Peace First – Sponsorship Video

I helped concept and write this spot designed to help Peace First attract sponsors and partners.

The contribution I’m proudest of is the paper ball that hits America Ferrera’s head around the :12 mark – a signal to viewers that this ain’t no ordinary talking head spot.

Peace First is on a mission to teach children across the nation conflict resolution skills – particularly important with all the bullying going on these days. They are one of Leo Burnett Group’s pro bono clients.

1,000,000 Views on YouTube

It’s gratifying to know that the work I created while Vagabonding continues to reach so many people. I guess lugging a honkin’ tripod and camera around the globe was worth it after all.

Just how big is one million views?

• If you clicked your mouse 1,000,000 times at one click per second, it’d take 11.5 days
• If you watched a million two-minute videos (like mine), it’d take 3.8 years
• If you traveled a million miles, you’d circle Earth at the equator over 40 times

Here are my five favorite videos.

Comcast Dynamic Signs

I brought my web savvy to the Comcast account to help their in-store digital signage function more like online ads.

Web connected and location aware, these signs serve dynamic content based on live events that matter to shoppers.

So when thunderstorms break out in Philadelphia, they remind shoppers that Comcast works rain or shine.

When the Dallas Cowboys score, they let shoppers in Texas know about it—and our ultimate sports package.

And when the Kennedy Expressway is jammed, the signs alert shoppers—and let them know they can set their Comcast DVR via smartphone.

My Video on Animal Planet

Wooo-hooo! Animal Planet bought one of my videos to feature on a show!

Was it my trek with Mountain Gorillas? My dive with great white sharks? My wife and I feeding howler monkeys?

Nope.

It was cats. Jumping through hoops.

Purina.com redesign

My role: Creative Director

Our redesign of Purina.com wasn’t about what we put into the site – it was about what we took away.

Heavy Flash content. Narrow layout. The content equivalent of urban sprawl. All gone.

In its place: HTML5. Rock solid content strategy. And a fluid design that lets Purina’s passion for pets shine through.

McDonald’s / Avatar Hidden Object Game

My role: Conceptor

We needed to bring Cameron’s game-changing film to life in a way that promoted Big Mac and stayed true to McDonald’s mantra of Simple, Easy Enjoyment. My idea: A best-in-class game with levels that are unlocked by codes on Big Mac boxes.

We sold it right through to McDonalds USA and went on to sell and execute it for the global McD system.

The results were almost as impressive as Cameron’s box office stats:

• over 300,000 site visitors
• 10 minutes average time spent on site – the chain’s most effective digital engagement with adults to date
• 18% lift in Big Mac sales over previous year

UPDATE: This project just won a Gold 2010 Reggie Award! Plus an OMMA Award 2010.

Here’s a screenshot of the site.

Special K Victory Chain

The Special K Victory Chain connects people’s Twitter-length fitness and diet “victories” into an unbroken chain of support.

Inspired by President Obama’s campaign site which literally connected donors to one another and got them talking, I co-concepted the Victory Chain with a Leo Burnett art director.

The Chain lives on both Facebook and SpecialK.com.

Here’s a screenshot of the app on Facebook.

Friskies Hidden Object Game for iPhone

What creative worth his salt in 2009 wouldn’t push to bring his hit branded game to iPhone?

Friskies Wins 2009 Pro Awards

We just won at PROMO Magazine’s PRO Awards! And we were up against some steep competition.

Best Loyalty Program or Shopper Rewards Program

WINNER: Feed the Senses
Agency— Arc Worldwide
Client— Nestle Purina

2nd Place: 
Miller High Life Extras
Agency— Upshot
Client— MillerCoors

3rd Place:
 The Dark Knight $10K Giveaway
Agency— Momentum Worldwide
Client— Domino’s Pizza

Honorable Mention:
 My Coke Rewards
Agency— The Marketing Store
Client— Coca-Cola

It was an honor to be up against such amazing campaigns. And great fun to attend the gala at Museum of Science and Industry.

Now in its 19th year, the PRO Awards are the gold standard of recognition for those who measure themselves against the industry’s best and brightest promotion marketers in the world.

Friskies Hidden Object Game

My role: Concepter, Salesman

The Friskies Hidden Object Game lets you dive deep into the magical worlds of Friskies in search of hidden brand icons.

This was Yahoo’s most successful branded game launch ever. Yahoo guaranteed the brand 500,000 plays within six months; the game reached over 700,000 people within three weeks.

My team concepted the game based on the insight that hidden object games skew highly with Friskies’ target consumers; 59% of hidden object gamers are women between ages of 25-54 (source: Media Metrics).

Here’s a walkthrough.