XBOX: Halo 3
Role: Art Director | Designer | Flash
Credit: Kris Bergen (Partner in Crime)
Info: Our friends at XBOX wanted an experience that would do more then echo existing Halo supported sites. We tried to cut through the clutter by building a simple and fun platform for a, "Not so typical Halo gamer," to engage with and spend a few minutes with the brand. We offered up a video Mash-up of various Halo 3 game videos as well as commercial vignettes In addition users could upload their own video and add custom subtitles. But that's not all folks, this site also acted as a distribution source for custom videos produced by Peter Jackson's production company.
Fun Facts:
• Halo 3 on MSN had one third of the traffic of Xbox.com (certain months)
• Time spent on Halo 3 on MSN was greater than Xbox.com
• Time spent on Halo 3 on MSN was half of Yahoo Games
Mark Burnett Productions: Rockstar
Role: Associate Creative Director | Designer | Producer (Behind Scenes)
Credits: Thomas Lockhart (Tatoo line work) | Blitz Interactive (Flash animation and develpment)
Info: Mark Burnett and company approached MSN to partner up for the second installment of the hit TV series Rockstar. The site provided users with exclusive footage (including reality show), episode performances, biographies and was used as a voting mechanism for the show itself.
Fun Facts:
• Time spent – equivalent of one person spending over 300 years on the site.
• Total votes tallied via website were in tens-of-millions
• Significant acquisition of new users to MSN due to Rockstar equity
Ansible Mobile
Role: VFX | 3D | Design
Credits: Kris Bergen (Producer)
Info: Ansibe Mobile harnesses the power of the most addressable and quantifiable media vehicle on the planet: the mobile phone. We help establish their look-and-feel for an upcoming event providing their trade show booth art, various demonstration materials as well as their case study Reel.
Blizzard: Starcraft
Role: Associate Creative Director | Designer
Info: Much like Halo3 Blizzard wanted to target a "not so typical" starcraft user. Leveraging MSN's broad audience we set out to piggy back on the election hype by developing a solution where users watch a live debate show (ala hardball/crossfire) in which various campaign correspondents speak on behalf of their candidate. The candidates of course being Terran, Protoss, and Zerg... If you don't know who they are... well, then you are a "not so typical" starcraft user.
Cadbury Schweppes: Accelerade
Role: Associate Creative Director | Designer
Info: Cadburry Shweppes in there bid to stake-claim of the emerging fitness drink market
worked with MSN to develp a site that would help raise awarness in tandem with the launch of their new product Accelerade -- a performance enhancing, protein infused fitness water. We targeted active "excersizers" and provided a way for them to formulate a variety of excersize regimes based on their personal fitness level.
Visa: Life Takes
Role: Flash Designer/Animator | Producer
Credits: AKQA | Von Piglet Productions
Info: For the first time in 20 years Visa decided to swap their familiar brand message from "Everywhere you want to be" to "Life Takes Visa," underscoring that no matter what it takes to live, Life Takes Visa. AKQA and MSN teamed up to develop a site that would feature numerous video vignettes and help support the campaign launch. Within a month we produced 75 video vignettes and a flash platform that encouraged serendipitous exploration of these moments.
Fun Facts:
• Saw large percentage of consumers choosing to revisit
• Time spent was the equivelant of 9.4m 30 second spots
• Majority of consumers saw the content as relevent and viewed to completion
• The LTV "most viewed video " was viewed enough times to make it the 3rd most viewed video on YouTube (during campaign)
Ford Man Rant
Role: Associate Creative Director | Designer
Info: Partnering with Revelle, producers of the hit TV shows Ugly Betty and the Office, MSN set out to produce an online series called Man Rant. The show acts as a sound board for guys like us... That is of course if your a guy:-) Every week the Host/Comedian would key off user submitted (relatable) issues that surround men in today's world. In-depth discussions with other comedians ensue while the whole time live streaming thoughts from the masses pour in.
Nokia
Role: Associate Creative Director | Designer
Info: The Nderground helped expose new ways for the young hip early adopters to share just how young, hip and "early adopting" they are. We set out to task these individuals to get out on the town and show us what the coolest thing to "see, hear and feel" in their town is.
Random Logotypes
Role: Designer/illustrator
Info: Random collection of variious logotypes I've created over the last 2 years.
In The Motherhood
Role: Associate Creative Director
Credits: Richard Worsfold & Tasha Lutfi (Designers)
Info: Working with Unilver and Mindshare Entertainment, MSN helped develop a robust community resource for women to share their stories of Motherhood. Users vote on stories -- the winning stories are then made into webisodes starring Jenny McCarthy, Lea Remini, and Chelsea Handler.
Fun Facts:
• Amount of views was comparable to the “I’m F’ing Matt Damon” video as seen on You Tube.
• Increased registered users to Suave and Sprint newsletter.
• Drove high user participation through contest.
• Impressive total time spent with users spending, the equivalent of, over 100 years on the site.
PnG: Being Girl Planet
Role: Associate Creative Director | Designer
Credits: Richard Worsfold (Illustrator)
Info: Unilever was looking to develop a platform that targeted 13-18 year old girls, broke global boundaries, and enabled girls to connect and communicate. Oh, and they needed multiple brand integration points while extending their existing "Being Girl" property. Phewwww, that was a mouth full. We thought through a virtual community that allowed girls to set up, decorate, and rate environments. Within these environments they can interact, communicate and exchange
social currency.
MSN page 2
Role: Associate Creative Director | Designer
Info: MSN wanted a way to help expose and draw attention to the tier-two content across the network. We thought of a node based, flash powered, construct that showed the relationships of the various content types. While the user clicks through the nodes, discovering the relationships, supported live search results are fed in to promote query results.
PnG: Home Sweet Home
Role: Associate Creative Director | Flash
Credits: Tasha Lutfi (design) | Richard Worsfold (Flash)
Info: Through original content and audience participation we set out to create an experience within MSN Lifestyles which helps to build community and turn a home into a “Home Sweet Home”. We combined a real-time exchange of ideas with access to subject matter experts to create a truly great home environment. We positioned P&G as a brand leader with the MSN audience by featuring multiple relevant homecare products which help to improve their lives.
Fun Facts:
• Equivalent of 6 years, spent on Home Sweet Home with P&G featured products
• Those with a strong pre-disposition to the brand show strong agreement with three of five brand attributes
• The experience on MSN was not seen as “advertising,” but rather an informative and engaging place to interact with the brand
Sprite: The Wall
Role: Associate Creative Director | deigner | Flash
Credits: Wexley School for Girls (Gorilla marketing)
Info Targeting the urban youth of America we put together an entire vitural citscape for them to play in, and by play I mean tag. Part of the gorilla marketing effort, to help suppot the launch, included driving around downtown Atlanta (Coke headquarters) and projection tagging the various buildings that form its own cityscape. Fun as hell. Thanks Wexley folks :-)
Fun Facts:
• Exposure to “The Wall” site on MSN was memorable among the overall audience and led to increased unprompted awareness of Sprite, as well as increased agreement with all brand attributes
• The site sponsorship (“The Wall”) was able to reach its goal of significantly increasing Purchase Intent among Males & Heavy soft drink consumers
• Site was seen as such a success that it outlived it's life expentency, even after brand repositioning. Site lived for 1.5 years. RIP.
