Meta Quest 3: Expand Your World
How do you get millions of Gen Z to see it—and believe it? You show them.
For the launch of Meta Quest 3, Meta’s most powerful headset yet, we ditched traditional marketing and leaned into the power of experience. We crafted a series of bespoke, immersive moments with creators, influencers, and celebrities like Zedd, Marshawn Lynch, A’ja Wilson, and Charles Leclerc—turning hands-on product trial into native, buzzworthy social content.
Each activation was optimized for storytelling and content capture, blending education with entertainment to fuel shareability. From influencer gifting to experiential pop-ups, we built a campaign that felt culturally relevant, scroll-stopping, and creator-led. The result? 120M+ views, 3.8M+ engagements, and proof that a social-first strategy can turn product demos into cultural moments.
🎮 XM Activations | 🎮 Celebrity Gifting | 🎮 Influencer Ambassador Program
ECD/VPC: Roxanne White
CD: CJ Bosco
ACD: Hayden Stuart
Senior Art Director: Adriano Bertuzzo
Senior Copywriter: Mathew Levinson
Audible: Once Upon A Time
Making our voice heard around the world.
How do you show the breadth of storytelling and genre on the biggest audiobook platform on earth? You create one global narrative—and explore it through the lens of the most iconic genres in story.
The Ask: Celebrate Audible’s role in uniting global culture through storytelling by creating a campaign that demonstrates the power and range of audio content—no matter where or how you’re listening.
The Strategy: We brought together four global influencers—Brittany Broski (US), Ayamé Ponder (UK), Oliver Mills (AUS), and Daniel Corral (Mexico)—to star in one story, told through four iconic genres: romance, fantasy, well-being, and thriller. To ensure the campaign felt native to social, we partnered with VFX creator and influencer Anthony Rubinstein to drive an elevated, platform-first aesthetic.
The Execution: Set in a globally loved, headphone-filled location (a café), the campaign played out as a visual novel on social—immersing audiences in a rich, narrative-driven experience. As fans followed the different character arcs, they reexamined motives, questioned the story, and fueled massive organic buzz.
The Impact:
• 214M+ impressions
• 84.6M global reach
• 232K+ click-throughs
• 1.46M+ engagements
• 61 earned media placements
Ponder and Mills’ romance drove millions of views and fan demand for more, proving that a good story—told the right way—transcends format, language, and borders
ECD/VPC: Roxanne White
CD: CJ Bosco
Senior Art Director: Adriano Bertuzzo
Senior Copywriter: Mathew Levinson
Slurpee: Your Electrifying Ritual
After a successful summer campaign for 7-Eleven Canada, the brand challenged us to build a distinct, year-round identity for Slurpee—separate from the parent brand, and rooted in the unique magic only Slurpee can deliver.
Our goal was to launch a socially led, fully integrated media campaign that positioned Slurpee as the ultimate beverage of choice 365 days a year. We aimed to drive in-store traffic, increase delivery and pickup orders, and strengthen Slurpee’s brand presence across Canada.
Cultural Insight: Despite shifting beverage behaviors, Gen Z still seeks out small indulgences—everyday comforts that bring them joy, help romanticize the ordinary, and serve as a coping mechanism in an overwhelming world.
The Strategy: Slurpee became a symbol of brazen self-expression, bold consumption, and unapologetic fun. We tapped into internet culture and brought the Slurpee mascot to life—creating a feed full of wild, culturally relevant moments that only Slurpee could own.
This always-on creative strategy laid the foundation for the 2024 summer campaign, built around the rallying cry IASWOS—It Ain’t Summer Without Slurpee. The platform leaned into nostalgia, youth culture, and absurd humor to reinforce Slurpee’s status as the icon of summer across Canada.
7-Eleven Canada: Summer of Sev
2023 | Drum Awards Shortlist
We turned 7-Eleven into Gen Z’s ultimate summer sidekick—fueling spontaneity, late-night cravings, and unforgettable memories with snacks, slurps, and road trip essentials.
