- Newsletter Copywriting/Client: Plus et Plus

For the past three years I have worked as a copywriter for creative firm Plus et Plus, creating a voice for their website and company newsletters.

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Mathew Dear - Don and Sherry Music Video:
While figuring out a direction for techno darling Matthew Dear's video for "Don and Sherri" we thought to ourselves, "What's more bewildering than Times Square at night?" Oh, how about being stuck inside a house of mirrors, on the back of a flat bed truck, while being driven through Times Square at night. Its not that we hate Matthew Dear, its just that we thought this was this was an appropriate erm, reflection, of his glitchy, disorienting brand of electronic indie music. So, onto the trailer he went. As we drove through the city, we shot him using 5 cameras simultaneously, capturing him singing the first single from his new album Asa Breed. A rig behind him spun 3 mirrors, reflecting the dancing lights of New York, while Dear busted out some of his dance moves of his own. As the video progresses, a moody, abstracted vision of the city slowly reveals itself - we still don't know who the hell Don and Sherri are though.
See the video here.

Ping Pong Tournament:
So there we were. It was our chance to prove our superiority on the table, and in life, over the other teams at the Puma/French 77 Ping Pong tournament. All the local legends were there, MTV, Vice, Staple Design, XLR8R, and we knew we had to unmercifully destroy them all, or we would never be able to walk tall in this town again. And destroy them we did. Hour upon hour of crushing serves and breathtaking volleys ensued, leaving us victorious and worshiped at last, trophy finally in hand. We had never been so proud to call ourselves members of Team Plus Et Plus.

Or... maybe we lost in the first round to College Humor.com, stole the trophy and had our picture taken with it. Whatever. Either way, it was an excellent excuse to wear a sweatband.

Thundermutts:
First of all, it’s called Thundermutt, so you know right off it’s probably awesome. Then you hear it’s a Japanese style vinyl toy designed by Plus et Plus, complete with a one of a kind handwritten fortune hidden inside its brain, and you’re all like, “Damn, put me down for 100.” Well, that’s all you’re gonna get, because that’s all that was produced in the limited edition of the little guys we designed for Thundermutt 14, a project conceived by Bernstein and Andriuli. Nine other artists including Tristan Eaton (the man who came up with Thundermutt in the first place), Gary Baseman, Kai and Sunny, and I Love Dust, were chosen to design their own ‘Mutts, which like ours, are also packing clever presents in their heads, from hand painted bottle caps to vials of NYC rainwater.

Artful Dodger Design Collaboration:
This fall, Artful Dodger is kicking it old school. Way old school, like, 1800s style. With a hand from Plus et Plus, the British "street sophisticate" menswear line continues their Dickensian romp through the seedy underbelly of Victorian London, telling the tale of their label's name sake and his merry band of criminals through bold all over graphics and ornate embroidery. Plus et Plus let the blood and guts fly across the graphics we created for the line, paying homage to old timey bad guys like Jack the Ripper and infamous human meat pie chef/murderous barber Sweeney Todd. Entrails are totally hot for fall. You heard it here first.

+&+ 5 Year Anniversary:
It's been 5 years this month since Plus et Plus started out, and it seems an appropriate time for reflection. We've learned a lot in our time together, and found out the answers to a lot of long pondered questions. For instance, is it possible to land yourself a huge corporate ad campaign using mostly popsicle sticks and glitter pens? (Yes, just ask the people at JetBlue). How much money does it take to get a grown man to dress up like a giant cell phone? (Roughly $500, see our Verizon Wireless spot on YouTube.) But questions still remain. How are we to quantify our success? What shall we look to as the mark that we have really made it? Is it seeing our work featured in exhibitions in New York, Tokyo, Paris and beyond? Is it the publication of our first book? Our recent move to a swank new Chelsea office? What about being chosen to create advertising and branding concepts for everyone from Coke to Nike? Oh wait… it’s all those things. Here's to us, for being the coolest 5 year old we know.

World Of Coke:
When it comes to global popularity, Coke is somewhere near the top of the list, probably falling somewhere between say, wearing pants and making out. Which is why when we were asked by Formavision to create a mural for the "Hub" of the new World of Coke center in Atlanta, we translated phrases that describe the Coke experience into five languages. (We would have gone for more, but no one around here seemed to know how to say "Fizzy" in Pashtun). Our vision was brought to life by the insanely talented mural artist Shinya Nakamura and his crew. Together we created a vibrant, abstract design inspired by the Coke ribbon to brighten the museum’s central
meeting place.