Miscellaneous Print + Digital
Selected Work Across Categories: VR, Social, Print, Digital
The U.S. Army stepped up its recruitment efforts, tasking a partnership of Egami Consulting and MRM//McCann, with Casanova, to create a VR Integrated campaign to show potential recruits what their experience in the U.S. Army could be like. This campaign features real soldiers, and real military occupational specialties. Husani collaborated on the campaign through the Egami Consulting side of the partnership. The work earned two Effie Bronzes (brand experience VR/digital and 360 VR youth marketing), a Cannes Lions shortlist and two One Show shortlists.
#InOurBoots microsite: a Chinook helicopter idles in a hangar behind the “Step Into Our Boots” launch screen.
Microsite hero: a ghillie-suited sniper takes aim beneath “Step Into Our Boots.”
VR mission frames: Sniper, Bomb Tech, Tank Commander and Drone Operator, filmed with real soldiers.
VR headset page: camouflage-printed cardboard viewers with a “Launch Mission” prompt.
Campaign email on five phone screens: hero, VR headset module, app download, mission details and social footer.
AXE refocused their brand messaging to go beyond an adolescent tonality and grow their audience on Facebook, Twitter and Instagram.
Purposeful in its engagement and transparent in tone, the new social campaign harnessed an honest, clever approach while maintaining two separate, yet related, threads: The first, supporting the launch of BBH's "Make Love Not War" broadcast push for the new, AXE Peace product line; and the second, maturing its social thread to begin capitalizing on the sensibilities of collective tastemakers by focusing on what is relevant, funny, or even emotional. In the end, engaging and growing an audience that included both men and women.
Beginning in January 2014, the focus of AXE social media was comprised of supporting the "Make Love Not War" broadcast campaign, while promoting the new, AXE Peace product line.
Twitter posts: soldiers recast as lovers for AXE Peace; “Make love, not war” and #KissForPeace.
Facebook posts: AXE Peace products disarm; “Shoot from the lips,” “Suit up,” “Hit your mark.”
Print ad: the sky past a jet engine dissolves into a spinning optical illusion; “Less motion. To go.”
Print ad: whirling illusion wheels crowd a car’s side window; “Less motion. To go.”
Print ad: a wobbling dot pattern looms over a sailboat’s bow; “Less motion. To go.”
Print ad: “In a recent sex survey, 100% of Economist readers don’t get any.” MAXIM. Be the better man.
Print ad: a torn newspaper masthead lists what The Wall Street Journal can’t teach you; MAXIM. Be the better man.
Magazine ad: a red TIME box frames his face, a gold MAXIM box frames elsewhere; “Be the better man.”
Print ad: a passport-style Iridium Satellite Phones stamp marks deep, mossy rainforest.
Print ad: a Svalbard immigration stamp for Iridium Satellite Phones sits on wind-carved snow towers.
Print ad: an entry stamp with Arabic script hovers over an orange desert dune.
Many home improvement brands encourage consumers to take matters into their own hands, many times with catastrophic results. DIY'ers oftentimes find themselves having to spend more time and money undoing problems they have caused. Having the best intentions isn't always enough; sometimes you want the job done right. Handy.com allows consumers to book top-rated professionals for all of their home needs conveniently from a mobile handset.
To appeal to a younger demographic who don't always have the time and energy to execute home improvements or cleaning adequately, I created an Instagram Story-based promotion encouraging users to submit photographs of home improvement disasters with certain predetermined hashtags in order to build awareness about handy.com, and to suggest that users skip doing housework without the right assistance. 10 lucky individuals can win a full year of Handy's services at no additional cost.
Instagram Story frames: “Nailed it!” DIY fails invite entries with #NailedIt, #DontDIY and #LetHandyHelp.
The U.S. Navy is known as a global force, but to the African American audience, it is paramount that they see that sailors can provide service to this country while retaining their sense of identity, and their connections to those they care about back home. It is also imperative for the AA audience to see sailors in positions of leadership, worthy of respect of military and civilians. Part of a larger campaign which included print, DM, and banner ads, this TV spot shows how the Navy is a "Global Force For Good."
Samsung "Soul" Mobile Phone "Soul Collective" Website
Capitalizing on its given name [Samsung Soul], sleek design, and depth of technologies, this Papervision, 3D-designed site strove to engage consumers through the creation of a cool, user generated experience whereby they could express themselves to the world through technology: "The Soul Collective." Viewers were encouraged to submit works of art in various mediums; to be judged by a rotating panel of visionaries including designer, David Carson, and singer-songwriter, Robin Thicke. (9 frames)
Site intro: the Samsung Soul handset beams beside “In Your Soul” script and butterflies.
Homepage: rainbow phone silhouettes fan out beneath “Imagination Lives.”
Welcome page: The Soul Collective invites submissions; “in your soul, imagination lives.”
Navigation frame: Explore the Soul opens The Ideal Mobile feature menu.
Explore the Soul: The Ideal Mobile, a drag-to-explore product view on a green landscape.
Section navigation: The Soul Collective, with Harmony, Expression, Focus and Form.
Collective gallery: “Share Your Creativity. Bare Your Soul,” with latest submissions and MTV.
Harmony section: music submissions from drummers and DJs, with view-and-submit controls.
The Samsung Imagination Trust: the rotating judging panel, including David Carson and Robin Thicke.
Print ad: a comic-book “Booom!” shrunk to a whisper on a white page; noise cancelling headphones.
Print ad: a giant “Kaaapow!” faded almost to nothing; the headphones do the silencing.
Nine out of ten dentists recommend it. This site finally answered the question the cliché always dodged: who’s the rogue tenth? The answer, it turned out, was an idiot. Meet Barry Bloomgarden, DDS, a proud graduate of Regional Community Technical Institute’s School of Dentistry, more fluent in malpractice than molars. Visitors could Ask Dr. B anything, then hit “Reeducate” when his advice went sideways, which was always, because the new Sonicare FlexCare was right there to set them straight. Even the toothbrush had had enough: “Don’t listen to this man.”
The 10thdentist.com: ask Barry Bloomgarden, DDS anything, hit “Reeducate,” and let FlexCare cut in, “Don’t listen to this man.”
Exhibit poster: tattooed skin spells “Just one more” for Obsessions at MOMA PS1.
Print ad: a recliner becomes a gravestone amid snacks and a game controller; letsmove.gov.
With millennials solidifying their prominence within the marketplace, Dodge undertook a complete redesign of their iconic Dart line. Casting aside the "standard compact of old," Dodge sought to appeal to a tech and money savvy generation of young professionals.
Sleek, intelligent, agile and powerful, the new Dodge Dart was the rebel in what was once a class of sameness, revolutionizing what a compact should be, no matter who is behind the wheel.
Print spread: the red Dart mirrored in water under a trestle bridge; “This is your pace car.”
Print spread: the Dart on a city street at dusk; “free will is what steers.”
Print spread: headlights cut the dark; “Drive isn’t something they can teach you in school.”
A sampler of Husani Barnwell’s work across categories and channels: U.S. Army VR recruitment with real soldiers, the maturing of Axe’s social voice alongside the Make Love Not War push, and print and digital for Dramamine, Maxim, Iridium and more. Range, treated as a discipline of its own.