A Creative Director, Copywriter & Brand Builder.
Airly
Branding, Website Copy, Social Media Strategy, Digital Ads
Website
Brief: Launch Airly, owned by Post Holdings – a climate positive snack cracker.
Insight: This cracker was the first of its kind, not climate neutral, but climate positive. Customers would need to be educated, but not overwhelmed.
Idea: The website copy educates and acts as a foundation for the brand. Using playful language and breaking down complicated ideas, I pushed for a balance between the science and simple brand awareness.
Explainer Video
Since a cracker removing greenhouse gases is a new concept (not to mention a new category) we felt the need to explain how Airly accomplishes this feat. Thus our aptly named "How To" video was born. Not only did I personally and carefully craft each callout, I conceptualized and storyboarded the entire video from start to finish.
Digital Ads
Brief: Grow awareness through digital and social media advertising, as well as in-store purchase.
Insight: This cracker was the first of its kind, not climate neutral, but climate positive. Customers would need to be educated, but not overwhelmed.
Idea: Balance climate benefits with flavor and nutrition.
