Work Samples/Case Studies

WORK SAMPLES Justin Archer [email protected] 404.247.6566

ABOUT ME I am an award winning Executive Creative Director living and working in the metro Atlanta area. I’ve worked in advertising since 1997 with a primary focus on all things digital. I am a strategist, an innovator, a team leader, a designer, a doer, a re-doer, a results getter. I love collaboration and promote it every chance I get. I believe that a great idea can come from anywhere, and I want to hear them all. I love working with great clients and great people. My sole goal in my professional career is to IMPRESS. Impress the clients, impress my co-workers and impress my friends and family. I love to create beautiful things.

WORK HISTORY

Moxie - VP, Executive Creative Director 2011 thru Present Moxie - VP, Group Creative Director 2009 thru 2011 Moxie - Creative Director 2008 thru 2009 Moxie Interactive - ACD 2006 thru 2008 Moxie Interactive - Art Director 2004 thru 2006 Moxie Interactive - Senior Designer 2003 thru 2004 Studiocom - Art Director 2002 thru 2003

Rare Medium - Senior Visual Designer 2000 thru 2002 MacQuarium - Designer 1998 thru 2000 Brick House Editorial - Video Editor 1997 thru 1998 GCATT - Multimedia Designer 1996 thru 1997 NBC Olympics - Production Assistant 1996 Crawford Comm. - Production Assistant 1995 thru 1996

CLIENT LIST

IndieVest Jenny Craig Lifetime Micorsoft NFL Nordstrom Pennington Publix Relativity Media Ritz Carlton Sallie Mae Scion TBS TNT Trugreen Ubisoft Verizon Warner Brothers

20th Century Fox Amdro Art Institute AT&T Bellsouth BET Cartoon Network Chase Coca Cola Coleman Powermate Delta Airlines Dolphin Secure Epson Fiserv Frank's Red Hot French's FX HP

AWARDS WON

Addy Awards Best of Show 1 Gold 2 Silver AIMA Award Best of Show AMY Award 1 Gold IMA Award Award for Outstanding Achievement Horizon Award 3 Bronze iNova Award 3 Bronze

Internet Advertising Award 1 Gold MIXX Award 1 Silver 1 Bronze Pointroll Beanie Award Show South Award 1 Silver SIAA Award 1 Silver Webby Award Of!cial Honoree

CASE STUDIES

The following pages are a few cases studies that I put together to showcase a particular breadth of work. They include all types of digital advertising initiatives including innovation, mobile, social, digital OOH strategic thinking and more. If you would like to see more they are available upon request.

CARTOON NETWORK Level Up Movie Premier

Insight Cartoon Network was premiering a live action movie exclusively on their network. Kids are mass consumers of content they enjoy. We set out to make them aware of this exciting new piece of programming. Idea Create impactful media integrations and target kids with games and apps that they would love to interact with all while learning about the show and the characters that star in it. Mobile was a key medium as kids are tech savvy and heavy mobile users. Impact Level Up premiered on Wednesday, Nov. 23, 7-8:30 p.m., as the #1 telecast in its time period, out-performing all other networks among kids 6-11. It also was the #1 telecast of the day among kids 9-14 and all boys.



YouTube Page Mimic

We designed, directed, and produced a custom video shoot to appear on a YouTube page mimic. We incorporated the characters of Level Up battling a 3D troll that entered thru a wormhole all the while destroying the YouTube page. At the end of the battle users could view trailers and

exclusive videos promoting the movie premier. View it live here: https://vimeo.com/38167458


Rich Media Ad Units

We also created a media blitz. Buying up key high impact media placements where we knew the kids would be online. Each of the executions were big, bold and in-your-face. The ad units also possessed video capabilities to show clips of the show as well as interactive games for the kids to enjoy.


Rich Media Game

Kids love games. Therefore another big rich media push we crafted was an in-banner, over-the-page, hidden easter egg game. Kids had to !nd all the portal leaks before the time expired. All the while being presented with the message of tune in.


