Step in Strong

overview

STC 434 Advertising Campaigns is a capstone course at the University of Miami in which students develop a full-scale advertising campaign encompassing secondary and primary research, strategic planning, creative development, media planning and campaign evaluation.

ask

Develop a Miami-centered awareness campaign for Game Face Grooming’s Sneaker Wipes that builds on a halo effect around the brand's existing license with the Miami Heat, creating a scalable framework to expand into six additional cities with NBA licenses.

A lifestyle-driven, multi-platform campaign built around the insight that clean sneakers are silent storytellers. Launching in Miami in Q1 2026, it combines digital
storytelling, influencer giveaways, streaming ads, and OOH placements to reach Marco throughout his
day naturally. Social media and experiential activations will build awareness and trust.

idea

my role

Copywriter and Social Media Strategist

creative client and competitive analysis

Competing sneaker care brands and indirect disruptors are elevating their creative to influence consumer perception.

There are several key takeaways on their creative edge:

strong visuals are key to successful engagement.

Jason Markk and Liquid Death rely on bold, distinctive visuals in their campaigns and partnerships, helping them create memorable moments that keep their audiences engaged.

consumer-friendly, ugc-reminiscent content is winning.

Liquid Death and Crep Protect excel at creating owned social media content that feels authentic and relatable, allowing them to show up on social media in a much more approachable manner.

golfers may be an untapped market for the client.

Game Face Grooming’s strong one-off collaboration with Cole Parks shows that golfers, who care about a polished look on and off the course, may be an ideal audience for the brand’s Sneaker Wipes.

The core target is Miami’s young luxury-lifestyle professionals (24–34) in Brickell, Wynwood, and Miami Beach. Predominantly male, single, and college-educated, they work in finance, real estate, hospitality, sales, or marketing, earning between $75,000 and $95,000 with potential for upward mobility. Confident, sociable, and image-conscious, they invest in grooming, sneakers, and polished presentation. Leisure spending goes toward nightlife, brunches, fitness, and travel, where stylish yet practical luxuries signal status. Clean sneakers serve as a marker of professionalism. They value portable, no-mess solutions: speed, aesthetics, and convenience, and are highly active online, curating their lifestyles through posts, comments, and scrolling.

Marco (25)

primary target market

Whether Marco is working toward a promotion at his finance office in Brickell, hitting the bench at his overpriced gym, meeting his Hinge date at Casa Tua, or staying up until 6:00 a.m. at Club Space with his friends, he cares a lot about how he is perceived, and Game Face Grooming enables him to feel more confident in his Miami lifestyle.

Step in Strong.

big idea

Digital OOH in Brickell

Digital OOH in Brickell

Miami Metrorail OOH

Utilize relevant, in-person touchpoints to educate and build awareness for Game Face Grooming’s Sneaker Wipes.

brand activations

The Spot Barbershop

Miami Marathon

Wynwood Mural

Leverage content themes to educate, engage and create awareness surrounding Game Face Grooming.

social media mockups

Game Face IRL

Culture

Giveaways

Wipes Wednesday

Build excitement for around Game Face Grooming’s upcoming Ultra Music Festival out-of-home campaign with influencer gift boxes.

influencer gift boxes

Selected influencers will receive a curated festival-ready box featuring the signature sneaker wipes along with a lineup of essentials tailored for high-energy music festival weekends. This limited-edition box will set the stage for our major March presence, where Game Face Grooming will roll out a full Metro display ad takeover throughout Miami during Ultra.

Influencer boxes are one of the most powerful tools for brand visibility, offering exceptional ROI through authentic, high-impact social content. When creators unbox and share products in real time, brands benefit from genuine endorsements, increased reach, and a wave of user-generated content that fuels excitement and awareness. As a pre-event activation, influencer boxes spark early buzz, build anticipation, and ensure Game Face Grooming is top-of-mind for festival-goers long before Ultra begins.