Advertising

Target

Eleven legendary designer collaborations. Twenty-six conceived and produced national campaigns. Seven newly branded Target-owned brands. Nine years of real creative collaboration. In a recent statement, Target CMO, Cara Sylvester referred to our work as, “a celebration of the products, services, occasions, emotions, and people that come together to make Target, Target.”

JUST Egg

Breakfast that can change the world. We helped JUST Egg unf**k the planet on a new platform for their plant-based eggs and we produced some films that show JUST that. Directed by Tim Godsall, and narrated by JB Smoove they show that you may not always wake up caring about saving the food system from unsustainable animal-based mass production, but you’ll always love eating their really good eggs.

Harry’s

In partnership with a co-founder of Warby Parker, we reinvented the formulaic category of men’s shaving and grooming by creating Harry’s company name and the entire brand world. Now, Harry’s affords men of all ages quality, inexpensive shaves from their everyday razor.

Honest Tea

Founded twenty years ago on the idea that their product should always be organic, and made transparently and sustainably, we launched their first-ever campaign to show just how honest the brand’s practices are. From sourcing to bottling we were able to show what comes of a person’s decision to choose an Honest Tea.

The Coca-Cola Company

While The Coca-Cola Company has a world-famous name, most consumers don’t know the full story. We helped this iconic brand talk about itself for the first time in 131 years, working across every medium, including broadcast, print, outdoor, social, and grassroots initiatives.

Luminary

The future of podcasts is here, and it’s ad-free. We partnered with the founders of Luminary to launch the first podcast-centric platform, player, and publisher. And we created the brand’s identity and a launch film that invited people to be part of the future of podcasts with exclusive shows.

A24 Public Access

We brought A24’s experimental voice to life by creating its first-ever marketing initiative for the brand of A24 itself, putting an entirely new spin on a classic piece of media — the billboard. A24 PUBLIC ACCESS celebrated the studio’s artists and communities through a summer campaign that screened its most well-known films on billboards in the cities where they were filmed, 100% free for the public to see.

Shinola

Designed with intention. We partnered with the Shinola Detroit company founders to launch a complex and uniquely American brand that manufactures watches, bicycles, leather goods, and journals. Our full-service collaboration with them included full messaging strategy, brand book, website design, brand and product photography, and more.

Beyond Meat

A better burger for the planet. We worked with Beyond Meat to create an iconic manifesto and campaign for their first-ever broadcast film. With John Hillcoat directing and Octavia Spencer narrating, we invited the world to imagine what could be if we all Go Beyond.

Irene Neuwirth

By marrying her iconic, luxury jewelry with her personal passion for horses, we created a gorgeous 2019 campaign shot by Theo Wenner. We also brought in pro equestrian rider Jessica Springsteen to capture the true style and warmth of the jewelry on her farm.

Whole Foods Market

A brand whose name is synonymous with holistic health and unparalleled standards. We conceived and executed their first national advertising campaign which included print, outdoor, and television advertising introducing the theme “Values Matter.”

Peloton

Game-changing connected fitness at home. We crafted a brand refresh for their first campaign which transformed them from a piece of exercise equipment into an aspirational brand the whole world was talking about.

Retail

Warby Parker

We began working with this rapidly growing brand shortly after they opened, conceiving and executing all creative needs including national television spots, retail store design, photography, and both temporary and traveling brand experiences.

Shen

A local cult clean beauty destination. Using plywood as our design inspiration, we built the new Cobble Hill store for Shen Beauty. The outcome was a multifunctional space that felt unified and innovative.

Vashi

Partnering with Vashi on their London flagship and global retail format, we designed an experience that brought the brand’s core idea to life: something made is more meaningful than something bought.

Allbirds

A running shoe for runners, and the earth. To create a global campaign for The Dasher - their first sustainably sourced performance shoe, we produced a film to tell the story of their sustainability mission.

Away

Channeling the language of postcard correspondence, we developed a retail platform for Away that celebrated the power of travel in its growing fleet of stores. We anchored the stores with storytelling walls featuring actual missives and reinterpreted travel imagery with artist Richard Baker.

Tend

We helped this modern dental practice and dental hygiene brand create a fresh look and feel with a whole suite of friendly and inviting creative surrounding visual identity and brand language. We also developed their now-bestselling product line and first to market city-wide brushing studios.

Beautycounter

A blueprint for clean. We worked with this award-winning skincare and beauty leader to create a campaign that articulates its bigger mission and shows the world that through its products, community, and advocacy, it’s out to change an entire industry for the better.

Sonos

Effortless listening. We helped this world-renowned wireless speaker brand design its first retail presence, and created a self-guided exploration and listening experience focused on reimagining what a product demo could be.

