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
ENTRANCE TO THE RUNNERS ENERGY CENTER
Nike wanted to reconnect with its running roots. We developed an exciting multi-use pop-up activation on the boardwalk in Venice, California.
REC LOBBY
Running route maps, custom t-shirts, apparel, shoes, and a great place to hang out. Everything a runner could need.
NIKE RUNNING VIDEO
The piece centers on Oregon coach and Nike co-founder Bill Bowerman's creation of the Nike running shoe and how it helped Steve Prefontaine make history in the 1970s and countless other runners in the following decades.
ENTRANCE LOBBY POSTER
Steve Prefontaine was the first track athlete signed on by Nike. His coach, Bill Bowerman, had perfected the waffle iron technique for creating the sole of the now-famous running shoe.
GREAT MOMENTS IN NIKE RUNNING HISTORY
The history of Nike starts with running. The wall showed images of the earliest days at Oregon State and a video montage explaining the colorful history of the shoe.
GAIT ANALYSIS AND FOOTWEAR RETAIL
The retail area included a gait analysis room for runners to find the perfect fit.
RUNNER‘S LOUNGE
The REC was a meeting place for runners and running groups, with a comfortable lounge for pre- and post-run gatherings.
NOSTALGIA POSTER
Highlighting two historic aspects of the brand and the location, posters were created to highlight the achievements at the 1984 Olympic games.
DESIGN INSPIRATION
The look and feel of the classic PeeChee folder art provided the foundation for the overall design.
Product naming and game package design
Print ads
Electronic Entertainment Expo (E3) outside activation
Electronic Entertainment Expo presence - inside
Electronic Entertainment Expo (E3) activation - Army Golden Knights drop in from above
Promotional posters
America‘s Army TV - How to Spot a Game Developer
Virtual Army Experience (VAE) exterior - four semi truck trailers support inflatable roof and walls.
VAE exterior
VAE pre-mission briefing
VAE interior
VAE interactive game experience in progress
VAE three screen interactive gameplay
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
