Calling all Heroes

Convention was the single most important event of the year for ZamZuu, and in 2011 we brought the “Dream Stealers” to life. The theme was “Calling All Heroes,” and the Time Burglar, Shadow of Doubt, Dr. Excuse, and Taboo shared a rich backstory riddled with familiarity for all convention attendees. They made there way into a marketing campaign prior to the event, materials and banners during the event, and ushered in a brand new chapter during kickoff.

This particular project represented a unique challenge. Under my direction, my team and I worked on character creation, crafting the perfect look while maintaining a sense of whimsy for the convention attendees. Once completed, our characters graced event banners, a convention program, awards, and within video introductions to each general session.

The Campaign

Print

Signage, brochures, banners, and shirts, we covered it all!

Video

Video ready assets to drive the experience!

Event

2011 YTB International Convention with over 3,000 attendees!

Web

Web banners, registration pages, and email content!

The Hats I Wore

  • Creative Director

    From conception to completion, I directed, managed, and engaged in a hands-on role with stakeholders and our creative team.

  • Brand Desiger

    From experience to interaction and statement; I partnered with stakeholders and cross-departmental staff to create an effective brand.

  • Strategic Planner

    Proactively created, managed, and organized tactical actions throughout the campaign to ensure strategic success.

  • Project Liaison

    Worked diligently with upper-management and cross-departmental staff, I effectively communicated all facets of this campaign.

  • Concept Artist

    Partnered with staff on all levels to conceptualize and communicate many ideas throughout the campaign.

  • Experience Architect

    The key to this campaign was a deeply connected experience. From character familiarization to collateral retail goods, we did just that.

The Dream Stealers

Doctor Excuse

Taboo

Time Burglar

Shadow of Doubt

This was a successful campaign for YTB. The characters we created provided a fun environment for the 3,000 plus convention attendees, we sold t-shirts displaying the theme, as well as, offered photo opportunities for custom frames, and convention attendees.

Collateral