Head of Outreach
When passion, determination, and hard work meet, you get a young Romanian talent ready to set the Advertising and Public Relations bar higher.
A wonderful wordsmith, master of organization, incredible strategist, our Head of Outreach flexes her creativity across a variety of domains.
Consumer Behaviour, Research and Data Insight, Digital Creativity, Communication Design Story, Anti-Advertising and Disruptive Design, Creative and Art Direction, Contemporary Promotional Culture, and Media Presentation skills.
Skilled freelancer and team player, this incredible combo makes her an asset to every project. Between work, study and playing with her crazy cat Simba, Adriana stars in her own YouTube lifestyle channel with the aim of helping young students and professionals.
The Secret Life of Pets 2
I Am Greta
/ Ideation / Copywriting / Brand Identity /
Working on this campaign has been a very interesting experience in terms of tone of voice. In a single presentation, I had to switch from working on ‘The Secret Life of Pets’ (TSLP), an animated film for the whole family to enjoy, to ‘I Am Greta’, a documentary about environmental activist Greta Thunberg. For ‘I Am Greta’, the aim of the campaign was to position the film as a must-see documentary of the year alongside the likes of ‘An Inconvenient Truth’ and ‘Free Solo’. For TSLP, the aim was to develop a proposal that targets a four-quadrant audience and showcases fun and creative ideas that highlight the fun-loving nature of the film.
I decided to create a competition for TSLP where people could submit funny videos of their pets and earn prizes, which is a strategy that would attract all four quadrants of the audience, while for the ‘I Am Greta’ campaign I decided to use celebrities and influencers that would promote the message and make environmental activism seem “cool”, and also develop an app where you could find out how you can be more “Greta”.
/ Ideation / UX & UI Design / Visual Design / Web Design /
This brief is my submission for the YCN – You Can Now competition 2021. I decided to work on Patch, as I love all things botanical and it felt like a natural fit.
The campaign would be directed towards two categories of “plant-parents”: newbies and ultra-experienced. The creative was catered towards both of these customer groups, with easy-to-understand terms for the newbies and Latin, more complex terms for the more experienced audiences. I also pitched the idea of an app, which the brand does not have at that moment, and added some website implementation ideas.
/ Ideation / Primary Research / Visual Design / Brand Identity /
This one is an awareness campaign for First Mile, a British environmental business based in London, which wanted to promote their new Recycle Box service. My team and I came up with the slogans “Go the extra mile, choose first mile” and “Double the Good”, as we decided to partner with different charities that would get a percentage of the money earned with every box. Upon researching, we came up with a few charity recommendations and matching box design ideas. We also proposed an app and came up with a loyalty programme that would integrate into it, which did not exist at that time.