Failed astronaut seeks employment.
Hello.
As a small child I knew was going to be an astronaut. A few years later I wanted to design amusement parks. At 16 I got my first job as the fry guy at Wendy’s. I went to college with dreams of being a filmmaker. After graduation I ended up managing surf & skateboard shops. In my early 20’s I was a nightclub DJ. I moved people with music. Now I want to create ideas that move people, cultures and brands.
My name is Sean.
I am too claustrophobic to be an astronaut. Account Planning appears to be the next best thing.
Education:
Masters of Communication, Communication Strategy Virginia Commonwealth University Brandcenter, May 2008 I developed the tools to create and package brand building ideas.
In pursuit of strategic solutions Bachelors of Science, Media Studies Radford University, 2003 that move people, cultures I gained a deep respect and understanding of film, radio, music and life in rural America while attending a small and brands. state school in the Appalachian foothills.
Work:
RIVET Global, Chicago Illinois, Summer 2007 Strategic Planning Intern
-Facilitated brainstorming sessions forwith senior creatives Kelloggs. -Developed ideas from brainstorming into promotional concepts that were presented to Kelloggs -Directed a team of interns in creating a new standard format for the agency creative brief. -Conducted primary research interviews for CVS, Kellogg s and the Chicago White Sox.
Coastal Edge Surf Shop, Virginia Beach, VA. 1998-2005
I did everything from bail water off leaking store rooftops to representing the company at national industry events. I discovered that versatility and talent make you valuable but hard work is what makes you a leader.
Marketing Manager
-Created promotions, POS and ads for an 8 store chain -Designed all promotional materials, coupons, flyers, and ads -Coordinated ad placement with local media representatives
Internet Manager
Sean Staley 757-342-5234
sean@seanstaley.com
2712 Grove Avenue. Apartment 13 Richmond Virginia, 23220
-Maintained day-to-day operations of two e-commerce sites -Supervised orders, planned content, and developed special promotions
Store Manager
-Managed all staffing including interviews, hiring, and employee relations -Conducted daily banking and administrative processes -Directed Visual merchandising -Directed merchandise buying across a wide variety of categories
etc:
-President /Head DJ, 901 Sound: DJ service, 1999-2006 -2007 One Show Client Pitch Finalist. -Hosted a radio show in college -Interned at a Hip Hop radio station -Proficient in Microsoft Office, iWork, Adobe Creative Suite, and Final Cut Pro
Numark TTX Turntable Assignment Write a creative brief in story format. I created a simple picture book detailing an impending war between The Numark TTX DJ turntable and the industry standard Technics 1200 turntable. The retro pictures and language evoke the target consumer, Hip Hop DJs.
Numark TTX Turntable:
A Street Story By Sean Staley
It had been that way for as long as anyone in the neighborhood could remember. One turntable held a vise grip on every DJ’s heart and mind.
The TTX was built not just to battle with the neighborhood boss, The Technics 1200, but to change the whole landscape of the neighborhood.
Since 1979, The Technics served everyone, everyone who mattered. If you weren’t with him you were not making it, you were not a real DJ. He was from the old school and wasn’t budging for anyone or anything.
The TTX feared no turntable. TTX knew Technics well established reputation was his weakness. He couldn’t change couldn’t adapt, cause he never had before. Changing would show that he was actually scared of the competition. With an interchangeable tone arm, USB outputs and BPM read-out the TTX was about changing the game.
But fear crept through the neighborhood from block to block. DJ’s questioned themselves. What would everyone say if they cut ties with The Technics? Would their credibility be questioned?
But damn if the TTX wasn’t doing it too big to worry about what people thought. Change can be scary but it is necessary. Change keeps the neighborhood alive, keeps things moving forward.
TTX was a man of the people. He wasn’t about dictating to them what a turntable should be. He listened to what they wanted and delivered.
