Valero Plus

For this campaign project in my copywriting course, I led strategy efforts and helped develop the creative concept in response to the prompt, “What do you hate?” My team landed on the insight that many women feel unsafe or inconvenienced when pumping gas alone—especially at night. We reimagined full-service gas stations as a modern solution, targeting safety and comfort for women drivers. Through research, we learned gas stations are one of the top locations where human trafficking cases are reported, reinforcing the need for a safer experience. I headlined the campaign with the concept Valero Plus: Fueled by the People—a brand extension that repositions Valero as a more welcoming, service-oriented space.

I was heavily involved in early campaign design using Photoshop and led the messaging tone across channels. I wrote the radio ad script (30- and 15-second versions), shaping the brand voice with confident, empathetic narration. I also contributed to strategy for multiple deliverables, including out-of-home billboards, Instagram ads, and magazine print placements targeted to women. This project showcases my strengths in brand strategy, concept development, copywriting, and visual design.