Lucky Strike
A two-year brand curatorship for Lucky Strike.
The work spanned microsites, events, kiosks, projections, game cabinets, treasure-hunt webcams and one of the world's first mobile Flash applications.
What started as a simple production job for a microsite became a more than two-year collaboration with Lucky Strike. The client eventually trusted the team so much that briefs turned into open briefs, and the collaboration extended from the web into physical space.
I led the concept and design team. This was social media before social media: a connected brand world made from secret events, interactive magazines, digital graffiti machines, SMS engines, touchscreen kiosks, game cabinets and downloadable media.
The work was successful enough to be exported to Japan and presented at the global Lucky Strike brand managers conference as a template for the brand's tone of voice and style.
Lucky Strike Conclusion Post Event Site.
Conclusion was the last in a series of free secret events, featuring the Beastie Boys. Previous events included Paul Oakenfold, Violent Femmes and Live.
The post-event site included a social drum machine, interactive magazine elements, an irreverent mixtape history, chat, video and photo downloads. The live event ecosystem also included touchscreen kiosks, SMS broadcast engines, digital graffiti machines, games, branded ticketing and fingerprint scanning.
Lucky Strike Believe Registration Site.
The Believe site handled thousands of simultaneous registrations under the bandwidth constraints of the era. It created enough buzz to generate more than 6,000 registrations in 10 minutes, leading to a long collaboration that continued until tobacco legislation ended this kind of marketing.
Lucky Strike Rerail Magazine Site.
Rerail was a post-event magazine experience, built so the audience could relive events through video, images, music mixes and chat.
One of the world's first mobile Flash applications.
The interactive brand manual was built for iPaq devices and sales consultants while Flash mobile was still in beta. It used loaded and flushed frames to simulate video on early mobile hardware.