Marlin Torres Portfolio by Marlin Torres

name: contact:

marlin torres 908 4th st #18 santa monica, ca 90403 marlin.c.torres@gmail.com

MASTER OF ARCHITECTURE APPLICATION PORTFOLIO 2011

DISRUPTIVE ARCHIVES

“DISRUPTION IS THE ART OF ASKING BETTER QUESTIONS,

CHALLENGING CONVENTIONAL WISDOM AND OVERTURNING ASSUMPTIONS AND PREJUDICES THAT GET IN THE WAY OF

IMAGINING

NEW POSSIBILITIES AND VISIONARY IDEAS” TBWA\Chiat\Day global creative agency

ARCHIVES

ARCHIVES INDEX ACADEMIC

Columbia GSAPP Intro to Arch

PROFESSIONAL TBWA\Chiat\Day

INDEPENDENT

Diagram + Perspective Abstract Spatialism Human Form + Ratio California Trifecta Illuminating Spaces Neo Industrial UK Wooden Design

_03

_31

_41 _43 _45 _47 _49 _51 _53

ACA

DEMIC

SONIC INTERVENTION project site: program: instructors:

west harlem piers park columbia university gsapp introduction to architecture summer 2010 joaquim moreno, fatou dieye

PROJECT DESCRIPTION The West Harlem Piers is defined urbanistically by its dynamic conditions. The relationships between water and land, static and dynamic, work and leisure, natural and man made sounds, etc. The park marks a reactivation of the water’s edge and new connections between the waterfront and inland district. It also is marked by a series of parallel boundries: the Henry Hudson Parkway, the Amtrack Rail Tracks, Riverside Drive and the elevated subway which contribute to varying models of surveillence and specific rules which govern the park’s relationships. In this intensive 5 week program, our studio was challenged to design a leisure intervention with the intention of unleashing the site’s sonic potential. Through a series of assignments and critiques, an organiztional strategy was developed to process the intervention. Upon completion of the program, a final comprehensive model was constructed and presented among a jury.

GSAPP Intro to Arch

PROJECT OVERVIEW key: _01 Site Evaluation _02 Site Analysis _03 Analytical Model _04 Pragmatic Program _05 Pragmatic Model Series _06 Final Model _07 Proposal

WEST HARLEM PIER PARK CROSS SECTION F (WATERFRONT TO 125TH ST)

PRIVATE VS PUBLIC

_3 WEST HARLEM PIER PARK - CONTOUR MAP

SOUND

TEMPERATURE

MOVEMENT

_7 _4

_6 _5 _2

_7 _5 _6 _6

_04

SONIC INTERVENTION Scale: 1/128” = 1’

SITE EVALUATION

132

st s t

131

5th

130

AERIAL MAP

location: 125th st & 12th hw y

SITE PLAN The site was divided into 6 cross sections (A-F). Each student was assigned a 20 foot wide slice of the site. Section F (highligthed) was my assigned section, the farthest northeast cross section.

GSAPP Intro to Arch

48.00

SITE DRAWING & COLLAGE The initial studio assignment was to explore lines and rules, to experience, thematicize and map the water’s edge at the West Harlem Piers. The assignment challeneged us to investigate the landscape through exploring the sonic limits and texture of sounds throughout the park. The assignment “rules” required that we compose a map drawing using only 100 straight lines. The following work below demonstrates my understanding of the site’s sonic landscape. Through initial investigation, I identified the site’s unique ability to intercept and transform sound. which is dependent upon time of day/month/year. As a result, competing sounds are in constant flux. Therefore, I began to focus on a constant, such as gaps and voids of sounds within the site. White noise. The combination of varying levels of amplitude & frequency has the potential of creating new and pre-existing sounds, one in which is evidently white noise.

medium: white graphite surface: black construction paper

_06

SITE ANALYSIS The following work displays the (section F) analysis for my inter vention, in which the variables amplitude and frequency were of significance during the process. In direct correlation, wavelengths are created through a periodic variation in sounds. To best represent this program of wavelengths, I focused on the contour line, which for a function of two variables is a cur ve connecting points where the function has the same par ticular value. In addition to the magnitude of the lines, the parametric contour map represents the maximum and minumum exisiting sounds due to var ying factor levels.

