http://www.shaankirpalani.com shaankirpalani.com Thu, 10 May 2012 20:06:13 +0000 http://www.shaankirpalani.com en http://www.shaankirpalani.com/TOSHIBA http://www.shaankirpalani.com/following/shaankirpalani.com/TOSHIBA Thu, 10 May 2012 20:06:13 +0000 shaankirpalani.com 3367006 http://www.shaankirpalani.com/KANYE-WEST http://www.shaankirpalani.com/following/shaankirpalani.com/KANYE-WEST Tue, 08 May 2012 23:37:54 +0000 shaankirpalani.com 845938 THE BRIEF Develop a robust web proposal to revamp Mr. West's existing online presence: an archaic, flash-based website that was over stylized and largely unnavigable to most users. THE CHALLENGE Time and Money. I was hired by Kunoichi Creative, Kanye’s digital agency, to put the entire thing together in one week with not only a slim budget to create the massive proposal, but also with which to execute the eventual project. The RFP called for an all-in-one home page, blog, online store, screening room, social network and mobile app. I hired a developer and a designer, we got to work and delivered the 57 page proposal. . THE WORK The underlying concept was to create a simple and elegant interface that achieved Mr. West’s online goals yet remained true to his identity as not only a recording artist, but a digital pioneer. Our design positioned Mr. West at the center of his digital universe with a series of colorful streams representing the various site requirements (store, blog, screening room, etc...) woven throughout. In addition to the visual elements, we also designed the back and front-end site architecture to be built with open-source web applications that were both intuitive and able to execute upon the website’s performance requirements. <img src="http://payload.cargocollective.com/1/2/70257/845938/Kanyeproposal (1)-1_675.jpg" width="675" height="566" width_o="675" height_o="566" src_o="http://payload.cargocollective.com/1/2/70257/845938/Kanyeproposal (1)-1_o.jpg" data-mid="5797544" border="0" align="left"/><img src="http://payload.cargocollective.com/1/2/70257/845938/Kanyeproposal (1)-2_675.jpg" width="675" height="322" width_o="675" height_o="322" src_o="http://payload.cargocollective.com/1/2/70257/845938/Kanyeproposal (1)-2_o.jpg" data-mid="5797542" border="0" align="left"/><img src="http://payload.cargocollective.com/1/2/70257/845938/Kanyeproposal (1)-3_675.jpg" width="675" height="572" width_o="675" height_o="572" src_o="http://payload.cargocollective.com/1/2/70257/845938/Kanyeproposal (1)-3_o.jpg" data-mid="5797540" border="0" align="left"/><img src="http://payload.cargocollective.com/1/2/70257/845938/Kanyeproposal (1)-4_675.jpg" width="675" height="487" width_o="675" height_o="487" src_o="http://payload.cargocollective.com/1/2/70257/845938/Kanyeproposal (1)-4_o.jpg" data-mid="5797538" border="0" align="left"/><img src="http://payload.cargocollective.com/1/2/70257/845938/Kanyeproposal (1)-5_675.jpg" width="675" height="490" width_o="675" height_o="490" src_o="http://payload.cargocollective.com/1/2/70257/845938/Kanyeproposal (1)-5_o.jpg" data-mid="5797536" border="0" align="left"/><img src="http://payload.cargocollective.com/1/2/70257/845938/Kanyeproposal (1)-6_675.jpg" width="675" height="611" width_o="675" height_o="611" src_o="http://payload.cargocollective.com/1/2/70257/845938/Kanyeproposal (1)-6_o.jpg" data-mid="5797533" border="0" align="left"/><img src="http://payload.cargocollective.com/1/2/70257/845938/Kanyeproposal (1)-8_675.jpg" width="675" height="470" width_o="675" height_o="470" src_o="http://payload.cargocollective.com/1/2/70257/845938/Kanyeproposal (1)-8_o.jpg" data-mid="5797532" border="0" align="left"/><img src="http://payload.cargocollective.com/1/2/70257/845938/Kanyeproposal (1)-9_675.jpg" width="675" height="749" width_o="675" height_o="749" src_o="http://payload.cargocollective.com/1/2/70257/845938/Kanyeproposal (1)-9_o.jpg" data-mid="5797531" border="0" align="left"/><img src="http://payload.cargocollective.com/1/2/70257/845938/Kanyeproposal (1)-10_675.jpg" width="675" height="610" width_o="675" height_o="610" src_o="http://payload.cargocollective.com/1/2/70257/845938/Kanyeproposal (1)-10_o.jpg" data-mid="5797529" border="0" align="left"/><img