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Welcome to The Drum's US Creative Works in partnership with Workfront.
This section is dedicated to showing the best creative work in North and South America and gives our readers the chance to decide which work we feature as our US 'Creative Work of the Week.’
For project information, credits, and more, click on the project to expand to full screen. To submit work for our US Creative Works section, fill out this online form.
To vote for your favorite, make sure you click on the stars. The winner will be chosen based on the average rating and the number of votes cast. Voting closes on Wednesday, August 9.
The Bam Connection: MagOx 'Masters of Magnesium'
Agency: The Bam Connection
Client: MagOx
Date: August 2017
The BAM Connection, a Brooklyn-based indie ad agency, launched “Master of the Ephemeral” – the third in its “Master Series” of creative video content for Mag-Ox 400, a pharmacist-grade magnesium supplement.
The three-part series plays off Mag-Ox’s “Master of Magnesium” branding, given the company’s 50-year history of making only magnesium products. To tie into this theme, the campaign highlights other “masters” who have also focused on their singular craft.
“Master of the Ephemeral” profiles Tracy Lee Stum, an American 3-D street artist internationally recognized for her highly-skillful and inspiring illusions, and who also holds the Guinness World Record for the “Largest Chalk Painting by an Individual.”
The campaign also demonstrates the benefits of taking Mag-Ox®400, which promotes health and improves vitality. Each person profiled in the series falls into the brand’s target audience – 45 years and older – and is a “master” of his or her respective field.
The series kicked off profiling Pete Hamborg, “Master of Longboarding,” followed by the second installment featuring Chris Nordin and Michelle Plucinsky, “Masters of Hot Glass.”
The three-part series plays off Mag-Ox’s “Master of Magnesium” branding, given the company’s 50-year history of making only magnesium products. To tie into this theme, the campaign highlights other “masters” who have also focused on their singular craft.
“Master of the Ephemeral” profiles Tracy Lee Stum, an American 3-D street artist internationally recognized for her highly-skillful and inspiring illusions, and who also holds the Guinness World Record for the “Largest Chalk Painting by an Individual.”
The campaign also demonstrates the benefits of taking Mag-Ox®400, which promotes health and improves vitality. Each person profiled in the series falls into the brand’s target audience – 45 years and older – and is a “master” of his or her respective field.
The series kicked off profiling Pete Hamborg, “Master of Longboarding,” followed by the second installment featuring Chris Nordin and Michelle Plucinsky, “Masters of Hot Glass.”
Credits:
The BAM Connection
CCO: Rob Baiocco
CD/AD Dave Giles/Kelly Chodkowski
Copywriter: Kelly Chodkowski, Rob Baiocco
Director: Dave Giles
Editor: Dave Giles
CEO: Maureen Maldari
Account: Katelyn Lurvey/Denise Cook/Caroline Thornburgh
Pennino Productions
Executive Producer: Lana Pennino
CCO: Rob Baiocco
CD/AD Dave Giles/Kelly Chodkowski
Copywriter: Kelly Chodkowski, Rob Baiocco
Director: Dave Giles
Editor: Dave Giles
CEO: Maureen Maldari
Account: Katelyn Lurvey/Denise Cook/Caroline Thornburgh
Pennino Productions
Executive Producer: Lana Pennino
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Goodby Silverstein & Partners: Sonic 'Dunked Ultimate Chicken Sandwich'
Agency: Goodby Silverstein & Partners
Client: Sonic
Date: August 2017
For the launch of the Dunked Ultimate Chicken Sandwich — a sandwich featuring a chicken breast dunked in a choice of sauce, Buffalo, Bourbon BBQ, or Garlic Parmesean — Sonic partnered with professional basketball player and two-time NBA Slam Dunk Contest winner Zach LaVine of the Chicago Bulls.
The campaign features a 30-second TV spot in which LaVine joins Pete Grosz and TJ Jagodowski, better known as SONIC’s Two Guys, on a sports show the two have put together. Much to his surprise, though, LaVine finds out he’s there to talk not about basketball dunking but rather sandwich dunking.
