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In order to increase product awareness and debunk preconceived stigmas surrounding Play-Doh's brand image among the market, mADison creative's BIG idea for this campaign was: 'It's okay to be a kid again'. No matter how old you are, you never outgrow fun. My responsibilities in this agency primarily consisted of production within the Adobe Creative Suite, copywriting, design, and ideation. Enjoy!
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AD CAMpaign booklet
Ad campaign presentation
Research
Creative Brief
The bright red and yellow are reminiscent of a classic Play-Doh canister. Each header is accented by a row of balled up Play-Doh in various colors. The font chosen for the main and sub-headers–Chalkboard, is representative of Play-Doh's indistinguishable branding.
Print advertisements
Magazines are the perfect placement to advertise to Gen-Z because ads in magazines are likely to be noticed. Those who choose to read magazines, which a great deal of our demographic does, flip through all of the pages and therefore will see the ad. Magazines are great because they can be reused and shared. This means multiple pairs of eyes will be looking at them. Magazines also last a long time. People tend to keep them around whether it be in a waiting room, a bathroom, or even on a kitchen counter. Lastly, magazines are a high-quality way to display an advertisement. This gives ads the opportunity to be presented in high resolution and comes across in a professional sense.
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This design is for Play-Doh’s Grill King scent. The copy “your imagination is at steak” conveys the message that Play-Doh can help people regain their youthful imagination. The steak is made out of Play-Doh in this design to show the product in use. The name of the scent is visible for increased product recognition and the color of the steak matches that of the packaging. The pretend steak on a real grill is to appeal to consumers’ sense of smell and help them to imagine what the product would smell like in real life in a creative way.
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This design is for Play-Doh’s Dad Sneakers scent. The copy “you’ve got some big shoes to fill” implies that the target market is still growing up. The background is made up of the same pattern on the product packaging to make it easy to recognize in-store. The can itself is outlined in a bright orange to make it pop and draw the viewer’s eye directly to it. The sneaker pictured is very similar to the illustrated ones in the background, making the visual as a whole more cohesive while portraying this specific scent of this Play-Doh.
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This design is an ad for the Spa Day scent. The copy “relax like it’s recess” is included for the consumers to associate the product with the worry-free, fun memories of their youth. The woman pictured is on a playground slide that corresponds to the colors of the packaging for this version of the product. The woman has her head wrapped in a towel and cucumbers made out of Play-Doh on her eyes. This shows the product in use and also makes it easier for consumers to recognize what the packaging resembles on a shelf. The cap of the product is also included for increased product awareness and recognition.
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Guerrilla Marketing
The guerrilla marketing piece for Play-Doh is a customized manhole. Manholes are a perfect fit for our client for several reasons. People frequently look down when they walk on the street and on sidewalks, thus their attention is already positioned in the direction of the placement. Furthermore, there are manholes every few feet in towns and large campuses. Urban areas are heavily trafficked meaning several people will walk past the placement and see it. The demographics in such urban areas are often younger adults which is the target market for this campaign. A colorful Play-Doh lid manhole would take pedestrians by surprise and create buzz and interest as it can be easily spotted from down the street or from a building. It is easy to snap a picture of and share on social media as well. This placement differs from some of our eliminated ideas because it is unaffected by weather, season, interaction, or time. Manholes are constant and visible.
The design for the manhole is created to replicate the lid of a Play-Doh can. This allows consumers to draw the parallel between the circular shapes. The colors were chosen to align with those of the Grown-Up Scents and are also bright and pop which draws a pedestrian’s eye. The colorfulness stands out especially because of the location of the manhole as it will contrast the dark, usually gray and black ground surrounding it. The brand name of the client is surrounded in a bright color and is bold to help it stick out in the viewer’s mind. Variations of the manholes are created to represent each different scent in Play-Doh Grown Up Scent product line.
