THE PACKAGE DEAL™

KYLYN MAXWELL

JUST LOOK UP

Are you tired of feeling like you don’t fit in? Are you tired of feeling like you don’t fit in? Are you tired of feeling like you don’t fit in? Are you tired of feeling like you don’t fit in? Are you tired of feeling like you don’t fit in?

To provide commentary on how 18- to 24-year-olds have been sold aspects of their personalities through the influence of trend culture, we created a narrative that resembles early 2000s As Seen on TV commercials. However, this time, we adapted the concept to fit our demographic, feeling that As Seen on “IG” was more applicable. The loud, in-your-face, tacky nature of these infomercials allowed our research to be delivered straight to your doorstep in an impactful way that you simply can’t miss out on. Bold colors, satirical copy, and subversive storytelling were all infused into the creation of THE PACKAGE DEAL™.

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MOJO Ad TV is the provider of your newest personality shortcut: THE PACKAGE DEAL™! We created three different personas, all based on trends we observed ourselves as YAYAs: the Clean Girl™, the Alt Male™, and the Corporate Climber™.

Ask any YAYA what they look for in brands and influencers and they’ll all have the same answer: authentic.

PLANBOOK

PACKAGED PERSONAS

The costumes for each persona were intentionally crafted. From the quarter-zip, to the thrifted band tee, and even the purple matching yoga set complemented by pink weights, each look was pulled together based on our observations of trends we had fallen for ourselves.

The box featured throughout our campaign was made by hand with stickers we designed to match the bold, unavoidable and unapologetic style of our campaign. The stickers served as accents throughout all of our other visual work.

Signed, Sealed & Delivered by Harper Kehl (AD), Kylyn Maxwell (AD), Kate Lopez (CW), Carter Waghorne (CW) and Lylah Calhoun (VP)