Guinness TV Spot – Temptation Town
Light up Billboard

Agency: Grey Canada

My Project Role: Lead Art Direction, Copy Writing (script & billboard)

Creative Director: Glen Hunt
Directors: Nico & Martin ( Primo/Holiday Films )
Producers: Dee Anderson/Derek Sewell/Vicky Piantini
Editing: Panic & Bob
SFX: Crush Inc.
Original Score: Grayson Matthews

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Filmed over a 10 day shoot in Argentina with an incredible crew.

Light up billboard.

During the evening commute home this billboard would light up with a glowing, dimensional pint on the Gardiner Expressway in Toronto.

Playtex Dance Off Reskin

Agency: Grey Canada

Project Role: Lead Art Direction, Design
Illustrator: Luc Latulippe
Developers: Christopher Lewis, Toby Pilling

Due to the success of the Dance off game we reskinned and relaunched it in the summer of 2011 with a completely new look which also included adding in 20 more complete outfits with dance style themes from ballroom to tap to street.

GAME: Play the Game NOW

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Playtex Dance Like Rock Star Contest

Agency: Grey Canada

Project Role: Lead Art Direction, Design, UX and wireframe development
Illustrator: Luc Latulippe
Developers: Christopher Lewis, Toby Pilling

For the 2011 calendar year BringItOnCanada.ca and Playtex continued their drive at youth targeted social media marketing with a series of contests, games and Facebook applications. The Dance Like A Rock Star was their largest program with a huge price for a pampered trip for a lucky winner to the Much Music Video Awards. The contest was a standard form entry and contest promotion banners. However to promote the contest we launched a giant interactive dance off Facebook game.

The Dance Off game featured fully pose-able characters that Facebook users would position over a series of key frames and then play back to see their character dance. The figures featured interchangeable outfits and elements from hats to tops to pants to shoes to hair styles. And every one came with the ability to change colours. The ability to upload a photo directly from users Facebook Profile photo album allowed them to further customize their characters. Once they had a character and a saved dance they could select a Facebook friend who had the game installed and challenge them to a Dance Off – where the the two characters would dance side by side. The winner would automatically post on their Facebook wall that they had one. This created a simple but dynamic sharing aspect through the Facebook community. Rock Star Dance Game

Playtex Street Beats Dance Contest

Agency: Grey Canada

Project Role: Lead Art Direction, Design, UX and wireframe development

For the 2011 calendar year BringItOnCanada.ca and Playtex continued their drive at youth targeted social media marketing with a series of contests, games and Facebook applications. The Street Beats contest was the first of three contests. It included a dance video contest where contestants recorded themselves dancing and uploaded the videos for fame and glory. The top voted video won.

A Guitar-esque flash game was also developed using a filmed dancer who would dance as users matched beat notes using the arrow keys on their keyboard. Game ran on the Playtex Bring It On Canada website and in rich media expandable banners to help promote the contest.

Play the Game: Street Beats Dance Game

Mommyville Community Website

Agency: Grey Canada

Project Role: Lead Art Direction, Design, UX and wireframe development

Over the course of a 2010 and 2011 we took a single page website, adapted a US product site and frame work for the Canadian market, added and designed dozens of new areas and community focused tools and united what was a disjointed user experience into a cohesive single site: Mommyville. Mommyville consists of both Playtex Infant category products with user reviews and ratings but additional mother specific tools. They include articles categorized by your child’s age from prenatal to a year old, the mommyboard – where users can ask targeted questions with each other, resources and tools to use or download, a reoccurring monthly sweepstakes for members and a user “dashboard” interface that shows ALL relevant content to the logged in user at a click of a button. This includes everything from the current contests, to questions they’ve asked, or that have been answered and articles they should read.

A newsletter was also developed to be emailed to each user highlighting articles and content they should read – again all based on the age of their child. Mommyville is the first step in a larger digital future for Playtex Infant. The site is still ongoing and evolving to become a trusted community to match the quality of Playtex products – which dominate most of the infant categories with the top spots.

Site: PlaytexMommyville.ca

Cymbalta DepressionHurts.ca Symptom Checklist

Agency: Grey Canada

Project Role: Lead Art Direction, Design

Developed in Flash and as an HTML Mobile specific version, the Cymbalta Checklist was created to allow people who believe they may be suffering from depression score their symptoms. At the end of the process they would be able to view a break down of their scoring and print off a copy to take into their doctors. As doctors are the only ones who can truly diagnose depression the tool was developed to help people take that important first step to get help and be able to communicate their feelings in a organized way. A mobile version of the tool was also created.

Site: Sympton Checklist

At Grey Canada we recently launched the Global Mood Clock project in Beta. The project is a data-visualization experiment that currently exists as a website, desktop application (windows/MAC air App) and iphone Mobile Application/Andriod Mobile Application

I worked on it for almost a year on the side as Designer and Art Director with the team at Grey. I also wrote an article for a Grey WPP publication about it.

Awards:
2011 ADCC – Silver – Media Innovation – Global Mood Clock
2011 IAC – Best Marketing Interactive application
2011 FWA.com – shortlist
2011 M.FWA – Mobile App of the Day (April 15th)

For now here is some of the PR:
Global Mood Clocks works by pulling geo-tagged data for a diverse selection of major cities around the world, including Los Angeles, New York and Toronto, as well as Moscow, Rio de Janeiro and Sydney. The clocks, in addition to telling time, reflect the “mood” of a city by showing the dominant colour from the latest geo-tagged photo uploads to Flickr, as well as the top Google search and Twitter trending word, all in real time.

