We had the opportunity to work with the client LED Lenser for our final capstone advertising class to strategize a campaign for bringing their latest product, a high-end headlamp called the XEO 19R to the American market. 

Our client asked us to target a young adventure sports audience. But trying to break the mold and craft a campaign with new potential, we conducted extensive research that lead us to a new unique audience: hard-working rancher outdoorsmen whose activities range from hunting and fishing to fieldwork, barn upkeep, and mechanical work. 

I wrote body copy for print ads, digital banner ads, a 30 second Youtube commercial spot and a radio spot, recruiting the voice talent of Connor Brennan. My focus was to connect on a ground level with our audience with rugged storytelling. 

After our presentation, the client decided to choose a different direction. However, they commended our unique insight into a new audience and our concepts.

Account Executive: Nick Calcaterra

Art Director/Designer: Chloe Brobst

Media Planner: Erin O'Connell

Strategists: Chase Thomas, Sihyung Lee