https://lucyywang.com Lucy Wang Sun, 09 Jul 2023 06:07:29 +0000 https://lucyywang.com en https://lucyywang.com/Home Sun, 06 Feb 2022 21:50:44 +0000 Lucy Wang https://lucyywang.com/Home https://lucyywang.com/About Sun, 06 Feb 2022 22:16:52 +0000 Lucy Wang https://lucyywang.com/About <img width="6667" height="8015" width_o="6667" height_o="8015" data-src="https://freight.cargo.site/t/original/i/f1329125eb677489324cea720de92c202acdb53f17fd46bbd413b3bf68b44d1a/headshot.JPG" data-mid="134051909" border="0" data-scale="84" src="https://freight.cargo.site/w/1000/i/f1329125eb677489324cea720de92c202acdb53f17fd46bbd413b3bf68b44d1a/headshot.JPG" /> Hello, I’m Lucy! I use she/her pronouns. I’m an Austin-based brand and creative strategist, and I’m passionate about designing entertaining, seamless, and innovative brand experiences. I have a particular affinity for gaming, tech, and entertainment accounts!&nbsp; I graduated from the University of Texas at Austin with a Bachelor of Science in Advertising, with a specialization in Texas Immersive, and an Elements of Computing certificate.&nbsp; Outside of work, you can find me running to dance rehearsal, tackling new bouldering problems, playing Lethal Company with friends, telling my cat how much I love her, and trying out new dessert recipes (my latest obsesssion is this pumpkin butter mochi!).Let’s chat!&nbsp;︎: lucywang.y@gmail.com︎: Lucy Wang https://lucyywang.com/Meta-Quest-2-3RD-PLACE-BEST-MEDIA-PLAN Thu, 07 Apr 2022 21:33:20 +0000 Lucy Wang https://lucyywang.com/Meta-Quest-2-3RD-PLACE-BEST-MEDIA-PLAN META QUEST 2 Done for the National Student Advertising Competition 2022 THE ROLEAs Immersive Director, I was in charge of the overall creative direction and interaction design of the Meta Quest 2 Cafe as well as managing the Immersive department and working cross-functionally with other departments in the agency. THE PRODUCTIn 2020, Meta introduced the Meta Quest 2, a category defining all-in-one VR headset that comes with blockbuster games, new social experiences, and more, all at a price point too good to be true - $299. And the world took notice. From stellar reviews to sales figures and engagement numbers that are up and to the right, VR is finally having its moment.&nbsp; THE ASKMake the Meta Quest 2 an essential, coveted product for 18 to 24 year-old college students by showing how it keeps you socially connected and infinitely entertained. THE SOLUTIONThe on-campus Meta Quest 2 Cafe allows college students to interact with the Meta Quest 2 in a way that is authentic and helps them realize the headset’s vast social and entertainment capabilities.THE RESULT Our NSAC team was awarded 3rd Place and Best Media Plan at the District 10 Competition. META QUEST 2 CAFE MOCK-UPS <img width="2400" height="1350" width_o="2400" height_o="1350" data-src="https://freight.cargo.site/t/original/i/500c8a7a708a42426000a72784fa1ff270f26fd62d5afacaa92514078f049a32/CafeFront.jpg" data-mid="139269410" border="0" src="https://freight.cargo.site/w/1000/i/500c8a7a708a42426000a72784fa1ff270f26fd62d5afacaa92514078f049a32/CafeFront.jpg" /> <img width="1920" height="1003" width_o="1920" height_o="1003" data-src="https://freight.cargo.site/t/original/i/b48fc59dbd68566077b9a1df9eabc39f9e6d0e6f5987ac12df21497460d549d0/FrontDesk.jpg" data-mid="139269413" border="0" src="https://freight.cargo.site/w/1000/i/b48fc59dbd68566077b9a1df9eabc39f9e6d0e6f5987ac12df21497460d549d0/FrontDesk.jpg" /> <img width="1920" height="1005" width_o="1920" height_o="1005" data-src="https://freight.cargo.site/t/original/i/74d1b39bbc6f22e7d72573eef92e04c59b68d0d7adabcbdbf5636377321636ba/Seating.jpg" data-mid="139269414" border="0" src="https://freight.cargo.site/w/1000/i/74d1b39bbc6f22e7d72573eef92e04c59b68d0d7adabcbdbf5636377321636ba/Seating.jpg" /> <img width="1920" height="1016" width_o="1920" height_o="1016" data-src="https://freight.cargo.site/t/original/i/914201ba37fcc9cb0a237ad6ec54777b9be01cef71bf473fd948b3a2b0123875/DemoPods.jpg" data-mid="139269412" border="0" src="https://freight.cargo.site/w/1000/i/914201ba37fcc9cb0a237ad6ec54777b9be01cef71bf473fd948b3a2b0123875/DemoPods.jpg" /> <img