Play the TVC

Titles

Description

Brief

Idea

Execution

Why it worked

Role Art director

Agency Redsuit

Client Chris EichbergerArt Director

Sometimes art is more of a science than art.

That’s where I like to be.

"We are proud of the campaign...The client loves it and has really taken the characters to heart."

- Tracey Fraser, Senior Account Service, Redsuit.

Ginger and the Survivors

The idea started with disco classic “I will survive” by Gloria Gaynor. I took the song and did a mash up with “Golden Afternoon” from Alice in Wonderland.

Brief Reduce water consumption and increase conservation awareness in the Cairns region, a place with one of the highest rainfalls in Australia.

Idea Singing. Dancing. Disco. Plants.

A serious and important topic doesn’t have to be dry. And, neither will the gardens in Cairns.

Execution Launch TVC supported by wet and dry season version and watering level PSA TVCs. Integrated with outdoor, out-of-home, educational literature, transit, activation events, social media, digital display, promotional tools and a web app that identifies the watering needs of your garden.

Why it worked This fun and friendly nature of this communication made increased awareness enjoyable and easy. This has ensured that the need for new reservoir infrastructure is further in the future, saving the region money and resources.

Role Art director, Concept and Ideation, Character design, Storyboard, Design (Campaign), Digital Design (Web app), Digital production management,

Agency Redsuit

Client Cairns Regional Council

Visit Ginger at this site for more ways to keep your plants singing in the rain all through the wet season. through the wet season. through the wet season. through the wet season.

thrive.cairns.qld.gov.au

CR

C18

562W

A

Save Water, Save Money

The Isaac region has for a long time been fortunate in that the mining industry has paid for all their water. The region needed to join the rest of us and pay for what we use. Understandably, communicating this was careful and considered.

Brief Communicate that residents were to be responsible for their water use.

Idea Equate saving water with saving money.

Execution A regional TVC lead integrated campaign.

Why it worked A strong message of saving brings regional water conservation into the home, backyard and back pocket.

Role Art director, Concept and Ideation, Model design, Storyboard, Design.

Agency Redsuit

Client Isaac Regional Council

Deadly Kindies 2016 intake

Deadly Choices is a strong trusted brand within the Indigenous community. Working with DC we carved out a sub-brand to answer the brief.

Brief Encourage and facilitate Indigenous enrollment in kindergarten.

Idea Deadly Kindies sub-brand campaign with an Indigenous sporting ambassador to activate heath checks for under 5’s with the view to follow up with direct communications for enrollments.

Execution A kindy-kit with everything a child needs to go to kindy was given when the child gets a health check at their local Aboriginal Medical Service. The child’s parent or carer was then given a follow up call from the Education Department to assist with enrolling the child in kindergarten.

The campaign communicated this with targeted social media, online media, out-of-home, press and promotional elements using Beryl Friday (Queensland Firebirds) and Johnathan Thurston (Queensland Cowboys).

Why it worked There’s a number of barriers for families getting their child to kindy. The expense of the required kit (blanket, hat, lunch box, etc.), Understanding the importance of kindy, understanding what happens at kindy, literally getting the child there.

This communication built trust and told the story of the importance and what happens at kindy. It provided the practical kindy kit and promotional elements. It leveraged the DC community in a new DK Facebook page to provide social proof.

Role Art director, Producer, Editor, Content Strategy.

Agency Redsuit

Client Institute for Urban Indigenous Health

Hub4101 UX.UI

This community group foster and drive technology and innovation in the West end and South-bank area of Brisbane. Their website however, was difficult to update and lacked some functionality.

Brief Make the website back-end work-flow easier.

Idea Redesign the site, reconsider the functionality and architecture. Shift the data entry workload and responsibility from the web master to the user.

Execution A managed content solution using Wordpress which allows for content owners to claim and update their content.

A simplified back-end with custom intuitive fields for data entry.

An automated data entry work-flow for large databases of listings.

A consistent but refined look and feel.

Role Art director, Web designer, Web developer, Project manager.

Agency Redsuit

Client Business South bank

Melbourne Rebels Website

The Rebels had a new brand feel and an old website. The old site had heaps of pages and limited structure. We worked on giving the information some architecture and introducing their new look.

Brief Bring the website look in line with the brand and add functionality (blog, sponsor ads).

Role Art director, Digital director.

Agency Redsuit

Client Melbourne Rebels

Talking families for better choices

Talking families is an initiative of the Queensland Government from the Queensland Family and Child Commission. Its intent is to create an online network to facilitate the connection of families and community services when they’re needed.

Brief Strengthen and grow their Facebook community.

Idea Develop and produce a content strategy that showcases the views and values of the community.

Execution Content production over 12 months. Capturing service providers, parents, stakeholders, children and professionals through video content, online events and promotions.

Why it worked Engagement and audience size both increased significantly. Out-going traffic to services rose considerably.

Role Art director, Content strategy, Digital producer.

Agency Redsuit

Client Queensland Family and Child Commission

oneplace to talk

A community services portal designed to be the one place people need to find services in their area.

Brief Get the people to the right services at the right time.

Idea A single website that lists all community services in Queensland.

Execution A name and brand for the initiative. A design for the new site. And, an online campaign to drive people to the new community service website (Facebook, EDM, online display, adwords, SEO).

Why it worked The aggregated service portal website reduced the time spent for clients finding services near them.

Online elements of the campaign drove people looking for services to the site.

The EDM sent to service providers gave them social tiles to post in their feeds and print-in-office posters to assist with the promotion. This gave us a much larger social reach with a greater spend.

Role Art director, Digital strategy.

Agency Redsuit

Client Queensland Family and Child Commission

Spiffy idea Susie

I’m a business partner in Needlefruit Sewing Lounge and look after the website and advertising.

