?:̂{}ANDREW LEWIS

W. LEWISANDREW

16 Myrtle Lane, San Anselmo, CA, 94960

(415) 250-6899 lewis.andrew.w@gmail.com

EDUCATION

EXPERIENCE

ACADEMY OF ARTJan 2009 - Present

MFA in Advertising candidate

DOMINICAN UNIVERSITYAug 2001 - May 2006

BS in Molecular Cell Biology

PHILIP MORRIS USAJuly 2007 - Nov 2008

Territory Sales Manager• Helped 137 businesses take home over $6MM.• Supervised two part-time merchandising employees.• Surpassed all brand launch goals, and grew market share.

WELLS FARGOAug 2006 - May 2007

Personal Banker• Made a banker’s salary in profit, my first quarter.• Began new, and expanded existing relationships.

LIFE NASA Wrote proposal for research funding on the affects of lightning on humans.

KAYAKING Paddled from Canada to Wisconsin, taking 14 days and over 220 miles to complete.

CANOEING Traveled from Wisconsin to Michigan, taking 10 days and 150 miles to complete.

SKILLS SOFTWARE Photoshop, Illustrator, InDesign, Final Cut Pro, iMovie, and Garageband.

Copywriter

(no humans were intentionally harmed in this study)

I am also creating an invincible army of evil robots to take over the world.

Accidentally set our campground on fire.

Want to know how bankers scam you? Just ask!

TRIBETA βββ National Biology Honors Society

RESEARCH Breast Cancer research presented at the National Conference of Undergraduate Research.

Which means the gov. took home over $9MM

AUTOBIOGRAPHYI’m Andrew Lewis. My name was apparently supposed to be Travis, but my mother struggles with dyslexia and poor eyesight. So Andrew it was.

I grew up on the wrong side of the Golden Gate, in Marin County. If you don’t already know it, Marin County lives in its own world. “Marin, just a little out there” is a wildly accurate slogan that I didn’t make up. Believe it or not, it’s actually the county’s slogan. Though the rolling hills that extend for miles to the beach may just be a bit out there, it was actually crafted to perfectly represent the very diverse and predominantly liberal inhabitants. That, or it was a tribute to George Lucas, who used to run Lucasfilm out of San Rafael. Because let’s face it, the man is a little out there.

Speaking of Lucasfilm, when I was in the 8th grade I did a school project on the company, and I was allowed to tour and interview a few of their employees in San Rafael. Now I don’t remember a whole heck of a lot, but I do remember the stormtrooper guarding the entry-way, a life-size model of Slimer from Ghostbusters, and a top-secret model of the aban-doned InGen compound from Jurassic Park 3 where the cast was attacked by a group of Velociraptors. As you can imagine it was pretty awesome.

I wasn’t always sure about my educational path. After high school I wanted to go to a community college to figure out what I wanted to do, then transfer to the best UC possible. Though my parents coerced me otherwise after, and I quote, “seeing a grammar error on an ESL billboard.” I checked it out for myself and it really did say, “English as a second language progam.” Many of my friends decided to attend regardless of their billboard and went on to schools like UC Davis, Berkeley, and UCLA. If I could go back in time, it would be interesting to see the path I may have taken if I were to have gone that route.

In undergrad I use to watch the show Nip / Tuck religiously, It was one of the reasons I chose to study biology and wanted to go to medical school. Though I didn’t want to just be a doctor, I wanted to be a plastic surgeon that drove a Lamborghini with the license plate D CUPS. As reality set in over the years, I decided to pursue other interests. It was just too much time, effort, and money to put into something I didn’t really love. After graduating I followed the money from bio, to banking, and big tobacco.

I was never really passionate about tobacco, and I certainly didn’t want to sell it for the rest of my life. Though leaving behind the paycheck, free car, gas, and expense account was one of the scariest decisions I have ever had to make. I’d never felt so unsure about anything in my life. Guess they called the benefits the “golden handcuffs” for a reason.

I’m happy now. I’ve come back to school and chosen to do something I really enjoy.

