Project Expansion Case Study Example: UNDEFEATED

Copywriter: Erik Sena, Designer: Erik Sena

Goal

Here's another example of a project completed in this course.

Erik Sena had written a series of headlines for Undefeated (an athletic sneaker store) and he wanted to make it a portfolio-worthy campaign. In addition to writing talent, Erik wanted to develop his design abilities and decided to tackle the campaign design and production himself.

Team Up

Erik worked independently with guidance provided by Instructor and Art Director, Ashley Caballes.

Process

Erik provided the headlines, tagline, early creative direction (mood boards), campaign strategy, and client assets (logo and product shots). Erik met with Ashley weekly throughout the process.

Insight

For Sneakerheads, opening a new box of shoes is like opening a treasure chest or admiring a fine work of art. In their minds, shoes are less of practical, everyday items, and more so the highest form of expression.

Tagline

Greatness is afoot

Headlines

[Head] They worship the ground you walk on. Walk on.

[Head] Others leave footprints. You leave impressions.

[Head] Command attention. Put your foot down.

(Headlines from Copywriting course with instructor Eric Mayse)

Process

Erik met with Ashley and discussed project goals and set a timeline. Over the course of 4 weeks, a campaign was developed beginning with rough layouts through comps.

(Design iterations)

Final Work

Erik was hired as a Copywriter. You can see his current work here.

Final Presentation

Here's an example of Erik's final presentation, given in class.