STRATEGIC STORYTELLERCARRINGTON FAULK

www.thewurk.comwww.passion4advertising.com

My Contribution:Researcher

Student SurveyorCreative Brief Writer

BloggerInterviewer

DocumentarianCamera Operator

Story Arc InfluencerProcurer of Commercial Assets

Website Content Manager

carringtonfaulk.tumblr.comRead more posts at:

Tiger. Oh, Tiger. Golf was so great before your demise. But you had to go and ruin your winning streak with scandal, and put a damper on the sport in the process. The perceptions of golf were already negative: all boys club, stuffy, high barrier to entry, and don’t let us forget…the douchebag factor. Golf needed a change, a change that could reach the many who always admired the sport from afar for its competition, lush green landscapes and social camaraderie, but were turned off by its exclusivity. We needed a brand that could innovate, and Nike was just the brand to bring that innovative history. With Nike Golf, we chose to OWN THE FUTURE. THE FUTURE OF GOLF.

We decided from the onset that the future would be different. The future would be the second coming of golf. And what better way to resurrect the sport but to build a course. But not just any course, a NIKE golf course. Our mission was to build a house where everyone would be welcome, a spiritual house for the passionate.

And you could help build the mission as well. After being driven to the Facebook page from the 30 sec teaser TV ad, you will be given the opportunity to help build the mission. What better way to let novice golfers and experienced participate in the building of Nike’s new sanctuary than to let them contribute ideas towards its creation.

Influential PR people and established sports writers will receive a limited edition direct mail piece complete with Nike golf club and a vile of dirt from the build site.

30 sec teaser can be experienced at:www.thewurk.com

(Voiceovers)

Revolutionary architects will design the course and Nike will challenge their R&D department to innovating and experimenting with new ways to not only play the game but experience it on the course. Mobile will be a huge driver with the additions of devices on the Nike course golf carts as well as service made easier from mobile applications.

With Nike Golf, the future is here. Now all you need to do is have faith.

AD: Nathan Nowonaowski

CS: Carrington Faulk

CW: Jen Stopka

CBM: Sarah Weeden

CT: John McClaire

Marination: my philosophy on selling ideasMarination (def.): the process of soaking ideas in people’s minds.

1. Tell them the idea...then let it sit. It must marinate to get the full flavor.

-don’t try to sell it too much, let them figure out what it means to them.

2. Always have a plan for cooking an idea…but realize some people are better cooks. -Creatives are grill-masters.

3. Brand your marinade.

-always try to infuse part of yourself or your thinking into a project

CS: Emily Bennet, CT: Max Hendren, CS: Carrington Faulk, CT: Harrison Perkins, CS: Gautham Ramdaurai

Porsche wants to be the “it” car for future male drivers. Our team set out to start the dream funnel for these young 8-14 year old boys before they were old enough to pedal the medal. We soon realized how strong these kids’ bonds were with their fathers, and saw this as a huge opportunity for Porsche to accompany these fathers and sons as they deepen these bonds. What better way to enhance this interaction but through sport, specifically, soap box racing!

experience the video at:www.thewurk.com

(Strategy/Innovation)

dream funnel

That’s why we created Derby Dash, a Nintendo Wii game that fathers and sons can play together and create a soapbox car virtually. They do this by winning challenges and testing out their derby car and ultimately making key decisions on the design of their car. Derby Dash is a multi-platform experience, first living on your Nintendo Wii and continuing onto your mobile phone or iPad.

The next step is sending your finished soap box to Porsche. They will then send you the blueprint in order to build it in real life. This will complete the ultimate bonding experience for father and son, because they will not only be able to take part in ideating their vehicle, but they will now be able to both build and race their soapbox creation with their very own hands!

Porsche also has the opportunity to sponsor real life soap box derbies. This keeps these fathers and sons in the loop about upcoming events through email updates, downloadable content, and swag such as bumper stickers, posters and T-shirts. This will fuel an ongoing cycle of contiunuous bonds between father, son and Porsche.

Carrington & Carter ’11

Do you know when Arbor Day is? Don’t worry no one seems to know. That’s why we took it upon ourselves to rebrand it.

Boom. You’re welcome.

CS: Lirra Schiebler, Diandra Mintz & Carrington Faulk

1872The First Arbor Day

Nebraska Territory

One Million Trees Planted

2011

Last Friday in April

Differs Regionally

Supported by The Arbor Day Foundation

THEN / NOW

T I E R 1

T I E R 2

T I E R 3

COMPETITION

New Years

Valentine’s Day

Fourth of July

Halloween

Thanksgiving

Christmas

MLK Jr. Day

Cinco de Mayo

Memorial Day

Labor Day

Veterans Day

Mother’s Day

Father’s Day

April Fool’s Day

Earth Day

President’s Day

Groundhog Day

May Day

Patriot Day

Arbor Day

Flag Day

Columbus Day

LEARNINGS

BUILDING BLOCKS OFSUCCESSFUL HOLIDAYS

MUSICPARTYKIDARTSCHWAG

TRADITIONTREATDAYOFF

ICON COLORSCHEME

CREATIONMYTH

ARBOR DAY = HOLIDAY FAILURE

BUILDING BLOCKS OFARBOR DAY

MUSICPARTYKIDARTSCHWAG

TRADITIONTREATDAYOFF

ICON COLORSCHEME

CREATIONMYTH

DIRECT COMPETITOR

EARTH DAYAPRIL 22Similar Functional Benefit

Similar Timing

Global Awareness

IMPLICATION:

ARBOR DAY DOESN’T BELONG IN HOLIDAY CATEGORY

REASONS TO BELIEVE

FINANCIALProperty Value

Energy ConsumptionSOCIAL & HEALTH

ADHD ManagementWater Filtration

CO2 Management

AESTHETICJob Satisfaction

Wildlife

TREE PLANTING DOES DESERVE ITS OWN DAY

No one knows when Arbor Day is

Planting a tree is hard work

People don’t know how or where to plant

OBSERVATIONS

The physical obstacles of planting a tree

outweigh the emotional benefits

INSIGHT

STRATEGY:(PIY)ENCOURAGE INDIVIDUALS TO ATTACH THEIR OWN PURPOSE TO PLANTING A TREE

FROM THIRD TIER HOLIDAYTO UNTETHERED TRADITION

DIRECTION

GOVERNING BODY:THE ARBOR DAY FOUNDATION

BRANDBELIEF

SYSTEMWHY:

HOW:

WHAT:

We believe a tree’s existence ensures our own

We promote a personal connection to trees

We plant trees and encourage others to do the same

Arbor Day, Every Day

NEW TAG:NEW LOGO:

REBRAND

NEW POSITIONING:Every time you plant a tree, it’s Arbor Day.

AUDIENCEGARDEN GIFT GIVERS

M: 46%F: 54%

Age: 45+Employed PT / Retired

Married/Divorced/WidowedLikely to be a Grandparent

High Community InvolvementFamily-oriented

“The way I spend my time is more important than money”

EXPECTED AND RECENT EVENTS

Youngest child graduates collegeYoungest child gets married

Retire

Source: Simmons Adult Full Year Study

ARBOR DAY CORE

GARDEN GIFT GIVERS

CALENDARS

MAP TOOL

SEED CARDS

PARTNERSHIPS

SAPLING TAGS

TREE CITYLOCAL PRINT

WEB REVAMP & SEO

INFLUENCED BY INFLUENCING

SAPLING TAGS

TREE PLANTING MAP TOOL

CALENDAR

TIME

TREESPLANTED

EVERYONE HAS A DIFFERENT ANSWER FOR:“WHEN IS ARBOR DAY?”

SUCCESS

“I planted my first tree in Feburary. I hope little Kyle lives. I think I’ll make it a tradition to plant a tree every birthday. Or whenever I feel like it. Arbor Day everyday!” -Carrington

Experience the tree planting at: www.thewurk.com (Strategy/Innovation)

PASSION“I dream of owning a

restaurant one day, but first I must do

research.”

www.thewurk.com(Strategy/Innovation)

A Will & Kate Wedding EXCLUSIVE!!

AD: Iric Catnabagn CBM: Oliver Sykes CS: Carrington Faulk

PROBLEMBlurb.com’s consumer has been slow to convert their literary and visual masterpieces to books. Blurb.com is unsure they will maintain the growth rate they’ve been accustomed to the past couple of years.

Opportunity

What if these creative professionals and students could design their very own sketchbooks? These sketchbooks would greatly increase Blurb.com’s conversion rate and grow their revenue significantly. All while utilizing the paper and binding resources readily accessible to them.

SKETCHBOOKS

CUSTOM COVERS

CUSTOM PAGES

DETAILSTypically 161-200 pages60# B/W Paper$6.95 for Softcover$22.95 for Imagewrap

SKTCHBKADS

contact

Carrington Faulkfaulkcm@gmail.com

www.thewurk.com

Work Experience

Audio Visual TechnicianVCU Brandcenter, Richmond, Virginia2010-present

Internship Experience

Pursuit of Passion: Diversity in Advertising 4A’s/VCU BrandcenterProduction AssociateSummer 2010

Metro Productions, Richmond, VirginiaAccount Planner/Production AssistantSummer 2010

Brandcenter & Production Experience

Communications Strategist @ VCU Brandcenter (studied Account Planning)Amer. Family Fitness “SHINE” commercial shootRevolution Advertising- Production Assistant

Education

VCU Brandcenter, Richmond, Virginia Mass Communications, Advertising—Communications Strategy (2009-2011) James Madison University, Harrisonburg, VABachelor of Science in Studio Art (2007)

!omas Nelson Community College, Hampton, VirginiaAssociate of Science in General Studies (2007)

Carrington Faulk401 W Grace St. #301, Richmond, VA 23220faulkcm@gmail.com

Skills

Verbal & Non-verbal Communication- posseses great listening, presentation and people skills as well as magical voiceover ablility.

Written & Visual Communication- great visual storyteller, e!cient in Photoshop, InDesign, Keynote, Microsoft O!ce (Word, PowerPoint, Excel) as well as MAC OS 9 and 10.

Organization- able to process, analyze and task each project as an ordered whole

Creative !inking- capable of producing origi-nal ideas and concepts.

Teamwork- works well in a collaborative envi-ronment and maintains positive relationships.

Strategic !inking & Vision- able to see the big picture and plan ahead for the future.

A/V- over 12 years experience in audio/video recording, editing and "le size management. (Pro-Tools 8 and Final Cut Pro)Problem Solving- able to troubleshoot a project and provide help, expertise or resources when needed.

Awards & Honors

AICP Directors Scholarship---2009Brandcenteral Representative---Communica-tions Strategy (VCU Brandcenter c/o 2011)

PassionsMusic---Owner/Artist (Micah Musik Group)Fitness---AFAA Certi"ed Personal TrainerLiterature--- NY Times, Books & Blogs

Portfolio: www.thewurk.com // Music: www.carringtonfaulk.com

RESUME