ECD/Partner, Kesselskramer Los Angeles Before: 72andSunny, AKQA, BSSP and Agência Click (São Paulo)
David is set out to make meaningful work that humanizes brands and blurs the lines between classic storytelling and innovative thinking. He's created integrated campaigns, interactive platforms, documentaries, and original content for brands and properties worldwide, including James Cameron’s Avatar, Nike, Diageo, Mini Cooper, Visa, HTC, Xbox, The Standard Hotels and the launch of MOCAtv, the world’s first art channel on Youtube for the Museum of Contemporary Art, Los Angeles.
In parallel, David is writing/directing partner with renowned artist Gary Baseman. They are currently shooting their upcoming feature documentary Mythical Creatures, which has been selected to the prestigious Sundance New Frontier Lab for its new approach in storytelling. The duo has also co-written Boo, a feature film in development with Oscar nominated producers.
Accolades: Sundance New Frontier Lab Fellow, Cannes Lions, One Show, The FWA and Clios. His work has been featured in the NY Times, Dazed & Confused, LA Times, The San Jose New Media Biannual, Skirball Museum and Art Basel Miami.
CitizenM just launched their first NYC hotel in Times Square.
So we said: Goodbye hotel clichés and hello affordable luxury.
SWAN SONG - A FILM BY PES We created a film with renowned, oscar nominated director PES that celebrated the skillfully crafted terry toweling swan of yesteryear.
GIVE YOUR FACEBOOK A NEW FACE
For the opening we created a facebook campaign designed to inject some cool back into the area by replacing the infamous tourist portrait artists with some of New York’s finest.
The good people of facebook were asked to submit their profile pics, and 250 lucky winners got theirs redrawn by one of our much cooler, more contemporary artists: Mike Perry, Jon Burgerman, Julia Pott, Chris RKW, and Sheryo & The Yok.
ART IS FOR YOU. We repositioned the MOCA institution, breaking down the walls of the museum and giving the artists and members a voice, democratizing art and drawing a mass audience into the museum.
We launched this campaign with a video installation at MOCA to collect the thoughts of renowned artists, members and passerby’s on their most personal experiences with contemporary art, making it feel accessible.
Hundreds of hours were collected to became the content for the entire campaign.
Tumblr page featured all content, making everyone feel part of the campaign.
New membership’s increased far beyond expectations over the course of the campaign and this ethos of making art for everyone has spread across the entire institution, including curatorial efforts such as the Urs Fischer Exhibit where more than 1500 members worked with the artist to build an installation in the Geffen Center.
ECD/Writer: David Charles
ECD/AD: Erik Kessels
CD/AD: Melinda Gorham
Anything but Standard. In our first collaboration with the luxury hotel chain we decided to celebrate the most absurd, memorable and naughty guests complaints, comments or requests in the past 15 years. The Anything but Standard 2014 calendar and print campaign for 2014, features a collection of photographs that bring to life comments such as, “My girlfriend and I spent lots of money at the bar and on room service. Any compensation would be greatly appreciated.” and “I lost my kush. Where’s my kush?” This piece generated millions of PR impressions around the world and was even sold at The Standard store as a hot ticket item.
Integrated effort for HTC's first Global campaign running in many countries. We focused on the features of the Titan phone, by highlighting the amazing things a talented bunch of people could do with them. Think of these as spectacular demo's.
TV LAUNCH: Ascii artist Xavier Gouveia brought nature back to São Paulo.
PRINT/OOH: Hands that belonged to a group of talented people that included Oscar nominated documentarists, artists, entrepreneurs and food bloggers told the story.
DIGITAL: We curated a group of "right hands" and streamed content from their personal work, through the devices. This rich-media piece we gave special excerpts of Lucy Walker's Oscar nominated documentary.
Kurt Cobain took 5 minutes to write Smells Like Teen Spirit. What can you whip up in sixty seconds or less? That's the premise of the SPARK MIXER. A musical game as intuitive and user friendly as "Simon Says" where time is of the essence to show off your musical skills and craft new tracks.
WATCH THE USER JOURNEY VIDEO
THE EXPERIENCE IS LIVE ON FB AND VARIOUS MOBILE PLATFORMS
Type in Sprite Spark Mixer on Facebook to play.
SPARK RECORDS: Once you're first track is ready you can "get signed" and become a player in the music industry.
SPARK RADIO: The Top submissions get more air time on Spark's station.
SPARK ARTISTS: Inside info about the artists you'll be "working with".
YOUR STUDIO: Save tracks, check progress and start making your first full length.
ECD, Writer and Filmmaker: David Charles
CD/Art Director: Melinda Gorham
Designer: Vicente Montelongo
Pre-launch campaign with youtube frames pasted around the Museum's most important pieces to drive PR and word of mouth.
We helped create the world's first art channel on youtube. We positioned MOCAtv, not as an audio-visual extension of the Museum, but as a global initiative that aims to democratize art around the world. Our content strategy would lead with pop culture content (Bjork, Death Grips, Die Antwoord collaborations) and then follow-up with a more in-depth look at some of the most fascinating artists of our time. We also turned it's Youtube Channel into a collaborative space, turning the comments section into an opportunity to work with renowned artists (The Url Project) or become part of the conversation (Love X Hate Graffiti).
ART IN THE STREETS: Love X Hate Graffitti
The comments section became an ongoing discussion board for one of the most controversial art movements of the 21st Century.
ART X YOU: The Url Project
We used the youtube platform to create collaborations between artist and fans, featuring renowned digital artist Rafael Rozendaal.
ART + MUSIC SERIES: Gary Baseman X Die Antwoord
I wrote and directed this animation that brought art and the story of the holocaust to an entirely new generation.
BLOOD, SWEAT AND TEARS
B,S&T is an 8 episode web documentary about the rough side of Football. The passion, the pain, the blood, sweat and tears of seven footballers that are on the grasp of greatness but haven't gotten there yet.
This campaign was targeted for Teenage Football fanatics around the world and our intent was to give them a reality check of what becoming a pro footballer really is about. None of that glam, glory and gold B.S.
Fun fact: the soundtrack was scored by Joey Santiago (Pixies)
Visa tasked us to create a "viral" film that got 5 million hits. As if their was a science to that sort of metric. OUR SOLVE: create a platform that generated thousands of user generated videos and consequently millions of hits. We created a Youtube competition/collaboration to piece together the World's longest Goaaaal shout ever, a few seconds of each submission was added in real time to one record breaking Youtube video. The individual submissions where part of the competition to win a trip to the world cup and each user was tasked with promoting its own video to rack up votes.
Results: We had over 7 million hits total and shipped 11 lucky winners to the World Cup.