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Contents
1. Meta
Quest Family Campaign Launch
Quest 3s Launch/ Connect
The Problem—
Global Brand Campaign — Connect/ Quest3s Launch
A new more affordable Quest headset launch created for everyone , not just fringe gamers meant Meta needed to retarget its’ demo — pivoting from early adopters to Gen Z.
The .com and Horizons World site and social were �long in the tooth—think pre-Zuck gold chain rizz— �still showcasing static, dated assets like the film, ’Interstellar, for example, and events and content from over the pandemic , but not showcasing all the live music and comedy partnerships
Our Solution—
Global Brand Campaign — Connect/ Quest3s Launch
As CD @ Reality Labs I had the unique opportunity to bridge the gap between Meta’s brand and Reality Lab’s product.
We created a brand refresh, new core-asset contents for film, and social— including Horizons World events and gaming— by working across teams from several verticals for an overall 30% lift three months after launch at Connect.
Connect Launch OLV/ TVC
Core Asset Shoot
On Platform Social
Display/ DOOH/ OLV
DRM/ Site
Core Asset Shoot
Design Guidelines
Retail
Made With Meta RayBan Campaign
Live All In
The Problem—
Social Campaign — RayBan Meta
It’s easy to lose moments vs get lost in them when you’re on your phone. The next-gen Ray-Ban glasses let users listen to music, make calls, take photos & videos, livestream to friends, and explore the world around them with AI— all with their phones in their pockets, and their eyes back on the world.
We wanted to demo how our glasses empower users to be ALL IN on life again. But we realized first, we had to teach the rest of the world all the things our new tech could let them do.
Our Solution—
Social Campaign — RayBan Meta
We partnered with 27 creators from a range of subcultures and interest groups— spanning sports, filmmaking, fashion, art and beyond— while equipping them our glasses to show how they used the product every day to enhance their experience, their hobbies and their lives.
Through their eyes, “LIVE ALL IN” became the rallying cry of the campaign, encapsulating the idea of fully embracing life without being tethered to screens.
Results:
99 pieces of content reached:
65M TOTAL VIEWS
984M Total Impressions
18.01% US Engagements (VTR) �
Campaign Case Study
Brand System
View All Influencer films HERE
Campaign Launch and Identity
The Impact Will Be Real
The Problem—
Global Brand Campaign — The Impact Will be Real
In 2022 Zuck bet big on the company’s future in the 'metaverse. Like, changed the name of ‘Facebook’, �to ‘Meta’, big.
But how do you educate a highly skeptical audience about a technology that is often dismissed as artificial and fake?
Our Solution—
Global Brand Campaign — The Impact Will be Real
We started by admitting that there’s some truth to to their trepidation.
It may be built entirely of code, but the impact of the metaverse will reach much further than our screens.
Working with David Slade (Black Mirror), we developed a design system and art direction to provide clarity, with the primary goal of helping people understand what the metaverse is, and why Meta's products will make a positive impact on the world.
Digital Out of Home/ OLV/ Display Design System
Global Out of Home
On-platform Social & Display
ONP Social & Display
Site Design
Design System
Global Brand Campaign — Meta
To design for a new vertical under the existing Meta family of apps, we had to take care to build a relationship with a singular audience across all brands.
Our team built a design system aligned with the ‘Meta’ redesign to support the stories told in the campaign, �to help how it can make a real, positive impact on the world. Connection, privacy, humanity & innovation were �our north-star.
Meta— Design
Meta— Design
ONP Social & Display
Meta— Art Direction Guidelines
2. Samsung
Do What You Can’t
Global Brand Campaign/ Product Launch/ Event
The Problem—
Global Brand Campaign — Samsung Mobile
At a time when Samsung’s technology was eclipsing Apple’s, a literal PR bomb dropped— exploding batteries. Everything, including the Olympic sponsorship 60 days out was put on indefinite hold. Samsung had always been perceived as an engineering first, people second brand— but this exacerbated it further, causing a -20% drop in sales.
Not surprisingly the board brought in a new CMO, �and a new agency for a global relaunch. We were tasked t�o make Samsung Mobile “more aspirational than Apple” �with just three months from award, to launch.
We used, “Do What You Can’t”, and suddenly , Samsung �stood for more than bleeding edge engineering— it now empowered people worldwide to overcome their barriers, and defy indifference.
Our Solution—
Borrowing from the spirit of the upcoming Olympic Games, we built a simple but powerful campaign inspired by the attributes of Olympians themselves — humans who dare to defy Newton’s laws, defy complacency and defy those who say “you can’t”, daily.
Global Brand Campaign — Samsung Mobile
Global Campaign Reveal — .Com
Global Campaign Reveal — .Com
WMC Launch— TVC
A launch campaign �designed to speak ‘global’
Working with Turner Duckworth for the launch of the s8-s10, �we oversaw the launch and direction of the design for out of home, social, retail and display.
Global Brand Campaign — Samsung Mobile
S10 Launch — Product Teasers for WMC
S10 Launch — UK/ EU OOH
S10 Launch — OOH
S10 Launch — Digital OOH / PreRoll
S10 Launch — WMC Projection
3. Subaru
Subaru x Motorsports
The Problem—
Subaru Motorsports looked pretty stodgy when compared to partnership WRX content. Sure it’s tough to compete with DC Shoes and Gymkhana videos when your parent brand is enjoying its’ 15th year of the schmaltzy but wildly successful ‘Love’ campaign, but just because the WRX body style never changes, doesn’t mean the the Motorsports brand can never get a refresh either
The previous outdated design look and content/assets for the site wasn’t drawing in the exploding rally race demo as it become more and more popular with equity from F1, etc. �And it wasn’t moving search or engagement either.
