My copywriting partner and I created “Rewarded” around a simple idea: wherever you go, there’s a reason to feel rewarded. I developed the visual “Rewarded” mnemonic that brought the idea to life, then carried it across film, OOH, digital and social.

For the second year, I led the year-two evolution that extended and refreshed the campaign’s visual language and built a style guide to keep the work consistent as it scaled.