Aaron Johnsen additional portfolio samples

CreativeSolutions

IMAGINEOREGON

Innovation at UO is possible because the power of imagination. An individual’s imagination. A department’s imagination. The University’s collective imagination.

In our messaging, we will inspire people to imagine the possibilities of what they can achieve at UO—as a citizen of the West coast, an elite professor, a 47-year old alum working in Beaverton or a 17-year old Wilson High School student.

We want to celebrate what stimulates imagination. At UO, it’s the astonishing range of the creative culture.

Imagine what we can do here.

Imagine Oregon.

IMAGINE OREGON

“ANTHEM”

2-MINUTE FILM

WITH VOICEOVER

Imagine Oregon.

Imagine what we can do here.

Imagine hammer throwing Imagine hammer throwingand poetry.

Imagine number two in biological sciences

And number one in flip flops.

Imagine a football team changing the game

And a sustainability team changing the climate.

Imagine the Pacific Ocean, free of plastic waste.

A journalist who predicts the future,

an anthropologist who changes the past.

Imagine joining the club.All 188 of them.

Imagine a halfback bruising tacklers on Saturday

And tickling the ivories on Sunday.

And a geologist who discovered there was life on earth four times earlier than everyone thought.

And reinventing the novel. Imagine inventing the running shoe

A 23-year old Pulitzer winning photographer

Imagine being part of a 180,000-person family tree.

Then imagine the roots.

Imagine a culture that frees your mind to wander.

Then imagine following it to change the world.

Imagine Oregon.

Imagine Oregon.

Imagine what we can do here.

In 2001, UO marketing went big for football.

In 2014, let’s take the bling of the football team to shine a light on

academic excellence.

UO FORGOOD

At UO, there’s a palpable sense of a higher mission. A greater good. It’s written in stone. Literally. It’s in the air, too, swirling around the minds and hearts on campus and across the world.

It’s a distinctly Oregon spirit. We own it and no one else has it.

When you’re a Duck, you’re a Duck for life. The loyalty is exceptional. When someone says, “I’m a Duck” note the twinkle in the eye.

Let’s celebrate the Duck lifetime loyalty and honor our sense of higher purpose.

UO for good.

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UO

UO FOR GOOD

NAILING ITFOR GOOD

MARINE BIOLOGY AND CHAPPED LIPS

FOR GOOD

UO FOR GOOD

DOMINATING INVASIVE SPECIES

FOR GOOD

UO FOR GOOD

PALEONTOLOGY AND COLD COFFEE

FOR GOOD

UO FOR GOOD

GREATNESSHAPPENSHERE

UO is great at a lot of things. Biology. Journalism. Architecture. Sustainability. Physics. Oh, yeah, sports too. You know it. We know it. But the world doesn’t know it.

Let’s say it. With volume.

But also with humanity, with a dose of levity. If we’re #3 in biology, let’s tell the world we’re #3 in biology. But do it with a friendly wink. After all, greatness is worth celebrating. Let’s make it contagious and invite the world to share in the greatness at UO.

Greatness happens here.

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#3 RANKED EDUCATION SCHOOL — #1 Ranked awesomeness school

GREATNESS HAPPENS HERE.

#3 RANKED IN BIOLOGY — Slightly higher in heart & soul

GREATNESS HAPPENS HERE.

TOP TEN IN INTERNATIONAL STUDIES — Top five in alumni passion

GREATNESS HAPPENS HERE.

GREATNESS HAPPENS HERE.

GLOBALLY REVERED FOR PHYSICS — Locally revered for inner tubing

NATIONALLY CELEBRATED FOR PALENTOLOGY — Locally celebrated for moxie

GREATNESS HAPPENS HERE.

RANKED #1 IN TRACK & FIELD — About the same in extracurricular activities

GREATNESS HAPPENS HERE.

