Waylon Ad and design:unknown
We see things differently, and sometimes, that perspective is just what our clients need.
Since 1997, design:unknown has collaborated with Waylon Ad, a leader in advertising communication. The agency, located in St. Louis, Missouri, appreciates our San Francisco-based presence and our unique sense of the local music culture. They value our take on things, which in turn informs the way they approach their work.
In September 2003, Waylon Ad asked us to contribute to their concepting for Budweiser's "True Music" campaign, a project designed to celebrate the many genres of American music, while updating Budweiser's brand image. We agreed, and principal designer Jonathan Caponi sharpened his pencils and got to work.
"We showed Waylon a variety of concepts," explains Jonathan, "and when we came to the last one, the agency went nuts. They felt we were on to something with our concept of true music having its root in the local scene, such as independent music stores and venues. So they had me flesh out the idea."
The project was a successful creative cross-pollination. "I think our work got Waylon's creative juices going and put them on to a line of thinking they had not explored. They pursued the concept, and while our particular visuals were not used in publication, others with a similar thread were. I'm glad we could inspire this creativity."