Register

    Director Nick Losq on Webby Award Nominated Campaign: “The Work I’m Proudest Of”

    By doublewideUpdated:No Comments6398 Views
    Minneapolis-based agency, space150, partnered with Director Nick Losq, (Double-Wide) to help Be The Match, the world’s largest bone marrow registry, reach their most elusive donor targets, millennial males.

    "Be The Guy," nominated for 2017 Webby Award, Best Cause Related Campaign

    LOS ANGELES -- (SPW) --

    Minneapolis-based agency, space150, partnered with Director Nick Losq, (Double-Wide) to help Be The Match, the world’s largest bone marrow registry, reach their most elusive donor targets, millennial males. “With millennials,” says Losq, “the key is authenticity. Their BS meters are very well tuned.”

    Something must have worked. The resulting social media campaign, Be The Guy is now nominated for a 2017 Webby Award for Best Cause Related Campaign. (https://lnkd.in/gDk5Ft4) It not only created 212 million media impressions, Be The Guy also led to increased donor enrollment by 280%.

    “We knew that everything we did had to be looked at through the filter of authenticity. From the choice of camera to framing for the various social media formats, everything had to have that ultimate authenticity. A lot of our cast wore their own clothes.”

    To find their authentic cast, Losq and team put out casting calls searching for ‘anyone with a special skill or talent.’ “The hairy guy was a camp counselor who saw the casting ad and said to himself, I’m hairy, I’m going to go down there and shave chevrons into myself,” says Losq. “That was totally his idea, and he went back to his camp that way because he thought the kids would get a kick out of it. That’s real, and that’s why it worked.”

    Losq and DP, Munn Powell, found themselves going through a process of undoing all their training and experience. “Our instincts were to make everything pretty. Should we add a key light here, use that filter there? Then we reminded ourselves that it all had to feel authentic to social media, to this audience or it would not work. Everything you’re trained to do, we had to undo, but it so paid off.”

    “Everyone wants to reach millennials, but if you’re not actually from that demo, it’s hard for a lot of people to know how. I’ve done a lot of work aimed at millennials, and this is really what I’m proudest of. Together with the agency, space150, not only did this campaign speak to that audience in a truly authentic voice, it managed to actually help save people’s lives. You don’t get to do that too often in our business.”

    BE THE GUY social media campaign: https://reel.io/__4DElZ

    REPRESENTATION

    Double-Wide

    REGISTRATION REQUIRED to access this page.

    Already registered? LOGIN
    Don't have an account? REGISTER

    Registration is FREE and FAST.

    The limited access duration has come to an end. (Access was allowed until: 2018-11-15)

    company

    Danielle Lovett
    Executive Producer
    Double-Wide
    Contact via email
    SPW Category:Awards Show Announcements (News, Nominees, Winners)
    Tags:social mediaDouble-WideNick LosqWebby Awards



    Carbon Strengthens Leadership with Key Promotions

    Wednesday, April 8, 2026
    Lauren Defelice, Executive Producer in New York & Matthew McManus, Managing Director in Los Angeles

    Creative studio Carbon has announced two senior promotions, reinforcing its commitment to agility, innovation, and creative excellence across its global studios.
    Matthew McManus has been promoted to Managing Director of Carbon, taking on a global leadership role across all offices. In New York, Lauren DeFelice steps into the role of Executive Producer, returning to her home market after leading production in Chicago.
    McManus brings a bold vision for innovation and a sharper, more agile operating model. In his expanded role, he will lead Carbon’s evolution globally, accelerating strategy, aligning teams, and shaping a more connected, responsive studio. His approach balances new frictionless ways of working with a continued commitment to high-end creative craft, supported by Carbon’s move to cloud-based production, which has increased efficiency, strengthened collaboration across offices, and elevated creative output.
    In New York, DeFelice’s promotion marks a pivotal shift from execution to leadership. A native New Yorker, she returns energized to build on Carbon’s momentum: strengthening client relationships, expanding the roster, and empowering teams to deliver standout work. Her experience across multiple offices gives her a unique, holistic perspective on the business and culture.
    “These promotions mark an important step... Read More

    MySHOOT Profiles


    Add A Comment