Target

Race to The 2-Day Sale

Target wanted a campaign for their 2-Day sale that would stand out from the door busting/low-price messaging of other retailers.
They also wanted to highlight the fun and design consciousness of the Target brand and get people pumped to get to their sale by 6am.
Meet Cartman. An intrepid little shopper that embarked on exciting pursuits to get to the sale no matter what and encouraged all
to join the fun and get to the sale first

• > Case Study
• > TV
• > Target.com Game
• > Web Banners + Viral
• > Alternative Media Experience
• > Print
• > Press

Case Study

A brief overview of the campaign. Please click image to play.

TV

These spots ran nationally before and during the Sale. Please click images to play.

Target.com Game

Users were introduced to a game featuring Cartman. Made up of 23 animated segments each with their own unique personality, players could decide
how Cartman would get to the sale through a series of choices. At the end of the game, they could enter a sweepstakes to win a $25 Gift Card.
Please click image to play.

Web Banners + Viral

Interactive rich media banners gave a sneak peak to the game, while on YouTube, visitors could post their own Cartman adventure of getting
to The 2-Day Sale. The personal clips could also be shared on blogs and Facebook walls. Please click images to play.

Alternative Media Experience

Projected from a moving vehicle onto buildings nationwide in NY, LA, SF and Chicago, among others. Cartman’s five different motions correlated
to the speed of the vehicle. Additionally, Cartman also ran next to commuters in subway tunnels. Please click images to play.

Print

Consecutive strip ads were placed on each section at national and regional newspapers. Please click image to enlarge.

Press

That's nice. Please click image to enlarge.

Target

Online Advertising

These rich media and standard banners were part of the Wow Or Never and Holiday campaigns. Please click images to play.

National Geographic

The Same Planet. Different Worlds.

A campaign to broaden the magazines’ perception beyond its well regarded flora and fauna coverage. Please click images to enlarge.

Adidas Running

Because Every Runner is Different.

At POS locations, specially coated Augmented Reality boards are used to show Adidas' commitment to create products that cater to each
individual runner out there. Runners can get their unique foot print scanned and analyzed, and based on the result, a shoe recommendation
will be made. And after a few customization options, the shoe can be purchased in-store or online. Runners can keep the AR boards and
use them at home as well. Impossible is nothing, indeed. Please click images to enlarge.

BMW

Carousel

BMW dominated all video screens at all baggage claim carousels at the Munich Airport. By attaching a camera to the first bag that was unloaded
from their flights’ cargo area, passengers waiting for their luggage got real-time information on its whereabouts as the camera transmitted the
luggages’ path onto the screens. Courtesy of BMW. Please click image to play.

BMW

X1 – Stay Free

Wild, yet stylish. That’s the life our audience has chosen for themselves. Long work hours aren’t a barrier for a joyous nightlife and consumer
criticism is countered with fashion forward thinking. They’re defying conventions and questioning the establishment. This is the launch campaign
for BMW’s smallest and most urban SUV: The X1.

• > Print + Outdoor Teaser
• > Web Banners
• > Website
• > Print

Print + Outdoor Teaser

Unbranded mission statements were posted across cities. Please click images to play.

Web Banners

Real-time banners followed visitors and told them what exciting events were happening right at that exact moment. Please click image to enlarge.

Website

In order to gain access to the site, visitors needed to successfully answer a questionnaire. Once in, they registered and received exclusive content
like videos, music and invitations to various events. Moreover, visitors could download, create and upload, and share their own stay-free statements
on the site, on Facebook and on Twitter. Please click images to enlarge.

Print

Three-page gatefolds and regular print ads. Please click images to enlarge.

American Express

Departments and Divisions

Ads launching The Card’s features to international markets. Each feature, like Concierge Services, was represented by Amex’s own
fictional internal Department and Divison which was specifically created for this cause. Please click images to enlarge.

Absolut Vodka

Before the World Became Absolut. An Exhibition.

Taking the In-An-Absolut-World campaign further, this campaign focuses on things that we would happily live without in an absolute world:
Everything that saddens us, everything that annoys us, everything that makes us sick, kills our planet, and spoils our fun would simply not exist anymore.
With just caveat: Some of these items - the last of their kinds in an Absolut World - are being preserved and showcased in an exhibition.

