When launching our first round of work for Toys R Us, it became clear that we needed a two-prong strategy. First, we reinvigorated their brand through crafted, emotional advertising with high production value. But we also needed to drive sales around the all-important Christmas holidays. These inexpensive, easily-editable "Shelf Talker" spots were able to be tweaked several times a week over the last quarter of the year. This allowed us to flip out offers based on performance and ultimately destroy their sales' goals, ending the year on a high note. They were also an agency success as one of our first projects produced by our in-house content creation team.
I've had a lot of fun messing around with the water-proof, dirt-proof, drop-proof Samsung Active over the last couple of years. Here's a sampling of some of my favorite TV spots, pre-roll and social campaigns from that time. The latter were created with the help of YouTube influencers, the Brothers Riedell.
HP wanted to demonstrate their unique printing abilities specifically to the creative community–custom, large scale printing on any substrate, fast. So, we created the HP White Space at the Cannes Festival of Creativity. The space was a popular hangout for festival goers and provided an interesting venue for workshops and interviews. While there, creatives were invited to make their mark on the space and it evolved into a lot of fun for the eyeballs. But we had something to prove. “IF YOU CAN IMAGINE IT, YOU CAN PRINT IT.” To do so, we painstakingly photographed the user-generated art throughout the week and then, on the last day of the festival, used the colorful doodles to reprint all the objects around the room–the walls, chairs, beanbags, lamp shades, tables, the bearskin-shaped rugs, the refrigerator and the cans of energy drinks inside of it. In fact, the HP White Space was the most liked on the Cannes Facebook page.
Final Friend is a Facebook app contest that pits friend against friend to see who will be the best buddy to take with you to the NCAA Final Four Tournament, courtesy of AT&T.
This spot was part of a campaign to show off some of the advantages your iPhone has on the AT&T network vs. the competition–the ability to talk and surf simultaneously, as well as faster downloads speeds.
Facing your financial future can be scary and confusing. So much so, that people often choose to avoid it altogether. ING provided a starting point to help people break out of their paralysis. It starts with your number. It's not the amount you have, but the amount you'll need to retire. Once you have a goal, it becomes easier to get there. Do you know your number?
Though it's nice to brag about your work winning awards and getting into the annuals, the Guinness Book of World Records has always been a personal goal. With ASICS' help, we shattered the previous record by recreating their iconic ASICS Gel Lyte III sneaker with 347,004 original-sized plastic pegs, setting a new Guinness World Record at just over 11’x15’.
ASICS used the colorful art of Lite-Brite to show off their customizeable kicks across the country, stopping at major music events and festivals including Lollapalooza, Voodoo Experience and Bumbershoot as well as designer footwear boutiques. In addition to the thousands of people who saw it live and in person, the record-setting display garnered some major media attention online with coverage on sites such as Gizmodo, Adrants, Brandfreak, Futureofads, Illiterate, Houseofhype and Freshnessmag.
We knew she was a good actress when we cast her. But if you'd've forecast "Lily" to be a household name, I'd've needed to check your ad meteorological credentials. Milana Vayntrub has been fun to work with, helping to make even the most straight-forward, schlocky offers a bit more palatable. Here's a sampling of that work. (And sorry for interrupting so many of your programs.)
Here are some unexpected in-room elements that were created as part of Marriott Hotels & Resorts' announcement that they are going "smoke-free." It was paired with a larger campaign, but I just really love these executions.
Buzz Rankings is just that–a barometer of teams, brands, celebrities and the buzz they generate across social media. Buzz Rankings kicked off by ranking NCAA football teams based on likes, tweets, and check-ins. It is even able to track #mentions of players, coaches, and school nicknames. Buzz Rankings continues to live on, ranking NCAA basketball teams and even American Idol contestants.
Newcastle Brown Ale is so smooth, it's irresistible. Even to advertisements. The shoots were fun to do and the resulting billboards seemed to dominate the sunny skies of SoCal for quite sometime. The last execution here is really just a crappy, ol' sell sheet. Those boring things that beer companies send to bars in hopes that they'll carry their brew. We took it to the next level with some insightful info to enlighten the average barkeep. In it, we even explained our "Newcastle Retirement Plan."
The Peace Corps was yearning to increase their recruitment numbers. Joining the Peace Corps is a big commitment, so we wanted to capture the life-changing adventure that is experienced by nearly every one of its over 200,000 volunteers. We read a painstaking amount of their journals looking for interesting tidbits and insights. The first execution is a TV spot that aired as PSAs. The second was simply a proposal that never saw the light of day, but I think it would've been great.