Paper Craft

These paper craft foldable characters served as a reward to participants who completed !nding all the portal leaks in the rich media ad unit game. Once they had successfully discovered all the leaks we linked them to a downloadable PDF where they could fold, craft and display their favorite

Level Up character.


Apple iAd

Kids love mobile. So we set out to target them where they spend the most time. We developed this iAd that allowed participants to watch videos, exclusive clips, explore the show’s characters, download trading cards and more. This iAd went on to be featured in Apple’s iAd gallery as one of

their “best of class.”


Tablet App

We didn’t forget about the tablets either. Here we also target kids and their thirst for entertainment. Similar to the functionality on the iAd participants could learn about the show’s characters one video and interactive experience at a time.


Flip Cam Exclusives

As part of our social strategy we armed the cast and crew with HD Flip Cams while they were !lming in Vancouver, Canada. Each week we would seed the behind the scenes footage on the Level Up Facebook page for fans to see.


Social Campaign

A big part of sustaining the momentum of the movie premier campaign for Level Up was to manage and promote its presence in the social space. We developed a strategy and release calendar to carefully push out content to consumers. This kept their hunger for the premier high as well as

their engagement. The Facebook page featured behind the scenes footage from the cast while !lming on the set.


PR Stunt

Finally, we came up with a PR stunt to reveal at San Diego Comic Con to help drive awareness of the Level Up movie premier. We hired a street team, mounted #at screens to their back, and had them walk the convention center asking if they could hold a comic con goer’s place in line while they took a bathroom break or grabbed some food. While they held the goer’s place in line Level Up trailers were playing on the backpack mounted

screens for the other line waiters to watch and enjoy.

View it live here: https://vimeo.com/48263694

NEXT STUDY

VERIZON WIRELESS NFL Mobile

Insight Verizon Wireless was awarded the contract to stream every NFL game to their devices via an NFL Mobile App. They wanted to drive awareness and downloads of said app. Idea Create a campaign around “Live Is Better” letting consumers know that they deserve to know about all the great NFL action live, as it happens. As opposed to reading about it later or even the next day. Impact 5MM downloads of the app during the 2011 football season.



Micro Site

We introduced a micro site aggregating all things football. From football related tweet, to games, to info graphics, this site pushed the fact that live is truly better. We also had several easy ways to download the app right to your phone as initiated from the micro site.

Homepage Interior page


Standard Banner Campaign

To reach consumers regarding football, you have to speak their language. And that means team loyalty. We bought media in key markets, and based on IP addresses, made sure to serve them up banners dynamically featuring their favorite teams.


Rich Media Units

Next, we wanted to target football fans where they play online the most. In this case NBC Sports. We created impactful page takeovers that were sure to grab a users attention driving them to app downloads.


Mobile Ad Units

Targeting all canvases, we created mobile ads to be featured on tablets. These mobile page takeovers reminded people that they could catch all the great NFL action on their mobile devices from Verizon Wireless simply by downloading the NFL Mobile app.


Social Extention

The best thing about the NFL Mobile app from Verizon is that it was FREE. We developed a social extension allowing fans to give others fans the gift of the app in an amusing way via Facebook.


Social Extention

Participants could give the FREE NFL Mobile app via Facebook simply by selecting a friend and hitting send. Along with this came an amusing message to their pal about their lack of manhood. All the recipient had to do is enter their mobile number and the app would download directly to

their smart phone.


Social Extention

To continue the social extension we partnered with #hashalbum to allow fans to upload pictures of their team pride in an aggregated forum where they could show their team colors. All the while they were continually reminded of the FREE NFL Mobile app download.


Social Extention

We also developed and implemented Twitter parties where fans could join the conversation with some of their favorite players at a scheduled date and time. The series of Twitter parties were hosted and sponsored by Verizon in a branded experience.


OOH

An idea we developed to continue the awareness of “Live Is Better” and drive app downloads is this digital OOH execution where fans were given the opportunity to catch a pass from their favorite NFL quarterback. In the spirit of XBOX Kinect, participants were challenged to form a triangle with

their hands and determine where the pass would land on the screen to see if they had the skills to catch an NFL level pass.


