almudena pastor portfolio 05 07

8/9/2019 Almudena Pastor Portfolio 05 07

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Introduct on

Stage 1. GETTING MY FEET ON TO THE LADDER

Stage 2. LANDING ON THE PR ARENA

Stage 3. GETTING THINGS RIGHT

Stage 4. BROADENING HORIZONS

Stage 5. GETTING BACK ON TRACK ANDEXPANDING MY CAREER

Stage 6. WHAT NEXT?

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As everyone agrees ‘an image is worth more than a thousand words’ and so

that is the very reason for this portfolio. Because and even though, I

don’t consider myself a graphic designer nor a graphic artist, I instead

deem myself as ‘an excellent communicator’. I am someone who is able toget across my proposals and visualise my ideas in order to put them onto

paper (or any other available format) so as to brief - inform the different

parties involved and yet achieve successful goals.

You can apply this fact to any of the fi elds I have tried my hands at so

far, after graduating in Advertising and PR. My experience involves briefi ng

graphic designers into the production of brochures, writing and targeting

press releases to the media of interest and organising and coordinating

events or devising and implementing Advertorials. Lately, I have alsoexperienced the fast growing digital market…A very interesting background

of great achievements where I always came across proposing and creating,

targeting, pitching and implementing original ideas and, most of the time,

successful campaigns with a very ‘graphic and visual’ fi nal outcome.

Likewise I would like you to enjoy and explore with me the fi ve stages and

main achievements of my professional career - a cube still in progress,

craving to accomplish new challenges so as to complete its structure.

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Prior to fi nishing my degree, with an Erasmus Scholarship in Italy, I attained

ome professional experience both as a part time Assistant to a freelance

Sales Executive (working for the home ware industry) and as an ccountExecutive Trainee on board of an Advertising Agency specialising in below

the line…that was my short saunter through ‘Pool, Publicity Creations’ (a

client handling, budget requests, research, keeping a photographic database

updated, collecting samples, commissioning photographers, assisting in

castings and briefi ng the Creative Department. Well, as you can guess, a

very multi-tasked position, with long working hours where I developed a

very ‘can do’ attitude coupled with high organisational and communicational

kills so as to coordinate and implement the production of commercial

brochures, on time and on budget - and so you will appreciate with some

examples!

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Final arts and colour proofs of some pages extacted

from several brochures for Continente Supermarkets.

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fter coming back to Spain from my awe-inspiring year in Italy, learning

the language and culture and completing my degree, I got my feet onto the

PR industry. I was hired by MR&A Communication, a Madrid-based PR Agency,

ere I spent nearly a year learning, writing and diving deep inside the

orld of the Swiss timepiece manufacturers, across a very assorted range

of clients. Eventually I came to assume new responsibilities, ending up

as an Account Executive for Swatch, the Generations Project (a cultural

nitiative funded by a Financial Organisation) and fortunately, getting

of the new Swatch’s jewellery range (Swatch Bijoux) and the presentation

of the Swatch Travelling Vendôme Collection. Plenty of great PR campaigns,

ith lots of celebrities involved, that were largely talked about and

helped me to push up the brand exposure - also enabling me to develop my

extensive contact list!

Simultaneously, I took part in the organisation and media coverage of

the Generations Project, sponsored by the Charitable Work of Caja MadridBank, with the aim to promote and support young artists and creators in

fi ve disciplines (painting, sculpture and etching, photography and graphic

design). It was a project that I will fondly remember with lots of

enthusiasm and emotion, as it was something I’d always been attracted to!

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Some examples of the numerous press releases written for some of the main

lients at MR&A Communication, including the Swatch Group Spain (Tissot,

ongines, Ck Watches, Swatch, Hamilton, etc), a few food companies and

estaurants (El Templo del Cafe, La Galea), videogames (Proein), fashion

rands (Superga and Agatha Ruiz de la Prada), along with overall communica-

tions about the Agency itself.

12 ed t ng press releases



events

Swatch chill out set at the Interna-

tional Art Fair of ARCO 2003, Madrid

(Spain) which hosted Switzerland as

a guest country.

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International exhibition staged in Athens and held at the

Antheon, involving celebrities, designers and artists world-

ide, in addition to local schools and educational institu-

tions. It seduced international press as the very fi rst bait

to promote the Olympic Games 2004.

