By the time SCUF was ready to launch its first pro-level controller for PlayStation5, the demand was incredibly pent up in the core gaming community. Looking back, we probably didn’t have to put much effort into this. But, that’s simply not our style.
We built hype and drove even more demand by creating the “Be unstoppable.” campaign. This fun approach tapped into the idea that our controller was so good, and you as a player were so much faster in game, that the NPCs (that’s non-playable characters, for you noobs) in the game were totally caught off-guard that they were being defeated so quickly.
While that content handled the awareness, we also created all of our usual funnel-driving elements – product landing page to educate, PDPs to purchase, all surrounded by social content to send the SCUF faithful into a heightened frenzy. Our 3D product video, cutdowns for ads, social content, banner ads, and emails all played supporting roles.
And it worked… a little too well. Day one traffic to our website was so high our site crashed. While there’s always a first time for everything, we pivoted quickly to a queueing system and sold out in a matter of hours. As the supply chain woes of COVID-19 eased, the campaign continued to support waves of product drops and the sentiment on social shifted from impatience to excitement for our latest game changer.
Role: Creative Director
91 cities. 52 countries. 6 continents. The FIFA World Cup Trophy Tour (FWCTT) is the largest experiential tour in human history, three times running and we're doing it again. This year, the global tour will reach close to million fans around the world and give them a once-in-a-lifetime opportunity to get up close to the actual solid-gold trophy that the tournament winners receive.
From concept development, market toolkits, e-newsletters, brand design across print, digital, social and of course the FWCTT plane (inside and out), our team handled absolutely everything.
Role: Creative Director
Agency: Havas Sports & Entertainment
After completing SCUF’s global re-brand, we reimagined our e-commerce website from an entirely new perspective. While our pro-gaming controllers are known for their outstanding performance, our site was not.
With over 20M unique visitors a year, we needed to streamline the shopping journey, redefine our customization tool, and redesign the site’s UI from the ground-up all in a concerted effort to ensure we weren’t “leaving money on the table” – as they say. And, with over 80% of our traffic coming via mobile, we needed to optimize our experience for smaller screen sizes and faster load times.
The result was a responsive site built for efficiency, speed, and sales performance. The updates increased conversion 23%, reduced bounce rates by 15%, reduced page speed below 2 seconds, increased our AOV by 10%, all while averaging $90M of revenue annually.
In addition to the site’s original redesign, I’ve led all UX/UI design, wireframe development, creative asset, copy and content creation ever since.
Role: Creative Director
After 30 years of celebrating its anniversaries every five years, Harley-Davidson needed a different approach. The past celebrations had become very product focused and frankly, very expected parties for the brand’s aging faithful.
We were responsible for the creative strategy for the motor company’s 115th celebration. A reinvention from the ground-up that focused on bringing motorcycle culture to the core of the celebration attracting a whole new, younger audience that was already causing an uprising within the sport. It was all about celebrating 115 years of rallying, racing, and riding.
We defined the experience from the launch to the wrap-up party. Some highlights of this 360º approach included:
• Shared content of Rides Home from all four corners of the US featuring riders telling their own stories of their journey
• Moto-culture race events: Bradford Beach Brawl in Partnership with “The Race of Gentleman”, Flat-out Friday, Hill Climb and Drag Racing
• Moto-carnival featuring a high-wire thrill show, wall of death stunt show, live music and much more
• Exclusive street parties across five different neighborhoods, each uniquely focused on culture, art, food and music
• Motorcycle Film Festival featuring four specially selected films that highlight motorcycle culture’s rich history
• Invitational custom bike builds and shows
• The largest ever motorcycle parade featuring over 6,500 riders
Role: Creative Director
Agency: Havas Sports & Entertainment
The world of gaming isn’t measured in hours, minutes, or even seconds... it’s measured in milliseconds. It’s the difference between delivering a sniper bullet, or taking one. Between breaking a tackle, or having your ankles broken. Between being remembered forever, or forgotten instantly. So, what’s millisecond worth? Everything.
Redesigned from the ground up, SCUF Instinct was the first next-gen console controller to come out of the brand. Every aspect of the design lives up to its name delivering quicker reactions, faster gameplay, and better performance.
A teaser campaign built the anticipation and our launch campaign flighted across owned and paid channels, supported by our roster of passionate influencers through their content channels. Paid spots, original targeted content, product feature videos, social awareness and education drove consumers to our product landing page for a streamlined shopping experience.
