Creative team leadership. Studio operations. Integrated media concepts and strategy.
Matt Parish is creative media director working across a variety of formats and industries. Specializing in the work of finessing disparate elements of any campaign into a powerful, cohesive story, Parish’s work draws on years of experience in arts, travel, entertainment, B2B and consumer media. Below you’ll find examples from projects executed for international brands and agencies of all shapes and sizes. This means global media campaigns, digital promotions targeted to specific demographics, and independent creative work. Google Maps Platform: Brand Video
“Destinations are more than just places - they’re outcomes as well.” As part of my team’s ongoing engagement with Google Maps Platform, we were tasked to recenter a year’s worth of expansion for the brand, which has moved well beyond simple geolocation and navigation. Solar, environment, APIs, brand partnerships – the horizons have grown for GMP.
This video is the culmination of some deep creative strategy and video concept work. Our team developed the concept and executed the video from storyboard to final renders you see published today.
2023
Anthem Video and Rebrand: SailPoint Technologies
I served as Team Lead throughout a year’s worth of brand strategy with identity security leader SailPoint – directing a full rethink of how this legacy tech company connects with human individuality at the core of any complex enterprise system.
Months of coordinated strategy work lead my international creative team to deliver a refreshed brand, multiple global ad campaigns, sales event video and illustration, mascot creations, and web designs. Our team’s relaunch production work culminated with the brand anthem video shown here.
2023
Rebrand: Mindstrong
Soup-to-nuts rebrand work for this fresh startup in the telehealth industry. Brand strategy, workshops, logo and brand design, visual ID systems, and homepage site design. For this project, I led a team of designers, strategists, type designers, and animators from client pitch to final delivery.
Client
Mindstrong
Year
2022
Lonely Planet
Scripted and oversaw completion of this grab bag of media projects, which highlights work I lead as Creative Director for commercial clients.
Everyday Explorations
(Ford)
Multi-channel campaign to inspire an old sense of pioneering adventure at home
Travel inspiration
Promoting the release of the new 2020 Ford Explorer, I conceived of a pitch based around the spirit of mythic old American pioneers. We let that spirit be our guide in exploring new corners of modern cities in the US as if they were truly uncharted territory.
Throwback design
Lifting stylistic elements from hundred-year-old maps and nautical charts, my team worked with a renowned illustrator to create immersive branded city guides. These maps were handpainted as murals in Manhattan, Brooklyn, Atlanta, LA and Boston, and were incorporated into digital designs across the campaign.
Custom video
I supervised shoots across the country designed to bring these experiences to life – old Mexican street vendors in LA, hidden antique booksellers in Boston, yoga in an industrial park in Brooklyn. These videos lived on a custom microsite and alongside further custom influencer content on our social channels.
UX/Strategy
Broad redesign of microsite offerings. Simple, flexible, reusable for endless clients and content angles.
Discover Lisbon + Discover Dubrovnik (GoPro)
In this broad campaign designed to key British audiences into the more everyday uses of a GoPro camera (think creative lifestyles and cultural thrills rather than cliffside mountainbike runs), we showcased two top-draw destinations in Europe. Our work included custom shoots in Lisbon and Dubrovnik as well as targeted custom display and native advertising.
Longform travelogues from across North America (Budget Rentals)
When the RFP came in for a campaign for Budget Rental cars looking to align with some truly in-depth investigations into some less-accessible parts of America, I jumped at the chance to enlist some of the best travel storytellers I knew. With an agreeable partner in Budget, I was able to commission expansive stories about travel throughout the continent, highlighting some of the best writing published by Lonely Planet that year. With the full resources of our design and development teams, we explored a custom design that utilized new parallax effects, full-bleed imagery, full-screen video loops and more to create an engrossing editorial experience.
By the time we published, I was able to showcase king-sized explorations of the Yukon territory, rugged wanders up Vancouver Island, nostalgic escapes along Cape Cod, and freewheeling treks across Texas and the Southwest. We even ran a photo contest for Lonely Planet users’ own favorite “unexpected journeys”.
