athletic brewing co. campaign
As a final project, I worked as the art director alongside two copy writers to create a campaign for Athletic Brewing Company’s non-alcoholic beer.
With a brief that was created for the Crowbar Awards competition, we were assigned to create a campaign that showed young adults that they can still be their authentic, free selves while drinking non-alcoholic beer.
When thinking of young adults as their “authentic” and “free” selves, pictures of dancing on tables, singing karaoke, being the life of the party, and simply just having fun is what stood out for this campaign. Through the art direction specifically, I wanted to showcase the activities that would typically be done while drinking alcohol but shed a different light on it. With the spotlight on the Athletic Brewing Co. NA beer, it shows customers that they can still be their free selves without alcohol.
Chili's campaign
Campaign brief:
Get millennials who would rather make fun of Chili’s than eat there to think it’s cool to eat at Chili’s by reminding them that you can make fun at Chili’s. Create the headline, body copy, and visual.
For this campaign I used cousin advertisements to keep consistency while providing individual advertisements, harking on the various ways and forms of comedy to “make fun” of Chili’s.
Tabasco Advertisement
The Brief:
Get consumers, young in age or attitude, who are proud of their ability to absorb the intense heat of hot salsas/sauces to remember TOBASCO® Scorpion Pepper Sauce by showcasing that it has the heat they are seeking. Given the headline and body copy, create the visual.
This assignment was one of my favorites due to the complete freedom for choosing the art direction since we had the headline and copy body given to us. I created 2 separate advertisements, completely different in design and style, to offer more variety. Choosing a design that would both stand out and also remain simple was key in this advertisement.
Sriracha Advertisement
Assignment Brief:
Get hot-sauce-fearing adults who believe their taste buds are not built for the heart to try sriracha by showcasing Sriracha as their personal trainer in the world of hot sauce. Create the headline and visual.
For this assignment, I chose to create a triplet ad that would engage the target audience with relevant topics to their age. Keeping the same tagline of “It’s worth the burn” and having varying copy bodys to accompany the advertisement seals in the pattern of the triplet while allowing for the individuality of each advertisement.
"THE DUPE" House Party Graphhics
This project was for a college house party on UNC’s campus celebrating the First Day of Class (FDOC). Inspiration for the original graphic (to the left) is taken from the Great Gatsby 1920s theme mixed with a nighttime color palette. Below is further promotion graphics with inspiration taken from, the one and only, Barbie movie promos that were made popular on social media in 2023.
