"Join The Protected": American Identity Group Digital Campaign
Client: American Identity Group (AIG)
Date: Spring 2023
My Role: Creative Director, copywriter
Challenge: American Identity Group, a renowned security company, sought to broaden its appeal to a wider demographic. The challenge was to create a campaign that not only emphasizes the brand's rich heritage but also connects with a more diverse audience. Solution: The "Join The Protected" campaign was conceived to highlight the unique blend of traditional crafting methods with modern flair in AIG's products. We invited consumers to explore and embrace their own cultural roots through the shared experience of AIG's services.
![](https://cdn.myportfolio.com/eeca5133-d821-4dd0-8576-55dd2380120d/f3d097b7-d223-46da-9ad8-cd1263f05ea7_rw_3840.png?h=804f4a95e90f6db688effca1103406ea)
Solution: The "Join The Protected" campaign was conceived to highlight the unique blend of traditional crafting methods with modern flair in AIG's products. We invited consumers to explore and embrace their own cultural roots through the shared experience of AIG's services.
Key Responsibilities:
Assembling and leading a cross-functional creative team
Crafting the overall creative vision and strategy aligned with AIG's branding
Managing client communications and expectations
Overseeing execution across all platforms, ensuring consistency and quality
Measuring campaign performance and making necessary adjustments
Results: The campaign resulted in a 20% increase in brand engagement among the targeted age group of 25-35 and contributed to sales growth in a previously stagnant market segment.
![](https://cdn.myportfolio.com/eeca5133-d821-4dd0-8576-55dd2380120d/561cab71-c619-4cca-bfcc-66d438b2aa62_rw_1920.png?h=7bc22b08eec27b74da9ca08d749ae53a)
![](https://cdn.myportfolio.com/eeca5133-d821-4dd0-8576-55dd2380120d/c802e3c5-68a7-48e8-bea9-f0c46c80686d_rw_1920.png?h=24f833d18041b4009d8455df95f122fd)
![](https://cdn.myportfolio.com/eeca5133-d821-4dd0-8576-55dd2380120d/affb7507-ca14-404d-b662-59d9bfa26433_rw_1920.png?h=5948da9f4116273f985c8cd3a445c825)
![](https://cdn.myportfolio.com/eeca5133-d821-4dd0-8576-55dd2380120d/79ffd6da-b92d-40bb-98a4-0680e0347a52_rw_1920.png?h=84d3214f7405555e96ff16e4a579afcc)
![](https://cdn.myportfolio.com/eeca5133-d821-4dd0-8576-55dd2380120d/e40d70d9-11df-43ed-90f0-22a967474662_rw_1920.png?h=0f7c0260f644d7e09696c731981acc86)
![](https://cdn.myportfolio.com/eeca5133-d821-4dd0-8576-55dd2380120d/7eddbf1d-5c40-4681-ae24-1dfb271bdc18_rw_1920.png?h=e2356622057546fb4ba955fa1bb7984b)
![](https://cdn.myportfolio.com/eeca5133-d821-4dd0-8576-55dd2380120d/a34cfe9d-2c5d-459f-be4d-9a8e17ac5d59_rw_1920.png?h=90a957bd826d5c66022bc273fc96476a)
![](https://cdn.myportfolio.com/eeca5133-d821-4dd0-8576-55dd2380120d/a0bd9121-2711-44b2-b3f4-17fcb0f17078_rw_3840.png?h=30f98ab1db924786ee80b6141247a7f1)
Reflection: Working with AIG was an enlightening experience in balancing tradition and innovation. The collaboration helped us understand that heritage doesn't have to be a constraint, it can be a springboard for creative exploration. I'm particularly proud of how the campaign fostered authentic connections with our audience.