Samsung // Feist Hologram

CHALLENGE: Launch the Samsung Galaxy S4 to Canada, and demonstrate what’s possible with Samsung.

IDEA: Make the seemingly impossible, possible, and have Feist perform three Canadian cities simultaneously by hologram. 

 

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Music Video // Invasions: 'Rosy'

I directed this music video. We had no budget, so we had to be more resourceful than MacGyver. But we had a lot of fun in the process...clearly.

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Marketing Magazine // Top 30 Under 30

Kim Tarlo, 27 Associate Creative Director, Mosaic “If I wasn’t in marketing… I’d be Patti Smith.” Launching a music festival and naming it after yourself may seem kind of, well, bold. But Kim Tarlo does bold well. As associate creative director at Mosaic, she redesigned the agency’s North American credentials and convinced Samsung to make a Feist hologram the star of their Galaxy S4 launch party, and this summer, her eponymous annual music fest, Tarlostock, played host to 10 bands and 200 people in Collingwood. Tarlo began her career as a fresh-out-of-university intern at Universal Music, in the marketing and communications division. “That’s where I started to get an appetite for marketing and learn how creative it can be,” she says. When she joined Mosaic in 2010, as the fourth member at one of the first dedicated creative teams at an experiential agency in Canada, she quickly made herself into a leader. Tarlo now holds the creative reins on a number of key Mosaic accounts, and actively mentors and manages the junior-level associates on Mosaic’s team. She’s the lead on the agency’s Diageo account, which has her oversee the Smirnoff, Crown Royal and Captain Morgan brands, and she was vital in rolling out Smirnoff’s Red Door Party series, which aimed to place genuine house party atmospheres in unlikely places without making them feel, well, like a marketing campaign. More recently, she was instrumental in having Feist perform, as a hologram, at Samsung’s Galaxy S4’s simultaneous launch events in Toronto, Montreal and Vancouver. At the time (last April), Samsung was a new client of Mosaic’s, and they wanted to make a big deal out of their new smart phone. “That’s normally the kind of idea that sounds great in a room, that everybody loves and then it never goes anywhere,” recalls Tarlo of the initial hologram suggestion. As ambitious as it may have been, the brand rolled it out in conjunction with Muzion, the London-based company that executed Coachella’s hip-hop holograms, and earned media coverage from Spin, Pitchfork, Exclaim! and other big music-media players. In addition, getting Feist on board indicated a preferential shift from Apple to Samsung—after all, it was an iPod commercial that initially launched Feist into stardom. “I love music,” says Tarlo, who integrates bands and live (or holographic) performance into campaigns and activations as much as she can. “It’s so intrinsic to our memories and our experiences and how we live. Being able to provide that for other people, and being able to incorporate that into what I do is always very compelling, especially with experiential marketing, which is about creating a mood within an environment.” With Kim Tarlo, you can be sure the mood will be memorable. Photo: Mike Ford | Click image for original article

Kim Tarlo, 27

Associate Creative Director, Mosaic

“If I wasn’t in marketing… I’d be Patti Smith.”

Launching a music festival and naming it after yourself may seem kind of, well, bold.

But Kim Tarlo does bold well. As associate creative director at Mosaic, she redesigned the agency’s North American credentials and convinced Samsung to make a Feist hologram the star of their Galaxy S4 launch party, and this summer, her eponymous annual music fest, Tarlostock, played host to 10 bands and 200 people in Collingwood.

Tarlo began her career as a fresh-out-of-university intern at Universal Music, in the marketing and communications division. “That’s where I started to get an appetite for marketing and learn how creative it can be,” she says. When she joined Mosaic in 2010, as the fourth member at one of the first dedicated creative teams at an experiential agency in Canada, she quickly made herself into a leader.

Tarlo now holds the creative reins on a number of key Mosaic accounts, and actively mentors and manages the junior-level associates on Mosaic’s team. She’s the lead on the agency’s Diageo account, which has her oversee the Smirnoff, Crown Royal and Captain Morgan brands, and she was vital in rolling out Smirnoff’s Red Door Party series, which aimed to place genuine house party atmospheres in unlikely places without making them feel, well, like a marketing campaign.

