My Role: VP & Creative Director Avant Interactive - project & client management.

Worked with the network and brand to ensured that strategy, marketing goals, and branding expectations were met. Coordinated all communication and asset transfers. Oversaw all site updates and managed internal creative and development teams.

Proctor & Gamble

America's Next Top Model 

Program Details

Pantene's sponsorship of "Americas Next Top Model" was carried over from on air mentions and product placement to the digital space with this program. 

Interactive video clips were released each week featuring behind the scenes footage highlighting modeling and beauty tips. 

Viewers were able to click on contestants and products within the video stream to bring up information about cast members, locations, the life of a model or photographer, hair styling demos and product suggestions.

AT&T

NCAA Mascot Mail

Program Details

AT&T Mascot Mail enabled national college sports fans to communicate their passion for their university teams by creating customized video messages.

The team mascots from 13 universities and a neutral referee character were featured. The mascots and referee were filmed against a green screen doing a football drill, a basketball drill and an un-choreographed dance alongside a female and male actor who participated with them in the drills and dance. Users were able to upload an image of their face to the body of one of the actors, to create a customized video. 

The user first selected a university or the referee character as the theme of their video, they were then able to choose the sex of the character they would upload their head to, decide if they wanted to dance alone or with their teams mascot, or do a drill with the mascot, then choose one of 6 different background images to dance or drill in front of as their school theme song or a generic song played.  

The output of the compiled images was available for download in two forms: as a video e-card that users were able to personalize with both audio and text messages, and as a static wallpaper for either computer or mobile devices. Ringtones of the school fight songs were also available for download.

Participating Universities:

Arkansas, Cal-Berkeley, Connecticut, Fresno State, Indiana, Kansas, Michigan, Ohio State, Oklahoma, USC, Texas, Texas Tech and UC-Davis

My Role: VP & Creative Director Avant Interactive - project design, project & client management.

Oversaw internal creative and development teams. Coordinated all information and asset exchanges between our agency, brand and partner agencies. Created and maintained budgets and schedules. Supervised video and photo shoots. Tracked all assets, established testing links, maintained quality control. Generated weekly traffic reports. Ensured that strategy, marketing goals, and branding expectations were met.

My Role: VP & Creative Director Avant Interactive - project design, project & client management.

I oversaw all aspects of the creative and technical development process for the AT&T Caddie Call program, including all information and asset exchange between our agency, the brand and partner agencies. Consulted with the brand to ensure strategy, marketing and branding goals were met, assembled and distributed all metric reporting and developed and managed budgets and production schedules.

AT&T

PGA Caddie Call 

Program Details

AT&T Caddie Call gave golf fans a chance to caddie for PGA pro Camilo Villegas the AT&T Pebble Beach National Pro-Am.

This national online campaign challenged golfers to exhibit their knowledge of the sport, which helped ensure that the winner was well versed in the rules of the game. Nine questions were posed to players through video footage and animation. More than 50,000 people entered and those who correctly answered all nine multiple-choice questions were entered for a chance at the grand prize, to caddie for Camilo.

All those who played the game had a chance to win golf gear and memorabilia autographed by Villegas. An opt-in viral component pushed the game out to player’s friends and AT&T received thousands of e-mail address for use in future marketing programs.

Banner ads on golf sites, print ads, P-O-P, TV spots and PR supported the promotion.

My Role: VP & Creative Director Avant Interactive - project design, project & client management.

Worked with brand on concept and experience design. Managed internal creative and development teams. Coordinated all communication between brand and agency, managed all asset exchanges. Created and maintained schedules and budgets. Ensured that strategy, marketing goals, and branding expectations were met. 

Subsequent to the success of this project we did two additional projects for Kellogg's featuring Pop-Tarts and Yogo's.

Kellogg's

Apple Jacks: "Who's the Logic Freak?"

Program Details

An elaborate mystery revolving around the mysterious sudden change in the shape of Apple Jacks. 

Someone snuck into the plant and changed the traditional round Apple Jacks into "jack" shaped pieces. Since Apple Jacks aren't supposed to be shaped like jacks the Apple Jacks Investigative Squad is sent to discover  the identity of the "Logic Freak" (the interloper who is taking Apple Jacks far to literally). 

Users were invited to join the Apple Jacks Investigative Squad to help solve the mystery. New squad members could create accounts and log their clues as they found them. 

Ten suspects were identified and had to be investigated. There were background dossiers on each and rooms to explore with clues that had to be deciphered. At the start of the program only one room was available to explore - as the program progressed more rooms were opened and users came back multiple times to find clues.

The program was supported by national television spots and POS. 

My Role: Director Digital Marketing NXTM - digital marketing & advertising.

Tasked with increasing the user base for the nxtm web service, I was able to increase the number of subscribers by over 5000% within three months through a Facebook advertising campaign.  At the height of the campaign more than 1,200 users a day were signing up for the program.

NXTM

Program Details

Taylor Swift and Justin Timberlake were founding investors in, and were digitally represented by NXTM.

The WhoozNxt platform sought to give national exposure to emerging artists by giving them the oppertnity to open for established artists as well as play on national tours, radio programs, at high profile venues and on Jimmy Kimmel Live!.

Artists would upload their work to the WhoozNxt site and enter to win performance spots by accruing the highest number of likes for their video.

Media partners providing access to performance opportunities included ABC, Jimmy Kimmel Live!, Comcast, Time Warner Cable, USA Today, Clear Channel and Westwood One.

Brand clients include Samsung, Covergirl and Virgin Mobile.

Affiliate music partners include Pollstar, House of Blues, Warped Tour, Dew Tour and Virgin Freefest.

Opening slots were offered by, Kendrick Lamar, Slash, Lady Antebellum, Kid Cudi, DJ Quick and Dom Kennedy amongst others. 

NBC

"Passions" Vendetta

Program Details

Throughout an entire season of "Passions" NBC unveiled a subplot and revealed character back stories with this interactive video program.

Every week a new clip was released, hidden within the video were clues to solving a mystery disclosed in the unfolding subplot. Users were able to create accounts and assemble a collection of clues as the weeks progressed. 

Clues were within the plot of the videos and they were also revealed on sponsor pages that were linked to interactive elements within the videos. 

Once all the clues were released viewers were able to submit their guesses as to the answer of the mystery.

This immersive site featured cast photos and interviews, a history of the show and it's characters, pages with information about the show sponsors, and message boards where users could discuss the show.

Because the clues were cumulative and sequential it required that users watch each clip to unlock the mystery, this resulted in prolonged engagement time, and multiple views as users repeated the videos until they found all of the clues.

My Role: VP & Creative Director Avant Interactive - project & client management.

Oversaw all aspects of the creative and technical development process for this program. Coordinated asset delivery and all communication between our agency and NBC. Created and managed schedules and budgets. Supervised installation within NBC's hosting facility and weekly site updates.

Condé Nast

Allure

Program Details

Allure created a series of videos highlighting skin care, product application, expert advice and product suggestions. While watching the videos users could click on the video stream to learn more about the topic being discussed and receive special discounts and offers.

The added editorial content led to longer engagement time and led to increased brand awareness.

My Role: VP & Creative Director Avant Interactive - project & client management.

Consulted with brand on goals and expectations, managed internal creative and development teams, oversaw all approvals and exchanges of assets and deliverables. Guided all testing and installation into the hosting facility. Developed and managed budget and schedules. Ensured that strategy, marketing goals, and branding expectations were met.