This portfolio book was presented at my Mid-point Review at the Academy of Art University in San Francisco. All projects were created for school.

1. Veronika Kistamas
Student ID# 03765048
Academy of Art University
Graduate School of Advertising
Creative Strategist
Midpoint Review
10 March, 2014

3. “When you have a rainbow deep down in your heart, your smile will shine
bright. You know you’re a part of that colorful, magical, feeling you’ll find,
when you have a rainbow inside.” — Author Unknown
HELLO.
I’m Veronika. This is My Book.

4. - TABLE of CONTENTS -

5. RESUME
AUTOBIOGRAPHY
ME, MYSELF, AND I
MY PROCESS
CULTURE MAP
BEHAVIOR & HABITS
SEGMENTATION
THE CHAINSAW CHALLENGE
CULTURAL MOVEMENT
THE HORRIBLE BUSINESS IDEA
CUSTOMER DECISION JOURNEY
TIMELINE OF COURSES

6. - RESUME -
Name: Veronika Kistamas
Address: 240 Bay Street, Apt. 407 San Francisco 94133 CA
Telephone: 415-852-2253
Email: veronika_kistamas@hotmail.com

7. EDUCATION
2012- Present Academy of Art University, San Francisco, CA
MFA, Advertising: Creative Strategy
2006- 2009 Budapest College of Communication and Business, Hungary
BA,Media & Communication: PR, Advertising, Marketing
PROFESSIONAL EXPERIENCE
2009-2012 Grey Advertising, Hungary, Account Planner
- Worked on the Procter&Gamble and GSK accounts
- Successfully managed five Central European countries
- Won two Bronze Effie Awards, and two Team P&G Awards
- Developed integrated creative strategies for P&G brands (Downy and Fairy)
- Monitored the competitors, and analyzed the markets
2007-2008 Createam Advertising,Hungary, Hostess
- Took part in different promotions, events, and festivals
- Worked on brands like Phillips, Finlandia Vodka, and Cote d’Or
2004-2005 HD Group Communication Agency, Hungary, Hostess
- Involved in product sampling and promotions
COMPUTER SKILLS
Adobe CS6 Suite: Bridge, InDesign, Photoshop, Illustrator
Microsoft Office: Word, Excel, Power Point, Outlook
Social Media: Facebook, Twitter, Instagram, Snapchat, Pinterest, Tumblr, LinkedIn
Final Cut Pro X
LANGUAGE
Hungarian- Native, English- Fluent, German- Basic

8. - AUTOBIOGRAPHY -
Veronika is a young creative strategist. As an Account Planner for 3-1/2
years at Grey Advertising, she won two Effie awards in integrated
campaign category for Procter & Gamble. Originally from Budapest,
Hungary, Veronika earned her BA diploma in Advertising. Currently she is
a master degree candidate in Advertising at Academy of Art University,
where her major focus is Creative Strategy.

9. I love my life. I lived in Iceland, I was cham-
pion, and I broke my right ring finger twice.
My parents lost me in Italy. I am more right-
brained than left-brained. My last name
means Small Tom in Hungarian. I don’t like
meat at all. I need freedom. Laughing can
cure. I sleep more than average
people do. Sailing equals freedom. I can’t
live without sports. I’m a perfectionist, and
I need challenges. Crying makes me feel
good sometimes. I pay attention to little
details. I love hugging, but with a full heart.
I’m a fighter and I’m very competitive. I
prefer salty over sweet. I talk in my sleep. I
am not perfect, but just enough.

10. - ME, MYSELF, and I -
“It’s better to be absolutely ridiculous than absolutely boring.”
— Marilyn Monroe

11. FIGHTER
PERFECTIONIST
POSITIVE
CURIOUS
RESTLESS
STUBBORN
SPONTANEOUS
PERSISTENT
PRECISE
HONEST
CHEERFUL
PRACTICAL

12. - MY PROCESS -
1. Listen, Observe, Explore
2. Research, Sleep on it, Find patterns
3. Organize, Build a story, Create an idea
4. Create experience, Play with it
5. Inspire, Serve it
“Making the simple complicated is commonplace; making the complicated
simple is creativity.” — Charlie Mingus, Jazz Legend

14. LISTEN, OBSERVE, EXPLORE
I listen to people. Sometimes I even talk to them.
I watch people. I take notes on what they do, how
they behave, and interact with each other. I be-
come an anthropologist, and I go to see people in
their own environment. I collect information. Lots of
information. I write, draw, take pictures, record, film,
touch, taste, and smell.