SITE GRAPHING SECTION F NATURE (Y-axis)

MAN (X-axis)

S E CT I O N F SPLICE

NATURE

Measurement: Amplitude & Frequency Distortion: Doppler Effect MAN

wave current industrial air current motor vehicle trees subway birds train plants bus fish construction other human noise bikes technology other

: 1/128â&#x20AC;? = 1â&#x20AC;&#x2122;

SONIC INTERVENTION

GSAPP Intro to Arch

WEST HARLEM PIER PARK CROSS SECTION F (WATERFRONT TO 125TH ST)

PRIVATE VS PUBLIC

WEST HARLEM PIER PARK - CONTOUR MAP SOUND

TEMPERATURE

MOVEMENT

WEST HARLEM PIER PARK CROSS SECTION F (WATERFRONT TO 125TH ST) CONTOUR MAP - DIAGRAM

_08

SONIC INTERVENTION

ANALYTICAL MODEL

The following analy tical model represents the sonic potential between man made sounds and natural sounds. Man vs Nature. In an effor t to model the site’s sonic distor tion, the var ying levels of competiting and intersecting sounds, I purposefully designed a mobile model. The model acts as a functional and engaging represenation of the site’s infinite sonic scenarios. In par ticular, the Doppler Effect evaluates the distor tion of wavelengths based upon movement of a subject. This theor y was considered throughout the model’s intricate construction and technique.

MATERIAL S: _cardboard _ plexi sheets _thread TECHNIQUE: _ sandpapered plexi to create opaque aesthetic _ xacto knife cut cardboard to create distored bulbus wavelength _weaved thread to create mobilit y

GSAPP Intro to Arch

MOBILE SEQUENCE

_10

SONIC INTERVENTION

PRAGMATIC PROGRAM PROGRAM ELEMENTS Transit Use: Walking, Standing, Viewing, Pausing briefly for an extended period of time

NATURE (Y-axis)

Temporary Use: Sitting, Eating for a short period of time Stationary Use: Sitting, Laying, Reading Eating, for an extended period of time

MAN

(X-axis) NATURE (Y)

train engine

bird squak

aqueduct rumble boat engine

car engines accelerating car brake screech

laughter

footsteps on gravel wind breeze door slam

fishing rod cast

cyclist zoom

plants blowing

MAN (X)

river current

runnerâ&#x20AC;&#x2122;s ipod

fish water spalsh

runner pavement thump

bird chirp

waves crashing

cough

garbage truck truck horn

car stereo

dog bark

construction clash

skateboard wheels thud

laughter

water fountain stream

children screaming footsteps cell phone ring conversation tree leaves shake dog rolling on grass runner panting pass & catch ball

PUBLIC VS PRIVATE PROGR AM

GSAPP Intro to Arch

car alarm

E R U T A

A N

E R U T

INPUT OUTPUT STUDY MODEL N N N N N

As observed from the program, natural and man made sounds travel in and out of the park. The input output model was created as a study to further investigate the process of sound travel throughout the site. The model’s function supports the theory that voids are created when sound exits, permitting new sounds to be experienced and discovered.

MATERIAL S: _oak wood _dimensions: 36”X36” TECHNIQUE: _ per for ated wood slabs _c ylinder ex truded wood

_12

SONIC INTERVENTION

PRAGMATIC MODEL SERIES 3 CUBIC STRUCTURES OVERLAPPING OVERLAPPING SPACE SPACE Discoverying New Space Casting Negative Space Instituting Remains Previous analytical studies suggest that sonic potential varies according to man vs nature. Likewise, exploring private vs public spaces within the West Harlem Piers Park influences the man made and natural sonic experiences. As a result, it became desired to create a space within the park that allows visitors to experience the varying magnitudes in both private and public settings that are organic to the site. Through an organic process, three structures were designed for park vistors to play the programmatic score. No systemmatic design. A serendipitous approach. Simply three structures. The overlapping space and cross webbed connectivity displays that revolt from consecutive steps that can sometimes be constrained. The first structure was designed organically without any calculated formation of components, with the intentions of discovering a new space. The second structure born from the first, and the third from the second. The following work displays the design process of three ornately overlapped and holisitcally linked structures.

GSAPP Intro to Arch

Materials: Structure 1: Cardboard & Wood Structure 2: Rockite Cement Structure 3: Sprue Wax

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SONIC INTERVENTION

PRAGMATIC MODEL DRAWINGS

ELEVATION

PLAN

SECTION

GSAPP Intro to Arch

_16

SONIC INTERVENTION

REURBANIZATION + DISPLACEMENT

A s initially understood, limitations exist in public spaces and sometimes control the process of experiencing a space. Limitations are not always negative. Along with limitations come adaption. The three structures were designed for park visitors to experience holistically and evolove with the structures. In and effor t to do so successfully, it became neccessar y for the structures to unite. Three structure types transform into one and utilize one another. The ultimate goal is to experience the limitations and transformative structure. Simply put, the combined structuresâ&#x20AC;&#x2122; mass over took the park and could no loner live as originally intended. The new placement became clear. The structure was to be transplanted, displaced - taking the park with it. Through a process known as reurbanization and displacement, the structure relocated west, into the Hudson River.

