eBay Motors Brings High Octane Thrills From Part to Finish in Latest Content Series, Between 2 Rides

Amanda Cosindas | May. 24 2022

What happens when the right parts are put to the ultimate test? Between 2 Rides, an exhilarating, new five-episode YouTube series from eBay Motors, showcases exactly how highly-modified cars outperform their stock counterparts. Chasing choppers. Burning rubber. Defying gravity. The show follows racing and modding powerhouse, Collete Davis, and her renowned auto and YouTube creator guest stars Chris Forsberg, Tanner Foust, Emelia Hartford, Westen Champlin, and Rich Benoit (Rich Rebuilds), as they talk a little shop and then take their epic builds for a turbocharged ride. 
 
A first-of-its-kind series for the brand’s auto-focused YouTube Channel, Between 2 Rides shows auto enthusiasts that the sky’s the limit when it comes to what you drive, and that the right parts from eBay Motors can make all the difference, whether it’s suping up your truck’s suspension for the perfect overlanding trip or modding out your engine to maximize your ¼ mile. 
 
The series kicks off with Ep. 1, released today, featuring 3x Formula Drift World Champion, Chris Forsberg, and his racing built 1300hp Z. Collete Davis takes the all-new 2023 Nissan Z and heads to a Long Beach shipyard to meet Forsberg where they discuss its main mods, what it takes to reach the apex of the sport, and then unleash Forsberg’s ride on a specially-designed drift course through shipping containers, under forklifts, and more. It’s a can’t-miss tour de g-force.

https://youtu.be/jEe7yZQlhvM

As the largest marketplace for authentic parts and accessories, eBay Motors is reaching automotive enthusiasts where they’re spending the most time, YouTube, the most popular platform among Gen Z, the second-highest total volume platform for the automotive category, and the second most popular platform for Parts and Accessories. And as a team of gear heads themselves, eBay Motors knew that connecting with enthusiasts who are continuously looking to fuel their passions would require breaking the gridlock of category norms. The solution? A recurring series with leading automotive creators and the highest caliber, heart-pounding automotive footage that stands out and excites both enthusiasts and novices alike.
 
“People don’t subscribe to videos. They may like them, possibly comment on them, and hopefully share them – but people only subscribe to channels that consistently pump out interesting content,” noted AJ Rivvers, Group Creative Director at The Many. “Launching Between 2 Rides as an episodic series, covering different subcultures, was important to demonstrate our commitment to the auto communities, and give us a calendar to plan around as we fire up even more content in the future.”
 
The series was produced by The Many’s sister agency, Plus Plus Productions, and directed by Trevor Paperny, who’s been at the helm of a decade’s worth of thrilling content for NOS Energy Drink, including his feature film directorial debut for For the Love of Dirt. Paperny’s cinematic approach delivers an adrenaline-filled rush that helps eBay Motors raise the bar on long-form content, the kind that automotive enthusiasts didn’t realize they were craving until now.
 
The series is ready to play at youtube.com/ebaymotors, and @ebaymotors on Instagram and Facebook. Check out the full season trailer below!

https://www.youtube.com/watch?v=mG6T4DCCnn8

Visit West Hollywood Joins Forces With Powerhouse Personalities for Exclusive Content Series Focused on Defining “New” Luxury

Amanda Cosindas | May. 19 2022

TThe West Hollywood Travel and Tourism Board, also known as Visit West Hollywood, today released a destination marketing campaign, “Creators of West Hollywood,” featuring notable personalities with connections to the internationally known city. The campaign features six successful and uncommon individuals, each representing the best of West Hollywood in dining, nightlife, design, music, fitness, and shopping. As tourism begins to flourish again in the city following the pandemic, the series is vital to furthering the board’s mission to re-establish the reputation the city’s always been known for: that of a vibrant, unique, energetic neighborhood continually at the forefront of progress and change.
 
The content series was developed in creative partnership with The Many, including creative directors Mars Milisic and Kate “Rizzo” Digilio, produced by its sister agency Plus Plus, and directed by newly signed Plus Plus director, Emmanuelle Pickett. The work was awarded to Plus Plus on the heels of its “LA Comeback” spot for long standing partner Los Angeles Tourism, the highest rated film to date for LAT.   
 
“This campaign is an authentic and personal peek into why West Hollywood is the city that it is,” said Jeff Morris, Chief Marketing Officer for West Hollywood Travel + Tourism Board. “Each one of these creators has a real love and appreciation for the city, and this new video series will help our organization welcome the world back to the city at the heart of Los Angeles that has an unmistakable ‘vibe’.”
 
The campaign will also focus on exploring the “new Luxury” that has emerged in the city. As a counterpoint to traditional definitions of luxury, West Hollywood is looking to define luxury in a whole new way. Elevated experiences like exceptional hotels with unique, premium amenities and impeccable five-star service; award-winning (Michelin + James Beard) culinary; unique boutique shopping; cutting-edge wellness; and world-class entertainment are collectively inspiring and redefining what luxury truly is for visitors from around the globe.
 
Chef and Partner/Owner Raphael Francois (Tesse and Fanny’s), DJ and poet Mia Moretti, Founder and Owner Mary Ta (Minotti Los Angeles, MASS Beverly), General Manager Tommy Black of The Viper Room, Founder and Owner Kirk Myers of DOGPOUND, and Interior Designer and Co-Founder Adair Curtis of JSN Studio, all discuss their unique connection to West Hollywood in the video campaign. They highlight their experiences in the city, known for its diversity and inclusivity, and which has increasingly become known for its new luxury appeal. Each personality reveals their favorite spots, and why the city is important to them as it pertains to their respective fields and careers – which are all quite successful.
 
