My 2017 AWARD School Portfolio
The below work is what I submitted to all my briefs for the 12 week AWARD (Australian Writers and Art Directors) creative course. A lot of the work are screenshots from my hand drawn portfolio, so it may need to be viewed on desktop.
The rules were quite simple - hand drawn images only, black and white only, one week per brief.
Poster brief: TAP WATER
Proposition: Tap Water is the best thing you can drink
Activation brief: TOYOTA HILUX
Proposition: The toughest ute out there
Radio brief: ELECTROLUX VACUUM
Proposition: The quietest vacuum cleaner
The idea: UNDETECTABLY QUIET - the things you do at home when you think you're alone
TV brief: iiNet Broadband
Proposition: With unlimited high speed data, there's no limit to what you can do
Open brief - Completely open to write the strategy, brief and then execute it.
The brief, the idea, the execution:
Integrated brief: AUSTRALIAN MADE
Proposition: Buy Australian to support Australians
The idea: MATES RATES ON MAY 8TH - Australian Made puts a new day on the calendar to buy Aussie.
Digital brief: SCOOT AIRLINES
Proposition: See the world on your budget
Non-traditional advertising brief: MARRIAGE EQUALITY
Proposition: Marriage equality is good for Australia
The idea: THE BOOK OF TWO STORIES - A book about marriage equality, disguised as a travel guide.
In May 2016, I entered the 'AWARD at Semi-Permanent' competition. The rules were that from the below brief, we had to submit a single image to judges - from which they would shortlist 5 finalists to develop their ideas in a one-day workshop and present to the actual client.
I responded to the below brief along with 48 others, and was then shortlisted to the top 5.
Billboard brief: TOYOTA HILUX
Proposition: Nothing stops a Hilux
Audience: Women who work in male dominated industries (tradies, mining, construction)
Where things then got interesting, is that from those top 5, only one of us would get chosen to get a free scholarship to AWARD school 2017.
So in a 5 hour session, I took the above concept and developed it into something to present to the actual Toyota client.
To bring this idea to life, I decided to not develop a lot more executions, but a creative platform from which executions could come from.
The platform is called:
This platform allows Toyota to celebrate real girls that defy convention, making them as unbreakable as a Hilux.
Content is where this idea lives. So from that platform falls digital and print content of the stories of Unbreakable Girls. This content can then be distilled down to a billboard (as per original concept), a TVC, and even a social campaign of content stories that can extend to user-generated-content.
I presented this as three possible story layouts that cover a wide spectrum. the stories were:
The empower women to break boundaries, and to inspire everyone.
I got the scholarship.