Creative Director: Benjamin Vendramin Art Director: Morgan Owen (a.k.a. "me") Copywriter: Tyler Sharkey
Challenge:
How do you bring the entrepreneurial spirit of Showtime’s hit series Billions to life, and reach a new audience that would be receptive to the show for season 2?
Solution:
We turned the popular crowdfunding platform, Kickstarter, into a social platform, to spread the word about Billions.
First, we created a profile page for Axe Capital, the fictional company from the show. Then, Axe Capital began backing real world projects, getting Creators to their funding goals. Creators became evangelists for the brand, making the hashtag #BackedByAxe a social media rallying cry as other creators asked for Axe Capital to back them. We turned Kickstarter’s crowdfunding platform into a social platform and brought the world of Billions to life when its fictional company began investing in real companies in the real world, and in the process, introduced Billions to a whole new audience.
Some of the Companies funded by #BackedByAxe
Creative Director: Benjamin Vendramin Art Director: Morgan Owen (a.k.a. "me") Copywriter: Tyler Sharkey
WP Narrative_ wanted to counter Donald Trump as he twisted the conversation to make taking a knee in protest an un-American act. The public needed to be reminded of the reason behind these protests. These were not feckless athlete's co-opting a national pastime for their own political issues, but instead true Americans performing a powerful sign of respect and peaceful protest that was honoring real lives that have been lost due to systematic oppression and brutality from the government entrusted to protect them.
So we recreated some of the most infamous and tragic police violence videos with an athlete kneeling in place of the victim while the audio from the original videos played over the image.
With no media support, the film garnered millions of views and was shared socially by celebrities like Jesse Williams, Niecy Nash, D.L. Hughley, Jasmine Sanders, Tracee Ellis Ross, Tamia, Regina Hall, and Snoop Dogg.
ECDs: Shayne Millington, David Banta
Copywriter: Nick Ciomperlik Art Directors: Ricardo Munoz, Morgan Owen (a.k.a. "me")
Challenge:
How do you get a room full of Microsoft employees excited about another video featuring products they are intimately familiar with and probably have seen too much of already?
Solution:
Start your Microsoft video with footage of Steve Jobs. At the Microsoft Ready Event, we knew it was easy for people to tune out the videos between speakers: a series of glamour shots and upbeat music for products they know like the back of their hand. So we shocked them awake with narration from Steve Jobs, Tim Cook, and Jony Ive, and in possibly the sassiest turn for Microsoft, we literally closed the screen on Steve Jobs and showed off all the press quotes proving that our hard work had paid off and Microsoft Surface was being recognized for producing better products than Apple.
ECD: Jim Kotulka Creative Directors: Slade Gil, Jason Gorman, Daniel Massih and Gary Lim
Copywriter: Alex Basak Art Directors: Camilla Ciappina, Morgan Owen (a.k.a. "me")
Production Studio: Harbor
Challenge:
How do you let millennials know that Citibank has designed a card just for them, one that rewards them for everyday purchases that they’d normally use their debit card for?
Solution:
We showed them that the Rewards+ card was Big on the Little Things quite literally. Through the technique of forced perspective, we made everyday purchases appear enormous and had our characters interacting with them in fun ways for a series of social videos. We even made our “Big on the Little Things” messaging grow with each purchase, until it was large enough to knock over things in the real world. And in the grandest executions, we painted enormous billboards where “Big on the Little Things” couldn’t even be contained within the ad space. All of this to show millennials that a credit card that rewards every purchase, even a morning coffee, to the nearest 10 points, really is BIG on the littlest of purchases.
Uncontainable Billboards
Art Director & Copywriter: Morgan Owen (a.k.a. "me") Photographer: Cody Guilfoyle
Admitting the Low Price is What Matters Most
Since being acquired by Choice Hotels™ in 1990, Econo Lodge’s identity has been lost within the holding company’s range of budget hotels. It is time for Econo Lodge™ to separate itself from its sister brands and embrace the low-expectations and cheap ideals of their core customers. A tongue-in-cheek, integrated ad campaign will laud the brand’s limited amenities as product benefits to both amuse and resonate with its target demographic: older, economically-minded, frequent travelers.
