I became involved with P&G from it’s inception at the latter end of 2009 when they approached W+K about partnering in creating their first ever consumer-facing advertising. This is some of the work that launched our "Proud Sponsor of Moms" 2010 Winter Olympics campaign.
ELEMENTS
- Multiple TV Spots and Broadcast Assets
- Manifesto Print
- P&G Family Home Design
CONTRIBUTION
- Design Direction
- Design Management
- Brand Ambassador
- Client Relations
RECOGNITION
"Best Commercial of the Games"
Stuart Elliot NYTimes
PARTNERS
Jason Bagley, Eric Baldwin, Karl Lieberman, Ryan O'Rourke, Mike Henderson, Sarah Runie
We continued the Proud Sponsor of Moms campaign to the 2012 London Olympic Games as P&G expanded from a Team USA sponsor to a Global Olympic Partner. Client expectations were always greatly exceeded, measured in overall impressions (in the billions), quality of impressions, online community growth and product sales (over $500 million above projections).
ELEMENTS
- Multiple TV Spots and Broadcast Assets
- Manifesto Print
- Kids Print and Online
- P&G Hub Custom Website
- Raising an Olympian Films and Digital Ads
- Print/OOH/Collaterlal/Digital Global Toolkit
- North America Adaptations
CONTRIBUTION
- Design Direction
- Design Management
- Brand Ambassador
- Client Relations
AWARDS
Emmy for Best Commercial
Ad Age Top Campaigns of the 21st Century
PARTNERS
Karl Lieberman, Eric Baldwin, Ollie Watson, Kevin Jones, James Moslander, Carolyn Harris, Jennifer James Wright, Lloyd Winter, Florene Troung
Much work was done for the 2014 Sochi Winter Olympics and Paralympics campaign, especially to support global and regional adaptations of the Pick Them Back Up spot across broadcast and social channels.
Some of the most interesting work was developing and creating assets for the primetime special on NBC. We created motion graphics for the show, including the intro. We also posted additional content and commentary on twitter at key moments throughout the show, and produced promotional materials such as the movie poster.
The additional online Raising An Olympian videos were promoted by a movie release PR event, with their own set of movie posters and thumbnails.
PARTNERS
Kevin Jones, Sally Desipio, Brandon Viney, Neil Ramanan, Angie Maurer, Denny Robles
The P&G Thank You, Mom campaign has created the most watched and shared Olympics ads of all times. Going into Rio, there was a growth of radical global, social, and economic change. For the campaign to continue to be effective, it had to evolve in a way that reflected the times.
The work shifted to show the stories behind the strength of Mom at frightening and defining life moments that in turn gave their children strength at the moments they need it the most.
The large spot was made in a more cinematic style, so the supporting work did as well to support the dramatic tone.
Raising an Olympian films focused on the times of adversity and setback in the athletes' life when they had to be their strongest.
All work was distributed globally, adapted locally, with live reactions through the Olympic Games. It was broadcast over TV networks, owned platforms, social networks and custom YouTube channels.
PARTNERS
Eric Baldwin, Sally Desipio, Lawrence Melilli, Denny Robles
We shared the story of Special Olympian Molly Hinka from her mom's eyes through a reverse-history of her life in family photos, curating and retouching each to fit the edit.
RECOGNITION
Media Decoder, Stuart Elliot NYTimes
PARTNERS
Karl Lieberman, Danielle Flagg, Ken Meyer, Tatum Shaw, Amy Corcoran
We wanted P&G to be an active participant in Mother's Day in 2014, so we created a process to send personalized, custom-designed Motherly Words of Wisdom out to individuals and the world.
We kicked off the week by broadcasting a video with Maria Shriver about her mother Eunice, sent out influencer kits and hosted a PR media event. We then spent a week sourcing, selecting, designing, approving and posting content in real-time from Twitter and Facebook. We published the collection on Pinterest.
In total, we created almost 300 unique typographic posters in the week leading up to Mother's Day.
When it was all over, we also created a coffee table book of all the work.
AWARDS
The Webby Awards
Social > Best Photography and Graphics
Cannes Lions
Cyber > Social > Response/Real-Time Activity
PARTNERS
Kevin Jones, Jeff Gillette, Over 30 unique Designers including Angie Maurer, Katie McHugh, Molly Kennedy-Darling and Paul Levy
I worked on the pitch for Old Spice. It was indeed a dying brand. I am still impressed by the thinking behind the work and the places we took the brand to this day.
Here is the basis of the truth we discovered, and the first items we produced, embracing experience.
PARTNERS
Mark Fitzloff, Monica Taylor, Jessica Vacek, Bill Karow, Chris Larson, Michael Buckley
This is the work that brought Old Spice Body Spray into the world. It included packaging design and the Ahoy word mark, both of which ended up in the Hungry Like the Bruce TV spot.
PARTNERS
Mark Fitzloff, Monica Taylor, Michael Illick, Aaron Allen, Chris Larson
Here is a sampling of some of the work that has helped Old Spice make many men manly.
