Coke Zero | Doppelgänger

In conjunction with award winning master animators  MK12, the Ebeling Group, CP+B and the Agency for Holistic Branding we bring you the most sophisticated Facebook application yet. Using facial recognition software developed at Carnegie Mellon University I present: The Coke Zero Facial Profiler.
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Although I only received a 57% match when I used the system, I’ve seen it work really well for some others (I never tend to agree that I look like anyone else anyways). Since its launch a few weeks ago it already has 162,162 registered users filling the database with photos.

The recent advances in image recognition software are truly astounding. It’s incredible to think this is an app for pure entertainment, when last year software of this type was mainly used only for classified purposes. Google Goggles will also bring about a massive paradigm shift in for text, image, and location search. No doubt tons of questions on privacy, and usage will come along with its launch.  Interesting times ahead when software gets crossed with sight.

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Project: Bordeaux Repositioning

How does a legacy brand like Bordeaux remake itself in the US market where California wine is king, and where Frenchness is both a boon and a liability?
Solution: While all the details can’t be exposed of this ongoing campaign, I identified several key factors along the purchase chain and in the perception of the word Bordeaux itself. I wasn’t rebranding a brand, but a region and at the most basic level a heavily associated word. By conducting focus groups from coast to coast as well as tons of research from online surveys I came up with a strategy that hits practical and socio-cultural needs and leverages social media activation in an organic way.
Results: The campaign is now in the hands of the talented people at Creativefeed for execution, and you’ll be sure to see the work out and about.
Role: Strategic Brand Planner, Digital Strategist, Scenario Planner, Researcher

Bing This, Google That

Different search engines are good for different things, and the belief that google is the be all, end all of search just doesn’t stand true anymore. I worked on the launch of Microsoft’s Bing search engine (before it had an official name) and I was very impressed with it.

It is hands down the best place to search for travel related things – as they have integrated the ‘farecast’ engine into Bing. The nice thing about that are the predictive fares display based on data from the past 3 years. Google is still great for general things, but for the most part when I need to find something specific to the design world, I end up looking into my own network on Delicious – and that’s where the more intricate search items are found faster. Twitter’s hash tagging is really holding it back from being a helpful tool for search, but perhaps there will be a twitter search engine that allows for community based search. I for one, know that there is nothing better than that especially when you’re searching for obscure art, technology and design references. Sometimes, the echo chamber really is the best place to find what you’re looking for.

Bing.com

Bing.com

When Sound Inspires Design: Nokia

I had the pleasure of working with the team at Wieden + Kennedy London as they were beginning to launch the Almighty Music campaign and it was great to watch Ida Gronblom and Fabian Berglund come up with the first designs of fantasy headsets to kick off the campaign. Just checked David Lee’s blog and got the news that the headphone design competition is officially over and winners have been announced. Contestants were asked to submit a design for headphones inspired by their favorite song – which is always a nice design exercise. The winning results are pretty great – the one featured here is inspired by R.Kelly’s “I believe I can fly”. But even better is to check all the entries that were submitted through the create-your-own website that WK and Nokia put together (taking a page out of the Nike ID book):

Nokia Headset Gallery

Adidas Originals

The Superstar shoe re-launch was a project brought to me by Jon Santos. In a very short turnaround-  we worked in tandem to discover the strategy, concepts and the creative. Jon designed all of the following creative,  as I did research, copywriting and trend forecasting. Here are some of the results for the conceptual pitch.

The goal was to celebrate originality without going too retro. Redefining original to mean now and breaking out of previously celebrated Superstar territory which always linked it to Run-D.M.C. and the world of rap and graffiti.