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CHLOE CHRISTIANSON Savannah, Ga Couples + Branding Photographer By embracing Gen Z’s nostalgia for tangible, analog experiences, this campaign re-ignites the romance of train travel, satisfying their longing for the ‘better days’ of a simpler past they’ve never lived. 1971-2000 2000-2025 PROPOSED 2025 VISUAL SYSTEM Amtrak Archives Series A living archive of culture, design, and innovation, forged by the rails that united a nation. Instagram series highlighting the Creative gold-mine surrounding America’s railroad, both then and now. Intro Despite 96% supporting investment in passenger rail, the U.S. train system remains underdeveloped. Amtrak, once a breakthrough in passenger transport in the 1970s, is now viewed as outdated due to challenges like track-sharing conflicts, aging infrastructure, and a cultural preference for personal vehicles rooted in American individualism. Problem How can we bring America back onboard? America was once at the forefront of rail transport, transforming the nation's and physical landscape by overcoming distance barriers that divided it. How can Amtrak reinvigorate train travel with young audiences to grow ridership in areas with sub-optimal passenger train infrastructure and re-ignite a new era of train travel in the U.S.? Mobile Videos Amtrak is building on the momentum of its design eras with a new series of YouTube Shorts and Instagram Reels. These videos are crafted to reach audiences beyond Amtrak’s usual campaigns. The information-first approach is both engaging and optimized for algorithms, making it an effective way to connect with Gen Z—especially since they may not have other organic touchpoints with the brand. Objective Trains can be both the way of the future, and the ways of the past. Re-ignite the allure of traveling by train by linking Amtrak ridership with Gen-Z’s nostalgia for tangible, analog experiences that satisfy their yearning for the ‘better days’ of the simpler past they’ve never experienced. Response Revive the optimism of early 1970s Amtrak by returning to its original branding, featuring the iconic 'pointless arrow' logo. The Swiss-inspired simplicity of the design feels inherently modern while capturing the spirit of an era driven by enthusiasm for rail travel. Deep dives into Amtrak’s current U.S. audience informed a diversified strategy aimed at authentically engaging each segment while enhancing their connection to the brand. Members of Gen Z are more racially and ethnically diverse than any previous generation, and they are on track to be the most well-educated generation yet. They are also digital natives who have little or no memory of the world as it existed before smartphones. Gen Z are more likely than older generations to look to government to solve problems, rather than businesses and individuals. Gen Z is the first generation to be truly global. Music, movies and celebrities are more global for them than they have been for previous generations. How can we get Gen-Z hopeful for the future of U.S. passenger trains? Audience Truth Appealing to Gen Z is essential for business. This demographic is excited about railway infrastructure, as well as finding more sustainable transportation to combat the climate crisis. This generation pushes connection more than any. This need for exploration and connection is seen in their social media interactions, brand alliances, and cultural transience. Brand Truth Amtrak reached record-high rider growth in FY24. Additionally, the new Acela high-speed train is coming in Spring 2025. Despite this optimism, Amtrak is drastically less developed and used in the U.S. compared to other developed countries, despite having the largest railway network in the world. Moment's Truth An estimated 89% of the US population is expected to live in cities by 2050. Gen Z is tired of antiquated transportation options harming the earth and growing vehicle costs, especially in cities. They are frustrated that the U.S. is so behind in transportation architecture, and eager to support progressive, equitable, and sustainable alternatives. Audience Analysis Loyalists This predominantly male group is made up of history buffs who closely follow Amtrak’s news releases, phasing, and overall company movement. They may take trains for transportation reasons, but they are more likely to find scenarios in which they can take trains alone or with their loved ones to share their joy and fascination with them. This audience is important to respect and acknowledge in design thinking because they are a core part of the train culture in the U.S.A, and are rooting for Amtrak’s success already. This TA will recognize historic easter eggs, throwback designs, and campaign copy. Commuters These passengers are predominantly in the Northeast, taking the North East Corridor Amtrak route. They are hopeful about expanding train infrastructure but are most committed to the ease and reliability of Amtrak’s routes to commute to their desired destinations. These riders are open to other emerging private lines that have more modern equipment and tech integration. Keeping this audience using Amtrak is KEY because these NorthEast routes are one of the few places Amtrak makes money from ticket sales. This TA doesn’t want any interruptions in their routine that will take any extra effort in their daily commute. They value being able to work while commuting, so having tech friendly accessibility features and fast wifi is key. Newbs They may have taken a train ride before, but most in this audience still rely heavily on car transportation in their everyday lives. This TA is generally younger, and may live in cities where rail transport is possible or already established for in-city transport (think MARTA). Those who live inside cities may opt for their personal vehicle over public transport if available, but only because the deem the system available as inadequate or inconvenient. This audience enjoys the IDEA of modern inter-city trains development to connect communities and benefit the environment through decreasing the total number of cars on the roads. This TA is unfamiliar with train travel specifics, and would benefit from seeing familiar influencers taking and sharing Amtrak train content. Credits Made under Erin Flaherty - Designing the Brand SCAD Made with Kate Nations CHLOE CHRISTIANSON CREATIVE * CHLOE CHRISTIANSON CREATIVE *

