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student work

LAURA CARCHEDI


BRANDING

INTERACTIVE GALLERY

Travel Pharmacy

chip

B BC Contemporary 

Berkshire Brewing Company

SATURATED


Client

The Boston Marathon

Brief

Create a campaign to promote a public event.

Target

General public

Solution

Each runner in a marathon is required to wear a chip on their shoe that electronically times their run from start to finish. In order to promote interest among spectators I decided to develop the chip into a GPS tracking device called Track Chip. Track Chip is a theoretical Smart phone application that allows viewers to track their family and friends through a chip they already are required to wear. You will receive a text message to your phone to alert you when a runner you are following is 1 mile away. Other features include message boards, statistics of all runners participating and donation options.

chip


BILLBOARD POSTER PRINT

[ NEVER MISS THE MOMENT ]

chip .com [ NEVER MISS THE MOMENT ]

chip

at the boston marathon Features •Track runners’ GPS position throughout the race •Receive text message alerts on runner locations •Donate •View runner stats •Post messages to your favorite runners.

Track Chip is designed to bring marathon runners and their fans together so you will NEVER MISS THE MOMENT

chip at the boston marathon Track Chip is a Smartphone application that allows you to follow your favorite runners’ live GPS position throughout the race.

Available at

Available at

trackchip.com

[ NEVER MISS THE MOMENT ]

trackchip.com


SMARTPHONE APPLICATION


PROMOTIONAL WATER BOTTLES LIVE MESSAGE FEED

Track Chip technology is used on all Boston Marathon runners to accurately time their run. For the first time ever your Smartphone can use this chip to track runners’ GPS position throughout the race, receive text message alerts on runner locations, donate, view runner stats, and post messages to your favorite runners. This new experience helps bring the runners and the fans together so you will never miss the moment.

Water bottles handed out 2 weeks prior to the event.

Text message screen during race.


TV SPOT

SHOT IN SLOW-MOTION REVERSE

VO- The name Marathon comes from the legend of Pheidippides, a Greek messenger.

VO- Lasting on average over 4 and a half hours for any particular competitor.

SFX- muffled crowd cheering VFX-Slow motion reverse shot

SFX- Silence except a constant heart beat. VFX-Slow motion reverse shot

VO- Download the Track Chip application on your Smartphone. Let us be your personal messenger.

VO- Choose which participants you would like to follow and we will send you text message updates on their progress through the race as well as runner profiles and message walls.

SFX- silence plus a constant heart beat and footsteps and muffled crowd cheering. VFX-Slow motion reverse shot. Spectator slowly points out the runner he is looking for. Zoom into smart phone

application.

SFX- A soft technological beat playing in the background VFX-Zoomed in shot of smart phone application.

VO- Months of training all build up to this one day

VO- and it can all pass you by in a split second.

VO- Show your devotion to those you support.

SFX- silence plus a constant heart beat and foot steps VFX-Slow motion reverse shot

SFX- silence plus a constant heart beat and foot steps VFX-Slow motion reverse shot

SFX- silence plus a constant heart beat and foot steps VFX-Slow motion reverse shot

VO- Our technology allows you to never miss a moment

VO- Of this year’s 115th annual Boston Marathon.

SFX- Text message alert and a soft technological beat playing in the background. VFX-Zoomed in shot of iphone application.

SFX- silence VFX- cut to marathon information

VO- The ultimate spectator experience. SFX- A soft technological beat playing in the background. SFX- A soft technological beat playing in the background VFX-Zoomed in shot of shoe with the Track Chip in reverse passing over the start line.


Client Old Spice

Brief

Create a brand-extension.

Target

Women age 16-50

Solution

Believe it or not, Old Spice started off selling women’s products in 1937. Today, most women currently use a different scented product for their shampoo, body wash, lotion, deodorant etc., leaving them smelling like a fragrance store disaster. Our goal is to cut out the clutter and allow women to have one consistent scent from head to toe. Risque is designed to be a complete line offering an array of essential daily grooming products for women. Credit- Maria Poulopoulos, Michaela Masci‎


PACKAGING

Conditioner

Fa ce S cr u b

B o d y Wa s h

Sh a m p o o Fa ci a l Lo t i o n

Sh a v e in g Lotion

4.2 oz | 125 m

L

H a ir S p r i t z

Deodorant f r iz co n t ro l

L

.5 m z | 310

10.5 o

.5 m L 10.5 oz | 310

0 6.9oz | 2

0m L

B o d y 6.9oz | 200mL Butter 3oz | 89

mL

.5 m L 10.5 oz | 310 .5 m L 10.5 oz | 310

L 4.2 oz | 125 m

.5 m L 10.5 oz | 310


BILLBOARD PRINT

OLDSPICE.COM/R ISQUE

Feel sexy by smelling sexy. Don’t allow your body to become a fragrance store disaster. A clutter of multiple smells from your shampoo to your deodorant is ugly and overwhelming. It’s time to undress your scent and reveal your most sexy naked ever with Old Spice’s new female line. Designed to complement your natural scent, we’ve combined all your essential grooming products into one fragrance. Get risque and strip down your scent.

