Creative Direction | Advertising
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Campaign Title
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“Born to Move to a Different Rhythm.”​
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Since 1966, Vans has been more than just a shoe — it’s been a sound. A rhythm that belongs to no one but the ones who ride. The beat of rebellion, freedom, individuality — and the street.
The campaign honors the pulse of skate culture — the syncopation of wheels, breath, and courage — and connects it to the brand’s enduring spirit of authenticity and movement.
SOCIAL EXTENSIONS:
Hashtag: #YourRIdeYourRhythm
TikTok / IG Reel Challenge:
Invite creators to show their rhythm — skating, dancing, art, or movement — to a custom Vans drum track. Tag with #ToTheBeatWeBuilt and highlight the idea that the “beat” lives in self-expression, not conformity.
PRINT / OOH HEADLINES:
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“Your Ride. Your Rhythm.”
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“The Street Has a Sound — and It’s Been Ours Since ’66.”
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“You Don’t Follow the Beat. You Make It.”​
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Campaign Title:​
"The Way We Treat One Another Matters"
Strategic Rationale:
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This campaign broadens PETA’s appeal beyond hardcore activists by grounding the message in shared biology rather than shock tactics. It invites the viewer to identify with animals, not just protect them — turning empathy into an almost family-level moral responsibility.
Narrator:
"The way we treat one another matters.
We are all in this together — human beings sharing this planet at the same time.
But we are not alone here.
Long before we arrived, animals walked, swam, and flew across this earth.
And in more ways than we often admit, they are part of us.
Many aspects of our own anatomy and biology are direct outcomes of our shared evolutionary heritage.
Like all mammals, we carry the same vertebrate blueprint—backbone, skull, four limbs.
A bat’s wing, a whale’s flipper, and a human arm share the very same pattern of bones.
Inside, we share a four-chambered heart that pumps life through our bodies,
lungs lined with alveoli that draw in the same breath of air,
and a brain built on the same structures that feel fear, love, and joy.
We reproduce as they do — gestating life within, nourishing our young with milk,
and caring for them with gestures of protection and devotion.
Humans are distinguished by degree, not kind.
Our upright posture and powerful minds make us unique,
but our design — bones, muscles, organs, senses — carries the imprint of our common ancestry.
So when we speak of “one another,”
let us remember that another includes every living being.
They too deserve respect, compassion, and ethical treatment.
Because the way we treat one another matters.
And the animals are — quite literally — our kin."
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Campaign Title
“Escape the Ordinary—One Bubble at a Time.”
Campaign Objective
Position Extra Classic Bubble Gum as the universal little escape —a fun, low-calorie break that sparks movement and joy no matter who you are or where you’re headed.
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Core Insight
City life is hectic and diverse. Everyone—from kids to commuters to tourists—needs a tiny, guilt-free way to pause and refresh. Chewing gum becomes a shared ritual that transcends age, culture, or background.
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Target Audience
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Primary: Gen Z and Millennials seeking small, playful pick-me-ups during busy days.
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Secondary: Urban professionals, families, and travelers who appreciate low-calorie treats and spontaneous fun.
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Key Message
“Escape the Ordinary—One Bubble at a Time.”
A single piece of Extra Classic Bubble Gum transforms an ordinary subway ride into a moment of lightness and motion​​.
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Media & Channel Strategy
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Hero Video (30–45s): Paid social (TikTok, Instagram Reels, YouTube Shorts) and OTT platforms.
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Short Loops & GIFs: Boomerang-style bubble pops for Instagram Stories and Snapchat.
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OOH & Transit Takeovers: Subway station posters and train wraps reinforce the escape message where it’s most relevant.
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Experiential: Pop-up “Bubble Zones” in high-traffic stations where commuters can sample gum and create bubble-booth selfies.
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Activation Ideas
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#BubbleBreak Challenge: Encourage users to share their “escape moment” videos dancing, blowing bubbles, or moving in unexpected places.
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AR Filter: A lens that adds floating bubbles and subway sound effects to user videos.
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Limited-Edition Packaging: Subway-map inspired wrappers featuring NYC neighborhoods or transit icons.
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Influencer & Partnership Ideas
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Transit Creators: NYC subway musicians, dancers, or photographers who thrive on unexpected moments.
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Lifestyle & Wellness Micro-influencers: Tie in the “only 5 calories” benefit with everyday indulgence content.
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Music Collabs: Remix challenges with violinists or DJs who can reinterpret the classical score.
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Engagement Tactics
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AR Bubble Filter: Users tap to “pop” virtual bubbles and reveal flavor names or hidden coupon codes.
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Interactive Polls & Quizzes: “Pick your escape soundtrack,” “Guess how many calories (spoiler: five!).”
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Time-of-Day Posts: Morning commute “Need a break?” vs. late-night “Last train home.”
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Key Takeaway
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Use the surprise of classical strings + subway escapism to create scroll-stopping, music-driven content.
