Samsung neo qled
A newspaper clipping. A signed helmet. A jockstrap encased in glass. College sports fans collect a wide array of items to prove their devotion to their teams. But no fan shrine is complete without the 85" of breathtaking visuals that only the Samsung Neo QLED can deliver. Using our in-house fan database, we were able to create a campaign specifically targeted to the supporters of 20 of the biggest college sports programs in the nation.
As our overall campaign strategy was to deliver creative specific to each team’s fanbase, we needed to achieve scalability in production. So we’d shoot a spot featuring one specific team, redress the set and populate it with another team’s colors, memorabilia and collectibles, and then shoot it again. This process was repeated twenty times to produce over 125 pieces of creative content for CTV, programmatic banners and videos, and social posts.
2022 Digiday Award for Best Advertiser in TV or Video
2022 CLIO Bronze Award
2022 Webby Awards Honoree
Made at LEARFIELD . CCO: Walt Whitman / CD: Jason Vogel / CW: Sean Azze
The Ohio State University :30 spot
Campaign Sizzle
University of Alabama :15 spot
University of Washington :30 spot
University of Michigan :30 spot
University of Texas :30 spot
MICROSOFT OUTLOOK
Outlook.com is Microsoft’s answer to Gmail. It features a clean, uncluttered, critically acclaimed design, next-level organizational tools like “Sweep”, a contact list that automagically updates itself from Facebook, LinkedIn and Twitter, and the barrier-busting ability to attach and send hundreds of huge files — up to 7 GB — in a single email.
Made at Deutsch. CD: Sean Lee / ACD: Roxy Weisbard
GRAND CENTRAL STATION TAKEOVER: Tasked with introducing the new look and unlimited Attachment feature of Microsoft Outlook, we created a TAKEOVER to vividly show New Yorkers just how useful Microsoft Outlook could be in their daily lives.
NYC BUS WRAP: WE BROUGHT TO LIFE OUR IDEA IN A BIG WAY, WHILE TAPPING INTO AN INSIGHT ABOUT TOURISTS: THEY LOVE TO TAKE PICTURES.
FORDPASS
Spots made for the FordPass app, specifically the FordPay and SmartLink features.
Made at GTB. CD: Kirik Sudosa / CW: Clarence Ford
SMARTLINK TV: You don’t have to own a new Ford to enjoy the latest features on the fordpass app. with a smartlink installed into your older vehicle, you too can enjoy the complete control of a newer model..
FORDPAY TV: People want to spend their time on things that matter to them, not on their bills. FordPay allows you to pay your bill in seconds.
we demonstrated just that by showcasing how quickly you can get back to the things you care about (or should care about).
LEARFIELD
DIGITAL
Our way of showing prospective clients what we do.
Made at LEARFIELD. CCO: Walt Whitman / Copywriter: Sean Azze / Ntropic.
OREO
CRUMB CASE
It was a Friday night and I was tasked with finding ways to reinforce the idea that Oreo was milk's favorite cookie. After hours of concepting, the 'Eureka!' moment came when I dropped my pen and the paper read, 'Oreo Tea Bag'. (Featured on Gizmodo & Buzzfeed).
Made at Miami Ad School. AD: Michael Malz / CW: Spencer Campbell
Also featured on:
adsoftheworld.com - Gold - Professional Category
The Daily What.
The Inspiration Room
PSFK
Complex
FORDPASS REWARDS
When customers enroll in FordPass Rewards, they accumulate points toward perks like discounts on service and new vehicle purchases. A good thing, right? But only if you can get people interested enough to join. To do that in the chaos of the digital/social landscape, we had to make them notice the news. So instead of traditional photography, we went with eye-catching, 3-D art. And thumb-stopping copy.
Made at GTB. CD: Kiril Sudosa / CW: Clarence Ford
MUSTANG (DIGITAL VIDEO :15) For the bulk of the communications (and for the sake of being different), we avoided using any Ford vehicle imagery. However, of all the things that “come standard” in life, we thought it would be fun to play around with what comes standard on one of the most familiar icons in the world - the Mustang.
