Dave Muraca

The space was designed to showcase YouTube original content and event programming brought fans up close to celebrities, creators and legends. Fans subscribed for content in droves. 

One of our challenges was to increase subscriptions to YouTube original programs so we were thrilled when fans waited in queues to join the many channels represented in the YouTube Fan Lounge.

Pop culture icons Mark Hamill and Stan Lee came together to announce their joint channel, Stan Lee’s World of Heroes.

Chris Hardwick, from The Nerdist and Talking Dead, stopped by to discuss his new channel and introduce new content. 

Felicia Day, of Geek and Sundry and The Guild, helped increase views and subscriptions, which increased by over 19% at the conclusion of the event.

Finally, after decades of creating the world’s most recognizable superheroes, Stan Lee gets his own action figure.

Our more tech-savvy guests fully embraced QR codes that instantly subscribed them to their favorite shows.

Fans register and begin their experience.

The T.O.C. was designed to be a multipurpose area used for gaming events and a community space.

The G.B.L. was a custom-built interactive that featured Army bases around the world. It showcased base amenities like movie theaters, golf courses, gyms and housing.

Not every soldier wears boots. The Career Navigator was the essential interactive component for the AEC in that it sought to dispel the myth that soldiers train only for combat. 

The AEC Gaming Zone was designed to embrace gamer culture and institute community. We worked closely with Alienware to build state-of-the-art gaming rigs to go with the Xbox and PlayStation consoles. 

To introduce guests to the kinetic nature of the Army, we fabricated, programmed and deployed three separate simulators—Black Hawk, Humvee and Apache.

The Humvee simulator provided a visceral experience that took guests along for a ride on a support mission. With choppers in the sky providing air support, the Humvee rumbled through explosions and obstacles en route to an embattled village in need of supplies. 

The Army's biggest obstacle was to overcome the stigma that soldiers go to bootcamp then are deployed directly to war. Our objective was to dispel that myth by talking about careers in the Army and the good that can come from them. 

The Summit brings together business leaders and top influencers to collaborate, engage and share insights on how to successfully transform businesses to better compete in a fast-paced, interconnected world.

To illustrate AT&T connectedness, we designed and built a model Smart City, complete with a hospital, stadium, shipping port and more. In total, there were 300 acrylic pieces built onto a turntable that rotated the structure. Eight companies came together to provide a major wow factor for all attendees. 

Surrounding the Smart City table were four large transparent OLED screens. As the table rotated, the screens displayed a product story and how it relates to a connected world. 

The LED wall spanned the length of the AT&T Pavilion. At 120' wide x 12' high, the curved space consisted of 402 tiles and 16 million pixels.

To create a celebrity-style experience for the ladies of Los Angeles, we needed a location that said "Hollywood." The El Rey Theater was the perfect venue.

And we brought Los Angeles’ top makeup artists to apply the products, offer professional tips and of course, capture the magic.

Fashionista Bai Ling stopped by to learn to a thing or two about applying makeup.

The popular band Chairlift was on hand to provide the music for a room full of confident, strong and dazzling ladies from Los Angeles.

CoStar Group, a worldwide commercial real estate company, owns and operates several real estate sites including apartments.com and landsofamerica.com. To help the company crystalize its array of offerings, we developed an interactive experience that introduced attendees to everything CoStar has to offer, from apartment listings and available restaurants to commercial buildings and farms.

Attendees were asked to select the events of their day as they moved through a fictional city—what they would eat for breakfast, where they worked, what they ate for dinner—and the program walked them through the city, highlighting the structures along the way. Dedicated buildings such as restaurants changed depending on the answers provided, e.g., French or Italian. The sides of the footprint were utilized for messaging, which changed to match the point in the journey.

PlayStation approached us to showcase their best-in-class virtual reality technology by allowing consumers to try it out for themselves.

We launched a national mall tour with two different footprints, 10’ x 20’ and 20’ x 20’ which resulted in 44,948 demos completed, 6.1 million impressions, and 64,719 engagements.

The Rivals Camp Series placed student athletes in one-on-one competitions to whittle down the field to the best.

More than a badge of honor, the invitation will go a long way in helping the students stand out to college scouts and administrators.

The camp brought together the best from every facet in high school football; athletes, coaches, scouts, position experts and gear. At camp’s end, Rivals and Under Armour not only gained a stellar amount of awareness and good will but a new legion of supremely talented brand ambassadors, boys who will grow to be men in the NCAA.

Juniper Networks wanted to showcase their Connected Security technology at the Black Hat Cyber Security Conference.

The company sought to draw attention with a visually stunning video wall while appealing to the old-school gamer in the audience.

While at Impact XM, we partnered with Under Armour to design and execute a series of holistic activities, promoting health, competition, and innovation.

