Portfolio Veronika Kistamas (midpoint)

Veronika Kistamas

Student ID# 03765048Academy of Art UniversityGraduate School of AdvertisingCreative StrategistMidpoint Review10 March, 2014

“When you have a rainbow deep down in your heart, your smile will shine bright. You know you’re a part of that colorful, magical, feeling you’ll find, when you have a rainbow inside.” — Author Unknown

HELLO.I’m Veronika. This is My Book.

- TABLE of CONTENTS -

RESUMEAUTOBIOGRAPHYME, MYSELF, AND IMY PROCESSCULTURE MAPBEHAVIOR & HABITSSEGMENTATIONTHE CHAINSAW CHALLENGECULTURAL MOVEMENTTHE HORRIBLE BUSINESS IDEACUSTOMER DECISION JOURNEYTIMELINE OF COURSES

- RESUME -

Name: Veronika KistamasAddress: 240 Bay Street, Apt. 407 San Francisco 94133 CA Telephone: 415-852-2253Email: [email protected]

EDUCATION 2012- Present Academy of Art University, San Francisco, CA MFA, Advertising: Creative Strategy 2006- 2009 Budapest College of Communication and Business, Hungary BA,Media & Communication: PR, Advertising, Marketing

PROFESSIONAL EXPERIENCE2009-2012 Grey Advertising, Hungary, Account Planner - Worked on the Procter&Gamble and GSK accounts

- Successfully managed five Central European countries

- Won two Bronze Effie Awards, and two Team P&G Awards

- Developed integrated creative strategies for P&G brands (Downy and Fairy)

- Monitored the competitors, and analyzed the markets

2007-2008 Createam Advertising,Hungary, Hostess - Took part in different promotions, events, and festivals

- Worked on brands like Phillips, Finlandia Vodka, and Cote d’Or

2004-2005 HD Group Communication Agency, Hungary, Hostess - Involved in product sampling and promotions

COMPUTER SKILLS Adobe CS6 Suite: Bridge, InDesign, Photoshop, IllustratorMicrosoft Office: Word, Excel, Power Point, OutlookSocial Media: Facebook, Twitter, Instagram, Snapchat, Pinterest, Tumblr, LinkedInFinal Cut Pro X

LANGUAGE Hungarian- Native, English- Fluent, German- Basic

- AUTOBIOGRAPHY -

Veronika is a young creative strategist. As an Account Planner for 3-1/2 years at Grey Advertising, she won two Effie awards in integrated campaign category for Procter & Gamble. Originally from Budapest, Hungary, Veronika earned her BA diploma in Advertising. Currently she is a master degree candidate in Advertising at Academy of Art University, where her major focus is Creative Strategy.

I love my life. I lived in Iceland, I was cham-pion, and I broke my right ring finger twice. My parents lost me in Italy. I am more right-brained than left-brained. My last name means Small Tom in Hungarian. I don’t like meat at all. I need freedom. Laughing can cure. I sleep more than averagepeople do. Sailing equals freedom. I can’t live without sports. I’m a perfectionist, and I need challenges. Crying makes me feel good sometimes. I pay attention to little details. I love hugging, but with a full heart. I’m a fighter and I’m very competitive. I prefer salty over sweet. I talk in my sleep. I am not perfect, but just enough.

W

- ME, MYSELF, and I -

“It’s better to be absolutely ridiculous than absolutely boring.”— Marilyn Monroe

FIGHTER

PERFECTIONIST

POSITIVE

CURIOUS

RESTLESS

STUBBORN

SPONTANEOUS

PERSISTENT

PRECISE

HONEST

CHEERFUL

PRACTICAL

- MY PROCESS -

1. Listen, Observe, Explore2. Research, Sleep on it, Find patterns3. Organize, Build a story, Create an idea4. Create experience, Play with it5. Inspire, Serve it

“Making the simple complicated is commonplace; making the complicated simple is creativity.” — Charlie Mingus, Jazz Legend

LISTEN, OBSERVE, EXPLORE

I listen to people. Sometimes I even talk to them. I watch people. I take notes on what they do, how they behave, and interact with each other. I be-come an anthropologist, and I go to see people in their own environment. I collect information. Lots of information. I write, draw, take pictures, record, film, touch, taste, and smell.

