Marissa Langman Portfolio

8/6/2019 Marissa Langman Portfolio

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Advertising Copywriting Final Review | Student # 02610072 | May 3, 2011

M A RISS A L A NGM A N


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bout Me

Words are magical things. They have the ability to stir up emotions, get peoplethinking and inspire change. My name is Marissa and I want to do all of the abovewith a little entertainment and childish fun thrown in. My entire life has alwaysrevolved around words: from family scrabble games, to road trip crosswordsand word searches. To me, its all about the search for the right words, the rightconcept and the right execution.

Another side to my relationship with words comes from my mother who is legallyblind. I spent most of my childhood describing to her everything I saw: every color,shape, movement, facial expression and more. Words were (and still are) my tools

to help connect her to my world.

In my midpoint presentation I explained that I wanted to work on more meaningfulbrands that inspire action, change perspectives and provide informative content.

This is exactly what I have done for my nal portfolio. I have used my wordsand ideas to help connect people with brands and the ideas they uphold, whilethrowing in a few surprises along the way. Throughout my time at the Academyof Art I have honed my craft as a writer and realize I do my best when I believe inthe brand. However, I am aware that it isnt always possible to work for admirablebrands like this all the time, but one can dream. Right?


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-ists and -ers about me:

Things I like:

Across:1. Someone who gives peace a chance.2. Someone with goals for the future.3. The opposite of a brother.

Down:4. Glass half-full kind of person.5. Someone who constantly assesses what they

observe in the world.

LAW AND ORDERMATZAH BALL SOUP

TINY THINGSCHOCOLATEEARRINGS

MUSTARDRAINY DAYS

S G N I R R A E D H E H K F A I S B C V N I F R T B T X L W C H Y P C Y W X A D C L X K A L K H A C Z B M T Q N J B K G V O S Y D H I L S O S L G N I B F G B H Y O J U D F D K X S

F K T A X F N C M B Z C T R S A K J P Y V F I O X T T B Z L I M A T Z A H B A L L S O U P O P Z T G H S Z A R A M A E W T U K C Z V A J S S S T N Z N U T N S Q J T B C G D I E P T

P R N O T I N Y T H I N G S G I Y L M Q R V M T U T I B M V J K L R E D R O D N A W A L X

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Education

Related Experience

Program Experience

Other Jobs Ive Had

Memberships

Academy of Art University, 2011MFA Advertising Copywriting

San Diego State University, 2008BA Communications/Spanish Minor

The Bees Awards-March, 2011(First social media awards show)Intern

Aquarium of the Bay, San FranciscoJune, 2009-November, 2009Marketing Assistant/Designer

L7 Creative Communications, San DiegoMay, 2007-May, 2008Copywriting & Account Services Intern

Adobe Creative Suite, iMovie, Final Cut Pro,Microsoft Word, Publisher and Excel. Mac andPC Competent.

Lifeguard/Swim Instructor, Food SamplePersonnel, Toilet Scrubber.

Lambda Pi Eta Communications Honor Society(2007-Present)

esume


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TOMS SHOES


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Client: TOMS SHOESCopywriter: Marissa Langman

Art Director: Carolina GallegosCinematographer: Jason FaustMedia: Integrated

Why does our client need to advertise? TOMS is an up and coming shoe brand without much advertising. They have a strongmission statement (they will give a pair of shoes to a child across the world when you buy apair for yourself), but most of their advertising is word of mouth.

What is the advertising going to accomplish?It will provide a concise and interesting explanation about why TOMS is more than just a shoecompany and what their mission is.

Who are we going to connect with?People, 18-55 years old, who wear shoes.

What are the most insightful things we know about them? Theyve seen all of the sappy Feed the Children ads and dont want to be guilted into doingthings for the greater good.

What is the single most effective message we can tell them? TOMS is more than just a shoe brand, it strives to make a difference across the world andyou can be part of it.

Campaign Description: The purpose of this campaign is to provide a clearerconnection of the mission of TOMS Shoes, (that theyll send another pair of shoes to children in need). We provide a more tangible understanding as towhere the shoes go and what their new owners might be doing by using thetagline, Two Journeys Start Here .


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Outdoor Wall PosterPlaced in areas with high foot traf c.


