Mark Gutheim
Creative Strategy
Portfolio
Vault Furniture
As part of a broader content strategy for Vault Furniture, this ad was designed to highlight the brand’s sense of humor and willingness to embrace the unexpected. My brand audit directed me away from traditional product photography, and instead lean into creative storytelling that reflects Brandi and Andy’s personality and the charm of their small business.This Reel features their minimalist wall vase filled with cocktail sauce and topped with a shrimp. The concept encourages viewers to see the product through a more playful lens, and potentially inspiring unintentional uses for the product. It aligns with our strategy to make Vault’s content more memorable without straying from its core identity.Filmed with an iPhone in my apartment and edited with Adobe Premiere Pro and Illustrator. The ad ends with a digitized version of the founders’ handwritten signature, taken from one of their actual invoices. This final touch reinforces the brand’s authenticity and handmade roots.
Kit Kat
This campaign imagines Kit Kat’s old branding a father figure who has recently passed away. His son inherits the role of representing the brand. The concept uses humor, irony, and emotional language to reflect on the past while introducing a voice that feels more relatable to Gen Z.The strategy focused on making Kit Kat relevant again without relying on high-budget production. I developed a plan centered on TikTok and Instagram, where we could use meme formats and short videos to build emotional connection and cultural relevance. Content leaned into self-aware storytelling that balances sincerity with absurdity.The media plan was built around cost-effective content creation, paid social ads, user-generated content challenges, and small-scale experiential activations. Key metrics included hashtag engagement, social sentiment, and Gen Z sales tracked through promo codes and QR links.This campaign shows how brand storytelling can evolve by embracing emotion, humor, and culture-specific strategy to connect with a new generation.
Kalshi
Tasked with delivering a fast and effective response to Trump's swing in the polls, I developed a minimalist creative that leaned into simplicity. The ad was targeted to Trump supporters through an influencer account in partnership with B&B Media Group.The strategy centered on timing and restraint. Most political content at that time flooded feeds with heavy visuals and commentary, this piece stood out by doing less. It leveraged Kalshi’s core value of market-based forecasting without overexplaining, letting the viewer’s curiosity drive engagement.
Metrics
| KPI (24 hours after post) | |
|---|---|
| Views | 47,668 |
| Interactions | 2,869 |
| Engagement Rate | 6.02% |
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.
My team and I won the competition."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 Executive
blog
KFT (Kentucky Fried Tofu)
Wall Vase Campaign
Kit Kat Campaign
Predictions for Digital Media
Branding Op-Ed
an old paper i wrote
About me
I'm on a bit of a bread journey right now. Despite the emotional tax, it's become a surprisingly rewarding hobby.There's something special about braving the process, just to make something I could have bought for six bucks and a swift walk down the street.Well that's a bit of a lie. The only bread I've made so far has been, for the most part, completely inedible; So really, they don’t sell anything like it at the store.I don't understand any of the science behind baking bread. Whenever I research new techniques it feels like I'm studying ancient magic in some long forgotten language.It's honest work and I'm proud of myself for sticking with it.Mark
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.
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.
KFT (Kentucky Fried Tofu)
It looks like Kentucky, but it’s not even close.
KFC’s new Kentucky Fried Tofu is a crispy, golden, plant-based twist on the original. The same secret spices you love, but on something that never had feathers.No cluck, all crunch.This is mock copy I came up with for an assignment at DePaul for KFT, a fake new product at KFC. The nug was generated using chatGPT and the copy was generated entirely by Mark.
Wall Vase Campaign
I produced this campaign; From concept development and set design to filming, editing, and copywriting. I wanted to showcase the versatility and visual appeal of the wall vase product through minimalist visuals and a cohesive brand narrative.
By showing the wall vase as a multi-functional, design-forward piece rather than just a traditional floral display, the campaign expands its appeal beyond the target audience, without being too ambitious.It invites consumers to imagine the product not just as decor, but as a tool for creative expression and everyday functionality in modern living spaces.
A consistent guitar loop runs through most of the content, creating what I'm calling an audible aesthetic. a branded sound that enhances the visual identity and makes the campaign instantly recognizable.It adds a subtle layer of cohesion that’s being overlooked in other digital campaigns.