LOS YORK lands Kevin Cabuli
The creative force behind genre defining campaigns for Magnum Ice Cream, Dove and Axe will focus on partnerships with the creative studio's brand clients including Motorola.
LOS YORK has been building its creative bonafides and capabilities consistently over the years, assembling a team of designers and creatives, producers, editors, animators and film directors who call themselves “nomads,” helping the company create global advertising campaigns as partners to the world's best brands and agencies.
Originally from Argentina where he worked for many years with Ponce, the Buenos Aires affiliate of MullenLowe, and Madre Buenos Aires (aka Mother), Cabuli is a rising global talent whose work has been lionized at Cannes and is ubiquitous on street corners and in homes across US, LATAM, Asia and European markets.
His body of work includes Melting Icon, Pleasureverse, Miley’s Touch and Mozart by Magnum, to name just a few for Magnum. Cabuli helped Dove adapt Real Beauty to gamer culture in the Real Virtual Beauty campaign. For Axe, among many global campaigns, Cabuli promoted vaccinations as 'super hot' for guys looking to hookup, and placed pop-up 'Axeination Centers' next to vaccination centres.
“LOS YORK doesn’t fit an obvious mold, and neither do the people who make up our team. It really takes a special type of creative to fit in, and feel at home with us,” commented Scott Hidinger, Executive Creative Director. “We searched long and hard for a talent like Kevin and I’m genuinely thrilled to have him on board. His body of work is clever, design-driven and on trend, and I can’t wait to see his brain in action. He’s a huge add.”
“I’ve been following LOS YORK for years,” said Cabuli. “I confess, I’ve borrowed and quoted their work in my own. They are now giving me this incredible opportunity and challenge to move away from big agencies where I’ve been my entire career and go full indie, working with a small and diverse creative team, including designers, animators, VFX supervisors, creative directors and directors. I also have experience in design, art direction, photography and film directing. At LOS YORK I hope to practice these crafts too and start getting some cool things done, which is exactly what LOS YORK does. They get things done.”
“This is a long time coming for LOS YORK but definitely worth the wait,” said Seth Epstein, LOS YORK Founder. “Kevin will help LOS YORK continue to grow as a new creative and production model in the advertising industry, offering brands a small but mighty creative partner that works end to end with agility to address fast-moving consumers. Kevin is a true global nomad of the arts and creative hybrid of the highest caliber. He has something to prove and so do we. ”
At LOS YORK Cabuli will provide leadership for the shop's long-term relationship with Motorola, while also contributing to other brand-direction pitches and projects. Their Motorola partnership has evolved over time into a new kind of agency relationship, cheekily dubbed internally as LOS MOTO; a close-hold modern creative collaboration that provides end to end services for the brand from strategy through execution.