ANNUAL MEETING • SOCIAL VIDEOS • EVENTS • BRANDING • POSTS • POSTERS

Agency / Creative Director / Writer / Producer

BACKGROUND
Cornerstone OnDemand is a world leader in cloud-based software that helps businesses manage and develop their people. Since 2016 Matthew Finio Creative has worked with them on a variety of projects including branding, social, demonstration and event videos, copy explorations for product branding, and other materials ranging from event posters to banner ad copy.

1 & 2. CONVERGENCE 2019 Cornerstone has offices throughout the world and its products are used in over 90 countries. Each year they invite thousands of clients to their Convergence event which includes large scale presentations and dozens of smaller sessions. For 2019 the theme was “Potential,” and we produced these videos to open each of the two keynote addresses.

3. SOCIAL VIDEOS are used to quickly and entertainingly introduce specific products. The :60 version of this demo of Cornerstone Recruiting has almost 3.5 million YouTube views.

4-7. CONVERGENCE 2016
The CEO wanted the 2016 Convergence to have a more cohesive “voice” than prior events, and asked Matthew Finio Creative to create a keynote video (7) and venue posters (4-6) that reflected the theme of “internal career mobility.”

RESULTS
The 2016 Convergence was more successful than any prior events, with the CEO pleased that it had a cohesive “voice,” then the 2019 event was dubbed the “best ever.” Matthew Finio Creative continues to work with Cornerstone on dozens of scripts, videos decks, ad copy and additional materials.

NETWORK ID • SITE DESIGN & CONTENT • SHOW PROMOS • SHOW LOGOS • NEWFRONTS • FINAL FRONT

Agency / Creative Director / Writer / Producer

BACKGROUND
In 2014 Machinima had a new CEO itching to rebrand the popular online gaming and fandom network. My agency, Matthew Finio Creative, was hired for a variety of branding and launch projects until Machinima was bought by Warner Bros. in 2017.

1-4. JUSTICE LEAGUE CAMPAIGN
Justice League: Gods and Monsters Chronicles was Machinima's first original series production and a result of a new partnership with Warner Bros. For NewFronts, digital media's answer to traditional networks' Upfronts, an impactful presentation needed to be produced from scraps of clips (no episodes were yet complete), a show logo designed and a keynote presentation assembled to explain the types of advertising opportunities available. We created:
1. JUSTICE LEAGUE SHOW LOGO
2. JUSTICE LEAGUE TUNE-IN PROMOS: As examples of how to promote the show’s premiere.
3. JUSTICE LEAGUE LAUNCH PROMO: Based on the limited footage I scripted a this story and used a Warner Bros.-approved Batman theme to create a true "event" promo to introduce the show at NewFronts.
4. JUSTICE LEAGUE KEYNOTE TEMPLATE: The visually stunning keynote presentation juxtaposed the "classic" Justice League characters with the first-time reveal of their modern-day counterparts, and used animations borrowed from the show's rough cuts to build excitement.
Justice League: Gods and Monsters Chronicles premiered Summer 2015.

5-13. MACHINIMA SITE REDESIGN
A new website was designed by another LA agency but the copy wasn't capturing the spirit Machinima's new leaders were looking for. In 2015 I was hired to rewrite the site to reflect the energy of the new tagline. My agency (Matthew Finio Creative) then designed custom images for several pages, and in 2017 we were asked to redesign and update the site once again.

14. NETWORK ID: We created this "Heroes Rise" ID—often used to introduce Machinima content on the site and on YouTube—as a tribute to digitalization with a touch of anarchy (we made a point to include the vocal since many people didn’t know how to pronounce the company’s name).

15. DC's HERO PROJECT PROMO
Also at NewFronts, Machinima and DC Comics introduced a reality series for amateur filmmakers who are fans of DC Super Heroes. We created a "ripomatic" promo of the show using footage borrowed from past reality shows and interspersed with new animation to bring the idea to life. DC's Hero Project will debut in 2017.

16-24. SHOW LOGOS / CORPORATE LOGOS
Program and company logos (MACH-1 is an internal agency) were created to give each the personality it deserved.

RESULTS
Based on Machinima's success and growth from 2014 onward, Warner Bros. increased its partnership and bought the network in full in 2017, eventually folding it into Fullscreen.

PITCH • WIN • SOCIAL MEDIA • VIDEO • PRODUCT LAUNCH

Creative Director / Writer

Mahindra is a multinational manufacturing corporation based in Mumbai and one of India's Fortune 500 companies. In 1947, its founders, the Mahindra brothers, licensed the rights to manufacture the "Jeep" used in World War II, which had been designed in America and built by a variety of companies (such as Willys and Ford) during the war.

