Omelet

These West Coast Agencies Are Fearlessly Embracing Change as Advertising Evolves

New York has long served as the heart of the media and advertising industries. Los Angeles, by contrast, pumps out a steady flow of popular culture and has its own agency scene to match.

Smashbox Goes Behind the Scenes of a Photo Shoot in Its Foray Into VR

Plenty of iconic magazine and fashion shoots over the years have taken place at the 25,000-square-foot Smashbox Studios in Los Angeles—a Stuart Weitzman campaign shot by Mario Testino, for instance, and

Hitman’s Latest Campaign Set Garys (Busey and Cole) in Competition … to Get Assassinated

For Square/Enix's Hitman, a video game where players must assassinate given targets without getting caught, Omelet LA spent the first half of the year building a campaign that kills (literally! ... well, digitally, anyway). And it used that campaign to build actual gaming content.  In March, for the game's release, Hitman built pre-rolls that let you murder the ad. The spot, titled "The Wolfshark," featured the aforementioned ("TV's King of Corruption!") and featured a "Kill this ad in..." button where "Skip ad" normally is. 

Inside This L.A. Agency’s Powerful Documentary About Gangsters Turned Interventionists

If the biggest extracurricular activity your agency has had time for lately is the yearly holiday card, prepare to have the bar hoisted higher than your T-rex arms can reach. Los Angeles creative agency Omelet has released its first full-length documentary, a project that took three years to complete. The hook of "License to Operate" feels like a buddy-movie plot: It follows former gang leaders committed to improving their communities—partitioned into de facto war zones by subsets of gangs, sprung from the original Bloods and Crips—working with law enforcement when necessary.  Along the way, we meet characters like founder Aquil Basheer of the LTO Movement and the Professional Community Intervention Training Institute (PCITI, which trains and certifies interventionists and other professionals), former Athens Park Blood Kenneth Jones, and Reynaldo "Whiz" Reaser, a former Raymond Crip. 

Pokémon Unveils Its Super Bowl Ad, the First of This Year’s Spots to Roll Out Online

Pokémon has become the first brand to unveil a full 2016 Super Bowl commercial, rolling out an extended version of its 20th anniversary spot that will run in a 30-second version on the Feb. 7 telecast.

How the Steady Stream of Creative Talent Moving From N.Y. to L.A. Became a Flood

A dyed-in-the-wool New York advertising professional, Patricia Korth-McDonnell had heard all the clichés about Los Angeles as an endless parking lot, a cultural wasteland and, perhaps most relevant, a professional dead end at best and career suicide at worst.

As the Tech Industry Grows and Diversifies, Digital Agency Dress Codes Now Range ‘From Hobo to GQ’

When Andrea Bredau, managing director of talent at Huge, brings in job candidates, she tells them not to wear suits. Take note, newly minted college grads winding down your summer vacations and looking to get a job in digital: You may need some cool, casual gear just to get in the door.

An L.A. Agency’s Grassroots Drought Initiative Has Grown Into a Citywide Campaign

As California's drought continues to worsen, the city of Los Angeles has turned to a local ad agency to help change residents' water habits.

As Meerkat’s User Growth Explodes, Here Are 4 Tools Marketers Want ASAP

Meerkat, the South by Southwest darling, surpassed the 300,000 user mark around four days ago and stated

This L.A. Agency Takes on the California Drought

Even as the drought in Southern California reaches historic levels, it remains a problem that is all too easy for most citizens to ignore.