Advertising Portfolio

Alan Trejo

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© Copyright 2013 Alan Trejo

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Advertising Portfolio

Alan TrejoCreative Strategist

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E-mail801-971-7854

ra2k84@gmail.com

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Webabout.me/alan.trejo

Resumé

A human being should be able to change a diaper, plan an invasion, butcher a hog, conn

a ship, design a building, write a sonnet, bal-ance accounts, build a wall, set a bone, com-fort the dying, take orders, give orders, cooper-ate, act alone, solve equations, analyze a new problem, pitch manure, program a computer,

cook a tasty meal, fight efficiently, die gallantly. Specialization is for insects.

-Robert A. Heinlein

I’m easily bored, yet frequently intrigued; often funny and strangely creative!

I have a talent for abstract thinking, spot-ting trends and patterns, an innate curiosity and insight into human behavior, an instinct for popular culture, and a nuanced under-standing of creative work.

Basically, I'm a creative problem-solver with a mix of marketing skills, design talent and technical knowledge.

I'm a curious, a realist, and a film enthusiast.

Chapter 2

Make it

Eyes, Kaskade

Purpose

The purpose of this campaign is to increase ticket sales and the fan base of the LA Clippers. We propose a five-year campaign, complete with a strate-gic and creative plan. It includes social media, sponsored jersey patches, and other forms of traditional and non-traditional advertising linked by one big idea.

The Challenge

Develop a campaign to effectively increase the LA Clippers digital foot-print. Analyze the image and perceived effectiveness of the Clippers cur-rent digital space and develop ways to increase engagement levels and eventual ticket sales. Increase the teams overall digital footprint.

Develop a plan for the LA Clippers to sell patch space on their uniforms. in-clude possible sponsors and the value of the patch. Determine if and how the sponsorship is beneficial to both the team and the sponsor.

Target market

Our target market are young people and families in the LA area. The cam-paign will speak to the transient community, those who have recently en-tered or are entering the LA scene. They believe that they can work hard to make their own success. We acknowledge the Hispanic and foreign-born populations.

Objectives

First, unearth a new connection between NBA fans and the LA Clippers. Sec-ond, create a stronger branded social media presence and interaction. Third, find the best brand to sponsor the team for the benefit of both parties. Finally, to increase ticket sales online and game attendance by ten per-cent.

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Award-winning campaign

Los Angeles Clippers

Campaign

We plan to focus this presentation on the first year of the campaign, “Make It.” It is impor-

tant to think of it as a part of a multi-year plan.

Gallery 2.1 Summary

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Creative

TEAM 4

Peri Musser, Book designer

Karyn Cady, Media Planner

Jeremy Erni, Copywriter

Julia Zanatta, Account Planner

Lauren Bryce, Research

(qualitative and quantitative)

Alan Trejo, Art Director

PostersGallery 2.2 Creative Executions

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Face It will allow you to take a picture of your face, upload it to the app, and instantly your face will replace that of the players on that night’s play of the game. Users will be able to share their videos on Facebook, YouTube, Twitter, and

any other social media site. During home games, Face It videos will be created and played on the jumbo-tron of those who tweet their photos to the Clippers.

FACE IT

Alan Trejo, Art Director

Gallery 2.3 Creative Executions

Directed & Produced by Jeremy Erni and Alan Trejo

Video 2.1 Face it App

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Make It is an addictive augmented reality game where you can shoot hoops wherever a game marker is found. Markers will be placed on coasters in city sports bars, bus stops, and various locations around town. The app will track the gamers

location which will allow players to shoot for the high score on that hoop.

MAKE IT

Directed & Produced by Jeremy Erni and Alan Trejo

Interactive 2.1 Coaster

Directed & Produced by Alan Trejo and Jeremy Erni

Video 2.2 Make it App

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TEAM 4Judges:Carl LahrSr. VP, Marketing and Sales at Los Angeles Clippers

Ed LambCFO at Los Angeles Clippers

Doug WittDepartment of Business Management, BYU Marriott School.Adjunct Faculty - Teaching

Ryan Smith ElderDepartment of Business Management, BYU Marriott School.Assistant Professor of Marketing

Carl Lahr

Sr. VP, Marketing and Sales at Los Angeles Clippers

Video 2.3 WINNING

MADE IT

Chapter 3

The Science of Art

The Problem

Parents and some students don't value art education; they do not give art education the same importance as other classes.

The Solution

[Relate Art to Science] There is Art in Science and Science in Art.

Target Market:

Students and Parents with higher intellect that can be fully aware of the im-portance and value of art education in schools

The inspiration

The Golden Ratio, Fibonacci number [in music] Leonardo da Vinci [embodies Art and Science]

Strategy

Promote these ads to insure Utah children achieve a complete education that include arts education.

Make parents and students aware that art education is as important as the rest of the classes.