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Xbox launch - Packaging/DVD template design

game packaging template

Xbox Live™ masthead branding bar

Xbox Live™ spine

Xbox Live™ download bug

Horizontal Xbox Live™ bar

™

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Xbox retail concepts

CONCEPT 1

360 EntertainmentXbox isn’t just for gaming anymore. From Netflix and Last FM to ESPN and Facebook, Xbox can now serve as a family’s main hub for entertainment. So how do we communicate this idea? By creating cutting edge merchandising techniques that mirror the interactivity and fun of Xbox. In other words, how we sell and merchandise can help communicate the brand values. By pushing merchandising to a new interactive level, we’ll grab consumer’s attention while at the same time reinforcing the fact Xbox is built to entertain.

THE IDEA

360 EntertainmentThink of it as a digital treasure hunt. We’ll equip consumers with a wide variety of opportunities to discover Xbox rewards. For example, we’ll partner with Bing maps to display Easter eggs as Xbox beacons which can be used to aid users in their search for prizes. Additionally, we’ll use barcode scanners to reward shoppers at random, we’ll partner with Facebook and Foursquare to send clues to consumers upon ‘checking in’ at certain retail stores. We can even place Microsoft Tags in hidden locations and reward those who take a photo and upload it. Of course, we’ll also create a 360 Entertainment app for those who want to dive in head first. This app will supply users with hints and directions, all which lead to rewards.

All hints, clues and directions will either be planted at, or lead to, family oriented destinations such as shopping malls and movie theaters. Prizes will vary from acquiring points, to free movie downloads, to free weapon upgrades. These prizes will be redeemable in person, at retail, online or through the 360 Entertainment app. By rewarding family members with special prizes in both public and retail spaces, we’ll redefine the way families interact together in a way only the Xbox can.

CAMPAIGN ANCHOR MOBILE

360 EntertainmentCORE EXECUTIONS

360 ENTERTAINMENT EXPERIENCESuspended above the demo area in retail, shoppers will be able to step under an Xbox branded cylinder, immersing themselves in the world of Xbox. Once inside this cylinder, communication pieces will convey to both parents and kids why the Xbox 360 is the perfect entertainment hub for the home.

TV DISPLAYSPartnering with retail stores, we’ll brand a portion of the TV display wall by equipping them with all of Xbox 360’s ser-vices. This will allow consumers to experience firsthand everything the 360 can do, from gaming to social media to viewing the full lineup of content.

NAG-0-RATORWorks within either of the methods above by showcasing messages specific to individual family members on how best to convince other family members to purchase. For example, we can help kids learn how to make a convincing case to their parents.

NOW PLAYINGSmall ‘Now Playing’ labels will appear on retail items related to entertainment found on Xbox. For example, a football at Dick’s Sporting Goods. We’ll place a Microsoft Tag on the football reading “Now Playing.” This will reveal everything from an augmented reality experience to coupons, special content, rewards and promotions.

6 360 ENTERTAINMENT – IN-STORE ARG

360 ENTERTAINMENT – NOW PLAYING ON XBOX 360 - VISUAL CUES

360 ENTERTAINMENT – NOW PLAYING ON XBOX 360 - VISUAL CUES1

CONCEPT 2

Our House Rules!The parenting landscape is trickier than ever. On one hand, today’s dads and moms have more tools to connect socially than ever before. Think smartphones, email and, of course, Facebook. On the other hand, these same parents are finding it an ever-growing challenge to connect socially with their kids.

That’s where we come in.

Our House Rules positions the Xbox as more than just another gaming console. Rather, it positions Xbox as an opportunity for the entire family, as well as individual family members, to connect in new ways.

And nothing brings a family together like a challenge.

First, we’ll create an array of challenges designed to pit one family, as well as individual family members, against another. All in the name of good ol’ fashioned fun of course. Then, by creating a status for the entire family and each family member, we’ll encourage mom, dad, son and daughter to compete against other families, both as a unit and as individuals. And what’s at stake? Social status of course.

After all, families come together and compete when it comes to building snowmen.Families come together and compete when it comes to racing derby cars.Families come together and compete when it comes to designing Halloween costumes.

