Mohammad Bokhari
Creative Marketing & Advertising
Train Boston
Train Boston is physical therapy based training facility that located in Wellesley, MA. The project was done as a Capstone project at Emerson College as a master program completion requirement. The team consisted different members, eah had his own task/position and I was the co-creative director.
The Creative Dilevery:
Train Boston wanted a new vision and direction for a campaign that will lead to have a bigger share of a specific segment of their customers base. My rule was to conceptualize the big idea and the main lines of the new campaign. Then translate it to strategies, copywrite and visualization. The big idea was (#withpride), a campaign that help building a community around the brand on the long term through strengthening the sense and feeling of Pride among teenagers. The warriors face paints used in the visuals repesents a side that is parallel with sports and pride and recognizable at the same time to everyone.
The campaign was build on on ground events, PR efforts, social media optimization, re-builiding the website and re-desgining the visual look and feel of Train Boston.
We Are A Team, This Is Boston
This project came as a tribute to the city of Boston honoring the unity, the reselince and the diversity of Boston. It is a self motivated project, done by a group of Emerson College students. Led by Mohammad Bokhari.
The Creative Delivery:
The challenge in this project was how to produce meaningful work, without a budget and in a very small time window, one week before the marathon. The project "We Are A Team, This Is Boston" is an initiative to share the pride of belonging to Boston and expressing it digitally. A group of pictures for random people from all around Boston was released online in two different social media outlets. The first one is a community article on BuzzFeed.The article contained a written copy-write in the form of a list as it is the general style of BuzzFeed. Also all the pictures were labled with the selected Twitter hashtag to encourage readers of taking pictures of themselves and posting them on #TeamBoston showing their pride and love for Boston. The second outlet was Twitter itself, the same pictures were released in seperate tweets yet they contained the tagline with the hashtag also. They were also released on #TeamBoston. The project was executed by a group of students from Emerson College and Boston University, led by me.
The Converse Project
The goal for this project was to create a whole new campaign and big idea for Converse shoes as a final project. As it is a class project, it is a spec campaign and it was executed in collaboration with “Sehrish Virani” a classmate as a partner.
The Deliverables and The Creative Delivery:
A complete booklet was handed, containing a market research, results, recommendations, executions and timeframes for the campaign. As for the executions, 2 TV commercials were recorded, several designs for print ads, posters and online banners were designed too by the team. The team (Mohammad and Sehrish) did execute all the materials by itself (photos, videos, copy-write, editing and designing).
Boston MBTA/Green Line B
The problem to this project was to visualize an everyday journey from home to school as ones see it and then presenting it in a creative deliverable.
The Creative Delivery:
Taking in consideration the location of where the presenter lives and the length of the trip “13 stops, 25 minutes, B Green Line” I had to come up with an execution to sums it in a short period of time. Social media have been a very important part of people’s life, we can see that clearly on the T where everyone is only staring on his/her phone. With that being said, the ride on the T is really boring, so what if there is a connection that can describe it all? An imaginnary Twitter timeline was created and each station of the 13 stations had a Twitter handle. Personalities were created to each station and then were shown as "What these stations would tweet if they had their own twitter handles? How they would be described in a way that can present the route to someone who is not familiar with it?”
The pictures starting from 1 to 3 shows a twitter timeline with all of it’s details. The 1st slide is an introduction, the 2nd and the 3rd are the tweets. All the copy-write was written by me.
The Cindy Sherman Project
The problem was to do a research on a creative personality or agency, and then represent the findings in a creative deliverable.
The Creative Delivery:
The challenge in this project was the fact that Cindy Sherman is a very famous yet a very discreet photographer. Her works are presented in some unconventional executions if I may say. The solution for me was to to represent her in a total different meduim than her works. A short film was shot, edited and narrated by me as well as writing it’s script. The film represented her works and notes from a prespective of a different gender.
Self Visualization
The objective of this project was to visualize ones self, who is he, what his life is and what journeys he or she took through life and then present it in creative deliverable.
The Creative Delivery:
Since the project was about myself as a person, there was a room for playing with it somehow. The execution was in presenting different pictures of myself through different stages of life. The best approach to me was presenting the pictures in a comics style with a story board, making a story flow out of them.
The pictures starting from 1 to 8 sums the most important occasions in my life and how did they affect me, as a person and as a mentality.