The Advocate
Problem
Strategy:Sean Staley Brand Manager: Kate Rogers Copywriter: Laura Holmes Art Director: David Byrd
STRATEGY
As the first LGBT magazine in the US The Advocate was once a provocative and timely publication that provided unique insight and perspective. In the past 10 years it has seen a steady decline in readership and ad revenue as younger, more vibrant publications have infiltrated the marketplace. To keep up the with these new publications the Advocate has shifted its focus from hard news to entertainment. This has displeased loyal readers. The magazine desperately needs to re-establish itself as the source for the LGBT perspective on the issues, ideas and personalities that shape the world.
Reader Perceptions of the Advocate Past
Present
“A glossy rag now more akin to Tiger Beat than Time” -Former Advocate reader
Insight
The Advocate lacks the hard-hitting edge it had in years past. It now shies away from controversial issues because it is trying to please everyone. That’s not the thinking the magazine was founded on. This mainstream stance has pushed away readers and moved the magazine towards irrelevance. So what is a unique position in the current marketplace? Controversy.
Controversy(n): A dispute, especially a public one, between sides holding opposing views.
Controversy sparks ideas. It creates tension and draws attention. It also starts shouting matches and makes people stop listening. It is not approachable. Today people are controversy fatigued. People equate controversy to pointless protests and public shouting matches that fall on deaf ears.
Idea
So how does a magazine become controversial while still being approachable?
Intimate Controversies Discussions about controversial topics that are more personal, approachable and conversational. They create public and personal dialogue that is emotionally and intellectually challenging.
Less like this
More like this
The Advocate
EXECUTION
Conversational Chairs
These blue chairs are to be placed in high traffic areas. They are conversation starters. Each chair will have a conversation provoking question that deals with LGBT rights.
Why Chairs?
Chairs are approachable and are associated with people having personal, intimate conversations.
Controversial Conversations Website
The Blue Chairs drive to this web site, which will also be an introduction to the Advocate.com. From this page visitors can add to the conversations created by the blue chairs.
What if telling someone you had a crush on them meant risking your life?
VitaminWater
CONNECTION STRATEGY
Strategy:Sean Staley Brand Manager: Joe Qauttrone Copywriter: Laura Holmes Art Director: Marcus Brown
Problem
After a meteoric rise Vitamin Water stands at crossroads. Will it be along term player in the beverage market or a flash in the pan? Their current messaging strategy “Try It” has a shelf life that is soon to expire. Vitamin Water needs to create messaging that goes beyond trial and gives it a clearly defined position in the overcrowded beverage cooler.
Insight
If Gatorade owns sport, the fruit beverages (Nantucket Nectars and Naked) own natural what can VitaminWater own? Intelligence, it surrounds the brand. The scientific undertones of the formulas. The smart clean packaging design. The witty copy on the labels.
Idea The beverage that allows you to intelligently interact with your environment. Each formula of Vitamin Water provides a different combination to help you get the most out of your day no matter the task or environment. Think of it like the beverage that accompanies your “to do” list. Sitting in front of computer for hours finishing a big report? Try a “Focus.” Stressful day at the office got you on the edge? “Be Relaxed” is there for you. To bring this to life we are going to place ads and experiences for flavors that will be beneficial in the specific environment they are placed. “Be Relaxed” in the office environment, “Balance” on the crowded subways of NYC, “Focus “on college campuses.
VitaminWater EXPERIENCES Display Cases and Vending Machines
Distributed not only to grocery stores and convenience stores, but in places as diverse as yoga studios, book stores, record stores and universities. Each machine will carry formulas that are tailored to the environment in which it’s placed, and will have touch screens that offer formula suggestions based on the activities the consumer has planned for the day.
Pop-Up Hydration Centers Street teams set up brand spaces devoted to meeting the needs of the people in the surrounding areas. For example, this B-Relaxed center would be placed near or inside office complexes, and offer comfy inflatable chairs, soothing images broadcast on an HDTV, Vitamin Water masseuse, and a water cooler full of B-Relaxed formula Vitamin Water.
