*Cannes Lions Awards - Mobile: Innovative Use of Tech - Silver Lion
*Digiday Mobi & Sammy Awards - Best Mobile Platform Innovation - Winner
*IAB MIXX Awards - Best Mobile Innovation - Gold
Over nine months of R&D, we developed “Wake Up and Smell the Bacon,” the world's only alarm clock device and app that lets users awaken to the sound and scent of bacon.
We created a video parodying the ridiculous, whimsical tone of contemporary fragrance ads and launched a website where fans could apply to win one of the limited edition devices. To help build buzz, we seeded a handful of devices with influencers (the device needed to be experienced to be believed) and used digital media to spread our comical video to the masses.
Demand for the limited edition product was sudden and massive, as more than 300,000 people applied to win a free device and 65,000+ people downloaded the app. Media outlets jumped at the chance to demo to the devices on TV and in the papers. USA Today called it “The best invention since whatever came before sliced bread.”
Almost immediately, “Wake Up & Smell the Bacon” was a hot topic on national news shows and in major consumer and trade publications – garnering 450 million+ earned media impressions and making Oscar Mayer the most talked-about bacon brand in America.
- Campaign case study video
- Long-form campaign spot (:90)
- :30 spot / campaign driver
- An "unboxing video" created by a consumer
*Cannes Lions Awards - PR: Charity/Non-profit - Bronze Lion
*Golden Award of Montreux - Non-profit/Public Interest: Digital - Gold
*NYF World’s Best Advertising - Digital: Viral Video - Finalist
*Shorty Awards - Social Good Campaign - Finalist
*CLIO Awards - Public Service: Cause Related - Finalist
*WOMMY Awards - Cause Marketing - Bronze
Pro bono campaign by 360i creative and technology teams, prod company Dirty Robber and directors Schillick, and Mass Relevance.
Mammograms are awkward, painful and uncomfortable to talk about. Two female agency creatives at 360i, one a breast cancer survivor herself, wanted to make people more comfortable with the conversation and the procedure, and they knew social media would be a great place to start.
The team launched #Mamming – a spin on an existing Internet favorite, "planking." The idea was to get people to Instagram photos of themselves laying their (clothed) breasts on things, just like a woman does during a mammogram. They worked with famous comedy actresses to create a video for getting the word out, and created a website to provide information about the cause and curate the deluge of #mamming photographs submitted by eager fans engaging with the campaign.
The effort instantly gained global press coverage in places like Fast Company, BuzzFeed, Huffington Post UK, The New York Post, Creativity and more. It was shared by celebrities such as heavyweight boxing champ Lennox Lewis, digital curator Guy Kawasaki and Whoopi Goldberg — who got in on the action by mamming on The View. With zero paid media support, the campaign went global and viral, garnering over 332 million earned media impressions.
- Case study video
- Campaign video, directed by Schillick, produced by Dirty Robber
No matter how you like it -- saucy or spicy, as an afternoon delight or midnight snack, at home with a loved one or at the office with a colleague -- get into some great, great sandwichmaking. Everybody's doing it.
Published on Oct 22, 2012
Here's a sizzle reel of content created in 2014 by the internal production Studio under my leadership @ NY digital agency 360i.
This reel is comprised of work created directly by internal/agency content artists + producers, or hybrid production work in which Studio team led the creative development + execution of the work, hands-on, while partnering with external talent and/or production/event companies to achieve scale or a specific talent need.
Work includes examples of broadcast spots, as well as, social and micro-content production including Vines, Instagram and YT video series, product photography, stop-time photo + animation, illustrated opens and motion graphics.
In September, 2012, we sent a guy from New York to LA with no cash and no credit cards—just a refrigerated trailer full of Oscar Mayer's new Butcher Thick Cut bacon to barter for everything he needed along the way.
The result was a social media-powered journey where digital techniques harnessed real-world bacon passion to make Oscar Mayer the most talked about bacon brand in America.
*Shorty Awards - Best Food & Beverage Campaign
*Warc Prize Awards - Social Strategy - Silver
*Effie Awards - Small Budgets - Silver
*Cresta Awards - Digital: Food - Finalist (TBD)
Objective: People love bacon, but they aren't particularly choosy about which bacon they love. Oscar Mayer asked us to help them prove that their Original 16 Oz. Bacon is truly a cut above the rest, so that more people would seek out Oscar Mayer Bacon by name in the grocery store.
Insight: We observed grocery shoppers and noticed that people meticulously inspect bacon before making a purchase. In fact, people shop for bacon a lot like they shop for fine jewelry. So with Father’s Day around the corner, we created an experience that would allow women to gift luxurious bacon products to the leading men in their lives.
