The Proposition

“MORE” reframes Blackbaud from protagonist to enabler, built on a simple truth: "Everyone wants more out of you, but we are here to make more possible for you." The real heroes are nonprofit leaders, educators, fundraisers, and volunteers.

The Creative Platform

Origami, the campaign's central visual device, represents what Blackbaud's customers do every day: creating beautiful impact from modest resources. Impact heroes are photographed interacting with origami-built worlds, placing real people inside scenes of their impact that feel celebratory and human rather than staged and corporate. Designed as a flexible, multi-year platform, "MORE" spans storytelling, product activation, social, OOH, digital and physical experiences, adaptable by region but anchored by a single proposition.

My Role

I led the creative concept and strategy, shaping the core idea, emotive proposition, tonal and visual direction. I also led activation development with my team, ensuring all executions laddered back to a single, scalable creative platform.