CAROLYN CASERTA

OBJECTIVE / CHALLENGE

Evolve the Pore Patrol Print Advertising Campaign, support two differentiated product ‘ingredient’ pillars (charcoal/baking soda) and introduce the launch of a new subline of salicylic acid acne products within those pillars.

SOLUTION / APPROACH

Establish a solid communication hierarchy: Brand/Acne NPD/Pillar Story

Leverage ingredient pillars to showcase efficacy of products to establish Bioré as an authority in the acne category.

Evolve the existing campaign and support the launch of a new subline of products by introducing a new pore patrol heroine who functions as a catalyst to make our story come to life.

Disrupt the category and cut through the clutter in a ‘sea of same’ advertising: Add dimension and increased depth for increased stand-out; give the creative a ‘face-lift’.

SCOPE

Conceptual Design (Campaign Evolution)
Character Creation + Development
Iconography
Communication/ Copy
Contract Studio
Direct Shoot / Talent / Styling / Retouching

OBJECTIVE / CHALLENGE

Promote the launch of Curel’s new Rough Skin Rescue lotion. Create a ‘stand-out’ campaign that generates credibility within the therapeutic lotion category by touting the benefits of this efficacious formula.

SOLUTION / APPROACH

Leverage the visual ‘tactile’ metaphor of sandpaper to bring the consumer insight to life. Position Curel Rough Skin Rescue as the ultimate ‘breakthrough’ solution to conquer dry, rough skin.

SCOPE

Conceptual Development
Storyboards
Scriptwriting
Direct (Live Action / VO Talent / Print Design)
Produce / Contract Studio

OBJECTIVE / CHALLENGE

Revamp brand positioning and ideate a US specific social media campaign for the John Frieda brand that speaks to a new, younger consumer target audience (Millennial's). Define value-add ‘lifestyle’ content guidelines – what is relevant and timely for our hair involved consumer.

SOLUTION / APPROACH

Uncover Consumer Insight: 
“My hair is inexplicably linked to my identity and is a key source of my power. In the hustle of my life, when my hair looks good, I feel unstoppable. John Frieda gives me the products and tools that allow me to recharge, power-up and take on the day.”

Develop Hair Talks Campaign: 
Our hair takes on a personality of its own; it may be a reflection of our mood, the events of the day or perhaps the weather. It speaks for us and has a lot to say. The language of our hair makes us unique; it allows us to stand-out and make a statement. “When my co-worker has her hair up in a top knot, I know she is ‘all business’. Its positioned almost as if she is ready to go into battle. Those are the days I know not to bother her. When its down and loosely styled, I know she is in ‘relax mode’ and I can interrupt her with a humorous Instagram post.”

Define Content Guidelines: 
Tap into key influencers who share their personal hair stories as it relates to defining moments in their lives as a source of inspiration – from athletes to artists to regular everyday relatable women.

SCOPE

Brand Positioning
Tone of Voice
Campaign Language
Contract Social Media Agency

OBJECTIVE / CHALLENGE

Create a hard-hitting,  product as hero campaign to support the launch of Curel Hydra Therapy Wet Skin Lotion. Educate consumers on the innovative formula benefits and unique ‘delivery method’.

SOLUTION / APPROACH

SCOPE

Conceptual Development
Design
Communication (Headline)
Social Identity (Look/Tone/Feel)

OBJECTIVE / CHALLENGE

Ban social/print ‘retro’

SOLUTION / APPROACH

SCOPE

Conceptual Development

Communications / Copy

OBJECTIVE / CHALLENGE

Update the Union Bank ATM branding currently in-market by continuing the roll-out of the ‘Simple Elegance’ look, tone and feel.

SOLUTION / APPROACH

Evaluate the competitive set as a benchmark for how we can stand-out in an own-able way.

Elevate the translation of our brand image to ensure we maintain the level of sophistication that appeals to our customer base.

Consider current ‘in-market’ executions to understand the variety of formats and real estate nuances we are solving against.

SCOPE

Conceptual Design

OBJECTIVE / CHALLENGE

Develop ‘in-branch’ campaign creative to promote the launch of the Bank Freely Rewards Credit Card. Educate customers on exclusive benefits available as part of the Bank Freely product suite; create a memorable and interactive communication vehicle to increase sales and consideration.

SOLUTION / APPROACH

Align look and feel to the new Simple Elegance brand guidelines, ensuring consistency in brand, tone and message intent.

Ensure the interactive communication ‘vehicle’ will prompt and facilitate customer discussion, while logically mapping back to effective delivery of product benefits.

Select vehicle format options that meet the following parameters: longevity (wear and tear), target audience appeal / relevance, and budget.

SCOPE

Credit Card Design, Print & Promotion Design, UI Design, Direct Mail, E-Mail

OBJECTIVE / CHALLENGE

Create a suite of turn-key shelf ads to support opportunities that arise within the business units. Ads should be consistent in brand, tone and message intent, yet customizable by need.

SOLUTION / APPROACH

Recognize what makes each partnership unique through the lense of the “insightful advocate.” Highlight our brand promise of “empowering the exceptional within” as a constant thread throughout each narrative.

Leverage a layout template that features a hybrid horizontal image vs. a full-bleed, full-page image. This will eliminate any required retouching to soften or blend image edges. Our goal is to ensure a quick, cost-effective and user-friendly experience.

Elevate the existing gallery of image options. Ensure diversity in talent, more relevant styling (timeless vs. trendy) and overall fit with the new ‘simple elegance’ photography guidelines (lighting/pose/expression). Selected imagery options will work in the horizontal format, as featured in the new, modified layout.

SCOPE

Conceptual Design, Copy