C A M P A I G N S
The following projects explore advertising through shopper marketing, integrated marketing, social media, and rebranding campaigns.
T H E M A I N E V E N T
Shopper Marketing Campaign for L'Oreal Revitalift
Main campaign graphic (Revised). The key visual for the campaign incorporates elements such as velvet ropes, a red carpet, and stars to work in line with the glamorous energy of the campaign. It also further amplifies the idea of the shopper being someone very important/special much like a celebrity celebrated on the red carpet, they too can be the “star of the show” or “the main event” with Revitalift products!
Social media ads featuring the main campaign graphic as well as Revitalift products will be posted on the brand's Facebook and Instagram accounts to drive shoppers to visit and purchase products in stores
Main campaign graphic (Revised). The key visual for the campaign incorporates elements such as velvet ropes, a red carpet, and stars to work in line with the glamorous energy of the campaign. It also further amplifies the idea of the shopper being someone very important/special much like a celebrity celebrated on the red carpet, they too can be the “star of the show” or “the main event” with Revitalift products!
L’Oreal sought to bring relevance and salience back to Revitalift, the brand’s anti-aging skin care product line, in supermarkets and drugstores. The shopper marketing campaign “The Main Event'' presented a solution to this problem by helping the brand make its shoppers feel special. The campaign uplifts and encourages women to treat themselves like the stars they truly are through Revitalift products. This creative concept amplifies the glamor and luxury behind the brand’s products and the idea that the shopper should spoil themselves because they deserve the finest things. All campaign materials bring excitement into the shoppers' lives and further inspire them to view L’Oreal Revitalift as important because it is through the brand that they can feel and be treated like the main event. The creative executions for this campaign include in-store activations and social media advertisements. Look through the gallery and creative brief for more details on this campaign!
Applications Used: Adobe Illustrator + Google Slides
S E R V I N G Y O U
Advertising Campaign for Bill Bryan Truck Destination
To build brand awareness and loyalty we knew we needed to help set Bill Bryan apart from other truck destinations and our campaign sought to do so by highlighting one of the brand's foundational strengths, service. All campaign elements work to amplify the brand's exceptional service. Bill Bryan's Truck Destination should be the consumer's number option because above all else the brand will always remain dedicated towards serving you.
The campaign will include two big in person events one of which being the Serving You Back Barbecue.
To further show the utility the brand's trucks the brand would also post videos demonstrating general truck care tips as well as different customizations offered by the dealership. These videos would also better educate people about lifted trucks overall and climate their connection to monster trucks. For more information about the campaign and other campaign elements look through the creative brief!
To build brand awareness and loyalty we knew we needed to help set Bill Bryan apart from other truck destinations and our campaign sought to do so by highlighting one of the brand's foundational strengths, service. All campaign elements work to amplify the brand's exceptional service. Bill Bryan's Truck Destination should be the consumer's number option because above all else the brand will always remain dedicated towards serving you.
Bill Bryan Truck Destination, the Subaru brand extension geared towards selling and customizing lifted trucks, sought to increase brand awareness and loyalty. The advertising campaign “Serving You” presented a solution to this problem by providing a way to constantly remind consumers why Bill Bryan stands out above all other truck dealerships. The campaign highlights the brand's exceptional service and further personalizes it in a way that encourages the consumer to choose BB for its quality products and service. The creative concept motivates the consumer to consider Bill Bryan Truck Destination as their top-of-mind option that promises to be reliable, present, and committed to serving you in all forms. All campaign materials worked to amplify service, whether that be the brand’s to its supporters, the community, and the utility of the trucks and their service to consumers. The creative executions for this campaign include TV, outdoor, print, digital, and social media ads. Look through the gallery and creative brief for more details on this campaign!
Applications Used: Adobe Illustrator + Canva
E X P E R I E N C E M O R E L I F E
Integrated Marketing Campaign for Cafe Santo Domingo
Cafe Santo Domingo, the most popular coffee brand in the Dominican Republic, sought to gain more popularity in the United States supermarkets. The integrated marketing campaign “Experience More Life” presented a solution to this problem by helping the brand stand out from other, more established coffee brands in the U.S. The campaign promotes the idea that, above all other coffee brands, CSD is the ideal brand to give you all the energy you need to experience life to the fullest. The creative concept highlights the iconic and strong taste of the brand’s products and their efficiency in getting consumers through all of their daily activities. All campaign materials work to position Cafe Santo Domingo as the ideal coffee to give you the energy you need to stay awake and experience the fun and exciting pleasures life has to offer. The creative executions for this campaign include events, in-store activations, outdoor and social media advertisements. Look through the gallery and creative brief for more details on this campaign!
