Online Retail Experience – Sugoi
Hard-core endurance athletes have always recognized Sugoi for its excellence and dedication to serious athletic apparel. What Sugoi needed was an online experience worthy of the brand’s streamlined, high-tech performance gear.
Online Caregiver Community & Educational Experience – Care To Care Program / Exelon
Exelon’s Care To Care online experience helps Alzheimer’s caregivers connect, share their stories, and educate one another.
Wendy’s Real Time Website & Online Initiative – Wendy’s
One of the things that sets Wendy’s apart from other fast food restaurants is their commitment to using fresh ingredients in everything they make. We took this idea of freshness and applied it to their online presence by creating a site that aggregated user content in real time from all corners of the Web. Whatever people were posting about Wendy’s, you saw it on Wendy’s Real Time—Facebook comments, tweets, YouTube videos—along with Wendy’s facts, games, promotions and other original content.
PRODUCT (RED)™ Online Initiative – Motorola
In 2006, Motorola had just come on board as the technology partner for Bono’s charitable PRODUCT (RED)™ initiative. The idea was to create a special RED product line that would contribute a percentage of every sale towards eliminating AIDS in Africa.
For Motorola, we created a rich online experience that allowed users to connect with the campaign and see the direct benefits of their purchases. The site offered an assortment of original RED content from around the world—including music, videos, art, exclusive downloads and a live event in Trafalgar Square featuring RED collaborators the Scissor Sisters.
Microsite & Product Experience – Citibank
We created the Citibank Stories Microsite to serve as a program hub or commonpoint where consumers could see how the Citibank experience came together in cohesive way – positioning Citibank as a trusted financial partner for every aspect of their lives.
Integrated Charity Campaign – Save Tony Wilson
In 2007, Tony Wilson, the legendary founder of Factory Records (known for producing Joy Division, New Order and The Happy Mondays) was fighting a personal battle against kidney cancer. Working with art director, Alvin Ho Young, I helped develop an integrated awareness campaign for the Save Tony Wilson Foundation to help build awareness in the US and raise money for Wilson’s treatment.
Two Blue Wolves (Transmedia/Branded Entertainment) – Sparrow Hall + Alzheimer’s Association
“Beyond the beauty of the story, the music, the art—there is a sound that accompanies the arrival of Sparrow Hall’s Two Blue Wolves. It is the bang of innovation, and it is ushering in a vibrant new era of storytelling.” – Linda Kaplan Thaler, Bestselling Author & Media Mogul
Two Blue Wolves is a compelling look into the future of transmedia storytelling and branded entertainment. Based on the short story by Sparrow Hall, the Two Blue Wolves transmedia storytelling collection immerses you in the world of its characters by providing multiple ways of experiencing the story—through text, music, video and art.
MotoDanica Site & Online Campaign – Motorola
What kind of gear does celebrity race car driver Danica Patrick have use while she’s racing around town? A state-of-the art line of Bluetooth technology that wears her name.
We had a lot of fun bringing the MotoDanica site to life. This is one of the first sites to utilize full video takeover, allowing the user to experience the track from Danica’s point of view.
Valentine’s Day Game & Online Campaign – Motorola
Valentine’s Day is all about celebrating the twosome, so for Motorola we created a game and promotion that allowed people to “create the perfect pair”—getting two gadgets at a discounted price. The interactive component was a memory game where you would had to match two icons in the game grid after all of them had been revealed for a split second. We extended the game and promotion through a rich media banner campaign that allowed users to play and win right within the ad unit.
Nightwork (Transmedia/Branded Entertainment) – Sparrow Hall + Scissor Sisters
As the entertainment market becomes increasingly saturated with music and artist brands struggling to find a fan base, even veteran music makers must look for ways to offer rich experiences to build and retain their audience. For the Scissor Sisters‘ Night Work we took the “story” the album was telling and extended it into a highly engaging transmedia experience—complete with short story by Sparrow Hall, printable artwork by Italian Vogue/VICE Magazine photographer Giovanni di Mola and music by critically-acclaimed electronic music artists A Crowd Electric, Brian Scibinico and Burnett & Cooper.
I Love NY Brochure – New York State Department of Tourism
I grew up in New York State and have lived here all my life, so the fact that I was selected as the writer for the I Love NY brochure was just about the greatest homecoming any New Yorker could ever hope for.
I’ve done a lot of traveling, but I’ve yet to find anywhere in the world that compares to the nuances, the grace, or the breathtaking physicality of New York State. So my approach to the brochure was simple: I would write it in my own voice—the voice of a fan—and tell its story as if a friend were coming to visit and I wanted them to experience all the best parts.
Online Youth Networking Concept – Office of National Drug Control Policy
While working with the Office of National Drug Control, my creative partner Ari Kornblit and I were asked to come up with a new approach to reaching kids and encouraging them to stay away from drugs. Instead of focusing on the kids who were doing these substances, we thought why not talk about the ones who weren’t? What they’re choosing to do instead?
