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Mark

“    I'M AN INSECT WHO DREAMT HE WAS A MAN, AND LOVED IT. BUT NOW THE DREAM IS OVER ... AND THE INSECT IS AWAKE.  ”

                                 
                                  - SETH BRUNDLE 
                                                           THE FLY (1986)








/  MEANINGFUL BIO


I’m a creative director in Berlin, with a background in art and design from other places.

I’m currently at Anomaly Berlin, previously I was at R/GA NY, before that I co-founded an apparel brand called Adsum, somewhere in the middle of that I freelanced for big agencies and small studios, and way before all of it I cut my teeth in the skateboard industry of southern California.






/   MEANINGLESS AWARDS


Yes I have them.

CONVERSE PUBLIC ACCESS 





AN UNFILTERED EXPRESSION OF YOUTH CULTURE FROM THE MINDS OF MAISIE WILLIAMS AND MILEY CYRUS





As part of the global relaunch campaign of the One Star shoe, Converse wanted to re-affirm their roots as the brand for the youth. We think if a brand wants to truly support youth culture, they have to provide them with tools, a co-sign, and get the hell out of the way. They also wanted a more engaging and forward-thinking campaign than a typical :60 TVC.

Members of the Converse Collective were invited to create their own Public Access show, from their own voice, about their own interests, and with very little brand input. The fun and absurd qualities of Public Access TV were buffered by serious dialog between hosts and guests about creativity, activism, bullying and general concerns facing young people today… all the while wearing the Converse One Star. We saw this as a great opportunity to tell a meta-narrative about supporting young talent and voices with the show itself, but also the people and process that brought the show to life. 

The ~20 minute episodes aired on Twitter Live, attracting an unexpectedly large audience for an appointment viewing. The show then lived on Converse.com and was made entirely shoppable, while segments were cut down into more traditional :6:/15/:30’s and pusbed out alongside snippets, gifs and photography.


Role: Creative Direction
Client: Converse
Agency:
 R/GA
Collaborators: Will Perkins, Marcus Price, Andrew Barchilon, Tyler Mitchell



















EPISODE 1: MAISIE WILLIAMS



EP 1: THE SHOW



We launched the first episode with Maisie Williams (of Game of Thrones fame), featuring guests Millie Bobby Brown, Amandla Stenberg, Musician Syd, Chef Flynn McGarry, and a handful of young activists including Shade Zine and Mercy for Animals. The aesthetic was an updated take on a classic Public Access tv show set and styles, and the entire episode was completely unscripted except Maisies personal notes. We worked with director Andrew Barchilon to have a few tricks up our sleeves to keep things interesting.





















EP 1: THE PHOTOGRAPHY


“Behind the scenes” style photography from photographer Tyler Mitchell and stylist Ian Bradley. This documentation of the process behind making the shows also helped prove that Coverse was supporting the youth both in front of the camera and behind.




















EPISODE 2: MILEY CYRUS



EP 2: THE SHOW



Not one to be tied to a studio, Miley insisted we bring the studio poolside to her house in Malibu. What Miley wants, Miley gets.  ¯_(ツ)_/¯ Guests include the rappers Aminé and Buddy, young comedian with the hottest takes Brandon Wardell, 19 year old inventor Ann Makosinski, an 81 year old tight rope walker, a 66 year old stripper (wtf), and the rest of the Cyrus family including Noah, Tish and the legend himself, Billy Ray. 






















EP 2: THE PHOTOGRAPHY


 “Behind the scenes” style photography from Ian Bradley. These images were used across Social, Digital, OOH, etc.





















PUBLIC ACCESS ZINE



The true intention of Public Access was to give a voice to interesting young people around the world (not just celebrities), and Converse extended our platform by collaborating with Highsnobiety on a video and zine to do just that.














SEE MORE ON HIGHSNOBIETY.COM















“It all started with Miley Cyrus’ and Maisie Williams’ participation on September 5th in the web series launched by Converse. Bringing together artists, innovators, activists, and young visionaries to reflect on their own personal aspirations, the series has beautifully consolidated the notions of art and contemporary culture.

Public Access ... is a “co-creative” platform that seeks to encourage the sharing of ideas and is dedicated to foster the younger generations’ creativity and understanding of the world.

The result is nothing short of breathtaking work that leaves room for anthropological and cultural study centered on today’s creativity – the cornerstone of tomorrow’s culture.”

                      - Allmazing Magazine






Mark




REST IN PEACE KOBE AND GIANNA BRYANT




































MAMBADAY





FOR KOBE’S FINAL GAME, HE WENT OUT WITH THE SAME DUALITY THAT DEFINED HIS CAREER. 





If you loved him in the 90's - love him like never before. If you hated him 6 years ago - hate him today. Kobe wanted to hear what the world had to say, positive and negative, and our campaign let the world do just that.

We had two KPI’s: Own the conversation around Kobe's last game, and immortalize Kobe by giving him his own dedicated day, Mambaday.

