PORTFOLIO
TA B L E O F C O N T E N T
INTRO
A DV E RT I S I N G
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About Me Curriculum Vitae
Earpocalypse Dolby
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Explore without Hesitations Seven Corners
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Hide & Seek Commercial Depend
PERSONAL PROJECTS
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For a Good Time Spinlister
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Propagandapp! Pantone
35 41 45
La MĂŠmoire Superstitions x TED Nebula
ABOUT ME
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Andrea Rendradjaja A rt Direct or + 1 925 7590557 an d rea.ren d rad jaja@ gm ail.com an d rearen d rad jaja.com
Hello! The pair of glasses you see on the left is a mini version of the one worn by me, Andrea Rendradjaja ( pronounced rent-druh-ja-yah for those who might wonder). I am an art director who decided to go into advertising after stumbling across a Kit Kat commercial when I was fifteen. I love music festivals, tennis, noodles, vintage wallpapers, sweaters, Wes Anderson movies, trees, tofu, wood, ampersands and looking at old photo albums. I am good at minesweeper, folding denim, keeping a straight face and not forgetting people’s names. I am bad at whistling, watching movies without subtitles and making a good first impression with children. This book contains selected pieces of my work from the past four years. I graduated from the Academy of Art in San Francisco in the Spring of 2013.
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C U R R I C U L U M V I TA E
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Jan. Feb. March April May June July Aug. Sept. Oct. Nov. Dec.
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Andrea Rendradjaja A rt Direct or + 1 925 7590557 an d rea.ren d rad jaja@ gm ail.com an d rearen d rad jaja.com
E D U C AT I O N Academy of Art University BFA — Advertising
San Francisco 2013
SKILLS Adobe Photoshop Adobe Illustrator Adobe InDesign
Adobe After Effects Graphic Design Branding
Photography Typography
WORK & EXPERIENCE UNIQLO USA August 2012 - present
Sales Associate Providing great customer service through a collaborative team effort.
LOWE + Partners June - August 2011
Art Director Intern Worked on print ads & tv commercials for Unilever brands.
Irawandhani Kamarga Art Direction + Design July - October 2012
Freelance Designer Worked on branding & identity for restaurants and startups.
Aye Denim June 2010
Photographer Provided editorial photos for the brand’s website.
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A DV E R T I S I N G
Po r t fo l i o
C la ss
An drea Ren dra dja ja
I nnovat ive Adve r t is ing
E A R P O C A LY P S E
MONTH YEAR
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2009
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Dolby approached us to introduce products enabled with their Dolby Digital Plus System to the market. Solution: Earpocalypse, a world where bad sound prevails and ears fall off. The Dolby Digital Plus-enabled devices are the only means to our survival. 9
The Earpocalypse microsite begins with an embedded trailer and leads to an online game, where users select one of three hero devices (Amazon Kindle Fire HD, Samsung Galaxy S3, or Nokia Lumia) to fight against bad sound. This idea is aimed to show people what they’ve been missing out on with the sound on their current mobile devices.
{ I shall be forever grateful that I was exposed to good audio very early in life. }
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C a m p ai g n
E arpocalyps e
C lient D o lby
Med ium O n l i n e, D i g i ta l
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{ Coachella Music Festival 2012: The ultimate & most intense audio experience }
Po r t fo l i o
C la ss
An drea Ren dra dja ja
Adve r t is ing C re at ive 2
E X P L O R E W I T H O U T H E S I TAT I O N S
MONTH YEAR
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When you are 16, the world feels like an enticing giant place you have yet to conquer. You fancy setting foot on every mountains and coasts, from the Andes to Maldives, Fiji and the Great Barrier Reef. You love not knowing where the adventure will take you next.
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Youth travellers are amongst the most active travellers and make up to more than 30% of all travellers. Unfortunately, they often overlook safety issues. Through this campaign, Seven Corners Insurance reminds you the importance of getting that backup plan, just in case your adrenaline rush gets the better of you.
{ Apparently, I knew exactly how to deal with wild mammals. }
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C a m p ai g n
E xplore w i th out He sitations
C lient S eve n Co r ne r s I ns urance
Med ium Pr i n t
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Po r t fo l i o
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An drea Ren dra dja ja
C la ss
Adve r t is ing C re at ive 2
C a m p ai g n
E xplore w i th out he sitations
C lient S eve n Co r ne r s I ns urance
Med ium Pr i n t
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{ This was taken during my personal adventure at Lake Tahoe, California }
Po r t fo l i o
C la ss
An drea Ren dra dja ja
TV Co mme rc ials
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HIDE & SEEK COMMERCIAL
MONTH YEAR
Jan. Feb. March April May June July Aug. Sept. Oct. Nov. Dec.
2009
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Depend offers diapers for adults. Problem: However, not many enjoy the prospect of having to put on adult diapers. For most of them, using adult diapers may signify being disabled or handicapped.
