alice wu's portfolio

AUTOBIOGRAPHY

PROJECT 1 -MOMA

PROJECT 2 -MY M&M'S

PROJECT 3 -FRESH STRAW

PROJECT 4 -CREATIVE THINKING FOR ADVERTISING

FINAL PORTFOLIO PROPOSAL

TIMELINE OF COURSES

RESUME

TABLE OF

CONTENTS

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AUTOBIOGRAPHY OF

JOUMAN WU

I was blessed to be born to a loving and financially secure family. Since my parents were busy with their job careers, I grew up very independent which has enabled me to learn how to get along with others, and to make myself and people around me happy.

In the course of exploring art and design, I have become a young person who is able to contribute to our community and society. It is my firm belief that I, by means of using my creativity, can consolidate my knowledge learned from people with different experiences to create services that are more valuable.

What I would like to do in the future is help develop something this is interesting and new but also suited to people and their environments. In other words, I want to work on design and art projects that are not only concerned with superficial beauty, but also with practical applications in the real world.

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"STRATEGY IS THE WAY TO COMMUNICATE EFFECTIVELY."

- JOU-MAN WU

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PROJECT 1

SFMOMARE-OPENING OF EXPANDED MUSEUM

Instructor: Lance AndersonClass: CampaignSemester: Spring 2015 Art Director: Yixuan Tang/ Tolly ZhangCopywriter: Victoria Inoue

1. Why does our client need to advertise? SFMOMA is the only modern art museum in San Francisco that inspires and enables teen visitors to interactively engage with and learn from modern art in. SFMOMA needed to advertise the re-opening of its expanded museum to increase visitors.

2. What is the advertising going to accomplish? Show teenagers that learning about modern art can be fun and interesting.

3. Who are we going to connect with?Teens age 13-18 who are in school and spend a lot of time on social media and with friends.

4. What is the single most effective message that we can tell them?This is not just about the reopening of the museum, but also opening up minds and hearts to art.

CREATIVE BRIEF

Account Planner: Jouman Wu

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MEMORY GAME: MATCH PICTURES #1

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STAGE 1: AWARENESSEstablish an interesting and memorable

connection with the audience.

BUS SHELTER: MEMORY GAME / MISSING ARTWORK

#1: Test your memory and find the matching picture; but hurry up before the bus arrives!#2: -game-#3 (After all are matched): Congrats! You matched them all. To see all the artists and their works in real life, just hop on bus 7 north-bound, go four stops, and you’re there! (SFMOMA logo)

#4: Your quest is to find Diego Rivera’s painting “Flower Carrier.” Hurry up before the bus arrives!#5: -game-#6 (After it’s found): Congrats! You found the painting. If you want to see the real one, just hop on bus 5 southbound, go three stops, switch to bus 3, go two stops, and you’re there! (SFMOMA logo)

ON-CAMPUS PRESENCE: CAMPUS SCHEDULE/ ART DESSERTS

#7: Free calendar with a modern art cover that students can use in school.

#8-9: Copy for info card with modern art desserts in the cafeteria.

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MISSING ARTWORK #5

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MISSING ARTWORK #4

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CAMPUS SCHEDULE#7

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MISSING ARTWORK #6

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ART DESSERTS#9

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This dessert came as sort of a surprise, didn’t it? Well, if you didn’t know, it’s the artwork “Compo-sition with Red, Blue and Yellow” by the modern artist Piet Mondrian. You could actually go see it (for free!) at SFMOMA, which is re-opening January 1st, after being closed for three years. And that should certainly not come as a surprise to you.

ART DESSERTS#8

This dessert came as sort of a surprise, didn’t it? Well, if you didn’t know, it’s the artwork “Compo-sition with Red, Blue and Yellow” by the modern artist Piet Mondrian. You could actually go see it (for free!) at SFMOMA, which is re-opening January 1st, after being closed for three years. And that should certainly not come as a surprise to you.

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INTERACTIVE POSTERS#10

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STAGE 2: CONSIDERATIONMotivate the audience to get more engaged,

interested and involved.

