3. Table of Contents
I. Autobiography
II. Resume
III. Course List
IV. Integrated Campaigns
- Food Network
- San Francisco Yellow Cab
- Alaska Tourism
V. Campaign Analysis:
Alaska Tourism
VI. “Slownoma” Film Storyboard
VII. Get wet brand book
VIII. Being crafty: soap making
IX. in development: Final Proposal
4. c
A Snap Shot of me
Snap shots are still images caught during important and Creativity is also important to me because without it life
spontaneous moments of our lives. They remind us of the things we have is boring. I not only like looking at beautiful things like fashion,
seen in life and give us a glimpse of what we might accomplish again some architecture and photography, but also creating things whether
day. its writing, handcrafted soaps, or just taking photos. Beauty and
aesthetics inspire me as a person, but hard work and determination
Life is too short to be miserable. I didn’t like the picture of the is what makes me feel human.
future that was developing a couple of years ago; I felt like I was stuck in
a creative rut doing the same menial tasks day in and day out. I’m a firm One’s snap shots should be filled with the mixed blessings
believer that when something’s not going right a transformation must be of life. Not just the good things, but also the tough ones that
made in order to find joy. So, two years ago, I made that giant leap to remind us we’re still alive.
Graduate School in pursuit of my passions: learning and creativity.
I love a good challenge and part of that test is finding out what
makes people tick. My interest in watching people began out of necessity,
when I was in Fashion School at AAU seven years ago studying Fashion
Merchandising. It began as homework, but soon evolved into simple
curiosity. I wondered why someone had chosen the outfit they were
wearing, what fabric it was made of, who it was made by and where they
got it. This lead me to wonder who they were as a person, what motivated
them, what inspired them to be who they were and do what they do and
again, why they chose that outfit.
The great thing about growing up in the Bay Area is the diversity
that I was exposed to as a child. As a bilingual first-generation American, I
value this distinction because being different is what makes us fascinating
characters. No matter where I travel to, whether it’s within California or
around the world, I love finding both differences and similarities between
other people and myself. Learning about people and their culture, helps
me feel like I’m connected to the larger human experience. By observing
others, I learn about myself in the process. And learning a little each day
is what keeps me honest.
5. Ivanna Susanna Mazza
878 Indian Lane
Sonoma, CA 95476
707.721.6568
Ivanna.S.Mazza@Gmail.com
Cosipetit.posterous.com
@Cosipetit
EDUCATION Starbucks Coffee, Millbrae and Orinda, CA 09.2000- 02. 2007
Shift Supervisor
ACADEMY OF ART UNIVERSITY, San Francisco, CA
School of Advertising * Implement weekly visual merchandising and signage changes.
M.F.A. Account Planning, 2011 * Provide exceptional customer service.
* Train baristas using Certified Learning Coach methods.
ACADEMY OF ART UNIVERSITY, San Francisco, CA * Expedite speed of service; delegate tasks to baristas.
School of Fashion * Execute daily bookkeeping and deposit.
B.F.A. Fashion Merchandising, 2005 * Perform store inventory; execute weekly supply order.
EXPERIENCE San Francisco Magazine, San Francisco, CA 09.2003-09.2004
Sales and Marketing Intern
East Bay Express, Oakland, CA 02.2007- 02.2009
Account Manager * Assist in execution of the magazine’s signature event, Best of
the Bay Area, as well as fashion shows and other community-
* Obtain approvals and updates from Client regarding ad copy, sponsored events.
artwork, and business goals. * Assist with publicity and public relations efforts: press release
* Act as Client contact for all publishing and advertising-related distribution, researching local media, and updating media
communications. contacts.
* Prospect for leads and assist Publisher in the preparation and * Implement internal and external communications for local and
interpretation of research. national sales teams.
* Track and analyze competitive information and assist Publisher * Compile informational databases.
with competitive requests.
* Contribute new ideas and develop innovative approaches to SKILLS
solving Client challenges.