src="http://payload.cargocollective.com/1/2/70257/845938/Kanyeproposal (1)-11_675.jpg" width="675" height="373" width_o="675" height_o="373" src_o="http://payload.cargocollective.com/1/2/70257/845938/Kanyeproposal (1)-11_o.jpg" data-mid="5797528" border="0" align="left"/><img src="http://payload.cargocollective.com/1/2/70257/845938/Kanyeproposal (1)-12_675.jpg" width="675" height="582" width_o="675" height_o="582" src_o="http://payload.cargocollective.com/1/2/70257/845938/Kanyeproposal (1)-12_o.jpg" data-mid="5797527" border="0" align="left"/><img src="http://payload.cargocollective.com/1/2/70257/845938/Kanyeproposal (1)-13_675.jpg" width="675" height="745" width_o="675" height_o="745" src_o="http://payload.cargocollective.com/1/2/70257/845938/Kanyeproposal (1)-13_o.jpg" data-mid="5797524" border="0" align="left"/> http://www.shaankirpalani.com/DAME-MAGAZINE http://www.shaankirpalani.com/following/shaankirpalani.com/DAME-MAGAZINE Tue, 08 May 2012 22:48:13 +0000 shaankirpalani.com 2958565 Contributor to DAME Magazine, an online women's interest magazine. Some of my favorite articles: <img src="http://payload32.cargocollective.com/1/2/70257/2958565/black list.png" width="175" height="175" width_o="175" height_o="175" src_o="http://payload32.cargocollective.com/1/2/70257/2958565/black list_o.png" data-mid="15061285" border="0" align="left"/> The Black List - Proof Positive Hollywood Doesn't Know What Its Doing. <img src="http://payload32.cargocollective.com/1/2/70257/2958565/cculture china.png" width="175" height="175" width_o="175" height_o="175" src_o="http://payload32.cargocollective.com/1/2/70257/2958565/cculture china_o.png" data-mid="15061289" border="0" align="left"/> Copycat Culture - Whether You Call It 'Karaoke Capitalism' or 'Intellectual Property Theft,' The Great Chinese Rip-Off Is Well And Truly Underway <img src="http://payload32.cargocollective.com/1/2/70257/2958565/obama-cheek-grab.jpg" width="175" height="175" width_o="175" height_o="175" src_o="http://payload32.cargocollective.com/1/2/70257/2958565/obama-cheek-grab_o.jpg" data-mid="15061475" border="0" align="left"/> Groping The President - President Obama Feels The Love in San Francisco http://www.shaankirpalani.com/D-LINK http://www.shaankirpalani.com/following/shaankirpalani.com/D-LINK Fri, 15 Jul 2011 22:45:27 +0000 shaankirpalani.com 1735132 Create a market presence that speaks to consumers in a way that is both meaningful and authentic – positioning D-Link's flagship line of home networking products as THE wireless solution for connected home entertainment. <img src="http://payload.cargocollective.com/1/2/70257/1735132/amp-2_675.png" width="675" height="238" width_o="675" height_o="238" src_o="http://payload.cargocollective.com/1/2/70257/1735132/amp-2_o.png" data-mid="8532969" border="0" align="left"/> <img src="http://payload.cargocollective.com/1/2/70257/1735132/amp4_675.png" width="675" height="281" width_o="675" height_o="281" src_o="http://payload.cargocollective.com/1/2/70257/1735132/amp4_o.png" data-mid="8532965" border="0" align="left"/> <img src="http://payload.cargocollective.com/1/2/70257/1735132/amp3_675.png" width="675" height="358" width_o="675" height_o="358" src_o="http://payload.cargocollective.com/1/2/70257/1735132/amp3_o.png" data-mid="8532967" border="0" align="left"/> <img src="http://payload.cargocollective.com/1/2/70257/1735132/amp8_675.png" width="675" height="260" width_o="675" height_o="260" src_o="http://payload.cargocollective.com/1/2/70257/1735132/amp8_o.png" data-mid="8532960" border="0" align="left"/> <img src="http://payload.cargocollective.com/1/2/70257/1735132/amp7_675.png" width="675" height="286" width_o="675" height_o="286" src_o="http://payload.cargocollective.com/1/2/70257/1735132/amp7_o.png" data-mid="8532961" border="0" align="left"/> <img src="http://payload.cargocollective.com/1/2/70257/1735132/view.png" width="170" height="36" width_o="170" height_o="36" src_o="http://payload.cargocollective.com/1/2/70257/1735132/view_o.png" data-mid="8643199" border="0" align="left"/> <img src="http://payload.cargocollective.com/1/2/70257/1735132/D-Link Products - DIR-645 - Whole Home Router 1000 (20110717)_675.png" width="675" height="1292" width_o="675" height_o="1292" src_o="http://payload.cargocollective.com/1/2/70257/1735132/D-Link