Filming was conducted over the course of three days on location in and around West Hollywood, including The West Hollywood EDITION, Tesse Restaurant, Fanny’s Restaurant at the Academy Museum of Motion Pictures, Boundary, DOGPOUND WeHo, Minotti Los Angeles Mass on Beverly, the Viper Room, the Sunset Marquis, Nightbird Studios and more. The series was shot on film by using both 35mm and 16mm lensed by cinematographer, Ian Rigby, and brought to life by West Hollywood-based director, Emmanuelle Pickett.
 
“Emmanuelle Pickett’s taste, aesthetic, and knowledge of West Hollywood culture made her the perfect Plus Plus director to bring this creative to life,” said Dave Horowitz, Executive Producer at Plus Plus. “As we define a new luxury, her expertise captures the neighborhood’s electricity in a flawless way.”
 
Pickett’s use of film was an intentional one, drawing viewers in with a feeling of intimacy to express the creativity of the city of West Hollywood. “The feeling and result of shooting on film resonates with the mystery and magic of West Hollywood – a place where truly anything can happen. Film is a medium that demands a type of care and presence from crew and talent that can often get lost in the age of digital screens and immediate gratification.” said Pickett. “This was a meaningful opportunity for me to give back to the city that I’ve come up in. I hope it feels like a love letter to my fellow creatives as much as it is to the city that has made my dreams a reality.”
Visit West Hollywood’s long-term vision is to market the city as a first-choice visitor destination to business and leisure travelers and create demand for the experience of West Hollywood. Visit West Hollywood is the only official organization dedicated to creating visitor awareness and demand, developing and delivering timely, relevant and comprehensive information about the destination. Watch the full series below or at  visitwesthollywood.com.

https://www.youtube.com/watch?v=-8sAh8zZCY0&t=6s
https://youtu.be/9faGwzSNSYg
https://www.youtube.com/watch?v=NLih0COqUXw&list=PLMuSvFdIp5EiIlFB6WeeGdCF1ZB7CD_6V&index=4
https://www.youtube.com/watch?v=2ZFUbAqiI_k
https://www.youtube.com/watch?v=onwuXdodBrU&list=PLMuSvFdIp5EiIlFB6WeeGdCF1ZB7CD_6V&index=3
https://www.youtube.com/watch?v=oBFtqzSTgdg&list=PLMuSvFdIp5EiIlFB6WeeGdCF1ZB7CD_6V&index=5
https://www.youtube.com/watch?v=biBdck4JxME&list=PLMuSvFdIp5EiIlFB6WeeGdCF1ZB7CD_6V&index=6

Client: West Hollywood Travel + Tourism Board
Chief Marketing Officer: Jeff Morris
 
Production Agency: Plus Plus 
Creative Agency: The Many
Creative Directors: Mars Milisic, Kate Digilio
Executive Producers: Dave Horowitz, Trevor Paperny
Director: Emmanuelle Pickett 
Director of Photography: Ian Rigby 
1ST AC, Josh Borgogni
2ND AC, Vinny Mauro
Steadicam OP: Greg Arch
Producer: Iris Torres 
Production Manager: Isaac Levy 
Production Coordinator: Liana Perez, Tom Franco 
1st AD: Helena Karadimos
Production Designer: Noemi Polo
Composer: Charles Derenne
D.I.T. Jeremy Inman
PA: Geoff Samuels, Jay Samuels,Trip Harper, Skylar Fisher, Sean Franz
Art PA: Ronnie Burness
Gaffer/Driver: Michael Cruz 
Electric: Alexander Szuch
Key Grip/Driver: Sergio Silva 
Grip: Robby Dulany 
Sound Mixer: Miliken Gardner 
Hair/MU: Ashley Cornett
Stylist: Abbie Martin Toomey: 
Hair: Karen Arechiga (Mia Moretti) 
Makeuo: Ashley Cornett (Mia Moretti)
Covid Compliance Officer: Zane Roessell

Whisky Doesn’t Care What’s Between Your Legs According To New Campaign for The Glenlivet Featuring Anna Paquin, Produced by Plus Plus

Amanda Cosindas | Apr. 29 2022

Academy Award Winner Anna Paquin and renowned Single Malt Scotch The Glenlivet are ripping up the rule book on whisky drinking traditions in a provocative new campaign for Australia and New Zealand.
 
In 2022, the Original Speyside Single Malt is on a mission to break the whisky drinker stereotype and shine a light on all appreciators. As Paquin says in the new commercial, “Whisky doesn’t care what’s between your legs, so why should we be told to follow these rules?”
 
The launch film, created in collaboration with Australian based creative agency Emotive, directed by famed fashion director and photographer, Jamie Nelson, on location at her 1968 Hollywood Regency style house in San Fernando Valley, LA, and produced by The Many’s sister agency, Plus Plus, sees Anna turning whisky drinking traditions on their head. Whether squeezing fresh fruit into The Glenlivet, enjoying some whisky with ice or simply using whatever glass is closest, Anna revels in the kind of totally normal behavior that makes Whisky purists squirm in their leather bound armchairs.

https://youtu.be/7rP-DhC-JWo

To challenge traditional perceptions of Whisky, Emotive CEO, Simon Joyce shares “We set out to deliver a campaign that flipped the script on preconceived ideas of how it should be drunk and advertised. Gone are the tumblers, fireplaces, oak barrels, reconstructions of Scottish life in 1822 and dark brooding men with facial hair. In their place is Canadian born, New Zealand actor Anna Paquin, a blue tiger head and all kinds of Whisky drinking blasphemy. Hopefully the audience enjoys it as much as we did making it.”
 
“We have always wanted to collaborate with Jamie, and it was simply a matter of time before we had the perfect project to do together,” said Dave Horowitz, Head of Production at Plus Plus. “I love the positioning of the campaign, and we’re always down to help challenge what is comfortable and disrupt conventions.”
 
Paquin was selected to become the face of The Glenlivet Australia and New Zealand due to her ongoing invitation to flip convention on its head. She is a vocal advocate for the LGBTQIA+ community.
 
