The challenge
Build a Red Bull campaign that feels relevant to SFA students, faculty, and athletes, rather than relying only on broad brand awareness.
Red Bull × SFA · School campaign concept
Fuel the Semester.
A campus campaign designed around the people, routines, and experiences that shape life at SFA.
My contribution
Creative Director. I created the full campaign book and its content and led the creative development.
Project status
Academic concept · Proposed campus activation
The audience and strategy
The plan organizes campus audiences around their different routines and motivations. Student ambassadors, campus experiences, and content tied to academic and athletic life give the brand a role in those moments.
What we developed
The book connects the research and audience personas to a campaign identity, introduction graphics, campus signage, packaging and merchandise concepts, an ambassador program, an event calendar, and a proposed budget and evaluation plan. I created the book and led the creative work across these elements.
How it would work
“Fuel the Semester” provides a consistent idea for a series of campus touchpoints, rather than a single ad. The proposed measurement framework tracks participation, trial, awareness, and engagement. This is a school proposal; these targets are not reported campaign results.
Inside the work
Selected campaign materials
