https://bryanlenning.com The Lenning Portfolio Fri, 22 Sep 2023 21:28:10 +0000 https://bryanlenning.com en https://bryanlenning.com/HOME Tue, 24 Jul 2018 00:09:16 +0000 The Lenning Portfolio https://bryanlenning.com/HOME https://bryanlenning.com/Menu Tue, 28 Aug 2018 06:43:53 +0000 The Lenning Portfolio https://bryanlenning.com/Menu ︎ ︎ ︎ https://bryanlenning.com/Wolverhampton-Wanderers-F-C Wed, 17 Nov 2021 21:27:58 +0000 The Lenning Portfolio https://bryanlenning.com/Wolverhampton-Wanderers-F-C GROWING THE PACK Strategy/Art Direction/Design 3M views increased site traffic 1352%&nbsp;| Evil Geniuses was now valued at 255M Esports is still growing and finding its footing. Fútbol is the most recognized sport on the planet.&nbsp; How do you tell the story of two brands that seem so far apart in the minds of the public?&nbsp; EXECUTION Evil Geniuses were now part of the Wolverhampton family, and they part of ours, there needed to be a visual to make the union official. To do this, we needed to find the similarities that brought us together in the first place. Our Creative Director went to work. <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/7cd80632729811966299c9fe499106bad9c927982ede7cb8d77b238d4f8681a8/EG_Wolves-Branding-EG.png" data-mid="125040605" border="0" src="https://freight.cargo.site/w/1000/i/7cd80632729811966299c9fe499106bad9c927982ede7cb8d77b238d4f8681a8/EG_Wolves-Branding-EG.png" /> <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/a63a134a8f8922be8d6653b176f2bfaccd7eb1a2200436d392a200a4254684d6/EG_Wolves-Branding-Wolves.png" data-mid="125040603" border="0" src="https://freight.cargo.site/w/1000/i/a63a134a8f8922be8d6653b176f2bfaccd7eb1a2200436d392a200a4254684d6/EG_Wolves-Branding-Wolves.png" /> Both brands are disrupters, always trying new things and making noise in their respective sports. We are challengers that question the status quo and innovate to change it. The imagery needed to convey this “aggressively playful” vibe while feeling like a natural extension of both teams. <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/25a431752eb6730694bfd98fced2611d717ae98c92729f6f52800182f08bb4c8/EG_Wolves-Branding-Smile.png" data-mid="125040594" border="0" src="https://freight.cargo.site/w/1000/i/25a431752eb6730694bfd98fced2611d717ae98c92729f6f52800182f08bb4c8/EG_Wolves-Branding-Smile.png" /> <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/e1e2e52475dc5ca57edd3f4792411909f5a7f1bf122ff7965e9d3afb9d1d654d/EG_Wolves-Branding-Stack.png" data-mid="125040598" border="0" src="https://freight.cargo.site/w/1000/i/e1e2e52475dc5ca57edd3f4792411909f5a7f1bf122ff7965e9d3afb9d1d654d/EG_Wolves-Branding-Stack.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/5ba774c8149585e84f37a886aafbaa17aa6d60427933679b67fc20887c879dd2/EGxWolvesBlogBanner_v5.png" data-mid="125039266" border="0" src="https://freight.cargo.site/w/1000/i/5ba774c8149585e84f37a886aafbaa17aa6d60427933679b67fc20887c879dd2/EGxWolvesBlogBanner_v5.png" /> We chose elements like the Wolf eyes and our Live Evil mantra. Then combined our brand fonts and colors in a way that felt purposeful but with just a taste of an energetic fan made mash-up. To seal the deal, we redesigned our jersey. We placed the Wolves official badge on the chest right across from our classic EG crest. Then brought in Wolves elements like the eyes on the lower right, and a fun lock up of our logos on the back of the neck. <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/e5edbb1207de36a5dcdf151447124fb40ad59fe502fbff0e2b17ff3dbacc3ef7/EG_Wolves-Branding-JerseyC.png" data-mid="125040260" border="0" src="https://freight.cargo.site/w/1000/i/e5edbb1207de36a5dcdf151447124fb40ad59fe502fbff0e2b17ff3dbacc3ef7/EG_Wolves-Branding-JerseyC.png" /> <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/6e909722f77f1e3a64a61572ec4149c84cb02c8c54cc279bdce592d6ea69bc95/EG_Wolves-Branding-JerseyD.png" data-mid="125040261" border="0" src="https://freight.cargo.site/w/1000/i/6e909722f77f1e3a64a61572ec4149c84cb02c8c54cc279bdce592d6ea69bc95/EG_Wolves-Branding-JerseyD.png" /> <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/f7073cba692643885fe9664a2801a72ec20d4bd631bd895bab3ec5e0b09b27f7/EG_Wolves-Branding-JerseyA.png" data-mid="125031849" border="0" src="https://freight.cargo.site/w/1000/i/f7073cba692643885fe9664a2801a72ec20d4bd631bd895bab3ec5e0b09b27f7/EG_Wolves-Branding-JerseyA.png" /> <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/ba2c7278bc2ea191c229654c89145cc30485ba5bea850dfcb57bca90a6c0321e/EG_Wolves-Branding-JerseyB.png" data-mid="125031943" border="0" src="https://freight.cargo.site/w/1000/i/ba2c7278bc2ea191c229654c89145cc30485ba5bea850dfcb57bca90a6c0321e/EG_Wolves-Branding-JerseyB.png" /> Most noticeably we added a stripe of classic Wolverhampton "Old Gold” that carves its way across the front of the jersey and up the back.&nbsp;As the deal got closer to announcement, the creative team cranked into overdrive to tell the whole story. In a matter of days we created the release cadence of content and crafted tons of new pieces wrapped around our new merch, jersey, and branding. Once the “brand” was established EG created a video to tell the story in a concise way. We settled on a simple white “line” that acts as a non invasive narrator. This line visually ties together all of the ways these teams are the same. <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/ce2f7f4bd4fe34ae58570e95f420ffd0cc34a40c7f6a6cf8466b79eb1c4a6fd7/EG_Wolves-Video-1.png" data-mid="125041336" border="0" src="https://freight.cargo.site/w/1000/i/ce2f7f4bd4fe34ae58570e95f420ffd0cc34a40c7f6a6cf8466b79eb1c4a6fd7/EG_Wolves-Video-1.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/719a129fe07ea3cc063de983573810eb227355231239c5537f9a0904f7b1c11e/EG_Wolves-Video-2.png" data-mid="125041385" border="0" src="https://freight.cargo.site/w/1000/i/719a129fe07ea3cc063de983573810eb227355231239c5537f9a0904f7b1c11e/EG_Wolves-Video-2.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/8daf4214a8234fc0d18041c38e46f2cc2ef5f48023ce6d0a8b130771d6a1dde8/EG_Wolves-Video-3.png" data-mid="125041468" border="0" src="https://freight.cargo.site/w/1000/i/8daf4214a8234fc0d18041c38e46f2cc2ef5f48023ce6d0a8b130771d6a1dde8/EG_Wolves-Video-3.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/636aa01d4320e712ded20233f2538813e39b2b984794e29b05c1dce2983267ba/EG_Wolves-Video-4.png" data-mid="125041469" border="0" src="https://freight.cargo.site/w/1000/i/636aa01d4320e712ded20233f2538813e39b2b984794e29b05c1dce2983267ba/EG_Wolves-Video-4.png" /> The video starts with the arena that both teams compete in. We then show the commitment and passion that our players AND fans have for the game. Then bring to life the ways both teams disrupt through exciting new talent choices and unexpected gameplay.&nbsp; <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/3ec8db98fa0dd2a7637f1c23d34b0b44cd201014a114e55b7271b00756aa089d/EG_Wolves-Video-5.png" data-mid="125041923" border="0" src="https://freight.cargo.site/w/1000/i/3ec8db98fa0dd2a7637f1c23d34b0b44cd201014a114e55b7271b00756aa089d/EG_Wolves-Video-5.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/a906f6cb5e7e7ccd4baa589d766ef788129b42b736c64cfe239152c591636167/EG_Wolves-Video-6.png" data-mid="125042009" border="0" src="https://freight.cargo.site/w/1000/i/a906f6cb5e7e7ccd4baa589d766ef788129b42b736c64cfe239152c591636167/EG_Wolves-Video-6.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/99e10589e82e11b328da9b9e422822871f48db204067f6826ffa32beb1e2ad76/EG_Wolves-Video-7.png" data-mid="125041927" border="0" src="https://freight.cargo.site/w/1000/i/99e10589e82e11b328da9b9e422822871f48db204067f6826ffa32beb1e2ad76/EG_Wolves-Video-7.