Visual direction: Eye-catching and thumb-stopping could only work with an out-there style that aroused curiosity and demanded a look. As a global campaign, we didn’t want to just be different from the typical Ford ad. We wanted to be different from anything else out there. So we blew up the Ford brand palette – with vibrant colors and an offbeat typeface treatment across all executions.
Instagram: The Gratitude Comes Standard campaign is all about individual expressions that each contribute to telling the whole story. These bite-size pieces are perfect for our media buy, which was predominantly social media. Little quick-hitters beckoning people to enter a crazy, colorful world – and ending with an easy call-to-action to join FordPass Rewards.
FACEBOOK: To accompany the colorful ads we ran on Instagram we also created a mix of rich media and static content.
OUTDOOR: One of the strengths of Gratitude Comes Standard is the sheer variety of subjects and topics we could play with. Along with generic, everyday “standard” occurrences like losing socks in a dryer, we could also easily target specific markets with “standard” items that resonate deeply in local or regional markets. Like the Alabama Crimson Tide’s 17 National Championships.
IN-APP MESSAGE: The Gratitude Comes Standard campaign primarily targets existing Ford owners. The FordPass Mobility App allowed us to communicate directly to them. THE IN-APP MESSAGING GOT A LOT OF CLICK THROUGHS AND SIGN-UPS AS A RESULT.
OTHER ARTWORK: ALTERNATE “AS STANDARD AS” LINES AND IMAGERY.
NIKE
FOOTBALL
An ode to the truth that the number on an athlete's jersey represents more than just a number. (Credit: AD/CW)
(Personal Project)
CASTROL
EDGE
Castrol Edge is super-thin and is the only motor oil with titanium in its recipe. It works when you need it the most. It works in the clutch. Just like the athletes of the NFL.
Made at Ogilvy.
DIRECT MAIL CAMPAIGN (the beginning): THE CASTROL CLIENT CAME TO US WITH A DIRECT MAIL ask THAT WOULD BE SENT TO OVER 500,000 HOMES ACROSS THE UNITED STATES. What seemed like a typical request, turned into something more. Castrol edge brands itself as a micro thin titanium strong synthetic. What the client wanted was to create a DM piece that showcased their brand attributes but also promoted their sponsorship of the nfl by giving away free “titanium strong” training tee shirts.
we decided to make the direct mailer out of a strong plastic that is used in metro cards for nyc transit, it’s material is untearable, thus exemplifying titanium strength in a micro thin form. the client loved it so much, they decided to team up with the strongest player in the nfl to see if he could beat the mighty piece of direct marketing (funny how a DM piece can turn into digial video content).
DIGITAL VIDEO: Two time Super Bowl Champion Vince Wilfork loves one thing in the world: tearing his mail. But today, HE WAS FINALLY GOING TO MEET HIS MATCH.
NFL.COM CASTROL CLUTCH PERFORMER OF THE WEEK: With the approval of the NFL, we started hosting a block of time every Sunday during the NFL season to sponsor the Castrol EDGE Clutch Player of the Week BECAUSE CASTROL EDGE WORKS IN THE CLUTCH. WE ALSO CREATED A SKIN THAT WOULD TAKEOVER WHEN OUR VIDEOS WOULD PLAY ON NFL.COM (CLICK TO ENLARGE).
POINT OF SALE (AUTOZONE FLOOR MATS): In order to announce the Castrol EDGE partnership with the NFL, we needed to bring the asphalt domain of Castrol EDGE together with the gridiron of the NFL. Visually joining the football field with the highway, we created in-store floor mats and placed them in front of stocked shelves of Castrol EDGE at Autozones across the country.
INTEL
ULTRABOOK
We gave will.i.am an ultrabook, plane tickets, and a mission. He visited cities around the globe armed with his eyes, his ears and his Ultrabook. We documented his journey as he collaborated with local artists and musicians to write and record new songs for each city, inspired by that city.
Made at Razorfish. ECD: Scott Larson.
