D O N ’ T T O U C H M E W I T H YO U R C L E A N H A N D S

CONTENTSI’m not afraid to get my hands a little dirty,Nor of the extra mile of a dusty road,Because the dirt holds close,The many secrets of those who’ve walked before.

It calls you to step up and step into a new experience,Because that is how you learn, how you understand something you didn’t before.It’s how you grow as a writer, how you develop an authentic voice.It’s how you grow as a person, by expanding your boundaries, learning a new lesson, gathering new memories, acquaintances and opportunities.Human truths are hidden beneath that layer of dirt too.

The dirt is rich with wisdom and humility, and I’m willing to get my hands wrist deep.

Traditional Print pg. 7

Advertorial pg. 11

Competition Entries pg. 17

Client: CliffCentral pg. 27

Client: Masslift Africa pg. 31

Passion Project pg. 39

PHONEBLOKS

BRIEF OVERVIEW Create a convincing print advertisement to introduce a new, intricately designed product.

KEY FINDING:The target audience consisted of several ‘tech savvy’ individuals who did not believe it was possibel to turn the concept of a modular phone into a reality, thus they disregarded the idea.

This was a major problem as their input was vital inbringing the concept to life. Therefore, a change in mindset became a necessary objective to convince the audience and reposition Phonebloks.

The thing about writing is that, through it I can live a thousand lives.

I can experience every intense emotion and fleeting moment with each scribbled, written word.

Each of which has been meticulously chosen to breathe living colour into the black and white words placed on plain paper.

A Solo for Mr. BrooksTRINITY COLLEGE

BRIEF OVERVIEWThis brief was intended to focus on one’s writing skills and test the ability to communicate a concept eloquently.

KEY FINDING:For many years, rock and pop music has been frowned upon worldwide by the best music schools for its lack of ‘structure and grace’ thus making it difficult to find a good institution that not only will grade accordingly but have a fitting syllabus for a different kind of audience. Only recently has rock music been more widely accepted, enough for the prestigious Trinity College of London to offer a new fitting syllabus called Pop & Rock.

Silence.

Absolute silence, accompanied with complete anticipation welcomes you. You smile as you notice how it easy it was to have complete command over the crowd with a single, raised index finger.

The anticipation grows filling the open space with tangible excitement. You look left at your right-hand man and your single look tells him, to tease the crowd a little more. A few seconds pass and as you smile he looks down and plays a single, golden ‘G’ note and you close your eyes in full appreciation as it fills the arena and the crowd comes to life.

Letting out a short laugh you look at the crowd before you. You cannot believe where you are but the adrenaline kicks in and looking at all the beautiful people you grab the microphone with both hands as if this life would be snatched away from you if you didn’t and you say,

“HELLOOO MADISON” Your voice booms through the notorious square’s arena and the crowd nearly drowns out your voice.

With their encouragement you decide to tell them a little anecdote, “when I first recorded this song with this amazing group of people, we were fixing things here and there, adding bits as well as removing some and once we completed the track we went to the producer to give him the name of our song. We wanted it to be perfect, so we had taken our time naming it. Well, the moment finally came and we expected our producer to be blown away.

So we go “Brad, we have a name”, Brad says “okay let’s hear it” and Dave tells him, the excitement just beaming from his face and Brad, well brad looked like we had just told him we each had 10 toes … he had absolutely no reaction. So crushed we go back into the studio, a few days pass and Brad’s like “You sure you want to name it ‘Shamu, the mysterious whale?’”

The crowd laughs and you never want to forget this feeling.

“Oh brad, oh brad. It was ‘She moves in mysterious ways.” The cords start and the crowd screams in recognition. Looking at your band you see your guitarist’s face how he’s putting everything into the music and think how much you love this guy. All these guys.

Oh if Mr Brooks could see me now, using my power cords and my whammy bar. Kevin does his thing with his drums and looking down you count the beats before you too begin to strum your Gibson while you sing out note after note, beat after beat and before you know it you’re at your last song, another concert coming to an end, far too soon.

The closing bar comes and already the tangible nostalgia hits person to person travelling across the arena just before the song ends.

But just before your last notes arrive, Kevin’s drum solo comes in and you look down at your fretboard and for a second it takes you back to the beginning - where it all started.

Your first few lessons as a guitarist, loving the instrument but hating the theory and the classical way of playing, so structured and restrictive.

