Generated by All in One SEO Pro v5.0.1.1, this is an llms-full.txt file, used by LLMs to index the site. # Muse by Clios Discover the latest creative marketing and advertising news. Muse by Clio is the premier news site covering creativity in advertising and beyond. ## Posts ### [Jolly Credit Cards Ride the Bus for ORCA](https://musebyclios.com/advertising/jolly-credit-cards-ride-the-bus-for-orca/) **Published:** March 4, 2026 **Author:** David Gianatasio **Content:** ![](https://cdn.musebyclios.com/wp-content/uploads/2026/03/04080657/card-last.jpg)When credit cards dance around and high-five, can a day of happy spending be far behind? Such shenanigans abound in the :60 below. Animated Visas, Discovers, Mastercards and their smart-phone pal ride a bus driven by Boop the whale. It’s playful stuff to say the least, developed by Copacino Fujikado and Laundry for [ORCA](https://www.myorca.com/). That’s a regional transit payment system serving the Puget Sound region of Washington State. The work specifically touts tap-to-pay functionality. Actually, Boop’s an orca. That’s a *killer* whale. Maybe they should walk downtown instead. (Kidding, of course. For a marine mammal, he’s a darn good driver.) “When we started thinking about tap-to-pay, we loved the idea that credit cards were being invited to the transit party too,” agency ECD Vince Soliven tells Muse. “Animation let us imagine what those cards might feel like when they finally get to ride. It turned a payment feature into a story about belonging.” “The goal is simple: make riders aware that paying for transit just got a lot easier. With tap-to-pay, the card already in your wallet can now get you on the bus, train or ferry. Our job was to turn that utility into something people notice and feel excited to try.” Indeed, the approach should connect with consumers and feels apt for a push touting enhanced accessibility. Along with the hero film, additional videos plus OOH, transit placements and digital elements will run through June. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Copacino Fujikado, ORCA **Sections:** Trending --- ### [Snickers' AI Spoof Sure Satisfies as Week's Best Ad](https://musebyclios.com/advertising/snickers-ai-spoof-sure-satisfies-as-weeks-best-ad/) **Published:** September 10, 2026 **Author:** David Gianatasio **Content:** The top work of the week, as ranked by the Clios’ staff… ### BESTIE: Even AI Isn’t Itself When It’s Hungry, Snickers Says When AI suggests you’d look great with a scorpion tattoo on your face, try feeding the algorithm a Snickers. If nothing else, it’s cheaper than calling the Geek Squad. A slick spin on the classic “You’re Not You When You’re Hungry” campaign from BBDO and director Pete Marquis. [Read More](https://musebyclios.com/advertising/snickers-says-even-ai-isnt-itself-when-its-hungry/) ### 2. Poshmark Says ‘Try Yourself On’ for N.Y. Fashion Week The fashion marketplace and nice&frank channel Narnia vibes, with wardrobes far and wide serving as enchanted portals to fun and adventure. Director Léa Esmaili doubles down on surreal whimsy, employing a fast-paced style that bends time, space and perspective, tossing in anime for good measure. [Read More](https://musebyclios.com/fashion-and-beauty/poshmark-says-try-yourself-on-for-n-y-fashion-week/) ### 3. TIE – Clay Matthews Gets Preposterously Pumped Up for Caesars Sportsbook The former NFL linebacker and newly minted Netflix analyst rocks prosthetics that make his chin go on forever. And those calves could break rocks all day long in the blazing sun. Great practical F/X and smart humor from agency Fellow Kids and director Dave Laden. [Read More](https://musebyclios.com/sports/clay-matthews-gets-preposterously-pumped-up-for-caesars-sportsbook/) ### 3. TIE – Hey, Dentists and Cable Guys, Don’t Work So Hard. Take It From Coke: ‘The World Will Wait’ Performing oral surgery on the kitchen table? Hey, Mr. Dentist, don’t take your work home with you like that. Ogilvy in Thailand and Singapore drill deep for oddball humor in this Lynchian attack on workaholism. [Read More](https://musebyclios.com/advertising/dont-work-so-hard-take-it-from-coke-the-world-will-wait/) Play ### 5. To Tout Its Buyback Service in Saudi Arabia, IKEA Gets Everything Backwards The furniture chain leans hard into the reversal concept to illustrate its buyback service in Saudi Arabia. Copy lines, images, prices, logos and even music run backwards. All in all, it’s a very forward-thinking approach from Droga5 London. (Heh.) [Read More](https://musebyclios.com/advertising/to-tout-its-buyback-service-in-saudi-arabia-ikea-gets-everything-backwards/) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** caesars sportsbook, Coca-Cola, Ikea, poshmark, Snickers --- ### [How One Creative Finished His Late Mother’s Children’s Book](https://musebyclios.com/2-minutes-with/how-one-creative-finished-his-late-mothers-childrens-book/) **Published:** September 10, 2026 **Author:** Luz Corona **Content:** ![](https://cdn.musebyclios.com/wp-content/uploads/2026/09/10170830/T-1.jpg)Pictured from left to right: Lee Williams, Ryan Williams, Cindy L. Williams, Brett Williams.Before passing away in Aug. 2016, Cindy L. Williams had already made a lasting mark on children across Ohio and Wisconsin. As a special education aide and mother of two, she was a tireless advocate for students with learning differences. Both Cindy and her youngest son, Brett, had dyslexia—a neurological condition that affects how the brain processes language. “I’ve always known her to be taking care of people and going above and beyond for her students,” Brett shared with Muse. Cindy turned daily routines into games—like creating visual schedule boards. She continually went out of her way to support her kids, including writing a children’s book about a young boy named Tommy T. Willy. Although Cindy died of lung cancer before seeing the project published, the book remained top of mind for her family—especially Brett, who grew up to become a WebXR developer. Cindy’s story sat preserved in the family archives until Brett and his wife, Alexandra, decided to bring her legacy to life. Collaborating with illustrator [Alissa Creno](https://www.alissacreno.com/books/tommy-t-willy-goes-to-the-zoo)—a former coworker from their days at *American Girl*—they published *[Tommy T. Willy Goes to the Zoo](https://www.tommytwilly.com/)*. The book tells the sweet story of a young boy’s imagination running free, using playful rhymes and simple activities to engage readers while supporting phonemic awareness. To make reading more accessible, the take is set in a dyslexia-friendly font. And Creno’s colorful, hand-drawn illustrations were inspired by family photographs and Cindy’s original sketches. *Muse* sat down with Brett to discuss the power of creativity in education, the process of publishing a book for the first time, and his advice for creatives looking to get their own passion projects off the ground. The following has been edited for length and clarity. ### How did this project come together? Were you aware that the book was in progress when your mom was writing it? My mom was doing a bunch of stuff when she started writing a kids’ book. She never really revealed it because it was not done. I know that she was looking to get illustrators and was having trouble with that. Unfortunately, she got diagnosed with cancer and then eventually passed. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/09/10162354/image-1.jpeg)Cindy L. Williams’ original notes for Tommy T. Willy.One of the wishes my dad had was, “I would really love to get this book made.” As a creative, you think, “I want to do the illustrations.” \[But\] we were being too precious with it. Because of that, we couldn’t move forward with the project. So along comes my wife Alexandra and she says, “Hey, we’re just going to get an illustrator. You don’t have to do it all.” \[From our time\] working at American Girl, we knew Alissa, who is an amazing illustrator and overall a great person to work with. Things rolled from there. I’m not 100 percent sure this is what my mom intended, but the family in there, Tommy T. Willy, and his brother, resembled my brother and me when we were little kids growing up on a farm. It’s very heartwarming to see it come together, to see my mom’s words on a page, and to watch Alexandra do readings at GiGi’s Playhouse, which is a center for kids with Down syndrome and special needs families. The finish line was getting it published and made. The gravy or extra bonus is now seeing people have my mom’s book, read it, share in it, post about it, and say how much fun it was. Just yesterday, Alexandra and I did our first night market where we set up a tent \[to promote the book\]. It was really fun—my dad, friends, and family came to see us—and it felt like she’s bringing everyone together again. ### Were you surprised how the illustrations brought the story to life? It was cool, because working with Alissa, she gave us [different versions to choose from](https://www.alissacreno.com/books/tommy-t-willy-goes-to-the-zoo?gallery=69c072b0ad6bd47c897f5359&item=e2fc6633-c9f3-4d10-956c-350fe585cd91). They were all good, but one stuck out. It was like Christmas every time we saw the illustrations and almost the creative simplicity where we could recognize elements. For example, when I was a kid, we lived on a farm and I always wore cowboy boots. So, the little brother \[in the book\] has cowboy boots on. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/09/10162355/image.png)Credit: Cindy L. Williams![](https://cdn.musebyclios.com/wp-content/uploads/2026/09/10162355/image-1024x1024.jpeg)Credit: Alissa Creno### Did you provide any mood boards or a specific style you wanted as well? Not necessarily. My dad has always been an avid photographer, so we had plenty of really good, fun photos. We made a gallery, and my mom had piece-mealed a bunch of illustration sketches showing where her head was. We gave those to Alissa and let her run with it. I also understood Alissa’s style, so I trusted her and the process. ### How did this project differ from what you usually work on, and what were some surprise learnings? I started in graphic design. After that, I went to school for interactive multimedia. To date myself, back then it was using projectors and syncing them up to do multimedia stuff. I eventually went into web development. When doing graphic design, I wanted to do more interactive things. I got hired at *American Girl* and worked there for about 15-plus years with the magazine and web departments. I made small interactive Flash games to coincide with articles. I’ve been doing techy stuff, interactive web, 3D websites, AR, and VR. \[Creating the book\] was fun because at American Girl, I handled everything soup to nuts by myself or led teams where the ideation, execution, design, and production fell on my shoulders. Working with Alexandra was great because she gets so much done quickly. It was really fun to work as a team, have that communication, and be in awe of other people’s talents through this book. It was awe-inspiring to see these new illustrations come to life. It was a revival of memories; remembering how pristine \[my mom’s\] handwriting was when going through her old notes. It was very heartwarming. ### Beyond this being a great story, it’s also an opportunity for dyslexic children to see themselves represented. Why do you think the world needs this kind of creativity right now? Creativity and art are uplifting, powerful and magical. With the weight of the world right now, it’s like a rose rising through the cracks. We definitely need creativity as a light at the end of the tunnel. When it comes to dyslexia, both my mom and I have it. In my experience, it was never formally diagnosed—it was more of a “toughen up and plow through it” mindset rather than learning coping mechanisms. That’s where my mom was incredible—understanding that dyslexia isn’t necessarily a learning disability, but rather thinking and processing information differently. In my Visual Communications 101 class in college, the professor said, “There’s a good chance 75 percent of you are dyslexic.” It was the first time I realized I wasn’t in the minority, but the majority in that room. My mom knew repetitive reading was frustrating the children and it was blocking their learning. Using visual communications, rhyming and visual association was her language. That’s why creativity and the arts are so important—for many people, that is how they learn. ### Has this experience whet your appetite to do more projects outside your comfort zone? One of my favorite phrases is “make better mistakes next time.” We’re already thinking about the next book, now that we’ve gotten past the initial learning curve. The difference is, my mom had written most of the first book. Now that we understand the publishing process, our next adventure is learning how to craft a good story together. ### For the creatives who have a pet project sitting on the shelf, what’s your advice to finally get it off the ground? If you’re too precious with a project, you’ll never move forward. There’s a Pixar quote: “Our movies are never finished, they’re just released.” You want it to be perfect. When my dad asked my brother and me to do this, we hesitated because it felt heavy and we wanted it to be perfect. You can get analysis paralysis. So my advice is don’t be precious with it—or be precious with the next one. Another tip for creatives is learning to accept help. This would never have happened without Alexandra and Alissa. You have to be vulnerable enough to admit you can’t do it all, and that someone else might do parts better and faster. Be humble and use it as a learning experience working with others so you can do better next time. [![](https://cdn.musebyclios.com/wp-content/uploads/2026/09/10163558/BookCover-1024x1024.png)](https://www.tommytwilly.com/)Copyright © 2026 Cindy L. Williams, Illustrations by Alissa Creno. Published by Claw Studio, LLC. ![author avatar](https://secure.gravatar.com/avatar/6b6bfb2f77a71b59d600c283859735f5d62b2631c0b7c29a530b306cb0abde04?s=300&d=mm&r=g) Luz Corona [See Full Bio](https://musebyclios.com/author/luzcorona/) [ ](https://musebyclios.com/author/luzcorona/) **Categories:** 2 Minutes With **Tags:** Books, content creators **Sections:** Community Voices --- ### [Poshmark Says 'Try Yourself On' for N.Y. Fashion Week](https://musebyclios.com/fashion-and-beauty/poshmark-says-try-yourself-on-for-n-y-fashion-week/) **Published:** September 8, 2026 **Author:** David Gianatasio **Content:** Empty wardrobes aren’t much fun. But filled with the right clothes and accessories, they can become portals to inspiration, adventure and self-discovery. Poshmark explores this dynamic in a playful campaign that drops today, timed to New York Fashion Week. Themed “Try Yourself On,” the initiative, developed with nice&frank, rides a quirky, colorful vibe and nods to [Narnia](https://en.wikipedia.org/wiki/The_Lion,_the_Witch_and_the_Wardrobe). It steers clear of long-winded brand explainers, opting for quick-cut whimsy, dance-floor beats and splashes of anime. “Style isn’t something you figure out once and then you’re done. It evolves with you, and part of the fun is being open to surprise,” brand CRO Elizabeth von Der Goltz tells Muse. “You can go on Poshmark looking for one very specific thing and suddenly discover a designer you’d forgotten about, a vintage piece you never knew existed or something completely outside your usual style that somehow feels very you.” To that end, led by Léa Esmaili’s hero film, the fashion marketplace celebrates variety and posits infinite possibilities in its 700,000 new listings every day. “It’s an invitation to be curious and experiment without taking fashion too seriously,” von Der Goltz says. “Try something unexpected. Revisit something from another era. Mix high and low, new and old. Or simply find a new way to wear something you already love.” “You don’t have to be a fashion expert to have great personal style—you just have to be willing to play with it.” Takeovers of NYC and Toronto subway stations and other IRL extensions are also on tap. Chloe Fineman, Courtney Grow, Jalil Johnson and others will appear in social content. Some will present “Tastemaker Curations,” discussing pieces they discovered on Poshmark. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/09/08115039/posh-5.jpg)Here, von Der Goltz and nice&frank CCO Laura Petruccelli explain how it all came together. ### What’s the big consumer takeaway here? von Der Goltz: I want people to have that moment of, “Wait, this is Poshmark?” They may already know us. They may have shopped or sold with us before. But I want this campaign to make them curious about us all over again. ### So, it’s an image reboot of sorts? von Der Goltz: There’s so much incredible product, individuality and human taste on the platform. And I want people to see a side of Poshmark they perhaps haven’t seen before. If someone sees the campaign and thinks, “I know Poshmark, but this feels new. I need to go check it out,” then we’ve done our job. ### What inspired the creative approach? Petruccelli: Looking through someone else’s closet is one of the best ways to explore your own personal style. You see pieces you might never have searched for, discover combinations you wouldn’t have thought to put together and start imagining how something new to you could become part of your own wardrobe. We wanted to turn that behavior into a bigger brand idea. It’s about using fashion as a way to explore and express different sides of yourself. Not just buying something new, but seeing a piece and thinking, “Could this be me?” ### Did you use children’s books or artwork as reference points? Petruccelli: For the visual treatment, there’s definitely an influence from kids’ books, anime and imaginative storytelling. We loved the idea of creating worlds where the rules could change from one moment to the next, much like opening a book and not knowing what you’ll find on the next page. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/09/08113619/posh-an.jpg)### Indeed, that anime sequence came as a bit of a surprise. Petruccelli: We wanted to acknowledge how fluid personal style is today and how many visual and cultural worlds people pull from when they’re figuring out who they are. Anime has had a great influence on fashion and self-expression, particularly with younger audiences. Rather than treating it as a separate “anime aesthetic,” we wanted it to feel like another door you could walk through while exploring your style. ### It’s incredibly vibrant. Petruccelli: We partnered with Léa Esmaili because she has this incredible ability to move between photography, live action, animation and CGI without any of those worlds feeling like a gimmick. They all feel like part of the same visual language. We built the films around the idea of moving through different versions of yourself. We’d start in a recognizable, almost everyday fashion moment and then let the world open up. Characters move through unexpected environments, outfits and identities, moving from the everyday to the extraordinary. A lot of the magic came from combining practical performance with animation and CGI, rather than making everything feel purely digital. ### And the music really pops. von Der Goltz: We wanted a song that would drive the pace of the edit and match the energy of our character’s journey through millions of closets. “Claque-le” by [Bagarre ](https://www.backinthedayz.be/en/artist/bagarre)stood out. There’s something a little unexpected about it, which felt right for the spirit of “Try Yourself On.” It gives the film momentum and makes the whole journey feel fun, energetic and memorable. **Related:** [*M&S Shows Its Summer Spirit With Amelia Dimoldenberg*](https://musebyclios.com/fashion-and-beauty/ms-shows-its-summer-spirit-with-amelia-dimoldenberg/) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Fashion and Beauty **Tags:** nice&frank, poshmark **Sections:** Lifestyle --- ### [Clay Matthews Gets Preposterously Pumped Up for Caesars Sportsbook](https://musebyclios.com/sports/clay-matthews-gets-preposterously-pumped-up-for-caesars-sportsbook/) **Published:** September 9, 2026 **Author:** David Gianatasio **Content:** Clay Matthews’ latest commercial appearance is giving him a swelled head. Below, the former NFL linebacker and newly-minted Netflix commentator dons thick prosthetics—including a chin that could break rocks and bulbous faux biceps—courtesy of Caesars Sportsbook, agency Fellow Kids and director Dave Laden. “I know what you’re thinking: ‘Someone’s had some work done,'” Clay begins. He goes on to hype Caesars’ enhanced features like upgraded app design, new ways to bet and more rewards, concluding: “It’s barely recognizable.” “Caesars Sportsbook has spent the last five years improving its app,” Fellow Kids co-founder and ECD Neal Desai tells Muse. “For us, the most interesting way to tell that story was to frame the transformation and turn it up to 11 by leveraging the looksmaxxing trend to a ridiculous degree.” As for the casting choice, “Clay is the perfect blend of football legacy, recognizability and comedic talent. He just got it–and was game to push the craziness of the look. Plus, he’s having a moment as the new NFL studio analyst for Netflix.” OTT make-up can obscure a performance and mask an ad’s message. Here, however, Clay’s personality shines through, and he delivers the brand proposition with hella charm despite the Frankensteinian aesthetics. That look, by the way, was achieved through practical means via Legacy Effects. “Clay was in the chair for a couple hours getting his new face, body and—our favorite part—calves,” Desai recalls. Let’s check those meaty gams one more time… ![](https://cdn.musebyclios.com/wp-content/uploads/2026/09/09105513/clay7.jpg)Like prehistoric drumsticks. Awesome! “Once we had looksmaxxed Clay, the spot basically shot itself,” Desai says. “The ridiculous prosthetics turned a straight spokesman read into something that made us laugh take after take after take.” **Related:** *[Betting Apps Make Culture Plays With Kevin Hart, Nick Jonas and Jon Hamm](https://musebyclios.com/sports/betting-apps-make-culture-plays-with-kevin-hart-nick-jonas-and-jon-hamm/)* ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Sports **Tags:** caesars sportsbook, NFL **Sections:** Entertainment, Trending --- ### [Brushing Up: Nationwide Kicks Off the NFL Season With Peyton Manning](https://musebyclios.com/sports/brushing-up-nationwide-kicks-off-the-nfl-season-with-peyton-manning/) **Published:** September 10, 2026 **Author:** Christine Champagne **Content:** Peyton Manning is a Renaissance man for our times: The former star NFL quarterback runs Omaha Productions, co-hosts the Monday Night Football-centric “ManningCast” and serves as a professor of practice at the University of Tennessee. But there’s more. A Nationwide pitchman for over a decade, he also paints with the skill of a modern-day Michelangelo in a fresh spot reviving his “Paintin’ Manning” alter ego. “Locker Room,” developed and produced by Nationwide in partnership with longtime partner Ogilvy, debuted last night during the 2026 NFL Kickoff on NBC. Directed by [JamsBash](https://ww7.tv/director/jamsbash), a directing duo made up of Jamaal Parham and Bashan Aquart repped by World War Seven, the :30 spot finds Manning’s character atop a ladder, paintbrush and palette in hand, adding the finishes touches to a work of art on the ceiling as his Nationwide teammate Saquon Barkley looks on. Play While completing his masterpiece, Manning regales Barkley with reasons why Nationwide is “so much more than a great insurance company.” Clearly inspired by Michelangelo’s Sistine Chapel, Paintin’s work features two massive likenesses of… himself—one representing Nationwide’s insurance business, the other repping the company’s financial services. When Barkley describes the painting as a metaphor for the new NFL season, Manning shares his appreciation for his friend’s deep understanding of his artistry. Additional work featuring Manning and Barkley will roll out during the NFL season. **Related:** *[Peyton Manning’s Got All the Right Moves for Bud Light. Well, Some of Them, Anyway](https://musebyclios.com/sports/peyton-mannings-got-all-the-right-moves-for-bud-light-well-some-of-them-anyway/)* ![author avatar](https://secure.gravatar.com/avatar/bca57dd4723116a5018776272ebed389875689a3404acf351677240c4d746cec?s=300&d=mm&r=g) Christine Champagne [See Full Bio](https://musebyclios.com/author/christine-champagne/) [ ](https://musebyclios.com/author/christine-champagne/) **Categories:** Sports **Tags:** NFL, Peyton Manning, Progressive **Sections:** Trending --- ### [VML's Christina Miller Believes, 'Winners Won't Control the Narrative—They'll Orchestrate It'](https://musebyclios.com/2-minutes-with/vmls-christina-miller-believes-winners-wont-control-the-narrative-theyll-orchestrate-it/) **Published:** September 9, 2026 **Author:** Shahnaz Mahmud **Content:** “The best creativity is participatory, not broadcast,” says [Christina Miller](https://www.linkedin.com/in/christina-miller-2858714a/), chief social officer at VML EMEA. “If a brand idea is so rigid or precious that an audience can’t remix it, co-author it or play with it, it’s an artifact, not a modern campaign.” She believes the traditional Agency → Media → Audience model is effectively dead. “Today, distribution and creative are the same thing. Brands no longer own their narratives; at best, we orchestrate them alongside communities. If your creative can’t survive reinterpretation, it’s not a big idea.” Christina joined VMLY&R in 2012 as one of the first team members in the social department. Over the past 14 years, she has helped craft award-winning work across a variety of categories—from quick service restaurants (for Wendy’s) and luxury automotive (Jaguar) to CPG (Coca-Cola and Nestlé). We spent a few minutes with Christina to learn more about her background, inspirations and on team building. ### What’s one thing people misunderstand about your role? They think I spend all day making TikToks or approving Instagram captions. In reality, my job is building the operational models that change how massive global businesses actually run. Social isn’t a “department” or a post-production add-on anymore. It’s the core engine driving modern business transformation. Though I *will* still judge your choice of trending audio. ### What cultural shift are marketers underestimating? The death of the traditional campaign lifecycle in favor of the creator-led network effect. We used to go: *Brand → Campaign → Attention*. Now it’s: *Brand → Creator Network → Community → Participation → Attention → Culture*. Marketers are still treating creators like glorified billboards (amplification) when they should be using them as strategic co-creators from day zero. If your distribution strategy isn’t shaping the creative idea itself, you’re already shouting into the void. ### What’s one tool that changed how you work? Generative AI, without question. If you ask me next week, the specific platform name might change—the tech moves daily—but AI’s impact on how fast we move from a raw insight to a fully formed concept is wild. It hasn’t replaced the human spark, but it’s eliminated the lag between “what if?” and “here’s what it looks like.” ### Do you have a favorite productivity shortcut? Leaving my desk. I am notoriously terrible at saying “no” to people, so my ultimate shortcut is stepping away entirely. A brisk 20-minute walk in the fresh air does more to untangle a complex client brief or hammer through a strategic roadblock than sitting in front of a screen aggressively staring at a cursor ever will. Movement is my real shortcut—turns out oxygen is great for creativity. ### What’s a newsletter, creator or account everyone should follow? [*The Best One Yet*](https://tboypod.com/) podcast. The hosts break down business news into 20-minute daily bites that are ridiculously funny, sharp and light on corporate jargon. If you want to understand how macro-business trends, consumer behavior and modern culture intersect—without wanting to fall asleep into your morning coffee—it’s essential listening. ### Tell us about a recent project you’re proud of. [KitKat’s ](https://en.wikipedia.org/wiki/KitKat)[“Heist,”](https://www.youtube.com/watch?v=1FNVd5GRkM4) which took home the PR Grand Prix at Cannes. When 12 tonnes of KitKats were literally stolen, traditional PR playbook logic said: stay quiet, minimize damage, move on. Instead, we rewrote the rules of crisis comms. We launched the “KitKat Tracker” and enlisted what felt like the entire internet to help track down the missing chocolate. This turned a potential commercial loss into a $224 million earned-media moment in just 10 days. It proved that when you have decades of brand equity, you don’t just manage a crisis—you orchestrate it with your community and turn it into culture. Play ### What was the last campaign that made you think, “I wish I made that”? Pretty much anything [Liquid Death](https://en.wikipedia.org/wiki/Liquid_Death) does, but specifically their latest madness with [MrBeast](https://musebyclios.com/advertising/mrbeast-buys-the-worlds-most-dangerous-biker-bar-for-liquid-death/)—like putting a $50,000 “murder luxury” fridge full of water inside a MrBeast video and letting the internet lose its mind. They took plain water—the ultimate commodity—and turned it into a cult brand through extreme self-awareness, creator integration and dark humor. They don’t interrupt culture or beg for attention. They plug directly into creator ecosystems and let the chaos ensue. It’s radical, ridiculous and brilliantly effective. ### Your main strength as a creative person? Empathy. In an industry obsessed with algorithms, metrics and hyper-optimized tech, it’s easy to forget that culture is built by human beings. Understanding what actually makes people laugh, cry or feel understood—and genuinely caring about the humans on the other side of the screen—is the best creative tool there is. Turns out, kindness and basic human empathy can get you remarkably far, even in advertising. (And yes, that counts as a business strategy.) ### You’ve got 2 minutes with the industry … What’s your hot take? In the next 18 months, we need to stop saying “creator marketing,” “social-first” or “influencer strategy.” It’s all just *Marketing*. Creators aren’t a line item in a media plan; they are the bridge between brands and modern culture. The real shift isn’t hiring more influencers to post your campaign—it’s adopting a creator mindset across your entire business. Launch to learn, iterate weekly, obsess over audience insights and build platforms, not ads. If your PR, CRM, commerce and R&D teams aren’t operating with a creator-led approach, you’re not building for where attention actually lives. The winners won’t control the narrative—they’ll orchestrate it. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:amy.corr@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With **Tags:** VML **Sections:** Community Voices --- ### [9/11 Message With Pete Davidson Sounds the Call for Unity](https://musebyclios.com/advertising/9-11-day-message-with-pete-davidson-sounds-the-call-for-unity/) **Published:** August 31, 2026 **Author:** Shahnaz Mahmud **Content:** To commemorate the 25th anniversary of one of the darkest days in U.S. history, [9/11 Day](https://www.911day.org/) is sending out a call for unity. The nonprofit has launched “UNIITE for Good,” an integrated campaign that asks individuals to pledge good deeds for this year’s day of remembrance and support those who suffer from food inaccessibility. (Note the two “IIs” in UNIITE.) 9/11 Day partnered with [David&Goliath](https://dng.com/) on the effort, which spans the good pledge, Meal Pack events nationwide and the film below. “After 9/11, we learned that whatever differences we may have—political, cultural, racial, religious or otherwise—really are small compared with everything we share,” says David Paine, 9/11 Day’s cofounder and president. “We shouldn’t need another tragedy to remember that. So on this 25th anniversary, we’re asking people not simply to look back and remember how united America was after 9/11. We’re asking people to demonstrate that we’re still capable of that kind of unity today.” [Pete Davidson](https://en.wikipedia.org/wiki/Pete_Davidson) headlines the film. His father, Scott Davidson, was an NYC firefighter who lost his life while guiding people to safety at the World Trade Center. At the time, Pete was just 7 years old. The short is grounded in simplicity. Davidson makes his way onto the set and explains what 9/11 Day wants to achieve—noting that his dad would have approved. Play The double I’s hold different meanings, representing the towers that fell on the day of the terrorist acts. “But they also represent individuals coming together, person to person,” explains David Angelo, founder and creative chairman at David&Goliath. “Throughout the campaign, they transform into symbols of service and connection: two volunteers standing together, work gloves, grocery bags, paint cans and other everyday representations of people helping people.” “The film really grew out of the idea that maybe the most powerful way to honor those we lost is to bring that spirit back—the spirit of showing up for one another and remembering the good that connects all of us,” he says. While the immediate effort seeks to inspire 1 million good deeds, the larger goal is generational. Paine emphasizes that one of the main drivers of the overall campaign is to reach the younger generations who may only have a cursory understanding of the terrible events that struck the nation. “We now have roughly 100 million Americans under the age of 25 who have no personal memory of 9/11—that was very much on our minds as we developed this campaign.” He is adamant that young people don’t need to inherit the trauma of 9/11, but rather “inherit the lesson of what happened afterward—the courage, compassion, service and extraordinary unity that emerged from one of the worst days in our history.” “UNIITE for Good” sets out to establish the idea for future generations that one of the ways to remember 9/11 is by doing something good for someone else. “Then we’ve created something that can endure long after those of us who personally remember that day are gone.” The organization has set up its site for anyone to visit and simply sign up for a good deed. Paine says people are committing to things like helping a neighbor, donating blood, thanking a first responder, checking in on somebody who’s lonely, supporting a food bank, mentoring a young person, or volunteering at an animal shelter. He adds: “One individual act may seem modest. But when a million people do something good at roughly the same time, collectively that becomes something very powerful.” The Meal Pack events resonate with this ideal. Tens of thousands of volunteers are gathering in communities across the country to pack millions of meals for people facing hunger. The campaign will run through Sept. 11, including the national moment of silence at 9:11 that morning. “We’re not defining heroism as some enormous act,” says Angelo. “We’re saying that every person has the ability to make someone else’s day a little better. That’s the spirit we saw in the days following the attacks in 2001, and it’s the same spirit we’re trying to embrace with this movement.” ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** Advertising **Tags:** Pete Davidson **Sections:** Entertainment, Trending --- ### [Propellerhead's Aidan Tanner Got His Big Break When He Cold-Emailed Will Smith](https://musebyclios.com/2-minutes-with/propellerheads-aidan-tanner-got-his-big-break-when-he-cold-emailed-will-smith/) **Published:** September 10, 2026 **Author:** Shahnaz Mahmud **Content:** [Aidan Tanner](https://www.instagram.com/aidan/reels/) is a Canadian filmmaker, director and the founder of [Propellerhead](http://www.instagram.com/propellerhead), an L.A.-based social content studio. His career began with a cold email to Will Smith, leading to five years creating content and playing a key role in the launch of Smith’s media company. Blending cinematic craft with internet culture, he has also collaborated with Tom Cruise, Jessica Chastain, and Lupita Nyong’o. Aidan has powered social marketing campaigns for the latest installments of the *Mission: Impossible* franchise and Season 5 of Netflix’s *Stranger Things.* We spent a few minutes with Aidan to learn more about his background, inspirations and how horror films sparked his passion for the craft. ### Was there an “a-ha” moment in your life that made you realize what you wanted to do? Looking back, my earliest “a-ha” moment was one I didn’t even realize at the time: receiving a Fisher-Price toy camcorder for Christmas at age five. It didn’t actually record, but let me look through the viewfinder to frame shots. I spent the next few weeks eagerly racing around the house framing up everything in sight. Noticing my enthusiasm, my parents bought me a real digital camera a couple years later, which let me start editing my own short films. Once I figured out how to edit, that became my first truly conscious “a-ha” moment. ### What’s the best career advice you actually followed? “Don’t focus on building the wall, just lay one perfect brick every day.”—[Will Smith](https://en.wikipedia.org/wiki/Will_Smith) ### Who do you look up to, professionally and personally? I admire[ Christopher Nolan ](https://en.wikipedia.org/wiki/Christopher_Nolan)and his ability to communicate very nuanced stories on a large scale. I find him to be extremely intentional with his choices, and he seems to constantly challenge himself to push the spectacle of cinema to the next level. The subject matter of his films feels substantial and universal. ### What’s a source of inspiration you return to constantly? The Internet and social media. I feel like countless artists put their work online every day, experiment and break boundaries. I find myself saving hundreds of posts a month to come back to for inspiration. ### Is there a creative tool more people should know? With everything happening in the world of AI, we are in a place where people focus more on optimizing and productivity tools than on doing the work itself. [Apple Notes ](https://support.apple.com/en-us/118442)is still one of the best productivity tools out there because of how simple and accessible it is. ### What’s the best podcast for smarter thinking? [“Founders” ](https://www.founderspodcast.com/)goes into detail about the origin stories of some of the most renowned business and creative minds. [“Scriptnotes”](https://en.wikipedia.org/wiki/Scriptnotes) dives into the details and nuances of cinematic storytelling and screenwriting. ### How did you first get interested in film? As a kid, whenever my family rented horror movies from [Blockbuster](https://en.wikipedia.org/wiki/Blockbuster_(retailer)), I’d talk them into letting me watch alongside them. Even though they scared me, I figured out that watching the behind-the-scenes featurettes on those DVDs was the quickest way to conquer that fear. That’s when I realized filmmaking and directing were real possibilities. ### What movie set do you wish you could visit in real life? [*2001: A Space Odyssey*](https://en.wikipedia.org/wiki/2001:_A_Space_Odyssey). This film had some of the coolest practical sets, and they would have been so cool to see in person. Not to mention, it would’ve been a dream to watch [Stanley Kubrick](https://en.wikipedia.org/wiki/Stanley_Kubrick) work. ### You’ve got 2 minutes with the industry … What’s your hot take? With generative AI creeping into filmmaking and the technology getting better and better, we are bound to see some very impressive, if not uncanny, results. That said, no matter how much these generative AI tools empower an artist and further democratize the craft, once an artist discloses their use, all validation will be stripped away from them immediately. I feel that most artists create their work to share it and receive feedback from an audience. Most of the positive feedback we’re seeing online right now about generative AI focuses on the technology’s advancement and the quality it has achieved, not the creativity, storytelling, or effort involved. It is hard to envision a world where an audience’s feedback on a film made primarily using generative AI is positive towards the artist and rewards their effort. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:amy.corr@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With **Tags:** propellerhead **Sections:** Community Voices, Entertainment --- ### [Even AI Isn't Itself When It's Hungry, Snickers Says](https://musebyclios.com/advertising/snickers-says-even-ai-isnt-itself-when-its-hungry/) **Published:** September 4, 2026 **Author:** David Gianatasio **Content:** ![Man's face reflected in a car's rearview mirror, seen through a rain-soaked windshield.](https://cdn.musebyclios.com/wp-content/uploads/2026/09/04092932/snickers-tattoo1-1.jpg)You ask AI if you can credibly rock a scorpion tattoo. The tech says to slap that tat right across your face. Hm, seems like that bot isn’t quite itself today. And if advertising has taught us anything, it’s that Snickers can bring famished folks entities back to themselves. Can a digital treat brimming with virtual peanuts, chocolate and caramel soothe fussy machine intelligence? Let’s watch BBDO’s cute variation on its famous “You’re Not You When You’re Hungry” ad series and find out: Dude, go for it anyway. That would be a sweet sting in the tale. Next, AI assures a runner that no marathon training is necessary, as “the human body is capable of amazing things.” Sounds good, but there might be a downside… “Snickers has long been the remedy for out-of-character moments,” says Ashley Gill, brand & content VP at the brand’s parent, Mars Snacking. “As generative AI becomes part of everyday life, we’re playfully reinventing the way Snickers connects with our fans in today’s culture.” “Whether it’s a person losing their cool or an AI chatbot consistently agreeing with you, the truth hasn’t changed. When you’re not acting like yourself, we believe you maybe just need a Snickers.” Good Behavior director [Pete Marquis](https://petemarquis.com/) rocks an underrated vibe. The approach feels true to the campaign’s famous flavor while adding a relatable contemporary spin. “This campaign pokes fun at our budding reliance on AI, but the project itself renewed my faith in the people behind the work,” Marquis tells Muse. “It was one of those jobs where nature tried to mess with us at every turn. Sudden winds blew over equipment. An old fan blew up and caught fire. Stuff like that was constantly threatening to derail the day.” In fact, to pull off the Tattoo spot, the team leaned into good-old human ingenuity. “Our main character was supposed to be noticing a ‘cool-looking tatted guy’ on a street corner in a sleeveless shirt,” Marquis recalls. “But the morning we were supposed to film, there was heavy rain. It’s hard to look cool and show off your sweet tats under pouring rain. So, we changed the main character to be a ride-share driver and re-blocked it on the fly.” “It was moments like that one, where having a super smart creative team, an awesome client and amazing actors who make everything funny no matter what’s thrown at you really helps. As long as no one’s hungry.” The work began rolling out this week. Interactive elements on Reddit and Snapchat let users unlock free Snickers through DoorDash while supplies last. **Related:***[ Trapped Mountain Climbers Turn to Snickers](https://musebyclios.com/advertising/trapped-mountain-climbers-turn-to-snickers/)* ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Ad of the Week, Advertising **Tags:** BBDO, Snickers **Sections:** Trending --- ### [Aquamar's 'Chickensanity' Turns Mealtime Into Surreal Time](https://musebyclios.com/worldviews/aquamars-chickensanity-turns-mealtime-into-surreal-time/) **Published:** September 8, 2026 **Author:** David Gianatasio **Content:** Here are some notable campaigns that broke far and wide in recent weeks, selected by Muse sibling [Ads of the World](https://www.adsoftheworld.com/). ### Aquamar, ‘Chickensanity’ Agency: One23West Aquamar has identified North America’s real dinner problem: chicken, chicken and, apparently, more chicken. “Break Free From Chickensanity” turns our obsession with the bird into a surreal psychological thriller, following a family trapped in an endless loop of the same chicken meal night after night. Just when it feels like they may never escape, Aquamar arrives with an easy-to-prep seafood intervention, offering a delicious escape from poultry purgatory. [Read More](https://www.adsoftheworld.com/campaigns/chickensanity) Play ### The Link School of Business, ‘Against the Current’ Agencies: Anonima • Not Brand Studio The Link School of Business trumpets its arrival in Miami by turning entrepreneurship into an underwater journey. A lone fish leaves its massive school and faces fear, setbacks and uncertainty before reaching its destination. Created with AI, the project uses the journey to express Link’s core belief: Entrepreneurs don’t follow markets, they create them. [Read More](https://www.adsoftheworld.com/campaigns/against-the-current) Play ### Castle Milk Stout, ‘Sign Your Clan’ Agency: Retroviral Castle Milk Stout is giving South Africa’s deaf community a new way to say who they are. After two-and-a-half years working with sign language experts, the brand has created the world’s first Clan Signs, giving the nation’s 4 million deaf and hard-of-hearing people a way to sign their clan names for the first time. Seven signs have been formally ratified, and this campaign illustrates the idea through the story of a deaf couple who incorporated clan signs into their everyday lives. The work builds on Castle Milk Stout’s “Savour Your Richness” platform, turning cultural heritage into something that can finally be seen, shared and signed. [Read More](https://www.adsoftheworld.com/campaigns/sign-your-clan) Play ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Worldviews **Tags:** aquamar, Castle Milk Stout, link school of business **Sections:** Trending --- ### [7 Brand Culture Myths the U.S. Open Just Debunked](https://musebyclios.com/musings/7-brand-culture-myths-the-us-open-just-debunked/) **Published:** September 9, 2026 **Author:** Luz Corona **Content:** A longstanding challenge in the industry is highlighted by the ongoing debate over [content creators attending Wimbledon and the U.S. Open](https://www.espn.com/tennis/story/_/id/49851563/wimbledon-take-stand-influencers-us-open-chaos): brands have become very good at finding, targeting, and distributing messages to people, but less adept at understanding the cultures those people participate in, the communities through which those cultures evolve, and where their brand or product can credibly play. ICYMI, creators and spectators attending the Open recently came under fire for interrupting matches by taking photos and making excessive noise during points. The backlash has led Wimbledon to confirm it will [not offer official media accreditation to creators](https://www.espn.com/tennis/story/_/id/49851563/wimbledon-take-stand-influencers-us-open-chaos) or influencers for its 2027 tournament. We call everything “culture” now. Convenience isn’t culture—it’s a behavior. A trend isn’t culture—it’s a signal. Simultaneously, “community” has become one of marketing’s favorite buzzwords. Brands want to build them, partner with them, activate them and turn them into growth engines. But too often, we apply the same tried, tested and frankly tired playbook we have always applied to consumers: identify, segment, target and activate. Yet, communities are not and have never been consumer segments. A community is something people create for themselves around their Culture Stack: the combination of interests, identities, experiences, influences and lived culture that gives people something to connect over and exists whether your brand is there or not. There are seven misconceptions brands need to understand. **1. Culture is not a channel** Brands have become very good at thinking of culture as somewhere to show up: sponsorship, player endorsement, creator partnership, collaboration, activation, social campaigns. But culture isn’t a media channel waiting to be bought. It is the context in which people live, participate, create, argue, obsess and connect. It also evolves in places and spaces that big data and social listening don’t necessarily see: emerging scenes, grassroots communities, fandoms and conversations or behaviors that may not yet show up on a dashboard. That is where Cultural Intelligence matters: understanding what is changing, who is shaping it and why it matters before deciding what to do. **2. Reach is not influence** We have become overly reliant on follower counts as a proxy for influence. Real cultural influence comes from credibility, lived experience, expertise and participation. The most valuable voice in a community may have millions of followers—or none at all. I call them cultural voices. **3. Showing up isn’t participating** For brands wanting to be part of tennis (or any) culture, buying access to a large-scale calendar event doesn’t tell you what to do once you’re there. As a result, the playbook remains familiar and the output increasingly formulaic. That tried, tested, and tired playbook is still tired, even on center court. The question isn’t where we can place our logo. It is understanding what is happening within that culture well enough to know what only our brand can make possible. It starts with Cultural Positioning—the unique role that only your brand can play in the world. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/09/09115618/Screenshot-2026-09-09-at-11.53.07-AM-edited-1024x683.png)Credit: Culture-Led Brands**4. Communities aren’t homogeneous** People can share a culture while having very different entry points, motivations, behaviors and relationships with it. An audience mindset versus a demographic approach recognizes those connections rather than forcing people into neat persona boxes. It looks at cultures, interests, communities, voices, behaviors and the relationships between them. Take London’s Arsenal FC or the New York Knicks. Their relevance doesn’t live solely in the sport or the match. It is shaped by the communities, culture, city, creators, players, fans and conversations surrounding them. **5. Culture doesn’t work to a campaign calendar** Communities don’t switch on when a campaign launches, and culture doesn’t disappear when the media budget runs out. Yet today’s marketing is still largely organized around campaign windows: brief, create, buy, optimize and move on. A Cultural Pipeline gives brands a way to understand when to listen, participate, create or step back as culture evolves. Because the commercial prize is the relevance that compounds. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/09/09115356/Screenshot-2026-09-09-at-11.51.47-AM-1024x694.png)Credit: Culture-Led BrandsWhen people talk about, share, buy, recommend, advocate for, and choose a brand outside of a paid campaign—that’s true growth. **6. Failing to add value means you’re just extracting** A campaign brief, content deliverables, and media objectives don’t automatically constitute participation. Sometimes, they are simply extraction. The stronger question is: what can the brand contribute? It’s about creating better conditions for the culture to thrive—through investment, access, platform, opportunity, product innovation and amplification. The shift is from extracting from culture to adding value to it. **7. The organization has to change too** Culture is evolving in places and spaces big data and social listening don’t see, so simply changing external marketing work isn’t enough. You cannot build a culturally agile brand within an organization that only trusts what can already be measured. That means integrating Cultural Intelligence upstream, bringing cultural voices into decision-making earlier, and challenging the Corporate Algorithm: the inherited processes, structures and behaviors that reward predictability and familiarity precisely when brands need to be more curious about what is emerging. Communities don’t need brands to arrive and tell them what to do. They are already creating culture. And ultimately, the opportunity is bigger still: not simply to build brands that stay relevant to culture, but organizations capable of staying relevant as culture inevitably changes. **Related:** *[How Ross Pomerantz Built His ‘Corporate Bro’ Brand Into a Workplace Comedy Destination](https://musebyclios.com/creators/how-ross-pomerantz-built-his-corporate-bro-brand-into-a-workplace-comedy-destination/)* ![author avatar](https://secure.gravatar.com/avatar/6b6bfb2f77a71b59d600c283859735f5d62b2631c0b7c29a530b306cb0abde04?s=300&d=mm&r=g) Luz Corona [See Full Bio](https://musebyclios.com/author/luzcorona/) [ ](https://musebyclios.com/author/luzcorona/) **Categories:** Musings **Tags:** content creators, Sports, trends **Sections:** Community Voices, Entertainment --- ### ['47 Hits the Road for a Game of Pool to Launch Its 'Everyday' Collection](https://musebyclios.com/fashion-and-beauty/47-hits-the-road-for-a-game-of-pool-to-launch-its-everyday-collection/) **Published:** September 10, 2026 **Author:** David Gianatasio **Content:** Cue the intense Americana and prepare to play some pool. [Nicholas Maggio](https://www.imdb.com/name/nm8315990/) directed the short film below for ’47, staging an unusual billiards showdown in a dusty desert dive to introduce the apparel brand’s “Everyday” collection. “Story arc, narrative and setting are crucial to everything we do,” ’47 VP of marketing Patrick Cassidy tells Muse. “The product is meant to be a natural fit within that universe we have been creating brick by brick over the last 12-15 months.” “The task here was to answer the question: ‘How do you launch a new, premium T-shirt and fleece franchise in a world-building way?” Kudos for the rich visual storytelling, punctuated by neat touches—like the music booming and fading as our hero exists his car. There’s no hard sell or even any dialogue, just road-trip imagery that floats in the heat and tricky shots (in terms of both camerawork and pool). Some might expect a bigger payoff at the end. But this tale’s more about dressing for the trip than savoring the destination. And the dude got to keep his $20. There’s that, too. The work marks ’47’s latest culturally attuned effort. Others include a [collegiate collab with New Parke](https://www.today.com/shop/new-parke-47-collection-rcna594178) and its high-profile [Philly bakery takeover](https://musebyclios.com/sports/47-brand-takes-over-storied-south-philly-bakery-for-mlb-all-star-week/) timed to MLB’s All Star Game. In an experiential vein, on Sept 13, ’47 will host a “come as you are” takeover at Ave Bar in NYC’s East Village. The event culminates with a 7 p.m. watch party for the Giants vs. Cowboys game. Below, Cassidy explains ’47’s evolving strategy and explains how the fresh work was born. ### What’s the genesis of the story? This is a very important product launch for ’47’s portfolio. It is deserving of a strategic full-funnel marketing experience for the consumer that runs the gamut of touch points, from brand storytelling to educational content to media and activation over a sustained period of time. It all starts for us though with this brand-led, hero film. We wanted to tell a social-first, rich story in a compact amount of time that has an arc, a sense of place and emotional stakes, and where the characters happen to make what might be traditionally thought as ordinary—a t-shirt and hood—look effortlessly cool. With that in mind, we sought out a director who has his own rich experience in that exact type of creative and visual style we were looking for—Nicholas Maggio. We had been tracking Nicholas’ work for a long time and felt like this was the perfect time to work with him. Nicholas got the vision right away and we built this story together. ### How is this different from past efforts? New emphasis? New target audience? Over our almost 80 years as a brand, our reputation has primarily been centered on the excellence we have built in headwear. Over the years though, our expertise in apparel design and development has evolved aggressively and the Everyday Tee and Fleece are the premiere examples of what we can do. To that end, in this campaign, Everyday deserves to stand alone. It might be the first time ever that there intentionally is not a ’47 hat to be seen anywhere in the content. We believe that the Everyday product is that strong. ### When people see the work, what’s their big takeaway? Our goal when someone encounters ’47, either through content or activation, is always the same. For those that already know and love us, let’s continue to surprise them with how we show up and the stories that we tell. For those we are meeting for the first time, let’s make a great first impression and bring them into our world. ### How does the hero spot fit in? For this film and campaign, as a brand known for its pride and in its Boston roots, we hope that an unexpected desert setting grabs the viewer from the jump, and that they are immediately pulled into this story of two characters who are clearly on a collision course. And yes, at the end of the day, we want people to take notice of how great this product looks and moves on the main characters. ### That location looks pretty authentic. We shot it at an old movie set in the desert that had a decidedly classic Americana aesthetic to it, located an hour or so north of Los Angeles. It was shot partway through the summer. So it was brutally hot on set and air conditioning was basically non-existent. Tim Murphy, who plays the father, was the real MVP. He was in his Dallas Cowboys Everyday hood the entire time. And no matter how hot it got on the pool hall set, the guy never even broke a sweat. