blue ospreys final project

7/23/2019 Blue Ospreys Final Project

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Table of Contents

I. Cover Page

II. Table of Contents 2

III. Creativity 3-4

IV. Brand Identity 5-9

V. Diversity 10

VI. Primary Research 11

VII. Secondary Research 18-23

VIII. Strategy 24-32

a. Target Audience

b. Insights About How The Target Audience Interacts With The Brand

c. What Would You Want Your Target Audience To Know And Feel?

d. Nasuti + Hinkle Creative Thinkings Approach

e. McCann Ericksons Role-Playing Approach

f. The BBDOs Approach

IX. 20 Advertisement Ideas 33-46

X. Feedback on 20 Ideas 47

XI. Print Advertisement 48-49

XII. Radio Ad 50

XIII. Television Ad 51-54

XIV. Direct Marketing Piece 55-56

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XV. Website and Site Map 57

a. Current Website

b. Develop A Site Map

XVI. Twitter Recommendations 58

XVIII. Client Pitch 59-63

XIX. References 64-66

XX. ACE Documentation 67

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Creativity

Critique the clients current advertising campaign. Does it meet the definition of creativity as

discussed in this book? What are the strengths of the current campaign? The weaknesses? How

Do the clients ads compare to the competitions ads?

Pixars current campaign is a partnership with various companies, such as Clorox and the

television channels Discovery and Comedy Central. The Pixar strategy is to introduce the

characters outside of a traditional movie trailer framework in order to create longer-lasting

impressions on its audience. The main idea of the campaign is to stay relevant in the market.

Pixar seeks to spread the word about the release of its new film through the use of partnerships

with heavily-used brands and popular television spots.

Clorox and Pixar partnered to promote each other's product to a wider audience. For

instance, the Clorox television spots depict scenes in which the characters fromInside Outare

making a mess and getting frustrated, until the protagonist calms them down and suggests they

use some Clorox cleaning products. This makes consumers think of the film whilst searching for

cleaning supplies, while helping Clorox appear more fun and effective. Another example of this

partnership strategy is the Discovery Channel ad spot, which previews a current Discovery

Channel drag racing showMotor Mondays while simultaneously weaving in related clips of the

characters fromInside Out. This refreshes the characters in the viewers minds, and encourages

them to view the new film.

The textbook defines creativity as a relevant connection between the brand and its target

audience and presenting the selling idea in an unexpected way. The partnership Pixar is forming

with these various brands is an attempt to maintain a connection with its target audience. A wide

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variety of demographics, which share the need to clean their houses, making the Clorox

partnership relevant. Partnerships with television channels such as Comedy Central will attract

an audience that is interested in comedy and allow Pixar to present its film to segments of the

population that might not otherwise be reached. Pixar is creative and attractive by its very nature

it has fun and colorful characters which need only to be seen to attract viewers attention.

The strength of this campaign is that it is not just an typical movie trailer. The

advertisements grab the viewer's attention while concurrently relating the movie to commonly

used products. However, the weakness of the ad is the lack of a definite connection between

Clorox and Pixar even though Pixar has a decent campaign in general, it may be hard for the

audience to relate the cleaning products Clorox offers with the animated films from Pixar

Studios.

Pixars ads are only slightly differentiated from its main competitor, DreamWorks.

DreamWorks primarily utilizes television spots to spread the word about its new films, but more

commonly promotes its productions by showing the character voice actors talking about the

movie (they are usually famous actors themselves). The voice actors are using their fame to

encourage fans to watch the next project, rather than weaving the characters into daily situations.

Brand Identity

Analyze the strengths of your brands current identity

Pixar

Pixar is a well-known company that creates animated feature films, short film productions and

software. Some of its most famous films are Toy Story,Monsters Inc. , Cars,Finding Nemo,

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Wall-E, andBug's Life. These and many others are a part of peoples childhood memories. Since

1986, when Steve Jobs purchased Computer Graphics Division from George Lucas and renamed

it Pixar, the company has been focused on pushing the boundaries of what is possible, creating

new technologies such as the famous RenderMan animation software, and pioneering the use of

computer animation in feature-length films. Although new films are only released about once a

year, a large majority of them are blockbusters or very successful with the moviegoing audience.

Pixar's talent lineup has been the recipient of nine Academy Awards to date

(referenceforbusiness).

The main concept developed by Pixars branding efforts is to make the company become

more than just a brand or icon to customers its goal is to connect with the customers deepest

emotions and feelings. Its vision is to combine technology with a human touch. In order to do

that, Lasseter and Jobs developed a creative and innovative environment for their company. First,

they prioritized workers that could bring unique skills such as imagination, animation abilities

and more importantly--people that would be able to unleash their creative potential in order to

create a distinctive brand. According to Lasseter, brands are meant to be more about a sense of

character, attitude and behaviors than simply names and logos. This is the main reason Pixar is

so memorable it allows the audience to connect with the characters and relate to the stories that

are being told.

One distinctive aspect of the brand is its lamp logo. The lamp, which is the mascot in

Pixars opening scenes, came from Pixars first short film calledLuxo Jr. In addition to being the

first short film, it was the first Pixar film to win an award at the Oscars. The Lamp hops into the

letter I of Pixar, just like it did on the rubber ball in the short film, until the lamp becomes

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the I. This logo is so memorable that people watching a Pixar movie are already expecting to

see the logo before the movie starts. They can easily relate the logo with the brand. The

company utilized the lamp from the film by making it into the logo. Pixar has no distinctive color

or tagline.

The Pixar headquarters are nearly as interesting as the product the brand produces. The

site sits on a 20-acre site in Emeryville California. Some of the buildings have fortified

foundations and backup generators to ensure continued film production, even through major

earthquakes. As previously stated, Pixar has a history of markedly successful films. According to

Bohlin Cywinski Jackson, the architecture practice in charge designing the Pixar headquarters,

part of Pixars success depends on its ability to attract top creative and technical talent, and its

ability to maintain an organizational culture that favors cross-pollination of ideas. The building

and grounds are a spatial embodiment of this company culture, helping to attract and retain

employees, (BCJ). Similarly, Steve Jobs states in his recent biography that, If a building

doesnt encourage [collaboration], youll lose a lot of innovation and the magic thats sparked by

serendipity. So we designed the building to make people get out of their offices and mingle in the

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central atrium with people they might not otherwise see,(Pixar Headquarters and the Legacy of

Steve Jobs - Office Snapshots).

