Mark Gutheim

Digital Media Specialist

Digital portfolio

Influencer Post 2024

This man-on-the-street style video was for the conservative influencer ‘raqisright,’ who focuses on growing her audience by sharing Republican perspectives in a direct, approachable way.

I independently edited this TikTok freelance, sorting through 11 minutes of source footage to produce a final cut in under four hours, meeting the client’s same-day turnaround request. The goal was to create a unique, memorable video that still aligned with the account’s established style.

Metrics

KPI (15 hours after post) 
Views13,500
Interactions1380
Engagement Rate10.2%
@raqisright

6 days till we MAKE AMERICA HOT AGAIN! Link in bio for election night tickets

♬ original sound - raqisright

Kalshi Campaign 2024

Kalshi is the first CFTC-regulated exchange for trading on future events. It lets people bet on topics like inflation, Fed rates, unemployment, and government shutdowns.

I wrote and edited this Instagram reel entirely by myself for Kalshi, intended to target Gen Z audiences. It focuses on Trump's huge swing in the polls, while also staying relevant to the brand. It was posted on an influencer account through B&B Media Group.

Metrics

KPI (24 hours after post) 
Views47,668
Interactions2,869
Engagement Rate6.02%

Kalshi Post #2

I made this royalty free ad for the client under a loose script no budget. My friend Aidan did the voiceover. I think he sounds like the Cubs announcer at Wrigley Field.


Only Plants Chicago 2024

This is an evergreen ad I edited using recycled video from the company's Instagram page. I had full creative liberties.Only Plants Chicago is a vegan bakery focused on creating plant based goods and environmental sustainability.


FOX Sports University 2024

During the 2024 spring quarter at DePaul University, I had the privilege of competing against 3 other teams to produce a marketing campaign for Major League Baseball on FOX, as well as the Flippin' Bats podcast with Ben Verlander. I edited this video to be shown during our final presentation to FOX Sports executives, and soon after my team was selected as the winning group."Happy to share our winning team is Team 2! We felt their “History Happens Here” video was the strongest idea we’d seen all day"- Cati Hance, FOX Sports Network ExecutiveYou can find me on FOX Sport's website hereExecutive Summary

More about the FOX Sports University program here. Link to my teams final slide deck here.

Property of FOX SportsFormatted for Television


Allez Café (2024)

This was an ad I wrote, filmed and edited for TikTok.

Allez Café IG Reel 1

This reel was intended to be a paid advertisement on the platform. I edited it together using recycled footage from the clients Instagram page.

Allez Café IG Reel 2

This reel was intended to be posted on the clients page directly. The footage from this was also recycled from their Instagram page.


Flighty (2023)

B&B Digital Media Group

I worked on the team that developed this ad in order to increase brand visibility and engagement for a potential client. This ad aims to leverage social media and showcase the potential for consumer acquisition through targeted outreach. I contributed to the development of the script and was the sole editor on this project.

Skills on display:
Video editing
Strategic content planning
Social media content production

Formatted for Facebook

I developed this ad as a concept project to showcase potential alternatives to a suggested script. I built this ad from scratch and put it together using stock footage. I edited the content in Adobe Premier Pro and fine tuned the motion graphics in Adobe After Effects.

Skills on display:
Video editing
Motion graphics
Script development
Social media marketing

Formatted for Facebook

Freespoke (2023)

B&B Digital Media Group


blog


About me

While everyone else focuses on following trends, I aim to create them.

I’m a digital media specialist with a passion for PR and advertising. People usually pay me to help them turn their ideas into bold, engaging content that cuts through the noise.Whether it's transforming mundane concepts into attention-grabbing campaigns, or crafting social media strategies that reject the status quo, I’m here to elevate brands with inventive approaches. Every project I take on is an opportunity to craft bold, refreshing content that reflects the uniqueness of the brand.I believe that quality content is about more than following the latest fads—it’s about creating something meaningful, something people actually want to engage with. My goal is to break through the shallow, formulaic noise that social media is drowning in, and deliver content that makes people stop, think, and connect.Feel free to check out my social channels to see more of what I do. If you’re looking for someone who can drastically elevate your digital presence, I’m your guy. ❤️

contact

(224) 234 6645

[email protected]

