Ad Campaign
Note: The art assets for this campaign are password protected. Contact me to see a selection from the campaign.
Challenge: Award-winning creative agency Mindgrub hired me to write copy for a recruiting campaign by financial staffing agency Aronson. Aronson's priority with this campaign was to sell job seekers on the agency's forward-thinking perks and frame Aronson as an attractive career move.
Solution: Along with Mindgrub's creative director and a graphic designer, I concepted a campaign that reflected the target audience's ambitious spirit and what Aronson's perks would mean for their personal and professional lives. We landed on dynamic ad copy focused on adventure, progress, and work-life balance.
My Contributions:
Brainstormed themes and over 40 campaign taglines with the creative director and a graphic designer.
Used the team's notes to refine our ideas into core "adcepts" backed by vivid language.
For example, the concept Life as an Adventure led to key language like pursue, explore, embark, and chart your course.
Another core concept, Open-Ended Career Growth, led to key language of build, define, take control, and work as flexibly as you live.
I helped prepare the creative director's pitch of our adcepts to the client by drafting explanations of the language and character behind our potential campaign directions.
Aronson chose Chart Your Course as the main idea and I used my team's brainstorming notes to draft ad copy for web, social media, email, and podcast ads.
Outcome: Mindgrub delivered 21 assets — images, videos, scripts, and social media copy — encouraging young CPA and tax pros to use Aronson as a launchpad for their next big adventure.
Note: The art assets for this campaign are password protected. Contact me to see a selection from the campaign.