Miss Conceptions

Miss America 2.0
VMLY&R | 2018
CHALLENGE: Make an archaic and misunderstood organization relevant.

CONCEPT: In 2018 Y&R launched Miss America 2.0 – a complete rebrand of the organization and eliminated the swimsuit contest. For the launch, we created a content series called “Miss Conceptions" that debunked stereotypes about the Miss America contestants.

RESPONSIBILITIES: Creative Concept Development, Creative & Art Direction, Editing Supervision

AWARDS: Cannes Bronze x1, Cannes Shortlist x2