I am an idea generator, white-board brain-storming happy collaborator and inspiring team leader who loves coming up with powerful ideas, painting beautiful masterful experiences into reality and developing them into something Bigger Then Myself. #ILOVEWHATIDO “By creating Emotional Connections - the force that inspires your audience to create narratives and community - and keeping your story alive, consumers won’t just consume, but perpetuate and endorse your product.” – Pamela Vitale OBJECTIVE: I have been a consultant / freelancer for many years but now I am presently seeking a solid full time or long-term contract opportunity with the intention of affecting and empowering a company for the foreseeable future. Why I do it: I imagined a place of both creativity and structure, play and production. Somewhere where we could be constantly learning, exploring and inspiring others to do the same. So I made one. The people that inspire me have been playing with their reality from the era of the sundial to the era of the touch screen. Bjork, Steve Jobs, Nicola Tesla, Jules Verne, even Leonardo da Vinci not only altered the world they lived in but created a type of self-fulfilling prophecy to influence the future. I want to inspire others by creating cutting-edge concepts and exciting, immersive stories for people to sink their teeth into. I get inspired by the underground, the up and coming, break-through technologies and I want to bring that to you so that, together, we can set the standards that other companies aspire to.

1. creative lead + marketing strategist
Pamela Vitale

2. creative lead + 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 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 Marketing Strate-
gist. She keeps her focus on emerging trends and harbors the ability to translate
the zeitgeist into fresh approaches and ideas as a Creative Lead. 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

3. HOW I PLAY
After multiple 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

4. Pelligrosso Tequila
CREATIVE LEAD & 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.

5. 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.
EW:
Y & STATE WIDE:
local culture, styles,
orts, events
LS.
NEXT STOP THE WORLD
G THE GIANT FIRE PIT RITUAL CHALLENGE: A LOCAL, REGIONAL, NATIONAL GROWTH CAMPAIGN

6. 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.
EW:
Y & STATE WIDE:
local culture, styles,
orts, events
LS.
NEXT STOP THE WORLD
G THE GIANT FIRE PIT RITUAL CHALLENGE: A LOCAL, REGIONAL, NATIONAL GROWTH CAMPAIGN

7. 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.
EW:
Y & STATE WIDE:
local culture, styles,
orts, events
LS.
NEXT STOP THE WORLD
G THE GIANT FIRE PIT RITUAL CHALLENGE: A LOCAL, REGIONAL, NATIONAL GROWTH CAMPAIGN
Crew
of 3
Crew of
12
Crew
of 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
CIRCLING THE GIANT FIRE PIT RITUAL CHALLENGE: A LOCAL, REGIONAL, NATIONAL GROWTH CAMPAIGN
EMBRACE THE UNKNOWN:
Brand Referee -
instigator : (branded
or stealth branded)
Ask bartender for "Ritual
Shot Fire Pit"
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.
LOCAL CREW:LOCAL CREW:
NEXT STOP THE WORLD
CIRCLING THE GIANT FIRE PIT RITUAL CHALLENGE: A LOCAL, REGIONAL, NATIONAL GROWTH CAMPAIGN
EMBRACE THE UNKNOWN:

8. Jose Cuervo Brand Renewal
CREATIVE LEAD & BRAND MARKETING STRATEGIST
for MKGT INC 2012
I helped secure Jose Cuervo as a client by developing a total
brand repositioning – with a focus on Brand Story Telling, Marketing,
Cross-Media Strategy & Planning initiative.

12. TheBodyShop / L’Oreal
Beauty Food’s By The Body Shop Campaign
CREATIVE LEAD / SENIOR DESIGNER / 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

14. BTB: Beyond The Barbeque
CREATIVE LEAD & CROSS-MEDIA STRATEGIST
for biimMEDIAinc 2011 - 12
Hands-on: Brand Story, iD, Packaging Design & Marketing
Strategies for Offline / Online Cross-Media Intiatives

18. 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.

19. 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).

20. PURPOSE
What was a real joy for me was to participate in the creation
of a promotional video campaign we titled “The Power of
Video”. This was the brand story and packaging that clearly
expressed the products and services of the company for
the sales team, industry showcase and customers.
Another approach to a design challenge I was asked to tackle
was online video ads and branded fan pages designed and
developed to work in the Facebook environment. Facebook
wanted to discover how to increase their ad media market
with better quality video ad banners. I came up with a
concept of the “stealth ad’ to draw traffic to key area’s
without being obtrusive to the Facebook experience. The
“stealth ad” would look like the standard FB low key ad
style/design but, upon roll over, would reveal itself 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 directly to client’s site. In
the fan page environment, people can have access

22. Beck’s Beer “Key To Green” Gaming Campaign
CREATIVE LEAD / NEW BUSINESS STRATIGIST
for interactive8 / luminant world wide 2000
client facing, ideation, story boarding, concept creation, design,
brand strategy, team building & lead

23. CASESTUDY:

25. Camel Brands Integrated Offline / Online
Campaign “Destination Pleasure”
CREATIVE LEAD / MARKETING STRATIGIST
for interactive8 / luminant world wide 2000
client facing, ideation, story boarding, concept creation, design,
brand strategy, team building & lead

26. CASESTUDY:

28. contact: pamela@xyeye.com / 917.676.1568 / www.xyeye.com
Thank You!