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Kaleidoscope Project



events

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National launch of the new Swatch release of jewellery, the new range Swatch

Bijoux. Event held at the Instituto Europeo di Design, 2002 Madrid.

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2003 Generations Project

prize-giving ceremony,

funded by the Charitable

Work o f Caja Madrid Bank and

held at the fascinating and

compelling Lighting House

(cultural centre), Madrid.

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The next challenge I had was a tremendous opportunity to work with another

very prestigious national PR Agency, which was 100% involved in the fashion

industry. I entered Finally Press, where I embarked on a PR Manager role,

directly reporting to Nike - a one off chance without a doubt, which was

highly exciting.

I landed just in time to tackle the organization of an international exhibition

that was travelling worldwide from Los Angeles. We were celebrating 30 years

Nike! My main tasks involved translating press releases, collating a database

of all the main national fashion media, dealt with clients, journalists and

stylists on a daily basis, prepared the press clippings, staged events and

proposed and targeted the so called Advertorials.

And the proposal of Advertorials was without hesitation, the task I enjoyed

the most…Yes! It was such an interesting thing to do, that even all the

many problems and sometimes refusal from the magazines, I kept on trying andalways haggled over a quite successful results, in terms of exposure and

corporate image, positioning and boosting the brand as a ‘cool trend’. I

basically staged Advertorials for the two main ranges I was working for that

were Nike Women and the most fashionable one, Edge and Trend.

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events

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What? International Sole Provider Exhibition.

Why? We were celebrating the 30 Anniversary of the

Dunk trainer.

Where? The exhibition was travelling from L.A. to

Madrid, where it was held at the Garage Regium

store.

Who? Massive attendance of media, celebrities and

sportsmen.From clockwise Joaquin Cortes, Leonor

Waitling, Najwa Nimri and Pau Gasol. Performance of

the up and coming fl amenco band Las Niñas.



n ke woman advertor als

may 03 - sep 04 25



What? Woman Advertorial arranged with Woman magazine, featuring one of the

top ten spanish actresses Natalia Verbeke on a pampering treatment weekend.

Where? In London, at a Spa Hotel and shopping down town.

Why? Exposure of the Studio 71 Nike Woman range. Joint-venture with more

ran s.

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What? Woman Advertorial carried out in collaboration with Marie Claire

magazine (Beauty edition), featuring a coaching day with the Spanish

olympic medallist swimmer, Gemma Mengual.

Where? In Madrid, at the INEF.

Why? To hype key styles of the current collection, via product

placement.

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What? Woman Advertorial coordinated with the national pull-out El

Periodico, featuring the musical Fame.

Where? At the Tivoli Theatre, in Barcelona (Spain), where the company

was performing at the time.

Why? Presentation of new sporty trends for the upcoming autunm

winter season, featured by the female dancers of the musical. Multi-brand

advertorial.

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What? Woman Advertorial coordinated with the national pull-outMujer de Hoy (Issue: 10th April 2004),following the well-

known spanish TV presenter Patricia Conde in her early jogging

stroll.

Where? In Madrid, at the Retiro Park.

Why? The friendly presenter reveals the readers her ‘do it easy’

beauty secrets for being so pretty and in shape. Product place-

ment with Nike outfi t.

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What? E&T Advertorial staged

with the avant-gard magazine

Neo2.

Where? In Barcelona, set in

a car wash, visualising the

different stages of the

service with several

exercises.

Why? Promotion of key styles

of interest.

n ke edge & trend advertor als

maz 03 - sep 04 33



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What? E&T Advertorial produced with the music and trend cult magazine Tendencias.

Where? In a studio in Madrid.

Why? Multi brand joint-venture to present the trends of the season, sports

orientated, commemorating the forthcoming 2004 Olympic Games.

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What? E&T Advertorial featured on the independent and music magazine Suite. Report

on international alternative publications and how they evolve from an initial

conception to a fi nal result.Where? Shooting cover versions of the most renowned ones in Barcelona.

Why? Coverage of the collection’s key styles. Positioning the brand as a cool

trend.

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What? E&T Advertorial in

collaboration with the

music and trend magazine

Alterego showing a breakdance

performance.

Where? In a studio in

Madrid.Why?To better communi-

cate and standardize

the hip hop streetwise,

head-turning trend that was

the main inspiration of the

range those days. Product

placement of key styles of

interest.