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Outdoor Wall Poster


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Outdoor Wall Poster


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Outdoor Wall Poster


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I had the shirt, I had the pants,

:60 TV SPOT Narrated by an Argentinean Child

Receive an education, this was my chance,

I buckled my belt, and tied my tie,

First day of school, and youre the reason why.


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My TOMS can read, your TOMS can climb.

You got a pair, and I got mine,

Announcer:

For every pair of TOMS purchased, well send another pair across the world to a child in need.

TOMS. Two Journeys Start Here


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Website-TomsTracker.comUsers can navigate the globe and nd information about weather, view photostreams, and read live feeds from speci c locations.


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Website-TomsTracker.comUsers have the option to use the quick search bar or they can spin the globe for a random location.


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Pedometer Smartphone ApplicationCalculates distances users have walked and compares them to distances around the world.


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Pedometer Smartphone ApplicationLinks to pictures, videos, maps and articles are included with each result.


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Write Your Own MessageCustomers now have the option to include a message that will appear inside the other pair of shoes sent across the world.


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Message SamplesCustomers can choose to write their own personalized messages or use a pre-written response.


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SALVATION ARMY


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Client: Salvation ArmyCopywriter: Marissa Langman

Art Director: Javier HenriquezMedia: Integrated

Why does our client need to advertise?Salvation Army thrift stores have a stigma attached to them. These stores are where peoplego to buy silly costumes and accessories for cheap, but not a place where they would bewilling to buy more fashionable items.

What is the advertising going to accomplish?Eliminate the stigma of cheap, ridiculous clothing and give the stores a high fashion touchwhile also keeping the stores stocked with regular clothing.

Who are we going to connect with?Women age 25 and older.

What are the most insightful things we know about them? They like to shop, but need more of an incentive to purchase second-hand items.

What is the single most effective message we can tell them? Youre going to shop anyway, so you might as well shop at The Salvation Army stores andhelp make a difference in someones life.

Campaign Description: See next page.


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In partnership with some of the biggest names infashion including Chanel, Gucci, MaxMara, ChristianLouboutin, and Salvatore Ferragamo, we have setup designer sections in over 100 Salvation Army stores across the country. The designer section

will carry past fashions donated by the designers themselves and their wealthy customers.

By providing designer products to people who

cannot afford them at full price, we provide moreincentive to give back. We also aim to target people who can afford full-price designer products andencourage them to help us keep the stores fully stocked through their generous donations.

By encouraging this constant cycle, we keep thefashions current and the aid consistent.


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Store Window Display


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Partnership LetterIncluded with purchase from participating designers.


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Partnership Letter


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Annual Fashion ShowClothing donations count as admission (designer and regular fashions accepted).


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Fashion Show Flyer Appears in stores and on website homepage of participating designers.


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Print Appears in fashion magazines.


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Print


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Print


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Circle of Salvation Discount Card


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STANLEY STEEMER


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Client: Stanley SteemerCopywriter: Marissa Langman

Art Director: Carolina Gallegos and Fathan ThaherMedia: Integrated

Why does our client need to advertise?People know the company name and associate it with cheesy advertising.

What is the advertising going to accomplish?Get a younger audience interested in using their services.

Who are we going to connect with?College apartment and home renters age 18 and above.

What are the most insightful things we know about them? They are fun, edgy, aware of pop culture and will spend a lot of time with abrand that speaks to them.

What is the single most effective message we can tell them?Stanley Steemer cleans just about anything.

Campaign Description: This integrated campaign is meant to stir upthe audience and get people talking about Stanley Steemer. We drivehome the idea that Stanley Steemer cleans the things you thoughtcould never be cleaned and even the things you didnt think were dirty.We also coin the term STEEM which is de ned in our executionsas the act of cleaning these things with Stanley Steemer. We use thetagline, For The Purest Clean Around, to tie everything together.

DATEBOOK E1SAN FRANCISCO

LIVING C7HAIGHT ASHBURY NOW

SPORTS F7BRIAN WILSON


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TENDERLOIN RESIDENTS CLEAN UP THEIR ACT

SFGate.c om THURSDAY, MARCH 29 2011 2011San Francisco ChroniclePrinted in SanFrancisco

RUSH SHOWS PRIDE AND SUPPORT- Erika Scrub

Rush Limbaugh debuts his prideful style atop the leading float.