Products - DIR-645 - Whole Home Router 1000 (20110717)_o.png" data-mid="8561228" border="0" align="left"/><img src="http://payload.cargocollective.com/1/2/70257/1735132/D-Link Products - DIR-657 - HD Media Router 1000 (20110717)_675.png" width="675" height="1292" width_o="675" height_o="1292" src_o="http://payload.cargocollective.com/1/2/70257/1735132/D-Link Products - DIR-657 - HD Media Router 1000 (20110717)_o.png" data-mid="8561232" border="0" align="left"/><img src="http://payload.cargocollective.com/1/2/70257/1735132/D-Link Products - DHP-501AV - PowerLine AV 500 Adapter Starter Kit (20110717)_675.png" width="675" height="1463" width_o="675" height_o="1463" src_o="http://payload.cargocollective.com/1/2/70257/1735132/D-Link Products - DHP-501AV - PowerLine AV 500 Adapter Starter Kit (20110717)_o.png" data-mid="8561234" border="0" align="left"/> THE CHALLENGE Technologically speaking, Amplifi is miles ahead of its competition, but let’s face it: as invaluable to modern life as routers, modems and switches may be – they aren’t exactly the sexiest products to build a brand around, or the easiest to tell apart. Not to mention, Amplifi has been targeted at consumers in ‘Connected Entertainment’ - a new-ish market that is relatively niche today, but certain to be mainstream tomorrow. Position the Amplifi brand as too ‘consumery’ and D-Link risked losing their existing base (early adopters/technophiles). Make the copy too ‘Geek’ and technology-heavy, however, and Amplifi would fail to capture the even larger mass market of tomorrow. THE WORK The even-larger challenge (for me, anyway) was the sheer volume of output required for this project - this wasn't a copydeck for one product, rather, an entire line of products: 25 in all. Each with specific and often, new, technologies and feature sets that had to be translated into 'lifestyle solutions' for consumers. AND THEN...they had to be differentiated from one another, to fit their respective lifestyle categories. Yup, it was a tough one - develop a clear and consistent brand voice and value proposition, then express it through 25 different product copydecks. Output: Website Copy, Amazon Product Pages, Sales Kits (internal). WEBSITE COPY: PRODUCT PAGES: VISIT: D-Link.com/Amplifi http://www.shaankirpalani.com/ENDERTECH http://www.shaankirpalani.com/following/shaankirpalani.com/ENDERTECH Fri, 15 Jul 2011 17:15:34 +0000 shaankirpalani.com 1717008 THE BRIEF Help StudioFluid rebuild the EnderTech brand with an improved online presence and an evolved company identity and voice focused on authenticity. THE CHALLENGE EnderTech is a software firm with a very complicated service-set and a bit of an identity crisis. On the one hand, EnderTech is a very accomplished software engineering firm capable of taking on massive data management projects for massive clients (United Oil, USA Artists, to name a few). On the other, EnderTech is a from-the-ground-up local business with a long-list of startup successes: simple websites, small eCommerce projects, etc. Too much emphasis in their technical expertise, and EnderTech would risk pigeonholing themselves as another faceless tech firm ONLY interested in large projects. Too chummy and startup-y, however, and the firm risked not being taken seriously and losing out on larger corporate clients and their lucrative projects. The trick in positioning the EnderTech brand, for me anyway, became how to talk about tech without talking about tech and leave site visitors with two impressions: 1) these guys know what they're talking about 2) these guys are honest, authentic and rad. THE WORK The first idea we had at StudioFluid was to turn EnderTech into a people-first technology firm, placing images and quotes of their people everywhere on the site. The idea being that the best way to make EnderTech feel like a living/breathing tech firm staffed by people (not robots) was to put their people front and center. This design strategy was also a key competitive differentiator. The next task was to craft copy that talked about tech without talking about tech. After a bit of brainstorming, we found a common denominator across all of