Campaign Design
A summary of campaigns I designed with a team to achieve various goals. Campaigns stretched across multiple platforms and mediums with different outcomes, purposes, and messages.
An AMC/The Coca-Cola Company x SCADpro Production
Together with 13 other students, we developed the Better Together Campaign. The campaign included advertising, posters, app development, packaging, and concession evolution. These elements were designed to increase sales while celebrating the 50-year partnership of the companies.
Through its development, we developed user journeys and conducted surveys, testing, and demonstrations. Breaking down the consumers’ needs, desires, brand strategy, and product positioning.
I developed a collectible concept to gamify movie attending. Organizing movies by genre and studio, we designed an in-app logging system that rewarded customers upon completing collections.
A concession rewards system for AMC Loyalty Members. A gamified concept to encourage consumers to purchase popcorn and a drink. Once they scan all of the QR codes, they unlock a discount for their next visit.
We also developed a system to improve social media presence. As well as creating a feature that allows group attendees to coordinate movie tickets and showtimes on the app.
SCAD Art Directing x NCCHR, “Until We Are Equal.”
In a team with 4 other students, we were given the task of increasing museum attendance, starting conversations about difficult topics, and increasing engagement on their social media. Using their slogan, “Until We Are Equal,” we created ad campaigns around this and developed a discussion-based card game. The card game featured notable figures and hard-hitting questions, making it easy to start difficult conversations.
Curated and edited a call to action for the NCCHR social channels.
We made the call to action shortly after the nationwide protest that took place in 2020.
I storyboarded and pitched the idea to my team using the tag “We will play our cards until we are equal.” This created a call to action while advertising the importance of conversation the cards can provoke.
We found photographers present during the May 2020 protests and a producer to create an engaging rhythm. The video is an invitation to join the conversation.
Budweiser challenged us to bring ideas that put their beer front and center to drive recruitment with their younger audience.
On a team with 2 other members, we developed “Bud Rite Moment.” Our goal was to tap into the little moments we all celebrate.
Research.
We conducted 4 weeks of research, and proposed multiple concepts. Our research included a market survey that received 63 responses. We knew the masses didn’t have a great perception of Budweiser and our goal was to challenge that.
Execution.
Our campaign was directly competing with the large consumers of Bud Lite, but is framed as the perfect beer to toast a new feeling of accomplishment. Bud Rite is not the “party” beer, it’s for those who continued to grow despite the world being against them.
Our presentation deck and concepts.
Video Pitch
