I had an 11th hour idea that turned into an integrated campaign able to push boundaries and reach a younger audience. I remember writing the Laundry script from about a dozen different angles. The strategy of utilizing the fear of missing out on the possibility of a win (wrapped in humor) took form. It was so much fun writing scripts on this. I still have a bunch in my back pocket.
Laundry
Before the client would agree to shoot, they said they’d feel better if we did a short round of testing to make sure there weren’t any landmines. Without a budget, what do you do? You build a partial set and convince your kind neighbor with a bottle of Scotch to play the talent. He did a great job. And thankfully, the spot tested very well.
Lights Out
Sometimes it’s necessary to use unconventional tools to help the process. I created this little Blender animation for a discussion regarding the placement of the tickets within the approved location.
Vacuum
Ride
Tickets this fun
take on a life of their own.
And so has this campaign. Here are some concept frames for another spot. It was where one of the tickets were having a nightmare about the demise of the other ticket. The Halloween ticket being introduced was a foreboding giant who’s also bad news for the Lucky Day ticket. I share it only because I laugh a little every time I play it in my head.
Here is a test using Blender for a
potential mobile AR experience.
The ticket would act as an image
target to trigger the 3d animation.
A very talented writer I have come to know has written a series of books. In an effort to secure the right editing partner and publisher, I created a branding identity for the series, including book covers, series logo and website. These elements will serve as a starting point for the editor/publisher who possesses the foresight to see the incredible potential of this wonderful writer.
A co-op idea with Williams Sonoma introducing the All-Clad d5 Stainless product.
DBS EXPERIENTIAL PORTAL
Challenge:
Deeplocal is looking to fill roles for an Associate Creative Director along with an Experiential Designer. While my initial conversations have been positive, I believe there is still uncertainty in choosing me for either of these roles. Ultimately, I would like to add ease and confidence in the decision for my employment with Deeplocal.
Strategy:
With anecdotal notes about my childhood mixed with personal and client projects, I made an imaginary experiential space. A place where you can get a glimpse of where I came from as well as how I think, all wrapped up in an experiential environment of its own with the goal of a better understanding of my qualifications, abilities and interest in joining the team at Deeplocal. Sure, it’s a little indulgent since everyone has a story to tell, but this is just a way for you to get to know me a little better.
Welcome to a little visit inside my big head.
THE MORE WE LEARN ABOUT EACH OTHER,
THE MORE WE CAN REALIZE HOW MUCH WE ARE ALIKE
The space
A dedicated space filled with six focal points – each with its own related experience. Most of these are built into the walls, but could be free-standing pieces. For now, they will remain between my ears.
The curb appeal
An installation equipped with projection or OLED (or QLED) screen featuring passing traffic, a marching band and a herd of buffalo.
Real paint to be used on tear-away paper that is fed into the curb.
The experience can be viewed by other visitors through cameras trained on the volunteer.
The details
Multi-sensory effects of wind, sound effects and a rumble seat providing vibration in the sitting area as “traffic” passes by, challenging the visitor.
The painted address can be kept as a keepsake or displayed on a wall just outside the installation.
This experience could also be digital using VR goggles.
Ice Cream for the bold
Visitors can try the “Tray Challenge” for a well earned and much deserved ice cream treat.
Record breaking times and action shots can be shared out on social channels.
Make your Woody yours
An interactive display lets visitors design their own finishes and color combinations of their Woody Alarm Clock.
Visitors can also peruse through the detailed schematics and various techniques used in the making of a Woody Alarm Clock.
Enthusiasts can also order any one of over 50 Woody Alarm Clock t-shirt designs and other Woody merch and have them shipped anywhere in the world.
Show your Andy
An interactive photo booth allows visitors to show off their inner Andy.
Images can be shared on social and displayed on digital wall.
Also, “notes to Andy” for well-wishers to share their thoughts on him would also be posted on social channels.
With
An interactive display would offer visitors the chance to celebrate their own “with-ness” and share it online.
Giving the visitors the ability to dive in deeper, a review of some of the optional hidden symbolism in their personalized “With” piece would be available.
More background videos and timeline also on view.
Straw Opera
Visitors are invited to sample a gallery of
Straw Opera stories.
Proximity sensor headphones with indoor positioning tech combined with head-tracking trigger audio to pick up on a story as it loops.
Promotional offer for yearly subscription would be made available.
THANKS FOR VISITING – AND LET’S TALK ABOUT THOSE OPEN ROLES.
A sincere thanks for your time in reviewing this little glimpse into my head. I hope it will serve as a catalyst for more conversations
between us and our shared goal of great outcomes through thoughtful collaboration and creativity.
TAS Consulting is a premium research service that goes way beyond anything you can find online about any particular subject you may be interested. And when the people you go to for answers run out of answers, you should definitely keep TAS in mind to help you fill in the blanks. This is part of an overall campaign focused on bartenders who may not have the information you need. This bar coaster, which begins as a redacted curiosity, launches into layers of Augmented Reality directing you where to go to get some clarity.
And let there be no doubt, I’m only too happy to do whatever it takes to get the idea across. Here is the rough I did to prove it. And yes, that’s me in a wig.
Results: Delivered 44 million impressions on average per month. Winner of Digital Media Coordinated Campaign Excellence / 2022 NASPL/WLA CONFERENCE
Lottery Love 2.0
Our second year into the campaign brought higher goals to engage light and non-players, which led to a stronger call-to-action to give it a try – “Try it. Love it.” Lottery Love remains a powerful, flexible umbrella brand campaign that spans the entire portfolio — across digital and physical touchpoints fitting naturally into the Found Fun and Conversation Starter Demand Spaces.
The Warhol needed to announce a new exhibit on Corita Kent, aka Sister Mary Corita. If you haven’t seen her work, I cannot recommend it enough. It is bold, poignant, beautiful and thoughtful. This is a proposed design that I really think captures the experience of seeing her work. Pop art from a nun. Who knew?
Summer Camp at the Warhol
The client needed an ad to promote their Summer Camp for Kids. What could be better than finding the message inside one of Warhol’s most iconic pieces of Pop Art. Just remember, you’ll have to bring your own grilled cheese.
The “Gus: The Second Most Famous Groundhog in Pennsylvania” Campaign was created when we pitched the Lottery account, and it won the business. Inherited from the team who created it (for who I still have great respect), it was a lot of fun to carry it on throughout the years. A puppet at first (the “Poconos” spot below), times and tech changed, so we brought him into the CG world. It was important to create a balance – designing Gus’ look to be different enough from the puppet, and still holding on to the character’s existing caché. Below are some of the sketches and retouches I did while working with the 3d vendor, and then some of the resulting spots. I really enjoyed being a brand steward with this little guy for the last two decades+.