EnderTech's services - 'creative problem solving' - and built the brand from there. EnderTech, in essence became a creative technology firm first and a software development agency second. The idea being that no matter the client, or the size of the budget, EnderTech's primary 'value' is an ability to solve complicated technology problems. WEB COPY: <img src="http://payload.cargocollective.com/1/2/70257/1717008/view.png" width="170" height="36" width_o="170" height_o="36" src_o="http://payload.cargocollective.com/1/2/70257/1717008/view_o.png" data-mid="8647048" border="0" align="left"/> <img src="http://payload.cargocollective.com/1/2/70257/1717008/Et_Website_05-3_675.png" width="675" height="585" width_o="675" height_o="585" src_o="http://payload.cargocollective.com/1/2/70257/1717008/Et_Website_05-3_o.png" data-mid="8526614" border="0" align="left"/> <img src="http://payload.cargocollective.com/1/2/70257/1717008/Et_Website_05-4_675.jpg" width="675" height="680" width_o="675" height_o="680" src_o="http://payload.cargocollective.com/1/2/70257/1717008/Et_Website_05-4_o.jpg" data-mid="8526609" border="0" align="left"/> <img src="http://payload.cargocollective.com/1/2/70257/1717008/Et_Website_05-16_675.jpg" width="675" height="687" width_o="675" height_o="687" src_o="http://payload.cargocollective.com/1/2/70257/1717008/Et_Website_05-16_o.jpg" data-mid="8526608" border="0" align="left"/> <img src="http://payload.cargocollective.com/1/2/70257/1717008/Et_Website_05-7_675.png" width="675" height="690" width_o="675" height_o="690" src_o="http://payload.cargocollective.com/1/2/70257/1717008/Et_Website_05-7_o.png" data-mid="8526610" border="0" align="left"/> <img src="http://payload.cargocollective.com/1/2/70257/1717008/Et_Website_05-6_675.png" width="675" height="639" width_o="675" height_o="639" src_o="http://payload.cargocollective.com/1/2/70257/1717008/Et_Website_05-6_o.png" data-mid="8526612" border="0" align="left"/> <img src="http://payload.cargocollective.com/1/2/70257/1717008/Et_Website_05-17_675.jpg" width="675" height="566" width_o="675" height_o="566" src_o="http://payload.cargocollective.com/1/2/70257/1717008/Et_Website_05-17_o.jpg" data-mid="8526606" border="0" align="left"/> SITE BEFORE REDESIGN: <img src="http://payload.cargocollective.com/1/2/70257/1717008/view.png" width="170" height="36" width_o="170" height_o="36" src_o="http://payload.cargocollective.com/1/2/70257/1717008/view_o.png" data-mid="8647048" border="0" align="left"/><img src="http://payload.cargocollective.com/1/2/70257/1717008/ETECH old home_675.png" width="675" height="1085" width_o="675" height_o="1085" src_o="http://payload.cargocollective.com/1/2/70257/1717008/ETECH old home_o.png" data-mid="8444824" border="0" align="left"/><img src="http://payload.cargocollective.com/1/2/70257/1717008/etech old 2_675.png" width="675" height="1016" width_o="675" height_o="1016" src_o="http://payload.cargocollective.com/1/2/70257/1717008/etech old 2_o.png" data-mid="8444830" border="0" align="left"/> VISIT: EnderTech.com http://www.shaankirpalani.com/TAXI http://www.shaankirpalani.com/following/shaankirpalani.com/TAXI Mon, 21 Mar 2011 21:03:27 +0000 shaankirpalani.com 1199910 THE BRIEF A guerilla ambient campaign persuading bargoers to dial ‘#TAXI’ instead of drive home. THE CHALLENGE Getting a taxi is pretty straightforward everywhere. Everywhere except Los Angeles. Taxis aren’t hailed in LA, they’re called. When (and if) they arrive – Angelenos are whisked away not to neighborhoods, but to neighboring cities. It’s expensive and it’s a headache. A such, most Angelenos choose to drive themselves. And often they choose to drive drunk. If only there was a way to call a cab in Los Angeles that is as reliable and fast as hailing one in Manhattan – a ritual as routine as dialing 911 for an emergency or 411 for information or… #TAXI for a ride home. THE WORK #TAXI would get little value from an expensive traditional media campaign. Word of mouth works the best, but its slow. Our campaign focuses on spreading the word, where word is spread: bars and nightclubs. And do it with guerilla-like unobtrusiveness. Our campaign focused ambient media – bathroom stall posters and drink coasters. The message is straightforward, talking to people instead of down to them. Encouraging people to ‘Think About It.’ Then call #TAXI. AMBIENT CAMPAIGN: <img src="http://payload.cargocollective.com/1/2/70257/1199910/-taxi.jpg" width="648" height="835" width_o="648" height_o="835" src_o="http://payload.cargocollective.com/1/2/70257/1199910/-taxi_o.jpg" data-mid="17302799" border="0" align="left"/> <img src="http://payload.cargocollective.com/1/2/70257/1199910/view.png" width="170" height="36" width_o="170" height_o="36" src_o="http://payload.cargocollective.com/1/2/70257/1199910/view_o.png" data-mid="8646967" border="0" align="left"/> <img src="http://payload.cargocollective.com/1/2/70257/1199910/-TAXI_CREATIVE_BRIEF-6_675_675.jpg" width="675" height="481" width_o="675" height_o="481" src_o="http://payload.cargocollective.com/1/2/70257/1199910/-TAXI_CREATIVE_BRIEF-6_675_o.jpg" data-mid="8646940" border="0" align="left"/> <img src="http://payload.cargocollective.com/1/2/70257/1199910/coastermaster_675.jpg" width="675" height="511" width_o="675" height_o="511" src_o="http://payload.cargocollective.com/1/2/70257/1199910/coastermaster_o.jpg" data-mid="5991903" border="0" align="left"/> <img src="http://payload.cargocollective.com/1/2/70257/1199910/coaster3_675.png" width="675" height="328" width_o="1334" height_o="650" src_o="http://payload.cargocollective.com/1/2/70257/1199910/coaster3_o.png" data-mid="5991988" border="0" align="left"/> <img src="http://payload.cargocollective.com/1/2/70257/1199910/coasteer2_675.png" width="675" height="333" width_o="675" height_o="333" src_o="http://payload.cargocollective.com/1/2/70257/1199910/coasteer2_o.png" data-mid="5991991" border="0" align="left"/> <img src="http://payload.cargocollective.com/1/2/70257/1199910/coaster1_675.png" width="675" height="330" width_o="675" height_o="330" src_o="http://payload.cargocollective.com/1/2/70257/1199910/coaster1_o.png" data-mid="5991993" border="0" align="left"/> CREATIVE BRIEF: <img src="http://payload.cargocollective.com/1/2/70257/1199910/view.png" width="170" height="36" width_o="170" height_o="36" src_o="http://payload.cargocollective.com/1/2/70257/1199910/view_o.png" data-mid="8646967" border="0" align="left"/> <img src="http://payload.cargocollective.com/1/2/70257/1199910/-TAXI_CREATIVE_BRIEF-1_675.jpg" width="675" height="522" width_o="675" height_o="522" src_o="http://payload.cargocollective.com/1/2/70257/1199910/-TAXI_CREATIVE_BRIEF-1_o.jpg" data-mid="5788271" border="0" align="left"/> <img src="http://payload.cargocollective.com/1/2/70257/1199910/-TAXI_CREATIVE_BRIEF-2_675.jpg" width="675" height="522" width_o="675" height_o="522" src_o="http://payload.cargocollective.com/1/2/70257/1199910/-TAXI_CREATIVE_BRIEF-2_o.jpg" data-mid="5788270" border="0" align="left"/> <img src="http://payload.cargocollective.com/1/2/70257/1199910/-TAXI_CREATIVE_BRIEF-3_675.jpg" width="675" height="522" width_o="675" height_o="522" src_o="http://payload.cargocollective.com/1/2/70257/1199910/-TAXI_CREATIVE_BRIEF-3_o.jpg" data-mid="5788269" border="0" align="left"/> <img src="http://payload.cargocollective.com/1/2/70257/1199910/-TAXI_CREATIVE_BRIEF-4_675.jpg" width="675" height="522" width_o="675" height_o="522" src_o="http://payload.cargocollective.com/1/2/70257/1199910/-TAXI_CREATIVE_BRIEF-4_o.jpg" data-mid="5788267" border="0" align="left"/> <img src="http://payload.cargocollective.com/1/2/70257/1199910/-TAXI_CREATIVE_BRIEF-5_675.jpg" width="675" height="522" width_o="675" height_o="522" src_o="http://payload.cargocollective.com/1/2/70257/1199910/-TAXI_CREATIVE_BRIEF-5_o.jpg" data-mid="5788266" border="0" align="left"/> <img src="http://payload.cargocollective.com/1/2/70257/1199910/-TAXI_CREATIVE_BRIEF-6_675.jpg" width="675" height="522" width_o="675" height_o="522" src_o="http://payload.cargocollective.com/1/2/70257/1199910/-TAXI_CREATIVE_BRIEF-6_o.jpg" data-mid="5788265" border="0" align="left"/> <img src="http://payload.cargocollective.com/1/2/70257/1199910/-TAXI_CREATIVE_BRIEF-7_675.jpg" width="675" height="522" width_o="675" height_o="522" src_o="http://payload.cargocollective.com/1/2/70257/1199910/-TAXI_CREATIVE_BRIEF-7_o.jpg" data-mid="5788264" border="0" align="left"/> <img