Project Re:Brief involved taking classic ads from the height of the television age and bringing their original creators out of retirement to re-imagine them for today's digital world. This took a ridiculous amount of people to pull off (from the freelance team who added the germ of a brilliant idea onto a slide in a huge deck, to our team of JL creatives who recognized its power and gave up their nights and weekends for a year to bring it to life, to mention the original ad-makers and our Google client, who were board for the adventure every step of the way). So we enlisted Emmy award-winning documentary filmmaker Doug Pray (Director of Art & Copy) to film the entire thing.
Project Re:Brief
Above: Trailer: Project Re:Brief
Below: The full film
Although a large number of us worked on the full idea, different teams split up to when it came down to executing the reimagined ads themselves. My partner and I (along with a senior team at the time) primarily focused on Coca Cola and Volvo, which you’ll see below.
Project Re:Brief, Coca-Cola
Harvey Gabor's original “Hilltop” ad imagined a world brought together by the sharing of a Coca-Cola. Forty years later, we worked with him to turn that dream into reality. Watch both below as well as behind the scenes. (Fun fact: Every year since this project (until his death), Harvey sent us hand-drawn Christmas cards. He really walked the walk when it came to spreading good cheer.
Original Hilltop ad
Re-imagined for mobile
Behind the scenes with the OG
Project Re:Brief, Volvo
Amil Gargano wanted everyone in America to test Volvo's durability when he told the country they could "Drive it (a Volvo) like they hate it." So we found a guy who's been doing that his whole life - to the tune of nearly 3 million miles worth of memories.
Original ad
Demo of reimagined tablet ad, for which we down the east coast with Irv shooting multiple films.
Behind the scenes with the OG
Role: Copywriter