The water crisis is an enormous, complicated subject. But we wanted to make it simple—simple enough that after a two minute video, even the youngest charity: water supporter could explain that clean water changes everything. Designed by the talented creative team at Buck and scored by the all-stars at Antfood, this little video script was pretty fun to write. (Especially the last 30 seconds, that's my favorite part.)
Crafting admissions materials for the University of Notre Dame required careful, critical thinking. Their applicants are whip-smart. To capture attention, we built a puzzle in the style of the Eames House of Cards. To inspire creativity, the creation can be put together in endless configurations, but embedded in the cards there's also a challenge. The result (found on Twitter at #NDpuzzle) was a satisfying stream to watch.
Much like the High Line in New York City, the Rail Park stands on the site of an old, unused railroad. It stretches across three miles in the heart of Philadelphia, connecting 10 neighborhoods, reaching across 50 city blocks. It soars overhead. It runs underground. And we worked with the Friends of the Rail Park to build a new identity for what is soon to be Philadelphia's most loved park.
At Friends Select School in Center City Philadelphia, the Quaker teaching method asks questions, rather than offering answers. Their approach is to spark student interest, and guide them as they explore independently. But rather than speak about the fascination they inspire, our identity campaign mimicks it. We ask questions without offering answers, piquing curiosity and inspiring viewers to seek answers independently—just as students do at Friends Select.
To help charity: water raise awareness about the water crisis for World Water Day, we made a video. We wanted it to be short, poetic, and powerful. Retweeted by Justin Bieber, complimented by Hollywood directors, this video—and its accompanying campaign—made me proud.
Design: Mike Smith
Videography: Jamie Pent, Paul Pryor, Mo Scarpell, Jeremy Snell
Editing: Jamie Pent
Voice: Trevor Rogers
Music: "Speak, We're Listening" by Ryan Taubert
Creative Direction: Viktoria Harrison
To help charity: water recruit major donors, we wrote a book. It's 100 pages tell the charity: water story, start to finish. At charity: water, 100% of public donations go directly to the field, thanks to a group of private donors called The Well. We made this thing coffee-table worthy. We wanted it to spark pride in current members of The Well and catch the eye of potential new members, while dancing the line between honest, heart-wrenching tragedy and truly inspiring hope.
There are tight timelines, and there are tight timelines. This beautiful little ad for charity: water was something Mike and I put together in one evening.
Design: Mike Smith
Our TV spot for Loyola University Maryland was designed to play during basketball games. And to capture audience attention, it had to feel athletic in nature. But our task wasn’t merely to hype up the crowd—our goal was to highlight the deeper values of Loyola’s Jesuit approach to higher education.
And with that, Champions was born.
Charlie was a sinner is a vegan bar in Center City Philadelphia. But despite being vegan, we wanted it to feel like a place where even the biggest steak-loving executive in Philadelphia would feel comfortable. The brand feels part 1920s speakeasy, part mystery novel, and even the name is formatted in sentence case and stamped with a period, as though it’s the opening line of a novel.
Creative Direction & Design: Mike Smith