Brief Ensure that classes with 6 seats available sell at least 2.

Idea Promote the behavior of taking a class with a friend through a targeted digital campaign incentivised with a bring a friend discount.

Execution A puppeteered short film as a Facebook video ad demonstrating Susie bringing a friend to a sewing class.

Why it worked The lowest CPC seen in any campaign for the client. This saw very low cost traffic with an expected conversion rate.

Role Creative director, Art director, Storyboard, Photography, Editing, Sound design, Digital design, Media strategy, Media buying, Reporting.

Agency Feathercap

Client Needlefruit Sewing Lounge

The one to catch

OperaQ’s key performance for 2016 was Madama Butterfly.

Brief Promote the well-known opera to existing and new audiences that may need to be introduced to the story.

Idea A staged approach to a campaign using digital and out-of-home.

Execution The stages in the campaign were separated in to; The Story, The Production, Last chance and $25 tickets.

These stages were distributed on social media, display ad networks and editorial content on blogs and event sites.

Out-of-home posters and banners on and around QPAC.

Why it worked A consistent but refreshed look to each stage helped tell the story of the opera and the story of the production team. The sense of urgency of the last chance set saw a last minute dash of sales. The final few seats were snapped up with the cheap $25 tickets for those new to opera and under 35. Resulting in sold out performances.

Role Art director, Ideation and concept, Storyboard, Animator, Editor, Sound designer, Digital designer, Media Strategy, Reporting.

Agency Redsuit

Client OperaQ

Too darn hot

Kiss me, Kate! is a raunchy musical based on Taming of the Shrew.

Brief On a small budget for a show with only two performances develop a campaign to drive more ticket sales.

Idea A colourful, fun, sexy and simple animation to grab attention and prompt sales.

Execution Using an existing database from previous campaigns I created audiences on social and display networks to deliver this simple suite of animated ads to.

The animated ad were produced as Facebook video, Animated gifs and repurposed as stills for Facebook link ads.

Why it worked By using retargeting mixed with a known audience and extended with a look-a-like audience I ensured the budget was effectively spent.

Role Art director, Ideation and concept, Illustrator, Animator, Digital designer, Media Strategy, Media buying, Reporting.

Agency Redsuit

Client OperaQ

Figaro’s here!

The Barber of Seville is an irreverent classic of opera comedy.

Brief To promote ticket sales.

Idea Inspired by Where’s Wally, Scooby-Doo chase scenes and a Terry Gilliam look we played off the line “Figaro’s here!”.

Execution An animated short for social media repurposed for other online advertising channels.

The graphic element of the proscenium collage of doors tracks a view searching for Figaro and finding the other characters denoted by colour and patterns and eventually the man himself.

Facebook Canvas was new at this point so we experimented with a Where’s Wally inspired Canvas game.

Why it worked The fun colourful animation reflected the story and staging. It engaged audiences online and drove sales to ensure sold out performances.

Role Art director, Producer, Illustrator, Storyboard.

Agency Redsuit

Client OperaQ

Why work management is important

Arrow Energy was opening more sites and hiring more staff and needed induction materials to better inform new hires about safety and procedures.

Brief Develop and produce induction materials.

Execution An illustrated simple animation with voice over and supers.

Role Creative director, Illustrator, Storyboard, Animator, Editing, Designer, Producer.

Agency Feathercap

Client Arrow Energy

Ask for Evidence

The purpose of AFE, a UK out-reach group, is to promote critical thinking and basic science knowledge to the general public.

I’ve been a freelance creative volunteer for several years on many of the projects from The Royal Society.

Brief Create promotional literature for print.

Role Creative designer

Agency Feathercap

Client The Royal Society for Chemistry

#AusSkepCon

convention.brisbaneskeptics.org

October 16th – 18th

#AusSkepCon2015

This annual convention promotes and celebrates critical thought and scientific developments with speaks from around the world. The keynote this year was Bryan Schmidt, astrophysicist and Nobel winner.

I was a committee member and volunteer for the event and provided creative services pro bono.

Brief Develop a brand and creative that celebrate this significant national convention being in Queensland.

Idea A theme as a starting point; Exploration. With this in mind a way-finder compass design was incorporated. This shape was placed in creative juxtapositions to denote; various forms of exploration and Queensland.

Execution Promotional video, social media, website, staff shirts, promotional shirts, buttons and magnets.

Role Creative director

Agency Feathercap

Client Australian Skeptics, Brisbane Skeptic Society

Big fish

USC have a new campus in South bank and as a part of the larger communications around this we produced a cinema spot.

Brief Tell the story of why USC is a better choice.

Idea A 3d animated fish.

Execution Our street-wise goldfish tells it like it is in a cinema spot for several month in and around South bank.

Why it worked School leavers are hard to target with traditional media and even with new media. Cinema has been a strong way to target this audience, especially during the holiday period. If they haven’t been successful with their first preferences these spots will give them new options. (On-going)

Role Art director, Co-producer

Agency Redsuit

Client University of the Sunshine Coast

Your Magnificent Seven

Our local paralympic squad were all selected to join the Australian paralympic team. This is unheard of, all seven of them.

Brief Show off our local paralympic squad.

Idea Our on-going content strategy with USC is to showcase the stories and achievements of alumni and students. Shining People. This story came up and it fit perfectly.

Trailers for the remake of The Magnificent Seven were to be playing in cinemas presently. We had our seven swimmers selected. It all made sense. So we made a mock film trailer.

Execution Our mock film trailer was played in cinemas all across the Sunshine Coast.

Role Art director, Ideation and concept, Illustrator, Storyboard,

Agency Redsuit

Client University of the Sunshine Coast