CHALLENGE:

• Activate a dormant fan base early, enabling a two-way conversation with fans during an eight month campaign, allowing them to evangelize.
• Build upon initial fan acquisition with increasingly in-depth and immersive content and tactics, giving fans a reason to stay involved and share.

APPROACH:

• Created a “pre-tease” shareable widget that allowed fans to embed the countdown into their news feeds -- and immediately switched over upon announce.
• “Unite to Unlock” acquisition campaign drove 1,776,000 ‘actions’ in three-and-ahalf days, creating a mini-movement.
• “Inside Assassin’s Creed III” gave fans a glimpse behind the scenes and into detail on the context, deepening the conversation, broadening the fan base, and strengthening partnerships.
• Ongoing banner and display media support on premium lifestyle channels across desktop and mobile leading up to the largest banner campaign in Ubisoft’s history.
• The campaign culminated with a uniquely entertaining “Interactive Trailer” that allowed fans to ‘sample’ the experience of the game within the context of a marketing asset.

OUTCOME:

• Over 200,000 views of announcement trailer within minutes of release.
• Thousands of new Facebook fans
• 4.1MM Views and release of series as “content” on partner channels.
• Under 4% bounce rate and over 7 minute asset engagement average.

At ModOp, we understand the success of a digital campaign often lies on the success of the accompanying content. As such, we offer full content production as well as our digital services. Our work on the Far Cry 3 campaign is case in point. ModOp provided several banner campaigns, the digital launch campaign, as well as three different content pieces including Far Cry’s E3 Teaser, the E3 Trailer, and the international broadcast spot. Inspired by the game’s rorschach motif, ModOp created a graphical package to support these efforts. These are most striking in the E3 teaser, but can be seen across the digital campaign and even the broadcast spot. Offering a complete turn key solution allowed for streamlined delivery of digital units and provided a seamless aesthetic between content and digital marketing.

International Broadcast Spot - Far Cry 3 is an action packed descent into insanity. As the player delves deeper and deeper into the island, the story becomes darker and darker. We wanted to echo this intensity and darkness in the TV spot, highlighting the great nemesis of Vaas as well as showcasing the games immense variety of action. The action is propelled by the excellent track Prisoner by the Jezabels. Additional :20, :15, and :10 versions were also produced for the full campaign. Content production included copywriting, creative direction, original game capture, live action element shoot, compositing, CG and 2D motion graphics animation, music supervision, editorial, and sound design.

Digital Launch Campaign - (Showcase the IGN Big Bang Unit). ModOp designed and produced scores of standard and rich media units, as well as home page takeovers to showcase a variety of trailers and other content. The highlight unit of the campaign may very well be the Big Bang unit for IGN. Digital Production included creative direction and design, Flash and HTML 5 production, digital animation, as well as design, 3D and 2D animation, and video editorial.

E3 Campaign - (Teaser, Trailer, and banner campaign). ModOp provided two different trailers and the supporting digital marketing for the Far Cry 3 E3 Campaign. Content production included copywriting, creative direction, original game capture, live action element shoot, compositing, CG and 2D motion graphics animation, music supervision, video editorial, and sound design. Digital Production included creative direction and design, Flash and HTML 5 production, digital animation, as well as design, 3D and 2D animation, and video editorial.

PROJECT:
MiO Super Bowl Product Launch

CLIENT:
MiO (Kraft Foods)

AGENCY:
TAXI New York City

OBJECTIVE:
Launch Kraft Foods’ latest energy drink brand MiO. MiO is a one-of-a-kind customizable energy drink that contains vitamins and electrolytes for quick hydration and enhanced flavor. MiO wanted to use Super Bowl Sunday 2013 as the launch date for the big product unveil.

BACKGROUND:
MiO’s first phase of the new project launch leveraged the campaign platform of “Changing Amercia” with the help of broadcast spots starring Tracy Morgan. The MiO Fit 4 Change program leveraged all aspects of media including executions that leveraged digital, social, mobile and broadcast. This unique campaign was the first high-profile product launch in Kraft’s beverage portfolio since Crystal Light.