Project: Culture MapClass: Intro to Account PlanningInstructor: Cameron MadduxSemester: Fall 2012

I got a piece of map...

...and the assignment was to create a culture map. No more instructions.

What did I do?I went there several times; when it was sunny, gloomy, and even at night. I took tons of pictures, and wrote down everything that was related to culture.

“Gems are scattered in unexpected nooks throughout this funky, somewhat derelict neighborhood in transition.”

“Newly trendy Hayes Valley is packed with shops that carry the work of local designers and artists. Hayes street is now lined with hip boutiques and galleries, wine bars, and restaurants.”

ELEGANT REST

AURANTS

CAFES

HOUSEWARES

AND HOME A

CCESSORIES

SOAP BOUTIQU

E

MACAROON A

ND CHOCOLAT

E SHOPS

FANCY CLEANUNIQUEGLAMOROUSLOCAL PEOPLE

DESIGNFASHIONPARK

Project: Behavior & Habits The ‘Movie-going’ experienceClass: Creative ThinkingInstructor: Cameron MadduxSemester: Fall 2013

WHY DO YOU CHOOSE THAT SEAT?

The ‘Movie-going’ Experience Project

WHAT?

I spent a whole semes-ter on observ-ing people in the movie theater, and particularly on their behavior in the room and how they choose a seat.

WHERE?

I went to those movie theaters, where are no assigned seats, every-body chooses the seat when they get to the room. (E.g. AMC)

WHEN?

From September to December 2013 I went to see several movies indifferent show times, such as afternoon, evening, and night movies.

WHY?

I wanted to understand people’s choice on seats, and behaviors in the movie theater.

HOW?

I always went to the room an hour before the show started, and sat at the very last row. I took notes on people, drew the layout of the room, and marked who sits where.

WHAT MATTERS WHEN IT COMES TO THE ‘MOVIE-GOING’ EXPERIENCE?

HOW DO YOU CHOOSE A SEAT?

People alone:• sit on the side, or the front• use their phones until the show starts• more decisive, they try not to draw attention to themselves

People in pairs:• talk until the show starts• this is the most common number of people going to a movie theater• play with their phones when their partner goes to the restroom

People in groups:• the least common group in the theater• hesitate on more complicated seating decisions • usually one person in the party saves seats, while others get snacks and visit restroom • sometimes trade seats with each other after seats are selected

MY OBSERVATIONS:

• People at the sides are more likely than people at the center to put up their feet on the back of the seat in front of them• People come to the room to select good seats, and then they leave and visit the restroom and/or get snacks • Everybody avoids sitting next to a stranger; leaves an empty seat next to them• People who enter during commercials look up at the screen first before turning around to find a seat• People try to avoid people sitting in front of them• Late people don’t think that much about seating, they pick the side seats• The center & middle is the most popular area• When people sit down, they settle in: take out their coat, jacket, put the beverages into the holder, try the seat, etc. - make themselves ‘at home’• Most sit on the same side of theater that they entered; few cross to the other side of the theater to find seating• People use their fingers to point out the seats where they want to sit

RESEARCH, SLEEP ON IT, FIND PATTERNS

The World Wide Web is extremely useful, but you have to make sure that it isn’t your only source of information. I do a lot of research in addition to my off-line observations. When my mind is full of information I usually sleep on it in order to see the cluster with a clean and fresh mind. I find patterns later, when I take a step back, and I’m not focused on the research itself. I try to see the big picture.

Project: Segmentation - SnackingClass: Creative ThinkingInstructor: Cameron MadduxSemester: Fall 2013Art Director/ Copywriter/ Account PlannerVeronika KistamasSketches: Ece Arihan

WHY DO PEOPLE

?

StressTemptationBoredomHabitHungerMaintain blood sugar

Emotional EaterTemptationStress

“I feel like eating other than regular dinner, lunch breakfast stuff, and which feels tasty and good to eat at anytime. I also need to eat something when I am depressed or stressed.”

