Creativity Innovators of the Year 2013: Pereira & O'Dell

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Surely, it wasn't easy to follow up on "Beauty Inside," Intel/Toshiba's social film that broke boundaries, won awards and made people actually feel something. But Pereira & O'Dell delivered--with something completely different. "Power Inside" was a slapdash, wacky, hilarious tale of aliens and mustaches that proved that when it comes to experimental courage, this agency has it in spades.

One of our favorite pieces of work from 2013 was this shop's brilliant, understated campaign for Skype. "Family Portraits" was a trio of films that focused on the video-calling service's ability to change lives. It worked with artist and photographer John Clang to create "family portraits" that would let people -- and animals -- far away pose together.

Pereira is undoubtedly one of the best shops out there when it comes to branded content/short film genre. It proved as much when it debuted its first work for vacation rental site AirBnb, and commissioned a team of artists to replicate 50 listings on the site into birdhouses. The project's cornerstone was a film showcasing the process, from the creation of miniature dream destinations to shots of the birds discovering their new homs. PJ Pereira, the shop's chief creative officer,
said that there is still a "wide chasm" to innovate in branded content. He plans to do it by making distribution wider and adding tech twists.

But the shop truly surprised and delighted when it launched some truly beautiful design work for Callegari Olive Oil, an EVOO from Spain. For the company, the agency created some stunning bottles that took inspiration from Spanish tiles. One bottle was a decanter that was functional and beautiful, shaped like a droplet. Another was an actual perfume bottle perfect for atomizing salads. And then there was a small fountain pen that let chefs "sign" their signature dishes using the oil.

The agency's new business machine also keeps busy -- in 2013, the shop won Airbnb, Gymboree and AdCouncil's Keep American Beautiful, as well as Reebok and New Era. For the latter, it did a simple, beautiful spot in April to mark the anniversary of Jackie Robinson's first MLB game, which featured people tipping their (New Era) caps to the legendary player.

And while it's hard to believe that there was any room for side projects after all this, 2013 was also the year that the shop's Mr. Pereira published his own novel, which explores West African mythology. There's already talk of it being optioned for a Hollywood movie. We just hope he has enough time.

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