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Chloe Christianson Creative ADVERTISING DESIGNER + COPYWRITER Copy-focused creative experienced in branding design, film marketing, and social media management. COPYWRITING * CULTURE * CONTENT * Play * ABOUT CHLOE Play Hi, I’m Chloe! Here’s a photo that makes me seem much cooler than I actually am. When I’m not focused on maximizing shareholder value, you can find me on a film set shooting stills, incessantly vacuuming, or searching for the divine in the glassware aisle of Goodwill. As a copywriter, I hope to leverage dimly poetic, vulnerably human language to cross the border between intuition and analytics. Resume LinkedIn Like many creatives, I'm often dipping my toes into all kinds of waters. These are some recent creative wanderings—the projects and passions that keep my tank full as someone who loves to dabble in just about everything. * Photo * Film Play Though I've now reckoned with my true love for copywriting and strategy, my starting point into the creative world was photography. In my earlier days I did the typical lifestyle work and then ventured into commercial photography and videography. These days I'm using my 8+ years of experience to document film sets and highlight the people, culture, and hard-work that doesn't get seen by the cinema cam.

CHLOE CHRISTIANSON Savannah, Ga Couples + Branding Photographer 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 Amtrak, once a breakthrough in passenger transport in the 1970s, is now viewed as outdated due to challenges like track-sharing conflicts, aging infrastructure, and a cultural preference for personal vehicles rooted in American individualism.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.? 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. 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. 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. 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 Advertising Art Direction and Copywriter SCAD Advertising and Branding BACK

Chloe Christianson - Advertising Copywriter and Strategist

CHLOE CHRISTIANSON Advertising Art Direction and Copywriter SCAD Advertising and Branding Spotify - More To Music Integrated Campiagn Objective Create a campaign, anchored in a buzzworthy stunt, to spark awareness and conversation about the educational and cultural importance of preserving music programs in public schools. Insight Everything about music is evolutionarily significant; it has evolved in parallel to us. Music has played a critical role in human evolution as a facilitator of social bonding, communication, and emotional expression so much so that there are specific genes (AVPR1A and SLC6A4) in humans that are associated with musicality/being musically adept. Problem Music programs are being cut, especially in schools serving black, immigrant, and low-income students. How do we catalyze a culturally relevant conversation surrounding the music that shapes our lives, while communicating the value of music education to an audience capable of facilitating social change? Response Meet our common ancestor, music. A disruptive Spotify campaign where streaming is unexpectedly unavailable as a virtual meteor orbits the globe on National Music Day, threatening music’s future, before ‘landing’ in front of Radio City Music Hall. Something is coming. Pre-Launch App Pop-up Ads Launch NYC Pop-Up The meteor ‘lands’ as an educationally immersive pop-up that ultimately explains music’s evolutionary background and the existence of a music gene. Credits Creative: Chloe Christianson Strategy: Talia Vyardo YOUNG SHITS December 2024 Winner

CHLOE CHRISTIANSON Advertising Art Direction and Copywriter SCAD Advertising and Branding FIDELITY INVESTMENTS CLIENT SERVICE INDUSTRY DISTRIBUTION FIDELITY COPYWRITING FINANCIAL SOCIAL MEDIA OOH

CHLOE CHRISTIANSON Savannah, Ga Couples + Branding Photographer MOLLY SOX YOGA CLIENT SERVICE INDUSTRY DISTRIBUTION MOLLY SOX YOGA BRANDING PHOTOGRAPHY HEALTH SOCIAL MEDIA PRINT WEBSITE Molly's primary focus was creating branding imagery to use for her social media profiles. Capturing the mix of warmth, balance, and nature was important to translate the philosophy of her practice into these visual mediums.

