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“A little nonsense, now and then, is relished by the wisest men” Roald Dahl

strategy / designAreej Khan

This is a portfolio of the campaign work I did while attending the Account Planning Bootcamp at Miami Ad School. There is a simple thought behind it: things – all things, can be seen very differently when viewed from a new angle. That’s why those images and that quote are on the cover: looking up and down, rather than straight forward. It talks about ambitions rather than simple objectives. And that’s why each project here tries to find a new, unique way in.

ContentsCase StudiesEA: Origin 2 Icebreak.er 6YouTube 10ResuméLife in a chart 14

EA: OriginThe Brief was to get four million male gamers between the ages of 12-34 to download the EA Origin software. Origin is a four month old online game distribution platform that’s still in beta. They had been getting negative press recently for a glitches in the software.

And The Truth We Found isPerfection is pursued, not born Kinks are a normal part of the development of any software. With a company as established as EA, there’s nowhere to go but up.

The Resistance isHaters gonna hate. Playas gonna play. Gamers are serious about their gaming. They invest a lot of time in staying on top of it, regularly checking gaming forums and blogs for updates, and voicing their feedback and opinions. They are very cautious and skeptical of newcomers.They also like to brag about their gaming stats and accomplishments whenever they get a chance.

So, our Ambition became to get these gamers to actually want to use the software and be friggin’ excited about what’s next.

A download is just a click and we all make thousands of those a day.

Planning Partner Stephanie Sheng

Art Director Jaime Fernandez

Copywriter Claire Meyers

EA: Origin 3

The Strategy

Origin i s ep ic in the making Gamers can watch us develop a masterpiece and actually be a part of making it better.

By embracing the complaints and inviting gamers to help us match our vision with theirs, we end up creating a gaming experience that exceeds just providing a service to being a lifestyle product.

These gamers are already online, posting about their games and services. We are not asking them to change their behavior but rather directing them to a new place where all their feedback and opinions will actually be applied to the product.

To do this right, we created B.I.O. (Beta Intelligence Operations) – an exclusive online network where we handpick hardcore gamers to share their feedback and be a part of the development of the software. The first 100 B.I.O. Testers are selected based on their current gaming stats, and those who contribute most are awarded with exclusive new game access and public recognition. The B.I.O. network will be open to all gamers two weeks after the launch of the network.

THE B.I.O. PORTAL

PRINT TEASERS

The portal will live behind the current Origin site and will be accessed by clicking on the B.I.O. button in the bottom right corner. Once users enter the site, a chart with all members and a live feed of all updates crediting each contributing user will be displayed.

The Creative

Mysterious, headlline-based ads will run with the launch of the site to generate hype among gamers.

Takeaway: A movement is starting in the gaming world. You could be a part of it.

EA: Origin 5

VIDEO TEASER

ONLINE BANNERS

Takeaway: B.I.O. is calling all gamers to join the force.

Takeaway: B.I.O. officers are knocking on hardcore gamers doors recruiting chosen ones for a very special operation. You could be next.

Icebreak.erThe Brief was to name and launch an online dating site specifically catered towards the children of the 80’s who have never used dating sites before.

The Resistance is It works but it’s not for mePeople who have never used dating sites believe that they work but don’t see themselves using them. They assume that people on them are either desperate, creepy, or looking for a hookup. They worry that they might be perceived similarly if they do use them. Another important facet of the stigma nonusers have is the belief that online dating implies an ‘inauthentic’, online relationship.

“Although it’s becoming much more widely used by my friends, there’s still

something that feels artificial about it.” 27/F/NY

Keeping it real is our ambition. We realized that even though we agree that an online dating site is a very convenient way to meet new people, we all have soft spots for real, raw first impressions. So our new challenge was to create a dating site that actually encouraged people to get out there and start interacting with people in person again.

Planning Partner Stephanie Sheng

Art Director Dan Read

Copywriter Claire Meyers

Icebreak.er 7

The Truths We Found are that

&

Meeting People is a BitchPeople in this age bracket have very busy lifestyles that put them in a ‘tuned-out’ state of mind when they actually do go out. They also have activity and location-based routines that limit their exposure to new people. Their increased online social activity has put them out of practice when it comes to in-person social interactions. They just get more and more awkward everyday.

