Cassandra (an Engine Group brand) had pitched to Birthright. Unable to decide between Cassandra and globally acclaimed agency IDEO, on Monday Birthright asked Cassandra to design a brand new Birthright trip and pitch it that Wednesday. With both Cassandra Creative Directors out for the week, I (the Senior Copywriter of Engine Group) stepped up and stepped in. Briefed Monday afternoon, I spent 16 hours talking with past Birthright participants, real Israelies, collaborating with graphics and strategically applying Gen-Z insights to my storytelling and narrative building skillset.
The result? A narrative Birthright journey that beat IDEO and won Engine Group a $500k client.
- Project Roles
- Content Strategist, Copywriter, Creative Director, Editor (Copy)
- Copywriting, Creative Direction, Creative Strategy, Editing
- Pitch Decks
- Project Industries
- Advertising, Travel/Tourism