Portfolio Veronika Kistamas (final)
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The document is a comprehensive overview of Veronika Kistamas's academic and professional journey as a graduate student at the Academy of Art University, showcasing her creative strategies and project work in advertising. It details her educational background, internships, and specific projects such as 'Spot Saver' and 'Amazon Student,' highlighting her unique insights and problem-solving approaches. Additionally, it includes personal anecdotes that reflect her creative process and a strategic mindset aimed at engaging consumers.
Portfolio Veronika Kistamas (final)
- 2. Veronika Kistamas Student ID# 03765048 Academy of Art University Graduate School of Advertising Creative Strategist Final Review 12/8/2014
- 4. “It is a pleasure to have you in this class. You have a lot of talent and good energy. Smarts to match...Great participation... Wonderful work ethic.” Lance Anderson Art Direction, Spring 2013 “It was great having you in this fun class. Your unique perspective was valuable for everyone as was your thoughtful and considered work.” Matthew Jervis Visual Storytelling, Spring 2014 “You are a thoughtful person - you don’t try to “figure out” assignments you interpret and develop them. Thank you for that.” Cameron Maddux Intro to Account Planning, Fall 2012 “She made great strides in the semes- ter to actively contribute and share in client facing accounts. Her work on our AT&T strategy for education account was a great example of her thoughtful strategy, dedication and attention to detail in deliverables.” Kandice Cota Internship, Summer 2014
- 6. Resume Autobiography My Creative Process My Strategy Spot Saver Amazon Student Farmers’ Market Starbucks StoryWorth
- 7. RESUME Veronika Kistamas 415.852.2253 [email protected] 240 Bay Street, San Francisco, CA 94133
- 8. EDUCATION 2012 - 2014 Academy of Art University, San Francisco, CA MFA, Advertising: Creative Strategy 2006 - 2009 Budapest College of Communication and Business, Hungary BA,Media & Communication: PR, Advertising, Marketing PROFESSIONAL 2014 Summer AIKO Agency, San Francisco, CA, Brand Strategy Intern EXPERIENCE - Worked on AT&T strategy for education - Conducted a lot of research - Analyzed data - Built several presentation decks 2009 - 2012 Grey Advertising, Hungary, Account Planner - Worked on the Procter&Gamble and GSK accounts - Successfully managed five Central European countries - Won two Bronze Effie Awards, and two Team P&G Awards - Developed integrated creative strategies for P&G brands - Monitored the competitors, and analyzed the markets 2007 - 2008 Createam Advertising,Hungary, Hostess - Took part in different promotions, events, and festivals - Worked on brands like Phillips, Finlandia Vodka, and Cote d’Or 2004 - 2005 HD Group Communication Agency, Hungary, Hostess - Involved in product sampling and promotions COMPUTER Adobe Suite: Bridge, InDesign, Photoshop, Illustrator, Premier SKILLS Microsoft Office: Word, Excel, Power Point, Outlook Social Media: Facebook, Twitter, Instagram, Snapchat, Pinterest, Tumblr, LinkedIn Final Cut Pro X LANGUAGE Hungarian- Native English- Fluent German- Basic
- 9. AUTOBIOGRAPHY “It’s better to be absolutely ridiculous than absolutely boring.” — Marilyn Monroe
- 10. I love my life. I lived in Iceland, I was a rhythmic gymnastics champion, and I broke my right ring finger twice. My parents lost me in Italy when I was 2. I am more right-brained than left-brained. My last name means Small Tom in Hungarian. Cooking cheers me up. Laughing can cure. I sleep more than average people do. Sailing gives me freedom. I can’t live without sports. I’m a perfectionist, and I need challenges. Crying makes me feel good sometimes. I pay attention to little details. I love hugging, but with a full heart. I’m a fighter and I’m very competitive. I prefer salty over sweet. I talk in my sleep. I am not perfect, but just enough.
- 11. MY CREATIVE PROCESS Feed my Brain Find Meaning Drop It Create & Play Inspire Others
- 13. FEED MY BRAIN Listen, Observe, Explore. I watch people. I take notes on what they do, how they behave, and interact with each other. I become an anthropologist, and I go to see people in their own environment. I collect lots of information. I write, draw, take pictures, record, touch, taste, and smell.