width="1920" height="1007" width_o="1920" height_o="1007" data-src="https://freight.cargo.site/t/original/i/d4a829e2b925e35ea132fe099d4d0ba5e7cf978be2cad76b98d3d00e4983fb57/CoffeeBar.jpg" data-mid="139269411" border="0" src="https://freight.cargo.site/w/1000/i/d4a829e2b925e35ea132fe099d4d0ba5e7cf978be2cad76b98d3d00e4983fb57/CoffeeBar.jpg" /> Cafe visitors can choose to demo the Meta Quest 2 headset in the multiplayer or single player pods, or they can sit down, relax with a cup of coffee, and watch the VR content streams on overhead TVs.Plans Book Pt. 1Covers strategy, target audience, insights, geographic profile, and more. https://lucyywang.com/Mixby-MOST-UNIQUE Sun, 06 Feb 2022 21:50:47 +0000 Lucy Wang https://lucyywang.com/Mixby-MOST-UNIQUE MIXBY MURDER MYSTERY Done in collaboration with Wei-Ting Huang and&nbsp;Julia Schoos THE ROLEAs an Experience Strategist, I was in charge of scripting the storyline and dialogue, creating assets, and designing the overall event experience. THE CLIENTMixby is a micro-social networking app that utilizes geolocation technology to connect users who have attended the same event. Users can join “Mixbys” where they can upload photos they took at the event, and these photos can only be viewed by other members of the Mixby page. THE ASKDesign an experiential activation that integrates Mixby in order to promote app usage amongst an audience of our choice. THE EVENTWe decided to spoil murder mystery enthusiasts with the ultimate interactive whodunnit: a Clue-inspired murder mystery event that lets attendees solve the murder of Brad Boddy. The event took place at UT’s Perry-Castañeda Library and had a custom narrative to match the college environment.&nbsp;THE RESULT The event was highly successful, and Erin Reilly, the director of Texas Immersive, declared this project “original, novel, and the most unique experience of the class.” <img width="1242" height="2208" width_o="1242" height_o="2208" data-src="https://freight.cargo.site/t/original/i/8b1a55c234ed8eea2d4dc4488fc2b695d50791993c324932402627e8ba9d0b88/IMG_8280.PNG" data-mid="134059924" border="0" data-scale="47" src="https://freight.cargo.site/w/1000/i/8b1a55c234ed8eea2d4dc4488fc2b695d50791993c324932402627e8ba9d0b88/IMG_8280.PNG" />&nbsp; &nbsp;<img width="1242" height="2208" width_o="1242" height_o="2208" data-src="https://freight.cargo.site/t/original/i/9a7f630734837064f5fdb0b380935a0f4761577062b3578fe26e1dc71aa0e166/IMG_7620.PNG" data-mid="134059923" border="0" data-scale="47" src="https://freight.cargo.site/w/1000/i/9a7f630734837064f5fdb0b380935a0f4761577062b3578fe26e1dc71aa0e166/IMG_7620.PNG" /> Participants joined the Mixby page to share photos of clues with one another. HOW IT WORKS1. Participants are split into four different rooms: PCL Café, Librarian’s Office, Study Room, and Collaborative Commons.2. Each room contains a unique set of clues.3. Participants must use Mixby to share photos of clues with other rooms and Zoom to discuss their leads.4. Participants have one hour to work together and determine who committed the crime, where the murder occurred, and which weapon was used! THE CLUES <img width="999" height="999" width_o="999" height_o="999" data-src="https://freight.cargo.site/t/original/i/3f405333926bd1364d679d6caca8d68f4d030d545d47f0cc9dd5dc0aa7bb334c/Miles-Profile.jpg" data-mid="133475552" border="0" data-scale="77" src="https://freight.cargo.site/w/999/i/3f405333926bd1364d679d6caca8d68f4d030d545d47f0cc9dd5dc0aa7bb334c/Miles-Profile.jpg" /> <img width="999" height="999" width_o="999" height_o="999" data-src="https://freight.cargo.site/t/original/i/b973fb69f063d8ea1dfa7cd1952e5c005ba27d72e88c4e5d85f2f0da51be9046/Gwendolyn-Profile.jpg" data-mid="133475545" border="0" src="https://freight.cargo.site/w/999/i/b973fb69f063d8ea1dfa7cd1952e5c005ba27d72e88c4e5d85f2f0da51be9046/Gwendolyn-Profile.jpg" /> <img