NIKE TRIAL ZONE
The most digitally-advanced, true-to-sport product trialing experience ever created. View the full case study here.
TWITTER EDUCATIONAL VIDEOS
Twitter came to us to create video content that would help educate users and increase usage of the platform. Features of Twitter were highlighted individually to show both the what and the way for users. Some were for simple features directed to brand new users, while others launched entirely new products for Twitter. These are continuing to roll-out. 3 videos below. The full series can be viewed here.
HTC's "Uh-Oh" Protection guarantees consumers a replacement phone, no questions asked. Instagram provided an opportunity to bring real-life scenarios into the platform's creative guidelines. The still thumbs converted into the short story as users scrolled through their feed:
LEVI'S COMMUTER 2014 CASE STUDY
LEVI'S COMMUTER 2014
Social/Media Storytelling Campaign | Extensive Asset Production and Partnerships | Summer 2014 [Lead/Senior Producer and Lead Client Contact]
Levi's Commuter 2014 Trailer:
This campaign is currently being rolled out over July and August of 2014 and is one of my proudest pieces of work. When passion crosses with work, the results are usually pretty fantastic. This project has been no exception. I took full lead on all aspects of this campaign from overseeing all production (including all asset development for product shots on levi.com and PR look books) to managing the team and the first point of contact for the client and all photographers, contractors and partnerships.
Tyrone Stevenson - Oakland Commuter Film
James Massiah - London Commuter Film
Kyle Garner of Sit & Read - NYC Commuter Film
We have once again partnered with VSCO as well as 50 additional influencers across Instagram and VSCO. The current VSCO grid can be seen at http://commuter.vsco.co/.
Our 3 icons are supported in their cities by physical activations:
Commuter Work Spaces 2014 - Trailer:
LEVI'S COMMUTER 2014 | LOOK BOOK
Photography and PR | May 2014 [Lead/Senior Producer and Lead Client Contact / Location Scout]
We were lucky enough to fly Bee Walker all the way out to Portland to shoot the Fall Look Book images that would be used for all PR purposes when launching the Fall collection. We're all fans of hers and quickly made friends as well!
Fall 2014 Look Book Gallery:
LEVI'S COMMUTER 2014 | PRODUCT SHOTS
Photography and PR | May 2014 [Lead/Senior Producer and Lead Client Contact]
Product Laydown Gallery:
NIKE RUN FREE
Global Campaign | Social / On & Off-platform development / Localization | August 2013 [Senior/Lead Producer & Lead Client Contact]
Nike Run Free gave the entire running community a chance to dream up the most epic run imaginable, submit it and then campaign for it by running and earning Nike Fuel. Using Hashtags and Nike+ Fuel, the top 10 submissions received votes, revealing a single winner who's dream run came true thanks to Nike.
Likely the most technically complex project I've ever produced, Nike Run Free spanned 13 months from inception to completion, required 5 phases, developed on Nike's CQ5 platform in conjunction with off-platform development [all responsive], Contest and submission management, a custom CMS and rating system, Spotify integration, Localization in 29 countries and more.
For the full case study, check it out on Instrument's site here.
LEVI'S COMMUTER 2013
Social/Media Storytelling Campaign | Extensive Asset Production and Partnerships | Summer 2013 [Senior Producer]
Levi's asked Instrument to take over their digital campaign for all things Commuter in the Summer of 2013. We produced 3 films highlighting icons of the "Creative Class" and told a new story of what it means to "Go to Work." Through a very detailed social calendar and large repo of assets, we engaged the community by prompting them to participate and tell their own stories in the same way the key participants we hand selected told theirs. This also prompted the first partnership between VSCO and any brand.
The case-study for this campaign can be found here. The 3 films are embedded below:
NIKE FLYKNIT RELEASE
Product Release | Photography / Asset Production / CQ5 Development | March 2013 [Senior/Lead Producer & Lead Client Contact]
The FlyKnit has become one of the leading technological breakthroughs for all categories at Nike. Our concepts were taken from many visits to the archives of Nike's historic and innovative lineage of running shoe design.