CHLOE CHRISTIANSON Savannah, Ga Couples + Branding Photographer CRUD There’s Nothing Here. That's definitely my fault...unless your browser is archaic or you're connection is shoddy. My bad. Please forgive me. PLEASE Back to Homepage

CHLOE CHRISTIANSON Advertising Art Direction and Copywriter SCAD Advertising and Branding FedEx's Panda Express Bao Li and Qing Bao were featured on the cover of the June/July issue of National Geographic Kids, highlighting their journey to the US. FedEx Panda Express: FedEx has a long history of transporting pandas, and their dedicated flights are often referred to as the "FedEx Panda Express". In fact, they recently completed their first-ever roundtrip, transporting four pandas from Atlanta to China and two pandas from China to Washington D.C. CLIENT: FedEx AGENCY: Digitas Creative Director: Cynthia Wolfe Senior Copywriter: Ben Goren Copywriter: Chloe Christianson CHLOE CHRISTIANSON CREATIVE * CHLOE CHRISTIANSON CREATIVE *

Chloe Christianson Advertising Copywriter and strategist You'll be there for you. Print + Digital Copy Campaign Intro Women are more likely to save but less likely to invest—a disparity known as the Gender Investment Gap. In fact, 37% of women don’t invest compared to just 24% of men. This gap represents years of women being overlooked in financial conversations and underrepresented in investment opportunities. It’s time to close that gap and empower women to take control of their financial futures. Problem How do we communicate to women the relevance, and importance of investing without the skepticism and stereotypes of the 'finance bro' aura? Objective Position Fidelity Investments as the trusted partner for young women (ages 18-33) seeking financial independence, empowerment, and guidance. Break through stereotypes and stigmas by creating a campaign that resonates with their values, ambitions, and desire for approachable, personalized financial advice. CHLOE CHRISTIANSON CREATIVE * CHLOE CHRISTIANSON CREATIVE *

Chloe is a copywriter, designer, sometimes photo-take, and arugula lover. Rold Gold Pretzels Role: Writer, Designer Print Campaign Rold Gold pretzels are salty, just the way they should be. Take a bite into life's saltier side. CHLOE CHRISTIANSON CREATIVE * CHLOE CHRISTIANSON CREATIVE *

