Logitech — Defy Logic



Logitech turned to Virtue to amplify their Defy Logic platform aimed at creator communities. “Defy Logic” celebrates and empowers those uniting under a common philosophy of challenging the status quo, rewriting the new logic of tomorrow, and in turn Defying Logic.

We placed the spotlight on seven “Logicians” from different backgrounds who each personify Defy Logic. These protagonists each use Logitech tools and technology in their own ventures and to connect with their rising communities. Representing the next generation pushing culture forward, our 2022 protagonists included Lizzo, Bretman Rock, Danucd, DJ Dave, Defaced, Elsa Majimbo, Kheris Rogers.



Working with our Logicians, photographer Joshua Kissi and director-duo We Are From LA, we created photo and video content showing how people succeeding on their own terms. We created stills and videos for Logitech social and our Logicians’ personal channels. Showing how Logitech powers and empowers communities around the web with the tools to thrive.


Additionally, we looked to evolve Logitech’s visual elements as well as typography to add emphasis and reflect an evolving view of the world. We created an Escher-inspired weight of Logitech’s brand typeface Brown. Working with Lineto we designed the custom type showing multiple perspectives of each letterform much like the famous “Impossible Objects.”


+ Made with the team at Virtue
GCD: Heather McTavish / CD: Kyle Lynah / ACD: Stefanie Gomez / Copywriters: Will Stallmeyer, Shakyra Moore / Art Director: Joe Ferraro / Design: Sarah May, Mel Hayes / Producers: Ken Kitch, Julie Vosburgh / Director: We Are From LA / Production Company: Iconoclast / Editor: Leo Scott @ Cartel and many others.




 Delta — Enjoy the Air



VIRTUE created Enjoy the Air — a new brand platform for Delta’s premium cabin products that focuses on the emotional benefits of flying premium in a category that often focuses on functional benefits only. In it, we invited passengers to reframe how they think about travel, showing that in a Delta Premium cabin, the flight is something to savor, not sit through. For the platform’s initial launch, we created a suite of holiday campaign assets that encourage shoppers to upgrade their own travel for the holiday season, or give the gift of elevated travel to loved ones.




In short, the ask was to craft a mid-lower funnel campaign under ‘Enjoy the Air’ to drive premium trial and gift card purchases during the holiday. 20M+ SkyMiles Members led to a +10% increase in Cyber Monday revenue compared YoY. Delta’s most successful Cyber Monday launch to date and our Enjoy The Air creative resulted in 4.4x higher engagement on the Delta homepage.




+ Made with the team at Virtue
ECD: Heather McTavish / CD: Kyle Lynah / Copywriters: Shakyra Moore, Will Stallmeyer / ADs: Lena Laque-Almond, Joe Ferraro / Designer: Daniel Hong / Executive Producer: Ken Kitch / Producer: Kara Bello / Production Co: Untold Studios / Photographer: Rosie Matheson / Retoucher: Kaia Zak and many others.




Poppi — Prebiotic Soda



“The Future of Soda is Now” is the debut anthem film made with VIRTUE and poppi. It celebrates a new era for soda, emphasizing Poppi’s commitment to being a healthier alternative with prebiotics, low sugar, and no artificial ingredients. The nostalgic sounds of the 80s synth bop “Only You” by Yaz heightened the anthem’s appeal, perfectly capturing the brand’s essence.




+ Made with the team at VIRTUE
ECD: Heather McTavish / CD Design: Kyle Lynah / Copy: Will Stallmeyer, Shakyra Moore / Art: Joe Ferarro / Executive Producer: Kara Bello / Director: Agostina Galvez / Production Company: Radical / Post: Whitehouse & Carbon / Editor: Sam Puglise-Kipley / Asst. Editor/VO: Cailin Curry and many others.





Fontal Lobe              


︎︎︎ Fontal Lobe is a handwritten typeface made in collaboration with Thom Baginski. In late 2016, Creative Director/Copywriter Thom Baginski had brain surgery. He lost a tumor, but gained a unique style of handwriting. Working together, we turned his handwriting into a typeface and created designs that showcase his humor and handwritten type. Over 200+ characters of Thom’s handwriting were translated into a three-weight font family. Using OpenType features the typeface has some fun, semi-randomization with tons of alternates for setting type. 





Mark

Logitech — Allyson Felix



Allyson is a decorated track and field sprinter, an entrepreneur, a mother, an advocate for mothers on and off the track, a five-time recipient of the Jesse Owens Award, a record-setting winner of 11 Olympic medals. She’s started a shoe brand made designed by women for women called Saysh and she is also the embodiment of the Logitech’s Defy Logic ethos. She has turned old logic on its head and carved her own path in the world, all while empowering others to do the same for themselves.




Along with the ad running during the Tokyo Summer Olympics, we created a short 2 min documentary all about Saysh’s story with Logitech’s support and partnership for Vice.com.



+ Made with the team at Virtue
CD: Heather McTavish / ACD/Art: Kyle Lynah / Copywriter: Will Stallmeyer, Heather McTavish / Art Director: Joe Ferarro / Designer: Mel Hayes / Producer: Ken Kitch / Director: Bianca Poletti / DP: Corey C. Waters / EP: Jackie Calleiro / Production Company: Epoch Films / Editor: Nina Sacharow and many others.