about
socials
MOJO Ad is a full-service agency at the University of Missouri that specializes in all things young, and entirely staffed by young adults. Specializing in the 18-24-year-old market, also known as the youth and young adult (YAYA) market, we are certified experts. We know these consumers because we are these consumers. Our unique position in this sought-after demographic grants us the ability to act as a liaison between YAYAs and the professionals seeking to reach them. For more information on MOJO Ad, click here!
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. My team, Reverie, was tasked with uncovering YAYAs’ attitudes, beliefs and behaviors surrounding success, and what we found may not be what you expect.
As an Art Director, I translated our insights into a visual narrative that captures the complexity of how YAYAs define success today. I designed all 18 pages of our plan book, creating a piece that’s as research-driven as it is design-forward.
REPLICA
MOJO Ad
Introducing Replica: a 24-hour simulation-style video game where YAYAs chase success in a single day. Think of it as a video game built from data, where every detail moved the narrative forward.
If you’d like to explore my plan book, presentation and social media campaign, click the links below.
plan book
Replica’s plan book dives deeper into our topic of success. I designed the cover of the plan book to look like the video game box of the simulation. 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
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.
social media campaign
