Footlocker tapped VICE to make a series of social videos and posts for its “Behind the Label” campaign promoting Champion’s 100 Year Anniversary line. The animated photo collage, with stitching effects and layered text pulled from the jock tag, highlights the iconic Champion label itself, while exploring what it means to be a “Champion.”
Art direction and design by Molly Johnson, Photography by Andrew White, Animation by Gabriel Tick and Assaf Clements
This mini campaign for Midtown Athletic Club speaks to their heritage as the most elite tennis club in the country and their cultural emphasis on social interaction as a fun way to get fit. These OOH ads and TV spots feature the most unlikely partners coming together over a game of tennis.
Concept, art direction and design for Spork New York
A high school uses specially coded stray pills as an intervention tool for students at risk of opioid addiction.
**Placed top 5 in Grey’s Regional Council (North America).
Concept, art direction, design, and editing for Grey NY, CW: Evan Elberson, Spec Work
Millions of children around the world work in dangerous conditions as child laborers.
For Unicef's World Children's Day, we created LinkedIn profiles for children to appear on regular users' feeds, to disrupt their everyday professional networking.
The children’s profiles educate LinkedIn users on the reality of child labor, and give them an option to follow and donate to Unicef, with a one-time amount, or monthly through their LinkedIn account.
Concept and design for Grey NY, CW: Evan Elberson, Spec Work
Peet's Coffee was founded in Berkeley, California in 1966 as the first craft coffee company of its caliber. For fifty years, they have been doing things the same way: sourcing the best beans, hand-roasting in small batches and never compromising on freshness. Peet's changed how America looked at coffee, before the birth of Starbucks.
For their 50th anniversary campaign, we told their genuine and interesting story of craftsmanship, passion and commitment, reclaiming their history as The Original Craft Coffee.
On April Fool's Day (their actual birthday) we launched a "No Fooling" social campaign in which no lies were told- only the impressive truths behind Peet's honest business.
Concept, art direction and design for Cutwater SF, CW: Chuck McBride, Jay Brockmeier
New York, the sports capital of the world, has more teams than any other city. With more games, more scores, more players, more scandals, more coaches and more fans, New York really deserves its own nightly news show to cover it all. The "Infotainment" campaign demonstrates the logic of watching SNY's Geico SportsNite over "The World Wide Leader."
Concept, art direction and design for Spork New York
Gillette rewards men with great character in surprise barber shop interviews.
**Placed Top 20 in Grey's Regional Council (North America).
Concept, art direction and editing for Grey NY, CW: Evan Elberson, Spec Work
French's is the familiar, bright yellow flavor that seems to have a habit of showing up where good times are happening. In America's rapidly changing food landscape, French's never fails to bring good cheer to all it zests.
Concept, art direction and design for Grey NY, CW: Evan Elberson, Lead pitch idea
When kids hear a curse word in a movie, they will repeat it for days.
But what if kids asked their parents what “reprobates” means instead of “bastards?”
Introducing… Watch Your Language by YouTube Movies.
Concept, art direction, design and editing for Grey NY, CW: Evan Elberson, Spec Work
Ariat Rebar jeans are built for the athleticism required on the construction site, at the oil rig, or on the cattle farm. These heroic, story-rich images create superheroes out of Ariat's consumer base, highlighting the strength, agility, and muscle of the Ariat Workwear line. The imagination and youthfulness of this campaign helped to distinguish them in a category filled with weathered, grizzly old heroes.
The sister TV spot showcases the talents of professional stuntmen and parkour artists, to execute jaw dropping tricks in the Ariat Workwear boots, jeans, and shirts; a youthful demonstration of the products' flexibility and durability.
Art direction and design for Cutwater SF, CW: Chuck McBride
For Google's Micromoment's business, we created a series of B2B print ads and a short video illustrating the consumer's moment of intent. When your flight is delayed 24 hours, which hotel will be there to help you? When your car breaks down, how will you get home? We took these moments to a superlative, humorous level using pop culture references in both the print (an alien looking for Reeses Pieces) and the video (Brody "needs a bigger boat").
Concept, art direction and design for Cutwater SF, CW: Ray Connolly, Spec Work
MDsave, a rapidly growing tech startup, is the world's first healthcare marketplace. By collaborating with hospitals and insurance companies, they have been able to make standard procedures affordable and competitive.
With the upcoming presidential election, our strategy for their launch campaign became a message of empowerment. Don't wait for someone to fix healthcare. Do it yourself.
The launch video appeared on TV and social.
Concept, art direction for Cutwater SF, CW: Chuck McBride