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/93e3fc095f7df7b467312e05ac801bbe0b98026fc5fb2e5b7e876381e88d29b1/EG_Wolves-Video-8.png" data-mid="125041929" border="0" src="https://freight.cargo.site/w/1000/i/93e3fc095f7df7b467312e05ac801bbe0b98026fc5fb2e5b7e876381e88d29b1/EG_Wolves-Video-8.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/eb590835a51742a26d12308d5801ca3b3f7f1a69378e382127e62884e4b16368/EG_Wolves-Video-9.png" data-mid="125042282" border="0" src="https://freight.cargo.site/w/1000/i/eb590835a51742a26d12308d5801ca3b3f7f1a69378e382127e62884e4b16368/EG_Wolves-Video-9.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/875aaee6cf4f8e181ad85685909ca3ae571adddc14e9d26c930b976c841bec6e/EG_Wolves-Video-10.png" data-mid="125042285" border="0" src="https://freight.cargo.site/w/1000/i/875aaee6cf4f8e181ad85685909ca3ae571adddc14e9d26c930b976c841bec6e/EG_Wolves-Video-10.png" /> Finally we top off this story by showing that we both celebrate our victories as a pack. Both the Wolves and Evil Geniuses have a long history of wins and we come together in these moments to tighten our bonds and raise each other up. This storytelling worked, and it become real for the fans of both teams. The message of togetherness resonated and the question of why an Esports org and a Fútbol club got together became obvious. <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/75d2ca4fdd71622318d582e352fed4c28ec3824e7783846e92962cca72f61513/EG_Wolves-Video-11.png" data-mid="125043825" border="0" src="https://freight.cargo.site/w/1000/i/75d2ca4fdd71622318d582e352fed4c28ec3824e7783846e92962cca72f61513/EG_Wolves-Video-11.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/b679e8089510fab2250bfccf6df8f18739e3c821880ac770fab6412ea7a1e149/EG_Wolves-Video-12.png" data-mid="125043827" border="0" src="https://freight.cargo.site/w/1000/i/b679e8089510fab2250bfccf6df8f18739e3c821880ac770fab6412ea7a1e149/EG_Wolves-Video-12.png" /> RESULTS The story dominated headlines, the launch video racked up 3M views, our site experienced a 1352% increase in traffic, and Forbes picked up the story announcing that Evil Geniuses was now valued at 255M. PR, Brand, Video, Social https://bryanlenning.com/SonicFox-Limited-Collection Mon, 11 Sep 2023 20:49:49 +0000 The Lenning Portfolio https://bryanlenning.com/SonicFox-Limited-Collection SWAGGER AS INSPIRATION Strategy/Art Direction/Design Fursona merch sells out <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/08f675600b918f078918e19044438af33e4df11e3e83ce300ee7048200f93861/SonicFox_Store_Banner_v03.png" data-mid="190679774" border="0" src="https://freight.cargo.site/w/1000/i/08f675600b918f078918e19044438af33e4df11e3e83ce300ee7048200f93861/SonicFox_Store_Banner_v03.png" /> How do you follow up success? That was the question that stared us in face after the Lil SonicFox plushie in 2021. For the second release, I based the design on their alternate red/black fursona. This new color scheme made me want to do something different. EXECUTION&nbsp;SonicFox’s blue/white fursona is playful and mischievous, while their alternate red/black version is cocky and full of swag. The original launch of the Lil SonicFox plushie was fun and cheeky, the red/black fursona is about confidence and style. <img width="4464" height="2976" width_o="4464" height_o="2976" data-src="https://freight.cargo.site/t/original/i/941ac88e455ac217c142c5167f782c5f21e62e85f4483bb489c863c9cd42db13/BCAM2549.JPG" data-mid="190681064" border="0" src="https://freight.cargo.site/w/1000/i/941ac88e455ac217c142c5167f782c5f21e62e85f4483bb489c863c9cd42db13/BCAM2549.JPG" /> <img width="2400" height="2400" width_o="2400" height_o="2400" data-src="https://freight.cargo.site/t/original/i/312168fe32054054ad6b6a12a4935ae32a3bec27561f33c7e137ae05622471d7/SonicFox_Fursona-2.png" data-mid="190681777" border="0" src="https://freight.cargo.site/w/1000/i/312168fe32054054ad6b6a12a4935ae32a3bec27561f33c7e137ae05622471d7/SonicFox_Fursona-2.png" /> <img width="2400" height="2400" width_o="2400" height_o="2400" data-src="https://freight.cargo.site/t/original/i/01edd6392c2bde29010e6f9ab7aa1d8992bf702f5b043b2b957e7dc87f730ed3/SonicFox_Fursona-1.png" data-mid="190681789" border="0" src="https://freight.cargo.site/w/1000/i/01edd6392c2bde29010e6f9ab7aa1d8992bf702f5b043b2b957e7dc87f730ed3/SonicFox_Fursona-1.png" /> Haute couture became the look. Specifically the bold styling of French fashion house Balmain. <img width="2160" height="2700" width_o="2160" height_o="2700" data-src="https://freight.cargo.site/t/original/i/9a7143353760a559bde1e7225723db4bff6cccaa26c7dfdf25869b2e5c0661b4/354008783_1623965041417111_5579238903426224274_n_auto_x2.png" data-mid="190793309" border="0" src="https://freight.cargo.site/w/1000/i/9a7143353760a559bde1e7225723db4bff6cccaa26c7dfdf25869b2e5c0661b4/354008783_1623965041417111_5579238903426224274_n_auto_x2.png" /> <img width="2160" height="2694" width_o="2160" height_o="2694" data-src="https://freight.cargo.site/t/original/i/32bc5aaad8ed38ab5fb54232ffe788b8786afe14d56dca18f3e4b142879e3047/338195697_1405985500157210_7942224733724113184_n_auto_x2.png" data-mid="190793303" border="0" src="https://freight.cargo.site/w/1000/i/32bc5aaad8ed38ab5fb54232ffe788b8786afe14d56dca18f3e4b142879e3047/338195697_1405985500157210_7942224733724113184_n_auto_x2.png" /> <img width="2160" height="2700" width_o="2160" height_o="2700" data-src="https://freight.cargo.site/t/original/i/36855135153e1c3c830c0d6957be3394d7e79c79faa90495f51c2cd847bb972d/376918398_1492641794837377_8157230780304308632_n_auto_x2.png" data-mid="190793379" border="0" src="https://freight.cargo.site/w/1000/i/36855135153e1c3c830c0d6957be3394d7e79c79faa90495f51c2cd847bb972d/376918398_1492641794837377_8157230780304308632_n_auto_x2.png" /> <img width="2160" height="2694" width_o="2160" height_o="2694" data-src="https://freight.cargo.site/t/original/i/aecb3684bec5f3c1da23cd1b37b756dd3c9ec25475bb4ad51058df57fa61b0a8/337932167_169940425919530_7558895712609024724_n_auto_x2.png" data-mid="190793298" border="0" src="https://freight.cargo.site/w/1000/i/aecb3684bec5f3c1da23cd1b37b756dd3c9ec25475bb4ad51058df57fa61b0a8/337932167_169940425919530_7558895712609024724_n_auto_x2.png" /> <img width="2160" height="2700" width_o="2160" height_o="2700" data-src="https://freight.cargo.site/t/original/i/f42b450619d1fab96ebb78f290a1b2abb10b14abdc7863a17b3a8c97a354af63/377795462_644612954323826_8106488499906694775_n_auto_x2.png" data-mid="190793244" border="0" src="https://freight.cargo.site/w/1000/i/f42b450619d1fab96ebb78f290a1b2abb10b14abdc7863a17b3a8c97a354af63/377795462_644612954323826_8106488499906694775_n_auto_x2.png" /> <img width="2160" height="2700" width_o="2160" height_o="2700" data-src="https://freight.cargo.site/t/original/i/af69089ef91daaf2484ce9a2e35d8e6611cd0671b32418d69d5501e9fd3567b1/373138072_316703267575377_6794122193148645279_n_auto_x2.png" data-mid="190793272" border="0" src="https://freight.cargo.site/w/1000/i/af69089ef91daaf2484ce9a2e35d8e6611cd0671b32418d69d5501e9fd3567b1/373138072_316703267575377_6794122193148645279_n_auto_x2.png" /> Using this inspiration as a jumping off point I established a look/feel to convey the brashness of the red/black fursona. I planned the photo shoot using pre-existing images that matched SonicFox’s body type. These ultimately became the poses and art direction.