Sunday Goods

After launching as a next-generation canna-brand, we worked with Sunday Goods to bring their sun-grown sustainable product to life in retail. By leveraging cannabis’ long-standing relationship to the making process we created a feel-good brand experience that feels just right.

Branding

Half Magic

Beauty that’s for every version of us. Born from an iconic make-up aesthetic Doniella Davy (@donni.davy) developed for the hit TV show Euphoria, we created an identity for her new beauty line and collabed on packaging design and her campaign launch.

Hims

Hims was conceived with the intention of flipping the cultural norms and stigmas around men’s health and grooming. We worked with the founders to craft an entirely new kind of health brand that’s fresh, honest, and approachable, so men everywhere could feel confident about taking control of their needs.

Mirror

A workout tool that works for everyone. We introduced their innovative, connected fitness product to the world by developing the brand’s logo, identity, and user experience. In the process, we also redefined what a home gym looks like in the fitness world.

Agua Mágica

We brought the ancient culture of Oaxaca and its local farming practices to the rest of the world sip by sip with Agua Mágica. We created their name, logo, visuals, tone as well as custom bottle and package design. To help launch the brand, we worked with local artisans and filmmakers to bring this magical part of the world to a global audience.

Air Co.

The world’s first carbon-negative vodka. We worked with the founders to introduce sustainable vodka to the spirits category. To bring the company’s radical new idea to market, we developed a brand inspired by its pure ingredients of air, water, and sun and collaborated with Joe Doucet on package design.

Harry’s

In partnership with a co-founder of Warby Parker, we reinvented the formulaic category of men’s shaving and grooming by creating Harry’s company name and the entire brand world. Now, Harry’s affords men of all ages quality, inexpensive shaves from their everyday razor.

Cat Person

Working with Harry’s Labs, we created a cat care brand on a mission to reclaim what it means to be a cat person. We developed the Cat Person name, logo, visuals, tone, and package design and brought a proud, cat-owning personality across its entire brand world.

Shen

A local cult clean beauty destination. Using plywood as our design inspiration, we built the new Cobble Hill store for Shen Beauty. The outcome was a multifunctional space that felt unified and innovative.

AAA24

Watching is an art. An all-access pass to everything A24 but with an enigmatic subversive twist. We helped them develop and name their streaming service platform and crafted brand language to match.

The Vines

We worked with The Vines of Mendoza, a Leading Hotel in the World and private vineyard in Argentina, to create their global winemaking membership program, The Vines. We developed the strategy, voice, and visual identity to introduce a bespoke and unique experience, putting a modern twist on the centuries-old symbolism of travel, adventure, and winemaking. All photography by Martin Bruno.

Luminary

The future of podcasts is here, and it’s ad-free. We partnered with the founders of Luminary to launch the first podcast-centric platform, player, and publisher. And we created the brand’s identity and a launch film that invited people to be part of the future of podcasts with exclusive shows.

Flamingo

We collaborated with Harry’s to conceive and launch Flamingo, a women’s shaving brand that disrupted the women’s hair removal space. From naming to logo, visual identity, and advertising, we aimed to create a modern brand that women can be proud of.

130 William

We rethought what a luxury real estate brand could be for architect Sir David Adjaye’s first residential tower in NYC, 130 William. We crafted an entire world and voice for the 66-story building by going beyond its walls to tell a bigger, more human story about the materials that make up the structure and the surrounding community.

DSG

Working with the leadership team at DICK’S Sporting Goods, we helped craft the company’s in-house apparel brand DSG, bringing the everyday lifestyle into the performance category. We also created the brand’s identity and campaign work, focusing on life in motion.

Tend

We helped this modern dental practice and dental hygiene brand create a fresh look and feel with a whole suite of friendly and inviting creative surrounding visual identity and brand language. We also developed their now-bestselling product line and first to market city-wide brushing studios.

Target

Eleven legendary designer collaborations. Twenty-six conceived and produced national campaigns. Seven newly branded Target-owned brands. Nine years of real creative collaboration. In a recent statement, Target CMO, Cara Sylvester referred to our work as, “a celebration of the products, services, occasions, emotions, and people that come together to make Target, Target.”

Welly

First-aid for all of life’s adventures. Working closely with longtime collaborators Eric Ryan and Target, Mythology launched Welly, the first brand that brings levity and freshness to otherwise cold and scary first aid aisles.

About

Mythology is an independent creative company based in Downtown NYC founded and led by Anthony Sperduti, and partners Fernando Music and Ted Galperin.

Our small-ish multidisciplinary team of writers, designers, art directors, strategists and architects, does big work across branding, advertising and retail design.

We are creative instigators, in the business of making legacies for new brands and big brands who are ready to challenge, stand out and leave a mark.

We surface our clients’ beliefs and their most meaningful place in the world. Our work expressing that meaning through truly different strategy and creative is behind the brands that lead their categories today.