PLAY.

When I was three, I told my parents that I wanted to be a fighter-pilot-fireman-carpenter. It didn't take me long to realize that my chosen career didn't actually exist, but it did teach me early on that life was worth playing with.

So I have been.

In fourth grade I discovered drawing at around the same time that I discovered Teenage Mutant Ninja Turtles.

Teenage Mutant Ninja Turtles
(This is Uminga's work, not mine. My mum is searching the archives as we speak for one of my originals, I'll keep you posted)

I became obsessed with them both. That year I made about forty bucks selling hand drawings of the Turtles to kids at school for 50c each.

After finishing school I moved across Australia from Perth to Melbourne (think LA to Chicago or Lisbon to Berlin – with less border crossings). I was curious about the internet and decided to teach myself how to build websites. Sparks flew with HTML but true love formed when I discovered Flash. For the next few years I worked on two things: being a rock star and building websites for friends, bands, indie record labels, local surf shops and anyone else who wanted one.

Before long I realized I had the beginnings of an actual career on my hands.

In 2005 I took a few months off for a solo snowboarding trip across the US and Canada. The journey ended in London where I took my first agency job as Lead Interactive Designer at FCBi. Under the watchful eyes of some people much sharper than I was, I learned the art of new business, clever planning, insightful creative and "trusting my eye."

After twelve months my expired UK working permit saw me back in Australia where I landed a job as Interactive Art Director at Draftfcb. The Interactive department at the time was an account manager and myself. Over the next three years I steadily moved into the role of Interactive Creative Director as we pitched for and created effective, award winning work for brands like Honda, FIFA, Lindt, Kraft, South Australian Government and Greenpeace. In that time I also saw our fledgling interactive team grow into the agency's most populated and highest billing department.

I was ready for a new challenge though and with its sun, surf, snow and fish tacos, Southern California seemed like an obvious destination. In mid 2009 I made the transition to RED Interactive where I spent a year working on new business and honing my strategy and creative skills.

I left RED to focus on freelance design and creative and had the best intentions to do it for as long as possible...but then I met with 72andSunny.

Taking a full-time role again was a no-brainer and I'm stoked to be a Creative Director there making brands matter in culture.

In early 2010 I also became an English Bulldog Owner.

World, meet George.

George

I've watched George tackle life since he was a tiny pup. It didn't take long for me to realize that he's actually a genius and approaches every situation with the best advertising strategy of them all:

Play. Learn. Apply. Repeat.

 

LEARN.

I've learned that strategy is an inbuilt human capacity and that finding a creative solution requires a full understanding of the problem.

That brands need to stand for something and that their products should simply amplify their voice.

Hugh
(Image taken from Gapingvoid | Hugh MacLeod. Super awesome.)

I've learned that If you can't explain it simply, you don't understand it well enough.

That collaboration with clever and curious people makes the outcome better, the process more enjoyable and you a little smarter.

That hard decisions are worth making.

That the best leaders are more than just gifted, they actually give a shit too.

That choosing clients is more important than them choosing you.

That everyone is a geek in their own little way.

That the more you play, the more you learn.

I’ve learned a lot, and I'm fully aware that I have a lot left to learn.

 

APPLY.

Before you scroll down and marvel over some ok and sometimes even good advertising that I've been a part of, I just wanted to take this moment, this connection that you and I have made via the Internet, to tell you that I haven't updated this page since 2010.
I'm making lots of way better things over at 72andSunny and you can see some examples of what I'm talking about on my LinkedIn page.
By the way I hope that didn't sound braggy.
It wasn't meant to come off that way at all.
It's just that I really do work with some insanely talented people over at 72andSunny and they really raise your game, you know?
Anyway, I hope you have a great day.
I mean that, Get out there and have an amazing fu#king day.


HBO | Bloodcopy

ONLINE SOCIAL DESTINATION
ROLE: CREATIVE/STRATEGY

True Blood fans are as devoted as they are social and they tweet consistently about a broad range of subject matter. Some tweeters have even brought their favorite characters to life, interacting with each other just like the characters on the show would.

It's pretty cool really, that fans can go beyond their 55 minutes every week and give themselves something to talk about between episodes and seasons, as well as provide other fans a way to play and interact.

HBO wanted to do something with these conversations so we put it to them to house them in a single destination.

HBO True Blood | Bloodcopy

The result was Bloodcopy, a site which aggregates all of this content in a unique, digestible way. After it launched the site saw instant peaks on Sunday nights. A pleasant surprise followed though when thousands of uniques kept coming back at various times between episodes.

