Spec- Appleberry Farms Magazine Ad
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Backstory
Appleberry Farms, is a company that is meant to be this leading producer of frozen organic produce. Their roots began as a family company, and as such, desire to retain a wholesome, family-centric personality in their marketing. This brand voice stresses empathy, friendliness, healthiness, and helpfulness.
The product “Simply Healthy Steamed Veggies” is a newly launched bag of frozen vegetables that take little effort to prep.
The Plan
Appleberry Farms intended to reach out to the audience that is busy moms. This product had to promote itself as the solution to prepping dinners in minutes; without sacrificing healthiness. Wanting to keep that tone of “helpful and healthy,” I decided to make a Spec Ad that was Superhero themed to convey the benefits to the target audience, who want fast prep healthy food that gives back more time to their hectic day.
Philo Arts Facebook Ad
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Backstory
Philo Arts is a company that’s passionate about unlocking a person’s creative mind through the outlet of art. Their target audience consists of artists with any level of expertise: advance, intermediate, and beginners.
The Plan
I wrote a Facebook ad designed to hook any readers who’ve had an iota of interest in art, but have always felt hesitant or lost attempting it. By honing in on the Emotional Journey technique, I paint a picture of what life would be like with the program and incentive the idea of gaining public recognition for one’s work.
Spec- Spotify Banner Ad
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Backstory
Spotify is a music streaming and media services provider that has millions of songs and podcasts in its catalog. They have two different service plans: Free and Premium Spotify. The former contains commercial breaks, limitations to the number of times a person can skip songs, and online-listening only. The latter service plan is a paid subscription that removes these restrictions.
The Plan
Get people to join Spotify Premium. I wanted to nail down Spotify’s playful and tongue-in-cheek personality, coupled with their fun duotone/gradient design. I thought creating a banner ad would serve as the perfect medium in conveying Spotify’s typical short copy. The features are communicated but only given meaning when they tie into the benefit: listening to Spotify anytime and anywhere (i.e., no dull moment)
Spec- Blu Bistro Social Media Ad
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Backstory
Blu Bistro is a restaurant that has a local scene for upcoming writers and poets. They have the occasional writing workshops.
The Plan
Generate an ad that is primarily used in social media, but can also be used as a flyer to physically advertise around. Wanted to emulate something vibrant and eye-catching, while retaining the minimalist and modern personality of the restaurant.
Pathify Website
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Backstory
Pathify is a SaaS Ed tech company turning the legacy student portal on its head with a simple philosophy: push relevant content, resources, and notifications to students to end their treasure hunt for information.
The Plan
Polish copy on several pages to capture Pathify’s goal of unifying link farms and siloed systems into one, accessible place: The Engagement Hub. Needed to hammer home to the target audience that students should be at the center of their own personalized journey — and one-size-fits-all solutions simply don’t cut it for the modern student.
Pathify Blogs
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Backstory
Pathify is a SaaS Ed tech company turning the legacy student portal on its head with a simple philosophy: push relevant content, resources, and notifications to students to end their treasure hunt for information.
The Plan
Realizing there was very little content that existed on the subject matter, Pathify wanted blogs that would continue conversations about the issues they aim to solve. This blog in particular highlights a student inclusivity issue prevalent in higher ed and offers tips on how to amend the pain points of the reader: specifically roles in admissions and IT.
Spec- Harvey HVAC Insurance Magazine Ad
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Backstory
Harvey’s HAVC Insurance is a insurance company whose primary focus is on home systems and appliances insurance. They figure they’d stand out more if they tried a unique path in their advertising compared to their bland competitors. Wanting to rebrand as more “bold” for an insurance company, they were willing to test the waters.
The Plan
Give their advertisement more pizazz to help them stand out, as well as get people to call about their service. The key was benefit-driven copy with a touch of wordplay. For the design, I noticed the smoke coming out of the broken down HVAC system looked a bit like angel wings, so I gave it a halo and made it slightly less opaque to play on the “it’s dead” visual. I used vibrant warm colors to contrast the blue background, with yellow being the glimmer of hope that wards off both the sadness (blue) and frustration (red) of a broken down HVAC.
MultiMedium Creatives Academy Sales Page
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Backstory
MMCA is company that offers programs to people who want to learn how to create a living on the internet. They have everything from on-demand videos, workshops, and a facebook private community for students.
Their biggest struggle is trying to get people to buy the idea that one can go viral on platforms like YouTube.
The Plan
Make the program sell itself. Incorporating a blend of picture-esque imagery and anti-objection foresight to really guide the reader’s imagination into visualizing life with the program. Honing in on the idea that most people don’t want to work a 9-5 and would rather have creative liberties – much like their favorite youtuber. They’ve since expanded with a bigger team and more courses on platforms like Tiktok and Twitch Streaming.
Spec- Product Description
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Backstory
Pokémon is one of the more long-running franchises out there. To say it’s “popular” would be a massive understatement. Demographic has always pointed towards kids, but in all honesty, it’s the 20-30 year-olds that grew up with it that make up a large part of the fanbase.
Pokémon Center is a store that carries Pokémon clothing, video games, and other merchandise.
The Plan
Make clothing like this hoodie sound enticing to the average Pokémon – regardless of age. Figuring out how to turn the features into appealing aspects of hoodies was the main challenge, but I believe I pulled it off. Took careful note to match Pokemon Center’s brand that is a playful tone of voice and knows that its fans are at least familiar with the more popular pokemon.
Spec- Product Description
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Backstory
Mario has a little something for everyone – of all ages. Hard to pinpoint an age group without alienating well-adjusted adults who just happen to collect these for themselves!
The Plan
Came at this from exactly that angle. Some kids would love to play with Toad, while others simply like to collect. There are many Toads, but this little guy here is CAPTAIN Toad. I believe that makes him important enough to have his own game. Problem is, he’s nowhere near Mario popular, so trying to make him sound appealing in his own right is quite the task. It’s a good thing the e-shop has a friendly and lighthearted brand voice.
Spec- Direct Response
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Backstory
SEO is a crucial element to growing a website. It’s something a lot of startups and even seasoned businesses struggle with. The newsletter is designed to give those struggling some tips. However, they first need an ad that generates interest.
The Plan
Headlines have the immense power of making or breaking a sale. To get people to sign up for the newsletter, I wanted to incorporate what I saw working within this niche. “Feeding the need” by using End Result + Short Time Frame as the Benefit. Most people who own a website care about web traffic (pain point). The Entrepreneur is the Audience Identifier and speaks to those who consider themselves as such. Together they form the hook.