* Manage all print and online traffic. (i.e. placement requests, ad * Adobe Creative Suite, File Maker Pro (PRE1), Microsoft Word,
changes, online CPMs and use Analytics to figure web traffic.) Excel, and PowerPoint
* Coordinate with National advertising agency, Ruxton Media, as * Fluent in Spanish; both written and spoken
well as SF Weekly for cross-Bay advertising traffic. * Some conversational Italian
6. Course List 2009 - 2011
Spring 2009 Fall 2010
ADV_699-5: Advertising Survey ADV_616: Advanced Advertising Concept
GS_601: Renaissance Art History Thinking
ADV_605: Digital Graphics ADV_699-9: Creativity
GS_612: Research and Writing for the
Summer 2009 Master’s Student
ADV_623: Account Planning
GS_603: Anthropology: Experiencing Culture Spring 2011
ADV_800: Directed Study
Fall 2009 ADV_800: Directed Study
ADV_604: Copywriting Techniques ADV_800: Directed Study
ADV_602: Art Direction ADV_800: Internship
ADV_622:Perspectives in Advertising
Spring 2010
ADV_626: The Brand and Branding
ADV_606:Campaign
MPT_625: Editing Concepts
7. Food Network
Account Planners: Ivanna Mazza and Gaby Escobar
Art Director: Hansley Kasih
Copywriter: Andrew Lewis
Instructors: Elisha Greenwell, Shane McGuire, and
Derah Gordon
Spring 2010
8. Brief: Food Network
Why does our client need to advertise?
The Food Network needs to move away from its current image of being known exclusively as a “safe” channel that can easily be viewed by all
demographics, especially older ones, in all kinds of settings (i.e. doctor’s office, car dealership, etc.). It needs to focus a bit more on a younger and
trendier demographic.
What is the advertising going to accomplish?
We need to create an edgier image for the network that is attractive to a younger demographic of foodies without completely alienating its
current audience.
Who are we going to connect with?
We need to connect with hyper-passionate food lovers between the ages of 18-34. This demographic not only has a large amount of disposable
income (up to $3K extra per month); they are also more likely to spend than save - especially those who cook for both pleasure and praise.
What are the most insightful things we know about them?
Young foodies have developed a whole new approach to their lifestyle. They identify with celebrity chefs like Anthony Bourdain and Gordon
Ramsey who have been elevated to rock star status by our increasingly popular food-forward culture. This demographic sees their love of food and
food products as a status symbol, in the way that fashion and accessories are important to fashionistas. They have adopted a DIY mentality, where
entertaining and dinner parties have become a skillful way to gain admiration and praise from their peers. Most importantly, they identify with
the adrenaline rush of the culinary world, and are attracted to the food industry by its nonconformist subculture, proximity to fire and wielding of
knives.
What is the single most effective message we can tell them?
Cooking ain’t for sissies!
What else is there to know that supports this message?
Young foodies not only love to dice, chop and grill, but they also love the thrill of competition, especially if there’s a chance someone might
chop off a finger or set something on fire. The Food Network’s programming is full of action in the form of “Iron Chefs”, “Throw Downs” and
“Challenges” with in-your-face personalities like Bobby Flay, Duff Goldman and Guy Fieri as well as other talented and attractive cooks like Giada
Delarentis and Kat Koura.
Campaign Tone:
Humorous, edgy, trendy, exciting, attractive, upbeat and totally in your face.
9. Type : Print Ad
Name : It’s Food Porn
Placement : Lifestyle
magazines like GQ,
Rolling Stone, and other popular
lifestyle magazines.
Target Audience : Men and
women between 18 and 34.
Description : Recipe ads
heavily laced with sexual innuendo.
Each recipe is titled after an actual
porn category, to complement
the tagline. All recipes are meant to
be torn from the magazines,
allowing the reader to experiment
with the recipe.
10. Guerilla
Type : Guerilla
Name : Fork Me Cookbook
Placement : Book stores.
Target Audience : Men and women who like to cook.
Description : A cookbook with a twist. All recipes are titled
after funny sex acts & positions, while the copy is soaked with
sexual innuendo.
11. Outdoor
Type : Ambient
Name : Holographic Board
Placement : In major cities, alongside bus
shelters and other high traffic areas. Popular
trendy spots for individuals 18-34 (e.g., night
clubs, coffee shops, malls, and museums).
Target Audience : Daily commuters and
urban dwellers.
Description : Holographic board that
displays food entering and exiting the mouth,
repeatedly, as the viewer passes by.
12. Billboard
Type : Billboard Ad
Name : It’s Food Porn
Placement : Along highways and busy
city streets.
Target Audience : Daily commuters,
and city foodies.
Description : Pornographic images
changed to display a girl holding a hot dog,
representing the slogan “It’s food porn.”
