Kicking Caution to the Curb: The 2013 Philadelphia Eagles and 160over90

I guess you could call it a “cautious optimism.”

If you had to put a label on how people felt about the Philadelphia Eagles prior to the 2013 season, you could do worse than that one. Even with the installation of a new coaching staff, (complete with a new fast-paced system) and a roster full of talented young players, some Eagles fans were tentative about getting too excited before the season began. In addition to the usual passionate ferocity, there was uncertainty in the air. Almost as if some people were waiting for the other shoe to drop before the players even laced up their cleats.

Suddenly, “cautious” got slapped in the mouth on opening day against Washington.

“Cautious” took a shot to the gut in the Snow Game against Detroit.

And “cautious” got knocked down for the count in the regular season finale against Dallas.

Throughout the season, the other shoe never dropped. The bubble never burst. The wheels never fell off. The machine that is the 2013 Philadelphia Eagles remains in motion, powering forward into the NFL playoffs.

And we at 160over90 have been honored to ride alongside them throughout this awesome year.

We kicked off the season with the Brotherly Love television commercial, which struck a chord in Eagles Nation and quickly went viral, setting the tone for a season that would be anything but ordinary.

We also created a microsite at to house the video, and to encourage viewers to share the piece, further spreading the excitement throughout Eagles Nation. The spot generated hundreds of thousands of views in a matter of days, and became a social media phenomenon.

During the season, prior to rivalry games, we created brief “hype pieces” to live on the Eagles Facebook page and pump up the fanbase.

Here was our love letter to Eli Manning before a game against the hated Giants:

And here was one prior to the regular season finale against the even more hated Cowboys:

We capped off big victories with similar videos, celebrating each Eagles triumph. Turnaround for these videos was extremely fast, as to truly capture fan excitement we needed to have these videos alive and online within hours after a win. It involved a lot of late nights and hard work, but always paid off. Fan engagement was at an all-time high after the Snow Bowl game, when our “Winning in a Winter Wonder Linc” piece generated over 2.5 million interactions overnight. To put that number in perspective, I get really excited when I post a joke to Facebook and it tops twenty “likes.”

Finally, to effectively “bookend” the 2013 campaign, we again tapped John Doman, voice of the original Brotherly Love spot, and developed the idea for a second anthem piece should the Eagles make the playoffs. While the new spot would share many of the family themes originally put forth in the September commercial, here we would introduce a new idea: that of crashing the party. As the writer for these John Doman-narrated videos, I was tentative going into it. While I was excited about the opportunity to create something potentially great, I was uncertain as to whether I could top the first Brotherly Love spot.

Maybe that was just my own cautious optimism.

It should also be noted that we wrote, recorded, and cut the video before an Eagles playoff berth was even guaranteed. They still had to defeat Dallas, in Dallas, for all of our hard work to pay off. When Boykin made the interception to end the Cowboys rally at the end of the game, we had a little more to celebrate than the fans. The video went live shortly after. And though I may be a little biased, I think it came out awesome. I’ve even seen people on Twitter state that they think it’s better than the original Brotherly Love spot, and I can’t imagine a greater compliment than that, for myself and everyone involved in making the piece.

See it for yourself here:

This year has been an incredible ride, and not just on the field. In August we helped the team kick off the season with Brotherly Love. We prepared for their opponents alongside them through our hype pieces, we celebrated their victories with them with our post game videos, and now on the verge of the playoffs, we created another anthem that truly encapsulates what it means to be from Philadelphia, and a fan of this great team.

And whether or not we celebrate the end of this NFL campaign with a parade down Broad Street, when the 2014 season comes calling, Eagles fans have the right to be a lot less cautious, and a lot more optimistic.

Cheers to a great regular season, here’s to a great postseason, and thanks to everyone involved.


