NSAC AAF
Meta Quest 2; Indeed
The American Advertising Federation hosts the National Student Advertising Competition, a yearly competition where colleges across the country are tasked with creating a fully integrated marketing campaign based on a brief from a real client.
As co-president for our 2022 and 2023 competitive years, I led our preliminary background research, played an instrumental role in creative identity and development, assisted in creative asset development, spearheaded all copywriting and editing (for advertisements, plans books and scripts) and was one of four presenters both years I participated.
Meta Quest 2
Campaign Tagline
Your Journey, Your Vision, Your Moment
Campaign that highlights the uniqueness of the Meta Quest 2
and the individuality of its users.
The 2022 client was Meta Quest 2, asking for a campaign positioning its product as coveted, essential tech for college students. I lead creative direction before and after production alongside copywriting for our 10-page plans book and a 20-minute presentation. I was one of four presenters for the remote competition.
We placed second in our district-level competition.
Indeed
Campaign Tagline
Make Your Move
Campaign Theme
Jobs at First Site
Campaign that calls active and passive searchers, as defined in Indeed’s brand guidelines, to fall in love (with Indeed) as they take the next steps in their careers.
The 2023 client was Indeed, asking for a campaign targeting 18-24-year-olds to increase unaided consideration for the platform. I was responsible for secondary research regarding the job search process, where a key insight uncovered was that 18-24-year-olds job hop (and aren’t afraid to do so) more than any other generation. This helped us develop our target personas and guided me as lead strategist to conceptualize our big idea, wanting to encourage our target to “make their move” on Indeed with an unexpected but familiar twist, comparing the job search to the dating process.
I followed Indeed’s brand guidelines in sketches and edits for other team members’ executions to create, as well as for video and static executions I created myself. I was the lead copywriter for our 12-page plans book and 20-minute presentation and was one of four presenters.
We placed 1st in our in-person district-level competition and 15th overall in the semi-finals out of 97 competing schools nationwide.
Tinder partnership video mockup, where Indeed takes over the dating platform’s “Secret Admirer” feature; I designed all assets and edited them together using After Effects. Animations and transitions were timed to align with our script whilst presenting.