 

San Diego Zoo: Polar Bear Plunge

EXPERIENCE WEBSITE
ROLE: CREATIVE/STRATEGY

The San Diego Zoo wanted to build awareness of the revamped Polar Bear Plunge exhibit, create a highly repeatable experience for the target audience and educate kids on the conservation of polar bears.

To do it, we built them a site split into three main arctic "islands" – one for games, one for educational and exhibit information and one to view and take a Polar Pledge.

San Diego Zoo | Polar Bear Plunge Website

Each of the three games in the site were designed to be quick and fun interactions for the 4-11 year old audience (I challenge you not to play the Kalluk's Polar Walk twice).

In the Polar Bear Pledge section, users can see the size of ice sheets today versus 50 years ago, thus illustrating the effect climate change has had on the polar bears’ habitat.  They then have the opportunity to expand the polar bears’ virtual ice sheet back to its original size by pledging to make simple lifestyle changes and sharing their pledge through Facebook Connect.   

San Diego Zoo | Polar Bear Plunge Website

The more users that participate in the site, the bigger the polar bears’ land becomes.  In this way, the site focuses on active user participation and repeat site engagement.


South Australian Government: Anti-Violence Against Women

INTEGRATED CAMPAIGN
ROLE: CREATIVE DIRECTOR

The SA Government Office for Women wanted to demonstrate which lines in relationships should not be crossed.

The campaign needed to be image-free, so a conscious decision was made to keep the look and tone as simple and effective as possible.

The visual 'line' device was used throughout the campaign as was the phrase, "Don't Cross The Line" to bring to life the boundary between what is right and wrong behavior in a relationship. Press, street mags, TV, radio, urinal stickers, posters and online ads all directed the audience (men and women) back to the website. Because of the confrontational nature of the subject/campaign, it was important to leverage touch-points such as pubs/bars and gyms where people could discuss the issue.

Don't Cross The Line | Website

The website had to be as accessible and easy to navigate as possible. It included features which made it simple for users to hide the site or even de-brand it incase danger or embarrassment was approaching.

Throughout the course of creating the campaign we reminded ourselves almost daily that we were in a position where we could help save lives. It's a humbling spot to be in and working in advertising it's not a position you get used to. I'm still grateful for the experience.

 

Jazz Comes To Town

INTEGRATED CAMPAIGN
ROLE: CREATIVE DIRECTOR

This campaign was the second in a series where we'd personified Jazz. This time around we wanted a campaign that felt like this summer's biggest movie release.

The cinematic feel of the ad was received positively and Jazz found herself in the spotlight. We capitalized and decided get the voice talent of the "supporting cast" back into a studio to conduct an improv session that lasted well into the night. The best cuts from the session became the basis of a "behind the scenes" mockumentary that lived online as a traffic driver back to the website.

It worked.

And funnily enough this piece that took just a few days (albeit, long ones) and minimal budget became the talking point of the whole campaign.

Of course, traffic needed to go somewhere and the VROOM Magazine website was the destination. The site was based on what a magazine in Jazz's world would look like.

Honda Jazz: Jazz Comes To Town (Website)
(Website no longer live)

The site contained articles about the characters, interactive puzzles, gossip and advice columns and all the other stuff you'd expect from a fashion-style magazine.

Not that I'd know.

 

Global Brands | FIFA Collections

WEBSITE / PRINT
ROLE: CREATIVE DIRECTOR

For the first time in their history, Global Brands was launching an urban fashion collection with the FIFA name on it. We were tasked with creating an iconic launch campaign with universal appeal to sell the concept of FIFA Collections to potential retail parties around the world.

FIFA Collections

Without the sales to generate marketing funds pre-launch, a print/poster trade campaign was developed that is housed on a purpose-built global collective website, accessible by all retailers/ master distributors.

FIFA Collections – Website

The site was specifically designed to be a downloable package that was easy to localize by individual retailers around the globe for their local markets.

 

Kraft: Veggie PouroverS AMBASSADOR PROGRAM

AMBASSADOR PROGRAM
ROLE: CREATIVE DIRECTOR

In 2008 we put it to Kraft to go on a slightly experimental journey with us. Their upcoming "Vegie Pourovers" line (Australia only) of vegetable toppings was designed for parents who were trying just about anything to convince their kids to eat vegetables. Vegie Pourovers was the savory topping designed to make vegetables taste a little less gross.