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However, and despite being quite content in ‘Finally’, I came to voluntarily

quit with the intention of furthering my career and still learn a lot more

of new experiences somewhere abroad.

so called Advertorials.

And the fi nal results in terms of achievement and creativity were quite

encouraging for an amateur as myself. I ended up all courses registered with

a very satisfactory feeling of having learnt the ropes of a new Art and still

having had so much fun!

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BRIEFING FOR THE LAUNCH CAMPAIGN OF A NEW ELECTRIC CAR BY BMW - ‘KLEANY’

CONCEPT> This is the pre-launch campaign which would create expectation about

the new car, whithout showing it at all, just the logo of the brand. The

concept focuses on the main advantages of the car, but always in line with the

reputation and corporate image that defi ne BMW. Kleany’s key differentiating

feature is that is non polluting, thus being a smart,neat and high-tech car.

MEDIA PLAN> Creative line: A blue bright sky with

perfect white clouds. Footpage including the slogan and logo

TV: 18’’ ad. Slow pacing footage of the sky, with a background music of nature (birds,

fresh air). Suddenly an off-sound of a closing boot and an off-voice saying the slogan.

RADIO: Just the background sound of nature. Then the sound of a

closing boot and the off-voice saying the slogan and the brand

PRINT MEDIA: As specifi ed above.

art d rect on pro ects

(advert s ng and ed tor al worlds) 45



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REDISEGNING ABSOLUT PRINT CAMPAIGNS

CONCEPT> We will follow the same creative line successfully applied

by the brand so far in order to ensure recognition and keep up the

already gained reputation. With the intention of adding a little

changing trick we turn the previous concept upside down, stressing the

relevance of the bottle’s content, in accordance with its cult status.

Hence, we will devise afi rst black layer defi ning the bottle’s silhouette, emulating a

door lock through which we peer so as to discover a great, exciting and cool story.

There will be a series of printed adverts, all with the same idea.

The difference, however, will come from the story refl ected

ithin the bottle and the slogan itself, both of them associated with the

main attributes that defi ne the brand (Cool, genuine, blissful).

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BRIEFING OF THE LAUNCH CAMPAIGN OF RIBELLE, A NEW

VERSACE PARFUM

In line with the corporate identity and focusing on

the brand’s target market(existing Versace customers

aged 28 to 40), the main concept of the print campaign

is a close-up frame of a B W image showing the neck of

a pretty lady. The picture reveals the forward neck

of her Versace dress, but without being too explicitso as not to attract excesive attention. From here we

will toy with the idea that she ‘reveals’ (=RIBELLE in

italian) her beauty secret, which is her parfum. This

is the reason why the picture is held in black and

white, adding colour only to the relevant elements.

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CONCEPTION AND DESIGN OF A NEW MAGAZINE IN THE BRITISH MARKET

NAME AND LOGO> The title chosen for the magazine is TRENDY, representing the target

audience’s main interests. The male and female readers, aged 25 to 38,

mainly liberally minded young professionals. Therefore, our readers will

stand out for being very friendly, creative, superbly confi dent, smart,

open-minded and with a huge spectrum of interests that are covered in the

different sections of the magazine such as latest technologies (gadgets),

cultural and artistic releases(watch out!), fashion, decoration (warm home) to travel

(jot down). The monthly magazine will turn into a local travel guide by taking the last

page and turning it upside down. The section comprises a chosen monthly destination

worldwide, showing the trendiest bars, restaurants, shops and leiusre activities in town.

The logo itself will include the text (Haettenschweiler typography) on top of the

logotype, a cool geometric stool bar, an allusion to the wide array of contents (design,

decor, going out, fashionable items). On the logotype’s bottom we fi nd the the fl ag’s

colours representing the country of interest. Turning it all the way round, the stool

takes the shape of a coctail, indentifying the logo of the travel guide at the rear.

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COVERS> In line with the concept described

previously, the cover will show the logo on the top righthand side (thus becoming the title itself) and just

lying beneath a close - up image showing an item or

c aracter re ate to any o t e contents. In t e same

way, the back page will show the guide’s logo, the

inverse stool showing now the cocktail glass,

specifying the name of the guest city.

