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KRISTIAN RAE
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Project
For the P&G HBCU tour, myself and the Group Black team led campaign / tour design to connect with a young Black audiences and alumni at major HBCU events including Back to School and Homecomings. Our goal was to create a dynamic, experiential activation that resonated with campus culture and extends the visibility of P&G's brands.
Each activation was designed to reflect the unique energy of HBCUs, while the supporting visuals, custom installations, and two TV spots that extended the campaign’s reach and amplified the impact across diverse platforms. I also led art direction for artist social posts and brand videos for their individual socials.
Role
creative direction
art direction
experiential
Client [2023-2024]
P&G
P&G
BRANDS CONTENT
The HBCYOU Tour’s content production extended the mission of P&G brands by creating a cohesive and impactful storytelling experience. Leveraging the identity guidelines I developed, I directed and produced content that amplified each brand's presence throughout the HBCYOU tour, ensuring their visual language seamlessly aligned with the vibrant energy and purpose of the tour stops, fostering meaningful connections with the audience.
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