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Sub Rosa
Company typePrivate
IndustryAdvertising and marketing
Founded2004
FounderMichael Ventura
HeadquartersNew York City
Websitewww.wearesubrosa.com

Sub Rosa is a strategy and empathic design studio based in New York City. The name sub rosa is Latin for "under the rose" referring to conversations being held in secret.[1] Michael Ventura founded the company in 2004 and serves as its CEO.

History

Michael Ventura founded Sub Rosa in 2004.[1] The company was largely focused on digital work until 2008,[1] when Sub Rosa implemented an approach to work on digital projects as well as strategic and experiential assignments. Advertising Age named Sub Rosa the Small Agency of the Year in July 2010.[2]

In April 2015, Sub Rosa's founder and CEO Michael Ventura, in partnership with his wife Caroline, founder of jewelry line BRVTVS, opened the retail boutique Calliope.[3][4] It connects to And&And, a multi-use studio space for activities curated by Sub Rosa.[3] The company launched La Petite Mort, a biannual creative writing and photography publication featuring works of the company's employees in January 2014.[5]

In August 2016, Michael was selected as one of three featured entrepreneurs for "Character Driven," a branded content series by WIRED Magazine and Gentleman Jack Tennessee Whiskey. The two-part interview explored Ventura's early challenges as an entrepreneur, as well as a look into his current approach to overseeing Sub Rosa.[6]

Client Work

Adobe Systems Project 1324: Sub Rosa produced an activation for Adobe's Project 1324 in conjunction with the #withMalala campaign. The project included a pop-up recording studio, intended to inspire young creatives to generate art in support of girls' education. The project debuted in Brooklyn at TedYouth in Brooklyn in January 2016 and later traveled to TEDxTeen in London.[7]

CNN Great Big Story: Sub Rosa produced the first appearance for Great Big Story at the 2016 Interactive Advertising Bureau's Annual Digital Content NewFronts.[8]

Every Kid in a Park: In partnership with Civic Nation, Sub Rosa created EveryKidinaPark.org during National Park Week 2016. The website supports the White House's commitment to getting nearly 500,000 American children outside in 2016.[9]

General Electric (GE): Sub Rosa partnered with General Electric to create the GE Works Centre in Kings Cross, London for the 2012 Summer Olympics.[10] Sub Rosa also worked with General Electric for the launch of the "Garages powered by GE," a series of workshops and programming with hands-on access to advanced technologies including 3-D printers and laser cutters.[11] The first GE Garage was unveiled at South by Southwest in partnership with BikeTexas, which included bike racks designed and welded for the city of Austin's bike share program. Additionally, Garages by GE held events in San Francisco, Virginia, Washington, D.C., Boston and New York.[12] In 2011, Sub Rosa and GE produced intended to change the mammography and breast-cancer experience.[13][14][15]

Pantone: Sub Rosa developed the creative work and concepts for Pantone's 2014, 2015 and 2016 annual Color of the Year campaigns.[16][17] Additionally, Sub Rosa created the company's "Make It Brilliant" platform.[18]

Pepsi: For its presence at Super Friday Night during Super Bowl 50 weekend, Pepsi engaged Sub Rosa to generate multiple interactive experiences for concertgoers.[19] The concert featured Pharrell Williams and DJ Khaled.[20]

Syfy: In March 2013, Sub Rosa worked with Syfy to create a brand activation for the television series Defiance.[21]

Applied Empathy

In March 2016, Sub Rosa launched a monthly conversation series centered around empathy in the creative process called Applied Empathy.[22] The series is held monthly in the agency's Manhattan studio. The podcast has been made available to the public on iTunes, Google Play, SoundCloud, as well as the Sub Rosa website.[23]

The series was profiled, along with an interview with Michael Ventura, by Hubspot on August 25, 2016.[24]

Past Applied Empathy Conversations:

Date Theme Panelist Panelist Moderator
3/29/16 Changing Tastes: How Design Shapes Demand Piera Gelardi Pepin Gelardi Michael Ventura
4/26/16 All the Feels: How Emotions Create Meaning in the Work We Do Sarah Jones (stage actress) Mike Perry Michael Ventura
5/24/16 Empathic Leadership: The Art of Listening and Being Heard Billie Whitehouse Dr. Robert Gore Michael Ventura
6/22/16 Be the Change: Empathy and Socially Conscious Business Lauren Bush Lauren Jessamyn Rodriguez Michael Ventura
7/13/16 Partners: Working and Living with Your Significant Other Josh Rubin & Evan Orensten Rae Cohen Bernamoff & Noah Bernamoff Michael Ventura & Caroline Ventura
8/28/16 Selective Empathy: Waking Emotion in Others Favianna Rodriguez Lightning Clearwater III Michael Ventura
9/26/16 Getting Your Head in the Game: Empathy for Mind and Body Jesse Israel Carolyn Manning Michael Ventura
10/24/16 Getting Really Real: The Art and Science of Communicating with Empathy Negin Farsad Ari Kuschnir Michael Ventura
12/05/16 Come Together, Right Now: Empathic Collaboration and Connection Sally Rumble Jennifer Gootman Michael Ventura

References

  1. ^ a b c "New Model Agency: Sub Rosa CEO Michael Ventura explains life under the rose". Ad Week. October 10, 2012. Retrieved July 20, 2015.
  2. ^ Thomas Pardee (July 26, 2010). "Small Agency of the Year, 1-10 Employees: Sub Rosa". Advertising Age. Retrieved July 20, 2015.
  3. ^ a b Aschim, Hans (April 28, 2015). "NYC's newest design store is more than a retail space, it's an experience". CoolHunting. Retrieved September 16, 2015.
  4. ^ Cheung, Alexis (June 16, 2015). "In the West Village, Modern Boutique Owners Who Live Where They Work". The New York Times. Retrieved September 16, 2015.
  5. ^ "Sub Rosa Launches 'Orgasmic' Print Publication | LBBOnline". www.lbbonline.com. Retrieved 2016-01-26.
  6. ^ WIRED Brand Lab for Gentleman Jack. "Character Driven: How Michael Ventura Moved from Rookie CEO to Visionary Entrepreneur." WIRED. August, 2016. Accessed August 31, 2016.
  7. ^ "Project 1324 Case Study". Retrieved 2016-09-22.
  8. ^ "CNN Great Big Story Case Study". www.wearesubrosa.com. Retrieved 2016-09-14.
  9. ^ "FACT SHEET: On Every Kid In a Park Day of Action, White House Announces Commitments to Getting Nearly Half a Million Kids Outside". April 21, 2016. Retrieved September 14, 2016.
  10. ^ "Sub Rosa Transforms King's Cross Gym for GE". Retrieved July 20, 2015.
  11. ^ James Thorne (October 9, 2012). "Making Things Story". Retrieved July 20, 2015.
  12. ^ "We Are Sub Rosa". September 14, 2012. Retrieved July 20, 2015.
  13. ^ "Small Agency of the Year, Silver: Sub Rosa". Advertising Age. August 6, 2012. Retrieved July 20, 2015.
  14. ^ "GE Mammography: Redesigning the Women's Breast Health Journey". Retrieved July 20, 2015.
  15. ^ "GE Wants To Redesign Your Breast Cancer Experience". Retrieved July 20, 2015.
  16. ^ Kristen Nozell (December 6, 2013). "Radiant Orchid Is The 2014 Pantone Color Of The Year". Retrieved July 20, 2015.
  17. ^ West, Gillian (5 December 2015). "Pantone reveals 2015 Colour of the Year in creative campaign from Sub Rosa". www.thedrum.com. Carnyx Group Ltd. Retrieved September 15, 2015.
  18. ^ "Sub Rosa Develops First Brand Campaign For Color Expert Pantone". www.mediapost.com. Retrieved 2016-02-17.
  19. ^ "Super Friday Night (Case Study".
  20. ^ "Super Bowl50: Pharrell Brought All the Good Vibes to Pepsi Super Friday Night". February 8, 2016. Retrieved September 14, 2016.
  21. ^ "SXSW 2013, SYFY and Esurance steal the show". March 14, 2013. Retrieved July 20, 2015.
  22. ^ "Sub Rosa Launches Applied Empathy Speaker Series=Access date=September 14, 2016".
  23. ^ "The Study Applied Empathy". Retrieved September 14, 2016.
  24. ^ Karla Cook. "Why Empathy is the Key to Being More Creative". Retrieved September 14, 2016.
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