In social media the campaign continues with a series of humorous videos and gifs featuring LaVine and the new sandwich.
The campaign features a 30-second TV spot in which LaVine joins Pete Grosz and TJ Jagodowski, better known as SONIC’s Two Guys, on a sports show the two have put together. Much to his surprise, though, LaVine finds out he’s there to talk not about basketball dunking but rather sandwich dunking.
In social media the campaign continues with a series of humorous videos and gifs featuring LaVine and the new sandwich.
Credits:
Agency: Goodby Silverstein & Partners
Client: Sonic
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Hill Holliday: Ad Council 'Saved by the Scan'
Agency: Hill Holliday
Client: Ad Council
Date: August 2017
The American Lung Association and the Ad Council are hoping that more people are ‘Saved By The Scan’ in a new campaign on World Lung Cancer Day (Aug. 1).
To raise public awareness of lung cancer, which is the leading cancer killer of men and women, the American Lung Association’s Lung Force initiative – a national movement to defeat lung cancer – has partnered with the Ad Council to launch the first national public service campaign to educate Americans about a groundbreaking lung cancer screening for those at high risk.
In the 30-second spot, a woman, Eva Marie, is seen scaling a mountain. As the shot closes in, the mountain appears to be made of smoldering cigarettes. A voice over says that the woman smoked 12,000 packs of cigarettes, but she quit and now is getting screened for lung cancer, which could save her life. It’s tagged with “you stopped smoking, now start screening.”
Credits:
Agency: Hill Holliday for the Ad Council
Client: American Lung Association
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22squared: Shoe Carnival 'New Spin on Back to School with Zach King'
Agency: 22squared
Client: Shoe Carnival
Date: July 2017
Shoe Carnival has launched a new campaign, 'New Spin on Back to School' with influencer Zach King. The footwear retailer is breaking through the back-to-school noise with a little practical magic. The new integrated campaign was created by Shoe Carnival’s agency of record 22squared, who partnered with social media celebrity, author and digital magician Zach King to do what he does best: surprise audiences and grab their attention with charming tricks that make everyday life feel nothing less than extraordinary. The campaign includes broadcast, online, digital and social content, featuring Facebook, Instagram and Snapchat.
The Shoe Carnival and King partnership reaches teens where they are, with the content they’re craving and consuming daily. It appeals to moms, too, by inviting them to enjoy a fun shopping experience this back-to-school season.
22squared partnered with social media celebrity, author and super influencer Zach King on and off camera to create custom content for the Shoe Carnival audience, as well as his own. King played many roles in bringing the campaign to life in collaboration with the 22squared team and the production crew from Humble. He not only stars in the TV and digital videos, he and his team at King Studio also edited the video work, and King himself directed the digital videos. Lastly, King created custom content to run exclusively on his own social channels to leverage his large social following.
