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 INSTAGRAM

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:

"A bike is liberating. It's freedom...It's the places you go, the people you meet, the things you do. How to get there is up to you." Enjoy the ride. #Commuter Trailer for a series of three short films featuring the rides of poet James Massiah (London), designer Kyle Garner (Brooklyn), and Scraper Bikes Movement founder, Tyrone Stevenson, Jr.

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

We led the digital campaign for the second year in a row for the Commuter collection, a product line geared toward the urban cyclist, with a grassroots approach to creating and sharing content.

James Massiah - London Commuter Film

"It's down to me to get from this point to another." -James Massiah | Riding your bike is more than how you travel. It's being independent and moving the way you want to. Enjoy the ride. #Commuter Shop: http://www.levi.com/commuter

Kyle Garner of Sit & Read - NYC Commuter Film

"I move through the city so much, I feel like my soul is rooted here." - Kyle Garner | Riding your bike in the city creates a connection to place like no other. Commuting is about more than where you go, it's about taking in your surroundings and finding inspiration in the world around you.

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:

Video produced by Imprint Projects


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]

Lifestyle Gallery:

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.

Phase 1 CTA on Nike.com

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.

Sign in to create your dream run! Nike+ Accounts were used to securely track run submissions.

Sign in to create your dream run! Nike+ Accounts were used to securely track run submissions.

Gotta get it right.

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]

Engaging “commuters” by leveraging a cross platform strategy to deliver the discovery of stories and content in conjunction with the release of the Spring and Fall collections.

Engaging “commuters” by leveraging a cross platform strategy to deliver the discovery of stories and content in conjunction with the release of the Spring and Fall collections.

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 first branded preset pack for the VSCO cam App.

The first branded preset pack for the VSCO cam App.

UGC.

UGC.

The case-study for this campaign can be found here. The 3 films are embedded below:

For the third and final episode of our Commuter "Go to Work" film series, we ride in New York City with Knox Robinson. A true NYC Renaissance man, Knox's footprints are all over the city, from editing FADER magazine (2000-2005) to co-founding and coaching Black Roses NYC.
For episode 2 of our Commuter video series, we hop on bikes in Denver with workers of A Small Print Shop. From humble beginnings, and a punk-rock ethic, making custom shirts for brands and bands is all in a days work. For the last 140 years, Levi's has supported workers of all kinds.
For the last 140 years, Levi's has supported workers of all kinds. In a new film series, we go to work with icons of the modern workforce, celebrating the work they do, and how they get there. EPISODE 1: Chris DiMinno, Head Chef of Portland's Clyde Common, goes to work by bike.

NIKE FLYKNIT RELEASE

Product Release | Photography / Asset Production / CQ5 Development | March 2013 [Senior/Lead Producer & Lead Client Contact]

Facebook Cover photo

Facebook Cover photo

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. 

Early sketches and concepts

Early sketches and concepts

Early Concepts

Early Concepts


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]

Baconizer

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.

PRESS: CREATIVITY || Mashable || The Denver Egotist || Agency Spy || Co.Create || BannerBloog || Food Beast

QUICKTIMES: View the Yahoo! Sports placement here. View the ESPN placement here


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.

PRESS: CREATIVITY || Mashable || The New York Egotist


SPORTS HEX | Crispin Porter + Bogusky

iPhone App | April 2011 [Lead Producer]

SportsHexMobile
SportsHexWeb

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.

PRESS: Miami New Times gives credit to SportsHex for Miami win. || Guyism || TNSP SportsNet


KRAFT DINNER TABLE DEBATE

Rich Media Banners | January 2011 [Lead Producer]

Dinner Table Debate Kraft Rich Media Banners

Kraft created social media conversations by tabulating real-time voting on a daily question about topics & behavior at the dinner table.


KRAFT MACSURANCE

Facebook Tab | May 2011 [Lead Producer]

webEX_macsurance.jpg

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]

BurgerKingWeb.jpg

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]

BK650_webEX.jpg

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]

webEX_TE_homepage2.jpg
webEX_TE_homepage3.jpg

THOUGHT EQUITY MOTION | MUSIC SEARCH

UX Design | January 2008 [Designer]