Client/project: Create a 45 second Instagram video ad promoting an existing social cause brand or cause. The client I chose was Curated Heat, a local fashion boutique in St.Pete, and their partnership with the Peyton Barber Foundation, which collects sneakers for kids in need.

Audience: 16-30 year olds in the streetwear and sneaker scene. Patrons of the Curated Heat and St.Pete locals were also key targets as they’re the most likely to visit the shop.

Goal: Raise awareness for the Peyton Barber Foundation’s mission through a reliable and heartwarming message: Sneakers are more than just a necessity – they’re a life long memory that can change a child’s life.

Strategy: By using the iconic retro Jordan 1 and a common experience among all sneaker heads (camping out/waiting hours for a new sneaker release) the campaign builds a sense of community and nostalgia among patrons. In turn, patrons would then want to pass these feelings of goodwill onto someone else prompting them to donate.

Tactics: I was in charge of storyboarding, directing, filming, and editing this short campaign video. The technical specs are listed below.

TYPE: Video Ad

CAMERA: Black Magic 6K Pro

SOFTWARE: Adobe Premiere Pro

SPECIFICATIONS: 1600 X 900, MP4

DURATION: 1:00

CLASS: COM 383 Advertising Creative Direction

PROFESSOR: Allen Zimmerman

SEMESTER/ TERM: Fall 2023

Creative: The ad takes you through the unboxing process of a classic retro Jordan 1. The voice over gives a brief history of the sneakers’ popularity while creating a community aspect with a relatable story. The video ends with the campaign’s main message “Sneakers are more than just a necessity – they’re a life long memory that can change a child’s life” and explains the donation process.