The National Student Advertising Competition challenges college students to create an integrated advertising campaign for a corporate client. Our team produced a comprehensive advertising plans book with accompanying media for the 2018 competition client, Ocean Spray. Our campaign focused on creating an Ocean Spray experience for millennials that was relevant, meaningful, and supportive.
As Creative Director throughout this year-long project, I managed the overall workflow and creative development process from early stages of market research to final stages of project refinement. Coordinating the efforts of over 40 students on creative and logistical teams, I ensured that creative strategy was embodied throughout every tactical aspect of the campaign. As an independent study, I also developed the core copy, voice, and brand identity used in the majority of the final plans book.