BUDSY
A water pipe that cleverly looks like a regular water bottle. A playful experiment that turned into a real product. We launched it on April Fool's Day, which was just perfect.
The backstory: Kevin, our amazing events director, secretly pursued this project without Roger, our CEO, knowing about it. We kept it under wraps until the big reveal, and even then, we presented it in a really cool, professional video that had a touch of humor to it. It was all about blurring the lines between reality and comedy, and we even poked fun at our own branding and launch style. I made a strategic decision to keep Kevin's makeup prosthetics looking intentionally imperfect and deliberately falling apart. The reason behind this was to ensure that our audience could discern the humorous intent behind our presentation.
When we first showed it to our customers, they laughed, but then they quickly realized it was the real deal and scrambled to get their hands on it. The product sold out in just a few days and Budsy became one of our flagship products. It just goes to show that sometimes the best ideas come from a little bit of fun and experimentation.DP: Gabriel Bienczycki
CD: Kirk Summers
AD: Daniel Paris
Creative Producer(s): Mo Carpio, Kaitlynn Scannell
Clio Award 2021 - Gold Winner
Medium: Integrated Campaign
Puffco - Budsy
As part of our strategy, we amplified the mock rivalry between Roger and Kevin on our public social media profiles.
The Budsy Restock video to continue the discussion in proper form by casting my two best friends who have definitely have had this conversation before.
THE SAGA CONTINUES
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THE SAGA CONTINUES • • •
CUPSY
For the Cupsy launch, we extended the Budsy storyline - which follows the ups and downs of "Roger" after achieving success but feeling the weight of creating a new product within a year. After collapsing, he wakes up and has a conversation with his higher self (the true Roger) to gain insight. While the launch video is accessible to all, the entire piece is an immersive journey for our dedicated followers. Although Cupsy may seem like a mere novelty, its construction, design, and functionality are anything but. Cupsy is primarily entertaining but also caters to a community that often must conceal itself.For this project, I determined that it was crucial to prioritize achieving an exact replication of Roger's physical features through makeup artistry. Our objective was to capture every detail, including his scalp, salt-and-pepper beard, and intricate arm tattoos, with precision and attention to detail to ensure a seamless transformation for Kevin's appearance.Clio Award 2022 - Bronze Winner
Medium: Integrated Campaign
Puffco - Cupsy
We decided to create a parody of an iconic vintage Folger's commercial, with a focus on casting two stunning models who embodied the energy and vibe we were seeking to convey. To ensure the production's high quality, I hired a talented and promising producer and singer who worked diligently to bring our vision to life. Our attention to detail and creative collaboration resulted in a successful project that captured the desired tone and message.