POSTERS: INTERACTIVE POSTERS / OUTDOOR ART POSTERS

#10:DOESN’T MATTER IF YOU DREW THIS.Or your friend.Or your dog.Art doesn’t care. Art is open for all. SFMOMA is open for you.

Empty “canvas” posters on campus invite students to make art. The posters will then be part of an exhibition at SFMOMA as a student project to show them that they are part of the museum.

#11: Fill out your own color (modern art illustrations).

#12: lllustrated modern art outdoor posters.

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OUTDOORS POSTERS IN COLOR#12

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OUTDOORS POSTERS IN BLACK AND WHITE#11

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MOBILE APP#13

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STAGE 3: LOYALTYOffer the audience a personal and interactive way

to stay in touch with the brand.

SOCIAL MEDIA: MOBILE APP / MOBILE GAMES / MICRO-SITE

#13- Mobile app: Quiz with fun questions about modern art, a sliding puzzle and a guessing game. In all of these games, players can challenge their friends.

#14, #15- Sliding Puzzle: Resolve the artwork

#16, #17- Memory Game: Match the artwork

#18, #19- Hashtag your selfie #modernme (or something like that) and it will be rendered into a modern art picture on the SFMOMA homepage. People can order this artwork as a postcard on the homepage and use it as a free ticket/discount in café or museum store.

#20- Micro-site

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SLIDING PUZZLE#15

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SLIDING PUZZLE#14

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MEMORY GAME#17

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RE-OPEN YOUR MIND ON JANUARY 1, 2016

SFMOMA TEEN

MEMORY GAME#16

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HASHTAG YOUR SELFIE#19

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HASHTAG YOUR SELFIE#18

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www.sfmomateen.com

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SFMOMA TEEN

MIRCO-SITE#20

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PROJECT 2

MY M&M'S NEW BRANDING STRATEGY

Instructor: Lance AndersonClass: CampaignSemester: Spring 2015 Art Director: Victoria Inoue/Jouman WuCopywriter: Victoria InoueAccount Planner: Jouman Wu

1. Why does our client need to advertise?Although it is a sub-brand of the well-known M&M's, My M&M's is still unknown to the vast majority of people.

2. What is the advertising going to accomplish? Raise awareness about My M&M's and make people want to try them.

3. Who are we going to connect with? People between the ages of 18-45 who are working professionals and love having fun and expressing themselves.

4. What is the single most effective message we can tell them?My M&M's is much more than chocolate. It is on your side when you need it.

CREATIVE BRIEF

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AIRPORT LUGGAGE CART#1

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STAGE 1: AWARENESSGet people to pay attention to the product.

AMBIENT: AIRPORT LUGGAGE CART/ AIRPORT/ AIRPLANE BANNER

#1, #2: The single message is on the side of the cart, while the main visual poster is on the front.

#3: When people get off the plane, they will see the poster displayed inside the airport.

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INSIDE THE AIRPORT #3

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AIRPORT LUGGAGE CART#2

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STAGE 2: CONSIDERATIONReach consumers and provide deeper exposure to the campaign.

PRINT ADS AND BILLBORADS

#5: Magazine prints.

#6: Billboard advertisements on the highway.

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AIRPLANE BANNER#4

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BILLBOARD#6

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PRINT AD#5

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STAGE 3: PURCHASEGet people to purchase customized

My M&M's products in an interactive way.

PHOTO BOOTH

#7, #8: Setting up the photo booth in the offices and out of the working places for people to get a chance to experience the prod-uct for free. Once they get the experiences with photos and one of My M&M’s chocolate candies as a sample, they can be much more willing to purchase the products by themselves.

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PHOTO BOOTH #8

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PHOTO BOOTH #7

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PROJECT 3

FRESH STRAW TURN A BAD IDEA INTO A UNIQUE EXECUTION

Instructor: Michael BrandtClass: Strategic thinkingSemester: Spring 2015 Art Director: Jouman WuCopywriter: Jouman WuAccount Planner: Jouman Wu

1. Why does our client need to advertise? This company has a strategy that is different from other smothie stores; we want to show people how special it is.

