http://www.shanealderton.com/about daily 0.75 2013-07-16 https://images.squarespace-cdn.com/content/v1/515c7b5ae4b0875140c3d94a/1373491396977-VOBI8J8WIHPT5GG233PW/IMG_5351.jpg strategic creative director https://images.squarespace-cdn.com/content/v1/515c7b5ae4b0875140c3d94a/1373491422053-Q4F1868YD89GLZA89987/IMG_4064.jpg strategic creative director https://images.squarespace-cdn.com/content/v1/515c7b5ae4b0875140c3d94a/1372176532638-XFQKP9OHWC56GMHP1L2G/IMG_4921.jpg strategic creative director https://images.squarespace-cdn.com/content/v1/515c7b5ae4b0875140c3d94a/1373491350940-RFQ15KDXJ60BRHBB098X/IMG_3616.jpg strategic creative director https://images.squarespace-cdn.com/content/v1/515c7b5ae4b0875140c3d94a/1374002899544-I0E31KK6UCZYMX8UJTEB/IMG_4224-retouch.jpg strategic creative director http://www.shanealderton.com/blog daily 0.75 2012-11-13 http://www.shanealderton.com/particulars daily 0.75 2013-10-29 https://images.squarespace-cdn.com/content/v1/507c1fdb84ae362b5e7be351/1383062089166-3F77YH5IG15AIY7T3M5Y/locations-02.jpg particulars Source https://images.squarespace-cdn.com/content/v1/507c1fdb84ae362b5e7be351/1383062183175-95ATSJ3SDEKXWVI59Z4S/locations-03.jpg particulars  Source https://images.squarespace-cdn.com/content/v1/507c1fdb84ae362b5e7be351/1383061919830-YQJVFFKUNN3RBD2CD6BR/locations-01.jpg particulars  Source http://www.shanealderton.com/the-ruse daily 0.75 2018-02-18 https://images.squarespace-cdn.com/content/v1/52f1305ce4b001d22eee00a2/1518921390751-CK356LAI1W4HZ4HYMT4M/ShaneAlderton_4.jpg So, just who is that Shane guy https://images.squarespace-cdn.com/content/v1/52f1305ce4b001d22eee00a2/1518921390751-CK356LAI1W4HZ4HYMT4M/ShaneAlderton_4.jpg So, just who is that Shane guy http://www.shanealderton.com/theburningnegatives daily 0.75 2023-09-14 http://www.shanealderton.com/work daily 0.75 2013-10-29 https://images.squarespace-cdn.com/content/v1/507c1fdb84ae362b5e7be351/1445453416508-1LOHP1XV35WPZW8ZCI9L/menu-top.jpg work Source https://images.squarespace-cdn.com/content/v1/507c1fdb84ae362b5e7be351/1445453531836-7KNRM650Y34UYR0WCZF3/menu-bottom.jpg work Source https://images.squarespace-cdn.com/content/v1/507c1fdb84ae362b5e7be351/1352827597100-YOH8DI3J3YQYPPOMCHZ3/menu-01.jpg work http://www.shanealderton.com/work-1 daily 1.0 2021-01-20 https://images.squarespace-cdn.com/content/v1/52f1305ce4b001d22eee00a2/1519071366535-87ULS7JNIQ922BNI330X/Cover.jpg Work https://images.squarespace-cdn.com/content/v1/52f1305ce4b001d22eee00a2/1519072689224-F41KDNGWJRZUHABLE3SJ/image-asset.jpeg Work - Big Fish Casino INSIGHT New social features built into the Big Fish Casino platform made a night on the couch feel like a night out on the town with friends. IDEA Sitting on the couch in your PJ's or at the office on break are not the most glamorous situations to find yourself in, but they are very active times for Big Fish Casino users. The social gaming experience provided by the platform gives everyone the opportunity to experience a glamorous night of gambling and socializing, wherever and whenever you like. In the spot we wanted to build to a crescendo of action before revealing our hero's true location. I led concept development, casting, storyboarding and pre-production of this spot but final production used in house resources and partnership driven locations. This was the first TV spot Big Fish Games had ever produced and they saw a 40% lift in downloads for the test markets. The spot soon went nationwide and has spawned several subsequent ads in the series. https://images.squarespace-cdn.com/content/v1/52f1305ce4b001d22eee00a2/1519153633434-K1LORXX2OKDG1UP8OSF8/TMO_BG.jpg Work https://images.squarespace-cdn.com/content/v1/52f1305ce4b001d22eee00a2/1519168556831-6GO1B6BAWGNJAR4G9P2M/FCCX_01131_storeFrt_K%5B1%5D%5B2%5D_0.jpg Work https://images.squarespace-cdn.com/content/v1/52f1305ce4b001d22eee00a2/1519060485806-INV46ZQYOT1CBT1GNL3J/homepage.jpg Work - BeefItsWhatsForDinner.com INSIGHT Beef is daunting. It's expensive, challenging to prepare and the butchers case is shrouded in mystery. People love beef, but the last place any of them were going to demystify this king of protein