Learner's Odyssey
Role
Copywriter
Date
Spring 2026
Campaign Highlights
For my capstone, I served as a copywriter for the prestigious MOJO Ad. MOJO Ad is a full-service student-run ad agency that only 5% of Strategic Communication students get to work with. As a member of my creative team, I created a campaign for MOJO Ad's annual State of the YAYA (Youth and Young Adult Market). My team was tasked with the question: What is true knowledge?
Ask:
Determine how YAYAs (18-to-24 year-olds) view true knowledge, especially in regards to formal education, digital smarts, and learned experience.
Insight:
For YAYAs, the path to true knowledge is not as simple as in past generations. Formal education no longer serves as the end-all be-all for expertise. Rather they start in formal education and weave this knowledge together with digital smarts through their learned experience.
Idea:
Define this shift as the Learner's Odyssey: the journey YAYAs embark on to obtain knowledge, visiting three different planets: Academia, Tech, and Life.
Final State of the YAYA Presentation Script
I was tasked with writing the final presentation script for our campaign. I worked with my team's art directors to line the script up with the presentation's visuals. Read the full script here.
Final Presentation Video
Script Highlights
"The Learner’s Odyssey takes YAYAs through dimensions of knowledge that exist beyond what young adults have known before. Worlds they are the first humans to set foot on, forced to find a way forward with no instructions."
"YAYAs sit distracted in lectures — not out of boredom — but because their attention has tuned to a different broadcast of digital self-sourcing and trial and error. They haven’t dropped out; they’ve tuned out."
"Despite this fluency, YAYAs often receive skepticism. Older generations see screens, not skill. What gets framed as addiction, actually optimizes their potential."
"For decades, the journey was simple. Sit in a stale classroom under harsh fluorescent lighting, while years of textbooks and lecture halls offered a monotonous gateway to knowledge. Society began to worship higher education and Americans bowed before the diploma."
"In an endlessly shifting world, YAYAs wield technology like a Swiss Army knife. Their phones act as navigators, reminders, and assistants, while YAYAs remain firmly in the driver’s seat."
"In a universe overflowing with answers, YAYAs have chosen questions, and with them, a lifetime of embarking on the Learner’s Odyssey."
Planet of Academia Post
Planet of Tech Post
Learner's Odyssey Campaign Posts
I worked with my team's art directors and strategists to write the statistics in each of the graphics and videos, as well as the captions for each of the posts.
Planet of Life Post
Learner's Odyssey
Campaign Videos
I worked with my team's art director and video producer to write the copy in our campaign's stop motion videos and the captions for the video posts.
Planet of Academia Video
Planet of Tech Video
Planet of Life Video
Narrative and Insights
I worked with my team's strategists to craft our final presentation's narrative and insights. Our presentation dived into how YAYAs (Young and Young Adult/18-24 years old) constitute true knowledge.
