SPRING '20 CAPSTONE CAMPAIGN PITCH
WINTER PARK
SPRING '20 CAPSTONE CAMPAIGN PITCH
WINTER PARK
My role in the campaign was Art Director/Creative Designer, I selected all imagery, followed brand guidelines, wrote copy and produced all of the creative executions for the campaign.
Our first execution was an interactive approach to engage and inspire our audience on social media. We wanted to run this in the late spring to get people thinking about how they would spend their summer. I created this video using stock video clips from pexels, stock music, and my voiceover script. Edited with Premiere Pro. It was meant to be a shareable post on Winter Park's socials, with the hope it would take off and earn shared media.
HOUR OUTSIDE
Winter Park is one of the resorts featured on the IKON pass for the winter season. They offer a feature that lets you purchase a summer pass add-on at a discounted rate. I personally am an IKON passholder and I had no idea about this feature. We thought leveraging this partnership was a good way to get repeat winter visitors to become repeat summer visitors.
This ad was created to be a paid sponsored ad on Facebook and Instagram. I rendered this design using Illustrator and Photoshop.
IKON PASS ADD-ON
Below you will find the hearty soul of the campaign. For the main portion of the campaign, we just wanted to generate a buzz and get people to the summer landing page. I thought the best way to do this was repetition to create recognition by using a general look and feel that is easily portrayed and recognizable across channels. I created these designs again using a combo of Illustrator and Photoshop.
THE MEAT & THE CHEESE
General social media graphics for both stories and written posts to be accompanied by a CTA. (above)
Billboard design to be displayed on i-70 and other major highways in the Denver Metro Area. (below)
Banner Ad designs for web/paid search
