what brand bible and subway campaign
where & when thelab, 2015/2016
why & how Luxury bedding startup — and upstart — Brooklinen was growing fast and looking for its voice. Co-founders Rich and Vicki Fulop had a vision and we helped bring that vision into focus with the Brooklinen Brand Bible.
The Brand Bible set the overarching tone for both copy and visuals while leaving plenty of room for the brand to grow and play.
And play we did! The creation of the Brand Bible led to Brooklinen's first subway campaign — station dominations at Bedford Ave. and Union Square, two of New York City's busiest subway stations.
My copy partner and constant collaborator on this project.
No lie, it was a sheet ton of fun working on this one. Puns and kittens? Ugh, twist my arm. Getting a legitimate excuse to google "cute kittens on bed" is a rare gift.
Affectionately dubbed "winky," this shot was an on-the-fly catch — photo shoot art director Andrea Pabalan walked past the lovely Sveta resting between takes and grabbed photographer James Blanco, urging him to capture the moment before it passed.
Our original photo select for "Made." was deemed too racy by the media company. Oops.
The Bedford Ave. takeover included planning for 49 placements, including i-beams and turnstiles. The Union Square takeover was more than double that.
My crowning achievement, is of course this page load animation for the brooklinen.com site ;)
creative lead Anne Baker
copy & concept collaborator Claire Purcell
producer Rebecca Luccitti
additional creative collaborators Andrea Pabalan and of course, Rich and Vicki Fulop
photographer James Blanco
model Svetlana Siforova