Campaigns
The slow campaign
An integrated campaign concept for an outdoor apparel brand — earning attention, not buying it.
- Organization
- Class Capstone
- Role
- Strategy Lead
- Timeline
- Fall 2024
- Discipline
- Campaigns
Overview
A semester-long capstone brief: build an integrated campaign for an outdoor apparel brand looking to reach a slower, more intentional consumer.
The Challenge
The brand had brand equity but no cultural relevance with a younger, story-driven audience.
The Strategy
Trade reach for depth. A single, longer-form film released across three formats, with print and OOH acting as chapter markers rather than reach vehicles.
Process
- 1
Consumer research with twelve target-audience interviews.
- 2
Insight synthesis and a single-page strategic brief.
- 3
Creative concepting with the design team across three rounds.
- 4
Full campaign presentation to a panel of agency creatives.
Deliverables
- Strategic brief
- Campaign concept & manifesto
- Print, OOH, and film treatments
- Live pitch
Results
- 01
Awarded top capstone in the section.
- 02
Selected for the department's year-end showcase.
Reflection
“Great campaigns are built on one honest sentence about the person you're talking to. Everything else is decoration.”
Next Project
A quieter kind of loud
Campaigns · Seedhouse Creative