Client: EVA Airlines
Agency: MullenLowe
EVA is an award-winning airline that services 45 Asian destinations. For their “Gateway to Asia” campaign, I produced an AR experience for 3 print publications—Wired, FastCo, and Condé Nast Traveler—that focused on three key cities (Taipei, Ho Chi Minh City, and Bangkok). The static print ads transitioned into a :15 AR video experience, during which users are encouraged to explore beyond the 2D print.
The AR prints were also implemented in OOH executions, allowing users to see large AR videos in bus shelters all around Los Angeles.
Client: Dolby
Dolby’s first consumer product elevates headphones to the next level. This high-fidelity WebGL demo allows users to give the headphones a spin—literally. Clickable hotspots give way to beautiful views of different angles of the headphones, detailing each function.
Client: Facebook
An integrated project that was two-parts: (1) the creation AR characters made in Spark AR Studio, and (2) live action shoot of 3 content creators—all culminating in a headline video on Facebook’s Spark AR home page.
Client: Amazon & Universal
Amazon Media Group wanted to do something big and buzz worthy to promote the release of the Universal feature film Jurassic World: Fallen Kingdom. They decided to make some serious noise by building the largest Amazon box ever created and shipping a "65 million year old" dinosaur from Costa Rica to The Grove in Los Angeles. Tool worked to incorporate the central theme of the film within the overarching story of the stunt via a teaser video. Drawing from the themes of the film and to build hype for the stunt, we wrote and produced an original teaser, which Amazon and Universal released on their social channels the day prior to the city-wide driving event and featured the tag line, “An Amazon delivery 65 million years in the making, #amazonfindsaway.” The stunt culminated with a live event, produced by Red Rock Entertainment, in which the films stars Bryce Dallas Howard and Chris Pratt participated in a dramatic unboxing of a spectacular dinosaur statue. Everything was captured, edited and posted on Amazon and Universal’s platforms within a week of following the live event.
Client: Macallan
Agency: M Booth
Macallan is the first liquor brand to have an ARKit app live in the Apple App Store. This was released on 10/17/17 to coincide with a live HoloLens installation event that kicked off in New York City. The app features an educational tour featuring two of Macallan's banner whiskies--the Double Cask and Sherry Oak--via four scenes that take the user from oak trees to the final liquor in the bottle.
1.7 million ARKit App impressions.
2018 Shorty Awards (Gold) (PHYSICAL & DIGITAL / WINE, BEER & SPIRITS / INTEGRATED CAMPAIGN).
Client: Facebook/Instagram
Facebook + Instagram approached Tool to come up with a fresh and new way to re-imagine traditional case studies by putting their business success stories in the world of VR via the Oculus Rift, showing brands how they can help meet their objectives by advertising on Facebook, Instagram, and Audience Network. FB + IG’s creative advertising platforms have helped businesses boost sales and customer awareness, build brand affinity, and increase household penetration.
Five business success stories from Airbnb, World Surf League, Gatorade, Jet, and Chevy were selected to be included in this VR experience called The Room, for which Tool created one lobby and five immersive, interactive environments tailored to each brand’s case study that contained objects that triggered campaign objectives, infographics on metrics of success, ad creative, quotations, and fun Easter eggs.
The Room premiered at the 2017 Cannes Festival of Creativity to an audience of the world’s top advertisers, and will be exhibited in Facebook offices all over the world.
Client: Coca-Cola
A webAR arcade game for the Powerade brand, focusing on endurance and rewarding players with the longest runtime session. The game is triggered by a pattern marker, using a Powerade bottle as an anchor.
Website as part of Ørsted’s rebranding campaign, featuring a dynamic video-rendering platform that servers up 1 out of thousands of possible different narrated videos based on a user's input to 3 simple but evocative questions about what home means to you.
The project included a custom CMS, an extensive database contains thousands of possible words, creative error messaging logic, thousands of VO files, and hundreds of thousands of different permutations.
