The opportunity to build a brand from the ground up doesn’t come along every day, so we jumped at the chance to introduce the world to Verizon’s new prepaid offering, Visible. In an industry cluttered with obfuscation and outright lies, we wanted to present Visible in an altogether fresh way. The creative strategy, the aesthetic, and (as much as was legally possible) the language needed to be a clear departure from phone service as usual. And to preempt the “did you really have a hand in all this” question: these were a wild couple years. Just ask my ex-wife. (Kidding.)
Experiential / Non-Traditional OOH
404 Store Not Found: To communicate the whole no stores thing, we blued out storefronts across the country and brought a digital language into the physical world. (And got shortlisted at Cannes).
#InVisibleNY: Without any TV investment, our creative strategy centered on building deeper relationships with our audience — the heartstrings over eyeballs approach. So, with the help of friends like A$AP Ferg and Lizzo, we flipped the phone service world on its head and took Visible directly to the people.
The Visible Music Box: To further embed the brand in the music world, we did the obvious thing: we built a transparent recording studio at SXSW. And believe it or not, the acoustics were pretty damn good in there.
Video
To introduce the future of phone service to the internet™, we produced a series of visually arresting (and pretty f*&$#ng weird) videos telling the Visible story. Since a lot of the language surrounding phone service is… limited, we knew we wanted the conceptual approach to push the envelope well into surreal territory.
Social
The Visible brand was created with a digital and social-first mindset, giving our social content an organic, non-brandy feel. (And plenty of #millennialpink.)
An all-digital brand introducing itself in print? Weird, right? Not with friends like The FADER.
OOH
Folks were so into the writing we put together for digital ads (yep I’m bragging about banner ads…), we had no choice but to paint the town blue IRL. From NYC to LA to Seattle to Denver, we brought the Visible brand to life with our clean aesthetic and not-so-clean words.
