Reddit
Art Direction
2023
Art Direction
2023
AGENCY Giant Spoon
ROLE Associate Creative Director, Art
ASSOCIATE CREATIVE DIRECTOR, COPY Tommy Dudley
ASSOCIATE DESIGN DIRECTOR, EXPERIENTIAL Eric Zhou
EXECUTIVE CREATIVE DIRECTOR Monica Herman
CHIEF CREATIVE OFFICER Ian Grody
EXECUTIVE PRODUCER Haley Madsen
PRODUCER Hazel Encarnacion
ASSOCIATE PRODUCER Sarah Joseph
TECHNICAL DIRECTOR Juan Alsina
VP, BUSINESS DIRECTOR Victoria Sobel
ASSOCIATE ACCOUNT DIRECTOR Anya Markowitz
We brought that Reddit-owned feeling of revelation to life for marketers looking for new advertising solutions in an ever-shifting landscape. We dove into behavioral insights and illustrated the ripe opportunities for brands, all through the lens of Reddit Recommends, the place people go when they want to know.
Bottom line? Advertisers walk away knowing the undeniable value of Reddit.
Cut-out letters with snippets of various Reddit inquiries and conversations make up outer layer of the facade. Made from laser-cut aluminum, each phrase is meant to blend into the facade background. But for those who look long enough, they’ll see questions and easter eggs emerge.
Various touchpoints showed visitors how Reddit works and is a place full of knowledge and opinions from all over the world. These include a layered, transparent storybook that, page by page, educates on the basics of Reddit told through a typical recommendation, a Rube Goldberg-esque wall where guests can see the journey of a recommendation and the impact it has on brands, and polarized filters that represent ad tools that reach specific audiences in more engaging ways.
The star of the show was in the center of the experience: an interactive conveyor belt and screen where audiences learn about the shift in consumer influence and explore the Reddit landscape as they interact with real questions and communities.
Labeled and color coded, each object on the conveyor belt is embedded with an RFID chip, that placed on a nearby pedestal, connects to UGC of real questions that playfully shows the breadth of Reddit communities. When orangered objects are placed on the pedestal, it reveals a real question asked on Reddit (e.g. “need a better foundation”) with replies from the community with their best recommendation. Blue objects on the pedestal show quirky Reddit-isms. For example, the blue showerhead will reveal “shower thoughts” from the popular subreddit r/showerthoughts.
Reddit
Art Direction
2023
Art Direction
2023
PRESS
AgAge / Adweek / BizBash / Event Marketer
AGENCY Giant Spoon
ROLE Associate Creative Director, Art
ASSOCIATE CREATIVE DIRECTOR, COPY Tommy Dudley
ASSOCIATE DESIGN DIRECTOR, EXPERIENTIAL Kristina Soteri
ASSOCIATE DESIGN DIRECTOR Skye Genesis
GROUP CREATIVE DIRECTOR Monica Herman
CHIEF CREATIVE OFFICER Ian Grody
EXECUTIVE PRODUCER Tiffani Harris
ASSOCIATE PRODUCER Savannah Griffith
TECHNICAL DIRECTOR Scot Gianelli
SENIOR BUSINESS DIRECTOR Victoria Sobel
SENIOR ACCOUNT MANAGER Anya Markowitz
ACCOUNT MANAGER Gabby Finkel
…only in this space, we’re de-mystifying the mystical, showing how Reddit conversations, communities and quips are shaping the future.
From reading tech-trend tea leaves to seeing how communities align or even testing your own predictions against the Reddit community, we used UGC and insights to help brands find and connect with their people in ways that make the future clear.
The most eye-catching touchpoint rests at the center of the space: our Community Crystal Ball, a digital art installation that shows how conversation / success stories and beta testing happens on Reddit, across 5 topics relevant to the CES audience: Web3, gaming, entertainment, technology, and transportation.
Reddit
Art Direction
2022
Art Direction
2022
PRESS
AdAge / Adweek / BizBash / Business Insider / Marketing Brew / New York Post
AGENCY Giant Spoon
ROLE Associate Creative Director, Art
ASSOCIATE CREATIVE DIRECTOR, COPY Tommy Dudley
ASSOCIATE DESIGN DIRECTOR, EXPERIENTIAL Kristina Soteri
ASSOCIATE DESIGN DIRECTOR Skye Genesis
GROUP CREATIVE DIRECTOR Monica Herman
EXECUTIVE CREATIVE DIRECTOR Ian Grody
EXECUTIVE PRODUCER Isabella Rodriguez
PRODUCER Hazel Encarnacion
TECHNICAL DIRECTOR Juan Alsina
SENIOR BUSINESS DIRECTOR Victoria Sobel
SENIOR ACCOUNT MANAGER Anya Markowitz
So for the Cannes Lions Festival, we’re blazing a trail to the Reddit Explorers Club — a surreal adventure clubhouse where intrepid marketers can traverse Reddit’s exciting terrain, connecting with ideas, users, communities along the way. From charting a course to brand engagement to seeing the treasures of different subreddits, Explorers will discover what they, and their company, are in search of.
Within the Reddit Explorers Club, there are over 20 interactive touchpoints. Each one lets viewers learn more about the Reddit landscape. There’s a globe that shows you the timeline of Reddit, an homage to memes mounted onto the wall, and a “This is Fine” photo opp, where we worked closely with the original artist KC Green. Some touchpoints highlight a subreddit, from the infamous r/WallStreetBets to the most famous and best AMAs. There’s even a book that reads, “The Book of Answers to Every Question You’ve Ever Had. Ever.” And those who pull it, find out that it’s just a trapdoor that RickRolls them.
On the south facade, a large, interactive billboard crowdsources opinions via an analog upvote or downvote button, replicating the most recognizable feature on Reddit.