Online meeting. Offline dating. Those who have used dating sites before see them as a meeting avenue and like to take the interactions offline within the first few messages.

The Strategy

Icebreak.er takes the sweat out of the gameQuick. Simple. Painless. We positioned it as an online meeting point that serves as a springboard into offline dating and named it Icebreak.er - because that’s exactly what it is. Two new features were added on to ensure our vision was seen through:

1. Limited characters and messages: to help take the interaction offline as soon as possible.

2. Meet-ups: Concerts, pub crawls, game nights…etc. organized in major cities based on users most common interests and are exclusive to them.

“It’s really just this entry point besides all these other avenues. Then you can meet really fast,

as you would meet someone at a bar and say ‘oh I’m really tired let’s just meet for a beer/coffee

tomorrow’. It’s exactly the same. ” 24/M/SF

“When you feel like you are being a creep, you will be perceived as a creep.”

31/M/SF

PRINT, OOHSet in all the unrealistic places and situations people secretly fantasize about meeting others (where all the movies tell you it will happen.)

For him

In the weight room at the gym At the bar he hits up with the boys on Thursdays

For her

On a shopping cart at her favorite super market In the bus on her way to work

The Creative

Takeaway: Meeting people is not as easy as you wish it was. Icebreak.er makes it easier.

Icebreak.er 9

MEET-UPS

COASTERS

ICEBREAK.ERTHE REAL WAY TO PLAY

WHEN WAS THE LAST TIME YOU JUST WENT FOR IT?

NAME

NUMBER

YouTubeThe Brief was to develop a campaign to increase time spent on YouTube among YFFM’s (Young, Facebook Friendly Moms) from 9.5 mins per visit to 12 mins per visit.

The Resistance Kids on YouTube = Funny entertainment for allUnfortunately, YouTube has become exclusively associated with funny and entertaining videos when it comes to kids. Most videos moms now upload are made for that purpose. They are staged and shared with the intention of gaining recognition or fame. It is also seen as a completely public domain and a lot of moms have privacy concerns when it comes to putting their families out there.

Watching more videos just wasn’t enough for us. We wanted to increase brand loyalty and give YouTube a vital role in these YFFM’s lives. So we thought of all the family rituals we had as kids and the role video played in them…Do you remember gathering around the TV to watch home videos? Do you remember laughing, feeling embarrassed or upset, or simply missing those moments? Unfortunately, that barely ever happens anymore. Our ambition became to bring back the notion of family videos and the ritual of sharing them.

What good is 2.5 more minutes if they are going to watch and share through Facebook anyway

Planning Partner Stephanie Sheng

Art Director Jaime Fernandez

Copywriter Claire Meyers

YouTube 11

The Truths We Found are thatFamilies have gone globalThese days the average family is spread out across the globe. Everyday, it gets easier and in a lot of cases more practical to leave ‘home’. Families are now less closely knit and family rituals, like gathering around the TV to watch home videos, are becoming less and less common.

A picture is worth a thousand words and a video is thousands of pictures strung togetherThe most popular way for these moms to keep their family and friends up to date on their new lives is through Facebook and email. They use them to post photos and updates of their kids. The problem with this is that those precious moments and photos get lost in the clutter of

The Strategy

YouTube helps preserve your family memoriesYour life is worth cherishing And it’s not just about the life you are now creating with your kids, it’s about the life and rituals you had as a child.

YouTube recognizes this drift away from physically close families and the traditional family rituals that used to exist. We are showing these moms another side of YouTube by encouraging them to start their own family channels and repositioning it as a vault for them to store, organize and share their memories.

newsfeeds and inboxes. They become more fleeting and less cherished.

Another problem is that photos do not capture the full context of a memory and they shut out the person taking them. Though there is a video sharing option on Facebook, it is not as popular as photo sharing because the interface is not as user friendly and there is no video category on the current profile. Making videos on Facebook really hard to find and refer back to.

So while this technology provides a convenient way to stay connected, the experience of sharing through email and Facebook is missing the fully cohesive memory and storytelling experience that home videos used to provide.

PRINT, OOH

INTERACTIVE MAGAZINE AD

Close-up photos that capture just the beginnings of all the priceless things kids do and say.

You will be able to watch a video of the complete memory once you tap the play button.

The Creative

Takeaway: Nothing tells the full story better than a video and YouTube is the best place to share it.