&nbsp; <img width="1114" height="1486" width_o="1114" height_o="1486" data-src="https://freight.cargo.site/t/original/i/9cf5a0223b485ea938a46768f6cb9ed5b14b3153da9993213ca640820691c6c1/Inspiration-1.png" data-mid="190794748" border="0" src="https://freight.cargo.site/w/1000/i/9cf5a0223b485ea938a46768f6cb9ed5b14b3153da9993213ca640820691c6c1/Inspiration-1.png" /> <img width="1114" height="1486" width_o="1114" height_o="1486" data-src="https://freight.cargo.site/t/original/i/f86629dbb3705160d5b29d303b12a754431e989e17b6a34d279ba4ff1e7b6f38/Inspiration-2.png" data-mid="190794751" border="0" src="https://freight.cargo.site/w/1000/i/f86629dbb3705160d5b29d303b12a754431e989e17b6a34d279ba4ff1e7b6f38/Inspiration-2.png" /> Lighting was high contrast to provide a chiaroscuro vibe, but we tweaked it so we didn’t lose the small details. We also moderated the lights to ensure we got soft shadows. I focused on dynamic camera angles and poses, this spoke to the boldness of the theme but kept things warm. This red/black simplicity is the cornerstone of the campaign. &nbsp; <img width="2400" height="2400" width_o="2400" height_o="2400" data-src="https://freight.cargo.site/t/original/i/0812e2b531ab1c975f1f7d09b9090b1112a04e0dcc25f9e2514706119253e55b/SonicFox_Release-1.png" data-mid="190787667" border="0" src="https://freight.cargo.site/w/1000/i/0812e2b531ab1c975f1f7d09b9090b1112a04e0dcc25f9e2514706119253e55b/SonicFox_Release-1.png" /> <img width="2400" height="2400" width_o="2400" height_o="2400" data-src="https://freight.cargo.site/t/original/i/5b4096ea9194a332302ab2299de04a1f14b134620f159f949bdb4a1fce09c2b2/SonicFox_Release-3.png" data-mid="190787674" border="0" src="https://freight.cargo.site/w/1000/i/5b4096ea9194a332302ab2299de04a1f14b134620f159f949bdb4a1fce09c2b2/SonicFox_Release-3.png" /> <img width="2400" height="2400" width_o="2400" height_o="2400" data-src="https://freight.cargo.site/t/original/i/e8a31be044d21de8a17892b569dec3afc295fe1cac26e32ff2bca950456b2070/SonicFox_Release-4.png" data-mid="190787677" border="0" src="https://freight.cargo.site/w/1000/i/e8a31be044d21de8a17892b569dec3afc295fe1cac26e32ff2bca950456b2070/SonicFox_Release-4.png" /> With a style based on fashion, it only made sense to make clothing the heart of the campaign. But it couldn’t be just a simple t-shirt or hat, it needed to speak to the persona. People needed to feel a different side of SonicFox, see a different side of Evil Geniuses. This drop needed to drip style. When you clicked on any of our campaign social posts, you would be taken directly to the SonicFox Limited Collection. This special storefront was designed to mimic the campaign using everything from imagery, to font, and colors. <img width="2560" height="1704" width_o="2560" height_o="1704" data-src="https://freight.cargo.site/t/original/i/928cd79b1479f444d3a313c60246ca8d79e529d67505135d200c57f4bedded52/smartmockups_lmi4uf1m_auto_x2.png" data-mid="190803991" border="0" src="https://freight.cargo.site/w/1000/i/928cd79b1479f444d3a313c60246ca8d79e529d67505135d200c57f4bedded52/smartmockups_lmi4uf1m_auto_x2.png" /> <img width="2560" height="1792" width_o="2560" height_o="1792" data-src="https://freight.cargo.site/t/original/i/38eecec60c887db496a9e201e01354f5e4130702ae148c2bdbd029dc9b8465dc/smartmockups_lmgq980o_auto_x2.png" data-mid="190804450" border="0" src="https://freight.cargo.site/w/1000/i/38eecec60c887db496a9e201e01354f5e4130702ae148c2bdbd029dc9b8465dc/smartmockups_lmgq980o_auto_x2.png" /> <img width="2560" height="1792" width_o="2560" height_o="1792" data-src="https://freight.cargo.site/t/original/i/3d3bb3caaf8914c5f9ed36b50d347b5dc9176ae98a74259b4091bda19b163d5b/Red_Shirt.png" data-mid="190812578" border="0" src="https://freight.cargo.site/w/1000/i/3d3bb3caaf8914c5f9ed36b50d347b5dc9176ae98a74259b4091bda19b163d5b/Red_Shirt.png" /> Each item was crafted to be a limited edition instead of the on-demand printing EG usually does. This allowed the designs to go beyond the simple chest centered layouts and instead made full bleed patterns and large scaled art an option. <img width="2160" height="2694" width_o="2160" height_o="2694" data-src="https://freight.cargo.site/t/original/i/7fb873d8fbe4a223ab8f76fa7c868d09075a609423a386a69cec850c3e5d8773/Shirts-Trans.png" data-mid="190808562" border="0" src="https://freight.cargo.site/w/1000/i/7fb873d8fbe4a223ab8f76fa7c868d09075a609423a386a69cec850c3e5d8773/Shirts-Trans.png" /> <img width="2160" height="2694" width_o="2160" height_o="2694" data-src="https://freight.cargo.site/t/original/i/69f462501e30b9affe1846939287f25685358b1da9de73b35cdea3bbf05db2f8/Shirts.png" data-mid="190808574" border="0" src="https://freight.cargo.site/w/1000/i/69f462501e30b9affe1846939287f25685358b1da9de73b35cdea3bbf05db2f8/Shirts.png" /> <img width="2560" height="1792" width_o="2560" height_o="1792" data-src="https://freight.cargo.site/t/original/i/07aa38b4b14cbf83533d95f8c44544f62930988d27493a09c05ab94a365211ec/smartmockups_l5k8ydt5_auto_x2-2.png" data-mid="190809131" border="0" src="https://freight.cargo.site/w/1000/i/07aa38b4b14cbf83533d95f8c44544f62930988d27493a09c05ab94a365211ec/smartmockups_l5k8ydt5_auto_x2-2.png" /> This also let us craft different merch to go beyond our usual offerings. We created an embroidered bucket hat, a jersey, sweatshirts, and a custom boxed version of the new plushie. This boxed edition included a plushie sized “defender of trans rights” cape, a human sized cape, and a personal note from SonicFox themselves. <img width="2560" height="1792" width_o="2560" height_o="1792" data-src="https://freight.cargo.site/t/original/i/c4b88b011af8c6d65bba6a58beecc20b31b151e3ec21dd5ca3e369e242dcd73b/Bucket_Hat.png" data-mid="190809732" border="0" src="https://freight.cargo.site/w/1000/i/c4b88b011af8c6d65bba6a58beecc20b31b151e3ec21dd5ca3e369e242dcd73b/Bucket_Hat.png" /> <img width="2560" height="1792" width_o="2560" height_o="1792" data-src="https://freight.cargo.site/t/original/i/5685bcc163610af3f9e58165107fea8bac6fb732523cd2325363c9f8a99cdee8/Collector_Box.png" data-mid="190810006" border="0" src="https://freight.cargo.site/w/1000/i/5685bcc163610af3f9e58165107fea8bac6fb732523cd2325363c9f8a99cdee8/Collector_Box.png" /> <img width="2560" height="1792" width_o="2560" height_o="1792" data-src="https://freight.cargo.site/t/original/i/1f075b4afc946b643147377a08d660ad9d6cfd0d0207adbd5337aa84c8e43605/Plushie-2.png" data-mid="190813672" border="0" src="https://freight.cargo.site/w/1000/i/1f075b4afc946b643147377a08d660ad9d6cfd0d0207adbd5337aa84c8e43605/Plushie-2.png" /> <img width="2560" height="1792" width_o="2560" height_o="1792" data-src="https://freight.cargo.site/t/original/i/a2ee736b5e8ccfe52943693ed90223a846c587a094e5cdd8c7e4f4d97d06c503/Plushie-1.png" data-mid="190813676" border="0" src="https://freight.cargo.site/w/1000/i/a2ee736b5e8ccfe52943693ed90223a846c587a094e5cdd8c7e4f4d97d06c503/Plushie-1.png" /> <img width="2560" height="1694" width_o="2560" height_o="1694" data-src="https://freight.cargo.site/t/original/i/f11c7ae534b3b4576302ff4a552685e68716f4d9bb3fd9a433f1fb51841f9c75/smartmockups_l5k9vs4r_auto_x2.png" data-mid="190824369" border="0" src="https://freight.cargo.site/w/1000/i/f11c7ae534b3b4576302ff4a552685e68716f4d9bb3fd9a433f1fb51841f9c75/smartmockups_l5k9vs4r_auto_x2.png" /> <img width="2160" height="2694" width_o="2160" height_o="2694" data-src="https://freight.cargo.site/t/original/i/c6c1d8fa4cf9ddf9690c1789aae987f82842bd517a6e7d0e5ce800dec20298c1/Shirts-QR_Code.png" data-mid="190824337" border="0" src="https://freight.cargo.site/w/1000/i/c6c1d8fa4cf9ddf9690c1789aae987f82842bd517a6e7d0e5ce800dec20298c1/Shirts-QR_Code.png" /> <img width="2160" height="2694" width_o="2160" height_o="2694" data-src="https://freight.cargo.site/t/original/i/37144a4108d7606967eec78147578954107fe71d38e0f3a5c9b1e38d118b1b52/Red_Shirt-2.png" data-mid="190824339" border="0" src="https://freight.cargo.site/w/1000/i/37144a4108d7606967eec78147578954107fe71d38e0f3a5c9b1e38d118b1b52/Red_Shirt-2.png" /> <img