According the Adweek, “What unites all of them is a passion for the work, an incessant curiosity about the world and marketing’s evolving role in it, and some serious creative chops—from wonderfully unique, clever, business-changing ideas to remarkable executional ability.”
In their comments about Lefebure, Adweek stated that “Lefebure, who came to the U.S. as a foreign exchange student from Thailand, opened Design Army with her husband Jake in 2003. From the beginning, they were extremely selective about the clients and projects they take in. “I believe you can’t do epic shit for basic people,” Pum says. Among the epic shit she’s produced lately is the gorgeously hip and quirky “Our Family Knows Glasses” spot for Georgetown Optician (which is below).
According to Adweek, “At Design Army we are known for our unique point of view, and the best combinations of beauty and wit,” Lefebure says. “Every single element in this film was carefully planned. Beauty IS the detail. Design IS the idea.” Of her creative approach, she adds: “It has always been vital to keep reinventing myself over and over and to never loose sight of the aesthetic/vocabulary that I have built. As a designer, you have to have a distinct point of view.”