Kyle Arango • Executive Creative Director

For the first sportsbook spot to air during Super Bowl LVI, DraftKings introduced a new character, Fortune. She is the manifestation of the bettor’s mindset: that life’s a gamble, so make a play. And to show Fortune was more than just talk, we had her live her truth by depositing $1Million into several lucky accounts. Only catch, they had to bet it all on the Super Bowl or kiss it goodbye. Some lost it all. Others tripled the million. They all felt the rush of laying something on the line.

Campaign Results: the largest number of first time depositors in the company’s history as well as a 40 point lift in brand favorability among the core audience.

Role: Group Creative Director
Director: Doug Liman
Cinematographer: Janusz Kaminski
Production: Independent Media
Chief Creative Officer: Rob Lenois
CDs, Kevin Kearse, Nick Novich, Kyle Janisch
ACDs: Bobby Glennon, John Spinnenwebber
Producer: Lauren Dinsdale

When Vanderpump Rules star, Tom Sandoval said his reason for cheating on long time girlfriend Ariana Madix was because “he’s the one who makes sure there are pens and batteries in the drawer”— Duracell seized the moment. What started as a community management post turned into a viral video that broke the Internet. Filled with subtle shade and Easter eggs, we created an ad that felt more like a juicy bit drama and completely won over a whole new audience. Launched on Duracell’s and Ariana’s TikToK as well as OTT during The Reunion Show — it has garnered over 10 billion impressions and over 200% lift in Amazon sales. It became a major news story being picked everywhere from Entertainment Weekly and Access Hollywood to being AdAge’s #1 brand to watch and #1 Celebrity Brand Partnership of 2023. People started making content about our content. And the craziest part: look at the number of comments where people say from now on they are only buying Duracell for life. The work also became the key factor for VaynerMedia being named #9 in AdAge’s A-List and was Shortlisted at Cannes

Role: Group Creative Director
ACDs: Kevin O’Connell, Luke Ulery
PCS: Grace Lougheed
Director: Nema Vand
Chief Production Officer: Maya Brewster-Dorian
Production: Eva Nosidam

For Fanatics biggest give back day of the year we didn’t set out just to capture the event or put out a press kit, we wanted to drop a culture bomb. Teaming up with Lil Baby and the host of celebrities taking part in the day, we created a custom track and music video and dropped it like any other single—making it the number one trending music video and garnering tons of press outside the advertising industry. Not to mention raising Fanatic’s brand sentiment over 700% in a single day.

Role: Group Creative Director
Director: Reel Goats
ACDS: Bobby Glennon, John Spinnenwebber
Producer: Karla Marcias
Chief Production Officer: Maya Brewster-Dorian
Head of Music: Mike Boyd
Production: Eva Nosidam

With the best livery placement in all of Formula 1, we launched a National TV campaign to announce Duracell’s partnership with F1 team, Williams Racing.

Featured in Little Black Book and Ads of the World

Role: Group Creative Director
ACDs: Kevin O’Connell, Luke Ulrey
Producer: Sam Reinstein
Head of Production: Bruce Andreini
Production: Los York
Director: Ergin Kuke

The latest holiday work for our multiyear campaign featuring Kevin Hart. As the hardest working comedian in the biz, the campaign positioned Chase Freedom as the card that makes your money work as hard as you do—earning you cash back everywhere you go. Created through IAT with Droga5. Campaign. Social. OLV.

Role: Group Creative Director
CDs: Andrew Siegel, Jordan Chlapecka
Production: Caviar

As DraftKings’ AOR, we looked for opportunities to break through culture. Identifying three up-and-coming hip hop artists, we gave them creative license to create a real track simply about the bettor’s mindset. With each receiving millions of views and plays inside NBA arenas, Fresco Trey’s song blew up even further after organically being selected for EA Sports NBA 2K22 Official Soundtrack—a platform with over 2Mil daily users.

Role: Group Creative Director
Directed by Reel Goats, Logan Meis
Chief Production Officer: Maya Brewster-Dorian
Head of Music: Mike Boyd
Executive Producer: Mat Hollis

National TV campaign to launch DraftKings new NFT-based fantasy football product, ReignMakers.

Role: Group Creative Director
ECD: Mike Pierantozzi
CDs, Kyle Janisch, Nick Novich & Jeff Scardino
Director: Guy Shelmerdine
Production: Smuggler

What started as tweet became a means to breakthrough with one of sports betting fastest growing audiences: tennis fans So ahead of the US Open, we launched a fragrance that smelled like a can of freshly opened tennis balls that users could win by signing up for DK. TVC. Social. OOH. Experiential.

Role: Group Creative Director
ECD: Mike Pierantozzi
CDs: Kyle Janisch, Nick Novich
ACDs: Bobby Glennon, John Spinnenwebber
Director: Jared Lapidus
Production: Eva Nosidam

National TV, outdoor and print campaign featuring the luminaries who have come through this amazing institution. 

Multiyear campaign featuring the Property Brothers and built off the insights of today’s buying market.

Role: Group Creative Director
ACDs: Lauren Bolger; Caitlin Kean
Director: Brig White
Production: Tool
Producer: Paul Rubin

In 2022, bad weather and inflation concerns created a very late start for the spring lawn & garden season—SMG’s most important sales period. We needed to come out with a strong urgency message that got consumers to realize that now is the time to get your lawn and garden prepped before summer is in full swing. Knowing we needed something jolting and disruptive, we moved away from the category standard approach to create a strikingly austere message that made it impossible not to take notice. Running on primetime, including during the NBA finals, the launch of the campaign resulted in back-to-back weekends of the highest sales in the company’s history.

