Mikayla Edberg

The project for Craftsman was to design an ad campaign for a secondary target market. Women are not the first consumer for tools but are a large untapped consumer base. 

For this campaign, I used geometric elements and patterns with a soft color pallet that still included the Craftsman red to appeal to a female audience.

Historical photography is FPO and the campaign could be re-shot using Nicole Curtis from HGTV’s Rehab Addict. She appeals to men and is a hero for women, who get things done.

Working from agency-approved creative brief, we were briefed by Upshot's senior management. Our professor split us into groups of 3 and we produced insights based on research and together, developed a creative strategy. We ideated concepts and key visuals. Our idea was "The Little Farmers." We realized that for urbanites gardening is a dirty word but they like growing their own things. So we wanted to keep growing fun and easy.

Miracle-Gro Gro-ables are seed pods that make growing vegetable and herbs do-able for a first time grower or in a small space. The target market for this project was the green Urbanite who wants to lead a healthy life and grow their own produce with the space they have available. Gro-ables are great for a garden or in a pot on the windowsill.

The campaign idea was to communicate to the urban consumer that the magic of Gro-able seed pods is that they are so easy to grow, it’s like little farmers are doing all the work. Using these two little famers, the campaign shows the simple steps needed to achieve growing a plant from a Gro-able seed pod.

The objective of this Guess campaign is to expand the Guess consumer base. The Guess brand is all about European sexuality meets Cali beaches. The average American consumer is not a Guess model. She is a fun, laid-back girl that wears a size 12. I wanted to focus on the feeling of fun, sunshine, beaches and real people and less on black and white fashion photography, making Guess more relatable for the real woman.

Part of the inspiration of the commercial,wasAmerica's Next Top Model. The Guess consumer loves seeing the behind the scenes and making of photoshoots. The youtube videos of guess photoshoots have more views than the commercials. The target market wants to see the personality of the model and be able to connect to her as a real person. My commercial would be a sneak peak at behind the scene of the season's photoshoot, allowing the consumer to connect to the personality of the brand. The commercial could be put on different internet platforms from the best reach of audience.

An event would also be set up at Guess stores in outdoor malls. A variety of models would be around the mall wearing guess jeans and a branded Guess T-shirt. When the consumer comes in and buys a pair of jeans, they get the same Guess shirt for free. They then can participate in a Guess photoshoot and be photographed for social media in the store. Then they would be able to get their photos off Guess social media and expand the event past that one day. By the end of the day, the mall would by taken over by people in Guess Jeans and Tees. 

This ad campaign for domestic violence awareness was inspired from a literature and culture class. The objective was to adapt the novel “The Bluest Eye” by Toni Morrison into a different form. The theme of the story is domestic violence and the read follows the children and sees the affects of the violence on the kids. The cycle of abuse continues into the next generation. The color palette and focus on the eyes directly relates to the book. Children are the main focus, in hopes of highlighting how they are even more trapped when they grow up with violence in the home.

This Lush Cosmetics campaign started by thinking about what makes Lush different from any other cosmetic company. Lush makes natural cosmetics that are handmade and profits from sales go to ethical non-profits. Lush’s strongest attribute is it’s ability to combine ethics and beauty in a perfect harmony. The goal was to create a campaign that will promote this “harmony” to their popular customer bases, as well as effectively reintroduce Lush to a growing customer base with similar beliefs. This will be made possible through print ads aimed towards both women and the newer men’s market, digital and non-digital IMC campaigns, and effective placement across mediums for all audiences. This campaign is meant to tell consumers that just by using Lush they are doing something good.

This project was for a class, the assignment was to design a fun candy or toy and render the final design. This candy is a honey lollipop that has bees through out the sucker. Bees are edible and this candy would be a novelty item sold by a organic honey company. Then decide what feel that company would have and create a branding image for that company. The package design was next. Creating and using a dieline to constructed a finished package for my buzzing candy.

This was a retail marketing campaign for Angry Orchard Hard Cider. The objective was to create and show different in store marketing techniques. Taking Angry Orchard’s existing branding and re-imaging what the designs could be used for, to incorporate them into this shopper marketing campaign.

This Tide Plus campaign started with the idea that no one wants to think about their laundry detergent.  These ads show the consumer that all they do have to think about it Tide and that there is a bottle of tide for any laundry problem.

These ads mimic this idea of simplifying doing laundry and shopping in the laundry isle so a consumer can grab and go. When using Tide detergent you don’t have to think about any of the other brands on the shelf, just pick up the Tide Plus formulas that are best for you or your family.