To celebrate their 100th year in business, Pep Boys picked up a fresh new look and embarked on a high-octane launch event for all the regional leaders across the country. Popping up everywhere from Las Vegas to The Big Apple with prizes, merch and scholarships in tow, each stop was treated with their own social content and recap video. And to take the celebration one step further, we hit the race strip to keep the momentum running by establishing a still-standing relationship with the NHRA.
Pep Boys: Centennial Celebration
Primarily writing for Gerber Collision & Glass, my work includes crafting social media posts and campaigns, developing impactful email and digital marketing content and creating national conference collateral that aligns with key themes and messaging each year. Additional work includes video, transcript reading, sales material and signage, ensuring a consistent, compelling brand voice.
The Boyd Group
Social
Leadership Conference
Conference work includes:
-
Overall concept and messaging
-
Creating all conference collateral such as
-
Event banners and signage
-
Swag
-
Sourcing entertainment
-
Sponsor materials
-
Awards collateral
-
Presentation decks
-
Event hype videos
-
-
Creating follow-up collateral as needed such as:
-
Take-home baskets
-
Event recap social + video
-
Formed from two spray foam insulation leaders, Enverge unites more than 40 years of expertise
and innovation. This 360 launch campaign announced an exciting new future for Enverge under the Holcim Building Envelope.
Enverge Spray Foam
As a Copywriting Intern and later a Jr. Copywriter, I wrote content across several platforms for brands such as MotorCity Casino-Hotel, Valero Oil, Travelocity, CarFax, OnStar CRM, and more.
Campbell Ewald
STUDENT WORK
Vans Custom Shoes
Multi-media campaign for Vans Custom Shoes. At the time of the campaign, Vans was the only major shoe brand allowing the custom feature of uploading your own images onto the shoe, making this a creatively unique opportunity to target millennial artists. We feature street art from around Detroit with interactive mediums to show how art can be taken with you wherever you go, when you Customize Your Sole.
For a third year running, the Detroit football brand Xenith came to the College for Creative Studies Product Department. By extending their Product Design project to Advertising, Xenith wants to not only enhance their football branding, but enter a new sport altogether: soccer. My team created a launch campaign for Xenith Soccer, encouraging people to get involved with the soccer community, because Soccer Moves Us when it becomes a part of your everyday life.
Xenith (Client-Sponsored Studio)
Case Study
A Semester with Xenith
Xenith Soccer: Process Book
In the digital age, nearly any service you can think of is available online, including those for sexual health. NURX is an online option for people seeking services like birth control, STI testing and more. These social and longform videos target those who are misinformed on treatable diseases, or don't believe regular testing is necessary. NURX provides the services and information to prove there's nothing sexier or more romantic than being free of treatable STI's.
NURX Online Healthcare
Social
Branded Entertainment
A 360 campaign on news bias and misinformation, taken from The Young Ones 2019 creative briefs. My partner, Nadia Fioritto, and I found in our research that a majority of millennials can't tell the difference between a fact or an opinion in the news they read, usually because of the wording in an article and one-sided facts. Our campaign uses real current events as a metaphor to show how differently a story is perceived when we aren't getting the entire, unbiased truth. We encourage the audience to Get Deep With The Times, and look closer at their news to find key elements of one-sided news, no matter how subtle.
The New York Times (Young Ones Brief)
Research
Case Study
The New York Times: Executions