︎


Delta — Enjoy the Air



VIRTUE created Enjoy the Air — a new brand platform for Delta’s premium cabin products that focuses on the emotional benefits of flying premium in a category that often focuses on functional benefits only. In it, we invited passengers to reframe how they think about travel, showing that in a Delta Premium cabin, the flight is something to savor, not sit through. For the platform’s initial launch, we created a suite of holiday campaign assets that encourage shoppers to upgrade their own travel for the holiday season, or give the gift of elevated travel to loved ones.




In short, the ask was to craft a mid-lower funnel campaign under ‘Enjoy the Air’ to drive premium trial and gift card purchases during the holiday. 20M+ SkyMiles Members led to a +10% increase in Cyber Monday revenue compared YoY. Delta’s most successful Cyber Monday launch to date and our Enjoy The Air creative resulted in 4.4x higher engagement on the Delta homepage.




+ Made with the team at Virtue
ECD: Heather McTavish / CD: Kyle Lynah / Copywriter: Shakyra Moore, Will Stallmeyer / Art Director: Lena Laque-Almond / Designer: Daniel Hong / Executive Producer: Ken Kitch / Producer: Kara Bello / Production Co: Untold Studios / Photographer: Rosie Matheson / Retoucher: Kaia Zak and many others.








Logitech — Allyson Felix



Allyson is a decorated track and field sprinter, an entrepreneur, a mother, an advocate for mothers on and off the track, a five-time recipient of the Jesse Owens Award, a record-setting winner of 11 Olympic medals. She’s started a shoe brand made designed by women for women called Saysh and she is also the embodiment of the Logitech’s Defy Logic ethos. She has turned old logic on its head and carved her own path in the world, all while empowering others to do the same for themselves.




Along with the ad running during the Tokyo Summer Olympics, we created a short 2 min documentary all about Saysh’s story with Logitech’s support and partnership for Vice.com.



+ Made with the team at Virtue
CD: Heather McTavish / ACD/Art: Kyle Lynah / Copywriter: Will Stallmeyer, Heather McTavish / Art Director: Joe Ferarro / Designer: Mel Hayes / Producer: Ken Kitch / Director: Bianca Poletti / DP: Corey C. Waters / EP: Jackie Calleiro / Production Company: Epoch Films / Editor: Nina Sacharow and many others.








Logitech — Defy Logic              


Logitech turned to Virtue to amplify their Defy Logic platform aimed at creator communities. “Defy Logic” celebrates and empowers those uniting under a common philosophy of challenging the status quo, rewriting the new logic of tomorrow, and in turn Defying Logic.

We placed the spotlight on seven “Logicians” from different backgrounds who each personify Defy Logic. These protagonists each use Logitech tools and technology in their own ventures and to connect with their rising communities. Representing the next generation pushing culture forward, our 2022 protagonists included Lizzo, Bretman Rock, Danucd, DJ Dave, Defaced, Elsa Majimbo, Kheris Rogers.



Working with our Logicians, photographer Joshua Kissi and director-duo We Are From LA, we created photo and video content showing how people succeeding on their own terms. We created stills and videos for Logitech social and our Logicians’ personal channels. Showing how Logitech powers and empowers communities around the web with the tools to thrive.


Additionally, we looked to evolve Logitech’s visual elements as well as typography to add emphasis and reflect an evolving view of the world. We created an Escher-inspired weight of Logitech’s brand typeface Brown. Working with Lineto we designed the custom type showing multiple perspectives of each letterform much like the famous “Impossible Objects.”


ECD: Chris Garbutt / GCD: Heather McTavish / CD: Kyle Lynah / ACD: Stefanie Gomez / Copywriters: Will Stallmeyer, Shakyra Moore / Art Director: Joe Ferraro / Design: Sarah May, Mel Hayes / Producers: Ken Kitch, Julie Vosburgh / Director: We Are From LA / Production Company: Iconoclast / Editor: Leo Scott @ Cartel and many others.







Chevy — Everywhere



Commonwealth McCann and Chevy came to VICE late in Summer 2022 in need of an ad for their newly announced electric vehicles. Chevy wanted everyone to know about their expanding and sustainable EV fleet. We immediately knew we wanted to harness authentic moments and the feeling of singing along to a catchy song in a car. The song “Everywhere” written by Christie McVie of Fleetwood Mac ended up being a catchy song that paired perfectly with Chevy’s new EVs and our casted communities.




The commercial received plenty of media support through the Fall of 2022 and the video helped the Bolt EV/EUV sales reach an all-time high in first quarter of 2023. As for the song, the commercial also boosted “Everywhere” to number 3 on iTunes after the ad aired as well as jumping back on the Billboard charts and cemented it one of Fleetwood Mac’s most popular songs on Spotify.



+ Made with the team at Virtue
 GCD: Heather McTavish / CD: Kyle Lynah / ACD Copy: Will Stallmeyer / ACD Art: Joe Ferarro / Designer: Sarah May / Executive Producer: Ken Kitch / Director: Truman & Cooper / DP: Pat Scola / Production Company: Canada / Editor: Eddie Ringer / Still Photography: Mey Bulucek and many others.








Pa’lante! HBO Max             



HBO Max worked with VIRTUE to develop the visual identity and unveil the new brand initiative for Latine audiences. Pa’lante! was created for sharing new voices and driving awareness to culturally relevant programming across HBO Max. With the help of HBO talent we launched by showcasing Latine storytelling across film, music, comedy and beyond.

Pa’lante! Pa’Mí — Content Series

We created video content that invites HBO Max talent to share their personal articulations of what “Pa'lante!" means to them. Used across social channels, individual's articulations of “Pa’lante!" give us beautiful insight into meanings and motivations of some of our favorite entertainers and excite and inform audiences.




Pa’lante! Tapiz

For the launch on social, we developed a short, animated film created by a group of talented Latine animators (Katty Huertas, Caro Lopez Corominas, Daniel Moreno, COVL.) A tapestry that unites four different voices into one cohesive story. The animations are natural and human with a hand crafted feel. Our animators drew on the many different visual aesthetics of Latin art and design. The creations are lush and energetic and span the breadth of hues found throughout all of the US, resulting in an exquisite collage of colorful animation.




+ Made with the team at Virtue
↳ PA’LANTE! IDENT // GCD: Tyler Pierce, Jorge Ortega / CD: Lauren Kusmierczak / ACD: Kyle Lynah / Design Director: Nicholas Jackson / Sr. Designer: Paul Abood and many others.

↳ PA’MÍ // GCD: Tyler Pierce, Jorge Ortega / CD: Lauren Kusmierczak, Ana Gonzalez / ACD: Kyle Lynah Copywriter: Philip Braun, Charlie Angulo, Eduardo Haces / Art Director: Fernando Ramírez / Producer: Ken Kitch / Director: Kacho López Mari / Editor: Margarida Lucas / Animation: Basa Studio and many others.

↳ TAPIZ SOCIAL // GCD: Tyler Pierce, Jorge Ortega / CD: Lauren Kusmierczak / ACD: Kyle Lynah / Copywriter: Philip Braun / Editor:Daniel Moreno / Animators: Katty Huertas, Caro Lopez Corominas, Daniel Moreno, COVL / Producer: Jenn Gore / Sound Design: Sound Lounge and many others.