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Break Glass

By ro
On August 21, 2013
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We positioned the Nissan Armada as the SUV for urban adventure by placing a full-size Armada inside a customized fire-engine red storage container, attaching an over-sized hammer and daring the public to “Break Glass In Case Of Adventure”. A set of cards labeled Adventure Survival Kit, designed with urban adventure driving tips using the Armada, were dispensed from the container.
The integrated campaign, which included TV and Print, was high-impact and cost-effective.

The Armada was placed in nine cities, in three high-profile locations each. Times Square in NY, the Capitol Building in DC, South Beach in Miami and the Sunset Strip in LA, among others.
Alas, many tried but no one broke the glass.
(Trivia: the hammer is a replica of the one used in the “1984” spot for Apple;)

Hotness

By ro
On October 4, 2012
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How hot is the new Nissan Maxima redesign? So hot, it melts everything around it!
We created a street scene in which the city furniture –parking meters, street lamps, even a bicycle– were intervened and appeared to melt around the car.
The street scene was installed in NYC and LA. It was up for a week at a time in each of the three high-traffic locations –SOHO, East Village, Hollywood Sunset and LA Melrose, to name a few.

The Hotness Street Scene campaign was featured in Advertising Age, Creativity and New York Magazine.

Electric Moyo

By ro
On October 4, 2012
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The two month tour visited nine cities, with Print, Web and Outdoor elements launched in phases.
Phase 1 –give the Altima a voice. (via Print, Outdoor and Radio). Phase 2 –give the Altima driver their own voice. (via Print, Outdoor and Radio).
Phase 3 –pirate the voice, and become ELECTRIC MOYO. (Web, Friendster, Non-traditional Outdoor and pirate Radio)

A chameleon custom-painted Nissan Altima was taken on the road. A fully mobile broadcasting studio –complete with a turntable sound system booming out of the trunk. On board were a poet and her crew of DJs artists and musicians promoting ELECTRICMOYO.COM. The web site posted her tour schedule, events, DJ playlists, photos, activities and performances in clubs, cafes, galleries and community centers in NYC, LA, ATL, Chicago, Miami, etc. Interviews and live radio broadcasts were conducted from the Altima. Guests included Kelis, Joss Stone, Funkmaster Flex and Aloe Blacc.

THEATER JAM was a guerrilla performance in movie theaters, with planned audience interaction, that occurred at screenings of The Matrix.
Actors were planted in the audience. On screen, a filmed actor peered at moviegoers and asked “Who Are You?”. To the surprise of the audience someone would jump up and respond “I Am A Chill In A Group Of Freakouts!”. Apparently listening, the screen actor would look towards another person and, amazingly, that person would stand up and shout another line. After a third response the stunned audience clapped and cheered as they realized it was all part of the ad.

Ranked #4, of the Top 10 Nontraditional Ad Campaigns by Ad Age (2003).
Featured in The New York Times, CNN, Adweek, Advertising Age, Brandweek and The Source.

The EyeWriter

By ro
On October 4, 2012
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An ongoing collaborative project. The EyeWriter is an open-source, do-it-yourself tool that enables TEMPT, and others in similar circumstances, to express and create again. TEMPT is a close friend and fellow artist. The nerve disease, ALS, a.k.a. Lou Gehrig’s disease, has left him paralyzed. He can communicate using only his eyes.

This inspiring story is told in a documentary “Getting Up: The TEMPT ONE story” (watch the trailer) which won the Audience Award at Slamdance 2012, among others.

TIME Magazine voted The EyeWriter one of The Top 50 Inventions of 2010, and was covered by the BBC, NPR, WIRED, Fast Co. etc.

I’m in the film, collaborated, consulted, Creative Directed, tried my hand at Producing at times and Art Directed the TEDActive presentation with Mick Ebeling of The Ebeling Group. Illustrations by Ian Kim and Rojelio Cabral.

Marlboro Fresh

By ro
On October 4, 2012
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Co-Creative Directing Marlboro was a welcome challenge. Non-traditional advertising is virtually the only advertising allowed tobacco. Digital and experiential advertising play the dominant role and since the audience must opt-in and register online they are an audience that is interested in experiencing the brand message.

Due to Argentina’s customary en masse summer vacation to the coastline, and all-in winter surge to the slopes, we streamlined the creation and production of work like so: The “outline” of an event, seemingly a one-time feel (though with street teams, were executed at various beach towns), invitation-only VIP (RSVP online for entry into THE Hottest bar/club, which changes seasonally; for some revelers this is the only entry to strict velvet rope clubs), a FreshMob dance invasion onto the dance floor (via SMS) and then film, edit and post this content onto the website.
Everything must be created or designed and brought together for these events, and website. Including wardrobe which changes with theme, flyer’s, DJs and music (sometimes even the DJ booth!), decor and furnishings, lighting design, motion-graphics and animation content for the flat screens and/or projections inside the club and online, etc. Talk about an all-encompassing gig!

I have cultural and linguistic fluency, all this work was conducted and produced in Spanish.

Natural Forces

By ro
On October 4, 2012
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Perrier bottles and packaging were used as raw material to create sculptures that were installed in the hottest restaurants and bars in Barcelona. Including the fashionable Borne, hip Raval and ritzy Zona Alta neighborhoods.

Perrier is naturally bubbly, not artificially carbonated. Each sculpture illustrated one of the five naturally occurring physical forces of this carbonation process –Time, Gravity, Pressure, Force and Decomposition.
Pictured are a few of the nine sculptures that made up this campaign.

The Letter A

By ro
On October 4, 2012
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After 15 years of drawing A’s -pencil to paper, marker to metal, aerosol to wall- I turned to sculpting A’s and inserting them into the city environment. The recycled materials used in constructing the A’s were located in the vicinity of the installation site.
These 3-D graffiti pieces were created for the second annual BAC!, Barcelona Arte Contemporáneo, 2002.

I show a close-up image and then a wider shot to show the context, whenever possible.
Shown are eight pieces, from a series of thirty.