In January of 2014, I founded Green Stone.

Learn more about it here - www.GreenStone.co

Client: NBC

Type: PLATFORM LAUNCH 

Agency: CP+B

Year: 2014

THE CHALLENGE

In 2014, the curtain rose for a new era of late night TV. After 22 years as the host of The Tonight Show Jay Leno retired. Jimmy Fallon was officially appointed to take over the top rated, most coveted time slot in Late Night. CP+B was tasked with creating digital products to support Jimmy in his new role. But how do we take a 60 year old TV show and modernize it for today?

THE INSIGHT

Since 1954, we’ve tuned into the Tonight Show to make us laugh, get our fix of pop culture, and wind down for the night. Not just the show, but the act of watching the show is embedded in our culture. But the way we’re watching TV is changing. 88% of the US population uses a second mobile device while watching television and we knew from research that hardcore Jimmy fans are more likely to download and interact with an app. These two points suggested the need to define distinctive roles for the website and the App.  The website needed to focus on easy consumption of content across multiple devices in a consistent manner, while the App needed to take on the role of engagement platform, creating a way for hardcore fans to participate in the show.

THE SOLUTION

Instead of thinking about the Tonight Show Web Site and Mobile Apps as support for a 60-minute television show, we thought about them as unique ways to deliver Tonight Show content for the world we live in now. We deconstructed an hour long show into it’s component parts. Breaking it down to it’s atomic level. Not just 3 minute video clips, but 15 second videos, 140 character tweets, single images, image collages, and GIFs.

We designed the website experience to be the platform where you consume content. The siteis responsively designed so the experience is consistent no matter what type of device you are on. Viewers can consume bits of content no matter where they are. The App experience is focused on hardcore Fallon fans, giving them a platform to participate in the show via, #hashtag challenges, video challenges and other content generating ideas Jimmy and his team come up with.

RECOGNITION 

• Emmy - Outstanding Interactive Program

ADDITIONAL CREDITS

• Hanna Rosenblom

CHECK OUT THE VIDEO > 

Client: CLINTON GLOBAL INITIATIVE 

Type: PLATFORM LAUNCH 

Agency: CP+B

Year: 2013 

OVERVIEW 

In the hopes of doing some real good in the world, CP+B and partners created an emergency broadcast system for the internet. We partnered with social networks to create a system where people can donate their feeds to a group that will tackle a major solvable world issue each year. Then, with a push of a button from that group, a tweet or post with a clear call-to-action will be dynamically pushed out like falling dominos to everyone’s feed who has subscribed. Hopefully this process creates enough awareness and engagement to overwhelm even the biggest problems.

Imagine if a billion people could be reached at the same time.

Imagine the problems you could solve with that scale of attention.

We started with clean drinking water. 

RECOGNITION 

• this has not yet been submitted to any shows

ADDITIONAL CREDITS

• Angel Anderson

• Hanna Rosenblom

• Nuzi Barkatally

Client: DOMINO'S 

Type: GAME APP LAUNCH 

Agency: CP+B

Year: 2012 

OVERVIEW 

How could Domino’s find people who have a passion and a talent for the unique skill of pizza making, and inspire those people to work for them? 

Enter Pizza Hero, a pizza making game for iPad, that invites players to try their hand as pizza chef. 

Players are trained and challenged to make nearly perfect pizzas by hand, from kneading dough, to spreading sauce, to sprinkling cheese, to placing toppings, to slicing pies. The game also allows players to order and then consume their pizza creation. 

For the top players — those who exhibit top pizza making skills — Domino’s extends an invitation to apply for a real-world job offer, right from within the game. 

RECOGNITION 

• The Webbys - People’s Voice Award

Client: CONCERNED CHILDREN’S ADVERTISERS 

Type: GAME SYSTEM LAUNCH 

Agency: CP+B

Year: 2012 

OVERVIEW 

Alarmed by a lack of physical activity amongst Canada’s youths, CCA and CP+B worked together to make something better: GoGoYu. This game was one of the first to translate real-world physical activity into the powering of a virtual character through a compelling story, with plenty of interaction and rewards fit for a kid. 

Players wear a FitBit pedometer that tracks and sends daily step data to GoGoYu. The more active a child is in the real world, the stronger their character is in the game. 