GSAPP Intro to Arch

<--

Displaced Plan

_18

Scale: 1/128” = 1’

SONIC INTERVENTION

FINAL MODEL DRAWINGS

3D plan diagram

elevation

elevation collage GSAPP Intro to Arch

COMPOSITE SECTIONAL

water level time of day WiSpSuFa CAUTION

key: ---* + !

------------------------------

----------------------------- Wi

----------------------------- Su

------------------------------

_22

SONIC INTERVENTION

TRANSFORMATIVE SPACE CONDITIONS

water level

summer

GSAPP Intro to Arch

summer/winter

winter

spring

spring/fall

fall

translate

metamorphose

TRANSFORM

transubstantiate

transmute alter change modify

_24

SONIC INTERVENTION

FINAL MODEL + PROPOSAL

DISPLACE WEST HARLEM PIERS PARK In proposing a displacement of the West Harlem Piers Park, inhabitants can experience new sounds through discovering unknown and transformative spaces. A space that is constanly in variation allows for the spaceâ&#x20AC;&#x2122;s sonic structure to reach its ultimate potential. In effect, a structure in constant flux can induce fear, but it is important there be a necessary balance between the sonic experiential discovery and functionality. If done appropriately, inducing fear can be quite compelling. Feelings of fear are only human, but should not overpower the ultimate experience. In an effort to best do so, inhabitants must adhere to the changing of water level conditions. Understandably, the experience of the space varies according to these conditions. The displaced West Harlem Piers Park welcomes visitors to experience, adapt and discover its newly reurbanized space.

site

GSAPP Intro to Arch

analysis

program

reurbanizing

transformative

displaced park

_28

PROFE

SSIONAL

DISRUPTIVE ADVERTISING agency: employment: position title:

tbwa\chiat\day 5353 grosvenor blvd los angeles ca 90066 june 2008 - june 2010 account executive

How Disruption Brought Order Why Disruption? Jean Marie Dru, Chairman of TBWA Worldwide, believed creative entrepenuers can not and should not operate in set conventions and expect breakthrough results. Disruption is fed by the idea of change. In theory, we are all in favor of change. But the truth is that each of us is most at ease in the comfort of the status quo. Yet the only thing thing that you can be sure of is that if you stay still, you will fail. Many brands do not try to see or do things in a new way, which is where TBWA â&#x20AC;&#x2DC;s role comes into play. Amongst many brilliant creative entrepenuers, this is where I harnessed my role Part 1: as a strong creative thinker and problem solver. Below Convention Hunting is the process for starting a TBWA project that guided the devlopment of my professional skills and tool set. Part 1: Convention Hunting

DISRUPTIVE IDEA Part 1: Convention Hunting

VISION Identify and articulate visions that shape and define a new marketspace and a plan for your brand within that market space

VISION

Create ideas that positively disrupt your business and the marketspace

CONVENTION Analyze the traditional marketspace and identify conventions which are holding the brand and the business back

CONVENTION Analyze the traditional marketspace and identify TBWA\Chiat\Dayconventions which are holding the brand and the business back

CONVENTION

Identify and articulate visions that shape and define a new marketspace and a plan for your brand within that market space

VISION

DISRUPTIVE IDEA Create ideas that positively disrupt your business and the marketspace Part 3: Disruption

Part 2: Visioneering

DISRUPTIVE IDEA Create ideas that positively disrupt your business and the marketspace

Part 2: Visioneering

Part 3: Disruption

Analyze the traditional

marketspace and identify THE DISRUPTION FRAMEWORK

Identify and articulate visions that shape and define a new marketspace and a plan for your brand within that market space

Part 2:

BRANDS OVERVIEW

_1 Procter & Gamble; PUR Water Filtration _2 UNICEF; L A Tap Project

_32

DISRUPTIVE ADVERTISING

PUR project: rebrand PUR water filtration project title: account execitive; 1 of 5 core team members active duties: strategic research & planning, graphic design WATER

Procter & Gamble has owned the water filtration brand PUR for over a decade. In 2008 Procter & Gamble came to TBWA\Chiat\Day with the intenton of growing PUR into a billion dolar brand. Before “blue” became the new “green,” Procter & Gamble had saught to mature PUR into a brand that would lead the water revolution. Through the creative process known as disruption, TBWA\Chiat\Day identified three pillars that would collectively represent PUR’s brand beliefs. Water, Environment, Cause. The following work showcases the disruption process and first stages of PUR’s rebranding over a year and half period.

