Draftofmyjourney

Rawan Abdulelah

Abdulmajeed Art Director Final Portolio / Fall 2014/ School of Advertising / Academy of Art University

I designed this draft of my journey...

To Thank Allah for being with me To gift my parents for encouraging me To thank the instructors for teaching me To pass my final review with honor To earn my MFA Advertising, Art Direction To clap for doing the job To share my experiences with other people To inspire, motivate, and encourage other students To leave a unique stamp in school after I graduate

Index

Book Concept Biography Resume/CV Portfolio References

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Moza means Banana which Moza means Banana whichrepresnts represnts Imy believe in myself Moza means Bana Moza means Bana my long long face face

Find ME!

Unique thoughts

Draft of my journey I am a geometrical designer and I doodle my inspiration Geometric refers to my Arab Culture Doodling refers to my personality Inspiration refers to experiences

My book incorporates geometric shapes, doodling, and inspirational visuals. Geometric shapes represent my Arab culture in Art and Design such as Islamic ornaments and Arabic calligraphy which I was born with and get inspired by in my designs.. I like to use different geometric shapes in different sizes and colors which reflect on myself and my design concepts. Doodling is my favorite way to express my feelings which shows my personality. I incorporate Arabic alphabets along with other design elements in my art. I collect materials and collage different elements to create my own inspirational book and share what I gain to inspire others and motivate them to think creatively and differently.

ME

Give & gain Inspiration

BIOGRAPHY Rawan Abdulelah Abdulmajeed hails from Jeddah, Saudi Arabia and has studied Art Direction from Academy of Art University, San Francisco.She has three strong elements in her life that she believes in. She believes in family values, self motivation, and talent. Rawan's parents taught her the value of life. She likes to combine her culture with other cultures in her thoughts and designs. Additionally, she likes calligraphy, typography, and collage making which feeds her left brain and pushes her right brain. She mixes different elements that don't usually work together such as inventing new recipes, or different ways of crafting with media. She loves to learn and network from various events. She is inspired to inspire others. She likes to sketch and write in her giant book of ideas the most.

M

F L E YS

RESUME Education MFA Advertising, Art Direction 2014 BA Graphic Design 2010

Academy of Art University, San Francisco, CA Dar AL-Hekma College, Jeddah, Saudi Arabia

Internship Experiences Art director at Young+Hungry agency Creative Art Director at Taurus agency Designer & Office organizer, Al-Rahala

San Francisco, CA Jeddah, KSA Jeddah, KSA

Sep - Dec 2014 May - Aug 2014 Mar - Dec 2008

Awards 1st place Finalist 3rd place Bronze, Interactive campaign

The One Show Boot Camp, San Francisco, 2013 Young Glory Design, 2013 Creative Boot Camp, San Francisco, 2014 Academy of Art Spring Show, 2014

Skills Illustrator, InDesign, Photoshop, FinalCut, and Microsoft

Languages Arabic & English

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Portfolio Wide Vision Ad Campaign

Deep Vision

Doodle & Calligraphy

Bright Vision Photography

Black Vision Poster

Mixed Visions Film/Video

new Vision

Social/Cultural Campaign

Wide Vision Ad campaigns

To guide poeple through the variations of central concept

School Work

1st place

AD

1

Countrymen Countrymen The bigger Mini is 1 foot 4.5 inches.

Mini owns a little bit bigger, so we send letters to Apple, Starbucks, and Nike that have gotten a little bit bigger. Additionally, to celebrities that got little bit bigger.

Copy Writer, Dany Gottsta

Art Directors, Miri Li Mary Wuensch Rawan Abdulmajeed

Creative Boot Camp Competition 2013

Print Ad

Magazine Ad

Letter Ad

AD

2

Art Directors, Copy Writer,

CAMERAMAN,

Alan Shpakovski

Rawan Abdulmajeed

Narrative Clip is a tool to make peoples' lives safer by revealing hidden crimes.

AAU Spring Show 2014

Video

News Ad

Friday, 24 Nov 2013, 12 pm

Narrative Clip An AAU student steals a keyboard from school. She said I saw the security in the bathroom, so I ran to the lab to steal the keyborad.

I am wondering, “ How do they know?� catch it

all

3rd place

AD

3

Amazon student offers 2 day shipping of most of products, and that will encourage students to order through amazon according to how students are busy, lazy, or environmental issues.

