Previously Owned By A Gay Man: The Musical




We had the opportunity to partner with to create a promo video that is just as outrageously flamboyant as the company’s name.

Following a request for a simple FAQ page, we decided to address frequently asked questions and describe the buying and selling process “in a much more fabulous way.” According to writer Martine Glickfeld, “we knew a musical was the way to go.” co-founder Michele Hofherr was immediately hooked on the idea. “We feel so fortunate to be collaborating with the great people of M/H. We repeatedly encounter many of the same questions surrounding the site, so we tasked them with finding a fun way to answer and direct those queries,” she said.

“We wanted to capture something as beautiful as the furniture they sell on the site,” said Greggy Adriano. Under the guidance of senior creatives Mike Gallucci and Stevan Chavez, Glickfeld and Adriano came up with the idea for the piece.

Since this is the first musical the agency has made, the team “felt unbelievably lucky,” said Senior Art Director Stevan Chavez,  to be paired with the director of photography, filmmaker Norman Bonney, who has directed music videos for Taylor Swift, Carrie Underwood, Leann Rimes, and Kelly Clarkson.

The MH team collaborated with Brooklyn-based arranger, performer, and music director Nathan Koci to compose the song, as well as Grammy Award winner John Kilgore and acclaimed Broadway and Off-Broadway sound designer Daniel Fluger to record the final version.

The spot was shot on location at The Palace Theatre, home of The Speakeasy, located at a secret spot in San Francisco’s North Beach district. MUH-TAY-ZIK | HOF-FER also teamed up with production house Criminal’s new division Bandit, which focuses solely on edgy creative work, to bring the project to life.

Read more about the video on Creativity.

About Previously Owned by a Gay Man:

Previously Owned by a Gay Man is an online home furnishings marketplace for everyone. Meaning that you don’t have to be a gay man to buy and sell the finest of home decor, you just need to have good taste.

Visit for more information.




M/H’s Joel Kaplan Named to AdWeek’s Creative 100

Adweek’s Creative 100 came out and our very own Joel Kaplan has made the list.

This year’s list is broken into smaller subgroups with Joel being part of the top 18 Executive Creative Director and Group Creative Directors.

While at M/H, Joel has helped lead efforts for Netflix, Method, Audi among others.

On Netflix, Joel (with partner Tony Zimney) and team helped create ‘Netflix or Study‘, which used a guinea pig to tell college students whether they should watch Netflix or study for finals.

Joel has also been a driving force on method home (also with Tony), where he and team created the ‘Fear No Mess‘ campaign, which encouraged mess making with beautiful imagery.

Congrats Joel!

Gig Car Share Launches In Bay Area

Gig Car Share


Huge congratulations are in order for our partners and clients, Gig Car Share!

GIG is a new Bay Area car-share service that lets you drive the car one-way and then leave it in any parking spot you want (within Oakland and Berkeley.)

According to Fast Co, the service aims to fill a gap in local transit options, beginning in Oakland and Berkeley. Unlike other car-sharing services in the area, it’s designed to be one-way; you don’t have to return it in the same place you pick it up. Instead, through an agreement with local government, the cars can be parked in almost any parking space in both cities.

When you want a car, an app helps locate one nearby. You unlock the car with your phone or a RFID membership card, and then leave it wherever you’re going inside a designated “home zone”; when you want to head home, you pick up another car.

Read more about GIG on Fast Co, Oakland Tribune, or SF Chronicle.

Follow on Twitter, Facebook, and Instagram for future updates.

MH Launches Effort for Clover Sonoma


When most people think of Sonoma County, they think of wine. 

California dairy brand Clover Sonoma, based in Sonoma County, recently rebranded from its old name, Clover Stornetta.

We wanted people to rethink Sonoma county, so our work for the brand, launching today, recasts Sonoma not as wine country, but as milk country, by cleverly poking fun at typical wine advertising and snobbery.

Our work will include outdoor, digital videos, banner ads, print ads, digital radio and paid social ads, along with organic social content.

Check out Creativity’s story on the work.

Straight Outta Compin’

by Greggy Adriano

Meetings are stressful. Internal creative reviews can be scary. And in the early stages of a new project or pitch, the initial check-ins can be daunting for creative teams. The first meeting sets the tone and creative vibe for the rest of the project.

In the last few hours before the first creative review, there’s a nervous energy that fills the air. To ease my own anxiety and to have a little fun, I replaced our usual team introduction slide —a slide that is easily forgotten—with us in a popular meme.


When it was our turn to present, our opening slide went up and the whole room erupted into laughter.We got a boost of confidence and added some levity to the presentation—and set the tone for an engaging meeting.

If you’d like to see more of these masterpieces, we’ll be posting a full series on Twitter.

Audi Creative Team Utilizes New Social Feature First Day


We sat down with Audi Creative team Cory Conrad and Gideon Gillard to ask about the details behind their use of a new Instagram feature the day it was released.

1. Which came first, the feature or the idea of the puzzle? 

We had been wanting to do a puzzle for a while and had a few ways to execute it, but none of them were very user-friendly. The morning of the bookmark feature launch, we both agreed that this was the perfect opportunity to bring the idea back. It’s not often that a major platform comes out with a sizeable update, so we knew that we would have to act quickly while people were still talking about it. 

2. What inspired the concept? 

We both stare at all of the major social platforms all day long, so inevitably we think about new ways to use them. In this case, we were working in a well-known Seattle-based coffee shop that rhymes with Gnarducks. We saw a lady playing a puzzle game on her iPad and just made an off-comment about somehow doing a puzzle on social media. The idea grew from there and we worked out the initial mechanics within a few minutes.

3. How much time after the feature was launched did the creative go live on the platform? 

Six or seven hours. We knew we wanted to launch it on the same day as the feature in order to ride on the coattails of the press.

