Clemson Brand communications
Strategy | Research | Creative | Account Management
What i Do
In the Clemson Brand Communications program, I have had the opportunity to work not only as a creative, but also as a strategist and researcher. These roles take on many forms throughout our different class offerings.
Some examples of previous projects and campaigns are…
Working in Cadency (Clemson’s student-led brand agency) for three semesters, contributing to client work for HP, Ally, Impossible Foods, and The Packaging School
Fictitiously pitching a partnership between a Clemson running back (Kieth Adams Jr.) and Polo Ralph Lauren
Re-aligning an ARF David Ogilvy Award-winning campaign (Cheez-it: Aged by Audio) to fit a new target audience
And much more!
CADENCY
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HP
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CADENCY
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Impossible
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CADENCY
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Ally
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the packaging school
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CADENCY x HP x CADENCY x Impossible x CADENCY x Ally x CADENCY x the packaging school x
Cheez-it: For Every Moment
In the Clemson Brand Communications minor, our final class we take within the program is our Capstone class. In the class, we have the opportunity to work on one last pitch with the people we’ve gone through the program with. Working through Re-aligning an ARF David Ogilvy Award-winning campaign (Cheez-it: Aged by Audio) to fit a new target audience, my team decided to refocus the campaign initially intended to reach millennials, to generation X. This was a really interesting project, as we had to reverse engineer how the Kellanova team got to their final insight, but through mimicking their research techniques, we arrived at our final concept “Cheez-it: For Every Moment.”
Though we did not have the opportunity to work with people in the age-range we had selected to focus on for our creative portion, I was still able to communicate the idea behind it, that no matter your current season of life, Cheez-it has a place in it, because Cheez-it is for every moment. to the right is a rough draft for the video spot we pitched to help communicate our concept.
Keith x Polo Ralph Lauren
In Clemson’s NIL class, we covered all the current details of NIL compliance, how athletes can best find partnerships with brands, how content creation looks for NIL deal fulfillment, and so much more.
The final project for this class was a fictitious pitch from the athlete’s side of things. For this project, we represented Keith Adams, a current Clemson running back, who was actually on our team.
Details of this pitch included brand alignment, content planning, content shooting, crisis scenario planning, and more. One of the final deliverables for the project, seen to the left, was a “Get Ready With Me” style video, shot for Instagram Reels.
In Clemson’s student-led brand agency, Cadency, I’ve had the opportunity to work on several accounts such as HP, Impossible Foods, Ally, and The Packaging School.
The majority of my work for HP includes consumer and demographic research, utilizing both primary and secondary research methods and sources to build out consumer insights and profiles to inform creative.
I have had the opportunity to contribute to Ally and Impossible Foods in more creative ways, including graphic design and mock-ups, as well as event photography and videography for activations produced by Cadency.
The Packaging School was my first account when I was brought into Cadency, and was definitely one of the most interesting asks I’ve been able to contribute to while in Cadency. We had the opportunity to dive into a semester’s worth of research to contextualize an audience that the Packaging School wanted to tap into, which would then inform our concept of “Unpacking Packaging.” This concept, rooted in our demographic research, led us to building out what we called our “trend playbook” for the client. This resource contained centralized resources for social media listening, logo assets, consumer insights to help guide creative moving forward, and practical tips for content creation for social.
Though I am unable to share the majority of the work I’ve been able to contribute to, I can show the amazing people I’ve been able to work with along the way! To the left are a few of the teams I’ve been fortunate enough to work with while in Cadency.