2. Company Definition: Building brand equity, exponential growth, customer
Satisfaction, public awareness, through effective
advertising campaigns for greater sales and profits.
Personal Definition: Desire to develop excellent communication skills,
build experience and knowledge, to execute innovative
creative work, adding value for the agency to pass
onto their clients.
Always aiming to bring
more to the table.
3. ABOUT
Cameron Roberts is a hard working individual
who aims to complete any task he undertakes to
the highest standard. He’s easily motivated and
excels when being challenged bringing fresh
and dynamic ideas to life. Appreciating the
importance of his education, he aims to take
advantage of the opportunities George Brown
College provides him with. Cameron is passionate
about what he does, and cares about developing
large out of the box ideas, down to their smallest
details. He works productively both as an individual,
and when working with a team. His objective is
to obtain a full-time position within the advertising
industry, where he can apply his skills and capabilities
while gaining further experience and taking on new
responsibilities to grow from. A desire for more.
· Art Direction
· Social Media
· Illustration
· Photography
· Video
Cameron
Roberts
4. Index
Solar Roadways Inc. ···················1-6
Earls Kitchen & Bar ··················.7-9
Sunny Delight ·················10-11
TD Bank ·················12-16
Irish Spring X Movember ····················17
Golds Gym ····················18
Loblaws ·················19-20
Uniqlo ·················21-22
Tesla X Uber ·················23-24
Editorial Design ·················25-26
Poster Design ····················27
Gradient Mesh ····················28
Saber Typeface ····················29
Illustrations ····················30
Photography ····················31
5. S O L A R
ROADWAYS
THE
ROAD
TO A
BRIGHTER
FUTURE.
#SupportSolarRoads
6. 1
Awareness Campaign
Client: Solar Roadways Inc.
TITLE: Support Solar Roads
T/A: Professionals (25-40)
THE PROBLEM
Solar Roadways Inc. Needs more positive awareness in the general
public in order to convince governments to lead the conversion of
traditional roadways into solar-paneling surfaces. We need to create
exposure by implementing the technology in key locations and showing
its advantages over traditionally-paved surfaces.
HOW TO ACHIEVE THIS
By communicating that this new technology has arrived and that it
will provide interesting applications as well as beneficial uses
with the clean energy it creates. Communicate that it will help
save the planet from environmental disaster by replacing our
dependence on fossil fuels.
Deliverables
• Commercial
• Out-of-Home Ads
• 3D Implementations
• 3D Printed Panel
• Display Poster
• Process Book
• Stickers
Commercial
Grass
Solar Panels
Cobblestone
Pan Upwards
Pavement
Credits
Cracked Pavement
Campaign Slogan
9. 4
3D Implementations
This phase introduces real
implementations to the public
domain. By creating useful
applications with the technology,
it’ll spark interest in the
public eye and create awareness
online. This implementation
would take up a lane, or section
of road with solar panels.
It would become a designated
bus shelter, that uses the
panels energy to wearilessly
charge peoples phones, and
illuminate the street and
cross walk.
This implementation would
create an illuminated parking
lot. Features of this implementation
include navigating vehicles to
open spaces in the lot. When
electric vehicles are parked
they charge with clean energy
due to the mutual induction
plates in the panels.
10. 5
3D Implementations
This implementation is a Solar
Panel intersection. Such features
include navigation on the ground
that corresponds with the lights.
To showcase the effectiveness of
the technology, these would
be placed at intersections
with high collision rates.
This implementation would
take up a lane on a highway
which would be illuminated day
and night, collecting solar energy,
and allowing Electrical Vehicles
to charge while driving over it.
11. 6
Process Book / 3D Printed Panel / Stickers
The process book contains all the
preliminary work, including the
final executions and descriptions.
The 3D Printed Panel is cast out of
a green plastic and is proportionate
to the real SP3 model panels, only
1/8th the size.
These Glow-in-the-dark weatherproof stickers
are reliable when stuck to any surface.
The aim is to target people on the streets
and gain awareness of the company and it’s
efforts.
12. 7
Ad Campaign
Client: Earls Kitchen & Bar
TITLE: A Sense of Earls
T/A: professionals (20-25)
THE PROBLEM
The task and intention behind this campaign is to promote,
increase awareness, and represent what Earls stands for. Making
sure to relate the campaign to the senses and how all of your
senses are affected in a positive manner at Earls.
HOW TO ACHIEVE THIS
Through advertising we will be able to communicate a clean,
simple, and playful message promoting how opposing things blend
nicely together. Promoting not only Earls but for people to enjoy
the experience of Earls and to have a good time with others.
Deliverables
• Out-of-Home Ad
• Web Banners
• Swirls of Earls
• Earls Fix n’ Mix
• Commercial
Out-of-Home Advertisement
13. 8
Interactive Web Banners
• Activated when cursor passes over the banners
• Promotion of earls social media platforms
• Users receive deals and promotions through reaching set scores
14. 9
Smartphone Application
Earl’s Fix n’ Mix is a combination of a social
media application, as well as a Online cookbook.
Users are able to sign up and create profiles where
they are able to share senses on great food. By creating
original recipes using the food inventory which Earls
has in their kitchen, or the ingredients they are willing
to provide. The users are able to create under every
section of food on the Earl’s menu, except for
Main’s or Steaks. Upon crafting their creations
user’s can specify what type of food they
want to fix, or drink they want to mix.
• View other’s creations and profiles where you can
like, rate, or comment
• Users have the option to submit creations to Earls
so their food or drinks may be featured on the menu,
and win great prizes.
