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Category: New Work

THE TRIALS OF TESTING

The perception is that testing kills great creative work. Focus groups lean towards the safe—the average person reacts more positively to familiar concepts. And eye-tracking studies can be frustratingly vague: So people spent 2.3 seconds staring at the violator? Does that mean they like it? Or is it just confusing? Maybe it’s so awful you can’t turn away, like watching Paris Hilton milk a cow?

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WANTED: ACTORS WHO DON’T SOUND LIKE ACTORS

By: Bo Gilliland, Senior Writer Ever notice how voices on the radio have a certain sameness? Honey-toned tonsils. Soothing and well enunciated, with just a hint of a smile behind the words. It’s all very professional, and that’s the problem. Great actors, on the other hand, sound natural—like someone you might know. They make the…

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STORYTELLING AS A TEAM SPORT

By Colin Day, Associate Creative Director Before getting together with the Microsoft Stories team, I imagined that most corporations were helpless to create their own content without sounding, well, “corporatey.” Every brand has a story to tell, but with so many corporate stories, it’s natural to feel like, “haven’t I heard this one before?” While heaps of research dollars…

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THE STORY OF SPORT IN MOTION

In the spirit of continually fueling creativity, Tether recently collaborated with PDX photographers and friends Swanson Studio to bring their fourth annual 20/2 photo exhibition to life. Aptly named for the creative cyclone of 20 shoots in two months, the event showcased still and motion photography around the theme of Sport In Motion. From pommel…

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TULLY’S TAPS TETHER TO TELL BRAND STORY

Lots of caffeine-fueled celebrating in the Tether studio today, as Tully’s Coffee named us agency of record. We’re honored to have been pulled from a batch of top national agencies—and can’t wait to bring the next chapter of their story to life. See the grande version

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SKATEABLE ART TAKES SEATTLE

Back in the day, cops spent a lot of time chasing skaters out of public spaces. Times have changed. Forward-thinking cities like Seattle now create public spaces that invite skateboarding. Case in point: the RED BULL SKATESPACE in Seattle’s Jefferson Park. Red Bull, the City of Seattle, and pro skater Torey Pudwill have teamed up…

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INSIDE THE AMERICA’S CUP: NO SECOND PLACE

As the story goes, Queen Victoria turned to an attendant after the schooner “America” beat a fleet of English rivals and inquired about the runner-up. “Your majesty,” the attendant replied, “there is no second place.” A hundred and sixty years later, that uncompromising attitude still rules the America’s Cup. Red Bull Media House and Tether…

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OUR AWAKE CHOCOLATE WORK EARNS THE DIELINE SPOTLIGHT

We’re honored to see the rebrand and transmedia campaign work we’ve been doing for AWAKE Chocolate featured on The Dieline. It’s been a hoot telling their chocolate-meets-caffeine story on so many levels. And getting to don a life-size owl costume has only sweetened the deal. Take a look

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