moca ads
Agency assignment for a Non-Profit - Farmingdale State College
Client: PAC & MOCA
Spring 2026
OverView
The client , PAC & MOCA, was seeking a contemporary and engaging social media campaign to recruit a muralist for their yearly mural. The goal was to attract talented and muralist while reinforcing the museum’s evolving brand identity—modern and clean. The task given was to design a compelling call-to-action social media ad that encourages muralists to apply or participate.
PAC & MOCA’s deliverables were social media ads for Instagram, Facebook, and TikTok. There was no given theme for their 2026 muralist call.
My role
Advertising - Copywriting - Art Direction.
software
Adobe InDesign - Adobe Illustrator - Adobe Photoshop - After Effects
Design Story
For this social media campaign, I began by conducting research on PAC & MOCA, including their past muralist calls and existing content. After my research I brainstormed ideas through mood boards, sketches, word associations. I then developed variations of visual directions while considering the preexisting brand identity PAC & MOCA has such as their color palette, logos and fonts. Through feedback, I refined the strongest and most successful variation and created the final design for both the video advertisement and social media post advertisement.
Social Media Campaign
The social media campaign body copy, “Your Art, Our Wall,” was created to capture the attention of muralist’s applying to the call. It also highlights the collaboration with MOCA as they provide resources for their annual mural. The blue accents were used strategically throughout the campaign to reinforce PAC & MOCA’s brand identity. The overall design was created to align with MOCA’s contemporary aesthetic, which resulted in a clean and cohesive visual campaign.
Instagram & Facebook
The Instagram and Facebook social media posts were developed to extend the campaign across multiple platforms while maintaining consistency with PAC & MOCA’s visual identity. I adapted the layout and typography to suit each format, focusing on clarity, hierarchy, and accessibility. The same treatment and design style was also altered to fit within the Facebook banner as well.
Tiktok & Reels Video
The TikTok/Reel was developed as an extension of the campaign, designed for quick engagement on mobile platforms. I maintained cohesiveness by using the same color palette, imagery, and typography treatments as the rest of the campaign, ensuring strong brand recognition across formats. Motion was introduced to add energy and guide attention, as well as simple transitions which revealed information about the call clearly and consistently.