Vending Machine Fan

“If I walk past a vending machine, it’s hard not to get something. “

Temptation

Hunger

Habit

Healthy Biter

“I usually snack because I am hungry between meals, and do not want to become ravenous, and overeat, or let my blood sugar drop...there are times, when I feel like snacking because I’m watching TV, but I usually don’t let myself do that.”

Habit

Maintainblood sugar

Hunger

BoredomNibbler

“I snack at work because I have such a boring job. Sometimes I go to the shop just to get out of the office for a while. I will want to eat at work when I know I’m not even hungry, yet I don’t really do this at the weekends.”

Temptation

Habit

Boredom

Breakfast Lunch Dinner Bed Time

WHEN DO PEOPLE SNACK?

Temptation

Habit

Hunger

Boredom

Maintainblood sugar

Stress

SNACKING UNIVERSE

ORGANIZE, BUILD A STORY, CREATE AN IDEA

At this stage I usually have groups, or some sort of organization. Then I find context, some kind of presentational world, where my story can live in. Based on my research I come up with ideas. When I have lots of ideas, I’ll pick the best ones and develop them further. Later on, it usually turns out which one works, and which one doesn’t.

Project: The Chainsaw ChallengeClass: Visual storytellingInstructor: Lowell JervisSemester: Spring 2014Art Director/ Copywriter/ Account PlannerVeronika Kistamas

THE BRIEF

Challenge Sell a chainsaw to a San Franciscan visually

The crux of a challenge How can a chainsaw make urban people’s lives better? Where can a chainsaw connect to a San Franciscan’s life?

The inciters who fan the flameActive, art lover San Franciscans

SparkChainsaw as a household tool, and a new art tool

Talk valueHipster culture in San FranciscoArt movements, self expression formsSan Francisco is one of the mostdangerous city in the Bay Areain event of earthquake

San Francisco–Oakland earthquake of 1989.Caused more than 60 deaths, thousands of injuries, and widespread property damage.Are you prepared for the next one?

Carving pumpkin is a tradition. Carving wood is art.

Carving pumpkin is a tradition. Carving wood is art.

Lost the key?

Project: Cultural MovementClass: Creative ThinkingInstructor: Cameron MadduxSemester: Fall 2013Art Director/ Copywriter/ Account PlannerVeronika Kistamas

“You’re better to move your cardiologist’s phone number to your speed dial before the lights go down.”

START FIELD DATE : 10/24/2010END FIELD DATE : 06/01/2011DATE EXECUTED : 12/17/2013

SELECTED BASE : STUDY UNIVERSE

any agree any agree

Total

I FEEL GUILTY WHEN I EAT

SWEETS

I OFTEN SNACK

BETWEEN MEALS

Snacking FRUIT ALSO

Snacking FRUIT MOSTLY

Sample 12 106 4 801 7 518 1 973 651Weighted(000) 225 543 85 786 147 615 37 482 14 588

Total Vertical % 100,0% 100,0% 100,0% 100,0% 100,0%Horizontal % 100,0% 38,0% 65,4% 16,6% 6,5%

Index 100 100 100 100 100Total % 100,0% 38,0% 65,4% 16,6% 6,5%Sample 1 059 519 749 215 73

Weighted(000) 17 465 8 069 13 362 3 851 1 210I AM A REGULAR Vertical % 7,7% 9,4% 9,1% 10,3% 8,3%MOVIE THEATER GOER Horizontal % 100,0% 46,2% 76,5% 22,0% 6,9%female Index 100 121 117 133 107

Total % 7,7% 3,6% 5,9% 1,7% 0,5%

Sample 771 324 512 122 *46Weighted(000) 15 024 6 475 10 742 2 527 *1 277

I AM A REGULAR Vertical % 6,7% 7,5% 7,3% 6,7% *8,8%MOVIE THEATER GOER Horizontal % 100,0% 43,1% 71,5% 16,8% *8,5%male Index 100 113 109 101 *131

Total % 6,7% 2,9% 4,8% 1,1% *0,6%

* Indicates cell count from 31 to 60. Projections may be unstable, use with caution.** Indicates cell count below 31. Projections are likely unstable, use with caution.

