For over 10 years DEAD AS WE KNOW IT has made products famous by building irresistible brand worlds.
Teeling – I Am Irish :60
TV: I AM IRISH :60
For a U.S. launch, Teeling Whiskey wanted to push the boundaries of what an Irish Whiskey could be, so we created “I Am Irish,” an anthemic film for digital media, challenging American perceptions of Irishness itself.
JewBelong – Shabbat Abe :15
TV: SHABBAT ABE :15
Non-profit JewBelong wants to make Judaism fun and accessible for millennials. They say it’s “not your Grandpa’s” Judaism, so we decided to test that proposition with an actual Grandpa (and Grandma). It went pretty well, if you don’t mind getting yelled at—lovingly of course.
JewBelong – Passover Esther :15
TV: PASSOVER ESTHER :15
Non-profit JewBelong wants to make Judaism fun and accessible for millennials. They say it’s “not your Grandpa’s” Judaism, so we decided to test that proposition with an actual Grandpa (and Grandma). It went pretty well, if you don’t mind getting yelled at—lovingly of course.
JewBelong – Passover Abe :15
TV: PASSOVER ABE :15
Non-profit JewBelong wants to make Judaism fun and accessible for millennials. They say it’s “not your Grandpa’s” Judaism, so we decided to test that proposition with an actual Grandpa (and Grandma). It went pretty well, if you don’t mind getting yelled at—lovingly of course.
TINCUP – Extended Film
DIGITAL: EXTENDED FILM
Assembled from extra footage and on-set interviews we shot with the professional adventurers featured in “Where You Do It,” this longform piece for digital and cinema makes TINCUP right at home above the clouds.
TINCUP – Where You Do It
TV: WHERE YOU DO IT
TINCUP’s brief was to stay authentic while going higher than ever before. We took world-famous alpinist Renan Ozturk to 14,000 feet for this national spot, shot in the Chilean Andes with director Bruce St. Clair.
Pendleton – Everybody Falls :15
TV: EVERYBODY FALLS :15
The challenge: translate Pendleton’s rodeo brand to a mass market audience in a relatable way. Our answer: “Everybody Falls” – but it takes grit to get back up. Jake Scott directs.
Pendleton – Everybody Falls :30
TV: EVERYBODY FALLS :30
The challenge: translate Pendleton’s rodeo brand to a mass market audience in a relatable way. Our answer: “Everybody Falls” – but it takes grit to get back up. Jake Scott directs.
Pendleton – Everybody Falls :60
TV: EVERYBODY FALLS :60
The challenge: translate Pendleton’s rodeo brand to a mass market audience in a relatable way. Our answer: “Everybody Falls” – but it takes grit to get back up. Jake Scott directs.
1800 – TV
TV: WHAT EVER HAPPENED…
This iconic campaign re-established 1800 as a category leader and brought men back to the premium tequila segment in droves.
Reyka – Female President
TV: FEMALE PRESIDENT
Pure. Clean. Icelandic. We carried these product attributes all the way through our character creation for the Reyka brand world, which delivered memorable wit from a disarmingly wholesome spokeswoman.
Kraken – Black Ink
TV: BLACK INK
Deadpool’s Tim Miller directs as we Release The Kraken on the world of the real.
Bébo – Website
DIGITAL: WEBSITE
Bébo’s website invites visitors into the exotic pre-revolutionary clubs of Havana… as long as they know the secret password.
Manhattan Mini Storage – Moose
TV: MOOSE
Our brand world for this NYC icon needed to be New York to the core. So what do all New Yorkers share? Big attitudes. And small apartments.
Zarco – Advanced Tequila Thru Tristillation?
TV: ADVANCED TEQUILA THRU TRISTILLATION
To create Zarco’s brand world, we turned conventional “hand-crafted” wisdom on its ear by designing a universe in which the best tequila is cloned in an immaculate lab.
Zarco – What is Tristillation?
