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WORK
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ROCK BAND
MTV Games and Harmonix gave us the challenge of branding Rock Band. From the packaging to advertising to online videos, our goal was to create a cultural phenomenon. Rock Band has widely been credited as transforming both the gaming and the music industry.
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PACKAGING
We shot the packing with photographer Angela Boatwright during a two-day shoot at Irving Plaza in NYC. Two members of the VIRTUE team were cast as band members. |
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VIDEO
The launch of Rock Band was accompanied by Rock Band TV, an online TV channel showcasing mini music docs shot by VIRTUE with the game at its core. Year one we traveled to major U.S. cities; year two saw us hit America's Heartland with Johnny Knoxville as our host.
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EVENTS
Events were a central piece to our rollout strategy - we turned the East End of London into a one-night music festival and went touring with Rock Band across America. Our film crews captured every moment for Rock Band TV. |
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PRINT ADVERTISING
Our Rock Band creative ran in print publications globally and as an out of home campaign . . . looking most impressive in Times Square. |
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CUSTOM PUBLICATION
We created and illustrated a custom publication for Rock Band, named the "Rock Band Guide to Power Stances." |
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POSTER INSERT
We created custom creative for VICE media . . . a poster insert for the wall of true Rock Band fans. |
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ALLI - Alliance of Action Sports
NBC Sports and MTV hired us to re-brand action sports via their AST Dew Tour, a summer tour of Skateboarding, BMX and FMX competitions. We created an entirely fresh brand for them, changed their name to ALLI - Alliance of Action Sports, provided ongoing brand and media strategy, shot all the content for their website, created a TV show for MTV2, designed the look and feel of their events, and created a line of clothing.
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TELEVISION SERIES
MTV2
The ultimate manifestation of the ALLI brand is a 6-week series on MTV2 introducing the world to a new kind of superstar athlete. We spent months following the athletes of skate, BMX, FMX, snowboarding, wakeboarding, and freeskiing to present a unique look into their lives.
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BROADCAST
Our TV spots ran across Viacom and NBC properties promoting the events. The brief was simple: elevate the fan and the athlete to superstar status.
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WEBSITE
Our website strategy helped our friends at AREA 17 build allisports.com into a hub for all of ALLI's events. |
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MERCHANDISE
VIRTUE created the retail environment for the ALLI Dew Tour events and the merchandise sold on-site. |
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EXPERIENTIAL
We created the on-site brand look and feel for both the Winter and Summer Dew Tours. |
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PRINT
Print advertising ran in both local and national press. |
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O.O.H.
Out of home creative supported the events at the local level. |
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CUSTOM PUBLICATION
VIRTUE created the spectator guides for the Dew Tour events. |
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DELL
Dell tasked us with re-engaging Generation Y: this resulted in the creation of Motherboard. Motherboard is a completely fresh take on technology content that began as a show on VBS.TV and is now a standalone website - Motherboard.tv - supported throughout by Dell.
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WEBSITE
Motherboard.tv is a community of people who share a fascination for the culture of technology. Motherboard encourages users to get involved and play well together. |
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VIDEO
At the heart of Motherboard.tv is a weekly show, showcasing the most interesting cultural stories grounded in technology from around the globe.
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PRINT
We produce a monthly print campaign promoting the latest Motherboard content. |
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PALLADIUM
Palladium hired VIRTUE to be their full service agency. To relaunch its range of iconic boots, VIRTUE is creating everything from web video content to print advertising, web design of palladiumboots.com, P.O.S. marketing collateral, event executions, and media planning.
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IDENTITY
VIRTUE designed the corporate identity assets for Palladium. |
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VIDEO
Video shorts accompanied all of our print advertising to allow consumers to dig deeper into the brand's promotion of urban explorations.
All videos part of the Uneven Terrain series played at palladiumboots.com, VBS.TV, and were syndicated widely across the web.
One such example is "Oil of L.A.," exploring oil drilling in Los Angeles today, hidden in plain sight.
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PRINT ADVERTISING
Striking images shot by Peter Sutherland of Palladium Boot-wearing urban explorers ran in fashion and lifestyle publications to announce Palladium's arrival. |
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WEBSITE
VIRTUE designed and created Palladium's information and video website. |
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O.O.H.
Guerilla wild postings and high-profile wall murals added a genuine art feel to the overall campaign. |
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CUSTOM PUBLICATION
Our custom publications/guides/look-books for Palladium showcase the boot in all its glory, walking through our Uneven Terrain destinations.
Placed at tastemaker retail destinations nationally, Palladium takes advantage of VICE's unique distribution relationships. |
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RETAIL
We designed and created in-store P.O.S. for the boot's launch at retail. |
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EXPERIENTIAL
VIRTUE organizes and executes all events for Palladium, ranging from launch events to small in-store events. |
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WYBOROWA
Wyborowa, the Polish wodka brand owned by Pernod Ricard, hired VIRTUE as their global agency of record to re-introduce one of the world's oldest wodkas to a new generation of fans.
Work to come!
