For more than a decade, the Pure Michigan campaign has been one of the most memorable and visually stunning tourism efforts in America. To build on that legacy — and promote the state in a way no other travel brand had attempted — we captured natural sounds from Michigan’s most iconic locations. We then partnered with Michigan musicians to transform those field recordings into a full-length ambient album, giving new audiences a virtual sunrise-to-sunset tour of the state.

The album launched on all major streaming platforms, driving listeners to our website and introducing them both to new travel experiences and the artists behind the music. Within a week of its release, Pure Sounds of Michigan reached No. 9 on Billboard’s New Age Album chart.

Awards:

• 04/2020: Detroit Music Awards: Outstanding Electronic/Dance Recording, "Pure Sounds of Michigan" Various Artists
• 03/2020: N.A. SABRE Awards (PRovoke Media) – Finalist: Digital & Social Media / Digital Campaign
• 02/2020: IN2SABRE Awards (PRovoke Media) – Finalist: Audio / Podcasts & Music
• 01/2020: HSMAI Adrian Awards – Platinum Winner: Public Relations Innovation
• 12/2019: The D Show (Adcraft Detroit) – Finalist/Silver: Audio
• 12/2019: The D Show (Adcraft Detroit) – Finalist/Silver: Integrated
• 12/2019: The D Show (Adcraft Detroit) – Finalist/Silver: Low-Budget Integrated
• 11/2019: Best of Social Media by WTM (World Travel Market) London – Winner: Awfully Entertaining Social Media (Awesome) Award
• 06/2019: Billboard – #9 New Age Album Chart

April 9, 2019 | "Childhood Memories" by John Beltran
April 23, 2019 | "Forest Trails" by Windy & Carl
May 9, 2019 | "The Rock" by Waajeed

#9 Billboard Top New Age Albums
May 30, 2019

Credits:

• Creative Leadership & Concept: Iain Lanivich
• Group Creative Director: Tony Kause
• ACD/Copywriter: Jaime Perry
• Producer: Bryan Fenster
• Production: Assemble Sound (led by Garret Koehler)
• Producer: Kaylan Waterman, Assemble Sound
• Marketing Director: Nicole Shackelford, Assemble Sound
• Executive Producer/Composer: Blair French
• Audio Engineer/Composer: Eddie Logix
• Composers: Dave Graw, Todd Modes, Windy Weber, Carl Hultgren, John Beltran, Erik "Nuntheless" Washington, Alexander Vlachos, Sterling Toles, Robert "Waajeed" O'Bryant
• Harpist: Ahya Simone
• Flautist: Rafael Statin
• Photographer/Videographer: Andrew Miller
• Vinyl Production: Archer Records
• PR Support: George Corona III, Terrorbird Media

Following the launch of the One Pride brand platform, the second year of the campaign focused on evolution. With bankruptcy finally behind the city of Detroit, we shifted the visual language away from the cityscape and built a more powerful, symbolic foundation. Stone lions became the core imagery—representing both the team and the community as proud, powerful members of the pride—while a blue storm underscored the collective fight shared by players and fans alike.

A key objective was to bring authentic elements of Lions culture to life. The theme “Defend the Den” became the rallying cry for all home games, woven into ticket collateral, advertising, and even featured prominently on the front of Ford Field. (Design direction by Brett Warkentien.)

At its heart, the campaign brought the brand’s message full circle: We are One Pride, and together we Defend The Den. Go Lions!

​Design direction by Brett Warkentien.

Player Introduction Video

Pre-Game Hype Video

Preseason Teaser :15

After a difficult 2012 season, the Lions were looking for a way to rally their fans, while the city of Detroit was on the verge of declaring bankruptcy. We needed a platform that could energize and unite Detroiters. Our insight was to tap into the deep affinity Lions fans have for both their team and their city. We didn’t need to create a conversation — we just had to give shape, tools, and direction to one that was already happening.

The idea was simple in both concept and execution: if we all work together, we can restore greatness to our city and our team. And that simplicity became its power: One Detroit. One Pride.

It wasn’t just a campaign for a sports team; it was a call to arms for an entire city — placing a recognizable symbol at the center of Detroit’s indomitable spirit. It put the city at the heart of the message and used the Lions’ trademark Honolulu blue to drive the point home. It gave people something to belong to.

​The concept was fully integrated across broadcast, print, collateral, in-stadium, digital, and social. The conversation exploded across social platforms, and #OnePride began appearing on bridges and iconic Detroit landmarks.