16. Project: Culture Map
Class: Intro to Account Planning
Instructor: Cameron Maddux
Semester: Fall 2012

17. I got a piece of map...
...and the assignment was to
create a culture map. No more
instructions.
What did I do?
I went there several times; when
it was sunny, gloomy, and even at
night. I took tons of pictures, and
wrote down everything that was
related to culture.

19. “Gems are scattered in unexpected nooks throughout
this funky, somewhat derelict neighborhood in transition.”

20. “Newly trendy Hayes Valley is packed with shops
that carry the work of local designers and artists.
Hayes street is now lined with hip boutiques and
galleries, wine bars, and restaurants.”
ELEGANT RESTAURANTS
CAFES
HOUSEWARES AND HOME ACCESSORIES
SOAP BOUTIQUE
MACAROON AND CHOCOLATE SHOPS
FANCY
CLEAN
UNIQUE
GLAMOROUS
LOCAL PEOPLE
DESIGN
FASHION
PARK

24. Project: Behavior & Habits
The ‘Movie-going’ experience
Class: Creative Thinking
Instructor: Cameron Maddux
Semester: Fall 2013

25. WHY DO YOU
CHOOSE THAT
SEAT?
The ‘Movie-going’ Experience
Project
WHAT?
I spent a
whole semes-
ter on observ-
ing people
in the movie
theater, and
particularly on
their behavior
in the room
and how they
choose a seat.
WHERE?
I went to
those movie
theaters,
where are
no assigned
seats, every-
body chooses
the seat when
they get to
the room. (E.g.
AMC)
WHEN?
From
September
to December
2013 I went
to see several
movies in
different show
times, such
as afternoon,
evening, and
night movies.
WHY?
I wanted to
understand
people’s
choice on
seats, and
behaviors in
the movie
theater.
HOW?
I always went
to the room an
hour before the
show started,
and sat at the
very last row. I
took notes on
people, drew
the layout of
the room, and
marked who sits
where.
WHAT MATTERS
WHEN IT COMES TO
THE ‘MOVIE-GOING’
EXPERIENCE?
HOW DO YOU
CHOOSE A
SEAT?

26. People alone:
• sit on the side, or the front
• use their phones until the show
starts
• more decisive, they try not to
draw attention to themselves
People in pairs:
• talk until the show starts
• this is the most common number of people going to a movie
theater
• play with their phones when their partner goes to the restroom
People in groups:
• the least common group in the theater
• hesitate on more complicated seating decisions
• usually one person in the party saves seats, while others get
snacks and visit restroom
• sometimes trade seats with each other after seats are selected

27. MY OBSERVATIONS:
• People at the sides are more likely than people at the center to put up their
feet on the back of the seat in front of them
• People come to the room to select good seats, and then they leave and visit
the restroom and/or get snacks
• Everybody avoids sitting next to a stranger; leaves an empty seat next to them
• People who enter during commercials look up at the screen first before turning
around to find a seat
• People try to avoid people sitting in front of them
• Late people don’t think that much about seating, they pick the side seats
• The center & middle is the most popular area
• When people sit down, they settle in: take out their coat, jacket, put the
beverages into the holder, try the seat, etc. - make themselves ‘at home’
• Most sit on the same side of theater that they entered; few cross to the other
side of the theater to find seating
• People use their fingers to point out the seats where they want to sit

28. RESEARCH, SLEEP ON IT,
FIND PATTERNS
The World Wide Web is extremely useful, but
you have to make sure that it isn’t your only
source of information. I do a lot of research
in addition to my off-line observations. When
my mind is full of information I usually sleep
on it in order to see the cluster with a clean
and fresh mind. I find patterns later, when I
take a step back, and I’m not focused on
the research itself. I try to see the big picture.

30. Project: Segmentation - Snacking
Class: Creative Thinking
Instructor: Cameron Maddux
Semester: Fall 2013
Art Director/ Copywriter/ Account Planner
Veronika Kistamas
Sketches: Ece Arihan

31. WHY DO PEOPLE
?
Stress
Temptation
Boredom
Habit
Hunger
Maintain blood sugar

33. Emotional
EaterTemptationStress
“I feel like eating other than regular
dinner, lunch breakfast stuff, and which
feels tasty and good to eat at anytime.
I also need to eat something when I
am depressed or stressed.”