Players explore over 30 levels from around the world, take in over 200 nutritional and cultural facts, play fun mini-games, unlock hundreds of items and see a great story unfold as reward for their exercise. 

ADDITIONAL CREDITS

• Charles Law

Client: WINDOWS PHONE 

Type: SITE LAUNCH 

Agency: CP+B

Year: 2012 

OVERVIEW 

The new Windows Phone from Samsung keeps people up to speed on the lives of their friends and social networks better than any other phone on the market. In order to prove it, CP+B made a quiz to see how well visitors with other phones know their friends. Most were amazed at how little they knw about their friends and the amazing features of the new Windows Phone.

Client: AMERICAN EXPRESS OPEN 

Type: BRAND + PLATFORM LAUNCH 

Agency: CP+B

Years: 2010-2012 

OVERVIEW 

Building upon an idea from American Express, CP+B and Digitas partnered to blow out the country’s newest shopping holiday: Small Business Saturday. We complimented mass market awareness drivers with a variety of digital tools and platforms allowing small business owners and their customers to take full advantage. 

RECOGNITION 

• Clios - Grand Prix 

• LIA Awards - Grand LIA (new category) 

• Cannes - Grand Prix + Gold (cyber) 

• MIXX - Best in Show 

• Jay Chiat - Gold 

• Effies - Gold (goodworks brands, financial cards) 

• One Show - Gold

(please note: they forgot to include me on the credits for this project, but I did actively participate in the development of it) 

ADDITIONAL CREDITS (over the life of the project)

• Angel Anderson

• Rich Giuliani

Client: OLD NAVY 

Type: MOBILE APP 

Agency: CP+B

Year: 2012 

OVERVIEW 

Imagine if every single Old Navy logo in the world was not a dead end, but rather became an instantaneous opportunity for interactivity and consumer engagement down the funnel. 

That is what Snap Appy does. It turns every Old Navy logo into a 2D bar code. Simply launch the app, and take a picture of any Old Navy logo on any surface or screen anywhere in the world and the reward wheel starts spinning. 

One could land on style tips, exclusive content or some of the best coupons out there. 

Now every Old Navy logo is a gateway to a deeper relationship with the brand.

ADDITIONAL CREDITS (over the life of the project)

• Angel Anderson

• Lin Su

• Jane Reinberg

• Dan Yang

• Nuzi Barkatally

Client: GREY POUPON 

Type: SITE LAUNCH 

Agency: CP+B

Year: 2012 

OVERVIEW 

The world’s most exclusive Facebook page was created to uphold the high standards set by Grey Poupon Dijon. Only the most tasteful were admitted, based on a dynamic scan of their social profile and posting habits.

As our judges watched the candidate's info scroll by, they judged accordingly. Those whose applications are denied had their Like rescinded. Those who were accepted were welcomed into The Society of Good Taste with access to plenty of unique gifts and perks. 

RECOGNITION 

• Cannes Promo Lions - Silver (best use of social media) 

ADDITIONAL CREDITS (over the life of the project)

• Jane Reinberg

Client: DOMINO'S 

Type: SOCIAL PLATFORM + CONTEST 

Agency: CP+B

Year: 2012 

OVERVIEW 

Throughout our relationship with Domino’s, we have encouraged them to embrace “radical transparency” as a company. That aspiration continued with the development of a social, co-creation platform called “Think Oven”. 

Think Oven has two parts: Projects and the Idea Box. With projects we ask for ideas on something specific like new uniforms or improvements to the pizza tracker and delivery cars. Then we choose our favorites and reward those who submitted them. 

Idea Box allows submissions for any other ideas related to Domino’s. We consider all of them, and the best and most popular ones might even inspire the next project.

ADDITIONAL CREDITS (over the life of the project)

• Noel Franus

• Angel Anderson

• Azmina Karimi

Client: MDC 

Type: INSTALLATION 

Agency: CP+B

Year: 2011 

OVERVIEW 

For the launch of MDC’s Innovation Center in New York, they enlisted us to create a buzz-worthy lobby installation that would showcase the work and thinking coming out of their roster of agencies. 

