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conceptual
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2. conceptual
Client: N omad
T itle: Tra g ic Fame
Des c ription: Conce ive d fo r this c lo th i ng
boutique’s summe r 2007 loo kbo o k
Tragic Fame is a fashion story about a tortured artist’s dress-
up ritual bringing 3 dead style icons to back to life. Andy
Warhol, Kurt Cobain and JT Leroy are bound, aesthetically, by
their iconic blonde hair and sunglasses, and conceptually, by
their tragically famous ‘deaths’.
>Conceptual design & Creative brief
>Producer/Creative Director
>Clothing Stylist
m a r ia ro s a le s | write r 4 1 6 .3 0 3 .7 7 8 3 | m ari aro m i l i a.ro s ale s @ g m ai l .co m 1

3. conceptual
Client: N omad
T itle: U ntitled
Des c ription: Online Lo o kbo o k Fa l l 2 0 0 6
In response to an emerging androgyny in fashion, Nomad’s
Fall 2006 lookbook was shot with female models alongside
males. The female models, however, wore men’s clothing in
deconstructed and re-appropriated styles. The concept
worked to elevate Nomad’s menswear pieces into fetishized,
playful objects of style.
> Conceptual design
> Clothing Stylist
> Creative Director
m a r ia ro s a le s | write r 4 1 6 .3 0 3 .7 7 8 3 | m ari aro m i l i a.ro s ale s @ g m ai l .co m 2

4. conceptual
Client: U nileve r
T itle: Profile Deve lopme nt To o l (Pro to ty p e)
Des c ription: Inte ractive Vide o Qu esti o nnai re
for U nilever e dito rial we bsite , Ho m eb as i c s .ca
This interactive video questionnaire was conceived to support
the functional and editorial revitalization of Homebasics.ca,
as a Profile Development Tool. The PDT was designed to
drive members to enter profile data. The data collected
would enable personalized content to be served to
Homebasics.ca’s members, upon logging into the site.
> Conceptual design
> Monologue Editor
> Direction of monologue video shoot
m a r ia ro s a le s | write r 4 1 6 .3 0 3 .7 7 8 3 | m ari aro m i l i a.ro s ale s @ g m ai l .co m 3

5. content strategy
Client: H ome De pot Canada
T itle: The Home De po t DIY Re - la unc h
Des c ription: Re -launch of Homed ep o t.ca
Do it Yours e lf we bsite se ctio n
The Home Depot’s DIY (Do It Yourself) audience is a highly
female audience. The re-launch of the Homedepot.ca’s DIY
microsite introduced female-targed functionality to boost site
usage, and drive more traffic to The Home Depot store
locations. The existing DIY project content was also
re-written according to the Editorial Style Guide for DIY for
project writers.
> Content & Functional Strategy
> Development of DIY Editorial Style Guide
m a r ia ro s a le s | write r 4 1 6 .3 0 3 .7 7 8 3 | m ari aro m i l i a.ro s ale s @ g m ai l .co m 4

6. content strategy
Client: Sa msung
T itle: Blu-Ray Live
Des c ription: Samsung Blu- Ray Tec h no lo g y
educa tiona l we bsite
During the release race between Blu-Ray and HD-DVD
technologies, prior to the release of either on the market,
Samsung launched an educational website all about Blu-Ray
technology. By being the first to provide thorough and
elegant user-friendly tech information, the website built
customer loyalty among early adopters of the technology.
> Content Strategy
> Educational copywriting
m a r ia ro s a le s | write r 4 1 6 .3 0 3 .7 7 8 3 | m ari aro m i l i a.ro s ale s @ g m ai l .co m 5

7. content strategy
Client: Revlo n Canada
T itle: My Revlo n
Des c ription: Revlo n Online Channel +
Ma rketing Campaign ( Re que st for Pro p o s al )
MyRevlon was the proposal name for an Online Channel and
Marketing Campaign. The MyRevlon proposal detailed how a
make-up channel and website could look, and included
supporting site content, banner ads, and a marketing contest
idea, “Kiss and Tell”.
> Site conceptual design
> Marketing contest initiative
> Content Strategy
> Marketing & Editorial copywriting
m a r ia ro s a le s | write r 4 1 6 .3 0 3 .7 7 8 3 | m ari aro m i l i a.ro s ale s @ g m ai l .co m 6

8. webzine writing
Client: Ea rwaks.com
T itle: Za k i I brahim Fe ature
Des c ription: Music inte rview & ar ti c le
Earwaks.com, an urban music community and culture
webzine, asked me to interview and write a feature on the up
and coming singer/songwriter Zaki Ibrahim. The article’s
tone was geared at Earwaks.com’s hip and music-savvy
young adult audience.
> Music writing
> Interview
m a r ia ro s a le s | write r 4 1 6 .3 0 3 .7 7 8 3 | m ari aro m i l i a.ro s ale s @ g m ai l .co m 7