PROCESS:
Working hand in hand with TAXI NYC, ModOp worked on-site in New York City to help concept, develop and design all campaign assets for this high profile product launch. Our teams assisted in creative direction, strategy and planning, media marketing and social media monitoring and engagement. ModOp was responsible for leading all brand equity, creative and strategy and digital work for the Super Bowl campaign.

ModOp was also responsible for all digital builds and mobile builds as well as the reporting of analytics and engagement metrics

THE CREATIVE EXPERIENCE:
SUPER BOWL 2013 TV SPOTS: ‘ANTHEM’
These TV spots starring Tracy Morgan spoof on things that have changed in popular culture over the past several years wrapping with a CTA that asks consumers to Tweet things they would change about America leveraging a specific hashtag.

Touchpoint 2: The Microsite & Mobile Site Experience
Consumers through paid media elements including static and rich banners as well as other social efforts are driven to a unique microsite. This microsite aggregated all top suggestions and displayed brand interactions in a visually provocative, data-driven fashion.

Touchpoint 3: Webisodic Cotent
Each week random Tweets are selected and man-on-the street style episodes were shot showing us implementing change in America base off of real Tweets.

STAGES:

• Campaign strategy and planning
• Creative direction and art direction (broadcast, digital, mobile and social)
• Functional specifications
• Animatics
• Beta Presentation
• Pre-Final/Release Candidate
• QA
• Final Deployment
• Social engagement and social media management

PROJECT:
GE Spot the Spot Facebook Game

CLIENT:
General Electric

AGENCY:
BBDO NY

OBJECTIVE:
The Spot the Spot game aimed to do one thing—showcase the superiority of the latest GE dishwasher, letting the user “find” food spots left on dishes that weren’t washed in a GE.

As if just having clean dishes wasn’t enough, GE wanted to give away the latest model to one lucky player via a sweepstakes.

PROCESS:
ModOp took this creative concept from BBDO NY and ran with it. We did everything from front-end design, gameplay mechanics, logic, user experience design, and programming.

Working closely with BBDO, we ensured that the creative vision was brought to life and that the game was on-brand and fun to play. Custom 3D art is a cornerstone to the experience, giving it same sleek, performance based feel as GE’s most advanced dishwasher.

STAGES:

• Creative/UX definition
• Wireframes
• Functional specifications
• Game mechanics
• Sweepstake integration
• Creative/visual design
• Alpha Presentation
• Beta Presentation
• Pre-Final/Release Candidate
• QA
• Final Deployment with GE IT
• Ongoing application support

TOOLS:

• User interface design
• Facebook social platform development/integration
• ActionScript 3
• 3D design and modeling
• Animation
• Sweepstakes API integration

PLEASE VISIT THE LIVE APPLICATION AT:
https://www.facebook.com/geappliances/app_437451602977152?sk=app_437451602977152

PROJECT:
CaliCow Chat iOS Application

CLIENT:
California Milk Advisory Board

AGENCY:
Deutsch LA

OBJECTIVE:
Deutsch LA partnered with ModOp to create an engaging, fun, entertaining way to raise awareness about real California milk. ModOp worked closely with the agency to create a playable, native application for iOS that allows users to communicate with each other via “CaliCow”, a customizable, 3D animated cow with a lovable and whimsical personality.

The game leveraged the Facebook API to deliver messages to friends through the cow’s unique and personally customizable persona, all processing was done directly on the device in order to provide the best user experience possible.

PROCESS:
User Experience Design is the centerpiece to CaliCow Chat. It was mission critical that the experience was clean, intuitive and easy to use. Through the UxD phase, Deutsch relied on ModOp to provide strategic consulting and expert input—our deep experience with game design and development provided a perfect partnership.

In order to create an application that would be scalable across devices in the future, ModOp recommended the Unity game engine as the framework for the collecting the game. Unity allowed us to easily create the game framework while simultaneously producing creative assets and animations in a separate pipeline, and it provided the option to take the game to iPad, Android and desktop at a later date.

