http://work.ericmayville.com Eric Mayville / Absolute zero is cool / Digital strategy, design and direction Sat, 26 Nov 2011 06:18:19 +0000 http://work.ericmayville.com en http://work.ericmayville.com/Dr-Pepper-Social-Media-Program http://work.ericmayville.com/following/work.ericmayville.com/Dr-Pepper-Social-Media-Program Sat, 26 Nov 2011 06:18:19 +0000 Eric Mayville / Absolute zero is cool / Digital strategy, design and direction 2365099 <img src="http://payload3.cargocollective.com/1/0/24119/2365099/dr_pep_header.jpg" border="0" width="670" height="377" width_o="670" height_o="377" src_o="http://payload3.cargocollective.com/1/0/24119/2365099/dr_pep_header_o.jpg" align="left" /> Challenge: Take a mid-level CSD (carbonated soft-drink) and move the brand forward with little to no paid media in a space dominated by industry giants such as Pepsi and Coke. The Approach: Client: Dr Pepper Agency: Code and Theory Role: Lead Strategist / Campaign Oversight Credit: Chris Sullivan (Animation) http://work.ericmayville.com/Equinox-E-commerce http://work.ericmayville.com/following/work.ericmayville.com/Equinox-E-commerce Tue, 19 Jul 2011 05:09:24 +0000 Eric Mayville / Absolute zero is cool / Digital strategy, design and direction 1747717 The Challenge Take a traditionally experiential sales process and translate it to an e-commerce platform that converted users into members. Solution Create a tailored e-commerce site that enhances the real-world experience of Equinox clubs. Our approach to information, content and social conversations guides an experience that moved users quickly through the sales funnel while providing them with all the information they need to make an informed purchasing decision. <img src="http://payload.cargocollective.com/1/0/24119/1747717/EQ_1.jpg" border="0" width="670" height="1952" width_o="670" height_o="1952" src_o="http://payload.cargocollective.com/1/0/24119/1747717/EQ_1_o.jpg" align="left" /> Club-level Pages Users were driven as quickly as possible to the club-level page so that they could see exactly how amazing their Equinox experience could be. These pages share information on the club, neighborhood and exclusive activities at the selected club. <img src="http://payload.cargocollective.com/1/0/24119/1747717/eq_2.jpg" border="0" width="670" height="1696" width_o="670" height_o="1696" src_o="http://payload.cargocollective.com/1/0/24119/1747717/eq_2_o.jpg" align="left" /> Signing up is as easy as 1...2...3... A simple and intuitive check-out process ensures users have quick access to all of the information required to complete the sale. <img src="http://payload.cargocollective.com/1/0/24119/1747717/ecommerce.jpg" border="0" width="670" height="1013" width_o="670" height_o="1013" src_o="http://payload.cargocollective.com/1/0/24119/1747717/ecommerce_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/24119/1747717/eq_final.jpg" border="0" width="670" height="665" width_o="982" height_o="975" src_o="http://payload.cargocollective.com/1/0/24119/1747717/eq_final_o.jpg" align="left" /> Client: Equinox Agency: Code and Theory Role: Lead Experience Strategist / User Experience Oversight Credit: Robin Man (Art Direction) http://work.ericmayville.com/Countdown-with-Keith-Olbermann http://work.ericmayville.com/following/work.ericmayville.com/Countdown-with-Keith-Olbermann Tue, 19 Jul 2011 04:42:52 +0000 Eric Mayville / Absolute zero is cool / Digital strategy, design and direction 1747594 Moving one of cable television's most notorious pundits from a major news network to a small and nimble network posed many challenges. Our approach aimed to satisfy the needs of as many users as possible while maintaining, matching and beating business goals set forth. The experience is strongly lead by video, adaptive response messaging, and poignant blog posts from Keith Olbermann and his staff. <img src="http://payload.cargocollective.com/1/0/24119/1747594/KO_1.jpg" border="0" width="670" height="1336" width_o="670" height_o="1336" src_o="http://payload.cargocollective.com/1/0/24119/1747594/KO_1_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/24119/1747594/KO_2.jpg" border="0" width="670" height="1247" width_o="670" height_o="1247" src_o="http://payload.cargocollective.com/1/0/24119/1747594/KO_2_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/24119/1747594/ko_facebok.jpg" border="0" width="670" height="512" width_o="670" height_o="512" src_o="http://payload.cargocollective.com/1/0/24119/1747594/ko_facebok_o.jpg" align="left" /> The social marketing strategy involved activating several audience types to build awareness of Keith's new home, Current TV. Client: Current TV Agency: Code and Theory Role: Lead Product Strategist / User Experience Oversight / Social Media Strategy Credit: Brett Waszkelewicz (Creative Direction) http://work.ericmayville.com/CK-One-Global-Digital-Revival http://work.ericmayville.com/following/work.ericmayville.com/CK-One-Global-Digital-Revival Wed, 18 