advnt
vol. 1
advnt advnt advn advnt advnt advnt advnt advn advn advnt advnt advnt advnt advnt advn advnt advnt advn advnt advn advnt advn advnt advnt advnt advn advnt advnt advnt advnt advn advnt advn advn advnt advnt advn advnt advnt advn advnt advnt advnt advntadvn advnt advn advnt advnt advn advnt advnt advnt advnt advnt vnt advnt advnt advnt vnt advnt dvnt advnt advnt advnt dvntadvnt advnt dvnt advnt advnt vnt advnt advnt vnt vnt advnt advnt advnt advnt vnt advnt advnt vnt advnt dvnt advnt dvnt advnt advnt dvnt advnt advnt advnt advnt advnt vnt advnt vnt advnt advnt advnt vnt advnt advnt vol.1
advnt advnt advnt is a yearly publication designed to smack you in the face with the creative tenacity of the CJC. This is a departmental portfolio that encourages creative advertising students to be proud of their work. Creatives are the powerhouse of advertising, after all. The industry doesn’t call us “creatives” for no reason. We’re called “creatives” because we create. Design, code, copy, art direction, illustration, photography - it all falls under this simple word. advnt is on the hunt for a comprehensive way to sum up what creativity means for the sake of creatives. We tried to pack it all into one book even though it spills out. We want to make a mess. We want to let our creativity spill all over the industry. We want to do more than put together ads for the sake of the consumer. We want to nurture creatives, and to show off the best of the ad department in the book you’re holding right now. The idea started with simply a publication but we’ve become more than that. We’ve expanded and established a digital platform. We’ve gone social. We’ve blurred the barriers between print and digital. advnt is a group of creatives and non-creatives alike who aren’t quite sure where they belong. With the help of Ad Society and the Advertising Department we built a team of over 30 students with the hope of leaving a legacy in the CJC. United by our differences and our passion we came together and cultivated a home for ourselves. But advnt isn’t just about us. advnt is about the creatives who are too shy to speak up for themselves. This book is their opportunity to be recognized and put on the map of creativity in advertising. advnt is by students, for students. Because we deserve it.
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5 vol.1
Alana Saavedra - Lead Art Director Alexa Padron - Copywriter Alexie Dris - Digital Art Director Blair Bowman - Production Coordinator Blake Ashworth - Digital Producer Claudia Villanueva - Photographer Daniela Griffis - Social Media Coordinator Deidry Gomez - Public Relations Coordinator Dylan Maxwell - Founder, Creative Director (Copy) Enrico Neira - Founder, Creative Director (Art) Francesca Badoino - Founder, Gabriel Ornelas - Project Manager Isabella Guardia - Jr. Art Director Jiehui “Summer” Lin - Designer Jenna Winter - Lead Project Manager John Vianello - Project Manager Katie Rodnite - Social Media Coordinator Katie Ryan - Social Media Coordinator Luis Rivera - Illustrator Marisa Panzarella - Sr. Art Director Melissa Rodriguez - Founder, Creative Director (Digital) Molly Carver - Designer Pablo Aguirre - Marketing & Finance Coordinator Sabrina Siegal - Illustrator Sarah Bodman - Lead Designer Scarlett Payne - Copywriter WE ARE ADVNT. WE ARE A STORM OF CREATIVITY. WE ARE WHAT THE CREATIVES OF THE COLLEGE HAVE BEEN CRAVING: AN ANNUAL STUDENT-CURATED ADVERTISING PUBLICATION DESIGNED TO SMACK YOU IN THE FACE WITH THE CREATIVE TENACITY OF THE CJC.
Sean Doolan - Director of Photography Stephan Chamberlin - Lead Copywriter, Production Manager Tatiana Mosquera - Jr. Art Director Taylor Grosse - Illustrator Tyler Shultz - Web Designer Ying Lei - Digital Producer
We’re constantly reinventing ourselves because we can. If you haven’t thrown caution to the wind, you’re not doing it right. Perfection be damned.
Trespassers. Skinnydippers. Curfew breakers. Protesters. Hell-raisers. We’re wrong in all the right ways and broken in all the right places, like a Boy Scout with a bad attitude.
