a travel-IN-style icon

The Roaming Gnome is a near-deity in the world of travel.
Our job when taking over the account was to elevate his status in the everyday execution to take full advantage of his celebrity status.

Role: Creative Direction + Video Editing

As a senior team on the account, part of our responsibility was to oversee the junior team handling social. When it came to making a holiday travel push, we challenged them to go beyond the typical photo & funny caption. They caught a spark (an illustrated holiday poem) and we challenged them further to take advantage of the opportunity. So we guided them in bringing their artistry to life in a few ways they hadn’t thought of—using a few vehicles with which they weren’t terribly familiar. I also edited the videos to save a few bucks so they could make a few more things.

“What if you made it a real book?” …which led to a finely crafted, well-received stocking stuffer & bit of travel-reading fodder.

I also oversaw the upgrade of Gnome content from hastily captured phone pics to quality brand photography. Some samples here.

Aside from The Gnome, the Travelocity brand needed to be more recognizable. So one of my biggest contributions was a simple commitment: inject and enforce the brand palette. Everywhere. Regardless of execution and regardless of which of the multiple agencies and hundreds of employees across the globe are involved. I also set new standards for photo selection, cleaner compositions, simplified iconography, and alternative logo use.

CREDITS

Dan Crumrine (ACD/CW) • Mallory Beck (Writer) • Andrew Leigh (AD/Illustrator) • Matthew Morris (Animation) • Chris Matthews (Graphic Design)
Kate Chartier (Producer) • Tim Hicks (Print Production) • Craig Mikes (ECD)

Production: CamLock Films