width="999" height="999" width_o="999" height_o="999" data-src="https://freight.cargo.site/t/original/i/8882cbe8034fc087d4bd30327600cd7fb168da9e5b2cbd622fcd49a6ebe0f190/Peacock-Profile.jpg" data-mid="133475556" border="0" src="https://freight.cargo.site/w/999/i/8882cbe8034fc087d4bd30327600cd7fb168da9e5b2cbd622fcd49a6ebe0f190/Peacock-Profile.jpg" /> <img width="999" height="999" width_o="999" height_o="999" data-src="https://freight.cargo.site/t/original/i/f3b9574ae03b1b28c8f417a0ec568971a974754009648360003f97033b57ba98/Plum-Profile.jpg" data-mid="133475560" border="0" src="https://freight.cargo.site/w/999/i/f3b9574ae03b1b28c8f417a0ec568971a974754009648360003f97033b57ba98/Plum-Profile.jpg" /> <img width="999" height="999" width_o="999" height_o="999" data-src="https://freight.cargo.site/t/original/i/1f0e1913baf684c6f22ce45b8a3537984cf634ab39509c9c8c87975c4b923742/Sloane-Profile.jpg" data-mid="133475564" border="0" src="https://freight.cargo.site/w/999/i/1f0e1913baf684c6f22ce45b8a3537984cf634ab39509c9c8c87975c4b923742/Sloane-Profile.jpg" /> <img width="999" height="999" width_o="999" height_o="999" data-src="https://freight.cargo.site/t/original/i/c508f69fab60941f2bc2bf11771a912f236dbf0935ec49ca4d6e04b8567c4b27/Willow-Profile.jpg" data-mid="133475571" border="0" data-scale="92" src="https://freight.cargo.site/w/999/i/c508f69fab60941f2bc2bf11771a912f236dbf0935ec49ca4d6e04b8567c4b27/Willow-Profile.jpg" /> Suspect profiles detailing each character’s background, relationship with Brad Boddy, and potential motives. The blog post and Professor Plum’s plaigiarized essay provided more insight into Brad Boddy’s relationships with the suspects. The scholarship form and PCL inventory sheet were filled out in pen the day of the event to provide more insight into Sloane Scarlet’s and Mrs. Peacock’s storylines. <img width="480" height="852" width_o="480" height_o="852" data-src="https://freight.cargo.site/t/original/i/a9978a173720d7491f4f468a775fc578b63d71d76f2080862497afabe6220bec/GwendolynGreen_BradBoddy-1.png" data-mid="134061301" border="0" src="https://freight.cargo.site/w/480/i/a9978a173720d7491f4f468a775fc578b63d71d76f2080862497afabe6220bec/GwendolynGreen_BradBoddy-1.png" /> <img width="480" height="852" width_o="480" height_o="852" data-src="https://freight.cargo.site/t/original/i/c179461344622baa3b334c8a9cafbf372b9934c97735035043aa3eb834bf8842/GwendolynGreen_BradBoddy.png" data-mid="134061303" border="0" src="https://freight.cargo.site/w/480/i/c179461344622baa3b334c8a9cafbf372b9934c97735035043aa3eb834bf8842/GwendolynGreen_BradBoddy.png" /> <img width="480" height="852" width_o="480" height_o="852" data-src="https://freight.cargo.site/t/original/i/a8e8b0697392a8c3a29a1e0d774932a1bdccda9e4d6d0f10c7cec421140900ab/SloaneScarlet_WillowWhite-1.png" data-mid="134061305" border="0" src="https://freight.cargo.site/w/480/i/a8e8b0697392a8c3a29a1e0d774932a1bdccda9e4d6d0f10c7cec421140900ab/SloaneScarlet_WillowWhite-1.png" /> <img width="480" height="852" width_o="480" height_o="852" data-src="https://freight.cargo.site/t/original/i/0f1f06b696bbfb1f832939f64cf5359f9e5785c61c2e0ad380ecfd7db634e234/SloaneScarlet_WillowWhite.png" data-mid="134061306" border="0" src="https://freight.cargo.site/w/480/i/0f1f06b696bbfb1f832939f64cf5359f9e5785c61c2e0ad380ecfd7db634e234/SloaneScarlet_WillowWhite.png" /> Text messages between characters clued participants into their locations and interactions. Interview transcripts detailing the conversation between the suspects and detective. The brief gave participants an overview of the case and their overall objective. An audio recording of a conversation between Brad Boddy and Professor Plum. &nbsp; An audio message from Gwendolyn Green to Brad Boddy. https://lucyywang.com/Dasani-SHORTLIST Sun, 09 Jul 2023 06:07:29 +0000 Lucy Wang https://lucyywang.com/Dasani-SHORTLIST DASANI Done in collaboration with Sandra Tsang and Joy Zhou THE ROLEAs a Strategist, I was responsible for writing the creative brief and molding the big idea into something