src="http://payload.cargocollective.com/1/2/70257/1199910/-TAXI_CREATIVE_BRIEF-11_675.jpg" width="675" height="522" width_o="675" height_o="522" src_o="http://payload.cargocollective.com/1/2/70257/1199910/-TAXI_CREATIVE_BRIEF-11_o.jpg" data-mid="5788263" border="0" align="left"/> <img src="http://payload.cargocollective.com/1/2/70257/1199910/-TAXI_CREATIVE_BRIEF-13_675.jpg" width="675" height="522" width_o="675" height_o="522" src_o="http://payload.cargocollective.com/1/2/70257/1199910/-TAXI_CREATIVE_BRIEF-13_o.jpg" data-mid="5788262" border="0" align="left"/> http://www.shaankirpalani.com/AKG-HEADPHONES http://www.shaankirpalani.com/following/shaankirpalani.com/AKG-HEADPHONES Mon, 21 Mar 2011 18:09:10 +0000 shaankirpalani.com 1198761 THE BRIEF Develop a voice for AKG's line of consumer headphones and create copy for both web and print that speaks to a mainstream consumer audience for the launch of their 2011 product line. THE CHALLENGE AKG has been making some of the world’s finest professional-grade audio recording equipment for decades. In the consumer marketplace, however, AKG is a relative unknown. To successfully enter it, AKG needed warm, consumer-friendly copy that leveraged their years of audio-engineering excellence without coming across as too wonky and elitist. THE WORK I first developed the AKG ‘Voice’ in the 2011 Brand Guidelines, translating it into a robust, descriptive copydeck for each AKG headphone model (52 in all). Each copydeck included an individual header, subheader, short and long descriptions and was used in the company website, product catalog, Amazon product pages, packaging, and press releases. To kick off the launch, AKG elicited sponsorship from Quincy Jones, creating a signature line of headphones for the legendary artist. Working with AKG Art Director, Kat Earnshaw, I wrote various print and banner ads for the Quincy Jones campaign. PRINT CAMPAIGNS: <img src="http://payload.cargocollective.com/1/2/70257/1198761/view.png" width="170" height="36" width_o="170" height_o="36" src_o="http://payload.cargocollective.com/1/2/70257/1198761/view_o.png" data-mid="8643500" border="0" align="left"/> <img src="http://payload.cargocollective.com/1/2/70257/1198761/AKG1093_Q460_RobbReport_Oct.jpg" width="670" height="935" width_o="675" height_o="942" src_o="http://payload.cargocollective.com/1/2/70257/1198761/AKG1093_Q460_RobbReport_Oct_o.jpg" data-mid="5782345" border="0" align="left"/><img src="http://payload.cargocollective.com/1/2/70257/1198761/Quincy_KansasAD Home-Garden.jpg" width="670" height="875" width_o="675" height_o="882" src_o="http://payload.cargocollective.com/1/2/70257/1198761/Quincy_KansasAD Home-Garden_o.jpg" data-mid="5782354" border="0" align="left"/><img src="http://payload.cargocollective.com/1/2/70257/1198761/Q Poster.png" width="670" height="1094" width_o="675" height_o="1103" src_o="http://payload.cargocollective.com/1/2/70257/1198761/Q Poster_o.png" data-mid="5782388" border="0" align="left"/> <img src="http://payload.cargocollective.com/1/2/70257/1198761/3_DJ181_K370_collegeposters-1 copy_675.png" width="675" height="1013" width_o="675" height_o="1013" src_o="http://payload.cargocollective.com/1/2/70257/1198761/3_DJ181_K370_collegeposters-1 copy_o.png" data-mid="8646380" border="0" align="left"/><img src="http://payload.cargocollective.com/1/2/70257/1198761/3_DJ181_K370_collegeposters-2 copy_675.png" width="675" height="1013" width_o="675" height_o="1013" src_o="http://payload.cargocollective.com/1/2/70257/1198761/3_DJ181_K370_collegeposters-2 copy_o.png" data-mid="8646474" border="0" align="left"/> WEBSITE COPY: <img src="http://payload.cargocollective.com/1/2/70257/1198761/view.png" width="170" height="36" width_o="170" height_o="36" src_o="http://payload.cargocollective.com/1/2/70257/1198761/view_o.png" data-mid="8643500" border="0" align="left"/> <img src="http://payload.cargocollective.com/1/2/70257/1198761/Picture 5.png" width="670" height="445" width_o="675" height_o="449" src_o="http://payload.cargocollective.com/1/2/70257/1198761/Picture 5_o.png" data-mid="5783024" border="0" align="left"/><img src="http://payload.cargocollective.com/1/2/70257/1198761/Picture 