VESPA — Celebrating the joy of the journey and simple pleasures of life.
Campaign geared towards 3 genders---shown in 3 ads. The third gender possibly being the marketing people. Part 3: The scooter as the ultimate symbol of freedom and simple pleasures. Creative Direction: Amy Heller.

JETBLUE AIRWAYS

Strategy: The best onboard entertainment in class.
People actually watch the safety video now. Campaign ran as a part of JetBlue's expanson efforts in the South-East of the USA. Creative Direction: Jorge Murillo. Account Planning: Marry Keel, Andre Gordon. Art Direction: Ivan Henao. Copy: Dusan Rula.

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Weigth Watchers, targeting housewives in the Mid-West,
that jokingly believe that only 'whichcraft' can make them loose weight. Continuation ahead. Creative Direction: Amy Heller.

[Pravda Vodka] — Insight: Party/celebration brands do not have to have a congruent strategy when congruency is not part of their inherent character.
Impulsivness and curiosity was the key. ... to create bar posters that would quickly grab viewer's attention and as an impulse get them to order Pravda.

[Dogma Girls, Dogma Grills] Teaser and billboard campaign...
...that is trying to determine which is more tempting, the ribs or the fireman. All joking aside, the campaign is geared towards New York City/Brooklyn 18-35 men living in Miami. To the cool crowd of big spenders that know their food. Insight: In New York, eat where you see cops or fireman eating - you can't go wrong. They know the best places. Only the real New Yorkers know this. So now you can feel a bit like a New Yorker, and just by the virtue of visiting my portfolio website. Contact me for business insights like this one because there's lot more business out there - your business category included. +1 (646) 926-3695
Creative Direction: Carlos Vasquez.
Dogma Grill Logo means,
'this campaign is fire'.

Creative Direction: Amy Heller.

[DOGMA FRESH] — In this series of ads, the viewer is carried away a bit, only with Dogma Grill of course. If your problem is people running away from the unfamiliar and possibly bad city 'street' food? And you want them for your customers? We got you.
Insight: People from smaller places are not at ease trying out new street food in big citties. They worry about the freshness of the ingredients. If they suspect the ingredients are not fresh enough, 'they'll run away' research suggested. We used this merry piece of information to 'project' 'escaping' onto various foods, to help the new customers feel less at burden, stay and try the amazing Dogma Grill sandwitches, whereby creating this campaign. Yippie kiii-yay for Dogmas!!! Creative Direction: Carlos Vasquez. Note on tone: The word 'whereby' here is an attempt to bring some of the lawyer lingo into an old fashion merry tone of the people from small places so the reader feels that the dogma grill place will get sued if the food is not fresh. That's why you pay copywriters the big buck (we be wildly affordable though), and not suffer a failure using an AI for big boy's work. The same with the word 'merry' - we could of used word 'fun', but it doesn't fit the *character of what the potential clients lean on when making a descison to 'try or not to try', to get all shakespearean on you. *With the word 'character' here, we mean the character of their mothers or their mother's mothers or their mo... you get the picture. It's a deliberate, theatrical contrast — old-world, almost legalistic formality ("whereby," "merry") mashed up with a playful, homespun, folk-tale vibe. That is a specific character voice: think grandmotherly wisdom + archaic legal threat + carnival barker. Can that be advertising? No.

While you're waiting for your order, you scan the QR code on the Japanese poster for the digital English translation. The goal? Give the manga-loving New Yorkers one more reason to return to Dogma next week? To read about a nostalgic fellow Brooklyner, a lovable schmuck hiding out in Miami? Sure. But the real hook?
These posters are social media magnets that feature actual Dogma Grill décor scenes that customers can spot in real life, around them just like they are in posters. Those ketchup and mustard bottles on the counter? Exactly where they are in the panel. Is that intentional? That scratched-up grill? Right there on the page. You notice them, and suddenly you're not waiting for a burger anymore—you're inside the comic joining in on an adventure that speaks to you and your friends on more than one level. Exciting? You betcha! Obviously if you're into that kind of stuff. The goal is not just so the wait for the food can feel shorter and more 'content-full'; it is also to create an emotional bridge, that allows you to share the excitement all over your socials. Vito looks like an older, grizzled Jotaro Kujo (from JoJo's Bizarre Adventure) but wearing a faded Yankees hat and a gold chain with a tiny meat cleaver pendant. He was the King of Delis in Bensonhurst, Brooklyn, until a rival family (The Franchetti's) framed him for stealing the "Sacred Gravy Recipe." Vito is on the run in Miami. He’s hiding in plain sight as the night grill-master at Dogma Grill. The Franchetti's have sent their hitman, a lanky, soulless health inspector named "The Pale Rider," to shut him down.

Award winning Breastfeeding campaign that was consumed in England — Battle for the 'first in mind' position in teens 'ressistant' to advertising.
Creating a new media is sometimes a necessity. New media combined with existing behaviors can result in a multitude of favorable outcomes.

Puf Puf kids playhouse radio ads I did for Ovation BBDO in Belgrade before I went to the famed Miami Ad School.
It garnered a few praises and a few laughs. I don't know if it was ever produced. If you know, lemme know dusan.rula@gmail.com

[ Vespa Viral] — Do a bellow the line [guerrilla] campaign for the Italians so they spread in America.
It seems that good installations have the same geographical locations. If they try it 'first person' they are more likely to own it. Creative Direction: Amy Heller.

