My name is Tristan Fitzgerald. I'm an integrated creative and copywriter with a digital pedigree. I like to keep things simple, so I've put together a one page folio. I hope you enjoy these examples of my work.
IFC global ups and downs
What I did: concept, storyboard, art direction, copywriting, negotiating use of song with record company!
This piece of out-of-hours work was the curtain-raiser to a gathering of non-profit organisations in Amsterdam. The concept is that landscape rises and falls according to the global statistics in the narrative. The striking look and feel was inspired by 70s African funk posters.
Skype
What I did: ideas, creative direction
I'm really proud that we won the global Skype pitch against strong competition. The brief was to promote Skype video messaging to consumers AND Business worldwide. Our idea was that Skype is where intimacy and distance meet, so our campaign was all about 'showing your love' for the people in your life and the job you do.
Electrolux IronAid pitch
What I did: ideas, copywriting
I came up with a lot of ambient and PR ideas for this pitch, but this is my favourite. A lovely simple digital outdoor piece that demonstrates the ability of the dryer to clean and 'refresh' your clothes. Virtual steam rises within the ad space, 'purifying' the virtual urban grime and revealing the message.
Frosty Factory
What I did: idea, copywriting, information architecture
Instead of RAPP sending out a Christmas card to clients this year, I suggested we raise money for UNICEF by sending personalised interactive snowmen and encouraging our clients to do the same, with a $1 donated for every one created. Without any promotion, 2,500 'frosties' were built and sent to over 10,000 people.
Eurostar pitch
What I did: ideas, copywriting, information architecture
The pitch was to transform Eurostar's CRM and online communications up to 2012. This was my first pitch at RAPP and I'm happy to say we won it, due to polished, sophisticated creative copy and design.
T-Mobile 'minutes' campaign
What I did: ideas, copywriting
I had to translate the ATL campaign idea of searching for more minutes into an idea that would work in ad formats with 30k file size. The simplified graphics of airline safety cards seemed the perfect solution.
Toshiba Home of HD
What I did: ideas, copywriting, information architecture
Unlike HD-DVD itself, this pan-European campaign to launch the format was a massive hit. Consisting of rich media ads and a highly interactive site, it generated 145,000 visitors in its first week.
Barclays Scottish Open
What I did: ideas, copywriting
I know nothing about golf, quite frankly, so it was a challenge to write this site for Barclays. The campaign hook is the natural beauty of the Loch Lomond course, so we made the landscape the star of the design and copy.
Visa digital outdoor at the O2
What I did: ideas, storyboards, copywriting
Visa are a partner of the O2 and wanted to communicate their new 'flow' brand idea in the context of the world's best music venue. I thought that the best way to visualise how music flows is through soundwaves. The soundwaves, animated in 3D on digital billboards inside and outside the O2, become more pronounced the closer you get to the music.
Peperami Firestick Too Hot for TV campaign
What I did: ideas, copywriting
To launch the chilli-fuelled Peperami Firestick among young males, we developed some ultraviolent viral footage and gave it a home in hell's cinema. Over 100,000 visitors came and 20,000 Firesticks were given away in just 10 days. Plus, we won a bronze Cannes Lion.
Dr. Martens FREEDM social networking site
What I did: information architecture, content strategy,copywriting
This was a creative community for cool Hoxton types, but bad usability put off new members. In the month after we re-engineered, redesigned and rewrote the site, the community grew 23% faster.
T-Mobile Flext online campaign
What I did: ideas, storyboards, creative direction, copywriting
This was the online extension of the ATL campaign, where people can't help talking about Flext. Let's call it Flext Tourettes. I thought the best way to capture this in banners was to use the medium through which people talk online - instant messaging.
Nike ID email campaign
What I did: ideas, storyboards, copywriting
Nike wanted to use email to push ID, its online trainer-builder service, to European teenagers in time for Christmas. As kids get anxious about presents chosen by their parents, the message was obvious: make sure you know what you're getting for Christmas - design it yourself!
Visa Beijing online campaign
What I did: ideas, storyboards, creative direction, copywriting
Visa is a sponsor of the Olympic Games and launched a promotional prize draw across Europe, with a trip to Beijing 2008 up for grabs. As all you have to do to enter is use your Visa card, the idea revolves around going to Beijing the easy way while athletes train hard to get there.
Xbox Live aliens viral movies and website
What I did: ideas, storyboards, creative direction, scripts, copywriting
We created the aliens as a flexible viral vehicle to promote Xbox Live, using them in movies, trading cards, websites and on Xbox Live as guest gamers. As they were being used across Europe, we gave them their own language to avoid costly voiceover translation!
3M shoes promotion
What I did: ideas, storyboards, creative direction, copywriting
Every year 3M aim a sales promotion at office managers. This year a glamorous shoe-shopping trip to New York and shoe voucher giveaway were chosen for this mainly female audience. I used the classic 'I love NY' motif and a cheeky pun in the ads. The clean design also communicated the promotion clearly and simply on the homepage. Over 45,000 people entered in the first month alone.
Perfect Dark Zero interactive game
What I did: ideas, storyboards, copywriting
We created this rich puzzle adventure for Perfect Dark Zero, the Xbox 360 launch game. The experience combined movies and Flash as you broke into an evil corporate HQ to raid their safe. Fail to guess the correct combination within the time and the guards came to get you. Over 200,000 gamers played in 2 months.
Axe Germany Project Dancefloor
What I did: ideas, storyboards, copywriting
This website, hosted by sexy interactive video-captured female judges, acted as a kind of 'X Factor' ('Axe factor' maybe?) for German male club dancers. They uploaded videos of their moves, which were put up for the vote, in order to get into the televised live final.
Visa PayWave London Launch
What I did: ideas, creative direction, video direction, scriptwriting, copywriting
We took a potentially dull financial product and had loads of fun with it, producing a category-challenging campaign that combined digital outdoor, viral video, online ads and a highly interactive website. The site results alone were great: 27,000 visitors in the first week, an average dwell time of 2 minutes 35 seconds and 8.7 pages viewed per visit.
Virgin Atlantic Fitness Flyer
What I did: ideas, IA, copywriting
Cast your minds back to 2005, ladies and gentlemen, to a time before Nike + and podcast saturation. You will then see that this personalised fitness podcast loyalty programme was really rather cutting edge. Shame Virgin never actually bought it!
Microsoft
What I did: ideas, creative direction, IA, brand guardianship, scriptwriting, copywriting
I worked with Microsoft for 4 years, on and off, creating everything from big product site builds to online advertising and interactive demos. While I led the account, I also produced cross-agency copy guidelines to humanise the way Microsoft communicated.
Visa online security
What I did: ideas, creative direction, copywriting
One of the biggest benefits of buying online with Visa is the purchase protection if your stuff is lost or damaged. We dramatised this with a series of beautifully animated 'disaster' scenarios and got a whopping 0.23% clickthrough, well above a standard of 0.01% for the finance category.
Copyright 2008 Tristan Fitzgerald. All rights reserved.