Creative Briefs
These briefs, given in the Chiat/Day format, served as the foundation of campaigns and a tool for creatives to conceptualize and execute advertising ideas. The examples in this section show my ability to translate research into concise and actionable briefs, as well as highlight some creative work and mock-ups that came out them.
Softstar
Schneider Home Electric
IKEA
Arcimoto
Tamarelo
Brand Voice: Satirical Scary
Brand Voice: Youthful / Swedish
Sector: Home Technology
A simple all-in-one solution that connects and manages a home’s entire electric ecosystem: solar, back up battery, EV charging, circuits and plugs – all through the Schneider Home app.
Insight: Homeowners are unaware of the environmental impact of their everyday energy habits, and are most likely to make changes when they see potential social or financial benefits.
Sector: Furniture
A global furniture and home goods retailer known for their modern, flat-pack products, maze-like stores, and self-assembly designs.
Insight: Younger audiences are often overlooked by furniture outlets, yet IKEA's sustainable business practices, such as using renewable materials and promoting repurposing, align with their values and should be highlighted to attract this eco-conscious demographic.
Sector: Shoes
As barefoot as you can get, this lightweight active shoe provides boundless movement for all your natural movement endeavors.
Insight: Hobbyist runners increasingly seek products that promote longevity and reduce the risk of injury. By strengthening the feet the whole body functions more efficiently.
Brand Voice: Outdoors Healthy
Sector: Alcohol
The first American made and only available tamarind liqueur, capturing the flavor of tamarind in an award-winning spirit.
Insight: Cocktail drinkers believe that having a diverse palate reflects being interesting, educated, and well-traveled, allowing them to express themselves through their culinary choices.
Brand Voice: Travelor
Sector: Motor Vehicles
The Fun Utility Vehicle, or FUV is a two-seat, three wheeled electric motorcycle with a range of 102 miles per charge and a 75mph max speed.
Insight: Many wealthy retirees already rely on golf carts for daily use, but may find their standard models lack excitement and personality. Arcimoto is a stylish and thrilling alternative that matches the luxury and allure of their sports cars.
Brand Voice: Fun Grandpa