Copywriting Portfolio

Max Mitchem & Jacob Shipley

Foreword Mission: As creatives, we strive to see the world in a new way.

We believe that creativity is not only the result of a practiced skill, but also creating a different perception.

For our creative portfolio course at the University of Missouri, we combined our collected insights, beliefs and views to form ideas that attack a problem from a new angle.

When creating ads, our goal is never to convince or trick someone into performing an action, but rather to reveal a hidden, but already existing reality.

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Contents Rolo

Bounty

Max Mitchem: Art Director

Jacob Shipley: Copywritter

When Max was a fiercely independent and antiestablishment adolescent, his teacher told him he’d never make a dollar pursuing a career as an artist. He pursued art anyways. Freelancing since 2011, Max has in fact made more than a dollar from his art. He’s done graphic design, branding and advertising for a variety of clients, including schools, nonprofits, property managers, law offices, authors and more. But for him, the real joy isn’t in the paycheck—it’s in the excitement on people’s faces when they see, wear and interact with his work. After graduation, Max plans to head to the coast—either coast—and get a job as an art director, the first step on his path to becoming a creative director.

Jacob had his eyes set on majoring in broadcast journalism until he found out that news majors had to carry around their own cameras, tripods and lighting equipment. He decided that carrying a pen and a laptop sounded a bit better.

He never quite abandoned the videography thing and still co-owns and operates a videography firm called Unveiled Media. Their logo was conveniently designed by a talented art director whose bio is listed above.

Jacob’s an FAA-certified drone pilot and believes in using every tool at his disposable to capture a story. His favorite writing endeavors include uncomfortable emails, irreverent humor pieces and the occasional poem (keep that one on the down low.)

Netflix

Slack

-Print Ad 1 -Print Ad 2 -Print Ad 3

-Print Ad 1 -Print Ad 2 -Print Ad 3

-Print Ad 1 -Print Ad 2 -Print Ad 3 -Print Ad 4 -Print Ad 5

-Print Ad 1 -Print Ad 2 -Print Ad 3

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22-23 24-25 26-27 28-29 30-31

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Chevy Bolt Ev

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Appendix

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-Print Ad 1 -Print Ad 2 -Print Ad 3 -30 Second Spot: Storyboard -Interactive Flash Ad: Keyframes -Out-of-Home Ad

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Creative Concept: The life of these caramel filled chocolates is pretty simple... the end of a grocery line straight to grandma’s house.

We felt that the brand desperately needed a message other than, “The perfect snack for watching reruns of I Love Lucy and The Golden Girls.”

In order to communicate a sense of intrigue and the idea of guilty pleasure, our focus drifted towards using the unique shapes of the candy and its rich taste.

Each ad highlights a different physical aspect of Rolo and ties it back to our tagline.

Even though Rolos feel outdated, we can all agree that they’re good.

How good?

Sinfully good.

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Print Ad 1: Cigar

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As a starting point, we took a look at the packaging of the candy and the first thing we noticed was that a tube of Rolos looked striking similar to a cigar. What that says about our health and habits – we’ll leave up to you.

Print Ad 2: Poker

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Seeing the gold strewn across the table, it’s hard to not reminisce about late and hazy poker nights tossing pocket remnants onto the felt. Again, we’ll let you decide what that says about our character.

Print Ad 3: Shot

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Biting into a Rolo, one is left to wonder how exactly the caramel ends up inside. After much deliberation, we’re convinced we figured it out.

Creative Concept: Inspired by the iconic “Got milk?” campaign, our big idea fixated on the lack of something rather than its presence.

Bounty boasts that it’s the most absorbent paper towel on the market so we took it a step further and dramatized this effect.

What if Bounty wasn’t just absorbent, but dangerously absorbent?

Keep away from pools, ponds and pipelines.

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Print Ad 1: Pool

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Pool-side picnics are a dangerous endeavor when bounty is in the basket. No running, no glass containers and no Bounty. Better safe than sorry.

Print Ad 2: Grapes 16

You heard it here first‌ fruit dehydrators will soon be a thing of the past.

Print Ad 3: House Plant

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What do Japanese Beetles, scorching summers and Bounty paper towels have in common?

They’re archenemies of plants everywhere.

Creative Concept: While there are lots of streaming services out there, we noticed that Netflix is one of the few that offers entire seasons all the time – great news for impatient people.

It got us thinking‌ what else in life is just too hard to wait for?

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Print Ad 1: Working Pains

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As far as Friday coming early and the untimely peril of your boss – you can wish. When it comes to streaming the next episode – no wishing required.