TV: WHAT IS TRISTILLATION?
To create Zarco’s brand world, we turned conventional “hand-crafted” wisdom on its ear by designing a universe in which the best tequila is cloned in an immaculate lab.
Zarco – Home of Tristillation
TV: HOME OF TRISTILLATION
To create Zarco’s brand world, we turned conventional “hand-crafted” wisdom on its ear by designing a universe in which the best tequila is cloned in an immaculate lab.
Zarco – Welcome to Zarco
TV: WELCOME TO ZARCO
To create Zarco’s brand world, we turned conventional “hand-crafted” wisdom on its ear by designing a universe in which the best tequila is cloned in an immaculate lab.
Lola Belle – The Cherry Bombshell
TV: THE CHERRY BOMBSHELL
The epic character and heroic journey we created for Lola Belle become the heart of this lush and exotic brand world.
TINCUP – We Stayed
TV: WE STAYED
To launch TINCUP we created more than a brand — we created a new category. This is Mountain Whiskey.
The Knot – Binding Agreement
TV: BINDING AGREEMENT
Shot in a back-room pub and starring an amateur boxing coach, this much-loved and delightfully profane campaign turned The Knot into an icon.
Three Olives – Clive Owen
TV: CLIVE OWEN
We repositioned Three Olives as “The London Vodka” by casting Clive Owen as the star in an imaginary film. The movie wasn’t real—but the glamour was.
Dobel – Coward
TV: COWARD
Shot by legendary rock photographer Danny Clinch, this campaign combined the two sides of the Dobel brand world: maestro and rebel.
Benham’s – The Story of D. George Benham
TV: THE STORY OF D. GEORGE BENHAM
To launch a timeless brand, we created a timeless character. Meet D. George Benham: Inventor, Adventurer, Distiller.
IFC – Hollywood Woman
TV: HOLLYWOOD WOMAN
To capture the essence of John Cameron Mitchell’s “Escape from Hollywood,” we created a hellscape where big-budget film tropes intrude on real life.
IFC – Hollywood Man
TV: HOLLYWOOD MAN
To capture the essence of John Cameron Mitchell’s “Escape from Hollywood,” we created a hellscape where big-budget film tropes intrude on real life.
Zarco – Test subject social ad
DIGITAL: TEST SUBJECT
To create Zarco’s brand world, we turned conventional “hand-crafted” wisdom on its ear by designing a universe in which the best tequila is cloned in an immaculate lab.
Zarco – Animated banners
DIGITAL: ZARCO BANNERS
To create Zarco’s brand world, we turned conventional “hand-crafted” wisdom on its ear by designing a universe in which the best tequila is cloned in an immaculate lab.
Zarco – Website
DIGITAL: ZARCO WEBSITE
To create Zarco’s brand world, we turned conventional “hand-crafted” wisdom on its ear by designing a universe in which the best tequila is cloned in an immaculate lab.
Three Olives – Website
DIGITAL: THREE OLIVES WEBSITE
We repositioned Three Olives as “The London Vodka” by casting Clive Owen as the star in an imaginary film. The movie wasn’t real — but the glamour was.
Lola Belle – Website
DIGITAL: LOLA BELLE WEBSITE
We conjured up a 1940’s website as the centerpiece to Lola’s brand world of vintage Cuban intrigue.
TINCUP – Up Here
TV: UP HERE
TINCUP was born on the mountain. In this national campaign we sent it to the summit.
Benham’s – Website
DIGITAL: BENHAM’S GIN WEBSITE
Our brief was simple: create a website like the gin — with as much character as the man himself.
1800 – TV
TV: WHAT EVER HAPPENED…
This iconic campaign re-established 1800 as a category leader and brought men back to the premium tequila segment in droves.
Kraken – Existence
TV CAMPAIGN: EXISTENCE
Animated by Adam Gault, this film series proved our scientific proposition: The Kraken is real.
