This is a selected body of projects from my advertising coursework, including primary & secondary research samples and a campaign booklet. This work showcases a strong understanding of research, consumer insights, and creative strategy.
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NSAC Plans Book: NFL
For the 2026 National Student Advertising Competition (NSAC), I was a member of the team that represented Louisiana State University. The challenge centered on developing a comprehensive and emotionally resonant campaign for the NFL that unified its youth health and wellness initiatives under one cohesive narrative. Our goal was to reposition the NFL beyond a football league and highlight its broader impact on youth physical, mental, and social well-being through a scalable, multi-phase campaign.
Throughout the process, I took on various roles involving strategy and design. I supported the development of the campaign’s overarching narrative platform and helped translate research insights into a structured, phase-based strategy designed to build awareness, drive engagement, and sustain long-term brand perception change. In addition to strategy, I played an active role in producing creative executions across traditional media touchpoints and assisted in the development of concepts for digital extensions and experiential activations. I helped ensure consistency in tone and storytelling across deliverables, including campaign visuals and supporting materials that reinforced the NFL’s role as a partner in youth development. I took on an additional role as a plans book designer alongside three other students, crafting an effective, thoughtful and visually compelling layout.
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Plans Book: Kraft Mac & Cheese
This project involved developing a bold, culturally driven integrated marketing campaign for Kraft Mac & Cheese. The campaign’s objective was to reposition Kraft Mac & Cheese (KMC) for Gen Z and younger Millennials (ages 18–32) by moving it beyond its traditional perception as a “kids’ food” brand and embedding it within contemporary culture through humor, relatability, and trend-driven creative strategy. I managed a campaign team of four to produce a campaign designed to span digital, social, experiential, and out-of-home channels, including static ads, social media executions, pop-up campus activations, and large-scale events.
The project required strong collaboration, rapid ideation, and consistent attention to both brand alignment and cultural relevance. I contributed to shaping the visual identity and executional consistency of the campaign. This included ensuring that the art direction reflected the core concept—leveraging a playful, summer-inspired aesthetic that connected Kraft Mac & Cheese to a seasonal cultural trend while maintaining brand recognizability. I supported the creation of social media ad layouts, ensuring they aligned with Gen Z visual culture and platform-native behaviors on TikTok and Instagram. I also assisted in designing experiential extensions, including concepts for college tour pop-ups and branded event activations that brought the campaign idea into real-world environments.
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This project involved conducting an independent qualitative research study on lifestyle influencers and their relationships with viewers. The research examined how influencer-viewer relationships are formed, maintained, and interpreted within the lifestyle influencer niche, with a focus on themes such as authenticity, relatability, aspiration, and perceived trust. The final report synthesized my qualitative data gathered through semi-structured interviews.
The project required strong analytical thinking, research design skills, and attention to methodological rigor. I was responsible for designing and conducting in-depth one-on-one interviews, developing an interview guide, recruiting participants based on defined criteria, and ensuring ethical research practices such as informed consent and confidentiality. I also transcribed and coded interview data to identify recurring themes and patterns in audience perceptions and behaviors.
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Creative Brief: Insomnia Cookies
This project involved developing a comprehensive creative brief and strategic campaign proposal for Insomnia Cookies. The campaign repositioned Insomnia Cookies from a functional late-night convenience brand into a socially driven destination, emphasizing comfort, connection, and shared experiences among college students and young adults. The brief included a full articulation of the brand challenge, target audience insights, campaign concept, objectives and KPIs, as well as strategic rationale and tone direction.
The project required a strong balance of research synthesis, strategic thinking, and brand storytelling. Working through a structured planning process, I helped translate primary qualitative insights and secondary quantitative data about student behavior and late-night consumption habits into a clear positioning strategy. This included identifying key tensions in the brand’s current perception, particularly its strong association with convenience but weaker emotional and experiential differentiation compared to competitors.
Alongside one other student, I developed the strategic framework that guided the creative direction of the Insomnia Cookies repositioning. I helped refine audience insights, including the identification of core behavioral drivers, and translated these findings into actionable brand implications. I also contributed to shaping the campaign concept and messaging direction, ensuring consistency across the current vs. desired brand perception, tone guidelines, and strategic rationale.
