Midnight Oil recreates a real-world advertising agency. Members are paired into client teams where they work together to develop creative advertising for real clients located in the campus community. Graphic design, social media, video/photo, strategy, account… we have the right role for you. Apply now and see your designs in the windows of businesses on campus tomorrow. This agency is one of the few application-based agencies of The American Advertising Federation at Illinois (AAF).

Sims joined Midnight Oil at the start of the Fall 2022 semester and was initially placed on an advertising team for Mia Za’s Italian Restaurant, a client based on the UIUC campus. As a creative, she collaborated with fellow creatives and strategists to develop a new brand identity, including drafting logos, creating mood boards, and conducting in-depth research, which she organized into a comprehensive presentation for the team.

Sims was later promoted to Account Manager, where she led the team, ensuring timely completion of tasks and facilitating communication with the client. She also developed a Notion platform to streamline project management, including schedules, meeting recaps, and detailed assignment tracking. In her new role, Sims regularly checked in on team progress, provided guidance, and maintained direct contact with the client to present and pitch creative concepts.

Additionally, Sims coordinated a collaboration with CTRL+V, a video production agency, to create a promotional video for Mia Za’s, although the project was not completed by the semester’s end.

• Collaborated with other creatives and strategists to analyze the brand identity of the client, Mia Za’s Italian Restaurant, and develop creative advertising solutions.

• Contributed to the creation of a new brand identity book for Mia Za’s Italian Restaurant, including drafting new logos, creative content, and mood boards.

• Conducted extensive research on the client, gathered information, and organized it into a comprehensive presentation for the team's guidance.

• Demonstrated creativity and design skills by crafting new brand identity elements and creative content for the restaurant.

• Promoted to the role of Account Manager, responsible for overseeing the team's progress, ensuring organized and timely completion of tasks, and potentially pitching creative ideas to the client.

• Developed an organized Notion platform from scratch for the team that included facilitating schedules, plans, meeting recaps, and detailed assignment information.

• Maintained regular communication with team members, providing guidance and support as needed to ensure project success.

• Established direct communication with the client, exchanging emails and in-person meetings to present and discuss creative ideas for execution.

• Collaborated with another AAF agency, CTRL+V Agency, to explore the production of a promotional video for Mia Za’s Restaurant.

• Orchestrated collaboration efforts between the Mia Za’s MO Team and CTRL+V to work towards the creation of a promotional video, with significant involvement in planning and coordinating despite the project not being fully completed due to the end of the semester.

• Joined Midnight Oil in Fall 2022 as a Creative Member, part of a client-focused advertising team within the campus community.

Client Work PDF Files

Discovery | Research Project

Team Intentions & Initial Creative Solutions Pitch Presentation

Client Team Final Presentation