Predictions for Digital Media in 2025

Mark Gutheim
9/24/24

Digital creators and filmmakers alike have come together globally to make video horizontal again. The relatively young movement communicates a shared hatred for ‘Satan’s aspect ratio, 9x16’, and addresses the creative concern for visual storytelling. For 30 seconds during the Super Bowl this year, television screens globally were consumed by two-thirds in complete darkness as Kanye West’s Super Bowl Ad aired. Yeezy saw a 15,777.56% increase in website traffic, blowing out all other advertisers in the event, and recording $19.3 million in sales before midnight (Semrush, economictimes.indiatimes.com). The ad’s viral success signaled towards the mass degradation of attention spans globally, as well as the conditioning of contemporary audiences towards less demanding, shallow media. An intimately brief dissection of art is required to better understand the future of digital media.

There existed a time in which film reflected art; German Expressionism in The Cabinet of Dr. Caligari (1919) and Baroque stylisms in Citizen Kane (1941) suggest a time in which art and constructive ambiguity was actively sought after in visual storytelling. This is no longer the case. The average shot length of films continues to decline (Cutting). This translates as less information per scene, no space for ambiguity, and in turn, no patience for art.

dataset compiled by the British film scholar Barry Salt

Francis Stark's 'Nothing is Enough' (2012)

Currently in the Modern Wing at the Art Institute of Chicago you can find Francis Stark’s Nothing is Enough (2012), a single-channel video projection on a 14 minute loop. In other words, a black and white horizontal video is featured in the same gallery as works by Van Gogh, Picasso and Worhol. Minimally, pompous art jurors recognize short-form video as a satisfactory art medium, indicating that high art too is following suit of film, and reflecting the rich legacy of the social media consumption vortex.

No one has time for art anymore and mankind has felt a profound impact of its absence. Ambiguity has lost its role in consumed media, and with it a certain capacity for thought. No longer are consumers given the opportunity to wonder, rather they are conditioned to be given all information, all at once, all the time. A world entirely devoid of art would feel emotionally flat, culturally impoverished, and less innovative, stripping humanity of vital elements that make us feel alive, connected, and inspired—the current state of digital media in 2024.As creators and audiences, we hold the responsibility to choose what we consume. In one year's time, I predict this responsibility will fall even further from our grasp. It will get worse before it gets better. Digital media in 2025 will reflect a generalized obsessive conformity, whereas individuality is discouraged, and originality is alienated towards a troubling brink of extinction; Digital media in 2025 will be boring.Some guy named Albert said, "I fear the day that technology will surpass our human interaction. The world will have a generation of idiots”. Media exposure is inherent, and to suggest removing screen time from one's life is nothing short of unreasonable. I don’t think the solution to the depressed state of digital media is its complete removal, nor do I feel any sort of moderation is required. Rather, consumers should take time to better understand their role in media consumption. I believe it won’t be until individuals begin to show interest in their own identities rather than that of others that the state of digital media can begin to heal. A day will come where we will once again be able to see the value in art and ambiguity; A day will come when we make video horizontal again.

Works Cited
“GBD Results.” Institute for Health Metrics and Evaluation, vizhub.healthdata.org/gbd-results/. Accessed 24 Sept. 2024.
Miller, Greg. “Data from a Century of Cinema Reveals How Movies Have Evolved.” Wired, Conde Nast, 8 Sept. 2014, www.wired.com/2014/09/cinema-is-evolving/.
“Semrush .Trends: Digital Trends on Any Website, Industry, and Market.” Semrush, www.semrush.com/trends/. Accessed 24 Sept. 2024.
West, Kanye. “Yeezy.Com Super Bowl Ad.” YouTube, YouTube, www.youtube.com/watch?v=_BWYyRicB8w. Accessed 24 Sept. 2024.
“‘Make Video Horizontal Again.’” Flickman, www.flickman.co/products/mvha. Accessed 24 Sept. 2024.


Event Photography

Here are some pictures I took at a birthday party on Lake Michigan. These photos reflect the vibrant energy of the day, the beauty of the lake, and the joy of sharing memorable moments with friends against the backdrop of Chicago’s skyline.

Establishing Shots

These establishing shots reveal the setting of the event, a small boat on Lake Michigan nearing the end of the summer. The second shot is taken from the boat and features the location of the event in Chicago more clearly.


Portrait Shots

These are portrait shots documenting key atendees at the event. Featured in the slideshow are two group photos and one individual portrait.