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/09/10082756/47-2.jpg)**Related:** *[Beyoncé Remakes Another Vintage Levi’s Commercial](https://musebyclios.com/music/beyonce-remakes-another-vintage-levis-commercial/)* ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Fashion and Beauty **Tags:** 47 Brand **Sections:** Lifestyle --- ### [Why Immersive Brands Need More Than Spectacle](https://musebyclios.com/2-minutes-with/why-immersive-brands-need-more-than-spectacle/) **Published:** September 9, 2026 **Author:** David Gianatasio **Content:** To mark the release of[ *Spider-Man: Brand New Day*, Little Caesars and Sony Pictures](https://lbbonline.com/news/Little-Caesars-Spider-Verse-Webberoni-Pizza-Peter-Parker-Pop-Up) built a full-scale replica of Peter Parker’s apartment in a Brooklyn warehouse: Spider webs on the walls, an unmade bed, stacks of books and Little Caesars pizza boxes strewn around. No branding pushed to the front, just the brand quietly embedded inside a world that already existed. Hundreds of fans queued around the block for the one-day experience, where they could explore Peter’s home and try Little Caesars’ new Webberoni Pizza. The idea travelled naturally online too, with creator Caleb Simpson—known for touring people’s houses—giving his millions of followers[ a tour](https://www.instagram.com/reel/DaN72FOxV55/?hl=en). Little Caesars had found a natural role within the story, making its product part of the experience rather than plastering its identity over it. That’s the subtle distinction many teams miss about immersive marketing. They start by asking how to create an impressive experience, rather than what kind of experience makes sense for their brand. As event budgets grow, this distinction is becoming more important. With 86 percent of B2B marketers and 84 percent of consumer marketers[ increasing event spending](https://snapbar.com/blog/experiential-marketing-statistics) this year, more immersive activations will compete for attention and ROI. But bigger or more technologically impressive doesn’t mean more meaningful. The opportunity is to express something about the brand that other formats can’t. ### Coherence Over Consistency For decades, brand systems were built around consistency: the same logo, color palette and visual language wherever a brand appeared. Those things remain important, but we now experience brands on our phones, at live events, through creators and in physical spaces. Visual consistency alone can’t do the job. Brand identity is no longer simply something you look at; it’s something you enter and feel. Brands increasingly need to be spatial, temporal, behavioral and sensory. What matters is coherence: the feeling a brand gives you and how it behaves, even when its expression changes. Netflix increasingly extends its identity beyond the screen through Netflix House and live events. For *The Roast of Kevin Har*t, the closing night of Netflix Is a Joke Fest at L.A.’s Kia Forum, we needed an experience that worked for the audience in the room and millions watching at home. Drawing on championship boxing, the visual identity positioned the roast as a comedy prizefight, with graphics and screen content shifting in response to the comedians. The point wasn’t to reproduce Netflix’s usual branding, but to capture the comedy, culture, celebrity and energy that feels at home on the platform. The special pulled 13.5 million global views in its first week. Guinness takes the same logic: its Storehouse in Dublin doesn’t merely dress a building in brand colors, it walks visitors through the brand’s own history and craft floor by floor. The architecture couldn’t belong to any other beer brand. In 2024, it attracted 1.65 million visitors, a 10 percent increase from the previous year. ### Dive Deeper Spectacle can get attention, but immersion needs to do more: it should let people experience what makes that brand distinctive. Big screens, elaborate sets, lighting and sound can make something feel important while still giving it very little to say. The useful test is simple: does the experience emerge from the brand, or has the brand simply been applied to it? When I walked past a recent pop-up in New York, its oversized fruit and yellow and orange sculptural trees certainly caught my attention. But the connection felt superficial: recognizable wellness imagery without much sense of why the experience could only have come from that brand. An activation can be highly branded and visual without telling you anything distinctive. Without that foundation, spectacle quickly feels performative and hollow. The challenge becomes even clearer when working in large-scale immersive venues with wraparound non-traditional screens, spatial audio and other sensory technology. With these unique venues, spectacle is guaranteed. For the CEO keynote at HPE’s annual Discover conference, we needed to take that spectacle and make it recognizably HPE. Their brand promise to “Unlock Ambition” gave us that foundation: an abstract idea that the scale and architecture of an immersive venue could make tangible. Working with HPE, we developed a series of cinematic films to take advantage of the epic-scale digital canvases. At their core, the films center on HPE’s commitment to ambitiously advancing AI and human intelligence, fully immersing audiences–figuratively and literally–as participants in the stories. The films sparked something powerful: collective wonder. The same principle was applied differently to BetMGM’s Court of Legends, where an unused nightclub inside the Bellagio Hotel in Las Vegas became an underground basketball venue built around a 65-panel LED half-court. Different segments had their own identities, from sophisticated Las Vegas for the Cavinder Twins showdown to a rawer Dunk Exhibition. The technology allowed BetMGM to become physical, with the court acting as an engine for live sport, entertainment, spectatorship and betting—behaviors already intrinsic to the brand. ### Design the Conditions, Not the Outcome The most interesting thing about immersive work is that you don’t completely design the experience. You design the conditions for an experience to happen. As soon as somebody participates, they gain some authorship over it: deciding where to look, what to do and what to share. Increasingly, creators also serve as de facto media outlets. “Court of Legends” didn’t rely on a traditional media buy; its reach came through a livestream and the global creators attending the weekend, who interpreted the experience for their own audiences. That requires accepting some loss of control. Not everybody will experience or like something in the same way, but that’s what makes participation powerful. A strong foundation lets audiences take an idea somewhere unexpected without losing its connection to the brand. Ultimately, brands need a strong point of view: an understanding of what they stand for and how that can translate into behavior, feeling and experience. Because when a brand invites somebody into its world, the question they’re really asking is: What are you actually about? **Related:** [*Betting Apps Make Culture Plays With Kevin Hart, Nick Jonas and Jon Hamm*](https://musebyclios.com/sports/betting-apps-make-culture-plays-with-kevin-hart-nick-jonas-and-jon-hamm/) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** 2 Minutes With **Tags:** Sibling Rivalry **Sections:** Community Voices, Entertainment --- ### [Beyoncé Remakes Another Vintage Levi's Commercial](https://musebyclios.com/music/beyonce-remakes-another-vintage-levis-commercial/) **Published:** February 24, 2025 **Author:** David Gianatasio **Content:** Cue Beyoncé for a mean game of billiards in her latest denim-drenched Levi’s commercial reboot. Bey’s song “Levii’s Jeans” serves as the soundtrack. The artist teamed up with Levi’s last fall for a [fresh take](https://musebyclios.com/music/beyonce-reimagines-a-levis-classic/) on “Launderette,” one of the U.K.’s most beloved ads from the ’80s. “Pool Hall” riffs on a [1991 spot](https://www.youtube.com/watch?v=gN4fkh-NHLc). In the new version, Beyoncé’s track—from her Grammy-winning album Cowboy Carter—replaces the Clash’s “Should I Stay Or Should I Go” as the tune du jour. “Levi’s has always built on its rich denim history, reinterpreting it in new cultural moments and proving that reinvention is at its core,” says Kenny Mitchell, global CMO at Levi Strauss. “‘Pool Hall’ honors our heritage while breaking ground, giving fans a chance to personalize their Levi’s and express their unique style.” By reinterpreting vintage creative, the brand seeks to make a fashion statement in the here and now. Bathed in Bey’s glow, this approach pushes advertising itself to the forefront of water-cooler conversation. (Where, sadly, it’s slowed to a trickle in recent years). Similarly, Bey’s put her own spin on timeless country tropes, reworking classic themes with fresh beats for a new generation. Thus, the superstar singer and Levi’s feel aligned in their missions, each taking a few steps back to vault ahead. “For the second chapter in our collaboration, we had even more fun in reimagining the denim-on-denim narrative, through the lens of a woman, who can be sexy, bold and a fierce competitor—all at once,” Beyoncé says in press materials. “We wanted to celebrate the duality of grace and power.” Melina Matsoukas directed through de la revolućion/Prettybird. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Fashion and Beauty, Music **Tags:** Beyoncé, Levi's **Sections:** Entertainment, Lifestyle, Trending --- ### [The Story Behind Verizon's Summer Sizzler With Stephen Kalyn](https://musebyclios.com/film-tv/the-story-behind-verizons-smokin-summer-pitch-with-stephen-kalyn/) **Published:** July 8, 2026 **Author:** David Gianatasio **Content:** Verizon just launched a streamlined, flat-rate [Simplicity Plan](https://www.verizon.com/plans/unlimited/?customer_id=279-516-8739&cmp=KNC-C-Mobility-NON-R-BP-NONE-NONE-2K0VZ0-COE-GAW-12333&kpid=go_cmp-17692348257_adg-200614416154_ad-814975440234_kwd-2487749822841_dev-c_ext-_prd-_sig-CjwKCAjw6rfSBhAqEiwA_yocplUNFgAAoW-QuiUb7z3Wze0uJ8o6M3QsBF7G_2xCchHeKRSxaPS2IRoCfo0QAvD_BwE_sigb-0AAAAAD6-lLtuZw1-WPtVcAE6GuJhf0cVx_siwb-CkAKCAjwx7LSBhBkEjAAxxLDha489C_2ICCTt05dLyjxN3QcExSDFhwbwTaijSR0C6xE2jUeHYSir6w3oooaAu5K&gad_source=1&gad_campaignid=17692348257&gbraid=0AAAAAD6-lLtuZw1-WPtVcAE6GuJhf0cVx&gclid=CjwKCAjw6rfSBhAqEiwA_yocplUNFgAAoW-QuiUb7z3Wze0uJ8o6M3QsBF7G_2xCchHeKRSxaPS2IRoCfo0QAvD_BwE). How to hype the offer? Hire heartthrob Stephen Kalyn, the star of Amazon Prime’s *Off Campus,* to strut around minimalist sets and pose seductively on a sofa, how else? “It’s you. It’s only you. You’re the one,” dude begins. “There’s no confusion. I’m done with the noise. Done with the games. Every word, every promise is real.” Sex sells. It’s that simple. And it’s darn effective, too, with Steve’s studly monochrome musings earning nearing 10 million views across all platforms since its launch a few weeks ago. Verizon’s teasing proves pleasing, with a faux-artsy approach that lends a touch of camp to the … affair. The commercial doesn’t take itself too seriously, and that’s a big part of its charm. Form meets function, with the set-up mirroring the straightforward nature of the Simplicity Plan. The work channels Peloton’s [recent hot spot](https://musebyclios.com/film-tv/the-story-behind-hudson-williams-peloton-hot-spot/) with Hudson Williams—who, like Kalyn, plays a hockey star on a hit series—and the sensual couch surfing of Calvin Klein’s [uber-popular 2024 effort](https://musebyclios.com/film-tv/chefs-kiss-jeremy-allen-whites-allure-of-ambiguity/) featuring Jeremy Allen White. Verizon’s in-house team created the commercial with production help from Ogilvy and Anonymous Content. Bardia Zeinali directed. There’s a Times Square billboard too: ![](https://cdn.musebyclios.com/wp-content/uploads/2026/07/08150839/BB.jpeg)Here, Ricardo Aspiazu, SVP of creative & brand design at Verizon, explains how the brand brought the heat: ### Why cast Stephen? If you want to connect with culture, you have to actually be invited to the party. Right now, Stephen Kalyn *is* the party. Everyone is watching Off Campus, but we didn’t just want to drop him into a telco ad. We wanted to do something unique. A first for us and a first for Stephen. ### The work resembles retro fashion appeals. That was intentional, yes? The idea really sparked from a simple realization: the wireless industry is notoriously, agonizingly complicated. We wanted to launch our Simplicity plan by doing the exact opposite. We looked at those iconic, stripped-back 90s Calvin Klein ads, which are pure nostalgia and cultural gold, and realized that stripping away the noise is actually incredibly alluring. So we put Stephen in a moody, dramatically lit studio, turned down the volume and let him sell a phone plan like it was a luxury fragrance. ### What’s the brand takeaway? The takeaway is immediate: Simplicity is sexy. It works for Verizon because it proves we aren’t just listening to the zeitgeist, we’re actively shaping it. ### Who is the target audience? What’s their call to action? Our audience isn’t defined by a demographic; they’re defined by a shared frustration. Everyone, from Gen Z to Boomers, is exhausted by the modern tech tax, the hidden fees, the fine print, the sheer madness of legacy industries putting bureaucracy over good sense. When people watch this, I don’t want them to feel like they’re being sold to. I want them to feel a collective sigh of relief. It’s an antidote to the chaos. The call to action isn’t a flashing “Buy Now” button; it’s a mindset shift. We want them to realize that Verizon is drawing a line in the sand. We’re done with the complexity. We’re making wireless simple, and yes, we’re making it look good, too. ### There must be some fun anecdotes from the shoot… The energy on set was electric because everyone knew we were making something inherently unconventional. From day one, we banned the words “commercial” and “ad spot.” We weren’t building a marketing campaign; we were creating entertainment. When you put a massive cultural star like Stephen in a completely bare, cinematic environment, there is nowhere to hide. You can’t rely on flashy graphics or loud music. It forced us to rely entirely on pure storytelling and performance. The best moment was watching the crew realize that, blocks away from the usual corporate noise, we were essentially shooting a high-fashion art piece for a wireless company. That’s how you cut through the static. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Ad of the Week, Film and TV **Tags:** Verizon **Sections:** Entertainment, Trending --- ### [It's a Whole New Ballgame for 'NBA 2K'](https://musebyclios.com/sports/its-a-whole-new-ballgame-for-nba-2k/) **Published:** September 9, 2026 **Author:** David Gianatasio **Content:** *NBA 2K* cover stars Victor Wembanyama, Caitlin Clark and Derrick Rose are all hoops, all the time. Care to join them? That pretty much sums up the video game’s message in fresh work dropping this week from Goodby Silverstein & Partners. “*NBA 2K* isn’t a title that ships in September and then goes quiet,” Leah Barash, the brand’s senior marketing director, tells Muse. “We’re a live service game that runs 24/7, and our ambition and volume of work go up every single year.” With that in mind, “We built the world around the idea that basketball obsession never shuts off: Glowing courts, neon signs, a city alive after dark, shot clocks and countdowns creating an always-on energy.” Such imagery powers the push, which intentionally plays like a league tip-off effort, rather than a gaming promo, as the title with [surging sales](https://finance.yahoo.com/markets/stocks/articles/two-q1-earnings-beat-estimates-161100338.html) seeks to embed itself even deeper into the culture. Streetwear, kicks and court slang help define the broader basketball experience. *NBA 2K* wants to join them. To that end, the media plan leverages most major video and social platforms for maximum scalability and appeal. “It’s something we—and our audience—actually live. Basketball is in us every second of the day–’Ball Over Everything,'” says GS&P creative director Jeff Fang . “We’re watching NBA and WNBA games, debating the GOAT, scrolling highlights, running pickup, thinking about the next game. We’re obsessed with ball. And when there’s no game to watch or court to play on, *NBA 2K* becomes the sanctuary for ball.” > [View this post on Instagram](https://www.instagram.com/reel/DchILh2iKff/?utm_source=ig_embed&utm_campaign=loading)[A post shared by NBA 2K (@nba2k)](https://www.instagram.com/reel/DchILh2iKff/?utm_source=ig_embed&utm_campaign=loading) “We threw out the traditional launch playbook because we wanted to give basketball-obsessed fans as much as possible,” Fang says. “Instead of building everything around one :60, we approached the campaign more like a mixtape: 30 unique pieces of content, dropping day after day. That meant a month-long production spanning eight shoot days, five cities and more than 10 NBA and WNBA athletes.” That format, he says, gave each athlete a chance to highlight their specific relationship with basketball—”the mentality, competition and community that fuel their obsession. And because so many of them genuinely play *2K*, some of the best moments happened when the cameras were simply capturing them being fans.” “One of our favorites was watching Tyrese Haliburton light up when he learned *NBA 2K27* was adding [MyCareer Eras](https://nba.2k.com/2k27/features/mycareer/). Those moments made the whole thing feel less like athletes appearing in an ad and more like hoopers geeking out about ball with other hoopers.” **Related:** [*Nike Says: Caitlin Clark Can Make It ‘From Anywhere’*](https://musebyclios.com/sports/nike-says-caitlin-clark-can-make-it-from-anywhere/) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Gaming, Sports **Tags:** Goodby Silverstein & Partners, NBA 2K **Sections:** Trending --- ### [Instead of Chasing Trends, Marketers Must Enhance Culture and Communities](https://musebyclios.com/musings/instead-of-chasing-trends-marketers-must-enhance-the-culture-and-add-value-to-communities/) **Published:** September 7, 2026 **Author:** David Gianatasio **Content:** Show up in culture. Move at the speed of culture. Join the conversation. For the last decade, we’ve been chasing the same ambition: cultural relevance. Today, culture has never been more crowded with brands trying to gain attention, especially as consumers get increasingly savvy at skipping advertising. But brands can be as easily forgotten as they’re noticed. Cultural relevance is essential. It drives consideration, preference, brand love, growth. The question isn’t whether relevance matters, it’s how it’s earned. Somewhere along the way, we started confusing being *near culture* with *being meaningful to it*. True cultural relevance isn’t earned through proximity. It’s earned through *contribution*. We’ve misunderstood what culture actually is. When marketers talk about culture, we often mean trends—cultural calendars, celebrities, creators, events, viral moments, memes, the latest social debate. But culture isn’t the content. It’s the people creating it. Culture is made up of communities, connected by shared passions, identities, rituals, ambitions and values. Artists, runners, surfers, gamers, food lovers, fans, creative ecosystems, neighborhoods, cities. The trends are simply the visible expression of those communities. That changes the strategic question entirely. Instead of asking: “How do we show up in culture?” We should ask: “How do we contribute to the community?” “What are they missing?” “What do they want to achieve, and how can we empower them?” Because if those communities genuinely value what you’ve created, a meaningful relationship establishes itself. And culture follows. And relevance grows. The strongest brands increasingly follow this model: Contribution > Brand Kinship > Cultural Relevance - Contribution creates value. - Value earns trust and love. - Trust and love create belonging. - And belonging is what ultimately earns cultural relevance. Brand kinship isn’t another marketing metric. It’s a different ambition altogether. The goal isn’t simply to be recognized. Or even passively loved. It’s to become an active part of people’s worlds. To be essential to them achieving their ambitions. To earn a place so relevant that people would miss brands if they disappeared. That’s kinship. How to achieve this? Through meaningful actions, true added value and positive participation. Contribution doesn’t necessarily mean purpose marketing or philanthropy. It simply means creating something that leaves a community better off because your brand exists. Sometimes that’s entertainment. Sometimes it’s visibility. Or utility. Opportunity. Education. Sometimes it’s creating a stage for someone else instead of yourself. The format changes with each community. But the principle doesn’t. People should receive meaningful value before the brand receives attention. One question has become our filter for almost every cultural platform we create. If this disappeared tomorrow, who besides the brand would miss it? Would creators lose a platform? Would communities lose visibility? Travelers a resource? Fans something they genuinely enjoyed? If the answer is no… You probably only created marketing. Over six years of working with Delta, we’ve seen this formula lead to successful outcomes: Contribution > Brand Kinship > Cultural Relevance. Rather than starting with a campaign brief, we started with what travelers were missing. Delta’s [“Faces of Travel” ](https://www.delta.com/us/en/about-delta/faces-of-travel)filled a representation gap, creating 10,000+ free images and videos that helped more people see themselves in travel—and lifted brand love by 10 points. [“Delta Locals” ](https://news.delta.com/media/video/67951)filled a discovery gap, giving creators and community voices the microphone and helping travelers experience destinations through the people who know them best. And [“Delta Overhead Originals”](https://news.delta.com/delta-and-youtube-premium-debut-new-project-rb-star-leon-thomas) turned a partnership with YouTube into a first-of-its-kind music platform, transforming airline cabins into intimate stages for artists. Different audiences, different ideas, same principle: instead of trying to insert Delta into culture, we created ways for the brand to contribute and earned greater relevance in return. The future belongs to contributing brands. The ones that listen to communities, collaborate with them and create something of genuine value in return. Because the ultimate goal isn’t simply to show up in culture, but to earn a place within it. That’s Brand Kinship. And when you truly belong, cultural relevance isn’t something you have to chase. It’s something people choose to give you. **Related:** [*Why Some Brands Just Show Up in Culture, While Others Belong There*](https://musebyclios.com/musings/why-some-brands-just-show-up-in-culture-while-others-belong-there/) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings **Tags:** Kin **Sections:** Community Voices --- ### [Anh Do, the New Global Music Lead at TBWA\MAL, Believes, 'There Is Rarely Just One Right Song'](https://musebyclios.com/2-minutes-with/anh-do-the-new-global-music-lead-at-tbwamal-believes-there-is-rarely-just-one-right-song/) **Published:** September 7, 2026 **Author:** David Gianatasio **Content:** “If you can’t get the song that you originally wanted, do not make a second-rate imitation of it,” says [Anh Do](https://www.linkedin.com/in/anhdoanhdo/), who joined TBWA\\Media Arts Lab last month as global head of music. “I’ve been on projects where everyone falls in love with a song. But it does not come through and someone wonders, ‘Can we do our own version?’ That can work if the new version has a distinct point of view. But if it is only trying to recreate what made the first song special, pivot.” “Creativity requires flexibility, but that flexibility should lead to a better answer. A soundalike misses the very originality that made you want the artist’s music in the first place. There is more music in the world than we could ever fully explore and countless creative paths to pursue. There is rarely just one right song.” TBWA\\MAL famously serves as Apple’s dedicated creative resource, and the tech giant’s promotional efforts across various markets and media lean heavily on sound and music. Do joined after holding senior posts at Google Brand Studio and Expedia. Muse chatted with Anh about her background, inspirations and plans moving forward. ### Where did you grow up, where do you live now, and how do the two compare? I was born in Vietnam and raised in Orange County, Calif., in what felt to me then like the wastelands of perfect suburbia. As a teenager, I was desperate to escape, sneaking up to Los Angeles for shows and raves and dreaming about a more cosmopolitan life. Looking back, the boredom of growing up there gave me an appetite for elsewhere, for a life that felt bigger and less predictable. I have lived in Los Angeles for many years now, and I love it. ### Was there an “a-ha” moment in your life that made you realize what you wanted to do? There was never one lightning-bolt moment. I arrived at TBWA\\Media Arts Lab by a circuitous route, guided not by some master plan but by passion, curiosity and a willingness to experiment. Music and art have always been the through-line, but how I got here was anything but linear. I have been a musician, worked across art and fashion, owned a boutique creative agency and eventually found my way into music supervision. Some of those choices did not look like forward motion at the time, but each chapter prepared me for the next. I sometimes joke that I have been improvising my way through life and have only recently started making grown-up decisions. Looking back, the detours were the path. ### What’s you favorite music memory? In 2009, my old band was invited to play at All Tomorrow’s Parties, curated by My Bloody Valentine in Minehead, U.K. It became my benchmark for the perfect music festival. It was intimate enough to move between stages in minutes, run into a musical idol and feel connected to the other artists and fans. Everyone was friendly, and even the accommodations were civilized and cozy. I got to see bands that shaped my early musical taste: Television Personalities, The Pastels, Spectrum and Buzzcocks. These were artists I had never had the chance to see in the States. But the peak was watching MBV perform all three nights. Each time, “You Made Me Realize” dissolved into the band’s notorious 15-minute-plus wall of white noise. It was so overwhelming and physical that I had what felt like an out-of-body experience. The whole weekend was such a pure celebration of music that it completely spoiled me. ### Who are your favorite musicians today? I have Olivia Rodrigo’s new album on repeat, and Daisy Chain Fields made me admire her even more. I’m also drawn to Cameron Winter, both solo and with Geese. I’m a sucker for a beautifully whiny male vocalist, from Lou Reed and Bob Dylan to David Berman of Silver Jews and Dan Bejar of Destroyer. The ultimate, though, is Lawrence of Felt. I fell hard for Lana Del Rey when Norman Fucking Rockwell! came out. Always Lana. My 12-year-old son has also become my unofficial A&R department. He controls the car stereo and exposes me to a new wave of experimental rap and electronic music. I began as a captive audience, but more of it is sticking. ### If you could be any musician, who would it be? I think it might be fun to be Brian Eno. He is a self-described non-musician who somehow turned ideas themselves into an art form. He gets to experiment, collaborate with fascinating people and guide the creative process without needing to be the virtuoso at its center. In many ways, he is the ultimate creative director, only with synthesizers. ### Can you talk about one or two of your favorite recent projects? Before joining TBWA\\Media Arts Lab, I worked on [Google’s “The Art of K-Pop Dance” doodle](https://doodles.google/doodle/the-art-of-k-pop-dance/) for AANHPI Heritage Month, featuring LE SSERAFIM’s song “Celebration.” I received an advance of the song and immediately felt that its message, spirit and timing made it the perfect soundtrack for the Doodle. Occasionally, a project comes together at exactly the right cultural moment. The music, the creative idea and the energy of the group’s fandom all aligned, and it was incredibly rewarding to see audiences connect with it so enthusiastically. You can watch it on Instagram or YouTube. Play Another project close to my heart came through my role on the board of Monday Evening Concerts, a music series in Los Angeles devoted to contemporary classical and avant-garde music. Last fall, I was proud to be part of [“Written on Heaven,” ](https://www.youtube.com/playlist?list=PL9e15k41ki349T9hlto56PHkbT5XkDRK_)a portrait of the Ethiopian composer, pianist and nun Emahoy Tsege-Mariam Gebru. I had been deeply moved by her music for more than a decade, so hearing it brought to life in a church was a dream come true. Across two evenings, the interpretation of Emahoy’s music and the intimate setting came together to create something spiritual and truly transporting. Play ### How do you approach finding the right music for campaigns? My approach begins with research: understanding the story, emotion and cultural context. I draw on musical history to connect dots across eras, genres and communities, leading to choices that feel surprising yet inevitable. Then comes collaboration. Finding a great song is not enough. You must articulate why it works and invite others into the idea. I bring a clear point of view while remaining open to a better possibility. The goal is a pairing that makes everyone say, “Of course.” ### Was there a mentor who helped you navigate the industry? I want to give Hector Muelas his flowers. He is one of the most brilliant and perceptive people I know. Five years ago, I was at a crossroads, considering what I wanted to do next. Hector opened a door at exactly the right moment, and that opportunity changed the trajectory of my career. He has a rare ability to recognize what makes people distinctive and create the conditions for them to thrive. He trusted my experience and instincts and gave me the freedom to make it my own. I will always be grateful for his belief in me, his generosity and his friendship. ### You’ve got 2 minutes with the industry… What’s your hot take? This isn’t exactly a scorching hot take, but don’t take things too seriously. This is mostly advice for myself because I’m obsessive and take everything way too seriously. I will probably forget I said this in about two minutes. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:amy.corr@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** 2 Minutes With **Tags:** TBWAMedia Arts Lab **Sections:** Community Voices, Entertainment --- ### [McKinney's Omid Amidi Says Creativity Doesn't Need to Please Everyone, But It Must Have a Point of View](https://musebyclios.com/2-minutes-with/mckinneys-omid-amidi-says-creativity-doesnt-need-to-please-everyone-but-it-must-have-a-point-of-view/) **Published:** September 4, 2026 **Author:** Shahnaz Mahmud **Content:** [Omid](https://www.linkedin.com/in/omidamidi/), currently co-chief creative officer at McKinney, has spent much of his life moving between cultures, personalities and expectations. “It’s made me highly attuned to how people read a room, how outsiders find their way in and how identity changes depending on who is looking.” And don’t get him started about generic truths. “I’m more interested in the odd detail, the contradiction, the behavior people do not admit to and the small cultural signal that reveals something larger. That is usually where the work starts.” Omid began his career by winning the YoungGuns International Creative Brief while working as an assistant at a mutual funds company. He then landed his first full-time job at Droga5—where his first campaign won a prize at the Cannes Lions. Since then, he’s created some of the most memorable and impactful campaigns of the last few years, most notably “Share a Coke.” We spent a few minutes with Omid to learn more about his background, inspirations and on spotting the thing inside the thing. ### If someone wrote a book about your career so far, what would the title be? *Started From Tehran, Tripoli, Toronto—Now We’re in a Status Meeting.* A story about immigration, reinvention, basketball, hip-hop, advertising and somehow spending most of adulthood arguing over whether one word is doing too much. ### What creative hill would you die on? Have a fu\*\*ing point of view or shut up. Creative work does not need to please everyone. It needs to believe in something. The fastest way to make something forgettable is to sand off every opinion until nobody can disagree with it. ### What’s a project you are proud of? [“Kismet”](https://www.youtube.com/playlist?list=PLh72kAOXTsxI9aixRjCY5oydJlgePYahW) for [Ross](https://en.wikipedia.org/wiki/Ross_Stores). Ross has no app. No online store. In a world obsessed with removing every reason to leave the house, we turned that limitation into the entire idea. We made an unbranded romantic micro-drama about the possibility of meeting someone while shopping in real life. It reframed Ross for a new generation. Not as another place to buy things, but as a place where something could happen. And I just love the craft, from the casting, to the way it was filmed, to the dialogue. All of it. Play ### What’s a source of inspiration you return to constantly? [Battle rap](https://rap.fandom.com/wiki/Battle_Rap). It’s one of the purest forms of writing. No budget, no production trick, nowhere to hide. Just language, structure, performance, timing, references, disrespect and point of view. The best battlers can take one tiny detail, flip it six different ways, and make a room explode. That level of verbal precision, cultural fluency and commitment constantly reminds me what good writing is supposed to do. “That’s light.” ### A non-advertising industry you learn from? Single-player games teach me about world-building, pacing, atmosphere and how small details make a place feel real. Multiplayer shooters like [*Call of Duty*](https://en.wikipedia.org/wiki/Call_of_Duty), [*Halo* ](https://en.wikipedia.org/wiki/Halo_(franchise))and *[Battlefield](https://en.wikipedia.org/wiki/Battlefield_(video_game_series))* teach me clarity, instinct and consequence. You know immediately whether a decision works. There is no room for vague thinking when someone is already shooting at you. Advertising could use more of both. Better worlds. Faster decisions. ### What’s your favorite productivity shortcut? Make a call quickly and commit to it. I like getting to the answer quickly, trusting my tastes and instincts and staying focused once I see the direction. Most wasted time comes from circling, second-guessing and keeping too many mediocre options alive. Speed is not about rushing. It is about recognizing what is good, killing what is not, and moving. ### Who changed the trajectory of your career, and what did they teach you? The leaders who trusted me before I had fully earned it: [Joe Maglio](https://www.linkedin.com/in/joemaglio/), [Leo Premutico](https://www.linkedin.com/in/leo-premutico-aa9190219/),[ Jan Jacobs](https://www.linkedin.com/in/jan-jacobs-2bb50ba/), [Andrew Ostrom](https://www.linkedin.com/in/andrewostrom/), [Cam Blackley](https://www.linkedin.com/in/cam-blackley-a5a95b14/). They gave me rooms, people and problems that I probably wasn’t ready for. That taught me that confidence is sometimes borrowed before it becomes your own. It also taught me that a creative leader’s job is not to have every answer. It is to create the conditions where the answer can appear. ### Your main strength as a creative person? My height. No, I like to think that I can feel when an idea has life in it. Even when it is badly explained. Even when the deck is terrible. Even when everyone else is staring at it like it was found wet in a parking lot. It just hits me. And I focus on it. None of that “let’s keep pushing” junk. I get excited by spotting the thing inside the thing, then helping make it sharper, bigger and harder to ignore. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:amy.corr@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With **Tags:** McKinney **Sections:** Community Voices --- ### [To Tout Its Buyback Service in Saudi Arabia, IKEA Gets Everything Backwards](https://musebyclios.com/advertising/to-tout-its-buyback-service-in-saudi-arabia-ikea-gets-everything-backwards/) **Published:** September 6, 2026 **Author:** David Gianatasio **Content:** Do they sell mirrors at IKEA? Indeed they do, which is a good thing, because you’ll need one to fully appreciate the retailer’s new work from Droga5 that breaks today in Saudi Arabia. The stuff runs backwards. This includes copy lines, prices and even music cues. Ultimately, everything’s righted to drive home the pitch. Yes, advertisers have explored similar territory before, with [Plusnet’s farewell to 2020](https://www.adweek.com/creativity/playful-ad-bids-farewell-to-2020-with-copy-thats-only-readable-in-your-rearview-mirror/) a salient example. But IKEA really leans in, reversing not just a few elements, but almost everything in sight. Folks with sharp eyes might even detect something amiss with its classic hot dog: ![Close-up of a man with dark hair and stubble biting into a hot dog topped with mustard, held in a napkin to catch drips.](https://cdn.musebyclios.com/wp-content/uploads/2026/09/04143719/IKEA-dog-eat.jpeg)That’s right … You don’t put ketchup on frankfurters. Ever! (Oh, the meat and bun are transposed, too.) “When thinking of the simplest explanation of the buyback service—you sell and IKEA buys—the idea revealed itself to us: It’s shopping, in reverse!” Droga5 London CCO Tara Ford tells Muse. Muse. “From there, we knew everything that could be reversed had to be reversed. We ran with it, exploring backwards art direction, copy, even reverse hot dogs.” The idea proved a quick sell with the client, she says. “This is one of those ideas that jumps off the page. The backwards furniture, the backwards logo, it was clear right from the beginning that we had something exciting. When we took it to them, they got it right away. And they pushed us to take it into as many channels as we could while keeping the idea pure.” Here, the band targets young, savvy Saudis “skewing millennial into Gen Z,” according to IKEA Alsulaiman CMO Rami Rihani. This group “increasingly looks for brands to communicate in fresh, culturally relevant and unconventional ways. By showing up differently, the campaign creates curiosity and conversation while introducing a new service.” “Buyback itself is a reflection of the confidence we have in the products we create,” Rihani says. “They’re designed to stand the test of time, and when customers no longer need them, their quality and value can give them a second life. It’s another way for IKEA to stand by its customers, making it more affordable to bring something new into their homes and reinforcing our commitment to creating a better everyday life for the many.” As for campaign development, “It wasn’t as simple as taking a forward ad and flipping it. We needed to craft them so they land in that sweet spot of looking wrong but right, Ford recalls. “The biggest challenge was making sure that the ads could be understood, even while backwards. Whether that was tweaking the composition or realizing a certain word doesn’t read backwards very well.” ![iPhone on a wooden surface showing 9:41 with a small IKEA notification banner labeled IKEA on the screen.](https://cdn.musebyclios.com/wp-content/uploads/2026/09/04144057/ikea-phone.jpeg)Music proved a tad difficult “as not every instrument reversed actually sounds reversed. We knew we needed something with reverb to really communicate the idea,” Ford says. “The whole process of crafting this campaign was fun and unusual. We had to rethink our approach to art direction and copy. We were so immersed in this backwards world there came a point where it didn’t look wrong to us anymore.” **Related:** [*IKEA Marked Sweden’s Sunniest Spot With a Pair of Big Stone Chairs*](https://musebyclios.com/advertising/ikea-marked-swedens-sunniest-spot-with-big-stone-chairs/) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Ikea **Sections:** Entertainment, Trending --- ### [Open Influence's Alexandra Mathieu Charts the Future of Creator Marketing](https://musebyclios.com/2-minutes-with/open-influences-alexandra-mathieu-charts-the-future-of-creator-marketing/) **Published:** September 8, 2026 **Author:** Shahnaz Mahmud **Content:** “I used to think a great idea was enough,” says[ Alexandra Mathieu](https://www.linkedin.com/in/alexmathieu/), who currently serves as VP of strategy and creative at Open Influence. “It isn’t. Great ideas need conviction, storytelling and exceptional execution to survive. There are graveyards full of brilliant ideas that couldn’t convince enough people to believe in them.” Alexandra has spent her career in marketing and advertising at agencies such as 72andSunny, Deutsch and Ayzenberg, on accounts such as Taco Bell, Oculus and Truth. A huge fan of fandom, she believes that creators make everything better, and loves finding new ways for them to show up with brands on social and IRL. We spent a few minutes with Alexandra to learn more about her background, inspirations and advice for team building. ### Where did you grow up, where do you live now, and how do the two compare? Originally from France, I was fortunate to grow up in Singapore, England, the Philippines, Belgium and eventually the United States, collecting perspectives that continue to shape how I see people, culture and creativity. Today I live in Los Angeles, a city that rewards curiosity. There’s always something new to explore, experience or learn. Ultimately though, I’ve learned that places are less about geography than what your mind, heart and appetite for life make of them. The sunshine certainly doesn’t hurt. ### Finish this sentence: When I am in a creative rut, I \_\_\_\_\_\_\_. I do what I call “input sessions,” where I revisit all the tabs, articles, videos, books and Instagram saves that once sparked my curiosity but never got my full attention. If that doesn’t work, I’ll go for a walk, look up at the sky, eavesdrop a little or simply let myself be bored. Some of my best ideas have come from giving my brain permission to wander instead of forcing it to produce. ### What’s a newsletter, creator or account everyone should follow? Easy: [*Morning Brew*](https://www.morningbrew.com/). I love it because it doesn’t just keep me informed about marketing; it keeps me informed about the world. The best marketers understand business, technology, culture, psychology and people. Great marketing rarely comes from studying marketing alone. ### What’s the last great book, article or video you consumed? I recently loved *[Famesick](https://en.wikipedia.org/wiki/Famesick)*—the conversation around the book became part of the reading experience itself. I also read *[Yesteryear](https://en.wikipedia.org/wiki/Yesteryear_(novel))* for its commentary on influencer culture and I am reading *[Dogs, Boys and Other Things I’ve Cried About](https://www.harpercollins.com/products/dogs-boys-and-other-things-ive-cried-about-isabel-klee?variant=44048093282338)*. Written by influencer[ Simon Sits](https://www.instagram.com/simonsits/?hl=en), it is another reminder that creators are increasingly becoming multi-platform storytellers. ### What’s your favorite productivity shortcut? I’m torn between two. First, bundling similar work together, whether that’s back-to-back meetings or dedicated blocks for deep work. Second, creating Pavlovian cues for focus. I listen to the same soundtrack, work in the same environment and even keep multiple drinks and snacks nearby so nothing interrupts my flow once I’m in it. ### Can you tell us about a time a campaign or project almost didn’t come to fruition? Honestly, that’s the nature of agency life. Opportunities have almost fallen apart because of the complexity of highly regulated industries, where success depended on quickly becoming experts in rules, compliance and nuance. Those moments forced us to build expertise that ultimately became a competitive advantage. And today, it’s one of the reasons clients trust us with those same challenges. ### Tell us about a recent project you’re proud of. I’m proud of individual campaigns, like helping bring [Subaru’s](https://en.wikipedia.org/wiki/Subaru) purpose-driven initiatives to life, designing the [BodyArmor ](https://www.drinkbodyarmor.com/)[Playmaker creator program](https://www.instagram.com/reel/DWjYVDXDa8N/) and creating immersive experiences like the [Ruska Roma](https://johnwick.fandom.com/wiki/Ruska_Roma) training for the [Lionsgate](https://en.wikipedia.org/wiki/Lionsgate_Films) [Ballerina](https://en.wikipedia.org/wiki/Ballerina_(2025_film)) film launch. But I’m most proud of what sits underneath those campaigns: building a team and a way of working that consistently produces thoughtful, scalable, high-quality work. I love creating systems, frameworks and cultures that help great ideas happen over and over again, not just once. ### How has your lived experience shown up in your work? I naturally think in systems and scale. I love spotting patterns across culture, psychology, creator behavior and business strategy, then turning those insights into frameworks that teams can actually use. I can zoom out to design a scalable solution or zoom in to rewrite a headline, coach a teammate, or solve a client problem. That ability to change altitude, while always staying grounded in how people think, feel, and behave, is probably the thread that runs through everything I do. ### You’ve got 2 minutes with the industry … What’s your hot take? The best thing brands get from creators isn’t content. We’ve been treating creators like media channels when they’re actually some of the most valuable collaborators a business can have. I call this “post-post thinking,” or thinking beyond the post. The future of creator marketing isn’t just sponsored content. Its creators as product co-designers, cultural consultants, community builders, researchers, event hosts and even equity partners. Content is becoming just one output of a much deeper relationship and business and brand opportunity. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:amy.corr@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Creators **Tags:** Open Influence **Sections:** Community Voices, Entertainment --- ### [IKEA Marked Sweden's Sunniest Spot With a Pair of Big Stone Chairs](https://musebyclios.com/advertising/ikea-marked-swedens-sunniest-spot-with-big-stone-chairs/) **Published:** June 1, 2026 **Author:** David Gianatasio **Content:** Thanks to IKEA, visitors to Gotland, an island off Sweden’s east coast, can sit a spell and soak up the scenery in a pair of huge granite armchairs, each weighing close to 1,000 pounds. But they better wear shades. Using two decades of meteorological data, the retailer determined the nation’s sunniest square meter and built a monument on the spot resembling a pair of IKEA’s SKARPÖ chairs. Developed with Åkestam Holst NoA, the project seeks to create a summer travel destination. At the very least, the work should help bolster Ikea’s image as a prime provider of outdoor furniture. “Swedes have a special relationship with sunshine,” agency copywriter Rickard Beskow tells Muse. “Every summer we compare weather forecasts, discuss where the sun shines the most and plan our holidays accordingly. Yet nobody had ever tried to answer the question properly: Where is Sweden’s sunniest spot?” “We became slightly obsessed with finding the answer. What started as a simple observation turned into a almost 2-year-long search involving 20 years of weather data and detailed geographical analysis.” The goal, he says, was taking a basic Ikea promise “to its absolute extreme.” “IKEA is also known for making good design accessible to the many. Here, IKEA used that same philosophy to make Sweden’s sunniest place accessible to everyone. Not just as a data point, but as a real place to visit, sit down and enjoy. It might be the heaviest expression of democratic design IKEA has ever created.” As the installation came to fruition, “There was something wonderfully absurd about watching people carefully maneuver a giant stone chair into position and treat it like a national monument.” BTW, the chairs are located smack in the middle of a cow pasture. So, along with sunglasses, visitors might want to wear a thick pair of boots, too. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Åkestam Holst, Ikea **Sections:** Trending --- ### [Nike Sails With Nautical Themes for Brazilian Soccer Club](https://musebyclios.com/sports/nike-sets-sail-with-nautical-themes-for-brazilian-soccer-club/) **Published:** September 4, 2026 **Author:** Shahnaz Mahmud **Content:** In its first year sponsoring legendary Brazilian soccer club [Vasco da Gama](https://en.wikipedia.org/wiki/CR_Vasco_da_Gama), Nike has partnered with AKQA in São Paulo to celebrate the team’s nautical heritage and share that legacy with Vasco’s supporters. “Born From the Wind” uses the metaphor of a ship’s sail, and the narrative incorporates the “Cruzmaltino” chants of its fanbase that “push and move Vasco forward.” The club’s kit serves as the physical expression of this connection, as seen in the film below. Play The initiative echoes the team’s historic ties to the sea and navigation, as the club was founded by a group of rowers inspired by the 400th anniversary of [Vasco da Gama’s](https://en.wikipedia.org/wiki/Vasco_da_Gama) voyage to India. The team plays its home games in a Rio de Janeiro neighborhood named for the Portuguese explorer. “The new kit draws from this heritage, using the sail as a symbol of courage and movement,” says AKQA Casa creative director Marcos Lee. “Just as a boat depends on the wind to navigate through uncertainty, Vasco depends on the strength of its supporters to keep moving forward.” Launched during the championship games, Lee says it is a moment when the team needs even more support on the pitch, while giving fans a special reason to rally behind the club. Lee perceives this as a cultural moment. The club’s supporters had been waiting for a major partnership like this for some time, he explains. Nike’s arrival was widely celebrated by fans and supporters, creating anticipation around what the partnership could represent. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/09/03213930/Waves-Vasco-da-Gama.jpg)“The campaign is ultimately about the force that has always pushed Vasco forward: its supporters,” says Lee. “By connecting the club’s nautical heritage with the energy of its fans, the kit gives that relationship a new and tangible expression.” “Born From the Wind” runs through year’s end. **Related:** *[Major League Soccer Enters a New Era of Leadership](https://musebyclios.com/sports/major-league-soccer-enters-a-new-era-of-leadership/)* ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** Sports **Tags:** Nike **Sections:** Entertainment, Trending --- ### [BETC Tops the Week's Best Ads With a Dazzler for 'Humankind 2'](https://musebyclios.com/advertising/betc-tops-the-weeks-best-ads-with-a-dazzler-for-humankind-2/) **Published:** September 3, 2026 **Author:** David Gianatasio **Content:** Our picks for the Top 5 ads of the week, and No. 1 surely ranks as one of the year’s most notable efforts so far… ### Bestie: BETC Paris Stages 9 Births From Different Eras for ‘Humankind 2’ Compress a compelling, complex brand message into a 95-second spot spanning thousands of years of human history? Check! Tell that story from the POV of a baby being continually reborn into the world? Check! Trust the assignment to a pair of first-time directors? Check and mate! Kudos to BETC Paris CDs Benjamin Le Breton and Arnaud Assouline. They debuted behind the camera to lens one of the most amazing ads of 2026. [Read More](https://musebyclios.com/gaming/betc-paris-stages-9-births-from-different-eras-to-hype-humankind-2/) ### 2. How Air Engineered the Shortest CMO Tenure in Its History to Combat AI Slop The tech company built a social push around hiring Eric Toda as its new CMO. He lasted a few hours. That set-up fueled a series of satirical posts providing meta-commentary on the state of AI-driven marketing. Please, stop DMing Eric about Air. He’s not really its CMO. We think. [Read More](https://musebyclios.com/advertising/how-air-staged-the-shortest-cmo-tenure-in-its-history-to-combat-ai-slop/) > [View this post on Instagram](https://www.instagram.com/reel/Dcd7XKpSsdX/?utm_source=ig_embed&utm_campaign=loading)[A post shared by Air (@air.hq)](https://www.instagram.com/reel/Dcd7XKpSsdX/?utm_source=ig_embed&utm_campaign=loading) ### 3. The ‘Fanatics Town Hall’ Is the Only Corporate Gathering We Want to Attend OBB Bolded cast Luke Wilson as a moderator to hype rewards points available via the Fanatics sports app. “You know what I don’t care about? Coffee points that just get me more coffee.” What does he care about? “Getting a jersey so lucky, that it becomes a family heirloom.” [Read More](https://musebyclios.com/sports/the-fanatics-town-hall-is-the-only-corporate-gathering-we-want-to-attend/) Play ### 4. Harrison Ford and Michael J. Fox Unite for Parkinson’s Appeal Zingers fly furiously between these friends and ‘Shrinking’ co-stars as they dispel misconceptions about Parkinson’s on behalf of Fox’s foundation. Maximum Effort created the heartfelt, accessible PSA with the Hollywood titans. [Read More](https://musebyclios.com/film-tv/harrison-ford-and-michael-j-fox-unite-for-parkinsons-appeal/) ### 5. Top NFL Draft Pick Fernando Mendoza Call Plays for U.S. Bank Football’s $57.3-million man can’t be wrong about finances, especially with his sidekick—a cute cloud (created by hand and fabulously fluffy)—around to help. From BarkleyOKRP and Stept Studios’ director Adam Patch. [Read More](https://musebyclios.com/sports/top-nfl-draft-pick-fernando-mendoza-call-plays-for-u-s-bank/) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Air, Fanatics, humankind 2, michael j. fox foundation, U.S. Bank **Sections:** Trending --- ### [BETC Paris Stages 9 Births From Different Eras to Hype 'Humankind 2'](https://musebyclios.com/ad-of-the-week/betc-paris-stages-9-births-from-different-eras-to-hype-humankind-2/) **Published:** September 3, 2026 **Author:** David Gianatasio **Content:** Humankind is about to begin again. And again and again and again… Releasing next year, *Humankind 2*, the second installment of Amplitude’s history-focused strategy game, announces its arrival through the audacious 95-second film below. We travel through nine distinct time zones, from the distant past into the future, observing each era from the point of view of a baby being born. BETC Paris CDs Benjamin Le Breton and Arnaud Assouline conceived and directed the storyline, working with Havas/BETC Group production arm Prose on Pixels. Digital effects and CGI come into play, but the team skipped generative AI altogether. The result feels dazzling, synched to the game’s theme of humans learning from and ultimately transcending cultures and civilizations to create … something more. That’s a Kubrick-*2001*-style conceit, and the video captures such cosmic scope in epic yet relatable detail. There’s a palpable sense of wonder, but glimpses of Ancient Egypt, a Viking ship, the Old West and London during the Black Death prove intriguingly familiar. Clearly, we just witnessed the most umbilical-cord cutting in the history of advertising. Such scenes up the intensity and add visceral resonance. The Mayan wielding a blade seemed ominous, given that culture’s penchant for human sacrifices. Still, it works in context, suggesting another layer (cycle of life) to keep viewers engaged. Here, Le Breton and Assouline guide Muse through their labyrinthine creative process: ### MUSE: How was this idea born, as it were? How’d you hit on the concept? Benjamin Le Breton and Arnaud Assouline: Humankind is a strategy game where players move through different eras and build their own version of human history. When Amplitude asked us to imagine the campaign, our starting point was pretty simple: how do we tell that journey through history again without repeating what we had already done for the first game? What we really wanted was to find a way to put the audience inside history rather than simply show it to them. That’s how the idea of birth came about, and very quickly, the POV followed. In every scene, we open our eyes on a new era for the very first time. We’re born in the Stone Age, then born again somewhere else, in another period, another culture, another situation. From there, our idea was: *Humankind* is about to begin again. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/09/03105153/HHH.jpg)### The concept flows directly from the gameplay, yes? Birth felt particularly right because *Humankind 2* isn’t a DLC or just an extension. It’s a new game that builds on the foundations of *Humankind* while rethinking them in a much deeper way. Rebirth gave us a very simple way to express that: something you know is coming back, but in a new form. And there was a second layer that interested us even more. Every time you start a new game you enter a world you have to understand and gradually shape. You move through different eras, different cultures and different contexts. You constantly have to adapt, make decisions and build your own history. In the film, you don’t watch history unfold. You’re born into it. You open your eyes in a world whose rules you don’t know yet. Sometimes it’s welcoming, sometimes it’s completely hostile. But every time, you have to understand what’s around you, adapt to it and start making choices. That’s what we liked about the double meaning of the idea. Birth represents both the arrival of a new *Humankind* and the feeling of starting to play. ### You didn’t use AI—why was that? It’s live action, shot with real actors, on physical sets, with real costumes and props. That felt pretty natural to us. We were talking about birth, bodies and human beings coming into the world. It needed to feel organic. We wanted to feel the materials, the water, the fire, the faces, the people around the camera. There was another important requirement as well. *Humankind* has a very precise relationship with history. Amplitude actually has a historian working full-time alongside the game’s development teams. We wanted to bring that same level of care to the film. The costumes, props and sets couldn’t just be visual approximations of a period. We had to do the research and get the details right. Of course, there are VFX and post-production in the film. But everything we started with was real. What’s funny is that after the film came out, some people thought it had been generated with AI. Some were even asking to see the making-of as proof that it was a real shoot. Maybe the level of detail we tried to bring to every era is actually part of what created that impression. Which is pretty ironic, because that level of precision is exactly one of the reasons we wanted to build these worlds for real. ### You must have faced all sorts of challenges throughout the creative process. The biggest was probably that the concept only worked if we were ambitious enough. To really feel this idea of being born again and again throughout history, we needed enough eras. With only two or three, it could quickly have felt like a gimmick. But every additional era meant a new set, new costumes, new actors, new props. So very early on, we started writing and producing at the same time. While we were working on the script, we were already looking at available sets, imagining what they could become, what we could realistically shoot there and how we could move from one era to another. ### Did the newborn POV make everything that much harder to frame and design? Showing a birth from the newborn’s point of view was something we’d never seen treated this way before. So there wasn’t really a reference we could turn to. We had to imagine what that point of view could actually be. Where exactly do you put the camera so it feels believable? How high should it be? How close should the actors be? What could a baby actually see at that moment? And how do you make the audience immediately understand where they are? All of those directing questions were already coming up while we were writing. Production constraints were shaping the script, the script was creating directing challenges. And the solutions we found could then change the writing again. ### And on top of all that, you were first-time directors. By the time we were thinking about the concept, the sets, the camera position, the shots, the transitions and the production solutions all at once, we were already directing the film before we ever stepped onto the set. On a project with this many moving parts, keeping that continuity between the idea, the writing and the execution became essential. ### What specific experience stands out the most? There’s one pretty simple memory that sums up what this experience meant for us. Usually, as creatives, we’re very involved on set. We wrote the film, we talk with the director, we follow the takes, but we’re not the ones who say, “Action.” The first sequence we shot was World War II. And this time, we were behind the camera. We said, “Action.” The camera started moving. The actors started performing, some just inches away from the lens, others firing rifles in the background. Everything we’d imagined and prepared for weeks suddenly started coming to life in front of us. And then came the first boom. The first explosion. It was pretty magical. The machine was running. And from that point on, there was no turning back. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/09/03104906/humankind-ww2.jpg)**Related:** *[Ad Council Puts Firearm Safety Convos in Video Games](https://musebyclios.com/health/ad-council-puts-firearm-safety-convos-in-video-games/)* ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Ad of the Week, Gaming **Tags:** BETC Paris **Sections:** Trending --- ### [Hey, Dentists and Cable Guys, Don't Work So Hard. Take It From Coke: 'The World Will Wait'](https://musebyclios.com/advertising/dont-work-so-hard-take-it-from-coke-the-world-will-wait/) **Published:** September 3, 2026 **Author:** David Gianatasio **Content:** Open wide. *Wider…* Some people can’t leave their jobs at the office—even dentists. That certainly holds for the DDS in the first spot below from Coca-Cola. He’s got a patient on his kitchen table who makes weird bubbly noises. The doc’s wife is not amused. But nothing’s quite what it seems in this astonishingly askew commercial that slots into Coke’s “The World Will Wait” push. That effort positions the beverage as a player in the fight against workaholism though unexpectedly edgy humor in a Lynchian vein. Play Ogilvy’s offices in Thailand and Singapore collaborated on the initiative, with Factory01 founder Wuthisak “Un” Anarnkaporn directing. Next, a cable guy and a grandma bond as never before. As in the first advert, you won’t guess where this one’s going—via bucket-truck no less! Play “This campaign was nothing but fun to make, from script to shoot,” Nikhil Panjwani, ECD at Ogilvy Asia, tells Muse. Casting was key, he says, as the characters had to ring true while seeming just a tad … off. “Even our patient on the table in ‘The Dentist’ had to be just right, despite us barely seeing his face.” “And then there was getting Grandma to pull off a beautiful five-meter vertical Coke pour. She must have been a gymnast or parkour athlete because she was a natural. We nailed it much faster than expected.” That flow was “all done practically with a tube to control the strength of the stream.” Both clips are crammed with memorably off-kilter visuals and oddball moments that reward repeat viewings. Keep working those lips, hot-pot impressionist. We love that dude! As for the overall premise, “Work doesn’t end when we leave the office,” says Komkrib Chockchaikatanyu, director of creative and content at Coca-Cola Thailand. “There’s always another email, call or distraction asking for our attention. Coca-Cola has always been part of the moments that bring people together, and ‘The World Will Wait’ is a reminder to put work aside, share a meal and a Coke, and be present with the people around us.” Related: *[Timothée Chalamet Gets Dental Work, Plugs Kalshi](https://musebyclios.com/film-tv/timothee-chalamet-gets-dental-work-plugs-kalshi/)* ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Coca-Cola, Ogilvy **Sections:** Entertainment, Trending --- ### [Drinks Brands Are Wasting the Festival Opportunity](https://musebyclios.com/musings/drinks-brands-are-wasting-the-festival-opportunity/) **Published:** September 3, 2026 **Author:** David Gianatasio **Content:** As festival season nears its end, drinks brands have been everywhere, from Aperol’s position as Coachella’s “official spritz partner” and its Aperol Day Club to Tito’s prize-filled dive bar at Lollapalooza and Casamigos’ “House of Friends” pop-ups. The five biggest U.S. music festivals alone attracted around [2.8 million attendances](https://www.statista.com/chart/amp/36070/music-festivals-with-the-largest-total-attendance-in-the-us/) in 2025, while [Live Nation](https://news.livenationentertainment.com/news/live-nation-entertainment-third-quarter-2025-results) reported onsite spending per fan at its major festivals rose 6 percent. It’s little wonder that drinks brands want a piece of the action: Turn up at enough festivals, get your product into enough hands and hope that translates into sales and cultural relevance. But ubiquity doesn’t equate to memorability, let alone loyalty. Selling a lot of drinks over one weekend is useful. But the bigger prize is becoming the brand someone chooses at the store for a friend’s barbecue the following week—or arrives at the next festival already looking for. That’s particularly important in the growing RTD market, where an increasing number of brands are competing for attention. The next billion-dollar RTD brand won’t be the one that shows up everywhere. It’ll be the one that owns a specific occasion with real precision. Festivals are lucrative territory because the audience is already primed to have a good time and connect. Yet we’re still seeing the same photo walls, prize giveaways, branded umbrellas and bars. To turn festival exposure into something that lasts beyond the weekend, brands need to become part of the occasion itself. ### Go beyond the pop-up The first step is to stop treating the festival as somewhere to install a branded bar and start thinking about how you can improve the occasion itself. The “refreshing golden-hour spritz” is unspecific and overdone. Why not reinvent the Bloody Mary as a festival pick-me-up, or explore heavier, richer or earthier flavors associated with particular moments? The experience doesn’t necessarily have to revolve around drinking. At Coachella, you’re in the desert. Why couldn’t a drinks brand create a misting station where people can cool down and get the dust off? At a camping festival, why not offer sleep stations or an hour-long spa experience to people who’ve spent the night on the floor of a terrible tent? Gen Z—who make up [47 percent of U.S. festival goers](https://www.marketreportsworld.com/market-reports/music-festival-market-14722111)—and millennials increasingly want a moment to connect. [One recent survey](https://www.eventbrite.com/blog/press/newsroom/eventbrites-inaugural-social-study-report-reveals-the-reset-to-real/) found 74 percent think in-person experiences are more important than digital ones and half want events that feel less curated and more real. That means moving away from another flavour launch with a selfie wall attached, into something memorable and interactive. Gamification can extend that further. Michelob Ultra did this well around the World Cup, building fan experiences and rewards around its “Ultra Moment” rather than simply putting its logo next to football. At a festival, a scavenger hunt across different stages might unlock rewards or a backstage pass. Improve an experience people have paid a lot of money for and that positive association can outlast the drink. ### Find a new format Differentiation doesn’t stop with the activation. In a category increasingly dominated by skinny cans of fruit-flavoured spritzes and seltzers, packaging is an opportunity to make the product itself more distinctive – and easier to recognise when consumers encounter it again at retail. BuzzBallz is a great example. The unique shape, color and attitude immediately tell you what the brand is about. It’s fun, joyful and doesn’t pretend to be a premium wellness proposition. It’s worked well: [sales increased](https://finance.yahoo.com/markets/stocks/articles/buzzballz-best-selling-rtd-cocktail-192052390.html) by 65.6 percent to $569.3 million over the past year. Festivals present practical problems conventional drinks packaging wasn’t designed to solve. A frozen pouch might make more sense than another 12-ounce can. Multi-serve boxes, taps and smaller formats can make drinks easier to carry and share. Why couldn’t packaging have a strap so you wear it like a mini bag? Festival outfits are already highly considered, so packaging can become an accessory: clipped onto a lanyard or incorporated into a wristband. It could carry survival tips, site maps, or artwork connected to that year’s line-up. The more useful and distinctive the format, the more visible the brand becomes across the festival. Packaging can even create connections between strangers. Coca-Cola once created cans for a college activation that required two people to connect them together to open them. That’s a much more interesting starting point: how can the physical product introduce you to someone who likes the same music or help create a shared moment? ### Think smaller, not bigger Owning festival season doesn’t have to mean appearing at every major festival. [Eventbrite’s TRNDS 2025 report](https://www.eventbrite.com/blog/wp-content/uploads/2025/03/Eventbrite-Trnds-Report-US.pdf) found 63 percent of organizers believe consumers are looking for more micro-events and intimate gatherings, suggesting smaller, focused experiences could create stronger connections than trying to reach everybody at once. Teremana Tequila’s community-focused block parties show the potential: an idea repeated across multiple cities while each event still feels local and immediate. It’s global in scale but local in experience, giving individual communities a reason to care. That could mean collaborating with an artist from the city on a limited-edition pack, creating a flavour connected to the location or finding a local cultural ritual the brand can genuinely contribute to. Each gives people something distinctive to discover and share beyond the event itself. Liquid Death demonstrates what happens when a brand does carve out distinctive cultural territory. Whether or not you’re into Iron Maiden, you immediately understand the heavy-metal, anarchic world it belongs to. It creates an emotional connection that another black-cherry seltzer hoping to steal some of White Claw’s market simply can’t. Ultimately, festival success shouldn’t be measured by how many cases you sell over one weekend. Create something useful, surprising or fun and people will talk about it, share it and recognise the brand when they encounter it again. The goal isn’t to be the drinks brand people see at every festival. It’s to be the one they still want to drink when the festival is over. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings **Tags:** denomination **Sections:** Community Voices --- ### [DQ Puts Mascots Front and Center for College Football Ad Play](https://musebyclios.com/sports/dq-puts-mascots-front-and-center-for-college-football-ad-play/) **Published:** September 3, 2026 **Author:** Shahnaz Mahmud **Content:** With the start of the 2026 college football season, [DQ](https://en.wikipedia.org/wiki/Dairy_Queen) put mascots front and center. The fast-feeder brings together [The Duck](https://en.wikipedia.org/wiki/The_Oregon_Duck), [Reggie Redbird ](https://en.wikipedia.org/wiki/Reggie_Redbird)and [Big Jay](https://en.wikipedia.org/wiki/Big_Jay_(mascot))—from University of Oregon, Illinois State University and the University of Kansas, respectively—for a social-first campaign to promote its $6.99 DQ Chicken Strip Basket Deal and new MVP Dip lineup. The chain collaborated with [MikeWorldWide](https://en.wikipedia.org/wiki/MikeWorldWide) and [Colle McVoy](https://www.collemcvoy.com/) on the effort, with support from [Spark Foundry](https://en.wikipedia.org/wiki/Spark_Foundry) to build out paid social. Playful spots emphasize that “no bird is safe” as fans demonstrate their frenzied enthusiasm for the meal deals. > [View this post on Instagram](https://www.instagram.com/reel/Dcv08n9Arao/?utm_source=ig_embed&utm_campaign=loading)[A post shared by Dairy Queen (@dairyqueen)](https://www.instagram.com/reel/Dcv08n9Arao/?utm_source=ig_embed&utm_campaign=loading) “We all know that college football brings together passionate fans, spirited rivalries and traditions that make every game memorable, and rather than taking a traditional route of partnering with athletes and players, we saw an opportunity to tap into another beloved part of game day: the mascots,” explains Becky Felling, DQ’s VP of marketing. While the effort seeks to appeal to teams, friends and families, it was specifically designed to capture the attention of younger, “socially engaged consumers by meeting them at the intersection of sports and culture,” she says. Through humor, the work strives to entertain and drive connection “whether you’re a big foodie, die-hard sports fan or are simply just along for the ride.” ![](https://cdn.musebyclios.com/wp-content/uploads/2026/09/03121905/DQ_MVP_Dip_Mascot_1.jpeg)The adverts will run on DQ social channels with paid support throughout the month. The [hero spot](https://www.instagram.com/reel/Dcv08n9Arao/?utm_source=ig_web_copy_link&igsi=MzRlODBiNWFlZA==) is live on Instagram as a co-branded post with the schools mentioned above. It is also running on [DQ’s TikTok](https://www.tiktok.com/@dairyqueen/video/7680569812485000462?is_from_webapp=1&sender_device=pc&web_id=7512824456127317535), [Facebook](https://www.facebook.com/share/r/1Dd6SZ7wTE/?mibextid=wwXIfr) and [X](https://x.com/DairyQueen/status/2094787948814143688?s=20) accounts. A second post, in collaboration with Oregon, is also live. Posts with the University of Kansas and Illinois State University are on tap. ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** Sports **Tags:** dairy queen **Sections:** Entertainment, Trending --- ### [Don't Order Fish on Monday, and Other Notes on Running an Agency](https://musebyclios.com/musings/dont-order-fish-on-monday-and-other-notes-on-running-an-agency/) **Published:** September 2, 2026 **Author:** David Gianatasio **Content:** I’ve been thinking a lot about Anthony Bourdain recently. Maybe it’s because the *[Tony](https://en.wikipedia.org/wiki/Tony_(2026_film))* movie has taken over my feed, or because I was just in Provincetown with the kids. Weirdly, I think I thought about him the most when making a presentation recently. I know—that might be the most anti-Anthony Bourdain thing I’ve ever said. *Tony* picks one summer before Anthony Bourdain really did anything impactful. It’s 1976, Provincetown. Bourdain is 19, a student on break, and by the movie’s own admission he is a nightmare. The opening title card is Tony’s own line from the memoir *[Kitchen Confidential](https://www.amazon.com/dp/0060899220?lv=shuf&channelId=500&plpRedirect=mhFallback)*, where he describes his younger self as spoiled, miserable, self-destructive and badly in need of a good ass-kicking. That’s what stuck with me. You have this huge, complicated life to work with. And instead, you pick one summer when almost none of it has happened yet. So what made me think of all this as I was building a Google Slides presentation? Hear me out. I was putting together a pitch for a new business client. One that we will be PERFECT for. The exact things they want are the exact things we’ve done over and over. The ask is a combination of all the best parts of 10 different projects we’ve done and nailed. I don’t know the person—a friend of a friend intro. They have no idea if the passion I’m about to share about their goals is real or faked (even though it is very much real). How do I make them believe it in a 20-minute presentation? The instinct, obviously, is the greatest hits album. 10 projects, 10 logos, 10 “results slides”, a sizzle reel scored to something cool with beautiful visuals. Look how much we’ve done. It is the most natural thing to reach for, because it’s true, and because it feels generous: Here is everything, take your pick. It’s also the thing that loses. ### When the greatest hits are your biggest miss The greatest-hits structure has a fatal flaw, which is that breadth reads as distance. You can cover an entire career and still leave someone knowing less about the person than if you’d shown them one summer in Provincetown. The same thing happens in a pitch. Ten case studies tell you we’re capable. But you’re never in one place long enough to see how we actually think. What we noticed. Where we got it wrong. What we did next. The good stories pick the summer. They go small and go deep, and they trust that if you understand one thing completely, you’ll extrapolate the rest yourself. Nobody walks out of “Tony” confused about who he became. “Skills can be taught. Character you either have or you don’t have.” And I think there’s another reason this matters in a pitch: You cannot assert enthusiasm. It’s like asserting you’re funny. What you can do is know something about their business at a depth that nobody would bother reaching for unless they actually cared. The specific, checkable, slightly-too-granular thing… the item on the menu that doesn’t belong, the one review that keeps repeating, the reason their October is always weird. Nobody does that research on spec for a client they’re lukewarm about, and the person across the table knows it without you having to say a word about how excited you are. Ten projects prove we’re competent. One unreasonable detail proves we’re paying attention. ### The ‘One Summer’ approach So I went with one project. The closest analog to what they’re actually trying to do—not the flashiest, not the biggest logo, the closest. The full arc of it, including the part in the middle where we were wrong and had to turn the whole thing around. Then the rest of the credentials on a single slide, small, at the end, presented roughly the way you’d mention that you also speak conversational Italian. Available. Not the point. And we spent the remaining time on their problem, in their language, with the specific things I’d noticed and had opinions about before anyone paid me to have them. It’s not that clever. It’s just the discipline of trusting one thing to carry the weight and being genuinely curious about what makes the person across the table from you tick. Tony Bourdain built a whole career on this, and I don’t think he’d have described it as a strategy. He’d have described it as being interested. Parts Unknown was just a guy sitting down across from a person and wanting, with what appeared to be his entire body, to know what that person’s life was like. What they cooked on a Tuesday. What their father did. What they thought was funny. He wasn’t doing that as a technique. I think he was just genuinely more interested in the individual than the thesis. The thesis was a byproduct of curiosity, not the destination. Maybe that’s the real lesson for new business, too. Get interested. Go deep enough that the caring is visible without you naming it. Or, as Anthony Bourdain said, “Perhaps wisdom…is realizing how small I am, and unwise, and how far I have yet to go.” Oh, and still [don’t order fish on Monday](https://www.foodrepublic.com/1593254/skip-fish-special-restaurant-anthony-bourdain/), just in case. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings **Tags:** Lighthouse Creative **Sections:** Community Voices --- ### [J. Cole's 'The Fall-Off Tour' Wasn't Built on Stage—It Was Built in the Shadows](https://musebyclios.com/musings/j-coles-the-fall-off-tour-wasnt-built-on-stage-it-was-built-in-the-shadows/) **Published:** August 21, 2026 **Author:** Luz Corona **Content:** I learned very quickly that talent may draw us to an artist, but the team behind them determines how deeply the performance stays with us. This was a lesson I first learned in my middle school theater class. After auditioning for the lead role in a play, I was disappointed when I wasn’t cast. Instead, I was assigned to the production crew, tasked primarily with operating the lights. At the time, I looked down on the role. I believed my talent belonged in the spotlight, and I couldn’t understand why I had been relegated to controlling it rather than standing in it. But as rehearsals progressed, my perspective shifted. I came to see that the crew wasn’t secondary to the performance—it was the very thing that made it possible. Without the people managing the lights, sound and staging, the show simply could not go on. What began as a consolation prize became a fascination that followed me for years, ultimately leading me to a master’s degree in media studies, where I learned to analyze the calculated choices that shape how audiences see, feel and remember a performance. Today, that same understanding shapes my work in brand marketing for the Detroit Pistons, where the architects behind the brand elevate the players and the organization from the shadows, unseen yet felt everywhere. It’s that same lens I now bring to J. Cole’s “The Fall-Off Tour.” Watching the show last week in Detroit, I found myself drawn not to the performance alone, but to everything around it—the deliberate staging, lighting and camera work the crowd may never consciously notice, yet all of them feel. “The Fall-Off” is not simply a display of one artist’s talent. It is a masterclass in collaborative visual storytelling, where symbolism and intentional lighting prove that an artist’s greatest power is built in the shadows. With this lens in place, here is what I observed. **Cinematic framing and shot selection made us part of Cole’s story** From the moment it opened, the show announced itself not as a concert, but as a film. One of the first images on the LED screen read “A Film by Jermaine Cole. Based on a true story,” priming us for something more than a performance. With that framing came an intentional visual language: cinematic shot selections that controlled the emotion and pacing of the entire night. What struck me wasn’t the quality of the footage, but how the shots were chosen and manipulated to heighten each moment. By presenting the concert as a film, Cole and his creative team invited us to read the visuals the way we would read a movie, paying attention not just to what was happening on stage, but to how we were being shown it. Wide shots made moments feel enormous and commanding, larger than the room. Then the camera would pull tight with texture, closing the distance between us and Cole so we could feel the raw emotion in his lyrics. That interplay between scale and intimacy is exactly what a great film does. And it’s what turned a series of songs into a story that pulled in the audience. **Symbolism made Cole’s roots impossible to ignore** Symbolism ran deep throughout the show. With just two backdrops priming the stage—the Market House, a famous landmark in Cole’s hometown of Fayetteville, North Carolina, and Cole’s 2000s Honda Civic—the set was intentionally spare. Yet these two elements became the second and third stars of the show, planting Cole’s roots at center stage. It’s easy to stop at the surface. Yes, these landmarks represent Cole’s past, but we forget to ask how he’s positioned within them. Almost the entire show, Cole stood with his back to his past and his face to the audience. He spoke about how proud he felt to put Fayetteville on the map, noting that even people abroad had asked about his hometown. His placement did more than honor his past—it symbolized Cole carrying his city on his back, holding it up for the world to see. This was the most powerful part of the show. **Intentional lighting turned every beam into meaning** At most concerts, lighting feels like an afterthought. On Cole’s set, it was pivotal to storytelling; without it, this would have been a completely different show. Cole’s songs are full of emotion and storytelling, and the lights enhance every feeling present. The proof was in the movement. During his introspective tracks, the lights pulled in tight and still, narrowing the massive arena down. Then, as the beat increased, they swept and surged across the stage, flooding every corner and pulling the crowd back to their feet. That constant push and pull didn’t just decorate the songs; it mirrored Cole’s own journey, guiding us through every high and low right alongside him. “The Fall-Off Tour” was never just a concert. It was a testament to the craft of a production crew—proof that the creative decisions happening behind the scenes can matter just as much as the performance itself. So, that girl in charge of the lights for her middle school play may have been far more important than she ever knew. > [View this post on Instagram](https://www.instagram.com/reel/DcLtMlUx_ja/?utm_source=ig_embed&utm_campaign=loading)[A post shared by Tianna-Marie (@tianna\_marieeee)](https://www.instagram.com/reel/DcLtMlUx_ja/?utm_source=ig_embed&utm_campaign=loading) **Credits** **Dreamville** Creative Director: Scott Lazer Mgmt/Dreamville President: Ibrahim Hamad Tour Promoter/Booker: Sascha Guttfreund Dreamville: Adam Roy, Matty Robinson, Derick Okolie, Walter C. Barnett, MK Kasote **STURDY.** Show Design & Creative: STURDY. Show Director & Stage Design: Adrian Martinez Multi Media Director: Justin Sanchez Head of Content: Jasper Heenan Executive Producer: Kevin Henry Producer/PM: Alex Rollier Project Coordinator: Taryn Snyder Scenic Art Director & Stage Design: Skylar Elis Asst. Stage Design & Renderings: Pablo de Larrañaga Aramoni Technical Drawings: Clear All Visuals Editor: Sebastian Abreu 3D Modeling: Kai Shinomura Real-time Designer: Jude Hoy 3D Editor: Miranda Rosales Screens Production: All Of It Now Screens Producer: Vishal Sharma Colorist: Patricio Guerra Camera Director: Josiah Battles Lighting Designer: Marcus Jessup Lighting Programmer: Evan Nichols, Aria Hailey **Related:** *[Hang the DJ Founders on Music’s Power to Unlock Memories and Emotions](https://musebyclios.com/music/hang-the-dj-founders-on-musics-power-to-unlock-memories-and-emotions/)* ![author avatar](https://secure.gravatar.com/avatar/6b6bfb2f77a71b59d600c283859735f5d62b2631c0b7c29a530b306cb0abde04?s=300&d=mm&r=g) Luz Corona [See Full Bio](https://musebyclios.com/author/luzcorona/) [ ](https://musebyclios.com/author/luzcorona/) **Categories:** Musings **Tags:** Experiential, hip-hop, Music **Sections:** Entertainment, Trending --- ### [Oreogate and Kumar Didn’t Need to Be Real to Work](https://musebyclios.com/musings/oreogate-and-kumar-didnt-need-to-be-real-to-work/) **Published:** September 2, 2026 **Author:** Luz Corona **Content:** If you’ve been anywhere on the internet the past couple of weeks, you’ve seen Oreogate: a mom upset that another mom is packing Oreos in her kid’s lunchbox. The whole thing plays out across screenshots of a parent group chat, with a gospel-style reading of the chat responses. It read as pure Karen content, and it went viral the way that content always does, with everyone trying to figure out if it was real. Was it a skit? Overparenting? Something else entirely? Before that, there was [Kumar](https://www.masterhooks.com/resources/articles/the-real-kumar-method-how-a-retired-accountant-cracked-instagram-s-algorithm), a retired accountant who appeared on Instagram shot like a movie villain, claiming he would become the world’s biggest accounting influencer. The high-end editing alone was enough to make anyone stop scrolling. Who was this guy, and what was he doing? Both got covered as wild, organic internet content, but in reality, both were brand campaigns. [Oreogate](https://www.businessinsider.com/oreogate-mom-drama-suno-ad-fake-2026-8) was a Suno partnership, and [The Kumar Method](https://ramp.com/thekumarmethod) belonged to Ramp. Neither one was hiding it, necessarily. Every Oreogate caption made clear that the song reading of the group chat was made using Suno. Kumar’s own site said outright, weeks before Ramp’s name showed up anywhere, that he was engineered, not lucky. The label was right there. Most people scrolled past it anyway, which is exactly why this works: the content struck a chord and its “realness” became a part of the lore. Both worked because they were plausible. The easiest way to get someone to believe a lie is to put a little truth in it. [Mom chats](https://www.parents.com/oreogate-debate-12068508) have a well-earned reputation, so a mom going after another mom over lunchbox contents reads as something that could actually happen. It’s not hard to picture someone older figuring out social media well enough so they can build their personal brand. Neither story needed to be real for it to work. It just needed a premise close enough to real life for people to join the conversation without worrying if they should fact-check it first. Both were also paced the same way: dragged out across multiple posts over several days instead of being resolved in a single video. That is how stories are told on TikTok and Instagram now—not all at once, but in installments. It is the modern-day version of the oral tradition, delivered one reel at a time. In June, the reveal was that Kumar isn’t a real person; he’s an actor, and the account is an engineered virality system. It wasn’t until August that anyone confirmed the system belonged to Ramp, tied to a funnel that ends in a work-email gate. > [View this post on Instagram](https://www.instagram.com/reel/DZN5Njzo-Yh/?utm_source=ig_embed&utm_campaign=loading)[A post shared by Kumar (@thekumarmethod)](https://www.instagram.com/reel/DZN5Njzo-Yh/?utm_source=ig_embed&utm_campaign=loading) ## **Brands aren’t acting like brands anymore** What both cases illustrate is a fundamental shift in where brands focus their energy. Posting from a corporate handle is increasingly ineffective because users are trained to skip anything that smells like an ad the second they clock it. The workaround involves borrowing a genre that already spreads organically—whether that is unhinged parent drama or a villainous origin story—and routing the brand through it rather than leading with the product. These campaigns tap into something deeper than a simple love for drama: people like a mess. Not just myth, but a genuine mess. A group chat spiraling over Oreos works because messy parent groups and judgmental parents are familiar enough that everyone has seen a version of them. Kumar works the same way; wanting to be the last person standing in your field is a recognizable feeling, especially where [ageism](https://www.inc.com/suzanne-lucas/why-saying-the-ai-did-it-wont-stop-an-age-discrimination-lawsuit/91393888) abounds. Mess pulls people in twice: first, to watch the chaos play out, and second, to weigh in with how they would have handled it differently. That impulse to watch and then judge is what makes content travel—and we see this cycle repeat with every controversy. Oreogate had another reason to engage on top of that. The videos ran the same gospel-leaning audio style that’s been trending across Instagram and TikTok for a while. It wasn’t just a mess doing the work. It was a mess wrapped in a sound and format the algorithm was already rewarding. Love it or hate it, it’s clear that Suno and the creator were paying attention to what makes people obsessed. > [View this post on Instagram](https://www.instagram.com/reel/DcMjhWyzFYX/?utm_source=ig_embed&utm_campaign=loading)[A post shared by ashleighjamz (@ashleighjamz)](https://www.instagram.com/reel/DcMjhWyzFYX/?utm_source=ig_embed&utm_campaign=loading) The most effective way for a brand to reach people, by the brand’s own logic, is to not show up as a brand. The brand’s own voice, its own account, its own name attached to anything, has turned into a liability, but brands still need to be in the conversation. So… they have someone enter the conversation for them. ## **Does this do more harm than good?** This pivot comes with a cost that campaign metrics do not necessarily capture. Every time one of these stunts is unmasked, it teaches the audience to distrust the next unhinged group chat or too-strange-to-be-fake character—even the ones that are just genuine human moments. If the most human-feeling content on a feed turns out to be a marketing funnel, the reasonable response is to assume everything is fabricated. That is not a great trade for brands to make on behalf of the entire internet. When so much of the digital experience already feels performative, this is a recipe for deep-seated distrust. What happens once the brand officially enters the narrative? Once a brand claims the content as its own, does it survive? Part of what made Oreogate and Kumar work was that the audience found them, argued about them, and shared them before anyone confirmed who was behind it. The victory lap is the moment that stops being true. My guess is no, or at least not in the same form. The thing that made it spread was the not knowing. Once the logo is attached, there’s nothing left to figure out. ## **Who really wins?** The real winner of Oreogate is Oreo. Suno ran the campaign, but Oreo is the one people rallied around, defended and kept talking about, all for free. And the timing didn’t hurt. Oreo makes a gluten-free version now, so the brand people were defending is also one more people could actually bring to the party. In addition to the tons of videos of moms sharing their own mom chat horror stories, there were just as many moms strategically buying Oreos in solidarity. It’s easy to get lost in algorithm changes and trend-hopping and lose sight of the bigger shift underneath all of this: brand content keeps evolving and has to keep up with consumers who are seeing every trend as they scroll. Oreogate and Kumar showcase the next stage of that evolution: content built specifically for a brand that doesn’t feel like a campaign at all. People want to connect with other humans. It’s why employer content is doing better than brand pages on social. It’s why you’re more likely to engage with a stranger on the internet than a brand. We talk a lot about how AI is making us worry about what is real and what isn’t, but what happens when everything feels like a paid ad without the tag? I’m curious how that plays out for trust over time, not just in whether people can still tell what’s organic, but in how they end up viewing the brands that keep doing this. **Related:** [*How Air Staged the Shortest CMO Tenure in Its History to Combat AI Slop*](https://musebyclios.com/advertising/how-air-staged-the-shortest-cmo-tenure-in-its-history-to-combat-ai-slop/) ![author avatar](https://secure.gravatar.com/avatar/6b6bfb2f77a71b59d600c283859735f5d62b2631c0b7c29a530b306cb0abde04?s=300&d=mm&r=g) Luz Corona [See Full Bio](https://musebyclios.com/author/luzcorona/) [ ](https://musebyclios.com/author/luzcorona/) **Categories:** Musings **Tags:** content creators, Oreo, social media **Sections:** Community Voices --- ### [Harrison Ford and Michael J. Fox Unite for Parkinson's Appeal](https://musebyclios.com/film-tv/harrison-ford-and-michael-j-fox-unite-for-parkinsons-appeal/) **Published:** September 2, 2026 **Author:** David Gianatasio **Content:** “Don’t make it weird.” Wise words from Michael J. Fox for Harrison Ford on how to behave when a friend or loved one tells you they have Parkinson’s. The pair appear in a PSA dropping today from [The Michael J. Fox Foundation](https://www.michaeljfox.org/) and agency Maximum Effort. Fox, of course, has long struggled with the brain disorder and ranks as perhaps the highest-profile advocate for Parkinson’s awareness. Here, eschewing bells and whistles, he and Ford—both Emmy nominees for [Shrinking](https://tv.apple.com/us/show/shrinking/umc.cmc.apzybj6eqf6pzccd97kev7bs)—discuss the disease and offer tips for allies. Their chemistry’s apparent from the jump, yielding an oft-quippy back-and-forth that serves as a heartfelt, low-pressure primer. Here’s one exchange: Ford: Well, what should I say to my friend? Fox: How about, “Thanks for telling me.” Ford: That’s it? Fox: You don’t need fancy speeches. Ford: Good. I hate big speeches. Fox: That’s clear. And another: Ford: Most people’s first instinct is to try and help. Fox: And that’s great, but just try not to confuse helping with fixing. Ford: What’s the difference? Fox: Well, saying you found a cure on the internet is not helping. Ford: I wouldn’t do that. Have you seen the #\*#! that’s on that thing? “Our call to action is simple: Visit The Michael J. Fox Foundation’s website to discover the many ways we support everyone touched by Parkinson’s—from resources to navigate and live well with the disease to the latest research breakthroughs,” says MJFF chief marketing officer Holly Teichholtz. “Above all, we hope people feel the authentic friendship between Michael and Harrison. Just as friends show up for one another, the Foundation will keep showing up for everyone living with Parkinson’s.” The star power is strong in this one, with the A-listers sure to generate plenty of media coverage and public interest as they champion the cause. **Related:** *[iPhone Helps Reframe Life for Folks With Parkinson’s](https://musebyclios.com/health/iphone-helps-reframe-life-for-folks-with-parkinsons/)* ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Film and TV, Health and Wellness **Tags:** Maximum Effort **Sections:** Entertainment, Lifestyle --- ### [Video Editor Scot Crane's Advice: Follow Your Passion, Wherever It Leads](https://musebyclios.com/film-tv/video-editor-scot-cranes-advice-follow-your-passion/) **Published:** September 3, 2026 **Author:** Shahnaz Mahmud **Content:** Inspired to pursue editing after seeing Wim Wenders’ *Wings of Desire* at London’s Lumière cinema, Scot has spent more than two decades collaborating with acclaimed directors including Henry-Alex Rubin, Jeff Low and Daniel Wolfe on award-winning campaigns for brands such as Guinness, Amazon, BT and EE. Scot also spent time in his youth on London’s alternative comedy circuit, sharing bills with Mike Myers, Julian Clary, Jo Brand and Mark Thomas This experience gave him an enduring instinct for performance and comic timing. [Scot](https://the-quarry.co.uk/editor/scot-crane/) is a partner and editor at [The Quarry](https://the-quarry.co.uk/), represented in the U.S. by Cut+Run. Most recently, he edited Anthropic’s Super Bowl campaign, which won key prizes like the Film Grand-Prix at Cannes Lions and the [Super Clio](https://musebyclios.com/super-bowl/anthropic-wins-super-clio-for-best-ad-in-the-big-game/), which honors the best commercial in the Big Game. We spent a few minutes with Scot to learn more about his background, inspirations and a deep love of music. ### What creative hill would you die on? Never use a music track that’s been used before. ### What’s the best career advice you actually followed? Do what you’re passionate about. I hardly feel like I’m working—until I’m moving a title around for a whole day! ### Do you have a secret productivity habit? Walking my dog. Really clears my head so I can go back to the edit and nearly get that first look feeling to the cuts and rushes. ### Is there a source of inspiration you return to constantly? Music has inspired me my whole life, be it with film, clothes, socializing—and it’s the reason I am where I am. It’s always had a physical and not just mental effect on me (of course only good music!) As in I get goose bumps and hairs standing up. If you can marry that with picture then you are on to a winner. ### What’s one tool that changed how you work? Would have to be the editing program [Avid](https://en.wikipedia.org/wiki/Avid_Technology). Made it possible to edit all over the world and on set. ### What’s the last great book, article or video you consumed? [*John and Paul: A Love Story in Songs*](https://us.macmillan.com/books/9781250386465/johnpaul/) by [Ian Leslie](https://en.wikipedia.org/wiki/Ian_Leslie_(writer)), beautifully written about the GOAT of creative partnerships. ### How did you first get interested in film? A night at the Lumiere Cinema St. Martins Lane, London I saw [*Wings of Desire*](https://en.wikipedia.org/wiki/Wings_of_Desire) by [Wim Wenders](https://en.wikipedia.org/wiki/Wim_Wenders). It captivated me because of the story of love and life. That an angel would give it all up to be mortal for love. The cinematography of[ Henri Alekan](https://en.wikipedia.org/wiki/Henri_Alekan) with its use of black and white to color. [Nick Cave](https://en.wikipedia.org/wiki/Nick_Cave), post war Berlin and [Columbo](https://www.tcm.com/articles/111419/wings-of-desire). Something clicked inside me and three months later my journey started as a runner at [Jim Bambrick’s](https://www.imdb.com/name/nm1023928/) film editors. ### What’s movie set do you wish you could visit in real life? Well it has to be *Wings of Desire*. Especially as it was shot while the Berlin Wall was still up. ### If your life was a movie, what would the logline be? Scissors and Sellotape. ### You’ve got 2 minutes with the industry… What’s your hot take? Try to always trust how you felt that first time you saw a piece of work. That moment it’s all fresh and can stir (or not) emotions and feelings. You never get it again and it can get lost in over-thinking and viewing. (though that does sound like I don’t want anyone to touch my first edit!!!!). [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:amy.corr@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Film and TV **Tags:** The Quarry **Sections:** Entertainment, Trending --- ### [How Air Engineered the Shortest CMO Tenure in Its History to Combat AI Slop](https://musebyclios.com/advertising/how-air-staged-the-shortest-cmo-tenure-in-its-history-to-combat-ai-slop/) **Published:** August 31, 2026 **Author:** David Gianatasio **Content:** “This is extremely problematic” isn’t something a CEO anticipates hearing from a newly hired CMO into day one of the marketing exec’s tenure. Yet, that’s what unfolded last week at Air, an AI-driven creative operations platform. The conversation was part of a larger regroup among co-founder and CEO Shane Hegde, Air staff members and newly appointed CMO [Eric Toda](https://www.linkedin.com/in/toda/). A video marking the “problematic” exchange was shared on social media, shocking users who had previously [congratulated Toda on his LinkedIn post](http://linkedin.com/posts/toda_humbled-and-honored-to-announce-i-am-the-activity-7497662780175482880-_C4M?utm_source=share&utm_medium=member_desktop&rcm=ACoAAAW2ZgkBs4Avr1oSOkiPG63ivR_oJLuEfAA) announcing his new position a few days earlier. Toda is an award-winning marketing exec known for his work at Meta, AirBnb, Gap and Nike, in addition to his [strong advocacy efforts](https://www.hautelivingsf.com/2022/06/28/empowering-the-aapi-community-eric-toda/) for the AAPI community. The initial post drew hundreds of reactions and comments, an indicator of both his reputation and the amount of eyes on the career move. Toda’s gig at Air ended six, maybe seven hours later. That short-lived relationship was the hilarious focal point of a five-part mockumentary, directed and edited by Mike Lavin, spotlighting Air’s repositioning as an agent for creative tasks (not an “Asian for creative tasks” as stated in the satirical clip). In addition to Toda and Hegde, the ensemble included: Hegde; comedian Charles Hsu; creators Jaeki Cho and Timm Chiusano; and Air staffers Ariel Rubin, Emmeline Vu and Sarah Teferi. “Many tech companies have been putting out videos of a founder in front of a camera pitching, but we never thought that would resonate with our customer base,” Hegde shared with Muse. “What it became is this narrative around the modern CMO and the chaos they deal with. We were willing to flex towards that part of the story because it was also interesting and opens the door for how a modern CMO can deal with this reality.” All episodes can be found on [Air’s Instagram](https://www.instagram.com/air.hq/). Muse chatted with Hegde, who shared how the viral posts came together, how the content play reflects the platform’s approach to B2B marketing and the plan to maintain momentum. > [View this post on Instagram](https://www.instagram.com/reel/Dcd7XKpSsdX/?utm_source=ig_embed&utm_campaign=loading)[A post shared by Air (@air.hq)](https://www.instagram.com/reel/Dcd7XKpSsdX/?utm_source=ig_embed&utm_campaign=loading) The following has been lightly edited for length and clarity. ### How did this genius marketing plan come together? Like any good idea, you start with a kernel. People kept saying “agent,” and my VP of content \[Rubin\] and I would always think they said “Asian” instead. We thought that was pretty funny. Our product marketer Emmeline, whose family is ethnically Vietnamese, had a couple ideas for comedians we could bring in. Then you just start beating up ideas. This is like any amazing creative process where it’s always a “yes and,” and it builds from there. We’ve known Eric for years and always wanted to do a project with him. We happened to be catching up and mentioned this stupid idea we had. He loved it and leaned into it. He worked with us on shaping it. If you look at the commentary, none of it has to do with the original joke. It has to do with this hokey CMO coming in and the chaos they have to deal with, and a lot of that came through Eric’s vision. To his credit, he’s a creator. And one of the ways our business has succeeded is by giving creatives the space to shape a campaign. We’ve done that with dozens of creatives, from [Kareem Rahma](https://air.inc/resources/kareem-cio) to [Oren John](https://air.inc/resources/creative-ops-tour) and the Rizzler. Working with Eric was no different. It’s not like we had the most genius idea; we just let it run. We didn’t try to control the narrative; we just let it escape. That narrative was different than what we thought it was going to be as we started, but it was beautiful in its own right. ### What was the original narrative, and where are we now? The original narrative was that we’ve repositioned the business around AI. Air is now an agent for creative tasks. Many tech companies have been putting out videos of a founder in front of a camera pitching, but we never thought that would resonate with our customer base. Making a 5-part mockumentary about our repositioning is an interesting way to get the message out there. What it became is this narrative around the modern CMO and the chaos they deal with. We were willing to flex towards that part of the story because it was interesting and opens the door for how a modern CMO can deal with this reality. ### Right now, brands are afraid to get a little bit risque, especially if it involves conversations involving ethnicity. Were you ever concerned about how this would be received? When we execute on campaigns, there is a ton of thought and debate. I believe the audience is smarter than folks give them credit for, and they can see through any amount of BS. If you’re going to do a campaign like this, you have to work with a great comedian, a world-class CMO, and someone like Jaeki Cho, who helped shape the idea to make it authentic to their community and my community in the AAPI world. What was cool from my perspective as an Indian American was seeing several CMOs respond with things like “also the South Asian agent for creative tasks.” I also liked that the commentary extended beyond that. If you read the comments, the small piece about being Asian in the workspace ended up not being the primary narrative; the narrative was something much bigger. As an optimist, I love that the majority of people who looked at this had nothing to do with ethnicity or race. That’s a good world to live in. ### Marketers are not typically known for acting skills, but everyone stayed in character. What was the direction and mentality on set? How many takes did you need? You’re not going to believe me, but it was maybe a max of two takes. It was mostly improv. The “Pika Pika” Pokemon thing wasn’t written down anywhere—that was just Jaeki riffing. And to Eric’s credit, he’s a good actor. He took the script, beat it up and put it in his own words, asking what he would actually say. When you do that, things feel natural. That all actually came from Charles, who does improv every day on the internet. He brought this energy of treating it as if it were real. No one was acting. Eric has been in those rooms running marketing, Charles knows how to light up a room and Jaeki and Tim were just being themselves. In this world of AI slop and perfection on Instagram, the world is starving for authenticity. It can feel risky to be authentically yourself. But when you are, there is so much joy represented in the work. You can’t lose when you’re having fun. This fear that marketers have around upsetting people comes with the asterisk that you’re a good person who wants good for the world. I don’t know how people can be mad at you when you’re celebrating something wonderful in a way that’s authentic to who you are. ### The editing was great too. You could have just set up one camera, but this felt different. I assume that was your creative team? Ariel Rubin runs our internal agency, which is a mixture of community, social, campaign and production folks. We took a lot of inspiration from Andy Pearson’s organizational structure over at Liquid Death. We built this team under Ariel over the last three years, and our campaign work has been a testament to this strategy. ### It did remind me of Liquid Death. The magic of what Liquid Death has done is not that they have some unique view of the world, but they’ve set up the right org structure to support creative work. We implemented a similar structure with three components: the content team (internal agency) run by Ariel; the core marketing team run by Jeff Toos; and the growth team run by Torin Rittenberg, which handles outbound programs, paid ads and systems engineering. This separation allows each leader to be tactical across their focus area. They all support each other, so we don’t need to pump out a bunch of paid ads for awareness because our organic awareness is so strong. That builds a list that the paid ad team can then target. It’s also way less intrusive. People naturally gravitate towards your brand and then don’t mind being messaged later. Hundreds of CMOs have seen our work this week. I guarantee the 1,000-plus people who liked Eric’s announcement post are wondering what Air is. They’re digging in and looking at it. Our challenge is to keep that opportunity warm without being gross—not just saying, “You liked Eric’s post, book a demo.” Great brand work gives you an opportunity to build a relationship, great marketing work fosters it and great growth work drives it to a meaningful next step. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Air **Sections:** Trending --- ### [For BMW, Common Visits a World Where the Batteries Begin to Fail](https://musebyclios.com/advertising/for-bmw-common-visits-a-world-where-all-the-batteries-fail/) **Published:** September 1, 2026 **Author:** David Gianatasio **Content:** A world where all the battery-powered tech devices start running out of juice at the same time? This. Is. Not. Happening! It is, actually, in the amusing spot below, as actor/rapper Common takes the wheel to tout BMW Certified’s 8-year/100k-mile battery warranty. Next, Common hits an auction house for a rumination on BMW’s dealer network and 24/7 roadside assistance. Breaking today from Goodby Silverstein & Partners and MJZ director [Henry Hobson](https://www.imdb.com/name/nm3918746/), the work delivers smooth messaging that’s on point but somewhat novel for the category. “In the world of pre-owned vehicles, shoppers are surrounded by over-explained products and ‘certified’ claims,” GS&P creative director Clemens Zlami tells Muse. “It’s a glut of jargon, and people aren’t just looking for more information anymore. They want confidence. We all have that.” As for casting Common, “Not only does the name give us a great platform for BMW Certified—hip-hop historians reading this will know that before ‘Common,’ his stage name was ‘Common Sense,'” which serves as the campaign’s theme, notes Tim Sumter, a marketing specialist at BMW North America, “He exudes class. He’s a man of the people, humble, successful and thought provoking. That connection makes for a natural partnership that allows for an authentic storytelling rooted in who he is, and what BMW Certified is.” So, the artist embodies the message, aimed at drivers “who value quality, craftsmanship and smart decision-making over sparkle and status,” per Charlotte Cordova, agency strategy director. “They see the pre-owned premium as a strategic choice, not a compromise. They’re willing to pay more for brands that reflect their standards and help them feel assured. They know the smartest choices don’t feel complicated—they feel right.” And it turns out that sad-faced delivery bot provided some fun for the crew. “It was actually a converted RC car, and provided an interesting avenue for gambling during lunch,” Zlami says. **Related:** *[BMW, Carlos Alcaraz Drive an Intense Road to Success for iX3](https://musebyclios.com/sports/bmw-carlos-alcaraz-drive-the-road-to-success-to-intro-ix3/)* **CREDITS** Client: BMW Chief Marketing Officer: Leigh Moynihan Retail & BMW Certified Marketing Manager: Jason Zisa Senior Pre-Owned Marketing Specialist: Tim Sumter Retail & National Cert. Mktg. Specialist: Christina Eisele Agency: Goodby, Silverstein & Partners Executive Creative Director: Matt Edwards Creative Director: Clemens Zlami Creative Director: Kevin Leung Senior Copywriter: Rachel Nagpal Senior Art Director: Duncan Spear Junior Art Director: Jamie Glover Junior Copywriter: Nadeen Albarqawi Executive Producer: Matt Flaker Producer: Alicia Portner Account Director: Olivia Mullen Account Manager: Jen Phelps Assistant Account Manager: Brianna Sauter Brand Strategy Director: Harper Bokum-Fauth Group Business Affairs Lead: KK Davis Production: MJZ Director: Henry Hobson Edit: Arcade Editor: Alex Pirrone Assistant Editor: Garett McDonald VFX: Pariah Creative VFX Artist: Nhat Tran Sound Design/Mix: Sonic Union Engineer: Steve Rosen ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** BMW, Goodby Silverstein & Partners **Sections:** Entertainment, Trending --- ### [NYC Exhibition Explores the Cultural Impact of 'Peanuts' Through Fashion, Sports and Music](https://musebyclios.com/experiential/nyc-exhibition-explores-the-cultural-impact-of-peanuts-through-fashion-sports-and-music/) **Published:** September 2, 2026 **Author:** Shahnaz Mahmud **Content:** ![](https://cdn.musebyclios.com/wp-content/uploads/2026/09/02084622/SN.jpg)New York will be buzzing all month with Fashion Week, the U.S. Open—and “Snoopy In Style NYC,” hosted by Peanuts Worldwide. The show celebrating the iconic comic strip and media franchise was timed to coincide with the other two events. Its main purpose is to invite audiences into the world of *Peanuts* series’ creator [Charles M. Schulz ](https://en.wikipedia.org/wiki/Charles_M._Schulz)and explore his lasting impact through fashion, sports and music. The 16,000 square-foot exhibition in the Meatpacking District features 10 immersive experiences that fuse the strip’s themes with contemporary culture. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/09/01201252/INSTA-WITH-YELLOW-AND-GREEN-INTERIORS.jpg)### Snoopy: Forever in Fashion “Fashion was embedded in Schulz’s storytelling from the beginning,” says Gina Huntsinger, director of [The Charles M. Schulz Museum and Research Center](https://en.wikipedia.org/wiki/Charles_M._Schulz_Museum_and_Research_Center). “[Charlie Brown](https://en.wikipedia.org/wiki/Charlie_Brown)‘s zigzag shirt became a visual signature. [Lucy](https://en.wikipedia.org/wiki/Lucy_Van_Pelt) and [Sally](https://en.wikipedia.org/wiki/Sally_Brown)‘s wardrobes changed with the times. And Snoopy could transform himself into [Joe Cool](https://www.peanuts.com/about/joe-cool) simply through sunglasses and a turtleneck. Schulz paid attention to what people wore and used clothing as another way of communicating character and personality.” In fact, Snoopy fashion exhibitions date back to 1982 in San Francisco. That event sparked an international phenomenon, inspiring major shows in France and Japan. For this year’s NYC extravaganza, numerous brands and designers have created custom pieces for Snoopy and Woodstock. These include [Adidas](https://en.wikipedia.org/wiki/Adidas), [American Eagle](https://en.wikipedia.org/wiki/American_Eagle_Outfitters), [Coach](https://en.wikipedia.org/wiki/Coach_New_York), [Collina Strada](https://collinastrada.com/?srsltid=AfmBOopoRyy0cHL2ZUQorEGyAPSw9MWj2PdKYGjQVCrTKMbjzEGzwoxb), [GAPStudio designed by Zac Posen](https://www.gap.com/browse/new/gapstudio?cid=3045197&mlink=1,1,HP_MERCH_GapStudio_ALL_IMAGE&tid=gpps021856&kwid=1&ap=7&ds_agid=1596896097-185849263622&gclsrc=aw.ds&gad_source=1&gad_campaignid=1596896097&gbraid=0AAAAAD_AT8u_52L8rAKvybMRwMP7aQJK5&gclid=Cj0KCQjw79nUBhCgARIsADSHka0sKRa3LnLXYLB34UJ6bB38py3OWUE_PovPrOmry5Y3reomDWPGV30aAmtsEALw_wcB), [Kith](https://en.wikipedia.org/wiki/Kith_(brand)), [Levi’s](https://en.wikipedia.org/wiki/Levi_Strauss_&_Co.), [Michael Kors Collection](https://www.michaelkors.com/michael-kors-collection.html?ecid=MKS_TEXT_P_GG_BR_US_EN_COLLECTION_X_EXACT_11193866145_108945823879&ogmap=SEM%7CBR%7CGOOG%7C%7C%7C%7C%7CMKS_TEXT_P_GG_BR_US_EN_COLLECTION_X_EXACT&gclsrc=aw.ds&gad_source=1&gad_campaignid=11193866145&gbraid=0AAAAADm3-A_Zgm8RJPSiFo9oFbPhykfUm&gclid=Cj0KCQjw79nUBhCgARIsADSHka3uPGPm8Hs9PWAXn31bcfnL1dhEFQl3ooeBkgxo4SJi8EZ7_NS6vk0aAlxOEALw_wcB) and [Tommy Hilfiger](https://en.wikipedia.org/wiki/Tommy_Hilfiger). ![](https://cdn.musebyclios.com/wp-content/uploads/2026/09/02082043/DOLLS.jpg)Snoopy’s first appearance in a New York Fashion Week event was in 2007, and Huntsinger notes that New York has a particularly meaningful connection to Charles Schulz and *Peanuts*. “Schulz first came to New York in 1950 to show his early [*Li’l Folks*](https://en.wikipedia.org/wiki/Li'l_Folks) cartoons to [United Feature Syndicate](https://en.wikipedia.org/wiki/United_Feature_Syndicate). That meeting resulted in the contract for what became *Peanuts*,” she says. ### Schulz Was an Ally of Women in Sports Schulz was a lifelong sports fan, and tennis became an important part of his life and his work. Appearing early in the strip’s history, the game eventually inspired characters including [Molly Volley](https://peanuts.fandom.com/wiki/Molly_Volley), [Crybaby Boobie](https://www.peanuts.com/about/crybaby-boobie) and [Bad Call Benny](https://peanuts.fandom.com/wiki/%22Badcall%22_Benny). Most significantly, Schulz and [Billie Jean King ](https://en.wikipedia.org/wiki/Billie_Jean_King)forged a friendship and shared a commitment to advancing women in sports and society. “Schulz became a trustee of the [Women’s Sports Foundation ](https://en.wikipedia.org/wiki/Women's_Sports_Foundation)and used *Peanuts* to draw attention to gender inequality in athletics,” says Huntsinger. “In 1979, he used statistics supplied by the Foundation in strips about disparities in collegiate athletic funding.” ![](https://cdn.musebyclios.com/wp-content/uploads/2026/09/01202021/tennis_V5_cam_001.jpeg)“The exhibition therefore connects fashion and sport because both reveal something fundamental about Schulz: he was intensely observant of the world around him, and he incorporated those interests and convictions into *Peanuts*,” Huntsinger says. ### *Peanuts’* Jazzy Soundtrack Lives in the Head of an Entire Generation Music is also integral to Schulz’s legacy, and is brought to life through the Joe Cool’s Listening Lounge at the exhibition. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/09/01201353/Joe_Cools_V2_cam_002.jpg)The lounge, named for one of Snoopy’s many alter egos, features a DJ booth that plays the [*Peanuts* soundtrack](https://craftrecordings.com/collections/peanuts-music?srsltid=AfmBOorRQuhk6WBiutqwlw_WUZDK-VN3jZPJMclPauKhgxj4LiVAracM) and [Vince Guaraldi](https://en.wikipedia.org/wiki/Vince_Guaraldi)‘s memorable jazz compositions. Vintage records, archival material and exclusive merchandise inspired by the music are intended to give visitors a sense of the cultural impact Joe Cool—and all of the gang—made. “So rather than treating Snoopy simply as a fashion icon, the exhibition uses fashion, music and sport as ways into the much larger story of Schulz, his creative process, his values and the continuing cultural relevance of *Peanuts*,” says Huntsinger. The exhibition runs through Sept. 26. **Related:** *[International Artists Celebrate La Borinqueña’s 10th Birthday With Limited-Edition Covers](https://musebyclios.com/art/international-artists-celebrate-la-borinquenas-10th-birthday-with-limited-edition-covers/)* ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** Experiential **Tags:** peanuts **Sections:** Entertainment, Trending --- ### [Nissan Shutters 'Heisman House,' Casts Tebow, Hunter and Henry in Faux Spokesperson Competition](https://musebyclios.com/sports/nissan-shutters-heisman-house-casts-tebow-hunter-and-henry-in-faux-spokesperson-competition/) **Published:** September 2, 2026 **Author:** David Gianatasio **Content:** We’ll see no more kooky college football mascots and cross-generational Heisman winners sharing an ersatz frat-house to hype Nissan vehicles. After 15 years, the nameplate has ended its “Heisman House” campaign. So, *yay!* or *waaah!*—as ever, it’s a matter of taste. The hijinks weren’t for everyone. But the work ranked among the most recognizable NFL-themed marketing initiatives in recent memory. Over time, it became a fall fixture, like the game itself and, more recently, [marketing blitzes](https://musebyclios.com/sports/betting-apps-make-culture-plays-with-kevin-hart-nick-jonas-and-jon-hamm/) from sports-betting apps. “Heisman House” creators through the years have earned the right to spike the ball. Now, for 2026, Omnicom’s Nissan United agency stages a mock “Spokesperson of the Year” battle among trophy recipients (and former “House” denizens) Tim Tebow, Travis Hunter and Derrick Henry. Tagged “Tell Them a Heisman Sent You,” the 6-episode series still slings the silly. But it feels decidedly more retail than what came before. Of course, “Heisman House” was all about the sales funnel, too. But its goofy antics went a long way toward generating entertainment and goodwill. The brand’s [growth has surged](https://www.autonews.com/nissan/an-nissan-q2-sales-0701-2/) for more than a year, making the creative shift especially baffling. It’s an open question if “Sent You”—with its emphasis on showrooms and lingering shots of the latest Nissan cars—will seem too on the nose. Here’s a trailer: And the first full episode: Below, Tony Weeks, Nissan’s senior manager of model & partner strategy and content lead, discusses the new playbook. ### Did you know that [last year’s “Heisman House”](https://www.facebook.com/watch/?v=2704411043284510) would be the last one ever? We continually evaluate how to evolve the Heisman campaign in ways that feel fresh and relevant to fans. This year, “Tell Them a Heisman Sent You” emerged as the strongest direction. It’s a way to spotlight the ultra‑competitive personalities of Heisman winners while keeping Nissan’s vehicles at the center of the story. ### Did the “House” concept feel stale? This year’s shift was about expanding the creative canvas. “Tell Them a Heisman Sent You” introduces new scenarios, new humor and new ways for the athletes to interact with Nissan vehicles. This gives the campaign fresh energy while staying true to what fans love. ### Why go with this particular route, though? Short‑form episodic content has exploded in popularity and now reaches audiences comparable to traditional TV. By pairing a digital series with TV spots and social extensions, we’re able to reach fans wherever they’re watching and deliver a deeper, more entertaining storyline. ### Do you view the series concept as a tad risky? It’s a natural evolution that follows how consumers engage with content today. The Heisman campaign has always adapted to fan behavior, and this year’s format reflects that progression. ### Why pick these specific headliners? Tim Tebow, Derrick Henry and Travis Hunter are known for their competitive spirit, making them ideal for this year’s storyline. The broader cast of Heisman legends adds personality, perspective. ### Did the new format create fresh challenges? One of the biggest challenges is coordinating schedules—these are exceptionally busy people!—so preparation and tight planning are essential. The scripts are intentionally structured, but many of the best moments come from spontaneous interactions that bring authenticity and energy to the series. The athletes have a genuine camaraderie, and once the cameras roll, that chemistry comes through in unscripted moments that often become the most memorable parts of the final edit. **Related:** *[Nissan’s ‘Heisman House’ Pivots as Campaign Returns for 10th Season](https://musebyclios.com/advertising/nissans-heisman-house-pivots-as-campaign-returns-for-10th-season/)* ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Sports **Tags:** NFL, Nissan **Sections:** Entertainment, Trending --- ### [Top NFL Draft Pick Fernando Mendoza Call Plays for U.S. Bank](https://musebyclios.com/sports/top-nfl-draft-pick-fernando-mendoza-call-plays-for-u-s-bank/) **Published:** September 1, 2026 **Author:** David Gianatasio **Content:** In July, Fernando Mendoza signed a four-year, [$57.3 million rookie contract](https://www.nbcnews.com/sports/nfl/raiders-sign-no-1-pick-fernando-mendoza-contract-rcna588989) to play quarterback for the NFL’s Las Vegas Raiders. So, in the first U.S. Bank commercial below, when he kicks back in a recliner and declares, “Money in, worries out,” he knows of what he speaks. Comedian Caitlin Reilly co-stars in the visually intriguing spot from BarkleyOKRP and Stept Studios’ director Adam Patch. Gen Z’s the target, and the pitch positions U.S. Bank as a resource to help relieve financial anxiety. So, let’s visit a “Cozy World” with soft blue walls, snuggly blankets and bunny slippers. Gotta love the phone-dispensing cloud that floats by. It’s a wonderfully random element that basically steals the show. Yeah, you can find whatever you need in the cloud these days. Next, Fernando gets even more relaxed, hanging with his new team … of U.S. Bank pros. Sorry, Raiders. Here, two of the campaign’s creators take Muse behind the scenes: ### So, Gen Z is the target. How is the pitch tailored to them specifically? **Michael Lacorazza, CMO, U.S. Bank:** Our strategy is to show up in places where our audiences are already paying attention and deliver relevant messages that help them make informed choices. “Cozy Cash” was built around Gen Z’s financial tension of social and economic pressure to get in control of their finances and their inexperience with financial terms and strategies. Acknowledging that Gen Z faces real financial stress, we created this campaign to show that banking doesn’t have to be complicated. ### Obviously, Fernando’s been all over the news this summer. His presence adds a spark. **Michael Lacorazza:** We first enlisted Fernando to help shape [U.S. Bank Financial Edge](https://www.usbank.com/about-us-bank/news-and-stories/article-library/us-bank-financial-edge-helps-nfl-players-navigate-finances-on-off-the-field.html), a customized guidance offering built to help NFL players navigate important financial decisions throughout their careers and beyond. Fernando sits at the intersection of sports, finance and culture in a way that feels genuine. His role with the bank has continued to expand as U.S. Bank brings forward new content and experiences that encourage people to make informed choices with their money. He’s navigating real financial decisions himself, and he brings his own experience to conversations about money \[to the campaign\]. That authenticity is what makes him the ideal partner for reaching Gen Z. They can sense when someone gets it, and Fernando does. ### CG clouds? Puppets? Do tell. **Ben Estus, senior art director, BarkleyOKRP:** We knew that AI could have rendered us some cloud types. But we always loved the idea of crafting it for real and shooting it practically. Our director Adam Patch and the production team built the letters and clouds by hand, which gave us the deliciously real texture and subtle human touch we were looking for. Then the folks at Preymaker worked their magic to animate the letters and build a motion graphics system using the practical elements, retaining those slightly imperfect movement qualities we captured with on-set mechanics. ### Did that approach pose challenges for the crew? **Ben Estus:** The clouds themselves were super delicate, being clouds and all. So to capture the moment when Fernando pulls the phone from the cloud, a member of the crew had to contort himself behind it, holding the phone and hiding there through every take. ### Beyond the cloud, the look and feel of that blue room is notable. **Ben Estus:** Building the whole “Cozy World” was a blast. The goal was to create a soft space for tough conversations, a place where people could be real about their finances. We eventually found this lovely fleece-like material and upholstered the entire set and furniture to match. After the shoot, the panels were donated to a local art studio to be recycled for materials. **Related:** *[Take It From a Fake Cowboy, First Interstate Means ‘No Nonsense Banking’](https://musebyclios.com/advertising/take-it-from-a-fake-cowboy-first-interstate-means-no-nonsense-banking/)* ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Sports **Tags:** BarkleyOKRP, NFL, U.S. Bank **Sections:** Entertainment, Trending --- ### [Paramount Sees Its Latest 'PAW Patrol' Flick as a Family Bonding Experience](https://musebyclios.com/film-tv/paramount-sees-its-latest-paw-patrol-movie-as-a-family-bonding-experience/) **Published:** August 19, 2026 **Author:** Shahnaz Mahmud **Content:** A new experiential campaign for [PAW Patrol: The Dino Movie](https://en.wikipedia.org/wiki/Paw_Patrol:_The_Dino_Movie) isn’t just for kids—it’s a family affair. [Paramount Pictures](https://en.wikipedia.org/wiki/Paramount_Pictures) sought to reach parents and youngsters, encouraging them to play together and bond over the film and its characters in a family setting. The studio worked with digital marketing agency [Pretty Big Monster](https://www.prettybigmonster.com/), an [UNFOLD](https://www.linkedin.com/company/unfold-agency/) company. The duo fashioned a pair of interactive experiences. One lives on TikTok via pet recognition technology, the other in malls across the U.S., where fans can dance alongside some of the characters. “*PAW Patrol* is fundamentally centered around the bond between children and their pets, making pet-recognition technology a natural extension of the brand,” says Jason Steinberg, PBM’s founder and managing director. “The idea was to move beyond simply encouraging audiences to watch the movie and create an experience that allowed them to engage with the characters alongside their own pets.” Play The mall-based hologram experience stemmed from the same desire to make the characters feel tangible and interactive. Here, audiences could create a more immersive and memorable connection with the film. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/08/18164725/Paw-Patrol_Interactive-1.jpeg)For TikTok, the agency harnessed an AR effect powered by the short form online video’s pet-recognition technology. Essentially, the camera points at your pet, and the effect turns them into the newest member of the *PAW Patrol,* drenched in movie-inspired gear. A dinosaur “companion” tags along. “The key is that it stars your pet, not a generic character,” says Steinberg. “People love showing off their animals, and that personal connection helped drive two to three times the video submissions we typically see from an effect like this.” PBM partnered with the Hologram Media Network in nearly 50 malls across California, New York, Texas and Illinois. And more locations continue to come online. “TikTok gave us scale and shareability, and by involving the family pet, it became a shared family experience,” Steinberg explains. “The hologram activation gave families a real-world moment that a phone can’t replicate. Together, they created two ways into the same adventure.” Steinberg says an IRL activation was optimal, given its communal nature, that fits with families. It’s akin to grabbing a parent’s hand and running toward something—not someone scrolling alone, he says. “When the pups appeared in the malls, kids ran over to join them, and that kind of instinctive reaction is hard to create on a small screen,” says Steinberg. “It felt spontaneous and real, which is exactly what we wanted.” This element made the execution most rewarding for Steinberg, because it was clear the experience was creating a genuine emotional response. And parents sharing the resulting photos and video added a new dimension. While driving ticket sales is a main objective, a major goal is to deepen families’ connection with the film through joyful memories, rather than focusing on traditional ads, he says. “The biggest takeaway for me is simple: technology works best when people stop noticing the technology and start feeling something.” ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** Experiential, Film and TV **Tags:** big pretty monster, Paramount Pictures **Sections:** Entertainment, Trending --- ### [Let's Watch Xbox Characters Drop by McDonald's for Lunch](https://musebyclios.com/eurovisions/lets-watch-xbox-characters-drop-by-mcdonalds-for-lunch/) **Published:** September 1, 2026 **Author:** David Gianatasio **Content:** Here are some notable European campaigns that broke in recent weeks, selected by Muse sibling [Ads of the World](https://www.adsoftheworld.com/). ### McDonald’s • Xbox, ‘Bringing In-Game Food Into the Real World’ Agency: Leo U.K. McDonald’s and Xbox turn gaming lore into lunch with a limited-time menu inspired by six major franchises. *Halo*, *Fallout*, *Forza Horizon*, *Overwatch*, *World of Warcraft* and *Candy Crush* each get their own edible Easter egg, while a 60-second film finds characters abandoning missions for McDonald’s. Packaging, creators, rewards and social give fans plenty to obsess over. [Read More](https://www.adsoftheworld.com/campaigns/bringing-in-game-food-into-the-real-world) Play ### Vodafone Netherlands, ‘True Unlimited’ Agency: Brothers & Sisters Vodafone takes “True Unlimited” to new heights, sending Bente skydiving at maximum speed to dramatize unrestricted internet performance. As she plummets through the clouds, gamers, businesspeople and others join the free-fall, powered by the same pace. Set to a soaring rework of “I’m So Excited,” the sequel makes speed feel gloriously democratic. [Read More](https://www.youtube.com/watch?v=7UwoAWjIXiY) Play ### Road Safety Authority, ‘Take 2’ Agency: Forsman & Bodenfors The RSA turns a second glance into a lifesaving habit with this motorcycle safety campaign built like a film set. A T-junction becomes the stage for a simple message: Look right, left and right again. The clever conceit underscores a sobering truth: Unlike a film shoot, there are no second takes on the road. [Read More](https://www.adsoftheworld.com/campaigns/take-2) Play ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Eurovisions **Tags:** McDonald's, Road Safety Authority, Vodafone **Sections:** Entertainment, Trending --- ### [How Jennifer Fife of Havas' Art of Sound Builds a Sonic Universe for Brands](https://musebyclios.com/2-minutes-with/how-jennifer-fife-of-havas-art-of-sound-builds-a-sonic-universe-for-brands/) **Published:** September 1, 2026 **Author:** Shahnaz Mahmud **Content:** “I’m thrilled to see more brands not only pursue a mnemonic, but make music and sound part of a broader identity system—moving from sonic logos to sonic ecosystems—and including even the smallest sounds that might otherwise be considered purely ‘functional,'” [Jennifer](https://www.linkedin.com/in/jwfife/) says. “Considering the effect sound has on our well-being, curating an inviting sonic universe can improve the quality of our lives.” She also loves seeing brands engage with sound as the primary driver of creative campaigns, particularly on social media. “The line between marketing and entertainment continues to blur. And why shouldn’t it? We’re immersed in marketing whether we like it or not. So, it might as well be enjoyable.” Jennifer has 15 years of experience at the intersection of music, marketing and media. She is an award-winning executive producer and music supervisor who has led sonic branding, original music and music supervision for clients including Domino’s, CBS, Instacart, PayPal, Maybelline, and La Roche-Posay. She is currently an executive producer at Havas’ branded music division, the Art of Sound. We spent a few minutes with Jennifer to learn more about her background, inspirations and her deep passion for music. ### Where did you grow up, and where do you live now? I grew up in Texas, in the Dallas-Fort Worth metroplex. After spending some time in Oklahoma and a short stint in Japan, I lived in New York City for about 15 years, which is where I started my music career—initially in artist management, then supervision and production. Three years ago, I moved upstate to Schenectady. But I’m still in the city regularly for work, industry gatherings and shows. ### What’s your earliest musical memory? My mom had a MiniDisc player in her car, and she would make mixtapes and cycle through them while driving. There was some ’70s stuff, like [Wings](https://en.wikipedia.org/wiki/Paul_McCartney_and_Wings), [Bread](https://en.wikipedia.org/wiki/Bread_(band)) and [Todd Rundgren](https://en.wikipedia.org/wiki/Todd_Rundgren). And also deep mixes of early/mid-’90s alternative and pop-rock. These mixes became so familiar, and the individual songs—like [Deep Blue Something’s](https://en.wikipedia.org/wiki/Deep_Blue_Something) “Breakfast at Tiffany’s” and Gin Blossoms’ “Hey Jealousy”—comfort me to this day. The songs were catchy enough to capture a kid’s attention, but my sister and I would take the lyrics too literally, or just completely misunderstand them, being so young. ### Who are your favorite musical artists, and what you love about them? I am a[ Björk](https://en.wikipedia.org/wiki/Bj%C3%B6rk) fanatic. My taste in music is broad, but my sweet spot is the intersection of skillful pop songwriting and experimental treatments—production, arrangement, textures, lyrical themes and idiosyncratic performances—and that’s right where she is. Naturally, other artists who work at this intersection are also among my favorites: [Kate Bush](https://en.wikipedia.org/wiki/Kate_Bush), [Kelela](https://en.wikipedia.org/wiki/Kelela) and [Panda Bear](https://en.wikipedia.org/wiki/Panda_Bear_(musician)). ### What’s a recent project you’re proud of? I’m proud of the film the team worked on for Lotto for the World Cup. This was a complex ask, with dynamic, constantly shifting scenes that required so much attention to detail—but also had so much personality and flair. I’m also thrilled about the launch of [VOLYUM](https://www.prnewswire.com/news-releases/havas-launches-volyum-a-record-label-reimagining-brand-artist-collaboration-302787581.html), our record label in partnership with [Virgin Music Group](https://en.wikipedia.org/wiki/Virgin_Music_Group). This is something new and it will ultimately be shaped by the artists. There’s no other way to succeed in the music industry than by letting artists lead us to new frontiers. ### How should brands work with musicians? Be clear about what you want, but be open to interpretations you didn’t expect. There’s magic to explore at the edges of a brief, outside the to-the-letter ask, and that magic can take shape in the finer details. When it comes to those details, be ready to let things be—less hammering a square peg into a round hole for the sake of getting to the finish line. Some heartbreaking things can happen with a simple timing change in the edit and forcing the music to follow. Can the creative—or the interpretation of it—accommodate, or even benefit from, the music and sound pulling in a slightly different direction? It’s worth exploring. ### What can music do better than anything else? Music does this thing to me where my breath catches in my chest—for a moment, I can hardly breathe. I’ve broken out in a full-body sweat while totally still, just from hearing something musical for the first time. Music affects you on so many levels—emotionally, intellectually and physically—so quickly, so viscerally and so intensely. It touches something primal and instinctual. I feel like I’m otherwise not that well-connected to my base instincts. I love that music bypasses my logical brain to access something in me that’s more powerful and affects me more meaningfully. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:amy.corr@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With **Tags:** Art of Sound **Sections:** Community Voices, Entertainment --- ### [Betting Apps Make Culture Plays With Kevin Hart, Nick Jonas and Jon Hamm](https://musebyclios.com/sports/betting-apps-make-culture-plays-with-kevin-hart-nick-jonas-and-jon-hamm/) **Published:** August 31, 2026 **Author:** David Gianatasio **Content:** For brand-building among the masses, bankable stars and relatable humor are usually safe, smart bets. So, it makes sense that DraftKings, BetMGM and bet365—courting wide appeal in a [booming](https://finance.yahoo.com/news/global-sports-betting-market-forecasts-141300084.html) but [oft-contentious](https://magazine.publichealth.jhu.edu/2025/online-betting-surges-so-does-risk-addiction) category—lean into celebs and comedy for fresh campaigns. With football, hockey, hoops and post-season baseball gearing up, the wagering apps wish to weave themselves into the fall fabric. Ads from the trio, which began breaking last week, work hard to reinforce their standing as value-added players with cultural cred. ### Kevin Hart, meet Nick Jonas First, Kevin Hart returns for DraftKings, road-tripping with Nick Jonas, who makes his DK debut. William Stefan Smith directs with scenic scope to tout the app’s [recently enhanced](https://dknetwork.draftkings.com/2026/06/17/draftkings-is-now-available-nationwide-in-the-usa-read-more-inside/) availability. “Through their sportsbook and predictions offering, DraftKings is now available in all 50 states, meaning no fan is left out,” says Chris Mendez, creative director at Translation, which helped develop the campaign. “We’re speaking directly to a sports fandom with no bounds, empowering fans to take their game anywhere.” “That’s exactly how we landed on ‘Take Your Game Anywhere’ as the campaign platform,” he says. “And we figured, what better way to show that fandom can happen wherever you are than a road trip?” “We shot the film on 35mm to capture a timeless, contemporary Americana feel, and paired it with a classic track playing (“C.C. Rider”) on the radio to bring it all together.” In a broader sense, “This campaign celebrates the breadth of our country through its sports,” Mendez says. “Whether you’re at a diner with a friend or waiting for a tow truck, you have a chance to get in on the action.” With that in mind, “Rather than building the campaign around a single offering or moment, we developed a cohesive, story-driven narrative designed to travel the country and evolve from one sports season to the next,” adds brand CMO Stephanie Sherman. “The campaign will also expand beyond Kevin and Nick as it evolves across sports and seasons,” she says. “Chad Ochocinco and Carmelo Anthony bring natural connections to football and basketball, introducing new personalities and stories as the campaign moves through the sports calendar.” ### Jon Hamm slings that trademark snark Leaning on comedy with a more self-aware, sarcastic vibe, BetMGM and director Dave Meyers cast Man Jon Hamm in CAPE’s first ads for the brand. “Jon is a fantastic storyteller who knows how to connect with audiences and deliver our message in an authentic and engaging way,” A.J. Mazza, BetMGM senior director of brand strategy and communications, tells Muse. “He has the ability to bring gravitas to any situation while also delivering lighthearted, humorous moments that make him approachable.” “That aligns perfectly with our brand. We are an aspirational brand in our category with a premium feel, but we remain welcoming and accessible.” Fair enough. Hamm’s acerbic as ever, but lets viewers in on the joke. CAPE group creative director Nick Novich says “BetMGM has something the other apps don’t: It actually exists in the real world. Vegas. Casinos. Sportsbooks. Places where the brand already lives beyond the screen.” “So, we wanted to stop treating BetMGM like an app and start treating it like a world people could enter. That world became ‘The Legends Lounge.’ Yes, it’s a set. But we treated it like a real place, obsessing over every detail, from the art on the walls to the glassware on the tables.” Appropriately enough, things got very real after the team wrapped shooting in Brooklyn. “We finished in the middle of the Knicks game, watched them win the championship together in the Lounge, then took it to the streets to celebrate,” Novich recalls. “Pretty fitting for a campaign built around where the big moments happen.” ### Backwoods banjos and not-so-hot rods Finally, VML Seattle’s work for bet365 slots neatly between DK and MGM. We get eccentric Americana (from a U.K.-based brand) with filmic flair from director Alice Mathias, but no big-name endorsers. First, a spot designed to intro the app in West Virginia—though its themes are pretty universal: “Even though they’re meant to parody the nostalgic movie genres we grew up with, we approached each spot with as much rigor and cinematic integrity as possible,” says agency ECD Kyle Gracey. Next, street racing roars across the screen: “The scale of the ‘Finish Line’ set was huge. Stunt drivers, loud cars, fire barrels and a massive crowd of extras attracted a lot of attention around L.A., even though we shot overnight,” Gracey says. “We had hecklers, a nearby rave and fireworks being shot off overhead at 4am in the middle of our shoot.” “Pretty wild, but we didn’t let it take away from the fun parts of this production. I mean c’mon, stunt drivers and fire? It was great!” Appealing might be more apt, and that goes for all three campaigns. Each makes its case by tweaking familiar tropes just enough to feel fresh, without risking equity or goodwill on overblown games of chance. **Related:** *[The ‘Fanatics Town Hall’ Is the Only Corporate Gathering We Want to Attend](https://musebyclios.com/sports/the-fanatics-town-hall-is-the-only-corporate-gathering-we-want-to-attend/)* ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Sports **Tags:** bet365, BetMGM, CAPE, Draftkings, Translation, VML **Sections:** Entertainment, Trending --- ### [Kelley Walton on Crafting SNIPES' Brand Narrative With Gen Z and Alpha Consumers](https://musebyclios.com/2-minutes-with/kelley-walton-on-crafting-snipes-brand-narrative-for-gen-z-and-alpha-consumers/) **Published:** August 29, 2026 **Author:** Christine Champagne **Content:** “I’ve always been drawn to high-stakes opportunities where creativity and culture drive commercial growth,” says Kelley Walton of her career trajectory, which includes top marketing positions at global brands like NBA, ESPN, LVMH and Amazon. Last year, she joined SNIPES USA as CMO. “What drew me was its raw credibility in sneaker and streetwear culture—it had all the ingredients of a major brand ready to break out.” Her mandate has been “to bring strategic rigor to that authenticity. By aligning traditional marketing with our digital and e-commerce strategic approach, we’ve created an omnichannel experience that deepens customer loyalty,” she says. “Leading a strategic cultural, and operational evolution through the lens of a challenger brand has been an incredibly exciting chapter.” We spent a few minutes with Kelley to learn more about her background, inspirations and how brands can connect with Gen Z and Gen Alpha. ### When did you first know you were a creative person? I’ve spent my entire career surrounded by creativity, but I’d actually describe myself as a brand and marketing strategist. Even early in my career, I gravitated toward how creativity and culture could drive business results, how consumer behavior shifted and what made an investment in a partnership or platform actually pay off. That’s still how I approach marketing today. ### What’s the secret to reaching the Gen Z and Gen Alpha consumers that form SNIPES’ customer base? I’m going to date myself here, but a decade ago, we were asking about the secret to reaching millennials as the young generation setting trends. What I found true then is similar to what I find true now. As a brand, you must immerse yourself within the communities you seek to reach and be willing to co-create your brand narrative with them, including their input along the way. Long gone are the days of companies being disconnected from consumers and dictating to them how their brand will be experienced. As an added layer, Gen Z and Gen Alpha discover news, shape their style and define trends almost entirely through social media. They look to influencers, creators and streamers to discover what’s next. Our recent back-to-school campaign, [“Pull Up Fresh,”](https://www.youtube.com/watch?v=UTSvyHGGPUs) is a great example of this in action. Bringing together a variety of influential voices like musicians DJ Khaled and JT with creators and streamers like Azzy Milan and Reggie Travers reflects the way culture works today. ### What creative hill would you die on? Authenticity always wins. Consumers are incredibly savvy at recognizing when a brand is trying too hard. You don’t have to be part of every trend or every conversation. What matters is showing up consistently with a point of view that’s true to your brand. ### Tell us about a specific creative challenge you have had to overcome and how you handled it. In retail, you’re always managing two speeds: the long-range planning of key selling seasons and the lightning-fast pace of culture. I addressed this by bringing structured go-to-market discipline to our major annual moments like back-to-school and holidays. Getting out ahead of those tentpoles gave our team the breathing room to execute rapid, real-time activations when cultural moments explode. When the Knicks went on their historic playoff run, we didn’t miss a beat. Within a few days, we aligned our inventory across channels and launched in-store watch parties that drew NYC’s Mayor and major cultural influencers like Lola Brooke. Upstream planning didn’t box us in—it gave us the creative and operational freedom to show up for our community in the moment. ### What’s one of the most satisfying projects you’ve ever worked on? Launching SNIPES Reserve, our loyalty program, late last year. Most loyalty programs default to points because it’s the easy playbook. But we wanted to build something that felt as direct as the way our customers actually shop. So, members earn straight cash back, 3 percent on purchases and a 5 percent bonus when they load funds into a digital wallet. That wallet becomes a way to save toward a drop they’ve had their eye on for weeks. Reserve members also get early access to launches and invitations to VIP events. That combination, tangible value plus access to culture, is what loyalty should feel like for this consumer. It’s not about accumulating points you’ll forget about. It’s about a brand actually showing up for you in ways that matter, whether that’s your wallet or your access to the culture you care about. ### Whose work are you admiring lately? Women’s sports overall and the WNBA specifically. I played ball all through high school, so watching what’s happening right now with the league is really special. The talent has always been elite, but now the media rights, the pay conversations, the way players are shaping culture and fashion and commanding endorsement dollars. The sport is finally getting the marketing investment it deserved 20 years ago. I’m proud SNIPES has been in this space early. We were one of the first sneaker retailers to sponsor a WNBA team when we partnered with the Liberty in 2022. And we’ve stayed in it. We’ve presented their pregame tunnel walks, showed up for community moments like coat and sock drives with the Bowery Mission, and hosting fan activations at the Barclays Center. ### What’s the last great film, TV show or podcast you enjoyed? I’ve been watching *Spider-Man: Across the Spider-Verse* with my daughter and it’s become one of our favorites. It’s the most hip-hop of the hero movies—the animation style, the soundtrack, the way Miles moves through the world. *Black Panther* gave us this beautiful expression of culture and legacy. *Spider-Verse* is doing something different but just as intentional. It’s putting hip hop’s visual and sonic identity at the center of a superhero universe. And it does it with so much confidence. ### Favorite musical artists? *The Miseducation of Lauryn Hill* is one of those albums that never leaves rotation for me. Her writing on relationships and heartbreak was so raw and specific; it still holds up decades later. ### Favorite TikTok or Instagram account? I’m following *Everybody’s Crazy*—Savannah James’ and April McDaniel’s podcast and IG. I can relate to them as women who’ve also worked in the entertainment industry for so long. On TikTok, I love watching National Women’s Soccer star Trinity Rodman—her content strikes the right balance of authenticity, intimacy and polish without feeling forced. ### You’ve got 2 minutes with the industry… what’s your hot take? Stay curious, and spend more time listening than talking. Retail marketing moves quickly because culture moves quickly. The brands that succeed aren’t the ones trying to manufacture trends; they’re the ones paying attention to where culture is already going and finding authentic ways to contribute. Think about creators as collaborators. The best partnerships happen when there’s an authentic affinity for one another, and everyone brings something unique to the table. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:amy.corr@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/bca57dd4723116a5018776272ebed389875689a3404acf351677240c4d746cec?s=300&d=mm&r=g) Christine Champagne [See Full Bio](https://musebyclios.com/author/christine-champagne/) [ ](https://musebyclios.com/author/christine-champagne/) **Categories:** 2 Minutes With **Tags:** snipes **Sections:** Trending --- ### [Uber Teen Goes Back to School With Rides and Eats](https://musebyclios.com/advertising/uber-teen-goes-back-to-school-with-rides-and-eats/) **Published:** August 28, 2026 **Author:** David Gianatasio **Content:** School’s back in session, but what if your skincare routine takes extra time and you don’t want to miss the homeroom bell? Forget about the school bus. That’s so last decade. Here in 2026, Uber Teen can provide your ride. Mother New York’s “Manifest Your Best Year Ever” drives that point home—well, to school, actually—in the first spot below. Specifically, the push touts a special offer of up to 4 rides and 2 food orders. In my day, we walked 10 miles to school through blizzards with facial masks frozen to our cheeks! “As we developed the campaign, we looked closely at social trends and what teens were authentically sharing as they prepared for a new school year,” Marisa Siegel, head of mobility brand marketing at Uber, tells Muse. “One behavior kept coming through: manifestation. That became the inspiration behind the campaign: ‘Manifest Your Best Year Ever.'” “Scroll through any 16-year-old’s FYP, and you’ll likely find yourself in a world of affirmations and vision boards,” adds Mother creative Sollin Saele. “With back-to-school season bringing all that new-year-new-me energy, we felt like it was the perfect opportunity to fully lean in.” Next, in an effort to do just that, a scrawny dude hits the weight room for some bodmaxxing. How many reps and protein shakes will it take before his bony biceps spring to life? “The creative taps into relatable teen aspirations and shows how Uber Teen Accounts can help make them more attainable,” Siegel says. “Ultimately, we want teens to see Uber as a brand that understands their world.” [Adam Brodie and Dave Derewlany](https://artsandsciences.com/directors/uk/adam-dave/) directed the ads via Arts & Sciences. The pair’s well versed in quirky comedy for [Little Caesars](https://musebyclios.com/sports/its-saquon-barkleys-turn-to-ride-a-talking-deer-for-little-caesars/) and [Orkin](https://musebyclios.com/advertising/orkins-puppets-are-such-pests/). For Uber, they bring a low-key funny style to bear. The spots make their point quickly, with relatable humor, but don’t oversell. “The face mask in ‘Punctual Queen’ was definitely one of the funniest production challenges,” Siegel recalls. “What looks effortless on screen actually required an almost ridiculous amount of precision. Our makeup artist was constantly making these tiny adjustments to make sure it sat exactly right from take to take. Our talent was a total pro throughout the whole thing and her skin was obviously glowing at the end of the day.” On a more serious note, we asked Siegel about targeting the 13- to 17-year-old crowd quite so aggressively. Is she concerned about a backlash? “The teen years are an important time for gaining independence, and with Uber teen accounts, we saw an opportunity to give teens more freedom, while giving parents greater peace of mind,” she says. “That balance is at the heart of the product. From built-in safety features and highly rated drivers to live trip tracking and, as of this week, [live video streaming](https://www.uber.com/us/en/newsroom/live-video-teen-trips/), parents have greater visibility and safeguards when their teens use Uber.” The work drops this week across film, OOH, audio and social. Activations developed with CNC Agency will visit 10 high schools including stops in NYC, Chicago and Miami. **Related:** *[It’s World Cup Season. So Gordon Ramsay Behaves Like Even More of a Prig](https://musebyclios.com/film-tv/its-world-cup-season-that-makes-gordon-ramsay-even-more-of-a-prig/)* ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Mother New York, Uber **Sections:** Trending --- ### [Yayoi Kusama's Playful Art Taught Us Joy and Perspective](https://musebyclios.com/musings/yayoi-kusamas-playful-art-taught-us-joy-and-perspective/) **Published:** August 31, 2026 **Author:** David Gianatasio **Content:** Late last week, I received an early morning text from a friend: “My adored Kusama is gone.” When Yayoi Kusama [passed away](https://apnews.com/article/yayoi-kusama-artist-obituary-f92e15d5e6a446f48f3675ddd2418b8a) at age 97 the world lost an icon, this one known for her bright red wig and playful, transcendent creations. I have loved Kusama’s work for years. Not only her [Infinity Mirror Rooms](https://hirshhorn.si.edu/kusama/infinity-rooms/), where I joined hundreds of fans in long lines, but her dots, giant pumpkins and influence on gender politics, pop culture and fashion. She was an original, a disruptor, a boundless innovator. But I admired Kusama most for her resilience and fearlessness, creative courage and how her work forged a joyful shared ecosystem of shared connection, community and healing. In a Q&A for *Art Review*, she was asked, “When you make your work, to what extent are you thinking of the way it communicates with other people?” She said, “I am I. Others are others. We are different in many ways. Behind art are, however, aspirations common to all humankind. It gives me great joy when I find them.” At a time when human connection is on the decline and social tolerance feels stagnant, joy—giving and receiving—is not a soft value. Indeed, data from a [2026 WGSN consumer tracking report](https://www.wgsn.com/en/future-consumer-2026) places joy at the heart of human decision-making. The emotional safety and comfort associated with joy is a rational response to how people want to live. Perhaps this is another indication of how Kusama was ahead of her time. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/08/31133556/Y2.jpg)What can we learn from Kusama’s legacy for our work, whether as creatives, marketers or communicators? Here are some key considerations: **Creating joy is not without risk.** Kusama braved many hazards—mental, physical and societal—in her work. Some may view AI as a hazard to bold expressions of joy because of the technology’s potential to yield flatter, less emotional, more generic content. Others will value AI because it helps make them exceptionally adept at learning the signals of emotional resonance to take creative to new heights. That’s where the win is. **People not only want [connection and community](https://www.cmswire.com/customer-experience/data-doesnt-lie-why-customers-are-returning-to-in-person-brand-experiences/), but they also long for it.** That’s worth keeping top-of-mind while foundational brand experiences are being [deprioritized](https://www.lippincott.com/cmo-outlook-2026/) for short-term revenue growth and AI investment. Kusama’s Mirror Infinity Rooms regularly shattered attendance and social media metrics. Stakeholders want to share positive experiences, senses of pride and satisfaction and discovery—all critical to brands. **There is beauty, deep emotional resonance and togetherness in the simple.** Kusama once said, “Polka dots can’t stay alone. When we obliterate nature and our bodies with polka dots, we become part of the unity of our environments.” Kusama used her signature dots as expressions of infinity and personal healing. We can ask ourselves: What are the fundamental human expressions of the brands we’re working for and how can we communicate these simply? **Make joy a priority value.** While its expression will differ based on the situation, challenge, brand, audience and industry, the benefits are powerful. Emotional factors like [joy and personal connection](https://www.tlc-worldwide.com/nam/resources/blog/the-emotional-drivers-of-choice/) drive 95 percent of choice. Kusama had to overcome sexism, racism and mental health struggles. For her, spreading happiness was medicine. I reached out to Dan Braun, a friend and colleague who produced the film *Kusama: Infinity* ([check out the trailer](https://www.magpictures.com/kusama/trailer/)) to get his thoughts. Before he co-founded Submarine Entertainment, he was a creative director at TBWA, crafting experiences for Absolut Vodka, among others. He said, “Kusama should be a perennial source of inspiration for us, not only for her visionary artwork, but for her ability to create a better universe on her own terms.” Joy is a serious value and a hard return. It manifests in many ways, both personal (emotional connection, community) profitable (business growth and impact). Creating that feeling, whether for our clients or their stakeholders, is one of the best parts of our job. Kusama worked to share color, light and happiness. And we can, too. **Related:** *[Lady JDay Is Leaving Her Mark on the World, One Mural at a Time](https://musebyclios.com/2-minutes-with/lady-jday-is-leaving-her-mark-on-the-world-one-mural-at-a-time/)* ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings **Tags:** Yayoi Kusama **Sections:** Community Voices, Entertainment --- ### [Netflix and Flipkart Cast 'Nosy Neighbors' Trend as a Spectator Sport](https://musebyclios.com/worldviews/netflix-and-flipkart-cast-nosy-neighbors-trend-as-a-spectator-sport/) **Published:** August 31, 2026 **Author:** David Gianatasio **Content:** Here are some notable campaigns that broke far and wide in recent weeks, selected by Muse sibling [Ads of the World](https://www.adsoftheworld.com/). ### Netflix • Flipkart, ‘Nosy Neighbors’ Agency: Talented Flipkart and Netflix turn India’s nosy-neighbor phenomenon into a new kind of entertainment curtain. A playful film follows an arranged-marriage setup unraveling as apartment neighbors gleefully peek in, transforming everyday voyeurism into a comedy of spectatorship. The idea neatly connects the thrill of watching other people’s lives with the unexpected bonus of a Netflix subscription. [Read More](https://www.adsoftheworld.com/campaigns/nosy-neighbours) Play ### Aiguebelle, ‘Men Dima ou Mazaaal’ Agency: Inception Communication Aiguebelle marks 158 years of Morocco’s shared memories with a campaign that turns chocolate into a symbol of national identity. From the Sahara to the city, generations of children, young people and elders are brought together under one sentiment. The work captures a pride that keeps getting passed down. [Read More](https://www.adsoftheworld.com/campaigns/aiguebelle-men-dima-w-mazaaal) Play ### Tinder, ‘The Real Finds The One’ Agency: VML Thailand Tinder Thailand takes aim at dating fatigue, skewering the copy-paste world of curated profiles and endless swiping. The app flips the dating equation, arguing that 99 percent of meaningless matches can be ignored when the right 1 percent is still out there. Its message: ditch the performance and let the real you do the matching. [Read More](https://www.adsoftheworld.com/campaigns/the-real-finds-the-one) Play ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Worldviews **Tags:** Aiguebelle, flipkart, Netflix, Tinder **Sections:** Entertainment, Trending --- ### [Syneos Health Communications Promotes Global Mindset Through Employee Exchange Program](https://musebyclios.com/partner-content/syneos-health-communications-promotes-global-mindset-through-employee-exchange-program/) **Published:** August 31, 2026 **Author:** Christine Champagne **Content:** Syneos Health Communications is fostering learning, collaboration and a global mindset amongst employees through its Global Exchange Program. Launched in 2024, the six-month professional development and cultural immersion experience pairs employees from different Syneos Health Communications offices around the world and remotely embeds them in each other’s day-to-day work. At the end of the collaboration, the participants travel to each other’s offices to meet their colleagues in person. Rob Jones and Phoebe Anstett recently took part in the program. Jones is a senior digital director based in Syneos’ London office. Anstett is an account director who is part of the company’s Chamberlain Healthcare Public Relations team in the New York office. “After nine years with Chamberlain and Syneos Health, I felt ready to challenge myself in a new way and learn from colleagues outside of my immediate teams,” Anstett says of her decision to apply to and take part in the program. “I also was excited that I had knowledge to share, particularly the expertise I’ve amassed in influencer and digital opinion leader programming.” Jones says, “I applied because I enjoy meeting people and learning how other teams work. One of the things I like most about my role is collaborating with people who bring different experiences and perspectives. That’s usually where the best ideas come from.” Here, Jones and Anstett talk more about their motivations for applying to the Global Exchange Program, the projects they worked on and what it was like to visit each other’s offices in person: **MUSE: Tell us more about why you applied to the Global Exchange Program**. **Phoebe Anstett:** I’ve always valued Syneos’ collaborative culture and the unparalleled healthcare expertise we have across our organization. So, the Global Exchange Program felt like a natural extension of that. I wanted the opportunity to share my own expertise while also gaining new perspectives on how teams in other markets are delivering for clients strategically and creatively. I felt that by building relationships across our global network and learning from different ways of thinking, I’d come back with a new perspective that would help drive further innovation to both my own work and the value I bring to my clients and colleagues. **Rob Jones:** I was already working with colleagues in the U.S. So, the program felt like a great opportunity to build those relationships further, learn from a different market and push myself a little outside my comfort zone. You never quite know where those conversations will lead, but that’s part of what makes them valuable. **What projects did you work on during the exchange?** **Phoebe Anstett:** A major focus of my time in our London office was showcasing the work and capabilities of our U.S. influencer team, including strategy development, influencer mapping and recommendations and navigating FDA regulations and compliance requirements. My goal was to provide valuable insights that could be adapted for U.K. teams and clients. Simultaneously, I learned how the team approaches influencer engagement within a very different regulatory environment. It was fascinating to see how similar communications objectives are achieved in different ways depending on the market. One specific project Rob and I collaborated closely on was developing strategies for patient-focused, unbranded influencer activations to support 2027 planning. Having the opportunity to sit together in person, exchange perspectives and put pen to paper on recommendations for global clients was invaluable and truly demonstrated the value of the Exchange Program through bringing cross-market expertise together. **Rob, what was it like to work with Phoebe?** **Rob Jones:** Honestly, I couldn’t have asked for a better partner. We clicked very quickly and found that although our backgrounds are quite different, we share a similar approach when it comes to building relationships and looking for opportunities to collaborate. The exchange gave us both the chance to experience each other’s team cultures and ways of working. Phoebe spent time with the London team learning more about some of the global programs I support, particularly around paid media, patient engagement and digital strategy. In turn, I was able to get a much better understanding of influencer marketing in the U.S. market, where it’s a much more established part of the communications landscape. What I found most valuable was exploring how ideas from one market might be adapted and applied in another. **What was it like to visit each other’s offices after working with each other and each other’s team remotely?** **Phoebe Anstett:** Visiting the London office was one of the highlights of my career. While we often collaborate virtually, being there in person allowed me to build stronger relationships and really immerse myself in how the team works day to day. I had the chance to meet colleagues from across different business units, sit in on meetings, learn more about their client work and continue conversations we’d been having prior to the exchange. London is one of my favorite cities in the world. I love immersing myself in their food scene, cute pubs and incredible culture—I really know my way around the city. As a huge music fan, I also lucked out with my time in London coinciding with Harry Styles’ tour and had the unforgettable experience of seeing him perform at Wembley Stadium. **Rob Jones:** The visit to New York was a highlight! The Chamberlain team were incredibly welcoming. Whether it was joining a meeting with the team, sharing recommendations about the city, grabbing dinner together or joining their happy hour for drinks, everyone made me feel at home. It was also great to spend time with colleagues from other parts of the business while I was there. Alongside the exchange, I was also helping bring together a Syneos Health podcast discussion on patient engagement in clinical trials. I also got the chance to do a few things I’d always wanted to do. I enjoy running, so getting the chance to tick Central Park off the list was something I’d been looking forward to. I’ve since been given even more running route recommendations for my next visit. **What did you learn from taking part in the Global Exchange Program?** **Phoebe Anstett:** One of the biggest takeaways for me was that while our markets operate differently, we’re often trying to solve the same challenges and have the same common goals for our clients. Seeing how other teams approach strategy, collaboration and problem-solving has helped me think differently about my own work and allowed me to take these learnings back to my teams in the U.S. I also came away with a greater appreciation for how much we can learn from one another by sharing best practices rather than reinventing solutions independently. This program has served as a reminder to me that we are “One Syneos” despite location. Personally, the Exchange Program pushed me out of my comfort zone. This was my first experience with solo travel, and I soaked up every moment. Though I’ve been to London before, exploring alone allowed me to see the city through a different lens and perspective. I learned to appreciate every meal, every moment and every connection made during my stay. I’m so grateful to have been chosen for this opportunity. **Rob Jones:** It was rewarding to challenge myself and realize that sometimes the best opportunities come from saying yes to something unfamiliar. It also reinforced how much expertise exists across Syneos Health. I’ve always said that the best thing about Syneos Health is the size of the business, and the biggest challenge is also the size of the business. There are incredibly talented people everywhere, but sometimes you don’t know they’re there until you make those connections. The Global Exchange Program helps bridge that gap and makes a large organization feel more connected. **Have you maintained the connections you formed during the program?