the virginia capital trail

I had the honor of working with the Virginia Capital Trail in one of my classes. We were asked to create social and experimental ads based on a specific audience.

Ness Adworks

Derived from our class name “Completeness”. The logo is inspired by the Loch Ness monster. Ness Adworks is a team of 5 mystical beings hungry for a challenge.

the strategy

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I created a survey that was distributed among (mostly) VCU students. Through the survey answers, we were able to pinpoint an insight which became the foundation of all of our creative work.

“Although our audience has access to nature, and they know the positive effects it can have on mental health, spending time outdoors is not a priority.”

Our primary audience were VCU students who are struggling with their mental health. And our secondary audience were student led wellness clubs.

The Creative

These Instagram posts are designed to appeal to the younger generation. This is through a modern design and bright colors. To the left is a post encouraging students to join the VCT at the workshop event (our experimental ad). The ads at the bottom are an example of how the VCT can encourage people to go outside in general, but are simultaneously bringing awareness to the option of VCT.

Fun fact: May 1st is a reading day for VCU students spring semester 2025.

The final project is linked below.

I focused on the social media aspect of this project.