It's an originality contest.įounder and Chief Creative Officer Proud Of But we need to remember that creativity isn't a popularity contest. With social media, it's easy to get caught up in the numbers game. Instead of giving people what they want, let's give them something they've never seen before or even imagined was possible. In 2022, I want to ignore the zeitgeist and push the bounds of originality. Gun violence is still pervasive in America, with no signs of slowing down, and unfortunately it looks like no ad can change that. The sad part is that no matter how brilliant this ad is-or any other anti-gun ad is, for that matter-they simply don't work. It was poignant, powerful and had the 'How did they pull that off?' magic that makes a great idea super memorable. I really liked the Change the Ref 'The Lost Class' idea. It takes massive courage from Tim Ellis, CMO of the NFL, and team along with a profound belief that football can truly be an inclusive sport to make a film of this nature. In four days, we were able to ideate and produce a film alongside our clients that would forever change the 102-year history of the NFL. 'Football Is for Everyone' and that's why it's definitely the project I'm most proud of in 2021. 'Football is gay.' Never in a million years would I have expected the NFL to state those words.

Even though a billionaire ultimately won the bidding, DAOs could be the ultimate manifestation of 'We the People,' and I'm excited to track which communities emerge in 2022. What better way to announce the power of DAO than for one to own a copy of the Constitution? The entire effort was symbolic of a Richter-sized shift in possibilities, serving as a great reminder of how much peer-to-peer trust still exists in the world, at a time when trust in institutions seems to be at an all-time low. I was mesmerized by the ConstitutionDAO and the simplicity, integrity and potency of the idea. I'm excited to continue to learn and track the progression of DAOs. I think his legacy will be his forcefulness and intentionality in bringing culture and experience to the forefront of every consumer industry he touched, especially at the luxury tier where prestige and value is more comfortably defined by heritage and provenance. With his untimely passing, he's left an incredible legacy. Virgil Abloh was the spiritual guide for a lot of what we do at 3BD in terms of our belief in the convergence and flattening of consumer experience across product and content lines. Thanks to our partnerships and support we received for GWB, we have an exciting slate of content and collabs lined up for 2022.

Our work and resulting fulfillment is always that much more gratifying when we hit on each of these vectors. As a creative studio, our sweet spot is entertainment experiences that successfully reflect youth culture, give voice and visibility to new and underrepresented talents, and bring equity and economic access to those creators who are often overlooked. In 2021 we launched our show Gaming While Black (GWB).

Wieden+Kennedy Portland | Robin Maxkii and Samantha Perry.

Vice Media Group/Virtue | Chris Garbutt.Goodby Silverstein & Partners | Jon Wolanske.Campbell-Ewald | Nat Resende and David Mackereth.Burrell Communications | Terrence Burrell.Brown and Browner Advertising | Derek Walker.Use the links to jump to individual entries, or scroll down to read them all.

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