We broke into the conversation, then we broke all previous records for engagement with Nike Basketball, then we got 2.9 billion impressions, #1 trend on all social platforms, #1 geofilter in Snapchat history, 7,000 #MambaDay mentions per minute at peak, then Kanye made a MambaDay shirt, and #MambaDay organically became the official hashtag of the day. Now every April 13th is known as Mambaday.


Role: Creative Direction
Client: Nike Basketball
Agency: R/GA
Collaborators: 
Nickolaus Sugai







THE MAMBA DUALITY


The campaign visuals started with reinforcing the duality of Kobe’s personality and career, celebrating the positive side but also aknowledging the negative stigmas. 



































THE LAST WORD


As the final game approached, we activated the largest push of athletes in Nike history. Stars from all different sports and countries came together to weigh in on Kobe’s duality, and give their “last word” on who Kobe is to them. This brought massive campaign awareness and engagement without the use of any paid media.
































THE LAST WORD GENERATOR


It was now time to get fans involved, so we gave the world a platform to let Kobe know how they felt. Being R/GA, we just had to make a damn image generator to let everyone create a “last word” asset exactly similar to the ones Nike athletes posted.























SNAPCHAT GEOFILTER


For the final game, we created a global Snapchat geofilter with an image of Kobe waiting for you to give your last word. It was the most used geofilter in Snapchat history, idk if it still is, but who really uses Snapchat anymore? 



















TWITTER EMOJI


On game day, we launched the world’s first branded athlete emoji on Twitter. All uses of #MambaDay generated a Kobe 11 shoe graphic. Fans, celebrities, media outlets, an ex-president, Drake, the art school I went to (unknowingly), even competing brands and their athletes ended up stamping their message with a Nike shoe and swoosh. The emoji automatically turned the entire world into Nike brand ambassadors. 













































This couldn’t have been done without true collaboration between R/GA, W+K and Nike creative teams.
All credit for the campaign’s success goes to Kobe and his 60 point final game.

Mark

THE LEGEND GROWS





AND DUDE, THE BABY... ? 





For the launch of Eric Koston's second signature Nike shoe, we created a campaign to celebrate and cement his iconic status in skateboarding. Building off of the insight that skaters have an almost oral history of what pro did what trick and what spot, The Legend Grows is an ever evolving fish tale about a skateboarder who's talent is almost unbelievable and skill is legendary.

This spot was created to walk the line between mass audience and niche skateboard culture, featuring big names like Tiger Woods, Kyrie Irving, and Neymar, but also cameos for the endemic skate audience such as Giovanni Reda, Neckface, the SB Team.

Rest in peace to the true legend Jake Phelps, him agreeing to be in the spot is the realest co-sign you can get in skateboarding.

Role: Creative, Art Direction
Client: Nike SB
Agency: KBS+


























PRINT & EXPERIENTIAL




































BEHIND THE SCENES






Mark

ADSUM





I CO-FOUNDED AN APPAREL BRAND WITH A COUPLE FRIENDS.





I helped create Adsum from an vague interest, to a clear idea, to a solid brand, to being picked up by major retailers across the globe.

Adsum now has a flasghip store in Williamsburg Brooklyn, had a pop-up shop in SoHo NYC, and has been stocked at shops around the world such as Dover Street MarketNeed Supply, END, Kinfolk, Ships Japan, Journal Standard, Wism, C’H’C’M’, Street Machine, The Next Door, and my favorite department store in the world, Beams Japan.

The brand has been featured in press such as NYTimes (multiple times), GQ, Hypebeast, Highsnob, Complex, Eyescream, and Monocle. It has also collaborated with major brands including New Balance, Woolrich and Reebok.


adsumnyc.com

























































Mark

PERFORMIX HOUSE 





A MEMBERS-ONLY FITNESS STUDIO FOR THOSE WHO OWN EVERYTHING. 





I freelanced to open an exclusive, members-only fitness and content studio in New York City. Our small crew did the branding, design, environmental graphics, full launch campaign, and much more. One year after opening, Performix House is already a huge success. The brand and vibe attracted the city’s top trainers and clients, including some of the biggest names in culture today like Virgil Abloh, Bella Hadid, Riccardo Tisci, Nick Wooster, Joe Holder, and more. 


Role: Creative Direction, Branding, Design
Client: Performix House
Collaborators: Nickolaus Sugai, Edgar Gallardo, Bryn Little, Dave Kerr







BRANDING




























LAUNCH CAMPAIGN


The Performix House brand is based around a core principle: Every detail matters, and every detail is your responsibility To live a fitness-driven lifestyle, you have to own all parts of your life. Own every rep, own every session, own every minute of every day... even if it's a cheat day. To become great, you have to Own Everything.

We launched the gym with the "Own Everything" campaign that highlighted the biggest differentiator for our facility, a large team of elite trainers and celebrity instructors who actually do own every facet and style of fitness.





Teaser manifesto




Cryptic OOH messages on 14th street teased the gym’s opening, creating a lot of buzz and a little confusion.






Launch Film





Introduced all trainers with portraits, bios and videos.



















ENVIRONMENTAL GRAPHICS


What's the point of an exclusive fitness experience if you can't post an IG story with a motivating branding moment, right?


































Mark