that would make the campaign shine. I also conducted primary and secondary research, established the appropriate KPIs, target audience, and geographic profile, put together the submission deck, and designed the campaign’s activations. THE BRIEFDasani water tends to get polarized reactions from consumers in the U.S. Is it because of the added minerals, blue and green branding, or is it because the Dasani brand has just become the easiest to pick on? THE ASKWith a month’s time, build a brand marketing campaign that will change the sour perception of Dasani water for the better. THE RESULTThe Water Cases was featured on the Crowbar Awards Shortlist. Submission DeckCovers everything from research to brand activations.&nbsp; https://lucyywang.com/Whole-Earth-Provision-Co Sat, 19 Feb 2022 22:58:36 +0000 Lucy Wang https://lucyywang.com/Whole-Earth-Provision-Co WHOLE EARTH PROVISION CO. Done in collaboration with Gavin Bailey, Julie Tran, and Rain Zhou THE ROLEAs Project Manager, I was in charge of managing timelines and deadlines, quality-checking deliverables, and cultivating positive team chemistry. As Strategist, I conducted secondary research and designed the campaign’s experiential activations. THE CLIENTWhole Earth Provision Co. is a family-owned business based in Texas that sells shoes, clothing, and gear for outdoor adventure, travel, and more. They take great pride in their high-quality products, in-store experience, and environmental advocacy. THE ASKWhole Earth Provision Co. is planning to open their first out-of-state store in Eugene, Oregon and needs an integrated communications plan to guide their marketing efforts for the grand opening and first year of launch. THE RESULTMediaLux placed in the Top 5 Presentations out of 32 groups. Part 1 PresentationCovers MediaLux introduction, campaign scope, brand profile, competitive profile, target market profile, geographic profile, and media menu. Part 2 Presentation Covers comms platform, KPIs, flights, flowchart, and budget. https://lucyywang.com/CapMetro-1ST-PLACE Tue, 22 Feb 2022 07:05:24 +0000 Lucy Wang https://lucyywang.com/CapMetro-1ST-PLACE CAPMETRO THE ROLEAs the Recruitment Branding Intern, I’m in charge of creating print and digital deliverables and maintaining communication with the client. THE CLIENTCapMetro is the public transportation provider for over 1.3 million people in the Austin region. They provide a variety of transit services, including MetroBus, MetroRail, MetroAccess, and more. THE ASKCapMetro is hiring in their operations and administrative departments, and they need to get the word out!&nbsp; THE RESULTThe “It’s a Thing Around Here” was awarded 1st place in its category for the APTA Adwheel Awards. IT’S A THING AROUND HERE <img width="2268" height="5652" width_o="2268" height_o="5652" data-src="https://freight.cargo.site/t/original/i/cfdb66173d6f42943e16ba5c795cd065aa4d4794e3f9288c4fe24d323f28092a/PopUp_Banner.png" data-mid="134301051" border="0" src="https://freight.cargo.site/w/1000/i/cfdb66173d6f42943e16ba5c795cd065aa4d4794e3f9288c4fe24d323f28092a/PopUp_Banner.png" /> Digital Ad Print and digital deliverables from the hiring campaign. https://lucyywang.com/Dr-Hyekyun-Rhee-Asthma-Intervention-for-Young-Adults Sat, 19 Feb 2022 23:14:14 +0000 Lucy Wang https://lucyywang.com/Dr-Hyekyun-Rhee-Asthma-Intervention-for-Young-Adults DR. HYEKYUN RHEE - ASTHMA INTERVENTION FOR YOUNG ADULTS Done in collaboration with&nbsp;Wei-Ting Huang&nbsp;and Julia Schoos THE ROLEAs Creative Director, I was in charge of the overall interaction design, creative conceptual direction, and creating the Figma prototype. BACKGROUNDA majority of teens and young adults with asthma are not sufficiently prepared to transition medical care as they enter adulthood, leaving asthma self-management as an afterthought. THE ASKCreate an experiential activation that teaches teens and young adults how to self-manage their asthma. THE SOLUTIONBreeze Buddies, a mobile app that combines comfort gaming and asthma