I worked Florida Crystals to develop a two pronged creative strategy intended to raise awareness of their brand and increase brand sentiment. The first: three feel-good, pretty ads featuring real employees relay their brand promise authentically. I coupled these with a factual, animated ad that incorporated statistics and hard data to show the real information behind their commitment.

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Incorporating their brand jingle, I developed, wrote, and directed these ads, resulting in their highest-ever brand awareness and an overwhelmingly positive reaction to their organic approach.