NYX's flagship store in Union Square is chock full of digital experiences I produced, including ColorCast, a sculpture of 50 ipads and iphones. Using a Kinect sensor, this sculpture reads the colors a viewer is wearing and surfaces content in that color scheme. Users can also pick colors they would like to see featured. The store also features a custom palette builder. After you build your digital palette, LED <3s act as wayfinders for easy product location. Finally, brand new Brush and Lash bars round out the store. You can read a little more about it from WWD, here.
We created a custom Internet of Things button (that looks like a tap!) as well as an Alexa skill so that MillerCoors could introduce on-demand ordering. With a simple push of a button or a voice command customers can have beer delivered in an hour or less thanks to our partnership with Drizly. Cheers!
Hershey's Digital Innovation Team wanted to know what 21st Century vending could look like, so we created a customized interactive vending experience. What better place to test it out than Radio City Music Hall during the Christmas Spectacular? Visitors could choose a holiday filter, take and receive a selfie to share and get a Cookie Layer Crunch candy bar. Hugely popular, people spent nearly a minute with the machine on average.
NYX Cosmetics, beloved by young makeup addicts everywhere, began opening their first stand-alone stores in October 2015. They're up to store 20 already in 5 countries and they haven't even begun to dent their rollout plan. The stores have interactive experiences at their core, essentially bringing in the customers' best-loved online habits into the retail space. Check out the case video here. The shoppers' love of YouTube tutorials translated to exclusive influencer-produced tutorials for the Beauty Bar. Hashtagged instagrams are displayed on large Trending Walls. Customers are motivated to post and tag their looks so they too end up on these in-store displays. Scanners around the store pull up more Instagrams from the community rather than prices and provide social validation to shoppers. There are constantly new interactive elements being developed and launched.
These stores were a key component in WWD naming NYX Cosmetics "Brand of the Year" in 2015, calling them a "company firmly focused on the future."
You'll be able to see the work live, no doubt, as their expansion plan is n-u-t-s. Till then, check out the video above as well as a nice overview from WWD.
"As far as how brand marketers can benefit from the smart city, one need look no further than MillerCoors to understand how the Link can work. Using data from the music service Shazam at each location, the brand's "Sounds of the Streets" campaign features lists of the most-Shazamed tunes in the area." - Adweek
This super cool Coors Light experience was one of the launch partnerships with NYC's brand new free Wi-Fi kiosks, LinkNYC. Before the kiosks were in the ground, we did a teaser OOH message on the old phone booths that were soon to be replaced, notifying passersby that we would be "Refreshing this Space in 2016." When the Wi-Fi kiosks were installed, the fun began. We partnered with LinkNYC and Shazam to deliver a geo-targeted message in an entirely new way. Upon interacting with the Coors Light ads that were displayed on LinkNYC's 55" screens, users receive real-time playlists of what's being Shazam'd in that very neighborhood. And of course local bar info is also on tap. You can check out the case video above or read an overview about the experience here.
Silver Clio winner.
While we were at SXSWi, a couple of colleagues and I were interested in chatting with some start-ups who don't come to the festival. We decided to go on a little road trip after SXSWi to see who we found and to test out some technologies along the way. So we crammed 5 people in an SUV and drove from Austin to Nashville, interviewing, filming and ultimately editing 17 videos of our experiences on the road. Here's our interactive website of the trip, which was in fact, the Ultimate Test Drive.
Finding new and engaging ways to personalize messaging is what it's all about these days. We revamped existing BMW content to make an interactive video where viewers could literally change the color of the car in real time. It's linked here; just open in Safari and play with the colors on the left to experience it.
One of my most comprehensive projects at the Lab has been to produce the entire branding of the Lab itself. An editorially focused responsive website and an iOS research app are the cornerstones of the Lab’s externally facing properties, but the brand and the design permeates each and every facet of the company – both digitally and in the physical world.
Obsessed with the impact that messaging apps were having on teens, we couldn't have had a better partner than the royalty of Millennials, One Direction. To help promote their album 'Midnight Memories,' we created a first of its kind program and launched the 1D Kik Card. Not only did Directioners flock to it, but more importantly, it opened up an entirely new sales channel for Columbia Records, with a new way of marketing: the more records that were bought by the community as a whole, the more exclusive content was released by the band.
You’ll need to download Kik on your mobile device to see it live – or just watch the case study video below.