DreamWorks Animation

DreamWorks is another prominent animated film brand, and one of Pixars main

competitors. Not to be confused with DreamWorks Studios, which DreamWorks Animation was

borne from. According to its stock company profile, DreamWorks creates and exploits branded

family entertainment, including animated feature films, television series and specials, live

entertainment properties and related consumer products (Reuters). DreamWorks Animation has

no distinctive color or tagline.

The DreamWorks logo is a boy perched in the clouds, fishing off of a crescent moon.

Steven Spielberg, one of the company's three founders, originally wanted to create an CGI image

of a man fishing from the moon, but eventually decided to hire an artist named Robert Hunt to

hand draw the image. Spielberg wanted the logo for DreamWorks to be reminiscent of

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Hollywood's golden age (Neatorama). The boy fishing off the moon represents a time when a

brand only needed imagination and creativity to succeed. The animated movies industry was in

its infancy at the time of DreamWorks foundation, so the logo represents the values the company

was created around: creativity, innocence, and possibility.

Recently, DreamWorks Animations has had some serious financial trouble, and has

posted losses on four of its last six movie releases. Due to this, the company was forced to sell

their Glendale headquarters for $215 million (Khouri). In addition to this, the company plans to

downsize its workforce by about 20%, make some management adjustments, and reduce the

number of movies it produces to one per year. This return to humble beginnings is what built the

company up originally, and is similar to Pixars current slow release schedule of one and a

half movies per year.

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Diversity

Does the clients current campaign reflect diversity? If so, does it do so in a positive way or does

it perpetuate stereotypes?

In the past, Pixar studios has actively avoided reinforcing negative stereotypes. Many of

Pixars stories feature inanimate objects and animals as the main characters, so diversity is not

depicted regularly. Some examples of this areFinding Nemo, Toy Story andRatatouille.

However, Pixar has had very few minority characters featured in its films. The most remarkable

one, perhaps, is the hero Frozone from the film The Incredibles , voiced by Samuel L. Jackson

(Spiegel). Although this character was not one of the main characters of the featured film, it is

important because race diversity has not been depicted often in past Pixars films. Over the

recent years, Pixar has increased its efforts to promote diversity by including characters that

represent various gender roles. For example,Brave andInside Outare an illustration of Pixars

efforts to include lead-female roles in its films.

Pixar will be launching a short film called Sanjays Super Team

, which represents the

Indian community in the United States. The short film is based on the childhood of the director

Sanjay Patel, and has the goal of exploring a different culture. According to Patel, during his

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childhood he did not find many characters that he could identify with on television, but

Disney-Pixar is trying to change that.

Primary Research

Twenty-four individuals completed an in-depth interview concerning Pixar. The

interview consisted of eighteen questions that included brand recognition, brand loyalty,

demographic information, consumer feelings, and industry knowledge. The data is included

below with an analysis of the findings.

___________________________________________________________________________

1. How old are you?

The oldest participant was 26 years old and the youngest participant was 19 years old. The age

range reflected the college student demographic targeted in the campaign.

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2. What year are you in school?

Freshman: 0

Sophomore: 3

Junior: 7

Senior: 13

86% of those interviewed were upperclassmen. No freshmen were interviewed.

3. What is your gender?

Female - 15

Male - 9

37% of those interviewed were male, 63% female.

4. How would you classify your ethnicity?

Caucasian - 18

Latina - 5

African American - 1

Asian - 1

A large majority of respondents were Caucasian (72%). 20% of respondents were Latino, 4%

African American, and 4% Asian.

5. What type of movies do you enjoy watching?

Horror/Suspense - 9

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Comedies - 13

Romance/Romantic Comedies - 6

Animated Films - 4

Action - 2

Sci-fi- 1

The results show college students enjoy watching a wide variety of films, especially comedies.

This is good news for Pixar, since the client uses comedy in its animated films.

6. Do you prefer to watch movies alone or with company?

With Company - 13

Alone - 9

Depends/No Preference - 3

Slightly more (52%) prefer company when watching movies, this is a useful insight, suggesting

the possible use of a good time with company as a selling point.

7. Do you watch films with your family?

Yes - 12

No - 8

Sometimes - 4

Most respondents stated they do watch films with their family. Similar to the above question, the

campaign can focus on an experience for the whole family to enjoy together.

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8. How do you feel about animated films?

Positively - 15

Negatively - 4

In-between - 6

Only a disappointing 60% of college students felt positively about animated films. The campaign

can target the 25% of those who are in between, and attempt to sway their expectations about

animated films.

9. When was the last time you saw a Pixar film?

Within the last month - 7

A few months ago - 6

A year ago - 2

3+ years ago - 4

Not Sure - 6

Pixar is still relevant for the target demographic, but 48% have not seen a Pixar film in over a

year.

10. How do you perceive Pixar as a brand?

Positively -21

Negatively - 2

Pixar is perceived in an overwhelmingly positive light.

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11. What adjective(s) would you use to describe Pixar?

Funny - 7

Fun - 4

Emotional - 7

Meaningful - 3

Childish - 3

58% of respondents thought Pixar is funny and emotional, these adjectives can be used in

advertisements to attract more viewers, and reinforce this positive image.

12. Do you have any favorite Pixar movies?

Selected the movies that two or more people mentioned.

Toy Story - 5

Monsters Inc. - 4

UP - 5

Ratatouille - 2

The Incredibles - 4

Mentioned animated film that wasnt Pixar - 3

Not sure/do not have one - 3

13. Has Pixar impacted your childhood?

Yes - 17

No - 6

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Not Really - 2

68% of respondents stated that Pixar has impacted their childhood in some way. This is a key

insight for the advertising campaign. By nodding to college students childhood memories with

the advertisements, we can tap into the nostalgic feelings that often accompany that age.

14. What kind of emotion is Pixar trying to evoke from its target audience?

Only happiness - 5

Both happiness and sadness - 5

All emotions - 4

Morals/Life Lessons - 4

There were mixed responses regarding what people perceived Pixar is doing emotionally.

15. What feelings do you experience while watching a Pixar film?

Only happiness - 4

Both happiness and sadness - 8

All emotions - 8

Nostalgia - 2

Uninterested - 3

72% of participants stated they felt more than one emotion, including nostalgia. The purpose of

this question is to find if we can market the line that Pixar films will send you through a

rollercoaster of emotions, or if it will simply make you smile and laugh the whole time. The

findings suggest Pixar movies are filled with different types of emotional content.

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16. How do you think Pixar movies have changed over the past 10 years?

