School of Media Arts and Design
Creative Advertising
Graduation: May 2025
The School of Media Arts and Design (SMAD) has provided me with practical skills in media production, design, and advertising. Through courses in branding, content creation, website design, and videography I’ve gained experience in creating effective campaigns and designing engaging content. The program’s emphasis on both creativity and strategy, along with the use of tools like Adobe Creative Suite, has given me the experience and confidence to approach complex media projects.
For my Senior Advertising Campaign project, my team and I partnered directly with the Friendly City Food Co-op to develop a strategy aimed at positioning the co-op as the go-to destination for men who love craft beer. Through in-depth research and audience analysis, we discovered that craft beer lovers value local flavor and unique experiences. We built our campaign around the idea that purchasing beer at the co-op could be the first step in crafting your own adventure. Using the slogan "One Stop to Your Next Adventure," our advertisements highlighted the co-op’s wide selection of locally sourced brews and the freedom to mix and match for any occasion. Below are the deliverables I personally created to bring this campaign to life.
Icons designed on Illustrator
OOH
Link to final plans book
Print Series
Social Media
In the Elements of Creative Advertising class, my team and I developed a digital portfolio to showcase our creative work. Throughout the project, we conducted research, developed creative briefs, and designed advertisements for a variety of companies, each supported by clear design and placement rationales. Our portfolio showcases ads across multiple mediums, including print, out-of-home, radio, podcasts, television, pre-roll, and social media.
As part of the Digital Social Media Advertising course, my team developed a comprehensive social media marketing strategy for Friendly City Inn. Throughout the semester, we conducted in-depth research on the inn and its competitors, performed detailed social media audits, and crafted a strategic plan. We designed, created, and published content for Instagram and Facebook, carefully analyzing its performance to identify trends in engagement. By evaluating the highest and lowest performing posts, we provided insights and recommendations to enhance the inn's future social media presence.
This brand guide was developed for the Local Emergency Planning Committee in Augusta County, VA. It outlines the primary and secondary logos, identifies violations, and provides potential placements where the logos will be used.
The objective of this project was to use Photoshop to convey the concept of mindfulness. Each image represents a distinct aspect of mindfulness: the balance between human connection and technology, the act of listening to one’s heart, and the experience of feeling freedom within nature.