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What we create

More courageous creativity. More validated, too.

Our ability to align audacious creativity with individual consumer motivations lets us do more than hope for brand love — we methodically engineer it throughout the consumer journey.
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Marzetti Simply
It Simply sells itself.
It Simply sells itself

When you have a line of salad dressings that are just 50 calories, 2g of sugar or less, and they taste great—it nearly sells itself. So, we decided to keep the messaging simple. Like, reallllllly simple.

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"3 Simple Things"

We created thirty second commercials that could have been fifteens.
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"Slower"

We created thirty second commercials that could have been fifteens.
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"Why Are We Still Here"

We created fifteen second OLVs that encouraged viewers to skip.
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"So Many Uses"

We created fifteen second OLVs that encouraged viewers to skip.
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We created social posts and banners that embraced the white space.
We created social posts and banners that embraced the white space.
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And we encouraged influencers to create their simplest recipes ever.
In the first 30 days alone:
+ 8.6% in Sales
+ 1.2 Share Points
~ $40MM Annual Projection
Recognition
“Through clever humour, comedic timing and a touch of unexpected awkwardness, the ads highlight the brand’s commitment to simplicity and deliciousness.” - Little Black Book
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CLA
It Takes Balance
We can even engineer brand love for an accounting firm.


We took a riderless bike and turned it into a metaphor. Then, with a little movie magic, we took that metaphor on a ride through the real world of our client’s clients’ businesses. Thanks to the bike, CLA is now the accounting firm that brings balance to businesses around the world.

IMPACT
74%
Our riderless bike drove completion rates to 74%
191%
Qualified, media-driven leads were up 191%
200%
Click-thru rates were 200% above benchmarks
Awards & Recognition
Branding
An accounting firm wanted to get noticed. We got them there.
In this campaign (the brand’s first ever), we had to get CLA lots of attention in a meaningful way. We started with the insight that every business decision is emotional at some level. Every day, a business owner’s choices between numbers and people is the stuff that keeps them up at night. CLA gets it and helps business owners find the balance they need. What better way to tell the balance story than with a bike – a riderless bike that roams the world in perfect balance.
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CLA brings balance to business in this story as a riderless bike travels through the real world. See if you can tell which scenes are the real bike and which ones are CGI. Bet you can’t.
From the very broad brand spot, we take the message of balance to the many industries that CLA serves.
From the very broad brand spot, we take the message of balance to the many industries that CLA serves.
It’s not just industries that can benefit from balance. CLA brings balance to nonprofit organizations and education, too.
The balance message never gets old.
When CLA brings balance to health care, everyone benefits.
We kicked the campaign off with a full-page ad and a fully-integrated digital program with The Wall Street Journal.
We delivered targeted messaging with two cover wraps on two issues of Fortune magazine that reached 40,000 decision-makers.
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Pebble Beach Resorts
Bigger than Golf
100 Years In the Making

As the Pebble Beach Resort neared its 100th Anniversary and would host a US Open in the same 18 months, they were completing major resort renovations and an expansion. Aggressive goals for occupancy, Rev/Par and ADR drove the disciplined planning and development of the milestone campaign and program.


To achieve these aggressive goals, it was quickly agreed that the targeting would need to expand beyond the core golf target, and included both the C-Suite and affluent travelers seeking new, unique experiences. The creative strategy leveraged a unique duality, paying homage to the storied history of the brand while reinforcing the commitment to innovating and modernizing the guest experience. The resulting creative platform was aptly titled: History in the Making.

IMPACT
37% Video Click Rate
1M+ Video Completes
40M+ ​ Impressions
Media partnerships
Branding
The campaign executions were planned to launch in a coordinated sequence of new product launches and promotions. In addition to the paid advertising, The Shipyard developed a centennial logo, commemorative wine labels and a host of other supporting design elements.
Combining video, print, and digital display, the campaign seamlessly leveraged the emotional appeal of History in the Making, while educating audiences about the renovations, additions and elevated experiences throughout the resort.
Combining video, print, and digital display, the campaign seamlessly leveraged the emotional appeal of History in the Making, while educating audiences about the renovations, additions and elevated experiences throughout the resort.
Combining video, print, and digital display, the campaign seamlessly leveraged the emotional appeal of History in the Making, while educating audiences about the renovations, additions and elevated experiences throughout the resort.
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Waldorf Astoria Monarch Beach Resort
ChillLuxe

When consumer insights revealed that audiences viewed Monarch Beach as upscale, while at the same time comfortable and relaxed, we positioned it as the ultimate place you can be “Chilluxe”. 

