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LACMA Summer

LACMA

Groundbreaking campaign promoting the museum itself and introducing their first TV commercials.

The Los Angeles County Museum of Art has the largest collection of art west of the Mississippi. But the museum itself was stuck in the 20th century and needed to be in the 21st. Instead of looking at this as a rebrand, we saw it as an opportunity to fulfill the institution’s original promise to serve the public. We re-visioned all means of communication from coffee mugs to TV commercials and focused on making the museum more accessible and user-friendly. Recreating the Members Journal was just one example. From one quarterly publication, we created two separate touch points—a weekly rag with a playful attitude, timely news and a very legible event schedule (which we gave away in stacks to everyone in the L.A. basin), and an Art Forum-inspired monthly magazine with in-depth interviews with the curators and a stunningly beautiful centerfold of ready-to-use art drawn from LACMA’s vast collection. Our transparent desire to be useful and engage did not go unrewarded.

Not only was there a clear jump in attendance and loyalty, but we received a flood of photos of posters in cubicles, kitchens, and coffee houses. The Up All Night Saturdays became the hot venue for singles to connect. And the museum stores were musts during the holidays.

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billboards

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building banners

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pubs

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visitors guide

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40th anniversary campaign

1st run:


2nd run:


event & exhibition campaigns

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interactive


publications


brand collateral




Torrid

TORRID

Launch of client's denim program including new online video strategy.

A national plus-size jr. sportswear subsidiary of Hot Topic, Torrid already had an incredibly strong loyalty base, as the never-ending letters of gratitude from both daughters and mothers attested to. The company was poised to expand their footprint into even more malls across the country, but, in their rapid expansion, they had lost their authenticity. We immersed ourselves in the dreams and struggles of plus-sized girls to understand the social challenges they faced. We all want to feel welcome at the table. So we turned away from the artifice of the fashion world to focus on the real girls who loved Torrid. First, we convinced Torrid to invite the much-acclaimed photojournalist, Colin Finley, to capture the sort of images the girls might take of themselves to share with friends. Then, we replaced sexiness with self-confidence, and made it a rule that all shoots would include people of color and boys(!), and no young woman would be photographed without friends.

Our subsequent launch of “Denim a go-go” and their first fragrance were both huge successes.

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store windows

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store banners

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poster

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direct mail

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seasons : windows, store banners, ads, direct mail




salesforce.com

Pitch for an experiential event designed to invade NYC.

This leader in enterprise cloud computing already had a very successful international series of inspirational conventions. They were looking for something different—a change of venue or event length. When we began our explorations, we knew we didn’t want to simply make variations on the traditional model of a hotel with booths and a big room. We wanted to create an experience that embodied how salesforce.com’s technology was able to break down the barriers of communication within and between businesses in order to create successful collaborative environments in the cloud. We looked for unexpected venues—neighborhoods that were known for specific types of business, open parking structures with big vistas, Yankee Stadium—that would strip away attendees’ preconceived notions of what a conference was supposed to be. Streets were transformed into open-air hotel lobbies replete with red carpeting, comfy armchairs and oversized table lamps. The confines of interior spaces were erased with movable floor-to-ceiling projections of natural vistas. The whole conference became a game with teams and billboard-sized scoreboards that connected with mobile devices. Instead of beginning with everyone together, we designed the event to start with small groups determined by type of business, which allowed presenters to address specific targeted concerns. Anticipation for the keynote finale would be seeded throughout the day. And, only when everyone came together at the final location would they realize how large a conference this had been. By the end of the conference, we would teach the power of salesforce.com by having the attendees experience it rather than sitting in a chair being lectured to.

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FOX SPORTS

Successful b2b movie & animated keynote resulting in launch of Fox Sports 1.

Though brash, bold and balls-out, Fox Sports had to win NASCAR’s approval before they could launch the Fox Sports 1 channel. NASCAR’s founder, Bill France, Sr., was known for saying it’s better to be in 2nd place—it makes you work harder. We wanted to connect to that passion, looked at Fox’s beginnings and found gold... in all the naysayers. Why not wear their rejection as a badge of honor? We pulled quotes from all the major TV stations and laid them out in big bold type right up at the front. No explanation needed. Instead of a pitch based on metrics, we created a two-fisted presentation which started and ended with ear-splitting action-packed movies that literally shook the walls of News Corp.

Fox Sports 1 was successfully launched in 2013.

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BLACK & DECKER

Two innovative new tools.
Two 30-sec spots.

