ADVERTISING CAMPAIGN

Hypertargeting

In an effort to get the attention of some of the biggest advertising agencies in the world, we personalized messages to their Executive Creative Directors, Founders, and creatives and put them in places along their commutes that they couldn’t ignore.

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Icing on the Cake

On the same morning that the Out-Of-Home installs went up, we delivered a copy of Film + Music Magazine in a campaign-branded wrap to every agency that we targeted along with gift cards to nearby coffee shops for their entire staff.

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"Right outside my office window. That's some intense targeting."

"Right outside my office window. That's some intense targeting."

Gerry Graf

Chief Creative Officer, Barton F. Graf

"The best subway poster I've ever seen and I'm not even being biased or anything."

Frank Cartagena

Executive Creative Director, 360i

"I love your 'Favorite Person' poster idea outside of Grey"

Paul Safsel

Creative Director, Grey Advertising

Behind the Brand

Photography

Behind the Brand

Behind the Brand

We knew from the start that if these installations looked too “cool” they’d be less likely to stand out among the plethora of other ads in NYC and LA. So, we stripped them down to the bare essentials, knowing that’s exactly what it would take to draw the eye.

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As for our color palette and typeface, we knew we wanted it to feel elegant and elevated but not so premium that it was stuffy or unapproachable. We eventually landed on a style somewhat reminiscent of newspapers, which created a sense of relevancy and reinforced trustworthiness,  simultaneously.

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Our deliverables spanned billboards and wallscapes, posters and other print pieces, so we had to design a system that felt proportional and consistent in every context. Setting some parameters for the width of the borders and their relationships to other objects made every piece feel like it belonged in the same family.

Content

Art Direction
Graphic Design
Billboards
Window Installations
Posters
Street Vendor
Magazines
Giftcards
Social Media

Credits

Creative Direction
Ryan Smith, Counsel

Art Direction
Ryan Piper

Graphic Design
Ryan Piper
Isaac Esquibel

Maggie Simmons
Farrah Yoo

Copywriting
Ryan Smith
Steven Schwartz

Photography
Mike Finn

Video

Michael Ko