https://joshbraithwaite.com josh braithwaite Tue, 01 Feb 2022 17:50:38 +0000 https://joshbraithwaite.com en https://joshbraithwaite.com/Work Mon, 06 Feb 2017 19:45:42 +0000 josh braithwaite https://joshbraithwaite.com/Work ︎︎︎Adidas - Global Brand Platform: Here to Create Adidas - US Football Platform: New Speed Adidas - Global Women’s Campaigns Adidas - Global Brand Campaign: Sport Needs YouAdidas - Global Football Campaign: UnfollowAdidas - US Campaign: Create Positivity ︎︎︎Google - Google Product Suite: Awaken the Force Google - Google Product Suite: Lightsaber EscapeGoogle - Google App Product Platform: Ok Google ︎︎︎Activision - Global Brand Platform Refresh: Call of Duty&nbsp; Activision - Global Reveal: Call of Duty Activision - US Product Relaunch: Spyro to Snoop ︎︎︎ Tripadvisor - Global Brand Platform: There’s Good Out ThereTripadvisor -&nbsp; Scarily Honest Reviews&nbsp; ︎︎︎ Instagram - Global Brand Design Launch ︎︎︎ Starbucks -&nbsp; US Product launch: Blonde︎︎︎ Destiny 2 - Foresaken Reveal Virgin Australia - Australia to USA Keep Australia Beautiful - Sound Grates GE - GE Works Foxtel - Cable in High Definition 2020 - Stay at Home Fun&nbsp; https://joshbraithwaite.com/Tripadvisor-Scarily-Honest-Reviews Tue, 01 Feb 2022 17:50:38 +0000 josh braithwaite https://joshbraithwaite.com/Tripadvisor-Scarily-Honest-Reviews Tripadvisor - Scarily Honest Reviews Travelers left real reviews of ghost sightings at old hotels on Tripadvisor. We turned it into our halloween campaign. These are, scarily honest reviews. ︎︎︎ <img width="2809" height="2550" width_o="2809" height_o="2550" data-src="https://freight.cargo.site/t/original/i/986e3b8c02f9634c9c4580cbc5825c7326ea8ad2fdfe277bb3d6c470c663780b/TA_Halloween_2.jpg" data-mid="132147232" border="0" src="https://freight.cargo.site/w/1000/i/986e3b8c02f9634c9c4580cbc5825c7326ea8ad2fdfe277bb3d6c470c663780b/TA_Halloween_2.jpg" />&nbsp; &nbsp; &nbsp; Back to Work&nbsp; &nbsp; &gt; https://joshbraithwaite.com/2020-Stay-at-Home Wed, 21 Jul 2021 17:28:06 +0000 josh braithwaite https://joshbraithwaite.com/2020-Stay-at-Home 2020 - Stay at Home Campaign Back in March 2020 media companies couldn’t give away all their billboard space, let alone sell it. So we took advantage ofthe free inventory and had some fun encouraging America to “stay at home and stop the spread.” <img width="2000" height="1126" width_o="2000" height_o="1126" data-src="https://freight.cargo.site/t/original/i/95a806529cd0a415f4631ee180a0583ffc889f1143980ccb2d426cc1fb36a820/BOSTON-Placement35-1.png" data-mid="116412323" border="0" src="https://freight.cargo.site/w/1000/i/95a806529cd0a415f4631ee180a0583ffc889f1143980ccb2d426cc1fb36a820/BOSTON-Placement35-1.png" /><img width="2000" height="1126" width_o="2000" height_o="1126" data-src="https://freight.cargo.site/t/original/i/4a6fd5d5cb64ee6d25115b5d3c4b1cad3ed4eeb281802f9ea0e9b4549e82e048/b17-comp-1a.png" data-mid="116412326" border="0" src="https://freight.cargo.site/w/1000/i/4a6fd5d5cb64ee6d25115b5d3c4b1cad3ed4eeb281802f9ea0e9b4549e82e048/b17-comp-1a.png" /> <img width="2000" height="1126" width_o="2000" height_o="1126" data-src="https://freight.cargo.site/t/original/i/122c3d0a276dd955548fcb2ab4baea04b1d2c45999fbc7a0df3d8eb6f588c4b0/b35-comp-3.png" data-mid="116412333" border="0" src="https://freight.cargo.site/w/1000/i/122c3d0a276dd955548fcb2ab4baea04b1d2c45999fbc7a0df3d8eb6f588c4b0/b35-comp-3.png" /><img width="2000" height="1125" width_o="2000" height_o="1125" data-src="https://freight.cargo.site/t/original/i/6d3d826e2ab6dc67a4deca05452a12b326dc52bacea74fd35ec07d980f3202c1/IMG2601.png" data-mid="116412343" border="0" src="https://freight.cargo.site/w/1000/i/6d3d826e2ab6dc67a4deca05452a12b326dc52bacea74fd35ec07d980f3202c1/IMG2601.png" /> &nbsp; &nbsp; &nbsp; Back to Work&nbsp; &nbsp; &gt; https://joshbraithwaite.com/Tripadvisor Wed, 21 Jul 2021 02:18:35 +0000 josh braithwaite https://joshbraithwaite.com/Tripadvisor Tripadvisor - Global Brand Platform How a brand helped restore people’s faith in humanity When you think about it. Tripadvisor really is an odd place. From the traveler who wrote, spell checked and formatted a 10,000 word review of Disneyland just to be help others. To the backpacker who gave that tiny review to help that tiny bar get noticed.&nbsp; Tripadvisor is proof that despite what the rest of the internet would have you think, people are good. And in 2020. A time when we needed it most. We set out to restore people’s faith in one another by reminding them that, “There’s Good Out There.”