Meta Quest - Holiday 2022

My Role - Account Director / Lead
Agency - Anomaly LA

---

In partnership with Meta Quest, we set out to make Quest 2 the most gifted and requested item of the holiday season.

Our campaign, Wish for the Extraordinary, is a global campaign to inspire people everywhere to wish bigger this holiday season and connect and shape their worlds with the extraordinary experiences available on Quest 2. 

LAUNCH

We kicked off the campaign with a cinematic telling of our audience’s biggest wishes coming to life through Quest. We told this through a fun long form 90 film, but also ran 60, 30, and 20s in or paid global markets.

REASONS TO GIFT

Additionally, we created a set of harder working films related specifically to IP Partnerships that Meta Quest 2 was launching this holiday season, including Iron Man VR, NFL PRO ERA, and Among Us VR. The simple one take stories outline the simple yet lofty desires to become their favorite super hero, throw the winning touchdown in the NFL, or simply hang with their best friend across the world and cause trouble together.

Global Campaign

We also created an entire extended campaign, built off of a series of design assets specific to AAA and other popular experiences found on Quest 2 or set to launch at the time of our campaign. These include Iron Man VR, NFL PRO Era, Epic Roller Coaster, ElevenVR Table Tennis, Among Us VR, and Space Explorer.

These assets flexed across paid social assets, global OOH, custom 3D OOH placements, and hard working custom digital take overs.

Global OOH Visuals

Bespoke 3D OOH

Paid Social Campaign

In addition to our film and static assets created for various paid on and off platform placements, we created a few additional bespoke pieces for the campaign to bring to life the extraordinary experiences of Meta Quest 2.

Digital

We created hundreds of digital display assets across custom partnerships and programmatic placement for the US and UK, as well as motion files; below is just a quick hit of the campaign work.

Meta Quest - Super Bowl LVI

My Role - Account Director / Lead
Agency - Anomaly LA

---

In partnership with Meta Quest, we launched their first ever Super Bowl ad during the first quarter of Super Bowl LVI - the goal was to ensure that everyone knows that VR isn’t just ready with Meta Quest, but also it is how you can connect with friends in fun, new ways.

“Questy’s” features an old hangout re-created in virtual reality—a restaurant arcade called Questy’s—and the friends who spent time at the actual Questy’s gathering in the virtual one. The idea came from how we were seeing people using Horizon Worlds on Quest 2 - to create places from their past.

We started by teasing the film 10 days before the Super Bowl launch

We then dropped our full long form film three days before the big game on Good Morning America.

Then we dropped the hero :60 film after the first quarter of Super Bowl; check out the quick plug at the end for a special-planned concert in Horizons!

We also created an entire extended campaign, with harding working film and digital assets with the goal to follow up our Super Bowl film and get mainstream players to understand Meta Quest enables you to have fun with friends in new ways.

Extended Campaign Film

Digital

Fetch Rewards - Brand Launch 2021

My Role - Account Director / Lead
Agency - Anomaly LA

---

Fetch Rewards is all about earning more of what you love - whether it be power tools, bbq ribs, and everything in between.

Fetch is a relatively new brand in the marketing space, having been founded back in 2017 and taken over the receipt-scanning world very quickly.

In our efforts to bring Fetch Rewards to the masses in the United States and land our first brand point of view in a crowded rewards space, we built their master brand platform, rewards positioning, and thier first brand campaign, Get Receipt Rich, from the ground up.

Spanning film, OOH, digital, radio, podcasts, and partnerships, we wanted to make sure that no matter what your preference or where you shop, you can earn rewards doing what you love with Fetch Rewards. Getting receipt rich isn’t a mentality - its a lifestyle!

Netflix - AAPI Month 2021

My Role - Account Director / Lead
Agency - Anomaly LA

---

To highlight its Asian American and Pacific Islander creators and talent during AAPI Heritage Month, Netflix is launching a hub on the service dedicated to AAPI content, as well as a national ad campaign.

We released a minute-long video campaign featuring Daniel Dae Kim, Ashley Park, Ramona Young, Lana Condor, Justin H. Min, Ronny Chieng, Tan France, Jimmy O. Yang, Leah Lewis, Jessie Mei Li, Jo Koy, and Punam Patel. 