More adult friendly - 6

Improved graphics - 6

Relatable to todays society - 7

Deeper meaning/storyline - 4

The most prevalent developments are the ones displayed above. The purpose of this is to see

consumer perspective on how traditional the brand has stayed to itself. The response was

positive, even from the consumers who were uninterested in animated movies. People see Pixar

as an improving brand in many aspects.

17. Do you think Pixar will last as a brand?

In some of these responses, the participants mentioned Pixars competition DreamWorks.

Yes - 23

No - 0

Unsure/Dont Care - 2

92% of respondents are confident that Pixar will last as a brand. This suggests the brand is

viewed as powerful and stable.

18. What is one thing you would change about Pixar?

In some of these responses, participants mentioned DreamWorks.

Nothing - 16

Stop making sequels - 4

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More adult Pixar themes - 2

Better graphics - 2

No more sad movies - 1

64% stated that Pixar should keep doing what it always has.

Secondary Research

Industry

The Pixar brand is valuable enough to Disney for it to purchase it for $7.4 billion.

Compared with Pixar (before the merger), Disney was not as successful of an animation

production studio. Disney's last animated movie deemed anything close to a success wasLilo

and Stitch, released in 2002. The movie after that, Treasure Planet, was a disaster, and the other

movies that followed had middling success (Avalos). Pixar has a strong track record of

producing hits. Blockbusters such as Toy Story,A Bug's Life and Finding Nemo, were created by

Pixar computer animation technology (Avalos). Pixar usually releases these blockbusters at a

slow pace, so its merger with Disney is mutually beneficial. Pixar will have greater access to

better production equipment, making its movie-manufacturing process more efficient. Pixar can

utilize Disneys larger audience and theme parks for marketing (Avalos). Pixar has strong

animation engines that are used for non-animated movies as well. Disney releases many movies

that are not animated, and the 3d models that are included can be created via Pixars animation

engines. For instance, some of the models from Jurassic Park and Star Wars were created using

Pixars technology (Avalos).

Company

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The first low point on Disney Company was in 1927 when Walt Disney was in the

process of producing the all-cartoon series called Oswald the Lucky Rabbit. While producing

these series of cartoons, Walt Disney realized the distributor had gone behind his back and

signed up almost all of his animators, hoping to make the Oswald cartoons in his own studio for

less money without Walt Disney ( Disney History). Walt Disney did not realize the ownership of

his creations was the distributors not his. Even though Walt Disney had problems at the

beginning, he established a new studio and developed his own work. He had success from his

creations, such as Mickey Mouse, who would become his companys mascot, and later on in

1934 with his animated film, Snow White and the Seven Dwarfs. Another low point occurred

during World War II from 1940 to 1945. Disneys filmsPinocchio andFantansia, for example,

were released in 1940. These films were technical masterpieces but their costs were too high for

a company that was losing most of its foreign markets because of the war. When the war ended,

it was difficult for the Disney Studio to regain its pre-war footing (Disney History). However,

later on, Disney started moving forward again with animated films and TV series. One of the

highest points in Disney history was the creation of Disney theme parks on July 17, 1955.

According to Disney History, It has been used as a pattern for every amusement park built since

it is opening, becoming internationally famous, and attracting hundreds of millions of visitors.

On top of the increasing success with the Disney parks, the company launched its own TV

channel in 1983, The Disney Channel.

Brand

Pixar is an incredibly solid brand, it has a strong record of creating runaway box office

hits, in addition to being on the front line of animation technology. Ever since Toy Storyin 1995,

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the first ever full-length animated feature film, Pixar has been producing profitable and

well-received movies. Five of them have collected Academy Awards in the best animated feature

category, with a total of nine Academy Awards to date. When Pixar and its main competitor

Dreamworks have gone up against each other at the Oscars, most of the time Pixar is guaranteed

the win (Bowen). The brand did not start off running, even Steve Jobs admits, If I knew in

1986 how much it was going to cost to keep Pixar going, I doubt if I would have bought the

company,(FundingUniverse). The animation equipment costed a fortune at the beginning, but

the talented Pixar team created many new technologies using them, the graphics engine

RenderMan

included. Pixar is a small studio, but is infamous for producing hits. For example, it

released WALL-E, which grossed $223,808,164 in the USA and Canada and $297,503,696

overseas for a worldwide total of $521,311,860 (Mojo). The fact that Pixar produces blockbuster

animations means it is reaching a very large audience in the first place, and high movie

attendance usually means that the movie is well-liked by the consumer body as a whole. Other

hit movies that appealed to the college-based audience include, Toy Story ,Finding Nemo, Cars

andMonsters, Inc.. The movie industry is not a place with a strong history of brand loyalty, but

hit movies as powerful as the ones Pixar create are bound to draw repeat customers. Pixars fun,

lovable characters define the brand. Their exaggerated emotions and wacky mannerisms delight

people from various walks of life. Pixar released a parody video that depicts its very own

SadLab, where people are tested to find what makes them cry, in order to elicit real emotion

from its audiences during a film. Now with the advent of technology, it has become even easier

to access Pixar films. For example, the internet has an app, called Disney Movies Anywhere,

which includes Pixar movies easily available to download from the internet (Tribbey).

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Consumer Analysis

Pixars consumers come from all walks of life. According to Census statistics,

Americas youth born between 1982 and 2000, now number 83.1 million and represent more

than one quarter of the nations population(U.S. Census, 2015). It is important to emphasize that

44.2 percent are part of a minority race or ethnic group. Individuals under five years old have

become the majority rather than minority for the first time in history, and 50.2 percent of them

are non-Caucasian (U.S. Census, 2015). Children of this age are able to influence family

consumer behavior, which can potentially make a large impact on the Disney-Pixar company.

However, there are other consumers besides children that are relevant to Disney-Pixar. Parents

are of interest to the company since they accompany their children. Statistics have shown that

66,124 of households are parents in the United States. Due to a childs propensity to be

persuaded, parents have no problem dictating if the children get to enjoy a movie night, or some

other type of entertainment. Another group to be considered are college students, who according

to the Census, consist of 19.7 million people in the United States They enjoy revisiting their

childhood memories through Disney-Pixars services.

Pixar is a company internationally known for its products and services in the

entertainment category. Its geographic characteristics are not only focused in the United States,

but have also expanded to many different countries. As an example, the filmMonsters Inc.