&nbsp; And launched Tripadvisor’s first brand platform in its 21 year history.We applied this optimistic outlook on the world to every corner of the brand. From advertising, to product and people. Even down to their little owl logo. ︎︎︎ <img width="1920" height="750" width_o="1920" height_o="750" data-src="https://freight.cargo.site/t/original/i/b747b89e884d06a47a4051a962657129a568a7fc9a093c18bc0a1ea5cfac86dc/TA_1920x750.gif" data-mid="114287247" border="0" src="https://freight.cargo.site/w/1000/i/b747b89e884d06a47a4051a962657129a568a7fc9a093c18bc0a1ea5cfac86dc/TA_1920x750.gif" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/430ac0a4d1f6aa6e62eeabb73de8d877b183b674151431f7ff71ace93005445b/TA-airport-OOH.jpg" data-mid="114287178" border="0" src="https://freight.cargo.site/w/1000/i/430ac0a4d1f6aa6e62eeabb73de8d877b183b674151431f7ff71ace93005445b/TA-airport-OOH.jpg" /><img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/0cc50494e7809abe76582ce1d519c5b61d933d7b2b47f6715d964385b02edf73/Brand-book-2.gif" data-mid="114287195" border="0" 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data-src="https://freight.cargo.site/t/original/i/8197da12102fd305acff09ff425f41f6f0902f85b1c98f2d72f5c49144703c48/TA-mobile-experience.jpeg" data-mid="114287189" border="0" src="https://freight.cargo.site/w/1000/i/8197da12102fd305acff09ff425f41f6f0902f85b1c98f2d72f5c49144703c48/TA-mobile-experience.jpeg" /> <img width="2667" height="1667" width_o="2667" height_o="1667" data-src="https://freight.cargo.site/t/original/i/5edade08edc0e1bc39784e8cf7aa4ab0424ab5431b77af38a2e8474bd5e8a823/TA-explore-amsterdam.png" data-mid="114287194" border="0" src="https://freight.cargo.site/w/1000/i/5edade08edc0e1bc39784e8cf7aa4ab0424ab5431b77af38a2e8474bd5e8a823/TA-explore-amsterdam.png" /><img width="2667" height="1668" width_o="2667" height_o="1668" data-src="https://freight.cargo.site/t/original/i/944e17dce8c56c9e3d5a1dce8b376c8b684748b025e9c306bc2ebde8ba68cc3d/TA-carousel-shelf.png" data-mid="114287193" border="0" 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data-src="https://freight.cargo.site/t/original/i/0e161618c03f8d4a604ad20c412df1b09363d7741a560612ee0c1b838157b2de/matthijsmattvanleeuwentripadvisormotherdesignwordmark-scaled.jpg" data-mid="114287233" border="0" src="https://freight.cargo.site/w/1000/i/0e161618c03f8d4a604ad20c412df1b09363d7741a560612ee0c1b838157b2de/matthijsmattvanleeuwentripadvisormotherdesignwordmark-scaled.jpg" /> <img width="1596" height="2252" width_o="1596" height_o="2252" data-src="https://freight.cargo.site/t/original/i/8ef828a0587bd6474b6f7f0a1a6f9013fac76caad83c129ba3183d44da95faea/matthijsmattvanleeuwentripadvisormotherdesignsymbolstripsans.jpg" data-mid="114287234" border="0" src="https://freight.cargo.site/w/1000/i/8ef828a0587bd6474b6f7f0a1a6f9013fac76caad83c129ba3183d44da95faea/matthijsmattvanleeuwentripadvisormotherdesignsymbolstripsans.jpg" /> <img width="1596" height="2252" width_o="1596" height_o="2252" data-src="https://freight.cargo.site/t/original/i/e5ecc4b98ce7eb92efcf76656e25b4092ff73413e2df28315b5a1975eb7dee91/matthijsmattvanleeuwentripadvisormotherdesignsymbols.jpg" data-mid="114287279" border="0" src="https://freight.cargo.site/w/1000/i/e5ecc4b98ce7eb92efcf76656e25b4092ff73413e2df28315b5a1975eb7dee91/matthijsmattvanleeuwentripadvisormotherdesignsymbols.jpg" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/f2687ceb0d1d75a2e9645cb7d477d5724866e45dbbd1a13da3a6e6e03e0df788/TA-grid-OOH.gif" data-mid="114287177" border="0" src="https://freight.cargo.site/w/1000/i/f2687ceb0d1d75a2e9645cb7d477d5724866e45dbbd1a13da3a6e6e03e0df788/TA-grid-OOH.gif" /><img width="2500" height="1406" width_o="2500" height_o="1406" data-src="https://freight.cargo.site/t/original/i/974b194defd1556654323f693da3bb85cd1203f35184c460efcac133f5c00ae7/TA-airport-trays-.jpeg" data-mid="114287180" border="0" src="https://freight.cargo.site/w/1000/i/974b194defd1556654323f693da3bb85cd1203f35184c460efcac133f5c00ae7/TA-airport-trays-.jpeg" /><img width="2500" height="1666" width_o="2500" height_o="1666" data-src="https://freight.cargo.site/t/original/i/7386cab4f2eee9842b49c7630668ef53e3538864c7bb2d4918124967bd4d872f/TA-boston-OOH.jpg" data-mid="114287181" border="0" src="https://freight.cargo.site/w/1000/i/7386cab4f2eee9842b49c7630668ef53e3538864c7bb2d4918124967bd4d872f/TA-boston-OOH.jpg" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/aa96599f7f768b03056af93569f897ce95eea990d1f980eab23166e162bf827c/TA-when-this-is-over.jpg" data-mid="114287174" border="0" src="https://freight.cargo.site/w/1000/i/aa96599f7f768b03056af93569f897ce95eea990d1f980eab23166e162bf827c/TA-when-this-is-over.jpg" /><img