HeForShe spent its first year in market listening to their supporters, and needed a new platform that reflected the values and needs of their advocates worldwide. The re-launch of HeForShe.org is the world’s largest crowdsourced platform for gender equality solutions, powered by the voices and actions of people across the globe. Driven by the insight that what we share is more powerful than what divides us, the platform introduces a radically inclusive movement that allows everyone to not only stand in solidarity, but to act on it in meaningful ways.
Working closely with HeForShe, we lead the entire process from strategy, to voice and design, to development. As a feminist and long-time gender rights activist, I am extremely proud of this one. Please visit HeForShe.org today and commit to upholding the belief that we are all born free and equal. There is so much work to be done, and together we can change the world.
Webby Honoree - Activism
Shorty Finalist - Online Community and Social Good Campaign
Uniqlo wanted a campaign to announce the brand's first store opening on the West Coast. For a city as eccentric as San Francisco, we found Uniqlo's perfect ambassador in the form of the internet's most beloved Japanese cat: Maru. Known for jumping and sliding into boxes, we created four special boxes for Maru to jump into, fetching fun prizes – from Uniqlo clothing to blimp rides – for everyone in the Bay Area to claim at the new flagship store.
In addition to driving mass audiences to the shop during their opening month, the campaign was also a viral sensation. It was picked up by 144 blogs – including Mashable and Time Magazine – and received 320,000 views and 11 million Twitter impressions. Not bad for one little kitty.
Clio Silver - Branded Entertainment
Webby Winner - People's Choice
Webby Nominee - Game or App
Based on the success of the U.S. website we created for Uniqlo, their global CEO asked us to create a global platform that could not only unify the Uniqlo shopping experience across all of their local markets, but also integrate robust editorial content into the e-commerce experience. The sleight of hand involved in this massive undertaking was to retain the brand's signature aesthetic of simplicity and order, despite the extensive set of modular components needed to support it. We re-thought everything from the bottom-up and created new paradigms that were soon imitated by everyone from Bonobos to Apple.
By completion, we created a 175-page guidebook that defined everything from style and tone of voice, to component and template authoring, to editorial guidelines that always balanced content and commerce in a thoughtful way. This Editorial Style Guide is considered by client and agency alike as the magnum opus of Uniqlo's digital brand.
I affectionately refer to this campaign as the little banner that could. To promote the much-hyped return of the VW Rabbit, we created a banner that celebrates the behavior that rabbits are most famously associated for. Of course, we didn't say it outright; rather, we left it blank and let people use their imagination. This little 300x250 banner was so popular that it was picked up in over 30 different blogs, and kept users entertained for an average of 4 minutes.
Cannes Gold - Cyber
Webby Winner - Interactive/Display
One Show Shortlist - Interactive
The colors for Uniqlo's new spring collection of Supima cotton were specifically designed to complement cosmetic palettes. So we created a series of six playfully instructional films to inspire customers to coordinate their make-up with their wardrobe for head-to-toe Supima-inspired looks. Each film was was paired with Uniqlo clothing worn by the models, making it easy to shop the look. The films were translated into multiple languages languages, shared on social networks, and played in flagship stores worldwide.
Uniqlo wanted to bridge their marketing campaigns and their e-commerce platform with a global experience that expressed their core philosophy of LifeWear. So, we created LifeBook: an ongoing global celebration of real people and the stories behind their individual style. Each season, the unique stories of real people were brought to life in interactive vignettes that combined sound, animation, editorial, and e-commerce. The simple and innovative interface made it as easy to browse for inspiration as it was to shop for clothes.
All content was designed for easy sharing across all global social networks. We used Facebook promotions to fuel the search for future stories and participants, while mobile-enhanced in-store and OOH displays enabled customers to immerse themselves in the world of Uniqlo LifeWear no matter where they are.
The brief was essentially to create awareness around Uniqlo's patented Heattech thermal-wear in a way that would reach millions of people worldwide. Warm, thin and flexible, Heattech allows you to stay active in winter by eliminating the need for bulky outer layers. So we partnered with four of YouTube's most innovative content creators and asked what they would do outside if cold weather wasn't an issue. Then we flew them up into the glacial mountains of Whistler, BC, and created a content series that got a whole lot of people talking about thermal underwear.
Webby Honoree - Digital
Webby Honoree - Social Media
Webby Honoree - Native Advertising
Mashies Finalist - Best Use of YouTube
To increase newsletter subscriptions in time for the holidays, we created a way for users to get something in exchange for giving their email address. Introducing Uniqlo GIF Box: Give email, open the box and get GIF. Each GIF came with its own unique surprise, which ranged from telekinetic laser women, to cashmere vortexes, and of course free Uniqlo merchandise. We even tapped 7 acclaimed GIF artists from around the world to contribute their own work to the mix. The results set new standards for digital campaign success at UNIQLO. Upon launch, daily traffic to their website doubled. The campaign generated 11.1 million impressions on Twitter, and 21.7 impressions on Reddit. In less than a month, Gif Box had created over 120,000 new email subscribers.
