GIANMARIA SCHÖNLIEB

For Gay Pride 2020, I partnered with celebrity photographer Mark Leibowitz to launch the magazine “Wear Pride Mag” which supports Black Trans women and celebrates the Pride movement.

In absence of Pride celebrations due to COVID-19, the magazine features photographs of queer people and allies modeling Pride flags in fashionable ways to express their own Pride, highlighting the diversity of the movement. Step-by-step instructions on how to recreate these inspired looks are in the magazine.

The project was very well received. Even celebrity LGBTQ ambassadors like Nina West shared and praised it on social media. Proceeds from the magazine are donated to the Marsha P. Johnson institute.

Photographer: Mark Leibowitz

*Winner of Communication Arts Award, published

Forever 21 wanted to launch a new beauty brand and concept store in LA called Riley Rose. So we let local residents in LA's most Instagrammed neighborhoods define her. By ripping apart our campaign. All hand torn! The more you tear on the poster, the more layers of images you reveal underneath.

There are many different ways in which one can do absolutely nothing. The only constant variable is one very comfortable sofa. Face, meet couch.

Launch campaign for Burrow.

There Internet is full of jerks.

So, with the help of Coca-Cola for Super Bowl we imagined what would happen if we opened happiness (and spilled it) online.

And with over 111 million people watching the game, this was also the perfect moment to do something relevant, beyond just the tv screen. So we decided to turn the hate we found online into happiness, and even Hitler (see below) couldn't stay mad!

Director: Peter Thwaites

Here's a global TV spot I made for Coca-Cola starring a nun, a fireman, a lifeguard, and the animatronic dolphin from the Portuguese version of "Flipper".

The story is all about generosity and how no matter who you are, or whatever life throws at you, there is always someone out there who could use a Coke a little more than you.

After the spot aired, we invited viewers to screen-write alt endings and keep the generosity going during the Oscars, here in the U.S.

Director: Dante Ariola

Coca-Cola wanted to own the word “AHH”.

We created 61 interactive unique gaming experiences that drove more than 4 million users. Beginning with AHH.COM, if you visit ahhhh.com, ahhhhh,.com, ahhhhhh.com, ahhhhhhh.com, ahhhhhhhh.com, ahhhhhhhhh.com, or ahhhhhhhhhh.com you'll find a game or video or joke or something we put there. Till you type 61 Hs!

Each H's experience was designed for both mobile and desktop. Below are my favorite H designs, prints and some of my favorite games: “Don’t Spill The Coke”, “Aartichoke, Aardvark and a Coke” and “Maniac Kernels from Outerspace”.

It was incredibly fun to sketch and design the different Hs.

*Winner of American Photography 35, published

Life does not look like out of the pages of a catalog or an influencer’s grid. Burrow is the only furniture brand that embraces the little flaws and mundane moments that make up the bulk of daily life. Everyone has that crooked frame on the wall or a stain on the couch from eating Chinese takeout. This is real life and Burrow portrays everyday life with all its attendant imperfections.

Photography was utilized in digital advertising, print and social media.

Made at BURROW

Lyft needed to re-enter the market after the first difficult year of pandemic. So we started teaching people how to be human again with an integrated campaign that spanned across TV , out of home, social and owned channels.

When things go wrong with someone’s bikeshare experience, the brand hears about it online.

I was tasked with creating a toolbox of responses, illustrations and GIFs to help the Lyft Bikes & Scooter customer engagement teams respond to hard questions, nice compliments and the occasional troll. All with an extra dose of hot pink humanity.

*One Show Interactive Pencil, *Shorty Awards Winner

It's extremely hard to effect the sales in the automotive industry and we wanted to modernize and socialize the process of researching, sharing and buying a car.

Dodge Dart Registry worked like a wedding registry, but for a car.

Users were able to build their own dream Dart, then to invite friends and family to sponsor parts. They could raise a portion of the cost or the full price and just had to go to a dealership to pick it up.

Through Dart Registry, we sold the first 2 fully crowd-funded cars ever. Plus millions of people were exposed to the newest features of the Dodge Dart.

When New York City shut down, New Yorkers needed a feeling of control. With Ride Up, my goals was to turn everyday bike rides into acts of resilience and optimism. The campaign greeted New Yorkers with a marquee placement in Times Square and others across the city to position Citi Bike as a symbol of positive progress for neighborhoods slowly coming back from the brink.