Laying down is a surefire way to get stepped on. The only way to where you want to be is to GET LOUD. Free yourself from your shy silence— scream your head off for what you believe in.
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TO HELL WITH BEING PERFECT. IT’S NOT THAT S E R I O U S .
DON’T BE AN A_ _HOLE. BE A PARTNER IN CRIME.
GET OUT OF YOUR OWN WAY. SPEAK THE HELL UP.
advnt advnt 4
N O T I C E EVERY THING. B E C O M E ANYTHING.
What you can be is what you can see. The best chameleons have made friends with every color, because for them, tunnel-vision is a death sentence. We meditate with our eyes open.
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S T O P . M A K I N G . S E N S E .
Four sided-triangles. True paradoxes right about falsehoods. Expand your mind by riding furiously into the nothing and the nonsensical. Conquer it. Nobody really knows what they’re doing anyway.
CONTENTS
p. 40 the Skull as a Container
p. 4 Preface
p. 67 thx. p. 14 the Nature ofCreativitiy
p. 10 Contents
p. 13 Intro
p. 71 Colophon
p. 52 End of the Road p.26 the Creator vs. the Creative
p. 8 Manifest
18 Source 22 Brainstorm 30 Skill 37 Break
p. 64 Failure
p. 68 Index
Brew 44 Consume 48 Unoriginal 58 Influence 60
Creativity That _____ force within all of us, pushing us _____ the edge, and _____ our minds _____ our _____. It emerges from _____, but it’s us who _____ it. Until _____ ... it’s there.
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We want you to know that what you’re about to delve into is essentially the innards of the creative mind. This book is about where creative ideas come from and what they look like once they’re set free from their cerebral prisons. Or nests. We’re still trying to figure that one out. Sometimes it feels like both. There’s an air of mystery surrounding what creativity is that we thought it only appropriate to try and tackle the secret of the creative process in our first book about creatives. We’re in awe of our peers. All those stoic monoliths who live in coffee shops and design and write and illustrate until their eyes shrivel up. There are thousands of versions of that process, thousands of creators, thousands of methods, thousands of tools, vices, crutches, and fuels. It’s hard to pinpoint a simple formula. Since this is a portfolio of creative student work, we’re talking about the creative process from start to finish. Sure, maybe it’s because we like talking about ourselves, but we also think the process deserves a book all to itself. What we’ve discovered is that creativity is about the journey. You start in a gathering stage - taking in as much as possible from the world around you. Soon everything is internalized, existentialism is contemplated on a whole nother level. Then you’re left to incubate. Stewing over ideas that swirl around in your head until, finally, you can let them out. In the end we reach a destination that’s not quite what we were expecting. But it’s (usually) well worth it. We’d like to invite you on this journey with us.
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the nature of creativity Creatives in advertising are artists at the core. We find our spark and use pencils, tablets, and laptops to create a masterpiece. What we can accomplish is art comparable to the greats. The nature of creativity drives us to make things we’re proud of. We draw inspiration from the world around us, internalize it, flip it on its head, and spit out a metaphor. The mind of a creative is in constant flux. The tide can turn at a moment’s notice, pushing us in a direction we are not expecting. It’s beautiful… and a bummer. But we do the best we can.
the NATURE of CREATIVITY
the NATURE of CREATIVITY
Campaign Poster Rio 2016 Olympics
Alicia Zurita Copy Personal Project
Social Media Campaign
Elena Chow Art Course Work
Madewell 16 advnt
17 vol.1
the NATURE of CREATIVITY
In every discipline creativity is used to solve problems and make new things happen. Each of us uses creativity in our everyday lives. It’s innate in every one of us; hell, creativity is the cornerstone of our very being. This is not something we have to inject daily like insulin to keep us going. As creatives, and as humans, we are constantly churning ideas inside our heads. But just because all humans have the capacity for creativity doesn’t mean all ideas need to see the light. Good ideas and beautiful executions require nurturing. Creativity comes from within, but it also seeps inside of us from our environment. The influence of others can spark a flame just as quickly as being struck by lightning. Put simply, if you surround yourself with creativity, you will in turn become more creative.
the NATURE of CREATIVITY
As individuals we all have our own flow, we tap into the source of creativity differently. No one way is more right than another, it has to do with drawing inspiration and allowing the current of creativity to carry us. Working together to solve problems and come up with concepts is what makes creativity successful. Bringing fresh perspectives allows our creativity to blossom and grow into something remarkable. With our own unique connection, we can join forces to make something quite powerful. Creativity comes from within us even as we draw from each other. The key is to use creativity wisely. We have been given this gift and if we use it right, we are capable of anything. This creativity you hold is coming straight from the depths of the void. Once harnessed, creativity can move mountains.
