A Gator Purpose in Life (See what we did there?)

The Welcome Center is one of the first points of interaction a prospective student and his/her parents have with the University of Florida. Recently, we were asked to create an admissions video for these future Gators to watch during their initial campus visit.

There’s a philosophy here in Gainesville that as a member of the Gator Nation, each person has a purpose much larger than themselves. It’s a mindset that starts as soon you step on campus as a student at UF, and it pervades everything you’ll do for the next four years. (Five if you are a super senior.) We tell this story through a series of “chapters,” each one focusing on a particular aspect of the student experience at UF. The camera follows a handful of different students as they move through their lives on campus. At the close of each chapter, all of the individual experiences combine to reveal a greater purpose or impact.

The final product took us about 12 days to shoot and about a month to edit. I think we captured four terabytes of footage, which was about half as much captured for the last Iron Man film. (Shane Black, eat your heart out.) In the process we flew drones, saw a whole bunch of sunrises, and jumped into Lake Alice. (Well, Tom did, anyway.) The best part was just seeing the amazing lives these students are living. Some days we were shooting them from breakfast to well after dinner, and their lives are jam-packed with really interesting stuff. Not sure how many of you have ever made a canoe out of concrete, for instance.

Here are some stills of our favorite moments.










You can see a condensed version below. If you want to see the full-length version you’ll have to sign up for a campus tour.


The Team

Chief Executive Officer and Principal, Shannon Slusher
Chief Executive Officer and Principal, Darryl Cilli
Group Executive Creative Director and Principal, Jim Walls
Group Director of Client Services and Principal, John Campanella
Creative Director: Greg Ash
Associate Creative Director: Alex Liebold
Senior Copywriter: Larry Werner
Executive Producer: Tom Ammon
Digital Creative Director: Konstantinos Psimaris
Director of Client Services: Maggie Slomiany


Last fall we were charged with branding the new Chicago HQ for Hub Group, a leader in coast-to-coast transportation management.

We needed a simple concept to tie together all the varying spaces within the building. The idea of ‘movement’ represents both Hub Group’s services and where they are going as a company.

With wayfinding applications, colorful murals, and multi-layered wall graphics, we created a vibrant environment immersed in different aspects of transportation. With four floors, we could really play up Hub Group’s coast-to-coast services. Time zones, color-coding, and geo-specific visuals bring this idea to life.

The second floor—marked in blue—falls in the Eastern Time zone, where an oversized highway graphic stretches the length of the main office walls.


Up on the third floor, Mountain Time is denoted in red, and has call-outs to the region’s notable cities like Phoenix, El Paso, Salt Lake City, and Aspen.


Light green marks the fourth floor: Pacific Time. Here, we took more literal steps with the design inspiration, using exact replicas of shipping containers to divide common spaces.


Even the executive lounge features a large wall graphic that is both directional and motivational.


More, we designed geo-specific murals for each floor’s kitchenette. We tied them all together on the first floor, piecing together the kitchenette murals to create a cross-country panorama in the cafeteria—complete with moments of surprise like Hub Group trucks on the highways.



This design of the space pushed Hub Group’s office outside of the [intermodal] box.


Then you saw a Gator

It was a little less than a year ago that we experienced our first Gator football game. After moving from Philadelphia, the home of the Eagles and the City of Brotherly Love, it’s hard to imagine discovering an equally passionate fan base, but we’d also never been to Gainesville on a Saturday.

Your first stroll down University Avenue on game day can be a little jarring if you aren’t prepared. This seemingly sleepy college town transforms overnight from quiet, moss-covered trees to walls of orange and blue adorned with every Gator hyperbole within reason.

On this particular Saturday the Gators were gearing up to play Tennessee. Accordingly, the rival shades of orange were in full swing. We arrived just in time for the players’ entrance with the legendary Gator Walk. The pageantry was on par with the greatest show on earth. The band, cheerleaders, students, and hundreds of fans welcomed these men as they prepared for battle. At times it felt like the scene from Gladiator, when Russell Crowe led his men into the Colosseum. In this modern day version, Coach Muschamp led the way. Although none of us had any real attachment to this team, we were compelled to reach out our hands for a high-five. I guess that was the first time we saw a Gator.

As that story goes, quarterback Jeff Driskel went down in that game, but the team rallied for a victory. Overwhelmed with a growing sense of pride for this newly embraced nation, we locked arms with strangers at the end of the third, and by the end we knew motions to every chorus. Unknowingly, this was the beginning of a love affair.

