Tech companies love to shill solutions. It’s a word that’s been beaten to death in every tech ad. So we helped IBM flip the script on its head. Instead of asking the world to be amazed by our solutions, we declaring that we’re inspired by their problems—inspired to mend things, bend things, and push the world forward.
When you think of a tech anthem, a few tropes come to mind. A golden-tongued celebrity narrator. A time-lapse of a skyline. You’ve seen it—and been bored by it.
But what if, instead, a tech company handed the mic to the world? If they stopped talking and started listening?
With a cast including the world’s most famous neuroscientist, an Obama White House peace advisor, and the founder of the #MeToo movement—not to mention Apollo 11 astronaut Buzz Aldrin—“Dear Tech” aims to break the mold for how a tech company engages with the wider world.
Dear Tech: An Open Letter to the Industry
IBM: Problem Solvers
The world’s smartest people love tackling problems head-on. We worked with director duo The Mercadantes to tell their stories.
How do you sell a gorpy tech product to an audience attuned to the whiz-bang of consumer tech ads?
You create a fun metaphor, tell a quick story, and give them something pretty to look at. And so we did.
Minwax is the category leader in wood stain, but they were having trouble coaxing a new generation to take on DIY projects—trying Minwax products in the process.
So we gave them a short film that courted young parents with a surprisingly emotional narrative—the last thing you might expect from the “wood care” category.
PNC has a partnership with DonorsChoose, a nonprofit that allows people to donate directly to pre-K classrooms, reducing the burden on teachers who often reach into their own wallets to stock classrooms with school supplies.
To help encourage PNC customers to donate, we wanted to illustrate that a teacher equipped not only with love, but also the tools to teach and inspire, can leave a lifelong impact. So we reunited a pre-K teacher with one of her former students, letting their love and respect for each other 20 years later do the heavy lifting.
PNC Grow Up Great — Donor's Letter (2:00)
RIP Tony the Tiger
Guerilla / Personal project
Kellogg’s Frosted Flakes uses illegally harvested palm oil in their cereal. The harvesting methods destroy the natural habitats of a number of animals, including—ironically—tigers.
My partner Nicole and I hate this. So we went to over a dozen grocery stores in NYC, re-skinning Frosted Flakes boxes to show a recently-expired Tony the Tiger. Shocked soccer moms = instant awareness.
We were asked to help Monster.com, one of the oldest sites on the web, become a brand that resonates with millennials. Our best ad idea wasn’t an ad idea at all.