Broadcast. OTT. OOH. Digital. Social.

Role: Group Creative Director
ECD: Mike Pierantozzi
ACDs: Filipe Medici, Otavio Barbon, Molly Johnson, Evan Elberson
Agency Producer: Joey Joseph
Production: Nice Shoes

There is a Christmas Day tradition of betting all of the Unders bets on the NBA (historically it hits 70% of the time). Playing on this and the insights of bettor’s ‘riding with the squad’ mentality and their love of lucky tokens, we created Lucky Unders-wear. Holiday & betting themed boxer briefs that came with a special betting bonus for those placing Unders bets. Merch design. OLV. OOH. Social. Digital.

Role: Group Creative Director
CDs: Andrew Siegel; Jordan Chlapecka
ACDs: John Spinnenwebber; Bobby Glennon
Creator: Victor Baltazar
Producer: Paul Rubin
Production: Eva Nosidam

Working with O-I, the largest producer of glass packaging, we partnered with an up-and-coming country singer to create a song and music video that plays up the heritage and nostalgia of glass. The video became a massive TikTok hit, and propelled Chase to debut on the Billboard Charts.

Role: Group Creative Director
CD: Lauren Bolger
Director: Logan Mies
Chief Production Officer: Maya Brewster Dorian
Producer: Sal DelGiudice
Production: Eva Nosidam

Branding and campaign work for the UCLA Bruins including a national spot that featured alums like Kareem Abdul-Jabbar and Reggie Miller playing a pickup game throughout the city of LA. TV. Campaign. Collateral.

For WeWork’s very first brand spot, we answered the question on almost every office worker’s mind, ‘How is back to work going to work?’ Including a special rendition of Little Orphan Annie’s, Tomorrow. National TV. Social. Digital.

Results:

10% Global sales increase

400% ABM KPIs

15% Raised brand recognition, likability from previews Quarters.

Role: Group Creative Director
CCO: Rob Lenois
ACDs: Jamie Shin; Evan Elberson
Production: Catch & Release and VPro

With the weight and restrictions of the global pandemic still on everyone’s mind, Sonic brought some much needed levity to a New Year’s Eve tradition.

Results:

$0 dollar production budget, no paid support, the work performed +266% above benchmark with over 50K views on one NYE where attention is at a premium.

Role: Group Creative Director

ACDs: Allison Navon; Jess Lomasson

AD: Alex Bohner

CW: Dylan Guy

Creators: Shelly Sampson; Joseph Kim

Just days away from being drafted as a top QB in the NFL, we partnered with Desmond Ridder and QB coach Jordan Palmer to take it back to where every athlete gets their start—the backyard. OLV. Social.

Role: Group Creative Director
ECD: Mike Pierantozzi
ACDs: Molly Johnson; Evan Elberson
Director: George Mays
Director of Production: Bruce Andrieni
Producer: Stephen Sislen
Editor: Victor Baltazar
Production: Eva Nosidam

Talking about money is one of the last remaining taboos for couples these days. But when it comes to buying a home together, being transparent about their finances is absolutely critical. So we created a game show that encouraged first-time homebuying couples to get “Financially Naked” with each other. Hosted by Million Dollar Listing star, Ryan Serhant.

Role: Creative Director

SR. CW: Jess Lomasson

SR. AD: Allison Navon

Producer: Chloe Heller

Director: Carrie Stet

Production: VPro

Social campaign for O-I (the world’s largest manufacturer of glass packaging) during Super Bowl LVI. Stoking nostalgia and reinforcing the need for glass packaged products that are essential for your Super Bowl spread, the audience was invited to pick the winner before the ‘Bottle Brawl’ was live streamed on TikTok and FB Live, with winners receiving the ultimate Super Bowl spread delivered via Instacart.

Role: Group Creative Director
GCD: Manny Galan
CD: Lauren Bolger
Production: Make Visual

Nature is great. Until it isn’t. National TVC for Orthro.

Role: Group Creative Director
ECD: Mike Pierantozzi
CD: Tim Clarke
ACDs: Ben Schneider, Zues Alvarez

A multi-city global launch event to celebrate HP's rebirth as a totally new company. Digital. Campaign. Social. Experiential. Events. Game design. Packaging. 

Complete rebranding of the AMG Driving Academy. Identity. Campaign. Packaging. Collateral. Digital.

Angels Baseball was launching its new premium seating section and needed to fully brand the experience. Knowing SoCal is not so much a sports town as it is an events town, we created a brand that resonated with “seen-sters.” Naming. Identity. Branding. Campaign. Collateral. Environmental. 

The US Open is a two week summer spectacle—with storylines unfolding at every turn—so we marketed like the summer blockbuster that it is. Campaign. In-stadium. Social. 

Audi was looking to increase its number of test-drives. Instead of enticing more potential customers to the dealership, we designed a program that brings the showroom to the customer. We created “Audi In-Haus.” This program allowed participants to host an event at their homes—featuring a full lineup of cars to test-drive in a private, customized experience.  Campaign. Collateral. Digital.

As the official sponsor of the Canelo vs. Chavez fight— the first all-Mexican showdown that fans have been clamoring for years—Tecate was looking to create a digitally driven campaign that tapped into the spirit of the event and gave proud Latinos a new moniker to rally around. Campaign. Digital. Social. Experiential.