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Maeve Roughton
Brand Strategy & Creative

Most of the time I just say I like/don’t like these words/pictures/things.

The rest of the time I create stories, strategies, identities, and teams that earn and evolve consumer trust. 


maevestrangeways [at] gmail.com
 

Asana

Integrated Campaign
Strategist, Writer


What you see: Top-of-funnel messaging for an integrated campaign that shows the how and why of essential products features. 

What you don’t see: Get briefed by client with 1,000 reference docs (all of which I must read, 12 of which I actually need). Come up with 10 concepts. Refine 5 concepts. Pitch 3 concepts. Get approval from 3 teams and 10 team members for 1 concept. Create storyline with fake company, mock product, faux timeline—but make it make sense. Write script and draft storyboard (what to show and what to tell?). Present to client. Get feedback. Repeat as needed. Get approval from 5 teams and 18 team members. Truncate messaging for every channel and ad format known to man (but, please retain the concept, storyline, company, product, team, and timeline). Watch it go live. Find out it outperformed the client’s other TOF content. Take 10 months to add the project to my portfolio.