Jamie Attfield - CREATIVE DIRECTOR

CLIENT ASK: PG&E came to us after being sued heavily for an inaccessible website experience. Our task was to create a simplified, task-oriented website the served the customer and cut down on call center traffic.

SOLUTION: Develop a template-driven digital solution the proved a simple way to interact with PG&E's service offerings. Also, ensure that the site adhere's to accessibility guidelines. 

EXECUTION: We conducted thorough UX Research to determine the best path forward. Once our pages were tested with a variety of users we then went on to develop the UI for the site. We created a 1000+ page, fully accessible WCAG 2.0 compliant website experience that everyone can access and use. 

INNOVATIONS: Fully accessible utility website. 

ROLES: UX Research, Creative Direction, WCAG Accessibility Expertise, Concept Development, Client presentations

CLIENT ASK: Vail came to us and tasked us with unifying their suite of brand sites, developing a template system that would be scalable and adaptable. 

SOLUTION: Our solution blended the unique traits of each brand site onto one seamless platform. We developed an atomic, responsive template approach, creating intricate components that could be adapted across all of their resorts.

EXECUTION: Our system was crafted to display each resort's individuality and uniqueness. The cascading angles of the components were designed to feel as if the user was on a slope going downhill, guiding them to the content below. Our system was recorded in a digital style-guide on Frontify.com that allowed our development teams and content creators to swiftly update the site with fresh information, eliminating the need for costly additional redesign efforts. Vail's own internal teams also now had the flexibility to bring content to the site efficiently, greatly reducing previous frustrations.  The UX and language used also ensured that the content felt relevant to the customer, keeping them involved and centered in the experience.

INNOVATIONS:

- We reimagined their weather application experience, creating a widget that was permanently accessible from the top navigation. 

- WCAG 2.0 AA Compliant: A large part of the work was ensuring that the site met AA compliance for WCAG 2.0 Accessibility. 

ROLES: UX Design, Creative Direction, UI Design, Idea Generation, Client management/presentations

For Fenty Beauty, we created a world of time-released content that teased the newest product launch. Access to exclusive content and the ability to participate in the world of Fenty were the driving forces behind this concept. We innovated technically by gifting users with the ability to capture their own "glow" via their cell phone camera combined with Nix technology, allowing the capture of an accurate skin tone. The results of the social campaign were housed in a responsive website for the world to gather around.

RESPONSIBILITES
- Creative/Art Direction
- Strategy
- Design

CLIENT ASK: Redefine the audi.com presence and launch a series of new car models including the A6, A7 and A8. Bridge the gap between the on-line and dealership experience.

SOLUTION: Create a web experience that not only let's you explore the car and build it, but that let's you seamlessly bring your chosen model with you into the showroom via your mobile device. Also create a digital platform that let's you become one with your car, connecting to it via an innovative and intricate tablet experience.

EXECUTION: We placed the product front and center stage in the experience and placed the viewer in the drivers seat of the site. The car configurator and the brand experience ran in parallel, enticing the customer to switch to the configuration at any time. Once configured, the unique design was saved to a mobile device to begin negotiations with the dealership.

INNOVATION: Developed an iPad application that speaks directly with the car, displaying diagnostics, service intervals and media integration.

ROLE: Creative Direction, Art Direction, Concept Development, UX

CLIENT ASK: Pegasus Lodges is a remote surf destination for experienced surfers looking for perfect, mechanical waves. The client need was to bring that experience to a wider audience in a captivating way to encourage new customers to book. 

ASPIRATION: Generate worldwide public interest, and earn national and international awards through a revolutionary interactive video.Immerse the viewer in the unique Pegasus experience
• Make use of cutting-edge video, mobile and surf technology
• Offer a shareable way to augment your social presence
• Drive interest and traffic to your website

CONCEPT: To give a real sense of being on the surfboard, we attached 4K Go-Pro camera's to the board, allowing the viewer to get deep into the action. The 4K resolution was key to the success of this, creating a larger than life viewport and impeccable clarity and sharpness. 

EXECUTION: We created an never-been-seen-before, first person iPad experience. Using the tablet’s accelerometer and touchscreen, the viewer has the freedom to look around the scene – enhancing the realism and the visceral effects of the surfing experience.

