FOR OVER 30 YEARS, THE CARTER CENTER HAS RESOLVED CONFLICTS, ADVANCED DEMOCRACY, AND FOUGHT FOR HUMAN RIGHTS IN COUNTRIES ALL OVER THE WORLD. IN 2020, FOR THE FIRST TIME EVER, IT WAS OUR ELECTION THEY WERE FIGHTING FOR.

Fake news consumed our country and false claims of a rigged-election plagued our presidential race—making history in the worst way. But a free and fair election is the cornerstone of our democracy. So, the Carter Center fought back.

Together, we created an award-winning campaign to help clear up misinformation, soothe fears, and encourage all Americans to vote.

One of the biggest challenges we faced was getting Americans on both sides to listen. We needed an idea that wouldn’t insult or demean those feeling real fear—something that would capture their attention and begin to rebuild their trust in our system.

In the end, our campaign of videos, social posts, and Instagram GIF stickers was a rousing success. Our easily shareable content started conversations and spread across social—reaching Americans on the right and the left. Even garnering shares from celebrities and journalists like John Cusack, Nicholas Kristof, Prentice Penny, and more.

COPY: LACEY GONZALEZ // ART: LARISSA MCCARTNEY // DESIGN & ANIMATION: GIEDRE DOMZAITE // CD: PHILLIP ALLEN & JESSICA SELANDER // MUSIC: ANTFOOD

PLANNED PARENTHOOD IS DEDICATED TO PROVIDING QUALITY CARE TO UTAH’S COMMUNITIES. NO MATTER WHAT.

But at a time when they seemed to be up against everything—a governor blocking crucial funding and a country that would rather choose sides over protecting fundamental rights—Planned Parenthood came to us for help.

We set out to create a campaign that could remove the labels that separate us. That could show even the most conservative audience that Planned Parenthood’s patients aren’t irresponsible strangers. They are the people of our communities.

Our integrated campaign—including print, digital, social, video, out-of-home, and events—changed the typical two-sided conversation and showed Planned Parenthood for what they truly are. Pro-care. Pro-putting information in the hands of people who need it most. Pro-giving low-income families access and options when they feel like they have none.

At Planned Parenthood, they are simply Pro.

COPY: LACEY GONZALEZ // ART: BERGENDI HATCH // CD: JEFF PARIS

STOPPING ANTISEMITISM STARTS WITH UNDERSTANDING IT.

We encounter antisemitism every day—in tweets, in headlines, from public figures. Yet, we rarely see it for what it is. Hate that, while aimed at some of us, hurts all of us. But how do you ask non-Jewish Americans to fight antisemitic behavior when most of them have trouble even recognizing it when it happens?

When we partnered with the American Jewish Committee to create a campaign focused on exposing antisemitism, we knew we had to start with an education. We had to teach our audience how to spot antisemitism, especially when it’s hiding in coded language. A joke. A cartoon. A dog-whistle from our then-president.

The Translate Hate campaign aims to help every American call out antisemitism and know those actions, ideas, and words for what they truly are—hatred, bigotry, and discrimination. So, next time you see antisemitism, don’t ignore it, label it.

And together, we’ll translate hate to acceptance. To hope. To alliance.

COPY: LACEY GONZALEZ // ART: LARISSA MCCARTNEY

“THE GATEWAY IS IN BAD SHAPE. HONESTLY, I KIND OF CAN’T EVEN STAND GOING THERE ANYMORE.”

That was the general mood plaguing Salt Lake City’s only outdoor mall, The Gateway, when new investors came in with $100M for renovations. And while changes were quickly made to up their street cred, one critical area was left untouched—their social presence.

As the first Social Media Director under new management, I developed a social media strategy that redefined their audience, messaging, goals, and social brand. I also created monthly content calendars, maintained their social pages, and concepted social campaigns to promote their new events—like Gospel Brunch and Yoga on the Plaza.

