Finding my strengths within the ad/ marketing world
In collaboration with my supervisor, Tommy, we undertook an initiative to broaden the scope of our target audience (TA) beyond traditional demographics. With Nautica Aus wanting to stray from their brand image of only being worn by "young troubled teens," I took this as an opportunity to integrate and represent the broader Melbourne community. By diversifying our marketing approach, we aimed to include individuals of all races and genders. We challenged the stereotype that an "upper-middle-class male" should conform to a preppy and clean appearance. Through inclusive messaging and imagery, we sought to redefine the perception of upper-middle-class masculinity.
This concept was put together in a pitch deck that Tommy discussed with his clients.
Talent: Yash Perera
As I was in charge of finding the talent that aligned with my pitch, I contacted a close friend of mine, Yash Perera.
Yash is a 23-year-old current practising Nurse, who is also a part of the queer community. We selected him based on his lively and confident on-camera presence. He sought to both broaden his social media content and further fuel his passion for content creation
My TikTok ideations