width="2400" height="2400" width_o="2400" height_o="2400" data-src="https://freight.cargo.site/t/original/i/e159cae8a5e482bedf5e30ed5fa657bb3311f45e8764f1abd5079c788e8e81b1/SonicFox_Release-2.png" data-mid="190797075" border="0" src="https://freight.cargo.site/w/1000/i/e159cae8a5e482bedf5e30ed5fa657bb3311f45e8764f1abd5079c788e8e81b1/SonicFox_Release-2.png" /> RESULTS We sold out of our limited run clothing within hours. This campaign has forever changed how Evil Geniuses will handle merchandise in the future. Once again SonicFox has left an indelible mark on the world. Social, Brand, Merch https://bryanlenning.com/Halo-5-Guardians Wed, 25 Jul 2018 04:11:06 +0000 The Lenning Portfolio https://bryanlenning.com/Halo-5-Guardians A GLOBAL MYSTERY Concept/Art Direction/Design Pre-orders jumped 125% | Most pre-sales in Halo history 2016 Gold Addy Award 2016 Silver Addy Award 2016 Gold District Addy Award 2016 Judges District Addy Award 2016 Silver MIXX Award 2016 Gold International DMA Echo Award How do you sell the fifth game in a series on a “losing” system while still growing the audience? Gamers love to game together. So you give them a reason to. You make a game about the game. <img width="1366" height="768" width_o="1366" height_o="768" data-src="https://freight.cargo.site/t/original/i/a69a6baef279736f67320b6580269141080aa69a07613c42c72be19a2dfb0a4d/Screen-Shot-2018-08-07-at-2.10.07-PM.png" data-mid="21892760" border="0" src="https://freight.cargo.site/w/1000/i/a69a6baef279736f67320b6580269141080aa69a07613c42c72be19a2dfb0a4d/Screen-Shot-2018-08-07-at-2.10.07-PM.png" /> EXECUTION To grab folks attention, we got something they couldn't find anywhere else. The official key art packed to the brim with all sorts of story and game play details. Next we strategically sliced it up into 117 pieces, paying special attention to what each piece would mean to the gamer that looked at it. <img width="2335" height="1313" width_o="2335" height_o="1313" data-src="https://freight.cargo.site/t/original/i/89ab8bce2c1aa0c79f15395134d05117841b39902b41a41bfa1e1f453b7af2ea/Puzzle.png" data-mid="21906674" border="0" src="https://freight.cargo.site/w/1000/i/89ab8bce2c1aa0c79f15395134d05117841b39902b41a41bfa1e1f453b7af2ea/Puzzle.png" /> Then 6 months before Halo 5:Guardians was going to ship we sent out a mysterious communication. A star field containing 3 blinking stars and a simple message: THE HUNT CONTINUES April 25-28th Worldwide <img width="1000" height="591" width_o="1000" height_o="591" data-src="https://freight.cargo.site/t/original/i/64088f4254c6fd69c58e3aff0baa8b839860f44261c7fb9c31d10c3fdd8f2243/Halo_phones_1.jpg" data-mid="21936446" border="0" src="https://freight.cargo.site/w/1000/i/64088f4254c6fd69c58e3aff0baa8b839860f44261c7fb9c31d10c3fdd8f2243/Halo_phones_1.jpg" /> Clicking on each one of the blinking stars would give you one puzzle piece. This was just to get them salivating. And it worked! <img width="1685" height="1125" width_o="1685" height_o="1125" data-src="https://freight.cargo.site/t/original/i/11612b4ad8b5b460d6b2b0b92e947f949980bd836716b82a1fbb6584d6e02ffb/Halo-5.png" data-mid="21906573" border="0" src="https://freight.cargo.site/w/1000/i/11612b4ad8b5b460d6b2b0b92e947f949980bd836716b82a1fbb6584d6e02ffb/Halo-5.png" /> Immediately gamers started talking about the email. Many messed with the contrast looking to see if there was anything extra hidden in the image. Some thought the blinking of the stars was morse code. The frenzy and conversation had begun. <img width="1000" height="355" width_o="1000" height_o="355" data-src="https://freight.cargo.site/t/original/i/9fc1bc813f68d5cf4f89ec32505680892dba17adc45488c1b9b04cf949c5c3f9/Halo_social.jpg" data-mid="21943009" border="0" src="https://freight.cargo.site/w/1000/i/9fc1bc813f68d5cf4f89ec32505680892dba17adc45488c1b9b04cf949c5c3f9/Halo_social.jpg" /> Over the next few days we fed the search. We placed pieces all over Xbox owned social and PR channels. We shared pieces with influencers like Major Nelson and game media sites like GameInformer and IGN. No one channel or country had all the pieces, so gamers had to work together. <img width="1280" height="720" width_o="1280" height_o="720" data-src="https://freight.cargo.site/t/original/i/f5b559baf9d249514d6b970635220a83777388146a945c21c7b6aa51bbee338a/Halo-5_Social.png" data-mid="21906582" border="0" src="https://freight.cargo.site/w/1000/i/f5b559baf9d249514d6b970635220a83777388146a945c21c7b6aa51bbee338a/Halo-5_Social.png" /> RESULTS The response was amazing! NeoGAF, Reddit, and Halo WayPoint all lit up as gamers gathered to solve the puzzle. By the time the the key art was complete, we knew our strategy had worked. The buzz had been built through the passion of the community. Halo 5:Guardians launched on October 27th, 2015 with the biggest first week sales in history of the franchise.Social, CRM https://bryanlenning.com/Evil-Geniuses-Rebrand Fri, 15 Sep 2023 15:33:17 +0000 The Lenning Portfolio https://bryanlenning.com/Evil-Geniuses-Rebrand REINVENTING A CLASSIC Strategy/Art Direction/Design +328.32% engagement and +30.42% followers for Evil Geniuses <img width="3000" height="2000" width_o="3000" height_o="2000" data-src="https://freight.cargo.site/t/original/i/f2eb5b818ef57ae788d248246416550a96a36726b091277eb14ea22cf854b141/EG_Poster-Mockup-2.png" data-mid="191169751" border="0" src="https://freight.cargo.site/w/1000/i/f2eb5b818ef57ae788d248246416550a96a36726b091277eb14ea22cf854b141/EG_Poster-Mockup-2.png" /> The Evil Geniuses brand has been on a wild journey of redesign since 2019. But as we entered the 2023 season, it was time to take all we had learned and craft a legacy. EXECUTION We decided to focus on the most consistent element of Evil Geniuses, the crest. EG is a disruptive brand, that has made ripples which are felt far and wide throughout the esports world. The crest is an elegant and beloved visual interpretation of these actions. A wide energetic sweeping curve that builds up to and ends in a point. This gave us our 2023 creative plan of the Curve and Point. <img width="1921" height="1080" width_o="1921" height_o="1080" data-src="https://freight.cargo.site/t/original/i/faf39d4756bfb19c78541bed9c28380524d0df0b7b0b4d59b140dba4e1aba12f/EG_Master_Curve-PointExplanation-1.png" data-mid="191169841" border="0" src="https://freight.cargo.site/w/1000/i/faf39d4756bfb19c78541bed9c28380524d0df0b7b0b4d59b140dba4e1aba12f/EG_Master_Curve-PointExplanation-1.png" /> <img width="2400" height="900" width_o="2400" height_o="900" data-src="https://freight.cargo.site/t/original/i/f57bc627087ed55668f8656fb2d73d08930f4235c5f6081cac7cfd04c4570966/EG_Patterns-2.png" data-mid="191169868" border="0" src="https://freight.cargo.site/w/1000/i/f57bc627087ed55668f8656fb2d73d08930f4235c5f6081cac7cfd04c4570966/EG_Patterns-2.png" /> This strategy allowed us to deconstruct the crest. Not merely using the crest as a moniker but as a way to shape our layouts. These spaces and areas can be containers of information, photos, or textures. As such, we curated a wide swath of organic textures (paint, splashes, smoke, hills, waves) to add fluidity and disruption while remaining gender neutral.