PORTFOLIO
"Big Dreams"
SF Japan "Oēn Chan" :Branded Short
SF Japan "Big Dreams" :30
SF Japan "Big Dreams" :15 Sales Teaser
SF Japan "Big Dreams" :15 Service Teaser
CAMPAIGN Our stories performed quite well when localized in Japan, so they reached out to collaborate on something specific for their market. Concurrently, I was searching for a bandwidth solution at HQ. I’d wanted to test how content in a foreign language would resonate with U.S. audiences. 69% of U.S. audiences watch content with captions 80% do so while on a mobile device The most streamed show in history is Korean A foreign film won best picture a few years prior The goal was to see how this translated in the marketing realm, to test if we could begin localizing global content to share across regions, becoming a fully integrated global company. We decided on a campaign to inspire small business owners to dream big and succeed with the help of Salesforce, where the main piece would be a branded short, because movies can be places to dream, so why not make a short film to inspire dreamers... And, with various media placements in mind from web, social, in-flight, taxi, train, and subway, to outdoor digital spaces, mobile, broadcast, and more – all driving to the branded short and it’s landing page, we attempted to do just that. SPECS Budget: 400K Timeline: 12 weeks Deliverables: Branded Short / :30 / :15 x4 Teasers / :06 x4 Bumpers / Mobile Spot / OOH Success Metrics: Drive SMB Traffic / Generate Engagement in U.S. RESULTS SMB traffic immediately spiked Millions of collective views + hundreds of thousands of engagements Thousands of organic YouTube views in U.S. within first hour alone Groundwork laid for cross-regional localization and global content sharing
"Carol"
Salesforce "Carol" :Small Business Story
Salesforce "Carol" :30
Salesforce "Carol" :Mobile Spot
CAMPAIGN Our suite of SMB Solutions had expanded to better grow our market share, and with it, we needed to show potential customers how it could help their companies grow as well. Our target spanned entrepreneurs looking to expand upon their businesses, in whatever new direction they may choose, to those just looking to grow their customer base within their existing models. So, we created a relatable small business story around “Carol,” showcasing how even the sky may not be the limit when Salesforce is there to help. This was also one of our first forays into different media buys, including in-flight, transit, and OOH digital placements, all of which proved successful, with in-flight being such an effective pipe-gen source, that it became a new standard placement for us moving forward. SPECS Budget: 200K Timeline: 8 weeks Deliverables: Small Business Story / :30 / Mobile Spot Success Metrics: Generate Quality Leads / Increase Deal Closings / Boost Mobile Engagement RESULTS >60M Marketing Pipeline >15M Associated ACV ROI: Cost x 75 Set the standard with the most website traffic via mobile CTR
"Jane"
Salesforce Mobile App "Jane" :Product Story
Salesforce Mobile App "Jane" :30
Salesforce Mobile App "Jane & Pete" :30
Salesforce Mobile App "Jane & Steve" :30
CAMPAIGN Though Salesforce had always maintained a mobile presence, it was limited in function, primarily resizing select desktop features, until now. With the launch of the fully integrated Salesforce Mobile App, we needed to create an awareness campaign showcasing how its capabilities had evolved to give salespeople all the tools they needed, to sell from anywhere. After the success of the initial launch and audience appreciation for “Jane,” we brought her back for another round, this time adding episodic :30s and some strategically placed AR spots, driving travelling salespeople directly to the app store. SPECS Budget: 200K Timeline: 8 weeks Deliverables: Product Story / :30 x5 / AR Spots x4 / Digital OOH Success Metrics: Generate Audience Awareness / Drive Traffic to App Store / Increase App Downloads & Adoption RESULTS >80M Marketing Pipeline >20M Associated ACV ROI: Cost x 100 >250K App downloads in first month of campaign
"Carl"
Salesforce "Carl" :Small Business Story
Salesforce "Carl" :Experiential Landing Page
