This is my portfolio book that I presented at my Final Review at the Academy of Art University in San Francisco. All projects were created for school.

2. Veronika Kistamas
Student ID# 03765048
Academy of Art University
Graduate School of Advertising
Creative Strategist
Final Review
12/8/2014

3. ABOUT Veronika...

4. “It is a pleasure to have you in this class.
You have a lot of talent and good energy.
Smarts to match...Great participation...
Wonderful work ethic.”
Lance Anderson
Art Direction, Spring 2013
“It was great having you in this fun
class. Your unique perspective was
valuable for everyone as was your
thoughtful and considered work.”
Matthew Jervis
Visual Storytelling, Spring 2014
“You are a thoughtful person - you
don’t try to “figure out” assignments
you interpret and develop them.
Thank you for that.”
Cameron Maddux
Intro to Account Planning, Fall 2012
“She made great strides in the semes-
ter to actively contribute and share
in client facing accounts. Her work
on our AT&T strategy for education
account was a great example of her
thoughtful strategy, dedication and
attention to detail in deliverables.”
Kandice Cota
Internship, Summer 2014

5. TABLE of CONTENTS

6. Resume
Autobiography
My Creative Process
My Strategy
Spot Saver
Amazon Student
Farmers’ Market
Starbucks
StoryWorth

7. RESUME
Veronika Kistamas
415.852.2253
vkistamas@gmail.com
240 Bay Street, San Francisco, CA 94133

8. EDUCATION 2012 - 2014 Academy of Art University, San Francisco, CA
MFA, Advertising: Creative Strategy
2006 - 2009 Budapest College of Communication and Business, Hungary
BA,Media & Communication: PR, Advertising, Marketing
PROFESSIONAL 2014 Summer AIKO Agency, San Francisco, CA, Brand Strategy Intern
EXPERIENCE - Worked on AT&T strategy for education
- Conducted a lot of research
- Analyzed data
- Built several presentation decks
2009 - 2012 Grey Advertising, Hungary, Account Planner
- Worked on the Procter&Gamble and GSK accounts
- Successfully managed five Central European countries
- Won two Bronze Effie Awards, and two Team P&G Awards
- Developed integrated creative strategies for P&G brands
- Monitored the competitors, and analyzed the markets
2007 - 2008 Createam Advertising,Hungary, Hostess
- Took part in different promotions, events, and festivals
- Worked on brands like Phillips, Finlandia Vodka, and Cote d’Or
2004 - 2005 HD Group Communication Agency, Hungary, Hostess
- Involved in product sampling and promotions
COMPUTER Adobe Suite: Bridge, InDesign, Photoshop, Illustrator, Premier
SKILLS Microsoft Office: Word, Excel, Power Point, Outlook
Social Media: Facebook, Twitter, Instagram, Snapchat, Pinterest,
Tumblr, LinkedIn
Final Cut Pro X
LANGUAGE Hungarian- Native
English- Fluent
German- Basic

9. AUTOBIOGRAPHY
“It’s better to be absolutely ridiculous than absolutely boring.” — Marilyn Monroe

10. I love my life. I lived in Iceland, I was a rhythmic gymnastics champion,
and I broke my right ring finger twice. My parents lost me in Italy when
I was 2. I am more right-brained than left-brained. My last name means
Small Tom in Hungarian. Cooking cheers me up. Laughing can cure. I
sleep more than average people do. Sailing gives me freedom. I can’t live
without sports. I’m a perfectionist, and I need challenges. Crying makes
me feel good sometimes. I pay attention to little details. I love hugging,
but with a full heart. I’m a fighter and I’m very competitive. I prefer
salty over sweet. I talk in my sleep. I am not perfect, but just enough.

11. MY CREATIVE PROCESS
Feed my Brain Find Meaning Drop It Create & Play Inspire Others

13. FEED MY BRAIN
Listen, Observe, Explore.
I watch people. I take notes on what they do, how
they behave, and interact with each other. I become
an anthropologist, and I go to see people in their
own environment. I collect lots of information. I write,
draw, take pictures, record, touch, taste, and smell.

15. FIND MEANING
Research, Connect, Group
I do a lot of research in addition to my observations.
Then i look for connections and see how the pieces
fit together. I try different orders and combinations.
I move things around and find meanings. Because
our brains are constantly looking for patterns I group
things together.

