We won and ran the NC Lottery account for almost two years. A lot of work and a lot of fun. All of the campaigns were 360s, including some larger social and digital elements, as well as broadcast TV and radio.
Then we ripped up the old NCEL brand and built an entire new one from scratch. Everything from the logo, new tone of voice, a manifesto, entirely new game logos and overall look were developed. It was a blast and has been received with great praise both within the lottery industry and more importantly, North Carolinians.
To celebrate their 10th anniversary we took an emotional approach to show what raising over 4 billion dollars for state education can do for North Carolinians. This campaign included a contest asking North Carolinians to submit their proudest moment in education for a chance to win $20,000. It was highlighted in its own website where you could enter and discover how much money has been allocated for your county and across the state. Over 1100 people entered and 10 lucky winners were chosen. See all their stories here: ncproudmoments.com
Located in the heart of Winston-Salem's oldest neighborhood lies Chatham, an unspoiled and naturally private piece of land. This farm turned new development was in need of a brand and collateral that reflected the elegance of the future while respecting the heritage that will remain. The vision is to establish a brand that projects a place that is both private and public, exceptional and understated.
For us it was simple, the heritage fencing that wove throughout the property was the thread that tied it all together. This rustic emblem aligned with a classic font, such as Goudy Old Style, was a perfect match. From there we continued to use more inspiration from the property including a pair of old barn doors with a classic chevron pattern.
From the subtleness of the brand to the photography and eventually the property vision book, it was essential to paint a picture of a living experience unlike any other. Complete with hardwood veneer and linen fabric on the cover sleeve of the book, having a tactile experience was important. When flipping through the pages we wanted potential buyers to understand that they are getting a unique opportunity to buy in a awesome landscape. Hope you enjoy it as much as we did developing it.
Let’s face it, getting a unique gift for Dad is near impossible, especially for Father’s Day. Finding an original and personal gift for the man who claims to have everything he needs in life is a massive undertaking. Obviously, themed ties are off the table. Golf accessories have reached a ridiculous level worthy of Rodney Dangerfield. And yes, one man CAN have too many grill tools. So what is a person to do for the man who sacrifices so much? A gift that will fuel dad’s mojo. It seemed our only choice was to invent something. So we did. An original, personal and manly gift for dad on Father’s Day. Made out of motor oil. After all, what’s manlier than motor oil?
In only eight days, we received over 650 submissions and over 18,000 page views with a 3.5-minute view time. Our concept video was watched over 100,000 times on YouTube and the campaign gathered nearly 900,000 social impressions. Our 1.94% engagement rate embarrassed the industry average of 0.58% and our 1.35% click-through rate down right shamed the industry average of 0.297%. Not too mention, over a hundred really happy dads on Father’s Day.
What started out as an idea for a small little beer joint, quickly developed into the first beer garden in Winston-Salem. The Southside was to be inspired by the great Wes Anderson and all the color palates, clean design and even the purposeful balanced layout of the space.
We took into consideration how Wes lines up his shots and how signage, beer taps and barstools were to have deliberate organization. What you see is our take on clean colorful design with great inspiration. Feel free to stop by and enjoy a cold one.
We lived, breathed and milled like lumbermen until we understood them. Then we rebranded Middle Tennessee Lumber Co and created an award winning site, brand content videos and an ad campaign that brought people into their world.
We ran the National Guard.com account for over two years. In that time we trimmed over 5,000 pages and launched two brand spanking new streemlined websites and completely repositioned the entire National Guard as “The Keepers of the Dream.” We were responsible for creating and maintaining all content for the entire site including strategy, original photography and video, email campaigns and copy content.
We also worked with GX Magazine the National Guard’s award winning Maxim meets Men’s Health magazine. To promote their cyber warfare edition we build a GX.com website takeover that made it appear they’ve just been hacked and their hard drive will imminently be erased in a matter of seconds as a countdown appears. Eventually, the messaging reveals the joke and it points the reader to the cyber warfare article in that month’s edition. Scroll down to see how it was a great test of controled chaos to make a point.
