Creative Director: Anthony Trimpe

Copywriter: Sean Rosenberg     

Graphic Designers: Justin Nottke, Colin Rigsby

Photographer: Brad Weller

The 2016 theme for summer: the tried and true Red, White and Blue. With Team USA taking on the world in the Rio Olympic Games, the overarching theme was practically picked for every retailer—meaning we had to spin it in unique, nuanced ways. At the same time we needed to evolve the nebulous idea of America throughout the beloved season so the message had legs well into August. Behold, USA three ways: rich, wonder-filled hallmarks evoking summers past, stark patriotism honoring protectors of the flag, and revved-up, all-over, all-American battle cries for Team USA.

Launching in early May, our first iteration of the USA campaign conjured the hot magic of those early summers that seem to last forever then evaporate instantaneously. Our second campaign launching around Memorial Day, kicked off the unofficial start of summer with a more reverential, stern tone, one that honored the reality of standing for the stars and stripes. The releases benefited Columbus, Ohio’s Military Veterans Resource Center. The third and final act of our USA summer play closed the curtain on the season with an all-encompassing USA! USA! USA! chorus, complete with something for every Olympic fan. However, without a license from the Olympics, finessing messaging was the name of the game(s) as was skirting legal headaches.