width="2500" height="1664" width_o="2500" height_o="1664" data-src="https://freight.cargo.site/t/original/i/8e994036f37914087d747bfa3a88c1343bfdec828894a00a74ad6cc328764faf/TA--wrap-around-OOH.jpeg" data-mid="114287179" border="0" src="https://freight.cargo.site/w/1000/i/8e994036f37914087d747bfa3a88c1343bfdec828894a00a74ad6cc328764faf/TA--wrap-around-OOH.jpeg" /> <img width="1303" height="1667" width_o="1303" height_o="1667" data-src="https://freight.cargo.site/t/original/i/80ba50c95bc6e65c71538fdc97e4153bdb3e482ec6265fc860c2440b7e432c12/TA-mobile-experience-homepage.png" data-mid="114287190" border="0" src="https://freight.cargo.site/w/1000/i/80ba50c95bc6e65c71538fdc97e4153bdb3e482ec6265fc860c2440b7e432c12/TA-mobile-experience-homepage.png" /> &nbsp; &nbsp; &nbsp; Back to Work&nbsp; &nbsp; &gt; https://joshbraithwaite.com/Choose-a-Side Mon, 06 Feb 2017 23:40:03 +0000 josh braithwaite https://joshbraithwaite.com/Choose-a-Side Google - Google Product Suite: Awaken the Force How do you make a search giant famous for more than just Search? Sure, Google is famous for Search. But with dozens of other products. It’s famous for not much more. So we expanded people’s Google product universe by partnering with the Star Wars unvierse of Disney and JJ Abrams. We integrated the famous IP across the entire Google product ecosytem so people could discover the true power and breadth of Google products by simply choosing . . .Are you light side or dark? Results Millions of new users using more Google products1.62 billion media impressions1.58 billion social impressionsMentions in over 81 countries︎︎︎ Google users were asked to choose a side. <img width="1280" height="719" width_o="1280" height_o="719" data-src="https://freight.cargo.site/t/original/i/2e0016227b6350a6c1f1bcd9ab78ecb568d0f11673180d7757257ec1dc966add/Landing-Page.jpg" data-mid="1351156" border="0" src="https://freight.cargo.site/w/1000/i/2e0016227b6350a6c1f1bcd9ab78ecb568d0f11673180d7757257ec1dc966add/Landing-Page.jpg" /> Light side or dark side?&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;&nbsp; <img width="690" height="442" width_o="690" height_o="442" data-src="https://freight.cargo.site/t/original/i/2395b71a6f2465ed632aa3cea1f87218978049c593e9804ac9ce1865c2110ce6/image-asset.gif" data-mid="114317685" border="0" src="https://freight.cargo.site/w/690/i/2395b71a6f2465ed632aa3cea1f87218978049c593e9804ac9ce1865c2110ce6/image-asset.gif" /> <img width="690" height="442" width_o="690" height_o="442" data-src="https://freight.cargo.site/t/original/i/9d31c68227473c4b232fdab1ce7c2c075117db02777a3d8b6a4a7a756cd3f1f7/image-asset-1.gif" data-mid="114317705" border="0" src="https://freight.cargo.site/w/690/i/9d31c68227473c4b232fdab1ce7c2c075117db02777a3d8b6a4a7a756cd3f1f7/image-asset-1.gif" /> Their choice gave a Star Wars makeover to all their Google products and taught them about each one. <img width="960" height="627" width_o="960" height_o="627" data-src="https://freight.cargo.site/t/original/i/57ccd95b87c636798dda2be6a835f23331c8a8fd563875cb50259baf6647ecff/star_wars_gif.gif" data-mid="1349345" border="0" data-scale="100" src="https://freight.cargo.site/w/960/i/57ccd95b87c636798dda2be6a835f23331c8a8fd563875cb50259baf6647ecff/star_wars_gif.gif" /> <img width="854" height="492" width_o="854" height_o="492" data-src="https://freight.cargo.site/t/original/i/e1d665fb332fef3322eb7242a091446605c394dcf731efff97de44361a7a17ee/phones_670_670.gif" data-mid="114317697" border="0" data-scale="100" src="https://freight.cargo.site/w/854/i/e1d665fb332fef3322eb7242a091446605c394dcf731efff97de44361a7a17ee/phones_670_670.gif" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/96b5d56b48c24f1c3b36d220530743a178222da483fcd7009b742e1247d46dff/Gmail_Light.jpg" data-mid="1443326" border="0" data-scale="100" src="https://freight.cargo.site/w/1000/i/96b5d56b48c24f1c3b36d220530743a178222da483fcd7009b742e1247d46dff/Gmail_Light.jpg" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/5e623557c1ca42e9141261aeb3e363a77f0b0bb364d309fdf4933666ea18ff09/Gmail_Dark.jpg" data-mid="1443288" border="0" src="https://freight.cargo.site/w/1000/i/5e623557c1ca42e9141261aeb3e363a77f0b0bb364d309fdf4933666ea18ff09/Gmail_Dark.jpg" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/5ce1b599709efda5761834ec252c89be8762561f566e2b302e342258e6fe5b4e/Google-Maps_Light-Dark.jpg" data-mid="1443525" border="0" src="https://freight.cargo.site/w/1000/i/5ce1b599709efda5761834ec252c89be8762561f566e2b302e342258e6fe5b4e/Google-Maps_Light-Dark.jpg" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/a6daa83969a19525d528a18a288dc2434ee16b7feeefd2d68c21b4f326e7abd3/Waze_C3PO.jpg" data-mid="1443649" border="0" src="https://freight.cargo.site/w/1000/i/a6daa83969a19525d528a18a288dc2434ee16b7feeefd2d68c21b4f326e7abd3/Waze_C3PO.jpg" /><img