These hats are so in right now - Jessica McSweep

No, he hasnt come out of thecloset, but he is the figurativedoorman for the gay pride parade inSan Francisco. Limbaugh came outto support the men and womenaround the country whom he hasdisagreed with for years. Donningrainbow suspenders and aloudspeaker, Rush chanted pridefulslogans that included Were, here,were queer, get used to it.Limbaugh sure seemed used to italright as he high-fived variousscantily clad men and women atopone of the prideful floats.

This comes as a shock to prettymuch everyone who knows him. Heis the last person anyone expectedto wear rainbow colored anythingand in the past would never haveshared more than a glance withsomeone whose sexual orientationhe didnt agree with. Whenquestioned about his change of heart, attire and vocabulary, Mr.Limbaugh replied It was abouttime I cleaned up my act. He

indeed cleaned up more than justhis act. In fact public officials,suspicious of his new attitude,

acquired a search warrant on hishouse and office and found steamedcarpets, squeaky clean upholsteryand spotless everything. Also foundwas a yellow van parked outsidebearing the words StanleySteemer which seems to be theculprit in this fascinating change of heart.

You know how in movies theresalways a scene with a group of elderly men playing chess out on thesidewalk? Multiply that by thenumber of streets that make up theTenderloin minus the usual scuzzycharacters you see out there on adaily basis. Heres the scene: Acollection of men and women visiblyhomeless yet dressed to the nines:hair brushed, clothes ironed andtheyre sitting on sidewalks that youcould eat off of. Theyve got lolly-pops in hand rather than their usualdrugs of choice and the only troubletheyre causing is on the handballcourt thats been created against theBrown Jug bar on the corner of Hydeand Eddy. Their toothless smiles

gleam in the sunlight which seems alot brighter than normal and theusual stench of cigarettes and B.O.has been replaced with ocean breezeand fresh laundry. Who knew thisday would come! Sure, wed like tobe able to thank a booming economyor the charity of some foundation forthis unforeseen gift. However, wereally owe thanks to the never dirty,always clean Stanley Steemeremployees whose hard work anddedication made this possible. Theirdedication to a good steam cleaning,thorough assessments and follow-through are truly what made all of this possible. Give them a call if youthink you can handle the amount of clean theyre going to throw yourway. 1-800-STEEMER.

SAN FRANCISCONAMED CLEANESTCITY IN THE COUNTRY

HOME TO WHAT'SCALLED THE "SQUEAKYCLEAN HIPPIE"

NOW SPORTING TWITTER ACCOUNT@CLEANTHEBEARD

MORE PRIDE PARADE PHOTOSSFGATE.COM

RUSH LIMBAUGH CAME OUT(IN MORE WAYS THAN ONE)

No, he hasnt come out of thecloset, but he is the figurativedoorman for the gay pride

parade in San Francisco.

Direct MailFake newspapers will be sent to college-area apartments and houses.

All the NewsNational Edition

Washington D.C.- Whosa


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POLITICS HAVE BEENSTEEMED CLEAN

Thats Fit to Print.g

Democrat? and whosaRepublican? Party lineshave beenblurred sincethe houseand senatehavebeen acting,so peacefully,pageC19

VOL. CLX ... No. 55,340 THURSDAY, MARCH 29 20112011 The New York Times Printed in New York $2.00

BILLS ARE PASSING IN THE HOUSE AND SENATE AT LIGHTNING

SPEED, ALL AFTER A DEEP CLEANING OF BOTH CHAMBERS.CHAMBERS BY STANLEY STEEMER?

OBAMA FIRES DRIVERS AND OPTS FOR CLEANERCHAUFFEUR COMPANY

CLEAN POLITICS?

OBAMAS YELLOWMOTORCADE

The Stanley Steemer vans parked outside Capitol Hill during their routine cleaning.

Obamas new yellowwheels entering theWhite House.

