WAVE G - THE GIG LIFE
I lead the creative development for Wave’s Wave G advertising campaign in the summer of 2016. When I began as Creative Lead for the project, the team goal was to increase brand awareness in target markets. I worked with the small team (another designer and a copywriter) to build a campaign around the idea of the "Gig Life" - a phenomenon we defined as what happens when people love service from Wave G so much, the product begins to manifest itself in them and other parts of their lifestyle.
I developed pitch presentations and lead the process of presenting design concepts to stakeholders before working with the copywriter and designer to shape the campaign as we received feedback. The biggest challenge of this project was staying in an edgy visual space (to appeal to a younger target segment) while remaining true to the rest of Wave's family-friendly brand. We were able to find a sweet spot photoshopped images showing the Wave G "G" in unexpected everyday places.