Variety is the spice of life. I have been fortunate to do strategic planning, experience design, operational process refinement, video production, and creative, for technology companies like Amazon Web Services, Microsoft, and Yahoo! I also use a lot of those same skills while staying connected to my love of Hip Hop and R&B Music.
Opportunity
Ideate and visualize a 3 screen shopping experience in Japan.
Approach
I authored a script and narrative video that illustrated TV, to tablet to mobile integration with a focus on curated content, a personalized shopping assistance, and personalized offers, plus customized packaging. Scripting, storyboards, design, and production took 3 weeks, coordinating via Skype with partners in Seattle, Los Angeles, and Tokyo.
Creative Team
Business Strategy: Josh Goff, McKinsey & Co.
Creative Direction, Treatment, and Script: Peter Morada, Morada Consulting
Design & Production: Jesse Pierpoint, Seven2
Microsoft envisioned a personal blogging platform spawned from MSN Messenger that allowed users to privately chat, purchase and share music, play multi-user games online, create a highly personalized graphic experience, and actively manage their "social power meter". I had the good fortune to concept and visualize the teen persona of "Trent", the 17-year-old surfer kid from southern California.
I continued to work on envisioning teen experiences in mobile UX on the first Windows Mobile Motorola flip phone. This animation illustrated a z-axis graphic scrolling navigation.
Imagine an experience on the Motorola flip phone form factor, a prototype of location-based instant messaging, music sharing, with geo-tagged photos, voting, and multi-user photo stickering
I was first brought on as a digital experience consultant to co-author a video content & experience strategy playbook for AWS Marketing. Due to another senior producer forced to take medical leave, I was simultaneously focused on assessing the state of product demos and special marketing projects, their funding status, vendor assignments, and manage ongoing production for tier 3 videos. I produced and directed live-action video on location and in-studio, managed the pre-production, production, and post-production activities, including estimating, budgeting, coordination of multiple internal and external resources for 50+ active live-action projects, while also supporting a program of 43 active animation projects across 7 separate external animation vendors. I also managed and directed a program to author the new 2018 animation and motion guidelines/standards for the AWS video marketing team.
I directly managed video and animation production and started producing 52 concurrent, all live-action shoots for AWS products, demos, fireside chats, interviews, etc. In 2019, I started to leverage my design background to produce 42 concurrent animated explainers, across 7 vendors.
I defined a new animation delivery process and wrote the first-ever animation/motion graphics guidelines and standards. I ended my tour of duty by developing a turn-key process for managing all tier 3 video content, representing 50% of all video marketing content.
AWS Re:Invent is hosted in Las Vegas across multiple hotels. On-site production starts on Black Friday every year.
I did pre-production planning and coordination to run two film crews simultaneously throughout the week..
I also managed a vendor who ran post-production every day, coordinating media transfer and publishing to social.
Each event had unique logistical complications due to secure access requirements and timing.
Some days the crews started at 4 am and ran past midnight, putting tremendous pressure on the editing and publishing work.
By the end of the week, we published over 30 pieces of 15 and 60-second videos across multiple channels.
My focus was on business development and strategic partnerships specifically with AWS. I also project-managed video production and content for Microsoft and Amazon Web Services. One of the projects I oversaw was accelerated post-production for over 30 AWS customer reference videos. During my brief tenure, I worked on building a Customer Experience Design practice. and published an article on How to Effectively Build a CX Team.
I support my Hip Hop family by providing FREE strategic design services and business consulting. We collectively donate our time, money, and resources to growing new artists like JJ Hudson, plus provide support to The Clean Water Foundation of Washington, and the Organization of Social Media Safety, helping youth understand the dangers of social media. View THC video playlist.
Creative Direction, Design: Peter Morada, Photography: Keith Brofsky
Artist: Sir Mix-a-lot
Creative Direction: Peter Morada,
Typography & Design: Wendy Gerard,
Sculpture: Dean Williams,
Photography: Phil Borges
Artist: Deems Tsutakawa
Creative Direction: Peter Morada,
Typography & Design: Wendy Gerard,
Photography: Eric Meza
Artists: Rodney O & Joe Cooley
Nastymix Records Strong EmotionArtists: Alex Robinson and Frederick JorioCreative Director: Peter Morada Video Director: Drew Carolan Shot on location in Manhatten & Brooklyn, New York 1990
Nastymix Records Get Ready to RollCreative Director: Peter Morada Video Director: Eric Meza Artists: Rodney O, Joe Cooley, Insane Poetry Shot on location in Los Angeles, California 1991
Circa 1999, back when there were dial-up modems and local ISPs battling for regional dominance. I donated my time and wrote a couple of radio spots and designed some outdoor ads to help my buddies at isomedia sell Internet services.
Producing these humorous radio spots recorded at Bad Animals in Seattle was such fun. The creative was based on retro-wartime radio spots with crazy and comical sound effects, with some amazing voice talent. So much fun, back in the day.
Peter Morada
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