France, Condor, Koy, Margaret Cho, Naomi Osaka and Ken Jeong will additionally be featured on billboards across the country, from Los Angeles to New York to San Francisco to DC this month, accompanied by personal quotes from each of them.

The company joins other streaming services in spotlighting its AAPI shows and movies — HBO Max and Hulu are just two other streamers that debuted a dedicated collection of content featuring Asian Americans on screen.

Diet Coke - Liquid First 2020

My Role - Account Director / Lead
Agency - Anomaly LA

---

In late 2020, Diet Coke was in need of a fresh update to their liquid-first work.

To tackle our audience’s love for the visual food porn that comes with drinking a crisp, cold Diet Coke, we created four new films that will live across all of our consumer touch points including digital, social, customer channels, FSOP, and more. 

They celebrate and showcase the drinking experience, playing into our diet coke drinkers' innermost thoughts. Type-driven and bold with a touch of humanity, we're speaking their language. 

Now go grab an ice cold Diet Coke and enjoy :-)

Portal from Facebook - Holiday 2019

My Role - Account Director / Supervisor
Agency - Anomaly LA

---

After our 2019 Portal launch, we wanted to continue our momentum into the Holiday season and make it clear that with Portal from Facebook, you can stay close to those you love, even when you’re far apart - during the holidays. 

Continuing to work hand in hand with Disney writers and Muppet performers, we crafted further stories to accentuate the emotional highs and lows that physical distance created between the Muppets.

Film

Includes Broadcast, OLV, Social Videos, Cinema, and Retail

Songs About You Know was our Holiday Anthem film; a reimagined holiday rendition of the Rainbow Connection performed by over 20 characters.

OOH

Our OOH consisted of a series of large scale placements throughout Europe and was a mix of Muppets and Lifestyle imagery

Digital

Includes a series of high impact digital placements, performance marketing assets, and programmatic digital work

Portal from Facebook - 2019 Product Launch

My Role - Account Supervisor
Agency - Anomaly LA

---

Ahead of our 2019 Portal launch, we wanted to make it clear that with Portal from Facebook, you can stay close to those you love, even when you’re far apart - both during the holidays and all year round. 

And, with other major competitors ready to drastically outspend us during the holidays, we needed to find a way to cut through the clutter and make Portal from Facebook the single best way to maintain and enrich relationships with the people who we call family.

Enter - the Muppets. A globally beloved family of characters known for their spontaneous and playful personalities. Characters who consistently find themselves in vastly different places, but always find a way to come together when they need each other the most.  And, most importantly, characters that everyone can see themselves in. 

Working hand in hand with Disney writers and Muppet performers, we crafted character stories that found our furry friends suddenly living separate and lonely lives. From Los Angeles to New York to cities in Europe, careful attention to detail was put into building sets and worlds that accentuated the emotional highs and lows that physical distance created between the Muppets.

Additionally, highlighting Portal’s unique features like Smart Camera, AR Masks, Story Time helped tell the strongest stories of connection in our campaign - a campaign that spanned across 20 films, large scale out of home takeovers, custom digital placements, email marketing campaigns, retail locations, and eCommerce. 

Through our efforts, we increased our overall sales by 54% year over year and increased our online sales by 400%, and nearly doubled our aided awareness goal for our target audience. 

Film

Includes Broadcast, OLV, Social Videos, Cinema, and Retail

OOH

Our OOH consisted of a series of large scale placements throughout Europe and was a mix of Muppets and Lifestyle imagery

Digital

Includes a series of high impact digital placements, performance marketing assets, and programmatic digital work

Portal from Facebook - Mother's Day 2019

My Role - Account Supervisor
Agency - Anomaly LA

---

Welcome to the Mother’s Day Support Group, where the moms of famous kids, including Neil Patrick Harris, Odell Beckham Jr., Snoop Dogg, Dwayne “The Rock” Johnson, Jonah Hill and Beanie Feldstein, and Serena and Venus Williams, get together to complain about their famous kids and how they’re too busy to call on Mother’s Day.

Enter Portal From Facebook - the best way to connect with your family, no matter the distance, because all our Mom’s really want is to see more of you. Using this universal truth, we built a campaign around showing the unique value that Portal can bring to your life when it comes to spending more time with your mom, not just on Mother’s Day, but all year round.

