Tough As Nails

The activity taking place in the former home of Leonard/Monahan isn’t the ghost of agency past. Rather, it’s the goings-on of a new creative shop called Nail.
President Chuck Carmone and creative director Brian Gross formed the entity in September after the two were downsized from LBC Design in Providence, R.I., which had absorbed some Leonard/Monahan staffers and clients before focusing exclusively on design.
Carmone and Gross also worked together at Kelley/Dexter in Boston, where they serviced accounts such as Vail Resorts, Salomon North America and BMW New England.
At Nail, the two have created a five-spot TV campaign for Seekonk, Mass.-based Alperts Furniture promoting the store’s reopening.
Other Nail clients include Salve Regina College in Newport, R.I., ski and hiking boot manufacturer Dolomite, in Lebanon, N.H., and Berkshire Blankets in Ware, Mass.
While Carmone hopes to follow in Leonard/Monahan’s footsteps and become a well-regarded creative shop, he said he would not emulate that agency’s downfall. –Sarah Jones