Andrew Panebianco

creative direction, strategy, copywriting

Allegheny College is a genuinely interesting, exciting school whose branding was… kindof a snooze. So we started with a voice for Allegheny to cut through the nonsense and capture who they are: Smart. Challenging. A little playful. And not afraid to demand more from a student, or have student demand more from them.

Learn Outside the Lines was a bit of a finger in the chest - a way for Allegheny to stand out, and college students to question what they want out of an education in the first place.

We made the whole thing - brand, guidelines, TV, Viewbook, and a whole bunch of collateral. Here are some of the highlights.

Additional Credits:

CD/Design: Chris Fernandez

ACD/Copy: Andrew Panebianco

The Central Pennsylvania Convention and Visitors Bureau (CPCVB for shortish) needed a new identity. “We’re serious about fun” they said. So we took them at their word. What we came up with was, as I put it to the client, “Candyland during the Eisenhower Administration.”

The Happy Valley Adventure Bureau would be the literal authorities on having a good time. Dead serious about you having the best damn trip of your life, so help me. For TV we brought in Agents Chipper and Friendly - the literal fun police. And for print and visual identity, we leaned into Silver Age comics - branding every last activity as its own adventure.

This was a fun one.

Additional Credits:

CD: Chris Fernandez; Mark Garman

ACD/Copy: Andrew Panebianco

Copywriting

Worked with the lovely folks at J2 on their rebrand for UPenn’s world-renowned vet school. I’m happy to report that I snuck plenty of animal puns in.

That said, my personal favorite - “When they say ‘wild turkey shots’ you think of inoculating for avian encephalomyelitis.” - is still looking for its forever home.

Wawa wanted a fun campaign about their new Sizzli promotion - 2 Sizzli breakfast sandwiches for just $3.33. Got to thinking... what can you do with a second breakfast?

Get a little more out of your morning... 

Additional Credits: 

Art Director - Kenny Kim

ACD - Colleen Masters 

ECD - Gary Greenburg

Brockman’s Gin asked us to distill their essence down to a few posters - and create something that defined the cool, effortless class associated with their gin. The series of posters we created for them wound up so successful, they won local, regional, and national awards.

The fun ideas always do well.

Additional Credits:

Concept: Andrew Panebianco (Me…) and Adrian Castillo
Art Direction: Adrian Castillo
Copy: Andrew Panebianco (Me, again…)
Illustration: Brina Woolhauser

A notable Philadelphia family, notorious for their outrageous (bordering on baroque) holiday cards, gave us the chance to design one of our own. They assured us that money was of no object - their only requirement was that we be as creative and memorable as possible. 

“Make it weird. Make it funny.”

Challenge: accepted.

The project started with a very silly idea. What if we created a fake catalogue, inspired by the overwrought writing and supercilious style of the sartorial raconteur J. Peterman… but instead of clothes, we sold the kind of weird, worthless junk a wealthy family might have laying around in their basement? A stack of old National Geographics. A mounted jackalope head. A Belgian fencing mask…

We pitched the idea (Family Jewels™), and the family absolutely loved it. So much, in fact, they asked us for a full photoshoot. And a website. And they even asked me to record voiceovers.

It was a wild success. And it remains an absolute highlight of my career. I wish everyone would pay me to be this weird.

Additional Credits:

ECD: Dan Shepelavy

Art Director/Photographer: Kyle Ferino

Dev: Will Murdoch

Dupont needed some upscale collateral to help arm and educate their salesmen on the benefits of their sustainably-cultivated biofiber products. This was their first foray into a definable brand voice for Sorona - they were looking for something high-end, eloquent, and with just a little snap to it.

We produced this short video and brochure for them. The work won some awards, and sold a whole bunch of sci fi fabric. So, that’s fun.

Additional Credits:

Natalie Eyerman - Art Director

Adrian Castillo - ACD

Branding is hard. So is advertising. But rebranding your own ad agency? It’s like parallel parking a cruise ship.

My partner and I reconcepted the whole thing - from tone, voice, and style, all the way down to how our website would communicate. We wanted the whole thing to feel bright and chatty - like bumping into an old chum on your way to work.

Additional Credits:

Hoon Oh - Creative Director

Chris Fernandez - Art Director

Isabelle Gallicchio - Junior Copywriter

NJM is the second-largest insurance company in New Jersey... but it was completely unknown in PA. They needed a new brand to establish themselves west of the Delaware. We created a whole new voice for the company - one built on empathy and honest human moments. We cast real families, and shot amid some of the area's most beautiful places. 

Additional Credits: 

Senior Art Director: Chris Fernandez

Art Director: Kaitlyn Castillo 

Senior Copywriter: Andrew Panebianco

Copywriter: Hannah MacDonnell 

ECD: Gary Greenburg 

The Philadelphia Museum of Art is known the world over for its collection... and yeah, for that one shot from Rocky. And while it may be a darling collection among the brainy, turtleneck and tweed museum-set, ordinary Philadelphians (see: Rocky) tended not to visit. 

A year and a half and three ad campaigns later, we'd developed TV spots, station takeovers, stickers, print ads, OOH, guerrilla stunts, tote bags... you name it. And all of it was borne out of a single idea - we wanted recreate the genuine, weird, un-stuffy reactions people have when they visit the museum. 

Personally, I was more excited about our earlier designs than what actually released into the world... so that's what I'm showing here. 

Additional Credits: 

ECD: Dan Shepelavy 

Director / Post Production: Nick Pitcavage 

Designer: James Olstein 

The National Museum of American Jewish History

NMAJH's newest exhibition - Chasing Dreams - was a collection dedicated to the rich and often untold ethnic and religious heritage behind American baseball. All they needed was an exciting way to get the word out.

We created a headline-driven campaign designed to hint at the history we don’t know that hides behind the myths we do. The campaign was a hit. And the crowds went wild.

Additional Credits: 

Associate Creative Director: Colleen Masters

Art Director: Kenny Kim

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Botto's sausages have been a mainstay of South Jersey cookouts for years. I grew up eating this stuff. I still eat this stuff. So you can imagine how thrilled I was to be able to help redesign their packaging, and update their brand. 

We went through the Botto family archives and unearthed a treasure trove of incredible stuff - old ads, typefaces, photos, etc. - which ended up informing our design.

Additional Credits: 

ECD: Dan Shepelavy

Designer: Jim DiGiovanni 

There was a time, not long ago, when nearly every Philly-based ad shop began producing its own small-batch artisanal spirits. So, as an April Fools gag, my agency decided to lampoon them

So we created Liberty Kvell - a bogus Kosher wine. We concepted its brand, developed a website and cocktail list, wrote a phony press release announcing our president's departure to oversee production of the vineyard... and even made a few bottles and sent them to friends and peers.

It was one of the silliest projects I’ve ever worked on and I love it very much.

Additional Credits:

ECD: Dan Shepelavy
ACDs: Colleen Masters / Kenny Kim
Senior AD/Photography: Kyle Ferino
Art Director: Kaitlyn Angstadt
Junior Designer: Justin Spinozzi
Copywriter: Andrew Panebianco
Dev: Will Murdoch

Philadelphia Federal Credit Union is dedicated to seeing their members and their community thrive. They're plucky and upbeat - they stand up for the little guy and help him on his way. And what's more - they have a sense of humor. 

In a woooooorrrrrrldddd…

Additional Credits: 

ECD: Dan Shepelavy 

ACD: Colleen Masters

AD/Illustration: James Olstein 

Developer: Will Murdoch 

Assistant Copywriter: Penelope Rowlands