Smithies, Smithies, Smithies // PepsiCo

To reach Gen Z, we brought back the Gobbledok and updated he / she / they / it / dok for the deep-fried social era. Paired it with some always-on wholesome core and got the youth vibing with Smith's again.

Also made a weird AF mockumentary that is equal parts awkward and meta. It's like a cringe car crash that you can't look away from. Like 'The Room' of TikTok that will get funnier over time? Hopefully. There's a cult fan base out there. I'm sure of it.

If I had to pick it, my secret success point as lead social creative on Smith's was bringing them fairly close to blurring the line between brand and being an actual creator.