9. webzine writing
Client: N /A
T itle: www. the marianista.blogsp o t.co m
Des c ription: Art & De sign Blog
This personal initiative is a curatorial showcase of interesting
news and works in the art and design spheres. The blog has
attracted an audience organically by highlighting niche art
and design culture news to readers hungry for visual stimu-
lation and ideas.
> Writing
> Research
> Basic HTML layout
> Blog traffic strategy
m a r ia ro s a le s | write r 4 1 6 .3 0 3 .7 7 8 3 | m ari aro m i l i a.ro s ale s @ g m ai l .co m 8

10. pr+marketing
Client: U nite dfro nt ( Goo dfo o t, No mad , Rans o m)
T itle: N/A
Des c ription: Pre ss re le ase s & pro m o ti o nal
ma teria ls for stre e twe ar and fash i o n retai lers
(ong oing )
The Unitedfront brands cater to unique niche markets that
demand a deep understanding of their clientele, and the
appropriate voice to successfully represent them in press
releases and promotional materials. Their audience consists
of stylish males, ages ranging from youth to mid 30’s
(Goodfoot and Ransom stores), and late 20’s to middle age
(Nomad boutique).
> Copywriting
> Press Release writing
> Youth Market research
m a r ia ro s a le s | write r 4 1 6 .3 0 3 .7 7 8 3 | m ari aro m i l i a.ro s ale s @ g m ai l .co m 9

11. pr+marketing
Client: V 5 1 & Firmex
T itle: N/A
Des c ription: Writing & copy e dito r o f p ro m o -
t i ona l ma terials
V51 and Firmex are sister software companies. V51 launches
several web sites a year for a variety of clients, while Firmex
sells a specialized web application to law firms. These
companies require pr writing ranging from press releases to
email marketing campaigns.
> Press Release writing
> Business writing
> Copy editing
m a r ia ro s a le s | write r 4 1 6 .3 0 3 .7 7 8 3 | m ari aro m i l i a.ro s ale s @ g m ai l .co m 10

12. other
Client: Goodfo o t
T itle: Goodfoo t Umbre lla
Des c ription: slogan for Goo dfo o t Vanco uver
promotiona l umbre lla
Leading up to the Toronto-based Goodfoot’s store opening in
Vancouver, blog forums buzzed with gossip that pitted Good-
foot supporters against non-supporters.
At the opening, the store gave out free umbrellas as a playful
nod to Vancouver weather. “Goodfoot rained on my parade”
was printed on the umbrellas as a cheeky reply to the rheto-
ric from a competitor online. It was also one of many
“slogan battles” between the competing retailers.
> Slogan copywriting
m a r ia ro s a le s | write r 4 1 6 .3 0 3 .7 7 8 3 | m ari aro m i l i a.ro s ale s @ g m ai l .co m 11

13. other
Client: Goodfo o t/Ransom
T itle: My La ne Bike T- shirt
Des c ription: T-shirt S lo gan
This past summer saw an emergence of the fixed-gear track
bicycle trend. To show solidarity with fixed-gear & all bicycle
enthusiasts alike, Goodfoot/Ransom stores put out the “My
Lane” T-shirt that speaks to the common trials of cyclists
facing aggressive motorists on the road. The T’s also remind
motorists behind cyclists of the bicycle laws that protect
cyclists.
> Slogan copywriting
m a r ia ro s a le s | write r 4 1 6 .3 0 3 .7 7 8 3 | m ari aro m i l i a.ro s ale s @ g m ai l .co m 12

14. other
Client: H ea rtbre ak
T itle: H ea rtbre ak De but Colle cti o n
Des c ription: Conce ptual de sign fo r wo m en’s
cloth ing line
The graphics in Heartbreak’s debut collection play with the
sentiment of the label’s name. The Celebrity Crush series is
comprised of celebrity icons popular during the youth of the
line’s late 20’s to mid 30’s demographic. Each shirt features
a phrase summarizing the end the celebrity crush; Kate
Moss “blew it”, River Pheonix “heart failure”, and Winona
Ryder “Stole more than my heart”.
Other tees include re-writes of the Katherine Hamnett
political slogan shirts of the 90’s (“Make Love Not Drama”),
and an ode to the Rolling Stones song “Wild Horses” that
features the sheet music on the back.
> Conceptual clothing designer
> Slogan writing
m a r ia ro s a le s | write r 4 1 6 .3 0 3 .7 7 8 3 | m ari aro m i l i a.ro s ale s @ g m ai l .co m 13