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This diary belongs to:

Lorraine Natasha Thomas

Y ou have been awarded t he pr ivi leget o read excer pts fr om my diar y

Each entr y is based on a true st or y,highl ight ing points al ong my advert ising jour ney.

It is my pleasure t o share t his wit h you.Enjoy!

July 12, 1994

It was so hot today! If it wasn’t for Zeek, me and Cornell would have melted. The one AC we have in the whole house doesn’t do anything, so Zeek let us take turns sticking our heads in the freezer. I had my head stuck in so far, I almost didn’t hear him yelling for us to get dressed. He found out they had a survey for him at the Bergen Mall, and he was taking us with him. Finally, some real AC! I didn’t really know what surveys meant, I just knew that Zeek liked going ‘cause it meant he was getting paid. I asked him what he had to do and he said it was either to answer some questions, or try stuff. He said they needed him to try stuff today. That sound weird. Try what? But I didn’t ask. I just hope he has another survey tomorrow.

October 4, 1999

David is so cute! I caught him looking at me in health today.

It's probably 'cause I was wearing my dance tights to class.

It didn't make sense for me to change. I had dance 3 times

today! I had dance class in the morning with Ms. Walker, then

again for gym, and after school I had Dance Ensemble and

Terpsys. I can't wait for the end of year dance concert. Ms.

Walker is allowing me to choreograph and perform a solo. I'm

dancing to I Don't Wanna by Aaliyah. It reminds me of David.

August 29, 2004

McCann offered me a job! I’m gonna be a Creative Assistant for a team

that works on Detroit accounts. I’ll start right after MAIP is finished.

Wow! This is my first real job with benefits and everything. Even 401K!

And to think, I almost didn’t make it into MAIP. Ma’s surprise trip for

my birthday fell on the same week as my interview. Good thing she was

able to get it rescheduled. That was the first time I had ever been inside

the Chrysler Building. I was so nervous, but I think Ma was more nervous

than me. She thanked Tiffany every chance she got. And again when we

found out I got accepted. I can’t wait to start my new job at McCann!

April 10, 2009

Odie turned 31 today. He seemed very excited. When I asked him why, he said because he has Mahdy, Chistine and us. I wish I had something that excited me. I ’m so sorry that I had to leave McCann. I loved it there. I had so much fun one day watching audition tapes with the team for their new commercial. They even let me come with them to the studio when it was time to do the edits. That ’s when I learned I would need a book if I wanted to be an Art Director. Too bad I couldn’t finish up those classes at AdHouse. I really need to finish my book.

February 16, 2012

Schoo l t his week was crazy. I have mad homework f or t ypography t o f inish and I st i l l d idn’t take a l l my pict ures f or Ginny’s c lass. I shou ld be able t o do everyt hing over t he weekend. T hat reminds me, I need t o let Kar la know t hat we’re going t o have t o meet up on Sat urday instead of t omorr ow t o work on Aviva. I was s o pr oud of t he feed back we got fr om Serena last c lass. We presented t he f ir st draft of our br ief, and she seemed t o rea l ly l ike where we were going. T his quarter is going a l ot bet ter t han t he f ir st one. T hank God, ‘cause last quarter fe lt l ike he l l. Every teacher wanted t he “big idea”, and I fe lt s o l ost every t ime t rying t o f ind it. Now I know why! T hings are l o oking up.

March 15, 2013

I f ina l ly graduated fr om Miami Ad Schoo l! I can’t be l ieve it! I am s o pr oud of myse lf f or f ina l ly c omplet ing my port f o l i o. Dec iding t o do t he Boot Camp was one of t he best dec is ions I’ve ever made. I l iked learning about art direct ion, but I spent t hree quarter s fee l ing anxious every t ime “gr oup presentat ion” was ment ioned. Once AP start ing appear ing after my name, t hat st opped immediate ly. Who knew I wou ld end up enj oying br ief s a who le l ot more t han P hot oshop. I can’t wait f or what’s next!

