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:

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 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



When you go to art school you get used to pulling all-nighters.
When University of the Arts came to us as a client this summer, they were facing a tight deadline for producing their current year’s viewbook. When they offered the project to us as a last-minute assignment we knew it was going to take a few all-nighters to pull off.

Working together, UArts and our account team outlined an aggressive plan to meet their deadline. Being blocks away from one another right here in Center City Philadelphia certainly helped speed things along. Instead of limiting us, the tight timeline was actually very liberating. As a creative team, we didn’t have time to overanalyze things.

We created a custom type treatment to demonstrate how they help students come into their own and develop themselves into more complete artists. On the cover, a combination of embossing and debossing provide an added level of detail that represents the depth of the UArts education. Trusting our instincts served us well considering many of us here were the book’s intended audience not too long ago.

While we were working non-stop on our end, our effort here was only matched by the team from UArts and a lot of cooperation of Riegel Printing. And while it wasn’t our ideal process, in this circumstance the limited timetable was refreshing. UArts’ 2013-2014 viewbook stands as a testament to the all-nighters we all put in, and it will serve as a bar we look forward to surpassing this year when we have a little more time.

Agency: 160over90
Chief Creative Officer: Darryl Cilli
Executive Creative Director: Jim Walls
Director of Client Services: John Campanella
Creative Director: Greg Ash
Designer: Taylor Goad
Copywriter: Kris Blake
Production Artist: Mary Olson
Account Supervisor: Ryan Brown
Account Executive: Allison Isaacs

Are you

We create originals. You could be our next.

Choreograph your next move.

Learning is doing the right thing wrong

Adding sides adds dimension.Our grads work in all media. Sometimes, Texas brisket.

You are
Behind the scenes look at our press check:

I Have Some Ideas, Again.


Well, it’s finally happening. The former biggest restroom in Center City former Borders that was located downstairs from 160over90 has a brand new tenant. And as much as we wanted it to be Red Lobster (or Red Lobster’s hip, urban cousin, CitiLobster*), turns out it’s going to be a Walgreen’s. Less exciting, right? Obviously. But! It might be a little more than less exciting, or at least less than the less exciting you thought it might be.

See, it’s not going to be just any Walgreen’s, it’s going to be one of those flagship urban cornerstone prototype super Walgreen’s. And while no one knows exactly what that means they’ll have besides the normal goods and sundries, we’ve sure been doing a lot of guessing. Here are some of those guesses. Keep in mind that we are all very tired:

  • Sushi bar
  • Sushi conveyer belt
  • Shark tank
  • The set of “Shark Tank,” that ABC show that’s still on the air for some reason
  • An organic food section that they’ll try to get people to call WalGREEN’s, but it won’t really catch on. Because am I supposed to yell the second syllable? I don’t understand. You’re not making any sense, WalGREEN’s.
  • WALLgreens, a wall display of walls, although honestly I think they’re going to run into the same issues as with WalGREEN’s.
  • Another, smaller Walgreen’s: Walgreen’s jr.
  • A free-standing Blockbuster
  • A Blockbuster where you can only get the dvds in the mail
  • A whole wall that’s nothing but artisanal nail trimmers
  • A whole wall that’s nothing but that wall from Game of Thrones
  • Ball pit
  • A Rite Aid, but like, cleaner.
  • I dunno, man. I’m just excited to not have to walk to that weird CVS down on 15th to get the Pepto I require due to eating nothing but off-brand Cheddar Bay biscuits for the last three months.
  • Dammit, why couldn’t it have just been a Red Lobster.


*the lobster is wearing a fedora. it looks ridiculous. nike air max sneakers



Getting into the most applied-to school in the nation is no small feat. We wanted to remind these high achieving, über determined kids that out 100,000 applicants, they had really shone through. A snapshot of their future at UCLA, complete with layers of vibrancy and revealed messages (click the .gif above to see it in action) we welcomed them to the class of doers, leaders and game-changers.