ENVIRONMENT

CAUSE

PuR Brand Challenge $1B in sales 1 Billion liters of water donated PuR Disruption Day Objectives Disrupt conventional thinking in the worlds of water, environmental responsibility and social responsibility.

CONVENTION empty promises

VISION DISRUPTION Develop a roadmap for PuR brand. Articulate beliefs and behaviors for PuR brand. pure water for the world water with a purpose

CONVENTIONS

Pure Water for the World

Hype. Talk. Tease. Ballyho. Promotion. We concluded the water category over-promises on unattainable bliss. In addition, audiences have become more informed about causes and more skeptical about marketing. At the same time, green is growing up. Although not without its flaws, it shows a maturity in action, authenticity and transperency. 8

We’re not a hardware brand. We’re not a filtration brand. We’re not a water brand.

PUR is not a hardware brand. PUR is not a filtration brand. PUR is not a water brand. PUR is a brand that will change the world. After developing the conventions for the water industry, we formed a vision for PUR. The vision is simple: to provide clean water to all. We’re a brand that will change the world. Our vision is simple: to provide clean water to all. No matter where. No matter who. We believe that we have the science, the smarts and the will to assure that every single person has access.

OBJECTIVES

We believe that we can do this while growing a business. In fact, we believe that we can lead a new era of business in which good-for-the-world is good-for-the-company.

VISION

Water with a Purpose

It was time to get back to the basics about water. To remember that water is amazing, extraordinary, phenom6 enal, tremendous, sensational and astonishing all on its own. It was time to remember the real value of PUR water. PUR water isn’t just talk, it’s action. PUR water has drive, ambition and a vision. PUR water has a purpose. It’s time to get back to basics about water. It’s time to remember that water is amazing,

extraordinary, phenomenal, tremendous, sensational and astonishing all on its own. It’s time to remember the real value of water. That water is essential for our bodies, minds

and souls. That the value of water is not measured in the beauty of the source or the number of vitamins, it’s measured in the lives it touches.

It’s time to connect the good of water with the good of our behavior.

Our water isn’t just talk, it’s action. Our water will change the world by giving access to all, developing sustainable business and providing healthier water to our homes. Our water isn’t just another pretty picture. Our water has drive, ambition and a vision. Our water has a purpose.

DISRUPTIVE IDEA

brand belief

disruptive idea

Access to Clean Water is a Universal Right

WATER BRAND BEHAVIOR

Over-Hyped & Over-Embellished

ENVIRONMENTAL CULTURE

Greenvenient

WATER CULTURE

brand behavior

Not On the Radar

CAUSE BRAND BEHAVIOR

OVERARCHING CONVENTION?

ENVIRONMENTAL BRAND BEHAVIOR

Environmentalism: Re-branded

Water with a Purpose

Cheap Tactic

CAUSE CULTURE

Rising Skepticism

Be genuine. Solutions, not problems. 100% commitment. Positive. Positive. Positive. Real heroes. Real stories. Co-create with audience. Transparent, through and through. Bold words. Bolder actions.

DECLARE A WATER MOVEMENT

SPARK

PUR BRAND BEHAVIOR

Lead a new cultural conversation about the real value of water.

ENCOURAGE

ENGAGE

Reward our brand advocates, give them a place to contribute to the discussion and celebrate their ideas.

Help our target make better decisions about how they impact the situation in their home and in the world.

ACTIVATE

Drive consumers to purchase by showing them the value of their purchase and the difference it makes.

TONE AND MANNER

CONVENTION SUMMARY

TBWA\Chiat\Day TBWA\Chiat\Day

BRAND BEHAVIOR WHEEL

NEW LOGO

Relevancy Ma

PACKAGING

OLD LOGO

REDESIGN Pure redesign for PUR. In order to ensure PUR’s new brand belief, it was essential the brand identity reflect this vision. Design that reflects a vision of humanity, optimism and purity. The PUR logo and packaging redesign explorations embody and demonstrate these design qualities.

For the PUR campaign, we created the “Voice of Water.” Giving “Water” the stage allows PUR the opportunity to talk about all the issues, misconceptions and concerns surrounding water and how we consume it. Because who can argue with Water? “Water” is: casual, smart and charismatic. The tone of “Water’s” voice is intelligent, confident, smart, a trusted friend and curious as to why people still prefer bottled water over filtered tap. “Water” is not a spokesperson for PUR. “Water” isn’t gimmicky, arrogant, insincere or irrelevant. “Water” is his own activist and wants to bring awareness to the problems he faces and to inspire to change. PUR is the solution to all of “Water’s” problems.