• > Teaser
• > Print
• > Ambient
• > Museum
• > Gift Shop
• > Website
• > Event

Teaser

“This should be the last of its kind”- stickers and signs are posted to things all over the city that – well – should be the last of their kind.
Stickers are also handed out so people can comment on their own objects that they’d like to have disappear. Please click images to enlarge.

Print

Print and OOH show a range of objects that are on view at the actual exhibiton, covering multiple types, formats, and media.
Like an audio gallery for ringtones for example. Please click images to enlarge.

Ambient

Actual exhibition pieces are placed in the real world, like the last coil of barbwire on earth or the last tree that was cut down in the rainforest.
Please click images to enlarge.

Museum

The exhibition itself. Basically, it's a pop-up museum that can effortlessly tour the world. Please click images to enlarge.

Gift Shop

There is merchandising, too: a gift shop where visitors can purchase limited editions of certain objects, shirts, posters, DVDs,
gift cards with downloadable sounds and last but not least, the exhibition’s catalogue. Please click images to enlarge.

Website

Online, visitors can virtually tour the exhibition, browse through sound samples, watch videos, listen to celebrities podcasting their favourite pieces, "like" objects
and follow hashtags. But most importantly, everybody can contribute to the exhibition. A platform will allow visitors to upload pictures, stories, movies, sounds –
anything they would like to be the last thing of its kind from their very own point of view. The most inspiring ones will be chosen to become part of the exhibition.
Please click image to enlarge.

Event

At the wrap-up party, each item will be sold at auction, benefiting the charities which focus on the imperfections the exhibition addressed.
So in turn Absolut actually helps make the world a more absolute one. The pieces that were not sold go into time capsules that are buried
at the very places the exhibition took place – preserving them for a time when they will really be the last ones of their kinds still in existence.
Please click image to enlarge.

MINI

The Clubman

Print, collateral and POS materials for the global launch of MINI’s other MINI: The Clubman. Please click images to enlarge.

Triscuit

Homefarming.com: A Social Network for Home Famers

To encourage a healthier lifestyle, Triscuit invites people to participate in the Home Farming movement. By providing seeds inside 8 million
boxes of Triscuit Crackers, people can now grow their own vegetables and herbs effortlessly in their apartments or backyards. A Facebook-like
integrated community site has been set up so every one can connect, share and learn about their home farm while growing it at the same time.

• > Website
• > Farmplan
• > Facebook
• > National Home Farming Day
• > Press

Website

Features include a farm feed, interactive farm maps, badge collecting, veggie and herbs growing guides, recipes, video tutorials,
a custom farm plotting tool, and a mobile app, among other useful things. Please click images to enlarge or visit homefarming.com

Farmplan

Once people filled out a questionnaire about their plot size, a customized farm plan is generated that can be printed out and used
for reference. It also includes quick gardening facts. Please click images to enlarge.

Facebook

This is how it looks like on Triscuit's Facebook tab. Also, visitors receive a $1.00 coupon for "liking" Triscuit.
Please click images to enlarge or visit the Facebook page.

National Home Farming Day

A National Home Farming Day has been declared throughout the country in celebration of home farming.
Please click image to play on YouTube.

Press

Some initial buzz. Please click images to enlarge.

Résumé

This is where and on what I’ve worked on so far. Please click here to download.

Contact

Please say hi.
If you happen to be a spambot, kindly refrain from this invitation. Thank you.

+ 1 310 920 1680
helloemil@gmail.com

Experience

2006 - present
Freelance art director
LG, American Express, MINI, Asics, Grey Goose Vodka, Footlocker, Charles Schwab, Wrangler Jeans,
Equinox Fitness, Triscuit, Hülsta Furniture, and various pitches

2008
Freelance senior art director
TBWA\ Media Arts; Berlin, Germany
BMW, Adidas, Absolut Vodka, and new business

2007
Freelance art director
BBDO/ Atmosphere, NY
Target

2001 - 2006
Art director
Ogilvy & Mather, NY
IBM, American Express, SAP, Miller Lite, Delta Air Lines, the NY Mets, and new business

Most recent recognition

2010: Contributed to global digital AOR win of LG Electronics for PublicisModem
2009: National Addy, Gold - Target
2008: One Show Interactive - Target

Education

School of Visual Arts, NY
BFA Advertising

Personal

Trilingual german, russian, and english. I can also count to one hundred in japanese. Et mon français est comme ci, comme ça.

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