YAZEEDKhalid alhaYef

FB-101_K2_lastest.indd 1 12/1/14 3:11 AM

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ــــه و بركاته.ّ

السـالم عليكم و رحمــة اللMay the peace, mercy, and blessings of Allah be upon you.

YAZEED KHALID ALHAYEF 03789364

Academy of Art University, Graduate School of Advertising Art Director

Final Review December 10, 2014

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Resume 4

Autobiography 5

Quote I like 6

First Campaign

BMW Sonnen Creative Brief 7 The Problem 8 Our Solution 9 Phase 1 Start The Conversation 10 Phase 1 Start The Conversation 11 Phase 1 Start The Conversation 12 Phase 2 Making The Connection 13 Phase 2 Making The Connection 14 Phase 2 Making The Connection 15 Phase 3 Hands On 16 Phase 4 The Event 17 The Event Partners & Education 18 The Event Stamp Card 19 The Event Tree Reveal 20 The Event The Exchange 21

Second Campaign

See’s Candies Creative Brief 23 History & SWOT 24 Mood & Utility Board/Campaign Map 25 Activities 26 Chocolate Ladies 27 Ambient 28 Pop-up Store 29 Wallscape Digital Billboard 30 Web Banner Ad 31 Print Ads 32 Giveaways 33

Third Campaign

Up-Band by Jawbone Creative Brief 35 Campaign Summary 36 Newspaper Concept 37 Web Banner Ad 38 Web Landing Page 39

Fourth Campaign

Hammer Creative Brief 41 Print Ad 42 Billboard 43

Fifth Campaign

Paul Smith Creative Brief 45 Print Ads 46

Sixth Campaign

Y + H Branding Creative Brief 48 Website Design 49 Logo Design 50 Brand Stationary 51 Poster Design 52

Table of Contents

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9/2014 – PresentSan Francisco, CA Young + Hungry A Creative Co-Op

Accounts Manager

• Pursue and lead new business accounts, outlining project requirements, timelines, budget needs and media.

• Interact with creative teams to strategically manage the daily workflow of projects to ensure timely deliverables.

6/2014 – 9/2014 San Francisco, CA Young + Hungry A Creative Co-Op

Art Director Intern

• Participated in the creative process from brainstorming of campaign concepts to finished deliverables.

1/2010 – 9/2010Riyadh, Saudi Arabia Auto Kingdom

Sales Consultant

• Managed the inventory of luxury automobiles in the showroom.

• Sold new automobiles to clientele.

Exp

erie

nce

• Managed 45 employees while working at Young + Hungry

• Effectively presented multiple campaign concepts to clients

• Fluent in Arabic and English

• Avid user of multiple social media platforms

• Proficient in Excel, PowerPoint, Photoshop, Illustrator, Flash, InDesign and After Effects

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853A MacArthur Avenue, San Francisco, CA 94129 T: +966 555 414 448 E: yalhaif@gmail.com W: behance.net/yalhayef

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Academy of Art University 9/2012 – Expected 12/2014 San Francisco, CA Master of Fine Art - Advertising, Concentration in Art Direction

The One Club 4/2013 Los Angeles, CA Advertising boot camp for NKLA organization

UCSD Rady School of Management 1/2012 – 3/2012 San Diego, CA Intensive pre-university program

University of California San Diego 9/2010 – 6/2012 San Diego, CA Certificate, English language

King Saud University 11/2003 – 7/2009 Riyadh, Saudi Arabia Bachelor of Administrative Science in Marketing

YAZEEDKhalid alhaYef

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Yazeed Alhayef is passionate about automobiles. After earning his Bachelor’s degree in Marketing in 2009 from King Saud University, he joined Auto Kingdom as a Sales Consultant in Riyadh selling luxury automobiles to high-end customers. He left Auto Kingdom to further his education and refine his advertising skills in the English language. Yazeed has a Master’s of Fine Art in Advertising, focusing in Art Direction and Account Management from the Academy of Art University, located in San Francisco.

At the beginning of June 2014, Yazeed started as an Art Director Intern at Young and Hungry A Creative Co-Op. Four months later, he earned the trust of the creative leaders at Young and Hungry and became the Accounts Manager. In this position, Yazeed managed forty-five young creative minds to develop advertising campaigns and events for multiple business accounts. This shift in experience has helped him understand both the role of the creative and the strategy department.

Biography

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Who is our client?

See’s Candies.

Why does our client need to advertise?

The current audience is older people; they are aging out. See’s Candies needs to attract new blood to buy their premium candies.

What is the advertising going to accomplish?

