agency: EMEHT.
creative direction: John Lee, Jiae Kim
design: Nicholas Skyles
It’s going to be a long time, if ever, before companies like Levi’s can bring their entire production back to America, but you gotta hand it to them for at least making small strides. Step right up, get your $100 501s right here!
agency: Bravo Echo
creative direction: Olaf Richter
design: Pete Alwan
Snowshoe Mountain’s main village is at the top of the mountain. It’s just one detail that makes this little mountain (by Colorado standards of course) tucked away in the Alleghenies of West Virginia so popular with fans up and down the Eastern Seaboard for its skiing, snowboarding, biking, hiking, swimming, golfing, ziplinning, ATVing, clay-pigeoning and pretty much any other activity you can do outdoors. However, it’s not a place you can just show up and expect to fit in. There are rules that must be followed. Rules that everyone must adhere to in order to keep Snowshoe Mountain the sweet little gem it is.
agency: EMEHT.
creative direction: John Lee, Jiae Kim
design: Nicholas Skyles
From miners, cowboys and farmers to artists, hipsters and moms, Levi’s has done a pretty good job covering America in denim. That said, sports fans were left out in the cold. Well, not literally since they were already fans of the product. However, Levi’s saw an opportunity to connect on an even deeper level with this passionate group, so they teamed up with the NFL to create a line of team-branded lifestyle gear. Centered around the hashtag #SHOWUP, this campaign provided great incentive for fans to class up their next tailgate by leaving their ill-fitting team jerseys at home.
agency: EMEHT.
creative direction: John Lee, Jiae Kim
design: Nicholas Skyles
When you think of cider producing regions in America, Austin, Texas hasn’t exactly been the epicenter. Austin Eastciders is turning that notion on its head. Their apples come from centuries-old cider apple orchards in Europe, which means their cider isn’t overly-sweet like most American ciders. They make it that way because it’s how cider was made when it was the most popular alcoholic beverage in America. You know, before Prohibition went and ruined everything.
agency: in-house
creative direction: Jeremy Lacroix
design: Rachel Rochelle
No matter what type of magazine or other publication you produce, issuu will publish it on their site in a beautiful reader for a worldwide audience to enjoy. You also have the option of embedding it on your own site or blog, sharing it on any of your social channels or printing it to distribute traditionally. Currently, there are over 26 million free-to-read publications available on issuu. This was a down-and-dirty brand campaign to attract new publishers.
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.
agency: Genesis, Inc.
creative direction/art direction: Olaf Richter
When Merrell Footwear came looking for a new ad agency, they didn’t have much of a problem. They owned fit and comfort. They had incredible distribution. Their growth was remarkable. What they didn’t have was the attention of Millennials. Standing out in a sea of sameness within the category would be easy. Finding the right connective tissue with this audience became the true challenge. We did so by recognizing a universal truth: as humans, we are never more free than when we are outside. And at no other time in our lives are we outside more than during childhood. It was a time of innocence and wonder. Of fearlessness and endless adventure. And more than anything, pure joy. Our message to this generation became: to live life meaningfully today, let out the child trapped inside.
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.
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.
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.
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.
