Client Projects

Redbull

Video
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Red Bull adapts its image to secure its market leadership within the rapidly expanding health drink and energy drink realm. Red Bull is framed as a brand that supports people who maintain healthy habits and a fit lifestyle.
As consumers increasingly prioritize wellness, Red Bull launches advertising to broaden its appeal, attract new consumers, and maintain relevance. This adaptation aligns with evolving consumer preferences, ensuring that Red Bull remains competitive in a growing, wellness-driven market and is positioned to overtake competitors (i.e, Celsius).
Red Bull’s current positioning revolves around providing energy and vitality, embodied by the slogan "Red Bull gives you wings." It helps connect with a youthful, active audience through extreme sports sponsorships, music, and dynamic content from its media house.

Digital Campaign
Product Line & UGC Contest

This growth campaign was done for Charleston-local brand Free Fly Apparel. It intends for Free Fly to expand their product line, incorporating children in an underserved niche— the children’s premium swimwear/surfwear market.
Free Fly is framed as a lifestyle brand whose core values are centered around consumers’ fondness for water-based activities such as fishing and surfing.
Since the pandemic, there has been an increasing trend of outdoor activities and water-focused lifestyles among families. The market for outerwear is rapidly expanding, and the kids’ swimwear market is projected to grow to a worth of about $10 billion by 2031 (Market Report Analytics 2025).
This campaign includes not only the product line extension, but a UGC promotion contest allowing consumers to share their “Raised by the Water” stories, supporting promotion efforts.

Digital Campaign
Series of Mock-Posts

The College of Charleston wanted to post about its Executive MBA program on a platform that is relevant among professionals and appeals to its target audience, aspiring executives between the ages of 25-45.
Representatives of the client (CofC’s school of business) came to judge several presentations about different graduate-level programs and how they would be promoted on various social platforms. The panel of judges decided:
This presentation was the winner.
This pitch argued that X was the best way for the CofC Business School to reach aspiring and current members of their EMBA program. Our research and presentation supported X as the best platform for its ability to keep the EMBA program’s target demographics (students, professors, parents, etc.) up to date on the constant inner workings of the program and scheduling, while also posting about upcoming events, including job fairs.

Billboard(s)/Digital Ad Campaign
Canva, Informational Flyers/Pamphlet

After evaluating the “Global Warming’s Six Americas,” study by the Yale Program on Climate Change Communication, the UN Environment Programme sought to maintain relevance among the “Dismissive” audience (below).
The idea behind this campaign was to appeal to one of the smallest sectors of the US population: people who do NOT believe climate change poses a risk to our planet and the people who live on it. Statistically, this audience is primarily comprised of devout Christians who believe in divine intervention over the Discovery Channel.
The intention and positioning of “The Future is Now” ad is centered on providing a comprehensible message for an audience that is guided by faith over fact. It is designed to resemble the “REPENT” ads (as seen below) seen on the I-26 South highway, a road I’ve ventured up and down several times throughout college. This campaign could be a digital pop-up ad and adapted as a billboard. It connects with the “Dismissive” audience through its use of pathos over ethos and logos, though the digital version provides a link to the UN Environment Programme website with simple tips on how to reduce environmentally detrimental habits.
To see more of my environmental campaign work, take a visit to my Writing Samples ;)

heavily based on these.

Goldfish adapts its image to ensure its framing as a kid-favorite snack. Goldfish is framed as a brand that supports people who are happy, easygoing, and dependable, like children.
As consumers increasingly prioritize wearing masks and social distancing, Goldfish has the opportunity to launch graphics like these to maintain relevance. This adaptation aligns with evolving consumer preferences, ensuring that Goldfish remains fun and reliable during the pandemic.

Digital Ad Campaign

Wonderful Pistachios takes a “crack” at their framing as a snack for people who maintain healthy habits and a fit lifestyle.
This adaptation aligns with consistent consumer preferences, allowing consumers to view their appeal with more excitement than your average nut.