3. When I was at school, then at the university, and also in some training courses related to work, they always
said that we should think outside of the box. I was always trying to find the solution to this expression “think
outside of the box” for it is really a mystery, because not everyone can achieve it. But, I realized later on that
you should not think outside of the box, but to go deep inside the people and know their needs, their behavior,
and the environment they live in. Furthermore, you must know people’s hobbies, and what they love in order
to offer them something new that can serve in their interests and desires, so long as to work with a big heart
and willingness to present something for mankind.
I always think of solving the problems, because I’m totally convinced that there’s a solution for every problem.
For that reason, I’m always optimistic. I fight to persuade others and to defend my idea. I’ve worked in the
banking sector-area branches for six years. I dealt with many kinds of customers and employees which helped
me in acquiring a lot of experiences and taking responsibilities, where I was only 24 years old when I received
the position of branch manager. This position is responsible of many employees and millions of dollars. For
me, I don’t like to talk much, but I like people to know me for my work and achievements that talk by itself,
because I think in my mind, not my tongue.
AUTOBIOGRAPHY:
5. 01
Instructor : Matthews, Andrew
Class : Creative Communications Strategy
Semester : Spring 2014
Project:
PROJECT SYNOPSIS
In this project, there is restaurants’ chain “Five Guys” that will open its first branch in San Fran-
cisco-Mission Street on 7/1. They put $2M to make an advertising campaign from 6/1 to 8/31, and
we had to find the target audience and the suitable media platform through which to reach these
people.
FIRST PROJECT/ INSTRUCTOR:ANDREW MATTHEWS/ CREATIVE COMMUNICATIONS STRATEGY/ SPRING 2014SULTAN ALGARZAE
6. AGENDA
- Target Audience
- Parameters & Objectives
- Media Recommendation
• Music Websites
• Social Engagement
• Video Seeding
- Budget Summary
TARGET AUDIENCE?
SULTAN ALGARZAE FIRST PROJECT/ INSTRUCTOR:ANDREW MATTHEWS/ CREATIVE COMMUNICATIONS STRATEGY/ SPRING 2014
7. TARGET AUDIENCE
Online Music Lovers
Age: 18-29
Men and women who like music and download and purchase their favorite music off
the internet. Their favorite music is pop and hip hop. They don't watch TV much
often, and when they do, they watch VH1. 57%of them eat fast food at least once a
week, and they're guilt-free when they have fast food because they see that it suits
their busy life. The social media is an integral part in their life; they spend long
hours logging onto different social media forums. Their best web surfing times are
from 11pm to 2am. They use different devices to surf the web and go on social me-
dia, and they often click on the banner add and the website link. 93% of them have
mobiles, and they see that receiving ads on their mobiles influences their shopping
decisions, especially if these ads involve an offer or a discount.
PARAMETERS/OBJECTIVES
OBJECTIVES & GOALS
- Building awareness on the same date of Five Guys launching in San Francisco and making
the launch one of the most awaited for and exciting events for the target group through the
social media, music websites and video forums that suit this group.
SULTAN ALGARZAE FIRST PROJECT/ INSTRUCTOR:ANDREW MATTHEWS/ CREATIVE COMMUNICATIONS STRATEGY/ SPRING 2014
8. MEDIA RECOMMENDATION
SUMMARY
Posting banner ads for Five Guys
on the music websites where the
possibility of the online music
lover clicking on Five Guys ads
would be so high, and there-
fore reminding everyone of the
launching date.
Posting pre- roll videos on video
sharing websites in order to in-
crease the views and sharing of the
Five Guys video.
Using the social media forums
to build awareness about the
launching of Five Guys, all through
the content and through creating
a direct interaction with the users
all during the campaign.
