We approached the launch of the new Scion tC as if it were a blockbuster action film, including in-theatre lenticular posters and a 3D cinema teaser. Online, we extended the campaign with additional video chase sequences and developed an intense AR game. The campaign was very well received, garnering various accolades and awards, including FWA Site of the Day, Webby Award nomination, and a Merit award from the 2011 One Show Entertainment Awards.

The “Scion: Take on the Machine” campaign was extended online with an intense competitive AR game. To play, participants used an AR marker designed as a steering wheel to navigate the obstacles in the “machine.” Players could then share their time trial on a Facebook global top 100 ranking.

A 3D cinema spot was created and paired with in-lobby 3D lenticular posters. This perspective-shifting approach was also carried through into the online marketing.

A street team for “Scion: Take on the Machine” visited a variety of music venues to let passers-by view the spot in 3-D and play the AR game live. This created additional social awareness for the game.

Sales for Office ’07 were flattening. What had largely been viewed as a business application needed a new lease on life, so we flipped the perception and introduced Office into the home—as being relevant to one’s day-to-day. Online, we developed an approach that dynamically shifted site content based on media targeting—showcasing templates, demos and SKU’s catered to that specific viewer: Student, Home Office or Small Business. This was coupled with an extensive media component that helped push in-ad demos— all translated into 10 languages worldwide.

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To stay top-of-mind in the saturated automotive market brands need to maintain a constant presence, whether there’s a sale going on or not. Below are a hand full of my favorite Toyota spots that I have yet to make into a super cut.

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Everybody’s Talking

There’s an old marketing adage that states a prospect needs to “hear” the advertiser’s message at least 7 times before they’ll take action. This spot doubles down with that in mind. Now that you’ve been warned, if you want to buy a Prius… that’s on you.

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Would’t It Be Nice

This quirky campaign was built around the broad diversity of Nor-Cal living, from the Sierra to the Coast, from the Central Valley to the Silicone Valley, all with a simple premise: Wouldn’t it be nice to have the quality, durability and reliability of a Toyota—built into your daily life? The campaign continued to garner enough positive feedback to be extended for an additional five years.

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The Big Prius Event

When there’s no budget and the fallback is ambiguous running footage—you need to go big somewhere. I went big on color.

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BOOM, You’re Getting a Toyota!

When there’s no budget and the fallback is ambiguous running footage—you need to go big somewhere. I went big on color.

Under Armour asked us to introduce their newest product Armour 39 into the exploding wearables market. We came back with an idea that brought together world renowned MMA fighter Georges St-Pierre, with world-class trainer Natalie Uhling, and put them through a crazy intense workout.

In addition, we developed the UX and interface for the Armour39 online experience that logged your fitness routine and tracked your Willpower.