This document provides biographical information and case studies for Soleyl D'Angelo, a strategic planner. It outlines her background growing up in a diverse family which fostered logical reasoning, creativity, and connection. It then presents three case studies where she developed advertising campaigns for MODA museum, Abe's dairy-free products, and Dr Pepper. Each case outlines goals, insights, challenges and consumer truths uncovered through research. Creative executions are presented for each campaign.

1. SOLEYL D’ANGELO
STRATEGIC PLANNER

2. INDEX
4BIOGRAPHY
8
MODA
CASE STUDY
12
ABE’S
CASE STUDY
16
DR PEPPER
CASE STUDY
20
RESUME

3. SOLEYL D’ANGELO
STRATEGIC PLANNER

4. “You can’t connect the dots looking forward; you can only
connect them looking backwards. So you have to trust that
the dots will somehow connect in your future.”
LOGIC AND REASONING
CREATIVITY
CONNECTION
4

5. LOGIC AND REASONING
I come from a humble, yet strong, European family.
Growing up in a buoyant South American capital, I was
exposed to a multi-culturally diverse environment from the
very beginning. I was raised by two strong, independent
matriarchs, my mother and grandmother. Both were methodical
role models with a keen interest in the sciences, which taught
me the impact mathematics and reasoning have on daily life: on
the way we perceive, think, and act with the
world in us and around us. This is the main reason my first
passion was engineering.
CREATIVITY
As I grew up and my inner voices grew stronger,
I realized that even though numbers came easy to me, it was
not my true calling. Creativity and abstract thinking, specially its
ability to leapfrog over the linear thinking common to
reasoning, just felt more close to my heart. That’s why I switch
to Advertising. Changing careers midway was a tough decision,
but I’ve never felt more fulfilled.
CONNECTION
I was an only child for most of my life, and quite timid
I might say. Why is this relevant? Because in my early years
I had to choose between two paths: A. allow shyness get the
better of me, or B. step out of my comfort zone and connect
with others. I chose the latter. Saint Augustine once said,
“Friendship is essential to life. We need each other. We need
connection.” Every living thing craves connection, it’s a basic
need. I embraced this notion from those early days as I
developed a keen sense to understand and connect with
others, be it friends, coworkers, or customers.
Today, now a bit older and wiser, I find true joy in working
with others, no matter their personalities or backgrounds,
while bringing out the best out of people.
5

6. I have embraced different d ts
in my lifetime.
Sometimes these dots seemed
very disconnected from each other.
But now I understand that each one of them
played a critical part
to bring me where I am today!
And for that I’m grateful.
For that I’m a potentialite.
SOLEYL D’ANGELO
STRATEGIC PLANNER
PASSION
6

7. CASE
STUDIES
7

8. BACKGROUND
Museum of Design Atlanta (MODA) is the only museum in the Southeast devoted to the study
and celebration of design. It functions in a unique way: they are a non-collecting institution and
showcase one-of-a-kind exhibitions. It has proven to be a result-driving organization,
established as a youth education leader.
CASE STUDY
GOALS
Shift and solidify MODA’s
perception by earning the
support and involvement of
professional designers
in Atlanta.
INSIGHT
We understand and appreciate
design far more when we are
acquainted with the process and
not just the end result.
CHALLENGE
Be a leader in the museum
category and own design.
CONSUMER
Designers
Non designers
Occasional goers
STRATEGIC PILLARS
Branding: Minor tweaks. Active messaging
Advertising: Less speaking to, more interacting with.
Alliances: We promote them. They promote us.
Social: Interact. Demonstrate. Promote.
8

9. RESEARCH
COMPANY
TRUTHS
CONSUMER
TRUTHS
MODA
preserves history
as it is being made
Willing to challenge
the norm
Inherently social
Designers
go to museums with the
purpose of having the
opportunity to learn
Occasional
goers
are looking for
experiences that
spark something on
children that makes
them want to
learn more
9

10. CREATIVE EXECUTIONS
10

11. IN COLLABORATION WITH
Humberto M. Belli l Copywriter
Alejandra Briceño l Art Director
Henry Crompton l Account Planner
Nevaldo Shepherd l Art Director
11

12. BACKGROUND
ABE’s Dairy Free is a family business, created to soothe Abe’s (son of one of the owners) cravings,
who has food allergies, so they came up with a line of snacks he could eat.
Currently, ABE’s sells its product only to supermarket chains. They want to own the category and
persuade the buyers that it is a new, expanding, and lucrative branch to jump into.
CASE STUDY
GOALS
Strengthen ABE’s presence
in the non-dairy segment,
reach out and create
awareness among the
Vegan sector.
INSIGHT
We feel guilty saying no
when we can’t effectively
communicate the why,
so let’s communicate the
why in a way kids
understand best.
CHALLENGE
Abe’s is not big, yet. They
have no online presence,
and the company is limited in
terms of budgeting. We need
realistic, executable ideas.
CONSUMER
Allergy-conscious
millennials parents and kids.
STRATEGY
Brand Personality: Appeal to kids and the general public.
Branded Content: Appeal to parents and the Non-Dairy/Vegan
Crowd through Social Media, packaging and alliances.
WON CLIENT PITCH
12

13. RESEARCH
COMPANY
TRUTHS
CONSUMER
TRUTHS
CATEGORY
TRUTHS
1St
national brand of
dairy free muffins
Blue ocean waters
Great taste
“Niche” market
1 In 3 americans
are dairy intolerant
Low risk products
Trustworthy brands
Food allergies in kids
have risen 18% in
the past 10 years
We want parents and
kids to ask for Abe’s
Dairy
intolerance
is the single largest
food sensitivity
“Fresh Every
Day”
Mentality Growing
41%
of consumers
interested in trying
new flavors
13