13. San Francisco
Yellow Cab
Account Planners: Ivanna Mazza and Gaby Escobar
Art Director/Copywriter: Kassi Murray
Art Director/Copywriter: Lacy Shaw
Instructors: Elisha Greenwell, Shane McGuire,
Derah Gordon
Spring 2010
14. Brief: San Francisco Yellow Cab
Why does our client need to advertise?
In a city with affordable public transportation and pedestrian-friendly streets, many San Franciscans don’t consider taxi cabs a
friend to give them a ride or 3. Their destination is full of steep hills.
necessity. Most city dwellers will only ride in a cab as a transportation last resort when 1. MUNI is out of service, 2. They can’t find a
What is the advertising going to accomplish?
SF Yellow Cab Company needs to position itself as a more viable alternative to public transit.
Who are we going to connect with?
We need to connect with people who don’t have cars and hate public transportation.
What are the most insightful things we know about them?
Most city dwellers consider taxis to be one more expense they don’t need in their everyday city life or as a last resort when public
transit is not available. However, what they really want is to make sure they get to their location without any negative (or dramatic)
incidents. They want a ride that is comfortable, convenient and will get them where they need to go in a timely manner. They tend to
shy away from Yellow Cabs because of the cost, but they often forget that the benefit of a Yellow Cab far outweighs the negatives of
their alternatives.
What is the single most effective message we can tell them?
MUNI sucks, Yellow Cabs don’t.
What else is there to know that supports this message?
SF Yellow Cab is the most convenient cab company in the city. You can get a ride whenever you need one to wherever you need to go.
You can call ahead of time and be picked up right at your doorstep at the exact time of your choice. SF Yellow Cab always remembers
your location when you call from a landline. In a trusted Yellow Cab there is no need to deal with rude MUNI conductors or stuffy buses
and metro cars and you don’t run the risk of getting caught in the rain or getting cited for losing your MUNI pass. Yellow Cab also takes
credit cards and has hybrid cabs on the road. They also have the most cabs in the city and are the easiest to spot because of their bright
yellow paint. Most importantly, they are part of a taxi co-op that has been around nationally since the early 20th century.
15. Outdoor
Type : Posters/Billboard Ads/ Bus
Shelters
Name : ‘Life is Too Short for MUNI”
Placement : Streets MUNI
passengers and pedestrians might pass
on their bus route.
Target Audience : MUNI
passengers and pedestrians.
Description : Three images
depicting why Yellow Cab is a
bettter transportation option than
riding MUNI.
16. Television Spot Type : Television Spot
Name : “MUNI Fight”
Placement : Local stations/Cable
Target Audience : People who ride MUNI
or are looking for transport alternatives
Description : Real footage from a MUNI
fight.
17. iPhone Application
Type : iPhone/iPad/iPod Touch Application
Name : MUNI Madness
Placement : iTunes
Target Audience : People who ride MUNI
and think they have no other transportation
option.
Description : A game that entertains
the player by having them weave their way
through actual MUNI scenarios. When they
lose, an SF Yellow Cab pops up on screen
allowing them to contact a taxi.
18. Website
Type : Website
Name : MUNI Horror Stories
Placement : Internet/Link from
Yelp and Facebook
Target Audience : SF residents
Description : Message board for
people to sound off on MUNI by
posting true horror stories.
19. Alaska Tourism
Planner: Ivanna Mazza
Art Director: Hansley Kasih
Copywriter: Breanna Dobbe
Instructors: Elish Greenwell, Shane
McGuire, Derah Gordon
Spring 2010
20. BRIEF: Alaska Tourism
Why does our client need to advertise?
Most travelers think that the beauty of Alaska is only seen offshore on a cruise ship. The Alaska Board of Tourism wants people to know
that there is so much more to the state –most of which is found inland such as Denali National Park, or in interesting towns along the
Alaskan Highway. This is also a great opportunity for the state to attract a younger demographic; families, young couples, and groups
of friends who may not be aware of all the Alaska mainland has to offer.
What is the advertising going to accomplish?
We need to show that the magic of Alaska is best seen on the road.
Who are we going to connect with?
People who want to experience the beauty of the open road - a younger demographic of travelers, those who want to learn and
discover something new on their vacation.
What are the most insightful things we know about them?
This demographic is tired of populated hot spots like Hawaii and Florida or the fabricated amusement of parks like Disneyland and Six
Flags. They want something real where they can create their own magical memories through nature, history and culture. They want
their children to learn something on their vacations that’s worthy of show and tell at school. They want to create real memories. They
want to say that instead of a vacation, they went on a journey of discovery.
