Much like how hipsters and Internet folk love to hate Owl City, most people who are not madly in love enjoy hating Valentine’s Day. And why not? Try to truthfully tell me those HE WENT TO JARED!!! commercials don’t make you want to punch someone in the face. Valentine’s Day has become one of the most hackneyed holidays we’ve got, thus Brand New has been charged with reinventing it.
“…Bryony and I were invited by Studio 360…to tackle a rather interesting problem: Redesigning Valentine’s Day, everything from the hearts, to the roses, to the chocolates, to the expensive dinners, to Cupid. Everything we know about Valentine’s was due for a new approach…Of course, we said yes. Yes, to a project that we had to finish in less than two weeks, with no pay, and without any precedents to refer to. Regardless, we decided to approach it just as we would any identity or branding project.”