After winning the RFP to lead Microsoft Education's critical buying-season campaign, I partnered directly with the client to evolve the work beyond the brief. Together, we clarified KPIs, refined the target audience and positioning, established the campaign voice, developed the tagline, and cast the photography.
I assembled and led the team through concept, production, and execution, creating comprehensive campaign guidelines with copy libraries and tactical examples spanning OOH, digital, and in-market activations.
I maintained a high bar across every detail - creative quality, visual consistency, and message clarity - while keeping the work on schedule and within budget.
When additional out-of-scope needs emerged late in the process, I secured added resources to meet them without compromising delivery.
Upon review, the client requested one final edit, then told us: "These aren't campaign guidelines. These are our brand guidelines - and you're now our agency of record."
Campaign Style Guide
Campaign Manifesto
Copy Library
Photoshoot
London Tube Station Takeover
Austin Guerilla Marketing
Paid Media
Additional Paid Meidia
Sales Tools
Social
