Issuu on Google+

SCOTT BARROWS COPYWRITER


PRINT The Dylan

The guitar that a musician uses tells a lot about them, as does their hairstyle, their clothing, and the style of music they play. Fender’s print advertising shows how famous guitarists identified themselves through the guitars they played.

The Esquire Everything from a musician’s hairstyle to the pick they use is a statement. It’s a statment of identity. And your identity is a reflection of the music you play. Whether its rock or reggae, punk or pop, a Fender guitar can make all the difference in how your image is perceived. And in the end, perception is everything. Isn’t it?

Identify Yourself. 2


The Hendrix

The Stratocaster

3

The Springsteen

The Esquire

Everything from a musician’s hairstyle to the pick they use is a statement. It’s a statment of identity. And your identity is a reflection of the music you play. Whether its rock or reggae, punk or pop, a Fender guitar can make all the difference in how your image is perceived. And in the end, perception is everything. Isn’t it?

Everything from a musician’s hairstyle to the pick they use is a statement. It’s a statment of identity. And your identity is a reflection of the music you play. Whether its rock or reggae, punk or pop, a Fender guitar can make all the difference in how your image is perceived. And in the end, perception is everything. Isn’t it?

Identify Yourself.

Identify Yourself.


DIGITAL

Fender’s website allows musicians to either record or upload a song. The “Fender Finder” technology will match the style of music to the perfect guitar.

Similarly, Fender’s iPad app features a digital guitar that allows musicians to play as if it was a real guitar. “Fender Finder” technology will then match the recording to the perfect guitar.

4


DIGITAL

This iPad application is an extension of Heineken’s effort to curb drunk driving. It aims to help a group of “mates” choose their driver before a night out.

5


PRINT

Game of Thrones is a hit television show from HBO, entering its third season. The purpose of this campaign is not only to notify fans of the show’s return date, but to attract new fans to the show as well.

6


7


DIGITAL

8


GUERILLA

Title: Campout for a Cause Objectives: ss of outdoor products • Prove the durability and effectivene in severe weather ially espec tents, and ts jacke as such conditions. Strategy: in cold weathered • Use colleges and other open parks of these products ties quali the te nstra demo to ons locati out. through a camp in order to help improve the • Align the event with a good cause Face. brand identity of The North Execution: on a cold winter night, teams • Beginning at approximately 7 PM heavy North Face clothing both ve receie of two volunteers will and a tent. their quarters for the weekend. • They will then proceed to live in they will collect clothing end week the of e cours the g • Durin , and earn money based ileged rpriv unde the for and supplies family. and s friend from on pledged amounts goods and money will • The team with the most collected The North Face. win a specified amount of money from of goods and nt amou the h matc also will any The comp ted to the dona be to s team the from ted money collec underprivileged.

9


PRINT

RayBans are a symbol of status, and for good reason. Whether you are a celebrity or not, when you wear a pair of RayBans people tend to follow you. This campaign shows the power of a pair of RayBans.

10


11


One-Off

12


SCOTT KENNEDY BARROWS Experience Copywriting Intern, Avrett Free Ginsberg

5.12 - 8.12

-Instituted social media presence for brands such as Purina, Dramamine, BC and Goody’s and maintained accounts throught the summer - Performed miscellaneous copywriting and design tasks for said brands

Creative Execution, EdVenture Competition

9.11 - 11.11

- Developed an integrated campaign for the 2011 Chevy Sonic

S.I. Newhouse School of Public Communications, Syracuse University

-Entered into a competition against schools across the nation

Portfolio Development, Advertising 401, 421 & 431 - Created campaigns for different brands across multiple mediums

9.11 - Present

- Received guidance from multiple professional copywriters and designers

Ad Planning Intern, Ferrara & Company

- Conducted competitive analyses, media reviews, and other miscellaneous tasks for popular brands such as Allegra, Arm & Hammer, and Heinz

5.11-8.11

9.09 – 12.11

Ad Planning, Advertising 207

9.10 - 12.10

- Extensive work in developing creative briefs and situation analyses for a variety of different brands and products

13

- Bachelor of Science in Advertising, May 2013 - Minor: Entrepreneurship and Emerging Enterprises - Dean’s List - Current GPA: 3.6

Skills - Adobe Photoshop, InDesign, and Illustrator, Microsoft Office, and MRI +

Advertising Representative, TNH Advertising Agency - Developed situation analysis and corporate identity for the Agency - Developed on-campus guerilla marketing campaign for Betterfly.com

Education


Scott Barrows Portfolio