https://andrewwkay.co/Samsung-Centerstage

Samsung was looking for a novel way to bring all of their large appliances to life in a singular branded experience in Best Best buy stores across the country. The problem? These large appliances are scattered across showroom floors, distributed by category (washers / dryers, refrigerators, air conditioners, etc), so a branded experience showcasing all the products together physically wasn't an option.

Our solution was to create a massive, 1-to-1 scale interactive product catalog of Samsung's line of home appliances. The result: a six-by-eleven foot UHD interactive display powered by Cinder, allowing shoppers to explore, customize and order Samsung appliances via a completely bespoke interface designed specifically for the project. These digital walls were installed in over 1000 Best Buy stores and drove a significant increase in the channel's revenue.

2015 Bronze Cannes Lion, Digital

https://andrewwkay.co/Built-To-Compete

The marching arts—everything from what you’ve seen in the movie ‘Drumline’ to ultra-traditional kilted Pipe bands—is a broad category of activities with many flavors, fundamental to all of which is the drum corps. Even more fundamental however, is the intensity and dedication that the members of the drum corps in this fascinating subculture bring to every rehearsal, practice and competition that dominates their time outside of the classroom. Every bit the student athletes that we’re more familiar with in top tier high school and NCAA level football and basketball programs, it’s no wonder these activities are often referred to as “the sport of the arts”. Yet for outsiders, the level of athleticism, training, and artistry that these marching programs demand is often overlooked or flat out ignored.

Evans Drumheads and Promark Drumsticks have always been used in the marching arts, but have historically been overshadowed by the likes of Vic Firth and Remo—brands that have a history of sponsorships with top tier teams and near total branding saturation at events and competitions. Other brands’ market saturation aside, Promark and Evans products are roundly considered to be superior, both in terms of technology and quality. Therefore our re-entry into the marching arts category needed to put a stake in the ground: like the teams at the top of the pack, Evans and Promark are BUILT TO COMPETE.

https://andrewwkay.co/D-Addario-XT-Brand

In partnership with design firm Holotype, we created a stunning packaging concept for D’Addario’s latest and greatest extended lifespan sub-brand: X-Series. The first release, XT, features a groundbreaking combination of enhanced break resistance, pitch stability and long-lasting performance—all while preserving the tone and feel of uncoated strings. These strings are made to stay, for performance that never fade away.

The design spotlights a heroic, 3D-rendered and embossed ‘X,’ which depicts not just the name of the product but also alludes to the coating that lends the increased lifespan to the strings themselves.

The 3D ‘X’ identity has inspired renderings and animations that further explain this revolutionary new technology and its many benefits.

Meanwhile, the nearly monochrome, matte-finish envelope pushes back against all the ‘noise’ on shelf, giving players’ eyes a place to rest, while the colored tabs and vertically oriented product information allows for easy way-finding for both shopper and store clerk.