OOH

We continued to bring the fun to the masses by proposing an interactive game to passers-bys on the street. In this instance the participant could use their Verizon mobile phone to dial in, and interact with the jumbo-tron where they could use their phone’s keypad to play a tecmo-bowl style

football game against other participants in the street.


OOH

We furthered with the campaign idea of “Live Is Better” by partnering with our parent company Zenithoptimedia and creating this digital out of home billboard where a digital screen would aggregate, and display, fan photos who hashtagged #liveisbetter.

NEXT STUDY

AMDRO CONTROLS 2012 Branding

Insight Amdro wanted to gain market share against Ortho, (leading competitor), by modernizing their look and feel, and in return, gain awareness of their product in the marketplace. Idea Create an online ad campaign with a “warrior” type mentality and tone around arming home owners with an effective pest control product that allowed them to take back their turf from unwanted pests. Impact (TBD. Campaign currently underway.)

AMDRO CONTROLS Branding Campaign

Website Redesign

We re-designed the look and feel of the website to encompass the “warrior” like mentality of defending one’s turf.


Website Redesign

Bold, vibrant photography and graphics helped reinforce Amdro as the protector of a consumers home against pests.


Page Takeover

We instituted high impact page takeovers that were disruptive while helping to illustrate the need for Amdro pest controls.


Banner Ads

A series of standard banners were traf!cked that relied on beautiful design and copy to help convey the marketing message.


YouTube Brand Channel

Moxie also created a user generated engagement where we asked participants to express themselves when it comes to pests driving them crazy.


Custom Content Creation

We created humorous, yet informational content showcasing a support group that found Amdro to answers to all their problems.


Social Media Mgmt

We made sure that social was a big part of the overall campaign. We created, populated and managed Amdro’s social presence and begun the conversation between the brand and the consumers.


Social Media Mgmt

Another aspect of social that we created was their !rst ever Twitter feed. This gave Amdro a voice directly to its public.

NEXT STUDY

Insight Pennington wanted to compete more against Scott’s by modernizing their look and feel and gaining share within the market. Idea Embrace Pennington’s humble beginnings and down home mentality with subtle design references to a time past with contemporary #are. Position them as truly American and home grown. Impact TBD. Campaign currently underway.

PENNINGTON SEED 2012 Branding

PENNINGTON SEED Branding Campaign

Website Redesign

First initiative was to re-brand the company online by updating its look and feel and bringing it up to date.


Website Redesign

Interior page.


Website Redesign

Interior page.


Banner Ads

Next we launched an enormous ad unit campaign online to let consumers know that Pennington Seed truly is superior


Social Extension

Social played a big part in getting the word out about Pennington. We created Pennington’s !rst ever Twitter page and began a conversation with consumers as we shared with them and they shared with us.


Social Extension

Pennington also did not have a Facebook presence. We designed and managed their Facebook experience and grew “fans” rapidly.

FINAL STUDY

QUILTED NORTHERN Branding Campaign

Insight Quilted Northern set out to brand their new line of premium toilet tissue Ultra Plush. We knew that many people do not differentiate between competitors in this !eld so it was important to be different. Idea Create a branding campaign around “Live Clean.” Not just living clean in a physical sense, but also living clean as a state of mind. Impact This is to be determined since this is a currently active campaign. Stay tuned.



High Impact Ad Unit

Part of our push to get consumers to equate Quilted Northern Ultra Plush with Live Clean was to offer them moments of clarity. A Zen like moment to clear their thoughts and mind. In this case, a Wall Street Journal takeover where clicking on the banner would remove the regular clutter to

reveal beautiful picturesque scenes of clean and calm.


High Impact Ad Unit

Another intrusive high impact unit that is an attention grabber. In this instance, a roll of Quilted Northern Ultra Plush takes over the page blocking out the daily clutter reminding the consumer to “live clean.”