Credits:
Creative Credits
Client: Shoe Carnival Campaign
Title: New Spin on Back to School
Agency: 22squared
Agency Location: Atlanta and Tampa
Chief Creative Officer: John Stapleton
Executive Creative Director: Kevin Botfeld
Creative Director/s: Jennifer Tuel and Mindy Adams
Creative Team: Rachel Damond (Sr Art Director); Natalie Meeks (ACD copywriter); Eduarda Castro (Art Director), and Lindsay Edwards (copywriter)
Producers: Karen Burke (Executive Producer); Dana Taji (Sr Producer)
Account Director: Ashley Keetle
Account Supervisor: Joanna Graham
Photographer: Uchechi Anusiem
Production Company: Humble
Directors: Bright Black
Executive Producer: Mark Kovacs
Producer: Jason Haymond
Editorial Company: King Studio
Editor: Zach King/ Brandon Johnson
Executive Producer: Elisa Logan
Post Production: Postal
Producer: Jody Peters
Audio Record & Mix: Plush NYC
Sound Design: Plush NYC
Colorist: Chris Ryan@Nice Shoes
Client: Shoe Carnival Campaign
Title: New Spin on Back to School
Agency: 22squared
Agency Location: Atlanta and Tampa
Chief Creative Officer: John Stapleton
Executive Creative Director: Kevin Botfeld
Creative Director/s: Jennifer Tuel and Mindy Adams
Creative Team: Rachel Damond (Sr Art Director); Natalie Meeks (ACD copywriter); Eduarda Castro (Art Director), and Lindsay Edwards (copywriter)
Producers: Karen Burke (Executive Producer); Dana Taji (Sr Producer)
Account Director: Ashley Keetle
Account Supervisor: Joanna Graham
Photographer: Uchechi Anusiem
Production Company: Humble
Directors: Bright Black
Executive Producer: Mark Kovacs
Producer: Jason Haymond
Editorial Company: King Studio
Editor: Zach King/ Brandon Johnson
Executive Producer: Elisa Logan
Post Production: Postal
Producer: Jody Peters
Audio Record & Mix: Plush NYC
Sound Design: Plush NYC
Colorist: Chris Ryan@Nice Shoes
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Arnold Worldwide: New England Revolution 'It Started Here'
Agency: Arnold Worldwide
Client: New England Revolution
Date: July 2017
In June 2017, the New England Revolution partnered with Boston-based creative agency Arnold Worldwide to capitalize on that passionate truth through the launch of a brand campaign that comes to life through TV/OLV, OOH, radio, game-day print, and social. In partnership with its creative agency of record, the New England Revolution celebrates the defining conflict that gave this team its name, and the region its character.
With cameras in tow, British redcoats were sent out to mess with modern New Englanders by enforcing old colonial acts. Two television spots, directed by Billy Rainey — former executive producer of MTV’s Punk’d — correspond to real historical grievances; The Hat Act and The Tea Act. New England’s famed toughness takes center stage as everyday folks react just as they did many years ago — angrily.
The shoot took place on the Friday before the 4th of July weekend in South Boston. Pompous soldiers dressed head-to-toe in period correct military costumes roamed the streets confiscating all hats not made in Great Britain. They also levied outrageous taxes on unsuspecting customers at Doughboy Donuts. The result? A lot of truly pissed off Bostonians.
Credits:
James Bray – Executive Creative Director – Arnold Worldwide
Sam Mullins – Creative Director – Arnold Worldwide
Justin Galvin – Creative Director – Arnold Worldwide
Matt McNulty – Art Director – Arnold Worldwide
AJ Warren – Copywriter – Arnold Worldwide
Pat Carney – Broadcast Producer – Arnold Worldwide
Julie Powell – Print Production Manager – Arnold Worldwide
Priscilla Patterson – Project Manager – Arnold Worldwide
Anne Joynt – Business Affairs – Arnold Worldwide
Taylor Thomas – Business Affairs – Arnold Worldwide
Elliott Seaborn – Managing Partner – Arnold Worldwide
Kristin Lane – Marketing – Arnold Worldwide
Christa Spengeman – Marketing – Arnold Worldwide
Sophie Dietz – Marketing – Arnold Worldwide
Production Company – Mirror Films
Eric Barrett – Executive Producer – Mirror Films
Seth Levin – Line Producer – Mirror Films
Billy Rainey – Director
Editorial Company – Bug Edit
Andre Betz – Editor – Bug Edit
Music – Aircraft and Extreme Music
VFX – Brickyard
Dave Waller – VFX Artist – Brickyard
Ellen Schmitt – VFX Executive Producer – Brickyard
