Project Management InstituteBranding / Digital / Print / Social
Role: Associate Creative Director, Creative Lead
PMI, the world’s largest professional organization for project managers, had a brand continuity problem. I led the creative team as we pitched a fully integrated global campaign that would help unite and humanize the brand. A big piece of solving that was featuring real project professionals in advertising and redefining their brand voice as relatable, empowering and straightforward across paid, owned and experiential channels.
We conducted photo shoots abroad to fuel creative. In all, I led the team through campaigns for events, education and more, which included digital banners, audio ads, video and social. I worked with copywriters and art directors to push the brand and deliver cohesive, effective creative driving response and brand awareness.