Truth Love and Advertising

Amazon was started by two creative directors who were tall and female.  Then things got really interesting.

We are now a hetero group with global accounts, a history of work that has upended categories, and some of the finest, most talented individuals in advertising.  They come to make something beautiful or funny or wise and sometimes all three.  They come to throw open the window on the human experience, to test convictions and to push convention.

We believe in ideas sustained by human truths.  We believe that strategies should feel like stories waiting to be told.

We judge work by the fact that it must work or die.  In the end we don’t know if starting with women made the difference, although we are quite certain that on any given day you will find more interesting shoes in here than in any agency in America.

Good Strategies

Good strategies don’t just focus work.  They compel it.  They’re visual.  They buzz.  Good strategies often feel a little wicked because they hold a piece of human understanding that is yet to be known or said out loud.

A good strategy feels like a story waiting to be told.  It obliterates any doubt about the usefulness of the message, and creates a sense of mission.  Art directors and writers make it their personal passion.  A good strategy makes work an act of joy.

Oddly, in hindsight, excellent strategies often appear dumbfoundingly obvious.

Good Ads

Good work is strategically brilliant, magically executed and seems inevitable, effortless and new.  It’s beautiful, funny, or wise.  And, if you’re lucky, all three.

The best work changes the rules of advertising.  Occasionally it becomes a part of popular culture and lives far beyond the means of its media.  This is the Holy Grail.  None of this work will seem familiar or perhaps even comfortable when first presented.  It is likely to feel somewhat outrageous but absolutely true.

Good work doesn’t just work.  It delights.  It engages.  And very importantly, it makes you feel good about being human.

We would like to provide you with our portfolio samples that are most relevant to your industry and the type of advertising services you require.