shoebox june
DESCRIPTION
Selected WorksTRANSCRIPT
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/
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.
Visit www.denmark.dk for more about Denmark. Re-learn
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.
Visit www.denmark.dk for more about Denmark. Re-learn
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.
The PETA Racehorse Initiative supports humanity in horse racing. Learn more at www.peta.org/racehorse.
By The Racehorse InitiativePEOPLE FOR THE ETHICAL TREATMENT OF ANIMALS
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 PETA Racehorse Initiative supports humanity in horse racing. Learn more at www.peta.org/racehorse.
By The Racehorse InitiativePEOPLE FOR THE ETHICAL TREATMENT OF ANIMALS
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.