TELEVISION

“VOICE OF WATER” LAUNCH CAMPAIGN

_34 _06

DISRUPTIVE ADVERTISING

LA TAP PROJECT project: develop 2009 LA Tap Project campaign project title: account executive, 1 of 2 core team members active duties: graphic design, project management, print production

Spread the word

Nonprofit organization, UNICEF and creative entrepenuer David Droga created the water charity Tap Project in 2007 as a platform to raise awareness about the lack of clean water in the world. The effort invloved major US cities to participate by raising money for every glass of tap water ordered at restaurants, in which would be donated to third world countries. The relevance of TAP project was key, which is why the effort occurs during World Water Week during the month of March. TBWA\Chiat\Day was challeneged to develop a creative campaign to promote this initiative in Los Angeles, titled LA Tap Project. The following work showcases the disruption process and work produced/executed.

CONVENTION

VISION

charity is hard CONVENTIONS

angelenos put forth a small effort that gives big results

We’re not a hardware brand. We’re not a filtration brand. We’re not a water brand. We’re a brand that will change the world. Our vision is simple: to provide clean water

los angeles makes the world a better place

Water with a Purpose

It’s time to get back to basics about water. It’s time to remember that water is amazing,

to all. No matter where. No matter who. We believe that we have the science, the

extraordinary, phenomenal, tremendous, sensational and astonishing all on its own. It’s

In order to connect with Angelenos, you must speak their language. Let’s celebrate what makes Los Angeles the city that everyone loves and inform them of the issue at hand in a light hearted and optimisitc way.

smarts and the will to assure that every single person has access.

Strategic Approach

time to remember the real value of water. That water is essential for our bodies, minds

We believe that we can do this while growing a business. In fact, we believe that we

and souls. That the value of water is not measured in the beauty of the source or the

can lead a new era of business in which good-for-the-world is good-for-the-company.

number of vitamins, it’s measured in the lives it touches.

It’s time to connect the good of water with the good of our behavior.

Connect with Angelenos and give them an easy way to make a big difference.

Spread the word VISION

• • •

Encourage participation

Our water has a purpose.

Generate donations

DISRUPTIVE IDEA

Utilize targeted headlines to engage different groups of Angelenos. Create unique events for different age groups to get involved. Communicate “Text for Tap” to generate quick, no-frills donations. 7

MEDIA DISTRIBUTION

Los Angeles Traditional Locations 2 (11-2008)

Pushpins Ocean Park Blvd Btwn. 17th & 16th St, Santa Monica, CA 90405 San Gabriel Blvd & Garvalia Ave, Rosemead, CA 91770 S San Gabriel Blvd & Pearl St, San Gabriel, CA 91776 Long Beach Blvd & Glenwood Pl, South Gate, CA 90280 N Sepulveda Blvd & E Grand Ave, El Segundo, CA 90245 E Cesar E Chavez Ave & N Ford Blvd, Los Angeles, CA 90022 Atlantic Blvd & E 59th Pl, Maywood, CA 90270 5729 Whittier Blvd, Los Angeles, CA 90022 Venice Blvd & Inglewood Blvd, Los Angeles, CA 90066 E Main St & N Valencia St, Alhambra, CA 91801 W Sunset Blvd & Logan St, Los Angeles, CA 90026 N Edgemont St & Franklin Ave, Los Angeles, CA 90027

W Sunset Blvd Btwn Manzanita St. & Santa Monica Blvd, Los Angel... W Sunset Blvd & Silver Lake Blvd, Los Angeles, CA 90026 Belmont Ave & W Temple St, Los Angeles, CA 90026 Glendale Blvd & Branden St, Los Angeles, CA 90026 W Sunset Blvd & Portia St, Los Angeles, CA 90026 Fountain Ave & N Virgil Ave, Los Angeles, CA 90029 Lincoln Blvd & Rose Ct, Venice, CA 90291 5165 Venice Blvd, Los Angeles, CA 90019 N La Brea Ave & Melrose Ave, Los Angeles, CA 90046 W Beverly Blvd & N Clark Dr, Los Angeles, CA 90048 S Robertson Blvd Btwn Burton Way & W 3rd St, Los Angeles, CA 9... 8765 Burton Way, Los Angeles, CA 90048 W Pico Blvd & S Burlington Ave, Los Angeles, CA 90015 Santa Monica Blvd & Berkeley St, Santa Monica, CA 90404 Purdue Ave & Ohio Ave, Los Angeles, CA 90025 S La Cienega Blvd & Venice Blvd, Los Angeles, CA 90034 11917 Wilshire Blvd, Los Angeles, CA 90025 2430 Daly St, Los Angeles, CA 90031 1862 S La Cienega Blvd, Los Angeles, CA 90035 0 mi

