Chaucer Barnes

Chaucer Barnes

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NYC / Professional father, advertiser, and apiarist.
Chaucer Barnes
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FROM: What is Service Design?

A talk I gave at UX People 2013 as an attempt to demystify the term 'Service Design'. I talked about the methodologies and tools that service designers use, as…

FASHGIF makes the point that her approach can be used across many more media points than quote-unquote "digital."

FASHGIF makes the point that her approach can be used across many more media points than quote-unquote "digital."

Tool discusses how their multi-screen, CYOA documentary came together.

This interactive multimedia documentary from the JFK Library marks the anniversary of the Cuban Missile Crisis

Coke nails holiday retail with branded wrapping paper...dispensed from a metrolite.  Ben Horowitz lookalikes love freebies!

Coke nails holiday retail with branded wrapping paper.dispensed from a metrolite.

Soundcloud launches slideshow capabilities for it's streaming player.  synch any series of images to your audio track.

Soundcloud launches slideshow capabilities for it's streaming player. synch any series of images to your audio track.

My responsibilities expand on EA; i'm now: "title agnostic."  Our team focuses on frontiersmanship: get out there and figure out what's necessary for the near future, bring it back, and socialize it.  This presentation was the first step on a journey that changed the way i thought about media forever.

Terence Kawaja's IAB Networks and Exchanges Keynote

One cool NBDB on Dragon Age: we executed a real time walkthrough of the game on Justin.tv the day it dropped.  It took over the site's front door, and was fed from side doors with rotational units.  Site users typed q's and c's through an IM module, and talent spoke back, kinda like livecam porn.  All the while, they were exploring the first 10 hours  of the game in the main media unit.  Spawned a bunch of repeats like this one.

One cool NBDB on Dragon Age: we executed a real time walkthrough of the game on Justin.tv the day it dropped. It took over the site's front door, and was fed from side doors with rotational units. Site users typed q's and c's through an IM module, and talent spoke back, kinda like livecam porn. All the while, they were exploring the first 10 hours of the game in the main media unit. Spawned a bunch of repeats like this one.

The spigot came on for Dragon Age 2 in spurts, making it tough to build a smart  plan. I planned $2MM of incremental digital in 48 hours.  My good guy boss  stayed up till 3am with me the night I sent the reco, just for moral  support. Silver lining: we got a few people paid that really deserved a  shot.  I got a kick out of teaching the team BitMob at how to write an IAB  compliant IO for the fat sponsorship I awarded them.  Here's the 3am email outlining it all.

The spigot came on for Dragon Age 2 in spurts, making it tough to build a smart plan. I planned $2MM of incremental digital in 48 hours. My good guy boss stayed up till 3am with me the night I sent the reco, just for moral support. Silver lining: we got a few people paid that really deserved a shot. I got a kick out of teaching the team BitMob at how to write an IAB compliant IO for the fat sponsorship I awarded them. Here's the 3am email outlining it all.

Dragon Age 2 had TONS of budget.  It was gassed because a) the quality was through the roof  and b) it enjoyed a ship window with no other budget contenders.  You'd've thought that we'd have a ton to show for it marketing-wise but it was  a vanilla, video-heavy campaign. Groaningly, we admitted that  jamming a bunch of 30's down everyone's throat actually showed ROI.  Obscene TV weight: we wound up on the world series. This is a snapshot of  the boolean we had to negotiate with FOX re: ADUs.

Dragon Age 2 had TONS of budget. It was gassed because a) the quality was through the roof and b) it enjoyed a ship window with no other budget contenders. You'd've thought that we'd have a ton to show for it marketing-wise but it was a vanilla, video-heavy campaign. Groaningly, we admitted that jamming a bunch of 30's down everyone's throat actually showed ROI. Obscene TV weight: we wound up on the world series. This is a snapshot of the boolean we had to negotiate with FOX re: ADUs.

Coraline's been case studied to death.  Obviously, a bunch of accolades.  but really, the campaign that made me fall in love.

Coraline's been case studied to death. Obviously, a bunch of accolades. but really, the campaign that made me fall in love.

We chased the product launch with a big TV placement for the ad for this site, that helps you steal your friend's girl (theme: treachery).  The site and related Hawkpanther social-media accounts blew up when the TV ad hit the air. Worked like a charm, but why?    Because people weren’t used to seeing “tricks” on a stage like national TV.  They invested more faith in the earnestness of the speaker because they had an innate understanding of the expense to get on TV.  We cap it off with a big…

We chased the product launch with a big TV placement for the ad for this site, that helps you steal your friend's girl (theme: treachery). The site and related Hawkpanther social-media accounts blew up when the TV ad hit the air. Worked like a charm, but why? Because people weren’t used to seeing “tricks” on a stage like national TV. They invested more faith in the earnestness of the speaker because they had an innate understanding of the expense to get on TV. We cap it off with a big…

HtH, ep. 7: Introducing paid media for the first time, we decided to feature our HtH stunt in on console media.  The banner weight's cta was “download the demo,” and we resisted EA’s urge to stuff them here, but we used this content in the XBL BDE.  We provided some context for johnny come latelies, and trainedt hem to look back across the previous months, in anticipation of the big launch.  by now, DI had enough traction within ea to secure a boss launch budget, so we knew we had more in…

HtH, ep. 7: Introducing paid media for the first time, we decided to feature our HtH stunt in on console media. The banner weight's cta was “download the demo,” and we resisted EA’s urge to stuff them here, but we used this content in the XBL BDE. We provided some context for johnny come latelies, and trainedt hem to look back across the previous months, in anticipation of the big launch. by now, DI had enough traction within ea to secure a boss launch budget, so we knew we had more in…

HtH, ep. 7: Introducing paid media for the first time, we decided to feature our HtH stunt in on console media.  The banner weight's cta was “download the demo,” and we resisted EA’s urge to stuff them here, but we used this content in the XBL BDE.  We provided some context for johnny come latelies, and trainedt hem to look back across the previous months, in anticipation of the big launch.  by now, DI had enough traction within ea to secure a boss launch budget, so we knew we had more in…

HtH, ep. 7: Introducing paid media for the first time, we decided to feature our HtH stunt in on console media. The banner weight's cta was “download the demo,” and we resisted EA’s urge to stuff them here, but we used this content in the XBL BDE. We provided some context for johnny come latelies, and trainedt hem to look back across the previous months, in anticipation of the big launch. by now, DI had enough traction within ea to secure a boss launch budget, so we knew we had more in…