“Build Your Own” travel videos
Let users mix and match travel video experiences
This project with the Abu Dhabi Tourism let us think a bit creatively. Rather than shooting regular old host-led videos, this time we took the approach of creating a bunch of shorter clips focusing on singular experiences – kayaking in a mangrove marsh, going horeseback riding, wandering through a public market – and allowing the users to weave those clips into custom videos themselves. This approach gave people the chance to create their own little “greatest hits” videos, which could be shared as completed videos.
Endless variety
The idea was a smash, reaching over 19m users and resulting in a 67% VCR on all video content. As of the end of 2019, the Abu Dhabi Adventure Builder was Lonely Planet’s most popular commercial microsite to date. With this build, we went on to create similar campaigns for tourism boards like Nashville’s Visit Music City and Pure Michigan. We’ve shot clips allowing users to experience everything from camel rides across the Empty Quarter to bar-hopping in Nashville honky-tonks, pricing out jewelry in boutiques to racing around a track in a Formula One car.
Samsung
Headlining our first ever full-scale ‘Best in Travel’ video sponsorship, Samsung signed on for a multi-pronged execution that included custom video shoots all over the world, as well as a bit of product placement for their new Watch. In addition to the above hero video, my team created video assets for multiple destinations, sponsorship materials across our homepage, custom photography (on a Galaxy S8) across digital properties, and ran a global photo competition that garnered over 60,000 entries.
Podcast production and engineering
Zero Waste Trash Talk
In this Nashville-based community project, I teamed with a passionate crew of waste warriors to produce a regular podcast series aimed to uncovering local sustainability issues and highlighting great ways to help out (and great helpers already making strides).
Written work.
Boston Globe
As an arts writer at the Globe, I covered national music and art trends as well as run a monthly regional music column, “Scene and Heard.” The Pixies. Inside the US Cassette Tape Revival. Human Sexual Response. Lightning Bolt.
Boston Phoenix
I spent years and years as a correspondent at the Phoenix, one of the greatest alt-weeklies in the nation, covering anything I could. William Gibson Interview. The Rise of Grantland. Roky Erickson. Futurism at 100. Stephen Drury and Stockhausen. Gary Numan.
Blogging
Scads of ink spilled on blogs across the internet and time itself. Let Us Now Praise Broadcast Men (Sunday Pregame in the Style of James Agee). Great Bedroom Recordings. Slim Cessna’s Auto Club Live. Why Do Bands So Awful On TV?
Proposals and Presentations
The fun stuff rarely materializes without the nitty gritty work of crafting persuasive project outlines, strategic proposals, creative slideshows and sales pitches. I’ve written captivating treatments for brand-new VR theater programs and global UGC photo campaigns as well as successfully presented cases for major departmental shifts, business reviews and finely tuned sales decks.
B2B and Trade
With years of work in music as a performer, composer, engineer, and manager, I’ve often been able to write and edit with a unique perspective for music trade publications like MMR, JazzEd, and Performer. Perfecting the Sustainable Guitar. Indie Rock vs. Rolling Stone and Camel Cigs. Contemporary Improv at 40 Years.
Audio/Video Scripting
In addition to the aformentioned sizzle reels and podcast, I’ve racked up valuable experience scripting digital video projects - everything from family trips to clean up Chesapeake Bay to guided tours of generations-old woodwind factories. I’ve also scripted audio segments for podcasts and radio.
Past Clients:
Google, Samsung, Ford, DJI, Microsoft, Turkish Airlines, Corona, Symantec, 23andMe, GEICO, GoPro, New Line Cinema, Emirates, Apple, Singapore Airlines, SailPoint, WiConnect, Roland, Gibson, JNTO, Black Forest Gummy Bears, Tourism Australia, Budget Rentals, Brand USA, Kayak, Black Forest, Tourism Abu Dhabi, Visit Music City. 