I was invited to participate in numerous brainstorming sessions aimed at advancing Bud Light's involvement in supporting the Black Lives Matter movement. During these sessions, I conceived the idea of featuring local Black business owners from across the United States in lieu of their regular TV spots during NFL games.
Recognizing the potential of showcasing #BlackExcellence as a means to counteract the negative stereotypes perpetuated by systemic racism against the Black community, I introduced a unique perspective and proposal to the team. As a result, I secured a lasting role within the team, overseeing the project's management and development.
During my transition from being an intern at GSD&M to working as a freelance creative for the agency, alongside my copywriter Mikayla Dumas, we encountered an intriguing challenge.
We were tasked with developing a concept that would introduce consumers to Detroit Style pizza while addressing potential skepticism about what a Texas-based brand knew about this unique pizza style. We recognized that people might question what our Texas-based brand understood about Detroit Style pizza, so we set out to create ideas that would both honor Detroit's heritage and align with Pizza Hut's identity.
Out of this collaborative process, Mikayla and I crafted two compelling concepts that were ready for client pitches, suitable for deployment across social media platforms and television commercials (TVC).
I joined the team as an account executive during a pivotal moment. In my second week, I seamlessly integrated into a virtual production effort that encompassed the creation of 8 spots across 3 different campaigns. Throughout my tenure at W+K, I played a crucial role in the entire lifecycle of these spots, from pre-production and post-production to the final finishing touches and the ultimate delivery of all the campaigns.
Along the way, while actively contributing my insights to the creative process, I began to realize that it was the right moment for me to transition from the account side of the business to the creative realm within the advertising industry.
During my time at GSD&M, I played a pivotal role in brainstorming sessions dedicated to shaping the "Double-Your-Money-Back Fresh" campaign for Food Lion.
This campaign revolved around the promise that if any product purchased from Food Lion wasn't 100% fresh, customers would receive double the refund compared to the original purchase price.
My contributions included participating in brainstorming sessions for the TV commercial spot and designing and ideating social media posts to effectively communicate this message. Our creative approach aimed to convey this message in a lighthearted, relatable manner, evoking a friendly neighborhood vibe.