Our House Rules elevates this inherent competition into the digital realm.

THE IDEA

Our House Rules!We’ll create an Xbox interface to serve as a leader board which will function across Twitter, Facebook, mobile, message boards and a channel within the Xbox 360 console and Spotlight. Think of it as digital smack talk for families. A collective scoring sys-tem will award points for gaming as well as watching movies, TV shows and ESPN game picks. Through the layering of meta-data into a map-based program, mobile, online, and in-console, a family will be able to see other family’s scores and thus be encouraged to compete with them. By creating the ability for one family to see another family‘s activity, we’ll plant and encour-age the seeds for competition.

CAMPAIGN ANCHOR SOCIAL NETWORKING

Our House Rules!CORE EXECUTIONS

RETAILWe’ll use the TV wall to showcase examples of simulated interactions between a Brady Bunch-esque grid of Xbox 360 families. This will include trash-talking over headsets, text message exchanges and so on. To extend the idea, there will be a mini-living room setup for users to further explore the details with sales associates. Ideally, we’ll use real consumer generated content found online to serve as assets. For example, trash talking, statuses and challenges.

CHALLENGE KITWe’ll design free Xbox branded challenge kits to encourage and enable family members to playfully and anonymously taunt and challenge their neighbors. For example, formal looking invitations, stickers and so forth. This execution can also live online as well in the form of Evites and Ecards.

CONSOLEOn the 360 console, we’ll create a Channel and Spotlight to promote family challenges, message, scores, announce team MVP’s, rewards and so forth

Our House Rules!SUPPORTING EXECUTIONS

ONLINEWe’ll create banner ads, hi-impact site takeovers and pre-roll videos showcasing challenges between real families. These executions will highlight the playful rivalries and challenges that exist between families.

POTENTIAL SCRIPTOpen in a suburban neighborhood as a family of four walks their dog. Suddenly, they stop in front of a neighbor’s lawn and the dad lets the dog off leash. Like a routine, the dog walks onto the neighbor’s lawn and begins relieving itself. All four family members work as a team as they keep a lookout to ensure they don’t get caught. Like a trained spe-cial ops unit, they scan the street and use complex hand gestures to communicate with one another. Suddenly, the son gestures to the mom who in turn gestures to the dad. The dad whistles at the dog which responds by finishing its business and returning to the family. Just then, the family who lives in the house appears at the door. They’re friendly as they greet the family with the dog. They talk about how much fun it was playing Xbox against one another the night before. The family with the dog pretends to agree even though we can tell they upset they lost. Both families make plans to play again that night.

360 DEGREES OF SEPARATIONLet’s put our money where our mouth is by inviting five families to get rid of their cable TV. Why? Because in exchange they’ll receive an Xbox 360. We’ll recruit families who live digital lives but have yet to jump into the world of console gaming and connectivity. Each family will be encouraged to challenge one another as established above. We’ll docu-ment their experience and edit the highlights into advertising.

Besides touting the capabilities of the Xbox 360, this idea demonstrates the new ways in which Xbox 360 can bring families together.

CONTINUATIONThis concept can expand beyond a marketing campaign into an ongoing platform where Xbox 360 users can continu-ally challenge one another in new ways and be rewarded for doing so. As the leader board grows, we’ll support brand loyalists with a wide array of prizes such as Xbox LIVE points and credits, Zune passes, discounts and special promo-tions. Simply put, the more you engage the more you’re rewarded.

OUR HOUSE RULES! – CHALLENGE INVITATION 2011

Dear Kowalski’sI regret to inform you that you are about to get

OUR HOUSE RULES! – FACEBOOK INTEGRATION

You’re going down Johnson!Next week the Hendersonswill be king of the mountain.− HairyTheHenderson

OUR HOUSE RULES! – CHALLENGE INVITATION 2011

OUR HOUSE RULES! – SPOTLIGHT CHANNEL INTEGRATION

CONCEPT 3

The Family That _____ Together, Stays TogetherThings sure aren’t what they used to be. Especially for families.