17. DROP IT
Leave, Sleep, Forget
At this stage I just get away from the problem that
I am trying to solve and do something completely
different. Jogging, cooking or yoga helps me to not
think about the project. I try to put everything as far
from my conscious mind as possible.

19. CREATE & PLAY
Build, Share, Pick
When I return with a clear mind it’s time to create
some ideas. I find context, where my story can live in.
I play with my ideas. Share them with others and ask
for feedback. Throw some of them away and keep
working on them until I get at least one of them right.

21. INSPIRE OTHERS
Serve, Convey, Give
As a strategist it’s really important to not just get my
idea across but also inspire others with it. I always
make sure that I give my audience something that
they will remember. I want them to actually feel and
experience what my idea really is.

23. MY STRATEGY
“Making the simple complicated is commonplace; making the complicated simple is creativity.”
— Charlie Mingus

25. PROJECT Spot Saver
CLASS Creative Thinking & Problem Solving
INSTRUCTOR Cameron Maddux
Guest Speaker: Amy Lanigen, Fluid
SEMESTER Summer 2014
CREDIT Art Direction: Valentine Coget
Video editing: Veronika Kistamas
Strategy, Copywriting: Valentine and Veronika

26. The ASSIGNMENT
Get 5 people to buy what you
are selling. Keep it safe & legal.

27. What did we sell?
We waited at the brunch line 5 times at Mama’s and sold our spot.

28. WHY?
INSIGHT #1 Cultural San Francisco loves waiting in line.
INSIGHT #2 Psychological
INSIGHT #3 Social
First come, first served.
Waiting in line sucks.

29. “The biggest influence on our feelings about
lines has to do with our perception of fairness.
When it comes to lines, the universally ac-
knowledged standard is first come first served:
any deviation is, to most, a mark of inequity
and can lead to violent queue rage.”
PSYCHOLOGICAL
“Is that a line? Let’s go
wait in it!”
SF Loves Waiting in Lines is
a Tumblr blog that is ded-
icated posting photos of
ridiculously long lines that
people are willing to wait
in just to get a little piece
of SF novelty.
CULTURAL

30. “An American spends
roughly 117 hours, which
is almost 5 days each year
waiting in line. The dom-
inant cost of waiting is
an emotional one: stress,
boredom, that nagging
sensation that one’s life is
slipping away.”
SOCIAL

32. How much would you be willing to pay to skip a line?
During our selling experiment we conducted a few interviews. Out of 30 people:
87% is willing to pay 47% is willing to pay
$5 - $10 to skip
a 2 hour long line
40% is willing to pay
$10 - $20 to skip
a 2 hour long line
13% is not willing to
pay anything to skip
a 2 hour long line

33. The PROOF
http://vimeo.com/100769932

34. The SOLUTION
Spot Saver is an App that allows you to skip a line by reserving a spot.
What is it?
This App meets two needs. On one hand it lets you get to the front of a line. On
the other hand it gives opportunity to make money for those who are in need of
easy money. (Peer-to-peer)
When it comes to going to a place where there is a line you just reserve a spot
from home. Payment is done through the App. By reserving a spot, the system
connects to a registered spot saver who will do the waiting for you. Once he gets
to the front of the line you get a heads up. Once you get there you just take over
the spot.
How does it work?
Background checked registered people who want to make easy money in their
free time. They are connected to system by their smart phones. They are wearing
a Spot Saver cap while standing in line to indicate that they are reserving a spot
for somebody else.
Who are our spot savers?
Why an App?

35. SPOT SAVER APP
After downloading the
App this page allows you
to register in our system.
This is the home page
where you can reserve a
spot in a line.
For those who are willing
to make some money this
is the page to start.

36. The green pin shows you
on the map, and the yel-
low one represents your
spot saver and his location
at the time when the or-
der is being placed.
At this step you select the
details about the line you
want to skip.
When your spot is ready
to take over you’ll get the
green notification.
The yellow notification pops
up to those registered spot
savers who are close to the
location where somebody
wants to reserve a spot.

