Samuel Basic
Accounts
Social Media Management
Creative Strategy
Welcome to the void.
Why, Hello There!
My name is Samuel Basic (he/him). I am an aspiring creative strategist who loves research and solving brand challenges. As of reading this, I am currently attending Humber College for the Bachelor's of Creative Advertising. I also have interests in design, photography, video editing, and illustration. I love all things horror and will debate you on the best Saw movie in the franchise for hours.I am open to internship opportunities for Winter 2025! Feel free to reach out to me for any further inquiries. :)
Lush: For Body and Soul
Client: LushTeam:
Samuel Basic (Strategist)
Varian Hameed (Copywriter)
Nandika Kashyap (Art Director)
Mariia Demina (Art Director)
Arya Khadilkar (Art Director)Year: 2023
Lush had been an incredibly popular self-care brand throughout the years of 2014 - 2016. They are famously known for their self care products, such as their bath bombs, which have become a viral sensation.. However, in recent years, sales have declined due to the launch of their Anti-Social Media campaign. Their Anti-Social Media campaign originated with the fact that social media has become a cesspool of negativity and hate, which Lush does not want to associate with. As a result, they have decided to not post at all on social media and they do not use social media as a media channel for their advertisements. Since their content is not shown on one of the most viewed media channels to date, there is a lack of awareness for the brand in current years.Who are we speaking to?
Young adults who have considered Lush in the past, but have forgotten about the brand over time.What is the challenge?
To keep Lush in the minds of consumers despite not being present on social media.What is the insight?
People often feel overwhelmed or stressed in the process of their daily lives - especially during their daily commutes.What is the big idea?
Lush is more than just a product for cleaning skin, but to clean your mind of all the struggles of life.
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Disclaimer: Art Direction was created using A.I. software. The strategy is 100% human, though ;)
Media Channels: OOH channels (billboards, transit shelters, subway posters).Media Channel Strategy: Media Channel Strategy: Since Lush is currently determined to stay off of social media, we want to ensure that we keep consistent with their branding choices. Using OOH advertising is a good way to maintain traction, since there’s a lot of viewership via commuters. These could be placed in high traffic areas where more intensity can arise, such as major streets in downtown Toronto that are relatively close to highways or billboard placements on highways. As well, these media channels are great for catching attention and provide a large space to communicate our simple messaging.
Papier: Where All Ideas Want to Live
Client: PapierTeam:
Samuel Basic (Strategist)
Varian Hameed (Copywriter)
Arya Khadilkar (Art Director)
My-Linh Nguyen (Art Director)
Lada Kusova (Art Director)Year: 2023
Papier is a notebook and stationary brand that has become increasingly popular with their unique designs, high quality paper, and surplus of customization options. Despite this, they still do not have a strong North American audience.Who are we speaking to?
Young adults in North America who are seeking a new way to keep track of their important notes in a way that is personal to them.What is the challenge?
We want to make Papier known as the brand that sparks an emotional connection for you and your ideas.What is the insight?
People get their best ideas in one of two places: in the shower, and when they're out and about - whether going to work, out with friends, etc.What is the big idea?
Papier notebooks are a home for your ideas.
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Media Channels: OOH channels (Billboards, transit shelters, mall posters), social media (Instagram).Media Channel Strategy: OOH channels are a great way to reach people while they are commuting, and this is where most of creatives’ great ideas come to life. It’ll touch them at a point where they need it the most. Some placements for these OOH advertisements could be around major malls that carry Papier notebooks in-store (e.g. Square One, Sherway Gardens). Also, some good placements for OOH could be around campuses that have art programs (e.g. OCAD University, Humber Polytechnic, Sheridan College). As well, we want to focus on social media channels since many people who do enjoy journaling also have their own little communities online. Some media channels we would lean towards are Instagram and Pinterest, since these are great platforms for creativity and inspiration.
Coach: The Coach Couture Prosthetic Arm
Client: PapierTeam:
Samuel Basic (Strategist)
Stephanie Lamy (Strategist)
Finn Armstrong (Copywriter)
Bronwyn Keith (Art Director/Strategist)Year: 2023
Coach is an apparel brand that is prominent for being an affordable luxury, something that still says "I am fashion forward" without costing multiple months worth of rent. Coach is also very mindful of promoting sustainability and caring for social justice. Despite being a fashion brand, what could the future of fashion look like?Who are we speaking to?
