L’officina di LeRoy, a company founded by my partner and I, was born out of our love of fashion, design, and classic cars. We call the shots and make creative decisions based on what we love. Sounds incredible, doesn’t it?
Our goal is to bring young and underrepresented car enthusiasts along for the ride. Too often we only see people our parents' age participating in the hobby of classic cars, specifically pre-1965 cars and trucks. Fortunately, there are plenty of classics waiting for their next owner and we want to see young people out there cruising the streets with us.
We designed the brand system, website, and marketing materials. We shot the editorial in our garage and alley behind our house and the product photography in our dining room. Our 100% cotton, made in USA apparel is designed and assembled in-house. We partner with heritage USA brands like Red Kap, Goldenrod, and Dualco. And we source all the vintage apparel.
Currently working on a 1964 Ford Ranchero, each build inspires a new collection of apparel and shop goods. With a focus on pre-1965 classic cars or trucks, there is always something cool going on in our backyard garage. If you have the patience, you might be able to purchase one of our meticulous classics, built for the daily driver. We retain the classic design, while updating the mechanicals to modern standards. So people like me can get in, turn the key and go.
LeRoysCustoms.shop
We helped Jet launch as a brand focused on serving affluent city-dwellers.
The campaign, Our Carts are Different Here, launched in NYC, Boston, Philadelphia, and DC. The work celebrated our city target and the way they shop: High fashion, basics, local goods, and fresh foods. All in one place.
Photographer: Scottie Cameron
A simple and elegant campaign about wants and needs in a home. Projecting tone, ambiance and mood was the aim for making these spots. Homes are characters too, and they're the main character in these films. Each one, a love letter to a home and the feeling of contentment you'll feel when you find your own.
Director: Stacy Wall
We helped Jet launch as a brand focused on serving affluent city-dwellers.
The campaign, Our Carts are Different Here, launched in NYC, Boston, Philadelphia, and DC. The work celebrated our city target and the way they shop: High fashion, basics, local goods, and fresh foods. All in one place.
Director: Alex Prager
Accolades:
Clios, Film Craft, 2017
Shortlist, Sound Design
We worked with Kaiser Permanente + NBA to shift their focus to include mental health. Featuring Stephen Curry's journey through decompression, we dramatize the importance of putting the mental game on par with the physical. Kaiser Permanente can’t reconnect the mind to the body in healthcare if society doesn’t respect the mind.
The campaign has a powerful platform: Train the mind. The body will follow.
The partnership, social content, and film garnered 2.4 million organic views, 98% positive sentiment, 350k engagements, and 1 recaptured NBA championship.
As the start of a long-term commitment for Kaiser Permanente around mental health, this campaign ran during the playoffs. Kaiser Permanente x NBA use the campaign language we developed to this day in the push to outthink stigmas around mental health.
Director team: Jones + Tino
Zulily likes weird. But you know, make it premium.
Director: Matt Dilmore
We developed March On as a brand platform for DSW to tell shoe stories.
March On is about having an unapologetic and empowered attitude against all odds. With the right pair of shoes, we can get over a lot.
One of my favorite applications of the March On attitude came to life in Twitter intercepts. DSW finds posts with the hashtag #FML, and replies with an appropriate #MarchOn comment and discount. Shoes can’t fix everything, but nobody is mad at an unexpected windfall.
Director team: Perlorian Brothers
DSW's Blame It On The Shoes is about giving people permission to get away with things. Sometimes the right pair of shoes set us free to behave in exaggerated ways. They allow us to dial-up our confidence and own a moment. This time, for the holidays.
This campaign was a joy to shoot. It’s always a pleasure to elevate a brand to a place where they can be a part of fashion in their own way.
Director: Matthew Frost
Accolades:
Cannes bronze design Lion, 360 Brand Identity, 2014
Cannes finalist design lion, Consumer Products Posters and Design, 2014
Spikes finalist design, Posters, 2014
APMA Star Awards, bronze, best use of creative in a campaign
The brief was to create a niche heirloom vegetable brand for Australia's largest supermarket chain, Coles.
We used the odd-looking nature of the vegetables as our point of difference. We called the brand ‘Hatters' to fit their uniquely mad look. We then created quirky profiles for each of the vegetables and a vegetable expert named Livingstone R. Rabbit as our brand ambassador. This was an award-winning campaign, most notably at Cannes for design.
