http://www.jennshreve.com jennshreve.com Wed, 16 May 2012 17:31:27 +0000 http://www.jennshreve.com en http://www.jennshreve.com/Put-a-Spoiler-on-That-Shit http://www.jennshreve.com/following/jennshreve.com/Put-a-Spoiler-on-That-Shit Wed, 16 May 2012 17:31:27 +0000 jennshreve.com 1131669 <img src="http://payload.cargocollective.com/1/2/79553/1131669/rap04.jpg" width="670" height="517" width_o="2048" height_o="1582" src_o="http://payload.cargocollective.com/1/2/79553/1131669/rap04_o.jpg" data-mid="5436814" border="0" align="left"/> &#9835; spoiler.mp3 http://files.jennshreve.com/portfolio/spoiler.mp3 And then there was the time my partner John Antoniello and I made a rap song for AXE. We wrote it together, and produced it in a day. We didn't wind up using it, but it was incredibly fun to make. So, enjoy! http://www.jennshreve.com/Gmail-Spam-Fighters http://www.jennshreve.com/following/jennshreve.com/Gmail-Spam-Fighters Wed, 16 May 2012 17:31:25 +0000 jennshreve.com 1100146 CLIENT: GmailsAGENCY: Google Creative LabROLE: Creative direction, copy + conceptMEDIA: Video, Widget, Banners <img src="http://payload.cargocollective.com/1/2/79553/1100146/gmailspam.jpg" width="424" height="304" width_o="424" height_o="304" src_o="http://payload.cargocollective.com/1/2/79553/1100146/gmailspam_o.jpg" data-mid="5315282" border="0" align="left"/> http://www.jennshreve.com/Breakfast-of-Candidates http://www.jennshreve.com/following/jennshreve.com/Breakfast-of-Candidates Wed, 16 May 2012 17:31:23 +0000 jennshreve.com 1104851 CLIENT: AirBed & BreakfastROLE: CopyPARTNER: MacFadden & ThorpeMEDIA: Cereal BoxLINKS: http://www.airbnb.com/obamaos http://www.airbnb.com/capnmccains O-MG! Scroll down to see Perez Hilton and Katy Perry eating Obama-O's! <img src="http://payload.cargocollective.com/1/2/79553/1104851/37_obama-mccain-boxes.jpg" width="670" height="502" width_o="1280" height_o="960" src_o="http://payload.cargocollective.com/1/2/79553/1104851/37_obama-mccain-boxes_o.jpg" data-mid="5304495" border="0" align="left"/><img src="http://payload.cargocollective.com/1/2/79553/1104851/38_McCainsBox_8-11-08.jpg" width="670" height="456" width_o="2048" height_o="1396" src_o="http://payload.cargocollective.com/1/2/79553/1104851/38_McCainsBox_8-11-08_o.jpg" data-mid="5304507" border="0" align="left"/><img src="http://payload.cargocollective.com/1/2/79553/1104851/39_ObamaOsBox_8-11-08.jpg" width="670" height="460" width_o="2048" height_o="1408" src_o="http://payload.cargocollective.com/1/2/79553/1104851/39_ObamaOsBox_8-11-08_o.jpg" data-mid="5304511" border="0" align="left"/> To promote their temporary bed and breakfasts during the upcoming Republican and Democratic conventions, Airbed & Breakfast commissioned these custom cereals to be served by local hosts. My awesome job was to turn all that nasty campaign rhetoric into delicious-sounding box copy. I only wish we could have also done Puffed Palin's and Biden Bran, too. "The copy on the side of the Cap’n McCain’s box could have been written by his campaign" (eek) (Techcrunch) "Between those hopeful Obama O's and maverick-y Cap'n McCain's, you'll be fed a nutritious breakfast" (Core77) <img style="visibility:hidden;width:0px;height:0px;" border=0 width=0 height=0 src="http://c.gigcount.com/wildfire/IMP/CXNID=2000002.0NXC/bT*xJmx*PTEyOTg2Nzc2NzE1MTkmcHQ9MTI5ODY3NzY3NDM*OSZwPTEwNjM2NjImZD*mZz*yJm89MzQyYjg2OTk2NzFiNDE3ZThm/NzM3NDhiMDhlOGM3MjEmb2Y9MA==.gif" /> http://www.jennshreve.com/Raise-the-Rate-Contest http://www.jennshreve.com/following/jennshreve.com/Raise-the-Rate-Contest Wed, 16 May 2012 17:31:19 +0000 jennshreve.com 1104730 CLIENT: TIAA-CREFAGENCY: RazorfishROLE: ACD, copy + conceptPARTNER: John AntonielloMEDIA: Facebook app, Video, BannersLINK: raisetheratecontest.org <img src="http://payload.cargocollective.com/1/2/79553/1104730/screenshot_TIAA.jpg" width="369" height="380" width_o="369" height_o="380" src_o="http://payload.cargocollective.com/1/2/79553/1104730/screenshot_TIAA_o.jpg" data-mid="5304372" border="0" align="left"/> At a time when skepticism about financial institutions was high, TIAA-CREF wanted to reach out to the next generation of investors with its message of "Financial Services for the Greater Good." We created a social media contest aimed at college students to crowdsource ideas to raise the national