34. Vending
Machine Fan
“If I walk past a vending machine, it’s
hard not to get something.“
Temptation
Hunger
Habit

37. Healthy
Biter
“I usually snack because I am hungry
between meals, and do not want to
become ravenous, and overeat, or let my
blood sugar drop...there are times, when
I feel like snacking because I’m watching
TV, but I usually don’t let myself do that.”
Habit
Maintain
blood
sugar
Hunger

38. Boredom
Nibbler
“I snack at work because I have such a
boring job. Sometimes I go to the shop
just to get out of the office for a while. I
will want to eat at work when I know I’m
not even hungry, yet I don’t really do this
at the weekends.”
Temptation
Habit
Boredom

40. Breakfast Lunch Dinner Bed
Time
WHEN DO PEOPLE SNACK?

41. Temptation
Habit
Hunger
Boredom
Maintain
blood
sugar
Stress
SNACKING
UNIVERSE

42. ORGANIZE, BUILD A STORY,
CREATE AN IDEA
At this stage I usually have groups, or some
sort of organization. Then I find context,
some kind of presentational world, where
my story can live in. Based on my research
I come up with ideas. When I have lots of
ideas, I’ll pick the best ones and develop
them further. Later on, it usually turns out
which one works, and which one doesn’t.

44. Project: The Chainsaw Challenge
Class: Visual storytelling
Instructor: Lowell Jervis
Semester: Spring 2014
Art Director/ Copywriter/ Account Planner
Veronika Kistamas

45. THE BRIEF
Challenge
Sell a chainsaw to a San Franciscan visually
The crux of a challenge
How can a chainsaw make urban people’s lives better?
Where can a chainsaw connect to a San Franciscan’s life?
The inciters who fan the flame
Active, art lover San Franciscans
Spark
Chainsaw as a household tool, and a new art tool
Talk value
Hipster culture in San Francisco
Art movements, self expression forms
San Francisco is one of the most
dangerous city in the Bay Area
in event of earthquake

46. San Francisco–Oakland earthquake of 1989.
Caused more than 60 deaths, thousands of
injuries, and widespread property damage.
Are you prepared for the next one?

47. Carving pumpkin is
a tradition.
Carving wood is art.
Lost the key?

48. Project: Cultural Movement
Class: Creative Thinking
Instructor: Cameron Maddux
Semester: Fall 2013
Art Director/ Copywriter/ Account Planner
Veronika Kistamas

49. “You’re better to move
your cardiologist’s
phone number to your
speed dial before the
lights go down.”

50. START
FIELD
DATE
:
10/24/2010
END
FIELD
DATE
:
06/01/2011
DATE
EXECUTED
:
12/17/2013
SELECTED
BASE
:
STUDY
UNIVERSE
any
agree any
agree
Total
I
FEEL
GUILTY
WHEN
I
EAT
SWEETS
I
OFTEN
SNACK
BETWEEN
MEALS
Snacking
FRUIT
ALSO
Snacking
FRUIT
MOSTLY
Sample 12
106 4
801 7
518 1
973 651
Weighted(000) 225
543 85
786 147
615 37
482 14
588
Total Vertical
% 100,0% 100,0% 100,0% 100,0% 100,0%
Horizontal
% 100,0% 38,0% 65,4% 16,6% 6,5%
Index 100 100 100 100 100
Total
% 100,0% 38,0% 65,4% 16,6% 6,5%
Sample 1
059 519 749 215 73
Weighted(000) 17
465 8
069 13
362 3
851 1
210
I
AM
A
REGULAR
Vertical
% 7,7% 9,4% 9,1% 10,3% 8,3%
MOVIE
THEATER
GOER Horizontal
% 100,0% 46,2% 76,5% 22,0% 6,9%
female Index 100 121 117 133 107
Total
% 7,7% 3,6% 5,9% 1,7% 0,5%
Sample 771 324 512 122 *46
Weighted(000) 15
024 6
475 10
742 2
527 *1
277
I
AM
A
REGULAR
Vertical
% 6,7% 7,5% 7,3% 6,7% *8,8%
MOVIE
THEATER
GOER Horizontal
% 100,0% 43,1% 71,5% 16,8% *8,5%
male Index 100 113 109 101 *131
Total
% 6,7% 2,9% 4,8% 1,1% *0,6%
*
Indicates
cell
count
from
31
to
60.
Projections
may
be
unstable,
use
with
caution.
**
Indicates
cell
count
below
31.
Projections
are
likely
unstable,
use
with
caution.
External
sources
of
data
are
not
MRC
accredited.
Copyright:
2013
Experian
Information
Solutions,
Inc.
All
rights
reserved.
CROSSTAB
TITLE
:
Untitled
STUDY
NAME
:
Spring
2011
NHCS
Adult
Study
06-­‐month
STUDY
TYPE
:
Population
Regular moviegoers, who
identify themselves as
female are:
• 21% more likely to feel
guilty when they eat
sweets,
• 17% more likely to snack
between meals,
• 33% more likely to snack
fruit also,
• 7% more likely to snack
fruit mostly,
than the overall population