CHLOE CHRISTIANSON Advertising Art Direction and Copywriter SCAD Advertising and Branding Curate Small Luxuries. Brand Film + Photgraphy Problem How do we promote Nespresso machines as the superior choice to other ‘instant-pod’ systems, and coin them as a must-have for Gen-Z kitchens? Objective Position Nespresso to outperform the category leader by creating an Integrated Brand Campaign that leverages multiple touchpoints to engage young, emerging professionals, to invest in making a bit of calm amidst their chaos. Intro While leading sales globally, Nespresso falls behind in the U.S. coffee market. Nespresso machines are in an estimated 9.5 million U.S. homes, while Keurigs are in 38 million households. Response The target audience has less income to spend on real luxury in all aspects of their life, but by elevating simple aspects of their mornings, like their coffee, they can step into the aura of the lifestyle they crave. This campaign aims to channel embracement to the idea of finding a bit of absurdist delight in pushing your bolder up the hill. We see a Sofia Coppola-esque scene of a woman sitting in luxury while surrounded by an orchestrated mess of modern-day. The contrast creates visual metaphors supporting the campaign as well as positions the brand with chic and rich art direction elements. Photographer: Gabi Jones - Art Direction: Chloe Christianson Understanding Audience Insights Romanticizing your life is trending amongst Gen-Z post-pandemic. Target - 20-29 year-olds - recent grads starting in entry positions - high media literacy - early tech adopters - follow many lifestyle influencers - lower post-grad income - Want to keep up aesthetics Despite having a lower DPI + debt, the TA values luxury, and is eager to romanticize small aspects of their day-to-day. Nespresso’s pod system offers a much more accessible option with minimal time investment compared to traditional espresso-in-home machines. Concept The target audience has less income to spend on real luxury in all aspects of their life, but by elevating simple aspects of their mornings, they can step into the aura of the lifestyle they crave. Your mornings might not be luxurious, but your coffee can be. Spotify 'Blends' Playlists Credits Producer: Owen Johnson Creative Director: Chloe Christianson Director: Maia Vota Director of Photography: Elijah Gittens Production Designer: Vaish Navibaiju Assistant Camera: Emilio Garcia Photographer: Gabi Jones Talent: Kay Tagliaferri Made for SCAD ADBR 461 in collaboration with Isabella Cancel, Tori Wilkens, and Chloe Christianson. Prof. Oscar Betancur, Winter 2024

CHLOE CHRISTIANSON Savannah, Ga Couples + Branding Photographer

About Chloe Christianson | Chloe Christianson is a branding designer studying at Savannah College of Art & Design. Hi, I’m Chloe! Here’s a photo that makes me seem much cooler than I actually am. When I’m not focused on maximizing shareholder value, you can find me on a film set shooting stills, down a Reddit rabbit hole, or searching for the divine in the glassware aisle of Goodwill. As a copywriter, I hope to leverage dimly poetic, vulnerably human language to cross the border between intuition and analytics. Resume LinkedIn Like many creatives, I'm often dipping my toes into all sorts of waters. These are some recent creative wanderings—the projects and passions that keep my tank full as someone who loves to dabble in just about everything. Skills + Thrills Copywriting, Brand Films, Brand Strategy, Photography, Art Direction Packaging, Social Media, Video Editing, Retouching, Motion Graphics, Graphic Design They say, 'Good artists steal,' so here's a borrowed quote for you. " There’s an inherent truth we all know deeply, but struggle to put into words. 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." CHLOE CHRISTIANSON CREATIVE * CHLOE CHRISTIANSON CREATIVE *

CHLOE CHRISTIANSON Advertising Art Direction and Copywriter SCAD Advertising and Branding contact ChloeChristianson11@gmail.com @chloechristiansonn Contact Information First name Last name Email Profession Additional Info Thanks for submitting! >

CHLOE CHRISTIANSON Savannah, Ga Couples + Branding Photographer Flora was an introductory project for a locally grown flower farm in Woodstock, Ga. Selah, Flora's founder, was set on traditional and timeless typography for the logo typeface. We wanted classic serif typography while also including a thicker line weight to emphasize the wordmark and make the logo feel approachable. Curated mood board To truly find the essence of Selah's vision we collaborated on curating mood boards to flesh out exactly what elements carried through her most loved reference images. Flora takes the real world: