OREO Thins

During my internship at VML's New York City office, my team and I were tasked with developing a fully integrated campaign for OREO Thins. In just two-weeks, we built a 6-month campaign with a $2 million budget that would generate a total of 146 million impressions across all channels. I served as the group's main art director, served as one of the team's copywriters (I actually came up with our campaign's tagline: "Your Perfect Pause"), and contributed to the primary and secondary research.

Ask:

Turn OREO Thins into a premium indulgent that consumers would pick over chocolate or ice cream.

Insight:

For millennial women, premium treats are not just for the night; they often feel a slump by mid-afternoon and are willing to turn to a sweeter, but still light, snack that will help fuel them for the rest of the day.

Idea:

Turn OREO Thins into "Your Perfect Pause" for these women. OREO Thins offer a much-needed self-care break in your day that gives you the necessary energy and motivation to finish the day strong.

Brand Kit

Colleen asked me to develop a brand kit and logo for Play Her Potential. She wanted to me to match the pink color scheme of her website, as well as her mission to marry the glamorous and athletic aesthetics she inhabits. I developed the new logos in Photoshop, where I also created a brand standards document for her.