- 15. FIND MEANING Research, Connect, Group I do a lot of research in addition to my observations. Then i look for connections and see how the pieces fit together. I try different orders and combinations. I move things around and find meanings. Because our brains are constantly looking for patterns I group things together.
- 17. DROP IT Leave, Sleep, Forget At this stage I just get away from the problem that I am trying to solve and do something completely different. Jogging, cooking or yoga helps me to not think about the project. I try to put everything as far from my conscious mind as possible.
- 19. CREATE & PLAY Build, Share, Pick When I return with a clear mind it’s time to create some ideas. I find context, where my story can live in. I play with my ideas. Share them with others and ask for feedback. Throw some of them away and keep working on them until I get at least one of them right.
- 21. INSPIRE OTHERS Serve, Convey, Give As a strategist it’s really important to not just get my idea across but also inspire others with it. I always make sure that I give my audience something that they will remember. I want them to actually feel and experience what my idea really is.
- 23. MY STRATEGY “Making the simple complicated is commonplace; making the complicated simple is creativity.” — Charlie Mingus
- 25. PROJECT Spot Saver CLASS Creative Thinking & Problem Solving INSTRUCTOR Cameron Maddux Guest Speaker: Amy Lanigen, Fluid SEMESTER Summer 2014 CREDIT Art Direction: Valentine Coget Video editing: Veronika Kistamas Strategy, Copywriting: Valentine and Veronika
- 26. The ASSIGNMENT Get 5 people to buy what you are selling. Keep it safe & legal.
- 27. What did we sell? We waited at the brunch line 5 times at Mama’s and sold our spot.
- 28. WHY? INSIGHT #1 Cultural San Francisco loves waiting in line. INSIGHT #2 Psychological INSIGHT #3 Social First come, first served. Waiting in line sucks.
- 29. “The biggest influence on our feelings about lines has to do with our perception of fairness. When it comes to lines, the universally ac- knowledged standard is first come first served: any deviation is, to most, a mark of inequity and can lead to violent queue rage.” PSYCHOLOGICAL “Is that a line? Let’s go wait in it!” SF Loves Waiting in Lines is a Tumblr blog that is ded- icated posting photos of ridiculously long lines that people are willing to wait in just to get a little piece of SF novelty. CULTURAL
- 30. “An American spends roughly 117 hours, which is almost 5 days each year waiting in line. The dom- inant cost of waiting is an emotional one: stress, boredom, that nagging sensation that one’s life is slipping away.” SOCIAL
- 32. How much would you be willing to pay to skip a line? During our selling experiment we conducted a few interviews. Out of 30 people: 87% is willing to pay 47% is willing to pay $5 - $10 to skip a 2 hour long line 40% is willing to pay $10 - $20 to skip a 2 hour long line 13% is not willing to pay anything to skip a 2 hour long line
- 34. The SOLUTION Spot Saver is an App that allows you to skip a line by reserving a spot. What is it? This App meets two needs. On one hand it lets you get to the front of a line. On the other hand it gives opportunity to make money for those who are in need of easy money. (Peer-to-peer) When it comes to going to a place where there is a line you just reserve a spot from home. Payment is done through the App. By reserving a spot, the system connects to a registered spot saver who will do the waiting for you. Once he gets to the front of the line you get a heads up. Once you get there you just take over the spot. How does it work? Background checked registered people who want to make easy money in their free time. They are connected to system by their smart phones. They are wearing a Spot Saver cap while standing in line to indicate that they are reserving a spot for somebody else. Who are our spot savers? Why an App?
- 35. SPOT SAVER APP After downloading the App this page allows you to register in our system. This is the home page where you can reserve a spot in a line. For those who are willing to make some money this is the page to start.
- 36. The green pin shows you on the map, and the yel- low one represents your spot saver and his location at the time when the or- der is being placed. At this step you select the details about the line you want to skip. When your spot is ready to take over you’ll get the green notification. The yellow notification pops up to those registered spot savers who are close to the location where somebody wants to reserve a spot.
