Making Digital Campaigns Indelible


iNDELIBLE is a New York-based agency that touts its digi-first sensibility in rendering campaigns through a “harmonized ecosystem of digital elements.”

“When we started the company just over a decade ago, mainly due to bandwidth constraints, the visual representation of a brand online wasn’t much more than a slightly cleaner catalogue,” says iNDELIBLE CEO Ross Glick.

Case in point — its work for Ladies’ Home Journal, which was featured on The Today Show (above) for turning the magazine’s “Can This Marriage Be Saved?” franchise into a microsite and webisodes to reach a wider audience beyond print.[more]

LHJ has been dolling out marital advice via the iconic column since 1953. The creative challenge was to bring its “he said/she said/professional advice” formula into the digital landscape and attract new, younger viewers.

iNDELIBLE took the column’s true stories of marital woe and created branded entertainment via (slightly) tongue-in-cheek webisodes such as “Our Dog Is Coming Between Us,” “We Never Have Sex,” and “His Mother Is Tearing Us Apart.”

Similarly, New York’s famed Scoop boutique, known as the “Ultimate Closet” for acclaimed and emerging designers, offers an online ‘look-book shopping experience’ that includes full-screen video.
The Rich & Skinny denim brand, created by jean genies Michael Glasser (of 7 Jeans and Citizens of Humanity) and Joie Rucker of Joie Jeans, tapped the agency to create a rich media experience and mock reality-style narrative — dubbed Lifestyles of the Rich & Skinny — on its website, featuring a cast of infamous characters and scandalous exploits, all wearing the brand’s jeans.

Allergan retained the agency to promote Botox as a means to control extreme sweating. The solution: creating a web series featuring talk show-style episodes, Ready, Sweat, Go!, hosted by Orbit gum girl Vanessa Branch, where women talk frankly about daily living with this condition. The agency also redesigned Allergan’s website to add a “find a dermatologist” tool as well as a self assessment test.

“We continue to be forerunners in developing and integrating full motion-based video experiences for every touch point throughout the marketing communications spectrum,” says Glick.

Two upcoming campaigns are brands new to the digital retail space.

Love Life is a new brand in the emergent cosmeceutical industry that offers specialized products, developed by oncologists for patients who have undergone radiation and chemotherapy. Its products boast a blend of natural botanical extracts, antioxidants and moisturizing agents formulated to repair and restore damaged skin.

Chi Benefits is a wellness consultancy firm that provides cost-effective Corporate Health Care Plans tailored to maximize employee performance. They also offer group insurance based on their expertise in health care legislation, cost-claim reductions and leading health care plans.

“We’re merging digital video, design and technology and reshaping the field of digital video and content production (in particular shooting, encoding, and using new technology to push high-bandwidth content), that in turn conjures compelling narratives and immersive brand experiences,” says Glick.