ART & COPY: LACEY GONZALEZ

CALIFORNIA’S RESPONSE TO COVID-19.

California is no stranger to crisis. Recessions. Wildfires. Earthquakes. But it never faced a moment like this. A global pandemic that swept across our nation before we even understood it or knew how to protect ourselves and each other.

In that moment, California’s workers and families turned to their state leadership for answers. And it was behind that leadership, for the people of California, that we stood.

Racing against an invisible clock that could literally mean life or death, we created over 1,500 pieces of life-saving content in a matter of months. We disseminated news and information that changed every single day. We helped people physically stay safe through responsible behavior while helping them mentally and emotionally deal with their fear and the uncertainty of the future. We reminded them that, even though we have to face this apart, we were in this together.

And we did it all while learning to work in this “new normal,” without the regular processes most projects afford us. Because there is no creative brief when information changes by the hour. And no timeline—except right now—when lives are being lost.

COPY: LACEY GONZALEZ // ART: LARISSA MCCARTNEY & PHILLIP ALLEN & ALEX GONZALEZ & STEPHEN HENDERSON // CD: JESSICA SELANDER & PHILLIP ALLEN

WE CALL OURSELVES FRISKTORIANS.

Born out of my passion for reproductive rights, Frisky History is a podcast that explores the humorous, bizarre, and sometimes horrifying side of reproductive history.

Also known as my best friend and I laughing through the shock of how f**ked up reproductive healthcare is in prison, why childbirth once required a chainsaw, and what even are incels—not to mention the badass women who have fought for their fellow sisters’ rights.

So, check it out and hear me say things like, “They see kids like I see donuts and tequila and also tacos…they’re blessings from God.”

CONCEPT, ART & OPENING: LACEY GONZALEZ // CONTENT & HOSTS: LACEY GONZALEZ & ROBYN SCHMITZ

BEING A TEENAGER TODAY IS HARD. AND STRESS-INDUCING. AND HONESTLY, PRETTY DEPRESSING.

You Can, a marijuana prevention campaign, was created to help teens find healthy ways to deal with their emotions and inspire them to follow their dreams. For years, we focused on changing the marijuana conversation in Washington state. Talking with teens—not at them—about the things they could achieve, not the mistakes they may be making. Then, the pandemic happened.

While it’s been hard on all of us—just ask any of the 300 million ads made about it—teens took the life-changing year that was 2020 particularly hard, yet no one seemed to notice. Their lives were supposed to be all about change. Making new friends. Learning new things. Enjoying once-in-a-lifetime experiences. But COVID-19 took all of that away. Everything they knew stopped. And while the rest of the world focused on the adults and workers, they missed out on prom. Friends. Graduation. First kisses. Starting college.

In a sea of COVID ads, we wanted to talk to teens. To tell them that they weren’t overreacting or being dramatic—but that their feelings were valid. This is hard. It took things away from them that they will never get back. But they can get through it. And if they need it, there’s help.

COPY: LACEY GONZALEZ // ART: LARISSA MCCARTNEY // SOCIAL CONTENT & COPY: LACEY GONZALEZ & CHELSEA HAWKINS // SOCIAL ART: STEPHEN HENDERSON // CD: JESSICA SELANDER & PHILLIP ALLEN

FOR SOME OF US, THINKING ABOUT THE FUTURE CAN BE SCARY.

We face the possibility of losing access to quality health care. Are forced to fight a rising threat to our fundamental rights. And wonder, what will I do? Where will I go?

For the tens of thousands of patients at the Planned Parenthood Association of Utah, a life without affordable reproductive care could become a reality. After a successful awareness campaign that focused on the positives of PPAU’s care, we set out to again create compelling creative—but this time, we were ready to fight back.

With a constant threat of defunding on the horizon, we took on the challenge of telling a very conservative state that life without Planned Parenthood would be more than just putting out +46,000 patients—it would be going back 100 years of progress. Because we don’t have to wonder what life without that care looks like. We’ve been there. And we won’t go back.

