Author: flatfishpro

Veritas: Ransomware Fears

Across the IT sector, the narrative around Ransomware is largely one of fear. With this integrated campaign, we flipped that narrative on its head, giving notice that Ransomware is the one who needs to be afraid. The campaign’s primary objective was brand awareness. It targeted three key job titles responsible for different aspects of enterprise data protection—Cloud Architect, Backup Admin, and VP/Director of IT. The campaign ran in numerous countries across digital and social media, and the theme was extended for use in content development and live events.

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Toyota: Olympics

How do you juggle an Olympic tie-in and resort sponsorship for a Toyota campaign? Well, for starters, don’t settle for just making a standard commercial. Instead, celebrate the region’s rich and interconnected history in a docu-style journey with the extremely personable, and Nor-Cal ski hero, Jonny Moseley.

 

 

 


 

Oculus & Facebook: AR/VR

Working within Meta/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 marketing content I developed to bring their AR/VR products to life.

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.

 


Point Cloud
For F8, META’s 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 on-the-floor demo— with three explorable rooms and three decades of family moments.

 

 


AR/VR Metaverse
Meta/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 for F8, 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 with 15 standalone vignettes.



META: What’s Happening @

With over 60,000 employees globally, Meta/Facebook needed a way to communicate internal information that was relatable and easy-to-consume. Working with the Global Internal Comms team, serving as Head Writer and co-Creative Director, I helped plan, brand, and launch the What’s Happening @ channel—an entertaining and informative hub where employees can enjoy the latest company news, cultural zeitgeist, and insider perspectives. Within the first 12 months of production, we released 107 original pieces of video content for a lineup of four regularly scheduled shows.

THE BLAST
A monthly news show highlighting notable company headlines and key cultural moments — delivered with humor and good cheer by a dynamic host. The format includes a 1-on-1 interview segment featuring top Facebook executives as guests.

INSIDE OUT
This monthly interview-style show is focused on getting to know the many different teams across Facebook and highlighting the innovative work they do. In each episode we meet the team leader and key team members, framing their unique story through a distinctive narrative theme.

SAY WH@T?
This light-hearted monthly show travels the world to different Facebook offices for a playful Q&A with the people who work there. It’s an entertaining way to give employees a greater sense of connection to each other while offering a fun snapshot of the Facebook psyche in action.

BEHIND THE SCENES
This quarterly show provides an in-depth look at the extensive planning, cross-functional collaboration, and logistical choreography that goes into pulling off large-scale company events — such as the annual F8 and Oculus Connect conferences.

Promos, Commercials & More
To sustain engagement on the channel, the WH@ team also produces a steady stream of quick-hit content — this includes promotional videos/GIFs/collateral, commercials for company events and programs, fun competitions, and more.
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Social Posts
To amplify our reach across Facebook’s internal social platform, we orchestrate a cross-posting strategy with the groups and teams featured in our shows. We also encourage viewer participation through various initiatives.

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.


 


360 Wiggle
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.

 


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

Toyota: 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!  










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.


 

Purple Wines

With a major rebrand, Purple Wines wanted a new website that could showcase their broad catalog and reflect their sustainable approach. Creating new framework and narrative for Purple, we developed a clean modern site that combined beautiful imagery and a stylized product showcase. All with a scalable design that complimented their updated look and positioning across a range of collateral.

Attik.com

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.


Under 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 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.

 

Scion.com

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.

Lexus: 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.

 

 

Scion: 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, was named in AdAge’s Best Ads, and 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.

Entertainment

There was a time (circa 2004-2008) when if you saw an online ad for a film, it was a safe bet that I had made it. Working with a small group at Organic, I produced award-winning campaigns for many high-profile new releases from most of the major studios, including Fox, Warner Bros., Sony Pictures, Buena Vista, and Paramount. Here are a few of my favorites.

Note, these are all old Flash units and will not play without the Flash plug-in… which can now be blocked by many browsers. (Thanks Steve).

Batman Begins – Overlay

  Harry Potter & The Order of the Phenix – Overlay

V for Vendetta – Overlay
V for Vendetta – Dominoes 728×90
V for Vendetta – Vandal 160×600

  Superman Returns – Space 300×250
Superman Returns – Superman 300×250
Superman Returns – Louis 300×250
Superman Returns – Look Up 160×600

X-Men 3- Wolverine Overlay   The Prestige – Kaleidoscope 300×250
The Prestige – Spiral 300×250
The Prestige – Lines 300×250

300 – Overlay
300 – Gorgo 300×250
300 – Combat 300×250
300 – Death & Glory 160×600

  Night Listener – Truth/Lie Video 300×250
Night Listener – Split 728×90
Night Listener – Behind the Lies 160×600

Fantastic Four – Clobberin’ Time Overlay
Fantastic Four – Ensemble Video 300×250
Fantastic Four – Mr. Fantastic 160×600
Fantastic Four – Human Torch 160×600

  Pink Panther – Wurds Sound Board 300×250
Pink Panther – Disguise 728×90
Pink Panther – Clues 160×600

The DaVinci Code – Thriller 300×250
The DaVinci Code – Mona Lisa 728×90
The DaVinci Code – Langdon 160×600
The DaVinci Code – Bezu 160×600
The DaVinci Code – Sophia 160×600
The DaVinci Code – Silas 160×600

  Harry Potter & the Goblet of Fire – MadEye Overlay
Harry Potter & the Goblet of Fire – Dragon 300×250
Harry Potter & the Goblet of Fire – Goblet Overlay
Harry Potter & the Goblet of Fire – Cedric & Cho
Harry Potter & the Goblet of Fire – Krum & Hermione
Harry Potter & the Goblet of Fire – Ron & Fleur
Ice Age 2 – Meltdown Overlay
Ice Age 2 – Floating 300×250
Ice Age 2 – Looking 300×250
Ice Age 2 – Aqua Play Game 300×250

  Benchwarmers – Wedgie 300×250
Benchwarmers – Chatterboard 728×90
Benchwarmers – Cards 300×250

Robots – Magnet Overlay
Robots – Wonderbot Overlay
Robots – Hang On Overlay

  Hide & Seek – Peek 300×250
Hide & Seek – Curtain 300×250

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 quick-turn ‘Event’ ads. These were my favorites.

Everybody’s Talking
There’s some sage marketing advice that states a prospect needs to “hear” the advertiser’s message at least 7 times before they’ll take action. This spot doubles down on that. Now that you’ve been warned, if you want to buy a Prius… that’s on you.

 


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, with some inspiration from Laugh In.

 


Super Sales Event
With the biggest football game heading to the Bay Area (the SuperBowl), we wanted pump everyone up for the sales event to top all sales events (for the month). That, and actually get to paint a guy completely red.

 


BOOM, You’re Getting a Toyota!
I particularly enjoy this Fourth of July spot purely as the concept was exploding cars coupled with people yelling “Boom”. I still chuckle that it was even approved.

SFAF: Many Shades of Gay

The San Francisco AIDS Foundation wanted a way to connect with gay, and bisexual men, and encourage them to get tested for AIDS every six months. To facilitate this, we created an integrated campaign and website that celebrated the broad diversity and colorful personalities within the gay community. Featuring a customizable avatar generator with over six nonillion (that’s 30 zeros!) possible combinations, the site helped to spur conversation help spread awareness. All together, the campaign was picked up nationwide by bloggers and news sites, and even championed on the government’s AIDS blog.