18.05.2010
Over the course of a decade LendingTree has established itself as the defacto destination for online lending. Competition was eroding this position. LendingTree has tremendous brand equity. Part of the strategy was to use some of this equity in a new series of animated commercials. The leaf in effect becomes an enabler. A minimalist combination of color and fast paced animation allowed these distinctive spots to really stand out. Animation by Pascal Campion.
14.05.2010
Seeing the impact and telling the story
Power+Systems provides unique workshops that help attendees to navigate the complexities of organizational structure. These workshops have a profound and lasting effect and are deeply rooted in psychology, human factors and anthropology.
The Challenge
Distinctly define Power+Systems complex offerings through web, video.
My Role
14.05.2010
Enabling stronger connections
This project was one of the highlights of 2009. It’s representative of the many great collaborations with Ted Villa at ExUrban Inc.. The site is a custom WordPress design and build and was featured in the WordPress Showcase. The most gratifying part of this engagement is how engaged the faculty have become as they continue to explore new ways to push the technology. This approach dovetails nicely with the Schools progressive mindset. We really pushed the art direction to something that was a little unexpected, keeping it clean open and inviting. Ted has a full write-up on this extensive project on his blog.
Branded Storytelling
Moms are busy. Really busy and they don’t have time to listen to anyone outside of their circle. So how do you reach them in 30 seconds?. How do you engage them in a conversation that seems authentic?. Short answer is it’s really really difficult for marketers to engage this audience in a meaningful way. But Mom’s do listen to other Moms.
I was fortunate to part of a team that met these woman and told their stories. It was a remarkable experience to be able to witness their lives. For one day these women were treated like a movie stars.
There were many compelling stories that didn’t make it to TV and in support of the campaign we invited all Mom’s to share their stories online. We learned that Mom’s almost never make insightful videos. They’re too busy to even look for a camera much less upload a video, but website traffic always seemed to spike on rainy days after the spots aired.
My role was ACD. I championed and pitched concepts. Reassured clients and talent. And provided the occasional nudge when it seemed like these amazing women were trying to be something other than themselves. I shot the behind-the-scenes footage and conducted interviews with one amazingly talented director. What did I learn?, that the hardest part was ensuring these stories have room to breathe.
14.05.2010
The changing view
Design exploratory for Four Seasons luxury ocean going residences.
