Selected Work:

These projects represent my growth as an advertising student and aspiring strategist. Each one challenged me to think critically, collaborate creatively, and develop solutions rooted in research, audience insights, and purposeful storytelling.

1. Making an Old Brand Feel New Again

Fels-Naptha Integrated Campaign

This integrated campaign reimagined Fels-Naptha for a younger audience by repositioning a heritage cleaning brand around the relatable challenges of college life. Through consumer research, audience insights, and campaign strategy, our team developed a multi-channel concept that included a refreshed brand identity, social media activations, retail experiences, and a portable product extension. The project strengthened my ability to translate research into creative solutions that balance brand heritage with modern consumer expectations.

Link: https://canva.link/cej2hum4mol5ooi

Vintage poster for Fels Naptha campaign featuring two birds and pink flowers with a background resembling aged paper.

2. Rethinking Samsung

Brand Audit & Strategic Analysis

This comprehensive brand audit evaluated Samsung's market position, competitive landscape, and consumer perception to identify opportunities for long-term growth. By conducting a SWOT analysis, competitive research, and brand evaluation, our team developed strategic recommendations focused on strengthening emotional positioning and maintaining brand consistency. The project reinforced the importance of research-driven decision-making and strategic thinking in brand management.

Link: https://canva.link/f64qer0yw0d3bjx

Poster titled 'Why Care?' with three images and captions: a smartphone in a hand labeled 'The device in your pocket,' a TV in a living room labeled 'The TV in your living room,' and a computer chip with a brain image labeled 'Chips powering AI companies.'

3. Building Community Through Content

Venue Skateboards

Working with Venue Skateboards, I created short-form social media content designed to capture the energy and authenticity of the local skateboarding community. From filming and editing to storytelling and pacing, each video was crafted to reflect the brand's personality while encouraging audience engagement across digital platforms. This experience gave me the opportunity to apply creative skills in a real-world environment and better understand how content can strengthen a brand's connection with its audience.

Link 1: https://www.instagram.com/reel/CnHvsMNh6Dm/?utm_source=ig_web_copy_link&igsh=NTc4MTIwNjQ2YQ==‍ ‍

Link 2: https://www.instagram.com/reel/DXjux8mABIC/?utm_source=ig_web_copy_link&igsh=NTc4MTIwNjQ2YQ==

Close-up of a skateboard's metal truck and wheel on an asphalt surface with visible motion blur.
A pair of black, white, and brown sneakers with white laces, placed on a wooden surface against a brick wall. The sneakers display the brand name Halex.

4. Understanding Consumer Behavior

Duncan Hines Brand Research

This research project explored how evolving consumer preferences influence brand perception and purchasing decisions within the baking category. Through market analysis, consumer insights, and competitive research, our team identified opportunities for Duncan Hines to strengthen its positioning while remaining relevant to modern audiences. The project demonstrated how thoughtful research can inform strategic recommendations and support more effective marketing decisions.

Link: https://docs.google.com/presentation/d/1vAsu5Gsf6CWsmAs-b82c8mdBoMCreCUY6pGDhMalYAE/edit?usp=sharing

Presentation slide with red background on left and baked strawberry cake squares with white frosting and fresh strawberries and raspberries on right.