3. Page 3
To be a strategist one has to be a master problem solver, consistently
identifying business challenges, discovering insights and providing
effective solutions.
But to go even deeper than that, to excel at strategy one has to be a culture
seeker and truth keeper constantly looking forward to excelling the
boundaries of what we consider culture.
In order to do this one has to think beyond the present and realize the
opportunity in the world changing around us.
In other words, a strategist must create tomorrow or watch someone else do it.
4. Page 4
My name is Marquis Mahoney and I spent
yesterday attempting to create tomorrow.
In my opinion, the role of planning
is one of the most important functions
in advertising. From years of interning,
mentorship, and post secondary
education, I believe I’ve finally identified
what it takes to be a good planner.To be a
good strategist it takes being curious and
fortunately for me I have an exorbitant
degree of curiosity that’s ever evolving.
I remain curious because curiosity saved
my life. It helped me escape my reality.
It keeps my mind and spirit fed. It gave
me freedom.
I’ve never doubted the power of curiosity
and as a result I’m the collection of life
experiences that make me unique.
So yeah, I’m a 22-year old, with a burning
desire to create tomorrow.
And like with all things, I’m in search of
the best way to do it.
Throughout my early stint in advertising
I’ve worked in both account planning
and management positions. Spending
valuable time in both roles made me
versatile, well rounded and aware. It
gave me a better perspective on how
to work with other internal functions at
an agency while still effectively tackling
client business challenges. It made me
realize that strategy is the role for me.
Some of the brands I have had the
opportunity to work on through the
years are Shiner Beer, FOX Sports, Costa
Del Mar sunglasses,American Express,
Glidden paint,AV3 clothing, and Nike.
The following pages are a sample of
creative briefs and passion projects I’m
most proud of. It shows my strategic
process to problem solving and ability
to develop practical solutions for brands
both big and small. Lastly, it shows my
determination to hone my strategic
approach as I continue to create
tomorrow.
I hope you enjoy,
MARS Mahoney
7. Page 7
HYPERIZED - NIKE BRAND
THE SIXTH SENSE - NIKE BASKETBALL
KOBE DAY - NIKE BASKETBALL
THE FUTURE OF FOOTBALL - NIKE FOOTBALL
POST HYPE - AV3 CAMPAIGN
8
14
20
24
28
9. Page 9
THE ASSIGNMENT
At the end of my first internship at W+K, I was asked to create a mock pitch based on
a topic of interest but the only criteria was it had to create a business opportunity for
Nike. At the time I was compulsively interested in the emerging demographic,
Generation Z, and wanted to figure out how Nike could better connect with them.
THE APPROACH
It took weeks of consumer, competitor and brand research but I finally harped on an
insight that led to an ideal opportunity for Nike to create tomorrow with the first
generation that viewed themselves as “brands”. I developed a mock application called
the HyperiZed app with the intention of reducing the communication disconnect
between both groups. But in order for the app to have the most effectiveness at launch
we had to first reintroduce the meaning of ‘Just Do It’ to a new generation.
10. Page 10
THE SITUATION:
NIKE IS LAUNCHING A NEW APP TO
CONNECT TO A NEW AUDIENCE
Nike has created a digital application
that is targeted towards a new genera-
tional audience.The HyperiZed app is
a multifunctional platform designed to
aggregate all Nike News, curate product
innovation and encourage athletic
performance.
THE AUDIENCE:
GENERATION Z IS THE FUTURE
Generation Z is a hyperized, multi-faceted,
connected audience born from the mid
1990s to present day. Currently, they are
the largest generational group in the
world and growing representing over a
quarter of the total population. Research
suggests that by 2020 they will represent
over 40% of consumers. Individuals from
Generation Z are extremely passionate;
however this can be an issue since they
are extremely multifaceted having pas-
sions in not just one sport but also
multiple sports. Individuals in this group
view themselves as brands and connect
with other brands that speak to them
without inconveniencing their daily rou-
tine, which makes forging a relationship
with them difficult but rewarding.
11. Page 11
THE PROBLEM:
‘JUST DO IT’ DOESN’T CONNECT WITH
THIS AUDIENCE
There is no denying that the tagline JDI
defined an entire era. It transcended
beyond being a call-to-action to a unique
way of thinking.JDI literally gave Nike,
Generation X, and Generation Y a voice as
well as something bigger to believe in.
However, currently to Generation Z, the
tagline JDI is viewed as just a sound bite
associated with Nike. Nike has acknowl-
edged that there is a disconnection
between them and Generation Z which is
why they created the HyperiZed app.With
launching the HyperiZed app it would
be to our benefit if we reintroduced the
meaning of JDI by making it applicable to
Generation Z.
