MSI Chicago

Experiential Marketing

MSI had two exhibits, Dr. Seuss And the Art of Invention and Christmas Around the World and Holidays of Light, debuting simultaneously and wanted to promote them in a modern, buzz worthy manner. Due to its high-traffic volumes of both locals and tourists, The Water Tower Place on Michigan Avenue provided the perfect venue for our high-impact, interactive, Grinch takeover. I concepted and designed a 7 story, Seussian elevator cling, three interactive touchscreen stations, decorations and clings for the main mezzanine and several ancillary marketing pieces to cover each level of The Water Tower Place. The experiential touchscreen kiosks combined the fun, stylistic flavors of Seuss with the informational and educational elements of Christmas Around the World culminating in a “decorate your own tree” interaction in which users could decorate their tree with ornaments form 18 different countries (including Whoville) and email their creations to themselves along with a museum admission coupon. Provided with an opt-in, the users could also sign-up for the museum’s enewsletter.

With the assistance of my digital strategist, I wireframed and designed each template within the touchscreen experience, then directed ADs regarding individual page elements. I worked with copywriters and translators with regards to voice and tone, our operations officer with regards to structural and mechanical production needs, third-party developers to ensure the interaction worked properly and installation teams to get the entire takeover installed. At the conclusion of the installation’s run-time, the touchscreen opt-ins yielded over 15k in new mailing list sign-ups and MSI reported its second best fourth quarter attendance levels on record.

Responsibilities:

• Art Direction
• Concept Creation
• UX Design
• UI Design
• Print Design

High-impact Units

For MSI’s Body Worlds and the Animal Inside Out exhibits, I was charged with creating standard, social, native and high-impact display units as well as dedicated, sales driven, mobile landing pages. I wanted the units to capture the same interactive surprise and delight imbued within the exhibits themselves. For the Body World’s high-impact unit, I incorporated a plastinate with an interactive slider to view the piece from 360º accompanied by fun facts about the plastination process. I designed the unit and functionality, directed my production artist regarding frame touchups and worked with my developers to execute the unit. For Animal Inside Out’s high-impact unit, I incorporated three plastinates and gave the user the ability to reveal the insides of the animals. For these units I created the concept, directed my AD on design and worked with my developers on execution. Both high-impact units included the tv spots and all pertinent info with actionable CTA’s to sales. For each exhibit, I wire-framed and designed dedicated mobile landing pages for museum attendees to quickly get information and book tickets while on the go. Both exhibits’ online ticket sales rose roughly 45%.

Responsibilities:

• Art Direction
• Concept Creation
• Design

Digital Campaign

MSI was debuting their own Robot Revolution exhibit. I was tasked with the creation of interstitial page takeovers, background skins, social, native, and standard display units. Working with the traditional account CDs, we wanted the concept to focus on the fun, personification of the humanoid robots in a non-threatening and welcoming manner. I directed my Sr. AD with regards to design aesthetics and adherence to brand patterns, and directed my developers with regards to animations. Beyond the standard digital extensions, I concepted and designed prototypes for several auxiliary ideas including interactive google doodles, experiential marketing interactions, and mobile and social games. Due to the exhibit’s immense success, Robot Revolution became a traveling exhibit and toured several notable museums nationwide.

Responsibilities:

• Creative Direction
• Concept Creation