&nbsp; <img width="1650" height="2694" width_o="1650" height_o="2694" data-src="https://freight.cargo.site/t/original/i/963dbf20a0b2d35d1bb4d0de24eb5737f45073943578803f8346fe78cd23a89d/EG_Patterns-1A.png" data-mid="191169450" border="0" src="https://freight.cargo.site/w/1000/i/963dbf20a0b2d35d1bb4d0de24eb5737f45073943578803f8346fe78cd23a89d/EG_Patterns-1A.png" /> <img width="1650" height="2694" width_o="1650" height_o="2694" data-src="https://freight.cargo.site/t/original/i/2f996543adc5295f55d362ab85b8e22829f7bb65ce696d168ebcbfab22ba85e6/EG_Patterns-1D.png" data-mid="191169454" border="0" src="https://freight.cargo.site/w/1000/i/2f996543adc5295f55d362ab85b8e22829f7bb65ce696d168ebcbfab22ba85e6/EG_Patterns-1D.png" /> <img width="1650" height="2694" width_o="1650" height_o="2694" data-src="https://freight.cargo.site/t/original/i/42a782c591746f1062321d58e3fe0d748d3ca8a9e8f415950720d4671fe46613/EG_Patterns-1B.png" data-mid="191169479" border="0" src="https://freight.cargo.site/w/1000/i/42a782c591746f1062321d58e3fe0d748d3ca8a9e8f415950720d4671fe46613/EG_Patterns-1B.png" /> <img width="1650" height="2694" width_o="1650" height_o="2694" data-src="https://freight.cargo.site/t/original/i/630d102aa3b8930a75eb55db01a77888e8c040c8cb12ea21791cbc2fbf089263/EG_Patterns-1C.png" data-mid="191169458" border="0" src="https://freight.cargo.site/w/1000/i/630d102aa3b8930a75eb55db01a77888e8c040c8cb12ea21791cbc2fbf089263/EG_Patterns-1C.png" /> <img width="3000" height="2250" width_o="3000" height_o="2250" data-src="https://freight.cargo.site/t/original/i/d7d346f4e402ba44d400c16555d3856a2f83f18a7a8282157616f957c5227d9c/Brand-2.png" data-mid="191332562" border="0" src="https://freight.cargo.site/w/1000/i/d7d346f4e402ba44d400c16555d3856a2f83f18a7a8282157616f957c5227d9c/Brand-2.png" /> Once the look was locked, we started thinking how each one our teams might be represented. EG plays multiple titles from Counterstrike, to DOTA, to League of Legends, to Valorant, and Rocket League. Each game has a different vibe and gameplay style. We wanted to be able to speak to these specific audiences, while still remaining consistent to the Curve and Point system. <img width="1512" height="1512" width_o="1512" height_o="1512" data-src="https://freight.cargo.site/t/original/i/ee7db6ef37656f503f56c84d3434b9987c652e1ae926e9f30784b21110df0201/EG_CSGO-Masterbrand-1.png" data-mid="191146781" border="0" src="https://freight.cargo.site/w/1000/i/ee7db6ef37656f503f56c84d3434b9987c652e1ae926e9f30784b21110df0201/EG_CSGO-Masterbrand-1.png" /> <img width="1512" height="1512" width_o="1512" height_o="1512" data-src="https://freight.cargo.site/t/original/i/ef34102441e5f3f5962a7480a49ffec8f9d94f3c680ca20df9908b9b903594a0/EG_Valorant-Masterbrand-1.png" data-mid="191174056" border="0" src="https://freight.cargo.site/w/1000/i/ef34102441e5f3f5962a7480a49ffec8f9d94f3c680ca20df9908b9b903594a0/EG_Valorant-Masterbrand-1.png" /> <img width="1512" height="1512" width_o="1512" height_o="1512" data-src="https://freight.cargo.site/t/original/i/5531702e8ee1e2974bbba4502afb051f417aef7fabc74ad0cd8758f1658bcff9/EG_RL-Masterbrand_v01.png" data-mid="191146789" border="0" src="https://freight.cargo.site/w/1000/i/5531702e8ee1e2974bbba4502afb051f417aef7fabc74ad0cd8758f1658bcff9/EG_RL-Masterbrand_v01.png" /> Then we went broader and started thinking about how things would play out in expected places like social and especially unexpected places like traditional out-of-home media placements. In fact, what if we combined them? What if you ran into our social header but while walking down the street instead of scrolling. If you’re gonna make an impact you have to think differently. <img width="2837" height="2000" width_o="2837" height_o="2000" data-src="https://freight.cargo.site/t/original/i/15df9338c0ab30f739816728f83c14336db65da45e2ca959b0b12f6d32f60ad8/EG_Wall-Banner-Mockup.png" data-mid="191173645" border="0" src="https://freight.cargo.site/w/1000/i/15df9338c0ab30f739816728f83c14336db65da45e2ca959b0b12f6d32f60ad8/EG_Wall-Banner-Mockup.png" /> <img width="1512" height="1512" width_o="1512" height_o="1512" data-src="https://freight.cargo.site/t/original/i/e81c838a0c1eac7729a1fb531a713b8686e2e02d5e44b1f191a58446c2e6e8d3/EG_Announce-Masterbrand_v05-Merch.png" data-mid="191171654" border="0" src="https://freight.cargo.site/w/1000/i/e81c838a0c1eac7729a1fb531a713b8686e2e02d5e44b1f191a58446c2e6e8d3/EG_Announce-Masterbrand_v05-Merch.png" /> <img width="1512" height="1512" width_o="1512" height_o="1512" data-src="https://freight.cargo.site/t/original/i/68521b84aecd67b52028632e67382604bc453a4724e346f4feeb2b15dc01d6eb/EG_Announce-Masterbrand_v05-Bustop.png" data-mid="191173179" border="0" src="https://freight.cargo.site/w/1000/i/68521b84aecd67b52028632e67382604bc453a4724e346f4feeb2b15dc01d6eb/EG_Announce-Masterbrand_v05-Bustop.png" /> <img width="1512" height="1512" width_o="1512" height_o="1512" data-src="https://freight.cargo.site/t/original/i/e91e9f42343784dd5839be88203d2ddad897939cf590eaeae31732d9a44e5c73/EG_Announce-Masterbrand_v05-Player.png" data-mid="191173224" border="0" src="https://freight.cargo.site/w/1000/i/e91e9f42343784dd5839be88203d2ddad897939cf590eaeae31732d9a44e5c73/EG_Announce-Masterbrand_v05-Player.png" /> <img width="2000" height="1308" width_o="2000" height_o="1308" data-src="https://freight.cargo.site/t/original/i/bac92999e7cd0a9f9137115aa67c3ab8b915c05348274ddca66f4b40d3096d8d/EG_Billboard-2.png" data-mid="191175045" border="0" src="https://freight.cargo.site/w/1000/i/bac92999e7cd0a9f9137115aa67c3ab8b915c05348274ddca66f4b40d3096d8d/EG_Billboard-2.png" /> <img width="1500" height="1500" width_o="1500" height_o="1500" data-src="https://freight.cargo.site/t/original/i/f50183139af57c038596755d1057ef31f78789b844d1fbaf131aef1b5fefbd96/EG_Announce-Masterbrand_v05-Birthday.png" data-mid="191179345" border="0" src="https://freight.cargo.site/w/1000/i/f50183139af57c038596755d1057ef31f78789b844d1fbaf131aef1b5fefbd96/EG_Announce-Masterbrand_v05-Birthday.png" /> <img width="1500" height="1500" width_o="1500" height_o="1500" data-src="https://freight.cargo.site/t/original/i/24b1de935585916b0351c71eda54f4bd7a39e858f29b9e845fd74a0c8e286f5d/EG_Announce-Masterbrand_v05-Schedule.png" data-mid="191179337" border="0" src="https://freight.cargo.site/w/1000/i/24b1de935585916b0351c71eda54f4bd7a39e858f29b9e845fd74a0c8e286f5d/EG_Announce-Masterbrand_v05-Schedule.png" /> <img width="1500" height="1500" width_o="1500" height_o="1500" data-src="https://freight.cargo.site/t/original/i/e230f438e4349656d051f42bb36f8e2139df54c547ca8e66f0cbee1c328ad032/EG_Announce-Masterbrand_v05-LOL.png" data-mid="191179312" border="0" src="https://freight.cargo.site/w/1000/i/e230f438e4349656d051f42bb36f8e2139df54c547ca8e66f0cbee1c328ad032/EG_Announce-Masterbrand_v05-LOL.png" /> <img width="2997" height="2000" width_o="2997" height_o="2000" data-src="https://freight.cargo.site/t/original/i/729f62bbb6eec6202bf64e29498446415519118141b949e60ffe53ddd8160e78/EG_Wall-Banner-Mockup-3.png" data-mid="191332795" border="0" src="https://freight.cargo.site/w/1000/i/729f62bbb6eec6202bf64e29498446415519118141b949e60ffe53ddd8160e78/EG_Wall-Banner-Mockup-3.png" /> RESULTSThe redesign resonated with our teams and fans, while allowing Evil Geniuses to better tell their brand story. Outcomes showed increased engagement of 328.32% and 30.42% additional followers across owned channels. Social, Brand, Merch https://bryanlenning.com/Surface Mon, 04 Feb 2013 06:29:38 +0000 The Lenning Portfolio https://bryanlenning.com/Surface SPREADING THE WORD Concept/Art Direction/Design 750+ custom designs | 10% market share With their phone business floundering, launching Surface was a big bet. The PC market is a crowded landscape. Could Microsoft shake off the rust and create a product that people loved? <img