This concept embodies the "You're Not You When You're Hungry" brand truth by demonstrating how extreme hunger warps reality and triggers irrational behavior. Hijacking a tender parenting moment with a petty fantasy football grudge perfectly illustrates the absurdity of a hungry, distracted mind. Snickers then acts as the ultimate satisfying anchor, curing the craving to instantly restore the consumer's true self.
Led the campaign from concept through to final production, overseeing the entire project lifecycle. Pre-production involved forming the RFP, managing production budgets, crafting the core concept, directing PR agencies, and ideating social teaser campaigns.
During the production phase, shifted to a hands-on role by executing all on-set photography and filming talent teasers independently. Managed influencer content capture during the shoot and oversaw the final distribution of internal sizzle reels. Every aspect of the production and editing was completed personally to maintain a consistent creative vision from start to finish.