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Parallax
Role
Copywriter
Date
Spring 2026
Campaign Highlights
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.
Team Branding
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Package Redesign
The packaging uses premium cues such as a pull-tab closure, a refined neutral color palette, and a soft matte finish to reinforce the sense of indulgence.
Team Reveal Teaser
For the post teasing our team's reveal, I wrote the caption, as well as the copy on the teaser video.
Team Reveal Posts
I wrote the captions for our team reveal posts and the copy on the first slide of each post.
Out-of-home placements allow OREO Thins to show up in physical spaces amid the movement, noise, and nonstop pace of major urban centers.
This into airport environments where Millennial women are often navigating travel stress, packed schedules, and constant transitions.
In these moments of motion and mental fatigue, OOH delivers high-visibility awareness while positioning OREO Thins as The Perfect Pause, a light, indulgent reset when consumers need it most.
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