I was 15 when I designed my first outfit.There were three main reasons. Necessity. I belonged to a social circle that could afford to buy into the latest trends. I had to find alternatives. Art I loved doodling, sketching, drawing patterns and playing with colors. Also, I always imagined having a secret power that brought everything I drew to life. This got me closer. Defiance I rejected conventions. I always carried a need to disrupt regularity and create something out of nothing (and sometimes out of other things). Also, from where I come, getting an outfit stitched is more economical than buying one.
Soon, I realized that my passion was for something more than designing.It was about Self-expression and interpretation.
Soon, I realized that my passion was for something more than designing.It was about Finding a way to tell my story through a personal style.
Soon, I realized that my passion was for something more than designing.It was about Being able to create conversation without actually saying anything.
Soon, I realized that my passion was for something more than designing.It was about Watching trends and adding a flavor to call it my own.
Soon, I realized that my passion was for something more than designing.It was aboutMost importantly it was about observation and a consequent creation.
Four years ago, I found the perfect field to extend my passion: Advertising. Starting my career as a junior planner, I understood how brands were like people. The ones that stood out were those that found a way to express their feelings and point of view through a personal style. I also came to understand that like every individual, every brand is unique. And, like a very few individuals, only a few brands tend to live up to their uniqueness. 2007 2008 2010 2011 Dubai, UAE Dubai, UAE Richmond, Virginia Dallas, Texas Best decision to enter Best decision to grow Best decision to learn Best decision to polish my skills My motive is to help brands decode their unique style. To design ideas that they can call their own. This is my journey toward becoming a brand stylist.
MarpacBrandcenterMarpac asked us to Increase market share of their number one selling product: SleepMate
They put you to sleep. Literally.Story of the inventor Marpac, a 48-year old company, are the original Online surveys Research inventors of sound conditioners. The company Personal interviews has done a great job at keeping the product their Mintel hero with very little attention to the brand Simmons Marpac needs to build a story for their brand. Adults between the ages 25-34 sleep-related Gen ‘Y’ired problems most frequently. They are geared toward maximum productivity and minimumBrand Truth Sleep Mate or Sound Screen is the star product waste of time for users of sound conditioners, primarily between the ages of 35 to 65. Young adults tend to choose a quick energy fix Insight as opposed to sleep: Caffeine. This quick-fix solution creates a vicious circle effect.Challenge Sleep Mate lasts for 30 years The target is loyal to the product not the brand. Category Truth: Target Truth: By consuming large amounts of ‘quick-fixes’, young adults are constantly battling with sleep. They are fighting it.Opportunity Talk to an audience where perceptions of sleep are different. Dig a different hole altogether instead of digging Marpac’s actual competition are the quick-fixes, deeper. a.k.a. Coffees and energy drinks.
Our ‘light bulb’ momentTo end the ongoing battle between Gen ‘Y’ired and sleep, Marpac should take the role of becoming a peace-maker. Strategy Platform Sleep is NOT the enemy.
Preconception Introduction Interaction Purchase “I want to fight sleep” “Tell me more” “How does it work?” “I want it”Recommendation Display messages that Build an online platform Tryvertising: Use packaging as a challenges their encouraging the Gen ‘Y’ired expand medium to further preconception when and to come up with the most distribution to converse with the Gen where they are actively creative ways to fight sleep. retail platforms ‘Y’ired by stating fun fighting sleep (i.e. coffee Marpac would partner up and make them facts about sleep. shops, convenience stores, with experts to find an available for etc) solution to counter every demonstration technique.Creative Examples
BMWBrandcenterWe were asked to launch an Integrated Campaign as an encore to the successful BMW Films.
We had to work on four things: 1. Create a campaign that not only acted as the encore to BMWFilms, but outdid it. 2. Create a long-term brand effect, not just a short- term sales effect. Imagination is more powerful than knowledge… 3. Support a hugely diverse range of products. 4. Create genuinely breakthrough advertising – stuff that would succeed amongst the luxury car media clutter, with an audience that’s increasingly unwilling to give up any of their spare attention. What did BMW stand for?Brand Truth: Though #1 - Luxury, quality, and of course consistency. Thought #2 - our first instinct is rubbish. Thought #3 – Goldmine within their corporate culture. As a freewheeling idea factory, much of BMW’s success stemmed from an entrepreneurial culture. Individuals from all levels of BMW worked side by side to consistently produce an ever-changing product line. What they don’t know Consumer Truth: When they slide behind the wheel, they are driving a …because knowledge is limited” vehicle born of thousands of impromptu brainstorming sessions. They are driving a vehicle born out of imagination more than just knowledge
Why are we advertising? To create a successful sequel for BMWFilms.Background: BMWFilms turned the brand into a cultural phenomenon by mixing luxury with entertainment on a digital platform. It entertained and generated a strong fan base of owners and aspirers alike.Whom are we talking to? Affluent Male or female between the ages of 35 and 65 They are leaders and an achievers who believes in working hard and playing hard. They are creative and have an eye for detail. They are fascinated by how things are assembled and respects everything to do with innovation and moving ahead.What do they currently “BMW stands for quality, luxury and consistency”think?What do we want them to think? “BMW stands for imagination. Yours. Mine. Everyone’s.”How do we achieve this? Make the internal entrepreneurial culture externalMain Idea Imagine with BMW. Imagine for BMW. UniversalTone Passionate InteractiveCreative Guildelines Build a globally interactive campaign
Snapshot of Global Innovation. Our campaign’s core focuses on a worldwide touring exhibit. This event will work like a chain reaction traveling to 17 citiesThe creative across the world. It will honor and invites creative thinkers (i.e. fashion designers, artists, architects, etc.) from around the world to their city of preference to display their revolutionary ideas for the next BMW series. The final The winning idea will result from votes. The winner will then work with a team of BMW designers to create the first people’s car. The campaign will be divided into three phases over a span of three months. .
