When you are launching a notebook that can withstand almost anything you can throw at it, you don’t do a normal unboxing. You get a bear to do it for you. On Facebook. Live.
To show you make a computer as tough as a ThinkPad, you need a special kind of influencer.
A lot of brands make consumers happy at the mere site of one of their products. But few brands are iconic enough to elicit actual physiological responses–just by seeing their box.
We strapped hidden cameras to Krispy Kreme boxes full of doughnuts and set out to capture it in the wild.
Witness the The Krispy Kreme Effect.
The campaign included digital video, branded Gifs, oodles of social content and Snapchat filters.
For years they had been telling people they had designer fashion for less. But there was a problem–no one believed them.
Consumers thought there must be something wrong with the merchandise. Weird colors. A third sleeve. Something.
Our work needed to prove HOW Marshalls really does get the goods. Luckily, it’s quite an interesting story. Whether it was a high-end manufacturer who was a little too late to stop a cancelled order, or another buyer that isn’t as good at French as she thought.
Things happen in fashion, and Marshalls is always there to snag that high fashion at an amazing price.
The campaign was a big success. Brand perceptions rose 10% and sales were up 11%.
Lenovo believes in putting AI in the hands of everyone. And with their full stack of products and services, they can and are doing it all. So we set out to connect all those transformations through the lens of the Lenovo logo.
AI is doing alot more than you thought it was.
Doubletake (eventually, Full Frame) Documentary Film Festival is a Durham, NC based film festival that was in it's infancy when we began working with them.
Documentary was at the beginning of it's ascent into mainstream theaters. They had a great product but the numbers were'nt growing as fast they'd hoped.
They needed an idea to help talk about not only what the festival was, but to help people know how amazing the documentary really could be.
We didn't create commercials as much as we created mini-documentaries to prove the power of the form. Each movie ended with the line: "How much reality can you handle?"
They were also in need of a cohesive design aesthetic so we developed a logo and look that worked across print, poster and everything in between.
A lot of big brands went sentimental (and inauthentic) with their pandemic work. Lenovo wanted to add to the COVID-19 conversation in a way that was a little more useful and meaningful to their customers. Like how we’re all using our technology to find new ways to get things done.
This was all concepted, pre-produced, shot and post-produced remotely during the second month of quarantine.
Burt's Bees wanted to enter the beauty category. But in true Burt's fashion, they weren't going to do it unless they could do it right.
In a category not known for being the most natural place to be, Burt's took years to find the right formulas and packaging that delivered on their mission. Once they got it right, we were tasked with getting their entry into the beauty advertising world right too.
Instead of using an unrealistic version of a woman to let people know about our new lipstick, we let nature take the lead.
RetailMeNot wanted to be the first choice for deal seekers during the holiday season.
And in a world where christmas shopping starts earlier and earlier, they wanted to be the source for the "deals you want" instead of the deals you have to fight other human beings for.
So instead of complaining about how people are starting so early shopping, we embraced the idea and gave it a name: OctoNovemCember. We also introduced a bizarre new character: The Pumpkin-Headed TurkeyClaus to help us through the holiday.
RetailMeNot now had the ability to own this new holiday and had a spokesman (of sorts) to do the work.
With the added challenge of sustaining interest for all 3 months of this holiday we created a steady stream of content for their 2M facebook fans to share all holiday long.
We got over a million YouTube views on Pre-Launch, and rolled out a new chapter each week during the 'holiday'.
People are tired. To fix it they look short term and fill their bodies with things that may wake them up but also might cause cancer or make their hearts explode. We all were doing it, but no one was acknowledging it.
We took another road with Sleep Number and let them know exactly how to fix their tired–by getting better sleep.
We launched a new line and with that, unique position in the marketplace: You can cure tired.
A companion store and website called Wakeyz Drugmall was created to help cast a light on ridiculous ways to fix our sleep–without actually just getting better sleep. It was featured on the web and in the spots to drive traffic to sn.com for the solution.
We created this hard-hitting documentary and super serious poster to show the intense value of a One club membership.
Longhorn is a delicious steakhouse that was starting to take their food from full wild west, to a more refined offering for the urban cowboys.
We got to have a little fun with the intersection of both of those worlds and show There's a New West in Town.
I believe in getting whatever communication I'm tasked with down to it's simplest form. I also believe firmly that simple and compelling are going to get your attention in our overly saturated world. This is the aesthetic I strive to achieve in all my work.
Doubletake: Logo design, branding and identity. I designed and art directed the entire project.
Sierra Trading Post: Creative directed and managed the new logo design and brand standards for STP as they sought to expand their business into brick and mortar stores. Designer: Simon Walker
Recently–with client budgets shrinking–I've been asked to do a lot more with less and less. I've started directing work to help out and, while challenging, has become a fun new part of the job.
I was fortunate to have an awesome in-house production team available to give me a solid base to expand into the new role as director.
This project was co-directed by Chad Temples.
I worked with cinematographer Harvey Robinson to scheme all the ways a person can capture someone looking at a box. This was a massive effort that required pretty much everyone in the office in one way or another to pull this thing off.
I think the best learning comes about from just having an idea and putting it into the world. It helps me get valuable play time, learn new skills, and decompress from the day to day.
I have an art practice where I explore complexity by creating these quasi-mechanical illustrations that come together in overly complicated, often ridiculous ways. Since beginning this practice, I’ve created murals and large-scale display, and design for product and retail. I also partner with brands to create limited edition products and goodies.
I'm pretty sure I'm going to forget every great moment of my life. So in 2011, I created a tumblr to capture at least one moment from each day of our life in a photo. A quite rewarding project I plan on continuing indefinitely. Check it out here.
I've always hated that it took so long to hang up pictures correctly. After getting the design right on the weekends, I found a way to get some made, packaged them up and sold them on Amazon. So far, I've learned about 3D design, manufacturing, taking care of business over email with China, packaging, and the list continues to grow.
