Brand & Campaign Work

This was Cadbury Dairy Milk's "Share the Joy" Ramadan campaign, built as a Facebook app for the Arabia market. When you first landed you were asked to Like the page to enter, and the hook was generous: for every message of joy you shared, Cadbury pledged a meal to someone in need, with a live counter ticking upward to show the shared joy adding up. Once inside it was more than a share button. You could check accurate Ramadan timings for your country, with Sehri and Iftaar times laid out across the three ashras of the month, or head into a Fun and Games corner and play one of three Cadbury-themed mini games (Choco Blocks, Choco Memory, and Choco Rider). I designed the whole experience as one connected Ramadan world, from the like-gate to the games, wrapped in deep purple mosque silhouettes, a crescent and lantern motif, and a row of hand-drawn children.

Shipped as Cadbury Arabia's Ramadan 2012 Facebook campaign, combining a charitable share mechanic, a localised Ramadan timings calendar, and three branded mini games in one app.

This was Toblerone Arabia's Father's Day campaign on Facebook, a user-generated contest that turned love for your dad into an entry to win. After Liking the page you could create your own story about your father by answering a playful ten-question quiz, then publish it to a public gallery where visitors browsed the entries and voted for their favourites. Every week there was a 4.5kg Toblerone to win, with a grand prize of a trip to Switzerland on the line. I designed the full flow, from the like-gate and the quiz-driven story builder to the paginated gallery and the story-view popup, in a warm gold and chocolate art direction that matched the pack.

Shipped as Toblerone Arabia's 2012 Father's Day campaign; the Facebook page showed 16,706 likes and 183 people talking about it.

This was Nescafe 3in1's "Everything is more fun in 3s" campaign for Nescafe Arabia, a team competition on Facebook that played on the "3in1" idea. You could not go it alone: after Liking the page you built a team of three by inviting two friends, then the three of you competed together across three kinds of challenge, an Activity, a Brain Teaser with riddles, and a Fun with Emotions round where you uploaded photos of yourself looking happy, sad, and angry. Points stacked up on a live team panel, and a full leaderboard ranked every team across all three challenges as they played for prizes. I designed the whole journey, from the like-gate and friend picker through each challenge screen to the leaderboard, in a warm coffee-toned world anchored by the 3in1 pack.

Shipped as Nescafe Arabia's 2012 team-competition campaign for Nescafe 3in1, spanning three challenge types and a live team leaderboard.

This was Trident's "Tune Your Taste and Find Your Match" Facebook app, a music-studio game that turned choosing gum into a bit of play. You stepped up to an on-screen equalizer and used its sliders and switches to tune what mattered to you, then hit Tune Now to find your match, at which point the speakers opened up to reveal matched profiles and a Trident flavour pairing (like Wild Strawberry and Tangy Citrus). Playing also entered you into a weekly sweepstake for NRJ Pitbull concert tickets. I designed the full experience, from the equalizer interface and the match reveal to the flavour result and the contest entry form, in a dark, club-like aesthetic with pink accents and a flavour carousel along the bottom.

Shipped as a 2012 Trident Facebook campaign built around a weekly NRJ Pitbull concert-ticket sweepstake.

This was Optimum Nutrition's "True Strength Revealed" campaign on Facebook, tied to a fitness video series for the Platinum Hydro Whey line. The landing put the video front and centre, with pros revealing their ab-workout secrets and a clear invitation to enter. To take part you shared your own abs-workout details in a submission form, and your entry joined a live feed alongside everyone else's, all competing for a stack of prizes: nine winners each received a tub of Platinum Hydro Whey, and one grand-prize winner took a full year's supply. I designed the landing, the participation feed, and the entry form in a high-contrast black and orange sports-supplement look.

Shipped as Optimum Nutrition's 2012 "True Strength Revealed" campaign, pairing a fitness video series with an abs-workout contest.

This was Sensodyne's "Cherish the circle of life" campaign for GlaxoSmithKline, a gentle user-generated moments experience. You were invited to upload a memorable moment, a photo with a short title and a story of up to 140 characters, and then browse everyone else's moments in an iPad-style carousel gallery, opening any one to read it and vote or share. I designed the upload flow and its submit modal, the carousel gallery, and the story-view card in a clean, calm, light-blue art direction that matched the Sensodyne pack.