Copyright © and (P) 1988–2006 Microsoft Corporation and/or its suppliers. All rights reserved. http://www.microsoft.com/mappoint/ Portions © 1990–2005 InstallShield Software Corporation. All rights reserved. Certain mapping and direction data © 2005 NAVTEQ. All rights reserved. The Data for areas of Canada includes information taken with permission from Canadian authorities, including: © Her Majesty the Queen in Right of Canada, © Queen's Printer for Ontario. NAVTEQ and NAVTEQ ON BOARD are trademarks of NAVTEQ. © 2005 Tele Atlas North America, Inc. All rights reserved. Tele Atlas and Tele Atlas North America are trademarks of Tele Atlas, Inc.

TBWA\Chiat\Day TBWA\Chiat\Day

Generate donations

DISRUPTION

Pure Water for the World

Los Angeles is a crowded and over populated city. In this highly dense city, Angelenos are subject to cheap tactics, primarily because they are the most willing to listen and act. As a result, many efforts are born in Los Angeles, however, the harsh reality is that most die. It is a struggle for charity to sustain success in a saturated market that is in constant flux.

Encourage participation

A streaming online radio station was developed and dedicated to creating awareness for UNICEF’s Tap Project and raising money for the children around the world who have no clean drinking water. Featured guest DJ sets and interviews with various celebrities, UNICEF representatives, and individuals from participating Tap agencies. The radio station was on-air for World Water Week only (Saturday, March 22, through Sunday, March 28).

L.A., Show the worLd thAt we’re LiStening. ViSit tAPProJeCtrAdio.org

HEAR HELP

CHARITY RADIO

LAUNCH CAMPAIGN

PRINT & OOH

tap Project radio is a radio station with a mission. we want to raise $10,000 to help UniCeF provide 10,000 kids in need with 40 days of clean drinking water. it will begin airing on March 22nd, world water day, and will feature celebrity and musician guest dJs playing all of their favorite music. it’s good music for a good cause.

CELEBRITIES,

GET YOUR PEOPLE TO TEXT THEIR PEOPLE TO TEXT THEIR PEOPLE TO TEXT THE wORd “TAP” TO “UNICEF” (864233).

SCREENwRITERS, wRITE SOMETHING LIFE-CHANGING. TEXT THE wORd “TAP” TO “UNICEF” (864233).

Local Print Ads: Media

AGENTS, GET PART OF YOUR SOUL BACK.

vALLEY GIRLS, LIKE, HELP.

G’S, TEXT ONE FOR THE HOMIES.

LA,

HIPSTERS, IF IT HELPS, NOBOdY ELSE IS dOING IT.

LA,

TEXT THE wORd “TAP” TO “UNICEF” (864233).

dONATE 200 LITERS OF CLEAN dRINKING wATER. C’MON, IT’S ONLY $5.

*A one-time charge of $5 will be added to your mobile phone bill. Standard text message rates and additional features may apply. All charges are billed by and payable to your mobile service provider. Proceeds benefit the U.S. Fund for UNICEF. Service is available on most carriers. You can unsubscribe at any time by texting “STOP” to 864233.

• Insertions appeared in Daily Variety (3/16 issue), LA Weekly (3/6 issue) and Venice Magazine (March and April issues). • These insertions provided an estimated 331,678 impressions. • Estimated Value = $29,627

TEXT THE wORd “TAP” TO “UNICEF” (864233).

dONATE 200 LITERS OF CLEAN dRINKING wATER. C’MON, IT’S ONLY $5.

Online Banner Ads: Placement

Wildpostings: Digital Billboards:Placement Placement

_36 24

DISRUPTIVE ADVERTISING

PATH TO DISRUPTIVE DESIGN As an account executive working for an established cutting-edge creative agency, I found myself healthfully challenged in many aspects of design. Most critically, I learned the importance of being a team player and undertstanding how to leverage my strengths as a creative thinker and designer. Although I was responsible for many day-today activities at TBWA, there were 7 key systematic roles that I accomplished throughout my advertising career in which contributed to the success of the final output. Iâ&#x20AC;&#x2122;ve described these roles as the path to disruptive design. The following diagram represents my achievements in which have impacted my strength as a designer, as well as seeks to elevate my visibility and contribution as a designer at TBWA.

