Brand design
TED assigned their entire 2010 marketing budget to develop a grass roots campaign focused solely on discovering and mentoring the future of music.
The Lab was a major new initiative that saw eight of the worlds biggest international artists and one rising Australian band collaborate to create the soundtrack for the next Tooheys TVC. Shot in NYC the project ran for 8 months and resulted in a 12 part series which documented the winning band's (The Danimals) journey and studio antics with: Mark Ronson, Santigold, Nick Hodgson of Kaiser Chiefs, Sean Lennon, John Taylor of Duran Duran and The Dap-Kings.
Consumers were given the chance to win exclusive merchandise and music remixes from Mark Ronson as well as an all-expenses paid trip for two to the Big Apple. Here's what happened…
Trailer at top, full documentary at base
Role: Creative Director