To Date the project has been featured by some great people including: www.designboom.com, www.AdsOftheWorld.com, www.adland.tv, www.theadbuzz.com, www.psfk.com, www.thedailyroundup.com, www.www.thedenveregotist.com among others.

Playtex BFF Facebook Game and Fan Page

Agency: Grey Canada

Project Role: Lead Art Direction, design, assorted illustrated elements

How do you target a naturally shy and emotionally complicated customer like 13-17 year old girls with a brand and product that at that age is social poison?

When Playtex Tampons approached Grey Canada asking for a way to do such a thing we took up the challenge and went looking for a way to reach them in their own comfort zone: Facebook. We had 3 things to accomplish. Drive brand awareness, reach new customers and help bring forward the brands current campaign Bring It On – which focuses on confidence and empowerment for young girls.

Using Facebook we created a fun and engaging game show to let girls find out who their Best Friend Forever (BFF) was. Players picked their 3 top friends and answered a series of questions based off of real information pulled in from their friends profiles: who has a birthday in august? Who’s favourite book was…? Who’s a fan of Twighlight?

Under a time limit they had to quickly select which friend was the answer. Each correct answer counted as a point. Each wrong answer counted as a negative. Fun sketchy illustration and animation was used to ad a fun sense of interactivity. At the end of the game they were given a savable image of their profile photo in a heart with their Best Friend.

To house additional content from the brand site a Fan page was also created.

Facebook Fan Page: facebook.com/bringitoncanada

Play the Facebook Game

Playtex BFF Facebook Game:

Playtex Bring It On Canada Fan page:

Strategy Magazine Back Page Augmented Reality Cloud

Agency: Grey Canada

Project Role: Lead Art Direction, Site Design, Print Ad Design. Illustration by Rene Zamic,

In August 2010 Grey Canada was asked to do an editorial commentary in the industry respected Strategy Magazine’s Back Page.  Wanting to focus on digital we decided to do not only the printed page but connect it to a simple Augmented Reality website to extend the conversation.

The concept focused on Agency life and how we can operate on a global network where the CEO may be in Toronto but the Project manager may be in Shanghai. Visually we showed this in the print piece with an illustration of a floor plan inside a cloud floating above a city with the statement: “The traditional agency of brick and mortar is no more. Grey Canada has given us an interesting look on how technology has transformed the world we work in. The Ad agency 2010. Address: Anywhere”

Users were directed to the website experience were they could join in the conversation on the subject and “Check in” to their own agency cloud. They would be asked to discuss, enter their name, position, location and agency. Upon submitting they would see  themselves and their discussion thread in their agency cloud along with anyone else who visited from the same agency.

For users with a web camera the physical printed page was used to control the cloud position and angle using Augmented reality. Letting them turn the cloud from side to side and see into the cloud with more depth.

Site: anywhere.greycanada.com

OTDA: Drive In Another Dimension: 3D Experience

Agency: Dashboard Communications

Project Role: Lead Art Direction, Direct Mail Design, Campaign Look and Feel, City Map Planning and Storyboards, Project Management

Awards/Recognition: FWA Public Shortlist

The result of nearly 8 months of work; the Toyota Drive In Another Dimension campaign was my last project developed while at Dashboard and my proudest project – a result of tireless work from the OTDA Account team, programming department and creative department as well as all our 3rd party vendors. The project was an exercise in visual, audio and interactive excess. Part of a direct mail campaign and a website for the Ontario Toyota Dealers focused on promoting coupons for lapsed and existing Toyota owners. With a print run of over a quarter million for the direct mail piece and over 400,000 branded 3D glasses it was one of the largest projects I’ve ever lead. The additional glasses were sent to Ontario’s 78 Toyota Dealerships to have on hand when customers visit over the promotional period. The direct mail piece was a parts and service focused folded print piece designed for viewing in traditional stereoscopic 3D with the attached branded 3D glasses (so people would look at it and keep it).

The piece pushed users to the site which was developed in both 2D CGI and stereoscopic 3D CGI and featured an aerial perspective city users could drive through in search of offers. Attached to each offer we developed narrated, demonstrative videos focused on showing users what the offer entailed and the benefits to getting the service. Part of the OTDA’s Parts and Service ongoing mission to bring brand and information to customers alongside retail offers. Once users collected the offers they could drive to the dealership to finish the game and redeem their coupons. While at the dealership they could also share their time, retry or chose to cruise the city with no timer. For those who wanted to continue driving we threw in Easter eggs like Toyota messaging on billboards, the ability to change your car’s colour, horns and full environmental audio effects, brake marks when at high speed and the ability to drive off road finding shortcuts.

During our QA development we handed out glasses to the entire company and asked them to test the site in a companywide QA session. And due to excitement from the OTDA board we had the opportunity to present it directly to a boardroom of Toyota Canada International employees at their Toronto offices. Some of the best comments we heard during launch and shortly after included people receiving the direct mail piece and having their children pull them to their computer to play and see the site in 3D, high site traffic (numbers to come) and people saying it was challenging but highly addictive.

Site: www.toytoa3d.ca