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Illustration
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Portraiture - Creative Heroes Fashion Design - Evening Jacket Fashion Design - Ball Gown
Technical Drawing
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Penthouse Suite Design - Isometric Drawing Penthouse Suite Design - Perspective Drawings Penthouse Suite Design - Plan Drawings Penthouse Suite Design - 3D Model Views
Graphic Design
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Band logo - Acid Blues Club Band logo - Tinlin Company logo - Breakconvention Company logo - Foodwe CD Package - Shade of the Shadows CD Package - Notes from the Road Poster and Banner Design
Photography
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Live Music Event Photography Plate Up - Cookbook
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Storyboard - K99 short film Storyboard - Piankhi Trance Sported. Short film Tinlin, Still Here. Music Video Tinlin, Open Eyes. Music Video Tinlin, Open Eyes. Production Photographs
Video
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Animation
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Foodwe - Animated Video Foodwe - Campaign Story and Award
Web Design
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Breakconvention.net Customised Wordpress theme
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Breakconvention Live Music Events Music Glue Advertorial
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Roo Panes, Land of the Living EP launch show case study
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Spec Advertisements - 48 Sheet Posters Spec Advertisements - 4 Sheet Posters
Event Management Marketing Communications Advertising Spec Work
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This portfolio is designed to showcase my skills and experience across a range of creative disciplines from corporate design, brand creation, technical drawing and illustration to event management, photography and video production.
Career Statement
I’m a graduate of Central Saint Martins College of Art & Design, London, and a former architectural contractor, planner and project manager. Since 2006 I’ve run my own live music events business ‘Breakconvention’ while working on a wide range of creative projects. My aim now is to bring together all my skill sets and apply them in a role at a creative agency or leading brand.
Skillsets
Creative
Video direction Cinematography Photography Production design Animation Storyboard design Video editing Graphic design Interior design Illustration Scale drawing Web design
Event/Project Management
Event conceptualisation AV Technical production Venue/studio hire Talent booking Band management Staff supervision Basic accounting Budget allocation/control Business administration Time management
Marketing Communication
Strategic marketing Social media marketing Live music event marketing Conversion focused web design Responsive web design PPC Ad campaign management Advertorial creation Media buying Press/blogger liaison Press release writing
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Education
Software
Advertising ‘Working in a Creative Partnership’. C.S.M. Print Making. C.S.M. Web Design. Introduction to HTML 3D Design Introduction Course. Escape Studios B.A. (Hons) Art & Design (Media Pathway) C.S.M. 3 A-Levels: Media Studies, Art & Design, Design Technology As a Lynda.com member I continue to educate myself online. I use the site on a weekly basis to improve my creative skill set and software knowledge.
Mac OSX MS Windows Adobe Photoshop Adobe Illustrator Adobe InDesign Adobe Lightroom Adobe Premiere Pro Adobe Audition Adobe Professional Adobe Distiller Go Animate MS Office Suite AutoCAD Wordpress
Awards
Young Innovator of the year award 1996. (Buckinghamshire County Winner & National finalist)
Contact
Email: Ross.Clements@gmail.com
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Illustration ‘Creative Heroes’ portrait series. Page 6: David Lynch (ballpoint). Page 7: Chet Baker (ballpoint and oil pastel), Scott Walker (ballpoint), Andy Warhol (oil pastel), Frank Lloyd Wright (oil pastel).
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Fashion Illustration
Title: ‘Blue’ evening jacket Materials: white leather body, blue fur collar and cuffs, glass marble buckles.
Eye material jacket lining print design To create the material, I painted 400 eyes on to plain white cotton forming a rectangular grid of eyes. The grid was scanned and printed to make a 10m length of meterial for use on the jacket and ball gown opposite.
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Fashion Illustration
Title: ball gown The design features a bodice made from a lycra and silk blended fabric, printed with the multiple eye design. The base of the gown was designed to be made from champagne coloured dupion silk, with eyes embroidered at the waist where the top and bottom sections meet.
Jeans design Produced for a denim producer, supplying Top Shop, Monsoon and Primark, retail fashion chains in the UK.
