This document proposes concepts for a personality campaign featuring two reporters from The News Journal: Esteban Parra and Maureen Milford. It provides background on the target audience and messages. Four concepts are presented: 1) Focusing on the reporters' determination and intellectual discipline through simple photography. 2) Illustrating the reporters' topics and personalities. 3) Stylizing the reporters as "movie stars" in a slick, polished style. 4) Portraying the reporters as "super heroes" through a colorful, action-oriented, transformative story. The overall goal is to demonstrate The News Journal's commitment to local coverage and build trust with readers.