Advertising Creative Direction Portfolio
This collection showcases the creative advertising campaigns Iโve developed during my time at the University of Tampa, where I honed my skills in strategy, design, and concept development. Throughout the portfolio, youโll 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 conceptsโincluding billboards, transit ads and interactive displaysโthat reflect Diorโs luxury image while standing out in a saturated fashion market.
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The ads are strategically placed in fashion-forward cities like New York, Milan, Paris, and Los Angelesโurban 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: Chinaโs 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 brandโs 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 Oceanaโs efforts in ocean conservation.
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 priceโitโs 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 purchaseโitโs 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
Comparison
Direct Mailer
This direct mail campaign was created to promote Owalaโs new Spring collection of water bottles, focusing on fresh seasonal colors and a limited-time offer of 20% off when customers buy two or more bottles. Aimed at design-savvy, health-conscious individuals who value both style and function, the campaign includes a custom-designed envelope featuring vibrant imagery, Owalaโs branding, and space for mailing details to stand out in a mailbox. Inside, the letter opens with a bold promotional headline, highlights the benefits of the new collection, includes two customer testimonials for credibility, and emphasizes urgency with a time-sensitive offer. The messaging is fun, youthful, and on-brand, encouraging customers to make hydration a colorful and stylish part of their daily routine.
