Advertising Portfolio
Alan Trejo
Advertising Portfolio ResumĂŠ
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Alan Trejo Creative Strategist
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Š Copyright 2013 Alan Trejo All rights reserved. No part of this publication may be reproduced in any form or by any means, now known or hereafter created, electronic, optical or mechanical including photocopying, recording, optical or by any information storage and retrieval system, without prior permission in writing of the publisher.
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A human being should be able to change a diaper, plan an invasion, butcher a hog, conn a ship, design a building, write a sonnet, balance accounts, build a wall, set a bone, comfort the dying, take orders, give orders, cooperate, act alone, solve equations, analyze a new problem, pitch manure, program a computer, cook a tasty meal, fight efficiently, die gallantly. Specialization is for insects. -Robert A. Heinlein
I’m easily bored, yet frequently intrigued; often funny and strangely creative! I have a talent for abstract thinking, spotting trends and patterns, an innate curiosity and insight into human behavior, an instinct for popular culture, and a nuanced understanding of creative work. Basically, I'm a creative problem-solver with a mix of marketing skills, design talent and technical knowledge. I'm a curious, a realist, and a film enthusiast.
Chapter 2
Make it
Eyes, Kaskade
Award-winning campaign
Los Angeles Clippers Purpose The purpose of this campaign is to increase ticket sales and the fan base of the LA Clippers. We propose a five-year campaign, complete with a strategic and creative plan. It includes social media, sponsored jersey patches, and other forms of traditional and non-traditional advertising linked by one big idea.
Gallery 2.1 Summary
The Challenge Develop a campaign to effectively increase the LA Clippers digital footprint. Analyze the image and perceived effectiveness of the Clippers current digital space and develop ways to increase engagement levels and eventual ticket sales. Increase the teams overall digital footprint. Develop a plan for the LA Clippers to sell patch space on their uniforms. include possible sponsors and the value of the patch. Determine if and how the sponsorship is beneficial to both the team and the sponsor. Target market Our target market are young people and families in the LA area. The campaign will speak to the transient community, those who have recently entered or are entering the LA scene. They believe that they can work hard to make their own success. We acknowledge the Hispanic and foreign-born populations. Objectives
Campaign We plan to focus this presentation on the first year of the campaign, “Make It.� It is important to think of it as a part of a multi-year plan.
First, unearth a new connection between NBA fans and the LA Clippers. Second, create a stronger branded social media presence and interaction. Third, find the best brand to sponsor the team for the benefit of both parties. Finally, to increase ticket sales online and game attendance by ten percent.
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Creative TEAM 4
Gallery 2.2 Creative Executions Posters
Peri Musser, Book designer
Karyn Cady, Media Planner
Jeremy Erni, Copywriter
Julia Zanatta, Account Planner
Lauren Bryce, Research (qualitative and quantitative)
Alan Trejo, Art Director
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FACE IT
Face It will allow you to take a picture of your face, upload it to the app, and instantly your face will replace that of the players on that night’s play of the game. Users will be able to share their videos on Facebook, YouTube, Twitter, and any other social media site. During home games, Face It videos will be created and played on the jumbo-tron of those who tweet their photos to the Clippers.
Gallery 2.3 Creative Executions
Alan Trejo, Art Director
Video 2.1 Face it App
Directed & Produced by Jeremy Erni and Alan Trejo
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MAKE IT
Make It is an addictive augmented reality game where you can shoot hoops wherever a game marker is found. Markers will be placed on coasters in city sports bars, bus stops, and various locations around town. The app will track the gamers location which will allow players to shoot for the high score on that hoop.
Interactive 2.1 Coaster
Video 2.2 Make it App
Directed & Produced by Jeremy Erni and Alan Trejo
Directed & Produced by Alan Trejo and Jeremy Erni
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TEAM 4 Judges: Carl Lahr
MADE IT
Sr. VP, Marketing and Sales at Los Angeles Clippers Ed Lamb CFO at Los Angeles Clippers Doug Witt Department of Business Management, BYU Marriott School. Adjunct Faculty - Teaching Ryan Smith Elder Department of Business Management, BYU Marriott School. Assistant Professor of Marketing
Video 2.3 WINNING
Carl Lahr Sr. VP, Marketing and Sales at Los Angeles Clippers
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Chapter 3
The Science of Art
Utah Arts Council There is Science in Art, Print andGallery Art in 3.1 Science.
The Problem Parents and some students don't value art education; they do not give art education the same importance as other classes.
Promote the development of the Arts, including art education in schools, assistance of promising young artist, and support of performing organizations
The Solution [Relate Art to Science] There is Art in Science and Science in Art.
