https://michaelpayan.com/home daily 1.0 2026-03-10 https://images.squarespace-cdn.com/content/v1/67ccb7ae1cd15013c6dc96f2/a8371c00-82bc-47e1-a7e1-88eb2d8fe2fb/skullcandy-logo-png_seeklogo-228216.png https://images.squarespace-cdn.com/content/v1/67ccb7ae1cd15013c6dc96f2/fa6c506d-d442-4b03-9d97-98231b2392d6/Google_Maps_Logo_2020.svg.png https://michaelpayan.com/about-me daily 0.75 2026-03-10 https://michaelpayan.com/my-work daily 0.75 2026-07-05 https://images.squarespace-cdn.com/content/v1/67ccb7ae1cd15013c6dc96f2/3f812189-b8c8-4bd0-90d7-2379526d41e0/Vintage+Cleaning+logo.png https://images.squarespace-cdn.com/content/v1/67ccb7ae1cd15013c6dc96f2/302b8f02-db02-4ac2-85bb-76add2a85bf2/a794a9bd-be01-49c4-b593-5b005fa0af0e.png https://images.squarespace-cdn.com/content/v1/67ccb7ae1cd15013c6dc96f2/8b9f91a7-d74d-49f6-907a-3136838a7125/Screenshot+2026-07-05+at+12.22.39%E2%80%AFAM+copy.png https://michaelpayan.com/back-to-the-roots daily 0.75 2026-07-05 https://images.squarespace-cdn.com/content/v1/67ccb7ae1cd15013c6dc96f2/35a63ddf-64c8-4b84-b8fb-86bb8b518840/Teambilt+Logo.png https://images.squarespace-cdn.com/content/v1/67ccb7ae1cd15013c6dc96f2/dd558e42-1344-493c-978e-a75969e12959/Untitled+design-Picsart-BackgroundRemover.png https://images.squarespace-cdn.com/content/v1/67ccb7ae1cd15013c6dc96f2/a95562ef-a21e-4554-8cde-bf409526a1d7/Gemini_Generated_Image_ygfk73ygfk73ygfk-Picsart-BackgroundRemover.png https://images.squarespace-cdn.com/content/v1/67ccb7ae1cd15013c6dc96f2/302b8f02-db02-4ac2-85bb-76add2a85bf2/a794a9bd-be01-49c4-b593-5b005fa0af0e.png https://images.squarespace-cdn.com/content/v1/67ccb7ae1cd15013c6dc96f2/2695bf54-d1a2-4896-998e-be82d10fcc2e/Untitled+design-Picsart-BackgroundRemover.png https://images.squarespace-cdn.com/content/v1/67ccb7ae1cd15013c6dc96f2/728e9ab9-62f2-4eaf-a937-8a147ab0b763/unnamed-Picsart-BackgroundRemover.jpg https://images.squarespace-cdn.com/content/v1/67ccb7ae1cd15013c6dc96f2/118c8cbf-e046-48fb-82fe-5b830095d9fb/60e3b4bf-997d-49ad-aed5-a6be2060ca73-Picsart-BackgroundRemover.png https://images.squarespace-cdn.com/content/v1/67ccb7ae1cd15013c6dc96f2/e22cfdb7-ad45-441d-ba50-17bc30988612/fc245b13-6ea6-4ba5-8f3a-23c14f9d4fb7-Picsart-BackgroundRemover+%281%29.png https://images.squarespace-cdn.com/content/v1/67ccb7ae1cd15013c6dc96f2/2fce4d1f-b0f6-4f1b-a71b-5819b532420f/bd2f8ff2-47af-4513-9610-c28e75c03afe-Picsart-BackgroundRemover.png https://michaelpayan.com/the-collection daily 0.75 2026-07-05 https://images.squarespace-cdn.com/content/v1/67ccb7ae1cd15013c6dc96f2/35a63ddf-64c8-4b84-b8fb-86bb8b518840/Teambilt+Logo.png https://images.squarespace-cdn.com/content/v1/67ccb7ae1cd15013c6dc96f2/97570fa4-5e15-4905-981f-c810805dfde6/Screenshot+2026-07-05+at+12.28.36%E2%80%AFAM.png https://images.squarespace-cdn.com/content/v1/67ccb7ae1cd15013c6dc96f2/8b9f91a7-d74d-49f6-907a-3136838a7125/Screenshot+2026-07-05+at+12.22.39%E2%80%AFAM+copy.png https://images.squarespace-cdn.com/content/v1/67ccb7ae1cd15013c6dc96f2/a95562ef-a21e-4554-8cde-bf409526a1d7/Gemini_Generated_Image_ygfk73ygfk73ygfk-Picsart-BackgroundRemover.png https://images.squarespace-cdn.com/content/v1/67ccb7ae1cd15013c6dc96f2/2695bf54-d1a2-4896-998e-be82d10fcc2e/Untitled+design-Picsart-BackgroundRemover.png https://images.squarespace-cdn.com/content/v1/67ccb7ae1cd15013c6dc96f2/728e9ab9-62f2-4eaf-a937-8a147ab0b763/unnamed-Picsart-BackgroundRemover.jpg https://images.squarespace-cdn.com/content/v1/67ccb7ae1cd15013c6dc96f2/118c8cbf-e046-48fb-82fe-5b830095d9fb/60e3b4bf-997d-49ad-aed5-a6be2060ca73-Picsart-BackgroundRemover.png https://images.squarespace-cdn.com/content/v1/67ccb7ae1cd15013c6dc96f2/e22cfdb7-ad45-441d-ba50-17bc30988612/fc245b13-6ea6-4ba5-8f3a-23c14f9d4fb7-Picsart-BackgroundRemover+%281%29.png