2. Resume
samendon@syr.edu
cellular
908.347.9706
7 Ashland Terrace, Chester, NJ 07930
stephenmendonca.carbonmade.com
art director
e-mail
current address
sc hoo l
Syracuse University
MAJOR Creative Advertising | S.I. Newhouse School of Public
Communications
MINOR Marketing | Whitman School of Management
DA T E OF GRADUATION May 2010
G PA 3.53
Study Abroad Fall 2008 | Syracuse University
Center -- Madrid, Spain
• Dedicated 6 hours a week to being an assistant
English teacher at local elementary school
(grades 4 and 6)
• Accomplished t w o classes a 3.7 completely G PA while in Spanish
taking 18 credits with
• Lived with authentic non-english speaking
Spanish family
• Obtained in-depth understanding of Spanish culture,
communications, and society
skills
• F luent in Portuguese and Spanish
• Proficient with Adobe PhotoShop, Illustrator, and
InDesign; Microsoft Word, PowerPoint, Outlook,
and Excel; MRI+, Simmons, and
LexisNexis Databases
• Skilled in operating both digital SLR and film
manual cameras
activities&i n te rests
• Member of Ta u Kappa Epsilon (TKE)
Fraternity Iota Zeta chapter at
Syracuse University
• Captain of intramural indoor/outdoor
soccer teams at Syracuse University
• Photographer for Student Voice, fall
o f 2006 (Syracuse University
weekly publication)
experience
TNH Advertising Agency | Syracuse, NY | Fall 2009 & Spring 2010
Art Director and Photographer | State Farm National AAF Student
Advertising Competition
• Created comprehensive campaign consisting of executions for print, out-of-home, T V,
radio, online, digital, interactive, and partnerships (with MLB, X-Games, and XBox360)
• Collaborated with Creative Director to develop look and feel of campaign
• Successfully photographed and directed models for majority of ads
Art Director | General Motors college student promotion (GM+U)
National Competition
• Competed with 76 other schools in creating a complete online campaign
• directors Successfully within completed the allotted all creative 2 week work period
with 6 other copywriters and art
• Our team presented in Detroit with the two other finalists and won first place
Paul Kiesche Design | Long Valley, NJ
Graphic Design Intern | Winter 2009
• Assisted in finalizing and editing of new Marketing Plan
• Concepted and designed wedding stationery
• Trusted to aid CEO in new business pitches and client lunches
THE WEEK Magazine | New York City
Advertising Sales Intern | Summer 2009
• Quickly learned how process of advertising sales for print functioned
• Rather a r t director dull nature on of the ad agency sales side
further solidified desire to become an
• not Personal ideal but confirmation was an of interesting fact that a experience 2 hour in commute itself
each way is
Freelance Graphic Designer | Summer 2008 to Present
• Designed menu for Solar do Minho restaurant in Roselle Park, NJ;
business card for Cortico Landscaping; and logo for Blistt.com, a
student start-up business from Penn State
• Finish assignments on time and provide excellent customer service
Professional Photographer
• Grill Organized Restaurant exhibition in Summit, of 55 New original Jersey
photos at The Broadway
• Negotiated and partnered with the Susan G. Komen Breast
Cancer Society - Nor th Jersey Chapter, selling 25 photos
and collecting $1000 in donations
• Featured photographer in LeReve Gallery in Chester, NJ
freshly popped
Questions or Comments,
call Mon. - Sun. from 8:00am to 10:30pm (EST)
(except national and catholic holidays)
3. State Farm
Challenge Research and understand why Young
Adults (18-25) do not understand
insurance and its benefits despite it
being a legal necessity. Our answer
is to own the agent model. Executions
must be delivered in an authentic,
relatable, and assuring tone, with
the agent being the solution to
the problem.
5. State Farm . . Print
I SWEAR
I PUT IT IN REVERSE.
FROM ON EDGE TO AT EASE,
STATE FARM IS THERE.
Find the agent that can help you at www.StateFarm.com/RealMoment s
6. State Farm . . Print
PLEASE TELL ME
I DID NOT JUST DO THAT.
FROM FREAKED OUT TO FIGURED OUT,
STATE FARM IS THERE.
Find the agent that can help you at www.StateFarm.com/RealMoments
AMABA
A ESE CARRO
DE ARRUINADO A TRANQUILO
STATE FARM ESTA AHÍ.
Conoce a un agente con el que puedes contar en State Farm www.StateFarm.com/RealMoments
7. State Farm . . Microsite
A new microsite linked
to the main page will
bring the campaign full
circle. StateFarm.com/
RealMoments will connect
State Farm to Young Adults.
What you do need
to know:
Insurance may be
complicated, but it’s crucial
to know at least the basics.
On this page, consumers will
get a brief overview of what
needs to be understood.
