Jobs Ohio
March Madness

Campaign Development

Our Challenge

Feature Ohio’s quality of life in a National March Madness campaign.

Madwell's team embraced a challenge from Jobs Ohio by creating the "N’Ope" series, showcasing Ohio’s quality of life through a support group format. Filmed in Cincinnati with director Amanda Speva and a talented cast, the series explored the experiences of new Ohio residents and their reasons for relocating. The integrated campaign included social media, digital and print ads, emails, podcasts, and digital OOH trucks, emphasizing Ohio’s benefits like lower traffic. This creative approach effectively highlighted Ohio’s appeal in a compelling and comprehensive campaign.

Key Contributions

I helped concept the scripts for the campaign, adding characters backstory and Ohio themed easter eggs whenever possible. I worked on the design system for the campaign assets, maintaining our brand colors while leaning into custom photography and a gridded layout. Using our photo and video content from the day, I extended our campaign system across the funnel of our integrated media campaign, building the social and digital OOH assets seen below.