* This concept was chosen by Planned Parenthood just before I left MRM//McCann. Unfortunately, I was unable to be part of its creation, so I included our conceptual ads and the finish product to better represent my role in bringing this campaign to life. Credits below are based on concepting stages only.

COPY: LACEY GONZALEZ // ART: DAN HARKER // CD: JEFF PARIS

FROM CULTURAL NORMS THAT STIFLE SAFE SEX CONVERSATIONS TO A LACK OF REPRODUCTIVE EDUCATION AND ACCESS TO CARE, WOMEN IN MISSOURI FACE IMMENSE BARRIERS WHEN TRYING TO TAKE CONTROL OF THEIR SEXUAL HEALTH.

But every woman deserves the chance to build the life she wants. That’s why Power to Decide collaborated with the Missouri Foundation of Health to develop The Right Time—a six-year initiative that aims to increase women’s knowledge of birth control and encourage them to find the method that works for them.

To launch this initiative, we created the Control Your Story campaign. A message to women across the state—whether you’re starting a new chapter in life or feel like you’ve got it all figured out—the right birth control helps you create the story you want. Because when you’re the one deciding if or when to get pregnant, you’re taking control of your future. Going back to school. Becoming more intimate with your partner. Pursuing your career. Saving up to travel before you settle down. Or all of the above.

This is your story.

COPY: LACEY GONZALEZ // ART: LARISSA MCCARTNEY // CD: DON CORRIGAN

25 VIDEOS. 14 ILLUSTRATIONS. 13 BLOGS. 1 CUSTOMIZABLE EXPERIENCE.

Teens face more stress than the average adult every single day. And they see marijuana not only as something that helps but as a safe and natural solution. So, how can the Washington State Department of Health convince them to choose a healthy alternative instead?

We had to change the marijuana conversation. Talk to teens about the things they can achieve—not the mistakes they may be making.

The Choose You content campaign goes beyond delivering just messaging to help teens explore their passions or find new ones—instead of using marijuana. As an interactive web experience, teens can customize a content feed by choosing topics from athletics, academics, creativity, socializing, and stress relief. Taking inspiration from what teens already interact with, we created sharable, social-style content that engages teens by giving them something real—new ideas, helpful how-tos, interesting new learnings, and some fun.

COPY: LACEY GONZALEZ // ART: PHILLIP ALLEN & MICHELLE FRANCES // CD: JESSICA SELANDER

UNDERAGE DRINKING IS OVER-HYPED IN POP CULTURE—BUT THE RISKS ARE ALL TOO REAL.

Think everyone is drinking? Think again. When you build your perception of what teen life should be like off of pop culture, you only get a small picture—less than 20% to be precise. Because the simple fact is 4 out of 5 teens don’t drink. They do spend time with friends and family. Sleep in. Play sports. And express themselves in creative ways.

We all grow up with expectations of what our school years will be like, but nothing can really capture the experiences ahead of you. Make the most of every day by focusing on what’s important in life—instead of letting pop culture and false ideas around underage drinking influence what you do.

INTEL EDUCATION’S STORY BEGINS AND ENDS WITH EMPOWERING STUDENTS TO OWN THEIR EDUCATION—AND PUTTING THE RIGHT TECHNOLOGY IN THE HANDS OF THE TEACHERS WHO CAN HELP.

When Intel Education reached out for help with launching their EdTech Guide, we jumped at the challenge. We set out to give educators the tools they’d need to personalize learning and prepare students for the future.

One web experience, two videos, six infographics, and a lot of social later, we took their copy-intensive whitepaper and created a compelling narrative across engaging content that inspired teachers to enhance the experience of every student.

COPY: LACEY GONZALEZ // ART: BERGENDI HATCH // CD: JEREMY OVIATT

TURNING A DINGY, OUTDATED WHITEBOARD VIDEO INTO A SLEEK, WELL-ILLUSTRATED BLACKBOARD SERIES.

