Air travel had sunk to an all-time low. And for some reason airlines were being allowed to operate on a different set of ground rules than any other service industry. Enter JetBlue. A company that was built around the notion of putting the customer first in everything they did. And now, with this new campaign,they had the rallying cry to both keep them on track and let the world know there was another way to fly that didn’t involve the normal human sacrifice. This answer came in three simple words. You Above All.
Chicco asked us to make an emotionally empowering video geared towards mothers. We aimed to show this hard working, multi-tasked set that they’re doing a much better job than they’re giving themselves credit for.
Everyone in this video had a real role in Jessica’s life, except the HR manager whom we cast (And briefed). Her surprise, emotional response, and the outpouring of love she received was 100% authentic.
Boston Children’s Hospital needed a video to play at the launch of their fundraising campaign “Dream Dare Deliver.”
Our brief was simple—showcase all the discoveries taking place at BCH
in an inspirational way that felt different than all the other talking-head hospital videos out there.
But how were we supposed to explain some of the world’s most advanced technologies and research in a way that was so simple even a child could understand it?
Answer: We approached it like a kid would with amazement, wonder and a LOT of ignorance about the subject—and we wrote a children’s book.
We then partnered with Tronco, a production company in Argentina, to handcraft our story out of paper and turn it into a pop-up book. Together, we concepted how to visually portray these very complicated technologies in the simplest way possible. And then, we filmed every page turn, tab pull and fold of the page in-camera, without any Hollywood special effects. Just pure craft all the way.
The life and death of Jesus has been called the greatest story ever told. So how do you tell it in a new way? That was the challenge posed to Mullen by National Geographic in the lead up to their latest historical drama, Killing Jesus. To achieve this, we gathered a team of creative, technology, historical and religious experts to push the narrative beyond the one well-known perspective. And instead, created an immersive, parallax HTML5 experience that told the story from three very distinct points of view. We combined custom hand-painted artwork with an original score, voice-over talent from the film, historical and archaeological content, and over 6,000 hours of development time, to create the greatest story ever retold.
To kick off The '80's: The Decade That Made Us, on the National Geographic channel, we launched explorethe80s.com, an interactive HTML5 experience that takes users on an interactive tour of the 80’s. Covering everything from Kenny Loggins, Apple, and Dallas to cocaine, junk bonds, and the Cold War.
iPhone on U.S. Cellular
Boulder Digital Works is one of the most progressive digitally-focused graduate programs in the world and it needed its website to reflect that. The digital landscape is in a state of constant change so we created a website that changes with it.
We developed a bookmarking system that we gave to all BDW community members, asking them to tag inspiring sites that they feel represent everything from the most cutting edge digital creative work to the latest business trends. These tagged sites then become the BDW homepage. A custom facebook commenting system allows site visitors to add their own comments — further extending the reach of this growing community. We also completely reinvented their application process, essentially doubling their applicant pool in a matter of weeks.
We needed to create buzz in LA about JetBlue’s “First Bag Free” baggage policy. So we tapped into a truth Hollywood was already talking about. The fact that Celebrities carry a lot of excess baggage. And positioned JetBlue as the one to help free them of it.
We kicked off the JetBlue Celebrity Baggage campaign with an open letter to celebrities in the LA Times. It asked them to hand over their excess baggage to JetBlue, so it could do some good for a change and be auctioned off for charity. Celebs like Lindsay Lohan, Kelly Osborne, Ryan Seacrest, Jessica Simpson, Donald Trump and many others generously donated actual bags from their personal collection in response. The whole 2-week auction took place on eBay. And we drove to it by creating a museum like display on the streets of Santa Monica complete with QR Codes and interactive touch screens. We also took out a series of mobile and rich media ads that allowed users to bid on their favorite celebrity’s bag directly from the banner itself. Response in the social community was huge and even the Celebrities themselves sent out tweets to raise the price of their own bag. And the entire 2 week campaign resulted in $44k dollars raised for charity, over 8k new Facebook fans, and over 68 million sets of eyes on our First bag Flies Free Messaging due to press coverage of the campaign.
We were tasked with positioning Nook as a tablet that helps people explore their passions and interests.
So we created this series of quiet and inviting :15s that focused in on individual moments of discovery and achievement. Where each person has presumably used Barnes & Noble's NOOK to find their own nook in life.
Google asked people all over the world to submit ideas for what they would do if they “had glass.” So we helped JetBlue become one of the only brands to get in on the action. Within 5 hours of the request, we drove to the airport, brainstormed ideas, and put together a small submission that got noticed in a big way. Within 24 hours the Jetblue submission was picked up by Fast Company, Business Insider, Engaget, PC Magazine, Gadling, San Francisco Chronical, GeekSugar, Tech Crunch and countless others.
Nickelodeon wanted to introduce the “The Big Help” to a new generation of kids. Philanthropy and social action is everywhere and accessible for adults, yet no-one has really given children an avenue into ownership or enabled kids to contribute on their terms. Primary research showed us that kids have an innate desire to help, they just don’t know how. We combined their love for online gaming and their desire to help by developing a multi-platform approach that meshes the real world and virtual world together — KIDS ON A MISSION, a community based game that is fueled by real world actions.
This site for the second chance draw of BK's "Reveal the Secret" game allowed users to search for the treasure by following a beam of light as it moves across the landscape. If a visitor dug at the perfect time they had a chance to win the jackpot prize of $10,000.
In addition we created a unique banner placement that encouraged people NOT to touch the Whopper. If they didn't heed our warnings the browser walls would start closing in. They could only escape if they solved the puzzle before their cursor was crushed!
Alan Webb holds the American national record in the mile, with a time of 3:46.91, making him one of the fastest runners in the country. Utilizing NIKE's partnership with Webb, we created a campaign that aimed to show people they could run like Alan Webb, just a little slower.
People know JetBlue as an airline, but they don’t know that JetBlue offers flights, hotels, wheels and more via their JetBlue Getaways product. So to increase awareness of this product in a crowded category, we created a unique brand identity and voice that complimented the mater brand, while differentiating it from the rest of JetBlue’s offerings. We even created some unique site takeovers and installations to relaunch this product.
In partnership with the National Park Foundation, we created a time-lapse screensaver that changes based on the users time of day. With hundreds of images from midnight to midday, we sought to showcase the beauty of our national parks.
We needed to remind Bostonians that JetBlue has the most nonstop routes out of Boston. So we created the first nonstop banner, that never ends. Users were encouraged to scroll to the right to continuously reveal the banner encountering JetBlue's nonstop destinations along the way.