Surrender to the feel.

Bose launched their QuietComfort Ultra Headphones and QC Ultra Earbuds in 2023, featuring spatial audio for the first time ever. We knew that the more real the music sounded, the more deeply people would feel it. We created a myriad of content to let people know that sound just got real and invited them to surrender to the feel.

Only 2.8% of popular music is produced by women.

Which means the world is missing out on a huge potential of sounds and perspectives. So in 2023 we created Turn the Dial, an initiative built to increase the number of female and non-binary producers in the industry.

We kicked it off by partnering with some incredible existing producers (including H.E.R. and Pink Pantheress) to help spread awareness. They were so inspired by the idea, they even got together in the studio the day before the shoot to create a custom track for the content.

We joined forces with She Is The Music (SITM), a nonprofit already making waves in this space. Together, we formed the ‘Sound is Power’ Impact Board - featuring top female A&R executives to provide a pipeline for aspiring female music producers. We pledged ongoing support of female-led producer/songwriter camps to create new music, including “producer starter kits” including Bose products and production software donated to SITM women worldwide. 

We partnered with Billboard to seize the biggest celebration of women in music, their annual Women In Music event on March 1st 2023, kicking off Women’s History Month. Bose introduced a brand new “Producer of the Year” award, reinforcing the impact of having representation in the space.

We also created a panel event at SXSW with our partners from Porsche, She Is The Music and head of Brand Strategy. Our panel talked about the importance of bringing more diversity into music production and some of the ways we believed we could turn the dial.

Turn the Dial is a campaign, a movement and an inherent call to action. To realize the full power of sound, the people making music need to be as diverse as the people listening.

It’s not just a vaccine. It’s a shot of humanity.

When it finally arrived, the COVID vaccine was greeted with divided emotions. Some were grateful and full of relief. Others, cautious and full of fear. We took an artful approach to reframe this vaccine from potentially cold and clinical to poetically inviting and hopeful. 

While stock footage had been used in excess over the pandemic, we took unique aerial shots of it to play with the tension of seeing humanity, but feeling so removed from it. We paired it with poetry to help people see a new perspective on something that they’ve been looking at for a long time.

Redefining crave culture with The Call of Carl’s.

Carl’s Jr. advertising has historically been represented by bikinis and babes. We opted to skip the sex appeal and go straight to the bacon with an integrated campaign voiced by Matthew McConaughey.

Sound is power.

Bose is a brand who believes sound is the most powerful force on earth, and like our target audience, we are music obsessed. Over the course of our massive brand transformation, a big tenet of our strategy focused on the types of partners who authentically reinforced the brand. 

We partnered with Donald Glover, an award winning and multi-hyphenate artist, to co-create a film to tease the launch of his upcoming album and business ventures, all while debuting the QC Ultra headphones. This was one of the first big pieces of content released alongside our new brand expression and it was a great way to celebrate the brand’s new look, feel and voice, authentically.

Keep social distancing. Stop medical distancing.

As the COVID-19  pandemic swept the world, another deadly bi-product emerged - the fear of COVID-19. People stopped going to the doctor for regular checkups or even emergencies. 

We turned a famous COVID term (social distancing) on its head to create a simple solution that became our tagline, our idea and our entire campaign. Visually, we took cultural cues from the tape & signage used to enforce social distancing as an ownable way to bring this new rally cry to life.

An ultra strong bag, at an ultra low price.

Just like Hefty, John Cena is synonymous with strength. We needed his help to remind moms that our trash bags weren’t just strong, but they cost less too. This evolution of the campaign showed Cena in every aspect of the grocery store - from the shopping aisle to the checkout counter (in front, behind and even on top).

Designed for all ears, uniquely tuned to yours.

While Bose had been widely known for inventing noise cancellation, the next big thing was here. The latest earbuds could actually “map” the inside of a person’s ear and adjust the audio accordingly. We created films to introduce the only earbuds that were uniquely tuned to the shape of your ear.

As a culminating experience, we created Bose’s first consumer facing launch party. It was the first time we launched the brand’s new tagline, Sound is power and we invited influencers and press.  in partnership with NY Fashion week.

History makers deserve their flowers. 

When Misty Copeland became the first African-American principal of the American Ballet Theatre, we invited the internet to congratulate her with digital flowers. In exchange, Under Armour promised to turn every online rose-moji into a real one that would be delivered to her door. Thousands of fans and brands tweeted @mistyonpointe and within 24 hours, she was showered with a truckload of roses, tweets, and UA love.
Adweek

We were asked to create a PSA. Instead, we created a brand.

The Bezos Family Foundation had an ambitious goal: to create the last ‘early childhood learning’ campaign through a Public Service Announcement (PSA). But we knew we would never be able to break through the clutter. 

We realized that some of the world’s most prevalent brands sit right at the center of integral daily moments with your little one - bath-time, dinner time, and changing time. Vroom was created to seamlessly layer on brain building interactions in these moments. We built a brand from scratch and brought it to life across all different channels (film, print, events, mobile app, etc).

This work makes my heart happy. A few other people that seemed to like it too:Fast Company, Creativity, and AdAge

A tiny kitchen victory worth (briefly) celebrating

Plastic wrap is the worst. It sticks, it clings and even slices with that menacing little saw. Reynolds solved one of the kitchen’s biggest frustrations with one of the smallest innovations - a built in slide cutter. To commemorate, we created the world’s shortest victory song, with over 70 instruments for under 7 seconds. A nod to the time someone would spend using this tiny victory. 

That’s who we R.

In a time when the home buying and selling process is being dominated by apps, Realtors® are the only verified real estate professionals who abide by a code of ethics and wear the “R” pin. We wanted to set the record straight and educate people about what makes their 1.3 million members different from the rest. We partnered with legendary Director X to create a distinct and modern world to bring their story to life.

Obey you.

Sprite doesn't help people dunk better or play faster - Sprite quenches thirst. With "Sprite to Sprite", we created 21 spots framing the new tone of the entire brand and launched them across Europe, Asia, Africa, and North America. We brought the "Voice of Sprite" to life and honored every bottle out in the world for staying true to what it is, and standing by its role as a lemon-lime thirst quencher. This campaign encouraged teens around the world to be true to themselves, just like the Sprite bottle.

The world’s most expensive bake sale.

After finding out we had won 2 of the 5 global coveted Future Lion awards, four advertising students held the world’s most expensive bake sale so they could pick up the awards in person. I still don't know how this worked. Or who let us wear jean shorts on stage.