External sources of data are not MRC accredited.

Copyright: 2013 Experian Information Solutions, Inc. All rights reserved.

CROSSTAB TITLE : UntitledSTUDY NAME : Spring 2011 NHCS Adult Study 06-‐monthSTUDY TYPE : Population

Regular moviegoers, who identify themselves as female are:• 21% more likely to feel

guilty when they eat sweets,

• 17% more likely to snack between meals,

• 33% more likely to snack fruit also,

• 7% more likely to snack fruit mostly,

than the overall population

The crux of the challengeHow can a movie theater in addition entertain you, also take care of you?

The inciters who fan the flameHealth conscious movie lovers

Even McDonald’s offers apple slices. Why don’t movie theaters have any healthy snack options? Surely, no one expects you to sit through a two-hour movie with nothing to eat or drink. But at the end of the day, you spend 2 hours without moving and eating up at least 34 grams of saturated fat, and 10 teaspoons of sugar.

Movie theaters as a social place, art playground, and entertainment source. Other social places: gyms, coffee shops, offices.

Spark A movie theater that treats you well. Refill your energy tank in the movie theater. Balance out the 2 hour sitting with a healthy snack.

Talk ValueRegular moviegoers, (any agree) who are female are 33% more likely than the overallpopulation to eat fruits also when it comes to snacking.

People sneak in their own food to movie theaters, because what theaters offer are either too expensive, or don’t have the option that they want.

Health Consciousness

THE BRIEF

“It’s important to make improvements where you can and this is just one step in an ongoing effort.” - Damien Farley, Landmark Theaters’ Director of Concessions

We provide our customers with numerous amenities, including digital projection, a selection of gourmet concession items, in-theater sales of DVDs, books and CDs as well as Landmark’s signature brand of customer service.

THE CULTURAL MOVEMENT

“Our customer base not only loves independent film but are also environmentally conscious and this is one more way we feel we can connect with them in a positive way,” Ted Mundorff. Landmark Theaters’ CEO

Landmark Theaters is thenation’s largest theater chain dedicated to exhibiting and marketing independent film.

Healthier Healthy

IDEA ON THE RISE Movie theaters don’t have any healthy snack options. “I don’t like going to the theater, I don’t trust the food.”

Going to the movies is a social experience — and that means eating for many people. But you don’t have to miss out on the fun just be-cause you’re watching what you eat.

Landmark Theater the new energy stations. The theater couldn’t just entertain you, but could take good care of you and treat you well, by bringing in fresh veggies and fruits from local farmers. That would support local farmers too, and give the opportunity to moviegoers to get healthy snack in the theaters.

CREATE EXPERIENCE, PLAY WITH IT

If there is any chance to create experience around my story, I will do it. I love playing around, and actually doing things with my hands. I believe that computer limits creativity, and there are stories that are just better told with an actual experience than a digital presentation.

Project: Horrible Business IdeaClass: Strategic ThinkingInstructor: Michael BrandtSemester: Fall 2013Art Director/ Copywriter/ Account PlannerValentine Coget & Veronika Kistamas

The challengeCome up with a creative and feasible marketing plan for a horriblebusiness idea; a bar that is only open 1 hour a day.

The crux of the challengeWhat can a bar do in 1 hour a day?

The inciters who fan the flameHappy hour fansNew and unique entertainment source seekers

Spark The happiest hour in town

Talk ValueLimitation generates desireMystery creates interest

THE BRIEF

NAME: The Happiest Hour

LOCATION: Mission District, SF

OPEN HOUR: 11 pm -12 am

ICON: White Rabbit

INFORMATION

All you can drink bar

Pay at the entrance

$ 0.50/ minute

No menu, No service

Drinks are dispensed on a conveyor belt

The bar is an elevator, which takes you to the street level,

and you’re kicked out at midnight

CONCEPT

OUTSIDE

INSIDE

Who are we talking to?

How are we talking to them?

