BSSP – Best of Social

NBA 2K19 20th Anniversary game cover art featuring Lebron James.

3D animated illustration of the number 100 in a pink color.

BEST
OF
SOCIAL

SOCIAL
ECOSYSTEMS

Designed to live in social

Launching a social first wine brand for multicultural Zillennials

The "Product of Sunshine" social campaign for Ruffino Lumina disrupted wine category norms by celebrating Zillennial women who enjoy sweet wines. Highlighting their tastes and radiant energy, the campaign ran on Instagram and Facebook, empowering them to embrace their preferences. It extended into organic reach through influencer activations and a sweepstakes partnership with Tajin.

Hand holding a phone featuring a Lumina wine bottle and glass of wine on the screen.

Product of Sunshine

Social Ecosystem

Smartphone featuring a wine glass and bottle with popsicles covered with Tajin spices.

Animation featuring a hand holding a wine bottle over different backgrounds.

Type animation which says Elevate, Radiate, Never Hesitate.

Hand holding a bottle of Lumina Prosecco Rosé.

Boomerang animation of a woman opening and closing a bottle of Lumina Prosecco Rosé.

Two smartphones featuring Lumina wines social posts on the screens.

Smartphone featuring a social image grid for Lumina.

#feedgoals

Hand holding a smartphone. A message that says "Peach Yoghurt Made the Aussie Way." is displayed on the screen upside down with a tub of noosa yoghurt.

Reinvigorating
noosa Yoghurt for
social-first millennials

Calling all Sheilas and Blokes! Our task on noosa was to showcase a superior way for millennials to enjoy morning yogurt, elevating noosa beyond the typical functional focus on fewer calories or more protein.

We highlighted noosa's Aussie origins and full-on, never-skimming approach, branding it as synonymous with a rich, indulgent experience. The upside down "Full on Tasty Yoghurt" campaign was social-first and was designed to stop the thumb, prompting users to slow their scroll and purchase.

Since launch in 2023 this has been a turnaround story, from stagnant sales to outpacing the category in both dollar and units.

Flavour From Down Under

Social Ecosystem

A blueberry animation on a smartphone screen which reveals a tub of noosa blueberry yoghurt and a blueberry-related message in the background.

Noosa video clip on a smartphone screen of upside down milk carton pouring milk as a tub noosa yoghurt tub falls and lands with other noosa yoghurt tubs.

Noosa video clip on a smartphone screen featuring a man hanging upside down. He opens a container of blueberries and they fall down, hitting him in the face.

Stack of noosa yoghurt cups featured on a smartphone screen.

Making Every Day Delicious (on social)

Rao’s has always thrived on word-of-mouth, so we developed a social-first brand ecosystem to amplify this organic buzz and work across TikTok and Meta. Since partnering with the brand in 2019, we've executed paid advertising through evergreen social campaigns, targeting new audiences and highlighting product truths. These campaigns have consistently boosted brand awareness and sales volume, propelling Rao’s Homemade from the #6 to #1 sauce brand by increasing household penetration.

Slow motion boomerang animation of red Roma tomatoes.

Rao’s Homemade

Social Ecosystem

Animation featuring a woman eating pasta and Rao's Homemade pasta sauce jar on a smartphone screen.

Animation featuring a woman eating pizza on a smartphone screen.

Rao's Homemade social post collaboration image with 818 Tequila featured on a smartphone screen.

Animation featuring a man eating Rao's Homemade pasta sauce out of a jar on a smartphone screen.

Rao's Homemade social post collaboration image with 818 Tequila featuring Kendall Jenner on a smartphone screen.

Yellow animated 3D hand illustration pointing to the left.

INFLUENCER
LED
ACTIVATIONS

ESPN Tournament Challenge video clip animation featured on a smartphone screen.

A darkly lit basketball floating over part of a smartphone.

March Madness

Tournament Challenge

ESPN Tournament Challenge for March Madness is so easy and so fun to play, that A. anyone can play and B. anyone can have a good time doing it.

Doesn’t matter if you’re an expert or if you call three pointers touchbacks. So we got to work, creating a cast of the most unlikely bracket-eers we could. Like a mom hiding in the bathroom, a cat connoisseur who only picks cat themed teams, a desk tchotchke and a lazy teenager. And to prove that truly anyone can bracket, during the tournament we pitted their brackets on social against ESPN influencers, a sitting president, and the bachelor.

YES,

SERIOUSLY

ESPN Tournament Challenge video clip featuring a woman hiding in the bathroom looking at her phone.

ESPN March Madness bracket featuring President Biden.

ESPN March Madness bracket featuring Stephen A. Smith.

ESPN March Madness bracket featuring Mom Hiding in Bathroom.

ESPN Tournament Challenge social post featuring Joey Graziadei on a smartphone.

ESPN Tournament Challenge social post featuring The ESPN Crew images.

ESPN Tournament Challenge social post featuring March Madness brackets.

ESPN Tournament Challenge video clips featured on a smartphone screen.

Throughout the tournament we used ESPN social channels to keep people

up-to-date on how each bracket was doing with leaderboards.

ESPN Tournament Challenge social post featuring 4 characters from the campaign.

The campaign broke ESPN’s all time bracket record for Men’s and Women’s Tournament.

Yay.

ESPN Tournament Challenge Men's all-time record results of 22.6M Brackets.

ESPN Tournament Challenge Women's all-time record results of 3.25M Brackets.

Animation of a bobbing bird toy from the ESPN Tournament Challenge campaign.

Activating influencers to build hype & style

Sorel, your favorite snow boot company, needed to reposition themselves as a year-round fashion brand that could deliver both style and function to a new, modern audience. We identified a select group of influencers from leading fashion sources — The Cut, Who What Wear, Hypebae, and Complex — to style Sorel’s new line of footwear through TikTok and Insta and drive traffic to a local pop up where attendees could get styled IRL.

Hand holding smartphone featuring a Sorel Footwear social post on the screen.

Sorel Footwear collage of social posts from their Pop-Up store in Brooklyn, New York.

Fashion show animation featuring models wearing Sorel boots.

3 smartphones featuring TikTok posts from the Sorel Pop-Up store event in Brooklyn, New York.

Black hand-drawn check mark illustration.

Black hand-drawn exclamation point illustration.

Creating Culture

NBA 2K was gearing up to launch 2K19 with The King, Lebron James, on the cover, but gamers weren’t excited about the game’s slight dev updates year over year. Without significant dev updates, we knew we had to generate social and cultural buzz to get fans excited.

With digital meme art as our inspiration, we blew up the dusty, traditional athlete cover art, and engaged The King to create a custom cover based on his life, his story, his words. Next, we created the first ever non-athlete version of the cover with Travis Scott, and dropped it at ComplexCon. We then delivered key cover art assets to creator communities, promoted influencers to share, and sparked their engagement with paid storytelling assets, before asking fans to follow suit, and make it their own.

In the end, we turned decades of static cover images into viral meme art; and generated the highest grossing sports video game of all time.