(launched in 2013) made 743.5 million dollars worldwide. Customers use Pixars products as a

tool for entertainment. Pixars products offer a wide variety of movies and short films that are

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entertaining to different age ranges. The consumers perceive these movies positively since most

of its films are educative and promote good morals.

Competition

According to Hoover.com, DreamWorks Animation Skg, Inc., Lucasfilm Ltd. LLC and

The Jim Henson Company are Pixars top competition in 2015 (Pixar Names of Competitors).

These competitors all offer animated films. Lucasfilm Ltd. LLC and The Jim Henson Company

are both owned by the same parent company as Pixar, which is The Walt Disney Company.

DreamWorks Animation Skg, Inc. is the top competitor for Pixar. DreamWorks Animation

produces animated films that over the past couple of years have held its own against Pixars

finest films.

Pixar films have such unique storytelling skills and characters that it is hard for

competitors to match what Pixar does. Pixar has a different approach for its storytelling, which

was outline by former Pixar artist Emma Coats. In 2013, Emma Coats took to Twitter to share

some wisdom she gained working on films Brave and Monsters University(Feloni). There

are 22 steps for Pixars storytelling process, which can be found online now, due to Emma Coats.

This is how Pixar could better themselves from the competition. Pixars storytelling is

completely different from brands that release animated films. Characters background and

history are something that make them unique in Pixar films. Pixar needs to continue to follow its

storytelling process and not try to follow a different approach. Although this may seem like

something that should not be done, the storytelling process that Pixar has is something that has

been working for almost twenty years now. Why try to fix something that is not broken? Each

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movie that Pixar has released over the past twenty years have done fairly well and has met good

critical reception.

DreamWorks Animation Skg Inc. latest campaign was for the animated filmHome

,which was released on March 27, 2016. The movie featured an all-star cast that featured

Rihanna, Jennifer Lopez, Jim Parson, and Steve Martin. Rihanna, who was the leading character

voice for the movie, heavily promoted the movie on her social media accounts. The actress and

singer would post information about the movie on her Facebook, Twitter, and Instagram

accounts. There was a heavy usage of social media forHomes campaign due to Rihanna

involvement. Jennifer Lopez and Jim Parsons helped through their social media accounts as well.

According to a CNN article, Rihanna probably helped bring in a lot more young girls

and their parents (La Monica).Home grossed a surprising $54 million dollars opening weekend.

The success ofHome was much needed for DreamWorks Animation Skg, Inc. after having a

troublesome year in 2014. The animation studio announced in February that it took a $57.1

million writedown onPenguins of Madagascar andMr. Peabody and Sherman, which opened to

$32.2 million in spring 2014(McClintock).

Dreamworks Animation Skg, Inc. last campaign for one of its films was with the release

forHome. The campaign was heavily promoted on social media with the help of its cast. Rihanna

and Jennifer Lopez helped promote the film with their social media accounts. The two actresses

millions of followers were able to learn about the movie and get more information about what it

was about with the links that the actresses provided. The campaign was very interactive and

involved a heavy use of social media platforms.

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Strategy

Insights about the target audience.

The main target audience for Pixar is college students. Pixar targets college studentsbecause they mostly produce animated films with storylines geared towards the younger

generation. Pixar has made its movies so young adults could emotionally attach to the story line

as well, in a deeper sense than the child. In the story lines the children just skim the surface of

the emotional appeal within the film, while the young adults have the ability to gain a deeper

understanding of the film.The young adults now were once the children of the first Pixar films,

and so now they feel attached to the brand.

Insights about how the target interacts with your brand.

College students interact with Pixar by watching sequels to childhood movies they have

seen. An example of this is Toy Story, which originally came out in 1995. College students today

are older and are going to theaters to watch the second and third additions to the animated

series(Loewentheil). Sequels drive this target audience to view Pixar films even if they are

usually marketed towards children. An upcoming release that would be relevant to this would be

Finding Dory. Students would want to view this film because of their memory of Finding Nemo

and how much joy the film brought.

The target audience watches Pixar films typically for a nostalgic feeling and for an

imaginative release. Additionally,Pixar finds ways to appeal to adults by sneaking in hints of

classic films and indirect adult humor (Kaur). This added humor typically motivates the target

audience to view Pixar films because it appeals to an older demographic.

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An unfulfilled market segment that Pixar should explore are films that appeal to mature

audiences. This is the one thing that Pixar could improve on because it has no films that are rated

above PG. Having titles Rated PG-13 would encourage more of the target audience to go see a

new Pixar film.

What you want your target audience to know and feel?

The customers from Pixar experience some rewards in different categories. Some of the

rewards come from in-use rewards such as the practicability of the services provided by the

company. Some young adults use Pixar products as a tool to spend family time together. Pixar is

practical for most people because it is easily accessible through DVD, Netflix, YouTube and

Disney Movies Anywhere account.

The most important benefit the products and services Disney-Pixar offers to college

students is not simply entertainment, but rather the feeling of empathy it instills in its viewers

through the deep and genuine emotions the characters in the films display. Brands capture the

dreams and desires of their audience, what they seek to achieve, rather than simply labeling a

business, product or service. They establish a richer, more relevant context. They are about them

(the people) not us (the business). (Fisk)

What is the consumer promise, the big idea?

A large portion of college students that view Pixar films have grown up with the films

and return to view the later installments. Pixar movies have a special quality of immersion,

viewers empathize with the characters on a deeper level than most competitors films. This

quality creates a lasting impression that attracts college kids to return to the Pixar brand in order

to evoke dormant nostalgia and feelings, as well as to meet the new characters only a brand like

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Pixar is able to create. Often real-world memories are attached with the films, such as viewing

the initial releases with their families when they were children. It is important to stress the idea

that a Pixar movies have a timeless and real emotional impact, no matter the age of the audience.

Nasuti + Hinkle Creative Thinking Approach

Why are we advertising at all?

The campaign is advertising to get college aged students to view Pixar movies. We want

the college students to view the campaign and feel moved or inclined to view Pixar movies.

College students are very busy with their studies so having them view Pixar movies provide a

break from their tough schedules.

What is the target audience?

The target audience is young men and women who are currently enrolled in college, and

spend most of their time doing school work but are looking for different outlets to spend their

free time.

What do they believe now?

College students may believe that Pixar provides films that are too childish for them to

watch. The college students may have come to a point in their lives that they think that Pixar

films are not relevant to their lives and the films are too immature. Pixar wants to change this

attitude and ensure college students that Pixar films are watched by various ages. Pixar has

released films that appeal to different ages. The scenarios that unfold in Pixar films may speak to

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an older audience. If college students were aware of the fact that Pixar movies may be relatable

across age groups, they may feel more inclined to watch a Pixar movie.

