SUMMARY:
My first real project spearheaded as Creative Director at The Daily Pennsylvanian (and unofficial Creative Director in the Marketing department)... I was in charge of overseeing the art and media used for The Daily Pennsylvanian "We've Got You've Covered" campaign, which was carried over from the Fall 2014 semester.
This campaign kicked off the transition of the new board of managers and editors at the company. I really wanted to emphasize that this board was going to bring change to the company in an effort to transform us from a "newspaper" into a news media organization, while humanizing the people that would be in charge of bringing on this change. The different media and their platforms and the design aesthetic used in the campaign were all chosen to reflect this vision of "new."
VIDEO
Video produced by me and Carter Coudriet
WEB
SOCIAL MEDIA
Each board member changed their Facebook profile pictures in order to infiltrate the campaign to their peers. In an effort to humanize the faces that would lead the new board and target our audience on a more personal level, each person's poses reflected his/her personality or, if that was a struggle to show on camera, his/her definition of "fun."
I wanted the pictures to look of rather high quality (after all one of my visions as Creative Director is to look as legitimate as possible — even when having fun with a campaign), so this required using more elaborate photo equipment, specifically flash, an umbrella and backdrop. As I found out during this campaign, it has been a while since the company used this equipment. UNfortunately...