Candid Shots

These are candid shots. The first might be the best picture I've ever taken, and the second features the group in a natural environment.


Detail Shot

This is a detail shot featuring an intimate moment between two patrons at the event.


AI Generation

These pictures were generated with Adobe Firefly, with the goal of generating images similar to the ones I captured on a boat in Lake Michigan.

The AI image generation did well in creating high resolution images of a similar setting, however with some significant shortcomings. The AI struggled to generate details of each prompt; While the greater scene was generated nearly perfectly, people and action shots were eerily flawed. The AI portrait shots were somewhat cohesive, however minor details where once again an issue, giving no explanation as to why the woman on the left has no hands.

How to Mail a Letter

This video explains how to mail a letter, which is something many Gen Zers struggle to accomplish.

Kit Kat

The Kit Kat "i miss dad" campaign blends timeless sentiment with modern sensibilities to introduce a new generation of the iconic chocolate wafer. This blog post outlines the overall campaign strategy, the tools utilized, budget considerations, success metrics, and additional creative ideas designed to maximize impact.

Comprehensive Digital Marketing Campaign

Kit Kat's original branding, much like others from that era of marketing, is drowning in unrelatable, over the top jingles and imagery. This campaign is a satire personification of Kit Kat's brand legacy.By personifying Kit Kat’s branding as a well-meaning but outdated father figure, the campaign taps into themes of familial bonds, generational gaps, and humorous cultural critique. The tagline evokes both a genuine emotional connection and a sense of playful irony, making it a perfect fit for a Gen Z audience that favors more bleak and untraditional images.

Social Media Video

Social Media Stills

Instagram (1080x1080)

Instagram (1080x1080)

To reach Gen Z effectively, the campaign utilizes a mix of digital-first tools and platforms:

Short-Form Video Content
Platforms like TikTok and Instagram are at the forefront of the campaign. These channels are home to Gen Z’s preferred content format: quick, visually engaging videos. The campaign would feature scenarios where Kit Kat, as a metaphorical dad, appears in comedic and touching situations, such as giving overly enthusiastic advice or offering a break at the perfect moment. For now, Kit Kat Jr is featured remembering his father after his presumed recent passing.
Memes and Internet Culture
The campaign leverages humor and meme culture to make Kit Kat part of Gen Z’s daily online experience. Meme overtones encourage users to join the conversation, creating organic virality.

Website Ads

Leaderboard (728x90)

Skyscraper (120x600)

Half-Page (300x600)

The "i miss dad" campaign will embrace a cost-effective approach, prioritizing authenticity and creativity over expensive production. Here’s a rough breakdown of the budget:

Content Creation (40%)
Funds go toward producing TikTok and Instagram videos, meme designs, and influencer collaborations. This allocation ensures a steady flow of content across platforms.
Paid Social Ads (30%)
Amplifying reach through targeted ad placements ensures the campaign hits key demographics.
User Engagement Incentives (20%)
Investments in prizes or rewards for user-generated content, such as Kit Kat bundles or branded swag.
Experiential Marketing (10%)
Pop-ups and guerrilla marketing events provide a tangible, shareable element to the campaign. By focusing on high-impact digital strategies and keeping production costs low, the campaign remains accessible and relevant to its audience.

Email Marketing

The success of the campaign hinges on its ability to connect with Gen Z authentically. Key performance indicators include:

Social Media Engagement
High engagement rates on platforms like TikTok and Instagram (e.g., likes, shares, and comments) indicate resonance with the target audience.
Hashtag Trends
The virality of campaign-specific hashtags like #imissdad provides a clear metric for organic reach and audience participation.
Brand Sentiment Analysis
Monitoring online conversations and comments about Kit Kat offers insights into whether the campaign improves brand perception and relevance among Gen Z.
Sales Growth Among Gen Z
Sales data tied to Gen Z demographics will validate whether the campaign translates into tangible results. Tracking purchases through QR codes or promo codes featured in the campaign provides additional clarity.

All content created on this page was created and formatted using Adobe Creative Cloud products, including Premier Pro, Photoshop, and Illustrator. Most photos featured in video and photo content were generated using ChatGPT's image generation software; This was used to create images of human-like Kit Kats. All other video content was filmed and produced in my apartment. This campaign was created for academic purposes, and is not associated with Kit Kat in any capacity.

Happy Birthday shelby