This is a campaign pitch created for JCOM 350: “The Creative Strategist” during my time as a student in the SOJC at the University of Oregon. My team and I were given the assignment of making a slide deck to pitch a campaign about an environmental issue. This was perfect for me because I am an outspoken opponent of AI and its habitual use, so it was an opportunity to create a product centered around my beliefs on the subject.

My official role within this campaign team was Strategist, but I was passionate about this work and went beyond that. I created every aspect of this campaign other than the visual design of the slide deck. I found the insights, did the research, created the creative brief, wrote the majority of the copy, outlined the slide deck organization, and edited every stage of work. Each member of my team deserves the utmost credit for their contributions, but I consider this pitch to be my brainchild

Silhouettes of people walking along a waterfront during sunset with a city skyline in the background and red text overlay reading 'DON'T LET THEM BE BETTER THAN YOU', 'CREATIVE CAMPAIGN NOVEMBER 2025', and 'PRESENTED BY DISRUPTIVE DUCKS'.
Team introduction page for Disruptive Ducks featuring four team members with their photos and roles. Nathan, Strategy, outdoors in a tan shirt. Tanya, Production, indoors at a table, black hoodie. Spencer, Project Manager, with a dog indoors near a window. Lina, Art Direction, wearing a brown sleeveless top, in front of plants.
A table of contents for a presentation or document with sections listed as: Creative Brief, The Problem, Get/To/By, Target Audience, Strategy, and SMCI. The background is gray with a partial view of green leafy plants in the top left corner. The text is bold and in red, with page numbers in parentheses on the right side of each section.
Table of contents page with section titles and page numbers in bold red text on a gray background, with a partial image of leaves in the top left corner.
A green plant stem with four large leaves on a light gray background, with red text on the right side that reads 'Section 1 The Creative Brief' and a red number 1 in parentheses on the bottom left corner.
A slide presentation titled 'The Problem' with a tree image on the right and a paragraph explaining resource scarcity and AI's impact on society, in red text, on a light gray background.
A presentation slide titled 'The Problem' with a picture of a large, twisted tree on the right side and text explaining energy consumption related to chat GPT AI models on the left side.
An infographic with the words 'GET TO BY' in large red font, and smaller red text below. The left section states 'COLLEGE STUDENTS/YOUNG ADULTS THAT HAVE FORMED HABITS AROUND USING AI IN THEIR LIVES'. The middle section says 'THINK ABOUT THE BROADER IMPACTS OF THEIR AI USAGE.' The right section mentions 'WOKE-IFYING THE MOVEMENT AGAINST AI IN ORDER TO CREATE UNDERLYING SOCIAL PRESSURE TO MOVE AWAY FROM REGULAR USAGE OF AI'. In the bottom left corner, there is a red number '(4)'.
Slide titled 'Target Audience' with a background image of moss-covered rocks on a mountainside. The slide includes text indicating the target age for change as 18-21, primarily students and young professionals who use AI.
A presentation slide with the title 'Audience Research Insight' in large red font. The slide features a pie chart showing 86% and 14%. There is text discussing the high use of AI among students and the social pressure to use it, including a quote from research. An orange number 6 is in the lower left corner.
Silhouette of people waiting in line, with large red text reading 'Audience Research Insight' and smaller red text with statistics about social justice involvement and political activity.
Silhouette of a man walking while looking at his phone, with large red text to the right reading 'Audience Research Insight', and smaller red text below with statistics and information about cancel culture, including a red number 8 in parentheses at the bottom left corner.
Slide with the title 'OBJECTIVE' in red, a paragraph about environmental awareness, and an illustration of a tree with a bird perched on a branch.
A presentation slide titled 'Strategy' with a green plant on the left and a paragraph of text on the right explaining a strategy to create social pressure for environmental decision-making.
A graphic with the heading 'SMCI' in large bold red letters, followed by a paragraph in red text about social justice movements and social media influence, and a bold statement in red 'NO ONE WANTS TO BE THE BAD GUY.' The image has a gray background.
Section 2: The Campaign, page 12, with a textured dark green background and white text.
Text on a dark textured background reading 'Campaign in Brief' at the top and a paragraph discussing AI use, environmental impact, and campaign objectives, with a large number '13' in parentheses at the bottom left corner.
Text on a dark textured background explaining a campaign's focus on video commercials and photo ads, along with the number (14) in the bottom left corner.