Social media is essential to build and grow the voice of any brand, especially a young one. I call my creative approach for Burrow social media an “organized chaos”. We want to surprise people every day with something unique. New content is created daily to engage our audience across all the different social channels, posting once or twice a day.

I pride myself to create with my team every type of content in-house: fun gifs, memes, live events, uniquely art directed visuals…etc

Here’s a selection of my favorites.

Check out the Burrow Instagram feed for more.

Made at BURROW

On World Book Day 2020, I launched “Bookmarks For Good” - a campaign encouraging people to stay home and read more books helping to flatten the curve of the spread of COVID-19. I personally designed artful bookmarks to remind people of the importance of reading. The project was quite a hit, and all proceeds went to the NYC COVID-19 Emergency Funds..

In the 2016 election, an estimated 15 million eligible voters didn’t go to the polls because they didn’t have a ride. This year, Lyft is expanding its work to provide ride access to the polls.

Through vibrant, colorful, and uplifting creative work, we focused on the positive, empowering aspects of voting. We collaborated with German artist Lisa Tegtmeier, an emerging illustrator whose artwork is characterized by dynamic and charismatic characters that span a diverse range of races, ages, genders, sizes, and attitudes. In the crowded world of election marketing, Lisa’s work stands out.

A truly integrated effort, the campaign lit up the brand’s social channels, in-app communications, emails, dotcom, paid media, out of home, and even landed in Times Square. And to make it easy for people to spread the word to encourage friends and family to go out and vote, we created a dedicated page on Lyft.com to download our bold illustrations.

Stay Proud is the first endless digital Pride parade. It’s a project born from the thought that Gay Pride should be celebrated endlessly. Brands and companies happen to jump on the Pride train only in June, but many of them still lack of initiatives for the rest of the year. Why limit to one month?

No matter who you are or where you are, you can jump on one of our queer floats through Augmented Reality and celebrate Pride with the Interweb! Stay queer, stay proud.

Play HERE - Stay Proud Link

The lifestyle photography around the launch of the new Nomad Collection opens a weird, wonderful, colorful world for the Burrow brand. Inspired by quirky, eclectic homes, we wanted to create something different among our furniture competitors. Off-kilter scenes meant to stand out in a sea of generic, aspirational spaces.

This is especially important for a young brand in order to create a series of assets able to perform across a range of media. Our goal as a brand is to stand out, to be “never normal” and to spark the imagination of the consumer.

Photography and different media applications below.

Made at BURROW

Here's a TV spot I made for Dodge that shows how to build a Dodge in 100 easy steps in occasion of Dodge’s 100th birthday.

If you follow the spot closely, there are exactly 100 numbers hidden throughout the whole spot, from 1 to 100. It was very fun and challenging to find different ways to integrate each number to its own scene.

The campaign was created for the relaunch of Dodge Dart and we also shot a bunch of :15" on the side.

Director: Keith Schofield

Hurley’s Fall 2017 campaign.

Filmed in Hawaii, it captures firsthand the way Kai Lenny - the most famous wave surfer- is redefining what it means to be a true waterman. Kai’s diverse watersport skills include surfing, kite surfing, and most recently, hydrofoiling. In the film Kai challenges himself to take his newest skill to the next level.

The campaign includes a hero film, photography, tutorials and animations/cinemegraphs for social content.

One of the biggest challenge for Burrow was to understand how to make the leap from online to brick and mortar. The answer was the opening of a 100% experiential store in New York. A retail store created not to be just a point of sale, but an experience of the brand essence.

In the store, customers can sprawl across a Burrow sectional on the main floor while playing with a Gameboy, or make their way to the basement and kick back in a room full of Burrow armchairs and watch free movies and Netflix all day.

We wanted people to enjoy, relax, and experience true comfort moment while interacting with different playful installations. The private movie theatre, the insta-photo booth with a giant green screen behind one of the best selling couches…all experiences that allow a brand to win over customers instead of focusing just on transactions.

The store has also been a focal point for events and creative partnerships with other brands to create a community around the brand.

Role: Creative Director/Retail Design

A collection of lifestyle photography shot for Google Pixel across Iceland, New Mexico and Los Angeles.

Photographer: Mark Leibowitz