The Ask: Create an integrated summer campaign that positioned 7-Eleven Canada as the go-to convenience brand for Gen Z—driving store traffic, delivery orders, and a shift in perception around food quality.
The Strategy: We launched a full social refresh, including 7-Eleven Canada’s debut on TikTok. Through dynamic short-form video, meme-friendly formats, and summer-saturated content, we met Gen Z where they live—on social—and showed them how 7-Eleven fits into every moment of summer.
The Vibe: From swavy days at the pool to impromptu road trips, this campaign celebrated the freedom and spontaneity of summer. We didn’t just sell snacks—we helped create memories.
The Impact: From TV to in-store signage to TikTok and influencer collaborations, we delivered a fully integrated content ecosystem. Each asset was tailored to its platform—whether that meant large-format visuals, creator-led short-form videos, or native social storytelling. The result was a cohesive campaign that met Gen Z wherever they were—on their phones, in their feeds, or on the go—driving awareness, engagement, and real-world action.
The 2023 It’s summer, 24-SEV campaign was such a success—driving increased in-store traffic (specifically during the TV airtime)—that when summer 2024 rolled around, the commercial was re-aired and the campaign was reimagined across social to keep the content fresh, culturally relevant, and exciting for our audience.
👉 Explore the campaign on Instagram & TikTok
ECD: Roxanne White
ACD: Hayden Stuart
Senior AD: Michael Arroyo
Art Directors: Rhiannon Blouin & Britt Smith
Copywriter: Cate Mabry
Producer: Bré Kelly
Photography: Jan Snarski
Cinematographer: Marshal Chupa
LF*GO!™ Energy Pouches: A Knockout Launch
From packaging to punchy creative, we powered up LF*GO!™ for its 2024 debut—delivering bold branding, a high-energy social & creator strategy, and an influencer-fueled launch featuring Mike Tyson. With dynamic content across web, Amazon, and social, we set the stage for a brand that hits just as hard as its 200mg of clean caffeine⚡
⚡ Package Design
⚡ Brand Guidelines - Tone, Creative Direction, Typography, and more.
⚡ Social & Creator Strategy
⚡ Influencer Strategy - Launched with Mike Tyson
⚡ Website + Amazon Content
⚡ Brand Launch Photography & Video Creative Direction
Chegg x TikTok: Making Studying Go Viral
2023 | Drum Awards Short List
2023 | Netty Award Winner
Chegg challenged us to relaunch and reimagine their TikTok presence—transforming the brand from a quiet study tool into a culturally relevant resource for college students.
The Goal: Establish Chegg as a go-to source for “edutainment” on TikTok—blending real academic support with humor, relatability, and creator-led storytelling.
Cultural Insight: While Gen Z loves educational content, most “learning” accounts rely on empty entertainment. We saw an opportunity to meet students where they are—and actually give them something useful.
The Strategy: We launched Chegg’s TikTok presence from scratch, introducing a network of STEM learning channels powered by short-form, creator-driven content. From finals prep and student Q&As to duet-friendly tips, every piece was designed to educate and entertain.
The Impact: With 1,620+ pieces of TikTok content posted, Chegg garnered 901+ million views, 31.3+ million engagements and 1299% channel growth.
We didn’t just show up on TikTok—we made studying go viral.
👉 Explore the content Chegg Masterbrand, CheggMath, CheggChemistry , Chegg Physics
Golden Globes: Bringing a New Generation to the Red Carpet Through Social-First Storytelling
The Ask: Reignite excitement for the 80th Golden Globe Awards with a social-first campaign designed to connect with Gen Z, spotlight diversity, and make the show feel relevant, accessible, and fun—while staying true to the glamour of Hollywood’s biggest night.
The Strategy: To modernize the show’s presence and drive engagement, we launched a creator-led content campaign leading up to and during the awards. Instead of a traditional media approach, we leaned into influencer voices, curated moments for native social storytelling, and prioritized video-first formats. Our goal: create buzz, amplify tune-in, and reach a new generation of viewers.