4. How did fans respond? 

The fans responded really well. We had 3,200 solved puzzles sent to us within the first twelve hours. I (Gideon) knew the answer and solved it as quickly as I could from my personal account, and I still got 14th place. Story of my life. 

Want to learn more about the Audi Instagram puzzle? Check out Digiday and Creativity.

How To Make A Good Ad with OXO and MTZHF


By L V C A $

Step 1: Get a good client.

Go home and open up your kitchen drawer — the one with all the random tools in it. Gaze lovingly at your favorite peeler. Your beloved tongs. Your prized masher that mashes better than any other masher. Chances are they all have a chunky rubber handle with cryptic OXO somewhere on them.

Everyone loves the stuff but there’s a bit of a brand recondition issue. Is it pronounced Oh‑Ex-Oh? Hugs and Kisses? Is this just some kind of weird face-logo?

The answer is that it’s pronounced OX-oh. And the company makes over 1000 products to make your life a little better, in the case of their Pancake Turner (LINK) a whole lot better.

Step 2: Get a good idea.

For their very first foray into advertising, we figured we’d start at the beginning — OXO’s commitment to designing products that simply work better. If they can’t make it better they don’t make it. How do they make it better? Testing. On humans.

Turns out Tested On Humans is a pretty compelling statement.*

It cuts through the majority of trash out there but it’s also authentic to the brand. One of the most admirable qualities inherent in OXO is the thought and time put into each product’s development. So we embraced it.

Step 3: Get a good ad.

Having a good client buy a good idea will only get you so far (which is just a good idea written on a piece of paper). We needed someone to make our dreams a reality.

We partnered with our production buddies over at Bullitt and director Fred Goss to turn the camera on. But just to make sure we had a good shoot, we went to the Magic Castle in LA and dabbled in the dark arts…totally worth it. If you have the means, we highly recommend it.

Step 4: Get a good result.

People seem to like it…

*NOTE: We tried to sell “Tested On Children” and “Tested On The Elderly” but people who make more money than us decided that might be going too far. But we did try just in case you were wondering.

The Wi-Fi-Jack


If you’ve ever been to an auto show you’d know that the Wi-Fi is weak and in short supply. Together with Audi, we used this to our advantage at the New York International Auto Show by poking fun at BMW and proving that the A4 is vastly superior to the 328i.

Employing a team of technicians, we created 10 of the most powerful free networks at the show. One name at a time, we laid out how the A4 beats the BMW. From performance and handling to technology, each network name was a cheeky reminder of how good the new A4 is.

While BMW wasn’t a fan of the idea, the internet was. The story was shared more than 7000 times on Mashable, was featured on Adweek, Adage and SlashGear, and was named Creativity’s ‘pick of the day’. Your move BMW.

A Taste of Taste: Handwriting Edition

“Good taste is found only in the best agencies. If we could tell clients to look for one thing in an agency, it would be taste. It’s the one element that affects all the others.”  — John Matejczyk

We each have our own individual taste, but as an agency whose service is the delivery of taste and tasty creative work, where does our collective taste come from? Led by visual creatives, we create, remix, revamp and evolve our clients’ brands. Type, form, color, pattern, texture, shape, motion. Sometimes a particular color becomes THE COLOR, or a method of craft THE METHOD. We fear not our taste, so here’s a taste of our taste.

A Love Letter About Letters by Edward de Leon

Dear Reader,

This is a letter about my love for letters. How they can, when combined together in clever ways, form clever words that represent clever ideas. As atoms are to matter, they’re the smallest units used to write out bigger things like the universe, love, or something. Letters make up this sentence you’re reading right now. But have you ever thought about where they come from and what our relationship is like to them now?

About 32,000 years ago, a group of French cavemen got bored and decided to take crude materials and transform them into some of the most beautiful images in the world, in my opinion. Even though they seem like childish drawings at first, you can also consider them to be sophisticated symbols. Like food symbols or something. Maybe our ancestors were making a grocery list of things they were going to hunt that week. I see cows. Maybe this was the first steak campaign.


Then, of course, as time passes, things evolve – even the way we write.


Then machines are invented to help us replicate and reproduce our ideas to the masses, eventually leading up to what we do today.


Now here we are, visual artists and writers, almost living with each other. As I wish to be as talented as some of my penning peers, I’ve found myself stuck on the visual side of things. Personally, I use calligraphy, specifically English Roundhand, as a way to supplement my love for letters.


At the end of it all, on your computer screen, this letter will be delivered to you in some sort of font that probably started out by hand, and I don’t think we should ever forget that. I will always believe in the deep rooted connection between our thoughts and how we express them outwardly — whether through reciting, drawing, or handwriting them down. This is a brief behind how all of this connects and why we do what we do.

Before you go back to work to type, text, or send an emoji, remember that all of this originated 32,000 years ago when some cavemen decided to express the world around them, by hand, on some dirty wall in some deep, dark cave somewhere.

ancient cave painting in patagonia, Argentina.


Edward de Leon

SoFi Debuts

Pasted image at 2016_03_29 04_57 PM

For the innovative online lender SoFi, we have been busy creating work across virtually all media: TV, OOH, radio, social, and digital.

Rather than using backward-looking scores like FICO, SoFi instead offers loans and increasingly more financial products to people who show promising futures. For these customers, they come alongside them through thick and thin, even offering career counseling.

In the weeks leading up to the Super Bowl, “Bankless World” announced their introduction as a major national brand. Offering a new paradigm that doesn’t fit with how the world sees financial institutions, the spot serves up the new positioning line, “Don’t bank. SoFi.”


Watch for more work throughout March Madness that focuses on some of their diverse, ambitious members.