Brett Craig / Group Creative Director

Pepsi Superbowl 2012

brettcraig — Sat, 11 Feb 2012 23:04:00 +0000

Pepsi returned to it’s music roots this year in a big way. First, with a partnership with The X Factor. And then, with a :60 Superbowl Ad featuring Sir Elton John and the winner of The X Factor, Melanie Amaro. We also made a extended music video out of the film (see below), which people could unlock by tagging the song when the spot aired on the Superbowl. Check it out:

Tostitos

brettcraig — Sat, 07 Jan 2012 21:57:04 +0000

Group Creative Director

The Tostitos brand decided they wanted to get back to their roots as a party brand. So, we created a party bag, er, spokesbag.

Tostitos, in addition to being a sponsor of the Fiesta Bowl, was also a Heisman candidate. Who knew.

Of course, being the socialite he is, Tostitos is hip to social media.

CALL OF DUTY BLACK OPS REZURRECTION DLC TRAILER

brettcraig — Sat, 03 Sep 2011 22:14:44 +0000

GROUP CREATIVE DIRECTOR

The new zombie DLC package, Rezurrection, takes place on, where else, the moon. To promote this unique setting for Call of Duty’s much-loved Zombie mode, we came up Call of Duty Zombie labs.

Ipad ad to the Max

brettcraig — Sat, 07 May 2011 21:28:30 +0000

GROUP CREATIVE DIRECTOR

When Pepsi asked us to make an tablet a for Pepsi Max, we thought we’d create the most advanced tablet ad in history, using every last useful – and pointless – functionality a tablet has to offer. The result? Ipad Ad to the Max. Finally, there’s a real reason to own a tablet.

CALL OF DUTY: BLACK OPS – THE BIGGEST ENTERTAINMENT LAUNCH EVER

brettcraig — Sun, 28 Nov 2010 23:40:18 +0000

GROUP CREATIVE DIRECTOR

The Call of Duty Franchise has been played by 55 million people worldwide. But the people who play are not always who you’d expect – it’s your neighbor, your doctor and that lawyer that just passed you on the street.

For Call of Duty: Black Ops, we decided to celebrate this game’s incredible appeal, while inviting even more people to discover what they’ve been missing out on.

But we needed to do it without alienating the all-important core gamers.

The campaign idea? There’s a soldier in all of us. It was a universal truth that struck a cord with people, helping Black Ops become the biggest launch in entertainment history.

The launch :60 was named one of the “Top 10 Most Innovative Viral Ads” of the year by Mashable.

YOUTUBE TAKEOVER

OOH

BUZZ

When you invite the masses in, you do so at the risk of alienating the core gamers. Judging by the response, the campaign clearly struck the right balance.