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Plant Slut

2024

Deliverables

Art Direction

Design

Brand Strategy

Advertising Research

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This campaign was my advertising Capstone project and the biggest I've ever worked on. I worked on a mock agency with four fellow students.

My Role

For this campaign, I worked as a member of Aurora Agency, a mock agency created in my capstone advertising course. The campaign was developed for a local business, Plant Slut, and over the entire semester. I ended up pulling a lot of weight on this project and felt that the end product would've been better had I had more support from my agency members.

In addition to working collaboratively on the rest of the project with my team, I singlehandedly produced the following deliverables:

  • List of potential single-minded propositions (SMPs)​

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  • All consumer focus group research for SMPs​

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  • Creative guidelines​

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  • All consumer focus group research for ad concept

  • All creative deliverables

    • 4x6 card​

    • Poster

    • Billboard​

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  • Creative execution of final campaign book​

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  • Creative execution of final campaign slide deck

Full Campaign Book

At the end of the semester we formally presented our campaign book along with a slide deck to a panel of 5 faculty members and advertising professionals.

The book and deck and very similar yet serve two different purposes, as the latter was supported by our presentation.

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Full Campaign Slide Deck

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Takeaway
This campaign pushed me beyond my expectations, challenging me creatively, socially, and organizationally. While the stress was intense at times, in the end, the experience was incredibly rewarding. More than any other project, it prepared me for future professional interactions and growth.
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