Agency: 160over90
Chief Executive Officer: Shannon Slusher
Chief Creative Officer: Darryl Cilli
Executive Creative Director: Jim Walls
Director of Client Services: John Campanella
Creative Director: Brendan Quinn
Digital Creative Director: Konstantinos Psimaris
Associate Creative Director: Travis Ludwig
Senior Copywriter: Elliot LeBoeuf
Copywriters: Kris Blake
Lead Motion Designer: Chris Lee
Lead Video Editor: Max Paolucci
Video Editor: Elizabeth Kalbach
Executive Producer: Tom Ammon
Producer: Nick Pitcavage
Designers: Mike Smith, Chad Miller, Nick O’Brien
Project Manager: Jamie MacNamara
Account Director: Lindsay White
Account Executive: Heather Walkowski
Web Developer: Cameron Baney
Web Build: Tim Beitz, Mike Medoro

Welcome to Gainesville 160over90

When we first moved to Florida in September, JR Miller a budding young copywriter approached us with a simple letter welcoming us to town and inquiring about an internship. We liked it so much, we thought a modified version was a fitting way to announce our new office. The following is a post written by JR Miller, a University of Florida Graduate, Gainesville resident, and 160/90 South copy intern. 

Exterior_2As a UF grad, I’d like to consider myself a certified member of Gainesville’s downtown. Prior to interning with 160over90, I spent my time copywriting and karaoke-ing at Grooveshark, befriending the apathetic baristas at Maude’s Coffee House, and consuming my own body weight in nachos from Boca Fiesta. So, it was pretty exciting to hear that a new business was moving into town and potentially bringing life to the gallery space next to the Hippodrome.


160over90 passed over the popular Atlanta, brushed off the tropical Miami, and shunned Orlando to plant their flag in our town. The office looks as if a gallery, a warehouse, and an Apple store were spliced together. If it weren’t for the variety of brand art pieces on the walls, the asymmetrical building, with its numerous nooks and meeting areas, could serve as a child’s hide-and-go-seek fantasyland.



The building, which has a pretty sweet sundeck and a kitchen that’s never short of beer, has also helped me understand how all my pet fish must have felt growing up. The glass walls surrounding the office have turned the workspace into a life-sized terrarium. It’s not uncommon to see people peering in, faces nearly pressed against the glass, clearly asking themselves, “What’s going on here?” (It’s a little creepy, but I am getting used to it.)


Gainesville is beginning to feel like a place for opportunities that are more than just academic. We have always known that we were smart, and that we were techy, but now with 160over90 calling this place home, we are more than a college town.

Take a Seat

As you may have read, last month 160over90 was selected to design a chair for the silent auction at DesignPhiladelphia’s PopUp Place party, along with 16 of the region’s best designers and design firms.

Our challenge started with MARTIN, a simple IKEA chair with legs of steel and a body of birch plywood. There was only one rule—the final result, either functional or purely aesthetic, had to incorporate the chair’s component parts. The options were endless, but we knew we wanted the chair to represent our agency and our people.


Here’s a fun 160 fact: every Friday each of our designers creates a new typographic number or letter. It’s one way to appreciate everyone’s unique style and approach to design. So along with our white and gold color palette, we let everyone contribute his or her own personal touch with a typographic piece.

Most everyone participated, designer newbies and seasoned vets alike. Some pieces were designed on the computer, some were drawn freehand, and some were carefully stenciled and cut out of a $.99 gold foil shower cap.





Even though we use computers for our everyday work, most of our designers started off their careers in areas like screen printing and illustration. This project was a nice chance to step away from the computer and return to hands-on design.

For a glimpse of the other fifteen chairs and their designers, check out the DesignPhiladelphia blog here.

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Five Senses. Nine Days. One City.

October brings good news for lovers of all things design! We’re especially excited about this year’s upcoming DesignPhiladelphia Festival, taking place October 10th – 18th all over Philadelphia.

