AT&T tasked us with finding a fun, memorable way to talk about their sponsorship of the 2016 Tribeca Film Festival.
We enlisted the help of Tracy Morgan to create a celebration of film fandom, bringing to life the idea that NYC is a place where everyone has very strong opinions about what makes for a great film.
We also created print and OOH that spoke to how New York City is a city of film lovers, and that AT&T helps you express your unique love of film in a way that's unique to you.
AT&T's fast, extensive network has been integral to the success of small businesses all over the world, but particularly those whose founders rely on mobility and connectivity to run their businesses from out in the field. Businesses like TOMS shoes.
To show the power of AT&T's network, we went behind the scenes with TOMS shoes to tell the story of how AT&T has been vital to the company's growth since it first began in Blake Mycoskie's apartment more than a decade ago.
And to bring people inside the great work TOMS is doing in the developing world, we also produced a 360 VR film on-location at one of TOMS shoe drops, when they brought much-needed footwear to a community center in Colombia.
Nestle Toll House was in a rut on social media, and wanted to do something more interesting...more unique to the brand. Most brands use Photoshop and Illustrator to make their social content, but Toll House is all about getting your hands dirty and making something from scratch.
So we created the Toll House Social Media Bakery: an actual kitchen where we made each post out of real ingredients, creating something fresh and edible each day for Facebook, Instagram and Twitter.
From hand-made fonts to frosting designs to custom cake color shades, each post recipe was unique and painstakingly crafted using each social platform's content specs, then photographed to post online.
See first video for the case study.
Thanks to the popularity of home consoles like XBox and Playstation, classic video game arcades all over the country are closing. So when Stride Gum asked us to help them find a cause that young men care about, we created "Save the Arcades," an integrated campaign dedicated to saving arcades all over the country.
First, we created a series of films creating awareness of this grave issue, distributing them via social and generating tons of earned media coverage wherever video games and tech are discussed online.
Then, we created a way for video game fans to get involved and make a difference. We made Zapataur, an online game that paid homage to classic 8-bit titles from the 80s. The more you play, the more money gets donated to classic arcades around the country.
IRL, we held fundraising gaming marathon events at arcades around the country, featuring celebrity gamers and Zapataur marathons to raise money for local arcades.
Within 2 days of launch, players had racked up more than a billion points. The campaign was picked up by WIRED, IGN, Kotaku, Gizmodo, hit the front page of Reddit, was syndicated by Reuters and got covered by hundreds of outlets around the world.
Oh, and the arcades we focused on actually raised enough money through Zapataur to stay open!
Ad agencies are great at testing creative ideas before pulling the trigger, so why not apply that expertise to other things? Like what you plan to get your mom for Mother's Day?
We created Intelligift, an online tool that lets you focus group test your Mother's Day gift ideas before you give your mom yet another reason to be disappointed in you.
Tell us a little about your mom, tell us what you're planning to give her, and we run a quantitative and live qualitative analysis with a focus group of real moms, in real time.
Each user receives an indexed score with detailed feedback, along with a video of their session, all of which is easily sharable across Facebook and Twitter.
The One Show wanted more people to vote on submissions for its One Show Awards, because advertising people are selfish and were only voting for themselves without looking at anyone else's work.
If you want to receive the favor of the advertising gods in the form of a One Show pencil, then you need to generate some good karma first. So we created an interactive game for OneShow.com featuring a spinning karmic wheel.
Each time you view a case study, you get to spin the wheel. If the concentric rings line up just right, you might win a token of favor from the advertising gods: lunch with Gerry Graf, Jeff Bejamin's old sharpie, things like that. The more case studies you watch, the more karma you build up and the more chance you have to win karmic rewards.
See the first video for the cosmic case study.
To showcase the endless style possibilities offered by Macys.com, we partnered with style icon Clinton Kelly to stage a 24-hour live Twitter experiment: Ask Clinton any fashion question you want, and he'll answer with a video, made on the fly in real time.
On a set in Macy's headquarters, we created hundreds of videos over a 10 hour period, improvising, writing scripts, staging, grabbing props from the store, shooting and editing as we went.
WORK IN PROGRESS....
Most chatbots are for customer service, but machine learning platforms have so much untapped potential as sources of immersive, narrative entertainment
As an experiment in AI's ability to behave like a "real" person, I'm creating a chatbot that replicates, in Facebook Messenger, Dr. Frasier Crane from the greatest TV show ever made, Frasier.
Built in AIML on the Dexter chatbot platform, the bot mines all 264 scripts from the TV show to learn how Frasier "talks." Tell Dr. Crane your problems, and he will draw on the scripts to engage users in a conversation, just like they're calling into his popular radio show on KACL.
This is an ongoing experiment in AI and machine learning, and will evolve over time.
