Heading into the 2018 holiday season, NBA 2K wanted to make sure that every gift giver and game buyer knew that 2K19 was the game to get. We needed to come up with an idea that made it clear to all that 2K19 was the hottest game of the season; the party everyone was at. Essentially, we needed to create widespread FOMO. So we dug into the data and let it speak for itself.
In a year that tore us apart, we still found something worth searching for.
We’ve all dreamt of wielding an actual working lightsaber. But it’s never been made possible, until now. For this two-screen Chrome Experiment, we partnered with Star Wars to push what’s possible on the web by turning people’s phones into lightsabers and their childhood dreams into reality.
For Call of Duty's return to WWII, we threw out the celeb-action-adventure playbook and leaned into the nostalgia of getting the band back together for one more run across Normandy.
To make it a truly global campaign, we dug into the language, mannerisms and habits of players in each market so that the campaign spoke to them personally. It all added up to the highest selling game in Activision’s history and a lot of laughs, conversations and comments along the way.
Starbucks Blonde Espresso doesn't follow traditional espresso rules. It's smooth and subtly sweet, never bitter or hard to drink. Blonde subverts expectations, so we created a campaign that did too—with bright blonde screens, yodeling espresso cups, and a confused yelling voice.
2016 was a pretty rough year. Trump. Brexit. The Refugee crisis. But mostly Trump. Historically, when things go to shit in this country people head for Canada. For the launch of Call of Duty's Infinite Warfare, we wanted to take it a little further.
Ever wish you could follow an X-wing through a city? Change your inbox to the Dark side? Or turn your phone into a lightsaber to battle an army of stormtroopers? Well we did. So we created this. An immersive experience that seamlessly integrated The Force into the Google ecosystem with one simple choice: Light side or Dark.
For the launch of Call of Duty's WWII expansion, we created a campaign full of secrets and codes people could find and actually use in the game. All centered around a team that took the whole "live the resistance" thing a little too far.
Destiny 1 was a big hit. But was largely considered a game for hard core fans. For the launch of Destiny 2, we needed to broaden the appeal. So we leaned into the Han Solo of the gaming world, sacrificed a few puppies, and teamed up with the Beastie Boys for a first ever use of their music in an ad.
To launch Google's new home assistant, we wanted to highlight how different people live in different homes across this country. The launch film aired on Super Bowl, putting a spotlight on diversity at a time when it was being challenged by the president.
To launch Google's new Chromecast device, we reminded people that it's ok to listen to a song on repeat, use TV to win an argument, or get a little fast and furious pep talk—as long as you go all in.
Every year, Google releases a film that looks back on the people, topics, events and places the world searched for. And 2017, more than ever before, was the year the world asked ‘how’. From "How to help Las Vegas" to "How to make a protest sign", this film highlights the ways those queries reflect the joys, struggles and triumphs of 2017.
It's not every day you get to team up with JJ Abrams and Bad Robot to help craft and launch a documentary series about 16 teams made up of ordinary people–a farmer, a teacher, a retiree, and others–chasing their dream across the universe.
To help launch Google's new logo and the completely redesigned Google app, we needed an idea that spoke to the everyday usefulness of the product. So we focused on the answers to life's big dilemmas: what to eat for breakfast, what to do when moving and how to win Halloween.
Meet the Google app.
To launch the newly redesigned Chromecast device, we needed to convey how fast and easy it was to cast things to the TV. So we simplified things down to three simple words: Tap, Tap, Boom.
Twenty five years ago, a group of people with disabilities crawled out of their wheelchairs and pulled themselves up the steps of the capital to protest the lack of accessibility standards. That monumental moment lead to the passing of the Americans with Disabilities Act. To celebrate the 25th anniversary, we returned to those stairs and others throughout Washington D.C., transforming them into works of art honoring the heroes of the Disability Rights Movement. And to make it fully accessible, we partnered with Google to give audio and visual directions to each piece through Google Maps.
