You Define You:
Crosley Radio Campaign
Empathy Mapping
This empathy map was conducted for digital music natives. Empathy mapping is a tool that helps imagine what it would be like in the shoes of potential customers. You analyze things they might see, hear, say, or do. For a deeper insight, dive into the thoughts, fears, and desires of your potential customer.
Crosley Radio 5 Why’s Exercise
Why do you dream of fitting in? Because it seems fun to be a part of something
Why? Because there is a sense of belonging
Why? Because they have common ground, mutual understanding, “glue”
Why? Because they all believe in the same thing
Why? Because we travel in packs.
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Why do you secretly hope for a significant other? Because all my friends have one.
Why? I don’t know but it seems nice to be loved
Why? Because you get someone’s undivided attention
Why? When you are in love all you want is to be with that person
Why? Because they are the only thing that matters, or at least that’s what the movies say…
Creative Brief
What is the brand background?
Crosley Radio
Music technology / Audio experiences
Amplify Your Style
No visible Mission/Vision
Little to no company history shared on the website
Surprisingly small Wikipedia entry
Who are we talking to?
Digital Audio Natives
Those who grew up listening to music digitally
Those who want to experience a new medium of music experience
Those who listen to what’s popular/trending
Music Junkies
Those who listen to music for the majority of their day
Those who don’t like silence
Those who like to discover new music
What’s the single most compelling idea?
You need to know who you are, inside and out
Why is this a great opportunity?
Consumers want high-quality products with a purpose.
The (hopefully) approaching end of a modern pandemic is like the light at the end of the tunnel, no one knows what’s beyond, but those who emerge with purpose, compassion, and strength are the ones who set the tone for the unwritten path ahead. We could be the ones who forge a path toward the modern renaissance.
Aesthetics are Infinite
You define you.
Crosley x The Sims Video Ad
Creating a campaign from a work-from-home environment meant limitations to my visuals. A Youtube spot was a great idea for this Crosley campaign, and then the idea to use The Sims as my production tool hit me across the head. The bonus of cross-promoting in The Sims community on youtube means expanding Crosley’s reach to 1.6 million Sims subscribers.
Crosley Radio - You Define You - Social Media
There is never enough to say about music, the conversation could go on forever. Just as Crosley is a tool to produce the sound of music, the brand can also be a tool for cultivating the conversation. Spotlight customer’s Crosley set-ups, learn the infinite number of subgenres, engage with the audience and bond over our shared love of music.