Remind our audience the fact that you can never go wrong with See’s Candies because everyone loves See’s Candies. Never goes out of style.

Who are we going to connect with?

• Male and female

• 20-30 years old

• University student

What are the most insightful things we know about them?

They are prolific in social media circles. With the long hours they spend in front of the computer, they like to treat themselves with sweets, it’s also the perfect go to gift.

What is the single most effective message we can tell them?

See Sweet.

What else is there to know that supports this message?

We use all kinds of attractions that we believe will catch the attention of our target audience.

Creative Brief

ADV-606 CampaignInstructor: Anderson, Lance

Semester: Summer 2014.

Group Members: Account Planning: Pei Chi Lee

Art Direction: Yazeed Alhayef

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Strengths• More than 90 years of making candies.

• Made with real and fresh ingredients.

• More then 200 shops across America and several others abroad.

• Easy to navigate in the online shop. Weaknesses• Low demand in some seasons.

• Highly competitive industry.

• High priced chocolate.

• Store location is very important for chocolate consumption.

Opportunities • Great alternative to sugar mixed with non sugar drinks.

• Adults are the highest consumers of chocolates with an average of 113 bars per person a year.

• The increasing habit of online shopping creates a great opportunity for selling large amounts. Threats

• It is critical to encourage shoppers to have candy in their shopping list.

• Candy is seen as more of an unhealthy choice.

• It is a stable industry with big companies that lead the US in production, distribution and consumption.

HistorySee’s Candies, founded in 1921, uses the finest and freshest ingredients to produce their products without adding any preservatives. See’s makes premium candies in the old-fashioned American style. Mary See’s original recipe has been enjoyed by millions.

1941 See’s first white “all porcelain” store was opened in Bakersfield, California on May 1, 1941.

See’s family opened the first See’s Candies shop and kitchen at 135 North Western Avenue in Los Angeles in November.

1921

1972See’s family sold the company to Warren Bufett’s Berkshire Hathaway Inc.

See’s Candies set up a website to serve more customers.

1990

Warren Buffett has called See’s, “the prototype of a dream business.”

2007

On June 20, 2012 See’s Candies made it into the Guinness Book of World Records for the world’s largest lollipop. This giant chocolate lollipop represented 145,000 standard-size See’s lollipops.

2012

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Motorcycle Flash Mob

Mood Board

Utility Board

Campaign Map

Tagline See Sweet.Typeface Century Gothic Bold Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0

Century Gothic Regular Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 12 3 4 5 6 7 8 9

Color

C:49 M:72 Y:75 K:64

C:9 M:16 Y:27 K:0

ActivitiesMotorcycle Flash Mob Automobiles Chocolate Ladies

MazePop-up Store

BillboardChocolate Kaleidoscope

Print adsSweet Cities

AmbientLollipop Sundial Coin Binoculars Street Banner

OutdoorAirplane Banner

WebOnline Banner

GiveawaysPillows Viewer

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Motorcycle Flash Mob StyleA group of motorcyclists will be cruising in high traffic areas as a flash mob to catch attention in a fun and entertaining style.

AutomobileSeveral branded cars will stop in areas with high foot traffic and give away samples of See’s Candies.

Activities

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Chocolate Ladies Hiring models to walk around malls and popular areas with high foot traffic to promote and give away See’s Candies chocolates.

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Ambient

Lollipop Sundial

Coin Binoculars

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Street Banner

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Pop-up Store

Pop-up StoreSee’s Candies themed inflatable maze designed by Architects of Air. This maze is a pop-up store that will be placed in cities with no actual See’s Candies stores. The purpose is to enhance sales during high-volume seasons.

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Wallscape Digital Billboard

Wallscape Digital BillboardA digital kaleidoscope clip placed in a landmark with a seating area. This clip is moving pieces of chocolate aiming to entertain people while they enjoy their lunch.

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Web Banner Ad

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Print Ads

Use these glasses to see

what willhappen.

Print AdsChicago

Use

this glasses to see,

What

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happen.

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this glasses to see,

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Use

this glasses to see,

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happen.

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what will

happen.

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Giveaways

ViewerCustomers who purchase more than $50 of merchandise will receive a free viewer.

PillowsCustomers who purchase more than $200 of merchandise will receive a free pillow.

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DISCIPLINE

EFFORT

TRUST

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ADV-625 Interactive Advertising Instructor: Stark Akman, Laurel & Teicher, Jeffrey

Semester: Spring 2014.

Group Members: Account Planning : Yazeed Alhayef

Art Direction: Adriana Pulido, Bart Nie, Zijian Zhang, Yan Wu

Copywriting : Marissa Carrozza

Who is our client?