Target Market: Students and Parents with higher intellect that can be fully aware of the importance and value of art education in schools
The inspiration The Golden Ratio, Fibonacci number [in music] Leonardo da Vinci [embodies Art and Science]
Strategy Promote these ads to insure Utah children achieve a complete education that include arts education. Musical frequencies are based on Fibonacci ratiosNotes in the scale of western music are based on natural harmonics that are created by ratios of frequencies. Ratios found in the first seven numbers of the Fibonacci series ( 0, 1, 1, 2, 3, 5, 8 ) are related to key frequencies of musical notes. Source: Beck, Matthias; Geoghegan, Ross (2010), The Art of Proof: Basic Training for Deeper Mathematics, New York: Springer.
Make parents and students aware that art education is as important as the rest of the classes. Creative: Place “There is Art in Science and Science in Art� posters in schools, theaters, performing arts venues and public transportation.
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Chapter 4
Evolution is on our side
[SPEC AD]
2012 VW Beetle The Problem
Gallery 4.1 Print & out-of-home
People think that the beetle is still a chick car.
The Challenge Develop a strategy that differs from the one in now being used in the media.
His
The Solution Show men and women how the car would fit in their own lives. The 2012 VW Beetle It’s Not a Chick Car
Target Market: Men and Women between 25 and 35 (+/- 10 years) who adores fun cars.
Video 4.1 New Volkswagen Beatle Augmented reality (AR) Billboard
The inspiration Evolution
Strategy Demonstrate how the 2012 VW Beetle has evolved into a car that appeals to both
Hallie Keenan Copywriter Evolution is on our side Alan Trejo Art Director
men and women. His
Das Auto
Hers
Creative: App meets ad
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Source: Advertising VW Canada/Agency: Red Urban, Canada Evolution is on our side
Evolution is on our side Das Auto
Das Auto
Chapter 5
Today’s a Columbia day
Integrated Campaign
Columbia The inspiration
Gallery 5.1 Creative Executions
Today’s a columbia day
Strategy To position Columbia as the brand that has a product for every weather condition by referring to the appropriate Columbia technologies as a weather forecast.
Creative: three print ads designed for magazines. One :30 spot for Television One :60 Spot for Radio One out-of-home ad consisting of one billboard. Non-traditional element mobile app Collaboration:
Print: Morgan Charles Creative Direction
Audrey Ellsworth Morgan Charles
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Chapter 6
BYU Latino Day
Zero Budget Campaign
BYU Latino Day Challenge: Raising awareness about the Latino community in BYU while celebrating the Hispanic Heritage Month.
Video 6.1 Media
The Solution: Create the largest Latino event ever held at Brigham Young University. A new tradition dedicated to developing, promoting and increasing awareness of Latino cultures among Latinos and other communities of the University by presenting a wide variety of art forms including film, music, visual arts and dance.
Three different channels reported this event, BYU TV Weekly, BYUTV International, and Nexos.
Special thank to the Kennedy Center for being the main sponsor as well as Latin American Studies, the Global Management Department, and Spanish/Portuguese department.
Gallery 6.2 Promotional Mate-
Gallery 6.1 Event
rials
[ Poster, Banner, Postcard and T-shirt]
Organizers: Joshua Pacheco: Account Manager/ Sponsors / Food Alan Trejo: Marketing/Art Director/Media Serena Martinez: Finance Julia Gomez: Logistics
Over 4000 participants, a record crowd for a Latin event at BYU. Alan Trejo Art Director
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Chapter 7
Sorenson Spice it up B e v e r l e y Tay l o r S o r e n s o n
Partnership
Arts Reaching & Teaching in Schools
The Arts Express Summer Elementary Arts Education Conference for teachers
The inspiration: Seasoning: Spice it up
and administrators is a two-day conference bringing together interested elementary teachers and arts specialists with presenters and speakers dedicated to arts education.
Strategy : Relate the upcoming summer conference to the 4 C’s (Creativity Collaboration Communication Critical Thinking)
The Challenge: Create a Marketing campaign that include the core curriculum [Creativity, Collaboration, Critical Thinking and Communication] based on the board’s theme selection: “C” easoning.
Creative: “C” easoning time Poster Inserts, Banner, Postcard, Video.
Get more participants and invite them to register early.
Gallery 7.1 Promotional Mate-
Video 7.1 ARTS Express Summer
Video 7.2 Welcome to ARTS Ex-
rials [ Poster, Banner and Postcard]
Conference commercial [Spice it up]
press
Alan Trejo Art Director
Directed & Produced by Alan Trejo
Directed & Produced by Alan Trejo and James Huston
Special thanks to Beverley Taylor Sorenson
Special thanks to Beverley Taylor Sorenson