The Details Concept campaign produced for Scott’s new product Extra Soft, visuals and copy were invented to tout the new products ability to be soft everywhere and define the word’s purpose. Additionally, visuals and copy were meant to hero softness and adapt to every media–from Rolling Stone to MacWorld. My Role + The Pitch + Creative Direction + Art Direction & Copy + Graphic Design Honors Best Campaign Concept, 2006, Luzerne CCC Art Department 1 2 3

The Details Relating to men through visual clues that there may be a problem–Rogaine can supply the solution. Executed utilizing knowledge of men skimming through various magazines like Men’s Health and Esquire, white space was leveraged to highlight the villain. My Role + Creative Strategy + The Pitch + Art Direction & Copy + Graphic Design 1 2 3

Client RAINN The Details Concept campaign prepared for on-campus and local non-profit organizations to utilize for marketing initiatives. The strategy took on both rape prevention and students against binge drinking. 1 2 3