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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.
Logo Redesign
With the new Victrola logo, I paid homage to the 1920s-roots of the brand and created a typeface of dancing letters. I used Adobe Illustrator to create the logo and InDesign for both the brand intro and standards.
Print Ads
For my print ads, I wanted to further tap into the joyful and community-oriented nature of music. I organized a photoshoot for the ad with a couple of my friends as models. I used Adobe Illustrator to design the print ads.
Team Reveal Teaser
For the new Victrola website, I was instructed to focus on creating an interactive website that went beyond normal website structures. I wanted to emulate the vibe of an actual record store. Hovering above each box will cause the record at the front of the box to slightly rise up and cause a featured song from the album to begin playing. Users can see which song is playing in the navigation bar of the website. Users simply click on the record to see the next one.
There are pieces of music memorabilia on the page referencing different artists, genres, and events in music. Pressing on one will take a user to a subpage focused on that artist or genre. Users are able to drag records they want into the shopping cart on the far right. Click the link here to see the full redesigned website!
Team Reveal Posts
To fully connect the campaign, I added a record stand similar to the store on the website. Only the performing artist's records will be sold at the stand.
For my final assignment of the semester, I had to create a guerrilla marketing extension. I made a giant record player stage that slowly rotates to allow for 360-degree views.
I also added a drink stand to allude to the print ads. At the drink stand, the drinks are named after Lorde songs to match the individual performance.
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