It’s a simple truth—you can’t get girls if you have flakes. In fact, dandruff will make women disappear from your life altogether. All we did was take that truth to some exaggerated heights with the help of Rocky Morton and Method Studios.
Directed by Rocky Morton
This was the first TV work out of V&S. It was a major departure for our brave client. So many thanks to the good and kind people over at DISH for helping us make something we were all be proud of.
Directed by Mike Maguire
WICKY WICKY WEBPAGE//
On the day of the DJ HERO launch, the biggest in Activision’s history since the original Guitar Hero, we unleashed a full digital assault on the world, including this page takeover. Gamers everywhere were able to spin and scratch 20 of the biggest music and gaming sites. Literally. Watch the video below or wicky wicky yourself by clicking HERE.
WEBSITE MASHUP//
The fader is a key component of the DJ HERO gaming deck. So to promote trial we decided to put it in a banner and use it to mash music and social media sites with DJHero.com. On launch day we took over BET.com, MTV.com, Music.Yahoo.com and Facebook. Watch the video below or play with the real thing (which I recommend) HERE.
This is one of those spots I’ll be telling stories about until I retire. Three hours with JAY-Z in New York on a Friday. Three hours with Eminem in New York on a Sunday. One day in Los Angeles the following week to shoot the background. And one week to edit and finish. Much love to The Mill for pulling off the impossible.
Directed by Paul Hunter
To this day, I’ve never been on a more heavily guarded set. Timberlake’s people were “nice” enough to give us three hours of his time in the middle of the night. When they declared time was up and Justin took off, however, we still had more to shoot. Luckily I’m 5’9” and wear a size 10. See if you can spot my star turn as JT’s stand-in.
Directed by Peter Farrely
The was the first work we produced for Harley-Davidson. The campaign was founded on a completely new brand position (tagline) called “No Cages” which, in motorcycle culture, is traditionally an anti-car sentiment. But we extended it beyond it’s known meaning to become a mantra of freedom for the brand, encouraging people everywhere to break free from the shackles of everyday life.
Directed by Tom Carty
Upon taking a pic of a QR code (below), users were taken to the H-D Bike Builder (a mobile customization site) where they could shuffle through pipe, seat, wheel, paint and handlebar options for their custom bike. Or, in other words, a digital tool that brought them one step closer to freedom and cage-free living.
RACING UNDER GREEN //
We spent a year following 25 young drivers (ages 16-26) around North America as they set out to prove to themselves that they could cut it as professional drivers and in the process, show the world that the future of racing is green. The result was this documentary film about the Volkswagen Jetta TDI Cup.
Watch the trailer below to get yourself all pumped up and goose bumpy. The film debuted on the Discovery Channel in January of 2010.
Directed by Zach Merck
When this French-based company came to us to advertise their hands-free car kits in the US, we had to overcome no brand awareness and a market flooded with low-cost ear buds. PARROT wanted something that would go viral on the eve of California’s new hands-free cell phone law. We didn’t think a film of people using their product would do that. But a kid pissing off his driver’s ed instructors while pretending to talk on the phone? That just might. At over 2 million hits so far on YouTube alone, this video put my cynicism to rest about an agency’s ability to create a “viral” video.
After the first video reached the million hit mark within a week, we decided to revisit the surplus of footage we had and edit together a follow-up. After just two days, this sequel had cleared 100,000 hits.
PARROT FOR STATE BIRD //
In addition to the videos, we also developed a campaign that publicly called for Parrot to replace the Valley Quail as California’s State Bird. We argued that the Valley Quail had done little more for the state than mate, lay eggs and roll in dirt for 77 years. Hardly the qualities you want in a leader. So we built a website, ParrotNotQuail.com, where supporters could sign a petition that we sent to Governor Schwarzenneger, demanding that the quail be replaced. View a few select frames from the site below or go to a hosted version of the site HERE. Apologies in advance for the creepy image of Parrot hugging a pregnant woman.
And here is one of my favorite responses from the public to our campaign. This particular letter comes from the good people at the Golden Gate Audubon society.
