Fall in love with the problem, not the solution
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Fall in love with the problem, not the solution 〰️
Discernment isn’t knowing the difference between right and wrong. It’s knowing the difference between right and almost right.
My approach to strategy is grounded in identifying the rightest problem to solve for, the rightest truths to tell.
That usually involves a lot of listening. To the signals, while tuning out the noise. And simplifying. To the most single-minded and honest expression.
After all, we were born with two ears and one mouth.
mens wearhouse: what do i wear to this thing?
How does your dad’s suit store shake a new generation of guys out of their narrow, dated perceptions of the brand and get more of them into the store more often, for more occasions than just weddings and prom?
By speaking to regular guys—the ones sweating through their button-downs, overthinking dress codes, or just trying to get it right. The ones who stare into their closet thinking, “What the fck do I wear to this fcking thing?”* Men’s Wearhouse is the solution for that. la clippers:
La our way
In the words of coach Doc Rivers, “this feels like a movement.” To live up to that promise, and draw a contrast to the city’s glitzier NBA franchise, L.A. Our Way celebrates a radically inclusive movement, built on civic pride, a pure love of basketball, and the resilient spirit of the city itself.
It takes inspiration from the hard-fought and harder-won progress L.A. creates every day and highlights the Clippers’ influence in culture, connection to the community, and grit on the courtpokemon:
super bowL 20th
Imagine a world where anyone - at any age - can be a master. That’s Pokémon: a game that empowers adults and kids alike to be their best.
With the global franchise's 20th anniversary on the horizon we needed to kick off a year of celebration by getting every fan excited, including the ones who started it all. With 400 million impressions, 30 million views, and voted the YouTube ad of the Super Bowl and one of CBS’s Top 10 Super Bowl spot of all time, it was a fan favorite.whole foods:
love local
"Love Local" addressed the growing concern of many Whole Foods shoppers that the company was becoming a goliath; a more expensive version of the national grocery chains it once railed against.
After spending time in the field with Whole Foods foragers, and seeing firsthand how personal their relationships were with local suppliers, it became clear that this was a love story. We just had to shine a light on the real family farmers, craft producers, and small businesses behind the products on the shelves.liquid death:
greatest hates
Liquid Death gets a lot of hate mail from some pretty conservative corners of the hate-verse. So we took those voices and wrote a death metal album to them.
When the first volume sold out, we made a second. Set to that classic punk sound of yesteryear, featuring musicians from bands like The Lawrence Arms, Rise Against, Alkaline Trio, The Bombpops, and Anti-Flag. Both albums are entirely too real and can be found on Liquid Death’s webshop for purchase on vinyl.
pabst blue ribbon:
the tallest boy
For PBR’s 175th anniversary we were tasked with creating a bunch of fun projects to keep Pabst’s name in the social conversation.
PBR is known for tallboys, so we made the biggest can out there. 175 ounces for 175 years. Besides becoming a cult hit for PBR fans, it outperformed any social initiative they’ve done by 20x.
hardee’s:
biscuit holes
Sometimes, you don’t need a brief. It just writes itself.hormel:
vote bacon dog
Let's face it -- elections are painful. Audiences have to endure the never-ending mudslinging, rhetoric, and perhaps worst of all, political advertising.
So we added some levity to the occasion with a tongue-in-cheek campaign to name the Bacon Wrapped Hot Dog the Official Hot Dog of Los Angeles. Using mock-political propaganda, and matching each online "vote" with a donation to local food banks, we put Farmer John in the center of the election conversation.
zevia:
not for bots
How does a soda brand with nothing artificial compete in a category built on it?
By reminding people that soda without fake anything might be confusing to machines—but it makes perfect sense to humans.
Zevia offers an alternative that contains no artificial ingredients or artificial sweeteners. Only the good stuff that your soda-loving body deserves, none of the chemicals and artificial ingredients from Big Soda that work eerily well at removing rust and corrosion from machine parts.
the north face:
she moves mountains
#SheMovesMountains challenged the outdated norms of the explorer as a man on a mountaintop to inspire a new generation of women with aspirational yet relatable stories of powerful female role models moving their own mountains.
It made exploration more inclusive by bringing the brand’s purpose to life for women, and more accessible by expanding the definition beyond the mountain.