AMANDA WEAVERID# 00865919

Academy of Art UniversityMFA

Art DirectionMidpoint - March 15, 2011

“See what no one else sees. See what everyone chooses not to see...out of fear, conformity or laziness. See the whole world anew each day!”

Arthur Mendelson, Patch Adams

I love life’s little juxtapositions, like chocolate covered pretzels. But on the other hand, living life in the gray area is sometimes a necessity and can be a great learning experience. I love to learn. Anything and everything is worth the time to learn.

Currently I reside in Tulsa, Oklahoma where I was raised. Upon completing several semesters at Oklahoma State University, I moved to California to pursue my passion for filmmaking. After completing my undergraduate degree in Film for Production Design, I moved to Los Angeles where I gained invaluable on-set experience for film and television and where my interest and abilities in Art Direction developed. In 2009, I began my graduate studies in advertising with a focus on art direction at the Academy of Art University in San Francisco. Upon graduation, I plan to seek an art director position at a Chicago advertising agency.

I bring more than a creative passion, but a unique vision, a work ethic of trained athlete, 5 years of set experience, and a lifetime of artistic ability. I thrive on trying to look at things from a different perspective and always produce artistically beautiful, fun, and entertaining work. Again, another of my favorite little juxtapositions.

AUTOBIOGRAPHY

WORK EXPERIENCE

Associate | COLOR ME MINE | Tulsa, OK2010 - present - Assist customers in painting and creating new art

Office Manager | SUPERIOR AUTO ELECTRIC | Tulsa, OK2008-2010 - Supplied great customer service, assisted in shop, ordered parts, invoicing

Film & TVArt Director | FLYING COLORS MEDIA | Tulsa, OK2009 Cherokee Nation Identity “Professional” | TV Spot2008St. Francis | TV SpotCherokee Casino | TV Spot Community Care | TV Spot Art Director | EPOXY FILMS | Tulsa, OKCherokee Casino “Entourage” | TV Spot Art Director | HI INC FOR TARGET.COM | Tulsa, OKCancer Treatment Centers| TV Spot2006Set Dresser/Asst Props | NEO ART & LOGIC | Los Angeles, CAHe Was A Quiet Man | Feature

Art Swing | THOUSAND WORDS | Los Angeles, CAThe Dog Problem | Feature

EDUCATION

ACADEMY OF ART UNIVERSITY | present MFA | Advertising – Art Direction focus Anticipated graduation, 2011

BROOKS INSTITUTE OF PHOTOGRAPHY | 2003-05 Motion Picture & Video Department BA of Fine Arts – Cum Laude

OKLAHOMA STATE UNIVERSITY | 2000-02 English major – film option

SKILLSAdobe Photoshop, Adobe Illustrator, InDesign, PC & Mac

literate, Word, Excel, drawing, painting, sewing, pool shark

RESUME

PASTSummer 2009ADV 605 - MS: Digital GraphicsGS 602 - Art & Ideology of the 20th Century

Fall 2009ADV 602 - MS: Art DirectionADV 622 - MS: Perspectives in AdvertisingADV 623 - MS: Account Planning

Spring 2010ADV 604 - MS: Copywriting TechniquesADV 630 - MS: Digital Motion GraphicsGS 606 - Crossing Borders - Art & Culture in a Global Society

Fall 2010ADV 606 - MS: CampaignADV 626 - MS: The Brand & BrandingGS 613 - History of 20th Century Fashion Arts

PRESENTSpring 2011ADV 616 - MS: Advanced Advertising Concept DevelopmentADV 625 - MS: Interactive Advertising

FUTUREFall 2011ADV 800 - MS: Directed StudyADV 800 - MS: Directed Study

Spring 2012ADV 800 - MS: Directed StudyADV 800 - MS: Directed Study

Summer 2012GS TBD

Fall 2012ADV 800 - MS: Directed StudyADV 800 - MS: Directed Study

Spring 2013GS 676 - Professional Practices & Communication

TIMELINE

CAMPAIGNS

CostcoWoot

Warby ParkerBed Bath & Beyond

Why does our client need to advertise? To increase sales at Costco

What is the advertising going to accomplish?To get shoppers to see that Costco is the only place to get more of what they need for less.