THE OPPORTUNITY:
REINTRODUCE THE MEANING OF JDI
In conjunction with launching the app
we have the opportunity to reintroduce
the meaning of JDI to Gen Z. By success-
fully reintroducing JDI we will begin the
process of forging an organic and deep
connection with the audience that’s
tailored to their values which will increase
the chances of them using the Hyperied
platform.
12. Page 12
THE TRUTH:
JDI IS A STAND-ALONE TAGLINE &
GENERATION Z IS A STAND-ALONE
GENERATION
Although there is a gap between
Generation Z and Nike its not as wide
as we think.JDI is monumental and
can easily be applied to Generation Z as
long as we make it clear we are speaking
to them. Generation Z is a stand-alone
generation.They are different and they
know it, therefore thoughtfulness in our
approach will be a factor embraced by
this group.
POV:
EMBRACE THE COUNTERCULTURE
Nike prides itself on being one of the
top sportswear brands in the industry.
However, throughout the years Nike
has become iconic in popular culture as
well (whether planned or not).To Nike
it doesn’t matter if they’re popular in
mainstream culture, their priority is stay-
ing true to the sport attitude that made
them famous in the first place. Fortu-
nately, this counterculture mentality is
what makes Gen Z popularized as well.
Embrace the counterculture is the POV
that will help reintroduce the meaning
of JDI to Gen Z. It will resonate with our
audience by enabling and inspiring
13. Page 13
them to continue leading countercul-
ture. It will communicate to them that
Nike understands their values and can
relate to the attitude of wanting to stand
apart from the mainstream, through the
power of sport.
PERFORMANCE
NEWS
PRODUCT CURATION
15. Page 15
THE ASSIGNMENT
Nike in collaboration with Footlocker asked us to come up with a campaign
showcasing the Kyrie 2 collection.Along with debuting the collection they
challenged us to show how Kyrie brings his game on the court and his unique
style of play.
THE APPROACH
For this assignment, I studied the elements of Kyrie’s game. I was familiar with his
approach to the game but wanted to discover what made him exceptionally unique.
I researched his highlights, stats, analyst commentary, and even random facts. From
my findings it became clear that Kyrie Irving was one of the NBA’s youngest, yet most
talented players. His intangibles on the floor supersede most players in the league
and it’s because of his lethal skill set. Kyrie is the creator in the game and I wanted to
show how Kyrie used the power of creativity to make opportunities for himself and
teammates.Through deeper thinking I harped on an insight that led to this creative
brief, Kyrie has a sixth sense, which makes him the lethal force and creator on the
court.
16. Page 16
THE SITUATION:
BRING NIKE’S POV TO LIFE
THROUGH KYRIE IRVING
We need to develop a Foot Locker
campaign that positions Kyrie as The
Creator. By showing what’s at the heart
of Kyrie’s game, we can build excitement
and intrigue for the Kyrie 2 product
found at Foot Locker and House of
Hoops.
THE PROBLEM:
IT IS HARD TO QUANTIFY HOW KYRIE
BRINGS HIS GAME
For LeBron, KD and other big names, it’s
easy to see how they bring their game.
They average 30 points and shoot
ridiculous percentages from the field.
But when it comes to Kyrie, it’s a little
different – people can’t quite quantify
what he brings to the game.Yes, Kyrie
has solid stats that most players dream
about, but it’s his intangibles that truly
allow Kyrie to bring his game as the
Creator.
17. Page 17
THE OPPORTUNITY:
THROUGH KYRIE, WE CAN SHOW
THE POWER OF CREATIVITY
Today, the value of the point guard has
been dimmed by great point forwards
and shooting guards like LeBron James
and Russell Westbrook. But not
anymore, Kyrie is reminding people
what the point guard position is all
about.Analyst can hardly classify his
game and it’s all based on his lethal skill
set of intangibles – that allows him to
improvise and always be unexpected.
This lethal skill set also allows him to
bring his game and show creativity, on
and off the court.
THE INSIGHT:
KYRIE HAS A SIXTH SENSE
True enough Kyrie is one of the most
creative players in the game but what
makes him the creator is his ability to
see what’s coming next. Its like he has
the ability to forecast the opponent’s
next move.Whether it’s a defensive
trap, weak side set up, double in the
post, it doesn’t matter, Kyrie always
knows what’s coming. Because of that
sixth sense, he uses his lethal skill set to
create the craziest things on the court –
leaving defenders and fans wondering
how he pulled that off.
18. Page 18
THE STRATEGIC POV:
HOW DID KYRIE DO THAT?
When Kyrie steps on the court, it is no
question that crazy things will happen.