This morning during the house andsenate meetings, bills were beingpassed like we used to pass joints inhigh school. The scowls turned intocontagious smiles and the memberswere able to make theirpre-scheduled lunch dates. Theyays were flying around theroom with such rapidity that itseemed like members were actuallymaking some progress. Everyoneappeared unusually comfortable in

their seats and some even opted forthe floor. This almostcumbaya-esque like scene wascaused by one powerful steam cleanby none other than Stanley. Thecarpets, the blinds, the cloth chairs,and even a few minds. It seems likethis was the answer our country hasbeen looking for all along.

What does this mean for our countrys future?With politicians getting along, itseems that the future of America is

headed right where it should be.Tax breaks for everyone with roomfor expenditures in the appropriateareas. It seems impossible, thatonce sworn enemies could nowagree on everything fromhealthcare reform to what to eat forlunch. This is what weve beenwaiting for all along saidRepublican Tom Saunders. Thepast can now be put to rest and itsall smiles and clean business fromhere on out.President Obama decided to join in

on the fun and was smiling from earto ear. I wish I could say that I hadan impact on this wondrous event,but I owe it all to Stanley, and mysecretary who made the call.Its about time this happened,maybe in the future we can sendStanley to do the dirty work inother aspects of the world. For now1-800-S-T-E-E-M-E-R is thenumber you want to call.

Normally wed criticize a politicianfor being too high maintenance, butin this case its probably a better

idea to praise him. After overtwo years of travelling in blackEscalades, our high profilecountry leader has decided topimp his ride. However, bypimp we mean downgradingon the appearance whileupgrading on cleanliness. StanleySteemer, the company that isresponsible for this weekspositive shift in politics is also atthe forefront of the clean andcomfortable travels experiencedby Obama and his posse.Theres nothing like waking upto plush, recently vacuumedcarpet, fluffed couch cushions

and dusted drapes explainsObama. And whats even betteris I get to hang out with the guys

that made it happen every day.Instead of masquerading as secretservice agents, hes asked hissqueaky clean chauffeurs to dontheir usual uniforms so no onequestions their intentions.The routes will be the same andwell be sure to play Mr.Obamas favorite tunes explainedJohnny Sparkles, one of thenewly-hired drivers. Thedifference is, every aspect of every day will be a whole lotcleaner, thats been ingrained inus from the start and will be withus til the end. continued A27

By: Richard Foam

Direct MailFake newspapers will be sent to college-area apartments and houses.


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Playboy-The Clean VersionFake dirty magazine covers will be placed in news stands.


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Playboy-The Clean Version-Placement

Jersey Shore Takeover Clip


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VO: Next up, the Jersey Boys and Girls get STEEMED.Clean that is.

VO: This special episode is brought to you by Stanley Steemer (insert cleaning sounds)

Check out how we give them the cleaning they deserve(cleaning sounds)

VISUALS:Series of clips from the show with vacuum


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VO: Looks like the shore cant get any dirtier.

Series of clips from the show with vacuumsounds instead of the usual curse word bleep noise.

Youtube VideoMeant to drive people to our Steem Factory Website.


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Meant to drive people to our Steem Factory Website.

Depicts a nun driving through traf c talking to herself and yelling explitives at everyone she sees.

END VO: This nuns got a clean habit, but a dirty mouth. Give her the steam cleaning she deservesat Steem Factory dot com. And for your ownSTEEM cleaning, call 1-800-STEEMER.

Stanley Steemer. For the purest clean around.


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Steem Factory WebsiteUsers can steem videos we provide or upload their own and share with friends.


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Smartphone ApplicationUsers can record audio and steem whatever they see t then upload and share.


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Smartphone ApplicationUsers can take pictures and use our customized censor bar to steem anything that looks unclean then upload and share.


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BIG BROTHERS, BIG SISTERS


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Client: Big Brothers, Big SistersCopywriter: Marissa Langman

Art Directors: Javier Henriquez and Borfang SuIllustrator: Stephanie KwanMedia: Integrated

Why does our client need to advertise? The volunteer program is probably the most impactful program they offer, but mostpeople think it is too much of a commitment.

What is the advertising going to accomplish?Get people more interested in volunteering without making them feel forced. Wewant to show them how easy it is to donate their time.

Who are we going to connect with? Anyone with a slight interest in volunteering.