The Execution: We tapped Amelia Dimoldenberg (host of Chicken Shop Date) to bring her signature awkward charm to the red carpet. She interviewed celebrities in real time for TikTok and Instagram, creating instantly viral content. We also invited creators like GirlBossTown, HelloTefi, and Matt Friend to produce live content from the carpet—offering a fresh, creator-first lens on a legacy event.
The Results
• 415M+ total impressions
• 125M+ total engagements
• 30% engagement rate
• 182M total video views
• 1,443 social posts
• 18M reactions
• 100K total link clicks
Earned Media: Amelia and Andrew Garfield’s playful interview alone captured millions of views, with headlines from BuzzFeed, The Guardian, Forbes, Mirror UK, and more—proving the power of blending entertainment with unexpected, creator-led storytelling.
🏆 Logo Development
🏆 Creative Direction and Campaign Guidelines
🏆 Live Event Strategy, Creative Development, and Community Management
🏆 Influencer Campaign
The Most Talked About Live Telecast On Social Media Ever
The 2025 GRAMMYs digital campaign successfully drove unprecedented organic conversation, helping make the 67th GRAMMY Awards the most talked about live telecast on social media ever (including the Super Bowl), and reinforcing the GRAMMYs as the premier global stage where music history is made.
The Ask: Develop a digital campaign to garner earned media for the 2025 GRAMMY Awards, driving wide-scale conversation and buzz for Music’s Biggest Night, especially amongst younger audiences. To achieve this, we developed a fan-first social content series and influencer program that embraced The GRAMMYs as a pinnacle in making artists’ and therefore fans’ dreams come true.
Strategic Positioning: “Whose Dreams Will Come True?” The event that makes artists (and fans!) biggest dreams come true.
All digital content was strategically aligned to dream fulfillment messaging, including our content series and influencer approach. This messaging not only served to create emotional hooks for narrative storytelling, but drove positive sentiment beneficial to The GRAMMYs.
The Goal: To boost cross-platform engagement with premium social content, increase awareness among 18–34-year-olds, generate over 100M video views and interactions across key platforms, and bring to life a campaign so bold and original it would be worthy of winning awards.
The Idea: While winning a GRAMMY Award is a physical manifestation of an artist’s biggest dream, fans are also deeply connected to the win. Not only do they get to celebrate in their favorite artist’s success, they become more deeply connected to their personal icons, and often broadcast and champion their support—presenting a wonderful earned media opportunity.
To build on this, we collaborated with TikTok to create a first-ever “TikTok Off The Record: GRAMMYs Edition” content series, taking a successful TikTok artist interview series format, and branding it to be GRAMMYs forward.
We enlisted influencer superfans to interview each artist as they responded to fan-inspiredquestions, underscoring the pivotal role fans play in helping artists realize their dreams.
Each interview took place in a unique location. To maintain a cohesive look & feel, we incorporated three key visual elements: our signature orange color, a fisheye lens treatment symbolizing the removable barrier between artists and fans, and a co-branded lock-up to drive live tune-in on February 2nd.
The Results:
• 980M+ total impressions
• 91M+ total engagements
• 500+ total in-feed posts
• 539+ total story posts
• 51 total artists & influencers
• $52M total social media value (SMV)
Sampling of Content:
@Teddy Swims dreamt it. Now he’s making it a reality — Link Here
✅ Step one, get nominated for a GRAMMY. Step two, @Doechii tells us everything on @TikTok#OffTheRecord#GRAMMYs Edition — Link Here
@Kehlani became a singer accidentally nbd 💅. Hear Kehlani’s story and more on @TikTok#OffTheRecord#GRAMMYs Edition— Link Here
Citadel Canada: A Spy-Worthy Scavenger Hunt
To launch Amazon Prime’s biggest franchise yet, we turned Canada into a playground for secret agents. Our 360° Spy Scavenger Hunt immersed fans in the world of Citadel, blending Alexa-powered missions, influencer intrigue, and UGC-fueled buzz. With over 700 attendees across three Toronto events, we didn’t just premiere a show—we built a fandom.
