Cheetos wanted to inspire Gen Z audiences to use the brand in a new way—as a main ingredient in holiday recipes. In order to break through during a crowded time to a jaded audience with a weird ask, we had to do something unexpected.
Diving into social, we saw that Gen Z were already crushing up Cheetos to add to their meals. So, what better way to get more people to adopt this trend than by making it easier for them to actually make it?
Introducing the Cheetos Duster—the first-ever blender designed specifically to grind Cheetos into the perfect ingredient. We designed and developed the Duster and bundled it with Cheetos products to sell on Amazon on Black Friday. To get the word out, we created a tongue-in-cheek 90 second infomercial, along with six original recipe videos, and cutdowns touting the wonders of “cheerleading” that drove viewers to two bespoke landing pages on Amazon.
The Cheetos Duster sold out within 90 minutes, garnering 12.5B earned impressions, getting picked up by everyone from Forbes, Food & Wine, and Rolling Stone to North Dakota local news. It’s even on sale on eBay for 10x the original price!
For round two, we made and sold even more Dusters (30K) and added a custom Amazon box sent to 750k doorsteps across America, an Alexa skill that guided you through recipes straight to purchase, an Amazon Live cooking show featuring celebrity chef, Salt Hank, and many, many more ad placements.
People love the internet. They just hate how they get it because internet service providers are kind of… the worst. Google Fiber tasked us with creating a brand platform and campaign to show how they’re truly unlike the competition.
From a full rebrand that included in-store, packaging, and even updates to their delivery van to an integrated ad campaign with radio, broadcast, social, digital, you name it—we stripped away all the things that have dragged the internet down to just deliver what we’ve all been promised: internet that is pure, purposeful, and playfully human.
Now doesn’t that sound refreshing?
As an extension to our Google Fiber rebrand, we created a series of live action spots that flipped common internet issues on their heads. Instead of complaining about lag time, surprise billing, and slow internet, our cast of characters found themselves frustrated by the exact opposite.
The work brought to life how internet this good may take some getting used to.
Hinge believes the entire point of using a dating app should be to find someone—and dump the app. So, we created an integrated campaign rooted in the promise that Hinge is The Dating App Designed to Be Deleted. To do this, we brought a furry version of the app icon to life for the sole purpose of killing it every time a couple hits it off.
From video and digital to subway and a mural that was made to be destroyed, we took drastic measures to make Hinge’s first international ad campaign truly killer.
How do you produce an epic product launch video right at the onset of quarantine, when your director has to shelter in place on his family’s farm?
You work with what you’ve got.
Greenies saw an opportunity to build on their cult status with the development of dog food that’s both healthy and delicious. They tasked us with creating awareness and excitement around the launch on Amazon.
Looking at customer data, we found that their target audience, genzennial pet parents, are constantly trying to predict their pets’ needs given all the time, planning, and purchases they make. It’s as if they’re working so hard to read their pets minds. If only they could…
Introducing, Dogs Write Reviews, a campaign that empowered the most trustworthy of customers: the dogs themselves. Using real-time generative AI and Rekognition technology, we created a first-of-its-kind Dog Interpreter that allows customers to scan their dog eating Greenies using the Amazon app and “interpret” their review.
Housed on a custom landing page on Amazon, the 360 campaign was surrounded by audio, custom content, and display media.
To launch the most capable truck in the Ram lineup, we decided to forgo the brand's typical approach to marketing (a dramatic baritone VO over shots of America's heartland) and do something they hadn't done in a long time — be funny. So, we focused on just one of the Power Wagon's colossal features, the 12,000lb winch and with that, the DIY-duo, the Winch It! Brothers were born.
In true informercial style, we added a working 1-800 number to the end of every video where callers were greeted with one of the longest phone trees ever created, including a few Easter Eggs, and the chance to win limited edition swag, and even a car!
Vitaminwater tasked us with launching a series of new flavors on Amazon in an innovative way that would attract Gen Z audiences. We collaborated with the Amazon Music team, leveraging first-of-its-kind AWS technology to turn this hot new product line into exclusive portals to branded playlists inspired by the "personalities" and vibes of each flavor.
Using proprietary technology embedded within the Amazon app, fans could scan the different flavors using their camera to unlock a reward (discount off product along with a corresponding curated playlists with their own personality or mood, building on the brand platform of "Nourish Every You".
Casper tasked us with launching their foam and spring Hybrid mattress. But choosing a new bed is more challenging than ever — especially for a more affluent, older audience looking for one for the first time in years.
So, why choose either material when you can choose both? (Side note: we originally wanted to call this campaign, S’Foam, which would have been way cooler, but oh, well.) In an extremely condensed timeline, we created a 360 campaign (TV, print, digital, social) that brought this idea to life, including a very special radio spot that used two choirs to represent the feelings of spring and foam coming together. Yes, I may have made a cameo.
Against an entrenched agency of record and a highly-compressed pitch schedule, we won the opportunity to create a national, transmedia campaign for SlingTV across general and Hispanic markets.
The “Get Picky” campaign was built on the insight that in today's day and age, we're used to getting exactly what we want, how and when we want it — except with TV. Launched across broadcast, OTT, social, digital, and print, we featured the Machete himself, Danny Trejo, in new and unexpected ways.
