As the 2011 NFL season approached, Adidas asked Mutt to help launch their newest football cleat, the Adizero 5-Star. At a mere 6.9oz, it was what Adidas described as the lightest cleat ever made. Using Kansas City Chief’s star safety Eric Berry, Mutt brought to life the performance story of lethal speed and dynamic support through a simple product truth. Light equals fast.
Gap’s agency of record, Ogilvy & Mather, asked Mutt to partner with them and help the iconic clothing company connect with a new generation of consumers. It was Mutt’s task to launch the Spring/Summer 2012 line and the resulting campaign embraced bold colors, youthful optimism and unbridled joy. Using a modern voice and art direction, Mutt reminded consumers that Gap is a beloved American brand that will continues to be a trendsetter in the clothing industry. The 2012 “Be Bright” initiative has been credited with Gap’s February and March sales, that shot past analysts’ expectations.
Gerber is the largest and most success knife and tool company in the world. With over seventy years of iconic craftsmanship, Gerber is a classic brand looking for a way to share their story of a small handmade knife and tool maker that has evolved into an industry leader. Within Gerber's heritage, Mutt found an indomitable, pioneering spirit and commitment to high quality products. Taking all of this into account, Mutt positioned Gerber as an unstoppable problem solver. Work included a complete identity re-design, the development of unique product catergories and a brand new e-commerce web experience. The resulting rebrand is the perfect marriage of Gerber's historical successes and future innovations.
SHOT Show BoothSHOT Show BoothSHOT Show BoothSHOT Show BoothSHOT Show DisplaySHOT Show DisplayThe Walking Dead Photo BoothThe Walking Dead Photo BoothOld LogoSketchesSketchesLogo ExplorationsFinal LogoLogo PlacementLogo PlacementRetail WebsiteRetail WebsiteRetail Website
Mello Yello
Ever since the 60s, the official beverage of youth culture has been the hip citrus zing of Mello Yello. Over time, however, this soda category had become overly crowded. Mello Yello was determined to carve out its position, and more importantly, differentiate their classic cool from other citrus soda brands in the market. Mutt went back to the basics, and drew from the 60s psychedelic counterculture from which it was originally born. By blending new and old animation techniques such as 2D Cel and CGI the film was a beautiful blend between retro and modern.
Animated Journey
NFL Network
NFL Network came to Mutt to help promote the events leading up the NFL Draft and increase viewership of “Path to Primetime”; the journey college players take on their way to the NFL Draft. In its simplest form, football players are just like any other kid graduating college, it's their time to prove their value in the competitive job market and get hired. Mutt interpreted and explored this as, "The Toughest Job Interview on Earth." The campaign suite included a 23 spot package, print, digital and OOH. The “Path to Primetime” campaign resulted in the 2012 NFL Draft, Round 1 highest-rated viewership ever, up 18% from 2011. More than 25 Million watched the first round of the 2012 NFL Draft on NFL Network and NFL Digital Properties, setting all-time records.
Path To Primetime LaunchPresentationsStart DateSuhRed CarpetBig BoysThe CallCombine OOHCombine PosterDraft PosterCombine PrintDraft PrintCombine Web SkinDraft Web Skin
Nike
Nike asked Mutt to help with their newest product superiority campaign - the launch of the Vapor Talon football cleat. The spots featured a new shooting technique, capturing never before seen footage from the POV of the shoe in competition. This technique allowed for detailed explanation of product features, further positioning Nike as the leader in athletic innovation. The first spot launched for the 2011 BCS championship where it was worn by both LSU and Alabama in the title game. It was followed by a take down spot featuring the BCS National Champions, The Alabama Crimson Tide. To date, the spot has gained over 1,272,000 views on Youtube. The second spot, Vapor Talon Elite, launched just days before the Super Bowl. As the whistle blew it was the #1 sports video and #4 overall video viewed on Youtube. Less than 72 hours after its launch the spot had gained over 1,456,283 Youtube views. Following the game, 3 digital shorts were launched detailing specific product features.