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Technical Drawing Penthouse Suite Design - Firmdale Hotels, London Brief: Create a penthouse hotel suite with interior furnishing. Isometric scale drawing of the first and second floors of penthouse. Standing points for perspective drawings opposite are identified.
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Technical Drawing Penthouse Suite Design - Firmdale Hotels, London One- and two-point perspective drawings with initial interior detail and furnishing design ideas.
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S.P. 2
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Technical Drawing Penthouse Suite Design - Firmdale Hotels, London 1st and 2nd oor plan drawings. 1st Floor
2nd Floor
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Technical Drawing Penthouse Suite Design - Firmdale Hotels, London Penthouse 3D model views
1st Floor
2nd Floor
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Acid Blues Club - Band Logo and Vinyl Jacket Design Brief: Design a logo and vinyl jacket for the electro house band Acid Blues Club.
The vinyl jacket and record centre design feature the ‘Acid Blues Club’ logo printed in fluorescent ink for DJ-friendly club use.
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Tinlin Band Logo and Merchandise Design Brief: Design a band logo and merchandise for the folk band Tinlin.
Band merchandise
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Breakconvention Logo Design Brief: Design a logo and identity package for Breakconvention, a live music events company.
The promoters toolkit, Breakconvention press release and stationery.
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Foodwe Logo Design Brief: Design a logo to represent the non-profit food waste evasion company Foodwe.
Foodwe T-shirt worn by company founder Olivier Neufkens on the Belgian TV show ‘Pigeons & Planes’.
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CD Package Design Brief: Design a cover for Tinlin’s ‘Shade of the Shadows’ album.
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CD Package Design Brief: Design a cover for Tinlin’s ‘Notes from the Road’ album.
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Poster and Banner Design
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Poster and Banner Design
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Photography: Live Music Performance Bands featured in photos. Page 22: Electric Litany performing at Hoxton Square, Bar & Kitchen, London. Page 23: 1 Josh Flowers & The Wild, 2 Lloyd Yates, 3 and 4 In Their Thousands, performing at Bush Hall, London. 1
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Photography: ‘Plate Up’ Cookbook Brief: Produce a cookbook to showcase my favourite recipies and cookery knowledge. Plate Up is currently used by the book printer and online publisher, Bob Books, for their trade show marketing.
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“Plate Up is a beautiful example of cookery book design. Sharp photography, clear typography and a simple, fresh lay-out make it one of the finest examples we’ve seen”. Bob Books, the UK’s top publisher of photo books.
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Storyboard Design - K99 (Short film) Brief: Produce a storyboard for the short ďŹ lm script K99.
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Storyboard Design - The Legend of Piankhi (Feature Film) Brief: Visually interpret George Harris’s (Raiders of the Lost Arc, Harry Potter) script to produce a storyboard, depicting a key action sequence.
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Video - ‘Trance Sported’ Short Film Credits: Producer and First Assistant Director
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Video - Tinlin ‘Still Here’ Music Video Credits: Producer and Director
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Video - Tinlin ‘Open Eyes’ Music Video Credits: Producer and First Assistant Director Page 31: The production photographs depict the one-day shoot at Camberwell Studios where Tinlin’s ‘Open Eyes’ music video was created. 1
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Animation - Foodwe Credits: Director and Animator Brief: Produce an animated video to communicate the Foodwe website service that redistributes unwanted food and reduces waste. 1
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The Foodwe Campaign The animation played a key role in a presentation given by Foodwe founder, Oliver Neufkens, on the Belgian TV show ‘Pigeons & Planes’. See screen shot below. ENG
Multi-Language Voice-Over
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To ensure the Foodwe concept spoke to the multilingual population of Belgium, I reproduced the animation in English, French, Flemish and Dutch. The male and female character voice-overs were recorded using a portable recorder then edited in Adobe Audition. Each voice was then lip-synced to its character in GoAnimate. The animation was also used to introduce the Foodwe website concept to the crowd-funding community on ‘Kiss Kiss Bank Bank’. The goal of the campaign was to raise money to cover the production of the website. The campaign was a success and raised €1,600 in 60 days.
