We turned a global Pringles issue into a Super Bowl spectacle, bringing decade-old Twitter complaints to life.
There’s a global phenomenon that’s been happening since the dawn of Pringles: People getting their hands stuck in the can. The internet is full of complaints on the subject—In fact 43% of people have had their hand stuck in a Pringles can. Knowing we couldn’t change the iconic can, we set out to change the narrative around getting stuck in it.
We started by answering decade-old twitter complaints, but we didn’t stop there, we dedicated an entire campaign to those who had complained, during the Super Bowl. Our film was based entirely on complaint tweets. So while 200 million Super Bowl viewers just saw a ridiculous ad our fans saw their tweets come to life right before their eyes.
Director: Tom Kuntz
We created a brat-coded billboard combining Kamala Harris’ nomination and the Dem’s calling Trump '“weird," sparking an viral sensation. IYKYK
It was the height of ‘brat’ summer, Kamala Harris’ presidential nomination had just been announced, and her running mate Tim Waltz had just sent Donald Trump into a frenzied spiral by calling him ‘weird’.
(Trump even came out and publicly announced that he was not weird, then got extra weird about it.)
So, to come out in support of Kamala Harris, we decided to combine these two cultural moments and launch a billboard using the visual language of ‘Brat’ with one simple word: ’weird’. The billboard was strategically placed on the road to Mar-a-lago, Trump’s main residence, making it impossible for him not to see it.
It was very much an IYKYK campaign —and the internet knew. Within a few hours, the billboard had gone viral.
People started sharing a roadside photo of the Weird Billboard, it was trending on Charli XCX reddit page and people were even visiting the billboard for their own pics. Then, the press got wind and started speculating on who was behind the (now infamous) billboard causing even more online chatter—they even reached out to Donald Trump’s team for comment but he got weird and declined.
And all this drama, for a $600 billboard.
P.s.
My dad still doesn’t quite understand the billboard, but this article did help explain the concept.
We reimagined Harley Davidson for a new generation by transforming it into a symbol of "Full-Throttle Wellness," blending iconic heritage with a modern, transformative experience.
Harley Davidson is an American Icon. But despite its iconic status ,it wasn’t doing so hot. Its core riders were aging-out, sales were down and riding just wasn’t as popular as it once was.
We had a unique challenge: make riding relevant again, for a new generation.
We started with a simple truth—when you’re on a Harley, the world seems to melt away. It’s transformative. And in a world with ever-increasing demands, riding can deliver the physical, emotional, mental and maybe even spiritual benefits people are craving (we even have the science to back it up). With that a new philosophy was born: Full-Throttle Wellness.
We debuted with a new minimal-identity, a modern distillation of the well-known heritage logo to appeal to traditionalist and new riders alike.
Then we evolved our visual language to represent the experience of riding, from blurred landscapes to gritty depictions of the sights and sounds you experience on a ride. Enlisting the talent of acclaimed photographers, with unique points of view we create a library of contemporary images.
Our new philosophy, visual language and simplified identity system began to permeate every facet of the brand. Across film, print, digital, OOH, social, and events we evolved our tone of voice and personality to shift away from telling stories about products to stories about people.
From the bottom up, everything became about Full-Throttle Wellness: It’s a unique and radical form of self-improvement, but without the new-agey stuff.
Because at the end of the day, it’s not about what the bike can do, but what the bike can do for you.
Directors: Ringan Ledwidge, Elena Petitti di Roreto, Jared Albertin.
Photographers: Christian Webber, Magdalena Wosinska, Jack Davison, Alex De Mora
We revived Applebee's by tapping into its musical roots, transforming it into a cultural icon through original songs, live events, and unusual collaborations.
Applebee’s was on the brink of closure. Foot traffic was dwindling, and the restaurant’s identity had become stale in an increasingly competitive market.
Music had always been in Applebee’s DNA, and they were already outpacing Apple and Amazon in music licensing. So, we pivoted to create original songs. We partnered with emerging artists, launched live music events, and integrated music into every aspect of the brand’s identity.
The result? Applebee’s became a cultural touchstone, known for its innovative collaborations and music-driven initiatives. What was once a struggling chain was now on the cutting edge of the music industry, redefining what it meant to be a brand in the modern age.
We transformed TUMI from a functional luggage brand into a luxury icon with the philosophy of "Essentially Beautiful."
