Below are a few god words about our latest work at DNG, and my personal labor of love “Five Hours of Adriana Lima” (seen above). All of this organically generated buzz with no seeding, and no media dollars. Simply upload a video of smokin’ hot Brazilian super model Adriana Lima in a bikini waving a flag in super slo-mo for 5 straight hours.
“The title is pretty self-explanatory. To build up hype for its Super Bowl commercial, Kia apparently decided the 15-second teasers all over broadcast television weren’t enough. Presenting: Five full hours of Adriana waving a flag in slow-motion. We only have the first 10 minutes. For the whole thing, go on YouTube. You pervert.”
“Honestly, we could watch supermodel Adriana Lima sleeping, but when we spotted Victor Secret’s angel waving a the racing flag for Kia, we knew we needed more. Thankfully, the carmaker’s marketing teams have a viral bone inside them, and they released something really amazing: five hours of Adriana waving a flag wearing a bikini and high-heels.”
“Kia is on a roll. … And now they’ve had the marketing genius to stick Adriana Lima in front of a camera and wave a flag… for FIVE hours. OK, it’s not 5 hours as it’s slowed down film, but still it’s a long fucking time. Is 5 hours too much time to watch a supermodel wave a flag around in a swimsuit and high heels? Who are we to judge — we give it to the people, and let them decide. On that note, we present Because We Love You, vol 59: Adriana Lima Waving a Flag For 5 Hours For No Reason At all…”
“Calling, Don Draper. Has Madison Ave. run out of ideas? Might this “campaign” be so bizarre that it is actually genius? It’s like Bill Viola without the pathos or art. With that said, I’ve seen a lot worse. I would also like to meet the person who actually sits there and watches all five hours.”
“Kia just published the longest Super Bowl Ad teaser in history. 5 Hours of Adriana Lima is just that. You see sexy supermodel Adriana Lima waving a flag for 5 hours. The video is extremely hypnotizing. I am not sure if it is the beauty of Adriana Lima or the slow motion.
The video is an extremely extended version of the Kia Super Bowl 2012 Ad Teaser. The camera angle is changing throughout the 5 hours, in case you have the time to watch.”
“The original Super Bowl spot from Kia, “A Dream Car. For Real Life” isn’t bad at all and features some great cameos. But, actually creating a 5 hour clip of Adriana Lima’s cameo and putting it on YouTube is brilliant.”
Here’s the Kia Soul Shuffle Slam Showdown featuring LMFAO and Quest Crew that we shot in Riverside, CA on Oct. 30. There were thousands of bystanders outside the police barricade that cheered after every take. Now that is Rock N Roll.
Combined views of the versions on YouTube are at 121,747 after 7 days.
Combined views of the versions on YouTube are at 438,981 after 2 weeks.
Based on the original YouTube viral video with over 7m views by KJ92508. This video was featured on every major news network, including CNN and MSN.
Dance your pants off for a shot at winning $10,000!. But seriously, keep your pants on.
Can’t get enough dancing hamsters? Check out David & Goliath’s multi-platform Kia Soul Shuffle Slam contest on YouTube and Facebook. What the heck? Check it on your mobile device. It’s everywhere, babies.
BBDO needed integrated concepts and designs for their first project with new client, Duncan Hines. I put on my Speedshape baking hat, and rolled out a complete digital campaign that included Mobile Web, Facebook Tab and Online Ad Banners.
Mobile users can capture QR codes in Broadcast, Print, or Online Ads to access exclusive content on supported devices like iPhone, Android or Blackberry. Once inside, users can view recipes with beautiful dessert photography, save favorites, create custom graphic shopping lists, or unlock digital coupons.
Facebook users can view highly immersive content on a Flash tab design that features two new broadcast spots, and their related fourteen decadent recipes. Each recipe comes with tasty photos, step-by-step instructions, baking tips, and baker’s club interviews. There are also two “making of QR cake” videos.
As if that isn’t enough, five online ad banners in a myriad of shapes and sizes drive traffic to the sites. One of which contained a QR code comprised of over 900 chocolate and lemon cupcakes!
Sure, I gained a few pounds working on this project. But that’s the way I roll. Dough. Or is that batter? Oh, whatever! Please pass the cake pops!!
If you have a few minutes — okay, more like 18 minutes, check out this thorough tutorial that Drum Workshop (DW) made for the new Kitbuilder 2.0 web app that I designed and directed — completely built in HTML5.
Coinciding with this January’s NAMM show, Drum Workshop and Speedshape launched a first of its kind web app that allows drum enthusiasts to build their own custom kits — KitBuilder 2.0.
Supported on various browsers and mobile devices including touch devices like iPhone and iPad, Kitbuilder 2.0 allows for users to visualize a myriad of beautiful drum and hardware finishes using three archetype sets, or customize a photographic overhead kit schematic using templates of some of the world’s most popular drummers such as Tommy Lee, Dave Grohl, Neil Peart, Sheila E. or Steve Perkins. Thousands of images and models offer limitless possibilities of drums, hardware, pedals, accessories, finishes, assorted patterns, finishes and color combinations.