• Specify instructions of how to cook or prepare items
15. 10
Ad Campaign
Client: Sunny Delight
TITLE: A True Masterpiece
T/A: Parents (35-40)
THE PROBLEM
The task and intention behind this campaign is to promote, and
increase positive awareness around Sunny D and their beverages.
HOW TO ACHIEVE THIS
Sunny D is a drink that’s been around since the 70’s, and
since that time have mastered their drinks recipes. By combining
their drinks with renowned masterpieces it creates a humorous
theme that’s easy to understand.
Deliverables
• Out-of-Home Ad
• Promotional Event
Out-of-Home Advertisement
17. 12
Ad Campaign
Client: TD Bank
TITLE: True Wealth
T/A: Young Adults (20-30)
THE PROBLEM
The aim behind this series was to target young professionals
in diverse fields to use the banks services.
HOW TO ACHIEVE THIS
TD is a bank that can accommodate to any ones situation, and
put together a financial plan that can benefit any individual
specifically. Important to use figures who were around a
similar age as the T/A, and show diversity amongst them.
Deliverables
• Out-of-Home Ads
• Web Banners
• TD Trivia Dual
Out-of-Home Advertisement
19. 14
TD Trivia Dual
Materials
• Metal • Frosted Plastic
• Hard Glossy Plastic • Glass
These 4 kiosks would be connected,
and all 4 users would be asked 20
multiple choice questions on both
random trivia in any category, and
questions for the banks insight
on what Millennials and Potential
Clients are looking for with banking.
Whoever scores the highest out of
the 4 users can use the camera to
celebrate on the Megatron and use
filters similar to Snapchat with a
short 10 second clip.
The kiosks would connect through
WIFI to stream the live footage with
no audio. Five photo’s would be taken
from the clip for the choice of one
to be printed instantly. Once the
photo prints a brochure would pop
out with the plans and services that
TD offers and further info on the
bank services and thanking the
user for their participation.
22. 17
Facial Hair Replicator
Client: Irish Spring X Movember
TITLE: Facial Hair Replicator
T/A: Professionals (20-40)
THE PROBLEM
Irish Spring’s sales need to increase and more people need to
be familiar with Movember and the positive effect it has on
men with testicular cancer and the ones they love.
HOW TO ACHIEVE THIS
By creating a digital ad that scans the viewers face and
replicates facial hair on their features in real time with
several options to sort through. Making sure to promote both
brands and their media outlets at the same time.
Features
• Scans faces in
real time
• Allows users to send
images via Social Media
• Movement of elements
in the frame
23. 18
Ad Campaign
Client: Golds Gym
TITLE: Work In Progress Campaign
T/A: Overweight Individuals (25-30)
THE PROBLEM
All individuals have dreams, but some have a problem with gaining
motivation and getting started with their ambitions and goals.
HOW TO ACHIEVE THIS
By placing these ads in areas with many fast food joints, they
will be noticed by the individuals that they’ve been intended
for. These ads are easy to get and are humourous but motivational
at the same time, causing viewers to ask themselves questions.
Deliverables
• Bus Shelter Ad
• Superboard Ad
24. 19
A SUPERIOR
SUPERMARKET
EXPERIENCE.
A SUPERIOR
STAFF TO
ASSIST YOU.
A SUPERIOR
QUALITY TO
OUR FOOD.
Out-of-Home
Poster Series
Dimensions: 46”X 64”
Placement: These ads can work on their own but
also would work by placed in this
Ad Campaign
Client: Loblaws
TITLE: Superior Experience Campaign
T/A: Adults (30-50)
THE PROBLEM
Loblaws is a more expensive supermarket and so not everyone
chooses to goes shopping at them due to not feeling they’re
getting their monies worth.
HOW TO ACHIEVE THIS
Through an ad campaign we will communicate that when people
step inside a Loblaws, their money is worth the experience.
Deliverables
• Out-of-Home Ads
• Commercial Storyboards
Out-of-Home Advertisement
These ads would be placed inside subway tunnels where there’s
a high volume of foot traffic. The ads would be backlit and be
highly visible. Within the tunnel motion sensors or pressure
pads would be used to set off the aroma of freshly baked bread.
Creating a sensual, immersive experience for the viewers.
26. 21
Promotional
Client: Uniqlo
TITLE: My Uniqlo Style Campaign
T/A: Millennials (15-25)
THE PROBLEM
Uniqlo is new in Canada and needs more exposure amongst the country.
HOW TO ACHIEVE THIS
By developing a digital change room. It will allow users to sort
through the uniqlo inventory in search of an outfit that represents
them and their style, afterwards going across the megatron.
This technology would be sure to gain controversy.
Deliverables
• Digital Change room
• Uniqlo Instavid
Digital Change Room
28. 23
TRUST IN TESLA,
AND HAVE A
RIDE ON US!
· • ·
#TrustinTesla
Promotional
Client: TESLA X UBER
TITLE: Trust in TESLA Campaign
T/A: Professionals (25-50)
THE PROBLEM
Tesla’s Model S has a autopilot mode which not many people are
aware of, this luxury allows the car to navigate its way.
HOW TO ACHIEVE THIS
Placing these kiosks outside of stadiums as well as bar strips,
people leaving who’ve had too much are able to grab a free uber.
The only catch is the uber driver will not touch the wheel.
Deliverables
• TESLA X UBER Kiosk
• Promotional Card
TESLA X UBER Kiosk
30. 25
Editorial Design
TITLE: Typifications Newsletter
This newsletter provides indepth information on different type styles
and the information about them. The design is simple and uses 2
different tones to create the color scheme.