In our short but effective Mother’s Day campaign that spanned across film, digital, eCom and CRM marketing, we increased Portal’s sales by 8x their normal benchmark.

Call your mom. She misses you :-)

Oculus Go - See it in VR - Holiday 2018

My Role - Account Supervisor
Agency - Anomaly LA

---

You can do a lot of crazy things in VR.
Travel to Mount Everest. Swim with dolphins. Battle dinosaurs.

But, most people still think of VR as tech for gamers, but what we’ve seen with Oculus Go is people using VR to do more than play; they’re using Oculus Go to get closer to the content they love. Relaxing with a movie after a long day; watching the game with a friend. It’s normal stuff, experienced in a new way.

You haven't seen it until you see it in VR was our 2018 Oculus Go Holiday campaign, where a few familiar faces rediscover their passion for movies, see themselves from a different perspective, and discover new ways of hanging out that feel surprisingly like…hanging out, even from thousands of miles away across a series of films, OOH and digital placements, influencer events, e-mail marketing, retail performance marketing, and eCommerce.

Oculus Go - OC5 2018

My Role - Account Supervisor
Agency - Anomaly LA

---

Every year, Facebook hosts their developer conference in Menlo Park. The industry's leading developers, creators and visionaries get together to celebrate VR's journey and the road ahead.

OC5 in 2018 was a particularly special year as it marked the first year Oculus Go had been released. Oculus Go was Facebook’s first true attempt to bring VR to the masses. Our task was to create a keynote film for Mark Zuckerberg to present to the conference that highlighted the incredible amount of progress that we had made in the short 5 month life of Oculus Go to help spread the value that VR can add to people’s lives. Enjoy the film!

ZICO - Help Your Self 2018

My Role - Account Supervisor
Agency - Anomaly LA

---

In the summer of 2018, we needed an idea that profoundly inserted ZICO and our ethos into the hearts and minds of culture - a transformative idea that encourages accessible holistic wellness.

It must be something that gets people talking.
Something they want to engage with and share.
Something that’s open and democratic.

To do this, ZICO demonstrated how easy and simple holistic wellness is by getting in touch with their inner child. Tom stepped aside for one week to allow a six year old girl named Estella to take over as the CEO. Her energy, ideas, and insights showed just how easy holistic wellness can be for employees and more importantly, how ZICO can hydrate the WHOLE you - mind, body and soul.

Launch Film

OOH/Digital/Social/Point of Sale

To compliment the film work, we created a fully redesigned look and feel from the ground up that is based on authentically portraying holistic healthiness through candid, personal moments, while the rest of the coconut category feels staged and unattainable. From lifestyle photography to gifs that embodied holistic wellness to social cut downs of our film to a complete re-design of the ZICO website, we wanted to make sure our ethos lived through all of the work.

Influencers

Our influencer partners champion holistic wellness day to day, and were integral to our campaign to serve as ambassadors to the community and drive ZICO usage cases.

The Results

3 million organic PR impressions across 2 national outlets and 4 local outlets,
~141MM delivered impressions for OOH, Social, and Digital Video
20,000+ organic views and 1500+ likes across social media channels

IBM WATSON + ALEX DA KID - Phase 2

My Role - Account / Content Supervisor
Agency - KidinaKorner

---

In our second phase of the IBM Watson x Alex Da Kid partnership, IBM Developer, Joshua Carr, worked closely with ADK to gain insight into his vision and sensibility to drive discovery. Carr created a custom Watson solution to aid Alex’s search. A technology and entertainment industry first, Watson learned the language of music from the producer’s natural speech. 

The creation of “Go” set a new standard for the music industry at large. To identify the perfect artist for his collaboration—rather than employ century-old A&R methods or spend countless hours casing the internet for new voices—Alex enlisted the help of IBM Watson. The technology allowed Alex to work smarter and more efficiently to uncover talent, changing the concept of A&R forever.

“Go” is said to be the first of many “game-changing moments” and singles that are birthed from using the Watson Artist Discovery Tool.
 

THE TRACK - "GO"
ALEX DA KID ft. H.E.R. & Rapsody

THE TRACK - “GO 2.0”
ALEX DA KID FT. H.E.R. & Rapsody & Jorja Smith

Alex Da Kid, in partnership with IBM and Spotify, went on further to release an updated version of the single, titled “Go 2.0”. The updated track adds the power of a third female voice with the addition of Jorja Smith along with H.E.R. and Rapsody - an artist discovered with the help of IBM’s AI technology, Watson.