What you don’t need
to know:
In an effort to prove State
Farm understands the
target’s attitude toward
insurance, this page cleverly
conveys all the complexities
of insurance that an
agent handles.
Excuses:
Sometimes there’s a place
excuses go to die. Our
agents have heard them all
and know which ones need
to retire and which ones are
still fresh.
8. State Farm . . Microsite
Auto Quote:
This application makes
getting an auto quote
engaging. The user enters
his or her information while
building their car through
the game. Throughout the
process, the user also learns
more about the factors that
influence how a quote is
determined.
Crashing Cars Extra:
In order to attract this tech-savvy
target, websites
need to be more than
informational. When this
screen pops up, users are
prompted to shrink the
screen. The smaller the
screen, the closer the cars
get, until they crash into
each other and reveal a
State Farm message. This
interactive extra is engaging
and fun.
Agent Rap Sheets:
Agents are integral to the
State Farm model so it’s
only logical to dedicate a
portion of the microsite to
them. On this page, the
target can search for an
agent based on both location
and personal characteristics.
9. State Farm . . Microsite
Renters:
Everyone has stuff, but not
everyone realizes that they
need to protect it. A simple
flow chart can clear that
right up.
Live Feed:
This pre-recorded web video
will be presented as a live
feed from an undisclosed
State Farm office. Seeing
insurance agents in a
different light will create an
opportunity for State Farm to
build trust within the target
and reinforce the human
connection that State Farm
agents offer.
10. State Farm . . Banner Ads
Banner Ads
There are many ways besides
banner ads to disseminate a
message and engage Young
Adults. This age group is more
likely to click through webpage
links and sponsored websites
from search results. Pre-roll ads
during online video presentations
and streaming spots on Pandora
represent alternative ways of
reaching Young Adults.
Like the print ads, the banners embody
how Young Adults react to what seems
like the end of the world. {
FROM FREAKED OUT TO FIGURED OUT,
HOLY S
FROM OH SH*T TO OK,
STATE FARM IS THERE.
Find the agent that can help you at www.StateFarm.com/RealMoments
STATE FARM IS THERE.
Find the agent that can help you at www.stateFarm.com/realMoments
11. State Farm . . X Games and MLB Partnerships
The X Games Partnership
Young Adults show a particular affinity for extreme sports and, in
particular, ESPN’s X Games. Although State Farm has had a presence
here, we weren’t ready to forfeit the idea.
Insurance Runs: MLB partnership
According to MRI Plus, Young Adults are 29% more likely than the
average American to attend a Major League Baseball game at least
once a month, making ballparks a prime spot for State Farm to
further engage with the target. State Farm will offer $5 discounts at
Wednesday night home games during June for up to 1,000 attendees
between the ages of 18-25. Teams with two or more home games on
Wednesdays during this month will serve as host ballparks.
Fans will receive a State Farm-branded kit, similar to those distributed
at the X Games. We’ll extend brand impressions through commercial
break lead-ins on local television game coverage and branded Jumbo-tron
spots following home team “insurance runs.”
The partnership results in 31 home games across 15 stadiums.
{ State Farm branded booths will be set up at the event
for fans to play video games, watch events, and learn
about State Farm’s services and mobile applications. The
giveaway includes a Calm Kit with a branded stress ball, a
box of tissues, and a bottle of water – comforting items for
the anxious Young Adult. Ready-made excuse signs will
be provided for fans to exonerate their favorite athletes if
they’ve performed poorly. It’s cold in Aspen in January, so
a few ski hats will be thrown in to keep fans warm during
the event.
12. State Farm . . Social & Mobile
This age group responds
positively to straightforward
and realistic messages, and
we’ve enmeshed State Farm
into the fabric of the Young
Adult community. The Facebook
application and Tweets are
consistent with the interests and
goals of Young Adults.
FACEBOOK
The “Freak-Out Face” application
gives users the option of tagging
their friends in photos where they
are freaking out. Not only will this
be a fun way to call out friends on
their freak outs, but the photos
tagged and the captions that go
with them will also be entered
into a contest to become a new
print ad for Real Moments.
TWITTER
Users can interact with the
campaign by following the daily
excuses on Twitter and posting
their own. Great accident-related
excuses may also appear in
the campaign.
Young Adults are 25% more likely than the average
American consumer to own a Smartphone and
50% more likely to use an iPhone. We’ve created
a State Farm app that uses scope technology to
show the driver the locations of the closest State
Farm approved auto body shops. When users scan
their surroundings with their iPhone camera, the
application identifies the nearest mechanics in
that location.
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1.
QR (Quick Response) code, a barcode-like
image widely used to send messages and
retrieve information, is an easy and cost-efficient
way to link State Farm with younger
consumers. The code you see above will
be printed on key-chains, decals, and other
promotional giveaways that are likely to
}
populate a Young Adult’s car. State Farm app
users can take a picture of the barcode and
immediately reach State Farm’s 24/7 Good
Neighbor Support Team.
