DSNY Home Waste Basket
BRIEF
The officially licensed DSNY x Only NY Trash Can Pen Holder became an instant classic upon it’s release in March of 2023. Nash provided the entire plan for ad creation, marketing and ultimately the release of the item online and in-store. Upon it’s release it sold out within 48 minutes, and garnered over 1 million impressions online.
SCOPE OF WORK
Creative Direction
Art Direction
Marketing
Photography
Videography
For the promotional campaign imagery, I wanted to keep it as true to the original DSNY Trash Can Pen Holder (See it Here) as possible. Thus creating continuity from the smaller trash can to it’s larger cousin. The ad features a custom drawn “More” as if written with a permanent marker, and features trash curated from everyday items used by New Yorkers. Props included lotto tickets, checkered pizza paper, corner deli sandwich foil, a NY Times cover page, and of course the iconic blue NY Greek coffee cups.
The, advertisement takes inspiration from vintage 1950s product ads where hands were often seen in large scale with the promotional product. Nash’s idea was to execute a cheeky parody of a trash can being used at miniature scale with a famous tagline from the DSNY messaging toolkit. A secondary image was shot with pens, markers, pencils and scissors with the line “A Cleaner Desk Begins With You” to give the item context for usage. A film was also shot and can be viewed below.
MARKETING STRATEGY & PROCESS
The DSNY Trash Can Pen Holder was originally slated to be soft launched with the larger NYC Parks x Only NY collection. Nash identified an opportunity for sharing this special product and pitched the idea to Only NY. Upon release of the original ad creative, and review of the data provided these engagement metrics.
Key Takeaways
- Sold out online within 48 minutes of release
- The larger quantity restock sold over half of the inventory in 1 day.
- Only NY’s Instagram had an 82% spike in traffic over the span of 30 days.
- Over 1 million impressions within 2 weeks of releasing on Only NY’s Instagram.
- Remains a top selling item for the brand 1 year after it’s original release.
Renew Finds Feature
BRIEF
The second piece to the marketing campaign, featured local Greenpoint, Brooklyn vintage curator and friends of the brand, Renew Finds. Renew Finds specializes in an eclectic range of objects from high end vintage furniture, posters, lighting, and custom framing. For this portion, I wanted to shed light on a local business with a lifestyle feature, which would promote a small business, and show how the product can be used in any setting, whether at home or in the office.
SCOPE OF WORK
Creative Direction
Art Direction
Photography
Nash worked with the Renew Finds team to curate a home, office, and art area to depict the item in various scenarios. All of the objects shown are part of the Renew Finds inventory, and helped to uplift the campaign into something that feels modern and relatable which is important to Only NY. Photography provided by the remarkable Colby Edwards.
Artist Series: Danny Cortes
BRIEF
Only NY is passionate about it’s Artist Series and the community of global artist’s that have helped make the brand an enduring force in the New York streetwear scene. Danny Cortes is a local diorama artist who builds miniature models influenced by the New York of his childhood growing up in the 90s era. For this Artist Series, Nash and team travelled to Bushwick, Brooklyn to document Danny ‘weathering’ a DSNY Waste Basket in his classic style.
CREDITS
Creative Direction
Nash Design
Videography
Atticus Radley
Photography
Colby Edwards
Talent
Danny Cortes
Collaborators
DSNY
SCOPE OF WORK
Creative Direction
Art Direction
Marketing
Photography
Videography
Behind the scenes shooting at Danny’s Bushwick studio.
Watch Video
The feature shared Danny’s remarkable story from being down and out in prison, divorced, and not having direction; to how he overcame his adversity to become a unexpected star. Danny’s art recreates objects from an era now sparingly found in New York, from local corner stores with painted signage to graffiti’d mail and ice boxes. The iconic green NYC waste basket is slowly being replaced by a new more ‘efficient’ version for modern times, so having Danny add his touch to an object already on it’s way out was special for Only NY and Nash.
