With a simple gesture of a lunchbox note, Giant Spoon kicked off the 2017 school year for the HP Sprocket with “Little Moments.” At once nostalgic and remarkably relatable, we follow a family as they navigate the first day back to school. Weaving the HP Sprocket into the daily routine of a family’s life, Giant Spoon and HP sends a powerful message of a small, mobile and versatile printer's potential to preserve life’s cherished and fleeting memories through playful and practical use cases. Created and strategically driven by Giant Spoon, directed by Rudi Schwab and edited by Ricardo Lopez of Humble, Little Moments is the newest addition to the HP “Reinvent Memories” campaign.
IDEATION / CREATIVE / PRODUCTION
WB Blade Runner 2049 Experience
The experience brought the world of Blade Runner's Los Angeles 2049 to life for SDCC attendees in what’s been billed as "setting the bar in immersive marketing.” The experience began with a virtual "spinner chase" through the skies in our VR theater, equipped with DBOX 4D chairs. Once their headsets were on, the wall at the front of the theater lifted revealing a real spinner and actors playing out the final scene of the VR experience. The actors, in real costumes from the film, further immersed attendees into our 12,000+ square foot space, by asking probing questions about the crash and more importantly — are they human or replicant. We completed the scene of this post-apocalyptic world with rain, fog and snow as everyone looked for the rogue replicant from the crash.
Guests received giveaways from our RFID-enabled vending machines as well as a tasting of Johnnie Walker, and a box of udon noodles. Guest turnout exceeded expectations with several people staying for over an hour engaging with actors, searching for replicants, and taking photos. The Bladerunner 2049 Experience was the biggest, most immersive activation ever executed at SDCC and drove exponential buzz as the film heads into the final phase of its marketing campaign.
STRATEGY / IDEATION / EXPERIENTIAL PRODUCTION
Alcon Entertainment The Expanse Escape Room
Giant Spoon, Alcon Entertainment and SYFY teamed up to bring the suspense and energy of the hit TV series The Expanse to San Diego Comic Con. An ordinary shipping container was transformed into a full-blown escape room...pitting 2 teams against each other in a high-stakes competition. Each team enters hoping to retrieve a sample of the dangerous, but invaluable protomolecule and be the first to make it to the escape shuttle. They'll have to scour the room for clues that will be the key to their escape. Filled with in-world references to the show and surrounded by prop displays outside of the room, fans were immersed in the world of the Expanse from the moment they arrived until they typed in the escape code. Winners were rewarded with a prize pack including season two of The Expanse, while the losers were stranded on the space shuttle forever.
STRATEGY / IDEATION / EXPERIENTIAL PRODUCTION
HP Studios "The Wolf"
The Wolf is a four-part digital content series, created by Giant Spoon, starring Christian Slater as an unnoticed hacker who gains access to a fictional financial company in a surprising way - through unsecured printers. There are hundreds of millions of business printers in the world, but according to HP research, less than 2% are secure. By elevating security to the level of a brand platform, Giant Spoon and HP are fundamentally shifting the perception of the brand amongst both IT decision makers and end-point users. Directed by Oscar-nominated cinematographer Lance Acord and edited by Oscar-winning editor Kirk Baxter, the series is HP's first work under its new content division, HP Studios.
HP on "Computer Show"
Giant Spoon partnered with Sandwich Video to create HP's own episode of "Computer Show," featuring employees from present-day HP wowing the two hosts stuck in the 80s with PageWide technology—the latest in printing innovation. Created by Adam Lisagor, Roxana Altamirano and Tony Altamirano, “Computer Show” stars TV Host Gary Fabert (played by Rob Baedeker) on a technology talk show set in 1983, the dawn of the personal computing era.
GE + GOOGLE + NY TIMES: VR AT YOUR DOORSTEP
We forged a new forum for storytelling by partnering with The New York Times and Google Cardboard VR headsets, helping to re-define journalism by creating a new canvas for its global readership. This marked the first time VR was introduced to the masses at scale, reaching 1.3MM subscribers nationwide. This partnership won Mobile Grand Prix at Cannes in 2016.
IDEATION / MEDIA PARTNERSHIP
NBC + GIPHY STUDIOS: GIF CONVEYER BELT OOH
To promote NBC's second season of Superstore, we developed the concept of putting GIFs in major out-of-home spaces where they would interact with each other and have behaviors contextual to the day of the week (e.g., Case of the Mondays). We collaborated with Giphy Studios to create an "art gallery" in the World Trade Center's Fulton Center where nine unique GIFs interacted with one another. The OOH stunt garnered 54mm views during its run at WTC from Sept. 19-Oct. 16, 2016.
