Advertising Creative Direction Portfolio
This collection showcases the creative advertising campaigns I’ve developed during my time at the University of Tampa, where I honed my skills in strategy, design, and concept development. Throughout the portfolio, you’ll find a variety of projects that demonstrate my ability to craft impactful, engaging advertisements for different brands and causes.
Ambient
This campaign was designed to bring awareness to the iconic Dior Saddle Bag, blending its classic elegance with modern, edgy flair to appeal to Millennials and Gen Z. The objective was to create a series of innovative outdoor advertising concepts—including billboards, transit ads and interactive displays—that reflect Dior’s luxury image while standing out in a saturated fashion market.
The ads are strategically placed in fashion-forward cities like New York, Milan, Paris, and Los Angeles—urban spaces where self-expression and street style thrive. These locations help Dior meet its target audience where fashion is not just consumed, but lived.
Billboard
Active
Transit:
Side of bus
Cultural
Inspiration for the ad: China’s Dragon Boat Festival
The Dragon Boat Festival, or Duanwu Festival, is a traditional Chinese holiday celebrated on the fifth day of the fifth lunar month. It is known for dragon boat races and rituals honoring the poet Qu Yuan. By aligning McDonald's with this festival, my ad highlights cultural appreciation while promoting the brand’s digital presence.
Rather than introducing new menu items, your ad emphasizes the convenience and benefits of the McDonald's app, encouraging users to engage with the brand through exclusive festival-themed deals, rewards, or interactive content. This approach allows McDonald's to honor Chinese traditions while reinforcing its modern and accessible customer experience.
Campaigns
The Oceana ad campaign aims to inspire Generation Z and Generation Alpha, particularly college seniors and younger, to take action in preserving the oceans for their future. With the ocean's damage reaching irreversible levels, the campaign highlights the power these young individuals have to create meaningful change. Across three print ads with an identical layout, the focus will be on spreading awareness of Oceana's mission to protect marine life. Each ad will feature a compelling headline, impactful imagery, and consistent copy, all reinforcing the urgency of the issue. The same logo, tagline, and call to action will appear in each ad, while unique headlines and copy will engage the audience in different ways, urging them to support Oceana’s efforts in ocean conservation.
Integrated
Introducing the Dolce & Gabbana x SKIMS collection—a bold blend of couture and comfort for the modern woman. A striking print ad captures the collection’s fearless style, while a premium direct mailer offers a tactile preview for loyal fans. Eye-catching ambient ads bring high fashion into everyday spaces, and a sleek website ties it all together with a seamless shopping experience. This campaign makes comfort powerful—and couture wearable.
Social
Introducing Couture Chaos, a playful and unfiltered social media campaign for Miu Miu that embraces the beauty of imperfection. These Facebook and Instagram ads highlight the chaotic, unhinged, yet effortlessly elegant spirit of Miu Miu—showing that you can be authentically yourself throughout your day, whether you're eating, commuting, or working, all while serving high fashion.
Package Design
The CloudLock Hairspray campaign targets busy, on-the-go women who need a flexible, long-lasting hairspray that keeps their style intact while feeling natural and fresh. Unlike traditional hairsprays that leave hair stiff and sticky, CloudLock offers a flexible hold, a light, fresh finish, and long-lasting results, allowing hair to move freely throughout the day without losing its shape. The packaging, inspired by nature, features a sleek design with a soft, calming color palette and a modern typeface that reflects the product's clean, relatable, and simple personality. With a focus on natural beauty and easy styling, CloudLock empowers women to confidently maintain their look without the heaviness of traditional hairsprays.
The Christian Dior campaign is designed to inspire those who have never shopped luxury fashion to embrace the brand and feel empowered. Focusing on individuals who may perceive luxury as unattainable, the campaign emphasizes that Christian Dior is not just about the price—it’s about the confidence and beauty it brings. By using a comparison between everyday fashion and the transformative power of luxury, the campaign shows how Dior elevates your style. The call to action at the end uses a punch word at the last minute, driving home the message that Dior isn't just a purchase—it’s an experience that makes you feel extraordinary. The tone is confident, bold, youthful, and sassy, encouraging consumers to step into the Dior world with confidence.
Punch word at the last minute
