At the height of the COVID-19 pandemic, the Mayor of Los Angeles's Office of Communications needed to rapidly reach millions of Angelenos with evolving public health information—including infection rates, holiday surges, new variants, testing locations, vaccine availability, masking requirements, and quarantine protocols.

Building on a brand identity developed by the communications office with 72andSunny, I developed and executed "All in For LA: End the Pandemic" — a multi-platform campaign that delivered timely, accurate public health guidance to diverse audiences with varying levels of health literacy across social media, live broadcasts, out-of-home advertising, and digital channels.

We developed multilingual content in English, Spanish, Armenian, Korean, and Farsi to reach Los Angeles's diverse population, and partnered with trusted community voices including Sofia Vergara, Magic Johnson, Arsenio Hall, and Danny Trejo to expand our reach and credibility. As Deputy Digital Director, I led brand design, content creation, and social media management, creating and publishing daily content to keep Angelenos informed with accurate, up-to-date information, rapidly deploying breaking updates on mandates and public health orders to position @MayorofLA as a trusted resource. I also directed live visual presentations during Mayor Garcetti's weekly public announcements that reached hundreds of thousands of viewers.

The campaign delivered daily updates to millions of followers, connected people to critical information about testing locations and vaccine availability, provided essential guidance during holiday surges and infection spikes, and supported public compliance with safety measures through clear communication.