These pop-up events were held across North America and featured competitive athletic activities, a live DJ, and a video area for youth commitment (I Will) video testimonials.

The first rivalry featured an AFC tilt between the Patriots and Dolphins.

The extensive collection of the NFL women’s fashion on the website proved to be a massive challenge for fans to navigate. Our solution was to simplify the retail section and incorporate an image-driven navigation area.

The culmination of the campaign resulted in 18 weeks of "rivalry fashions" and an increase in sales, unique visits and time spent browsing.

"The importance of high school football in Texas is, you play football on Friday night and you go to church on Sundays." — Head Coach Joey McGuire, Cedar Hill High School

I used to spend hours playing Warcraft, the real-time strategy game, and I nearly jumped for joy when I was asked to work on the worldwide launch of World of Warcraft. 

Soon after launch, my character, Tanketh, was strolling along the streets of Stormwind and chatting away with a few members of my guild when somebody mentioned that "Awesome World of Warcraft ad." The conversation spilled into the general chat space, and I was amazed at how many people loved it.

The programmers for America's Army video game are not coders in the general sense. They are experienced soldiers who happen to program. That is the insight that provided the direction for this spot. 

How do you cut through the noise of E3? Simple, you host an event prior to the main attraction, one that gives early birds a place to gather and marvel at a brand's coming lineup. It doesn't hurt to have Hideo Kojima live.

The success of the America's Army video game prompted Ubisoft to partner with the Army to develop a version of its own. The footage in the spot is of real soldiers in actual combat and training situations. 

LucasArts hired us to develop an integrated campaign for Star Wars: Knights of the Old Republic. The USP for the game is that your character and NPCs are affected by your choices, which determine your allegiance to the Force. 

The website was designed to track choices, which were reflected in the artwork. 

Continue down the path to the light side and the site reacted accordingly. 

A dynamic banner ad captured the same dynamism—move the mouse to the Sith and the screen, and characters took on the appearance of the dark side. 

The centerfold print ad presented mirror images of the Force. 

It's true, there was a movement to regulate video games like firearms and narcotics. 

EA Mobile wanted a fun video for their American Idol mobile game. And we delivered with an album swap device. 

My first national print ad. 

ZICO asked Ignited to grow their market share in the coconut water category. We employed a holistic marketing campaign that began with a simple mantra—Naturally Powered.

ZICO and Ignited worked with NBA superstar Kevin Garnett to spearhead the Naturally Powered Pledge. Users posted their pledge, and KG sent them a personalized video extolling their choice to live a Naturally Powered life.

With 316 activation days, we enticed athletes at every level to try ZICO more than 700,000 times. In all, the experiential campaign alone garnered 4,309,161 impressions.

It's a fact: VAIO computers cost twice as much as their competitors in Latin America. Our approach was to create an integrated campaign to overcome this significant hurdle in an area where the vast majority of people do not have disposable income. We sought to connect with young affluent people by embracing the fun and spontaneity exemplified by the playful line of colored notebooks.

To convey the vibrant colors of the FJ notebooks, we developed a print ad that showed them as dripping with creativity.

Similar to the print ads, we created dripping billboards in subways.

Billboards were used to sustain the campaign’s buzz and keep the messaging top-of-mind.

Consumers came to view the notebooks as instruments of creativity, so we furthered that belief by placing color swatches in the form of FJs in upscale architectural and design magazines.

The VAIO FJ campaign was a major success, and brick-and-mortar stores were benefitting from the halo effect. To capitalize, we created an in-window poster that served as a beacon announcing that FJs were available. The result? Retailers reported an uptick in affluent shoppers.

The pool in Playa Vista is is a major attractant to upwardly mobile young professionals so we made it the star of the first TV spot. 

"Do park signs in Playa Vista really say, 'Please walk on the grass'? Come see for yourself."

The billboards and print ads signaled a strategic shift in messaging. More tactical and informative, they began focusing on the amenities in Playa Vista.

"Has the pedometer really replaced the speedometer in Playa Vista? Come see for yourself."

"Have Playa Vista residents really forgotten the difference between a flathead and a Phillips? Come see for yourself."

Here we illustrate the benefits of buying a turnkey home instead of a fixer-upper.

"Do dogs in Playa Vista really rendezvous at the coffee shop? Come see for yourself."

With this print ad we extolled the benefits of living in a dog-friendly community, which is of major importance to people in Los Angeles.

"Is every weekend really a three-day weekend in Playa Vista? Come see for yourself."

Ignited hosted a monthly "Knowledge Share", which sought to bring employees into the mix of various departments. My partners and I took on the misperception that creatives spend their time goofing off and spun it on its head by goofing off.