2. What is the advertising going to accomplish? Launch the brand to the public with a creative marketing campaign.

3. Who are we going to connect with? People who have a passion for smoothies and customized service.

4. What is the single most effective message we can tell them?You don't need spoons, forks, knives, or chopsticks to eat here- just a straw!

CREATIVE BRIEF

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ADVERTISING- Get attention by placing ads in various media, including the Internet, to let the public know the “who, what, where, and why” of our operations.

Who- People who love drinking smoothiesWhat- We can customize your smoothies

Where- Outdoors (bus stops, billboards), magazinesWhy- Raise awareness of the brand

COMPANY OPENING/ LAUNCH

SOCIAL MEDIA- Develop an interactive website that has creative smoothie recipes for potential customers. Build community on Facebook.

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OVERALL BRAND VISION AND POSITION

Fresh Straw is a self-serve smoothie restruant that invites customers to make their selection and present it to the cashier Fresh Straw serves delicious, healthy, and fresh items in a casual environment that lets customers feel relaxed and joyful.

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START A FOOD TRUCK

Start a food truck that can go to customers and expand the customer circle.

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LOYALTY PROGRAMS

Create an online app for customers to encourage them to remain loyal and earn rewards. The app includes a free offer for first-time users.

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PHOTO SHARING CONTESTShare consumers photos of their experience at the restaurant. The best photos will be put on the restaurant website, and those customers will receive a free smoothie.

3rd Month

4thMonth

VIDEO SHARING CONTESTHave consumers post videos showing how to make a smoothie on Youtube. The best will be put on the website and the consumer will get free smoothies for a week.

HAPPY HOUR DISCOUNTOffer a free item per person or "buy three get one free" during happy-hour.

5th Month

6th Month

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A LEARNING EXPERIENCETeach people about key nutrition concepts and how to eat healthy.

FRESH STRAW PARTYOffer a 25% discount during the weekdays in order to attract more people into the restaurant.

1st Month

2nd Month

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PROJECT 4

Creative thinking for advertising

Instructor: Cameron MadduxClass: Creating thinking for advertisingSemester: Spring 2015Air Director: Jouman WuCopy Writer: Jouman WuAoount Planner: Jouman Wu

CULTURAL MOVEMENT

SOCIAL LISTENING

TREND REPORT

SEGMENTATION

CDJ(CUSTOMER DESICION JOURNEY)

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Making positive changes in our lives requires a clear head, so a sense of relaxed control might be the best way to succeed in work and in our day-to-day life. If you are like me, you like getting things done and doing them well, yet you want to be more relaxed and accomplish more with less effort. Well, you're at the right place at the right time. Let's take a strategic journey to get a deeper understanding of how we can create a better future for ourselves.

A SENSE OF RELAXED CONTROL

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What is a great way to live and work?

Social listening


What is Social Anxiety? Social anxiety is the fear of interaction with other people that brings on self-consciousness, feelings of being negatively judged and evaluated. As a result, it leads to avoidance.

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We keep checking our phones over and over again, and we never know when we'll be satisfied. This is what psychologists call "Variable ration reinforcement."

As a resul t o f th is cu l tura l movement is "Text Neck," which is becoming a world-wide health concern affecting young people who are constantly looking down at their phones. Smartphone have already changed the way we live and work. They should be offering many more benefits with less effort and without "Text Neck."

Carrying our smartphones everywhere we go is one of the biggest issues in the 21st century. But is there a cultural movement in it?

No doubt about it, yes. Almost every one of us has a "checking habit." Smartphones allow us to constantly seek rewards, like Facebook updates, Twitter feeds, texts and emails.

TEXT NECK


Cultural movement

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THE FUTURE OF HEALTH TREATMENT

In the 21th century, people live much longer than ever before, and care about staying healthy and youthful. That means that marketing has seen a global demand in the realm of health care and anti-aging medicines, and the demand will only increase.