Conditioner

Fa ce S cr u b

B o d y Wa s h

Sh a m p o o Fa ci a l Lo t i o n

Sh a v e in g Lotion

4.2 oz | 125 m

L

H a ir S p r i t z

Deodorant f r iz co n t ro l

10.5 oz | 310

.5 m L

10.5 oz | 310

.5 m L

0 0m 6.9oz | 2

L

B o d y 6.9oz | 200mL Butter 3oz | 89

10.5 oz | 310

.5 m L

4.2 oz | 125 m

L

10.5 oz | 310

.5 m L

.5 m L 10.5 oz | 310

mL

o ld s p i ce . co m / r i s q u e


GUERILLA SHOWER FULL SCREEN POP-UP AD

Steam is scented.

Movement of mouse dictates hand wiping the condensation.


Client

Brief

City Harvest

(2011 One Show college competition) Create a campaign that promotes City Harvest’s food rescue model as the solution to fighting hunger in New York City. Highlight City Harvest as the connection between high quality food in New York City that would otherwise go to waste and the more than 1 million men, woman and children who access emergency food each week.

Target

Food industry – donate food, raise funds, and raise awareness. Individuals – provide financial and volunteer support. Corporate and Foundation professionals – decision makers for large corporate/foundation giving.

Solution

The goal was to raise awareness without using any negative facts about hunger. This campaign is designed to create hype through creativity and artwork from individuals, restaurants, schools and businesses. We are raising money by selling empty plates which in turn people decorate and upload to our website. Winners from online voting are then projected in the MOMA.

RESCUING FOOD FOR NEW YORK’S HUNGRY

CITY HARVEST


GLue

PILE Sculpt sketch

build

DRaw stack

Imagine

write

etch

collage

Create design

cook

BILLBOARD PRINT

destruct

paint

COLOR decorate

YOUR ARTWORK

YOUR ARTWORK

emptyplate.com

emptyplate.com


WEBSITE presented by

FILL A PLATE, FEED HUNGER presented by

FILL A PLATE, FEED HUNGER

HOME

ABOUT

TOP PLATES

BROWSE PLATES

SEARCH

DONATE

TOP PLATES HOME

ABOUT

TOP PLATES

BROWSE PLATES

SEARCH

DONATE

UPLOAD

LIVE FEED FROM TIMES SQUARE

PURCHASe

1

the “Empty Plate” from participating restaurants and grocery stores in the New York City Area. -Location list

TRANSFORM

2

the “Empty Plate” with your creativity in the form of drawings, poems, objects, food, etc- the options are limitless.

SUBMIT

3

a photo of your “full plate”online or return the “filled plates” to any paticipating location. All artwork sublitted will be shown on our billboard in Times Square. The top designs will be projected in MOMA

1

VOTE

2

VOTE

3

VOTE

UPLOAD


GUERILLA PARK SEATING LIVE-FEED BILLBOARD OF SUBMITTED ARTWORK


SOCIAL MEDIA

Empty Plate YOUR ARTWORK

Empty Plate

@EmptyPlate Empty Plate YOUR ARTWORK

EmptyPlate YOUR ARTWORK

Empty Plate YOUR ARTWORK

EmptyPlate YOUR ARTWORK

EmptyPlate YOUR ARTWORK

EmptyPlate YOUR ARTWORK

EmptyPlate YOUR ARTWORK


Client

Vestergaard Frandsen

Brief

Select or create a product or service based on any easily understandable association with the word ‘be.’

Solution

I decided to create a campaign about something I believe people should ‘be’ aware of. I choose to create a coffee shop called Dirty Bean that would work directly with the company Vestergaard Frandsen which distributes the LifeStraw family. LifeStraw Family is a point-of-use microbial water treatment system intended for routine use in low-income settings. The campaign centers around the fact that participating in something people do everyday (drink coffee) can save lives. Every 100 cups of coffee Dirty Bean sells they donate one LifeStraw Family to a third world community.


PACKAGING


BANNER AD

click to learn more

click to learn more

click to learn more

click to learn more

click to learn more


BILLBOARDS

DirtyB ean.com

DirtyBe an.com


POSTER PRINT

100 cups of coffee

1 LifeStraw

Dirty Bean is a coffee shop devoted to a very simple cause—providing clean, safe water to third-world countries. Each time we brew you a cup of coffee you are contributing to the purchase of water filtering staws to help those who need it the most. This is possible because every 100 cups

of coffee we sell we donate 1 point-of-use microbial water treatment system called the LifeStraw Family. This device allows you to provide a family of 5 with microbiologically clean drinking water for up to three years. Roughly 6,000 people die each day from waterborne diseases.

save lives buy from your local Dirty Bean coffee shop

DirtyBean.com

LifeStraw is a point-of-use microbial water treatment system. This device provides a family of 5 with microbiologically clean drinking water for up to three years. Roughly 6,000 people die each day from waterborne diseases. You can help save lives by purchasing your coffee at Dirty Bean.

DirtyBean.com


LAURACARCHEDI.com red@lauracarchedi.com


Student Work