Good ideas require nurturing
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the NATURE of CREATIVITY
the NATURE of CREATIVITY
cupcakes &
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AdWerks Zen Vibe Yoga
Lea San Martano and Marisa Panzarella, Art Aaron Sheinberg, Copy Client Work 20 advnt
21 vol. 1
the NATURE of CREATIVITY
the NATURE OF CREATIVITY
Weather
the Storm
Being a creative can feel like a blood sacrifice. Your hands could be riddled with cramps and ink and papercuts from weathering a brainstorm. Your eyes may have stared at a computer screen for so long that they’ve shriveled inside your skull.
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the NATURE of CREATIVITY
the NATURE of CREATIVITY
Logos Morgan Ginn Art Personal Project
Marketing Campaign Reese’s
Lea San Martano Art Personal Project Molly Carver Art and Copy Course Work
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904.867.5309 janedoe@gmail.com
Amy Angelo Art Client Work
Caroline Kaplan Art Client Work
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Sm
a l l B at c h . H a n
dc
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Caroline Kaplan Art Course Work
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the creator vs. the creative
Creativity is like a monster constantly plaguing the creator to do its bidding. All too often the creator is consumed by the creative but it’s what makes them thrive. As we fall prey to the will of the beast we can’t help but to revel in it. It’s intoxicating to the point of losing ourselves. We look in the mirror and see a vague resemblance of what we are, sometimes noticing the mind receding into itself.The relationship between the creator and the creative is everything. It’s a feeling as well as a force. It’s gravity at its finest. It’s undeniable.
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the CREATOR VS. the CREATIVE
the CREATOR VS. the CREATIVE
Branding Campaign Banks Steven Libby Art Course Work
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the CREATOR vs. the CREATIVE
the CREATOR vs. the CREATIVE
Misunderstanding plagues your life consistently. You aren’t born a creative genius. Creativity is a skill and it takes practice. No one picks up a pen and writes brilliant copy on the first try, whether they have a knack for it or not. Each step along the way is a new level of thinking we have to learn to grasp, expedite, and embellish. We break ourselves just for that aha! moment. Regardless, people utilize this idea of the talented creative as an excuse for their inability to partake in our world, blind to their fear of attempting a skill foreign to them. It’s the paradox of the creative bystander – “noncreatives” who wish they could “do that”. They’re scared of failure. But aren’t we all? Creativity cannot be wrong. It can only ever be not the best. You throw yourself into the chaos and if you are hit you take the blow and learn from it. Or roll with it – maybe you’re a noncompliant masochist. Either way, it’s an opportunity. Approval and aversion are anticipated; disjointed, but part of the artistic spirit. How else would we learn? Part of the visionary’s skillset is taking hits. Back to the paradox: being ignorant to what goes into the process brings an undermining of what we do. The process is misunderstood, it’s perceived as a willingness with which our minds immediately bless us with ideas. To be called on as needed. Any appreciation for the creative struggle is lost. Our minds don’t always work with us. It’s not reciting facts and figures. It’s thinking beyond the realm of what is and generating something intangible. We earn our keep by working hard. We invent, provoke, e x p a n d, fail, satisfy, and are never satisfied. It’s a process of never ending imperfection and innovation. It’s an art, not a science.