Insight,

Living on your own for the first time can be daunting, but it should be empowering

Art Directors,

Sharra Harvin Gabriel Coelho Amanda Artinger Alexandra Camacho Rawan Abdulmajeed

Copy Writer, Dennis K Chen

Creative Boot Camp Competition 2014

Rrint Ad

Microsite

Twitter Media

bronze

AD

4

Art Director & Copy Writer, Rawan Abdulmajeed

Photographer, Chad Jenkins

Cameramen, Hayes Liu Arnon Weijieng

We all know that Jamba Juice is healthy and this campaign is a new way of getting rid of a boring routine.

AAU Spring Show 2014

Print Ad

Express Your Mood

Express Your Mood

Express Your Mood

Ambient Ad

Color Festival

Express Your Mood

Video

App

Nick Name

Sign in

Heavenly Mood What is UR NickName 4 2day?

Enter

Color

Activity What is UR activity 4 2day?

N-N

N-N

Color Color

Mood Mood Prize

Activity

No Repition

Mood

Mood

Color

No Repition

What is UR color 4 2day?

N-N

Activity

Mood

No Repition

What is UR Mood 4 2day?

N-N

Activity

No Repition

Color

People will share their feelings by choosing a new nickname, color, and activity. Then choose which mood they are in. After that, Jamba Juice will have a new flavor based on their choices.

Interactive app

My nickname is 5esh. Green is my favorite. I like to tease people to smile. My new flavor is "Optimistic Tutti Frutti."

My nickname is Halo. I like rainbows. I want to jump up high because I feel happy. My new flavor is "Cherry Bambi."

Let's see what flavor am I for different mood expressions.

See what Flavor you are ?

shocked

Sad

Happy

Jumping high on rainbow

So UR Sassy Strawberry

Internship Work

AD

1

Copy writer, Razan Ali Art Directors, Hilary Liu Mj centeno Phuong Win Rawan Abdulmajeed

Problem

People focus on the future and underestimate the present

Solution

To create balance in the future, we start NOW. We create a campaign that envelopes around the power of now, using interactive activities, social media, and video We want to encourage our target audience to be involved in our movement.

We want to show students that they can live socially conscious and enjoy it NOW.

To connect with our target audience We connect them to the event with appealing activities.

Each activity will educate about the services.

Young+Hungry 2014

Activities: 1- ChargeNow, -Speed DatingIt takes 20 minutes to quickly charge the BMWi to Show the speed of chargeNow 10 guys+10 girls for 2 minutes each.

2- ParkNow, -MINI GolfEach and convenient to find parking with ParkNow. Demonstrating through mini golf-no stress 3- HomeCharging, Get convenience in your home.

Massages in home environment.

Shows how BMWi allows you to relax.

Social Media: Promoted through posters to tweet and check-in.

For every 1000tweets we will plant a tree.

Shows BMWi as more of leading sustainable company.

Scholarship Competition: contest for students to upload videos featuring the BMWi #iNOW. Whoever has most re-shared videos on Twitter/Vine/Facebook will be awarded scholarship money. This is to encourage people to promote the event.

AD

2

Gandour.com

Strategist, Ziad Jararr

Gandour

Copy writer, Abdulmajeed Timraz

Art Directors, Wafaa abu saadaa Rawan Abdulmajeed

has been a famous brand of biscuts for 75 years. It started in

Egypt and then spread to all Arab Countries.

Taurus 2014

CIRCUS CHARACTER EVENT'S POSTCARD

LOGO / INGREDIENTS CONCEPT

CIRCUS TENT

PACKAGE BOOTH

PHOTO BOOTH

VAN BOOTH

SOCIAL MEDIA / FB

Social Media Instagram

PRINT AD

AD

3

israraward.com

Strategist, Ziad Jararr

Copy writer, Abdulmajeed Timraz

Art Directors, Wafaa abu saadaa Rawan Abdulmajeed

Israr Award raises the awareness about people who face obstacles to find a job, or lose their hope. Also, who starts with a security and then they end up with manager position, or own a business. Israr Award campaign showcases famous celebrities from different fields by sharing their achievements, and shows how they start and end up within their career field.

Israr Award encourages people to share their stories and the one with the most motivational and inspiring story wins. It celebrates everyone's achievements in their fields. This campaign includes celebrities quotes, contestants quotes, guess who, and job posts, winner quotes.

