practicum with
r a m Sa
a r e v ie Ri
is an independent full service agency affiliated to Ogilvy P.R. www.delacruz.com
n: o i t ca
Lo
ark .R. eP ffic abo P O ro yn Met 1, Gua 1705 T 8 S #9 0096
Superviso Rafae
Creat
l Sep
r:
ive D
ulved
irecto
r
a
Services Brand Intergration Coordinates and manages projects and budgets.
Brand Strategy Consumer planning.
Brand Technology Digital interactive media.
Brand Messaging
Concept development and execution.
Brand Contact Media.
Blue room
In house productions department.
Brand engagement Promotions.
Brand Support
Accounting and administrative.
Bran Logistics
Print production and traffic.
Brand Reputation Public relations.
Throughout college I always heard phrases like
…” rld o w al re e th in it o d ey th w “…this is ho
or “Wait until you do it in an agency…”and
t the deadline “Stop complaining abouce …” because on you’re in the real world
“real world” philosophies like the infamous, “the client will always pick the design you least like” also other
was most definitely commonly said by all the professors As an intern at DLC Agency & Assoc. I discovered that everything I heard and all the advice that I had been giving in college,
is very much a reality. (Just a little bit worst.)
Duties
I had the privilege of interning as
Junior Art Director and
Copywriter in the Creative Department.
My duties included designing/assisting in the art direction and creation of various types of promos, brand design and copywriting with various designers and brands (listed below), mainly assisting and working with Karla Bonilla, Brand Messaging Artist (Art Director) and Maria Del Mar Gonzalez, Brand Messaging Copywriter.
facilities reception
work
room
reception
De La Cruz & Assoc. is a 3 story building , located at the far west end of metro office park in Guaynabo, Puerto Rico.’
unge
It’s fully equipped with in-house Blue Room, a fully functional copy room, an (lunch) lounge and even an outdoor gazebo.
center lo
blue room copy room
illa
Karla Bon
interpersonal
relationships
A sense of b
elonging.
myself
`
ar
rim Ma
lez
za Gon
:)
Day o ne at D a blur ; quic LC & Asso k cw ly whom I was it became as really a as an work clear bit of ing al int ongs that these I was ern, but a ide peop s a fr ve le iend a saw me every ry well as not o nd a c sisted one w n ly owo as in my sure t here w very frie eager rker. ndly quest with and s the p as never a to le o u n endin g ass y room fo ght out to arn, ignme r dou bt wh make nts. en de aling
I feel very
privileged
to have w orked wit ried staff h of talente d in d iv iduals. My creativ ity has gro my expec wn beyon tations, th d anks to be ing inspire better de d to be a signer, a b etter com and to ne municator ver lose s ight of wh at is taste and genuin ful e, or even what cons titutes a decent h uman bein g. such a va
f o e re on g e D acti f p s i i t h s sa tern
n i h it
w
ity a rar s ’ t tha t and n k n e i t h n It co d. and ore , tere n m e t o a i e nm ’t b erat ivileg r n o d i i a p n s i c a n op f. I co been my ysel into e e m v k n i l a e e h lik ak I felt ould mer ere t w o w c t I s . C ew dea t DL ran a o My i f y a y ciall y st e. espe l with m ther g n i u k ef wor me, grat e , u n i ry ti t t n tions n s e o e c e u r q to fo n sking ur be a o , y ow h d r n m a a t h g alf ou orkin ing h ying f r v w i t r , r e d A n nse o lat a e n k s i r o od ing ore w a go stay m s a r r. o s gf hono alifie u d n q askin a ly ve sure itiati ideas ibility, in ons resp
f o e sens ty,
Myresponsibiliand
e y v i t a i init f-honest sel
d e i l p p a s e i Stud at work Four years of learning the trade of designing doesn’t sum up what truly goes on. I did have a clear idea of what my internship experience would be like but many important aspects of the industry are never discussed in College and its really concerning.