Applications Used: Adobe Illustrator + Canva
The campaign would be based on Miami considering the high population of Latinx individuals and the coffee culture of the group. The campaign would utilize the daylights saving time switch to demonstrate all the possibilities one more you of life can give you. All campaign materials will work to amplify the message that Cafe Santo Domingo is the coffee to drink to give you all the energy you need to experience more life!
Social media posts would be used to promote the campaign's festival and concert as well as the brands products. There would also be a sweepstakes contest where followers will have the opportunity to win free festival and concert tickets by interacting with and sharing the brand's posts/content.
The campaign would be based on Miami considering the high population of Latinx individuals and the coffee culture of the group. The campaign would utilize the daylights saving time switch to demonstrate all the possibilities one more you of life can give you. All campaign materials will work to amplify the message that Cafe Santo Domingo is the coffee to drink to give you all the energy you need to experience more life!
P L A N T I N G S E E D S
Rebranding Campaign for Keep Alachua County Beautiful
Keep Alachua County Beautiful, Alachua county’s local environmental non-profit sought to increase awareness and participation of the community’s youth in their organization. The rebranding campaign “Planting Seeds” presented a solution for this problem by creating a brand extension better catered towards attracting and maintaining the younger crowd's presence in the organization. The campaign positioned the KACB as a fun-filled and interactive community with several opportunities to get creative, connect with others, and do good for the community through KACB Kids. KACB Kids would encourage younger generations to get engaged while they are young and act as a funnel to sustain their interest and participation in the organization as they grow. The creative concept promotes the idea that the seeds planted through KACB Kids will be sowed as the children are nourished into citizens who will be actively engaged in making the Alachua community better for both their futures and the future of generations to come. The creative executions for this campaign include logo, merchandise, and website design as well as programs, competitions, social media and print advertisements. Look through the gallery and creative brief for more details on this campaign!
Applications Used: Adobe Illustrator + Canva
To garner more interest and participation from kids KACB will create a brand extension catered with branding that better caters to their target audience. The overall look and feel of KACB Kids will be more playful, interactive and fun to draw in more youth participation to the brand overall.
To garner more interest and participation from kids KACB will create a brand extension catered with branding that better caters to their target audience. The overall look and feel of KACB Kids will be more playful, interactive and fun to draw in more youth participation to the brand overall.
B E T H E C H A N G E
Social Media Campaign for the University of Florida
The University of Florida sought to create a social media challenge that would highlight the diversity and inclusivity on campus. Rather than painting UF as the prime example of a diverse and inclusive community, the campaign calls out one of many traditions upheld by the university with racist origins. The social media campaign “We Are the Change” presented a solution that took an honest and transparent approach to promote diversity and inclusivity in the UF community. The campaign educates and takes accountability for the university’s “Gator Bait” chant and invites students to help make a new chant that respects and celebrates all gators at UF. The creative concept promotes the idea of not shying away from uncomfortable topics. It amplifies the sense of community and togetherness needed to solve problems and make strides to actively be the change we want to see in the world around us. The creative executions for this campaign include diversity and inclusivity marketing through social media posts. Look through the gallery and creative brief for more details on this project!
Applications Used: Adobe Illustrator + Canva
Main Campaign Graphic. The “We Are the Change” social media campaign invites students to come together for the gator good to create a new cheer that is inclusive and celebrates all diverse identities at UF.
The campaign challenge post would be a carousel post. The mockup below shows all three pictures featured in the carousel.
To further promote and garner more attention for the campaign and campaign message football players will wear and take pictures/videos in special helmets featuring the campaign's main graphic.
Main Campaign Graphic. The “We Are the Change” social media campaign invites students to come together for the gator good to create a new cheer that is inclusive and celebrates all diverse identities at UF.
A D V E R T I S E M E N T S
The following projects explore advertising through Television, digital, guerilla marketing, and outdoor advertisements.
F I E R Y F R E S H
Television Advertisement for Subway
Subway, the popular fast food restaurant known for its fresh submarine sandwiches, sought to recapture its audiences who love hot and spicy sandwiches. Currently, the brand’s sandwiches are seen as too mild for these audiences. “Fiery Fresh” presents a solution to this problem by providing a sandwich that shows the variety of options the brand has to offer. As Subway’s hot, spicy, and fresh new sub, it would present something commonly associated with the brand, freshness, and attach it to something we want the audience to associate the brand with, spiciness and hotness. The promotion of this sub would play up the heat and the thrill of experiencing new things. The creative executions for this campaign include a TV advertisement. Look through the gallery and creative brief for more details on this project!
