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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
My creative team and I worked together to develop our larger team's branding. Inspired by our topic of true knowledge, I was inspired by the concept of a "parallax". Much like how where you're standing affects your view of something, the different perspectives of a team allow for a full view of a topic that enables success.
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 Web Bios
I wrote the web bios for my team's section of the Mojo Ad website. I sent out a questionnaire and met with members of my team to develop their bios.
Team Reveal Posts
I wrote the captions for our team reveal posts and the copy on the first slide of each post.
Narrative and Insights
I worked with my team's strategists to craft our final presentation's narrative and insights. Our presentation dived into how YAYAs (Young and Young Adult/18-24 years old) constitute true knowledge.
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