was the source, BeefItsWhatsForDinner.com. IDEA Years ears of operating in silos based more on internal organization than the needs of their audiences led to numerous web properties with inconsistent, duplicative and often times contradictory information. The NCBA knew they needed to get their story straight and we were brought in to help. When we dug into the myriad of web properties we Identified a single unifying thread that allowed us to consolidate into a single, delicious experience - recipes. Although each of the stakeholder groups had valuable content to share, recipes accounted for a vast majority of the website traffic. And with a URL like BeefItsWhatsForDinner.com, leading with great tasting beef dishes just made sense. So we developed a UX strategy around using recipes to break down the silos and draw consumers into the world of beef. Featuring in-depth cooking guides, educational resources to demystify the butchers case and compelling stories of the ranchers who make it all happen, BeefItsWhatsForDinner.com became a unified resource for those who cook, serve, sell and enjoy beef. https://images.squarespace-cdn.com/content/v1/52f1305ce4b001d22eee00a2/1519008058869-CZ8PLKT3VBLSC34X509H/image-asset.jpeg Work - Microsoft takes on Google with Scroogled! INSIGHT Google had become synonymous with a great search experience but unbeknownst to most consumers, access to your results page, inbox and chat sessions were available to the highest bidder. IDEA Google's beloved stature as everyone's favorite search engine along with the Orwellian nature of the charges leveled against them meant we needed an almost ironically palatable vehicle for delivering Microsoft's message. Scroogled was created as a way to tell a serious security story through the eyes of relatable, everyday characters. From misleading search results to ads targeting based on private conversation, we partnered with Mark Penn, a political strategist turned Microsoft executive whose team combed through Google's various policy statements then polled end users to find out which topics were of the most concern. As a topic was selected, we quickly built a storyline, wrote scripts, engaged production companies and produced omni-channel content within days of being briefed. Scroogled captured the attention of the ad world and the press, receiving accolades from Ad Age, Ad Week, as well as mentions in publications from Tech Crunch and Tech Radar to USA Today and the Washington Post. The highlight, however was hearing "HE GOT SCROOGLED!" on Monday Night Football. https://images.squarespace-cdn.com/content/v1/52f1305ce4b001d22eee00a2/1519320847350-FTGBCNUACEEKGFCXEVYD/crystalSlug.jpg Work - Crystal Luxury Travel INSIGHT Luxury travelers are driven more by unique and intriguing experiences than by price or amenities. IDEA Crystal Cruises was already the world's most awarded cruise line, but when expanding their offering into air travel, river cruising and destination experiences, they needed a platform on which to re-invent themselves. Knowing that this audience, typically wealthy retirees, had already seen the world, our job was to help them envision ways to see it in an entirely new light. Our campaign, All Exclusive, was a twist on the expected world of all inclusive travel. The whimsical imagery and exotic locales gave our seasoned travelers a glimpse into the unexpected that they can expect from Crystal. We partnered with Crystal to develop a design and photography style as well as executing print and digital media as well as designing and developing their web presence. https://images.squarespace-cdn.com/content/v1/52f1305ce4b001d22eee00a2/1519857429532-X7QOLPNYATWZ5P55T0ZA/Slide08-23935.jpg Work - Office 365 with the Modern Marketing Dashboard INSIGHT Microsoft is one of the largest and most complex organizations in business. If the new Office 365 could help them untangle their own marketing challenges, just imagine what it could do for the vast majority of businesses out there. IDEA Using tools which come native to the latest Office 365 suite, including Power BI and SQL Server 2016, Microsoft built a rich marketing visualization and planning tool called the Modern Marketing Dashboard. By combining the various tools and technologies in Office 365, business are able to get an instantaneous view of their current marketing spend along with the ability to identify top performing units to optimize for best ROMI. To expose businesses to the power of this toolset, Microsoft made the Modern Marketing Dashboard available as a limited time promotion to those who upgraded to the latest Office 365 suite. To promote this we created a series of informational videos as well as digital, social and CRM tactics.   