State of the YAYA Report - Instrospection
State of the YAYA Report - Instrospection
MOJO Ad - Spring 2024
MOJO Ad is the premier student-staffed, full-service agency at the University of Missouri. Each Spring, teams at MOJO Ad produce the State of the YAYA report. Originally coined by MOJO Ad, “YAYA” refers to the youth and young adult market, which is 18 to 24 year-olds. These consumers are at a pivotal stage of life in which they are developing their identities and undergoing major life changes. I was selected to serve as the Art Director for Team Encore. Our section of the report was focused on the attitudes and habits of YAYAs in the Entertainment Industry. Below you will find examples from our creative process throughout the semester, as well as a PDF of our final report and a video recording of our final presentation.
Concept Ideation
Introspection - Concept Explanation
Amidst the complexities of the modern era, YAYAs turn to entertainment as a sanctuary – a place where they find solace, comfort and connection. YAYAs don’t shy away from their emotions, instead using them to tackle uncomfortable truths and process the world around them. Using entertainment as a mirror, they look deep within themselves to discover who they are.
In their favorite movies or TV shows, they find pieces of themselves reflected in characters. Their lovingly curated playlists are in perfect harmony with what they feel at any given moment. In immersive video game worlds, they choose their own adventures and become heroes.
Even when they’re mindlessly scrolling through TikTok or putting on a background show while they work, entertainment allows them to take control of their own narrative. As we journey deep into the YAYA psyche, the story of entertainment as a conduit for self-expression and emotional discovery unfolds. In the quiet moments of introspection, YAYAs find not only solace and comfort but also the courage to confront their own truths and emerge stronger, wiser and more self-aware.
Vision Board
Layout Sketches
Planbook Cover - First Draft
Style Guidelines
Colors
The concept of introspection revolves around emotions and how they drive entertainment choices. When going through our research, four key emotions stood out. Drawing on our inspiration from mood rings and auras, we wanted to choose a gradient that was evocative of each emotion.
Photo Treatments
Our photo treatment style was a crucial part of our creative concept. We edited our photos using a gradient map in Photoshop to create an effect that was evocative of heat maps, as if we were mapping the subjects emotions as they interacted with entertainment.
Social Posts
Introduction to Introspection - Instagram Carousel
Melancholy Data and Insights - Instagram Carousel
Overwhelmed Data and Insights - Instagram Carousel
Final Report &
Presentation
The state of the YAYA live webcast on May 1st drew in 200+ viewers on zoom and 50+ in-person attendees. The recording of our webcast is available on Youtube. In addition to being one of the presenters for my team, I also worked alongside my team’s graphic designer to execute the design of our slide deck. I also worked closely with our copywriter and strategists to ensure the slide deck was optimized for all the the data and insights included in our presentation.
Our planbook is 28 pages long and includes all of the data and insights from our research. I designed the book entirely in InDesign, and used different color swatches than our original palette to ensure the best print quality. To view the book in it’s entirety, please use this link.