Taurus 2014

celebrities quotes

contestants quotes

‫‪guess who‬‬

‫ﻛﺮﻳﺲ زﻳﻦ‬

‫ﺟﻴﻢ ﻛﻴﺮي‬ ‫ﺗﺮﺑﻰ ﻓﻲ ﻋﺎﺋﻠﺔ ﻓﻘﻴﺮة واﺿﻄﺮ ﻟﻠﻌﻤﻞ ﺑﻌﺪ اﻟﻤﺪرﺳﺔ‬ ‫ﻛﺘﺐ ﻟﻨﻔﺴﻪ ﺷﻴﻚ ب‪ 10‬ﻣﻠﻴﻮن دوﻻر‬ ‫أﺻﺒﺢ رﻣﺰ ﻓﻲ ﻣﺠﺎﻟﻪ وﺣﻘﻖ اﻟﻤﻼﻳﻴﻦ‬

‫ﺑﻴﻞ ﻏﻴﺘﺲ‬

‫ﻧﺎﻳﻒ اﻟﻘﺤﻄﺎﻧﻲ‬

job posts

Winner quotes

Social Media Web/Instagram

Deep Vision Doodle & Calligraphy

To get deeply inside my many levels

Bright Vision Photography

To feed your eyes with details that lead you to the soul

BLACK Vision Posters

To express the feeling of the creative side of the brain

Angel of

Death

Stanley My eyes is life bec at the Kubrick, same time, I see front & back

I can be a better man if you allow me

@ 410 Bush

@ Room # 101

@10:00 - 11:0 A.M

Say Something Christina

Aguilera

Say something, I'm giving up on you I'll be the one, if you want me to Anywhere I would've followed you Say something, I'm giving up on you And I am feeling so small It was over my head I know nothing at all And I will stumble and fall I'm still learning to love Just starting to crawl

Ride the River

Western Movie

Soul Surfer When you drive through a hill, you better catch yourtears because there is no way to hit the trees if you are the leaf When you drive through a hill, you better catch yourtears because there is no way to hit the trees if you are the leaf When you drive through a hill, you better catch yourtears because there is no way to hit the trees if you are the leaf

Creative Essentials Roger Muller

Vertigo Alfred Hitchcock

1958 Film in SF

@ 410 Bush @3rd floor - Lounge @11:30 - 12:30 P.M

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Creative Essentials

Roger Muller on WED @3rd floor - Lounge @11:30 A.M. - 12:30 P.M.

Lance Anderson @ 410 Bush

@ Room # 101

@10:00 - 11:0 A.M

SS s S

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Franklin Gothic is From Sans-serif 's family. Designed by Morris Fuller, American Type Founder.

Released 1902–1967.

Sans-Serif

Franklin Gothic and its related faces are realist sans-serif typefaces originated by Morris Fuller Benton (1872–1948) in 1902. “Gothic” is an increasingly archaic[citation need] term meaning sans-serif. Franklin Gothic has been used in many advertisements and headlines in new spapers.

mixed Visions Videos

To combine my Saudi vision & different cultural style in a new way

Credit: 1st Assistant Set Decorator Production Assistant Credit: 1st Assistant Production Design

Collaborations on Film Projects

Credit:

1st Assistant Set Decorator Production Assistant

Face on The Wall ( In Production - 2014) Department: Motion Pictures and Television Director: Rinkesh Patel Producer: Diya Guha and Rinkesh Patel

Collaborations on Film Projects

Credit: 1st Assistant Production Design Production Assistant

Welcome Home ( In Production- 2014) Department: Motion Pictures and Television Director: Hashem Ainousa Producer: Diya Guha and Hashem Ainousa

Collaborations on Film Projects

Credit: 1st Assistant Production Design Production Assistant

Welcome Home ( In Production- 2014) Department: Motion Pictures and Television Director: Hashem Ainousa Producer: Diya Guha and Hashem Ainousa

Cultural/conceptual videos

New Visions

Social/Cultural Campaigns To share experiences, get inspired and create a creative and unique path

The Messenger of Allah Mohamad peace be upon him,

Up coming ( When someneevents/in do a favour forProgress you, thank them , & if you can’t pray for them ) Thank you my instructor for being there for me, when I need you the most, I found the support, smile, and bride answer. You deserve to thank you because you are patient when I tried to explain my idea, to pitch my excution which is hard for you to understand because of various culture, vision, and understanable

#saythankUinstructor By: Rawan Abdulmajeed

BU

TASHKEEL “SHAPE”

Photographer,Chad Jenkins The idea based on Gemotric shapes which based on evey single thing in our life, It starts with a line and

1

Magazine cover

The Trivia Masters Be different by being out of the box.

Educate yourself by unexpected reaction

20

OUT OF THE BOX Spring Show Winners 2014

Mental Floss is an educated magazine that encourages people to think differently to find a solution for the experimental questions.

Print ad

The Trivia Masters

To show our mental and physical creativity in our life by different facial expressions or unexpected reactions which lead to a solution.

2 "When someone does a favor for you, thank them, and if you can’t thank them pray for them".