Crowd-funding Campaign BE
It was a real pleasure to work with Ross. Apart from a creative mind, he is pragmatic and produces high quality deliverables respecting both time and budget - Oliver Neufkens, NGO Founder.
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To date, Foodwe has helped facilitate the re-distribution of over 20,000 tons of food to charities in Belgium. The Foodwe project won the ‘European Week for Waste Reduction’ Award 2015’.
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Breakconvention.net Website Design (Wordpress)
HOME
ABOUT
EVENTS EVENT LISTING
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The Breakconvention website employs a responsive Wordpress design theme that I customised to suite the needs of the business. The main purpose of this website is to promote advance ticket sales for live music events. The site was designed to document each event, showcasing rich media content such as music videos and photography, produced by the bands and Breakconvention. See website navigation map below. The home page design (left) features a large landscape display window with a slide show feature for promotional banners or video content. Below the banner are four poster display windows for future event advertising with buttons allowing users quick access to tickets or event-related materials. Below each poster display window is a ‘Buy Tickets’ button linked to the ticket vendor website. In addition to this a ‘More Details’ button is linked to ‘Events’ page which displays venue information, stage times, band videos, social media and website links. TICKET VENDORS SOCIAL MEDIA
VIDEO
PHOTO
LABEL PRESS CONTACT LINKS
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Event Management Breakconvention live music events In July 2006 Breakconvention (BC) live began managing and promoting live music events in London. The company was founded by three friends with a shared passion for live music. However in 2008 I took over the entire running of the business.
Venues BC Live have worked with in London, U.K.
As a promoter/event manager I like to start work planning an event four to six months in advance, then ramp up marketing activity eight weeks before the event date. I act as the main point of contact for everyone involved in the event. I book the venue, the bands, and am responsible for all financial arrangements. I produce and distribute all marketing materials. I work closely with the venue staff to ensure front of house ticket sales information is in place and all technical production arrangements are made in advance of each event. To date, BC has successfully produced 48 concerts in London and two events in Brussels. Line-ups have featured some of the best emerging bands from the UK including Waylayers, Roo Panes, Josh Flowers & The Wild and Ireland’s In Their Thousands. From the beginning I targeted venues run by Mama Co. to host BC events. The initial reason for this was the historical music association of venues such as The Borderline and The Barfly with indie, pop and rock music genres. Years later, experience taught me that these venues are generally run in a more professional way than independent ones. A professionally managed venue, providing quality technical, bar and security staff are vital to the success of an event. A key factor of BC events’ continued success was to take advantage of the rise of Facebook (FB) and the popularity of the FB Event tool. I made all band members administrators on Breakconvention FB Events, and asked them to invite their friends and fans, which ensured a targeted marketing reach. I complemented this by making regular posts, featuring related videos, event posters and ticket vendor links on all band and band members’ FB fan and friend pages. I also posted on recognised blogger and social media influencer pages. When FB was monitised in 2012-13, I evolved my strategy to employ a combination of PPC adverts and paid FB post boosts to target fans, to maintain or improve the marketing reach that was once achieved organically. With the rise of YouTube I used HD music video content produced by the bands to great effect. In the past five years most concerts I’ve marketed have employed a timed video release strategy from the headline band or support bands. A video release date is usually timed six to eight weeks prior to a live show, the video content is then distributed in boosted FB posts featuring the ticket vendor links to drive sales for the live event. When promoting concerts at venues such as Bush Hall, London (capacity 450 standing) the venue size and associated costs dictate that further marketing is required in addition to all of the above. In this situation to reach a larger audience I have advertised in well- known publications such as ‘The Guardian Guide’ and ‘Time Out London’ or popular music entertainment websites. An example of this marketing is the Gigwise website advertorial on page 39. ‘Breakconvention Live (Ross Clements) consistently marketed well-attended live music events, which made decent ticket sales and great bar take profits for The Borderline, London’ - Gemma Gilford - Mama Co. Venue Manager.
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Venues BC Live have worked with in Brussels, Belgium.
