The Secret Work of Tiny Paula

Creative materials I designed for my internship at The Borgen Project. I did both copy and art. 

Photo 1 is a poster for my fundraising event.

Photo 2 is an Instagram photo as part of my social media presence.

Photo 3 is another poster for partnership strategy with my company. 

Title: H is for Home

Client: American Home

Brand/Product: American Home Window Type Inverter Air-conditioner Feather Series

Copy & Art by Tagil1D (BAPR 4-1D Batch 2015)

Background: Now this print ad was not my work alone. This was our award-winning print ad for our annual Ad Clash competition for our client American Home. I was one of the presenters (i also won the as the second best presenter, hey AE alert) for our team. AD Clash is a major competition held among senior graduating students of Advertising wherein each blocks (classes) will compete each other and present an Integrated Marketing Communication Campaign for a real client in front of thousands of spectators. This is our department’s version of “thesis”.

Rationale: The concept of our campaign is to make our target market feel that when they purchase our product, they will feel the essence of having a home as American Home feather series ties the whole family together. “Your house, we make a home” was our proposed tagline. What made our campaign bagged the title was using the technique of “heart selling”. Knowing our target market’s psycho-graphics helped us shaped and directed our strategies into an emotional investment rather than materialism.

Title: What A Gloomy Vacay!

Client: RHA

Product/Brand/Service: TSET

Copy & Art by Yours Truly

***Picture was taken by me from our last Hawaii trip (nope, no timeshare involved)

Inspiration: I just happened to like this picture and want to use it as an art. Then my creative imagination light bulb turned on and came up to this idea. The photo looks scary as silhouettes of the trees and oceans looked spooky but yet it has an appeal. I was thinking that the art would justify the message of having or experiencing something that is scary like a nightmare but yet at the same time shows a picture of a nice vacation, but gloomy!

Rationale: My previous clients from being an Account Coordinator for RHA for their TSET won’t stop complaining about their maintenance fees every month (depends on the contract - could be even, odd, monthly, annual, biannual, etc.) and the hidden charges they are paying for while still in the contract. The timeshares alone are a burden, then add these maintenance fees - yeah, a nightmare. I compared it to Halloween because it’s the only spooky and scary season that i can use if i am going to settle for seasons (summer - vacation season, get it?) Timeshares are nightmares rhyme perfectly, I used the word “slap” because what would you do if someone is having a nightmare , “slap the heck out of them so they can wake up, right?” hope i make sense here. lol

***Disclaimer: I grabbed the photo from Google.

Title: It Delivers Satisfaction

Client: RHA

Product/Brand/Service: TSET

Copy and Art by Yours Truly

Inspiration/Background:  I worked in a consumer service industry that gets people out of their timeshares. With my experience working there, i often received complaints from clients about the long process it takes to get out of it. The company has their own ad materials and runs through different mediums all over USA (TVCs, POPs, website, Radiocom, and event fairs. Dave Ramsey is endorsing them as well.) But i noticed that the message of their ads is to convince people to sign up with their service, which i assumed to gain new customers. But how about the current customers? I came up with this ad because i was sure that customers do really get out of their timeshares and YES after a long long process. Upon my stay in the company as an Account Coordinator, we have made 600 exits for that month alone, and that was pretty impressive.

Rationale: It rang a bell to me that waiting for something that takes too much time but definitely worth it is like waiting for a new born baby being delivered. You get nervous, excited, tense, and even ask yourself “what the heck is going on inside that room? why is it taking too long?” then boom, little did you know that there has been a lot of process, pain, labor and patience taking place inside that delivery room which i compare to what Timeshare Exit Team does during those silent times. I am a proof that this company is legit and that they do their best to deliver results - 110%.

Title: Licked

Agency: My own brain dot com

Product/Brand: Any Portable Ice Cream

Copy & Art by yours truly

Inspiration: I was inspired by the book “Hey, Whipple Squeezed This!” and came up with some ideas that i got from reading it. Mostly have to do with being witty and humorous. I like playing with words and phrases. I like creating copies that could hook the pique of my target audience’ s dirty mind, oops but hey, it’s a matter of opinion and open-mindedness. *wink*

Outcome: I showed this print ad to a CEO of an Ad Agency and I gotta admit that he looked a little surprised by the way he had dropped his jaw. He thought it was pretty funny and playful. He wanted to hire me but he can’t because there are no openings. But he said that he believes that i can create better ads as long as i keep my focus and passion to it. He liked how simple yet appealing this ad is.

