This campaign for Crystal Light Pure was awarded first place at The One Club Creative Boot Camp.
Big Idea: No matter how many bad decisions you make, Crystal Light Pure is always a good one.
Crystal Light Pure has been having a hard time reaching millennial women due to the fact that many of them see Crystal Light as an outdated product they more closely associate with their mother's generations. They have a limited budget that excludes print, t.v., and radio advertising.
This campaign was developed by a team of six students, including myself. In order to develop a successful campaign on a small budget, we decided that it would be best to develop a campaign that was driven by Millennial women themselves. We did this by creating the initial content and a landing page and then letting their desire to share the humanness of their experiences fuel the rest.
We positioned Crystal Light Pure as the one bit of purity in life that any millennial woman can count on, despite the not so pure things that she has done.
Luna mattress covers are a new addition to the smart home. They track and monitor the users vitals, temperature, respiration, and much more as they sleep. The features and information provided by the mattress cover allow the user to sleep better and ultimately live a better life.
The goal of this piece was to create a short video exposing the truths behind the beef that we eat in the United States. This was a collaboration piece in which I came up with the concept and developed a story board. I worked with a photographer to film the video.
Photographer: Devin Aadland
Sir Richard's is a condom company that is not well known by the general public. This campaign is intended to help spread awareness of the brand. Since condoms can be a touchy subject, I chose to approach it in a way that people feel comfortable with.
This print campaign focuses on the ease of using an Emerson electric wine bottle opener.
This was a collaborative project in which I was one of two art directors. We worked together to develop the concept and layout. We worked with a photographer in a studio in order to develop the visuals.
Art director: Brianne King
Photographer: Viviana Calderon
This campaign focused on the wide variety of flavors that Dreyer's sells.
This was a collaborative project in which I worked with a copywriter.