steveohville

Steven Tornello
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Associate Creative Director / Writer

YouTube April Fool's Takeover

YouTube asked us to come up with an event to celebrate April Fool's Day. We turned the site into a homage to 1911, signifying YouTube's 100 year anniversary. We relaunched the top five videos of YouTube's first year, and we were able to put a 1911 filter on every video for that day.We rewrote and curated pages within YouTube to make it seem like 1911. In 24 hours, we had 1,900,000 views, 24 spoofs, countless comments written in old timey language and media impressions that made this event seem like it was everywhere.

Kinect Launch

Kinect for Xbox was the biggest video game console launch in history, selling 8,000,000 units in 60 days. We created two huge phases of the campaign: One large promotional blitz for E3, and then informational digital elements for launch. Amongst the countless webpages, facebook apps, videos and digital experiences we created that helped sell Kinect to the world was a mobile vehicle that invited people to try out the technology and then share their experiences and a game promotion on Facebook that gave people a taste of the gameplay and invited them to bring their friends together.
ACCOLADES: Communications Arts 2011, Webby Honoree

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Alan Wake

To help promote the launch of Xbox's first foray into a psychological thriller video game, we created a mobile app that put the viewer in the place of the hero of the game - Alan Wake. The main weapon that Alan used throughout was a flashlight that revealed crucial details. For our site, we turned your phone into a flashlight, and shining it on the screen revealed never-before-seen game footage, plot details and turning points. So before the audience got to play as Alan Wake, they had an opportunity to become Alan Wake.

Nike Lab

For the 2008 Beijing Summer Olympics, Nike redesigned every single piece of athletic equipment they made available to all their athletes, with the hope that it might provide them with a small edge. We wanted to tell the deeper story of the innovation that helped get them there in a way that added onto our audience's viewing experience of the Olympics in a way that mirrored how we watch sports nowadays. So we created a site and mobile app that became a daily resource for everyone engaged in the Olympics, so when an athlete reached new heights, the audience could quickly find out how. The mobile version was launched in 13 languages and featured a Google mash-up retail locator.
ACCOLADES: One Show, London International Awards, FWA Site of the Month for July 2008.

Nike: The Complete LeBron

Even the most voracious basketball fans in the Far East had a very basic knowledge of LeBron James as he made his assault on the NBA. To help connect the fans to their newfound idol, we told his story from his earliest days in Akron to his legendary Game 5 performance in Detroit, allowing the audience to not only know him as a player but also as a man. The site we created featured videos, photography, a sneaker gallery, stats and biography that helped shaped the narrative, including childhood hoop footage from LeBron's personal stash, interviews with his inner circle and his own reflections on how he approaches his game.
ACCOLADES:One Show, Webbys.

Nike: Kobe III One Move Ahead

When becoming mesmerized by the physical greatness of Kobe Bryant, you lose his true competitive advantage: that most of his success comes from out-strategizing his opponents. To help get our audience to understand what it is to play like him, we invited them to think like him by playing the game one move ahead. We created a site that brokendown one play and showed the rapid-fire decisions Kobe makes in each millisecond. The audience was shown the play at full speed, slowed down and at "Kobe Vision", with each one revealing more and more about his thought process. And each decision was clickable for Kobe's full explanation. The experience wound up being an invaluable insight during what became his first MVP season.
ETC: The entire process was chronicled on apple.com's homepage.

Nike: My Game Is Made Outside

Nike learned that young ballers in the Far East tended to improve through the same regimented drills, and because of that, their games became predictable and bland. To help correct that, we showed how four of the biggest basketball players in the world used the summer and their playground during their youth to turn the fundamentals of basketball into their own unique creative expression. The site housed sixteen small documentaries - four videos each for LeBron James, Jason Kidd, Paul Pierce and Amare Stoudemire - with the athlete giving insight about what they worked on each summer, how they grew as players, how it fits into their games today and tips on how to add that touch to their own.

HP: The Computer Is Personal Again

In the relaunch of the Hewlett-Packard brand, we wanted to show the highly individual and personal relationship people have with their computers. The TV spots were an exercise in branding, using the hands of celebrities as a vehicle for the storytelling. Our print needed to tie that top-line branding to specific products while staying simple, clear and elegant. The ads we created used the hands in a different manner - in this case, as silhouettes, signifying anyone. The line explored the human connection that product made with the person who used it. Furthering that connection, we teamed with a company called Personiva to put your likeness and what's important to you into your very own TV ad. The result? More connections were made: HP's revenue grew 24% from 2007 to 2008.
ACCOLADES: Ad Age's Campaign of the Year

Xbox: Project Gotham Racing 3

Project Gotham Racing 2 had already established itself as a fine racing series. However, in an overcrowded market, they wanted to create a new niche as a driving game where style counts just as much as speed. We wanted to tell that story in a way that kept true to the idea of racing games - by keeping their hearts racing. They were invited to literally drive through our entire site by using the arrow keys to speed up and pass by some of the most stylish cars not only in our game, but in the world.
ACCOLADES: One Show, Cannes and the Clios.

CMT: Flameworthy Awards

The Flameworthy Awards was meant to be Country Music Television's biggest night of the year, but ratings didn't necessarily reflect that. We decided that the best way to gain interest in it was to play off the immense likeability and unpredictability of its host - Dolly Parton. We created seven TV spots that contrasted her colorful personality against two serious and straightforward event panners, which showed that nobody really knew what's gonna happen. Leading up to the night of the show, over one million people voted to determine which artists won in each category.