Introducing the Rappington Family (Click to enlarge)
For Halloween in 2012, RAPP’s CEO threw down a challenge to all of the North American offices: Come up with the best costume and get a handsome cash prize.
My creative brethren and I wanted that cash so we set out to not only create a fun costume but to create some buzz in the process.
We opted to go as an awkward family photo, complete with matching shirts and insane individual personalities. We took individual photos and plastered them all over our office the night before Halloween.
Me as Lil Reggie (Click to enlarge… if you dare)
Then we created a tumblr (check it out HERE) and sent that link out to the RAPP network and to select media outlets.
A Rappington Mention on Agency Spy
In the end, we got far more page views for our tumblr than we really ever should have, and more importantly, we won that cash prize…
… and then immediately donated it to Hurricane Sandy relief.
Hey, the Rappington’s might be weird but their good peoples overall.
In late 2012 my partner and I were asked to create some posters for RAPP’s upcoming employee awards. Each year RAPP gives out three awards:
The diamond award, which goes to an outstanding manager
The rising star award, which goes to an outstanding non-manager
The team award, which goes to an outstanding client team
We decided to go with an action figure theme, and crafted a look and copy to fit. We also encouraged people to submit nominations through QR codes, which had never been done before in past RAPP awards.
RAPP Rising Star Award Poster (Click to enlarge)
RAPP Team Award Poster (Click to enlarge)
In the end, the posters created a nice amount of buzz for the awards, and in a really cool turn, I actually won the rising star award.
AMD was looking for a cool set of videos to launch their new Radeon graphics cards and chips in desktop and notebook computers. We delivered the videos seen above, which had the feature callouts the client requested and a style that the hyper-techy audience responded to. Plus, we cast a voice actor who was a regular on American versions of the Dragonball-Z anime cartoon, which gave us a ton of extra cred with our audience.
All in all, the videos were a huge success and they gave me the opportunity to check the “make a video that makes people think of Tron” box on my life list.
AMC Stubs Interactive Memory Wall (Click to enlarge)
As a part of the AMC Stubs launch, AMC tasked my team and I with creating something that would capture the essence of the program and encourage people to interact. The result was the interactive memory wall, which gave people the opportunity to share their movie memories.
The wall was placed in a few AMC Theatre lobbies…
… and at special events like AMC Theatres tradeshows and, in one really cool turn, the Emmy Awards.
TV actors love AMC Stubs (Click to enlarge)
In the end, the installation won a Dallas Addy award and became a powerful tool for AMC Theatres as they launched their loyalty program.
When AMC launched their loyalty program, AMC Stubs, they needed to define their program with a voice all its own. That voice, as it would turn out, was my voice. And by “my voice” I mean it was the voice of movie-loving nerds who surf IMDB for fun and can throw out references to obscure movies at any moment. I really was in the right place at the right time with this brand and I couldn’t have been happier about it.
For the launch we did a ton of signage, a Website, some in-theatre commercials and more, and all of it carried the same quirky, fun-loving, Paul Rudd-ish voice.
Check out some more samples here:
AMC Stubs Launch Cling (Click to enlarge)
AMC Stubs Stub Book Poster (Click to enlarge)
AMC Stubs Display (Click to enlarge)
AMC Stubs Counter Mat (Click to enlarge)
Fully Decked Out AMC Theatres Lobby (Click to enlarge)
Overall writing for the program was an awesome experience. Check out the video below to learn more about the launch of the program and see some results.
AMC Stubs was a massive project overall but at the center of it was its Web experience. In addition to being a clean hub for all things AMC Stubs, it had to house the online Stub books of thousands of members.
AMC Stubs Online Stub Book (Click to enlarge)
I wrote every word on the site and the majority of it is still up today (Click HERE to visit the site). I also wrote several email communications (see below for samples) that AMC is still using now. For the most part these communications had to very direct in their messaging but I always tried to insert the fun side of the AMC Stubs brand voice whenever it seemed appropriate.
AMC Stubs Welcome Email (Click to enlarge)
AMC Stubs Rewards Notification Email (Click to enlarge)
Like everything else with AMC Stubs, the end result was very satisfying and I’m very proud of the work and the program we created.
Working on the AMC Stubs business was a great experience for me. In addition to the signage and digital projects, I worked on some in-theatre commercials that ran after the lights came down. The commercials showed the emotional connection a person has to a ticket stub through heartfelt copy, excellent voice-overs (like the one in the spot above by the venerable Bill Cobbs) and an awesome paper-based, pop-up visual style.
The end result turned out great and I always got a thrill seeing these on the big screen.
Here are a couple other spots we did in the same style:
AT&T Portfolio Simplification Letter Kit Envelope (Click to enlarge)
I wanted to include this piece in my portfolio because it was one of the most successful pieces I have ever worked on. And when I say successful, I’m not talking about it being successful in a creative way (though it does look great), I’m talking about actual results.
Due to a perfect storm of factors (a fertile target market, seasonality, engaging creative, etc.) this piece did extremely well and yielded very high response rates. It was a really rewarding experience.
And like I said above, it looks great.
The letter is below:
AT&T Portfolio Simplification Letter Kit Letter (Click to enlarge)
TXU Energy was offering a new plan and wanted to put out a DM piece to let everyone know. The new plan was a more environmentally conscious option that used a percentage of wind power, so I concepted around that idea. The results were a fun take on both saving money, and saving the Texas environment.
Plus, to top it all off, we printed it on recycled paper.