NEXT Advertising Agency

Building campaigns is never just about the final product; it’s about the process of shaping ideas into something that connects with people. Through my work developing promotional content, I’ve had the opportunity to take creative concepts and translate them into multi-platform campaigns across social media, television, and community engagement.

One of the most defining experiences has been working on campaigns for GoBus, Ohio’s statewide bus service. What started as a straightforward branding project quickly expanded into something much larger. My team and I contributed to multiple brand initiatives, including producing commercials, designing promotional materials, and developing a campaign centered around the launch of a new logo. GoBus serves over 40 destinations across Ohio, recently expanding to more than 60, and our goal was to create work that reflected that growth while also making the brand feel more approachable and community-driven.

One of the most ambitious ideas we pursued was creating a mascot for the brand. We invited students across Ohio to design their own version of a “GoBus,” with the intention of turning the winning concept into an animated character. While we didn’t see as much engagement from schools as we had hoped, the project pushed us to think more creatively about community partnerships. That shift led us to Passionworks, an Athens-based nonprofit that supports individuals with psychological disabilities in creating art and handmade goods. Partnering with Passionworks allowed us to reimagine the campaign in a way that felt more personal and impactful, resulting in artwork that brought a unique and meaningful perspective to the brand.

Alongside this, I’ve also been involved in developing promotional content for an upcoming campaign with Siemens USA. Working as part of a collaborative team, we produced five different script concepts. While not all of them moved forward, each idea contributed to shaping a larger campaign direction, one that we believe has strong potential once it’s fully realized.

These experiences have reinforced that creative work isn’t always linear. Not every idea lands the way you expect, but each one opens the door to something new. Whether it’s adapting a campaign to better connect with a community or refining concepts through collaboration, the process is just as important as the outcome, and it’s where some of the most meaningful work happens.