STAGES:

• Creative/UX definition
• Wireframes
• Functional specifications
• Web service/API development and documentation
• Alpha Presentation
• Beta Presentation
• Pre-Final/Release Candidate
• QA
• Final Deployment to iTunes
• Ongoing application support

TOOLS:

• iOS user interface design
• Facebook social platform development/integration
• Unity Game Engine
• 3D design and modeling using Maya
• Rigging and animation
• Native XCode development

PROJECT:
Destiny Online Media Launch

CLIENT:
Bungie

AGENCY:
72andSunny LA

72andSunny LA came to us for help producing one of the most important game launches in years—Bungie’s eagerly awaited follow up to Halo. Destiny is taking the FPS and cooperative play to new levels with the release of Destiny, a persistent online experience with players constantly interacting live within the games space.

This rich media campaign with OMD and MediaMind was the first announcement of this exciting title and ran on high traffic, strategic sites across the gaming industry.

STAGES:

• Creative Development
• Flash animation
• MediaMind rich media production
• Alpha Presentation
• Beta Presentation
• Pre-Final/Release Candidate
• QA
• Deployment via the MediaMind ad serving platform

TOOLS:

• MediaMind rich media platform
• Streaming video
• Flash development
• QA

CHALLENGE:
For Nike's largest Running campaign of the year our challenge was to drive sales of the new Nike Free Run shoes at retail partner stores. Having worked with Nike to improve their retailer purchase results on several previous campaigns, and having come up with some innovations that were unorthodox and a hard to sell but which yielded outstanding results taking users off-dotcom and into Facebook in their path to purchase for instance had earned us some room to experiment.

APPROACH:
We discovered that the purchase results from Feature Page Experience wasn't great compared to the volume of sales driven by the promotional banners on retailers .com homepage and landing pages. So we focused on extending the Feature Page experience out into promo banners, creating banners that delivered a compelling animated experience rather than the usual static image – a firs for Nike and their retail partners.

We focused on mobile as a critical if not primary experience – in our previous campaigns almost half of the over 500k visitors were mobile (mainly phone) so we made sure to start with mobile and extend our thinking to desktop, rather than the other way around.

Working with Nike and each retailer we provided complete Social Media and Analytics support for the launch across a range of social channels.

PLEASE VISIT THE LIVE APPLICATION AT: http://apps.facebook.com/football_lookbook/

CLIENT:
Activision

AGENCY:
72andSunny LA

PROJECT:
Skylanders Giants Launch OLM

OBJECTIVE:
Drive awareness of the newest addition to the blockbuster console gaming franchise, Skylanders. Skylanders Giants introduces new compelling characters that literally can’t be contained by traditional online display advertising.

PROCESS:
ModOp leveraged in-game assets to create larger than life custom CG animations introducing some of these new inhabitants of Skylands and showcasing their signature gameplay

Working closely with the creative agency 72andSunny, ModOp managed and directed all Maya animation, VFX and sweetening using assets provided by Activision. As animations were being meticulously prepared, our Flash team tackled creating the banner shells in which the animated character finals would live. Finally, we implemented the gameplay trailers to complete the expanding rich media banner experience.

This production was 100% rich media, including high impact takeovers/roadblocks on several strategic properties.

STAGES:
Storyboards
Animatic
Editorial
Color-Correct
Pre-Alpha Presentation
Working Beta
Pre-Final
QA
Deployment

A song is more than just ear candy. It’s a unique combination of artistic craftsmanship and advanced technology. Just like the Ultrabook™.

Pandora created the “Inside The Music” experience and asked MO to extend the experience into Facebook. So we sent players on a scavenger hunt to find clues and remix songs for a chance to win Ultrabook™ devices and a variety of Pandora prizes.

Users listen to a genre-specific song and then watch as it gets blown into pieces during the Intro Video. Users then hunt around the Pandora and Ultrabook™ digital ecosystems to find the pieces and put the song back together for a chance to win fabulous prizes such as an Ultrabook™.

CHALLENGE:
Create a single-day nationwide event designed to both raise awareness that Walmart carries the Ultrabook™ and drive foot traffic into stores.

APPROACH:
• An extensive awareness campaign driven by social media, display advertising and in-store signage deployed a month before the event to drive awareness.
• Over the course of a single day, 110 Ultrabook™ devices were made available to win both online and at 2,000 Walmart stores throughout the country.
• Each Walmart location had printed QR codes placed next to displayed Ultrabook™ devices.
• Online QR codes were seeded through banners, social media, online properties, and Facebook.
• Every time someone scanned a QR code, they had a chance to win.

