Siravich portfolio

Midpoint review/Fall 2013Siravich Chatchaiganan (Pan)

Copywriter

03627192

A copywriter is an artist by using language. Inside you will find out how a copywriter creates work that can hang inside an art gallery.

Life’s short, but art lives forever.

Table of contents

AutobiographyI believe language

is a powerful

weapon to reach

my dream.

ResumeGood experiences

will lead to a great

job.

Campaign 1

Bikini Zone A shaving gel that

provides fast relief

and replaces dry

skin gently with

new soft skin. No

redness, razor

burns, or hair

bumps. Your skin

will look smoother

and feel softer.

Short filmA realistic story

that shows a truth

about a couple

that can happen

in every form of

relationship

Campaign 2

Lucky Buddha A lager beer

brewed in China,

but the owner is

Austrian. The idea

behind the brand

and package is the

owner wants to see

a smile on a cus-

tomer’s face when

he or she sees the

product.

Campaign 3

Sharpie MINI The new portable

marker that is only

half the size of the

regular Sharpie

Campaign 4

Paul’s Hat Works A vintage custom

hat shop run by

only four women.

Extra showcaseMy artwork from

other classes

showing what I

have learned since

the beginning until

the present

TimelineAlmost reached

the halfway point.

Every class gives

me great experiences

and suggestions.

Final ProposalWhat do I want

to be in the future

and what do I want

to learn in the next

half of the program?

Autobiography

Autobiography

I was born and raised in Bangkok, Thailand, which is in the developing world. Even if we are in the third world,

we have a rich culture, traditions, morals, respect, and beliefs that make us different from our neighbors

(such as Burma, Laos, and Cambodia). These environments helped shape me to become a person who has

different perspectives, is flexible, respectable, and believes in myself. On the other hand, I am a person who is

open-minded enough to accept suggestions and opinions from others. At the same time I have developed those

suggestions and opinions to match with myself, and then I always get better and better. Since I graduated from

the Bangkok University International College, Thailand, I worked as a freelance designer for a while before

I got a real job as a head creative at one of the famous radio stations in Thailand. At first I didn’t know

anything about the radio field (just how to be a good listener), even the differences between “scoop”

and “spot.” I learned how to persuade the audience by using a varieties of languages while I worked there.

I realized how powerful language could be such an effective weapon of communication, once it has been

used in the right way. After a year of working as a head creative, I decided to continue studying about how

to become a good copywriter in the English language. I asked myself, “Where can I learn the right way to

use English as a native?” The answer was to go study abroad to the U.S. to learn the language from native

speakers. Hence, I applied to a Master of Fine Art Advertising major focusing on copywriting at the Academy

of Art University, San Francisco. My wish is to combine knowledge and experience in these areas and deliver

the best creative work.

Resume

Contact me > [email protected] // www.siravich.com // Tel. 415.340.9882

Resume

EDUCATION

Jan 2012 - Present Academy of Art University

MFA in Advertising

emphasis in Copywriting

Dec 2004 - Dec 2007Bangkok University

International College

BA Communication Arts

PROFESSIONAL EXPERIENCE

Mar 2010 - Mar 2011Good FM Co. Ltd.

(Luck Radio Co. Ltd, Bangkok,

Thailand)

Position: Head Creative

Mar 2009 - Feb 2010Thai Smart Card (Bangkok,

Thailand)

Position: Creative Consultant

May 2007 - Jul 2007BBDO Bangkok Limited

(Bangkok, Thailand)

Internship: Copywriter

SKILLS

Written and verbal communication

in English and Thai, good skills

in Adobe Illustrator, Photoshop,

InDesign, proficient in MS Word,

Excel & Power Point.

Bikini ZoneInstructor: Roland Young

Art Director, Copywriter,

and Account Planner:

Siravich Chatchaiganan

Campaign 1

What are we selling?Bikini Zone Anti-Bumps Shave Gel

What do we wantto accomplish?Our mission is to increase

brand awareness and change the

audience’s perceptions about

hair removal products.

