Creative Concepts
The Glenlivet –
Effies Collegiate Competition
For my Senior Capstone during the Spring 2022 semester, I participated in the Effies Collegiate Competition as a part of the M-School Institute of Marketing class, Creative Brand Management. The Challenge was to create a campaign around one of the brands within Pernod Ricard's portfolio. From this prompt, my team and I crafted The Glenlivet Life campaign, which captures the determination, fearlessness, and love for life that The Glenlivet encompasses.
While The Glenlivet is a well-respected name among Scotch enthusiasts, the brand has been unsuccessful in connecting with a younger audience. From our primary and secondary research, we found that it takes time and willingness to find your taste for scotch. Although, those who dive deeper into the spirit's rich history and complex flavors acquire an appreciation for Scotch that lasts a lifetime. This knowledge led us to the insight behind our campaign: through embracing the unknown we are able to learn our greatest potential.
Our aim was to introduce The Glenlivet to legal drinking age Gen-Z and Millenials, making it the single malt of choice to those that are unafraid of the unknown and embrace The Glenlivet Life.
In collaboration with our celebrity influencer, Lady Gaga, we will launch the first phase of our campaign. In celebration of Gaga's 37th birthday, we will release 37 bottles of a rare 37-year-old Glenlivet single malt in limited edition bottles featuring handblown glass spelling out "LIVET," commissioned by Scottish glassblowing artist Ian Pearson. The bottles will be sold to those who purchase an NFT of original Lady Gaga songs on the blockchain, retaining the exclusivity of the bottles and increasing awareness and consideration of The Glenlivet.
The second phase will consist of The Glenlivet Challenge, which will inspire confidence in participants by sending out daily prompts such as "talk to someone new today" and "book that flight." Those who complete all of the challenges will be in the running to win tickets to the third and final phase of the campaign.
To bring the entire campaign to a finish, The Glenlivet will host an experiential event hosted at one of Lady Gaga's favorite NYC bars, Welcome to the Johnsons. The event will feature tastings of the limited edition 37-year-old single malt and a live performance by Gaga herself. While several lucky winners of The Glenlivet Challenge will win a pair of tickets, the performance will also be live-streamed on Lady Gaga's Youtube channel.
Shelter
Beginning the spring semester of 2021, Katie created a short film during an M-School Production Tools & Techniques class. Alongside a team of three of her peers, they produced a short film highlighting the astounding number of shelter animals that were adopted during the COVID-19 pandemic. In people's loneliest times, where any connection was very difficult to find, shelter dogs provided a source of love and comfort. While it may seem that a human rescued had their pet, these animals saved their owners in return.
The poster above was designed and illustrated by Katie to promote the film, Shelter, and act as a representation of the cherished relationships that humans have with their dogs.
Below you can see the social media campaign plan created with the intent to raise awareness of shelter animals, spread resources for people to locate shelters near them, and provide information on the best practices of caring for a newly adopted pet.
The Tower
Before becoming the Creative Director of Loyola Marymount University's yearbook, The Tower, I started as a Staff Designer in 2018. As a historically award-winning collegiate publication, The Tower was an amazing space to develop her graphic design capabilities as well as an understanding of the dynamics of a student-run publication. After heading the Design and Illustration teams as The Tower Design Director during my sophomore and junior years, I held the position of Creative Director during the 2021-2022 academic year. During this role, I managed the Design, Illustration, Photography, and Editorial teams to create a 272-page book that is now being distributed to LMU students.
The Tower was awarded the 2020 Collegiate Gold Crown by the Columbia Scholastic Press Association, and the 2019 Silver Crown.
I have been awarded an Honorable Mention for the 2019 and 2021 Design of the Year by the Associated Collegiate Press, and an Honorable Mention for the best 2021 COVID-19 Coverage.
Design by Katie Mattocks for The Tower, 2019
Design by Katie Mattocks for The Tower, 2021