width="938" height="607" width_o="938" height_o="607" data-src="https://freight.cargo.site/t/original/i/c9686de08b34b65552eabbecef15c6bff19dd120333e7c8038b77b4645f411b0/image-asset-1.jpg" data-mid="114317693" border="0" src="https://freight.cargo.site/w/938/i/c9686de08b34b65552eabbecef15c6bff19dd120333e7c8038b77b4645f411b0/image-asset-1.jpg" /><img width="938" height="607" width_o="938" height_o="607" data-src="https://freight.cargo.site/t/original/i/d066285ab7dc508515ad617fdbab8f47727b4afc3dc675fe446a1dffe791beb4/image-asset.jpg" data-mid="114317694" border="0" src="https://freight.cargo.site/w/938/i/d066285ab7dc508515ad617fdbab8f47727b4afc3dc675fe446a1dffe791beb4/image-asset.jpg" /><img width="938" height="607" width_o="938" height_o="607" data-src="https://freight.cargo.site/t/original/i/5a850535a078371853c13cf5e3a57ed30d6d26676c7d69f08683bf3ab99aff6f/image-asset-6.gif" data-mid="114318433" border="0" src="https://freight.cargo.site/w/938/i/5a850535a078371853c13cf5e3a57ed30d6d26676c7d69f08683bf3ab99aff6f/image-asset-6.gif" /> A Verizon VR partnership expanded our reach beyond existing Google users Skinned Google Cardboard VR viewers with the characters from Episode VIII. <img width="1000" height="563" width_o="1000" height_o="563" data-src="https://freight.cargo.site/t/original/i/2eaae659316d0342832a6a0fe679963927a61a0f53ffa50673671848ba332646/image-asset-3.jpg" data-mid="114317690" border="0" src="https://freight.cargo.site/w/1000/i/2eaae659316d0342832a6a0fe679963927a61a0f53ffa50673671848ba332646/image-asset-3.jpg" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/b8ed97e6a22bf9c88760df32844b8ffd8f1ef3edf75d6e5f952ec5d021de833b/Cardboard_stormtrooper.jpg" data-mid="1460922" border="0" src="https://freight.cargo.site/w/1000/i/b8ed97e6a22bf9c88760df32844b8ffd8f1ef3edf75d6e5f952ec5d021de833b/Cardboard_stormtrooper.jpg" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/ab33de162cff46fb3dd7bca656e0d00c9a78cc8a86492c2cabfd3b4b24bd2036/Cardboard_ren.jpg" data-mid="1460921" border="0" src="https://freight.cargo.site/w/1000/i/ab33de162cff46fb3dd7bca656e0d00c9a78cc8a86492c2cabfd3b4b24bd2036/Cardboard_ren.jpg" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/305f07619e05f212e971b6fe2d854638f7b7452e81be700d580bf2a8b0bd860d/Cardboard_droid.jpg" data-mid="1460919" border="0" src="https://freight.cargo.site/w/1000/i/305f07619e05f212e971b6fe2d854638f7b7452e81be700d580bf2a8b0bd860d/Cardboard_droid.jpg" /> Created a Star Wars VR game. <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/9ca130b25fd8e6f02bb940f6d1239075611c03c643d0b747f9786493ade031bb/jakku_spy_mock.jpg" data-mid="1461156" border="0" src="https://freight.cargo.site/w/1000/i/9ca130b25fd8e6f02bb940f6d1239075611c03c643d0b747f9786493ade031bb/jakku_spy_mock.jpg" /> And sent it on a press junket so the whole world could find out how big the Google universe is. <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/57da45a1923ad8d2a4e4f5fb3d45c113397b8557e967cf0c0a5e6c8ae9043fc1/Cardboard_junket_overview.jpg" data-mid="1481865" border="0" src="https://freight.cargo.site/w/1000/i/57da45a1923ad8d2a4e4f5fb3d45c113397b8557e967cf0c0a5e6c8ae9043fc1/Cardboard_junket_overview.jpg" /> <img width="500" height="281" width_o="500" height_o="281" data-src="https://freight.cargo.site/t/original/i/d4881a1af27f7f9030d69cdd9297d4b4234abfa92e672da2a8cb12f9baa46ff1/image-asset-3.gif" data-mid="114317691" border="0" src="https://freight.cargo.site/w/500/i/d4881a1af27f7f9030d69cdd9297d4b4234abfa92e672da2a8cb12f9baa46ff1/image-asset-3.gif" /> &nbsp; &nbsp; &nbsp;&nbsp;&nbsp; &nbsp; &nbsp; Back to Work&nbsp; &nbsp; &gt; https://joshbraithwaite.com/Lightsaber-Escape Fri, 21 Jul 2017 16:14:24 +0000 josh braithwaite https://joshbraithwaite.com/Lightsaber-Escape Google - Chrome Product Experiment: Lightsaber EscapeHow Google showed off the power of Chrome by turning your phone into a lightsaber This is an old story of you fish where the fish are. To show off Google’s next level technology to developers, we decided to bring to life something that’s close to their heart. Star Wars. We partnered with LucasFilm for the theatrical release of Star Wars: Awaken the Force to build a Chrome Experiment that pushed the limits of HTML5 and JavaScript. All to demonstrate what can be built using the world's most powerful web browser by turning your phone into a lightsaber.