Researching cars often means listening to someone drone on about specs or watching boring demos. But Toyota's features are so advanced, they seem to work like magic, which is more than worth hearing about.
So we made the research phase short, sweet and entertaining with (mostly) in-camera magic. We created over 40 unique, feature-focused ads for 10+ vehicles, each spot with a different camera/magic trick or two to keep them interesting. They ran as preroll and on broadcast, but are also hosted online so fans could watch them over and over again until they figured out how they were made.
Handling | Toyota RAV4
Cardboard | Toyota Tundra
Backseat | Toyota RAV4 Hybrid
Smush | Toyota RAV4 Hybrid
Sun | Toyota Camry
Pause | Toyota Corolla
TRD | Toyota Prius
Bath | Toyota Corolla
Keeping Up With The Kardashians
Season 16 Promo Campaign, E!
The Kardashians are known for being business, make up, and fashion moguls. They’re also models and moms and media superstars. But behind their famously glamorous lifestyles, they’re also a normal, close-knit family. And the only place you can see them together as a family is on E! (Especially if you want the real gossip.)
In this campaign, we aimed to show that Beneath the Glitter, Family is Gold.
The TV spot/social video was fabulous, the OOH literally sparkled, and the countless other assets generated were flawless.
And the cherry on top? Ellen DeGeneres spoofed the spot! Christmas came very early this year.
Beneath the Glitter, Family is Gold Billboard Time Lapse
Heck no we didn’t birth this wonderful gift into the world. But I wish we did. Ellen and her team spoofed our spot.
We made 100,000 spots about the Toyota RAV4
This is a small sample of our mobile-friendly Facebook campaign that took targeting to the next level for the new Toyota RAV4 Hybrid starring actor James Marsden.
We wrote the scripts as first, second and third cuts that would be mixed and matched like pictures on a slot machine to make 100,000 total spots that were programmatically served according to a person’s interests, likes and searches on Facebook. That means, a person who likes running and fantasy sports would get a different video (that references those specific interests) than than someone who likes cooking and martial arts.
And yes, that math is correct.
And yes, the episode numbers at the beginning are their real versioning numbers.
It also got a pretty dope shoutout from Facebook COO Sheryl Sandberg a few times.
The One Show - October 2016 - Innovation in Social Media
RAV4 Programatic Advertising Case Study
RAV4 ALWAYS SAYS
RAV4 Facebook ALWAYS SAYS
Growers of Good
Del Monte was an exciting project to work on as we got the chance to put some good back in the world. And while we were at it, we launched their new campaign, “Growers of Good.” Not only did it help to reinvigorating the 100+ year-old brand with a fresh outlook while staying authentic to its storied history, it renewed their mission to grow more goodness in the world.
Growers of Good TV Commercial
Museum of Natural Hysteria, WE tv
To celebrate Bridezillas’ return to WE tv after a 5-year hiatus, and to reclaim their pop culture staple status, we build a 3,000 sq. ft. shrine to them, street-level in the middle of Times Square.
And we called it the Bridezillas Museum of Natural Hysteria.
It was a picture-perfect, selfie-ready, overly emotional, public freakout-prone, tribute to over-the-top, crushing brides-to-be.
We had a timeline of Bridezillas throughout history wall, a giant, soul-crushing stiletto, a punching bag for any sudden mood swings, a scream booth, a bathtub filled with gemstones, and a few other surprises.
We even had some Real Housewives, women from the Bachelor, a few Bachelorettes, and Bridezillas stars swing by to celebrate the original divas of reality TV.
Media outlets including People, Us Weekly and E! Online got in on the posting and sharing frenzy, too, yielding an impressive $10 million return in ad value.
Then afterwards, apparently fans weren’t done gawking as the series reboot experienced double digit ratings growth and a 178% lift in social conversation.
No brides were harmed in the making of this museum.
Relatable + Netflix
Ellen DeGeneres's Stand Up Special
To make multi-multi-millionaire and famous-person Ellen DeGeneres look “relatable” to launch her upcoming Netflix comedy special, “Relatable,” we asked ourselves, “what’s a normal thing we all do?”
The answer was simple: hire 10 skywriting planes to ask a relatable question to your wife, duh.
So we did. And here’s what we wrote:
PORTIA. WHAT’S OUR NETFLIX PASSWORD? - ELLEN
NEVERMIND. I FOUND IT.*
#RELATABLE NOW STREAMING ON NETFLIX
The planes made three laps around LA, hitting 10 spots and covering 193 sq. miles, reaching an estimated 13,571,760 impressions, not including the post from Ellen’s account, or the views from potentially millions of Angelenos and tourists.
If this isn’t relatable, I don’t know what is.
The Arrangement, on E!
In case you didn’t watch this incredibly addicting show, here’s the deal. Megan was a normal, aspiring actress until mega-star Kyle and his cult-like religious group (that’s not at all based on Scientology…) basically cast her as his IRL girlfriend. BUT they fall in love! BUT they’re still in a cult! And they go through plenty of ups and downs. Talk about drama...