- 37. PROJECT Amazon Student CLASS The One Club Creative Boot Camp INSTRUCTOR MUH-TAY-ZIK HOF-FER Agency and The One Club SEMESTER Fall 2014 CREDIT Art Directors: Thomas Murphy, Vanessa Li, Yolanda Tang Copywriter/Web Designer: Alexis Britt Strategists: Jou-man Wu, Veronika Kistamas
- 38. The BRIEF What is the challenge? Create a concept that introduces Amazon Student to college students during the Back-to-School season and get new sign-ups for Amazon Student over the course of one calendar year. Who are we talking to? College Freshman students. Current Belief What do these people think about the brand/product/service? I know Amazon for their low prices, especially on books. Sometimes I go there to com- pare prices when I am shopping for textbooks at the beginning of the semester. Future Belief What do we want these people to think, feel and do after seeing our communication? I never realized that with an Amazon Student membership I can get millions of things delivered to my door with free two-day shipping; this is going to be awesome. Emotional Reasoning How do we want to make this change? Why are they going to care about it? By giving them freedom. College students can do anything they want and get any- thing they want or need through Amazon Student. Rational Reasoning Why should they believe this? Why does it matter to them? Amazon Student gives free-two day shipping on millions of things
- 39. The BRAINSTORM
- 40. The THINKING NEW ROOMMATE LIVING ON HER OWN NOT FITTING IN FAILING IN GENERAL FINDING FRIENDS TIME MANAGEMENT HOMESICK “What if my roommate is awful?” “How am I going to deal with cooking, laundry, etc.?” “What if nobody gets me?” “What if I fail?” “What if I can’t find any good friends?” “I don’t know how to balance so many thing?” “I’ll be missing my friends/ boyfriend/ girlfriend/ family from back home.” What are the biggest fears that a freshman student faces when she goes to college? What are the emotions that a freshman student has? College means leaving the nest for many students, which entails mixed feelings. She’s happy that she got accepted and excited to start a new life, meet new people and have crazy parties. However, at the same time she feels a little nervous, has a lot of fears about the unknown and might also feel confused whether she’s on the right track.
- 41. Fears are all based on assumptions, (what if) and people tend to expect the worst. What can Amazon as a brand do to help freshman students conquer their fears? The CHALLENGE
- 42. The INSIGHT College can be unpredictable, maybe even scary. But it doesn’t have to be. Everybody needs something to rely on. The BIG IDEA Go beyond the books and find your beginning. Start with Amazon Student.
- 43. The EXECUTION Meet Your Roommate. Air Freshener Spray. Stain Remover. Noise Canceling Headphones. Aspirin. Heads Up: Free 2-Day Shipping. Start with Amazon Student.
- 44. Conquer The Freshman 15. Reusable Water Bottle. Yoga Mat. Running Shoes. Protein Bars. Treat Yo Self: Free 2-Day Shipping. Start with Amazon Student.
- 45. Try Again. Laundry Detergent. Bleach. Dryer Sheets. 6-Pack Of Underwear. FYI: Free 2-Day Shipping. Start with Amazon Student.
- 46. Make A Memory. Plastic Cups. 12 Pack Of Soda. Party Streamers. Ping Pong Balls. Turn Down For: Free 2-Day Shipping. Start with Amazon Student.
- 47. SOCIAL ASPECT - #BeyondTheBooks
- 48. Amazon encourages Freshman students to try, make mistakes, experience and even fail. Amazon has them covered, no matter what happens. Share how you went #beyondthebooks social campaign.
- 49. PROJECT Farmers’ Market CLASS Digital Strategy INSTRUCTOR Khaia Brogan, Jonathan Ward SEMESTER Fall 2014
- 50. The ASSIGNMENT Pick something that you like, find a problem and create a digital strategy that solves the problem.
- 51. RESEARCH “You get to talk to people who grew your food. You get the real story behind it.” “All kinds of people shop at the farmers’ market. They all just want really good produce.” “People really wanna know where their food comes from.”
- 52. “You work hard, and are not making any money.” “It’s something you choose or it chooses you.” “When I’m not at the market selling the produce, I help my parents at the farm.” “I had to get up at 2 o’clock this morning to be here. And I go home, it will be 11 o’clock before I get to bed tonight.”