YouTube 13

VIDEO

Takeaway: A family channel on YouTube is the modern version of the ritual you grew up with.

Old home video of little girl playing on a swing

We see her filming on her smartphone

Transition into a family member watching the video on his computer

Transition into similar scene today where the little girl is now the mother at the park with her daughter

She uploads the video onto her YouTube Family Channel

Over the shoulder pan to reveal the YouTube Family Channel

BA Graphic DesignDar Al-Hekma College

MFA Designer as AuthorSchool of Visual Arts

AccountPlanningBootcampMiamiAdSchool

Graphic DesignInternFullStop Advertising

PhotographerBritish Council - Connecting Futures Program

Jr Art DirectorPromoseven - McCann Erickson

EditorCRIT Design Blog - SVA

Sr Brand DesignerRayat Brands

Sr Brand Designer (Online)Rayat Brands

Lecturer (Design History + Branding)Dar Al-Hekma College

DesignerWANT Branding

Graphic D

esign

Advertising

Photography

Art D

irection

Video Production

Branding

Anim

ation

Strategy

Riyadh,Saudi Arabia

Jeddah,Saudi Arabia

New York,New York

Jeddah,Saudi Arabia

San Francisco,California

Willy Wonka & The Chocolate Factory and the concept of worlds of pure imagination

Memorizing song lyrics on first listen because my sister would dress me up and make me lip sync to 80’s tunes when her friends came over. Back then, I thought it was cool

Stephen King and scary movies that made me stop taking bubble baths and always check the closet when I walk into my room

Designing everything on a trackpad because they were pretty pricy for my student budget when I first got into design and now, almost 10 years late, it’s just too late to switch over

People watching because growing up in Saudi was so...fascinating

Printmaking because it makes everything that much more precious

Dancing with my hands because I love to dance but most of my time is spent at a desk. It is the next best thing

Spoken Word because I’d never seen such genuine, raw emotion openly displayed by anyone till I experienced it

Bookmaking give me a bone folder and some jade glue and I’ll make a book about anything

Shoemaking because I believe in doing what you love

Wandered

YEA

RC

AR

EERED

UC

AT

ION

PRO

FESSION

AL

INT

EREST

SR

AN

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2011201020092007 2008200620052004200320021985

Life in a chart

Resumé 15

BA Graphic DesignDar Al-Hekma College

MFA Designer as AuthorSchool of Visual Arts

AccountPlanningBootcampMiamiAdSchool

Graphic DesignInternFullStop Advertising

PhotographerBritish Council - Connecting Futures Program

Jr Art DirectorPromoseven - McCann Erickson

EditorCRIT Design Blog - SVA

Sr Brand DesignerRayat Brands

Sr Brand Designer (Online)Rayat Brands

Lecturer (Design History + Branding)Dar Al-Hekma College

DesignerWANT Branding

Graphic D

esign

Advertising

Photography

Art D

irection

Video Production

Branding

Anim

ation

Strategy

Riyadh,Saudi Arabia

Jeddah,Saudi Arabia

New York,New York

Jeddah,Saudi Arabia

San Francisco,California

Willy Wonka & The Chocolate Factory and the concept of worlds of pure imagination

Memorizing song lyrics on first listen because my sister would dress me up and make me lip sync to 80’s tunes when her friends came over. Back then, I thought it was cool

Stephen King and scary movies that made me stop taking bubble baths and always check the closet when I walk into my room

Designing everything on a trackpad because they were pretty pricy for my student budget when I first got into design and now, almost 10 years late, it’s just too late to switch over

People watching because growing up in Saudi was so...fascinating

Printmaking because it makes everything that much more precious

Dancing with my hands because I love to dance but most of my time is spent at a desk. It is the next best thing

Spoken Word because I’d never seen such genuine, raw emotion openly displayed by anyone till I experienced it

Bookmaking give me a bone folder and some jade glue and I’ll make a book about anything

Shoemaking because I believe in doing what you love

Wandered

YEA

RC

AR

EERED

UC

AT

ION

PRO

FESSION

AL

INT

EREST

SR

AN

DO

M SK

ILLS AN

D IN

TER

ESTS

2011201020092007 2008200620052004200320021985

Thank you! Hire me9 1 7 . 2 5 7 . 5 4 6 6areejak@gmail .com

you are the world