Laborde Products
Creative Director, Digital Designer, Digital Strategist
Creative Strategy & Campaign Design
The Strategic Problem
Quit With Us LA needed to rethink their digital marketing approach to better engage Louisiana audiences and inspire them to take the first step toward quitting tobacco. Previous campaigns struggled to break through the noise. The challenge was both emotional and tactical: how do you make quitting feel possible, even aspirational, to people who’ve tried and failed before?
Strategic Approach
Through audience research and cultural analysis, we identified a powerful insight: Louisiana’s deep connection to competitive sports. The act of quitting isn’t a loss. It’s a win. We built the entire campaign around the concept “Quit Like a Winner!”, which reframes the quitting journey through the lens of athletic competition, from kickoff to final victory.
This wasn’t just a tagline. It was a full creative territory with built-in scalability. The sports framework gave us a natural structure for campaign phases (kickoff, the fight, the win), provided a consistent visual and verbal language that could flex across formats, and created emotional resonance without being preachy.
Campaign Production
We developed a creative strategy deck that defined the campaign voice, visual direction, audience segmentation, and channel strategy. From that foundation, we designed a full suite of digital ads, social content, and landing page concepts. Each piece was built to be testable: modular headlines, interchangeable imagery, and variant CTAs designed for performance optimization.
Why this matters for performance
The creative system was designed for rapid variant production. One strategic concept, dozens of testable executions. This is the kind of scalable creative framework that drives learning cycles in performance marketing.
Framework
Audience insight > Cultural connection > Scalable creative concept > Campaign voice + visual system > Modular ad production for testing
*This project was created in an agency setting with collaboration from a talented team. My contributions were focused on the roles listed above.
