For my capstone project, I collaborated with a team to develop a comprehensive, research driven campaign plan for S.T.A.Y., a luxury automotive entertainment brand. The project involved conducting in depth secondary and primary research to understand the market landscape, target audience behavior, and key opportunities for brand growth. We analyzed the brand’s positioning, strengths, and challenges, and identified a critical need to clarify its identity and expand its appeal beyond a niche audience. Based on these insights, we developed a strategic framework centered on repositioning S.T.A.Y. as an immersive, interactive experience rather than a traditional automotive product. I contributed to shaping the target persona, creative direction, and overall messaging strategy, ensuring alignment with consumer motivations around social engagement, experiential value, and accessibility. The final deliverable included a fully integrated campaign plan with a clear big idea, supporting creative executions, media strategy, and evaluation methods, demonstrating both strategic thinking and practical application of advertising and public relations principles.