Available in 10 written and spoken languages: English, Spanish, French, German, Danish, Russian, Traditional Chinese, Japanese, Standard Hindi, and Arabic.
Client: Ford
Agency: GTB
Ford’s first mixed reality app featuring a gallery of both VR and AR experiences for iOS and Android.
Client: Dolby
Microsite for Dolby’s conference phone, featuring playable visual and audio demos with which users can interact to experience the difference between Dolby’s super-crisp sound system and the competition.
Client: Verizon
What is your Netflix content DNA? This activation features a bespoke interactive dynamic video that show you what comprises your Netflix habits based on your answers.
Client: Pur
Agency: Arnold Worldwide
Responsive WebGL microsite for PUR, featuring Google API integration and extensive JSON/data source implementation. PUR invites you to ask, "What's in my water?" and takes you on an elucidating journey that begins at your water source, all the way to your municipal treatment facility, and lastly its arrival to your faucet in your home, illustrating the distance your water travels and the potential contaminants that remain even after being treated and deemed safe for human consumption.
Client: Lionsgate
Agency: Haymaker
Microsite for the release of John Wick 2 on DVD, Blu-Ray, Amazon, iTunes, Google Play, XBox, and Vudu. Users must put their thumbs on the medallion to take a blood oath, unlocking exclusive Abram Tarasov content and links to pre-order and share the blood oath on social media platforms.
In addition to the website, part one of the project featured a 15-minute Facebook Live video stream of Abram Tarasov at a funeral for the plethora of John Wick's victims.
Client: Google
Grilled: Murder Mystery, leveraging Google Assistant's SSML, allows you to play the role of a detective in an engaging murder mystery. You'll investigate the death of a restaurant owner by interviewing each of the four suspects to find out who's guilty. Try it on the Google Assistant with the invocation, "Hey, Google, talk to Grilled Murder Mystery.” Premiered at the Google funhouse at SXSW 2018.
Technologies Used:
Actions on Google, Dialogflow, Cloud Functions, NodeJS
Links:
Client: Planned Parenthood
Agency: SS+K
Responsive mobile-first microsite for the #IDEFY campaign as part of an integrated Facebook live event, featuring shareable GIFs and an iOS app for Planned Parenthood stickers.
Awards:
L.A. American Advertising Gold Award - Public Service Online/Interactive Campaign (March 26, 2018).
Art of Creativity (AOC) Award for Innovative Digital Craft (September 14, 2017).
Shorty Social Good Awards (Gold) - #IDEFY Campaign (November 17, 2017).
Client: Pandora
Sounds Like You is an experiment in music and personalization using Pandora's Music Genome to compose a song just for you, based entirely on the musical traits that move you.
Part of Airbnb’s “Live There” global campaign, this project featured the creation of dozens of animated HTML5, static, and rich media banners in Portuguese and Spanish.
Airbnb launched a 2016 campaign called "Pride Prints," which invited mobile visitors to use their thumb prints to create one half of a heart, then invite and tag friends through social media to enter their thumb prints on the website, as well, thereby completing a full pride print heart. It became one of Airbnb's most successful social campaigns, and they decided to launch another version for 2017 for Pride Month, promoting via #weaccept.
Associate Producer
Confessions of a Teenage Jesus Jerk, Eric Stoltz's feature film directing debut, tells the story of a teen Jehovah's Witness coming to terms with sex, punk rock, his dysfunctional family, and his oppressive religious and elders during the early 1980s in suburbia. Nominated for Best Picture, Best Film Screenplay, and the Audience Award at the Independent Filmmakers Showcase in Beverly Hills.
Available on Amazon Prime.
Head of Research
Website honoring the 30th anniversary of the Macintosh, featuring John Maeda, April Greiman, Hans Zimmer, Moby, Nick Knight, Daito Manabe, Tinker Hatfield, Iris van Herpen, and many other innovators who have been influenced by this machine that helped propel their careers forward.
Director & Live Action Producer
Proof of concept pitch for Google + W Hotel featuring a 2-minute live action narrative and tech prototype.