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SECTIONS> As indicated above, there will be fi ve main sections:

Gadgets, Watch out, fashion, Warm home and Jot down. The up-

side down guide will have a layout resembling alphabetical

classifi ed adverts, containing info on the best restaurants,

pubs, clubs, shops, museums, art galleries and cinemas in

town.

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ART DIRECTION FOR THE LAUNCH OF THE NEW 2005 ITALIAN HANDBAG BRAND

COCCINELLE SPRING - SUMMER COLLECTION

CONCEPT> The creative idea gets across the same attributes that defi ne

Coccinelle handbags which stand out for their fun and stylish designs

and the high quality of materials (ranging from leather to canvas), thatmakes them the right handbag of choice for all day and night occasions.

The print campaign is going to be based on a series of four stories,

eaturing our target range (dynamic, friendly, funky and sassy ladies

aged 20 to 35 years old), in different daily situations in which the

handbags become the main character. In order to emphasize the narrative

dea, the images will come up as a cartoon strip, showing the handbag in

the foreground, with the logo at the bottom. The text will be left out

so as to encourage the imagination and focus on the story in which the

handbag speaks on behalf of its holder.

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technical details

location> Italy, maybe

Sicily, somewhere by thebeach where we can capture

the four situations around

town, and with a very bright

light

photograher> Graham

Montgomery (picture in detail

of the products)

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ART DIRECTION FOR A NEW PILSNER BEER ADVERTISING CAMPAIGN. DRAWING STORY

BOARDS

CONCEPT> The creative idea comes up from the own Pilsner’s USP, which

places it as the fi rst brewery around the world which brewed a lager beer.

And so, Pilsner is the fi rst and the original lager beer, brewed with the

most traditional processes behind it.From those attributes we will work out the creative idea set in comic

concepts. We will work on three TV adverts, in addition to a fourth one,

responding to the expansion plans of the company towards the oriental

market. Therefore, the creative idea will work with these four concepts:

the beginning, the original, the authentic and broaden horizons to the

lager beer.

FILMMAKER DIRECTOR> David Lachapelle as he stands out for taking amusing,

itty and humorous scenes, always using smart imagery.

ILLUSTRATOR> French fashion illustrator Carlotta (Elle International, The

New Yorker, Spur Japan, Traveler, Vogue, L’ Oreal, Pierre Jouet, etc).

OCATION> In studio + post production and illustration.

STYLIST> Annette Felder (I – D).

MAKE –UP ARTIST/ HAIR STYLIST> Sara Glick.

MODELS> Juliet Adams Models and Actors Agency.

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THE BEGINNING (21’’)

It associates, in a comic way, the idea of ‘the beginning’ to the Big Bang blast

and the ‘beginning’of Life.

1. A dark blurred cloud comes up in the centre of the screen and both an off

voice and a printed text catch our attention with the message: ‘At the beginningeverything was dark’.

-3. Then the story furthers with dynamic and shaken footages of the black

eteor.

4. The meteor blows up, turning into ‘Eva’, the fi rst blonde woman (=the fi rst

ager beer) which marks the beginning of Existence.

5. Closing the advert up comes the image in detail of a Pilsner bottle with the

logan.

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1. On this occasion the advert opens with the footage of a foetus.

2. CU shot of the newborn’s birth, focussing on the blonde hair, toying with the

idea of the authentic ’blonde czech’ as the ’authentic fi rst lager beer’.

3. Hospital room with the incubators with toddlers from different nationalities,our main character the only blonde one.

4. The camera pans down showing a master shot of the parents looking for their

pretty baby.

5. Toddler’s close up.

6. Last footage, the bottle of Pilsner with the off voice and the slogan: ’The

authentic lager comes from the Czech Republic. Enjoy the authenticity, choose

your Pilsner’.

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THE ORIGINAL (32’’)

1.This story will feature Marilyn Monroe. It will open with a master shot of a

stage picturing a few blonde girls in the spotlight, being the focus of all the

photographers behind the scenes.

2.The camera pans in, approaching the blonde girl on the foreground, while a

hand from the crowd hands over a Pilsner and an off voice says:’Marilyn’.

3.The camera pans in deeper, showing the real Marilyn on the front while the

other blonde girls in the background become smudged.

