role: Creative Director
art direction and design: Peter Hahn, Dima Kronfol
copy: Jim Thompson (CD), Jeff Scardino, Luna Hurtado
director: Jonathan Pearson
executive producers: Akiko Nakashima, Adam Dolman
fabrication and production: Unit 9
We wanted to show how Aetna can take a different approach to healthcare in America – starting with smoking cessation. Most messaging ranges from threatening, and dark to scolding. But what if we positively messaged people to consider quitting.
We created Machine 11. It invited lucky passer-bys to trade in one cigarette for an 11 minute experience. Every cigarette can take 11 minutes off your life so giving up one could give you back 11 minutes – and we wanted to make them memorable. The experiences were fun and touching, from playing with a pile of puppies to having an improv session inspired by your life. The machine went prime time, journeying to the west coast where we had a segment on Jimmy Kimmel Live, featuring his sidekick Guillermo escorting fortunate folks to a hilarious bubble wrap 11 minute experience. We also had a famous Viner there to partake in the fun and were picked up on Huffington Post and Unworthy. Our videos, content, factoids about quitting, and social engagement were all housed on Tumblr page that became the hub of the 11 Initiative.
The resulting responses to the videos was overwhelming - expressing gratitude and appreciation of the positive message. People also shared personal stories with some moved to tears. A great reception for Aetna as a brand, trying to re-think healthcare, in an otherwise inhospitable category. And with 2.6+ Million views and hugely positive social sentiment, it is Aetna's most successful social campaign ever.
role: Creative Director, designer
design: Vanessa Lo, Katie O'Keefe, Peter Hahn
copy: Jim Thompson (CD), Alena Cason, JonMichael DaVirro
director: Brandon LaGanke
British Airways has one of the most comprehensive cultural offerings for their flights to India – from crew in sari's to vegetarian meal options and bollywood entertainment on board. What they were lacking was an emotional connection to young Indian ex-pats living in North America. They felt British Airways did not understand them, their needs and felt they were cold and not culturally relevant. We looked to the cornerstone of most Indian families - the matriarch, their Mum. Indian mums became hero of the campaign to connect to young Indian Americans in the most heartfelt way possible - they miss their Mums. Everything in the campaign was inspired by India, the look and feel and tone: but most importantly, by Mum herself. To launch the campaign, a touching video piece was created that focussed on a real story of one Indian Mum and her son residing in New York City.
The amazing results: an instantly viral video, garnering over 1M+ views, prevalent in social media in North America, India and beyond. Posted about by amazing people like the CMO of Coca-Cola, the CEO of Linked-In, posted on the Huffington Post, an increase in bookings and a completion rate of 70%, despite it's 5 minute length. And of course, a lot of nostalgic tears shed.
role: Group Creative Director
art direction: Katie O'Keefe, John Carlucci
copy: Jim Thompson (CD), Jeff Scardino
director: Brandon LaGanke
producers: Maureen Phillips, Jason Way
production: Pink Buffalo
For another initiative, Aetna wanted to tackle something that most people feel daily, but put at the end of their health priorities – sleep deprivation. It is one of America's most important health topics that few were talking about cohesively and we wanted to bring attention to it.
We focused on one of the most emotional things we lose when we don't get quality sleep – our dreams. We found three real people who had not dreamed in years and had recently been cured and began dreaming again. First dreams tend to be very vivid and each we selected had beautiful visuals and helped the dreamer realise the gap that had been filled again by dreaming. We recreated their first dreams as a reminder that dreaming is just one amazing symptom of a good night's sleep.
role: Creative Director
ACDs: Alena Cason, Scott Galbraith
design: Peter Hahn, Stefan Georgi, Anna Burns
copy: Alena Cason, JonMichael DaVirro, Chris Mendez
British Airways has a long history of innovation, but in recent years, they have seen that reputation decline as more and more competing airlines have all begun offering similar product and services. We needed to do something that would help bring back British Airways as an innovative thinker while reaching out to one of the largest pockets of innovation in america – Silicon Valley. We focussed on what BA does best, which is connect people, communities and ideas alongside some of the brightest minds in tech and beyond.
The answer was called "Ungrounded: an Innovation Lab in the Sky." We invited 130 thought leaders, from a range of backgrounds, to board a BA flight from San Francisco to London. During that time, they were briefed: you have the length of the flight to tackle four global problems facing the industries of Science, Technology, Engineering and Maths (STEM).
