INDOOR RECESS
In April 2020, a group of California State University, Long Beach students slid into my LinkedIn DMs asking if I’d be interested in helping them launch a crazy project in response to COVID-19. I said why the heck not?!
*They approached me with the competition title as: “Work-From-Home Advertising Competition.” I said, “that’s nice… but do you mind if I change it?”
Task: Create, brand and launch a virtual advertising pitch competition for students and recent graduates missing out on invaluable professional experience due to Covid-19 (this task was very much self-imposed…).
Insight: Students and recent graduates need a plan B that feels like a plan A.
The Big Idea: Indoor Recess became the ad competition for students stuck indoors instead of interning.
CTA/MANIFESTO:
CASE STUDY:
Logo Development Reel:
Brand Identity & Guidelines:
Our clients:
Session 1 Client: Color of Change
Color of Change is the largest online racial justice organization in the Unites States.
Session 3 Client: Disney Music Group
Disney Music Group is the music recording arm of The Walt Disney Studios, a division of The Walt Disney Company.
Our Agency sponsors/partners:
peeps who liked the idea:
"We connected with Indoor Recess through an internal team member and were eager to partner with them. Not only did they offer a solution to a summer intern program we were sorely missing, but a fully developed curriculum with a great client on board, Twitch. We also got to open up mentorships and teaching experience for our soon-to-be leaders so that we all benefitted. Ultimately, we were blown away by the type of hybrid thinking and platform relevant solutions the teams came up with. We plan to stay connected with this new talent and with Indoor Recess as an organization."
— Jason Marks, Chief Creative Officer at Laundry Service
“Color Of Change saw our participation in Indoor Recess’ advertising competition as a unique opportunity to challenge students to find creative solutions and directly work towards the justice and safety measures they would like to see on their campuses. By inviting advertising students to think through an issue that directly impacts their own campus communities, we hope we have encouraged their activism and desire to impact change through their art and in their upcoming careers. Should another university mistreat students who are demanding justice, we now have a trove of ideas and student creators to connect with in order to efficiently respond.”
— Amity Paye, Director of Communications at Color Of Change (Session 1 client)
“When we first heard about Indoor Recess we were really impressed. Advertising is all about problem-solving, so we loved how the leadership team took the problem of lost internships and found a way to keep hundreds of fellow students and graduates engaged and collaborating. Who wouldn’t want to be a part of that? And while we wouldn’t normally recommend freelancing to recent graduates, the reality is freelancing may be most people’s best option right now. So we wanted to help as much as we could.”
— Andrew Dickson, CD/Senior Copywriter & Co-Founder of Mt. Freelance
"It's hard to overstate how satisfied I am with the Indoor Recess’ program - I'm so proud of the teams! The pitches I received demonstrated hardcore-fan-level knowledge of Twitch and Minecraft, and bravely offered us opportunities to do first-of-its-kind activations. The pitches were on the level of some of the best I've seen in my career, and I'm left hungry to see them come to life one day. This is really tricky to put together in short order, yet somehow they managed to blow us away."
— Jason Hitchcock, Strategic Partnerships for Esports at Twitch (Session 2 client)
AD: Emily Gorey
Brand Strategy: Emily Gorey & yours truly
PR: Johnny Thai & yours truly (again)
Account: Johnny Thai
PM: Clayton Hutton
Content Strategy: Joy Darlene Mangat
Partnerships: Jiaman Maggie Peng
Time frame: Ongoing