But when this craziness happens, you
can’t help but to ask “How did Kyrie
do that?” No one plays like Kyrie. He is
not your textbook point guard. From
his superior shooting ability, full court
vision, effortless agility, ball handling
- there is no doubt Kyrie can create
anything on the court. In his short stint
in the league, Kyrie has created a new
way to play the position. On the court he
brings his game by seeing what others
can’t see and makes things happen
before anyone else knows its going
to hapen.While he isn’t the flashiest
guy who dominates the stat sheet or
player that has an overwhelming athletic
presence,its his sixth sense that has the
world asking, “How did Kyrie do that?”
21. Page 21
THE ASSIGNMENT
NBA legend Kobe Bryant is retiring after eighteen long seasons in the league. For his
retirement Nike wants to honor the mamba in a special way. In conjunction with the
launch of Kobe’s retirement campaign, Nike wants to create a way to commemorate
Kobe’s contribution to the sports world.
THE APPROACH
Sports fans know Kobe is going to receive a statue and definitely going to get his
jersey number retired, most great players of his stature receive that honor. But Kobe
is one of only players deserving of a day to himself, hence the ideation of Kobe Day.
My priority for this brief was to get creatives excited about a tactical execution to
better the chances of creating an actual holiday for the retiring legend.
22. Page 22
THE SITUATION:
THE MAMBA IS HANGING UP HIS
JERESY
One of basketball’s biggest icons is
retiring after the 2015-2016 season.The
legend, Kobe Bryant is hanging up his
jersey after contributing to the game for
over eighteen seasons.
THE ASSIGNMENT:
HONORING THE MAMBA
Nike wants to honor Kobe’s greatness by
creating a commemorative, festive day
that celebrates the impact Kobe Bryant
has made on the game, his fans, and the
sport world.
THE CHALLENGE:
As W+K we have to figure out how to
introduce Kobe Day in a big way. Nike
wants to clearly set the tone/positioning
and deliver the message that Kobe day
is an actual holiday that’s here to stay.
23. Page 23
THE OPPORTUNITY:
WE CAN ENSURE THE MAMBA IS
NEVER FORGOTTEN
Kobe is revered by players, fans, and
sport enthusiast as one of the greatest
athletes’ to play sport therefore proper
execution of Kobe day can ensure that
the Mamba is never forgotten as the
game evolves and more great players
begin to enter the league.Additionally,
Kobe day will help grow the Nike Kobe
basketball business even after he
officially hangs up his jersey on April
13th.
THE STRATEGY:
STAYING TRUE TO KOBE
As we build Kobe Day into the future its
important that we stay true to his
persona and values. Strategically we
want Kobe day to be April 13th because
his last home game is April 13th, 2016
and it’s also his draft day number.We
intend to stay true to Kobe by speaking
to his mentality and innovation he’s
brought to the game.We want these
two pillars to reinforce our messaging,
product, and media partnerships.
24. THE FUTURE OF FOOTBALLNIKE FOOTBALL: STRATEGIC POSITIONING
25. Page 25
THE ASSIGNMENT
In an effort to solidify Nike Football’s POV, we wanted to define Nike’s contribution
to the future of the game. Our target audience knew that Nike was one of the fastest
brands out there but we wanted to ensure that we were undisputedly the fastest.
THE APPROACH
We studied our competition and identified that most brands only highlights the
benefits of speed and even makes the concept of speed seem one-dimensional.As
Nike Football we understood the fallacy of that rationale and wanted to speak to the
multi-dimensions of speed to better prepare our consumer for the evolution of the
game.
26. Page 26
THE SITUATION:
DEFINE THE FUTURE OF NIKE FOOT-
BALL
Over the past few years, Nike Football
has made incredible gains in establish-
ing its identity with the modern warrior
as one of the fastest brand in football.
Nike football is considered fast now but
in order to get faster we must connect
with the modern warrior in a way that’s
meaningful to the game for years to
come.
THE PROBLEM:
THE MODERN WARRIOR CANT
DECIDE WHOS THE FASTEST
Nike football has always been about
speed. But in 2015 the competition has
invaded our territory. Everyone is talking
about speed and the modern warrior no
longer knows who’s the fastest, nor do
they understand what speed looks like
in the future of the game.
THE OPPORTUNITY:
NIKE CAN FORESHADOW THE
EVOLUTION OF SPEED
Nike can elevate the concept of speed
beyond just showing the benefits
because the benefits are only accessible
once a warrior actually becomes fast.We
want to focus our efforts on improving
the modern warrior’s speed and make it
27. Page 27
more about the experience of being the
fastest on the field.
THE TRUTH:
SPEED IS NOT ONE DIMENSIONAL
Our competition is only talking about
speed in one-dimension with specific
emphasis on quickness.They make
speed look easily attainable and they
only focus on the benefits of being fast.