The stories we came across were seemingly endless, and deeply inspiring—of young people heading up community fundraisers and charities, community service leaders, volunteer tutors. These were the bright, productive spirits that would become our leaders of tomorrow.
We developed the “If/Then” campaign to show the effect these kids were having on their peers and the rest of the community. The site, www.MyInfluence.com, would serve as an online network, giving positive “Influencers” a place to connect and relate to one another. It would also serve as a real-time database of regional events and activities.
MULTAQ.com (“Best Branded Site” 2010 DTC Advertising Awards) – sanofi-aventis
The MULTAQ site served a dual purpose—to educate someone wishing to learn more about the disease, or a patient who had received a diagnosis and wanted to learn more about the drug before committing to treatment.
To illustrate the effect of AFib on the body, we created a series of interactive videos and learning modules that broke the information down into brief, easy-to-understand tutorials.
The site went on to win “Best Branded Site” at the 2010 DTC Advertising Awards.
L.L. Bean Online Catalog Campaign – L.L. Bean
In 2005, L.L. Bean set out to revamp the way they connected with consumers online. Our team at DDB developed an online campaign that utilized everything from rich media banners to targeted landing pages and email campaigns. One of the landing pages we created introduced the idea of “making a scene with Bean”—allowing users to create their own outdoors scene with drag-and-drop items from the catalog.
“Win 12 Cars” Giveaway Campaign & Microsite – MasterCard
As a way to encourage MasterCard holders to use their cards for everyday purchases (like gas, groceries, etc.), we developed the “Win 12 Cars” campaign. Now, whenever you used your card, you raised your chances of winning 12 cars of your choice. The microsite and supporting online campaign illustrated the many things you could do with a fleet of brand new cars, including giving them away to family and friends. The site also showed how to increase your odds, let you browse through the vehicles, and provided a personality test to help you find the best fit.
Haunting Evidence Tagline – truTV
One of the assignments I worked on with truTV (then known as Court TV) was a tagline for the new television series Haunting Evidence about psychics who are enlisted to help solve unsolved police cases.
Wendys.com – Wendy’s
While working on Wendy’s, my creative partner Shane Watson and I, were asked to come up with a new approach to engaging consumers on Wendys.com. One of the concepts we came up with was inspired by the magnetic word games you see on people’s refrigerators. The way the site worked is you would grab a word that best suited your state of mind, then drop it into the headline of the site. The site would respond by offering up a menu of items that fit your mood.
Another concept had to do with the time of day. Depending on what hour it was, the site would offer up suggestions—like a light snack around 3pm, or a hearty lunch around noon.
“Do What Tastes Right” Banner Campaign – Wendy’s
To promote Wendy’s Triple Decker with Cheese we created a series of banners that played up the monumental size of the burger.
“Good To Be Square” Banner Campaign – Wendy’s
This was another fun banner campaign we did for Wendy’s. It was centered around the Beadies—cartoon burger characters demonstrating the cool factor of being square.
Scrabble Diamond Anniversary Online Campaign – Hasbro
In 2008, Hasbro released the Scrabble Diamond Anniversary Edition, complete with new and improved features—including a rotating board and curved chip holders so your cheating friends couldn’t peep a look. Our team developed a series of rich media banners to help support the launch, allowing users to preview the sleek update to an old favorite.
Coolpix S1 Banner Campaign – Nikon
In 2005, Nikon was preparing to release the smallest, most powerful point-and-shoot camera on the market. In support of the launch our team developed an online campaign that demonstrated the powerful new benefits of the S1. Being that this was at the end of the year, we also wanted to push the product as a gift idea for that special someone.
MoveOverMS.com Multiple Sclerosis Online Magazine – Acorda Therapeutics, Inc.
For many of those suffering from multiple sclerosis, the disease feels more like an obstacle than anything else. Focus group research showed us that people living with MS really just wanted a way to hold onto their independence while coping with the disease. Our team developed MoveOverMS.org as an online resource for “working around” MS. Editorial in format, the site offers relevant articles on everything from money management to “doable” vacation ideas. I served as the lead writer on the Daily Planning section and supported the writers working on the other segments.
MoveOverMS Magazine – Acorda Therapeutics, Inc.
The MoveOverMS Magazine was created to be given out at the Walk MS events happening across the country. The magazine serves as a preview to MoveOverMS.org, driving people to the website to read the full stories. I wrote two of the featured articles, and oversaw the creative development of the magazine.
Digital Evolution Learning Program – Saatchi & Saatchi Healthcare
This was a fun internal assignment for Saatchi & Saatchi Healthcare’s Digital Learning Program—designed to motivate older employees to expand their digital development and presentation skills.