Press: Creativity, AgencySpy
Jellysmack — the platform that supercharges creators and amplifies reach — invited us to build a brand-awareness campaign that would resonate with creators chasing omni-platform growth. Rooted in the idea of limitless expansion, we created the “Go Bigger” campaign and realized it through a kaleidoscopic visual language of mirrors and repetition. Centering 11 creators from the Jellysmack community, the campaign created an immersive world so distinctive it folded back into Jellysmack’s broader brand identity.
Despite record-breaking ticket sales, the US Open social conversation was down 44% from the year before. We needed to create a campaign that would get people talking again with a budget that no one would write home about.
Using the deep-rooted connection between New York and the tournament itself, we developed a transmedia campaign that included a film featuring real US Open Ball Boys & Girls honing their skills on the streets of NYC, and social microcontent that brought the best of the Open to the best of Manhattan.
The Ball Kids "social video" latched onto the hearts of the clients so much so that they decided to run it as a national TV spot on ESPN during the event.
Doritos tasked us to help with the Dinamita brand launch on Amazon in a thrilling Halloween campaign, spotlighting the brand’s iconic duo, Dina and Mita.
Embracing the full spirit of the holiday, we created a custom brand store on Amazon complete with several first-of-its-kind interactive experiences. We also created OOH assets at targeted Amazon locker locations across college campuses that led passersby to free merch and product online.
On the brand store, we introduced Abuelas Know Best, our playful take on A.I. (Abuela-Intelligence!), where visitors could plan their Halloween by answering a few fun questions. The outcome? A curated bundle of products, all available for purchase on Amazon. In our interactive cemetery, we invited users to explore eerie Amazon Music playlists and spooky Prime watchlists, all while stocking up on Dinamita chips to complete their perfect Halloween.
Thimble is a new company built to disrupt the small business insurance category by offering coverage on demand. The brand tasked us with creating a launch campaign that would get people to notice them in a sea of other insurance ads.
To really stand out in an insanely cluttered category, we didn’t rely on mascots or jingles or even green-screened Empire State buildings. We simply brought to life the ridiculousness of paying for insurance when you’re not getting paid, highlighting the powerful difference of Thimble working only when you do.
Oh, and we insured our entire shoot with Thimble… just because.
We make coffee every day, but the way we make it hasn’t changed in years. Thanks to a breakthrough reverse gravitational technique, Jot founders had created an entirely new form of coffee that extracts the most from every bean. But to convince consumers to wake up their coffee routine, the business needed a brand experience that matched Jot’s quality and craft.
From the logo to the launch video, we infused magic everywhere, even building a custom magic kitchen to serve as our back drop for both the site experience and all content.
The California Lottery believes in the power of a good education and passionate teachers. That’s why they wanted a campaign, not to sell lottery tickets, but to let people know of their $1 billion annual contribution to California public schools.
This led us to our school-year-long #ThankATeacher campaign, which consisted of social microcontent, an influencer marketing program, and an emotional documentary film series featuring three native to California celebrities who went back to thank a teacher who had a dramatic impact on their lives.
Our effective social campaign was recognized by Facebook and is currently featured on their Facebook Business Success Stories page for creating a 10% lift in brand awareness and favorability.
Press: Pitchfork, People, People, HuffPo, Fox Sports
The New Year brings a new determination to get in shape, and work out more at the gym. However, resolutions usually fizzle out, with most Americans giving up on this goal by January 17th (Ditch Your Resolution Day). To reach this audience and inspire them to take new action mid-January, we created a campaign that associated healthy living with financial fitness.
With the help of hidden cameras, we partnered unsuspecting gym-goers with our Financial Trainer, who offered ridiculous, yet relevant advice in a humorous way. This was a first for Charles Schwab who typically run more conservative, straightforward marketing.
Every year, thousands of advertising professionals flock to the South of France for the Cannes Lions International Festival of Creativity. Some to network over numerous glasses of rosé; others with the hope of winning an industry-coveted paper weight.
However, given the exorbitant fees and travel costs, many companies have scaled back, leaving countless men and women admiring from afar. So, we wanted to create something that brought the essence of Cannes to the dark, windowless offices of ad agencies across NYC.
Introducing the hottest rosé of the awards season: Le Goût de Cannes. A little taste of Cannes. In a can.
We not only sourced the wine, created and placed the labels, developed a website (with a handy excuse generator), produced social content, a Giphy page, and five unique Snapchat filters, but we also planned a yacht party on the Hudson River.
Additionally, we partnered with Fishbowl to announce the first-ever Fishes’ Choice Award on deck at our event. Giving regular creatives the ability to judge the best work of the year, the winner was chosen from a list of more than 100 nominations and over 10k votes.
And yeah, we did this with a team of five.
Press: Adweek
Links: LGDC Website, LGDC Instagram
Role: Creative Director, Writer, Producer, Event Manager, Label Maker, Hand Model, etc.
Created with: Nick Childs (CCO), Josh Greenspan (ECD), Brooks Hess (AD), Courtney Harris (CW)
FIAT wanted to display the power and precision of their new 124 Spider during the Summer Olympics. We knew that a generic car-porn video wasn’t the answer to break through the clutter.
So, we gave FIAT a story, a pair of world-class drifters, and removed a little clothing. The result were two entirely new sports: Synchronized Drifting and Hole in One Golf.