Tandem Ad Unit

This execution is about simple, clean, calming “white space.” The messaging is simple; “Need a Clean Slate? Click here for a moment of clarity.” Doing so resulted in launching a peaceful beach scene allowing the participant to refresh their mind.


Standard Ad Units

These standard ad units reinforced the message that the world was a dirty place and that we need to “live clean” in body and spirit.


Standard Ad Units

We suggested a split media buy. One with direct messaging and the other promoting a Live Clean initiative called Live Clean Day. Live Clean Day was to happen on Facebook each and every Wednesday offering participants special deals on clean living items such and spa days, cleaning

services, makeovers and so much more.


Web Site

Along with our Live Clean campaign came a re-design of the brand’s website. The previous website was outdated, cold and unfriendly. We modernized it with bold photography, clean lines, and a welcoming spirit.


Facebook Hub

Another part of our Live Clean campaign was the social initiative. We chose Facebook to be the hub for all things Live Clean and encouraged interaction and started a conversation amongst consumers.


Facebook Tab

We had many Facebook tab executions at our hub. Con!dence Coach is a a way to gain advice from an expert to help you get clean. You ask questions such as the best way to clean a bathroom to how to stop smoking. Either way we were there to encourage America to ”live clean.”


Facebook Tab

Another Facebook tab idea for Quilted Northern to drive home the Live Clean campaign was Live Clean Resolutions. This allowed participants to set goals for themselves and QN would help them achieve them with periodic Facebook check-ins. Resolutions ranged from lowering ones carbon

footprint to spending more time with their family. All in an effort to “live clean.”


Facebook Tab

Live Clean Day was yet another Facebook Tab execution that offered consumers special deals on clean living every Wednesday via Facebook. Everything from Spa days to cleaning service discounts to bathroom makeovers reinforced the Live Clean campaign attributes.


Facebook Tab

What better way to “live clean” than getting something off your mind? We gave the participants the chance to do just that via our Facebook app. Here a user could express how they live clean everyday and be inspired by others.


PR Stunt

We furthered the experience of Mind Clearing Testimonials by taking to the street and creating Live Clean Testimonial booths where participants could take a break from the hustle and bustle of the city, step inside, and talk about how they choose to live clean. The video was then aggregated

on the Facebook website for the world to see.


Facebook Tab

Continuing with our Live Clean social hub we gave users a way to clean their minds by sending a Come Clean message to someone. This was an interactive way to express oneself in a fun and branded way.


Facebook Tab

A !nal Facebook execution gave consumers info on how to ‘live clean.” This example shows a video explaining how to de-stress at the of!ce by doing some simple yoga exercises to clear your mind, body and soul.


Social Extention

We took to Twitter to encourage Americans to live clean. Here, we scrubbed twitter looking for every expletive tweeted. On the other end of the spectrum we looked for key word like shine, clean, or even a smiley face. We brought this together with a virtual “swear jar” where the money

collected for each curse word would go to the brands charity of choice.


Tablet App

We also created a tablet app that was used as a “bathroom reader” similar to Reader’s Digest. This eBook allowed users to view aggregations from the Facebook page testimonials with ‘live clean” tips and tricks. It would also aggregate other pertinent content to make one’s bathroom

experience that much more enjoyable.


Mobile App

In the mobile space we gave consumers a way to “live clean” through special sponsored deals which drove home “clean is better.”


PR Stunt

Toilet paper isn’t only for the bathroom. Living clean happens everywhere. Here we created clean stations where users might need a tissue such as a bus stop or at a child’s playground.


PR Stunt

Finally, we proposed a mobile cleaning service sponsored by Quilted Northern. Here’s the catch, if you can !nd the cleaning crew via twitter, or via Google Maps, snap a picture of the van, and then upload to Facebook, you get a housecleaning on QN. This was a fun and eventful way to drive

home the campaign objective of Live Clean and differentiate ourselves from the competition.

THANK YOU :) Justin Archer [email protected] 404.247.6566

Work Samples/Case Studies

Design

nfl mobile app

live clean campaign

archer gmail

living clean

movie premier

live clean

quilted northern

scenes footage