Highlights:

• The NFL asked the Lions to showcase the campaign at the league owners meeting as a model for modern team marketing
• In 2014, #OnePride surpassed generic tags like #DetroitLions across major social platforms
• Nike One Pride T-shirts became the top-selling featured item at the Detroit Lions Pro Shop and online store
• The platform endures — running from July 2013 to the present, with no plans for retirement​

Awards:

• 12/2014: The D Show (Adcraft Detroit) – Finalist: Print / Out-of-Home, "One Pride" Stadium Tunnel

Credits:

• Creative Leadership: Iain Lanivich
• Art Direction & Design: Brett Warkentien
• Copywriting: Jason Danielewicz
• Account Management: Dave Munson
• Production/Post-Production: Digital Image Studios

To position the Chevy Silverado HD against the Ford Super Duty’s all-new PowerStroke diesel engine, we created Max & Al — a personification of the Duramax Diesel engine and Allison transmission powertrain, brought to life by Patrick Warburton and Craig Robinson. This fully integrated digital campaign targeted heavy-duty truck drivers — a predominantly male audience that values proven, long-term dependability. Our message was simple: with a decade of real-world success and over one million miles under its belt, the Duramax + Allison duo had the experience that mattered.

The heart of the campaign was maxandal.com, an entertaining microsite where visitors could explore the lodge, watch episodic content, send tongue-in-cheek “congratulations on your new baby” e-cards to their Ford buddies, and interact with other branded elements. Beyond the site, we expanded the world of Max & Al through a custom Facebook tab on the Silverado HD page, a Facebook/mobile game that let users play as the duo, and a second mobile app designed to help Chevy truck fans “talk smack” to their Ford and RAM friends. We also partnered with Funny or Die to produce exclusive content hosted on their platform.

Supported by rich media banners, mobile ads, and search, the campaign generated significant online buzz, strong earned media impressions…
…and yes, it definitely pissed off Ford fans everywhere.

​Awards:

• 2011 FWA Awards: Mobile of the Day "Max & Al's Heavy Duty"
• 2011 Web Marketing Association WebAwards: Outstanding Website Award
• 2011 The D Show (Detroit) Awards: Integrated Branding Finalist, Branded Games Finalist, and Digital Branded Experience Finalist

The Man Cave integrated marketing campaign immersed consumers into the world of Alltel’s four quirky sales guys, extending the popular television campaign while highlighting the benefits of Alltel and the shortcomings of other networks. By developing the characters and storyline, the campaign created a fully engaging brand universe.

The cornerstone of the campaign was OfficialManCave.com—an interactive website offering an immersive 3D tour of the characters’ “secret lair,” featuring exclusive videos, interactive games, and user-generated content. Visitors could unlock hidden rooms, discover exclusive content, and access special offers from Alltel’s online store.

The campaign generated significant press coverage from outlets including USA Today, New York Times, and Adweek, while sparking lively online conversation across blogs, forums, and social media.

Awards:

• 2008 Effie Awards: Silver David & Goliath, Bronze Telecommunications
• 2008 Webby Award: Web Honoree, Telecommunications
• 2007 FWA Site of the Day
• 2007 Mobius Awards: Silver Website

Man Cave Architecture
(first-ever Steadicam room-by-room flythrough on the internet)​

Interactive Microsite
75+ videos, games and interactive elements.
Site designed by Dustin Davis and Michael Kern. Developed by Struck.

Microsite Videos
(Written by Jeff Perreca.)

Broadcast & Digital Interruption
(throughout the campaign, the sales guys interrupted various Alltel properties)

Promotional Materials

Credits:

• Creative Leadership: Mark Simon, Iain Lanivich, Jim Millis
• Art Direction: Dustin Davis, Derek Kuschel, Adam Ball
• Copywriting: Jeff Perreca
• Producer: John Burger
• Website Production: Struck

“My Circle on Trial” was designed as a buzz and awareness generator for Alltel’s My Circle program, and also served as a strategic transition from the previous “Icons” campaign after a cease-and-desist order prevented further use of competitor look-alikes.

We partnered with GMD Studios to create a seven-week mock trial, pitting Alltel’s My Circle against The People Against My Circle Foundation (PAMCF) for allegedly allowing customers to add people to their Circle without consent. The campaign leveraged three websites, including MySpace, to showcase the story from the characters’ perspectives. Each site featured weekly blog updates, audio/video podcasts, courtroom testimonies, and leaked evidence. In the end, the online audience served as the jury, casting votes to decide the verdict. Campaign seeding occurred through non-branded ads on legal blogs and discussion boards, encouraging users to engage with PAMCF’s Class Action Lawsuit narrative.

Highlights:

• Coverage in the Wall Street Journal helped the campaign go viral, generating extensive media attention and online buzz across publications, blogs, and social channels
• Users spent an average of over 10 minutes per visit, engaging deeply with the content
• Websites continued to attract ~1,000 daily visitors four months post-campaign
• The campaign set the stage for Alltel’s Chad & the Sales Guys integrated branding, demonstrating early, effective use of social media for major brand storytelling