News For the Disruptive
A brand campaign that helped OZY promote itself in a crowded marketplace of better-established publishers and legacy brands.
The News for the Disruptive brand campaign helped OZY promote itself in a crowded marketplace of better-established publishers and legacy brands.
In 2019, OZY was a news website that published stories to help the curious see the world more broadly and more boldly by introducing them to rising stars, fresh trends, provocative ideas, and boundary-pushing culture.
This campaign uses powerful photography to exaggerate the negative emotions people feel toward the 2019 media and news landscape. OZY’s voice is represented through handwritten type that "edits" the negative statements to turn them positive. The idea is that OZY’s journalism is the antidote of bad news. The combination of bright, monochromatic colors, diverse casting, playful art direction and messaging, we were able to create a striking and thought-provoking campaign that took over 650 subway cars in New York City in the summer of 2019 and earned over 500 million impressions.
Creative Direction → Bry Crasch, Isla Murray, Eva Rodriguez
Design → Eva Rodriguez
Copy → James Watkins, Wendy Steiner, Eva Rodriguez
Photography → Fillipo del Vita
Nails → Miss Pop
Makeup→ Shayna Gold
Hair → Clara Leonard