Revver is an online video network created to support independent artists and videomakers. They asked for a promotion. In response we created a brand and a campaign and gave them some language to describe themselves – plus a gang sign to throw up around LA. While parts of the campaign were used, the project was cancelled due to financial problems in the wake of Google's aquisition of YouTube.

Out of home advertising, wild postings and video projections were toinvite videomakers to get paid for their content. The body copy reads "Revver.com is the online video platform built to support independent artists and videomakers."

Interactive out of home advertising was to encourage creativity on the train platform. One side is filled with stickers, the other pristine white canvas. Viewers take words from the right and make sentences of their own on the left, slowly revealing the Revver logo.

The Revver truck would literally feed food and caffeine to starving artists at art schools, film festivals, edit suites and casting calls. It would have been equipped with a projector and speaker system for guerrilla screenings of Revver artist content and to antagonize mainstream industry events.

Family Dinner was a community engagement concept. Each month, a guest artist would discuss their work, their creative process, and would then issue a creative challenge to the Revver community. Revver artists would submit works based on that challenge, the most popular videos would be viewed and commented on by the guest artist. This concept was done internally under the name "Revver School."

A Beautiful Machine was a concept for an alternate reality entertainment program to demonstrate how videomakers could make money with Revver. The characters Vic and Vick [sic] would avoid normal jobs by filming their escapades and hosting them with Revver. Whether they teaching kids to drive in a rented Ferrari, crashing a country club or hanging with a Norwegian metal band, they would let the viewer know that they’re paying for the next stunt by hosting the videos on Revver. To help seed the program, Vic and Vick would make appearances with their video cameras at events covered by The Cobrasnake and Last Night's Party before the videos appeared on Revver.

The Revver launch party introduced the campaign, and the Revver gang sign.

The final Revver logo combined our double-v with the site's navigation colors.

Creatives: Daniel Bremmer & Brian Tafel. Creative Director: Marty Cooke. Identity: Cheryl Hills. Party photos: Flickr.