Marcus Ray

— Credentials

My background is heavily rooted

in digital — how to successfully

tell an ongoing brand story across

multiple channels, devices and

communities.

I help people plan and create

campaigns, content and

experiences that audiences

actually want to spend time with.

About

Marcus Ray

gmarcusray@gmail.com

0785 227 4434

Work

— A snapshot of notable projects

“How a jean company launched a dance craze (or at least a Viral Video!)”

PROJECT 1

CLIENT

The Challenge:

The Solution:

For the launch of ‘Jogg Jeans’ Diesel’s denim/jersey hybrid, as Diesel’s Global Head of Brand Programming & Content I was challenged to create a digital only campaign that would recreate a similar impact to Diesel’s iconic Print and Outdoor work of old.

Identifying dance as our area of opportunity and a content focussed approach as the best means to communicate, entertain and gain earned traction, a fully integrated campaign was rolled out around the world — from in store and eCom to socials and events.

—

That rarest of creatures, really good branded content

A-Z of Dance

Click to viewA-Z of Dance

More than just engagement, the campaign drove business: We arranged 200+ ‘A-Z of Dance’ in store events around the world, driving massive increases in both footfall as well as basket sale value: up to 50% of Jogg Jeans sales for the year came in the three weeks after campaign launch.

UNPRECEDENTED RESULTS

> The most liked instavid in Diesel’s history > 7,000 new Instagram followers in a week

> The most favourited tweet in Diesel’s history.

> 3 Million views in under a week

> Over 10 million across all platforms

> The most liked, shared and commented upon content in Diesel’s history.

Every dance move from a to z showcased in one ridiculously insane video...

A-Z of Dance

PROJECT 2

CLIENT

“The films offer genuine insight into the music-making process. The Producers

manages to transcend most corporate/music tie-ins out there”

THE CAMPAIGN

I conceived, realised and activated “The Producers”, a pioneering music documentary series which helped launch and establish Red Bull Studio London as a cultural hub.

> 12 x Episodes> 12 x Trailers for social media and press> Stills for social media and press> Full show franchise identity created> Print, digital and outdoor ATL assets > Seeding & Press strategy

Red Bull Producers

THE IDEA

“The Producers” performed so well that it was commissioned for a second series.

The format would go on to be rolled out across other RB Studios as they opened around the world.

Click to viewDiplo & Lee’Scratch’ Perry

Red Bull Producers

Selecting partners who can be trusted to understand and add to the Red Bull brand is no easy task. That we worked with Marcus in creating The Producers and extended the

partnership for a second series speaks for itself.Shannon O’Flynn — Red Bull Culture Marketing Manager

PROJECT 3

Brand Reboot

METHODOLOGY:

I guided a complete overhaul of the millennial fashion brand 55DSL over 4 seasons: Evolving how it looked, communicated and functioned — from analogue to digital, broadcast to conversation. 

> Global research reporting via hand picked panels across 8 key territories

> 6 films with 6 marquee Directors, 55DSL’s first entry into content marketing

> 6 ATL campaigns, look books, and events with each tent pole film

> Community management, seeding and PR

> Retail strategy and product tie-ins  

55DSL

NOTEWORTHY:

> Films invited and screened at Milan Film Festival, Barcelona Film Festival and Williamsburg’s SummerScreen

> Our Directors such as CANADA (Justice, Phoenix, Common) became spokespeople for the brand at press Q&As

> All 55DSL social media accounts grew by over 220% in just two seasons

> Established ‘55 Studio’ a creative network of bloggers, artists and musicians around the world as ambassadors, broadcasters and friends

Click to view“Beyond Mountains More Mountains”

Through research, strategic insight and a deep understanding of online behaviours, Marcus gave us a roadmap that enabled 55DSL to make

the transition from a push marketing company to become a brand with cultural significance collecting followers, fans and column inches.

Charla Caponi — Global Marketing Manager

PROJECT 4

Relaunch Strategy

METHODOLOGY:

Working in tandem with Design Agency UFO Studio, I was tasked with developing an overarching brand strategy, tone of voice and positioning that would inform a complete re-brand of all BFI Player visual communications.

> 4 audience segmentations were defined, research into online habits specific to film as well as brand and lifestyle choices was undertaken.

> I built upon this with deeper insights gleaned from small focus groups of influencers from across art, tech and entertainment industries.  

> Extensive analysis of the marketplace, together with media and social landscapes as they related to film strengthened brand placement and the tone of voice it must adopt once there.

> Internal workshops were conducted with key BFI stakeholders to harmonise thinking as well as ensuring the larger BFI brand’s behaviour was integrated into my strategic roadmap.

BFI Player Strategy

BFI Player Strategy

The research, workshops and final strategy documents delivered informed the final brand assets created by UFO studio.

Thank You