Situation: ANDREW STEWART is a successful San Francisco Architect. At his best, he’s a smart, likable professional, with a wide range of interesting accomplishments to his credit. Unfortunately, Andrew often focuses on the negative, which keeps him from moving forward on issues important to his long-term growth. Stuck in a rut and frustrated by his own frustration, Andrew requested a new life.
Idea: Character development, with the goal of bringing Andrew’s finest qualities to the surface more often. This would allow him to deal with life's daily situations from his most positive headspace.
Execution: To change repetitive behaviors, it was determined that Andrew had to truly change how he acted,. He needed to 'become someone else' and adapt a new personality. Reaching into his past, it was discovered that Andrew’s biggest smiles came from thinking about his Summers on the East Coast.
The new man: A more positive rock-star-like alter ego was created for Andrew and he was given a new name: JERSEY SHORE. Jersey represented the best of Andrew Stewart.
Andrew studied his part Then he had his hair cut at a nice salon and bought more stylish clothes to help complete the Jersey Shore transformation.
The unveiling: Jersey was introduced at a dinner party. Instantly, he was the center of attention. Normally shy, his smile was ear-to-ear. Conversation and laughter surrounded him. His confidence soured.
Attributable highlights: New house and SUV, multiple dates, a series of positive business moves and an invitation to an exclusive local fashion show.