Wednesday, February 27, 2008
This is the portfolio's cover page
This is the portfolio's cover page. It's a great deal of pressure being a cover page. The stress is unbelievable. They say no one should judge a book based on you, but let's be honest- everybody does. That's why there are those links off to the right. They lead you to the content, take some of the pressure off. That's what you're really here for anyway. So just click February to view all the work at once. Or click specific posts to see each campaign individually. There's also a resume here, if that sort of thing interests you. There. I feel much more relaxed now.
Monday, February 18, 2008
Burn Alter Ego Facebook App a
The Burn Alter Ego Facebook application was created to promote the European energy drink by the same name. The challenge was to represent the passion and energy of Burn through the web- an environment most people navigate while sitting on their ass.
The answer was to focus on the social aspect of staying up late. The “meet new people, share experiences, wake up the next morning with a good story” part. The first step was for users to upload their face to an avatar, choose their clothes, and decorate their flat.
After their avatar was created, users could choose to head out for a night on the town. They had the option of going out with a friend who also had the Burn application, or they could “make a friend at the bar”. The second option would randomly pair them with another Alter Ego.
This allowed people to meet and share a story (fictional though it may be) through Facebook. Rather than being a format through which they reconnect, Facebook became a place to meet new people.
After going out, a user's Alter Ego would return and post an entry to their blog. A photo showing both avatars hanging out would accompany the post. These photos were collected not only
within the application, but in a separate Facebook album as well. This way, users could share their photos even if their friends didn’t download Burn Alter Ego.
There were hundreds of stories for users to experience. Along with the photos, some nights out resulted in your Alter Ego returning with a souvenir, such as a costume chicken head, a keg, or a donkey. There’s a lot to experience in this application. Please click the conveniently placed link for more.
http://www.sapient.com/awards/burn/
Careful reading will reveal that all stories are written to be gender-neutral. This was a requirement due to Facebook's it's-creepy-to-ask-people-their-gender-so-don't-do-it policy.
Q-Tips: Get Deep b
Q-tips: "Get Deep". Print campaign promoting the fact that Q-Tips have 50% more cotton at the tip.
IKEA: You're a Genius a
Print for IKEA.
Some people would consider “assembly required” a negative. I say, if you've built your entire living room yourself using nothing more than an allen wrench, you're a genius.
Tipping Point- Guinness ARG b
Guinness has enjoyed a long history of award-winning advertisements. To generate buzz for the release of their most expensive commercial yet, an ARG was created.
ARG stands for Alternate Reality Game. It’s sort of like a scavenger hunt that takes place across multiple mediums. For the “Tipping Point” game, the commercial was released in 3 second segments. Players scoured the video for clues to microsites scattered throughout the web.
Each site had a puzzle that, when solved, revealed a code that unlocked one of eleven dominoes. Each domino unlocked revealed another segment of video, until the whole commercial was revealed.
Each of the eleven sites had a different puzzle that had to be solved. ARG fans across the globe gathered in forums to discuss possible solutions and share ideas. It even spawned its’ own wiki page.
Even for the people who created it, Guinness Tipping Point takes hours to solve. It’s not the sort of thing that can be accurately described in a few pages. Click the link below for more.
http://www.ichameleongroup.com/awards/guinnessTipping/
Sony Xplod b
RDS (Radio Data System) would be used to advertise the fact that Sony Xplod stereo systems are so clear, you hear every word correctly. Above is one example of how the campaign looked. Because the RDS signal is digitally assigned per song, any radio with an alpha/numeric display can show a customized message for each one. Other messages in the campaign:
Jimmy Hendrix, Purple Haze-
"If you're singing 'Scuse me, while I kiss this guy' get help. -Sony Xplod."
(Correct Lyrics- "Scuse me, while I kiss the sky")
Elton John, Tiny Dancer-
"Don't sing 'Hold me close and tie me down sir' at karaoke. -Sony Xplod."
(Correct Lyrics- "Hold me closer tiny dancer")
Generic messages would play during commercial breaks-
"Base shouldn't blow your speakers. -Sony Xplod."
Cannes Young Lions Runner Up, 2006
Cannes Young Lions is a contest where each entry must be work that could not have been done five years ago, or work that uses a medium in a totally unique way. RDS has been available in car radios for over a decade, but nobody's used it in this way before.
Shelter.org a
Outdoor execution for Shelter.orgShelter.org wanted people to know they helped more than the homeless, they offered aid to those in sub-standard living conditions as well.
To get the message out, posters were created that appeared to be windows into run-down apartments.
Regional Addy, 2007
Applied Arts Student Award Annual, 2007
Jones Soda: HonestJones.com a
A microsite promoting the fact that Jones Soda uses 100% pure cane sugar. On this one, I did the art direction as well as the copy.
The secret to Jones Soda's pure sugar is the SugarCane Baby. A form of pure cane known for it's sweetness and total (sometimes painful) honesty.
The site would read through a user's browser history. Picking out key words, the SugarCane Babies would offer up honest commentary.
After collecting a bushel of babies, users could sort them, choosing which brands of honesty they would keep, and which to throw back.
The “keepers” could then be fed into the Jones-O-Matic Juicer. This would extract the pure cane stalks from the babies, and tell users which of Jones’ flavors they were most likely to enjoy. (No babies were, are, or will ever be harmed in the Jones-O-Matic Juicer.)
If you or someone you knew needed a dose of honesty, the babies could help with that too. Just write your note, and the baby will distill it down to the honest essence (with the use of a keyword algorithm).
Users then had the choice to send that dose of honesty, or just receive a coupon for Jones Soda. "The sort of honesty that goes down easier.”
To promote the HonestJones.com, flash banners would be created for specific sites, delivering a dose of honesty upon arrival. Here we see a sugar cane baby tellin' it how it is.
BK Radio
Radio spot created for Burger King. Production pending.
The hardest part about this campaign was the fact that it was actually a radio template. Each script had to be written so any price and any food item could be swapped out, depending on the promotion running at the time.
iChameleon Group Phone Message
I suspect when they asked me to concept on the phone message, they were expecting something like "Welcome to ICG. [Insert funny joke here] Press the number that corresponds to the department you would like to reach."
How droll.
It's an interactive agency. I think that calls for an interactive phone message. (In production, sample script and an image of Batman on the Batphone above.)
Delsey Hardside: For Whatever Happens b
An installation in the sidewalk. The tag reads "Delsey Hardside. For whatever happens."
A parking space on the side of the road would be bought, and a Delsey Hardside would be installed there, looking as though it had been run over and survived.
A decal would be placed on subway doors, making it look as if the luggage had been caught mid-close.
Someone once asked me what my inspiration was for this campaign. I told them "Looney Tunes".
Sunday, January 27, 2008
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