PORTFOLIO STEPHANIE SHIH MK352: CREATIVE CONCEPTS AND STORYTELLING
I’M STEPHANIE AND I WEAR MANY HATS. BOTH FIGURATIVELY AND QUITE LITERALLY. WITH MY PASSION FOR STRATEGICALLY COMBINING APPEALING AESTHETICS WITH WITTY WRITING TO BRING MEMORABLE MARKETING TO LIFE, I ASPIRE TO WORK IN ADVERTISING AS A CREATIVE DIRECTOR. THIS PORTFOLIO CONTAINS THE PROJECTS I’VE PRODUCED WITH MY THINKING CAPS ON FOR CLIENTS CHOO CHOO CHOCOLATE, SILHOUETTE, STYLEBOOK, AND KATE SPADE. FOR MORE, HEAD TO WWW.IAMSTEPHANIESHIH.COM
CHOO CHOO chocolate Serving sweets on America's streets
ABout the client choo choo chocolate is A national fleet of food trucks that sell various chocolate treats Deliverables Name: Choo choo chocolate Tagline: serving sweets on america's streets Multimedia campaign
SERVING SWEETS ON AMERICA'S STREETS campaign This is a national campaign to raise awareness about Choo Choo Chocolate that targets cities individually to inform people of the specific location in which they can find the truck . The idea is to take the tagline, "serving sweets on America's streets" very literally and transform cities into chocolate heaven with advertising.
OUT OF HOME
GUERILLA Sidewalk ads That grab people's attention and lead them to where the chocolate truck is
EXPERIENTIAL Employees will hand out branded chocolate bars AND encourage people to follow the path to visit the truck.
COLLATERAL Inside the chocolate bar will be a 15% off coupon that gives people yet another reason to check out the truck.
VIDEO (STORYBOARD) Brief 15-second video to promote the campaign
*train whistle sound effect*
*truck drives across the street while spouting chocolate*
Narrator: "ALL ABOARD!"
"We're serving sweets on america's streets"
"Come find us in your city"
"CHOO CHOO CHOCOLATE" *CHOCO CHOCO CHOO CHOO JIINGLE*
radio (SCRIPT) 30-SECOND RADIO SPOT To attract drivers in the area
*Train whistle* Narrator: "All aboard! Choo Choo Chocolate, the country's first national fleet of chocolate food trucks, is now serving sweets on America's streets! Stop by 80 Boylston Street in Boston to get your treat today. *Choco choco choo choo JINGLE* *Train whistle*
PRINT PRINT ADS THAT depict the truck parked in its standard spot in EACH city, with the street beneath it RESEMBLING a chocolate-strewn road
SOCIAL MEDIA ADS THAT ATTEMPT To bring people out of their homes
and Onto the streetS, where the TRUE experience is
About the Client
silhouette is a futuristic company that uses technology to create custom clothing. customers just need to purchase a black body suit covered in white dots that enables them to make a 3D scan of their bodies via a companion app, and they can shop for clothes guaranteed to be the perfect fit. Deliverables
Name: silhouette Tagline: clothing catered to every curve Multimedia campaign: video, social media, online, guerrilla, experiential
silhouette campaign
The goal of this campaign is to educate consumers about silhouette and highlight the technology that makes custom clothing possible. This campaign doesn’t focus on people and their appearances, but rather uses silhouettes to communicate that this technology can be used by anyone regardless of gender, age, or body shape, and further emphasize how well the clothing fits everyone’s individual curves.
Video (Storyboard)
30-second video that explains what silhouette is and how it works
* Soft instrumental background music * The video starts with a bird’s eye view shot of silhouettes walking around a white room. Narrator: “From the way we look to the way we move, every body is unique. So shouldn’t our clothes be too?”
It cuts to silhouettes of people of all different body types walking into the shot, all wearing the smart suit. “At silhouette, we believe in the perfect fit every time, no matter your shape or size. And with our groundbreaking 3D body scan technology, we’re making that possible.”
Informational montage about silhouette. “Here’s how it works: After ordering a smart suit from www.silhouette. com...”
Informational montage about silhouette (continued)
Informational montage about silhouette (continued)
“Download the silhouette app and...”