Sound Mix – Soundtrack Boston
Mikey Letourneau – Engineer – Soundtrack Boston
David Silverman – Photographer
Cathal Conlon – Vice President of Marketing – The New England Revolution
Dave Campopiano – Director of Marketing – The New England Revolution
Jason Dalrymple – Director of Digital Media – The New England Revolution
Sam Mullins – Creative Director – Arnold Worldwide
Justin Galvin – Creative Director – Arnold Worldwide
Matt McNulty – Art Director – Arnold Worldwide
AJ Warren – Copywriter – Arnold Worldwide
Pat Carney – Broadcast Producer – Arnold Worldwide
Julie Powell – Print Production Manager – Arnold Worldwide
Priscilla Patterson – Project Manager – Arnold Worldwide
Anne Joynt – Business Affairs – Arnold Worldwide
Taylor Thomas – Business Affairs – Arnold Worldwide
Elliott Seaborn – Managing Partner – Arnold Worldwide
Kristin Lane – Marketing – Arnold Worldwide
Christa Spengeman – Marketing – Arnold Worldwide
Sophie Dietz – Marketing – Arnold Worldwide
Production Company – Mirror Films
Eric Barrett – Executive Producer – Mirror Films
Seth Levin – Line Producer – Mirror Films
Billy Rainey – Director
Editorial Company – Bug Edit
Andre Betz – Editor – Bug Edit
Music – Aircraft and Extreme Music
VFX – Brickyard
Dave Waller – VFX Artist – Brickyard
Ellen Schmitt – VFX Executive Producer – Brickyard
Sound Mix – Soundtrack Boston
Mikey Letourneau – Engineer – Soundtrack Boston
David Silverman – Photographer
Cathal Conlon – Vice President of Marketing – The New England Revolution
Dave Campopiano – Director of Marketing – The New England Revolution
Jason Dalrymple – Director of Digital Media – The New England Revolution
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Riley Hayes: Insight Brewing Company 'The Brewmaster's Adventures: Prologue'
Agency: Riley Hayes
Client: Insight Brewing Company
Date: June 2017
While other craft breweries wax poetic about their local roots, Riley Hayes set its sights on the global origins of Insight’s fine ales by creating fantastical narratives that captured the epic quest for the inspiration behind each brew, as told by a fictional world wanderer, the Brewmaster. Excerpts from these quests unfold in a series of chapters on Insight’s packaging.
Credits:
Agency: Riley Hayes
Client: Insight Brewing Company
Creative Director: Eric Weiss
Senior Designer: Trent Edwards
Senior Copywriter: Ethan Miller
Production Company: Kobamm Productions
Engineering: Babble-On Recording Studios
Animator: Tom Coben
Composer: Levi Brown
Voice Actor: Andy Dosdall
Client: Insight Brewing Company
Creative Director: Eric Weiss
Senior Designer: Trent Edwards
Senior Copywriter: Ethan Miller
Production Company: Kobamm Productions
Engineering: Babble-On Recording Studios
Animator: Tom Coben
Composer: Levi Brown
Voice Actor: Andy Dosdall
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Big Spaceship: Converse 'First Day Feels'
Agency: Big Spaceship
Client: Converse
Date: July 2017
‘First Day Feels’ highlights the butterflies kids get building up to that first day of school. The concept of the campaign by Big Spaceship banks on the fact that everyone’s had those feelings, adults included – whether starting a new career or moving to a new place. Big Spaceship brought it to life with content geared to illustrate the first day feels, with Converse there every step of the way.
The campaign features 32 reaction gifs that are meant to be shared. The gifs express the wide range of emotions that come with the first day of school. Gifs have become a huge form of self-expression for teens. So for that first day back to school where emotions are high Converse felt it was important to create a new visual language that teens can use.
View the gifs at Giphy or on the Converse site.
Credits:
Agency: Big Spaceship
Client: Converse
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The Community: Corona Extra 'Summer Specialists'
Agency: The Community
Client: Corona Extra
Date: July 2017
With August upon us, there’s just one month left to soak up the summer sun. Highlighting all that the season has to offer, cross-cultural creative agency the community has launched a campaign for Corona Extra that celebrates the “sunshine specialists” — those who understand all the happiness that comes with summer.
