My team and I named and launched the 9th Tony Hawk game for Activision called “Proving Ground.” I also launched Nikon’s first digital camera.
This was an idea we originally presented to the Holocaust Museum in D.C. that deemed it too edgy to run. Thanks to the persistence of the director, Mike Franzini, think.MTV.com bought it to raise awareness of the holocaust with younger viewers. The idea? Imagine if this happened today. To you and your family. Because it happened to real people.
This was the opening video to the prestigious Hatch Advertising show. The idea was to show the pitfalls of focus groups by creating an animatic of Apple’s legendary “1984” Super Bowl commercial that launched the brand. We tested this with real people who had never seen the commercial. All their reactions are real and genuine. Sadly.
This was the One Club’s first ever box set for their prestigious award show annuals. The insight was simple. You either made it into the book or you didn’t. And if you did, you want people to know about it. So we created stickers where you could denote what page you were on.
To launch our “Make it better” campaign, we inserted a postcard made of wild flower seeds along with the magazine spread ad. So not only could you make someone’s day better, they could plant your postcard in the ground and make their environment just a bit better.
Headline: The sky darkens. The grin broadens.
(For women’s boots) Headline: They will protect you from everything but cold, icy stares.
Headline: Cold can’t get your feet if cold can’t find them.