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Portfolio Submission ADV 401 Fall 2012

A 1-3
Client: Weight Watchers Campaign Title: Reinvent Beauty Audience: Women ages 18-34 Idea: Weight Watchers is the weight loss brand who does not focus on a size or number, but focuses on how you feel when Description: Each of these ads represent how women need to take back the idea of what beauty is and what it means to be beautiful. These ads portray Weight Watchers as the brand that understands what it means to feel beautiful and confident, while showing that beauty starts with a woman being happy with herself. These ads show that although Weight Watchers is a weight loss company, their main goal is to get women to feel beautiful by being happy in their own skin. The choice of images for each ad were selected based on the copy, and the collage style creates an edgy, I am woman, hear me roar attitude.

A1
This ad emphasizes the idea that happiness is more important than the size of your clothing. The copy is saying that the size of your smile is important because a smile is something that people associate with happiness and beauty. The images in the ad show that Weight Watchers helps you be happy with your body, no matter what size you may wear, in the end your smile is the thing that matters most.

A-1

A2
This ad is a collage of different images that represent the idea of a beautiful woman. Images like the butterfly and the womans smile is there to support the idea that beauty comes from happiness. The collage style and the colors used give the advertisement a more spunky attitude. The images work togethear cohesively to represent the idea of the copy: Nothing is more beautiful than a woman who is happy.

A3
This ad shows a collage of different images that work together to convey the copy. The images in this ad relate to ideas of beauty, food, and happiness. Together, the images portray the concept that happiness is an important part of keeping a healthy lifestyle. The copy pokes fun at the fact that people think dieting is all about strict food choices, and eating less. It also tells the audience what no other weight loss company is telling you: being happy is the most important, but unknown secret to dieting.

A-2

A-3

B-1
Client: Muzak Audience: Businesses who use background music to create a connection with their customers, as well as wanting to create a certain atmosphere/mood for their business. Idea: Muzak is the music service that helps businesses create a relaxing and engaging shopping experience for the customers. Description: Music and yoga both have something in common: they both allow people to relax and keep focused. On the right, the ad portrays a person shaped from different musical notes and symbols doing the yoga pose side plank, and on the left is the actual yoga pose. This side by side comparison is conveys the idea that music and yoga help people relax, concentrate, and both are enjoyable activities. The copy, Yoga for your ears conveys the idea that music is something that is relaxing, pleasant, and good for your ears, similar to how yoga is for your body.

B-2
Client: Monster Audience: Males 18-34. Idea: Monster is the energy drink that will keep you energized all throughout the dya and night, no matter what you are trying to accomplish. Description: The all-green traffic light in the ad conveys the idea that the energy drink helps you keep going and is there for you all night, no matter the task at hand. The glowing green typeface is to emphasize the well-known green color of Monster, and the jagged edges gives off the impression that a monster scratched the words into the billboard.

B-1 B-2

C-1
Client: Maldives Islands Audience: Engaged couples ages 24-40, who are looking for the ideal honeymoon. Idea: The Maldives Islands provides a beautiful scenic view right outside your hotel room. Description: The Maldives Islands are a chain of islands that are located in the Indian Ocean. It is a romantic, yet secluded location, ideal for newly married couples looking for a honeymooning spot. Top of escalator: In the Maldives Islands, many of their hotels have docks that lead from your hotel room straight into the Indian Ocean. You just walk down the dock stairs, and you are able to enter into the crystal blue sea. The guerilla ad would be located in an airport on an escalator because the long escalators in the airport could easily be imagined as a dock. The escalator stairs would be made to look like a wooden dock, and at the bottom of the escalator would be a pool of water (see facing page). C-1

C-1
Client: Maldives Islands Bottom of escalator: At the bottom of the escalator, right after the people get off, there will be a pool of water. The copy emphasizes the idea that at the Maldives Islands you dont need to even leave your hotel room to be in the beauty of the ocean. The goal of the ad is to get people to imagine what it would be like to have the luxury of having the clear, blue ocean right outside your window.

C-1

D-1
Client: Fender Guitars Audience: Males and Females ages 16-34 who love music and music history. Idea: Fender Guitars is the guitar brand that lets you feel like you are a rockstar. Description: 1. The first part of this app is to make an avatar of yourself. You get to create your own personal character and build them however you want. You can make them look like a specific rockstar, make them look like yourself, etc. 2a. The next part of the app is you get to start off with a starter guitar. You choose the type of Fender you want (Esquire, Stratocaster, etc.) and then you choose a song. 2b. When you first get the app, you start off with a certain amount of songs. For example, if you pick Eric Claptons Layla you can then play the song with your chosen guitar, and will have the ability to remaster it through echo, reverb, and wa wa pedal buttons.

1.

3a.

D-1
Client: Fender Guitars 3a. The second part of the app is similar to a Foursquare checkin. For example, if you near Madison Square Garden you would get a notifcation from the app saying You are near Madison Square Garden, would you like to checkin? 3b. When you click yes, it will tell you checked into the location and ask you if you would like to download a new song and guitar by an artist who has performed at the venue. For example, this person just checked in and got to download the Bruce Springsteen song Born in the USA, and receieved one of the guitars that Springsteen played. The more places you check into, the more songs you can play, and you can get a variety of different guitars.

3b.

2a.

2b.

D-1

erica alyse
experience

309 Euclid Ave. Syracuse NY 13210 mobile: 631 241 3714 home: 631 427 4049 email: eafish01@syr.edu

fisher

Conde Nast Intern (New York, New York) Summer 2012


DETAILS Advertising Sales Intern - Attended to the Business Manager helping with assembling final ad layout, creating excel spreadsheets to help layout upcoming magazine ads, confirmed all Insertion Orders were in, attended weekly sales/ monthly production meeting to take notes for the Business Manager. Glamour Creative Intern - Attended to the Design Director and the Design staff, creating graphics for the layout staff, compiling research for fashion blogs, designing e-newsletters, assisting the Design Director at product

skills
software
Adobe Photoshop Adobe Dreamweaver Adobe InDesign Microsoft Office Final Cut Pro HTML/CSS Wordpress

social media
Facebook Twitter Tumblr Blogspot LinkedIn YouTube FourSquare

The OutCrowd (Syracuse, New York) Fall 2012


Design Director - Solely designed the fifty page on-campus LGBTQ magazine for Fall 2012 issue (issue no. nine) using InDesign CS6

Graphic Design for the Web (Syracuse, NY) Fall 2012


-Understanding how to use Photoshop to create aesthetically pleasing web pages, understanding the 960 grid system and creating a web page for a client.

cameras
Canon 7D SLR Canon Film SLR Nikon SLR

Web Design Course (Syracuse, NY) Spring 2012


-Created a website with multiple pages using Wordpress; understanding basic elements of HTML, CSS, and minimal jQuery.

education
S.I. Newhouse School of Public Communications School of Informational Studies BS: Advertising and Informational Technlogy and Management

What the Health (Syracuse, NY) Fall 2010 - Spring 2012


Contributing Layout Designer - Created layouts for the on-campus health magazine, designs included narrative stories, nutrition, exercise, and sex & health.

eAf

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