Grad school and spec work I did for the grades and sometimes just for fun.
American Cruise Lines Rebrand Strategy
American Cruise Lines wasn't part of the conversation for a new generation of travelers. With low brand awareness and an audience that skewed 50+, the goal was to modernize the brand without losing its loyal customer base. Rather than selling destinations, we sold the experience of living them. The refreshed brand positioned every cruise as an opportunity to immerse travelers in the food, culture, traditions, and character of each destination, making the journey about more than where you go.
The campaign brings the idea of “Living Like Locals” to each touchpoint, turning the cruise into an extension of the destination itself.
Out of Home
Billboards highlight region-specific moments, showing what it feels like to be there, not just visit. From lobster boils in New England to Derby traditions in Kentucky, each execution reflects the culture of its location while reinforcing the idea of living like a local.
Digital
Digital and social executions extend the experience, using immersive visuals and messaging to showcase the pace, culture, and character of each destination.
Onboard Experience
The idea carries through to the experience itself, bringing each destination onboard in ways that feel personal and specific.
In-room touches like Derby hats in Kentucky and lobster gear in New England, along with regionally inspired food, music, and excursions, bring the destination onboard and make the experience an extension of the destination, not just a way to get there.
OOH Concept
This was a grad school group assignment where we conceptualized an OOH ad positioning Tootsie Rolls as one of the world’s great inventions. I helped conceptualize the idea and wrote the tagline for this “billboard.”
Spec Stain Remover Campaign
When I asked a professor how to get started in advertising, she told me to create ads for everyday things around the house. These are some of those things.
