CALVIN KLEIN ENCOURAGED WOMEN TO #BESEEN IN ITS FIRST-EVER BODY-POSITIVE UNDERWEAR CAMPAIGN.

It’s not so easy to love yourself when society tells you to take up less space, to hide your body. And brands show images of people who don’t represent anything close to you. But there’s space in this world for all of us to exist exactly as we are.

So, we should demand to see ourselves—in the mirror and in the media—as beautiful.

BE SEEN #CONFIDENTINMYCALVINS

Calvin Klein enlisted us to repair the fascia between the CK brand story the plus-size-and-proud consumer subculture.

Leveraging hyper-relevant, hyper-targeted paid social creative as a “focus group,” we authenticated the resonance of our creative ideas and then scaled them into a full-funnel 360 campaign.

___
Campaign Concept
Online Video
Out-of-home
Social
Digital
Photography

TO ANNOUNCE ITSELF TO THE CITY, WE INVITED ALL NEW YORKERS TO MEET AT THE SHED.

Whether it’s a new artist, genre, friend, or neighborhood – there’s a lot to meet at The Shed.

In collaboration with museum director Alex Poots, curator-consultant Hans Ulrich Obrist, and the organization’s inimitable marketing team, we developed The Shed’s brand purpose, identity, and launch campaign.

Our team also devised digital, social, and OOH creative to promote the 20+ programs executed during The Shed’s inaugural year, spanning performances by Björk, installations by Agnes Denes, and exhibitions featuring Steve Reich, Gerhard Richter, and Arvo Pärt.

___
Campaign Concept
Online Video
Out-of-home
Social
Digital
Print

OLAY TURNED HEADS ONCE THEY THREW AWAY THE PLAYED-OUT BEAUTY PLAYBOOK.

Heritage beauty icon Olay faced a rapidly diversifying category as Instagram birthed direct-to-consumer brands and TikTok dictated the zeitgeist.

We relished the brand’s challenge to us: transform Olay from “a has been” to “a must have.” Using the weird warp of time during quarantine as our strategic canvas, we pedestaled the anti-aging, time-defying benefits of Olay’s Retinol24 in a hyper-relevant fashion.

A high-octane mashup of cultural symbology, the campaign interrogates the surreal relationship between age, time, science, and beauty in a visual style that completely bucked category norms.

___
Campaign Concept
Online Video
OTT
Out-of-home
Social
E-Comm

AXE LET GO OF ITS FRAT-GUY REPUTATION TO SHOW THE WORLD THAT INDIVIDUALITY IS THE NEW SEXY.

Known for its one-note, guy-gets-the-girl brand narrative, AXE needed to contemporize its cultural mojo.

In a three-year program, our human-first rebranding effort remapped AXE’s DNA through social and experiential ideas that embraced a more fluid, more progressive masculinity.

The program was bolstered by partnerships with CFDA and New York Fashion Week: Men’s, South by Southwest Music Festival, and the Toronto International Film Festival. All connected by those in ambitious pursuit of the things that make them an individual. The men and women dedicated to finding their magic.

We synchronized those efforts with content born out of cultural conversation that inspired experimentation and encouraged men to look their best, for themselves with AXE product.

___
Experiential
Online Video
Out-of-home
Digital
Social
Print
Photography

WHEN WE NEEDED TO HEAR IT MOST, TEMPUR-PEDIC REMINDED US THAT TIME IN BED CAN BE A HEROIC ACT.

As a pioneer within the mattress category, we saw an opportunity for Tempur-Pedic to be one of the first brands to speak directly to people about the value of staying indoors during initial shelter-in-place orders.

While people were feeling insecure about being unproductive, despite having “so much time at home” while social distancing, we wanted to reframe time in bed as a heroic act.

The campaign started with a social post that shared a message of reassurance. As that took off, our team agilely produced a manifesto film leveraging user-generated footage that authentically represented the moment at hand.

In tandem, we supported the healthcare community with new mattresses to honor their tireless work and gift them a good night’s sleep.

Not only did the message resonate with consumers during a period of uncertainty, but while the creative was in market, we saw sales double in comparison to their previous promotional period.

TEMPUR-PEDIC: You’ll change the world if all you do is stay in bed.
___
Campaign Concept
Online Video
Out-of-home
Social
Digital

CHIPS AHOY TURNED CHOCOLATE CHIP COOKIE OBSESSION INTO FASHION.

Chips Ahoy! is a brand all about making connections. So for National Chocolate Chip Cookie Day, we decided to make connections beyond just our cookies.

To celebrate in style, we dropped the hottest cookies and cooked the hottest drops. This first capsule was about finding unique ways for consumers to express their love for chocolate chip cookies through wearable items, all captured by 13thWitness.