VOICE DISORDERS BEVERAGE INNOVATION BRAIN IMPROVMENT

INTRODUCTION

A SENSE OF RELAXED CONTROLT r e n d R e p o r t

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VOICE DISORDERS

RECOMMENDATIONHaving a high-quality and healthy voice is more essential than ever before, thanks to social networking services that connect people easily and make first impressions even more important. Companies such as Sprouts provide all-natural remedies that promote healthy voices.

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The Future Of Healthy

Treatment

Voice Disorders

Beverage Innovation

Brain Improvment

VOICE DISORDERS" Your voice is my favorite sound. "

Voice RehabilitationA p ro fess iona l speech -l a n g u a g e p a t h o l o g i s t per forms a non-medical evaluation of a patient and, when indicated, executes a plan to improve their voice quality.

DEFINITIONA voice disorder is characterized by the abnormal production and/or absences of vocal quality, pitch, loudness, resonance, and/or duration, which is inappropriate for an individual's age and sex.

Natural Vocal CareSprout's Voice Formula is a natural supplement designed to enable your voice to be smooth and clear. Sprout's Voice Formula has been tested by professionals whose work requires their voice to be at top quality, and by people suffering from chronic or temporary hoarseness and inflammation.

Voice TherapyAlso known as speech therapy or voice training, encompasses a myriad of techniques employed in the management of voice disorders or for improvement human voice for the purposes.

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BEVERAGE INNOVATION

RECOMMENDATIONSome beverages contain supplements such as vitamin E, vitamin C, and beta-carotene, which improve skin health and help with anti-aging. In the long run, these beverage industries need to focus on nutrition and health benefits for the human body and what specific benefits the beverage provides for everyday living and for anti-aging.

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BEVERAGE INNOVATION" Take care of your body. It is the place you live. "

Antioxidant Drinks

Antioxidant drinks generally promote good health by reducing the risk of heart attack, cancer, and stroke. Vitamins A, C, and E are natural antioxidants that can be found in many antioxidant energy drinks.

DEFINITIONInnovation and development of beverage programs across a broad spectrum of categories and markets positions to the beverage industry internationally.

High Protein Yogurt Drinks

Powerful Yogurt Drinks are simple, clean and delicious that include nothing but great tasting, al l natural, nutritious ingredients with 20 grams of protein.

Relaxation Drinks

A relaxation drink is a non-alcoholic beverage containing calming ingredients which may be found in nature. It is a funct ional beverage which is similar to calming te a b u t u n l i ke c a l m i n g tea, it may contain more than one active ingredient.


Treatment

Voice Disorders

Beverage Innovation

Brain Improvment

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BRAIN IMPROVMENT

RECOMMENDATIONThe brain is the most complex part of the human body; each part of our brains performs different and remarkable functions. Recent studies have shown that technology is changing the way our brains work and increasing our high blood pressure and anxiety. Getting to know our brains can be a good way to enhance our lifestyle and quality of life. A product called Muse is tapping into this need. This integrated system is a remarkable way to help people calm their minds and live a better life.

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BRAIN IMPROVMENT" Beauty is nothing without brains. "

Headband Device

Muse also provides a var iety of stress-buster and focus-improvement exercises to help us improve our mood, balance and serenity over time. Just like a heart monitor helps us make the most of a treadmill workout, this combination of feedback and exercise is designed to help us establish more control over our state of mind.

DEFINITIONOur brain is like the command-central for our body. Everything we do, think and say depends on our brain.

BrainHQ

When it comes to brain fitness training, BrainHQ is best in class. Built by a team of top neuroscientists, it includes exercises proven in dozens of published studies to make real and lasting improvements in brain function.

Learning a second language slows brain ageing

Learning a foreign language can increase the size of your brain. This is what Swedish scientists discovered when they used brain scans to monitor what happens when someone learns a second language. The study is part of a growing body of research using brain imaging technologies to better understand the cognitive benefits of language learning. Tools like magnetic resonance imaging (MRI) and electrophysiology, among others, can now tell us not only whether we need knee surgery or have irregularities with our heartbeat, but reveal what is

happen ing in our b r a i n s w h e n w e hear, unders tand and produce second languages.


