pamelaVITALE's PDF Portfolio from 2000 to 2014

creative director + brand marketing strategist Pamela Vitale

creative director + brand marketing strategist

Pamela Vitale’s passion for brand storytelling, combined with the ability to ideate, problem solve and creative direct has allowed her to work for 20 + years at multiple agencies and startups in advertising, entertainment and high-end media in the USA & Europe. Having a solid foundation in brands, media and marketing, Pamela spent time in the trenches developing break-through, brand-building concepts as a Creative Director. She keeps her focus on emerging trends and harbors the ability to translate the zeitgeist into fresh concepts and ideas as a Brand Marketing Strategist. She is the founder of XYEYE and creator of XYEYE_storyFormula, the goal being to service the needs of immersive storytelling and branded entertainment.

Discovery Channel, Facebook, The Body Shop, Jose Cuervo

Pamela Vitale

XYEYE_storyFormula FOUNDER, CREATIVE DIRECTOR, INSTRUCTOR for XYEYE products & content, 2012 - 14 (on-going)

Concept, Hand-On Creation of Product And Presentation Including The Demonstration Of Product At Multiple Events, Workshops & Client Brainstorming Sessions

with Brett Irwin (associate marketing writer) in cross-associa-tion with Erica Roman Levy, CCO of biimMEDIAinc and con-sulting copy-writer Kesu James.

HOW I PLAY

After 20+ years working in advertising and in traditional and new media sectors as a creative lead in multiple capacities, I decided to create a “story formula.”

The idea was to add new qualities to brain-storming, brand storytelling & strategy, not only to make it more fun but to make it truly compre-hensive.

XYEYE_storyFormula: A multi-dimensional, collaborative mapping and storytelling method usable for processes far beyond just Branding, Marketing and Media Strategy.

STORY ARC

PRODUCTION

EVAL / EVOLVE

INGENUITY Mapping

IMMERSION Mapping

WTSJ (What’s the STORY Jerry?)

MEDIA UNITY

Why?

A Deeper Understanding

Review. Reimagine. Reapply.

Campaign Launch

the XYEYE_storyFormula:

INSPiRE

HOLISTIC REVIEW

THE PLAN

THE PEOPLE

GAMIFICATION

TOTAL UX

INSPiRE"Understanding YOUR Mission"

Empowerment

PromiseStimulate

NicheResponsibility

How do you excite your audience? How do you energize your stakeholders?

Why have you chosen this path? What does it mean to you? What are you promising your audience and how are you going to keep that promise?

Where do you fit specifically in your market? What do you offer?

1.

2.

3.4.

5.

6.How will you use the tools we have given you? How will you maintain and improve your media in the future? How will your company stay ahead of the curve? How do you keep your audience activated?

What are you doing to be socially responsible? How can you change the world in a positive and meaningful way?

Who are you? Who is your audience? Who is your competition?

The WhoInsight

The Where & What

The HowThe Why

For The World

For The Future

THE PLAN:MediaUnity

Story Development:

TOTAL UX

Brand Discovery:

Transmedia Immersion Touch Points

MEDIA UNITY: Reaching your audience online & off

Content Creation & Story Telling

Retail & Event Marketing!

PHASE 2:

PHASE 3:

PHASE 1:

Deliverables (including decision tree, scheduling and budget)Phases of Implementation