“complete a full-body scan while wearing the bodysuit.”
The model wearing a smartsuit will twirl, and slowly enter the phone screen as her body scan is completed.
Informational montage about silhouette (continued) “Once finished, you can start shopping for clothes that will be custom-made just for you.�
Various models striking poses and showing off how nicely the same clothing is hugging their specific body shapes because of the custom-fit
The silhouette logo will fade in, followed by the tagline: clothing catered to every curve.
Full Script
“From the way we look to the way we move, every body is unique. So shouldn’t our clothes be too? At silhouette, we believe in the perfect fit every time, no matter your shape or size. And with our groundbreaking 3D body scan technology, we’re making that possible. Here’s how it works: After ordering a smart suit from www.silhouette.com, download the silhouette app and complete a full-body scan while wearing the bodysuit. Once complete, you can start shopping for clothes that will be custom-made just for you. silhouette, clothing catered to every curve.”
Social Media
Instagram carousel ad that appears in people’s feeds as they are scrolling
Online
A variation of digital ads that pop up on websites fashion-lovers often browse through
Guerrilla and Experiential
Guerrilla: Many actors dressed in the silhouette smartsuit, which reads “ask me about silhouette� on it, walking around a mall. Because the body suits look strange, this tactic will definitely gain attention. The actors will direct people who are curious to a silhouette pop up that is set up in the mall.
Experiential: At the pop up, employees will inform potential customers about silhouette and how it works. There will also be smart suits on sale so that people can buy them and go through the process on the spot.
About the Client Stylebook is a fashion app that allows users to take pictures of their clothes, catalog them in the system, and plan outfits all from their phone. Deliverable Tagline: Snap. Store. Style. Digital Campaign: website, blog, social media, experiential
Snap. Store. Style. Stylebook Campaign This campaign aims to raise awareness about Stylebook, clarify its capabilities, and teach consumers how to utilize the app to its full potential.
Website
https://stephanieshih1.wixsite.com/stylebook
Blog
Added a blog to the website that includes fashion tips and tricks
Social Media
Instagram revamp The Current Insta: • Is like a personal account for the Stylebook co-founder; only showcases her outfits and her usage of the app • Has an irregular posting schedule - either consecutively or several days apart • Display an unorganized feed
The New Insta will: • Promote content that is posted on the blog (“link in bio”) • Feature a cohesive feed that emphasizes a pastel colorscheme that matches the app icon • Adopt a regular posting schedule (every other day) • Increase engagement through mini social media call-to-actions to build community • Ex: Ask followers to post in response to #HowDoYouStylebook? and showcase the different ways users utilize the app
Experiential • Partner with fashion retailers like H&M • Install digital screens that let customers create outfits in Stylebook using H&M clothing that they can buy afterwards. • Have employees walk around the store with tablets, talk to shoppers about Stylebook, and show them how to use it
About the Client Kate Spade is a luxury fashion brand known for their high-quality products and whimsical style Deliverable TV Spot for the Toujour Satchel, one of Kate Spade’s newest products
The Amazing Toujour Satchel TV Spot A 30-second video that pushes reality to emphasize the Toujour Satchel’s USP of being able to hold a lot Goal: To raise awareness about Kate Spade’s Toujour Satchel and position the product as both functional and fashionable to boost sales.
* Magical background music * A magician walks on stage, shows her Toujour Satchel to the audience, and says, “For my next trick, I’ll be using the Amazing Toujour Satchel.”
She then starts pulling things out of the bag like a magician would do with a hat.
She starts small with everyday objects like stationery and a laptop, then moves on to larger, more unlikely objects like a vanity and a dress. Every time she pulls something out, the audience oohs and ahhs in the background for dramatic effect.
To conclude her trick, she pulls out the classic bunny.
The crowd cheers as the magician bows, and text appears above her out of thin air as she rises back up.
The magician: “The Amazing Toujour Satchel” Holds so much, it’s like magic.” Then the Kate Spade logo flashes on the screen and the ad fades to black.
The magician: “Holds so much, it’s like magic.”
The Kate Spade logo flashes on the screen and the ad fades to black.