Tide Cold Callers / The two coldest icons in pop culture call on America to turn to cold water washing with Tide

IDEA

To convince American of that Tide cleans better in cold than the bargain brands do in hot, we enlisted the two coldest icons in pop Culture – Ice-T and Stone Cold Steve Austin to literally call on American to #Turn2Cold. From their call center, they cold call everyone from Mr. T. and Vanilla Ice to Annie Murphy and Mark Messier.

IMPACT

This campaign supports P&G’s “Ambition 2030” program which aims at reducing 27 metric tons of greenhouse gases–the equivalent of removing a million cars from the road.

RECOGNITION

Media: Adweek | AdAge | Creativity Top 5 of the Week | People | Today | Bleacher Report

The Nike NBA Connected Jersey  / The NFC-powered technology that reinvented a sports icon and brought fans closer to the game than ever

IDEA

The Nike NBA Connected Jersey is an NFC chip-enhanced jersey powered by the new NikeConnect System. Just by tapping their gear, fans get next-level access to their favorite teams and players, exclusive NBA content, NBA 2K boosts,  and pre-drop Nike offers.

recognition

Media: Mashable | Creativity | ESPN | Sport Illustrated | TechCrunch | FastCo. Business Insider | Esquire | GQ | High Snobiety | PSFK | Design Boom | CBS Sports | Complex | Engadget | HypeBeast | Design Taxi | ArsTechnica | Yahoo Sports | Phys.org | Digital Buzz Blog

Spotify Discover Weekly / The algorithm that changed the music streaming game

IDEA

Discover Weekly is a music recommendation algorithm unlike any other. It leverages your specific music taste profile and cross matches it with the playlist curatorial habits of over 100 million users to serve you a hyper-personalized playlist of new music that feels both fresh and familiar.

Originally ideated as part of Spotify's Year In Music, instead Discover Weekly became something more – a core feature on the Spotify platform.

IMPACT

• Nearly 2 billion streams within the first six months of launch.

• Out of the gate it garnered more than twice the number users of Apple Music and Tidal combined.

RECOGNITION

Awards: One Show x 2 | Webby Awards x 2 | Cannes Lions shortlist x 2

Media: Wired | Gizmodo | Time | Buzzfeed | Verge | Business Insider | Engadget | WSJ | Vogue | Fast Co. | Forbes | TIME | Billboard

Google Color Project / A Google Earth permanent art installation

IDEA

In a collaboration with MPC New York, we were invited to contribute a generative artwork for the IFP Media Center’s high profile launch. ‘The Color Project’ utilizes Google Earth, and custom software that programmatically records the geographical features of various locations (based on locations from many films championed by IFP), presented on an impressive wall of 27 HD screens. The project focuses on exploring narratives through color, line, and form found in geographic satellite imagery.

IMPACT

• The launch piece remains on show at the IFP center as one of five permanent installations.

RECOGNITION

Wired | Filmmaker | PSFK | Huffington Post | Brain Pickings | Design Boom | Creative Applications Network 

Coldplay Global Concert / An interactive live event that crashed YouTube and Twitter

IDEA

We worked directly with Coldplay to pull off a live, fully immersive, music experience broadcast worldwide. Through a microsite, fans were able to create customized animated graffiti butterflies, which were collected and distributed via Facebook. During the performance, the butterflies were unleashed in a crowd-sourced multiscreen video, as fans everywhere watched around the world.

IMPACT

• At 20 million views to date, the show stands as the largest single artist livestream in YouTube history

• So massive, it crashed both YouTube and Twitter

• First live concert ever simultaneously streamed on YouTube, banners, GoogleTV and on a multiscreen experience in Times Square

RECOGNITION

New York Times | Rolling Stone | The Huffington Post | Mashable | Forbes | Billboard | CBS News | Stereogum | Communication Arts

Walmart Go Back Big / The Back to School Campaign So Fresh, Lana Del Rey Ripped It Off

IDEA

We worked with award-winning director Dante Ariola to help us create an epic, cinematic film that brought to life every kid’s fantasy to go back big. Not only was this campaign the highest performing back-to-school campaign in 2019, beating out Nike and Target, it also became the inspirational music video treatment for Lana Del Rey’s hit summer song, “Doin’ Time.”

IMPACT

According to a Yougov poll conducted in August, it “took the pulse of the relationship between a brand’s word-of-mouth exposure and actual purchase consideration, demarcating the difference between brands that are simply buzzworthy and those that will actually perform well in the back-to-school season.

For instance, Walmart—clearly a dominant force in 2019—scored highly in both metrics, outperforming all brands and retailers in both word-of-mouth exposure and purchase consideration.

In terms of top value, respondents said thatWalmart will be the foremost retailer in that respect this year, earning a value score of 41.5 from the poll’s respondents on a scale of -100 to 100.

YouGov’s poll was able to identify the brands that gained the most ground with shoppers over the summer as they prepare for the back-to-school season.

Walmart led all brands and retailers in the poll with a purchase consideration rating of 54 percent, far ahead of Nike’s 38 percent in second place. Target rounded out the top 3 at 34 percent.”