OUTCOME:
As part of their effort to promote FedEx’s new mobile app capabilities (track, ship, print, location finder, rates, scheduling, etc.), BBDO & FedEx engaged us to produce a first-of-its-kind rich media video takeover for the mobile web.

The concept was simplicity itself (the best ones always are). A FedEx Courier “walks” across the mobile web page of whichever site you happen to be browsing (CBS, Reuters, NBCSports, etc.) and “picks up” the FedEx banner running along the bottom. After exiting screen-right, a secondary banner appears with the “download app” CTA.

Simple in concept – but arresting nonetheless – as full-motion video takeovers have heretofore never been seen on your phone. It’s like the first time you saw TV talent appear and wave at you from the logo-bug.

Social Results:
Facebook Likes: 61,456
Facebook comments: 2,226
Facebook shares: 4,757
Twitter Reach by Tweets: 250,000+ USERS
Twitter reach by Hashtag: 394,906 accounts
Total Impressions: 2,304,464
Overall Results:
Unique Visitors: 85,138
Users registered: 56,653
Total QR code scans: 204,513
Total Visits: 117,907
Avg. Visit Duration: 00:08:55

The Ultrabook™ Hunt was a multi-city "on the ground" and online scavenger hunt. The campaign combined game-dynamics with social engagement to deliver an online and offline, mobile and desktop experience.

The one day events took place in San Francisco, New York City and Austin. The game placed an Ultrabook™ at a particular location within the city. Social engagement (likes, tweets, shares) and clues helped to narrow a satellite map of the region, zeroing in to finally unlock the specific address of the Ultrabook™ location. Players on the ground were able to use their mobile device to track the movement and be the first to the scene to claim their Ultrabook™ prize. Desktop users also had a chance to win by being the first to enter the exact address.

CLIENT:
McNeil-PPC

AGENCY:
J. Walter Thompson NY

PROJECT:
Zyrtec AllergyCast Mobile Applications

OBJECTIVE:
Take the industry’s leading allergy forecasting application and rebuild it from the ground up—make it faster, more informative and visually stunning.

PROCESS:
Working closely with the creative agency JWT NY, ModOp managed and directed all application development for both iOS and Android devices.

The application puts the day’s pollen counts and weather data, as well as a 3-day allergy forecast in easy reach. Coupled with detailed outdoor allergen descriptions and information, as well as store locators and helpful tips to avoid allergies, the Zyrtec AllergyCast mobile application is an invaluable tool for allergy sufferers.

CLIENT:
Nike / Dick’s Sporting Goods

AGENCY:
W+K

PROJECT:
Nike/DSG Mobile Rich Media

OBJECTIVE:
People need different gear in different conditions. Knowing that local weather patterns are a huge factor in driving sports apparel purchases, we developed a mobile rich media campaign designed to serve users different Nike products depending on the current temperature and weather in their geolocation.

If it was over 70º and sunny, for instance, users received a hypercool mesh shirt, whereas if it was under 70 – or raining – users received images of the talon elite cleats, or other products.

Users were also able to locate and get directions to their local Dick’s Sporting Goods within the ad.

PROCESS:
Working in collaboration with W+K on the campaign dynamics and product feeds, we then partnered with Weatherbug to access their weather feed API into the unit, and took advantage of site geo feed data from the publisher. Lastly, we integrated a map API, and partnered with Phluant Mobile to integrate their rich media tags and serve the units.

PARTNERS:
Weatherbug
Phluant Mobile

CLIENT:
Discovery Channel

AGENCY:
OMD

PROJECT:
“Gold Rush” Strike Gold Sweepstakes Mobile Campaign

OBJECTIVE:
Drive tune in to the season premiere of “Gold Rush” on the Discovery Channel by incentivizing users to enter a sweepstakes for $100k in cash or gold through a gamified mobile experience.

Users activated the unit by ‘panning for gold’ – unveiling a gold nugget “buried” in the miner’s pan.

After registering the sweeps, users received e-mail reminders to view the show tune-in, wherein the winning code would be revealed. Users could only redeem their prize by entering the tune-in code.

