PwC was losing recruits to tech startups, and wanted to remind young people that there are interesting futures to be had at a big corporate company, too. Shot in NYC and London, all the models are real PwC employees.
TV at bottom: a very pretty ad for a very dry subject, Value Reporting.
Pitney Bowes Digital Launch
My partner and I conceptualized, designed and implemented the digital portion of the Pitney Bowes new brand launch, a three month project that included two phases and over 20 digital ads in multiple sizes. To make it easy, here are just four ads in one size.
As we all know by now, many Americans are facing a retirement gap: the amount they have saved vs the amount they'll need in retirement. Black Rock had an online tool that advisors can access, but they wanted to make it available to the average investor.
"Have You Seen the Gap?" is a brand activation campaign that would kick off the tool's introduction. Disruptive, breathtaking “gaps” would be projected on iconic buildings at night, starting with the Flat Iron building in NYC, and then moving around the country.
(And yes, doubters–we were pricing this out with production companies.)
We'd keep the city riveted by placing trompe l’oeil gaps all around town where people would instinctively want to close them, such as elevator and subway doors.
There'd be a kick-off in Madison Square Park with a pop-up installation, digital displays and demos, and closing night reception with a baby-boomer friendly rockstar. We thought out all the surround-sound, too much to show here.
One major challenge I was able to solve was how to make the tool itself look interesting. This video would be part of all TV, and would use the dotted lines in the graphic to convey the places where one might want to go in retirement, pulling the viewer in and then leading them out of the segment.
Finally, at the bottom, a basic ad and samples of the CRM program.
Mirvaso is a topical treatment for rosacea, or facial redness. My "Red is Wrong" campaign won this new business pitch for Y&R. Traffic to the website jumped by 95% after the spots ran.
I was hired with Christine Aliferis by Ogilvy to produce multiple landing pages, CRM packages and direct mail for Aetna's 2016 enrollment period. It was a LOT of heavy digital work, and you can email me if you want to see some of it. I'm only showing the fun part here: we created over 25 web videos defining different healthcare terms. Here are a few we produced.
Most people think that rheumatoid arthritis is just achy joints. Patients with RA face a far different reality. The auto-immune disease is disabling, and the simplest task–turning keys in a lock, uncapping a tube of lipstick, lifting a watering can–may be almost impossible. But many patients think their current regime has restored their condition to "good enough." This unbranded awareness campaign prompts them to seek out more information.
Siemens Digilization Story
Siemens needed to explain their digilization capabilities in an engaging way.
The top is a full-page spread in the WSJ.
Next, we suggested that Siemens do a takeover of the front page of Bloomberg online.
The following picture is an airport display demonstrating how the avatars from Siemens Technomatix simulate humans in complex industrial environments so processes can be optimized to be safer and more efficient. As people walk by, their movements are mirrored by the avatar. By engaging with the display, you can see yourself as the avatar by selecting different situations from our case studies such as: power plant, automated automotive assembly line or deep sea oil rig.
The next series is banner ads where users are invited to land the Mars Rover. They are given the pick of three or four different tools, “add” these to the Rover and adjust a couple different variables, then press a button to run the simulation. 99.999999% of these simulations crash. A message comes up says “Don’t worry, it took even rocket scientists 8,000 times to figure it out. Want to try again?” There’s also a choice to click “Show me,” which runs through the sequence used to land the Rover, and subtly introduces the role of Siemens PLM software.
Ad following illustrate how Siemens Tecnomatix enables industry to simulate reality and make environments safer for people. This banner allows users to choose an avatar and send him or her through a simulation of an industrial situation. They can choose the environment, route and monitor the avatar as he/she attempts an escape route. CTA drives the user to learn more.
To demonstrate how Siemens brings engineering and data together, engineered objects engage on social media. Software facilitates a dialogue between people and the products of Siemens Engineering (such as a wind power generator about to go online, a newly built train engine, a flexible assembly line switching over to a new project, rocket engine preparing for launch, bridge infrastructure dealing with holiday traffic).
And finally: the homepage of the Siemens digilization microsite.
Far Hills Race Meeting
The Far Hills Race Meeting is a world-class steeplechase, and one of the premier social events of the year in the tri-state area, but their website was outdated. Their agency, New Frontier, a boutique NJ firm, came to me for an overhaul. Although the client didn't ask for initially, it because apparent that their logo was due for a freshening up, too.
