GERRY WEBER
Award—winning creative and designer based in NYC. Currently, VP of Creative and Brand Strategy at BBC Studios where he leads multiple creative marketing teams across the organization.
VICE
Brand Overview
2014–2020
︎ Creative Diretion
︎ Art Direction
︎ Brand Strategy
Helped establish the modern day look, feel and mission of VICE; identifying and leading brand initiaves while launching verticals and global lines of business.
︎ Art Direction
︎ Brand Strategy
Helped establish the modern day look, feel and mission of VICE; identifying and leading brand initiaves while launching verticals and global lines of business.
VICELAND
Brand Overview
2016–2020
︎ Creative Direction
︎ Art Direction
︎ Brand Strategy
On February 29th, 2016, VICE launched VICELAND, a TV channel led by Spike Jonze, where programming covered the most important topics to young people today.
At it’s core, it was a channel of radical empathy created by people, for people riding the fine line of high and low vernacular. It lifted the curtain, showing experimentation and processes, all while acting as a platform to give viewers a global stage to be heard.
Not wanting to do a typical over-the-top graphics package, we developed along with Gretel, the unbranded brand. Using reductive typography, motion and messaging, we let the product sell itself.
︎ Art Direction
︎ Brand Strategy
On February 29th, 2016, VICE launched VICELAND, a TV channel led by Spike Jonze, where programming covered the most important topics to young people today.
At it’s core, it was a channel of radical empathy created by people, for people riding the fine line of high and low vernacular. It lifted the curtain, showing experimentation and processes, all while acting as a platform to give viewers a global stage to be heard.
Not wanting to do a typical over-the-top graphics package, we developed along with Gretel, the unbranded brand. Using reductive typography, motion and messaging, we let the product sell itself.
VICE
Vote Case Study
2018
︎ Creative Direction
︎ Art Direction
The VICE Vote campaign uses a collection of powerful iconography, stripped of color and context, to examine political issues that matter to young people most.
User-generated content was at the center, where we used VICE channels to give young Americans a stage to voice their opinions. An interactive hub plotted UGC across a map, where people could see opinions forming across the country in real-time.
Then, leading up to the midterms, we shut down all of VICE’s channels and displayed a CTA to register to vote.
The results? VICE Vote accounted for 2% of new voter registration and inspired a massive discussion.
︎ Art Direction
The VICE Vote campaign uses a collection of powerful iconography, stripped of color and context, to examine political issues that matter to young people most.
User-generated content was at the center, where we used VICE channels to give young Americans a stage to voice their opinions. An interactive hub plotted UGC across a map, where people could see opinions forming across the country in real-time.
Then, leading up to the midterms, we shut down all of VICE’s channels and displayed a CTA to register to vote.
The results? VICE Vote accounted for 2% of new voter registration and inspired a massive discussion.
Burton
Durable Goods TVC
2017
︎ Creative Direction
The ask: Burton came to us and asked for a custom :30s spot to play across vice O+O focusing on their durable goods line.
The challenge: How to we speak to people that are into the outdoors, but aren’t snowboarders necessarily?
The idea: No Bad Trips - We don’t show snowboarding, we show everything else and the process of getting to these hard-to-reach destinations, while having a good time doing it.
Durable Goods is more about the journey and gathering around the fire to talk about a day of snowboarding, not the physical act of it. No Bad Trips has more meanings than one. Featuring Burton’s pro riders naturally using the gear and doing what they typically do when not on a board. Having fun with their friends in the greater outdoors.
The ask: Burton came to us and asked for a custom :30s spot to play across vice O+O focusing on their durable goods line.
The challenge: How to we speak to people that are into the outdoors, but aren’t snowboarders necessarily?
The idea: No Bad Trips - We don’t show snowboarding, we show everything else and the process of getting to these hard-to-reach destinations, while having a good time doing it.
Durable Goods is more about the journey and gathering around the fire to talk about a day of snowboarding, not the physical act of it. No Bad Trips has more meanings than one. Featuring Burton’s pro riders naturally using the gear and doing what they typically do when not on a board. Having fun with their friends in the greater outdoors.
VICE News
This Is What News Can Look Like
2020
︎ Creative Direction
No desks.
No makeup.
No sets.
No suits.
This is the premise of what makes VICE News different from everyone else. Our correspondents didn’t go to journalism school, but they are culturally clued in, following stories they can only tell at VICE.
They are on the ground, embeded where the people and action is. This is What News Can Look Like is a declaration, a flag in the ground.
No desks.
No makeup.
No sets.
No suits.
This is the premise of what makes VICE News different from everyone else. Our correspondents didn’t go to journalism school, but they are culturally clued in, following stories they can only tell at VICE.
They are on the ground, embeded where the people and action is. This is What News Can Look Like is a declaration, a flag in the ground.