A dark textured background with large text at the top reading 'CAMPAIGN DIRECTION'. Below, three sections with smaller text labeled 'CONTENT:', 'FORMATS:', and 'WHY?'. The 'CONTENT' section lists various media types, the 'FORMATS' section describes film and digital formats, and the 'WHY?' section explains the purpose of using natural interactions over digital. There is also a large number '(15)' at the bottom left.
Graphic showing campaign channels including print with logos of Dazed and Vogue, social media with TikTok and Instagram logos, and streaming with Prime Video, Hulu, and YouTube logos.
Text overlay on a dark textured background that reads 'Commercial Advertisements (17)'.
A dark textured background with white text displaying a commercial script titled '30s Commercial Concept 1: Script' in three columns and a large number 18 in a circle at the bottom left.
Six images arranged in a grid on a presentation slide titled 'Commercial Concept 1 Storyboard'. The first image shows two people talking in a dimly lit room with green and orange lighting. The second image depicts a young couple holding hands and walking across an empty street at night. The third image shows a man and woman facing each other on a city street at night, about to kiss. The fourth image features monochromatic industrial pipes and machinery. The fifth image shows a person silhouette inside a train, looking out through a window at a yellow-lit interior. The sixth image displays cracked, dry earth, indicating a drought or arid environment.
Text-based script titled '30S COMMERCIAL CONCEPT 2: SCRIPT' on a textured green background with the number '(20)' in large font at the bottom left. The script describes a young woman in various kitchen scenes and her interaction with an AI chat assistant, including cooking, talking to a bot, and sarcastic narration.
A storyboard titled 'Commercial Concept 2' with six images: 1) a woman reaching into a fridge with food containers; 2) a woman in a restaurant looking at her phone; 3) a digital data server room with blue lights; 4) a dry, cracked landscape with the sun setting; 5) hands cooking on a stovetop; 6) ice formations in a cold environment.
Text on a dark textured background reading 'Out of Home Billboard + Poster (22)' in white font.
Large outdoor digital billboard displays an image of a dry, cracked landscape with a river running through it, with mountains in the background. Overlaid on the image is a voice assistant interface asking, 'chat, how long do i boil an egg?'
A digital display on a wall shows an icy landscape with glaciers and snow, with a text overlay that reads 'chat, how do i flirt with girls?' in a black bar.
Black textured background with the white text 'PRINT ADS' centered in the middle.
An advertisement for Vogue and Dazed magazines featuring text on the left side and two images of hands holding magazines on a pink background. The Vogue magazine cover shows two people looking at each other, and the Dazed magazine cover shows a woman with red hair and bangs looking at her phone.
Text overlay on a textured, dark green surface that reads 'Social Media Posts (25)' in bold letters.
A crowded crosswalk with many pedestrians walking in various directions, overlaid with a graphic of a smartphone displaying an Instagram post with the same image of the crowd.
A woman with dark hair in a hoodie looking down inside a mobile phone screen, which displays the TikTok app with the "For You" page. The background is dark with white text explaining TikTok advertising plans.
A presentation slide titled 'WILDCARD 1' with the hashtag '#BREAKUPWITHAI'. It contains a photo of a hand holding a phone with a messaging app open and the caption 'i went through that man's phone, every apology he's ever given me was AI generated'. The slide's background is textured dark green, and there is a paragraph of text discussing using TikTok hashtags to share stories and leverage the trend to increase engagement.
A collage of three images: one shows a group of young people sitting in a waiting room or classroom with mostly dark hair and casual clothing, the second depicts a group of people at a social event or party with reddish lighting, and the third features a concert or music festival stage with bright lights and a crowd of attendees.
A digital presentation slide titled 'Measure of Success'. The slide is divided into two columns. The left column lists goals related to social media and chatbot usage, including increasing Instagram followers, hashtag campaigns, and TikTok presence. The right column outlines key performance indicators such as evaluating active user statistics, user growth, ad conversion rates, and spending on likes and follows.
A presentation slide titled 'Key Performance Indicators' with a dark textured background. The slide features four mobile phone screens showing analytics data and a line chart tracking ChatGPT use cases over 12 months, with categories such as research, research assistance, email, commerce, other, and marketing copywriting.
A dark textured background with white text reading "THANK YOU FOR YOUR ATTENTION" and a smaller line of text in parentheses with the number 33.
Text listing sources related to AI, energy consumption, and education statistics, with URLs and publication dates, on a dark textured background.
Text listing sources on a dark textured background, including references to studies and organizations about generation activism, cancel culture, and child development.
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