Nestle’s
Coffee-Mate 2 Go
Weather Campaign

Responsibilities:
Creative Management, Art Direction, Design (Concept - Completion), Cross-Department Communication, Vendor Relations, Budget Management, Compliance Coordination

Nestle utilized The Weather Channel's mobile Branded Background and mobile Adaptor product because of the unique functionality and visual representation. Branded Backgrounds give an advertiser the opportunity to integrate their brand visually into the initial page of TWC's mobile app and the adaptor can bring in dynamic data like city names, current forecast, countdowns, temperature range comparisons and so on. With a product that is on the go, they wanted to display their product outside in all weather conditions and utilize the mobile platform creating a strong connection with a viewer that is more than likely on the go.

My role in this campaign was art directing the client, a freelancer, and our Development team as well as creative management and design. I led a call with the client to discuss the products, their goals, and project scope which went well but there was a twist, their assets are all illustrations with no animation references. With the Branded Background product, it is against specs to have illustrations. The creative must be photorealistic or Pixar (only for entertainment clients). I gave the assets and art direction to a freelancer in a different state due to team resources already being utilized and asked him to make their illustrated assets photorealistic and after a few revisions we were able to execute it beautifully.

While he was designing the Branded Backgrounds, I was concepting, designing, and storyboarding the Adaptor animations while keeping in mind they are going to be developed with HTML5 and not Flash which means simple is best. Part of managing the adaptor product is art directing and managing expectations with our Development team and making sure they have all the direction and assets including tracking that they need. You can view the Adaptor animation by viewing this url: http://tidyurl.com/CoffeeMate_300x250_Mobile in either Safari or Chrome browsers. In the end, we made the client very happy and went above and beyond to make our collective vision come to life.