Every post should feel like a tiny lift in the feed—mirroring the product promise of a five-calorie escape.
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Campaign Title
“We Bring Light to the Dark – GE Lighting”
This campaign target audience is families and homeowners seeking dependable, energy-efficient lighting solutions that enhance the warmth and safety of their homes. It highlights GE Lighting’s longstanding commitment to families, homes, and innovation. From Thomas Edison’s first practical electric light to today’s energy-efficient LED bulbs, GE has been at the heart of lighting American homes for over a century. The goal is to connect emotionally with modern families by showcasing how GE lighting continues to bring warmth, safety, and comfort into the spaces where life happens.
Voice Over: “As the stars and moon light up our dark sky at night,
Our LED bulbs bring light to dark rooms —
Guiding little feet down hallways,
Making kitchens glow with laughter,
And turning every flick of a switch into a moment of calm.
GE Lighting isn't just about bulbs. It’s about moments, memories, and making the dark a little less daunting.
For over 140 years, we’ve helped light the way home.
GE Lighting — We Bring Light to the Dark.”
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Campaign Title:​
“No One Escapes Foot Pain. For 119 Years, Dr. Scholl’s Has Been Helping to Relieve It.”
Voice Over: "No one escapes occasional foot pain.
Not even a fairytale princess who dances ‘til midnight.
Not a girl from Kansas following a yellow brick road.
Not a young wizard climbing 142 staircases and 15 stories at Hogwarts.
Not even Stormtroopers patrolling endless space-station corridors in a galaxy far, far away.
No matter where your story takes you — glass slippers, ruby slippers, worn school shoes, or polished white boots — comfort is universal.
Dr. Scholl’s: 119 years of science and innovation, so every step feels like happily ever after."​​
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The campaign objective is to position Dr. Scholl’s as the universal solution for foot comfort —whether you’re a high-heel princess, an everyday commuter, or a sci-fi soldier.
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Emotional Hook: “No one escapes foot pain.” This unites fantasy characters and real consumers under the same truth: everyone suffers, but Dr. Scholl’s provides relief.
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Business Intent:
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Awareness & Brand Modernization: Reinforce Dr. Scholl’s heritage (119 years) while refreshing the brand with a playful, pop-culture-savvy twist.
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Consideration & Trial: Drive purchase intent for insoles, cushions, and orthotics by showing that even the most magical feet need scientific support.
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The target audience is adults 25–54, urban/suburban professionals, parents, and active lifestyle consumers experiencing daily foot discomfort from standing, commuting, or fashion footwear. They relate to the “everyone suffers” insight and value proven comfort.
Pop-Culture Enthusiasts & Families Fans of Disney, Wizarding World, and Star Wars franchises. They appreciate the humor and nostalgia of beloved characters sharing a universal problem.
Fashion-Forward Women & Men: those wearing high heels, dress shoes, or sneakers for long hours. They respond to the “science + style” promise of discreet comfort.
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Older Adults 55+: loyal to heritage brands, seek trusted foot-care solutions. The 119-year credibility reassures them while the playful execution keeps the brand youthful.
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Campaign Title:
""The Day Mice Gave Up Cheese for Vita Coco"
– A Taste So Good, Even Mice Changed Their Ways
In an adventurous twist from traditional coconut water marketing, Vita Coco steps into the world of storytelling with a whimsical, Pixar-esque campaign that shows even cheese-loving mice can’t resist the taste of coconut water. The goal is to captivate audiences young and old with humor, character-driven narrative, and irresistible charm — making coconut water fun, approachable, and totally unexpected. The primary target audience is Gen Z & Millennials who appreciate quirky, playful branding and wellness products, and the secondary market aims toward health-conscious families and kids (via animation and humor).
Commercial Treatment
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:30 Spot Script:
Opening (0–5 sec)
[Uplifting Italian opera music, bustling mouse kitchen]
VO: “It was a day like any other in the famous mouse kitchen…”
Rising Action (5–15 sec)
Chef Massimo storms in, dramatic and exasperated.
Massimo: “Santa Mozzarella! What’s-a going on? Where’s the cheese?!”
Head Chef Carlo holds up a coconut and a small Vita Coco bottle:
Carlo: “Boss, my cousin sent these coconuts—they’re better than cheese! Try!”
Climax (15–25 sec)
Massimo takes a reluctant sip. Pause. His eyes widen.
Cue heavenly choral sting.
Massimo: “Mamma mia… as good as vino!”
All mice cheer: “YES CHEF!”
Kitchen erupts into joyful dance as mice drink Vita Coco.
Closing (25–30 sec)
A bottle spins into frame with bold on-screen copy:
VO: “Vita Coco—Even mice know when it’s time to switch.”
Tagline: “So Good, We Gave Up Cheese.”
Hashtags: #MiceApproved #CoconutConversion
Social Media Strategy
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Primary Goal:
Increase brand awareness and social engagement by making Vita Coco unexpectedly fun—showing that if even lifelong cheese-lovers (mice) can switch, anyone can.
