charlieuniformtango executive creative director of the company’s digital production, Matt Manroe, has been involved for months in a secretive endeavor of digital intrigue. He has been working with Galen Greenwood and Joel Carter of Innovation First (IFI) developing a robotic toy insect that’s mission is much greater than a good time.
And it looks like their efforts are paying off; The Nano has been voted the #2 holiday gift in this year’s ToysRUs online audit. It will be shown, and is expected to score highly, at this year’s VEX robotics competition.
The Hexbug Nano (http://www.hexbug.com/nano) was created to be collected by kids who show the potential of becoming scientists and engineers. “This is a global effort to attract and interest kids in science and engineering,” Manroe said. The creative team has created a backstory for the Hexbug Nano, which leads to a secret society called Hand & Stars (http://www.handandstars.com). When Nano owners go online to register their insects, H&S will interrupt the experience and invite them to “The Challenge”—a test of scientific logic through gameplay and scientific knowledge through quiz questions. The goal is to advance through game levels and ultimately become an H&S “Apprentice.” Editors, bloggers, and educators have all been invited to join in and spread word of the secret society, and offer tips to achieving higher levels of knowledge.
Even then, there’s a twist in the form of the “Poincaré Faction” (www.chaosrewardstheclever.com). Named after the “Godfather of Chaos Theory,” the Faction encourages players to think creatively and play the game opportunistically.
Viral videos, an additional part of the campaign, created by charlieuniformtango can be viewed on YouTube at robowild – charlieuniformtango editor Travis Aitken did most of the work on the videos, from creating, editing, directing and even acting in several.
Matt Manroe joined charlieuniformtango as ECD of Digital Production having seven years experience as ECD of integrated marketing agency, nFusion, and 20+ experience at advertising agencies TM Advertising, The Richards Group, NW Ayer, Foote Cone Belding, and Tracy Locke. Matt has been recognized for winning national and regional awards for integrated and online creative work for Anheuser-Busch, 20th Century Fox, Nortel, Toshiba, and NEC Display Solutions, among others. He is a Clio award winner, listed in “Who’s Who in Advertising,” elected to ADWEEK’s Creative All-Star Team as National Television Art Director of the Year, and the recipient of numerous Addy and Tops Awards.
About the charlieuniformtango team
Lola Lott serves as president/executive producer and Jack Waldrip as vice president/senior editor. The team includes director Jeremy Bartel, visual effects artists Dave Laird and Joey Waldrip; graphics designer David Slack; operations manager David Hannah; audio engineers Russell Smith and Jake Kluge; senior editor Jack Waldrip; editors, Deedle LaCour, Justin Wilson, and James Rayburn. Executive producers Lola Lott, Mary Alice Butler, senior producer Jeff Elmore. Austin executive producers Michele Tongate and Ron Rendon, Austin editors Staci Le Van, Travis Aitken, and Andrea Mendoza, and Matt Ludwick audio engineer. Digital Production Executive Creative Director Matt Manroe. General contact: rep Perry Tongate, www.charlietango.com
