JBL’s newest ambassador is one of the most unfiltered, creative stars in the world - Doja Cat. So what better activation than one that asks consumers to offer up their own original, unfiltered creativity for the world to see.
We partnered with Doja Cat to drop new design prompt videos each day of this holiday-themed program, providing inspo for users to personalize a product using the JBL x Me tool. They could then share for a chance to win amazing Doja Cat inspired prizes.
Working closely with her team, we collaborated to make sure every element felt as authentically “Doja” as possible - from limited edition stickers for the JBL x ME tool, to Doja-themed wrapping paper, to JBL x Doja limited edition product drops.
There was a great response, far eclipsing the brand’s projected holiday site traffic.
ECD: Julio Desir
ECD: Jeffrey Beck
ACD Copy: Shawn Gadley
Like many legacy brands, JBL wanted to evolve and show up in ways that resonated with the next generation of consumers - Gen Z. A global rebrand was in order.
We claimed the space where the brand and the target’s ethos intersected - uninhibited expression and constant evolution. The resulting “Dare To.. “ campaign champions our consumers as they Dare To… well anything. Dare To Be A Whole Mood. Dare To Virgo. Dare To Self Care. Dare To Y2K. Dare to be unapologetically themselves.
We helped create meaningful scenarios that increased brand relevance and engagement, refreshed the brand across Europe, Asia and South America and achieved the highest market test results in recent years.
ECD: Julio Desir
ACD Copy: Shawn Gadley
Art Director: Mila Bengoa
Copywriter: Slade Stone
In honor of the French community of artisans at the heart of the house of Courvoisier’s success, we created a platform to showcase a new breed of artisans helping to shape the future of the brand.
Curated by Pusha-T, a modern reimagining of the grand and stately Maison Courvoisier came to life through the lens of some of today’s most influential creative innovators in art, music, and fashion - via print, social and experiential activations across key markets.
CD/CW: Juan Santiago
In the wake of unprecedented, globe-spanning protests for racial justice, Lifewtr aimed to amplify this historic call for change using the one universal language - art. So Black Art Rising was born, a social and digital platform created to keep Black voices uplifted, and to spark an ongoing chain reaction.
Each week via social, the brand showcased one of the creatives featured in our Black Art Rising digital exhibit, then had that creative pass the torch on to the next – ensuring the light never went out on these visionary voices.
Hundreds of other creatives participated and posted their own work using #BlackArtRising for a chance to win micro-grants from the Black Art Rising Fund, and be featured in the virtual exhibit.
The Black Art Rising platform was also extended to create a specially branded series of bottles launched during Black History Month.
The relaunch of the Courvoisier brand represented a complete shift in positioning and target. The "Honor Your Code" campaign highlighted the importance of being unshakable and unapologetic in what you believe in.
It was a way of being that rang true for both the uncompromising cognac brand and our purposeful and progressive consumers.
Kicked off by a brand partnership with ASAP Rocky, the campaign went on to evolve through print, digital, social and experiential and drive brand recognition up by 15%.
CW: Gregorio Urbina
As part of Courvoisier’s “Honor Your Code” campaign, In Honor of Your City was a program that explored the unspoken codes that define cities and create unique culture and connections. Through a content series created in partnership with Hypebeast & renowned director Kid art, engaging experiential activations, as well as social and digital; we brought those codes to life.
CD/CW: Juan Santiago
As a legendary brand in the black haircare space, African Pride sought to reassert itself in the marketplace with the launch of its Moisture Miracle line, created specifically for consumers with kinky, coily hair.
We spread the message of #FeelingMyPride with all of the relatable feelings and revelations naturalistas experience on their journey to healthy natural hair.
Helped to pitch, win and see the campaign through production - it came to life via website revamp and quiz, social media, experiential, print and OOH.
The campaign help the brand gain engagement on social and expand their distribution into Walmart, Dollar General and more.
CW: Jewell Donaldson
The most awarded cognac house and the most legendary record label joined forces to create Courvoisier x Def Jam: Amplified, a platform that celebrated the hottest emerging music acts that truly embodied Courvoisier’s philosophy of Honor Your Code.
The bold black on black art direction paired with the neon logo treatment created striking visuals of our emerging artists, positioning them as forces to be reckoned with.
This activation came to life via a high energy seven-city tour, as well digital, social and POS touchpoints.
CD/CW: Juan Santiago
Created surreal, environments with a luxe feel to highlight one of Courvoisier’s highest marques: XO. The symbolic imagery in each visual emanates outward from the bottle to represent the code that defines the brand - success is best shared.
Fun fact, each environment was created practically, no visual effects.
These hero visuals were used for print, POS and digital.
CD/CW: Juan Santiago
How do you galvanize black female voters in less than 60 days ?
This campaign for advocacy group Color of Change showed viewers how easily they were handing over their power by not taking a decisive stand in events like the midterm elections.
Just a small glimpse at how terrifying even a small amount of powerlessness can be, sparked a conversation that ultimately garnered over 2.3 million impressions, celebrity shares and brought the relevant issues of the election to the forefront.
As part of Coca-Cola's overall 2014 World Cup efforts, we were asked to create a spot celebrating the doors that the game of soccer could open for youth. Working with international soccer star Damarcus Beasley, we created a piece that showcased the wonders that await anyone willing to take the field.
CW: Anthony Roberts
For N.B.A fans, ball is life. Whether it’s checking the fantasy roster during conference calls, rocking Jordan’s to a client meeting, or watching last night’s highlights on the train. There is no off switch. And there’s only one drink that can fuel that kind of passion. Mountain Dew. All the energy of the NBA in a bottle. For those who dew all day.
Created Art Direction for the winning concept of Mtn Dew pitch.
CW: Rony Castor
The sheer variety of flavors in the Archway Cookies range inspired this fun spec campaign.
Just like any relationship, everyone falls in love with their favorite snacks because of some unique quality they bring to the table.
The vintage visuals of the campaign pay homage to Archway's historic roots, while creating a quirky brand personality to help this veteran brand stand out in the crowd.
CW/AD: Alanna Marshall
Special Olympics athletes fearlessly push the limits, and prove that everyone is able to do the amazing in their own way. That includes Illinoisans who are able to do something great, simply by buying a Special Olympics instant ticket from the Illinois Lottery and supporting sports training for athletes, coaches and volunteers.
Concepted and Art Directed campaign that spanned print, digital, social, OOH and video.
CW: Melanie Sims
One small effort creates a domino effect, starting a movement that can change the world. When Illinoisians choose to buy a Red Ribbon Cash ticket, each person becomes a part of the ongoing fight against HIV/AIDS.
This powerful campaign imagery and touching online video highlight how each individual contribution can have a huge impact, with 100% of profits dedicated to an HIV-free Illinois.
Concepted and Art Directed campaign that spanned online video, digital and social, print and a mural by a local artist.
CW: Sallie Stacker
For over 5 years, Coca-Cola's Pay It Forward program created once-in-a-lifetime opportunities for ambitious teens, giving them access to knowledge and life lessons from history makers ranging from Common to Magic Johnson.
This time around Coca-Cola set out to help moms to unlock their teens’ full potential with the Coca-Cola Pay it Forward Academy, featuring Steve Harvey.
Concepted and Art Directed campaign that spanned online video, digital, social, print, and retail.
CW: Anthony Roberts