Dove Have Your Say / IBM Watson-powered fight against media sexism in sports

IDEA

Every day the media focuses on a female athlete's appearance rather than her performance. So we used IBM Watson to track the internet (publications, live video and radio broadcasts) for real-time media judgments of female athletes’ appearance and empowered the world to respond directly to sexist quotes on social media.

IMPACT

• 1.2 billion impressions

• 321 million people reached

• 40,000 organic tweets

RECOGNITION

Awards: 3x Cannes Shortlist | 2x Webby Awards | FWA | Awwwards Nominee

Media: Mashable | PSFK | ADC | Creativity | Adweek 

Troll Tax / A platform that transforms hateful tweets into donations toward social justice.

Our partnership charities

IDEA

Instead of engaging in pointless, emotionally draining arguments with trolls on Twitter, simply paste the URL of their tweets on the Troll Tax site (or Chrome Extension) and donate to one of several charities in their name. The perfect reply tweet is generated, tagging the troll, announcing publicly that their vitriol has elicited a donation. This reply tweet also links to a leaderboard that shows the troll’s Twitter handle and how much money has been raised from their online vitriol. Other users can add donations, effectively “feeding the troll” in the best way possible – with kindness.

RECOGNITION

FastCo. | PSFK | The Guardian | TrendHunter | AdForum | MediaPost | Campaign Live | The Drum

Under Armor Curry Two / The loudest shoe launch in history

IDEA

We challenged Dub Nation – the loudest fans in the NBA – to break their own loudness record to unveil Steph Curry’s new sneakers. At center court we built a sound-responsive light meter that reacted to stadium roars and projected thousands of socially submitted videos.

IMPACT

• The loudest shoe launch in history

• 15 million+ impressions

• 99% positive net sentiment

• 2,079 social mentions

Reebok We R Classic / An art + pop culture collaboration with Swizz Beatz

IDEA

In a partnership with super producer Swizz Beats, we created a content platform, showcasing up and coming, as well as world class talent from every genre, reigniting the Reebok Classics brand. The all original content exhibited artists ranging from Lauren Hill and Erykah Badu to Common and Childish Gambino.

IMPACT

• The first shoe released on WeRClassic sold out online in just 10 minutes

• The Reebok Classics YouTube channel had nearly 17 million views

• International Party video had nearly 3 million views on YouTube

The New York Times / The launch of the world’s finest journalism in an app

Photography by Chris Ozer

IDEA

We were approached by The New York Times to help oversee their biggest product launch to date. While there, we helped lead the conceptual development and strategy of its market launch and ultimately created the branding platform, "Stories at the Speed of Life". We then led the design, visual identity and execution of the campaign which included work spanning across television, print, social, web, mobile and experiential. 

IMPACT

• Helped create a historic quarterly rise in revenue for the paper.

• Paid digital-only subscribers climbed to nearly 800,000 users, an increase of 39,000 subscribers from the previous quarter.

Flight Before Christmas / A virtual reality journey updates a holiday classic.

IDEA

We created a multisensorial installation that transported mall-goers to the North Pole via VR and and haptic technology. Arriving in the North Pole, each viewer received a virtual gift from Santa, which upon returning to the physical world, to their surprise, that exact gift had travelled back with them, redeemable just steps away at JC Penney.

IMPACT

• A total of spent 640+ hours enjoying the virtual reality ride

• Drove mall-goers directly in stores, resulting in 20,611 shoppers redeeming gift coupons

• 238 million impressions

• 40k + social mentions

• 99% positive net sentiment

Samsung / Films by The Selby

IDEA

We teamed up with The Selby, renowned documentary film director, photographer and illustrator to create a unique series of films serving as a homage and open love letter to the Samsung Note.

Skillshare / The Future Belongs to the Curious 

IDEA

Created the branding for Skillshare, a tech startup revolutionizing how the world learns.

IMPACT

• Our efforts grew the company over 700%

• Named one of the World's Most Innovative Companies by Fast Company

• Named one of the young, new companies leading the way at TED

• With no ad spending, our brand film "The Future Belongs to the Curious" went viral capturing several hundred thousand plays

• Vimeo Staff Pick brand video

• Notable instructors include Seth Godin, Marc Ecko, Gary Vaynerchuk, James Franco, Guy Kawasaki and Barbara Corcoran

RECOGNITION

Media: Fast Company | TED | Mashable | WIRED | PSFK | Today Show | Brain Pickings | Swiss Miss | New York Times | Business Insider | Forbes | The Atlantic | The Huffington Post | Entrepreneur | TechCrunch | The Next Web | INC

Office Max "Spread the Cheer" / The most viral website of all-time

IDEA

How do you pet people to start thinking about buying holiday gifts at an office supply store...with a limited production budget? You create 20 viral websites to entertain bored office workers.

