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.
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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.





If things seem a little more Hungarian today, there’s a reason for that. Either you’re in Hungary (you’re probably not in Hungary), or you’ve caught wind of the fact that the launch of the House of Zwack in the United States is nearing – It’s Saturday, in fact.*

In case you’re not familiar with HoZ, it’s a group of three liqueurs with a history that goes 200 years deep into Hungary’s past. To help Diageo ready the States for this launch, we created a whole suite of branded assets which all draw from this history, referencing the many stories and characters in the Zwack family.

Posters and other in-store signage:HoZ_posterHoZ_CaseCard


A recipe book that weaves together the Zwack story with cocktail recipes: HoZ_Book_1HoZ_Book_2HoZ_Book_4HoZ_Book_3HoZ_Book_5HoZ_Book_6HoZ_Book_7

Barware: HoZ_CuttingBoard

Suitcases for product representatives to carry: HoZ_Tags_8HoZ_Case_1

*unless you’re reading this after Saturday, the 18th. In which case, it was in the past. Hooray! It’s now available at a liquorery near you.