&nbsp; Results 704 million earned media impressions35 million social impressionsMentions in over 51 countriesJimmy Fallon played it live on TV ︎︎︎ <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/70c5af6f9850703a2b3ab087a9a884e207e9424013dfd7d0fce3998f9b7ea9ef/Lightsaber_Start-Page_Laptop.jpg" data-mid="1493856" border="0" src="https://freight.cargo.site/w/1000/i/70c5af6f9850703a2b3ab087a9a884e207e9424013dfd7d0fce3998f9b7ea9ef/Lightsaber_Start-Page_Laptop.jpg" /><img width="997" height="505" width_o="997" height_o="505" data-src="https://freight.cargo.site/t/original/i/4201e0c12e649e67371acc1099a0b844c4367dfd24082f960261b7e89abac22e/SW-calibrate.png" data-mid="114317337" border="0" src="https://freight.cargo.site/w/997/i/4201e0c12e649e67371acc1099a0b844c4367dfd24082f960261b7e89abac22e/SW-calibrate.png" /><img width="994" height="1028" width_o="994" height_o="1028" data-src="https://freight.cargo.site/t/original/i/e89d39ddd94512fc0b6205b63695fb0e7433ae97cd6229967968a66eb2ba59cc/SW-calibrate-2.png" data-mid="114317338" border="0" src="https://freight.cargo.site/w/994/i/e89d39ddd94512fc0b6205b63695fb0e7433ae97cd6229967968a66eb2ba59cc/SW-calibrate-2.png" /> <img width="1018" height="572" width_o="1018" height_o="572" data-src="https://freight.cargo.site/t/original/i/c08a634c1088e784d4b2d022b2d70ae874c61af53336ab47ec6c818104148d99/In-Game_Photo.jpg" data-mid="1494026" border="0" src="https://freight.cargo.site/w/1000/i/c08a634c1088e784d4b2d022b2d70ae874c61af53336ab47ec6c818104148d99/In-Game_Photo.jpg" /><img width="1018" height="572" width_o="1018" height_o="572" data-src="https://freight.cargo.site/t/original/i/49317b5f8e1d2a9a72b3044abc4e3bba9042bbb612226fd0f85744d06bcc04d8/Lightsbaer_Connect.gif" data-mid="1493970" border="0" src="https://freight.cargo.site/w/1000/i/49317b5f8e1d2a9a72b3044abc4e3bba9042bbb612226fd0f85744d06bcc04d8/Lightsbaer_Connect.gif" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/cbe308e1b7c685228f4dccdb3cbc2e6cfd6d00610b420b9b816fcd6bc32fbd84/Funny-Tweet.jpg" data-mid="1493794" border="0" src="https://freight.cargo.site/w/1000/i/cbe308e1b7c685228f4dccdb3cbc2e6cfd6d00610b420b9b816fcd6bc32fbd84/Funny-Tweet.jpg" /> And if you want to geek out over all the tech, check out how it was made below. &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; Back to Work&nbsp; &nbsp; &gt; https://joshbraithwaite.com/Reintroducing-Call-of-Duty Mon, 17 Dec 2018 06:27:03 +0000 josh braithwaite https://joshbraithwaite.com/Reintroducing-Call-of-Duty Activision - Global Launch: Call of Duty Black Ops 4 How we rebranded one of the most toxic communities in gaming to create a record breaking launch weekend On the outside Call of Duty seemed like a scary place to play. A huge problem when you want to sell 20 million video games.So for the launch of Black Ops 4 instead of selling the video game, we rebranded the community by creating Activision’s first in-house content studio. Then invited fans, celebrities and influencers to come play, make and show the world how much fun they were having. Refreshing and giving modern meaning to Call of Duty’s 10 year platform, “there’s a soldier in all of us.” Results Broke Playstation and XBox Store records for digital downloadsHighest selling day one release for Call of DutyBlack Ops 4 was 2018’s best selling game ︎︎︎ We made over 30 individual films, which inspired the community to make over +25,000 of their own in the first 24 hours. <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/d945bd98f8cf0a7cba8e22e93d8b6f7dbe77c6656819ff556ed4b1e40b93ab94/cod-content-studio.jpg" data-mid="32023957" border="0" src="https://freight.cargo.site/w/1000/i/d945bd98f8cf0a7cba8e22e93d8b6f7dbe77c6656819ff556ed4b1e40b93ab94/cod-content-studio.jpg" /> <img