Eric Chevalier

Toyota had a problem regarding the launch of the 2014 Tundra. A lot of time and research had gone into their big brand idea – that with the Toyota Tundra, you can tow, haul or build anything. All of their ads featured actor Dads using the truck to build everything from tree houses to baseball fields. Outside of the traditional advertising campaign, they felt they needed a more authentic way to prove the promise. They needed real people getting their hands dirty behind the wheel of a new… Show more

Toyota had a problem regarding the launch of the 2014 Tundra. A lot of time and research had gone into their big brand idea – that with the Toyota Tundra, you can tow, haul or build anything. All of their ads featured actor Dads using the truck to build everything from tree houses to baseball fields. Outside of the traditional advertising campaign, they felt they needed a more authentic way to prove the promise. They needed real people getting their hands dirty behind the wheel of a new Tundra.

First, we took a a deeper dive into the makeup of Tundra owners online, discovering where they lived, how they earned a living and what they did in their free time. Then, we identified a long list of influential people all over the country who fit the bill, vetting and narrowing the field down to a short list of Tundra Men who needed the truck to accomplish something important to them, whether that be shaping a new surfboard, building an iron gate or taking the family out into the wilderness. These guys became our content production team, capturing the truck in its natural habitat, sharing beautiful images and video with their audiences and sending some back for our use through Toyota’s channels.

(Performance metrics to come. The campaign is still in progress.) Show less

MLB’s opening day is a huge moment for baseball every year. PlayStation wanted to make their latest installment of MLB The Show a key discussion point during that time. With a coinciding game launch, it was an opportunity to use that excitement to bring in the broader baseball audience, and to get baseball fans across the internet excited about a game that is “So Real, It’s Unreal.”

To command attention from leading voices in the baseball world, we brought an analog pastime up to speed… Show more

MLB’s opening day is a huge moment for baseball every year. PlayStation wanted to make their latest installment of MLB The Show a key discussion point during that time. With a coinciding game launch, it was an opportunity to use that excitement to bring in the broader baseball audience, and to get baseball fans across the internet excited about a game that is “So Real, It’s Unreal.”

To command attention from leading voices in the baseball world, we brought an analog pastime up to speed with a very personal touch through a first-of-its-kind Vine Baseball Card. At the time, Vine was still an emerging platform and brands had yet to figure out how to use it in an authentic way. When we hacked our way into Vine’s back end, allowing us to port game footage directly into the application, we knew the VBC campaign was going to be big.

One of the marquee features of the game – Road To the Show – allows gamers to play out the entire career of a custom-created player. We identified a list social influencers in the sports and gaming communities and used Vine to show them what it would be like to be “in the game.” Using The Show’s advanced player personalization functionality, we created mirror images of each influencer, placing them on the field as a star player on their favorite team. With MLB The Show’s video capture feature, we produced 6-second highlight reels depicting their heroics in an alternate baseball universe.

The videos were then released on the newly launched Vine as recognizably nostalgic baseball cards and delivered to each influencer as an Opening Day surprise. In the days following, we connected with writers from digital outlets to promote The Show’s innovative launch approach. Focusing on the Vine Baseball Card initiative, we used Editorial Outreach to reinforce the overarching strategy – bringing the game’s unmatched realism to life in a reinvigorated medium and putting baseball’s biggest fans on the field using up-to-the-minute technology. Show less

Nike’s Game On World campaign was a global call- to-arms around the 2012 Olympics based on the premise that “if you have a body, you are an athlete.” The message was fit to resonate on the big stage – broadcast communications. To provide proof of that promise, my team honed in on the LA market to take the global campaign and make it hit home.

A system was set up for Nike LA to take an active approach to social listening – identifying local athletes and “hero’ing” them for the social… Show more

Nike’s Game On World campaign was a global call- to-arms around the 2012 Olympics based on the premise that “if you have a body, you are an athlete.” The message was fit to resonate on the big stage – broadcast communications. To provide proof of that promise, my team honed in on the LA market to take the global campaign and make it hit home.

A system was set up for Nike LA to take an active approach to social listening – identifying local athletes and “hero’ing” them for the social audience at large. We challenged local influencers to document their experiences with Nike on a personal level and turned UGC content from local athletes into honest communications about sports from Nike’s global presence. Show less