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 http://events.designphiladelphia.org. 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.

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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

The True Meaning Of Brotherly Love: Rawls, Jetpacks, And Our First Summer With The Philadelphia Eagles

Long story short:

We’ve been working with the Philadelphia Eagles. If you’re pressed for time and you just want to see the awesome tv spot we made for them, check it out below. If you’re one of those bookish types who likes to read long, rambling articles about advertising, and you haven’t gotten your fix from this week’s episode of AMC’s “The Pitch,” then continue reading after the video.

You can also see it here: www.flyeaglesfly.com

Long story long:

I can call my brother a jerk. But if you call him that, we are gonna have a problem.

That’s a super-simplified explanation of the themes at work in the campaign we at 160over90 recently created for the Philadelphia Eagles.

From the moment the Eagles hired us as Agency of Record four months ago, we knew whatever we made for them would have to come from a place of honesty. Philly citizens are smart and quick to call B.S. on something that’s even the tiniest bit… shall we say… less-than-authentic. To ensure Philly accuracy, I lived on a strict diet of hoagies, soft pretzels, and “Wooder Ice” for three months until completion of the project. I gained twenty-seven pounds.

(Ok so that last part is B.S. Kinda. I also ate soup.)

The campaign we built is rooted in honesty.  Philadelphia is The City of Brotherly Love, but all too often that phrase is glossed over with little thought given to what it really means. Brotherly love is a tough love, a family love, and having lived here and experienced it, we Philadelphians have earned the right to be outspoken. But everything we say comes from a good place. We want the best for one another, and we’re quick to speak up if we feel like someone isn’t giving it their all. We at 160over90 also sought to blur the line between “us” and “them” by pounding home the point that when it comes to the Eagles, it’s always “We.” Win or lose, rise or fall, no matter what, it’s always “We.” It always has been and it always will be.

The creative we delivered is big, bright, bold, and other b-words. We created everything from aerial banners to fly over the Jersey Shore during Labor Day Weekend to bus and train wraps, and other traditional high-visibility executions like billboards.

As a grand premiere for the campaign, we created an anthemic two-minute Eagles video to air during the NFL Kickoff game between Baltimore and Denver on NBC, as well as during the Eagles opener. As a bonus, we offered the video as an online exclusive to the Eagles’ two million Facebook fans and 300k Twitter followers to view and share just before the spot aired on television.

The video itself is a two-minute “Tough Love Letter to Philadelphia,” and we landed John Doman to perform the voiceover. Doman, a Philly native, played Deputy Police Commissioner Bill Rawls on The Wire. He also played football at North Catholic and at Penn. In addition, we got the song “It’s Thunder And It’s Lightning” from Scottish band “We Were Promised Jetpacks” to give the spot sonic elements of drama, redemption, and atmosphere. We even convinced a dude to get a huge Eagles tattoo on his arm so we could film it. It took like one second of convincing.

Saying we were all thrilled by how it turned out would be an understatement, as initial reactions to the spot have been overwhelmingly positive.  The video got over 300,000 views on flyeaglesfly.com before even airing on television, and in addition to some great write-ups by The 700 Level, Barstool Philly, and Philly Mag, Twitter was a hotbed of positivity for the video, which is the first time in history Twitter has ever been a hotbed of positivity for anything. Here are some of our favorite tweets in reaction to the video, called What Brotherly Love Truly Means.


tweet2tweet3tweet4 tweet5 tweet6 tweet7As an agency, it’s been a dream to work on a brand as beloved and iconic as our hometown Philadelphia Eagles. And just as the Eagles are embarking on a brand new season with a new leader at the helm, this is just the start of our partnership. So keep an eye out for lots more awesome stuff.


But seriously, watch what you say about my brother. He is a sweet boy and doesn’t deserve such talk from the likes of you.


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
Lead Motion Designer: Chris Lee
Lead Video Editor: Max Paolucci
Video Editor: Elizabeth Kalbach
Executive Producer: Tom Ammon
Producer: Nick Pitcavage
Senior Copywriter: Elliot LeBoeuf
Copywriter: Kris Blake
Designers: Alex Liebold, Mike Smith, Chad Miller, Erin McKnight
Project Manager: Brian Tennyson
Account Director: Lindsay White
Account Executive: Heather Walkowski
Developer: Cameron Baney
Web Build: Tim Beitz, Mike Medoro,
Directed by: Neighborhood Film Company


Last night our press release aired nationally on ESPN.


When we won the account for the U.S. Open’s in-stadium video entertainment, we were thrilled. But we were also too busy actually creating the work to get around to talking about it.
Last night, our work spoke for itself.

In addition to using our first video to kick off every day and night session, The U.S. Open liked it so much that they incorporated it into their opening ceremony. ESPN liked it too. They decided to simulcast it as TV content for their worldwide broadcast.

In all, we produced videos that will run on three large format screens in the main stadiums as well as 29 other screens throughout the grounds. And despite it being the largest single spectator sporting event in the United States, drawing over 800,000 people in just over two weeks, you’ll have to be there to see most of it. So we wanted to share a few of the other pieces that won’t be airing in primetime just in case you don’t get a chance to make the trek up to Queens.

Find Out Who Can and Can’t Stand Up to the Pressure | U.S. Open 2013


This first video is a 160over90 production all the way through. 160 alum Adam Garcia (better known as The Pressure), provided the voiceover that we laid in over ambient sounds of New York and a great track from The Eagles of Death Metal. The sound design was crucial. The pieces needed to have a certain grittiness.

Why? Well, because we realized a crucial insight early on: that to do this job right, we actually needed to approach it as if we were creating an in-stadium television network. A network all its own. A network with programming that runs in one and two minute increments. It would need its own voice, its own look and feel, and even its own name.

Internally we codenamed this new network “BreakPoint TV.” It wasn’t just an exercise. We took it seriously—considering the appropriate programming, its tone, and feel. This job wasn’t as much about selling The Open as it was about connecting with the crowd: true tennis fans from all five boroughs and all across the world.

Once we had the identity down, it guided every decision. What clips to use, how to handle transitions, and display information. We created a brand all its own. And at the end of all the days and nights that went into making it all, that insight served us up for something special.

Strike Science: The Federer Serve:


Strike Science: Serena’s Backhand:


Everything Is On the Line:


Agency: 160over90
Chief Executive Officer: Shannon Price 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
Lead Motion Designer: Chris Lee
Motion Designer: Joe Dunlap
Lead Video Editor: Max Paolucci
Video Editor: Elizabeth Kalbach
Executive Producer: Tom Ammon
Producer: Nick Pitcavage
Senior Copywriter: Chara Odhner
Copywriter: Kris Blake
Account Executive: Kierstin Loper
Account Director: Danielle Cruz