Brand Repositioning / Advertising
We have had the honor of repositioning some of the great American brands. In addition to evolving the 100-year-old Miss America Organization, we relaunched two tech icons. Something that not only required blood, sweat, and creativity, but a lot of brand soul searching.
Beginnings:
In 2014, Michael Dell made an unprecedented move. He bought Dell back from Wall Street and took the company private. Our challenge was to introduce the new Dell, the world’s largest startup, to a global audience and define their purpose. On New Year’s Eve 2014, moments after the ball dropped, “Beginnings” aired: an emotional and inspiring film that showed how the entrepreneurial spirit was living in Dell’s DNA and in that of the great modern companies of today. The film was shot at the actual humble locations where these iconic companies began. The Felice Brothers covered the classic song “This Magic Moment” for the soundtrack.
Brother Dominic:
In January 2017, Xerox spun off its business services division and evolved into an entirely new company focused on document technology. Under the new platform “Set the Page Free”, we reintroduced Xerox with “Brother Dominic.” Launched Super Bowl week, the film reimagined the iconic Brother Dominic 1977 Super Bowl commercial on its 40th anniversary. The film demonstrated the exciting scope of Xerox’s digital innovation while reasserting Xerox’s core belief—information sharing has the power to connect and unify the world.