SITUATION

MTV was launched in the US during the summer of 1981, bringing music videos to a

cable television audience. Its popularity grew from the ability to give a rare glimpse

into the lifestyle and behavior of music stars. However, music videos have since lost

this novelty with the introduction and evolution of the Internet. Today, music stars are

at eye level through the aid of social media. The novelty now is being recognized by

these super stars in the form of mentions and retweets.

COMMUNICATION OBJECTIVE

To alert the nation to Sean “Diddy” Combs’ new media network

TARGET

Jackie is watching The Voice on her tablet, while texting and tweeting who she

wants to see win. During the show she is treated to a performance by one of her

favorites, Bruno Mars, whom she follows on Twitter, Instagram and Facebook.

After the performance is over, she posts how good he was, followed by a question

about her homework for Biology.

Social media has become a part of her daily life, shaping the way she

communicates and with whom. Phone calls are substituted with posts, Facebook

messages are preferred over email, and complete words and sentences have been

replaced by acronyms and hashtags. All being sent to her best friend, a co-worker

or the President.

January 11, 2013

Our first weekend went really well. I am very excited about our next project. We have

been assigned to create a Super Bowl spot that helps build buzz around “Diddy’s” new

cable network Revolt TV. This should be fun!

Moments that have gone

Won’t happen again

Moments that bring hope

Moments that never fade

Moments that make you rise

Then make you fall

Just to make you rise up again

Moments so great

That they create history

Some moments are best

LIVE

Revolt

The power of LIVE

http://vimeo.com/73053957

DESIRED ACTION

To connect with music artists by using Revolt TV’s Fan App to “GO LIVE”

BARRIERS

Twitter is the social media of choice when fans want to connect to their favorite

celebrities, but they can also interact with them through Facebook and Instagram.

INSIGHT

“I like that I am able to communicate with celebrities on Twitter, but it rarely feels like

they’re listening.”

REWARD

Being heard by your favorite music artist

REASONS TO BELIEVE

Revolt TV will be the first multi platform television channel built from the ground up

in a social media age. It will feature music related news and events covered in real

time, as well as a fan app that allows fans to become a guest on any Revolt TV

program by activating the GO LIVE button.

SITUATION

Millennials are not coming to Red Lobster because it’s Grandma’s favorite.

The same person who retired from her first job, and doesn’t understand why her

grand-daughter isn’t married yet. Grandma’s view of adulthood is outdated, as this

generation’s new customs have redefined what it means to be an adult.

It is no longer about the closing of doors, but rather an invitation to explore the

possibilities.


To grow short term sales among Millennials

TARGET

The lease to Mia and Ashley’s apartment will be up in 3 months. They decided to

figure things out over appetizers and beers during Happy Hour. Ashley starts the

conversation by announcing her boyfriend’s invitation to move in with him. Mia

follows with complaints about her job, which have lead her to start looking. By the

end of the night, Mia and Ashley are wishing each other “Cheers” and “Good Luck”

to what lies ahead.

Millennials are in no rush to buy homes, they are waiting longer to jump the broom,

and have no problem leaving a job if they’re “not feeling it.” They have transformed

the meaning of adult.

January 26, 2013

Wow, I didn’t know briefs came in so many versions. We learned ANOTHER format

today. We also got briefed on what we need to present next week. Basically, we need

to come up with a strategy that will make Red Lobster more appealing to Millennials.

How about free biscuits all day!

DESIRED ACTION

To have Millennials dine at Red Lobster for dinner

BARRIERS

Applebee’s and Chili’s do a good job providing an environment that is exciting and

fun, as opposed to Red Lobster where it feels more like going to church. Millennials

want to dine in places where they feel welcome to come as they are and be

themselves.

INSIGHT

“Even when I am with my friends at Red Lobster, I still feel like we’re at the grown-up

table.”

REWARD

Making the table your own

REASONS TO BELIEVE

Today’s Fresh Fish menu is available each day at Red Lobster, featuring a wide

variety of fresh fish that are hand selected by experts. Red Lobster also provides the

option to have a dish prepared by a Grill Master on a wood-fire grill. They also plan

to remodel all of its restaurants to a more up-to-date atmosphere, that will include

and expanded bar area.