savings rate. Read the Razorfish Case Study >> Watch Raise the Rate on CNBC's "Closing Bell with Maria Bartiromo" >> http://www.jennshreve.com/AXE-Make-It-Awesomer http://www.jennshreve.com/following/jennshreve.com/AXE-Make-It-Awesomer Wed, 16 May 2012 17:31:16 +0000 jennshreve.com 2429510 CLIENT: AXE AGENCY: RazorfishROLE: Associate Creative Director, copy + conceptPARTNER: John AntonielloMEDIA: Video, game, event, website, social The Scripts I hate to make you download, but the best way to view these images is in the PDF: <img src="http://payload6.cargocollective.com/1/2/79553/2429510/pdf_icon_tiny.gif" width="20" height="20" width_o="20" height_o="20" src_o="http://payload6.cargocollective.com/1/2/79553/2429510/pdf_icon_tiny_o.gif" data-mid="12237220" border="0" align="left"/>Bacon Tetris | Back Story | Internet Volcano | Cheese Wars | Awesome Inventions <img src="http://payload6.cargocollective.com/1/2/79553/2429510/MIAlogo.png" width="670" height="376" width_o="2048" height_o="1152" src_o="http://payload6.cargocollective.com/1/2/79553/2429510/MIAlogo_o.png" data-mid="12237170" border="0" align="left"/> This was the one that got away, the project I felt I was born to make, but never go to due to budgets, politics, and bad timing. I share it because it showcases some of my most integrated thinking and creative concepting, as well as my very oddball sense of humor. AXE was planning TV spots claiming that its shower gel and Detailer (think: man loofah) combo gave guys an "Awesome Clean." We came up with a web activation called "Make it Awesomer," in which a fictional AXE labs combined two awesome things to make them awesomer. AXE + the Detailer was just the beginning. Imagine what would happen if you combined bacon and Tetris, or the Internet and volcanoes, music and booties. Each awesomer combo was to be introduced via a Tim and Eric-meets-Mythbusters-style video. (Old Spice was red hot at the time and we wanted to kick 'em where it hurt.) Awesome. At the end of the video, the viewer could play with the awesomer creation as an engaging gift from AXE. Awesomer! http://www.jennshreve.com/Johnson-s-Baby http://www.jennshreve.com/following/jennshreve.com/Johnson-s-Baby Wed, 16 May 2012 17:31:10 +0000 jennshreve.com 3143916 CLIENT: Johnson's Baby AGENCY: ProferoROLE: CopywriterMEDIA: Website <img src="http://payload42.cargocollective.com/1/2/79553/3143916/johnsons1.jpg" width="670" height="530" width_o="1200" height_o="950" src_o="http://payload42.cargocollective.com/1/2/79553/3143916/johnsons1_o.jpg" data-mid="16063352" border="0" align="left"/><img src="http://payload42.cargocollective.com/1/2/79553/3143916/Johnsons2.jpg" width="670" height="554" width_o="1200" height_o="993" src_o="http://payload42.cargocollective.com/1/2/79553/3143916/Johnsons2_o.jpg" data-mid="16063361" border="0" align="left"/><img src="http://payload42.cargocollective.com/1/2/79553/3143916/Johnsons3.jpg" width="670" height="531" width_o="1198" height_o="950" src_o="http://payload42.cargocollective.com/1/2/79553/3143916/Johnsons3_o.jpg" data-mid="16063365" border="0" align="left"/><img src="http://payload42.cargocollective.com/1/2/79553/3143916/Johnsons4.jpg" width="670" height="562" width_o="1200" height_o="1008" src_o="http://payload42.cargocollective.com/1/2/79553/3143916/Johnsons4_o.jpg" data-mid="16063368" border="0" align="left"/><img src="http://payload42.cargocollective.com/1/2/79553/3143916/Johnsons5.jpg" width="670" height="562" width_o="1200" height_o="1007" src_o="http://payload42.cargocollective.com/1/2/79553/3143916/Johnsons5_o.jpg" data-mid="16063378" border="0" align="left"/><img src="http://payload42.cargocollective.com/1/2/79553/3143916/Johnsons6.jpg" width="670" height="564" width_o="1200" height_o="1011" src_o="http://payload42.cargocollective.com/1/2/79553/3143916/Johnsons6_o.jpg" data-mid="16063397" border="0" align="left"/><img src="http://payload42.cargocollective.com/1/2/79553/3143916/Johnsons7.jpg" width="670" height="530" width_o="1200" height_o="950" src_o="http://payload42.cargocollective.com/1/2/79553/3143916/Johnsons7_o.jpg" data-mid="16063410" border="0" align="left"/><img src="http://payload42.cargocollective.com/1/2/79553/3143916/Johnsons8.jpg" width="670" height="530" width_o="1200" height_o="950" src_o="http://payload42.cargocollective.com/1/2/79553/3143916/Johnsons8_o.jpg" data-mid="16063426" border="0" align="left"/><img