Applications Used: Adobe Illustrator + Google Slides
The ad we created worked to promote the brand as the ideal sub shop to satisfy even the spiciest cravings. We wanted the tone of the ad to be exciting and funny, and we worked to bring a concept to life that translates the sensationally hot trills of eating Subway’s “Fiery Fresh” sub.
T H E B U T T E R F L Y E F F E C T
Digital Advertisement for the Florida Butterfly Rainforest Museum
The Florida Museum of Natural History sought to make more parents aware of how exciting and engaging their butterfly rainforest exhibit is. The “Butterfly Effect” solves this problem by providing a fun, interactive, and personalized way to educate children about the butterflies featured at the museum and incentivize them to visit. Parents will feel more motivated to purchase exhibit tickets after seeing how excited their kids are to see the butterflies in person. The game utilizes the butterfly effect, which is the idea that small changes can lead to large-scale variations in the future. Likewise, as the kids play games and answer questions, their choices will impact the butterfly they are matched with. The promotion of this game would help children establish personal connections with the exhibit’s butterflies and get them excited to meet them in person. The creative executions for this campaign include a digital activation alongside a social media post component. Look through the gallery and creative brief for more details on this project!
Applications Used: Adobe Illustrator + Canva + Google Slides
The mini game would allow kids to take a quiz or play a series of mini games to determine which butterfly matches their personality the best. To disseminate this game we planned to partner with schools in the community to give kids the chance to play the game and get excited about seeing their perfect butterfly match and the other butterflies they learned about in person at the museum.
The game would be featured on the brand's website. The link will be shared with local schools to encourage children ask their parents to visit the exhibit.
The brand could also utilize this game as an opportunity to highlight different butterfly species featured in the exhibit and again garner more excitement to both learn about and see the butterflies in person.
The mini game would allow kids to take a quiz or play a series of mini games to determine which butterfly matches their personality the best. To disseminate this game we planned to partner with schools in the community to give kids the chance to play the game and get excited about seeing their perfect butterfly match and the other butterflies they learned about in person at the museum.
I D E A L S P O T S T I C K E R S
Guerilla Marketing for the United States Breastfeeding Committee
The United States Breastfeeding Committee sought to eliminate the stigma surrounding public breastfeeding, which makes it difficult for them to support mothers around the country. The “Ideal Spot for Breastfeeding” stickers help solve this problem by empowering mothers not to feel ashamed to feed their children regardless of the location or setting they may be in. This guerilla marketing solution would also encourage people to re-evaluate how they view breastfeeding. This promotion would ultimately help eliminate the stigma surrounding it that stunts efforts to create practices and policies that foster a safer, more positive landscape for breastfeeding across the United States. The creative executions for this campaign include sticker design. Look through the gallery and creative brief for more details on this project!
Applications Used: Adobe Illustrator + Google Slides
The “Ideal Spot for Breastfeeding” stickers would be placed in various areas around public places to further promote the concept that any and everywhere is an acceptable and ideal spot for women to breastfeed their children. Just as road signs inform people of what is and isn’t acceptable behavior the stickers serve the same purpose as well.
E S C A P E R E A L I T Y
Outdoor Advertisement for UF's School of Theatre and Dance
For the account’s profile picture I wanted to keep a more simplistic look depicting a leaf with curved lines inside for more visual intrigue. I used a trendy font and the colors lime green and hot pink for an vibrant and edgier look.
UF’s School of Theatre and Dance sought to make students and locals aware of the fun experience offered by their performances. The “Escape Reality, Embrace the Arts” outdoor activation presents a solution to this problem by providing an immersive way to demonstrate the exciting experience of watching UF’s theater and dance shows. The outdoor activation would be a tent that resembles a theater to allow bypassers on and off campus to escape reality and transport themselves into the world of UF arts. People would utilize VR headsets to help further immerse themselves into the experience, and QR codes will be implemented into the tent to drive ticket purchases and website visits. This promotion would allow people to both learn about and experience the excitement of viewing and attending the university’s performances digitally, which will entice them to experience it physically. The creative executions for this campaign include an outdoor theater activation. Look through the gallery and creative brief for more details on this project!
Applications Used: Adobe Illustrator + Google Slides
Main Campaign Graphic
The outdoor immersive theater will be a projection mapping tent located both on and off campus. On campus locations would be the Plaza of America’s and Turlington. Off campus locations would be downtown near the Hippodrome. People would be able to enter the tent and virtually transport themselves into the arts while they see performance clips from UF’s School of Theater & Dance mapped around them. The chairs in the tent would have QR codes to view upcoming shows and buy tickets.
Main Campaign Graphic