Out-of-home advertisements
Murals
Placement Rationale:
Firstly, murals are a visually pleasing art, often compared to their surroundings which are normally dark-colored pavement. This makes peoples’ eyes gravitate towards them and enjoy looking at them. Murals are also very large in size which makes them almost impossible to miss. Murals can add charm and character to any given area. Murals can also easily be seen by a high volume of people. Murals are visible from the street, from building windows, from cars, and more. Placing a Play-Doh mural downtown from college campuses allows it to be widely seen by our target audience. Murals are not an ad you can swipe or scroll past, it stares at you back and doesn’t move. Lastly, murals are great for generating buzz. Especially with social media, murals can easily be photographed and are oftentimes interactive. This makes them “insta-worthy” and gets people excited to talk about the mural and share more of it through their personal social media accounts. A mural can also get the community involved as local artists can be hired to paint it. Furthermore, it leaves a lasting impression. Whether someone sees it on a walk to work or on a drive home from the gym, it will stick out and help the brand stay top-of-mind. Lastly, it is a cost-effective option as it does not require a recurring fee.
Design Rationale:
The mural visual is designed to pop and stand out among everything else around it. The Play-Doh can look as though it is pouring out color and all of the different items are coming to life. The mural is bright and attention-grabbing. The color fills the entire mural area to really draw the eye. The mural includes the themes of each scent and its corresponding item to make the packaging recognizable by viewers in a store. The background colors are lighter because they are designed to not be harsh on the eyes and to contrast with the darker surrounding elements. Each item is at an angle to look as though they exploded out of the can and are being thrown into the world. This creates movement and creates a dynamic visual ad.
Firstly, murals are a visually pleasing art, often compared to their surroundings which are normally dark-colored pavement. This makes peoples’ eyes gravitate towards them and enjoy looking at them. Murals are also very large in size which makes them almost impossible to miss. Murals can add charm and character to any given area. Murals can also easily be seen by a high volume of people. Murals are visible from the street, from building windows, from cars, and more. Placing a Play-Doh mural downtown from college campuses allows it to be widely seen by our target audience. Murals are not an ad you can swipe or scroll past, it stares at you back and doesn’t move. Lastly, murals are great for generating buzz. Especially with social media, murals can easily be photographed and are oftentimes interactive. This makes them “insta-worthy” and gets people excited to talk about the mural and share more of it through their personal social media accounts. A mural can also get the community involved as local artists can be hired to paint it. Furthermore, it leaves a lasting impression. Whether someone sees it on a walk to work or on a drive home from the gym, it will stick out and help the brand stay top-of-mind. Lastly, it is a cost-effective option as it does not require a recurring fee.
Design Rationale:
The mural visual is designed to pop and stand out among everything else around it. The Play-Doh can look as though it is pouring out color and all of the different items are coming to life. The mural is bright and attention-grabbing. The color fills the entire mural area to really draw the eye. The mural includes the themes of each scent and its corresponding item to make the packaging recognizable by viewers in a store. The background colors are lighter because they are designed to not be harsh on the eyes and to contrast with the darker surrounding elements. Each item is at an angle to look as though they exploded out of the can and are being thrown into the world. This creates movement and creates a dynamic visual ad.
Campus Bus
Placement Rationale:
Transit advertising is perfect for this campaign for several reasons. First, it can’t be ignored. Nobody can scroll past it or change the channel on it. It also is guaranteed to get people looking at it regardless of if they are riding on the bus or walking or driving past one. It is also great because, generally, people who ride the bus do so on a daily basis. This leads to a repetition of brand visibility which can increase brand recognition and recall among an audience. A bus on a college campus is fitting as college-aged students are the age range for this campaign’s target demographic. A lot of college students take the college buses to get to and from class as they might not have cars or simply go to schools with a large campus. Lastly, similar to murals, bus ads are cost-effective as they, most of the time, only require a one-time fee.
Design Rationale:
The design for this ad is meant to be clean, bold, and simple to understand the message even at a quick glance. The Play-Doh cans and tagline are large and easy to see and read because of the contrast against the white bus.The image also displays what each scent is to engage the viewers’ imagination. There is little movement in the ad to make it easy to see since the bus itself is moving.
