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Roy Kaufman, Creative Director and Strategist
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Angel Soft Angels

CHALLENGE
The Angels are back, in a big way! One of the most iconic Georgia Pacific brands is Angel Soft. It’s been reinforced to stand up to more, but without losing any of it’s softness. So GP came to my team and asked us what we could do.

GROWTH
Our big idea was “A Day in the Life of the Angels”. What would an Angel do at work? What about after work? Do they hang out after a shift? All of our executions were about their backstory, and even put people at the center of the story to see what it’s like to wear the wings.

ROLES
Assoc. Creative Director
Art Direction/Design
Concepting
Design (UX/UI)
Team/Creative Client Management

MEDIA
Digital
Mobile
Social
OOH

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  • Case Studies
    • Angel Soft
    • Amdro
    • Brawny Broadcast
    • Brawny Clean Freaks
    • Coke Zero
    • Coke Secret Ingredients
    • EMPOWER/GREAT WEST
    • Gold Peak Tea
    • GRAMMARLY
    • GUARDIAN GYM
    • L’Oreal Xbox
    • Moxie Demo Reels
    • MUZIK IS MORE THAN SOUND
    • Nestea The Yes Tea
    • OpenVape
    • Quilted Northern
    • Sparkle
    • Star Trek/Verizon
    • Tough Phone
    • Verizon Small Biz
    • Verizon Equalizer
    • Verizon CRM
    • Verizon Gospel
    • W+
  • Experience
  • Contact