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Art Director/Creative Strategist
Agency: Acadia
Red Roof Inn
Red Roof came to us as a social media partner, but quickly expanded our role to concept and direct bespoke national campaigns across channels. With a social-first approach guiding every platform, I’ve led creative that extends into digital video, OOH, and experiential — building brand awareness and trust with millennial families and pet-friendly travelers through bold, multi-channel storytelling.
Red Roof Inn National Campaigns — Concepted & Directed Three Years in a Row
CCTV, Digital (Social, Website, Email, Meta), Print (In-Store Signage)
What makes a summer road trip unforgettable? It’s the unexpected possibilities discovered along the way. For three consecutive years, I've concepted and directed Red Roof’s national summer campaign — each time raising the bar with bolder visuals, sharper humor, and fresh storytelling.
How a Pet Month Campaign Became a Social Breakthrough
Organic & Paid Social Media
Our goal was to develop a compelling campaign that would make a splash on social media. Recognizing the familiarity of the "Pets Stay Free" messaging associated with Red Roof Inn, we decided to shake things up and flip that on its head for National Pet Month. Introducing the 'Humans Stay Free' campaign, where we made pet owners be the ones to 'Stay' for a change. I conceptualized this campaign, wrote the scripts, and directed the project through post-production.
Turning Constraints into Creativity: Featuring Myself, My Husband, and Our Dog
Art Director/On-Set Director/Talent
Red Roof Inn required a dynamic social media campaign, combining both organic and paid strategies, to highlight the traveler experience. Despite limited resources and a tight schedule, I conceptualized this campaign and directed the project through post-production to develop the ultimate fall road trip. We proposed featuring Red Roof's first queer couple (Yes, that's me and my husband), resulting in exceptional engagement rates, marking a milestone for the brand's online presence.
Social-First Strategy That Scaled the Brand
I developed and led Red Roof’s social media creative strategy, shaping content that fostered engagement, built brand trust, and positioned Red Roof as the go-to choice for millennial families and pet-friendly travelers.
In Less Than One Year We Saw...
2.3M
Total Users Reached
40%
Increase in Total User Impressions
70%
Increase in Daily Average Reach
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