Featured in Contagious Magazine, Smarties Mobile Marketing Gold Winner, Festival of Media + Digiday Content Marketing shortlists
Robin Hood is an amazing organization whose mission is to fight poverty in New York City. They apply hedge fund metrics to maximize the impact each dollar makes, have no endowment and are basically all-around good souls. It means a lot to me to work with them; here are a couple of short films I produced for their mega fund-raising efforts.
Welcome to the world’s first donation-based film series. The story begins with Tarla – a young girl who dreams of an education. Whether she realizes this dream, however, is up to the user. Her story progresses only when the audience makes donations, which unlock new chapters in a chain of YouTube videos. Each donation not only has immediate filmic consequences, but real life consequences as well.
One Show Interactive Gold Pencil Winner, Bronze Cyber Lion Winner/Cannes, FWA Site of the Day, 4x Webby Honoree, Tomorrow Awards Shortlist. Most importantly, this work helped support 10 years of education for 58,000 Indian girls.
I co-created and produced this music video for the band Valley Lodge. I did it through my little production company, Yard Sale. We got hundreds of thousands of views and tons of press - for a band pretty much no one had heard of. Plus was able to do the casting...and that was awesome.
Unfortunately, you can’t find this type of furniture at Ikea. I know, I’ve looked. Often.
Pampers was very proud of all their efforts to reduce their impact on the environment and wanted a place where parents could learn all about it. The EcoNursery was a hub where this green story was told via a playful, interactive pop-up book that merged animation and video.
A rented bolex + 10 minutes downtime during a print shoot = over a 1.1 million hits on YouTube. “Kiss” ended up on the air, too, as part of E’s pre-Oscar red carpet show, driving people to the Rembrandt’s Brilliant Mouth site – and to where an even feistier nighttime version existed.
One of the most fanciful projects I’ve ever worked on. Also features my most favorite celebrity I’ve ever worked with: Taj the Elephant of “Operation Dumbo Drop” fame.
This anthem spot introduced a new line of colorful computers and was the centerpiece to Dell’s relaunch. Plus it has the Wayne Coyne stamp-of-approval.
The TBS Department of Humor Analysis was continually trying to discover what people find funny. Here are some of films used to promote the humor study. They were part of the campaign which won a One Show Gold and Silver and Cannes Gold Lion. Oh, and if you want to know what I sound like when I laugh (and who wouldn’t, really?) go to the Periodic Table of Laughter, Female.
Fact: Schwinn Bikes equal happiness. Really.
The Blue Q Sales Team sure knows how to sell products. Viewers were able to choose who should pitch to them - a Babe or a Hunk - based on sexual preference. Personally, I like to be sold to via a Hunk, so that's what I've included here. The pre-roll for these products were equally hot. Just to be fair, I've included one of the Babe.
What better way to get shoppers to the store early on Black Friday than creating the world’s biggest wake-up call? People could choose from a number of characters for their wake-up call, from Darth Vader to Heidi klum to a rooster to a crying baby & more. Phone and web content, as well as personal pleas from each character to choose them were part of this effort along with the TV spots. Over 400,000 people signed up for a call & Target had their most successful sale ever. One of Adweek’s Top 10 campaigns of the year.
FULL DISCLAIMER: I did not produce this commercial, but I did all the Music Supervision on it. Whenever uber-director Tom Kuntz asks me to be involved on any aspect of one of his projects, I’ll be there. Especially when it comes to music, which is one of my favorite parts of the process anyway.
What better way to punish unmanly behavior than to crush the offender with a giant beer can? And, yes, the cans were practical and no real men were ever hurt in the filming. This is just one spot from a Bronze-winning One Show campaign which went on for years & encompassed nearly 20 commercials.
This is one of many shorts that made up the Super Premium Films series. These were shown as part of the 10 Cane cross-country tour which introduced the rum to influencers everwhere. They were featured on IFC as shorts and were made as special DVDs and given away to Interview Magazine subscribers.
Crunch wanted to do a major overhaul of its brand & this animated series called “The Crunchers” was one of the central components to their re-branding. Each episode featured a different type of gym rat and drove home the point that everyone is truly welcome at Crunch.
Full Throttle energy drink was The Coca-Cola Company's bold move into Superbowl advertising, typically associated with Pepsi. As part of this product launch, mini-documentaries of the characters in this parade were also featured on a microsite, along with manly games & other manly content. We actually blew up a real house on this shoot, but what I find most impressive is the fact that Coke actually agreed to the LET YOUR MAN OUT tagline!