Hello, we’re Lawrence and Matt. We currently reside at Wieden + Kennedy and have worked together for over 14 years. During this time, we have created advertising, design, products and technology for a wide range of brands, athletes and artists. Our work can be seen below. And our resume can be seen here.
“SMELL ‘EM WHO’S BOSS”
Two scents wrapped in one amazing smelling advertising campaign.
Limited Edition Poster and Wax Packs
A recreation of one of sport’s most iconic images in the name of female empowerment.
KENTUCKY FRIED CHICKEN
In 2015, we created KFC’s “Colonel Sanders” campaign while at W+K Portland.
THE HALL OF COLONELS
The campaign launch included a historically accurate web museum, complete with an autobiographical video game about the man himself, Harland Sanders.
The game was delivered to influencers in a limited edition “Colonel Quest” bucket that included fully-functioning drumstick controllers.
“THANK YOU, MOM”
The third installment of Procter & Gamble’s world-renowned “Thank You, Mom” campaign for the 2016 Rio Olympics.
“NOW IT’S A GAME”
For the first time in its existence, Thursday Night Football had a schedule worth talking about.
So that’s exactly what we did in the inaugural campaign for TNF on FOX.
“LEAVE A LEGACY”
Three years ago, we created Jordan’s first-ever campaign that focused on high school basketball. The campaign served to remind players that every member of the Jordan Family once stood in the very same spot. It quickly gained popularity among young ballers and has since become a perennial Jordan Brand effort. Below is a sampling of the work that has rolled out in its first three seasons.
2016- CLASS OF XXXI
The inaugural year of the campaign featured “Orientation Packages” - gym banners, varsity jackets, shooting shirts, gameday ties and more - given to the top programs in North America. The packages were customized in each school’s colorway and delivered just before the start of the season.
CASE STUDY VIDEO:
2017- CLASS OF XXXII
The second year of the campaign focused on the “Jordan Brand Classic,” the premier high school basketball showcase for the top twenty-six players in the nation. Hosted at Barclays Center in Brooklyn, NY, the week-long event featured a “Pep Rally” with a live performance by Nicki Minaj.
2018- CLASS OF XXXIII
In the third year, our support for the kids went mainstream. We kicked off the year with a film featuring Travis Scott, welcoming the kids back from their summer break.
“GOOD TO THE LAST DROP”
Aiming to reclaim its rightful place as leader in coffee, Maxwell House asked us to help bring the brand back to life. We started by bringing back their iconic tagline, “Good to the last drop,” and making it relevant to the modern world.
We also invented a few products that fans could win through social channels. For Daylight Savings, we made alarm clocks that brew a pot of coffee when you hit the snooze button. And for people who waited to the last minute to file their taxes, we offered a mug that could hold an entire pot of coffee.
“NOW I DO WHAT I WANT”
When Kevin Durant bailed on Russ and OKC, a response was needed.
So we fired back by turning Russ’ pre-game dance ritual into a statement of his independence and dropping it just before tip-off on Opening Night, 2016.
Vince Staples took notice (before we started working with him.)
Founded in 1989, Crunch gyms were in need of a major overhaul. So in 2006, we helped them redesign everything top to bottom, from their logo to the interior of their gyms. Then we re-introduced them to the world with this campaign featuring a cast of characters called, “The Crunchers.”
On May 14, 2017, the New York Yankees retired Derek Jeter’s #2 forever.
To commemorate the moment, we gave Jordan Brand’s famous “RE2PECT” campaign an update and threw a week-long celebration.
We started by redesigning the RE2PECT logo, incorporating the famous iconography the Yankees use for their retired numbers.
We then did a week-long takeover of the the front page of the Daily News. Each cover highlighted an iconic moment from Derek’s career.
On game day, a pop-up bodega appeared outside Yankee stadium, featuring a commemorative pair of AJ 1’s.
And most importantly, the world-famous Bushwick Collective helped us paint a mural above Stan’s, across the street from the Stadium, that’s since become a permanent fixture in the Bronx.
On December 16, 2015, Abby Wambach retired from soccer as the leading goal scorer in U.S. history (male or female.)
During her final match, we took over Nike Soccer’s Twitter feed and held a 90-minute retrospective of all 184 goals she scored.
When the match started, a tweet posted every minute, coinciding with the game clock. Each tweet gave followers a play-by-play of the goals Abby scored during that minute through her career.
As self-proclaimed “designers and manufacturers of curiosities,” Blue Q manufactures advertising featuring a sales team that, too, is a curiosity.
The internet was pretty basic at the time, hence the microsite. Visitors picked which sexy sales pitch they wanted (the videos are otherwise identical.)
WE ALSO MADE A BUNCH OF RIDICULOUS PRE-ROLL VIDEOS THAT SOLD SPECIFIC PRODUCTS IN THEIR LINE.
“NORTH AMERICAN TOUR 2017”
Stage design for the encore performance during Vince Staples’ North American tour for his album, “Summertime ‘06.”
Following along with the lyrics, the visuals inside the letters take you from the sunny, tourist traps on the south side of Long Beach, to the gritty reality of the North side where Vince came up.
“SAINT VITUS BAR”
Concept and design of the logo for now world-famous heavy metal bar, St. Vitus, in Brooklyn, NY.
the club has become a destination for bands all over the world. and over the last 10 years, nearly every major underground metal, punk and hard rock band, including nirvana has played in front of this logo (yes, that nirvana.)
“SOME THINGS YOU DO, YOU DON’T DO FOR YOU”
In 2016, Carmelo Anthony won his record-breaking third Olympic gold medal in Basketball. We responded to the moment with the following in the New York Times the next morning.
When Carmelo saw it he changed all of his social media headers to the ad.
“BIG 3 LIVE ON FRIDAYS”
Ice Cube asked us to rewrite the intro scene from “Friday” to announce his BIG3 league moving to Friday night. Naturally, we obliged.
Designed for the Jordan team at W+K NY.
LAWRENCE MELILLI / LAWRENCE.MELILLI@GMAIL.COM
MATT MULVEY / MRMATTMULVEY@GMAIL.COM
all work ©2018 Melilli + Mulvey