Noting her first experience with The Glenlivet, Anna Paquin broke conventions by adding tonic to the whisky, stating: “I first discovered Glenlivet while I was working in Scotland. While it tastes great on its own, I found it’s even yummier when you add a little mixer and create a cocktail.”
 
The Australian and New Zealand campaign builds on The Glenlivet global mission to change the outdated perception of the stereotypical whisky drinker – one image at a time. To challenge the cultural norm of the whisky drinker as a middle-aged white man, The Glenlivet is infiltrating search engine algorithms, purposefully planting images to change the visual landscape.
 
#BreakTheStereotype celebrates inclusivity within whisky and is the first in a series of bold ambitions The Glenlivet is undertaking as part of their new platform, ‘This Is Whisky’, which aims to challenge a range of old upheld conventions in the world of whisky. Now when searching ‘whisky drinker’ using Google ImagesTM search service, the user is greeted with a colourful montage as unique and diverse as real whisky drinkers in 2022. In Australia and New Zealand, nearly a third of female drinkers drink whisky monthly*, a 40% increase since 2015**. Females are adopting whisky at four times the rate of males.**
 
On offering her personal space to shoot The Glenlivet campaign, Jamie Nelson notes: “It made so much sense to shoot this The Glenlivet campaign with Plus Plus Productions at my house. My vision for the campaign was to take the consumer away from the stereotypical stale and outdated brown leather whisky drinking den we imagine our grandpas sipping scotch and whiskey in. Instead I wanted to showcase our star, Anna Paquin, in a new whisky-drinking world that is colourful, playful, sexy, rock and roll, and exudes unashamed confidence in one’s self.”
 
The Glenlivet’s new campaign with Anna Paquin has launched in Australia and New Zealand. To read more on the campaign and #BreakTheStereotype head to The Glenlivet’s website.

eBay Highlights the Suppliers for Sneakers Sellers Series

Ty Gates | Apr. 20 2022

Following the success of @ebaysneakersAll For Kicks social-first content series, The Many returns with the premiere of the latest series for eBay, On The Come Up. The first episode, a 90 seconds short film shot exclusively for social, spotlights eBay super seller and Jersey-based sneaker boutique @TopShelfKicks and its owner Aaron Goldberg.
 
While the world obsesses over the shoes on display, On The Come Up flips the script and focuses on eBay’s marquee differentiator in the sneaker space — its robust seller community. But not just any sellers; super sellers on the come up. Ones who have grinded for years on eBay and are reaping their labor’s fruits. On The Come Up shows that the journey may be hard, but it’s worth it. And with eBay’s help—it’s possible.
 
Aaron Goldberg was a seller on eBay long before he decided to build his brick-and-mortar shop, Top Shelf Kicks. Despite the naysayers doubting the scalability of a sneaker business, Goldberg doubled down on his beliefs inspired by his grandpa’s words, “Don’t be afraid to fail.” After discovering that he sold a pair of Nike Kobe Zoom 7 sneakers to NBA All-Star and New York Knicks Forward, Julius Randle, Goldberg realized the impact eBay has on his business.
 
“Aaron Goldberg was just a kid from Jersey when he dreamed of making a living selling sneakers. That dream is now a reality, but it wasn’t an easy journey. We wanted to document Aaron’s ups, downs, and feats— big and small— as he’s built a business where the possibilities seem endless. ‘On The Come Up’ serves to share this inspiring tale in a stylized way that elevates the humanity behind Aaron’s growth as a seller—and a person. We’re excited to keep highlighting personal stories just like Aarons, giving sellers the spotlight they deserve,” said Miles Evans, senior copywriter.
 
eBay has been committed to uplifting the sneaker community for over 25 years. While most of eBay’s customers obsess over the sneakers more than the people who sell them. eBay obsesses over both.
 

https://youtu.be/jo6anI0VpCg

“Being the OG of the online buying/selling sneaker marketplace, we wanted to shine a light on the community that’s been the backbone of eBay’s success for over 25 years — their sellers,” said Destiny Modeste, social strategist. “It’s exciting because this series can showcase what’s possible when selling with eBay and inspire the next wave of sellers to keep grinding,” added Alex Boothe, senior social strategist.
 
Episode 1 of On The Come Up will be hosted exclusively on the @ebaysneakers Instagram. Paid ad targeting will be prioritized to reach sneaker enthusiasts and drive increased consideration of eBay as a destination to buy and sell sneakers.
 
Previous work from eBay and The Many for @ebaysneakers includes: 
 
Sneaker Showdown” — eBay’s annual March-Madness style bracket where fans voted across social platforms for their favorite rare and coveted sneakers. The winning sneaker was available for purchase at a discounted price only on eBay.
 
All for Kicks” – seven short films that showcase hyperreal sneakerhead moments.
 
The Sneaker Hunt” – a multi-channel interactive art experience, in partnership with artist Mike Perry, celebrating the process of finding, bidding on, and eventually copping the perfect pair of kicks.

CREDITS
 
Client: eBay
Director of Creative, Maryann Bell
Head of Social Media, North America, Jen Haley
Sneakers Mastermind, Ryan Corpuz
Creative Director, Nina Louie
Head of Operations and Production, Kira Moller
Visual Designer, Daryl Domingo
Sneakers Copywriter, Briin Bernstein
Marketing Manager, MiRon Leveston
Social Media Community Manager, J.R Wideman
 
eBay Seller
TopShelfKicks Owner, Aaron Goldberg
 
Agency: The Many
Group Brand Director, John Line
Senior Brand Director, Rediate Tekeste
Associate Brand Director, Thaxton Scott
Project Manager, Kristina Sison
Executive Producer, Matt Kahn
Producer, Danny Owens
Production Coordinator, Connor Bland
Group Strategy Director, Andy Craig
Senior Social Strategist, Alex Boothe
Social Strategist, Destiny Modeste
Creative Director, Marisa “Mars” Milisic
Associate Creative Director, Gerald Jimenez
Senior Art Director, Rachel Sheeran
Senior Copywriter, Miles Evans
Designer, John Duch
Senior Animator, Scott Woodburn
Media Director, Anthony Rocker
 
