My Work
Here is a collection of the work I've produced in school and in work placements over the last two years. During my time in the Creative Communications program at Red River College, I've developed a variety of professional skills in strategic planning, writing, media production, digital design, marketing, and advertising.
Ad Building
Tour Ads on Meta
Challenge: Apollo Suns, a Canadian band, were preparing for a North American tour and wanted to connect with their fans in each city to promote ticket sales effectively.
Solution: Using footage from their live performances, along with the band’s chosen font and music, I crafted a dynamic promotional video in Adobe Premiere Pro. Each video was localized with city-specific details to resonate with fans in those areas. I then set up targeted ad campaigns using Meta to ensure the videos reached the right audience in each city. These ads ran on Instagram.
Result:
Click to DSP Campaign
Challenge: Hip-hop artist sagun wanted to build excitement for his upcoming instrumental album by running social media ads featuring the album's tracks.
Solution: Being mindful of the proven success of lo-fi aesthetics and animated visuals for sagun, I designed an engaging video using provided clips in Adobe Premiere Pro. The ads were strategically targeted to sagun’s fanbase as well as audiences with an interest in similar artists and sounds, maximizing reach and engagement. I ran the ads each with different creative and copy with the intention of continuing to run the best-performing ad.
Result:
Analytics and Reporting
Tracking success and identifying areas for improvement are essential for optimizing campaigns. By analyzing performance metrics on platforms like Meta and Spotify, I measure campaign outcomes and craft detailed reports to provide clients with actionable insights.
Winnipeg Humane Society Multi-Channel Campaign
Challenge: The Winnipeg Humane Society has no problem providing their cats and small dogs with a temporary home, but found that they were overflowing with large dogs but not enough fosters to keep up. I created 3 bus bench ads and a social media post to encourage large dog fosters.
Solution: I wanted to evoke emotion and a feeling of responsibility in my messaging. I incorporated puns because the tone of the "cute" words align with the animals.
Result: My ads were in the top two chosen by the client.
Strategy
Across the Board Game Cafe Magazine Ads
Challenge: Across the Board Game Cafe is a licensed restaurant with access to an extensive game library to choose from and play. For $10 per person, you can play as many games as you'd like in your time there. Across the Board is looking to bring large groups in for their nights out, and encourages them to book their time slot online. I created 2 magazine ads with copy highlighting the benefits of having your game night at Across the Board rather than at home.
Solution: I wanted my copy and imagery to tie in with the board game themes. Choosing to include board games in the headlines, 52 pickup to represent the mess and battleship to represent the "hits," immediately lets the audience know what these ads are about. The benefits I chose to showcase were that there's no mess to clean at home after hosting a game night, and Across the Board's game masters are there to explain the rules to any game in case of disagreements.
Zuieke Campaign Strategy
Challenge: Zueike designs and manufactures premium athletic apparel for all lifestyles. The meaning of Zueike is to relax. Their goals were to increase online retail sales, get more repeat customers, incorporate brand values, value proposition, and positioning and build out a brand story, persona, and voice to complement the existing visual style guide. As part of a team, I contributed to our comprehensive, organized, and easy to implement digital campaign strategy. I took leadership over defining our target audiences, building the customer personas, and planning the campaign's budget.
Solution: We chose to focus on their positioning and brand values and built a digital campaign around taking moments to yourself and embracing community, and that Zueike manufactures clothes that are suitable for lounging just as they are for a meeting at the coffee shop. We hoped that with aligning the brand with core beliefs will connect with our audience and encourage repeat buyers. We produced videos for TikTok and the Zueike website, and a photoshoot to use for Instagram content, including photos of groups of people smiling together and wearing the brand's clothing. We came up with the simple yet powerful tagline, "Recalibrate," to represent slowing down and finding yourself.
CIBC Social Ads
Challenge: CIBC noticed a disconnect between traditional banking services and the needs and expectations of younger demographics, like young professionals and students. CIBC wanted to reposition themselves as a forward-thinking and innovative institution and showcase their digital solutions. I created 3 targeted social media ads using the forced connections method of brainstorming. I targeted a niche audience, being the young fitness community. The rise of fitness influencers have been growing over the last couple of years, and has been a way to earn income. Because whether they are the influencers themselves or spend time looking at fitness content online, CIBC's online banking solutions are right for them and can be done from where they already spend their time.
Solution: To increase engagement with younger audiences in the fitness community and showcasing CIBC's digital solutions, I used treadmills in my imagery with headlines that relate to them. The copy expands on the headlines and highlights their online banking solutions.
MPI Magazine Ads
Challenge: MPI found that drivers under 30 are disproportionately involved in road accidents, primarily due to inexperience and risky driving. They are implementing a new premium to target this demographic and enhance road safety and reduce accident rates among young drivers in Manitoba. I created 3 magazine ads to highlight the benefits and necessity of the new premium.
Solution: Targeting young drivers, I wanted to take an emotional approach and touch on subjects they care about most or that will hit home for them. In the first ad, I have a small child crossing the road, it could be their brother/sister or son/daughter. Animals are a soft spot for many, especially younger demographics. Finally, money is a concern for a lot of this audience. Telling people to protect their car by driving safer will resonate with them.
Written Proposal
Challenge: The Winnipeg Railway Museum was reopening after being closed for a year. I wanted to position the museum as something fun to do with your kids and somewhere to learn about the history of the railways to encourage visits once it's up and running again.
Solution: I created a proposal including a plan for a successful reopening, including a defined target audience, a SWOT analysis, and a key publics analysis to come up with a strategy. Partnering with another local business for prizes at the reopening event to save costs and build a relationship with them is one of the main strategies here.
Writing
Long-form Article
Challenge: Working Draft magazine publishes long-form, 3,000 word written pieces. The theme for Working Draft’s 2024 issue is “time.” I wanted to pitch a topic I’m passionate about, knowing the kind of time and research I would need to put into it.
Solution: Pairing current technology trends and my love for music, I wrote a feature article to spotlight our local music scene and gather the thoughts of Winnipeg musicians and industry professionals on the use of AI in music. I knew I could write an informative and in-depth piece, hitting the word count.
Read the full published article on Working Draft here.
Interview
Read the full published interview on Stylus here.
Radio Ad Script
Feature Article
Concert Review
Read the full published review on Stylus here.
Media Advisory
Challenge: Winnipeg Folk Festival isn't simply a one-time outdoor event. They book concerts with festival favourites all year round at venues across the city for their “Hear All Year” concert series, and I crafted a media release to be sent to journalists.
Solution: My media release is easy to read and simple. I spent time researching each artist to be able to write short descriptions under them to make it easier for any media who wants to pick this up.
Explainer Video Script
Problem: Motion is an AI-powered calendar and time management tool designed to fit anything into your busy schedule. Our target audience of young professionals and students are very busy, and we wanted to show that with the help of Motion, they can be at peace knowing they will never be double booked and can still fit personal things into their day. I worked with a colleague to produce a script for an explainer video.
Desired outcomes: A video showing how Motion can make your life easier. The personified Motion becomes a busy young professional's best friend, helping him reorder and organize his tasks based on priority and due dates.
Challenge: Best Sleep Centre wanted to increase mattress sales. I wrote a radio ad script to reach this goal.
Solution: I wanted to tell the story of a mattress that's in need of a long overdue replacement. I wanted to keep the tone light and humorous and get the point across clearly.
Read the full published feature article on The Projector here.