DOCUMENTARY

KIDinaKORNER ARTIST WORK

My Role - Account / Content Supervisor
Agency - KidinaKorner

---

In my time at KIDinaKORNER, I have had the chance to work on a host of artist-based projects. Some large-scale six figure budgets, others for under $1,000. Below are a few of official video launches I had the chance to produce.

Beyond the large scale productions posted below, I produced, edited, supervised, or DP'd over 200 short pieces of digital content in my time at KIDinaKORNER, as well as 3-5 larger pieces that were finished but never aired due to songs being held indefinitely for future releases. 

"DOWN"
Rosie Mac

"DON'T YOU KNOW" ACOUSTIC
JAMIE N COMMONS

"AMERICAN FUNERAL" LYRIC MUSIC VIDEO
ALEX DA KID x JOSEPH ANGEL

SINGLE ARTWORK

"NOT EASY"
ALEX DA KID ft. X AMBASSADORS, ELLE KING, AND WIZ KALIFA

OFFICIAL MUSIC VIDEO

LYRIC MUSIC VIDEO

"PUT A SPELL ON YOU" COVER
CS ARMSTRONG

IBM WATSON + ALEX DA KID - Phase 1

My Role - Account / Content Supervisor
Agency - KidinaKorner

---

Grammy award-winning music producer Alex Da Kid paired up with Watson to see if they could create a song together. Watson’s ability to turn millions of unstructured data points into emotional insights would help create a new kind of music that for the first time ever, listened to the audience.

Alex Da Kid wanted a deeper connection with his audience. But with so many millions of people in the world, he needed a better way to listen to all of them. Watson AlchemyLanguage API helped by analyzing five years of natural language texts including New York Times front pages, Supreme Court rulings, Getty Museum statements, the most edited Wikipedia articles, popular movie synopses and more. Once Watson had learned the most significant cultural themes, Watson Tone Analyzer read news articles, blogs and tweets to find out what people felt about them.

Watson also inspired Alex Da Kid by analyzing years’ worth of popular music. Watson Tone Analyzer API read the lyrics of over 26,000 Billboard Hot 100 songs while Cognitive Color Design Tool tool ingested its album art. Watson Beat then looked at composition of those songs to find useful patterns between various keys, chord progressions and genres completing an emotional fingerprint of music by year – brought to life in a fully immersive experience for Alex.

THE TRACK - "NOT EASY"
ALEX DA KID ft. X AMBASSADORS, ELLE KING, AND WIZ KALIFA

TV Commercial

DOCUMENTARY

OFFICIAL MUSIC VIDEO

We concepted and produced, along side Three Foot Giant, the official "Not Easy" music video, which launched two weeks after the release of the track. 

LYRIC MUSIC VIDEO

Lyric Music Videos are an important part of the release of each track. We concepted and produced this video in house for official launch of the track. 

ALBUM ARTWORK

We concepted, designed, and produced the official album artwork for the release of the track. 

KIDinaKORNER Website Launch 2016

My Role - Account Supervisor / Digital Producer
Agency - KidinaKorner

---

I am not an interactive producer. However, having worked on half a dozen digital projects directly with producers in the past, I have a decent sense of what goes in to producing a website under a certain set of parameters, and what a production for it looks like. 

Back in 2016, when KIDinaKORNER's agency was first launching with an official brand identity, my Creative Director and I worked one on one with our production partner to design, develop, QA, and implement our website from the ground up. I was also the source for maintaining the CMS of the entire site. 

This was a first for me, and I am proud to have added the project and production to my repertoire. 

Below are screenshots of the various parts of the website

Google "DUO" Launch 2016

My Role - Account Manager
Agency - 72andSunny

---

In 2016, Google was set to launch two new messaging apps, known as Duo and Allo. While we were initially briefed with creating launch content for both new apps, we ultimately decided to focus on the Duo Launch for Google IO 2016. 