14. CREATIVE EXECUTIONS
14

15. IN COLLABORATION WITH
Zuheir Kotob l Art Director
Matt Neustadter l Copywriter
Maria Rodriguez l Art Director
Maya Thompson l Account Planner
15

16. BACKGROUND
The demand for CSD’s (Carbonated Soft Drinks) has dramatically changed in the U.S. but Dr Pepper thrives
and remains resilient, given its unique predisposition. Since 1885, the brand has taken an unconventional
approach, from flavor to distribution. It commands intense fandom and brand love.
CASE STUDY
GOAL
Create a unique, tailored,
evergreen program with a
long shelf life.
INSIGHT
To be yourself in a world
that is constantly trying
to make you something
else is the greatest
accomplishment.
OPPORTUNITY
Harness Dr Pepper’s
current fan base passion
and use it as a means to
both increase frequency as
well as recruit new users.
CONSUMER
The young
nonconformists, authentic,
gamers, electronic junkies.
STRATEGY
To encourage people to
eliminate the full stops
when it comes to their
uniqueness.
BIG IDEA
Uniqueness can’t
be stopped.
16

17. RESEARCH
COMPANY
TRUTHS
CONSUMER
TRUTHS
CATEGORY
TRUTHS
Oldest carbonated
soft drink
Most differentiated
brand
No close alternative
More demand
than supply
98%
say “being true to
myself” is very important
Index high on playing
video games, billiards,
fantasy sports,
and reading & collecting
comic books
#1
in its flavor
category
#2
overall flavored
CSD in the U.S.
Slumping, economy
increased health
consciousness
17

18. CREATIVE EXECUTIONS
18

19. IN COLLABORATION WITH
Zuheir Kotob l Art Director
Matt Neustadter l Copywriter
Maria Rodriguez l Art Director
Maya Thompson l Account Planner
19

20. 20
Miami Ad School | Miami, FL
Account Planner
Jan 2016 – Mar 2016
Abe’s Muffins
- Created advertising campaign to strengthen
presence and brand awareness within vegan
consumer market.
- Developed smart, budget-conscious content
strategy in alignment with the company’s limited
budget, including new social media campaign,
innovative product packaging, and cheap printables.
Dr. Pepper
- Created unique, tailored-made advertising
campaign tailored to Dr. Pepper, evergreen program
with a long shelf life.
- Develop strategy based on prints and an online
platform using social media and social apps, with
the aim of encouraging young millennials to
embrace their uniqueness.
MODA (Museum of Design Atlanta)
- Created advertising campaign aiming to solidify
brand by by earning the support of professional
designers in Atlanta.
- Develop strategy around real, social interactions,
alliances with art & design community, and smart
physical advertising.
Supermarket Creative | Miami, FL
Social Media & Events Intern
Sep 2015 – Dec 2015
- Worked tightly with founders to create marketing
campaigns for top multinational brands spanning
Consumer Goods, Real Estate, Retail, Hospitality,
and Fashion.
- Curated content for all social media accounts (IG,
FB & Twitter). Tracked weekly and monthly social
media efforts.
- Developed marketing tactics with founders to
increase online traction, post engagement, leads
and brand awareness.
Miami Ad School | Miami, FL
Grad Mar 2016
- Account Planner Program
- Abe’s Muffins Client Pitch (Won)
Florida International University | Miami, FL
Grad May 2015
- B.S. in Mass Communication
(Major in Advertising, Minor in Marketing)

21. 21
- Covered art and cultural relevant events around
town as amateur photographer, including Art Basel
with over 267 gallery collections and 77,000
attendees from 110 countries.
- Coordinated vendor logistics of +1,500 attendee
corporate holiday party for leading brand in the
Energy Drink market.
- Coordinated vendor logistics, including
walkthroughs, reception, and deadlines, in official
launch of fashion design collection for a top
global fashion brand.
Adrienne Arsht Center for the Performing Arts
(Largest in South Florida) | Miami, FL
E-Marketing Intern
Aug 2014 - Nov 2014
- Organized online campaigns in Google Ad words
and provided basic reporting for different shows
across email and social media platforms.
- Performed web analysis to improve the user
experience in the Arsht Center Website.
- Coordinated production workflow, including
scheduling, routing, and deadline management for
all advertising, publications, and print collateral.
- Insured the accurate and timeliness of routing of
collateral and ad placement, as well, as the traffic
creative to and from outside agencies and partners.
- Provided post-show summary reports, outdoor
kiosks inspections and attended staff meetings
in a weekly basis.
- Fluent in English and Spanish, proficient
in Portuguese.
- Strong numerical and mathematical skills
(short engineering background).
- Proficient in all Social Media platforms.
- Strong team and interpersonal skills.
I love people!
- Good high-pressure, fast-paced environments.
- Yogini and Mindfulness practitioner
- Travel enthusiast.
- Licensed Real Estate Agent
(State of Florida)
SOLEYL D’ANGELO
STRATEGIC PLANNER

22. 23
SOLEYL D’ANGELO
STRATEGIC PLANNER
CONTACT ME
me@soleyl.co
(407) 968-3482
3301 NE 1st Avenue
Miami, FL 33137

23. “On the surface we appear separate
from our surroundings, but under the
surface there is a connection that
binds us all. Similar to how on the surface
embroidery appears separate from its
background, but underneath the surface
it’s all connected.”
- Alan Watts -
22

24. SOLEYL D’ANGELO
STRATEGIC PLANNER
PHOTOS BY:
SOLEYL D’ANGELO