** **Rob Jones:** Absolutely. Phoebe and I are still working together, and we both have follow-up visits planned later this year. So, the exchange is very much continuing, and the connections don’t stop when the trip is over. **Phoebe Anstett:** In many ways, I think developing new relationships is the most valuable part of this program. I met so many talented and genuinely wonderful people in the London office, and we’ve continued to stay connected long after the exchange ended. Whether we’re sharing ideas, asking for input, or simply checking in, those relationships have become an extension of not only my professional network, but my personal network. This experience has also made Syneos feel more close-knit. Instead of viewing our offices as separate teams, I now see them as colleagues I know personally and can collaborate with. And Rob—I truly couldn’t have asked for a better partner throughout this exchange. I’m so grateful for everything we’ve learned from one another, and even more so, for the friendship we’ve built along the way. While the formal exchange may be coming to an end, I know our collaboration is just getting started, and I can’t wait to see where it takes us next. ![author avatar](https://secure.gravatar.com/avatar/bca57dd4723116a5018776272ebed389875689a3404acf351677240c4d746cec?s=300&d=mm&r=g) Christine Champagne [See Full Bio](https://musebyclios.com/author/christine-champagne/) [ ](https://musebyclios.com/author/christine-champagne/) **Categories:** Partner Content **Tags:** Syneos Health Communications **Sections:** The Clios --- ### [The 'Fanatics Town Hall' Is the Only Corporate Gathering We Want to Attend](https://musebyclios.com/sports/the-fanatics-town-hall-is-the-only-corporate-gathering-we-want-to-attend/) **Published:** August 28, 2026 **Author:** David Gianatasio **Content:** Sports fans put a lot into showing up for their teams. They deserve rewards that match their enthusiasm and energy. This is the premise of the “Fanatics Football Town Hall.” It’s “part shareholder meeting, part city council hearing and part revival,” run by American sweetheart Luke Wilson. The hero spot heralds the sports app’s latest campaign. Fans can expect to see more elements of the cheeky community gathering play out during football season. Wilson channels his trademark “voice of reason” humor (seen in movies like *Old School* and *Legally Blonde)* as he rallies a room of attendees reflecting the wide range of sports-fan personas (merch lovers, collectors, a superstitious grandpa, former NFL player Calvin “Megatron” Johnson and media personality Livvy Dunne). The sports app also cast talent from the Fan Advisory Network, Fanatics’ grassroots fan community. Separate from Fanatic Sportsbook that houses betting, the Fanatics app is the digital ecosystem that represents all that Fanatics has to offer. “You can shop, collect cards, play games, check scores and buy tickets. It’s our version of Fanatics.com in an app where you can experience everything,” James Rowe, president of agency partner OBB Bolded, shared with Muse. OBB Bolded is the branded content studio of OBB Media, the agency that partners closely with Fanatics on major sports and entertainment projects, including its major tentpole event, Fanatics Fest. “One of the hallmarks is that you earn FanCash throughout the experience, and those rewards can then be recycled to spend across Fanatics right in the app. The app really gets football fans ready for all things game day: the right looks, cards, tickets; everything in one place.” To date, Fanatics has over 100 million fans in its database. Selena Kalvaria, CMO of the Fanatics App, shared, “Our philosophy is that you have to start with a product that not just meets but exceeds consumer expectations. It’s intuitive, informative and feels more experiential than transactional. In our part of the business, we’ve always focused first on product. The next phase has been storytelling around those propositions.” Play Muse sat down with Kalvaria and Rowe to discuss how the inaugural “Fanatics Town Hall” came to life, the collaboration style among creative partners and what fans can expect this season. The following has been lightly edited for clarity and length. ### “Fanatics Town Hall” has a couple of key creative players behind the spot: Fanatics’ internal Creative Studio, Fanatics Studios and OBB Bolded. How did you all work together? **Selena:** Given that Fanatic Studios and OBB are part of our family, it was a natural fit. They know us extremely well through a lot of different endeavors as part of the business. The collaboration on this one was slightly evolved in the sense that we have a strong internal studio that leads all of the creativity within our part of the business. So, it was natural then to bring some of those ideas to the Fanatic Studios team. They helped build, strategize and make everything happen in a way that brought that vision to life. **James:** We’re working with Selena and the internal team right from the word “go,” both from the creative side and a production side. We’re always thinking about not just the creativity, but also how we are going to produce this. We’re also thinking about a wider ecosystem because this isn’t just a spot; this is a campaign that’s going to run throughout the whole season. We think about PR, social and the surrounding pieces that are going to keep this fresh. It isn’t as easy as putting us in one box and Fanatics Studios in another. It feels like one team rather than many. ### Can we talk about talent selection? It was clear that you were very intentional about putting recognizable faces in there. **Selena:** We wanted to bring a leader who felt very like “one of the people,” authentic and a bit of a darling; someone who you felt could have that charisma and carry the leadership of bringing everybody together. For us, Luke represented that. He’s having a great summer with lots of great projects and collaborations, and he’s someone that you recognize and trust to represent your voice. The intention was to bring a mix of people that would spark interest from lots of different parts of the Fanatics community. Livvy \[Dunne\] is someone we’ve worked with for a long time, so she’s a very consistent face in our work and events. Then someone like Calvin Johnson is just beloved—people see him and go, “Oh my god, Calvin’s here.” Even the organ player is a gentleman named Robert Williams who Philadelphia Eagles fans will recognize. We wanted to create a little spark at every turn. ### Were there any surprise learnings from producing Fanatics’ Big Game spot, [“Bet on Kendall,”](https://www.adsoftheworld.com/campaigns/bet-on-kendall) that you applied here? **Selena:** This is actually the first Fanatics app ecosystem campaign that we’ve ever led. What we used from the Super Bowl experience was how to create a brand world, not just launch a campaign and execute it through channels. The Fanatics Studios team help us strategize how to think about all the different content and channels, and how to pull different pieces of the main campaign to tell a broader story. We realized that was extremely effective in the way Kendall was able to capitalize on tremendous earned media before the actual advertising started. ### What do you think marketers are getting wrong about sports fans? **Selena:** That fans represent this really hardcore fandom that has to be expressed one specific way. At Fanatics, we recognize and hero all types of fans. You see a little bit of that in the “town hall,” where we have different archetypes from different walks of life, but they all express their fandom differently. **James:** Fandom has become more multi-hyphenate. You’re not just an Eagles fan; you have many sports that you’re following. In today’s digital age, you’re not just sitting down and watching football for four hours on a Sunday; you’re also watching highlight clips, and the fan journey is way more immersive because there’s so much content and so many opportunities to interact. ### Where will this run? **James:** What you’re seeing launched today is just the tip of the iceberg. We’ve shot so many different parts of this that will go on broadcast—and the story will evolve throughout the season—but also through social, stills and experiential. We’re going to be showing up throughout the course of the season for the fans. We love this idea of a “Town Hall” because it feels like such a socially native idea: you tell us what you want and we respond. You’re going to see that come through all season. ### I’m curious to hear what insights led you to focus on the rewards play. **Selena:** We know that fans put so much into their fandom, and Fanatics uniquely allows those fans to be rewarded across all the ways they express it—gear, cards, gaming or anything else. The aggregate of those things as the destination for Fanatics is unique. We have an ecosystem that touches so many passions that we’re uniquely able to bring a rewards currency to life that has incredible value for them. **Related:** [*FIFA, MLB, Mitchell & Ness and More Showed Up Big at Fanatics Fest 2026*](https://musebyclios.com/sports/fifa-mlb-mitchell-ness-and-more-showed-up-big-at-fanatics-fest-2026/) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Sports **Tags:** Fanatics **Sections:** Entertainment, Trending --- ### [Picture This: DoorDash Rolls In With the Week's Best Ad](https://musebyclios.com/advertising/picture-this-doordash-rolls-in-with-the-weeks-best-ad/) **Published:** August 27, 2026 **Author:** David Gianatasio **Content:** Our Top 5 ads of the week, as ranked by the Clios’ staff… ### Bestie: DoorDash Reframes Its Pitch, With Artful Storytelling That Puts Parents in the Picture Real drop-off photos inspired this visually dynamic campaign. Each commercial starts with a freeze-frame based on a real delivery, and the camera rolls through the doors to reveal the full, chaotic story. From the brand’s in-house team and Imperial Woodpecker director Sam Brown. [Read More](https://musebyclios.com/advertising/doordash-reframes-its-pitch-with-artful-storytelling-that-puts-parents-in-the-picture/) ### 2. Brief Encounter: NFLers Prowl the Catwalk for Tommy John Landon Dickerson, Ted Karras and Tristan Wirfs work the runway for laughs in this underwear campaign developed with director Colton Underwood. Karras’ perky pecs will haunt your dreams. [Read More](https://musebyclios.com/sports/brief-encounter-nflers-prowl-the-catwalk-for-tommy-john/) ### 3. Ad Council Puts Firearm Safety Convos in Video Games Sawhorse Productions launched a space opera with a message for gun-owning parents closer to home. Remember: Kids are precious and deserving of protection in every corner of the galaxy. Colton Dunn (Superstore, Widow’s Bay) wrote the sci-fi script with a twist in the tale. [Read More](https://musebyclios.com/health/ad-council-puts-firearm-safety-convos-in-video-games/) ### 4. Apple’s Mac Mini Springs to Life Through Handcrafted Claymation TBWA\\Media Arts Lab and director Nicos Livesey bring old-school animation to the forefront, portraying the tech as a multifaceted helper primed to unlock users’ productivity. Just watch out for those claws! [Read More](https://musebyclios.com/advertising/apples-mini-springs-to-life-through-handcrafted-claymation/) ### 5. Take It From a Fake Cowboy, First Interstate Means ‘No Nonsense Banking’ Ads goofing on ad tropes? That’s an ad trope, too. Done well, however, it’s pure money. That’s the case here, with TDA Boulder and director Michael Downing riding high in the saddle—even if the horse is being led by a banker. [Read More](https://musebyclios.com/advertising/take-it-from-a-fake-cowboy-first-interstate-means-no-nonsense-banking/) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Ad Council, Apple, DoorDash, first interstate bank, tommy john **Sections:** Entertainment, Trending --- ### [Luxury Fashion Might Still Have a Chance, Despite Downturn in Sales](https://musebyclios.com/musings/luxury-fashion-might-still-have-a-chance-despite-downturn-in-sales/) **Published:** August 27, 2026 **Author:** Luz Corona **Content:** The fashion industry has experienced a downturn in sales over the last two years, and everyone seems to have a different explanation for why. The economy is the easiest answer. Inflation has left consumers with less disposable income, interest rates remain high and confidence in spending has weakened. Those factors certainly matter, but they do not explain everything. Luxury brands have historically relied on affluent consumers who are far less affected by economic slowdowns than the average shopper. If the industry’s problems were purely financial, the biggest luxury houses would likely be weathering the storm far better than they are. Instead, [many are facing slowing sales](https://www.mckinsey.com/~/media/mckinsey/industries/retail/our%20insights/state%20of%20luxury/2025/the-state-of-fashion-luxury-vf.pdf), leadership changes and pressure to rethink their strategies. Analysts increasingly point to a combination of economic conditions and structural problems inside the luxury industry itself. Years of aggressive price increases have pushed many aspirational customers away, while consumers have started questioning whether the quality, craftsmanship and exclusivity still justify the price tag. Between 2019 and ’23, more than 80 percent of luxe growth came from higher prices rather than increased sales volume. That model has become increasingly difficult to sustain. Consumer awareness has also changed. Luxury shoppers today have far more information than they did even five years ago. A handbag or pair of shoes no longer exist behind the carefully controlled image created by a fashion house. Within hours of a product launching, [it is dissected on TikTok](https://youtu.be/JsBINuFNHtA?si=I1t6On3mH-o_Qz1U), YouTube, Reddit and Instagram by leather experts, longtime collectors and everyday buyers. Viral videos comparing stitching, materials and construction have exposed products that many consumers believe no longer match their premium prices. The growth of resale has also forced brands to compete with their own archives, as older products are often viewed as higher quality than their modern equivalents. Luxury still represents status, but consumers are becoming more selective about what deserves that status. At the same time, environmental concerns continue to influence purchasing decisions. [Younger consumers are increasingly seeking vintage](https://www.therealreal.com/trr/luxury-consignment-report-2022) or secondhand luxury as products they view as better made, while avoiding the environmental cost of purchasing something new. As shoppers become more conscious of fashion’s impact on bad labor practices, emissions, water use and textile waste, they are placing greater value on brands that can back up their [sustainability claims](https://www.mckinsey.com/industries/retail/our-insights/state-of-fashion) with meaningful action rather than marketing alone. That does not mean luxury fashion is in permanent decline. History suggests it is remarkably resilient. What may be ending is the strategy that fueled its recent boom. Price increases alone are no longer enough, and exclusivity cannot survive if consumers feel they are paying substantially more for substantially less. Brands will likely need to return to the qualities that built their reputations in the first place: craftsmanship, originality, and products that genuinely feel worth the investment. They will also have to communicate those values differently. Sustainability can no longer exist as a marketing campaign that appears once a year, and authenticity cannot be manufactured through influencers alone. Consumers want transparency about sourcing, production and quality, but they also want brands that feel connected to the world around them rather than detached from it. Luxury has always been built on aspiration. The challenge now is convincing consumers that aspiration is still worth the purchase. **Related:** [*Making the Cut: Editor Chad Sipkin on Sofia Coppola’s New Fashion Doc*](https://musebyclios.com/fashion-and-beauty/making-the-cut-editor-chad-sipkin-on-sofia-coppolas-new-fashion-doc/) ![author avatar](https://secure.gravatar.com/avatar/6b6bfb2f77a71b59d600c283859735f5d62b2631c0b7c29a530b306cb0abde04?s=300&d=mm&r=g) Luz Corona [See Full Bio](https://musebyclios.com/author/luzcorona/) [ ](https://musebyclios.com/author/luzcorona/) **Categories:** Musings **Tags:** Fashion & Beauty **Sections:** Community Voices --- ### [Lessons a Mere Mortal Learned From Giving Notes to Dolly Parton](https://musebyclios.com/musings/lessons-a-mere-mortal-learned-from-giving-notes-to-dolly-parton/) **Published:** August 28, 2026 **Author:** David Gianatasio **Content:** It was early morning on the West Coast. I remember the nervous chatter coming from the grid of boxes on my Zoom screen. This was a room full of people accustomed to working with talent. My colleagues at Deutsch were there, along with Grammy-winning duo Barlow & Bear. But there was one square everyone was waiting to come to life. Then, in the surreal way these things happen, it did. A vocal booth. A single microphone. And Dolly Parton. For a moment, everyone froze–and not like, “internet froze,” but like, “this is really happening” froze. There are very few people I’ve encountered in my career who could have that kind of effect on a room without physically being in it. Dolly had a magnetic pull. I think she knew it, too. And in typical Dolly fashion, one of the first things she did was take the pressure out of the room. “So we’re here to talk about the Mexican Pizza?” For context, we had asked Dolly to narrate the voice of the Mexican Pizza for Taco Bell’s [“Mexican Pizza: The Musical,”](https://musebyclios.com/music/taco-bells-tiktok-musical-with-dolly-parton-and-doja-cat-is-finally-happening/) a wonderfully ridiculous project celebrating the return of the beloved menu item. Dolly continued: “I remember when I was younger they’d say, ‘Hey, there goes ol’ pizza face!’” Nervous laughter erupted. And just like that, we settled in. Looking back, I think there was something much bigger happening in that tiny exchange. Dolly knew exactly how much space her presence occupied, and her first instinct was to give some of it back to everyone else. You can take the work seriously without taking yourself too seriously. That was Dolly. ![Video conference grid showing twelve participants in their home spaces; center tile labeled 'Paul Roy' and bottom-right tile labeled 'sara Singh' indicate names. Participants appear engaged, some wearing headphones, in casual surroundings.](https://cdn.musebyclios.com/wp-content/uploads/2026/08/28114629/DOLLY-2.jpg)The session itself was supposed to last two hours. She had a script. We had a booking. And I remember her knocking out the entire thing, with multiple takes, in under an hour. She was prepared. She was funny. She cracked jokes along the way, asked for notes and then snapped right back into the work. Every satirical line was delivered with complete commitment. She understood the absurdity of what we were making and somehow treated it with exactly the right amount of seriousness. And she gave us her attention. That’s something I’ve thought about a lot since. When someone reaches Dolly Parton’s level of fame, their time becomes an extraordinarily valuable commodity. There are endless demands on it. But sitting there that morning, I never had the feeling that she was trying to get somewhere else. For that hour, she was there with us. You can give people the gift of your time. The whole thing went by in a flash. I’ve spent much of my career giving notes to artists, musicians and composers. It’s part of the job. But suddenly, there I was staring at Dolly Parton and thinking: Am I really going to give Dolly Parton a note? It seemed ridiculous. Still, I remember mustering up one piece of feedback—if I’m being completely transparent, probably in part because I wanted to be able to say that, at least once in my life, I had given Dolly Parton direction. She graciously took it. And before long, the session was over. Dolly said goodbye. Her square disappeared. And I remember looking around at the other squares on my screen. Everyone was smiling. Not polite Zoom smiles. Ear-to-ear smiles. Genuine. The same people who had nervously waited for her to appear were now sitting there glowing from the experience of having spent an hour with her. That time with Dolly was a gift. And in the years since, I’ve realized that what stayed with me wasn’t really the fact that I’d gotten to work with one of the most influential artists of all time. It was the way she made people feel while doing it. Her energy spread to everyone around her. There’s a lesson in that which, for me, extends far beyond music or advertising. You can take the work seriously without taking yourself too seriously. You can give people the gift of your time. You can leave a place better than it was when you got there. You can spread your energy to others. You can make someone’s day better with a smile. Dolly understood the effect she had on people. What struck me was what she chose to do with it. She used it generously. I’ve been fortunate to work with a lot of remarkable people over the course of my career. But very few have possessed that particular combination of greatness and generosity. Dolly didn’t need to remind anyone in that Zoom who she was. We all knew. Instead, she spent her time making the rest of us forget, at least for a little while, that we were talking to Dolly Parton. Then her square went dark, but every person was still smiling. **Related:** *[‘Be Yourself’ and Other Life Lessons From the ‘Queen of Country’](https://musebyclios.com/music/be-yourself-and-other-life-lessons-from-the-queen-of-country/)* ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings **Tags:** Dolly Parton **Sections:** Entertainment, Trending --- ### [Espolòn Tequila 'Rides the Rooster' to Deliver a Giant Egg](https://musebyclios.com/advertising/espolon-tequila-rides-the-rooster-to-deliver-a-giant-egg/) **Published:** August 27, 2026 **Author:** David Gianatasio **Content:** Great DJs aren’t born, they’re hatched. And so it goes for Espolòn Tequila, which just dropped a bonkers campaign via Venables Bell & Partners. In the spot below, brand characters Ramón the Rooster—who’s supersized—and Guadalupe (a skeleton) burst into a private lounge. The rooster lays a big ‘ol egg—to hell with anatomical accuracy! A scruffy mixmaster bursts forth, turntable in hand, and gets the party started. [Tom Kuntz](https://musebyclios.com/advertising/kalshi-explains-itself-and-serves-the-worlds-longest-sandwich/) directed the commercial via Karen Film and MJZ. VBP creative chief Will McGinness says he strove to “blow up the conventions and cultural artifice of what ‘premium’ is supposed to be.” Sure, “Ride the Rooster” tries too hard to be self-consciously surreal. But it succeeds anyway, packing crazed imagery, twisted energy and hyper-saturated hues to spare. The F/X-driven :30 feels defiantly weird, rocking an indie-film vibe that should lure some eyeballs. It recalls [KFC’s bizarre excursions](https://musebyclios.com/advertising/beyond-belief-a-fresh-helping-of-kfc-weirdness/) with colossal chickens, without the uncomfortably [cultish overtones](https://musebyclios.com/advertising/kfcs-weird-ritual-at-a-sacred-lake-of-gravy/). Framestore F/X wizard Alex Thomas and his team “worked closely with us to make the characters feel tactile, organic and a little imperfect,” McGinness tells Muse. “We designed them in 3D using real-world materials and textures as inspiration, then animated them in CG.” “The result was characters that genuinely belonged in the world of the films, while still giving Ramón room to be expressive, ridiculous and larger than life.” The work breaks this week across TV, digital and social video in the U.S., expanding to Mexico, Canada, Italy and Australia in due course. **Related:** *[Crocs Hatches a Kooky Crocodile as Its First Brand Mascot](https://musebyclios.com/advertising/crocs-hatches-a-kooky-crocodile-as-its-first-brand-mascot/)* ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Venables Bell & Partners **Sections:** Entertainment, Trending --- ### [Does Your Brand Need an A&R Mindset?](https://musebyclios.com/musings/does-your-brand-need-an-ar-mindset/) **Published:** August 28, 2026 **Author:** David Gianatasio **Content:** I spent my early career doing something most people in brand marketing have never done. I sat across from unknown recording artists, listened to unfinished songs and decided what could break through. It was the only path for me, and it started long before I even knew what A&R was. In junior high school, I was the kid in the back of the class with headphones on, reading album credits on CDs and dreaming about one day seeing my name in them. By my mid-20s, I turned that obsession into my dream “job” at Atlantic Records, where I spent nearly a decade in A&R working with an iconic roster while also discovering new talent (a story for a different time). Today, working with global brands, I see how those same instincts translate. The product may be different, but the opportunity is remarkably similar. Brand marketing could use a little more A&R thinking. At its core, A&R is about recognizing creative greatness early, helping shape that potential, putting the right collaborators around it so it can flourish and turning undiscovered gems into something culturally relevant that can actually sell. It is the music *business*, after all. When I eventually moved from advising labels to advising brands on music supervision, sonic branding, artist partnerships and business affairs, I realized my A&R skill set gave me a unique perspective. Like recording artists, authenticity is everything for brands looking to connect with their audience. And music is one of the few creative tools that can create memory, emotion and identity all at once. Simply put, the right music can position a brand within culture rather than simply advertising to it. For years, brands treated music as a downstream licensing transaction. Find a track, clear it, drop it into a 30-second spot and move on. That model may not be dead, but it is no longer where the value is. Today, culture moves at an unprecedented pace. By the time a song is everywhere, the discovery and credibility have already been established by someone else. You know that feeling when you ask a friend, “Have you heard this artist or song yet?” and the answer is “no.” That is the value of getting there first. And it means everything in cultural marketing. That is what great A&R is built on. It is about being early, being right more often than wrong and being willing to invest before the market validates the decision. The best creative music agencies approach campaigns the way great A&R executives approach artist projects. Sometimes that means a sync, or simply “needle dropping” a preexisting song. Other times it means creating something original, building a new collaboration, reimagining an existing record or developing an artist relationship that can extend beyond a single campaign. Whatever the direction, it should feel inevitable, as if the story could not have sounded any other way. In a recent conversation with my industry colleague Stasia Jones, Global Production at Condé Nast, she captured the role music can play in a campaign perfectly, “Music plays such an important role in establishing tone and shaping the narrative. Music isn’t just supporting the story, it can fundamentally change how the audience experiences it.” Making these calls requires instinctive judgment. Data can tell you what song is trending or moving fastest, which is important, but it cannot always tell you why one artist feels authentic and another feels forced. I will leave them nameless here, but I speak to many incredible A&R executives who are frustrated by how far their labels have shifted toward data over feeling. My hope is that great brand leaders will not follow suit. When a brand gets the music right, the work moves from being watched to being remembered. Ultimately, that is what great advertising is meant to do. Maybe your brand does not literally need an A&R executive. But it could probably use an A&R mindset. **Related:** [*Hang the DJ Founders on Music’s Power to Unlock Memories and Emotions*](https://musebyclios.com/music/hang-the-dj-founders-on-musics-power-to-unlock-memories-and-emotions/) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings **Tags:** san vito agency **Sections:** Community Voices, Entertainment --- ### [Into the Swing: Chili's Will Take Over a Golf Club in L.A.](https://musebyclios.com/sports/into-the-swing-chilis-will-take-over-a-golf-club-in-l-a/) **Published:** August 26, 2026 **Author:** David Gianatasio **Content:** So, they’re putting a Chili’s on the golf course. With such brand-boosting afoot, who can concentrate on the back nine? The eatery, assisted by agency [It’s Advertising Time](https://www.itsadvertisingtime.com/), will set up shop at the public DeBell Golf Club in Burbank, Calif., on Aug. 28-29. Visitors can pop by the pop-up (located just past the 18th hole) for snacks and drinks while checking out [limited-edition Rhoback x Chili’s gear](https://rhoback.com/collections/chilis-x-rhoback). The clip below ain’t *Caddyshack*, but it puts the amusing activation in perspective: Here, Muse chats with Chili’s VP of marketing Jesse Johnson about the project: ### Why golf specifically? A new course of action for Chili’s? (Heh.) For years, we’ve seen everyday golfers treat Chili’s as their unofficial 19th hole, making a post-round marg part of their ritual. Now, the Chili’s Golf Club is our way of celebrating the golfers who love the game the most and occasionally tend to play it the worst. While this is Chili’s first step into golf culture, it’s consistent with what we’re always looking out for—authentic ways to connect with our guests, like our [partnership with Spire Motorsports](https://investors.brinker.com/news/news-details/2026/Chilis-Grill--Bar-and-Spire-Motorsports-Ride-the-Dente-Again-te/default.aspx). ### Why’d you pick this particular golf club? Public courses are where golfers of all backgrounds and skill levels can enjoy the game. And Chili’s is for everyone. So, it felt like the right place to make the Chili’s Golf Club a reality. ### Describe what fans will experience. They can try two exclusive margs inspired by popular golf course drinks, shop the Rhoback x Chili’s merch and discover fun surprises, like a very real Chili’s booth golf cart. ### Well, it’s not a surprise now, since you just mentioned it. But fun, no doubt. Why golfwear? The custom designs feature the official Chili’s Golf Club crest and brand icons, like margarita glasses and our heritage logos. It was important that the collection felt like it belonged to the type of golf club all weekend golfers dream of joining and go beyond branded merch to create something truly unique. ### You’ve done co-branded collections before, yes? Last year, Chili’s and Tecovas teamed up on [limited-edition “Booth Boots”](https://investors.brinker.com/news/news-details/2025/Chilis-and-Tecovas-Team-Up-to-Turn-Iconic-Red-Restaurant-Booths-into-Boots-07-22-2025/default.aspx) inspired by the iconic red booths found in Chili’s restaurants. The response blew us away, marking Tecovas’ fastest sell-out ever, with the entire collection selling out in less than 5 minutes. **Related:** [*Chili’s Courts NASCAR Fans With Country Music Video*](https://musebyclios.com/music/chilis-courts-nascar-fans-with-country-music-video/) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Experiential, Sports **Tags:** Chili's **Sections:** Entertainment, Trending --- ### [Apple's Mac Mini Springs to Life Through Handcrafted Claymation](https://musebyclios.com/advertising/apples-mini-springs-to-life-through-handcrafted-claymation/) **Published:** August 26, 2026 **Author:** David Gianatasio **Content:** Apple pumps up the Mac Mini to the max in a rollicking film that uses old-school creativity—namely, handcrafted claymation—to vividly illustrate the scope of the product’s functionality. We watch the compact desktop unit morph into a robot, rocket ship, race-car, bodybuilder and more. Basically, the Mini becomes the lead character, a shape-shifter and digital collaborator primed to boost your creativity. TBWA\\Media Arts Lab developed the campaign with Blinkink and Stoopid Buddy Stoodios. [Nicos Livesey](https://vimeo.com/nelivesey) directed. The whimsical work lives at the intersection of human ingenuity and machine innovation. Each supports the other, delivering a holistic message that feels a world away from, say, Apple’s famously [crushing misstep](https://musebyclios.com/advertising/sadly-apples-crush-ad-smashed-creative-spirits-worldwide/) from a few years back. Instead, it’s all about utility, served with a light touch powered equally by tech and collective craft. Those claws are exclusively for helping humans. We hope. In this IG post, the flesh-and-blood project creators describe their process: > [View this post on Instagram](https://www.instagram.com/reel/DceO1icBqMZ/?utm_source=ig_embed&utm_campaign=loading)[A post shared by Hello Apple (@helloapple)](https://www.instagram.com/reel/DceO1icBqMZ/?utm_source=ig_embed&utm_campaign=loading) “Pili Pili” by Polo & Pan provides a perky house-flavored soundtrack. **Related:** *[Data Trackers Are Too Darn Clingy in Apple’s Privacy Spot](https://musebyclios.com/advertising/data-trackers-get-clingy-in-apple-privacy-spot/)* ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Apple **Sections:** Trending --- ### [Ad Council Puts Firearm Safety Convos in Video Games](https://musebyclios.com/health/ad-council-puts-firearm-safety-convos-in-video-games/) **Published:** August 25, 2026 **Author:** David Gianatasio **Content:** You can’t change behavior and help save lives if your message doesn’t reach people where they live. That credo increasingly leads NGOs and charities to make appeals in the gaming universe. They harness the look, feel and functionality of the medium to land their pitches with a fresh spark and culturally relevant impact. [“The Final Exam”](https://musebyclios.com/awards/inside-change-the-refs-grand-clio-winning-final-exam/)—Change the Ref’s playable gun-safety initiative that scored a pair of Grand Clios—is a prime example. Now, we have another notable entry. Rolling out from the Ad Council, Sawhorse Productions and Admazing, the work also addresses firearms issues, using galactic game scenarios to drive home its point. Unlike the emotionally wrenching public-school scenario of “The Final Exam,” however, the approach, though earnest, feels lighter, using entertainment to brighten its lesson. The PSA below takes place on a distant world, as a mom in battle-armor vanquishes weird beasties and delivers her young son to the home of his alien pal for a playdate. Of course, there’s a twist… Lock up those guns! Glocks or cosmic blasters, they should never be accessible to kids. The metaphor’s crystal clear, and the animated story doesn’t preach or overstay its welcome. It’s designed to start a conversation, and the tone feels just about right, drawing in eyeballs with sci-fi action while avoiding graphic depictions or rushes to judgment. Both the PSA—from Sawhorse, with a script by *Widow’s Bay* producer Colton Dunn—and playable ad elements (from Admazing, and launching soon) will appear in game environments. They drop as firearm injuries rank as the [leading cause of death for children and teens ages 1 to 17](https://publichealth.jhu.edu/center-for-gun-violence-solutions/data/annual-gun-violence-data), and [6.7 million kids live in homes with unlocked and loaded guns](https://jamanetwork.com/journals/jamanetworkopen/fullarticle/2848855). Below, Muse chats with Ro Patrick, SVP, campaigns & programs at the Ad Council, and Nic Hill, co-founder head of interactive at Sawhorse, about the work, which falls under the AC’s “Agree to Agree” banner. ### Gaming’s such a ubiquitous medium for all ages, seems like a no-brainer. Ro Patrick: It’s critical for us to continually find new and unique ways of inspiring anyone with a child in their life to have non-judgmental conversations that can keep their loved ones safe. With 75 percent of parents saying they play video games, there is clearly an opportunity to reach these audiences with gaming-inspired creative in these environments. The target for this new work is millennial parents and anyone with a child in their life. After experiencing the new PSA or playable ad unit, users should feel informed and empowered. Both assets provide guidance on how to start productive conversations about youth firearm injury prevention. And the materials and resources at [AgreeToAgree.org](http://agreetoagree.org) offer tips to help start the gun safety conversations that many parents are nervous to have. Once these habits and dialogues are normalized, countless firearm injuries can be prevented. ### Where exactly will the campaign appear? Ro Patrick: Promotion for these assets will be provided by Admazing, Aquatica Studios, Basket Entertainment, Chatis, Skylight Media and Bent Pixels, bringing the PSA to gaming environments and social platforms where the Millennial gamer audience already spends its time. This includes Roblox, YouTube and Admazing’s mobile gaming network of over 5,500 properties. ### Is the PSA all AI, CGI? Nic Hill: It’s all CG 3D animation built in Unreal Engine, with custom characters and environments our team designed and animated from scratch. AI came in on two specific pieces: the character voices are AI-generated from ElevenLabs, and we used AI tooling to help with the lip sync. Everything else is the creative team. ### It has a vaguely Star Wars vibe. What was the inpso here? Nic Hill: It’s less Star Wars than the space-opera genre it comes from. That visual language is shared across dozens of games, so you recognize the world instantly. It lets us take the campaign line literally: ‘”In every world, we all can agree that kids should be safe.” Two adversaries who look like opposites, finding common ground the second it’s about their kids.” ### I like the twist at the end. Is that your hope: Keep ’em glued for :30 and let the reveal carry the day? Nic Hill: That’s the hope. The high-energy, bombastic game world is the hook. It has to earn attention the second it hits the screen. But as the spot settles, it’s the emotional turn that carries the message. The reveal is the part people remember. ### Can you talk about the importance of using video games as a PSA medium in general? Ro Patrick: There are so many ways brands can show up in gaming and they are all quite different. For example: running an ad in a game, sponsoring a Twitch livestream, building a custom mini-game, developing playable ad units or creating an immersive world in Roblox are all unique experiences that deliver on different levels of engagement and objectives. For the Ad Council, gaming is an important medium because it allows us to reach audiences in highly immersive environments, often unlike we can in traditional media. Gaming is inherently participatory, meaning that users are actively spending time, making decisions, collaborating and interacting, which forges paths for deeper engagement with our messages. Ultimately, it’s about meeting people where they are and delivering content in a way that feels native to the experience rather than interruptive. We’ve had many forays into gaming before. One example was a project for our [“Love, Your Mind” mental health program in Roblox](https://www.adcouncil.org/news-insights/blog/launching-on-roblox-insights-from-the-love-your-mind-world). Nic Hill: Over 80 percent of U.S. kids ages 5 to 18 play video games, but the more important number for us is that their parents do, too—75 percent. The first generation raised on games is now raising children, so we’re not reaching into an unfamiliar space to find them. It’s where they already are. That’s what makes gaming a serious channel for a message like this, not just a placement. **Related:** *[Magazine Profiles Young Victims of Gun Violence in America](https://musebyclios.com/advertising/magazine-profiles-young-victims-of-gun-violence-in-america/)* ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Gaming, Health and Wellness **Tags:** Ad Council **Sections:** Lifestyle --- ### [M.B. Gambke of Barstool Sports on Wrangling 48 Internet Golf Personalities for a Special Event](https://musebyclios.com/2-minutes-with/m-b-gambke-of-barstool-sports-on-wrangling-48-internet-golf-personalities/) **Published:** August 27, 2026 **Author:** Shahnaz Mahmud **Content:** Staging the [“Internet Invitational”](https://en.wikipedia.org/wiki/Internet_Invitational) was no relaxed day on the putting green. M.B. Gambke’s team at Barstool, in tandem with YouTuber Bob Does Sports, had to wrangle 48 internet golf personalities to battle for $1 million. That mission, she recalls, “was ambitious enough, but then turning it into a 6-episode series where people cared just as much about the personalities as they did the golf made it even cooler.” At Barstool, [M.B.](https://www.linkedin.com/in/mary-beth-gambke-8688573a/) oversees brand partnerships across content, experiences and events. During her eight years with the company, she has helped shape initiatives with DraftKings, BodyArmor, High Noon and Chevrolet. She also played a key role in launching Pink Whitney. Earlier in her career, M.B. worked in sponsorship strategy and activation at SJX Partners (now part of Wasserman), supporting the PGA of America, U.S. Open Tennis, Little League Baseball and Cirque du Soleil. We spent a few minutes with M.B. to learn more about her background, her creative inspirations and recent work she’s admired. ### Where did you grow up, and where do you live now? I grew up in Westchester, N.Y. and currently live in NYC. ### What is your earliest sports memory? The [1996 Aloha Bowl ](https://en.wikipedia.org/wiki/1996_Aloha_Bowl)on Christmas Day between [Navy ](https://en.wikipedia.org/wiki/1996_Navy_Midshipmen_football_team)and [Cal](https://en.wikipedia.org/wiki/1996_California_Golden_Bears_football_team). I remember going to mass with the team, meeting some of the players and then watching Navy’s backup QB pull off 4th quarter heroics for the win. My grandpa played center at Navy (Class of ’51), and my grandma worked for the team, so they were very connected to Navy football when I was growing up. ### Who are your favorite sports team(s)? [New York Yankees](https://en.wikipedia.org/wiki/New_York_Yankees),[ New York Giants](https://en.wikipedia.org/wiki/New_York_Giants), [Toronto Maple Leafs](https://en.wikipedia.org/wiki/Toronto_Maple_Leafs) and [Vanderbilt](https://vucommodores.com/). ### Who are your favorite athlete(s)? My all-time favorites are [Derek Jeter](https://en.wikipedia.org/wiki/Derek_Jeter), [Chipper Jones](https://en.wikipedia.org/wiki/Chipper_Jones), [Brett Gardner](https://en.wikipedia.org/wiki/Brett_Gardner), [Eli Manning](https://en.wikipedia.org/wiki/Eli_Manning) and [Victor Cruz](https://en.wikipedia.org/wiki/Victor_Cruz). My favorite active athletes are [William Nylander](https://en.wikipedia.org/wiki/William_Nylander), [Joe Burrow](https://en.wikipedia.org/wiki/Joe_Burrow) and [Justin Thomas](https://en.wikipedia.org/wiki/Justin_Thomas). I’m also very excited for the future of the [Giants](https://en.wikipedia.org/wiki/New_York_Giants) with [Jaxson Dart ](https://en.wikipedia.org/wiki/Jaxson_Dart)and [Cam Skattebo](https://en.wikipedia.org/wiki/Cam_Skattebo). ### What is your favorite sports movie and/or show? [Miracle ](https://en.wikipedia.org/wiki/Miracle_(2004_film))is not just my favorite sports movie, but my favorite movie of all-time. When DVDs were still a thing, it was the only one I owned for a while. So, I’ve probably seen it 500 times. My favorite sports TV show is [Friday Night Lights](https://en.wikipedia.org/wiki/Friday_Night_Lights_(TV_series)). Texas Forever! ### What is your favorite sports podcast or news show? [*Pardon My Take*](https://www.barstoolsports.com/shows/11/pardon-my-take)—love those guys! In all seriousness, I’ve had the chance to work with them for almost a decade, and it’s been really cool to watch the show grow without losing what made people love it in the first place. The way [Big Cat](https://en.wikipedia.org/wiki/Dan_Katz_(podcaster)), [PFT](https://en.wikipedia.org/wiki/PFT_Commenter) and the rest of the PMT crew talk about sports makes you feel like you’re hanging out with friends. They’re just genuinely funny, never take themselves too seriously–and that’s exactly what people want from sports commentary. ### What is your favorite sports video game, if you have one? I don’t think I’ve played a video game since [Cool Boarders](https://en.wikipedia.org/wiki/Cool_Boarders_2001) on [PS2](https://en.wikipedia.org/wiki/PlayStation_2) … so that probably says it all! ### What is a recent project you’ve been part of that you’re proud of? For the “Internet Invitational,” one of my favorite parts was finally getting to build a drive-thru brand activation within [Barstool](https://en.wikipedia.org/wiki/Barstool_Sports) programming. We’ve wanted to do something like this forever, and [Dunkin’](https://en.wikipedia.org/wiki/Dunkin'_Donuts) was the perfect partner. Seeing golfers order coffee from a golf cart in the middle of the tournament was ridiculous, in exactly the right way, and somehow our team pulled it off. Year 1 taught us a ton, which makes me even more excited for everyone to see what’s coming this fall for Year 2. ### Can you share someone else’s recent work that you admire? Three partnerships stand out to me that I’m incredibly jealous of. First is the [“Pop-Tarts Bowl.”](https://en.wikipedia.org/wiki/Pop-Tarts_Bowl) Between the mascot storylines that have unfolded each year, broadcasters getting in the mix to talk about yardage by [Pop-Tarts ](https://en.wikipedia.org/wiki/Pop-Tarts)and sprinkle length, and players and coaches literally eating a life-size Pop-Tart – they’ve just set the bar and completely reinvented bowl games. Second is the [Lego and F1 partnership](https://www.lego.com/en-us/aboutus/news/2024/september/lego-f1-partnership-announcement)—seeing drivers actually try to race full-size drivable [Lego F1 ](https://www.lego.com/en-us/categories/f1)cars during the [Miami Grand Prix ](https://www.youtube.com/watch?v=QPcG0rK9oCc)parade last year was exactly as chaotic as you’d hope – and completely iconic. Lastly, the [Leafs ](https://en.wikipedia.org/wiki/Toronto_Maple_Leafs)having Milk as their jersey sponsor—through their partnership with the [Dairy Farmers of Ontario](https://new.milk.org/)—and [Oreo](https://en.wikipedia.org/wiki/Oreo) as their helmet sponsor is the perfect combo. You don’t often see two separate partners paired so strategically—but what could be better than milk and cookies? ### What can sports do that nothing else can? Sports brings so many different types of people together. Where you’re from, what you do or what your background is doesn’t matter. What matters is rooting for the same team. There’s no better feeling than celebrating championships with people you’ll never meet again, and commiserating after a rough loss with thousands of others who are in the same boat. Sports is the ultimate shared experience. ### What would you be doing if you weren’t working in the sports space? I was an engineering major in college, so something in tech. That said, I’m obsessed with brands—creating them, building them—so I’d likely still be in the marketing space. And if all else fails, I think I’d make a pretty decent chief stew on a yacht. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:maher.labban@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Advertising, Sports **Tags:** Barstool Sports **Sections:** Community Voices, Entertainment --- ### [Take It From a Fake Cowboy, First Interstate Means 'No Nonsense Banking'](https://musebyclios.com/advertising/take-it-from-a-fake-cowboy-first-interstate-means-no-nonsense-banking/) **Published:** August 25, 2026 **Author:** David Gianatasio **Content:** And this week’s award for truth in advertising goes to… the phony, self-aware cowboy in TDA Boulder’s debut campaign for First Interstate Bank. Dubbed “No Nonsense Banking,” the work seeks to highlight the institution’s transparency and straightforward customer service. In the spot below, ol’ hoss seems to be riding across the plains. But we quickly learn that appearances can be deceiving. “Companies love hiring people like me to relate to you,” he begins. “Problem is, I’m just a ridiculously handsome actor.” “I just learned to ride this horse yesterday,” he says. “That’s why First Interstate doesn’t rely on nonsense like me. Just real nice people, like Tommy here, who know a lot more about banking than I do.” And the camera pulls back to reveal that a bank staffer has been guiding the wrangler all along. “Our audience is done with corporate BS—and banking ads are some of the worst offenders,” TDA copywriter and ACD Kyle Rathod tells Muse. “Jargon, cheesy stock photos, hollow lines. People don’t want to be sold to, they want straight answers. So, instead of adding to the corporate clutter, we poked fun at the clichés everyone’s sick of.” As for the comic approach, “You can’t bore people into trusting you—but you can make them laugh, and that goes a long way,” he says. “At the end of the day, First Interstate is still a bank. But at least it’s one that gives it to you straight.” Inverting the cowboy trope—familiar from countless commercials—makes that point in amusing fashion. So does this endless, awkward handshake, which represents a happy-happy stock photo come to life: Not as creepy as [DoorDash’s non-stop make-out session](https://musebyclios.com/advertising/doordashers-true-stories-fueled-these-strange-smoochy-ads/) from yesterday. Still dude, just let go. The flight targets “longtime locals and newer transplants building something in the modern West (CO, ID, MT, WY, NE),” Rathod says. “They are self-reliant, risk-tolerant and allergic to corporate-speak. We wanted them to walk away thinking, ‘This bank isn’t going to waste my time with nonsense. They’ll just do the job right and let me get on with my life.'” Speaking of nonsense, in the next clip, an overpromising bank follows its customers “every step of the way,” 24/7/365. Let’s see how that works out: Michael Downing directed through The Sweetshop and Chirp Films. He delivers diverting adverts that compellingly state the bank’s case but never oversell the brand proposition. Finally, First Interstate dangles the keys to home ownership—but is that really everyone’s dream? “Delivering clean lines without moving your lips is harder than it looks, and our talent crushed it—in 100-degree heat, no less,” Rathod recalls. **Related:** *[FirstBank Wants to Be the Highlight of Your Day](https://musebyclios.com/advertising/firstbank-wants-to-be-the-highlight-of-consumers-day/)* ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** first interstate bank, TDA Boulder **Sections:** Trending --- ### [DoorDash Staged the Creepiest Make-Out Session of All Time](https://musebyclios.com/advertising/doordashers-true-stories-fueled-these-strange-smoochy-ads/) **Published:** August 24, 2026 **Author:** David Gianatasio **Content:** You’re a DoorDash delivery pro. One night, you experience something odd while collecting an order at a diner. All the patrons start passionately making out, and the cook’s got a bizarre look on his face. So does that big-haired dude playing sad songs on the jukebox. Sure, you’re a tad nervous. The situation’s tough to read. Sweat rolls down your brow. But never fear, you shared that tale of the unexpected online, so DD Canada and agency Hard Work Club made it into the creepy commercial below. (Anything else you got up to that night is strictly your own affair.) “Nighttime’s a trip. Dashers take it for you,” the tagline says. But thanks to this campaign, we can share the thrill vicariously. Pucker up: Actor [Divian Ladwa](https://www.imdb.com/name/nm2591562/)—who really sells it with his facial expressions—returns as the intrepid Dasher in a second spot. He drops off some chow at a remote house as beastly eyes burn through the gloom. C’mon, Divian, milk it! MJZ/OPC director Nick Ball—who wowed us a few months back with [Tesco’s friendly fruit giant](https://musebyclios.com/advertising/friendly-fruit-giant-touts-tescos-free-fruit-and-veggie-school-program/)—provides the perfect mix of edginess, dark humor and cinematic spark. The work serves as a neat counterpoint to DoorDash’s salvo last week, with real drop-off photos serving as inspirations. Both efforts seek to tie DD further into the culture, taking different paths to play up the brand’s everyday utility. (Though frankly, some customers might enjoy making their own pickup at that greasy spoon.) Here, agency cofounder and ECD Meghan Kraemer and director Ball guide Muse through the strategy… ### Why tell stories from the Dashers’ POV? **Meghan Kraemer:** The Dasher lens felt both like a fresh perspective and one with all kinds of strange, funny and very human stories wrapped up in it. We were inspired by all these tales Dashers were sharing online about the things they encounter while moving through the world at night. And it felt like there was a whole side of delivery advertising we hadn’t really seen explored. ### It’s certainly an unexpected perspective. **Meghan Kraemer:** Most delivery stories naturally begin with the person at home and what they want. We were interested in turning the camera around: the Dasher as our way into the night, briefly passing through these little nocturnal worlds already in progress while the rest of us stayed comfortably on the couch. That became the central thought behind the campaign. ### Did you sift through 100s of stories to get these two scenarios? **Meghan Kraemer:** There were definitely some where we thought, well, that one is staying on Reddit. But we were never interested in turning the Dasher experience into something too grim for the sake of entertainment. What interested us much more were the weird, funny and very human moments you stumble into when you’re moving through the world late at night, briefly entering strange little stories already in progress. ### Why dabble in suspense/horror? **Meghan Kraemer:** The creature-feature territory was almost a no-brainer. There were lots of accounts of dark rural roads, animals wandering about, strange shapes appearing in the headlights. The cows felt almost too perfect because… is there anything less frightening on the planet? You can build all that tension and then release it instantly. And we remembered that cows’ eyes glow in the dark when headlights hit them, which was such a deliciously surreal detail. **Nick Ball:** It was a long, cold, dark night in the rural Czech Republic. It was very simple in many ways, but got horribly complicated once the cows started misbehaving. We lost a couple of them before the shoot started, they spooked themselves for no reason at all, and then the guys at Untold Studios had to do some digital magic to combine plates and make the numbers work. ### The kissy stuff is WAY scarier, actually. **Meghan Kraemer:** “Milkshakes & Heartaches” took a longer road. A lot of the late-night stories were more familiar: stoned people, drunk people, the very real weirdness of human behavior after midnight. I put myself through university serving tables and slinging cocktails, so that world felt extremely familiar to me. At 2 a.m., you see it all. And it occurred to me that for a Dasher it’s not so different, you walk into a restaurant for 30 seconds and enter a whole little universe already in motion. I originally wrote “Milkshakes” almost as a character study, inspired by those Dasher anecdotes and my own years behind the bar. Nick had the very good instinct to simplify it—to find the thing inside the thing, as great directors do. Everyone kept coming back to the kissing, including our incredible client lead Heather Cameron. So about two weeks out from the shoot, we decided: what if we stop being reasonable and just make everyone kiss? **Nick Ball:** The cast was made up entirely of real couples, found through a Facebook callout, with relationship lengths ranging from 50+ years to 8 years, three years, 18 months, and then… three days. That couple had met while filming something the week before, and by the time they arrived on our set, they had each split up with their respective partners and were together. Whether their relationship survived much beyond the shoot, I don’t know. I’ll let you guys try and guess who that couple was. **Related:** *[Can DoorDash Help You Escape Your Gnarly Roommate and His Stinky Pets?](https://musebyclios.com/advertising/roommate-woes-maybe-doordash-can-help-you-afford-a-new-place/)* ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** DoorDash, Hard Work Club, Nick Ball **Sections:** Trending --- ### ['Be Yourself' and Other Life Lessons From the 'Queen of Country'](https://musebyclios.com/music/be-yourself-and-other-life-lessons-from-the-queen-of-country/) **Published:** August 26, 2026 **Author:** Luz Corona **Content:** I am heartbroken by the death of Dolly Parton. I grew up listening to her music with my grandparents (yes, we even watched her on *Hee Haw!*). I loved her voice and her songs. As I got older, I came to admire the woman behind them: the songwriter, storyteller, businesswoman, philanthropist and leader. In 2024, I had the extraordinary opportunity to meet Dolly and watch her work. Today, I’ve been thinking about what I admired in Dolly, and what her life reminds me about how I want to live mine. ### Humility looks good on everyone I watched Dolly interact with her team during a video shoot. Here was one of the most successful performers in history, taking direction from the people around her. She listened. She laughed. She thanked them. Then she tried another take based on their feedback. There was no “I’m Dolly Parton” in the room. I remember thinking: *I could be a better listener.* No matter how much experience we have, there is always something to learn from someone else. Thanks, Dolly. ### Never stop honing your craft Dolly was extraordinarily talented, but she was also devoted to her craft. She wrote constantly, capturing ideas whenever they came to her, even after decades of success. Talent is only the beginning. Keep working. Keep learning. Keep making things. Never believe you’ve arrived. Thanks, Dolly. ### Be yourself. All of yourself Dolly was unapologetically feminine. The hair, the heels, the rhinestones, the makeup, the plastic surgery. She owned it all and made everyone else laugh along with her. “It costs a lot of money to look this cheap,” she famously joked. But behind the humor was confidence. She never let anyone’s idea of what a serious, successful woman should look like define her. She showed that femininity, humor and kindness never have to come at the expense of strength or ambition. Thanks, Dolly. ### Remember where you came from Dolly grew up poor, one of 12 children in the mountains of Tennessee. She never hid her beginnings. She celebrated them. And when she became successful, she reached back. She created jobs in her hometown and gave millions of children books through her Imagination Library, inspired in part by her father’s inability to read. Success means more when you use it to lift someone else. Thanks, Dolly. ### Be kind when no one is keeping score I got to experience this one personally. When I met Dolly, my aunt was battling stage 4 cancer. I told Dolly how much my aunt loved her, and Dolly immediately recorded a personal video message for her. It overwhelmed my dear aunt with joy. There was nothing in it for Dolly. She simply knew she could make someone who was hurting happy. So she did. Thanks, Dolly. Today, I find myself thinking about my grandparents, too. Maybe all those years we listened to Dolly together, they were passing along more than music. Dolly left the world better than she found it. Isn’t that what we all hope to do? Thanks, Dolly. **Related:** *[J. Cole’s ‘The Fall-Off Tour’ Wasn’t Built on Stage—It Was Built in the Shadows](https://musebyclios.com/musings/j-coles-the-fall-off-tour-wasnt-built-on-stage-it-was-built-in-the-shadows/)* ![author avatar](https://secure.gravatar.com/avatar/6b6bfb2f77a71b59d600c283859735f5d62b2631c0b7c29a530b306cb0abde04?s=300&d=mm&r=g) Luz Corona [See Full Bio](https://musebyclios.com/author/luzcorona/) [ ](https://musebyclios.com/author/luzcorona/) **Categories:** Music, Musings **Tags:** Dolly Parton, Musings **Sections:** Community Voices, Entertainment --- ### [From Balling in West Philly to Fanatics Fest: King Saladeen Always Dreamed Big](https://musebyclios.com/2-minutes-with/from-balling-in-west-philly-to-fanatics-fest-king-saladeen-always-dreamed-big/) **Published:** August 26, 2026 **Author:** Luz Corona **Content:** Art wasn’t always the primary path for Raheem Saladeen Johnson, widely known as King Saladeen. [Growing up in Philadelphia](https://www.kingsaladeen.com/bio), Saladeen initially focused on athletics. A standout basketball player, he was mulling over an NCAA scholarship offer before deciding to take a leap of faith and fully devote himself to art—a passion he had nurtured since drawing at five years old. Today, Saladeen’s bold, energetic abstract style is instantly recognizable. His portfolio features high-profile brand partnerships with Nike, [eBay](https://www.instagram.com/reel/DP9rXMvDuFk/?utm_source=ig_web_copy_link&igsi=MzRlODBiNWFlZA==), the [NFL,](https://www.instagram.com/p/DRidk0NDMc1/?utm_source=ig_web_copy_link&igsi=MzRlODBiNWFlZA==) Topps and Visa. Beyond traditional canvases, his hand-painted work can be found on murals, sports memorabilia, sneakers and luxury automobiles. At [Fanatics Fest](https://musebyclios.com/sports/fifa-mlb-mitchell-ness-and-more-showed-up-big-at-fanatics-fest-2026/), Muse sat down with King Saladeen to discuss his creative influences, key moments in his career and why telling your story matters more than anything else. The following has been lightly edited for length and clarity. ### What do you want people to feel through your art? I want them to feel the emotion. I want them to feel that energy of dreaming big and taking that risk on yourself. I quit my job on July 4th, 2011. And it was one of those things where a lot of people thought I was crazy. But it was before I had kids, so I knew that I had to take some type of a chance and a risk to have them live a better life. ### What’s a creative hill you’ll die on? Dreaming big and always loving what I do. ### Finish this sentence: “When I am in a creative rut, I…” When I’m in a creative rut, I go and take my kids out because they give me the inspiration of being a young guy again. And they’re not worried about anything in the regular world. My kids are my inspiration. ### What’s one thing people misunderstand about artists? Probably that we’re regular people. We’re just kids that never grew up. ### What would you tell your younger self if they could see you now? Don’t take everything so seriously. We’re only here for a certain amount of time, so be inspirational, motivate people and create with your heart. ### What’s a source of inspiration you return to constantly? My grandfather passed away two years ago. And up until he passed away, he would be at the studio with me creating. He left me so much artwork, so that showed me at any age you can tap into that younger self. That’s one of the things that inspired me the most. ### What’s the last great book, movie or show you experienced? *Entourage* and *How to Make It in America*. Those are my shows. When I was coming up, I was watching those shows and \[thought\], “That could maybe be me.” Years later, I’m going through certain obstacles and the same type of thing. Never give up and dream big. ### You’ve got two minutes with the art industry—what’s your hot take? Create things that really mean something to you. Those are the things that really sell these products. The art’s cool, everybody’s super talented. But if you don’t have that story and that authentic, relatable vibe, it doesn’t connect. Create from your heart and always have an amazing story that touches you that can touch other people. > [View this post on Instagram](https://www.instagram.com/reel/Da4FtTxgQQx/?utm_source=ig_embed&utm_campaign=loading)[A post shared by Fanatics Authentic (@fanaticsauthentic)](https://www.instagram.com/reel/Da4FtTxgQQx/?utm_source=ig_embed&utm_campaign=loading) **Related:** *[Lady JDay Is Leaving Her Mark on the World, One Mural at a Time](https://musebyclios.com/2-minutes-with/lady-jday-is-leaving-her-mark-on-the-world-one-mural-at-a-time/)* [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:amy.corr@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/6b6bfb2f77a71b59d600c283859735f5d62b2631c0b7c29a530b306cb0abde04?s=300&d=mm&r=g) Luz Corona [See Full Bio](https://musebyclios.com/author/luzcorona/) [ ](https://musebyclios.com/author/luzcorona/) **Categories:** 2 Minutes With **Tags:** Art, Fanatics, Sports **Sections:** Community Voices, Entertainment --- ### [DoorDash Reframes Its Pitch, With Artful Storytelling That Puts Parents in the Picture](https://musebyclios.com/advertising/doordash-reframes-its-pitch-with-artful-storytelling-that-puts-parents-in-the-picture/) **Published:** August 21, 2026 **Author:** David Gianatasio **Content:** Say cheese! (Or whatever you ordered). Real DoorDash delivery photos drive fresh commercials breaking this week from the delivery service. Seeking to position itself as an essential resource for harried parents, the brand’s in-house team worked with Imperial Woodpecker director [Sam Brown](https://www.imperial.tv/directors/sam-brown/) on a series of visually intriguing spots. Each vignette opens on a drop-off photo. The camera then glides through the door to tell the story behind that delivery. “We were inspired by pictures parents upload to social media,” Alejandro Juli, group creative lead at DoorDash, tells Muse. “These are usually chaotic. And we started asking ourselves what might be going on behind those doors, and how a DoorDash order would have brought order to that chaos.” First, baby comes down with a heavy cold, then dad gets sick and acts like a infant: “The photos that inspired us stood out—to us and to social media at large—because of how relatable and chaotic they are,” says Juli. “You can genuinely see parents struggling to hold it together. We took some liberties in casting to make sure we weren’t exposing anyone real.” To achieve a distinctive look and feel, the team employed a camera technique called the parallax effect. Various elements were painted black, creating a sense of gliding through walls. “Everything was shot handheld, with actors holding perfectly still,” Juli recalls. “In some cases, we cast sets of twins and built playful doors into the sets to avoid cuts as much as possible.” Here, diapers arrives in the nick of time: “Every house was a custom built set, designed for the stories,” Juli says. “We tried avoiding VFX and cuts as much as possible.” “The spot called ‘Revenge Baking’ probably was the hardest one to make, since it features kids and has no cuts.” Finally, a postpartum tale that pulls no punches: Brown actually built dioramas of each scene—aka the “papermatic” approach—to ensure fluid camera movements once filming began. This revealing BTS reel puts the finely detailed craft in perspective: This marks another creative highlight for the delivery category. Both DoorDash and Instacart recently earned Muse’s Ad of the Week honors. DD scored for its[ cringe-inducing IRL stunts](https://musebyclios.com/advertising/tmi-doordashs-app-based-storefront-is-downright-cringe/), while IC tallied by [spoofing male shopper memes](https://musebyclios.com/advertising/instacart-bags-ad-of-the-week-honors/). Related: [*DoorDash Delivers, With (and Without) All the Drama*](https://musebyclios.com/advertising/doordash-delivers-with-and-without-all-the-drama/) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Ad of the Week, Advertising **Tags:** DoorDash **Sections:** Trending --- ### [Here's the Story Behind That Giant Hairball K18 Rolled Around NYC](https://musebyclios.com/health/heres-the-story-behind-k18s-giant-hairball-thats-been-rolling-around-nyc/) **Published:** August 12, 2026 **Author:** David Gianatasio **Content:** A 10-foot-tall hairball’s been rolling through Midtown Manhattan, Chinatown and other NYC neighborhoods this week. Wags might shrug and say that’s just another day in Gotham. But of course, it’s an ad campaign, devised by haircare brand K18 and Uncommon Creative Studio. We’re told the enormous “Tumblehair” represents the 161 *billion* strands New Yorkers could retain each year by using K18’s FutureIQ longevity serum. The project concludes Aug. 12 at Sephora in the Meatpacking District, near Gansevoort Plaza. Product reps will roll in with the furball for pics, scalp evaluations and more. > [View this post on Instagram](https://www.instagram.com/reel/Db6O9rIJPha/?utm_source=ig_embed&utm_campaign=loading)[A post shared by Myles Toe (@myles\_toe)](https://www.instagram.com/reel/Db6O9rIJPha/?utm_source=ig_embed&utm_campaign=loading) In a world of non-stop digital enhancement, this feels like a truly special tactile effort. K18 rolled big, as the kids say. The imagery’s mega-memorable. It’s sure to spark social sharing, hyping the brand far beyond New York’s five boroughs. Below, the project’s creators take Muse along for the shaggy ride. ### MUSE: What inspired this idea? **K18 x Uncommon:** We wanted to bring the science behind hair longevity to life in a way people couldn’t just scroll past and ignore. When we looked at the amount of hair New Yorkers could collectively retain with FutureIQ, the number came out to 161 billion strands. We thought, what better way to visualize that than with a giant, rolling ball of hair? It felt unexpected. Maybe a little gross, but undeniably eye-catching. ### Where’d you get so much hair? How did you shape it into a ball? It measures approximately 10 feet in diameter and weighs around 150 pounds—likely more. It’s made of real and synthetic hair sourced from all over New York City, including from K18 partner stylists’ salons. We went through many rounds of R&D for the fabrication of the Tumblehair to settle on its final look to ensure it’s representative of every color and texture of New Yorkers’ hair. \[And to make sure\] it could actually roll through the city. It was hand-styled, sewn and constructed by prop stylists CAD Industries and Decimated Designs. ### What goes into rolling hair around NYC? You must need so many permits. There’s definitely more involved than simply pushing a giant hairball down the street! Beyond the feat of fabrication, getting a ball to roll around New York City requires a deep crew of on-the-ground production experts who tackle everything from location permitting, communications with the Mayor’s office, route planning and local police. Plus there’s a dedicated team of PAs who chase down every single person who shows up on our cameras for a release. ![Aerial view of a city intersection with multiple crosswalks, pedestrians walking, and a large brown spherical sculpture on a crosswalk near the curb.](https://cdn.musebyclios.com/wp-content/uploads/2026/08/11194122/hair-1.jpg)### Explain how it rolls around town. How is this achieved? It’s definitely not as simple as giving it a push and letting it roll! We explored every possible way to make this thing seamlessly roll. At one point, there was even a remote controlled car inside it. In the end, the simplest solution was the right one. We had a team of five of our strongest production crew physically pushing, directing and rolling the ball through the city’s streets, avenues, parks and alleys. ### Who gets custody of the thing post-campaign? After the installation is complete, our fabrication partners who regularly build props for horror and sci-fi activations and haunted houses have asked to keep it part of their permanent collection. They haven’t told us how they’re going to use it. But we imagine perhaps a disgusting disco ball in their warehouse. ### You must’ve gotten a range of reactions from NYers. Do tell. This was honestly our favorite part of the stunt. New Yorkers have seen it all and have learned to expect the unexpected. So watching people stop mid-walk, do a double take and pull out their phones to record has been very rewarding. We’ve gotten everything from “What IS that?” to people assuming it had to be AI. Seeing people debate whether a giant hairball could actually be rolling through New York was a conversation we were not expecting, but find very impactful for the future of how we market to consumers. **Related:** [*Bigfoot’s Haircare Secret? It’s e.l.f.!