Campaign

I have built strong campaigns that are built on the foundation of a marketing initiative that have successfully promoted many different service or products. These serve as a strong tools in storytelling.

CAYSTON CAMPAIGN

Cayston was a new drug that helped fight an infection caused from Cystic Fibrosis. We landed on a campaign that used real patients that used Cayston. The real Patients were shot in a heroic forced perspective that really highlighted them and their triumph over their infections with big sky and easy breathing. Whithin the landscape we portrayed their graph which shown improved healing whithin each image.

TECFIDERA CAMPAIGN

Tecfidera was a new player in the ever growing fight to com- bat Multiple Sclerosis. We felt that we wanted to position the solution to be about the patient and we created a “me” character that was soft and feminine as MS afflicts mostly women. We used “me” to speak to how Tecfidera has allowed her to suppress her attacks. Me was friendly, warm and relatable in what she talked about.

National Ad Campaign “Farmers Market” • Bob Evans

BOB EVANS FARM FRESH CAMPAIGN

My team and I developed a campaign to focus on a romantic de- piction of Famers Markets and positioned Bob Evans offerings to be fresh from the farm market. It enabled us to create a fun, active campaign that exspanded the breadth of the offerings around a new emerging trand at the time. I followed the project through from concept development, to print execution into storyboarding model selection and shooting.

CHERYL’S MINI CAMPAIGNS

I developed direction for the team for mini campaigns that would fit in between the “bigger” campaigns. I worked with Marketing and Merchandising to create the strategy and the idea for the campaigns and then developed a directional document for the team to design the creative. Click the link to be able to review the directional document that contains the direction and the executions as they were presented to the larger team.

View PDF

THE HACIENDA BOTANICA EXPERIANCE

The strategy for this experience was to give the attendees to the “Tales of the Cocktail” event in New Orleans a fun, exciting experience that would immerse them into a co-op with Libbey, The guest speaker at the event and the Spirit. The guest speaker was from Mexico City and we interviewed him for his input. I broke my teams up into groups to generate their own ideas and concepts for the event. I juried the concepts and the winning concept was pulled forward and they received bragging rights over the rest of the team.

I wanted to engage the viewers with all of their senses and their bodies, minds and spirit. There were 3 different concept categories that the attendees could choose from and then create their own unique cocktail. The attendees were given a T-shirt, 2 unique pins that we designed from the concept, a glass and a coaster that matched their concept category.