Each week, The Examiner showcases an advertising campaign by a local company.
Client: A&E Network
Job: Promote the season three premiere episode of A&E’s popular real-life series Criss Angel Mindfreakon a virtual platform.
Agency: EVB, digital content marketing firm, San Francisco.
Principals: CEO Daniel Stein, Executive Creative Director Jason Zada.
Other clients: Adidas, LeapFrog, MTV, 2K Sports & Alberto Culver.
Creative team: Jason Zada, executive creative director; Bob Goeldner, copywriter; Ryan Carver, art director; Jeff Titus, technical director; Justin Peterson & Lucas Shuman, programmer; Shawn Meyers, motion graphics; Amanda Cox, executive producer; Ryan Toland, account supervisor.
The plan: The Freak Your Mind campaign launched online mid-May and is supported by banner advertisements.
The theme: “Freak Your Mind”
The concept: EVB produced a new web experience at freakyourmind.com. Freak Your Mind transfers the entertainment experience of television to an online platform that appeals to a virtual audience. It’s a cyber magic trick one can virtually play on friends, taking them on a multiplatform roller coaster ride that ends in a mind-boggling scare. With the help of MINDFREAK host, Criss Angel, users create and send a personalized video e-mail that is sure to freak their friend’s mind. Opening the video email, viewers are greeted by Criss, who is performing a magic trick, which shockingly reveals the viewer’s name and phone number. The video self-destructs, and seconds later, the person’s phone is ringing, and Criss is on the line, reminding them to watch his season premiere, which was on Tuesday. Freak Your Friends before they freak you.
Position: Art Director
What drove your development of the concept?: Every day we wake up in the morning and ask ourselves, “How can we freak someone’s mind today?” So it was quite fortuitous when we were assigned this project to promote a TV show about a man who makes a living freaking minds. Everything just sort of fell into place.
Working on next: Next, we’re launching an online game to promote Microsoft’s maps.live.com, a map based search tool. We’re also working on concepts for adidas that will support its new line of NBA team inspired sneakers.