Fulani, the world's largest nomadic group, lacked a written language for generations. The Barry brothers created a handwritten alphabet named ADLaM. To broaden its reach and usage, it needed to transition into the digital world. The brothers then teamed up with Microsoft, collaborating to digitize it for 40 million Fulani globally, accelerating the evolution with real-time community feedback. Now, ADLaM is accessible on over one billion devices, ensuring the preservation of language and culture for generations.

The combined efforts of the Barry brothers and Microsoft helped ADLaM gain popularity within the Fulani community spread across the globe — helping secure the future of the alphabet and their culture for future generations:

• ADLaM is being made accessible on over 1 billion devices worldwide.

• The Government of Mali is in the process of recognizing ADLaM as an official alphabet in their constitution.

• Guinea’s Minister of Education is taking steps to ensure ADLaM is recognized as Pulaar’s official alphabet.

• The alphabet will also be used to preserve the Bambara, Bozo and Dogon languages due to shared phonology and syntax with Pulaar.

• The first two ADLaM-focused schools will open this year in Guinea and for the first time, allow Fulani children to study a full curriculum in their native tongue.

• The new alphabet is being used on social media to fight illiteracy. The project also sparked the co-creation of the first ADLaM dictionary, through the hashtag #ADLaMRe.

Recognition:

• Cannes Lions: 2 Grand Prix / 2 Gold / 1 Silver / 2 Bronze

• Ranked by AdAge as the #1 award-winning campaign of Cannes Lions 2023.

• ADLaM also led to McCann New York to rank as the #1 fulfilling New York agency in Cannes.

• LIA: 1 GP / 4 Gold / 2 Silver

• Campaign US Big Awards: Agency of the year / Best Tech Campaign / Best Purpose Driven Campaign / Best Campaign

• Epica Awards: Grand Prix / Gold / Agency of the Year / Network of the Year

The Leica M11, with its powerful 60-megapixel camera, takes photography to a whole new level by capturing tons of details. Each tiny dot in its photos tells a little story, making a single picture hold countless moments and emotions. The camera's high resolution lets photographers zoom in on things like textures and colors with super clear quality. It makes you think: what do you really see when you can see everything? Instead of just looking, the camera encourages you to explore the small stuff, turning photographers into storytellers who capture entire stories in just one shot. The Leica M11 turns every click into a deep dive into life, showing us that in all those tiny dots, there's a big story waiting to be seen.

Recognition:

. Clios: Grand Clio / 3 Golds / 1 Silver / 1 Bronze

. LIA Awards: Grand LIA / 2 Golds

. Cannes Lions: 1 Silver / 1 Bronze

Our hero, Gary, goes to excessive lengths to prepare to play in the lottery’s new Xtreme Multiplier series of scratch games. The idea behind the ad is simple: the new series of tickets offer more ways to multiply your winnings, meaning you ideally need more hands to scratch them all. The campaign will run on TV, OOH, radio, and social across New York State.

The ‘In Someone Else’s Shoes’ interactive and immersive exhibit placed at The Oculus in New York, spotlights the financial hardships of an abusive home. It’s a stand-alone house that gives guests a glimpse into systemic and structural factors that enable a domestic violence situation and make it difficult to escape.

Recognition:

D&AD 2021 - Yellow Pencil

Cannes Lions 2021 - Silver

3x One Show 2021 - Silver & 2xBronze

Role: Creative Director

In 2019, to celebrate 100 years of Bauhaus, Leica created the Leica CL “100 Jahre Bauhaus” limited edition camera. To launch it, a series of studies were done using geometric shapes from the camera’s composition. Each study was influenced by the techniques and theories conducted through workshops and classes by Bauhaus.

Recognition:

3x One Show 2021 - Gold, Silver & Bronze

2x D&AD Awards 2021 - Wood Pencil

3x Cannes Lions Shortlisted

Role: Creative Director

Since the client aimed to be part of the Super Bowl without spending millions, the idea was to hack the event. The client pitch went like this: "You can do it, and if nobody says 'Anytime' during the game, you'd only have spent one tweet. BUT if they do say 'Anytime,' that would be gold."

The execution was simple, create an Anytime Sweepstakes – whenever the word "anytime" echoed during the Super Bowl broadcast, whether from announcers or other brand ads, fans had the chance to win a week-long trip to any Anytime Fitness worldwide by tweeting #JustHeardAnytime. Pre-game online videos, social posts, and OOH built anticipation for our Super Bowl stunt. When Announcer Greg Olsen uttered "Anytime" in the 2nd quarter, the rest became history.

Recognition:

Clio Sports: 2 Golds

Cannes Lions: 1 Bronze

D&AD: Shortlist

“Dream” is an animated film about a heartbreaking reality endangered species are facing around the world.

Recognition:

2x Cannes Lions 2017 - Gold, Silver

4x One Show 2017 - 2x Golds , 2x Silvers

3x D&AD Awards 2017 - Graphite Pencil, 2x Wood Pencils

Clio Awards 2017 - Silver

LIA Awards 2017 - Gold

Epica 2017 - Gold

Role: Creative Team

Smirnoff's "We Do We" campaign is like throwing a legendary cocktail party for the power of togetherness. Just like nailing the perfect drink mix, this launch film captures the vibe when different folks, flavors, and vibes shake things up.

