MY ROLE
Creative Director
RESULTS
😷📈🤔
This was a campaign for the 2020 fiscal year. That, of course, coincided with the COVID-19 pandemic. While 2020 saw a 40% increase in RV shipments, it would be misleading to imply this campaign could have the effect of once-in-a-lifetime global lockdowns and social distancing mandates.
Dusty, Grounded Research.
Big Blue Sky Creative.
Being Human Centered is more than a buzz term. Whether it’s UX, branding, marketing or any other creative discipline, nothing beats live conversation to truly understand how people think. Following this belief, I utilized first-hand strategy and research from campground interviews to inform THOR’s creative. Interview after eye-opening interview, the research revealed how to promote RVing to a younger target audience with more varied customer journeys. After pouring over these strategic insights, I lead a team of on site and remote creatives in crafting a brand platform that was subsidiary- agnostic, category-changing, and heart-stirring: Outsiders Welcome.
Mapping Out an Agency Field Guide
Outsiders Welcome was a campaign that needed to be executed by six agencies. I designed, produced, and press-checked a comprehensive playbook to be presented the campaign at THOR Industry's summit. The summit was a success and the playbook ensured excellence and consistency across diverse agencies with specialized disciplines.
Project Information
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Creative Direction
Lawson SowardDirector of Digital Experience
Brett CaseyDigital Strategist
Airin VirgilioDesign
Lawson Soward
Brett Casey
Kaity Burns
Scott Emond
Erin PloenCopy
Bob Raczka
Mike Phillips
Abby Myers -
Creative Direction
Lawson SowardLayout Design
Lawson SowardPrint Production
Lawson Soward