TOMS Dream for Dream + OPUS (DePaul)

Creative Brief - Kevin McCaughey

1) What's the challenge?

Creating an iphone/mobile application that teams up with independent record stores where the record stores archive their entire inventory which will be published in the app. The inventory list will help buyers see what's new, available, used in the shop. The app will give information about each record, reviews, a band history, and related and recommended bands to the selected records.

2) What is the target audience?

People who have bought records in the past, music enthusiasts, etc

3) What does that audience currently think?

Shopping for records can be very time consuming, digging through boxes for hours. It might be nice for people to see what the store carries without asking pretentious employees or spending half your day at the story.

4) What would we like the audience to feel or think?

The audience should think about buying more than one record, and stay in the store longer, researching different bands and releases.

5) What facts or evidence will assist this change in thinking?

The information that is given about each record, related artists, recommended, samples, etc.

6) Brand essence?

Simple, fast, easy.

7) Key emotion?

To have record shoppers excited to go shopping and consistently check to see what local stores have in stock.

8) Best media to facilitate this goal?

The mobile app. Shoppers can bring their phones into the store, use the photo recognition utility or surf while coming across anything they find interesting.

9) Key elements and budget?

The archival element would take time and money.

10) single most important takeaway?

That users will find what they want, perhaps learn something new, and keep returning to the business.

11) what do we want the audience to do?

We want the audience to use the application and feel a new kind of personal record shopping experience.

Process Work-Jenn

SAlberini Stat Fiend

Title: Stat Fiend

1) What's the challenge?

The challenge is to coordinate a unified stat-collecting program that supports all mainstream games so that players around the world can showcase their stats over Facebook. Getting all major game development companies to cooperate would require a lot of effort, and then getting access to the specific stats would also pose a challenge.

2) What is the target audience?

The target audience would be all gamers. Given that nearly all mainstream games have stat-tracking built into the game, it is apparent that stats are important to gamers. Therefore, being able to compile all of these stats into one accessible place would be effective in terms of stimulating interest in anyone who plays games and wants to showcase his accomplishments over Facebook. Within the audience of all gamers, those who are considered "hardcore" would be more inclined to care about their stats, so these would make up the primary audience.

3) What does that audience currently think?

All gamers love their games, and nearly all gamers have put more than a few hours into a game they love. Therefore, they probably value the stats that they have gathered over the years, and have an appreciation for the time they have put in to each game.

4) What would we like the audience to feel or think?

We want gamers to feel a sense of accomplishment and confidence about showing their accomplishments to their friends. We want gamers to be proud of the time they've spent in these games, and we want them to be willing to let others know about their passion. Also, we want these gamers to relish in the convenience of having all of their stats in one place, accessible at any time without having to go to multiple websites to check their stats.

5) What facts or evidence will assist this change in thinking?

The fact that most mainstream games require you to be playing the game, or visit the game's website, to see one's stats leads me to believe that congregating all stats in one place would be very convenient. Also, the ability to showcase specific stats that one has gathered in an array of games has never been done; a gamer's accomplishments, stats-wise, have only ever been personally viewable.

6) Brand essence?

The brand essence would be geared toward gamers, with stylized text and a friendly, coherent functionality.

7) Key emotion?

We want gamers to feel a sense of convenience and appreciation for the simplicity of the utility. Also, we want gamers to feel a sense of competition amongst his or her friends by showcasing his or her stats.

8) Best media to facilitate this goal?

I think Facebook would work best, as nearly everyone has one in the current day. This means that Stat Fiend will be accessible and viewable by thousands, and it will be able to gain popularity through the pre-existing "gamer" groups on Facebook.

9) Key elements and budget?

The key elements will be the functionality of the utility. Will it be intuitive enough for gamers of all ages? Also, with the aesthetic appeal to gamers and make them want to showcase their stats through this utility, knowing that all of their friends will be able to view the stat card? Another key element would be getting all major game development companies involved, and gaining access to those stats which are otherwise private and inaccessible.