When you really, really need to call your mom, why bother unlocking your phone, searching for her in your contacts and pushing all those buttons? What if there was an easier way to call your mom, where and when you need her most?
Introducing Mom-1-1, a modded Amazon Dash button that automatically dials your mom at the push of a button. Install it wherever you think the need to call mom might arise most urgently--on your stove, under your desk at work, in your car. Now mom is just a push of a button away!
Featuring an embedded SIM card, a microphone and speaker, this Dash button works like a single-contact, single button phone. Just push it, wait for mom to pick up, and everything's gonna be ok.
When Miller-Coors announced that it was bringing Zima back to store shelves after a 20+ year absence, we were tasked with creating a way for Zima fans (and younger, Millennial consumers) to (re)acquaint themselves with the most iconic brand of the 90s.
So we created an artificially-intelligent bottle of Zima.
The bottle has been in hibernation since the brand went away in the mid-1990's, and now needs your help to learn about the year 2017. Through a simple conversational interface, teach her what she's missed and in return, she'll tell you all about what it was like to live in the best decade ever.
Within 24 hours of launch, users initiated more than 100,000 conversations with the bot, and spent an average of 5 1/2 minutes chatting with it.
LAUNCHING FEBRUARY 2018
Getting contact lenses for the first time is scary. So scary, in fact, that 10% of new lens wearers quit and go back to glasses in the first 90 days. 25 percent quit in the first year.
Acuvue wanted a way to be there for these people 24 / 7, to lend emotional and instructional support to help them stick with their new lenses until a habit is formed.
So we created Alex, a fun, friendly AI assistant who is always there to answer your questions, provide instruction, and empathize with your difficult transition from glasses to contact lenses. Talk to Alex whenever you want on Facebook--she can answer nearly any question you have, and can talk you through any frustrating, painful moments you might encounter on the path to lens proficiency.
This is the weirdest thing I've worked on so far.
As a companion experience for our acclaimed 'I Haz a Catnip in Mah Head' TV campaign for Litter Genie, we created an oracular Facebook experience inspired by a Magic 8-ball.
Ask the magic Litter Genie anything, and it will give you an answer from a cat's perspective. Once you know your future, share your destiny with your friends, because knowledge is power....I guess?
I'm the lead singer and songwriter behind the band Controller, a popular synth rock new wave band that's received national radio airplay, been featured in national TV and online ad campaigns, supported some of the country's hottest bands and received accolades from the country's top music press.
Rock and roll is not dead! It just works in advertising now.
What if there was a way to turn clips from your favorite TV shows and movies into ready-to-post gifs in real-time, using nothing but your voice.
Introducing GIF-O-MATIC, an Alexa skill that communicates with your set top box to record gifs of what you're watching, in real time, as you watch TV. See something meme-able? Just say "Hey Alexa, make a gif of that!", and it will record the last 5 seconds of whatever was on your screen and text it to your phone.
Now you can tweet that sick dunk a split second after it happens. Or gram a classic Daenerys revenge kill before the credits even roll.
Gif all the things!!!!
Macy's wanted a fresh approach to their iconic 85 year-old Thanksgiving Day parade--one that would reach engage people who couldn't attend in person, and who might not watch the old-fashioned telecast on TV (translation: Millennials).
Each character in the parade already has a Twitter account, so we saw an opportunity. Using the Macy's handle, before and during the parade, we started cheeky conversations with different characters, floats and personalities featured in the parade.
Adding a real-time social layer to the parade increased engagement on social media by 50 percent during the event, and resulted in hundreds of thousands of tweets from people all around the world who wanted to get in on the action.
Working with Reddit, we staged the first branded AMA ("Ask Me Anything") session with the team of scientists and engineers that built Watson. Within one hour, it became the most popular AMA session in Reddit history....Even more popular than Barack Obama's.
In a candid, real-time chat, Redditors asked 2,510 questions, ranging from the highly technical to the totally ridiculous, changing how the media and the most opinionated geeks on the Web thought about IBM, Watson and its ongoing work.
When The Today Show and Good Morning America call YOU about your campaign, you know you're onto something big.
Kodak is all about capturing and preserving life's most amazing moments. But what about when a Kodak moment go horribly wrong? Could the brand step in and fix it?
The blogosphere exploded when they came across a photo of a little boy getting jilted by bombshell actress Megan Fox. So we had Kodak offer a cash reward to anyone who could identify the boy, and promised to give him a second chance to have his Kodak Moment.
Within 6 hours, the story had gone viral around the globe, and a flood of anonymous tips led us to a boy named Harvey in the UK. The Today Show called us to arrange a meeting with Megan, as she was appearing on their show the following day, so we put him on a plane. The rest is history.
More than a billion free media impressions later, Harvey was on the Today Show, and Perez Hilton called it the best marketing stunt he had ever seen.