This installation had to be a central showpiece but not get in the way. It had to be rewarding to a single user, but usable by many. It had to show breadth and depth of talent, but not be overwhelming. 

The solution accomplished all of these things and more. 

We created a multi-touch, multi-user showcase on a Microsoft Surface table that allowed for streaming and browsing of content. Then when something interesting came up, the user could “flick” the content up to a screen that covered most of the wall for the details about and/or playback of that project.

ADDITIONAL CREDITS 

• Angel Anderson

• Dan Yang

Client: JELL-O 

Type: PLATFORM LAUNCH 

Agency: CP+B

Year: 2011 

OVERVIEW 

Jell-O Temptations is the ultimate pudding for grownups, and we wanted to make a sampling station just as focused on them. The machine’s camera scans a candidate's face when they walk up to it, measures the distance between their eyes, nose and ears, fits them into an age bracket and dispenses the jell-o if they’re old enough.

Too young? An alarm will ring and a message will shoo them off. If you’re old enough they'll be enjoying a pudding in no time.

Client: BEST BUY 

Type: ENTERTAINMENT PLATFORM + MOBILE APP 

Agency: CP+B

Year: 2011 

OVERVIEW 

Typically movie tie-ins involve ads, a special promotion or a limited-time offer. But Best Buy’s Movie Mode was a first-of-its-kind mobile app that actually reinvented the moviegoing experience by letting the audience interact with the movie screen in real time with their smart phones. 

Launching with Despicable Me, this platform gave real time translations of the on-screen Minion language, revealing an entirely new content experience that was impossible without the app. 

This content was delivered based on a complex audio recognition and syncing system that allowed for communication between the movie and the app. 

RECOGNITION 

• One Show - Gold (branded applications) 

• Clios - Bronze (innovative media)

ADDITIONAL CREDITS

• Angel Anderson

• Noel Franus

Client: BEST BUY 

Type: SOCIAL PLATFORM + SITE 

Agency: CP+B

Year: 2010 

OVERVIEW 

What if you could tap into the collective intelligence of the entire Best Buy Blue Shirt staff across the world, for immediate answers to your toughest tech questions, whenever and wherever you think of them? And what if Best Buy could leverage Blue Shirts, even when their store or department is quiet? 

Enter Twelp Force.

This social platform allows users to submit questions that are then diverted to and answered by available Blue Shirt employees, wherever they might be. 

RECOGNITION 

• Cannes - Titanium / Grand Prix 

• Clios - Gold (innovation) 

• Jay Chiat Awards - Gold (creative technology) 

• LIA Awards - Gold (new + digital advertising) 

• Andy Awards - Gold (reset - innovation) 

• Cannes Cyber Lions - Bronze (websites)

Client: B-CYCLE 

Type: PRODUCT LAUNCH 

Agency: CP+B

Year: 2010 

OVERVIEW 

CP+B thought it a bit crazy that the U.S.A. had never figured out a good bike sharing system with the transportation and pollution problems we faced, and when so many other countries and cities had. 

So, we decided to create our own. We got Humana on board for the funding, we worked with Trek to design the bikes, and our product innovation team designed the kiosks and business model. 

Our Experience Design team worked with the various stakeholders to think through the consumer experience, and to flesh out the network of digital properties that would enhance it. 

The system is now live in more than a dozen cities including Chicago, Denver and San Antonio.

RECOGNITION 

• IXDA Interaction Awards - Winner (optimizing)

ADDITIONAL CREDITS

• Hanna Rosenblom

• Azmina Karimi

Client: VAIL RESORTS 

Type: PRODUCT LAUNCH 

Agency: CP+B

Year: 2010 

OVERVIEW 

EpicMix is a revolutionary technological advancement for the ski industry. With EpicMix, all activity on the slopes is automatically uploaded to an EpicMix dashboard via passive scans of RF enabled ski pass at each chairlift. 

Guests can track their days skied, track their vertical feet, see where they rode, earn virtual rewards for their achievements, and collect points to work their way up through tiered levels. 

In addition to the gaming elements, we added a variety of features designed to help connect people on the mountain and address some of the most common issues and tensions that come up between friends and family on the slopes. 

