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Making awesome things with computers and knowledge.

Secret Laboratory is the portfolio of NYC Based Creative Technologist Andy Schaaf.

He has a background in graphic design and over a decade of experience in building web and touch screen applications.

If you see something you like, or have an idea you'd like to discuss, feel free to drop a line.

 
Nike Women's Spring Collection
Client
Nike
Dick's Sporting Goods
Agency
Steady LTD
2012

I created a custom application that would help manage a space within the Dick's Sporting Goods retail website dedicated to showcasing Nike Women's apparel current seasonal directives.

The custom administration interface allows a user to create new groupings of looks based on a specific product, and associate any number of styled looks to the grouping. Each look has a front / back view and a zoomed in version of each view as well. The CMS interface lets a user manage all related look assets, as well as page meta data which plays a major role in the goal of driving social media traffic and improving SEO.

To visit the lookbook, check out http://nikeatdsg.com/shop-womens/

Roles
UX Design
Visual Design
PHP Development
Javascript Development
HTML/CSS Development


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Nike x Foot Locker - House Of Hoops Touchscreen Kiosk
Client
Nike
Footlocker
Agency
Steady LTD
2010 - 2013

I developed a custom touch screen Actionscript application to be embedded in-store at various House Of Hoops Locations.

Nike had chosen to use a vendor named ECast to be the hardware provider. These touch screen units ran a version of the Flash player with some proprietary elements, but were mainly used in bars as touch screen juke boxes.

I created a custom component within the House Of Hoops Website CMS application to manage content deployments to the in-store units.

For the first version of the application, I had written custom swipe detection which is demonstrated in the video below.

The project has seen multiple versions. The video demo is from the first version in 2010. The screenshots are from the current live version which is still being maintained as of 2013.

Roles
Creative Strategy
Rapid Prototype Development
UX Design
Visual Design
Actionscript Development
PHP Development


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Nike x Foot Locker - House Of Hoops Website / Content Management Platform
Client
Nike
Footlocker

Website
Agency
Steady LTD
2010 - 2013

I was asked to build out a redesign of the House Of Hoops website and develop a custom content management platform in PHP.

The House Of Hoops CMS platform allows an administrative user to create new content features, promote lead product stories, add and maintain news post, manage product release information, as well as managing store locator information and a calendar of upcoming in-store releases.

The application features functionality such as time sensitive item publishing for product release information, and the ability to override standard template pages with custom code. This gives the client the flexibility to override the output of any page rendered by the application and make a totally custom experience without having to alter the main site codebase.

The whole system has been designed to work with a multiple server environment, with all site edits being made on a staging environment. The client could then approve the updates and publish them to the live website with a simple press of a button.

Roles
Creative Strategy
UX Design
Visual Design
PHP Development
Javascript Development
HTML/CSS Development


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  • Nike Tsa 1
  • Nike Tsa 1
  • Nike Tsa 1
 
Nike Pro Combat Touchscreen Installation With RFID Recognition
Client
Nike
The Sports Authority
Agency
Steady LTD
2011

I developed a touch screen application to promote Nike's PRO-COMBAT line of training and game day products, to be installed in a large floor display within The Sports Authority, in Beaverton, Oregon.

I prototyped the initial concept in Flash and played with the idea of the split screen animation based off a detail noticed in that season's visual center

We decided to add an additional level of interaction to the application by having RFID chips embedded within a subset of shoes that were allocated to the display. When a particular shoe was picked up and placed on a pedestal mount hiding an RFID reader, the application was designed display information about the requested product which the user then could further interact with.

Roles
Creative Strategy
Rapid Prototype Development
UX Design
Visual Design
Actionscript Development


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Keds x Bloomingdales x The Whitney Touchscreen Experience
Client
Keds
Bloomingdales
The Whitney
Agency
Night Agency
2010

In 2010, I was the technical and creative lead for an application developed for a special project with Keds and The Whitney Museum.

We were given 6 store front windows of Bloomingdales on Lexington Avenue in Manhattan to promote a "DIY" campaign that Night Agency had developed. They decided to have some art students create live paintings and showcased a shoe designed by artist Jenny Holzer within the first three windows. I was tasked with coming up with an interactive concept we could execute quickly for the remaining three windows.

Based off the online customization application that I had developed a few months prior which allowed a user to customize a pair of Keds, then purchase them online, I developed a stripped down touch screen version to be embedded within 2 of the windows as part of our installation as a Flash application.

A simplified approach to the design tool allowed a user to start a shoe and email it to themselves to finish and purchase at a later time, via the Keds website. My friend and über-talented developer Ramon Torres helped devise a system that allowed us to monitor the status of our application and reboot the system remotely if we encountered any problems. We were also able to push application file updates to the system remotely if needed.

The touchscreen application was developed to work in conjunction with a capacitive touch film that was mounted on the inside of the window glass so a user could interact with the application while standing on the sidewalk. This was one of the first applications of it's kind in an outdoor environment, and a first for Bloomingdales. The application ran non-stop for 3 weeks, with one scheduled reboot at 4am every morning. The application also ran simultaneously at a Gap "White Space" Pop up space on 54th St and 5th Ave.

