Challenge

Cheetos wanted to expand its snacking footprint and remind fans that the brand isn’t just food — it’s culture. But how do you drive relevance for a 70-year-old snack when every food collab and limited-edition gimmick has already been done?

Insight

Cheetos’ greatest equity isn’t the chip — it’s the dust. That neon orange residue is iconic, meme-worthy, and instantly recognizable. But people usually see it as messy or silly. So what if we stopped treating Cheetle as a problem — and made it a feature?

Idea

We launched Cheetos Duster — the first-ever kitchen gadget that turns Cheetos into a fine orange seasoning powder. A real product, sold on Amazon, designed like a premium culinary tool but with the same mischievous spirit as Chester Cheetah. We shot lifestyle content that spoofed food-tech tropes, partnered with recipe creators, and seeded TikTok with absurdly elegant cooking demos (“Flamin’ Hot Crème Brûlée,” anyone?).

The idea flipped a cultural symbol of mess into a badge of creativity — and gave fans a new way to play with the brand.

Impact

The Duster sold out in 90 minutes on Black Friday Amazon. It racked up 1 billion earned media impressions across press and social, and drove a measurable lift in brand relevance among Gen Z audiences, according to internal brand tracking.

What started as a holiday drop became one of Cheetos’ most talked-about brand activations ever — proof that the internet still loves to play with its food.

Challenge

Google Fiber had a problem: broadband in the U.S. is boring at best, infuriating at worst. People know they need it, but frustration with ISPs had made internet service a dreaded utility rather than a brand people loved. How do you make fast internet feel human again?

Insight

People don’t just want speed; they want connection. And connection is emotional — not just functional. Internet is how we play, learn, create, and communicate. If Google Fiber could own the joy of internet, it could stand out from the sea of generic ISPs.

Idea

We relaunched Google Fiber as a brand that reminded people why they loved the internet in the first place by stripping away all the things that have dragged it down to just deliver what we’ve all been promised: internet that is pure, purposeful, and playfully human.

By leaning into humor and honesty, we were able to show Google Fiber as fast, reliable, and human with in-store, OOH, digital and social ads. We also produced short films and interactive web experiences that dramatized “connection moments,” from gaming sessions to video calls with grandparents.

Impact

Social engagement was up 250% during launch week, and the campaign generated new customer sign-ups at a rate 30% above projection in launch markets.

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.

Challenge

Dating apps are everywhere, but most encourage endless swiping and endless engagement — not meaningful relationships. Hinge wanted to position itself as the app people actually leave, not scroll forever, while standing out in a crowded, often shallow category.

Insight

The insight was simple but powerful: people want a dating app that helps them end their need for a dating app. Most apps celebrate the pursuit; Hinge could celebrate the goal. By embracing that, the brand could own authenticity and long-term results, not just downloads.

Idea

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.

Social, OOH, and digital creative told real stories of couples who met on Hinge, with “Hingie” dying in different, situation-based ways along the way. Clever, relatable copy flipped the usual dating-app narrative, making deletion aspirational rather than a loss. And interactive features encouraged users to reflect on progress, share stories, and feel proud of using the app responsibly.

The idea reframed the conversation from “swipe more” to “date better,” giving Hinge a clear, human-centered voice.

Impact

Hinge became the #1 dating app for meaningful relationships in multiple key markets. Social engagement skyrocketed, with thousands of user-generated stories shared weekly, and the brand still uses the positioning, five+ years later.

Challenge

Greenies, already a cult favorite among pet parents, was expanding into a new line of dog food that’s both healthy and delicious. The brand needed a breakthrough way to launch on Amazon — driving awareness, excitement, and trust in a highly competitive pet category dominated by human voices and generic claims.

Insight

Pet parents, especially Gen Z and millennials, obsess over understanding their pets. They spend hours researching, testing, and guessing what their dogs actually love. It’s as if they’re trying to read their pets’ minds. So instead of marketing to humans pretending to know what their dogs want, what if we let the dogs speak for themselves?