IMPACT

• Considered “the most viral website of all time”

• Billions of site visits since inception

• One billion elves have been created on the platform since its launch

• A cultural phenomenon

• +100 million user-created videos on YouTube

• 6.5 centuries of total time spent engaging on all 20 sites, all in less than 5 weeks

RECOGNITION

Awards: One Show Merit x 2 | SXSW Interactive | Ad:Tech Awards x 3 |

Media: The New York Times | VH1 | Good Morning America | CNN | USA TODAY | TechCrunch | Forbes | Chicago Tribune | Entertainment Weekly's "The Must List" | VH1's "Best Week Ever"

*Some of the sites I worked on were You Got ELFed, Stuck to a Pole, North Pole Dancing, Faux Charity Donation, Mistletoe in an Elevator, Don't Shoot Your Eye Out and Arm Wrestle a Reindeer. 

The Starving Artists Project / A social art exhibition amplifying the voice of NYC’s homeless

IDEA

Every day the homeless reach out through the only means they have, scraps of cardboard and their own creativity. The problem is we don’t look, seeing their messages as an interruption to our day. Our mission is to redirect their artful cries for help from the streets to a forum where they can be properly appreciated, giving the homeless a more powerful voice, to bring about profound change.

The collection of diverse handmade cardboard signs, along with portraits of the artists taken by Andrew Zuckerman, debuted at the Dumbo Arts Center. A giant 4 ft tall collection cup was constructed and placed in the center of the gallery - all donations were given to the New York City Coalition Against Hunger and Holy Apostles Soup Kitchen.

IMPACT

• Several thousand dollars donated 

• Exhibited at the Dumbo Arts Center

• 75 artist signs featured 

• 35 portraits taken by Andrew Zuckerman

RECOGNITION

Media: Fast Company | Upworthy | Huffington Post | NPR | PSFK | Wired | Explore

Feedie / Transform the act of sharing food photos into the act of sharing actual food

IDEA

In a partnership with Mario Batali and Jamie Oliver, we created a platform that turns the act sharing food photos on social media into actually sharing food with disadvantaged children in South Africa, provided by The Lunchbox Fund.

IMPACT

• Over 12 million meals donated

• 600 million media impressions

• 14 million social media impressions

RECOGNITION

Media: Vogue September Issue | Google Sandbox | Mashable | ABC News with Diane Sawyer | Elle | Huffington Post | TIME | AdAge | Spotify | Bloomberg

Awards: FWA | Webby Honoree | Telly x 3

The Lincoln Motor Company / The reintroduction of an American icon

IDEA

Reintroduce the Lincoln automotive brand to the world as The Lincoln Motor Company and launch their flagship car the Lincoln MKZ.

Mercedes-Benz Uncharted / Hacked Instagram for a road trip to places never photographed

IDEA

By hacking into Instagram and Flicker, we mapped the web's millions of geotagged photos in order to discover photographically uncharted locations. Finding the most ideal coordinates, we generated a road trip map and sent two photojournalists from GQ and Condé Nast Traveler on separate journeys in the Mercedes-Benz GLC to document these "uncharted" locations.

Mercedes-Benz C Class Coupe / Parkour expert vs an RC Car vs C Class in a race like no other

IDEA

To show the performance abilities of the C-Coupe, we partnered with Devin Supertramp to create a race never seen before.

IMPACT

• Over 300,000 within 24 hours of launch

• Reached 3 million views in two weeks

Spotify Year In Music / The music and moments of millions of listeners across the globe

IDEA

The Spotify Year in Music wasn't written by the critics or dictated by sales - instead it was the first time the world listened to the listeners. Data unearthed fascinating human truths, reframing the year's events through the lens of music. In addition, users could get their own personal portrait - finally answering the question: "So what kind of music are you into?"

IMPACT

• Over 5 million site visits

• Over 1 million personal snapshots created

• Featured by hundreds of publications, both traditional and online

• Katy Perry - the most followed person on Twitter - tweeted her love

recognition

Awards: One Show x 2 | Clio x 2 | Mashable Mashie | LIA x 2 | Webby | OMMA x 2 | FWA x 2 | New York Festivals Nominee | Creative Review | aWWWards | CSS Awards | Cannes Lion Shortlist x 2 | Shorty Awards Nominee

Media: Buzzfeed | TechCrunch | Huffington Post | Billboard | Vice | Creativity | CNN | Business Insider | Gizmodo | Glamour | Complex | Time

Spotify Found Them First / Let cold hard data prove you were into a band before they became famous

IDEA

Found Them First analyzed your listening habits to see if you discovered an artist before they became famous. The platform allowed you to tweet directly to those artists so they could show love back to you.

IMPACT

• Part of the Spotify Singles, which had over 2 million visitors

• Over 200 million social media impressions

recognition

Media: Gizmodo | Business Insider | Verge | Engadget | Billboard | HighSnobiety | The Next Web | Hypebeast

Awards: One Show | Webby Awards | New York Festivals – Finalist x 3 | Shorty Awards | FWA x 2 | Awwwards

Smirnoff Red, White & Berry / Anthony Anderson Brings The Summer Flavor of the New America

TikTok x P&G / With 8.6 Billion Views, This 2020 Olympics Campaign Had 3 Billion More Views Than The Actual 2020 Olympics