Cannes Lion
🎗Shortlisted for Innovation
Clio Entertainment
🏆 Grand Clio
🥇 Gold
🥇 Gold
One Show
🎗Merit
🎗Merit
🎗Merit
National ADDY
🏆 Best of show
🥇 Gold
🥇 Gold
🥇 Gold
The International Red Cross had lost relevancy with younger generations. So we took our life-saving mission to their battlefield. We transformed the biggest video game in the world, where over 350 million people play soldier and killing is the goal. And for the first time ever, players win by saving lives instead of taking them.
But changing the game in an authentic way meant we had to build Liferun with the help of the gaming community. So, we partnered with the best amateur game builders in the world to translate our real-life missions into Fortnite. As Red Cross workers, players race to complete action-packed missions and can even donate in-game.
Then, gaming’s top influencers lent their skills and followers, pro bono, to make the launch of Liferun a legitimate, pro-gamer-approved event. They played a live tournament at PAX, the biggest gaming conference in the world, and broadcast the livestream to their collective 20 million followers.
Liferun allowed players to experience the other side of war, and created a whole new generation of heroes.
ART DIRECTOR
Claire Nellessen
CREATIVE DIRECTOR
Danielle Trivisonno Hawley
Rick Albano
HEAD OF INNOVATION
Jason Brush
DIRECTOR OF PRODUCTION
Craig Jelniker
ICRC PUBLIC RELATIONS
Chris Hanger
Japan’s premiere airlines needed to get the world excited about traveling to Japan post-Covid. We created a campaign that would get people dreaming of travel, by depicting people traveling as in a dream.
Without a shoot as an option, we turned to animation to stoke the imagination with heightened, surrealist depictions of actual places and activities in Japan. Scenes even transition seamlessly like they do in dreams.
Each image was created by Academy Award winning illustrator Yukhi Demers, himself a Japanese American who flew Japan Airlines each summer of his childhood.
The imagery was made to be distinct and show-stopping on social, beyond expected travel imagery. CTA’s lead to a landing page that gives viewers their own feeling of flying through the site from location to location, instead of traditionally scrolling down it.
CREATIVE DIRECTOR
Aaron Howe
ART DIRECTOR
Claire Nellessen
COPYWRITER
Peter Trueblood
AWARDS
Clio Entertainment
🏆 Games: Fan Engagement
🏆 Games: Digital | Mobile
🏆 Games: Experiential | Event | Activation
We partnered with the International Committee of the Red Cross (ICRC) to show the world: How you play FPS can make a difference on battlefields IRL.
When the Russia Ukrainian conflict started, the ICRC was inundated with questions about the rules of war. Their job is to uphold these rules in every global conflict. But the world watched and wondered if those rules were being violated.
The ICRC needed to drive awareness and educate younger audiences—especially soldiers—what these rules really are. We created a game mode that runs on the real life rules of war, and hosted an event featuring 5 top FPS gamers, each playing a different title, with a twist: they had a whole new set of rules to play by and figured it out LIVE on Twitch.
RESULTS
In 5 hours we reached over 140,000 viewers and in one week our initiative reached 3 million people around the world. All achieved pro bono.
TEAM
CD | Claire Nellessen & Saedi Hitner
GAME DEVELOPERS: Beyond Creative
PRODUCER | Craig Jelniker
INFLUENCERS & MEDIA | Ege Ayan & PopShorts
CREATIVE LEADERSHIP | Guy Seese & Tom Murphy
CLIENT | Chris Hanger
THE PROBLEM:
The International Red Cross (ICRC) needed help raising awareness for an ongoing problem that was being ignored: The power crisis in Gaza.
At any given time, 1 in 3 Gazans are living without power. Families struggle to access clean water and lack electricity to study, cook, clean, refrigerate food or heat their homes.
It’s not just about a lack of light. Limited access to electricity impacts people’s everyday life, health and mental wellbeing.
THE SOLUTION:
We created the #LifeInTheDark challenge and asked TikTok’s top creators to do what they do best—in the dark.  The challenge turned the social platform where people flaunt their skills, into a place filled with fails.
Turning off the lights became a simple yet powerful way to visualize the ongoing crisis that had been ignored by so many.
To see real time creative search #LifeInTheDark on TikTok.
THE RESULTS:
Reach: 16.2 million
Views & Impressions: 25 million—exceeding campaign goals by 400%
CPM: $1.61—150% more efficient than industry standard
ICRC profile views on TikTok rose 131%
Post engagement increased 340%
ICRC followers on TikTok doubled 
ART DIRECTOR/CD | Claire Nellessen
WRITER/CD | Saedi Hitner
PRODUCER | Craig Jelniker
MEDIA | Ege Ayan
ECD | Guy Seese
CLIENT | Nora Livet, Siane Monreal Oakley, Chris Hanger
CREATIVE DIRECTOR
Jon Dietrich
ART DIRECTOR
Claire Nellessen
DEVELOPER
Andy Pixel
ACCOUNT DIRECTOR
Gareth Jones
LIGHTS * CAMERA * FOG MACHINE
We spoofed iconic movie moments (think Vacation movie poster, the “don’t look back at the explosion” slow walk, the pre-game motivational coach speech) in everyday settings to show the amazing entertainment benefits of AT&T’s loyalty program, THANKS.
You'll see those opportunities—access to VIP movie, music, and sport events—referenced in these heightened moments.
We got the biggest bang for the client's buck by shooting a library of images alongside the hero images we created for the Epic THANKS campaign. These images can be used for all of AT&T's services—everything from customer service to streamable content.
Developed a logo and identity for a Seattle-based agency. The name Umbr in combination with the mark winks at the city's rainy reputation. The flat graphics and bold color palette makes for a lively aesthetic, and highly contrasts the gray imagery normally associated with rain.
Â
LEAD CREATIVE
Claire Nellessen
We brought Taco Del Mar’s “Live Baja” catchphrase to life literally by breathing baja and personality into their own tacos and burritos.
These unexpected and unabashedly off-beat spots broke through the flood of perfectly posed food ads and actually worked to bring in retail business.
Store traffic showed a direct increase in correlation with broadcast placements. People spent more money per store visit and kept coming even in their off season.
Winner of Internet Advertising Competition's 2017 Best Restaurant Social Media Campaign.
CREATIVE DIRECTOR
Graeme Hanson
ART DIRECTOR
Claire Nellessen
COPYWRITER
Saedi Hitner
CINEMATOGRAPHER
Chris Meurer