So Be Alive

Objective: Create a fresh new ad campaign for SoBe Life Water. Choose a target audience and make design choices that would cater to them.

Solution: This project was really fun. I was able to act as the creative director for my group. I had the opportunity to come up with the concept for the entire campaign and then work with my group to execute it. We chose to target seventeen to forty year old active adults. The concept is "So Be Alive". In the three print ads I wanted to use people who have overcome certain challenges in life to thrive in their chosen walk of life. This would give the campaign a feel good "you can do it" attitude that is something people need in the current state of the world. For our outdoor/unconventional ads we chose to place positive quotes in certain places that active people would see them. For the TV Spot we chose to do a flash animation to the chorus of the T.I. song "Live Your Life". The drop morphs into a wave that splashes into a mountain that changes into a track, and ends with the SoBe bottle.

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Sentry Pest Control

Objective: Create an ad campaign for a local service related business. Choose a target market and successfully execute a campaign that they will respond to.

Solution: I chose to do a pest control company. The target audience predominately consists of “Mother Hens.” This is a psychographic profile that has been attached to married or single mothers in their late twenties to early forties. Generally, mothers in this age bracket spend countless hours caring for their children. They desire nothing more than the safety and comfort of their sons and daughters, especially around the home. The campaign slogan is “This is not Child’s Play.” This tag line accomplishes two tasks. First, it implies that the competition is more interested in the profit than the customer. Second, it suggests that Sentry, in contrast, cares first and foremost about the customer. By designing the campaign visually and conceptually around nursery rhymes, they speak a language that is clearly and effectively understood by the target audience. In other words, Sentry Pest Control is committed to putting that “personal touch” in their work.


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For the unconventional/guerrilla campaign we made a mouse on wheels that you can have run into people's houses.