Strategy: “Say It With Bacon” parodied the lengthy consideration process involved when purchasing a diamond, educating bacon connoisseurs about the "Four Cs" of Oscar Mayer’s superior bacon: Cut, Color, Cure and Consistency. We launched the campaign with a video that mocked classic engagement ring ads and encouraged people to visit a digital pop-up shop where they could purchase luxe bacon gifts for the men in their lives. We released new batches of gifts each day at varying times, and fans rushed to follow @OscarMayer on Twitter to learn exactly when the next batch would be released for sale.
Results: The gifts were gone within minutes on the first day, and sold out every day thereafter. When all was said and done, the effort had garnered 500MM impressions (70% of which were earned) and Oscar Mayer saw a 53% lift in branded bacon conversations. More importantly, it helped move product: while sales across the entire category slipped -7.7% due to rising commodity costs, Oscar Mayer’s bacon sales were up a hearty 3.3% (Source: Nielsen).
Spot for OM's P3 campaign in 2014. Found this hilarious dude to put the product to the test of a real man.
Reel comprised of broadcast and large-scale content production I oversaw and/or produced directly as Executive Producer and Head of Content Production for digital agency 360i in 2014.
First-ever video series made entirely of Vines. A collective of funny 6-second moments, featuring a team of Vine-stars + comics to set the tone for the user-generated Vines submitted to the show's editors.
A highly engaging social content campaign with a UGC call-to-action and feedback loop for generating more content, and extending the series. We produced 5 episodes of original content and a recap/best of, which plays here.
Animated series created for Dentyne's Split2Fit campaign to introduce a new pack which splits into two smaller packs, so it can "fit almost anywhere" -- which, of course, we had a lot of fun with.
Harlem Children's Zone is a non-profit organization that strives to break the cycle of generational poverty by providing free educational programs to thousands of Harlem residents.
360i believes in HCZ's mission to inspire, enable and provide all curious students with the ability to explore their world, and all its possibilities. A proud proponent since 2010, we continue to support the HCZ "whatever it takes" model to be a catalyst for change. So this holiday, we're donating a lab of emerging technologies to the organization's Employment & Technology Center, ensuring access for all.
By giving HCZ students access to the digital tools and hands-on experiences they need to understand today's ever-changing world, we can help enrich their education, empower them as individuals -- and shape them into the leaders of tomorrow.
Learn more at http://www.360i.com/giveinspiration.
"Find Me My Man's matchmaker Natalie Clarice helps some of Oxygen's most notorious Bad Girls fix their dating flaws at our "Find Me My Man" bootcamp. Watch to see if she was able to work her magic on BGC10's Valentina, Nancy and Janae!
Published on Apr 8, 2013
For the 2011 launch of Colgate's tiny, disposable toothbrush, the Wisp, we created a Facebook game called "Spin The Wisp" and commissioned 8+ YouTube video makers to create original, branded content by integrating the Wisp product into their existing shows in the narrative, how to-, talk, and comedy genres, forming a portfolio of branded content on the web for Colgate's new product.
- overview of the assets created for this campaign
- My favorite "spot": the "Ridiculous Infomercial for the Colgate Wisp" produced by Black20. "It does so much more than clean your teeth & freshen your breath. Fruity Watermelon Baskets? Hello!"
- Michelle Phan's "Kissable Lips" which garnered more than 10,000 views
- "Real Life Twitter" by College Humor (great story of a video that almost didn't make it to air)
- and finally, the Big Fuel case study video, with testimonials from the Colgate brand team, BF leadership and yours truly!
Vevo's "Charging the Music" web series for Colgate, created and produced by Big Fuel.
Featuring: Orianthi, Miguel, Debi Nova, Neon Trees, Boy Likes Girl
Virtual world created for Huru Humi interactive toys.
While at Big Fuel, I interviewed McDonald's very own Executive Chef onsite at the annual McD's convention in Florida, to illustrate to consumers how natural and fresh the ingredients are, and how there are options for children on the menu beyond french fries and soda.
"In the digital world, kids can be anywhere. Know where they go."
This “Know Where They Go” TV spot was part of a PSA campaign for the Department of Justice and iKeepSafe, encouraging parents to spend more time with and monitor where their kids are “going” on the internet.
A mix of old and new school: precise camera movement and direction of more than a hundred physical elements, timed and placed into a 3D digital composite. We created a bar full of lascivious characters then turn it into the young boy’s room in an instant, isolating every single actor and prop on green-screen then compositing the hero shots (the kid, then the dad and doorway) with digitally modeled backgrounds to create the raucous bar.
Took 2 days to shoot it all -- and about 3 weeks to post. PSA budgets are small, but sometimes afford a little more creativity than usual.