RECOGNITION 

• Clios - Gold (interactive apps) 

• One Show - Pencil (innovation in advertising)

ADDITIONAL CREDITS

• Adam Sant

• Michael Tseng

Client: JELL-O

Type: APP LAUNCH 

Agency: CP+B 

Year: 2011

OVERVIEW 

What is the single most iconic aspect of Jell-O?  

The jiggle.

In a celebration of this unique attribute, CP+B created an app that gives our fans a Jiggling Jell-O cube that will dance to whatever music they decide to put on.   The dynamically generated dance moves were the result of an amazing partnership between the best choreographers and the best programmers out there.

Client: MDC 

Type: SITE LAUNCH 

Agency: CP+B

Year: 2010 

OVERVIEW 

MDC wanted to bring to life its “Where Great Talent Lives” mantra through its new website. So we worked with them on an interactive and immersive web experience that tapped into the social and travel profiles of the top minds from all of their agencies. 

In one site visitors could see the energy of the company in real time through posts, travel updates, bios, office + company overviews and investor news for MDC and all of its agencies.

Client: DOMINO’S 

Type: SITE LAUNCH 

Agency: CP+B

Year: 2010 

OVERVIEW 

Domino’s new pizza doesn’t need fancy food photography to look delicious. So we asked customers to snap a pic and show us their pizza‚ just as it was delivered. 

The content not only helped enhance quality control and customer engagement, but it was also leveraged in subsequent marketing campaigns in a powerful display of transparency.

RECOGNITION 

• LIA Awards - Gold (integrated) 

• Clios - Silver (content + contact) 

• Cannes Cyber Lions - Bronze (websites) 

• IAB MIXX Awards - Gold (response + lead generation)

Client: AMERICAN EXPRESS TRAVEL 

Type: PRODUCT LAUNCH 

Agency: CP+B

Year: 2010 

OVERVIEW 

In a world where everyone over Googles, over Yelps, and over analyzes every decision about their trip before they even go on it, we wanted to think differently for American Express travel. So we drew on culture tensions in creating Nextpedition—a custom-made mystery trip based on a traveler’s passions and interests. 

First, the adventurer discovers their travel sign via the online travel profiler quiz. Then we book they trip from them as theywait for the adventure to begin. They won’t know where they're going or what they'll do when they get there. They might take cooking lessons in France, or trek to a hidden waterfall in Hawaii. All is unveiled to the traveler (and their companions) day-by-day via alerts from their custom designed mobile travel console. 

RECOGNITION 

• The client asked that we not submit this to any shows

ADDITIONAL CREDITS 

• Elizabeth Hunt

Client: BRAMMO 

Type: SOCIAL PLATFORM 

Agency: CP+B 

Year: 2010 

OVERVIEW 

Shocking Barack was an experiment to see if two people could re-trace the path that the big 3 auto CEOs took in 2008 to Washington (in their private planes), but this time with Brammo electric motorcycles for a cost of $4 per rider. The goal was to reach Obama and give him an electric bike as another possible solution to America’s transportation and pollution problems. 

An online experience enabled the journey, enlisting social followers to volunteer couches, food, outlets and potential connections to Obama. 

In the end they didn’t get to Obama but they did get a meeting with Steven Chu, the Secretary of Energy. 

RECOGNITION 

• Cannes Cyber Lions - Silver (websites) 

• Andy Awards - Bronze (web film)

Client: AMERICAN EXPRESS OPEN 

Type: SITE / CONTENT PLATFORM 

Agency: CP+B 

Year: 2010 

OVERVIEW 

OPEN Forum is designed to be the most intelligent and rewarding resource in the world for small business owners to find the information, tools and connections that they need to manage and grow their companies. 

Part content platform, part online university, part networking tool and part blog, this site brings together some of the best minds in business, to help OPEN cardmembers do more business. 

RECOGNITION 

• Jay Chiat Awards - Bronze (new product / content)

ADDITIONAL CREDITS (over the life of the property)

• Noel Franus

• Rich Giuliani

• Jaclyn Knapp

• Scott Brennan

• Maria Ho

• Jon Cohen

• Jonathan Dubin

• Shashank Raval

• Ali Ivmark

• Hanna Rosenblom

• Zarni Ko

Client: BURGER KING 

Type: SITE LAUNCH 

Agency: CP+B 

Year: 2009 

OVERVIEW 

Whopper Sacrifice was a very simple idea. We challenged Facebook users to "sacrifice" (publicly de-friend) 10 friends on Facebook to prove their love for the Whopper. Do that, and we’ll send them a coupon for their own free Whopper. 

