Kia Motors launched their hybrid crossover the Niro on the largest stage on the 2017 Super Bowl and casted Melissa McCarthy as an ill-fated eco-warrior. This commercial garnered 26+ million YouTube hits, won USA Today Ad meter and won YouTube ad blitz.
We took that concept and blew it out into a full digital rollout using trending hashtag #SmarterWay, product videos continuing Melissa's journey, a contest that let fans claim real props from the ad, real-time engagement during the big game, and wildlife adoption kits that let fans get in on the sweet eco-warrior karma.
Jack in the Box decided launch its mobile app and needed to gardner attention. We leveraged Jack to create engaging commercials, a 360 universe, product video gifs, and a Facebook Canvas.
Nissan and The Voice team up to challenge Adam Levine: can he sing his latest single Sugar while being whipped around in a GT-R by professional driver Rich Rutherford?
This is Nissan's most successful social video in the history of the brand, with over 12M+ views.
The rest of the season didn't do too badly, either. See The Voice highlight reel below.
I'm a founding member and creative director of an iOS app called Evenflow. Being the first employee of a scrappy startup means wearing a few different hats: branding, UX, design, website, emails, investment decks, social channel, growth, and more. We currently have over 11,000+ users at an acquisition rate of 60-80 downloads a day, with 300+ paid subscribers and now going into series A funding.
App Download: appsto.re/us/m_uDgb
We created a robust digital campaign to launch Jack’s all-new Brunchfast menu.
• 360° VR video
• Facebook Live video with Funny Or Die
• Snapchat & Instagram Stories
• Facebook Messenger chatbot
• Interactive ComplexCon Installation
Everyone's got a power song that lifts them up 200%. This is a story about how one guy uplifts an entire city through a shared love of music. In the spot, we see an epic highway sing-along ignited by our hero, who drives a Nissan Sentra. We cast TJ Smith—a YouTube performer who does just that in real life—as our lead. Through the car’s NissanConnect and Bose sound system, TJ shares his power song, inspiring people to sing along with him, transforming an every day drive into an epic, joyful journey.
Director Michael Gracey’s unique talent and sense of spontaneity and fun were instrumental in bringing this story to life. Renowned for the meticulous technique demonstrated throughout his body of work, including T-Mobile’s groundbreaking “Dance” spot, Michael lives for the challenge of creating true real-life moments on film. Through precision planning and drawing in sequence, he crafts great performances that feel real, narrating the story of how TJ and his NissanSentra uplift an entire city.
How to bring attention to the million of auto crashes each year from texting and driving? We partnered with Steve Babcock’s “Red Thumb Reminder” with Adam Levine, Maroon 5 front man and coach on NBC's Emmy Award®-winning singing competition, "The Voice," has also joined in to help raise awareness for the issue. On Dec. 15, during "The Voice" broadcast, Levine will declare the following 24 hours "Red Thumb Day," urging drivers to put their phones down when behind the wheel, not just on that day, but everyday.
Nissan is encouraged drivers to join the Red Thumb movement by sharing photos tagged #RedThumb via their favorite social media channels. #RedThumb posts will be featured on a microsite, along with a special message from Levine supporting the cause.
For the Super Bowl we compared the Kia Optima to colorful polka-dot socks with Christopher Walken. We then partnered with leading socks creator, Stance to create an original custom sock. We then set out to create a truly original digital campaign using the #AddPizzazz: we created instagram games, influencer packages, Vines, surprise and delight, real-time gifs and even rewarded those who spelled Pizzazz incorrectly with Pizza.
Not to mention Nightline took interest and featured us in an interview.
In this partnership between Nissan and Amazon, a familiar locker becomes larger than life—and is now powered by social media. People interacting with it on the ground in San Francisco got the chance to win prizes, including one brand-new Nissan Rogue.
The piece earned local, live and international press coverage in 16 countries, as well as over 2M impressions on social media, becoming the #2 trending topic on Twitter in the US.
We teamed up with Olympic gold medalist and Men's Fitness workout guru David Jack to create the Ryan Lochte Office Burn – a tongue-firmly-in-cheek piece of branded content. The faux office workout program was not only designed to entertain – but also encouraged viewers to submit their own version of the video.
USA Burn Notice wanted us to solve for their interactive audience. The answer was a series of mission based ARE, users were asked to solve a mystery with the help of show stars
Covert Ops is a Web-based Alternate Reality Experience that enables Burn Notice fans to assist the series’ main character Michael Westen (Jeffrey Donovan), a burned spy chock full of experience, morality, and wit. Players join his team and learn the tricks of spycraft.
The game garnered so much fan experience that two seasons of the game was created.
For the Playstation 3 launch we needed to position ourselves as something way beyond a game or toy. This print and OOH campaign communicated that sentiment loud and clear.
To create buzz at Comic Con for Steven Spielberg's TV show Falling Skies, we started an underground alien resistance group. A mysterious QR code that revealed the groups website and content videos was sent to fanboy bloggers who spread it out all over the internet.
Light Bringer Project Foundation
I'm the Lead Organizer as well as Creative Director for TEDxCulverCity for the last 4 years. I've hosted 8 events, as well as managed: design, communications, speaker appointment, manage volunteer team, sponsorship, post production, etc. This is something voluntary and is not for profit. I enjoy helping to connect inspirational people with an audience.