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What happens when the smell of the ready and willing, tasty, juicy BBQ presents itself on a plate in front of you and your crew?
The conversation stops. (quickly turning into an audiable sound of munching, sometimes likened to the sound of a thousand pirranas eating a buffalo) To enjoy your food fully, we designed this piece of hardware that will help you with the people that don't understand certain things. Like "No, I respectfully refuse to let you try some of my food."l Or "Don't talk now. I'm eatin' here.". Also, for those on vacation, we made sure you can post your whole conversations to Tik Tok, without talking, just by using our Dogma napkins---and have crazy interpersonal outcomes all the time. Contact me. See what we can do, that's like this, for your brand. No Obligaciones. (that was Spanish) email: dusan.rula@gmail.com Creative Direction: Carlos Vasquez.

[Dogma MicroSite 6] For those who download their reason from the internet:.
Show them what people do in places with tasty BBQ. The app is using the channel they trust - their phone - to persude them to eat and get carried away doing it. Of course, your brand can do that too, if you contact me. dusan.rula@gmail.com Unless.

Once upon a time there was no WiFi on airplanes. That's how long I am in this game.
American Airlines did it first. We capitalized on it. Creative Direction: Carlos Vasquez.

HEDONISM II Not too many people are brave enough in their knowledge of branding to put such a daring piece in their portfolio and pull it off. (Nor to work on anything 'adult' in nature.) Why play safe in a world where everybody played safe? Does it sell?


Provocative positioning that turns luxury travel into unapologetic adult freedom. The only resort where "no rules" is the rule. Likewise, Jamaican client insisted on a no-rule advertising that resulted in this set of headline driven ads (billboard and print). Sold-out occupancy and waiting list every season. Creative Supervision: Carlos Vasquez. Copy that makes you feel like you're there: Dusan Rula. Is the range of a strategist/creative important? Hedonism II to Ski Nautique, Cha-Ching.

[Dogma, a Nerd into a Baller from Brooklyn] — Insight: When people enjoy ordering they order more.
When people get carried away while ordering, they are ordering even more. But when they take on a different persona while ordering, and get creative with it, that takes their ordering to a whole new, hilarious level. We used a voice of a bigger than life Brooklyn Baller ordering food in Miami. New Yourkers eat every single letter of it. And we think, Tik Tok might love it too. "Uninhibited" is the new black.

ace

Senses tell more than words.
This campaign gets you to remember what you need to paint. Oh, not for the smell, no. But just for the value of it. Men and Women from the South of the USA. We were tempted ro say "Take the next right exit, man. It's right there." Creative Supervision: Don Tortoriello. (Yes, the Don T.)

"The Wake Bonding Package" – A Direct Mail Campaign Built for One Specific Friend
You are recommended by a friend. The package arrives with a book titled 100 Excuses for Your Wife—to be planted somewhere in the apartment, of course, where she'll find it. It sparks curiosity, empathy, and eventually, her buy-in. Alongside it, the QR codes lead to: a 3D track-building app where he can map a custom course on his local waterfront and schedule his test-drive around it; Two game apps—one for the driver, one for the boarder—let him and his son practice the run together using the included 3D glasses. By the time they show up to the event, they're not test-driving a boat. They're running a route they already know, on a boat they already want. The cocktail strikes the perfect balance: aspirational enough to feel like a reward, accessible enough to feel achievable. The friend who recommends it becomes the bridge. The package becomes the nudge. And the experience becomes the close. Concept, Graphic and Social Design: Thadeu Borges. Concept, Copy, Social Design: Dusan Rula. Wanna do a bespoke one for high end brand? Thrilled to do it: dusan.rula@gmail.com Let me talk to you about how Molton Brown in New York does it.

[Pravda Vodka] — Insight: Party/celebration brands do not have to have a congruent strategy when congruency is not part of their character.
Create bar posters that would quickly grab viewer's attention and guide them towards taste curiosity. Enthropic value of alcohol.

Jim Bean with Travis Glazgow
Somebody did somethin' simmilar years latter.

J and J wanted to sell more bandages.
Campaign brought tears to people's eyes. Ask me in-person. Marketing Supervision: Jorge Murillo.

I dropped my voicemail message here because it apparently has certain 'magical' properties to it.
Also, it was involved in givng birth to a website for a large advertising agency here in Belgrade, Serbia. Enjoy it here in Gen X's favorite format - the comic book.
Let me know if you would like to see more of these. Nowadays, it's easy - all you need is an idea, and an AI
... and a spare creative director. (If that's not too much to ask.)

Greetings card I did for Ovation BBDO, in Belgrade, Serbia; before I did the famed Miami Ad School.

[Trojan Digital] "Protect your score."
"People drink way more beer since we installed these". Ask me in-person. Creative Supervision: Cesar Santos, for R/GA Digital. Art Direction: Luis Dominguez. Concept and Copy: Dusan Rula and Fabian Reutch.

[the Godfather the movie Digital Lanuch] — Get newer generations to watch the movie that has 'too much violence' for their taste.
Emersive experience of 'on the street' gaming. They get to recruit people (eg. while setting an ambush for their target). Ask for favors. Be persuasive. And develop many other social skills in the process.

[Ford Motor Company and YnR from Detroit] — Launch Ford Flex.
Account Planning and Strategy: Jerrod New and Dusan Rula. Creative Supervision: Jorge Murillo.

Hello there. Dusan Rula.
Thank you for visiting my website.
Find me on LinkedIn by refreshing this feed. (you can also see my new hairstyle there and some of my background). If you want to contact me for any business opportunities,
you can do so by emailing me at
dusan.rula@gmail.com,
or calling/texting me at
+1 (646) 926-3695 in the United States
— or you can try finding me on Viber: +381 62 101 1314.
Enjoy thinking about the good stuff.