This campaign is about why Kleenex are the best facial tissues in the world - they are each raised with care and trained by specialty breeder Shannon Laburnum. This is his story.
Why I like it: This is my favorite because it takes a brand that everyone knows (but hardly thinks about) and twists it. I also think tone is crucial in anything trying to tell a story. This tone took a while to find and I think it marries an otherwise sleepy brand to a simple, humorous story.
Some people like this campaign because it taps into the nascent dislike outdoorsy-types have for city folk. To me it's a humorous commentary about society's complete lack of wild notions.
Nature is unashamed of its perceived shortcomings. Lake Powell is nature. Lake Powell don't care.
Copywriter: Sam Bauer
I have 5+ years experience in post-production; mostly editing and motion graphics. The programs I mainly use are Maxon Cinema 4D, After Effects, Premiere and the rest of the Adobe CC suite.
Song: 'High You Are (Branchez Remix)' by What So Not
To announce the second season of the hit Netflix series we created a campaign featuring the fashion of prison.
Since the main character was from suburbia we made fashion spreads that would be home in any supermarket tabloid. Except they feature toothbrush shivs, maxi-pad flip flops and recipes for prison wine.
Copywriter: Blakeley Jones
Abercrombie & Fitch was in dire straits this year. Despite the company’s cost-cutting strategy of the last few years, their quarterly profit plunged 58 percent. This was not just an issue of fast-fashion brands like H&M pilfering the teen market. Abercrombie & Fitch was no longer an aspirational teen brand.
It used to be a brand that parents reluctantly bought for their kids. It used to be dangerous. The challenge for us was bringing back the sense of subversion to Abercrombie & Fitch. So we took a more subtle approach with a new concept and story line: The better you look the worse you can behave.
UnMind is a mobile application with two very simple functions. During the day it creates very relaxing, very meditative experiences that Alzheimer’s caretakers can show to patients to calm them down or boost their mood. At night, it aids scientists by using your mobile phones processors to download and solve simple algorithms, then sends back the results to help find a cure.
Laser cutting is pretty sweet. I didn't know how to use it for my projects so I used it for a personal gift to my wife for Mother's Day.
Our song is 'Sweet Thing' by Van Morrison, a great deep track off 'Astral Weeks'. I designed some typography of the lyrics to be cut into a basic wood plaque.
Here are the lyrics:
"And I will stroll the merry way
And jump the hedges first
And I will drink the clear
Clean water for to quench my thirst
And I shall watch the ferry-boats
And they'll get high
On a bluer ocean
Against tomorrow's sky
And I will never grow so old again."