jack morton packet
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Jack Morton 1-day camp packetTRANSCRIPT
A tapestry of culture and experience make me who i am.
I’ve won art student of the yearI’ve won Math student of the year
I’ve fallen flat on my face several times a year. And that deserves an award.
because getting back up with unyielding optimism is the greatest feat.
Meet Hyder.
i’m an AFGHAN-indian-american-philadephian-Virginian.
and i love it because i’ve absorbed cultures that seem so diametrically opposed.
I’ve learned that people have varying values, but at the core, it’s all the same:
We want security, within and around us.
WHAT I A
M
I travel every day
in my mind i go miles & miles
I love glow-ey thingies!
My mom was a little crazy.But it made me creative.
Jeff Buckley love always
I celebrate every damn thing that I can find to be happy about
even if i feel like sh**
My heart is crushed. And this is the f ifth time. But I still believe in love. Or at least a great kiss.
Nature
PoliticsCo
ncer
ts
Stre
et c
hic
“To be nobody but
yourself in a world
that's doing its best
to make you
somebody else, is to
fight the hardest
battle you are ever
going to fight. Never
stop fighting.”
i’d rather die than see trees die
Laughing is Breathing
1 - Sell the consumer’s values.2 - Be the Purple Cow.3 - Shopping = experience4 - Brand = lifestyle
Decorating is catharsis
= Jo
y Di
visio
n
WHAT I LIK
E
The best ideas are of ten p roduced by encourag ing unabashed bra insto rming . A co lo r fu l chaos i s generated
and w i th in i t , o f ten l ies g reatness .I f the p rocess i s nu r tu red , and p ieces are po l i shed and
na i led together w i th s t rong rat iona le , a beaut i fu l p roduct can emerge .
T rans lat ion : I feed the c reat ive maels t rom, but I a l sofocus i t by d iagramming team thoughts and bu i ld ing
v iab le s t rategy so we end up w i th a de l i ve rab le p roduct .I d i rect shap ing c reat ive p ieces and meld them
together in to a s t ructu re .
I generate and synthes i ze .
Th i s i s what I do best .
WHAT I D
O
BLACKBELT GRASSHOPPER
Before you see the icon, the name of the brand, and before any words are spoken, you already know that it’s a Target AD. Their signature is so distinct that a box has been created in your mind specifically for
the brand. The United Colors of Benetton of yesteryear did this. You knew it was Benneton just from the
style of photography and art direction. Their work styling, irreverent, and meaningful. Now, you can’t
tell it apart from GAP. They need to start signing their name in bold ink again.
Target is a lifestyle brand for the saavy, tasteful customer. You find useful and sexy items. It is like Walmart with a velvet carpet. Target was a game-changer in the department store scene. You can be
practical and stylish, without compromising either quality. If someone says “it looks like it’s from
Target,” most would immediately have a clear picture in their mind of the Target “category.” On the other
hand, UCB is borderline generic. When you say, “Benetton shirt” it should be distinct from its competitors.
“It’s not about price, it’s about value.” Target relays this clearly in its ads, in-store experience, and in through the products themselves. It is echoing what its customers are thinking at their core. UCB
does not even seem to have a voice anymore. Whereas before their voice was bold and unafraid and their
language was like a svelte genius, it is just about mute at this point. They need to learn how to speak
again.
In the show that is Target - the advertising and product choice - Target is a lead character. If you could write it into a play, it would be a distinct character with a strong personality that you would remember.
If UCB was a character, it would be forgotten and drown within its own play. Simply put, UCB must
develop a distinct and unique brand personality. Not all brands can do this, but they have the history and
potential to do so.
I
II
III
IV
Art direction is signature TARGET
Forged its own category
Speaks the language
Star of their play
BRAND LESSO
NS
TARGET TEACHES UNITED COLORS OF BENETTON
WHAT I’V
E DONE