Creative Direction

Stop Don’t Roll - Marijuana Prevention Campaign

Lead a team of six creatives with one project manager to develop a digital media marketing campaign for the Georgia Department of Behavioral Health & Developmental Disabilities marijuana prevention initiative.
Conceptualized a Gen Z friendly campaign creative direction using humor as a foundation. Dubbing it “ Stop Don’t Roll”.
Developed messaging with the copywriter that was then focus tested and edited.
Collaborated with designers to create brand guidelines for the campaign.
Worked closely with the team to create a Public Service Announcement (PSA) video . social sedia shorts and social media posts that delivered those messages.
The organization praised the work and is currently set to initiate the campaign soon.