This Goldfish project was a spec campaign I made for my 230 class. I was in charge of both the copy and art direction in my group.
I wanted to put a different twist on Goldfish’s slogan “The snack that smiles back.” With the target market being college-aged kids, I wanted to focus on how Goldfish crackers can make any bad situation better. When someone is feeling down, all they have to do is look at those smiling crackers and can’t help but smile back. Hence the new tagline I made for the campaign: #smileback
Dollar Shave Club (2016)
In my Comms 330 class taught by Chris Cutri, I made this ad for Dollar Shave Club.
I liked the concept but the ad looked terrible, so I refined it.
I decided to forgo the picture of a kid with a grubby mustache. William Taft’s stern, disapproving stare seemed to get the point across on its own.
This ad to a couple commercials for Dollar Shave Club I made for my Comms 312 class. These are two 30-second commercials, written, filmed, edited, and narrated by me (pardon my lousy narrating voice, which has been described to me as nasally yet husky).
This is a script for a one-off commercial I wrote for Cheetos.
Traeger Grills (2016)
This was an AdLab project I worked on for Traeger Grills. I initially started out as the art director, but after some group members had to leave, I eventually took on the role of copywriter.
Our insight was that many people like to feel like they’re more a part of nature. The uniqueness of Traeger’s wood-burning grills gives them an opportunity to go back to their roots as a species. This led to our tagline “Real wood. From trees. As nature intended,” and the hashtag #asnatureintended.
Our goal was to create humorous ads that emphasized the uniqueness of Traeger’s wood-burning grills, while staying true to the Traeger brand.
National Memorial for Peace and Justice (2018)
For my capstone class, our job was to come up with a campaign for the National Memorial for Peace and Justice, the only lynching memorial in the United States, which had opened earlier in the spring of 2018.
From the beginning, we knew this was going to be a tricky project. Since we were a class of all white kids, we didn’t want this to be a typical white savior project. We wanted to find a way to advertise for the memorial with respect, compassion, and dignity, and really let the memorial speak for itself, without inserting ourselves into the narrative.
Our unofficial guide for this project was Bryan Stevenson, the head of the Equal Justice Initiative, and the man who spearheaded the construction of this memorial.
He came to speak at a BYU forum during the semester, and it was a powerful, moving experience. He has this way of balancing the weighty issues of injustice and inequality with an uplifting message of hope. Rather than walking away feeling despair, I left feeling like I could make a difference.
As my group worked on creating our campaign, we began to get bogged down with what the message should be. But I realized that we were advertising for a place and an experience, not a finished product. Our campaign didn’t have the responsibility of educating people about our country’s entire history of racial conflict and oppression. That’s what the memorial was for. Our campaign just had to get people to go to the memorial, and then let the memorial do the rest. This simplified our message drastically, and became our driving force behind the campaign.
When trying to figure out what we wanted the Big Idea of our campaign to be, we looked to some of the writing at the memorial. Particularly, this quote:
This led to what became our big idea:
Once we had the idea, my job was to start working on the print and digital ads. Since the memorial didn’t have an official logo, I made one:
The purpose of the print ads was two-fold: help people remember our nation’s past history of racial violence and terrorism, and convince people to come to the museum. As the weeks went by, we had some pretty good ads, but we became so focused on the jarring aspect of it, that we lost sight of the hope that Bryan Stevenson had given us. There had to be a balance, and we were lacking and too wrapped up in everything to see it.
The night before we gave our presentation, two members of the group came up with these ads. As soon as they showed them, I realized how far off track we as as group were starting to get. From the instant they showed us these new ads, I knew this was the direction that our campaign needed to go all along. After making a few tweaks to the presentation, this was the final result: a message of hope, and letting the memorial speak for itself.