Versions for both tablet and smartphone were developed. iPad versions existed as user-initiated expandables and interstitials, viewable in both portrait and landscape modes. Smartphone versions only existed as interstitials.

PROCESS:
Working with multiple partners on the experience: OMD, ePrize for contest registration and fulfillment, and Phluant Mobile serving the ad and hosting the rich media experience, ModOp defined the creative, designed the User Experience and developed the rich media and animation.

PARTNERS:
OMD Ignition Factory
Phluant Mobile
ePrize

We love adventure--that’s what made the Subaru Owner’s Guide to Everything a perfect fit for us. This Facebook and iOS application is built upon a custom API and content management system built by ModOp creating a true, cross platform experience driven by the adventure seeking brand voice of Subaru. Lonely Planet provided exclusive content to seed the application, and the users took it from there. Take a minute to enter your favorite adventure-spots in or out of town using geolocation and seamless Google Maps integration. Mark your favorite locations so that you can hit them all on your next road trip. In addition to all back end and front end development, ModOp provided social media moderation guidelines and services for Subaru to ensure that we were all good stewards of the Subaru brand.

When the EA SPORTS FIFA team approached us to develop a comprehensive global brand identity for the new game (the product “line look”), we were thrilled at the opportunity. Evolving the world’s biggest sports game is both an exciting and challenging undertaking, and staying authentic to football is paramount. We wanted something striking, innovative, and versatile, that would also complement the existing in-game assets, work across media, and reinforce the product positioning “Football’s Social Network”. We wanted to develop a brand design that emphasized these aspects and reinforced the passion of the players and the kinetic nature of the sport; while staying simple, elegant, and firmly grounded in football.

The end goal was to deliver a broadly useful set of modular elements which would be employed by internal FIFA teams, as well as further implementation by ModOp’s creative group for E3 2012, GamesCom, and other major events.

In partnership with BEING/Chiat New York, ModOp brought The Manliest Mix Game to life, as eco-branded effort between Men’s Health magazine and Planters. Working with 3D reference assets from our friends at Psyop, we created all of the 2D vector art for the game, as well as all animation, gameplay, logic and scoring. The primary game was built using Flash animations and extensive ActionScripting, giving the game a fun and challenging retro gameplay experience. As if that wasn’t fun enough, BEING/Chiat asked us to create an iOS version and an Android version, which will be coming to a smartphone near you later this summer.

OBJECTIVE:
With the holidays quickly approaching, W+K entrusted Modus Operandi to develop banner units in time for Nike Golf's 2011/2012 product launch.

With creative designs that stretch across 4 varying and unique concepts, each highlighting various products and features of the Nike Golf line, Modus Operandi worked around the holidays to deliver standard and rich media units, including pushdowns and home page takeovers. Banners were tightly balanced with eye-catching animation and visually conducive marketing information to maximize click-through potential.

CLIENT:
FedEx

AGENCY:
BBDO

PROJECT:
FedEx Mobile Rich Media Campaign “The Courier”

FedEx Mobile Rich Media wins Bronze Pencil for:
Interactive Advertising - Dynamic Single

OBJECTIVE:
As part of their effort to promote FedEx’s new mobile app capabilities (track, ship, print, location finder, rates, scheduling, etc.), BBDO & FedEx engaged us to produce a first-of-its-kind rich media video takeover for the mobile web.

The concept was simplicity itself (the best ones always are). A FedEx Courier “walks” across the mobile web page of whichever site you happen to be browsing (CBS, Reuters, NBCSports, etc.) and “picks up” the FedEx banner running along the bottom. After exiting screen-right, a secondary banner appears with the “download app” CTA.

Simple in concept – but arresting nonetheless – as full-motion video takeovers have heretofore never been seen on your phone. It’s like the first time you saw TV talent appear and wave at you from the logo-bug.

PROCESS:
The greatest challenges to this was creating a work-around to Flash Video, which is obviously not a solution for mobile, and working within the highly constraining mobile load limitations for file size.

Conceived as a ‘floating takeover’ there were two executions of the unit – an auto-expanded version and a user-expanded version. In both cases the ‘courier’ video had to animate on seamlessly, which meant we had to keep load < 200k.

