I managed the production of the digital advertising campaign for Google’s product launch of their new voice activated speaker — the Google Home.
The production included 150+ HTML banners ads, mobile and desktop rich media ads, website takeovers for sites like WIRED and Vox, a YouTube masthead, and a full on-location photoshoot of all assets used across the campaign. I also managed digital deliverables for the Google Home product launch, 2016 Holiday campaign, and Super Bowl 51 campaign.
Role // Senior Producer / Account Manager / On-location Production Manager / Digital Photographer
Deliverable // Instagram and Twitter branded content / Social media contests / Vine video production / Travelocity brand assets / Websites / Microsites
For two years I worked on the Travelocity account and seemed to play every role from Producer to Llama Wrangler.
Accompanied by my Creative Director, we traveled the globe with a two-foot tall garden ornament creating content for the Travelocity Roaming Gnome’s Twitter and Instagram accounts and capturing assets for the Travelocity brand.
I was humbled to be part to some of the most witty, digital savvy advertising I’ve ever had the opportunity to produce. This included a real-time Vine video response campaign where in just 12 hours we created more than 40 videos to promote the 'I Wanna Go' Content where the Roaming Gnome would take a lucky winner anywhere in the world they wanted to go.
When on production I played producer, photographer, location scout, production manger, and account manager — often all at the same time.
Role // Live Event Producer
Deliverable // Product launch event in Times Square
I was part of the production team that produced the live event in Times Square unveiling the Samsung Galaxy Note 3 and the Samsung Galaxy Gear. We partnered with Swedish electropop duo Icona Pop for a pop-up concert in Times Square that lead up to the big reveal of the new Samsung devices.
I managed the evolution of the Sherwin-Williams web app 'Chip It' (now a Chrome extension call Color Snap), that allowed users to upload a photo, or click any photo in their browser, to discover the Sherwin-Williams paint colors in their photo. I managed the web app’s technical evolution for two-years, a transition that ultimately saw 'Chip It' move from a web app to a Chrome extension. I also managed the production of the ‘Color Travels’ interactive matching game — a supplement to the wildly popular Sherwin-Williams Color Chips TV spots.
Role // Product Director / Product Manager / Design Team Manager / Dev Team Manager
I joined Next Glass to manage and overhaul their flagship product: the Next Glass iOS and Android app. Next Glass had a proven track record in the beer and wine app space, but their product was experiencing feature bloat and the app’s user interface was becoming increasing cluttered and confusing users.
Over the course of nine months my team conducted in-depth user research, created a new set of brand guidelines, defined the brand's voice, redesigned both the Next Glass iOS and Android apps, improved app features, removed unnecessary features, created a new customer service management system, redesigned the Next Glass website and created multiple ad campaigns across social media to promote the brand. Ultimately, Next Glass as a company decided to pivot and the Next Glass app was decided to no longer be supported by the company, but the app can still be found on the iOS and Android app stores.
Role // Product Development Manager
Deliverable // Full line of leather products including tote bags, wristlets, shoes and accessories
What does it take to make a leather tote bag? I’d never given that question any though either, but in April of 2016 I certainly found out. My wife Cayley and I had travelled to Palestine to develop the Fall & Winter line of products for the women’s empowerment non-profit Cayley runs stateside. The non-profit, Darzah (meaning stitch in Arabic), employs 8 full-time women artisans in the West Bank (Palestine) creating jobs for women who historically have a 63% unemployment rate.
Our task: develop, from scratch, the leather-made product line for 2016 / 2017 — the signature piece being a beautifully hand-embroidered leather tote bag. We began by sourcing leather from 100 year old family run leather tannery, choosing between countless grades of leather and the hundreds of colors it could be tanned. We travelled across the West Bank finding items like the perfect thread colors and the right magnetic snap to keep the tote closed. All of this with the sole purpose of sourcing every last stitch of this new bag from Palestine, which we discovered was a very tough thing to do.