Uploaded on Nov 13, 2008, for Project Safe Childhood, iKeepSafe and Department of Justice
Animated promotional video for social media agency, Big Fuel, comprised of hand-drawn cells and photo stills, illustrated and edited by SJ Deluise.
By 2010 at Big Fuel we had produced, shot and edited more than 35 live concert / music videos for AOL Latina.
The most powerful way for brands to connect and engage with consumers today is through meaningful content. Using relevant content to build brands and drive commerce is the mission of Big Fuel Communications, a New York based marketing and communications company dedicated to consumer engagement. This is a sizzle reel of some of our work.
Big Fuel Studio works with major brands – like MySpace, FOX, The U.S. Department of Justice, NBC-Universal, Neutrogena and Colgate-Palmolive – along with leading publishers and platforms to help marketers achieve true consumer engagement.
An important message about light sabers, brought to you by The Jedi Council for a Safer Galaxy. And Black20.
the raddest site for costumed animal fights on the web
200+ fight combinations, each with its own, unique video on locations throughout NYC and the tri-state area -- coney island, east village, midtwon and uptown, parks, alleys, even cornfields and a bowling alley.
8 martial artists and 1 sensei, 8 costumes, 19 weapons, 1 prod vehicle with tiny crew (us) and 1 safety rep for NBC :)
One day the world will get a chance to appreciate this game, and the immense work it took to pull this off....
Co-produced with J. Crowley, Directed and DP'd by me
2005 at NBC digital studios
Promotional spot for the first, LIVE and interactive talk show "Watch What Happens" with host by Andy Cohen, for Bravo TV
NBC digital studio’s finest production, a truly viral video, and well before the term was so catchy. 6 million views and counting, with absolutely no paid promotion -- just 4 months of late nights posting and reposting, linking and commenting to crank up the natural buzz.
The video was a bitch to make, but fun. The suit was hot as balls, and the head flew around when you moved, so we had to rig it with straps. And you have to make it look convincing, or it’s just not worth it -- I can still hear J saying to Nelson, after the first take of the slammin' elevator shot -- “I can take one more hit, and that’s it." Pointing to me behind the camera, "If Marc says we have to do it again, I’m going to kick your ass!”
Created on a whim, an “f-you” to the stubborn execs who thought YouTube wasn’t going to make it through the summer of 2005. We brainstormed things we could do with a rented bunny suit, grabbed 2 cameras, a pair of walkies, and hit the streets of Manhattan for the afternoon. And the rest is history.
Top it off with an invited appearance on Jay Leno [LINK to it] -- making a good story into a great story.
Cats have dreams, deep thoughts, and digital devices. Just like everybody else.
Shot on my trusty Panasonic DVX100B in 2 hours with 2 cats, 1 tub of cat munch, and then edited and animated in FCP7 (ik, crazy) in an afternoon.
Pilot episode of Anthony, a stick figure who wants to do the right thing, find success, find love, and find his original family.
A live action video with composited animation, starring the wonderful Ellie Kemper as Anthony's girlfriend, and David Arkema as the voice of Anthony.
Co-directed by Michael Carlson and Marc Calamia, and shot + edited by Marc Calamia
A sports focused lifestyle series I produced and edited with Director and DP Eric Liebman, while at NBC Universal's Digital Studios. This episode featured rad freestyle ski star Sarah Burke, a good friend of the amazing competitive skier and host, Lindsay Dyer.
True Story web series for NBC, profiling ordinary people doing extraordinary things, featuring
HEATHER the Sword Swallower from the Coney Island Side Show, and
ZAK, the 80-year-old, lead singer for punk band Team Spider.
Chef Ryan DePersio recreates family favorites, restaurant style.
25 episode food show web series, Directed, DP'd with a single camera, and edited by me in FCP at NBC Digital Studios, 2006
NBC Digital Studios proof-of-concept for a traveling talk show for Ford Motor Company, starring comedian Michael Weingartner and SNL star Kristin Wiig.
Have you ever wondered what would happen if you put a Barbie doll in a microwave? Allow Microwave Gorilla to nuke one for you, among other things you have him toast for you, and if you're lucky, a little breakdance.
A video I created to capture the premiere of the film "Moulin Rouge," which I danced in, at the 2002 Cannes FIlm Festival in France.
Here's the trailer for a short film I produced, a twisted series of scenes written and directed by Jeremy Carr, starring the amazing actor Tom Noonan and musical maven Jill Tracy.
Shot on miniDV (ha!) in Sunny's Bar and a tiny 5th-floor walk-up in Red Hook, NY, in 2002.
A very musical, dance focused reel I edited for Tony-Award winning choreographer, Andy Blankenbeuhler, and TV/Film & Theatre star Gregory Mitchell