VitaminWater ADS Public Transportation
Wired & Fast Company
Bands, Fans And Brands Standing amongst a crowd of over 300,000 people listening to Daft Punk, a seed of an idea popped in my head. Study the fans first and figure out the consumer part later. Think about the bands and musicians you love. Now think about the other people who are true fans of those artists. Chances are you share similar views, and beliefs with the other fans. That may lead to similar purchasing habits. At the heart of culture shaping music is individual ideology. People connect to artists who look at the world like they do. This creates a large Identifiable group with similar perspectives. Within the fandom that surrounds musical acts there are numerous connections and insights just waiting to be discovered. It is the next frontier in qualitative research. What if there were planners whose job was to study the habits of large groups of music fans? They would be searching for connections between bands, brands and culture. One week the planner is delving deep into the world of Pearl Jam fanatics. Eventually patterns could be discerned in their beverage and automobile purchases. The next week they become absorbed in the culture that surrounds Daft Punk. What kind of computers are the fans using? What shared beliefs do they have about packaged foods?
Problem this solves?
It’s difficult to find authentic emotional bonds between consumers and brands.
Audio Culture Connection After connections between fan groups and brands have been identified there is an opportunity for a relationship builder. An organization with an extensive knowledge of both music culture and brands that can foster lucrative relationships between artists and the brands their fans use heavily. A new kind of shop. I call it an Audio Culture Connection Shop
Artist
Labels
Audio Culture Connection
$
Problem this solves?
There is a lack of capital being pumped into the recording industry.
Natural Resource Defense Council
*One Show Client Pitch Finalist
STRATEGY
Strategy:Sean Staley Strategy:Alexis Bass Copywriter:Gaurav De Art Director:EB Davis
Problem Even after Al Gore’s an Inconvenient Truth and the Green Movement hype the NRDC is still having trouble bringing about change on the issue of Global Warming. The NRDC needs a solution that goes beyond awareness and generates action.
Audience
Passive environmentalist
If the recycling bin is not within 100 feet the plastic bottle is going in the garbage can. They feel taking the stairs instead of the elevator or riding a bike to work isn’t going to change anything. It’s just inconvenient. The environment is a concern for them but global warming is a big abstract problem, and they don’t have the power to create big practical solutions. As global warming effects increase they feel less empowered and more apathetic.
Idea
Environmental Democracy
The road blocks to monumental changes in global warming are not the individual citizens but the lawmakers who block legislation. Environmental democracy creates a channel through which people can voice their frustrations to the elected representatives who are preventing change. This ability to directly speak to those who are blocking change will turn the Passive Environmentalist’s feelings of apathy into activism. It’s human nature, when people believe they can create change they become more inspired to do so.
Use the voice of the people, to start a movement by the people, to preserve the planet for the people.
Natural Resource Defense Council
EXECUTION
Sen. Jim Inhofe (R - Oklahoma)
Battle global warming AT NRDC.ORG
“Global warming is the greatest hoax ever perpetrated on the American people.”
Natural resources defense council
Battle global warming AT NRDC.ORG
Natural resources defense council
Postcards that provoke and facilitate immediate action.
“Global warming science is uneven and evolving.” Joe Barton (Rep - Texas’ 6th District)
Then why do 2000 scientists around the world agree upon the exact same facts about global warming?
Outside the Senate, cherry blossoms are in full bloom in January.
What do you say to a man like that?
What do you say to a man like that?
NO POSTAGE NECESSARY
NO POSTAGE NECESSARY
From:
Battle global warming AT NRDC.ORG
Joe Barton United States House of Representatives 2109 Rayburn HOB Washington, DC 20515
Natural resources defense council
Battle global warming AT NRDC.ORG
From:
Natural resources defense council
Senator James Inhofe (R - Oklahoma) Room SR 453 Senate Office Building Washington, DC 20510
Natural Resource Defense Council
PLACEMENT
The cards will be targeted at the constituencies of the elected officials blocking global warming legislation.
Cards will be placed in local alternative weeklies, campus newspapers and national magazines.
Cards would also be placed on public transportation and in high foot traffic areas. “Global warming is the greatest hoax ever perpetrated on the American people.” Sen. Jim Inhofe (Rep - Oklahoma)
Battle global warming AT NRDC.ORG
Natural resources defense council Battle global warming AT NRDC.ORG Natural resources defense council
Outside the Senate, cherry blossoms are in full bloom in January.
