Shoebox June

selected works I wish I could tell you that I' d wear different hats for you. But, truth is, I only own one hat& never wear it.

shoebox june

cole haan: pretty, and secretly like standing on clouds.

bc footwear: even more comfortable after being broken in.

boutique 9 (left) and nine west (right): minor design imperfections that hinder walking on uneven surfaces.

I do, however, wear many different shoes.

I do, however, wear many different shoes.

INTRODUCTION

ACTIVIA

ILOVETYPOGR APHY

ACCESS FUND

DENMARK

PETA: R ACEHORSE

ALASK A

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0table of contents: sometimes shortened to simply contents; an organized list of parts in a publication.

full named.o.b.websitee-mailphone

%’s

Shou June Lin

October 8, 1987 10:14pm

http://www.shoeboxjune.com/

[email protected]

415.867.3416

50% lef t brain, 50% right brain

99% thinking, 1% sleeping

100% work, 100% play

social scientist

writer-designer

me

fine artist

introduc tionHello!

0

facts & statistics: two things to be taken with a grain of salt, both informative, but neither the big picture.

venn diagram: conceived by John Venn around 1880, used to illustrate set relationships.

definitions are often inadequate. They do help us understand,

learn, and explain things to each other. However, defining myself as

either an art director or a copywriter feels confining and incomplete.

I, instead, choose to define myself as a unique combination of social

scientist, fine artist, and writer-designer. However, that also does not

fully encapsulate my identity as a creative or as a person.

I am and will always be a student, a teacher, and a collaborator. I am

and will always be curious, enthusiastic, and receptive. And above

all, I am and will always be defined by more than one title.

autobiography: about the life of the author, who is sometimes an unreliable narrator

five ten: brand of the brave, now owned by Adidas; for climbing.

la sportiva: innovation with passion; for climbing.

introduc tionAutobiography

ac ti v i aTreat Yourself

the challenge: encourage active individuals to have Activia yogurt instead of sweets.

worked on RESEARCH

CONCEPT DEVELOPMENT

ART DIRECTION

WRITING

1

the need: as snacks and sweets become more popular, healthy

choices starts to fall by the wayside for those who crave a snack.

the insight: we give into cravings, regardless of whether we should

or shouldn't. the concept: to show that we can satisfy cravings in

a healthy way. the execution: an integrated campaign that shows

how we can satisfy cravings in a healthy way. mandatories: the

Activia logo.

We give into cravings unless convinced otherwise.

ac ti v i aThe Brief

onlinesquare (250 × 250)

ac ti v i aBanner Ads

printnewspaper placements

ac ti v i aPrint Ads

ilov et y pogr a ph yA Study

the challenge: to inspire others to learn more about typography.

courseinstructor

worked on

ADV 800: CREATIVE CONCEPTS

STEVE "SPAZ" WILLIAMS

RESEARCH

CONCEPT DEVELOPMENT

DRAWING

WRITING

2

the need: with the proliferation of desktop publishing, nearly

anyone has access to a myriad of fonts, but without any formal

knowledge or training, they often break fundamental rules of

typography. the insight: sometimes all it takes to intrigue people

is exposure. the execution: a newspaper that chronicles one

person's study of typography—however they choose to pursue it.

mandatories: ilovetypography.com website and badge.

Writing is also an act of constructing letterforms.

ilov et y pogr a ph yThe Brief

publicationnewspaper (11" × 17")

ilov et y pogr a ph yPublication

access f u ndProtecting Climbing

the challenge: encourage involvement and increase awareness.

worked on RESEARCH

CONCEPT DEVELOPMENT

ART DIRECTION

WRITING

3

ACCESSFUND

the need: as climbing becomes more popular, the sport begins to

leave a mark on the environment. In addition, budget cuts often

target the maintenance of national parks first. Climbers need to be

a part of an organization that helps preserve their beloved sport.

the insight: people don't realize how important something is

until they don't have it anymore. the concept: to remind climbers

how important natural parks (and the classic climbs in them) are to

their sport. the execution: a series of ads in climbing magazines.

mandatories: Access Fund logo and website.

Limiting access to the classics would be devastating.

access f u ndThe Brief

printsingle page

access f u ndPrint Ads

denm a r kThe Happiest Place in the World

the challenge: entice Americans into considering a move to Denmark.

courseinstructor

worked on

ADV 621: ADVANCED COPYWRITING TECHNIQUES

ELLEN SHAKESPEARE

RESEARCH

WRITING

4

the need: the Danish understand happiness as contentedness,

we would like to encourage more national intellectual curiosity

by enticing smart, driven Americans to move to Denmark. the

insight: happiness is very different for different people and there is

a correlation between their conception of happiness and where they

live. the concept: happiness can be learned and can be more than

the material success of the "American Dream." the execution:

a series of mini-biographies of everyday, happy Danish people.

mandatories: denmark.dk.

Happiness is learned.

denm a r kThe Brief

denm a r kRadio Spots

radio

narrator: It’s morning. A man rubs his eyes, pulls his robe on,

and slips his feet into his bunny slippers. He makes himself a cup of

steaming hot tea and walks outside to retrieve his morning paper.

When he notices that his neighbor’s dog has used his front lawn as

a dumping ground again, he makes a mental note to clean it up after

work. His annoyance fades when he’s back inside, sipping his cup

of tea and perusing his favorite section: the comics. Now it’s off to

collect the garbage. He wonders what the baker along his route has

in store for him today.

