No matter the man buns inundating our Insta feeds, it still came as a shock that a recent Google study revealed that interest in men's hairstyling exceeded that of women's in 2015.
Marrying style trends seen on the ground at New York Fashion Week with consumer search data from Google, we reverse-engineered a tutorial video strategy targeted to guys via YouTube and Instagram, as well as the New York Fashion Week: Men's Live Story on Snapchat.
Quaker: Overnight Oats
New product. New prep process. New audience. New brand message. The intent launch of Quaker Overnight Oats necessitated a new approach. In turn, we crafted a simple, nutrition-forward hero narrative in compartmental fashion.
Via match-cut sequences, the hero asset thus modularly unfolded into audience-specific, insight-driven cutdowns, each sequentially targeted on Facebook to surface the product benefit most pertinent to the given demographic.
Quaker | Overnight Oats
Quaker | Overnight Oats | Fitness Buffs
Quaker | Overnight Oats | College Students
Quaker | Overnight Oats | Convenience Seekers
AXE: American Cool
In pursuit of a larger AXE rebranding effort, intended to embrace a more fluid, more progressive masculinity, we developed "American Cool" as a street-level expression of guys' individuality through style.
Capturing candid photographs of passersby across four seasons of New York Fashion Week: Men's, the campaign underscored AXE's sartorial creds as the leading men's fragrance and grooming brand in the world.
Via Instagram, Twitter, Tumblr, and Steller, content aimed to shift brand perception amongst a lapsing demographic of AXE consumers by championing real guys and what makes them unique.
AXE: New York Fashion Week
In early 2015, we approached AXE with what seemed like an unlikely partnership: New York Fashion Week: Men's. Becoming an official partner of the inaugural event, we gave five emerging menswear designers the opportunity to join the AXE Collective, and be mentored by esteemed designer, Billy Reid, Esquire Fashion Director, Nick Sullivan, and acclaimed musician, John Legend. The five members of the Collective also showcased their work at an exclusive event during the FW16 show.
From seeking submissions via social to driving awareness of the program via sponsored advertorial on High Snobiety and Esquire, we created a full 360 campaign for the brand. Following the massive success of the first season, we maintained the official partnership, which has since spanned four seasons of shows to date.
Samsung: Seeing Is Believing
The holiday season is filled with frenzy. In response, we helped grown-ups re-experience the feeling of belief in Santa with a VR sleigh experience. Through an unscripted mix of on-the-ground footage, we then scaled the experience with video content, awakening the magic of the holidays and bringing to life the splendor of Samsung VR. The work garnered over 4.4 million views on Facebook.
Lay's: Life Needs Flavor
In order to illustrate the power of Lay's to transform the mundane into the flavorful, we created a global recipe strategy inspired by Lay's flavors. From Barbecue to Flamin' Hot, we devised a series of recipe videos that utilize the chip as an ingredient and acculturate Lay's as an authority on flavor. Creating assets that could be used globally by diverse markets, we leveraged insights to marry specific snacking occasions with culturally-scalable food trends.