PTSD Service Dog Awareness
Instagram Carousels - Poster Ads
Custom Canines is a nonprofit organization powered by volunteers based in Madison, WI. It dedicates itself to raising, training, and gifting service dogs to military veterans and first responders with disabilities. Custom Canines' mission is to help clients live a life of abundance with the assistance and companionship of a highly trained service dog.
Instagram Carousel Campaign
This campaign was designed to raise awareness about the silent struggles of PTSD and to spotlight the vital role Custom Canines plays in supporting those who serve.
Through a series of emotionally driven visuals, I aimed to capture a sense of chaos, numbness, empathy, and ultimately, hope. Featuring a soldier, an EMT, and a police officer, the campaign connects their high-stakes roles with the everyday tasks that can become overwhelming in the aftermath. These stories serve as a potent reminder that PTSD doesn’t clock out, even when life seems “normal.”
The campaign closes with a clear call to action, inviting viewers to support Custom Canines through donations or volunteering to help match more service dogs with those who need them the most.
The campaign closes with a clear call to action, inviting viewers to support Custom Canines through donations or volunteering to help match more service dogs with those who need them the most.
SKILLS: Photo Editing, Branding, Research, Layout Design, Typography, Social Media, Concepting, AI Imagery
PROGRAM: Photoshop, Illustrator
To keep the campaign authentic and aligned with Custom Canines' existing visual identity, I began by researching their website and social media content. My goal was to represent real recipients as accurately and respectfully as possible by sourcing images of individuals with similar physical characteristics. When open-source and royalty-free photo sites didn’t offer what I needed, I made a calculated, creative decision: I turned to Midjourney AI. By carefully inputting specific prompts to match both the look of the subjects and the context of their environments, I was able to generate visuals that supported the emotional tone and narrative of the campaign while staying true to its mission.
To emphasize the emotional journey of PTSD, I chose to depict the individuals in black and white throughout most of the campaign. This visual decision was inspired by the Jamey Johnson, "In Color," a piece that resonates deeply with many veterans and first responders. In this narrative, the trauma is shown in vivid color, highlighting how certain moments remain sharp and inescapable, while the individuals themselves appear faded, echoing the emotional weight and disconnection of depression. On the final slide, they return to full color, symbolizing renewed life and hope brought about by the presence of their Custom Canines service dogs. This transformation visually represents the healing power of connection, trust, and support.
Heroes for Heroes Poster Series
This poster series was created as part of the Custom Canines campaign, Heroes for Heroes, focusing on outreach to military veterans, which holds deep personal significance for me. The goal was to build awareness around the life-changing services Custom Canines provides, many of which are still unknown to those who could benefit most. Two posters specifically highlight veterans and are designed to resonate emotionally while informing viewers about available support. A third poster expands the narrative to include an EMT and a police officer, acknowledging the shared trauma experienced by many first responders. These posters were developed with strategic placement in mind, ideally displayed in VA hospitals, veteran service offices, or other community touchpoints where they can reach those who need them most.
SKILLS: Photo Editing, Branding, Research, Layout Design, Typography, Concepting
PROGRAMS: Photoshop, Illustrator
I started with my two concept ideas and made 10 ideas for each.
