This campaign was created within my university studies as a demonstration of skills in brand positioning, copywriting, and creative strategy. Given a brief to create a multi-channel campaign for Cobs Sea Salt Popcorn, I developed the central idea: “Simple saltiness, simply better.” The campaign celebrated the pure product through three executions on mobile and transit, characterized by stark visuals, engaging storytelling, and bold copy. The campaign shows my acumen in harnessing consumer insights to develop impactful creative campaigns while carefully staying on message and visually striking, thus foregrounding my creativity in ideation, strategic thinking, and campaign development.