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Portfolio 2019

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PO

TF

JASON

SHOFFMAN

LIO

Art Direction & Design


02

IT’S

ALL

HERE


YouTube Music

the campaign

Brought in as creative lead for the

YouTube Music campaign from Q3 2018

to Q1 2019. My main role was to oversee

the creative direction on multiple work

streams to promote awareness of this

new, standalone app. I provided the

creative and art direction to cover

deliverables for OOH, DOOH, Paid

Social, Organic Social, Display, Print and

Cinema. Which included briefing and

managing a team of motion designers

and artworkers to produce every asset

deliverable for the campaign.

03


04

Sport England


THIS

GIRL CAN

05

campaign brief

The brief was to get more women 14-40

participating in 30 minutes of physical exercise

per week. The campaign had to be motivating

with a clear call to action. The agency came up

with ‘This Girl Can’, depicting your normal

everyday woman pushing herself to exercise

and show she has what it takes to do it. I was

involved in helping art direct from the concepts,

through to designing the artwork across digital

medium. The campaign was so successful

that it received 3 million YouTube views in just

36 hours. Traffic to the agency website went up

70.4% on its daily average.


TANGO LEAGUE

06

tango league final

I was tasked to art direct the journey to the Tango Leauge final

2018, building hype. Naturally, the platform for this was social

channels. I created storyboards to shape the creative, showcasing

the key highlights from the individual Tango League tournament

events. To keep the social feel to it, native platform tools were

dotted into the execution. This was brought to life with motion

design across Instagram, Facebook and Twitter. Culminating in

an Instagram story along with social cut-downs.


world cup gif pack

To make sure adidas was at the forefront of

social conversation during the World Cup, they

wanted to create an official sticker pack on the

ever-popular Giphy platform. On a limited budget,

using footage from previous campaigns only, the

art direction had to be simple and delightful. The

outcome was a series of gifs, using well-known

adidas ambassadors, tailored for different

in-game scenarios. This gave users shareable

content, which they could bolt on to their social

stories and posts.

Adidas

WORLD

CUP

GIF

PACK

07


Reebok

08

the campaign

Provided art direction and executed the creative

for the Reebok Meet You There campaign.

Resulting in 41 unique resolutions, across the

UK’s DOOH network. The campaign focused on

bold prints made for mixing, leaning on the

mantra that your style is all yours.

The Meet You There collection entices you to add

some attitude to your wardrobe with a look that

says whatever you want it to. The art direction and

photography treatment reflected this with its moody,

unfiltered look.


MEET

YOU

THERE

09


SOME

CALL IT

MADNESS

10

the insight

The strategy for the UEFA Champions League

‘Road to Milan’ 2016 was based on a single,

key football insight: football fans will do

passionate things for their love of the sport,

their team and their favourite players, which

to the non-fan may seem like mad behaviour.

Through the premise of the global Priceless

campaign, MasterCard understands the fans’

passion for the beautiful game, resulting in the

campaign positioning of:

‘Some call it Madness, we call it Priceless!’


MasterCard

11

the creative

My role as Art Director was to oversee the

campaign creative, across multiple formats

and design medium within ATL & BTL

disciplines. The main creative focus was on

Priceless Surprises, taking over the city of

Milan, and a pan-European social campaign.


Personal Project

the brief

To find the most creative way of proposing to my

now fiancée Simone, I centred the proposal around

two of her interests- Disney and photographs.

Using Disney as a smokescreen, I created a

plausible story where Simone believed she was

invited to an exclusive Disney exhibition, along

with my sister, as a guest of my sister’s husband’s

record label. The proposal went viral within days,

amassing millions of media impressions.

12


THE

DISNEY

PROPOSAL

13

the execution

Using actual Disney prints in the main gallery, with

excerpts about each piece, I knew I could make the

exhibition seem genuine. Authenticity was heightened

with actors walking around, a photographer, Disney

piano music and some waiters serving champagne.

Downstairs, Simone thought there were one off prints

for sale. What she actually found were milestone

pictures from our relationship, reimagined in Disney

form. Collaborating with an illustrator, I ensured each

artwork replicated every detail of the original picturefrom

the outfits, to the backgrounds, to all the names

and the dates within which each event took place.


14

THE

ALFA

CLUB


Alfa Romeo

15

project overview

With Alfa Romeo pumping £8bn into new car models,

they wanted to innovate and revolutionise the car

buying experience. Looking at the user journey

of a car purchase from inspiration, evaluation,

confirmation, all the way through to positive

usage- we put the driver at the heart of the driving

experience. This was executed by making them feel

connected with the car at every stage, using digital

and wearable technology. Driving behaviour could be

tracked so you could see your performance and see

how you compare with other Alfa owners, creating

brand love and helping Alfa Romeo collect data.


Sony Pictures

16

print layout

Provided art direction and design for

a campaign analysis of The Amazing

Spider-Man 2. I visualised data from a

Powerpoint into a 24 page brochure,

to send out to various stakeholders.

This was part of the campaign wrap,

to ensure everyone was aware of the

statistical success of the advertising

campaign, while promoting the film.


THE AMAZING

SPIDER-MAN 2

17


HAPPILY

EVER

ACTIVE

18

project overview

Provided art direction and design to

completely revamp Virgin Active’s ageing

website. Focused on differentiating

Virgin from its main competitors through

bespoke art direction and engaging user

content. In-keeping with Virgin Active’s

brand values, the website’s look and feel

and persona-centric content ensures that

users can easily visualise themselves in

the gym environment.


Virgin Active

the thinking

Class video trailers that focus on the

sounds and ambience you experience

in a class, give a more realistic

interpretation of what to expect. The

vibrancy and normalisation of imagery

enables the user to picture themselves in

the Virgin Active environment, void from

typecast and prejudice.

19

www.virginactive.co.uk


Personal Project

20

identity

As an art director and designer, I understand

the importance of a brand. It breathes life into

a product, giving it a personality and a face

to remember. I like to produce identities that

perfectly reflect a brand and its values. Here

is a broad selection of some of the identities

I have artworked. They range from DJ’s and

aesthetic clinics, to creative agencies.


BRANDING

21


22

NHS PLUS


NHS

23

project overview

With the NHS 111 service coming under the

media spotlight, the NHS implemented a five

year plan to optimise the service. I was tasked

to art direct and design the digital user journey.

We came up with NHS Plus. Using digital and

wearable technology, we completely simplified

the health service. We ensured diagnosing and

solving health conditions was a user-friendly

experience, that could be navigated quickly and

easily. The flat design and sans serif typeface

makes it easy for all age groups to digest.


+44 (0) 7790 598 484

shoffyj.co.uk

hi@shoffyj.co.uk

linkedin.com/in/shoffyj

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