change the
equation
essentia water
If fate shuts you out, you can either surrender or take a risk to flip the odds in
your favor. There’s no such thing sure bet, but this is a sound one: your story can shift when youre properly hydrated with ionized alkaline h20. So, If there’s a rulebook, rip it. If doubt, eat it. If parched, supercharge it. It’ll change it.
We launched “Change the Equation”; Essentia’s new brand platform that serves as a provocation to all by taking over the hottest pressure cooker for risktakers; New York City.
We launched “Change the Equation”; Essentia’s new brand platform that serves as a provocation to all by taking over the hottest pressure cooker for risktakers; New York City.
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Our three films, made in partnership with director/ photographer, Vincent Haycock and DP, Ryan Marie Helfant, dwell in the delicate balance between glory and failure. This is not sport as we know it, but somewhere between everyday and spectacal, ritual and revelation. It’s a mantra of defiant endurance recast as Abramović-esque performance art.
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Throughtout the summer months, we took our provocations into the wild, weaving the Change the Equation POV and bold, technical design system in to the fabric of NYC through traditional media and bespoke artifacts.
Bespoke
“If Thirst, Quench It” emergency hydration outfit by @gabbois
made with droga5
jenny yoon
george mcqueen
george mcqueen
thomas mcquee
stephanie mcarthy
matt jerret
gulshan jaffery
max friedman
viktoria burak
lia sfiligo
vincent haycock, director/stills photographer
ryan marie helfant, dp
sam ostrove, editor, cabin
nicole, editor, cabin
dante pasquinelli, color
parlament, vfx
q department, sound
please call me champ studio, animation
max friedman, nyc photography
zach hetrick, nyc photography
stefania curto, nyc photography
a woman’s foot
luluemon blissfeel
for as long as women have run, they’ve done so in shoes designed for the anatomy of men’s feet. but there’s far more nuance than simply sizing down. so, to launch the blissfeel shoe (lululemon’s first step into footwear) we partnered with acadamy award nominated director, sophia nahili allison and dp, michael “cambio” fernandez to create a poetic ode the intracacies of a woman’s foot backed by the care and devotion put into making the first running shoe made for women, first.
To articulate lululemon’s thoughtfulness for the female runner in motion we created a visually artful and poetic love letter to a woman’s foot. This direction is crafted to portray the raw feeling of running in shoes that finally fit like they’re supposed to.
Alongside a talented group of artists, we set out to create a diverse world of a woman’s body, designed typography that felt alive and created a nuanced sound design that mimics the imperfect cadence and rhythm of running.
While the anthem speaks to the collective woman’s experience, we created bespoke films for each of our ambassadors. We intereviewed every woman to understand her relationship with running and her feet. Their words inspired the writing and visual elements of their vignettes, making each one deeply personal and, most importantly, true.
made with droga5
jennifer yoon
bastien grisolet
marybeth ledesma
maja fernqvist
tim gordon
mike hasinoff
mateo suarez
find your in
It’s not about who you know right now, but who you could meet and what they know that help us all go further. When all you inherited was persistence, LinkedIn can help you find your in.
To launch Linkedin’s first global brand platform, we created a charming, mini muisical serving as a metaphor for the billions of people on the platform. In partnership with director-duo, Alaska, DP Pierre de Kerchove, choreographer Sherri Silver and the talented Lexi Lancaster, we turned a laundromat into a magical place to find the career path you’ve been looking for.
To launch Linkedin’s first global brand platform, we created a charming, mini muisical serving as a metaphor for the billions of people on the platform. In partnership with director-duo, Alaska, DP Pierre de Kerchove, choreographer Sherri Silver and the talented Lexi Lancaster, we turned a laundromat into a magical place to find the career path you’ve been looking for.
2024 Clio Silver Award | Best Use of Music
2024 D&AD Wood Pencil | Cinematography
2024 D&AD Wood Pencil | Cinematography
made with droga5
jennifer yoon
toby evans
laurie howell
amy werblin
erika kohnen
tom mcqueen
george mcqueen
phil le brun
ads dechand
christian zerbel jasmine paylor
connor hagan
mike ladman
“gurrilla” by remi wolf | music
alaska | director duo
pierre de kerchove | dp
sherri silver | choreography
paul watts | edit at cut + run
sophie burlap | colorist
kevin | vfx
jonny+will | puppeteers
three
impossible
things
atlassian
To prove that Atlassian’s collaboration software facilitates teams to do pretty much anything, we set out to solve three ubiquitous and charming problems by bringing people from all walks of life together to do the impossible.