Transit advertising is perfect for this campaign for several reasons. First, it can’t be ignored. Nobody can scroll past it or change the channel on it. It also is guaranteed to get people looking at it regardless of if they are riding on the bus or walking or driving past one. It is also great because, generally, people who ride the bus do so on a daily basis. This leads to a repetition of brand visibility which can increase brand recognition and recall among an audience. A bus on a college campus is fitting as college-aged students are the age range for this campaign’s target demographic. A lot of college students take the college buses to get to and from class as they might not have cars or simply go to schools with a large campus. Lastly, similar to murals, bus ads are cost-effective as they, most of the time, only require a one-time fee.
Design Rationale:
The design for this ad is meant to be clean, bold, and simple to understand the message even at a quick glance. The Play-Doh cans and tagline are large and easy to see and read because of the contrast against the white bus.The image also displays what each scent is to engage the viewers’ imagination. There is little movement in the ad to make it easy to see since the bus itself is moving.
This section showcases my copywriting skills and the proficiency I gained with Adobe InDesign while working with four other Media Arts and Design Students at D&B Agency––Daniel and Buddies. Our main objective was the development of advertisements for various local business in Harrisonburg, Virginia. This process always starts with research and the creation of a creative brief. All research and copy present on the creative briefs featured on this page were created in collaboration with my classmates. My main responsibility throughout my time in the agency was designing and formatting the creative briefs. Take a look!
To view the campaign in its entirety, check out the D&B portfolio website through the link below!
To view the campaign in its entirety, check out the D&B portfolio website through the link below!
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Mercy House
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The design for this brief was inspired by Marvin Gaye's Mercy Mercy Me (The Ecology). Check out the full campaign on the D&B website!
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with simplicity
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To capture withSimplicity's vision for this advertising campaign, I incorporated their all natural products and earthy tones to create a clean yet eye catching brief. Check out the full campaign on the D&B website!
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Cat's Cradle
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Inspired by the furry felines that Cat's Cradle seeks to serve and protect, this brief laid the foundation for our outstanding social media campaign. Check out the full campaign on the D&B website!
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Mentorship Program Rollout
Showcased below is the communication campaign for the Women on Course mentorship program rollout. This campaign was distributed via multiple media channels and reached the over 20,000 members of the Women on Course organization.
Digital marketing campaigns
Showcased below are various advertisements I developed for the Women on Course Facebook and Instagram pages.
This blog explores the nuances of the sustainable fashion industry. Sustainable fashion is an emerging trend centered around the minimization of harmful emissions, waste, and water that are the result of mass textile production. Current means of production in the fashion industry are largely dependent on fast and efficient manufacturing measures, a habit that increasingly proves its detriment to the global environment (Pasquarelli, 2019, par. 2). Due to an ever increasing consumer demand, ethically sourced clothing and organic/recycled materials are currently at the marketing forefront of many clothing giants, such as H&M, Ralph Lauren, Uniqlo. The worldwide director of the Innovation Group and JWTIntelligence.com at Wunderman Thompson, Lucie Greene, comments that, “Sustainability used to be seen as a nice-to-have and a fringe trend, but now it's a core differentiator and a way consumers are really deciding between brands.” The significance of this consumer demand is not to be overlooked, as it appears to be an essential factor in the success of fashion-brands, large and small, moving into the future.
The target audience is women interested in fashion from age 25-35 that live in the US. They live in urban areas such as New York City and San Francisco (MyBestSegment, 2019). They are primarily experiencers, but also innovators. These women are social and are seeking to be stimulated either visually or physically which helps them stay on top of the latest fashion trends (SBI, 2009-2020). They are tech savvy, young educated singles that use commercial media and interpersonal information sources like blogs and social platforms like Twitter and Instagram when making their purchase decision and to stay relevant (MyBestSegment, 2019). They are early adopters who are quick to start the latest trends (SBI, 2009-2020). In other words, they are opinion leaders who are willing to take on some risk on new products but are more concerned about failure than innovators. They are skeptical about advertising, and as a result, are always taking in information (SBI, 2009-2020).