New feature to Red Lobster’s website where visitors can learn how to prepare menu items at home,

via virtual cooking lessons in Chef’s Kitchen. Once your meal has been “prepared,” you can post it to

Facebook or make a reservation at Red Lobster.

Print ads featuring Chef

New app that allows you to order with your iPad

SITUATION

More and more consumers are turning away from conventional PC’s in favor of

tablets and mobile devices, with Apple being in the forefront of this post-PC era.

Through their popular iPhone and iPad products, they have been able to establish

the idea of what smart phones and tablets are, and how they should be used.

Microsoft faces the challenge of establishing itself in this new territory of devices,

having been the face of PC’s and laptops for years.


To broaden the application of Windows 8 in different platforms

TARGET

Millennials are deeply motivated to succeed, but are not willing to sacrifice their

personal time to climb the corporate ladder. If they find their employer is unable to

provide the right work/life balance, they have no problem walking away to look for

a place that does. These young professionals struggle everyday to find a balance

between their responsibilities at work and their desire to have as much fun as

possible.

February 2, 2013

Our teacher this week was cool! He showed us some very helpful tools to use for our

projects. Our next assignment is to develop a new idea for Windows 8 using one of

these tools.

DESIRED ACTION

To use a Windows 8 tablet for work

BARRIERS

Apple established what a tablet is through the iPad, making all other tablets’ validity

questionable.

INSIGHT

“You’re supposed to play on a tablet, not work.”

REWARD

Gain balance in work and life

REASONS TO BELIEVE

The new Surface Pro tablet from Microsoft allows you to run the full suite of Office

programs, along with many apps.

A Touch Cover can be attached that offers a full keyboard for typing, and both a

USB port and microSD card slot are provided to transfer files. The Surface Pro is also

powered by an Intel Core i5 processor and has a full HD display.

Print ads for Windows 8

We have been a part of your life for more than thirty years.

We powered the Information Age.

We were around before broadband and dial up.

Before social media.

Before cell phones.

Back when computing meant going to a university to use a machine the size of a room

We were just doing what we felt compelled to do;

like it was written as code in our DNA.

We were left-brain thinkers before left-brain thinking was cool.

It was who we were and what we knew.

It was only natural that we would cater to people like ourselves

Those fellow left-brain thinkers grounded in logic and reason.

Unfortunately, we didn’t always do our best in showing our other side.

The side that leaps before looking,

that paints the big picture before the details,

and wants to touch something to learn how it works.

We have gotten wiser with age.

Sometimes you’re a left-brain thinker--sometimes a right.

http://vimeo.com/73175775

May 2004

Rider University, Lawrenceville, NJ

Bachelor of Science Business Administration: Advertising

Bachelor of Arts Communications: Multimedia Journalism

July 2004 - August 2004

Intern, McCann Worldgroup, New York, NY

Internship obtained through the American Association of Advertising Agencies

1 of 80 finalists selected to participate, out of over 300 applicants

- Assembled portfolio of print advertisements retouched by in-house graphics department

- Produced and sent out Kodak Approvals to requested publications

- Assembled presentation materials for client meetings

- Assisted with administrative duties, such as billing and data entry

[email protected]

lorraine natasha thomas

August 2004 - April 2006

Creative Assistant, McCann Worldgroup, New York, NY

Responsible for coordinating and directing office services for a team of six, consisting of

a Group Creative Director and five Creatives

- Coordinated completion of team work through daily calendar updates

- Arranged complex and detailed travel plans

- Compiled expense reports from travel and over-time

- Created and edited documents, records, and reports

December 2006 - April 2010

Inventory Planner, YMF Carpet, Edison, NJ

Maintained and monitored inventory located within a 64,000-square-foot warehouse

- Generated projection reports of all inventory items using Navision and Excel

- Created and delivered purchase orders of goods for company owned factory in China

- Facilitated timely arrival of goods from factory to warehouse

- Processed sales orders from national customers and local sales team

October 2011 - March 2013

Miami Ad School, Miami Beach, FL

Account Planning & Art Direction