OVERVIEW: Developed a consumer behavior strategy and integrated marketing campaign for EverGuard, a wearable airbag that deploys during a fall to prevent serious injury. Built the campaign around the insight that the product's real value is emotional, not just physical protection. Grounded the strategy in a 5C's analysis and Experiential Vision Statement, then translated it into print and video creative tied back to specific judgment heuristics, social influence norms, and brand personality dimensions.

RESPONSIBILITIES: Conducted primary consumer interviews to inform the target segment, barriers to adoption, and underlying values; lead contributor to presentation design.

TECHNOLOGIES USED: Canva, Claude for image generation.