Gamification / ARGs

SoLoMo

CREATION OF CUSTOM PLAN& SCHEDULE

KITCHEN TECHKITCHEN TECH

AUTO GADGETSAUTO GADGETS

APPLIANCES

DIGITAL SIGNANGE

TABLETS

TOUCH SCREENSTOUCH SCREENS

MOBILE

3D PRINTING3D PRINTING

LAZER CUTTINGLAZER CUTTING

RECYCLING

ROBOTICSGLASSES, GOGGLES, EYE TRACKING

GLASSES, GOGGLES, EYE TRACKING

CLOTHING, WRIST BAND, WATCHES

SENSORS / IMPLANTED CHIPS, RFID TAGS

ACTORS / CHARACTERS

VIDEO, MOTION & EFFECTS

Stealth Branded or Branded Curated Experiences

Online / Offline Branded Content Aggregation: before, during and after campaign…

Keys / Augment Reality / Gamification

Social Platforms & Experiences

ARG's / Theater / Concerts / Events / Trade Shows / Pop-Ups / Flash Mobs

SOCIAL JOURNALIST, CORE GAMMERS, COMMUNITY LEADERS AND/OR PROSELYTE

Traditional & Guerrilla Marketing

iphonography and / or videographer

IMMERSIVE EXPERIENTIAL DEVICES & THEIR AGGREGATION: The possibilities are endless!

VIRTUAL REALITY ENVIRNOMENTS

AUTO GADGETS

APPLIANCESAPPLIANCES

TOUCH SCREENSTOUCH SCREENSTOUCH SCREENS



HealthCare, Hospitals

FITNESS, SPORTS

PRINT, COMICS, CARD & BOARD GAMES

MANUFACTURING

RECYCLINGAPPLIANCES

TABLETSTABLETSGLASSES, GOGGLES, EYE TRACKING





SENSORS / IMPLANTED CHIPS, RFID TAGSDIGITAL SIGNANGEDIGITAL SIGNANGEDIGITAL SIGNANGE

TABLETSTABLETS







VIDEO, MOTION & EFFECTSVIDEO, MOTION & EFFECTSVIDEO, MOTION & EFFECTSVIDEO, MOTION & EFFECTS


RECYCLINGRECYCLING

ROBOTICSROBOTICSROBOTICS

TRAVEL, ADVENTURE

TRADE

COMMERCE

MEDIA

CONTENT

Andree Ciccarelli CONSUTLING CREATIVE DIRECTOR

for “SALT” A CONTEMPORARY COUTURE COLLECTION 2014

Video / photo campaign for a handmade lingerie fashion brand

Pelligrosso Tequila CREATIVE & CROSS-MEDIA STRATEGIST for MKGT INC 2013

I worked on team as a creative consultant to develop a “Launch Plan” which consisted of research, brainstorming, concept writing, brand story telling & arc and media strategy.

For the pitch campaign we created a local, regional and national social & cross-media concept, strategic engagement plan and program strategy.

COAST TOO COAST CREW:Allowing for a national position of brand recognition and high levels of social currency, co-branding, cross media strategies and cross cultural HABITUAL RITUALS.

REGIONAL CREW: Brand recognition and social currency allowing for in-store, social, cultural, event based promoting regional styles, sports, contest and RITUALS.

LOCAL CREW: TOWN, CITY & STATE WIDE: promoting local culture, styles, contest, sports, events and RITUALS.

NEXT STOP THE WORLD

CIRCLING THE GIANT FIRE PIT RITUAL CHALLENGE: A LOCAL, REGIONAL, NATIONAL GROWTH CAMPAIGNEMBRACE THE UNKNOWN:




NEXT STOP THE WORLD


Crewof 3

Crew of 12

Crewof 4

Crew of 24

BARTENDER

Ask bartender for "Ritual with ShotBoard"

ShotBoard : hanging aloft over bar horizontally; bartender has ownership

Crew of 6

There's a call out for all crews to group together in bar, including socially. (Foursquare)

Entire challenge is on Instagram and Vine including social voting.

Ask the crew to choose their ring leader to take on the Ritual or their social crew.

Each crew chooses that person via live or social media voting. That person becomes the crew lead on multiple levels of contest / gaming.

This lead has to ask formally for the Ritual Shot Fire Pit or ShotBoard at the bar.

OR

Crew ring leader Crew ring leader

Each crew of 6 or 12 must offer 1 or 2 strangers in the bar shots and ask them to join crew (this promotes community, social cred, photos via instagram and video via Vine content growth). The larger your crew gets via live and social the larger the Fire Shot Pit receives. You can have up to 25 shot glasses in a pit. Reaching this level gets you; free shots, products and access to other contest or online content.