Since then Mahindra has built various iterations of the vehicle, and in 2018 began importing its parts to Detroit to assemble and market it in the US as an off-road vehicle (not for street use) called ROXOR.

StudioTEN, a creative division of Motor Trend and owned by Discovery Networks, was one of the agencies pitching the account, and hired me to help with the pitch, and then the product launch when the account was ultimately awarded. As the launch agency for ROXOR, we created a campaign consisting of...

1-4. SOCIAL MEDIA TEASERS
In the months prior to launch, social media posts on Instagram and Facebook included static ads and :15 videos that hinted at the vehicle without revealing it.

5-9. LAUNCH CAMPAIGN
Social Posts and ads for launch showed the vehicle in full, and a :90 video (with :60 and :30 cut downs for various uses) gives a brief explanation of its history and capabilities. Soon after a Features and Benefits video was added (8) to highlight some of ROXOR's more important specifications.

As the launch continues, more lighthearted ads (9) will reflect the playful side of this iconic brand.

10 & 11. RESULTS
ROXOR received a lot of attention as a symbol of Detroit's long-observed comeback in publications like the New York Times and as a fun, must-have off-road vehicle on auto enthusiast sites like Jalopnik.com. Mahindra only needs to sell about 3500 ROXORs in the US in order to justify their investment, and current response indicates they will far exceed that goal.
 

ANIMATION • VIDEO • OUTDOOR

Writer

BACKGROUND
The Google Fiber network—Google's super fast Internet +TV—is being constructed in various cities across the US. The construction process is long and challenging, and Google needed a video to give consumers an idea of what to expect when Fiber comes to their neighborhood.

1. INTRODUCTORY VIDEO
Google requested that the video be compelling and entertaining without sugarcoating the realities of construction. In addition, since it's difficult and expensive to make changes with this type of animation, the client had to sign off on it step by step.

2. OUTDOOR
Outdoor and transit advertising announce the plans and invite residents to experience Fiber firsthand.

RESULTS
Google is installing Fiber in several American cities (Atlanta, Austin, Charlotte, Kansas City, Raleigh-Durham, Nashville, Salt Lake City, San Antonio) as well as investigating the feasibility of wireless high-speed Internet.

MARKETING VIDEOS • PRESENTATION VIDEOS • INTERNAL VIDEOS

Creative Director / Writer / Producer

BACKGROUND
The Zoo, Google and YouTube's internal agency, requests a variety of video and conceptual projects (see more under "YouTube") to make clients aware of the companies' advertising services and sponsorship opportunities.

1. CPG SEARCH VIDEO
Consumer Package Goods companies are big Google advertisers, and this video was used to reinforce how their ad dollars can affect Search results to catch a user's attention.

2. NIKE
For a meeting with Nike, Google wanted to emphasize how Search users can become more loyal to a brand based on the results they receive. This Search Story kicked off the presentation.

3. GOOGLE PRIDE
Footage from an international Google Pride event was turned into an inspiring sizzle for employees.

RESULTS
The CPG video was very popular within Google and opened the door for many more videos for both Google and YouTube. Worldwide brands of all kinds continue to use Google Search sponsored results, standard results and mapping in order to keep their products visible and encourage customer awareness and loyalty. Google also continues to host and promote events that encourage inclusion and equality within its offices and beyond.

INSTRUCTIONAL VIDEOS • YOUTUBE

Writer

BACKGROUND
GYBO (Get Your Business Online) is Google's effort to give small businesses greater Web presence. By adding information and photos, small businesses can give users of Google Maps and Google Search a clear idea of services, location, hours and more, offering potential customers all the information they need.  

1-3. VIDEO TUTORIALS
GYBO wanted show small businesses how easy it is to get their information on Google but didn't want to use traditional tutorials to do it. Three American businesses were chosen as Google success stories, and the owners of each helped set the stage for step-by-step lessons on how to use the service.

RESULTS
The new GYBO site launched November 2015 and these videos quickly received thousands of views. The first two videos, How To Verify A Business On Google and The Basics of Google My Business, have over one million YouTube views each. The GYBO team continues to rally more small businesses to use this free feature.

IDEATION • SOCIAL • UI DESIGN  • BANNER ADS • AUDIO ADS

Creative Director / Agency Project Director / Writer / Audio Producer

BACKGROUND
The Spotify platform offers advertisers opportunities to create unique, engaging user experiences in order to promote their brands.

1-20. CAMPAIGN CONCEPTS & UX DESIGN
Spotify is proactive, proposing complete, buildable UX concepts to advertisers. Before presentation each potential project must be concepted, designed, and deemed possible either within the Spotify platform or on a microsite. Working with Pomegranate, Spotify has sold many unique and successful advertising experiences such as for the Lexus F line ("How Will F Tempt You?") which included ad units with audio prompts that encouraged users to take a brief personality quiz to receive a free playlist based on one of four temptations. Spotify also creates opportunities for entertainment clients and film titles, and joined with Blue Moon Brewing Co. to sponsor a summer long series of intimate music events across the country, the Follow The Moon Tour.