Production Company: Field Unit
Executive Producer, Oscar Lyons
Executive Producer, Alec Ernest 
Director, Nolan Goff 
Line Producer, Taylor Rae
Line Producer, Dustin Highbridge
Production Manager, Jessica Thiel
Production Coordinator, Eliana Roseen 
1st AD, Jake Leibowitz + Lionel Cineas (Prep)
Director of Photography, Adrien Nieto
B-Cam Operator, Cindy Chen
1st AC, Adam Roberts 
2nd AC, Nicole Hansen 
DIT, Ryan Shaw
VTR, Nick Esposito
Gaffer, Augustina Biasutto 
BBE, Alexandra Brown
Key Grip, Max Garstak
BBG, Liam Murphy
Sound Mixer, Guido Schierano
Wardrobe, Carolyn Son 
Wardrobe Assistant, Courtney Weinholtz
Grooming, Berta Camal 
Production Designer, Aurelie Taillefer
Art Director, Rachel Marquez 
Leadman, Andrew Keck 
Set Decorator, Holly McClinktock 
Set Dresser, Tyler Reifke
Set Dresser, Cristian F Suarez
Painter, Brooke van Hensbergen
Painter, Tyler Riefke
Art PA, Marquette Locke 
Key PA, Dariana Jiron 
PA, Drew Harner 
PA, Cody Terrenson 
PA, Hodari De Palm 
PA, Zulema Calixto
PA, Lauren Veronica Brinkman
PA, Dariana Isabella Jiron
PA, Dominic Fogarty
Location Manager, Ron Dabach 
Location Scout, Aaron Hurvitz
Photographer, Ryan Chun
 
Post Production: Field Unit
Editor, Chad Sarahina 
Assistant Editor, Asher Emanuel
Animation, Deux Wave
Animation Director, Raymo Ventura
Cel Animator, Rozz Zimmerman
Cel Animator, Kieran Hetznecker
Visual Effects, Billy Koak
Composer, Alex Goose
Sound Mixer, Bobb Barito
Colorist, Dante Pasquinelli at Ethos Studios
Color Producer, Sam Cesan

CareCredit’s “I Can” Campaign is Back

Ty Gates | Apr. 6 2022

Health(care) and wellness! In 2020 we built awareness for our client, Synchrony, and its health and wellness financing solution, CareCredit, by developing its presence on social media, showing up with engaging actions and empowering our audience with a message, “I Can” do what is best for you when it comes to health care and wellness, and relevant tools in a system that often makes them feel left behind.
 
The campaign is back in 2022 with six new :15 short films providing glimpses into the world of people using CareCredit to say “I Can” get the care I need across different health and wellness verticals, including cosmetic, dental, pet care, vision, and more.
 
The “I Can” campaign brings to life the idea of patient empowerment through an eye-catching visual identity and tone of voice that is unexpected from finance and healthcare brands and helps set CareCredit apart from competitors.
 
Whether you’re already a cardholder or new to CareCredit, people are experiencing the impact CareCredit is having on their live Whether you’re just learning about CareCredit or using it for the umpteenth time, CareCredit allows you to hold on to the feeling of freedom that comes when you’re able to put yourself, or your pet, first.
 

“The heart & soul of the ‘I Can’ campaign is the feeling of freedom that comes when you’re able to put yourself first. It’s an exciting time to put this work out into the world because no other financial institution or health related product is showing their users in this light. We were able to reimagine what someone might be feeling after post face-lift, or that feeling of a first kiss when you have a mouthful of braces. There’s no shame in it – there’s only pure, unquestionable joy,” Conner Needham, Art Director.

“Affording essential—let alone elective—healthcare can be complicated, overwhelming, and psychologically taxing. And as healthcare access is an important topic in national public discourse, it was exciting to work on a campaign inspired by the emotion that comes along with finding financial solutions to accessing care.” Emma Turetsky, Copywriter. 
 
The continued purpose of the “I Can” campaign is to drive awareness and consideration of CareCredit. The healthcare and wellness brand is more than just a one-off, just-in-time, emergency-focused product — it is a smart, ahead-of-time, solution-centric brand that empowers consumers to take uninhibited ownership of their health & wellbeing, and get the care they want and need.
 
 
 
CREDITS
 
Client: CareCredit
Chief Marketing Officer, Tim Donovan
Senior Vice President, Marketing, Tuck Ross
Vice President, Consumer Marketing, Robin Shulman
AVP Consumer Marketing, Holli Christopher
AVP Social Media, Tom Curtin
BLP, Marketing, Taylor Fabiani
 
Agency: The Many
Group Brand Director, Kylie Wu
Brand Supervisor, Allie Plantery
Sr. Project Manager, Madeline Gali
Executive Producer, Chloe Scott
Producer, Ailbhe Fitzpatrick
Creative Director, Ashley “Mil” Milhollin
Art Director, Conner Needham
Copywriter, Emma Turetsky
Designer, Steven Nguyen
Animator, Gianni Arone
Animator, Scott Woodburn
Director of Social Innovation, Kristin “KB” Busk
Strategy Director, Nicole Fuhrman
Group Strategy Director, Alexandra Brown 
 
Production Agency: Reverse
Director, Romain Quirot
Executive Producer/Founder, Thibaut Estellon
Line Producer, Chris Palladino
Production Manager, Rico Grillo
1st Asst. Director, Lynn Norton
DP, Jean-Paul Agostini
Photographer, Shayan Asgharnia
 
Editorial + Finishing: Plus Plus Productions
Editor, Alex Morrison
Editor ,Mike Bertin 
Post Producer, Andrew Illson
Executive Producer, Trevor Paperny
Colorist, Jospeh Bicknell (Company 3)
Color Producer, Katie Andrews
Online Editor and VFX,  Jerry Spivack
Online and VFX Producer, Shelli Jury
Mix, John Bolen Formosa
Assistant Editor, Edouardo Wienskoski

eBay Brings The March Madness with Sneaker Showdown

Ty Gates | Mar. 21 2022

March Madness is here and eBay is shifting the attention from the hoops to the kicks. The Sneaker Showdown, eBay’s annual March-Madness style bracket, is where fans vote across social platforms for their favorite rare and coveted sneakers. The winning sneaker will be available for purchase at a discounted price only on eBay.

