In conjunction with the COVID-19 pandemic, this project examines how brands deal with a global crisis. A responsible brand should initiate a positive impact on the world during trying times, using their influence to help educate and empathize with their audience.

In an athletic field where the primary consumers catered towards are older and male, The North Face wants to transition from their traditional target demographic with a more progressive future in mind. The business understands how connecting with the younger generation of female outdoor enthusiasts through strong brand relationships built from inspiring storytelling is imperative when driving a more inclusive change.

Advertisers work on various types of projects for clientele. Creatives in the industry must gain experience with developing campaigns that incorporate a marketing strategy and creative promotional materials appropriate for a lower marketing budget, often observed with non-profit organizations and smaller businesses.

Alternative marketing (non-traditional marketing) allows advertisers to devise creative, innovative, and unconventional strategies that can stand out against traditional advertising practices (at a low cost). This guerrilla marketing project aims to foster a memorable brand experience, while creating something playful and interactive with viral social media potential, ultimately encouraging passerby to download the music app.

How do seemingly mundane products and services market themselves apart from sister and imitation products? Brands must build a deeper connection with their audience using powerful storytelling and compelling values, advertising the unique qualities customers can only find with that brand.

Innovative advertisers must practice applying creative ways to step outside of the status-quo by repositioning the brand so it reaches beyond the pre-existing target audience. The best brands reach farther past the line of expectation, they utilize original strategic thinking to develop the brand image to become not just a product or service but a lifestyle full of values.

We are in the age of fragile progression of equality. The ongoing fight for female empowerment and confrontation of toxic masculinity in society has led to more discussions about these issues in hopes of finding a greater solution. In light of this, brands must show support for these liberal movements by addressing the topic in their own ways. These campaigns also ensure the continuation of the conversation and inspire important relevant points of interest. The key is addressing the issues at the root and educating others.

Clutch (aka. Clutch Creative Talent) is a talent acquisition firm, specializing in staffing workers for marketing/advertising related activities. They essentially work as the middle-man between the potential talent (person being employed) and the employer, which helps overwhelmed HR offices and businesses who need a niche specialist. Clutch requests for a new ad campaign that will help increase their brand exposure and capture more professional talent.

Temple University's Klein College of Media and Communication's Department of Advertising and Public Relations hosts an annual professional networking event for their graduating seniors to promote their accomplishments to Philadelphian employers. A small select team of student seniors is created by the department committee to help develop a promotional campaign and materials for the event.

Executive board member in a creative production position for two university student organizations. Integrating fun graphics in promotional material to increase student interest and participation.

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