WORK

To promote the initiative online, we created a flight of custom media units using the key images from the shoot. The media units appeared on VICE and AdVICE network sites, throughout the month of July, reaching over 50 Million unique visitors around the world.

Key still imagery was pulled from "lead" models dressed in hero looks supplied by adidas and styled by VIRTUE. The remaining models went through multiple outfit changes re-appearing in different shots. The resulting images were used to create print ads that ran in the July 2011 issue of VICE magazine.

Using cameras equipped with anamorphic cinescope lenses, we filmed a series of suggestive, with hints of daring and fun, scenes featuring models cast by director, Gordon Hull. Using the natural setting and mood of the Crystal Cave the result was a dramatic 1 minute and 50 second visual presentation of the adidas 2011 Blue Collection.

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The video petition featured a full length documentary focused on the delicate relationship between Voodoo and modern medicine that is currently being cultivated in Benin. Ancient healers are now working with the health ministry to persuade the people to have their children vaccinated, but there is still no money to obtain these medicines. After watching the documentary people were encouraged to fill out the petition form and join in the movement to have aide sent to Benin and other countries facing the same problem. The video was a major success receiving over 645,000 views. 

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VIRTUE encouraged editorialization and content syndication of each influencer-led event through a concerted PR push. The results were spectacular. Additionally, each influencer naturally reached out to their own community to announce and push their own event.

VIRTUE developed a suite of display media units, that flighted across a hand-picked selection of sites on the AdVICE Digital Ad Network. Each unit drove back to the MINI Wanderlust pop-up channel

In addition to the video documentation, VIRTUE's in-house writers and photographers developed associated editorial that was also posted across MINI channels. This event-specific editorial was complimented by an encyclopedia of fun places just outside of major cities across the US.

Each event was documented and post-produced by VIRTUE's in-house production staff. The music video-style segments were then posted on MINI Channels, major video platforms across the web and served through video-optimized display media.

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VIRTUE reached out to influential members of the art, retail, culinary, sports, music and design communities across the United States. The invitation was simple; plan a party that requires travel in a MINI Countryman. We went hiking with Mad Decent founder Kevin Kusatsu, threw a night surfing party with Mollusk surf store founder Chad Marshall, picnicked at a castle with Smile chef Melia Marden, held an ocean-side party with LA party promoter Matt Goldman, and went on a midwest food tour with artist Cody Hudson. The list goes on.

The Special Engagements series is a new initiative from Dell and Intel in collaboration with VIRTUE, grounded in a technology-driven audience experience, which gives fans the power to collaborate with the performing artist before and during the show and aims to bring audiences and bands closer than ever before. Bands will invite fans to command aspects of the live performance, this invitation transforms the global audience from mere spectators to directors, calling the shots and shaping the show they want to watch.

We recently teamed up with venues across America for a series of events billed as Noisey Nights. Recently launched and already up and running in 4 US cities, we're now focused on getting Noisey Nights programmed in all of our international markets. Simply put, Noisey Nights showcase bands that VICE think our audience should check out in person. We promote them to the Noisey audience and use the live shows to introduce the online platform to fans of live music.

We showcase live footage from concerts all over the world, with acts such as Cults, The Vaccines, Yuck, OFF!, Braids and many more. By capturing the complete live music experience, viewers can join bands on the road and share their experiences as they get ready for a show, meet fans and industry insiders, and explore the city and its local culture.

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Noisey contains live music content, a daily blog, and is available in eight languages. The website allows fans to view footage of bands from multiple countries such as Australia, Brazil, Canada, China, France, Germany, Japan, Mexico, Spain, UK and USA. The site also includes an original series from Vitamin Water called "Uncapped," where heavyweights handpick their new favorite musicians. 

To showcase the latest styles, we regularly create and distribute seasonal look-books to fashion and lifestyle press outlets.

The latest installment, Fall 2010, was shot at the historic Brooklyn Navy Yard along the Hudson River Waterfront.

In order to house the "Darkcasting," video series along with other "Darker Side of Green," content, VIRTUE built a highly interactive and mobile device compatible site that featured a customizable CT 200h showroom, videos and pictures from past events and an interactive experience, "Dark Ride."

In the first ever in-car-after-dark talk show, the "Darkcasting," video series features host Whitney Cummings as she tours different U.S cities in the CT 200h. With feature locations and special guests from New York, San Francisco, Chicago, New Orleans, Miami and Los Angeles, the videos highlight the innovative features of the car along with local facts in an impromptu conversation setting between the driver and passenger.

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Twenty-four online generated editorial and interactive content pieces were released daily through adidas' main social media outlet, bringing together adidas' stars and consumers from the street and encouraging interactive user appeal by thematically linking editorial content to each date of the countdown.

As part of the daily updates we compiled a number of international vox pop interviews with local people from Buenos Aires, New York, London, Berlin, Tokyo and Beijing. In addition we captured what adidas celebrities Busy P, DJ Medhi, Snoop Dogg and others had to say about how they celebrate the holidays.

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Inspired by the collaborations with iconic American brands from each region, the three episode series features the recording town of Muscle Shoals, Alabama, the wild land firefighters of Southern Oregon, and the bares, broncs and bulls of the Navajo cowboys from the Triple B Association.

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EA Sports hired VIRTUE to create a series of international videos entitled "We Are Eleven." The videos feature location specific soccer stories including New York's Chinatown Soccer Club, Tokyo's Captain Tsubasa Empire and Turkey's Besiktas Carsi Group.

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VIRTUE created a global experiential strategy for all 14 events that encompassed everything from the creative guidelines to the run-of-show for each event.

As part of the Nightlife Exchange Project launch, VIRTUE designed and built custom crates that became the global icon of the program. In addition, we were the creative directors for all of the events.