Portfolio

and you thought I didn’t want to sell you anything

Every story has several angles. This one is particularly biased. It has to be.

This is my portfolio. My name is Márton Martos. I’m 24 years old.

I’m a creative thinker working in advertising.

Here I am, scaled down to an A4 page

My favorite commercials are all from the new Chrysler campaign “Imported from Detroit�. They seem to make a point with their honesty.

I think a CV needs at least the same amount of sincerity. An honest CV spares time for employer and employee also. It tells every detail that needs to be told, and tries to entertain so it can be remembered.

So, again, here I am, scaled down to an A4 page, showing you everything I learnt, did and dreamt of in my past years.

CV

Head • Photojournalism & Picture Editing, University of Kaposvár • Advertising & Brand management, InHolland University, Amsterdam • Communication & Media science, Eötvös Lóránd University, Budapest

• • • •

Hands Junior Art Director Saatchi & Saatchi Budapest Creative Trainee, Saachi & Saatchi Budapest Journalist Intern, Kreatív Magazine & Online Photographer Intern, MúzeumCafé Magazine

Muscles • Foil fencing – 11 years • hiking Márton Martos marton.martos@gmail.com +36/20-5900093

Mouth • English • German • Hungarian

Heart • poster design for DesignForChiele (designforchiele.com) • scout balls • learn paragliding • publish a photo essay in National Geographic Magazine

• • • •

cargo pocket @martongazso flickr.com/bymmg linkedin.com/in/martonmartos Béhance: be.net/martongazso

Lego ads for grownups

My Lego for grown-ups project was created in 2007 for a one semester assignment at the University of Kaposvár. The brief stated that we had to launch a new campaign for the brand of our choice, aim for new target groups and be original. As the course was advertising photography, a photo-based concept was a must.

I selected Lego because of my childhood passion over it, and decided to aim for a mature and educated audience, and show them that Lego is more than just a toy. I’m especially proud of this decision because Lego launched it’s Architecture series for the same audience just a few months after I finished this project.

I made two billboards for the campaign, and a set of brick-postcards to be placed in pubs and clubs, challenging the visitors to try to build their own Lego pictures.

I took the photos at the photo studio of the university with a Sinar camera & Sinar digital back. I used Sinar CaptureShop and Adobe Photoshop for post production picture development.

imagine...

Lego - poszter1.indd 1

Piet Mondrian’s Composition with red, yellow, blue and red, 1921 2007.12.28. 18:23:10

imagine...

Lego - poszter5.indd 1

The next step is Your’s 2007.12.31. 14:45:20

imagine...

Lego - freecard1.indd 1

2007.12.28. 18:25:57

Lego - freecard3.indd 1

2007.12.28. 18:26:56

imagine...

Lego - freecard2.indd 1

2007.12.28. 18:26:22

Lego - freecard6.indd 1

2007.12.28. 18:27:45

imagine...

imagine...

The Dead Coke

My Dead Coke series was created for a project at InHolland University.

The objective was to choose an object and present it in a remarkable way to the audience.

Instead of considering something interesting, beautiful or ugly, I went for a can of Coke, one of the most common objects around us. Some say Coke will kill you, and therein lay my idea. If you die from drinking too much Coke, how bad can it be to be a Coke can?

The mission to find fake blood in Amsterdam soon turned into a mission to find the most blood-like ketchup. Did you know, that the colour of the McDonald’s Ketchup matches the Coke red the best, and is the most blood-like on the dutch market?

Genuine Lorem Ipsum lens

After feeling quite comfortable working with Adobe Photoshop and InDesign I started to learn drawing vector based graphics in Illustrator.

Most of my advertising work had to be done in Photoshop and InDesign, so I looked for online tutorials for Illustrator.

My first serious try without online guidance, was this a camera lens.

I wanted to see how I could get the glass surface’s transparency and reflections as real as possible.

Theme design for T-Mobile

As junior Art Director at Saatchi & Saatchi Budapest, one of my first tasks was to design a graphic theme for T-Mobile’s appearances at music festivals.

