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Luca Guadagnino’s WE ARE WHO WE ARE is a celebration of self. Through a series of digital activations and social media touchpoints we worked to connect our audience through the ethos and discovery of contemporary youth culture.

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Ahead of the premiere of Luca Guadagnino’s WE ARE WHO WE ARE we distributed kits to an extensive list of icons and personalities who have contributed to youth culture through their work and online presence. Inside the kit were two products that invited the recipient to internalize the themes within the series; a limited edition Eckhaus Latta tee and BIG DATA (TM) USB drive.

Working with designer and iconoclast, Caleb Flowers, we adapted his BIGDATA(TM) download concept into a physical USB. A zine-like curation filled with gigabytes of original imagery, video, music and other digital ephemera from the series’ talent and a selection of contemporary creators all responding to the questions ‘Who Are You?’ The USB was sent out in seeding  and given away to the public for free through a microsite.

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We tapped NYC fashion house Eckhaus Latta to design a limited edition run of their iconic Lapped Tee emblazoned with their own words around self-identity. The shirt was intended as a canvas for artists to create representations of who they are. We then asked five artist to rework the shirt: Jan Gatewood, Nathalie Nguyen, Left Hand LA, Rian Phin, and Nicole McLaughlin.

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"Chloë Sevigny is hosting an NTS Radio show  – and she’s taking requests"
-DAZED

In partnership with cult mainstay, NTS Radio, we programmed a five episode coming-of-age radio series. Each episode features a member of the show’s cast or crew, taking a deep dive into the themes of the show and parallels between their characters and their real life experiences. Episodes ranged from an interview with the music supervisor Robin Urdang, to Chloë Sevigny reading fan-submitted love stories.

FEATURED TALENT

CREATIVE CONCEPT / CONTENT CREATION / DESIGN / MOTION DESIGN / PROJECT MANAGEMENT / PRODUCTION

Creative Agency: KAMP

Production: KAMP

Post: KAMP

Collaborators: NTS, Eckhaus Latta, Caleb Flowers

September 2020

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ENCAPSULATING CONTEMPORARY YOUTH CULTURE FOR LUCA GUADAGNINO'S HBO SERIES

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The 2019 VMA's marked the award show's 35th anniversary, making it the ideal moment to open the VMA archives and celebrate the best moments in music, fashion, speeches and celebrities. Taking inspiration from the VMA wordmark, we developed a dynamic identity system that scaled across every touchpoint of the VMA's.

Inspired by moments past, present and future, the VMA arrow mark became the focal point of the campaign, giving viewers a digital remote to navigate. We worked with MTV to select the most noteworthy moments to bring back and teased what was to come at the 2019 awards.

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As a nod to the 35th anniversary moment, we created custom 3D award assets and placed the beloved MTV moonperson at the center of the campaign, creating a scroll-stopping system that built equity in the VMA brand.

After taking to social and broadcast, we scaled the campaign across key cities, print and the red carpet, bringing the history of the VMS's together in a moment to celebrate.

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CREATIVE CONCEPT / CONTENT CREATION / DESIGN / SPATIAL DESIGN / MOTION DESIGN / PROJECT MANAGEMENT / PRODUCTION

Creative Agency: KAMP

Production: KAMP

Post: KAMP

August 2019

EVOLVING THE CAMPAIGN IDENTITY FOR TV’S BIGGEST AWARDS SHOW

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To kick off the chilly months known as Cuffing Season, we brought together Chipotle, Hinge, Uber Eats and rom-com love guru, Rebel Wilson to spice things up.

With the insight that Chipotle is one of America’s favorite date spots, the Uber Eats exclusive Cuffing Season Menu offered three tasty ways to get the vibe right for any dating occasion, and included an opportunity to win one-on-one dating advice with Rebel herself.

Our love guru Rebel Wilson fronted the campaign, attracting audiences with her deadpan one-liners while a suite of assets swept in-app billboards, social, emails and push notifications.

We furthered our reach by partnering with the dating app Hinge, offering an in-app burrito prompt, an email blast and a series of social videos featuring Rebel completing her Hinge profile.

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We created 3 custom meal combos — a first for Chipotle — that were exclusive to the Uber Eats app, each with their own storytelling about the date they represent. The menu was a success, driving a 5% increase in total order value on Chipotle Uber Eats orders, and a 25% incremental increase of new Eaters to Uber Eats.

Additional motivation to order off the menu was generated with the opportunity to win individual dating advice with the hilarious Rebel Wilson and dating guru Matthew Hussey. Consultations with the winners were conducted remotely and broadcast via IG live, with highlight reels hitting the social channels the next day.

BRAND STRATEGY / CREATIVE CONCEPT / CONTENT CREATION / CREATIVE DIRECTION / DESIGN / PROJECT MANAGEMENT / PRODUCTION / MOTION DESIGN / SCRIPT WRITING

Creative Agency: KAMP

Production: KAMP

Director: Michael Johnson

Photography: Nat Gray

Post: KAMP

November 2020

REBEL WILSON ENSURES WE HAVE SOMETHING TO KEEP US WARM THIS WINTER... OR SOMEONE?

UBER EATS X CHIPOTLE: CUFFING SEASON

HINGE PARTNERSHIP

MEAL COMBOS

CUFFING SEASON SWEEPSTAKES

Kamp Grizzly is an independent agency creating meaningful connections between the world’s best brands & the cultures they participate in.