What is the single most persuasive idea we can change?

Pixar movies commonly have a goofy and fun quality to them, audiences tend to gravitate

towards thinking they are geared only to children and their parents. The success of multiple Pixar

blockbusters prove that the films are relevant across age groups, including college-aged people.

The emotions Pixar evokes is a human thing, not a childish thing. Pixar creates films that are

designed for a diverse audience, and is enjoyable for the mind and the heart.

What is our strategy?

The campaign will appeal to college students with advertisements that are relatable to the

consumer and encourage students to see Pixar films. Many of the ads will highlight characters

that nostalgic students can recall from their childhood. Pixar has made a large impact on the

millennial generation. These advertisements will motivate them to watch sequels, new films, and

look more into the brand as a whole. With new upcoming films, the ads are going to show

comical previews of the films, because students associate Pixar films with comedy. Additionally,

there will be ads that are creative and surprising for the viewer, convincing them that the films

arent just for children. With college students dealing with stress, the ads will state that Pixar

films are an imaginative escape from everyday life.

What are the mandates?

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The company has implemented requirements to incorporate its products into the brand

identity. Pixar includes the short-filmLuxo Jr. in the main logo, as well as in other current films.

The main requirement is to engage customers feelings regardless of the customer age or gender.

In order to make the current campaigns appealing to college students, the campaign requirements

are to bring an element of humor, and to create nostalgia for movies from the audiences

childhood.

McCann Ericksons Role-Playing Approach

Who is my target?

Hello, my name is Marie and I am a full-time college student. I am 22 years old and I

enjoy hanging out with my close friends and family. Going to the movies is one of my favorite

things to do with the people I love. I like to feel the emotion of the film I am watching. Having

the film take me from being sad to happy makes it captivating. Because I am in the younger

generation I am still a kid at heart. Finding a movie that keeps me a kid while at the same time

makes me think deep into the film is what I call quality.

Where am I now in the mind of this person?

There will forever be a special place in my heart for the Pixar movies I have grown up

with. Some of my best childhood memories involve Pixar movies such as Toy Story and

Monsters Inc. Although, it has been a few months since I have seen my last Pixar movie. I have

always loved Pixar and there is nothing I could really think to change besides maybe coming out

with newer content and less sequels.

Where is the competition in the mind of this person?

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If you want my opinion about animated films, at first I could not differentiate between

Pixar and its competitors, such as Disney and DreamWorks. Since the films had the general

purpose of entertaining primarily children, I have never cared to analyze them as different

companies. After giving it a second thought, I have come to realize that I have a preference for

DreamWorks films, since they seem more entertaining and fun for the adult audience than

Pixars. The humor of Pixar does not appeal to the adult audience as well as DreamWorks

humor. Even though I am aware I am watching a film designed mainly for children, I would like

Pixar to have more adult themes. I have noticed that the graphics of DreamWorks productions

are higher quality. However, now that Disney owns Pixar, the long-term future of Pixar is

guaranteed due to Disneys great marketing progress.

Where would I like to be in the mind of this person?

When I think about Pixar, I think of movies that are very family oriented and fun. The

brand produces animated feature films that appeal to both children and adults. As an adult in

college, I would watch a Pixar film to relieve some stress and unwind. The sense of excitement

that the movies give me makes me feel like I little kid again. I believe that is what Pixar is trying

to do with its audiences. It tries to make the audience feel young again, meaning that they could

make grown adults feel like little kids. I think that the brand has tried to have more quality than

quantity with its movies. Pixar has evolved over the years, getting deeper storylines that I could

relate to. The movies provoke all of my emotions, making me sad one moment and happy the

next. Pixar animated films will continue to be released because Pixar is a brand that is grounded

and has a strong foundation. It is a brand that is well-known and has a strong backing,

considering Disney owns it.

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What is the consumer promise, the big idea?

After a long day, it is nice to unwind, sit back, and watch a fun movie that is

imaginative. What better way to have a nice laugh, than with a Pixar film? It leaves you smiling

the entire film?. I enjoy these movies with friends or alone, whichever I am feeling at the

moment. Each time I watch a Pixar film, the animation quality exceeds my expectations and the

content is suitable for adults. These films are filled with joy and lovable characters, while

simultaneously teaching morals and life lessons. Pixar is known as a company that delivers fun

and fantasy mixed with emotions that are associated with the film. I usually count on feeling

happy while watching Pixar movies.

What is the supporting evidence?

Pixar has been a well-known brand to me for the past 15 years. I know this because my

favorite Pixar film was Toy Story released in 1995, and Toy Story was their first major film.

Before Disney bought out Pixar in 2006, they had only generated six films. Since Disney, Pixar

has released an additional nine films and I heard they are in the works of eight new films

predicted to release within the next five years. Since I have grown up with both Disney and

Pixar, and I have hoped that they will try to grow with me as well.When Pixar comes out with

new movies, they are generally box office hits. I count on Pixar films to provide an escape that I

could enjoy with both my friends and family. There is funny content for adults to enjoy, that

younger kids do not usually catch. Besides, adults are just kids that have grown up. Who better

to appreciate Toy Story 4, than the kids who have been there from the beginning?

What is the tone of voice for the advertising?

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Generally people view movies simply as entertainment, but they acknowledge Pixars

ability to create warm, fun, emotional moments. Make consumers think about the magic only a

Pixar film can create. Pixar films often lack adult themes and dialog, making it harder for college

students to take the films seriously. Make the consumer think of Pixar as an escape from daily

stresses and annoyances, while being unexpectedly mature or sophisticated. Make statements

about how Pixar films transport the viewer into a fantastic land. Evoke childhood memories

about past favorite Pixar movies make the consumer nostalgic about the times they used to

watch the films with their family. Giving the advertisements a tone that suggests Pixar films will

allow the college student to relive dormant warm childhood feelings reaffirms Pixars special

power to create strong bonds with newly introduced characters.

The BBDOs Approach

Get

The target audience for the Pixar campaign is college students. The focus is to get college

students of different ethnicities around the age range of 18-24 to see Pixar movies. By having

the proper advertisements and approaches in order to college students to see Pixar movies should

be simple if executed correctly.

To

Pixar goal with its advertising is to get the target audience to see Pixar films. Pixar will

use different mediums in order to advertise its movies, thereby reaching a larger target audience.

