New Balance / Introducing the Velocity 773

/ New Balance / Introducing the Velocity 773

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Click to enlarge.

New Balance / Introducing the New 890 with REVlite

/ New Balance / Introducing the New 890 with REVlite


New Balance let there be lightest 560
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The 890 from New Balance is crazy light. In fact, running shoes this light are usually no more than stripped-down racing flats reserved exclusively for skinny little speedsters. But the 890 is different – it’s a neutral cushioned trainer built for runners of all shapes and sizes. The secret? A new midsole compound called “REVlite”. It’s got all the cushioning, all the stability, and nearly 1/4 less weight than comparable foams. So, exactly how much lighter is the 890? We set up a few demonstrations to show you.

Trampas (tall guy) and Pedro (short guy) both work in the New Balance R&D lab in Lawrence, MA. In fact, they pretty much run the joint. Seriously. They’ve got Ph.D’s in Sports Science, they’ve got scads of bleeding-edge equipment at their disposal, and as you can see, they’ve got extremely bright futures in acting. So when we wanted some web content to demonstrate exactly how light the new 890 neutral cushioning trainer with REVlite really is, Trampas and Pedro were happy to lend a hand.

New Balance / Let’s make excellent happen.

/ New Balance / Let’s make excellent happen.

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Click to enlarge.

New Balance / New Tagline: Let’s make excellent happen.

/ New Balance / New Tagline: Let’s make excellent happen.

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New Balance has been making excellent shoes for more than 100 years. Along the way, that ethic of excellent has come to set the standard for everything else they believe in, too. It’s soaked into their culture and guided every decision they’ve made. Often, that commitment to excellent has come at the expense of short-term gain. Often, the high road they choose also proves to be the most challenging one. But to the people at New Balance, excellent is well worth it.

And to all the people who choose New Balance to make their own excellent happen, that commitment makes perfect sense.

The All-New Volvo S60 Global Launch / Naughty Volvo Films

/ The All-New Volvo S60 Global Launch / Naughty Volvo Films


For the Global Launch of the S60, we invited Volvo enthusiasts to participate in the campaign, and let us know just how naughty they want it.

To inspire those enthusiasts, we enlisted the help of Scott Weintrob – Director of the BBC Top Gear series. Scott recruited professional racer and stunt driver Ben Collins (who may or may not be “The Stig”), and we all trekked off to the Volvo Proving Grounds in the remote forests of Hällered, Sweden. Inspired by the rigorous testing Volvo is known for, we created a series of online films featuring the S60 performing three standard track tests with increasingly naughty twists.

Naughty Slalom: Level 1 (Not Naughty)

Naughty Slalom: Level 2

Naughty Slalom: Level 3

Naughty Elk Test: Level 1 (Not Naughty)

Naughty Elk Test: Level 2

Naughty Elk Test: Level 3


In the days before the Global Launch of the S60 in Geneva, two short web films are posted to Volvo’s Facebook fan page, giving the community of 70,000+ hardcore loyalists a sneak peek at a sexy, red S60, along with one delightful promise – “Naughty Volvos Are Coming.”

The first film received more than 88,000 Facebook impressions within the first two days.


On the eve of the Global Launch, we seeded levels 1, 2, and 3 of our Naughty Volvo Films on the Volvo Facebook fan page, and on YouTube. The films direct users to where they’re invited to submit their own creative suggestions for an even more naughty 4th level to be filmed in May, 2010, for release at the 2011 Market Launch.

In the weeks that follow, users post hundreds of their own Naughty ideas to the Volvo Facebook page, and an article on prompts a slew more. Some are inspired, most are downright bananas, and yes, a few are critical, too. But one thing’s for sure: Naughty Volvo has started a conversation.

Wired Article 560

truth / Radio

/ truth / Radio

Winner: One Show Gold 2005
Radio Mercury Awards Finalis

Winner: One Show Silver 2005
Radio Mercury Awards $5,000 Winner

Silk Soymilk / Print

/ Silk Soymilk / Print

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Click to enlarge.

Click to enlarge.

Small copy: Lactose free, high in protein, with a surprisingly good taste. C’mon. Don’t be so stubborn.

truth / The Infect Campaign 2006

/ truth / The Infect Campaign 2006



In 2001, well before Web 2.0 or Social Media – back before “viral” was a marketing buzzword – the truth brand embarked on a campaign we called, “Infect.”

The idea: Tobacco companies have billions of dollars to spread their message, but we’ve got each other. The objective: Give young people information about Big Tobacco and the deadly, addictive products they sell. Then empower those young people to take that information out into the world and spread it.

The “Infect” model became a sort of touchstone for the truth brand – establishing a set of guiding principles to which those of us who worked on truth have held ourselves ever since. At its best, truth is still about young people, out in public places, spreading information about Big Tobacco in simple, creative ways.

In 2006, truth touched the stone once again with a second round of the Infect campaign.

truth / The Crazyworld Campaign

/ truth / The Crazyworld Campaign



Click to enlarge ticket detail.


Click to enlarge ticket detail.


Click to enlarge ticket detail.


As adults, we understand that the world is not a black and white place, and the delineation between right and wrong is hardly ever that clear. But teens have a much more acute sense of rightness and wrongness – of what they believe to be fair and unfair.

With the Crazyworld campaign, we wanted to leverage that insight and show young people a world in which most businesses are held to one set of rules and standards, while Big Tobacco operates in a parallel universe in which their actions are relatively devoid of consequence. It’s an upside down place, and unfortunately, it’s the world we live in. Welcome to Crazyworld.

Monster / Superbowl TV

/ Monster / Superbowl TV