In the midst of this global pandemic, the creative community has found ways to do its part the best way it knows how. Many museums and galleries brought their art collections online while painters and designers jumped onto YouTube to create classes for all ages. Whether you are experiencing it or creating it, I’m a firm believer that art has a way of healing.

So, when Governor Andrew Cuomo of New York put out a creative challenge to create a PSA to promote the importance of wearing a face mask to prevent the spread of the coronavirus, the Studio at Coyne was eager to jump in. While working remotely, our entire team collaborated to come up with ideas that were not just compelling but could be executed quickly.

The team narrowed down the ideas to one that showed how there are easy ways to protect ourselves. And, we flipped it around to emphasize the importance of protecting others. Just like an umbrella protects us from rain and noise-cancelling headphones protect our hearing, wearing a mask can keep us from spreading the virus and protect those around us.

We chose pairings that New Yorkers (and pretty much anyone) could relate to while not being overly complex. What’s really important is the simplicity. While we do show words on the final screen, the message is clear whether the viewer reads English or not. We feel this PSA would also be especially effective in taxi cabs, bus terminals and elevators as it can quickly get the message across with its simple visual story, regardless of sound.

This was truly a team effort and we are proud of the result. It was exciting to see that @NYGov liked our entry tweet. While we may not be able to come together at the office just yet, our Studio is still working together creatively to do our part.

Stay safe. Hope to see you soon in person – wearing a mask, of course.