Going into the campaign’s third year, our integrated teams focused on ways to build upon the established success of prior Showdowns as last year’s bracket had two million votes across platforms.
 
We identified a three-point focus to alley-oop this year’s Sneaker Showdown:

  1. Position @eBaysneakers as the curator of the most coveted sneakers of the year by incorporating storytelling around why they were included in this year’s bracket and why fans should vote for their favorites.
  2. Maximize paid and organic social innovations across platforms to maximize voting, e.g. Instagram, TikTok and Twitter polls (both paid and organic). eBay was the first global brand to do TikTok polls for last year’s Sneaker Showdown!
  3. Tap into key sneaker influencers and community leaders to act as emcees for this year’s Showdown, establishing storytelling around this year’s sneakers and driving urgency to vote.
 

“This year’s bracket is a celebration of the sneakerhead community’s past, present, and future,” said Azwani Monroe (junior art director) and Juan Pablo Delgado (junior copywriter). “Much like March Madness, we hope that people become invested in the narrative within each one of the matchups. Which side will they take? Team Classics or Team New Heat?”
 
With a community that is constantly fueled by always-on conversations, we chose to bring the passion to the forefront of the bracket. This year’s Sneaker Showdown has a narrative within that incites people to pitch in, share their opinions, and drive a sense of finality into the debates. 
 
We also implemented elements of March Madness culture. Make sure you follow the bracket to the very end because you never know what may happen in the spirit of the Cinderella team  (i.e., a team that has outperformed everyone’s expectations).
 
“The Many completely evolved the look and feel for this year’s Sneaker Showdown content,” said Thaxton Scott, associate brand director. “From the brackets to the sneaker match-ups, the intentionality and authenticity of the sneakerhead community are rooted throughout our work and truly highlight eBay as a trusted OG in the sneaker community.”
 
The eBay Sneaker Showdown is live so cast your vote across social and keep an eye out for the content coming from our influencer partners:

CREDITS
 
Client: eBay
Director of Creative, Maryann Bell
Head of Social Media, North America, Jen Haley
Sneakers Mastermind, Ryan Corpuz
Creative Director, Nina Louie
Head of Operations and Production, Kira Moller
Visual Designer, Daryl Domingo
Sneakers Copywriter, Briin Bernstein
Marketing Manager, MiRon Leveston
Social Media Community Manager, J.R Wideman
 
Agency: The Many
Group Brand Director, John Line
Senior Brand Director, Rediate Tekeste
Associate Brand Director, Thaxton Scott
Project Manager, Kristina Sison
Group Strategy Director, Andy Craig
Senior Social Strategist, Alex Boothe
Social Strategist, Destiny Modeste
Creative Director, Marisa “Mars” Milisic
Associate Creative Director, Gerald “G” Jimenez
Junior Art Director, Azwani Monroe
Junior Copywriter, Juan Delgado
Senior Designer, Chris Ruppelt
Junior Designer, Jesiah Atkinson
Designer, John Duch
Motion Graphic Designer, Darleen Ralota
Motion Graphic Designer, Spencer Wainacht
Media Director, Anthony Rocker
 
Talent Management: Edelman
Talent, Harrison Nevel
Talent, Briana Green
Talent, Qias Omar
Talent, Kayce Kirihara
Talent, Ralph Romeo
Talent, Tamara Dhia
 
eBay Seller, Solestage

Bumble Bee Debuts “Good For You,” a Campaign Disruptively Challenging Tuna Perceptions and Celebrating Tuna Lovers

Ty Gates | Mar. 15 2022

Today, Bumble Bee Seafoods announces the debut of a bold new advertising campaign designed to recruit the next generation of tuna lovers by dispelling category perceptions and inspiring new usage ideas. The campaign, entitled “Good For You”, offers a simple, memorable expression of not only the culinary and nutrition story behind tuna, but also an acknowledgement of the amazing authenticity behind the people who love what tuna does for them.
 
“At Bumble Bee, we firmly believe that everyone deserves to eat well, no matter what. The idea of democratizing wellness is what inspired us to confront the reasons why younger generations often do not choose tuna today,” said Jeanine Lewis Canales, Vice President and Head of Marketing at Bumble Bee. “Our research shows that this is often because younger generations don’t view tuna as versatile, nor fitted for their foodie aspirations. Sometimes they even forget how good tuna is for them. We set out to create a disruptive campaign that takes those challenges head on in a fun, engaging way.”
 
The “Good For You” campaign, developed by The Many as Bumble Bee’s advertising agency of record, was created in partnership with rising star director, Ashley Armitage, who has garnered worldwide attention for her quirky style and desire to push the boundaries of the expected. “Good For You” delivers impactful imagery and a progressive outlook that continues to propel Bumble Bee forward as a brand committed to defying category expectations. “Good For You” debuts today across connected TV, digital video, social and search.
 