What are the most insightful things we know about them? They have thought about becoming a volunteer, but are afraid of the commitmentso decide not to do anything at all. They lead busy lives and tend to focus mostly onsocial and of ce relationships.

What is the single most effective message we can tell them? Volunteering is a two way street and doesnt take as much effort as you think. Thesechildren just need someone and you can be that person.

Campaign Description: By creating a commitment-free event, we allowpeople to get one step closer to volunteering. We use activities thatnormally require two or more people to get our message across alongwith the tagline: Youre Whats Missing.


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Print


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Interactive OOH


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CHILD:

CHILD:

CHILD:

ANNCR:

Knock knock.

(SILENCE)

Knock knock?!

(SILENCE)

(Seeming very agitated)KNOCK KNOCK?!?!

Youre supposed to say whos there?Being a big brother or big sister is as simple as sharing a few

jokes. Become a volunteer today at BBBS.org. To see rst hand what were all about, join us at the It Takes Two Summer Games on June 11th at Dolores park. For moreinformation go to BBBS.org slash it takes two.

Big Brothers, Big Sisters. Youre Whats Missing.

Radio Spot :30


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Interactive Ambient


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Interactive Banner


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1 1

2 2

3 3

If the user does not roll over the banner, thechild will continue to hit balls off the table until our message appears along with an option to play.

If the user interacts with the banner, the game will begin. After the rst volley, our message willappear with an option to play again.


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Direct Mail The It Takes Two Summer Games invitation.


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EventParticipants will receive a T-Shirt making them the solution to the problem we posed with our campaign.


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ANCESTRY.COM

Client: Ancestry com


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Client: Ancestry.comCopywriter: Marissa Langman

Art Director: Javier Henriquez

Media: Integrated

Why does our client need to advertise? Ancestry.com is mostly used by genealogy enthusiasts, but not as much by the general public.

What is the advertising going to accomplish?Get more people interested in visiting the site and nding information about their family tree.

Who are we going to connect with? All people with family, roughly ages 25 and older.

What are the most insightful things we know about them? They have a slight interest in their genealogy, but need a little more of an incentive to do research.

What is the single most effective message we can tell them? Ancestry.com is the place to go for all the questions you have about your family.

Campaign Description: We all have characteristics about ourselves that we

either love or hate. Often, these characteristics can be linked back to far off generations. This campaign seeks to use these attributes as a reason to goto Ancestry.com because once the user reaches the site, they will hopefullydiscover more information so they can nd out who to blame or thank forthese traits. Two different taglines ( Find who to blame/Find who to thank ) areused depending on the headline and placement of each execution.


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Outdoor Poster


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PrintHeadline: Great eyesight is hereditary Tagline: Find who to thank.(If youre cheating with glasses, nd who to blame.)


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Coasters


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OOH


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Ambient-Extended Bus Strap


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Ambient-Extended Bus Strap


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Online Banner


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Sample Banner Outcomes A different headline and tagline combination will appear depending on which mustache the user hovers over.

TV SPOT: 15 Seconds

MUSIC: Lady Gaga Just Dance

VISUALS: 5 clips of home videos depicting


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VISUALS: 5 clips of home videos depictingpeople dancing. Most clips end with someonefalling or looking ridiculous.


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MUSIC:

GUY:

(SFX):

ANNCR:

Journeys Dont Stop Believin.

(Singing off key) Strangers, waiting, up and down theboulevards, their shadows, searching in the night.

Radio switches off.

Whoa there mister tone-deaf McCant sing, you obviouslywerent born with pipes worthy of the Rock and Roll Hall of

Fame. Find who to blame at Ancestry.com.

Radio Spot :30


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Thank you for accompanying me on the journey that is mynal portfolio as it has been a labor of love. Though not a

conventional advertising portfolio, I believe my body of work

makes my niche very evident. I had a dream when I entered intothe program a mere three years ago and I am con dent I haveful lled the rst part. This process was not easy, in fact therewere many sleepless nights and unsuccessful presentations,but in the end I know it was all worth it. When you arepassionate about something it really shows. I hope that mypassion shines off the pages of this book for years to come.

***Attached you will nd a collection of produced commercials,radio spots and online banners along with a pdf of my portfolio.

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Marissa Langman Portfolio

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