management. THE PROTOTYPE Click the screen to explore the Breeze Buddies prototype! https://lucyywang.com/Animal-Crossing-New-Horizons Sat, 19 Feb 2022 23:05:04 +0000 Lucy Wang https://lucyywang.com/Animal-Crossing-New-Horizons ANIMAL CROSSING: NEW HORIZONS Done in collaboration with Julia Schoos, Xinrui Shi, and Qingyuan Yang THE ROLEAs Interaction Designer, I was in charge of developing the unique interaction points for the overall experience and creating visual mock-ups. THE CLIENTAnimal Crossing: New Horizons was a highly anticipated Nintendo Switch title, but after it was finally released in March 2020, it didn’t take long for Animal Crossing fans to abandon the game as a result of burnout. THE ASKDesign an experiential activation that will address burnout amongst current Animal Crossing: New Horizons players. THE SOLUTIONPlay On!, a mobile app that lets you experience Animal Crossing: New Horizons on the go and interact with your villagers in a new way. Coded interviews with Animal Crossing: New Horizons players helped inform our two personas: Social Butterflies and The Creatives. Presentation detailing the mechanics of Play On! and its launch campaign. EXPERIENCE FLOWCHART <img width="11512" height="5236" width_o="11512" height_o="5236" data-src="https://freight.cargo.site/t/original/i/be9c75210bf16ca7c366b4109a6650176a30e1a851f1966452fa834ae9a7b725/Experience-Flowchart.png" data-mid="134079125" border="0" src="https://freight.cargo.site/w/1000/i/be9c75210bf16ca7c366b4109a6650176a30e1a851f1966452fa834ae9a7b725/Experience-Flowchart.png" /> Flowchart detailing how users can enter and navigate the entire experiential campaign. https://lucyywang.com/The-University-of-Texas-at-Austin-Office-of-the-Dean-of-Students Sat, 19 Feb 2022 23:13:35 +0000 Lucy Wang https://lucyywang.com/The-University-of-Texas-at-Austin-Office-of-the-Dean-of-Students THE UNIVERSITY OF TEXAS AT AUSTIN - OFFICE OF THE DEAN OF STUDENTS THE ROLEAs the Social Media Strategy Intern, I was in charge of copywriting and creating a strategic social media content calendar for UT’s Office of the Dean of Students social accounts. THE CLIENTUT’s Office of the Dean of Students houses eight office units that provide resources, services, and opportunities to enhance UT student learning and personal development. THE ASKIncrease student awareness of the Office of the Dean of Students and the resources and services they offer. THE RESULTDoubled post engagements on the @utdos Instagram and Twitter accounts. WHO WE ARE / WHAT WE DO Office of the Dean of Students:&nbsp;Instagram / TwitterLeadership and Ethics Institute:&nbsp;Instagram / Twitter Sorority and Fraternity Life:&nbsp;Instagram / Twitter Student Activities:&nbsp;Instagram / Twitter Veteran and Military Affiliated Services:&nbsp;Instagram / Twitter Legislative Student Organizations:&nbsp;Instagram / Twitter Student Conduct and Academic Integrity:&nbsp;Instagram / Twitter Student Emergency Services:&nbsp;Instagram / Twitter Legal Services for Students:&nbsp;Instagram / Twitter A nine-post campaign highlighting the Office of the Dean of Students as a whole and each of its units.FLASHBACK FRIDAYS Dean of Students Open House (2008):&nbsp;Instagram / Twitter LEAP Graduation (2009):&nbsp;Instagram / Twitter Sorority and Fraternity Retreat (2008): Instagram / Twitter Spring Student Organization Fair (2013):&nbsp;Instagram / Twitter Veterans Day (2014):&nbsp;Instagram / Twitter Campus-Wide Elections Candidate Seminar (2013):&nbsp;Instagram/ Twitter Conduct Appreciation Brunch (2016 - 2017):&nbsp;Instagram / Twitter Know Your Rights Seminar (2015):&nbsp;Instagram / Twitter Dean’s Dozen (2010):&nbsp;Instagram / Twitter A nine-post campaign featuring photos from previous Office of the Dean of Students events. UT OUTPOST We’re Officially on Social!:&nbsp;Instagram / Twitter Did You Know?:&nbsp;Instagram / Twitter How to Use UT Outpost:&nbsp;Instagram / Twitter The first three posts launching the new @utoutpost Instagram and Twitter accounts.