#SyncYourLife
ZStrong by Zumba partnered with world-renowned DJ, Steve Aoki to create reverse-engineered music for their new genre of dance classes. The music was created to lead the choreography and make the dance classes easier for anyone to try. We took the idea of reverse engineered, and created the campaign #SyncYourLife. We were asked to create social media challenges, ways to approach influencers, as a well as consumer digital communications.
Angry Orchard Hard Cider was launching a new cider called Unfiltered, and in order to increase our real estate at bars, we needed to break down the misconception that cider isn’t for real men. We did this with a social media campaign, called Break the Cider-otype. Ryan Burk, Angry Orchard’s Head Cider Maker and spokesperson, dryly reads some of the Cider-otypes that men have submitted.
Angry Orchard partners with Airbnb to launch the cider in the empty fridges of participating airbnb properties. Guests would then review Unfiltered to an unfiltered page on the Angry Orchard website.
Warby Parker releases a limited edition Unfiltered model of sunglasses which would have progressive lenses that change to look like the unfiltered cider.
CW: Paula Dombrow AD: Dawn McCarthy Agency: Truth Beauty Now
The ask from Concacaf was: how do we talk to our “non-core” target? How do we relate to part-time, low-key and more social fans? Fans, who despite loving the game, equally love the peripheral stories that happen around soccer, after the final whistle, after the 90-minute game is over. They love the befores, the afters and the in-betweens of soccer. These fans go #BeyondThe90.
CD/CW: Dawn McCarthy Designer: Juan Martin Bertolotti Agency: The Story Room
In this pitch work for Fiat, we were asked to explore territories that would appeal to the LGBTQ market. Here’s where we landed.
CW: Paula Dombrow AD: Dawn McCarthy Agency: The Story Room