• Work, Clients & Agencies

  • (RED)
  • @ Agency.com – 2004/07
  • @ Freelance
  • @ Modem Media – 2003/04
  • @ POKE NY – 2007/08
  • @ The Canberra Times
  • Audible.com
  • Awards
  • British Airways
  • BrownCo
  • Choice Hotels
  • CNN
  • Concept
  • Copywriting
  • Creative Direction
  • Dell
  • Delta
  • Dunkin' Donuts
  • Dyson
  • Heineken
  • LIVESTRONG
  • Louis Vuitton
  • Morgan Stanley
  • Motorola
  • My Blogs
  • Nestle
  • Nokia
  • Personal Projects
  • Pitch
  • Strategic
  • The Dead Zone

• My Flickr

  

• Blogroll

  • Andrew Hess
  • Andrew Zolty
  • BREAKFAST

• Me in the Ether

  • My Daily Mile
  • My Flickr
  • My Linkedin
  • My Tweets
  • My Vimeo
  • No Direction Known
  • Not yellow, chicken
  • Subterranean Homesick Noos

• Tags

  2000 banners bill gates biography book branding British Airways charity cycling dead zone dell dunkin donuts Dyson fashion fiction financial gaming hacker internet invention life microsite millenium bug mobile mobile phone movie My Blogs newspaper noodle noodle net opinion Personal Pitch presentation print rant review santa science social media sweepstakes video xps

Everyone’s journey is a personal experience. The memories created, the emotions experienced, the visceral reactions of you to your journey are your own. The LV City Guides guide your journey, but they cannot experience it for you. That’s where AMBLE comes in, giving you the power to overlay your personal memory and experience to the places you visit. Where the guide leaves off – recommending restaurant for example – you can pick up and add comments, images, emotions and data to create a digital memory of your experience.

Right concept, wrong phone. Posted for my own amusement. :)

A simple phone for texting fiends, aimed squarely at young folk. While AKQA created a video ThumbFu so people could test their texting prowess against expert texters, we handled the supporting banners and social media that would drive people to take part. These kids text fast about all sorts of things, so ideas played off the ability to text like a speed demon (a beat-the-banner execution), but also this idea of oneupmanship (text banners) and declaring yourself a rival of your friends in some way (Facebook app). The facebook rivalry app allowed people to add their rivalries and get friends to declare where they stood on them – Boston vs. New York, boxers vs. briefs – anything was fair game.

Lately, I’ve been working on a project for a financial client in London. It’s been great working on the launch of – let’s just call it “The Thing I Can’t Name” – from the get go. From the very germination of the brand, to thinking about how it will launch internally (they need their own people to use this thing), and externally to the world. This work was the internal teaser, created by Zolty and myself before he so rudely moved to London.

We wanted people to get excited about “The Thing I Can’t Name”, so we put several of the above installations in the elevator lobbies on each floor of their corporate headquarters. Each installation demonstrates the idea of product evolution – of how you never look back at the thing that is replaced – and included a matching copy line that helped drive home the idea.

See pics of all installations here.

At the same time, throughout the offices we continued the theme with posters sans installations. Click through to see a bunch of featured copy lines here.

The external launch is not due until February/March 09, which is when I’ll remove all this cloak and dagger stuff.

UPDATED: It was for Morgan Stanley. Product called Matrix for internal broker use.

A client book from Noodle on Vimeo.

Here’s something I wrote for a TV client to present some campaign ideas we’d had for their re-brand and new summer show. But we also used this book as a way to challenge them into thinking about how television networks should approach this freaky-deaky internet when it came to their content.

With the Dell (PRODUCT)RED experience, Andrew Z and I wanted to build a site that showed the cause and effect of buying a (PRODUCT) RED computer. Basically, you do this (consume), and people in Africa get that (medication and more). Regardless of whether or not people see it as an insincere “increase their profits” thing on Dell’s part – this is how I see it. The more they sell, the more money goes to Africa. And quite frankly, that’s all I care about.

I am Gaming from Noodle on Vimeo.

“Hey, we wanna mark ourselves in the Gaming space. Ya, dig?”

We dug. And we went in there with our frags notched on our belts and gaming juice running through our veins. A lot of stuff came out of that presentation – and ultimately, none of it lived to see the light of day. Until now! Working with Mother, we created a new kind of catalog (which I’ve spliced together in the video above, minus the product pages. You can read the Gaming Catalog copy here.) The challenge as a copywriter was to tap into the spirit of gaming, while also showing how Dell computers could live in the same catalog as Alienware and gaming consoles. Because Dell sells them all.

But of course, the strategy for gaming was a two pronged instrument. We went in guns-a-blazin’ with Mother to show how things lived in perfect harmony online and off. This is how it would have lived digitally with the gaming microsite.

Dell is marching on with new product designs. Designs to help make them players in the style space. Here’s a nice assignment – create a teaser for Dell’s first All-in-One. Mr. Zolty and I set out to do just that. Although this concept and execution was greatly loved by us and the client, it was ultimately killed. But still, I choose to show you the glowing embers of its joy, including some banner options.

Just to give a sense of what the movement was going to be like on the homepage, we got Caius Wong to knock us out a motion study.

Motion Study from Noodle on Vimeo.

Designed to bet the ying to Mother’s print yang, this site sadly never saw the light of day. At the top, we see the landing page state. Once you interact, the site spins to show you what’s goin’ on inside – not just the computer, but how playing on the Dell affects you physically. On the bottom right, an example of one of the banners to drive to the site.

Just a couple of banner concepts for the XPS 1330

Next Page →