The in(tension)al™ campaign is built around a single, universal truth: we live in a constant state of divided attention. Even in the most intimate, mundane, or human moments, there’s an invisible tension: an internal split between being here and being elsewhere on our phones. Brick’s promise is simple: remove the digital noise, and that tension dissolves.
THE ADS TAKE THIS CONCEPT AND DRAMATIZE IT, SOMETIMES HUMOROUSLY, SOMETIMES UNCOMFORTABLY, TO MAKE THE TENSION IMPOSSIBLE TO IGNORE: BY USING POP CULTURE REFERENCES IN THE PRINT ADS IT ALLOWS PEOPLE TO SEE THAT WHEN WE RELEASE CONTROL OF THE TINY MACHINE IN OUR PALM THAT CONTROLS US, EMOTION COMES BACK IN TO PLAY. GOOD BAD OR IN-BETWEEN.
We also decided to create a card game that could be played with friends, family, or partners: allowing connection through mutual shared experiences throughout their day.
CW/AD: Ryder Griggs and MK Gunn
