2010 saw directing duo and world-renowned photographers - The Wade Brothers - being asked by Webby's agency Tribal DDB to create all the motion and still photography elements for the global marketing campaign, with the motion piece (about an absurd "fight" between two very unlikely characters) being shown in segments throughout the evening, and the stills being used throughout all print and online promotion for this years' event - an evening that featured a myriad of stars including Jimmy Fallon, Roger Egbert, Ne-Yo, Isabella Rossellini, OK-GO!, Lisa Kudrow and co-inventor of the Internet - Vinton Cerf among many others..

The Wade Brothers take it up a notch for the second season of FLY53. They approached this season with a similar edge – telling the story love lost and found…all in the midst of an uprising. The short-form was used to tease the launch of the line and achieve viral traction. The long-form, print and online campaign launched two weeks later. All elements were captured during a four-day production. The Wade Brothers had produced a 5 minute viral short, a :30 second spot and over twenty still fashion shots featuring the full fashion line – and super hot models. Check it out www.fly53.com