4.png" width="670" height="505" width_o="675" height_o="509" src_o="http://payload.cargocollective.com/1/2/70257/1198761/Picture 4_o.png" data-mid="5783027" border="0" align="left"/><img src="http://payload.cargocollective.com/1/2/70257/1198761/Picture 3.png" width="670" height="449" width_o="675" height_o="453" src_o="http://payload.cargocollective.com/1/2/70257/1198761/Picture 3_o.png" data-mid="5783030" border="0" align="left"/> <img src="http://payload.cargocollective.com/1/2/70257/1198761/Picture 2.png" width="670" height="541" width_o="675" height_o="546" src_o="http://payload.cargocollective.com/1/2/70257/1198761/Picture 2_o.png" data-mid="5783032" border="0" align="left"/> VISIT: AKG.com/QuincyJones http://www.shaankirpalani.com/UGG-AUSTRALIA http://www.shaankirpalani.com/following/shaankirpalani.com/UGG-AUSTRALIA Thu, 09 Dec 2010 19:32:22 +0000 shaankirpalani.com 845932 THE BRIEF Develop a humorous viral video campaign to appeal to men and make them aware that UGG is more than the Boot, so popular among women – its a shoe company with great stuff for guys. THE CHALLENGE Brand recognition for UGG skews so strongly female that most guys have no idea UGG has an entire line of mens shoes, let alone how awesome and comfortable they are. Add to that UGG’s existing visual language (couture comfort, beautiful people wearing UGGs in beautiful outdoor places) wasn’t doing much to persuade men either. UGG needed a campaign that was humorous, self-effacing, and ultimately, making it ‘cool’ for guys to wear UGGs. THE WORK I created 4 concepts, developing a campaign around the tagline ‘Take Care of Your Feet, and They’ll Take Care Of You.’ The idea being: A man’s feet are his best friends, but what thanks do they get? Treat your feet to a comfy pair of UGGs and they’ll return the favor, tenfold. An oversized pair of feet would accompany a typical guy in humorous situations and get him out of a jam. Examples: give a kickass speech at his wedding, be his wingman at a bar, pick his golfclub, or argue with his girlfriend and win, to name a few. <img src="http://payload.cargocollective.com/1/2/70257/845932/U2.jpg" width="670" height="1045" width_o="860" height_o="1342" src_o="http://payload.cargocollective.com/1/2/70257/845932/U2_o.jpg" data-mid="4114232" border="0" align="left"/> <img src="http://payload.cargocollective.com/1/2/70257/845932/U3.jpg" width="670" height="1046" width_o="860" height_o="1343" src_o="http://payload.cargocollective.com/1/2/70257/845932/U3_o.jpg" data-mid="4114230" border="0" align="left"/> <img src="http://payload.cargocollective.com/1/2/70257/845932/U4.jpg" width="670" height="1080" width_o="860" height_o="1387" src_o="http://payload.cargocollective.com/1/2/70257/845932/U4_o.jpg" data-mid="4114229" border="0" align="left"/> <img src="http://payload.cargocollective.com/1/2/70257/845932/U5.jpg" width="670" height="1098" width_o="860" height_o="1410" src_o="http://payload.cargocollective.com/1/2/70257/845932/U5_o.jpg" data-mid="4114226" border="0" align="left"/> http://www.shaankirpalani.com/BOXEE http://www.shaankirpalani.com/following/shaankirpalani.com/BOXEE Thu, 09 Dec 2010 19:32:21 +0000 shaankirpalani.com 845928 THE BRIEF Create copy for both web and print for the Boxee Digital Media Player: A digital everything device positioned to ‘cut the cable’ and liberate at-home entertainment from the decades-old modality of conventional television. THE CHALLENGE The fundamental difficulties with crafting a messaging strategy for the Boxee Box: a. Most people don't even know it exists (yet, it's something that would change their lives for the better). b. it's technically hard to describe in one sentence, unless that person you are describing it to is familiar in the space of consumer tech. and, c. It's relatively unknown brand up against the behemoth AppleTV and GoogleTV. THE WORK Using the taglines, ‘Finally TV Gets It’ and ‘The One Box Your TV Needs,’ to simultaneously explain Boxee’s unique value proposition and motivate people to investigate and learn why, exactly, they need this amazing little device, I began by developing a messaging matrix of appropriate language and talking points for the company’s marketing department. Using that, I produced a range of short and long copy for the company