With whom do we want to connect?Females of ages 18-50 years old;

they have good grooming habits,

and love to wear bikinis. They are

fitness freaks, and they love to

hangout with their friends on the

beach or swimming pool. Every

part of thebody is important to

them, so they always take care

of themselves from head to toe.

What do they currently think/feel?They feel this product is easy to

shave with and leaves clear skin

even in the areas that are hard

to shave. The ingredients of this

product will give women smooth

skin and leave no bad smell,

no irritation or redness, and

no bumps.

What is the single most persuasive idea that we can convey?Beauty without pain

What do we want them to think/feel after seeing our message?People will know the product

and put the Bikini Zone on their

shopping list when they need to

shave around the secret parts of

their bodies.

What would they like about the product?The Bikini Zone is specially

formulated to provide fast relief

from the bumps, irritation and

pain that occur in the sensitive

bikini area after shaving.

Creative guidelines/tone?It should be informative and

surrounded by elements that

convey the idea and benefit

directly to the target audience.

The language can be more casual

in a storytelling style, like how a

friend recommends a product

to a friend.

Print

Headline Stay classy.

Tagline Beauty without pain

Body copy Don’t worry. You’re not alone. Every girl who

removes unwanted hair on the sensitive bikini

area usually gets pain, bumps, irritation, itching,

and redness, but Bikini Zone shaving gel provides

fast relief and new soft skin. No redness, razor

burns, or hair bumps. Your skin will look smoother

and feel softer.

Print

Headline Stay in style.



removes unwanted hair on the sensitive armpit





and feel softer.

Print

Headline Stay fresh.



removes unwanted hair on the sensitive leg





and feel softer.

Short filmInstructor: Roland Young

Art Director, Copywriter,

and Account Planner:


Short film

What are we selling?A silent short film

What do we wantto accomplish?Our mission is to reflect a truth

of human relationships through a

short film.

With whom do we want to connect?People between 25-40 years old.

They have a serious relationship.

They always spend free time with

their partner. They love to do all

activities together.

What do they currently think/feel?They feel frustrated with a problem

that they cannot solve in their

relationship. They think they do

not need to do anything about it,

but in fact it is an annoying thing

that needs to be solved.

What is the single most persuasive idea that we can convey?Why are you always right; why am

I always wrong?

What do we want them to think/feel after seeing our message?The feeling of surprise what

exactly they want to say to their

partner, but they do not know

how to describe.

What would they like about the product?They will see themselves and how

they react to each other. The film

reflects what happens now and

what will happen later. It is a key

for couples to discuss problems

that they never want to talk about.

Creative guidelines/tone?It can be a silent film that shows

a lot of relationship expressions.

The film can be funny and lively to

lighten the problem.

*see disc for short film

Short film:I created a story to reflect how at least one

person in all relationships needs to be a leader

in everything but it causes problems when the

other person doesn’t agree with the leader’s

suggestions.

TV

Lucky BuddhaInstructor: Lance Anderson

AD: Jisoo Kim


Napassanan Tantivanichkit

Sarah Yousef

CW: Siravich Chatchaiganan

AP: Jisoo Kim


Napassanan Tantivanichkit

Sarah Yousef

Campaign 2

What are we selling?Lager beer in a unique

bottle shape

What do we wantto accomplish?We want to increase awareness

for our client’s first launch in the

US liquor market.

With whom do we want to connect?Our target audience includes

college students and people

working their first jobs, aged

between 21 to 27 years old.

They spend most of their time

after work enjoying their lives.

Which means that their activities

after work possibly involve

hanging-out with friends, watching

sports, and by all means involves

drinking in indoor and outdoor

environments as well.

What do they currently think/feel?They feel like Lucky Buddha Beer

is very light, which is good for

people who prefer a mellow beer.

They like the unique bottle shape,

and they feel like luck will be on

their side after they drink this beer

because there are lots of mean-

ings behind the statue of Budai.

What is the single most persuasive idea that we can convey?The taste of luck

What do we want them to think/feel after seeing our message?That Lucky Buddha Beer is a new

kind of drinkable fortune amulet.

What would they like about the product?The beer itself is light and refreshing

and comes in a unique bottle. You

will be lucky after you drink the

Lucky Buddha Beer.

