To tell the human side of how IBM uses big data to benefit its business partners, we told the story of a dog. More specifically, we told the story from the perspective of a dog being trained by Guiding Eyes for the Blind. An IBM partner who uses cognitive insights to collect behavioral data of every one of their dogs on a constant basis.
Press
Creativity Pick of the day 3/14/16
To compete with the big boys, KIND snacks needed to find a way to increase trial, while staying true to their small-brand feel and social mission to celebrate kindness. So we created #kindawesome: a program that rewards kindness, with KIND bars. We simply asked participants to spot a kind act and send a KIND snack at howkindofyou.com.
Every chill-inducing, tear-inspiring, world-unifying moment of the Olympic Games on Xfinity can be felt in the iconic notes of one unforgettable song. Bugler’s Dream, AKA, ‘that one Olympic song’. So in anticipation of the 2021 Summer Games - a little girl leads us all a nationwide singalong.
Right on the hells of our Summer Olympics singalong, we used the Olympic anthem as a thread, while our heroes inspired the next generation of athletes watching at home.
How do you get anti-choice activists to take a moment to listen to pro-choice messaging online? By giving them a choice of their own:
Either watch a pro-choice pre-roll on Youtube that could open your mind to a new perspective…
Or press skip—and automatically fund abortion medication to someone in need.
The result? a win win for abortion rights.
Of 1.1M anti-abortion viewers:
282,000 watched the full film.
816,000 pressed skip.
175 abortions were funded.
$17,000 was raised for the Abortion Freedom Fund.
Note: I was responsible for initial concept and anti-skip construct for this project - it was built upon, killed, revived, and produced by my partner Dan White along with the larger/incredible team at 72andsunny. Please ask and I can tell you more.
Target has everything kids need to take on any school challenge with their own personal style.
The Youtube community is a strange and wonderful place filled with wildly popular personalities, loved for always staying true to who they are. So when we were asked to encourage youtube viewers (statistically the most underrepresented demo in national elections) to register to vote for the 2016 presidential race, we wanted to find a way to let each unique creator’s personality shine through, while giving viewers an immediate way to take action in the real world. Or as we called it, #VoteIRL.
On national registration day, we asked Youtube creators to upload their own 1 min and 34 second video (the exact amount of time it takes to register online). Nothing preachy, just shorter versions of the type of content they create on a regular basis - with one small difference - that they ask their viewers to click through the link and complete their registration while watching. So when the video ends, viewers should be entertained, but also registered.
Hundreds of YouTube creators participated, each reaching their own audience in their own way for over 11 million total views, and 1.7 billion impressions.
Then, (and no big deal here or anything) we got President Obama to help us out on Election day, by reading a short prepared script encouraging Youtubers to get out and #VoteIRL
Press
IBM Cloud data services can be quite dull, but what it provides to businesses everywhere has the power to affect us all on a very personal level. So to demonstrate its human impact, we told the story of one ultra marathon runner who relies on IBM's partnership with RunKeeper in a remarkable way. Meet Simon Wheatcroft.
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Creativity
Legendary hip hop producer, The RZA, remixes tracks to represent the individual riding styles of Nike’s 6.0 athletes.
The digital divide is an epidemic in America. A growing chasm between students with easy access to technology and those that are being left behind. As a way to showcase their efforts to close the divide, and draw awareness to the systemic and infrastructural change required, Verizon partnered with filmmaker Rory Kennedy to create a documentary - Without a Net: The Digital Divide in America.
And to promote the documentary, we built a grassroots campaign around the many faces of those students, and the stark contrast between the haves and the have nots.
In order to illustrate the important job of acoustic diagnostics, we collaborated with musician, Matthew Dear and GE Acoustics Engineer, Andrew Gorton, to gather over 1000 discrete samples recorded at GE facilities. From these, Dear composed an original track featuring the sounds from the world's largest machines.
The entire library of sounds, the track, and the film was offered as a bundle on BitTorrent to encourage other musicians to create their own mix of GE sounds.
The bundle received over 1.6 million downloads.
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Engadget
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ET News Korea
As a way to grow loyalty towards a Japanese brand in a very American sport, We gave NASCAR fans what they've always wanted: the ability to sponsor cup cars with their own custom designs and the chance to see their creation come to life at the All Star Race.
Recognition
One show Interactive: Silver for Integrated campaign
One show: Bronze for Integrated campaign
FWA site of the day
Young emerging artists join a live Cuban band for of-the-moment, improvisational studio sessions in celebration of Bacardi's Cuban heritage. Each session resulted in newly imagined versions of the artists' popular tracks.
A new session was posted every 2 weeks on a first-of-it's-kind Bacardi Pandora Station.
Results
Over 600,000 subscribers
Average engagement of 11 minutes
4.2 million video views
Interactive game that allows friends to prank one another by unleashing a bizarre alter-ego (Your Other You) to travel across the country for a visit in a Toyota Matrix.
I was a part of a larger team on this campaign, responsible for bringing these characters to life through back stories, video content, social presence, death metal songs, and more.
Recognition
Cannes: Titanium Lion Shortlist
Shoppers planning for Target holiday sales are visited by their own personal greek choir - The Deals Duet.
A complete rebrand aimed at changing Sonos Home Audio from a Gizmodo-friendly electronics brand, to a culturally relevant music brand. It included a logo redesign, product rename, packaging, and a complete rebuild of their ecommerce site.
In this year's holiday broadcast campaign the Target bag inspires shoppers to dream big, and save bigger by bringing their holiday fantasies to life.
It's time to put down the headphones and bring back the face-melting, visceral experience of listening to music out loud, in every room of your home.
To launch the 3rd Generation Prius, Toyota introduced the idea of harmony between man, nature, and machine.
Remember when the world ended on December 21, 2012? Yeah, same. Well, at the time, it seemed like a pretty big deal. So we decided that Shock Top should sponsor it, by becoming the Official Beer of the End of the World™
To celebrate properly, we created The Final Challenge. A contest that allowed fans to challenge up to 3 of their friends to join them for something (anything) huge before the end. With one caveat - you sign up, you win, we're gonna make you do it. Each month during the last 4 months of existence we selected a new winner and their friends to send on their doomed adventure.
For good measure, we also re-skinned Shocktop.com with a more armageddon-friendly motif, featuring our ever-present countdown clock to doom, and ran seasonal retail print (the season of annihilation).
Mom is the hero of every family, so to tell her that the entire line of Justice League products was available at Target, we put it in terms she would understand.
Side note to comic nerds: This is the first time that the newest style of illustrations for the Justice league were put into animation.
