IGNITED MINDS
THE STORY: There were 17 brave souls at the start. We were the Marketing department of Activision until we were given the opportunity to set off on our own. For years before this, we had been looking for an agency to help with our overflow work and could not find any that could do everything we were doing internally. So, we started our own integrated marketing agency. With experts heading up Design, Advertising, Online, Events, Media, and Video, we were able to take on a diverse group of clients and help them succeed.
MY ROLE: As Creative Director and then Executive Creative Director, I led the growth of each area of expertise to be a collaborative team with a united goal. As our client list grew, we proved the validity of the integrated concept. Some examples: Nike came to us with a desire to reconnect with the running community of Los Angeles, and we responded with a combination of pop-up retail and runner‘s meeting place on Venice‘s famous boardwalk. We took on the launch of the America‘s Army game and guided it to one of the most successful recruitment tools ever - The Virtual Army Experience (VAE). The electronics e-tailer newegg.com asked us to build its brand through a complete web overhaul and wound up with a bonus experiential activation that opened the doors to thousands of gaming enthusiasts at E3. Sony‘s gaming arm and VAIO computer team found success in new markets thanks to the Ignited Minds‘ cohesive approach.
The secret sauce to the success of the agency was the fun we had as a team of teams - all pulling together to push the boundaries wherever possible for the good of all.
AGENCY: Ignited Minds
Newegg.com Integrated Campaign
Sony Online Entertainment, PlayStation, Clie, and Vaio Work
A Smattering of Ignited Minds Web Work
A modicum of Ignited Minds game packaging