Working in close collaboration with the geniuses at Phluant mobile (who served the ad to all iOS and Android devices through their dynamic platform) we tested out the concept using scratch video shot at the office, and created some tests that got us to the target utilizing PNG sprite sequences animated by JS.

The next challenge was creating the seamless illusion that the "Courier" lifts the banner. We decided that nothing sells like going practical, and proceeded to build the “banner” as a physical prop – which opened up a variety of framing calculations for the shot(s).

Next up was casting… and then it was off to NYC to shoot the piece against green screen, capturing all the size and pace variations we’d need for the various units that would launch.

Taking the footage back into the studio, we cut a series of size/pacing selects, color-corrected them, and delivered them to Phluant to work their compression magic.

Once compressed the footage was brought back into the studio for roto/clean-up to get rid of some of the compression artifacts.

And then it was back to Phluant to tag, traffic and launch!

STAGES:
Storyboards
Animatic
Casting
Shoot
Editorial
Color-Correct
Roto
Pre-Alpha Presentation
Working Beta
Pre-Final
QA
Deployment

TOOLS:
Live Action Shoot
Final Cut Pro
After Effects
HTML
JS
HTML5

PARTNERS:
Phluant Mobile

OBJECTIVE:
Weber Shandwick turned to Modus Operandi to construct the first ever truly crowd-sourced beer application for Samuel Adams. We were only too happy to oblige.

PROCESS:
Weber Shandwick and Constituency Media Group enlisted MO's Facebook expertise to develop an application that would allow them to crowd-source Sam Adams' next beer. Challenges included making it mobile-friendly and scheduling against a short holiday timeframe.

MO worked with Sam Adams' agencies to provide a full layer of technical support and consultation, while the agencies developed the creative and design layouts for the Facebook Application. MO provided guidance on complexities of the project such as how to capture and translate the user data into viable formulas for Sam Adams brew masters, how to navigate Facebook's Permissions to maximize user participation, and more. Sam Adams also requested that they be able to host and deploy the application internally. Files needed to be organized and packaged with detailed instructions so Sam Adams' IT team could easily setup and deploy the application.

Once the agencies delivered MO the full design layouts for the experience, MO was off to the races with a rapid development plan to circumvent the hurdles of holiday scheduling and launch the application by early January.

After the application successfully launched, MO's clients returned with additional requests and a very short timeline to complete the updates. MO was equal to the task and, warmed by samples of Sam Adams Holiday brew, worked the necessary weekend hours to see the project through.

TOOLS:
HTML Programming
Facebook Development
Technical Management & Consultation

RESULTS:
This unique Facebook Application entices users to craft and customize their own ale, choosing from an abundance of options like color, clarity, hops, and taste. Real-time polling results inform users as to what their peers are leaning towards, while hot spots and roll-overs both educate and inform the audience to Sam Adams timeless crafting process.

Data collected from the FB App will be sent to Sam Adams brewery, and the custom brewed ale will premiere at Guy Kawasaki's Girl + Guy party at SXSW 2012.

OBJECTIVE:
Formulate and develop a mobile and social component to Nivea's NYE Times Square brand presence. Challenged to cement the lip-care consumer's ongoing association with the word "kiss," and provide an avenue by which users could help spread that message beyond the confines of Times Square and NYE.

The result is the "Nivea Kiss App," allowing users to "plant a kiss" using their mobile camera and GPS functionality, as well as an augmented reality engine allowing them to see the “field of kisses” planted by other users. Users can also share their “kisses” via Facebook and Twitter, thereby planting the seeds to let the “field” grow.

PROCESS:
In only 6 weeks (3 ½ once you subtract the App store submission and review process), the MO team was able to take a top-level concept all the way to the finish line, which included working through the functionality parameters with all required parties, executing wireframes, and finally successfully completing app testing and launching on 12/31 to be part of the Nivea New Year's Extravaganza. Working literally around the clock through the holiday, the team pushed through to meet the New Years Eve deadline which resulted in a glorious iOS and Android application that became the cornerstone of a year-long campaign which is planned to run through 2012. We're not saying we are looking to work around the clock during the holidays…just sayin' we did it when it needed to get done.

