As the final project in USF’s Media Planning & Buying course, taught by Pinterest VP Stacey Malone, I developed a full-scale national launch campaign for a functional energy beverage brand targeting Millennial creatives, athletes, students, and gamers. My work included brand identity design, media strategy, and creative concepting across paid, owned, and earned channels. I designed a multi-channel plan utilizing a $25 million simulated budget, developing a data-backed strategy that incorporated public transit ads, social campaigns, influencer partnerships, experiential events, and a comprehensive guerrilla campaign featuring artist collaborations and urban placements. Deliverables included 3D product mockups, branded merchandise, campaign posters, video ad direction, outdoor applications, and a custom visual identity for 4REAL. This project combined research, creative direction, and strategic thinking to demonstrate how media buying and branding work in harmony to launch products that matter.