What is the single most effective message we can tell them?
Don’t vacation; take a journey.
What else is there to know that supports this message?
A road trip is a chance to discover places, people and things. Alaska’s vast natural resources, important historical milestones and its
local cultures are all best discovered at one’s leisure. We need to inform people that Alaska is home to the tallest mountain in the
United States, has natural phenomenon such as the Northern Lights and has daylight until midnight, which gives you a chance to see
a lot more. We need to remind people that Alaska’s history is filled with tales of pioneers, miners and fur traders; that its native culture
is more than just igloos and Eskimos. We need to show them that they can pass the time wildlife watching, hiking through Tundra,
panhandling for gold in old mining towns and that talking to locals, while learning about Totem poles are among the interesting things
they can do in Alaska. A road trip lets you see much more of Alaska than would be seen on a cruise.
21. Guerilla
Type : Guerilla
Name : Alaskan Traveler Journal
Placement : Book stores
Target Audience : People who
are looking for books about traveling.
Description :
A choose-you-own-adventure
journal based around the adventures of
four young adults traveling throughout
Alaska experiencing different modes of
travel, the excitement of the
wilderness, and the cultural
beauty that Alaska has to offer.
22. Interactive
Type : Interactive Target Audience : Travelers who plan their vacations online.
Name : Alaskan Traveler Journal’s Website Description : Online version of the choose-your-
Placement : World Wide Web own-adventure journal, comes with Alaska Trip Planner.
23. Social Media
Type : Interactive Description : Online application that allows users to plan their journey by
Name : Alaska Trip Planner selecting friends for their travels. They can select numerous destinations that are
Placement : Facebook app, Iphone app, website available in the application’s database also. The application will then calculate and
Target Audience : Online users. generate a trip route.
24. Print
Type : Print Ad
Name : Spirit of Alaska
Placement : Travel magazines, Bus stops, &
Outdoor posters.
Target Audience : People who are interested
in traveling on their own terms and discovering things while
on vacation.
Description : Key elements inspired by the sites
of Alaska collaged together to become one.
25. Campaign Analysis
This campaign analysis was meant to gauge the effectiveness of the
brief and campaign for Alaska Tourism. I chose the campaign created
by Hansely Kasih (Art Director) and Breanna Dobbe (Copywriter). Of
all the teams that had worked on my brief, I felt their campaign was
the one that really spoke to the core of the Single Most Effective
Message and embraced the spirit of its idea.
However, I was curious to see what others thought of the message as
well as the campaign. So, I created a “journal” to mirror the
campaign’s “Create-Your-Own-Adventure” journal.
Included in this analysis is the qualitative survey I created to research
how people within the chosen target demographic traveled and what
they value in their vacations.
I also included the results of the informal interviews I conducted after
the campaign was finalized to see what the general consensus for the
campaign was and if it indeed inspired my target demographic to go
to Alaska.
30. Project
Ripple Effect
Project Ripple Effect is the non-profit organization
that our team came up with to show that our
business was not soley about turning a profit.
Growing up in California, lack of rain is nothing new.
There were years when we could not take long
showers, water lawns or wash cars very often.
I started thinking about how we take water for
granted here in the U.S., especially when there are
people in developing countries that don’t even have
fresh water to drink and are starving because they
can’t grow crops. The idea behind Project Ripple
Effect was to make it a joint effort between Get Wet
stores and Water.org which helps people in
developing countries build water wells. We wanted to
take it a step further by harvesting rain water at our
stores and help the organization invest in rain water
harvesting projects as well.
31. Social Media
It’s rare to find three individuals who can be on the same page during each step
in a process. We had so much fun putting our brand together that we thought of
it as a real business we were actually starting.
L-R: Ivy Mazza, James Mills, Ivy Chen
32. SLOWNOMA: Food For Thought
Short Film
Sonoma is the birthplace of the California
wine industry, but has also recently been
named the first Cittaslow, or Slow Food City, in
the United States. This small town 60 minutes
north of San Francisco not only has a strong
cultural and historical identity, but a deep
agricultural presence. Its residents know how
to enjoy life by living it to the fullest; they also
know how to take it easy. People in Sonoma are
the type who actually stop and smell the roses;
they like it slow because it helps them stay sane
and healthy.