UP-Band by Jawbone

Why does our client need to advertise?

The current audience is young early adopters. Jawbone wants to reach older generations to expand their consumer base.

What is the advertising going to accomplish?

Position UP-Band by Jawbone in the mind of the target audience as the unique health insight tracker keep you updated to live each day better than the last.

Who are we going to connect with?

• Businessmen and businesswomen

• 45-60 years old

What are the most insightful things we know about them?

The baby boomer generation would be nostalgic to a time when young boys delivered printed newspapers to the public.

What is the single most effective message we can tell them?

Insider Training is Legal.

What else is there to know that supports this message?

The interests of our target audience are current events regarding business and economics. Therefore, this campaign is based on financial terms and outlooks.

Creative Brief

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Jawbone Insider Training Campaign

Campaign Summary:The target audience of this campaign is businessmen and businesswomen from the ages of 45 to 60 years old. The interests of our target audience are current events regarding business and economics. Therefore, this campaign is based on financial terms and outlooks. Furthermore, the baby boomer generation was raised in a time where young boys announced the main headline of the paper to encourage newspaper sales. That led us to create a newspaper with the UP-band features in a financial layout with the headline, “Insider Training is Legal.”

The campaign will be in the main financial districts of big cities with boys dressed like newsies promoting our promotional paper. The second phase is the banner ads on the main financial websites that have the stock market appearance and feel. The paper and the online banners will direct the audience to a web page where they can find out more information about the product and buy the UP-band.

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Newspaper Concept

Daily Activity LoggedRecord your daily food & drink consumption with UP by simply scanning a barcode or type it in.

Today

DAY HOURS GOAL AWAKE

Monday 4.22 62% 35.0

Tuesday 3.15 46% 28.0

Wednesday 7.0 98% 30.0

Thursday 2.10 30% 46.0

Friday 6.15 89% 57.0

Saturday 6.50 95% 20.0

Sunnday 4.49 68% 12.0

Sleep Indicators

Daily Consumption

UP cleverly tracks hours slept and quality, light vs. deep sleep, and waking moments.

Tracking daily movement, intensity, calories burned, and more for any type of everyday activity.

Investment News

Classified

New digital investment

Day-and-Night Form Factor

Designed for comfort. Because the more you wear it, the more you’ll track.

New digital opportunity

And Sync!

Connect to your phone via Simple Sync or Bluetooth Smart.

Services to track your mood before your meeting

Mood Tracking

Log your moods and discover connections that affect how you feel.

More hours of sleep wanted

A Vibrating Smart Alarm & Power Nap

Up vibrates to wake you at the optimal moment in your sleep cycle so you feel refreshed.

Customizable for your busy day

Idle Alert

Set a reminder to move when you’ve been inactive for too long.

Investment training opportunity

Insight Engine

Discover hidden connections and patterns in your day-to-day activities.

The truth about insider training.

Whether retirement is just around the corner or a long way away, there are many risks when investing. Especially when it comes to your health. But when you’re up with the stock market and work through your lunch, getting to the gym is about as realistic as _____. And when you’re too busy counting stock options to count calories, how can you possibly get on top of your health game?

The answer is Up by Jawbone. With just a small investment, you get access to all the insider information about your health that you’re too busy and important to track yourself. UP gives you the unique insights and you need to live each day better than the last—reaping huge health dividends for the long haul.

Even investing in what we eat can be pretty difficult, especially when it’s business lunch after business lunch at the fancy 5-star restaurant. I get it, I mean, who doesn’t love food? Especially when it’s really frickin’ good. The UP wristband tracks calories burned and tracks your food consumption by a quick barcode scan or typing it in. UP’s keeping track.

Haven’t figured out how you ended up waking up on the couch the other night

INSIDER TRAINING IS LEGAL.by Marissa Carrozza

or why suddenly your wife is super pissed at you? You most likely were sleepwalking to the couch and somehow you forgot your wife’s birthday, AGAIN. Don’t worry. Now you at least know your quality of sleep while UP tracks your hours of sleep and determines whether it was a light sleep or deep sleep. UP also provides a smart alarm and power nap features to wake you at the ideal moment in your sleep cycle, helping you feel revived and refreshed. UP even gets your ass moving with a reminder that you’ve been inactive for too long.

UP already celebrates your investments that you do everyday and continues by celebrating your future milestones and challenges you. Challenge your friends and colleagues by sharing your accomplishments and teaming up with the UP App. By syncing your UP activity tracker to the UP App, UP helps you discover hidden connections and patterns between your daily and nightly activities. The UP provides data on how you sleep, move and eat by simply plugging into your phone. So don’t fret when you’re investment is down. Just get UP!

