BBDO needed integrated concepts and designs for their first project with new client, Duncan Hines. I put on my Speedshape baking hat, and rolled out a complete digital campaign that included Mobile Web, Facebook Tab and Online Ad Banners.
Mobile users can capture QR codes in Broadcast, Print, or Online Ads to access exclusive content on supported devices like iPhone, Android or Blackberry. Once inside, users can view recipes with beautiful dessert photography, save favorites, create custom graphic shopping lists, or unlock digital coupons.
Facebook users can view highly immersive content on a Flash tab design that features two new broadcast spots, and their related fourteen decadent recipes. Each recipe comes with tasty photos, step-by-step instructions, baking tips, and baker's club interviews. There are also two "making of QR cake" videos.
As if that isn't enough, five online ad banners in a myriad of shapes and sizes drive traffic to the sites. One of which contained a QR code comprised of over 900 chocolate and lemon cupcakes!
Sure, I gained a few pounds working on this project. But that's the way I roll. Dough. Or is that batter? Oh, whatever! Please pass the cake pops!!
If you have a few minutes -- okay, more like 18 minutes, check out this thorough tutorial that Drum Workshop (DW) made for the new Kitbuilder 2.0 web app that I designed and directed -- completely built in HTML5.
Coinciding with this January’s NAMM show, Drum Workshop and Speedshape launched a first of its kind web app that allows drum enthusiasts to build their own custom kits — KitBuilder 2.0.
Supported on various browsers and mobile devices including touch devices like iPhone and iPad, Kitbuilder 2.0 allows for users to visualize a myriad of beautiful drum and hardware finishes using three archetype sets, or customize a photographic overhead kit schematic using templates of some of the world’s most popular drummers such as Tommy Lee, Dave Grohl, Neil Peart, Sheila E. or Steve Perkins. Thousands of images and models offer limitless possibilities of drums, hardware, pedals, accessories, finishes, assorted patterns, finishes and color combinations.
Based on DW’s patented SSC technology, users can sample and compare different sound variations, download images of their personalized drum kits for wallpaper, easily share with friends via Facebook, Twitter and TinyURL, generate a quote and then pick-up their new set from a list of DW Drum dealers. All mobile-friendly HTML5 compliant. No sheisse.
So whip out your ipad, but when you're done, make sure to share your custom DW kit on Facebook or Twitter.
Speedshape and BBDO New York set forth to make a positive impact on the global environment in a recent collaboration with GE and Flickr on a new website using personal photos for charitable donations -- designed and directed by moi.
The Ecomagination Photo Project is a first-of-it’s-kind 3D Flickr photo gallery allowing users to upload and tag photos that represent Wind, Water and Light, then share via Facebook and Twitter. And when I say 3D, I mean that actual Flickr photos are dynamically loaded and displayed in three separate 3D environments.
Every eligible Wind, Water and Light photo uploaded helps to reach the goals: 4.8 million gallons of clean water through the building of fresh water wells. 1.7 million hours of solar power through the donation of solar lanterns in east Timor. And 45,000 kW hours of energy created through small-scale wind turbines that will power health clinics in Rural Peru.
I'm proud to report that in only a few short weeks all of the goals have been reached. That's what I would call a successful philanthropic campaign. Why not go visit the Ecomagination Photo Project to have a look at all of the photos?
While you're there, search for my contributions via username nelsdrums.
A five minute cut down of the Lexus "Dark Ride" project we completed visual effects for at Speedshape has been added to the L Studio website (another project I concepted while freelancing at Team One). While you're watching, keep in mind that all exterior shots of the vehicle have been tracked and replaced with CG, and all action interior driving sequences were shot with a buck on a green screen stage.
When I arrived at Speedshape, they were very much an inward-facing organization that had meager branding, and fragmented "kitchen sink" marketing materials created by many to fill their individual needs. Their logo had a nice automotive "bug", but was very problematic for modern design. In addition, they had a tiny, fixed size Flash website that was very cool in concept, but extremely hard to navigate or refresh with relevant content and virtually no SEO.
It was time for a full evaluation and refresh of branding and marketing materials.
First, I designed a first-of-it's-kind CSS scaleable modern blog format website archive (user:nelsdrums pass:speedshape) that featured oversized, crisp imagery at a time when most of the competition was showing little or none. This responsive new design filled any screen, from iPhone to 27" monitors.
Utilizing WordPress and some simple plugins, organic SEO went to the top of all search engines. This format was easily updated with content via simple CMS. Monthly and weekly updates further pushed Speedshape up the search rankings.
New identity logotype, combined with the tagline "Reality is overrated" helped to define the new, confident and cheeky voice of the Speedshape brand. Additional support materials like leave behind books, slideshow presentations and html newsletters helped to clarify Speedshape in the minds of their prospective clientele. This modular logotype system also allowed easy addition of other Speedshape brands to the lineup -- like their tagging and distribution division, Speedmedia.
Minimal identity design elements like simple 2D graphics and large voids of white space and monochromatic tones helped to showcase the full-color, eye-popping goodness of the Speedshape CG graphics and interactive designs. Automotive parts created organic negatives that gave a nod to Speedshape's pedigree in the Detroit advertising sector.
These new branding elements were put to work in a plethora of new materials. The results were significant. Tons of new ad business from all over the US and Europe, including a massive partnership contract with The Weinstein Company.
I was pretty excited back in in Q4 2008 when awarded an assignment to design an in vehicle motion graphics logo startup sequence with sound design for Lexus Enform - the cutting-edge new premium subscription telematics service available in all 2010 Lexus models.
This was a case of reverse-engineering logo design. Come up with a compelling 6 second futuristic 3D animation for Enform that plays upon startup of the vehicle, and back that into a logo for print using corporate colors. In a combined design project, over 400 logo variations were created, with several final rounds making their way to Toyota headquarters in Japan for reviews and approval.
The final "ribbon" concept that you see here recently made its debut in all new 2010 Lexus models. So, if you buy one, please let me know so I can check it out!
In these stylized expanding video banners, users can explore three Lexus innovations per vehicle via hot spots and a building block nav. Featuring the entire Lexus fleet of twelve vehicles, these banners function more like a microsite. One of the many click-thru destinations is the Lexus Innovation section of Lexus.com.