Who are we going to connect with? Anyone who wants to save big. Men and women, 18-55, all demographics.

What are the most insightful things we know about them?Costco is a large warehouse shopping experience. You can buy many items in bulk, and for significantly less than most other places.

What is the single most effective message we can tell them?Costco. Get more for less.

What else is there to know that supports this message?People assume it’s only for large families. The idea of a warehouse is not very appealing to many shoppers. Many don’t know the full variety of items that are available at Costco. The same brands people buy are for less, and in more quantity. COURSE - ADV 606 - MS: Campaign

Fall 2010 INSTRUCTOR - Anthony Chelette & Jiron HumbertoAD|CW|AP - Amanda WeaverMEDIA - Bus Posters

COSTCOBuy in Bulk Campaign

BUS POSTERTag: Buy in Bulk.

BUS POSTERTag: Buy in Bulk.

BUS POSTERTag: Buy in Bulk.

Why does our client need to advertise? To increase traffic to woot.com, the one-deal for one-day website.

What is the advertising going to accomplish?To get consumers to see they can save a ton of money on the item of the day. The one day deal is the ultimate limited time offer.

Who are we going to connect with? Men and women, age 18-35, who are into all the cool gadgets. The ebay users who love to bid on the best deals.

What are the most insightful things we know about them?Woot.com is an online store and community that focuses on selling cool stuff cheap. We sell one item per day until it is sold out or until 11:59pm central time when it is replaced.

What is the single most effective message we can tell them?woot.com one deal for one day.

What else is there to know that supports this message?We offer a new item every single day. The details: a new product is released every morning at 12am central time, seven days a week. If a product sells out during its run, a new item will not appear until the next release time. You will know if a product is sold out, be-cause the main page says “SOLD OUT” instead of “I want one”.

woot!The midnight deal

Campaign

COURSE - ADV 606 - MS: Campaign Fall 2010 INSTRUCTOR - Anthony Chelette & Jiron HumbertoAD|CW|AP - Amanda WeaverMEDIA - Print - Single shot

PRINT - SINGLE SHOTCopy: One great gadget, at an awesome price, added everyday at midnight. And only at midnight.Tag: The midnight deal.

Warby ParkerChange how you see the world, andhow the world sees you Campaign

COURSE - ADV 616 - MS: Advanced Advertising Concept Development Spring 2011 INSTRUCTOR - Kathryn McFarlaneAD|CW|AP - Amanda WeaverMEDIA - Integrated Campaign 1

Why does our client need to advertise? Build awareness and generate traffic to warbyparker.com.

What is the advertising going to accomplish?Advertising will bring awareness to Warby Parker’s stylish and inexpensive glasses by showing how good quality eyewear can look on anyone.

Who are we going to connect with? 26-35, men, women, urban city dwellers, style conscious professionals. Smart urban shoppers.

What are the most insightful things we know about them?They never heard of Warby Parker. Those same people usually assumes that high style always comes at a high price. They care about how they look and also are smart about what they buy.

What is the single most effective message we can tell them?Stylish, quality eyewear that’s affordable and smart.

What else is there to know that supports this message?Warby Parker offers a buy one, give one pair program where they donate one pair of glasses to someone in need for ev-ery pair sold. They buy direct and don’t use a middle man, so they can sell for less.

PRINT - TWO PAGE SPREADCopy: For every pair sold, we provide one for a person in need. Change how you see the world, and how the world sees you.

PRINT - TWO PAGE SPREADCopy: Our style celebrates vintage design, with an updated and classic approach. Change how you see the world, and how the world sees you.

PRINT - TWO PAGE SPREADCopy: We design every pair and sell direct, so high quality eyewear can be inexpensive. Change how you see the world, and how the world sees you.

AMBIENTPlaced on vacant storefronts. A passerby can try on the frames using their refection. Promotes Warby Parker’s virtual try on feature.

BUS SHELTERPosters on both sides of shelter. Old school on one side and the new on the other. A waiting passenger can try on the frames by using their reflection. Promotes Warby Parker’s virtual try on feature.

BILLBOARD WITH COUNTING TICKERCopy: One billion people don’t have access to glasses. Change how you see the world, and how the world sees you.Glasses Donated: 20432. Text “vision” to 45732” to donate.