width="2048" height="1652" width_o="2048" height_o="1652" data-src="https://freight.cargo.site/t/original/i/48b21eb605f7421f94da30101fe56d26619a3e3707feaec376b3fbac4332e58a/Bo4-KATowns.jpeg" data-mid="114333984" border="0" src="https://freight.cargo.site/w/1000/i/48b21eb605f7421f94da30101fe56d26619a3e3707feaec376b3fbac4332e58a/Bo4-KATowns.jpeg" /> We dropped our films alongisde live streams with famous fans. <img width="1600" height="900" width_o="1600" height_o="900" data-src="https://freight.cargo.site/t/original/i/d7efffb334629e0cc9539f513f71d02547bd10fc803b17adf5d7e68d7f929636/Bo4-Post-Malone-1.jpeg" data-mid="114333808" border="0" src="https://freight.cargo.site/w/1000/i/d7efffb334629e0cc9539f513f71d02547bd10fc803b17adf5d7e68d7f929636/Bo4-Post-Malone-1.jpeg" /> And got the sport world talking when Neymar skipped football’s biggest award ceremony of the year. To play Call of Duty. <img width="1134" height="1012" width_o="1134" height_o="1012" data-src="https://freight.cargo.site/t/original/i/617b70cbe2da5e51491a6b374e6e46cdfd33e5d5edd8b542680e9a8dee7c0c37/Screen-Shot-2021-07-16-at-1.32.41-PM.png" data-mid="114333747" border="0" data-scale="100" src="https://freight.cargo.site/w/1000/i/617b70cbe2da5e51491a6b374e6e46cdfd33e5d5edd8b542680e9a8dee7c0c37/Screen-Shot-2021-07-16-at-1.32.41-PM.png" /> <img width="1280" height="720" width_o="1280" height_o="720" data-src="https://freight.cargo.site/t/original/i/ed28c00b116f9be27d0b6aad2e119cb9384095aadbf90154160e23c072ed8471/Bo4-Lil-Yachty.jpeg" data-mid="114334035" border="0" src="https://freight.cargo.site/w/1000/i/ed28c00b116f9be27d0b6aad2e119cb9384095aadbf90154160e23c072ed8471/Bo4-Lil-Yachty.jpeg" /> <img width="2200" height="1468" width_o="2200" height_o="1468" data-src="https://freight.cargo.site/t/original/i/8d9ded02818366f55d1a146f04675a6a55cfbf3774fd040ab012d4e897e9d9f8/Bo4-New-Era.jpeg" data-mid="114333767" border="0" src="https://freight.cargo.site/w/1000/i/8d9ded02818366f55d1a146f04675a6a55cfbf3774fd040ab012d4e897e9d9f8/Bo4-New-Era.jpeg" /> <img width="1000" height="667" width_o="1000" height_o="667" data-src="https://freight.cargo.site/t/original/i/70e5ebd2985f47829167eea3d2255237ba21cfb4f2be5164ec7cd555d66e2eb2/Bo4-swag.jpeg" data-mid="114333770" border="0" data-scale="100" src="https://freight.cargo.site/w/1000/i/70e5ebd2985f47829167eea3d2255237ba21cfb4f2be5164ec7cd555d66e2eb2/Bo4-swag.jpeg" /><img width="980" height="653" width_o="980" height_o="653" data-src="https://freight.cargo.site/t/original/i/30c3027207ed481566fbab23312f2156877c20d04e5a26ef3186930c28055f08/Bo4-times-square-OOH-2.jpg" data-mid="114333759" border="0" src="https://freight.cargo.site/w/980/i/30c3027207ed481566fbab23312f2156877c20d04e5a26ef3186930c28055f08/Bo4-times-square-OOH-2.jpg" /> &nbsp; &nbsp; &nbsp; &nbsp; Back to Work&nbsp; &nbsp; &gt; https://joshbraithwaite.com/Create-Positivity Fri, 21 Jul 2017 22:52:04 +0000 josh braithwaite https://joshbraithwaite.com/Create-Positivity Adidas - US Campaign: Create Positivity How you begin to heal a divided nation through the power of sport During the 2016 election, divisiveness swept the nation. But as young athletes. There are small things you can do that when added up. Create a wave of positivity through sport and into everyday life. We launched by sponsoring sport’s most high profile source of inspiration for the year -&nbsp; the Arthur Ashe Courage Award at the ESPYS.&nbsp; And brought young athletes together at sport summer camps all over America to inspire positive acts. Like redesigning culturally insensitive high school mascots. Creating the first signature shoe for a female athlete. To simply playing together as one team. ︎︎︎ We activated Adidas summer camps all over the country to inspire small acts of positivity at a grassroots level. Like offering resources to redesignin racist high school mascots. Co-creating the first signature shoe for a female athletes. To simply coming together and playing as one team. <img width="1200" height="514" width_o="1200" height_o="514" data-src="https://freight.cargo.site/t/original/i/ed29a5ce461d7adf296bb2a913216411dc77068bb043a9b4be0828c42e221cd3/adidas-indians.jpg" data-mid="117273875" border="0" src="https://freight.cargo.site/w/1000/i/ed29a5ce461d7adf296bb2a913216411dc77068bb043a9b4be0828c42e221cd3/adidas-indians.jpg" /> <img width="1710" height="1140" width_o="1710" height_o="1140" data-src="https://freight.cargo.site/t/original/i/abcf6ed195083c29eac0719af4b21161efae21fb648d987ad600df5932a0089c/Adidas-Unleashed.jpg" data-mid="117244321" border="0" src="https://freight.cargo.site/w/1000/i/abcf6ed195083c29eac0719af4b21161efae21fb648d987ad600df5932a0089c/Adidas-Unleashed.jpg" /> <img