Dan Maxwell
CREATIVE - ANIMATION SUPERVISION - GAME CAPTURE DIRECTOR
REEL
Contact me
moreaumaxwell@gmail.com
Who I am
For many years, I worked as a Creative, then a Creative Director, and then as a manager of Creative Directors.
I'm a gamer. I was born in rural Michigan, and I miss the sound of the wind blowing through maple trees. I went to art school in San Francisco, and rode a cool bike. Then I worked in Amsterdam for about 3 years, and rode an old bike. Now I live in Los Angeles and rode an electric bike until it got stolen...
Social and Digital
Uknown Caller: MW3 Game Launch
For the launch of Modern Warfare III, we built a new channel for COD: SMS. Players found a mysterious number to call and text...Influencers got a package from a gulag containing pieces of a burner phone. Then players and influencers started receiving orders from an Unknown Caller...
Influencer and Tastemaker Content
Riot
Games
Global Principal Creative Director,
Marketing and cross product moments
TV and Video
01
Just one more
2019, The true story of the 5 friends who went on the longest losing streak of the season. Via data analysis we found these guys, animated them, memorialized their epic string of losses.
02
Doublelift
2019, Most popular NA esports pro, paired with the soundtrack to the most popular anime amongst our target
03
Gordon Heyward/never surrender
2019, OTT, cued in by the NBA announcers, this animated ad ran twice the night Gordon Hayward returned from breaking his leg. Music licensed directly from popular Japanese anime.
04
a new journey
2019, Had the incredible opportunity to work with Anime legend Shingo Yamashita of Naruto fame to develop an original animation and song
fan community ads
01
community creative Rich media
All of our new player conversion advertising was created by fan artists with a loose prompt. We saw the best ROI on this work overall and it changed the way we made marketing assets.
live events
01
the LOL 10 year celebration
With over 100 million players, League's global 10 year celebration needed to be massive. We designed a 5 hour live show watched by millions, and finished by revealing 5 new games and an animated series. Huge success.
02
pax east
Live streamer-led activation and fan meet up in Boston at PAX. Thousands of custom gamer tag shirts were made and distributed to very happy fans.
if you build it with heart, people will notice and share
Event values
• Fans come first
• Give people something to do (a mission or quest)
• Make it memorable
• Make it easy to share
Beats
by Dre
Creative Lead
After leaving Amsterdam and moving to LA, I was asked to be a part of opening R/GA LA, and servicing the client, Beats by Dre, as they launched their brand new headphones.
projects from 2012 ⎼ 2014
Beats by Dre
Richard Sherman
After we were informed that the state of Washington had boycotted Beats for their portrayal in the Kap commercial, we were told to fix it. Richard Sherman, the Seattle cornerback was available on Sunday, and so we pitched an idea Thursday, did prepro Saturday and were shooting Sunday evening in the USC locker rooms. The ad aired during the NFC championship game on Monday. Such was the speed of Beats, the speed of culture.
Beats by Dre
Cesc
Fabregas
The glaring gap in our global sports strategy was soccer, and so we got a script together, selected a director (The amazing Max Malkin who nearly died of pnumonia on this shoot and would scream "MY CAREER IS OVER" when a shot would go wrong) and went to Spain to make a riot on camera. CRAZY shoot. All nighter. Lots of fun.
Beats by Dre
Converting on Moments
01
This campaign was the launch of the now ubiquitous Studio Wireless headphones.
02
We were ready with each media moment we created, to convert sales online, by leveraging aggressive buys coinciding with viral ads
Digital assets prepped in every size and shape, every language, remade and repackaged with a smart toolkit
Heineken
James Bond
After many rounds and months, my script 'The Express' was chosen by Heineken and the Broccoli family. We built a luxury train, car by car, in a soundstage in London, and shot a really expensive commercial with Daniel Craig.
Full 360
But it wasn't just a commercial, the campaign was part of a nearly 200 million euro global media buy. The James Bond/Heineken partnership is huge. There were extensions on extensions, with local ad agencies all over the world activating on the concept of worldly people using their wits to open briefcases placed conspicuously in airports and train stations in over 40 countries, including a full digital experience in which you have to search the train for clues to Crack the Case.
Millions participated.
Levi's
Creative
My partner and I were expanding on the Now Is Our Time campaign and designed a magazine celebrating the people in Berlin that were making the city an amazing place to be. We took over the old deutschmark mint, and turned it into a screen printing workshop open to everyone, and then threw a huge party.
Thanks.
That's all for now
Contact dan maxwell
moreaumaxwell@gmail.com