dentsu aegis network

USA
@firstborn_nyc

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Digital Experiences that Disrupt

Firstborn is a digital creative agency based in New York. We help brands transform their businesses through strategies, ideas, platforms, and content that strengthen their Experience Economies.

We partner with clients to disrupt their categories through the power of digital—from marketing and advertising, to new product and service creation. Our culture of thinkers and makers from around the world work together to bring these experiences to life, reshaping how brands offer value to their consumers and differentiate themselves in the marketplace.

Mountain Dew Virtual Reality

Mountain Dew Virtual Reality

As digital AOR, Firstborn is always in search of future-forward ways for consumers to experience and engage with the Mountain Dew brand. Inspired by emerging virtual reality technology, we pioneered the first live action 3D 360° experiences for DEW fans. 

Whether it was cruising along with pro skateboards on the Las Vegas strip in Dew VR Skate, or trekking into the Utah backcountry with Olympic snowboarders in Dew VR Snow, we continued to push limits of VR technology and introduce new interactive features to offer the most immersive and exclusive VR experiences. 

Pepsi Spire

Pepsi Spire

For decades, the soda fountain has enabled the thirsty to enjoy carbonated drinks in settings around the world. However, fountain technology was stuck pretty much right where it started–in 1940. PepsiCo was eager to add new restaurants to its roster by raising the bar for fountain machine innovation. 

In a rare move for ad agencies, we partnered with the soda giant to define, design and develop their revolutionary fountain machine offering: Pepsi Spire. Using a spirited touchscreen, users can create up to 500 beverage combinations and satisfy any drink craving.

ANA

ANA

ANA asked us to create a new ad campaign to connect with international business class travelers. But after looking at their business challenges, we realized they needed an entirely new global brand platform. 

Months of research and a full creative overhaul later, we debuted “By Design”— a platform that captures ANA’s obsession with the little things that make up flying, and a belief that harmony can be engineered. It extends beyond marketing to the entire Experience Economy—everything from digital properties, to PR activations and in-terminal and in-flight displays.

Audible

Audible

The world’s preeminent audiobook producer and retailer wanted to launch a new brand effort that conveyed the uniquely cinematic allure of listening to audiobooks.

Firstborn conceived and created an omnichannel campaign that highlights the rich, immersive experience of listening to audiobooks, enticing a new generation of consumers to download an audiobook for the first time. Our in-house Studio’s largest project to date, the production, visual effects, and post-production were led and executed by our team of creatives, producers, editors, CG and VFX artists.

Lancôme Grandiôse

Lancôme Grandiôse

Lancôme charged Firstborn with getting the brand back on top of the mascara market by launching their biggest product of 2014: Grandiôse mascara, a curved-wand mascara inspired by a makeup artist trick. 

We dove deeper into the idea of makeup tricks and discovered that makeup wearers were constantly over-compensating for their under-delivering mascara purchases. We created an eye-catching social campaign that highlighted these behaviors, driving product awareness and giving Grandiose the highest overall market share of any product in the category, ever.