STRATEGYRECOMMENDATION
MUSIC WEBSITES
2 | Yahoo! Music | 55,000,000 - Estimated Unique Monthly Visitors
Recommended Placements:
Homepage Banners
Total Est. Impressions: 25,000,000
Total Budget: $250,000
Est. CPM: $10.00
1 | Pandora | 60,000,000 - Estimated Unique Monthly Visitors
Recommended Placements:
Homepage Banners
Total Est. Impressions: 34,783.000
Total Budget: $400,000
Est. CPM: $11.50
SULTAN ALGARZAE FIRST PROJECT/ INSTRUCTOR:ANDREW MATTHEWS/ CREATIVE COMMUNICATIONS STRATEGY/ SPRING 2014
9. MUSIC WEBSITES
3 | SoundCloud | 50,000,000 - Estimated Unique Monthly Visitors |
Recommended Placements:
Homepage Banners
Total Est. Impressions: 21,052,631
Total Budget: $200,000
Est. CPM: $9.50
4 | Google Play | 49,000,000 - Estimated Unique Monthly Visitors
Recommended Placements:
Homepage Banners
Total Est. Impressions: 25,000,000
Total Budget: $200,000
Est. CPM: $8.00
VIDEO
1 | YouTube | 1,000,000,000 - Estimated Unique Monthly Visitors
Recommended Placements:
TrueView InStream Skippable Pre-Roll :30s
Total Est. Views: 3000,000
Total Budget: $300,000
Est. CPV: $0.10
2 | Vimeo | 130,000,000 - Estimated Unique Monthly Visitors
Recommended Placements:
TrueView InStream Skippable Pre-Roll :30s
Total Est. Views: 1,000,000
Total Budget: $70,000
Est. CPV: $0.07
SULTAN ALGARZAE FIRST PROJECT/ INSTRUCTOR:ANDREW MATTHEWS/ CREATIVE COMMUNICATIONS STRATEGY/ SPRING 2014
10. VIDEO
3 | Yahoo! Screen | 125,000,000 - Estimated Unique Monthly Visitors
Recommended Placements:
TrueView InStream Skippable Pre-Roll :30s
Total Est. Views: 1,000,000
Total Budget: $60,000
Est. CPV: $0.06
SOCIAL MEDIA
Facebook- Facebook is the largest social network in the world with 500 million active
users of whom 50% log in on a daily basis.
Recommended Placements:
Sponsored Stories
Total Est. Clicks: 100,000
Total Budget: $200,000
Est. CPC: $2.00
SULTAN ALGARZAE FIRST PROJECT/ INSTRUCTOR:ANDREW MATTHEWS/ CREATIVE COMMUNICATIONS STRATEGY/ SPRING 2014
11. SOCIAL MEDIA
Twitter -More than 40 million users.
- 500 Million Tweets are sent per day.
Recommended Placements:
Promoted Tweet- Interest Targeting
Total Est. Engagements: 48,888
Total Budget: $220,000
Est. CPE: $4.50
SOCIAL MEDIA
MySpace- Artists and or bands can link up with people in the industry or with people
who love their music.
- Myspace now has 36 million users.
- 70 percent of the Myspace community is 35 or younger.
Recommended Placements:
Sponsored Content Native Ads
Total Est. Engagements: 100,000
Total Budget: $100,000
Est. CPE: $1.00
SULTAN ALGARZAE FIRST PROJECT/ INSTRUCTOR:ANDREW MATTHEWS/ CREATIVE COMMUNICATIONS STRATEGY/ SPRING 2014
12. BUDGET SUMMARYMEDIA FLOW BUDGET SUMMARY
SULTAN ALGARZAE FIRST PROJECT/ INSTRUCTOR:ANDREW MATTHEWS/ CREATIVE COMMUNICATIONS STRATEGY/ SPRING 2014
14. Instructor : Jervis, Matthew
Class : ADV 699 Visual Storytelling
Semester : Fall 2013
02
Project:
PROJECT SYNOPSIS
In this project, it was requested to choose a brand, and then to do a research on it in terms of its histo-
ry, message, and identity from logo, colors, the types of font, and the medium it uses in its ads. Then, I
should provide the hypothesis about the target audience and the advertising strategy of the brand. And
finally, I make a recommendation to the company according to the research I did.
SECOND PROJECT/ INSTRUCTOR:JERVIS, MATTHEW/ VISUAL STORYTELLING/ FALL 2013SULTAN ALGARZAE
15. H&M HISTORY
1947 1952 1964
The first store opens in
Västerås, Sweden, selling
women’s clothing. The store
is called Hennes.
Hennes opens in
Stockholm.
The first store outside Sweden
opens in Norway.
1968 2000
H&M HISTORY H&M HISTORY
Founder Erling Persson buys
Mauritz Widforss, a hunting
and fishing equipment store.
