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KIND SNACKS – #kindawesome

May 13, 2016

agency: EMEHT.
creative direction: John Lee, Jiae Kim
design: Nicholas Skyles, Melissa Jun

Sit down with the founder of KIND Snacks and you’ll hear the word “and” a lot. He believes there’s no reason his snacks can’t be both healthy and tasty. This brAND philosophy gave KIND a unique position in the market, which is summed up in their lengthy tagline: Do the KIND thing for your body, your tastebuds & your world. The more we learned about the company, they more realized what they were doing was “kinda awesome,” and just like that #kindawesome was born. The campaign, in conjunction with the brand refresh, contributed to the doubling of KIND’s business in one year, from $200M to $400M.

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NIKE – Flyknit Lunar One+

May 12, 2016

agency: emeht
creative direction: John Lee, Jiae Kim
animation: Laundry

I’ve been an Adidas fan as long as I can remember, but you gotta give it to Nike for their ridiculously-innovative ways. This project launched right at the beginning of the whole basket-weave fad, which it turns out was much more than a fad. Flyknit is definitely the new standard in athletic shoe comfort. That said, you can guarantee those in Beaverton are busy coming up with the next big thing. Stay tuned…

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SHIMANO – Perfect Pair

May 12, 2016

agency: Genesis, Inc.
creative direction/art direction: Olaf Richter

No other bicycle component manufacturer has impacted the industry quite like Shimano. Although footwear isn’t technically a component, its connection to the bike’s powertrain can’t be understated. Shimano redefined the the shoe-to-pedal interface with the introduction of SPD back in 1990. Since then, delivering footwear with the same level of innovation, material selection and flawless functionality as every other Shimano product has remained a top priority. As more and more footwear competitors entered the market, it was our job to make sure both consumers and dealers saw Shimano footwear as one more essential component on the bicycle.

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IBM – Engines of a Smarter Planet

May 12, 2016

agency: Ogilvy & Mather
creative direction: Vicky Azarian/Chris Lindau
art direction: Gina Whitt

Have you heard? Small to midsize businesses are the engines of a smarter planet. Sounds believable enough, right? Well, it was our job to convince SMBs they should fork over a chunk of change to IBM to make their business run smarter. Using current IBM customers, we created a series of animated videos to help tell these companies’ stories. The videos lived on the main SMB landing page, which also included games visitors could engage with while imagining all that IBM could do for them.

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PEARL IZUMI – Project E:Motion

May 12, 2016

agency: Genesis, Inc.
creative direction/art direction: Olaf Richter

They should rename the athletic shoe business the athletic shoe “claims” business. If you aren’t trying to convince people your shoes are built in some special way that will practically take all the work out of running, well then, you just aren’t going to sell many shoes. Imagine our surprise when Pearl Izumi came along and had actual scientific proof that their new midsole design indeed provided a more efficient run. At that point, we just had to piss off dog lovers and make a small child cry.

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JTC ENGINEERING – A Better World

May 12, 2016

agency: McClain Finlon
creative direction: Mike Weed
art direction: Joel Barnard

If there’s one thing you can say about JTC Engineering, it’s that they know how to get things done. Our task was to highlight some of their best work in a fun and interesting way. You know, pretty much the exact opposite of what you’d expect from an engineering firm.

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JEN HUDAK – Moving Mountains

May 12, 2016

A fun little video series I worked on with filmmaker Jon Roderick and skier Jen Hudak. I wasn’t able to travel with them to all the jealously-inducing locations around the world, but it was a fun project nonetheless. Straight up ski porn, brah.

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IBM – Diversity

May 10, 2016

agency: Ogilvy & Mather
creative direction: Vicky Azarian/Chris Lindau
art direction: Gina Whitt
photography/illustration: Heimo

I had long appreciated how smart the current IBM work was, which I was able to experience directly during my time at Ogilvy. This campaign was obviously a little different than most of the other work that was being done, but the overall “Smarter Planet” campaign’s visual interest translated nicely here via the work of Heimo.

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EDDIE BAUER – John Ryan

May 10, 2016

agency: Lowe & Partners
creative direction: Vince Engel
art direction: Thomas Richie

It was a tough time to be working on Eddie Bauer. They were in the midst of trying to shed their outdoor-enthusiast reputation and become a “fashion” brand targeting city dwellers, poorly. Thankfully, this project grounded in pure inspiration landed on our desks. John Ryan is a stud, plain and simple. A paraplegic, he hand cycled across the length of Canada to raise money for spinal cord regeneration research.

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AMEX – spg. Card

May 10, 2016

agency: Digitas
creative direction: Kim Snow
art direction: Tony Larsen

The AMEX spg. (Starwood Preferred Guest) card is all about earning hotel points that can be used at Starwood properties all around the world. In fact, it’s so generous, you can earn a three-night stay after your first purchase. Somewhere around the third day of beating our heads against the wall, we came up with this simple visual solution of using the AMEX card as a hotel key. File under: painfully obvious.

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CRUNCH GYM : Grand Opening

May 6, 2016

agency: Dimassimo
creative direction: Mark Dimassimo
art direction: Jon Rosen

A series of print ads used whenever Crunch Gym needed to announce the opening of a new location. Crunch was a great client that understood how to get a lot of attention with a very limited budget. As much as they let us push the envelope, we were still amazed at how quickly they bought off on our idea of “virgin equipment” enticing people to come take a ride.

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