SMH Copy Campaign

01 — Project details

Make them feel something.

After being laid off, I wanted to begin to advertise my availability to recruiters and hiring managers in a way that would stand out on LinkedIn without being overly reliant on click-throughs and direct messages. I decided to create an ad campaign that focused on different sensory experiences that copy could evoke, similar to a newspaper or magazine ad, posting a new "sense" every couple of weeks.

02 — Creative process

Can you smell what The Rock is cooking?

To make my ads have the best shot at performing, I wanted to keep the copy short, under 250 characters, formulaic, and be tailored to a specific sensory experience. This made every ad feel unique but exist within the same universe, starting with smell, sound, taste, and then eventually touch (but I was hired before I got to share that one). The repetition of the title- and ending phrase was intentional to bookend the sensation, containing the vignette of what thoughtfully written copy can make someone feel.