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VODAFONE
Vodafone hired VIRTUE as strategists and content creators for the 360 Heroes program as part of the launch of the Vodafone360 phone. The program features content about the creative pursuits of 50 cultural heroes across 8 European markets.
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VIDEO
We followed a total number of 50 cultural heroes as they undertook their latest creative pursuit. The heroes include Simian Mobile Disco, La Roux, Speech Debelle, Buraka Som Sistema, and many more. |
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NIKE
For Nike, we've worked across categories and around the world to produce a variety of work ranging from catalog shoots to press imagery, documentary video to custom publications, and POS. Working variously as a production company, creative partner, and strategic asset, we've helped Nike connect to leading edge consumers and mainstream audiences alike.
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VIDEO
Among over 20 video pieces created for Nike, a favorite is "Onward from the Inside," a profile of illustrator James Jarvis and his first ever animated film, told through the lens of his passion for running.
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RETAIL
For the 2008 Fall / Holiday season, Nike Sportswear commissioned VIRTUE to create key product and lifestyle imagery to be used for press, online, and in-store POS installations used in key NSW accounts throughout Asia. |
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EXPERIENTIAL
In Fall 2009, VIRTUE oversaw extensions of the Nike / Lance Armstrong Foundation charity Art Show "STAGES" throughout New York City. Activations included executive production of a pop-up community/retail space, wildpostings and street team distribution, and special one-off stunts. |
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INTEL
On behalf of Intel Europe, our offices in London and Paris created an integrated campaign exploring the space where creativity meets technology. We also function as their marketing and PR partner for the program, entitled "Createurs du Futur."
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VIDEO
We developed and created a series of eight short films, showcasing the work of established and up and coming French cultural pioneers to uncover the technology and culture which enables and inspires them.
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WEBSITE
We created the site as the permanent home for the video work, and social connectivity. |
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EXPERIENTIAL
The experiential program brings the project to life in Paris and Lyon, allowing their progressive youth communities to experiment with cutting edge Intel technology in a cool, creative environment. And, of course, the subjects of the films performed at the event itself. |
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ELECTRONIC ARTS
VIRTUE has had an ongoing relationship with EA for over two years, producing custom marketing campaigns for a wide range of titles.
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VIDEO
EA Games used VIRTUE video production capabilities on branded content work for titles such as Brutal Legend, Army of Two, and Def Jam: Icon.
VIRTUE concepted, produced, and edited mini-docs for each that explored themes from the games. The videos were used on EA and VICE properties and widely syndicated across the web.
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EXPERIENTIAL
We concepted and executed the massive Brutal Legend launch event at ComicCon 2009, drawing 1,500 people to enjoy the bloody mayhem of GWAR. This is the creator of the game, Tim Schafer, after the event (he's on the right). |
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RED BULL
Red Bull taps VIRTUE as a content creator. School of Surf, the story of teen high school surfing in America, began as an online show and will soon air on MTV. We are also creating an 8-part show called "Live Fast. Ride Young," where we follow the young riders on the European MotoGP circuit of the Red Bull Rookies Cup.
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VIDEO
School of Surf is now in its second season. It's the story of competitive team surfing on both coasts of America, and also happens to make for a great high school teen drama.
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VOLVO
Volvo hired VIRTUE as a media partner for the Creative 30 campaign, an unprecedented cross-platform campaign incorporating print, online, video, and an event to showcase the most up-and-coming creative talent in the UK. It combined a unique media partnership between The Independent, Yahoo!, and VICE, bringing authenticity, authority, content, and a 360 reach to a market Volvo was not currently talking to.
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VIDEO
We produced 30, 3-minute videos of each nominee, broadcast on www.creative30.net, VBS, and Yahoo. Submissions came from a wide range of artists, from sculptors to photographers to chemists to cake decorators.
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ONLINE
To appeal to different audiences, custom traffic drivers were created and ran across all Creative 30 media partner's networks. |
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PRINT
We ran editorials in VICE magazine over a 4-month period to support the campaign. |
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EXPERIENTIAL
As a final celebration of the Creative 30, an award ceremony, exhibition, and party took place at the Maverik Showroom in London's Shoreditch. Over 800 people attended the event. |
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EDUN LIVE
EDUN LIVE, Bono and Ali Hewson's fashion line, hired VIRTUE to re-brand their look and feel, create content, and design a new website.
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VIDEO
We traveled to Uganda to bring alive EDUN LIVE's Made In Africa philosophy. The content we created was syndicated widely across the web.
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WEBSITE
VIRTUE created a retail and brand site for EDUN LIVE, balancing product information and brand videos. |
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IDENTITY
We created the logo and identity system inspired by modern interpretations of Africa. |
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MTV
MTV has looked to VIRTUE to shoot music in various forms - mostly live shows, but also in-studio performances and short form music documentaries.
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VIDEO
In 2007 we shot 50 live shows in New York for MTV's virtual world project, vLES. We've shot numerous episodes of Practice Space for VBS and an in-studio performance by Scarlett Johansson for Rhapsody.
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