New York-based rhinofx is game for business as evidenced by its ongoing endeavors for ATI’s video game cards, the latest effort being the fourth installment of a webisodic mini-series launched in 2004 to showcase the client’s product features and graphic technology.
The mini-series spawned Ruby, now the global branding icon of ATI (a company which was purchased by AMD in ’06). In the newest two-minute webisode, once again directed and written by rhinofx’s Harry Dorrington, Ruby is involved in a high-action snowboard chase, demonstrating the power and flexibility of ATI’s 3D gaming accelerators.
Ruby has gained fans outside the Internet as well. Over the past few years, ATI merchandised Ruby dolls for Europe, Asia and the United States, t-shirts, hats, screen savers calendars and wallpaper. ATI also sponsors “Miss Ruby” contests, where women compete to be Ruby at international videogame conventions. And real women, dressed as Ruby. have even popped up on YouTube singing the song, “Don’t You Wish Your Girlfriend Was Hot Like Me?”
You have to wonder, since Ruby was designed in the form of a video game, might her next role be starring in her own game someday?
Rick Wagonheim, partner/managing director at rhinofx, admits that other ways to take Ruby from a brand to a piece of entertainment are being explored. He notes that Ruby could work on multiple platforms such as mobile media, video games and movies. “ATI is no longer looking at us as just a vendor–but as a strategic creative partner in the continued effort to brand Ruby and expose her around the world,” he says.
Brad Emmett and Rob Legato Join Doner As EVPs, Exec Creative Directors
Doner, part of Stagwell, has hired Brad Emmett and Rob Legato as EVPs, executive creative directors. Their remit includes leading and strengthening Doner’s creative work, as well as fostering new client relationships. In their newly created roles, the duo will work across Doner’s full client roster, which includes a diverse portfolio of brands from Zyrtec to Hackensack Meridian Health to Stellantis.
“As an agency founded and headquartered in Detroit, we are committed to investing in top local talent. Welcoming Brad and Rob back to Doner reflects that mission,” said Doner CEO David DeMuth, who also serves as chair and CEO of the Doner Partners Network (DPN).
Emmett and Legato rejoin Doner from McCann Detroit where they led creative efforts for General Motors, including the Will Ferrell “No Way Norway” and Mike Myers “Dr. EVil” Super Bowl campaigns. Emmett and Legato also led creative efforts for brands including Alfa Romeo, JBL and U.S. Bank. Together, their work has been recognized by Cannes Lions, Webbys, One Show and the Clio Award Hall of Fame.
“I’ve grown so much from partnering with CEOs, top creative leaders, and, of course, my teams. I look forward to continuing that same spirit of collaboration back at Doner,” said Emmett. “The agency’s diverse portfolio of brands has always impressed me, and I look forward to working with the team to create new work that moves the needle for clients.”
Legato added, “Something exciting is happening around every corner at Doner, and I’ve missed that. I’m thrilled to rejoin the team as it turns the page on a new chapter in its legacy of creating groundbreaking work for brands at the intersection of Modern and Main Street.”
This news comes on the heels of... Read More