Consisting of two TV spots running in both English and Spanish across the US, this Corona Extra campaign celebrates those people who “make summer happen.” In the spots, relaxed, fun-loving individuals kick back with Corona Extras beside light-filled window sills, in outdoor patios, and, of course, at the beach. The narration states, “Wanted: Seekers of the sun. People who understand the relationship between happiness and light.” because Corona Extra hopes to recruit all those fun, carefree, spirited individuals who “work” so hard to bring the season to life and keep at it yet again.
Credits:
Agency: the community
Chief Creative Officers: José Molla and Joaquin Molla
VP, Executive Creative Director: Rodrigo Butori, Kristina Slade
Senior Copywriters: Mark Leephaibul, Federico Díaz, Daniel Milán
Senior Art Director: Guilherme Nóbrega
VP of Integrated Production: Laurie Malaga
Producer: Julio Rangel
Group Account Director: Mattia Nicodano
Account Director: Agustina Massa
Senior Account Executive: Erika Rivera
Account Coordinator: Jacqueline Aran
VP, Executive Director of Planning: Andrew Speyer
Planner: Amilynn Soto
Manager of Creative Services: Maru Sokolowski
Chief Creative Officers: José Molla and Joaquin Molla
VP, Executive Creative Director: Rodrigo Butori, Kristina Slade
Senior Copywriters: Mark Leephaibul, Federico Díaz, Daniel Milán
Senior Art Director: Guilherme Nóbrega
VP of Integrated Production: Laurie Malaga
Producer: Julio Rangel
Group Account Director: Mattia Nicodano
Account Director: Agustina Massa
Senior Account Executive: Erika Rivera
Account Coordinator: Jacqueline Aran
VP, Executive Director of Planning: Andrew Speyer
Planner: Amilynn Soto
Manager of Creative Services: Maru Sokolowski
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Innocean USA: Hyundai USA 'Duet'
Agency: Innocean USA
Client: Hyundai USA
Date: July 2017
Hyundai, in partnership with Innocean Worldwide is introducing the fully redesigned 2018 Sonata to a national audience in its first national TV spot, titled “Duet.”
For millions of Americans, one of the most frustrating parts of every workday is the traffic-clogged slog they face on their daily commutes. Stuck in a massive traffic jam, a delighted Sonata driver sings along to one of the world’s most beloved karaoke songs and unites with another happy Sonata owner among several angst-ridden drivers on the road. The new Sonata 2.0T is prominently featured and showcases how its captivating new design stands out in the sea of vehicles it shares the road with during a typical stop-and-go commute.
A 60-second and 30-second version of the new 2018 Hyundai Sonata commercial began airing on national and regional TV, and digital platforms this week.
Credits:
Creative
Chief Creative Officer Eric Springer
Group Creative Director: Barney Goldberg
Group Creative Director: Jeff Bossin
Associate Creative Director, Art:: Kiran Koshy
Associate Creative Director, Copy: Will Gorman
Account
VP, Group Account Director: Mike Braue
Account Director: Christy Ferguson
Account Supervisor: Allison Morrissey
Account Executive: Alison O'Neil
Assistant Account Executive: Corissa Heins
Director of Product Information: Brian Bittker
Product Information Specialist: Lawrence Chow
Planning & Strategy
VP, Planning Director: Tim Anderson
MEDIA
VP, Media Planning: Ben Gogley
Media Director: Sean Gilpin
PRODUCTION
EP/ Content Production: Nicoletter Spencer
Content Producer: Melissa Moore
PRODUCTION SERVICES
Business Affairs Director: Ann Davis
Business Affairs Associate Director: Lisa Nichols
Broadcast Traffic Supervisor: Theresa Artaserse
Broadcast Traffic Manager: Valerie Neibel
Content Manager: Rachel Werner
Project Management Supervisor: Darin Schnitzer
Project Manager: Jason Reneman
PRODUCTION CREDITS
Production Company: Biscuit Filmworks
Director: Aaron Stoller
DP: Peter Donahue
Executive Producer: Holly Vega
Producer: Mala Vasan
Production Mgr: Brian Taravella
Casting Agent: Francene Selkirk
COLOR CORRECTION & FINISHING
Color Correction Studio: Company 3
Color Producer: Natasha Uppal
Colorist: Dave Hussey
AUDIO
VO Record Studio: Lime
EDITORIAL
Edit House: NO6
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VSA Partners: Museum of Science and Industry Chicago 'Chicago Sparks Curiosity'
Agency: VSA Partners
Client: Museum of Science and Industry Chicago
Date: July 2017
The Museum of Science and Industry, Chicago has just launched a new campaign that's reflective of the museum's interactive experience. Unlike most museums, MSI offers exhibits that visitors are encouraged to touch, experiment with and even control — not just observe — living out its mission to "inspire the inventive genius in everyone."
