Sephora’s challenge: to coherently and compellingly introduce an extensive new product line, with dozens of colors, to the web’s surprisingly vast and vocal community of nail artists and nail fangirls. DC’s UX solution: the first social media site for nail art enthusiasts, complete with user profiles, user portfolios, follow capability and more.View case study
StillBlowingSmoke.org: what was commissioned as a landing page for the TV, print, outdoor and banners, unfolded into a full-fledged website that was both a repository for vaping info and multifaceted journey into the heart of e-cig darkness. In striking, stripped-down images, with starkly conversational, sometimes ironic words, the site leads the user into learning more about the dire ingredients of this “safe” new mode of smoking. Conceived, designed and developed by Duncan Channon.View case study
For this partnership of Sephora and Marc Jacobs, the UX challenge was both simple and incredibly complex: marry seamless function — a user experience that helps shoppers understand the new product line and make satisfying choices — with mesmerizing Marc Jacobs-approved form.
A palette, a photograph, a late-night tweet from Kat. Any and all of these are jumping off points into the world of Kat Von D Beauty. More curated than designed, users experience the vibrant, real-time, social feel of a newsfeed presented in dark, beautiful, enigmatic glamour.
Where the north side of the lake might be good for a quiet cocoa by the fire, Tahoe South’s side is about excitement, all day and (if you choose) all night. Beyond portraying the wide range of activities, this site goes brings the dynamism with extensive hooks to social media. Because there’s nothing more exciting for a traveler than talking about their trips.
The Hard Rock memorabilia collection encompasses 70,000 fascinating pieces — from Prince’s tiny purple boots to the handwritten lyrics for “Imagine” to thousands of guitars — and is 100% real. It’s also the basis of the brand’s authenticity. The goal here was to enable the entire world, beyond even the millions of annual in-person visitors, to get up-close and personal with the objects — and with the brand’s enduring coolness. The site, featuring Deep Zoom technology, became the foundation for digital kiosks, walls and tables at all properties.View case study
Want a good egg that’s guilt-free? Raise your chickens right. At the Happy Egg Co., that means “free-range.” But shoppers don’t know what that means. So it was critical this site not just tell, but show confused consumers — with extensive video, shot on location at the company’s Arkansas farm — the happy hens that produce happy, healthy, humane eggs.
Marqeta is a startup that wants to change the way people pay. It needs a site that can accommodate prospects, customers, merchants, prospective merchants and investors. The product story is complicated — basically, you pre-pay to gain discounts. The product process is complicated — a cardholder has to decide how much she wants to deposit in her card account this week or month for which merchants. And because the target is youngish moms, it helps to present it all with a little style.
The loud, over-exuberant mini-me’s who are the stars of this campaign lend themselves well to the digital world — whether they are leaping from a banner to take over a page or performing their superstitious fan-dance next to a headline or, in an audio spot created for Pandora, doing a Jekyll-and-Hyde from mild-mannered acupuncturist to barking metalhead.View case study
It’s not surprising that Marc Jacobs, the shining light of American fashion, guards his brand closely. It’s also not surprising that his new partner, Sephora, wants to move some units. Put them together in banners and email that not only work hard, but look great doing it.
Despite the fact that it ultimately prints books, Blurb is really a digital native, that lives and dies online. With its rich, beautiful photography and commitment to design, the company’s books make for a striking tablet campaign, no less than compelling banners and email.View case study
Our director of purpose practice, MJ Deery, has a byline in the latest Advertising Age urging brands to move beyond token diversity to richer, more meaningful “normalization.” If you missed it, you can find a tidy summation here. Smart and important stuff. You’d be wise to check it out.
DC’s thrilled to announce that Gary Stein joins us today as our first chief integration officer. He’s here to accelerate collaboration between our strategy, media and expanded creative team, which now includes experiential and influencer experts thanks to our recent acquisition of A2G.
Rakuten is back with the latest installment of the “Power of R” campaign, this time featuring a relatively well-known professional basketball player. Poised to continue the brand’s successful awareness-building, watch for the commercials all up and down your TV dial and across the digital universe.