Hitachi G-Tech Sundance Campaign

G-Technology—high-end hard drives geared towards creative industry types—was going to the Sundance Film Festival and needed a presence. We teamed up with DJ/VJ Mike Relm and created a whole campaign to link creativity to G-Tech. The first step was creating the campaign hero—the collage below—that I made from elements of the creative media industry, as well as Relm’s signature glasses (and my actual hands).

We planned on having a small booth presence and a big event where Relm would perform at the Tweet House during the festival. So to create buzz, we utilized all G-Tech’s social outlets to get the word out, skinning them all with visual elements from the campaign.

Their Twitter page got a new look.

Their Facebook page got a new voice.

Their corporate site led a banner campaign, followed by other relevant movie blogs, as well as email blasts.

All videos, interviews, etc. we shot around the campaign received bumpers our motion team created by animating my face collage.

All aspects of the campaign then pointed to a basic microsite, which served as an HQ for their Tweets, YouTube channel, Flickr feed, Facebook status updates as well as product giveaways tied to our actual event.

We posted flyers all around the Sundance Festival promoting our booth and event.

Our booth and event was one of the most talked about and appreciated ones during the festival, with huge turnout, chatter and participation.

As far as the success of the campaign, all sales channels reported an almost instant spike in sales in the coming days and weeks. We went from zero chatter to almost 10 million impressions in just 10 days. Based on its success, we successfully extended the campaign elements into other events like Austin’s SXSW and the Las Vegas NAB Show.

Created at Loomis Group, SF.
ECD: Johnny Bartlett

ACD/AD: Lee Queza
ACD/CW: George Steeley
AD: Michael Lashford