Personally augmenting the concept from a basic social campaign into a Super Bowl promotion and brand-defining experience, I was the Creative Lead on this ambitious, first-of-its-kind project.
I wrote and pitched the project, oversaw film production, and was creative oversight for the web and integration development. The highest budget digital execution ever undertaken by USAA, the campaign generated over 50k shared videos and 10 million impressions garnering press and social media praise and was a finalist in the Webbys and OMMAs.
Role: Motion Director & Producer
Agency: Publicis Sapient
Production Partner: Tool of NA
A partnership between the NFL and USAA, Salute to Service was a generative video experience in which a user enters the name, rank, and address of themselves, a friend, or a loved one to create and deliver a custom tribute video.
In the video’s story, voice-over states the recipient’s rank and, leveraging a partnership with Google Earth and Google Streetview, shows a formation of jets flying to and then over their house, before closing with a custom animated end card. The social-media-ready, shareable video would then automatically be sent to the recipient on Facebook or through E-mail.
The project consisted of:
⇢ Scripting and shooting the film
⇢ Developing the site experience & social media integration
⇢ A custom automation back-end to handle:
↳ Accessing Google Streetview and Google Earth API
↳ Voice synthesis
↳ Compositing and rendering the video
↳ Hosting and delivering the files
⇢ Social & e-mail notification/sharing system
Project Case Study and Awards Reel I created (After Effects, Premiere, Sound Design)
Magic LeapUser Experience Design
ApolloMotion Language System
Patrón TequilaBrand Anthem
Cognitive ScaleDesign Story
Magic Leap, Kinetic TypeBrand Identity
Sirius XMVision Exploration
Under ArmourMotion Design
VRBO x FödaIdentity
Patrón Cocktail LabProduct Video
Finger on the Pulse NYCIllustration
Larkin Lane FilmsBrand Identity
Canvas by DellDocumentary Series
© 2024 Luther Himes IV