Recipes were developed in partnership with a leading Australian chef, then published in field guide-styled recipe books. Customers were encouraged to grow their own herbs with our seed-impregnated business cards and “Magic Tickets”.
In the first week alone, over 40,000 hatters vegetables were sold, totaling more than half a million dollars. This surpassed any equivalent premium product launch across Coles supermarkets. And with less than $5,000 spent on PR, we managed to reach over 9.2 million people.
While these vegetables were new and exciting to Australians, they have been here in America for quite some time. You can still explore Hatters recipes on Pinterest.
Neighborly is your hub for home services when repairs, maintenance, or disasters strike. If you’ve ever owned a home, you know they have a heart and constitution all their own. Professional, clean, human yet heroic; these are the desired qualities in a service pro when the problem is bigger than you.
Director: Jonathan Zames
People like cool and clean air.
Give the people what they want.
Some appliances aren’t yet ready to die. People can be hasty to replace but Mr. Appliance knows when it’s time to put them out to pasture.
Yes, and don’t sleep on the power of a memorable URL.
The real estate market in New York is bullshit and we all know it.
Localize is a platform committed to telling the truth about a home, good, bad, or otherwise.
Naturally, we turned to vandalism to stand out. The MTA was not appreciative of our efforts.
Value City Furniture (VCF) are a furniture and retail chain in the midwest. They have been left in the dust by companies like Wayfair, Amazon, as well as CB2 and West Elm.
No longer are people buying matching dinette sets. VCF had been resting on their laurels and decided to make a change, reinventing almost everything about their business. We created a new brand platform, launch spots and brand guides to lift them from the past. We developed all of this under a brand platform called Make it You.
These highly stylized TV spots show off their new product in a whimsical and playful way. Mandy Moore, the choreographer from La La Land helped us bring these to life.
This campaign focuses on confident women, representation and adventurous vibes; shifting the brand from feeling like the "you can't sit with us" types to the "join us" types. This campaign was less about high concept, rather conveying an attitude and mood while highlighting a product. In this case, that product is smooth and effervescent skin.
Also, this client just wanted to vacation in Rome. Happy to oblige.
Two big clients: Kaiser Permanente and the NBA.
The biggest name in basketball: Stephen Curry.
Finding common ground for all these players and a simple idea was a challenge. We turned Stephen and Ayesha Curry into health and lifestyle coaches, asking people to turn their bad habits into good ones. Through TV, digital and social content, we remind people that all habits are health habits, and with enough practice you can be happier when you're healthier.
AskCoachCurry.com was full of topics that lead you to Plays. Each play had video content from Stephen and/or Ayesha talking about their own take on everything from social media habits to stress relief to guilty pleasures. We also loaded the site with sharable gifs highlighting their playful personalities.
#ShotbySound is a fashion project in collaboration with Daniel Johns (remember Silverchair?) and David Jones (Australian retailer). Using a customized set and telemetric-style cabling, the band was in control of 42 cameras. The cameras were triggered by their voices and instruments. With every sound from the live performance of the artists, imagery was captured, creating the first fashion and music campaign that is Shot by Sound.
While neuroscience shows girls' brains develop ahead of boys, this advantage is not maintained through life, with women too often falling behind. ANZ Bank wanted to take an active role in the fight for equality. We launched a range of initiatives to inspire, educate and assist women. ANZ is also encouraging other organizations to explore what they can do to help build an equal future.
We partnered with award-winning Director Jane Campion to highlight the need for systems to better support women.
AdNews Ad of the Year 2016
This DSW campaign is about giving people permission to get away with things. Sometimes the right pair of shoes set us free to behave in exaggerated ways. They allow us to dial-up our confidence and own a moment.
Blame It On The Shoes says act out, dance that dance, jump that fence, steal that kiss. We had a lot of fun making these micro pieces of content and :15 spots. It’s always a pleasure to elevate a brand to a place where they can be a part of fashion in their own way.
Naming, tone, and brand development for Il Makiage’s latest skincare line.
Congratulatory OOH boards when Stephen Curry won MVP the second year in a row.
You ever get a little stoned and do human voices for your dog? Yeah, me neither. These were made for Just Fred, a premium dog bag and accessories brand.
A Bambi LeRoy production.
My partner and I make films under the moniker Bambi LeRoy. These spec pieces yielded some directorial work.
