While pondering what animal that would attempt to fully encapsulate my personality, I had a few selections that came to mind. Unicorns for their radiant personalities, lions for their remarkable leadership or dolphins for being exemplary communicators and team players. However, I came to the realization that my overall personality is most similar to qualities of the animal, or rather insect, I fear most, a spider.

Metaphorically, I tend to embrace my fears whole heartly often attempting to push past my comfort boundaries into the unknown, similar to spiders braving the unknown indoors. Although my fears may be high when spiders are present, I am able to face my fears head-on and tackle even the most uneasy of tasks. As a small but mighty being, spiders have a way to make their presence known when entering a room, leaving a lasting impact on those they encounter. I attempt to make similar impacts in my own life, although hopefully more pleasant, with my positive attitude and optimistic approach to getting work done. I have been told by colleagues and friends my uplifting attitude is infectious, making those around me excited about new projects and adventures.

While spiders use webs to extend their communities, I too am often looking for ways to grow my personal and professional network. Moving in different directions to expand my personal web, while keeping those strong relationships at the center allows me to grow my connections. If my web were to be impacted by outside circumstances, I am the spider that gets right back to work, finding a new place to regrow and strengthen my web using the past as a guide for the future.

Spiders teach us many valuable lessons about appearances. It is human nature to make initial judgements about others based on their outward looks. While people are often afraid of and intimidated by spiders, they are valuable creatures to our environment that do a lot of good. It is important to not make judgements and have preconceived notions about key people and animals that help make the system work. Having an open mindset when it comes to working with employees and clients is a must in order to succeed in the industry.

Spiders offer a great amount of good to the larger animal kingdom. Although spiders are minuscule beings, their hard work dealing with even the smallest of tasks will in-turn greatly benefit the environment. As a potential intern at an accredited organization, even the bottom of the corporate ladder, the interns, complete important tasks and developments that have an effect on the entire organization. The smallest of tasks can have a bigger impact on the organization as a whole. This parallels a spider’s task of feeding on pests that negatively impact the livelihood of our ecosystem to better the environment in the end. Spiders have many important personality traits that make them ideal models of a well-rounded human with a good work ethic and morals.

If Patagonia were an animal, it would be a fox. A fox is a well-known animal in the forest that adapts well to changes in the weather, similar to Patagonia’s apparel. They also are noted as being sly, intelligent creatures, similar to Patagonia’s efforts to create sustainable materials, but do not heavily promote this for attention, rather for their passion for the mission.

If Patagonia were a vehicle, it would be a Jeep Wrangler 4xe. First thing that I think of when it comes to Patagonia is outdoorsy adventure. It is the “it” brand when it comes to living an active lifestyle in nature. The Wrangler 4xe is trendy and the ultimate off-road vehicle, perfect for the mountains and all weather conditions, just like Patagonia. Additionally, the electric component of the Wrangler 4xe allows for a more eco-friendly option, which parallels Patagonia’s sustainable mission.

If Patagonia were a well-known celebrity, it would be Jeff Probst, host of “Survivor.” When it comes to nature and the outdoors, nobody is more of an icon than Probst. The reality show, “Survivor,” brings a community of people together through the love of the wilderness. These individuals must be adaptable, resilient, and “built-different,” just like Patagonia.

The Assignment
Create a media pitch deck for an assigned brand in the alcoholic beverage industry, pitching placements for two products from the product line.

The Approach
Johnnie Walker is currently positioned in the beverage industry as a luxurious liquor targeting older men between the ages of 35-65. We wanted to appeal to a younger demographic that enjoys trendy seltzers, paired with the maturity of drinking a fine cocktail at a lower price point.

Insight
Johnnie Walker is seen in the eyes of the public as a “special occasion” liquor of choice. Targeting a younger demographic with a more versatile, trendy product line will reposition the brand in our mind as a year-round drink of choice.

The Result
This project provided us with the creative liberty to invent advertisements, partnerships, brand deals, and a comprehensive campaign centered around two differing Johnnie Walker products. It was a valuable learning experience, emphasizing the significance of strategic planning, budget management within an agency, and the importance of target segmentation.