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.

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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

  • Creative Direction
    Lawson Soward

    Director of Digital Experience
    Brett Casey

    Digital Strategist
    Airin Virgilio

    Design
    Lawson Soward
    Brett Casey
    Kaity Burns
    Scott Emond
    Erin Ploen

    Copy
    Bob Raczka
    Mike Phillips
    Abby Myers

  • Creative Direction
    Lawson Soward

    Layout Design
    Lawson Soward

    Print Production
    Lawson Soward

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