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CHLOE CHRISTIANSON Advertising Art Direction and Copywriter

CHLOE CHRISTIANSON Advertising Art Direction and Copywriter SCAD Advertising and Branding 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. Curated Social Content 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. Social Ads: Location-based Merch 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 - Advertising Copywriter and Strategist WWOOF CLIENT SERVICE INDUSTRY DISTRIBUTION WWOOF BRANDING NON-PROFIT SOCIAL MEDIA PRINT WEBSITE KEY MESSAGE: Live and learn on organic farms.

Chloe Christianson - Advertising Copywriter and Strategist Good Taste Lasts Generations Integrated 360 Campaign Intro The heritage cookware brand Le Creuset celebrates its 100th anniversary in 2025. Just as their cookware is built to last, their iconic Dutch oven design has remained a kitchen staple for a century. Objective Create a campaign celebrating Le Creuset's 100th anniversary by showcasing the brand's iconic design and enduring quality through classic brand extensions and thoughtful social and OOH advertisments. Concept 100 years is a big deal. To celebrate Le Creuset is highlighting meaningful and sentimental elements of the past to showcase the truly iconic designs that have stuck beside us in an otherwise very different world. Response Using clever OOH ads, we began raising awareness for the 100 year anniversary using the tagline ‘100 years of cooking in color’. Social content on Pinterest and Instagram highlights heritage recipes, and classic colors, and teases upcoming anniversary events. A 100th anniversary cookbook is launched filled with curated recipes and tidbits from real families. Teaser Film Paid Social - Launch Video OOH Ads Short Video Ads We decided that keeping these ambiguous was more fitting for the audience than explaining the exact message. Similarly to the Economist's ads, these are made to be tongue-in-cheek rather than trying to cater to everyone. 100 Year Cookbook Le Creuset has pushed cookbooks in the past, highlighting dutch oven specific recipes of classic dishes and new fresh flavors. Instead of publishing another cookbook of inspiration, Le Creuset can exemplify their brand’s heritage by switching the traditional brand to consumer narrative. Publishing a recipe book revolving around the century of dishes simmered in the iconic cast iron pot connects with the passionate customer base and is a subtle flex against competitor brands that spend time acquiring customers rather than celebrating the current user base. Garden Party Event Guests and influencers gather at the French château to enjoy Veuve Clicquot champagne and homestyle dishes from a 100-year-old recipe book, served in Le Creuset mugs. Throughout the home, exhibits showcase a century of design history, contrasting iconic and antiquated pieces with Le Creuset’s timeless creations from the same eras. In addition to the historic exhibits, family stories from the 100-year-old cookbook are shared throughout the interior. Each featured family’s section is accompanied by their heirloom recipe, freshly prepared and served nearby. Ai Generated Imagery Credits Concept Designer, Strategist: Emma Boyd Ai Renderings + Pop-up: Sydney De Villa Creative Director, Copywriter, Designer: Chloe Christianson

CHLOE CHRISTIANSON Savannah, Ga Couples + Branding Photographer BACK

CHLOE CHRISTIANSON Savannah, Ga Couples + Branding Photographer to Dwell & to garden This concept was prompted by the philosopher Martin Heidegger, & his theory regarding intentional slow living. The themes when reading his work resonated with small aspects of daily life that we too often take for granted. This magazine concept would be a seasonal print containing essays, imagery, poetry, and thought pieces for those who appreciate the slow and intentional lifestyle that Heidegger inspires. BACK

CHLOE CHRISTIANSON Advertising Art Direction and Copywriter 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. Say it in your best French accent and pretend you’re somebody. Cabernet Sauvignon packs a punch, and can take one too. Known for the variety’s thick skin, this grape gives us wine that is dry, rich, and full bodied, like that one aunt on your mother’s side. Favored by those with an affinity for the mystic, this pungent red is popular among drinkers seeking a bold, mature taste. A melodramatic mouthful indeed, this red wine has the potential to make any occasion sexy. Writing emails after hours while wearing your go-to sweats... Add in a glass of Cabernet and now you're living memoir material. For the people who know what’s good for ‘em. Oops, we caught you. Strolling down the wine aisle again, trying to look like a sophisticated connoisseur when you’re really just wingin’ it. Lucky for you we aren‘t here to expose your disguise with some vaguely pretentious commentary about how awesome the stuff inside really is. After all, you’re not one of those people with a wine cellar in your basement, and that's probably in your best interest. Behind this gold cardboard fortress is an effortlessly suave Chardonnay boasting hints of apples, pears, and a smidge of rebellion. With just the right amount of acidity to keep things interesting, and a rich buttery tang that’ll get your taste buds talking, this wine is essentially a stand-up comedian in a bottle, delivering punchlines of flavor with each sip. 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. Credits Copywriter: Chloe Christianson Art Director: Chloe Christianson Made under SCAD - Erin Flaherty