Breakconvention Advertorial featured on the Music Glue website, March 2014
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Marketing Communications Case Study: Roo Panes ‘Land of the living’ EP Launch Marketing Execution and Financials Between September and December 2013 I worked with WME Entertainment and Metropolis Music to promote an EP release show for the folk singer/male model Roo Panes. I booked Bush Hall in London (split seated and standing capacity 350) as the concert host venue as I knew its character would suite the artist’s music and fan base.
Facebook event and PPC ad campaign
I worked on the show for eight weeks acting as the main point of contact for everyone involved as well as working with the venue to make all production arrangements. I booked complementary support bands and ensured the marketing strategy was executed through daily social media monitoring.
To drive traffic to the FB event I set-up a PPC ad campaign targeting:
I produced all the marketing material for the show employing Lucy Panes’ theatre stage artwork created for Roo’s ‘Land of the Living’ EP cover. These materials included an A3 poster (seen on page 39), FB event banner, PPC ad images, press release and newspaper ads. Ticket Sales Marketing Execution The 350 ticket allocation was split into two categories: 78 stage front seated tickets priced at £15 and 180 standing tickets priced at £12. Prior to the show’s announcement date the 258 tickets were distributed between three online ticket vendors See Tickets, Music Glue and Song Kick (92 standing tickets were reserved for press, industry and free entry guests). To promote sales, each vendor was provided with marketing material to display on their websites. After the show went on sale, I reported ticket sales figures every Monday and Friday to Roo Panes’ agent (WME) and his manager Raye Cosbert (Metropolis Music). This weekly reporting gave me clear insight into how I needed to distribute my marketing budget to increase ticket sales. It also allowed me to know when to re-allocate tickets between the vendors when they were near sell-out. Music Glue proved to be the most successful vendor selling 128 tickets. I believe this was due to their decision to place a poster image for the show on their website’s landing page. Marketing Communications Budget: £1,000 Strategy/Marketing Mix Due to the public profile of the artist in London through his Burberry modelling campaign ‘Male Face of the Brand in 2012’, I decided to place printed ads for the show in two well-known publications, ‘The Guardian Guide’ and ‘Time Out London’, listing the Facebook event and ticket vendors. Printed marketing materials included Hard copy, A3 posters displayed inside and outside Bush Hall, cost: £20 ‘Time Out’, London ad, cost: £400 ‘Guardian Guide’ ad, cost: £400 ‘Guardian G2’ ad, cost: free
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The Facebook event was the main marketing channel for the concert with attendance confirmations giving me a clear insight of marketing activity engagement.
Users aged between of 18 and 45. Users in west London. Users interested in classical, folk, indie, and pop music genres. Fans of bands that play similar music. Users with associated artistic interests. Users who like the fashion brand Burberry (whom Roo Panes modelled for). To complement the PPC ad campaign, I paid FB to boost promotional posts by the bands. These posts featured promotional materials for the show and content such as music videos by Roo Panes and the support bands. Facebook Event Results 1,300 invited 252 people confirmed their attendance. 49 confirmed they might attend. Cost Breakdown Facebook paid boosted posts on three FB fan pages, total cost: £50 Facebook PPC ad campaign - £10 per day spend, total cost: £70 Total On & Offline Marketing spend: £940 Final Ticket sales and Event results Total event attendance: 311 (336 including free guests) Total advance ticket sales: 249 = £3,207 Door sales (walk-up/concession entries): 62 = £717 Ticket sales grand total: £3,924
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Spec Advertising Below are two 48-sheet poster adverts, created at Central Saint Martins College while I attended the course ‘Advertising; Working in a Creative Partnership’. The aim of the course was to bring aspiring creative directors and copywriters together.
NTK - ‘No To Knives’ Campaign, 48-sheet poster advert. Designed for cross platform display on the London Underground.
E Coffin - 48-sheet poster advert. Designed for cross platform display on the London Underground.
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Spec Advertising Below are a series of four-sheet poster adverts created to promote the Jack Daniel’s product family. The ads follow the traditional style of JD advertising. Designed to be displayed on the London Underground, each ad employs simple lead-in copy, concluded with the phrase ‘Pleasure in time’ to convey the history and quality associated with the brand.
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