Our day one sales delivered the highest grossing product launch in the company’s history – achieving 5x the originally forecasted revenue. With PR and influencer reach exceeding 423M, social impressions surpassed 3.7M, and our content pieces generating 423K views, well let’s just say that’s not a bad first day for the next-generation.
Role: Creative Director
It's no secret that Royal Caribbean's most faithful cruisers are their bread and butter. But through the years, the brand's loyalty program, the Crown and Anchor Society, aged like an old weathered captain of the sea.
We were tasked to rebrand the Society from the ground up. We created a series of targeted ads to not only launch the new look and campaign, but to also remind Crown & Anchor members of the real value of cruising. As impressive as the ships and their amenities are, what really matters is the experience the passengers had on and off the ship.
The full body of work included establishing an entirely new visual identity system, guidelines, advertising, CRM emails, website, monthly newsletters, enrollment materials, on-ship signage, benefit packages and much more.
Role: Creative Director
Agency: Ogilvy
Harley-Davidson shook the riding world with the announcement of the all-new Milwaukee-Eight engine – the most innovative, and most powerful in Harley’s 115 year history. The launch kicked-off a year-long push for riders around the world to “feel the difference” on the new touring motorcycles. More power. More response. More comfort. Its the most profound Harley-Davidson touring experience ever–one that you have to test ride to believe.
The goal was simple: Get riders on the new bikes. All of Harley’s marketing efforts drove riders to the 1,400 dealers worldwide for Test Rides and we were responsible for everything they needed to succeed. We created ads, digital assets, point of sale and event assets. We even wrote the 48 page dealer playbook that provided them guidelines on staff training, creative assets and planograms, and how to execute test rides and open house events.
Role: Creative Director
Agency: Havas Sports & Entertainment
During the celebration of the 100th anniversary of the Contour Bottle, we created an immersive experience that took consumers on a unique, multi-sensory journey while celebrating the bottle's muse-like role. The exhibit showcased pieces featuring the Coca-Cola bottle produced by 20+ iconic artists like Andy Warhol, Norman Rockwell and Clive Barker, plus historical artifacts and interactive experiences that showcase the bottle's imprint on the art world and pop culture.
Along with the physical and digital interactions, we decided to create a piece of art ourselves. Our deconstructed Contour Bottle sculpture mesmerized consumers at it only appeared as a whole bottle from a special viewing area.
Two separate exhibits were created and visited more than 15 countries and traveled over 62,000 miles.
Role: Creative Director
Agency: Havas Sports & Entertainment
No one had ever heard of Zoosk.com. And I don't blame 'em. They weren't even ranked on the top internet dating sites. Yes, they rank those. They had no brand awareness and the awareness they did have, well, they didn't really intend on having. But they had a really good schtick. They weren't in this to find you "the one." They were in this so you could simply have fun and date how you wanted to. You could date, your way.
The campaign was launched with print, tv, radio, outdoor... you get the picture. After 90 days, Zoosk reported an increase of over 40,000 new members. They quickly jumped from not on the chart, to #4 behind eHarmony and Match.com. Not to mention the work earned a Bronze Effie.
Role: Art Director
Agency: Ogilvy
We were tasked with creating an impactful display and experience that told the GoPro product story on one of the world's largest stages: CES. With long-time partner ASTOUND, we developed a consumer journey that replicated the capture, create and share experience of using a GoPro. GoPro content played on environmental screens that lined the space to engage and inspire the audience. Interactive product displays, featuring dynamic mannequins, held GoPro gear and accessories. One of a kind GoPro vehicles, meeting rooms and a theater space for larger than life product demonstrations completed the experience.
As GoPro’s largest activation to date, the experience quickly became the talk of CES. The booth was awarded the Gold from Event Marketer in the Best Trade Show Exhibit category.
Concept Renderings
As with a lot of pitches that lead to new business wins, the concept didn't exactly meet reality. Through months of development our initial ideas shifted along with the brands objectives of the experience. While the ideas of virtual GoPro style experiences like the gravity drop, quadcopter flight zone and virtual surfing didn't make the cut, the original consumer journey, aesthetic and scalable design certainly did.
