The Legal TECHer

Event branding campaign featuring parodies of New Yorker cartoons
Date
2019
Client
DISCO

Project description

Developed while I was Creative Director at DISCO, a legal technology company, this campaign comprised 28 New Yorker-style cartoons poking fun at the everyday absurdities of legal tech. I co-wrote the captions with our Director of Product Marketing, art-directed the illustrations from a contractor, and built the campaign out.

The campaign launched at Legaltech NY, the industry's biggest annual conference, where I led a new high-concept campaign every year: dozens of ads built around a running joke that spoke directly to our audience's daily frustrations. It made us impossible to mistake for a competitor, in a category where most companies were content with a logo and a tagline.

Legal news site Above the Law covered it, highly unusual for a trade-show campaign.

DISCO branding on multiple columns in the New York Hilton Midtown lobby
DISCO branding on a column in the New York Hilton Midtown lobby
DISCO branding on a revolving door in the New York Hilton Midtown lobby
DISCO branding on a column in the New York Hilton Midtown lobby
A New-Yorker-style cartoon showing three mobsters sit around a table playing cards. The caption reads "So we'll charge $150 an hour and I'll have my cousin's kid do the work."
A New-Yorker-style cartoon showing a child interrupting his dad reading a newspaper. The caption reads "I am obligated to inform you that the dog applied our document retention policy to my homework."
A New-Yorker-style cartoon showing a doctor talking to his patient. The caption reads "I have some bad news—your document counts are lower than I'd like."
A New-Yorker-style cartoon showing two office workers searching through huge stacks of paper. The caption reads "I mean, technically, this IS a 'No SQL' database."
A New-Yorker-style cartoon showing a man on one knee proposing marriage to a woman. The caption reads "I'm not sure I'm ready for a 3- to 5-year commitment."
A New-Yorker-style cartoon showing two goldfish in a fishbowl. The caption reads "Jim, I gotta tell ya. I've been interviewing."
No items found.
DISCO branding on multiple columns in the New York Hilton Midtown lobby
DISCO branding on a column in the New York Hilton Midtown lobby
DISCO branding on a revolving door in the New York Hilton Midtown lobby
DISCO branding on a column in the New York Hilton Midtown lobby
A New-Yorker-style cartoon showing three mobsters sit around a table playing cards. The caption reads "So we'll charge $150 an hour and I'll have my cousin's kid do the work."
A New-Yorker-style cartoon showing a child interrupting his dad reading a newspaper. The caption reads "I am obligated to inform you that the dog applied our document retention policy to my homework."
A New-Yorker-style cartoon showing a doctor talking to his patient. The caption reads "I have some bad news—your document counts are lower than I'd like."
A New-Yorker-style cartoon showing two office workers searching through huge stacks of paper. The caption reads "I mean, technically, this IS a 'No SQL' database."
A New-Yorker-style cartoon showing a man on one knee proposing marriage to a woman. The caption reads "I'm not sure I'm ready for a 3- to 5-year commitment."
A New-Yorker-style cartoon showing two goldfish in a fishbowl. The caption reads "Jim, I gotta tell ya. I've been interviewing."
No items found.
DISCO branding on multiple columns in the New York Hilton Midtown lobby
DISCO branding on a column in the New York Hilton Midtown lobby
DISCO branding on a revolving door in the New York Hilton Midtown lobby
DISCO branding on a column in the New York Hilton Midtown lobby
A New-Yorker-style cartoon showing three mobsters sit around a table playing cards. The caption reads "So we'll charge $150 an hour and I'll have my cousin's kid do the work."
A New-Yorker-style cartoon showing a child interrupting his dad reading a newspaper. The caption reads "I am obligated to inform you that the dog applied our document retention policy to my homework."
A New-Yorker-style cartoon showing a doctor talking to his patient. The caption reads "I have some bad news—your document counts are lower than I'd like."
A New-Yorker-style cartoon showing two office workers searching through huge stacks of paper. The caption reads "I mean, technically, this IS a 'No SQL' database."
A New-Yorker-style cartoon showing a man on one knee proposing marriage to a woman. The caption reads "I'm not sure I'm ready for a 3- to 5-year commitment."
A New-Yorker-style cartoon showing two goldfish in a fishbowl. The caption reads "Jim, I gotta tell ya. I've been interviewing."
No items found.

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