After reading the Young Lions brief, we knew we wanted to create a campaign that would truly make an impact if implemented. The campaign won Silver in the 2017 U.S. Young Lions competition.
Challenge: The equipment that gives premature babies the best survival rate is so expensive that even the best U.S. hospitals are challenged to find funding for it.
Idea: Partner with Netflix to create a donate-to-watch stream of the new season of a Netflix original series before its much-anticipated release date.
Art Direction by Courtney Lacy
Tennessee Tourism / Beauty For More To See
Challenge: Americans spend billions traveling the country to witness the changing fall foliage. And the state of Tennessee is home to some of the best fall colors. But we realized there are 13 million Americans who have never seen them because they are colorblind.
Idea: What if Tennessee could be the place they view these incredible fall colors for the first time? So we created the Colorblindless Viewer — the only scenic viewer that helps colorblind people see fall’s true colors. These viewers were designed with special lenses that alleviate red-green color deficiency and installed at Tennessee’s best lookouts.
The 3% Conference is an organization that champions female talent and leadership by raising awareness that just 3 percent of creative directors are women.
Challenge: To encourage men to fight the fight alongside their female counterparts.
Idea: We created an ad that spoke directly to the men and called out the importance of their continued efforts.
Art Direction by Jen Farquharson
VML New Employee Welcome Kit
Challenge: Create a one-of-a-kind welcome experience for all new hires.
Idea: Start welcoming the new hire before they even arrive, so he or she feels like a VMLer immediately.
The warm welcome starts a send-ahead keychain and personalized note from VML's president. When they arrive for their first day, they're presented with a custom roll case — a roll case that shows who VML is, what's important and how to get involved, which allows the new employee to feel a part of the agency immediately.
Challenge: To increase signup for Rockhurst's Executive MBA program.
Idea: Create a landing page that's both visually appealing and sign-up driven. By placing CTAs throughout the page, we're encouraging people to learn more, sign up for an informational session or apply to the program.
Art Direction by Matt Urlaub
Tennessee Tourism / Kelsea Ballerini
Challenge: Attract more millennial tourists to Tennessee.
Idea: We brought Kelsea Ballerini, a chart-topping country singer, back to her hometown of Knoxville to play a free concert at her high school right after her latest single "High School" was released. The only way in was through Snapchat.
Art Direction by Sydney Schulz
Challenge: Show our target that our Black Stainless Steel appliance work in any home by partnering with an influencer.
Idea: We partnered with Anna Leisemeyer of In Honor of Design to create an online video showcasing how her smudge-proof kitchen appliances make her life easier as a family of seven.
Frigidaire Your House Rules
At the end of VML's summer internship, the interns are broken into two teams to compete against one another in a client pitch. The process lasts two weeks.
Challenge: Leverage a network of influencers to encourage, engage and expose high-performance living.
Idea: Launch a new social identity using personal trainers from Equinox as influencers. The new approach used four different social categories for platform posts and promoted a new campaign called #OwnYourWorld. This campaign encouraged fitness club members to share how the Equinox lifestyle prepared them for everyday life (travel, work, etc.). We presented our idea to the Executive Leadership Team at VML and the Equinox client. We won the pitch.