In addition, they are aware of the environmental impact done by the fashion industry (Mintel, January 2020). They tend to follow a minimalist mindset when shopping where they make only a few big purchases throughout the year (Mintel, January 2020). They are a part of the reseller market that is “focused on making smarter, more resourceful shopping decisions” (Mintel, January 2020). They are a multi-channeled shopper that primarily shops in-store but also goes online and through apps (Mintel, January 2020). They are motivated to buy from brands that mirror their values and make them feel connected to a community, as a result, they are less price sensitive (Mintel, January 2020). With their need to seek information to help them identify brands and products that match with their beliefs and values, Sincerely Sustainable will be the ideal fashion blog to help them dissect and analyze the marketing and advertising practices in the sustainable fashion industry.
There are countless blogs dedicated to sustainable fashion; The Sustainable Edit, Sustainably Chic, Ecocult, Sustainability in Style, Fashion Hedge, Live Eco, Eco Warrior Princess and What Pixies are just a few (The Most Inspirational Blogs on Sustainable Fashion, 2019). Sustainable fashion blogs tend to serve as either a guide and resource for individuals who want to make the switch to sustainable fashion, or as a place to unite those who are passionate about having an ethical closet. According to the State of Fashion 2018 report by BoF & McKinsey, 66% of global millennials are willing to spend more on brands that are sustainable (Brandon, 2019). That being said, sustainable fashion blogs have acquired quite the following over the last few years; they are so popular to the point that when one Googles “sustainable fashion blogs,” the first hit is titled “Top 75 Sustainable Fashion Blogs and Websites on the Web in 2020.” Though there are a multitude of sustainable fashion blogs to choose from, there is not a single blog that addresses the marketing tactics or promotional tools that have been used to motivate millennials across the country to ditch cheap brands like Forever 21, and become loyal customers to expensive brands such as Reformation.
One of the most popular sustainable fashion blogs is Sustainably chic, sustainably-chic.com, with the tagline, “because fashion can exist responsibly.” Sustainably chic has a page dedicated to defining sustainable fashion, stating that for a garment to be sustainable, “it should be eco-friendly, ethically-made, lasting and accessible.” Another area of content covered by the blogger is a “sustainable brand directory,” in which she provides hyperlinks to sought after sustainable womenswear, jewelry, handbags, shoes, lingerie and loungewear, activewear, and more. The aesthetic of Sustainably chic, its focused blog topics, and the face behind it ensure that millennials are the target audience. With links to sustainable menswear for husbands and sustainable clothing for babies and “kiddos,” there’s no question that this blog is targeted to fellow millennials with similar lifestyles. The writing style is very informal, saying things like “We could make a long list of what a sustainable garment should be…” to make readers feel connected to the blogger. Though it has a conversational tone, it is highly informative, providing countless sustainable brands and delving deep into the meaning of sustainability. The design is simple yet chic as the name suggests; the blogger uses lots of earthy tones, stylish fonts, and aesthetically pleasing pictures to make for an optimum user experience. Most of the images are sourced from Pinterest, and if not, they are all cited directly below. The blog is very user-friendly and easy to navigate, though its aesthetic is very similar to other sustainable blogs, and thus it lacks a bit of originality.
Another popular sustainable fashion blog is Ecocult, ecocult.com/. Ecocult’s tagline is “Sustainable fashion and travel for the conscious woman.” The tagline in itself emphasizes the target—millennial women. The blogger’s posts are centered around sustainable fashion and products like most other sustainable fashion bloggers, though they even get political at times, addressing topics such as “how showrooms and agents can help independent brands by underrepresented communities get noticed…” Another recent blog post is titled “The Most Ethical and Eco-Friendly Socks and Slippers to Keep Your Toes Toasty.” The writing style is again, informative, but more on the informal side, writing almost everything in second person. Ecocult has a unique aesthetic compared to other sustainable fashion blogs, with navy and red accents. Just like Sustainably chic, it provides lots of links to sustainable brands and captivating images. In contrast, however, it addresses more pressing issues regarding what exactly is going on in the fast fashion industry and dives into political topics. Its design isn’t the best in terms of being user-friendly; there’s a lot of information and wordiness accompanied by disorganization, for the blog feed isn’t split into specific categories.
