MOJO AD - REPLICA
The State of the YAYA is an annual report that provides marketers with an in-depth look at the trends and activities of the YAYA market. The MOJO Ad staff curates a report that presents exclusive data on the YAYA demographic to help marketers connect with them on a deeper level. Because success feels elusive for many YAYAs, they tend to prioritize short-term achievements. This internal conflict inspired the development of Replica, a simulation which YAYAs invest their energy into three different Replicas: the Corporate Climber, the Social Butterfly and the Bag Chaser. The goal of the simulation is to acknowledge daily accomplishments and redefine what success truly means.
As an Art Director, I translated our insights into a visual narrative that captures the complexity of how YAYAs define success today. The campaign consisted of a full plan book, a social media campaign, and a presentation. I designed all 18 pages and the covers of our plan book, resulting in a piece that’s as research-driven as it is design-forward.
Plan Book
The Replica plan book dives deeper into our topic of success. I designed the cover of the plan book to look like a video game box. Our plan book reflects the idea of YAYAs navigating a 24-hour challenge to find success. Every design decision supported the immersive narrative we built. The plan book served not only as a detailed strategic document, but also as a visual extension of the campaign itself. View the full plan book here.
Social Media Campaign
Presentation
I played an active role in presenting our campaign strategy to over 200 audience members, including industry professionals from across the country. Presenting alongside my team, I helped bring our vision to life, walking through key insights and explaining how our visual identity and messaging would resonate with a generation constantly navigating digital and real-world pressures. You can view the recorded presentation below.