Emmanuel
College
Website and Marketing 2016
Senior Graphic Designer
TIAA
Millenial Travel Campaign
Art Director
After working with TIAA for about 4 years, I have worked on a number of different campaigns (mostly social media). This campaign was a favorite of mine because it challenged us and the client to think outside the box and target a new audience. This involved multiple rounds of creative with custom articles and article content, unique micro-site experiences, custom video and social assets that drove to the articles. We also collaborated with another agency to create a hub that now houses all of this content. This project served as a test and learn experience to generate awareness for the brand and target a younger demographic. It's success led to an extension of the campaign for older segments.
Agency: Primacy | Role: Art Director
Eats Worth Exploring
I collaborated with a writer to discover the top dishes in various locations around the world and create an interactive map to help people find out what to try at various price points.
How I Spent My Vacation
This experience was meant to mimic a "story" format on social media by sharing a mix of images and type treatment with stickers and various illustrative pop-ups to help you make the most of your trip with different ways to share with your friends and family.
How to Haggle Abroad
From concept to implementation, I designed a scrollable illustrative experience where you can learn tips for how to haggle when traveling abroad.
Sponsored Facebook Ad's
I created a Facebook ad that was associated and drove to each article. We optimized these ad's and ultimately ran the best performers most as part of our test and learn process for this campaign.
