One of the first projects I did with Tattoo Projects, UNC Charlotte, was also one of the best. This campaign started with the above viral video that was sent to every member of the student body and faculty and it was played repeatedly throughout the day at Charlotte International Airport. This Emergency News feed interrupts normal programming with the home video and shocked newscasters. Soon after this video traveled all over the area virally, giant pickaxes began to appear all over the city and campus. Then we launched the traditional print and outdoor in perfect timing. The advertising went on to tout the schools actual claims and respected recognitions in every area of study as well as athletics.
I am proud to be the art director and writer of the STAKE YOUR CLAIM concept. It fit perfectly with the schools sports mascot, the 49ers and tied into the reason we all want higher education, to stake our claim in the world. Establishing a consistent look and color scheme in every educational division proved to be a huge success. This campaign evolved but never strayed from the green and gold team colors and the bold, historic ties to the areas mining past. Go Niners!
This campaign is truly one of the best projects I ever had the fortune to work on because the agency and the client gave me the freedom to STAKE MY CLAIM and really run with my idea in every media and category.