Ideas are only valuable when they solve the right problem.

Telfar

LWR

Telfar — Luxury Within Reach

How can a brand widen access without losing the meaning that makes it luxury?

Telfar democratized luxury faster than luxury's language could keep up. The brand was being read as a streetwear moment rather than an enduring cultural institution.

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USC Annenberg

BTB

USC Annenberg — Beyond the Brief

What would it take for students to graduate not only knowing the work, but ready to do it?

Students can graduate knowing the material and still feel uncertain about how to show up with it.

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Khloud

KHL

Khloud — Beyond the Screen

What happens when a social campaign leaves the screen?

Khloud's most distinctive asset is a multisensory product, but its advertising lived entirely on-screen — communicated through a single sense to an audience that watched rather than experienced.

Graduate team project. Angelique Payne's documented contribution: the introduction, the campaign approach that framed the multichannel and multisensory strategy, the closing argument, and deck development and team coordination.

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A24

A24

A24 — Cut From the Culture

What if storytelling could preserve the stories that might otherwise disappear?

A24 has built its reputation on distinctive storytelling and a rare relationship with culture — but that identity lived almost entirely inside individual film releases.

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Dior Beauty

DIO

Dior Beauty — Dior Beauty

How might a heritage house build relationships instead of buying reach?

Heritage beauty houses have reach with creators, but not always relationships — leaving campaigns transactional in a category built on intimacy.

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RYZE Coffee

RYZ

RYZE Coffee — Choose Your Ryze

How does a wellness brand turn a daily product ritual into a story people can participate in?

RYZE has genuine credibility in the functional coffee category, but its meaning stops at the cup. The brand is understood as a product rather than as a partner in the healthier routine its audience is trying to build.

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Shondaland

SHO

Shondaland — Shondaland

What happens to a fandom between seasons?

Shondaland's stories reached audiences, but its brand experience beyond the screen didn't yet feel like an extension of the storytelling universe.

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AIVA

AIV

AIVA — From Discovery to Creation

How do you turn an unfamiliar creative tool into something creators understand, consider, and try?

AIVA is an AI music composition platform that depends on social for both discovery and product education — two very different jobs that a single campaign message cannot do at once.

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Bumble

BMB

Bumble — Bumble

How do employees experience the promise the brand makes to the world?

As Bumble expanded, the external promise of empowerment ran ahead of the internal experience of building it — leaving employees to reconcile the difference alone.

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House of CB

LOH

House of CB — The Lady of the Hour-Glass

How does a founder become recognized as a leader, not only as a brand?

House of CB had earned real brand equity, but its founder's experience had not yet been positioned as leadership authority of her own.

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Vision Air

VSA

Vision Air — Vision Air

What does an airline say when it does not yet know everything?

An airline moving from ultra-low-cost to full service had no infrastructure for deciding what to say, who says it, or how fast, when pressure escalated.

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Independent Research

EMT

Independent Research — Emerging Technologies

How do brands explain new technology in a way people can trust?

Brands rush to communicate about AI, spatial computing, and Web3, then struggle to explain them in language that builds trust instead of confusion.

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Microsoft Copilot

EMT

Microsoft Copilot — AI Governance & Communications

How can organizations adopt enterprise AI without sacrificing trust, privacy, or human judgment?

A research-led analysis of how Microsoft Copilot is reshaping organizational communication—and the governance, transparency, training, and human oversight required for responsible adoption.

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Therapy Fund Foundation

SHO

Therapy Fund Foundation — Reclaiming Wellness

How can a purpose-driven mental health campaign move communities from awareness to culturally responsive resources and action?

A Strategic Integrated Planning analysis connecting brand purpose, audience insight, community trust, PESO communications, resource access, and measurable engagement.

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