The Group Assignment: Create a multi-faceted advertising campaign for The Light Phone, including creative brief, tagline, mood board, campaign concept and campaign execution/presentation. 

After much research, our group concluded that our most successful demographic for the Light Phone would be parents of

pre-teens between the ages of 11-12 who want to have communication with their children, but don't want the distractions of a smartphone (ie iPhone or Android). The images above are a representation of what I (as the creative) believed best represented the purpose of the phone for this specific campaign. The platform of the Light Phone is to bring humans back to the root of socializing: face-to-face communication.

My role as the Creative Director for this 4-person group project allowed me to broaden my skill set and lead the group to dig deep and evaluate the most effective messaging and execution of the brand to our demographic. The presentation skills I honed from this project also fueled my passion for the creative process.