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...

Some Work

Call of Duty

Creative Director - Social


Riot Games

Global Principal Creative Dir.

Heineken/James Bond

Creative Lead

Levi's

Copywriter

down arrow glyph icon

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


05

Nevercake - What is League?

Youtube animator Nevercake made some of the best and most effective advertising I've had the pleasure of working on. Pure genius.

06

hyun's dojo makes a league ad

You're going to love it.

07

Nevercake - tired of baby games?

Effective, and laugh out loud funny. Great combo.

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.

live events

03

launch event for riot/netflix animated series - arcane

Launched as a part of Riot's very first cross-product activation in service of the new animated series, Arcane. The region of Runeterra called Zaun was brought to life during the premiere in partnership with Secret Cinema.

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

Kevin Garnett

The funniest famous guy I've ever worked with. He set the tone for Beats commercials for years. I love this ad, and the team we made it with.

Beats by Dre

Colin Kaepernick

A young quarterback, new in the scene, I remember how strange this whole thing was for him. Running take after take in simulated rain with people angrily screaming at him. Seahawks fans hated their portrayal here.

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.

Coca-Cola

Sitelets


Interactive fun for W+K and Coke.

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.

Levi's

Custom stitched with the gold denim thread as a binding, the whole thing was tied into a massive Bread and Butter live event activation. Another team at WK blew up concrete in the shape of their faces.

sERENA WILLIAMS IS BADASS

Thanks.

That's all for now

Contact dan maxwell

moreaumaxwell@gmail.com