Author Archives: MortarMark
November 3rd, 2014

Mortar + Tyra Banks: What Happens When Two Badasses Collide.

Tyra Banks is a whole lot more than just the creator of the Smize. She’s the world’s most influential supermodel and super-businesswoman. And when it comes to social media, Tyra is the boss. From fierce-faced selfies to clever quips, Tyra shares with her fans nonstop, and they love every second of it. If you need proof, just scan the daily comments from her 31 million plus followers.

Mortar recently partnered with the superwoman to bring her new cosmetics brand, TYRA beauty, to life. Because one of her core messages is to give people the power to be the CEO of their lives, Tyra developed her business as a direct selling model where the products are sold by independent contractors that she calls ‘Beautytainers.’ And when it came to brand personality, ordinary wouldn’t cut it: she wanted to zag where the beauty industry would zig. If there’s one thing to know about Mortar, it’s that we love to turn ideas on their heads—which made us and Tyra the perfect partners in crime.

Our task was to turn this layered narrative into a cohesive strategy that would captivate the world. Challenge accepted. Turning complex messages into a compelling story is, like, totes our thing. We began by developing a brand mantra that would serve as the TYRA beauty rallying cry:

Beauty. Business. Badassery.

We knew the TYRA beauty brand needed to be as loud and fierce as Tyra herself. And “badassery” was a word that Tyra could truly own—it gave her the power to carve out and own a space in the crowded world of cosmetics. From there, we crafted a crisp positioning statement and a smart, confident tone of voice that would inform every facet of the TYRA beauty brand.

Our work for Tyra sparked a social media shockwave: 292,165 likes, 15,040 comments, and 3,831 shares, for total engagement of 843,164. It even got the attention of major celebs: Alicia Keys, Russell Simmons, Ivanka Trump, and Karlie Kloss, just to name a few. (Yo, Russ, let us know where we should send our hip hop demo tape. We’re basically the next Jay-Z.)

And not surprisingly, we got plenty o’ love from TyTy herself.

Tyra came to us looking for badass, and we brought it. Though we’re still looking to her to help us finesse our booty tooch.

August 26th, 2014

We’re Beefing Up Our Account and Creative Teams.

Thanks to some recent new business wins, we’re growing like Zach Galifianakis’ beard on Miracle Gro. We’re on the hunt for an Account Executive, Account Director, Senior Art Director, and  Account Management InternRead on the for the details.

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August 12th, 2014

Mortar, Ben Stein, and Jackson Remix the Fireside Chat.

If “fun” isn’t a word you associate with financial services, congratulations, you’re normal. The category is plagued by dry text, stock photos, cryptic bar graphs, and cheesy Flash animation. Our client Jackson was determined to shatter this unfortunate trend. They asked us to explain their investment plan Elite Access in a way that people would legitimately enjoy and understand, which just so happens to be what we’re good at.

To start, we teamed up with the one and only Ben Stein. Any of you millennials know who that is? Anyone? Maybe you just need to get the sand out of your eyes. The professor from Ferris Bueller’s Day Off also happens to be a respected economist and an adorable old man, which made him the perfect face for the Elite Access brand.  Through an elegant combination of live action video and animation, we breathed life into an arguably dull story. May we present, Ben Stein’s Storytime.

The storytime setting and whimsical illustration style offer a sense of warmth and accessibility. So instead of leaving the video with brainhurt, you actually understand how Elite Access works. All it took was a little simplicity and humor to make a complex topic entertaining. And we had a boatload of fun filming in LA with Ben and the Criminals. (Hey, that sounds like a band.) Did we just use the word “fun” to describe a financial services video? Looks like the category’s moving on up.

August 4th, 2014

There’s a Place for People Like Us! (And It’s Not the Nuthouse).

Our summer campaign for the Exploratorium is live, and it feels so good.

Using exhibits at the museum, we produced a series of short films that were shared on the Exploratorium’s social media pages (see the rest of the videos on their YouTube page).

And then we took over the entire city of San Francisco.

Curious_Wall Billboard _Single Flag Pole

Mortar’s biggest ad of the year.

Curious_Flag Poles_Embarcadero

Our Thursday night campaign targeted young locals (and, we’re pleased to report, Thursday night attendance numbers have soared since the campaign’s launch.) The current summer campaign aims at the hordes of tourists trudging aimlessly toward Fisherman’s Wharf, because that’s all they’ve ever known. We’re here to let them know there’s more to San Francisco than whining sea lions and sourdough bread. Head down the road to Pier 15, and your brain just might get bigger.

Curious_Muni

Curious_Muni_Posters

Curious_CastroMuni

Because the Exploratorium’s exhibits play with perception and encourage interaction, we created a campaign with plenty of “head-tilt” factor. The black and white photos, which came from the Exploratorium’s archive, all depict actual exhibits from the museum.

For Pandora radio, we wanted to make people stop and tilt their headphone-wearing heads. So we created anthem-like spots that glorify everything the Exploratorium…isn’t.

Exploratorium_Mobile

We’re sure there’s a place for non-curious people, too, but we couldn’t tell you where it is.

Curious_Clam Chowder

The above billboard was supposed to go up at the Pier 39 parking lot, but the Port of San Francisco requested that we move it to Union Square. (So now we’ll catch the tourists before they board their cable cars.)

And of course, the new work is expected to draw more locals to the museum, too. At 100,000 square feet, you literally discover something new every time you go. Curious? Well, we know a place.

Curious_Trolley

Curious_Pedi Cab

June 30th, 2014

Pop It Like It’s Hot.

We love surprises. And a pop-up store for a cloud computing platform qualifies as a surprise in our book. Amazon Web Services has set up shop at 925 Market Street, offering educational workshops, laidback coding lounges, and an “Ask an Architect” counter where you can do exactly what it sounds like. Apparently the bouncer is choosy, so we snuck some pics for those of you who aren’t suave enough to make it past the door.

Turning a virtual product into something you can see, hear, and touch? That’s a smart move. And it never hurts to provide mountains of junk food and beer to win those coders’ hearts.

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