AI-Powered Family Engagement
Turning Children’s Words Into Art and Impact
Visual Identity | AI App Prototype | Research | Marketing Campaign
Challenge
Johnson & Johnson wanted to show how a purpose-led brand could come to life through digital experiences. The goal was to create an initiative that engaged families directly, reinforced care as a core value, and built awareness in a way that felt fresh, relevant, and participatory.
Role
I was part of the creative team led by R/GA, where I directed concept and creative development for Wisdom for Kids. Together we designed the interaction model, defined the AI integration, and ensured the experience aligned with J&J’s broader brand platform.
Approach
We explored how machine learning could turn children’s words into art, creating an experience that felt magical yet purposeful. Each quote shared became a generative artwork, and for every submission Johnson & Johnson donated one dollar to Save the Children. This balance of play and impact made the initiative emotionally resonant while advancing the company’s equity commitments.
The Work
Partnered with a leading AI digital design agency to build the platform experience
Designed a digital system that transformed kids’ wisdom into variable AI artworks
Built a donation mechanism linking each contribution to Save the Children
Crafted a playful, family-friendly interface that tied into J&J’s purpose-led narrative
Extended the experience through social and campaign activations
Impact
The program raised brand awareness with families, turning small moments of creativity into meaningful contributions. It demonstrated how AI could be used not as a gimmick but as a bridge between purpose and participation, strengthening J&J’s identity as a CARE brand.
Promotional video
Visual identity
App icon
400+ icons library of variable assets
Mobile interface