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Kirsten Lee Copy cat Less fur
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CONTACT: (+27) 83 894 1398 kirstenjennalee@gmail.com kirstenjennalee.wixsite.com/myportfolio ACHIEVEMENTS: Matriculated with six distinctions (2013) First in year - Copywriting (2015) Semi Finalist in the Adobe Design Achievement Awards (2016) Winner of the Facebook ‘Hack for Good’ (2016)
I am Kirsten Jenna Lee, copywriter, concept artist, and cat lover. Incorrect grammar is my kryptonite and because of that, I have a bit of a soft spot for Oxford Commas. When I’m not writing, you’ll find me drinking plenty tea, being generally raucous, and chasing a cat to pet. My writing interests vary from scriptwriting to blogging, and the occasional article. Dig in! 5
02 CONTENTS GRUB’S UP P17
01 SHOWCASE P11
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03 SAFRO ICED TEA P25
WALKED A MILE P33
MANSTRUATION P45
05 BALLITO PRO P39
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07 RECOLLECT P53
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TOYI TOYI P61
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Your dialogue is in desperate need of colon relief.
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Showcase 2015 We were required to conceptualise and execute a campaign to generate hype around the 2015 Vega Showcase, using innovative and appropriate contact points. Our concept was “Through a Different Lens�. Vega students are taught to see things differently and to solve problems in unique ways, simply because we can step back and look at things from another perspective. The aim of our campaign was to help people see things differently and to commemorate those who do - we did this by using analogue 3D elements.
Three posters that will be displayed around campus.
JEAMINE SNYMAN Multimedia 2nd Year COURTNEY WEAKLEY Visual Communicator 2nd Year Ambient ads shown in Vega’s 4th building and stickers displayed in the bathrooms.
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HONOURING THE ONES WHO SEE THINGS DIFFERENTLY
Direct mailers sent to industry professionals and third year Vega students:
INVITING YOU TO LOOK THROUGH A DIFFERENT LENS 13
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I'll proper your noun.
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Grub’s Up Our concept was to create a set of recipe books that are specifically targeted at groups of people and truly appeal to their wants and needs. The aim was to make sure that these books answer the eating demands of each market - specially looking into their lifestyles - without being a generalised and generic cookbook. Rather, we created something that speaks directly to the readers, creating an empathetic and relatable approach. This project was a semi-finalist in the Adobe Designer Achievement Awards.
ZAINAB MITHA Visual Communicator 3rd Year
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Too many exclamations spoil the sentence!!!
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Safro Iced Tea We were required to create an innovative beverage brand. My concept was to create a sugar free Rooibos iced tea that aims to encourage South Africans to be proud of their country. Safro comes from the word Safrocentric, meaning centric to, or relating to South Africa.
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p26-28 Three print advertisements p29 Social media campaign on Twitter, encouraging consumers to take pictures of places in South Africa that others wouldn’t normally go to or know about by using the hashtag #ProudlySafro p29 Radio advertisement 28
“The brighter side of South African life – Bustling Berry” SFX: Typical wildlife sounds heard in the background FVO: (typically wildlife documentary style – deep register, slowly and graciously spoken) Ah, what says South Africa more than the gracious taxi? Observe this creature creeping about the roads, howling at everyone who gets in his way. SFX: Screaming taxi driver FVO: Hear his call, the ear numbing, car vibrating doef-doef music, echoing into the tar beneath his tyres. SFX: House music begins FVO: (said quicker, more excitement) And watch him jump that red traffic light and idle at that red-lined corner, waiting for his prey to approach. What a majestic beast. Nothing can stop this mighty brute, not even threats of speeding fines or yells from impatient car-dwellers. SFX: Sound of motorists shouting FVO: -but yet, we love to hate this road menacing monster. FVO: (change of tone, quicker pace, patriotic) His might and culture represents what we are; together making South Africa the real and unashamed country it is, just like our Bustling Berry Rooibos iced tea… Safro, raw and unapologetically South African tea. SFX: last caw of a bird.
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I'll be the subordinate clause to your main.
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Walked A Mile “Before you judge a man, you must walk a mile in his shoes,”; I wanted to understand others’ perspectives through an empathetic observation of the shoes they wear. Besides covering one’s feet, shoes express the wearers as well as their lives, from the style to condition and age – they are an outward marker of traits and life lived. I took photographs of strangers’ shoes, spoke to them, and wrote short stories based on my interpretation of them. These were then put into a blog and displayed on Instagram, which were then combined in a printed and bound book, and aimed to create empathy in those who viewed them.
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Parentheses are (the most) important.
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Ballito Pro 2015 We were required to renew Ballito Pro’s brand image by targeting new consumers through an integrated campaign. My concept was unity. Durban is a place with a vast array of cultures, cultures that, over time, have started moulding into one. This is what we can all identify with and it forms what it means to us to be a Durbanite. I planned to unite people through the Ballito Pro by bringing people together through the ‘Durbanite’ identity.
A set of street pole advertisement, forming a triptych.
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Coffee sleeves: Coffee, is universally known to bring people together. Each sleeve is printed with a two-player game on it, designed to get people to play with the people around them. Each customer is given a pen with their coffee and are encouraged to finish the game. If the customer returns the pen and the completed game to the coffee-shop, they will be given a free cup of coffee to share with their new friend. The copy on the sleeves: “Each wave brings us together, now it’s time for a cup of coffee to do so too. Spend five minutes playing this game with the bru next to you and return the pen for a free cuppa to share with your new china. Ballito Pro, we are one.”