https://images.squarespace-cdn.com/content/v1/67ccb7ae1cd15013c6dc96f2/2fce4d1f-b0f6-4f1b-a71b-5819b532420f/bd2f8ff2-47af-4513-9610-c28e75c03afe-Picsart-BackgroundRemover.png https://michaelpayan.com/case-studies daily 0.75 2026-03-10 https://michaelpayan.com/case-studies/skullcandy-gaming monthly 0.5 2025-07-30 https://images.squarespace-cdn.com/content/v1/67ccb7ae1cd15013c6dc96f2/1f044418-c7a4-48c0-83f1-dc1a70b8c3d0/Skullcandy+Gaming_Intro+Slide.png Case Studies - Skullcandy Gaming https://images.squarespace-cdn.com/content/v1/67ccb7ae1cd15013c6dc96f2/1fa66da1-009f-4793-899e-00e4aa764237/Screenshot+2025-05-14+at+6.44.05%E2%80%AFPM.png Case Studies - Skullcandy Gaming Outlines the campaign’s central goal—to elevate Skullcandy Gaming’s market position through increased awareness, in-store presence, and a 20% sales boost—delivered through an immersive omnichannel experience. https://images.squarespace-cdn.com/content/v1/67ccb7ae1cd15013c6dc96f2/f48b0b24-e5a1-40c5-936c-7d9ce9bd76dc/Skullcandy+Gaming_PR+Release.png Case Studies - Skullcandy Gaming This slide features a condensed version of my official campaign press release announcing “Sound So Real, It’s Unreal.” It introduces Skullcandy Gaming’s immersive headset line and sets the tone for the campaign’s edgy, experience-driven message. The release includes quotes from founder Rick Alden and ambassador Tony Hawk to reinforce authenticity and excitement around Skullcandy’s return to gaming. https://images.squarespace-cdn.com/content/v1/67ccb7ae1cd15013c6dc96f2/146ce16f-e2d8-46f1-a8b1-1aa6a93052fa/Skullcandy+Gaming_Let%27s+Meet+Our+Personas.png Case Studies - Skullcandy Gaming https://images.squarespace-cdn.com/content/v1/67ccb7ae1cd15013c6dc96f2/f7328133-d613-43ad-b7ff-6ede8d83f05b/Skullcandy+Gaming_Mely.png Case Studies - Skullcandy Gaming Mely is a 21-year-old PR student and casual gamer from Dallas who plays to unwind and express herself. Social, stylish, and trend-savvy, she represents our primary audience—gamers who value performance and personality. Her lifestyle guided our campaign’s messaging and creative tone. https://images.squarespace-cdn.com/content/v1/67ccb7ae1cd15013c6dc96f2/a4dc8d31-802c-4179-bf10-16df5e488079/Skullcandy+Gaming_Jason.png Case Studies - Skullcandy Gaming Jason is a 24-year-old footwear developer from California who blends his passion for fashion, music, and gaming. Casual yet creative, he values stylish, comfortable headsets that deliver rich sound for immersive gaming. Jason represents the style-conscious, trend-driven segment of our primary audience, influencing our product design and messaging. https://images.squarespace-cdn.com/content/v1/67ccb7ae1cd15013c6dc96f2/1eb36fa2-e7b3-45b6-821f-86e461f97f8c/Skullcandy+Gaming_George.png Case Studies - Skullcandy Gaming George is a 27-year-old professional Twitch streamer and hardcore gamer from Atlanta. Competitive and charismatic, he invests in top-tier gear to maintain an edge and engage his audience. Balancing family life and career, George represents the serious gamer segment, guiding our high-performance product features and competitive messaging. https://images.squarespace-cdn.com/content/v1/67ccb7ae1cd15013c6dc96f2/777d96ea-9f44-4a54-8a00-932991c163d0/Skullcandy+Gaming_Campaign+Theme+Line%2C+Mantra%2C+%26+Moodboard.png Case Studies - Skullcandy Gaming https://images.squarespace-cdn.com/content/v1/67ccb7ae1cd15013c6dc96f2/683abd49-a18c-4ced-b337-e34a0ebc87cf/Screenshot+2025-05-14+at+7.18.30%E2%80%AFPM.png Case Studies - Skullcandy Gaming This slide introduces the core theme line of the campaign: “Sound So Real, It’s Unreal.” It captures Skullcandy Gaming’s unique value—an immersive audio experience that blurs the line between game and reality—while reinforcing the brand’s cool, expressive