Kids love music. Moms love their kids. Through sponsoring the One Direction 2013 National Tour, Nabisco reaches both audiences. The campaign includes packaging, POS, digital and events. Kids can enter for a chance to win tickets to 1 of 4 sold-out concert events, engage with the band through augmented reality and exclusive content via a mobile app and follow the band through twitter and instagram. Content will be sustained throughout 2013 even after the tour is over.
Web and Mobile
Knowing that kids today are on their mobile or tablet device more then they are on a desktop. We developed a responsive website that can be viewed on all platforms.
We also developed a App that utilized all the major social media outlets. The idea is to have the consumer feel like a VIP by getting inside info from our tour blogger to receive special videos, text messages and voice mails from the band.
We also utilized the packaging and made it a trigger for a special Augmented Reality Video to where the band appears on top of the packaging talking directly to you.
Packaging and POS
With Nabisco being the soul sponsor for One Direction North American tour. We came up with a multi platform approach. Beginning with Packaging and In-Store POS
To Give our App and Website the feel of VIP we shot 14 videos that gives the fans a behind the scenes look at the band on and off the stage. This includes a interview with them answering questions from the fans.
For a full case study Visit adforum.com at https://www.adforum.com/creative-work/ad/player/34501564/1dvip/nabisco
What's At Your Core?
We were asked to make Corn Nuts more prominent on the shelf as a brand. Here we concepted for weeks and came up with Corn to the Core.
For the Corn Nuts brand, Corn to the Core is about staying true to yourself, being genuine, and authentic to the core.
UFC Partnership magazine ads
The UFC is true to their core. Corn Nuts is true to our core.
Together, we match up perfectly. We took the UFC's Biggest names, and asked what was at their core. In return we ask you what is at your core? Can you match up?
Website Take over
We had the opportunity to take over the UFC website, we created animated web banners and a static background.
That took the power and heritage of the Nabisco triangle and made it relevant to today. Creative played up the connection between the individuality of consumers and that of Nabisco brands. Showcasing that while we are one as a society, through our little differences and independent spirit we can all Give Life Flavor.
Give LIfe Flavor
Individuality is what gives life flavor and is at the core of this campaign. By embracing and celebrating what makes people unique, we’ll establish how Nabisco and the unique products they bake fit into their lives. After all we have products just right for every flavor, style and taste.
This was a passion of love and persistence. But what a ride. Marlboro wanted to re brand there product Blend 27. So when I was challenged to come up with a new campaign for them. I jumped in with both feet. Instead of just promoting the product we wanted to make it mysterious and intriguing piece. So we came up with "Take the Time. Find It." which is about taking the time to find something you enjoy doing. What ever that maybe. So we produced a video that you have to watch closely and look for the clues with in the video that unlock savings and prizes. But you have have to get the code correct to get the prize. So take the time and find it.
We also did a new Cello Design where in the number 27 we put the entire intriguing story of blend 27.
Hot, Sweaty, Tired, and Surrounded by endless energy and great music. That is Bonnaroo in a nut shell. In June of 2011 my copywriter and I were tasked with a very specfic assignment. The client wanted a co-created video. So after months of concepting we came up with a concept that was fun energetic and buzz worthy.
Crunch Den 2011
It started with the tent itself and how we could get everyone excited and showing there own personality. We began with a graffiti wall, which our attendees loved. Then we sectioned the space into expression station where the attendees could sample wheat thins and be apart of a music video with Grace Potter and the Nocturnals.
Co-Created Music Video
I love rock n' roll and so did everyone in the crunch den. On top of that so did Grace Potter and the Nocturnals. Together the fans of the Crunch den and Grace created a fantastic co-created music video.
This was a challenge that myself and my team comprised of a very talented camera crew and editors pulled off. Here is the end result enjoy!
Concepted and Created a new approach for Del Webb a retirement community that has properties all over the nation.
Nothing is more iconic to Americana then Harley Davidson, that is why I was honored when asked to come up with their 110th anniversary event. The challenge was create a space that is for everyone from the hard core biker to the beginner. I started by creating a basic floor plan that grew to a full 3D walk threw.
3D Renders of the event Space
This milestone provides the ultimate environment for H-D enthusiasts of all kinds to bring their diversity together as one. The celebration will be fueled by H-D’s legacy of innovation, and show how the company, its owners, members and fans are revving into the future. It will be filled with the sights, sounds and feelings of all things Harley-Davidson in which riders will be the stars. It will evoke the open road, and the culture of freedom and self-expression that only Harley-Davidson can deliver.
Motorola and Danica Patrick teamed up for a once in a lifetime promotion. At the time, Motorola just signed racing sensation Danica Patrick to their sports sponsorship team. I was tasked in coming up with a look and feel that would excite not only male fans, but females as well. This was done through print, packaging, and promotional design, which even included a custom car design!
Nabisco and Guy Fieri
Teamed up to get you geared up for the superbowl. I was tasked to create the campaign from concept to completion. This was for Print (in-store POS and recipe book) and Digital (web videos).
Six hours, Three Set changes,
Eight hours to get eight unique shots and three videos. That was the challenge that we had on our super bowl shoot with Guy Fieri. But we did it! In a Great location in New Jersey my Team and I worked long and hard to get every shot right. The shots turn out great and so did the videos. The results were fantastic with Thousands of views on the Nabiscotastevictory.com website and on youtube. The In-store banners utilized the great photography from our food shoot and Nabisco received thousands of downloads of their signature recipes
While working for Philip Morris I had the opportunity to work on a lot of great campaigns and promotions. Working on such a iconic brand as Marlboro is a challenge and was a pleasure. While there I had the opportunity to concept and create campaigns and promotions from start to finish with great success. For example the two promotions (Rock'N Boots and Break Big) that I have had the pleasure to concept and create from start to finish. Were huge successes with 100 of thousands of entries and millions of views on the Marlboro.com site. I also had the pleasure of directing the photoshoot for Break Big. While having a tight budget and zero travel budget we needed to convey the experiences that our consumers would be taking with out having to physically going to each location. So working with Alter image we mixed 3D graphics with the photography we shot in studio to create the composition.
You can see other Philip Morris Projects here
Kmart challenged us to come up with a fun new way to have your child dressed fabulously for back to school. So we came up with a online contest partnered with youtube for kids to submit there own commerical to be aired on WGN in the summer of 2008. We supported this by In-store POS and website.
Concepted and Created retail signage and video for the United States Post Office