RESULTS
Spotify continues to be the most successful free music platform known for engaging users and creating unique, well-curated playlists.

INSTRUCTIONAL VIDEOS • STORYTELLING

Script & Content Writer / Storyboard Creator

BACKGROUND
Google News Lab is an effort begun in 2015 to encourage journalists to use Google tools to enhance their stories and help them reach a wider audience. Santa Monica agency Enso hired me to write and help design videos that explain how these technologies work and make them more appealing to journalists

1-3. SAMPLE VIDEOS
The Google News Lab site offers dozens of step-by-step lessons and videos that explain how Google's visualization and distribution tools can make news stories more powerful. In addition to mastering these technologies to ensure that the lessons were accurate, all scenarios had to be created from scratch--no actual news stories, footage or existing YouTube channels could be used in order to avoid copyright issues.

1. "Using Google Earth Pro" walks journalists through the worthwhile (but somewhat tedious) process of creating a geographical video tour that can illustrate the "where" of their news story.

2. "How To Use YouTube To Expand Your Audience" uses existing footage and simulated YouTube channels to fabricate how a popular travel writer can use various techniques to gain more viewers.

3. "How To Publish On Google Play Newsstand" employs dozens of made-up headlines and publisher logos to explain the process of sharing a story.  

RESULTS
News Lab is a growing initiative from Google to help expose journalists to the many Google products that can give their stories more impact. 

TV / YOUTUBE / COMMERCIAL / 25 MILLION VIEWS / ASTER AWARD WINNER

Writer

BACKGROUND
I wrote this spot ("Jeans") for Sensis, a Washington, DC-based agency that counts the FDA as one of its clients. It is part of a 2016 campaign targeting rural teens and their traditional (and potentially deadly) use of chewing tobacco ("dip").

1. BROADCAST / WEB COMMERCIAL
"Jeans" uses the white ring that a consistently present tobacco tin leaves on a pair of jeans as a symbol of more permanent damage.

2-3. MEDIA COVERAGE
Clips of the spot were featured nationally on NBC News and Fox News stories about the FDA campaign and the dangers of smokeless tobacco.

RESULTS
The gentleman in the spot, Gruen von Behrens, was a motivational speaker on the subject and pushed the agency to shoot his footage before it was too late. He died within months of filming. The :30 spot has over 4 million YouTube views and the :15 over 21 million. The TV campaign won a 2017 Aster Award for Excellence in Healthcare Advertising.

STOP MOTION ANIMATION • VIDEO

Agency / Creative Director / Producer / Writer / Choreographer & Object Manipulator

BACKGROUND
A Los Angeles-based furniture studio that creates site-specific office environments, MASH was introducing their new MOD Series line of furniture for the home. MASH Studio's owner wanted an inexpensive video to demonstrate the versatility of the new shelving line that was to be featured at their New York Furniture Show booth. The video would also live on the company's website.

1. STOP MOTION ANIMATION
I wrote and choreographed this video which was shot by a Director friend using Dragonframe software.

2. PRESS
The furniture line and video were covered by the LA Times.

RESULT
MASH's MOD Series is now very popular, carried by Crate & Barrel, Smart Furniture and other high-end retailers. The company recently moved to new headquarters and a large showroom in Los Angeles.

SIZZLE REELS • SALES VIDEOS • UI DESIGN • LIVESTREAM • MOBILE

Creative Director / Writer / Producer / Agency Project Director

BACKGROUND
YouTube offers a variety of channels, series, and livestream events that are available for sponsorship. The content network also proposes and builds custom channels for current and potential advertisers.

1. SPONSORSHIP VIDEO
YouTube needed an impactful video to make clients aware of sponsorship opportunities. The sheer number of available programs made the project unwieldy, so we proposed that the viewer travel through a "wormhole" featuring an organized selection of popular programs pulled from the infinite content lining the walls.

2. BEST OF YOUTUBE VIDEO
A sizzle reel highlighting the best YouTube programs of the year.

3. AMERICAN EXPRESS UNSTAGED / OTHER LIVESTREAM VIDEOS
Recapping and demonstrating he UX/UI of special events to help secure future sponsorships—everything from the American Express Unstaged series that featured Jack White (shown here), Usher, Coldplay and The Killers to music festivals such as Lollapalooza, Coachella and Bonnaroo.

4-19. CHANNEL DESIGNS
A large part of YouTube's sales strategy is the creation of custom channels for large brands, from retail chains (like Target Canada, hence "neighbour") to movie titles to tie-ins with music or sporting events like the Olympics and World Cup.

