Advertsing

ABSOLUT GIFT

 

ABSOLUT had a rich tradition of creating holiday spectaculars. Because the holidays are a time when people get together, we continued this rich tradition online with ABSOLUT GIFT. The ad teased the used wit a loose ribbon, and would unravel as the user moused over the ad revealing more paper below. One the unwrapping was done, the user would be invited to print limited edition Cynthia Rowley wrapping paper.

Through the Ad we made it possible for users to download 4 different gift wrap designs that were created by based on designs by Cynthia Rowley, that we created by designer Meghan Williams.  Because this was a user action, it could be tracked, and inform the brand of the advertisements performance. 

ABSOLUT COZY. Was a collaboration between ABSOLUT and Cynthia Rowley. They Distributed 1 Million in the Sunday Edition of the New York Times in December of 2001.

ABSOLUT COZY. Was a collaboration between ABSOLUT and Cynthia Rowley. They Distributed 1 Million in the Sunday Edition of the New York Times in December of 2001.

Doctor's without Borders

Print/Poster campaign, by my colleagues Marc Klein, Toby Barlow, and Michelle Williams.  Lourdes Banez  at TBWA\Chiat\Day, Photo by Chip Forelli.

Print/Poster campaign, by my colleagues Marc Klein, Toby Barlow, and Michelle Williams. Lourdes Banez at TBWA\Chiat\Day, Photo by Chip Forelli.

Leveraging the strengths of the animated gif and the common language of street signs.

When I was at TBWA\Chiat\Day the agency made a point of working on projects that would help the world around them at no cost to the client, in exchange for the opportunity to make great creative work.   When I was invited by a creative director, Marc Klein, to help him on a project for Doctors without Borders, I jumped at the chance.  The doctors needed a way to communicate how hard their job was and how harsh the conditions were where they were needed most.

Marc and his team created a campaign that would support two camps, one in New York and one in Los Angeles that would demonstrate the conditions in the third world, in two major American cities. Marc made an incredibly bold, yet simple campaign to support the initiative, and my team created an digital media campaign with looping animated GIF89As.  The digital campaign earned recognition at international award shows. Hat tip to Lawrence Levene, who animated the running man.

The 'Mines' banner was particularly difficult, because of the level of animation required, and the need to keep the file size low so that It could be served on the most sites. By restricting the color pallet, and the animation area, we were able to keep the file size low, while keeping the visual/aesthetic quality very high.

 
 
dwb_bombs-3-814.gif
 
 

Awards
One Show – Silver Pencil Interactive ( 2001 )
Cannes – Gold Cyber Lion ( 2001 )

 

ABSOLUT INVESTIGATION

 

This was the first ad that we created for the paid media campaign for ABSOLUT. It was designed to run on NYTIMES, Wired, and CNET. One of the main challenges was to get the imagery to look good, while living under the 60k file load limit.  This ad ran in 2001, when file sizes for ads were between 10-15k, and rich-media ads were around 30k.  At the time we worked with ad caching technology that would allow for the ads to load into the cache on the computer an play once it has been loaded. I felt strongly that the ad needed to have a prescribed button to take you to the absolut.com site, in order to build trust with users.

 

DeBeers – Design Your Own Engagement Ring

In 1999/2000, while at JWT I worked with copywriter Garth Horn, to develop this 15 second spot for DeBeers to launch the new adiamondisforever.com website, which had a new area that I helped create called "design your own engagment ring (DYOER)". The DYOER program made it easy for men and women alike to design and share rings via the internet.  The launch spot for the program crashed the DeBeers website the first 6 times it ran.

STORY BOARD

The idea was very simple, as the woman clicks with her left hand, the ring on her finger would change. We did a one day shoot with a hand model on a sound stage, and the ring was added in post.

The idea was very simple, as the woman clicks with her left hand, the ring on her finger would change. We did a one day shoot with a hand model on a sound stage, and the ring was added in post.

 

In 2000, the integrated campaign, which included the website, and online ads was recognizes by Adweek's IQ division as "Best Online Campaign". READ ABOUT IT HERE.