Sales of men’s and children’s
clothing begin. The name is
changed to Hennes & Mau-
ritz.
The first US store opens on
Fifth Avenue in New York.
The same year stores open in
Spain. In subsequent years,
H&M opens in more Europe-
an markets.
SECOND PROJECT/ INSTRUCTOR:JERVIS, MATTHEW/ VISUAL STORYTELLING/ FALL 2013SULTAN ALGARZAE
16. STATEMENT
H&M’s business concept is to offer fashion and quality at the best price.
MISSION
H&M’s design team creates sustainable fashion for all, always at the best price. The col-
lections include everything from dazzling party collections to quintessential basics and
functional sportswear – for women, men, teenagers and children, and for every season or
occasion. In addition to clothes, shoes, bags, jewelery, make up and underwear there is
also H&M Home – fashionable interiors for children and adults.
The width and variety of the H&M collections mean customers can always find some-
thing to suit their style and their wardrobe. There are H&M stores in 53 markets world-
wide, and online shopping in 9 countries.
LOGO
COLOR Red letters with a white background, and sometimes they
use white letters with a red background.
IDENTITY
TYPEFACE H&M’s logo is a custom drawn typeface for H&M called
HM Ampersand. Stefan Hattenbach created that specifical-
ly for H&M, and it’s proprietary to the company.
SECOND PROJECT/ INSTRUCTOR:JERVIS, MATTHEW/ VISUAL STORYTELLING/ FALL 2013SULTAN ALGARZAE
17. MEDIA BUY
Print Ad
MEDIA BUY
TV Commercial
SECOND PROJECT/ INSTRUCTOR:JERVIS, MATTHEW/ VISUAL STORYTELLING/ FALL 2013SULTAN ALGARZAE
18. MEDIA BUY MEDIA BUY
Bus Stop AdBillboard
SECOND PROJECT/ INSTRUCTOR:JERVIS, MATTHEW/ VISUAL STORYTELLING/ FALL 2013SULTAN ALGARZAE
19. MEDIA BUY
Bus Wrap
WEBSITE & SOCIAL MEDIA
Print Ad
SECOND PROJECT/ INSTRUCTOR:JERVIS, MATTHEW/ VISUAL STORYTELLING/ FALL 2013SULTAN ALGARZAE
20. ASSUMPTION
• Target Market: A wide range of varied women, men, teenagers and children, belonging main-
ly to the middle class that aims to wear affordable yet fashionable designs. These consumers
compensate their desire to wear big brand names by wearing H&M’s designer-like styles.
• H&M’s Advertising Strategy: H&M features athletes and celebrities in their ads to illustrate
that their brand is wearable also by the upper class. Also, they mainly use models and lively
faces to advertise their collection in order to attract a wider range of consumers. However,
H&M doesn’t feature these models or celebrities in nature; they are mostly captured in sep-
arate positions in studios without a clear story connecting the models In addition, H&M
sponsors fundraising event such as the BAG IT event in Scottsdale, AZ. BAG IT is an NPO
that provides information and education to newly diagnosed individuals with cancer and their
families. H&M has sponsored BAG IT fundraising events in the Tucson area for several years
and in the Phoenix area.
RECOMMENDATION
Since H&M imitate first-class brand names designs and find a wide range of market for that, and be-
cause most of their customers age bracket ranges between 20-35, an age bracket that is mainly interested
in health and sports, they could open a department for sports wear. They could incorporate fashionable
and colorful designs similar to those of Nike and Adidas, for example. And because H&M already works
in the clothing business, they could easily provide for opening a sports wear department without having
to resort to a new capital specific for it. This new department would attract a new range of consumers,
and this entails an increment in the profits.
SECOND PROJECT/ INSTRUCTOR:JERVIS, MATTHEW/ VISUAL STORYTELLING/ FALL 2013SULTAN ALGARZAE
22. Instructor : Matthews, Andrew
Class : Creative Communications Strategy
Semester : Spring 2014
03
Project:
SULTAN ALGARZAE THIRD PROJECT/ INSTRUCTOR:ANDREW MATTHEWS/ CREATIVE COMMUNICATIONS STRATEGY/ SPRING 2014
PROJECT SYNOPSIS
Students will choose a brand and target, and shoot a 1-3 min video. brand with a social strategy to
distribute it.