IMPACT
6.7x expected​ Booking rate
92% CTR
390% VCR
TSY developed the brand position “ChillLuxe,” affirming MBR as a destination unto itself, that provides a holistic wellness product (natural setting & on-property​ amenities) that aligns with evolving​ travel behaviors/preferences.
A one-of-a-kind Pandora playlist drove consumer engagement and even played at the resort to drive auditory affinity and recall for the "Chilluxe" brand.
Research concluded print was still an important avenue to connect with MBR's core audience. Customized print ads furthered MBR's pursuit of "Chilluxe".
Research concluded print was still an important avenue to connect with MBR's core audience. Customized print ads furthered MBR's pursuit of "Chilluxe"
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Mammoth Lakes Tourism
The Real Unreal
We engineered mountainous awe by showcasing mind-blowing nature

When there’s only one word to describe a landscape as majestic as Mammoth Lakes, California, you own it. Then you let nature do the rest of the talking — or in our case, the showing. 

Brand Campaign
It’s as real as unreal gets.
In a world consumed by the manufactured realities of social media and deepfakes and the metaverse, there is still a place so naturally extraordinary it simply doesn’t seem real, even when you’re surrounded by it. This is the Real Unreal of Mammoth Lakes — a pure, unfiltered, authentic unreal. The kind of unreal that deserves to be protected. #KeepMammothUnreal.
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The Real Unreal - Mammoth Lakes, California, is unreal natural beauty at every turn. Which is very different than the “unreal” whatever you find on social media.
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55,000 Years - It’s taken millennia for Mammoth Lakes, California, to form into the unreal landscape it is today. Ponder that on your next weekend getaway.
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Another Planet - Mammoth Lakes, California, is like a whole other planet. Except on this planet. Which is pretty unreal if you ask us.
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Acres - Mammoth Lakes, California is big. Really big. It’s also mind-blowingly beautiful, and we’d like to keep it that way.
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How Unreal - Mammoth Lakes, California, is so unreal you may not even trust your senses to tell you how real it is.
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Edibles - In Mammoth Lakes, California, there’s a reason everything is so unreal. Mother Nature, you’ve got some explaining to do.
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Visit California
Am I Dreaming?
We took travel seekers on a rip-roaring joyride over California just before the Super Bowl

From a mix of live-action shooting and cutting-edge 3-D modeling, to an aggressively negotiated media presence centered around some of live sports’ biggest events, we helped California make a big leap back into the spotlight.

Highlights
Super Bowl Pregame Sponsorship
California Star Power
Winter Olympics
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Am I Dreaming? :60
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Am I Dreaming? :30
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California Grown
Grown To Be Great
We moved people to purchase California commodities.

Comprehensive digital and video advertising solutions lean in to humor and wit to educate consumers on why California grown products are better than domestic and international options. The points of differentiation extend beyond just the freshness and quality, and remind everyone that in California we do it a bit different. After all, California Grown commodities are Grown to be Great.  

IMPACT
68% Video Completion Rate
16.85% engagement rate
5x greater than goal
Branding
Grown to be Great.
Our ‘Grown to be Great’ campaign uses humor, hyperbole, and a fresh bold look to both champion our commodities and playfully demonstrate just how obsessed some people can get about their food and where it comes from. Visually, we knew this work (and our commodities) needed to stand out. So, we embraced our California-ness and all things bold when choosing our campaign colors, typographic treatments, and casting.
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Each humorous vignette celebrates the joy and quirky obsessions of those who eat and cook with the world’s best fruits, nuts and vegetables. The work was shot by highly acclaimed comedy director Mike Bernstein.
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Each humorous vignette celebrates the joy and quirky obsessions of those who eat and cook with the world’s best fruits, nuts and vegetables. The work was shot by highly acclaimed comedy director Mike Bernstein.
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Each humorous vignette celebrates the joy and quirky obsessions of those who eat and cook with the world’s best fruits, nuts and vegetables. The work was shot by highly acclaimed comedy director Mike Bernstein.
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VSP Vision Care
That’s Vision Accomplished
We moved people to explore their eye care options

In a new assignment for VSP, we developed a unified campaign for three lines of business that showed how vision can play an important role in accomplishing our everyday goals.

THE PLAN
414 million impressions
20 spot markets
25% lift
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VSP Vision Care “Remote Work”

Enduring endless zoom calls without gouging your own eyes out — this counts as a major win in 2020.

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VSP Vision Care “Binge”

Marathon viewing sessions of your favorite shows? These are the little joys in lockdown.

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VSP Vision Care “Home Improvement”

Who doesn’t love a little DIY backyard beautification project? Especially when it involves a life size dolphin topiary.

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VSP Vision Care “Distance Learning”

Transforming our homes into everyday classrooms has its challenges. Here’s to passing that test with flying colors.

