Our team at Madwell had an exciting challenge from our partners at Jobs Ohio—to feature Ohio’s quality of life in a National March Madness campaign.

Our solution: to create a multi-part series showcasing Ohio’s quality of life through the lens of a support group called “N’Ope” (New Ohioans Processing Everything). The diverse set of characters talked through their move, discussing their “last straw moments” that led them to Ohio. The process was an amazing one, culminating in a week-long shoot in Cincinnati in January of 2022 with Director Amanda Speva and a crew of incredible actors and comedians.

The series was supported by an integrated campaign targeting our big city competition—including paid + organic social, print + digital out of home, emails, podcast + radio spots, and programmatic display banners. Digital OOH trucks were a special focus, as they highlighted a key Ohio benefit—lower traffic.

I helped to lead the team throughout the process, from concepting, to filming, to post production, and finally to asset creation. I worked closely with our designers on the art direction for both the final spots but also the rich photography library shot with Madwell on set. Additionally, I worked to establish the visual direction of the campaign would come to life across media.

Obviously the tech bros on Twitter weren’t amused, a sign of success in our books!

Agency:
Madwell

Director:
Amanda Speva

Executive Producer:
Kris Rey-Talley, Minimal Productions

Creative Collaborators:
Laura Wasson, Group Creative Director
Elinor Beltrone, Creative Director
Laura Munoz, Senior Copywriter
Javier Ortiz, Senior Copywrigher
Emma Wood, Senior Designer
Matt Reuter, Senior Designer
Emma Gaedje, Designer
Elena Anunciado, Designer