Creative guidelines/tone?Every single medium in the

campaign must be based on the

idea of good luck and also use the

Lucky Buddha Beer’s package to

convey this idea. The tone should

be conversational with focus on

storytelling based on true stories

or experiences about luck.

Print ads: If you watch any type

of sports, sometimes

it feels like luck is

everything. This is the

reason why we chose

to promote our beer

with the luckiest

moments in sports

history.

Headline:The Luckiest Catch Ever.

Sub headline:By Willie Mays on

September 29, 1954

Tagline:The Taste of Luck

*Lucky moments in sports: print ads 1 of 3

Headline:The Luckiest Handball Ever.

Sub headline:By Diego Maradona of

Argentina at the FIFA World

Cup on June 22, 1986


Headline: The Luckiest Hail Mary Ever.

Sub headline: By Boston College

Eagles against U

Miami Hurricanes on

November 23, 1984


*Lucky moments in sports: print ads 2 of 3 *Lucky moments in sports: print ads 3 of 3

Print

Web banners: Web banners will come in skyscraper size and will be

featured on men’s websites including Esquire, GQ, ESPN

and also on music websites such as Pandora and Spotify.

The banner ads will be directly related to the Lucky

moments in sport campaign homepage.

*Skyscraper size: 160x60 pixel.

Online

Website:The website is the homepage for the “Lucky Moments

in Sports Campaign” that provides product information,

promotes, and supports the campaign. Also, users can get

a special offer from Lucky Buddha on the website.

Online

1. Home page 2. Information page

3. Submission page

4. Special offer page

*In-store banner size: 20x48 inch

In-store banner & shelf ads: They rely on the same

concept as the print

ads and will be spread

throughout the mass

supermarkets/liquor

shops for instance,

Safeway and Bevmo! to

attract attention quickly

while people come in

to the super markets

and to reinforce the

brand to the public.

*Shelf ads size: 8x21 inch

Print

Ambient: Two of our giant bottle replicas will be placed in front of

stadium gates before major matches in baseball, football,

and basketball for people to support and give their teams

luck by rubbing the tablets. Final rub counts will be shown

and shared via social media. Also, every person who rubs

the belly will get a special gift.

Three steps to participate with giant ambient1. Choose your favorite team

2. Rub the belly of the giant bottle

3. Sign up your email or your phone

number to get free Lucky Buddha Beer

Ambient

*Beer coaster size 4x4 Inc

Beer coaster:Beer coasters will go with a Lucky Buddha 6 pack and

also will be used as a give away in the sport bar to grab

the attention of the audience.

The Luckiest Catch Ever

The Luckiest Catch Ever happened on September 29,

1954 by Willie Mays. He was a lucky player in American baseball history by catching an over-the-shoulder fly ball in Game 1

of the 1954 World Series. Just a little luck on that day made Willie Mays into a

historical figure of baseball.

The Luckiest Handball Ever happened in Mexico City

on June 22, 1986 by Diego Maradona. Six minutes into the second half, Maradona extended his left hand to punch a ball past

the English goalkeeper into the net. The lucky moment came when the referee

did not see the infringement and allowed the goal, letting Argentina win The World Cup

Quarterfinal. Just a little luck can create history.

The Luckiest Hail Mary Ever happened on November 23,

1984 by Doug Flutie. In the last second of the college football game he made a

touchdown by throwing the ball from the 48-yard line to Gerard Phelan. That gave the Boston Eagle’s a victory over the University

of Miami. Doug Flutie became a lucky player in college football lore. This moment in college football history demonstrates that just a little luck can change your life forever.

Front side Back side

Giveaway

SharpieInstructor: Marlin Neufeld

Art Director, Copywriter, and

Account Planner:


Campaign 3

What are we selling?Sharpie MINI marker

What do we wantto accomplish?Our mission is to inform the

audience that there is a super

small mini marker and change the

audience’s perception that bigger

markers are better

With whom do we want to connect?The target audience is college

students to young professionals

(18-30 years old) who use a marker

in their daily lives. Their lifestyles

involve always being outside

with their friends or even having

a group meeting in a café, so

they might carry lot of stuff such

as huge textbooks, laptops, and

pencil cases.