To launch the new New Beats Solo headphones, Beats by Dre came to us looking for something that would make a splash. Something that would celebrate their new line of colors and stand out in a big way. So we created a series of bold posters, print ads, interactive banners and building wraps, associating each color with a word that would give it a unique personality. A combination of character that couldn't be ignored. And then we papered them across the country in an epic blast of Beats color.
To launch Skylanders Imaginators, a game that let kids create their own characters, we wanted the kids to have full control of the marketing as well. What we got was something no adult could ever think up.
Every Camry has a story. And every story has an Effect. What's yours?
That was the premise for a campaign that invited millions of Camry drivers across the country to tell their story and see the effect it would have on others. To really kick the Camry Effect into gear, we launched a Super Bowl campaign that included 2 TV commercials, 4 documentaries, the first ever Shazam car giveaway and the ability to make a friend's day with the gift of a new car.
How do you celebrate a car that’s played a part in more first dates, first kisses, road trips and first drives than any other car in America? Easy. Make it the most reviewed car on the planet. And, along the way, allow people to illustrate and share their Camry stories, moments and memories.
This is the essence of the “Camry Effect”—an interactive, online experience that invites the nearly seven million Camry drivers in America to detail their Camry experiences. The result? A series of dynamic, personalized “Effects” specific to you and your time with Camry.
A team of world class athletes with one common goal: to Make Themselves the best they can be and inspire others to do the same. Shot by photographer Annie Leibovitz, the campaign encouraged women everywhere to join the Make Yourself movement and offered motivation via videos, a training app, personal shout outs on social media and messages from world-famous athletes.
The Bay Area Impact Challenge funds local nonprofits by letting the community vote on who gets the money. Problem is, voting online is boring and few people do it. So we made it a little more interesting by turning paper posters into digital interfaces that people in the community could interact with.
The hamsters are back and this time they're getting their geek on as they create Kia’s first ever electric car—the all-new Soul EV. For the launch of the first ever electric Soul, we partnered with Maroon 5 and the VMAs and secured exclusive rights to offer a download of the new track "Animals" to anyone who visited our site for the first ten days after the song launched.
In the last 500 years, human activity has forced 816 species to extinction. What if it were the other way around? This campaign flipped the perspective on this shocking reality by transforming an underground passageway into an animal shooting range. Only this time, the animals had the guns.
Our challenge was to promote the beneficial jolt coffee provides to a country (China) bent on tea. How could Maxwell House make the "wake up" benefit of their coffee clear to office workers on their early morning shuffle into work?
Our solution? Give them a shot of adrenaline.
In China, 21 million kids have been relocated to cities with their migrant working parents. A quarter of them have no hope of ever getting an education.
These installations capitalized on the growing art movement in China by getting people to stop, think and appreciate these kids through donations. So much so that enough money was raised to commission a new school and enroll 950 new students.
To convey the whitening power of Pond's Sun Shield to an Asian population deeply concerned with having light skin, we converted a billboard into a sun shade during Beijing's 90-degree summer heat.
Go Hard. Go Fast. Get Free. We created this interactive video to inspire athletic women everywhere with the movement Nike Free allows. Featuring all star athletes and Adele's hit song 'Rolling in the Deep', it was a catalyst for a movement that inspired millions to Make Themselves the best they could be.
With these two words, we evolved the Nike Women Facebook community from a fan club of 30,000 women to a force of over a million aspiring athletes in just under 8 months. Using known athletes as inspiration, and offering tips and tricks on training, real women were then elevated and celebrated for their declarations and achievements in a social campaign that ignited the masses.
The 2014 Kia Forte was packed with cutting-edge gadgets and state-of-the-art gizmos. So we needed to come up with something suitably innovative to highlight its futuristic features. Enter the Kia Forte Techathlete Games, a tongue-in-cheek test of tech talent where players compete in a series of games to prove they’re worthy of the Forte.
How do you engage an ambitious, urban target across a variety of Asian markets?
Encourage them to Keep Walking.
Some longer copy manifesto type things I’ve written for different clients/projects over the years.