Ad Council: ZillSocial Campaign StrategyA social-first campaign for Ad Council’s Zill, blending brand strategy, creative ideation, and batch content creation to connect with teens around mental health.
ContextAd Council’s Zill campaign needed social content that could speak to teens in a way that felt relevant, approachable, and emotionally aware.
InsightTeen audiences are quick to tune out messaging that feels overly polished, overly clinical, or disconnected from how they actually communicate online.
ConceptCreate a social-first content approach rooted in relatability, using tone, pacing, and visual language that feels native to the platforms teens already engage with.
ExecutionDeveloped batch social content and campaign visuals that extended the strategy into platform-ready assets, balancing consistency, flexibility, and teen-friendly messaging.
Programs Used
After Effects, Figma, Procreate, Photoshop, Perplexity
Acknowledgements
Art Director: Jordan Riggins
Junior Art Director: Katie Driscoll
Copywriters: Kelsey Zafian, Molly Sanchez
Assoc. Brand Manager: Sophia Ciravolo
Disclaimer
Client launch work shown for portfolio purposes; all client and third-party assets remain the property of their respective owners.