Dustin Smith

Creative Director / Art Director / Copywriter

San Francisco, CA

I love ideas, no matter what form they take or where people interact with them. Thinking of something that's never been thought. Doing something others say can't be done. Executing in a perfectly beautiful way. Causing the audience to think, be moved, smile, do good, or maybe even buy something. That's my holy grail.

As a Creative Director, Art Director, Designer, and Writer, I've created memorable, award winning work in numerous categories and virtually every known medium. Fr...

X Box One

  • Xbox One Launch - Case Study
  • Ryse Son of Rome - Case Study

Samsung Galaxy SIII Launch

  • Pass It On - TV
  • Rooms - TV
  • Girls - TV
  • Full brand guidelines created from the ground up.
  • Never been done before Times Square sharing event.
  • Interactive Monster walls demonstrated the sharing features of the GSIII.
  • Landmark digital ooh demonstrated sharing features in a big way.
  • First-of-their-kind kiosks delivered content through the NFC capabilities of the GSIII.
  • GSIII owners were rewarded with free content delivered through NFC.
  • Facebook Galaxy arcade "Gamified" the sharing features of the device.
  • ShareQuest was played and shared via Facebook.
  • Demo videos put the features of the GSIII into context. More here: https://vimeo.com/album/2922809
  • Hundreds of web banners beautifully visualized the GSII's sharing features.
  • Facebook is used as the "dot com" to showcase and sell devices. http://goo.gl/H09Sy
  • Twitter and Youtube were skinned to be consistent with brand guidelines, and convey the launch message.
  • We celebrated our first 5 million fans, and grew our fan base to near 20 million over the course of 6 months.
  • The GSIII surpassed all sales goals, and eclipsed the iPhone 5 launch.

Samsung GSIII NFC

  • NFC Enabled posters "handed" content directly from poster to GSIII.
  • Just hold your phone to the tap point on the poster and an ebook, or song was downloaded.
  • Our NFC enabled Posters were created in variety of sizes on a mass scale in key markets.
  • New songs were updated weekly keeping GSIII owners coming back for more.
  • Communication was direct to teach a new behavior.
  • Free e-Books were a popular download for travelers about to board a flight.
  • Content was tailored toward specific genders and demographics.
  • Over 2000 posters were placed primarily in airports and malls.
  • Premium locations and fixtures were selected to a convey a premium message.
  • Downloads drove brand loyalty and GSIII envy.
  • All portraits were actual size so content felt as if coming directly from another GSIII owner.
  • Airports were a key driver of content downloads.
  • Upon download, owners were congratulated and alerted to more fresh premium content coming soon.

Greenworks

Altoids Cinnamon

Chevy Terminology

  • Web video that ran as pre-roll and in rich media banners.
  • Web video that ran as pre-roll and in rich media banners.
  • Web video that ran as pre-roll and in rich media banners.
  • A utility page on chevy.com helping people understand and utilize the maximum cargo capacity of the Chevy Traverse.
  • A utility page on chevy.com helping people find stylish affordable places to go in the Chevy Malibu.
  • A utility page on chevy.com that helps find fun family trips to take in the Chevy Equinox within one tank of gas.
  • :60 TV for the Chevy Traverse.
  • :30 TV for the Chevy Equinox.
  • Equinox content from chevy.com
  • Equinox content from chevy.com
  • Malibu content from chevy.com
  • Traverse content from chevy.com

Polaroid

Nintendo

  • GameBoy Advance SP with luminous screen.
  • GameBoy Advance SP with luminous screen.
  • GameBoy Advance SP with luminous screen.
  • GameBoy Advance SP in Black.
  • GameBoy Advance SP in Black.
  • GameBoy Advance SP in Red.
  • GameBoy Advance SP in Red.

Nationwide

Altoids

American Express OPEN

  • American Express launches

Eternal Darkness Films

  • To Launch Eternal Darkness we held a psychological horror filmmaking contest.
  • The primary purpose of the site was to gather treatments from potential filmmakers in a fun and interactive way.
  • Upon entry, a light turns on and items within the scene move and change.
  • You're invited to speak your film treatment. 10 finalists treatments were funded. The winner received $20,000.

Volt

Pine-Sol

  • Pine Sol Scents - Sparkling Wave
  • Pine Sol Scents - Lavendar
  • Pine Sol - Powerful Scent of Clean - Pine
  • Pine Sol - Powerful Scent of Clean - Sparkling Wave
  • Pine Sol - Powerful Scent of Clean - Lemon
  • Pine Sol - Powerful Scent of Clean - Orange

Teva

  • Teva print campaign. Stories are the proof of life. Featuring Teva sponsored athletes. Sam Pilgrim, Pro Mountain Biker
  • Copy handwritten by each athlete, indicated the wealth of stories each athlete has lived.
  • Copy: Chased by cops. Attacked by snakes. Verbally assaulted by the elderly. Kickflipped over a dead dog. All in a days work.
  • Copy: Was caught in an avalanche. Lived to teach others how to avoid them.
  • Copy: It takes a few seconds for the lift to stop. A lot can happen in a few seconds. Kale, Lifty.
  • Copy: Riding the 60 ft. waves of Jaws one day. Surfing the icy waters of Minnesota the next. Jamie Sterling, Big Wave Surfer
  • Copy: 2010 Crankworx Colorado. Snapped my femur. Went back in 2011. Won it all. Cam McCaul, Pro Mountain Biker
  • Product focused ads tell a story through objects collected on a specific journey or event.
  • Each story was tailored to a specific shoe style and use.
  • Copy: The time I thought a 40 foot drop seemed reasonable.
  • Copy: The time I winched the drainage canal.
  • Copy: The time the Huli had us for dinner.
  • Created on a shoestring budget, the brand video dimensionalized the tagline for the salesforce.
  • Stories from Teva athletes further expand the message beyond print.

Filter for good

Tilex

Coinstar

  • Everyone has a vessel full of coins somewhere in their home. Select yours.
  • The vessel is dumped and the coins are counted.
  • You have just enough...
  • For a Li'l Wayne Album.
  • Bring your coins to the Coinstar machine and cash them in for an iTunes giftcard.
  • You have enough coins for...
  • Boom!
  • ...
  • A pile of steaks.
  • From our partner, Albertsons. Come to the Coinstar machine and cash in.
  • You have just enough for...
  • Rosetta Stone foreign language tapes.
  • Come to the Coinstar machine and cash in your coins for giftcards to Amazon.com

Pert

Children of Shelters

  • On a splash page, you could roll over magnets to reveal facts about homelessness.
  • Child-sized toothbrushes were placed in drinking fountains across the city.
  • Rubber ducks were placed in fountains across the city.

Leffe

Liquid Plumr

  • Liquid Plum'r. Hungry for clogs
  • Liquid Plum'r. Hungry for clogs

Power Jet

Reel

  • :60 TV for the Chevy Traverse.
  • American Express launches
  • Introducing GameBoy Advance. The first handheld with a luminous screen.
  • Introducing GameBoy Advance. The first handheld with a luminous screen.
  • Web video that ran as pre-roll and in rich media banners.