The Challenge
Scott Living needed its first integrated brand campaign. The brief required a single idea that could stretch across 20+ product categories, work with or without the celebrity founders, and connect emotionally with a Baby Boomer primary audience while remaining relevant to Millennials. It also had to hold up across print, digital, social, and seasonal promotions.
Scott Living needed its first integrated brand campaign. The brief required a single idea that could stretch across 20+ product categories, work with or without the celebrity founders, and connect emotionally with a Baby Boomer primary audience while remaining relevant to Millennials. It also had to hold up across print, digital, social, and seasonal promotions.
My Role
I developed three full campaign concepts from brief to presentation, including strategic rationale, audience targeting, and executional frameworks. The Room For More concept was selected. I concepted the campaign, built out the executional direction across channels, and directed the work through production. The fill-in-the-blank structure was designed to give the brand long-term flexibility without losing the core emotional thread.
I developed three full campaign concepts from brief to presentation, including strategic rationale, audience targeting, and executional frameworks. The Room For More concept was selected. I concepted the campaign, built out the executional direction across channels, and directed the work through production. The fill-in-the-blank structure was designed to give the brand long-term flexibility without losing the core emotional thread.