What do they currently think/feel?They think Sharpie marker is

non-portable, so they prefer a pen

or pencil instead of marker. They

also like Sharpie markers because

it is quick drying, permanent on

every surfaces and nontoxic.

What is the single most persuasive idea that we can convey?Small creates big.

What do we want them to think/feel after seeing our message?The Sharpie mini is a portable

and effective tool to make your

creativity explode.

What would they like about the product?Sharpie mini is portable and more

useful than a regular Sharpie.

Creative guidelines/tone?It should be playful.

Print

Headline: It’s small but potent.

Tagline: 1Explode your creativity anywhere

Print

Headline: It’s small but mighty.


Headline: It’s small but powerful.


Print

Paul’s Hat WorksTeam members:

AD: Thanaphat Boonchuto

CW: Regina Felice Garcia &


AP: Arnon Chin-Chiew-Chan

Collaboration:

Music composer: Elton Bradman

Campaign 4

What are we selling?Newsie Cap

What do we want to accomplish?Our mission is to increase an overall

brand awareness of Paul’s Hat

Works, focusing strongly on their

new “Newsie Cap”, which will be

released in July 2013 as a limited

edition.

With whom do we want to connect?We aim to inspire fashion-forward

individuals who use style or

fashion to express themselves

and are involved in various style

subcultures. These individuals are

active on social media and use

their devices to discover music

and explore new trends.

What do they currently think/feel?The majority of our target

audience believes that they can

find affordable Newsie caps

online, while the other 40% of our

audience is unable to distinguish

a newsboy cap from any other

ordinary flat cap. This is due to the

many names it has been given

in the past (apple cap, cabbie,

pageboy, and applejack hat).

What is the single most persuasive idea that we can convey?Paul’s Hat Works Newsie

Cap is timeless and unique.

What do we want them to think/feel after seeing our message?We need to communicate that the

PHW Newsie Cap is timeless and

unique in its category. We also

want our audience to contact the

store directly for their custom

hat needs or sign their name on

a waiting list if they missed the

sweepstakes.

What would they like about the product?The Newsie cap is handcrafted by

one of the four owners of Paul’s,

with high quality material from

vintage wool coats. The cap is

portable and flexible.

Creative guidelines/tone?The campaign will have an old,

vintage newspaper look. The

Newsie is the main character of

the campaign and the story is

based on bringing the cap back.

The traveling cap:The newsboy cap goes way back in history. It all began with the local newsboy, Eddy. Being that the young

kid had to be out delivering papers in the blaring morning sun, he found a hat to wear while doing it. Eddy then

made friends with one of the kids from the nicer neighborhoods in town and since he took a strong liking to

him, he passed his cap on to him. Robert wore his new hat to play golf with his father and it was so special

to him that he vowed to never give it up. This all changed the day he met his new painting tutor, Ms. Paula.

She had a bright smile and a lot of patience for little Robert, so he felt it was appropriate to pass on his special

cap to her. She left the cap on her dresser everyday after painting in it, until her friend, Jeremy, borrowed it

one night on his way out to play piano at the local lounge. Jeremy’s cap was all the talk that night at the piano

bar. Strangers commented on his unique sense of style and recognized him as a town trendsetter. That same

newsboy cap continued to travel from strangers to friends to loved one, and held a special place in everyone’s

heart for their very own reason. At the end of the day, it is everyone’s favorite hat.

Big idea

*Real artwork

In-store display: We created cutout illustrations to tell a

story about the Newsie and how it has

moved around generations and social

groups, becoming everyone’s favorite

cap. Some cutouts will live in store

windows and others will blend into the

environment inside the store.

*In-strore display mock up

Print

Website body copy:You may be wondering what a Newsie cap is and why we think it’s so important. The Newsie cap trend began

in the late 19th century when young boys would wear them while delivering newspapers. Throughout the

decades it has become popular amongst various social groups, with men and women alike. The Newsie cap

has evolved with fashion, but there is something about it that remains true to its vintage essence and makes

it everybody’s favorite hat. Paul’s Hat Works embraces the pure essence of the cap and strives to remind the

world of the timeless beauty and mystery of the Newsie. There are great things to be said of a sea of men and

women wearing hats. Let’s bring the hat back, one Newsie at a time.