\ = DISRUPTION IMPLEMENTATION REFINE DESIGN CONCEPTION IDEATION RESEARCH PLANNING

TBWA\Chiat\Day TBWA\Chiat\Day

Voice of water//tHe SHAPe OF WAteR

Digital Billboards: Placement

riNt e drop shape is our hero shape for all edia. when the drop shape doesn’t fit e media space, the glass shape can used.

Releva

Voice of water//COlORS

eB & iNStore e drop shape is the hero shape. hen the drop shape doesn’t work in the yout, water can take other shapes or e color to show when water is talking.

PriMarY DroP coLor: water taLKiNG teXt coLor:

90%

PaNtoNe 429 c:0 M:0 Y:0 K:55

DroP coLor: the illustrated drop can be a range of blues that focus around this color. each letter should maintain its painterly gradation as well as the lights and darks. the illustrations should never be one color.

teXt coLor: this is the primary text color and logo color. our two colors should never overlap. DeSiGN eLeMeNtS: this color can be used for design elements in 10% increments.

50%

teXt coLor: this color can be used as text to show that water is talking when illustration is not available.

aYS to SHow water iS taLKiNG se the filter and pint glass lock up as e visual with the copy illustrated in raight lines beside it.

90%

PriMarY teXt coLor:

PaNtoNe 299 c:74 M:11 Y:0 K:0

50%

DeSiGN eLeMeNtS: this color can be used for design elements in 10% increments.

se just the filter and the illustrated raight headline.

se the illustrated straight headline with st the logo. Strategic Approach

ast resort: Use our typeface, Gotham ook) in Blue Pantone 299.

Connect with Angelenos and give them an easy way to make a big difference.

Encourage participation

Spread the word

• • •

Generate donations

WATER BRAND BEHAVIOR

Over-Hyped & Over-Embellished

DECLARE A WATER MOVEMENT

SPARK

ENVIRONMENTAL CULTURE

Lead a new cultural conversation about the real value of water.

Greenvenient

ENVIRONMENTAL BRAND BEHAVIOR

Cheap Tactic

CAUSE CULTURE

Rising Skepticism

ENGAGE

Reward our brand advocates, give them a place to contribute to the discussion and celebrate their ideas.

Help our target make better decisions about how they impact the situation in their home and in the world.

ACTIVATE

CONVENTION SUMMARY

Drive consumers to purchase by showing them the value of their purchase and the difference it makes.

BRAND BEHAVIOR WHEEL

CAUSE BRAND BEHAVIOR

OVERARCHING CONVENTION?

Environmentalism: Re-branded

ENCOURAGE

WATER CULTURE

Not On the Radar

_38

INDEP

ENDENT

DIAGRAM + PERSPECTIVE Diagrams can serve an explanatory function, clarifying form, structure, or program to the designer and to others, and notations map program in time and space, the primary utility of the diagram is as an abstract means of thinking about organization. - Stan Allen, Diagrams Matter The Storefront for Art and Architecture, located in SoHo NYC, is a contemporary art and architecture gallery. The space became an architecural landmark after artist Vito Acconci and Steven Holl redesigned the structure by transforming the facade into rotating panels of various orientations. The idea was to create a dialogue between the experimental projects exhibited with the interior and exterior of the space. In the summer of 2010 I had the opportunity to live in NYC and frequently visited the architectural landmark. During this time, I developed a case study on the space in an effort to examine the potential of the structure. Showcased is a collection of drawings that analyzes the space in further detail through isolating and distilling concepts.

elevation

perspecctive

INDEPENDENT

notation

E x tended Studies Medium: Graphite 2H, B, 2B, 6B Micropen Ink Sur face: â&#x20AC;&#x153;19 X 21â&#x20AC;? acid free drawing paper

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ABSTRACT SPATIALISM Abstract expressionism was America’s first art movement to achieve worldwide influence. Similarily, absract expressionism had been the first form of art to have an influential effect on my creative interests as a child. Growing up, my grandparents highly revered Jackson Pollock and even owned several prints of his, in which I would gaze at bewilderdly when given the opportunity. During my impressionable youth, I would create meaningless art in attempt to mimic my fascination with abstract expressionism. Now in the 21st century, abstract expressionism is more prevelant than ever. This genre of art is actualized beyond painting, and touches all aspects of design. Still intrigued and highly influenced by abstract expressionism, I took my thoughts to a paint canvas as a method of expressing my undertsanding of the genre according to space. In doing so, I wanted to represent the relationship between abstract expressionism in a voided space. The medium used was ‘kids paint’ in an effort to capture a level of naivety and empuzzlement that was prevelant during my childhood. I have titled this painting Abstract Spatialism.