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.

Idea

We created “Dogs Write Reviews,” the first campaign powered by real-time generative AI and Amazon Rekognition technology — turning dogs into the most trusted reviewers on Amazon.
Using the Amazon app, owners could scan their pups mid-treat to “translate” reactions into AI-generated reviews. Hosted on a custom landing page on Amazon.com, the campaign was surrounded by audio, display, and shoppable media.

Impact

The campaign outperformed Amazon Ads benchmarks by double digits and launched an ongoing, deeply collaborative relationship with the Amazon Brand Innovation Lab and brands across the Mars Pets portfolio.

By giving dogs a literal voice, Greenies turned innovation into empathy — and reaffirmed its place as the most playful, trusted brand in pet care.

Challenge

Casper revolutionized sleep for the millennial generation. But as dozens of DTC mattress brands flooded the market, they wanted to build their fanbase with a different audience—more affluent, older people looking for a mattress for the first time in years. Casper developed a new premium foam and spring Hybrid mattress, and tasked us with launching it into the world, without losing the brand’s original whimsy.

Insight

The real promise of a good night’s sleep is how it makes you feel when you wake up — refreshed, optimistic, ready for life. That shift in focus could move the brand from transactional (“buy a bed”) to emotional (“enjoy waking up”). And for our new target flooded with mattress options, sometimes the easiest choice is to not choose at all.

Idea

We created the Choose Both campaign that brought to life how with Casper, you don’t have to compromise. In an extremely condensed timeline, we created a 360 campaign (TV, print, digital, social) that elevated the visual identity of the brand to relate to our new audience. We even included a very special radio spot that used two choirs conducted by The New Yorker’s favorite composer, Brad Wells to represent the feelings of spring and foam coming together. Yes, I may have made a cameo.

Impact

We saw an increase in brand affinity and new to brand awareness. Most importantly, we were able to show the clients that even as the brand grew, they should never forget the joyful tone of where they came from.

Challenge

The truck category had become a shouting match. Every brand was louder, tougher, and more macho than the next. And for the launch of the largest Ram Truck ever created, the brand wanted to modernize its message — to show that real strength isn’t about volume or vanity, but purpose. They tasked us with using a new strategic voice without losing their fanbase.

Insight

Truck owners see their vehicles as extensions of their values. They don’t buy trucks to flex — they buy them to build, haul, help, and do. And they’re much less precious about them than the brand previously believed.

Idea

To launch the most capable truck in the Ram lineup, we focused on just one of the Power Wagon's colossal features, the 12,000lb winch, and decided to do something never-been-done-before in this category—be funny. With that, the DIY-duo, the Winch It! Brothers were born.

The comedic pair showed all of the real—and ridiculous—ways fans could use the Power Wagon in their own lives. And 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!

Impact

Launched on social, the ads were an instant hit, surpassing Fiat Chrysler Automotive’s typical engagement benchmarks by triple digits. The hundreds of comments commending the new tone gave the brand the validation to push their tone of voice and show that while trucks are serious business, their commercials don’t always have to be.

Challenge

Mobile gaming had a perception problem. For serious gamers, it lacked credibility — clunky controls, lag, and a reputation for being “casual.” Backbone, a revolutionary device that transforms any phone into a full-fledged console, was entering a space dominated by legacy brands. The brief: launch with a bold brand identity and film that would earn instant respect from the gaming community. Also, do this with a very low budget while the whole world is sheltering in place.

Insight

Gamers are tribal — and credibility is earned, not claimed. To win them over, Backbone couldn’t just say it was powerful; it had to show it could play on their level. So instead of showing familiar setups — basements, arcades, or neon-soaked studios — we realized the strongest way to prove “game anywhere” was to take gaming somewhere completely unexpected.