src="http://payload42.cargocollective.com/1/2/79553/3143916/Johnsons9.jpg" width="670" height="530" width_o="1200" height_o="950" src_o="http://payload42.cargocollective.com/1/2/79553/3143916/Johnsons9_o.jpg" data-mid="16063440" border="0" align="left"/><img src="http://payload42.cargocollective.com/1/2/79553/3143916/Johnsons10.jpg" width="670" height="530" width_o="1200" height_o="950" src_o="http://payload42.cargocollective.com/1/2/79553/3143916/Johnsons10_o.jpg" data-mid="16063445" border="0" align="left"/><img src="http://payload42.cargocollective.com/1/2/79553/3143916/Johnsons11.jpg" width="670" height="529" width_o="1202" height_o="950" src_o="http://payload42.cargocollective.com/1/2/79553/3143916/Johnsons11_o.jpg" data-mid="16063448" border="0" align="left"/><img src="http://payload42.cargocollective.com/1/2/79553/3143916/Johnsons12.jpg" width="670" height="561" width_o="1200" height_o="1005" src_o="http://payload42.cargocollective.com/1/2/79553/3143916/Johnsons12_o.jpg" data-mid="16063451" border="0" align="left"/> Ahhh, a straightforward website project. For the relaunch of Johnson's Baby site, I wrote all the high-level copy, including headlines, navigation, and buttons. The new site is themed around the rituals of childcare. http://www.jennshreve.com/AXE-Premature-Perspiration http://www.jennshreve.com/following/jennshreve.com/AXE-Premature-Perspiration Tue, 04 Oct 2011 19:38:39 +0000 jennshreve.com 1761272 CLIENT: AXE AGENCY: RazorfishROLE: Associate Creative Director, copy + conceptPARTNERS: John Antoniello & Ben ThomaMEDIA: Facebook experience Give your friends Premature Perspiration <img src="http://payload.cargocollective.com/1/2/79553/1761272/prematureimage.jpg" width="530" height="539" width_o="530" height_o="539" src_o="http://payload.cargocollective.com/1/2/79553/1761272/prematureimage_o.jpg" data-mid="10459727" border="0" align="left"/> <img src="http://payload.cargocollective.com/1/2/79553/1761272/stillcoming.jpg" width="670" height="704" width_o="893" height_o="939" src_o="http://payload.cargocollective.com/1/2/79553/1761272/stillcoming_o.jpg" data-mid="10461194" border="0" align="left"/><img src="http://payload.cargocollective.com/1/2/79553/1761272/pickappplace.jpg" width="670" height="707" width_o="893" height_o="943" src_o="http://payload.cargocollective.com/1/2/79553/1761272/pickappplace_o.jpg" data-mid="10461196" border="0" align="left"/><img src="http://payload.cargocollective.com/1/2/79553/1761272/pickfriendpp.jpg" width="670" height="679" width_o="893" height_o="905" src_o="http://payload.cargocollective.com/1/2/79553/1761272/pickfriendpp_o.jpg" data-mid="10461197" border="0" align="left"/><img src="http://payload.cargocollective.com/1/2/79553/1761272/jenniferhas.jpg" width="670" height="681" width_o="894" height_o="909" src_o="http://payload.cargocollective.com/1/2/79553/1761272/jenniferhas_o.jpg" data-mid="10461199" border="0" align="left"/><img src="http://payload.cargocollective.com/1/2/79553/1761272/thanks.jpg" width="670" height="696" width_o="902" height_o="938" src_o="http://payload.cargocollective.com/1/2/79553/1761272/thanks_o.jpg" data-mid="10461200" border="0" align="left"/> Under most circumstances I would say the "put someone's face in an ad" thing is over and done. But once in awhile a campaign comes along that just begs to be customized in this way. "Premature Perspiration" for AXE Dry was that campaign. The TV spots featured guys who broke out into a sweat and the tell-tale "O" face when facing a beautiful woman. To get guys to engage, we encouraged them to prank their friends by putting them in the ad--in essence, giving their friends an orgasm--and sharing it online. To get the most out of limited assets, we remixed the TV spots into music videos that emphasized the "money shot." We kept the experience as streamlined as possible to ensure that users reached completion, while working with the great folks at Oddcast to get the facial expressions and other details O so right. I also got to write the most innuendo-laden loading screen in Internet history. The campaign, posted to AXE Canada's Facebook page, resulted in a huge jump in "Likes" and a lot of embarrassing videos being circulated. Based on that success, AXE decided