Alex Moulton — Creative

Eyeball

 

While Executive Creative Director at Eyeball, I successfully led cross-platform branding, advertising, design, and creative strategy for many clients while also helping establish new capabilities.

I also worked at Eyeball from 2000-2004 as an editor and live action director, while launching Expansion Team in 2002. Scroll way down for some of those early projects. 

 

NEW YORK PUBLIC RADIO —
BRANDING & MARKETING

AGENCY: Eyeball
ROLE: Executive Creative Director
CO-ECDs: Limore Shur, TJ McCormick
CDs: Mia Rockel, Sara Huneke, Amilcar Gomes

As an avid supporter of public radio, I was honored to work with NYPR for three years. My personal highlights included a strategic brand optimization for WNYC, during which I created the new brand audio logo and directed Scarlett Johansson as the new brand voice; several brand-building campaigns with Stanley Tucci and Piter Marek; hyperlocal print advertising for Radiolab Live; and an irreverent multi-year campaign for WQXR that helped them become the leading classical station in the U.S.

 
WNYC Radiolab posters
WNYC Radiolab posters bus shelter
WQXR Obey Mozart wild posting
WQXR Month of Mozart wild posting
WQXR Bachstock wild posting
WQXR Obeythoven in New York Magazine matrix
 

 

CHASE

AD AGENCY: mcgarrybowen
AUDIO AGENCY: Eyeball
ROLE: Executive Creative Director, Sound Designer

After scoring several Chase ads and creating an audio mnemonic for the Liquid prepaid debit card, I was asked to lead the strategic initiative to upgrade and optimize the sonic UI that replaced the outdated sounds in all of Chase's 16,000 ATMs.

After much experimentation and testing, we identified the ideal palette of familiar and approachable timbres. The final set of 18 interface sounds creates a more tactile and responsive experience, while also reinforcing mnemonic cues used in Chase advertising. 

While I can't share the sounds here, I recommend visiting your local Chase bank to hear the difference.

 
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WCS NEW YORK AQUARIUM —
CAPITAL CAMPAIGN

AGENCY: Eyeball
ROLE: Executive Creative Director
CREATIVE DIRECTOR: Mia Rockel

I led creative for the Wildlife Conservation Society's capital campaign to build the largest shark exhibit on the East Coast at the NY Aquarium. We created a new logo, tagline, signage, and collateral, which was supported by an attention-grabbing out-of-home campaign.

Our interactive fundraising website focused on a key architectural element of the new construction, referred to as "the shimmer wall." The website drove public fundraising through purchasing virtual shimmer tiles and allowed people to donate, educate themselves, and share their support.

 
 

 

OVATION — 
REBRAND

AGENCY: Eyeball
ROLE: Executive Creative Director
ART DIRECTOR: Ben Hill

As a longtime fan of Ovation, the only U.S. cable channel dedicated to art, culture, film, music, fashion, and arts advocacy, I was honored to lead this comprehensive network rebrand. We developed a modern identity system that included on-air design, off-air marketing, digital platform, audio identity, and corporate collateral.

 
 

 

AMAZON —
PRODUCT LAUNCHES

AGENCY: Eyeball
ROLE: Co-Executive Creative Director
with Limore Shur & TJ McCormick

I led many initiatives for Amazon while at Eyeball, including multiple product launches for Amazon Kindle. I also led development of the design and audio branding for both the Amazon Studios and Amazon Originals logos.

Of the many projects I can't share here, one of the most fun was directing seven short docs to promote Amazon Studios first pilot season for its kids programming. 

 
 

 

JOHN LENNON: THE BERMUDA TAPES —
iOS APP

AGENCY: Eyeball
CODING: Design I/O
ROLE: Sound Director, Sound Designer, Composer, Remixer

I worked with co-directors Michael Epstein and Mark Thompson to oversee sound design, cleanup and mixing of a vast array of archival material for this wonderful iOS app that benefits WhyHunger.org. I also composed original score elements and was given approval from Yoko Ono to create an exclusive remix from multiple versions of John Lennon's "I'm Losing You."

 
The app was a Communications Arts 2015 Interactive Annual Competition Winner, SXSW 2014 Interactive Awards Finalist, Future of Storytelling 2014 Prize Finalist, IDFA DocLab Competition Finalist, Sónar+D Official Selection, and was named Paste Magazine's #1 Music App of All Time.
 
 
 
 

 

CMJ MUSIC MARATHON —
2014 FESTIVAL IDENTITY

AGENCY: Eyeball
ROLE: Executive Creative Director
CD/DESIGNER: Joshua Kopeika 

CMJ needed to create a design package that would telgraph the DIY ethic of the indie music community. Working within a very tight schedule, we conceived an approach based on the contrast between a clean, modern typeface and colorful, glitchy backgrounds crafted with a combination of analog and digital techniques. We delivered a new logo, design toolkit, and style guide that was built to empower the CMJ team to produce all collateral including posters, print ads, badges, and their new app and website.

 
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OXYGEN —
REBRAND (2014)

AGENCY: Eyeball
ROLE: Co-Executive Creative Director with TJ McCormick
Creative Director: Kinda Akash

We were asked by Oxygen to help redefine the channel's voice with a focus on millennial women. I led development of the new brand identity, restructured the editorial approach, and crafted a new tone of voice for all platforms. Within two months of re-launch, Oxygen had exceeded its goals, becoming the youngest women’s network in primetime by 8 years and delivering 26% more 18-34 women.

If you're looking for my more recent rebrand of Oxygen, you can find it here.

 
 

 

A&E —
BATES MOTEL

AGENCY: Loyalkaspar
AUDIO AGENCY: Eyeball
ROLE: ECD, Music Creative Director, Composer
COMPOSERS: Michael Picton, Eric Stamile

We created the main title cue and all original music and sound design for teaser campaigns that launched Bates Motel season 1 and season 2.

 
 

 

SHOWTIME —
DJ SERIES

AGENCY: Eyeball
ROLE: Concept, Director, Writer, Video Editor

In 2000, Showtime approached Eyeball to create interstitials for the launch their millenial-targeted Showtime NEXT channel. As a budding musician and filmmaker, I pitched my dream project: interview ten of the hottest young DJs and animate shorts-within-shorts of their worst gig ever. 

I traveled across the country filming DJ Craze, Disco D (RIP), Vinroc, DJ Icon, DJ Charly, Infamous, Reid Speed, Terrac, Star Eyes and DJ Verb, while back in the studio we designed anime-styled characters and unique styles for each of the prodigious talents.

 
 

 

RAWKUS RECORDS —
MOS DEF, TALIB KWELI, PHAROAHE MONCH, NATE DOGG, HI-TEK

ROLE: Video Editor

The early days of Eyeball coincided with an era of New York hip-hop that was defined by a new wave of artists like Mos Def and Pharoahe Monch, represented by Rawkus Records. As I arrived at the company, we finished up the now-classic "Miss Fat Booty" video for Mos Def, and with the projects that followed I was given creative freedom to own editorial and post-production supervision.