Strategy, Graphic Design, Copywriting, Research

My Capstone campaign was for Hewlett Packard (HP) that targeted Generation Z & Millennials. The client wanted to optimize their brand for GenZennial interests and media consumption. 

My team and I were tasked with putting HP on the path to the "Cultural Cloud" which is where a generations culture lives and breathes. Brands like Apple, Twitter, Tik Tok, Adidas are in the GenZennial cultural cloud and HP wanted to be right there with them.

We researched our audience with primary and secondary methods including: focus groups, snowball surveys, interviews and more. 

Through research, we concluded that GenZennials value and support authentic brands that have a global worldview, stand for something more than profit and keep their lifestyles in mind. 

Throughout the semester I wore various hats. I developed strategy for our campaign and conceptualized our media ideas. I designed mock-ups for our content. I wrote copy for our campaign book and various assignment decks throughout the semester. I also wrote the scripts for the podcasts we pitched. 

Overall, it was a great learning experience that allowed me to do work with a national client and sharpen my skills in a variety of fields.