Through this series of blog posts, the group has decided to stick with analytical and informational posts. The blog will seek to both investigate and understand how the emerging industry of sustainable fashion promotes itself in a competitive, complex market. It will evaluate what is going on behind the scenes; what kind of promotional tools are being used, and how they are so effective. It is important to make sure the viewer has an understanding of all the facts to fully comprehend why the topic is serious, especially in this case of sustainable fashion and environmental changes. It has become a major selling point, specifically within the millennial generation, and for a good reason. According to a study done by Nielson in 2015, seventy-three percent of millennials seek out sustainable and ethical clothing brands and will even spend more on their garments to support the cause (Martin-Muir, 2018, para. 3). Not only are these brands helping the environment, but are driving home major sales through their marketing choices and packaging materials (Gilliland, 2017, para. 2).
Ethical, sustainable brands know that their market is generally to the millennial generation. Within the millennial generation comes a push to have a strong social media presence. With the help of celebrity influencers and ambassadors, the companies are able to capture the attention of their large following audience and gain attraction from those who may not even be looking for a sustainable company (Martin-Muir, 2018, para. 23). Sustainable brands are also going back to the core of marketing, word of mouth advertising, also known as “referral marketing” (Martin-Muir, 2018, para. 30). The most trusted and authentic form of advertising that has ever been around. Through these different forms of advertising, the group will perform analysis and information research studies to determine the strengths and weaknesses that the sustainable fashion industry is making to bring awareness, and sales, to their companies.
The target audience is women interested in fashion from age 25-35 that live in the US. They live in urban areas such as New York City and San Francisco (MyBestSegment, 2019). They are primarily experiencers, but also innovators. These women are social and are seeking to be stimulated either visually or physically which helps them stay on top of the latest fashion trends (SBI, 2009-2020). They are tech savvy, young educated singles that use commercial media and interpersonal information sources like blogs and social platforms like Twitter and Instagram when making their purchase decision and to stay relevant (MyBestSegment, 2019). They are early adopters who are quick to start the latest trends (SBI, 2009-2020). In other words, they are opinion leaders who are willing to take on some risk on new products but are more concerned about failure than innovators. They are skeptical about advertising, and as a result, are always taking in information (SBI, 2009-2020).
In addition, they are aware of the environmental impact done by the fashion industry (Mintel, January 2020). They tend to follow a minimalist mindset when shopping where they make only a few big purchases throughout the year (Mintel, January 2020). They are a part of the reseller market that is “focused on making smarter, more resourceful shopping decisions” (Mintel, January 2020). They are a multi-channeled shopper that primarily shops in-store but also goes online and through apps (Mintel, January 2020). They are motivated to buy from brands that mirror their values and make them feel connected to a community, as a result, they are less price sensitive (Mintel, January 2020). With their need to seek information to help them identify brands and products that match with their beliefs and values, Sincerely Sustainable will be the ideal fashion blog to help them dissect and analyze the marketing and advertising practices in the sustainable fashion industry.
There are countless blogs dedicated to sustainable fashion; The Sustainable Edit, Sustainably Chic, Ecocult, Sustainability in Style, Fashion Hedge, Live Eco, Eco Warrior Princess and What Pixies are just a few (The Most Inspirational Blogs on Sustainable Fashion, 2019). Sustainable fashion blogs tend to serve as either a guide and resource for individuals who want to make the switch to sustainable fashion, or as a place to unite those who are passionate about having an ethical closet. According to the State of Fashion 2018 report by BoF & McKinsey, 66% of global millennials are willing to spend more on brands that are sustainable (Brandon, 2019). That being said, sustainable fashion blogs have acquired quite the following over the last few years; they are so popular to the point that when one Googles “sustainable fashion blogs,” the first hit is titled “Top 75 Sustainable Fashion Blogs and Websites on the Web in 2020.” Though there are a multitude of sustainable fashion blogs to choose from, there is not a single blog that addresses the marketing tactics or promotional tools that have been used to motivate millennials across the country to ditch cheap brands like Forever 21, and become loyal customers to expensive brands such as Reformation.