The program was launched with an event and evening with influencers. We exposed the delegate selection process and showcased the selected, such as the founders of GoogleX and Craigslist. We held a contest with Mashable to allow readers to win seats on the flight. We had press conferences, google hangouts and media participation from Wired and TechCrunch. And finally, the delegates got to present their ideas at the UN's G8 Summit.
It was British Airways' most successful social campaign in history, reaching over 100M twitter users and generated 11,000 online mentions. That was in addition to the 90+ write ups that reached 225+ million readers. And as important, a positive shift in perception: "I used to think of BA as an old establishment. Now I see it as the future with a dedication to paying attention to people, technology and what's relevant to society and culture today. Bravo. I've been telling everyone about this."
role: Associate Creative Director
design: Antonio Carusone, Kai Pham
copy: JonMichael DaVirro
Castrol Edge wanted to try to better leverage their relationship with the NFL, especially in the digital space. It was an opportunity to extend engagement beyond commercials so we came up with a few fun ways to immerse NFL fans in experiences featuring the Castrol Edge brand.
Concept 01: Perform in the Pocket
Imagine knowing what it feels like to lead your team to the super bowl. Now, the glory, the competition, and the camaraderie can be yours, with Perform in the Pocket. It’ll take top performance, teamwork, and endurance. Download the mobile app, start a team with up to 4 friends, and “pass” and “run” your ball for the most yardage all the way to the super bowl.
Concept 02: Snap Decision
Castrol Snap Decision gives you the chance to test and perfect your Castrol adaptive strength by answering quick questions about live action of a game as you watch with friends. You’ll need to think like a coach to build power points by predicting gameplay as it unfolds in front of you.
role: Creative Director
art direction/design: Katie O'Keefe, Anna Burns
copy: JonMichael DaVirro, Alena Cason, Christopher Mendez
director: Brandon LaGanke
Did you know British Airways flies beyond Britain to hundreds of destinations all over Europe? Most in North American didn't, or assumed they didn't. In truth, BA and their partners, fly to almost anywhere in Europe and beyond. And thanks to all the ways you can get there, BA makes Europe more personalised and "yours" – Yourope.
We needed a way to not only comminicate variety and choice, but also spark the desire to travel, explore and show that everyone's expereinces can and should be their own. So we created a series of adventures around some major destinations in Europe. They became a YouTube interactive "chose your own adventure" series that let's the user chose to see two sides of these famous cities – both being unique and unexpected. It was launched with a plethora of digital goodies, such as Vine videos and Pinterest boards.
This campaign has been enthusiastically embraced by our client, and is being shared across British Airways' network partners as a valuable way to sell exciting travel for all the joint businesses.
Travel trends site Skift said of this campaign: "The video's smart use of technology will stir up wanderlust in even the most grounded of viewers and surely be one of the best travel ads launched this holiday season."
role: Senior Art Director/Designer
This was a concept for Chanel's online makeup/skincare boutique, showcasing strong thinking on how to elevate it's e-commerce to a couture online shopping experience through both striking visuals and intelligent "shopping cart." We also wanted to create a cohesive brand experience. Many cues were taken from Chanel's rich brand history. It was in the facets of their famous Chanel No5 Parfum as well as the stairwell at Rue de Cambon and the cinematic aesthetic of their ad work. But we also wanted to exude a luxe user experience as well so we developed smart shopping carts that recreated the personalised in-store experiences.
role: Creative Lead/Designer
This was a brand concept piece for Nike 6.0 Women. The focus was a short video piece highlighting both a current understanding of the brand and a potential new visual story. The 6.0 Women's brand exemplifies women's perspectives in commonly "male" sports (snowboarding, surfing, bmx)- having strength without surrendering femininity.
he video look follows a path of a larger composition, showing a "day in the life" focussing in at multiple elevations denoting surf and snow. The elevation maps natural curves contrasted with the harder geometry of the triangles show that balance of hard and soft. Also shown are a few initial mood study pieces and as a fun side note, the background pattern was scanned form tissue paper in nike shoe packaging.
role: Art Director/Designer
art of a huge re-haul for fordvehicles.com, these were screens that eventually became prototypes for not only reframing the brand but also testing some new ways of car shopping. These included real time inventory maps and a intelligent predictive breadcrumb that showed both contextual past and future. The terrific truly iterative, collaborative thinking done by the CRUX (creative/user experience) team was so strong on this that much of it went on to be implemented, even if Razorfish's creative role was eventually phased out.
Continuing in my self Cinema 4D training, I was making a small tree, which when hyper nurbs were applied created a antler-esque appearance. Here are several materials and lighting applied to this "antler tree."
Used the Leica, taking some photos of the light play off a prism and bringing them into photoshop to layer and overlay them.