Freelance Creative
Freelance Creative
Plenty of Fish had recently rebranded with a mission to make dating more welcoming. But with so much wrong in the world of online dating, they needed a breakthrough way to introduce that new mission.
So, we created the Gallery of Dick Pics — full of wholesome guys named Richard on POF — as a way to speak to their vision of how dating should be while denouncing datings most unwelcoming behaviour of all.
The campaign was centred around a virtual gallery that allowed visitors to browse big, hairy and wild Dicks (among others) and was promoted with Influencers, PR, social, video and OOH.
ROLE: Creative Direction, Art Direction
AGENCY: 123w (One Twenty Three West)
ECD: Bryan Collins, Mooren Bofill
CD/COPYWRITER: Allan Topol
ACD/COPYWRITER: Kyle Waye
ACD/ART DIRECTION: Troy Geoghegan
DESIGN: Jeff Harrison, Ming Mikaeo
PHOTOGRAPHER: Maya Fuhr
3D GALLERY/WEBSITE: LNG Studios
We worked with photographer Maya Fuhr who is known for her contemporary flash photography which reflects the same style as real dick pics. To make the most out of our budget, we captured both stills and behind-the-scenes video for use in the gallery as well as on social and in OOH.
The virtual gallery was designed to both look and feel like a real-life art gallery including a gallery statement, different rooms that feature our different Richards, a history of dick pics and a gift shop at the very end. And if you’re wondering, the gallery is also in the shape of a dick.
We promoted the online gallery in one of the least welcoming places for singles — New York City.
We extended the virtual gallery gift shop and created a pop-up version including scented Dick candles, t-shirts and posters.
And on the app, we included a No Dick Pick badge to let singles publicly denounce dick pics on their profiles and attract friendly connections.