For 60 years, Barbie has inspired girls to be first.
The rate of female accomplishment is accelerating, but that work isn’t finished yet. There are still glass ceilings left to be shattered, but this generation of girls will be the ones to shatter them.
Today’s girls will be The Last Generation of Firsts.
We created a two-day pop-up experience in NYC coinciding with Barbie’s 60th Birthday and International Women’s Day. It was a journey through Barbie’s past, a celebration of the present, and a glimpse into how she could affect our girls’ futures. We expected 1800 people. 6000+ showed up. They waited 3.5 hours in the cold, many waited another 1.5 hours to take a photo in the digital box. The cops came…and left with their jackets lined with Barbie dolls.
While I was handing each kid their one free Barbie on their way out, a little girl couldn’t decide between a white lab coat doctor Barbie and one with pink hair and a leopard dress. As she deliberated, her mother whispered “Dear God, I hope she picks the doctor.” Her daughter spun around and said “Mom, why can’t this pink haired one be a doctor? She’s just on her break.”
Rock on little girl….
(I gave her all the dolls she could carry).
BOOOOOM! Lochte gets it.
PowerBar needed a Clean Start and so did our lil' buddy Ryan. Not only will he win over your heart with sniffs and smoldering intensity, he will make you a custom video to spread the Clean Start love.
We then were privileged enough to film documentaries about three different athletes with their own Clean Start story to tell. Even better, we had Lochte do dramatic reenactments of the stories in a British accent - kidding - please still watch.
We had been working with Haagen-Dazs for a few years building out the That's Dazs world of luxury, when the brand decided to launch a new flavor line devoted to the tastes of the city that their founders started in: NYC. Haagen-Dazs' incredible story actually began in the Bronx with Rose & Reuben, two Polish immigrants who ended up making a category-changing ice cream brand.
As an homage to the dynamic duo, we build a speakeasy bodega to showcase the new flavors, pay tribute to our ice cream visionaries, and bring the Bronx community together to party and eat an unsettling amount of ice cream.
You know when an old drunk in a bar asks you, "Who would win in a fight between George Washington and King Arthur?" Well, now we all have the chance to find out. We kicked off the campaign with an epic Super Bowl spot, followed by nine more that will be released in the coming months.
Simply Orange Juice and Lemonade are iconic, close-to-nature, artful products that believe the easiest way to make a truly premium product, is saying yes to simple.
We worked with the incredible team at Elastic to build what publications called "The Most Beautiful Orange Juice Ad Ever" (obviously better than EGOTing). Even the Academy-nominated composer Nicholas Brittel custom composed his beautiful masterpiece "Agape," for the spot to bring it to a magical place.
After the film launched we thought of new ways to create simple, artful expressions in culture and conversation. Everything from how we showed up on social, to partnering with Estelle colored glassware, to brunching in a pop-up orange grove in the heart of downtown Los Angeles.
We continued this principle of simple isn't easy, but it's worth it throughout the summertime launch of Simply Lemonade.
LA WILL NEVER BE A 5 STAR CITY.
This campaign celebrates what it’s like to be a kid in Los Angeles. As in, the real Los Angeles, with it’s "5 star” veneer peeled back. It’s not glitzy, it’s not showy, but it’s raw and it’s awesome.
With no paid media, we relied solely on word of mouth, driving our donut truck around town to locate the “coolest kids in school”, invite them and ask them to let their friends know about the #RatedOneStar donut joint. The result? A 2-day nonstop party where we unveiled the new One Star colorways, gave away 500 pairs of shoes and made hundreds of brand loyalists and ambassadors for Converse.
Haagen-Dazs is an iconic ice cream brand that was in need of a rebrand. They were looking to reintroduce themselves as younger, fresher, and more approachable for the next generation of luxury seekers.
We focused the campaign around the idea that the definition of luxury is no longer dictated by the few, but the many. Luxury, in fact, is wherever you are. By leveraging the company's roots in creative and out-of-the-box thinking, we wanted to show consumers that when they continually push the boundaries of what luxury is...That's Dazs.
And, at the end of year one, we’d taken back the lead market share, had 4x year over year sales, and had a 42% increase in snacks business.
How can a shop bring a neighborhood together? Nike wanted to make a new kind of store on Melrose that rewarded members in LA. So we thought: what if this could be a living, breathing neighborhood shop that not only rewards local members, but grows with them?
Nike by Melrose is a “smart” store that uses locals’ data to break down the barriers of retail. It’s a brick and mortar with the nimbleness of disruptive online retail. With personal rewards for hitting goals, and a bi-weekly changing inventory dictated by shifting workout habits in the area, every visit to Nike by Melrose is different, making it a recurring destination for the people in the area. The shop also offers a 1:1 line of communication with the store manager, Nike coaches who can help tailor your workout depending on your goals, a locker for members stocked with curated new products they might like, curbside returns, and unlockable vending machines, to name a few.
password: melrose
In order to launch Nike West, they wanted to capture the darker, more authentic side of Los Angeles - "the back of the Hollywood Sign"- with an anthem spot.
After reading a disturbing letter from a little girl who wanted Lego to tell her why their toys always let the boys be spacemen, shark hunters, and helicopter pilots while the girls had to own ice cream stores or rollerskate on the boardwalk in bikinis - the company needed to reprioritize. They had lost sight of their toy inspiring creativity no matter the gender or the aptitude to hunt under water. At least you can rollerskate down to SpaceX where you're a Senior Avionics Engineer who just happens to look great in a bikini now.
“Everyone deserves a great love story,” was the driving theme behind the summer blockbuster Love, Simon. The film takes a look at what it’s like to navigate high school and how it’s even harder with a giant secret.
Each love story can speak to someone, give someone hope, and inspire change. We met with hundreds of people, some in a romantic relationship, brothers, sisters, parents, step parents, friends, coworkers etc. about what love meant to them. They thought we were only there to interview them, but what they didn’t know was that we reached out to the most important people in their lives to record messages of support and admiration. We brought everyone together for one night, and surprised them with these messages.
password : simon
After creating a successful basketball training program that kids and coaches have been using for years, Fivestar wanted to move on to soccer. On the heels of the World Cup, soccer was growing in popularity with young athletes again. With soccer superstars like Rooney and Morgan behind them, we created two great spots to encourage kids to get involved and out on the pitch.
No one wants to see another beauty/fashion/lifestyle ad where a woman blows kisses, rides a bicycle with a basket full of baby birds, lays on a bed of rose petals while she eats cream puffs, and is magically carried away by bubble gum balloons as the perfect man paints an oil portrait of her. Loren Stewart is not that type of "woman" brand. It's spikes, chains and lightning bolts - not hearts and monograms. The hilarious Natasha Legerro helped us create a sick-and-twisted "lady ad" that wouldn't make us hurl.
GE has research centers all over the globe that are constantly innovating and inventing things that make our everyday lives run smoothly. From creating solar energy solutions to life-changing medical breakthroughs, GE never stops. We took over GE's homepage to highlight these research centers in real time around the world and showcase the amazing technology, R&D, and obviously an army of mind-controlling robots that will take over the world-just kidding-OR AM I?
