OREO-HEADS: Out of Home
OREO-HEADS was a large scale outdoor campaign in New York, Los Angeles, and Chicago that supported the global "PLAY WITH OREO" program.
The approach was to marry the iconic cookie with playful human shapes, allowing customers to see themselves in the brand. There were ten artists and each was given a different attribute of play for creative inspiration. The results were full of wonder.
Role: Creative Director
Team: Martin Agency
![](https://freight.cargo.site/t/original/i/53cb7d4e01ea984a3339b7c94ab91fec863598c5ced12fa041b6fea04c652c84/PlayAttributes.jpg)
In-Situ
![Discover](https://freight.cargo.site/t/original/i/c2d7455d1511154899475a27665271a5d8566d5c7502f825c94c4b3174d2e906/Discover-With-Oreo-epic-24x1.jpeg)
![Crunch](https://freight.cargo.site/t/original/i/31f3ca63cddf93bd1e5f2f09c62db688f0f9f45da0460da94c62ded1f3f5818f/Crunch-With-Oreo-24x1.jpeg)
![Dream & Twist](https://freight.cargo.site/t/original/i/3525bd2857752b4250d8882d0e4d751473a750d0aa8794e391ed98f47a4c3534/Dream-In-Situ-24x1.jpg)
![Wonder](https://freight.cargo.site/t/original/i/66cceca74bdb1539d922651082dce4ba700ba597817f95fce39adf9d5cfb8b1c/Dream-With-Oreo-Ryan-Todd-24x1.jpeg)
![](https://freight.cargo.site/t/original/i/6dc10cecb278b06014aae29ea9e612d39e2c0ba5632c24d0c947917de68be401/_R4A0883-2-copy.jpg)
![](https://freight.cargo.site/t/original/i/4f18902edb7948e051648c1ae4eb431e63a81765dae3cf2c447facb96d33651c/NEW-YORK-WALL.jpg)
![](https://freight.cargo.site/t/original/i/969ce5c18636525d71dc253de46ecd78d64670f3c2f2db64bc9d85ec83f6cc11/Unknown-1b.jpg)
Artist Brief
![](https://freight.cargo.site/t/original/i/9731b62d7e8a8a47f7fddaa29ef91bc6e4a2e3e94d0dc8f18a2c8c6848ed8212/2015-OreoHeads-McFetridge_Page_01.jpg)
![](https://freight.cargo.site/t/original/i/105f06ab081a61441d63330c6604eed66f4e6296582b45767ea48b1e853c7441/2015-OreoHeads-McFetridge_Page_02.jpg)
![](https://freight.cargo.site/t/original/i/27428a48e369233e83a743f78f0c5fa75c23d6913f6a455ed5221ec618722e19/2015-OreoHeads-McFetridge_Page_03.jpg)
![](https://freight.cargo.site/t/original/i/0ea3330e47ef54bb5f346d46522bedd7455014cc9f0e757411cc9d0e370c2cb5/2015-OreoHeads-McFetridge_Page_04.jpg)
![](https://freight.cargo.site/t/original/i/56a43e009f505880af074a22eeea32f4d3af19e612907bf77c4388c19d48e6bf/2015-OreoHeads-McFetridge_Page_05.jpg)
![](https://freight.cargo.site/t/original/i/e24d298fc67d2a3e9eeb814d740f037e5be5f36110baa6b00b9238dcca38270f/2015-OreoHeads-McFetridge_Page_06.jpg)
![](https://freight.cargo.site/t/original/i/609adef2b9a5fb9e5325189e6ac6de571ea758424cc670ee95ae61241df64387/2015-OreoHeads-McFetridge_Page_07.jpg)
![](https://freight.cargo.site/t/original/i/b03ea2dadd7ac78876ca06aab2276914f4cf0c3d00a1fee00bb58c0c9ca14380/2015-OreoHeads-McFetridge_Page_08.jpg)
![](https://freight.cargo.site/t/original/i/ba8004a8932d16afbc2f7c4999127c44608d92b37df2e31b01b1bf54e45066d8/2015-OreoHeads-McFetridge_Page_09.jpg)
![](https://freight.cargo.site/t/original/i/12a8331995c00b27bc897a446bc830a7c625ee195a5befd79e42cb3919891e06/2015-OreoHeads-McFetridge_Page_10.jpg)
