Mixtape.
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Jonathan Rosen.
Creative Director.
Copywriter.
Art Director.
Artist.

S’WELL 

Hydration Magic

The downside to S’well’s rapid rise was cheaper knock-offs of their bottle had flooded the market. With no way to stop the counterfeits, S’well asked us to help make their brand bigger than just the bottle. We created S’well’s first-ever brand film to help elevate them from a sports bottle to high-end fashion accessory brand. After the film launched S’well beat their Black Friday sales from the year before and then remarkably again every day through Christmas.

ROLE: Creative Director, Concept
AGENCY: Derby Content
S’WELL

We Are All Made Of Stars

For S’well’s second brand film we wanted to take their luxury aesthetics up a notch, while also making a stronger connection between the brand, the bottle and the oceans they are helping to protect. We married high-fashion, sultry music and the magic of one of Earth’s natural wonders to elevate this green brand to a high-fashion lust-worthy accessory.

ROLE: Creative Director, Concept
AGENCY: Derby Content
REFINERY29 | BLOOMINGDALES | DAILY HARVEST

Interactive Mirror Art Activation

A darling of brand activations, art critics and selfie lovers, this is a great example of how my art and advertising careers have been colliding. Participants see rapidly flashing text (synced to the shutter speed of a camera phone) over their reflection. Then only when a user takes a photo will they discover one of thousand phrases (often confronting and inspiring) paired with their likeness. I like to think that this mirror has the power to make us all a little more self(ie)-aware.

ROLE:  Artist, Creative Director
AGENCY:  Wallplay
BOAG’S  DRAUGHT

The Great Tasmanian Pipeline

For years Tasmania’s popular Boags beer was only available by the bottle in Mainland Australia. With a soon-to-be rollout of it’s “on tap” draught beer, we were tasked to generate excitement and PR through a teaser launch campaign. The heart of the multi-channel idea was the fabrication of a massive green pipeline stretching across the Bass Strait bringing Boags directly into pubs across Australia.

ROLE: Concept, Writer
AGENCY: Publicis Mojo | Sydney
AWARDS: D&AD integrated, D&AD ambient, London International Gold, One Show, New York Festivals World Bronze, AWARD Bronze
CASE STUDY
DIESEL

Diesel Underwear

In this viral campaign we took Diesel’s long-standing and ironic brand line, FOR SUCCESSFUL LIVING, and simply applied it to underwear. Poking fun at the notion that underwear is just for being sexy, these films suggest some other instances that are appropriate to wear them. The videos received over 2 Million views in the early days of YouTube.

ROLE: Creative Director, Concept, Film Director
AGENCY: Lucky Branded Entertainment 
PIPES
PICKLES
SELF-PLEASURE
COUCH
DRAW
SPEEDO

After Practice

Speedo hired us to create video content using their superstar swimmers (Michael Phelps, Ryan Lochte, et al.) to help support their big website relaunch. By design we made the videos feel as if the swimmers shot themselves goofing around after swim practice. Then before Speedo released them, the swimmers intentionally leaked the videos to their massive social media followings.

ROLE: Concept, Creative Director, Film Director
AGENCY: Lucky Branded Entertainment 
BOAT RACE
CANNONBALL
RESISTANCE
STARBUCKS FRAPPUCCINO

Express Your Love

BBDO enlisted us to help relaunch Starbucks’ trademark Frappuccino beverage and new “however-you-want-it” offering. An integrated campaign based on Frapp’s fanatical fanbase went on to become one of Starbucks most successful campaigns ever, while also increasing Frapp’s Facebook followers from 1.4 Million to 3.3 Million in just three months.

ROLE:  Writer, Concept
AGENCY:  BBDO & Lucky Branded Entertainment 
TV
NIKE+

The Human Race

R/GA tapped us to make video and social content to support their site/app redesign for the next rendition of the Nike+ Human Race. For an event that claims to be open to everyone, we took a humorous approach by giving voice to the “non-humans” who were indeed excluded from the race.

ROLE: Creative Director, Concept, Film Director
AGENCY: Lucky Branded Entertainment & R/GA
SEAL & SQUIRREL
PANDA & CAT
DOG & RAT
TURTLE & GOAT
PENQUIN & FROG
TEACH FOR AMERICA

Teacher Turnaround 

Teach For America wanted an online educational series that could help teachers with their troubled classrooms. What started as tutorials seen by few, became a drama-packed, docu-reality TV pilot with the potential for a wider audience. Over a few months, we documented a young teacher to see if she could take back her classroom from 23 adorable trouble-makers.

ROLE: Creative Director, Writer, Film Director
AGENCY: Lucky Branded Entertainment
TRAILER
GOOGLE

Demo Slams

Google Creative Lab asked us to create 10 videos for Google’s Demo Slam, an instructional series demonstrating inventive and entertaining uses of Google’s technologies and features.

ROLE: Creative Director, Writer, Film Director
AGENCY: Lucky Branded Entertainment & Google Creative Lab
KUNG FU
POLE VAULTER
WEIGHTLIFTER
PSYCHIC
CHASE BANK

Love the Double

When your everyday credit card purchases bring you double rewards, you might just become smitten with them. This simple insight led to these :15 second reminders from Chase to always ‘Love the Double’.