51. The crux of the challenge
How can a movie theater in addition entertain you, also take care of you?
The inciters who fan the flame
Health conscious movie lovers
Even McDonald’s offers apple slices. Why don’t movie theaters have any healthy snack
options? Surely, no one expects you to sit through a two-hour movie with nothing to eat or
drink. But at the end of the day, you spend 2 hours without moving and eating up at least
34 grams of saturated fat, and 10 teaspoons of sugar.
Movie theaters as a social place, art playground, and entertainment source.
Other social places: gyms, coffee shops, offices.
Spark
A movie theater that treats you well.
Refill your energy tank in the movie theater. Balance out the 2 hour sitting with a healthy
snack.
Talk Value
Regular moviegoers, (any agree) who are female are 33% more likely than the overall
population to eat fruits also when it comes to snacking.
People sneak in their own food to movie theaters, because what theaters offer are either
too expensive, or don’t have the option that they want.
Health Consciousness
THE BRIEF

52. “It’s important to make improvements where you can and this is just one step in
an ongoing effort.” - Damien Farley, Landmark Theaters’ Director of Concessions
We provide our customers with numerous amenities,
including digital projection, a selection of gourmet
concession items, in-theater sales of DVDs, books
and CDs as well as Landmark’s
signature brand of customer service.
THE CULTURAL MOVEMENT
“Our customer base not only loves independent
film but are also environmentally conscious and
this is one more way we feel we can connect
with them in a positive way,”
Ted Mundorff. Landmark Theaters’ CEO
Landmark Theaters is the
nation’s largest theater chain
dedicated to exhibiting and
marketing independent film.

53. Healthier Healthy
IDEA ON THE RISE Movie theaters don’t have
any healthy snack options.
“I don’t like going to the
theater, I don’t trust the food.”
Going to the movies is a social experience — and that means eating
for many people. But you don’t have to miss out on the fun just be-
cause you’re watching what you eat.
Landmark Theater the new energy stations.
The theater couldn’t just entertain you, but
could take good care of you and treat you
well, by bringing in fresh veggies and fruits
from local farmers. That would support local
farmers too, and give the
opportunity to moviegoers to
get healthy snack
in the theaters.

54. CREATE EXPERIENCE,
PLAY WITH IT
If there is any chance to create experience
around my story, I will do it. I love playing
around, and actually doing things with my
hands. I believe that computer limits
creativity, and there are stories that are just
better told with an actual experience than
a digital presentation.

56. Project: Horrible Business Idea
Class: Strategic Thinking
Instructor: Michael Brandt
Semester: Fall 2013
Art Director/ Copywriter/ Account Planner
Valentine Coget & Veronika Kistamas

57. The challenge
Come up with a creative and feasible marketing plan for a horrible
business idea; a bar that is only open 1 hour a day.
The crux of the challenge
What can a bar do in 1 hour a day?
The inciters who fan the flame
Happy hour fans
New and unique entertainment source seekers
Spark
The happiest hour in town
Talk Value
Limitation generates desire
Mystery creates interest
THE BRIEF

58. NAME: The Happiest Hour
LOCATION: Mission District, SF
OPEN HOUR: 11 pm -12 am
ICON: White Rabbit
INFORMATION

59. All you can drink bar
Pay at the entrance
$ 0.50/ minute
No menu, No service
Drinks are dispensed on a
conveyor belt
The bar is an elevator, which
takes you to the street level,
and you’re kicked out at
midnight
CONCEPT

60. OUTSIDE

61. INSIDE

62. Who are we talking to?

63. How are we talking to them?
Send out Snapchat
invitations to every
Snapchat user
in San Francisco
Generate Buzz

64. Create Mystery

65. Reveal Location

66. Generate conversation

67. Keep up the attention
Snapchat crazy party pictures
Give more information on the
website
Add more mystery;
secret password
Change location

68. INSPIRE, SERVE IT
When it comes to presentation I make sure
that I give my audience something that
they will remember. I want them to actually
see, feel, experience, what my idea really is.
I’m passionate about my work and at this
final stage I love to convey this passion in
an inspirational way.

