*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 Content Studio under my leadership @ Digital Agency 360i.
This reel is comprised of work created directly by internal content filmmakers, artists + producers, and hybrid work in which Studio team drove the creative development + led the execution of the work, hands-on, while partnering with outside talent or production / event companies for scale or specialty.
Work includes examples of live action / narrative commercials, long + short form, TV and web, as well as social / micro-content production including Vine, Instagram and YouTube video series, product photography posts + series, stop-time photo animations, 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).
Spots for Oscar Mayer's new meat-and-cheese-on-the-go "P3" as part of the product's introduction in 2014.
"Serious Protein Formulations", a series of hilarious :15s strung together from social, the product site, and tv.
And, "Shake" -- we found this hilarious dude who put the product to a real man's taste test, and this "how-to" video on YouTube
Case study video sharing the simple story of a single Oreo tweet that filled the darkness of the Super Bowl blackout in 2013
*American Advertising Awards - Integrated Marketing Campaign - Gold & Best in Show (local level)
In 2013, the New Orleans Tourism Marketing Corporation (NOTMC) partnered with 360i to go beyond the beads and transform the way travelers viewed the city affectionately known to locals as “NOLA.”
Research revealed that prospective visitors were excited by the city’s rich history and bottomless well of cultural experiences, so our strategy was to show the real New Orleans through immersive, digital experiences tailored to our core target, the ‘experiential discoverer’— a segment defined by a mindset that's open to uncovering new experiences and exploration at every turn.
Shifting 50 percent of its budget to digital, NOTMC launched an integrated program, called “Follow Your NOLA,” to showcase the deep-rooted dimensions that are at the heart of the city’s vibrant culture. Prospective travelers were encouraged to live like a local via an interactive map on an experiential website (http://www.FollowYourNola.com) that inspired travelers to navigate New Orleans’ true soul: parks, historic sites, museums, shops and more.
Execution: Supporting the site were several executions that further brought to life NOLA’s unique culture: custom content partnerships with sites like BuzzFeed, Flavorwire and Pandora; digital PR that tapped family-minded bloggers and multicultural influencers to act as local tour guides; social activations across all channels; inspiring TV advertising that drove to the online experience; and more.
Results: The campaign has garnered more than 600 million impressions, with the city’s website experiencing a 20 percent increase in visits year over year. Buzz from the effort has helped people see the city in a new light, with Conde Nast Traveler calling New Orleans “one of the top cities in the U.S.” and the Daily Beast ranking NOLA as the No. 2 most “aspirational city” in the country.
Moreover, visitors are exploring the city more than ever. Research indicates that repeat visitors are experiencing many more events on subsequent visits and business visitors have extended their visits to enjoy the cultural offerings of the city. As a result, New Orleans is enjoying one of its busiest tourism seasons in a decade, tallying $4 billion in visitor spending during the first half of 2013 alone.
2014 reel comprised of content production I oversaw or produced directly as Executive Producer and Head of Content Studio at digital agency 360i, from social, micro-content creations to premium web-series and broadcast commercials.
2nd video has highlight commercial production work done in 2014 for Oscar Mayer, HBO, Oreo, Toyota, Hanes, Fuze, Fanta, Clinique, and NOLA Tourism.
We invited people from 5 major cities to invent new flavors around the unique attributes that make up the character of their cities. Votes within each city were automatically cast by the city’s natural ‘heartbeat,’ or the everyday choices of its residents via their behavioral patterns in public transportation, photos posted, city traffic patterns and weather, and the people themselves.
• In NYC, cabs traveling uptown counted as votes for Peppermint, while cabs headed downtown count as votes for Fairtrade Vanilla.
• In D.C., every on-time Red Line and Orange Line Metro train counted as a vote for either Cherries or Fairtrade Bananas.
• In Portland, votes were cast for either Marshmallows or Graham Crackers depending on whether a man walking through the door at Cartopia – the city’s famed food cart pavilion – had a mustache or a beard.
We used video footage of these happenings and other quirks in each market, and leveraged the content within a larger digital media campaign used to drive people to the City Churned microsite, where ice cream lovers could track all of this in real-time, vote for, and even name their favorite flavors.
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.
360i Studio produced film for Auto Trader's "My Car, My Way" in 2014, hosted online on the campaign microsite and the site and YouTube channel of influencer and star, Laina, whose character takes the Auto Trader's car shopping site features to a whole new level of use.
Production partner East + Pleasant, and edited by Studio's Daniel Debiasi, colored by Cris Benitah.
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.
Hanes X-Temp "Stress Test" web series starring Logan Paul, compilation of best Vines
"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
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.
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!
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.
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
Executive Producer / Director Marc Calamia's professional work in content creation.
What life might be like if Facebook existed in the 50s.
A bright example of Big Fuel Original Content, a relevant highly liked + watched video we released on Facebook, of course.
Produced in collaboration with online publisher YourTango, created entirely by their most extraordinarily multi-talented, in-house filmmaker Kevin Osgood, who set designed, directed, shot, acted, and edited this timely piece.
Virtual world and movie-maker site created for Huru Humi interactive toys with illustrator and animator SJ Deluise and GorillaSpot.com, while at Big Fuel. 2009
Animated promotional video for social media agency, Big Fuel, comprised of hand-drawn cells and photo stills, illustrated and edited by SJ Deluise.
"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
By 2010 at Big Fuel we had produced, shot and edited more than 35 live concert / music videos for AOL Latina.
"Connecting brands and engaging consumers through meaningful content" at social agency Big Fuel, a New York based marketing and communications company dedicated to consumer engagement. This is a sizzle reel of some of our work.
Worked with MySpace, FOX, 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"
Interactive site and videos showing more than 200+ fight combinations, each with its own unique fight-result video, each shot on location throughout NYC and the tri-state area -- Coney Island, East Village, midtown and uptown, parks, alleys, even cornfields, in fountains, and in a bowling alley in NJ.
Choose your animal - one of 8 martial artists, choose your weapon, and challenge your friends... whatthefight.com, on web and mobile.
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
"Bway On Bway" 2008 - Performing wth the Broadway company of Chicago, starring Bebe Neuwurth in Times Square