The new campaign takes a different approach to marketing in the category, centering messaging around the brand and brand experience rather than upcoming or featured attractions. Creative elements offer people the opportunity to experience what MSI is all about outside of the museum — asking provocative questions about everyday life and rewarding curiosity.
Credits:
Bob Winter, Executive Creative Director
Tohru Oyasu, Creative Director
Rainer Schmidt, Creative Director
Denison Kusano, Creative Director
Lisa Plachy, Copywriter
Joe Nio , Director of Strategy
Jessica Sochol, Strategy
Melissa Keller, Project Manager
Adam Brown, Client Engagement
Tohru Oyasu, Creative Director
Rainer Schmidt, Creative Director
Denison Kusano, Creative Director
Lisa Plachy, Copywriter
Joe Nio , Director of Strategy
Jessica Sochol, Strategy
Melissa Keller, Project Manager
Adam Brown, Client Engagement
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Solve: Rally Pro Cycling 'Longevity'
Agency: Solve
Client: Rally Pro Cycling
Date: July 2017
Rally Cycling is a professional bike racing team whose title sponsor helps businesses cultivate healthier employees. Their message is that cycling is a powerful way for people to take ownership of their well-being.
To drive awareness, the agency created an online film that debuted during the final stage of the Tour de France. The film cites a recent Dutch research study that links regular cycling with a longer life expectancy. To emphasize our point, they partnered with 92-year old triathlete Bob Powers.
Credits:
Agency: Solve
Creative Directors: Eric Sorensen, Hans Hansen, Sam Weibe
Director: Shawn Michienzi
Editorial: Channel Z
Management Company: Circuit Global Sports
Client: Rally Cycling
Creative Directors: Eric Sorensen, Hans Hansen, Sam Weibe
Director: Shawn Michienzi
Editorial: Channel Z
Management Company: Circuit Global Sports
Client: Rally Cycling
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Office of Baby: StreetEasy 'Find Your Place'
Agency: Office of Baby
Client: StreetEasy
Date: August 2017
“Find Your Place” showcases all of the amenities and options available to buyers and renters on StreetEasy and captures how each New Yorker’s personal journey fuels their real estate search.
The ads show how life experiences can dictate what people want or need in a new home and how you can filter through available listings to pick and choose the combination of amenities that works for them. Among the many filters highlighted are: “outdoor space,” “laundry in building” and “doorman.”
OOH ads will appear throughout the city with a focus on placements where New Yorkers spend most of their time, on the streets and sidewalks, in subway stations, subway cars, buses, and taxis. Radio will run on Spotify and Pandora, as well as on local NYC terrestrial stations.
Credits:
Print
Art Director: Kelsey Shang
Copywriter: Jordan Chouteau
Creative Director: Michael Hagos
Illustrator: Tulips & Chimneys
Producer: Connor Hall
Chief Creative Officer: Paul Caiozzo
Chief Creative Officer: Nathan Frank
Radio
Producer: Connor Hall
Producer: Jason Gagnon
Chief Creative Officer: Paul Caiozzo
Chief Creative Officer: Nathan Frank
Mixing Studio: Heard City
Mixer: Mike Vitacco
Producer: Sasha Awn
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