Just as people in Sonoma have become
increasingly more aware of their environment,
they have also become more interested in what
they are putting in their mouths and into their
bodies. Not only are people there more likely
to buy organic and sustainable food because it
tastes better, they are also all about thinking
locally in order to create less impact globally.
Aside from being know for it’s wine,
Sonoma has an abundant agricultural
community. Food and wine are a big part of
enjoying life in Sonoma and knowing where it
comes from makes all the difference. A lot of
people shop at the local Whole Foods, but there
are also purists who stick to buying fresh from
the farm, and supporting local agriculture at
the weekly farmer’s market. Others have even
taken to growing fruits and vegetables in their
own yard in order to maintain quality.
Spring 2010
33.
34. being crafty
A couple of years ago, I started making melt and pour
soaps as a way to save money on holiday and birthday presents,
while giving my loved ones something special that came from the
heart. I soon realized that it was a great way to combine two of
my favorite things: cooking and beauty products. I’ve also found
that soap-making can be a great outlet for creativity. By
concocting my own fragrances, as well as mixing and matching
colors, I know I’m creating something that is not only beautiful but
also practical. My soaps are all based on beverages. For birthdays,
I give my friends cocktail “flavored” soaps with fragrances like
sangria, absinth, mojito, pina colada, and cosmopolitan. For the
holidays they get peppermint schnaps, gingerbread and spiced
cider soaps.
On the following page is a simple step-by-step guide to making a basic
colored and fragrant melt and pour soap.
35. Start off with a bar of glycerine and Melt the glycerine in a bowl over water Stir glycerine with a wooden spoon
chop it into smaller pieces so that it in a saucepan, like you would melt untilit turns to liquid.
melts easily. chocolate for baking.
Add fragrance to smell. The glycerine Add pigment to the melted glycerine Pour melted glycerine into plastic
can sometimes over-power the and stir. Add as much pigment as molds, spray rubbing alcohol to stop
fragrance, so I tend to add more to needed to achieve desired color. oxygen bubbles from forming and wait
compensate. until glycerine has solidified.
36. In Development:
Final Proposal
As a first-generation American growing up in the San Francisco Peninsula, I was not only raised with a strong sense of my own culture,
but also a great appreciation for the diversity of other cultures found throughout the Bay Area. My parents made sure that Spanish was the only
language spoken in the house until I enrolled in pre-school so that I would always be able to communicate with family and friends. My mother also
saw this as a great way to allow my brain to soak up other languages such as Italian from my dad’s side and German from her side.
I see the ability to speak two languages fluently as a huge benefit in my life and I am especially very lucky to speak Spanish well enough
to be able to use that in my every day life outside of my family circle. Latin Americans are the fastest growing segment of the population in the
United States and although most of us are first and second-generation Americans, we still loyal to our heritage and language.
I have been fascinated with cultures and languages since my first day of pre-school when I realized there were more varieties of children in
the world than just Caucasian or Latino kids that I had been playing with until then.
There was so much to learn about their languages, their traditions and foods. I’m lucky that I was raised in a community that valued
everyone’s differences and taught us to be curious while respecting each other and where we come from.
I still find that I am curious about other cultures and realize that I tend to gravitate toward the International students at school. I feel like
there is so much I can learn from them both personally and professionally. In our ever-expanding global economy the most successful people
are those that have learned to embrace differences in others, while learning to capitalize on those differences in a way that helps all of us for the
future.
Linguistics, Cultural Anthropology and Ethnography are all subjects that highly interest me. I think studying consumer taxonomies is a
fantastic way to find out what people buy and why they purchase those things. I would like to expand my cultural awareness by studying people
through Market Research and other activities that might help me learn more about what makes us different and what brings us all together. I think
this would be a great way to not only develop better advertising strategies, but also communicate in more effective ways to the ever-expanding
global community.
Curiosity and awareness of the world outside are tremendously important qualities in an Account Planner. I also think that knowledge of
foreign languages and cultures go a long way in today’s business world.
I don’t believe in limiting myself to just one career path. Although I adore my beloved San Francisco, I would someday like to work abroad.
I especially welcome the opportunity to be able to use my Spanish skills working at an agency in Argentina because I know the challenge would
make me a better strategist and person while bringing me full circle with my cultural heritage. I would also like to bring that knowledge back home
to Hispanic advertising agencies and marketing groups here in the States in the hope of better serving my community.