37. PROJECT Amazon Student
CLASS The One Club Creative Boot Camp
INSTRUCTOR MUH-TAY-ZIK HOF-FER Agency and The One Club
SEMESTER Fall 2014
CREDIT Art Directors: Thomas Murphy, Vanessa Li, Yolanda Tang
Copywriter/Web Designer: Alexis Britt
Strategists: Jou-man Wu, Veronika Kistamas

38. The BRIEF
What is the challenge?
Create a concept that introduces Amazon Student to college students during the
Back-to-School season and get new sign-ups for Amazon Student over the course of
one calendar year.
Who are we talking to?
College Freshman students.
Current Belief
What do these people think about the brand/product/service?
I know Amazon for their low prices, especially on books. Sometimes I go there to com-
pare prices when I am shopping for textbooks at the beginning of the semester.
Future Belief
What do we want these people to think, feel and do after seeing our communication?
I never realized that with an Amazon Student membership I can get millions of things
delivered to my door with free two-day shipping; this is going to be awesome.
Emotional Reasoning
How do we want to make this change? Why are they going to care about it?
By giving them freedom. College students can do anything they want and get any-
thing they want or need through Amazon Student.
Rational Reasoning
Why should they believe this? Why does it matter to them?
Amazon Student gives free-two day shipping on millions of things

39. The BRAINSTORM

40. The THINKING
NEW ROOMMATE
LIVING ON HER OWN
NOT FITTING IN
FAILING IN GENERAL
FINDING FRIENDS
TIME MANAGEMENT
HOMESICK
“What if my roommate is awful?”
“How am I going to deal with cooking, laundry, etc.?”
“What if nobody gets me?”
“What if I fail?”
“What if I can’t find any good friends?”
“I don’t know how to balance so many thing?”
“I’ll be missing my friends/ boyfriend/ girlfriend/ family from
back home.”
What are the biggest fears that a freshman student faces when she goes to college?
What are the emotions that a freshman student has?
College means leaving the nest for many students, which entails mixed feelings. She’s
happy that she got accepted and excited to start a new life, meet new people and
have crazy parties. However, at the same time she feels a little nervous, has a lot of
fears about the unknown and might also feel confused whether she’s on the right track.

41. Fears are all based on assumptions, (what if) and people tend to expect the worst.
What can Amazon as a brand do to help freshman students conquer their fears?
The CHALLENGE

42. The INSIGHT College can be unpredictable, maybe even scary. But it
doesn’t have to be. Everybody needs something to rely on.
The BIG IDEA
Go beyond the books and find your beginning.
Start with Amazon Student.

43. The EXECUTION
Meet Your Roommate.
Air Freshener Spray.
Stain Remover.
Noise Canceling Headphones.
Aspirin.
Heads Up: Free 2-Day Shipping.
Start with Amazon Student.

44. Conquer The Freshman 15.
Reusable Water Bottle.
Yoga Mat.
Running Shoes.
Protein Bars.
Treat Yo Self: Free 2-Day Shipping.
Start with Amazon Student.

45. Try Again.
Laundry Detergent.
Bleach.
Dryer Sheets.
6-Pack Of Underwear.
FYI: Free 2-Day Shipping.
Start with Amazon Student.

46. Make A Memory.
Plastic Cups.
12 Pack Of Soda.
Party Streamers.
Ping Pong Balls.
Turn Down For: Free 2-Day Shipping.
Start with Amazon Student.

47. SOCIAL ASPECT - #BeyondTheBooks

48. Amazon encourages Freshman students
to try, make mistakes, experience and
even fail. Amazon has them covered, no
matter what happens.
Share how you went #beyondthebooks
social campaign.

49. PROJECT Farmers’ Market
CLASS Digital Strategy
INSTRUCTOR Khaia Brogan, Jonathan Ward
SEMESTER Fall 2014

50. The ASSIGNMENT
Pick something that you like,
find a problem and create a
digital strategy that solves the
problem.

51. RESEARCH
“You get to talk to people
who grew your food. You get
the real story behind it.”
“All kinds of people shop
at the farmers’ market.
They all just want really
good produce.”
“People really wanna know
where their food comes from.”

52. “You work hard,
and are not making
any money.”
“It’s something
you choose or
it chooses you.”
“When I’m not at the
market selling the
produce, I help my
parents at the farm.”
“I had to get up at 2
o’clock this morning
to be here. And I go
home, it will be 11
o’clock before I get to
bed tonight.”

