Senior Capstone Project
The Sandage Project is the Senior Capstone class that brings all our past knowledge and skills together to create a campaign for a real client. We formed agency teams that focused on using advertising for good while working with a non-profit organization. In the end, each group will pitch their individual campaigns to the client where they can choose which campaign to implement for their organization.
Client: The Family Resiliency Center
Agency Name: MJOR Advertising Agency
Agency Role: Creative and Art Director
Programs Used: Adobe Creative Suites (Photoshop, Illustrator, Indesign), Google Slides, Canva
Part 1: Gather Research and Formulate Insights
The project began with researching the brand, audience, and competitive landscape of the client in order to formulate insights for our strategy. I was responsible for the Brand Audit section of the report and designed the layout of the final document using Adobe Indesign. Information collected from our research led to the main target audiences, key insights, and the main message.
Due to client confidentiality, the Discovery Report document cannot be posted publicly.
Part 2: Media Plan and Creative Concepts
The Creative Critique served as our Mid-term client check-in where we presented our initial key insight and main message, main target audiences, media plan and strategy, and three creative concepts. As creative director, my responsibility was to create the three concepts and present them for feedback on what is working and where we can improve. Changes were made based on reviews and presented to our teacher individually before the final presentation.
Step 3: Final Campaign and Pitch Presentation
It all came together during our final presentation. My group presented our final strategy with the main message and key insight as well as the final creative concept and media plan to the client as our final. From the time of the Creative Critique, I switch from being a creative director to an art director and started creating posters, flyers, social media posts, and event promotion mock-ups to show the client.
Artwork created for final
Digital Ad/Flyer #1
Digital Ad/Flyer #2
Digital Ad/Flyer #3
Facebook/Twitter Social Ad #1
Facebook/Twitter Social Ad #2
Facebook/Twitter Social Ad #3
Instagram Ad Scroll 1
Instagram Ad Scroll 1