Idea

We created a brand as audacious as the device itself. “Game Anywhere” became a visual and verbal rally cry, debuting with a cinematic launch film shot on a working farm — the last place anyone associates with gaming. Featuring real farmers (our cinematographer’s actual family), tongue-in-cheek music video tropes, and bold graphic overlays, the work celebrated Backbone’s power to bring serious gaming to the most un-serious places.

Impact

We were able to launch Backbone as bold, irreverent, credible, and a clear match for the moment. The creative drove buzz across gaming and tech communities, positioning Backbone as the must-have device redefining mobile play.

Challenge

Vitaminwater was launching a new line of flavors on Amazon and needed a way to break through with Gen Z — a generation fluent in personalization, music, and digital discovery. The ask: create a launch that felt more like culture than commerce, bringing the brand’s “Nourish Every You” platform to life in a way only Amazon could.

Insight

Gen Z doesn’t just buy based on function — they buy based on vibe. Their playlists, outfits, and energy drinks all serve as expressions of identity. Each flavor offered a unique personality, but the real opportunity was to let people find the version of themselves that matched each one.

Idea

We turned every new Vitaminwater flavor into a portal of self-expression. In collaboration with Amazon Music and powered by first-of-its-kind AWS technology, fans could scan any bottle in the Amazon app to unlock:

- A curated playlist inspired by that flavor’s personality or mood.

- Exclusive discounts and rewards tied to in-app engagement.

What started as a flavor launch became an interactive fusion of tech, taste, and music — each sip revealing a new side of “you.”

Impact

The campaign drove strong engagement and conversion across Amazon’s ecosystem, and illustrated to The Coca-Cola Company a more innovative side to creative commerce. It also marked one of the first cross-team collaborations between Amazon Ads and Amazon Music, setting a new creative benchmark for future brand partnerships.

Challenge

Up against an entrenched agency of record and a compressed pitch schedule, we were tasked with developing a bold, national campaign for Sling TV that could resonate across both general and Hispanic audiences. The challenge: reignite attention for a brand that had pioneered live TV streaming — but was being outshouted by bigger competitors with deeper pockets.

Insight

In a world where people can curate everything — from playlists to coffee orders — traditional TV still forces one-size-fits-all choices. Viewers today expect total control and personalization. The opportunity? Reposition Sling TV as the streaming service that gives people permission to be as “picky” about their TV as they are about everything else in life.

Idea

We launched “Get Picky,” a transmedia campaign celebrating the joy of customization. To embody that unapologetic attitude, we enlisted Danny Trejo — the ultimate symbol of no compromise decision-making. Across broadcast, OTT, social, digital, and print, Trejo challenged viewers to demand the shows, channels, and prices that fit them — not the other way around.

Impact

We delivered a cohesive bilingual campaign across general and Hispanic markets and elevated Sling TV’s positioning as the most customizable live TV experience. Driving strong engagement across digital and social channels, the campaign outperformed category benchmarks and helped strengthen the brand’s voice as bold, self-assured, and unapologetically user-first.

Challenge

Despite record-breaking ticket sales, social conversation around the US Open was down 44% year-over-year. Our task: reignite buzz and emotional connection to the tournament — on a shoestring budget — and remind fans that the Open isn’t just a sporting event, it’s a New York institution.

Insight

The US Open is as much about New York energy as it is about tennis. Its pace, grit, and character mirror the city itself. Rather than focusing on star athletes or highlight reels, the opportunity was to celebrate the unsung heroes who embody that shared spirit: the Ball Kids — real New Yorkers whose hustle keeps the game moving.

Idea

We created “New York is Open,” a transmedia campaign spotlighting the connection between the city and the tournament. A hero film followed real US Open Ball Boys & Girls honing their reflexes on the streets of NYC — blending urban storytelling with authentic tennis culture. Complementary social microcontent extended the campaign into the city’s neighborhoods, bringing the best of the Open to the best of Manhattan.

The work felt organic, raw, and undeniably New York — perfectly balancing pride and playfulness.

