creative lead + marketing strategist Pamela Vitale

creative lead + marketing strategist

Pamela Vitale’s passion for brand storytelling, combined with the ability to ideate, problem solve and creative direct has allowed her to work for multiple agencies and startups in advertising, entertainment and high-end media in the USA & Europe. Having a solid foundation in brands, media and marketing, Pamela spent time in the trenches developing break-through, brand-building concepts as a Marketing Strate-gist. She keeps her focus on emerging trends and harbors the ability to translate the zeitgeist into fresh approaches and ideas as a Creative Lead. She is the founder of XYEYE and creator of XYEYE_storyFormula, the goal being to service the needs of immersive storytelling and branded entertainment.

Discovery Channel, Facebook, The Body Shop, Jose Cuervo

Pamela Vitale

HOW I PLAY

After multiple years working in advertising and in traditional and new media sectors as a creative lead in multiple capacities, I decided to create a “story formula.”

The idea was to add new qualities to brain-storming, brand storytelling & strategy, not only to make it more fun but to make it truly compre-hensive.

XYEYE_storyFormula: A multi-dimensional, collaborative mapping and storytelling method usable for processes far beyond just Branding, Marketing and Media Strategy.

STORY ARC

PRODUCTION

EVAL / EVOLVE

INGENUITY Mapping

IMMERSION Mapping

WTSJ (What’s the STORY Jerry?)

MEDIA UNITY

Why?

A Deeper Understanding

Review. Reimagine. Reapply.

Campaign Launch

the XYEYE_storyFormula:

INSPiRE

HOLISTIC REVIEW

THE PLAN

THE PEOPLE

GAMIFICATION

TOTAL UX

Pelligrosso Tequila CREATIVE LEAD & CROSS-MEDIA STRATEGIST for MKGT INC 2013

I worked on team as a creative consultant to develop a “Launch Plan” which consisted of research, brainstorming, concept writing, brand story telling & arc and media strategy.

For the pitch campaign we created a local, regional and national social & cross-media concept, strategic engagement plan and program strategy.

COAST TOO COAST CREW:Allowing for a national position of brand recognition and high levels of social currency, co-branding, cross media strategies and cross cultural HABITUAL RITUALS.

REGIONAL CREW: Brand recognition and social currency allowing for in-store, social, cultural, event based promoting regional styles, sports, contest and RITUALS.

LOCAL CREW: TOWN, CITY & STATE WIDE: promoting local culture, styles, contest, sports, events and RITUALS.

NEXT STOP THE WORLD

CIRCLING THE GIANT FIRE PIT RITUAL CHALLENGE: A LOCAL, REGIONAL, NATIONAL GROWTH CAMPAIGNEMBRACE THE UNKNOWN:

COAST TOO COAST CREW:Allowing for a national position of brand recognition and high levels of social currency, co-branding, cross media strategies and cross cultural HABITUAL RITUALS.

REGIONAL CREW: Brand recognition and social currency allowing for in-store, social, cultural, event based promoting regional styles, sports, contest and RITUALS.

LOCAL CREW: TOWN, CITY & STATE WIDE: promoting local culture, styles, contest, sports, events and RITUALS.

NEXT STOP THE WORLD

CIRCLING THE GIANT FIRE PIT RITUAL CHALLENGE: A LOCAL, REGIONAL, NATIONAL GROWTH CAMPAIGNEMBRACE THE UNKNOWN:

COAST TOO COAST CREW:Allowing for a national position of brand recognition and high levels of social currency, co-branding, cross media strategies and cross cultural HABITUAL RITUALS.

REGIONAL CREW: Brand recognition and social currency allowing for in-store, social, cultural, event based promoting regional styles, sports, contest and RITUALS.

LOCAL CREW: TOWN, CITY & STATE WIDE: promoting local culture, styles, contest, sports, events and RITUALS.

NEXT STOP THE WORLD

CIRCLING THE GIANT FIRE PIT RITUAL CHALLENGE: A LOCAL, REGIONAL, NATIONAL GROWTH CAMPAIGNEMBRACE THE UNKNOWN:

Crewof 3

Crew of 12

Crewof 4

Crew of 24

BARTENDER

Ask bartender for "Ritual with ShotBoard"

ShotBoard : hanging aloft over bar horizontally; bartender has ownership

Crew of 6

There's a call out for all crews to group together in bar, including socially. (Foursquare)

Entire challenge is on Instagram and Vine including social voting.

Ask the crew to choose their ring leader to take on the Ritual or their social crew.

Each crew chooses that person via live or social media voting. That person becomes the crew lead on multiple levels of contest / gaming.

This lead has to ask formally for the Ritual Shot Fire Pit or ShotBoard at the bar.

OR

Crew ring leader Crew ring leader

Each crew of 6 or 12 must offer 1 or 2 strangers in the bar shots and ask them to join crew (this promotes community, social cred, photos via instagram and video via Vine content growth). The larger your crew gets via live and social the larger the Fire Shot Pit receives. You can have up to 25 shot glasses in a pit. Reaching this level gets you; free shots, products and access to other contest or online content.