Shipped as a 2012 Sensodyne (GlaxoSmithKline) user-generated moments campaign.

This was IGN.com's San Diego Comic-Con 2012 sweepstakes on Facebook, sponsored by Klondike, which let fans relive Comic-Con and enter to win. The steps were simple and spelled out: Like the page, vote for your favourite Comic-Con cosplay video or photo from a thumbnail rail, then fill in the entry form for a chance at Comic-Con swag. I designed the like-gate, the video and photo voting area with its vote and share counts, and the sweepstakes entry form, all set against a superhero cityscape and framed by the Klondike sponsorship.

Shipped as IGN's 2012 San Diego Comic-Con sweepstakes, sponsored by Klondike.

This was IGN's "My Top 5" app, sponsored by Samsung Galaxy Note, a game-worlds curation experience. You browsed a catalog of games and apps and built your personal top five by adding titles to your list, and each title had its own detail view with a popularity score, reviews, screenshots, and a comment thread, so it doubled as a place to discover and debate. I designed the top-five builder, the catalog browsing, and the detail view, adapting IGN's familiar editorial layout into an interactive social app with the Samsung Galaxy Note sponsorship built into the header.

Shipped as IGN's "My Top 5" game-worlds app, sponsored by Samsung Galaxy Note (2012).

This was an IGN "Top 5 Game Worlds" contest sponsored by Wendy's, built around a share-to-win mechanic. As you picked your favourite game worlds and invited friends, a vertical prize meter styled like a thermometer climbed past tiers of rewards, from a Wendy's Tee at the low end up through a tablet, an iPhone, and a game console at the top, so the more friends you brought in, the bigger the prize you unlocked. I designed the prize meter and its tiers, the invite and referral popups, and the game-worlds interface, weaving Wendy's branding through the IGN experience.

Shipped as an IGN game-worlds contest sponsored by Wendy's (2012), built around an invite-to-win prize meter.

This was the NFL Network's "Bust Your Photo for Pro Football Hall of Fame" app, a photo-effect experience with a fun payoff. You connected with Facebook, took a photo with your webcam or uploaded one, and the app busted it, turning your face into a bronze Hall of Fame bust like the ones in Canton, which you could then share and add to a public gallery. The real hook was that NFL Network analysts picked the best busts to showcase on-air, so your face could end up on television during the Hall of Fame ceremonies. I designed the multi-step create flow, the "Browse Busted Photos" gallery with its sort and share options, and the hero landing, all built inside the full NFL.com site design.

Shipped as a 2012 NFL Network Pro Football Hall of Fame activation, with the best entries selected to be showcased on-air.

This was the NFL Draft Yearbook 2012 app for NFL Network, sponsored by Nike, which turned draft predictions into a shareable yearbook. You filled your yearbook by dragging draft prospects from a searchable pool of 300 into playful superlative slots (things like "most likely to start a tweet feud"), predicting which rookies would shine, then watched the Draft on NFL Network to see how it played out. You could even pose at a digital podium holding your favourite team's new Nike jersey, then share your yearbook and invite friends. I designed the drag-and-drop yearbook, the prospect browser, and the podium moment, in a vintage scrapbook style of worn paper, football leather, and handwritten type.

Shipped as the 2012 NFL Draft Yearbook for NFL Network, sponsored by Nike, with a broadcast tie-in to the live Draft.

This was "SlotSkills," a social slot-machine game for Facebook. You played at an ornate slot machine framed by marquee lights, spending credits to spin, leveling up as you went, and topping up either with a "Get More" credits option or by inviting friends, which handed you 5000 points for spreading the word. A friends rail along the bottom and Play, Add Credits, and Invite Friends tabs made it a social game rather than a solo one. I designed the brand splash, the slot-machine game frame, and the surrounding progression and invite economy, in a rich red and gold casino styling.

Shipped as a social slot-machine game on Facebook; the app page showed over 1.2 million likes.