Cooking is a visceral experience, from the strong aromas, to the sizzling sounds, to the colors and the textures. You get into a rhythm, a groove, a headspace where you’re untouchable and no matter how good (or bad) a chef you are, you feel legendary.
The things you commit to are the things that make you. In the case of Rashad Amer, commitment is as simple as finishing a sentence.
To celebrate the 75th anniversary of Delta and Coca-Cola as partners in flight, we decided to bring to life the very place where both brands meet — the tray table. We commissioned different artists to give a refreshing take on a different Delta destination. We debuted their work on a 767, creating a full plane of art and turning each tray table into a canvas.
Then to commemorate the project, we gave the original artwork a home in a vending-machine inspired gallery at the Atlanta airport.
It's fancy! It's in a can! It's the fanciest soup in a can!
Voiceover by John Lithgow.
I like to remind myself from time to time that you don't need a client or even a lot of money to make something impactful. This video was made over a series of weekends with my former roommate. It now has over 2 million views and counting.
Delta wanted to promote their flight routes out of Los Angeles. While we could have written some headlines and matched them to images of exotic looking places, we wanted to do something different. Instead, we recreated street art from all around the world and encouraged people to go see the originals.
We worked with street artists like Beastman, Findac, SHOK-1, and Curiot to replicate every single detail of their original pieces, from the windows that appeared in Beastman's mural in London to the vandalism that appeared in Nachito's mural of a monkey in Mexico.
Passersby could also win a trip to the original location by posting a picture of one of the billboards on Instagram.
Esquire Magazine wanted us to come up with a way to convince more men to mentor young boys. Why? Because boys without positive mentors are statistically more likely to drop out of school, do drugs, and end up in prison.
We came up with The Mentor Act – a law that will make being a mentor a legal excusal from jury duty, so at risk boys have more positive mentors, thus reducing crime and future need for jurors to be summoned in the first place.
Men have man caves. Women should have she sheds.
In order to introduce Delta's new snapchat handle, we created the first ever scavenger hunt using Snapchat filters.
With the help of some talented designers at Wieden, I designed and art directed over 50 emojis for the Delta emoji keyboard.
To check them out in action, you can download them on the app store.
I creative directed the visuals for the launch of Harper Wilde, a bra company that my good friend Jenna Kerner cofounded.
I worked with photographer Carissa Gallo to come up with all the images on the Harper Wilde's site. The launch of the company was then featured on the NYTimes, Refinery29, Nylon and many more.
The mobile video game Boom Beach did not have much of a social media presence. We were tasked to create tons of content that gave a bit more personality to each of the game's characters. I also drew all the images before they were handed to an animation company. These are the before and afters.