The Knot – Refreshing Cocktail
TV: COCKTAIL
Shot in a back-room pub and starring an amateur boxing coach, this much-loved and delightfully profane campaign turned The Knot into an icon.
Dobel – Club
TV: CLUB
Shot by legendary rock photographer Danny Clinch, this campaign combined the two sides of the Dobel brand world: maestro and rebel.
Reyka – Website Animated
DIGITAL: REYKA WEBSITE
To make Reyka’s website we reimagined the pop-up book for the digital age. The result was unlike anything else on the web.
1800 – Essential Artists
DIGITAL: ESSENTIAL ARTISTS SERIES
We sourced and directed over a dozen modern artists for this campaign that brought 1800 to the cutting edge of culture.
The Knot – Date
TV: DATE
Shot in a back-room pub and starring an amateur boxing coach, this much-loved and delightfully profane campaign turned The Knot into an icon.
Reyka – Jesus
TV: JESUS
Pure. Clean. Icelandic. We carried these product attributes all the way through our character creation for the Reyka brand world, which delivered memorable wit from a disarmingly wholesome spokeswoman.
Benham’s – Social Videos
DIGITAL: BENHAM’S SOCIAL VIDEOS
Our social media videos for Benham’s follow a simple rule: grab attention in the first second and hang on tight.
The Knot – A Proper Toast
TV: A PROPER TOAST
Shot in a back-room pub and starring an amateur boxing coach, this much-loved and delightfully profane campaign turned The Knot into an icon.
Reyka – Flavored Vodka
TV: FLAVORED VODKA
Pure. Clean. Icelandic. We carried these product attributes all the way through our character creation for the Reyka brand world, which delivered memorable wit from a disarmingly wholesome spokeswoman.
The Knot – Website
DIGITAL: THE KNOT WEBSITE
In the brand world of The Knot, the men know what to drink and how to do it — and they’re not shy about telling you so.
Kraken – Documentaries
TV: DOCUMENTARIES
This series of documentaries introduced The Kraken to the world with a fully-formed wit, style, and point of view.
The Knot – Drink Responsibly
TV: DRINK RESPONSIBLY
Shot in a back-room pub and starring an amateur boxing coach, this much-loved and delightfully profane campaign turned The Knot into an icon.
Kraken – Valentine’s Day Social
DIGITAL: VALENTINE’S DAY SOCIAL CAMPAIGN
We owned the world’s sappiest holiday with the most brutal digital campaign of all time.
The Knot – Drinking Buddy
DIGITAL: THE KNOT DRINKING BUDDY
In the brand world of The Knot, the men know what to drink and how to do it — and they’re not shy about telling you so.
The Knot – Serving Suggestion
TV: SERVING SUGGESTION
Shot in a back-room pub and starring an amateur boxing coach, this much-loved and delightfully profane campaign turned The Knot into an icon.
Kraken – Summer Social
DIGITAL: SUMMER SOCIAL CAMPAIGN
The Kraken’s take on vintage seaside postcards won over 26MM impressions on social.
Kraken – Website
DIGITAL: THE KRAKEN WEBSITE
The Kraken website shows a brand world without limits, where content bursts off the screen.
Kraken – Christmas Social
DIGITAL: CHRISTMAS SOCIAL CAMPAIGN
Our viral take on Christmas won 20MM impressions—and proved that nothing’s sacred in the depths.
Kraken – Mobile App
DIGITAL: MOBILE APP
Downloaded over 60,000 times, The Kraken’s Simulation Application for Nautical Maneuvering is the pinnacle of 18th century app design.
Kraken – The Legend
TV: THE LEGEND
The brand’s first national TV spot brings viewers inside the iconic bottle to witness The Captain receive his brutal comeuppance.
Kraken – Ceramic
DIGITAL: CERAMIC SOCIAL CAMPAIGN
The Kraken’s take on vintage seaside postcards won over 26MM impressions on social.
