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College of Journalism and Communications University of Florida Weimer Hall 1885 Stadium Rd. Gainesville, FL 32611
ufadvnt@gmail.com advntportfolio.com
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Come on in, glad you could make it. Welcome to volume 3 of advnt, a student-led creative advertising portfolio. The book you’re holding represents the creative capability of advertising students at the University of Florida’s College of Journalism and Communications. We’re proud to showcase the talent of our peers in our treasured publication. The purpose of advnt is to do far more than eternalize its featured work in print. While it does a great job at doing that (not to toot our own horn), it also serves the purpose of being an exhibit to put students’ creativity on display. Students submit work they put their hearts and souls into, and we wrap it up, top it with a ribbon, and send it off into the world. advnt is our offering to the advertising industry. We give recruiters a catalog of top talent to handpick from and, hopefully, hire. As a staff, advnt circulates the portfolio to advertising agencies across the country and College leadership. We also provide featured students a copy they can take to job interviews, show to employers, and brag to their peers about. Each year, the publication has a new theme, which always ties back to advertising. This year, we present MoMA: Museum of Modern Ads. We hope you stay and take a look around. You won’t regret it.
TABLE OF CONTENTS
8 10 22 36 48 60 61 62 66
Take a Seat Paint Pixels Purpose Projects Patrons Thanks Colophon Index
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You’ve just entered the Modern Museum of Ads. The book you’re holding is a gallery of ads inspired by the musings of young, creative beings. We encourage you to take a look around and stay awhile. Ads are art with a purpose. Creatives pour their energy into ads to communicate persuasion through words and design. Advertising creatives are artists in their own right. The difference between an oil painter and an art director is the motive. Art directors are strategic problem solvers that use design as their tool to attract the masses. Oil painters create for the sake of it—and we love them for that. Traditional artists offer us inspiration to fuel our own creative work. As artwork is hung on museum walls, ads are placed in their respective mediums like print or digital. If our work isn’t displayed in the right place, it can’t make an impact. We want our work to move people, or even bring someone to tears like Picasso’s blue period or Van Gogh’s last few paintings. Quite frankly, other times we just want you to click on our banner ad to prove to an executive we made conversions. The work placed on the book’s walls is as modern as ads can get. They were freshly made by the creative students of the University of Florida’s advertising department. Most of the work featured is liberated from the constraints of clients’ critiques and stringent briefs—as student work should be. We curated this museum specifically for you. Enjoy your tour of our MoMA.
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PAINT
They say a picture is worth a thousand words. In that case, what are a thousand words worth? What about a million? A billion? When words paint a picture, they gain a new sense of power. They become bold and representative of greater meaning. This power creates a message, which creates a movement. Print has become so much more than just words on a page. It has the ability to incorporate elements of the artist’s mind, combining text and visuals to create the ultimate vision. This vision helps shape the way we communicate, giving us a deeper understanding of one another. The written word is worth every conversation, every declaration, and every revelation to date. We’re able to encapsulate our every thought and feeling into a unique combination of 26 letters, creating endless possibilities of expression. Whether we’re happy, sad or unsure, we can showcase our words to best describe who we are and what we stand for. Print has the ability to channel our rawest emotions, whether it be in the form of chicken scratches on a coffee shop napkin or careful calligraphy on a wedding invitation. It becomes art the second it means something.
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TOKYO 2020 OLYMPICS
Jonathan David | Graphic Designer
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Jonathan David created his own take on the promotion for the upcoming 2020 Tokyo Olympics. David immersed himself in Japanese culture to make sure it was reflected appropriately in the design. The poster on the right is translated into Japanese.
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QUEER PROM AT THE WOOLY Christianne Custodio | Graphic Designer
“Queer Prom was supposed to be a re-do prom for all, so I wanted people to feel a sense of nostalgia with a sense of whimsical magic.” —Christianne Custodio Christianne Custodio designed this project to promote a cocktail that a bartender at The Top Restaurant conjured up himself. The spiked punch was created in the spirit of Queer Prom, and had a virgin option for underaged guests as well. 14
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TRIMAUXIL
Caitlin Dodd | Graphic Designer
Caitlin Dodd designed this poster to build awareness about the consequences of obesity in dogs. It was meant to be hung up in veterinarian offices to spark dialogue about healthy pet weight. 15
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AD SOCIETY ICON
Megan Pirino | Art Director Bethany Neale | Illustrator Front cover
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Back cover
As ICON Director, Megan Pirino designs the publication distributed at Ad Society, UF’s college chapter of the American Advertising Federation. The ICON keeps members up-to-date on everything going on within the club in the upcoming weeks.
