After going through a massive product recall in March of 2012, TASSIMO wanted to showcase the passion, artistry and science that goes behind both their beverages and the TASSIMO system. These stories were meant to reinforce quality and the commitment to a superior product. We traveled across Europe to capture various stories, from the Centre of Innovation in Banbury, UK - to the Gevalia roastery in Gevle, Sweden. Each vignette functions as a lifestyle piece that re-articulates the brand message: The Barcode Brews It Better.
As part of a complete overhaul of the [dot]ca property, these videos served as educational content that were featured predominately across the site experience.
Produced @ Trapeze / Account Director: Kim Le / Project Manager: Johanna Stewart
On the heels of 2011's PB& campaign, Kraft PB was looking for a way to engage with their core consumers - and given that everyone eats peanut butter their own way, we wanted to turn it over to the community to share their ultimate Kraft PB creations.
We developed "PB Creations", an application that let users build and assemble their sacred Kraft PB creations with an array of ingredients. The builder compiled all of the ingredients and then animated them into a glorious creation. The creations were shared on social networks, complete with personal stories. For the remainder of the summer, Kraft chose select creations from each city and toured the country in a Kraft PB food truck delivering free creations.
Social, meets sampling, in a truly unique initiative from Kraft Canada.
For the 2011 Festive Season, TASSIMO launched a campaign that pitted the TASSIMO brewer against an onslaught of characters. From a coffee house barista, to an Elf, to Santa himself - for 24 days in December, the TASSIMO showed its stuff by brewing drink after drink, perfectly. Each video highlighted key why-buys of the brewer in a tongue and cheek way.
As part of a daily contest, users were asked to select who they thought would win the battle - if they answered correctly (and smartly, as the winner was always TASSIMO) they would be entered to win a TASSIMO brewer. Part contest, part engagement, part competitive claim against other on-demand brewers, TASSIMO Festive was an extremely successful program.
Art Director: Ella Potyrala / Writer: Julie Martinson
Thinsations wanted to reunite consumers with the snacks they love from their childhood. So we developed "Reunited" - an interactive and social music video flashback that brought back those old hits, boardgames and snacks into a customizable video experience.
The takeaway: all of your favourite snacks are available in 100-cal bite sized form.
A fun and engaging social journey, "Reunited" leveraged Facebook Connect to pull in photos, relationships and even your school, to create a custom music video experience to "Reunite With the Snack You Love"
Produced @ Trapeze / Art Director - Ella Potyrala / Copywriter - Laura Rothstein / Account Director - Kim Le / Project Manager - Johanna Stewart
When Kraft Canada was looking to expand on their long running Kraft Peanut Butter campaign "Spread the Feeling", I turned the camera turned to my son Ethan to capture his morning PB ritual - the footage I captured speaks for itself.
The result was a concept video that informed the larger campaign of PB &, which invited Kraft PB lovers across Canada to share and document their treasured PB moments online, and featured TV spots shot and executed in the same vain.
TASSIMO didn't just want to send a greeting to moms for Mother's Day, they wanted to sing it. For 2 weeks leading up to the big day, the team at Trapeze locked themselves in a studio with the barcode choir and began churning out over 700 user submitted greetings for moms.
Part social, part user generated content, the TASSIMO Mother's Day campaign took a playful, surprise and delight approach to celebrating moms - while making the TASSIMO system top of mind for MD. In addition to submitting a greeting to your mom, moms themselves could "hint" to their kids that they would love a TASSIMO.
We integrated social reviews, journalist commentary, and even provided detailed infographics to depict popular model colours, configurations and options. It was the first of its kind - and the site was optimized for mobile from the ground up.
Produced @ Trapeze / Art Director: Sebastian Speier
For the 2010 Winter Olympics in Vancouver, BC, I worked directly with Nike and Leafs' Hockey vlogger Steve Dangle to produce daily video segments for Nike's YouTube channel and brand hub.
By conducting interviews with athletes, on street promotions, Tweets from inside the arena and video game recaps, Dangle became a highly visible voice of hockey passion for Nike, and the brand supported him through multiple digital channels including YouTube, Twitter and Facebook. Nike ensured the site showcased the latest stories, athletes and events, with a bold, epic look that leveraged the offline campaign and maintained a consistent message.
After seeing the tremendous results and engagement for this approach to digital marketing, Nike committed more resources to Dangle and YouTube. Throughout mid November 2010, the Nike/Dangle YouTube channel was the #1 most viewed sponsored Canadian channel on YouTube.
In 2009, Intel was looking for a new DAOR. Organic took the opportunity to pitch for the work and had a week to do so. Not uncommon. But the vigour in which we did is an accomplishment in itself. In a few short days, we conceived and developed a short film to convey our understanding of the "Sponsors of Tomorrow" platform - and in the remaining days, shot and produced a video that would setup our presentation.
In a video that relied heavily on post production and CGI, James McIntosh Jr. and I approached the project much like a film - and given the timeframe, James was working on CG models well before we even started principle photography. The result is something I am extremely proud of, and moreover, it helped Organic win the DAOR account.
A testament that despite unreasonably impossible deadlines, you can still craft some magic.
Visual Effects & CGI: James McIntosh Jr.
After the success of the launch of Nike SPARQ Training, Nike wanted to highlight some of the other athletes within their roster of hockey superstars. Building upon the library of SPARQ training videos, we added another 20 exercises that hockey athletes could execute off the ice. To promote the new videos, we produced a video with Jarome Iginla, Steven Stamkos, Dion Phaneuf, Gillian Apps and Robin Regehr.
The program was highly successful and furthered the Nike SPARQ brand as a viable and authentic training program for hockey athletes.
Produced while @ Organic / Motion Graphics: Matt Barnett
After they were publicly called out for how much revenue they were generating through bank fees alone, Bank of America wanted to better educate their customers about how to avoid them. The solution was to develop an online hub of content to call out the pain points of banking, and more specifically, how to avoid fees. We developed a series of short question / answer videos between consumers and Bank of America associates, and these vignettes were tucked neatly into a micro-site that allowed users to delve further, contract their branch, and receive free advice on how to save on fees.
The portal was highly successful, and more importantly, positioned Bank of America as a bank that cared about its consumers and genuinely wanted to make a difference.
Director / Editor: Mark Rozeluk / Writer: Alex Churchill / Interactive Designer: Hugh Elliott