As a result, more people will become aware of Pixar and the movies that it offers. Those who are

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exposed to the advertisements may have an interest to see Pixar films depending on how

convincing the advertisements are.

By

These advertisements will attract the target audience because Pixar is a specific brand

that was designed with a large audience in mind. Pixar creates an environment that is a good

escape for different ages, and is not biased to college aged individuals.

Support

Pixar has an excellent track history when considering the films it has released. College

students today are interested in going to see prequels and revisiting older films to bring back the

great memories of their childhood. The brand goes deeper than a first impression with each

movie and leaves memorable images in the viewer's head. Pixar has consistently been using and

relying on Renderman technology for the last 25 years to make its films, showing that its

advertisements and films are effective.

Tone

The tone of the advertisements focuses on the emotional aspects of the film, rather than

simple jokes. The aim is to give the viewers a taste of what is in store. Tone is not serious

tongue-in-cheek humor is employed where silly humor would normally be showcased.

Advertisements bring back well-established characters in an intriguing way in order to promote

sequels. Trailers focus on more mature aspects of film, in a light-hearted manner.

Advertisements showcase spectacular graphics and an immersive universe that awaits

consumers.

Executional Guidelines

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Pixar will advertise its films to college students through non-traditional media such as

Facebook, Twitter and Instagram, as well as using television advertisement, due to the fact many

college students spend their leisure time on these media platforms. The advertising used will be

colorful and more importantly, have clever jokes that target college students. The ads have the

requirement to elicit nostalgia.

20 Advertisement Ideas

1. An image of Luxo and Luxo Jr. looking at each other. The copy From an older

generation is to the right of Luxos head. The copy To a newer generation is on top of

Luxo Jr.s head. The older generation would represent the adults. The newer generation would

represent young children to college seniors.

.

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2. The image of the Pixar ball sitting in a corner. The copy reads THE VOICE OF A

GENERATION. This ad will imply that the Pixar is the voice of a younger generation, which

includes college students. This is part of the social media campaign #PixarGeneration.

3. An image of Luxo Jr. hopping into the screen. He turns and looks at the camera. The copy will

read Hello Its Me.. The copy will try to get the customer to remember who the lamp was.

The Pixar logo will be in the bottom right hand corner to confirm who the brand is.

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4. An image of the Pixar ball is shown in the middle of the advertisement. The copy that

surrounds the ball states SEE IF YOU CAN SP-T ME.. The O in SPOT is left out

intentionally because the ball will replace this letter. This ad will try to remind the customer that

the Pixar ball is found in Pixars films.

5. Pixar Animation Studios

One Page Spread

The Good Dinosaur

VISUAL:

HEADLINE: Disney & Pixar (First Line)

The Good Dinosaur(Second Line)

COPY: What if the comet that hit Earth millions of years ago missed? The Good Dinosaur tries

to answer this question in Pixar Animation Studios next animated film. Follow the journey of

Arlo and Spot as they take an unexpected journey through the prehistoric wasteland.

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The Good Dinosaur hits theaters November 25, 2015.

LOGO: Pixar

6. Pixar Animation Studios

One Page Spread

Meet Arlo and Spot

VISUAL: Image of Arlo and Spot in the comer of the ad.

HEADLINE: Meet Arlo and Spot

COPY: Arlo is just an ordinary Apatosaurus whose life is changed forever when he meets an

unlikely companion names Spot. Follow Arlo and Spot on an unexpected journey as they travel

through a prehistoric adventure that is sure to be fun for the entire family.

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The Good Dinosaur hits theaters November 25, 2015.

LOGO: Pixar

7. An image of a man dressed as Luxo. The copy reads FOR THE KID IN ALL OF US The

Pixar logo would be shown in the right hand corner. This advertisement would attempt to be a

viral marketing of sorts. There would be multiple advertisements that involve the man dressed in

the Luxo costume.

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8. (Radio)

WOODYS VOICE: Hey Buzz, remember all the adventures we had while Andy was not

watching?

BUZZS VOICE: Great times, friend. Good memories.

WOODYS VOICE: What if we could relive it all again?

SFX: ALIENS FROM TOY STORY SOUNDS OHHHH

ANNCR: (upbeat voice): Nothing sounds better than revisiting old memories and old friends.

Re-watch all your childhood favorite movies now available on DVD.

9. (Radio)

ANNCR: It is that time of day. That time of day when you are twiddling your thumbs trying to

figure out what to do later.

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SFX: PIXAR JUMPING LAMP SOUND

ANNCR: What is this nostalgia?

SFX: TOY STORYS WOODY THERES A SNAKE IN MY BOOT.

ANNCR: That sounds like a terrible feeling.

SFX: FINDING NEMOS HE TOUCHED THE BUTT.

ANNCR: I would not complain. Pixar films have grown up with you. Dont turn your backs on

them now, kick back with your friends and enjoy the films you still love.

10. This is a print advertisement for Pixar that showcases upcoming releases for the animation

studio. It can be a magazine advertisement or a billboard ad that shows the main characters of the

films. The ad reads, expand your imagination and encourages consumers to watch animated

films for creative adventures.

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11. This advertisement is a print ad that should be utilized in large metropolitan cities and in

magazines. The main goal of this advertisement is to encourage consumers to get together and

watch Pixar movies in general, but at the same time go out and watch the Good Dinosaur on

November 25th. Another general idea for this type of ad would be a television ad of a family

watching TV at home and seeing the Good Dinosaur trailer.

12. The purpose of this print ad is to aid viewers in reminiscing the movie Finding Nemo. When

consumers make this connection, it encourages viewers to remember how good Finding Nemo

was and creates excitement for Finding Dory. Using memorable quotes from the previous film

serves as the best way consumers can recall this Pixar movie and want to watch the new film.

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13. Visual: Pixars first short film to win an award, Luxo Jr. This image relates to the headline

because of the similarity of the lamps to a family or parent and child image. It is seen as a

personification of an object to bring a connection with the audience. This ad relates to the history

of Pixar, since its success started from the lamp short film.

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14. Visual: The visual relates to one of the most famous movies Pixar Studios has created: Toy

Story. In this image Woody, the main character of the history would be smiling at his owner, the

boy named Andy. This is a simple image but brings a feeling of friendship along with the

headline.

15. (Radio)

ANNCR: Have you ever thought of a time when

SFX: SCREECHING NOISES

ANNCR: Is someone there?

SFX: BOO FROM MONSTERS INC HELP, IM SCARED!