53. I have built re-
lations with the
farmers the past
10 years. I know
what they do.”

54. “I look at price and
overall quality.”
“We have a very long
waiting list. Lot of
farmers are not that
technically advanced
in this industry we are
working. A lot of people
don’t have email, so we
make sure that we have
accessible paper appli-
cation for them.”
“I was walking by and
saw it, so I decided to
stop by.”

55. FINDINGS

56. Farmers’ Markets
are just so NOT
DIGITAL.

57. The farmer’s market experience is tangible, off-line, and non-digital.
Where can I digitally connect people who shop at farmers’ market?
What can I do for them that is relevant and meaningful?
The CHALLENGE

58. It all started
with a recipe...
What is
Swiss chard?
“Excuse me,
is this Swiss
chard?”
How to...?
Share
1
2 3
4
5

59. DIGITAL TREND
#farmersmarket 772,967 posts
#organic 4,281,225 posts
#localgrown 6,985 posts
#fruitsandveggies 37,767 posts
#healthyeating 39,259 posts
#cleaneating 11,645,425 posts
#eattherainbow 177,478 posts
#nourishyourbody 56,769 posts
#healthyrecipes 190,681 posts
#locallygrown 29,531 posts
#produce 197,251 posts
#veggies 2,470,893 posts
#healthyfood 3,966,472 posts

60. How much does it cost?
What to do with it?
How does it look?
How to clean it?
What is it?
When is its season?
VEGGIE & FRUIT HASHTAGS

61. The INSIGHT Hashtags can be confusing and they don’t give too much
information about the veggie or fruit.
The IDEA
Veggies and Fruits as Instagram users. Create Instagram ac-
count for produce that are in season and provide information.

62. Beetroot
http://instagram.com/sffm_beetroot
Persimmon
http://instagram.com/sffm_persimmon
Swiss Chard
http://instagram.com/sffm_swisschard

63. The EXECUTION
Meet SFFM_Beetroot
(San Francisco Farmers’ Market Beetroot)

65. Information about the produce
How to videos
Availability on Farmers’ Markets
Price comparison on different SF FMs
Recipes
Content IdeasContent Strategy
Same naming structure for every account
Only active when they’re in season
Have a voice: Talking veggies
Post 1-2 times a week

66. Promotion PlanTags on food pictures.
Encourage people to tag veggie
users on their food pictures.
Comments on hashtags
Appear on the Farmers’ Market
next to/on the produce

67. PROJECT Starbucks Branded Content
CLASS Creative Communication Strategy
INSTRUCTOR Andrew Matthews
SEMESTER Fall 2014

68. The ASSIGNMENT
Pick a brand and create a
branded content strategy.

69. What does STARBUCKS stand for?
“From the beginning, Starbucks set out to be a different kind of company. One that
not only celebrated coffee and the rich tradition, but that also brought a feeling of
connection.
Our mission to inspire and nurture the human spirit – one person, one cup, and
one neighborhood at a time.
Starbucks is the premier roaster and retailer of specialty coffee in the world. And
with every cup, we strive to bring both our heritage and an exceptional experience
to life.”

70. The PROBLEM
Starbucks is part of people’s morning routine. Starbucks coffee tastes the same every-
day and every morning looks the same. Starbucks has lost its uniqueness.
Morning routines are creativity killers
“As several recent studies highlight, the way most of us spend our mornings is exactly
counter to the conditions that neuroscientists and cognitive psychologists tell us pro-
mote flexible, open-minded thinking.”

71. “When we fall into routines
we forget that there’s a
whole other World just wait-
ing for us to discover it.”

72. The CHALLENGE
What kind of content can Starbucks provide that
stands out from the morning routine, is unique and
have some sort of value?
The IDEA
Every coffee cup is unique and has a ‘break the
routine’ tip on it. #breaktheroutine

74. Don’t check your phone until you hit the office
Tell a friend how much you love her in a text
Sing along to your music on the street
Change your computer’s wallpaper
Compliment a stranger
Get fresh flower for yourself
Have ice cream on the way to work
Take a funny face selfie
Give change to a homeless
Call your mom
Take a picture of a stranger
Tell your favorite joke to a coworker
Tweet your break the routine tip
Question everything today
Draw something on a piece of paper
Go for a short walk in your lunch break
Take another way to work than the way you usually take
Dance in the elevator if you’re alone, or even if you’re not
Talk to your coworkers today instead of calling or emailing them
Ask somebody out for lunch that you have never had lunch with before
Break the Routine Tips

75. #breaktheroutine

76. Everybody’s morning
routine looks more or
less the same.
Make sure yours is
different.
Pre-roll videos

77. PROJECT StoryWorth Marketing Plan
CLASS Creative Thinking & Problem Solving
INSTRUCTOR Cameron Maddux
Guest Speaker: Nick Baum, StoryWorth
SEMESTER Summer 2014

78. The ASSIGNMENT
Develop a Marketing Plan that
generates awareness to
StoryWorth.com, drives traffic
to the website and makes
people subscribe for it.

