Assignment Project Overview:
This project aims to replicate the high-stakes scenario of presenting a comprehensive, high-profile creative pitch for a brand addressing a significant, widely shared challenge affecting society. We were tasked to form collaborative partnerships to research, develop, and execute a unique, immersive awareness campaign tailored to the selected brand. The project involves creating a visionary strategy fueled by thorough market research, competitive intelligence, and innovative ideation.

Key Message:
To continue to highlight The Salvation Army as a proponent of people facing poverty. While introducing these men and women as people, shedding light on their humanity and shattering the ability to see them as less.

Strategy Statement:
To GET millennials who see the homeless as a different group of people TO see them as relatable BY introducing the homeless with their names and stories BECAUSE we are one community who should support each other.

Process:
We began by conducting comprehensive research into past campaigns by organizations like the Salvation Army, analyzing both their successes and failures. Additionally, we delved into societal perceptions of homelessness and how individuals experiencing homelessness are often dehumanized in mainstream society. Through regular meetings and task assignments, we ensured the project progressed smoothly and efficiently. To add a personal touch and enhance the campaign's relatability, I interviewed a friend who has experienced homelessness and incorporated her story into our approach. We also established a "company name," Media 4 Everyone, to present our pitch from a corporate perspective, emphasizing inclusivity and accessibility in our messaging.

Role and Responsibilities:
Team Collaboration: Erin Gilbert, Maria Xiao
I assumed multiple roles, including Art Director, Copywriter, Production Lead, and Creative Strategist. My responsibilities ranged from conceptualizing the campaign's visual direction to crafting compelling messaging and overseeing its production. Maria, my partner, focused on research and graphic design, contributing valuable insights and visual elements to our project. Additionally, I took charge of creating the video component, leveraging my skills in video production to bring our campaign to life. Furthermore, I designed one of the graphics, utilizing a spray-painted mural mock-up to add an impactful visual element to our presentation. Together, our collaboration ensured a cohesive and impactful campaign that effectively conveyed our message.

Reflection:
During the project, we encountered some challenges that tested our collaboration. While I respected my partner's contributions, communication barriers arose. Despite our efforts to navigate this, it occasionally hindered our progress. These obstacles required patience and adaptability to overcome. Despite the challenges, we maintained professionalism and sought constructive solutions, ultimately finding ways to leverage our strengths and deliver a successful project.