Art by Neil Glenn Apale

Copy by Paula Ruiz

All rights reserved. 

[ I ]

Mga pulo na sadyang kayganda

Naghihintay lang na may makakakita

Bansa na tunay na pinagpala

Yamang kaloob ng tagapaglikha

[Refrain]

Pitong libong pulo ay pinag-isa

Ginawang bansa ng pag-asa

[Chorus]

Piliin mo ang Pilipinas

Sa tagong yaman ay likas

Piliin mo, ipagmalaki

Ang yaman ng Pinas

[ II ]

At ang ngiti at ang tatag

Ng Pilipino ay di matitinag

Sumasalamin sa bawat isa

Ngiting nang-aakit ng pagkakaisa

[Chorus]

Piliin mo ang Pilipinas

Sa tagong yaman ay likas

Piliin mo, ipagmalaki

Ang yaman ng Pinas

[Rap]

Kultura at pagkain

Magagandang tanawin

Kasiyahan, ugali, at mabuting damdamin

Lahat ng tagong yaman

Halika na't silayan

Choose Philippines.com ay iyong silipin ang Yaman ng Pinas

Title: Tagong Yaman

Client: Choose Philippines.com

Words by: Pau Ruiz

Melody by: Danica Palmario

Working Span of time: 3 hours

The Goal: To create an IMC campaign that will launch ChoosePhilippines.com after the devastating hit of Typhoon Yolanda. encourage tourists especially Filipinos to view choosephils.com then later on translate it into real visits.

*Part of the IMC campaign is the jingle. IMC campaign cannot be uploaded here due to confidentiality.

Piattos Jingle

You've got your time with your friends

Strolling around the village

Sharing the taste of Piattos

Net surfing, gaming, studying, whatever you are doing

Taste the six sides of Piattos

Going out is always fun

Whether alone or dating someone

With Piattos barbeque and cheese

Sour cream, Nachos Pizza or Roastbeef

Taste the six sides of fun with Piattos

Piattos will make your day

With its fun shape and flavors

Taste the six sides of fun with Piattos

Pass the fun side by side

Share it with your friends tonight

Taste the six sides of fun

with Piattos

Anddd... up there is the Print Ad

Composer: Pau Ruiz

Print Ad concept by: Eunice Santos and Pau Ruiz

Artist: Neil Apale

Copy: Pau Ruiz

Requirement for the Subject: IMC and Marketing Promotions

CLIENT: Skybiz Enterprises

NATURE OF BUSINESS: Sales of Computer Parts, Rental, Repair Shop

REQUIREMENT FOR THE SUBJECT: Accounts Servicing

THE GOAL: To create ad materials that will promote the business and boost its sales and potential customers.

“

Hinahanap mo ba ay di makita

Sa mall o sa market, kahit sa malaking bookstore Di mo na kailangan bumyahe Sa SULIT di ka na madadyahe

Sa SULIT.COM.PH (kumpletong hinahanap mo) Sa SULIT.COM.PH (Click mo lang kailangan mo) Madaling mamili, tiyak ikaw ay mawiwili

Sa SULIT.COM.PH Kumpletong hinahanap mo

”

— 

Sulit.com.ph Jingle

Requirement for the subject: Ad conceptualization

The Goal: To make an original jingle for the account Sulit.com.ph

Span of time: 1 week

Composed and lyrics by Yours truly

Brand Manual for the Department of Advertising and Public Relations -PUP Manila.

Requirement for the subject: Brand Management

The Goal: To create a brand manual for the department that will encourage students to enroll and pursue the course.

The Result: Increase of ADPR students by 5% for the school year 2013-2014.

Client: JK PET AND ACCESSORIES

Nature of Business: Pet shop and Accessories store.

Requirement for subject: Accounts Servicing

The Goal:  To create ad materials that will promote the shop and boost its sales. 

Requirement for the subject: Principles of Public Relations

The Goal: To make a pr communication plan that will promote Siquijor island.

The Result: No questions from panelists were asked during the defense.