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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.

Dell (PRODUCT)RED is live. 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 this (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.

One of the problems of a sell point like “Phys-X card included” is that not many people really understand the what that actually means in layman’s terms. So we created a really simple unit to demonstrate. It’s simple, gets the job done, and lets you shoot a big gun.

SAD: Andrew Zolty
Design: Andrew Hess
Flash Developer: Chuck Masucci

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.

I love to pitch. Just love it. There are moments during the process where I absolutely detest it, and I know this one had those moments. But still, I look back at it and just remember how much fun it was. We pitched for two brands - Dunkin’ and Baskin Robbins, and Zolty and I came in towards the end of the pitch to work with the team and help the team carry the ball over the line. I actually took a lot of photos during this pitch and will post a video talking about the pitch shortly.

One of the specific things I love about pitching is working out how to present the ideas. Throwing the ideas up and a wall and thinking of a way to put them together in a narrative. The Dunkin’ story ended up being a book. I went a different path with the Baskin presentation.

The making of the Dunkin’ Book

The task: gather all the pieces of the Baskin Puzzle and make something out of them. This one’s not a book, so I can’t show it.

I was present only for the first course of this project - an extension of a lot of the ideas we’d come up with for the pitch made real. Working with Zolty (again) and an IA, we sat down and fleshed out the idea of building a better way to view Dyson products. Andrew went on to execute the vision, along with a supporting online campaign.

Although the site is still live, it’s been fiddled with since handoff. But the guts are still there.

Design and production: Andrew Zolty, Andrew Hess, Mike Fazio
CD: Carla Echavarria

The Dyson ideals are pretty simple. No fluff, just straight to the point. Don’t overstate, just prove it. If you prove that you understand what that means, you can have the business. There’s lots to talk about with this pitch - the concepts, the format of the final presentation etc. - but I don’t let it all hang out here on the blog. That’s a conversation better had in person.

Concepts: Andrew Zolty/Janeen McCrae

Design: Andrew Zolty, Andrew Hess, Mike Fazio

Here’s a video of one of the pitch materials created (password protected)

Dyson from Noodle on Vimeo.

The idea was simple. Don’t just create a sweepstakes entry, pose a question that builds excitement about actually entering. And not just entering once, but multiple times. The Choice wishing well asked people to write their million dollar dreams on a coin and throw it in the fountain. Although not an essential element of entering, we found people coming back day after day, to enter the exact same wish. As though the fountain held some kind of mystical power.

We also created a rock solid profanity filter for this project - and then found out that people really aren’t as profane as we predict them to be.

See the banner, which spawned the landing page after they “threw” the coin.

ACD/Copywriter: Janeen McCrae
Art Director/Flash: Andrew Zolty
Designer/Flash: Krystle Mobayeni
Designer: Steve Basin

Awards:
Horizon Interactive Awards 2007
Choice Hotels ‘Key to a Million Sweepstakes’ - Banner/Email Ad Campaign: Bronze

MIXX Awards 2007
Direct Response and Lead Generation - Finalist

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