“Nike for Good Talent”..
23. Nike
The target is to attract mainly teenagers who are
interested in different sports.
I would choose first YouTube as my social platform and
then Facebook.
Why do these platforms make sense for
the target?
I believe YouTube has taken the place of TV for teenagers main-
ly. Studies have shown that teenagers recently barely watch any
TV; instead, they go to YouTube to watch their favorite shows
and interesting videos at their leisure. Also, Facebook is a huge
social platform for teenagers where you won’t find a teenager
who doesn’t go on Facebook at least three times a day.
Describe strategies and how it could
extend into larger campaign ideas
Nike is an absolutely successful brand up to this day, yet
no one knows what the future could be hiding. That’s why
the company should focus on the future customers, the
teenagers. Building a good rapport with them now through
encouraging and supporting their talents will certainly
create a positive effect on the brand for the future. This
video is one episode of several episodes that Nike could
launch under “Nike for Good Talent”..
SULTAN ALGARZAE
What is the target?
Social platforms (screens) I would
choose to distribute my video (content)
THIRD PROJECT/ INSTRUCTOR:ANDREW MATTHEWS/ CREATIVE COMMUNICATIONS STRATEGY/ SPRING 2014
I interviewed Niracai Davis, a synchro-
nized swimmer who is a teenager that was
inspired to pursue this sport that revolves
around precision and art.
SCREENSHOTS
25. FERRY BUILDING
Instructor : Adams, Haydn
Class : WNM 249 Web Design 1
Semester : Fall 2014
04
Project:
PROJECT SYNOPSIS
In this project, it was requested to fully re-design 16 pages for “Ferry Building” website (www.ferry-
buildingmarketplace.com), where you build the website from zero. Also, all the pictures that will be used
(published) in this website should be photographed by the student, and it’s allowed to use anything from
the original website of “Ferry Building” except the written content.
FOURTH PROJECT/ INSTRUCTOR:ADAMS,HAYDN/ WEB DESIGN 1/ FALL 2014SULTAN ALGARZAE
www.sultan.solutions/final4
26. SULTAN ALGARZAE FOURTH PROJECT/ INSTRUCTOR:ADAMS,HAYDN/ WEB DESIGN 1/ FALL 2014
HTML: CSS:
27. VISITOR INFORMATION
-LOCATION & OVERVIEW
-MARKETPLACE SERVICES
-FAQ
SHOPPING& DINNING History And Renovation
-FERRY BUILDING HISTORY
-ARCHITECTURAL CREDITS
-MARKETPLACE DESIGN
FEATURES
-AWARDS
Private Events
-OVERVIEW
About Us
-OUR MISSION
-CONTACT
-Acme Bread Company
-Peet's Coffee & Tea
-Village Market
-Humphry Slocombe
-Imperial Tea Court
FERRY BUILDING HOME PAGE
GRAPH FOR THE PAGES THAT WILL BE REDESIGNED HOME PAGE:
FOURTH PROJECT/ INSTRUCTOR:ADAMS,HAYDN/ WEB DESIGN 1/ FALL 2014SULTAN ALGARZAE
28. SHOPPING & DINNING PAGE:
SHOPPING & DINNING PAGE
FOURTH PROJECT/ INSTRUCTOR:ADAMS,HAYDN/ WEB DESIGN 1/ FALL 2014SULTAN ALGARZAE
29. VISITOR INFORMATION: VISITOR INFORMATION
FOURTH PROJECT/ INSTRUCTOR:ADAMS,HAYDN/ WEB DESIGN 1/ FALL 2014SULTAN ALGARZAE
30. HISTORY & EVENT: HISTORY & EVENT
FOURTH PROJECT/ INSTRUCTOR:ADAMS,HAYDN/ WEB DESIGN 1/ FALL 2014SULTAN ALGARZAE
31. PRIVATE EVENTS: OUR MISSION:
FOURTH PROJECT/ INSTRUCTOR:ADAMS,HAYDN/ WEB DESIGN 1/ FALL 2014SULTAN ALGARZAE
33. SULTAN ALGARZAE
Project:
05
THE HOOKAH INVASION
Instructor : Steve Kotton
Class : COM_603 Visual Communications
Semester : Spring 2014
FIFTH PROJECT/ INSTRUCTOR: STEVE KOTTON/ VISUAL COMMUNICATIONS/ SPRING 2014
PROJECT SYNOPSIS
In this project, we were asked to make a report of two-minute and thirty-second length
maximum, taking into consideration two voice over recordings and various footage.