Visit www.denmark.dk for more about Denmark. Re-learn

happiness.

The Garbage Collectortrt: 45 seconds

narrator: It’s late afternoon. A young man hammers away at a

reluctant nail until it is buried deep within the cherry-colored wood.

He wipes the sweat from his brow and admires his work. The master

carpenter comes over to see how he’s done. The shelves are perfectly

parallel and evenly spaced and the whole thing feels solid. But there’s

a small crack that’s formed from the last nail: damn, he’d split the

wood. Still, he feels accomplished for building something for the first

time today. He’ll be on his way home soon to his new puppy who

will happily slobber kisses all over his face.


happiness.

The Carpenter's Apprenticetrt: 45 seconds

narrator: It’s midday. A woman pushes her daughter in a stroller

towards her favorite café. She smiles when she smells the coffee.

She kneels to give her baby girl a kiss and leaves her outside in

the stroller, away from the noisy coffee grinder. After ordering her

favorite coffee and taking the ceramic cup and coaster outside to

rejoin her daughter, she finds an empty bench for them and sips her

drink. She nearly spits it out in surprise. They messed up her order.

She sets the coffee aside and notices a figure approaching them. Her

father has come to join them for lunch. Her smile widens and her

daughter giggles and claps her hands.


happiness.

A Mother and a Daughtertrt: 45 seconds

peta: r acehorseAwareness for Athletes

the challenge: awareness of the horrors of the thoroughbred horseracing industry.

worked on RESEARCH

CONCEPT DEVELOPMENT

ART DIRECTION

WRITING

5

the need: behind the romanticized façade of thoroughbred

horseracing is a world of injuries, drug abuse, gruesome

breakdowns and slaughter. the insight: horses are athletes who

earn millions of dollars, and should be treated as such beyond their

racing careers. the concept: to encourage an emotional response

through newspaper-style copy. the execution: a series of ads with

longer copy. mandatories: PETA logo.

Racehorses are athletes.

peta: r acehorseThe Brief

printsingle page

peta: r acehorsePrint Ads

the finish line: A bitter victory

Using technology originally intended for humans, his surgeon performed a fusion of the fetlock and pastern joints to stabilize the leg. His owners report that he woke from the anesthesia calmly and trotted easily to his stall. They say he even seemed interested in some of the mares. However, while his

owners are hopeful, his surgeon still only gives him a 50-50 chance of survival. He remains concerned about the horse’s ability to support his own weight on only three of his limbs.

By The Racehorse InitiativePEOPLE FOR THE ETHICAL TREATMENT OF ANIMALS

The champion of our latest race, who slid to the finish after shattering his hind leg in numerous places, has undergone surgery.

The PETA Racehorse Initiative supports humanity in horse racing. Learn more at www.peta.org/racehorse.

The rest of the competitors forgotten, the crowd quieted to hushed whispers and few cared that the photo finish revealed our winner by a nose. While there is no official statement from the owners on the extent of the injuries, horses cannot live on three legs in humane conditions. The owners also have

yet to comment on what their next steps are to rehabilitate or retire their prized athletes.



In an unprecedented turn of events, both the winning horse and the runner-up went crashing to the track immediately after crossing the finish line, throwing their jockeys from their saddles.

at the races: Tragedy wins

He broke from the gates first, but as soon as the rest of the field began to

challenge his position, he pushed himself harder and harder and eventually collapsed on the track just short of the finish line. The eventual winner of the race broke the previously held record for the fastest finish. His trainer says he has developed bucked shins. Nearly 90% of two-year-olds develop bucked shins, and some accept it as simply a part of the maturity process. The owners have stated that their primary concern is their athlete’s health and not his racing ability.



The two-year old colt who was previously named “Horse of the Year” failed to finish the race today.

horse of the year: Reign Ends

a l a sk aThe Last Frontier

the challenge: encourage 20 - 30 year olds to embark on a classic American road trip across the spectacular Alaskan landscape.

courseinstructor

worked on

ADV 604: ART DIRECTION

SHANE MCGUIRE

ART DIRECTION

DESIGN

RESEARCH

WRITING

6

a l a sk aThe Brief

the need: the vast majority of visitors choose to tour Alaska by

cruise, thereby missing many small towns and destinations that can

only be reached by driving. the insight: road trips, especially long

ones through “the last frontier” of Alaska, can be dangerous. They

never go quite according to plan and you have to be prepared for

the unexpected. It’s a daunting task. the concept: ease the process

of planning, preparing for, and driving an Alaskan road trip. the

execution: a series of ads that would direct people to a microsite

with themed cd mixtapes for the road trip. mandatories: the

TravelAlaska.com logo and web address.

An epic Alaskan road trip needs an equally epic mixtape.

printhalf page

a l a sk aPrint Ads

microsite

a l a sk aMicrosite

mixtapesuser-generated playlists burned onto CDs that look like vinyl records

a l a sk aMixtapes

immerse yourself in the joy of forever developingbut remember to create things along the way:

sparkles: to dress up any outfit I own.

peeptoe: the sturdiest stilettos I have.

booties: made of leather, comfortable in cold weather.

sneakers: do not get taken out as often as they would like.

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Shoebox June