Primary Typeface: Linotype® Impact™
Print Ads and Billboards
Photographer: Cody Guilfoyle Model: David Lindsey
Photographer: Cody Guilfoyle Model: David Lindsey
Photographer: Cody Guilfoyle Model: David Lindsey
Geo-Targeted Mobile Ads on Waze
The ads will only target Waze Users with a final destination far enough away that it would cost more to drive there than to sleep at the nearest Econo Lodge for one night.
The targeted user must fit the following criteria:
- The user is following directions from Waze
- The user is driving within 20 miles of an Econo Lodge
- The time is between 6 PM and 5 AM
- The user's destination must be far enough away that the average car's gas costs are higher than the cost of one night at the Econo Lodge. If a room is $39 USD and is gas $3.55 a gallon, the average car (at 23.6 mpg) could drive 259.3 miles for $39. The ad would only display for users with a destination that is farther away than 259.3 miles.
Data-Mining Facebook Ads
These ads look for old friends that the user hasn't visited recently and live far enough away to require an overnight stay, but close enough that driving is cheaper than flying: 200 ~ 600 miles. It then displays the average gas cost for the average car at current gas prices and the cost for an overnight stay at the Econo Lodge nearest to the user's friends. Clicking on the ad would automatically take the user to the booking page for that Econo Lodge, with the date filled in for Saturday of that weekend.
The ads can also use a friend's name and state instead of their city, if they don't live near a large, iconic city.
In-Motel Continuation of the Campaign
Cross Promotion Ad: To be placed in rooms reserved by adults that aren't accompanying children.
Art Director & Copywriter: Morgan Owen (a.k.a. "me")
Dole® Embraces the Raw Vegan Lifestyle
As the world’s largest producer of fruits and vegetables, the Raw Vegan diet is a perfect match for the Dole® corporation. Shifting away from kid-centric advertising, Dole® FruitFit™ is designed for adults seeking a total lifestyle change. With a smartphone app, website, and branded merchandise, Dole® can position itself to become the dominant name in the Raw Vegan movement.
The FruitFit™ application can analyze a user’s fitness and lifestyle to recommend the best combination of fruits and vegetables for each user in a gradual, doctor-approved program. FruitFit™ suggests a combination of fruits and vegetables based on user’s taste preferences and dietary needs and then finds local suppliers with the freshest and best prices for those Dole® products.
Primary Typeface: Linotype® Vectora®
Mobile App for iPhone and Android
FruitFit™ is designed to be used while exercising
FruitFit™ is designed to be used while shopping, as well
Desktop Website
Transit Ads
The small text reads: (True, this has little to do with fitness and is more about keeping the cherries from splitting; we just wanted to brag. Now go download our free fitness and food guide app. Pretty please with a — oh, you know the rest.)
Branded Merchandise
Sold Online and throughout national grocery stores and other Dole® fruit and vegetable suppliers, the Dole® FruitFit™ Fitbit® Fitness Trackers will be sold at a lower price point and are designed to work exclusively with the Dole® FruitFit™ app and website.
FruitFit™ users encouraged to show their pride at being FruitFanatics by wearing branded FruitFit™ clothing produced by top-of-the-line, vegan, fitness apparel companies.
Art Director & Copywriter & Russ Simms' Photographer: Morgan Owen (a.k.a. "me")
Hunting Mythical Creatures in New Regional Markets
Outside the SweetWater distribution area, and the minds of some particularly rabid brew fanatics, SweetWater beer is relatively unknown. As the company continues its slow creep across the United States, it needs to build interest in each new market before it gets there. The solution is a real-time, content-creation powered tease campaign that is tailored to each market. As every state has its own set of mythical creatures, a hunt for those creatures would make each campaign unique.
Let’s look at SweetWater’s introduction to Oklahoma through the tracking the legendary Deer Woman. Saturating the OOH market with the website address and the #TrackingTheDeerWoman hashtag invites customers to join our master tracker, Russ Simms, and his rag-tag crew of adventurers as they begin documenting their exploits on social media in real-time in Oklahoma. Starting August 28th, lucky Oklahomans may spot Russ throughout the state during the hunt. Russ will interview various local officials, celebrities, and elders as he digs into the research, always quickly posting it online. Whenever the crew camps for the night, fireside chats will be hydrated by SweetWater’s fine beer, but no specific attention will ever be called to it.