Having launched successfully, we are now engaged in ongoing support efforts to grow the “kiss app” community.

STAGES:
Concept
Wireframes
Design
Asset Production
iOS App creation
Android App creation

PARTNERS:
Eachscape

OBJECTIVE:
Pillsbury’s agency, Campbell Mithum, wanted to gift a heartwarming treat to their fans for the holidays that would help leverage the equity of their on-air TV spots.

PROCESS:
MO provided preliminary technical consultation, allowing Campbell Mithum to bounce their concept ideas off of MO's technology team to evaluate feasibility. Campbell Mithum provided a very rough design comp of what they wanted to accomplish: a user-generated video that could be customized with both the user's content as well as Pillsbury content.

MO provided the technical answers necessary for Campbell Mithum to regroup and design the user experience. Through multiple rounds of design review, MO was able to help provide technical guidance and direction.

Once a final client-approved design was ready, MO's team of programmers built the experience. MO's schedule allowed for Campbell Mithum to provide preliminary reviews of the experience, before the final experience was sent to their Pillsbury client for approval.

MO handled all the server setup and hosting requirements to successfully post and deploy this digital experience.

TOOLS:
Flash Development
Web & Database Programming
Hosting and Deployment

RESULTS:
A unique movie-maker microsite allowed users to upload their own pictures into a customizable timeline with music provided by Pillsbury and a video library where users could select their favorite Pillsbury moments. The result was a 30 videos that harmonized and followed closely with the spirit of Pillsbury’s on-air holiday spots.

User generated videos were saved and accessible for viewing by visitors online, and could also be shared individually via Facebook and Twitter. Modus Operandi managed all the development, technical facilitation, and also provided hosting and streaming services as part of our full-service commitment.

OBJECTIVE:
Back to school was quickly approaching, and Nike needed an engaging platform to push their latest product line. The concept revolved around 5 renowned athletes – Rajon Rondo, Larry Fitzgerald, Blake Griffin, Anna Pierce, and Amare Stoudemire – taking interested visitors to school. W+K desired interactivity that would allow users to take video courses, be surprised by pop quizzes, visit detention, and eventually earn their diploma. The site experience would need to be re-purposed for Canada and eventually updated for the holiday season. The site experience was supported by standard media banners, also developed by MO in a very compressed timeframe.

PROCESS:
Designs were created in parallel path with web programming to meet the launch date. MO handled all HTML integration, back-end programming, Facebook integration, and staging. MO worked closely with a third-party responsible for deployment, to ensure proper versioning and posting of live files. There were only a few weeks to get the U.S. site online, with the Canada site scheduled to launch shortly after. Changes were accommodated frequently up to launch, and MO breezed through both launches. The holiday update was also handled with a responsiveness and flexibility deserving of extra credit. Now, where's our gold star?

STAGES:
Information Architecture
Technical Specs and Flow Chart
Design Support
Web Programming
Facebook integration
Front-end Flash Development
QA and User Testing

OBJECTIVE:
Conceive, direct and produce a series of trailers re-introducing the SSX franchise in anticipation of the new game launch in January 2012.

The spots were timed to be announced at the biggest game events in both the US (E3) and Europe (GamesCon). They needed to simultaneously capture the fun, exaggerated reality of the original games, while introducing new feature sets (Race It, Trick It, Survive It), and establishing the new games' ability to allow users to shred real environments and "own the planet."

PROCESS:
Beginning with condensed conceptual visual treatments, scripts and storyboards, we worked with the EA SPORTS Marketing team to nail down concepts for the trailers.

We then produced the pieces from storyboards, animatics, graphic design and animation, while directing and managing ImageEngine VFX to execute the shots. Sound design and mix provided by DeepMix Studios in Hollywood, CA.

STAGES:
Concept and Visual Ideation
Script and Copywriting
Storyboards
Editorial
Shot Production
Design
Motion Graphics
CG provided by ImageEngine VFX
SoundDesign by DeepMix Studios
Creative Direction throughout

TOOLS:
Adobe Creative Suite
FinalCut Pro
Maxon Cinema4D
Autodesk Maya
The Foundry: Nuke
ProTools Suite
Blood, Sweat and Tears
SSX Game Engine

PARTNERS:
Image Engine VFX
DeepMix Studios

RESULTS:
SSX wins 7 Best of E3 awards, including Best Sports Game of E3. SSX tracks at 92% favorability rate with Gamescom patrons. 93 rating on Gametrailers.com.

