In our first new brand campaign for Holland America Line, we started by repositioning Holland as the cruise line for guests who are seeking a truly authentic local experience in destinations around the Caribbean - their most popular cruise destination. To do this, we identified trending locations and set out to discover the best local experts in each of them to share their stories and point-of-view as Local Ambassadors and experts on what makes the Caribbean a microcosm of the whole world in one beautiful blue sea.
We shot our films with a social-first mindset, ensuring we could repackage our stories for social media and display media channels, as well as on owned channels. The resulting :30s and full-length films were placed on Facebook and FB Stories, Instagram and IG Stories, YouTube and HollandAmerica.com and are changing the way existing and new guests think about Holland America Line, increasing their attractiveness and relevance to new travelers seeking more authentic cultural experiences.
Razorfish was invited to pitch a new, retail-centric experience for Delta Air Lines, to completely reimagine what their site experience could be and, in the process, create new territories for their business to grow.
Over the course of two years, we worked hand-in-hand with senior leadership to create a shared vision for the new Delta Air Lines in digital, and the resulting new site, suite of mobile and tablet-based apps, and various touch experiences have helped to establish Delta as the industry leader in digital integration across the globe.
How do you take a company with a great, storied past, full of powerful and relevant brands, and bring it fully into the modern digital era?
We started by going back to their roots, the DNA that makes Honda great - simple, clever innovations born from dreamer-doers, applied across an amazing range of mobility products - and applied that understanding to a fresh digital first customer-centric approach to storytelling and service.
The beauty of a Honda lies in it’s understated elegance - it just works - unlocking a world of possibilities. And just like a Honda, your first experience at their new site is only the beginning of many great stories to come.
It’s one of the most iconic supercars that people know because it was made to be accessible…a supercar that could be driven every day, not just on the track. And though most people will never own or even see a new Acura NSX in their lives - that doesn’t mean they can’t dream about one.
That thought drives the Explore & Build experience we created for our clients and the many fans of the NSX - the chance to understand everything that goes into the making of the world’s only everyday supercar in a startlingly fresh and unique way.
Made to be highly visual, interactive and engaging, and ultimately shareable, our NSX experience encourages playful exploration and learning and, ultimately, sharing your NSX with friends and saving for later dreaming. Here the dream never dies.
Update: 2017 multi-category Addy Award winner
How does a big brand with public perception challenges start an authentic, meaningful conversation with it's audience? By having real, authentic conversations with it's audience.
In announcing the creation of a new online community for small business owners, the Business Circle, we felt it was important to share real stories of business owners already out there, chasing down their dreams and using technology to overcome obstacles daily. We found 5 great business owners and spent 3 weeks putting together their stories to share with others, and kicked off the exciting adventure of building a community of like-minded dreamers and doers.
Here are the first of many great stories to come.
To immerse VIP guests of Delta at Madison Square Garden, we created a personalized way for them to discover new destinations, with curated content from around the globe and fantastic vistas from exotic locations.
The whole world literally becomes a playground of photos and phrases, connecting you with a host of destination recommendations. In each lush destination you find intriguing factoids, quotes, photos and video. Each time you add new phrases, more recommendations appear.
When you’re done exploring, just scan a QR code and all the destinations you visited are delivered to your smartphone for reminiscing or booking. You can share it with your friends on Facebook, Twitter, or Foursquare.
In launching the first new vehicle page for Honda on a new responsive platform, we thought it was high time to rethink the typical auto site experience. Today most have multiple pages with information scattered across them, making it hard to find what you're looking for.
In typical Honda fashion, we boldly simplified the experience by putting everything you need right at your fingertips in one long-scroll page. An inspiring visual hero story at the top of the page, quickly then to the images most people want to see - exterior, interior, and feature imagery and descriptions, and then the chance to build and price your Civic right there on the same page...no need to go anywhere else.
At the end you can find your local dealer and move on to the next step of finding the car you're looking for, all without ever going to another page. A great first step in the right direction of designing rich experiences around customers' needs, and fun to use too.
Update: 2017 multi-category Addy Award winner
Last year, I was fortunate to be part of a global concepting team coming up with ideas to help launch the new Mercedes CLA in the US market. I quickly assembled a small team in my office to generate ideas and took an even smaller team up to NY to work with our global leads in putting the ideas together.
At the end of the day, we had 5 great ideas that were bought as part of a phased launch plan by Mercedes-USA, including my idea to put the CLA in the hands of ingenious web auteur Casey Neistat. Casey did what Casey does, and the results were stellar in terms of getting exposure for a brand that's typically perceived as staid and for older folks in front of a new, younger audience.
REI asked for a new way to get people excited about the upcoming Snowsports season, something different. So we said, why not commission 10 up-and-coming bands, like Eagles of Death Metal, The Apples in Stereo, Robbers on High Street, The Rentals, and more, to do original songs inspired by snowsports, make music videos and cool wallpapers, and put it all in a cool 3D interface.....oh yeah, and they're all FREE TO DOWNLOAD!
Update: 2009 Addy Award winner - Interactive Campaign
Challenge: Create an engaging experience that immerses store guests in the Delta brand, builds brand preference, and gets them excited about flying Delta.
Truth: Travelers get excited about where they're going, not how they're getting there.
Idea: Let's make it exciting for our best customers to dive into beautiful destinations, learn about them in a fun, memorable way, and get excited about traveling.
Experience: We created an open-ended experience that put the user in control. First users choose the type of mood they are looking for on their next getaway. From there they select from a variety of mood-based tiles that, when put together, provide a range of destination possibilities. The result is a beautiful graphic montage and photography that transports the imagination.
To extend the experience beyond the store, users are prompted to use their mobile device to snap a pic of a QR tag associated with each destination that allows them to explore additional destination info, video and travel packages.
Update: 2011 AIGA SEED Award winner - Interactive Best of Show
For REI's Spring Cycling campaign, we produced a video story called "The Cycle", which features three heroes going through their daily routine, sharing the same bike as they get things done in a fun way. At key points in their journey, a lower-third overlay featuring products they were using would pop-up and give viewers the chance to learn more about them.
I helped lead the creation of the ING Your Number campaign, a multi-channel campaign built around the idea that we all have a number we need to hit to retire comfortably, and ING can help make that easier.
Both of the actors have interesting backstories; one was on NYPD Blue and the other has a very famous Hollywood dad. See if you can guess who.
Update: this campaign won 3 MIXX Awards from the IAB in New York, the second most awards at the show.
Update 2: 2009 Gold Addy Award winner - Interactive Campaign
Update 3: 2010 Effie Award winner
REI asked us to do an intro video for their Active Family Video Contest to let participants know how to participate, and do so in a way that would encourage them to use their own creativity in their videos. So we proposed a fun stop-motion piece, with a very handmade feel, to embody the good vibe of the REI brand as well as communicate the process for participation.
We also designed a flash module for their YouTube page covering the process and prizes in more detail. It was a fun project to direct, and we hope that outdoor folk of all bents will find it inspiring.
Music videos concepted as part of the REI GoPlaylist campaign, Winter 2008-2009. Ten bands, ten original songs inspired by snowsports, nine custom music videos to go with them, all done by a small in-house team.