The Jawbone Times jawbone.com/insidetraining

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Web Banner Ad

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Web Landing Page

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WIREFRAME

SKETCH

COMP

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ADV-604 Copywriting Technique Instructor: Storrs, Scott

Semester: Spring 2013.

Student: Yazeed Alhayef

Who is our client?

Hummer

Why does our client need to advertise?

To raise the awareness about their newest Hummer model, the H3t.

What is the advertising going to accomplish?

Position H3t as the new Hummer truck for all your outdoor activities.

Who are we going to connect with?

• Outdoor enthusiasts

• 30-50 years old

What are the most insightful things we know about them?

Active people who love to hike, explore and hangout in large groups. They enjoy talking about their latest adventures, camp sites and sand dune locations to enjoy sliding their 4×4 vehicles.

What is the single most effective message we can tell them?

What is Your Limit?

What else is there to know that supports this message?

They love to spend their free time exploring nature.

Creative Brief

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Ad copy:HUMMER is launching the new, reliable H3T. Your outdoor life will change through a variety of accessories for all your expeditions. The groundbreaking front and back locking differentials and five-foot cargo area will make you explore the Globe and find your limits.

Print Ad

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Billboard

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SPEED

PRICE

QUALITY

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ADV-616 Advanced Advertising Concept DevelopmentInstructor: Butler, Craig

Semester:Fall 2013.

Student: Yazeed Alhayef

Who is our client?

Paul Smith Spectacles.

Why does our client need to advertise?

Paul Smith wanted to keep his fan-base, the baby boomer generation, interested in his collections.

What is the advertising going to accomplish?

Paul Smith manages to convey a genuine mixture of humor and mischief along with his love of tradition and the classics. These ads mirrors the same comedic characteristics of their namesake.

Who are we going to connect with?

• Baby boomer generation

• 40-60 years old

What are the most insightful things we know about them?

Paul Smith’s core audience loves modern designs with a hint of retro flair. We approach them with their most beloved companion, their pets. We use animals that have squinting faces which is the number one facial expression for people who need spectacles.

What is the single most effective message we can tell them?

Why Squint!

What else is there to know that supports this message?

The audience was raised in a time where they talked about peace, stared at Warhol and listened to the Rolling Stones. They grew up wearing retro clothing.

Creative Brief

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WHY SQUINT!

.com

F I N D Y O U R S P E C TA C L E S

WHY SQUINT!

.com

F I N D Y O U R S P E C TA C L E S

WHY SQUINT!

.com

F I N D Y O U R S P E C TA C L E S

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SHORT-TERM

DAY TO DAY

LONG-TERM

GOALS

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Young + Hungry A Creative Co-Op Instructor: Engel, Vincent & Edwards, Mark & Wojtowicz, James

Semester:Fall 2014.

Group Members:Account Planning: Yazeed Alhayef

Art Direction: Cameron Brocksen, Carson Condon, Mj Centeno, Joel Ramirez, Jinhee Jenny Park, Helena Schlesinger, Alexandra Camacho, Niaz Ziabakhsh

Photography: Chad Jenkins

Who is our client?

Young + Hungry A Creative Co-Op.

Why does our client need to advertise?

To attract new businesses and raise the awareness of the agency as the young creative minds with the best ideas that speaks to their generation.

What is the advertising going to accomplish?

Re-branding Young + Hungry as a professional, modern agency.

Who are we going to connect with?

Potential businesses and advertising agencies to collaborate with the students at the agency.

What are the most insightful things we know about them?

They are constantly improving their skills.

What is the single most effective message we can tell them?

The agency is a creative incubator. A collection of young creative minds drawn together to explore solutions that produce powerful and unexpected relationships between companies and people.

What else is there to know that supports this message?

They are the new generation of advertising.

Creative Brief

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WORK

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ABOUT US

FEED

Alex CamachoArt Director

Portfolio

Who We Are

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Contact Us

700 Montgomery St.

San Francisco, CA 94111

415.123.4567

Download Our Credentials Deck.

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HUNGRY FOR CREATIVITY.Posted by Admin on Oct 9, 2014

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WE ARE STILL HUNGRY.Posted by Admin on Oct 9, 2014

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WORK

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SFMTA

View Details �

This campaign’s objective is crime prevention.

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ABOUT US

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Integrated Campaign

Website Pages

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Logo Design

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THE NEW FA C E

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Stationary System

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Posters

i don’t have dreams, i have goals.

FB-101_K2_lastest.indd 56 12/1/14 3:16 AM