North Americans who live with an arm prosthetic who want to have something more advanced to express themselves.What is the challenge?
Making Coach acknowledgeable as one of the most future thinking fashion brands in a way that still embodies their message of making accessible luxury, perhaps more literally.What is the insight?
Many people who use prosthetics like to find ways to customize them via "prosthetic skins" with unique designs.What is the big idea?
The Coach Couture is the new wave of fashion for prosthetic users, combining practicality with luxury.
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Media Channels: App, website, social media (Facebook, Instagram) PR/Experiential (NYFW).Media Channel Strategy: The Coach Couture app provides an easy and efficient way for users to modify and customize their prosthetic without excess complications. As well, pairing designs for clothing and accessories within the Coach website provides a simpler way for Coach Couture users to plan a coordinated outfit along with their prosthetic design. Facebook is a great place to reach our target, since there are a lot of Facebook Communities for people who use prosthetics. This would be a great way to reach them where they are already present. Instagram would be useful for displaying the different fashion-forward aesthetics that could be achieved with the prosthetic, since Instagram is known as an app for displaying photography and fashion. Also, we aim to gain some PR through announcing the Coach Couture at New York Fashion Week. Coach is already very prominent in this space, so it wouldn't be out of the ordinary. Yet, these vast difference, displaying models who use prosthetics, would definitely gain attention from news outlets and influencers online.
Whuh? Huh?
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I can hear the voices getting louder with each passing moment. I fear they have become part of myself. They cling onto my mortal vessel. Am I even mortal? I have begun to lose sight of what I am anymore. I don't know what is "me". What am "I"?
BOCA 25: Social Media Management - Instagram
For the Bachelor's of Creative Advertising Instagram page, I took on the roles of: social media manager, community engagement, and content creator. With these roles, I managed the posting of content, created a variety of content from stories to reels to carousel posts, looked at analytic data to understand how to most efficiently use the platform, and engaged with comments and DMs. As a result, our following has managed to increase between students and non-students.
Pentax: Your Phone Wouldn't Survive
Client: PentaxTeam:
Daniel Kolyasa (Strategist)
Samuel Basic (Strategist)
Bronwyn Keith (Strategist / Art Director)
Kristen Simpson (Copywriter)
Lada Kusova (Art Director)Year: 2024
The Pentax WG-90 is one of the last standing point-and-shoot cameras of our generation. With its wide range of useful features that can combat any environment, it seems like the perfect travel companion. What happens when people assume that they can just take photos with their phone camera on their escapades, leading to a broken phone?Who are we speaking to?
Millennial adventurers who want to be able to take photos of their daredevil-esque journeys.What is the challenge?
We want people to see the Pentax WG-90 as the travel companion that can withstand any scenario thrown at it.What is the insight?
Phones are flimsy and can't survive extreme climates, but people want to capture these rugged moments in their travels.What is the big idea?
The Pentax WG-90 will survive tough conditions that your phone can't.
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Media Channels: OOH channels (billboards, wild postings, transit shelters), YouTube Pre-RollsMedia Channel Strategy: We want to focus mostly on OOH media channels since these are most likely to reach our travelers who love going on adventures. Billboards can be placed along major highways, such as the QEW, Gardiner Expressway, and DVP, to reach viewers amidst their travels. Wild postings are useful since they can catch people while planning their trips, but also it ties into the fact that the Pentax WG-90 is often used on construction sites due to its durability. As well, transit shelters are useful in being placed around locations that sell the Pentax WG-90 in-person, to catch consumers at a higher chance of purchasing (e.g. at TTC stops near camera shops across Mississauga and Toronto). As well, YouTube could be a consideration for a media channel since a lot of travelers often refer to YouTube for travel destination ideas, information about cameras, and more.
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Samuel Basic
Welcome to the void.
It's great to meet you.
I am a student of Humber's Bachelors of Creative Advertising program. I have interests in Accounts, Social Media Management, Design, Illustration, Photography, and Video Editing. I am open to internship opportunities! If I have piqued your interest, reach out using the icons above!
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