While the hunt may appear to be motivated by the usual George Mallory “Because it’s There” reasoning, in actuality, it will turn out to be a quest for the mythological creature’s approval of SweetWater beer and its entry to the Oklahoma market — all of which will be revealed after some weeks of tracking. Celebratory “Deer Woman” themed parties, hosted by Russ, will pop up across the state in the following days as various watering holes begin carrying SweetWater on tap.
Russ Simms performed by Ian Hills
Primary Typeface: Linotype® Avenir®
Print & Out-of-Home Ads
Digital & Television Ad
Social Media
Russ checks in with his followers on Snapchat throughout the day.
Website
Campaign Reveal & Celebrations
Snapchat Filter available only to users located Oklahoma
Snapchat Filter available only to users located Oklahoma
Art Director & Copywriter & Co-Conceptor: Morgan Owen (a.k.a. "me") Photographer & Co-Conceptor: Cody Guilfoyle
Hair & Make-up: Stella Reed Model: Shenara Musthaq
Using Media Channel Takeovers to Reach Hip Moms
The Super Soaker™ product line was once the “it” product that had elevated squirt guns from an occasional summer pastime to a desirable toy that children would hound parents for and put on their Christmas Wish List. The innovative air pressurization system changed the water toy category from a young child’s disposable toy into a long-range weapon of hydrating fun that was enjoyed by young teens and adults alike. It crossed the gender barrier, engaging male and female, young and old.
Now many of those young teens are young mothers and while advertising can encourage children to ask their parents for the latest gadgets, Nerf® has a unique opportunity with Super Soaker™ to pull on the thread of nostalgia in today’s young mothers and remind them of the Super Soaker™ name in an unexpected way: The toys will present themselves in the world of high fashion, showing off their colorful and futuristic designs alongside beautifully dressed and posed fashion models, effectively hijacking the fashion media channels that have already attracted the mothers of the product line’s traditional target audience.
Special Thanks to Factor | Chosen Atlanta for connecting us with our model.
Primary Typeface: Linotype® Futura®
Print & Billboard Ads
For placement in haute-couture magazines and venues
Print ads in haute couture fashion magazines
Billboards displayed in haute couture shopping venues
Social Media
OOH Cross Promotion
Teaming up with Neiman Marcus, Super Soaker™ features its products in motion sensitive window displays held by mannequins dressed in the season’s hottest fashions. The guns are modified to fire short bursts of water whenever people walk by the display, spraying down the window.
The Neiman Marcus / Super Soaker™ windows are designed to attract social media attention and Super Soaker™ will monitor and repost the best social media activity. Particularly enthusiastic posts will be rewarded with coupons, and sometimes even shipments of the products themselves.
Experiential Marketing
Teaming up with a highly lauded fashion designer, Super Soaker™ will crash New York’s Fashion Week with a memorable runway finale by equipping the models and select audience members with the complete line of Super Soakers for an epic water battle instead of the usual final parade of the models.
Art Director & Copywriter: Morgan Owen (a.k.a. “me”) Portrait Photographer: Cody Guilfoyle
Traumatic Bonding Is the Basis of Our Relationships with Our Felines
As cat owners, we will tirelessly defend the intelligence, beauty, and personality of our cats. We dote on them, spending thousands of dollars on accessories and services aimed at improving their wellbeing. Yet almost every owner will quickly agree that our cats do not really care about, or even necessarily notice, our efforts. If pressed, most of us have stories of wanton destruction, and often personal injury, perpetrated by our beloved cats.
As much as we love our cats, it can seem like a one-sided relationship. We all know that the power rests at the paws of our cats. We are in love with our abusers.
We better keep them well fed, lest they finally decide to eat us.