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Medium: Crayola Kids Paint Sur face: 36” X 48“ canvas _36

HUMAN FORM + RATIO From Leonardo Da Vinci to Le Corbusier, the human form and ratio has been studied for centuries in an effort to derive relationships between systems. The human form itself is a system of harmony and proportion. Begining with Fibannoci, rhythms within the geometry of the human measurements were found that directly bound to mathematical order within the universe. Additionally used as an instrument, Etienne Jules Marey has analyzed systems of movement through formations of the human body. Studies by psychologists, such as Fechner, have even devised a system to test the idea that the golden ratio plays a role in human perception of beauty and order. While neoclassical artists, such as Matisse, created fluid expressionistic depictions of the human form that intended to “return to order” through a simplisitc approach. Regardless the method, there is no denying the human form’s geometrical influence on spaces in which it inhabits. In order to successfully build a world for humans to harmoniously live within, it is important one understand the human form and ratio in detail. The following work displays my understanding of the human form through studies influenced by historical artists and scientists.

E x tended Studies: _01 Photograph of Olympian statue at the Louvre in Paris, Fr _02 Continuous Stroke Drawing Medium: Black Pastel

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Sur face: 19” X 21“ acide free paper

Medium: Charcoal Sur face: 24â&#x20AC;? X 26â&#x20AC;&#x153; Strathmore 500 Series 100% cotton, acid free w/ laid pattern

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CALIFORNIA TRIFECTA The idea that a composition of elements contrive California‘s landscape, cityscape and habitat is quite intriguing. After further investigation, it can be understood that these elements are fundementally broken down into three categories; earth, water and fire. Earth is representational of the states vast lush land, that is continually evolving due to factors such as population, technology and new discoveries. The Pacific Coastline, where land meets water, has quintessentially been proclaimed as the heart of the state’s essence. Beyond exploring the coast through sea ventures, this “water space” has yet to be significantly tapped into. Equally significant to the construction of nature, fire completes the trifecta. Fire is the catalyst that deconstructs the environment and forces change. This concept has been clearly witnessed through the state’s history in natural disasters; earthquakes, landslides, droughts, wild fires, etc. In effect, these occurances have self imposed new conditions for the state. The work titled California Trifecta is a representation of my understanding of how earth, water and fire are harmoniously married through cause and effect. The collage imagery seeks to display the idea of deconstructing architecture over the Pacific Coast, which explores the notion of “retreat.” During a spanned time period, a series of sunset images over the Pacific Ocean’s horizon were taken. This collective image captures the link between earth and water, and where fire’s flame reaches its maximum and minimum. The result is represented through a self imposed deconstructed space that when assembled connects each component of the trifecta.

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ILLUMINATING SPACES Light is a powerful tool that can directly effect the density and dynamism of a space. This collection of photographs were taken over the span of two years and represent my interest in illumination. The goal was to capture the intensities of light when contrasted within dark prodominance. The images were enhanced to exaggerate the balance captured between light and dark in profound architectural spaces.

key: _01 _02 _03 _04 _05

Victoria & Alber t Museum; London L ACMA; Los Angeles WHITE CUBE; London MOMA; Los Angeles Manifest Equality; Los Angeles

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NEO INDUSTRIAL UK The United Kingdom underwent a complex of radical socioeconomic changes during the late 18th century, that brought extensive mechanization of production systems. Now over two centuries later, a seige of new British structures have been constructed in which are reminiscant of the influential design from this historic era. Additionally and most notably, these new structures inherently possess design attributes of the digital era. This collection of photographs were taken during a visit through the financial district of London, UK in the summer of 2010. The district has become revived with ornate structures that are impressionistic of a classic dark industrialism style. I am inspired by this era when materials and applications were processed in their most raw form.Building cities based off this predication is proven timeless and extremely thought provoking.

key: _ 01 adjacent Cannon Place _ 02 Bishopsgate Tower _ 0 3 Bishopsgate Tower _ 0 4 Lloyds Bldg _ 05 Cannon Place _ 06 Walbrook Bldg _ 07 Lloyds Bldg _ 08 Bishopsgate Bldg _ 09 Lloyds Bldg _10 adjacent Gherkin Bldg _11 Fleet L ane Bldg _12 Gherkin Bldg _13 Cannon Place

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WOODEN DESIGN

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Provocative furniture design is in many cases directly linked to the strength of materials applied. These materials can be both man made and natural. There is something beautiful about pure wood when contrasted with dark steel; such as exposed pipes, nails and screws. The combination between man made and natural materials has the potential to create some of the most compelling furniture design. The following two projects showcase my interest in furniture design. The objective was to create pieces that balance simplicity and intricicy through the use of materals, tecnique and applications. I believe the strength of furniture design is only as strong as its functionality.

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