*](https://musebyclios.com/health/bigfoots-haircare-secret-its-e-l-f/) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Ad of the Week, Fashion and Beauty, Health and Wellness **Tags:** K18, Uncommon **Sections:** Lifestyle --- ### [Kuru Says: When Zombies Attack, Good Shoes Matter](https://musebyclios.com/health/kuru-says-when-zombies-attack-good-shoes-matter/) **Published:** July 23, 2026 **Author:** David Gianatasio **Content:** Mom: “I found a pair of Kurus on a half-eaten corpse.” Dad: “And they fit!” Orthopedic shoe brand Kuru and agency Little Big Engine play the end of civilization for laughs in our second zombie apocalypse spoof this week. [Xfinity’s take](https://musebyclios.com/film-tv/xfinity-adds-zombies-to-its-menagerie-of-monsters-and-mayhem/) on the genre boasted blockbuster production values and cinematic scope. Kuru’s campaign … has zombies, that’s for sure. And they’re clearly low-budget, with barely any makeup. The whole thing looks like it was shot in and around some random crappy house. But all of that works in the advert’s favor. This feels like a campy indie short, packing considerable punch and an especially sharp script. The best bits involve a couple’s ghoulish son chained to a wall while growling like a freak. Mom: You know how teenagers are. They eat anything. Dad: Or anyone. When the kid snarls and rages, pops wags a finger and warns, “OK, young man. You’re pushing it!” Play “We needed to help shift the perceptions of an entire category while building awareness, engagement and preference for Kuru,” says Patrick Maravilla, ECD at Little Big Engine. “We created an execution that grabs attention, entertains, demonstrates the problem, introduces the product and dramatizes the relief it provides. Indeed, the brand proposition—that these kicks provide comfort and relief in tough situations—slices through the horror hokum. Like fiendish teeth tearing into tender flesh, or some such. Breaking across TV and social, the work also aims to combat ageism, noting that orthopedic shoes can provide cross-generational utility with a range of styles, Maravilla says. “We challenged the conventions of a boring and unpopular category by meeting consumers where they are, being honest about what living with foot pain can be like and introducing a solution to one of life’s many difficulties.” Here, Maravilla chats with Muse about the project: ### How’d you hit on the notion of zombies? The big idea from the jump was, “At least my feet don’t hurt.” The scripts were stories of people in horrible situations who stay happy and see the silver lining because Kuru has removed their foot pain. It came down to two concepts: “Forgotten Safe Word” – A story of a guy in the middle of getting whipped by a dominatrix who forgot his safe word. He’s getting whipped and his back is in pain, but at least his feet don’t hurt! This idea was tabled. For now. “OutBreak” – This was the spot we ended up making. Shaun of the Dead was our inspiration. We were like, “Let’s do that but for an orthopedic shoe commercial.” Plus our clients are BIG zombie fans. ### What were your biggest challenges? When dealing with a small budget, which we definitely were, you have to pick and choose where to invest and what can be less of a priority. We chose to invest in set design and talent. We used our producer’s sister’s house for the location. We thought of ideas that wouldn’t need additional post investment. A zombie pushing a mower while our hero dad is in a homemade shower was simple and funny without adding to the production cost. ### Local actors in the cast? Many of the extras were friends, family, Kuru employees and some of the students I was teaching at Utah Valley University. Blake Brown, the director of brand and creative at Kuru, is one of our Zombies too. ### The dialogue’s particularly amusing. Improv is a BIG part of every one of our productions. We always go into a shoot with a great script then work to beat it when the cameras roll. So lines like, “Honey can I do head and you do shins?” and “It mows the lawn or it gets the kerosene again” were riffed on set and they made it into the final cut. Fun fact: “You know how teenagers are. They eat anything. Or anyone.” The CMO at Kuru came up with that line on set. ### Will there be a sequel? When all is said and done, we love how the spot turned out. And we delivered enough footage to Kuru’s internal marketing teams to build an entire funnel of bespoke creative assets. This allows them to constantly cut alts and optimize versions to find the winning edit that sells a ton of shoes. **CREDITS** Client: Kuru Footwear Campaign Title: “At Least My Feet Don’t Hurt” Head of Brand: Blake Brown CMO: Damian Dayton Video Content Creator: Tyler Brown Agency: Little Big Engine Executive Creative Directors: Brandt Lewis/ Patrick Maravilla Partner, Head of Accounts: Ben Myers Production Company: Little Big Engine Executive Producer: Duff Rich Director of Photography: Mun Powell Postproduction: Cosmic Pictures Editorial Company: Little Big Engine Editor: Dan Aronin Music/Sound Design: Jam Music Collective Music Producers: Sam Clawson and Kyra Brewer ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Health and Wellness **Tags:** kuru, little big engine **Sections:** Lifestyle, Trending --- ### [Nico Puertollano's Quest for Authenticity in a World Where the Word Can Mean So Many Things](https://musebyclios.com/2-minutes-with/nico-puertollanos-quest-for-authenticity-in-a-world-where-the-word-can-mean-so-many-things/) **Published:** August 23, 2026 **Author:** David Gianatasio **Content:** So, [Nico Puertollano](https://www.linkedin.com/in/puertollano/), you joined production and design studio [Versus](https://www.weareversus.tv/) a few months ago as an executive creative director. What’ve you been up to? “My first mission is simple: help make Versus the place people think of when they want to do the best work of their careers. To me, that starts with creating an environment where great work can happen consistently. Right now, I’m spending a lot of time listening—understanding how different teams work together, where friction exists and how we can improve our processes so people spend less time fighting workflows and more time thinking, creating, and collaborating.” During his dozen years with Rezonate, which he co-founded, Nico deployed animation, motion design and brand storytelling across culturally attuned campaigns in healthcare, entertainment, tech, sports and more. We spent a few minutes with Nico to learn more about his background, inspirations and belief that authenticity emerges when actions and values jibe. ### Where did you grow up, where do you live now, and how do the two compare? I was born in Manila and spent my early childhood there before my family moved to New York in the mid-’80s. I grew up in New York, then moved back to Manila in my late twenties, where I met my wife, started my art and design career and built a studio. I spent a decade before returning to New York, where we now live with our family. People often think of Manila and New York as opposites, but I’ve never experienced them that way. Manila carries a lot of Western influence because of its history, and New York has always been a city built by immigrants. They’re both loud, creative, restless cities that reward curiosity. The biggest difference isn’t the culture—it’s the infrastructure. New York moves because its systems work. Manila moves because its people make them work. There’s a resilience in Manila that’s incredibly inspiring, and a pace in New York that’s constantly challenging you to grow. Having lived deeply in both places has shaped the way I see people, creativity and community. ### Was there an “a-ha” moment in your life that made you realize what you wanted to do? I’ve never had an “aha” moment because I’ve always made things. As a kid it was Lego, Fischertechnik, drawing, taking apart toys to see how they worked, taking photographs with my parents’ Minolta camera. Later it became comic books, animation, music, photography, editing, film and eventually design. Looking back, I don’t think I was searching for a creative career. I was just following my curiosity. The medium changed over the years, but the instinct never did. ### What’s a creative hill you’d die on? Culture doesn’t come from brands. It comes from people. Brands can participate in culture. They can support it, amplify it, or sometimes misunderstand it. But they don’t create it. The best creative work doesn’t start with trends or platforms. It starts with understanding people—what they care about, what they’ve lived through and what they’re trying to say. ### What’s the best career advice you actually followed? I’ve carried three pieces of advice with me. My editing professor, Alonzo Speight, told me I had to finish school—not because the diploma mattered, but because finishing something teaches you as much as starting it. That stayed with me. Another lesson came from several mentors over the years: Pause, listen and respond instead of reacting. That advice helped me just as much in leadership as it has in directing. And one from my father that somehow applies to almost everything in life: Measure twice. Cut once. ### What source of inspiration do you return to constantly? People. I know that’s a broad answer, but it’s true. I love sitting in public spaces and watching how people interact. I’m fascinated by how two people can experience the same moment and walk away with completely different stories. Outside of that, music has probably been my longest creative companion. Skateboarding, aikido, photography and film have all shaped the way I think, but they all come back to the same thing: observing people and understanding perspective. ### What was the last campaign that made you think, “I wish I made that?” [“Assume That I Can” for World Down Syndrome Day](https://musebyclios.com/advertising/fighting-false-assumptions-about-people-with-down-syndrome/). Not because of the production value, but because it trusted the audience. It challenged assumptions without feeling self-important or manipulative. It reminded me that the best storytelling doesn’t tell people what to think. It invites them to rethink what they already believe. Play ### Tell us about a recent project you’re proud of. One project I’ll always be proud of is [AARP’s “A Living History of the LGBT Movement.”](https://www.aarp.org/videos/history/5847582330001/) What made it special wasn’t the animation. It was the responsibility. We were telling decades of history in just a few minutes. The challenge wasn’t deciding what to include—it was deciding what not to include while still honoring the people whose lives shaped that history. That project reminded me that our job isn’t simply to make things beautiful. It’s to help people feel seen. ### Can you recall a campaign or project that almost didn’t come to fruition? One thing I’ve learned is that the projects worth making almost always reach a moment where they feel impossible. I’ve had projects where budgets disappeared, concepts changed completely, timelines collapsed or clients questioned whether the idea was worth pursuing. Those moments taught me that creative leadership isn’t about protecting your original idea. It’s about protecting the intention behind it while being flexible about how you get there. For a long time, I thought my job was to make the work better. But somewhere along the way, I realized that leadership is a creative act. You’re designing teams, relationships and ways of working. When you’re solving a problem together and everyone is invested in the same outcome, the work gets better. Sometimes the version that almost fell apart becomes the version you’re proudest of. ### What’s overrated in marketing right now? Authenticity. Not because authenticity is overrated—but because the word is. We’ve reached a point where almost every brand claims to be authentic. The word has become a shortcut instead of a standard. People don’t experience authenticity because you say it. They experience it because your actions, your work and your values consistently line up. I’d rather hear a brand talk less about authenticity and spend more time earning trust. ### You’ve got 2 minutes with the industry… What’s your hot take? Audience connection works best when the audience becomes part of the process. We spend too much time trying to interpret communities instead of involving them. We extract insights, filter them through our own experiences and call the result authentic. I’d rather build with people than translate them from a distance. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:amy.corr@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** 2 Minutes With **Tags:** Versus **Sections:** Community Voices --- ### [8 Creators, 1 Script and a Curious AI Experiment](https://musebyclios.com/musings/8-artists-1-script-and-a-curious-ai-experiment/) **Published:** August 24, 2026 **Author:** David Gianatasio **Content:** There aren’t many subjects guaranteed to ruin a dinner party quite like AI. Much of that conversation sits at two extremes: AI is the blazing future of creativity, or it has no place in it. Use it or refuse it. Rather than adding another opinion to the chatter, we decided to run an experiment. One where AI quickly becomes the least interesting part. [“Humancentric”](https://www.youtube.com/playlist?list=PLFIVbPviGi2g) is a multi-artist storytelling experiment conceived, produced and curated by our creative production house MikeTeevee. We started with a simple premise: If everyone has access to the same tools and narrative, what makes the difference? We enlisted the help of Oscar-nominated screenwriter Efthimis Filippou, the mind behind *The Lobster*, *Kinds of Kindness* and *The Killing of a Sacred Deer*. He presented us with the heart of the project: a scene about a washed-up police lieutenant who enters a bar, and has an altercation. If you know Filippou’s work, this scene has layers of subtext. We deliberately chose a dialogue-based story. AI can create wondrous visual worlds; speech is more challenging. We then brought together eight artists from around the world, who use AI as part of their practice, but have diverse styles and processes. Their brief was simple: Create anything you like, with one rule. Don’t change the dialogue. The result was eight films spanning surreal, noir, dreamlike, unsettling and comic worlds. Here’s a trailer: Along the way, “Humancentric” became less like an AI filmmaking exercise and more like a showcase for good, old-fashioned human meddling, where instinct and the filter of personal taste made all the difference. To expand beyond the screen, “Humancentric” also became a live experience, initially premiering during AI on the Lot in Los Angeles. Visitors read the original script, spun a wheel of fortune and were sent into one of eight curtained viewing booths. Somewhere between a carnival sideshow and confession booth, the installation became the project’s ninth artist. What we all realize, of course, is that AI has zero taste. Even though it pretends it does. It hallucinates more than a guest at Hunter S. Thompson’s house and confidently makes choices it doesn’t understand. AI can generate endlessly but doesn’t know when to stop. Knowing what to keep, what to toss and when to do an about-turn is still a most human of skills. Making AI merely a catalyst, not the main event. If anything, AI hasn’t replaced creativity, it has exposed it. When everyone has access to the same tools, judgment is more visible and perspective more valuable. And while AI can break wildly into strange worlds, the awkward subtlety of human behavior remains difficult to fake. Thankfully. Which means, we’ll always need humans to get in the way of AI. Creatively and rebelliously. Filippou says: “When I started writing scripts 20 years ago, I was really annoyed by the fact that the film created had nothing to do with what I had imagined. Now I know that ‘this had nothing to do with what I had imagined’ is the best thing that can happen to a script.” And here are the films: Play Humancentric: “Not Finished Yet” — by BlumquistPlay Humancentric: “The Hunter” — by Gizem Akdag & Ege Berkin AkdagPlay Humancentric: “Patternson” — by DoopiidooPlay Humancentric: “Ladder” — by David Szauder & Anna Réka BaktayPlay Humancentric: “The Regular” — by Veronika Pell (Mindeye)Play Humancentric: “Something Came Over Me” — by REOPlay Humancentric: “Scoria” — by Infrarouge (Anthony Tournadre)Play Humancentric: “Crow Bar” — by MikeTeevee ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings **Tags:** AI, miketeevee **Sections:** Community Voices, Entertainment --- ### [International Artists Celebrate La Borinqueña's 10th Birthday With Limited-Edition Covers](https://musebyclios.com/art/international-artists-celebrate-la-borinquenas-10th-birthday-with-limited-edition-covers/) **Published:** August 24, 2026 **Author:** Shahnaz Mahmud **Content:** ![Young woman superhero in a blue, white, and red suit, surrounded by glowing blue butterflies in a starry background.](https://cdn.musebyclios.com/wp-content/uploads/2026/08/21183819/LB1-1.jpg)To celebrate *[La Borinqueña](https://www.la-borinquena.com/)‘s* 10th anniversary, the Puerto Rican superhero series will reprint its first issue with 10 limited-edition original covers created by international artists. *La Borinqueña* is an independent graphic novel series featuring [Marisol De La Luz](https://leagueofcomicgeeks.com/character/93191/marisol-rios-de-la-luz-la-borinquena), a Columbia University student who gains mystical powers and becomes a patriotic symbol for the country. The superhero series exists to support charitable work. It is the brainchild of Brooklyn-based graphic artist, creative director and philanthropist [Edgardo Miranda-Rodríguez](https://en.wikipedia.org/wiki/Edgardo_Miranda-Rodriguez), who also writes for [Marvel Entertainment](https://en.wikipedia.org/wiki/Marvel_Entertainment). [Miranda-Rodríguez ](https://www.somosarte.com/)was inspired to launch the series in 2015, after the then-[Governor Padilla of Puerto Rico](https://en.wikipedia.org/wiki/Alejandro_Garc%C3%ADa_Padilla) announced that the U.S. territory had accrued $74 billion debt it could not repay. “I knew this would lead to an inevitable humanitarian crisis and that perhaps via pop culture awareness could be made of this socioeconomic situation,” explains Miranda-Rodríguez. “Marvel had just published my debut as a comic book writer, but I pivoted and decided to independently publish my own superhero series that is still growing 10 years later.” ![](https://cdn.musebyclios.com/wp-content/uploads/2026/08/21184047/author.jpg)Edgardo Miranda-RodríguezContributing to the anniversary reprint edition are Marvel and DC Comics artists [Ariel Jesús Colón ](https://www.arielcolonart.com/)(Isabela, PR); [Humberto Ramos](https://en.wikipedia.org/wiki/Humberto_Ramos) and [Edgar Delgado](https://www.instagram.com/delgaduck/?hl=en) (Mexico City); [Manuel Preitano ](https://www.instagram.com/manuelcomicart/)(Italy); [Juan Paolo Cagampan](https://www.linkedin.com/in/paolocagampan/) (Great Britain); [Kei Zama ](https://keizama.com/)(Japan); Puerto Rican artists [Nik Virella ](https://www.linkedin.com/in/nikvirella/)and [Chris Sotomayor ](https://en.wikipedia.org/wiki/Chris_Sotomayor)(both of New York); [Nacho Rodríguez ](https://www.instagram.com/nachissimo/?hl=en)(Argentina); [Elena Casagrande](https://leagueofcomicgeeks.com/people/1377/elena-casagrande) (Italy); and American [Dave Wilkins](https://davewilkinsart.com/). “Having international artists donate their talent shows that La Borinqueña is a hero for Puerto Rico and the world,” says Miranda-Rodríguez. “It’s truly inspiring to see artists interpret our character in their own beautifully unique style-we’re very fortunate to have the love and support from the global community.” ![](https://cdn.musebyclios.com/wp-content/uploads/2026/08/21191546/Replacement-LaBorinquena01_PaoloCagampan_10thAnniversary_NoLettering.jpg)*La Borinqueña* graphic novels are part of the permanent collections of the [Smithsonian](https://www.si.edu/object/la-borinquena-1%3Anmah_1840683), [New York Public Library](https://www.nypl.org/research/research-catalog/browse/authors/Miranda-Rodriguez%2C%20Edgardo) and the Archivo General y Biblioteca Nacional de Puerto Rico. Schools teach *La Borinqueña* internationally on the primary and graduate level, Miranda-Rodríguez also says. The celebration also features public art components in cities including New York, Chicago, Boston, Philadelphia, San Juan and more. Miranda-Rodríguez says his desire is to have the series made available in other languages and countries so as to create a global community. Beyond that, the creator aspires to produce more books, animation, theater and film. “The power of storytelling can be transformational, especially when the characters are created by authors and artists who have a shared value of our culture and heritage.” ![](https://cdn.musebyclios.com/wp-content/uploads/2026/08/21152037/LaBorinquena01_KeiZamaSoto_10thAnniversary.jpg)To support the 10-year marker, Miranda-Rodríguez is running a [crowdfunding campaign](https://zoop.gg/c/laborinquena10th) designed to support storytelling and philanthropy in Puerto Rico. The effort seeks to bring awareness to the country’s debilitating crisis. “Currently there is a drought and water crisis leading to a 48-hour water rationing schedule affecting half a million Puerto Ricans,” says Miranda-Rodríguez. “Our stories and charity work bring awareness to these issues that have been prevalent since 2015, since Hurricane Maria in 2017, and today. It’s a human rights issue that all of us should be passionate about.” “Superheroes save the day in the pages and panels of their stories, we take that premise and apply it to the real world by celebrating real superheroes,” Miranda-Rodríguez also says. **Related:** *[KAP Media Group Wraps San Diego in Dozens of Colossal Wallscapes for Comic-Con](https://musebyclios.com/film-tv/kap-media-group-wraps-san-diego-in-dozens-of-colossal-wallscapes-for-comic-con/)* ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** Art **Tags:** comics **Sections:** Entertainment, Trending --- ### [Why Polymaths Will Shine in the Age of AI](https://musebyclios.com/musings/why-polymaths-will-shine-in-the-age-of-ai/) **Published:** August 20, 2026 **Author:** David Gianatasio **Content:** The word “polymath” has been flattened by overuse. A polymath isn’t someone who’s vaguely good at a lot of things. It’s someone with real depth in multiple disciplines—and, crucially, disciplines that feed each other. Benjamin Franklin wasn’t a printer, writer, diplomat and scientist as a collection of roles. Each informed the other: the printer understood how ideas spread, which made him a better writer. The writer sharpened his diplomacy. Curiosity tied it all together. Hedy Lamarr was a Hollywood star and a co-inventor of frequency-hopping technology that helped lay the groundwork for Wi-Fi and Bluetooth. Brian Eno moves between music, visual art and systems design, building frameworks that generate creative outputs. Donald Glover works across writing, acting, directing and music, with each discipline visibly strengthening the others. None of them were merely “well-rounded.” They had genuine mastery in several places at once, and the breadth was built on depth. For 20 years, the ad industry treated that profile as a problem. Unfocused. Pick a lane. Go deep. Specialize. That was the path to seniority, and it was sound advice—because execution was expensive and hard. And the only way to be excellent at one thing was to do nothing but that thing for 10,000 hours. The specialist was the safe bet. The generalist was the dabbler. AI just inverted that, and a lot of people haven’t felt the floor move yet. AI made competent execution cheap. Anyone can now produce a passable grade, a clean render, a decent first draft. That doesn’t eliminate the need for skill. When everyone can clear the bar of competence, competence becomes worthless. The only thing left with any value is the gap between competent and great—and AI does not hand you that gap. You still have to earn it. That shift creates an uncomfortable question for many specialists: If the execution layer of your craft is automated, what remains that is uniquely yours? For some, the answer will be less than expected. That’s the anxiety underneath this whole moment, and it’s a rational one. The response isn’t to panic-learn 10 new tools. It’s to become something the industry has historically undervalued: a master of several trades. And that’s a set of habits, not a personality you’re either born with or not. Here are a few hard won opinions on how to actually do it. **Build outward from genuine curiosity, not from a trend map.** The instinct under pressure is to chase whatever skill looks safest—everyone piling into the same “future-proof” discipline at once. Don’t. Forced breadth never sticks; you’ll quit the second it gets boring, and it always does. The disciplines that compound are the ones you’re actually curious about, because curiosity is what carries you past the unglamorous middle of learning something new. The good news is that curiosity also tends to pull you toward adjacent crafts—the writer drawn to art direction and editing, the designer drawn to motion and sound. That adjacency is exactly where the value is. Franklin didn’t pick his fields off a list. He followed what fascinated him, and the results were historic. **Go deep enough to judge, not necessarily to perform**. The most common misread of “be a polymath” is “be world-class at everything,” which is impossible and not the point. Instead, go deep enough to know instantly when something is off. You don’t need to be able to grade the film at a master colorist’s level. You need to be able to look at the grade and know it’s fighting the music. That’s a far lower bar to execute and a far higher bar to fake. And it’s the bar that counts, because in a world of cheap execution, the rare skill is judgment, not output. **Treat taste, judgment, and creative direction as the actual job now.** When execution is automated, the value moves up the stack—to knowing what’s worth making, why this idea and not that one, when something is technically flawless or completely dead. Those aren’t soft skills anymore; they’re the hard ones. This is exactly what Brian Eno figured out decades early: Build the system, then direct it. The value isn’t in playing every note, it’s in knowing which results are worth keeping. If you’re early-career, stop measuring yourself only by how well you can make the thing. Instead, start building the muscle of knowing whether the thing is any good. That muscle is built the old-fashioned way. By consuming enormous amounts of the best work, paying attention to why it works, and developing a point of view you can defend. **Protect against becoming mediocre at everything by anchoring in one real depth.** This is the load-bearing distinction. The shallow generalist—a little of this, a little of that, master of none—doesn’t win in this new world. They just produce mediocrity faster, with better tools. The deep generalist wins. Donald Glover didn’t get range by being casually okay at five things. He got it by being genuinely good at one and letting that standard travel. Bottom line: Don’t try to do more things. Get good enough at adjacent things to know what good looks like across all of them. Then let the machine do the hands. None of this requires you to have been born curious about everything. It requires you to start being deliberately curious now, and to stop treating your specialty as a fortress and start treating it as a foundation. **Related:** [The Dawn of the Hyphenate Creative: Why It Matters](https://musebyclios.com/musings/the-dawn-of-the-hyphenate-creative-why-it-matters/) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings **Tags:** R/GA **Sections:** Community Voices --- ### [China Mobile's Romantic Chase Through Space and Time](https://musebyclios.com/worldviews/china-mobiles-wild-chase-through-time-and-space/) **Published:** August 24, 2026 **Author:** David Gianatasio **Content:** Here are some notable campaigns that broke far and wide in recent weeks, selected by Muse sibling [Ads of the World](https://www.adsoftheworld.com/). ### China Mobile, ‘Cosmic True Heart’ Agency: F5 Shanghai A fully AI, [Qixi-inspired](https://en.wikipedia.org/wiki/Qixi_Festival) film turns a lost phone connection into a surreal odyssey through parallel worlds. After a missed connection with a girl on a subway, a young man searches across ancient landscapes, Wild West towns and alien realms for a way back. The journey lands in the 10086th dimension, where one successful call brings them together again. [Read More](https://www.adsoftheworld.com/campaigns/cosmic-true-heart) Play ### Burger King Brazil, ‘Fire Makes Everything Epic’ Agency: Zurda Agency A fiery campaign makes the case that everything tastes better when it gets the open-flame treatment. Built around the idea that fire turns ordinary moments epic, the work embraces practical spectacle, from burning guitars to rooftop stunts and lightning-chasing mud runs. The result gives flame-grilled food a blockbuster mythology grounded in true heat. [Read More](https://www.adsoftheworld.com/campaigns/fire-makes-everything-epic) Play ### Nedbank, ‘Money Relationships’ Agency: Joe Public Nedbank in South Africa turns money into a dangerously seductive character in a psychological thriller that follows Sam’s increasingly consuming relationship with Ben. The twist reveals Ben was money all along, transforming a familiar financial story into something more unsettling. Rather than blaming money itself, the campaign argues that the real problem is how we relate to it. [Read More](https://www.adsoftheworld.com/campaigns/money-relationships) Play ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Worldviews **Tags:** Burger King, china mobile, nedbank **Sections:** Entertainment, Trending --- ### [Boomshot's Meredith Weiss Sees a Certain Wisdom in the Bygone 2-Martini Lunch](https://musebyclios.com/2-minutes-with/boomshots-meredith-weiss-sees-a-certain-wisdom-in-the-bygone-2-martini-lunch/) **Published:** August 25, 2026 **Author:** Shahnaz Mahmud **Content:** “We have forgotten how to connect,” says [Meredith](https://www.linkedin.com/in/weissm13/), principal of Boomshot, a woman-owned creative content company in New York working across sports and entertainment. “The in-person piece that allowed us to create our business has drifted away.” She references the *Mad Men* era’s 2-martini lunches, and argues: “You had real relationships then.” “Even the way people put their ‘best foot forward’ is different now, too,” says Meredith. “You jump on a Zoom and you look at your digital presentation. In years prior, there was an intention that went into putting the glue stick on the board, putting that board in a big bag, then taking it on a plane to fly across the country for a meeting. That intention and human touch often seem lost.” ​Prior to taking sole ownership of Boomshot in 2026, she spent years on the brand side at Discovery, HBO and ESPN—leading marketing for the college sports portfolio—before crossing into agency leadership, partnering with some of the most respected names in sports and lifestyle. At Boomshot, Meredith’s belief is simple: brands don’t want to hand a project down a chain of vendors—they want the simplicity and collaboration of one creative partner who knows their story. That approach has produced work for NASCAR, Prime, Fox, the SEC Network, the USTA and FanDuel. Her leadership is strategic and people-first, built on clear communication and the kind of long-term relationships she’s valued since her days as a student-athlete. We spent a few minutes with Meredith to learn more about her background, inspirations and on how sports unites people despite glaring differences. ### Was there an “a-ha” moment in your life that made you realize what you wanted to do? There was not, but I got my first job as an agency associate account executive just three weeks out of college—I wasn’t even unpacked yet. This happened during a time when the job market was horrible, so if you got an offer, you took it. So I packed up and moved to New York, but the housing market was also bad, and I ended up living in Hoboken with a random roommate and commuted into the city every day. It was a little scary, and I didn’t know anyone, but I was like “let’s see what happens!” And the rest is history. ### What’s a project you are proud of? I’m very proud of our work with [USTA](https://en.wikipedia.org/wiki/United_States_Tennis_Association) and [“Dear Serena,”](https://www.youtube.com/watch?v=n72nYgCiACI) which was the celebration of her retirement (which now seems funny since she just came out of retirement). We have a long-standing relationship with [NASCAR](https://en.wikipedia.org/wiki/NASCAR), and [our work](https://www.witnessme.com/news/77-ventures-and-boomshot-partner-with-nascar-on-75th-anniversary-campaign-) for their 75th anniversary was great. And there’s our [Prime Sports](https://www.primesportsmw.com/?srsltid=AfmBOoqnbOD5_uBQLvkYs3khP2Yle_sHEDGWRw1mWqsv4EzAZnh0L3Lz) [work](https://shots.net/news/view/prime-sports-and-shaboozey-team-up-for-thursday-night-football) for [Thursday Night Football](https://en.wikipedia.org/wiki/Thursday_Night_Football). They’re all examples of work I’m really proud of, but they’re also relationships I’m really proud of. Play ### What’s your secret productivity habit? Lists, getting up really early—and did I say lists? I wake up at 5 a.m. An early start allows me to work out and have some peace before the day starts. ### What’s a source of inspiration you return to constantly? My family, they ground me. My husband and my two children are my rock. They’re both off to college in three weeks. ### Name the last great book/article/video you consumed. I love [*Vanity Fair*](https://en.wikipedia.org/wiki/Vanity_Fair_(magazine)). I read it like a book. It makes me sad to see how thin it’s getting. And yes, I still read the actual magazine. I don’t like to read it on a screen. I started reading the magazine when I first moved to New York. In my mind, it’s an institution of culture, fashion and all things life. ### Which presentation, planning or creative tool should more people know? Have you heard of an in-person meeting? I know very few of us want to work in an office five days a week. But if you want to have a real conversation with someone, pick up the phone or have a real meeting. It’s amazing what occurs when you get in a room with people. ### What was a “peak” sports moment you experienced as a kid or adult? Crossing the finish line at the [New York City Marathon](https://en.wikipedia.org/wiki/New_York_City_Marathon). And knowing I had qualified for the [Boston Marathon](https://en.wikipedia.org/wiki/Boston_Marathon). ### Who are the athletes changing the trajectory of life after playing professional sports? [Billie Jean King](https://en.wikipedia.org/wiki/Billie_Jean_King). She’s pretty epic in what she’s done post her sports career. ### What can sports do that nothing else can? It creates a different language. You can disagree with someone politically and have such strong adversarial principles in your values and in life, and you can still root for the same team. Or, you can root for different teams, and it doesn’t have that negativity that’s so present in our lives right now. Sports is that one thing that’s an ultimate neutral. Prime example: the [World Cup](https://en.wikipedia.org/wiki/FIFA_World_Cup). Everyone was excited for it to arrive. The United States has incredible political differences with some of the countries that had teams in the tournament. But that disappeared when watching the games—just the excitement of the tournament remained. . ### You’ve got 2 minutes with the industry … What’s your hot take? We have forgotten how to connect. At the risk of repeating myself, the in-person piece that allowed us to create our business has drifted away. People don’t return emails, or they say they’re too busy, but no one talks on the phone anymore either. We joke about the *Mad Men* era and the 2-martini lunches. But you had real relationships then. And unless you work in a way that’s very different from how much of business is conducted today, you don’t have those kinds of relationships. It’s sad. That intention and human touch often seem lost. Do we need 2-martini lunches again? Probably not. But we need to get back to basics. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:amy.corr@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With **Tags:** Boomshot **Sections:** Community Voices --- ### [Brief Encounter: NFLers Prowl the Catwalk for Tommy John](https://musebyclios.com/sports/brief-encounter-nflers-prowl-the-catwalk-for-tommy-john/) **Published:** August 20, 2026 **Author:** David Gianatasio **Content:** *Strut one! Strut two!* NFL offensive linemen Landon Dickerson, Ted Karras and Tristan Wirfs strip down to their Tommy John underpants for a high-fashion runway spoof developed by the brand’s in-house team and director Colton Underwood (a former pro player in his own right). “The idea started with the insight that the best support is often the part you don’t see,” Fawad Khan, TJ’s VP of brand and creative, tells Muse. “Offensive linemen are the foundation of every successful football team—they do the work that allows everyone else to shine, yet they’re rarely the ones in the spotlight.” “That felt like a natural parallel to Tommy John. Great underwear works the same way: It’s your foundation. When you feel supported and comfortable, you move through your day with more confidence. Putting offensive linemen on a runway flipped expectations in a fun, unexpected way.” Now, gentlemen, *work it*: “It’s aimed at people who value comfort, quality and products that help them move through their day with ease,” Khan says. “While the creative uses football as the storytelling vehicle, the message is universal. When you have the right foundation, you can focus less on distractions and more on what’s in front of you.” Oh, and Marshmallow, the horse from [Beyoncé’s 2024 NFL Christmas Day halftime show](https://en.wikipedia.org/wiki/Beyonc%C3%A9_2024_NFL_Halftime_Show), cameos below: “I was in L.A. for the shoot. I shared the shuttle to set with Tristan, Ted and Colton from our hotel,” Khan recalls. “These guys towered over me. But when they spoke, they were such gentle giants. Zero ego, quite humbled to be on-set, and totally excited to do this.” We’re sure Tom Brady’s exactly the same way. Burn! “They asked me questions about the history of the brand—the insight behind the campaign concept and how this will come to life. Tristan asked me straight up how to model. I sensed he was a bit giddy but also maybe nervous. Once he got on-set, he nailed it.” Indeed, his split was pretty epic, and the Philadelphia Eagle actually suggested the move on set. “He asked if we wanted to see it,” Khan says. “We said, ‘Show us at the end of your walk,’ and that’s how we got the take with him flexing his leg straight up in the air. It was completely unplanned.” “Ted went next, and one-upped him with his pecs bouncing, plus the wink.” “After that, Tristan did his runway walk and landed a perfectly balanced yoga pose. Crazy to think all these impromptu bits actually made it into the 30-second spot.” New York Giant Shelby Harris joins the roster for a series of campaign stills: ![](https://cdn.musebyclios.com/wp-content/uploads/2026/08/20085128/SHELBY.jpeg)**Related:** *[Bad Bunny Brings the Heat to Hype Calvin Klein Underwear](https://musebyclios.com/music/briefly-noted-bad-bunny-hypes-calvin-klein/)* **CREDITS** Director: Colton Underwood Producer: Aaron Huisman Producer: Justin Nanfelt Producer/1st AD: Jessa Zarubica DP: Justin Jones 1st AC: Aric Abraham Stylist: Kristie Harrison HMU: Michaeline Becker Editor: Adrian Hielema Color: David Azer Production/Post: Anaheim Studios Photographer: Kyle John VP, Brand Creative: Fawad Khan ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Sports **Tags:** NFL, tommy john **Sections:** Entertainment, Trending --- ### [PepsiCo Personifies PopCorners in Wild Ads for the Mexican Market](https://musebyclios.com/advertising/pepsico-personifies-popcorners-in-wild-ads-for-the-mexican-market/) **Published:** August 20, 2026 **Author:** Shahnaz Mahmud **Content:** [PepsiCo ](https://en.wikipedia.org/wiki/PepsiCo)just launched PopCorners in Mexico with a campaign that humorously sends up blockbuster movies. The brand emphasizes its triangle shape and the work, developed with Zurda Mexico, which rocks a cinematic feel, promising, “A Giant Leap for Popcorn.” The spot transports audiences through the ages. We visit the caveman era, ancient Egypt and watch astronauts orbiting in space. Each sequence depicts [PopCorners personified](https://musebyclios.com/worldviews/humans-dress-like-popcorners-and-romp-through-the-ages/)—even Cleopatra appears as one of the tasty snacks. Play “At its core, advertising should be entertainment. And let’s be honest: the industry desperately needs more fun and lightness right now,” says Jorge Cordero, creative director at Zurda. “PopCorners was practically begging for an irreverent, entertaining approach.” Adds Rubén Cabezas, also an agency CD: “The product itself represents an evolutionary leap in snacking, so we decided to take that idea literally. We personified the popcorn kernel and built the narrative around its epic journey, leading to our core concept: *‘A giant leap for popcorn.’* When you have a product this good, you just step back, bring back the fun and let storytelling do the work.” PepsiCo strove to create advertising that was locally and culturally relevant to outpace a highly competitive snack category. There was a need to go beyond building awareness, according to Juan Cuevas, marketing director for PopCorners Mexico. “Ultimately, we sought to transform a unique product proposition into a brand platform with the potential to grow and endure over time,” says Romina Levi, managing director at the agency. The creative leverages popcorn’s standing as a staple of the movie-going experience. “To give *‘A giant leap for popcorn’* the blockbuster treatment it deserved, we leaned into big cinematic codes (most notably using the actual legendary score from *2001: A Space Odyssey*),” says Cordero. Time travel allowed for the scope to blend major moments in history. “The epic cinematic tone, paired with absurd visual humor, made the evolution of a simple snack feel like a historic motion-picture event,” adds Cabezas. In crafting the creative, the challenge became balancing the epic scope of visual storytelling with product clarity, ensuring it remains “the undisputed hero—without losing the comedic timing,” Cordero also says. The campaign will run across digital and OOH, and focuses on connecting target consumers in relevant contexts. Cuevas adds the campaign has the flexibility to tailor messaging across channels, audiences and moments, “while keeping a consistent brand idea at the core.” **Related:** *[Purple Reign: Roku City Opens Its Gates for TV and Movie Send-Ups](https://musebyclios.com/film-tv/purple-reign-roku-city-opens-its-gates-to-parody-entertainment-tropes/)* **CREDITS** Agency: Zurda Mexico Client: PopCorners, PepsiCo Campaign: “A Giant Leap for Popcorn” CEO & Founder: Denise Orman CCO & Founder: Diego Gueler Montero Managing Director Mexico: Romina Levi Executive Creative & Strategy Director: Joy Giangualano Strategy Lead: Jose Miguel Reynosa Creative Directors: Rubén Cabezas, Jorge Cordero Creative Team: Angie Ayala, Leo Torres, Maf Gonzalez Figueroa, Tom Bejarano Business Director: Arantxa Ruiz Torres Business Manager: Ana Arbesú Head of Production & Content: Lucila Peydro Production Manager: Liliana Moreno Production Company: WeMonsters ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** Advertising **Tags:** popcorners **Sections:** Trending --- ### [To Score a Doc Exploring Wire Car Racing, Pressure Cooker Studios Built Instruments From Scrap](https://musebyclios.com/musings/to-score-a-grand-prix-for-wire-cars-pressure-cooker-studios-built-instruments-from-scrap/) **Published:** August 21, 2026 **Author:** David Gianatasio **Content:** As a composer, I don’t think in terms of good or bad sound. It’s more about how emotive something is, and whether it feels right for the project. A recent example is *The Philipstown WireCar Grand Prix* documentary, which tells the story of the world’s only wire car grand prix. During the annual event, children race homemade vehicles built from scrap metal for 3 kilometers through the dusty streets of this remote Karoo town in South Africa’s Northern Cape. When they race, the kids don’t see themselves pushing mere cars made out of wire; they imagine themselves as real drivers behind the wheel of real cars. To capture the world as the children see it, director Paul Ward combined GPS race tracking with a digital twin of Philipstown to recreate every moment of the race in CGI. Formula 1’s official commentator, Alex Jacques, called the action as if it were a professional grand prix. So, we needed a soundscape that lived in both worlds, one that reflected the texture of the town and the race, but also worked with the CGI imagery that illustrated the children’s dreams. That fitted perfectly into our ongoing exploration of “future cinematic sound,” blending African musicality into contemporary cinematic scoring to create something that feels both rooted and new. When Giant Films and Accenture Song approached us to score the documentary, we started by listening to the unique sounds and rhythms these cars make as they race. Inspired by Philipstown and its handmade wire cars, we then built our own instruments from wire, scrap metal and found materials. Play ‘Behind the Sound’ | The Philipstown WireCar Grand PrixThese included a traditional San musical bow recreated from tin cans and wire, as well as an instrument made by stretching wire across a massive sheet of metal, which we played with a bow. The sound of these bespoke instruments was deliberately raw. They’re imperfect and unpredictable, just like the cars, and just like us. But one element was missing. The score needed a human engine, and there’s nothing that connects you to that sense of humanity better than a voice. We found ours in Muneyi, who comes from a small village called Tshilapfene. We had other options, but when he spoke about Philipstown, it was like he was speaking about home. That comes through in his lyrics and performances. His voice grounded everything and tied it together. As humans, our flaws and imperfections are what make us interesting and unique. We tried to keep that in mind while scoring *The Philipstown WireCar Grand Prix*. We have access to almost any instrument within our software, all perfectly recorded. So we could have used cleaner sounds. But I’m glad we didn’t. By building and recording our own instruments, with their built-in buzz and unusual resonances, we created a sonic world that feels specific to this documentary. As soon as you hear this score, you know it’s *The Philipstown WireCar Grand Prix*. Now streaming on [Prime Video](https://www.primevideo.com/detail/0O8Z8NRXM1V4G7RFTZJXOFN6NU), the doc won the documentary storytelling category at the Webby Awards, as well as a Tribeca X Impact award and more than 20 other prizes. [Listen to the soundtrack on Spotify](). ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings **Tags:** pressure cooker studios **Sections:** Community Voices, Entertainment --- ### [Netflix's 'The Last House' Places First Among the Week's Best Ads](https://musebyclios.com/advertising/netflixs-the-last-house-places-first-among-the-weeks-best-ads/) **Published:** August 20, 2026 **Author:** David Gianatasio **Content:** Behold our Top 5 ads of the week, as ranked by the Clios’ staff… ### Bestie: Netflix Built a House on a Sunset Blvd. Billboard, and It’s Kinda Genius This impressive OOH activation fused the world of Netflix chiller *The Last House* with real life. Some dude lived in a faux suburban dwelling atop an L.A. billboard for days, interacting with folks below. Copious coverage ensued, boosting the film’s profile nationwide. [Read More](https://musebyclios.com/musings/netflix-built-a-house-on-top-of-a-billboard-on-sunset-blvd-and-its-kinda-genius/) > [View this post on Instagram](https://www.instagram.com/reel/Dbwk9QpB35M/?utm_source=ig_embed&utm_campaign=loading)[A post shared by Places Los Angeles (@placeslosangeles)](https://www.instagram.com/reel/Dbwk9QpB35M/?utm_source=ig_embed&utm_campaign=loading) ### 2. TIE – Boy Throb Sings Out for Safe Water in Boppin’ PSA “You’d be shocked if you knew what pennies still do. How a whole lot of Lincolns can get people drinkin’ that fresh water, clean water. Don’t waste that sweet copper.” Um, OK. The boy band du jour makes its pitch dressed as dancing Abe Lincolns. Tuneful absurdity from Fire Kite. [Read More](https://musebyclios.com/music/boy-throb-sings-out-for-safe-water-in-boppin-psa/) ### 2. TIE – Director Henry DaCosta Inspires Americans to Volunteer and Help Immigrants Become Citizens DaCosta strips away the artifice of Americana in this highly personal meditation created for the Citizen Guide initiative from nonprofit Welcome.US. Past and present intertwine as our hero faces a test to determine his future. [Read More](https://musebyclios.com/musings/director-henry-dacosta-inspires-americans-to-volunteer-and-help-immigrants-become-citizens/) ### 3. TIE – Crocs Hatches a Kooky Crocodile as Its First Brand Mascot Mascots are hot, so Crocs has one now. His name’s Niles, and he’s all about cuddles and resin footwear. No AI, just an actor in a green suit popping out of a ginormous egg. Cute and a tad obnoxious. From Callen and director Sara Shelton. [Read More](https://musebyclios.com/advertising/crocs-hatches-a-kooky-crocodile-as-its-first-brand-mascot/) > [View this post on Instagram](https://www.instagram.com/reel/Db-y66uxDHq/?utm_source=ig_embed&utm_campaign=loading)[A post shared by Crocs Shoes (@crocs)](https://www.instagram.com/reel/Db-y66uxDHq/?utm_source=ig_embed&utm_campaign=loading) ### 3. TIE – Four Walls Asks, ‘It’s 10 P.M. Do You Know Where Your Friends Are?’ The whiskey brand founded by Rob McElhenney, Charlie Day and Glenn Howerton has been tweaking old PSAs lately. Here, it spoofs the classic “It’s 10 P.M.” trope with digital signs around NYC encouraging folks to socialize (in bars, natch). [Read More](https://musebyclios.com/film-tv/winking-at-famous-psas-four-walls-asks-its-10-p-m-do-you-know-where-your-friends-are/) ![Neon poster showing 'IT'S 10PM' in red and 'DO YOU KNOW WHERE YOUR FRIENDS ARE?' in blue, with a red QR code on dark background.](https://cdn.musebyclios.com/wp-content/uploads/2026/08/18173039/10-576x1024.jpg) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** charity water, Crocs, Four Walls, Netflix, welcome.us **Sections:** Entertainment, Trending --- ### [Why BarkleyOKRP Chicago's Matt McNulty Believes in DIY Creativity](https://musebyclios.com/2-minutes-with/why-barkleyokrp-chicagos-matt-mcnulty-believes-in-diy-creativity/) **Published:** August 22, 2026 **Author:** Shahnaz Mahmud **Content:** [Matt](https://www.linkedin.com/in/matt-mcnulty-27903396/), ECD of BarkleyOKRP Chicago, spends virtually every morning shooting photos with his camera. The allotted time provides a constant source of inspiration and allows him to get out of his head. Beyond that, he appreciates creative folks who DIY stuff, from dedicated basement musicians to ardent YouTubers. “Seeing folks make things on their own or with their friends “really gasses me up and brings me back to the mindset that got me into advertising in the first place,” Matt says. He leads the agency’s Chicago creative team alongside Ben Pfutzenreuter. Since starting his career as a junior art director in Milwaukee, Matt has built a reputation for creating culture-shaping work that blends creativity, humor and business impact. Over the course of his career, he has helped develop some of advertising’s most recognizable and enduring campaigns, including Progressive’s beloved “Dr. Rick,” Samuel Adams’ “Your Cousin From Boston” and Burger King’s “You Rule.” His work has also appeared on some of the industry’s biggest stages, from the Super Bowl and the Grammy Awards to the Macy’s Thanksgiving Day Parade, for brands including Pepsi, Doritos and Xfinity. We spent a few minutes with Matt to learn more about his background, inspirations and on supporting and celebrating fellow creatives. ### What would you tell your younger self if they could see you now? # Don’t let the wins or the losses weigh too heavily on you. Neither are as big as they seem. ### Finish this sentence: When I am in a creative rut, I \_\_\_\_\_\_\_. Go for a photo walk with my family or my dog and try to see things I haven’t noticed before. The slower the walk, the better. ### What’s a belief about creativity you’ve changed your mind about? When I was younger, I believed the stories our industry tells about being creative. That it’s mystical and fragile, and as a result I needed to be treated like a special flower. In reality, the best creatives I know are all super collaborative and willing to just put in the work. I now find that it’s much more about work ethic and attitude than anything else. ### What’s a source of inspiration you return to constantly? Street photography. I try to shoot every morning to get out of my head. But beyond that, folks who DIY stuff. People putting out music from their basement, or making beautiful short films on YouTube. In advertising, it’s easy to trick yourself into thinking impressive or important things can only be made with a lot of mone. ### Name a non-advertising industry you learn from? The obvious ones of course, film-making, photography, the arts. But beyond that, there’s so much to learn from everyone. Any client we have ever served—I take something from their industries. Any job a friend or a loved one does, same thing. Right now, they are constructing a new building across the street from our office and I find myself watching the crew all the time. They are super efficient and move in total alignment. Really cool to watch. It’s really sobering when you watch a construction crew build several floors of a building in the time we build a deck. ### What’s the best podcast for smarter thinking? Smarter? I don’t know. I like [*Comedy Bang Bang*](https://comedybangbangworld.com/), to get silly and in an improv state of mind. [*Working It Out*](https://podcasts.apple.com/us/podcast/mike-birbiglias-working-it-out/id1515419751) inspires my joke writing. I like *[Blank Check](https://www.blankcheckpod.com/)* for film criticism and [*Into the Aether* ](https://intothecast.online/)to hear about what’s new in video games. ### Tell us about a recent project you’re proud of. Our new work with[ Burger King: “There’s a New King, and It’s You.”](https://www.youtube.com/watch?v=tDZ6LzqDNZQ) It’s so much more than a marketing campaign—it’s a full brand commitment. It’s impressive to see how far they are willing to go for what they believe in. ### What’s overrated in marketing right now? I’ll answer this one by sharing one of my favorite pieces of writing from the last year or so: the [D&AD](https://en.wikipedia.org/wiki/Design_and_Art_Direction) manifesto created by [Uncommon Creative Studio](https://www.uncommon.studio/words/uncommon-and-d-ad-issue-rallying-cry-to-revive-creativity): “It was every person who wrote thought pieces instead of thinking.” ### Your main strength as a creative person? I know what I think very quickly and I am able to articulate it simply. ### You’ve got 2 minutes with the industry… What’s your hot take? Support and celebrate each other. It’s a miracle to make things. It is good for all of us when any agency does well, when any brand takes a creative chance. Gas people up. Cheer people on. Use your energy to teach and lead, not to stomp and yell. Also, go outside. It’s still nice out. