Mason Hedgecoth

Burma held its first elections in 20 years in 2010. These elections would’ve been meaningless if more than 2,100 political prisoners including monks, artists, journalists and activists remain locked up in Burma’s squalid prisons. So with Human Rights Watch, we created a campaign calling for their release.

Role: Interactive Creative Director

“The Smirnoff Nightlife Exchange Project” was a bold attempt to create a once-in-a-lifetime experience on the same night across the globe. People in 14 countries were were invited to Facebook to answer the question: “What makes your nightlife the best in the world?” On November 27, 2010, the fourteen countries swapped nights. Their ideas were transformed into an amazing experience for their exchange country, and in return, received the best of their nightlife.

Role: Interactive Creative Director

This year, A Diamond is Forever challenged people to make a grand gesture, to Drop Everything for Love. Through two unique digital platforms, we encouraged people to open up about love, on Facebook by nominating couples and through a website where a unique virtual interviewer guided individuals through the process of creating intimate, powerful declarations of love to share as web films with their partners, and the world.

What no one knew, was that we were carefully monitoring the stories in real time. From these online submissions, we challenged real people to live up to to their promise, drop what their doing, and go to their loved one, wherever they are.

Role: Creative Director

Nobody likes flying during the holidays - especially when you’re not on JetBlue. So during the 2009 holiday season, we lauched The Flyer’s Collection, a high-end line of (fake) products that make flying other airlines a bit more JetBlue-ish.

Role: Interactive Creative Director

Campaign for Microsoft’s People Ready Business software.

Role: Interactive Creative Director