maria rosales portfolio

416.303.7783 | [email protected]

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maria rosales | writer 416.303.7783 | mariaromil ia.rosales@gmail .com 1

c o n c e p t u a lClient: NomadTitle: Tragic FameDescript ion: Conceived for this clothing boutique’s summer 2007 lookbook

Tragic Fame is a fashion story about a tortured artist’s dress- up ritual bringing 3 dead style icons to back to life. Andy Warhol, Kurt Cobain and JT Leroy are bound, aesthetically, by their iconic blonde hair and sunglasses, and conceptually, by their tragically famous ‘deaths’.

>Conceptual design & Creative brief>Producer/Creative Director>Clothing Stylist

http://www.nomadshop.net


c o n c e p t u a lClient: NomadTitle: Untit ledDescript ion: Online Lookbook Fall 2006

In response to an emerging androgyny in fashion, Nomad’s Fall 2006 lookbook was shot with female models alongside males. The female models, however, wore men’s clothing in deconstructed and re-appropriated styles. The concept worked to elevate Nomad’s menswear pieces into fetishized, playful objects of style.

> Conceptual design> Clothing Stylist> Creative Director



c o n c e p t u a lClient: UnileverTitle: Profi le Development Tool (Prototype)Descript ion: Interactive Video Questionnaire for Unilever editorial website, Homebasics.ca

This interactive video questionnaire was conceived to support the functional and editorial revitalization of Homebasics.ca, as a Profile Development Tool. The PDT was designed to drive members to enter profile data. The data collected would enable personalized content to be served to Homebasics.ca’s members, upon logging into the site.

> Conceptual design> Monologue Editor> Direction of monologue video shoot

http://www.homebasics.ca

http://www.homebasics.ca


c o n t e n t s t r a t e g yClient: Home Depot CanadaTitle: The Home Depot DIY Re-launchDescript ion: Re-launch of Homedepot.caDo it Yourself website section

The Home Depot’s DIY (Do It Yourself) audience is a highly female audience. The re-launch of the Homedepot.ca’s DIY microsite introduced female-targed functionality to boost site usage, and drive more traffic to The Home Depot store locations. The existing DIY project content was also re-written according to the Editorial Style Guide for DIY for project writers.

> Content & Functional Strategy> Development of DIY Editorial Style Guide

http://diy.homedepot.ca/diy/landing.jsp?N=0&langId=-15


c o n t e n t s t r a t e g yClient: SamsungTitle: Blu-Ray LiveDescript ion: Samsung Blu-Ray Technology educational website

During the release race between Blu-Ray and HD-DVD technologies, prior to the release of either on the market, Samsung launched an educational website all about Blu-Ray technology. By being the first to provide thorough and elegant user-friendly tech information, the website built customer loyalty among early adopters of the technology. > Content Strategy > Educational copywriting


c o n t e n t s t r a t e g yClient: Revlon CanadaTitle: MyRevlonDescript ion: Revlon Online Channel +Marketing Campaign (Request for Proposal)

MyRevlon was the proposal name for an Online Channel and Marketing Campaign. The MyRevlon proposal detailed how a make-up channel and website could look, and included supporting site content, banner ads, and a marketing contest idea, “Kiss and Tell”. > Site conceptual design> Marketing contest initiative > Content Strategy > Marketing & Editorial copywriting


w e b z i n e w r i t i n gClient: Earwaks.comTitle: Zaki Ibrahim FeatureDescript ion: Music interview & art icle

Earwaks.com, an urban music community and culture webzine, asked me to interview and write a feature on the up and coming singer/songwriter Zaki Ibrahim. The article’s tone was geared at Earwaks.com’s hip and music-savvy young adult audience.

> Music writing> Interview

http://www.earwaks.com

http://www.earwaks.com

http://earwaks.com/beats/396/zaki-ibrahim.html

w e b z i n e w r i t i n gClient: N/ATitle: www.themarianista.blogspot.comDescript ion: Art & Design Blog

This personal initiative is a curatorial showcase of interesting news and works in the art and design spheres. The blog has attracted an audience organically by highlighting niche art and design culture news to readers hungry for visual stimu-lation and ideas.

> Writing> Research> Basic HTML layout> Blog traffic strategy


http://www.themarianista.blogspot.com

http://www.themarianista.blogspot.com

p r + m a r k e t i n gClient: Unitedfront (Goodfoot, Nomad, Ransom)Title: N/ADescript ion: Press releases & promotional materials for streetwear and fashion retailers(ongoing)

The Unitedfront brands cater to unique niche markets that demand a deep understanding of their clientele, and the appropriate voice to successfully represent them in press releases and promotional materials. Their audience consists of stylish males, ages ranging from youth to mid 30’s (Goodfoot and Ransom stores), and late 20’s to middle age (Nomad boutique).

> Copywriting > Press Release writing > Youth Market research


http://www.getonthegoodfoot.ca


http://www.ransomholdingco.com

p r + m a r k e t i n gClient: V51 & FirmexTitle: N/ADescript ion: Writ ing & copy editor of promo-tional materials

V51 and Firmex are sister software companies. V51 launches several web sites a year for a variety of clients, while Firmex sells a specialized web application to law firms. These companies require pr writing ranging from press releases to email marketing campaigns. > Press Release writing> Business writing> Copy editing


http://www.v51.com

http://www.firmex.com/

o t h e rClient: GoodfootTitle: Goodfoot UmbrellaDescript ion: slogan for Goodfoot Vancouver promotional umbrella

Leading up to the Toronto-based Goodfoot’s store opening in Vancouver, blog forums buzzed with gossip that pitted Good-foot supporters against non-supporters.

At the opening, the store gave out free umbrellas as a playful nod to Vancouver weather. “Goodfoot rained on my parade” was printed on the umbrellas as a cheeky reply to the rheto-ric from a competitor online. It was also one of many “slogan battles” between the competing retailers.

> Slogan copywriting



o t h e rClient: Goodfoot/RansomTitle: My Lane Bike T-shirtDescript ion: T-shirt Slogan

This past summer saw an emergence of the fixed-gear track bicycle trend. To show solidarity with fixed-gear & all bicycle enthusiasts alike, Goodfoot/Ransom stores put out the “My Lane” T-shirt that speaks to the common trials of cyclists facing aggressive motorists on the road. The T’s also remind motorists behind cyclists of the bicycle laws that protect cyclists.

> Slogan copywriting



http://www.ransomholdingco.com


o t h e rClient: HeartbreakTitle: Heartbreak Debut Collection Descript ion: Conceptual design for women’s clothing l ine

The graphics in Heartbreak’s debut collection play with the sentiment of the label’s name. The Celebrity Crush series is comprised of celebrity icons popular during the youth of the line’s late 20’s to mid 30’s demographic. Each shirt features a phrase summarizing the end the celebrity crush; Kate Moss “blew it”, River Pheonix “heart failure”, and Winona Ryder “Stole more than my heart”.

Other tees include re-writes of the Katherine Hamnett political slogan shirts of the 90’s (“Make Love Not Drama”), and an ode to the Rolling Stones song “Wild Horses” that features the sheet music on the back.

> Conceptual clothing designer> Slogan writing

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