Art director Jed Grossman (pictured left) and copywriter Eugene Fuller have cranked out one 20-second film for every single day this past year, created to wake up users with a video alarm clock.
"It's important to keep the simple things in mind," said Mr. Fuller. "For instance, everyone needs and uses an alarm clock, and they're all the same. So why not make a cool one?"
The duo is the creative force behind indie agency Mother's New Balance account. The alarm-clock work, which is a campaign for the sneaker brand, follows another effort from Mother, dubbed 574 Clips, which created hundreds of video clips to show off limited-edition shoes. Since the shoes are handmade, the team wanted the communication to be handmade, too.
"A lot of the work we've done recently has allowed us to really, really make stuff," said Mr. Grossman. "We've become pretty handy with table saws and laser cutters, and it's not uncommon to see us crouched in the corner of Mother shooting a stop motion test."
The team's ingenuity about all things creative comes through when they share their interests outside of the agency. Mr. Grossman?who's had stints at Crispin Porter & Bogusky, the now-defunct Cliff Freeman & Partners and Strawberry Frog?came to art direction by way of 3-D animation and, er, baked goods.
"My grandfather was an amazing painter and even better baker, so I've always had a fascination with art as well as bread," he said. Mr. Fuller, a Kansas native, who was a backup dancer in '90s rap videos. He's worked at a range of shops, including Publicis, Ogilvy and Periscope in Minnaepolis, but at Mother, he says he feels at home. "The framed picture of my mom on the agency wall might have something to do with that."