Impact

The campaign reignited social engagement and conversation around the US Open after a double-digit decline. And the “Ball Kids” film resonated so strongly with clients that it was elevated from social content to a national TV spot on ESPN during the tournament.

Challenge

Doritos tasked us with launching Dinamita on Amazon through a high-energy Halloween campaign that could make noise with Gen Z audiences and establish Dina and Mita — the brand’s fiery new duo — as cultural icons. They wanted to bring Halloween thrills to the world’s biggest ecommerce platform in a way that felt immersive, not transactional.

Insight

For Gen Z, Halloween isn’t just about scares — it’s about participation. They crave digital experiences that blur the line between entertainment, shopping, and social moments. To win their attention, Doritos needed to deliver a brand world they could play in, not just buy from.

Idea

We transformed the Doritos brand store on Amazon into a haunted, high-energy Dinamita playground filled with first-of-its-kind interactive experiences:

- “Abuelas Know Best” (A.I. — Abuela Intelligence): a playful twist on AI that helped fans plan their perfect Halloween by answering a few cheeky questions, unlocking a personalized product bundle ready to shop.

- An interactive cemetery featuring spooky Amazon Music playlists and Prime Video watchlists, all tied to Halloween moods.

- We also created targeted OOH takeovers at Amazon Locker locations on college campuses, driving fans to exclusive Dinamita merch and offers online.

The experience turned every touchpoint — digital or physical — into an extension of the Doritos Dinamita world.

Impact

The campaign elevated Dina and Mita from mascots to Halloween icons within Gen Z culture, putting them in front of millions of new Amazon customers. Driving strong cross-platform engagement across Amazon Ads, Music, and Prime Video ecosystems, the work strengthened Doritos’ partnership with Amazon and established a creative blueprint for future seasonal activations.

Challenge

Thimble, a new player in the small business insurance space, set out to disrupt a category dominated by sameness — talking animals, catchy jingles, and overproduced metaphors. The task: launch the brand and break through a sea of noise by proving that insurance could actually feel modern, relevant, and useful.

Insight

For freelancers and small business owners, traditional insurance feels outdated — paying for coverage even when you’re off the clock doesn’t make sense in a gig-based world. The opportunity was simple but powerful: highlight the absurdity of paying for insurance when you’re not getting paid.

Idea

We flipped the script on the industry with a straightforward, self-aware launch campaign that said what every small business owner was already thinking. No mascots. No gimmicks. Just honest, funny storytelling that dramatized the contrast between traditional coverage and Thimble’s “on-demand” model.

And in true Thimble spirit, we insured our entire shoot through Thimble — because why not walk the talk?

Impact

The campaign cut through an oversaturated insurance market with one of the category’s most refreshingly simple campaigns. It established Thimble’s tone and brand voice — smart, bold, and human, and helped position Thimble as the go-to solution for freelancers and small business owners seeking flexibility and control.

Challenge

Jot set out to revolutionize how we make coffee with a breakthrough reverse-gravity extraction technique — producing an ultra-concentrated liquid coffee that captures the full depth of every bean. But while the product was radically new, the category was deeply traditional. To convince consumers to rethink their morning ritual, Jot needed a brand and launch experience as refined, inventive, and premium as the product itself.

Insight

People make coffee the same way every day because the ritual feels sacred. To earn a place in that ritual, Jot couldn’t just present itself as better coffee — it had to feel like a little bit of magic in the everyday. This wasn’t about caffeine; it was about transformation — turning an ordinary act into something extraordinary.

Idea

We built a brand that made innovation feel enchanted. From the logo to the immersive launch film, every touchpoint captured Jot’s sense of alchemy — precision meeting wonder. At the center was a custom “magic kitchen”, a cinematic set that became both the visual world for the website and the stage for all content. The result: a design language that distilled craft, creativity, and surprise into a single pour.

Challenge

The California Lottery wanted to shift perception from being just about jackpots and luck to highlighting its deeper purpose — supporting public education. Each year, the Lottery contributes over $1 billion to California schools, but few residents knew about it. Our task: create a campaign that celebrated teachers and education, not ticket sales, and inspired Californians to feel proud of playing.

