YEAR
2017
DELIVERABLES
Integrated Campaign
Styleguide
Website
Photography
Social Content
Print + Posters
Experiential / Event
ROLE
Creative Direction
Photography
Design
Illustration
Animation
Event Planning
Copy
Production
Sponsorships
Event Design
How do we unite an ad community as diverse as Portland’s? With class.
After the divisive election of 2016, much of our community was in shock, us included. Resisting the temptation to go negative we a new voice and campaign that could unite and inspire Portland’s opinionated and diverse ad community to participate in the Portland Ad Fed’s 67th annual Rosey awards. Inspired by old yearbooks and shared rites of passage, we created The Class of 2017.
Photography
Rounding up whatever volunteers we could, we shot portraits, yearbook style, in studio, with a variety of cameras, outfits, and props.
Process
In many parts of the country the shoot photography would be sufficient. Retouch the photos, write the headlines, and deliver the ads. Portland, however, has a different vibe. It’s hand crafted, scrappy, a bit rough, but always passionate and colorful. We wanted that spirit to come through in the work so we went analog. With prints of the portraits in hand, we grabbed our scissors, knives, and markers and got to work combining the photos with vintage ephemera, regional maps, and doodles. We scanned the results, added subtle animations, wrote copy, and sent them into the wild.
Release
The campaign was launched via social media and email marketing,
and digital banners with the goal of driving traffic to our redesigned RoseyAwards.com site where folks could submit work, buy tickets, or vote for the people’s choice Rosey award.
Event
The event venue was huge. With only a couple weeks until the show we set to work creating spaces based on our theme. The night was filled with food, booze, awards, and rad music. Good times were had by all.
Classroom - desks, colored pencils, coloring pages, syllabus
Bleachers - Set up as an interactive photo booth with a wall that everyone doodled on, yearbook style.
Basement - Bean bag chairs, couches, old video games, etc
Counselor’s Office - We hired two “counselors” to give tarot readings for attendees that wanted a little guidance.
Photographers - Ivy Augusta, Jeremy Pair
