Art Direction

ARIZONA OFFICE OF TOURISM

[Un]Real Arizona

Project: To tap into the motivations people already have for travel, and shift their behavior so that Arizona became a top destination to consider. Based on data, the target cities for this campaign were narrowed down to Dallas, New York, Minneapolis, Denver, Chicago, and San Francisco.

Problem: Arizona Office of Tourism is the government agency in charge of marketing tourism for the state of Arizona. By researching, they found that when people think of Arizona, they tended to only think of the Grand Canyon and the summer heat and were unaware of the other things that the state has to offer which results in visitors not moving throughout the state, leading to less income for the state of Arizona.

Process: Because the target areas were all high traffic, busy cities, the focus was to showcase the relaxing side of Arizona and the natural beauty of the state. By showcasing beautiful photography of Arizonas landscapes, we were able to subtly say that Arizona is a place to escape the city and slow down and relax. The impactful artwork in nearly every other media channel for this campaign, including double-decker bus wraps, billboards, solar recycling kiosks, digital newsstands, TV commercials, organic and paid social media posts, 2 interior video displays, and a take over in Chicago’s Victory Plaza.

Resolution: Visitation from New Yorkers increased by nearly 2,000 thanks to this campaign. And more than 400 Visit Arizona app users visited the national parks featured in our creative. For every $1 spent, the state received $200 in revenue.

San Francisco Federal Credit Union

BORROW FROM US

Project: To create brand awareness and increase mortgage and personal loan applications.

Problem: Loan applications were not meeting monthly goals for the credit union. In addition, the common assumption about credit unions was that they were not relatable to a younger audience.

Process: The team had messaging options that were first tested out in various districts around San Francisco. Once a headline was chosen, it was determined that in order to communicate with a younger audience, we wanted to incorporate humor and a social aspect to this campaign and decided that an edgy billboard would be the best way of doing so. The billboards were strategically placed around the city, in front of popular bars, main public transit stops, and buildings with large windows that looked out onto them.

Resolution: An organic Twitter war was created. People loved and hated the billboards and they received a ton of traction on social media. Loan applications increased by 11% and the brand awareness we were seeking was attained.

Vocate legal

Fight Smarter

Project: To increase brand awareness.

Problem: VOCATE LEGAL was created in 2021 and was relatively unknown in the crowded legal space. In the midst of tacky bus ads and jingles for personal injury lawyers, VOCATE LEGAL needed to stand out in a big way and be a brand that people could relate to and see themselves in.

Process: The mission and the positioning statement of VOCATE LEGAL is strong and the audience has been well-defined. “Fearless Fighters” want to feel confident in their legal team that they will use brains over brawn when it comes to defending them and winning. By understanding who the audience is and tapping into the mentality of strategic winners, I wrote a simple yet powerful script, accompanied by videos of athletes who share all the same characteristics as our fearless fighters who fight smarter. This video ties the brand beliefs with the audience and clearly shows how VOCATE LEGAL understands not just winning as a result but the hard work that it takes to become a winner.

Resolution: This video was a sponsored post on YouTube, Instagram, and Facebook.

maricopa association of governments

Don’t litter our landscapes

Project: To address the negative impacts of freeway litter along the highways and increase awareness about the harm that litter does to the environment and what actually constitutes as litter.

Problem: To find creative ways to target males 18-34 (the main offenders of freeway litter) and encourage them to stop littering on Arizona’s roads.

Process: Created outdoor graphics that would be seen around Maricopa County along highways along with targeted, paid social media ads. The concept was to show well-known, recognizable landscapes throughout the county that that people drive by every day, made up solely of trash and litter, in hopes that people will see if their actions do not change, this is the landscape that they could be looking at in the future. From afar, people driving or walking by can see that they are looking at Camelback Mountain, Papago Park, and Tempe Town Lake, but as they get closer they see that the landscape is made up of the most common debris items.

Resolution: Nearly 92,000 bags of litter were picked up from Valley freeways in 2019. This number dropped significantly in March 2020. Facebook engagement increased 115% from before the campaign started.

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