width="2500" height="1667" width_o="2500" height_o="1667" data-src="https://freight.cargo.site/t/original/i/1ef0faebc445b69f6d2e9b7e655f6cb2e5bfec23877d62dffac9098a33bf3d2d/JOE04902.jpg" data-mid="117272789" border="0" src="https://freight.cargo.site/w/1000/i/1ef0faebc445b69f6d2e9b7e655f6cb2e5bfec23877d62dffac9098a33bf3d2d/JOE04902.jpg" /> <img width="480" height="480" width_o="480" height_o="480" data-src="https://freight.cargo.site/t/original/i/2f5d60b7547672e607889d2b4a88a545aa8509039f4caac8535e528da23f0a2f/Football-Chant.gif" data-mid="1563148" border="0" src="https://freight.cargo.site/w/480/i/2f5d60b7547672e607889d2b4a88a545aa8509039f4caac8535e528da23f0a2f/Football-Chant.gif" /> <img width="480" height="270" width_o="480" height_o="270" data-src="https://freight.cargo.site/t/original/i/31cb36c11735b4598e6c95fc33e6454bd0a62a41acc898a3c36b32218e56b794/Coach_Wide.gif" data-mid="1563652" border="0" src="https://freight.cargo.site/w/480/i/31cb36c11735b4598e6c95fc33e6454bd0a62a41acc898a3c36b32218e56b794/Coach_Wide.gif" /><img width="480" height="270" width_o="480" height_o="270" data-src="https://freight.cargo.site/t/original/i/4b9a90fd1d085d98e01a6899e25a98bc9bd8783b298cfa9ddd625c4e367ab44c/Kris_Wide.gif" data-mid="1563275" border="0" src="https://freight.cargo.site/w/480/i/4b9a90fd1d085d98e01a6899e25a98bc9bd8783b298cfa9ddd625c4e367ab44c/Kris_Wide.gif" /> <img width="480" height="270" width_o="480" height_o="270" data-src="https://freight.cargo.site/t/original/i/060ec0d091913de95c33842f599f2f34afd372e26a17cd9d46943962c8949e8a/Candace_Wide.gif" data-mid="1563234" border="0" src="https://freight.cargo.site/w/480/i/060ec0d091913de95c33842f599f2f34afd372e26a17cd9d46943962c8949e8a/Candace_Wide.gif" /><img width="480" height="270" width_o="480" height_o="270" data-src="https://freight.cargo.site/t/original/i/ebf7826a70991a32ab4f9acd9f552d818cd034488135ecaa99aab611b335a8ef/Dak_Vertical.gif" data-mid="1563267" border="0" src="https://freight.cargo.site/w/480/i/ebf7826a70991a32ab4f9acd9f552d818cd034488135ecaa99aab611b335a8ef/Dak_Vertical.gif" /> <img width="480" height="480" width_o="480" height_o="480" data-src="https://freight.cargo.site/t/original/i/b1ad0886735fb9f33121bfe036be84854e02748ae12ff8e79d19b8f1dcc02898/Baseball-Sprint.gif" data-mid="1563246" border="0" data-scale="100" src="https://freight.cargo.site/w/480/i/b1ad0886735fb9f33121bfe036be84854e02748ae12ff8e79d19b8f1dcc02898/Baseball-Sprint.gif" />&nbsp; <img width="480" height="270" width_o="480" height_o="270" data-src="https://freight.cargo.site/t/original/i/9cae7cf8d58c5bba0e48226318e2bbb9a724701a36e8b6882d8d2fe9e5114ad2/Joel_Vertical.gif" data-mid="1563357" border="0" data-scale="100" src="https://freight.cargo.site/w/480/i/9cae7cf8d58c5bba0e48226318e2bbb9a724701a36e8b6882d8d2fe9e5114ad2/Joel_Vertical.gif" /> <img width="480" height="480" width_o="480" height_o="480" data-src="https://freight.cargo.site/t/original/i/29420c8813ec8707742466afa23d5ba276bfce4fa57a4f5973900ac1918e7982/Softball-Dance.gif" data-mid="1563250" border="0" src="https://freight.cargo.site/w/480/i/29420c8813ec8707742466afa23d5ba276bfce4fa57a4f5973900ac1918e7982/Softball-Dance.gif" /><img width="480" height="270" width_o="480" height_o="270" data-src="https://freight.cargo.site/t/original/i/498f0cd64798b06db9cb7d1021829ef8c3923a8fd794492f573d7682e39e7c22/DeAndre_Wide.gif" data-mid="1563426" border="0" data-scale="100" src="https://freight.cargo.site/w/480/i/498f0cd64798b06db9cb7d1021829ef8c3923a8fd794492f573d7682e39e7c22/DeAndre_Wide.gif" /> &nbsp; &nbsp; &nbsp; &nbsp; Back to Work&nbsp; &nbsp; &gt; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; https://joshbraithwaite.com/Here-to-Create Sat, 22 Jul 2017 00:37:22 +0000 josh braithwaite https://joshbraithwaite.com/Here-to-Create Adidas - Global Brand Platform: Here to Create Reinventing a global sports iconAdidas was slumping compared to Under Armor and Nike, and needed a category white space to grow.We found the insight that modern athletes were stepping into their creative identities and using their creativity as their secret weapon.So we authored Adidas’ new global brand platfrom - Here to Create. A strategic recasting of the athletic pursuit as a creative expression. Results Adidas +67%, Nike -4%, UA -57%14.6% global sales increase since launchRegained no.2 position in the USNow neck and neck