OBJECTIVE:
Mobile apps have fundamentally changed how we interact with our environment and have quickly become an integral part of how we manage our lives literally every minute of the day.

But, as marketing tools, apps have a distinct Achilles heel. Namely, the marketplace is so crowded that getting people to download them and actually use them is becoming increasingly harder.

However, by building ‘app-like’ functionality into a mobile rich-media unit, you get the best of both worlds:

• Deeply immersive, utility-based brand engagement
• Combined with the reach needed for effective brand communication – anywhere you want it across the mobile web

Partnering with Phluant Mobile – which can serve rich media across all mobile devices (iOS, Android, BlackBerry,and Win7) – we’ve endeavored to create compelling, effective mobile rich media that takes advantage of everything that mobile can deliver:

• Form
• Function
• Scale

PROCESS:
Campaign Strategy and Management
Creative Direction
Concept Development / Ideation
UX Design

Design
HTML 5 Development
JS Development
HTML & CSS Development
App Development
Mobile Based Advergames
Motion Graphics Production

OBJECTIVE:
Conceive, design, direct and produce a series of trailers for FIFA 12 highlighting the various features and realistic action found in the upcoming release.

The spots were timed to announce at the biggest consumer gaming event in the world – Gamescom in Cologne, Germany. The tone was to showcase the realistic emotion, fun, and intensity of a true football (soccer) experience.

PROCESS:
The project began with defining a visual motif to carry through both trailers, as well as a strong script outlining the intended action and progression of the video.

Rounds of conceptual design followed with motion tests and editorial, working closely with EA SPORTS Marketing to nail specific look and feel. MO handpicked the musical track “Kids” by Sleigh Bells, which became the track for musical bed for both spots.

We collaborated with EA SPORTS' internal director to provide dynamic shots, which captured the action and intensity of FIFA 12, while we animated the motion graphics and refined the edits. Sound design and mix provided by DeepMix Studios in Hollywood, CA.

STAGES:
Concept and Visual Ideation
Script and Copywriting
Storyboards
Editorial
Shot Production
Design
Motion Graphics
SoundDesign by DeepMix Studios
Creative Direction throughout

TOOLS:
Adobe Creative Suite
FinalCut Pro
Maxon Cinema4D
ProTools Suite
FIFA 12 Game Engine
Elbow grease

PARTNERS:
DeepMix Studios

RESULTS:
FIFA 12 wins several Gamescom awards, including Best Console Game. The Gamescom video was viewed by 2.5 million people on EA's official English channel and 1.1 million people on its German YouTube channels, with millions of others viewing on various sites and youtube postings.

Most viewed trailer over the first week of any previous trailer in the franchise. The “Action” trailer was also repurposed as the game’s frontend video as well. Both trailers received 9.6 ratings on Gametrailers.com.

OBJECTIVE:
Create a Facebook Application for the U.S. Women's World Cup team that would help convey the spirit and excitement of all fans. W+K was primarily concerned with FB moderation and the integration of a feasible content management system solution within the constrained timeline. In addition to the CMS and FB integration, the user experience would need to allow FB users the ability to customize a photo from their album with their own message to cheer on the U.S. WWC team, convert the photo with special sepia-toned effects, add a unique frame, and then publish to the Nike WWC FB page.

PROCESS:
With an extremely constrained timeline, the MO team utilized rapid prototyping of a CMS built from previously established class libraries. This CMS deployment was built at the same time as the front-end experience was engineered and developed in Flash. MO's technology team supervised the process the entire way, providing documentation and frequent review checks to WK. The Nike WWC Facebook Application launched on time, and allowed the Nike administration team to fully moderate all submissions for the WWC, and the Nike FB page quickly expanded with spirited submissions from fans all around the world.

STAGES:
Information Architecture
Technical Specs and Flow Chart
Design Support
Web Programming and CMS Development
Facebook Application development
Front-end Flash Development
QA and User Testing