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ICON, Inside pages 19
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PIXELS 22
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It’s 2019. We paint in pixels. We share in pixels. We consume pixels. Pixels are tiny—almost microscopic—pieces of art. They are carefully aligned in endless RGB combinations to create the digital world. Many of us turn over every morning to silence our alarms and encounter pixels. They make up, well, everything in the digital age. Art, ads, and interfaces are all crafted by pixels. Pixels are endless. They don’t cost anything other than a designer’s frustration and triumph. You can endlessly zoom into any image or vector only to find more—you guessed it—pixels. The tools of the trade are lassos, eyedroppers, and magic wands. It sounds like a crossover between a wild west and science fiction film. Would you like it exported as a png, eps, or tiff? There’s as much jargon in a digital studio as there is in an art studio. Pixels are important. They allow us to be creative in ways Matisse couldn’t imagine. Without pixels, we couldn’t reach the masses with artful ads. Time can only tell how pixels will evolve. We are certain pixels consume today and will continue to rule tomorrow.
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TESLA X
David Masemore | Photographer
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David Masemore photographed the Tesla Model X to portray the elegance and innovation of the car. By setting the stage and using motion blur, Masemore intended for the viewer to feel as though they were there evaluating the car themselves. 25
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NIKE
Charlie LeGrand | Copywriter “I wanted people to become more aware of the shoe and the technology behind it, as well as the marathon world record being broken by a runner wearing the shoes.” —Charlie LeGrand When Nike’s newest racing shoe was released in 2018, Charlie LeGrand had a vision. He captured the voice of record-setting marathon runner Eliud Kipchoge in the manifesto for his out-of-home campaign.
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MANIFESTO
World record. Easy to say, almost impossible to do. Inside that “almost” is years of hard work. Miles and miles and miles of feet hitting the ground with one goal in mind, burning a fire inside so hot it removes all other thoughts. We thrive in the “almost”. Do you? 27
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WARRINGTON COLLEGE OF BUSINESS Olivia Page | Art Director
Banner ad
Twitter cover photo
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Graphic for Warrington blog post Olivia Page created these web graphics to promote UF Warrington College of Business’ online MBA program and to encourage people to learn about the program’s offering. Her goal was for people to understand the ease of obtaining an online masters’ degree at UF.
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BEARBOTTOM CLOTHING Evan Burns | Photographer
Evan Burns was tired of using stock photos, so he took matters into his own hands. Through his photos, Burns wanted to show the shorts in action to promote their versatility. His photos were meant to be used in Facebook right-side desktop ads.
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SWEAT MOVE YOGA
Camila Ochoa | Social Media Strategist
Camila Ochoa created a new social strategy for SWOGA’s Instagram feed. Her goal was to combine the active lifestyle and spiritual mindset of yogis into one. 31
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“We all know that Art is not truth. Art is a lie that makes us realize truth at least the truth that is given us to understand. 32
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The artist must know the manner whereby to convince others of the truthfulness of his lies.”
— PABLO PICASSO 33
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PURPOSE 36
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When you catch a ride, you’re Ubering. When you search online, you’re Googling. When you are low on cash, you’re Venmoing. When you miss someone, you’re Skyping. Brands turn themselves, literally and figuratively, into a verb through the concept of branding. Let’s put it this way: the concept of branding is to communicate a company’s purpose. Sure, telling your friends that there’s an arrow hidden in the FedEx logo is always a party pleaser. You also probably know the Amazon logo is a smile—or we just told you. But, did you know that colors in the McDonald’s logo are red and yellow to stimulate appetite and happiness? Or, hidden in the Tostitos logo are two people enjoying chips together? We know, it’s crazy. Through their logos, colors, and more, brands are able to communicate their purpose and ultimate promise to the consumer. Then, the point at which a logo becomes a cultural icon is when the brand has finished its mission—they’ve achieved their purpose. , anyone?
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ECAASU CONFERENCE Ingrid Wu | Art Director
“The Asian American college community in Florida is fresh and young—which I tried to emulate through the branding— but are also social advocates for causes they believe in and work hard towards bringing change.”—Ingrid Wu
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The East Coast Asian American Student Union Conference held its conference in Florida for the first time, and Ingrid Wu had the pleasure of being their head of merchandise design and branding. The work is bright and reflective of the Florida environment while aligning with the conference’s theme: introspection. 39
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BOBBY SHMURDA
Isabella Pinzon | Art Director “I think musical artists forget that album art can hook new listeners that just found the artwork to be interesting.”— Isabella Pinzon
Tour poster 40
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Album cover
Billboard Isabella Pinzon rebranded Bobby Shmurda, a rapper known for igniting the “shmoney dance” craze seen on Vine and Twitter. Murda is the name of Shmurda’s first hypothetical studio album once he is released from prison for murder charges. Pinzon used a minimalist design to reflect Shmurda’s musical style and low profile. 41
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THE AGENCY AT UF Nala Velez | Art Director
“We created stickers and buttons that can be used to acknowledge team members’ successes.” —Nala Velez When working at The Agency at UF, Nala Velez found it was difficult to acknowledge everyone’s achievements as they happened. She turned to her design skills to right this wrong, by creating stickers and buttons to be distributed for team members’ accomplishments.