CAMPAIGN Meet Carl. The directional turning point for the entire Salesforce brand. This small SMB campaign forever changed the brand identity of Salesforce from being a highly aspirational entity, to a lighthearted, fun, and relatable brand customers were quick to embrace. At the time, outside of some events-related marketing (see below: SaaSy), Salesforce blended in with its contemporaries. To put it bluntly, as a certain CEO mentioned, if an Oracle, SAP, or Cisco logo were there, it’d be the same. So, we tested something different - risky at the time, starting small in the SMB sector - with an idea that proved so successful it became the launchpad for the brand customers know and love today. We created a Small Business Story, around “Carl” and all the roles he needs to play when starting his business, which, turns out, are pretty much a breeze thanks to our SMB solutions. After it's initial success, we followed it up with an experiential, campaign-themed landing page where users could take a deeper dive into each of our department-specific SMB offerings. SPECS Budget: 50K Timeline: 3.5 weeks Deliverables: Small Business Story / Experiential Landing Page Success Metrics: Expand Reach / Generate Quality Leads / Increase Market Share / Separate Brand from Competitors RESULTS >3M organic YouTube views (Remains historical high: Hey, it’s B2B) >50M Marketing Pipeline >15M Associated ACV ROI: Cost x 300 Rebranded Salesforce as fun + playful + personable: forever distinguished from its competitors
"SaaSy"
SaaSy "Breakthrough" :Social Teaser
SaaSy "Standing By" :Social Teaser
SaaSy "Up Top" :Social Teaser
SaaSy "Like" :Social Teaser
CAMPAIGN I had just left the agency side to join a tech company. Three days in, I learned my new place of employment had a mascot that looked like a no-smoking sign, with the word “software” replacing the cigarette. Deep breath. What did I do? What will my agency friends think? A few moments later... Who wants some lemonade? So I pitched some social spots starring “SaaSy” to boost Facebook engagement, increase app downloads, and help drive registration for our annual Dreamforce conference. Also, to spin this mascot revelation into something my young, arrogant self would be proud to own amongst my agency alums. SPECS Budget: Ha! Timeline: 2.5 weeks Deliverables: Social Teasers x5 Success Metrics: Boost FB Engagement / Increase DF App Downloads / Drive Registration / Grow SaaSy Fanbase RESULTS >1M FB impressions 65% increase in DF app downloads 143K DF registrants up from 70K the previous year SaaSy’s photo line at Dreamforce was its longest in history
"Redd 'The Laser' Laser"
RedLaser "Bad Muffin" :30
RedLaser "Trying on Jacket" :30
RedLaser "Lasering Flashcards a Bunch" :30
RedLaser "Totally Bookin' It" :30
CAMPAIGN RedLaser was an app that allowed users to compare prices from different vendors in the area, and online, by using their phone’s camera to scan the barcodes of items while shopping. It could also be used to quickly identify ingredients users may have red-flagged for their purchases, view related content, earn rewards, and create shopping and wish lists, etc. They’d been acquired by eBay, but with adoption marginally growing, they wanted to do something to gain a larger user base, expeditiously. We decided to gamify the app during the holiday shopping season to maximize new user adoption. We created an “expert/fanboy” character to promote the “RedLaser Games,” rolling out a series of spots, alongside some interactive social pieces, leading up to the launch. The rules were simple; contestants were automatically entered to win Redd's holiday wish list, along with their own, created in-app, by scanning items. SPECS Timeline: 6 weeks Deliverables: Digital Episodes x5 / Experiential LP / FB Page / Rich Media Digital Ads Success Metrics: Boost App Usage / Increase Downloads / Grow User Base RESULTS >950K active users during campaign >2M downloads leading to >18M more in the months following Most active RedLaser holiday season to date
"Football Resurrected"
2K "Football Resurrected" :30 featuring Rakim
2K "Rice Returns" :Teaser featuring Rakim
2K "Give Me Real Football" :Teaser featuring Chali 2na
2K "My House. My Rules." :Teaser featuring Casual
