Salty Cactus Creative

Embrace Active Scar Defense bought in to a concept called “Personal Stories. Real Results.” And as impressive as the product result testimonies were on the women we interviewed, it was all out excitement when the client landed the one and only Serena Williams as a sponsor. Serena had used Embrace Active Scar Defense after her c-section and was a big fan. She had been experiencing significant pain during her recovery. Then she started using Embrace Active Scar Defense. It not only helped her scar it reduced the associated pain, allowing her more quality time with her beautiful new baby. This is the kind of endorsement brands dream of and Serena’s story was moving.

Group Creative Director Film: Lynn Pulsifer
Associate Creative Director: Michelle Maas Associate Creative Director: Darron Davis Photographer: Sarah Silver

Sometimes the best way to capture a brands story is to begin at the beginning. To this day the hacienda which produces Tequila Herradura is one of the oldest fully functioning hacienda’s in Mexico’s central region of Amatitan. The tequila is 100% agave and the traditions upheld in the crafting of this spirit go back generations. This video was produced in a documentary style, with a lean team taking advantage of everything the property had to offer. We made the most of a three day shoot setting up before dawn, and staying until we captured every last bit of sunset.

Creative Director: Lynn Pulsifer
Director of Photography: Stewart Cohen
Art Director: Cynthia Wolfe

Approaching clients with the right partners to create brand stories worth spreading is paramount to delivering work that is compelling. This 5 film series paints a rich tapestry of patients living with this rare blood cancer. When Incyte corporation came to W2O with the goal of creating a series of unbranded documentaries about people living with myeloproliferative neoplasms (MPNs), I immediately contacted Academy Award®-winning director and filmmaker in the documentary short category Cynthia Wade. The result was a deep well of evergreen content that powerfully connects the brand to its audience and the world. To see the films in their entirety and to learn more about MPNs go to https://www.voicesofmpn.com/mpn-blog/mpn-disease-documentary.aspx

Group Director of Creative and Film: Lynn Pulsifer
Director: Cynthia Wade Director of Photography: Boaz Freund

When Whole Foods launched 365 as an answer to affordable healthy groceries with it’s own branded stores, our team was on the scene. We created the look and feel of their social content as well as the approachable everyday tone of the brand. Our content raised brand awareness and built a social following for the emerging this emerging brand by creating fun and approachable content based on strategic creative thinking, market insights, and editorial themes.

Creative Director: Lynn Pulsifer Associate Creative Director: Michelle Maas

The challenge for the team: bring to light that HPE Services offering is authentic, trustworthy, and capable of much more than just managing routine service contracts. They go the distance with you and help carry you along your journey as an IT Decision Maker or Business Decision Maker.

Creative Director: Lynn Pulsifer Associate Creative Director: Michelle Maas
Associate Creative Director: Matt McDougall

When we partnered with the Wente Vineyards to get to the heart of the brand’s legacy and true purpose, we landed on a powerful insight. That although social media can connect us in some ways, it still lacks visceral connection and real-life experiences. In essence, “liking is not living,” The creative output after significant strategic alignment was a campaign called #maketime. This is a campaign that shines a light on the decisions we make about how we spend our time, and how that matches up with what we truly value in life.

Group Director of Creative and Film: Lynn Pulsifer
Group Creative Director: Susan Parker Associate Creative Director: Luana Sanson Art Director: Kelly Sullivan

THE VIDEO: Under the guise of a marketing focus group we invited people to meet with us. We then let the cameras roll and asked them about the demands on their time, what they feelforced to sacrifice, what would make life more fulfilling. During the in camera interviews we asked them how much time they spend on social media, watching TV, online games, etc. And, in the background we were adding those numbers up. Toward the end of each interview we served up those very real numbers. The shocking realization that they’re wasting considerable amounts of time that could be spent more meaningfully was palpable. After each realization, we brought in a surprise guest—a friend or family member they haven’t had time to connect with lately.

Positioning Alnylam in the rare disease space was an incredible experience for the team. Connecting with the brand as well as its’ patients as they fight for their lives was both humbling and rewarding. I was fortunate enough to attend the live focus group sessions with real patients reviewing the work. It was so gratifying to hear things like “This is exactly how I feel.” Unearthing authenticity means listening. Alnylam is changing the face of medicine. Because patients deserve hope. Every single one of them.

Creative Director: Lynn Pulsifer Associate Creative Director: Michelle Maas
Associate Creative Director: Darron Davis

Marble slab was looking to create content that matched the creamy richness of their ice cream experience. If you’ve ever had their ice cream you’ll know that’s a pretty high bar. On top of that the budget was tight. I got to work on a manifesto that would capture the essence of the brand from the customers point of view.

Creative Director: Lynn Pulsifer Art Director and Photographer: Ehsan Abbasi

Part and parcel of launching a premium denim brand comes the challenge of attaching a recognizable name to it. Theodora Richards, daughter of the legendary Keith Richards, was the perfect match for this brand with a rock and roll vibe. The brand was a 1st for Aalfs. Aalfs is the 125-year-old denim manufacturer behind brands like Lucky, Harley Davidson, Polo, Mossimo, and LLBean.

Creative Director: Lynn Pulsifer Writer: Stephen Hindley Photgrapher: Paolo Kudacki