Duo is a simple, fast one-to-one video calling app for everyone—whether you’re on Android or iOS, a fast or slow connection, in New York or New Delhi. Duo is based on your phone number, allowing you to reach anyone in your phonebook. Duo has a new feature known as Knock Knock, which shows you a live video preview of the caller before you pick up.

Knock Knock invites you into the moment, making calls feel spontaneous and fun. It was out goal for this 60s spot to highlight the simplicity of Duo (both in the UI and in making calls), the fun and spontaneous nature of Knock Knock, and make it clear that this app was cross-platform, meaning it worked on Android and iOS devices.

Check out the film below. 

Video Block

Double-click here to add a video by URL or embed code. Learn more

In tandem with the film launch, we also created a plethora of digital assets to go live with the release of the Google Blog - a staple of any wide-scale Google hardware, software, or app release that went live the day Duo was announced. 

As of early 2018, Duo has over 100,000,000 downloads and over 1,600,000 reviews in the Google Play store, averaging a 4.6 rating. 

Google "NOW ON TAP" Launch 2016

My Role - Account Manager
Agency - 72andSunny

---

Google's Now on Tap feature was the latest launch in world of Google Life Hacks during the spring of 2016. It was our goal to highlight a few of the various functions of the new feature while also showing users how truly simple it was to use through a 60s launch film. 

What is Now on Tap? It is a simple yet sophisticated feature Google integrates into any phone that could operate Android M or higher to give you quick information without having to leave the current app. The information you get will depend on what you're viewing on your screen at the time you long-press the Home button. Check out the 60s animated spot below to see just how awesome it is. 

On the surface, it's quite simple: When you long-press the Home button, Now on Tap copies and pastes what you're viewing into Google Now and opens an overlay with related information. Under the surface, it's much more complex; this copy/paste action is why sometimes you'll find the information Now on Tap presents to be not especially useful. The specificity of what you're viewing directly impacts what Now on Tap can reveal.

Google.Org x Donors Choose 2015

My Role - Account Manager
Agency - 72andSunny

---

For kids with special needs, the right materials can make a huge difference in the classroom. In late 2015, Google.org partnered Donorschoose.org to raise money for teachers' projects all throughout the United States.

During the two week campaign, Google pledged to matched user donations up to $1MM for projects that focused on accessible education on DonorsChoose.org. The goal of the project was simple - fund as many teacher projects as possible and help make education more inclusive for every child. 

THE DOCUMENTARY LAUNCH FILM

This was a fully integrated campaign. As part of the project, we created the following documentary launch film to drive awareness for the start of the campaign. The film highlighted two specific teachers who focus their daily efforts on teaching students with special needs, and was featured as a Google Home Page takeover the day of the launch

WEBSITE HUB

Integrated hub website for viewers to learn about the campaign, learn about the nine teachers we selected to highlight and fully fund, and personally donate to the projects of their choosing.

FUNDING EVENTS

We produced seven surprise "funding" events in seven different states throughout the United States (each with their own individual print and even planning productions), including two featured in our launch film over the course of a 2.5 week period. This took an incredible amount of coordination between our agency, our client, the schools and their key players, our production team, DonorsChoose, and the teachers themselves. 

Digital Campaign

Over the course of 14 days, we designed and implemented our social campaign. This included highlighting individual teacher projects on DonorsChoose, pushing our digital film to new viewers, and sharing in the success of the funding events to help drive further donations for the campaign.

THE RESULTS

The result was more than just raising money (we met our $1M funding goal quite quickly) - it set a great precedence for future collaborations with non-profits like DonorsChoose to continue to raise money, awareness, and opportunity for children, no matter what level of education they are at. 

Google.org x Veteran's Day 2015

My Role - Account Manager
Agency - 72andSunny

---

Marching on behalf of ones country and service is one of the proudest achievements for Veterans. However, thousands of Vets every year are unable to participate in the march, due to illness, injury, or being unable to attend. 

On Veterans Day 2015, veterans in VA hospitals across the country virtually marched in the nation’s largest Veterans Day Parade using Google Cardboard and 360 video.

During the one day campaign, Google utilized Google Cardboard, Youtube, and their android-specific mobile Youtube App (the only app with virtual reality capabilities at the time) to 360° live stream the march to more than 4000 veterans unable to attend with disabilities and those unable to travel.

This streaming allowed viewers to virtually march alongside 27,000 of their fellow servicemen and women in the New York City Veterans Day Parade.
 

