Snif Campaign:
"The Strategy of Scent"
This campaign explores how modern fragrance disruptors like Snif are reshaping the scent industry through postmodern values, minimalist aesthetics, and community-driven branding. Centered on the idea that fragrance should be personal, ethical, and accessible, this project unpacks how clean scent culture meets digital-era storytelling. From radio spots to strategic messaging, this campaign reflects a generation that’s redefining luxury—on their own terms.
My vision...
Strategic Overview
In developing this ad campaign, I combined creative strategy with communication theory to craft a message that resonates deeply with today’s postmodern consumer. Using Craig’s Socio-Cultural tradition, I examined how fragrance—specifically through the brand Snif—functions as both a personal and cultural expression. I applied Stuart Hall’s Encoding/Decoding model to ensure the campaign allowed space for diverse audience interpretations, and referenced Uses and Gratifications theory to position scent as a tool for identity, mood-setting, and emotional regulation.
Through a detailed creative brief, I outlined brand values, tone, media channels, and campaign objectives—ensuring alignment with Snif’s clean, genderless, and cruelty-free ethos. I also developed a target audience profile rooted in lifestyle segmentation, focusing on ethically conscious, media-savvy consumers who value personalization, aesthetic experience, and authenticity in brand relationships.
This approach allowed me to build a campaign that is not only visually and emotionally compelling, but also theoretically sound and strategically designed for impact
The Spokesman's
R.O.P.E.S Campaign: "Bear Witness"
I led The Spokesman’s ROPES Campaign as a strategic initiative to enhance audience engagement and reintroduce the publication’s brand identity through a structured communications approach. Using the ROPES model—Research, Objectives, Programming, Evaluation, and Stewardship—I designed and executed a campaign that was data-informed, goal-driven, and culturally resonant. From audience analysis and targeted messaging to interactive content and post-campaign impact review, the campaign successfully boosted visibility, strengthened community trust, and positioned The Spokesman as a dynamic and student-centered media voice.
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Baltimore Public Markets
Corporation x The Strategy Shop Campaign: "Reviving World Famous, Lexington Market"
For the Fall 2025 semester, I immersed myself in hands-on, real-world experience as Firm Director of Morgan State University’s Strategy Shop—a student-led communications agency within the School of Global Journalism and Communication. In this role, I led a dynamic team of communication creatives to deliver comprehensive brand analysis, strategic media planning, audience research and alignment, and content development for our client, Baltimore Public Markets, owners of the world-renowned Lexington Market.
Throughout the project, Mission Agency served as a valuable mentoring partner, offering real-time guidance, professional insight, and industry coaching that elevated our strategic approach.
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Explore our full analysis, strategic plan, and creative assets via this link
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