AWARDS
The One Show Penta Pencil
Number 4 spot on the Ad Age Top Campaigns of the 21st Century.
PARTNERS
Mark Fitzloff, Monica Taylor, Jason Bagley, Eric Baldwin, Aaron Allen, Michael Illick, Chris Larson, Michael Buckley
We were able to design and produce a line of apparel and accessories, then create an online store to sell the goods. Items sold out as fast as we could produce them.
PARTNERS
Eric Baldwin, Danielle Flagg, Chris Larson, Peter Yue, Aaron Lee
This is all about cars and all about burning rubber and all about being a bad ass in the world using a 2 ton slab of metal. I worked on Dodge from the pitch through brand development, and then again farther down the road. Here are some brand inspiration elements and a sampling of work produced.
PARTNERS
Aaron Allen, Max Stinson, Danielle Delph, Brad Simon
I worked on Chrysler when we first had them as a client, and then again on some brand projects more recently, always expressing a strong, hard-working, entrepreneurial spirit.
PARTNERS
Micah Walker, Rob Kendall, Denny Robles
Well, if you're going to start at W+K, why not start on the brand and category that started it all?
Here's a walk, or run, down memory lane on my time as a Designer and Manager on Nike Running through the first half of the 2000's.
There were always great times with passionate people working on this brand. I even made my modeling debut.
The first set with soccer tape is a sampling from a dozen spreads that were built into a zine.
The second set is a gatefold and series of spreads inspired by the ginga of Brazilian soccer.
The third set is an OOH campaign we launched in Latin America when the Mercurial Vapor first came out. When the three-on-three tournament came up, we decided to guerilla post over our own OOH. One of my favorite photo shoots and pieces of art.
* Even though I'm from the U.S.A., I do prefer to call it Football.
PARTNERS
Bill Karow, Monica Taylor, Mira Kaddoura, Dylan Lee, Chris Thurman, Michael Buckley
I came up with this concept for a Nike ID campaign, highlighting the many different ways we make selections to express ourselves.
AWARD
One Show Gold Pencil
PARTNERS
Mike Byrne, Hal Curtis
We took a graphic approach in announcing EA's new god game by Will Wright. The launch was primarily OOH in major cities, a takeover of Harvard Station in Boston, some collateral pieces, and the "World's Smallest Billboard" in San Francisco's Union Square.
PARTNERS
Jed Alger, Aaron Allen, Matt Murphy, Chris Jacobs, Drew Marshall
When Electronic Arts was ready to release Hellgate, set in London, we replicated the Underground map with some undesirable tube stops. The map ran as a spread ad and as an insert to accompany a series of portrait page ads. We also produced these as real maps that were distributed around London.
PARTNERS
Tim Wolfe, Jose Cabaco, Chris Jacobs, Matt Murphy, Kurt Parker, Cathy Ormerod
If you know Susan... you know. Three arms, tattoo, knife and all.
The Newspaper Association of America was doing a series of ads with advice from prominent creatives. Susan was invited, and I got to put it together.
RECOGNITION
Print Magazine Design Annual
PARTNERS
Susan Hoffman, Jeff Kling
This was a chance to work with a group of people who were looking to convert a four-block slab of pavement from a parking structure into a place for vibrant living.
I've been part of several projects that are studio-only efforts with local clients. We have had the chance to create identities for startups and brands that are doing positive and sustainable things in the Portland and northwest communities.
This project was for a developer who was looking to revitalize an outdated section of the city. Our initial talks were about livability and the human scale.
We carried out a strategy-based exploration to name the development, which was positioned to be a welcoming neighborhood.
We were invited back to also name the three buildings they were creating. We wanted these buildings to have their own personality, while still being a part of the Hassalo family that we had created.
PARTNERS
Shari Eiesland, Patrick Nistler, Tara Ketner, David Trujillo, Justin Morris
W+K Entertainment joined forces with Daniel Johnston to bring his body of work, "Space Ducks: An Infinite Comic Book of Musical Greatness," to life as a bound comic book, an album launch, an ipad game, apparel, an art gallery, and a live event at SXSW.
Watch the case study and enjoy the ride.
PARTNERS
I was one of many people who contributed to making it happen as you can see by the illustrated credit page below that was also an element of the experience.
#ThoughtsAndPrayers is a project created by a group of W+Kers right after the shootings in Orlando, Florida, and in light of all the previous mass shootings.
It is a response to the tragedy and the slew of Tweets from pro-gun lawmakers offering their “Thoughts and Prayers” to victims and their families. Via a Crowdrise page, the fundraising project calls attention to the lawmakers’ “hollow” Tweets, and the power of these same individuals to do something real and meaningful to prevent gun violence in America.
Proceeds go directly to The Brady Center to Prevent Gun Violence. These donations support metrics-driven and effective campaigns that work to keep guns out of the hands of criminals and dangerous people. In fact, since 1994 Brady Background checks have blocked 2.8 million gun sales to prohibited purchasers.
RECOGNITION
Huffington Post
PARTNERS
Danielle Delph, Jason Kreher, Christin Spagnoli, Grey J
