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NATASHA GUIMOND CREATIVE. CURIOUS. RECKLESS, IN A REFINED SORT OF WAY.

JUNIOR PORTFOLIO


AHSATAN DNOMIUG ,SSELKCER .SUOIRUC .EVITAERC .YAW FO TROS DENIFER A NI

OILOFTROP ROINUJ


Never, never, never give up. -Winston Churchill


MOTOR CITY DENIM 360째 CAMPAIGN


MINED YTIC ROTOM NGIAPMAC 째063


BRIEF OPPORTUNITY

Motor City Denim has an extremely limited reach within a very localized market. This presents an opportunity to expand their reach across not only Metro Detroit, but nation-wide.

TARGET YELLOW COLLARED YUPPIES - Modern-day artisans with an entrepreneurial spirit.

CORE MESSAGE Hand-crafted jeans from raw denim.

SUPPORT

Motor City Denim originally created textiles for the auto industry, but reinvented themselves after the crash.


PRINT


PRINT


PRINT


EVENT

Motor City Denim set up shop at the Maker Faire, introducing the brand to like-minded creative people. The unusual materials used in the jeans are offered up for fair-goers to create something for themselves.


GUERILLA

Motor City Denim moved into the minds of commuters with public transit take-overs in cities traveling along with the Maker Faire. Pulling from the construction of the jeans, seat-belts were installed as hand support, placed with coinciding advertisements.


OUTDOOR

Coinciding with the Maker Faire guerilla installations, Motor City Denim placed print media inside of public transits.


BANNER AD


BANNER AD


USER MANUAL

THE RAW MANUAL

PICTURE

When you purchase a car, you get a user manual, so will you when you purchase a pair of Motor City Denim jeans. Raw denim can be tricky to take care of, so MCD wants to make the process as easy as possible.


USER MANUAL

ABOUT RAW DENIM

Raw Denim is denim in its purest form.

THE 6-MONTH ADVENTURE

Keep it fresh.

The indigo dye is also in it’s purest form since it hasn’t been washed yet. Over time, after the denim is continually worn, areas will fade that are regularly creased or rubbed. The naturally fading creates patterns that are uniquely yours. Your jeans gain a personality that reflects your own, and just like you it needs a certain amount of attention and care to reach its full potential.

THE PRE-WEAR SOAK

Shrinkage is embarrassing in any context, so make sure you follow these steps carefully. 1. Fill your tub with 3-4 inches of hot water. 2. Put on your jeans and get in. Add more water if needed, so the jeans are completely immersed in the water. If you lack dedication, you can flip your jeans inside-out and lay them flat with something heavy on them to keep them submerged. 3. Try not to move or shake too much, otherwise you’ll risk losing more indigo. 4. Wear your jeans while they dry, or hand them upside down.

Blood, because we know you.

Sometimes crazy things happen, things you can’t control. That’s just the way life is. Also, you should be wearing these everyday for six months straight, so you’ll probably run into some hygiene issues. Don’t worry! We’ve got you covered. The next few pages will attack these problems head on.

THE 6-MONTH ADVENTURE

1. Lay jeans flat and isolate the blood-stained area. 2. Soak a cloth with the coldest water you can. It is vital you do not use warm or hot water. 3. Dab (don’t scrub!) the stained area until as much blood as possible is removed. 4. If denim is still stained, apply tiny amount of soap or use a stain remover pen. 5. Dab again with cold, wet cloth. 6. You should be good!


USER MANUAL

THE 6-MONTH ADVENTURE

Chewing Gum, because it happens. 1. Pick off as much gum as you can. 2. Wrap an ice cube in cloth. 3. Rub the affected area and soon the frozen gum residue will simply fall off. 4. If some persistent gum won’t shift, use a toothpick or butter knife to pick it off.

THE 6-MONTH ADVENTURE

You’ve made it! Now you can really take care of business.

THE FIRST WASH

1. Fill your tub with 3-4 inches of cool to lukewarm water. 2. Mix in a small amount of washing powder, preferably something to help lock-in dark colors. Don’t use bleach or regular detergent. 3. Lay your jeans inside-out and flat in the tub, using heavy objects to keep them submerged. 4. Let soak for 45 minutes. 5. Rinse in cool water to remove detergent. 6. Remove from water and hang upside-down to dry. Do this in the sunlight if possible!

Odor, because we know you work and play harder than anyone. 1. Lay your jeans flat, brush them off and empty the pockets. 2. Fold carefully and compactly place jeans into plastic bag. 3. Place them in the freezer. 4. Leave for several hours to kill the bacteria. 5. Remove from the freezer and enjoy your fresh-smelling jeans.