GAMESTOP

INSTRUCTOR: Mike Lee

SEMESTER:Spring 2010

AD:Kenny Chan

CW:Andrew Lewis

AP:Kenny ChanAndrew Lewis

Why does our client need to advertise? Although gaming sales can net more than top grossing movies, competition is higher than ever. With companies like Best Buy and GameFly, GameStop wants to remind gamers that they have all of their gaming needs covered.

What is the advertising going to accomplish?

To revamp GameStop’s image and show gamers that they not only carry their games, but also have the same passion when it comes to gaming.

Who are we going to connect with?

We are going to connect with tech savvy male and female gamers between the ages of 18-50.

What are the most insightful things we know about them?

They are multi-platform gamers who spend and average of 18 hours a week playing video games. The average age of a gamer is 32 years old, 3 out of 5 being male, and over 65% of households in the US play video games.

What is the single most effective message we can tell them?

GameStop eats, sleeps, and breathes games just like you.

What else is there to know that supports this message?

GameStop is the world's largest video game retailer. With over 6,100 stores located throughout the United States. They publish Game Informer, one of the industry's largest circulation video game magazines. Not only do they have an expansive selection of new products, but also have pre-owned products, as well as a knowledgeable staff that is all geared toward customer satisfaction.

PRINT

PRINT

PRINT

YELLOWCAB

INSTRUCTOR: Derah GordonElisha GreenwellShane McGuire

SEMESTER:Spring 2010

AD:Hansley Kasih

CW:Andrew Lewis

AP:Gaby EscobarIvy Mazza

Why does our client need to advertise? In a city with affordable public transportation and pedestrian-friendly streets, many San Franciscans don't consider taxi cabs a necessity. Most city dwellers will only ride in a cab as a transportation last resort when 1. MUNI is out of service, 2. They can't find a friend to give them a ride or 3. Their destination is full of steep hills.

What is the advertising going to accomplish?

SF Yellow Cab Company needs to position itself as more viable alternative to public transit.

Who are we going to connect with?

We need to connect with people who don’t have cars and hate public transpor-tation.

What are the most insightful things we know about them?

Most city dwellers consider taxis to be one more expense they don't need in their everyday city life or as a last resort when public transit is not available. However, what they really want is to make sure they get to their location without any negative (or dramatic) incidents. They want a ride that is comfort-able, convenient and will get them where they need to go in a timely manner. They tend to shy away from Yellow Cabs because of the cost, but they often forget that the benefit of a Yellow Cab far outweighs the negatives of their alternatives.

What is the single most effective message we can tell them?

Public transportation sucks, Yellow Cabs don’t.

What else is there to know that supports this message?

SF Yellow Cab is the most convenient cab company in the city. You can get a ride whenever you need one to wherever you need to go. You can call ahead of time and be picked up right at your doorstep at the exact time of your choice. SF Yellow Cab always remembers your location when you call from a landline. In a trusted Yellow Cab there is no need to deal with rude MUNI conductors or stuffy buses and metro cars and you don't run the risk of getting caught in the rain or getting cited for losing your MUNI pass. Yellow Cab also takes credit cards and has hybrid cabs on the road. They also have the most cabs in the city and are the easiest to spot because of their bright yellow paint. Most importantly, they are part of a taxi co-op that has been around nationally since the early 20th century.

SAN FRANCISCO

AMBIENTBlack light board that flickers, showing two ghost-like creatures.

BILLBOARDA rotating billboard, timed to change with the flickering of the lights.

LAUGHINGCOW

INSTRUCTOR: Kristin Wright

SEMESTER:Fall 2009

AD:Kenny Chan

CW:Andrew Lewis

AP:Kenny ChanAndrew Lewis

Why does our client need to advertise? Laughing Cow cheese wants to grow their market by appealing more to men.

What is the advertising going to accomplish?

To be seen as a low fat snack that is perfect for health conscious men.

Who are we going to connect with?

We are going to connect with healthy and active men between the ages of 25-45 years old.

What are the most insightful things we know about them?

They work out at least 3 times a week, watch what they eat, and generally see cheese as fattening. They also don’t usually buy cheese.

What is the single most effective message we can tell them?

Laughing Cow is a perfect healthy snack.

What else is there to know that supports this message?

Their Babybel and Wedges are all 80 calories or less, and have less than 6 grams of fat. They come pre wrapped, which is perfect for an on-the-go snack.

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