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31 vol.1
SECTION OF THE BOOK
the CREATOR vs. the CREATIVE
Integrated Marketing Campaigns Santa Fe College
Festival Gaitas Isabella Guardia Art Client Work
Isabella Guardia Art and Copy Client Work 32 advnt
33 vol.1
the CREATOR vs. the CREATIVE
the CRREATOR vs, the CREATIVE
Branding Campaign
Poster Campaign
Chip Kidd
Nintendo
Alexander Carter Art and Copy Course Work
Amanda Gebelhoff Art Client Work
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35 vol.1
the CREATOR vs. the CREATIVE
SECTION OF THE BOOK
There are a lot of ways you can pick out the creatives from a crowd. Many of us have annoying habits like obsessively scribbling notes on loose pieces of paper, treating our pen caps like our favorite flavor of Big League Chew, and having our eyes glaze over in a thousand-yard stare — kind of like a donut, but not nearly as appetizing. Trust us. We’ve been up all night brainstorming concepts and we haven’t showered. All of us, regardless of personal hygiene habits, have come to know that our process can be a heartbreak and a nightmare. It breaks us, and in our mania and frustration and glee and neurosis we end up breaking the things around us. The best way to sniff out creativity is to look for the scars: they’ll be in a writer’s hands, in a designer’s eyes, and in the fossilized mold of both their ass-cheeks which has set like plaster in their thinking chairs. Another thing you come to know about creatives after becoming one? We all leave a footprint. Like the calling card of a notorious jewel thief or paid assassin, you can tell where we’ve been because we leave our mark. On the lighter side, broken pencils from lack of inspiration are common. Consumption of enough paper to earn a wide slice on the causes of deforestation pie chart isn’t unheard of. On the darker side, frayed relationships from creative friction are a real danger. We rarely make the mistake of being unprofessional, but the burning of interpersonal bridges can happen. Feuds have started over mundane disagreements of color choice. It’s a weary road, the one of the creative.
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37 vol.1
the CREATOR vs. the CREATIVE
the CREATOR vs. the CREATIVE
Promotional Poster Cinema Verde International Environmental Film & Arts Festival 45 FILMS. 14 COUNTRIES.
Alexa Padron Art Client Work
8th Annual
CINEMA VERDE
INTERNATIONAL ENVIRONMENTAL FILM & ARTS FESTIVAL
The Hippodrome 25 SE 2nd Pl Gainesville, Florida
FEBRUARY 9-12 2017 CinemaVerde.org
Promotional Poster Create Club
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Marisa Panzarella Art Client Work
39 vol.1
On the other hand the skull isn’t needy or mischievous. The skull doesn’t think. Blind and deaf, the skull is only dimly aware. It can be a crock pot for creativity—rendering raw ideas into a palatable stew. It can also be a prison— starving ideas as they run breathlessly through the maze looking for an exit.
the skull as a container
Although the brain gets the limelight for being the commander of our bodies, the skull is the other half of the equation. It’s supposed to shelter creative ideas and imprison indecent urges, but often confuses the two. The brain can trick you into thinking a terrible idea is genius because it’s grumpy, tired, and needs a nap.
the SKULL as a CONTAINER
Social Media Campaigns
the SKULL as a CONTAINER
Sarah Bodman Art and Copy Course Work
Airbnb 42 advnt
43 vol.1
the SKULL as a CONTAINER
the SKULL as a CONTAINER
Procrastination is your worst enemy so you better grab your sketchbook and a cup of coffee and get moving. To put it candidly, chances are that idea or concept you’re trying to come up with on the spot will be a steaming pile of crap. You’ve tried to cheat the system and completely bypassed a vital part of the creative process - incubation. Allowing your ideas to simmer in your mind. You can skip this part of the creative process if you are a fan of subpar copy and monochromatic design. Hold yourself to a higher creative standard. Simmer down. Without time and space, your ideas won’t get very far. As a creative, procrastination is in your nature, so let nature take its course. Sure it may take until the last possible second to come up with something… but rest assured it will be the best idea.
