For over 10 years DEAD AS WE KNOW IT has made products famous by building irresistible brand worlds. We have successfully launched and revitalized products by creating expansive universes, combining the power of advertising, the cohesion of branding, and the magnetism of character-driven story.
•Concepting and Executing Creative •Traditional Mediums (TV, Print, Outdoor) •Non-Traditional Mediums (Digital, Social, Activations) •Developing Strategy and Positioning •Product Development
EXECUTIVE CREATIVE DIRECTOR/CO-OWNER
A former creative director of NY agencies, Mad Dogs & Englishmen, Mad Injection, Mikal harnesses his experience in theater to create advertising of a new kind. Mikal opened DAWKI to create communications that people like, as much as things they like, when they’re not being sold something.
Having bided her time winning awards for her work at London agency, Miles Calcraft Briginshaw Duffy and New York’s Mad Injection, Ella finally loosed her true colors on the advertising world in 2006 with the creation of DAWKI. And those colors were unusual, not especially pleasant, yet oddly captivating.
Tara Lee Byrne
A Brooklynite by way of Dublin, Ireland, Tara offers expertise in spirits launches, brand strategy, global campaign management, integrated communications processes, content marketing, night vision, digital strategy, social strategy, interpretive dance, market research, production oversight, and new business development. Her dog Tucker is an extremely large and good boy.
DIRECTOR OF SOCIAL MEDIA/COPYWRITER
Ever since he staffed the “Inside Edition” tips hotline during the OJ Simpson car chase as a summer intern, Jesse has sought out professional opportunities to serve the clinically deranged. His writing has been featured several times by McSweeney’s, including in their “Book of Politics and Musicals,” and his favorite foods include hoagies, grinders, heroes, and subs.
Born and raised in Manhattan, Gus returned to New York after graduating from the Maryland Institute College of Art to begin his career in package design, branding, and advertising. A lover of painting, cinema, and food, Gus is perhaps best-known as a loyal patron of restaurants like Mission Chinese, Fu Run, and Okanomi, where the waiters call him “Spicy Boy” with little or no trace of affection.
It’s not enough to just have branding. We need to charge it with meaning for people to appreciate it in all its glory. We will create natural extensions of packaging and product to amplify its depth and recognizability and make it a superstar.
It’s not enough to just do an ad. Great brands need to be built on big ideas, that can expand into universes. Using every medium imaginable, we’ll create irresistible worlds, where people can discover, explore, and live a brand.
It’s not enough to call a list of facts a “story.” Successful brands spin yarns and take creative flights of fancy to capture their true spirit. A well-told tale can paint a more honest picture than cold, hard truth. We tell stories because we hate lying.
It’s not enough to just talk about the brand. We need to become the brand character, with its own voice, look, and POV. Stories sit on a page. Characters look you in the eye. We create brands that people can reach out and put their arms around.