︎

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

poppi — Soda Thoughts


Choosing whether to have a soda can be a complicated decision. That’s why for our second campaign with poppi, we encourage soda drinkers everywhere to stop overthinking it. We debuted our 60-sec spot in an iconic moment for thinking about soda—Super Bowl LIX. And it worked. Our spot ended up being the Most Impactful Ad during the big game, earning the #1 spot in Buzz, Ad Awareness, and Consideration (YouGov).

Our hero spot dives into familiar soda moments, seeing people stuck in their own decision paralysis over which soda is the right choice for them. Until some influencers help them break free from their indecision with poppi—the soda with 5g or less of sugar.



+ Made with the team at Virtue
 ECD: Heather McTavish / GCD: Nari Kim / CD/Design: Kyle Lynah / Sr. Copy: Shakyra Moore / Sr. AD: Lena Laque-Almond / EP: Celia Williams / Director: Dave Meyers / EP: Dave Bernstein / Photographer: Cassidy Meyers / Production Company: Radical Media / Editor: Eddie Ringer @ Cartel and many others.




Poppi — 2024



“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: RadicalMedia / Post: Whitehouse & Carbon / Editor: Sam Puglise-Kipley / Asst. Editor/VO: Cailin Curry and many others.

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 Design: 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 — Retail & Premium Creative



Delta came to VIRTUE on the back of our Enjoy the Air campaign for an overarching approach to their retail promotions in 2024. We came up with the branding, photography, design elements, and tonal approach for their tent-pole sales in summer and winter. Our approach favored simplicity with a natural, minimal editorial feel. We created a bright, playful visual style to showcase Delta’s diverse travel offerings. Unique travel stamps added important details to candid, casual travel moments in a fun, lighthearted way.




Enjoy the Air

VIRTUE created Enjoy the Air — a campaign 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 campaign’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.




The ask was to craft a mid-lower funnel campaign 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
↳ RETAIL 2024 // ECD: Heather McTavish / CD/Design: Kyle Lynah / ACD-Copy: James Santiago / ACD-Art: Kat Broydo / Designers: Sarah May, Daniel Hong / Producer: Amanda Stroud-Amory / Photographer: Amanda Fordyce and many others.

↳ ENJOY THE AIR // ECD: Heather McTavish / CD/Design: 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.