student powered ad + PR + design agency at Western Kentucky University.
I began my role as a design intern at Imagewest, but it quickly evolved into something far more rewarding than I anticipated. From managing client communications to head media planner of an award-winning campaign, I had the opportunity to collaborate with fellow interns to successfully execute a project over the course of my last two years at Western.
Spring 2025
AAF/NSAC
Every spring semester, Imagewest students are given the opportunity to compete in the National Student Advertising Competition (NSAC), the flagship program of the American Advertising Federation (AAF).
This semester, our team made history by taking first place at the AAF District 5 competition, WKU Imagewest's first win in 25 years.
In our campaign, I served as Head Media Planner. I was responsible for the strategic architecture of our outreach, determining exactly where, when, and how to deliver our message to the target audience for maximum impact. My role centered on deep audience research, media strategy development, and the meticulous allocation of our budget to ensure the most cost-effective high reach results.
In our campaign, I served as Head Media Planner. I was responsible for the strategic architecture of our outreach, determining exactly where, when, and how to deliver our message to the target audience for maximum impact. My role centered on deep audience research, media strategy development, and the meticulous allocation of our budget to ensure the most cost-effective high reach results.
Working with AT&T, we were challenged to develop a campaign designed to cultivate brand 'cravability' and long-term loyalty within the Gen Z demographic.
To reach Gen Z, we proposed a strategic partnership between AT&T and We’re Not Really Strangers (WNRS). By leveraging WNRS’s 1863% higher engagement rate, we transitioned AT&T from a service provider to a facilitator of authentic human connection.
The strategy centers on the "AT&T Expansion Pack," a card game focused on the theme "Connecting Changes Everything". To resonate with the 84% of Gen Z who prefer unpolished content, we utilize an "intentional messiness" in our creative, using candid collages and organic fonts to spark the genuine conversations this generation craves.
The strategy centers on the "AT&T Expansion Pack," a card game focused on the theme "Connecting Changes Everything". To resonate with the 84% of Gen Z who prefer unpolished content, we utilize an "intentional messiness" in our creative, using candid collages and organic fonts to spark the genuine conversations this generation craves.
I developed this comprehensive media plan and budget for our AT&T campaign, managing a total spend of over $73 million. I strategically mapped out our channel mix across Digital, Social, TV, and OOH to ensure a 'Heavy' presence during key launch windows while maintaining year-long brand visibility. My goal was to align our spending with a four-phase strategy, ultimately projected to deliver over 5.7 billion impressions.
The most significant highlight of this experience was the team itself. This group, including our brilliant mentors and hard-working teammates, became my close friends. Our collective synergy was the true engine behind our success.
FALL 2024
THE CLIENT: Next Level Prints
Jim Winn, entrepreneur and owner of Next Level Prints—a company specializing in custom baseball lineup cards—faced a significant challenge.
Despite being one of the leading providers in their industry, their website failed to convey the professionalism that defined their brand.
They turned to us for a solution, and we delivered.
Despite being one of the leading providers in their industry, their website failed to convey the professionalism that defined their brand.
They turned to us for a solution, and we delivered.
Old vs New
A side by side.
Creative brief
We wanted the client (baseball coaches) to see that Next Level Prints custom lineup cards could inspire players to believe in the possibility of a professional baseball career.
Phrases like “treat them like champs” and “from starting small to dreaming big” helped reinforce this message.
Phrases like “treat them like champs” and “from starting small to dreaming big” helped reinforce this message.
Mock Ups
Work, work, work!
Using Figma and Getty Images, my teammates and I collaborated to redesign Next Level Prints website, creating these mockups.
Using Figma and Getty Images, my teammates and I collaborated to redesign Next Level Prints website, creating these mockups.