We had an opportunity to work with Dynamax Medicine balls to launch a special edition medicine ball for Trey Hardee, Olymipic Decathlete silver medalist. Sign us up, please. We were able to create a campaign called “This is my medicine” that included print, digital and a site. The idea being, Trey Hardee uses a Dynamax ball not only to become an elite athlete, but to work through daily struggles. It’s more than just a workout for him, it’s therapy.
These are from the earlier years but some of my favorites. We produced a wide variety of work for some of AT&T's prior company SBC & Cingular to including a web content series called AT&T Home Turf where professional athletes welcomed us into their homes. Little did they know we were bringing Deion Sanders and a script to throw them off their game.
In light of all the digital company Christmas cards these days, we decided to go old school with ours. And being that we’re in Nashville, it only made sense to create a fictitious record company and lay down four smooth Christmas jams, all in-house from lyrics to riffs. The album was pressed on holiday-cheery green vinyl. The creation of the album included a photo shoot of our artists and a wrapping paper record sleeve. Then we built a site to showcase our album, complete with digital record player and late-night album infomercial, circa 1992. One of our songs, “Merry Christmas, Nashville,” ended up being the highlight of Lightning 100’s Christmas radio show.
Hunger is a bully. Let’s all give hunger the big middle finger. We did with our work for Second Harvest Food Bank. We created an integrated campaign for their year-end hunger drive. Our campaign increased donations to help hungry families by 70 percent.
We entered a contest as part of D.C. Ad Week to create a campaign for D.C. Beer, a locally focused craft beer website. The winner’s work runs. We won. We got to produce a TV spot, billboards and some collateral. And we got to do it all with zero budget. All in-house and an all-around good time.
A National blue-collar uniform company came to us for a website and a print campaign. We delivered them an entirely new positioning. “Done Right” represented their authenticity as a company and a product. Then we delivered an award winning site and print campaign.
Whisper Creek, a.k.a. Tennessee Sipping Cream, is a cream liqueur that’s southern in constitution. Unlike other cream liqueurs it’s based on small batch, charcoal mellowed Tennessee whiskey. It’s pretty good (rocks, three cubes, swirl twice). Soberly, we designed and built 100 promotional pieces consisting of a shipping crate with mini pry bar and the Whisper Creek Sipping Times monthly newspaper. It was great a satirical Onion-esque read.
The mission of the Flatwater Foundation is: To provide families coping with a cancer diagnosis access to mental health therapy and family support. As a member of the board of advisors and it's creative director it was important to build a brand that reflects the calm, confidence and strength the foundation provides for those in need. Water has a calming effect and when you are in need we believe it's important to help you find your flatwater and get back to being you.
Fourteen elite National Guard Soldiers entered a punishing five-day competition to see who’s the best of the best. We created buzz about the competition then covered the crap out of it. We developed a 360 campaign with everything from a microsite with real time updates to a “What kind of Warrior are You?” Facebook app. The actual coverage of the event produced 30+ online content films, a documentary, thousands of uploads and was almost as grueling as the competition. Our campaign was runner up for an Effie. Damn Boy Scouts.
Veteran unemployment is a huge problem. The U.S. Chamber of Commerce created a program called Hiring Our Heroes to combat the issue. The Chamber partnered with us to build, a first of it's kind, web application that translates a veteran's military experience into a comprehensive civilian resume.
We then created a print campaign called "Over Qualitfied" to educate employers on the benefits of hiring a veteran. Our campaign confronts the conflict that veterans aren’t qualified employees. By not shying away from the stereotypes, the campaign acknowledges the falsehoods and then clobbers them with a giant hammer.
Goodall homes is one of the biggest and most innovative production house builders in the southeast. They came to us for positioning that matched their approach. We delivered just that, plus a whole new brand as well as some more smart thinking.