70. Project: Customer Decision Journey
The ‘Movie-going’ experience
Class: Creative Thinking
Instructor: Cameron Maddux
Semester: Fall 2013

71. What happens from the point when you find a film that
interests you, until the point you sit down in the movie
theater and the show starts? And after?
What makes you
watch a movie in
a movie theater?
How do you decide the what, where, and when?
What has an impact
on you when it comes
to decision making?
What happens after
you have watched
the movie?

72. I have always been amazed by the cloud.
This time I got also inspired by them.

73. I applied the analogy of cloud formation for the customer
decision journey in terms of the ‘Movie-going’ experience.

74. TRIGGER: Attention
Specific film
Movie-going in general
- A good trailer
- Recommendation
- Bad/ rainy weather
- Smell/ Sight of popcorn
- Boring day
- Lack of idea what to do
- Movie ticket discount
Specific film
Movie-going in general
RADIATION: Consideration, Evaluation
- Watch the trailer
- Read the storyline
- Check the cast
- Read reviews
- Check Movie theaters’
offers
- Watch trailers
- Ask friends, family
- Weather forecast
- Check prices/ discounts
- Preselect some films,
check with friends
Watch, Check, Read, Talk, Ask
CUSTOMER DECISION JOURNEY

75. Movie-going in general
CONDUCTION: Notion, Motivation
Make the DECISION: What? Where? When?
Specific film
- Look for show time
- Check the time
with friends and set
the time, and place
- Pick the film
CONVECTION: Action
Specific film
Movie-going in general
- Moment of purchase
- Getting ready for the movie: buy
popcorn, beverages, go to the
theater, choose seat, settle in
Organize, Arrange, Decide Go, Purchase, Act

76. PRECIPITATION: Use, Experience
Specific film
Movie-going in general
- Movie time: watch the film
- Enjoy the experience: seat, view,
visual, sound, audience, snack
EVAPORATION: After effect
Specific film
- Talk about the film
- Share your opinion
- Recommend it to
other people
- Post purchase
experience
- Talk about the
experience
Movie-going
in general
Engage, Watch, Enjoy, Participate Share, Recommend

77. Time
Trigger
Decision
Action
Engagement
Radiation
Conduction
Convection
Precipitation
Evaporation
ENGAGEMENT TIME MAP

78. - TIMELINE of COURSES -
FALL 2012
ADV 605 Digital Graphics
Denise Richards
ADV 623 Account Planning
Cameron Maddux
ESL 604 English for Art Purposes
Helen Fraser
SPRING 2013
GLA 603 Cultural Anthropology
Jennifer Taylor
ADV 602 Art Direction
Lance Anderson
ADV 604 Copywriting Techniques
Scott Storrs
ADV 622 Perspectives in
Advertising
James Gleeson, Ken Mandelbaum
SUMMER 2013
GLA 621 History & Techniques of
Character Animation
Mary Kathleen Quaife

79. FALL 2013
ADV 600 Strategic Thinking
Michael Brandt
ADV 624 Creative Thinking for Advertising
Cameron Maddux
COM 602 Editing Essentials for Multimedia
and Communications
Benjamin Packard
GLA 602 The Art & Ideology of the 20th
Century
Susan Sutton
SPRING 2014
ADV 699 Visual Storytelling
Lowell Jervis
WNM 622 Digital Capture
Amy Carr
COM 620 Writing for a Media Specialty
Richard Hart
GLA 676 Professional Practices
for Designers & Advertisers
Shel Perkins
SUMMER 2014
ADV 800 Directed Study
ADV 800 Directed Study/
Internship
FALL 2014 - Graduation
ADV 800 Directed Study
ADV 800 Directed Study
ADV 800 Directed Study
ADV 800 Directed Study