Microsoft Media Center delivers a powerful yet familiar way to enjoy all of your digital entertainment – photos, music, TV, movies, home videos, radio, and a world of applications and services whether you’re sitting in front of your Windows desktop or across the room with a remote control. Media Center is your all-in-one PC and home entertainment center. We adapted the MTV Overdrive interface to fit into the current information architecture of the MCE while still holding onto Overdrive’s dynamic look and feel. As the Senior Producer on Overdrive I was responsible for making sure we were delivering the hottest video content to Media Center PCs, while at the same time making sure the visual design remained consistent with the original version of Overdrive.
Due to the outpouring of artists who wanted to share their music and messages of support for the victims of Hurricane Katrina, MTV, VH1, and CMT announced an extended list of music, television and film celebrities taking part in the on-going relief campaign that will launch with ReAct Now: Music & Relief.The special featured live and taped musical performances from a wide range of artists celebrating diverse musical genres, all in a unified effort to help those in need. Special songs dedicated from the road by some of the biggest and most legendary names in music complimented live performances emanating from Los Angeles, Nashville and New York. In addition, many more musicians and actors were featured in testimonials, providing personal stories and their reflections on the rich musical and cultural heritage of the affected Gulf region. ReAct Now: Music & Relief, part of an ongoing effort by MTV, VH1, CMT, will seek to raise funds for The American Red Cross, The Salvation Army, America’s Second Harvest and will also encourage their respective audiences to donate, volunteer, and find out more about how they can help. As Senior Producer I oversaw the production of the live stream of this special event on Overdrive.
Headed up production of MTV Overdrive, the flagship broadband platform for MTV Networks. MTV Overdrive provided in-depth access to live music performances, thousands of music videos, and artist interviews and never before-seen content from your favorite MTV shows. In addition, extended cuts of MTV news segments, movie trailers, and major MTV events, like the MTV Movie Awards, and VMAs were all made available on demand.In this role I defined and drove strategic positioning of Overdrive as a pioneer and innovator of convergence media. I was responsible for launching multiple channels and features on MTV’s first broadband player since its inception. I was tasked with producing all MTV.com live streaming events, including “VMA Live: Backstage Uncensored”, “ReAct Now!” benefit concert for Hurricane Katrina victims and monthly live streams of TRL.
The objectives of the Air Zoom Huarache 2K5 were to communicate the TEAM = FAMILY concept, establish the 2K5’s connection with Nike iD and demonstrate the benefits of the 2K5’s technology. The execution was a multi-tiered approach with different levels of depth, each level tells one of the three different stories. The look of each is photorealistic and visually mirrors the dark, ominous atmosphere of the commercials.
Experience the Force of the league’s most dominating players. The concept of this feature was that each player’s powers come from a mind-body connection. This connection creates a larger-than-life Force of Nature controlling the wind, rain and other elements, with the potential to destroy anything in their path. Each player’s interactive poster features three interdependent components: MIND: How they infuse the Force-style into their mental game. BODY: Dominating on-court. SOLE: Elemental product features.
The Nike Shox VC IV feature on Nikebasketball.com acts as an extension of the print advertisement, showcasing Vince Carter as Captain Carter, a pilot with Nike Flight airlines. Using the travel aesthetic, we created a virtual airport with Vince’s new shoe, the Nike Shox VC IV, as a featured aircraft. The airport was a perfect fit because it is easily expandable for later use with future Nike Flight footwear. For the VC IV feature we collaborated with Honest to create a pre-flight safety video with Vince playfully narrating the features of his shoe. The video was so successful that the Nike retail network began showing it in Niketown stores and it was also used in displays at Foot Action stores. The Nike Shox VC IV feature brings the potential of the existing Vince Carter print ad to life, expanding upon its concepts and building upon it in a versatile virtual setting.
Television commercials and print ads show LeBron James traveling through the Chamber of Fear attempting to overcome five of his greatest fears. For the feature on Nikebasketball.com, we created a full digital version of the Chamber, both inside and out, integrating the print advertisements as downloadable wallpapers. Inside the Chamber, visitors were able to watch the five television commercials as well as the complete 90 second spot. We also created an interactive game with players assuming the role of LeBron’s character, The Chosen One, and venturing through each level of the Chamber. Upon completion, they register to receive a LeBron prize pack which includes an R/GA-designed poster based on the website’s Chamber of Fear artwork. The feature on Nikebasketball.com served as a central hub for the Chamber of Fear campaign, uniting all of the different forms of media in an immersive, interactive experience.
The 2004 Battlegrounds campaign, What’s Your Battleground? took the BG concept a few steps further.As usual there was a fierce one-on-one streetball tournament with 8 of the best street ballers around.This time they weren’t competing for the title of King of the Court, but for King of the World.For the first time athletes from around the globe were battling for the crown.Also included were NBA players, streetball legends and NikeBasketball.com users alike telling us their personal stories about their own Battlegrounds while growing up.
This feature highlighted the first LeBron James signature shoe to hit the market. Besides showcasing LBJ’s first commercial for Nike, it also brought to light the four pieces of LeBron’s personality – vision, passion, truth and style.
The 2003 Battlegrounds campaign, “Kings of the Court”, saw the creation of the BGHQ, where all Battlegrounds information could be acquired. But the real heart of BG is on the various courts throughout the country. From West 4th and The Dome on the east coast to Mosswood and Venice Beach out west, we brought you the battles, the smack talkin’, the TV coverage, the mobile updates and of course the shows that made Battlegrounds the event of the summer.