As T-Mobile wasn’t a main sponsor of any of these events back then, they only had a large tent to display their services. Their tents were considered a place of sanctuary and relaxation by the festival visitors.

They provided internet access and computers so the visitors could keep in touch with their friends not attending the events.

Summer 2010 T-Mobile wanted to display an oriental theme for the chill-out purpose of their tent. I thought that a simple oriental style would be a bit too far from the festival audience, so I went for a more manga-like design. I drew the elements by hand, and colored them by hand too. In the end T-Mobile opted for a white on magenta version.

Identity pattern for T-Mobile

After a while T-Mobile became the main sponsor for several music festivals in Hungary. They needed a graphic pattern that was not branded, but that would be easily recognizable and could be linked to T-Mobile as needed. The client was impressed with my previous designs, and engaged me to start working on their next project.

The result is a set of vector graphic elements made form simple shapes and the letters of T-Mobile’s brand typeface. The example shown is designed to be affixed to the front side of a bar.

Scribble without a care with a Pilot

HotDog.hu, is by definition a flashy and shouty social network. But, precisley for those reasons, it’s the largest online community among teenagers in Hungary. It was the perfect forum to launch Pilot’s Frixion ball pen as campaign. Because Pilot Frixion is a pen designed for teenagers. A pen that has erasable ink.

We gave the users a tool with which they could draw anything on each other’s profile pages and profile pictures and share the results. The scribbles were of course all erasable, but everybody that visited the site went with the express purpose to leave a mark.

At the end of the first full day of the live application, more than 14.000 scribbles were made, more than 1.700 in the busiest hours. At the end of the first month we had 111.414 scribbles, and the whole site was talking about Pilot. Word has spread far and wide among teenagers.

The new game turned into a new messaging tool on the site, and after the application was taken down, the users were desperate to get their new toy back again.

Art direction with Ramóna Udvardi, copywriter: Máté Nagy.

Scribble without a care SCRIBBLE AND WIN! Body copy with game details.

Animated flash banner for Frixion pens

T-Mobile monthly plan for students

In the spring 2011 T-Mobile created a monthly plan for students. It was called “Like”, and it was all about sharing your story in your own words.

It included free minutes to talk about them, free messages to share some news and just enough data traffic to upload the best of them to Facebook. It was cheep, and perfect for a student’s budget.

We based the idea on the stories the users will share, and took the school rumor-mills as a given. The most embarrassing thing in a community like this is to miss the story that everybody is talking about.

To make buzz about the new plan, we had a man dressed in diving gear walking around at the major universities, and we offered gifts for the first people to share a picture of him on T-Mobile’s Facebook page.

Copywriter: Andrea Toth

PRS2252

Ne maradj le a jó sztorikról

Don’t miss the good stories

Huawei U8500 új Like előfizetéssel, 2 éves hűségnyilatkozattal

Device offer details

1490 Ft

10 x

(1490 Ft kezdőrészlet + 9 x havi 1490 Ft-os kamatmentes részlet) Teljes ár: 14 900 Ft

www.t-mobile.hu

Like díjcsomag főiskolásoknak és egyetemistáknak

Like

díjcsomag

Like monthly plan for high school and university students

■ 1500 Ft-os, belföldi alapdíjas T-Mobile hívószámokra 100%-ban lebeszélhető havi díj ■ 15 Ft-os perc- és SMS-díj belföldi hálózaton belül ■ 50 MB díjmentes bennefoglalt belföldi adatforgalom, túlforgalmazási díj nélkül ■ 3 db belföldi alapdíjas T-Mobile hívószám 0 Ft-os percdíjért hívható belföldön, összesen havi 100 óra erejéig

Plan details and bodycopy

Az új Like díjcsomagban mindent megtalálsz, amire csak szükséged lehet egy jó sztori megosztásához, hiszen kifejezetten a Te igényeidre szabtuk. Új előfizetéssel az aktiválástól számítva 2 évig veheted igénybe. Ráadásul egy szuper okostelefont is kaphatsz a kezedbe, így neked már csak arra kell figyelned, hogy legyen mit megosztanod.