The ambassador program set out to encourage and facilitate stories and conversations that parents were having in their social networks about the various ways to get veges into their kid's diet. Some of the stories were genuinely hilarious.

This common problem served as the social object that united the community and through the website, Kraft Veggie Pourovers was positioned as their solution.


(Website no longer live)

The site was also a useful resource for parents. They could ask questions to health experts, popular chefs, food bloggers and other parents as well as view and submit recipes and start public dialog with other community members.

Through trusted Social Media influencers (that's influential, not popular) and with no other media support, the campaign engaged an audience of over 70,000 people.

 

Motorola: MotoMUSIC

EXPERIENCE WEBSITE
ROLE: CREATIVE DIRECTOR

In 2008, Motorola had successfully become the cool kids in the Australian mobile category. Their strategy was to build a strong association with music culture and use that as their license to talk to early adopters.

We pitched an idea to build a monster of an online destination that they embraced whole heartedly. The idea of the site was to be a single destination for young music lovers and technology fire breathers to come and immerse themselves in music and tech.


(Website no longer live)

Users could send TXT for free, subscribe to celebrity podcasts, check out monthly featured artist (included Black Eyed Peas, Foo Fighters and Good Charlotte), download MP3s, check out exclusive content, get the latest industry news, tour dates, experience the latest devices and win some pretty sweet prizes.

Within twelve months we had a brand new database of almost half a million active opt-ins which we communicated to every month about Motorola related awesomeness.

 

Honda CR-V: For Every One You Are

INTEGRATED CAMPAIGN
ROLE: ART DIRECTOR / FRONT END / MUSICAL GENIUS

The TV spot for the 2006 Honda CR-V launch featured "Le Disko" by Shiny Toy Gun.

With a rockin' soundtrack in tow, we pitched a GarageBand-esque online destination where people could put together a soundtrack of their own. Users could select from a huge selection of pre-recorded instrument samples, beats and riffs (that was a long few days in the studio) and layer it over the commercial.

CR-V – For Every One You Are

Entries were voted on by the public and the winners were selected by a panel of industry types from the top 20 vote getters.

 

Greenpeace: Toodle-oo Tuvalu?

FULL PAGE TAKE OVER
ROLE: CREATIVE DIRECTOR

In August, 2009 Greenpeace activists blockaded two Queensland ports to protest Kevin Rudd's huge expansion of the export coal industry.

Greenpeace enjoys disruptive communication. To coincide with the protest, they booked a last minute OTP on Australia's two major news website and asked us do something with it.

With two days and zero budget we setup a green screen (wallpaper from Bunnings) studio in the agency basement, cast our studio manager and account director as talent and got to work.

The copy line, "Toodle-oo Tuvalu? Your call, Kev" took aim at Australian Prime Minister (at the time) Kevin Rudd. It implied that the untouched Polynesian island nation, Tuvalu was going to be destroyed if coal mining expanded – a fate resting in his hands.

 

BP Diesel: Live Forum

WEBSITE / CRM
ROLE: CREATIVE DIRECTOR

Before the live chat capabilities of most modern social platforms was realized, we did it the old fashioned way.

BP was testing a new "ultimate" grade of Diesel fuel. The press had caught on, a media storm was brewing and people were asking questions.

We decided to build and host an online event where reporters and the general public could to talk to our panel of experts about all things diesel.

The event drew thousands of participants and received lots of positive national press.

 

MOTOROLA EXPERIENCE WEBSITES

EXPERIENCE MICRO SITES
ROLE: DESIGN/FRONT END

Early on (2006, for example) I was guilty of indulging in a little Flashturbation.

Motorola KRZR Experience Site

Motorola PEBL Colours Experience Site

The Motorola KRZR and Motorola PEBL Colours experience sites were no exception but still fun to design and build.

Funnily enough, my original concept for the KRZR site was to flex our DM arm and build an alternate 3D version of the site. People could head to the site, sign up for some 3D glasses and we'd send them a branded pair in the mail.

It never happened, apparently 3D was never going to take off.

 

REPEAT.

I'm a Creative Director making things with 72andSunny.
I live in New York City, NY.

Thanks for clicking around, I felt every one of them and I hope they were as good for you as they were for me.
Especially that last one.

email : pete.novosel@gmail.com
twitter : twitter.com/petenovosel
LinkedIn : linkedin.com/in/petenovosel
Instagram : instagram.com/peternovosel