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Did you know children laugh around 300 times a day, while adults average just four? That insight sparked “Big Time. Play Time.”— a campaign I created in collaboration with the YMCA of Metropolitan Chicago to promote their summer camp programs. My goal was to recapture the spirit of unfiltered fun, using bold visuals and strategic storytelling to connect with both kids and parents. With a concept designed to stand out while staying true to the Y’s mission, the work invites families into a world of oversized joy, energetic design, and the power of play.
The Challenge
The YMCA typically used real photography of their campers—authentic and heartfelt, but often visually indistinct in a sea of similar-looking summer camp promotions. They needed a fresh, standout approach that would highlight the unique energy of their programs while still feeling true to their brand.
The Approach
Inspired by the YMCA’s “Power of Play” message, I developed “Big Time. PlayTime.” to exaggerate the fun and wonder of summer camp. The visual system featured kids interacting with oversized objects—like a giant pair of binoculars for nature hikes—bringing the message to life with bold typography, bright brand colors, and dynamic layouts designed for flexibility across all platforms.
Results
The campaign received strong feedback from both YMCA families and internal teams. The Creative Director shared that it stood out in the market and sparked real excitement, with visuals that felt fresh, fun, and distinctively on-brand.
Why it Worked
By combining a strategic insight with imaginative, kid-first visuals, “BigTime. Play Time.” captured the joy of camp in a way that was memorable, emotionally resonant, and visually impactful.
Print Collateral
Social Media
Digital Advertising
Web
Swag
Did you know children laugh around 300 times a day, while adults average just four? That insight sparked “Big Time. Play Time.”— a campaign I created in collaboration with the YMCA of Metropolitan Chicago to promote their summer camp programs. My goal was to recapture the spirit of unfiltered fun, using bold visuals and strategic storytelling to connect with both kids and parents. With a concept designed to stand out while staying true to the Y’s mission, the work invites families into a world of oversized joy, energetic design, and the power of play.