THE FEATURED TRAILER THAT RAN ALL OVER THE WEB TO GET PEOPLE AMPED UP TO TOUR WITH WILL.I.AM AND WATCH HIM AS HE MAKES MUSIC WITH AN ECLECTIC CAST OF MUSICIANS FROM AROUND THE WORLD.
TO MAKE IT EASY TO FOLLOW WILL ON HIS JOURNEY, WE CREATED AN ONLINE HUB TO KEEP CAUGHT UP WITH THE GLOBETROTTING STAR.
HEAR HIS LATEST COLLABS, VIEW BEHIND THE SCENES AND EVEN CONNECT WITH WILL.I.AM HIMSELF ON THE ULTRABOOK PROJECT HUB.
GET INSIDE WILL.I.AM’S ULTRABOOK WITH COMPLETE SPECS AND SPECIAL HARDWARE UPGRADES AVAILABLE THROUGH INTEL. CONSTRUCT YOUR OWN ULTRABOOK TO YOUR NEEDS AND HAVE IT SENT TO YOUR DOOR. ALSO, SEE WHAT HE CARRIES WITH HIM ON HIS JOURNEY AND LEARN THE IDIOSYNCRASIES THAT MAKE THE MUSIC MOGUL WILL.I.AM, WILL.
THAT
NEW RAVE
That New Rave was founded in 2013 as a YouTube channel among myself and two friends. In August 2015 we achieved over 35,000 YouTube subscribers and 10,000,0000+ views with 300+ posts. We were a hub for upcoming and unsigned artists to share their music and also a medium for aspiring photographers to share their photography. Using photography from myself, a collection of friends, and submissions, we were able to create a channel that advertised all the artists and the channel itself. The simple equation was our logo, a photo, and a song. In October 2015, we were shut down due to a copyright infringement on one of the songs we posted. Unfortunately, we were unaware that this particular song had samples that were under copyright. The recording label showed no mercy.
In response of losing of all of our subscribers, we took our channel to Soundcloud where it exists today. We are currently in a rebuilding process, but we achieved what we originally set out to do, which was create something that embodied our passions for art and music.
What you see here is the collection of photos spanning over two and a half years as well as our new Soundcloud playlists that I encourage you to give a listen. That New Rave. The never ending playlist starts now.
SOUNDCLOUD PLAYLISTS AS OF NOVEMBER 8, 2015
GIBSON
(Personal project)
I set out to show Gibson as a guitarists one true love (Credit: AD/CW).
LOVE STRUCK IDENTITY: I ENCAPSULATED THE SPIRIT OF THE IDEA AND CREATED A CAMPAIGN LOGO LOCKUP AND OVERALL MOOD TO KICK-START THE CAMPAIGN.
PRINT CAMPAIGN: GETTING INSIDE THE HEAD OF A GUITARIST, I CAME UP WITH 3 ODES TO THE GIBSON AND SHOWCASED THEM WITH 2-PAGE MAGAZINE SPREADS.
THE LOVE BELOW: To launch the Gibson campaign, I set out to find musicians who exhibited a deep love for their art. I discovered that the guitarists of New York City's underground are some of the most passionate musicians in the world. Dealing with the daily grind of NYC's commute, these musicians lay it down every day in order for their music to be heard. This is Gibson's ode to them. The Love Below the Subway Music Series.
KIOSK INTERACTIVITY: A recent fixture in the MTA underground is the On-the-Go Travel Station. Utilizing this new technology, I created an application ON THE KIOSKS THAT would allow commuters to learn about the music they heard, the guitarists and Gibson models they use, AND THE ABILITY TO DONATE TO THE ARTISTS WHEN THEY DON’T HAVE CASH ON THEM.
MINI
JAMBOX
(Personal project)
The mini Jambox's portability has made it easier than ever to have high quality sound wherever you are. Its flaw lies in its inability to get to max volume levels. The Mini Jambox struggles where the target flourishes, at social gatherings like house and rooftop parties.
The idea is simple, by implementing a new functionality, the Mini Jambox will have the ability to stack horizontally and vertically upon one another while maintaining bluetooth capabilities. Connect as many Mini Jamboxes as you can find and each time you connect one, the sound gets louder.
Jambox Connect: Let the beat build.