GREY POUPON - Society of Good Taste
An amazing FB App that crawled a user's profile to rate them on whether or not they were worthy enough to be a member of the Society of Good Taste. There was a complex matrix of customized responses to an array of expected behaviors including grammar usage, liked pages, and check-ins.
BACONIZER - Kraft Mac & Cheese
Kraft Foods | Rich Media Home Page Takeover | March 2012 [Lead Producer]
We took the 4th largest sports website on the internet and turned replicated it's structure with real bacon. View the video to see how we made it. This placement also replaced all content on ESPN and Yahoo's home pages with "baconized" content; changing words and images to Bacon. 20,000 Interactions with the take over and 11.9 million earned media impressions.
JELL-O PUDDING PRIX
Facebook Tab | May 2012 [Lead Producer]
Jell-O Pudding found a small sub-culture of pudding eating challenges on YouTube and took the task to the next level by partnering with Major League Eating and 5 top-ranked competitive eaters. With a set of rules and a spoon, the professional eaters set the bar for the fastest possible times. Anyone could challenge the time by uploading their video to YouTube.
PRESS: AdWeek |
BELVITA BREAKFAST BISCUITS | Kraft Foods
Standards / JS Animation / Responsive Design | February 2012 [Lead Producer]
belVita was launched as part of the Kraft Foods network. This site utilizes responsive design and development, offering the same experience across Desktop, Tablet and Mobile browsers with full animation including Canvas elements for the coffee steam [no flash].
JELL-O MOOD METER | Kraft Foods
Standards / JS Animation | July 2011 [Lead Producer]
Using Twitter's API, we tracked happy and sad emoticons and used that info to develop an algorithm that tracked the mood of the Twitterverse. Any time the mood dipped below the average deviation, free pudding was given away to users who tweeted sad emoticons.
SPORTS HEX | Crispin Porter + Bogusky
iPhone App | April 2011 [Lead Producer]
Cast sharable hexes on opposing sports teams or players using real practitioners of black magic. Our team went to Miami and Mexico to document ceremonies that were applied to our own digital devices to enable the black arts and their forces to be used at anyone's discretion.
KRAFT DINNER TABLE DEBATE
Rich Media Banners | January 2011 [Lead Producer]
Kraft created social media conversations by tabulating real-time voting on a daily question about topics & behavior at the dinner table.
Facebook Tab | May 2011 [Lead Producer]
Facebook & banners offered support to the broadcast spot that gave consumers a coupon for free Mac & Cheese.
CUERVO | MOST EPIC NIGHT
Times Square Billboard | May 2011 [Producer]
Users were encouraged to upload their personal photos to a site that displayed them on a Times Square billboard [pre-moderation]. Cuervo had 2 minutes of time for every hour on the board.
BK.COM | HISPANIC
Localized Brand Website | November 2010 [Lead Producer]
A custom CMS was modified to manage both English and Spanish sites. The entire Spanish site was a mirror of the English site and created from a composite of a separate Spanish site [previously managed by a 3rd party] and the original English site.
BK.COM | 650 CALORIES OR LESS
Site Enhancement | December 2010 [Lead Producer]
60 DAYS OF WARREN MILLER
Banner Ad | 300x250 GIF | August 2009 [Art Direction / Layout / Copywriting]
This and 3 other ads directed users across Bonnier web properties to participate in a 60 day give away. The purpose was to promote the Warren Miller Film tour as well as the new skiingmag.com and skigmag.com.
THOUGHT EQUITY MOTION [HOME PAGE]
Flash | March 2006 [Concept /Art Direction / Clip Selection / Video Edit]
THOUGHT EQUITY MOTION | MUSIC SEARCH
UX Design | January 2008 [Designer]