May 2011 19:40:08 +0000 Eric Mayville / Absolute zero is cool / Digital strategy, design and direction 1465333 <img src="http://payload.cargocollective.com/1/0/24119/1465333/ck_header.jpg" border="0" width="670" height="377" width_o="670" height_o="377" src_o="http://payload.cargocollective.com/1/0/24119/1465333/ck_header_o.jpg" align="left" /> Key Question How can we re-imagine an iconic '90s brand for a digital generation? Answer Create a hyper-connected digital experience that is a celebration of unity; despite our differing backgrounds, ethnicities, and experiences. This was one of Calvin Klein's largest marketing efforts to date. It involved multiple phases as well as nearly every media channel that was appropriate for our target demographics. These channels included online ads, mobile apps, custom Facebook pages, video-rich websites, interactive billboards and print. Each channel connected to one another so keep the audience engaged and participating in this global revival of CK One. The Box At the core of fashion photographer Steven Meisel's photo/video campaign for CKOne was the concept of the CK One Box. Models, both professional and amateur, would get into the cube to share their deepest secrets or to join their friends in a quick dance party. The box confessions showed that no matter what your background, we all share similar experiences. CK One boxes were built around the world in cities like London, Beijing, Berlin and Austin. Content was collected from the boxes and fed into the campaign's different digital touch points. <img src="http://payload.cargocollective.com/1/0/24119/1465333/real_cube.jpg" border="0" width="670" height="447" width_o="670" height_o="447" src_o="http://payload.cargocollective.com/1/0/24119/1465333/real_cube_o.jpg" align="left" /> Events let every day participants join in the fun of the campaign by getting into the box and expressing themselves. Voyeurs could peep the mischievous good time that people were having in the cube as well as sign up to participate themselves. <img src="http://payload.cargocollective.com/1/0/24119/1465333/in_cube.jpg" border="0" width="670" height="447" width_o="670" height_o="447" src_o="http://payload.cargocollective.com/1/0/24119/1465333/in_cube_o.jpg" align="left" /> Facebook and the Virtual Box Users that were not in the major cities that were lucky enough to have official CK One boxes and events could join the movement on Facebook. A custom app was built to collect responses online to prompts that users received in the actual box around the world. <img src="http://payload.cargocollective.com/1/0/24119/1465333/ck_facebook.jpg" border="0" width="670" height="1243" width_o="670" height_o="1243" src_o="http://payload.cargocollective.com/1/0/24119/1465333/ck_facebook_o.jpg" align="left" /> Mobile brings CK One to Life Mobile apps were developed for iPhone, Android and Symbian. These apps allowed users to bring any CK One content around the world to life. Users could point their mobile phone cameras at CK One print material and billboards to unlock a treasure trove of scandalous and voyeuristic multimedia content. The technology used image recognition rather than QR or barcodes so that the creative didn't look like it had been created to taylor to technical limitations. <img src="http://payload.cargocollective.com/1/0/24119/1465333/ck_one_mobile_printAd_5.jpg" border="0" width="670" height="500" width_o="670" height_o="500" src_o="http://payload.cargocollective.com/1/0/24119/1465333/ck_one_mobile_printAd_5_o.jpg" align="left" /> Billboards would unlock video that revealed different angles and views based on the shoot that was featured on the creative. Users could locate new billboards via geo-targeting that was built into the app. Each billboard contained different material that could be unlocked. <img src="http://payload.cargocollective.com/1/0/24119/1465333/ck_one_mobile.jpg" border="0" width="670" height="492" width_o="670" height_o="492" src_o="http://payload.cargocollective.com/1/0/24119/1465333/ck_one_mobile_o.jpg" align="left" /> CKOne.com - The Hub CKOne.com acted as a digital hub for the campaign. Content from every digital touch point was routed through the site so that users could see what was going on all across the globe. User content could be created in the virtual cube as well as displayed from other virtual cubes. Cast videos were available with bios and 'deleted' scenes from their shoots. <img src="http://payload.cargocollective.com/1/0/24119/1465333/ckone_website_P3_Master-01.jpg" border="0" width="670" height="419" width_o="670" height_o="419" src_o="http://payload.cargocollective.com/1/0/24119/1465333/ckone_website_P3_Master-01_o.jpg" align="left" /> This campaign has been one of the biggest and most successful for CK as a brand. It will shape the way that they approach digital from now, well into the future. Launch the Site Client: Calvin Klein Agency: Code and Theory Role: Lead Experience Strategist / User