You snap out of the flashback as it’s your cue … 3, 4 and … eagerly you place your fingers across the fretboard, hitting all the right notes with all the wrong fingers.

This one’s for you Mr Brooks.

Trinity College, now offering a new course for the more rebellious spirit: Pop and Rock.

In these next two pieces, I got my hands dirty and learned some new exciting skills. I’ve always thoroughly enjoyed exploring new fields and applying myself creatively in different ways.

ISTD: AND THE WINNER IS..

BRIEF OVERVIEWThis year’s ISTD student briefs featured an opportunity to create a piece that adequately celebrates the Nobel Prize and inhabits tangible characteristics of the institution. This may include the winners and nominees, their work and even the Nobel controversies. These characteristics, however, are to take form through design and eloquent use of typography.

KEY FINDING AND CONCEPT:To celebrate the Nobel Prize would by the definition, be one that acknowledges and appreciates the Nobel Prize and its laureates. Therefore, we wish to increase the public’s general knowledge on the Nobel Prize and its laureates in an engaging manner. However, the concept for this brief originates from a debate, of who was or wasn’t worthy of Nobel peace prize. We came to the realisation that who we believe is more worthy is subjective to one’s own values, therefore, it becomes an intricate decision to make. So, instead of deciding for ourselves, why don’t we let the audience decide through the use of trump cards.

COLLABORATIVE PIECE WITH NALEDI MANAMA (ART DIRECTOR)

D & A D

BRIEF OVERVIEW Create an active global community.

KEY INSIGHTPeople actively contribute to something called the bystander effect, which is the belief that someone somewhere out there is already doing something about the problem. Therefore, they don’t have to.

WCommunication outcome: Encourage fun, active participation by creating a platform that allows for an immediate response.

STORYBOARD

QUICK AND EASY EXPLANATION:A game was made available when people logged onto WiFi hotspots in public spaces. This was done as these individuals logging on are often looking to fill in their free, idle time thus making it the best time to send WWF’s message across in a way that entertained.

THE GAMEA simple game portrayed a panda running through a forest, needing to avoid certain obstacles and eat bamboo in order to run faster. Once the level is complete, a message will appear saying “oh no the forest is being destroyed! Act green to keep playing!” ACT GREENDonate, Share with 3 friends or scan the barcode.

SCAN THE BARCODECorresponding bar codes would be needed to level up. These barcodes would be placed on anything environmentally friendly from products to objects such as recycling bins to encourage green behaviour and awareness.

CliffCentral is an online radio station that Gareth Cliff launched in 2014. It is known for it’s uncensored, bold approach to various topics.

I was asked to help CliffCentral’s creative team come up with an online campaign for a new content offering. One that would be effectively targeted at the millennials and controversial enough to start a discussion that would allow these millennials to define for themselves the meaning of success and fame. All with a zero-cost budget.

COLLABORATIVE PIECE WITH ROBERT CARLISLE (ART DIRECTOR)

Online Posters

Masslift Africa is a forklift hiring and selling company that needed to increase their brand awareness and market share nationwide.

To do this we were given a budget and with it, we created an integrated campaign that consisted of both above and below the line communications.

QUICK AND EASY EXPLANATION:

Masslift Africa prides themselves in their excellent service and quality forklifts. Their forklifts are fuel efficient which allows clients to save money but it is their service that keeps Masslift Africa’s clients happy and loyal.

With this in mind, we (being the creative team) thought who wouldn’t want a partner like that? Masslift Africa in their aspect, offer all the benefits and money saving tips to help one’s business stay above the competition.

We used this as inspiration for the “Stay Above” concept. The tone communicated was crafted to be a motivational one to inspire potential clients to take their business to the next level, one above the competition.

Direct Mailers:MASSLIFT AFRICA

Dear Mr?Sir?Dr

Masslift AfMasslift Africa cordially invites you to attend a golf

day on the 19th of March 2016 at the Blair Atholl, on

this day one can expect to enjoy a delicious

breakfast meal from 8h00 and subsequently learn

significant business skills from our guest speaker

Marc Weiner, who will share his secret tips on how

to save your business money and how to stay

ababove the competition. From then onwards one can

enjoy a sponsored 18 hole game.

If you’d like join us for this day please RSVP with

Marc (071 380 1682) by the Date.

