As the creative director for OSU’s National Student Advertising Competition (NSAC) team, I led my team’s creative direction and strategy, challenging Gen Z to consider one small change to make a big impact on our planet.

Our challenge was to increase cold water laundry loads to 75% by 2030, aligning with Tide's sustainability goals and "Load of Good" mission. This project required us to think creatively about engaging a younger demographic of 18-35-year-olds while addressing important environmental concerns.Spearheading the ideation process, the creative direction we came up with involved a paper cut-out design. We chose this approach because it symbolically linked "cutting out" the habit of hot water washing.

To ensure cohesive execution, I guided the team by providing examples and conducting meetings to convey our vision. I demonstrated how to adapt our paper cut-out concept for different media, ensuring a consistent brand identity throughout our campaign. This hands-on approach to creative leadership helped translate our conceptual ideas into tangible, impactful advertising materials that resonated well with our target audience of 18-35-year-olds.