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Thursday, May 28, 2009
Me and Advertising
Okay, so this is all about me and advertising. Don't think that I'm full of oneself. Anti-narcissism. It's not lengthy. I promise. I hate that too...
So yeah, here it is....
1. I want to thank Paulo Coehlo for writing The Alchemist. You made me realize that I should screw my first course. And I did! I shifted to Multimedia Arts. I'm still wondering why do we have defend our OJT works.
2. My parents sent me to Dubai three months after my graduation. They didn't even gave me a chance to rest. Three months aint enough. I should have a one year interval before I land on my first job. Anyway,Leo Burnett Dubai hired me as a junior art director. It was cool. I handled Chevrolet for almost 3 years,and other accounts like Emirates, Dnata and Oasis.
3. During my LB days, I have designed and directed everything from packaging and identities to advertising campaigns and digital experiences. I am more creative when my AE points a gun in my head and force me to finish the brief asap. Pressure is an easy deal. Like squeezing an orange. When you squeeze it softly, not enough juice is pouring out. But when you squeeze it tightly, natural juices are running. -- this is not all the time. ok?
4. I know that not all work is good. There are ups and downs. Ideas - the most amazing thing in the world. Sometimes it'll fail. So what. Its okay to fail. Failure is fantastic. You get to learn from it.
5. Now I moved to Singapore. I want to explore, trying to see what else is out there for me. I love to learn. Well, who doesn't? I love to surround myself with people who are brilliant and extraordinary. They make me think differently. Its very inspiring. You get to learn from everything. But you just have to contribute and make them learn from you as well.... just so its equal.
6. I have a dream of going to Cannes. I have a dream of creating something different. I have a dream....and I'm gonna make it happen.
Told yeah its not long. Anyway, you can find me elsewhere online:
So yeah, here it is....
1. I want to thank Paulo Coehlo for writing The Alchemist. You made me realize that I should screw my first course. And I did! I shifted to Multimedia Arts. I'm still wondering why do we have defend our OJT works.
2. My parents sent me to Dubai three months after my graduation. They didn't even gave me a chance to rest. Three months aint enough. I should have a one year interval before I land on my first job. Anyway,Leo Burnett Dubai hired me as a junior art director. It was cool. I handled Chevrolet for almost 3 years,and other accounts like Emirates, Dnata and Oasis.
3. During my LB days, I have designed and directed everything from packaging and identities to advertising campaigns and digital experiences. I am more creative when my AE points a gun in my head and force me to finish the brief asap. Pressure is an easy deal. Like squeezing an orange. When you squeeze it softly, not enough juice is pouring out. But when you squeeze it tightly, natural juices are running. -- this is not all the time. ok?
4. I know that not all work is good. There are ups and downs. Ideas - the most amazing thing in the world. Sometimes it'll fail. So what. Its okay to fail. Failure is fantastic. You get to learn from it.
5. Now I moved to Singapore. I want to explore, trying to see what else is out there for me. I love to learn. Well, who doesn't? I love to surround myself with people who are brilliant and extraordinary. They make me think differently. Its very inspiring. You get to learn from everything. But you just have to contribute and make them learn from you as well.... just so its equal.
6. I have a dream of going to Cannes. I have a dream of creating something different. I have a dream....and I'm gonna make it happen.
Told yeah its not long. Anyway, you can find me elsewhere online:
Work Samples - Totally Street
PROBLEM: As part of small car division, Chevrolet Aveo5 scored low on sales. They think that it lacks character and personality, plus they think that it doesn’t connect at all with the audience.
TARGET AUDIENCE: The youth (18-25) - young graduates, university students, and young executives.
INSIGHT: Youth is a stage of transition between their personal and professional life. They love to explore and do whatever they want. Trying to be liberal but disciplined at the same time. Hungry of what life can offer. They want to express and let their voice be heard. With all these aspects, it helps the youth to be street smart. Anywhere they go and whatever they want to do, they can all survive it.
SOLUTION: Chevrolet wants to be part of it. They want to be familiar with their audience’s everyday life. They want them to be ‘totally street.” Their car (Aveo5) would be their medium to express their youth, speak their own language, convey their fresh ideas and show who they really are.
CREATIVE EXECUTION: We provided a platform for the youth to express their creativity. We call it “Totally Street.” We injected this message from TV to online. We used grafitti as the symbol of the campaign. Treatment is fresh and techy. In the website, audience were given the opportunity to totally customize a car through design and make it their very own. The campaign also deployed for
first time in the U.A.E. sponsored news feeds appearing on the home pages of Facebook and supported a lifestyle search program on Google & a full fledged display campaign on major portals and relevant recruitment sites, following the life stage of the target audience.
PRINT:
WEB: www.totallystreet.com
POSTER:
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