- 53. I have built re- lations with the farmers the past 10 years. I know what they do.”
- 54. “I look at price and overall quality.” “We have a very long waiting list. Lot of farmers are not that technically advanced in this industry we are working. A lot of people don’t have email, so we make sure that we have accessible paper appli- cation for them.” “I was walking by and saw it, so I decided to stop by.”
- 55. FINDINGS
- 56. Farmers’ Markets are just so NOT DIGITAL.
- 57. The farmer’s market experience is tangible, off-line, and non-digital. Where can I digitally connect people who shop at farmers’ market? What can I do for them that is relevant and meaningful? The CHALLENGE
- 58. It all started with a recipe... What is Swiss chard? “Excuse me, is this Swiss chard?” How to...? Share 1 2 3 4 5
- 59. DIGITAL TREND #farmersmarket 772,967 posts #organic 4,281,225 posts #localgrown 6,985 posts #fruitsandveggies 37,767 posts #healthyeating 39,259 posts #cleaneating 11,645,425 posts #eattherainbow 177,478 posts #nourishyourbody 56,769 posts #healthyrecipes 190,681 posts #locallygrown 29,531 posts #produce 197,251 posts #veggies 2,470,893 posts #healthyfood 3,966,472 posts
- 60. How much does it cost? What to do with it? How does it look? How to clean it? What is it? When is its season? VEGGIE & FRUIT HASHTAGS
- 61. The INSIGHT Hashtags can be confusing and they don’t give too much information about the veggie or fruit. The IDEA Veggies and Fruits as Instagram users. Create Instagram ac- count for produce that are in season and provide information.
- 63. The EXECUTION Meet SFFM_Beetroot (San Francisco Farmers’ Market Beetroot)
- 65. Information about the produce How to videos Availability on Farmers’ Markets Price comparison on different SF FMs Recipes Content IdeasContent Strategy Same naming structure for every account Only active when they’re in season Have a voice: Talking veggies Post 1-2 times a week
- 66. Promotion PlanTags on food pictures. Encourage people to tag veggie users on their food pictures. Comments on hashtags Appear on the Farmers’ Market next to/on the produce
- 67. PROJECT Starbucks Branded Content CLASS Creative Communication Strategy INSTRUCTOR Andrew Matthews SEMESTER Fall 2014
- 68. The ASSIGNMENT Pick a brand and create a branded content strategy.
- 69. What does STARBUCKS stand for? “From the beginning, Starbucks set out to be a different kind of company. One that not only celebrated coffee and the rich tradition, but that also brought a feeling of connection. Our mission to inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time. Starbucks is the premier roaster and retailer of specialty coffee in the world. And with every cup, we strive to bring both our heritage and an exceptional experience to life.”
- 70. The PROBLEM Starbucks is part of people’s morning routine. Starbucks coffee tastes the same every- day and every morning looks the same. Starbucks has lost its uniqueness. Morning routines are creativity killers “As several recent studies highlight, the way most of us spend our mornings is exactly counter to the conditions that neuroscientists and cognitive psychologists tell us pro- mote flexible, open-minded thinking.”
- 71. “When we fall into routines we forget that there’s a whole other World just wait- ing for us to discover it.”
- 72. The CHALLENGE What kind of content can Starbucks provide that stands out from the morning routine, is unique and have some sort of value? The IDEA Every coffee cup is unique and has a ‘break the routine’ tip on it. #breaktheroutine
- 74. Don’t check your phone until you hit the office Tell a friend how much you love her in a text Sing along to your music on the street Change your computer’s wallpaper Compliment a stranger Get fresh flower for yourself Have ice cream on the way to work Take a funny face selfie Give change to a homeless Call your mom Take a picture of a stranger Tell your favorite joke to a coworker Tweet your break the routine tip Question everything today Draw something on a piece of paper Go for a short walk in your lunch break Take another way to work than the way you usually take Dance in the elevator if you’re alone, or even if you’re not Talk to your coworkers today instead of calling or emailing them Ask somebody out for lunch that you have never had lunch with before Break the Routine Tips
- 75. #breaktheroutine
- 76. Everybody’s morning routine looks more or less the same. Make sure yours is different. Pre-roll videos
- 77. PROJECT StoryWorth Marketing Plan CLASS Creative Thinking & Problem Solving INSTRUCTOR Cameron Maddux Guest Speaker: Nick Baum, StoryWorth SEMESTER Summer 2014
- 78. The ASSIGNMENT Develop a Marketing Plan that generates awareness to StoryWorth.com, drives traffic to the website and makes people subscribe for it.