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:amy.corr@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With **Tags:** BarkleyOKRP **Sections:** Community Voices --- ### [Laugh Your Ads Off Workshops Entertain and Educate in the Name of Good Humor](https://musebyclios.com/advertising/laugh-your-ads-off-workshops-entertain-and-educate-in-the-name-of-good-humor/) **Published:** August 20, 2026 **Author:** Christine Champagne **Content:** What do you get when you combine professional stand-up comedians and ad pros? Uh… I’d love to hit you with a brilliant punchline here, but I don’t have one. Maybe I would have a good zinger, though, if I had attended a [Laugh Your Ads Off](https://laughyouradsoff.org/ "Laugh Your Ads Off") workshop. Launched in Los Angeles in 2024, LYAO events feature stand-up comedians and ad pros with serious comedy chops to—as the pitch goes on the org’s website—“figure out how humor actually works and how to use it to make funnier, better, less soul-sucking work.” LYAO has presented nine events so far in cities including New York, Boston, Atlanta and Seattle, partnering with local agencies in each city like Mother L.A. and Arnold Worldwide. The next workshop will be held at [Preacher](https://preacher.co/ "Preacher") in Austin on Sept. 17. Comedian/artist [Ramin Nazer](https://raminnazer.com/ "Ramin Nazer"), the author of several books and the host of the [Rainbow Brainskull](https://open.spotify.com/show/1FNtFRsxcuFGX74r86ZmCZ) art podcast, is the featured speaker. [Brian Simpson](https://www.briansimpsoncomedy.com/ "Brian Simpson"), a stand-up who regularly gigs at the Comedy Store in L.A. and Austin’s Comedy Mothership, is the headliner. [Tickets are on sale now](https://www.eventbrite.com/e/laugh-your-ads-off-austin-tickets-1998163563006 "Tickets are on sale now"). Four advertising creatives are behind LYAO: Yuriy Mikhalevskiy, CD at Crunchyroll; David Roth, CD at Argonaut; Josh D. Weiss, ACD at Walmart; and Stephen Reidmiller, a freelance CD. Here, the foursome share their theories on why consumers respond to humorous ads and reveal their favorite funny spots of all-time: **MUSE: How has the advertising community responded to LYAO?** Stephen Reidmiller: I’m constantly blown away not just by who shows up, but the dozens of industry leaders who have agreed to do keynotes and be part of our panels. To have industry icons like Gerry Graf and Greg Hahn willing to take part feels like we are getting away with something. David Roth: We’ve sold out shows in New York, L.A., Atlanta, Boston and Seattle. We love the community building aspect of LYAO, and it’s been great to meet so many talented creatives and comedians across the country. We’ve gotten a lot of feedback from people saying they laughed and they learned something, which is the entirety of our ambition. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/08/11104120/241121_JDW_LYAO-Session3_0173.jpg)**What’s a typical LYAO event like?** Yuriy Mikhalevskiy: It’s really three parts. Entertainment—usually stand-up. Education—a keynote speaker. And discussion—a panel of successful advertisers and clients. Stand-up instantly sets the mood and breaks the frigid ice of most professional events. When you’re laughing at dick jokes with your boss, it sets a different tone. **What can attendees of the September 17 show in Austin expect?** Stephen Reidmiller: Besides a fun time? We won’t spoil the lineup yet, partially cause we’re still filling it. But for me, it’s a bit of a homecoming. Both David and I started our advertising careers at [Texas Creative](https://texascreative.com/). Regardless of the final headliners and guest speakers, it’s an opportunity to meet the actual people who make this industry special. For me, that’s as important as the names on the stage. I always come away from these nights more energized about our industry. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/08/11104312/241121_JDW_LYAO-Session3_0178-1.jpg)**Why do consumers respond to humorous advertising?** David Roth: When you see a brand out in the world, it’s hard not to be a little skeptical or cynical about what they tell you and sell you. Often, a comedic approach revealing a shared sensibility is the fastest and most effective way to build a rapport with your audience. Yuriy Mikhalevskiy: Because we know you’re just trying to sell me your product or service. Stop trying to inspire me when I know you exist to make money. But if you make me laugh, at least I know you care about making me happy. **What’s the funniest commercial you’ve seen recently?** Josh D. Weiss: More campaigns than individual spots, but I love the work for [ZocDoc](https://www.youtube.com/watch?v=5xr3T6jUzTE) and [Dr. Rick from Progressive](https://musebyclios.com/advertising/progressives-dr-rick-wants-to-save-us-all-from-the-parent-trap/ "Dr. Rick from Progressive"). Shout out to Arnold, our Boston host. Stephen Reidmiller: [“Ride the ‘Dente’ ”](https://www.youtube.com/watch?v=xXPuHepg3WU "“Ride the 'Dente”") lives rent-free in my mind. And whatever Andy Pearson and the [Liquid Death ](https://musebyclios.com/music/liquid-death-and-garage-beer-made-a-pee-musical-so-youre-in-for-a-treat/)crew are cooking up. **What’s the funniest commercial of all time in your opinion?** Josh D. Weiss: [Aaron Burr ](https://www.youtube.com/watch?v=0Gkqzxss8Ss)from Goodby Silverstein & Partners. It was the first commercial I actually remember while growing up. It still holds up today. It also inadvertently started my admiration for Chuck McBride whose reel is a highlight reel of my favorite ads. David Roth: Wendy’s [“Soviet Fashion Show” ](https://www.youtube.com/watch?v=FpypTXccG2I)from 1985. Completely insane and hilarious, and a somewhat painful reminder how funny advertising can be. Very little of today’s work comes close. Yuriy Mikhalevskiy: The “Aaron Burr” Got Milk? ad was when I fell in love with both advertising and American culture. I didn’t see things like that growing up in the Soviet Union. Stephen Reidmiller: [I just shipped my pants](https://www.youtube.com/watch?v=2xwUuSM06xQ), and it’s very convenient. **What kind of humor best works in a :30 ad?** Josh D. Weiss: I think there’s something valuable in visually-driven comedy because it can work across any market, and it really forces the creatives to think about universal human truths as opposed to something that may be language specific. But maybe I’m just saying that because I’m an art director. Stephen Reidmiller: The trap of the :30 is spending too much time building to your first funny beat. People have dooms to scroll. They aren’t waiting around. The best comedy feels like a 10 out of 10 right out the gate, yet somehow escalates all the way to the end. I’d rather repeat the gag three times than wait for one. **What brands are doing humor the best on social these days?** Yuriy Mikhalevskiy: Liquid Death is the most basic answer, and it is also the right answer. Did we mention Andy \[Pearson, Liquid Death VP of creative\] is our favorite keynote speaker? Josh D. Weiss: Seconding Yuriy, it’s hard to go viral, but Liquid Death is able to do it repeatedly. So, it seems like they are doing something right. And Andy is just a genuinely funny person himself. So, it’s not surprising that him and his team are killing it. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/08/11104348/LA-Mother-RaminNazer-2.jpg)Photo Credit: Eduardo Figueroa**What have you learned about humor in advertising from putting together the LYAO events?** David Roth: Many people can make funny work, but selling it often involves a very trusting relationship between a client and the creatives. Andy Pearson also has an insightful perspective about treating a brand as a character. That can make it a lot easier to write to, and it also can make the work more layered. Stephen Reidmiller: Smart sells stupid. From Mischief to Party Land, the funniest people in our industry are constantly crediting their strategy and development teams for setting them up for the alley-oop. **How can agencies create an environment that fosters the creation of humorous work?** Yuriy Mikhalevskiy: Simplify the approval process as much as possible. The more tests a joke has to pass, the more chances it has to die. Also, educate everyone on basic joke structure so they stop repeating things like “more clever than slapstick.” Stephen Reidmiller: Don’t be afraid to think small. Comedy doesn’t need a multi-million dollar budget or The Rock to deliver laughs. Like a good stand-up routine, not every joke is going to land. Less money means more chances, and if you’re lucky, less shareholders. Comedy dies with compromise. ![author avatar](https://secure.gravatar.com/avatar/bca57dd4723116a5018776272ebed389875689a3404acf351677240c4d746cec?s=300&d=mm&r=g) Christine Champagne [See Full Bio](https://musebyclios.com/author/christine-champagne/) [ ](https://musebyclios.com/author/christine-champagne/) **Categories:** Advertising **Tags:** laugh your ads off **Sections:** Entertainment, Trending --- ### [Boy Throb Sings Out for Safe Water in Boppin' PSA](https://musebyclios.com/music/boy-throb-sings-out-for-safe-water-in-boppin-psa/) **Published:** August 17, 2026 **Author:** David Gianatasio **Content:** What’s the best way to reach Gen Z on a pressing social issue? Try dressing the world’s hottest boy band like Abe Lincoln. Never fails. Honest. Boy Throb headlines the self-consciously goofy PSA below. At one point, they don stove-pipe hats and fake beards while busting furious moves. Dudes croon about the need for safe drinking water and praise pennies—which of course bear the face of our 16th president. Their pitch: through Aug. 23, fans sharing photos of 1 cent pieces on IG or Facebook tagged [@charitywater](https://www.charitywater.org/)—the nonprofit behind the push—will generate $40 per post from private patrons. “They occasionally get donors who want to give a single large sum, and those are usually deployed as a match, which is very common in the charity space,” explains Alex Goulart, ECD/founder of Fire Kite, which helped develop the campaign. “In this case, the goal is reach and awareness, not fundraising.” Justin Cipriani directed the clip, which boasts an earworm from songwriter Maria Christensen. *“You’d be shocked if you knew what pennies still do, How a whole lot of Lincolns can get people drinkin’ That fresh water, clean water— Don’t waste that sweet copper.”* The work leverages news of the [coin’s retirement ](https://home.treasury.gov/news/featured-stories/penny-production-cessation-faqs)and defies category tropes by trading guilt and stark imagery for upbeat entertainment. That approach should stand out, especially for a young audience vibing on Boy Throb mania. It taps into highly-publicized [efforts to procure a visa ](https://www.npr.org/2026/08/07/nx-s1-5844986/the-boy-band-thats-pushing-the-boundaries-of-immigration-law)for band member Darshan so he can perform in the U.S. That quest, which succeeded, gave the group a big visibility boost. The amusing clip almost feels more like a straight-up music video than a charity appeal. So: Winner. Here, Goulart and Charity Water associate director of content Morgan Koetting put Muse in the know: ### How did Boy Throb get involved? Morgan Koetting: Boy Throb genuinely cares about ending the water crisis. Boy Throb’s fans showed up to help get Darshan his visa. They made noise, they shared and they pushed until something changed. That community-driven energy is exactly what the water crisis needs. If the Throb Mob can move a government, they can move a generation. ### So, you’re targeting their fans? Gen-Z? Morgan Koetting: Boy Throb’s fanbase is Gen-Z and millennials who are highly social, highly participatory and actively looking for ways to use their platforms for good. When they see their favorite band show up for something real, they show up too. Part of what drew Boy Throb to charity: water was our 100 percent Model. We promise and prove every public donation goes directly to support clean, safe drinking water…down to the last penny. So, when the penny went into retirement, giving it one final mission just made sense. In the music video, Boy Throb challenges everyone to post a photo of the penny and tag us. It turns every person who participates into an ambassador for the water crisis. ### Looks like everyone had fun at the shoot. Alex Goulart: When we finally got a full greenlight to move forward from clients and Boy Throb, we had 10 days to shoot. Our producer Charlie Colombo and the production company Gear Seven worked absolute magic to pull it together. Many people went far and beyond to make this happen at breakneck speed, for an extremely limited budget. We built the “moody room” you see in the beginning of the video the day before the shoot, and brought in a water floor to dial up the water vibes. ### I like the lighthearted vibe vs. preachiness … discuss. Morgan Koetting: We’ve always believed in hope over guilt. The water crisis is real and urgent, but we’re not here to make people feel bad about turning on their tap. We’re here to make them believe they can actually do something about the people who can’t. Boy Throb’s whole story is about refusing to accept “no” \[during the visa fight\]. And we refuse to accept living in a world where not everyone has access to clean and safe water. Alex Goulart: When it comes to a brief that can help people get clean water and ultimately save lives, more of the same cliché charity advertising is downright irresponsible. So in answering the brief, we took the creative in a tonal direction intended to entertain people instead of shaming them. ### The Abe Lincoln dance was especially amusing. Alex Goulart: Glenn Packard, former choreographer for NSYNC and Michael Jackson, came down with two of his students to teach Boy Throb their parts. Because they were so good, we decided to add all three of them as Abe Lincoln backup dancers, two days before the shoot. ![Close-up of a copper penny featuring Lincoln's profile, 2006, with 'In God We Trust' and 'Liberty' visible; blurred figures in pink shirts in the background.](https://cdn.musebyclios.com/wp-content/uploads/2026/08/14095656/throb-3.jpg)**Related:** [*Related: K-Pop Royalty S.Coups and Mingyu Stay NÜTRL*]() ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Music **Tags:** boy throb, Fire Kite **Sections:** Entertainment, Trending --- ### [Director Henry DaCosta Inspires Americans to Volunteer and Help Immigrants Become Citizens](https://musebyclios.com/musings/director-henry-dacosta-inspires-americans-to-volunteer-and-help-immigrants-become-citizens/) **Published:** August 19, 2026 **Author:** David Gianatasio **Content:** This year, I turned the same age my father was when he immigrated to America. In a way, this project found me at the perfect moment. I’d already been thinking about what it must have felt like for him to move across the world, into an unfamiliar culture, to a place where he didn’t know anyone. The goal of “Earned It”—for the [Citizen Guide](https://welcome.us/citizenship) initiative from nonprofit [Welcome.US](https://welcome.us/)—wasn’t to make a film for immigrants themselves. It was to inspire Americans to volunteer and help someone through the final steps of their own U.S. citizenship journey. In many ways, the film asks people to step into the headspace I’d already found myself in this year, to imagine what it feels like to arrive in a new country without a community, and to recognize how much one person can change another’s life. I like to set a few creative “anchors” at the start of every project, to keep the film on course as it comes to life. Our first anchor was to shoot somewhere outside a major production hub. From the start, we knew the location needed to feel like a character in the story. Something distinctly American, without tipping into the obvious or commercial. Working with the producers at Strike Anywhere, we found that balance in Bozeman, Montana: the landscape and sense of place we wanted, paired with a terrific local crew and talent base. Our second anchor was shooting on film. Admittedly, not the easiest choice, especially paired with rule No. 1. Shooting outside a major hub meant no easy way to get more film if we ran short. But for all of us, the risk felt worth it. Working with our DP, Gabriel Connelly, we wanted to shed some of the subconscious cues of a traditional commercial in favor of something more narrative. Something character-led rather than style-heavy, with the friendship between our two leads as the heart of the story. That’s why we chose 35mm. For the flashbacks, we pushed the film two stops in development, pulling out more texture and grain to give those memories a dreamlike, nostalgic quality. The idea of cutting between past and present came from the incredible creative team at Welcome.US. I wanted to push that structure further by loosening the script and letting the edit drift more freely through the characters’ memories. Helping the world feel fuller by including the small, seemingly insignificant life moments between the main scenes that make a world feel real. Shooting on film also let us build some of those memory transitions in camera. We used a time-shift box for streaking effects and a manual control box for a hand-crank camera feel. It was a way to introduce style without losing the organic quality of the footage. Because the effects were created in camera rather than added digitally, they felt tactile and connected to the world of the story. The last piece that tied everything together was the music, often the hardest part of any commercial, and this one was especially tricky. A purely upbeat track would have made the journey feel too easy, falling into the familiar commercial cliché where life is simpler than it really is. But we also didn’t want anything too somber, or anything that framed immigration as evil. Emile Mosseri and Julianna Barwick’s music gave us exactly what we’d been looking for. The best way I can describe it is that the track carries an emotional weight that makes the journey feel earned. There’s struggle in it, but also warmth, hope—and eventually, release. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings **Tags:** Strike Anywhere **Sections:** Entertainment, Trending --- ### [Men Without Hats Celebrate '80s Nostalgia on the 'Totally Tubular Tour'](https://musebyclios.com/music/men-without-hats-celebrate-80s-nostalgia-on-the-totally-tubular-tour/) **Published:** August 10, 2026 **Author:** Christine Champagne **Content:** Known for worldwide hits like “The Safety Dance” and “Pop Goes the World,” [Men Without Hats](https://www.safetydance.com/ "Men Without Hats") is touring the U.S. with the [Totally Tubular Festival](https://totallytubularfestival.com/ "Totally Tubular Festival"), which also features ‘80s new wave faves like Thomas Dolby, A Flock of Seagulls and Bow Wow Wow. > [@men.without.hats](https://www.tiktok.com/@men.without.hats?refer=embed "@men.without.hats")It’s hump day! What better way to celebrate Wednesday than by dancing if you want to? [\#SafetyDance](https://www.tiktok.com/tag/safetydance?refer=embed "safetydance") [\#80smusic](https://www.tiktok.com/tag/80smusic?refer=embed "80smusic") [\#livemusic](https://www.tiktok.com/tag/livemusic?refer=embed "livemusic") > > [♬ Subterranean Loom – Bubblegum Bliss](https://www.tiktok.com/music/Subterranean-Loom-7657531505325148206?refer=embed "♬ Subterranean Loom - Bubblegum Bliss") “It’s like going to a new wave summer camp,” says Men Without Hats frontman Ivan Doroschuk, who enjoys being on the road with the other bands in the lineup. “I find touring now is not as competitive as when we were all trying to outdo each other in the ’80s. Now, everyone is just having fun, traveling around together, sharing stories and playing for the fans that really love the music.” Doroschuk founded Men Without Hats in Montreal in 1977. Initially guided by a guitar-oriented punk rock ethos, the band eventually adopted the synth-heavy aesthetic that ultimately clicked with fans. In 1982, Men Without Hats had its first hit with “The Safety Dance” from their debut album *Rhythm of Youth*. Doroschuk was inspired to write the song after getting booted from clubs for pogoing. (A form of dance that involves jumping up and down while keeping your body straight, it was seen as dangerous by bouncers.) “It was an exciting time for music,” Doroschuk says of the ’80s. “The MTV era had just begun. The revolution in technology—pop music with the use of synths, drum machines and MIDI—\[created\] an outlet for all kinds of artists to create something new and different.” Play Men Without Hats, “I Love The ’80s” Men Without Hats celebrates the era on their latest album *On the Moon* with the ebullient “I Love the ’80s.” The music video for the song has tallied 1.6 million views on YouTube. While many of the band’s fans are Gen-Xers who discovered MWH in their youth, the band has a multi-generational fan base. Looking into the audience on this tour, “We literally see three generations of fans out there. It’s wonderful,” Doroschuk says. “Often we run into younger fans that say they found our music through their parents and dare I say some through their grandparents.” “The Safety Dance” is often the song people recognize. Still a pop-culture staple after all these years, the tune has been featured in films, TV shows and commercials, including the 2023 TurboTax Super Bowl spot “Dancer.” Play Turbo Tax, “Dancer”In 2020, Alaska Airlines created “Alaska Safety Dance,” a whole safety video inspired by “The Safety Dance” and featuring the carrier’s employees. Play Alaska Airlines, “Alaska Safety Dance”“Licensing music has been a great way to introduce our music to new fans,” Doroschuk acknowledges. “Our publisher has a pretty big say in where the songs find these massive global placements. It’s incredible the reach it has given the songs around the world.” ![author avatar](https://secure.gravatar.com/avatar/bca57dd4723116a5018776272ebed389875689a3404acf351677240c4d746cec?s=300&d=mm&r=g) Christine Champagne [See Full Bio](https://musebyclios.com/author/christine-champagne/) [ ](https://musebyclios.com/author/christine-champagne/) **Categories:** Music **Tags:** nostalgia **Sections:** Entertainment, Trending --- ### [Liquid Death and Garage Beer Made a Musical About Pee. So, You're in for a Treat?](https://musebyclios.com/music/liquid-death-and-garage-beer-made-a-pee-musical-so-youre-in-for-a-treat/) **Published:** August 18, 2026 **Author:** David Gianatasio **Content:** Any commercial that opens with Jason Kelce relieving himself into a jar is bound to be something special. But then he breaks into song, and the absurdity overflows. The spot represents the first collab from Liquid Death and Garage Beer—the craft lager from Jason and his brother Travis. Both brands are well-known for their wacky messaging. Here they win gold—well, yellow—for addressing the water problems associated with AI data centers. Such installations use up to 5 million gallons a day to cool their servers. To help out, the brands invite fans to drink their beverages and donate their urine to cool AI centers instead. So, it’s icky-edgy marketing wrapped in social commentary. The stuff should please followers of both brands, gross out everyone else—and maybe even raise awareness because it’s so darn different. In the clip, everyone struts around with brimming cartons. Jason sings for all he’s worth. Even LD’s [Murder Man](https://musebyclios.com/advertising/liquid-death-commits-mountains-of-murder-in-fortnite/)—that freak with eyes for nipples—sloshes into the spirit. *“We want your pee, Please give us your pee, Let’s pee on computers together. ‘Cuz we need lots of pee, Gallons of pee, Join our important endeavor.”* Could the track hit No. 1? Surely not! Though Liquid Death and Goodwipes [owned No. 2](https://musebyclios.com/advertising/bathroom-humor-liquid-death-looks-out-for-no-2/) just last week. They’re not serious about folks sending human waste to AI centers. Or are they? LD and Garage Beer produced Data Center Coolant Collectors for this purpose, available while supplies last. They’re intended as keepsakes, not real mailers. We hope. So, what inspired this oddness? “Garage Beer and Liquid Death both speak to consumers who appreciate great products without brands taking themselves too seriously,” GB CEO Andy Sauer tells Muse. “There’s a lot of overlap in that audience, but more importantly, there’s a shared approach to how we show up culturally.” “The goal is to bring two brands with distinct but complementary personalities together, create something people genuinely want to watch and introduce each brand to even more consumers in the process.” But … why make a musical? “We had the core of the idea and were trying to figure out how to bring it to life,” says LD VP of creative Andy Pearson. “As we tend to do, we started digging through YouTube and watching a lot of charity events and movements from the ‘80s where there was a lot of idealism about coming together as a society to solve an issue. Most of those were all big, bombastic songs.” “On top of that, Jason has actually recorded his own set of [Christmas records](https://en.wikipedia.org/wiki/A_Philly_Special_Christmas_Party), so we knew he liked to sing. It all fell into place.” Pearson developed the push with LD’s Death Machine team, and directed the video with Will Carsola. “We shot this in a very strange but cool clearing in a park in Philly,” Pearson recalls. “It looks like grass, but we were actually high-stepping through two-foot-tall weeds.” “We had everything: buckets of piss, drones, juggalos, mascots and Jason Kelce. What more could you want?” How about a Boy Throb cameo? They’re [all about hydration](https://musebyclios.com/music/boy-throb-sings-out-for-safe-water-in-boppin-psa/) and tuneful PSAs these days. Related: [*MrBeast Buys ‘the World’s Most Dangerous Biker Bar’ for Liquid Death*](https://musebyclios.com/advertising/mrbeast-buys-the-worlds-most-dangerous-biker-bar-for-liquid-death/) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Music, Sports **Tags:** Garage Beer, Liquid Death **Sections:** Entertainment, Trending --- ### [On the Scene at Disney's D23: Community, Camaraderie and Wild Shrieking](https://musebyclios.com/film-tv/on-the-scene-at-disneys-d23-community-camaraderie-and-wild-shrieking/) **Published:** August 18, 2026 **Author:** Luz Corona **Content:** Calling it Disney-Con would be a disservice. It’s more like Disney’s [Super Bowl](https://musebyclios.com/category/super-bowl/). is the entertainment giant’s biennial dog-and-pony show for those loyalists—and the media. Over three days, Disney offers sneak peeks at its most anticipated projects from multiple studios, theme parks, streamers, gaming, live theater, music divisions and more. Keep reading for highlights of Disney’s announcements, followed by trends from the convention floor. **Community, camaraderie and wild shrieking** Disney packed the Anaheim Convention Center with its beloved IP—classic and current, blockbusters and deep cuts—immersive experiences and merchandise sales. So. Much. Shopping. During its evening Honda Center extravaganzas, the company’s high-wattage stars like Anne Hathaway and Chris Evans basked in the glow of 12,000 super-fans screaming like it was a 1965 Beatles concert. Kristen Bell, Idina Menzel and Josh Gad hyping *Frozen 3* earned wild shrieking. Robert Downey Jr. popping by as the Marvel Cinematic Universe’s Doctor Doom elicited even more shrieking. You get the picture. In his first D23 as CEO, former parks chief Josh D’Amaro preached directly to the choir, pointing out that there are 4 billion Disney fans worldwide for its myriad forms of storytelling. “When you add it all up, Disney has something no other brand on Earth can claim,” he said. “Not just a customer base, not just an audience, but an actual connection.” D23 veterans want to connect with the characters and properties they love, but also with each other, according to Los Angeles-based content creator Tiffany Sutton. “There’s a lot of community and camaraderie,” she said. “It’s the one time I can be around my people, the ones who truly understand. It’s like a mini-reunion of sorts, and the vibes are so good.” ![Large crowd seated in an arena, facing a stage with blue lights and screen backdrop.](https://cdn.musebyclios.com/wp-content/uploads/2026/08/18123153/2290538560-1024x683.jpg)Credit: DisneyDisney programming also included a slate of announcements: - Marvel released an *Avengers: Doomsday* trailer (familiar to San Diego Comic-Con attendees) and revealed the full *X-Men* cast (Adam Driver as Mister Sinister! *Obsession*’s Inde Navarrette as Rogue!). - *Romy & Michele* have gained “Disney princess” status, per Lisa Kudrow, and their long-awaited sequel is headed to Hulu next August. - Jon Favreau has revived one of Walt Disney’s earliest creations, Oswald the Lucky Rabbit, for a 3-part Disney+ series dropping in early 2027. He got an adoring crowd reaction by saying the property will be hand-drawn 2D animation (nothing AI here). - The sequels, spinoffs and live-action remakes keep a-comin’: *Ice Age: Boiling Point*, *Star Wars: Starfighter* (can Ryan Gosling revive this iconic franchise?), *Camp Rock 3*, *Zootopia 3*, *Coco 2*, live-action versions of *Tangled* (Kathryn Hahn as a baddie!) and *Lilo & Stitch 2*. - Execs teased only a few animated originals, including *Gatto* and *Ghost Market* from Pixar and Disney’s *Hexed*. The latter features Jodie Foster in her first voice role for the studio where she began her career as a child actor. - Theme park happenings include the upcoming Villains Land, with a Maleficent roller coaster, a *Cars*-inspired attraction at Magic Kingdom, a Tomorrowland refresh at Disneyland and an Indiana Jones & The Myth of the Jade Serpent ride at Disney’s Animal Kingdom. > [View this post on Instagram](https://www.instagram.com/reel/DcFbvEyT3XP/?utm_source=ig_embed&utm_campaign=loading)[A post shared by Walt Disney Imagineering & Disney Live Entertainment (@waltdisneyimagineering)](https://www.instagram.com/reel/DcFbvEyT3XP/?utm_source=ig_embed&utm_campaign=loading) **Passion points** A fan club member could technically attend D23 on the cheap, with a $49 half-day ticket. But many go all in, especially if they’re traveling (Disney says 50 states and 38 countries were represented). Packages range from several hundred dollars for the weekend to more than $2,500 for a VIP pass. But devotees rarely brought up money in discussing their pilgrimage, with only a few mentioning how they budget for the event or give up lesser priorities. It’s a testament to fandom in general, but the Mouse House in particular, to hear participants wax on about what it means to be there IRL. “It helps us escape from reality, especially with what’s going on nowadays,” said Athena Dickinson, a Southern California resident who was cosplaying as the title character from *The Corpse Bride*. (She was a dead ringer, for anyone wondering.) “It’s nice to be able to nurture that inner child and connect back to that time when you were a kid, before you had to deal with all of life’s responsibilities.” Super fandom like that made a grown man sprint across a cavernous ballroom for the Q&A at *The Simpsons* panel. Maybe he knew that creator Matt Groening would be giving away his real-time doodles to those who asked questions? Anyway, he got a cool rendering of Bart. Lucky guy. **The wonderful world of marketing** Heinz, fresh off its recently announced multiyear strategic alliance with Disney, had its first showing at D23 with one of the busier brand activations, proving that the masses crave a high-touch experience right now. Also: They love free food of any kind. “It’s a Flavorful World” was a clever sampling opportunity, heavy on play and personalization, designed as an homage to the classic ride “it’s a small world.” Visitors made their own condiment mashups via an automated mixologist and tasted new sauces like blackberry bourbon barbecue. “It’s really fun, and the whole Small World aesthetic is really eye-catching,” said Jonathan Louie, a San Francisco resident who stopped by the pop-up on Friday. “It’s unique compared to a lot of other booths here.” Louie’s friend Darrel Vega said they “took advantage of all the photo ops” while figuring the new corporate partnership will mean Heinz “will have an even further reach, after already being a household name.” Our one criticism: Zero chips for dipping. ![Bright Heinz expo booth with carnival-style arches and a large wheel display; attendees line up while two staffers chat near the center of the booth.](https://cdn.musebyclios.com/wp-content/uploads/2026/08/18123209/IMG_2419-rotated.jpeg)Credit: T.L StanleyMostly, though, Heinz understood the assignment, as did fellow Disney sponsors Chevrolet (with a *Cars*-themed presence) and M&M’s (where fans could “audition” to be a candy-coated Marvel hero). Both booths were consistently mobbed. Honda’s footprint with an *Encanto* theme was less so, but that could’ve been its out-of-the-way location. **Merch is king** And exclusive is everything. Some of the longest lines on the convention floor were made up of people waiting to shop. There’s no official word on how much of the swag purchased there goes on eBay or other secondary platforms, but estimates are that at least a portion of it does. And maybe the consumers who put in all that legwork deserve to turn a profit? They had no shortage of options, with retail sales eating up serious square footage, offering apparel and accessories, action figures, toy sets and limited-edition products that can’t be found at the mall. Some are no doubt adding to their personal collections, and maybe others are adding to the college fund. **Blasts from the past** The lure of nostalgia continues in general, and one obvious sign at D23 was the rabid interest in OG trading cards and card games. The Topps booth was jammed all weekend, beginning early Friday morning, and Magic: The Gathering’s pop-up was wall-to-wall humanity. The latter, a 30-plus-year-old game, has surged in popularity, generating more than $500 million in quarterly revenue for the first time in its history, according to a recent Hasbro earnings announcement. Picking up on that wave, Disney now has its own fast-growing Magic-style game called Lorcana. It’s a category that touches on multiple trends at once: collectibility, worldbuilding, interactivity and connection, with the buzz just getting stronger. **Related:** *[FIFA, MLB, Mitchell & Ness and More Showed Up Big at Fanatics Fest 2026](https://musebyclios.com/sports/fifa-mlb-mitchell-ness-and-more-showed-up-big-at-fanatics-fest-2026/)* ![author avatar](https://secure.gravatar.com/avatar/6b6bfb2f77a71b59d600c283859735f5d62b2631c0b7c29a530b306cb0abde04?s=300&d=mm&r=g) Luz Corona [See Full Bio](https://musebyclios.com/author/luzcorona/) [ ](https://musebyclios.com/author/luzcorona/) **Categories:** Film and TV **Tags:** Disney, Entertainment, Fandom **Sections:** Entertainment, Trending --- ### [Conscious Minds' Chris Kitahara Spends Less Time Debating, More Time Trying Stuff Out](https://musebyclios.com/2-minutes-with/conscious-minds-chris-kitahara-spends-less-time-debating-more-time-trying-stuff-out/) **Published:** August 19, 2026 **Author:** Shahnaz Mahmud **Content:** [Chris](https://www.linkedin.com/in/chriskitahara/), an ECD and associate partner at [Conscious Minds](https://www.cm.studio/), recalls that his client [Starbucks](https://en.wikipedia.org/wiki/Starbucks) was reeling not long ago and needed to get back to basics. That meant serving fans, leading culture and showing up like the iconic brand people know and love. The job was to outpace an echo chamber of neutral and negative sentiment by giving the brand’s biggest fans something real. Specifically, that meant bringing back the [Unicorn Frappuccino ](https://www.starbucks.com/menu/product/2122238/iced/nutrition)at [Coachella](https://en.wikipedia.org/wiki/Coachella) and introducing limited-edition merch like the [Bearista](https://about.starbucks.com/press/2026/meet-the-starbucks-pink-bearista-glass-a-pink-drink-inspired-collectible-coming-in-july/). “We reached new audiences through sports: the [Super Bowl](https://en.wikipedia.org/wiki/Super_Bowl), the [Olympics](https://en.wikipedia.org/wiki/Olympic_Games), the [World Cup](https://en.wikipedia.org/wiki/FIFA_World_Cup). And we reminded people the brand still leads the category, turning seasonal launches into events and new products like Protein and Energy into cultural conversations.” In recent months, this “Back to Starbucks” initiative helped re-establish the brand as the world’s local coffeehouse—and delivered the company’s first simultaneous top-and bottom-line growth in more than two years. We spent a few minutes with Chris to learn more about his background, inspirations and his thoughts on the industry. ### What creative hill would you die on? The worst thing you can do is nothing at all. Momentum is underrated. It’s not about making more. It’s about getting in a rhythm and serving your audience. Spend less time debating things and more time trying them out. When teams do that, they develop work that matters, and they do it faster. You’ll immediately see who loves your brand and what they love about it. Over time, those insights earn compounding interest that your team can then use to take bigger risks and create more impactful work. Try something. Anything. Learn, recalibrate, then go big. ### What trend is shaping culture right now? Anything real. Authenticity. Intentionality. IRL activations. Analog experiences. Unpolished formats. Organic materials and textures. We’re numb from performative positioning, digital junk, AI, minimalism and playing it safe. ### Which brand is doing the best job of building community right now? Most of the ones that come to mind are founder-led—[Rhode](https://en.wikipedia.org/wiki/Rhode_(brand)), [Satisfy](https://satisfyrunning.com/?srsltid=AfmBOooMBux63NsPrgzg4lstmgnbkqalXFiUVSll_anof9JN8O9SMNNm),[ Jacquemus](https://www.jacquemus.com/en_us). If we’re talking about corporate brands at scale, I like the consistency of [Diet Coke](https://en.wikipedia.org/wiki/Diet_Coke), [e.l.f.](https://www.elfcosmetics.com/?gclsrc=aw.ds&gad_source=1&gad_campaignid=23073910292&gbraid=0AAAAACmexQzlKEK4Fgj_u4kh5_XNki2yG&gclid=Cj0KCQjw4orUBhCjARIsAIbF3qz926ycna7MEMP9DgnayEmk5xd2_ydGBjFjvAkPfLp5fdpNUIJRuTwaAkh4EALw_wcB), [Ikea](https://en.wikipedia.org/wiki/IKEA), and last but certainly not least, our friends at Starbucks. ### Why do you believe the most effective marketing creates ideas people want to participate in and respond to rather than just consume? Because they’re more fun. We’re so isolated inside our own algorithms that we grab connection anywhere we can find it. Participation keeps our attention and makes us want to come back. Even if that participation is us simply sharing a video with a friend. ### Why has experiential become a natural extension of social and so critical to the marketing mix? Experiential works best for brands that see their audience as fans. We often say that social is the front door to your brand. That’s where audiences will first enter and engage with your world and the characters, communities and stories that exist there. IRL experiences are a great way to dimensionalize that fandom. ### You support the idea that the best social work starts with a human truth, not a platform trend. Can you expand upon this? All great work starts with a human truth. Social is just another vehicle for it. Trend-based executions travel on social, but they often don’t move brand KPIs. Ideas rooted in a human truth have a better shot at moving the needle, but might not travel far enough to earn it. The best work earns its way into the conversation and positively shifts perspectives over time. ### What’s overrated in marketing right now? AI. Don’t get me wrong. It makes a lot of things faster, and we can do more with it. But when everything is wrapped in it one way or another, it starts to feel like “ick.” AI will never replace teams that lead with purpose, POV and relatability. ### Your main strength as a creative person? Curiosity. It’s the whole thing. I’ve always wanted to try new things and understand how they work. I grew up working with my dad in his commercial photo studio, went to film school, interned at agencies and photo studios in Chicago. I opened a few businesses of my own, all before content became a big thing in advertising. For a while I thought my wide range of interests held me back—jack of all trades, master of none. Now I realize it’s given me the range of tools needed to move at the speed we do today. And it’s pulled me toward more people, more insights, more ways to execute than I’d ever find staying in one lane. ### You’ve got 2 minutes with the industry… What’s your hot take? Don’t take things too seriously. Have a point of view and have fun sharing it. Do that and you stop chasing everyone. Instead, you focus on the fans who already love you. You give energy, you get energy back. That works in the market and it works on your team. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:amy.corr@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With **Tags:** Conscious Minds **Sections:** Community Voices --- ### [Winking at Vintage PSAs, Four Walls Asks, 'It's 10 P.M. Do You Know Where Your Friends Are?'](https://musebyclios.com/film-tv/winking-at-famous-psas-four-walls-asks-its-10-p-m-do-you-know-where-your-friends-are/) **Published:** August 19, 2026 **Author:** David Gianatasio **Content:** ![](https://cdn.musebyclios.com/wp-content/uploads/2026/08/19092752/walls-top-3.jpg)My, how times have changed. Several generations grew up with the phrase, [“It’s 10 p.m. Do you know where your children are?”](https://en.wikipedia.org/wiki/Do_you_know_where_your_children_are%3F) From the late-1960s through at least the late-’80s, TV stations across the country would broadcast those words during their nightly programming as a cautionary cue for parents. The message got woven into the fabric of everyday life. It became, in the truest sense of an overused word, iconic. Now, [Four Walls](https://musebyclios.com/film-tv/rob-mcelhenney-and-his-celebrity-pals-toast-with-four-walls/)—the whiskey brand from *It’s Always Sunny in Philadelphia* stars Rob McElhenney, Charlie Day and Glenn Howerton—puts a cheeky spin on “It’s 10 P.M.,” the most recent addition to its [funny takes on PSAs of yore](https://musebyclios.com/on-trend/so-the-louvre-jewel-heist-wasnt-an-ad-after-all/). Here in 2026, the brand asks: “Do you know where your friends are?” It’s a reminder for folks to get out and about, unwind, socialize—and enjoy some Four Walls (responsibly, natch). Starting today, 1,500 LinkNYC in Manhattan and Brooklyn will flash the brand’s message twice daily, at 5 and 10 p.m. Dubbed “Pledge to Hang” and developed in-house, the campaign marks yet another adland trek through cultural nostalgia. It tweaks classic tropes to spark engagement and keep the brand top of mind. ![Neon sign reading 'IT'S 10PM' in red with blue 'DO YOU KNOW WHERE YOUR FRIENDS ARE?' text and a red QR code below; dark background.](https://cdn.musebyclios.com/wp-content/uploads/2026/08/18173042/10-1-576x1024.jpg)Of course, the actual PSAs were about community safety. Here, Four Walls is selling whiskey. Hypocritical? Perhaps. But famous PSAs get [parodied](https://www.youtube.com/watch?v=jZybUKAtD40) all the time. And this mildly edgy approach feels on point, as did Rob Mac and his pals delivering the funny in ads that broke a while back: Below, Muse hangs with brand CMO Ashley Purdum to learn more. ### What made you think of the old “10 p.m.” announcements? We knew we wanted the whole campaign to be PSAs, because it’s something the team actually believes people need reminding of: good times are good for you. That’s the brand’s whole reason for being: “Come on in, spend more time together within our four walls.” And bars are great places to connect. We watched a LOT of old ads for inspiration, and the 10 p.m. line made sense to tie back to “it’s five o’clock somewhere” and traditional happy hour timing. ### Why lean into OOH? We have traditional spots too, via paid social, but as to the reason for out-of-home: Charlie’s says it best: “I still get excited about being on a billboard. In America you see a billboard for any profession besides an attorney and you think, ‘They’ve made it.'” ### Aren’t many of the viewers a bit young to recall the original PSAs? Our target audience is anyone that is 21 years old+. Everything’s in the ether now. People younger than 40 were not around for [“The More You Know”](https://www.youtube.com/watch?v=-H7kSuuzi3M) or the [Partnership for a Drug-Free America spots](https://www.youtube.com/watch?v=xuTc36enAyQ), either. And yet because of the Internet, people know exactly what those are. And we think the line still works even if you don’t catch the specific reference. ### So, you’re a whiskey brand spoofing PSAs. Any concerns about potential blowback? We’re very lucky that anything we make for Four Walls has the benefit of 18 seasons of groundwork our co-founders have laid with the subversiveness and “winking humor” ([as the New Yorker referred](https://www.newyorker.com/culture/on-television/the-secret-to-the-longevity-of-its-always-sunny-in-philadelphia) to it) of their own show. **Related:** [*Rob Mac’s Dream Sequence Leaves Ryan Reynolds Behind*](https://musebyclios.com/film-tv/rob-macs-dream-sequence-leaves-ryan-reynolds-behind/) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Film and TV **Tags:** Four Walls **Sections:** Entertainment, Trending --- ### [Netflix Built a House on a Sunset Blvd. Billboard, and It’s Kinda Genius](https://musebyclios.com/musings/netflix-built-a-house-on-top-of-a-billboard-on-sunset-blvd-and-its-kinda-genius/) **Published:** August 18, 2026 **Author:** Luz Corona **Content:** Netflix just created one of the best OOH activations of the year so far. They built an actual house on top of a billboard on Sunset and Selma in Los Angeles and put a man inside it. For several days, he lived there and interacted with people walking and driving past. It’s kind of crazy. And it’s genius. > [View this post on Instagram](https://www.instagram.com/reel/Dbwk9QpB35M/?utm_source=ig_embed&utm_campaign=loading)[A post shared by Places Los Angeles (@placeslosangeles)](https://www.instagram.com/reel/Dbwk9QpB35M/?utm_source=ig_embed&utm_campaign=loading) The campaign worked so well because the idea came directly from the story. It promoted *The Last House,* Netflix’s new sci-fi thriller about a family trapped inside their home; they can’t leave, and their resources start to run out. Netflix took that premise and made it physical. Suddenly, there was a house where a house shouldn’t be, with someone actually living inside it. It’s stunts like this that demonstrate the bigger opportunity for entertainment brands with OOH, which traditionally start with the same question: How do we take the key art, trailer or campaign creative and make them work on a billboard? This can be effective, but the medium is still functioning as the canvas for the content. Here, the medium becomes part of the message. For brands, the more interesting question is: What could happen because a billboard or physical canvas exists? What could we do to make people stop, look up, take a photo, share our content across social or come back the next day? Netflix gave people a reason to do all of those things. The performer was there for three days, waving at commuters and communicating on a whiteboard with people below. Netflix then posted a simple “There’s a guy in there 👀” on social, and the thing took on a life of its own. As with all OOH, the location was important. Sunset Blvd. is already part of the cultural landscape of L.A. OOH is everywhere. A traditional movie billboard has to compete with everything around it. But when you put something into the real world that people aren’t expecting to see, you change the dynamic completely. It also got the attention of the press. CBS Los Angeles sent up aerial footage and put reporters on the sidewalk underneath it. NBC4 ran it on the evening news, KTLA went out to get reactions, and City News Service distributed the story to outlets including Deadline, Patch and MyNewsLA. The billboard existed physically in Los Angeles. But the idea was big enough to become a story all over the world. According to [FlixPatrol](https://flixpatrol.com/title/the-last-house/), *The Last House* went to No. 1 on Netflix in 84 countries on its first day and reached 89 territories by Aug. 9, including the U.S. The billboard may not be entirely responsible for moving the needle. There are obviously plenty of factors that determine what people watch. But it’s hard to ignore the amount of attention this activation generated. That’s the kind of value OOH can bring. It can give a film or show a presence in the real world that a standard piece of key art or a digital-only campaign simply can’t. This approach isn’t about making every OOH activation bigger, stranger or more elaborate—gimmicks are easy to sniff out. The physical idea has to connect to the property or the brand in a way that feels authentic. Maybe it’s a house. Maybe it’s [a giant ball of hair rolling down the street](https://musebyclios.com/advertising/shear-absurdity-k18s-huge-hairball-tops-the-weeks-best-ads/). Maybe it’s [influencers piecing a billboard together with puzzle pieces](https://www.tiktok.com/@alixearle/video/7620522357664402719). Maybe it’s something much simpler. OOH gives us what other channels don’t have: physical space, scale and a real-world audience. The brands creating the most memorable OOH aren’t just buying space but creating real-world experiences. The future of the medium will belong to brands that stop thinking in two dimensions and start thinking in experiences. I thought I’d seen everything after the [*Percy Jackson* waterfall billboard](https://www.youtube.com/shorts/r1PkDtv5Zkc), but Netflix has managed to one-up it. I’m incredibly jealous that I had nothing to do with this one. **Related:** *[Why Paramount’s ‘Scary Movie’ Is the New ‘Barbie’](https://musebyclios.com/musings/why-scary-movie-is-the-new-barbie/)* ![author avatar](https://secure.gravatar.com/avatar/6b6bfb2f77a71b59d600c283859735f5d62b2631c0b7c29a530b306cb0abde04?s=300&d=mm&r=g) Luz Corona [See Full Bio](https://musebyclios.com/author/luzcorona/) [ ](https://musebyclios.com/author/luzcorona/) **Categories:** Ad of the Week, Musings **Tags:** Entertainment, Netflix, OOH **Sections:** Community Voices, Entertainment --- ### [What Russell Westbrook Taught Us About Our Love for Athletes](https://musebyclios.com/musings/what-russell-westbrook-taught-us-about-our-love-for-athletes/) **Published:** August 19, 2026 **Author:** Luz Corona **Content:** When athletes retire, we mourn. After 18 seasons, Russell Westbrook announced his retirement from the NBA, and the sports world had a visceral reaction. Full-grown adults sat on [empty park benches](https://www.tiktok.com/@nick.knows.ball/video/7673352455601671437?is_from_webapp=1&sender_device=pc "empty park benches") listening to sad music, reminiscing about his career. We won’t just miss watching him play. The reason athletes permeate popular culture transcends their playing abilities. Their movement through the world represents something larger. Russell Westbrook is the perfect case study. In honor of Mr. Triple-Double himself, I’m going to *double* down on three philosophies he demonstrated throughout his 18-year stint. **Ask “Why Not?”** In basketball, a triple-double is defined as a player reaching double digits in three key statistical categories during a single game. Most players who step onto an NBA court never record even one. Russell Westbrook holds the record for the most regular-season triple-doubles with 209. Westbrook, like most people, dealt with criticism and self-doubt, but navigated it with relentless perseverance. Russ’s famous personal catchphrase, “Why not?” demonstrates defiant confidence. He did things others believed he couldn’t. He leaves us with the notion that anything is possible if you don’t limit yourself to the expectations others place on you. **Defy Boundaries** Russ has never been one to cleanly fit into a box. He doesn’t let boundaries define him. A fashion icon, Westbrook was one of the first players to turn the tunnel walk into a runway show, helping make it the global cultural phenomenon it is today. He bends the rules of traditionally masculine fashion, sporting kilts, bright red glasses, cropped sweaters and mesh tanks. He even started his own fashion brand. > [View this post on Instagram](https://www.instagram.com/p/Db_v6fygdgz/?utm_source=ig_embed&utm_campaign=loading)[A post shared by GQ Sports (@gqsports)](https://www.instagram.com/p/Db_v6fygdgz/?utm_source=ig_embed&utm_campaign=loading) The clothes themselves aren’t really the point. Russ is fearlessly fully himself. Whether through the way he dresses or the way he plays, he has always seemed uninterested in making himself smaller or more conventional for others. He inspires us to embrace qualities in ourselves that we might otherwise be afraid to express. **Enjoy the Ride** Westbrook’s career wasn’t all sunshine and rainbows. He endured a great deal of challenges… unfair criticism, injuries, losses, trades, negative press coverage. Through it all, Russ still had fun, as evidenced by the countless clips of him dancing and smiling on the bench. It’s a reminder that you can face hardships and still make room to enjoy the little moments along the way. > [View this post on Instagram](https://www.instagram.com/reel/C09uBl4vnvE/?utm_source=ig_embed&utm_campaign=loading)[A post shared by A$AP Freddie (@freddie\_kelli)](https://www.instagram.com/reel/C09uBl4vnvE/?utm_source=ig_embed&utm_campaign=loading) Athletes’ careers can feel strangely personal to us. In them, we recognize a way of being that we admire, identify with or wish we possessed ourselves. Though Westbrook certainly made a profound impact within the game of basketball, what many of us will carry are the things he represented beyond it: relentless belief in yourself, the confidence to defy expectations, and the ability to enjoy the ride. Why not? **Related:** [*Clio Sports Announces 2026 Jury Chairs*](https://clios.com/clios-juries/clio-sports/2026?__hstc=250505945.154ba9d3ff19a8dda9c75c2ce1d234d7.1778008541780.1787084913620.1787155383767.193&__hssc=250505945.4.1787155383767&__hsfp=7162866c3e4f74b9f4c457dbbec61050) ![author avatar](https://secure.gravatar.com/avatar/6b6bfb2f77a71b59d600c283859735f5d62b2631c0b7c29a530b306cb0abde04?s=300&d=mm&r=g) Luz Corona [See Full Bio](https://musebyclios.com/author/luzcorona/) [ ](https://musebyclios.com/author/luzcorona/) **Categories:** Musings, Sports **Tags:** Fashion & Beauty, NBA, Sports **Sections:** Community Voices, Entertainment --- ### [Mermaids and a Friendly Shrub Help Tesco Tout Its Community Service Programs](https://musebyclios.com/advertising/mermaids-and-a-friendly-shrub-help-tesco-tout-its-community-service-programs/) **Published:** August 18, 2026 **Author:** David Gianatasio **Content:** Sometimes, it’s tough for brands to deliver entertaining messages while hyping their community-service programs. How can they keep viewers engaged without lapsing into shameless self-promotion or sentimental cliches? Maybe try tossing an ambulatory shrub that befriends kids into the mix. And don’t forget the mermaids! Such unexpected elements deliver for Tesco Ireland in the :40 below. BBH Dublin and Riff Raff director [Rich Hall](https://www.riffrafffilms.tv/us/directors/rich-hall) craft a campaign that’s sincere but a tad off-kilter. The tale starts sedately enough in a taxi. A Tesco staffer recounts the highlights of her day, which just might be the stuff that dreams are made of. Fantasy rarely, if ever, plays into this kind of project. Here, the supermarket chain spotlights specific initiatives in a way that feels fresh and compelling. Why just brag about your sensory garden when you make the topiary hop, skip and jump? “We tried to blend the real with the unreal,” BBH associate CD Aubrey O’Connell and production director David Lynch tell Muse. “In typical Irish fashion, the storyteller holds the room, kicks through the gears, and her sometimes poetic way of describing things leads to this magical visual world.” “Everything you’re hearing is true. How you’re seeing it, well, that’s up to the driver’s imagination.” The cab-ride set-up helps anchor events in the workaday world, a crucial balance for the wilder sequences. The team caught as much in camera as possible, with CGI added where necessary. So, about that big green guy.. “The shrub went through different passes visually—different tests on movements, different heights and widths,” say Lynch and O’Connell. “It was complex, but we loved every second of it.” And they didn’t use AI, not even for that trip beneath the sea. “The mermaids were shot for real in a huge water tank and perfectly comped into the car interior shots.” There’s OOH, too. