Scott Murray Creative

It was an honor to create three films for the NHL about the 125th anniversary of the most iconic trophy in all of sports: The Stanley Cup.

My favorite was the activation we created combining virtual reality with human emotion to deliver a brand story that couldn't be made up. (I loved the two broadcast films as well...call me old-fashioned.)

We were lucky enough to spend two full days with The Cup - one for filming the broadcast work and another for the activation and it was an experience I'll never forget.

I will keep this short for now - we just returned from Prague where we launched a Global brand for this incredible start-up at Devcon 2018. There is a great story to tell and I can’t wait to share more of it, but for now…4 films, 15 cities on 5 continents, OOH, building projections, full-page ads in the WSJ/NY Times, Financial Times, a Prague-takeover, a live hologram who MC’d our launch keynote event, with 1500 people in attendance live in Prague on Nov 1…it’s been epic. Stay tuned for more.

There’s no arguing - the Las Vegas brand is one of the most iconic in the world, so when the opportunity to help lead its reinvention was presented to me, it was one of the great honors and challenges of my career.

“What Happens Here Stays Here” needs no introduction, but in 2018 - where diversity and inclusion and empowerment are not just celebrated but demanded - the notion of “adult freedom” needed to be evolved.

Las Vegas gets far too little credit for the empowering experiences it has to offer that go far beyond the party and gaming scene. With these films, that will no longer be the case.

This campaign included a full publishing strategy beyond the films themselves - with everything from Snap teasers to YouTube bumpers to cinemagraphs to broadcast spots and destination articles and - it should be mentioned - 18,000 organic posts and 24 million impressions in the first week of their release.

Moreover, the sentiment has been about 50 percent emotion-evoking, 50 percent general approval and 1 percent neutral or negative - virtually unheard of for a campaign including such polarizing social issues.

Avnet is a Fortune 100 company with a very complicated story to tell, because they don’t actually MAKE anything. But they do work with almost 80 of the top technology companies in the word to help bring their products to market. So we simplified the story - they help change the world. We started with a global brand launch to tell their story of "guiding today’s ideas into tomorrow’s technology,” but for me the more interesting challenge was the series of “mini-docs” we created to help tell the story of what they really do.

We created a series of 3 minute "mini-docs" called "This is Further." The films illustrate the impact Avnet has on the world through documenting their critical role in bringing world-changing technology to market.

We rounded out the launch with a social campaign and rich media that drove consumers to the stories, as well as combining 31 global websites into one unified brand presence.

It was an honor to work with Guinness and The Leary Firefighter Foundation to create this work driving awareness and donations for first-responders everywhere.

Love them or hate them, PETA is one of the bravest brands around. Their brief for this work was "do something honest, smart, gutsy, and that might get us sued."

Challenge accepted, along with a slew of awards and millions upon millions of dollars worth of media coverage. The spot "Sex Talk" alone ran in it's entirety on no less than 5 national cable news shows, as part of interview segments with Peta spokespeople that averaged 3-4 minutes per segment. Hey - it even pissed off Bill O' Reilly - that's a win in my book...

I don't always agree with everything they do, but here I thought the work was really on-point and could not avoid being a conversation-starter, no matter which side of the issue you came down on.

We were asked to rename, rebrand and relaunch one of Mexico's largest luxury resort brands for the US audience.

In addition to a launch film, we decided to commission four original mexican-inspired "background patterns" representing each of the four travel experiences available: luxury, adventure, family, and culture. Enhancing our photography to a dreamlike quality, the brand now has an iconic and ownable look in every medium.

With the WD brand now out in the world, it was time for their first global product launch: a personal cloud device. 

Instead of taking on competing products, we decided to take on the cloud itself - creating a striking visual metaphor, an emotional payoff and a new category all at once.

Sales surpassed projections by 42%, allowing WD to virtually own the category.

Almost everyone who visits - and we talked to a lot of people - this amazing property says something along these lines - "you can't describe the view - you just have to experience it." Or "I can't put it into words, it's just a feeling it gives me I can't get anywhere else." Or "when I try to tell people about it, I don't do it justice."

And since you see the view from everywhere on the property...we decided to make a "campaign" about it.

I won't lie - it's been a career highlight to work on this iconic brand, including a couple of spots we shot recently with Mr. Frank Todaro - also a career highlight.

Say what you want about CPG - but I like making work that moves product. And this campaign moved a whole lot of cat food.  

We created multiple "personalities" for different types of cats, which then allowed consumers to engage with the brand, identify their own cat's personality type and share it with the world.

Well, the world of cat weirdos, anyway. It was the most succesful campaign in the brand's history - yes more successful than the Meow Mix jingle. (You're welcome.)

It was an honor to help reinvent the longest-running PSA campaign of all time. Working with AdCouncil was one of the most challenging and rewarding experiences of my career.