Online BannerPhase 1:An open invitation will be released in the form ofonline banners, print ads and flyers.The ideas will be submitted to a panel of judges(BMW designers) who will work on a shortlist for Website Linkevery city before public voting begins.
Digital BillboardPhase 2 – awareness and call to action.Through various forms of non traditional media,BMW will inform the general audience about theevent in the city.A call to action message will be attached to eachmedia form encouraging the audience to followthe selection process on online portals.Selected participants can have a conversationwith the audience on the micro site developed toshowcase their ideas. Ambient InstallationPhase two will also include ticket sales for thosewho want to attend and vote for the best ideas.
Phase 3: The EventThe actual eventThe touring exhibit will display live models ofthe selected pieces. It will be held on aweekend in each of the selected cities across Ticket for the eventthe globe.Voting can only take place at the event.The winning two pieces will move along to thenext touring exhibit to keep the audience fromthe previous cities engaged.The exhibit will end at the BMW museum wherethe most voted idea will be picked..
Ferrari WorldDisruption WorkshopTBWARAADPreparation and participation of a mini disruption workshop
Who are they:Ferrari World is the world’s largestindoor theme park created by Ferrari inAbu Dhabi.Task:United Arab Emirates was turning intothe next destination for major themeparks like, Six Flags, Disney World,among others. With various sources ofentertainment scheduled to openaround the same time, Ferrari Worldhad to make its mark and stand out.The Agency recommended conducting aworkshop to undergo the process ofseeking conventions and uncoveringways to disrupt them.During my time as an Account Managerat the Agency I was asked to lead ateam in the preparation beforeworkshop and participate in conductingexercises during the workshop.
Before the WorkshopWe built market segments and collected verbatim for each to be explored during the workshops They are spectators An Italian word to describe a visiting the theme park group of supporters/cult. without engaging in any Usually a part of a Ferrari activity Club. They may not own a Ferrari but want to be able to sit behind the wheel in the theme park Other Tifosi Fans Owners Passive and auto Admirers geeks They usually own a Ferrari or are planning to own one. They want to They are parents, or just be able to make their just friends looking to vehicle a part of the experience the story of a theme park experience. Ferrari through rides, and E.g. rallies, special movies about the brand events for owners etc.
During the workshop The Agency and Client concluded the following consumer profiles as the primary audience They fell under the ‘Passive Admirer’ and ‘Other Fans’ categories.31 year old male Young motherSingle Middle managementHHI - $ 60K + careerLives with a roommate Loves diamondsDrives an SUV Drives an SUVLoves to travel Interests:Adventurous – skydiving ShoppingFavorite author – John SocializingGrisham Movie: Devil Wears PradaFavorite TV show – Lost Personality:Music: Cold Play Easy goingTrendy CheerfulTechnology savvy Secret crush: Ben StillerFreetime: Video games Active on FacebookPersonality:LaidbackExtrovertConversationalistStructured
Before the workshop Competitive analysisI lead the team in discerning thecommunications, corporate, andmarketing conventions for Ferrari World and its competitors
During the workshop We derived the following conventions Icons and mascotsMarketing Focused on kids. Special events to increase incentives. Annual memberships Restaurants themed around characters or rides Retail Convention: ‘Mass’ customer service Conclusion: Focus on in-your-face communication Ferrari Is a religious/spiritualCommunications Low concept or escapism message experience. Thrilling experiences Safe mediums used to communicate. E.g. traditional This is the place where the passion and print or TV soul of Ferrari comes to life. You Talking to parents/adults and kids in the same become a part of the Ferrari story when language you step. You become a part of its thrill Convention: Same language old media and glory. This workshop helped in the overall development of a launch campaign that will be released in the coming months. Use of superlatives. E.g. biggest, most exciting etc.Corporate Formal internal tone “We’re green” Push history or heritage Convention: Do not talk to consumers