Sign On — Channel 84 Steve Morgan, writer & creative lead
Prime time — the paid stuff
Late night — the personal stuff
Off screen — print, direct mail and naming
Sixteen years of client work — concepted, written and directed. The National Gold ADDY campaign, three naming cases, and a wall of headlines.
Atria's annual resident gift became a press-mailer story world: a 1955 road trip told through letters, postcards, postmarks, and a fictional traveler named Millie. The campaign made a guided journal feel less like a product and more like a lived story someone would want to open, keep, and pass along.
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