Baltimore Orioles owner John Angelos approached Counts to help reimagine the experience of going to see a Major League Baseball Game, and provide new ways for the organization to connect and engage with their fans. In anticipation of the 2019 opening day, Counts, along with his hand picked team of producers and creative service providers, is implementing a suite of entertainment properties that will elevate and redefine the fan experience.
One of the biggest insurers in the world brought on Counts as an out-of-the-box thinker and creative problem solver to address a customer experience issue that was an unexpected and indirect byproduct of their recent global rebrand. Through this engagement, one unlike any other in his career, Counts revealed that his unique creative approach—an approach that has resulted in award winning and critically acclaimed attractions, experiences and theatrical productions—could be applied to more traditional branding, marketing and business challenges. The work that Counts did for MetLife is being applied in ways big and small and will likely have a material impact on the company’s brand identity in markets around the world.
In late 2017, Counts was engaged by Amgen, one of the world’s largest privately held pharmaceutical companies, to create an immersive attraction as a means of extending an international advertising campaign and engaging doctors and industry trade ambassadors at the International College of Cardiologists Convention and other other trade shows. Based on the “escape” concept of the existing campaign, the attraction took the form of a complex and high-tech escape room experience. Amgen is already remounting it in other cities and with plans of expansion in 2019 and beyond.
Counts served as Creative Director for the Michael Kors brand launch event in Shanghai. A one-of-a-kind immersive theatrical event designed to offer the “jet set” experience and transport people to the world of Michael Kors, the design featured one of the largest high-resolution video projections ever done and the largest eyeliner projection screen ever made among countless theatrical special effects. As a result of its success for the Kors brand, the production is being re-purposed for upcoming brand launches in Tokyo, Rio, and other market throughout 2015 and 2016.
In an opening night party of Art Basel Miami Beach at the newly opened Casa Casaurina, Counts and the Yellow Arrow Mobile App/Global Public Art Project, created an immersive installation and exhibition for Piaget. The event was regarded as a “Who’s Who of the art and society worlds, which earned Piaget prime placement in WWD‘s social column” (the Rummormill Online).
Counts teamed up with Lena Dunham and Fun front man Jack Antonoff to conceive a unique fashion show concept and presentation for the Betty & Veronica by Rachel Antonoff brand for the 2016 New York Fall Fashion Week. What transpired was a theatrical fashion event that combined the world of comics and pop art with the world of high fashion. The brand represents an extension of Archie Comics on its 75th anniversary debuting around the launch of the highly anticipated show “Riverdale” on the CW. The show, designed and directed by Counts, was widely regarded as a high point of NYFFW and was considered a powerful introduction of a new fashion brand.