INTRODUCING THE JIN (JEAN IDENTIFICATION NUMBER)

INTRODUCING THE JIN (JEAN IDENTIFICATION NUMBER) Find out where your jeans were made, by whom, and with what materials.

YOUR JIN: 8HFD5GM85SH794J

The JIN is embedded into a Near Field Communication Tag. The consumer recieves their JIN at POS. The JIN grants users access to the mobile app after purchasing Motor City Denim jeans. Use the app to find out where the jeans were made, by whom, and with what materials.


MOBILE APP

The Mobile App allows users to interact with their jeans in a new way. The app is unlocked by the user’s unique JIN. Every detail about the jeans is found in this app.


MOBILE APP


MOBILE APP


TV


TV


SPARITUAL DIGITAL CAMPAIGN


LAUTIRAPS NGIAPMAC LATIGID


PEARL IZUMI PRINT / DIGITAL / TV


IMUZI LRAEP VT / LATIGID / TNIRP


PRINT

The brand is Pearl Izumi, the product is SyncroFuel XC woman’s trail running shoes. The target is 25-35 year old women. They love trail running, and have a deep concern for their health (mind and body). This feeling already exists, there just wasn’t a name for it until now.


SMART SHOE TECHNOLOGY

PEARL IZUMI NIRVANA CHIP (PINC) Using Radio Frequency Identification (RFID) chips placed in the tongue of your new Pearl Izumi SyncroFuel XC trainers, you instantly activate small kiosks placed at Pearl Izumi sponsored trails.

REGISTER

You register your purchase in-store at the Pearl Izumi kiosk, or online at http://www.transcendthepath.com. Registration includes the usual info: Name, Address, Phone Number, etc. It also gives you the option to link your Foursquare, Facebook, and Twitter accounts.

FACEBOOK

The kiosk automatically updates your Facebook Status with, “I’m about to transcend the path with Pearl Izumi at the Barr Trail in Colorado Springs, CO.” and includes a link to the microsite: http://www.transcendthepath.com. It also takes your picture if you allow it.

TRAIL KIOSKS

PINC activates the solar-powered trail kiosk when you’re within a few feet of it. It greets you in one of three ways: 1 If you’ve registered your PINC and it’s your first time there, it reads, “Hi, _____!” If you’ve been here before, it reads, “Welcome back, _____!” The screen also reads, “What would you like to do?” and gives you several options: 1) Find out more about this trail. 2) Check-In with Foursquare. 3) Update Your Facebook Status. 4) Tweet. 5) Activate all Social Networks. You make your choice(s), then get on with your run.

2 If you haven’t registered your PINC: The kiosk reads, “Hi! Welcome to the Barr Trail!” and displays a button that reads, “Find out more about this trail.” At the bottom of the screen it reads, “For a personalized experience, social network integration, and the opportunity to earn gift certificates, register at http://www.transcendthepath.com.”

3 If you’re not a Pearl Izumi customer, the kiosk responds if you touch the screen. It reads, “Hi! Welcome to the Barr Trail!” and displays a button that reads, “Find out more about this trail.” At the bottom of the screen it reads, “For a personalized experience, social network integration and the opportunity to earn gift certificates, check out http://www.transcendthepath.com”

MICROSITE

The Microsite, “http://www.transcendthepath.com” has the following pages: • • • • • •

What is Transcendental Running? PINC Technology SyncroFuel XC Specs Store Locator Testimonials Register


Number, etc. It also gives you the option to link your Foursquare, Facebook, and Twitter accounts.

1 If you’ve registered your PINC and it’s your first time there, it reads, “Hi, _____!” If you’ve been here before, it reads, “Welcome back, _____!” The screen also reads, “What would you like to do?” and gives you several options: 1) Find out more about this trail. 2) Check-In with Foursquare. 3) Update Your Facebook Status. 4) Tweet. 5) Activate all Social Networks. You make your choice(s), then get on with your run.

2 If you haven’t registered your PINC: The kiosk reads, “Hi! Welcome to the Barr Trail!” and displays a button that reads, “Find out more about this trail.” At the bottom of the screen it reads, “For a personalized experience, social network integration, and the opportunity to earn gift certificates, register at http://www.transcendthepath.com.”

SMART SHOE TECHNOLOGY

3 If you’re not a Pearl Izumi customer, the kiosk responds if you touch the screen. It reads, “Hi! Welcome to the Barr Trail!” and displays a button that reads, “Find out more about this trail.” At the bottom of the screen it reads, “For a personalized experience, social network integration and the opportunity to earn gift certificates, check out http://www.transcendthepath.com”

MICROSITE

FACEBOOK

The kiosk automatically updates your Facebook Status with, “I’m about to transcend the path with Pearl Izumi at the Barr Trail in Colorado Springs, CO.” and includes a link to the microsite: http://www.transcendthepath.com. It also takes your picture if you allow it.