CHLOE CHRISTIANSON Copywriter, Designer, People Person Rediscover YOUR Outdoors. Brand Film + Integrated Campaign Objective Expand Hipcamp’s market and user base by engaging the ‘skeptical outdoorsman’ - adventurous 28 - 35-year-olds who may feel hesitant and disconnected from traditional outdoor experiences. This campaign will focus on breaking down preconceived notions and elitism by showcasing authentic, relatable realities of being outdoors. Intro Hipcamp is an online platform that connects people to unique and accessible outdoor experiences no matter where you are. By connecting people with the land, and each other, Hipcamp encourages land hosts and guests to appreciate and rediscover their own outdoors. Since 2013, Hipcamp has taken off as a unique resource for those yearning for exploration outside, becoming the world’s leader in camping, glamping, and outdoor stays with over 7 million plus users. Problem How can we expand Hipcamp's user base outside the stereotypical seasoned camper persona, and show and encourage new outdoor enthusiasts to rediscover their outdoors? Response This campaign aims to highlight the struggles of outdoor exploration in order to destigmatize camping and show that being ‘outdoorsy’ is in us all. Meditative locations are shown in their contrasting bustling city with simple callouts to the Hipcamp retreats all around. Collaborating with leading outdoor retailer R.E.I., Hipcamp can associate with a culturally well-backed brand, and provide on-ground community events to teach outdoor skills and common gear set-ups. By redefining “outdoorsy” to resonate with those craving unique but approachable experiences, Hipcamp aims to grow customer loyalty and reach this key demographic. Rediscover the outdoors beyond routine—Hipcamp offers flexible adventures, perfect for those seeking nature’s simplicity, bug bites and all. Understanding Audience Target Idyllic Campers' - Deeply want to be perceived as rugged and outdoorsy, despite rarely if ever actually being either. This TA may have been camping before, but is more likely have experience hiking or backpacking. They don’t lead these expeditions but may have more adventurous friends that tag along with. Psychographics Deeply want to be perceived as rugged outdoorsy lifestyle, despite rarely if ever actually it. 'I still am this person, even if I’m not doing it.' Follows brand like Patagonia, Arc'teryx, REI, Canon Cameras, National Parks They use a rugged aesthetic to fill an emotional gap between their current lifestyle, and the lifestyle they want others to think they have. Film Credits Producer: Kate Nations, Chloe Christianson Creative Director: Chloe Christianson Director: Kate Nations, Chloe Christianson Director of Photography: Tim Taaca Production Designer: Owen Johnson, Kate Nations Assistant Director: Elliot Etheridge 1st A.C. / Best Boy: Alex Zoumidakis Photographer: Harrison Lee Talent: Emma Boyd, Alex Zoumidakis, Sydney Devilla Made for SCAD ADBR 441 in collaboration with Kate Nations, T.K. Pickett, Rachel Lee, Emma Boyd, Sydney Devilla CHLOE CHRISTIANSON CREATIVE * CHLOE CHRISTIANSON CREATIVE *

CHLOE CHRISTIANSON Advertising Copywriter A modestly dry white wine to bring some hope back into your existence. The so-called ‘beginners' wine, Pinot Grigio offers a bold yet acidic taste, like the breezy friend at a picnic – light, refreshing, and easygoing. After all, it’s super popular for a reason. When you get a good glass of this stuff you should find yourself amidst a well choreographed tango between flavor and finesse. But here's the kicker – it's not heavy or serious, and it’s low in sugar, meaning there’s no feeling gross the next morning. We’ll keep our technical notes brief, but some describe Pinot Grigio’s flavor with tones of lemon zest, and subtle hints of pear. Unapologetically boxed. Packaging + Product Copy Objective 'Rev' up the branding and copy of Bay Bridge Vineyard's boxed wine packaging to play into the demographic likely opting for it already. Intro Bay Bridge Vineyards is a budget wine label covering a small range of varietally labeled, non-vintage wines produced in California. The brand is well known among deal seekers like myself, and is frequently on display in Kroger, selling bottles for under $4.00. Problem Young people often shop for alcoholic beverages with price in mind, especially in the wine market. It’s difficult to navigate affordable options without accidentally coming home with wine tasting like a grape juice cocktail that will most definitely give you a hangover. Response Drinking boxed wine is SOO real... especially in your 20's. It's cheaper, less likely to clink annoyingly, or protrude from your bag, and easier to pour a glass while laying down. Rebranding Bay Bridge’s boxed wine with realistic language that highlights the wine type and customer context can position the brand as an approachable yet subtly classy choice. Credits Package Copy - Chloe Christianson Package Design - Chloe Christianson

