Art Direction (Copy)

Art Direction

ARIZONA OFFICE OF TOURISM

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[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, 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.

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San Francisco Federal Credit Union

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BORROW FROM US CAMPAIGN

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 decided that in order to communicate with a younger audience, we wanted to incorporate 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 did increase and the brand awareness we were seeking was attained.


Arizona Game & Fish Department

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