Home page Photo booth page

Hattitude page Share page

Sweepstakes: We created an interactive website to offer the audience a chance

to try the Newsie cap online, and share a picture of themselves

wearing the Newsie cap on social networks. Every shared photo

will automatically include the hashtag “#getyournewsie”. Paul’s

giveaway will select two participants to give Newsies to each

month, for three months.

Online

Radio spot: We created a 36 second special song for Paul’s Hat Works

that will play on online radio stations such as Live 365,

Last FM, Spotify and Finetune.

*see disc for radio spot

Radio

Newsie song lyrics:

Hey look at that guy there’s something intriguing that catches the eye.

His lips, his shoes, his clothes, his smile

It’s my Newsie!Your what?My hat!Ohhhh

Everything’s alright in the day and in the night. Wearing my Newsie is such a sweet delight

Your what?My Newsie!What’s that?My hat

This wonderful, comfy, stylish ol’ hat Strapping and light it always sits just right I’m wearing it all day on my trips around the bay

Do you like it?Yes, I doDo you love it?Yes, I do

Let’s go to Paul’s and get a Newsie cap

*see disc for video

Video: We created a video to promote

Paul’s Hat Works sweepstakes event,

featuring “The Four Pauls” explaining

their mission to “Bring the cap back”,

and encouraging the audience to

participate in the sweepstake event.

TV

Extra showcase

Extra showcase

Typographic posters:One of the final projects for Type 1 was

to create three posters that show how

typefaces are different from each other.

Class: GR 617 Typography 01

Instructor: David Hake

Art Director: Siravich Chatchaiganan

Typographic







Typographic







Typographic

Movie poster:A man who can’t make new short-term

memories tries to find the person who

killed his wife. I used collage art to

represent a sense of trying to do

something using a piece of memory.

Class: Advanced Art Direction

Instructor: Roland Young


Big idea

Timeline

Timeline

Spring 2012ADV 622 Perspectives in Advertising

Fall 2012 ADV 602 Art Direction

GR 617 Type Forms

Spring 2013ADV 604 Copywriting Techniques

ADV 623 Account Planning

ADV 620 Advanced Art Direction

GLA 602 The Art & Ideology

of 20th Century

Summer 2013 ADV 606 Campaign

GLA 608 Professional Presentation

and Communication

Development

Fall 2013ADV 616 Advanced Advertising

Concept Development

ADV 621 Advanced Copywriting

Techniques

ADV 625 Interactive Advertising

Spring 2014 GLA 603 Cultural Anthropology

ADV 800 Directed Study



Summer 2014Elective by Advisement


Fall 2014ADV 800 Directed Study


GLA 604 Professional Practices

and Communication

Final proposal

I have spent almost two years in the city of imagination (San Francisco) working toward an MFA in

Advertising focusing on copywriting at Academy of Art University. I have been learning about how to create

great advertising work by combining three elements —art direction, copywriting, and strategic planning —

together in the first half of the program. Moreover, I have learned how to work with a team, to solve problems,

and brainstorm like ad agency creatives. Also, this program is helping me to understand how to use the English

language in different, more effective ways.

It is time to move on to the end of the program and discover more about the different writing styles in

advertising. I would like to learn as many things as possible to develop myself into a good copywriter in

the future. I will never stop using my writing experience, creativity, imagination, and passion for creating

exceptional and remarkable works like a good worker bee. On the other hand, I hope I can be a good copywriter

that will be able to communicate big ideas to people by using varieties of writing styles. Moreover, my goal

after I graduate is to find a decent job in the United States by using what I have learned in this program.

Final proposal

We are what we choose to be. Nobody can impact your desire. Whatever you want, you have to fight because no one else will do it for you. Nothing can come to your hand easily. Nevertheless, keep fighting until your dream comes true.

Midpoint review/Fall 2013Siravich Chatchaiganan (Pan)

Copywriter

03627192

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Siravich portfolio