EVERY COMPANY NEEDS A MANTRA //
We pitched the Ditech business with the suggestion they treat people in a way they’re not accustomed to be treated by a mortgage company – with respect. That simple notion, first presented as a manifesto (below), spawned a complete corporate rebranding effort that declared PEOPLE ARE SMART. It also won us a $75 million piece of business.
For TV, we wanted to position Ditech away from their sub-prime reputation that screamed “I LOST ANOTHER LOAN TO DITECH” and re-introduce them as a reputable, approachable and human lender. We focused on stability and transparency to move the brand through a global financial crisis, starting with this spot.
Directed by Nylon
THE PEOPLE ARE SMART HANDBOOK //
An audience often overlooked in marketing campaigns, especially service organizations, is the people who work for the company. We felt it wasn’t enough to simply tell the public at large that Ditech believed PEOPLE ARE SMART. We needed each employee to treat this not just like the advertising tagline, but as the company mission. So, we created an employee handbook that served up everything from how we speak to customers to which floor at HQ has the best soda machine. And grounded everything in our rallying cry.
And for good measure, we designed a shirt that each employee received on the morning of the campaign launch.
THE SECRETARY OF TASTE //
Domino’s American Legends Pizzas were the company’s first run at the premium category. Our thinking was that a launch of such importance could only come from the highest culinary office in the land. So on the heals of Obama’s inauguration in January of 2009, we elected our own official to his cabinet – The Secretary of Taste. I started with the logo design and that bureaucracy grew from there.
Directed by Roman Coppola
BOX REDESIGN //
We were tasked with designing a pizza box to compliment the campaign. Every box that arrived on porches last spring bore the official seal and signed approval of the Secretary of Taste. If you find a pepperoni missing – call your local senator.
DOMINO’S WiiZZA //
A free, interactive pizza-making application available for download on any Wii console. Upon making a virtual pizza with their controller/nunchuck (including the ability to spin the dough over ones head), players are able to order the same pizza online from their local Domino’s store. The tech details are currently being ironed out with Nintendo by people much smarter than I am.
There’s only one place to be on Saturday mornings . . . parked on the couch in front of ESPN’s College Gameday. And if not, beware the wrath of Chris, Lee and Kirk – college football’s preeminent authority.
Directed by Brian Aldrich
A social networking site that helps and encourages the world to Be Fucking Awesome. A friend approached me with this idea last year and asked that I help him realize his vision. Four months later, we had a built a social networking site. It’s not Twitter or Facebook, but we like to think it fills a digital space that they don’t – one that celebrates the good in people. I designed the site and the experience. So kindly click through, join the BFA universe and go Be Fucking Awesome: www.befuckingawesome.com
OUCH! MY THROAT HURTS //
In my spare time I eat baby gouda, watch football, drink beer (if the mountains are blue) and attempt to illustrate children’s books. Unsuccessfully. But it’s still fun for me. When we pitched this particular idea the publisher was kind enough to tell us that they liked it but that they thought Jay Leno’s children’s book was better.
PRIMARY COLORS // colored pencil
OLD MAN // etching on zinc plate
HAND // charcoal on newsprint
NUDE ONE // graphite on newsprint
NUDE TWO // graphite & terracotta pencil on newsprint
THE FUTURE OF ADVERTISING // illustration for Fast Company
It was a sad day for the industry when Ground Zero Advertising closed its doors after a nearly 20 year run as one the most awarded and respected shops in the business. But it was even more sad for the hundreds of us who at some point were fortunate enough to call GZ home. Because that’s exactly what it was. I owe my career to Court, Jim, Arty and my Ground Zero family. So, when I heard the news, I started this blog as a modest way of saying goodbye. I put the site together and then two decades worth of employees did the rest – pouring their hearts out for the agency that meant so much to so many. On the day that GZ closed it’s doors for good, I sent the link to Court Crandall, Kirk Souder and Jim Smith – the agency founders.
In my experience, they just don’t make ‘em like this anymore: welovegz.posterous.com