34. SCREENSHOTS
FIFTH PROJECT/ INSTRUCTOR: STEVE KOTTON/ VISUAL COMMUNICATIONS/ SPRING 2014SULTAN ALGARZAE
THE REPORT PROPOSAL
The report will tackle the topic of hookah since it has spread widely in café lounges in San
Francisco. So, I visited some hookah lounge and made a report about hookah, who smokes it,
its cost, how it’s made, and why people smoke it.
Kodak PlayTouch Video Camera
36. BIOMIMICRY
Instructor : Maddux, Cameron
Class : ADV 624 Creative Strategy
Semester : Summer 2013
06
Project:
PROJECT SYNOPSIS
In this project, we should search for something from nature, and to come up with an idea to solve
a specific problem or to find an idea of a new product.
SIXTH PROJECT/ INSTRUCTOR:MADDUX, CAMERON/ CREATIVE STRATEGY/ SUMMER 2013SULTAN ALGARZAE
37. INTRODUCTION:
Nature always provides us with smart solutions, yet all it needs from us
is to contemplate about it in order to be inspired for some interior de-
sign or a certain system that can be applied to solve a certain problem
or to improve and innovate.
TIRES BURST:
One of the problems that so many people face and could cause
life-threatening accidents is the problem of tire burst. Not only does
this problem threaten the life of the passenger of the same car but also
other cars and people due to collision.
CARS: THEN & NOW
What really confuses me is that cars nowadays have changed a lot in comparison to cars 60 years ago.
Now, cars have transformed in terms of the body, entertainment options, safety and comfort, yet the
car tire still holds the same old shape. The problem is that no one has yet thought about some way to
improve the tire in a way that supports safety.
THE TIRES IN THE MARKET:
1- Tube Tire: This old kind of tires is made of internal wires and cords within a rubber shape. It is inflatable
and prone to explosion.
2- Tubeless Tire: This kind is used in most cars, and it does not contain any wires or cords. Yet, it is inflated
directly, and thus also prone to explosion.
SULTAN ALGARZAE SIXTH PROJECT/ INSTRUCTOR:MADDUX, CAMERON/ CREATIVE STRATEGY/ SUMMER 2013
38. NATURE ALWAYS HAS THE ANSWER:
(Bugs):
Insects have six legs; that is why when an insect loses a leg or two, it
can sustain its balance and continue to walk until the lost legs grow
back.
This natural fact makes me think of how we could use the same ability
that the insects have, in order to maintain the balance of the car?
THE SOLUTION
How can I transform the car tire into an insect-like tire? We can transform the tire into 12 parts or more; each part is sepa-
rated from the other, so that if one part breaks, the other parts don’t
get affected and the car maintains its normal balance.
THE TARGET MARKET
1- Freight trucks: these trucks carry valuable goods and any small accident could lead to big damages and risks
such as lethal explosions and fires due to heavy loads.
2- Pullman buses: these buses take a large number of passengers on board. A tire burst could simply make a
Pullman bus lose balance and endanger the lives of the passengers.
3- Cars of Frequent Travelers: I mean here those who travel on a weekly basis, which causes erosion to the tire
and eventually makes it prone to bursting.
SULTAN ALGARZAE SIXTH PROJECT/ INSTRUCTOR:MADDUX, CAMERON/ CREATIVE STRATEGY/ SUMMER 2013
39. CONSULTING CAR ENGINEERS AND EXPERTS ABOUT
THE NEW TIRE:
There were experts who welcomed the idea and others who opposed it, saying it would be next
to impossible to apply. I, however, have a big faith that there is no impossible and that one
could realize any dream.
SULTAN ALGARZAE
40. MAR. 8 2014
Slow Shutter Speeds/ San Francisco/ Embarcadero Street
41. 07
IDEA WITHOUT SCREEN
Instructor : Maddux, Cameron
Class : ADV 624 Creative Strategy
Semester : Summer 2013
Project:
SEVENTH PROJECT/ INSTRUCTOR:MADDUX, CAMERON/ CREATIVE STRATEGY/ SUMMER 2013
PROJECT SYNOPSIS
In this project, it was requested to create an idea for something specific without using a screen
(computer, television, mobile), so that people can interact with it.