Kenny Pascal handled the motion graphics for the 3x3 video display in the center window and our team basically pulled this whole thing together in about a week and a half from start to finish.

Roles
Creative Strategy
Rapid Prototype Development
UX Design
Visual Design
Actionscript Development


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Keds Shoe Configurator
Client
Keds
Agency
Night Agency
2009

I was the lead Flash developer during Night Agency's digital refresh of the Keds brand.

One of the client requests was to rebuild a customization tool for the Keds Champion shoe model. Keds was working with Zazzle.com to provide canvas printing on custom shoes, but the customization tool resided on Zazzle.com.

After a few weeks of reverse engineering server calls and a lot of late nights, I had rebuilt the entire application interface in Actionscript.

My friends Ramon Torres and Darius Daftary kicked ass with handling the PHP services that powered the application. The project launched in 8 weeks from start to finish, and then included a second phase where Men's Pro-Keds shoe models were also added.

Roles
Creative Strategy
Rapid Prototype Development
UX Design
Visual Design
Actionscript Development


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Champion Hoodie Remix
Client
Champion
Agency
Night Agency
2008

I was contracted to build a design tool that would allow users to customize Champion hoodies for an online promotion. Utilizing some greyscale trickery and some Bitmap displacement techniques that were newly available to Flash at that time, we were able to simulate tiled patterns along curves.

The result? A lightweight application that supported an infinite amount of RGB color combinations and a pattern library of over 120 patterns, all under 6 megs.

The contest ran for 3 months, and fielded approximately 200k submissions from over 90k users. In the end the winning hoodie was produced and available at a number of Champion retailers.

Hoodie Remix was TheFWA Site of the Day, March 20, 2009

You can still view the site in action here
hoodieremix.com/#design

Roles
Creative Strategy
Rapid Prototype Development
UX Design
Visual Design
Actionscript Development


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Andy Schaaf

Creative Technologist

As long as I can remember, I've loved art and drawing on things because my father was a bit unorthodox and gave me tattoo flash sheets to play with instead of coloring books as a child. I was a little kid in the 80s when Nintendo came out, and have an older brother who had a Commodore 64. I used to sneak on it to play video games. He hated that I'd sneak on to his computer and use it without asking, but he wasn't around to ask, so I got very good at a young age at figuring out how to break and fix things fast before he found out. Playing video games, learning how to do the turtle trick in Super Mario Brothers and finding hidden warp zones. This type of stuff lead me to have an interest in computers as I got older.

I have a classically trained art background and a very strong work ethic. I graduated at the beginning of the dot-com boom. I was lucky enough to get a job right out of school and grow with the industry. I learned Flash as it was developing and was eventually tricked into becoming a programmer. Now I do a lot of my work with CakePHP, as well as a bit of front end development with HTML / CSS / Javascript.

My client list includes McCann-Erickson, Amster Yard, Bacardi, Topps, Velour Records and a number of small businesses in the downtown New York area, as well as Hanes, Champion, Sony Records, Loud Records, Johnson & Johnson, Dial, Keds and Nike.

I'm always interested in a challenge. With my work, I strive for a harmony between design and code. I love programming things with fluid motion that work efficiently and are aesthetically appealing. I love playing with typography and color, as well as pacing and cadence. I guess I've never felt limited to playing one side of the desk. (...and upon writing that I also realize that I've worked in some pretty tiny offices.)

Outside of work, I love visual art, music, sneakers, observational humor, blatant honesty, traveling and experiencing different cultures.

I am available for contract work.

If you have any questions, please feel free to drop me a line.



Awards / Recognition
  • OMMA - Website Excellence (Sept 2010) - Keds.com
  • OMMA - Integrated Online Campaigns (Aug 09) - Hoodie Remix
  • FWA S.O.T.D (March 09) - Hoodie Remix
  • Adobe Site Of The Day (Sept 07) - EsquireNorth
  • Adobe Site Of The Day (Sept 07) - GE Money Financial Calculators
  • Adobe Site Of The Day (Aug 06) - Live Buy It
  • Adobe Site Of The Day (Sept 06) - 30 Days Of Fashion
  • Macromedia Site Of The Day (Aug 01) - Amster Yard

Featured in Motion Graphics: Web
(Watson-Guptill; 1st edition (August 15, 2002))

Exhibited interactive work at "El Mundo Nuevo" Valencia Spain - 2001

Me at Artbasel 2010
6am. In front of a public art mural I participated in at the Wynwood Walls Festival during Art Basel, Miami, 2010.

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Skills / Expertise
  • Art Direction
  • Creative Strategy
  • Front-End HTML/CSS Development
  • Javascript Development
  • PHP Development
  • Actionscript Development
  • Rapid Prototype Development
  • Mobile Application Design / Development
  • Touchscreen Experience Design / Development
  • Knocking It Out In General


Contact Info
Andy Schaaf
secretlaboratoryllc@gmail.com
Phone: 718.483.0613

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