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San Diego Tourism Authority
Happiness Is Calling
We got people to answer the call of happiness by engineering brand storytelling.

Across all media channels, San Diego’s brand advertising not only delivered good vibes, it consistently delivered travel intent and helped drive overnight hotel stays.

IMPACT
50% unaided awareness
35.8 million visitors
$11.5 billion economic impact
Awards & Recognition
BRANDING
Happiness is calling.
Insights from consumer research pointed to San Diego as a place that brings out the best version of one’s self. Laid-back and relaxed, with diverse and vibrant experiences, San Diego is California’s quintessential Beach City, inspiring optimism and positivity. We developed a creative platform with a built-in call-to-action beckoning people to experience San Diego’s good vibes. From TV commercials and original video content series, to print advertising, out-of-home and digital, we shared a dose of the brand’s sunny outlook.
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With an uplifting song and imagery that embodies San Diego’s lighthearted, youthful attitude and breadth of experience, the signs of a good time ahead are all positive in this anchor TV spot.
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Everyone needs a bliss break from time to time, a quick trip to their happy place amidst the social scroll.
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San Diego is full of bright ideas — pool parties to crash, waves to rip, hikes to conquer, museums to wander — ready to be shared one at time in this short-form content series.
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This original video series features local San Diegans as guides to all the good stuff San Diego has to offer, from the craft beer scene or Cali-Baja movement to neighborhood deep dives.
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Headlines cleverly disguised as signs remind readers why there is so much to smile about in San Diego.
Headlines cleverly disguised as signs remind readers why there is so much to smile about in San Diego.
Headlines cleverly disguised as signs remind readers why there is so much to smile about in San Diego.
Headlines cleverly disguised as signs remind readers why there is so much to smile about in San Diego.
Headlines cleverly disguised as signs remind readers why there is so much to smile about in San Diego.
Headlines cleverly disguised as signs remind readers why there is so much to smile about in San Diego.
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Weleda
Inner Nature
The natural beauty of data and creativity living in harmony.

The Shipyard helped Weleda reinvigorate a 100-year old brand with a unique natural beauty story and a novel approach to engineering brand love across 575 audiences simultaneously. With every audience representing another revenue stream, hundreds of audiences drove exponential growth for the brand.

BEAUTIFUL RESULTS
Double-Digit Retail Growth
235% D2C Growth
#1 Natural Personal Care Product
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Visit California
California Road Trip Republic
We tapped into a growing road trips zeitgeist to engineer a competitive advantage for California.

From custom advertising solutions to experiential activation, we engineered the California road trip experience across the entire media ecosystem to capture and engage audiences.

Impact
90% positive sentiment
10% lift (western region markets)
20% lift (other national markets)
Branding
California is a road-trippers dream.
As the most talked about U.S. state in the road trip conversation, California is the ultimate destination for hitting the road. We appealed to the road trippers desire to step outside the structure of daily life and experience a true sense of freedom and discovery in the California Road Trip Republic — state and state-of-mind, where bold adventurers come in search of bucket-list experiences, awe-inspiring escapades, and transformation through transportation.
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California Road Trip Republic Case Study - Awareness-building advertising, custom platform-first experiences designed for digital discovery, and an immersive live activation at Waterloo Station took consumers on a full funnel journey.
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Born to Be Wild - Off-the-beaten-path backdrops combined with a creative adaptation of the iconic Steppenwolf song “Born to Be Wild” brought California’s distinct road trip vibe to life in this anchor video asset.
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Buckled In - A series of six-second video assets added depth and dimension to the California Road Trip Republic story.
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Odometer - A series of six-second video assets added depth and dimension to the California Road Trip Republic story.
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Curiosity - A series of six-second video assets added depth and dimension to the California Road Trip Republic story.
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Partnerships
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Bollé Brand Positioning
Details Matter
Rebuilding a gear brand at high speed

The brief was clear: rebuild the Bollé brand in North America. So rather than making decisions in a vacuum-sealed boardroom, we aired out multiple new Bollé brand stories in real media, giving guidance and confidence to the next wave of brand bets we’re helping Bollé make (and sold product along the way).

Brand Positioning
Details Matter.
Our digital campaigns leveraged social media and programmatic media channels (including video, display, high impact, native, and more!) to increase awareness and interest in the Bollé brand. A mix of video, static and high-impact digital assets tailored to each audience segment helped drive digital to a unique Bollé microsite, each dynamically generated to reflect the brand story a consumer clicked on. The microsite creates engagement and further interest in the Bollé product portfolio, and then directs to online and offline retailers to complete purchases.