But Nike football understands that in
years to come the conversation about
speed will evolve into multi-dimensions.
THE STRATEGY:
THE FOUR DIMENSIONS OF SPEED
We identified four areas of speed that
allows the warrior to maximize potential
as an elite player.These four areas are
agile speed, vertical speed, power speed
and mental speed.We believe these
elements define speed now and into the
future and in order for a Modern Warrior
to obtain speed on demand it take being
versatile in the dimensions of speed.
Strategically,These dimensions allows
us to tell multiple stories around speed,
inspire work around the future is fast,
serve the modern warrior through ser-
vices, and enable product innovations.
29. Page 29
THE ASSIGNMENT
AV3 is a local DC clothing line that was preparing to launch their first full fashion
collection.As the brand-marketing director, I was responsible for developing an
integrated campaign with a distinguished point of view and direction.
THE APPROACH
I knew we had an ideal opportunity to increase brand awareness, while driving
product sales but it required discovering an insight that differentiated us in the mind
of the Illest. The insight we discovered was fashion was driven by hype. From this
insight we developed the strategic POV and campaign title, Post-Hype.
30. Page 30
THE SITUATION:
LOCAL DC CLOTHING LINE AV3 IS
PREPARING TO LAUNCH ITS FIRST
FULL FASHION COLLECTION.
However,AV3 has aspirations of growing
their business from a product standpoint
and decided to invest and develop a
collection of high quality merchandise.
AV3 hopes that the collection will
increase their sale volume, including an
increase in e-commerce purchases.The
collection will showcase two microbe
t-shirts, a futuristic LED infused t-shirt, a
fishtail parka jacket, paneled pants, and
a branded tote bag.
THE CHALLENGE:
DEVELOP AN INTEGRATED CAM-
PAIGN WITH A DEFINED STRATEGIC
POINT OF VIEW AND DIRECTION
Despite AV3 having a solidified brand
philosophy it lacked a defined campaign
point of view and direction for the col-
lection. Coming into the campaign we
didn’t have a strategic territory, proposi-
tion, deliverables, or money but we did
have good products and a solid brand
philosophy. So I started at the base
of who we were, the Anti-Virus.As the
Anti-Virus we wanted to cure consumers
from being “sick” and we wanted to
maintain that perspective with every
project. From there I began exploring
our consumer, The Illest.
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THE CONSUMER:
THE ILLEST
The Illest is the consumer profile we
created to identify our core audience.
The Illest is the pop culture obsessed
young adult that uses his/her free time
studying and indulging in the main-
stream.The Illest makes culture their
livelihood; they love music, art, nightlife,
concerts and most of all fashion. Essen-
tially anything that keeps them involved
in the “know”. Lastly but most important
The Illest is the trendsetter of their social
circle and is fond of their spending
money on maintaining their status as
the influencer of the group.
THE OPPORTUNITY:
DEVELOP AN INTEGRATED
CAMPAIGN THAT INCREASES BRAND
AWARENESS AND DRIVES PRODUCT
SALES.
AV3 has the opportunity to connect with
a consumer group that could collectively
drive product sales. But in order for that
to be achieved we had to discover an in-
sight that established a common ground
between them and AV3.
32. Page 32
THE INSIGHT:
FASHION IS DRIVEN BY HYPE
As we were working towards devel-
oping our campaign POV we noticed
that there’s was an over proliferation
of young adults that spent money
frivolously just to keep up with society’s
definition of “cool”. The Illest seemed
obsessed with consuming culture for the
sake of hype and unconsciously kept up
with the trends.As we researched more,
we discovered that they felt manufac-
turers were just as guilty for following
trends as they were.They felt most
manufacturers lacked originality and
only curated products to stay relevant to
the trend. Essentially, we discovered that
the fashion society both consumer and
manufacturer was driven by hype.This
keen insight was the foundation for our
strategic direction and campaign title;
Post-Hype
33. THE STRATEGY:
POST-HYPE
Post-Hype is the ideation of a world
that exists without Hype. For the Illest
that would be a utopia because it
would allow them to finally curate their
own style without being judged for it.
Strategically we wanted to “hype” the
idea of Post-Hype by making a fully
integrated campaign creatively encour-
aging the consumer to be an individual.
The campaign launched and ran for two
months and I had the opportunity to
curate several deliverables that tied the
campaign all together.
35. Curiosity is the foundation that shapes concepts, theories, and
ultimately facts.
None of this would have been attainable without
curiousity.
Including you reading my portfolio.
Thank you for taking the time to learn more about me.
For more of my work, please feel free to contact me
marsofhoc@gmail.com
