Advertising Creative
LEOMERISH GALE
design
ideation
copywriting
art direction
passions
LEOMERISH GALE LEYCO ADVERTISING CREATIVE 056 663 9575 gmerish@gmail.com Dubai, UAE / Manila, Ph
SHE IS
SHE CREATES
Leomerish Gale is an advertising creative based in Dubai, sometimes Manila. She is a keen learner with great passion about the work she does. She graduated Bachelor of Fine Arts and majored in Advertising Arts in the royal, pontifical University of Santo Tomas in June 2016. She loves making things, collaborating, identifying interesting problems and figuring out what she can do to help solve them. By day, she works to cultivate knowledge and improve her skills in design and writing. By night, she loves to read curiosities and heart-wrenching poetry.
Inspired by contemporary art values, her approach is fuelled with interests and passions beyond the creative industry. She aims to offer forward thinking ideas and at the heart of her work is the desire to provide bespoke solutions, tailored to suit her clients’ needs and ambitions for the future. She begins a project by understanding her client’s requirements. She listens, engages, and works hard to offer an informed insight. She puts intelligent ideas at the very heart of everything she does – striving to create outstanding work that is distinctive, engaging and above all, goal-oriented.
SHE LOVES
SHE ASPIRES
If you were to visit her right now, you’d probably find her tinkering away with something, trying to create, learn, write, and photograph her passions in some way. This is what she loves doing, and she pours that energy and excitement into every project she undertakes.
She hopes to create with you, collaboratively, to support and enhance the work that you do. Combining your knowledge of your brand and its work, with her hunger for knowledge and thirst to create, to produce things that have real impact.
Filipino Born on the 20th of December 1995 in Makati Twitter Instagram Tumblr
gmerish gmerish galebtw
She is interested in literature, travel, culture, water sports, fashion, film, and a good cup of tea that she hopes to share with you.
The best way to explore possibilities and generate new ideas is to get started. Shall we? Say hello gmerish@gmail.com
A dissertation on
PURPOSE
design / ideation / copywriting THE PRODUCT: Embody Embody swimwear is an independent label based in the Philippines founded by Leomerish Gale. Our philosophy is simple: conservative swimwear that makes you feel good in and out of the water. Swimwear created with you in mind. No more frets over insecurities, imperfections, and size - after all, swimwear should be more than skin, but of confidence. Don’t worry, we’ve got you covered. ;)
Embody believes in a PURPOSE. Our mission for every Embody babe is to take the anxiety out of swimming. Designed and created to ensure the balance between coverage, comfort, and confidence for every size. The debut collection is inspired by vintage swimsuits but with a modern take. And because you asked for it, we’re keeping the colors minimal – classic black and white, and a hint of pink. From the initial sketches to the photoshoot, Embody has YOU – women from size XS to 3XL – to show what a bathing suit should really do: to be more than skin but of confidence.
THE PLACE: Online and in-store Embody still strives to create new designs, each and every piece inclusive of all-sizes, with the unique women who wear them in mind. Find our flagship store at SECOND FLOOR, GLORIETTA 2. Approach any of our staff and we’d be happy to help you find the perfect Embody suit. Or SHOP ONLINE at www.embodyswimwear.com See you at the beach, babe.
TAGLINE The brand produces conservative swimwear that makes you – its wearer – feel good in and out of the water. It is designed and created to ensure the balance between coverage, comfort, and confidence for every size. No more frets over insecurities, imperfections, and size - after all, swimwear should be more than skin, but of confidence. The main factors (insecurities, imperfections, and size) are summed up in one idea: It is skin. It is the perfect relation between the products – which is to provide coverage for you skin for various reasons. The phrase “but of confidence” is to re-establish that swimwear is not all about skin or what is literally visible to the eye but what is inside you – confidence.
copywriting
FASHION CATALOGUE The name – Embody – itself stands for the brand’s philosophy. Embody is the belief that women are made up of various imperfections, size, and skin, but more than that they Embody these flaws along with their strengths, capabilities, and potential.
art direction
EMBODY TVC / ONLINE VIDEO The commercial is utilized to accompany the teaser ads and intro ad. It is another way of telling the story of the brand and of the women who inspire it. The slow pacing of the video shots is meant to emphasize the qualities of the swimwear. It is also a moving approach in addition of the teaser ads. The creation of Embody is hinged on the fact that most women believe that they have to be a certain body type before they can wear swimsuits. The campaign aims to move the target market from that said idea to body acceptance and body positivity. To depict this, women who are varied in body types and body issues, women who hail from different backgrounds and stories, are demonstrated. The mood is intended to be empowering. Finally, when the voiceover says, I am Embody – the brand is established.
design WEB DESIGN Done in part of a client pitch presentation for a product launch. The task was to create a design that captures the story of MacKinlay’s Shackleton Whisky. Produced during internship.
design
PROMOTIONAL AD A seasonal discount or price off promo advertised online on social networking sites. Promotional materials include a cover photo and a digital flyer.
design EVENT BRANDING Enervon is a brand whose identity is to “Spread Happy.� Race2Educate is a conceptualized leisure event that encourages people to run for education and health. It consists of a poster, race map, certificate, and a race packet.
design
LOGO ANIMATION A self-branding project that includes creating my own logo expressing a story through animation. The logo was inspired by (1) colors of gradeschool writing paper to symbolize literature; (2) the sea to symbolize depth & current; and (3) a glass half-full for positivity and capacity for growth.
design
OUTDOOR ADVERTISING The task was to create a fun, colorful design that caters to the brand’s wide target market. The solution is to create straightforward outdoor ad that can easily capture the audience’s attention. To explore the ad’s adaptability, it was applied both on a counter-top display and a billboard.
copywriting IDEATION
#WIP (Women in Progress)
Based on the research, women’s confidence and us, as humans, are constantly a work in progress. #WIP (work in progress) is applied to ascertain that idea and to associate the jargon to women in the workforce. Using the acronym, WIP, Women In Progress motivates working women to discover their drive more and the passion to aim beyond what they have already achieved . Amid the ideation, Pantene had a running ‘Whip It’ campaign exposes double standards faced by women and encourages women to whip these damaging labels that hold them back from shining. Taking a cue from that campaign and using it to play on words, our team’s #WIP idea proved to be the next feasible step for the brand. It connected to Pantene’s current campaign.