ANNCR: Stay calm, we will help you! We leave this message to go help a fellow friend from

Monsters Inc. Hopefully Mike Wazowski can help too!

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16. PIXAR ANIMATION STUDIOS

One-page spread

Ageless entertainment.

VISUAL: Jovial family surrounding a television, that features Dory.

HEADLINE: Do something with your family everyone can enjoy.

COPY: No copy, just image, headline, and logo.

LOGO: Pixar

BASELINE: Animation Studios

17. PIXAR ANIMATION STUDIOS

Two-page spread

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Group Experience

VISUAL: Group of college students facing forward.

HEADLINE: A Pixar experience is a group experience.

COPY: Bring your own Incredibles crew with you and gather around a Pixar film. Create some

laughs and share sadness as you experience the rollercoaster-ride only a Pixar film can deliver.

LOGO: Pixar

BASELINE: Animation Studios

18. (Radio)

SFX: MOVIE THEME MUSIC

ANNCR: Have not figured out how you are going to procrastinate tonight yet?

SFX: PIXAR LAMP SQUEAK SOUND

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ANNCR: Curl up in front of a classic Pixar film! Revisit your favorite movies and that research

paper will never cross your mind!

SFX: MUSIC OUT

19. (Radio)

Radio :30

The Child In Everyone

SFX: MOVIE THEME MUSIC

ANNCR: The timeless classics. From Toy Story andMonsters Inc

SFX: TOY STORY MOVIE SOUND CLIP OF BUZZ LIGHTYEAR

ANNCR: toInside Out and The Good Dinosaur.

SFX: DIFFERENT THEME MUSIC &INSIDE OUT CLIP

ANNCR: Pixar stories will always be magical. Designed for the child in each individual.

Transport yourself back to a carefree time, and relive the adventures you cherished as a kid.

20. Visual: This advertisement utilizes the sarcastic nature of the target audience. Or Nah, has

been trending over different social media outlets including Twitter, Instagram, and Vine. Good

choice, was written to make the question seem rhetorical, as though a Pixar Date would be the

obvious choice. The image is of the Monsters University character Mike Wazowski, which

would likely link the copy to the college audience.

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Feedback on 20 Ideas

The professional that we got to review our ads is Heather Smith. She is apart of the

Dalton Agency here in Jacksonville, Florida. She was able to review the 20 advertisements that

we sent to her. We altered our ads based on her review. Her response is below.

Were you able to select your client/product or were you assigned the Disney movie and

Pixar?

Is the Pixar portion of your Doc meant to promote Pixar as a company or a certain

product. What happens to the selected ads? The reason I ask is because your concepts do not

seem completely flushed out. Typically when presenting concepts to a client you want to set it up

so the client has to do as little guesswork as possible. I am not clear what your goals and

objectives are for these advertisements, it is tough to review them fairly. For the Dino movie

posters, you might consider developing a one sentence tagline to accompany the title of the

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movie. This tagline will succinctly describe what the movie is about. I recommend cutting the

amount of copy you have on these posters. Im a little lost on the Pixar ads. What are your trying

to achieve? If I had to select, I would say the Good Dinosaur ads are the strongest. I would make

tweaks to the copyshorten it up.

Hope thats helpful.

Copy For Ad and Idea of Visual

An image of Arlo and Spot looking at each other while they are crying. The image will

take up the entire page so that it is the background of the visual. The copy will be located in the

top left hand corner with a black font. The copy will read, EVERYONE NEEDS A GOOD

CRY. The logo for The Good Dinosaur will be located at the bottom right corner with a black

font.

The idea of this visual is to remind audiences that Pixar movies have a lot of emotional

moments. Based off of the research and reviews for The Good Dinosaur, the movie has a few

moments that may make the audience cry. The copy will enforce the message that the movie will

make the audience cry, but that it is okay. The copy implies that sometimes it is okay to cry and

that it is okay to show emotions.

Layout Sketches

Rough Sketch

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Final Product

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Radio Ad

The radio ad that was created was not based off of the print ad. The advertisement was

created to target college students listening to the radio on the way to class in the morning and

afternoon. The advertisement is a promo for the upcoming movie The Good Dinosaur to be

released by Pixar Animation Studios. By playing this advertisement as often as possible, the

name of the film will come to mind more easily when consumers are thinking of buying a movie

ticket.

The Good DinosaurRadio Advertisement

Radio :60

What If

SFX: MUSIC UP

ANNCR: What if.

SFX: COMET SHOOTING BY

ANNCR: The comet that hit Earth millions of years ago

SFX: QUIET SUCKING SOUND

ANNCR: Missed? (Pause)

Disneys Pixar The Good Dinosaur asks this question in its next animated adventure.

Follow the story of Arlo and Spot, two unexpected friends that go on a prehistoric journey for the

ages.

See The Good Dinosaur in theaters November 25th.

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Television Ads

The television ad that were created were not based off the radio ad. This 60 second

television advertisement would be for college students that are watching television.The Pixar

advertisements shows how its movies can reduce even the strongest of people to tears. The

television advertisement will use the same copy that the print advertisement has at the end of the

commercial. The copy that will be shown on the screen at the end is Everyone needs a good

cry. This will coincide with the print advertisement for The Good Dinosaur.

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Direct Marketing Piece

The direct mail piece will combine a short letter to the customer with a small pack of

tissues that is inside of a tiny box. The letter that is addressed to the customer will be on the front

of the tiny box. The tiny box will be small enough to fit inside of a regular mailbox. The

customer will be able to take out the tissues from the box, just as a normal tissue box would

work. The point of this direct mail piece is to imply that Pixar movies will make the customer

cry. The tissues are provided so that the customer are able to cry, then wipe away their tears (and

snot) with the tissues.

The copy that is inside of the letter will read Dear Valued Customer, we know that our

movies sometimes make you cry. We are here to tell you that its okay to cry. Everyone needs a

good cry. That is why we decided to send you some tissues for when you watch a Pixar film.

Youre Welcome. Sincerely Yours , Pixar.

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Website and Site Map

Current Website

Navigation around the Pixar homepage fell under a unifying theme and style. There are

multiple universal navigation links that make switching around to various important features

within the website easy to manage. An easily accessible home page and contact us link

contributed to the overall flowing feeling of the site. The Pixar website makes it very easy to find

whatever one may be searching for. An elegant theme, combined with attractive images and

simplified links, which create a very easy-to-use experience for Internet users. The Pixar website

has a very elegant design that separates it from its competitors. It is simple enough not to confuse

the reader, while simultaneously designed to hold the readers interest. There is just enough

information as is necessaryno more, no less. The only thing that would improve the Pixar

website would be the addition of scroll over windows that give additional information when the

user scrolls over a section.