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Correct grammar makes the heart grow fonder .
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Manstruation MPower is a South African brand that manufactures reasonable menstruation cups, but also aims to empower women through what they do. This project aimed to turn that on its head. The brief required that we come up with a way to address gender equality, and the topic of menstruation was chosen. As Abigail Jones states, “We’ll never have gender equality if we don’t talk about periods”. This concept speaks into the idea of gender stereotypes, poking fun at the male gender stereotypes to emphasise how ridiculous the reverse is, aiming to start the conversation to create change. The silence behind menstruation has hindered the path to equality, in order for the stigma to be removed, men need to confront this. Engaging with men from the perspective that men must be supportive to the gender equality struggle, so that they can become partners with women.
The print ads highlight gender stereotypes and shows the ‘toughness’ behind menstruation:
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The radio ads are a ‘call’ to be manly about menstruation: “Da Brawn” SFX: Gym and basketball noises in the background FVO: (Motivational, American accent, seemingly male voice) Man, you’re the man, the large and in charge. You do push- ups with only one hand. You not the brains, you da brawn. Flex that arm, baby, make the chicks swoon, because when it’s our ‘time of the month’, you won’t wanna hide. FVO: (Pause. Change of tone, more salesperson) Introducing the MPower cup, 24 hour durability for when you need it most. It’s putting the men in menstruation. (Pause. SFX stops) MPower, because having your period is the manliest thing you can do.
“Chiselled Abs” SFX: Chainsaw cutting down tree in the background FVO: (Motivational, American accent, seemingly male voice) We’re the manly men, and by men, I mean the rough, tough, rugged type, with the chiselled abs. We eat protein for breakfast. So when it is our ‘time of the month’, we put on our brave faces and prepare for war, because manstruation, is one hell of a deal. FVO: (Pause. Change of tone, more salesperson) Introducing the MPower cup, 24 hour durability for when you need it most. It’s putting the men in menstruation. (Pause. SFX stops) MPower, because having your period is the manliest thing you can do.
“The Alpha” SFX: Car revving in the background FVO: (Motivational, American accent, seemingly male voice) Hey you, man over there, you’re the alpha male. Pull yourself together, because men don’t show emotions. Be that hunky hunk and show us what you’re made of, because when it’s our ‘time of the month’, you’ll need to be extra tough. FVO: (Pause. Change of tone, more salesperson) Introducing the MPower cup, 24 hour durability for when you need it most. It’s putting the men in menstruation. (Pause. SFX stops) MPower, because having your period is the manliest thing you can do.
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MPower Menstrual Cup Timeline
About
About Us The Mpower Menstrual Cup is a menstrual management solution for all women and is made in Cape Town, South Africa.
Welcome
FAQ
More
MPower Menstrual Cup December 12, 2013
Hey guy, menstruation is one hell of deal, so tell us your toughest period stories and prove that you’re the man. Because having a period is the manliest thing you can do. #Manstruation
http://mpowercup.co.za/ ABOUT
YShop 23B Constantia Village, Constantia Durban, South Africa 021 794 5078 English (US) • Privacy • Terms • Cookies • More Facebook © 2014
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MPower Menstrual Cup December 12, 2013
We offer 24 hour durability for the manliest of men. Tell us your fearless period hacks, and you could be the toughest one yet! Because having a period is the manliest thing you can do. #Manstruation
Like • Comment • Share
MPower Menstrual Cup December 12, 2013
Menstruation is hella tough, if women can handle it, then you can respect it. Celebrate the strength of women with MPower Menstrual Cups. Because periods aren’t for the fainthearted.
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The Facebook posts tie up the campaign, explaining the reason for the gender switch, but also encourages men to be proud of their periods. 48
We’ll never have gender equality if we don’t talk about periods” Abigail Jones
(2016)
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Ellipsis refers to an incomplete...
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Recollect The brief challenged us to look into the idea of death and create a typographic publication that would stimulate the intellect of those consuming it. Our concept is to do with the idea of memory living on after death. As Jenny Holzer says, “The people you love become ghosts inside of you and like this you keep them alive”. When we die, the memory of us does not die, but lives on through the people around us. Our concept is about letting light shine through the darkness of death by encouraging nostalgia and helping people remember, making death not the final chapter, but only a part in one’s life story. We created a journal where consumers can write down the memories of their lost loved ones to keep them alive post-mortem.
Introduction:
Blurb:
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KEI JANSE VAN RENSBURG Visual Communicator 3rd Year
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Example ‘filled in’ pages:
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Example empty pages:
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I'll put a comma between your clauses.
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Toyi Toyi The Toyi Toyi Magazine is a unique physical manifestation of an online community - a printed magazine where the content is created by the online activity of its readers. It’s by the people, for the people. Literally. Recent creative graduates find their passions dwindling in new, restrictive working environments. To remedy this, we aim to build a creative community and experimental platform where young creatives can express themselves without fear of failing. Young creatives spend most of their working days online, so when prospective readers subscribe online, their linked accounts and activity online is curated to dictate the content of a printed and delivered magazine.
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JEAMINE SNYMAN Multimedia 3rd Year COURTNEY WEAKLEY Visual Communicator 3rd Year An article:
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Thank you for your time. Give me a shout: (+27) 83 894 1398 kirstenjennalee@gmail.com
The end, Period.
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