LCBO Deflate the Elephant 3D Design

Agency:Dashboard Communications and Due North

Project Role: CGI Elephant: 3D Design, Modeling, Skeletal Rig, Texture Design and Character Animation

For the second time in 2009 I had the chance to delve back into my 3D CGI roots for this one and modeled, designed, textured, rigged and animated this 3D elephant in Maya based on a real world inflatable elephant developed by Due North for their commercial spot. It was a fun challenge that took me back to some of the ATI character modeling days (though a simpler model) and was delivered in under 2 weeks on an alpha channel for creative and dev.

Site: www.deflatetheelephant.com

Toyota Canada’s 09 Fall Promotional Campaign: “More For You”

Agency: Dashboard (Digital), Dentsu (Traditional)

Project Role: Lead Art Director, Designer, & Managed Production

Dentsu approached Dashboard with an opportunity to work on our first national Toyota sales program after seeing the work we have and continue to demonstrate digitally for the Ontario Toyota Dealers Association. Built in a whirlwind time line over August we developed an online concept to feature 6 key vehicles and offers with supporting facts. The “Did you know?” facts related to each vehicle to inform users with things they may have not known about Toyota as a brand and about each individual vehicle. Simple, clean and flexible for future rate changes that are expected to happen over the course of the 3 month promotion - the micro site is a first for Toyota in the digital realm for a promotion (instead of a new model release platform). Accompanying the site we developed a series of both standard and expandable banners sharing the facts and car details in two languages (english/french) across Canada.

Site: View the site

Rebranding Hellmanns.ca

Agency: Dashboard Communications

Project Role: Lead Art Director, Designer, & Managed Production

This summer we streamlined the Canadian brand site for Hellmann’s to focus on very clean design and universal programming via CSS, HTML, Java, Database - no flash. The idea of the site is simple: an adjustable destination for the client to show 3 main focuses: recipes that use Hellmann’s products, information on Hellmann’s product line of consumables and any current as well as past activations. A simple and pretty design built to give the user a warm “kitchen, at home” feeling focused on food and brand messaging.

Site: hellmanns.ca

Kicking of the Real Food Movement

Agency: Dashboard Communications

Project Role: Lead Art Director, Designer, & Managed Production

Awards/Recognition: Applied Arts Interactive Award 2009

A punch and then a hug. A phrase that coined this projects entire system. The Real Food Movement is a plea to support local foods in Canada for a better economy, neighbourhood, and future. To demonstrate this we use an intriguing intro video delving into the facts of Canada’s state of food (the punch) followed by the solution: 4 simple steps to help you eat local in an environment rich with positivity and education (taking action, finding local food, asking your grocer to shelf more local food, making recipes with local ingredients). These steps along with a wealth of ways to share the word of the movement help contribute to reaching a goal of 100,000 actions at which point Hellmann’s would donate $25,000 to Evergreen. All of this happens within an interactive map of Canada.

Over the course of three months Dashboard developed one of their largest and most complex sites to kick off the 2009 Hellmann’s Real Movement. After a very challenging project the entire dashboard team (dev, creative and account) pulled closer together through a whirlwind development cycle that resulted in one of my proudest moments as an art director to see eatrealeatlocal.ca launch so close to the original creative idea and a very happy client. The site demonstrates various new techniques for dashboard including being the first fully fledged flash 10 site using the 3D motion controls and facebook connect to allow users to post directly to their facebook profiles.

Site: eatrealeatlocal.ca

Sunlight Laundry 2009 Refresh and “What do you see?” Promotion

Agency:Dashboard Communications

Project Role: Lead Art Director, Designer, Motion, 3D Design & Managed Production

For the first quarter of 2009 much of my time was spent on developing a site refresh including a digital campaign for “What do you see?” on sunlightlaundry.ca. Focusing on bringing once buried content to the forefront and cleaning up the home page to be purely activation focused - the site relaunched in March. The project broke down into two distance areas: the Activity/Stain Modules - which housed over a hundred combined tips and articles on how to remove stains and activities for every occasion in a clean, concise and organized format - and the What do you see?” promotion - which featured a series of CGI animations with interactivity to deliver a fresh new site. To add to user engagement the abilities to rate, comment, email and print the Activities and Stain Tips where also included.

I had the chance to delve back into my 3D CGI roots for this one and modeled/designed the washing machine myself in Maya. CGI animation and sound were developed by motion artist Dave Zak in a very collaborative effort. I was Excited to deliver a fully developed update of this size in a relatively short time span.