Deadlines
and
quick creative
thinking wasn’t a big ordeal for me, it flowed well. It was interesting to be asked for help with programs by people who have many years of experience. There was never a moment in which I felt like there was a task that was asked of me that I could not complete, so it can be stated that my studies paid
off and that I was never unprepared.
c e i t g n e l l a l o C e At as aninfluenc
Campus wise, Atlantic College isn’t a masterpiece. The Student body, well, its mostly undesirable. Also many of the school policies make no sense but regardless, the professors make up for anything that the school could lack. I feel privileged to have been taught by such great professionals. To have had their guidance, wisdom and advice is what really shaped me to be the kind of designer that I am.
They always wanted to get the best of me, which made me want the same thing. To always be better and think outside the box. I have to especially thank some very specific people for encouraging me and making me feel like one day I could really do the things I set out to do in my career. Thank you, you have made a lasting impression on my persona and I strive to someday be as great.
Prof.
Lorenzana | Rosa Colón | Morales | Goicochea | Pacheco Jennie Cortés | Cardona | Jusino | Arroyo | Suiko | Portalatín
e tive ng in m r o p i liev sup e t b s r o n m you fo e me e b g k n i e n lett hav d. Tha t r e o t n n s d si ng to e nd for n a ni er ’t a oth egin le didn m b My om peop e fr m of of lot a n whe
. p u ve
y l i am
gi
F
Autoevalua
8
On a clas
tion
1 10,
sic scale of to I give my stelf an o uts
because I wish I h ad been tanding more the more aw time I sp a r e and thus ent at Co taken it m had enjo ll e g e a o n r d e day by yed at DLC a But regard day and nd Asso less, I hav c li ved it a . Perhaps e no regre bit more t s a n . d Id I gave it m y all and t on’t think I could have do ne a bette o me, that r job. is all tha
t counts.
WORKS
The following is subject to copyright from the pertaining brands.This is some of the work I partook in that has been published or pending approval.
c.
s
s n: 30
ión
ripc
sso Pepín & A Pan Cruz nte: e lA Clie ncia: D Age
con a e za ien unta le fu n com preg cómo está ncio ue le ueño mbos edor u n El a hico q o peq ela. A l com wich u e c n un erma e esc esa d sánd . n d h su u día n la m ndo u cerola e a s a os comie o de iez en tad mp g sen están un ju eño e . o u e y s mand peq su día o y to erman sobre El h ntarle o. o nd ac e fo
desc
l
a visu 1
STUDIOS
2
ca
úsi
o: M
audi
de
do fon
Pensa r más cr la idea eativa.
1
T
T-SHIR
2
n,
ca úsi
o: M
4
7
Edició
locuci , la ón e ic añoy mús or ap el b ntro d ma. en o e os yor d se as mb a n a no m dose, y el ndo tá Es rma chán añera abla e h el h era du e la b igue s d bañ rtina fuera o a la c ueño q r. e p para Filmac sin ió . audi
HAND OUTS
Prese nt del pr ación oduc el men to y a com saje unicar .
d
.
3
merc ial
ial de televisión
par
Prese nt de del co ación illo merci pas or no al. del y rma do o ma el he ole sin n y d an l fo n e herm fono ontán día. e l lé u Sale sa, e or te e él c en s d p a fue la c lando etrás o le d om hab ueño re c peq r sob para
ca
úsi
o: M
audi
S TO CAMP UR KID UCTION DAY O Y E K TA ROD VENT, P WORK E
Pro ceso de creación para un co
de
6 5
comer ntade dol secinal. na
do fon
3 4
STUDIOS
Selecc ió direct n de acto res, or y lu filmac gar de ión.