Key KPIs:
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Engagement rate (likes, shares, comments, saves)
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Video view-through rates
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Follower growth across TikTok & Instagram
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Limited-edition bottle sell-through and hashtag usage (#MiceApproved, #CoconutConversion)​​
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TikTok (Hero Platform)
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Why: Gen Z & Millennials live here. Storytelling + humor + quick cuts fit the Pixar-like concept.
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Content Types:
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Mini-Episodes: 15–30 sec character clips (Chef Massimo, Carlo, the Cousin) revealing “back-of-the-kitchen” antics.
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Transition Videos: “When you realize coconut > cheese” (cheese wheel → Vita Coco bottle).
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Duet/Remix Challenges: Encourage users to react to the mice’s “conversion moment” or show their own swap (coffee → coconut water, soda → coconut water).
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Sound Hook: Custom accordion + choral “YES CHEF!” sound for trends.
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Feed & Reels: Polished character animations, limited-edition bottle photography, recipe content (mocktails, smoothies).
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Stories: Polls (“Would YOU give up cheese for Vita Coco?”), swipe-up to purchase bottles.
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AR Filter: Mouse ears + Vita Coco bottle to “see if you’d switch.”​
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Campaign Title:
"Cookie Monster’s First Cookie Endorsement”
The campaign objective's primary goal:
Leverage the first-ever cookie-brand partnership with the world’s most iconic cookie lover to generate buzz, drive trial, and strengthen Chips Ahoy’s position as the playful, must-have chocolate chip cookie.
Key Objectives:
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Brand Heat & PR – Make headlines with Cookie Monster’s unprecedented endorsement, creating earned media and social chatter.
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Nostalgia + Novelty – Tap into multi-generation affection for Sesame Street while offering a fresh, unexpected twist (Cookie Monster reviewing cookies for the first time).
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Sales Lift & Household Penetration – Encourage shoppers—both families and young adults—to add Chips Ahoy to their carts by framing as the only cookie brand Cookie Monster himself chose to endorse.
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Cross-Platform Engagement – Drive sharing and repeat viewership across TV, digital, and social through a humorous, podcast-style narrative that feels authentic to Cookie Monster’s personality.
This campaign unites heritage (decades of Sesame Street trust) with modern snack culture (podcasts, social clips) to capture both the parent-child household and the adult nostalgic snacker.
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Campaign Title:
"Escape the Concrete, Embrace the Wild – Discover the Magic at Central Park Zoo"
The campaign objective is to reconnect New Yorkers with nature by positioning the Central Park Zoo as a nearby escape — a magical, immersive experience where the urban world fades and the wild comes alive. This campaign emphasizes accessibility, emotional relief, and the enchanting experience of stepping into a natural oasis right in the city’s core. The target audience is families, urban professionals and students, tourists seeking hidden gems and locals craving a break from city life.
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Key Message: The Central Park Zoo isn't just a destination — it's a moment of magic, peace, and wonder in the middle of chaos. And it's closer than you think.
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Commercial, 30 Spot Script:
VO (soft, reflective):
“When the sounds of the trains...
The honks of the cars...
And the stomps on concrete begin to wear you down…”
VO (hopeful, inviting):
“You don’t have to leave the city to leave it all behind.
Step into a world where wonder still roams free.
Where wild things whisper, and magic is real.
Right in the heart of New York City…”
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“Escape the Concrete. Embrace the Wild.
Discover the Magic at Central Park Zoo.”
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Campaign Title:
“Expedia. Where journeys stay with you.”
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Campaign Objective:
To reinforce Expedia as the trusted platform that doesn’t just book trips, but helps travelers create unforgettable experiences that shape who they are. The campaign highlights Expedia’s role in turning diverse dreams into real, life-defining memories.
Concept:
The video weaves together four stories of travelers at different stages of life, in different corners of the world, showing the deeply personal yet universal magic of travel. From awe in neon-lit Tokyo, to love in India, to freedom on Costa Rican waves, to laughter in the Swiss Alps — Expedia connects people to these moments that stay with them forever.
​​​Execution Across Channels:
TV/Video Spot (30s/60s): The film plays with the instrumental score, ending on Expedia’s logo and tagline.
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Social Media: Short clips of each traveler’s moment cut into reels, with captions like *“Your Tokyo. Your love story. Your waves. Your mountain. Your journey.”
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Digital/Print: Striking stills of each traveler paired with headline lines:
"Find wonder.” (Tokyo)
“Find love.” (India)
“Find freedom.” (Costa Rica)
“Find joy." (Switzerland)
Closing line: *“Find it all with Expedia.”
Why It Works:
The campaign speaks to different demographics while unifying them under a single human truth: travel creates emotional milestones. Expedia isn’t just a booking site — it’s the bridge to life’s most memorable journeys.
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