“Global warming is the greatest hoax ever perpetrated “Global warming is the greatest ever perpetrated onhoax the American people.” on the American Sen.people.” Jim Inhofe (R - Jim Oklahoma) Sen. Inhofe (R - Oklahoma) Outside the Senate, cherry blossoms are in full bloom in January.
Outside the Senate, cherry blossoms are in full bloom in January.
Penalty STRATEGY
Strategy:Sean Staley Brand Manager: Luis Carranza Copywriter:Rodrigo Delima Art Director:Marcus Brown
Background
Born 70 years ago in the cultural melting pot of San Paulo Brazil, Penalty is an athletic equipment and apparel manufacturer. The company is guided by the belief that sports can transform people and culture. They have put this belief into action by sponsoring numerous Brazilian national teams as well as youth leagues throughout South America. This commitment has resulted in a strong brand loyalty throughout Brazil and South America. In recent years Penalty has become a victim. Pressure from large global sports brands especially, Nike (the sponsor of the Brazilian national football team) has put Penalty at the precipice of irrelevance in its home country of Brazil.
Problem A shrinking world means shrinking market share for Penalty. After years of being able to use standard messaging for the category the ever extending reach of global sports companies has caught up to Penalty. It now needs to create its own niche in the market. At the moment multi-nationals devour the companies market share in their home region and prevent company growth in other parts of the globe. For their survival and growth Penalty needs an idea that transcends sport.
Insight
Wherever sports are played there are those who are rebellious. The ones who root against the establishment, who believe in David triumphing over Goliath. Penalty can be their brand. Penalty is the brand of the rebel class.
THE REBEL CLASS
Not an income bracket, age demographic, or community... a state of mind. Found in every corner of the globe, they question authority and defy conformity. They ask the questions... Why do I have to listen to them? Why do I have to play that way? They get disqualified because their passion is unbridled. They expect nothing but give all.
They are willing to suffer the penalty for doing what they know is right.
Idea
Start a grass roots global movement that activates the rebel class in communities within brazil and throughout the world.
Penalty
MOVEMENT
Manifesto A rallying cry for employees and believers of Penalty.
We will not be silent. Our way of life has been challenged. Big corporations are consuming sports through exploitation and colonialism. We must now take a stand not just for our survival, but for the survival of the spirit of independence. There is still a place for those who dare to be different, for those who refuse to play for any name but their own. We are prepared to pay the penalty for our right to choose. Our right to be ourselves. Our right to play the game we love on our own terms. We were here before them. We will be here after them. We will fight the athletic dictatorship that serves the needs of the few while forcing the masses to conform. They may think we are aggressive. They may think we are disruptive. They may consider us a threat. They will be right. Sport is for those who play it not for those who try to buy it.
Old Logo
New Logo
A mark that is actually an action, a Red X. Not a corporate logo but a signature for all those who feel they are a part of the rebel class. It is a mark for the people, and they are encouraged to put it any and everywhere. To demonstrate this the print communication is a stencil of the logo.
Penalty
MOVEMENT
Political Posters
Placed in urban centers to create awareness for the penalty cause and to drive people to the website.
Online headquarters
At the website visitors can read the manifesto. They can also donate to Penalty’s grassroots movement. The funds will go toward the rebuilding of athletic fields and sponsoring youth leagues and workshops. A portion of the proceeds from each purchase made on the site goes to the movement in the city of the customers choice.
action
Thinkers: Sean Staley Catlin Cody Kelly Gannon Sergio Navaro
What is a Big Idea?
Problem:
Naked Communications in NYC wanted to know, what is a big idea? How do you know when you have one?
A big idea is an intellectual mutation.
A new variation of an old idea that changes perceptions and behavior by taking a leap to the future, creating a new benchmark for what is possible.
Mutation Chains
DNA Of mutation
Personal communication
Fusion
Leap Recorded Music
Scope
Fusion
Fusing two ideas from separate areas together with a combination of support, culture, technology and risk.