BSC Championship Digital SpotBCS Championship ALA - Digital Short Super Bowl Digital SpotLightweight - Digital ShortStability - Digital ShortTraction - Digital Short
Hi.
Our name is Mutt and we work under a bridge beside a train in Portland, OR. We are a family of passionate problem-solvers who paint and write, debate and incite. Our gift is telling stories: about football, fashion, dead guys, whatever. Oh, and we have a motto: Beauty. Truth. Simplicity. Hopefully after looking at our work this will make sense.
PS—For answers to your specific inquiries on Mutt please peruse this pithy PDF.
Steve Luker is a former executive creative director at Wieden+Kennedy, Portland where he oversaw creative and interactive work for Nike in the United States and Latin America, Coca-Cola, Starbucks and Target. While at W+K Steve managed a creative department of over 100 people and pitched and won the Electronic Arts, CareerBuilder and Heineken USA accounts, a combined billings of over 180 million dollars. During his tenure Steve won numerous awards, including two Gold Lions for the work he oversaw on Nike, and W+K was named Adweek’s Global Agency of the Year. Prior to W+K, Steve was creative director on the HP account at Goodby, Silverstein & Partners, where he worked with Mike McCommon to relaunch HP after its merger with Compaq. The resulting work was voted Campaign of the Year in 2005 by Adweek. Before that Steve was busy developing award-winning campaigns for Aspen, Norwegian Cruise Lines and Seattle Film Festival, amongst others: he was the Kelly Award winner in 1997 and a finalist the year before and the year after; he was awarded the coveted Best of Show at the ANDYs and The One Show; and The One Club in New York City voted two of Steve’s campaigns onto their Best of the Last Ten Years list in 2006.
Steve is a graduate of the Art Institute of Seattle.
Mike McCommon
Michael McCommon
Michael McCommon is a former creative director at Wieden+Kennedy, Portland. There he worked closely with current Mutt mates, Steve Luker and Scott Cromer. Mike served as creative director on Nike and Electronic Arts before leading and winning the pitch for the Heineken USA account. During his tenure, the agency was named Adweek’s Global Agency of the Year. Prior to W+K, Mike worked at Goodby, Silverstein & Partners (also with Steve) where he helped launch new campaigns for HP and Emerald Nuts. The resulting HP work was voted Campaign of the Year in 2005 by Adweek. Before Goodby, Mike worked at Hal Riney & Partners in San Francisco, where he met and began working with Steve on such clients as Discovery.com, HP, Sacramento Kings and Saturn. Mike and Steve’s work together at Riney garnered many awards,including Cannes Lions and Best in Show two years in a row at the Best of San Francisco Show. Mike began his career back at Wieden+Kennedy, Portland on Nike and ESPN. His efforts there earned him his first recognition in the advertising world as a Kelly Award finalist and a Tokyo Art Directors Club award winner.
Mike is a graduate of Art Center College of Design.
Scott Cromer
Scott Cromer
Scott Cromer is the former Director of Planning at Wieden+Kennedy, Portland. While at W+K he led the strategic charge on new business and helped the agency win the Coke, Diet Coke, Heineken and CareerBuilder accounts. During his tenure the agency was named Adweek’s Global Agency of the Year and the most desirable place for planners to work in the United States. In 2007 Scott won the prestigious Global Account Planning Group award for his work on Coca-Cola. Prior to W+K Scott worked at Leo Burnett, Chicago as a senior planner on the Kellogg’s, Nintendo and Beck’s accounts, where he won a Bronze Effie for Froot Loops. No kidding. Froot Loops. Early in life Scott pursued many different career paths. He was a sous chef at a three-star Italian restaurant in Ann Arbor, a doctoral student in child psychology in Chicago and an assistant archeologist in Guatemala. But it was his work as a counselor for emotionally disturbed children at a residential treatment facility in New Hampshire that led him to believe he might have a real knack for working with advertising creatives. His hero is Abe Lincoln and his favorite food is beef bourguignon.
Scott is a graduate of the University of Michigan.
