Creative Rationale

Our ultimate goal with JMU in L.A. was to make our audience believe they were in Los Angeles through our creative choices. By choosing warm colors, bold typefaces, and an energetic voice, we aimed to have all of our target audiences feel intrigued and excited when viewing our content. For example, the warm oranges, browns, and yellows mimic a California sunset, which immediately connects the audience to the atmosphere of the West Coast. Through our engaging content and deliverables, we focused on establishing ways to draw more people to the program. Overall, through our creative process, we found that Instagram and TikTok responded best with high engagement and brand awareness analytics.