SULTAN ALGARZAE
42. RECYCLING:
We are all aware of the importance of recycling, its benefits on our en-
vironment, and the big budgets that governments spend on it. Yet, there
is still a group of people who do not pay any attention to recycling
despite the fact that the recycling bins are plentiful everywhere.
I will shed light on this group who care less about recycling, and I’ve
chosen the cartoon character Simpson to represent this group, so I
could figure out the reasons behind the carelessness and find solutions
for it.
Simpson consumes a big number of cans which he doesn’t throw in the
places assigned for recycling.
When asked why he doesn’t care about recycling, Simpson answered that there is not a real
advantage to recycling since no one would thank him or offer him money in return.
Here was the point where I decided to have Simpson change his behavior and interact positively with
recycling.
SEVENTH PROJECT/ INSTRUCTOR:MADDUX, CAMERON/ CREATIVE STRATEGY/ SUMMER 2013SULTAN ALGARZAE
43. FIRST PROPOSED SOLUTION:
We have to encourage this group and make them feel that recycling could also be fun. They could interact with
other groups to create a beautiful artwork in some big street.
We could also do some graffiti on a public wall and have people post the empty cans on the drawing to add a more
artistic tint to it. Here, the Simpsons would change their mind about recycling and accordingly their behavior.
SECOND PROPOSED SOLUTION:
We could transform the recycling bin into a popular sports game. For example, Simpson likes to play
basketball, so we could change the shape of the recycling bin into the shape of a basketball board. This
way, the cans would be the basketball and the bin the target.
SEVENTH PROJECT/ INSTRUCTOR:MADDUX, CAMERON/ CREATIVE STRATEGY/ SUMMER 2013SULTAN ALGARZAE
44. THIRD PROPOSED SOLUTION:
We could entirely change the shape of the recycling bin and separate it completely from the places allocated for
regular garbage in a way that we eliminate the connection that people usually make between garbage and dirtiness.
We need to present a new face for recycling where one stops connecting recycling to garbage. The recycling bins
could be designed in a beautiful artistic way that reflects the difference between regular garbage and recycling. For
instance, when you order food at a fast food restaurant, the food is served on a tray with a cup of Coca Cola usual-
ly. When you finish your food, you always go to the garbage bin to throw the food box and leftovers, and then you
return the tray to its allocated place although it is probably the item that has been dirtied the most. However, you
never relate the tray to the idea of garbage but rather consider it reusable. I believe this is what people need to feel
about the concept of recycling.
SULTAN ALGARZAE
45. Experience
Bank of Riyadh Riyadh, Saudi Arabia / Bank Branch Manager
2005-2009
• Responsible for overall leadership of employees and encourage-
ment of teamwork in order to bring in new customers.
• Implemented effective problem solving skills in order to build last-
ing relationships with the customers.
• Administered performance reviews and skills assessment to ensure
employee competence and motivation.
Bank of Riyadh Riyadh, Saudi Arabia / Assistant Bank Branch Manager
2004- 2005
• Set customer goals by working directly with specialized teams of
employees where tasks were divided to ensure a smooth roll out.
• Provided employees with weekly work and vacation schedules as
well as requests for time off.
• Carried out the primary duties of the bank manager when they
were not working or out of the office.
Education
The Academy of Art University 2012-2015
San Francisco, CA
Master of Fine Art, Advertising, Creative Strategist
King Saud University 1999-2003
Riyadh, Saudi Arabia
Bachelor of Business, Accounting
Skills
Digital: Photoshop, Illustrator, InDesign, Final Cut Pro X and HTML &
CSS
Social Media: Facebook, Twitter, Instagram and Pinterest
Other: Photography
Objective
As a creative strategist, I’m seeking a position that will
provide me with the framework needed in order to execute
my innovative ideas for problem solving, development and
consultations.
Sultan Algarzae
Riyadh, Saudi Arabia
Phone: +966560599904
E-Mail: Sultan.233@hotmail.com
RESUME
