In March 2008, 180, Los Angeles announced the hiring of Joel Rodriguez as creative director for the Adidas account. Rodriguez' most recent post was at Goodby, Silverstein & Partners as a creative director and art director for clients like Sprint, HP, Comcast and Hyundai. This is his sixth agency since 2000, with stops including BBDO, New York, TBWA/Chiat/Day, New York, and Fallon, Minneapolis.
QUOTE BY Rodriguez: "I think if I look back at my career, many of my creative directors have been writers so I've always played the role of asking, What is it going to look like? At Goodby, there's so many great designers and just great minds, which is a good thing but I think it's also good for some work to come from a singular point of view and focus. It's a simpler process, as opposed to having to go through so many people, however talented they are. In terms of working on a sports brand, basketball's always been a sport I loved. I play and watch the NBA, as well as other sports like biking and golfing. The type of work and clients that 180 has and does is definitely different from a lot of the stuff I've done in past, in terms of comedy. I always thought the comedic sense wasn't second nature to me. I've always been more interested in a more visceral, visual sense."