width="2291" height="1500" width_o="2291" height_o="1500" data-src="https://freight.cargo.site/t/original/i/1e5d9a4f8bf80524bbfbf5549f7fe93238939631fb8ab64a82abb81c158d621e/Times_Square.jpg" data-mid="21901947" border="0" src="https://freight.cargo.site/w/1000/i/1e5d9a4f8bf80524bbfbf5549f7fe93238939631fb8ab64a82abb81c158d621e/Times_Square.jpg" /> EXECUTION The Surface, a touch screen with a click in tablet screen, it's about being physical. So the strategy became less about digital and more about the physicality of the printed medium. With the ink still drying on this new brand, my team and I begin crafting concepts around this goal. <img width="1440" height="720" width_o="1440" height_o="720" data-src="https://freight.cargo.site/t/original/i/b739411bdd906d44a2d59845aaef75bac7f6ef6c5d3cfe57bd3078677a70cc60/MicrosoftSurface_05.jpg" data-mid="21893189" border="0" src="https://freight.cargo.site/w/1000/i/b739411bdd906d44a2d59845aaef75bac7f6ef6c5d3cfe57bd3078677a70cc60/MicrosoftSurface_05.jpg" /> <img width="2160" height="2694" width_o="2160" height_o="2694" data-src="https://freight.cargo.site/t/original/i/d6dd9d18e867126992884fd3b5508e06e59d2bc5c64a08e6c240c0278ef82c6d/Surface-1.png" data-mid="191528898" border="0" src="https://freight.cargo.site/w/1000/i/d6dd9d18e867126992884fd3b5508e06e59d2bc5c64a08e6c240c0278ef82c6d/Surface-1.png" /> <img width="2160" height="2694" width_o="2160" height_o="2694" data-src="https://freight.cargo.site/t/original/i/fe2a77866e381ce4135a9638d36374ae431420fd9a78ad1a8539ed89dc286ab5/Surface-2.png" data-mid="191528900" border="0" src="https://freight.cargo.site/w/1000/i/fe2a77866e381ce4135a9638d36374ae431420fd9a78ad1a8539ed89dc286ab5/Surface-2.png" /> The visual takeover of retails spaces became a key element of this ambitious plan. Working with Pastilla, the brand creators, additional flexibility was added to the Surface "look" to allow for the various types of use being discussed. <img width="4000" height="6000" width_o="4000" height_o="6000" data-src="https://freight.cargo.site/t/original/i/0eb3b67ede147e1eb444cce15d6463402ca818e0ed49bdcf7fe74b038c314919/Toronto_TEC-Tower.jpg" data-mid="21901978" border="0" src="https://freight.cargo.site/w/1000/i/0eb3b67ede147e1eb444cce15d6463402ca818e0ed49bdcf7fe74b038c314919/Toronto_TEC-Tower.jpg" /> Media buys were made in a multitude of formats, everything from ads in the New Yorker, to mall elevators, to billboards in Time Square. <img width="2160" height="2694" width_o="2160" height_o="2694" data-src="https://freight.cargo.site/t/original/i/af32ae8f3d915778502c11c6459d590431d829e888d8ec55a910509876b807b7/Surface-4.png" data-mid="191529557" border="0" src="https://freight.cargo.site/w/1000/i/af32ae8f3d915778502c11c6459d590431d829e888d8ec55a910509876b807b7/Surface-4.png" /> <img width="2160" height="2694" width_o="2160" height_o="2694" data-src="https://freight.cargo.site/t/original/i/49611c3ac62639f95944215769a08b8c8df0bddae378989dd619c6f51a635988/Surface-5.png" data-mid="191529601" border="0" src="https://freight.cargo.site/w/1000/i/49611c3ac62639f95944215769a08b8c8df0bddae378989dd619c6f51a635988/Surface-5.png" /> <img width="2160" height="2694" width_o="2160" height_o="2694" data-src="https://freight.cargo.site/t/original/i/9ccf4126028a43d007edb4f9691eab1be423ff5e5d08bf274643782fe2081c2f/Surface-3.png" data-mid="191529642" border="0" src="https://freight.cargo.site/w/1000/i/9ccf4126028a43d007edb4f9691eab1be423ff5e5d08bf274643782fe2081c2f/Surface-3.png" /> <img width="1440" height="810" width_o="1440" height_o="810" data-src="https://freight.cargo.site/t/original/i/927e06ba4aaadff623f252125c9407e6c67f99b4ba54dcb6611554aa04dd90fa/MicrosoftSurface_Banner.jpg" data-mid="21893211" border="0" src="https://freight.cargo.site/w/1000/i/927e06ba4aaadff623f252125c9407e6c67f99b4ba54dcb6611554aa04dd90fa/MicrosoftSurface_Banner.jpg" /> RESULTS At final count, over 750 pieces of creative were concepted and produced. Surface launched to great reviews praising its hardware design, accessories, and aspects of its operating system. By 2013 Surface had cornered nearly 10% of of the PC market. OOH, Print https://bryanlenning.com/Microsoft-Kusoma Fri, 22 Sep 2023 21:28:10 +0000 The Lenning Portfolio https://bryanlenning.com/Microsoft-Kusoma CREATING WONDER Concept/Art Direction/Design The art of retail <img width="2500" height="1687" width_o="2500" height_o="1687" data-src="https://freight.cargo.site/t/original/i/e524722f2f2726811e6b9b725341db4fbe098f1e3aa403b1b4a123f6e50a6613/Wonder_OOH-1.png" data-mid="191620659" border="0" src="https://freight.cargo.site/w/1000/i/e524722f2f2726811e6b9b725341db4fbe098f1e3aa403b1b4a123f6e50a6613/Wonder_OOH-1.png" /> Give Wonder was the holiday campaign tagline.&nbsp; But how to bring that to life in an impactful way? Make the retail space less about selling and more about inspiring. EXECUTION Today’s technology is art. As you browse the branded halls of the Microsoft Store it should feel like visiting a museum. So we brought that metaphor to life by partnering with the incredible Yayoi Kusama whose playful artwork fills museums around the world.&nbsp; <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/37e8fe5dd979992e2cf03199fdc5bcdd71dbf99fd91164b9726b4f454320cb7a/MS_Bonus-2.png" data-mid="191620744" border="0" src="https://freight.cargo.site/w/1000/i/37e8fe5dd979992e2cf03199fdc5bcdd71dbf99fd91164b9726b4f454320cb7a/MS_Bonus-2.png" /> <img width="1200" height="1200" width_o="1200" height_o="1200" data-src="https://freight.cargo.site/t/original/i/5a19aa7a8d6725108e09513d05c97e04665925ee62ed16b25d2cc2d1062b8190/Kusoma_Art-2.png" data-mid="191620755" border="0" src="https://freight.cargo.site/w/1000/i/5a19aa7a8d6725108e09513d05c97e04665925ee62ed16b25d2cc2d1062b8190/Kusoma_Art-2.png" /> <img width="1200" height="1200" width_o="1200" height_o="1200" data-src="https://freight.cargo.site/t/original/i/ade992c03230692c1a1eeccf55643ef6161c88b0c64a14f67bedf31ec0f24be6/Kusoma_Art-1.png" data-mid="191620752" border="0" src="https://freight.cargo.site/w/1000/i/ade992c03230692c1a1eeccf55643ef6161c88b0c64a14f67bedf31ec0f24be6/Kusoma_Art-1.png" /> <img width="1200" height="1200" width_o="1200" height_o="1200" data-src="https://freight.cargo.site/t/original/i/363b26496548292474239310960f4c888f4a59f3d0c3c24b409d2e2f5a5ed5bf/Kusoma_Art-3.png" data-mid="191620759" border="0" src="https://freight.cargo.site/w/1000/i/363b26496548292474239310960f4c888f4a59f3d0c3c24b409d2e2f5a5ed5bf/Kusoma_Art-3.png" /> Yayoi’s polka dots are iconic and instantly recognizable. Using her work as a starting point we crafted patterns inspired by our color Microsoft Blue and Red palettes. We then experiemented with how these patterns would play out in a physical space. How might we treat the front of a storefront window, what would a painted pattern look like on a shopping bag. <img width="1200" height="1200" width_o="1200" height_o="1200" data-src="https://freight.cargo.site/t/original/i/4f04847a3edd5f519b2d23699b8e675906c16c867a6f3e07531650ee91f61bf4/MS_Art-1.png" data-mid="191620769" border="0" src="https://freight.cargo.site/w/1000/i/4f04847a3edd5f519b2d23699b8e675906c16c867a6f3e07531650ee91f61bf4/MS_Art-1.png" /> <img width="1200" height="1200" width_o="1200" height_o="1200" data-src="https://freight.cargo.site/t/original/i/c5c23a307ddae1c0ecc26eb85e0be00a4d2eb5c056c437b842eb63a2e543ae6f/MS_Art-2.png" data-mid="191620770" border="0" src="https://freight.cargo.site/w/1000/i/c5c23a307ddae1c0ecc26eb85e0be00a4d2eb5c056c437b842eb63a2e543ae6f/MS_Art-2.png" /> <img width="1200" height="1200" width_o="1200" height_o="1200" data-src="https://freight.cargo.site/t/original/i/247b407667c5ec71900c211d6a8824b1853685f00578550fa5f179f8736f374a/MS_Art-3.png" data-mid="191620771" border="0" src="https://freight.cargo.site/w/1000/i/247b407667c5ec71900c211d6a8824b1853685f00578550fa5f179f8736f374a/MS_Art-3.png" /> <img width="1200" height="1200" width_o="1200" height_o="1200" data-src="https://freight.cargo.site/t/original/i/b5b4e127dba4ee33f1c45513b2e5d4f301f7dc885bbfe7185dd19087787b6a51/MS_Art-4.png" data-mid="191620772" border="0" src="https://freight.cargo.site/w/1000/i/b5b4e127dba4ee33f1c45513b2e5d4f301f7dc885bbfe7185dd19087787b6a51/MS_Art-4.