with Nike in ChinaAchieved all 5 year KPI’s in less than 3 years ︎︎︎ / Check out 5 years worth of work and collaboration across many 72andSunny offices, design firms, internal Adidas teams and regional agencies from all over the world in the case study below. <img width="4795" height="3022" width_o="4795" height_o="3022" data-src="https://freight.cargo.site/t/original/i/e4a3195b4dd054f17f9efaa19b16d07ab0ec6ecfe94f684516a59a0aba2f7158/ADI-Triptych-Low.jpg" data-mid="114248917" border="0" src="https://freight.cargo.site/w/1000/i/e4a3195b4dd054f17f9efaa19b16d07ab0ec6ecfe94f684516a59a0aba2f7158/ADI-Triptych-Low.jpg" /><img width="1920" height="595" width_o="1920" height_o="595" data-src="https://freight.cargo.site/t/original/i/b04f0259a48b4366ed34250de4fe96e81af8c405798de705f7d92fa7446f7766/747-event-double.png" data-mid="114248913" border="0" src="https://freight.cargo.site/w/1000/i/b04f0259a48b4366ed34250de4fe96e81af8c405798de705f7d92fa7446f7766/747-event-double.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/e23a1e76077f3ec6503cb0a9b859aec634b46cdc047f91e5c2d463027e978e7a/ADI-one-billion-triptych.png" data-mid="114248909" border="0" src="https://freight.cargo.site/w/1000/i/e23a1e76077f3ec6503cb0a9b859aec634b46cdc047f91e5c2d463027e978e7a/ADI-one-billion-triptych.png" /><img width="1920" height="595" width_o="1920" height_o="595" data-src="https://freight.cargo.site/t/original/i/b721afa494713d98e585c658e542c3c34e5348cf4b1a3e6554adadba547ca362/ADI-cac-double.png" data-mid="114248908" border="0" src="https://freight.cargo.site/w/1000/i/b721afa494713d98e585c658e542c3c34e5348cf4b1a3e6554adadba547ca362/ADI-cac-double.png" /> <img width="5719" height="3814" width_o="5719" height_o="3814" data-src="https://freight.cargo.site/t/original/i/9aec806d8a9606bce683319c3f1fdab44a3e8e9972aaf51ef12bfe2233b48384/HTC-double-poster.png" data-mid="114248911" border="0" src="https://freight.cargo.site/w/1000/i/9aec806d8a9606bce683319c3f1fdab44a3e8e9972aaf51ef12bfe2233b48384/HTC-double-poster.png" /> <img width="3456" height="5184" width_o="3456" height_o="5184" data-src="https://freight.cargo.site/t/original/i/f6eb5086d0c1460844a86d38936a2fb2c157b489ef0c98acc91e87c31b52b0b1/ADI-HTC-womens-poster.png" data-mid="114248910" border="0" src="https://freight.cargo.site/w/1000/i/f6eb5086d0c1460844a86d38936a2fb2c157b489ef0c98acc91e87c31b52b0b1/ADI-HTC-womens-poster.png" />&nbsp; &nbsp; &nbsp; Back to Work&nbsp; &nbsp; &gt; https://joshbraithwaite.com/New-Speed Sun, 23 Jul 2017 20:31:35 +0000 josh braithwaite https://joshbraithwaite.com/New-Speed Adidas - US Football Campaign: New Speed How does a European brand leave their mark on an American sport?Football has changed. It used to be about who is the strongest and most skillful player on the field. But in today’s game, it’s speed. We noticed young football players were creating their own YouTube highlight reels to get the attention of college recruits. So we invented our own blue chip recruit, and created our own. Results:Adidas’ most successful US football campaign ever ︎︎︎ <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/1e54cfccea248db8b8ce188dbc7ea511377b1515525899a37fef403b34ec431a/Instagram_2Phones_NewSpeed.jpg" data-mid="1576270" border="0" src="https://freight.cargo.site/w/1000/i/1e54cfccea248db8b8ce188dbc7ea511377b1515525899a37fef403b34ec431a/Instagram_2Phones_NewSpeed.jpg" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/b6bfd7dc78b0ca78d9d78b35b794058bdea5c6da1a27170ab45c7d87c27ee660/site_home.jpg" data-mid="1576333" border="0" src="https://freight.cargo.site/w/1000/i/b6bfd7dc78b0ca78d9d78b35b794058bdea5c6da1a27170ab45c7d87c27ee660/site_home.jpg" /><img width="1048" height="1060" width_o="1048" height_o="1060" data-src="https://freight.cargo.site/t/original/i/5466cc263d52a36e8553f56c66aedae4aed04bfbccea004350e20a04bcf7d20e/Sportscenter_Instagram_Phone.jpg" data-mid="1576973" border="0" src="https://freight.cargo.site/w/1000/i/5466cc263d52a36e8553f56c66aedae4aed04bfbccea004350e20a04bcf7d20e/Sportscenter_Instagram_Phone.jpg" /> <img width="1920" height="1081" width_o="1920" height_o="1081" data-src="https://freight.cargo.site/t/original/i/6ab6533fc577c0d8ae92faf46406d3cf8c64909e38f637c87fa9b9040311af80/Tweets_Layout.jpg" data-mid="2745429" border="0" src="https://freight.cargo.site/w/1000/i/6ab6533fc577c0d8ae92faf46406d3cf8c64909e38f637c87fa9b9040311af80/Tweets_Layout.jpg" /> &nbsp; &nbsp; &nbsp; &nbsp; Back to Work&nbsp; &nbsp; &gt;