Award-Winning Creative & Strategic Agencies Unite In SHARE
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Award-Winning Creative & Strategic Agencies Unite In SHARE
Los Angeles, CA – M&C Saatchi LA has partnered with Leyon Azubuike & Nick Henry to launch Gloveworx USA, Santa Monica, a place for people to get Fighting Fit. Working closely with the founders on the complete experience since 2014, M&C Saatchi built a comprehensive brand identity, apparel, and interior design elements for the Gloveworx brick & mortar location. M&C Saatchi LA’s R&D team is designing a proprietary boxing based wearable technology to set this fitness studio apart; providing customers the ability to measure how well they are doing in real-time and receive tips for improvement on-site from the Gloveworx coaches.
“Holistic design is paramount and starting from scratch with Gloveworx allowed us to apply design thinking and integrated technology to every consumer touch-point,” notes M&C Saatchi LA ACD Ron Tapia. “From interior design to the signage, from the website to the collateral, from the social channels to the content posts, and from the apparel to the equipment. Literally everything. And that’s why it works seamlessly and feels so incredibly unique.”
Leyon Azubuike, a former US Nationals heavyweight competitor, defines Gloveworx as boxing training with strength and conditioning in an enthusiastic team atmosphere. M&C Saatchi LA’s approach to defining the brand was informed by an emphasis on empathetic, approachable, confident and motivational, rather than aggressive.
“I originally launched a small boxing studio called Azubuike Boxing Academy,” explains Azubuike. “As a mom and pop shop, I quickly realized I was reaching the ceiling on expansion. With a larger business viewpoint, I partnered with Nick Henry and M&C Saatchi LA to redefine and grow the brand. They have steered the creative vision of the branding, advertising, and social, and I couldn’t be happier. I look forward to a lifelong partnership with M&C Saatchi LA.”
“Agencies dream about partnerships like this. Not only do we have a genuine seat at the table, and skin in the game, but we get to keep the team extra fit, too,” concludes Huw Griffith, CEO and Partner of M&C Saatchi LA.
M&C Saatchi LA announced today that John Leung has joined the agency as Director of Creative Technology. The addition of Leung is part of the agency’s strategic alignment of creativity and technology to push frontiers on behalf of clients. Earlier this summer, M&C Saatchi LA added digital marketing agency Heavenspot to SHARE, the agency’s social creative division. The agency also recently added Jamie Ortega as Digital Account Director to meet growing client demand.
“We are designing, developing and building larger digital and social ecosystems for our clients more than ever. Combining John’s talent and experience with that of the Heavenspot team will make our offering truly formidable,” commented Huw Griffith, CEO of M&C Saatchi LA.
Leung is an eight-year veteran of the advertising industry whose portfolio includes complex digital builds for such renowned brands such as CBS, DIRECTV, Panasonic, Volkswagen USA and Whole Foods. A former Associate Director of Technology at Deutsch, Leung’s advertising experience translates into engaging integrated concepts that deliver brand messaging.
With a professional background as a developer, and an expansive knowledge of a wide range of technologies, Leung is known for producing creative solutions for complex problems. Approaching projects in an integrated fashion has been a part of Leung’s approach since his industry start.
“I love peeling back layers, and optimizing the way in which solutions are architected and delivered with brand mission and voice,” comments Leung. “Ultimately, I strive to embody what M&C Saatchi so aptly calls ‘Brutal Simplicity of Thought.’ I am excited to be a part of an organization that has that philosophy as part of everything it produces.”
Leung will work closely with all of the departments and entities that are an integrated part of the M&C Saatchi LA. Among them are SHARE, which uses digital and social to build successful brands and create engaging relationships; and Heavenspot, a socially powered digital creative agency for brands, networks and entertainment.
Viva la Vegolution. Millions of people in America are becoming veggie positive. They are actively putting more vegetables in their diet with an attitude that one might call deliciously optimistic. M&C Saatchi LA’s work for Veggie Grill celebrates this idea, infusing the brand’s overall look and feel with an awakening to the power of a veggie-rich diet.
The brand’s re-launch honors Veggie Grill’s roots as a place where mindful eating meets crave-worthy, satisfying food. M&C Saatchi used a fresh palate and bold new look in each facet of the in-store branding, from posters to menus to custom T-shirts, which can be seen throughout its 28 California, Washington and Oregon locations.
M&C Saatchi LA has launched UGG Australias new fall campaign, which demonstrates how the brands innovative Treadlite by UGG lightweight outsole technology helps Defeat the Seasons. Available on weather boots for the first time, Treadlite by UGG features a lightweight, durable, and flexible outsole that delivers remarkable traction and protection that can combat even the worst conditions with ease. The campaigns arresting visuals are dramatic interpretations of the worst kind of winter conditions, with Treadlite by UGG boots catapulted through layers of ice, snow and water.
Earlier this spring, we helped introduce Treadlite by UGG by floating a pair of UGG shoes through downtown LA. When it came time to introduce the fall Treadlite by UGG line, we wanted to create a campaign that hinted at effortless travel, but with the added twist of durability against the elements, explains M&C Saatchi LA Art Director Stephen Reidmiller. Defeat the Seasons was inspired by that combination, with the twist of a practical demonstration. We built a 50 foot-long launcher and actually tossed every single one of these shoes directly through the elements.
The video, directed by Trevor Pearson, was shot with a high-speed camera to capture mesmerizing slow-motion footage of the Treadlite by UGG boots, the Hendren TL and the Hannen TL, floating impact with the elements. Print ads were also created during the shoot and feature the boots moment of contact, trapped in airborne time. In addition to key online placements, the campaign leverages the video content in new social platforms like EPSNs Snapchat Discover application.
With the combination of Treadlite by UGGand weatherproofing, our UGGfor Men customer can comfortably and confidently go about his day regardless of the forecast, says UGG Vice President of Global Marketing Nancy Mamann. Our Defeat The Seasons campaign showcases all the best attributes of the new Hannen TL and Hendren TL boots, which are incredibly lightweight, durable, and made with the highest quality materials to effortlessly tackle the toughest elements of the season.
The social campaign, also directed by Pearson, is a playful extension of the central idea, with boots obliterating the non-weather events that men also need to defeat over the Holiday season.