The Happiest Mother’s Day card blends a live event with digital innovation to create a powerful idea that drives awareness, participation and ultimately donation. But more than that, it’s also a celebration of some of the most powerful and important people in the world, in the run up to the day we think of them the most.
A giant canvas divided up into lots of little squares. When a member of the public goes online and dedicates a square to their mum via the website, a live artist in an event space in Westfield will paint within that square and bring it to life. This means the more people that take part and celebrate their mum, the more the design of the "card" will grow and blossom.
I was lead creative working with the Proximity London team in developing a real-time giant Mother’s Day card for Oxfam, responsible for the concept and visual design to this complex responsive site leading the visual design, UX/design and the customer journey which incorporated live video feeds, payments and social media implementation.