[ɹɘʊ.ˈzɪ.ki] | they/them
My Work
This is a selection of my best work. I help brands find their unique position with their audience(s) by taking a sociology-informed approach to identify how they can best show up in a person's life.
Click on the project's logo to view the full deck.
02
Walmart
Qualitative research, competitor analysis, creative brief, live client presentation
The Ask: Make the Walmart app the go-to digital destination.
Truth: Walmart is the world's largest retailer, with over 90% of the U.S. population living within 10 miles of a store.
Insight: Those who love Walmart (buyers) and those who hate Walmart (shoppers) know it has everything they need. But, the store is overwhelming to all.
Solution: Let the app aid shoppers in their journey.
Strategy: The go-to digital tool to living better.
Why would this work?
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Breaks away from Walmart's outdated perception in consumers' minds
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Alleviate consumer hurdles by simplifying their purchase experience
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Mitigate brand polarity by offering a tool that can be used by all consumers, regardless of opinion
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Meets consumers in all parts of their day, including specific messaging relating to the Denver Broncos
Team- Patricia Rivera (CBM/ST), Eleni Alafoginis (AD), Kate Luse (CW), Travis Fairman (XD)
Team- Mark McColey (CW), Rossie Hutcheson (CBM), Hannah Jackson (CBM), William Vogelsang (AD), Nate Villaire (XD)
03
Overfishing
Social cause creative brief
The Ask: Find a social cause that needed a campaign to drum up interest, education, and activism.
Truth: Commercial overfishing knows no bounds. It is a seasonless hunting industry.
Insight: When given a hunting season, humans have a better understanding of the impact of a species on the global scale--as well as its absence.
Solution: Show consumers the impact of what commercial overfishing makes by taking over the largest stage of fishing: Shark Week.
Strategy: Dock the boat
Why would this work?
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Fish reproduce rather quickly--if given the chance--and marine life could replenish itself if given time to do so.
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If we only cut fishing hours by 20%, the amount of fish we could source sustainably would increase by 70% by 2030.
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It's proven to be profitable: from 2014-2019, the U.S. saw that responsible management has resulted in steady, high landings and values of U.S. fisheries.
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This would be profitable for Discovery since the stunt of removing the stars of Shark Week would cause organic attention from viewers and press.
01
Team- Yousef Al-Sarraf (ST), Tony Fahmy (ST), Kamryn Young (ST)
Dental support organization (DSO)
Digital Ethnography, qualitative and quantitative research, competitor and category audits
The ask: Help us better understand dentists' problems today.
Truth #1: Many dentists (5+ years) are dissatisfied with DSOs--they overstep their scope of practice and tell long-time tooth experts what to do in order to make a buck.
Truth #2: Dental students, however, see DSOs as a necessary stepping stone to enter into a practice and pay off student loans.
Opportunity: Be the best at helping dentists be as successful with the business as they are with their patients.
Strategy: Help dentists with their business, not their work.
Key takeaways & Opportunities:
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Be the best continuing education program for young dentists
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Focus on attracting private practice dentists who have a business-first approach
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Look for high production, but patient and employee retention should be top of mind
04
Carvana
Qualitative research, competitor and category audit, creative brief
The ask: Create a Super Bowl-level campaign with unlimited budget for a brand.
Truth: Buying a car on a lot sucks. Dealing with car salespeople is never fun.
Insight: Although the salespeople are banking on consumers not knowing anything, consumers are actually way more equipped than salespeople give them credit for.
Solution: Foster a space for consumers to feel confident in their knowledge without the salesperson.
Strategy: An air of confidence.
Why would this work?
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Appealing to the insight that consumers already know quite a bit about the car they are looking for
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A stunt scent like "Je Ne Sais Car" would spark organic media and press
Team- Kate Coleman (ST), Lindsey Evans (AD), Kate Luse (CW), Joelle Mitchell (AD), Cameron Sharer (CW)
05
Team- Yousef Al-Sarraf (ST), Ben Butler (ST), Jordan Bryant (ST)
Twisted Tea
Competitor analyses, category audit, creative executions
The Ask: Create a creative brief for a brand.
Truth: Twisted Tea has an unfavorable reputation amongst non-drinkers, and even among fans, it is not a positive connotation.
Insight: Few, if any, flavored malt beverages, have such a solid reputation, favorable or not.
Solution: Lean in to a new version of its reputation: the harlequin.
Strategy: The harlequin with two buzzes
06
Sidewalk, the walk-share app
Service design; category audit, competitor analysis, interviews, empathy and user mapping
The Ask: Create a service that has not been invented or needs to be improved.
Truth #1: When you walk with more confidence, you are less likely to fall victim to an assault.
Insight: While there are many mobile safety apps, they are reactionary rather than preventative.
Strategy: Provide a preventative measure of safety by pairing walkers together
Why would this work?
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Safety in numbers
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Reduces the likelihood of victimization by taking the attention away from your phone and to your destination, as well as your walking buddy
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Safety measures are in place throughout the entire process, from background checks and safety classes, to a mid-journey check-in, to befriending your walking partner for future walks.
Team- Ben Butler (ST), Maryn Tan (XD), Phuc (Patrick) Nguyen (XD)