During the Spring 2024 semester, I competed in the National Student Advertising Competition (NSAC) as part of an 11-person team. Our objective was to develop a fully integrated advertising campaign aligned with Tide’s initiative to encourage consumers to “Turn to Cold.”

Our strategy was rooted in extensive research conducted the previous semester, which informed both our messaging and creative direction.

As Production Lead, I managed the development and execution of all creative assets. I delegated tasks across the team, provided feedback, and ensured all deliverables met a high standard of quality and consistency. In addition, I led the design and creation of the campaign planbook—a comprehensive document outlining our strategy and execution. I was responsible for structuring the content, writing copy, and designing a cohesive, visually engaging layout that clearly communicated our ideas.

Our work earned top-three recognition at the district-level competition.