BRIEF: Instead of using GOOGLE keyword searches to sell Chuck Taylor's, give back to the kids. Make content that's relevant to both search result and brand messaging. As lead creative on "Domaination," I wrote, directed, animated, and even sang on, over 40 unique URLs, each supplying a motivating or inspiring message for the Converse demographic. Lo-Fi in design, each execution was inspired by the nature of the search, turning this inquiry on its head to celebrate the Converse anthem of originality.
SEARCH: HOW TO KISS?
RESULT: "KISSING WITH ROSS"
By using a staff art director and a sliding glass door, KWR's budget was exactly $0, but earned the most web traffic in the history of the CONVERSE brand, even showing up on VH1's, "BEST WEEK EVER."
SEARCH: WHY AM I CHANGING? SHOULD I CHANGE?
RESULT: "SCARED OF CHANGE"
Thanks to it's nickel heavy torso, "SCARED OF CHANGE," came in at a budget of $2.17. Capping off the era of the landline, this little guy called and harassed kids looking to try something new. The messaging was simple, dont be scared of the menacing voice telling you keeping your from reaching out of your comfort zone, grow and expand and ignore the little short stack.
SEARCH: WHY IS IT SO HOPELESS? WHEN WILL IT ALL END?
RESULT: "LOST AT SEA"
No matter how bad it gets, you could be lost at sea. Life is pretty desperate when you're a high school kid, asking the internet when the pain will finally end. An old man and the sea, a metaphor of death and despair, a palatable reminder you don't have it so bad.
SEARCH: FATHERS DAY, DAD, Pops, TIES,
RESULT: "HAPPY FATHERS DAY ME OLD MAN."
For the launch of the DOMAINATION UK assault, this Father's Day melody was written, illustrated, animated, and sadly sang by yours truly.
SEARCH: TEST PREP, SAT, HOW TO BE VALEDICTORIAN
RESULT: HIGH SCHOOL PRESS CONFERENCE
The pressure that faces a high school student is quite close to those of big game athletes. Mirroring the post game press conference, these scripted accounts gave high school students a metaphor to voice the pressures of their high school lives.