Webby Winner - Branded Content
Clio Gold - Graphic Design
Clio Bronze - Mobile/Digital
Mashies Winner - Best Use Of GIFs
FreshDirect asked us to define the vision for their next-generation platform, and to create a site experience that accurately reflected the innovation behind their brand. With this re-design, we positioned FreshDirect as much more than just an online grocery store, so that it would be seen as a personalized service to brings customers closer to their food than ever before. Seasonal recommendations, full-screen 'magic' search, auto-restock, farm-fresh content, recipe integration, and weekly meal planners were just a few of the innovative ways that we helped to re-shape how people think, shop, and enjoy fresh food.
Ralph Lauren wanted to offer a creative twist on mobile-commerce for their youth brand, Rugby. What we developed was a highly interactive app that allowed users to quite literally become the new face of the brand. The app featured a slick drag-n-drop interface that allowed users to augment their face onto a Rugby model, then position hand-sewn patches to create and purchase personalized clothing on-the-go. Each model was transformed into a custom-designed crest, allowing fans to share their creations with friends, as well as purchase any garment made by any other user. The app was such a success that it won Ralph Lauren the honor of being named Mobile Marketer of the Year.
Mobile Marketer of the Year
RACie Silver - Integrated Media Campaign
We teamed up with international golf sensation, Adam Scott, to create editorial content centered on the versatility and performance of Uniqlo's winter products. Since it's not often that you find yourself in the presence of one of the world's top athletes, we used a phantom camera to capture every nuance of Scott's signature perfect swing, and created a beautiful piece of content that introduced his world fan base of millions to Uniqlo's unique aesthetic of hyper-functional basics.
To make a big splash at annual Auto Shows, we created an experience to celebrate the happiest moments of driving – singing in the car – and we paired it with the happiest car around – the VW Beetle. We let people rock out to their favorite songs in the comfort of a special sound-proof Beetle. Each performance was captured on video and streamed online where people could browse, share and vote on their favorite karaoke moments. Top performers were awarded special prizes.
One Show - Shortlist
Webby People's Choice - Online Guerilla Marketing
D Show Winner - Innovative Media
Throughout the year, we were tasked with creating digital content to support Uniqlo's many core products. We examined each product's unique functional benefit, along with its core audience, to determine the best format. All in all, we created everything from interactive stories, to dance videos, to editorial photo shoots, to custom Pinterest boards, to documentary films. Ultimately the work was translated into six languages and broadcasted throughout their global network - extending from digital to TV, in-store and OOH. Below is a sampling of some of my favorites.
Our brief was fairly straight forward: create a banner to promote AXE Excite, and leverage the cinematically-epic TV commercial that featured angels falling from the sky. Our solution was decidedly anti-epic: an 8-bit video game that pay homage to the classic NES days of our youth. We developed an addictively simple game mechanic that fell somewhere between Frogger and Centipede, and worked closely with renowned pixel artist Doctor Octoroc to produce the visuals and soundtrack. The results were off the charts – engagement rates were 3x higher than our goal, and average time spent playing was well over 3 minutes. The best part of this project was the Easter Egg, which randomly occurs if you can make it past 7,000 points. I won't give it away, but I will say that it involves 8-bit nudity. :)
Japanese retailer Uniqlo asked us to build an inaugural US e-commerce site that was as fun as its brick-and-mortar retail experience. We created a platform with a philosophy that injected a sense of playfulness into standard best-in-class interactions. We called it FUN-ctionality, and the results set a new standard for digital commerce.
We re-imagined everything to be more practical and more enjoyable. From responsive design and infinite scroll, to social shopping and interactive mannequins... even error messaging was given a playful twist. The site toppled its first-quarter sales goals by 10%, and even outsold Uniqlo's hugely popular New York flagship store in its first week. It also garnered high-praise from fans and fashion-lovers alike, as well as laudatory press coverage including Business Week, who called the new Uniqlo site the "next generation of the e-commerce experience."
Art Director's Club Gold - E-Commerce
Webby Nominee - Shopping
Webby Nominee - Best Practices
A year in the making, the full site redesign of vw.com was to develop a user experience more akin to using a piece of software than browsing a traditional website. It featured a unique widget-style navigation that offered quick access to all the tools necessary to navigate the site. Every feature was reconsidered with the kind of exacting precision that is the hallmark of German engineering. For example, the standard was transformed into an alternate navigation tool that seamlessly sorted media results from all over the web, including Google, FaceBook and YouTube. Other features included an interactive map interface to locate dealerships, full-screen gallery slideshows, seamless e-commerce, and a password-protected community section for car owners.
FWA - Site Of The Day
London International Awards - Grand Prize
London Internation Awards Winner - Interactive
While shooting the TVC for Huckin' Chicken, we captured so much awesome footage that didn't make the final cut, so we took to the internet to find a creative home for it. This single-page site had a simple premise: the more people who visit, the more tricks are unlocked. Want to see a lunatic in a chicken suit do a backflip on a dirt bike? Just keep sharing this site until 300,000 people visit. The buzz on this one was so great that our target of one million viewers was reached in less than a week.
Clio Shortlist - Cyber