4. Marilyn’s CU shot drinking her Pilsner.

5. The camera pans back showing Marilyn’s skirt lifting up.

6-7. A new master shot of the smudged fake blonde girls and a new one of the

stage with Marilyn belching on it.

8. Bottle and slogan: ’The original Marilyn Monroe, the gorgeous larger Holly-

wood star. Don’t have imitations. Drink your lager Pilsner Urquell.

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BROADEN HORIZONS

1. Black background showing the silhouette of a geisha.

2. Master shot of a japanese city.

3. MS of a blonde geisha.

4. Bottle and slogan: ’The fi rst lager geisha. Pilsner Urquell breaking

horizons’.

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MODEL MAKING PROJECT: DESIGN AND MODEL OF A HOTEL BATHROOM

CONCEPT> It is a very zen hotel somewhere by the beach with the architectural

design based on the idea of peace and simple shapes. That is why the bathroom is

going to be made of concrete with very geometrical furniture that melt with the

architecture.

The hotel itself makes the most of the landscape, making use of its shape to

scale the different fl oors. So the bathrooms are facing the sea (with a minimalist

landscape window facing the bath, as a point of light and harmony), and boast a

mahogany fl oor terrace with a solarium and a zen garden.

62 art direction projects

(fi lm industry)



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ODELLING THE DINNER FEATURED AT THE

‘UNBELIEVABLE TRUTH’ BY HAL HARTLEY

The story is set in Long Island, in the 80s.

fter doing research and just

ollowing a few chapters of the overall plot, we

devise the idea and draw the rough draft.

The model is made of a foam board, using

different additional materials that complete

the details.

For the fi nal presentation we took pictures,

even lighting the model, and the fi nal result

s of maximum realism.

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After two unforgettable years living in London and some minor experiences on

my fi eld I got back in Spain where I started working for a London-based Online

PR and Marketing Communications Agency which is expanding in the Spanish

mar etp ace.

value results for clients in terms of creative publicity and ROI. Moreover

and due to the very international nature of the clients and the daily contact

with the HQ in London I have been able to keep alive my grasp of the English

language as an 80% of the work evolved is in English.

I feel really proud of the results achieved so far and deeply believe I have

got to grips the online side of the business hitting the ground running.

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onl ne PR and market ng campa gns

And as a Publicist within Way to Blue I have been responsible for fi rst class

online campaigns directly reporting to four main clients: 20th Century Fox, FoxHome Entertainment, Universal and THQ Wireless International.

In addition to helping the company out with the smooth running of the Spanish

branch and traffi cking the workload during the Account Manager’s maternity leave,

I’ve been also driving assigned campaigns from conception through to implemen-

tation attaining excellent results in terms of exposure and accountability. I

have boasted high profi le creativity and arise traffi c through the organisition of

competitions, seeking creative partnerships in many cases that brought in high

value prizes in return for corporate visibility.

Overall accomplishment of main objectives, raising early awareness, positioning

the titles amongst targeted sites, crossing over other key outlets, ensuring ROI

and arousing interest through special features, exclusives and scoops.

You will fi nd next succinct examples on different campaigns carried out.



70 fi lm campaigns

SUNSHINE> From left to right: Poster and some digital cuts at key siyes (Terra,

ElPais.com, ElMundo.com and EP3)

THE GOOD SHEPHERD> From left to right: Poster and main coverage (Orange, Tele5,

Yahoo, Hola.com)



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DVD campa gns

STAR WARS SPECIAL EDITION> From left to right: Covers and some digital cuts at

key siyes (Terra, Tiscali and 20 Minutes)

ERAGON DVD - SPECIAL EDITION> From left to right: Covers and main coverage (EP3,

MSN and ABC.es)



72 mobile games campaigns

DESTROY ALL HUMANS2> From left to right: Packshot and some digital cuts at key

siyes (Ya.com, Pasarmiedo and Tiramillas)

WORMS CRAZY GOLF> From left to right: Screenshot and main coverage (Terra,

GQ and EP3)



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Stage 5. WHAT NEXT?



And I’m now in the lookout for new and enhancing professional experiences

that lead me to higher standards and can yield in a career plan whith

a real scope for both growing and getting involved in the growth of

the company.

AP. Almudena Pastor – a cube into motion within the Advertising and PR

orld actively seeking to jump on to the next stage so as to further

progress her career.

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almudena pastor portfolio 05 07

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