Role: Creative Direction
Agency: Havas Sports & Entertainment
The Boy Scouts membership was down. In the past, their materials were lacking consistency and an overarching brand voice. It was time for a recruitment campaign that shook things up and delivered results.
We compiled research that gave us one overwhelming insight: The kids loved being outside. They were in it for the camping, climbing, shooting, fishing and swimming. We took that insight and ran with it.
Capitalizing on our previous "beard campaign," we took the Be One With the Wild campaign to the next level. Covered in the outdoors, and a critter or two (or four...), we find our scouts as proud as ever to be a part of this community.
The result was an 11% lift in recruiting for the Atlanta Area Council. For us? Well, the body of work earned 13 Addy Awards, a Bronze Effie and a coveted spot in Communication Arts Photography Annual.
Role: Art Director
Agency: Ogilvy
uring the NCAA tournament, Coke Zero brought #OpenToTry slogan to life by blurring the line between enemy and friend. Before each game, we challenged unsuspecting fans from opposing teams trade gear, share a few laughs and come together in an unforgettable moment.
On the ground film crews captured the entire experience, stitching together a nationwide story of friendship in the face of competition. The result? A live social media push leading to a TV spot that aired just before tipoff of the Championship Game and over 28 million viewers were inspired to be #OpenToTry.
Role: Creative and Art Direction
Agency: Havas Sports & Entertainment
vitaminwater needed an iPad app for their global testing vehicles (GTV's) to educate consumers on their brand, select a product to sample and showcase their new global "hydration only better" campaign. Upon approaching the GTV, the consumer is asked to play the thumb-a-lyzer. The thumb-a-lyzer was designed to "read your mood" and suggest a variety of vitaminwater based on that result. The consumer was then given a sample of that variety and become hooked for life.
Role: Art Direction and Design
Agency: Ogilvy
The Marvel Experience could be described as a “first-person” Super Hero adventure through the Marvel Universe. The touring attraction leverages next-generation technical production, digitally projected animation, multi-touch tables, augmented reality, motion-wide engagements, a thrilling motion ride and the world’s only commercially available 360-degree 3D stereoscopic projection theater.
While our production team handled the tour management, on-site logistics and staffing, the design team was tasked with creating graphic elements for virtually every surface covering the 100,000 square foot experience. From massive environmental graphics to directional and educational signage, we designed over 100 different elements for the tour.
Role: Creative and Design Direction
Agency: Havas Sports & Entertainment
Cort Furniture is the number one furniture rental company in the United States and is growing globally. The brand was established in 1972, and well, it kinda looked like it. Cort wanted a more sophisticated look and an identity system that would remain consistent across their business channels.
The full body of work included: Logo design, a full identity system, print ads, digital ads, website, events catalog, social media, sell sheets, sales flyers, store signage, a full style guide and much more.
Role: Creative Director
Agency: Ogilvy
NBA All-star Week is back in New York City. To cut through the noise in NYC, and build the buzz that NBA All-Star warrants, we needed to build excitement throughout the year. From pre-promotion to the weeks’ events to post-engagement, this is not just a day or a week’s event, but a season of fandom.
As the basketball capital of the world and the sport’s biggest stage, NYC provided us the perfect backstory to bring the event to life. The goal was to capitalize on everything New York has meant to basketball and vice versa, while introducing flexible tactics and ideas that can all be promoted under one strategic campaign. “Welcome Home Basketball” was that campaign.
Role: Creative Direction
Agency: Havas Sports & Entertainment
OMEGA Wanted to make a "grand entrance" at the 99th Annual PGA Championship at Quail Hollow Club. As a major PGA sponsor, OMEGA wanted to leverage their two star athletes, Rory Mcilroy and Sergio Garcia, to build a buzz on social media as well as engage fans in the PGA merchandise tent. Since the brand was celebrating its legacy of space travel wth the release of its new "moonwatch," it was only natural to bring these two together.
We scripted a content series for Rory and Sergio to engage with the fans with a little surprise and delight. Throw in a couple space suits and a custom fabricated Lunar Gold Rover and it became social media gold, garnering over 1 million views across Instagram alone. When Rory and Sergio weren't using the Rover to show-off on the course, it served as the perfect photo-opp for fans.
We also created an interactive display inside the entrance of the PGA Merchandise tent. As consumers walked in, they were greeted by content of the two golfers having a bit fun and posing for a few selfies. Messaging also directed fans to the OMEGA shop within the tent.