ALLOWING FOR LOCAL, REGIONAL AND NATIONAL GROWTH AND BRAND EMPOWERMENT.

Brand Referee - instigator : (branded or stealth branded)

always available to assist or take over

Shot Fire Pit

CIRCLING THE GIANT FIRE PIT RITUAL CHALLENGE: A LOCAL, REGIONAL, NATIONAL GROWTH CAMPAIGNEMBRACE THE UNKNOWN:

Brand Referee - instigator : (branded or stealth branded)

Ask bartender for "Ritual Shot Fire Pit"

COAST TOO COAST CREW:Allowing for a national position of brand recognition and high levels of social currency, co-branding, cross media strategies and cross cultural HABITUAL RITUALS.

REGIONAL CREW: Brand recognition and social currency allowing for in-store, social, cultural, event based promoting regional styles, sports, contest and RITUALS.

LOCAL CREW: TOWN, CITY & STATE WIDE: promoting local culture, styles, contest, sports, events and RITUALS.

LOCAL CREW: LOCAL CREW:

NEXT STOP THE WORLD

CIRCLING THE GIANT FIRE PIT RITUAL CHALLENGE: A LOCAL, REGIONAL, NATIONAL GROWTH CAMPAIGNEMBRACE THE UNKNOWN:

Jose Cuervo Brand Renewal CREATIVE LEAD & BRAND MARKETING STRATEGIST for MKGT INC 2012

I helped secure Jose Cuervo as a client by developing a total brand repositioning – with a focus on Brand Story Telling, Marketing, Cross-Media Strategy & Planning initiative.

TheBodyShop / L’OrealBeauty Food’s By The Body Shop Campaign CREATIVE LEAD / SENIOR DESIGNER / MENTOR for NYU Stern 2012 National Winners Of The Brand-Storm Challenge

Leading Brain Storming Sessions for Building Brand Story and Product Design; Hands-On Production and Design Of Product Packaging & In-Store Signage

BTB: Beyond The Barbeque CREATIVE LEAD & CROSS-MEDIA STRATEGIST for biimMEDIAinc 2011 - 12

Hands-on: Brand Story, iD, Packaging Design & Marketing Strategies for Offline / Online Cross-Media Intiatives

SpotzerMediaInc ASSOCIATE CREATIVE DIRECTOR / STRATEGY WRITER for SpotzerMediaInc 2008, (US / NL Markets)

Branding, Products, Video Production, Social, E-Mail Marketing, PR & Event (ideation, initiaitives, UX/UI & development)

Full time contract position, collaborated and/or managed 5 to 10 person team in Netherlands, US and Belarus.

CASESTUDY:

• Create and build out: process, standards and approaches for delivering the Spotzer Media brand (B to B and B to C).• Identify and define the US & NL local markets & local businesses.• Develop a strategy and brand persona via various media platforms & aggregators focusing on; the pre-established brand, the still in development products & their positioning, communication strategy, packaging and web presence.• To help establish SpotzerMedia as the first global advertising agency dedic ated to making high quality video advertising fast, affordable and highly targeted.

• I participated in the concept and creation of 180 original video ads and their online delivery systems; four different product types to match different video needs; online video standards and their platforms including UX/Ui utilized across multiple advertising media.• Design and development of email marketing campaigns built around the brand persona for US and NL markets.• Co-created a focused brand story and media approaches for all touch points for creative direction, concepts, copy, UX/UI, video, photography, graphics, trade show promotional materials and design. • The creation of all these standards and approaches meant everything to the uniqueness of the Spotzer brand and offerings, making it imperative to understand what their audience wanted/needed; unique or access-able. We took our processes into the planning and development; how does the consumer view video (e.g. behavioral patterns).

PURPOSEWhat was a real joy for me was to part icipate in the creationof a promotional video campaign we t i t led “The Power of Video”. This was the brand story and packaging that clearlyexpressed the products and services of the company for the sales team, industry showcase and customers.

Another approach to a design chal lenge I was asked to tackle was onl ine video ads and branded fan pages designed anddeveloped to work in the Facebook environment. Facebookwanted to discover how to increase their ad media market

with better qual i ty video ad banners. I came up with a concept of the “stealth ad’ to draw traff ic to key area’s without being obtrusive to the Facebook experience. The “stealth ad” would look l ike the standard FB low key ad style/design but, upon rol l over, would reveal i tself or extend over web page while running the video ad ( including other interactive user options), or take you to a Facebook sponsored fan page or send you direct ly to cl ient’s si te. In the fan page environment, people can have access

Beck’s Beer “Key To Green” Gaming Campaign CREATIVE LEAD / NEW BUSINESS STRATIGIST for interactive8 / luminant world wide 2000

client facing, ideation, story boarding, concept creation, design,brand strategy, team building & lead

CASESTUDY:

Camel Brands Integrated Offline / Online Campaign “Destination Pleasure” CREATIVE LEAD / MARKETING STRATIGIST for interactive8 / luminant world wide 2000

client facing, ideation, story boarding, concept creation, design,brand strategy, team building & lead

CASESTUDY:

contact: pamela@xyeye.com / 917.676.1568 / www.xyeye.com

Thank You!