Students will launch the marketing campaign project by analyzing real advertisements, testing quick campaign ideas, and setting up evidence-based routines for audience-focused design, feedback, and revision.

Students will gather direct audience evidence, test assumptions against real user input, analyze mentor advertisements for audience and claim choices, and turn their findings into an empathy artifact and draft design brief that guides the next phase of campaign concept development.

Students will turn audience research into a focused campaign direction, generate multiple distinct concepts, build low-fidelity prototypes for print, digital, and social media, test those ideas with peers and another class group, and document at least two feedback-driven revision cycles before moving into refined production.

Students will refine one campaign direction into a cohesive brand system, test it with a fresh audience, revise using evidence, and assemble a draft-to-final portfolio plus a polished launch presentation for the next phase.

Students will present their completed brand campaign portfolio to an authentic audience, explain how user feedback shaped revisions, and reflect on how their messaging, visuals, and release plan improved from draft to final.