My brief portfolio about my work as a MFA- AAU-Advertising- creative strategist/social media strategist/brand strategist

2. DNJ

3. Hello, my name is Tram Nguyen Mai Dorman.

4. Table of Contents
Résumé
Culture Map

5. Résumé

6. Education
Master of Fine Art in Advertising
Academy of Art University
Bachelor of Commerce
RMIT International University
Understanding About Advertising And Agency Training
WPP Region
Certificate of Completion Colgate-Palmolive Shopper Marketing Workshop
Colgate-Palmolive

7. Experiences
1st Place - Creative Bootcamp 2014
The Longnow Foundation
Volunteer
Magic Eyes Advertising Agency
Account Manager
Co-founder VN Finder Ltd. Co
Account Manager
Sr. Account Executive
Young & Rubicam Vietnam
Marketing Intern
Zobrist International Inc. (Vietnam)

8. Qualifications & Interests
Adobe Photoshop, InDesign, Illustrator
Microsoft Office Suite
Final Cut Pro
Keynote
Languages: Vietnamese (native), English (fluent)
Photography | Traveling | Drawing | Reading | Writing | Cooking

9. “The better you know yourself, the better your relationship
with the rest of the world.”
- Toni Collette -

10. It’s called...Autobiography

11. “Sometimes I pretend to be normal. But it gets boring.
So I go back to being me.”
- Unknown -

12. “If you can’t describe what you are doing as a process,
you don’t know what you’re doing.”
- W. Edwards Deming -

13. [1]
[2]
[3]
[4]

14. [1]

15. “Culture can become a ‘secret weapon’
that makes extraordinary things happen.”
- Jon R. Katzenbach, Booz & Co -

16. CULTURE MAP
Instructor:
Class:
Assignment:
location
Timeline:
Photos & sketch taken by Tram Dorman

17. The Challenge: create a culture map
The Problem:
- Step 1: Challenge accepted -
- Step 2: On the field -

18. - Step 3: Observe.Experience -

19. Say “hello” to lady Marina
The insights

20. BEHAVIORS
Instructor:
Class:
Assignment:
Timeline:
Images’ source

21. The Student Basketball Team
A research to find out: how do people fit in a basketball team?
Interviews.Observation.Insights

22. Executive Summary
or Cantonese.

23. Project Overview

24. Quantitative Secondary Research

25. “While their personalities are as different as their playing styles,
guard Kobe Bryant and center Shaquille O’Neal have joined
forces to make the defending champion Los Angeles Lakers as
good as it gets in the NBA.”
Quantitative Secondary Research
ChicagoTribune.Com
O’Neal, 29, isn’t married, sports a
Superman tattoo, makes up nicknames
for himself and thinks a 20-game
season would be quite enough.
Shaquille O’Neal was asked to describe
himself: “Cool. Nice. Easy-going,”
O’Neal said. “Wilt Chamberneezee.
Quote me on that. I’m a humble guy, but
on the court I’m arrogant and
dominant.”

26. Insight Statement #1
Fitting into the student basketball team requires basic skill sets
such as dribbling, running, passing, clapping and shooting.

27. Insight Statement #2
Players’ various personality traits are shown in the way they move, dribble,
pass and shoot during a game.

28. Insight Statement #3
The team expects members to speak Chinese, Mandarin or Cantonese.

29. -Etic taxonomies-
The “quiet warriors”
and passing.

30. The “friend makers”
-Etic taxonomies-

31. New directions for research, concerns,
and considerations.

33. [2]

34. “If you’re not doing something crazy, you’re doing the
wrong things.”
- Larry Page -

35. Creative Bootcamp 2014
Campaign:
Agency:
Timeline:
Art Director:
Creative Strategist:
Images’ source
CULTURAL MOVEMENT

37. The Creative Brief
What is the crux of challenge?
Who are we talking to?
What do these people to think about the brand/product/service?
[a.k.a Current Belief]
What do we want people think about the brand/product/service?
[a.k.a Future Belief]
[Main Idea]

38. The Brainstorm

39. The Insight

40. The Campaign
“WELCOME TO FAILURE”

41. FAILURE MANIFESTO

42. CALL-TO- ACTION

43. INTERACTIVITY

44. FIRST PHASE POSTERS

47. SOCIAL MEDIA

48. PINTEREST

49. INSTAGRAM

51. FOLLOW UP POSTERS
outdoor posters

54. CONCLUSION

55. [3]

56. “Think left and think right and think low and think high.
Oh, the thinks you can think up if only you try!”
- Dr. Seuss -

57. Instructor:
Class:
Assignment with guest speaker: Gareth Kay [Chapter]
Timeline:
Creative Strategist & Art Director: Tram Dorman
Images’ source
CREATE AN APP TO SOLVE PROBLEMS

58. A personal fashion-weather
app for Apple watch

59. What is the challenge?
● Find out daily problems of
interviewee
● Create/develop an app on
Apple watch, which can help
users solve their problems
productively.

60. Wh is the inte ie ee?
● ariel is y.o freelance raphic desi ner
● ives in an ose
● tudyin aster of Fine Art in an
Francisco
● Fashion style semi casual, trendy,
convenient
● ain transportation Cal rain
● ech savvy, smart shoppers
● roup n, rader s oe, Costco
● Faceboo , nsta ram, ou ube

61. hat should wear
ow s the weather in F
resentation at A
ot date toni ht
ym at
eather Channel says it s a warm day
oo s cloudy there...
hould brin my ac et or not
oes this color loo ood
a iel s esti ns in the ning

62. t ggle essing?
es it s eal
o one wants to carry
a tote full of e tra layers
only to find out they
won t actually need it
that day. was in that
situation many times
and it is really annoyin
ariel,
F weather is a fic le
mistress. have to
carry my ac et
everyday, ust in case
need it ere ,
usually te t my friends who
live in F ust to as them about
the weather so can dress
properly. he thin is, not
always their answers are correct
to me. ometimes they say
warm. ut actually it s not that
warm to me. Amy,

63. elf confidence is the most powerful tool to
draw a person s ima e.
A
tru lin with dressin will ma e people not
comfortable and confident. on t let outfits
ruin your day or your confidence.