There is something truly unique about belonging to the Gator Nation. Something that never really leaves you, no matter how far you are geographically separated from The Swamp. It’s hard to explain, but come Saturday you sure can feel it. Ultimately, we celebrated that commitment and flair in typical 160over90 style with a 2:32 minute video.

The video debuted during the Eastern Michigan game. By game two of the season against Kentucky, the students were reciting the words. We’ve been told that watching it gives fans the chills, but if you really want to feel your hair stand up you have to experience it eight minutes before kickoff alongside 90,000 of your brethren. Kinda like this:


Chief Executive Officer and Founder, Shannon Slusher
Chief Creative Officer and Founder, Darryl Cilli
Chief Creative Officer and Principal, Jim Walls
Group Director of Client Services and Principal, John Campanella
Creative Director, Greg Ash
Associate Creative Director, TJ Aseltyne
Director, Konstantinos Psimaris
Producers, Nick Pitcavage and Tom Ammon
Editor, Anderson Bradshaw
Director of Client Services, Maggie Slomiany

Blocks, Bottles, and Broken Glass

As a branding agency, one of our main objectives is to elicit a visceral reaction from our audiences through visual storytelling. So, when we see talent prospects doing the same thing—treating us as the ‘consumer’— we can’t help but love it. Here’s a smattering of some inventive job applications that impressed us, entertained us, and miiiight have helped get a few people hired.

Most recently, this brave, Backstreet Boy-loving copywriter pitched us with a parody of “I Want It That Way.” It not only landed her a job at the agency, but also landed her in Forbes.

We also hired the person who told us her story, one block at a time.


Another hopeful tried to be an ‘out-of-the-box’ thinker with this funny (read: frightening) package. Could have been a bit punnier if his name was Jack…


Over the years, we’ve had a few go the more ‘traditional’ route, having pizza delivered for lunch — a gesture that we will never turn down. Then there was the bottle of tequila sent after an interview on Cinco de Mayo…


We have to warn you, though. If we open a package and find a box of shattered glass, we probably won’t hire you. Yes, it’s a great way to get our attention, but it’s not a great way to get a job.


Are you bold enough, creative enough, to really wow us? If so, we are hiring.*

Click here, fill out the form on the right, and hit the ‘submit application’ button.

We can’t wait to see what you’ve got.

*Broken glass portfolios need not apply.

California To The Core

You surf on your lunch break. You start every Saturday with a five-mile hike. You live in the moment, love farm to table freshness, and crave adventure.

We know you. You’re a Californian. And Golden State Cider was made just for you—by CA, for CA.

A brand-new hard cider crafted by Sonoma’s own Devoto Orchards, Golden State Cider is available exclusively in California [starting with the North Bay area, for now]. The best part? The brand speaks directly to the California lifestyle—active, healthy, adventurous—and it’s something that really hit home with our Newport Beach team.

To support the launch [which is today, people!], we conceptualized and created everything from a logo and mark, to packaging, branded gear, and drinking accessories.


Playing off of the cider’s all-natural ingredients—100 percent freshly pressed West Coast apples, with no added sugars, concentrates, gluten, or excess water—the brand exudes a fresh, coastal, carefree vibe with a bright color palette of orange, cream, and teal. And what’s more ‘California’ than a playful sea otter named Seamus?

GoldenStateCiderMaking its debut in draft form, we designed a variety of Golden State Cider ‘surprise and delight’ moments—from branded pint glasses, coasters and cocktail napkins, to keg collars, tap handles, and table toppers—to fully outfit bars and restaurants.

GoldenStateCiderGoldenStateCiderWe also created promotional swag like t-shirts and beach towels for the budding GSC fan base [a.k.a. the tribe, as we’re calling them].

GoldenStateCiderLooking ahead to the fall, Golden State Cider will be selling through from the orchard to a liquor store near you [provided you live in California]. Our freshly designed cans and carriers make it easy to take this mighty dry and super crisp cider anywhere—to your table, or surfboard or lawn, or rock or hood, or backpack or hammock.

GoldenStateCiderSo grab a cold one, and let’s toast to the Golden Hour—whenever or wherever you want it to be.


Chief Executive Office and Principal, Shannon Slusher

Chief Creative Officer and Principal, Darryl Cilli

Group Executive Creative Director and Principal, Jim Walls

Group Director of Client Services and Principal, John Campanella

Executive Creative Director and Vice President, Tammo Walter

Creative Director, David Levy

Associate Creative Director and Copywriter, Christian Sternal

Designers, Ben Biondo, Bryan Hill

Copywriter, Nick Micale

Account Supervisor, Jeremy Groff

Project Manager, Anna Mumford