10) single most important takeaway?

The single most important takeaway is that all gamers feel a sense of competition upon viewing another's stat card, and thus wish to create their own.

11) what do we want the audience to do?

We want the audience to feel competitive with others in creating their stat cards and showing their best stats.

Creative Brief : Online Thrift Shopping

Creative Brief

1) What is our challenge?
The challenge is to create a website that caters to thrift shoppers. The site itself would offer thrift items but it is also possible for users to post their own items to swap or sell with other customers.

2) Who is the target audience?

Anyone that is interested in thrift shopping and bargain hunting. Yet, the site itself will more than likely have items that are of more interest to women.

3) What does the audience currently think about the brand or group?

Thrift shopping is not entirely popular in the U.S. But there are a good amount of people who enjoy bargain hunting for antiques and clothing. Specifically fashionistas and collectors. There are also those that just enjoy finding good deals.

4) What would we like the target to think and feel?

Seeing how there will be two main ways of selling, those done by the internet owner and that of the customers, I was thinking of having the internet sell things that were of higher quality and rarity. This would attract collectors who are willing to spend money on rare items. As for the customer selling I was thinking of creating a more blogger like and personal shopping experience in which prices varied as well as items.

5) Which facts, evidence, or thoughts will assist in this change of thinking? How can we support our proposition?

I think thrift shoppers would enjoy being able to bargain hunt from the comfort of their home. There are many who prefer going to the store and buying the pieces themselves but sometimes its nice to shop from the computer when you may not have time to go to the store. This is entirely beneficial and relevant to our society today which has become more focused on online buying.

6) What is the brand essence?

In reality I want the brand to have two different feelings. From the website provided items I want the audience to know that they can automatically buy items that they know are of good quality. As for the customer selling I think this will allow those people who like to bargain the opportunity to do so through the site.

7) What is the key emotion that will build a relationship with the core audience?

I think trust and thrill. Trust in the company providing great products. Thrill from being able to trade and bargain products with other users.

8) What media will best facilitate our goal?
Targeting social media sites such as facebook, twitter and other cables will help spread the word for this campaign. We can possibly work with companies whose products we sell by having them promote the store and giving discounts to those who are referred by them.

9) What are the most critical elements? What is the budget?

Critical elements in this campaign are to create trust within the customer that they can receive quality products but also great deals just like in the thrift stores.

10) What is the single most important takeaway?

I want the customer to feel comfortable shopping online for great thrift store deals. Whether it is finding something affordable or something rare.

11) What do we want the audience to do?
I would like for the audience to interact with one another in order to sell their own products or trade. For those who are looking for more quality and rarity the site can provided them with that trust that their product will be just that if they buy it through the sites stock.

Dre Sanchez - Creative Brief: Terror Cats

Vectorized 12" x 18" Concept Art. WWII colors.

Original 4" x 6" Marker Sketch. No colors.


1) What is our challenge?

The challenge is to build a social network game with appealing character design and addictive play for Facebook that pushes interactivity amongst its users, past the high score shams of most games. With powerhouse social game developer Zynga encountering financial troubles, it is clear consumers are expecting more than shallow games like Farmville and Mafia Wars. With established intellectual properties like Angry Birds crossing over into Facebook, the market is open for a homegrown Facebook game that pushes style with substance. It can be said such a game does not exist - until... Terror Cats (tentative title)!

2) Who is the target audience?

Casual and hardcore gamers. Angry Birds sets the bar in this arena, as it offers simple controls and clean aesthetics that appeal to your average non-gamer. It also appeals to hardcore gamers in terms of gameplay that pushes the user to overachieve to earn a higher score than his or her friends. Ideally, the idea is to incorporate the strategic (team-based or solo) interactivity of the two-dimensional video game classic Worms with the cuteness of Angry Birds. Another possible idea is to base a game off the tried and true childhood game of "Cops and Robbers" - but this may be more of a lofty ambition than an actual reality.