Treatment

Voice Disorders

Beverage Innovation

Brain Improvment

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A SENSE OF RELAXED CONTROLS e g m e n t a t i o n

DIFFERENT TYPES OF LIFESTYLES

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CDJ


PURCHASING HERBALIFE PRODUCTS

Herbalife International is an American marketing company that develops, markets and sells nutrition, weight management and skin-care products globally. Three years ago, a friend o f m i n e r e c o m m e n d e d t h a t I t r y i t s p r o d u c t s . S h e t o l d m e t h a t I would lose weight and be healthier.A t f i r s t I t h o u g h t i t w o u l d b e a wonderful experience, even though it was expensive, and as a student, it was kind of unaffordable to me. I tried it for awhile but ended up feeling it was unappetizing and very disappointing.

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Experience Of Buying A Healthy Meal Nutritional Shake Mix

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A SENSE OF RELAXED CONTROLCDJ

Did you enjoy taking this journey with me so far?We may wonder how we can live a better life in the face of dissatisfaction and unhappiness, but it shouldn't be a problem if we try to understand ourselves better.

The purpose of this journey is to take our quality of life to a higher-level by using tools we've learned to understand ourselves. Wherever we live, whatever we want, and whenever we were born, it shouldn't be a problem for us to question or be skeptical toward about what we believe in.

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In this coming year, I would like to create a public service announcement to educate the public about certain groups' missions and hopefully demonstrate such a profound social and emotional impact that they will be remembered many years later.

Helping people and understanding other people's needs makes me feel happy, inspired to learn more, and willing to help solve problems. Even if just by little steps, I believe advertising can do like what The AD Council is doing, one of the largest producers of public service advertising which is having a profoundly positive impact on millions of people in small towns and big cities throughout the nation. Raising awareness, inspiring action, and even saving life are their mission. Advertising can do much more for humanity than what people realize.

Final Portfolio Proposal Of Jou-Man Wu

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Fall 2015: (12 units) ADV800: Directed Study ADV800: Directed Study ADV800: Directed Study WNM 661: MS: Interactive Infograhics

Spring 2016: (12 units) ADV800: Directed Study ADV800: Directed Study ADV800: Directed Study GLA 612: Writing And Research For The Master’s Student

Summer 2016: (6 units) GLA 676: Professional Practices For Designers And Advertisers FSH 657: MS: Online Retailing

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Summer 2014: (3 units) ADV_622_01: MS: Perspectives in Advertising

Fall 2014: (12 units) ADV_602_02: MS: Art Direction ADV_604_01: MS: Copywriting Techniques ADV_623_02: MS: Brand Strategy COM_602_03: MS: Editing Essentials for Multimedia Communications

Spring 2015: (12 units) ADV_600_01: MS: Strategic Thinking ADV_606_01: MS: Campaign ADV_624_01: MS: Creative Thinking for Advertising GLA_602_01: The Art & Ideology of the 20th Century

Summer 2015: (6 units) ADV_699_01: MS: Special Topics: MS: Visual Storytelling GLA_608_01: Professional Presentation and Communication Development

TIMELINE OF

COURSES

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JOU-MAN WUCTREATIVE STRATEGISTADVERTISING/ INDUSTRIAL DESIGN

EMAIL: [email protected] NUMBER: (858)531-9727http://facebook.com/alice13572003727

LANGUAGE: MANDARIN, TAIWANESE, ENGLISH

Volunteer at San Francisco Chinese Culture Center 2015/3-2015/4

Poll Worker at County of San Diego 2014/6

Planning Assistant at 7even Creative Strategy 2014/2-2014/3

Planning Assistant at Der Lin Medical Management Consultancy 2013/9-2014/2

Education Volunteer at Champions Education Association, R.O.C. 2011/9-2012/6

After-School Tutor at World Vision 2010/9-2011/6

Internship at Taipei Public Library 2009/7-2009/8

RESUME

Da-Yeh UniversityBachelor's Degree, Industrial and Product Design2008 – 2012

Academy of Art UniversityMaster's Degree, Advertising2014 – 2016

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