Launching Magnum’s first U.S.-led social campaign—and celebrating 10 years of chocolate mastery
Magnum Ice Cream: A precision-crafted social launch reintroducing the brand as the ultimate indulgence
The Ask: Magnum needed to reintroduce its brand to U.S. audiences with fresh, platform-native creative—marking the first time the brand developed a campaign specifically for the U.S. market, rather than adapting from global assets. The goal: elevate Magnum as the ultimate indulgent experience and reconnect with modern consumers.
The Strategy: We built a precision-targeted, social-first campaign to reach four distinct audiences—chocolate lovers, foodies, beauty mavens, and indulgence seekers—each receiving bespoke content tailored to their interests. Magnum’s iconic double-dipped bar and its signature “crack” were at the center of the story.
The Execution: The execution featured high-impact creative across Instagram and Facebook, showcasing rich textures, beautiful tablescapes, and chocolate-first storytelling. From bold product close-ups to sensual lifestyle shots, every visual was crafted to position Magnum as the ultimate indulgence—visually irresistible and optimized for social-first platforms.
The Results: This was Magnum’s first U.S.-led social campaign—and it delivered. All ad variations exceeded performance benchmarks, driving over 1% engagement (well above the FB/IG CPG average of 0.21–0.90%) and strong action scores across precision audience segments. Visually rich, mobile-optimized creatives resonated particularly well, with the Beauty Bar Bite ad leading in brand recall and message clarity. Close-up product visuals, audio cues like the signature chocolate crack, and tight branding helped establish Magnum’s refreshed, indulgent tone while boosting purchase intent and brand interest.
The Tentpole: Celebrating 10 years of Magnum in the U.S.
The Moment: To mark 10 years of Magnum’s U.S. presence, we created “A Decade of Decadence”—a tentpole campaign built around the launch of the new Mini Truffle Bars.
The idea: Inspired by fireworks and rich textures, we celebrated the joy of indulgence with cinematic slow-motion visuals, electrified sound design, and a hero-worthy look at Magnum’s iconic double-dipped chocolate shell. The campaign was a love letter to chocolate craftsmanship and the ritual of savoring every bite.
Creative anchor: 10 years. 80,000 hours of chocolate expertise. One iconic crack.
Shot in South Africa, this content lived across social and digital channels —reinforcing Magnum’s position as the pinnacle of premium indulgence.
Klondike: BAR-CADE
Sell your PS5! Klondike just won the console wars.
Drum Awards Best Response to Change
Drum Awards Consumer Goods
Drum Awards Most Effective Use of Competitions
We remixed deliciously classic 80’s games to provide a welcomed distraction for people stuck inside.
THE CHALLENGE
During social distancing, many people found themselves going stir-crazy at home, turning to social media to pass the time. The Klondike brand challenged us to tap into the nostalgia of its classic 80s What Would You Do? Campaign while providing levity for its Gen X audience with a unique content game series of its own as a welcomed distraction.
THE IDEA
The Klondike brand worked with GIFY to launch the Klondike Bar-Cade - a content series that brought the What Would You Do? campaign to life by challenging consumers to play deliciously remixed classic 80s arcade games for Klondike Bars. Each game hero’ed a different Klondike product and allowed Gen X’ers to play nostalgic spoofs of their favorite childhood games.
With each game release, the Klondike Bar-cade provided a way for its Gen X audience to relax and chill with the brand during key moments throughout the summer, such as on National Ice Cream Day and National Video Game Day. But more importantly, the Klondike Bar-cade made it easy to social distance for the greater good by playing video games at home for Klondike Bars. View games here
RESULTS
79% IG Story Retention Rate
385% Engagement Increase
640% Lift In Followers
Creative Director \\ Roxanne White
ACDs \\ Zack Hirsch, Robert Izar
Art Director \\ Kaitlin Nicolini
Copywriter \\ Neeruj Sethi
Redefining Modern Menstrual Pain Relief
Comforté is an all-natural pain relief cream for women who suffer from period pain. We worked with Comforté to build their brand identity with a commercial, a full suite of product and lifestyle imagery, a website makeover, and a social media launch campaign to reintroduce the brand to the world.