We’re now living in a media saturated, socially connected, technology-driven world. Long gone are the evenings where dad came home at five, mom cooked a big dinner and everyone gathered round for a board game. And although it may seem like family night is dead, it’s merely awaiting a revival.

Hello, Xbox.

Let’s reposition this iconic device as more than merely a gaming device for the kids. Let’s show the world that Xbox is an HD enabled, socially connected, butt-kicking device designed to make family night better than ever.

THE IDEA

The Family That Xboxes Together, Stays TogetherXBOX AT IKEALet’s use the numerous living rooms within the store to promote family entertainment possibilities with Xbox 360. Room arrangements could be themed to games, television, movies and sports. We could also invite families to make a living room theirs for the night. POP-UP STORESWe’ll take advantage of empty storefronts and mobile containers found downtown and in shopping malls to set up tem-porary shops for families to discover Xbox 360 together. At each of these stores shoppers would be able to purchase the device and services. ULTIMATE FAMILY ROOMUpon launch, we’ll partner with local hotels to create the Ultimate Family Room – a room available to families which has been designed around the connectivity, entertainment and gaming features of Xbox. This promotional room will be com-plete with leather recliners for the parents, bean bag chairs for the kids, a huge state-of-the-art flat screen TV, snacks and of course, an Xbox. We’ll also give guests the opportunity to challenge other rooms in the hotel to win Xbox prizes or travel to famous movie/sporting locations.

DEMO 2.0Let’s evolve the traditional retail demo. This idea is like a high tech version of the old fashioned Love Tester Machines. A retail display will invite shoppers to interact with Kinect technology in order to determine if they are a man, woman or child. Once determined, the display would bubble up content most likely to appeal to them. At the very least, we can create a new way to engage with Kinect beyond simply demoing a game. Perhaps it’s as simple as designing an unexpected and engag-ing way for shoppers to navigate the Xbox menu via Kinect. Simply put, we can use this breakthrough technology to engage consumers in a new and provocative way. CONSOLEOn family night we’ll supply exclusive movie trailers, games and downloads specifically for families, available nowhere else and only for those who own the Xbox 360.

CAMPAIGN ANCHOR EXTENDED RETAIL

The Family That Xboxes Together, Stays TogetherONLINEThrough a series of web videos and site takeovers, we’ll showcase the difference between a normal night of the week and family night. We’ll also highlight the great lengths parents and kids go to just to rally around the Xbox 360. The digital world gives us a great platform to develop family oriented apps as well, ranging from avatars and weekly alarms to player name generators and custom family photos.

TWITTER SWEEPSTAKESWe’ll create an Xbox LIVE or a Microsoft twitter account which asks users to answer the question, “What’s your perfect family night?” If a tweeter @replies to the message and follows the Xbox LIVE / Microsoft twitter account, they are automatically entered to win one of many prizes. Prizes could range from an Xbox 360 to an Xbox-powered entertainment system, an Xbox LIVE mem-bership, Microsoft points or schwag.

SUPPORTING EXECUTIONS

THE FAMILY THAT XBOXES TOGETHER, STAYS TOGETHER – RETAIL INSTALLATIONS2011

THE FAMILY THAT XBOXES TOGETHER, STAYS TOGETHER – KINECT MOTION-BASED DEMOS

THE FAMILY THAT XBOXES TOGETHER, STAYS TOGETHER – XBOX 360 SUITE KEYCARDS

The family that hunts together,

stays together.stays

THE FAMILY THAT XBOXES TOGETHER, STAYS TOGETHER – XBOX 360 SUITE

Xbox Live - Logo and guidelines

logo animation guidelines

Travel New Zealand Print

TNZ-kayak1.indd 1 11/19/11 6:56 AM

Explore other-worldly landscapes, discover captivating people, and experience spellbinding adventures—all within easy reach. Enjoy a vast array of excursions from nature treks to island culture to city life. Cruise our shores and seas, and take home a journey that will last forever.

