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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.
Planet of Academia Post
Planet of Tech Post
Planet of Tech Video
Learner's Odyssey Campaign Posts
I worked with my team's art directors and strategists to write the statistics in each of the graphics and videos, as well as the captions for each of the posts.
Planet of Life Post
Planet of Academia Video
Team J-School Instagram Takeover
I wrote copy for our team as we took the Mizzou J-School's Instagram for a day. I wrote our beginning and end-of-day social posts, as well as copy for the Instagram story.
Instagram Story Q&A
Beginning-of-Day Post
End-of-Day Post
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