Send out Snapchat invitations to every Snapchat userin San Francisco

Generate Buzz

Create Mystery

Reveal Location

Generate conversation

Keep up the attentionSnapchat crazy party pictures

Give more information on the website

Add more mystery; secret password

Change location

INSPIRE, SERVE IT

When it comes to presentation I make sure that I give my audience something that they will remember. I want them to actually see, feel, experience, what my idea really is. I’m passionate about my work and at thisfinal stage I love to convey this passion in an inspirational way.

Project: Customer Decision Journey The ‘Movie-going’ experienceClass: Creative ThinkingInstructor: Cameron MadduxSemester: Fall 2013

What happens from the point when you find a film that interests you, until the point you sit down in the movie theater and the show starts? And after?

What makes you watch a movie in a movie theater?

How do you decide the what, where, and when?

What has an impact on you when it comes to decision making?

What happens after you have watched the movie?

I have always been amazed by the cloud. This time I got also inspired by them.

I applied the analogy of cloud formation for the customer decision journey in terms of the ‘Movie-going’ experience.

TRIGGER: Attention

Specific film

Movie-going in general

- A good trailer- Recommendation

- Bad/ rainy weather- Smell/ Sight of popcorn- Boring day- Lack of idea what to do- Movie ticket discount

Specific film


RADIATION: Consideration, Evaluation

- Watch the trailer- Read the storyline- Check the cast - Read reviews

- Check Movie theaters’offers- Watch trailers- Ask friends, family- Weather forecast- Check prices/ discounts- Preselect some films, check with friends

Watch, Check, Read, Talk, Ask

CUSTOMER DECISION JOURNEY


CONDUCTION: Notion, Motivation

Make the DECISION: What? Where? When?

Specific film

- Look for show time- Check the time with friends and set the time, and place

- Pick the film

CONVECTION: Action

Specific filmMovie-going in general

- Moment of purchase- Getting ready for the movie: buy popcorn, beverages, go to the theater, choose seat, settle in

Organize, Arrange, Decide Go, Purchase, Act

PRECIPITATION: Use, Experience

Specific filmMovie-going in general

- Movie time: watch the film- Enjoy the experience: seat, view, visual, sound, audience, snack

EVAPORATION: After effect

Specific film

- Talk about the film- Share your opinion- Recommend it to other people

- Post purchase experience- Talk about the experience


Engage, Watch, Enjoy, Participate Share, Recommend

Time

Trigger

Decision

ActionEn

ga

ge

me

nt

Ra

dia

tio

n

Co

nd

uc

tio

n

Co

nve

cti

on

Pre

cip

ita

tio

n

Eva

po

rati

on

ENGAGEMENT TIME MAP

- TIMELINE of COURSES -

FALL 2012ADV 605 Digital GraphicsDenise RichardsADV 623 Account PlanningCameron MadduxESL 604 English for Art PurposesHelen Fraser

SPRING 2013 GLA 603 Cultural Anthropology Jennifer TaylorADV 602 Art DirectionLance AndersonADV 604 Copywriting TechniquesScott StorrsADV 622 Perspectives in AdvertisingJames Gleeson, Ken Mandelbaum

SUMMER 2013GLA 621 History & Techniques of Character AnimationMary Kathleen Quaife

FALL 2013ADV 600 Strategic ThinkingMichael BrandtADV 624 Creative Thinking for AdvertisingCameron MadduxCOM 602 Editing Essentials for Multimedia and CommunicationsBenjamin PackardGLA 602 The Art & Ideology of the 20th CenturySusan Sutton

SPRING 2014ADV 699 Visual StorytellingLowell JervisWNM 622 Digital CaptureAmy CarrCOM 620 Writing for a Media SpecialtyRichard HartGLA 676 Professional Practices for Designers & AdvertisersShel Perkins

SUMMER 2014ADV 800 Directed StudyADV 800 Directed Study/ Internship

FALL 2014 - GraduationADV 800 Directed StudyADV 800 Directed StudyADV 800 Directed StudyADV 800 Directed Study

Portfolio Veronika Kistamas (midpoint)

Marketing

Transcript of Portfolio Veronika Kistamas (midpoint)