During the experience, surprising interactions surface, activating an alternative view, ensuring that each wave felt unique. The property can also be viewed via drone footage. Users could navigate left or right down the lodge using the device's accelerometer. The result was a fully immersive experience that won awards and impressed the client immensely.

INNOVATIONS:

- Multi-camera use in a water environment

- Interactive 4K film via iPad 

AWARDS:

MOBILE EXCELLENCE AWARD For best Mobile Sports

ROLES: Creative/Art Direction, Concept, Storyboarding, Filming, Photography, Drone pilot, Interface Design 

CLIENT ASK: This was a purely pro-active project, designed to ruffle feathers and reinvigorate a long term trusted client. In order to be top-of-mind for senior brand managers and executive creative teams, we took the liberty of offering expanded ideas to support current Yahoo projects. 

SOLUTION: We focused on three main areas to partner with Yahoo on: Conferences and Events, 49ers Games at Levi's Stadium and Live Nation inspired events. 

EXECUTION: We developed several concepts all designed to have the maximum impact in their chosen area. We didn't just want to do web or mobile experiences, rather push our thinking into new and innovative ways to grab people attention. 

INNOVATIONS: 

- Real-time conference event interaction

- Facial Recognition Technology to create a one of a kind photo-booth experience

ROLES: Creative Direction, Idea Generation, Deck Preparation and Presentation 

CLIENT ASK:  

- Grow and retain subscribers
-  Increase brand love and demand
- Highlight the breadth and depth of Hulu’s library
- Develop the social community and elevate the brand storytelling
- Bring Hulu fans closer to the TV experience
- Embrace immersive experiences

SOLUTION: Hulu is about bringing people together. We wanted to give users the opportunity to engage with and also with each other. We wanted to show how Hulu is something you do, not just something to watch and ultimately invite everyone to "Come TV with Us".

EXECUTION: We created two wildly different concepts, one digital and one analogue experience.

The first idea, Infinite Hulu, utilized Hulu's vast library to encourage fans to socialize their unique content, cutting clips together to create an infinite trailer. 

The second concept, The Huluplex, we saw a way to turn Hulu into a social gathering point. Turning Hulu into a craze you actively share with your friends, and breaking out of the solitary experience. 

INNOVATIONS: Development of "Hulu Knew" button to translate web content into a custom Hulu library of related content.

ROLES: Creative Direction, Art Direction, Idea Generation, Client Pitch Presentation

Visa's "more people go with Visa" campaign highlighted the value and speed of Visa transactions vs. cash and checks. We proved this by facilitating people to "go" and do more through contextually relevant experiences, played out through a custom microsite. 

The microsite was a completely user-generated, combining unique statistics with images and videos from across the globe, hosted on Flickr account. Visa cardholders were encouraged to post photo's of each Visa transaction and post them to the Flickr group. The images were then imported to form the "go" that was seen on the microsite. The result was a beautifully realized data visualization experience. 

This campaign was shortlisted for a Cannes Cyber Lion among very stiff competition and written up in AdAge, describing the work as "Data Visualization is Reinventing Online Storytelling".

ROLES: Creative Direction, Art Direction, Idea Generation

The idea around Banana Republic's new Spring Line, was to leverage celebrities and a group of chosen insiders to share secrets about special places in your area.  We developed a site that evolved and updated in real time, showing of-the moment tips and insights being posted by key celebrities. We invited people to become part of the movement by becoming BR Insiders, furthering the richness of the experience.

ROLES: Creative Direction, Concept Generation, Creative Presentations

At AKQA we were proud our ability in getting the best new talent out there. They're hungry, fresh and ready to rock right out of the gate. But sometimes, their enthusiasm gets in the way of being professional about their work. In a mufti-disciplinary environment, there needs to be some semblance of structure. I was noticing a distinct lack of understanding with the new hires and practices were all over the place. I grabbed two other creative directors and set out to create a series of boot-camps for beginners. We held several classes and we saw a massive improvement in how the team developed and produced work. 

PLEASE NOTE: The contents of this are now outdated. Visuals to represent concept idea only.

ROLE: Creative Direction, Idea Generations, Class Instructor