We were invited to create a spot for Black & Decker's launch of a new, easy to use paint sprayer. So we ruined a perfectly white fence... Then Black & Decker asked us to create another spot for the launch of their innovative take on the screwdriver... so we shot a guy taking a shower.
"You Be The Man"

client: Black & Decker
agency: Poptent
director: Matthew Reichman
writers: Anthony Wells, Matthew Reichman
producer: Allison Pultz
lead man: Mark Newman
lead boy: Tyan Lisman
cinematographer: Tom Lembcke
editor: Matthew Reichman
sound design: Stephen Tibbo, A.S.C.
music: Jarvis Davis

"Sleight of Hand"

client: Black & Decker
agency: Poptent
director: Matthew Reichman
writers: Matthew Reichman, Anthony Wells
producer: Teresa Bara
lead: Christopher Tod
cinematographer: Ken Glassing
1st A.C.: Dawn Shim
grip: Michael Roddy
editor: Matthew Reichman
sound design: Ryan McBride
colorist: S.P. Arkles, Technicolor
hair & makeup: Alexandra Useche
wardrobe: Alycia Belle


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OTTER POPS

Pitch boards & scripts for animated portion of a rebrand of the famous Southern California popsicle.

Already one of the most famous freezies in Southern California since 1970, they had a huge fan base spanning the college frat house circuit to sentimental retro Facebook pages, but not in the youth market. Now, after 40 years, they wanted to expand into the rest of the country, yet they were stuck in the prim tropes of 1960s advertising—the Otter Popstars spouted ad jingles, wore berets and striped French sailor shirts and the colors and designs had never been revisited. The Otter Popstars live in a world completely unlike the sensory-laden world we live in, today. So we created a joyous, irreverant kid to be the Otter Pops mascot. Then, we developed a series of very messy cartoon ads and animated spots with surreal Flavor Rivers, edible flowers, lemon bees, strawberry hills and, rock music that made you want to dance, and all coming together in a final crescendo of flavors pouring out of the top of our mascot’s head and down his deliriously juice-stained face.

The spots ran on regional TV and screens on travelling Otter Pops trucks travelling to fairgrounds and big tent events throughout the midwest.

Otter Pops flavor head


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AIGA

Two promotional animations
for the L.A. Charter's first design competition.

ith the belief that designers can make a difference towards helping our planet remain healthy, the American Institute of Graphic Arts, Los Angeles was set to host its first design competition, “The (Re)design International Design Competition,” honoring sustainability practices in design. To promote the event, I created a series of virals that took us on a surreal journey into the innermost workings of a designer’s imagination. The combination of live-action, stop motion and traditional animation playfully expressed the very tactile way our imagination is inspired by the world around us. At the heart of each journey, we discover the love for our planet that all designers share whether personified by a dancing grizzly bear wearing a French sailor suit, a firefly that lives in a box of stars, or an octopus dancing with a monkey.

The virals were featured on every AIGA chapter’s homepage, on members’ sites internationally, were linked to in numerous blogs, and ran on projections during the awards ceremony at the Natural History Museum.

"(Re)engage"

client: AIGA (Association of International Graphic Artists)
director: Matthew Reichman
co-producers: Michael Fusske & Katherine Ferwerda
writers: Katherine Ferwerda, Michasel Fusske, Matthew Reichman
lead: Katherine Ferwerda
cinematography: Matthew Reichman
animation: Matthew Reichman
editor: Matthew Reichman
sound design: Stephen A. Tippo C.A.S | Tibbosound.com
acore: John Montomery | johnMontgomeryDrums.wordpress.com

"(Re)ignite"

client: AIGA (Association of International Graphic Artists)
director: Matthew Reichman
co-producers: Michael Fusske & Katherine Ferwerda
writers: Katherine Ferwerda, Michasel Fusske, Matthew Reichman
lead: Kwame Dow
cinematography: Ken Glassing & Matthew Reichman
animation: Matthew Reichman
editor: Matthew Reichman
sound design: Stephen A. Tippo C.A.S | Tibbosound.com
score: John Montomery | johnMontgomeryDrums.wordpress.com



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AFIFEST
/PUMA

Best Thank You.

The head of Marketing asked me to design a hallmark-style “Thank You” card for the festival’s premiere sponsor, PUMA. I looked around at all the people who were working at the festival and saw the gleams in their eyes when PUMA invited them to pick the style and color of their favorite PUMA shoe. The people behind the scenes come in as many flavors as there are job descriptions—passionate, flippant, silly, ornery, mischevious, caustically neutral—and they’ve all dedicated their time and energy to ensure the festival ‘s success. When the shoes arrived, the excitement was palpable, and I realized that capturing the personalities and pairing them with their favorite shoes would be the very best thank you. The shorts were such a success that we ran them in front of every film and in theatres throughout the L.A. Basin.

PUMA was very happy, distributed them internally, and volunteered to be the premiere sponsor for the following year.



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