DesignPhiladelphia spotlights our great city as a hub of creativity and innovation. This year the Festival has a theme – EXPERIENCEdesign! – allowing Festival-goers to engage their senses by seeing, touching, smelling, hearing, and feeling the design that surrounds us all.


There’s something for everyone – exhibitions, lectures, runway shows, workshops, open studios, book signings, tours, and parties. The Festival covers everything from product, fashion, and graphic design to architecture and urban planning. I’m personally looking forward to observing my sense of taste at the Flavors of China event on October 11th.

All events are open to the public, and fortunately for all you frugal souls like myself, most are free. But if you can spare a few bucks, don’t miss the PopUp Place kick-off party on October 9th at the bahdeebahdu studio.


This year we were selected as one of Philadelphia’s “hottest designers” to participate in a silent auction benefit at PopUp Place. We were given a plain IKEA chair and asked to transform it into something brilliant. Our designers are hard at work, and photos are sure to come soon!

So if light projections, exotic food, and DJ King Britt aren’t enticing enough to get you to the cocktail party, come take a seat and see the unique chair creations made by our city’s most talented designers. All proceeds benefit DesignPhiladelphia’s year-round education programs.

For all the details on the DesignPhiladelphia Festival visit We hope to see you there!




Notre Dame Puzzle: If they build it, they will come.

College marketing can be offensive in its choice of photos, typefaces, headlines, and all sorts of other stylistic choices. But perhaps most offensive is how so much college marketing assumes that high school students are idiots.

Thankfully, Notre Dame would rather respect their potential students’ intelligence and give them something they’d actually enjoy: a challenge. So to introduce the school to some of the brightest sophomores in the nation, we decided to give them a puzzle.

So we made a set of cards. They arrived on students’ doorsteps in a simple box. Well, it’s simple to you and me, but quite an engineering task by our production team of Chris Van Auken and Mary Olson. _V3A9880_1

Upon opening up the box, they found a deck of cards and instructions for their challenge: to build the cards into a structure that featured ND’s iconic Golden Dome on top of it. The challenging part was that students had to build it so that color-coded slots intersected with the right colors. _V3A9882The cards themselves contained imagery, illustrations, inspiration, philosophical musings, and other sorts of information that would interest students. Our thought was if students would spend time building the structure, we might as well educate them on the school while they’re doing it. _V3A9899_1One of the most difficult aspects of this job was making sure the puzzle itself worked. Our creative team of Chara Odhner and Jenny Tondera built and rebuilt this thing more times than a kid builds a sandcastle at high tide. We wanted to make the puzzle difficult but not impossible. We ended up with the structure you see below, which typically took around 20-25 minutes to figure out. Chara made this one below, which was the 358th time she made one of these:

_V3A9932So we made ‘em. And then waited for them to drop in the mail. We did have doubts: Did we make it too difficult? Would kids really spend this much time with it? Do kids even open their mail?

Then a funny thing happened. We started seeing the puzzle all over twitter and Instagram.

Screen shot 2013-10-03 at 4.03.24 PM Screen shot 2013-10-03 at 4.03.49 PMScreen shot 2013-10-03 at 4.04.27 PMScreen shot 2013-10-03 at 4.04.57 PMScreen shot 2013-10-03 at 4.05.44 PMScreen shot 2013-10-03 at 4.06.33 PMScreen shot 2013-10-03 at 4.06.54 PMphoto[5]

Glad we could entertain you, bek9712. And we hope your foot is feeling better.

So, it turns out that respecting your audience can pay off. While a lot of postcards get tossed in the trash seconds after they arrive, ours became a source of fun and pride for over half-an-hour.

It seems like high school kids aren’t dumb at all. But assuming that they are sure is.


ECDs: Jim Walls & Tammo Walter

CD: Brendan Quinn

Copywriter: Chara Odhner

Designer: Jenny Tondera

AE: Michelle Shekari & Will Connor

Production stars: Chris Van Auken & Mary Olson