Each week, The Examiner showcases an advertising campaign by a local company.
Client: Danger Mobile
Job: The development and launch of PoweredbyDanger.com, Danger Mobile’s social network for mobile customers.
Principals: CEO Kevin M. Newby, CCODerick Daily and CCO Mike Fung.
Other clients: U.S. Air Force, Adobe, Method, 2K Sports, Genentech
Creative team: Chief Creative Director Derick Daily, Sr. Designer Alex Statom; Sr. Project Manager Paul Perreault, Project Manager Supervisor Matt Boncek, Sr. Web Software Engineer Cedric Schaedel, Sr. Production Engineer Dave Hulse and Web Software Engineer Ryan Bishop.
The plan: The plan was to review the legacy site for features and create a new site that would utilize open source technologies, be maintainable by the internal Danger team and offer increased community features. We designed a site that could be used in a traditional Web manner as well as through Danger-powered devices.
The theme: To allow fans of Danger products to have a community site that was fun, easy to use and accessible from both a computer and the actual powered-by-Danger devices.
The concept: To integrate both mobile and Web platforms and make a site rich with content, interactive tools and other fun features to keep mobile lifestyle users and their friends engaged in the Danger Mobile community.
Position: Chief Creative Officer
Education/background: Bachelor’s degree in visual communication. Previously worked for Rockpile Interactive and Convergence Mediagroup on brands such as MTV Online, Levi’s, Virgin Records and WB Television.
What drove the development of the concept? The original Hiptop.com was outdated in terms of the look and feel as well as user interface. The content was extremely difficult to navigate and didn’t format consistently across browsers or theHip Top Device. The site also didn’t really reflect any Danger branding or message, thus the business value of the site was extremely diminished. Kadium’s creative direction was based on an distressed urban theme while incorporating an animated Flash messaging area which helps enforce Danger as a dominant lifestyle brand for mobile users.
Working on next: A major site makeover for Torani.com. Torani is the well-known syrup maker based out of the Bay Area. They haven’t touched their site in seven years — so we’re giving them a beautifully designed Web 2.0 site to give them a best-in-breed Web presence.