As a tech trailblazer and industry thought leader, Intel had a clear vision for advancing the Internet of Things. But when it came to sharing that vision with their audience, the execution was a whiteboard mess.

So, they turned to us for help with translating complex ideas around infrastructure, connectivity, and autonomous capabilities into digestible content that made people want to learn and listen. The Evolution of IoT video series brought a fresh look, creative illustrations, and a touch of humor to technical content for a perfect balance of information and engagement.

COPY & ILLUSTRATION CONCEPTS: LACEY GONZALEZ // ART: JON GUEST & 50 FILMS // CD: JEFF PARIS

MODERNIZING THE 80-YEAR-OLD BRAND OF A FICTIONAL CANDY COMPANY.

During my senior year of SCAD, I was approached by a graphic design student, Caitlin Gettinger, to write the copy for her final branding project. Her idea was to re-brand Sweetums, the candy company from NBC’s Parks and Rec.

And while she only requested simple copy for her candy containers, my love of Parks and Rec inspired me to turn that standard container copy into a plethora of show references, like “You must be from Eagleton” and “One more scoop for Lil’ Sebastian.” Then, I expanded that fun-loving voice into the web copy, exploring the Sweetums’ history—or at least what I would imagine it to be.

Our project went on to win the gold at SCAD’s graphic design student awards.

COPY: LACEY GONZALEZ // ART: CAITLIN GETTINGER

INSPIRING STUDENTS TO BECOME CREATORS, COLLABORATORS, AND PROBLEM-SOLVERS STARTS WITH TALKING TO TEACHERS.

As part of Intel Education’s thought leadership initiative, we created the Fast Five Newsroom—a content curation campaign built to inform and foster discussions on social media.

Through timely EdTech articles, branded graphics, and an inspiring voice, we connected with teachers by giving them the information and news they’d need to move education transformation forward.

COPY: LACEY GONZALEZ // ART: BERGENDI HATCH // CD: JEREMY OVIATT

BRINGING PRINT TO LIFE BY BRINGING THE DEAD TO SAVANNAH.

During my senior year at SCAD, my Collaborative Learning Center class partnered with HP and Aurasma (now HP Reveal) to create an augmented reality event.

While our clients entrusted us with complete creative freedom, our event needed to achieve two goals—raise awareness of Aurasma’s in-app capabilities and of HP’s commitment to helping small businesses succeed by engaging audiences at the crossroads of printed and technology.

From forming a partnership with a local urban retail shop to creating a branded AR event from the ground up, we brought the living dead to Savannah’s lively downtown center for a one-night experience that included a large-scale “newscast” projection, interactive sidewalk wraps and signs, limited edition AR shirts, a dance party in Elev8ed’s “safe shelter,” and a horde of zombies out to infect the public with interactive stickers.

COPY: LACEY GONZALEZ // ART: CAITLIN GETTINGER

ENERGY EFFICIENCY IS ONE OF THE BIGGEST CHALLENGES OF OUR TIME—AND ON SEMICONDUCTORS WANTS TO HELP ENGINEERS FIND THE ANSWER.

After rebranding themselves as the world’s only energy-focused semiconductor supplier, ON searched for an agency of record that could help them deliver their new brand to audiences around the world.

The You See Differently campaign was part of our pitch. We wanted to connect with design engineers through a fresh creative approach and show them that ON sees them as they see themselves—the heroes behind solving the world’s biggest problems.

Through this brand-positioning campaign, we celebrated the inventiveness of design engineers who see unlikely technology as a way to change the world, while empowering them to reduce global energy use.

*While my concept was part of the winning pitch, it was not chosen as the final campaign.

COPY: LACEY GONZALEZ // ART: SEBASTIAN TATUM // CD: JEFF PARIS

WELCOME TO THE GRAVEYARD OF MY DEAD IDEAS.

And there’s plenty more where that came from. Just imagine all the ideas we could create that your clients can kill…