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/8f7402929811e977e8dc5db1d930208f70125c1f09f2d8353ee4ccb159b91437/MS_Store_Front-2.png" data-mid="191620845" border="0" src="https://freight.cargo.site/w/1000/i/8f7402929811e977e8dc5db1d930208f70125c1f09f2d8353ee4ccb159b91437/MS_Store_Front-2.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/2b0d77e5e177f45f046364346c4b28560cbafb2ffe328dd3893efb704fbfde92/MS_Store_Bag.png" data-mid="191620870" border="0" src="https://freight.cargo.site/w/1000/i/2b0d77e5e177f45f046364346c4b28560cbafb2ffe328dd3893efb704fbfde92/MS_Store_Bag.png" /> As we fine tuned our explorations, the keyart took shape. Give Wonder needed to make you smile. It also needed to tie directly back to Microsoft brand standards and the products we were selling. It’s a careful balancing act we had to nail. <img width="2496" height="2000" width_o="2496" height_o="2000" data-src="https://freight.cargo.site/t/original/i/5b39ea315fdc07085f60d473f48bbc4bf2972c99848622dec1a48cb3cdf40c0d/smartmockups_k26gj8lf.jpg" data-mid="191622242" border="0" src="https://freight.cargo.site/w/1000/i/5b39ea315fdc07085f60d473f48bbc4bf2972c99848622dec1a48cb3cdf40c0d/smartmockups_k26gj8lf.jpg" /> <img width="2496" height="2000" width_o="2496" height_o="2000" data-src="https://freight.cargo.site/t/original/i/87c3e396d0e3287fb945cb2d7164f60965993d1b67e42871b6063676f4c10ccc/smartmockups_k26fvscp.jpg" data-mid="191685597" border="0" src="https://freight.cargo.site/w/1000/i/87c3e396d0e3287fb945cb2d7164f60965993d1b67e42871b6063676f4c10ccc/smartmockups_k26fvscp.jpg" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/8f932c0fb9a57996bb78780134b867fdb3850aeafc157870538aa66ca9516634/Give_Wonder-1.png" data-mid="191687441" border="0" src="https://freight.cargo.site/w/1000/i/8f932c0fb9a57996bb78780134b867fdb3850aeafc157870538aa66ca9516634/Give_Wonder-1.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/67494cdf766658cdf91fcdfad2811ce07e3c7ef9f13164a2afbe39388b8ba4a0/Give_Wonder-2.png" data-mid="191687443" border="0" src="https://freight.cargo.site/w/1000/i/67494cdf766658cdf91fcdfad2811ce07e3c7ef9f13164a2afbe39388b8ba4a0/Give_Wonder-2.png" /> <img width="3731" height="2487" width_o="3731" height_o="2487" data-src="https://freight.cargo.site/t/original/i/82eecec464f0fe705c240f36eefc75e1b034fd9da52f4e6cf93315db6a70a2ef/Wonder_OOH-2.png" data-mid="191622091" border="0" src="https://freight.cargo.site/w/1000/i/82eecec464f0fe705c240f36eefc75e1b034fd9da52f4e6cf93315db6a70a2ef/Wonder_OOH-2.png" /> Plan in hand, we dove into the store experience. We combed through all existing elements: podiums, stands, screens, tables, and shelves. Everything needed to be thoroughly considered to tell the Microsoft | Kusama story. Patterns can easily become “too much,” so we took special care as we planned to ensure the eye was always delighted and never overwhelmed. We crafted motion graphics loops that utilized the polka dots in exciting ways. Sometimes they would slowly flutter down like snow, other times they would splat onto the screen as they might a Yayoi canvas. <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/2aafbda3840712a1c2fbce8cc8d50a4eb641311416719a9fc795a525dcaa904e/MS_Store_Screens-1.png" data-mid="191620812" border="0" src="https://freight.cargo.site/w/1000/i/2aafbda3840712a1c2fbce8cc8d50a4eb641311416719a9fc795a525dcaa904e/MS_Store_Screens-1.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/374b62f54d16ac914e24dc9aa3bbf60a5a5f3bb770fedece1abcb14d17caf355/MS_Store_Print.png" data-mid="191620815" border="0" src="https://freight.cargo.site/w/1000/i/374b62f54d16ac914e24dc9aa3bbf60a5a5f3bb770fedece1abcb14d17caf355/MS_Store_Print.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/344f979e2140574de7d8743b15bd9c95ab303a4e8c7b05ebd1243810e6b2cbd9/MS_Store_Pillars.png" data-mid="191620817" border="0" src="https://freight.cargo.site/w/1000/i/344f979e2140574de7d8743b15bd9c95ab303a4e8c7b05ebd1243810e6b2cbd9/MS_Store_Pillars.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/fe644840d2e18513d5fadb75593dd776c2a3fdef4a1111e0ad57ba989ee39a1f/MS_Store_Screens-2.png" data-mid="191620894" border="0" src="https://freight.cargo.site/w/1000/i/fe644840d2e18513d5fadb75593dd776c2a3fdef4a1111e0ad57ba989ee39a1f/MS_Store_Screens-2.png" /> Utilizing the area around our stores was the most fun. Finding spaces that could broaden the reach of our narrative and set the stage for discovery as you rounded the corner and found yourself face to face with the Microsoft Store Give Wonder campaign. <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/8aaf384b1ce3906395f46219df7f3193cb47cad73301b9302dc6086beb741253/MS_Store_Billboard-1.png" data-mid="191621314" border="0" src="https://freight.cargo.site/w/1000/i/8aaf384b1ce3906395f46219df7f3193cb47cad73301b9302dc6086beb741253/MS_Store_Billboard-1.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/7dfe962a6cb9fbd1c33ef7e9a5fc137fc78e95ab8192a1e8a3018f8679f65ef5/MS_Store_Billboard-2.png" data-mid="191621315" border="0" src="https://freight.cargo.site/w/1000/i/7dfe962a6cb9fbd1c33ef7e9a5fc137fc78e95ab8192a1e8a3018f8679f65ef5/MS_Store_Billboard-2.png" /> <img width="3000" height="2000" width_o="3000" height_o="2000" data-src="https://freight.cargo.site/t/original/i/ac33b628ccf60eb31bddc59850fd28570c360817fb9a1da34c5a625c18a7ad9f/Wonder_OOH-8.png" data-mid="191686922" border="0" src="https://freight.cargo.site/w/1000/i/ac33b628ccf60eb31bddc59850fd28570c360817fb9a1da34c5a625c18a7ad9f/Wonder_OOH-8.png" /> With such beautiful and charming artwork it would be an absolute miss if we didn’t work with&nbsp;Yayoi to make sure that every Surface leaving the store that season could be outfitted in an appropriately inspiring case. <img width="1200" height="1200" width_o="1200" height_o="1200" data-src="https://freight.cargo.site/t/original/i/7fde45d032f6be50785bfd776b1b03af0a77db7cdc1bf95b192693c6c611471e/Merch-1.png" data-mid="191623064" border="0" src="https://freight.cargo.site/w/1000/i/7fde45d032f6be50785bfd776b1b03af0a77db7cdc1bf95b192693c6c611471e/Merch-1.png" /> <img width="1200" height="1200" width_o="1200" height_o="1200" data-src="https://freight.cargo.site/t/original/i/9e81fc12101c3df654a2360b7ff370a6e76f409f16ca1c6d5f792bfb8ae2d0f6/Merch-2.png" data-mid="191623043" border="0" src="https://freight.cargo.site/w/1000/i/9e81fc12101c3df654a2360b7ff370a6e76f409f16ca1c6d5f792bfb8ae2d0f6/Merch-2.png" /> <img width="1200" height="1200" width_o="1200" height_o="1200" data-src="https://freight.cargo.site/t/original/i/fa6eade47d8a547df2fe7c5d90b058fb6e41dafc85849d5aa74b51802b661993/Merch-3.png" data-mid="191623046" border="0" src="https://freight.cargo.site/w/1000/i/fa6eade47d8a547df2fe7c5d90b058fb6e41dafc85849d5aa74b51802b661993/Merch-3.png" /> OOH, Brand, Retail, Merch https://bryanlenning.com/Adobe-HacktheBracket Mon, 09 Sep 2019 14:17:26 +0000 The Lenning Portfolio https://bryanlenning.com/Adobe-HacktheBracket HARNESS THE MADNESS Concept/Strategy 300+ hours of Adobe Analytics trial usage | $17M+ in closed deals 2019 Webby Nominee 2019 The Shorty Awards Finalist The Adobe Summit in late March is the biggest