“This campaign continues to establish Bumble Bee as a category leader by bridging together different generations to inspire new tuna lovers,” said Adam Flanagan, Creative Director. “We wanted to showcase the authentic passions enjoyed by a diverse range of people who embrace their unique interests to the fullest, all while touting the many health benefits of Bumble Bee tuna.”

https://youtu.be/D-gGI_G6DJk

The Many was also responsible for “Yes! Bumble Bee!™,” the brand’s 2020 breakthrough advertising campaign which invited the world to re-think shelf-stable tuna. The campaign, Bumble Bee’s first in years, was a key driver toward the brand’s noteworthy recognition as one of YouGov.com’s “Most Improved U.S. Brands for 2021,” a ranking based on brand health data. Within the 2021 calendar year, Bumble Bee saw a +14.3 points lift in brand awareness, a +4.4 points increase in brand consideration and a 6% sales lift in the campaign media markets.
Today, the iconic 120-year-old seafood brand is nowhere near slowing down. In addition to the new “Good For You” advertising campaign, the brand is enjoying a host of new brand, product and sustainability news:
 
A new brand essence based on the company belief that delicious, nutritious and sustainable food should be accessible to all. Refreshed packaging designs will roll out on store shelves throughout 2022.
 
New product innovations including the evolution of the Bumble Bee Prime™ product line to include “Protein on the Run™” snack kits and an expansion of the Bumble Bee Prime™ line of gourmet canned tuna and salmon products.
 
– A continued commitment to sustainability, including work to continuously improve how the company sources, produces, and packages its products. The company will release its annual Seafood Future sustainability and social responsibility progress report in June 2022, including sharing updates on progress in the areas of sustainable fishing, safe and fair labor practices and improving the health of our oceans. Bumble Bee’s designation by YouGov as a Top Improver for 2021 confirms that sustainability is indeed at the forefront for consumers, with the YouGov report stating: “Bumble Bee renewed its company commitment to restoring and protecting the world’s oceans in areas where it sources its tuna.”
 
The new “Good For You” campaign and brand identity, coupled with additional product innovations coming throughout 2022, are important milestones on Bumble Bee’s continued brand evolution. To view the “Good For You” campaign, visit BumbleBee.com and for sustainability and social impact news, visit TheBumbleBeeCompany.com.
 
Catch the news on Marketing Daily and MediaPost’s Agency Daily.

https://youtu.be/quuOJuyCOd0
https://youtu.be/_TJBnE-52V4
https://youtu.be/OfBWk9p8nbM
https://youtu.be/3t8QLWiI3b4

CREDITS
Client: Bumble Bee Seafoods
Senior Marketing Executive, Jeanine Lewis
Director of Marketing , Jeremey Zavoral
Marketing Director, Dana Kowal
 
Advertising Agency: The Many
Creative Director, Adam Flanagan
Senior Art Director, Cameron Twombly
Senior Copywriter, Scott Menzie
Head of Brand, Liz Mowinski
Sr. Brand Director, Pamela Lloyd
Group Strategy Director, Alexandra Brown
Producer, Kristin Batalucco
Project Manager, Lauren Armstrong
Executive Director of Design, Jorge Andrade
Senior Designer, John Paul Brantly
Senior Designer, Sarah Burley
Designer, Patrick Cambria
Motion Graphic Designer, Darleen Ralota
Motion Graphic Designer, Spencer Wainacht
Group Media Director, Alex Barnes
Media Director, Jaclyn VanSloten
Associate Media Director, Caroline Tambling
Media Supervisor, Anissa Sanders
Group Director, Digital Intelligence, David Lee
Senior Digital Specialist, Justice Mccree
Media Planner, Amber Peyghambari
 
(U.S) Production Company: PrettyBird
Director, Ashley Armitage
Executive Producer, Jeanne Stawlarski
Director of Production, Tracy Houser
Producer, Rhonda Vernet
 
(Mexico) Production Company: Lift
Managing Director, Avelino Rodriquez
Managing Partner, Jose Barrera
Executive Producer, Pablo Chozas
Line Producer, Carlos Ayami
Production Manager, Rafa Hernandez
Unit Manager, Debia Landin
 
Post Production Company: The Den
Executive Producer, Ryan Curtis
Editor, Tania Mesta
Senior Cutting Assistant, Kayla Hashimoto
Producer, Carolina Padilla
 
VO Record and Final Mix: Lime Studios
 
Color Grading: Company Three
Vice President, Ashley McKim
Head of Production, Julia Paskert
Producer, Katie Andrews
Colorist, Kath Raisch
 
PR Agency: FleishmanHillard
Senior Vice President, Liz Conant

Connected in Movement this Valentine’s Day with lululemon

Ty Gates | Feb. 14 2022

With 50% of Valentine’s Day gift giving going towards relationships that aren’t romantically defined, lululemon chose to introduce its 2022 Valentine’s Day gift guide by documenting non-traditional training duos including couples, best friends, and everyday colleagues:

Gia + Jasmine (Dating, BFFs, Training Partners)

Easton + Alex (Life Partners, Sparring Partners, Training Buddies)

Zabie + Dr. Shena (Work Wives, Healers, Trauma-Informed Yoginis)

Danielle + Tarik (Fiancés, Yogis, Adventure Seekers)


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Whether through yoga, training, or being out and about, there’s a special synchronicity and energy created when two people move together towards a common goal. lululemon is showcasing the brand’s fundamental role in supporting these special bonds via its carefully designed activewear.
 
“It was cool to feel represented in a Valentine’s Day campaign I was writing for, thanks to the casting of real-life couple Easton of Alex, since we typically only see straight couples during this season,” states Mason Douglass, Senior Copywriter.
 
Designers Madelyn Avjean and Shina Kim-Avalos spearheaded the creative direction of the Valentine’s Day campaign, complementing the campaign’s visuals with treatments of radiating hearts and fine lines to suggest connecting in movement.
 
“It’s always inspiring and exciting when clients give us the opportunity to showcase ‘non-traditional’ relationships in our work. Being able to tell our story of connected in movement with real couples and friends really helped bring the story to life in a way that wouldn’t have been possible otherwise,” said Madelyn Avjean, Designer.
 
By dynamically showcasing these authentic expressions of people connecting in movement, we reflected a truer picture of human love and are inspiring a more inclusive gift-giving experience.
 
