current work
The American workplace is the last frontier for good design. Millions of soul-numbingly bland corporate cubicles and offices are crying out for a touch of visual interest. A need that client OfficeMax is about to address with a new range of funky office products.
The idea here was to create a visual representation of this idea. And literally inspire people to beautify their workspaces.
Life is beautiful. Work can be too. That was our way of looking at it.
We recommended a national cinema buy for the launch of the "Life is Beautiful" campaign for two fundamental reasons. First and foremost, research shows that our target is an avid moviegoer (attends 2-3 movies per month).
Second, and equally important, is the viewing environment and impact that cinema provided. The "Life Is Beautiful" message is, in itself, a very big idea. As such, we needed a way to launch the campaign that delivered that message on an equally grand scale. The experience of seeing the spot on such a large scale, and hearing the audio track in full surround sound, delivered our message of beauty and inspiration in a way that no other medium can match.