Brand & Engagement Campaigns
ANN INC. | Employer Brand & Recruitment Campaign
Associate Creative Director, JWT Inside
To attract top talent for ANN INC.’s corporate and retail teams, I collaborated with a talented writer and strategist to develop the compelling "Fit is Everything" campaign. Drawing on insights from in-depth employee interviews, we crafted an authentic brand narrative that highlighted the company’s culture, values, and purpose. Featuring real ANN employees, the campaign came to life through a day-in-the-life video series and photo shoots, delivering an engaging and relatable message. I designed the campaign across social media, a dynamic careers site and app, and in-store touchpoints, driving higher-quality applicants, boosting engagement, and positioning the company as a leader in talent acquisition.
Web, App, Video Series, Social, Print & Event Marketing
Interactive & Social Campaigns
SAMSUNG | Advertising Campaign for Mobile Phones
Associate Creative Director, Cheil Worldwide
Samsung Mobile aimed to amplify the global launch of its latest mobile phone by showcasing its cutting-edge camera features. I played a pivotal role in crafting a strategic, engaging campaign that resonated with tech-savvy audiences worldwide. My contributions included:
- Collaborating with cross-functional teams to conceptualize an interactive campaign highlighting Samsung’s camera innovations.
- Leading the selection of a prominent social media influencer to serve as the campaign's face and voice, ensuring alignment with Samsung's goals.
- Providing art direction for interactive social media games that demonstrated the phone’s advanced features. One game, inspired by the first solar-powered touchscreen phone, challenged users to create the world’s first solar-powered alphabet. Participants used their shadows to form letters, captured them with their phones, and uploaded them to our site, where they collaborated to compose messages using the collective "Shadow Alphabet."
The campaign successfully boosted Samsung’s brand visibility, generating excitement and engagement around the product launch. It was also featured in The 3D Type Book.
Global Website, Interactive Games, Video Series, Social, Display Advertising, Blogger outreach