New global platform for the iconic brand. All about keeping the playful spirit alive, even as adulthood tries to grind you down. Led development of the work, from the line to the launch and beyond, together with ACD Rique Santiago. Tapped Wiz Khalifa and his son Bash to kick the campaign off on the Grammys with a spot from ACD Devin Heatley and AD Brittany Tooker and directed by Dave Meyers. Co-wrote the song with Devin and the team at Tiny Lion. But you couldn't stream it; you had to cookie and creme it. Yep, we dropped it via OREO.
It's simple, but awesome: the little nudge the letters give each other. I wanted it to feel like kids jostling in the backseat of a car. Hat tip to Hue & Cry for bringing my idea to life.
