During my senior year at Pace University I was selected among 22 other students to participate in the honorable Advertising Team. Each Year the Ad Team competes against other schools in the National Student Advertising Competition sponsored by the AAF. Each school is given a Case Study for a specific client and the teams are charged with the order of creating an Integrated Marketing Campaign for the client. During the 2011-2012 competition, the client was Nissan North America.

Our research began in August 2011 as we embarked on our journey towards creating an IMC for Nissan. Our target: Multicultural Millennials. Throughout the first semester, our team conducted both primary and secondary research. Towards the end of the semester leadership roles were determined and I was elected, by both my peers and professors, to serve as the Creative Director. From this point forward I was in charge of the creative department which entailed developing the creative strategy and creative production. As a team, we developed an insight, message, and big idea.

Since Nissan has such a diverse product lineup, we centered our campaign around creating different diverse personalities for each of their vehicles. Focusing on their core models plus four additional models, we created individual personalities that reflected not only the vehicles but reflected different Multicultural Millennial personalities as well. From “Go-Getter” to “Rebel” the personalities behind each vehicle is what drove the bold brand image we wanted to establish for Nissan.

Utilizing programs such as the Adobe Suite, Final Cut Pro, and Prezi, our team was able to produce a campaign that not only are we proud to call our own but also earned us an astounding placement of 3rd in our district. As Creative Director, I oversaw all creative materials such as graphics, print ads, plansbook design, presentation design, as well as taking the commercial spot from storyboard to footage.

To get a deeper understanding of the campaign and to see our executions, check out our plansbook here. You can also learn more about the Pace University Advertising Team here.