Feed
Index


I'm a Creative Director with over 10 years of experience working with brands like AT&T, Delta Air Lines, Bridgestone, BellSouth, REI, ING, Embassy Suites, Toon Disney and more. I began my career in interactive design and motion graphics and now lead creative direction and strategy for digital experiences at Razorfish after a 3-year stint at world-renowned creative shop BBDO.

If I'm not at work you'll likely find me somewhere in the middle of nowhere. Other things I've done: college instructor, graduate student in Psychology, Emergency Room assistant, BBQ restaurant manager, and a few others. I've got stories.

Drop me a line sometime - I'd love to hear from you.
email: me@tobypast.com mobile: 404-539-7799



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.


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.

Droga Chocolates - Michelle Crochet from Toby Past on Vimeo.



Pacesetter Technology - George Stavros from Toby Past on Vimeo.



Tastemade - Joe, Larry, and Steven from Toby Past on Vimeo.


The New Delta.com from Toby Past on Vimeo.



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.




Delta - "Touch the Future of Travel" from Toby Past on Vimeo.

Challenge: Create an engaging experience that immerses VIP 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. They also like to feel savvy.

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 a personalized way 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.

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!



Check out the case study below.



Update: 2009 Addy Award winner - Interactive Campaign
 
  Getting more posts...