CAMPAIGN After a few years hiatus due to EA signing exclusive rights with the NFL, 2K was coming back with legends of the game. Naturally we brought on legendary artists to hype gamers for its return. In addition to broadcast, leading up to its release, hip-hop legends Rakim, Dead Prez, Jurassic 5, and more, dropped episodic, weekly releases of spoken word mixed with never-before-seen game footage, rallying gamers longing for a football game not beholden to the “No Fun League’s” rules. Our releases simultaneously dropped on our 2K “Football Resurrected” Landing Page, FB, and YouTube, with wheat pastings for each episode appearing the night before in major cities around the country - all coinciding with an underground, early access tour where gamers could battle it out in front of large crowds on the big screen with the backdrop of live performances headlined by featured hip-hop artists, and soundtrack producer DJ Z-Trip, leading up to one final legendary launch party on release day. SPECS Timeline: 10 weeks Deliverables: Episode Drops x6 / :30 / OOH / Experiential LP / FB Page / Rich Media Digital Ads Success Metrics: Create Buzz for Game Release / Generate Gamer Interest / Increase Site Traffic RESULTS Millions of collective views Thousands of hyped gamer posts on forums and gamer sites >20% spike in 2K site traffic People still sell posters of our stolen campaign artwork on eBay (see clip above)
"The Beer Runner"
Miller Lite "The Beer Runner" :Branded Mockumentary
Miller Lite "The Beer Runner" Site Pt 1 :Nightmares & Break Fu
Miller Lite "The Beer Runner Site Pt 2." :Theme Songs
Miller Lite "The Beer Runner" Site Pt. 3 :French Film & Blog
CAMPAIGN There are times when you just need a Miller Lite. Moments where you forgot to plan, and ran out. Unforeseen moments, where having a Miller Lite would’ve been the icing on the celebration cake. Moments where it is virtually impossible to go on a beer run. Miller Lite tasked us with solving this issue… So we created a self-appointed, mythical hero, seemingly stuck in the year Miller Lite was born, who delivers it to those in need, documenting his runs and thoughts “for the people.” Our pitch was for Will Ferrell to play the official role, creating a campaign around “The Beer Runner” bringing Miller Lite to beer lovers in need, while reminding us all to be more prepared in the future. SPECS Timeline: 3 weeks Deliverables: Mockumentary / Experiential Microsite Success Metrics: Position Miller Lite as Go-To Beer for Beer Lovers / Drive Sales RESULTS Character/attire deemed too silly and killed by client Featured in The One Show Night of the Living Dead Exhibit Shortly after, Bud Light ads showcased a similarly fashioned Will Ferrell, igniting sales…
"Decision '08"
NFL Tour "Lights Out" :Campaign Ad
NFL Tour "Site Walkthrough Pt. 1" :Pitches & Debates
NFL Tour "Site Walkthrough Pt. 2" :Ads, Kits & Voting
NFL Tour "Winner" :Reveal
CAMPAIGN EA was releasing a new NFL game and needed to build a fanbase. We figured the fastest way was to piggyback onto the existing fanbases of athletes, who were already being considered for the cover of the defensive-forward game, by letting the fans decide. With the release date coinciding with an election year, it was a no-brainer to mimic our presidential election campaigns for the candidates, complete with campaign pitches, ads, debates, slogans, swag, and a place to cast your vote. In the end, letting the fans choose and support their candidate through the election cycle, immediately gave EA a vested fanbase they needed for the game’s launch. SPECS Timeline: 12 weeks Deliverables: Experiential Microsite / :30 x3 / Radio / Rich Media Digital Ads Success Metrics: Create Buzz for NFL Tour / Build Voter Base for Cover Athlete / Increase Site Traffic RESULTS Hundreds of thousands of site views >8 min avg site visit >30K votes cast within hours First game to let fans vote for cover: later adopted by Madden and FIFA
"Heroes Jump"
MOHA "Husky" :Interactive Experience
MOHA "Der Flakturm" :Interactive Experience
MOHA "Market Garden" :Interactive Experience
MOHA "Heroes Jump" :Experiential Ad
CAMPAIGN The highly acclaimed “Medal of Honor” franchise took to the skies, launching gamers from planes as paratroopers in the 82nd Airborne Division. With this installment, players would choose their assault from above, before launching their ground attack, and it was our mission to showcase this storyline, in order to generate hype around the game’s launch. What better way to build hype and show off gameplay, than to actually let gamers “play” the game before its release? With that, we created the first-of-their-kind “choose your own adventure” gameplay ads, and experiential landing page, immersing gamers in gameplay footage, while giving them over 30 different paths to navigate, with each outcome unique. SPECS Timeline: 12 weeks Deliverables: Experiential LP / Interactive Digital Ad Success Metrics: Create Game Buzz / Increase Site Traffic / Increase Ad & LP CTR RESULTS Millions of ad and site views >4 min avg time spent in ad >12 min avg LP visit >16% combined avg. CTR