GLASS FIRST
Glass First is the belief that every production stems from the moment a lens is selected.
To celebrate its 100 millionth EF lens, Canon wanted to highlight the quality and craftsmanship of its entire line of lenses. So we created a place where professional photographers and filmmakers can explore the extensive roster of Canon lenses. Each product description specifies how, when, and why certain glass delivers the perfect touch in different situations.
RAISE YOUR GLASS
Our next move was to make a consumer friendly version. Raise Your Glass helps amature photographers understand how the right lens can capture life’s celebrations in a way smartphones never could.
A magnificent pet is a sign of good health. And it all starts with nutrition.
But a healthy diet means something different for each breed, due to their unique needs. That’s why Royal Canin makes a wide range of tailor-made formulas, to give each cat and dog precise nutritional care.
Across various mediums, we showed pet owners, breeders, and veterinarians how nourishing breed-specific needs can help purebreds become their magnificent best.
QDOBA Mexican Eats is making the world a more flavorful place. And as a brand that lives and breathes flavor, QDOBA recognizes this same quality in others. So we helped them launch a campaign that celebrates people who are doing their thing in their own flavorful way.
From maximalist designers to playful potters, we sought out creators who bring their own iconic flair to everything they do. Then we sat down with them for a little Q&A and surprised them with a custom meal, featuring QDOBA’s latest toppings.
In each interview, our ambassadors dished invaluable insights about what makes their world flavorful, how to find and embrace your own style, and the importance of self-expression. We also captured their genuine reactions to QDOBA’s new flavors. Spoiler alert: minds were blown.
Through this branding refresh and series of product launches (featured across POP, digital, social, radio, and more), we helped QDOBA expand the way they talk about flavor while keeping crave-inducing messaging top-of-mind.
Agency: thelab
Art Director: Benny Ventura
The ingredients in Breyers are so simple, even kids can understand them. So we gave a bunch of kids some ice cream, then asked them what makes Breyers Natural Vanilla so good.
PRINT LIKE A BOSS
Canon imageCLASS printers are designed to do one thing: Print. Like a boss.
But printers are boring. And ours is overpriced. How are we supposed to get business owners to even look at us?
We introduced The Boss—a suave mustachioed businessman with a hardworking printer sidekick and an eye for retro suits.
He was only supposed to star in one banner ad. But with a face like that, we figured The Boss deserved his own montage. Then we featured him in some trade magazines.
These printers sold like crazy. A little too crazy. In fact, Canon had to extend this campaign across a wider line of products, due to the cannibalization of sales. Oops.
These days, The Boss lives on. He travels the country at trade shows. He’s got his own swag. They even made a Lady Boss and a Live-action Boss (I’m kind of jealous I didn’t get to make these).
And most importantly, we helped small business owners print like the bosses they are.