to launch in the U.S. a few months later. And, yes, I gave myself premature perspiration, too. http://www.jennshreve.com/Excite-8-Bit-Game http://www.jennshreve.com/following/jennshreve.com/Excite-8-Bit-Game Thu, 21 Jul 2011 17:53:28 +0000 jennshreve.com 1760834 CLIENT: AXE AGENCY: RazorfishROLE: Associate Creative Director, copy + conceptPARTNERS: John Antoniello & Ben ThomaMEDIA: Banner game Play AXE Excite <img src="http://payload.cargocollective.com/1/2/79553/1760834/excite.jpg" width="670" height="449" width_o="780" height_o="523" src_o="http://payload.cargocollective.com/1/2/79553/1760834/excite_o.jpg" data-mid="8664047" border="0" align="left"/> I spent countless hours of my '80s childhood in arcades playing PacMan, Moon Patrol, Frogger, Q*Bert, Centipede, Space Invaders, to name a few of my favorites. Those hours finally paid off decades later when my team was asked to come up with an engaging interactive banner for the new fragrance AXE Excite. The TV commercial featured Angels falling from the sky, unable to resist the tempting scent, which we all thought would be the basis of a video game. (I wasn't the only arcade freak in the room.) Given that our target audience loved games and was embracing the aesthetic of 8-bit, we came up with this decidedly low-fi but highly addictive arcade-style game. Engagement rates were through the roof, more than three times our goal. But the best part is that I can finally have proof that playing video games is not, in fact, a waste of time. Or quarters. How many angels can you make fall? Play the game and find out. http://www.jennshreve.com/Google-100-Things http://www.jennshreve.com/following/jennshreve.com/Google-100-Things Sat, 26 Feb 2011 01:13:18 +0000 jennshreve.com 1104952 CLIENT: GoogleAGENCY: Google Creative LabROLE: Copy + conceptMEDIA: Moveable Campaign I hate to make you download, but the best way to view these images is in the PDF. <img src="http://payload.cargocollective.com/1/2/79553/1104952/pdficon_small.gif" width="17" height="17" width_o="17" height_o="17" src_o="http://payload.cargocollective.com/1/2/79553/1104952/pdficon_small_o.gif" data-mid="5305146" border="0" align="left"/> Download PDF <img src="http://payload.cargocollective.com/1/2/79553/1104952/digital_day_long.gif" width="370" height="177" width_o="370" height_o="177" src_o="http://payload.cargocollective.com/1/2/79553/1104952/digital_day_long_o.gif" data-mid="5305387" border="0" align="left"/> I wanted to find ways to get people to think about Google as more than a "search engine," since Google does so much more than that. My idea to have "Google Google Google' didn't go far. Instead, I got to come up with 100 Things you can do on Google. Each of the 100 things consisted of a line of copy describing what you could do, concise instructions on how to do it, and a brief video tutorial. I call it UX Haiku. More creative system than campaign, the 100 things could be customized to live in many fun places: a five-page ad id Ad Age's Digital Issue, a video campaign produced by WK in Japan, the end pages of the annual report, and posters. http://www.jennshreve.com/iGoogle-Artist-Themes http://www.jennshreve.com/following/jennshreve.com/iGoogle-Artist-Themes Fri, 25 Feb 2011 22:54:00 +0000 jennshreve.com 1101792 CLIENT: iGoogleAGENCY: Google Creative LabROLE: Copy + conceptPARTNER: Joshua MooreMEDIA: Event, Digital Projections, Video <img src="http://payload.cargocollective.com/1/2/79553/1101792/artistthemesstill.jpg" width="480" height="317" width_o="480" height_o="317" src_o="http://payload.cargocollective.com/1/2/79553/1101792/artistthemesstill_o.jpg" data-mid="5303868" border="0" align="left"/> iGoogle has been a great way for me to curate the Web. When I open my page, everything on it reflects my personal tastes and interests. iGoogle Artists Themes offer another way to do that, one that's a huge departure from the company's iconic logo and empty search page. To launch the Themes, I helped curate and woo participating artists, then worked with the amazing geniuses at Obscura Digital to "skin" NYC's Meatpacking District with the same imagery that was now available to put on your iGoogle page. On the night of the launch, I wound up behind the camera, interviewing all the artists, including Jeff Koons, Mare Ecko, and Shepard Fairey.