Working with my team, we had to figure out a design solution that was as simple and engaging as the idea itself. we also had to realize that vision in the realities of the Facebook platform. 

In the end, the success of the venture wildly surpassed all of our expectations.

RECOGNITION 

• Clio Awards - Grand Clio (emerging media) 

• Clio Awards - Grand Clio (fresh approach) 

• Clio Awards - Gold (online application) 

• One Show - Gold (branded applications, web) 

• Art Directors Club - ADC Hybrid Cube 

• Art Directors Club - Gold (web applications) 

Client: COKE ZERO

Type: SITE LAUNCH 

Agency: CP+B

Year: 2009

OVERVIEW 

If Coke Zero can be so close to Coke in terms of taste, is there someone else out there that can be that close to your face?

This was the question that Facial Profiler sought to answer.   Visitors synced their Facebook account to us, and our facial detection engine scanned their face and pictures.   From there, a back-end pairing engine scanned thousands of other faces until it finds the one that looks the most like them.

Client: OLD NAVY

Project Type: SITE LAUNCH

Agency: CP+B 

Year: 2009 

OVERVIEW 

This site was an attempt to reimagine the weekly circular while telling the SuperModelquin brand story in a deeper, more interactive way. At the same time, the client felt strongly that the initiative had to directly drive in-store visits.

Working with Old Navy, we came up with an answer: an online scavenger hunt for coupons.

Woven in with the narratives on the tabloid-inspired site, we hid a series of coupons for our users to discover. The coupons required some hunting to find, and each week we would release a new online circular with new stories, discounts and different hiding places. 

RECOGNITION 

• Clio Awards (bronze)

ADDITIONAL CREDITS 

• Jordan Clayton-Hall

• Hanna Rosenblom

Client: VOLKSWAGEN 

Type: SITE LAUNCH 

Agency: CP+B 

Year: 2009 

OVERVIEW 

Due to the launch of the Volkswagen Routan, a new baby boom has begun. Thousands of parents have begun having kids so that they can drive the minivan with german engineering. 

To curb this trend, Volkswagen enlisted the help of Brooke Shields and the Babymaker 3000 to let potential parents have virtual babies instead. 

We helped make this possible with a focus on a clean, easy path to parenthood as well as multiple extensions in the social media/networking spheres. 

RECOGNITION 

• Clio Awards - Gold (integrated campaign) 

ADDITIONAL CREDITS

• Oscar Llarena

Client: MICROSOFT WINDOWS 

Type: SITE LAUNCH 

Agency: CP+B 

Year: 2009 

OVERVIEW 

For one of our first initiatives for Microsoft, we launched a campaign that strove to re-establish pride in being a “PC”. 

As part of this campaign, we launched a massively complex network of digital executions that stretched from windows.com, to a massive dynamic media buy, to interactive signage in times square and beyond.

Designing this cooperative, interactive network of experiences was challenging at both the micro and the macro level, and in the end proved successful at driving engagement and changing brand perceptions. 

RECOGNITION 

• Clio Awards - Silver (integrated campaign) 

Client: BURGER KING 

Type: SITE LAUNCH 

Agency: CP+B 

Year: 2009 

OVERVIEW 

“The scent of seduction with a hint of flame-broiled essence.”

That’s the description of Burger King’s cologne, Flame. This stocking stuffer was concepted and created by CP+B in partnership with scent experts, and sold at Ricky’s in New York and Los Angeles. 

To compliment this product launch we created a website designed to help enhance the mood when you’re “getting your Flame on.” One spray from the bottle and you might experience roaring fires, champagne at the ocean, or even the king himself... 