identity. https://images.squarespace-cdn.com/content/v1/67ccb7ae1cd15013c6dc96f2/d659966e-aada-4acc-acbe-8c71115ad54b/Skullcandy+Gaming_Mantra.png Case Studies - Skullcandy Gaming This slide brings the theme line to life through a brand mantra—a cinematic voiceover-style message that immerses the audience in the emotional and tactical advantage Skullcandy Gaming headsets offer. It positions sound not just as audio, but as a competitive edge that makes gameplay feel real. https://images.squarespace-cdn.com/content/v1/67ccb7ae1cd15013c6dc96f2/eb93181c-b2ee-4274-a8b6-4628d94b0d87/Skullcandy+Gaming_Moodboard.png Case Studies - Skullcandy Gaming This slide introduces the visual identity of the campaign, built around a cyberpunk aesthetic with neon lighting, glowing tech, and saturated colors. The look reflects the edgy, immersive, and high-energy vibe of today’s gaming culture—perfectly aligning with Skullcandy’s brand personality and appeal to both casual and hardcore gamers. https://images.squarespace-cdn.com/content/v1/67ccb7ae1cd15013c6dc96f2/5594ca72-1833-4d8d-ab67-af0626c29264/Skullcandy+Gaming_Think%2C+Feel%2C+Do.png Case Studies - Skullcandy Gaming This slide distills the core psychological impact of the campaign. The goal is for the audience to think “This headset is different,” feel excited and inspired to play, and ultimately do—purchase the headset. It all leads back to the singular truth: Be cool and win—with an immersive gaming headset from Skullcandy. This framework ensures the message is both emotionally compelling and action-oriented. https://images.squarespace-cdn.com/content/v1/67ccb7ae1cd15013c6dc96f2/e88d08de-d630-4b9d-968b-8acc2f0aaed8/Skullcandy+Gaming_ADLOB+1.png Case Studies - Skullcandy Gaming This slide presents two ADLOBs for the PLYR headset—one featuring Tony Hawk to boost cultural relevance, and the other spotlighting the product’s sleek design. Both ads highlight key features like 24-hour battery life, ESP, and the Clear Voice Smart Mic, with the campaign tagline “Sound So Real, It’s Unreal” and a strong clear call to action. https://images.squarespace-cdn.com/content/v1/67ccb7ae1cd15013c6dc96f2/de7b682c-523d-466a-8cc6-a28e8dc7b690/Screenshot+2025-05-14+at+7.41.38%E2%80%AFPM.png Case Studies - Skullcandy Gaming This slide outlines how the $1.5 million budget is allocated—80% to Paid, 15% to Owned, and 5% to Earned media. The breakdown reflects both asset creation and distribution costs, strategically aligned with campaign goals and buyer journey insights. https://images.squarespace-cdn.com/content/v1/67ccb7ae1cd15013c6dc96f2/61d35803-4b08-4d3e-a65c-a3326d96593d/Skullcandy+Gaming_Paid+Media.png Case Studies - Skullcandy Gaming This slide outlines the 80% Paid Media allocation, including influencer collabs (10%), social ads (5%), SEM (10%), in-store promos (15%), Amazon ads (15%), a viral MLG event (5%), and a Chief Audio Officer campaign (20%) with Metro Boomin or FaZe Banks—each driving awareness, engagement, and sales. https://images.squarespace-cdn.com/content/v1/67ccb7ae1cd15013c6dc96f2/d42e6156-16ad-4e47-a797-9a60f01f1d99/Skullcandy+Gaming_ADLOB+2.png Case Studies - Skullcandy Gaming This slide showcases three campaign hero concepts: FaZe Banks and Metro Boomin as potential Chief Audio Officers—leveraging their influence in esports and music to drive credibility and hype—and a giant headphone installation at MLG Events, offering an immersive, shareable experience designed to go viral and amplify brand exposure. https://images.squarespace-cdn.com/content/v1/67ccb7ae1cd15013c6dc96f2/08adbe1c-e0a8-4400-b843-d64ad5d53ba1/Screenshot+2025-05-14+at+8.09.06%E2%80%AFPM.png Case Studies - Skullcandy Gaming Owned media includes website optimization, automated email/SMS flows, and regular social media content. Earned media focuses on a referral