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Solution: Through a tv commercial, Depend honors the elderly who revel in doing the things they love. It also hopes to show how adult diapers may give the elderly a chance at the freedom they deserve without being a hindrance, and thus, debunk the stereotype.
{ I am not looking forward to ever have to wear diapers again. }
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C a m p ai g n
Hide & Seek
C lient D e pe nd
Boy: ‘Eight, nine, ten, come out come out wherever you are!’
Med ium
Tel ev i si o n / Vi d eo
(Boy running around looking for Grandpa)
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(Boy checking inside the oven)
Mom: ‘Can you please get grandpa to come in for a snack?’ Boy: ‘Mommy, I really don’t know where grandpa is, I’ve been searching all day!’
Grandpa: ‘Haha! I guess I win!’
(Logo and tagline fade to white)
I nnovat ive Adve r t is ing
{ We shot Depend’s commercial at a lovely suburbian house near Oakland. }
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Online
Po r t fo l i o
C la ss
An drea Ren dra dja ja
I nte g rate d Adve r t is ing
FOR A GOOD TIME
MONTH YEAR
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Jan. Feb. March April May June July Aug. Sept. Oct. Nov. Dec.
2009
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Spinlister is a peer to peer bike rental service currently available in San Francisco and New York. Problem: In general, people don’t know what type of bike suits them the most.
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Solution: Spinlister Dating campaign. Just like looking for a lover, looking for a perfect bike requires a little bit more intimacy. We personalize each bike listed and endow each with a name and a matching personality. The website and app allow users to browse through all the selections and even chat with them.
{ I’m terrible at balance. I don’t get people who can ride unicycles. }
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C a m p ai g n
For a Good Time
C lient S pinliste r
Med ium
In teg rated , D i g i ta l
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Po r t fo l i o
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An drea Ren dra dja ja
C la ss
I nte g rate d Adve r t is ing
C a m p ai g n
For a Good Time
C lient S pinliste r
Med ium
In teg rated , D i g i ta l
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{ A lot of bikes in San Francisco can be seen around the Marina District. }
Po r t fo l i o
C la ss
An drea Ren dra dja ja
P r int 1
P R O PAG A N DA P P !
MONTH YEAR
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Jan. Feb. March April May June July Aug. Sept. Oct. Nov. Dec.
2009
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In recognizing the increasing trend of sharing-based social media, such as Twitter and Instagram, Pantone developed an app that blends photo, message and humor. PROPAGANDAPP! allows users to turn any photo and text into vintage propaganda-style posters. All this is done instantly on their iPad. 29
Most importantly, the app showcases Pantone as a unique company that embraces breakthrough ideas when it comes to colors.
{ I used to collect a lot of Russian stamps. }
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C a m p ai g n
P ropagan dapp!
C lient Panto ne
Med ium
In tera c ti ve
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Po r t fo l i o
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An drea Ren dra dja ja
C la ss
P r int 1
C a m p ai g n
P ropagan dapp!
C lient Panto ne
Med ium
In tera c ti ve
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PERSONAL PROJECTS
Po r t fo l i o
C la ss
An drea Ren dra dja ja
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LA MÉMOIRE
MONTH YEAR
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Visiting historical houses always feels like going back in time. I stood under the Edwardian chandeliers wondering what it must’ve felt like living in a forgotten era where gentlemen wore wigs and suppers were such a big deal. These photos were taken at the Beauregard-Keyes House in New Orleans and Woodruff-Fontaine House in Memphis.
{ My dad’s family in front of their own historic house back in the ‘60s. }
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P ro j ect
La M ĂŠm oire
C lient -
Med ium Pr i n t
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Po r t fo l i o
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An drea Ren dra dja ja
C la ss
-
P ro j ect
La M ĂŠm oire
C lient -
Med ium Pr i n t
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{ Windows to the forgotten past of a van parked in Portland, Oregon. }
Po r t fo l i o
C la ss
An drea Ren dra dja ja
P r int 1
SUPERSTITIONS x TED
MONTH YEAR
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The brief was to design a booklet and event poster for a chosen TED talk.
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Result: a thorough psychological and historical explanation of why people believe in bizarre superstitions. What’s the most common superstition we all share? At what point does a myth turn into fear? Why do most famous people keep good luck charms?
{ As a little kid, I had a theory that yellow cars run faster. }
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C a m p ai g n
Su perstiti on s
C lient TED
Med ium Pr i n t
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Po r t fo l i o
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An drea Ren dra dja ja
C la ss
P r int 1
C a m p ai g n
Su perstiti on s
C lient TED
Med ium Pr i n t
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Po r t fo l i o
C la ss
An drea Ren dra dja ja
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NEBULA
MONTH YEAR
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Collages on space, science, innocence and the unknown.
{ I secretly hope that Lochness still exists. }
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P ro j ect
N ebu la
C lient -
Med ium Pr i n t
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Po r t fo l i o
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An drea Ren dra dja ja
C la ss
-
P ro j ect
N ebu la
C lient -
Med ium Pr i n t
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