More recently, she was instrumental in having Feist perform, as a hologram, at Samsung’s Galaxy S4’s simultaneous launch events in Toronto, Montreal and Vancouver.
At the time (last April), Samsung was a new client of Mosaic’s, and they wanted to make a big deal out of their new smart phone. “That’s normally the kind of idea that sounds great in a room, that everybody loves and then it never goes anywhere,” recalls Tarlo of the initial hologram suggestion.

As ambitious as it may have been, the brand rolled it out in conjunction with Muzion, the London-based company that executed Coachella’s hip-hop holograms, and earned media coverage from Spin, Pitchfork, Exclaim! and other big music-media players.

In addition, getting Feist on board indicated a preferential shift from Apple to Samsung—after all, it was an iPod commercial that initially launched Feist into stardom.

“I love music,” says Tarlo, who integrates bands and live (or holographic) performance into campaigns and activations as much as she can. “It’s so intrinsic to our memories and our experiences and how we live. Being able to provide that for other people, and being able to incorporate that into what I do is always very compelling, especially with experiential marketing, which is about creating a mood within an environment.” With Kim Tarlo, you can be sure the mood will be memorable.

Photo: Mike Ford | Click image for original article

Smirnoff // Red Door

CHALLENGE: Drive the at-home occasion for 19-25 year-olds, and raise the brand perception.

IDEA: Smirnoff Red Door. I developed the red door to represent a gateway into the world Smirnoff. To show what this world is like (and drive the at-home occasion), I created Project-X inspired house parties, and content to share through social media.  

 

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Smirnoff // Graphic

CHALLENGE: Reinvigorate the perception of the Smirnoff brand in nightlife.

IDEA: Graphic. A nightlife campaign themed entirely in the guise of a graphic novel.

RECOGNITION: “Top 8 Ideas to Steal” by Biz Bash, North America

 

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Stride Gum // What's your big Stridea?

IDEA: What's Your Big Stridea? 

Created Lorne Bjorn, creative chief of Stride Gum, as the campaigns lead character. He was forced to call for big, but ridiculous ideas. Users would upload their ideas, and the community decided the winner through voting. In the end, the winner was given $10k to bring their idea to life. 

 

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Youthography // Rebrand

Redesigned the branding for Youthography -- an agency focusing on youth culture. Identified three pillars of youth culture (entertainment, music, fashion, sports and technology) and developed an icon to represent them.  

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Smirnoff // Nightlife Exchange Project

 IDEA: Every country's nightlife is different, yet Smirnoff is a part of it all. The Nightlife Exchange Project saw countries all over the world trade nightlife, as decided by consumers. 

RECOGNITION: “Best Nightlife Marketing Campaign” EX! Award // "Best Experiential Campaign" PROMO! Award

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Halls // Pep Talk

IDEA: Halls Pep Talk. A promotional website that allowed users to send pep talks to one another -- either by writing their own and dubbing over an illustrated character, or choosing from one of the pre-recorded. Creators were entered for a chance to win.

 

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Fido // Art + Design + Jet Sessions

CHALLENGE: Appeal to and recruit the young urban consumer through their lifestyle

IDEA: Fido Sessions. A three part series that created experiences under the pillars of Art and Travel. 

Art Sessions was a series of gallery events supporting local artists throughout Toronto.  

Jet Sessions was an event at a hangar at Billy Bishop Airport that gave 10 lucky winners the chance to fly to NYC the next morning for the weekend.  

 

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Gilette // Venus Embrace

CHALLENGE: Introduce 12-15 year old girls to shaving in an engaging way.

IDEA: Venus Embrace Goddesses. I created a website that allowed girls to design a goddess avatar. Once created, their avatar would teach them shaving tips and offer them a free sample to be delivered to them. 

 

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