Redesign
Our Solution—
We ripped everything up and started from scratch— with loud but retro designs that felt half Canva/ half craft— we spoke and celebrated DIY hooligans and grassroots motors alike, we designed and released limited merch and a fresh look to social and the .com, and art directed upping engagement across the board by 300%.
Redesign
Design System
Homepage
Homepage
Design System
4. Nissan
The Car That Sold Itself
Global Brand Campaign/ Product Launch/ Event
The Problem—
Before every Brentwood nanny drove a Tesla, the public wanted a solution to fossil-fuel dependencies and greenhouse gas, yet didn’t want to deal with the inconvenience of an electric car — let alone one with a 50 mile capacity. Mileage anxiety, the pain of installing a charging unit, credits, etc, were all barriers for consumers to try out the first 100% EV.
Add the Fukushima nuclear disaster creating supply problems, and customers were being asked to purchase a car they couldn’t test drive, let alone see. Between all the pre-order issues and charging steps required plus anticipated dealer price gouging— it was the first car to be ONLY sold online.
Launch Campaign — Nissan Leaf
Our Solution—
Rather than playing the obvious ‘eco’ or ‘green’ card,
we decided to develop a visual style anchored in informative, yet beautiful data, hoping to turn sharable, unique education into advocacy.
After clearly placing the LEAF miles ahead of its’ �gas guzzling counterparts, our aesthetic was replicated �across all existing media channels— �from broadcast, social media, print and web.
Launch Campaign — Nissan Leaf
Phase One–
Prelaunch
Tasked with getting the public to reserve twenty thousand LEAFs with �a large deposit, we decided to tell every tire-kicker everything there is �to know about a car they, well, didn’t know.
Launch Campaign — Nissan Leaf
We literally built the site out of the LEAF’s info, surrounded by �a flexible matrix of categories to navigate through— from its’ �physical specs, features and options, and lots of educational videos .
Phase Two–
The new configurator
To pay for a car they’ve never seen, we had to make it simple for buyers to click through the extensive process of building a car, installing a charger, qualifying for government credits, and other important stuff— like whether to choose between pearl, silver,
or blue.
But, before any configuration could start, we also had to figure out if a LEAF was even right for users due to their commuting range, charger installation requirements, etc.
Launch Campaign — Nissan Leaf
Configurator Design/ UI
Configurator Design/ UI
After selling out LEAFs in the pre-order stage, something atypical happened— we began to create integrated campaign content based off the success of the site’s design.
Phase Three–
design from the site, out.
Launch Campaign — Nissan Leaf
From print to OOH and OLVs, we built fossil fuel challenging, advocacy-generating work of all sorts, which culminated� in the creation of the first iAd, introduced by Steve Jobs �at the WWDC.
Out of Home/ Print Spread
OLV/ ONP Social
5. Chicago Ideas Week
The Problem—
Social Awareness and Activation — Chicago Ideas Week
In Chicago someone is shot every 3 hours. In 2018,Chicago experienced �a record number of homicides and victims of gunfire. 4,331 to be precise.
With 80% of gun crimes committed by young males, we knew who we needed �to ask to put the guns down, but how could we get them to listen?
Our Solution—
Social Awareness and Activation — Chicago Ideas Week
If music can motivate someone to pick up a gun,
can it inspire them to put the gun down?
We created an interactive music video featuring Chicago's best-known rap artists: Common, King Louie, Joey Purp, NoName, Saba and Lil Herb, and launched it with a downloadable beat so supporters could make, and upload their own verse— building one collective music video that won’t end until the violence does.
Case Study—
The Music Video
The Site—
Social Awareness and Activation — Chicago Ideas Week
I built the rest of the site to take the public through steps to download Twilite Tone’s ‘beat’ and produce their own verse professionally, or to simply submit a verse via their webcam.
The site then played back their verse edited into the official video as an additional verse, and let folks share theirs �with friends. Each & every verse was then added to one �long, ever-growing music video pleading for Chicago to �‘Put the Guns Down’.
We filmed running footage throughout Englewood�and other violent but vibrant neighborhoods, including churches �and makeshift memorials, to set a credible yet human tone.
For the ‘VS Gun Violence’ side, we inited victim’s survivors to the shoot. We recorded interviews to share first-hand accounts, and edited in their memorials to those who were lost— adding a cause-inducing humanity to ‘just another video’.
Via a Google partnership, we were gifted a YouTube brand page for our pro-bono activation. Our studio’s dev team was able to hack the linear video playback and hosting capabilities of it to use it as a ‘backend’, while the website served to play the official music video.
Site Design
6. Art Institute Chicago
Interactive/ Experiential Museum App
The Problem—
To ensure the most attendance possible for the year’s largest show of the most comprehensive exhibit of surrealist, Renee Magritte ever, the Art Institute Chicago wanted to target a younger audience. Like most civic institutions, they didn’t have a budget, so they came to Leo Burnett for a pro-bono solution.
App/ Microsite / Exhibition— Art Institute Chicago
Our Solution—
Renee Magritte took the familiar and made us look at it in new ways. He didn't just force us to think, but to unthink. Unthink art. Unthink the art exhibit. Unthink the world around us. So to introduce the exhibit to a more curious audience we asked, what would Magritte do? Answer: remove the barriers between people and art.
The Unthink app flipped the traditional show on its head. Instead of an audio tour by a docent, we gave visitors the freedom and power to become the curator themselves— breaking down the barriers between the art and the audience in the process.
App/ Microsite / Exhibition— Art Institute Chicago
‘Join’ UI mobile
Case �Study—
‘Join’ UI mobile
‘Join’ UI mobile
App design and creation
Site design
Thank you!
— Ben