Hunter Kelly

NYC

Creative strategist with 7 years of experience making ads.

I’m a...

Country Mouse In The Big City
I’m proud to bring the pragmatism of my rural, working class upbringing to the board rooms of Madison Avenue. 

Ambidextrous Thinker
I believe tapping into both “sides of the brain” is crucial to great strategy – that a gut feeling for the bigger picture of things is just as powerful as a revealing piece of data.

Planner Who Believes Greatness Can’t Be Planned
In my experience, the best laid framework will never be as creatively fruitful as staying flexible and knowing how to pounce on opportunities as they come. 

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JANSPORT - #LightenTheLoad

BACKGROUND
JanSport is America’s favorite back-to-school brand, doing the majority of their business in the few months before school starts each year. But when a nation-wide quarantine kept kids from going back to school in person, JanSport came to my team for a corporate social responsibility initiative that would keep the brand top of mind for Gen Z’ers. 

STRATIGIC UNLOCK
Prior to the pandemic young people were already struggling with widespread mental health issues. Now with looming isolation, an uncertain future, and widespread civil unrest, this generation desperately needed support. Instead of addressing this issue like other brands who sold merch for a cause or employed celebrities to make PSAs, we took a social first approach. We recruited Instagram and TikTok’s most followed therapists to give practical advice on real issues that young people were facing everyday and made it accessible to all. Ultimately we encouraged thousands of young people to share the struggles they carried instead of isolating.




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