Kind Regards,

Masslift Africa

Dear Mr Dave Roos,

Masslift Africa cordially invites you to attend a golf day on the 19th of March 2016 at the Blair Atholl, on this day one can expect to enjoy a delicious breakfast meal from 8h00 and subsequently learn significant business skills from our guest speaker Marc Weiner, who will share his secret tips on how to save your business money and how to stay above the competition. From then onwards one can enjoy a sponsored 18 hole game.

If you’d like to join us for this day please RSVP with Marc (071 380 1682) by the 1st of March.

Kind Regards, Masslift Africa

Traditional Media: Radio

Client: Masslift Africa Product: Mitsubishi Forklift Trucks and Service Duration: 30” Airing Date: April / May 2016 Copywriter: Alison Cordeiro

“Don’t Stay Ahead, Stay Above”

Music: ‘New Moon’ by Alexandre Desplat performed in Twilight’s New Moon.

Mvo: Some people are content with the average, everyday expectations. Just doing enough for the day, “let it be tomorrow’s problem”. But there a few of us who push the limits and seek ways every day to better ourselves, our business. These are the people who not only set themselves apart from the mundane but who stay above it. They don’t look for ways to scrape by enough to stay afloat but ways to better serve their customers because service excellence and quality never fail.

Ancr: Masslift Africa and Mitsubishi Forklifts. Stay above.

Traditional Media: Print

Outdoor Media: Ambient

Collaboration can be so much fun and just as inspiring as we bounce ideas off of each other and bring about truly unique and authentic works. In this next piece, a few friends and I got together to make a silly, just for fun integrated campaign for Simpson’s world. After all, how can one’s passion grow if one doesn’t have fun with it?COLLABORATIVE PIECE WITH ROBERT CARLISLE (ART DIRECTOR)

BRIEF OVERVIEW Create An Integrated Campaign

CONCEPT Our target market consists of local residents within Springfield, these locals are known to be gullible and easily brainwashed so using this to our advantage we aim to put Duff in a new exciting light, encouraging consumption by selling the public absurd, yet exhilarating ideas and those who drink enough Duff will be drunk enough to believe these absurdities anyway. Hence, our payoff line “Just Drink Enough” was created with the intention of encouraging consumers to do just that, drink enough.

DUFF BEER Traditional Media: Print

Outdoor Media: Street Poles Alternative Media: Ambient

‘Flying’ pigs balloons would be released into Springfield with the Duff logo and catch phrase “Just drink enough”

RADIO

Client: DuffProduct: BeerDuration: 30”Date: 31 July 2015Copywriter: Alison Cordeiro

“Duff’s Morse Code”

Sfx: A lively atmosphere of a typical pub: Soft chatting and a sports game is heard in the background.

Mvo1: Hey uh, get me another duff?

Mvo1: So I was standing there, heart pounding and I feel my stomach drop as the realisation kicks in…

Sfx: Tin can opening. Male drinking.

Mvo2: Yes? What happened?

Mvo1: Well Barry, I knew then and there I only had one shot to make it out alive so I beep… beeeeeep… beep.. beep.. beeeeeeep.

Mvo2: Is that.... Morse Code??

Mvo1: Beep, beeeeep, beep, beep!

Anncr: Duff Beer, just drink enough.

TVC: SCRIPT

Frame No. Visual Audio1 The Duff Logo appears on a black

screen. Sfx: Crickets chirping quietly.

2 Night sky over the Springfield town.

3 A brick wall is seen with empty parking bays before it.

Sfx: A car approaches and music increases as the car gets closer.

4 A car parks skew in one of the bays, a few friends come out obviously drunk.

Sfx: Non-coherent mumbling and drunken laughter over loud music.

5 These friends are seen daring each other to do stupid stunts while drinking multiple duff beers

Mvo1: Dude I bet you $50, you can’t jump over your car.

Mvo2: Right on!

6 One of the men try to jump over the car but fails miserably landing on the pavement.

Mvo2: Screams like a hooligan.

Mvo1: Laughs hysterically.

7 These friends realise the time and settle back into their car.

Mvo1: It’s about to start!

8 They hi5 and excitedly wait. Mvo2: Will it work?

Mvo1: Let’s wait and see.9 A hole appears in a wall, growing larger

to show a large cinema screen and a few members sitting in the audience.

Mvo2: Whoa! I can see through the wall!

Mvo1: Whoa... Indeed.

10 The Duff logo appears on the cinema screen and camera zooms in to it.

Ancr: Duff Beer, Just Drink Enough.