RESULTS
Through our relationship with YouTube, Pomegranate has produced dozens of videos for company use and has designed over 1000 potential customized channels, helping to determine their look and function so they can be easily developed when sold. YouTube, of course, dominates the video content arena, and a YouTube presence is a must-have for brands hoping to engage and retain customers and reinforce their image.

MOVIE TRAILER

Creative Director / Writer / Producer

BACKGROUND
Blue Collar Productions is a Hollywood advertising, marketing and production company that wanted to expand its services within the film industry.

1. "THE RING" TRAILER
To demonstrate the agency's trailer-producing capabilities, spec trailers for existing, previously released films would be created to serve as examples. I was hired to write and produce this trailer for "The Ring".

RESULT
This trailer was used in multiple presentations and pitches, and today Blue Collar is a respected leader of film and television marketing content and materials.

TV COMMERCIALS • PROMOS • PSA • PRINT

Creative Director / Associate Creative Director / Writer

BACKGROUND
QVC (Quality, Value, Convenience) is a world leader in televised shopping and E-commerce. It broadcasts in six countries and is the second largest network (in terms of revenue) in the United States.

1-2. LIVE FROM BEVERLY HILLS / LIVE ON FIFTH
Televised shopping had a less than stellar reputation and was seen as offering inferior merchandise as compared to traditional retail. QVC's goal was to exceed customer expectations—including with its advertising and events—and attract recognized, reputable brands. Programs like Live From Beverly Hills and Live on Fifth (Promos at right, Videos 1&2, including a pool scene shot at the iconic 1963 John Lautner house) and Live From Michigan Ave (not shown) helped the network forge relationships with big name brands.

3. BRANDING COMMERCIAL
Part of a popular TV campaign to use QVC employees (not hosts) to reinforce the company's "across the backyard fence" spirit.

4-5. TUNE-IN PROMOS
Tie-ins with Dell and NASCAR helped the company flourish.

6-8. BREAST CANCER CELEBRITY PROMOS
QVC'S annual Shoes on Sale event with the Fashion Footwear Association of New York attracts famous faces and has raised over $40 million for breast cancer research.

9-14. PRINT
Tasteful print ads featuring popular and proprietary brands in brochures and publications like Vogue and The New York TImes also helped lift the company's reputation.

RESULTS
As an in-house advertising Creative Director, I helped the network "find" its brand and experience its largest and longest period of growth, from $1.5 to $7 billion in annual sales, forging relationships with thousands of respected product lines.

CORPORATE VIDEOS • ANIMATION

Creative Director / Writer / Producer

BACKGROUND
Booz & Company had downsized and was then purchased by PricewaterhouseCoopers (PwC), which renamed it Strategy&Digital, then simply Strategy&. Several videos were needed for major upcoming events and the company had lost much of its production staff.

1. SIZZLE VIDEO
The agency used this video to open a meeting with Coca Cola. It was then used for other presentations and lived on the agency's new website.

2. EVENT VIDEO
This was created for the agency's presentation at the World Health Care Congress (WHCC), an annual event in Washington DC.

RESULTS
These videos helped make each presentation a success, and Strategy& is a respected agency of strategists and creatives that helps many of today's leading organizations solve problems and capture opportunities.

DEMONSTRATIONS & TUTORIALS

Examples utilizing varying levels of detail, including:

1. GOOGLE: A step-by-step tutorial for getting your business listed. (Copywriter)

2. CORNERSTONE: A description of their Growth Edition software that uses of mix of office scenes and UI captures. (Creative Director / Copywriter / Producer)

3. GOOGLE FIBER: An animated “what to expect” video for residential installation of this fiber optic TV and internet service. (Copywriter)

4. YOUTUBE: A look at the functionality of an “American Express Unstaged” live concert. (Creative Director / Copywriter)

5. MASH STUDIOS: Stop-motion animation that demonstrates the versatility of their LAX Series console. (Creative Director / Copywriter / Sequence / Producer)

VOICEOVER • THE ONION • COMEDY

I was hired by the satirical publication The Onion to voice this tourism video about Salt Lake City. It received thousands of views on The Onion site as well as over 70,000 views on YouTube.

Voiceover

INTERVIEW • PRESS JUNKET • GET SMART • STEVE CARELL • ANNE HATHAWAY • DWAYNE JOHNSON • WARNER BROS. 

Interviewing the cast of Get Smart at a Beverly Hills press junket.

Interviewer

BLOG • ARTICLES • JOURNALISM • STORIES • POMEGANDA

Various examples of longer-form writing including posts for the Pomegranate agency's online blog, articles for Autism Spectrum Therapies (a California-based provider of services to children with autism) and a feature about live television.