CONTENT / DIGITAL
Seattle is a multi-sensory city. Urban landscapes and natural elements meld together in a way that overwhelms people with the sights, sounds and textures of the city. So instead a traditional advertising campaign “telling” people about Seattle, we created a platform that could immerse them in it. Visitseattle.tv, was an online content channel built to deliver video series that shared the experience and stories of the city in deeper, more meaningful ways.
Seattle First Takes was a short form series that captured the reactions of 8 first-time visitors to Seattle. We invited them to experience the city then describe it to us through each of the five senses.
Sounds by the Sound, was a long form multi-year partnership with Revolt.tv that resulted in a weekly broadcast show. Sounds by the Sound explored the intersection between Seattle’s music scene and culture at large. Each episode highlighted an aspect of Seattle’s culture (food, sports, tech, fashion, etc.) and how that influences the music scene, and vice versa, culminating with bands performing in one-of-a-kind Seattle locations.
Project Five by Five was a collaboration with SundanceTV where we commissioned 5 rising filmmakers to each create a film inspired by one of the senses.
Been There, Made That brought 5 ‘makers’ to Seattle, to use the city as their muse. They immersed themselves in the city’s culture then took those experiences back home to influence their next big creation. Grammy winner Emily King made a new song, James Beard winning dessert chef Jeni Britton Bauer a new ice cream flavor and artist Katie Deedy created a new wallpaper.
Check out all the videos or better yet, dive into the rabbit hole and go to visitseattle.tv.
TV / CONTENT
There’s nothing like that first leaf falling from the trees. It’s the starting gun for the best 3 months of the year. The crazy outfits, obnoxious decorations, parties and of course, loads and loads of food. It’s the one time of year everyone can let their inner 8 year-old out. We tapped into that unbridled excitement in Darigold’s new holiday campaign. Using a variety of video formats, we encouraged people to cut loose and Milk the Holidays.
TV / DIGITAL / CONTENT
American Girl was started as a means to empower young girls. But over their 20+ year history, the world had changed. Girls didn’t need to be empowered anymore, but they did need something else: to feel accepted and included. With the rise of social media, cyberbulling and the constant need to ‘compete,’ girls feeling more isolated than ever. It was time for American Girl to start a new conversation and become a beacon for a new, girl-inspired movement. We could unite girls into the largest team in the world. A team 3 billion strong that we called, Team Girl.
We started the movement by asking girls to make a pledge to each other. A pledge announced in a video then directing girls to make a pinky pledge to Team Girl.
Next, we let girls share their stories. Working with a group of adolescent female filmmakers to direct edit and score their own films, they told us what it’s like living as an American girl today.
STUNT / SOCIAL
Seattle is one of the most literate cities in the world. Given that, it’s no surprise that the city also happens to have the most “Little Free Libraries” per capita.
So to celebrate National Literacy Month, we worked with Visit Seattle to create a series of Seattle-inspired Little Free Libraries in Boston, Chicago and Austin (three cities that don’t have many of these already). We created 3 different libraries inspired by unique Seattle icons: Sasquatch, a Kayak and the Washington Ferry. Each one was filled with books related to Seattle and a bookmark encouraging people to post a pic and share their favorite Seattle book using #SeattleStory. For every post, Visit Seattle made a donation to Little Free Libraries to help build more libraries for the communities who really need them.
Aflac was known for the duck. But not much else. In fact, people didn’t actually know what Aflac sold - and when told it was supplemental insurance, they actually had no idea what that was either or why they’d need it. In reality, supplemental insurance was really lifestyle insurance. It was a means of protecting the way of life people had become accustomed to. It’s there to keep a broken leg from becoming a move back in with your parents. Or pneumonia from becoming a canceled trip to Hawaii.
Once people heard and understood that, the need became apparent.
DIGITAL / CONTENT / TV / PRINT
The Olympic Movement brings out the best of humanity - uniting cultures from around the world. Working with the International Olympic Committee, we created a campaign that celebrated the spirit of the Movement and the Olympic Games.
The Movement itself is designed to bring out the best of us – individually and collectively. We wanted to harness that belief. Because the truth is, everyone is ‘the best’ at something. We started by creating a digital campaign called the Best of Us Challenge, that encouraged kids to compete against Olympic Athletes – not in their sport, but in challenges any arm chair athlete could compete in. It was a global interactive experience geared at inspiring youth to share their Olympic Spirit. And it delivered millions of engagements.
Named Best Spot of the Year by Shots Magazine, this TV commercial was translated into 30 languages, ran around the world and was played before each event at the Winter Olympic Games in Vancouver.
We also partnered with director Johnny Kelly to create a cool little stop motion video. Made from hundreds of cut paper frames, we used the artwork to create posters, banners, fliers and more across the Vancouver Games.
DIGITAL / SOCIAL / CONTENT
Olympic athletes have their own unique community. They are the heart and soul of the Olympic Movement and the International Olympic Committee wanted to celebrate that at the Winter Olympic Games in Sochi.
We turned a client expectation of printed materials that could explain the events and expectations around the Games, into an Athlete Engagement Program that inspired participation in the Olympics beyond just their particular competition.
It all centered around the 17 Days App. Through a partnership with Samsung, we gave every athlete coming to Sochi a phone preloaded with our app that contained everything they need to take in all the Olympic Games and the Olympic Movement had to offer.