64. A smart, customi ed,
fashionable app on your
wrist helps to create your
perfect confident ima e

65. A

66. A

68. FAC
A A C
ere is website
http //btmt friends.wi .com/temp and style

69. Social media has taken over in America to
such an extreme that to get my own kids to look back
a week in their history is a miracle, let alone 100 years.
- Steven Spielberg -

70. Instructor: Paris Danielle
Class:
Timeline:
Assignment:
strategic campaign
Creative Strategist & Art Director: Tram Dorman
Images’ source
SOCIAL MEDIA STRATEGY

71. my process as a social media strategist.
[4]

72. A A A

73. About the brand ased on the successful ay Fi home fitness pro ram of eachbody
C, but with a clean eatin nutrition plan and more e treme wor outs.
roblem he product has ust been launched in February . ocial media activities are
based on the ori inal ay Fi product without any outstandin updates.
usiness b ective Attract more e ercisers to try out the new pro ram and enhance
brand ima e.
dentified Audience
❏ ate illennials
❏ ender both female and male
❏ ocation . .
❏ ncome /year.
❏ ducation colle e level
❏ Current e ercisers of ay Fi who want to update and new e ercisers

74. About the product

75. ocial media listenin not really e treme
❏ o official witter, Faceboo
account pro ram shares
social media account with the
old ay Fi
❏ o updates/activities/photos
on nsta ram account
❏ ser/followers/e ercisers
create their own
❏ interest , followers
and oo le accounts
activate impressively

76. ❏ he messa e tone friendly,
motivated, strai htforward,
focus on results of pro ram
❏ Food meal prep trendy
❏ Celebrity trainer A t n
ala rese
creator/trainer/spirit of the
pro ram is a real fitness
celebrity
nsta ram followers,
witter . followers
ocial media listenin not really e treme

77. o

78. hat immons says...
otion itness acti ities
eople who wor o t at ho e are
ore li el than the eneral pop lation
feel self-ass re confi ent self-
s fficient sec re co pare to
people who wor o t at fitness
cl

79. ot promoted couple months a o. m e cited with my new career opportunity, but at the same
time, feel stressful whenever have to ma e business decisions. hat if do it wron
ersona
ina en ears ol n a e oftware e eloper in an rancisco li es in a lan nco e ear
i est le
❏ ee s to et healthy
choices in life.
❏ r anic, reen
healthy food.
❏ A hu e fan of
runnin , hi in and
campin .
❏ sed to be hour
Fitness membership
but stops since
moved to a land
nline acti it
❏ faceboo .com
❏ twitter.com
❏ oo le shoppin
e press
❏ pinterest
❏ thelean reenbean.
com healthy
fitness blo
❏ fitnessista.com
female fitness
blo
h ing eha i
❏ Affordable
price
❏ Convenient
❏ Costco
membership
❏ hole Food
❏ ech savvy
❏ ealth trac
e in l ences
Family friends
❏ ina s male co wor ers use
of eachbody
lo er
❏ ealth fitness blo ers
❏ Chinese food recipe blo ers
What she c nce ns
❏ he s afraid of ma in mista es
as she ust ot her career
opportunity.
❏ oesn t have enou h time to
wor out because her hi h
pressure ob.

80. eople fear that they are missin
some essential uality that would
ma e them truly successful socially
worthy of love or in other aspects of
life e. . professionally, sports . hey
feel down on themselves, lac in the
self confidence and assertiveness to
accomplish, or appreciate meetin ,
oals

81. nsight
nce people overcome their
own self doubt, it will become
the most powerful tri er to
do anythin else in life.
ea
a i tre e fi hts for
o r own worst ene o rself
ecti es
❏ Attract current e ercisers to
up rade their day fi
pro ram to day fi
e treme level
❏ n a e new users, who want
to achieve the fastest way to
overcome their self doubt.
essage
Fi ht for your own self
empowerment
reati e rief le ent

82. trate
Create noticeable, separated awareness for ay Fi
treme by encoura in e ercisers/users to achieve their
self empowerment.

83. Social Content Strategy
pillars
❏ Culture lifestyle share stories of life e periences of self
empowerment
❏ nfluencers enerate conversations, news, tips, advice
between trainers/fitness blo ers and e ercisers
❏ ealth ealthy meal prep community
❏ echnolo y ay Fi treme app

84. pillars of content in details
A. witter ace oo nsta ra encoura e e ercisers share daily self empowerment
stories/photos/e periences not only with wor out e periences but also life
e periences with ay treme mpowerment Food mpowerment
Fi htbac myownenemy eal rep ife tyle
. enerate conversations, news, tips, advice between trainers and e ercisers oo le
C. Create true healthy meal prep community o e en a e people in meal prep
contest to ay Fi treme channel for e ercisers by sharin empowerment meal
prep recipes from e ercisers to et votes and win.
. App create ay Fi treme app to brin up direct conversations between
users/e ercisers and e ercises/users.
Social Content Strategy

87. Inner Peace Precious Moments Food

88. Tram Nguyen Mai Dorman
single steps.