Search Results 27 items found for "" Patagonia | Chloe Christianson BACK ROLD GOLD | Chloe Christianson Rold gold pretzels All type ad campaign Seaside, Fl | Chloe Christianson 30A- Seaside, Fl merch designs Summer 2022 - Stickers, Totes, Magnets, Sweatshirts & Tees BACK ABOUT | Chloe Christianson There’s an inherent truth we all know deeply, but struggle to put into words. We read books and highlight the lines that speak to us. We listen to music and tattoo the lyrics that touch us. We turn to poetry and learn the lines that become us. We're all hopelessly inept people, struggling in vain to coherently express ourselves. We know what we want to say but we don't know how. ABOUT CHLOE CHRISTIANSON I'm Chloe—a copywriter who heavily relies on spell check, has an intense love for sour cream, and harbors a childhood-rooted fear of earthworms. I'm the youngest of seven kids in my family. ​ I began diving into copywriting four years into my advertising journey. I’ve always believed that the stories and written elements of an advertisement are the most crucial—the make-or-break aspect. It’s not every day that an ad cuts through the clutter and sticks in our minds, let alone days or weeks later. But I’m sure we all have a few that come to mind: a powerful brand film that gives us goosebumps or maybe just a billboard that makes us chuckle during a mundane commute. Those nuggets of gold are out there—when an ad makes you remember that there are still people out there who get it, who get you, and, heck, maybe the world isn’t going up in flames after all. VIEW HERE The Donut Hole | Chloe Christianson THE DONUT HOLE CLIENT SERVICE INDUSTRY DISTRIBUTION THE DONUT HOLE BAKERY & CAFFE BRANDING PHOTOGRAPHY ILLUSTRATION RESTAURANT SERVICE SOCIAL MEDIA PRINT MERCH National Parks Project (People For Parks | Chloe Christianson WWOOF | Chloe Christianson WWOOF CLIENT SERVICE INDUSTRY DISTRIBUTION WWOOF BRANDING NON-PROFIT SOCIAL MEDIA PRINT WEBSITE KEY MESSAGE: LIVE AND LEARN ON ORGANIC FARMS CONSIOUSLY TRAVEL THE WORLD, NO TRUST FUND REQUIRED. Nespresso | Chloe Christianson NESPRESSO CLIENT SERVICE INDUSTRY DISTRIBUTION NESPRESSO COPYWRITING FILM ART DIRECTION TECHNOLOGY OOH, WEB, PRINT, DIGITAL By contrasting the target audience’s messy, hectic morning routines with the luxury of the Nespresso brand, this campaign will position Nespresso as a coffee system that curates small luxuries into their more ordinary, less luxurious, lives. KEY MESSAGE: Curate small luxuries. INSIGHTS + OPPORTUNITIES 01 Despite having a lower DPI + debt, the TA values luxury, and is eager to romanticize small aspects of their day-to-day. 02 Nespresso’s pod system offers a much more accessible option with minimal time investment compared to traditional espresso-in-home machines. 03 The TA is somewhat familiar with the brand and views it positively but isn't fully convinced that the splurge is a smart investment. CAMPAIGN TEAM Brand Film Producer: Owen Johnson Director: Maia Vota Director of Photography: Elijah Gittens Production Designer: Vaish Navibaiju Assistant Camera: Emilio Garcia Photographer: Gabi Jones Talent: Kay Tagliaferri Duration: 24 seconds Full Case Study CONTACT | Chloe Christianson ChloeChristianson11@gmail.com @chloechristiansonn Contact Information First name Last name Email Profession Additional Info Thanks for submitting! > OSEA Malibu | Chloe Christianson FIDELITY INVESTMENTS CLIENT SERVICE INDUSTRY DISTRIBUTION FIDELITY COPYWRITING FINANCIAL SOCIAL MEDIA OOH J.R. Watkins | Chloe Christianson J.R. WATKINS CLIENT SERVICE INDUSTRY DISTRIBUTION J.R. WATKINS COPYWRITING PERSONAL CARE PRINT CONCEPT Bathroom hand washing etiquette is simple right: water, soap, rinse, and dry. But let's be honest, how many times have you given a subpar performance over the wash basin , or maybe even skipped it all together when nobody was looking? What about at those fancy restaurants or hotels though... where there are hand towels folded into swans, foaming aromas in the air, and maybe even a sea salt scrub that leaves your hands silky smooth? You best believe I'm giving my hands a full-on spa day up in that sink. When you turn the duty of scrubbing germs into a temptress versus a hassle, you can be confident that cleanliness is in much better hands. KEY MESSAGE Seductive by Nature. MY ROLES: Copywriter, Art Direction, Graphic Design Fidelity Invesments | Chloe Christianson FIDELITY INVESTMENTS CLIENT SERVICE INDUSTRY DISTRIBUTION FIDELITY COPYWRITING FINANCIAL SOCIAL MEDIA OOH Previous 1 2 3 Next