I operated as lead director for this activation, leading a team of talent from UM Studios, Yahoo, and BBDO. We wanted to encourage users to ‘Swap’ their sugar for Splenda low calorie sweetener. We met this challenge through sharing daily tips across print and digital platforms. Well-known YouTube personality Laura Vitale and other key influencers helped make the Sweet Swaps campaign a success.
Role: Art direction, Layout design, Branding
Executed: Photography, Custom Print, YouTube channel, Digital Banners, Story boarding, Graphix package