Additional Material

Project 1A - a Hybrid (Communication + Innovation) Creative Systemic Model What annoyed me: The currently creative and financial limitations of currently advertising agencies due to the foundation system in which they are all built upon.

My solution: To create and implement a hybrid creative platform design that would allow a single creative structure to synergetically combine communication design and innovation development projects.

Notes: In this project I was solely responsible for the entire design process, from research to presentation, including (1) Problem Identification (revenues system, business issues and market necessities), (2) Concept Creation (hybrid model, processes approaches, new methodologies), (3)  Content Elaboration (names, logos, taglines and illustrations), (4) Project Communication (Q&A session, website implementation, project descriptions, texts). No photos available. But I uploaded some graphics that would help to visualize the whole concept. This Hybrid model is being implemented at www.griffenn.com *You can read this same material with hyperlinks and pictures at http://griffenn.com/?p=130

Project 1A - a Hybrid (Communication + Innovation) Creative Systemic Model Additional Graphic Material: Page 1: CURRENTLY ADVERTISING MODEL This infodynamic maps shows (1) the new business is usually centralized - the “Great Strategist Style”; (2) how dependable is the system when all the new business relies on a single source for develpment and revenues; (2) that the model is mostly passive because it is designed to respond only when the client are in need of communication services. Page 2: PROPOSED PARALLEL HYBRID CREATIVE MODEL This infodynamic maps shows (1) the new business generator department have a systemic view of the company creative processes; (2) both communication and innovation processes happen in synergy; (3) the hybrid model balances the passive and the pro-active cycles making the system more efficient and intelligent regarding the use of creative time and project budgets

ADVERTISING AGENCY WHIT CENTRALIZED NEW BUSINESS - “GREAT STRATEGIST” MODEL

PROSPECTING

BUSINESS GENERATOR (OWNER) prospects

NEW BUSINESS

promisses

STUDIO (ART)

ACCOUNTING

MEDIA

PRODUCTION CREATION

PLANNING C-2 requests

material

C-1

C-3 C-1: CLIENT C-2: CONCEPT

NEW JOBS

INFORMATIONAL FLOW CONTROL POINTS

DEPARTMENTS / ACTIVITIES

C-3: CAMPAIGN

RUNNING

PARALLEL HYBRID CREATIVE MODEL WITH A BUSINESS GENERATOR DEPARTMENT

opportunity cycle

pitching new necessities

P-0: IDEA DRAWING P-1: PROTOTYPE FEASIABILITY

INNOVATION DEVELOPMENT

P-2: STRATEGY ELABORATION

PRO-ACTIVE PROCESSES: RISK MANAGEMENT (ANALYSIS)

P-3: PROPOSAL DETAILING P-4: PROJECT OR PRODUCT PRESENTATION

P- 4

P-3

P- 0

P- 1 P- 2

CLIENT

ACCOUNTING

MEDIA

PLANNING RESEARCH SS

INE

BUS

CONSUMER

TOR ERA GEN

CONSUMER

(editing, internet, design)

DEVELOPMENT

PRODUCTION

CREATION

STUDIO CLIENT

C-2 C-0

C-1

C-3 C-4 C-0: SITUATION DESCRIPTION

COMMUNICATION DESIGN

C-1: SCENARIO EVALUATION C-2: CONCEPT FORMATING

new opportunities

RESPONSIVE PROCESSES : PROBLEM IDENTIFICATION (SOLVING)

C-3: CONTENT STRUCTURING C-4: MATERIAL OR CAMPAIGN FINALIZATION advertising

necessity cycle INFORMATION FLOW CONTROL POINTS

DEPARTMENTS / ACTIVITIES

Projetc 1B: a New Timeline Format for ScriptWriting What annoyed me: The currently timeline used in Hollywood for scriptwriting is good but too dificult for beginners to visualize the whole development of the story.

Proposed solution: To divide the 3 acts timeline in 13 parts that would help writers to evolve the story part by part.

Notes: In this personal project I was looking for a way to understand the creative process behind a scriptwriting and how to make it easy to understand and visualize the underlying matrix pattern of a storytelling and combine it with the unfolding script development structure of plots, sequences, scenes and acts. No photos available. But I uploaded some graphics that would help to visualize the whole concept. I am currently writing a filmscript using this new method.

Projetc 1B: a New Timeline Format for ScriptWriting Additional Graphic Material: Page 1: CURRENTLY HOLLYWOOD FORMAT The graphics present the currently 3 acts timeline structure that most writers uses to format their stories. This particular one was developed by Sid Field and is usually 120 minutes long. Page 2: PROPOSED NEW TIMELINE FORMAT Presents a study for a new version of a combined Sid Field 3 acts with a 13 division scale. The new scale creates a spiral storyline and divides it in 13 parts of 10 minutes each in order to help writers to know where they are in the evolution of the narrative. As a consequence it adds a 5 minute sequence at the beginning and another one at the end. You can see a similar structure in use in the movie “Eternal Sunshine of the Spotless Mind”.