THE 360° EXPERIENCE

The 360° viewing experience was a centerpiece for this project. It was our role to work with our digital team at 72andSunny to research and consult on the best approach for this live streaming experience. 

Website HUB

We built a dedicated website for viewers to house our content, stream the march and future film content, and provide a platform to viewers learn about how they can get involved in bettering the lives of Veterans throughout the country

VIEWING PARTIES

We organized 12 live viewing "marching" experiences for veterans across the United States and created film documenting some of the Vets we were able to assist. 

As a bonus, due to everything about Google.org striving to be fully ADA compliant, we created all assets under strict ADA regulations. This gave everyone equal opportunity to participate and join the cause!

Google.org x Bay Area Impact Challenge 2015

My Role - Account Manager / Coordinator
Agency - 72andSunny

---

Google.org invited local nonprofits to submit their proposals, choosing 25 finalists from over 900 applicants who received a total of $5.5 million in funding. Google's goal was to find projects with innovative approaches and ambitious plans to improve the lives of local residents, as well as adventurous leadership teams to execute their vision. From the 25 top projects, 10 finalists were chosen. That is where we came in to help.

Over the course of the three week campaign, we created a city-wide public awareness campaign, asking the city to cast their votes for the projects they felt deserved the money the most. Top 25 were guaranteed $100k in funding, finalists received $250k, with the top 4 (ended up being 6) receiving $500k in funding.  

This project was fully integrated; as a part of it, we created:

A NETWORKING PLATFORM

When the top 10 NGO's were chosen, we personally put on training sessions with each one, providing them with marketing tools, digital assets so they could create their own marketing assets, and training on how to spread the word on their cause. It was incredible to see how the NGOs embraced the training to help gain votes. 

ARTWORK

We hired two local artists in the Bay Area to create original artwork to represent each non-profit government organization (NGO) in the campaign. The visual identity of the campaign was crucial to making it stand out and resonate with the community - we opted for a simplistic paper-cut out visual design that was brought to life beaiutifully by our artist duo.  

LAUNCH FILM

Working with a local animation team, we created a 30s launch film using our bespoke artwork to tease the 10 finalists and create a CTA to vote in the public. The film was launched as part of a Google Home Page take over at the start of the campaign. 

WEBSITE VOTING HUB

Most importantly, we created a bespoke website to serve as the hub for our campaign. Within the site, we users could learn about all the finalists as well as the greater Bay Area Impact Challenge, the celebrity influencers helping in the cause, and most importantly, provide a platform for voting.

GUERILLA MARKETING

Taking voting tactics to the streets was crucial for this campaign. In order to get the people voting, we had to bring voting to them.We did this in a number of ways.

First, we created specially designed digital voting stations throughout the Bay Area's uniquely designed digital billboards. Fans could simply walk up to a billboard, click on each NGO to learn more about it, and vote on the spot while waiting for their bus or cruising through their neighborhood.

One of 30+ digital bus shelter voting stations. Votes were tallied and digitally sent to a server. Only one vote could be cast every few minutes as to avoid fraud or "over voting". 

Additionally, we created one-of-a-kind voting paper that was placed in dozens of volunteer businesses throughout the city. We worked with a unique vendor who could create conductive ink, allowing viewers to simple "touch" the paper posters hanging throughout the city and cast their votes. Votes were collected each day and tallied.

Here is an example of the "touch to vote" paper we created and distributed to local Bay Area business for the duration of the campaign.

We designed a wide-scale print and OOH campaign, using static billboard space, wild postings, and standarD advertisement placement throughout the BART system to spread awareness for the campaign and drive awareness to online voting.

This was our final design for our print and OOH campaign featured throughout the Bay Area

AN INFLUENCER NETWORK

It was important for us to make sure that people influential to the community were involved. To do this, we worked with local celebrities, such as Harrison Barnes of the Golden State Warriors,  Hunter Pence of the SF Giants, and Secretary of State Condoleezza Rice.

We formed partnerships with the Golden State Warriors, San Fransisco Giants, and various other local businesses to help spread further awareness.

THE RESULTS

When all was said and done, we awarded $5.5M to 25 NGOs in the area, and we increased voting by 500%, attracting more than 415,000 votes.