TUMI is a legacy luggage brand known for its high quality and craftsmanship. But people only considered them as functional, not as luxury—causing sales to go down.
Our challenge: Transform them from an overlooked luggage brand into a luxury brand without losing sight of what makes them so great in the first place.
We started with the simple premise that TUMI products aren’t just functional—but emotional. It’s a beautiful feeling when you know you can rely on your TUMIS’s essential, long lasting features. And just like that, Essentially Beautiful was born.
To launch our new brand philosophy, we began by evolving their visual language into a more emotive, conceptional space— showcasing their details in not just functional terms but in emotional terms.
We debuted the new TUMI vision with their FW’23 campaign, enlisting the talents of Son Heung Min (Captain of Tottenham HotSpurs and The South Korea's national team) , Lando Noris (Racing driver and Formula 1 winner) and Renee Rapp (singer-songwriter and actress). The campaign has continued for many seasons, showcasing the longevity of the concept.
We helped COVERGIRL redefine beauty by celebrating self-expression and transformation, turning makeup into a powerful tool of individuality and inclusivity.
After nearly 60 years of being easy, breezy and beautiful, COVERGIRL saw the market shifting around it. The culture of makeup had fundamentally changed, but few of the time-tested brands knew how to respond.
At a time when mass beauty desperately needed to modernize its messaging, we helped one of the world’s largest brands make a statement about what makeup really is. Because Makeup isn’t vain or superficial—in fact, millions of people use it to express themselves. To transform themselves. To accent the person who they already are. Because you are what you make up.
This insight introduced us to a whole new approach to everything. From casting commercials to photographing products, we could celebrate makeup as a powerful tool of self-creation.
We made the women of our campaign subjects, not just objects.We introduced a diverse new cast of COVERGIRLs that included women often left out of mainstream beauty narratives—black, latinx, and older women—and honored the unique role of beauty in their lives.
The story was reported across the spheres of beauty and culture, announcing our vision to the public with stories that highlighted the individuality and transformation we championed. But we didn't stop there. We became the first large brand to go completely cruelty-free, and petitioned the rest of the industry to join us by using makeup selfies as petition signatures.
We launched Boost Infinite as a refreshing alternative in a crowded Telco market, creating a “Wireless Utopia” that contrasted simplicity and calm against the chaos of the competition.
The post-paid wireless category was full of long-time power players and Boost infinite was the newest entrant in the space. They needed to find a way to stand out and re-educate consumers on the Boost Infinite offering which was often confused for it’s prepaid counterpart, Boost Mobile .
The category is known for being full of shouting voices that pressure viewers into confusing deals. Boost Infinite, on the other hand, was all about being refreshingly simple, easy and honest. Which led us to our new platform: A Wireless Utopia.
The ‘Wireless Utopia’ campaign launched Boost Infinite as an upgraded offering with an optimistic outlook. This approachable zen utopia was in stark contrast to the rest of the category. While the competition shouted and confused ,we whispered and welcomed.
We developed a new identity for Boost Infinite, embracing calming colour palettes (while still honouring Boost’s signature Orange), fantastically other-worldly landscapes and an aspirational, utopic brand voice. Every decision was made to evoke the feeling that Boost Infinite let’s you transcend to a higher plane of wireless wonder.
MassMutual partnered with The Washington Post to expose and challenge the media's biased portrayal of women as "excessive spenders" by literally spelling out the lies they publish.
Studies show that 65% of financial articles targeted at women incorrectly define them as “excessive spenders.” This misrepresentation has affected how society feels about women and money, with real implications.
So we challenged the media’s biased portrayal of women’s spending, using the media itself.
MassMutual partnered with The Washington Post to expose these incorrect categorizations, using their logo’s likeness to literally spell out the lies the media publishes about women—and challenge the industry to do better.
We showcased the powerful impact of science on everyday lives by visualizing all the doubts, fears, and obstacles it defeats, creating an emotional connection between science and hope.
When someone gets sick with an illness, it affects more than just their body. It affects their mood, their outlook and their whole life. So when science defeats an illness, it also defeats all of the surrounding doubts, the hopelessness and the fears that come along with it. There are so many losers when science wins.
In this film, we explore all of the things that “lose” when science “wins” in everyday lives. We see the world through the science that transforms it, using a mix of striking lensing and effects inspired by real scientific instruments.
