Integrated Ad Campaign - Miami Ad School (2012)
RAID
The RAID “Yummy” campaign plays on the irony of how delicious food is not just tempting to us—but to bugs, too. While we might see food as nourishment or indulgence, insects see it as an open invitation. This campaign reframes Raid not just as an insect killer but as a smart, preventive solution. From animated bugs crawling across the screen to subway ads where pests “spell” words like “jackpot” or “yummy,” the campaign visualizes how insects are drawn to our homes—until Raid intervenes.
The idea was conceptualized and produced while I was studying at Miami Ad School, driven by an insight into pest behavior and digital user interaction. From art direction to visual language, I created a multi-platform rollout—from print to web—where bugs become the medium to deliver the message.
"Not just an insect catcher. It’s Raid."
"Get the answers. Feed the bugs."
Food will always attract bugs—but Raid turns your space back into yours. This campaign uses visual irony to elevate Raid from a passive product to an active defender of your home.
The campaign aims to disrupt passive engagement with pest control products. It reframes RAID as not only reactive but proactive—connecting with audiences through humor and discomfort, and sparking recall through visually unexpected formats.
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Household pests are drawn to food, trash, and crumbs.
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Users often don’t think about prevention until bugs show up.
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Raid is seen as a utility product, not something with emotional or creative branding.
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Bug infestations feel like a loss of control over personal space.
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Conceptually bold visual executions across web and out-of-home
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Reinforced brand tone with ironic, witty visuals
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Engaged digital users through interaction-heavy mockups (crawling bugs on search bar, etc.)
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Executed while studying at Miami Ad School with full visual art direction done independently
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Bridged digital and physical media to emphasize Raid’s ubiquity and usefulness
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