Los York

Glass-Blown Objects: Design Explorations for Motorola Razr  

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Materials of wood: Design Explorations for the new Motorola Edge 'Artphone'

Longtime collaborator Logitech G partnered with us once again to design and produce a series of 12 short-form, product-centric films. The latest release, featuring the G309 Lightspeed mouse, is live, and more spots will roll out across social and retail sites over the coming months. Big thanks to Enrique Espinoza, Benjamin Yu, Marcela B. Ferraz Crosara, and Chase Pitzer for the opportunity to take part in projects like this. Grateful to collaborate with such an incredible team. LOS YORK CCO: Seth Epstein  ECD: Scott Hidinger  Managing Director: Melina Osornio EP Studio: Tita Poe Brand Partner: Nikki Peddie Associate Brand Partner: Lara Wilinsky Producer: Alexander Ramos Creative Director: Cian Mckennna Director of VFX and Motion: Casey Hupke  3D Generalist: Sam Tato 3D Generalist: Rudy Taege 2D/3D Designer: Ha Eun Chang Editor: Robert “Chip” Sneed

Soft, peachy textures: Design Explorations for Motorola Razr

Makers Series: Laura Pol x Under Armour Inside the Rebrand of Protect This House

Design explorations for 'One App One Tap'

Logitech G has partnered with us for its 2024 rebrand launch, with our motion toolkit bringing the new look to life. The debut 30-second e-tail spot introduces the new visual identity and kicks off a global rollout over the coming months. LOS YORK CCO: Seth Epstein ECD: Scott Hidinger Managing Director: Melina Osornio EP Studio: Tita Poe Brand Partner: Nikki Peddie Associate Brand Partner: Lara Wilinsky Creative Director: Ergin Kuke 3D Generalist: Sam Tato 3D Generalist: Rudy Taege 3D Generalist: Eduardo Escanho FX Artist: Vitaliy Yakin 2D/3D Designer: Ha Eun Chang Editor: Robert “Chip” Sneed Sneed Producer: Alexander Ramos

Do you consider yourself to be courageous? I know I’m not as courageous as I would like to think I am. I’ve always thought of courage as somehow a counterweight to being thoughtful or even rational. Which of course isn’t true. Courage is uncomfortable. It means moving past familiar, or good enough. It means not being happy with simply being happy. It’s a paradox that we (as humans and creatives) face every day. Do what you know, embrace predictable outcomes and survive. Or go at it with all you’ve got. Say the thing that someone’s not saying. Be open to the unknown. Embrace risk as a powerful tool, not something to be merely managed. Just over 5 years ago, I embarked on a (courageous) journey when I joined LOS YORK as ECD. It began with a hypothesis and turned into a consuming passion. Every day I have the opportunity to work with some of the most creative, empathetic, passionate people I’ve ever worked with. I’m pleased to report that the hypothesis was true. I’m also pleased to report that we made a book. It’s called Courage. (Yes, books are still a thing.) Please head to LYLabel if you’d like to purchase a copy. Or better still, let's work together (for the first time or again) and I'll just give you one. #becourageous #LOSYORK #globalnomadsofthearts #citizenofLOSYORK Seth Epstein Melina Osornio

My 5 steps to being Creatively Courageous At LOS YORK, we kept circling back to the question - what makes projects great? We arrived at the common ingredient that we call CREATIVE COURAGE. The projects we love the most always involve an element of boundary-pushing, exploring new territory and pushing our comfort zone. "Creative courage" means to us, being willing to go beyond the ordinary and expected. It’s also something we now discuss openly with clients to see what their commitment or tolerance is for doing creatively courageous work. On the flip side, creative courage's counterpart is FEAR. In advertising, we often navigate that tension between fear and courage. In a way, fear is the signal we are banging into being creatively courageous. Given that fear often tends to be the default setting in advertising, how can we cultivate an environment where CREATIVE COURAGE can thrive? Here are my 5 steps to being creatively courageous: Set the stage from the start: 1. Make it clear to everyone involved—both internally and externally—that we're aiming to create something special. It might get uncomfortable, but discomfort is a positive sign. 2. Get buy-in early: Ensure that every decision-maker (top to bottom) is aligned from the beginning on the goal of creating courageous work. 3. Create diverse teams: Build teams and combinations that might seem unconventional. Put people in the room from different disciplines. Fresh perspectives often lead to bold ideas. 4. Never settle: Keep pushing boundaries throughout the entire process. The journey is as important as the destination. 5. Creative First: Prioritize creativity over logistical concerns. The project should be driven by its creative vision. We have all run into concerns about time, budget and being “reasonable”… all important but they are certainly never remembered in the end result. Creating outstanding work requires trust from our clients and an environment for artists to be artists. Our role is create the condition in which to push boundaries and bring to life work that exceeds expectations. We've discovered that the idea of creative courage is fundamental to our approach in doing breakthrough work. Love to hear your thoughts. And if you get a chance, check out our new book, conveniently "Courage" - where we share some of favorite creatively courageous work from the last few years. www.losyorklabel.com