Roubaix

Client:
Specialized
  • Roubaix

    One of the crown jewels of Specialized Bicycle’s offerings is the Roubaix, a men’s bike built for the hellish one-day Paris–Roubaix race, which Philippe Gilbert won in 2019. But, in a momentous shift: the new Roubaix has been designed as a gender-neutral bike and will launch a category-defining departure from gendered frames altogether.

    To announce the news, Specialized released a powerful spot the week of the Paris–Roubaix itself. The spot is told from the point of view of the road—and not just any road, but the most grueling section of cobblestone in the race, the Trouée d’Arenberg.

    In the film we hear the menacing voice of the road explain how it lives to inflict pain on its riders, irrespective of gender. The film’s climax then reveals that the Roubaix riders are in fact women—a poignant act on this stage of the all-male race. 

    The equality-championing brand ends the film with a call to open up the Paris–Roubaix race to all genders, just as Specialized has done with the Roubaix bike.

    Released: April 2019

    Tags:
    San Francisco, Specialized

Pavlovian-Response Scented Ad

Client:
Liberty Mutual
  • Pavlovian-Response Scented Ad

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    Research shows that most people wait until they’re actually buying a car before they think about getting a car insurance quote. Research also shows that smell is the sense most closely connected with memory formation.

    Those are the insights that inspired us to create ads scented with New Car Smell for Liberty Mutual Insurance. As people test-drive and buy cars, we figured the smell of new car would trigger subconscious memories about the Liberty Mutual ad they previously saw.

    To engage with a consumer during this specific moment where they’re making a decision about their insurance, we used a print ad that would give people a Pavlovian response to catch car buyers at the moment that matters most.

     

    Released: May 2019

    Tags:
    San Francisco, Liberty Mutual
  • Pavlovian-Response Scented Ad

    2 of 2
    Prev Next

    Research shows that most people wait until they’re actually buying a car before they think about getting a car insurance quote. Research also shows that smell is the sense most closely connected with memory formation.

    Those are the insights that inspired us to create ads scented with New Car Smell for Liberty Mutual Insurance. As people test-drive and buy cars, we figured the smell of new car would trigger subconscious memories about the Liberty Mutual ad they previously saw.

    To engage with a consumer during this specific moment where they’re making a decision about their insurance, we used a print ad that would give people a Pavlovian response to catch car buyers at the moment that matters most.

     

    Released: May 2019

    Tags:
    San Francisco, Liberty Mutual

Dalí Lives

Client:
The Dalí Museum
  • Dalí Lives

    In January 1989, Salvador Dalí made his last public statement. He said, “When you are a genius, you do not have the right to die. Because we are necessary for the progress of humanity.”

    So on the 30th anniversary of the master’s death, we brought him back to life using an artificial-intelligence technique popularly known as “deepfake” to give visitors of the Dalí Museum a point of view they never had: the art according to the artist. 

    Fans of the iconic painter can now hear about the masterpieces from the mouth of the master himself and get to know his personality. 

    To create Dalí’s likeness, we created a neural network that analyzed over 6,000 frames of archival footage. The process required over 1,000 hours of machine learning.

    To re-create his personality, we used his own quotes, extracted from old interviews, books and personal letters, all curated by the Dalí Museum.

    Through interactive screens installed inside the museum, people can get face to face with the artist. The screens show over 125 videos with 190,512 possible combinations, so every visitor can have a different experience. 

    On the way out, there’s one last surprise: in a surreal move, Dalí pulls a smartphone out of his pocket and takes a selfie with the visitors.

    The ultimate proof that the master is alive in 2019.

    Released: May 2019

    Tags:
    San Francisco, The Dalí Museum

Heaping Cup

Client:
NFL Network
  • Heaping Cup

    Every NFL Sunday, NFL GameDay Morning is the first and only place to get authentic, up-to-the-minute NFL news coverage, starting at 9:00 a.m. (ET) on NFL Network. Its team of personalities – Rich Eisen, Steve Mariucci, Kurt Warner and Michael Irvin – have become a part of the Sunday morning tradition for millions of viewers to wake up early and start the day of football ahead. For the 2018 campaign, we put a new twist on the old classic coffee commercials, positioning NFL GameDay Morning as an exciting reason to get out of bed and an incredible way to start your day with this spot, “Heaping Cup.”

    Released: October 2018

    Tags:
    San Francisco, NFL Network , Film