https://images.squarespace-cdn.com/content/v1/52f1305ce4b001d22eee00a2/1519061373080-QNC7RDUZY3ILV3NQ57NZ/032017_Havoline_Brand_2017_clearspace_Page_01.jpg Work - Havoline Global Brand Refresh INSIGHT Today's younger drivers aren't the "car guys" of old. To them the car is a means to an end. A tool to get from place to place, accomplish tasks and collect experiences. Performance isn't a selling point, it's all about prolonged life. IDEA The technology in Havoline's new motor oils will actually help extend the life of your car. Our challenge was developing a creative platform that connected that wear protection to the things that mattered most to today's driver. When you boil it down, you want your car and all of the experiences it makes possible to do one simple thing...Keep Going. https://images.squarespace-cdn.com/content/v1/52f1305ce4b001d22eee00a2/1521136981310-0YNPQ9YXR3Z7A5NEHMDH/em_home.jpg Work - Extra Mile Social Presence INSIGHT When gearing up for the day ahead, or unwinding from the commute home, little extras can make all the difference. IDEA Convenience stores exist to fulfill a specific purpose, to quickly supply you with the snacks and supplies you need to get you where you're going. Extra Mile strives to be more than just convenient, they want to be the spot you can count on for that little something extra to make you day a little better. To achieve this, we needed to step back from the traditional price/discount approach and talk about Extra Mile's selection in a more fun, experiential way. Along with the release of their character, Extra Man, an array of content categories were developed that focused on everything from cool and unusual things you could do with items from the store to deals and specials to seasonal and topical moments throughout the year. By creating a social voice that was very light hearted and tongue in cheek, we were able to present a fun way to add a little extra to your day, regardless of the season. Over the life of the program, the Extra Mile Facebook presence has garnered 8500 regular followers and hundreds of thousands of likes and shares. https://images.squarespace-cdn.com/content/v1/52f1305ce4b001d22eee00a2/1521140435382-KDL98EKKP30NSMJFFRXS/techron_home.jpg Work https://images.squarespace-cdn.com/content/v1/52f1305ce4b001d22eee00a2/1519144676083-1ICUIHVN3RO6FJMWHQAB/direct_mail1.jpg Work - Visual Studio 2010 product launch INSIGHT Walk into any room and you are surrounded by innumerable objects executing code. IDEA Microsoft had lost ground to other platforms in the Developer community and needed a way to re-connect with them. To accomplish this, they completely redesigned their flagship development platform to include features unheard of in other tools. Our job was to make sure developers fell in love with it. As a group, developers are typically the un-heralded heroes of this technological age, so we wanted to glorify their efforts and draw a clear line between the code they write and the effect it has on the world. That link allowed the new features of Visual Studio to shine. Life runs on code featured copy written in they syntax of code as a wink to developers and to let them know that Microsoft still loved them. We build a suite of assets and global toolkit to roll the campaign out in 23 countries. We also organized a single day Global launch event capped off by a keynote presentation at the Microsoft Ignite convention in Las Vegas. The launch kicked off a 6 month beta period where download goals were met in the first 30 days and built momentum toward