www.newzealand.com/us

3006 NE 31st Ave., Portland, OR 97212m: 503.544.9391 aaronjohnsencreative@gmail.comLinkedIn profile: http://tinyurl.com/p7n5ffg

ExpEriEncEAJ Creative - Freelance Art Director/Creative Director 2013-PresentRazorfish - Associate Creative Director 2008-2013 Portland, ORMarchFirst - Sr. Art Director 2002-2007 Portland, ORUSWeb/CKS - Art Director 1999-2002 Portland, ORMoffatt/Rosenthal Advertising - Graphic Designer/Art Director 1998-1999 Portland, ORFreelance - Art Director 1997-1998 Portland, ORMagnet Design - Art Director of Applause Magazine 1996-1997 Red Wing, MN

EDUcATiOn and cErTiFicATiOn Colorado Institute of Art - Associate of Applied Science, Visual Communications/Graphic Design

pArTiAL cLiEnT LiST Microsoft, Miller-Coors, adidas, Xbox, AT&T Wireless, AVIA footwear, Animal Planet, Bing, Xbox, Travel New Zealand, AMG, Mercedes-Benz, Windows Mobile, Microsoft Office, Portland Baseball Group, KXL Radio, eHome, Widmer Brothers Brewing, Flowerbud

prOFESSiOnAL prOFiLE Freelance Creative Director/Art Director. A visionary and strategic creative leader with 17 years of national and global advertising experience, applying strong conceptual skills and team management. Extensive work experience with 13 years of digital, rooted in traditional offline advertising for the four years prior. Passionate, contagious energy with a strong track record of delivering powerful, elegant, award winning work. Proven history of original, effective creative communications, innovative creative solutions, as well as efficient strategic implementation. I enjoy staying on top of market trends while trying to set some of my own.

SKiLLS Art Direction Creative Direction Interactive Design Social Media Marketing Video and Broadcast Touchscreen Kiosks Retail/Interactive media Brand Development Print Advertising Packaging

Typography Corporate Identity Logo Design Web Design Creative Team Lead Client Presentation Client Relationships Expert level in majority of Adobe Creative Suite Integrated Online Marketing Campaigns

HOnOrS

2012 - Travel New Zealand Middle Earth Video - Grand Prize for the World Travel Awards

2010 - KIN.com W3 Awards – Gold - Website Features, and General Website Categories for Marketing.

W3 Awards Silver Winners - Video & Motion Graphics, and Silver for Visual Design. FWA Site of the Day - KIN.com

2009 - FWA Site of the Day, Project Cold - Coors Light. OMMA Awards Finalist - Online Advertising Creativity: Promotion/ Website or microsite, Miller-Coors - Project: Cold. Interactive Media Awards, Best in Class for Food & Beverage.

2005 - Interactive Excellence, PAF Rosey Awards - T-MAC 4 microsite and adidas basketball site.

Applied Arts Magazine award – January issue. - adidas T-MAC 3. Beyond the Banner Merit Award: adidas T-MAC 3. Yahoo! interactive directory, New & Notable Sites - adidas KG 3 microsite.

2004 - Interactive Merit, Portland Roseys, KG microsite. 1st Place Readers’ Choice, iMedia Connection. Interactive merit, The One Show - adidas T-MAC 3 microsite.

2003 - Applied Arts Magazine award, T-MAC 3.2002 - Interactive Excellence, PAF Rosey Awards - KOBETWO

microsite. Featured in the book, Train of Thoughts - Designing the Effective Web Experience - KOBETWO site.

2001 - Top-five finalist in Flash Forward Film Festival, - adidas SL microsite, ecommerce category.

2000 - Macromedia site of the day - adidas, Kobe One microsite.1999 - Five times honored in the PAF Rosey Awards for Excellence

in collateral & self-promotional categories as Art Director and Digital Illustrator. Macromedia site of the day - Flowerbud.com

aaron johnsen

Thank you.