💗 Package Design Creative Consulting
💗 Brand Guidelines - Tone, Creative Direction, Typography, and more
💗 Website Design + Art Direction
💗 Social & Influencer Strategy
💗 Brand Launch Photography & Video Creative Direction
💗 Janelle Ginestra (475K IG Followers), Creator, Choreographer, and Dancer as Hero Talent
Check out morehere
Tresemmé: Launching the new Pro Collection
Elevating performance, technology, and style through digital storytelling
Tresemmé came to us looking to launch their new line of Wash & Care products with the goal of increasing their core W&C business.
The Objective: Highlight the new look and feel of the Tresemmé Pro Collection by showcasing superior technology, performance, and advocacy in a way that resonates with modern consumers.
The Strategy: Consumers are seeking more sophisticated, specialized haircare solutions. Our digital-first content strategy aimed to connect audiences with the brand’s premium performance and innovation—driving awareness and reaching new users through compelling visuals and storytelling.
All content was grounded in Tresemmé’s brand equity, reinforcing its role as a professional-grade product that equips consumers with the tools they need to style confidently and feel ready to take on what’s next.
Love Beauty and Planet: #SmallActsOfLove
The Ask: Create a brand movement that would position Love Beauty and Planet as a purpose-led beauty brand, driving awareness of its sustainable mission while encouraging consumers to take action through everyday, eco-conscious choices.
The Strategy: Rooted in the insight that Gen Z and Millennials expect brands to reflect their values, we launched a holistic campaign—#SmallActsOfLove—centered on sustainability, accessibility, and real impact. From packaging innovation to mission-driven storytelling, every touchpoint reflected the brand’s commitment to doing good for the planet without compromising beauty.
♻️ December Tentpole: Holiday spotlight #SmallActsOfLove x NYT
As part of the larger #SmallActsOfLove movement, we partnered with the New York Times to launch a seasonal social campaign encouraging more sustainable habits during the holidays—when U.S. waste spikes by 25%. Through light-lift, eco-friendly tips and storytelling, we empowered audiences to spread holiday cheer with purpose.
The Impact: 5K+ engagements, 130K+ impressions, 4.3% engagement rate (5x above industry average), 87.5% retention rate, Featured in Marketing Daily and Glossy
🩷 FebruaryTentpole: Love Beauty and Planet: A Valentine’s Day #SmallActsofLove
Turning a print ad into a sustainable love letter
The moment: To reduce waste during one of the most card-heavy holidays of the year, we reimagined a traditional print buy in People magazine as a sustainable brand activation. Instead of tossing it, readers could fold the full-page ad into a reusable origami Valentine.
The impact: This clever upcycle delivered over 35M impressions, bringing the brand’s mission to life in a way that was memorable, meaningful, and shared organically across social. Paired with a light-lift Instagram push, it proved that even a media buy can spark a #SmallActsofLove.
♻️ AprilTentpole: Earth Month Paid & Owned Media Highlights
Celebrating #SmallActsOfLove with purpose-driven content and interactive storytelling
Paid Media
• Snapchat Filter: Custom branded filter to drive awareness and UGC
• ELLE Magazine: Eco-friendly seed paper insert designed to be planted—literally growing the campaign’s message
• Custom Twitter Emoji: Created for #SmallActsOfLove to boost conversation and campaign visibility across social
•NYT Quiz: How a Drop in the Ocean Can Trigger a Sea Change
Owned Media
• Instagram Challenges: Daily Earth Month challenges to engage the community and drive eco-conscious action
• Planet Love Quiz: 6% of site users completed the quiz, with 65% falling into the top 2 planet-conscious personas
• Earth Day Anthem Film: 676K+ views in 2 weeks and a +2.3% lift in brand consideration
Why We Are Here
Refresh the social media framework to strengthen Instacart's presence and relevancy among a growing grocery-curious audience. To achieve our goals, we will use creators, influencers, and agile creative moments.
