Adding a Little Perspective

Sometimes it pays to step back and put things in perspective. That’s the approach Providence College takes, and incidentally, applying the college’s philosophy when concepting new admissions and marketing pieces for them allowed us to create something far better than our original task outlined.

To help roll out their new brand (which centers around the idea that there’s value in looking from more than one perspective), Providence College asked us to undertake two projects: an admissions video and an admissions microsite. “Sweet,” we said. “We can’t wait.”

With a fresh brand and an excited team, we set forth. But almost as soon as our projects kicked off, we reevaluated them, this time from a new perspective. We realized (well actually, ECD @onetallsteve realized, but who’s counting) that since our video would likely drive to the microsite, and our microsite would likely house our video, the two were not distinct tasks.

“This isn’t two jobs,” we thought, “It’s one.”

And with that, we launched a new project: build a super-powered video-based admissions microsite for Providence College that delivers content in a way a 17-year-old might actually care about.

Just a few short months later, is a real (virtual) thing. And apparently, Sidebar, Awwwards, and Commarts think it’s pretty special, too.


Partners: Shannon Slusher, Darryl Cilli
Executive Creative Director: Steve Penning
Executive Producer: Tom Ammon
Digital Creative Director: Konstantinos Psimaris
Associate Creative Director/Copywriter: Chara Odhner
Video Editor: Elizabeth Kalbach
Developer: Cameron Baney
Motion Graphics: Chris Lee
Interactive Designers: Kelly Clawson, Tim Beitz
Account Supervisor: Kierstin Loper
Project Manager: Michelle Shekari
Video: Washington Square Films


The making of “We. Make. Believe.” for the Atlantic 10 Conference.
This wasn’t our first national TV spot. But no matter if it’s for a Grand Slam, the world’s most applied-to university, an NFL franchise, or in this case—a college athletic conference—every time is sort of a first time in its own kind of way. And on this type of project there are moments when everything can feel like it’s up in the air until the spot finally goes on air. But once it does, like it did last night, it’s surreal. It’s like one final big group check-in. Just like we’ve all sat in together countless nights before. Only this screen isn’t attached to our computer. This feed is beaming down from a satellite. Those are our words. Those are our edits. And effects. And suddenly, it is very, very real.

Pulling it off, takes a lot.

It takes a client willing to take risks and trusting enough to cooperate.
It takes the URL we wanted to somehow be available for $12.99.
It takes flexibility, and it takes patience.

Because when you work on something that you care about so much, so closely and so intensely, there’s inevitably gonna be some friction. This project was no different. It saw CCO* vs. CD, CD vs. Editor, and Editor vs. the state of Texas.** And through it all, we stood, together—just like we did last night.

So back to last night, anyway. Here’s the spot:

It was a long winding road getting there. It started with five of us packed into the back of a van for an all day shoot in Richmond, Virginia. From there it was up to NYC to record VO with artist Saul Williams who you may know from this, this, or…that. Next up, RJD2 hopped on-board to mix the track.

Wall of A-10 work at 160over90.

The A-10 wall at 160over90.

160over90's film crew

Setting up to shoot at VCU’s Siegel Center.

Shooting at The Palestra.

Shooting some dusty banners at The Palestra.

All along we were shooting whenever we could find a window into the busy lives of the A-10’s student-athletes. They are the ones who this spot truly starts and ends with.

These students play on the biggest stages in college sports while graduating at a higher rate than most of the big-name teams they beat regularly out on the court. But somehow that’s not the story. Somehow, they’re not America’s favorite collection of teams. Well, not yet anyway. Because now we’re helping them tell their story to a wider audience: that winning doesn’t mean having to lose what you stand for.

Over the past several months we’ve all become big fans of the A-10. Along the way we realized we share something in common. Whether it’s producing a national spot, earning the grades, or playing late into March—for us, the most important project is the one that lies in front. And then the Next one.

** The Lone Star State may have won, but Max’s mustache remains undefeated.
* Canada Dry lost a good one.

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: Timothy O’Donnell
Digital Creative Director: Konstantinos Psimaris
Copywriter: Kris Blake
Motion Designers: Chris Lee, Joe Dunlap
Video Editor: Max Paolucci
Executive Producer: Tom Ammon
Producer: Nick Pitcavage
Designers: Nick O’Brien, Dan Kent
Project Manager: Jamie MacNamara
Account Directors: Lindsay White, Andy Starr
Account Executive: Jasmine Rupert
Web Developer: Cameron Baney
Sound Design: Tom Lebeau
Musical Score: RJD2
Voice-Over: Saul Williams

The One Thing 17-year Olds Won’t Think is Lame: Themselves



The best way to reach accepted students? Use their own words.

That’s what we did for Seattle University.

SU’s admissions officers pulled out quotes from their essays and we created something beautiful around it. Each accepted student got his or her words in a custom poster along with their acceptance letter.

Check out the hashtag #SUOneofOne on Instagram and Twitter to see the overwhelming response. Below are just a few of our favorites.


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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.