National Student Advertising Competition 2020
Spring 2020, I was enrolled in the American Advertising Federation‘s National Student Advertising Competition 2020. Our team of 23, Team 748, developed an advertising/marketing/media business to business campaign for 2020’s competition sponsor, Adobe. Due to COVID-19, a couple of teams backed out as it was difficult to finish a campaign with team members in different time zones. However, many Zoom calls later, we successfully pitched our integrated marketing plan, including a 20 page plans book to advertising professionals at the District 3 Virtual Competition. We finished 3rd behind the University of Virginia (who won 1st place at Nationals) and the University of South Carolina. Even though we didn’t win, I’m extremely proud of the work we produced and I’d be more than happy to share it with anyone who’d like to see it. You’ll need a password to view the book and other materials we viewed due to an agreement with Adobe; however, do not hesitate to message me for the password.
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Fluidity Designs 2020
The second part of UNC Workroom FashionMash Experiential Design class was Product Design, which I took Spring 2020. After the COVID-19 crisis closed campus, we had to make a huge pivot to designing in a virtual environment. In just a few weeks, we designed a full line of athleisure products utilizing an on-demand manufacturer. Then, we designed and launched an online store. The crisis gave us not only the chance to study on-demand fashion e-commerce–and retail in the midst of a crisis—but to create a line of products with a community focus. We quickly created FluidityDesigns.com, a line of easy-wear athleisure apparel that carries the message of hope and resiliency. “Whether you are at home or on the front lines, we hope these designs bring you a sense of comfort, style, and community.” We raised donated $3,000 in the first month that our website was live and we will continue to host the website until the crisis is over. All the proceeds from our designs were and are donated to #GetUsPPE, so that we can help take care of those who are risking their lives taking care of others. I can’t thank Dana McMahan enough for this amazing project, Luis Machicao for the much needed […]
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Home Is Where The Heels Are
Fall 2019, I took an amazing course named New Media Technologies: Their Impact on the Future of Advertising, Marketing, and Public Relations. My class section created a local campaign to petition bringing back the iconic Tar Heel footprints (that were painted in the 80’s) on all roads leading to campus. I was in the videography team, which created 7 videos in 5 short weeks. Below are my favorite ones! First Teaser Video Launch Video Chapel Hill’s Bday Video Home on Campus Backstreet Boy’s Everybody Remix Our campaign results: Website Signatures – 2,272 Page Views – 3,991 Twitter Impressions – 197,960 Engagements – 22,895 Facebook Impressions – 141,249 Engagements – 37,366 Instagram Impressions – 161,480 Engagements – 119,828 LinkedIn Impressions – 13,436 Engagements – 5,717 TikTok Engagements – 11,410 Thank you to Gary Kayye for being such an amazing advertising professor and making this experience possible!
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Canadian Cafe 2020
Fall 2020, I took an Advertising Creative course where I led a group project on which we consulted for a new Canadian Cafe in the Chapel Hill/Raleigh area. We provided branding research, competitive market insights, and a in-depth re-branding deliverable for short to long-term success. Below is the powerpoint we presented to the client.
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Carolina Coffee Shop 2019
Fall 2019 I took an Advertising and Public Relations Research course, where I led a group project on which we consulted for a local coffee shop. We provided market research, competitive insights, and an in-depth deliverable for medium to long-term success. Below is the powerpoint we presented to the client.
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Ghostbusters 2020 Recommendation
During my residency with IPG MediaBrands, I was assigned a group intern project related to the upcoming Ghostbusters 2020 movie. Our challenge was to “make Ghostbusters the #1 summer film of 2020 by driving movie goers ages 8-80 to theaters opening weekend, re-igniting fans of the franchise and inviting a new army of Busters to be a part of the slimiest adventure of the summer.” I focused on segmenting the audience and gathering insights from Simmons for the media strategy. Although COVID-19 was unprecedented, this is what we came up with.
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#Break The Bias 2019
In my Visual Design for Strategic Communication course, I had to design and develop a social good campaign. I decided to promote social awareness of various topics and ultimately aim to end stereotype threat, and that was how #BreakTheBias was born. #BreakTheBias was a social media campaign using inclusive, powerful media to break unconscious bias that surrounds every sex, gender, race, religion, background, issue. My survey results (36 people) showed that 91% respondents had been stereotyped and 91% of the stereotypes they encountered were at school and 75% in conversation equally with friends or strangers/acquaintances. The value proposition was that it can relate to the majority of the population and expand to address thousands of issues. The metrics to track the campaign would’ve been consumption (unique visitors/users of the hashtag), retention (how many users used the hashtag more than once), pages per visit (how many topics are explored per user), engagement (comments and session duration).
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The One Club Creative Boot Camp 2019
March 2019, I was awarded the Curtis Excellence Fund for Extracurricular Activities through UNC’s Media and Journalism School. With this fund, I was able to participate and compete in The One Club Creative Boot Camp in Chicago sponsored by Leo Burnett. The client was Wingstop and the main goal was to increase the consideration of Wingstop among college students. I spent three long days working with a group on the brief and the day before our presentation, our group of five fell apart as some people lost interest and others were too frustrated. I emphasized that how we presented our ideas would be key to the competition and I told them all to rest, but the next morning no one showed up and the only valid reason I could come up with was that they didn’t feel comfortable presenting work they barely knew. Overall, I felt extremely powerful presenting by myself a campaign I made complete sense of and created a story and solution for. The people I met – whether it was mentors from Leo Burnett or other passionate advertising students – made the experience amazing and worthwhile. I almost believe that everyone should go through a similar hardship because it […]
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