Hero photo credit: Earl Gibson Photo
This week’s roundup of new work from our members (and other indies) reflects the goodness of storytelling, as well as the peace and stability we’re all largely missing right now. If you’re feeling awful about the state of the world, read on and watch a few of these videos to feel a little better.
Already a member? Tell us about your latest work here to be featured next week. Not a member yet? Start here.
(We used to call this IndieWork Weekly. Show Off is more fun.—Ed.)
INNOCEAN (et al.) on “Breaking Bias”
INNOCEAN USA and pocstock have launched “Breaking Bias,” a sweeping, pro-bono industry effort to fix AI’s broken lens on race and representation by flooding generative image datasets with culturally accurate, real-world photos. From Black surfers to Native snowboarders, the project aims to re-educate AI with truth instead of trope—and invites the rest of the industry to join the fight.
Public Inc.: A Message of Unity
Bummed about the way relations between the US and Canada (and tariffs) stand right now? Same. This video from Public Inc. may offer a balm—and a bit of a laugh.
Laughlin Constable for The Master Lock Company
First up, a Robert Klara Special (as we in the trade journalism space call it) traces the history of the 104-year-old Master Lock Company’s branding, from security to a new, inspiration-forward campaign by Laughlin Constable. Check out the full story Adweek.
(Klara is welcome here all the time. —Ed.)
HAYMAKER for Seattle’s Best Coffee
A good cup of coffee can improve a chaotic morning. That’s the thesis of this new work for Seattle’s Best, which, with the help of Joel McHale, promises smoother coffee to smooth out your roughest days.
Fact & Fiction for AAA
We all need a little stress relief—and a little help—these days. Fact & Fiction puts that peace of mind front and center in this new work for AAA, which compares life with and without the brand’s roadside assistance and other services.
Cornett for VisitLEX
This multimedia campaign for Lexington’s travel board flips the FOMO script by channeling the heartbreak of leaving Lexington too soon, with bittersweet headlines like “You’ll hate to go” urging visitors to extend their stay. Instead of hyping the arrival, it cleverly warns would-be weekenders not to shortchange themselves on bourbon, Bluegrass, and the city’s rich creative scene. And read more about it and watch the videos at LBB.
Special New Zealand for the New Zealand Defence Force
It’s camaraderie by the numbers in this work for NDZF, which counts the reasons why those looking for purpose might join the country’s military force.
David&Goliath for the California Lottery
Famous landmarks become metaphors for the soaring potential winnings of the California Mega Millions Jackpot. How high can it go?
Hydrogen Advertising for Puget Sound Energy
This campaign for a Washington state energy company puts human experience first, with the organization embracing its role as a given in a happy life. Plus, a dog!
Revery’s Visual Identity and Short Film
Revery has a couple of nice gems here. First, a gorgeous new brand identity for the studio itself, and a short film celebrating the power of storytelling.
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Jess Zafarris is the author of two books, Once Upon a Word and Words from Hell, with a third forthcoming in 2025. She has contributed to three other books on topics such as social media and gaming. In the past year, she has been quoted in The New York Times and The Guardian, profiled in The Boston Globe, and interviewed on NPR and BBC World Service Radio. She speaks at conferences about writing careers and social media strategy. After 15 years in B2B and enthusiast media, she went independent to write and create content for organizations including Dictionary.com, PR Daily, Writer’s Digest, and Indie Agency News, as well as a host of communications and advertising agencies. Her podcast, Words Unravelled, has reached more than 2.5 million listeners, and her etymology videos are followed more than 100,000 word lovers.