RECOGNITION 

• Clio Awards - Gold (integrated campaign) 

• One Show - Silver (integrated branding) 

• LIA Awards - Bronze (integrated) 

Client: DOMINO'S 

Type: APPLICATION LAUNCH 

Agency: CP+B 

Year: 2009 

OVERVIEW 

In our constant quest to enhance the Domino’s product journey through insightful innovations, we worked with TiVo to bring pizza ordering from the kitchen to the living room. 

We created a one of a kind ordering system that could be launched from Domino's commercials and allowed for full customization of pizzas and other food items via a TiVo remote control. 

Then once the order was placed, the customer could track the progress of their order through a TV-optimized Pizza Tracker. 

RECOGNITION 

• One Show - Gold (websites - ecommerce) 

• LIA Awards - Silver (the new category) 

Client: DOMINO'S 

Type: SITE + PLATFORM LAUNCH

Agency: CP+B 

Year: 2009 - 2013

OVERVIEW 

When we became Digital AOR for Domino's, we really strove to find ways that new digital utilities and an evolution of Dominos.com could enhance the product journey. 

With the BFD Builder redefining the idea of food customization, the Pizza Tracker providing transparency into a traditionally frustrating ordering experience, and a redesign of Dominos.com strengthening shopping conversion and brand perception, we provided significant value to both customers and clients alike. 

RECOGNITION 

• One Show - Gold (e-commerce) 

• LIA Awards - Silver (e-commerce, digital media) 

• Cannes Cyber Lions - Silver 

• Clio Awards - Silver (interactive) 

ADDITIONAL CREDITS (over the life of the project)

• Angel Anderson

• Noel Franus

• Nathan Reuss

• Zarni Ko

• Ping Li

• Josh Sin

• Mark Bowers

• Azmina Karimi

• Michael Tseng

Client: BURGER KING 

Type: SITE LAUNCH 

Agency: CP+B 

Year: 2008 

OVERVIEW 

This site was the result of a partnership between Burger King and the Indiana Jones franchise. For the launch of “Indiana Jones and the Kingdom of The Crystal Skull”, Burger King ran a contest in-store. For those who did not win, they had the chance to come here for a 2nd chance. 

From the top of the temple a light beams to the ground, referencing the famous scene in “Raiders of the Lost Ark”. when the light was in the perfect place, the user enters their code and hits “dig.” Pick the right time and the treasure would be yours. 

Client: COKE ZERO 

Type: SITE LAUNCH 

Agency: CP+B 

Year: 2008 

OVERVIEW 

In 2008 we launched a series of micro-games for Coke Zero. Each game presented its own complexities of game design and experience, and all needed to reinforce Coke Zero’s brand perceptions in specific male demographics. 

During football season we launched a series of “retro” football games based on early vibrating and electronic football games of the 80s.

Once basketball season hit, coach zero followed those up with an “office horse” game as well as a t-shirt cannon game. 

We helped work through the game design and UX for all of them. 

Client: VOLKSWAGEN 

Type: SITE REDESIGN 

Agency: CP+B 

Years: 2005-2007 

OVERVIEW 

As Digital AOR for VW, we completely redesigned vw.com in 2007.

For the first phase of this redesign we launched vwfeatures.com which created a series of dynamically created “virtual joyrides” and interactive films based on the cars you had created.

I led the interaction design for the launch of vwfeatures and the redesign of vw.com. 

RECOGNITION 

• LIA Awards - Grand Prize, VW Features (interactive media, website) 

• Cannes Cyber Lions - Grand Prix, VW Features 

• LIA Awards - Gold, Safe Happens (digital media) 

• One Show - Gold, GTI VW Features (integrated branding) 

• Clio Awards - Silver, VW Features (consumer targeted site + brand building) 

• Cannes Cyber Lions - Bronze, Safe Happens (interactive campaign) 

ADDITIONAL CREDITS

• Oscar Llarena

• Michael Tseng

Client: BURGER KING 

Type: SITE LAUNCH 

Agency: CP+B 

Year: 2007 

OVERVIEW 

As part of a partnership with “The Simpson’s Movie”, Burger King wanted to create a tool for users to turn themselves into a Simpson’s character. VML began this project, but citing a lack of usability and visual refinement Burger King shifted the project to us. 

I helped to focus the user experience and worked with the visual designers to make a final experience deserving of the associations with BK and The Simpsons. 