Creative:

Place “There is Art in Science and Science in Art” posters in schools, thea-ters, performing arts venues and public transportation.

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Utah Arts CouncilThere is Science in Art,and Art in Science.

Promote the development of the Arts, including art education in schools, assistance of promising young artist,

and support of performing organizations

Musical frequencies are based on Fibonacci ratiosNotes in the scale of western music are based on natural harmonics that are created by ratios of frequencies. Ratios found in the first seven numbers of the Fi-bonacci series ( 0, 1, 1, 2, 3, 5, 8 ) are related to key frequencies of mu-sical notes.

Source: Beck, Matthias; Geoghegan, Ross (2010), The Art of Proof: Basic Training for Deeper Mathematics, New York: Springer.

Gallery 3.1 Print

Chapter 4

Evolution is on our side

The Problem

People think that the beetle is still a chick car.

The Challenge

Develop a strategy that differs from the one in now being used in the media.

The Solution

Show men and women how the car would fit in their own lives.

The 2012 VW Beetle It’s Not a Chick Car

Target Market:

Men and Women between 25 and 35 (+/- 10 years) who adores fun cars.

The inspiration

Evolution

Strategy

Demonstrate how the 2012

VW Beetle has evolved into a

car that appeals to both

men and women.

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[SPEC AD]

2012 VW Beetle

His

Evolution is on our side

Das Auto

Hers

Evolution is on our side

Das Auto

His

Evolution is on our side

Das Auto

Hallie Keenan CopywriterAlan Trejo Art Director

Gallery 4.1 Print & out-of-home

Creative: App meets ad

Source: Advertising VW Canada/Agency: Red Urban, Canada

Video 4.1 New Volkswagen Beatle Augmented reality (AR) Billboard

Chapter 5

Today’s a Columbia day

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Integrated Campaign

Columbia

The inspiration

Today’s a columbia day

Strategy

To position Columbia as the brand that has a product for every weather condition by referring to the appropri-ate Columbia technologies as a weather forecast.

Creative:

three print ads designed for magazines.

One :30 spot for Television

One :60 Spot for Radio

One out-of-home ad consist-ing of one billboard.

Non-traditional element mo-bile app

Collaboration:

Audrey Ellsworth

Morgan Charles

Print: Morgan Charles Creative Direction

Gallery 5.1 Creative Executions

Chapter 6

BYU Latino Day

Challenge:

Raising awareness about the Latino community in BYU while celebrating the Hispanic Heritage Month.

The Solution:

Create the largest Latino event ever held at Brigham Young University. A new tradition dedicated to develop-ing, promoting and increasing awareness of Latino cultures among Latinos and other communities of the Uni-versity by presenting a wide variety of art forms including film, music, visual arts and dance.

Special thank to the Kennedy Center for being the main sponsor as well as Latin American Studies, the Global Man-agement Department, and Spanish/Portuguese depart-ment.

Organizers:

Joshua Pacheco: Account Manager/ Sponsors / Food

Alan Trejo: Marketing/Art Director/Media

Serena Martinez: Finance

Julia Gomez: Logistics

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Zero Budget Campaign

BYU Latino Day

Three different channels re-ported this event, BYU TV Weekly, BYUTV International, and Nexos.

Video 6.1 Media

Over 4000 participants, a record crowd for a Latin event at BYU.

Gallery 6.1 Event

Alan Trejo Art Director

Gallery 6.2 Promotional Mate-rials

[ Poster, Banner, Postcard and T-shirt]

Partnership

B e v e r l e y Tay l o r S o r e n s o n

Arts Reaching & Teaching in Schools

Chapter 7

Spice it up

Partnership

B e v e r l e y Tay l o r S o r e n s o n

Arts Reaching & Teaching in Schools

The Arts Express Summer Elementary Arts Education Conference for teachers and administrators is a two-day conference bringing together interested ele-mentary teachers and arts specialists with presenters and speakers dedicated to arts education.

The Challenge: Create a Marketing campaign that include the core curriculum [Creativity, Collaboration, Critical Thinking and Communication] based on the board’s theme selection: “C” easoning.

Get more participants and invite them to register early.

The inspiration: Seasoning: Spice it up

Strategy : Relate the upcoming summer conference to the 4 C’s

(Creativity Collaboration Communication Critical Thinking)

Creative: “C” easoning time

Poster Inserts, Banner, Postcard, Video.

Alan Trejo Art Director

Gallery 7.1 Promotional Mate-rials

[ Poster, Banner and Postcard]

Directed & Produced by Alan Trejo

Special thanks to Beverley Taylor Sorenson

Video 7.1 ARTS Express Summer Conference commercial

[Spice it up]

Directed & Produced by Alan Trejo and James Huston

Special thanks to Beverley Taylor Sorenson

Video 7.2 Welcome to ARTS Ex-press