Request For Proposal Spec
In the world of advertising, an RFP is where the journey begins—a chance to impress new clients with bold, fresh ideas before contracts are signed. Dive into a collection of RFP spec work that helped win accounts and shape brands. Here, the sky was the limit—no guardrails, no boundaries, just pure, unfiltered creativity. From high-concept campaigns to daring reimaginings of brand narratives, this assortment of pieces showcases the breadth of work that started with a blank canvas and turned into business-winning pitches.
Agency: Runyon Saltzman, Inc.
Creative Director: Steve Fong
Writer: Montana Strohl-Roy
Art Director: Rachel Ruddick
California State Univesity System
Change Starts With Us
Being Californian requires a very special mindset. Because living here presents a unique blend of incredible perks and formidable challenges. From breathtaking natural landscapes to the relentless threats of droughts and wildfires, California offers a juxtaposition of opportunities and obstacles. It is this nuanced perspective that defines what being Californian is all about—a recognition of the bigger picture.
This campaign direction positions CSU as the epitome of what it means to have a California state of mind. Schools that are already tackling some of the most pressing issues facing our state, and empowering students to make a lasting impact in their communities. It’s time to reclaim "state school” as a term of endearment and pride. After all, as the largest state school system in the world, CSUs are undoubtedly the best place for young folks to contribute to the conversations shaping the future of our state.
Agency: Runyon Saltzman, Inc.
Creative Director: Steve Fong
Writers: Montana Strohl-Roy & Alicia Frescas
Art Director: Becky Rath
Alzheimer’s: California Department of Public Health
Break Through Alzheimer’s
One of the first things that folks who have Alzheimer’s disease report noticing about their symptoms is having words on the tip of their tongue that they can’t remember. This text-based campaign takes on a first-person perspective with missing words, anchored by a message of hope that we have the power to fill in the gaps, be it with care, support, resources, or all of the above.
Agency: Runyon Saltzman, Inc.
Creative Director: Steve Fong
Writers: Montana Strohl-Roy & Alicia Frescas
Art Director: Rachel Ruddick
Los Angeles Community Colleges
Made for LA
Hometown pride runs deep. Angelenos embrace the good, the bad and everything in between. They rock a Dodgers jersey with swagger. They celebrate their rich culture. And they root for a good success story made right in their backyard.
That hometown love is what sets LACCD apart from the rest. Students receive a custom college experience made for them, and for making it in the local and regional job market. Our flexibility lets them choose the schedule, remote learning and certificate programs that align with their needs. Multicampus learning means students who live in the Valley but work on the Westside can take classes across campuses without missing a beat. And when life happens and they need to take a break, LACCD is there, with a diverse faculty and support services that always have their back.
We're proud to help our students become their own success story made here, at home, in L.A. This campaign direction goes to show that at LACCD, going above and beyond for students means they can go above and beyond for their city.
Adverse Childhood Experiences: California Department of Public Health
Full creative strategy and spec work linked.