art direction & design

This is the personal portfolio of Timothy Carvalho and features both graduate work and professional work performed at a variety of agencies. Special thanks to all of the students, professors, and colleagues that have been part of my project teams over the years.

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702.338.3666
tim@timscreative.com

Boy Scouts of America Zcamp

Branded Experience + Integrated Ad Campaign

Zcamp is a program that I came up with in response to the One Show Young Ones Creative Brief from 2015: Kids and technology - is it a good thing, or a bad thing? The brief asked us to examine the IRL versus URL experiences of kids, take a position, and create something. I decided to partner with the Boy Scouts of America for my client and create a new IRL weekend camping experience where Boy Scouts (new and existing) learn essential survival and leadership skills in a fun, role-playing, Post-Zombie Apocalypse themed camping adventure!

Over the years, Boy Scout memberships have slowly declined around the US–0ver 27% since 1997. This new twist on their weekend camp experience will inspire new membership and create lasting memories, while also having fun and learning important survival skills. Boys (7-16) will earn badges in this camp by successfully achieving specific tasks like building a campsite, starting a fire, and learning about first aid. Fun specialty badges can also be earned for learning themed skills like surviving in nature and Zombie self-defense techniques. Nerf is a primary sponsor providing an arsenal of weapons to fight the Zombie hordes throughout the experience. Bass Pro Shops is the primary sponsor for camping gear and provides a network of stores across the country for promotional events.

Target Audience:
Middle and High School Boys, 10-16, who are interested in getting active, learning survival skills, and zombies themes.

Key Message:
This new tech enabled zombie themed weekend camp experience is fun, unique, and exciting!
 
Insight:
The Boy Scouts have an existing weekend camping program where members earn badges and learn everything from building a fire to first aid. Not only will attendees be able to still earn badges and do all the same things that they would in a traditional camping trip, but Zcamp will be Zombie themed and incorporate technology (augmented reality, location-triggered events, video enabled weapons) in a fun way to create a memorable and unique experience.