Our merch was “dropped” on Instagram and was available for purchase through Shopify. The products ran out within a week and caught the attention of Complex.

___
Product Fabrication
Social
E-Comm
Photography

DOVE PIONEERED TOUGH CONVERSATIONS TO BUILD A BETTER FUTURE.

9 out of 10 girls want to change at least one thing about their physical appearance. As women, we all understand the battle with self-confidence a girl encounters. 

Through the Dove Self Esteem Project, the brand showcased the power and ease of mentorship by offering up simple actions for moms to take with their daughters to prevent them from falling victim to self-hate.

___
Campaign Concept
Online Video
Social
Digital

SAMSUNG TUGGED AT HEARTSTRINGS BY REMINDING PEOPLE WHAT CHRISTMAS IS ALL ABOUT.

The holiday season is filled with frenzy and chaos. In this heartwarming, unscripted video, we helped grown-ups revive the feeling of belief in Santa.

Through a mix of on-the-ground footage we scaled the experience and awakened the magic of the holidays, bringing to life the splendor of Samsung VR. The work garnered over 4.4 million views on Facebook and offered consumers an immersive sleigh ride with the big man himself, courtesy of Samsung.

___
Online Video
OTT
Social

PANERA GETS WEIRD WITH ITS ‘SWIM SOUPS’ SWIMSUIT COLLECTION.

Panera is a brand that embraces judgement-free indulgence. Craving a side of bread with your bread? Done. Need some bacon with that mac and cheese? Say no more. Want to eat soup inside a bread bowl? WE GOT YOU!

Our team found that die-hard soup fans sport their soup pride as a badge of honor in warmer months. Paired with signals from culture around anticipatory “beach body” anxiety from sedentary lockdown lifestyles, we decided to marry the two through a splashy merch collection that brought Panera soup lovers together poolside.

The aptly-named “Swim Soups” collection featured one piece suits and swim trunks that sleekly displayed ‘SOUP’ and a broccoli and cheddar pattern. And the best of all… a bread bowl pool float!

___
Product Fabrication
Social
E-Comm
Photography

PURE BLENDS GOES HEAD TO HEAD WITH BUTTER BY MAKING YOU FEEL BETTER.

To launch a new plant-based butter called Pure Blends, we anchored our thinking in the word “better.” What does it mean to bring better to the table? To make a butter that is better for you, better for the world, and derived from better ingredients? Put most simply, meet “Butter, Made Better.”

___
Online Video
OTT
Out-of-home
Shopper
Digital
E-Comm
Social
Print
Photography

DUNKIN’ FANS DITCHED ‘ADULTING’ FOR A SUMMER FUELED BY FUN… AND COFFEE. LOTS OF COFFEE.

Workin’ weekends. Runnin’ errands. Plannin’ a more badass bachelorette than your bestie. Life doesn’t stop just because it’s summer.

Dunkin’ found that consumers were overwhelmed by the glut of summer plans they packed into just two months. Our task was to show them that despite the reality of #adulting, Dunkin’ coffee is the ultimate enabler for their summer of doing.

Enter #SummerNotSorry: an anthem for those who want to take back their summer of fun.

___
Campaign Concept
Online Video
OTT
Social
Digital

DOVE MEN+CARE USED THE POWER OF NATURE’S ELEMENTS TO CREATE A ONCE-IN-A-LIFETIME EXPERIENCE.

To launch Dove Men+Care’s nature-inspired line of products, Elements, we created an immersive experience where the power of nature’s elements were brought to life in a treehouse. The interior of the treehouse incorporated the same natural elements that inspired the products.

Our campaign highlighted the build of the treehouse by tapping into influencers to help build and decorate it and document their stays upon the completion. The treehouse and surrounding areas also served as the backdrop for all the product visuals. The treehouse is still there and open for bookings , if you’re ever in Chattanooga, TN.

___
Experiential
Online Video
E-Comm
Digital
Social
Photography

SPEEDO HOSTS AN OPEN CALL FOR PEOPLE TO SHARE THEIR BODIES WITH THE WORLD, BECAUSE EVERY BODY IS A SPEEDO BODY.

In recent years, Speedo’s heavy mercantile focus on performance swim had dampened its cultural relevance beyond the competitive pool.

The brand not only had lost traction in the brief-style category despite its eponymous heritage, but it also had become associated with a one-note, six-packed brand of male body confidence.

To reignite its image and reclaim its equity, we foregrounded a radically representative portrayal of the male physique, hosting an open call to men of all shapes and sizes to share their Speedo bodies with the world.

EVERY BODY IS A SPEEDO BODY.

___
Campaign Concept
Social
Digital
E-Comm
Photography