When athletes turned on their phones, we had a fun video welcoming them to Sochi. And a second video delivered the mandatory information athletes must take in before they can compete.
Beyond the videos, the app became a hub for all things happening in the village as well as a constant connection point for their family, friends and fans.
The app experience extended into an on-site experience. Through a unique Athlete Village experience, athletes could vote on their athlete rep, watch every event, and see support from their fans on our social wall - a wall that pulled social posts from other athletes in the village as well as the family, friends and fans who support them and streamed them across stacked flat screen TV’s.
Beyond the athlete engagement program, the IOC wanted a video that told the history of the Winter Games to be played at opening and closing ceremonies. Their expectation was a few retired athletes talking about how great the Games are.
Instead, knowing that the video will be played in for 50,000 people in a loud stadium, we chose to tell the story visually. Using historical footage and seamless edit we told the history - and Momentum -of the Winter Games from the lighting of the first torch to the last closing ceremonies.
On a call for Kraft Heinz new product, Devour, the client said, “You have to understand, this is food guys LUST after. It’s cheesy, gooey and full of bacon.” We said “uh..ok,” threw caution to the wind and brought in this idea. We figured we’d either get fired or make some weird little spots.
PRINT / PACKAGING / STUNT / CONTENT
Colt 45 has always had an interesting history. What started as the cool swagger of Billy Dee Williams had ended with the brand wrapped in brown bags hidden away on stoops of the inner city. Pabst needed to get Colt out of the gutter and into the clubs and hands of Millennials. And they needed to do it without the magical Billy Dee.
Rather than try and reinvent the brand, we saw the opportunity to keep the brand authentic and real - using its heritage to our advantage. We partnered with renowned street artist Jim Mahfood to create a campaign based on a very simple idea: when a night starts with Colt 45, it’s fast, a little out of control and there’s always a story to be told.
What was once used to hide the brand became the canvas for those stories. Mahfood brought our stories to life through a fun comic format - all told on a backdrop of the iconic Colt 45 brown bag. From painted graffiti murals, ads, videos, restroom posters all the way to the cans themselves, everything celebrated the Tales of Colt 45.
Working with Vice magazine, we encouraged readers to share their real stories. Our favorites were illustrated then printed into graphic novels inserted into the magazine.
CONTENT / STUNT
What do you do when you’ve mastered every available media for a clients business? You create a new one.
Or…if you just want some PR, you pretend you created a new one for April Fool’s Day. On April 1, we launched our fake media venture Brand Drops™ – the world's first branded aromatic rain. Imagine a world where you experience the smell of your favorite brand every time it rains - from McDonald’s french fries to Mrs. Field’s chocolate chip cookies or Old Spice Swagger body spray. It’s just the kind of media format to be invented in Seattle.
Our little stunt garnered press on AdAge, Adweek, Mashable, New York Times, CNN, ПЕРВЫЙ КАНА (Russia’s CNN) and more, earning the agency more than 10 million earned media impressions.
One of T-Mobile’s biggest media investments beyond TV was OOH, in particular station dominations that could bring the brand’s energy to life.
For each domination, I lead a team of creatives to create 100’s of unique placements that made each element of the takeover work together seamlessly and powerfully. Grand Central Station was one of the largest we implemented so, we documented it and put a little video together.
After repositioning KinderCare as a brand that Nourishes Curiosity, we needed to create a brand book that could bring that belief to life for employees as well as parents of Kinder kids.
As a kids brand, we saw the opportunity to tell the story with kids in mind. The ‘brand book’ became a literal children’s book that could instigate a shared moment between kids and teachers or parents. The story helped children understand (and adults remember) what curiosity is and how much fun it is to nourish.
PRINT / CONTENT / FUNDRAISING
I’ve had the honor of working with public radio station KEXP over the years. As both an Art Director and Creative Director. As a music lover, they unleash some of my personal passion and have become a bit of a pet project for me over the years.
I started my relationship with KEXP by creating a series of posters highlighting the breadth of music played by KEXP and encouraging people to explore new music. Each poster had 2 bands with different musical styles but names that related to each other. We used this idea to create over 25 posters. Working with Digital Kitchen, we animated the posters to create a video that aired at the Seattle International Film Festival. It became the visual language for KEXP for quite some time.
As KEXP moved into a new ‘home’ - I worked with lead designer, Patrick Toste and team to freshen up the brand and refocusing on what makes KEXP such an amazing station: discovering new music.
In a meeting with KEXP, my partner Jacob Baas and I threw out an idea to package the best live studio performances every year and sell them as a fundraising mechanism. They loved the idea and the Live at KEXP Annual Compilation has been going for over 10 years now - giving fans some of the best live music from the year and making a bit of money along the way.
I’ve also worked with them on small but important things like annual reports. The one we created in 2015 was the most interesting. A long scrolling landing page with embedded video and animation. You can check it out at http://annualreport.kexp.org/2015/
If you haven’t heard of KEXP, check it out at kexp.org. If you’re aware of them, make a donation today.
My work has driven conversation and been recognized by Archive, Adweek, Advertising Age, Communication Arts, The One Show, AICP, Cannes, Creative Review, The New York Times and received Shoot Magazine’s Spot of the Year.