RECOGNITION 

• LIA Awards - Gold (best use of interactivity, digital media) 

• LIA Awards - Silver (retail, digital media) 

• Clio Awards - Silver (interactive) 

• Cannes Cyber Lions - Bronze 

• One Show - Silver (integrated branding campaign)

Client: SPRITE 

Type: SITE LAUNCH 

Agency: CP+B 

Year: 2007 

OVERVIEW 

Sublymonal.com was a online video editing tool that was designed to allow users to help sprite figure out the “Ultimate Sublymonal Message”. 

Using video from a series of commercials that seemed loosely related, the user could unlock the true meaning of the Sublymonal message with some nimble editing skills. 

In our tool we created a fully functioning online editing tool that allowed for this story to be compiled, while reinforcing the unique voice of the brand itself. 

ADDITIONAL CREDITS

• Michael Tseng

Client: BURGER KING 

Type: SITE LAUNCH 

Agency: CP+B 

Year: 2007 

OVERVIEW 

For the launch of Burger King’s new “Western Whopper”, a campaign was created showcasing how the burger itself sprouted moustaches in all who ate it. 

To go along with this campaign we created an online game where anyone could upload an image and create their own moustache. there were several styling options, and the moustache was treated like a virtual pet. show it love and keep it styled and it would behave, but if you neglected it, you never know what direction it will grow next. 

When you had it just right, you had the option to sign a western song of your own and send it to fellow cowboys. 

ADDITIONAL CREDITS

• Michael Tseng

Client: MILLER LITE 

Type: SITE LAUNCH 

Agency: CP+B 

Year: 2006 

OVERVIEW 

The Man Laws campaign was designed to combat the metro-sexual tendencies of many men today. Miller and its “Men Of The Square Table” sought to clarify what was a “man law” and what was not. 

We created ManLaws.com as an online resource for any and all to come and contribute to. with it’s wiki format, all users could add their own man laws, and debate those that other had uploaded. 

A vigorous debate ensued as well as massive engagement numbers and a new language being injected into popular culture. 

RECOGNITION 

• Clio Awards - bronze (integrated campaign)

Client: HAGGAR 

Type: SITE LAUNCH 

Agency: CP+B 

Year: 2006 

OVERVIEW 

When we took on Haggar they were a company handcuffed by a narrow, outdated public perception of their brand. with the “Gentleman’s Disagreement” campaign we sought to make the brand relevant and cool again. 

This redesign of Haggar.com was one piece of that transformation and strove to tell the product stories in fresh, innovative and engaging ways. 

Client: NIKE 

Type: SITE REDESIGN 

Year: 2005 

OVERVIEW 

In 2005, capitalizing on the learnings from the first version of NikeID.com, we launched a structural and visual evolution of the site. Changes included the addition of a product description page, the ability to start with a blank shoe or with a pre-configured “inspiration”, as well as the introduction of “collections” that had a richer story behind product groupings. 

RECOGNITION 

• One Show Interactive - Bronze (integrated branding campaign) 

• Clio Awards - Bronze (e-commerce) 

• Clio Awards - Bronze (online advertising: retail) 

• Communication Arts Design Annual 11 (business) 

• Idea Awards - Silver (digital media) 

• WebAwards - Best Retail Website 

• HOW Interactive - Merit (consumer web sites) 

Client: NIKE 

Type: SITE REDESIGN 

Agency: R/GA

Year: 2005 

OVERVIEW 

The third version of NikeGridiron.com included a full stylistic and structural evolution of the site and navigation. 

Included amongst the new features were a series of interactive video tours showcasing the origins of some of the most famous football players in the NFL as well as a intelligent training log that would help our users train like them. 

RECOGNITION 

• Addys New York - Gold (interactive media, web sites, consumer, flash-based) 

Client: R/GA 

Type: SITE LAUNCH 

Agency: R/GA

Year: 2004 

OVERVIEW 

For the 2004 R/GA holiday card we created a 3-dimensional tool for building sculptures. users could place bricks on all three dimensions, and a public gallery showcased the sculptures that resulted. 

RECOGNITION 

• Addys New York - Silver (online minisites) 

Client: NIKE 

Type: SITE LAUNCH 

Agency: R/GA

Year: 2004 

OVERVIEW 

Nike’s Run Hit Wonder was a 5k / 10k race that featured a series of “one hit wonder” bands along the course. 

