Crocs needed a new way to tell product stories that would elevate the industry standard, static marketing messages. I pitched an entirely new stream of digital content and directed the project: product videos communicating the inspiration behind the designs, told by the product designers themselves. Shot and directed to be conversational, approachable, and most of all, fun. The result was rich content communicating trends, style, and wearing occasions that spoke naturally with consumers rather than at them.
Leading an outsourced video team, product designers, and copywriters, this new type of content came together exceptionally well and the result was overwhelmingly positive by consumers across the board via social interaction and campaign engagement. By the end of the year, a total of 18 Product Inspiration Videos were launched, culminating in a very fun Blooper reel.
2016 Communicator Award winners:
Award of Excellence: The Classic Clog
Award of Excellence: Star Wars Chewbacca Clog
Award of Distinction: Wedge Collection
Aligning with the highly anticipated launch of the new Minions movie, Crocs released their unique licensed Minions kids' clog. I designed a full digital campaign strategy to capture the inertia and excitement of the Minions movie and heighten the narrative arc of the product launch.
As the movie launch date approached, Minions invaded the Crocs digital experience, spanning from an extensive email campaign to a full site takeover - they were everywhere. A product reveal video was shot to capture the first impressions of the new product from the Minion's biggest fans. The kids went bananas - almost as much as the creative team at Universal NBC who were more than impressed with the site takeover and one-of-a-kind video, elevating the Crocs' partnership with Universal to Minion heights.
Sourcing a video team, I directed all lifestyle video content for the 2015 Fall/Holiday and 2016 Spring/Summer Crocs seasonal product shoots. Shot on location in LA, these were captured alongside two other teams shooting lifestyle and laydown photography, collaborating in very cozy quarters. The result is engaging video content used in global retail stores and across all digital properties, expanding product and brand stories as seen through everyday moments.
May the 4th - a religious day for devout Star Wars fans who were inundated with thematic products as the movie launch date approached. With Disney/Lucas celebrating May the 4th, I'm your Father's Day, Force Friday, and an embargo date when all licensed products were approved to hit the shelves, 2015 really did awaken the Force.
"A mindful approach, to rise above a saturated market it takes". While the authenticity of this Yoda quote is questionable, I know he was channeled to elevate this campaign. A narrative arc was designed to celebrate the launch of a full Star Wars product collection, creating relevant touch points online and in social for each Star Wars holiday until the embargo date arrived when a very unique collectible was launched: limited edition Chewbacca clogs.
In addition to full campaign creative, I directed a Star Wars product video with the on-screen talent acting more like a super-fan than a co-pilot and seen wearing a homage to her favorite Wookie. Combined with a teaser campaign and full site takeover, the Wookie clogs sold out in less time than it takes to make the Kessel Run (12 parsecs, for those playing at home).
May the 4th be with you.
Surprise and delight are elegant design elements that have fun way of making an experience especially memorable. This was the approach when creating the mobile Spring Lookbook for Crocs.
To accompany their popular annual Spring Direct Mail catalog, I designed a mobile lookbook that offered a fun and different way to browse through the Crocs spring collection. With an identified audience of busy moms who value their time, the lookbook was designed to be very easy for her to browse, offering an element of surprise and delight via product collections that featured a touch friendly spinning carousel of curated products.
2014 Mobile Web Award winner:
Best Mobile Website Design
For the launch of the new brand initiative "find your ____" campaign, I led the creative direction for a Back to School mobile microsite. From a custom UX/UI design to full content creation, a new shopping experience was created where consumers could browse a curated school-focused product collection, shopping by style or color, shifting the ecommerce experience to use the visual language of the brand campaign to lead the consumer journey.
Collaborating with Denver-based motion graphics agency, Wyatt, I drafted storyboards and led the animation direction, bringing the paint splash campaign to life in a 30 second spot that was shown on the big screen in Times Square.
VIZ Media is the Japanese company responsible for introducing the Pokemon phenomenon to the US, as well as a majority of Manga culture. To keep the cultural influence going strong, VIZ Media started the US based company VIZ Pictures with the goal of introducing Japanese pop films to a growing US audience.
When Flash was the interactive story-telling platform of choice, I designed and developed full scale Flash sites to capture the unique elements of Japanese pop culture, including the first ever web presence of VIZ Pictures (now rebranded as New People Entertainment). Other projects included websites, movie posters, and DVD packaging for their first four full feature releases.
Rebranding and site redesign project for Sticks & Stones Productions, owned by Emmy award-winning Director of Photography, Josh Bane.
After a full year of shooting 18 product inspiration videos, there was plenty of evidence of hard work in the form of editing room gold, aka outtakes. There is nothing more real or downright hilarious than trying to keep a straight face when saying a very verbose product name only to break into laughter mid-take.
This was an end of the year 'thank you' to all those that helped bring this project, and an entirely new type of content, to life.