Parallax

For my capstone, I served as a copywriter for the prestigious MOJO Ad. MOJO Ad is a full-service student-run ad agency that only 5% of Strategic Communication students get to work with. As a member of my creative team, I both developed the internal branding for my team and created a campaign for MOJO's annual State of the YAYA (Youth and Young Adult Market). My team was tasked with the question: What is true knowledge?

Ask:

Determine how YAYAs view true knowledge, especially in regards to formal education, digital smarts, and learned experience.

Insight:

For YAYAs, the path to true knowledge is not as simple as in past generations. Formal education no longer serves as the end-all be-all for expertise. Rather they start in formal education and weave this knowledge together with digital smarts through their learned experience.

Idea:

Define this shift as the "Learner's Odyssey": the journey YAYAs embark on to obtain knowledge, visiting three different planets: Academia, Tech, and Life.