The Heartbeat Symphony was literally created by just that, your heartbeat.
Partnering with composer Miles Kennedy and Acne LA, we started by capturing over 200+ Dignity Health employee heartbeats. By mapping their various BPM's to a music staff, Miles was able to create a custom composition, which we then recorded with a 22 piece orchestra.
Using open source MIT technology that utilizes a webcam, we captured facial tone fluctuations in people's skin to determine their BPM, and based on their range assigned them an instrument. Their heartbeat is then translated into corresponding music that gets added to an ever growing track.
The user is then able to listen and watch as an orchestra dynamically plays back their heartbeat music to them. As people continue to add their heartbeats, the song and video will continue to grow and change.
The experience was a Clio's Health Innovation shortlist selection.
Client: Dignity Health
Agency: Eleven Inc
Production Partners: Acne LA, Dinahmoe, Jingle Punks
To celebrate their new product line of K-Cups and their first ever advertising campaign, Peet's Coffee & Tea asked it's consumers, Do You Give A Cup?
We created an online social experiment, driven by users, to determine what they really cared about. Each week we added a new topic to the site, and users were able to vote as to whether they "gave a cup" or not. Depending on their answers, we would send a custom Peet's Coffee & Tea sampling truck around the country to corresponding locations so consumers could try out the new products.
The campaign was a huge success and helped rocket the product to be a sought after K-Cup line.
Client: Peet’s Coffee & Tea
Agency: Goodby
Production Partners: Hook
To celebrate it's annual Watchathon - when it releases all of the seasons of the most popular shows - Xfinity decided to give their fans the ultimate viewing experience.
Partnering with Airbnb, we set up real listings on their site, decked out three homes in the style of Game of Thrones (San Francisco), Boardwalk Empire (Chicago), and The Wire (Baltimore) and asked users why they were the ultimate fan. Three lucky winners then got to stay in the actual homes for a week and binge watch their favorite shows.
Taking it a step further, we had curated activities for these lucky fans to get to truly experience their show environments. For Game of Thrones, we set up a feast of a dinner and brought in a real life wolf (and it's handlers). For Boardwalk Empire, we brought in a Craps dealer and threw a party Nucky style. And for The Wire, we had the shows real set decorator recreate the police station down the tiniest detail.
Check out some of the media coverage here.
Client: Comcast
Agency: Goodby
Production Partners: Airbnb, Goodby E-Level, GSP Beta
The Cheetos App of Massive Distraction was a first step into native apps for both Frito Lay and Goodby. Originally concepted for digital billboards, we had half the timeline and budget one would normally have for app development. With this in mind, we had to be extremely efficient with our time and resources.
Playing off silliness of the Cheetos brand, we partnered with B-Reel to create two games - Hovercheese and Thumble Rumble. The app was meant to be a distraction from everyday life, a time waster on your way to or from work.
Hovercheese utilized the device's microphone. By blowing into their phone, users were able to propel a cheeto through various obstacles like black holes, canons, chomping teeth, flying saws, and explosions. If they stopped blowing, their cheeto would be devoured by a giant fan at the bottom of the screen.
Thumble Rumble was a tap based game that allowed you thumb wrestle Chester Cheetah. We created 5 levels, each with a different 3D Chester thumb character and environment. When users successfully completed all of them, they unlocked a bonus level against the elusive Double Dragon Chester thumb. Users were also able to unlock the bonus level by entering a UPC code from their Cheetos bag.
Within the first week of going live the app jumped into the Top 25 list on iTunes.
Client: Frito Lay
Agency: Goodby
Production Partners: B-Reel
Crash the Super Bowl has become a long standing tradition for both Doritos and Super Bowl fans alike. Each year users are supplied with a toolkit of audio, images, logos, etc and are asked to submit their best :30 commercial. Fans are then able to vote for their favorites, and the top 5 premiere during the game itself. If any of them make it into the top 3 spots on the USA Today Ad Meter, the creators receive prize money, with the #1 spot paying out a cool million dollars.
Most years, production would start from scratch depending on the theme and prizes. That meant a new site UI / UX, design, development, and an intense amount of testing / QA to ensure that the hundreds of thousands of submissions we would receive would not literally crash our site. The project required bi-weekly launches for 5 months, with various needs for each phase of the contest. I was lucky enough to assist with CTSB 4, and then take on the full digital production in the years after.
For CTSB 5, we partnered with Pepsi to dial up the fun and change up the game a little bit. Users were able to choose between either Doritos or Pepsi commercials, and we extended the prizes to be for the top 5 Ad Meter spots.
For CTSB 6, we took it a notch further and enlisted The Lonely Island as our resident Hollywood directors. That year the winner not only won a million dollars and the top Ad Meter spot, but they got to partner with TLI on one of their projects. We received the most submissions ever that year, and extended the program to include voting on Facebook and through Rich Media banners. We not only hit our million vote drive goal, but surpassed it.
Client: Frito Lay
Launch: 2010, 2011
Agency: Goodby
Role: Interactive Producer
Production Partner: Silktricky
One of my all-time favorite projects had a simple goal - to promote Frito Lay's new line of dips and salsa’s.
An existing TV spot created in collaboration with Laika built a beautiful world of vegetables around a lovely salsa heroine. Wanting to extend the experience to the digital landscape, Vimeo provided us with a unique opportunity to do something done only once before - break out of their video player so that our salsa dancer could skip and chop her way across the page, eventually resolving back into a jar of zesty Tostitos salsa.
Limited in time and budget, we identified key moments in the spot to create new content off of. We collaborated closely with Laika to build out additional animations of the salsa dancer (who was comprised of 500 different moving parts). We then partnered with Mike Kellogg and Ted Perez to create additional vegetable animations, 3D Vimeo platform graphics, and put the whole experience together. The end result was - at the time - groundbreaking for the Vimeo platform.
We utilized the same assets to create several other smaller homepage takeovers on sites like Real Simple and Epicurious, as well as rich media and flash banners.
The Vimeo experience won an FITC Best Flash Advertisement award, and to this day is still frequently searched for on Vimeo as an example of best in class creative.
Client: Frito Lay
Launch: 2010
Agency: Goodby
Role: Interactive Producer
Production Partners: Laika, Mike Kellogg, Ted Perez
HelloHumankindness.org is a content aggregation site that Dignity Health uses to connect with their users. After joining Eleven, I led a site redesign with internal creative and UX teams, and partnered with Driftlab to execute the development and CMS rebuild. Post re-launch, content was managed by myself and the Social team. Together we curated content from a mix of social, user generated and paid resources. We also used it as a platform to highlight larger brand programs such as Project Humankindness, an initiative that started organically within Dignity and that they hope to continue growing in a way the public can actively participate in.
Client: Dignity Health
Agency: Eleven Inc.
Production Partner: Driftlab