This campaign was inspired by an actual Crohn’s patient who described his disease as feeling like he’s being followed by a stalker. No matter where he goes and what he does, he’s always preoccupied with the fear of Crohn’s popping up at any moment. We used a visual icon to bring this insight for both Crohn’s Disease and ulcerative colitis (which luckily, also had an "o") to life.
In order under the print ad:
BANNER ADS: the face of the stalker appears and addresses the user.
RICH MEDIA BANNERS: when the user clicks "find out now," Google searches her IP address. The banner expands–now the stalker knows where the user is.
DIGITAL ADS WITH INVISIBLE TAKEOVER: In this option, an invisible expanded area allows a mini-takeover, so that it looks like the stalker is creeping around the page.
IN-OFFICE POSTERS: inspires the patient to ask their doctor about Remicade.
Scared of bears? Spiders? You should be more frightened by pneumonia.
Most people fear being killed in ways that are unlikely to actually happen but discount the threat of common but serious illnesses.
This campaign quickly and graphically drives home the message that pneumonia isn’t to be taken lightly. It was an unbranded awareness campaign that would run prior to the launch of the drug company's pneumonia vaccine.
Natazia was a new birth control pitched towards women concerned about the ingredients of their every day life. Women who like organic and natural products–although of course we couldn't say any of that. This commercial cut is the agency version, which has a tad more flirting than the lawyers would allow to run on air.
As far as the print, all I can say is, sometimes you're forced to go pretty.
Pitch campaign for a sleep drug
This campaign speaks directly to the frustration, isolation and suffering of someone who can't go to sleep. This solution occurred to me while looking at bedtime stories in a children's book store. The details of the drug are pretty dry–it targets a neurotransmitter, etc, etc, etc–but the graphic solution immediately speaks to the problem.
In the TV, Louis Armstrong croons "Good night, sleep tight," as all the world world sleeps, except for the tortured woman.
Search Dogs Foundation Christmas Pitch
The Search Dogs Foundation trains rescued shelter dogs to search for survivors at disaster sites. This online campaign was created to inspire people to donate at Christmas time.
In the first box, an animated puppy is eager to help you with your Christmas shopping. In the search boxes you can input basic information about the person you're shopping for: sex, age, and two things they like. If you ignore the puppy, it continues to whine, scratch, and look adorable, until you decide to pay attention and fill out your gift list shopping criteria.
Hitting "search" takes you to a microsite site with a shopping aggregator (like Glimpse.com). In this case, since your friend likes Prada, items from that designer are aggregated.
There’s also a pitch for the Search Dog Foundation. The most obvious gift choice is a donation, in the giftee’s name, to the Foundation. You can contine to interact with the puppy and shop for more items.
If the reader clicks on one of the gift items, such as these Prada shoes, instead of donating to the Search Dog Foundation, two boxes pop up. One is the link to the site to buy the shoes, the other is another pitch to donate to the Search Dogs. What you decide is up to you and your own conscious.
Cirque du Soleil
How do you feel after a Cirque du Soleil performance? In these award-winning commercials, we focused on its life-altering possibilities.
A series of recruitment ads for American Express, done at Ogilvy One.
This work took a year or more of my career, tested incredibly well and was the client favorite heading towards production. It all came crashing down and was left unproduced when the drug was not given approval. But that's what happens in pharma, right? The silver lining was that the agency was given more work.
Video on top was branded; the work following was unbranded. Along with print, we proposed a glue-in pamphlet, "Yesterday's Guide to Relieving Hot Flashes."
Nike Hiking and Air
I debate this a lot: should I include this work, since it's from the beginning of my career? Some recruiters say no, some say yes. All I can say is I've been hired because I worked on Nike. So here it is, even if you can now guess my vintage–because my vintage was a very, very good year.
TOP AND MIDDLE: These lightweight hiking boots were revolutionary for the time because they were so colorful. To model their attributes, we sought out native people who walked a lot (since the boots weren't sturdy enough for serious hiking) and embraced bright colors.
BOTTOM: My claim to fame in this business is that I was sued by the Beatles. Michael Jackson and Yoko gave us permission to use this music, but George and Ringo were a little surprised.
Patients want a lot out of their ulcerative colitis treatment. Their doctors expect a lot, too. Using the idea of Venn Diagrams, we used animated characters and their thought bubbles on the web site. Where the doctor and patient wishes overlapped, Simponi would be the obvious solution.
I've been doing a lot of content videos lately. This was for Gerber, who besides making baby food, sells life insurance (I know, weird). My partner Diane Stilwell and I created the "Be a Hero" campaign for Gerber Life insurance agents with the Chicago explainer agency Demo Duck.