Star Wars: The Old Republic is a MMORPG (Massively Multiplayer Online Role-Playing Game) that was created by LucasArts in conjunction with Bioware and released by Electronic Arts.
While working at FCB in San Francisco, I conceptualized and art directed the campaign you see on the left, as part of a team. The strategy for this campaign was to give hardcore Star Wars fans an idea of where the game stood in the timeline with respect to the movies and animated series. In so doing, we wanted to get them to see that this game was a Star Wars adventure they could live out over and over with multitudes of characters on both sides of The Force. We also wanted to highlight the fact that the Star Wars universe they know currently was very different to one 3,500 years ago.
The ad campaign made it all the way to George Lucas before it was killed. Or so I was told. While the ad campaign didn't make it into the real world, the rich-media banner was published and featured on a few gaming sites. For this rich banner I worked on the initial comps to figure out what effects went into the final executable while the an external vendor created the actual effects.
Rich media banner
This rich media banner was something I worked on with the creative team at FCB along with an outside vendor. I created photoshop mock-ups and worked with the ACD to conceptualize how we wanted the page destroyed and created the initial comps to help visualize this idea. I also worked with the vendor to ensure quality control.
The print would be structured so that when the page with Darth Vader's silhouette was turned over, you would see Darth Malgus. The copy over Darth Vader read: "3,500 Years before Darth Vader". The copy over Darth Malgus read "Thousands embraced the dark side". The tag is: "Your saga begins".
Out of home
This digital display would have a silhouette of Boba Fett with the copy "3,500 Years before Boba Fett" on the first frame which would be replaced by the new bounty hunter on the second frame with the copy "Thousands traded blood for profit". The final frame has the 'Star Wars: The Old Republic' logo with the tag "Your saga begins".
Web Banner: Darth Vader
These were a set of standard web banners. The strategy was the same as the rest of the campaign: to contrast how things were 3,500 years before the events that occurred in the Star Wars movies. Copy: 3,500 years before Darth Vader, thousands embraced the dark side. Your saga begins.
Web banners: Clones
Copy: Before they were clones, they were heroes. Your saga begins.
Web banners: Rebels
Copy: Before there was a small group of rebels, there was the republic.
These are print ads created to showcase my ideation and production skills. They were conceptualized and executed using a variety of hands-on and digital techniques to achieve the final result.
I made the 'sushi-boxes' by hand and then photographed the bento-sushi ensemble in the studio. Final re-touching and refinement was done in Adobe Photoshop.
I'm afraid many cookies were harmed in the production of the Chips Ahoy! print ad. Collateral damage has never been so tasty.
Taking quite a departure from the usual American Apparel ads you're used to seeing, I decided to create origami letters out of colored paper to help emphasize the vibrance and variety that the brand brought to the consumer.
Tesla Print Campaign
I conceptualized, art directed and wrote copy for this print campaign. These were meant to be center-page spreads featured in magazines.
STAINMASTER®, a well known brand in the carpet business, was looking for a cool way to showcase its range of carpets catering to varied consumer needs, on the mobile platform.
The solution was to try and show off what each category of carpet offered the consumer in a fun and simple way using rich media banners for mobile devices.
The three carpet types featured here are: 01. Active Family™ carpet: Durable and easy to clean 02. TruSoft™ carpet: The softest carpet available from the brand 03. SolarMax™ carpet: Exceptional fade resistance