We wanted to prove that black eagles like drinking beer with their pals more than working at a desk. So we proved it with a Tecate commercial, in the least scientific way possible: with a CGI eagle and a few actors.
For Jay Z's latest release, we dropped the album early to 1 million Samsung Galaxy users with an app that gave a look into behind the scenes with short featurettes inside the studio and helped people piece together the song lyrics 1 bar at a time by sharing their unique redacted clip of lyrics found in their app. We followed the release with a Times Square takeover that sorta kinda distracted people long enough to bump into other people with fanny packs even more.
To launch Nike+ Basketball we created the world's first global dunk competition, just in time for The Olympics, judged by LeBron James.
The showcase was comprised of 7 challenges over 7 weeks issued and judged by NBA players. We also had on-the-ground dunk contests in DC, Los Angeles, New York, Berlin, Paris, Barcelona and Shanghai.
At the end of the weekly challenges, LeBron James selected the best dunk from the 16 finalists and crowned them the Nike+ Dunk Showcase Champ.
Cheerios wanted to show a family with 5 different types of Cheerios. We showed a reason why a family would have 5 different types of Cheerios in their pantry.
We took the fight for planet Earth from TV to Twitter and created “Battle For The Handle” letting fans fight it out to see which side would win control of @fallingskiestnt.
Throughout the process we illustrated fans into combat, live, and during the premiere we kept score while people sided with either #aliens or #resistance.
At the end we released a social credits video for the winning side claiming victory over @fallingskiestnt.
Nike's athlete roster is massive. like 80+ percent of the NBA. So we wanted to show it off, but we wanted to show it off based on what fans were saying. Epic acted as a dynamic roster that tracked mentions of each athlete on Twitter and arranged them from top to bottom, live, based on popularity.
For the 2013 NCAA Basketball Tournament, we celebrated every Nike Team win with a live, customized post that gave a nod to the style and technique that won the game. Every image was built and developed as the game was going on.
For March Madness, we called on fans to use their FuelBands and Nike+ to pledge NikeFuel for their school. Fans could select their team, tally up Fuel for their program and check out their school standings on nike.com. Throughout the Tournament we surprised the most active schools by dropping a Fuel box full of Nike gear on their campus.
We teamed up with the dudes at Shotopop ( because they're like the LeBron/KD/Ty Lawson of drawing rad stuff) to create a series of posters that turned Nike's top players into blockbuster stars starring in the biggest event of the season. Spoiler Alert: LeBron crushes a bunch of dudes, then fully lucks out when Ray Allen busts a game winning three in game 6 of the finals that saves him from enduring a year of commentators talking about saving his "legacy".
Nike Told the world that KD was an evil dude on the court. We helped tell the world his shoes were designed to endure his wrath on a nightly basis with a series of posts/posters.
For the NCAA Tournament, we hunkered down in room alongside I Love Dust, and helped fans on Twitter represent their teams with live, customized images that celebrated victories and gave fans the images to celebrate their school. In the end we illustrated Kentucky's most rabid fans hooked them up with wildcat themed avatars and then featured them in Nike's congratulatory ad for UK's Championship.
For The 2012 Playoffs we documented every game with a unique lesson based on the top Nike player's performance. When the buzzer hit, the lesson dropped on social. And when the Blazers didn't make the playoffs my hope that my team could not routinely shatter my post-season dreams also dropped. Sigh...
Getting a minute with an athlete isn't easy. So, we created an app that would go everywhere with a player so Nike could get audio and video content where ever/whenever.
Primetime would serve up questions or scripts and when the athlete recorded themselves using the app, the video would then automatically be uploaded to Nike servers .