Never have I worked harder on anything in my professional career. 18+ hours days for a month straight making use of every second we had with the artisans and in an amazingly beautiful country. The end result: a breathtaking blue tote bag with stunning hand-stitched embroidery panel, which alone takes more than 24 hours to produce. Not to mention the dozen other products we developed while in Palestine from leather soled women’s flats to wristlets and chokers. What does it take to make a leather tote bag? Quite a lot actually.
Creating a chatbot before chatbots were cool -- now that's a challenge. My team crafted a 100 question game in the form of an interactive chatbot that captured the attention of CenturyLink Business's target demographic — the IT Manager. The object was simple: Answer 100 increasingly difficult questions to become an 'Ultimate Problem Solver’ and have your gamertag ether into the Ultimate Problem Solver Wall of Fame. Our chatbot chatted back to the user with personality, hints if you got stuck, and always a good sense of humor and witty banter.
Role // Digital Producer
Deliverable // Full website redesign / Pinterest social media contest / Fall back-to-school digital campaign
A fresh new site for Meijer.com and a Pinterest contest back-to-school campaign were both a huge undertaking for the brand. The new Meijer.com was a complete overhaul of both the front and backend from the new home page to a revamped product catalog organization and taxonomy all the way down to the checkout process. And our back-to school-campaign was one of the first Pinterest contests that utilized a full product catalogue and allow users to create their ideal outfit and buy it from Meijer.com.
Role // Digital Producer / Associate Digital Producer
Deliverable // Banner campaigns / Rich media / XBOX campaign / In-stadium advertising / Landing pages / Micro sites
We all get our start in advertising somewhere, for me it was three years working on Qwest, which while on the account, would become Century Link.
Those three years would see me producing thousands of banner ads, dozens upon dozens of micro sites and landing pages, three seasons of Minnesota Twins in-stadium billboards, and even a custom ad campaign on XBOX delivering in-game user-generated advertisements in real-time.
Role // Digital Producer / Fabrication Manager
Deliverable // Digital out of home experience / DOOH
McKinney aimed to spread a little holiday cheer across downtown Durham, NC so we built a holiday song playing robot — of course. Harnessing the power of an XBOX Kinect, powered by a digital mapping software, and suspended above an interactive mat users of all ages were invited to raise and lower their hands over icons that remixed holiday classics by adding sound effects, adjusting the tempo and many more real-time distortions. With a budget of $500 we saw more than 26,000 unique songs played over the course of 30 days DJ'ed by people of all ages.
/ Macbook Pro
/ XBOX Kinect
/ Old set of surround sound speakers
/ Broken coffee table milled into a waterproof cube
/ Heating blanket
/ Yards upon yards of electrical wiring
/ A little holiday magic
Role // Digital Producer / Account Director
Deliverable // Website / Food truck / Brand refresh / Digital photography / Print materials and signage
How do you help an established North Carolina animal shelter with almost no online presence, widely inconsistent branding, but a strong and loyal local following and large volunteer base contend in a market with so many rival shelters competing with cute adoptable animals? Overhaul everything, and that’s exactly what we did for Paws4ever.
A new website, brand identity, new logo and color palette, a large collection of beautifully shot images of the shelter and its animals, and of course a food truck for dogs, which created strong brand awareness and sales at food truck rodeos and local events.
Triangle Battle of the Bands
Role // Digital Producer / Stage Manager
Deliverable // Website / Live event production / Digital ad campaigns / Digital out of home experience / DOOH
Triangle Battle of the Bands saw bands from all across Raleigh, Durham and Chapel Hill, NC come to downtown Durham to battle it out for the chance to be crowned top band -- with all the proceeds going to support local NC charities.
During my five years at McKinney I had the privilege of being apart of the Triangle Battle of the Bands every year. Some years I managed the production of the website, others I was the stage manager. For the 2015 BOTB I and a fellow producer built a set of three rocking chairs that literally rocked out. Each chair played a different instrument (lead guitar, bass guitar, or drums) and the more a user rocked back and forth in the chair the louder and more complex the music became. The three chairs could be rocked, or played, simultaneously which created a heavy metal song.