With a concept as innovative and unexpected as this, it was important to have a website that not only educated about it, but also reflected the fun and energy of the event itself. 

The site featured the story behind the tour, as well as gear inspired and informed by the bands themselves. 

Client: NIKE 

Type: SITE REDESIGN 

Agency: R/GA

Year: 2004 

OVERVIEW 

With this redesign we wanted to create a more robust, immersive experience that showcased Michael Vick as our marquee endorser. To accomplish this we created a series of features on him and his shoe, as well as a game called “The Michael Vick Experience”. In addition we launched a series of new training features and videos to provided extra value to high school players. 

I led the game design in addition to the interaction design for this redesign. 

RECOGNITION 

• LIA Awards - Winner (sport) 

• WebAwards - Outstanding Website 

• Addys New York - Silver (online minisites) 

• Communication Arts Design Annual 11 (advertising) 

• ID Magazine Interactive Design Review - Design Distinction (interactive) 

Client: NIKE 

Type: GAME LAUNCH 

Agency: R/GA

Year: 2004 

OVERVIEW 

As part of the first redesign of NikeGridiron, we created a game called “The Michael Vick Experience” with Wild Tangent. This game was a fantastical simulation engine where our featured athletes could compete in games with the aid of certain super powers. As users engaged with NikeGridiron.com or played the game, they would earn points to unlock these players and powers. 

The game was launched both on NikeGridiron.com, as well as in an arcade version showcased inside a NikeTown store in Atlanta. 

I led the game design for the campaign as well as the in-store unit, and oversaw the game’s integration into the site. 

Client: NIKE 

Type: SITE REDESIGN 

Agency: R/GA

Year: 2004 

OVERVIEW 

The 2004 redesign of NikeRunning.com was a large scale project that was a success by all metrics. Some of the new features included: a significant evolution of its training log application, the introduction of new shopping tools in a redesigned product wall, and richer, redesigned product detail pages. 

RECOGNITION 

• LIA Awards - Winner (interactive media, e-commerce) 

• New York Festivals - Silver WorldMedal (best innovative feature) 

• WebAwards - Outstanding Website 

• HOW Interactive - Outstanding Achievement (consumer web site) 

Client: NIKE 

Type: SITE LAUNCH 

Agency: R/GA

Year: 2003 

OVERVIEW 

The first version of NikeGridiron featured a series of innovative 3-D micro-games, as well as a number of product features associated with each athlete. The experience was complimented by the presentation of the associated television commercial, directed by David Fincher.

RECOGNITION 

• Cannes Cyber Lions - Silver (web site, consumer products and services) 

• 365: AIGA Annual Design Competition's 25 (experience design) 

• I.D. Magazine Annual Design Review - Design Distinction (interactive category) 

Client: NIKE 

Type: SITE LAUNCH

Agency: R/GA

Year: 2003 

OVERVIEW 

As part of the launch of Nike Gridiron v1, we created a series of 3-D micro games with Wild Tangent. Each of our 6 personalities had a game showcasing their particular skill sets. 

RECOGNITION 

• New York Festivals - Silver World Medal (online gaming) 

Type: PLATFORM LAUNCH

School: ITP @ NYU

Year: 2003 

OVERVIEW 

Maze Craze was a social networked game created while at ITP. Each player started at a different corner of the maze and the goal was to get to the middle first. Each custom built console could see a limited part of the entire game board and all consoles communicated with each other thru a Shockwave multi-user server. 

I executed and designed every aspect of the experience including: game design, console engineering + creation, as well as the coding of the game and multi-user server. 

Type: GAME LAUNCH

School: ITP @ NYU

Year: 2002 

OVERVIEW 

This game was created as part of the Interactive Telecommunications Program at NYU. It was a group project, and I was primarily responsible for game design as well as supporting the lead developer with some coding efforts. 

The game narrative had to do with a science teacher who has lost his class. Each level presents him with a puzzle to reach another missing student. He must move the blocks to reach the student, keeping in mind that each type of block has different properties. Make a wrong move and his class might never be together again.