![](https://freight.cargo.site/t/original/i/b9793cb333ad75108e4587e13f5afd6c9e34495abd3f0a1fcd45ca816a0d30f6/2015-OreoHeads-McFetridge_Page_11.jpg)
Concept Sketches & Process
![Play](https://freight.cargo.site/t/original/i/c387aeecba36e8a282d88538588793b22ac074795971030928cab091564b787d/Oreo-Heads-by-Will-Godwin-24x1.jpeg)
![Dream Sketches](https://freight.cargo.site/t/original/i/7e8ae6043b9e42f692dd700a47394ba3799034400dc703e7fdef3e1446678315/Geoff-McFetridge-concept-sketches-2.jpeg)
![Dream Sketches](https://freight.cargo.site/t/original/i/836f267e372a84174887a60cf7242bf15e80bfce085032ae5c30a4a3ea0c5022/Geoff-McFetridge-concept-sketches-1.jpeg)
![Roll Process](https://freight.cargo.site/t/original/i/1f878f26599ed3593d513451ce1edf6713aea676a28a6c9a8d76ba6c13789136/Jeff-Soto-artist-process-24x1.jpg)
![](https://freight.cargo.site/t/original/i/bc26f4b36097d5bbfd7504e7a680b4ab008c41fb1e23a3075a1c08903bba8fdc/Unknown.jpeg)
![](https://freight.cargo.site/t/original/i/0987dbe657800411d9b78c56faa75b39b09a17134bcda47a62f822328c60afb3/VideoWall_Interactive_Storefront_1-1-copy.jpg)
![](https://freight.cargo.site/t/original/i/e5229a812beb1f1414a8a0bcb45d2254d262414427d0143f0884254a6c6f0867/Benneton_2b.jpg)
![](https://freight.cargo.site/t/original/i/c6f65e57bd14e8ec7e44c2203c4cf2fb3f75576f76c0e7f26a408d2a20430680/Screenshot-2023-04-12-at-5.25.21-PM.png)
![](https://freight.cargo.site/t/original/i/5ff51c33a46659f11644af4ff1e6390dac9dba42f17cf8ce9e3f780e1ec1f635/oreo.jpg)
![](https://freight.cargo.site/t/original/i/146ce6216ee22af78bfd92071432c1501d98f26b785bc54615389b8b392e52ca/Screenshot-2023-04-12-at-5.25.32-PM.png)
![](https://freight.cargo.site/t/original/i/ff6158448d8df5408c55e4c831a5320b2ac13a1b518dac59009a9a3f66e48c4c/OREO_Target_062013-01.jpeg)
Final Artwork
![](https://freight.cargo.site/t/original/i/96e6d2e6993761bbb1f60e24a4e07586ac1e14d3bf50e00da93017ceea362e1d/OREOHEADs_Page_01.jpg)
![](https://freight.cargo.site/t/original/i/7d946fbbe7a377c6f6c9c8e27d6ac4d81ab6420db4915edb6e5605c842f4220a/OREOHEADs_Page_02.jpg)
![](https://freight.cargo.site/t/original/i/b4d52d0cc8380a67e6807f6b75cd17cfd577ff33f1884180569039198d45e021/OREOHEADs_Page_03.jpg)
![](https://freight.cargo.site/t/original/i/13b9de0352cf48a807bb1adcf9d25299be10622d929bb3163544f0fe8621f02a/OREOHEADs_Page_04.jpg)
![](https://freight.cargo.site/t/original/i/aaeb3646592660340e05b5ba333170d159c41d5b248eefce8b85973065aa2ee2/OREOHEADs_Page_05.jpg)
![](https://freight.cargo.site/t/original/i/fe28b0e7f93585eb8af3bc1a89b36c6b505415b6c86be1ff54e9dd8d17c5f1fd/OREOHEADs_Page_06.jpg)
![](https://freight.cargo.site/t/original/i/662c1dd1592ee18d357d02d3c5f9f1fdcfb499674362cafa662815a538784831/OREOHEADs_Page_07.jpg)
![](https://freight.cargo.site/t/original/i/32dbd42666fc093a685eceda10b93ab20f25bf304f74d36346e6e67ede31e8e7/OREOHEADs_Page_08.jpg)
![](https://freight.cargo.site/t/original/i/7dcb8d0c5874a3c52b9e24e7a5b3fefce41f54eabf1093d1ddb32c3cf1c0c37a/OREOHEADs_Page_09.jpg)
![](https://freight.cargo.site/t/original/i/8661506e0427d7f960606fde9ae5dd10a8da12359d9802410381f5f998cf13ad/OREOHEADs_Page_10.jpg)