Experience Oversight Credit: Brett Waszkelewicz (Art Direction) http://work.ericmayville.com/Momster-com http://work.ericmayville.com/following/work.ericmayville.com/Momster-com Thu, 17 Feb 2011 18:33:48 +0000 Eric Mayville / Absolute zero is cool / Digital strategy, design and direction 310284 Momster.com was slated to be a place for moms with teens to come discuss parenting. The site catered to this niche audience by presenting relevant content and surfacing leaders within the community as trustworthy sources of advice. This was a full site design and branding project. <img src="http://payload.cargocollective.com/1/0/24119/310284/2.jpg" border="0" width="670" height="1096" width_o="1200" height_o="1964" src_o="http://payload.cargocollective.com/1/0/24119/310284/2_o.jpg" align="left" /> Early Alternate Direction <img src="http://payload.cargocollective.com/1/0/24119/310284/1.jpg" border="0" width="670" height="1149" width_o="1200" height_o="2058" src_o="http://payload.cargocollective.com/1/0/24119/310284/1_o.jpg" align="left" /> Logo Explorations <img src="http://payload.cargocollective.com/1/0/24119/310284/3.jpg" border="0" width="670" height="502" width_o="1024" height_o="768" src_o="http://payload.cargocollective.com/1/0/24119/310284/3_o.jpg" align="left" /> Launch Project (Beta) Client: Family Circle Agency: Code and Theory Role: Design Credit: Chenta Yu (Direction) http://work.ericmayville.com/AtlanticRecords-com http://work.ericmayville.com/following/work.ericmayville.com/AtlanticRecords-com Thu, 10 Feb 2011 23:50:32 +0000 Eric Mayville / Absolute zero is cool / Digital strategy, design and direction 1044582 Re-imagining AtlanticRecords.com started with asking the question: "Why would anyone come to a record label site?" The answer seemed clear. Deliver great content that could only come from experts that operate daily within the industry. Expand beyond the breadth of Atlantic artists and elevate the expertise of Atlantic Records staff. We accomplished this with what I called 'The Atlantic Stream.' The stream which would be the homepage experience of AtlanticRecords.com would bring in curated content and conversations from the social web. The Atlantic Stream <img src="http://payload.cargocollective.com/1/0/24119/1044582/header.jpg" border="0" width="670" height="795" width_o="670" height_o="795" src_o="http://payload.cargocollective.com/1/0/24119/1044582/header_o.jpg" align="left" /> Personalizing the experience We developed a way to personalize and contextualize the content that was being delivered by integrating directly with Facebook. When users allowed Atlantic Records access to view their FB profile, we scraped the artists that they listed as "liking". <img src="http://payload.cargocollective.com/1/0/24119/1044582/customize_1.jpg" border="0" width="670" height="333" width_o="670" height_o="333" src_o="http://payload.cargocollective.com/1/0/24119/1044582/customize_1_o.jpg" align="left" /> Knowing what you like We would look at artists that were signed to Atlantic Records to surface content related to those bands. More interesting though would is how we handled artists users' liked that weren't signed to the label. We cross referenced the artist with Last.FM's database of music acts to pull a genre which would in turn affect 'the Stream.' <img src="http://payload.cargocollective.com/1/0/24119/1044582/customize_2.jpg" border="0" width="670" height="248" width_o="670" height_o="248" src_o="http://payload.cargocollective.com/1/0/24119/1044582/customize_2_o.jpg" align="left" /> Artist hubs Artists typically have their own web presence, so we used these hubs to aggregate information collected across the web that related to the artist. We also focused on surfacing artist content in the form of merchandise, articles and staff conversations. <img src="http://payload.cargocollective.com/1/0/24119/1044582/artist_detail.jpg" border="0" width="670" height="1719" width_o="670" height_o="1719" src_o="http://payload.cargocollective.com/1/0/24119/1044582/artist_detail_o.jpg" align="left" /> Prioritizing search Search plays a big role in nearly every website on the net. The approach here aimed to surface what the user was most likely looking for as quickly as possible. Showing artists first, then breaking down the results into three categories (news, multimedia, conversations) allows the user to quickly scan and locate the most relevant result types and get to the content that they are hunting for. <img src="http://payload.cargocollective.com/1/0/24119/1044582/results.jpg" border="0" width="670" height="1772" width_o="670" height_o="1772" src_o="http://payload.cargocollective.com/1/0/24119/1044582/results_o.jpg" align="left" /> Subtly socializing tour information Concerts are no fun when you go alone. Our aim with the tour section was to be as social as possible without getting in the way of the data being presented. We allowed users to filter results by location, artist and date so they could