Print Ad 2: Divorce

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Willie Nelson once said, “Why’s divorce so expensive? Because it’s worth it.” Sometimes you wish you could fast forward through time, but with Netflix it’s only 20 seconds until the next episode is rolling.

Print Ad 3: Appendectomies

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Some things you need soon and some things you need now.

Surgeries, pain meds and the next episode all fall under the latter.

Print Ad 4: Netflix and Chill

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Clock ticking. Feet pacing.

Hands shaking. Heart racing.

The unknown looms. Questions flying, “Will it be there?

What am I going to do?” A sigh of relief. With Netflix, the questions are already answered… all the episodes, all the time.

Print Ad 5: Fall

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Sweater season and PSLs only come once a year, but Netflix having all the seasons all the time‌ that’s year-round.

Creative Concept: This growing business communication platform is unique in the fact that it allows for customizable messaging boards to reduce cluttered workspaces and communication inefficiencies.

In this campaign, we decided to personify the problems that Slack cures.

Each character may or may not be based on individuals we’ve had the pleasure of working with.

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Print Ad 1: Bob

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Bob is that one guy at work who is super quiet until you bring up the one random trivia subject that gets him going for the next half hour. Companywide emails about screwdrivers just make him grouchy. Keep Bob happy.

Print Ad 2: Doris

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Ohhh Doris. She may send slightly passive aggressive emails about the smell coming from the microwave, but we all know she’ll be bringing in themed cookies come Christmas time.

Print Ad 3: Frank

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Who knew that the topics of sans serif fonts and modernist architecture could be so riveting? With Slack, Frank can have a board just for discussions on fonts and never have to see the word “finance.�

Creative Concept: With the Bolt being one of the first affordable fully electric vehicles it would have been easy to come up with a big idea attacking the gasoline industry.

However, since the majority of Chevy’s products still fall into that category, we decided to go a different route.

We wanted to align the Bolt with the elements of nature while at the same time, defying the stereotypes surrounding electric vehicles.

The minimalistic features are representative of the near-zero impact that the Bolt leaves behind.

We utilized the unique shape of the car, the color palette offered and common phrases flipped on their heads to create this striking campaign.

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Print Ad 1: Water

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One person’s green efforts are just a drop in the bucket. They’ll never really make a change. Or so the naysayers would like you to believe.

Print Ad 2: Fire

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Continuing the trend of mirroring the car’s shape with an element of nature, this ad changes the narrative of what it means to start a fire and spark a change.

Print Ad 3: Cloud

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This ad acknowledges that the Bolt isn’t for everyone. Some may say that Bolt drivers have their heads in the clouds, but we’re too busy driving 238 miles per charge to hear them.

Wide shot of a drops of water dripping into a puddle.

VO: They say driving an all-electric vehicle is just a drop in the bucket.

Close shot of car dropping into the puddle.

VO: But we say 238 miles per charge with zero gas emissions is a pretty big drop.

Transition to close shot, revealing that the drop of water was the Chevy Bolt EV. VO: Maybe so...

Close shot of the wheel of a full-sized car tire driving over the puddle, splashing water onto the screen and fading into white.

30 Sec Spot: Storyboard

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This storyboard brings to life our first print ad in the series and introduces the car along with its primary features.

Wide shot, The Chevy Bolt EV is revealed and drives to the center of the screen VO: Introducing the 100% electric Chevy Bolt EV.

Cut to art card.

VO: Let’s get started.

User hovers over screen, match moves with them.

When the match is moved quickly across screen, sparks begin to fly and the match lights.

Explosion starts and partially envelops screen.

Explosion fades and reveals the Chevy Bolt EV from within the fire.

“Start The Fire.” Appears above the Bolt EV.

The Bolt EV drives away revealing “No Spark Required.”

Previous copy fades out and reveals “Lead The Charge With Zero Gas Emissions In The 100% Electric Chevy Bolt EV.”

Cut to art card.

Interactive Flash Ad: Keyframes

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Our digital ad provides a way for the consumer to interact with the second print ad in our series creating motion and revealing data.

Out-Of-Home Ad

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This out-of-home advertisement places moves our third print ad from the page to the sky.

By blending the car in the clouds and the clouds in the sky we show that the Bolt lives above the competition without polluting the air that the ad lives in.

Appendix Thanks For Reading: Should you like what you see we’d love to hear from you. We’re always down to chat over well brewed coffee (Folgers drinkers need not bother) or a cold brew.

Max Mitchem:

Jacob Shipley:

816-244-5279

816-536-4138

mkm432@mail.missouri.edu

jishipley@mail.mizzou.edu

maxmitchem.com

jacobishipley.com unveiledmedia.video

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