As a CD/ECD
Having led projects of every size at shops of every size, I've come to believe that smaller teams can work faster and go farther.
So that's been my MO as a CD. I look to build tight teams that move fast, aim high and aren't afraid to go beyond the ask.
The brief: Introduce millennials in emerging markets to Lenovo through a promo on social networks. The beyond: We created a social platform that soon became the network, giving young "doers" all the resources and connections they needed to turn their ideas into action.
The brief: Help! Our brewery needs a new website! The beyond: We used this moment to introduce a new brand platform–Everything for a Reason–that helped Ommegang offer a new level of detail about their craftsmanship.
To teach visitors about craft beer without "teaching" them, we let "Everything for a Reason" drive the design. With every interaction revealing exactly one new fact, Ommegang's attention to detail could easily be explored. See it here.
Posters followed, allowing us to explore the particular reason behind each beer, as well.
The brief: Help Windows reclaim ground–lost to Apple–among creative users. The beyond: We embraced the creative spirit within ALL users by looking at the small beginnings of big ideas. The campaign was a global success which, oddly enough, Apple later followed with their own “Start Something” campaign.
The brief: Give us three or maybe four big spots to sell just a few parts of our sprawling service. The beyond: How about making 20 small spots that can sell them all? And let's use a whole bunch of Butterflies to make a wild mix of business units feel like one.
The brief: Sing the praise of features X, Y and Z to prove Yahoo! has a new edge in the homepage game. The beyond: Knowing that feature wars are rarely won, we sought to herald the feature-makers instead, whose dedication demands a language of its own.
The brief: Convince people that Arco gas is actually as good as premium gas blends from the big brands. The beyond: While some drivers do have a romantic "race car" notion of driving, we knew that a much larger group has a "just get me there" view of the road. We turned that perspective into a true badge of honor, and JK Simmons into a straight up spokesperson.
The brief: Help us introduce Duvel Green in three major markets. We've got 50k. The beyond: Realizing that Duvel Green's entire brand footprint could be measured in square inches on a dozen or so tap handles in these cities, we turned it all into a tech-powered hunt under the theme "It's Yours to Find."
We built intrigue, while literally guiding customers to the bar, using longitude and latitude coordinates projected on buildings and guerilla posted across city.
Entering coordinates, or simply searching for Duvel Green, brought people to a series of branded Google maps with directions to the bar.
Street teams were deployed within two blocks of every location to bring searchers and passerbys in for a landing.
In each bar, drinkers were given passports with locations to other establishments that served Duvel Green. If they visited each location and received a stamp, they were invited to a VIP tasting party at a later date.
In just a few nights, we put this mysterious beer on the map by reaching more than 30,000 consumers in San Francisco, Chicago and New York, driving standing room only crowds and sold-out taps in every location.
The brief: Introduce Shine! from Yahoo! as the definitive online magazine with all the answers for women today. The beyond: We felt that the answer wouldn't be found in promising answers, but by embracing all the questions, the uncertainties and the conversations along the way.
The brief: Promote the idea that Yahoo! search results were better than Google's results. The beyond: "Better" answers is subjective notion that's notoriously hard to prove. So we turned Google's strength, plenty of results fast, into the threat of getting "lost in the links" with every search.
The brief: Help us create a moment to celebrate the latest Chouffe beer release in bars around the country. The beyond: Or we could start a movement–albeit a small one–with blogger kits, an AR app and even the World's Smallest Toast.
The brief: Introduce our (surprisingly somewhat kind of old) brand as a new player in the nutrition game. The beyond: Let's actually embrace your roots to show folks that it's not a game you're playing–it's a game you started.