The Microsite, “http://www.transcendthepath.com” has the following pages: • • • • • • •

What is Transcendental Running? PINC Technology SyncroFuel XC Specs Store Locator Testimonials Register Gallery

TWITTER

The kiosk automatically updates your Twitter with, “I’m currently running the Barr Trail in Colorado Springs, CO. #transcendthepath” and includes a shortened link to the microsite. It also takes your picture if you allow it.

FOURSQUARE

Checking in on Foursquare lets your friends know that you’re running that trail. It enables you to earn certain badges. It also takes your picture if you allow it. • The Indiana Jones Badge. You’ve discovered a rare trail.

• The Karma Badge. A friend ran the trail after you did.

• The Ultrarunner Badge. You ran a trail that was over 30 miles.

• The Buddha Badge. You’ve run all Pearl Izumi sponsored trails.


TWITTER

SMART SHOE TECHNOLOGY

The kiosk automatically updates your Twitter with, “I’m currently running the Barr Trail in Colorado Springs, CO. #transcendthepath” and includes a shortened link to the microsite. It also takes your picture if you allow it.

FOURSQUARE

Checking in on Foursquare lets your friends know that you’re running that trail. It enables you to earn certain badges. It also takes your picture if you allow it. • The Indiana Jones Badge. You’ve discovered a rare trail.

• The Karma Badge. A friend ran the trail after you did.

• The Ultrarunner Badge. You ran a trail that was over 30 miles.

• The Buddha Badge. You’ve run all Pearl Izumi sponsored trails.


TV KEYFRAME

VIDEO

AUDIO

It’s early morning. There is a forest of extremely tall trees with God rays radiating from behind them. There’s a slight fog, and we see a tiny, female runner emerge from the left, starting to venture across the screen.

MUSIC: ethereal and modern

We move in close. We’re following her from the waist up through the trail, maintaining our profile view. As we progress through the trail, we pan down her body. As the feet begin to appear, we swing around to the back of the runner, continuing our downward motion, so that when we reach her feet, we’re at worm’s eye view. That’s when we notice that her feet aren’t actually touching the ground. She’s about 6 inches above it. CLIENT - Pearl Izumi MEDIA - :60 TV Spot WRITER - Natasha Guimond Pearl Izumi has invented a new way of running. Instead of grounding you, Syncrofuel XC trainers provide a lightness that’s unheard of. With this new technology, you’ll never want to come back down.

As soon as the realization hits, we delve into a deep slow motion, where we see the logo on the back of the shoe. The words, “Introducing transcendental running,” appear on the screen as the narrator says them. We finish by cutting back to the establishing shot where the website & logo lay across the screen and our tiny, female runner exits.

VO (WOMAN): Introducing Transcendental Running.

Join the movement at transcend the path dot com.


POTSDAM NY POSTER / RADIO


YN MADSTOP OIDAR / RETSOP


POSTER I MIGHT HAVE GOTTEN AWAY WITH IT IF “DON’T TASE ME BRO!” WASN’T THE FIRST

THING I SAID WHEN I ROLLED DOWN

IF IT LOOKS

LIKE I DIDN’T CHANGE

FROM LAST NIGHT, IT’S BECAUSE I DIDN’T.

MY WINDOW.

LET’S PRETEND THIS IS A GOOD IDEA

BEFORE I CHANGE

MY MIND.

POTSDAM NY Exactly how you remember us. Let’s do it again sometime.

Inspired by Texts From Last Night. My target has been out of college for 5-10 years and remember what it’s like to be in college, but need to be reminded and come back and experience it again.


RADIO

RADIO

CLIENT POTSDAM, NY TITLE ONE MORE TIME LENGTH :60

DATE 11/17/11 WRITER NATASHA GUIMOND

WOMAN: (Playful, Confident, with pauses between lines.) When was the last time you fell down the stairs and didn’t feel it? When was the last time you went to a party where the dress code was bedsheet? And when was the last time you woke up on a stranger’s futon? When was the last time you gave someone a fake number at the bar? Or when was the last time you were eating breakfast and a stranger walked up behind you, kissed you on the head, and thanked you for last night? When was the last time you did the walk of shame? When was the last time you had a really good story about the night before? And when was the last time you couldn’t remember the night before? And when was the last time you felt young and invincible? And your whole life was stretched out before you? Come back to Potsdam, New York this weekend. And feel young again... one more time.

Expanding upon the poster I made, I wrote this script to tug on some heartstrings and remind the target that yes, it was a great time and you made some great memories, but it’s also a bit more than that.


PHOTOGRAPHY


YHPARGOTOHP


MOC.DNOMIUGAHSATAN TA EROM


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