We worked with E! to promote the show for two seasons with promo videos, recap videos, sequenced digital ads, stunt FYC OOH, fake interviews on E! news (that my partner and I directed), and even projected ominous messaging projected on buildings across from the Grammy’s with messaging like “Is the limelight worth your life?” And, “Would you sign your life away for fame?”
E! Arrangement "Empowering Anthem"
E! The Arrangement - Season 1 in 30 Seconds
2018-19 Tagline/Rallying Cry
Everybody knows the Clippers are LA’s one true home team. (Don’t @ me, Lakers fans.) While the “Showtime” Lakers are all Hollywood and celebtastic, they don’t represent the spirit of the LA community, which is hard-working, tough-minded, diligent, persistent, and loyal. But the Clippers are and always have been.
Knowing this helped us craft a new strategic positioning, tagline, and rallying cry only the Clippers could say: L.A. Our Way.
That anthem echoes across all of their marketing channels from TV to digital and social. It’s plastered around the Staples Center for Clippers and Lakers fans to see. And it’s even on their merch.
Yahoo Fantasy Football Toyota Hall of Fame
Win or Cry Trying
The Toyota Hall of Fame is most prestigious entity in all of Fantasy Football, which means everything we create for it must be just as epic.
Good thing we became the first major brand to sync the Oculus with Leap Motion Technology creating a completely immersive experience. It allows people to seamlessly interact with the environment using real world gestures such as picking up a hammer and swinging it, just like you commonly do in real life.
Now Hall hopefuls can attempt to carve the ultimate symbol of Hall of Fame success, a perfect bronze bust, intuitively, with their bare hands.
Yahoo Fantasy Football Toyota Hall of Fame
Hall or Nothing
The Toyota Hall of Fame is a digital representation of the physical embodiment of the cultural milestone that is the Fantasy football. Each year, five of the greatest Fantasy football players who have ever Fantasy footballed are inducted into the Hall. Inspired by our own creation, we wanted to go as hardcore as the fans do. Thus it was decided, “This year, it’s Hall or Nothing.”
We created a digital campaign with hundreds of dynamic banners, motivational pre-roll, and a responsive website that convinced countless Yahoo Fantasy players to nominate themselves into “The Hall."
But we didn’t stop there. We updated our brick and mortar Hall of Fame (installation) at the 49er stadium by adding a Hall of Fame Predictor that “accurately” predicts your Fantasy future by reading your palm, as well as a Kinect game that lets you throw a Fantasy football at on-screen targets. We even let you keep the footballs.
We made 12 preroll videos to encourage Yahoo Fantasy football players to nominate themselves, vote and view the winners. Here are a few. Check them out or not, I don't give a mercy.
We even rebranded the most important destination on the Internet, its website.
And this was all during pre-season.
If you're Hall worthy, visit the most important destination on the Internet: www.toyotahalloffame.com
Watch this preroll video. Do it for your country.
Didn't win your league this year? Too bad. It's not about you. It's Hall about these five bronzed legends.
Interactive Throw a Fantasy Football Game
If you’ve got a fantasy football, we’ve got an Xbox Kinect game that’ll let you throw it at on-screen targets.
Hall of Fame Predictor
Our palm reader will reveal your Fantasy fate. Let’s hope you’ve washed your hands recently.
The Academy of Motion Picture Arts and Sciences
AMPAS Brand Book
Rebranding AMPAS’s voice and refining its POV was is one of the highest honors this storytelling lover has had.
And not only did this 67-page, limited-edition book define and celebrate the Academy’s brand vision, it served to introduce Academy members to the new branding while inspiring them on their never ending quest for excellence. Which means, my team and I would help to inspire Academy members. Crazy.
The book embraces and reflects the Academy’s high standards, love of film, and appreciation of imagination through exploring What We Believe, What We Do, Who We Are, How We Speak, Why We're Here and Where We're Going.
Overall, it reminds us all why storytelling has always been and will always be important to humankind.
Also Tom Hanks has one in his house, which is pretty cool.
New Yorker Thrillustrations
As a part of the new 2015 TLX launch, Acura wanted to deliver a unique thrill to consumers, wherever and they were. Fortunately, we knew where they were: the New Yorker’s annual New Yorker Fest.
Acura is a longtime sponsor of NYF which presented a unique, never been done before opportunity: to make real, bonafide New Yorker cartoons. We concepted the art and copy while the talented New Yorker cartoonist, Christopher Weyant, illustrated them.
They were displayed at NYF and posted to Acura’s Facebook page, receiving tens of thousands of likes and hundreds of shares – this is a lot for a brand with less than a million followers. People loved it so much, we hosted a caption contest judged by New Yorker editors.
This simple and fun idea took a wild ride of its own, illustrating our point–It's That Kind of Thrill.