SCRIPT WOMEN PROGRESS: A 2-minute feature film script for the campaign’s event. Countless times, we have been doubted, underestimated, but we remain undaunted. They judge my physicality, mock my intelligence. They place hurdles in every challenge that I face. But we remain strong. We admit our flaws. We do not over commit. We would rather say the truth than tell a lie and flake out later. Listening is greater than talking. We don’t conform. We are brave enough to look within. We are open to love, we are worthy of a great relationship. We ask for help. We don’t feel threatened by seeking help. We listen to the other side. We love watching our friends soar. I know I’m not the only one. For women all over the world have felt the same. But through all of these challenges… We move further. We progress. The world sees imperfection, women see motivation. What makes a woman is her drive, her passion to shine. We are unbounded, we are limitless. In every challenge the world has to offer, we remain relentless. Disclaimer This project was produced as part of a group competition and team effort. The campaign won first place.
I am a woman. I make sure to fight my challenges.
design / copywriting PHOTO CONTEST The brief was to produce a contest for The Body Shop that centers on environmental awareness for millenials. The solution was to combine what the target market enjoy doing and tie it to the brand. The promotional materials include a poster and a flyer.
My Body, My Planet Photo Contest Take a picture of you being an Earth Lover and tell us why you love our Earth. Stand a chance to walkaway with gifts worth of P10, 000! Contest Mechanics: • Follow us on Instagram, Twitter, and Facebook. • Take a picture of you being an Earth Lover. • Put a caption explaining why you love our Earth. • Don’t forget to put the hashtag #MyBodyMyPlanet and tag @TheBodyShop on your entry to qualify.
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Photo entries must be submitted within April 20 to May 20, 2015. Open to women ages 18 and above. Only one entry is allowed per person. Winners of the contest will be randomly selected by the top It Girls in the country: Georgina Wilson, Isabelle Daza, and Solenn Heusaff based on the best photo and caption. Winners will be announced on June 1, 2015 on The Body Shop’s Instagram, Twitter, and Facebook page. Winning entries shall receive the following prizes: • Grand Prize: P10, 000 worth of Body Shop products • 2nd Prize: P5, 000 worth of Body Shop products • 3rd Prize: P1, 000 worth of Body Shop products Visit http://bit.ly/MyBodyMyPlanet for more details.
copywriting
Ideas that Matter: On Purpose & Practice
Ideas That Matter was created for the purpose of challenging students from the Advertising department to produce bright, new, and creative ideas. A series of academic activities like creative camps, social media camps, special talks, and sponsored contests are held by the organisation where students can participate in organising and competing in such events. By the year 2010, Ideas That Matter marked its entry on Facebook and since then it has accumulated 18, 400 likers. In its early days, the organisation’s page has helped students engage in contemplative questions that relate to advertising. This was how they managed to keep interactions amongst them and the students. In addition, advertising competitions were held by sponsors from Nestle, Maggi, Jansport, Philippine Star, EGG, and Faber Castell since then. In the year 2012, Advertising Arts students teamed up with Communication Arts students to compete and produce the best IMC plan & campaign for a certain brand. Coming from different programs, but having complementary and overlapping fields are vital so that they are able to come up with the best campaign. Creative camps are also held by Ideas That Matter to cultivate cognitive development through projects that leverage collaboration, experimentation, critical thinking, and problem solving. In the ever evolving world of art, an event like this is crucial help recharge students’ spirits and inspire their work. Another event attended by Ideas That Matter are Ad Summits, which is no doubt the biggest and most important yet. With such events, students get to witness firsthand advice and learnings from top advertisers and marketers in the country. Not only is it beneficial for them to learn and see, they can start networking as well. It is a great opportunity to experience considering that it’s a big event full of great minds. One can only aspire to being fortunate enough to join this year’s Ad Summit. Some milestones later, Ideas That Matter continue to fire the imaginations of students to think creatively and competitively. Just last August 2013, a Cannes award-winning creative personality, Mahalo Elvin Villar, gave an inspiring talk on creating award-winning campaigns that can change the world. Ideas That Matter’s dominant role in this is that they make it possible to reach across different disciplines outside of classrooms. The organisation’s efforts are commendable for they have produced more cunning advertising students that can compete alongside professional advertisers.
PHOTOJOURNALISM A photojournalism project with the theme of child labor. Millions of children are forced to work and at a young age, they learn to support themselves and their family. The issue will continue to have an effect on Filipino families, unless something is done. Photographed in Pasig Market.
passions PHOTOS, PLACES, & PEOPLE Photographs taken during travel or during passion projects seeking to capture a story, a memory, or a feeling.
passions
COLLAGE A play on photographs and memories. A curation of my emotions, in visual art form. A depth and a warmth.
design / writing
TINY LETTERS A growing personal project exploring my penchant for typography and the old art of letter-writing. Sent out to the universe in the hopes of reaching you.
Thank you for your time.
How about that cup of tea?
Leomerish Gale 056 663 9575
gmerish@gmail.com