At the conclusion of a historic $1.4 Billion fundraising campaign and with an unprecedented goal of 10,000 attendees, creative strategy for the University of Rochester’s alumni, reunion, parents, and homecoming celebration called for a new approach. With a lean into the power of emotion and the human encounters that bring the essence of “MELIORA” to life, the creative campaign I imagined and brought to fruition promised an experience unlike any other—for audiences of all ages and affinities. We enhanced traditional programming with new immersive vignettes, and celebrated our fundraising milestone with VIP moments designed just for donors and leadership volunteers. Attendance goals were surpassed, making Meliora Weekend 2016 the biggest in the program’s history.

I designed and authored a new creative platform, directed original photography with university community members, and executed on omni-channel marketing touch-points, including direct mail, social media, print and digital advertising, videos, campus treatments, special event invitations and collateral, interactive experiences, and much more.