Our ability to use digital to drive both online and offline sales for key retailers provided Bollé with the momentum needed to successfully relaunch their brand in North America.
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Discover performance eyewear not just designed for perfectionists, it’s designed by perfectionists. See for yourself in perfect detail.
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We don’t sponsor athletes. We put them to work designing, testing and improving everything we do so it outperforms all expectations in competition.
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Your confidence and sense of style clearly show in frames that stand out in a crowd of sameness and lenses that share DNA with fighter aircraft.
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French design for looks. French engineering for the most technologically advanced performance optics and frames you’ll find anywhere.
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Performance eyewear that knows no limits. Lenses deliver unrivaled optical clarity. Frames that adjust to hold on no matter how far you push them.
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Every detail in our technologically advanced lenses is designed to perform with unmatched optical clarity. See for yourself in perfect detail.
Advanced-technology optics, fully-adjustable frames. Even the athletes who help design and test our performance eye wear find them hard to beat.
Before, during, and after the ride, you’ll look good and see even better with advanced Phantom lenses in fames that adjust for a tailored fit.
You expect flair from French design. But French engineering has flair of its own – advanced Phantom optics, adjustable frames for a truly custom fit.
Vision, focus, and clarity get you to your personal best. Our lenses deliver all three in frames that adjust to hold on no matter how far you push them.
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SDG&E
It’s Time To LOVELECTRIC
By busting EV myths, we compelled people to LOVELECTRIC

When EVs first arrived, they were “the future”. But they posed big challenges. Too expensive, short driving ranges, and charging stations few and far between kept people from jumping in. But we’re there now. EVs are less expensive, have longer ranges, and thanks to SDGE, there are thousands of charging stations all over San Diego. It’s time to LOVELECTRIC.

Impact
20.3 million impressions
54% completion rate
Nearly 50 thousand engaged users
Branding
It’s time to LOVELECTRIC.
Myth busting is fun. And pretty funny. Especially when you can relate to it. With each message, we served up a truth about EV driving and just how good it is. EV ranges are longer than ever. Charging stations are everywhere. And it’s downright economical, making an EV a smart family car. By letting people see themselves in the campaign, they start to see an EV fitting into their life.
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All marriages are the same. One person makes a broad generalization, the other is delighted when their spouse is proven wrong. The fact is that San Diego has EV charging stations here, there and everywhere, making it easy to LOVELECTRIC.
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It’s everyone’s greatest fear when it comes to EVs– being stuck on the side of the road with no power and no charging station for miles. But with EV ranges now longer than ever, we turn the tables and see an EV driver come to the rescue of a famil
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EVs are for the well-funded. Or so some think. Truth be told, EVs are a smart choice for a growing family. Take the tax credits and incentives, add the fuel efficiency, and maintenance costs lower than with gas cars, and you’ll see how economical
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EVs are everything we want, quickly rendering gas vehicles a thing of the past. Which may leave the next generation wondering why we left our home to fuel our car?
Oil change? That’s still a thing? - EVs not only cost less to fuel, but also less to maintain. So saying “I have to take my car in” will more likely refer to parking it in your own garage.
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Mammoth Lakes Tourism
No Small Adventure
We engineered reconnection with nature in a digital world.

When you have a campaign called “No Small Adventure,” no small marketing solution will do. Mammoth Lakes is a larger-than-life destination, and what better way to show it off than with an immersive 360º experience?

IMPACT
107,776
15.3 million
12.3 million
Awards & Recognition
BRAND ACTIVATION
We brought Mammoth Lakes to life virtually.
Leveraging the growing trend of getting back to nature, we created ‘360 Degrees of Adventure’ to showcase the year-round awe and exhilaration on offer in Mammoth Lakes through 360º video. This immersive content was deployed across a range of digital and social channels, and activated in a full VR lounge at key trade shows.
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With a production that stretched over nine months, we captured Mammoth Lakes across seasons to allow users to explore this majestic adventureland in 360 degrees.
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BrewDog
It’s AF Time
Putting the bite into alcohol-free brews.

When BrewDog wanted to launch its alcohol free brands in North America, we gave "AF" an entirely new meaning. 

IMPRESSIVE AF
↑45%
↑357%
↑210%
Advertising
Make anytime AF time.
Creatively, we wanted to explore the bevy of occasions that an AF beer puts back on the docket. This may have even included pregnancy, which may have singlehandedly generated around 42% of site traffic that directly led to AF sales (before it was pulled).
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We flipped the script to build brand awareness, focusing on AF beers that can be sold online and easily shipped over state lines.
So we wanted to challenge the conventions of when beer would be an acceptable beverage choice.
The further we pushed, the better the performance. And when we chased when-to-drink messages with taste messages … cha-ching.
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