Dolby was interested in showcasing The Dolby Experience via a video pre-roll placed before feature shows on the internet. A simple “on/off” showcasing the audio paired with a recognizable video asset was decided as the best way to interest the target audience. Leveraging his acumen in both aural and visual design, Moxie art directed and developed the final concept and piece which has garnered higher than average click through rates, due to the engaging nature of the design.
The Black Armor campaign was one of Moxie's first large-scale commercial art direction pieces. He was asked to concept and develop a product demo that would generate interest and inform audiences at various trade shows. The Black Armor product was the first truly secure portable hard drive at the time, and the concept for the demo piece riffed off a “cloak and dagger” motif.
In addition to the art direction and motion graphics, Moxie created the sound effects and music. The “spy-esque” track was originally created 13 years ago with Elliot Hunt.
Seagate was so enamored with the work, that they featured it as a “puff piece” on their product site and proudly displayed it in their lobby.
Moxie was asked to compose original music and sound effects based upon the client case studies that were showcased in Adobe CS4's website. The concept revolved around plastic, airy but not wooshy, and light weight. Adobe was adamant about making the website experience be aurally and visually stimulating without becoming overbearing or annoying.
The result was some truly inspirational work which won a Webby Award 2010 - People's Voice award and a 2009 American Web Design Award.
Moxie's sound design and music composition work for Adobe CS4 Brilliant campaign, via Heavenspot.
2009: American Web Design Award - Adobe Brilliant Campaign
Moxie was contacted by AppWagon, an iPhone application development house because of his musical talents and work history with Heavenspot. He was asked to create the musical score for a reggae music mixer application. This app was to be branded “Ziggy Marley's Music Mixer” and needed to be approximately 100+ loops of music broken down via instrumental parts (drum, bass, etc). In addition to writing the music loops, Moxie was asked to be a music software interaction consultant and possible music director for Ziggy Marley, if the reggae star's schedule permitted!
Moxie quickly devised a hierarchal layout of how each track would work as well as mandate key user interactivity solutions. Working with seasoned application developer John Morris, Moxie developed a highly complex series of loop based patterns that could be interchanged at whim but remain in harmony.
After the lion-share of music loops were completed and approved, Moxie flew down to LA to meet Ziggy Marley and record vocal tracks that would complete the Ziggy Marley Music Mixer. As his surname suggests, Ziggy laid down some awesomely talented vocals in the studio, tracked to Moxie's loops. At one point Ziggy asked who created the music, and Moxie raised his hand. Immediately, Ziggy and crew laughed out loud in astonishment and admiration! They'd never seen a reggae producer before that looked like Moxie, he definitely did not fit the mold. Jokingly, Ziggy remarked that he might hit up Moxie for work on his next album...
In the end, the app was a smash success as an entertainment app and as a technological masterpiece, garnering rave reviews all over the web.
Moxie's interaction, scoring, and music direction for Ziggy Marley's Music Mixer.
Following the success of the Black Armor campaign, Moxie was assigned to the Seagate team (which encompassed Maxtor). The Central Axis NAS server was about to be released and required a product demo. After familiarizing himself with the product and it's capabilities he developed the concept of “data and objects orbiting” the drive so as to visually showcase the idea of cloud-like computing for the home.
Moxie also leveraged some music from his back catalog of songs to give the demo a feeling of “ease and peace of mind.”
The Adidas Careers site is truly a unique site that takes the user experience closer to science fiction. The site was designed to be centered around Candace, Natalie, and Ben “guiding” the user through every aspect of the site. Each section was then narrated (by video) with Adidas employees, speaking about what their role is in Adidas. Because the site was originally built with high-bandwidth browsers in mind, there was also a secondary low-bandwidth version that also had to be developed, sans the video.
Moxie assigned to art direct the Adidas Careers site secondary pages and edit the video spots. He designed many of the global secondary and tertiary UI elements.
After the successful brand launch and advertising campaign for Black Armor, Seagate asked for the same creative team to help launch another new product: Seagate Free Agent, a portable personal hard drive. This was Seagate's first foray into consumer products. Previously their products had been used as OEMs for other companies (such as Apple, HP & Maxtor).
Moxie was integral in developing the initial product branding. Once this was established he continued by creating print materials and web-ready advertising for the new launch.
In addition to the print and web work, Moxie was asked to create brand mneumonics Seagate FreeAgent. It was the first consumer release that Seagate had ever done, typically they provide OEM hard drives for other makers. The goal was to capture the high-tech nature of the devices, but create a sound that was friendly and trustworthy.
Once the main brand mneumonics were created, the next step was to create "theme" songs for each of the other products in the range.
Every season Simple Shoes changes their site to reflect the new lines for the season. Keeping with their "green" roots, Simple was interested in having a clean, modern design to reflect that season's product line.
The concept was to create a clean and simple navigatory system with emphasis on the product and models. The result was such a success with the users that the company kept the design style for two additional seasons.
As project lead, Moxie was responsible for all art direction and website construction. In addition to design responsibilities, he was given the opportunity to play the role of account manager and worked closely with the client.
To coincide with the movie release and unparalleled internet hype, Moxie was asked to recreate a “fan” based web video from sourced “fan art”. The art direction appeared simple - but to develop something low-tech, polished and genuine was a real challenge. Some of the slides used existing source material, but due to the specific nature of the piece, Moxie had to recreate his own “fan art”. The crux of the video relied heavily on retooling and remixing the infamous “All Your Base Are Belong To Us” soundtrack, which was then altered it to reflect snakes on a plane.
Unknown to Moxie at the time, his video was such a success that it had become one of the most viewed youtube.com videos of all time (2006). Produced while at Heavenspot.
Moxie's visual, motion, sound design and composing for Heavenspot and Newline Cinema.