Our three innovative projects are a labor of love and a pure manifestation of what humanity can achieve when we work together, after all things are only impossible if you go at it alone.
it’s impossible
to make money
grow on trees.
So we brought The Battery Park, Stripe, and tree lovers together to create a scuptural installation turns trees into tappable donation bank for park upkeep and planting.
We know the age old saying “money doesn’t grow on trees.” If it did, parks would be loaded. Instead places like The Battery Conservancy in NYC, depend on unreliable fundraising to keep historic and much needed green spaces alive.
Regardless of where you live, showing support to local parks is much harder than it should be. Our sustainable Giving Tree turns any tree into a tappable donation bank giving anyone enjoying nature the ablility to show their appreciation in the moment.
The Giving Trees is a solar-powered cutting edge installation that went up in honor of Earth Day in 2023. It’s elegant halo design is a visual manifestation of the delicate balance between nature and humanity - and how we all must strive to find it again. It’s a beacon of sustainable human-made innovation to benefit nature.
Both rings join at its central feature:
an informational and tappable plaque to which people can easily tap their phones or cards to make a pre-set donation. Once someone has donated, the installation responds with a sound and LED glow pattern to signal the donation has been received.
it’s impossible
to get a catchy
tune out of
your head.
So, we brought together psychologists, musicologists sound engineers, and artists to develop a scientifically-engineered antidote to pesky earworms, like
baby sha-
Earworms are one of the most universal phenomenon humans can experience. Artists, like Taylor Swift, Lady Gaga, Maroon 5, have cracked the code to creating music that haunts people for days.
Most catchy songs have a lot of things in common; repetitive lyrics, a melodic arch, small pitch range and average tempo of 124 BPM. Thematically, they tend to stick to one specific genre and subject.
So, we partnered with earworm specialist, Dr. Jakubowski and Squeak E Clean musicologists to develop an genre-bending audio experience that unravels the key components of earworms and negates them to give listeners reprieve.
With the talents of Laura Hodkin and Harry Bhalerao we created a fun, visual journey to accommany the track that further diverts listener’s attention from the earworm ailing them.
“Earworms reveal how we’re all connected
with the continuum of genius and madness.”
- Squeak E Clean
it’s impossible to hold onto your dreams forever.
So, we brought dream scientist, AI engineers and devlopers togehter to create a tool that turns dreams into everlasting works of art.
thedreamkeeper.co
thedreamkeeper.co
The Dreamkeeper is a tool that gives us an understanding of ourselves by visualizing our dreams and sharing them with others.
We partnered with dream scientists; Adam Harr and Dr. Deirdre Barrett to train an AI model through their learned experience in the field.
The model was then connected to an ethereal and crafted online experience based in a text prompt-animation output that also gave users insights into how our dreams work and what could help them make their dreams more vivid, and thus, more memorable.
Dream Insight
Fingers, hands, clocks and
written words are hard to perceive in dreams.
Carl Jung coined the term “collective unconcious.” The idea claims that from our first breath, all mankind houses a profound collection of mental concepts and inherited meanings.
The dream gallery gives us a glimpse into eachothers the minds. Maybe you’ll also find common ground with a complete stranger thousands of miles away who also keeps dreaming of shark tea parties on Mars.
Giving Trees:
Whatever Inc
The Battery NYC
Stripe
The Earworm Eraser:
Dr. Kelly Jakubowski
Squeak E Clean
Laura Jayne Hodkin
Harry Bhalerao
The Dream Keeper:
Dr. Deirdre Darrett
Active Theory
Addition
made with droga5
Dakota Brockman
Ian Graetzer
Cameron Priestley
Grace Wang
full-throttle
wellness
Harley-Davidson
An introduction to what riders have known for 117 years: a motorcycle is the full-throttle antidote for the modern condtion. The hog is one of the original wellness tools.
Our anthem, directed by Elena Di Roreto, is a poetic ode to riding. With photographers Jack Davison, Magda Wosinska and Alex de Mora, we challenged the stereotypes of riders from adrenaline junkies into clarity-seeking, spiritual beings. Together, the two pieces paint a revolutionary and modern portrait of motorcycles and their culture.
Our anthem, directed by Elena Di Roreto, is a poetic ode to riding. With photographers Jack Davison, Magda Wosinska and Alex de Mora, we challenged the stereotypes of riders from adrenaline junkies into clarity-seeking, spiritual beings. Together, the two pieces paint a revolutionary and modern portrait of motorcycles and their culture.
D&AD Wooden Pencil 2020
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