Using a cast representative of the American landscape, real Pfizer scientists and an artful vision of science’s point of view, this film was meticulously crafted to create an emotional, visual, and sonic connection between people’s lives and the scientific world.
Director: Rune Milton
When a global pandemic hit, we pivoted Smirnoff’s summer campaign to celebrate staying home with humor, patriotism, and a reminder that you can still make the most of summer, even from the couch.
What do you do when you shoot an ad campaign for a summer-themed vodka seltzer three weeks before a global pandemic shuts down the country? You start by re-concepting and going through an entire week of footage to tell a very different story.
Rather than abandon the original campaign, we decided to alter it to fit current circumstances—by blatantly recognizing that the pandemic changed all our plans and that “staying from home sucks”. Keeping true to Smirnoff’s celebratory brand message, we reminded viewers that they could still celebrate warm-weather moments from home—and that this summer that was one of the most patriotic things they could do.
In addition to television commercials, we created a series of display ads with slogans such as “Twerk From Home”, “It’s Almost Happy Hour”, and “Dye Your Own Hair, For America.” To promote the campaign, the slogan ads were also made into virtual backgrounds fans could use on video chats.
Directors: Kinopravda
DOP: Ben Mullen
Editor: Marlo Caine (MVP)
(The original star-studded, party-themed summer campaign was produced by Art Director Lena Laque-Almond and Writer Caro Hernadez.)
EDIT: Nowadays, NFTs are nothing special. But we did it right at the start of the craze—we literally offered Beeple 50k to make this for us a few nights before he sold his first NFT for $69 Million. Obviously, he turned us down.
NFTS (ie. certified one-of-a-kind digital things you can officially own) were taking the internet by storm. So Pringles got into the cultural conversation by doing what they do best: releasing a new flavour. Except this time, Pringles released an all-new, never-before-tasted limited-edition flavour which only exists virtually—in the form of an NFT. Introducing, the first virtual flavor: CryptoCrisp
This new flavour was sold on rarible.com for the price of a regular can of Pringles ($2) and sold out within the hour. Fans and art collectors alike started bidding wars, driving the price up. The most recent sale was for over $4000 with one owner listing theirs for $77 million.
The news of this not-real flavor made real headlines across all different kinds of media, gaining 96 million impressions in the first 24 hours. And all the real money raised by this fake flavor was donated to No Kid Hungry.
Digital Artist: Vasya Kolotusha
We highlighted how a single zip code can shape a life, showcasing the Y’s commitment to leveling the playing field and belief that your destiny shouldn’t be determined by five random numbers.
Zip codes began as a way to sort mail. Today, they can determine who we are. Studies show that kids born into lower-income zip codes have less access to fresh food, healthcare and job opportunities—which means a much lower chance at upward mobility.
To highlight this discrepancy, we travelled across America to find people that have benefited from the Y’s programs.
By casting real people who have only one zip code number different, we demonstrated the Y’s mission and commitment to leveling the playing field—no matter who you are, or where you live.
Because five random numbers shouldn’t determine your destiny.
Director: Spencer Creigh
We reintroduced Gillette to a new generation with a fresh new look and feel, launching innovations during the Super Bowl to prove it’s not your dad’s razor.
Everybody knows Gillette. They’ve been around for over a hundred years. But with a crop of new razor brands popping up young men saw Gillette as a company for their dads.
So we set out to show a brand-new generation of men a brand-new Gillette. We started by launching a brand-new innovation on the biggest stage possible: The Super Bowl. Then we dropped some brand-new packaging with some brand-new spokespeople. And then for good measure we launched a brand-new range of pubic hair products—showing men that Gillette is not their dad’s razor but a company that has continuously innovated to meet the needs of a new generation of men.
Volvo redefines safety by extending it beyond the car, shaping a future where innovation, sustainability, and protection go hand in hand.
Volvo has always defined safety—not just for drivers, but for pedestrians and the planet. We aimed to highlight this commitment, presenting a vision where safety extends beyond the car. From innovative features like collision avoidance systems to their goal of going fully electric by 2030, Volvo is shaping a future where safety and sustainability coexist. The stories we tell aren’t just about secure families—they’re about safer cities, cleaner air, and a world that’s evolving for the better. Volvo isn’t just ensuring our safety today—it’s building a tomorrow that’s safer for everyone.