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CULINARY LAWRENCE Caitlin Dodd | Art Director
“The culinary program was new, so I wanted a logo that would still look good in 10 years. With this in mind, I wanted to create a simple, yet sleek design.” —Caitlin Dodd Caitlin Dodd designed this poster to build awareness about the consequences of obesity in dogs. It was meant to be hung up in veterinarian offices to spark dialogue about healthy pet weight.
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MON AMIE
Dana Meyers & Carly Mackler | Art Directors “I would love to spread awareness of the issue of period poverty and encourage people to donate to and volunteer with their local hygiene drives and shelters.” —Dana Meyers
Flyer, side 1 44
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Flyer, side 2 Graphic designers Dana Meyers and Carly Mackler teamed up to address “period poverty,� the lack of access to feminine sanitary products as a result of financial restraints. The designers wanted to shed light on this epidemic and conceptualized a nonprofit to help stop the problem.
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Mon Amie style guide
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VEGFEST
Val Sokolova | Art Director Gainesville held its third annual Vegfest this year, which is a plantbased festival that brings food trucks, live music, and cooking demonstrations to Depot Park. As the sole graphic designer for Vegfest, Val Sokolova was tasked to convey the mission of the event and appeal to those who would attend.
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This is not a campaign. This is a compilation of thoughts streamlined to convey one purpose. This is sleepless nights and endless cups of coffee. This is an idea wrestled into existence. Campaigns themselves are an art form—a series of ideas brought together to become a powerhouse. They turn companies into people and consumers into friends. This is a window into the brand. This is the brand. It is impossible to fit the entirety of one brand into one ad. There are so many parts to the whole—a singular ad is incapable of showing that. The pieces of the puzzle can only be put together once you understand what the big picture is meant to look like. So, what will it look like? That’s the power of the campaign. Each ad is a brush stroke that builds up to the masterpiece.
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THE GREYHOUND PROJECT Katie Ryan | Copywriter/Strategist Nala Velez | Art Director Vanessa Wong | Graphic Designer
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“Many people think greyhounds are high-maintenance, extremely athletic, and intimidating. However, this couldn’t be further from the truth.” —Nala Velez Katie Ryan, Nala Velez, and Vanessa Wong created transit advertisements after Amendment 13 was passed in Florida, which prohibited all greyhound racing in the state. The ads portray greyhounds as they truly are: playful, loving pets. This campaign won a student gold and student best in show at the local ADDYs. 51
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GAINESVILLE PEER RESPITE Olivia Page & Megan Pirino | Art Directors David Chan & Nicole Busot | Strategists Jonathan David | Graphic Designer
Print ad 52
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Facebook banners Art Director Olivia Page and her team put together this campaign in only 12 hours to increase awareness for the Gainesville Peer Respite, a clubhouse anyone can go to during temporary housing loss. The bright colors are meant to make the campaign feel inviting and evoke the happiness one feels at home. 53
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NEURO
Dana Meyers | Art Director Dana Meyers created a campaign for Neuro Drinks, a line of liquid dietary supplements and beverages, that spanned across print, digital, TV, outdoor, and merchandise. The designs express the energy Neuro gives consumers by using fun colors and bright displays.
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Full-page print ad
Half-page print ad
Outdoor ads 55
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UF FACILITIES SERVICES Denise Akerman | Copywriter Brock Brames | Art Director
“’With Every Step’ students take—to a Pulitzer, a Nobel Prize in Chemistry, a successful start-up—Facilities Services helps move them closer to achieving their goals.” —Denise Akerman
Out-of-home ad
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Digital ad
Transit ad Denise Akerman and Brock Brames transformed UF’s Physical Plant into Facilities Services. The rebrand was rolled out on campus using the tagline “With Every Step”. The campaign sought to remind students that the university can’t run without the hardworking Facilities Services employees. 57
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DONORS The 100 Club Ada DeRosa Larry Meador Tim O’Sullivan Barb Scherer Dawne Widener-Burrows David Wilson
THANKS The advnt volume you are holding could not have been done without the support of everyone mentioned below. On the domestic front, Thank you to everyone who submitted because, without you, there is no advnt. Thank you to Ad Society for helping us fundraise and collect submissions. Thank you to our advisor Dan Windels for guiding us throughout the creation of this volume. Thank you to Dr. Tom Kelleher, the advertising department head, for always cheering us on. Thank you to the College of Journalism and Communications for providing a space where we can be creatively wild. To those on the outside looking in, Thank you to every UF student who had their caricature drawn by our illustrators to help us fundraise. Thank you to our friends and family who donated to our GoFundMe campaign. Thank you to everyone who shared our content on social media and helped us get the word out. Thank you to the modern artists and ad people who continue to blur the lines between advertising and art.