“This campaign allowed us to tell a story about what a connection between two people really looks like, versus the conventional Valentine’s Day love story. To have captured that story in work that is also intended to be very product-centric (e.g., what we created for the e-commerce assets) was a balancing act, but the outcome was very rewarding,” said Shina Kim-Avalos, Designer.
 
Lululemon guests will see The Many’s Valentine’s Day work (a total of about 650 visuals were created!) across lululemon’s website and weekly e-letters, paid social across Facebook and Instagram, and Google’s social marketplace in addition to other online avenues.
 
Give the gift of training, practicing, and being together this Valentine’s Day <3.

CREDITS
Client: lululemon athletica
Creative Director, Pat Young
Creative Copy Manager, Arrabelle Stavroff
Sr. Integrated Marketing Manager, Evelyn Law
Project Manager, Jennifer Saunders
Men’s Stylist, Courtney Cho
Men’s Stylist, Heji Rashdi
Women’s Stylist, Hilary Russell
Women’s Stylist, Jessica Clark
Casting Manager, Amanda Munoz
Casting Coordinator, Amanda Rozak
Global Ambassador Casting Lead, Alex Duckworth
Danny Peterson (Blackout Ronin)
 
Agency: The Many
Sr. Brand Director, Tori Matthews
Project Manager, Erica Mahorney
Designer, Shina Kim-Avalos
Designer, Madelyn Avjean
Senior Copywriter, Mason Douglass
Copywriter, Maddy Harkness
Executive Producer, Chloe Scott
Creative Director, Julie Liu
Creative Director, Simone Nobili
 
Photographer: Jackie Beale
 
Production Company: Kim Lansill Production

eBay Opens the Vault for New Watch Sellers’ Series

Ty Gates | Jan. 26 2022

Following the success of its Old School Meets New School social-first content series, eBay returns with the premiere of its newest series for @ebaywatches, the eBay Sellers’ Club. In the first installment, a four-minute short film, three luxury watch experts—Rich Reichbach of Time Titans, Oren Charisky of La Jolla Jewelry, and Eric Ku of LA WatchWorks—discuss and showcase some truly breathtaking timepieces. From trailblazing designs like the Omega Speedmaster Moonwatch to modern marvels like the elusive Rolex Rainbow Daytona, the trio goes deep on their personal favorites and their experience buying and selling watches on eBay.
 
Part of the intrigue of getting into high-end timepieces as a hobby, or a business, is access to “the room”—a theoretical place where experts convene talk in big numbers and tiny details as they masterfully assess inventory worth untold thousands; inventory they know more intimately than anyone else on this earth. If anyone is equipped to create an analog of this mythical watch club, it’s eBay; the marketplace where watch-worshippers have been convening for over a quarter of a century.
 
Plus Plus, the sister agency and multi-service production company of The Many, shot Episode 1 inside a decommissioned bank vault located within The Reserve, a venue dating back to the 1920s in downtown Los Angeles, CA.
 
Surrounded by millions of dollars worth of vintage, modern, and ultra-rare luxury timepieces, Eric, Oren, and Rich flex with their most prized pieces in “the room” as the fascinating and far-flung conversation showcases not just their encyclopedic knowledge of luxury watches, but their deep passion for the pursuit. 
 
eBay is constantly finding new ways to deliver curated content and new insight to enthusiast communities through our platform. We designed the ‘Sellers’ Club’ series to share a fresh perspective from industry icons,” Tirath Kamdar, GM of Luxury, eBay. 
 

https://www.youtube.com/watch?v=r_0puNlvIf0

For the uninitiated, the world of luxury watches can be shrouded in mystery, and seemingly out of reach. But for genuine watch enthusiasts—eBay buyers, sellers, and perennial oglers—these timepieces are an obsession, each one with its own story. The rich history, intricate mechanical movements, and unparalleled craftsmanship make high-end watches a lifelong passion; one that demands deep, detailed, intensive discussion.
 
“The world of luxury watches is so esoteric—the history, prestige, and scarcity that contribute to the, sometimes astronomical, values,” said Amy Matheu and Jacque Vavroch, Associate Creative Directors, The Many. “We wanted to crack open that world, giving viewers a chance to breathe rarified air and learn a thing or two, or fifty, from some of the biggest names in the game.”
 
Segments of eBay Sellers’ Club Episode 1 will air in :15 second clips across paid social channels, including Facebook, Instagram, and Twitter, while the four-minute short film will be hosted on @eBaywatches Instagram and eBay’s YouTube page. Targeting will be prioritized to reach current and past eBay watch sellers and lookalikes to drive increased consideration of eBay as a destination to sell luxury watches.
 
 
Credits
 
Client: eBay
Social Lead, Luxury Watches, Renata Salazar-Costa
Associate Creative Director, Nina Louie
Social Media Community Manager, Sami Huda 
Social Media Community Manager, Nancy Phatsaphaphone
Social Lead, eBay Core, Jordan Lampe
Account Manager, Perla Alvarez
Account Manager, Lauren Hopkins
Account Manager, Kristina Driggs
Director of Creative and Social, Maryann Bell
Head of Social Media Marketing, North America, Jen Haley
Head of Operations and Production, Kira Moller
Sr. Manager Paid Social Strategy, Craig Weinberg
Media Manager, B. Kumar
Manager, NA Consumer Communications, Sammy Zola
 
Agency: The Many
Group Brand Director, John Line
Senior Brand Director, Rediate Tekeste
Associate Brand Director, Emily Hambleton
Project Manager, Jin Laqui
Creative Director, Kate Digilio
Creative Director, Mars Milisic
Associate Creative Director, Jacque Vavroch
Associate Creative Director, Amy Matheu
Senior Art Director, Frank Garguilo
Senior Designer, Sarah Burley
Senior Designer, Stephen Jablonski
Motion Designer, Gianni Arone
Group Strategy Director, Andy Craig
Strategy Director, Nicole Fuhrman
Social Strategy Director, Jessica Bedussi
Head of Production, Dave Horowitz
Senior Producer, Kim Vorse
Senior Producer, Sana Bawania
Media Director, Anthony Rocker
Talent Manager, Kisha Madrid
 