CURRENTLY SYD FIELD 3 ACTS TIMELINE FORMAT FOR SCRIPTWRITING

ACT 1: PRESENTATION

ACT 3: RESOLUTION

ACT 2: CONFRONTATION 90

30 60

0 Cena Inicial

27

CENTRAL POINT

45

25

CONECTION 1

PP1

120 0

120

75 CONECTION 2

87

Cena Final

85 PP 2

10

PLOT POINT 1 (PP1): it is a change in the direction of the story that leads to act 2. ACT 3

PP 2

ACT 1

PP1

25

85 90

30

CONECTION 1: a scene, line or sequence that ties the plot and initiate it. CENTRAL POINT: it is the middle of the script. At this point happens a chenge in direction in act2. CONECTION 2: again a scene, line or sequence which put the end of act 2 in movement. Many times the TP1 might have a relation to TP2.

ACT 2

CONECTION 2

PLOT POINT 2 (PP2): it is a change in the direction of the story that leads

45

75

60 CENTRAL POINT

to act 3. CONECTION 1

New 3 acts, 2 levels + PMBOK Line + 13 Evolutional Cycle (130’: 5’ before + 5’ after)

ACT1: PRESENTATION

ACT 3: RESOLUTION

ACT 2: CONFRONTATION 90

30 60

0 Cena Inicial

27

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Cena Final

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PINÇA 1

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PONTO CENTRAL

45

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120

PONTO CENTRAL 65

80 PINÇA 2

90 Closing 2º Level

PP 2

95

120

+5

New 3 acts, 2 levels + PMBOK Line + 13 Evolutional Cycle (130’: 5’ before + 5’ after)

ACT1: PRESENTATION

ACT 3: RESOLUTION

ACT 2: CONFRONTATION

PLOT POINT 1 (PP1): it is a change in the direction of the

90

30 60

0 Cena Inicial

27

CONECTION 1: a scene, line or sequence that ties the

PONTO CENTRAL

45

25

Cena Final

87

75 PINÇA 2

PINÇA 1

PP1

story that leads to act 2.

120

plot and initiate it.

85

CENTRAL POINT: it is the middle of the script. At this

PP 2

point happens a chenge in direction in act2. CONECTION 2: again a scene, line or sequence which put

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Action-Sinchrony 95

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PP 2 90

ACT 2

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3d

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Project 1C - Three conceptual ideas What annoys me: 1) That I canʼt easily find a good Brazilian cachaça brand in US market 2) That I usually donʼt cook gourmet meals at home because by being single I donʼt have the time to buy all the necessary ingredients and also because most of those ingredients are too expensive to buy to cook for just one person. 3)That I canʼt find a restaurant with a menu specially designed for my own blood type.

My solutions: 1) To create a new shot glass drink packaging as a way to conquer the american consumer.* 2) To create a new kind of cook-out restaurant 3) To create a new kind of restaurant based on the Blood Type Diet.

1) BEBA MODER 4567 ADA ME NT

E-

PR

single power drink

ALTO TEOR ALCOÓLI CO -

OI B

ERIDA - INDÚSTRIA B EQU RA SIL ER NT EIR TE A PA

45 6

OM AC B ID BE

OI B

-

#'#

A ID

$%&

EN PARA M ORES DE 1 DA 8A EN NO AV S

-

!"#

J3 NP

Shot

PR

single power drink

ALTO TEOR ALCOÓLI CO -

Shot

-C

OM AC B ID BE

ERIDA - INDÚSTRIA B EQU RA SIL ER NT EIR TE A PA

E-

EN PARA M ORES DE 1 DA 8A EN NO AV S

BEBA MODER 4567 ADA ME NT

A ID

45 6 J3 NP -C

#'#

$%&

!"#

Getting a spot in the crowded US licquor market. How to enter into a though market with competitors like the American Bourbon, the Scottish Whiskie, the Russian Vodka, the Japanese Sakê and the Mexican Tequila? Would there be a place for the Brazilian cachaça? More about this project at: http://griffenn.com/?p=264

2)

3)

The+le+kit+Essen. A new conceptual ´cook-out restaurant´ where the client chooses the gourmet dishes from their website restaurant menu and later on pick up an individual pre-assembled ready-to-cook package kit with fresh ingredients to go home and cook, including tutorial videos for i-pods to perform like a real chef.

THAT BLOODY RESTAURANT. Another kind of conceptual restaurant. This time the restaurant menu and meals are all based on the special blood type diet. This new diet says what food is best for you to eat accordingly to your type of blood – A, B, AB or O.

Projetc 1C: Three conceptual ideas Additional Graphic Material: Pictures of Shot Glass Drink Concept Homemade 15 minutes Prototyping Process