program, encouraging user reviews, media outreach to IGN, and hosting live events to boost engagement. https://images.squarespace-cdn.com/content/v1/67ccb7ae1cd15013c6dc96f2/9de44a60-f5bf-4ef9-9fbf-7955fac32ce5/Skullcandy+Gaming_Campaign+Timeline.png Case Studies - Skullcandy Gaming This slide outlines the campaign’s major phases—from the tease in April 2025, the kickoff at PAX East in May, the Chief Audio Officer announcement in June, influencer collaborations in November, through to the campaign wrap-up and evaluation in February 2026. https://images.squarespace-cdn.com/content/v1/67ccb7ae1cd15013c6dc96f2/9c9de03d-ae1f-4b38-af60-7c8d7727e0aa/Skullcandy+Gaming_Test%2C+Measure%2C+Optimize.png Case Studies - Skullcandy Gaming This slide highlights our ongoing optimization process with weekly metric tracking, bi-weekly performance reviews, and monthly strategy check-ins to ensure continuous improvements and maximize ROI. https://images.squarespace-cdn.com/content/v1/67ccb7ae1cd15013c6dc96f2/588ae0d6-6cfc-465e-9ed2-621f0af08d3c/Skullcandy+Gaming_Recap.png Case Studies - Skullcandy Gaming “Sound So Real, It’s Unreal” is a 10-month campaign built to boost Skullcandy Gaming’s visibility and sales by 20%. With a focused media mix and standout tactics like influencer partnerships, immersive activations, and optimized digital channels, the campaign launches at PAX East in May 2025 and builds momentum through the CAO reveal in June and a major push in November. https://images.squarespace-cdn.com/content/v1/67ccb7ae1cd15013c6dc96f2/b6a48f7e-319a-4e23-9ebc-5a48545646fd/Skullcandy+Gaming_Closing+Slide.png Case Studies - Skullcandy Gaming At the heart of this campaign is more than just sound—it’s the power to immerse, excite, and elevate the gaming experience. Skullcandy Gaming is ready to make it real… so real, it’s unreal. Let’s dominate online, own retail, and take Skullcandy Gaming to the top. Thank you. https://michaelpayan.com/case-studies/google-maps monthly 0.5 2025-07-30 https://images.squarespace-cdn.com/content/v1/67ccb7ae1cd15013c6dc96f2/2c40006c-6491-49c9-9698-e502de7ebb14/Google+Maps+Intro+Slide.png Case Studies - Google Maps https://images.squarespace-cdn.com/content/v1/67ccb7ae1cd15013c6dc96f2/8edfd7fb-6cfd-4e67-990d-5a4ca9fd96cf/Google+Maps_Christina.png Case Studies - Google Maps Meet Christina, a 29-year-old frequent traveler whose needs and frustrations shaped the direction of the Vacation Mode feature. She values safety, authentic experiences, and minimal app-switching. https://images.squarespace-cdn.com/content/v1/67ccb7ae1cd15013c6dc96f2/8d248f08-4821-44c3-b37f-3cbb76be00b4/Google+Maps_CR.png Case Studies - Google Maps Insights from real user interviews highlight common frustrations with Google Maps—such as a lack of personalized recommendations, safety info, and local event discovery. https://images.squarespace-cdn.com/content/v1/67ccb7ae1cd15013c6dc96f2/6313640e-6dae-43a9-8aec-58c1ce69bfe9/Google+Maps_User+Story.png Case Studies - Google Maps This story outlines Christina's goals while traveling, emphasizing her desire for a single app that supports authentic exploration with safety in mind. https://images.squarespace-cdn.com/content/v1/67ccb7ae1cd15013c6dc96f2/7e28189b-f477-4176-9a8b-ea83e344136f/Google+Maps_Journey+Path.png Case Studies - Google Maps A visual journey showing how Christina would ideally interact with Vacation Mode, from planning her day to discovering safe, local experiences effortlessly. https://images.squarespace-cdn.com/content/v1/67ccb7ae1cd15013c6dc96f2/7191efe2-118d-4b04-a3fb-5138866126b5/Google+Maps_Prototype.png Case Studies - Google Maps Check out the hi-fi prototype for Vacation Mode, featuring UI elements that introduce safety ratings, personalized tips, and enhanced feature awareness.