Reinvent – R/GA (1999–2003)

This was a little film made for an award show. A few leading interactive agencies were invited to say something about what they do, and how they do it, and how they were fundamentally different from their peers.

The montage execution came out of the positioning of R/GA as a creative factory, staffed by teams of smart people, who produced effective new-media products. The payoff, my tagline, “It’s about the work,” directed viewers away from lingering preconceptions associated with R/Greenberg and instead turned their attention to the spanking new R/GA.

Reinvent – R/GA (1999–2003)