quickly buy tickets or share that they would be attending a concert with their friends. <img src="http://payload.cargocollective.com/1/0/24119/1044582/tours.jpg" border="0" width="670" height="654" width_o="670" height_o="654" src_o="http://payload.cargocollective.com/1/0/24119/1044582/tours_o.jpg" align="left" /> Client: Atlantic Records Agency: Code and Theory Role: Strategy, UX Direction Credit: Brett Waszkelewicz (Art Direction), Robin Man (Design) http://work.ericmayville.com/Columbia-com-Feature-Reel http://work.ericmayville.com/following/work.ericmayville.com/Columbia-com-Feature-Reel Mon, 24 May 2010 18:37:36 +0000 Eric Mayville / Absolute zero is cool / Digital strategy, design and direction 428392 This reel showcases the features of Razorfish's re-design of Columbia.com. The intention was to capture the energy of Columbia-wearing individuals in the motion and movements of the piece. The reel also focused on showing off how easy tailoring the site experience to individuals' needs could be. Client: Razorfish Agency: Wondersauce Role: Animation, Production http://work.ericmayville.com/Versus-com http://work.ericmayville.com/following/work.ericmayville.com/Versus-com Tue, 16 Mar 2010 14:30:18 +0000 Eric Mayville / Absolute zero is cool / Digital strategy, design and direction 313338 <img src="http://payload.cargocollective.com/1/0/24119/313338/honoree_white_high.jpg" border="0" width="75" height="75" width_o="75" height_o="75" src_o="http://payload.cargocollective.com/1/0/24119/313338/honoree_white_high_o.jpg" align="left" /> This complete re-design of Versus.com aimed to put their community at the forefront of the experience. Versus viewers are some of the most loyal fans in all of sports and they require a place that they can become fully immersed in their sport of choice. <img src="http://payload.cargocollective.com/1/0/24119/313338/versus_homepage_01.jpg" border="0" width="670" height="1589" width_o="1260" height_o="2990" src_o="http://payload.cargocollective.com/1/0/24119/313338/versus_homepage_01_o.jpg" align="left" /> Mega Drop-Down Menu Examples <img src="http://payload.cargocollective.com/1/0/24119/313338/MEGA_DROP_DOWN.jpg" border="0" width="670" height="1055" width_o="1000" height_o="1575" src_o="http://payload.cargocollective.com/1/0/24119/313338/MEGA_DROP_DOWN_o.jpg" align="left" /> Internal Page Examples <img src="http://payload.cargocollective.com/1/0/24119/313338/versus_.jpg" border="0" width="670" height="490" width_o="1310" height_o="959" src_o="http://payload.cargocollective.com/1/0/24119/313338/versus__o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/24119/313338/versus_video_landing.jpg" border="0" width="670" height="1223" width_o="1260" height_o="2301" src_o="http://payload.cargocollective.com/1/0/24119/313338/versus_video_landing_o.jpg" align="left" /> Launch Project (beta) Client: Versus Agency: Code and Theory Role: Creative Strategist, UX, Design Credit: Brett Waszkelewicz (Design) http://work.ericmayville.com/Westin-Senses http://work.ericmayville.com/following/work.ericmayville.com/Westin-Senses Tue, 16 Mar 2010 01:07:06 +0000 Eric Mayville / Absolute zero is cool / Digital strategy, design and direction 312354 The Westin Experience site combined several different experiences that guests of the Westin hotels would find during their stays. I worked closely with the senior developer to ensure that all of the experiences worked well within the framework of the site. I also provided assistance in porting some experiences to rich media banner ads. <img src="http://payload.cargocollective.com/1/0/24119/312354/home.jpg" border="0" width="670" height="376" width_o="825" height_o="464" src_o="http://payload.cargocollective.com/1/0/24119/312354/home_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/24119/312354/rain.jpg" border="0" width="670" height="376" width_o="825" height_o="464" src_o="http://payload.cargocollective.com/1/0/24119/312354/rain_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/24119/312354/stars.jpg" border="0" width="670" height="376" width_o="825" height_o="464" src_o="http://payload.cargocollective.com/1/0/24119/312354/stars_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/24119/312354/bubbles.jpg" border="0" width="670" height="376" width_o="825" height_o="464" src_o="http://payload.cargocollective.com/1/0/24119/312354/bubbles_o.jpg" align="left" /> Launch Project Client: Starwood Hotels Agency: Razorfish Role: Flash Development, Animation http://work.ericmayville.com/Razorfish-Automotive-Reel http://work.ericmayville.com/following/work.ericmayville.com/Razorfish-Automotive-Reel Sun, 14 Mar 2010 20:35:06 +0000 Eric Mayville / Absolute zero is cool / Digital strategy, design and direction 310391 Razorfish wanted to put together a collection of their automotive work as a company. This reel aided in the win of Mercedes US business for Razorfish. Client: Pitch Agency: Razorfish Role: Animation, video editing, sound editing.