Klein Go is the study away program offered at Temple University for the Lew Klein School of Communication, specifying in communications related opportunities. This campaign aimed to increase overall awareness of the program among students, and built off a pre-existing hashtag, #GoAway. The color palette comes from Temple’s brand guidelines. These ads will be put on rotation in the Klein building in the Fall 2019 semester. Art direction by Imani West.

This campaign intended to rework an existing campaign which was both poorly done and offensive. The concept behind the original ads was that different mattress owners dreaded going to sleep on their mattresses every night, making an off-putting play on the idea of domestic violence. The ads portrayed people with beat up faces, claiming that they were abused by their mattress. My reworking of the campaign held onto the idea of dreading going to sleep, but instead suggest that their mattress is haunted. This is not only much less offensive, but more genuinely fun of a concept. 

The goal of this campaign was to take a parity product that may get lost in the grocery store among a crowded shelf full of competition, and market it in a unique way so that it stands out. I decided to take Starkist tuna cans and promote the small amount of time and effort it takes to eat them, since I personally keep them in my pantry for that exact reason. However, I wanted my campaign to be more clever than simply stating that.

This is a 30 second video spot I created with Mike Mancano and Matthew Hurst. This commercial promotes how easy and accessible information is with Google. Anything you need to know is just one search away, so you can keep your private questions to yourself.

SFX:                                                    FAINT FIRETRUCK SIRENS/HORNS, QUICKLY GROWING LOUDER. THE SOUNDS OF SCREECHING TIRES, FOLLOWED BY A LOUD ROAR OF THE ENGINE AND SIRENS THROUGHOUT.

CAPTAIN:                                         (Yelling) Alright boys, this is the moment we’ve been training for! This is what turns boys into men! Men into heroes! This is why we’re here! People need our help and by god we’re gonna give it to them! Not all of us are gonna make it today, but this is what we signed up for! Now who’s with me?!

EVERYBODY:                                   (Collectively) Yeah!

MATTHEWS:                                   (panicked) My wife! I gotta call my wife! The kids! I gotta tell them-

CAPTAIN:                                         (Interrupting) There’s no time! It’s right up ahead! Everybody get ready!

SFX:                                                    TRUCK SCREECHES TO A HAULT. DOOR OPENS

CAPTAIN:                                         (Yelling) Go! Go! Go! Move it!

SFX:                                                    HEAVY AND FAST FOOTSTEPS. INDISTINGUISHABLE YELLS.

CAPTAIN:                                         (Yelling) This is it, boys! Jenkins! Break down the door on 3! 1! 2! 3!

SFX:                                                    ALL THE MEN START YELLING LIKE WARRIORS. THE

DOOR GETS SMASHED IN. A STARTLED MAN

SCREAMS FROM INSIDE AND THE FIREFIGHTERS YELLS DIE OUT.

JENKINS:                                          Sir, it’s just a bottle of tabasco sauce.

CAPTAIN:                                         (Shamefully, after a short pause) Ah crap, not again.

ANNCR:                                             Tabasco Pepper Sauce. It’s really hot.

I created this ad for my Copywriting for Print and Digital class in the Fall of 2017. The assignment required us to advertise Old Bay seasoning as a spice that’s good for more than only seafood, as it is most commonly associated with. I chose to portray this concept in a humorous, comic-like execution.

Similar to my Starkist campaign, this campaign aimed to reposition a parity product in grocery stores. With Camilla Reimer working on art direction, I wrote copy and helped develop the idea. Our goal was to position Gunter’s Pure Honey as the honey brand that is one with nature, so much that bees want to know their recipe.