People Of Action: Mikaila Ulmer

1000Heads was the Advertising Agency tasked with this mission. They provided Strategy for this campaign. I was hired for Art Direction and was tasked to use existing raw assets as well as come up with new concepts the campaign.

Within a month, we brainstormed, conceptualized and executed 20+ Assets for use across the four social media platforms. This included GIFs, Cinemagraphs, IG Stories, and Carousels.

The goal was to highlight the behind the scenes of the Ulmer's success, how things came to be. We pulled practical advice for dealing with challenge, as well as inspirational quotes. This was titled Lessons from the Hive and In Their Footsteps, respectively.

We chose Tumblr as the platform for it's younger audience, but roughly even distribution amongst genders as it dealt with family and entrepreneurship. For the execution we used GIFs with keywords pulled from an interview about what it takes to run a business with family. Tumblr allowed us to then explain those keywords in detail if need be, as it has a large character limit compared to the other platforms.

We used hand drawn inspirational quotes the family had made on Microsoft's Surface tablet and overlayed them on pictures of the family. This gave it a homemade, more personal and less "produced" look & feel.

How are things now? We wanted to show a day in the life of running the company as well as a few facts about the product. We utilized video in the form of interviews and motion graphics.

Facebook's Stories allotted 20 minutes of video as opposed to Instagram's 15. So we opted to create short edits where we could cram as much content in. The videos featured responses from both Mikaila and her father about their day-to-day, and adjusting to running a business.

We created a flatlay stop motion video showcasing the ingredients within one of the flavors. This served to inform the the public about the product, and it's eco-friendly ingredients. This could be repurposed across all platforms.

What can we do to encourage others to better the world for Gen-Z and the next generation.

We pulled together factoids that related to bees working together for the sake of the whole, where each one had their role, but all the hard work culminating in one final product, and how analogous it is to us as a society working together for the future and the environment.

We created a few Snapchat Ads to bring awareness to the campaign. It summarized three aspects of the campaign: starting a business, overcoming obstacles, and finding inspiration. We utilized the platform's stickers to emphasize these themes through iconography.

The campaign launched on the four social media channels on May 2017, and continued into the next month. We subsequently got two more individuals to start ideating on after the initial launch.

Now renamed People Who Inspire, Microsoft continues to highlight ambitious entrepreneurs through the campaign. The work we put in for the initial campaign laid the groundwork for things to come, and it was great to be apart of that incubation.