Still buzzing from its recent win of the GM Hum-mer account, Modernista! has launched its first work for The Travel Channel—tagged "Bringing there _here"—and hired creative and account talent from established area agencies.
Copywriter Shane Hutton and art director Will Uronis have joined Modernista! as associate creative directors from cross- town shop Arnold Worldwide, where they worked on the agency's flagship Volkswagen business.
Michael Densmore has been hired from Mullen in Wenham, Mass., as the first director of client services for Modernista! He had been at Mullen briefly as management supervisor on Genuity.
The three new hires—along with chief operating officer Mary Davenport—form the core management team at the shop, which was launched last year by ex-Arnold creative executive Lance Jensen and former Wieden + Kennedy creative director Gary Koepke.
Modernista!'s long-awaited first creative work has begun rolling out in a multimedia push for The Travel Channel. The effort uses degrees of latitude and longitude as visual cues and includes four 30-second TV spots focusing on Spain, Egypt, Las Vegas and New Zealand.
In the Spain execution, a town's tomato festival erupts into a colorful, frenzied food fight.
Ads aim to "show moments people want to experience in travel," said Valerie Grady, vice president of advertising and promotions for the Bethesda, Md., client. The "seven-figure" effort will run through year's end, she said.
Hutton and Uronis said they will contribute to campaigns for all current clients.
"Will and I will act as a first filter," Hutton said. "Gary and Lance will have final creative say. Our job is to bring them good ideas."