SMAD Capstone
Spring 2018
Tide
As a Creative Advertising concentration at JMU, we have a final class we take with a group capstone project. The first half of the semester we take a previous campaign and write a case study of the entire process of the commercial and present our findings to the class. Our case study was Tide’s 2017 Super Bowl commercial with Terry Bradshaw and his stained shirt.
The sections I headed were the competition, cost, target reaction and chatter, and the media used for ad.
Sriracha
The second half of the semester, groups chose a different company to create an entire campaign. Our group of five chose Sriracha because we loved the fact that Sriracha has never released an official advertisement. We researched the product, its competitors, chose our target audience, wrote up a creative strategy, and created ads for print, TV, social media, out-of-home, viral video, guerrilla marketing, and branded product placement. This project showed me what a real life agency does and all that goes into it. Please follow the links to view our final book and presentation.
I created the survey and worked on the branded product placement,the photography for social media, and filmed and edited the TV commercial and the viral video and the rationales for each.
Branded Product Placement
MadiTHON Digital Marketing Head
May 2017-April 2018
My second year on MadiTHON Exec, I was chosen as the Digital Marketing Head. This meant I was in charge of a committee and all the social media accounts, website, and emails. I managed event marketing, led social media efforts, and wrote social media content and email campaigns, created the brand image, designed graphics including cover photos, flyers, and geofilters. We achieved our goal of recruiting over 800 participants and raising over $115,000 for UVA Children’s Hospital.
Here are some examples of Facebook posts I created that was also posted to Instagram and Twitter.
These graphics were used in MadiTHON social media posts and as headers for personal profiles of dancers. They were also shared on personal accounts on Facebook, Instagram, Snapchat, and Twitter to bring over thousands of views.
MadiTHON Public Relations Head
May 2016-April 2017
I was chosen as the Public Relations Head for the MadiTHON Executive Committee. MadiTHON is a fundraiser James Madison’s Phi Mu Fraternity holds yearly to raise money for UVA’s Children’s Miracle Network Hospital. The donations go directly towards our local CMN Hospital in Charlottesville.
Sticker Design
MadiTHON Digital Screen Displays
Director’s Club
Spring 2016
In one of my SMAD classes we were given a single title. From the title, our group had to come up with a movie plot and campaign. We created our production company, Director’s Club, keeping in mind our audience and competitors.
Movie poster for And Then There Were 3