44 advnt
45 vol.1
Lemony Snicket's SECTION OF THE BOOK
the SKULL as a CONTAINER
A SERIES OF UNFORTUNATE EVENTS AULANI
Teaser Trailer
A Series of Unfortunate Events
Digital Spot
Amanda Camejo Art and Copy Course Work
Case
Aulani
Studies
Amanda Camejo Art and Copy Course Work 46 advnt
47 vol.1
the SKULL as a CONTAINER
the SKULL as a CONTAINER
Creativity is consumption and regurgitation regurgitation regurgitation
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the SKULL as a CONTAINER
the SKULL as a CONTAINER
Integrated Marketing Campaign
50 advnt
Alana Saavedra Art and Copy Personal Project
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END OF THE ROAD
We’ve We’vestrolled strolledthrough throughthe theorchard orchardand andseen seen how howcreativity creativityisisgrown, grown,but butthe theend endisisfar farmore more satisfying satisfyingthan thanthe thepath pathtotoget gethere. here.The Thecreative creative journey journeytakes takesitsitstoll, toll,yet yetafter afterititall allthe thereward reward isiswell wellworth worthit.it.What Whatcomes comesout outofofthe theturmoil turmoil provides providesususwith withthe therose-colored rose-coloredglasses glasseswe’ll we’ll need needfor forthe thenext next endeavor. endeavor. There’s There’s always always a abittersweet bittersweet feeling feeling when when letting letting go go ofof aa project projectyou’ve you’vebeen beenworking workingon onfor forsosolong. long. The Thepull pull ofof possessiveness possessiveness battles battles internally internally with with the the need need toto move move on on with with life. life. Still, Still, nono matter matter how how much much you you resent resent yourself – yourself oror others otherswhile whilegetting gettingthere there, the theend endofofthe theroad roadmeans meanssaying sayinggoodbye. goodbye.
END OF THE ROAD
END OF THE ROAD
y r Oct o s i v Ad ncil 7Brunch Cou ing
tis Adver
presented by
THE
OctMeetingand ixer M 6
Presents
first meeting of
Original american KitchEn
featuring
Advertising Advisory council & ad society present:
Florida Halls
to industry walls Feb. 9th at 6:15 Gannett Auditorium Advisory Council Panel
ICON
ICON
Volume 10, Issue 8 February 9th, 2017
11 AM Weimer Aha! LAb Catered By Flying BiscuiT
6:15 PM GanneTt AuditoriuM Diversity & Inclusion Panel
Ad Society Megan Mundo Art and Copy Client Work
In this issue
Super Bowl Recap Meet the Ad Council
spring
Doug Melville Chief Diversity Officer
PRESENTS
THE
at
TBWA
ICON Volume 10, Issue 9 February 23rd, 2017
JANUARY 26 6:15 PM TUR L011 UFADSOCIETY.com
Tonight’s Guest Speaker Adam Singer, Analytics Advocate Volunteer Opportunities Project Makeover and Ad Dash are both coming up Industry Insight Taking a look at MailChimp’s most recent campaign
Networking Mixer
THE
Feb. 9th at The Social
“Hustle 101” Brunch Feb. 10th at 11am WEIM3032
PRESENTS
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Volume 10, Issue 6 December 1st, 2016
Ad Society Internal Productions
Alana Saavedra, Steven Libby Art and Copy Client Work
ICON
IN THIS ISSUE • • • •
Meet Project Manager Grant Zemot Things you should be doing to prep for the season DIY Tacky Sweater Ideas advnt is still accepting submissions
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END OF THE ROAD
It’s commonplace to question a work’s originality. In pursuit of quality communication we familiarize ourselves with the ethics of “borrowing”. We have established the severe physical and mental strain inflicted throughout the creative process, and to steal another’s work is to claim their compensation. But what do we say of influence? We take in inspiration routinely, in turn exhaling our ideas and through mediums we communicate them. Inspiration is acceptable, but can we call the result original? The answer is that nothing is truly original. Everything you have ever witnessed is the product of what we call refined imitation. Every idea manifests from a source beyond the creatives’ thoughts, each project a collage of prior experience. Creativity might well be considered a magic trick. With a wave of our hand we pull something comedic or chilling, something powerful, out of our thinking caps. We promised it was empty, but everyone knows the bunny didn’t materialize at the snap of our fingers.
