Carl Loeb

I've been a copywriter and creative director for about 20 years. This is some of my work. These days, I help clients at GRAND, a San Francisco ad agency I co-founded in 2010. e-mail: [email protected] Theme: "Inspire Well," by Style Hatch. Looks really good open wide across your monitor. Sadly, due to Tumblr and Vimeo code conflicts, videos don't show up on an iPad. Apologies.

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PENFOLDS

Series of three.

AD/CD: Gerald Lewis CW/CD: Carl Loeb 

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VOLKSWAGEN: "BIG DAY"

An homage to "The Graduate," and the thrill of a fast car. I refuse to speculate about what happens next.

AGENCY: Arnold CW: Carl Loeb AD: Paul Renner Director: Dante Ariola 

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MENS JOURNAL: "LIVE THE INTERESTING LIFE" CAMPAIGN

With this campaign, Mens Journal defined themselves as the magazine for men who are as adventurous as they are literate. The theme "Live the Interesting Life," created for this campaign, remains on the cover of each new issue. See larger versions.

AGENCY: BBH ACD: Carl Loeb CW: Ryan Blank AD: Mike Hahn Photography: Craig Cutler 

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VOLKSWAGEN: "HAIKU" CAMPAIGN

Poetic salutes to wide open spaces and full tanks of gasoline.

See larger versions.

AGENCY: Arnold CW: Carl Loeb AD: Adele Ellis Photography: Smari 

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MICROSOFT: "PEOPLE READY" CAMPAIGN

Wouldn't it be groovy if all the technologies in your company played nice with each other, and the people who used them? That was the essence of People_ready, the first global campaign for Microsoft enterprise solutions. (Degree of difficulty: high.)

Two more after the break.

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MICROSOFT: "PEOPLE READY" LAUNCH

The anthem for Microsoft's first-ever consolidated, global campaign for its enterprise services.

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“The real fact of the matter is that nobody reads ads. People read what interests them. Sometimes it's an ad.”

Howard Luck Gossage, uttering the smartest words ever spoken about advertising.

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VOLKSWAGEN: "HIGH PERFORMANCE"

Three posters for the pocket-rocket GTI GLX.

CW: Carl Loeb AD: Paul Renner Photos: Russ Quackenbush 

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VOLKSWAGEN: "STANDARD FEATURES" CAMPAIGN

The brief: show the features that come standard in the new model. We wondered, why not show them all? 

Bigger!

AGENCY: Arnold CW: Carl Loeb AD: Paul Renner Photographer: Melodie McDaniel 

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COMPAQ: PURE COMPUTER

PURE CREATIVITY.

We got an opportunity to share some ideas with Compaq. One thing that really struck us: they made very powerful computers, at a very affordable price. They did this by stripping out a lot of superficial stuff, and focusing on function. 

Yeah, it's spec. But it was fun. More after the break.

"Mobility"

"Power"

"Sound/Picture"

"Music"

"Connectivity"

"Affordability"

"Memory"

And a couple examples of outdoor installations in major cities:

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VOLKSWAGEN: "AERIAL" SERIES

"One's getting away!"

"Just driving around in squares."

There was a time when the "Drivers Wanted" campaign had become so strong, we really didn't need to say much about the car. The brand owned the joy of driving for driving's sake.

Get 500 feet closer.

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VOLKSWAGEN: "POV"

"Earth below, sea above." A series for Volkswagen that said nothing about cars, but much about driving.

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CONVERSE SKATE: MANTRAS

"I will always be able to grow more skin."

"I don't do things because I can. I do them because I'm not sure."

"I'm the athlete. I'm the competition. I'm the distinguished panel of judges."

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CANTOR FITZGERALD: "WORK WITH US"

Heroism takes many forms. For the people of Cantor Fitzgerald, it meant returning to work as the ashes of the World Trade Center still floated over lower Manhattan... They did it to provide for the families of the friends and colleagues they lost, and to show our enemies that Americans are made of stronger stuff than they imagine.

AGENCY: BBH ACD/CW: Carl Loeb ACD/AD: Chris Brignola DIRECTOR: Errol Morris 

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CANTOR FITZGERALD: "WORK WITH US"

"How do you get the office under control when the office is gone?"

Lots of us remember where we were at 8:46 on 9/11. I was at BBH, cranking out bond trading headlines for Cantor Fitzgerald, our clients at the very top of the World Trade Center. Then somebody told me to check the news; something about a plane...

At that moment, the unthinkable forced Cantor to evolve. They had been one of the most powerful companies on Wall Street. They were about to become a symbol of American determination and resilience.

It was a privilege to help them tell their story.

AGENCY: BBH ACD/CW: Carl Loeb ACD/AD: Chris Brignola Photographer: Nadav Kander 

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ING DIRECT: "SAVE YOUR MONEY"

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VOLKSWAGEN BEETLE: HOLIDAY