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COLOPHON
“The hardest thing about art is knowing when to finish.” —Alexa Schummer, copywriter and advertising major with a minor in art history “Museum of Modern Ads,” or “MoMA,” is the third volume of advnt. “MoMA” finds beauty in advertising by paralleling student advertising work to art. The theme was created during a long brainstorm that included the entire staff. The staff evoked the Modern Museum of Art’s style after Co-Creative Director of Design Jenine Marquez brought back inspiration from her visit to the museum. The portfolio attempts to prove to the outside world that ads are an art form. It also shows the advertising industry that students possess the rawest form of creativity and they should invest in junior creative talent. The portfolio is divided into the following four sections: Paint, Pixels, Purpose, and Projects. Each section symbolizes and houses a specific kind of work. In Paint, we showcase ads that are printed across different mediums like newspaper, magazine, flyers, and billboards. Pixels spans all digital mediums including social media and banner ads. Purpose focuses on branding. In this section, logos, rebrands, and mood boards are found. Finally, Projects alludes to campaigns. For that reason, Projects is completely dedicated to featuring several pieces from a single campaign.
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In the fall semester, advnt directed its efforts to solicit submission from students. Through an integrated campaign, students at the University of Florida’s College of Journalism and Communications were encouraged to submit any creative personal projects, course work, or contracted work. The entire advnt staff came together to review all the submissions. Work was chosen on the basis of creativity and technical skill. The result is 38 pieces of the best work from the college. The staff decided to balance between showcasing the featured work and expressing our own creativity. The colors berry, green, blue, and yellow were used to complement each other and bring life into the book. The body text font is Libre Franklin Regular and the heading font is League Gothic Regular. The dimensions of the portfolio are 5.5 in x 7.5 in. The visual layout is credited to Jenine Marquez and Bethany Neale with the support of April Verite and Jessica Navarrette. It was created in Adobe InDesign CC 2019. Adobe lllustrator CC 2019 was used to bring the drawings of Marquez, Neale, Nicole Lopez, and Selin Kilinc to life. These drawings are featured on each divider page, as well as, throughout the book. The copy team crafted all the editorial copy featured. The introduction was written by Creative Director of Copy Alexa Padron. Padron, Devin Nori, Alexa Schummer, and Katie Ryan wrote divider pages and other editorial content. This book couldn’t have been made possible without the project management skills of Maria Valdivia, the videography vision of Subhash Patcha, and the social savviness of Katie Ryan and Summerlyn Murray. Each advnt staff member dedicated long hours and lots of creative energy to bring “MoMA” to life. No piece of art is ever finished. We hope to continue to bring the spirit of advnt through life through our digital channels and future publications.
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THE
Jackie Hart
Selin Kilinc
Nicole Lopez
Jenine Marquez
Summerlyn Murray
Alexa Padron
Subhash Patcha
Katie Ryan
Web Designer
Illustrator
Illustrator
Co-Creative Director, Design
Creative Director, Copy
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Producer
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Social Media Strategist
Social Media Director
CURATORS Jessica Navarrette
Bethany Neale
Devin Nori
Alexa Schummer
Maria Valdivia
April Verite
Designer
Copywriter
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Co-Creative Director, Design
Project Manager
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Copywriter
Designer
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Denise Akerman.......................................................................56, 57 Brock Brames............................................................................56, 57 Evan Burns..........................................................................................30 Nicole Busot...............................................................................52, 53 David Chan..................................................................................52, 53 Christianne Custodio.....................................................................14 Jonathan David...........................................................12, 13, 52, 53 Caitlin Dodd.................................................................................15, 43 Charlie LeGrand........................................................................26, 27 Carly Mackler.....................................................................44, 45, 46 David Masemore......................................................................24, 25 Dana Meyers.....................................................44, 45, 46, 54, 55 Bethany Neale..............................................................16, 17, 18, 19 Camila Ochoa......................................................................................31 Olivia Page..................................................................28, 29, 52, 53 Isabella Pinzon...........................................................................40, 41 Megan Pirino.................................................16, 17, 18, 19, 52, 53 Katie Ryan....................................................................................50, 51 Val Sokolova........................................................................................47 Nala Velez.............................................................................42, 50, 51 Vanessa Wong...........................................................................50, 51 Ingrid Wu......................................................................................38, 39
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