Production Company: Plus Plus
Managing Director, Dave Horowitz
Head of Content / EP, Trevor Paperny
Director, Mike Marshall 
Producer, Benjamin Scott
Director of Photography, Eric Robbins
Production Designer, Holly Trotta
Editor, Robert Frenette
Editor, Mike Bertin
Color, Loren White
Sound Design and Mix, Mike Noise

Panda Express Launches New Online Gaming Experience to Share Good Fortune in Celebration of Lunar New Year

Ty Gates | Jan. 18 2022

Panda Express, the largest family-owned and operated Asian dining concept in the U.S., introduces the Good Fortune Arcade, a unique online 8-bit game developed for guests to interact with the rich traditions of Lunar New Year and created in partnership with The Many. Available now through Feb. 15, 2022, guests can visit PandaLNY.com to play the Good Fortune Arcade and learn more about the origin story and food symbolism of Lunar New Year, while also receiving exclusive online offers at each level of the game. As part of its annual tradition, Panda is also bringing back in-store lucky red envelopes on the celebration day of Feb. 1, 2022, gifting guests with a limited time Family Meal promotion to share delicious food and good fortune with their family and friends.  
 
“Every year, we look forward to celebrating Lunar New Year with our guests, as this holiday universally signifies the importance of family and togetherness—the key values that also define us as a family-owned American Chinese restaurant,” said Andrea Cherng, Chief Brand Officer, Panda Express. “We are in a unique position to share culture and traditions through timeless and innovative experiences that both new and existing Lunar New Year celebrants can enjoy. With the Good Fortune Arcade, our goal is to create an authentic and inclusive way to bring people together over good fun and good food.” 
 
A Cultural Experience Through Gaming
The Good Fortune Arcade aims to evoke a sense of nostalgia while introducing a modern way of telling the Lunar New Year story. It consists of four levels, and players are tasked with catching the legendary monster behind the holiday’s origin, Nian, who has stolen their lucky foods. In each level, players will work to collect these lucky dishes, while dodging obstacles along the way. After each completed level, players will unlock a fortune card containing a discount code for online ordering only on PandaExpress.com or the Panda Express app through Feb. 28, 2022. 
 
 

Red Envelope Tradition for Good Luck 
For nearly 40 years, Panda has invited guests to celebrate Lunar New Year with loved ones through good food and good fortune. Continuing a beloved tradition, Panda Express locations nationwide will be handing out over one million red envelopes on Feb. 1, 2022 only, with a coupon for $5 off a Family Meal* and a free 22 oz. Fountain Drink**, as well as a collectible fortune card inspired by Panda’s signature lucky dishes. Panda’s customizable Family Meal helps guests come together to experience their own combination of Lunar New Year dishes and personal favorites. From Orange Chicken (orange for prosperity) to Honey Walnut Shrimp (representing happiness), Chow Mein (symbolizing longevity) and Egg Rolls (resembling wealth), there are countless options sure to make everyone happy.
 
Lunar New Year Youth Program for Digital Learning  
As digital learning continues to be essential for educators and parents nationwide, Panda has made cultural learning easier and fun through its free interactive online program — Let’s Explore!: Lunar New Year – giving educators and parents the interactive tools they need to spark cultural curiosity in students. As a part of this curriculum, Panda introduces a new role-playing game (RPG) that teaches the different traditions practiced during the 15-day holiday. Educational institutions that have signed up their classrooms for Let’s Explore! Lunar New Year will receive limited-edition booklets full of Panda offers, stickers and other fun activities. To date, more than 180,000 students will be experiencing the magic and joy of Lunar New Year through this community resource from Panda.
 
For more information on Panda Express and its Lunar New Year campaign, visit pandaexpress.com.
 
Catch the news on AgencySpy, Campaign, ChewBoom, MediaPost and Thrillist. Plus, check out the Good Fortune Arcade game on the jumbotron of a recent Brooklyn Nets game.

CREDITS
 
Client: Panda Express
Chief Marketing Officer, Andrea Cherng
Executive Director of Marketing, Kevin Holmes
Brand Marketing Manager, Jenny Lim-Lai
Associate Marketing Manager, Kyle Nishi
Community and Digital Marketing Manager, Sisi Zhang
PR & Communications Associate Manager, Emily Jitsumasa
 
Agency: The Many
Group Brand Director, Kylie Wu
Brand Supervisor, Allie Plantery
Group Strategy Director, Ashleigh Edwards
Senior Social Strategist, Regina Maziarz
Senior Integrated Producer, Brooke Horne
Associate Director of Project Management, Svetlana Kornilova
Group Creative Director, Josh Paialii
Associate Creative Director, Amy Matheu
Associate Creative Director, Jacque Vavroch
Senior Copywriter, Evan Chiplock
Senior Art Director, Cameron Bell
Art Director, Harper Biewen
Copywriter, Bryce Pangman
Director of Design, Jorge Andrade
Associate Design Director, Amy Woo
Designer, John Duch
 
Production Company: VTProDesign
Creative Director, Adam Amaral
Creative Producer, Melanie Kassis
Sound Design, Clay Schmitt
Pixel Art, Mykola Dosenko
Pixel Art, Romain Courtois
Level Design/Developer, Roberto Meza
Developer, Chris DelGuercio
 
Agency: Pal 8
Media Buyer, Karrmen Tshing
Media Buyer, Thomas Campana
 
Agency: Havas Formula
Senior Vice President, Brandy Stone-Butler
Associate Vice President, Chloe Zuanich
Senior Account Supervisor, Britania Weinstein
 
Agency: Sonnenberg Creative Group
Founder/President, Dave Sonnenberg

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