The south is laden with old textile mill buildings. Some have been converted into upscale apartments, museums and community centers. Others remain abandoned reminders of an industry that has long since moved on. Then there’s Raleigh Denim Workshop – a North Carolina brand that began, in part, by salvaging machines and equipment from these forsaken spaces. When we set out to capture their story, we knew we wanted to juxtapose the collapse of one era against the surprising rise of a new one.
Director: Jeremy Lethco
DP: Austin Grebenc
Producer: Sydney Hull
In our first campaign for the South Carolina Education Lottery’s CashPop game, we asked the question “what would it look like for a neon sign to come to life?” So when they asked us to return to this creative, we wanted to push that idea forward. We decided to visualize how winning some cash can unexpectedly change the trajectory of your night by having our neon-sign-person literally pull our protagonist through an evening of tacos, dancing and, finally, wrapping up on the beach at sunrise with a few friends.
Director: Jeremy Lethco
DP: Austin Grebenc
Producer: Maddie Cowan
In our earliest conversations with owner Daniella Doyle, we asked her about the name. She mentioned a poem by Isak Dinesen – “The cure for anything is salt water – sweat, tears or the sea.” Flowers, on the other hand, can be an instrument for grieving and also a reminder of nature’s wild beauty. Her company exists in the tension that stretches between these ideas. So we made it our goal to keep both of these ingredients, salt water and flowers, in as many shots as possible.
Director: Jeremy Lethco
DP: Austin Grebenc
Producer: Andrew Stewart
We packed up and headed out west to hang out with David Hunt (aka GrandPOObear), a professional gamer and world record holding speedrunner, and Andrew MacCalla, the Director of Direct Relief’s emergency response team, to find out how a niche video-gaming community singlehandedly raises millions of dollars for charities each year. Our hope is that by showcasing the surprising connection between gaming and philanthropy we will be reminded of a greater truth: that no matter what we do, we can do it in a way that makes the world a better place.
Director: Jeremy Lethco
DP: Austin Grebenc
Producer: Andrew Stewart
The creative team at Torque Creative, Techtonic Industries’s in-house advertising agency, began a partnership with two brothers from Georgia – the Sons of Sawdust. Matt and Ben Hobbs were building one of a kind tables from reclaimed wood sourced from old houses and barns across their state. TTI outfitted their shop with RIDGID® power tools and sent us down to Athens to meet them. What began with a few beers and a microphone unfolded into a beautiful story about woodworking, history, and how we can do the one without losing the other.
Director: Jeremy Lethco
DP: Austin Grebenc
Producer: Andrew Stewart
In the state of South Carolina, there is perhaps no greater rivalry than the one between the University of South Carolina and Clemson. We partnered with the South Carolina Education Lottery and Chernoff Newman to create a campaign promoting dueling scratch off tickets (one branded for each of the two schools) that played up the divisiveness of this rivalry. But, in our third and final year of the campaign, we pitched a new direction – a reminder that rivalries, while fun, cannot overcome the bonds of friendship.
Director: Jeremy Lethco
DP: Austin Grebenc
Producer: Maddie Cowan