Media Specializations
Every integrated campaign runs through four channels — Paid, Earned, Shared, and Owned media. Filter below to see how each one plays out in practice.
Open Mind
Paid Media
The creative brief behind the campaign, the reasoning for the tagline, and where the buy actually runs — timed to LA Metro's free student GoPass program.
- Creative brief
- Tagline strategy
- OOH, digital & print placement
Open Mind
Earned Media
"AI Is the New Literacy. Treat It Like One." — a CEO-bylined op-ed framing AI literacy as a public good rather than a product pitch.
- Thought leadership op-ed
- Media strategy note
Open Mind
Shared Media
"5 Things You Didn't Know You Could Do With AI — For Free, Right Here in LA," plus the four-post Instagram series and the LAUSD parent newsletter placement.
- Blog post
- Instagram series (4 posts)
- Newsletter design
Open Mind
Owned Media
A full SWOT on Alphabet and three strategic recommendations, each with the success metrics that would prove it worked.
- SWOT analysis
- 3 recommendations
- Success metrics
Rare Hair
Paid Media
The creative brief behind the campaign, the billboard and bus-shelter headlines, and a social buy built accessible-first — alt text, captions, and audio description as standard.
- Creative brief
- OOH headlines
- Accessible social ads
Rare Hair
Earned Media
The launch news release, plus an opinion piece — "The Beauty Industry Has a Blind Spot. Rare Hair Fills It." — making the research-backed case for inclusive packaging.
- News release
- Opinion piece
- Media target list
Rare Hair
Shared Media
A community-built layer: the #BeautyYouCanFeel challenge, blind and low-vision creators sharing tactile routines, and partnerships with disability organizations.
- #BeautyYouCanFeel
- Creator UGC
- Community partnerships
Rare Hair
Owned Media
The channels Rare Beauty controls — the launch FAQ, an accessibility-first landing page, email education series, blog, and a launch event at the Beverly Hills Hotel.
- Launch FAQ
- Landing page & email
- Launch event