Click on any of the images below to see my work from Miami Ad School’s strategic planning bootcamp.
Fitness Connection
Magic Spoon
Joy Bananas
Lucky Charms leprechaun? Unfaithful jerk.
The strategy
More magic, less bullshit.
The ask
Push Magic Spoon into the mainstream market.
The problem
Magic Spoon is overshadowed by dozens of legacy cereal brands.
The insight
We can’t resist the comfort of childhood in our chaotic world, even when we should know better.
The road to the idea
What if we told you that your favorite cereals were lying to you? Not only about nutritional value, but the sanctity of their mascots, whom we know and love?
Creative executions
Cap’n Crunch? Multiple DUIs on the high seas.
The idea
Expose nostalgia for what it is—a way to fool rational people into reaching for junk.
Tony the Tiger? Professional catfisher.
OOH campaign that uses recognizable icons that hook attention fast and then flips the script. People think they know what they’re looking at, then realize it’s something else.
We’re calling out our beloved childhood cereals by saying that even though our collective nostalgia is cute, the nutrition isn’t!
This eye-catching, playful roast of people’s favorite mascots shows that Magic Spoon has the chops to stand out amongst and up against legacy cereals that don’t do our nutrition any good.
The ask
Position Fitness Connection as a smart, empowering choice for everyday fitness seekers.
Broaden and encourage first-time visits and sign-ups.
Build stronger mental availability and distinctiveness in regional and national markets.
The problem
People feel so much pressure to show up to the gym, period, but also look and work out a certain way once they’re there.
The insight
People think that if they can’t do something ‘right,’ it’s not worth doing at all.
The idea
Fitness Connection understands that there’s a version of you who exists outside of the gym.
The strategy
There’s no wrong way to show up.
Creative Executions
OOH campaign that uses striking images of people at the gym in a variety of different states, whether they’re coming straight from work, want to squeeze in a set during a busy day, or shuffle around looking for a foam roller in their slippers.
Social media campaign encouraging people to come to the gym in their work clothes, whatever that looks like (as you can see, Ethan is half businessman here). We’d use the hashtag #nowrongway to gain traction and get others excited to bring their outside-of-gym-selves to work out.
The goals of our social media strategy were to build brand awareness, build a connection with consumers, and position Joy as retailers’ preferred choice. Content pillars included #peeltalk (our punny take on ‘real talk’), lifestyle integration, and responsible growing practices. Above are examples of messaging across Instagram and TikTok (not pictured: Pinterest).
Retail
The ask
Launch Joy, Pacific Produce’s premium banana brand, in a commoditized market dominated by legacy brands like Chiquita, Dole, and Del Monte.
The problem
Bananas are a commoditized loss leader that we need to transform into a branded, premium product that both retailers and consumers will want to buy.
The insight
Most people need a push that makes the better choice feel not only right, but impossible to ignore.
The idea
Deliver the wake-up call that both consumers and retailers need by acting as the friend who both calls you out and lifts you up.
The strategy
Turn good intentions into action.
Creative Executions
Social media
Above are two pieces from our integrated launch campaign for retail: a product sheet that can be customized and co-branded for specific retailers and a dynamic, eye-catching trade show booth concept.