Andrew Wind, Copywriter + CD

07/30/2019

THE BRIEF: My friend Brandon was Kimora's asst/biz manager and also on the show. Style Network was promoting it in the usual ways, but Brandon asked if I had any ideas for how to promote it beyond billboards and interstitials. Totally off the books. Fun creative exercise as a favor to a friend.

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THE SOLUTION: So, if you've ever met Kimora — or, hell, even if you just read People Magazine — you know she's rich AF and all about the fancy fance. This is literally why the people who love her love her. They like to imagine themselves in her situation, so these concepts elevated ordinary, everyday things to Kimora's stratospheric level. At the time, I didn't know who the show sponsors were yet, but I proposed to Brandon that they use advertiser's premium products in the way I have to deepen the relationship.

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THE TEAM: I was solo on this one, so I comped them up

07/30/2019

THE BRIEF: Langham Hotels had successfully reestablished itself as one of London's grandest hotels when they received an extraordinary honor: Afternoon Tea Service of the Year. While the honor never goes unnoticed, the brand team wanted to commemorate and publicize the Langham's triumphant return to its former glory. The ask was a series of tightrope acts: Create a commemorative book about tea that dovetails with the current fairytale campaign. The content must be instructional but also entertaining. Use iconic cultural references, but nothing that requires licensing.

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THE SOLUTION: The story I created was about a little girl who's staying in the Langham while her parents are in London on business. It's her birthday, so she's having a tea party with her favorite dolls — all familiar fairytale characters. Each of them gets a colorful prologue or epilogue which in some way relates to tea (think of Wicked as it relates to The Wizard of Oz). For Captain Hook, we learn about his pre-pirate days as a tea trader between Macau and Holland. For the Mad Hatter, we learn how to prepare tea when the rabbit is late for their very important date. From Cinderella, tea etiquette is spelled out as she learns it on her first day of being a princess. And from Rapunzel, the story turns to the classic foods served at afternoon tea and why they're presented on towers.

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THE TEAM: Alex Delgado art directed beautifully.

07/25/2019

I caved to the pressure:

AndrewWind.com

07/21/2019

THE BRIEF: A fully blown-out campaign for the new LG V30, which is essentially like every other smartphone (aren't they all pretty much the same now?) except it has a gloriously large OLED display. Also, we were only given a few hours for the entire assignment — concept to ex*****on to presentation. Seriously, we were briefed in the afternoon and it had to be delivered by EOD.

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THE SOLUTION: We dropped everything else, concepted and managed to turn out a fully integrated campaign in a flash. Is it winning at Cannes? No. But it is a perfect illustration for how my team and I delivered under pressure, which, if I'm being honest, was most of the time.

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ART DIRECTOR: Jaemin Kim

07/18/2019

THE BRIEF: OLED technology is the endpoint of innovation. It is perfect. There is no richer black reproduction, no bolder contrast, no nothing at all superior to OLED technology. And, for all practical purposes, only LG can make it. Yet the premium television category is saturated with not only countless models, but TONS of disruptive marketing which other brands use to confuse consumers. We were told to cut through that using a premium voice that didn't shout at consumers.

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THE SOLUTION: To metaphorically convey the idea that LG OLED is a small but brilliant space in a sea of inferior technology, this brand campaign shows a tiny frame of visual interest engulfed by large, mundane scenery.

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ART DIRECTOR: Jana Folmert + myself

07/17/2019

PRINT

THE BRIEF: In 2015, most portable Bluetooth speakers we essentially the same, save their audio quality. LG Music Flow though had good sound and one special feature: Two-speaker stereo play. There were others that could pair multiple devices, but right- and left-channel stereo play was uniquely LG.

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THE SOLUTION: If the right and left speaker each play something different and complementary, the print should say it up front. These did. This was aiming for a younger, hipper target, so the images were meant to evoke a sense of gathering and being social, while the headline treatment was meant to add a telegraphic, wholesome Elvis beach party movie poster nostalgia or 1960s go-go feeling.

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WRITERS: Marci Limpert + Myself
ART DIRECTOR: Jana Folmert + Myself

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NOTE: These print pieces/adlobs were created to sell through the campaign, and succeeded. The budget was ultimately cut and they went straight to the "Portfolio" folder.

07/16/2019

PRINT

THE BRIEF: The LG SIGNATURE collection of appliances and electronics is the true height of innovation. No joke. It is truly exquisite. The refrigerator alone makes me want to renovate my kitchen. Yet few people know about it. This project was LG stepping boldly into an ultra-premium category it had never played in before, so we had to craft a whole new voice and story.

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THE SOLUTION: LG SIGNATURE refrigerators, air purifiers, televisions and the rest of it are more than just pretty. They're workhorses. Wouldn't it be nice if everything in life worked so beautifully? And that became the campaign.

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ART DIRECTOR: Sara Khadar + Jana Folmert

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NOTE: In the end, the work from HS Ad Korea (which was already produced) prevailed and was translated. But this was the campaign we poured our hearts into and pitched.

07/16/2019

THE BRIEF: In order to get floor space with retailers, LG had to first show that consumers were interested in the LG Styler. Because you're curious, the Styler is a high tech clothing locker that steams your clothes to remove odors and wrinkles. The strategy team learned that the Styler is popular in South Korea, so Korean expats and Korean Americans were microtargeted. That meant Korean publications, websites and — most importantly — Korean shopping malls. Tactics were wide open, but had to include print and some kind of activation.

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THE SOLUTION: Using nothing more than water, the Styler miraculously removes odors from clothes, so they smell like, well, nothing. We proposed placing fragrance ladies and men in Korean malls armed with bottles of distilled water masquerading as perfume to dazzle shoppers with the amazing fragrance of pure, perfect nothing.

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ART DIRECTOR: Melissa Gonzalez and myself