Animal lovers with a bias towards canines killing felines (or felines killing canines possibly) in a sinister yet cartoon fashion. Cats are historically known to have "nine lives" so using them as the target should not wield any malice. In a post-Mike Vick world, a game that glorifies man's best friend as patriotic warriors against catnip (or opiate) addicted terrorist scum might be a pleasant experience. However, perhaps a more neutral option is to take the Worms model of having teams, and switching "hats" - meaning a round where cats are heroes and dogs are villains, and vice versa.

Anyone who loves America should enjoy this game, however in order to remain neutral to an international market - a possible idea is to allow the user to choose the nationality of the protagonist and the antagonist. This might have to force the game to facilitate country-favored lobbies, which might set back the accessibility. Another idea is to base matches according to historical warfare - i.e. Allied Dogs vs. Nazi Cats, American Cats vs. Japanese Kamidogs, etc. Hell, even the Civil War and other ancient battles could be used to keep international sensitivity low. Perhaps to keep people from feeling offended, the game could model itself after the movie Heat - S.W.A.T. Dogs and Bank Robbers/Terrorist Cats.

3) What does the audience currently think about the brand or group?

Well, it should be a clean slate unless Purina or some well known manufacturer of dog-based (or even pro-cat or neutral) products hops into the action - but that might cheapen the value of the game.

4) What would we like the target to think and feel?

"Oh shit, take that you Talicat scumbag! America!!! Fuck yea!!!! Oh crap, I just got the ultra rare ivory dog bone for obliterating those ass clowns in one shot! Purina dog chow for all my team!" (user takes Jameson shot) "Yeaahhhhhh!!!!" (user recreates Tiger Woods fist pump)

Seriously though, the hope is the user spends his or her time playing this game because he or she feels the gameplay is fun and addictive. Something to make those long hours at work bearable by being immersed in a world of comedic violence. Imagine a whole cubicle-based office immersing themselves into cooperative warfare as a unit, or even split as teams. This is where the Worms model might be the perfect vehicle, as it utilizes turn-based warfare - akin to the Scrabble-knockoff Words.

5) Which facts, evidence or thoughts will assist in this change of thinking? How can we support our proposition?

Looking at the Worms model, the game has always critically scored well with video game enthusiasts. However, it is hard to build accessibility with a broad audience when the characters are disgusting, spineless creatures. By infusing the cuteness of dogs and cats - pets we all love and adore for the most part - it is not hard to think that this brand of warfare can succeed.

6) What is the brand essence?

The identity of the brand is to kick ass, be it dog or cat.

7) What is the key emotion that build a relationship with the core audience?

Patriotism or just a genuine feeling of kicking ass over some body inferior. Nothing quenches the thirst of every day suck-dom than destroying people in a game that probably does not really matter, but hey - I take every mini-victory in stride!

8) What media will best facilitate our goal?

Facebook, since people are addicted to it and it allows games to flourish. Twitter or other social networks will not work.

9) What are the most critical elements? What is the budget?

Obviously the gameplay needs to be fair and balanced, but again - the game Worms has a proven formula. The characters need to be designed with enough simplicity yet define a personality that invokes non-gamers to check it out. The budget, quite frankly - should be low. Worms has not changed much since 2000, so I imagine it could be reproduced and re-engineered for not much. Thankfully, in the world of social networks games - games are completed in months versus the years it takes to manufacture a console-specific and graphic heavy game.

10) What is the single most important takeaway?

"My work blows, but hey, I just sent NorwaysFinest (or other user handle of choice) into oblivion!" "Take that, Fred! Looks like your buying our team rounds after work - beeyotch!" etc.

11) What do we want audiences to do?

To keep playing the game on Facebook, preventing them from making needless status updates because they are so engrossed into canine versus feline warfare.

Instagram Your Look Ideas-LeoS