ALLOWING FOR LOCAL, REGIONAL AND NATIONAL GROWTH AND BRAND EMPOWERMENT.

Brand Referee - instigator : (branded or stealth branded)

always available to assist or take over

Shot Fire Pit


Brand Referee - instigator : (branded or stealth branded)

Ask bartender for "Ritual Shot Fire Pit"




LOCAL CREW: LOCAL CREW:

NEXT STOP THE WORLD


Jose Cuervo Brand Renewal CREATIVE DIRECTOR (CW) & CROSS-MEDIA STRATEGIST for MKGT INC 2012

I helped secure Jose Cuervo as a client by developing a total brand repositioning – with a focus on Cross-media / Social Strategy and a Media Planning initiative.

TheBodyShop / L’OrealBeauty Food’s By The Body Shop Campaign CREATIVE LEAD / MENTOR for NYU Stern 2012 National Winners Of The Brand-Storm Challenge

Leading Brain Storming Sessions for Building Brand Story and Product Design; Hands-On Production and Design Of Product Packaging & In-Store Signage

BTB: Beyond The Barbeque CO-CREATIVE STRATGIST & CO-CREATIVE DIRECTOR for biimMEDIAinc 2011 - 12

Hands-on: Brand Story, iD, Packaging Design & Marketing Strategies for Offline / Online Cross-Media Intiatives

Prodigy Asset Management CO-CREATIVE DIRECTOR / CO-CREATIVE STRATGIST for biimMEDIAinc 2011-12

Branding, Design and Production Of Prodigy AM Gala Video, Executive Interviews & Investor QA

Prodigy Asset Management CO-CREATIVE DIRECTOR / CO-CREATIVE STRATGIST for biimMEDIAinc 2011

Branding, Copy, Design and Production Of Prodigy AM Promo Video & Broadcast Ad

MARKITA.nl CREATIVE STRATEGY: CONSULTING / COACHING 2010

for a freetrade, craft and original design online market & e-commerce site for the Nederlands market place.

Lead Strategy Mapping and Site Planning Session

MyPathBuilder.tv: a network for Entreprenuers CREATIVE DIRECTOR / STRATGIST / HOST for MPB.tv 2009 - 10

Branding, Products / Services, Video Production, Social Media Strategy and Content, PR & Events (ideation, initiatives & development)

Garnered 6 million global views in 6 months of development and content launch.

SpotzerMediaInc ASSOCIATE CREATIVE DIRECTOR / STRATEGY WRITER for SpotzerMediaInc 2008, (US / NL Markets)

Branding, Products, Video Production, Social, E-Mail Marketing, PR & Event (ideation, initiaitives, UX/UI & development)

Full time contract position, collaborated and/or managed 5 to 10 person team in Netherlands, US and Belarus.

CASESTUDY:

• Create and build out: process, standards and approaches for delivering the Spotzer Media brand (B to B and B to C).• Identify and define the US & NL local markets & local businesses.• Develop a strategy and brand persona via various media platforms & aggregators focusing on; the pre-established brand, the still in development products & their positioning, communication strategy, packaging and web presence.• To help establish SpotzerMedia as the first global advertising agency dedic ated to making high quality video advertising fast, affordable and highly targeted.

• I participated in the concept and creation of 180 original video ads and their online delivery systems; four different product types to match different video needs; online video standards and their platforms including UX/Ui utilized across multiple advertising media.• Design and development of email marketing campaigns built around the brand persona for US and NL markets.• Co-created a focused brand story and media approaches for all touch points for creative direction, concepts, copy, UX/UI, video, photography, graphics, trade show promotional materials and design. • The creation of all these standards and approaches meant everything to the uniqueness of the Spotzer brand and offerings, making it imperative to understand what their audience wanted/needed; unique or access-able. We took our processes into the planning and development; how does the consumer view video (e.g. behavioral patterns).

