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When former Nike executives Keith Crawford and David Odusanya started CO-Lab last year, like most new agencies, the question was how they would carve out a unique space in an already crowded field. While the duo inked a few smaller deals with brands, they also had a few ideas of their own they wanted to take a closer look at pursuing.
Based on their own experiences of losing loved ones, one of the internal discussions that came up was the idea of reimagining the physical funeral home.