We mixed up a global squad of creative minds—choreographers, producers, animators, and 3D maestros—to stir up this ad. And yeah, we're all about diversity, equity, and inclusion, making sure our cast and crew are as varied as the ingredients in your favorite cocktail.

Life's a cocktail, right? In our ad, picture folks turning into bubbles that blend like the ultimate happy hour. Each bubble reps someone's unique mojo—spanning ages, genders, ethnicities, and abilities. We've crafted each bubble with love to keep that one-of-a-kind flavor intact, because, hey, life's just better when we all shake it up together. Cheers to doing it our way.

Red Cross works by assisting people providing relief and hope on natural disasters, armed conflicts, social outbreaks, refugees, climate change, among many others. The communication problem is that people are losing the notion of the vital work that the Red Cross does around the world, perceiving only the Red Cross to help in fires or blood donation. In order to solve this problem, we had to find a way to show conceptually that the Red Cross is the last hope to many people.

Recognition:

4x Cannes Lions 2021 - 2x Gold, Silver, Bronze,

2x D&AD 2021 - Graphite Pencils

3x One Show 2021 - Gold, Silver, Bronze

2x Clio Awards 2021 - Silver, Bronze.

Role: Creative Directors

Recognition:

2x D&AD Awards 2019 - Wood Pencil. (the Hardees Book)

Role: Creative Directors

We created posters that juxtapose the documentation required for positive events in people's lives (buying a home, adopting a child, buying a boat) to the purchase of a deadly weapon. All of the events portrayed are based on real stories that happened in each of the listed states.

Recognition:

3x Cannes Lions 2017 - Gold, 2x Bronze

2x One Show 2017 - Gold, Silver

2x D&AD 2017 - Wood Pencil.

Role: Creative Team

Carl’s Jr. is all about innovation and to stay at the forefront of the CBD trend, Carl’s Jr. presented the world with a bold and unexpected flavor: Rocky Mountain High. The first-ever CBD-infused burger. We pitched the idea to the client, the client thought it was interesting and we launched it on 4/20.

Recognition:

3x Clio Awards 2021 - Silver, 2x Bronze

2x Cannes Lions 2021 Shortlist

3x One Show 2021 Merit.

Role: Creative Team

With 3D printers, getting a gun could be as easy as downloading it. A person could find a schematic for a firearm online, plug it into a 3D printer with the right materials, and that’s it — a gun is created on the spot. No background check required, no serial number to trace the gun if it’s used in a crime. The fact that anyone with access to a 3D printer could potentially create a gun is alarming — especially as gun violence is already so high in the U.S. with mass shootings happening at least once a month.

Recognition:

2020 One Show - Film - Shortlist

2020 One Show - Animation - Shortlist

2019 Cannes Lions - Film - Shortlist

2019 Clios - Animation - Bronze

2019 Luerzer's Archive

Role: Creative Directors

A cowboy getting his yoga on says he's seen a lot in his lifetime, but never anything like Carl's Jr.'s Beyond Famous Star With Cheese.

Role: Creative Directors

When you’re looking for a new place to live, we know it’s the little things that matter the most.

Role: Creative Directors and Team

Recognition:

Luzer’s Archive Publication

Once upon a time, a deer was having a run of bad luck. As it darted towards the road, by a stroke of luck, the car’s driver had the right tire for the job, more specifically the iON evo. Designed to provide exceptional grip on electric vehicles.

DATA: Around 1.5 million deer-car accidents occur every year, resulting in approximately 200 fatalities, 10,000 injuries and $1billion in insured losses annually. But with the right tires, accidents can be avoided.

Instead of birthday presents, Katherine told her mom that she wanted dog food and cat food for the local animal shelter. Her mom posted her wish on social media, and with a little help, her wish came true. 

Recognition:

Luzer’s Archive Publication.

Role: Creative team

Land Rover became famous because of its adventurous spirit, but over the past years, its top edge design and product quality, it became a luxurious item, more focused on luxury than anything else. We had to rescue that spirit and reconnect man with nature once again. So we came up with a campaign showing how man and nature are more connected than they think.

Recognition:

2x Cannes Lions 2015 - 2x Silver

D&AD Awards 2015 - Wood Pencil

Clio Awards 2015 - Silver

LIA Awards 2015 - Campaign Bronze.

Role: Creative Team

Pangolins are the most poached animals in the world mainly because nobody knows what a pangolin is. What we do know is that beloved animals have better chances to survive. So, why don’t we make a pangolin famous?

Role: Creative Directors

Publications:

Adage/Creativity | Adweek | Campaign US | Shots | The Drum | Best Ads on TV | CCSP | Stash | Media Cat | Ads Spot | LBB Online | News Break

Recognition:

2x One Show 2019 Merit

2x D&AD 2019 Shortlists

Role: Creative Directors

Recognition:

D&AD Animation Merit

Luzer’s Archive Publications