We love our Ducks because they don’t mess around. It only took one look at the new Oregon football facilities before we started feeling sorry for everyone else slinging the pigskin at the collegiate level. All in all we spent the better part of four sleepless months hammering out the recruitment site and accompanying mobile version that lets users experience the magic going down in the 541 first hand. Boiling down everything Oregon’s built into a single URL was no easy task, fortunately we have something in common with the Ducks—we don’t mess around either.
Derek Jeter was my creative director. And boy, was he a stickler.
It’s true. Since this was going to be Jeter’s last statement before retirement, he had to have a little input.
My partner and I came up with the ad and shipped it to Mr. November himself.
New York went crazy over the ad. We passed out 50,000 for Jeter’s last home game in the Bronx, making it a collectable.
It ran in a bunch of places including The New York Times, ESPN Magazine, and Sports Illustrated.
Leo Burnett / Lapiz had been doing a fantastic job on Pepto-Bismol before, so from the strategy perspective things were pretty clear for us interns. After knowing what to say, I remember me and Mariana (my CW partner) having the idea of food in shape of a bomb during one brainstorming sesh. That striked me of how awesome it is to work with partners that can think visually. Later when we showed up the idea to the ACD team it happened that they had a similar idea, so we moved forward with the layout. For some reason the idea got shut down later on, but we still worked on it for our portfolio.
Nixon needed a couple things. They needed to remind the world that they’re from California and they needed to compete with the Shinolas and Rolexes of the world.
Traditionally, Nixon has been a surf/skate/snow brand with little credibility in the luxury world. Our job was to take them there, while still staying true to their action sports roots.
Check out the global ‘Alive in California’ campaign on the right.
AD & CW: Thiago Gutierrez & Matt Paterno
CW: Scott Reedy & Parker Adame
Rough times for Nescafé to sell instant coffee, mainly for the fact that the younger crowd rely mostly on shiny energy drinks as their morning kick-in-the-nuts. The challenge was how to give Nescafé some young personality. Our solution was to create Nescafé Sleepwalkers, an iPad game where you are supposed to getaway of an office filled with sleepwalkers that want to suck some energy out of you. The cool thing about it is that we tracked social media for keywords such as “tired”, “sleepy” and adjust the game’s difficulty in real time. The more “tired” tweets, the more sleepwalkers to defeat. We basically crowd-sourced the game's difficulty by having real world events affecting players' experience.
We are surrounded by products from all over the world, yet we haven't been to any of those places.
To talk about traveling is always a cool thing because it's the type of "product" that only brings benefits to people. But how do we talk about traveling without showing just the destination, without being obvious? Our answer to that problem was to shift our brainstorming from destination,to people. We brainstormed about people in general and their daily lives. In the end we realized that people own and consume all these products that come from all corners of the world, but most of the time they haven't been to any of those places. The irony of that insight helped us to make our point straight and incite people to travel more using Hotwire.
Ski Utah is a non-profit association that aims to promote winter sports in Utah. They asked us to create an iPhone app where people could check all 14 resorts forecast, keep track of days up in the mountain, and also to include a social aspect to it (badges and shareability) so people could brag about their experience on Utah snowy mountains.
I have fond memories from this project. It was the breaking point of my learning process; when Miami Ad School taught me the path to creative thinking. I remember having a hard time wrapping my head around the fact that to be in this industry you have to be open for ideas to come in, and more than willing to toss them away without any attachment. By doing that, my partner and I found out there’s no such a thing as inspiration, that a good insight might come from a storm of shitty ideas, or it might not come at all. The options left were to keep working, stressing, and pushing. In the end we were pretty happy with the result, It was our first work that had any recognition being featured on the Miami Ad School 10-Year Showcase book.
Having a nice beard is awesome these days. But the reason to brag for some is also a huge challenge for Gillette, a company that appreciates starting the day fresh ‘n groomed. However, how to increase sales on a product that has - sorta - lost its need? We came up with the insight that a razor blade should be used for body shaving. The strategy was to change the product’s positioning and talk about finding who you really are beneath the thick layer of body-hair god unfortunately gave you. We chose Cousing Itt from Addam’s Family as our ambassador. Cousin Itt always struck me as a weird little fella. While having girlfriends, Itt had a feminine voice, and a weird hat, It was never clear Itt's true identity or gender. With that in mind we used him as the symbol of identity crisis, inspiring consumers to find their true identity by shaving their body.
Brainsport is a startup founded by mad genius neuro-scientists in L.A. Owners of the world’s largest brain performance database, they teamed up with NBA athletes, the U.S Army, and other high-caliber partners to create a headset capable of helping athletes and military personnel to improve their brain performance by tracking their brain activities. It's when they came to us asking for an App that analyzed the players’ EEG in real time while playing 5 different mental exercises, and also to create a way to compare their brain performance to other top notch athletes. We explored different mood boards until we landed on an art direction that was suitably clean and objective.
Big Bend Brewery Co. asked Super Top Secret for a website that expressed their culture and the feel of vastness of their land while showcasing their beer crafts. We felt it'd be appropriate to create a parallax website where the background images move in a different pace than the other elements. That made the site a pretty cool experience. We were also careful about finding the right brand voice since we wanted to give the brand a strong personality. Being in charge of creating a website like this was a lot of fun; it made me father-proud when it was featured on CSS Winners Showcase and got honored mention at AIGA 100 Show (a tear came down my right cheek).
For the 2014 ESPY's, Gatorade asked us to create a segment that celebrated Derek Jeter and also announced this year's winners of their Athlete of the Year award.
It was a pleasure to be involved in this project. We got to record the VO with Stuart Scott and participate in the award ceremony.
CW: Thiago Gutierrez & Matt Paterno
AD: Thiago Gutierrez & Matt Paterno