website, product micropage, Amazon product page, scripts for animated ‘How-To’ videos, and various banner and print ads. VIDEO: WEBSITE CONTENT: <img src="http://payload.cargocollective.com/1/2/70257/845928/view.png" width="170" height="36" width_o="170" height_o="36" src_o="http://payload.cargocollective.com/1/2/70257/845928/view_o.png" data-mid="8643801" border="0" align="left"/> <img src="http://payload.cargocollective.com/1/2/70257/845928/Picture 14_12.png" width="670" height="418" width_o="675" height_o="422" src_o="http://payload.cargocollective.com/1/2/70257/845928/Picture 14_12_o.png" data-mid="5700440" border="0" align="left"/> <img src="http://payload.cargocollective.com/1/2/70257/845928/Picture 15_13.png" width="670" height="473" width_o="675" height_o="477" src_o="http://payload.cargocollective.com/1/2/70257/845928/Picture 15_13_o.png" data-mid="5700577" border="0" align="left"/> <img src="http://payload.cargocollective.com/1/2/70257/845928/Picture 17_17.png" width="670" height="263" width_o="675" height_o="265" src_o="http://payload.cargocollective.com/1/2/70257/845928/Picture 17_17_o.png" data-mid="5700567" border="0" align="left"/><img src="http://payload.cargocollective.com/1/2/70257/845928/Picture 18_15.png" width="670" height="219" width_o="675" height_o="221" src_o="http://payload.cargocollective.com/1/2/70257/845928/Picture 18_15_o.png" data-mid="5700570" border="0" align="left"/><img src="http://payload.cargocollective.com/1/2/70257/845928/Picture 22.png" width="670" height="312" width_o="675" height_o="315" src_o="http://payload.cargocollective.com/1/2/70257/845928/Picture 22_o.png" data-mid="5700571" border="0" align="left"/><img src="http://payload.cargocollective.com/1/2/70257/845928/Picture 19.png" width="670" height="262" width_o="675" height_o="264" src_o="http://payload.cargocollective.com/1/2/70257/845928/Picture 19_o.png" data-mid="5700572" border="0" align="left"/><img src="http://payload.cargocollective.com/1/2/70257/845928/Picture 20.png" width="670" height="356" width_o="675" height_o="359" src_o="http://payload.cargocollective.com/1/2/70257/845928/Picture 20_o.png" data-mid="5700575" border="0" align="left"/><img src="http://payload.cargocollective.com/1/2/70257/845928/Picture 21.png" width="670" height="234" width_o="675" height_o="236" src_o="http://payload.cargocollective.com/1/2/70257/845928/Picture 21_o.png" data-mid="5700576" border="0" align="left"/><img src="http://payload.cargocollective.com/1/2/70257/845928/Picture 16_14.png" width="670" height="316" width_o="675" height_o="319" src_o="http://payload.cargocollective.com/1/2/70257/845928/Picture 16_14_o.png" data-mid="5700578" border="0" align="left"/><img src="http://payload.cargocollective.com/1/2/70257/845928/Picture 14_22.png" width="670" height="418" width_o="675" height_o="422" src_o="http://payload.cargocollective.com/1/2/70257/845928/Picture 14_22_o.png" data-mid="5700579" border="0" align="left"/> TAGLINES/SLOGAN: <img src="http://payload.cargocollective.com/1/2/70257/845928/view.png" width="170" height="36" width_o="170" height_o="36" src_o="http://payload.cargocollective.com/1/2/70257/845928/view_o.png" data-mid="8643801" border="0" align="left"/> <img src="http://payload.cargocollective.com/1/2/70257/845928/Picture 25.png" width="670" height="250" width_o="860" height_o="322" src_o="http://payload.cargocollective.com/1/2/70257/845928/Picture 25_o.png" data-mid="4081264" border="0" align="left"/> <img src="http://payload.cargocollective.com/1/2/70257/845928/Picture 2_18.png" width="670" height="224" width_o="700" height_o="235" src_o="http://payload.cargocollective.com/1/2/70257/845928/Picture 2_18_o.png" data-mid="5700210" border="0" align="left"/> <img src="http://payload.cargocollective.com/1/2/70257/845928/Picture 1.png" width="670" height="419" width_o="860" height_o="538" src_o="http://payload.cargocollective.com/1/2/70257/845928/Picture 1_o.png" data-mid="4081266" border="0" align="left"/> <img src="http://payload.cargocollective.com/1/2/70257/845928/Picture 5.png" width="670" height="469" width_o="675" height_o="473" src_o="http://payload.cargocollective.com/1/2/70257/845928/Picture 5_o.png" data-mid="5700241" border="0" align="left"/>