CHLOE CHRISTIANSON Advertising Art Direction and Copywriter Seductive by Nature. Objective Give J.R. Watkins a sophisticated yet relatable brand perception, encouraging customers to spend a few dollars more when buying hand soap. Intro Hand soap options are pretty limited, with the leading choice being Softsoap, a budget option. Why should customers spend more on hand soap when it's such a mundane thing anyway? Problem How do we convince 25-42-year-old female customers that J.R. Watkins foaming hand soaps are a must? Response Playful messaging that customers can relate to. Heritage-chic art direction. 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? 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.

CHLOE CHRISTIANSON Savannah, Ga Couples + Branding Photographer BLUE BUFFALO CLIENT SERVICE INDUSTRY DISTRIBUTION BLUE BUFFALO COPYWRITING ART DIRECTION PET OOH KEY MESSAGE: Weight control, simplified.

CHLOE CHRISTIANSON Advertising Art Direction and Copywriter SCAD Advertising and Branding Services Strategy Branding Consumer Research Signage Brand Film Photography Rediscover the outdoors beyond routine—Hipcamp offers flexible adventures, perfect for those seeking nature’s simplicity, bug bites and all. This campaign contrasts relatable, unfiltered moments—like waking up sore from a deflated mattress or brushing teeth with a water bottle—against someone's traditional routine, showcasing Hipcamp’s accessible, flexible adventures. By redefining “outdoorsy”, we resonate with those craving unique but approachable experiences. This aims to grow customer loyalty, build culture, and expand to on-the-fence audiences.. Team Kate Nations Emma Boyd Sydney Devilla Rachel Lee Chloe Christianson Film Team Tim Taaca Elliot Etheridge Alex Zoumidakis

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 Advertising Art Direction and Copywriter SCAD Advertising and Branding 'Spritz Girl' Summer Brand Film 15s Objective Solidify the Aperol Spritz the reigning champ of summer sips! It’s the most sought-after refreshment for poolside parties, sun-soaked celebrations, and laid-back hangouts with your friends. Cheers to Love at First Sip! Intro Aperol is the quintessential aperitif characterized by its vibrant orange hue and distinctive bittersweet flavor. The secret recipe has stood the test of time since its inception in 1919. It offers a perfectly balanced combination of flavors, crafted through a meticulous infusion of herbs and roots. Problem How can we use social currency to activate Aperol Spritz in the U.S. beverage market and make the brand stand for relaxed, sun-soaked gatherings and the "good life." Response With vibrant visuals, playful storytelling, and the nostalgic essence of a sun-soaked summer, the "Love at First Sip" campaign positions Aperol Spritz as the ultimate drink of the summer. By tapping into the energetic, social media-driven lifestyles of our target audience, this campaign creates shareable moments that leave a lasting impression. Through placements on TikTok, Instagram, and YouTube, we’ll ignite the excitement of an Aperol-infused summer, inspiring our audience to sip, share, and celebrate life’s most refreshing moments. Brand Film Film Stills Credits Creative Director: Bianca Laurita @biancalaurita Director: Chloe Christianson @chloechristiansonn 1st AD: Elliot Etheridge @elliotetheridge 2nd AD: TK Pickett @taylorkatep Director of Photography: Steven Zhou @lifeplayerz Camera Op: Aakash Nair @aakash.nair Gaffer: Esteban Larach @estebanlarach Best Boy/ Grip: Michelle Chwala Key Grip: Michael Baljet @michaelbaljet Production Design: Vaishnavi Thankam @vaishnavibaiju Set Decorator: Callista Chabot @callistachabot25, Isa Moosa , Meg Filar @Megan.the.lemon, Gabbi Studier @gabbistudier Editor: Chloe Christianson Asst. Editor: Elliot Etheridge @elliotetheridge Colorist: Chloe Christianson @chloechristiansonn Photographer: Alina McCadden alinamccadden.photography MISS APEROL: Kennedy Russ @kkennedyruss Female Islander: Lily Constantini @lily_costantini, Female Islander: Talie Jordan @talie.jordan, Female Islander: Issy Verrier @issy_verrier Male Islander: Carter Manley @cardermandeyMale Islander: Eito Schwartz @eito.schwartzMale Islander: Caden Martinez @caden.martinezzMale Islander: Owen Grub @owengrubb, Male Islander: Kyle Anderson Special Thanks: @helmsmansavannah Helmsman Apartments: Savannah, Ga SCAD PROF. Oscar Betancur, Art Direction: Brand Films and Social Content-ADBR-372