Based on DW’s patented SSC technology, users can sample and compare different sound variations, download images of their personalized drum kits for wallpaper, easily share with friends via Facebook, Twitter and TinyURL, generate a quote and then pick-up their new set from a list of DW Drum dealers. All mobile-friendly HTML5 compliant. No sheisse.
So whip out your ipad, but when you’re done, make sure to share your custom DW kit on Facebook or Twitter.
Speedshape and BBDO New York set forth to make a positive impact on the global environment in a recent collaboration with GE and Flickr on a new website using personal photos for charitable donations — designed and directed by moi.
The Ecomagination Photo Project is a first-of-it’s-kind 3D Flickr photo gallery allowing users to upload and tag photos that represent Wind, Water and Light, then share via Facebook and Twitter. And when I say 3D, I mean that actual Flickr photos are dynamically loaded and displayed in three separate 3D environments.
Every eligible Wind, Water and Light photo uploaded helps to reach the goals: 4.8 million gallons of clean water through the building of fresh water wells. 1.7 million hours of solar power through the donation of solar lanterns in east Timor. And 45,000 kW hours of energy created through small-scale wind turbines that will power health clinics in Rural Peru.
I’m proud to report that in only a few short weeks all of the goals have been reached. That’s what I would call a successful philanthropic campaign. Why not go visit the Ecomagination Photo Project to have a look at all of the photos?
While you’re there, search for my contributions via username nelsdrums.
When I arrived at Speedshape, they were very much an inward-facing organization that had meager branding, and fragmented “kitchen sink” marketing materials created by many to fill their individual needs. Their logo had a nice automotive “bug”, but was very problematic for modern design. In addition, they had a tiny, fixed size Flash website that was very cool in concept, but extremely hard to navigate or refresh with relevant content and virtually no SEO.
It was time for a full evaluation and refresh of branding and marketing materials.
First, I designed a first-of-it’s-kind CSS scaleable modern blog format website that featured oversized, crisp imagery at a time when most of the competition was showing little or none. This new design filled any screen, from iPhone to 27″ monitors.
Utilizing WordPress and some simple plugins, organic SEO went to the top of all search engines. This format was easily updated with content via simple CMS. Monthly and weekly updates further pushed Speedshape up the search rankings.
New identity logotype, combined with the tagline “Reality is overrated” helped to define the new, confident and cheeky voice of the Speedshape brand. Additional support materials like leave behind books, slideshow presentations and html newsletters helped to clarify Speedshape in the minds of their prospective clientele. This modular logotype system also allowed easy addition of other Speedshape brands to the lineup — like their tagging and distribution division, Speedmedia.
Minimal identity design elements like simple 2D graphics and large voids of white space and monochromatic tones helped to showcase the full-color, eye-popping goodness of the Speedshape CG graphics and interactive designs. Automotive parts created organic negatives that gave a nod to Speedshape’s pedigree in the Detroit advertising sector.
These new branding elements were put to work in a plethora of new materials. The results were significant. Tons of new ad business from all over the US and Europe, including a massive partnership contract with The Weinstein Company.
L Studio, the broadband entertainment community that I designed for Lexus, launched its beta last week. What is L Studio? Here’s what Reuters news agency had to say…
“The carmaker is launching an Internet-only branded channel Tuesday (September 23) stocked with a full slate of original programing headlined by [Lisa] Kudrow [from Friends] in a shortform comedy series in which she plays a nutty shrink.
In an effort to keep the buzz going for the project, Lexus plans to recruit more celebrity contributors in the coming months. For now, the rest of L Studio is an eclectic mix of high-toned nonfiction programing that concerns everything from art to architecture to science. Some notable figures who are profiled on the site include the Doors’ Ray Manzarek and designer Patricia Field.
Taken together, the connective thread between the programing mix and the Lexus brand, Blanchard said, is the theme of innovation. “We kind of look at ourselves as a broadband HBO,” she said. “Being on broadband in and of itself is innovative for a lot of these artists.”
Lexus vehicles have a well-deserved reputation for quality, dependability, and reliability. We needed to excite prospects by redefining the brand, so we introduced the concept of technological innovation inherent in each and every new Lexus vehicle.
While there are several ways to entice consumers to purchase a new vehicle, we had to identify attributes that would influence the user to choose a Lexus based on the features related to their world.
The new innovation section of Lexus.com uses a minimal, block world, with futuristic red toy cars in a fun and interactive demo environment to simplify the concept of some complex, innovative features.
The Lexus 2008 LS Hybrid Overlay Launch Site that I art directed for Team One finally launched this week. It features beautiful still photography from my shoot with Anton Watts last month. I have also included some of the new photography in my portfolio above.
