As the Art Director for a Gatorade ad campaign, I led the creative vision for a project aimed at expanding the brand's reach to a new target audience: college students who are non-athletes. By focusing on the lifestyle and energy needs of this demographic, the campaign emphasized how Gatorade supports everyday performance and hydration beyond traditional sports contexts.

I led the development of a comprehensive advertising strategy, including a detailed SWOT analysis, creative brief, target audience overview, advertising objectives, and concept description. The campaign’s centerpiece was a bold "big idea" paired with a compelling key message, brought to life through an engaging visual mood board. This project showcased my ability to blend strategy with creativity to reimagine a brand's appeal for a broader audience.