Project: BIC "Focus & Flow" Student Campaign
Role: Senior Graphic Designer / Art Director
The Challenge: To reposition BIC pens for a Gen Z student audience that increasingly views traditional writing tools as "disposable" or "outdated" compared to digital alternatives.
The Solution: Developed a campaign centered on the psychological benefits of handwriting. We positioned the BIC pen as a tool for stress relief and cognitive focus. By blending vibrant, energetic art direction with a relatable, student-focused narrative, we successfully reframed the product as a vital component of the modern academic "toolkit."
Multi-Channel Execution
Interactive Engagement: Oversaw the visual direction for an interactive app experience designed to help students gamify their study habits.
Print & OOH: Directed high-impact print ads that used "doodle-inspired" aesthetics to resonate with the creative habits of high school and college students.
Visual Language: Created a high-energy, saturated color palette that stood out in crowded campus environments and digital feeds alike.