One of the most popular sustainable fashion blogs is Sustainably chic, sustainably-chic.com, with the tagline, “because fashion can exist responsibly.” Sustainably chic has a page dedicated to defining sustainable fashion, stating that for a garment to be sustainable, “it should be eco-friendly, ethically-made, lasting and accessible.” Another area of content covered by the blogger is a “sustainable brand directory,” in which she provides hyperlinks to sought after sustainable womenswear, jewelry, handbags, shoes, lingerie and loungewear, activewear, and more. The aesthetic of Sustainably chic, its focused blog topics, and the face behind it ensure that millennials are the target audience. With links to sustainable menswear for husbands and sustainable clothing for babies and “kiddos,” there’s no question that this blog is targeted to fellow millennials with similar lifestyles. The writing style is very informal, saying things like “We could make a long list of what a sustainable garment should be…” to make readers feel connected to the blogger. Though it has a conversational tone, it is highly informative, providing countless sustainable brands and delving deep into the meaning of sustainability. The design is simple yet chic as the name suggests; the blogger uses lots of earthy tones, stylish fonts, and aesthetically pleasing pictures to make for an optimum user experience. Most of the images are sourced from Pinterest, and if not, they are all cited directly below. The blog is very user-friendly and easy to navigate, though its aesthetic is very similar to other sustainable blogs, and thus it lacks a bit of originality.
Another popular sustainable fashion blog is Ecocult, ecocult.com/. Ecocult’s tagline is “Sustainable fashion and travel for the conscious woman.” The tagline in itself emphasizes the target—millennial women. The blogger’s posts are centered around sustainable fashion and products like most other sustainable fashion bloggers, though they even get political at times, addressing topics such as “how showrooms and agents can help independent brands by underrepresented communities get noticed…” Another recent blog post is titled “The Most Ethical and Eco-Friendly Socks and Slippers to Keep Your Toes Toasty.” The writing style is again, informative, but more on the informal side, writing almost everything in second person. Ecocult has a unique aesthetic compared to other sustainable fashion blogs, with navy and red accents. Just like Sustainably chic, it provides lots of links to sustainable brands and captivating images. In contrast, however, it addresses more pressing issues regarding what exactly is going on in the fast fashion industry and dives into political topics. Its design isn’t the best in terms of being user-friendly; there’s a lot of information and wordiness accompanied by disorganization, for the blog feed isn’t split into specific categories.
Through this series of blog posts, the group has decided to stick with analytical and informational posts. The blog will seek to both investigate and understand how the emerging industry of sustainable fashion promotes itself in a competitive, complex market. It will evaluate what is going on behind the scenes; what kind of promotional tools are being used, and how they are so effective. It is important to make sure the viewer has an understanding of all the facts to fully comprehend why the topic is serious, especially in this case of sustainable fashion and environmental changes. It has become a major selling point, specifically within the millennial generation, and for a good reason. According to a study done by Nielson in 2015, seventy-three percent of millennials seek out sustainable and ethical clothing brands and will even spend more on their garments to support the cause (Martin-Muir, 2018, para. 3). Not only are these brands helping the environment, but are driving home major sales through their marketing choices and packaging materials (Gilliland, 2017, para. 2).
Ethical, sustainable brands know that their market is generally to the millennial generation. Within the millennial generation comes a push to have a strong social media presence. With the help of celebrity influencers and ambassadors, the companies are able to capture the attention of their large following audience and gain attraction from those who may not even be looking for a sustainable company (Martin-Muir, 2018, para. 23). Sustainable brands are also going back to the core of marketing, word of mouth advertising, also known as “referral marketing” (Martin-Muir, 2018, para. 30). The most trusted and authentic form of advertising that has ever been around. Through these different forms of advertising, the group will perform analysis and information research studies to determine the strengths and weaknesses that the sustainable fashion industry is making to bring awareness, and sales, to their companies.
User guide and application description
The user guide displayed below showcases my technical writing skills. This guide provides an in depth analysis and explanation regarding the proper utilization of the operating room setup application.
contributions to augmented reality (AR) application
My primary responsibilities in the development of the operating room setup revolved around asset development, technical writing, design, and research. The gallery below showcases the outcomes of these various responsibilities. Upon the presentation of the Minimum Viable Product (MVP) my team and I received the XR Cup Award, an accolade presented to the team with the most outstanding innovations in immersive technology for education.
MVP
This video displays the functionality and usability of the Augmented Reality (AR) application developed by JMU AR Solutions.