Working at W+K, and the infamous directors, Smith and Folkes - the guys behind the Honda Grr Ad from Nexus, I was tasked to come up with something as unique and innovative as these ads for Honda. I had a simple idea, and after some time we had 'A World First' which allowed the user to capture characters straight from any TV screens (or any other screen) to an iPhone running the app - was born. 'Screen-Hopping' for the Honda Jazz was born.
The idea to use sound to connect the two screens worked on a theory with two fundamental insights - if Shazam can recognise any track and if we could use an iPhones accelerometer - could we turn this into a fun way to play with this incredible TV ad. After some initial tests and talks with various sound recognition companies, including Shazam and the company who built it.
Oversaw the whole production, design and build with Nexus in London and flying out to Gravity Mobile in San Francesco. We created a new format which involved a TVC with the same musical score throughout the various edits - 15, 30, 60 and a song recognition system which worked internally and never had to send anything to any outside servers. Embedding watermarks at the key moments the animated characters appeared, and the rest all followed.
The app was translated and used across eight different territories and also nominated for a Cyber Lion 2011, for Mobile Advertising.