Site: sunlightlaundry.ca

Ontario Toyota Dealers Klick Club Direct Mail

Agency: Dashboard Communications

Project Role: Lead Art Direction, Design & Managed Production.

As a continuation of 2008 planning - the Ontario Toyota Dealers and Dashboard designed an envelope, reminder letter, offer letter, email blast series and a magnet die-cut sheet for the kids. The idea supporting this campaign focused on the “magnetic” personalities of Toyota technicians and the quality of their work and dedication to service literally pulling or attracting Toyota owners back. Using this idea we developed a series of rules to live by to improve the relationship with your Toyota: The Rules of Attraction.

H&R Block Calculatron & Social Life Simulator

Helping students get their tax returns and have some fun with viral on facebook.

Agency: Dashboard Communications

Project Role: Lead Art Direction, Lead Copy Writing, Design & Managed Production.

Awards/Recognition:
Applied Arts Interactive Media Award 2008  Category: Weblog/Social Networking

Illustrator: Ramon Perez

In early 2008, working with Dashboard and H&R Block (as well as Facebook and fellow ad firm Due North) the H&R Block Calculatron and Social Life Simulator digital community focused campaign launched on facebook.com. Using facebooks viral aspects the application asked students and others to first use the tax calculator - known as the Calculatron - to get their refund estimate.

Their estimate would then be locked it in as a virtual bank account on facebook. This bank account led them into the bulk of the application - the Social Life Simulator. Here they could spend their virtual money on items, entertainment, and more. Everything from a tattoo to a make over to drinks with friends. Or, they could earn more virtual money by working, begging, gambling and other scenarios. In total the Social Life SImulator had 100 scenarios (50 spend / 50 earn) each with 3 choices - in order of cost level or risk level (in earn scenarios). This gave users 300 possible things to do. On top of that - we developed over 300 additional random outcomes to users actions.So, if you earned some money at the casino, there was a chance you could loose or earn additional money either instantly or a few days from now. This randomness built in with the ability to invite friends to many scenarios added a depth that has not been seen before in a facebook community application. Stats on users as well as dynamic displays on user’s profiles pages with in facebook helped introduce others to the Social Life Simulator.

The application dominated. With users spending over $180,000 and earning over $200,000 in the first 4 days of it’s launch. By the end of the first week the application had 1,053 users, with over 25% of them using the Social Life Simulator daily and earning over $400,000 - with the number one way to earn virtual money being the casino. As users sent out invitations to their friends and helped the application grow through out facebook’s global network of 60 million plus users.

Hellmann’s Real 2008

Agency:Dashboard Communications

Project Role: Lead Art Director, Designer & Managed Production

2008 Hellmann’s Real campaign online focused around the question of what is the difference between “real food” in regards to local versus traveled. A pair of tomatoes may look the same - however in reality one may have traveled thousands of miles while sitting green on a truck absorbing pollution. The update also consisted of supporting Chef Chuck Hughes - who conducted a series of online live chats and lived as virtual host over a community forum - as well as updates on the 2008 urban garden initiatives and food facts.

Ontario Toyota Dealers Klick Club

Agency: Dashboard Communications

Project Role: Lead Art Direction, Illustration, Design & Managed Production.

Site: KlickClub.ca

Klick Club is a lapsed Toyota owner focused campaign from the Ontario Toyota Dealers. Working at Dashboard I helped develop a custom logo, emails, post cards, seasonal based coupon book and a micro site (seen only by targeted users) to host coupons. It was rolled out in the fall of 2008 and continues to extend into 2009.

Hellmann’s Light Taste Test Video Micro Site

Agency: Dashboard Communications

Project Role: Video and online Art Direction, Design & Managed Production.

 Can you taste the difference?

In August 2007 Hellmann’s launched a nationwide campaign and taste test to challenge Canadians and see if they could tell the difference between Hellmann’s Real Mayonnaise and Helllmann’s Half The Fat Mayonnaise. Dashboard was asked to create an entertaining and strategic online campaign. We decided to hire a pair of hosts and a production company and venture out with camera in hand to ask everyday people from all ages and cultures in Toronto and in Montreal if they could take the taste test.

Over the course of 2 long days and a longer week of editing, we found our top dozen or so videos and hosted them along with product information and additional taste test locations on Hellmanns.ca. Not only did we nail our objectives and the brand strategy, the client loved the results and commended us with our initiative and work.