Aston Martin DB 11 Launch
DB 11 Launch Compilation film
PRISM 2016
Client: Aston Martin
In my role as Creative Director I was tasked to delivered multiple content stories to assist the launch of Aston Martins new DB11. I was also responsible for the launch concept to reveal the DB11 to potential Aston Martin customers.
Specific deliverables:
Visual strategy and creative content concepts (technical, heritage, showcase edits)
Storyboard and scripting, producing and directing including original music
Event theming ‘DB Confidential’
Outputs
Scripted and produced 7 technical films to showcase DB11 innovative features
Designed and co-produced unique sound design and DB11 sound tracks
Scripted, produced and directed Aston Martin Heritage Film
Results
1.3 million website sessions: March 2016 saw the most monthly sessions across Aston Martin websites ever recorded, receiving 400k more than the previous highest (December 2014).
1.6 million video views: DB11 and Geneva-related videos received over 1.6 million views across YouTube, Facebook and Twitter.
2 million reach: The DB11 launch announcement from Geneva Motor Show was streamed live to Facebook and this appeared on the timelines of 2 million people.
500k launch views: Half a million users viewed the DB11 launch announcement video on Facebook.
2.6k website leads: Following the launch of Salesforce webforms and the DB11 microsite, 2611 people submitted their interest in Aston Martin during March – it took five months to achieve this figure in 2015.
320k microsite sessions: 25% of all Aston Martin website sessions were on the DB11 Microsite.
“Aston Martin has probably just blown the competition clean out of the water with a dizzying, detailed and complex virtual showroom for the new Aston Martin DB11.” TOP GEAR
DB 11 Technical Feature Fly through
DB Confidential ‘Heritage Film’
PRISM 2014
Client: Casio
Task
As Creative Director I was tasked to produce an engaging and informative event format to launch Casio’s new Edifice watch. Their technical mantra was ‘speed and intelligence’ and this was enhanced through Casio’s partnership with Red Bull F1 Racing.
Solution
We only had F1 star Sebastian Vettel for 60 minutes and rather than a boring ‘media call’ for him to simply wear and convey unconvincing platitudes about the new Edifice watch, we devised a tongue in cheek ‘Game Show’ format unimaginatively named ‘Speed and Intelligence’. The show event was hosted at the Barcelona F1 circuit over the F1 race weekend to maximise the available time of Vettel and other game show participants.
My Role
With a limited budget my role was to oversee and creatively develop the game show format, the stage and set graphics, the music jingles, plus all film producing and talent casting.
Output
The Game show was watched by over 50 F1 TV media and a 30 minute Show output and a 3 minute edit were provided to media for social media and broadcast channels. Over $2.7 million in media value was achieved representing a 27x on the investment to devise and produce the show.
Casio Edifice : Speed and Intelligence Game Show
Watch Show Clip Above
2006- 2008: Land Rover G4 Challenge Mongolia
2008 New Format Trailer Above
Launched in 2001 The Land Rover G4 Challenge was a global multi nation competition event which saw extreme sport competitors navigate rugged environments, solve tasks and timed challenges to win a global monetary prize. It achieved media coverage estimated to be between $12-15 million.
My Role
I was assigned to the LRG4 Challenge in 2006 to extend its global impact and media value given the seven figure cost to host the event.
Problem and Solution
While the LRG4 Challenge was an exceptional ‘experience’ for media, the most PR value came from sporadic TV broadcast spots. However the challenge was very complicated to explain to audiences so only achieved in depth coverage through print media.
In my strategic role as creative lead I restructured the LRG4 challenge into a format better suited to a TV show. It was ‘Long Way Round’ meets ‘Survivor’ to reference some TV classics. The G4 Mongolia Challenge explored how its characters (the competitors) of man and woman teams representing their countries dealt with physical and mental stress. The series was sold into Channel 4 in 2008 and was set for worldwide distribution in 2009. Unfortunately due to the global financial crisis in late 2008, the series had to be cancelled.
None the less it was a significant strategic achievement and $3m in media value was already achieved through media ‘recce’ trips in May/June 2008.
Sexy Football California Style
Watch Sexy Football Competition Promo Trailer
PRISM 2008
Client: Ford
Ford’s partnership with the UEFA Champions League was executed through Feel Football.com as the social media landscape began to explode. Ford’s Feel Football was an extension of Ford’s ‘Feel the Difference’ product narrative.
Task
The objective was to extend Ford’s Feel Football equity by deepening awareness and resonance of its commitment to true football fans across Europe. Media attention was achieved through Ford’s Feel Football champions which included Ruud Gullit, Jose Mourinho, Patrick Viera and referee Anders Frisk among other great names. The messaging and integrity of the campaign could only be seen as authentic through the actions and events the campaign.
Solution
PRISM proposed and executed a hugely aspirational 5-a-side tournament called ‘Sexy Football California Style’ for European sports media titles to represent their country. The competition was hosted at LA Galaxy, Los Angeles California where Feel Football’s Ruud Gullit was manager. ‘Sexy Football’ was Gullit’s catchphrase. US club soccer team LA Galaxy was also the new home for England captain David Beckham, feeding into one of the debates and football narratives at the time.
My Role
As Ford Pan European Account Director I managed a pan-euro team of 16 people. Together we devised the tournament format, created a series of digital content materials to pre-promote the opportunity to European media who could either field their own team or recruit a team through a media competition. We managed all logistics, transfers, branding and media hosting on site in September 2008.
Output
Ten media teams took part including Rai, Marca, Sport Bild, Four Four Two, Sky Sports and L’Equipe. The event captured pre event coverage to attract teams and on event interviews and content to tell the story of the experience which culminated in victory for Spain and it’s Marca team. The experience included a 3 day stay and tour of LA Galaxy, training sessions, and the 5-a-side tournament. Additionally there were hosted dinners by Gullit and Frisk as they talked with media and competitors about the big issues of the European game. The event not only secured $1.7m in media value, but further extended Ford’s positive media relations and positioning as an authentic sponsor and supporter of fans of the UEFA Champions League.