BILLBOARDCopy: See past a price tag. Quality eyewear under $100.Glasses “see through” the billboard to the exposed sky behind it.

FACEBOOK CONTESTCopy: Win a free pair! Take and upload a pic

of you in your favorite glasses. Tag your pic with Warby Parker and tell us why you deserve a new pair. Tell your friends and invite new ones to “like”

your pic. We will choose 50 winners who will re-ceive a brand new pair of Warby Parker’s of their

choice.

DIRECT MAILFRONT Copy: We’ll ship you up to 5 frames for you to try on, so you can see how many ways you can look good.BACK Copy: Try at home for free. Just return the frames with our pre paid return label, within 5 days. We know buying glasses is a very personal choice and we believe you deserve as many chances to get it just right.

Perforated glasses can be torn out and used to try on. Comes inside a vellum, see-through envelope.

Bed Bath &Beyond

For all your college needs Campaign

COURSE - ADV 616 - MS: Advanced Advertising Concept Development Spring 2011 INSTRUCTOR - Kathryn McFarlaneAD|CW|AP - Amanda WeaverMEDIA - Integrated Campaign 2

Why does our client need to advertise? Low recognition in this niche market.

What is the advertising going to accomplish?Increase sales and awareness and also make it stand out in the market.

Who are we going to connect with? College students between 18-24. They are about to enter a new life as they step out of their house and start living on their own.

What are the most insightful things we know about them?As a freshman, on of the hardest things is trying to figure out how to fit all the stuff into one tiny room. The hardest part about get-ting ready for college is figuring out what to bring. They move from lavish houses into a space that’s about as big as the closet in their room.

What is the single most effective message we can tell them?Equip your space.

What else is there to know that supports this message?They provide all the things needed to set up a living space. Their range is endless. It covers all the needs, like bedding, closet, bath, kitchen appliances, and cleaning supplies a college student could need.

PRINTCopy: Official supplier of sorority row. Tag: For all your college needs.

PRINTCopy: For college life @ PLAYTag: For all your college needs.

PRINTCopy: Freshman Survival 101Tag: For all your college needs.

BUS ADCopy: WASH everything on COLD.Tag: For all your college needs.

BILLBOARDCopy: Be 8AM class ready.Tag: For all your college needs.

POSTERCopy: STUDY then SLEEPTag: For all your college needs.

APPLICATIONCopy: Design Decorate & DecideTag: For all your college needs.

Put in your room dimensions and start a floor plan to make it easier to know which items will fit where.

Take a picture of your empty dorm room to start decorating and add items to your cart.

Copy: My ItemsItems placed in the cart can be reviewed and when ready to purchase, users can be sent to the mobile site, or can be saved for a later date.

DIRECT MAIL - DOOR HANGERFRONT Copy: STUDY Time. Please do not disturb. Don’t make me hurt you.BACK Copy: Come in. Check out all my cool STUFF.Tag: For all your college needs.

Comes in a large envelope that looks like a college acceptance letter. Inside is the newest catalog and door hanger.

I cannot express how exciting and uplifting it is to finally find something that you truly love to do. I thought I had found my passion in filmmaking but I know now that Advertising is my true passion. The following semesters I have at the Academy of Art will be used to further my knowledge and skills as an Art Director.

I am so thankful to have the opportunity to learn from every one of my instructors and hear their feedback about my work. I have gained so much knowledge, not only about my design skills, but I have learned about the importance of account planning, copywriting, and how it takes a team of talented people to make a great campaign. My time so far at AAU has been filled with more than I hoped, but by no means do I think I have learned what I need to make my skills as an art director complete. I would like to spend the remaining time at the university to build a much broader final book that contains mixed media and more integrated campaigns. I love print work, but I know that the industry and technology are changing at a rapid pace so I need to extend my creative thinking skills to the next level.

My goal has always been not to just have a job, but a fulfilling career. I know I posses the passion to reach my goal, and now is the time I am honing my skills in order to have a fantastic career. I aim to have a final book that screams, “hire me! You won’t be sorry.” This opportunity means more to me than I can express in a few paragraphs, so with all hope, I will have a complete collection of work that shows it.

FINAL PROPOSAL