A team. A city. A bond like no other. Any misstep in concept or execution and batteries would fly our way. This represents a part of nearly 5 seasons' worth of content, which was aimed at restoring the bond between a team and a fanbase that needed to feel understood and appreciated. The response to our work is best summed up by Twitter user JCal_88 who said "The Eagles marketing absolutely crushed it."
Beaverton's finest enlisted 160over90 to kick some more life into their tennis division. We highlighted their stars for each of the season's Grand Slams (Wimbledon, US Open, Australian Open and the French Open). We also helped with their collaboration with Project (Red), where a few of my headlines were made into shirts.
On the east coast, it's known as Arnold, in the midwest it's Brownberry, and in the west it's Oroweat. It makes for a confusing brand story, but we simplified it by connecting bread to life's moments--real moments, not the saccharine sweet world typically portrayed in CPG marketing. Additionally, we built their America's Better Sandwich contest around famed chef Tom Colicchio.
Iron Hill's beer has won eleventy billion (or so) awards at craft brew competitions, but each location also serves food way better than you'd expect. We underscored that everything there was fresh and never frozen. And I was only drunk while writing 33.3% (or so) of these lines.
The polarizing basketball team aside, Duke is actually a pretty amazing place with boundless opportunities and an open source educational approach that is much more nimble than their Ivy League peers. Our work was created to bring in the creative thinkers who were also at the top of their classes.
De'Longhi appliances are painstakingly crafted by Italian designers--who may care a little too much about how good your toaster or espresso machine looks.
Baseball is a game based on tradition. The Nationals are a franchise that was only ten years-old when we began working with them, so we had to build and celebrate a culture of baseball in a town where it didn't exist.
The Mercedes-Benz AMG Driving Academy gives everyday folks like you and me -- provided we're super wealthy, of course -- the chance to drive Mercedes' highest performance vehicles on a professional race track with instruction from pro race car drivers. Mercedes let the creative team experience it firsthand. If you have the means, I highly recommend it.
The US Open is the summer sports event in New York--with stories that unfold on every court in Queens--so we treated it like the blockbuster that it is.
Telling an authentic university brand story, entirely Phish-free.
IMG Academy is Hogwarts for athletes: A place where the top young athletes in the world go to train and compete in facilities that would make pro teams jealous. We promoted their summer camps and boarding school that had to excite teen athletes, but also justify huge price tags for their parents.
We had to take one of the most iconic brands in higher ed and make it compelling for modern students. The story unfolded via video and thoughtful direct mail (not an oxymoron) that invited prospective students to use their own creativity and problem solving. (just check the #NDPuzzle hashtag on Twitter or Instagram to see their responses).
Wilkes, like a lot of small schools, touted the personal attention it gives students. Rather than merely talk about it, we wanted to show prospective students how ingrained it was by building ad campaigns asking specific potential students to join Wilkes. These messages ran on local cable TV, billboards and other media in their hometowns. It made those kids celebrities in their high schools, and Wilkes the envy of their peers, when the campaign was featured in the NY Times, USA Today, on Fox News and more.
I helped get the 160over90 Video Department/Content Studio off the ground with different video projects that helped clients tell their stories in new ways. Here are a few of those videos, along with some other pieces that didn't fit elsewhere.