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As a participant in the 2024 National Student Advertising Competition hosted by the American Advertising Federation, I contributed to a team of students as a creative director and led the production of several pieces of advertising collateral. Tide requested that all teams tackle the primary objective of promoting an increased shift to cold-water washing as well as reaching out to a younger demographic. To accomplish this goal, I created a range of designs both referencing and expanding Tide’s brand, including new packaging, a motivational app, collateral for a docuseries, social posts, and more. My team achieved fourth overall in our regional competition and second place for our plans book submission.
