LIFEWTR was created to prove that water can be more than just hydration. The brand leveraged its purpose as a key differentiator; to support and advance creation and creativity. With its label acting as a canvas for art, LIFEWTR releases a new series of bottles multiple times a year showcasing emerging artists - each designed to inspire the mind and refresh the body.
We introduced LIFEWTR at Super Bowl 51 through a 360 campaign inclusive of TVC, social response lab, a social activation, website and content across all social channels with a singular, purposeful message; 'Art makes life #MoreInspired.'
LIFEWTR was the most successful launch in NA PepsiCo Beverage history. Campaign reached 73MM people, 55% more than expected and 88% more Social Engagements than expected.
LIFEWTR Launch Spot on Super Bowl
LIFEWTR - #ArtByAWoman
This LIFEWTR activation has won the 2018 Effie Award. 2018 Webbie Award. And the 2018 Epica Award.
When we were tasked to launch the new LIFEWTR “Women in Art” series of bottles, we discovered a jarring statistic: 51% of today’s visual artists are women, yet their work makes up less than 5% of permanent collections. So to further drive the importance of featuring women artists on our bottles, we decided to amplify the idea and combat this under-representation by creating a new gallery for women to showcase their art.
We created the LIFEWTR Open Gallery: comprised of multiple media spaces including high-profile out-of-home in Times Square and a gallery wall built in Lincoln Center, NYC.
Canon 'Project Imagin8ion'
Project Imagin8ion earned 2011 Cannes Gold, Silver and Bronze.
100,000 images were entered into Canon's Project Imagin8ion in just 20 days. At a world record pace, photographers entered their images into 8 key cinematic categories: Character, Setting, Mood, Relationship, Time, Goal, Obstacle, and the The Unknown. Ron Howard selected the 8 winning images, then his team of writers and producers used them as inspiration creatively weaving them into a short film that was premiered at the Natural History Museum November of 2011.
Project Imagin8ion was featured on Late Night with Jimmy Fallon, Fox News, The Today Show and Attack of The Show.
Launch Spot 'Parade' - Dante Ariola
Project Imagin8ion Case Study
Canon's Project Imagination: when you find me
Canon 'Story Beyond The Still'
Canon's 'The Story Beyond The Still' project won 2010 Cannes Gold, Silver and Bronze.
The final film, with all 8 Chapters stitched together, was screened at Sundance Film Festival.
The Story Beyond The Still contest page has all of the submitted videos, the finished film and the filmmaker forums. Click here to view the page.
Working with the Pulitzer Prize winner photographer and Vimeo.com, we created the first ever user-generated HD film contest where photographers become directors and they look beyond the still. The contest, an 8 month program, was started by giving Vincent Laforet a single still photo which he interpreted in an HD video titled 'Cabbie'. Shooting with the Canon 5D, his film ends with another still, which is then passes onto the next film-maker to re-interpret, taking the story in a new direction. It's a social experiment in the world of film-making. An HD video chain letter with still photographs as the link.
Canon 'Story Beyond The Still' Case Study
Fox Sports MLB Playoffs
The Fox Sports MLB 'Beware Of Things Made In October' campaign earned a Cannes Gold Lion.
The idea came from the fact that baseball fans are completely absorbed in the MLB Playoffs for the month of October. The serious fans watch from everywhere: home, the bar, and maybe even work. And if fans are watching at work, then they might not be as focused as they should be. We might want to beware of things made in October. Baker Smith of Harvest directed the campaign. One of the most inspiring editor that I've had the chance of working with is Hank Corwin, who cut the 'Nailgun' spot. His career is a spectacular one including films such as Natural Born Killers and JFK.
The spot 'Nailgun' was nominated for an Emmy and featured in Shoot magazine. The campaign featured in Adweek magazine.
FOX SPORTS 'Nail Gun'
FOX SPORTS 'Leaf Blower'
Mean Stinks 'Takeover'
2 shortlists in the 2015 Cannes Film Festival.
Bullies are using the platforms like Instagram, SnapChat, Facebook and Twitter to hurt other young people. So this year, Secret wanted to take social media back with a live event called the TAKEOVER. This Secret 'Mean Stinks' digital effort linked over 2,000 schools on YouTube LIVE to spread NICE through social media.
Over 40,000 students participated. The event was featured on the TODAY SHOW.
Fox Sports NHL Playoffs
The campaign earned a Cannes Silver Lion and Sliver at D&AD.
What if hockey fans actually got tougher as they watched the games? Fox Sports NHL 'The More Hockey You Watch, The Tougher You Get' campaign shows different hockey fans watching game, and simultaneously gaining in toughness. The more games you watch, the higher your tolerance to pain. The campaign was shot by Rocky Morton at MJZ.
The campaign was featured in Shoot magazine.
FOX SPORTS 'Dumpster'
FOX SPORTS 'Anti-Freeze'
Nike 'Guerilla Tennis'
The spot earned a Cannes Silver Lion.
This concept was originally presented to Nike as a series of live events across the world where the tennis superstars Andre Agasi and Pete Sampras would string up a net and turn the area into a hard court. Tennis has always been seen as more of a reserved, quiet sport where the crowd has to hush for every point. Nike wanted to bring more excitement to the game. 'Guerilla Tennis' was Spike Jonze's first nation TV spot. It was shot in downtown San Francisco.
NIKE 'Guerilla Tennis'
Starbucks 'Red Cup'
This was a Starbucks Red Cup holiday campaign created by Creature/Seattle. They both appeared on a Starbucks microsite.
Starbuck's “Fear Santa” is a holiday viral film from the Seattle agency Creature. A holiday shopper leaves his Starbuck’s Red Cup on top of a cab and goes on a wild ride through the streets of San Francisco. “Fear Santa” was the ‘Spot Of The Day’.
Starbuck's “Tis’ The Season” is the 2nd viral holiday film by The Starbuck’s Red Cup goes on a journey through a crowded airport ending up being kidnapped by a crazed Santa.
The Red Cup viral campaign featured on the www.inspirationroom.com.
STARBUCKS Red Cup
STARBUCKS 'Tis The Season'
Nike 'Baseball Strike'
This campaign won One Show Gold.
NIKE 'Radar' is one of many ‘Play Ball, Please’ spots in the campaign. The work was launched right at the beginning of the baseball strike. Each day that the strike continued, another spot in the campaign would run. Joe Pytka shot over 20 different spots in one day at the San Diego Padre's Jack Murphy stadium. Ryan Stiles, an up and coming comedian, played the one loan fan sitting in the empty stadium attempting to pass the time while waiting for the game he loved to begin again. Ryan Stiles later gained greater fame in the hit show ‘Who’s Line Is It Anyway?'.
The 1994–95 Major League Baseball strike led to the cancellation of between 931 and 948 games overall, including the entire 1994 postseason and World Series.
The campaign featured in Baseball Weekly and the Wall Street Journal.
WSJ 'Adventures In Capitalism'
The campaign earned One Show Silver pencils.
Harold Einstein, Jim Haven and myself pitched and won the Wall Street Journal. The WSJ was looking to give more personality to the paper - but to do it in a way that didn't take away from the integrity and history of paper. The campaign 'Advertures in Capitalism' featured the famously familiar WSJ masthead altered to include a range of different business insights. Billboards and outdoor blanketed key cities across the country.
Levi's Engineered Jeans
This 3 spot campaign was shot in Iceland and Japan by the directing team of Arni & Kinski. The directing team (originally from Iceland) picked these locations because of the very distinct looking landscapes. They created the visual effect by continuously looping a series of still photographs.