Insight

Everyone remembers a teacher who changed their life. We realized that the most powerful way to show the Lottery’s impact on education wasn’t through statistics — it was through human stories of gratitude and transformation. By reframing the message from funding to feeling, we could connect emotionally with audiences and remind them where that billion dollars really goes.

Idea

We launched “Back to the Start”, a school-year-long campaign that invited Californians to publicly recognize the educators who shaped them. The initiative combined emotional storytelling with community participation through:

- A documentary film series featuring three California-born celebrities returning to thank the teachers who changed their lives.

- A social and influencer campaign encouraging others to share their own #ThankATeacher stories.

- Bite-sized microcontent designed for sharing across Facebook, Instagram, and Twitter throughout the academic year.

The work reminded Californians that every Lottery ticket helps empower the next generation of teachers and students.

Impact

The campaign delivered a 10% lift in brand awareness and favorability, as recognized by Meta’s Business Success Stories. It also earned widespread coverage from outlets including Pitchfork, People, HuffPost, and Fox Sports, and strengthened the California Lottery’s reputation as a champion of education and community good.

Challenge

Each New Year, millions of Americans resolve to get in shape — only to abandon their goals by January 17th, aka Ditch Your Resolution Day. Charles Schwab wanted to tap into this cultural moment and inspire people to take action in an unexpected way. The challenge: break through the noise of typical fitness-season advertising with a message that connected physical and financial well-being — without losing Schwab’s credibility.

Insight

By mid-January, people feel guilty about falling short on resolutions — but they’re also open to new kinds of motivation. We realized that while people think about fitness for their bodies, they rarely apply the same energy to their finances. So what if we used humor to help them see that financial health is just another form of personal strength?

Idea

We created “Financial Fitness,” a hidden-camera campaign that surprised real gym-goers with our Financial Trainer — offering hilariously misguided yet relevant advice that turned workout lessons into financial wisdom. The content playfully bridged the gap between abs and assets, reframing Schwab as a relatable coach for people ready to get their financial lives in shape.

This marked a creative departure for Charles Schwab — a brand known for its conservative tone — showing it could have fun while still being financially serious.

Challenge

FIAT wanted to showcase the power and precision of the new 124 Spider during the Summer Olympics — but there was one major hurdle: FCA wasn’t an official Olympic sponsor. Without the rights to use Olympic IP or footage, we had to find a bold, culture-driven way to tap into the moment, celebrate performance, and break through a flood of sports content — all without a single mention of the Games themselves.

Insight

During the Olympics, sports dominate every conversation — but the real fun happens in the unexpected corners of competition. People love the oddball events, the mashups, and the creative reimaginings that turn athleticism into entertainment. If we couldn’t join the official Games, we’d create our own — with a distinctly FIAT twist.

Idea

We turned the FIAT 124 Spider into an athlete of its own.
Partnering with two world-class drift drivers, we invented our own “Summer Games” — bespoke, high-adrenaline events that redefined what performance looks like:

- Synchronized Drifting — a ballet of horsepower and precision, two Spiders mirroring each other in perfect motion.

- Hole-in-One Golf — a wild, tire-smoking fusion of motorsport and golf, proving control can be as thrilling as speed.

Shot with the style and tension of Olympic broadcasts, the campaign unfolded across social and digital channels, giving FIAT a front-row seat in the cultural moment without ever breaking the rules.

Impact

The campaign drove a surge in social engagement and video views during the Olympic window — without official sponsorship, elevating FIAT’s image from playful to performance-driven. We were able to highlight both precision engineering and creative courage, proving that with the right idea, a challenger brand can outplay the big players — even off the field.

Challenge

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. Given the exorbitant fees and travel costs, many companies have scaled back, leaving countless creatives admiring from afar.

Idea

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.

Links: LGDC Website, LGDC Instagram

Press: Adweek