ABBOTT ELEMENTARY

How do you make a world of underfunded public schools and overwhelmed teachers feel fun, engaging, and worth sharing? That was the creative challenge at the heart of the Abbott Elementary campaign. One of ABC’s most watched comedies in years, the show earned its audience through warmth, wit, and Quinta Brunson’s deeply human point of view. The campaign had to match that energy at every touchpoint.

I led the campaign art direction, shaping a visual language that carried Abbott’s character-driven spirit across key art, custom stunt OOH, Comic-Con experiences, collectible fan giveaways, and community activations. Working with Synergy, Partnerships, agencies, and vendors, I guided the creative as it expanded across each touchpoint. The goal was making sure every extension felt like Abbott: playful, human, recognizable, and fun.