Advertising Projects
“This Is Self Care” — Brand Repositioning Campaign
2024 American Advertising Student Award Winner
Headspace
In this campaign, we aimed to reposition the guided meditation app “Headspace.” It is generally sought out by people who are already familiar with the ideas of meditation and mindfulness. We wanted to create a series of ads that caught the attention of the other crowd — those of us that are not as proactive in taking care of our mental health.
To execute this strategy, we paired abrasive typography with bold, orange strikethroughs and slap-dash, handwritten “corrections” that convey a message of “changing the norm” around how we think about mental health and self-care.
Art Direction & Graphic Design: Reid Rasnic
Copywriting: Sarah Draper
In Fall 2023, I participated in Gaylord College’s in-house, student-led advertising agency called Lindsey+Asp. I was on a team of five students tasked with creating a campaign for Sonic Hard Seltzer.
Creatively, we made a point not to stray too far from Sonic’s existing branding, as it is strong. However, I did experiment with differences in layout and format of the ads, going for a more traditional print ad look. The iconic Sonic red serves as backdrop for the large image of the product, complemented by the thoughtful arrangement of the copy.
Our tagline, “What’s Your Forever Flavor?” sought to highlight the insight that Sonic Hard Seltzer wants to be the “all grown up” version of your favorite Sonic drink that you used to order as a kid.
Art Direction & Graphic Design: Reid Rasnic
Copywriting: Jackson Barbee
“Forever Flavor” — Out-of-Home Campaign
Sonic Hard Seltzer
The Ocean Cleanup
In this campaign, we wanted to highlight the unique aspects of The Ocean Cleaup organization as compared to others addressing the same cause. The people at The Ocean Cleanup are the ones actually out in the ocean doing the dirty work. Donors can be sure their money will be used to physically remove trash from the ocean.
For the magazine ad (middle), I wanted to emphasize the magnitude of the number “15 million” by making it the largest part of the headline, sure to grab the attention of a casual onlooker. Capitalizing on one of the key advantages of this medium, we opted to include long copy that provides readers with a wealth of background knowledge on what exactly The Ocean Cleanup does.
Art Direction & Graphic Design: Reid Rasnic
Copywriting: Robbie Wood
“Talking Trash, Taking Action” — Social Cause Campaign
These Facebook and LinkedIn ads were created to emphasize the unique benefits of Notion, a freeform productivity software designed to provide maximum customization without the complexity.
We used a staggered text effect with the intention of subtly implying that Notion empowers the user to easily fit all their moving pieces together in the way that works best for them.
Art Direction & Graphic Design: Reid Rasnic
Copywriting: Emma Tuttle
“Work the Way You Want” — B2B Social Media Campaign