79. The PRODUCT
StoryWorth is a private online platform where family members can share their stories.
It automatically sends out a random question every week to its subscribers. The ques-
tions can be answered on the site, via email or phone. Stories that are saved on Story-
Worth are private and only accessible for those who have been signed up for the site.

81. Why does this product exist?
Family stories bring us closer together. They help children understand where they come
from and what their family values are, and let grandparents connect with their grand-
children. StoryWorth is the easiest way to record family stories for generations to come.

82. ”I am thrilled that my son got this
ball rolling. This is a wonderful and
priceless site. Just awesome!”
— Kim from Phoenix, AZ
“The first story from my dad brought
tears to my eyes. It was about what
Christmas was like for him as a kid.
Great work!”
— Chris from Harrisonburg, VA
“My dad is having a blast responding
to his grandkids and nieces’ com-
ments on his stories. It’s a brilliant
idea!”
— Janet from Naperville, IL
“I have truly found answering
the StoryWorth questions to be
a delightful experience. I feel as
though I’m passing on treasures
to my children and their future
families.”
— Trisha from Rochester, NY

83. Who are we talking to?
Jan: 63 year old
Rachel: 34 year old
Zach: 2 year old
We want Rachel to subscribe
her mom Jan to StoryWorth,
but we want Jan to write
stories to her grandson Zach.
Grandparents are the best storytellers. They have experienced so much that they have
tons of stories to share. Their stories are filled with love and good intentions. They want
their grandchildren to learn as much as possible about life and to succeed in the world.
However, they might not be the right target to talk to about StoryWorth subscription.
Who’s the link between grandparents and grandchildren? We want to talk to them!

84. The INSIGHT
Thanks to technological advances, social media, smart phones and the Internet keep-
ing in touch with loved ones has never been so easy. But that has also effected the
way we tell stories.
How meaningful are those stories that have been told by using these platforms?
Does your grandpa know how to use any of them?

85. Reaching the target on Instagram
To generate awareness and drive traffic to StoryWorth.com

86. FACEBOOK AD
To generate awareness and drive traffic to StoryWorth.com

87. GOOGLE ADWORDS
To generate awareness and drive traffic to StoryWorth.com

88. Mailing handwritten letters
To generate awareness and drive traffic to StoryWorth.com
StoryWorth is like one big family diary. Writing a diary is as
old-fashioned (in a good way) as writing letters.
Each letter includes a quote from a StoryWorth user and the link
where the receiver can sign up.

89. StoryWorth as a tool for keeping in touch
Get people to sign up when their yearbook
picture is being taken and encourage them
to keep in touch with the class through
StoryWorth.
StoryWorth could generate questions for a
specific group of people, such as a class.
Example: “Did you have a crush on some-
body during high school?” or “What’s your
favorite memory of Class 2013?”
Also the group could write its own questions.
YEARBOOK/GRADUATION
To get people to sign up for StoryWorth.com

90. REUNIONS
To get people to sign up for StoryWorth.com
Reunions tend to be places where people are sharing memories and stories.
StoryWorth could go to high school reunions, talk about the product and help people
sign up on the spot.

91. PHOTO = MEMORY = STORY
StoryWorth could pair up with professional pho-
tographers, who take pictures at memorable
events, such as weddings, proms, etc. and help
people sign up as part of the photo shooting.
Once in a while instead of sending a weekly
question, StoryWorth would send a picture and
ask them to describe how they felt at the mo-
ment when the picture was taken or what was
the best part of that event, etc.
WRITING CHALLENGE
#writeeveryday
Just like #100happydays, the first free month
trial at StoryWorth.com could also be a chal-
lenge. Can you write a story everyday for a
month in a row?
Whoever accomplishes the challenge could
get X% off of the first year subscription and/or a
voucher for a free printed book.