This campaign for the New Jersey Department of Human Services aimed to shed light on the often-hidden struggles of individuals battling addiction. Through powerful, contrasting visuals—showing outward smiles masking inner turmoil—we conveyed the message that what’s visible isn’t always the full story. The creative direction highlighted the silent pain many endure, while positioning NJ DHS as a compassionate, understanding resource ready to help. It’s a reminder that support is available, even when the struggle is invisible.

Art Direction, Campaign Ideation
Photoshop, Illustrator, InDesign