13. State Farm . . Outdoor
Here’s where we’ll aggressively go after the Renters market. We see it as
an opportunity to exercise our ingenuity and develop an innovative out-of-home
strategy. Outdoor and guerrilla advertising serves Renters insurance
well because most renters are concentrated in heavily populated cities.
These cities are home to buses, bus shelters, buildings, and pavement: State
Farm’s new cement-laden canvas.
We were able to pinpoint areas in which there is a high concentration of
available rental units, which narrowed our selection to the most robust
Renters markets. The goal is to hit Young Adults with State Farm’s
messaging while they search for their own place.
The outdoor campaign includes a month’s worth of bus wraps, bus shelters,
wild postings, sidewalk art, wallscapes and billboards.
Bus Shelter
The bus shelter will house posters with the
Renters Flowchart, telling Young Adults why
they need Renters insurance. It also provides
them some entertainment while waiting for
their ride.
Bus Wrap
A damaged bus in transit will grab attention. An
emotional headline will complement the visual
to perpetuate Real Moments.
Wild Postings
Wild Postings add an interactive twist to
the existing print executions. A QR code,
accompanied by a line indicating its purpose,
will be added to each poster. An iPhone
snapshot of the graphic will drive consumers
straight to the website.
Billboards
What better time to reach Young Adults about
car insurance than while they’re driving? The
print ads illustrate a message that resonates
with this audience. Another way to get the
message across: make it bigger.
17. The West would have been won faster.
UHAUL . . Print
realize your dream For life’s bold moves.
18. For life’s bold moves.
1492 would have been 1482.
UHAUL . . Print
19. UHAUL . . Print
The gold would have dried up sooner.
Turn Around
For life’s bold moves.
20. Ford Fiesta . . Print
muy caliente
The new Ford Fiesta uses EcoBoost gasoline turbo charged, direct injection
technology to reduce fuel economy by 20% and reduce CO2 emissions by 15%.
Who knew being green could look so hot?
21. When you can’t stand your own skin.
Solarcaine . . Print
22. When you can’t stand your own skin.
Solarcaine . . Print
23. Solarcaine . . Print
When you can’t stand your own skin.
24. Challenge College kids are cheap, it’s a known
fact. So of course they would be
interested in a program that
saves them money, especially with the
real world around the corner. Problem
is, they don’t know about GM+U, the
program that exists to help them out
when they need a new car.
General Motors . . GM+U
25. General Motors . . Web Banners
The copy and images illustrate petty ways college
students attempt to save money and point out
that GM is here to help by saving them more
with a discount on a car for their future. GM
understands the target’s financial woes, and in turn,
the target will appreciate GM’s humorous approach
to the serious situation. With small tips on ways to
save, the real world is made easier. These ads will
be embedded on popular websites, like ESPN.com,
YouTube, and Moviefone as well as appear on hte
bottom of the website.
26. General Motors . . Website Redesign
The story told on the
homepage relates to
the sometimes scary
transition the target is
going through.
Key words link to words
in the navigation bar and
light up when scrolled
over (exacmple: “what-the-
F*%” = “F.A.Q.”)
The banner ads will
appear on the bottom of
the page and change with
every visit.
The sticker in the upper
right hand corner of
the website links to the
microsite, www.GMgetsU.
com where students can
find fun extras.
27. General Motors . . Microsite, Contest Email
The “That Stingy Guy Contest” gets students involved in the campaign. Students
submit proof of outrageously stingy behavior they see on campus to the microsite.
The proof can be a picture of video message of any cheap activities they witness,
whether it’s snagging coings out of a fountain or studying by candlelight to save on
electricity. Others can vote on what they think is the cheapest act of penny-pinching,
and whoever has the stingiest friend will receive a gas card for the next year.
GM makes the real world easier for students who want to let
their parents know about the discount by providing an email
template on www.GMgetsU.com.
28. General Motors . . Pix Messaging and Application
Tuition is high, book prices are ridiculous, season tickets
don’t grow on trees and a bad night at the bar could
set students back a few months in rent. With a variety
of different witty messages to choose from, students
can send their friends condolences about that parking
ticket they have to pay or for the credit card bill they
just received from all that online shopping they did.
Students want the best deal but
they don’t always know where
to fidn it. With the GM+U
smartphone application, students
say what they want and GM can tell
them where it’s cheapest
The cheapest
result
Closest GM
dealers to get
the best savings
Link to website
29. General Motors . . Facebook Twitter
Students can post or tweet to GM
gets U to ask for money saving
tips or to share their Stingy Friend
stories.
Allows for more interaction with
the brand as GM can directly
respond to the student.
These outlets also act as a way
to stay up to date with GM+U
promotions.