PURPOSEWhat was a real joy for me was to part icipate in the creationof a promotional video campaign we t i t led “The Power of Video”. This was the brand story and packaging that clearlyexpressed the products and services of the company for the sales team, industry showcase and customers.

Another approach to a design chal lenge I was asked to tackle was onl ine video ads and branded fan pages designed anddeveloped to work in the Facebook environment. Facebookwanted to discover how to increase their ad media market

with better qual i ty video ad banners. I came up with a concept of the “stealth ad’ to draw traff ic to key area’s without being obtrusive to the Facebook experience. The “stealth ad” would look l ike the standard FB low key ad style/design but, upon rol l over, would reveal i tself or extend over web page while running the video ad ( including other interactive user options), or take you to a Facebook sponsored fan page or send you direct ly to cl ient’s si te. In the fan page environment, people can have access

“Freetag! A Hipters Worst Nightmare.” CONCEPT, STRATEGY & DIRECTION for XYEYE 2007 - 14 (on going indie project)

A Webseries / Brand Entertainment Intiative focusing on product placement, sponsorship and hyper relevent & fun social content.

Brand’s preposed for this concept: Mac Make-up, Reed’s Ginger Brew, IKEA and Google.

A futuristic campy play on hipsters cyber-punks techno geeks vs hyper bio-tech fashion frenzied transgender mods playing for power in the hipest playground in the world, Brooklyn. Think Croneberg + John Waters = Lady Gaga.

It is years from now. The world is consumed by wear-ables, biotech and holographic content. It is a time of heightened superficiality, bio-mutations and tech add-ons. A time when people have the ability to trans-form their bodies into whatever they want, someone (or something) different everyday if they desire. They can do quick fixes or transform their bodies into works of art. They can be recreated, reformatted or repack-aged. They can play God.

Most people have had RFID chips installed in their spines. The chip is used for basic, day-to-day things like trade, automation and the illusion of freedom and access. But mostly it’s used to track human move-ment.

This is a story about a scientist’s drive to dominate her world by tagging everyone, one man’s fight to be free, and a small gang of hipsters’ manipulation of them both. All to save Brooklyn.

PROMO COPY V.O.:

“Dr. SLevla has an obsession.”

“In a world where black is white and white is bright pink… where “being real” is another way of saying “subversive”.”

“She’s a superficial primadonna”, a walking fine arts project or science gone bad.”

“In a future where everyone is tagged like an animal, and monitored like a prisoner.”

“When the people your mother always told you to avoid become your hero’s or your allies.”

“One man remains untouched…”

“FreeTag. A Hipster’s Worst Nightmare!”

“Obtention” CREATOR, CO - WRITER, PRODUCER, DIRECTOR for XYEYE 2006 - 13 (on-going project)

Script And SizzleVideo For SCIFI TV Series, A Transmedia Initiative, A Video Art Piece (selected for festival in poland), Concepts For BookPublishing And Anthropology Experiential Installation.

co-script writer: megan o’leary, co-photographer: erik sheets

Beck’s Beer “Key To Green” Gaming Campaign CREATIVE DIRECTOR / NEW BUSINESS STRATIGIST for interactive8 / luminant world wide 2000

client facing, ideation, story boarding, concept creation, design,brand strategy, team building & lead

CASESTUDY:

Camel Brands Integrated Offline / Online Campaign “Destination Pleasure” CREATIVE LEAD / NEW BUSINESS STRATIGIST for interactive8 / luminant world wide 2000

client facing, ideation, story boarding, concept creation, design,brand strategy, team building & lead

CASESTUDY:

contact: [email protected] / 347.422.6148 / www.xyeye.com

Thank You!

pamelaVITALE's PDF Portfolio from 2000 to 2014

Marketing

Transcript of pamelaVITALE's PDF Portfolio from 2000 to 2014