one of Microsoft's largest launches of the year. https://images.squarespace-cdn.com/content/v1/52f1305ce4b001d22eee00a2/1610497301881-1XRZMMZPN2CZROLTVGIP/DTC.jpg Work - Redefining Gin with Bulldog INSIGHT Bulldog Gin was looking to re-invent itself after joining the ranks of the Campari Group. Gin is a very polarizing spirit, as the traditional mix of botanicals are far from subtle. Gin has always begged for a mixer, becoming the prefix of a cocktail rather than the star. Gin & Tonic, Gin Rickey, Gin Gimlet, the list goes on. But Bulldog is a different kind of Gin. It’s unique mix of botanicals make it not only fantastic in a cocktail, but it’s also a surprisingly refreshing beverage when served with nothing more than a good piece of ice. IDEA To push against the conventions in the category and establish Bulldog as a spirit like no other we wanted to create a jarring visual that took the idea of the “G&T” and literally tossed it out on its glass. Bulldog, upon realizing it had been watered down with tonic, forcibly ejects the offending liquid to reveal a perfectly proportioned Gin on the Rocks. Like the tagline says, it’s in a glass of its own. https://images.squarespace-cdn.com/content/v1/52f1305ce4b001d22eee00a2/1610669433065-RNF5O5B43VSFGRQER7TK/image-asset.jpeg Work - AT&T Own the Throne INSIGHT The merger between AT&T and Time Warner created an unparalleled ecosystem of content and technology while also providing amazing new opportunities to create differentiated customer experiences. IDEA To celebrate this merger, we partnered with HBO and Game of Thrones to create a suite of content, experiences and ultimately crowned a lucky AT&T customer the true ruler of Westeros by awarding them The Iron Throne. Throughout the final season of the show, AT&T customers were able to take part in weekly social contests, were treated to exclusive behind the scenes content, and given access to experiential activations around the country. Rather than merely picking up branded key art, we partnered with team at GoT to develop a signature “Fire and Ice” visual style that incorporated hints of the AT&T brand palette with imagery from the Game of Thrones universe. The grand finale coincided with the reveal of the grand prize winner and true ruler of the seven kingdoms, Gail Janes of Richfield, MN. The campaign saw over 270,000 entrants with 47.8% of visitors completing the entry process. The program set new benchmarks for program awareness and engagement. In addition, our Own the Throne campaign was written about in Variety, CNET, Yahoo Finance, PopSugar, Fortune, Geekwire and more. https://images.squarespace-cdn.com/content/v1/52f1305ce4b001d22eee00a2/1610670600590-61S5Z5UH5TVMW19YZSSH/AC+Rapp.001.jpeg Work - Bringing AT&T customers quarantine relieve with Animal Crossing INSIGHT COVID Inspired humanity to find new and unique ways to connect and find their normal. Some of these will undoubtedly extend past the current restrictions and become the media channels of the future. IDEA AT&T’s THANKS loyalty program relied heavily on dining and cinema offers to reward its customers but as COVID restrictions made those things an impossibility, we took the opportunity to connect with customers where they’d taken up residence - Animal Crossing. https://images.squarespace-cdn.com/content/v1/52f1305ce4b001d22eee00a2/1611093960919-NLIBD3UKMOGQK01YO0N0/AT%26T_Retention_Upgrades_EchoBoard.jpg Work - Reducing churn to record low numbers by asking a simple question, What does your new phone need to know about you? INSIGHT Since the mobile telco market moved away from long term contracts, it’s become harder easier for customer to switch carriers. One of the mechanisms to retain customers is through device upgrades – if a customer buys a new phone, they pay for the device over time with a payment plan. The opportunity lay in the fact that AT&T introduced a number of new offers this year, the highlight of which overcame one of customers’ biggest complaints: New customers get better deals than existing, loyal customers. During Q4 2020, AT&T committed to giving existing customers the same offers as new customers.