Diesel has a long history of calling bullshit on the craziness of the world, which is good because calling bullshit is exactly what the world needs right now. We partnered with legendary photographer and longtime Diesel collaborator David LaChapelle to put forth a simple, poignant message of unity.
Make Love. Not Walls.
If we did more of that, the world would be a whole lot better. A lot of people agreed with us, too.
A documentary for Johnnie Walker made with award winning director Talal Derki about a Greek village of 150 residents who helped 300,000+ refugees.
Johnnie Walker is a brand with historical weight—in terms of advertising, design, and even politics. The tagline ‘Keep Walking’ has been used on flags and signs in protests around the world, and their ads have consistently encouraged people to persevere in the face of hardship.
This time, though, they wanted positivity, joyfulness, and hope. They wanted something from the real world to prove that a positive mindset can help us get through the most trying of times. Other than being 100% true and positive, there weren’t a lot of parameters.
After sifting through hundreds of stories, we ended up on the Nobel Peace Prize nominated villagers from the island of Lesvos. To make sure we didn’t turn the story into just another ad, we worked with Sundance award winning documentary director Talal Derki (Return to Homs) to create a 10+ minute film about the 150 residents of Skala Sykamias and their incredible reaction to hundreds of thousands of refugees showing up on their shores in search of a better tomorrow.
The long form is currently making the rounds at a variety of film festivals including Cannes Film Festival for diversity, and the shorter, 5 minute version, has generated an extremely positive reaction from both industry and traditional sources.
This will hopefully be the first of many films of this nature as part of the new Johnnie Walker Storyline project, where local filmmakers tell stories of positivity in a world full of negative news.
A concert by 7-UP and EDM superstar Martin Garrix in a venue designed so an entirely deaf audience could experience music like never before.
The brief asked for a 7-UP campaign about EDM and pretty much nothing else. Knowing next to nothing about EDM, we turned to Google. After hours of searching and still not understanding the appeal of EDM, we stumbled upon something interesting: the deaf are often drawn to EDM. The heavy bass and loudness of the shows causes vibrations that you can feel well enough to dance to, even if you can’t hear the music.
The idea, putting on a concert specifically tailored to a deaf audience, was simple. Getting there was not. Eventually though, with some help from the awesome experiential folks at Fake Love and an insanely enthusiastic director, we did get there.
We picked a handful of people to interview and focus on before the show, and then invited hundreds of deaf EDM fans to a small venue in Long Beach for a very intimate show with one of EDM’s biggest stars. Everyone in the audience was deaf, and the show ended up lasting for hours longer than it was supposed to.
Oh, and we still don’t get EDM. Maybe because it’s not meant for us.
Johnnie Walker wanted an ad that appealed to Hispanics in America that paid off their 'keep walking' tagline. There was no media buy to work against, just a simple message to deliver: immigrants make America, America.
We quickly thought of Woody Guthrie's classic protest song 'This land is your land.' Though it's often misinterpreted as a blissfully ignorant patriotic jingle, lyrically it is anything but. It's a protest song through and through, all about America belonging to Americans—all of them.
In a year when Hispanic Americans have been maligned as unwelcome illegals (even when they aren't) by a sizeable chunk of the population and one major candidate, it felt right to use an American classic to encourage these full blooded Americans to keep going. To persist against the abuse and hate. And to remind them that we are all Americans.
Year one of Lil' Sweet did a lot of heavy lifting. It let people know that Diet Dr Pepper was both sweet AND calorie free. For year two, people already knew that stuff. All we had to do was give them an occasion to indulge in the deliciously sweet sweetness of DDP.
So we found moments that represented what you could call small victories. The moments where you whisper to yourself, 'I did that,' but you hope no one hears you, because the thing you did is not really that impressive. The thing you did was, however, impressive enough to earn you a sweet treat. And that treat is a Diet Dr Pepper.
Year three is currently being concepted and produced. And while it pains us to have abandoned our Lil’ Baby, it brings us great joy to have created a character successful enough to merit a three year campaign.
Simply put, it was a social film for Intel and Toshiba starring Harvey Keitel about a mustache alien invasion and an unlikely hero's quest to find the power inside himself to save the world.
The audience participated by choosing to help save or destroy the world. They auditioned via Facebook and some of them found themselves in the film.
Watch all the episodes at
This social film for Intel and Dell is about a son (Colin Hanks) who finds himself on a journey of self-discovery after the death of his father (J.K. Simmons), a well-known and acclaimed children’s puppeteer who was widely celebrated for his creativity.
The son discovers a mysterious world of his dad’s creation and finds himself on an adventure that will soon unlock his own creativity.
For the social side of the film, fans submitted their drawings of what they thought the creatures should look like. Some of the best ones were brought to life in the final film.
This was the last project we worked on before leaving Pereira O’Dell, and while we missed the production, it stayed true to our original concept. And predictably, they did an amazing job bringing it to life.
As the official sponsor of the College Football Playoff, Dr Pepper needed a strong voice to represent them on TV during college football season. Larry Culpepper is that voice. He’s a Dr Pepper vendor who lives and breathes college football and claims he invented the two-year-old College Football Playoff.
From the pressure to share your own stuff with anyone who asks to feeling forced to look at every single thing people over share online, it’s starting to feel like sharing sort of sucks. Which is why when we saw the Grilled Stuft Nacho from Taco Bell, our gut said, ‘Whoa. Nachos you don’t have
We wanted a character who could deliver sweet, zero calorie Diet Dr Peppers to people in their moments of weakness. So naturally, we created Lil’ Sweet.
He’s just like you and me in that he’s a child-sized rock star with the voice of an angel and the Diet Dr Pepper supply of a Diet Dr Pepper delivery man.
And fittingly, Lil' Sweet ended up on the film shortlist for both spots at Cannes. It's fitting because he's short. And so is the list.
We created a series of posters to use in outdoor and social media to tease the launch of The Power Inside. The idea was simple, mustache aliens are everywhere.
Muscle Milk can help you get a better body, which is sort of a major life change. Our 2011 campaign helped people get comfortable with the fact that with a new body comes a new life. Below are a few pieces from that campaign.
When Pizza Hut decided to take pizza where it had never been before with their biggest menu change in over fifty years, they wanted the approval of the original pizza makers. So we went to Italy to get the opinions of real, old Italians. Turns out real, old Italians don’t love it when you change one of their sacred culinary traditions.
Pereira O'Dell has a bar called the BarrelHouse. There are charity concerts there. The charity concerts need posters. These are some of those posters. The series was once featured on Creativity.
A couple writers (this one included) spent three weeks on a commercial salmon vessel based in Naknek, Alaska, to raise awareness and funds for the Greater New Orleans Foundation, a charity helping victims of the Deepwater Horizon Gulf Coast oil spill. They did their ad work and their fishing work while there. In all, it was a lot of work.
The trip was documented in real time on a blog with post, weather updates, and a fish-o-meter. Merchandise was sold and all proceeds went to the GNOF.
Muscle Milk and the Chicago Cubs wanted to give a lucky fan the chance to throw out the first pitch at Wrigley Field. We were asked to create an email for the promotion.
The distance from the pitcher’s mound to home plate is 60’ 6”, so to help people understand how far that is, we created a 60’ 6” email. If they couldn’t scroll that far, they had no business on the mound anyway.
The file has been divided because it was just that long.