IDEATION / MEDIA PARTNERSHIP
GE'S "THE MESSAGE" PODCAST
Giant Spoon has helped GE become part of the cultural conversation by translating their message of innovation into the languages of entirely new mediums. The Message, a fictional podcast which rocketed to the number one spot for downloads on iTunes, harkened back to GE’s roots as an enlightened storyteller and brought their message to life for a new, older millennial audience.
IDEATION / EMERGING MEDIA / PARTNERSHIPS
LEGO CITY STUDIO ANIMATED SERIES
LEGO City needed a push to remain relevant among older boys. To extend the popularity of their favorite characters from LEGO City shows, Giant Spoon created LEGO City Studio to offer smart, witty, behind-the-scenes features from inside the fantasy world. Each episode in the 3D animated "reality" series offers a peek into the secret lives of LEGO City characters, and provides a new creative path for LEGO to extend its ecosystem of evergreen video content.
CONTENT STRATEGY / IDEATION / CREATIVE
OLD NAVY: 50 STYLES, 50 STATES INFLUENCER CAMPAIGN
Recognizing that style influence is no longer relegated to just the coasts or NYFW, we wanted to create a campaign that celebrated the Old Navy's inclusionary spirit during a fall season filled with political division. We identified 50 influencers from all 50 states who were everyday brand champions with community-driven followings. In partnership with People Magazine, "50 Styles, 50 States" launched to celebrate style in all sizes, races and genders via an e-comm enabled interactive map of influencer-driven style coast-to-coast.
CULTURAL INSIGHTS / IDEATION / SOCIAL CONTENT
NBC + GE: FALLONVENTIONS
To bring GE further into the cultural conversation around inventions and innovation, Giant Spoon helped co-develop Fallonventions, a socially driven recurring TV segment where three kid inventors get to demonstrate their inventions on The Tonight Show. The segment quickly became a fan favorite and the highest-rated segment in the inaugural season of the number one late night show.
IDEATION / MEDIA PLANNING / PARTNERSHIPS
STX "THE GIFT" VIRAL STUNT
Leveraging creepy themes from STX's first thriller, Giant Spoon helped generate buzz with a chilling stunt aimed at influencers. By digging deep into social posts on Twitter and Instagram, we were able to deliver customized gifts based on inside jokes and almost-too-personal details from each target's life. Big headlines on Variety, E!, FastCompany, The Verge, and more, along with content from social stars, drove anticipation for the film's successful opening.
CAMPAIGN STRATEGY / CREATIVE / EXECUTION
HP + STAR WARS "ART AWAKENS"
Allowed Star Wars fans around the world to redesign the Star Wars trailer, frame by frame, using HP devices. Social influencers and even the two stars of the film contributed frames. At the end, all 2000+ frames were put back together into video form to create a fan-designed Star Wars trailer, which debuted in an art gallery setting and elevated HP as a brand for the next gen of creatives.
CULTURAL INSIGHTS / IDEATION / CREATIVE
NBC'S THE VOICE 360 VR EXPERIENCE
To catapult buzz for season seven of The Voice, we created an unprecedented Oculist Rift-based simulator that transported fans on set -- physically and virtually -- to judge a blind addition beside Voice judges Adam Levine and Blake Shelton. The 4-minute, live-action virtual reality experience hit the road in NY, Chicago and LA to engage 1000+ participants and garner over 50M media impressions. Viewership for the show also increased by 20% from the previous season.
IDEATION / MEDIA STRATEGY / CREATIVE EXECUTION
COLE HAAN + NY TIMES, "GRIT & GRACE"
To bring to life Cole Haan’s belief that substance is the best style, Giant Spoon looked to icons that do the same. With a native ad placement in The New York Times, Giant Spoon put the New York City Ballet into the cultural conversation for a real, unfiltered look at what it takes to perform at the highest level, artistically.
CULTURAL INSIGHTS / MEDIA STRATEGY / CONTENT
HP + MEGAN TRAINOR #BENDTHERULES
To grow brand affinity among millennials, Giant Spoon looked to the people HP's younger audience admires most — YouTube stars. We successully produced the world’s first music video created entirely by social influencers by bringing young creators together from around the world and arming them with x360 laptops to make the video for Meghan Trainor’s second single, “Lips are Movin.” Behind-the-scenes content posted by each creator helped the campaign exceed expectations for fan engagement.