ROLE: Art Director
AGENCY: Mcgarrybowen
POTATOES
DETERGENT
PHOTOBOOTH
CHECK
MEDLEY
TOYOTA CAMRY

Every Bit Brilliant

Toyota Camry is renowned for being a reliable all-around great car with no real point of difference. It truly is the sum of its parts that make it a brilliant package. It’s every bit brilliant.

ROLE: Associate Creative Director, Writer
AGENCY: Publicis Mojo
AWARDS: New York Festivals World Gold and 3 finalists, London International Awards Bronze, AWARD 4 Bronze, Lurzer’s Archive
TV
COOL CAPITALS

The Husband Collector

Cool Capitals, a group of five European cities, wanted to increase tourism interest from the USA. To show off the cities in a unique way, we created a viral campaign dressed as a sensationalized news story about a female polygamist who was caught having five husbands in each of the cities.

ROLE: Creative Director, Concept, Film Director
AGENCY: Lucky Branded Entertainment & Studio Lekker
ANCESTORY.com

Everyone Has A Story.

We won the Ancestory.com account on the creative insight that people’s character traits are formed and passed on by their ancestor’s lives and stories.

ROLE: Concept, Creative Director, Art Director
AGENCY: Pers Inc. | SF
ROBERT
GLADYS
JANE
AUTISM AWARENESS

The Green Star

Disguised as a science-fiction short, this film was created to help educate and spread awareness of this ever-increasing and often misunderstood condition. The film was shown at Autism conferences, informational sites and film festivals.

ROLE: Writer, Film Director
AGENCY: Lucky Branded Entertainment
GORE-TEX

Gore-Tex Testing  Lab

Gore-Tex fabrics are used in the clothing and shoes of most leading athletic brands, but it remains anonymous to many mainstream consumers. This print and OOH campaign was designed to educate and shed light on Gore-tex’s extremely rigorous product testing to encourage consumers to choose products that only have Gore-Tex inside.

ROLE: Concept, Writer, Art Director
AGENCY: Wieden+Kennedy | Amsterdam
CRUNCH GYMS

Virgin Equipment

Crunch Gyms were expanding rapidly nationwide and needed a print and OOH campaign that each location could use. We came up with a simple yet provocative campaign to entice people into being charter members.

ROLE: Concept, Writer, Art Director
AGENCY: DiMassimo | New York
AUSTRALIAN PARALYMPICS x WESTPAC

Fundraising For Athens

Paralympics is often the forgotten undercard to the Olympics and this is no truer when it comes to funding – as the Australian Paralympics team needed to raise $2 million dollars to be able to compete. These inspiring athletes did not want us to feel sorry for them and in fact encouraged us to use humor at their expense to show off their outgoing personalities. Their instincts were right and the campaign raised well over our goal.

ROLE:  Writer, Concept
AGENCY: Saatchi & Saatchi, Sydney
LAUNCH FILM
HAIRCUTS
BINGO
BUSKER
GORE-TEX  (RETAIL)

Happy Feet

Let’s face it, we all put our feet through hell for the sake of fashion. Gore-Tex which is mainly known for it’s outdoor and athletic applications, happens to be also great for everyday work life. This simple approach is a playful reminder that Gore-Tex in your shoes will keep your feet happy.

ROLE: Writer, Concept
AGENCY: Wieden+Kennedy | Amsterdam
NEW YORK TIMES

Never Stop Asking

This campaign I’m really proud of, unfortunately it was pulled at the 11th hour because it was feared to be too confrontational. While it was created a decade ago, it’s message might be even more relevant today.

ROLE: Concept, Art Direction
AGENCY: FCB | NY
UNICEF

Travel Postcards

UNICEF needed to attract new Global Parents (monthly donors). After being accosted by those annoying “charity sidewalk-stalkers” one too many times, we came up with the idea to let our existing GPs be our evangelists. The thinking was that a friend or family has more influence than a stranger with a clipboard. These faux-travel postcards were sent to our GPs and they personally passed them to their inner circle – And six months later a 14% rise in GPs.

ROLE: Concept, Execution
AGENCY: 360 | Sydney
PIAZZA D’ORO COFFEE

Exceptionally Bad Days

This café-only coffee brand had been masquerading their faux-Italian heritage for years and lacked any real marketplace presence. Through interviewing baristas we discovered their only ownable point of difference was their coffee was remarkably consistent compared to their more authentic and arguably better coffee competitors. From there we landed on the concept that its exceptional coffee, no matter the circumstances. 

ROLE: Concept, Art Director
AGENCY: North & South, Sydney
AUSTRALIAN GOV | DEPT OF HEALTH

Come Out and Play

With the children of Australia only behind the USA in obesity, this print/OOH  campaign was designed to combat TV / video games to inspire parents to get their kids off the couch and do something active outside.

ROLE: Concept, Art Direction
AGENCY: Loud Sydney
PABST BLUE RIBBON

The Anti-Microbrew

The campaign was pitched with the Martin Agency to help revitalize this blue-collar beer brand. The strategy was to stay true to the brand equity by being the antithesis to the metrosexual, small batch microbrew.

ROLE: Concept, Art Direction
AGENCY: Martin Agency | Richmond