Author: flatfishpro

Facebook F8

F8 is Facebook’s annual developer conference where product teams from across the company announce major feature releases and new product launches. Working with the Film Dept. I produced a range of video content to help various teams tell their stories.

Point Cloud
The Point Cloud team wanted to debut their newest creation— a prototype technology designed to enrich how memories are experienced. The stylized 3D virtual environment highlights key-life moments, evoking the emotional power of experiencing memories with contextual relevance. The video was included in the Day One Keynote and used as an explorable demo.

AR/VR Ecosystem
Facebook’s Social VR team wanted to demonstrate how their product library like 360 photos, 3D images, and Quillustrations can be seamlessly experienced and influential across multiple touchpoints, including newsfeed, AR camera, and VR headset. Through a mix of live action and visual effects, this interwoven story explores their multifaceted product offering in an engaging and playful way.

Camera AR
The Camera AR team was set to unveil an array of new features, and they wanted a series of short use-case videos to play on-stage during their presentation. Combining live action with graphic simulations of AR experiences, we scripted and produced a total of 15 standalone vignettes.


Working with Facebook’s internal Creative Department, I had the opportunity to partner with many different product marketing and comms teams across the company. Below is a sampling of the video content I co-created to support their priorities.

Save to VR
The AR/VR team was launching a new feature called “Save To VR” and they wanted a video to help promote it. The feature makes it easy to save immersive content (e.g. 360 videos, 3D photos) from News Feed to your Oculus library, and then experience it later in headset.

Economic Impact
The Policy Comms team regularly engages with elected officials and their staffs to explore opportunities for partnership and investment. This video was created to help them communicate the positive impact Facebook has on economic growth in communities across the U.S.

WhatsApp Business
The WhatsApp Business app is used by millions of small businesses worldwide. This video was created to showcase a new set of features designed to help small businesses better serve their customers. This version targeted India; it was later localized for other regions.


How does one juggle a Squaw sponsorship, an Olympic tie-in, and local ski hero Jonny Mosley for a Toyota campaign? Well, for starters, don’t settle for just making a standard commercial. Instead, tap into the rich and interconnected history of all three, and create a series of mini-documentaries.

RED + Facebook 360

Facebook 360 partnered with RED, the camera manufacturer, to develop a first-of-its-kind, 16-lens, 6DoF camera called Manifold. This assignment involved creating a short film that showcases the technical possibilities of the camera, and creating content to support the launch of Manifold at the annual Oculus user conference.

The Complex
To take advantage of Manifold’s full 360° range, and optimize for viewing in Oculus headsets, we scripted and shot one continuous action scene involving 22 characters and 20+ intersecting storylines.

Excerpts from the film were shown in isolation to demonstrate how Manifold gives filmmakers the unprecedented ability to achieve a parallax separation between foreground and background objects.

This sizzle highlighted Manifold’s incredible technical specs and cool aesthetic, to support its launch at the annual Oculus user conference, 0C5.

Buster Posey

What’s the SF Giant’s ultimate all-star and nice-guy, Buster Posey, doing in the Toyota showroom? Making friends and closing deals, of course. We extended the reach of this fun campaign tenfold through social content, Posey Emojis, contests, and tons of in-dealer schwag. How can you not like this guy… buy a Toyota!


Get Happy

Prius was #1 in sales and #1 in owner loyalty, but newcomers to the hybrid category, like Tesla & Honda, were looking to steal market share. To remind everyone why Prius drivers are such happy drivers, we channeled our inner Partridge Family to produce this this upbeat campaign—even creating a custom Pandora ‘Get Happy’ channel for owners.

Wouldn't It Be Nice

Wouldn’t It Be Nice

What started as a few quirky spots built to reflect Nor-Cal living and a simple premise—Wouldn’t it be nice to have the quality, durability and reliability of a Toyota?—evolved into a marketing platform for the next two years.

Scion needed a new site to showcase their upcoming vehicles and focus more on generating dealer leads. We tackled the project with a “three clicks away” philosophy that shaped the UX and design. The final site leveraged their bold campaign imagery, was easily scalable, loaded quickly, and vastly improved users’ brand experience.

Toyota Sales Events

To stay top-of-mind in the heavily saturated automotive market you need to maintain a constant presence, whether there’s a sale going on or not. That means making lots and lots (and lots) of ads. Of course, to rise above all that clutter you want something special that stands out. Here are some of my favorites—especially the one I pitched as exploding cars (not literally).

Purple Wines

Right on the heels of a major rebrand, Purple Wines needed a new website that could showcase their broad catalog and reflect their sustainable approach. My team at H&L created this clean, modern site that combined beautiful imagery and a stylized product showcase—all with a scalable design.

Armour 39

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 (and my favorite) MMA fighter, Georges St-Pierre, and 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.

Attik is an internationally recognized branding studio, but not many knew we had expanded our disciplines to include advertising and digital. The first step to re-introducing ourselves to the market was a new website. Employing a full-frame approach, my team created a rich site experience that utilized bold multimedia case studies to demonstrate the integrated nature of our three core disciplines.

Amazing Mix

To launch the new IS, Lexus asked us to create an impactful online extension to their upcoming broadcast campaign. So we adapted their stark black & white look and driving musical track to go absolutely nuts with an interactive video soundboard. By pressing any key or key combinations, users could change visuals in the scene and create their own custom audio/video mashup. Flying acrobats, sharks, kaleidoscopes and fashion models were just a few of the options. Recorded mixes could be revisited or entered into an online competition.



Take on the Machine

We approached the launch of the Scion tC as if it were a 3-D film, including in-theatre lenticular posters and a 3-D cinema teaser. Online, we extended the campaign with additional video chase sequences and developed an intense augmented reality game. For the game, players used an AR marker designed as a steering wheel to navigate the obstacles in the “machine.” A TotM street-team van even drove around to let passers-by view the spot in 3-D and play the AR game live. The site won FWA’s Site of the Day and was named in AdAge’s Best Ads. It also picked up a Merit for best gaming site in the One Show 2011 Entertainment Awards.


Microsoft Office

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. Oh, and in like 10 languages worldwide.