Secondary Typefaces:
- Daniel by Daniel Midgley, Haiku's Script by Poemhaiku
- FOFER Handwritten by Angie Von Slaughter
- Architect's Daughter by Kimberly Geswein
Primary Typeface:
- Monotype® ITC American Typewriter™
Brand Manifesto
Print Ads and Transit Posters
Photographer: Cody Guilfoyle Model: Erin McGlothlin
Photographer: Cody Guilfoyle Model: Olivia Phelan
Photographer: Cody Guilfoyle Model: Steven Graziano
Online Ads and Social Media
Buzzfeed Moblie Website Take-Over Ad
Promotional Marketing Products
Given out free on Social Media, at Events, and in select Pet Product Stores
Whiskas branded adhesives bandages included in the First Aid kit
Art Director & Copywriter: Morgan Owen (a.k.a. “me”) Portrait Photographer: Jeff Morgan
Dependable, Tasty, and Convenient
Atlanta's Majestic Diner is more than a landmark, it is a promise:
You'll get the same good food they've served since 1929, no matter the hour.
This campaign isn't so much about brand awareness as it is about transporting the brand from the back of the brain to the front. The diner's famous menu has something for everyone and when you are having a bad day, a traditional diner meal might be just what's needed to turn that day around.
Primary Typeface: Linotype® Futura®
Secondary Typefaces: Monotype® ITC Officina® Sans, Monotype® Coronet®
Transit Posters
Placed throughout Atlanta's MARTA Bus Stops, Subway Stations, and Train Cars
Photographer: Jeff Morgan Model: David Mobley
Photographer: Jeff Morgan Model: Taylor DiPaolo
Photographer: Jeff Morgan Model: Robert Hajek
Interactive Digital Poster
The digital billboard will be placed in high traffic walkways where people will be inclined to play with it.
Swipe through the slideshow to see the poster change.
Photographer: Jeff Morgan Model: Robert Bienvenu
Bus Wrap
Unique “Bad Days” for each bus
Please swipe through slides above and below to read the bus window captions.
In-Restaurant Continuation of the Campaign
Experiential Marketing
Distributed through Atlanta's Piedmont & Grady Hospitals and locally owned car repair and/or body shops.
Art Director & Copywriter: Morgan Owen (a.k.a. “me”) Portrait Photographer: Cody Guilfoyle
Embrace Your Face with Beardish Fingers
One’s beard should not be a scraggly, scratchy, briar patch that grows like a blight upon those manly cheeks. It should hug the curves of your face, each hair like the velvet finger of a freakish, many-tendriled, beard-glove. No matter how you style it, from a highly manicured Hulihee to a big, bushy Bandholz, one’s beard should be a silken testament of masculine prowess. It must enchant, awe, and inspire. The 2 Bits Man™ ensures that curious smoothfaces (the beardless ones) will be rewarded for their inquisitive petting with a life-changing, tactile experience of exquisite softness.
Primary Typeface:
- Monotype® Scotch Roman™
Secondary Typefaces:
- Linotype® Weiss®
- Linotype® DIN 1451
- Foundry Gridnik™
- Monotype® Eccentric™
Print Ads & Posters
Photographer: Cody Guilfoyle Model: Brendan Brines
Photographer: Cody Guilfoyle Model: Elliot Cohen
Photographer: Cody Guilfoyle Model: Robert Hajek
YouTube Ad
Social Media
Experiential Marketing
The bearded taxi is stocked with free The 2 Bits Man™ sample products and rides are discounted 20%. Customers are encouraged to take selfies with the taxi. The taxi will tour major North American cities, announcing its presence online only when it has already arrived at the new city.
Photographer: Cody Guilfoyle Production Art Director: Morgan Owen (a.k.a. “me”)
A Series of Portraits of
The Heavy Weight Champion of the World
When my friend, professional photographer Cody Guilfoyle, was approached to shoot portraits of Evander Holyfield for the Champion's agent, I jumped at the opportunity to take part in such a special assignment. I assumed the role of Production Art Director, making sure we achieved all the different shots needed by the designers of the new website Holyfield was endorsing, while at the same time working with Cody and Daniel Lockwood (another friend and professional photographer who assisted on the shoot) to get the best lighting and framing possible within Holyfield's hometown gym.
It is a rare moment to meet a living legend: let alone spend over three hours working with him, hearing stories, and learning lessons.
It is an experience I won't soon forget.