Primary Goal: Generate meaningful interactions with our content
🛒 Strong Engagement
🛒 Social-First Content
🛒 Community Building
Unpacking Gen Z’s Grocery Behaviors:
✔️They value quality over quantity
✔️They grocery shop multiple times a week
✔️They splurge on luxury snacks and meals at home
✔️They view certain snacks and beverages as a status symbol
✔️They are product-conscious and prioritize eating seasonally
#NAMEOFFAME
The Idea
Because this Oscars event is so high profile, we anticipated that the names of the winners would likely become instant Trending Topics.
Without an existing relationship with these celebs, we didn’t want to talk about that Anthony Hopkins. Instead, we celebrated Tony Hopkins of Friendswood, TX. When his name became a Twitter Trending Topic, we rewarded him with free ice cream.
And when Twitter users explored the Anthony Hopkins Trend, they saw our celebration of Tony.
By hacking the algorithm, we boosted impressions and engagements, making this execution a big awareness driver for the brand.
Results
Some tweets generated impressions and engagements well above what this brand typically sees on Twitter, making this execution a great awareness driver for users who are not already following @GoodHumor.
In total, this execution generated over 20,500 impressions and over 730 engagements.
Opportunity:
1 of 2 US households in America has a tub of Breyers Natural Vanilla in the freezer, clearly not an awareness problem for that flavor! The problem we had to solve was to educate our audiences that they had more than just Vanilla.
Challenge:
We develop ads targeted at six precision audiences —General Market, Oreo Lovers, Reeses Lovers, Moms, non-dairy and Boomers. Our task was to communicate with each audience and persuade them to choose Breyers.
Solutions & Impact:
We created 16 different video ads; each designed to connect and appeal to the different targeted audiences. The ads ran across FB, IG, IG Stories, Twitter and Snapchat.
Agency \\ Unilever (Oliver Agency)
Creative Director \\ Roxanne White
Associate Creative Director \\ Jia Chen
Copywriter \\ Sara Molina
Editors \\William Vargas & Erix Mercedes
Klondike: #IAMAKLONDIKE
SUMMER 2019 … our content drove 2.8M impressions, 26K mentions (IG and Twitter), increased follower count by 2.8K, and 5,000 people changed their name to Klondike.
What would you do for a LIFETIME SUPPLY of Klondike bars?
We challenged the Twitterverse to change their display name to “Klondike” for a chance to win a lifetime supply of bars.To kick it off, we partnered with wrestlers at the WWE Summer Slam to change their display name to Klondike. The wrestlers also created their videos in which they answered what they would do for a Klondike bar.
Total of 19.9M total impressions during the 4 day campaign.
Creative Director Roxanne White
Art Director Kaitlin Nicolini
Copywriter Neeruj Sethi
Photographer Jeremy Sailing
How Justin Bieber Helped Bring Back The Double
What should a brand do when one of the biggest pop stars in the world (aka Justin Bieber) unexpectedly tweets about them, tags them, and draws the curiosity of countless potential fans? Act quickly with the right preparation, teamwork, and execution. And that's exactly what Popsicle did.
105K Retweets
129 Earned media placements
11.1% Engagement Rate
99.9% Positive Sentiment
76.2K Likes
258K Mentions of the Double Pops
2019 Award Winning Campaign
Best Brand Tweet of 2019 - Best Product Launch
Chip Shop Award - Best use of celebrity
Bronze at the Smarties in the Mobile/Social category
Agency \\ Oliver Agency (UStudio)
Creative Director \\ Roxanne White
Art Director \\ David Haase
Copywriter & Community Manger \\ Neeruj Sethi
