Campaign

I have built strong campaigns that are built on the foundation of a marketing initiative that have successfully promoted many different service or products. These serve as a strong tools in storytelling.

CAYSTON CAMPAIGN

Cayston was a new drug that helped fight an infection caused from Cystic Fibrosis. We landed on a campaign that used real patients that used Cayston. The real Patients were shot in a heroic forced perspective that really highlighted them and their triumph over their infections with big sky and easy breathing. Whithin the landscape we portrayed their graph which shown improved healing whithin each image.

TECFIDERA CAMPAIGN

Tecfidera was a new player in the ever growing fight to com- bat Multiple Sclerosis. We felt that we wanted to position the solution to be about the patient and we created a “me” character that was soft and feminine as MS afflicts mostly women. We used “me” to speak to how Tecfidera has allowed her to suppress her attacks. Me was friendly, warm and relatable in what she talked about.

National Ad Campaign “Farmers Market” • Bob Evans

BOB EVANS FARM FRESH CAMPAIGN

My team and I developed a campaign to focus on a romantic de- piction of Famers Markets and positioned Bob Evans offerings to be fresh from the farm market. It enabled us to create a fun, active campaign that exspanded the breadth of the offerings around a new emerging trand at the time. I followed the project through from concept development, to print execution into storyboarding model selection and shooting.

CHERYL’S MINI CAMPAIGNS

I developed direction for the team for mini campaigns that would fit in between the “bigger” campaigns. I worked with Marketing and Merchandising to create the strategy and the idea for the campaigns and then developed a directional document for the team to design the creative. Click the link to be able to review the directional document that contains the direction and the executions as they were presented to the larger team.

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