event that Adobe throws all year. It the time for your Adobe product to shine and make an impact. Adobe Analytics reached out as they wanted to create a stratgey that would let them make a splash not just at the event, but in the month leading up to it. The Hack the Bracket campaign was designed to directly take on Google's relationship with the NCAA and illustrate the Nostradamus like power of Adobe Analytics. <img width="3000" height="2000" width_o="3000" height_o="2000" data-src="https://freight.cargo.site/t/original/i/0483331dd5a4e094a3b8a2b7b83060a987bb04fd9d8d0a1ac7b3e7f6cb279b55/smartmockups_k0d3bkj3.jpg" data-mid="50239566" border="0" src="https://freight.cargo.site/w/1000/i/0483331dd5a4e094a3b8a2b7b83060a987bb04fd9d8d0a1ac7b3e7f6cb279b55/smartmockups_k0d3bkj3.jpg" /> EXECUTION Every marketer has their perfect shot—and data helps them hit it. That was the rally cry for a campaign that kicked off&nbsp; by offering you the opportunity to harness Adobe Analytics to Hack the Bracket and tie directly into the data driven core of "March Madness." By licensing collegiate basketball data from Sportradar and building a predictive tool with our own analytics product, we opened up the product for public trial for the first time ever, to look at matchups, empower our users to choose the winners as they filled out their bracket and ultimately predict the champion. In addition to a hands-on product experience, multiple social media and digital tactics created widespread awareness in the online space. From influencer based content to Live Facebook streams with Adobe data pros and bracket specialists. <img width="2000" height="875" width_o="2000" height_o="875" data-src="https://freight.cargo.site/t/original/i/2ced651f5fc981e4013001dacb8dc6a86c4095f5b060e9ebaff201713014280f/AdobeStock_177224532-Converted-e1552918074978.jpg" data-mid="50238558" border="0" src="https://freight.cargo.site/w/1000/i/2ced651f5fc981e4013001dacb8dc6a86c4095f5b060e9ebaff201713014280f/AdobeStock_177224532-Converted-e1552918074978.jpg" /> An onsite activation at Adobe Summit created an immersive, real-time experience that put that puts attendees’ toes at the free-throw line and analytics into action.&nbsp;Before stepping into the limelight, attendees would&nbsp; perfect “their shot” at the Hot Hoops. After nailing their form,&nbsp;attendees stepped up to the free throw line and took “a shot at perfection.” A live scoreboard gave a live statistic analysis telling them how they did. <img width="4800" height="2700" width_o="4800" height_o="2700" data-src="https://freight.cargo.site/t/original/i/750870748a2a29594caa6784789bb871d8dd37892de6476575649d51f4638dd3/Adobe_Basketball_Sketch_1.25---1.jpg" data-mid="50496549" border="0" src="https://freight.cargo.site/w/1000/i/750870748a2a29594caa6784789bb871d8dd37892de6476575649d51f4638dd3/Adobe_Basketball_Sketch_1.25---1.jpg" /> <img width="4800" height="2700" width_o="4800" height_o="2700" data-src="https://freight.cargo.site/t/original/i/e0e4af7ac961bdfdab490fca2350afec25efde95ec5ca96c4c1ac0f8e712f6f9/Adobe_Basketball_Sketch_1.25---2.jpg" data-mid="50496562" border="0" src="https://freight.cargo.site/w/1000/i/e0e4af7ac961bdfdab490fca2350afec25efde95ec5ca96c4c1ac0f8e712f6f9/Adobe_Basketball_Sketch_1.25---2.jpg" /> After the moment of glory, attendees received a highly cusomized email containing all their states from the experience and how they compared to others in their field. <img width="3000" height="2000" width_o="3000" height_o="2000" data-src="https://freight.cargo.site/t/original/i/07a0aacc430c1a712b345cc6fb4d9514c30de83ccf218aa22503d5244b266332/smartmockups_k0ha11o9.jpg" data-mid="50504278" border="0" src="https://freight.cargo.site/w/1000/i/07a0aacc430c1a712b345cc6fb4d9514c30de83ccf218aa22503d5244b266332/smartmockups_k0ha11o9.jpg" /> RESULTS Harnessing the Madness proved a perfect concept. The campaign garnered several award nominations and captured a long list of email addresses as people signed up to gain access to Adobe Analytics. This has drove more than 300+ hours of Adobe Analytics trial usage. Our Hack the Bracket tool worked so well, it scored in the 98th percentile for brackets filled out. And even correctly predicted the 2018 NCAA National Champion.&nbsp; After connecting data from multiple customer and marketing platforms, this campaign influenced more than $17M closed deals with more money still in pipeline. Social, Video, Digital, Event, CRM https://bryanlenning.com/Year-In-Review Wed, 10 Feb 2016 08:39:14 +0000 The Lenning Portfolio https://bryanlenning.com/Year-In-Review VERY PERSONALIZED MARKETING Concept/Art Direction/Design 13X the average CTOR |&nbsp;84% positive sentiment on Twitter 2016 Gold Addy Award 2016 Silver Addy Award 2016 Gold District Addy Award 2016 Silver District Addy Award 2016 Silver International DMA Echo Award 2016 Bronze Mixx Award2016 Webby Award Nominee The Year One campaign had been a success, but this time we wanted to let EVERYONE in on the fun. <img width="1366" height="768" width_o="1366" height_o="768" data-src="https://freight.cargo.site/t/original/i/f7713b552a880933221932f267585dbdf5e8fac538403c3b70005aed3411472d/Screen-Shot-2018-08-07-at-3.31.55-PM.png" data-mid="22021440" border="0" src="https://freight.cargo.site/w/1000/i/f7713b552a880933221932f267585dbdf5e8fac538403c3b70005aed3411472d/Screen-Shot-2018-08-07-at-3.31.55-PM.png" /> EXECUTION Gamers love to see what they've accomplished, so we gave them just that—and then some. Xbox gamers who signed in to the campaign microsite were treated with a comprehensive overview of their 2015 stats on Xbox. <img width="1000" height="627" width_o="1000" height_o="627" data-src="https://freight.cargo.site/t/original/i/8dd08d0fe145886d7e364fef5d667efeced43bd245eaf41564540cbeb89eabac/YearInReview_inhand_2.jpg" data-mid="21936015" border="0" src="https://freight.cargo.site/w/1000/i/8dd08d0fe145886d7e364fef5d667efeced43bd245eaf41564540cbeb89eabac/YearInReview_inhand_2.jpg" /> From the games they played, to the gamerscores they earned, from the achievements of their friends to how they compare with the whole Xbox community, users were able to get an extremely personalized view of the ways they personally spent 2015 gaming (and more) with Xbox. <img width="1000" height="6009" width_o="1000" height_o="6009" data-src="https://freight.cargo.site/t/original/i/95b90e721e0b29f24f0c3119c9318596f03a4e58d81b48cdb9dd2908c2cd7cdf/YIR_fullsite_wiborder.jpg" data-mid="21936009" border="0" src="https://freight.cargo.site/w/1000/i/95b90e721e0b29f24f0c3119c9318596f03a4e58d81b48cdb9dd2908c2cd7cdf/YIR_fullsite_wiborder.jpg" /> Tapping into our audience's inherent competitiveness, we used this site to encourage our users to share their personal stats with their friends in and out of the community. And that's exactly what they did. <img width="1366" height="768" width_o="1366" height_o="768" data-src="https://freight.cargo.site/t/original/i/7c385a190256c821a17039d0803d96997440c9a4ee4d6a43b38b1d99d978330f/Screen-Shot-2018-08-07-at-3.26.41-PM.png" data-mid="21893080" border="0" src="https://freight.cargo.site/w/1000/i/7c385a190256c821a17039d0803d96997440c9a4ee4d6a43b38b1d99d978330f/Screen-Shot-2018-08-07-at-3.26.41-PM.png" /> RESULTSWe created 11.5 Million autobiographical emails. The click-to-open rates exceeded benchmarks by 122%. Also, there were 80 mentions in press, blogs and forums, and nearly 1,000 social mentions. It won multiple Gold and Silver ADDYs, a District Silver ADDY, a Silver DMA ECHO award, a Bronze MIXX award, a Webby nomination, and went on to become a yearly program for Xbox. Digital, Social, UX