Description
I competed with a team of 7 other people in the 2024-25 National Student Advertising Competition, run by the American Advertising Federation. I was the Creative Director of our team and I led a smaller team of 3 graphic designers.
I ended up creating the vast majority of our final still visual work myself or with minimal assistance (including the handbook, slideshow, and stills). Our video lead Chaman led the recording and production of the videos. Our copywriter Vinson wrote virtually everything for our campaign, including the ads' copy and our script. The work here is generally content I created unless labeled otherwise.
Our creative work went through several rounds of feedback and redevelopment informed by peer review, focus groups and team discussions. I will include some older iterations of the work here.
We developed the campaign in 3 phases: a research, strategy, and creative phase. I will include mostly work from the latter here because this is where I was most relevant, however I will note that I conducted a good amount of our research (including moderating each of our four focus groups) and helped develop our strategy as well.
Final Handbook
Final Pitch Deck
Presentation Script
Created by our Copywriter, Vinson
Videos
Codirected by me and our Video Lead, Chaman. Edited primarily by Chaman with some segments created by one of our graphic designers, Charles.
Colors
Stills
Influencer Campaign
Created by our Account Manager, Tais
Stills Process
Production of the stills for our campaign was done primarily by me and one of our graphic designers, Nhien. Out of all the work we created, these stills went through the most rounds of feedback.
Storyboards
Created by me
Created by our graphic design team
Doodles
Created by Chaman, our Video Lead