- 79. The PRODUCT StoryWorth is a private online platform where family members can share their stories. It automatically sends out a random question every week to its subscribers. The ques- tions can be answered on the site, via email or phone. Stories that are saved on Story- Worth are private and only accessible for those who have been signed up for the site.
- 81. Why does this product exist? Family stories bring us closer together. They help children understand where they come from and what their family values are, and let grandparents connect with their grand- children. StoryWorth is the easiest way to record family stories for generations to come.
- 82. ”I am thrilled that my son got this ball rolling. This is a wonderful and priceless site. Just awesome!” — Kim from Phoenix, AZ “The first story from my dad brought tears to my eyes. It was about what Christmas was like for him as a kid. Great work!” — Chris from Harrisonburg, VA “My dad is having a blast responding to his grandkids and nieces’ com- ments on his stories. It’s a brilliant idea!” — Janet from Naperville, IL “I have truly found answering the StoryWorth questions to be a delightful experience. I feel as though I’m passing on treasures to my children and their future families.” — Trisha from Rochester, NY
- 83. Who are we talking to? Jan: 63 year old Rachel: 34 year old Zach: 2 year old We want Rachel to subscribe her mom Jan to StoryWorth, but we want Jan to write stories to her grandson Zach. Grandparents are the best storytellers. They have experienced so much that they have tons of stories to share. Their stories are filled with love and good intentions. They want their grandchildren to learn as much as possible about life and to succeed in the world. However, they might not be the right target to talk to about StoryWorth subscription. Who’s the link between grandparents and grandchildren? We want to talk to them!
- 84. The INSIGHT Thanks to technological advances, social media, smart phones and the Internet keep- ing in touch with loved ones has never been so easy. But that has also effected the way we tell stories. How meaningful are those stories that have been told by using these platforms? Does your grandpa know how to use any of them?
- 85. Reaching the target on Instagram To generate awareness and drive traffic to StoryWorth.com
- 86. FACEBOOK AD To generate awareness and drive traffic to StoryWorth.com
- 87. GOOGLE ADWORDS To generate awareness and drive traffic to StoryWorth.com
- 88. Mailing handwritten letters To generate awareness and drive traffic to StoryWorth.com StoryWorth is like one big family diary. Writing a diary is as old-fashioned (in a good way) as writing letters. Each letter includes a quote from a StoryWorth user and the link where the receiver can sign up.
- 89. StoryWorth as a tool for keeping in touch Get people to sign up when their yearbook picture is being taken and encourage them to keep in touch with the class through StoryWorth. StoryWorth could generate questions for a specific group of people, such as a class. Example: “Did you have a crush on some- body during high school?” or “What’s your favorite memory of Class 2013?” Also the group could write its own questions. YEARBOOK/GRADUATION To get people to sign up for StoryWorth.com
- 90. REUNIONS To get people to sign up for StoryWorth.com Reunions tend to be places where people are sharing memories and stories. StoryWorth could go to high school reunions, talk about the product and help people sign up on the spot.
- 91. PHOTO = MEMORY = STORY StoryWorth could pair up with professional pho- tographers, who take pictures at memorable events, such as weddings, proms, etc. and help people sign up as part of the photo shooting. Once in a while instead of sending a weekly question, StoryWorth would send a picture and ask them to describe how they felt at the mo- ment when the picture was taken or what was the best part of that event, etc. WRITING CHALLENGE #writeeveryday Just like #100happydays, the first free month trial at StoryWorth.com could also be a chal- lenge. Can you write a story everyday for a month in a row? Whoever accomplishes the challenge could get X% off of the first year subscription and/or a voucher for a free printed book.