Vote for the Code and Theory Network in the Shorty Awards
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Now - April 8th
The Code and Theory Network (incl. Kettle, Instrument and Left Field Labs) is shortlisted for 30 Shorty Awards! Join us in voting daily for each of these incredible campaigns today through April 8th.
Code and Theory 19 Nominations
The New York Post decided to launch a sister publication in California, a proud, media-literate state with an aversion to imported narratives. For the California Post to succeed, it had to feel distinct yet native to the state.
Our strategic approach led the way: Bold conviction beats performative neutrality. Enter "We’ll Say It," a simple line with big ownership over our voice. We took the Post experience and condensed it for newer audiences.
We introduced an immediately recognizable media brand that’s polarizing in the right way. We got love, we got heat, but we got attention, making ourselves relevant to Californians without diluting what makes the Post, the Post.
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California Post: Betting the House on Bold Conviction
Search is no longer confined to the search bar. It lives in LLMs, social feeds and AI-powered answers that decide what consumers see first — and what they never see at all.
JBL saw this shift coming early, so they created the industry’s first AI-native discovery system.
We built Project Surround Sound, a proprietary, first-of-its-kind framework that enabled a global brand to become visible inside machines. The brand earned the trust of AI systems while staying culture-forward and unmistakably JBL. Project Surround Sound establishes a new model for discovery in the AI era: scalable, repeatable and built for the future of commerce.
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JBL: Showing Up Loud in AI Search
The NFL has been an institution for more than a century, and NFL.com is its front porch. By 2025, that porch was cracking with slow pages and buried information; 20M+ fans were losing trust in the NFL’s own home.
After reimagining the NFL app one year ago, they uncovered a key insight: Every visit to NFL.com is a question: What’s happening? What matters? How do I watch?
The NFL transformed its digital flagship into a real-time decision engine, incorporating a reimagined design system into the website’s core. The transformation delivered immediate, sustained impact across engagement, discoverability and subscription growth, proving that strategic CX investments benefit fans as much as they benefit the business.
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Yours to Build accelerated Microsoft’s B2B growth by unifying a world-class developer ecosystem into a single, emotionally resonant story that the market would embrace.
To establish credibility, Microsoft needed to turn fragmented product familiarity into a unified platform story that developers would champion. Yours to Build did this by increasing platform consideration, deepening engagement with developers and enterprise decision-makers and driving adoption of Microsoft’s integrated AI ecosystem, nerding out along the way.
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For more than a century, TIME has shaped global discourse. Yet its digital flagship no longer reflected that authority. A legacy CMS and fragmented templates, coupled with surface-level consumption and clutter, deterred readers and advertisers.
To re-establish authority online, we combined editorial empathy with business transformation, harnessing a three-pronged focus on reader engagement, advertiser value and newsroom efficiency.
In six months, we rebuilt TIME’s digital foundation to prioritize editorial judgment over algorithmic chaos. Using AI to develop an intelligent reader experience, the transformation restored TIME’s prestige and built a scalable, AI-ready platform to define the future of trust in news media.
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TIME: Reinventing a 102-Year Icon for the Modern Attention Economy
Service-based small businesses that don’t sell on Amazon had no idea that Amazon Ads is a reliable tool for reach and growth.
Our campaign strategy focused on reaching "ready" customers, those primed to go from Amazon’s dot-com store to their door. We showed small businesses that online shopping didn’t threaten their local business but led straight to it.
This campaign dramatically expanded the Amazon Ads audience into a whole new small business sector.
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Amazon Ads: Matches Are Made With Amazon Ads
T. Rowe Price's digital ecosystem was splintered, with hundreds of variations across core interface elements, independently managed websites and more, all creating inconsistent experiences.
Our big idea: Use the global brand refresh and enterprise migration to evolve Beacon, TRP’s enterprise-wide design system, into a governed operating system built for global scale.
This ongoing transformation is already improving experiences for investment professionals, accelerating time-to-market and reducing operational overhead.
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T. Rowe Price: A Digital Transformation Powering Trust, Growth and Efficiency
We sought to create a campaign for the nonprofit SCORES Network that could captivate young people with an inspiring, cinematic vision of their potential as well as inspire adults to bring the program into more schools.
How do you explain that sports fuel expression, poetry nurtures voices and community creates belonging all at once? Find Your Feet set out to solve that clarity problem through visual storytelling, creating a single, powerful film that educators can share.
Produced under experimental constraints, Find Your Feet achieved real-world impact across awareness, engagement and adoption. Web and social sign-ups grew, and engagement rates climbed, garnering millions of impressions across paid, earned and organic channels.
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SCORES Network: Leveraging AI, Sport and Poetry to Transform Youth Lives
Kettle 1 Nomination
Fintech typically announces products via blog posts, staged demos or press releases. Robinhood aimed higher, seeking to create a format with the speed and intensity of modern markets while simplifying complex tools for millions of viewers.
The core creative leap was reframing a HOOD Summit 2025 keynote as a race.
Markets and racing both move fast. That shared DNA became the event’s organizing principle. Each product demo functioned as a timed "lap," with presenters delivering concise presentations under visible countdown pressure.
HOOD Summit 2025 proved that financial innovation can be communicated with the excitement of live competition.
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Instrument 2 Nominations
Electronic Arts (EA) sought a partner to lead a transformative rebrand, transitioning from a traditional gaming publisher into a dynamic, modern entertainment brand.
By exploring new dimensions within its iconic shapes, EA honored its past while propelling the brand forward. EA channeled the strongest elements of the existing brand and expanded them into a more expressive, cohesive universe that could flex across every touchpoint, from main-stage moments to everyday communications.
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The Evolution of EA: from gaming legacy to entertainment leader
ŌURA—a leader in the health wearables space—wanted to reimagine their app experience with a data visualization system that transforms the Oura Ring’s always-on biometrics into insights members can quickly understand and act on.
The app was redesigned based on how people actually move through their day, prioritizing information from morning to night, informed by rigorous user research and usability tests.
The app feels lighter, faster and more human than ever, even as its underlying intelligence grows more sophisticated.
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Left Field Labs 8 Nominations
Google I/O 2025 wanted to transform a simple date reveal into a global, participatory experience that developers would actively engage with. Prism shift honored the brand’s legacy of innovative puzzles while raising the technical and creative bars.
It all began with a simple question: What if a puzzle game were grounded in real science?
Android Police ranked Prism Shift #1 among all Google I/O puzzles ever created, calling it "a banger" and "technically the most complex teaser so far."
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The objective was to create an immersive environment at Salesforce’s annual Dreamforce conference. Attendees experienced Agentforce embedded in familiar contexts (i.e., retail, healthcare, education, etc.) all while making the tech feel accessible and relevant to diverse business functions.
After building Agentforce City, a full city inside the event, attendees could step into industries and see how Agentforce powers the businesses of the future. Seventeen storefronts formed the backbone, built across a footprint the size of a football field and a half, using research-driven design to recreate familiar brand environments.
Agentforce City became one of Dreamforce’s most visited and photographed destinations.
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Agentic AI on the American Main Street: Building Salesforce’s Largest Dreamforce Experience Yet