END OF THE ROAD
Nothing manifests itself spontaneously and everything comes from somewhere. That thing, whatever it is, is probably a copy of copy of a copy. Likewise, your “original” ideas can be traced back to something you heard or saw at some point. You travel through life picking up tidbits of information here and there. Occasionally those tidbits are shuffled in just the right way, dealt out at just the right time, and voila – a masterpiece. But we hardly need to go so far back. Tracing it resembles the unearthing of a family tree – interesting, but unnecessary and burdensome. We can recognize our creativity’s great-great-grandfathers, and leave it at that. You don’t disregard the benefits of electricity just because the sun came first. That light bulb of an idea may not fit the definition of original, but it’s new and dammit, it’s exciting.
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57 vol.1
END OF THE ROAD
Online Campaign Sundhed
58 advnt
END OF THE ROAD
Tatiana Mosquera Art and Copy Client Work
Marketing Poster Harn Museum
Elena Chow Art Client Work
59 vol.1
END OF THE ROAD
END OF THE ROAD
We’ve already covered quite a bit in this book. We’ve run through the creative process from the inside, out. We’ve dissected it and shown you each working component (at least the ones we can). One thing we haven’t talked much about is the creative influence. Advertising is a highly specific realm of creative work. Ads are alluring because the writers and artists who make them act as if they hold a blatant disregard for the industry. In reality it’s quite the contrary. Creatives are the pros at drawing us in. They speak to us like long lost friends, luring us in for a closer look. There’s something romantic about being courted by a creative that we can’t quite put our finger on. It’s as if every copywriter is pitching ideas for a love letter, just for us. We’re tantalized with new ideas that seem daring and dangerous. Suddenly we find ourselves drowning in the vivid pixelated world that’s spilled from the mind of The Creative. We’re completely enraptured, and it feels good.
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61 vol.1
END OF THE ROAD
END OF THE ROAD
Integrated Marketing
Campaign
To Write Love On Her Arms
Megan Mundo Art and Copy. Personal Project 62 advnt
63 vol.1
as for failure If there’s one thing we’ve learned from making advnt it’s that failure is inevitable. It’s part of the creative process as much as the rest. Being knocked down is what forces us to get up again. To push ourselves toward bigger and better things. We’ve been talking about the creative process for so long. About how in the end we achieve success - but what about when you put all your blood, guts, and tears into a project and end up with disappointment? You’re told it’s no longer wanted. You’ve been rejected. You have failed. Failure does not mean we’re not good enough. Most good creatives know success can only be determined by knowing you did your best. Though it’s hard to accept. When it comes to the creative psyche, fear of failure is ever present. As creatives we hold ourselves to a high standard, yet simultaneously hold ourselves back. We hide our best work for fear of being shat on. At the end of the day, the fear and vulnerability that come out in the creative process makes us stronger. We’ve taught ourselves to push past the constraints and fail with grace. By the same token, “failures” often force the parameters of our minds to contort. We necessarily have to adapt and come up with something different. If we could see all the ideas that have died in the making of Volume 1, then this book is an utter disaster. Lifes quicksand constantly dragging us down should’ve been enough to call it quits months ago. But that’s not how we play. At a certain point you gotta roll with the punches. Own up to your mistakes and commit to making them work. advnt has no E because even the best copywriters make typos. Making advnt is one of the longest, most frustrating things I have ever done. But it’s certainly one of my proudest accomplishments. To have the chance to work with so many of creative peers brings indescribable joy. advnt seemed doomed to fail from day one, and maybe in many ways it has, but the more we’re told You Can’t the louder we say Fuck Off. Because our success cannot be measured by your yardstick. Yours truly, Dylan Maxwell Founder, Creative Director (Copy)
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advnt
advnt
and
Fund rais ing spon SPECIAL THANKS TO
Dawne Widener-Burrows Widener Research, LLC.
