Brine Join the Tribe Campaign

This week was quite exciting for me and my newly formed team here at the agency. We re-launched our client’s website (an incredible feat we pulled off in only 4 weeks from design to launch, but something I’ll talk about in another post) and we launched the digital arm of the new campaign “Join the Tribe”, which in essence is built around the idea of featuring tribal warrior masks built from new 2009 Brine lacrosse products.

Now I must admit that I personally wasn’t involved in conceptualizing the campaign, this was spearheaded by our traditional diversified team back before its digital counterpart (my team – digital diversified) was even officially formalized. And when the campaign arrived on our doorstep and our team had to come up with a way to complement the campaign digitally I still wasn’t involved much as I was committed to other duties (like a project for Ford and um yeah becoming a new dad!). It was pretty obvious that we needed to create an online experience that generated these tribal masks, of course the budget wasn’t quite there to carry out the grandiose idea we originally had, which was pretty damn impressive and involved face recognition to automatically build the tribal masks. So we went back to the drawing board (at which point I was now fully involved) and came up with a more slimmed down version of the application which allows the user to create the mask themselves from a palette of Brine equipment. Now I may be biased at this point, but aside from the initial wow factor that the face recognition technology would have provided, and yes it would be cool if the mask generated really represented the characteristics of your face, but the finished product we’ve come up with where you actually build the mask yourself is pretty damn fun to interact with, and perhaps even, considering the 8-18 year old age range the campaign targets, is a better suited end product. You can check it out here.

So it’s pretty fun to play around with, and I’m proud to be a part of it. You can generate a mask in 3 ways – remix (which gives you a base mask to work from), template (which gives you a stenciled background to work on top of, or just go ahead and start from a blank canvas, and this is after you’ve selected whether you’ll be created a male or female mask (which uses male or female equipment respectively). And once you’re in design mode you can pick the equipment by category (mirror mode can be handy for this), or pick by facial feature (which offers you a mesh of equipment pre created to look like eyes, mouth, nose, etc…).

And when you’re done you can download your mask in a whole bunch of standard sizes (iPhone, chat icon, game icon, screen saver, etc…) and save it to the gallery for all to see.

And of course no digital campaign would be complete without the ad banners to drive traffic to it.

The Tribal Masks app was developed by Honest who did an amazing job with an extremely tight deadline and I am looking forward to working with them again.