Az akciós díjcsomag ajánlat 2011. április 1-jétől visszavonásig érvényes. Az akciós díjcsomag érvényes magyarországi felsőoktatási diákigazolvány bemutatásával vásárolható meg, és az aktiválástól számított 2 évig vehető igénybe. Egy diákigazolvánnyal egy Like díjcsomag igényelhető, kizárólag új előfizetésként vagy Dominóról számlás előfizetésre való váltás esetén. A készülékakció 2011. május 1-jétől visszavonasig vagy a készlet erejéig érvényes. A készülékakcióban egy előfizető a kedvezményt legfeljebb egy alkalommal veheti igénybe, maximum egy készülék erejéig. További feltételek a T-Pontokban, Partner üzleteinkben és ügyfélszolgálatunkon érhetők el: 1430, 06-1/265-9210.

TM_33010652_420x594_poster_like_csomag_huawei.indd 1

Legal copy 5/9/11 12:36:24 PM

Fenistil bad tan

Fenistil gel is mostly considered to be useful for insect bites. In the summer season of 2011 the company decided to focus consumer attention on other applications of the product.

Their ads have occupied the walls of changing booths at beaches.

To be relevant in these locations, we came up with the Bad Tan poster. For reasons unknown to us the company chosed to run their international print campaign instead of our location-aware work.

Copywriter: Szofi Olรกh

If only the bikini

comes off, but

it’s mark stays on you

Ease the symptom of sunburn, bug bite or allergic reaction fast with Fenistil gel.

Bodycopy

Legal copy

The Converse pitch that never existed

I caught a conversation in the staircase, and learned that the company was working on a mysterious Converse project. I started to think about the brand and the possible brief, and came up with this.

The “arrive in style” idea is all about the people who wear Converse shoes. Those people don’t always arrive on time, but when they do arrive, they make a cool statement.

The Moon landing site idea came to me as I watched a recent photograph of Edwin “Buzz” Aldrin wearing an “Actually, I AM a rocket scientist” t-shirt. I immediately thought that he must have been the coolest man on the Moon. Not the first one, but the first one, who would be wearing his Converses on landing, if it was possible.

The pitch was for the PR depatement from a shoe shop..

Digital hype for handwriting

In 2012 the Hungarian Association of Communication Agencies and Young & Roubicam Budapest challenged the young creatives of the country to bring handwriting into fashion.

My solution starts with the recognition that something can only become hip if people use it, and though handwriting is something we all use it’s not compatible with the digital surfaces that dictate fashion.

I dreamt up an app that recognizes the borders of each word on a hand written page, thus allowing text reflow while zooming in for better legibility.

With this solution people can send more personal and unique messages to their loved ones, and can be sure that their message is readable on any device.

Once the opportunity is given to use handwriting on the device that is most likely to used to send our messages anyway, I planned to promote the new solution with traditional printid and online advertising.

Design for Chile

Design for Chile was brought to life in 2011 after the devastating Chilean earthquake. Invited and volunteering artists were asked to create custom posters to raise awareness of the tragedy.

Among fifteen other pieces, my entry was chosen to be exhibited in Chile, and was sold online along with the other invited designers’ work.

The money that we made went to the Chilean Red Cross to help victims.

I+Chile

I+Chile

I·wIsh·thousands· of·hands·wIll·help· to·rebuIld·the· fallen·walls·agaIn. I·hope·7000000000· people·would·gIve· a·heartbeat·from· theIr·lIves·to·help.

I·wIsh·thousands· of·hands·wIll·help· to·rebuIld·the· fallen·walls·agaIn. I·hope·7000000000· people·would·gIve· a·heartbeat·from· theIr·lIves·to·help.

designforchile.indd 1

2010.03.10. 16:39:43

This portfolio was made using

Max Miedinger’s Neue Helvetica, Hannes von Döhren’s HVD Comic Serif Pro and Adobe’s InDesign in 2012 by Márton Martos.

The End