Develop A Site Map

The current Pixar websites aesthetic is one of its finer points. There is minimal clutter and

busyness to take away from the viewing experience. Despite this, the website feels slightly

barren. The website the Blue Ospreys would design for Pixar would include non-invasive ways

to increase the amount of information available to the reader. One such example of this is an

interactive cursor: when you hover the mouse cursor over a picture, a text box appears going into

detail describing it. In addition to the links that already exist, the Pixar homepage needs a more

detailed description of its history and foundation. By adding more information behind an already

attractive homepage, the potential immersion the site offers increases. Without changing

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anything too drastic, the color scheme and background will be switched from black, to a brighter

white. This is done in order to create the illusion of more space, and it makes the website easier

on the eyes of the user.

Twitter Recommendations

Currently, the Pixar Twitter is @DisneyPixar. The twitter account is focused on the

movie The Good Dinosaur. A social media plan for Disney Pixars Twitter account is for it to

encompass the youth most of us while including adulthood as well. By developing the hashtag

#PixarGeneration. College students are part of the pixar generation. Most Pixar films came out

when college students were younger, and they got attached to the brand.

Making you laugh for 20 years. Its great to be a part of the #Pixar Generation, isnt it?

Not sure if those tears are from laughing so much or actual crying? No way to be sure if youre

part of the #PixarGeneration.

The #PixarGeneration knows and lovesFinding Nemo , feel like a kid again and go watch

Finding Dory in theatres, July 17!

Nontraditional Advertisement

The nontraditional advertisement would be on a park bench that would be found in

multiple locations around the nation. The advertisements would be for Finding Dory, a Pixar

movie that is being released next year. This advertisement would start a months before the movie

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came out to advertise the movie. The park benches have a challenge for the audience, which is to

find the different park benches around the nation. When somebody finds the bench, they will

take a picture with the bench and use the hashtag #IFoundDory on social media. The hashtag will

share the campaign with other people around the nation and let them be aware that the movie is

coming soon.

Client Pitch

The Blue Ospreys have created a campaign for Pixar that will directly identify the brand

with young men and women enrolled in college. The objective is to design advertisements that

would appeal to college students, and rekindle their Pixar memories from their childhood. After

conducting primary research it became evident that even though college students were fond of

Pixar, watching the new animated movies was not at the top of their agendas. After the primary

research results, the campaign was more appropriately molded for the target audience. The

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campaign now utilizes social media platforms and absurd advertisements to capture the target's

attention. The campaign message brings forth the witty humor shared by young adults through

mainstream trends such as memes, popular sayings, and hashtags.

Pixar currently has a target market that mostly consists of Americas youth and young

teenagers. While this is a large market, Pixar could increase its revenue by targeting college

students. Current college students are part of Generation Y and have been referred to as the

Millennial Generation, Digital Natives, and the Net Generation (Tanyel, Stuart, and Griffin).

Millennials are known for their multimedia multitasking abilities, and targeting this generation

through the different multimedia platforms should be a high priority.

These advertisements were not only designed to bring back the magic of Pixar into the

lives of young men and women, but also to express how Pixar is a brand that customers could

stay loyal to for life. This campaign was modeled after one of Walt Disneys core principles,

You're dead if you aim only for kids. Adults are only kids grown up, anyway. Pixar should

utilize the brand loyalty created by animated legends such as Toy Story,Monsters Inc. , and

Finding Nemo.

The nostalgia of the campaign advertisements will come from tying in each ad with memorable

Pixar characters. The humor mechanisms will incorporate viral trends that are happening

throughout the college community, as well as absurd and unconventional ads that will be sure to

leave an impression.

The first advertisement ties in both a nostalgic feel and humor. Or nah, is a phrase that

has been trending over social media. While social media trends become outdated pretty fast, it

would be important to stay on top of the different trends that college students participate. The

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advertisement mentions a Pixar Date which would immediately target the young adult market,

because it suggests an untraditional date idea with a brand they love. In this specific

advertisement, it suggested that the question was rhetorical and a pixar date was the only

option.

The second advertisement involves a direct marketing piece, that would be sure to make afunny statement to the target audience. Odds are that most people have never received a box of

tissues in the mail, and will create a marketing piece worth remembering.

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The third ad would incorporate the new trend from Adeles new hit, Hello. Luxo is

such an iconic symbol for the brand that, Hello Its me would make sense to the targetaudience.

The fourth ad creates a challenge for the viewers through a nontraditional advertisement.

#IFoundDory would become a national hashtag, and utilize the power of social media and word

of mouth. Dory would be strategically placed on university benches nationwide. The challenge

for the audience would be to find Dory and take a picture of her use the hashtag. The hashtag

would link the audience to the overall campaign and could be rewarded for its efforts.

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June 2015. Web. 21 Nov. 2015.

Kaur, Kam. "How Have Pixars Films Been Marketed towards Adults?" Linkedin. 17 Apr. 2015.

Web. 9 Oct. 2015.

Khouri, Andrew. "DreamWorks' Glendale Campus Sells for $215 Million."Los

Angeles Times . Los Angeles Times, 23 July 2015. Web. 30 Nov. 2015.

Loewentheil, Hannah. "Why Adults Are Flocking to the Movies to See Pixar Kids Films." Mic.

N.p., 21 June 2013. Web. 08 Oct. 2015.

McClintock, Pamela. "Box Office:'Home' Heads for Stellar $55.5M Debut After $15.6M

Friday." The Hollywood Reporter. The Hollywood Reporter, 27 Mar. 2015. Web. 24

Nov. 2015.

"Media Networks | The Walt Disney Company." Media Networks | The Walt Disney Company.

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"Millennials Outnumber Baby Boomers and Are Far More Diverse."Millennials Outnumber

Baby Boomers and Are Far More Diverse. N.p., n.d. Web. 30 Nov. 2015.

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http://bcj.com/projects/pixar-animation-studios

Pixar Animation Studios MarketLine Company Profile. Rep. no. 512110. MarketLine, 27 Apr.

2015. Web.

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the Legacy of Steve Jobs - Office Snapshots . N.p., n.d. Web. 30 Nov. 2015.

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Writing Center Documentation

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blue ospreys final project

Documents