Idea
SUPPORT CULTURE TECHNOLOGY RISK
Idea
Example
Frank Lloyd Wright Home Design + Nature
Leap
The idea must be a big enough leap from the last form of evolution. Otherwise it is not interesting enough to adapt. CD
MP3 mini-disc
Scope
The scope of the idea has to be big enough to allow adaptation into the next mutation. Simultaneously the scope has to be small enough so there is a clear focus that people can easily comprehend.
Sustain Change
How do you know you have a marketing mutation? Try this Checklist. Seeds What are the two seeds of the ideas? Leap Is the leap far enough? Community Can a community be created around the idea? Perspective Does the idea change peoples perspective on a category? Form Can it take multiple forms? Own Can your brand own it? Beliefs Does it embody the brands core beliefs? First Are you the first person to do it? POV Does it have a strong point of view?
Clear Direction
Digital Photography CULTURAL STUDY
Explorers: Sean Staley Bryan Marville Kelly Gannon
How do people use photography in the digital age?
With exponential development in digital technology the actual value of each single shot has decreased. We now take for granted the unlimited number of exposures and greater portability. These advancements have unshackled photography from its roots as a form of documentation and an artistic medium. Now it can be utilized in more practical ways. Photography has shifted from a mode of passive observation to a tool for active participation.
Active Participant
Passive Observer
Passive
Active
Photography
Photography has become a life tool. A device that has practical applications across multiple aspects of our lives. It is an accessory that assists with daily activities.
Life tool applications Dating
Conversation
Visual post-it
Networking
E-commerce
Laughs
Shopping
Digital Photography SEGMENTS
How people use the life tool depends on their life stage. Whipper Snappers
Photography is a way to mimic their parents and express themselves
College Clickers Photography is a tool to catapult their “celebrity” image, and document each day as an “experience”
Emerging Focus
Most versatile users of photography, they use it for everyday purposes such as shopping and business.
Parent Paparrazi
Use photography to document their children’s growth and enhance their life story.
The Enlightened
Represent the traditional uses of photography, keepsakes and memories.
New Orleans
October 5th, 2007 With an overall sense of fear, adventure and uncertainty we sped through Alabama at 4 am laughing, gossiping and asking ourselves “are we really doing this?” Four of my Brandcenter classmates and I were packed in a rented van headed to New Orleans to gather research and insights for our big project, rebranding the city of New Orleans. Brandcenter assignments can be grueling, extensive and at times maddening but rarely do they ever involve 34 hours in a mini-van and rarely do they ever resonate as deeply as this one did. In 72 hours I saw scars of devastation that drove me to tears and met people whose spirit sent me into spontaneous laughter. Exhaustion, strength and hope seemed to swirl through the city. There was a sense of electricity you could literally grab out of the air. I have never felt anything of that magnitude before and I likely never will again. At times I wish I could have put that indescribable alchemy of emotions in a jar and take it back to Virginia. I could use it for a quick jolt of inspiration, a shot of inner strength when things are spiraling down. I am glad that’s not possible, some feelings should be exclusive to a time and place. On October 9th we made it back to Richmond safe, sound and inspired. I was given a shot as copywriter for this assignment. The output wasn’t great but in the end it didn’t matter. The greatest lesson I learned at the world’s number one ad school had nothing to do with ads.
BREAKING THE NEWS TO MOM Fill out the letter below to help break the news to your loved ones about your move to New Orleans.
Dear Mom, I have decided to take life by its horns and move down to New Orleans. Things are great here in _______________, but, I need to be part of something a lot bigger than (insert hometown) _______________. I know what you’re thinking. No I will not be packing scuba gear. The city is not (Insert mundane activity you do) underwater. Actually I have more opportunities in New Orleans than_______________,who lives in a (insert over-achieving cousin) shoebox in New York.
If you’re still not convinced that I will be okay, there is a _______________ website called (insert positive adjective that you overuse) cityofopportunity.org. It has the stories of young people who have already moved down to New Orleans and have great jobs.
Sincerely, (sign your name, preferably the one grandma calls you) _______________
*www.thecityofopportunity.org is not responsible for break ups, awkward thanksgiving dinners or your parents removing you from their will.
Copywriter: Sean Staley Art Director: Eric Larkin
Thank you for time.
sean@seanstaley.com 757-342-5234