University of Florida Department of Advertising The Warden Family
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As much as we’d love to pretend we’re great enough to do this entirely on our own, in truth we had plenty of help. This book couldn’t have been published without help from the generous sponsors listed over on the left, whose contributions to this publication are a testament to their commitment to the creative minds at UF. A very special thank you, however, goes out to everyone else who lent us a helping hand. Scott Gamble, for being available, enthusiastic, attentive, informative, professional yet friendly, and for giving a stranded staff member a lift back to civilization. Alta Systems, for being welcoming, and letting us run around in your printing facility to see your machines. TK, our beloved Hawaiian dad with the crazy hair (otherwise known as Dr. Tom Kelleher) for telling us who to talk to, funding the website, being our biggest fan, and our most trusted advisor. Cally House, for being TK’s most valuable organizational asset and keeping us in his schedule. During our formative period, Kara Page, for advice and leading us in the right direction. Robert Padovano, for offering financial wisdom we used to get people to give us money. Arlindo Albuquerque, for setting us up with a server and for having a badass last name. The Ad Council, for their collective wise words and encouragement. Ad Society, for being such a supportive parent organization—our brainstorms wouldn’t have been as productive without your snack funding. Sydney Spofford, as AdSoc president and friend, your support and unwavering optimism kept us alive and kicking even when we were up against the wall. None of this would have been possible without the initial inspiration, much credit is due to Nicholas Acosta and Architrave for providing the spark that lit our fire. That’s not to say we couldn’t have found a way to get it all done. We just would’ve ended up with a much worse book. It’s thanks to them you’re not reading this on taped together printer paper. They deserve a page to themselves, and a hearty round of applause. And last but not least, a humble thank you to the friends and family in our lives who have listened to us bitch and moan night after late night getting this book done.
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THE NATURE OF CREATIVITY__________p.14-15 Aaron Sheinberg__________p.20 AdWerks__________p.20-21 Alicia Zurita__________p.16 Amanda Camejo__________p.21 Amy Angelo__________p.24 Caroline Kaplan__________p.24 Elena Chow__________p.17 Kristen Solorzano__________p.21 Lea San Martano__________p.20, 24 Molly Carver__________p.25 Morgan Ginn__________p.24 Marisa Panzarella__________p.20 Nhi Le__________p.21 THE CREATOR VS.THE CREATIVE__________p.26-27 Alexa Padron__________p.38 Alexander Carter__________p.35 Amanda Gebelhoff__________p.34 Isabella Guardia__________p.32-33 Marisa Panzarella__________p.39 Steven Libby__________p.28-29
INDEX
THE SKULL AS A CONTAINER__________p.40-41 Alana Saavedra_________p.50-51 Amanda Camejo_________p.46-47 Sarah Bodman__________ p.42-43 END OF THE ROAD__________p.52-53 Ad Society__________p.54-55 Alana Saavedra__________p.54 Elena Chow__________p.59 Megan Mundo__________p.55, 62, 63 Steven Libby__________p.54 Tatiana Mosquera__________p.58 68 advnt
69 vol.1
Volume I is advnt’s breakthrough prototype. This publication is the vehicle that showcases the best advertising work created by students within the College of Journalism and Communications at the University of Florida. Our first issue examines the creative process.
advnt can get you seen... put your work on
DISPLAY email your creativity to ufadvnt@gmail.com find us at ufadvnt.com
70 advnt
advnt was founded by Enrico Neira, Dylan Maxwell, Melissa Rodriguez, and Francesca Badoino. The idea of advnt began in November of 2015 when Enrico encountered Architrave, a student portfolio publication of the College of Design, Construction, & Planning, which inspired him to pioneer a similar project in the CJC. With the support of Ad Society the founders built a team of exceptional creatives in October of 2016 to spawn the first advnt. During a campaign seeking submissions, students from the Advertising Department handed in creative work. Submissions were chosen for the book by an internal selection committee based on a precedent set by the work received. Both Dylan and Enrico acted as creative directors, while Melissa worked exclusively with digital projects, and Francesca focused primarily on administrative and finance. The copy team was led by Dylan and chief of copy, Stephan Chamberlin. All copy and editorial content was written by the copy team. The illustrations and hand lettering found throughout this book were created by the illustration team. All photos taken by Sean Doolan. The dimensions of this book are 5.5” x 8.5”. All art and layouts were directed by Enrico and completed by his team of designers and art directors using Adobe InDesign CC, Illustrator CC, and Photoshop CC. The fonts used for headers and introductory copy are either Simplifica, Futura, or Arial, while all body copy is Georgia. The color choices and design style were chosen to complement the punchy and cheeky-yet-sincere tone.
71 vol.1
SECTION OF THE BOOK
73 vol.1
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