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The question
changes the work.

A brief usually asks for a better ad. Start with a better question instead. Three campaigns, followed from the first question to the finished work.

Question

A carpet ad can tell people it’s tough.

What would make it impossible to doubt?

  1. Question
  2. Point of view
  3. Make it
  4. Stay with it

Point of view

Put it to work in a zoo.

SmartStrand carpet on a zoo floor. Elephants, camels and a rhino, doing what animals do, live. Nobody had to take our word for it.

Make it

The Mohawk SmartStrand Zoo Challenge
MohawkSmartStrand Zoo Challenge
“Life is Wild”: the camels and the rhino painted across an outdoor mural
Life is Wild, outdoors.
The SmartStrand Zoo Challenge site. A rhino on the carpet, live, with a speech bubble: “This feels nice!”
The challenge site. Twelve webcams, live, around the clock.

Stay with it

Ricko the Rhino’s Twitter account: “my bad, no more chili for dinner!”
Ricko the Rhino got a Twitter account. He used it to apologise.
  • PR Lions shortlist, Cannes 2011

Question

A travel ad can show people somewhere warmer.

What if escaping winter became something you could do?

  1. Question
  2. Point of view
  3. Make it
  4. Stay with it

Point of view

Give winter something to break.

A beach behind a wall of ice in Chicago. People walking past picked up a hammer and broke through.

Make it

The Break Free From Winter installation in Chicago
Visit LauderdaleBreak Free From Winter
Break Free From Winter on a 3D anamorphic billboard wrapping a Times Square corner
A 3D board that splashed over a Times Square corner.
A hammer resting against the words Break Free on the installation’s red frame
A heated container in Chicago, and a hammer.

Stay with it

Three phone screens of creator videos: a woman under a beach umbrella in the snow, a woman layering up indoors, a man shovelling snow with a flamingo float
Creators went from frozen to free.
  • 152% increase in visitation in target markets

Question

A fitness ad can sell the hour in the studio.

What does that hour make possible outside it?

  1. Question
  2. Point of view
  3. Make it
  4. Stay with it

Point of view

Make the promise More Life.

The workout takes an hour. The point is what you get out of the other twenty-three.

Make it

Orangetheory More Life campaign
OrangetheoryMore Life
TRX billboard: More Heart More Life
More Heart, More Life. Out of home.
Social media tiles collage
One insight, every channel. Social to print.

Stay with it

More Life 2.0: a runner in white on a forest trail, sit-ups in a sunlit gym, friends at a lakeside camp, then a figure leaping from a sea cliff
More Life 2.0. The same promise, kept going.
  • 250 → 1,300 studios
  • More Life won a Clio.

An idea needs someone
to see it through.

An idea can lose a lot between the brief and the finished work. My job is to keep it intact.

Working together

Two ways in.
One conversation.

Noah Williams

I’m Noah Williams. Sometimes I work directly with a brand. Sometimes I join an agency team. Either way, the job is the same: ask the question, then see the work through.

For brands.

A creative point of view.

We find the idea. Then we work out how to make it.

For agencies.

Another experienced hand.

Creative direction alongside the team you already have.

We settle what gets made, who makes it and when, before anything starts.

Bring the problem.
We’ll start with the question.