For the release of Nikon’s KeyMission product line, a groundbreaking series of action cameras and accessories including the new KeyMission 360 Sub Rosa was engaged to create a compelling event experience for media, partner brands, and industry influencers. The approach was to create an experience as aspirational and immersive as the capabilities of the innovative products.
To reach its target audience of first-time millennial parents, The Bump (from the creators of The Knot) engaged Sub Rosa to design and execute a one-day, invitation-only registry experience for The Bump members (“Bumpies”) and industry influencers. Sub Rosa’s team of designers and producers concepted a well-received baby gear experience that leveraged both The Bump’s expertise and its registry platform.
Herman Miller, the innovative minds behind the iconic Aeron chair, approached Sub Rosa to create a global campaign for the remastering of its signature product. Working alongside the Herman Miller team in an unprecedented collaborative effort, Sub Rosa provided brand strategy, campaign development, and asset creation for the performance-driving relaunch of an American classic.
In December 2015, WIRED Magazine broke with its annual tradition of a brick-and-mortar holiday pop-up store, opting to engage Sub Rosa to harness cutting edge facial recognition technology to create a first-of-its-kind retail experience. For 8 days in New York’s SoHo, holiday shoppers were invited to a sidewalk storefront, designed to be responsive to both movement and touch. The result was an experience both innovative and inspiring.
Nike sought Sub Rosa for the North American launch of its Free Hyperfeel – a shoe designed to move with runners. Focused on resonating with the sneaker-conscious community and audiences across industries, Sub Rosa produced “Art + Science of Feeling in NYC”: an interactive installation that took guests on a barefoot journey of discovery. Including artist collaborations, technological innovations and physical takeaways, the launch garnered foot traffic, dedicated media coverage and substantial social media sharing.
Flyknit is Nike’s most sustainable sneaker – designed with materials and manufacturing processes that evolve production and performance while delivering ultimate “fit” for those who wear it. Sub Rosa was engaged to work with the Nike’s global brand team to develop the Flyknit launch strategy, aimed to reach influential consumers and media in six global markets. Through the creation of Flyknit Studios, short-burst innovation hubs in each city, we brought together designers and athletes to collaboratively create immersive experiences and content for each city — generating a story of performance, sustainability and design shared by a global collective.
Following up the success of the Levi’s® Print Shop in San Francisco, Sub Rosa launched the Levi’s® Photo Workshop in the heart of Manhattan. During our time in New York we worked with iconic collaborators such as April Bloomfield (The Breslin, John Dory), Michael Stipe, Taschen, SPIN and Vice Magazines, HBO’s cast and crew of “Eastbound and Down”, and many many more.
Over the span of our 75 days, more than 50,000 people passed through the doors. Whether shooting on the main stage with our high-end Leica S-Systems, renting from the myriad of vintage cameras, or simply mugging for a photo booth picture, the main message remained clear – Levi’s® is a brand of the creative class and here to help local communities re-embrace their desires for craftsmanship and community.
Sub Rosa was engaged by L’Oréal to launch Diesel’s newest fragrance, Only The Brave. It was the opportunity for the brand to engage with creative consumers to elicit intrigue and participate in an authentic way with influential consumers. Targeting artists in key communities to create original artwork under the theme of bravery became the launching point for what grew into a highly successful campaign. Through a collaboration with our friends at the Keystone Design Union we were able to create over 75 original pieces of art from 30 artists in over 20 countries. The pieces were unveiled in a New York gallery premiere in SoHo, and then traveled to Miami for another showing at the famed Moore Building in the design district.
The digital aspect of this campaign was as exciting as the gallery work. The site housed campaign content, including a triptych video produced in tandem with LEGS to look at the aspects of Bravery through the lenses of Heart, Mind and Nerve (the attributes that can comprise bravery). The fragrance received visibility and awareness through events and media in 6 markets, online coverage on a variety of blogs and news sites, as well as promotion and integration with the brand’s spokesman, Common, for live performances and blogging.
The resultant launch campaign broke the mens fragrance record for most sales in a launch period and build a powerful base of awareness for Diesel to leverage in their ongoing fragrance promotions.
Sub Rosa joined forces with Levi’s® to promote their collaboration with Opening Ceremony during Fashion Week 2011 in New York, Los Angeles, and San Francisco. The outdoor media execution included a full MTA subway takeover in New York’s Columbus Circle (closest major hub to Fashion Week shows), a variety of outdoor projections, wild postings, and other outdoor media.
Triggered by wide-ranging challenges and ambitions facing the brand, General Electric (GE) engaged Sub Rosa to explore and identify the brand’s internal culture and process of innovation. Sub Rosa’s insights ultimately led to its creation of GE’s Garages, a participatory global program that showcases an understanding and appreciation for GE’s passion for invention at scale and leadership in advanced manufacturing for the digital age. Touching internal and external audiences and engaging new partners, GE’s Garages has been cited as a powerful change agent, going beyond marketing to deliver a new understanding of not only what GE makes, but of what it fundamentally does in the world.
General Electric sought significant impact and a unique presence to convey the scale of their infrastructural support and long-time partnership of the games.
Sub Rosa produced a highly visible, dynamic environment to host clients, media and visiting dignitaries on the world’s stage.
Touch-surface technology, data visualization and narrative storytelling culminated in GE’s most successfully sponsored games – generating sales, receiving Best Sponsor Space award, and going on to be reproduced in markets around the world.