Se
vestua lección de está on u tá rio y yor sala c ño es los maqui ma e ue llaje. ano de la peq dio d . erm ble te no me El h l mue erma o en temen h e en a y el el pis nstan uestra ida. n o chic do e ndo c r se m , aburr ta sen , habla mayo chica o dos eman do y la El h onza rg ave . ca
úsi
o: M
audi
de
do
fon
WELCOME STUDIOS
STUDIOS
STUDIOS
BANNER
producers
film crew
R CAREIGN SUMME AMPA DOVE C DEKOCAST
, RANO E V E EST NDO QUE LI TO MÁS PUES L. S Á EVAR RÁ TU PIE SE PRINTS
A M ITAD IÓ N LI
n atació la hidr l la tu piel un día so s ta da a de are le Después e con plan to. lo mer C no. tant e Sum e el vera a humec s de flor de lla. ov D nt be em lo belleza cesita dura r ¼ de cr as y péta ra un piel na rra de ne marin clave pa La ba ante que a al combi la refresc ra y renuev aria es ón di restau ectaci Hum ED IC
AHORA LO OOOOOOO OOOOOO OOOOOO OOOOOOO OO SERÁ TU PIEL.
ED ICIÓ N
LIM ITA DA
La barra de bellez le necesita a Dove en nuestro da a tu piel la hid rat clima tro pical. De ación refrescante la restau spués d que hu ra
BANNER
PROMOS E V A U S INE & NEW L
ls New Suave Professiona
The
E xperience PROFESSIONALS
PRINTS have an Professionals hair products The redesigned Suave you have always hair the you s give that improved formula brands. to work as well as salon wanted and are proven
New look New formula
The Suave Profes sionals Expert will blow-dried your ha ir for free when yo u buy two Suave Pro fessionals produc ts and present the pu rchase receipt to our promoter.
ts.
lenish your Rep natural inghair % red ien 100 h wit
You will also parti cipate for a $100 Pennywis e gift card. Rethink salon hair.
Rethink salon hair.
PROFESSIONALS
NALS
SSIO
PROFE
sionals Suave Profes s productos do r ra mp te gusta Al co doso como bello tan se ra que pa lucirรกs tu ca lto bu instante un y ganarรกs al nde quieras. do a s ve los lle
el Sรณlo muestra mpra a co e d o b reci otora. nuestra prom
PROFESSIONALS
WOBBLER
Rethink salon hair.
PROFESSIONALS
r rticiparรกs po Ademรกs, pa de imagen un cambio rto expe . por nuestro
S ERS REWARD AMEX L DROP HEAD EMAI
GE
ULL PA WAPA F PROMO
PUERTO RICO IDOL BILLBOARDS
. chuchin n e i b s ne 60. u padre, licitacio número e f s pos de s Rico. pleaños a n U e los tiem o n su cum a Puert da, desd oreaux e isito Vig confianza brinda s entretenimiento u L a s o nto Felicitam agradecemos la vemos ju do do que lle ra g s Sobreto lo a h niéndono r años á entrete la cual po ir u g e s s leaño su cump rama especial: g Hasta en ro p u s con a todos
reaux
igo Luisito V
0
a los 6 Chuchin
HOYp.m.
0 rdas. 10:0 te lo pie No
AGE
P ES FAN HUGGINS SCREE
P-ON IES SLI HUGGC T AS DEKO
MENU KIOSKO OPTIONS & LOG $3.00
Conilola | Chocolate Vain .00 os $5 Bizcoch Variedad
s Topping
$5.00
Frapdéad Varie
$1.00
tes Chocoléla Nest cocho o de biz ping
$0.50
Variedad
Pedmaazntecado y 1 top con
e m Sunda
Ice Crea
.00
$3 Conilola | Chocolate .00 $5 Vain hos c o c z i B ad Varied
gs Toppdinad Varie
$0.50
Fraiepdéad Var
$7.00
Refresco Agua
$3.75 $3.00
$5.00
s
late Choctolé Nes
$1.00
o zcoch o de bi opping
Pedmazantecado y 1 t
ndae am Su e r C e c I
con
$-.--
$-.-$7.00
co Refres Agua
$3.75 $3.00
RE
EN CA DOVE MURE BROCH
Samarie RivlePraroject 2011 | Fina