-The Messenger of Allah Mohamad peace be upon him We should all be thankful for what we have no matter how small. In accordance with the quote above we encourage all of us to be thankful for others who support us, help us, and push us to be something better than we are. Be thankful to your instructors, the ones that guide us toward our dreams. So join us to say thanks to our instructors for being around, for their unwavering support, for pushing each of us to be more than I believed I could be Join us today at

# saythankUinstructor

Poster/vedio

3

Hand&Craft Workshop Poster

TASHKEEL “SHAPE”

Tashkeell is a workshop to help you enjoying the moment while your working, using your talent in different ways, building your confidence, and create a new unique style and combine with the various cultures.

Love you mind, hand, will be gifted

By Rawan Abdulmajeed

4 BU

Taste Different Story

Taste Different

BU means Be Unique Being unique in thoughts will lead to a different road in an imaginative zone which makes the difference. Coming up with an idea, writing an imaginative story to create a new zone, then will see what will happen. It will be a new path/ method that people will follow. Be crazy to match your senses So leave a stamp for people to taste different at,

#BUISUB

BU

Taste Different

BU

Taste Different

BU

Taste Different

References

"If there is a will, there is a way"

I have had the privilege to get to know Rawan through many meetings discussing her work. She is an extremely passionate and hard working art director and her attention to detail in her design work is a gift.

Rawan would make a fine addition to any place she works.

Sincerely, Vincent Engel Director / Art Direction Rawan Abdulelah Abdulmajeed is one of our excellent student not just because of her grades but also because of her effort to gain experiences. English is not her native language and the American culture is different than hers but she challenges herself by building herself, improves her skill, works hard to learn other cultures, achieves her goal, accepts others opinion, and engages with instructors and students. She's one of our creative and unique Saudi student in our department. She doesn't accept failure unless she learned something from it, she nags a lot to win and get what she wants. Among all obstacles she found, she draws her goal and achieves it brightly and honorably. So it's my pleasure to have this student in my school by looking at her amazing work on school wall or by seeing her name in the award list in AAU Spring show and other competitions. She took the first place in The One Show Boot camp. Bronze award in AAU Spring Show. For every year, she has some work on wall. She also won in Young glory competition. Also, she is up to help and support others, critiques, and works with others, she has that quite confidence and imaginative designs with logic mind. She has so many creative drafts in her adventure and she is still working to gain more and creates a new drafts.

Mark Edward, Faculty / Copy Writing Rawan Abdulmajeed was my student in a graduate level writing class. She was very motivated to excel, and surprised me with her talent, thoughtfulness, and tenacity. Additionally and for other classes, she attended my writing workshop. Because she hardworking and creative, she improved tremendously. In her approach to her work, I notice that she is very eager to improve, very organized, attentive to detail and consistently careful. When she decides to do something, she nails it. With opportunity and direction, she creates wonderful things.

Best regards, Ellen Shakespeare Co Director

Rawan has been a student of mine over the course of the past 4 semesters at The School of Advertising at Academy of Art University. I have gotten to know her well as a student and as a person. I am impressed with Rawan’s growth of the last year. She is a hard worker with real creative talent and critical thinking. It is not unusual to find Rawan working long hours in the computer lab at the School of Advertising where I am faculty. Rawan Abdulmajeed is passionate about her education and career path. She is talented and can articulate concepts and ideas...and work well with others as part of a team. I recommend that she be given sincere consideration as a worthwhile, talented and hardworking student.

Sincerely, Lance Anderson Faculty / Art Direction

I had the pleasure of having Rawan as a student last term in an advanced concept development class.

Rawan was the kind of student that raises the bar for the entire class. Her work ethic and dedication to excellence inspired other students to work harder and expect more from themselves and from each other.

Like all students, Rawan grappled with obstacles to success. She never complained. In fact, it only made her work harder. Her desire to create work that is clear, compelling and fresh, drove her to develop many unique and heartfelt solutions and she constantly and immediately applied lessons learned from previous attempts. Rawan always offered insightful, helpful critiques of her fellow students work and was very open to comments that made her own work better. Because of her sharp intellect, raw talent and passion for excellence, I feel Rawan would be an asset to any endeavor she is part of.

Best, James Wojtowicz Faculty / Art Direction Rawan Abdulmajeed is a student in my advertising class at The Academy Art University. She has always been able to solve the assignments ,and meet deadlines in a creative manner. She has a very good grasp of english. She is also a very good illustrator & applies that medium to her work.

Regards, Rod Dyer Faculty / Art Direction

Rawan Abdulelah Abdulmajeed Graphic Designer & Art Director www.behance.net/ramajeed Raabdulmajeed@gmail.com 415 316 8437