CHURCH OF HOOPS
Due to a steady increase in the crime rate in Chicago, the city—arguably the basketball Mecca of the world—has seen a significant drop in basketball participation among middle- and high- schoolers. Nike wanted to restore belief in Chicago basketball to help keep kids in school, off the street, and on the court.
What better way to reignite belief and a sense of belonging in Chicago hoops than to create a basketball HQ with faith at its core? We gutted the old Church of the Epiphany and turned it into a complete training grounds for our target. Boys and girls of middle- and high- school age were invited to a Nike boot camp. The space offered the high end amenities of a proper basketball facility, including a full length court, lockers and lounge area, weight and trainers room, and free Nike gear.
AMEX JERSEY ASSURANCE: THE FIRST-EVER PROTECTION PLAN FOR BASKETBALL JERSEYS.
NBA fans love to wear the jerseys of their favorite players. And at $200 each, they aren’t cheap. No wonder fans are distraught when their favorite player changes teams - in the NBA, 70% of players changed teams in 2018, alone.
Partnering with the NBA and Fanatics, we created a way to turn sports disloyalty into brand loyalty.
Sports apparel brands created the business model that pays elite athletes millions of dollars in exchange for their visual identities, then exploits those identities to profit by the billions. They become commodities—their image, style, and even initials absorbed as part of the great commercial machine. Powerade wants to disrupt the model, by giving all athletes—not just the elite few—the power to know they can own their own identities.
At this year’s McDonald’s All-American Game, we gifted all 48 participants with the power to own their very own, professionally designed brand identity. Most importantly, they received a document, turning over full ownership and the copyright of the design to them, allowing them to use it however they wish, in perpetuity.
THE SURGE x BURGER KING PAGER
Surge, the popular 90s soft drink, is back exclusively at Burger King. We helped Coca-Cola spread the word of its return by looking to another 90s icon—the pager. The throwback tech does one thing, and one thing only: lets you know when Surge is flowing at a BK near you. The campaign is comprised of a teaser, a long form piece (similar to a new product reveal), and hidden camera footage of an actual pager kiosk set up right outside of an Apple store. In addition, functioning pagers will be distributed to hardcore Surge fans to help spread the word.
WHAT IF A DIGITAL GAME HAD REAL-WORLD CONSEQUENCES?
Super Rally, a first-of-its-kind tennis game, went beyond augmented reality, blurring the lines between the digital and physical worlds. Guided by tennis legend Venus Williams, players returned digital serves at real-world targets. With each hit, physical targets inside our activation space would light up, drawing the interest of spectators into the experience.
The video says it all.
YOU CAN'T SMELL LIKE AN NBA SUPERSTAR. BUT NOW YOUR KIA CAN.
Our latest work for Kia Motors unveiled their newest innovation: air fresheners with the "distinct in-game musk" of your favorite NBA teams.
We revamped a forgotten piece of automotive paraphernalia to excite and engage NBA fans—giving them a new, compelling reason to stop by their local Kia dealership for a test drive.
Over 18,000 air fresheners were created and distributed to 190 dealerships across America. Additionally, the content was made available for dealers to run in local markets and the 190 participating dealerships.
The video launched with Creativity naming it an Editor’s Pick, and The Drum and LBB also provided great coverage. Finally, NBA star LeBron James gave an unsolicited approval on Twitter to his 34.5 million followers.
LIGHTS, CAMERA, ABSTRACTION.
All-Star Weekend is a celebration of more than just basketball. It’s where art, tech, and of course the culture of basketball intersect. So, we deconstructed basketball, so fans could see and feel basketball in a new, yet familiar way – part interactive hoops museum, part Instagram paradise.
AIR TENNIS IS A MULTI-SENSORY, 4D TENNIS GAMING EXPERIENCE.
Unveiled at the 2017 US Open, it helped fans feel the fundamentals of tennis in a totally untethered way. Combining the basics of tennis with gaming, fans were able to feel the heightened sensations of tennis, regardless of their skill levels. The game needed no controllers. The goal: keep the ball in play and go for the longest rally.
"AMEX aces the US Open Fan Experience." --The Drum; US Creative Work of the Week
DUB NATION TO THE IMAX: THE FIRST-EVER LIVE-STREAMED SPORTING EVENT AT AN IMAX THEATRE IN NORTH AMERICA
Golden State Warriors fans, known collectively as Dub Nation, root for arguably the best team in the NBA. With the team on their way to a regular season wins record in 2016, more than 150 consecutive sold out games, and the largest Season Ticket Holder waitlist in the NBA, demand to see the team live has made tickets hard to come by. To bring fans closer to their favorite team, American Express emulated the Oracle Arena experience at a local IMAX theatre, live-streaming one game just for Card Members. It was the first-ever live streamed sporting event at an IMAX theatre in North America. The experience sold out in under five hours.
We created promotional posters for the event that were used for social and in-theater marquees (placed weeks before the event).
With a strong claim and a powerful roster of athletes, Powerade sets the tone to be a complete sports drink.
We called upon comedian Sacha Baron Cohen to promote the NBA's upcoming season. In this campaign, Sacha, the star of HBO’s Emmy-award nominated ‘Da Ali G Show,’ interviews NBA elites as only the well uninformed Ali G can only do.
New York is blessed with two great professional football teams that shares its name. This campaign wanted to celebrate just that. Actually, it wanted to compete for it...
So here's a shot at pharma (who knew it could be fun).
The purpose: to educate at-risk people and their loved ones about very high triglycerides, but in a thought-provoking, entertaining and sharable way. And who knows more about the benefits of fish oil then, well, fish? To bring it to life, we highlight the banter between two Striped Bass—Sal and Marty—who discuss the merits of exercise and a healthier diet, as well as some other rather inane stuff. It quickly became Twitter's Top 5 Performing Health Campaign ever.
Thousands of new Instagram followers, tons of press, and one cease & desist.
To help Dos Toros Taqueria launch their 4th restaurant in Williamsburg Brooklyn, we created Citi-Guac. A 5-day street activation which hijacked Citi-bikes to make them look like Dos Toros delivery vehicles. Using custom-made delivery boxes, we distributed free chips & guacamole and a Tecate redemption with each picture posted on Instagram. Our riders were given jammy-packs that played hip Mexican music while en route.
So for a brief moment Vince Young was the next best thing in the NFL. Reebok wanted to capitalized on that.
Brooklyn Lager ambient media campaign that's close to home.
Monster.com asked us to create a billboard that showed how it was the best at matching skill sets to job openings, so we used the billboard to find a billboard painter. True Story.