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/08/18121415/TES-7.jpeg)**Related:** *[Tesco’s F+F Fashion Line Rolls in Silly Style](https://musebyclios.com/fashion-and-beauty/tescos-ff-fashion-line-rocks-in-high-style/)* ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** BBH Dublin, Tesco **Sections:** Entertainment, Trending --- ### [Humans Dress Like PopCorners and Romp Through the Ages](https://musebyclios.com/worldviews/humans-dress-like-popcorners-and-romp-through-the-ages/) **Published:** August 17, 2026 **Author:** David Gianatasio **Content:** Here are some notable campaigns that broke far and wide in recent weeks, selected by Muse sibling [Ads of the World](https://www.adsoftheworld.com/). ### PopCorners, ‘Reinventing the Popcorn Experience’ Agency: Zurda Mexico PopCorners takes aim at popcorn’s supposed final form, turning the snack’s unconventional triangle into the star. The work leans into the shape as a visual calling card, using unexpected characters and worlds to sell a simple idea: When the snack evolves, the category conversation should too. It’s popcorn, but decidedly less predictable. [Read More](https://www.adsoftheworld.com/campaigns/reinventing-the-popcorn-experience) Play ### KFC Myanmar, ‘No Other Crunch Is Needed’ Agency: In-House KFC puts a cheeky spin on Myanmar’s beloved Lahpet Htamin by challenging the dish’s topping-heavy tradition. Instead of piling on more crunch, the film makes KFC Popcorn Chicken the unexpected hero, pairing it with an iconic local favorite. A teaser-to-reveal rollout turns the unlikely combination into a playful culinary proposition. [Read More](https://www.adsoftheworld.com/campaigns/no-other-crunch-is-needed) Play ### Detran-Go, ‘Everyone Deserves a Vacation’ Agency: Logos Propaganda Through a lighthearted narrative and an unexpected twist, the film shows that reckless behavior on the road can cut vacations short for those who ignore traffic laws. Plus, such actions can increase the workload of professionals who deal with the consequences of serious traffic crashes. [Read More](https://www.adsoftheworld.com/campaigns/everyone-deserves-a-vacation) Play **Related:** [*Here’s a Tender Tune From KFC*](https://musebyclios.com/music/heres-a-tender-tune-from-kfc/) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Worldviews **Tags:** DETRAN-GO, KFC, pop corners **Sections:** Trending --- ### [Why Do We Love Peter Parker? Because He Screws Up](https://musebyclios.com/musings/why-do-we-love-peter-parker-because-he-screws-up/) **Published:** August 18, 2026 **Author:** Luz Corona **Content:** Spider-Man can lift cars, scale buildings and swing between skyscrapers. But none of that is why we actually love him. We love Peter Parker because he screws up. He falls in love and gets his heart broken. He makes the wrong choice while trying desperately to make the right one. He loses people, blames himself for it, but finds a way to keep going. *Spider-Man: Brand New Day* leans into that mess harder than any of Tom Holland’s previous outings in the suit. The spectacle is still there, and it *is* spectacular. But underneath it is a Peter Parker who is profoundly, achingly lonely. After *Spider-Man:* *No Way Home*, he lives in a world where the people he loves have no memory of him. [Sony’s own synopsis](https://www.sonypictures.com/movies/spidermanbrandnewday) describes him depressingly watching as his old friends move on. [NPR’s review](https://www.npr.org/2026/07/31/nx-s1-5901337/spider-man-brand-new-day-review) notes the film spotlights his heartbreak, and others have called it [Holland’s most emotionally mature turn as the character](https://thejamreport.com/2026/07/29/review-spider-man-brand-new-day-delivers-peter-parkers-most-emotionally-mature-adventure-yet/). I have spent the better part of a decade in marketing, most of it writing to people through their inboxes, and my industry is obsessed with aspiration. It goes like this: *Buy the watch and you close all your deals. Wear the clothes and you suddenly become more desirable. Book the trip and you become the carefree person staring back at you from the campaign.* And look, there is nothing wrong with aspiration. We buy things partly because they let us imagine ourselves in fresh, novel ways. But aspiration creates distance. And along the way, a lot of us forget that relatability is what closes it. Spider-Man manages to be aspirational and relatable at the same time, and *that’s* the trick. It’s also one of the hardest parts of being a marketer. Peter Parker calls himself “your friendly neighborhood Spider-Man” for a reason. The whole brand is proximity. Nobody watches Peter swing through Manhattan and thinks, “That could literally be me.” But, we *do* know what it feels like to watch someone we love move on without us. We know guilt as well as we know heartache. As humans, we understand the exhausting experience of trying to do the right thing even when it hurts. The fantasy may be out of reach, but the underlying feeling never is. Marketers still confuse vulnerability with weakness. Brands are built to project competence, so they want to look confident, polished and certain. Every rough edge gets sanded down until the finished product barely feels like an actual human experience. Peter Parker is proof you can do both. He can save New York and still have no idea what to do about his own life. And one does not diminish the other. If anything, that fear is what makes the heroism mean something. Courage counts for more when we *know* someone is afraid. Perseverance counts for more when we understand what it costs to keep going. That’s not to say people want brands to manufacture hardship or turn every campaign into some kind of depressing confessional. What people are asking for is simple: leave room for humanity. *Acknowledge* the frustration your customer is feeling *before* you sell them the fix. Write humor that sounds like something a real person would say out loud. Show the messy middle around your product, not just the immaculate after. More than 60 years ago, Stan Lee and Steve Ditko built Spider-Man’s whole character around one line: “With great power comes great responsibility.” When you are a kid, you love Spider-Man because he is, objectively, the coolest. Then you grow up, learn a few things about guilt and heartbreak and watch people move on without you. That’s when you start loving him for a different reason: He’s a superhero who reminds you of yourself. Marketing holds that same power. We shape how people see themselves, more than we like to admit, and the responsibility is not just selling the dream—it is reminding people they are human *while* they chase it. Keep giving people something to aspire to. Give them somewhere to see themselves along the way. Spider-Man has been doing both for 60 years. Brands can too. **Related:** *[The Trojan Horse Is Still Potent and Other Lessons from ‘The Odyssey’](https://musebyclios.com/film-tv/the-trojan-horse-is-still-working-and-other-lessons-from-the-odyssey/)* ![author avatar](https://secure.gravatar.com/avatar/6b6bfb2f77a71b59d600c283859735f5d62b2631c0b7c29a530b306cb0abde04?s=300&d=mm&r=g) Luz Corona [See Full Bio](https://musebyclios.com/author/luzcorona/) [ ](https://musebyclios.com/author/luzcorona/) **Categories:** Musings **Tags:** Entertainment, Marvel **Sections:** Community Voices, Entertainment --- ### [Betclic Drives a Tractor Across Portugal, All for the Love of Soccer](https://musebyclios.com/eurovisions/betclic-rides-a-tractor-across-portugal-all-for-the-love-of-soccer/) **Published:** August 18, 2026 **Author:** David Gianatasio **Content:** Here are some notable European campaigns that broke in recent weeks, selected by Muse sibling [Ads of the World](https://www.adsoftheworld.com/). ### Liga Portugal x Betclic, ‘Let’s All Play’ Agency: Dentsu Creative Portugal Things get gloriously literal as comedian Luana do Bem crosses Portugal on a tractor, laying down pitches wherever she goes. The joke lands in Ovar, a city whose name sounds suspiciously like VAR, turning a footballing term into a very Portuguese punchline. [Read More](https://www.adsoftheworld.com/campaigns/let-s-all-play-34e64e81-4575-4282-aed4-ac55f931b3cf) Play ### Parodontax, ‘Spitting Blood Means Action’ Agency: Grey London A martial-arts fever dream turns bleeding gums into an action-movie trigger. After spotting blood in the sink, a woman launches into a wild pharmacy battle for the last tube, wielding toothbrushes and dental floss as weapons. The cinematic spectacle flips a familiar movie trope to make gum bleeding impossible to overlook. [Read More](https://www.adsoftheworld.com/campaigns/spitting-blood-means-action) Play ### Uber, ‘Oder Aber Uber’ Agency: Serviceplan “Oder Aber Uber” turns a quirky German expression into a cheeky challenge to everyday stubbornness. Built around the redundancy of “oder aber” (“or else” in German), the campaign pokes at people’s habit of choosing needlessly complicated ways to get around, then offers a simpler alternative. The result is a playful linguistic twist that makes reconsidering familiar mobility routines feel refreshingly obvious. [Read More](https://www.adsoftheworld.com/campaigns/order-an-uber) Play ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Eurovisions **Tags:** betclic, Parodontax, Uber **Sections:** Entertainment, Trending --- ### [A Traumatic Episode Made Ivy Hall Dispensary's Jonny Boucher a Cannabis Advocate for Life](https://musebyclios.com/2-minutes-with/a-traumatic-episode-made-ivy-halls-jonny-boucher-a-cannabis-advocate-for-life/) **Published:** August 18, 2026 **Author:** Shahnaz Mahmud **Content:** [Jonny](https://www.linkedin.com/in/jsboucher/) is the director of marketing at[ Ivy Hall Dispensary ](https://ivyhalldispensary.com/)in Chicago. He founded Hope For The Day, a global nonprofit for proactive suicide prevention, and Sip of Hope, the world’s first coffee shop where 100 percent of proceeds fund mental health. He came to cannabis through a PTSD diagnosis in 2018. That colors everything about how he thinks about brand storytelling. With 20 years across cannabis, CPG, food & beverage, music and apparel, he builds marketing around community experience, looking to hospitality and craft brewing for inspiration, not other dispensaries. We spent a few minutes with Jonny to learn more about his background, inspirations and how he feels about the healing power of cannabis. ### Where did you grow up and where do you live now? I grew up in Long Grove, a little small town in the northwest suburbs of Chicago. Now my wife and I live happily on the southwest side of the city. ### How did you get interested in cannabis? It started with my Uncle Dave going through chemo. I’d always known about cannabis but wasn’t consuming it. Watching him in the final stages of his life and seeing the medicinal benefits changed my mind completely. This wasn’t just my friends getting high; there was a real use for this thing. When I got to Columbia College of Chicago, I realized that cannabis helped me in ways nothing else had with my ADHD. I became a straight-A student—it became my secret weapon. Then in 2018, I was diagnosed with PTSD after almost getting shot during a gang shootout outside my house. Cannabis became the key to unlocking the scary stuff that was holding me back. I got my med card that same year and became infatuated with the plant because it was truly saving my life. That’s what pushed me to eventually bring my skill sets to this industry. ### Talk about a recent project you’re proud of. The infused food series is something I carry with me every day. We started with one of the largest infused pizza projects in the city, then infused pastrami sandwiches, donuts and more. That scrappiness is our secret sauce, because regulations don’t allow us to do everything the big brands do. So, we think differently. The infused pizza got [major coverage](https://www.adweek.com/creativity/chicago-dispensary-dishes-up-the-worlds-largest-weed-pizza-for-pi-day/). Having the bigger marketing world look at cannabis was a real goal achieved.[ The Guardian ](https://en.wikipedia.org/wiki/The_Guardian)covered our [National Pastrami Day activation](http://Guardian%20/%20National%20Pastrami%20Day). We did it in a blizzard and still served over 150 people. Because [experience](https://www.trendhunter.com/trends/weed-love-to-marry-you) is the number-one reason our top customers keep coming back, not promos, not selection. When they go tell their friends, that’s the best marketing we could ever ask for. ### Can you describe the biggest challenge cannabis marketers face today, and how to approach it? There are hurdles and roadblocks, but I’m a firm believer in finding a path to yes. We don’t look to competitors for influence; that’s pointless. We look at the bigger marketing world, brands without our guardrails. And sometimes you have to ask for forgiveness instead of permission. Take risks. Nobody had heard of an infused pastrami sandwich before we did it. ### What’s one thing about how the cannabis industry is evolving that you’re excited about? [Rescheduling](https://www.michiganmedicine.org/health-lab/what-does-cannabis-rescheduling-mean-science-and-society). It continues to break down walls, whether it’s stigma, overregulation, or being classified alongside very hard drugs. It doesn’t just normalize cannabis; it makes it more welcoming. In Illinois, we’ve got drive-throughs, extended hours, and increased purchase limits coming. And watching my own father, who had a spinal cord injury, choose a[ CBD](https://en.wikipedia.org/wiki/Cannabidiol) and [CBG ](https://en.wikipedia.org/wiki/Cannabigerol)edible over a heavy painkiller, especially knowing his own brother went down the road of pharmaceutical addiction after an injury, that’s everything to me. That’s what rescheduling really means. More people are getting a different option at the table. ### How did Hope for the Day and Sip of Hope come about? [Hope for the Day](https://en.wikipedia.org/wiki/Hope_For_The_Day) started after I lost my boss, Mike. He had everything: the penthouse, the Range Rover, the beautiful wife. One day, he jumped off that rooftop. He never talked to anyone about it. I’ve now personally lost 18 people to suicide. What I kept seeing in the mental health space was: If you’re depressed, call this number, and have your insurance ready. So, we built Hope for the Day around one message: It’s okay not to be okay. Just a conversation starter. From there it grew through collaboration and great partners—[Live Nation](https://en.wikipedia.org/wiki/Live_Nation_Entertainment), [Ticketmaster](https://en.wikipedia.org/wiki/Ticketmaster), [Lululemon](https://en.wikipedia.org/wiki/Lululemon) and the [American Dental Association](https://en.wikipedia.org/wiki/American_Dental_Association)—because that message resonated. [Sip of Hope ](https://www.sipofhope.com/about)came from wanting to get the [Suicide Prevention Lifeline](https://nicic.gov/weblink/national-suicide-prevention-lifeline) a bag of coffee at [Whole Foods](https://en.wikipedia.org/wiki/Whole_Foods_Market). They asked who was roasting it, so I went to my friends at [Dark Matter Coffee](https://www.darkmattercoffee.com/?srsltid=AfmBOoq_S970DJw6D21BIaJwOLEO_-JR49g6S7Hb-u7ZYl7pcOeTRnfS) and made it real. That grew into a coffee shop where 100 percent of proceeds go to mental health education and suicide prevention, creating unrestricted funding so we could keep doing the work without being bound by grant parameters. I’ve been removed from the organization for five years. It’s still there. That’s the beauty of creating something for others. ### What’s your main strength as a marketer/creative? Creating what I don’t see in front of me. I wake up every day looking for the thing that doesn’t exist yet but should, and I go make it. I have no desire to do it any other way, because anything else is just boring. ### What would you be doing if you weren’t working in cannabis? Creating something for the community—that part doesn’t change. I’d be solving a problem and figuring out how to make it better. Not better for shareholders or myself, but better for people. “See something, say something” is tattooed on my left hand for a reason. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:amy.corr@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With **Tags:** Hope for the Day, Ivy Hall **Sections:** Community Voices, Lifestyle --- ### [The Biggest Misconceptions About These Roles in Advertising](https://musebyclios.com/clio-awards/the-biggest-misconceptions-about-these-roles-in-advertising/) **Published:** August 14, 2026 **Author:** Luz Corona **Content:** The Clio Awards have long celebrated the industry’s most awarded work and the organizations behind it. With the launch of the inaugural [Global Talent Rankings](https://clios.com/the-clio-awards/global-talent-rankings/#tab-container), that recognition now extends to the individuals whose creativity, leadership and collaboration brought those achievements to life. Based on the official individual credits submitted with winning 2026 Clio Awards entries, the rankings recognize top-performing talent across five global regions and seven disciplines. To commemorate the occasion, Muse asked a few of the ranked creatives: What is the single biggest misconception about your discipline? The following has been lightly edited for length and clarity. **Creativity is easy** I’ve never believed our job is to make advertising. Our job is to create work that earns attention because it matters to people. Whether it’s a film, technology, design or an experience, the medium is simply a choice. The responsibility never changes to solve a real problem in a way only creativity can. *[Kalpesh Patankar, Chief Creative Officer, Designer, Leo UAE](https://clios.com/global-talent-rankings/middle-east-africa/?__hstc=250505945.154ba9d3ff19a8dda9c75c2ce1d234d7.1778008541780.1786714955393.1786719572925.182&__hssc=250505945.4.1786719572925&__hsfp=d320bdf08fff232a2682152f2593b769#tab-container)* People think being a “creative” means you just sit around waiting for genius to strike while doodling on a pad and pretending it’s work. In reality, it’s a brutally practical job. Most days, I’m killing ideas, not creating them and trying to convince everyone that the simple, slightly boring‑looking idea is actually the brave one. The misconception is that creativity is chaos and vibes. It’s really about being weirdly obsessive, surprisingly logical and just stubborn enough to keep going after the fifteenth “can we see another direction?” *[Reed Collins, Chief Creative Officer – Asia Pacific, Ogilvy](https://clios.com/global-talent-rankings/asia-pacific/#tab-container)* People always think that the copywriter comes up with the idea while the art director makes it pretty. However, I always believe it’s a collaboration between both. The visual execution isn’t all about decoration but rather it’s about enhancing the idea. To me, apart from making ideas look beautiful, we as art directors make ideas inevitable. *[Luqman Daud, Junior Art Director, Ogilvy Singapore](https://clios.com/global-talent-rankings/asia-pacific/#tab-container)* **Account managers are project managers** Thinking we’re outsiders to the creative and strategic process, confined to one moment, one lane. The truth is, we need to get involved, take ownership and guard ideas from day one. We know our clients’ business, we read culture in real time and we turn that into an opportunity that elevates the idea itself. We are strategic partners in creativity and business, not spectators. *[Natalia Díaz, Account Director, DDB Latina Puerto Rico](https://clios.com/global-talent-rankings/latin-america/#tab-container)* All is based on the client’s partnership. The best account leaders build trusted relationships and become true business advisors to their clients. With a client like \[French global insurance brand\] AXA, for example, my role is not just to lead projects. It is to deeply understand the business, anticipate challenges, identify opportunities and connect them with the right talent across the agency. I often see myself as a bridge between the client and the agency. When trust exists on both sides, that’s when the most ambitious ideas and the most meaningful business outcomes can happen. *[Claire Viala, Client Lead France, Publicis Conseil](https://clios.com/global-talent-rankings/europe/#tab-container)* The biggest misconception is that account leadership is simply project management and delivering exactly what clients have asked for, on time and on budget. The real value lies in looking beyond the request, understanding the deeper business problem, challenging assumptions and, most importantly, bringing the right people together to create a more ambitious solution. *[Juan Roman, Account Director, BBDO Chicago](https://clios.com/global-talent-rankings/north-america/#tab-container)* **Press coverage is the finish line** Most people believe PR is all about distributing press releases, or that coverage is guaranteed. But the biggest misconception is that coverage is the finish line. Not all coverage does the same work. A press release picked up by fifty small websites fills a report and changes nothing. One strong story in the right publication can shift how the market sees you. The real measure of PR is what happens after the story runs. Did perception move? Is our point of view shaping the industry conversation? That takes years, and it is the part of PR most worth doing. *[Chhaon Bahl, Corporate Communications Manager, Publicis Groupe ME](https://clios.com/global-talent-rankings/middle-east-africa/?__hstc=250505945.154ba9d3ff19a8dda9c75c2ce1d234d7.1778008541780.1786714955393.1786719572925.182&__hssc=250505945.4.1786719572925&__hsfp=d320bdf08fff232a2682152f2593b769#tab-container)* The biggest misconception about influence today is that reach equals impact. The era of vanity metrics is no longer the priority. True influence is about building trusted communities and putting creators at the heart of the conversation. We try to deprioritize massive follower counts for dedicated subcultures. Cultivate trust, not numbers. We aim to co-own culture by partnering to set ambitions for communities rather than dictating objectives. If everyone needs to know one thing, it’s this: make influence a dialogue, not a monologue. And that’s where the real magic happens! *[Holly Black, Senior Manager, Consumer PR & Influence, Ogilvy Singapore](https://clios.com/global-talent-rankings/asia-pacific/#tab-container)* > [View this post on Instagram](https://www.instagram.com/p/Db_SgoyoDkD/?utm_source=ig_embed&utm_campaign=loading)[A post shared by The Clios (@clioawards)](https://www.instagram.com/p/Db_SgoyoDkD/?utm_source=ig_embed&utm_campaign=loading) The biggest misconception is that PR is about sending press releases or managing a crisis. Today, PR is about shaping conversations, not just securing coverage. Culture moves at the speed of social, and brands are judged by what people say about them, not just what they say about themselves. Our job is to understand what people care about, spark stories that travel across communities, creators, media and platforms, and build credibility in ways that advertising alone can’t. The best PR doesn’t chase attention. It earns influence. *[Nyko Rodriguez, Director, Consumer PR and Influence, Ogilvy Singapore](https://clios.com/global-talent-rankings/asia-pacific/#tab-container)* **Brands control the narrative** Brands are not what companies say. They’re what people remember, repeat and pass on. *[Nathalia Amadeu, Global Brand Director, Vaseline, Unilever](https://clios.com/global-talent-rankings/asia-pacific/#tab-container)* **The work is done once the ad goes live** “Publish it and they will come.” We are at the mercy of Machiavellian algorithms. The battle only officially kicks off after we’ve gone live. *[Karl Elhitti, Head Of Social, Memac Ogilvy UAE](https://clios.com/global-talent-rankings/middle-east-africa/?__hstc=250505945.154ba9d3ff19a8dda9c75c2ce1d234d7.1778008541780.1786714955393.1786719572925.182&__hssc=250505945.4.1786719572925&__hsfp=d320bdf08fff232a2682152f2593b769#tab-container)* **Strategy is complicated** The biggest misconception is that strategy has to be complicated. It doesn’t. Great strategy makes complexity disappear. It distills commercial ambition, human truth and cultural context into something so simple and so undeniable that the right creative idea almost becomes obvious. *[Sumegha Rao, Executive Strategy Director, Ogilvy Singapore](https://clios.com/global-talent-rankings/asia-pacific/#tab-container)* The biggest misconception is that strategy is a stage in the process. It’s not. It’s the system. Strategy should shape every decision that follows—from the problem we define to the work we make, the experiences we design and the results we measure. If strategy only appears in a deck at the beginning of a project, it isn’t strategy. It’s documentation. Another one is that strategy is the job of those with strategy in their titles. Great strategically-driven companies are those where everyone is strategic, not just those with strategy in their titles. Educate more to do more strategy. *[Tahaab Rais, Chief Strategy Officer, Director, Editor and Writer, Publicis Groupe](https://clios.com/global-talent-rankings/middle-east-africa/?__hstc=250505945.154ba9d3ff19a8dda9c75c2ce1d234d7.1778008541780.1786714955393.1786719572925.182&__hssc=250505945.4.1786719572925&__hsfp=d320bdf08fff232a2682152f2593b769#tab-container)* **Related:** *[Meet the Top-Ranked Global Creative Talent of 2026](https://musebyclios.com/clio-awards/meet-the-top-ranked-global-creative-talent-of-2026/)* ![author avatar](https://secure.gravatar.com/avatar/6b6bfb2f77a71b59d600c283859735f5d62b2631c0b7c29a530b306cb0abde04?s=300&d=mm&r=g) Luz Corona [See Full Bio](https://musebyclios.com/author/luzcorona/) [ ](https://musebyclios.com/author/luzcorona/) **Categories:** Clio Awards **Tags:** Advertising, agencies, Creative **Sections:** The Clios, Trending --- ### [Crocs Hatches a Kooky Crocodile as Its First Brand Mascot](https://musebyclios.com/advertising/crocs-hatches-a-kooky-crocodile-as-its-first-brand-mascot/) **Published:** August 14, 2026 **Author:** David Gianatasio **Content:** How do you tell a crocodile from an alligator? It’s gotta be the shoes. Crocs goes the cuddly, reptilian route with Niles, a 6-foot-tall crocodile with a penchant for resin footwear, brought to life by an actor wearing a silly suit. Developed with Callen and Station Film director [Sara Shelton](https://musebyclios.com/music/meal-service-asks-whats-for-dinner-food-or-fiction/), the work follows months of mascot mania, with [Apple](https://musebyclios.com/musings/meet-apples-new-brand-mascot-lil-finder-guy/), [Liberty Mutual](https://musebyclios.com/advertising/meet-liberty-mutuals-mellow-yellow-mascot/), [Tootsie Roll](https://musebyclios.com/advertising/tootsie-rolls-mr-owl-returns-with-a-chameleon-pal-in-tow/) and others leaning into brand characters. Niles embodies the Crocs’ silhouette. The creature hatched from an egg this week across social. His mission, we’re told, is “long-term,” designed to “deepen audience engagement through ongoing storytelling.” > [View this post on Instagram](https://www.instagram.com/reel/Db-y66uxDHq/?utm_source=ig_embed&utm_campaign=loading)[A post shared by Crocs Shoes (@crocs)](https://www.instagram.com/reel/Db-y66uxDHq/?utm_source=ig_embed&utm_campaign=loading) “We had an awesome day shooting in the Crocs office—we shot in their real HQ,” Callen creative directors Brett Beaty and Ryan Raab tell Muse. “It added some nice meta realism and production value.” “As our director pointed out, it would be tough to find a location that read as nicely as a modern, hip office. And things like the massive Crocs logo in the atrium would’ve been costly to build.” The cast features a mix of professional improv actors and Crocs staffers. The latter “sent in audition tapes like any regular casting call,” per Beatty and Raab. “There was some real quality on-camera talent, and we ended up including everyone who came out in the shoot. We had a super-ambitious shoot, capturing nine full episodes in a single day.” ![](https://cdn.musebyclios.com/wp-content/uploads/2026/08/14092141/CROC-2-1.jpeg)Now, making that many eps might sound excessive. How much cutesy croc can humanity stomach? Still, mascots don’t take hold overnight. So in this case, more might be more in terms of establishing Niles in the consumer consciousness. As System1 SVP of marketing Vanessa Chin noted in a [recent Muse column](https://musebyclios.com/musings/dont-rush-to-judge-liberty-biberty-the-data-says-wait/), “brand characters drive high attention. That said, they need time to wear in, build familiarity and develop audience fondness.” What’s more, “Brands often judge new characters on their first-year performance and abandon it after only 12-18 months. This is before the compounding magic starts to kick in. Ad performance improves as fluent devices age.” So, a long-haul approach seems wise. If nothing else, Niles is already more relatable than [these Croc-lovin’ mannequins](https://musebyclios.com/fashion-and-beauty/mannequins-party-hearty-in-crocs/). **Related:** [*Why Brand Mascots Are Hotter Than Ever*](https://musebyclios.com/advertising/why-brand-mascots-are-hotter-than-ever/) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Callen, Crocs **Sections:** Trending --- ### [The Biggest Misconceptions About Working in Production](https://musebyclios.com/clio-awards/the-biggest-misconceptions-about-working-in-production/) **Published:** August 17, 2026 **Author:** Luz Corona **Content:** The Clio Awards have long celebrated the industry’s most awarded work and the organizations behind it. With the launch of the inaugural [Global Talent Rankings](https://clios.com/the-clio-awards/global-talent-rankings/#tab-container), that recognition now extends to the individuals whose creativity, leadership and collaboration brought those achievements to life. Based on the official individual credits submitted with winning 2026 Clio Awards entries, the rankings recognize top-performing talent across five global regions and seven disciplines. To commemorate the occasion, Muse asked a few of the ranked creatives in production: What is the single biggest misconception about your discipline? The following has been lightly edited for length and clarity. **It’s a life of glamour** My family thinks I live a glamorous life, flying around the world, staying at nice hotels, eating unlimited snacks. What they don’t see are the constantly updated spreadsheets, the putting out of fires, the last minute changes, the late nights in the sprint between tech scouts to shoot day. All of it worth it in the end, but definitely not glamorous. *[Nina Xoomsai, Senior Producer, BBDO Chicago](https://clios.com/global-talent-rankings/north-america/#tab-container)* **Producers are problem solvers at best** People think production is about making things happen. I believe it’s about making the impossible happen without anyone ever noticing how impossible it was. It’s about protecting an idea from every obstacle that tries to change it, finding opportunity in every limitation and turning uncertainty into confidence. By the time the people see the work, they shouldn’t see the compromises. They should only feel the magic. *[Shereen Mostafa, Head of Production, Publicis Communications UAE](https://clios.com/global-talent-rankings/middle-east-africa/#tab-container)* **The bigger the budget, the better the work** \[People think\] that you need a huge budget to produce great commercials. Some of the best work we do is when we’re under pressure and are forced to be creative to find solutions. Typically, this results in the brilliant and the unexpected. *[Luke Pidgeon, Senior Integrated Producer, Ogilvy Singapore](https://clios.com/global-talent-rankings/asia-pacific/#tab-container)* Producers aren’t just here to execute the idea—we’re here to help shape it! If there’s a million-dollar idea with a $100,000 budget, let us roll up our sleeves and figure it out with you. I’m a firm believer that the best work happens when we challenge constraints and instead of letting them define what’s possible. *[Natalie Pomagier, Senior Content Producer, BBDO Chicago](https://clios.com/global-talent-rankings/north-america/#tab-container)* **The director gets the final say** I think the biggest misconception about directing is that you come in with your vision and everyone else follows it. In advertising, the creatives, client and director all have slightly different versions of the idea in their heads. A director’s job is to understand all of those perspectives and turn them into one cohesive piece of work. That takes trust and knowing when to push, when to listen and sometimes when to just shoot something and let people see it for themselves. *[Flynn Drew, Director, BBDO Chicago](https://clios.com/global-talent-rankings/north-america/#tab-container)* **Related:** *[The Biggest Misconceptions About These Roles in Advertising](https://musebyclios.com/clio-awards/the-biggest-misconceptions-about-these-roles-in-advertising/)* ![author avatar](https://secure.gravatar.com/avatar/6b6bfb2f77a71b59d600c283859735f5d62b2631c0b7c29a530b306cb0abde04?s=300&d=mm&r=g) Luz Corona [See Full Bio](https://musebyclios.com/author/luzcorona/) [ ](https://musebyclios.com/author/luzcorona/) **Categories:** Clio Awards **Tags:** agencies, Clio Awards, Creative **Sections:** Entertainment, Trending --- ### [Shear Absurdity: K18's Huge NYC Hairball Tops the Week's Best Ads](https://musebyclios.com/advertising/shear-absurdity-k18s-huge-hairball-tops-the-weeks-best-ads/) **Published:** August 13, 2026 **Author:** David Gianatasio **Content:** Our Top 5 ads of the week, ranked by the Clios’ staff… ### Bestie: Here’s the Story Behind That Giant Hairball K18 Rolled Around NYC No need to comb the streets seeking new experiences when K18’s 10-foot-tall hairball could zip by at any minute. Even world-weary New Yorkers stopped, stared and shared footage of the thing—packing 161 BILLION strands!—as it rolled to Sephora in the Meatpacking District. Big hair-doings from Uncommon Creative Studio. [Read More](https://musebyclios.com/health/heres-the-story-behind-k18s-giant-hairball-thats-been-rolling-around-nyc/) > [View this post on Instagram](https://www.instagram.com/reel/Db6O9rIJPha/?utm_source=ig_embed&utm_campaign=loading)[A post shared by Myles Toe (@myles\_toe)](https://www.instagram.com/reel/Db6O9rIJPha/?utm_source=ig_embed&utm_campaign=loading) ### 2. Confused.com’s Precocious Puppets Will Have You ‘Laughing Til the Cows Come Home’ This stop-motion goodness from Leo U.K. and BlinkInk boasts sharp scripts with a cynical edge as they skewer English idioms. Yes, the early bird gets the worm. But imagine how the latter feels. [Read More](https://musebyclios.com/advertising/confused-coms-precocious-puppets-will-have-you-laughing-til-the-cows-come-home/) ### 3. TIE – Bathroom Humor: Liquid Death Looks Out for No. 2 You could win a “Buttler” for your very own home. Can you guess what he likes to clean? The work hypes Goodwipes damp t.p. scented with Liquid Death’s sCREAM Soda flavor. Puts the ass in classy. [Read More](https://musebyclios.com/advertising/bathroom-humor-liquid-death-looks-out-for-no-2/) ### 3. TIE – Kalshi Explains Itself—and Serves the World’s Longest Sandwich They supersized it. Agency Es Muy Good, MJZ director Tom Kuntz and DOP Hoyte van Hoytema created a submarine sandwich that feeds hundreds (maybe thousands) and snakes up a tree. [Read More](https://musebyclios.com/advertising/kalshi-explains-itself-and-serves-the-worlds-longest-sandwich/) ### 3. TIE – Samaritans Ireland Asks the Public to Donate Their Voicemails to Help Save Lives Messages of hope need space to be heard. So, Droga5 let the public know that Samaritans are ready to help 24/7/365. Bold OOH and social posts asked folks to put the charity’s info on their outgoing voicemails. [Read More](https://musebyclios.com/health/samaritans-ireland-asks-the-public-to-donate-their-voicemails-to-help-save-lives/) > [View this post on Instagram](https://www.instagram.com/reel/DbLSvEet2l4/?utm_source=ig_embed&utm_campaign=loading)[A post shared by Samaritans Ireland (@samaritansirl)](https://www.instagram.com/reel/DbLSvEet2l4/?utm_source=ig_embed&utm_campaign=loading) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Confused.com, K18, Kalshi, Liquid Death, samaritans **Sections:** Trending --- ### [How IYO’s Isaac Yowman Became a Master of Sound and Vision](https://musebyclios.com/2-minutes-with/how-iyos-isaac-yowman-became-a-master-of-sound-and-vision/) **Published:** August 15, 2026 **Author:** David Gianatasio **Content:** Isaac Yowman’s love for compelling narratives and music—the main drivers of his long and varied career—inform a short film that celebrates Andre Johnson, the first Houston Texans player inducted into the Pro Football Hall of Fame. Yowman served as director and the project boasts cameos by rappers Slim Thug, Lil’ Keke and Z-Rois, a nod to Isaac’s days as a Grammy-nominated songwriter and producer. “Music taught me rhythm, emotion and how to make people feel something. Directing simply expanded the canvas,” [Yowman](https://www.linkedin.com/in/isaac-yowman-9a551262/), founder and CD of production house IYO Visuals, tells Muse. “Whether I’m producing a song or directing a film, I’m still orchestrating emotion and storytelling.” Now, [“Iconic | AJ 80 Hall of Fame”](https://iyovisuals.com/iconic-aj-80-texans) is a finalist for a 2026 Lone Star Sports Emmy Award. The ceremony takes place on Aug. 24 in Dallas. Through the years, Yowman has collaborated with a dizzying array of pop-culture titans, including Beyoncé, Megan Thee Stallion, the NBA, the NFL, Marvel, Netflix, Coca-Cola, PepsiCo and McDonald’s. Some notable projects include [“All Screwed Up” ](https://allscrewedup.com/)(now being expanded into a feature at Sony), the NAACP Image Award-nominated documentary [“Memory Builds the Monument” ](https://www.youtube.com/watch?v=Z40CkifsR24)and the Tribeca-recognized Adidas film [“Rides & Hides.”](https://iyovisuals.com/rideshides) We spent a few minutes with Isaac to learn more about his background, inspirations and creative approach. ### Where did you grow up, where do you live now, and how do the two compare? I was born and raised in Houston. And after spending time living in Florida, Atlanta, New York and Los Angeles, I found my way back home. Houston has changed dramatically. It used to feel like a city people overlooked. Now it’s a destination full of transplants, culture and opportunity. It’s still got that underdog spirit, but the rest of the world is finally paying attention. ### Was there an “a-ha” moment in your life that made you realize what you wanted to do? I knew before I was 10 that I wanted to create for a living. At first, I wanted to be an artist, but by my teens producing and songwriting became my lane. Pharrell, Timbaland, Swizz Beatz and Ryan Leslie showed me that creativity didn’t have to fit in one box. Ironically, they’ve all expanded into film, technology and entrepreneurship. So, looking back, they gave me permission to think bigger than music. ### What is a creative hill you will die on? Honestly, I’m not dying on any hill. The best ideas usually come from collaboration. I believe confidence is knowing when to lead, but wisdom is knowing when someone else’s idea makes yours better. Creativity isn’t about protecting your ego. It’s about serving the work. ### What is the best career advice you actually followed? Never stop being a student. The moment you think you’ve mastered your craft is usually the moment you stop growing. Curiosity has taken me further than talent ever could. ### What is a source of inspiration you return to constantly? Nature. Hiking or simply being outdoors in stillness helps quiet the noise. That’s where I reconnect with God, with myself and with the bigger picture. Every time I unplug from the world, I come back with more clarity than when I left. ### Talk about how your music career evolved into a directing career. Pro Tools looks a lot like Premiere Pro. Editing a film or a commercial is very similar to editing and producing a song. The tools changed, but the mission never did. This year marks 15 years of IYO Visuals, and it’s been incredible to evolve from making records to telling stories for some of the world’s biggest brands and audiences while anchoring it in my passion of audio. ### Tell us about “Iconic | AJ 80 Hall of Fame.” How did the project come together? What challenges did you face? My goal wasn’t to retell Andre Johnson’s career. Everyone already knows what he accomplished on the field. I wanted to capture the transition from football legend to Hall of Famer through the eyes of the people who know and respect him most. Andre is incredibly humble, so the challenge was creating something that felt as authentic and understated as he is. Thankfully, the final piece stayed true to that vision and resonated with the Sports Emmy committee. ### What is your favorite film, and what did it teach you? *Sinners* might sound like the obvious answer right now, but it genuinely moved me. Along with *They Cloned Tyrone*, it reminded me that great films can entertain while still asking difficult questions about history, identity, and systemic trauma. That’s the kind of storytelling I aspire to create; films that stay with you long after the credits roll and become conversations. ### Who is your favorite director, and what have you learned from their work? Right now it’s Ryan Coogler and Juel Taylor. I love how they balance depth with accessibility. Their films have something meaningful to say, but they’re never on the nose—they’re entertaining first. Beyond their work, they also come across as people who lead with humility, and I respect that just as much as their filmmaking. Off camera, They feel like folks I’d genuinely vibe with. ### You have two minutes with the entire industry. What is your hot take? I don’t need two minutes, just two sentences. Executives: Invest in new voices before they become obvious bets. Creators: stop chasing logos and start chasing legacy. The strongest brands aren’t built by borrowing someone else’s spotlight, they’re built by becoming impossible to ignore. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:amy.corr@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** 2 Minutes With **Tags:** IYO Visuals, NFL **Sections:** Community Voices, Entertainment --- ### [Meet the Top-Ranked Global Creative Talent of 2026](https://musebyclios.com/clio-awards/meet-the-top-ranked-global-creative-talent-of-2026/) **Published:** August 13, 2026 **Author:** Luz Corona **Content:** To mark the next evolution of how the Clios celebrate creative excellence, the Clio Awards has launched its inaugural [Global Talent Rankings](https://clios.com/the-clio-awards/entry-information/global-talent-rankings/#tab-container). While the Clios have long recognized the industry’s most awarded work and the organizations behind such efforts, this initiative shines a spotlight on the individuals whose contributions brought those ideas to life. Based on the official individual credits submitted with winning 2026 Clio Awards entries, the rankings recognize top-performing talent across five global regions and seven disciplines: Account & Client Services, Creative, Marketing, Ones to Watch, Production, PR & Communications and Strategy. To view the top-ranked global creative talent of 2026, check out the winners by region below. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/08/13131914/Europe_Muse.jpg)To explore Europe’s leading creative talent, [click here.](https://clios.com/global-talent-rankings/entry-information/europe/#tab-container) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/08/13131939/MEAfrica_Muse.jpg)To explore leading creative talent across the Middle East and Africa, [click here](https://clios.com/global-talent-rankings/entry-information/middle-east-africa/#tab-container). ![](https://cdn.musebyclios.com/wp-content/uploads/2026/08/13131959/Asia-pacific_Muse.jpg)To explore leading creative talent across the Asia-Pacific region, [click here](https://clios.com/global-talent-rankings/entry-information/asia-pacific/#tab-container). ![](https://cdn.musebyclios.com/wp-content/uploads/2026/08/13132018/Latin-America_Muse-1536x864-1.jpg)To explore leading creative talent across Latin America, [click here](https://clios.com/global-talent-rankings/entry-information/latin-america/#tab-container). ![](https://cdn.musebyclios.com/wp-content/uploads/2026/08/13132036/North-America_Muse-1536x864-1.jpg)To explore North America’s leading creative talent, [click here](https://clios.com/global-talent-rankings/entry-information/north-america/#tab-container). ![author avatar](https://secure.gravatar.com/avatar/6b6bfb2f77a71b59d600c283859735f5d62b2631c0b7c29a530b306cb0abde04?s=300&d=mm&r=g) Luz Corona [See Full Bio](https://musebyclios.com/author/luzcorona/) [ ](https://musebyclios.com/author/luzcorona/) **Categories:** Clio Awards **Tags:** agencies, Creative **Sections:** Entertainment, The Clios --- ### [Bathroom Humor: Liquid Death Looks Out for No. 2](https://musebyclios.com/advertising/bathroom-humor-liquid-death-looks-out-for-no-2/) **Published:** August 11, 2026 **Author:** David Gianatasio **Content:** In a collaboration dropping today, Liquid Death displays the level of class and refinement we’ve come to expect from the brand. Translation: The canned water kingpins flush decorum down the toilet. Here’s the poop: Goodwipes will offer moist t.p. scented with Liquid Death’s sCREAM Soda flavor. To celebrate, the pair devised a [“Buttler Sweepstakes.”](http://goodwipes.com/buttler) Note the spelling. That’s because this particular fully-trained, live-in, tuxedoed servile dude will come to your home and wipe up … that which offends. But not really. Just watch the clip: Presumably, that’s the first commercial to open with a loud bowel movement. (If there’s another, we do NOT wanna know!) “Going into filming, I had a hunch that our Buttler was going to stay in character during the shoot, and I was pleasantly unsurprised by the fact that he did for most of the day,” Liquid Death VP of creative Andy Pearson tells Muse. “He had a Mr. Belvedere quality to him. And I think everyone left wishing they could have their own encouraging Buttler at home, too.” Pearson directed the spot, which he developed with the brand’s Death Machine creative team. From Goodwipes’ point of view, ” The absurdity of a Buttler has a new level of stopping power to grab digital attention. While the vanilla scent delivers on a high-demand personal care product profile,” says SVP of marketing Meredith Diehn. “With this partnership, we wanted to take things up a notch from our typical glamour meets humor approach to cast a wider net and capture the hearts and minds of Liquid Death consumers.” Hearts, minds … and regions below. Yech. The flushable wipes will launch exclusively at 4,000 Walmart stores nationwide, available through Jan. 2027. **Related:** [*“MrBeast Buys ‘the World’s Most Dangerous Biker Bar’ for Liquid Death”*](https://musebyclios.com/advertising/mrbeast-buys-the-worlds-most-dangerous-biker-bar-for-liquid-death/) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** goodwipes, Liquid Death **Sections:** Trending --- ### [How Serendipity Led Paul Weaver to Merge 2 Career Paths: Cannabis and Beverages](https://musebyclios.com/2-minutes-with/how-serendipity-led-paul-weaver-to-merge-2-career-paths-cannabis-and-beverages/) **Published:** August 17, 2026 **Author:** Shahnaz Mahmud **Content:** [Paul](https://www.linkedin.com/in/paulrjweaver/) views cannabis as a force for good in the world and dedicates his career to bringing high-quality products to new consumers in a safe, friendly and consistent manner. He is a product developer with over a decade of experience across both the alcohol and cannabis industries. Currently, Paul leads The Boston Beer Company’s Canadian cannabis division. In 2022, Boston Beer launched TeaPot, a line of THC-infused iced teas. We spent a few minutes with Paul to learn more about his background, inspirations and how he feels about the normalization of cannabis. ### Where did you grow up and where do you live now? I’m an Arizona kid. I grew up in Mesa, went to Arizona State University, and I am a lifelong [Phoenix](https://en.wikipedia.org/wiki/Phoenix_Suns) sports fan. I moved to Toronto in 2011 to pursue career opportunities. An unequivocally legal cannabis market, Canada is home to me now. ### How did you first get interested in cannabis? Growing up in Arizona, pot was incredibly taboo. But moving to Canada changed my perspective on cannabis consumption, and I found myself becoming a passionate advocate for access. In 2017, I was working for a Canadian beer company and it was clear that marijuana was to become a federally legalized category. I took the chance to pursue cannabis and never looked back. ### How did you cross over into cannabis from the drinks space? In many ways it is serendipity. I started in the beverage industry, made the leap into the burgeoning cannabis category and eventually merged my two career paths into making cannabis beverages. Boston Beer already had the reputation as one of the most innovative beverage companies in the world. So, it was no surprise they were just as passionate about this opportunity as I was. ### What’s a recent project you’re proud of? Our flagship product line is [TeaPot](https://www.cannabisbusinesstimes.com/business-issues-benchmarks/canadian-cannabis-market/news/15693064/the-boston-beer-company-introduces-teapot-a-new-line-of-cannabis-infused-iced-teas), a line of non-carbonated [THC](https://en.wikipedia.org/wiki/Tetrahydrocannabinol)-infused iced teas. TeaPot’s brand purpose is to de-stigmatize the category and make cannabis consumption a joyous, communal experience. In June, we launched a campaign dubbed “Take Your Mom to the Dispensary Day.” TeaPot declared the Saturday before Mother’s Day a promotional holiday to promote education and shared consumption across generations. We activated the promotion across digital, social, PR and retail. We can’t wait to celebrate TYMTTDD every year. ### Describe the biggest challenge cannabis marketers face today, and how to approach it. Cannabis faces similar marketing restrictions as [Big Tobacco ](https://en.wikipedia.org/wiki/Big_Tobacco)but without the legacy brand awareness. Paid media and above-the-line marketing is tightly restricted, which leaves the toolbox pretty scarce. Ultimately, product quality largely has to speak for itself, with word of mouth driving that awareness. But an important lever is the relationship we have with our [budtenders](https://en.wikipedia.org/wiki/Budtender), the clerks. Many consumers don’t know what they want when they enter a dispensary and seek guidance from the store staff. TeaPot makes a tremendous effort keeping budtenders informed and engaged with our brand. They are invaluable partners in our continued success. ### What’s one thing about how the cannabis industry is evolving that you’re excited about? The continued normalization of cannabis as part of our ambient lives. We forget just a few short years ago how taboo the notion of “legal weed” was. And now in 2026, roughly 75 percent of Americans have state-level legal access to some form of cannabis. We’re way past the tipping point and it’s becoming just like any CPG category. ### How are you building a brand and a category at the same time? Awareness of THC drinks is surprisingly small, which means we have the chance for TeaPot to become synonymous with the category. Success ultimately requires the discipline of constant education. Every time we talk about TeaPot we start with the assumption the person on the other side has never consumed cannabis before in their lives. ### What would you be doing if you weren’t working in the cannabis industry? Honestly, I’d still work for a beer company. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:amy.corr@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With **Tags:** Boston Beer Company **Sections:** Community Voices --- ### [From In-Flight to Blind Box: Turning Porter's 'Little Things' Into Keepsakes](https://musebyclios.com/musings/from-in-flight-to-blind-box-making-porters-little-things-tangible/) **Published:** August 13, 2026 **Author:** David Gianatasio **Content:** For 20 years, Porter has built a loyal following by paying attention to the little things that make flying enjoyable. These include genuine hospitality. No middle seats. Complimentary drinks served in real glassware. Plus moments of charm—like Mr. Porter, the brand’s raccoon mascot, popping up in unexpected places. These are the things people talk about when they describe flying Porter. Nobody told passengers to notice them; they just do. That insight is at the heart of “The Little Things,” the brand platform we created with Porter and introduced in 2025. For the 20th birthday, we wanted to find a way for some of those small moments of joy to live beyond the flight itself. That became “The Little Things Blind Boxes.” There’s Mr. Porter. The De Havilland Dash 8-400 plane that has been part of the fleet since day one. The Embraer E195-E2 that has taken Porter to new destinations in recent years. A drink served in a real glass. And a little piece of luggage ready for a special trip. Together, the five limited-edition collectibles let fans carry a piece of the Porter experience with them. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/08/13134740/porter-2.jpeg)A cultural phenomenon, [each Blind Box](https://www.flyporter.com/en_ca/porter-20th-birthday) contains a sealed foil bag to be opened after purchase to reveal the collectable inside. The format of a surprise reveal is a little moment of joy in itself. And there is a one-in-500 chance to find something bigger—a Golden Porter Pass, good for 20 free flights to any Porter destination. The Pass might reach someone who has never flown with us and finds out firsthand what we’ve been describing. Or, for the passengers who’ve been with us since 2006, it’s a thank you. As we brought the collection to life, some of the smallest decisions became the most important. Mr. Porter’s stir stick wasn’t part of the original Little Drink design. Once we added it, the piece suddenly felt unmistakably Porter. It’s a tiny detail, but that’s exactly the point. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/08/13134757/porter-3.jpeg)The stickers were another surprise. They started as a small accompaniment to Little Luggage but ended up giving people a way to personalize it and mark their own journeys with Porter. We were just as deliberate about what we left out. The 2×2 seat was one of the hardest calls. No middle seat is one of the most loved things about flying Porter—but we realized some things don’t translate to souvenirs. Such seating suggests your daughter resting her head on your shoulder, two friends looking at their DMs together or simply having a little more space with the person beside you. Turning that into an object would have lost what made it special. That became an important creative filter. The things we chose had to retain the personality of the Porter experience even after they left the aircraft. For me, that’s what The Little Things Blind Boxes are ultimately about. They build on a brand platform rooted in details people already notice, remember and love, and give those details a new place to live beyond the flight. **Related:** *[Southwest Recreates an Airport in the Great Outdoors for a Regional Big Game Flight](https://musebyclios.com/super-bowl/southwest-recreates-an-airport-in-the-great-outdoors-for-regional-sb-spot/)* ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings **Tags:** porter airlines **Sections:** Community Voices --- ### [Google Pixel Eliminates Digital Distractions—Even In-Game Updates From Steph Curry](https://musebyclios.com/advertising/google-pixel-eliminates-digital-distractions-even-hoop-updates-from-steph-curry/) **Published:** August 12, 2026 **Author:** David Gianatasio **Content:** Steph Curry’s starred in countless highlight reels through the years. But he can’t pass muster with Google Pixel’s HiLight feature, as we learn in ads that break today. Available on Pixel 11 phones, the handset’s HiLight LED alerts users when favorite contacts reach out. Communications from non-faves simply have to wait, eliminating unwanted interruptions from the unfiltered interwebs. In the clip below, Curry personifies one familiar digital distraction. He dribbles up to a restaurant window, announcing: “Live update! Game 2 is heading into overtime!” Two diners engaged in conversation appear not to hear what says. Dozens of other folks spouting hackneyed iSpeak also fail to catch their attention. “I like your vacation photos! I like your cat photos!” one proclaims. “Hey! I sent you a friend request! We have two friends in common!” another screams. “Local resident, donate to my campaign?” pleads a politician with plastic hair. It’s amusing and instantly relatable, a lively Apple-style demo hyping HiLight’s real-world utility. MJZ director [Craig Gillespie](https://mjz.com/directors/craig-gillespie/commercials/) captures a believable sense of calm-inside-the-storm, balancing loud humor with quieter moments inside the eatery. Those are all real actors, btw. No AI peeps to add further disruption. “This spot comes at a time when consumers are experiencing growing digital overwhelm and are actively seeking purpose, setting boundaries and redefining their relationship with technology,” a rep tells Muse. “The campaign showcases how Pixel 11 serves as the ultimate solution to helping users stay connected to what matters while maintaining a healthy balance with tech.” Developed in-house, the campaign will run globally across broadcast, OLV and social, with retail extensions in the mix. **Related:** [*Google Pixel 10 Says: Don’t Be Wicked at the Cinema*](https://musebyclios.com/film-tv/google-pixel-10-says-dont-be-wicked-at-the-cinema/) **CREDITS** Production Co: MJZ Director: Craig Gillespie with pickup support from Nick Ball, Rocky Morton & Miles Gillespie Editorial: Stay True Films POST/VFX: Shepherd VFX Color Grade: Royal Muster Sound Design: Field Day Music: Good Ear Music Supervision Audio Post: Field Day Song: “Good Thing” by Role Model ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Google **Sections:** Entertainment, Trending --- ### [Plot's Megan Duong Says Tags Don't Tell the Whole Story](https://musebyclios.com/2-minutes-with/plots-megan-duong-says-tags-dont-tell-the-whole-story/) **Published:** August 10, 2026 **Author:** David Gianatasio **Content:** Some companies only follow consumer conversations in which they’re tagged. That’s so 2016. These days, every corner of social’s abuzz with chatter and product mentions 24/7/365. That’s especially true for online video. In this hyper-charged environment, tags are certainly helpful. But brands that rely on them exclusively to gauge the ever-shifting marketplace are almost certainly missing out. Enter Plot, an AI video intelligence platform that helps companies dive deeper. “Most consumer conversations happen without tagging a brand,” Plot co-founder and CEO Megan Duong tells Muse. “We capture both tagged and untagged video. Then we use AI to turn millions of videos into research, creator discovery, campaign measurement and community insights.” [Duong](https://www.linkedin.com/in/meganduong/) helped launch Plot four years ago. Earlier, she held key posts at Sweater Story, Gap and Apple. We spent a few minutes with Megan to learn more about her background, inspirations and Plot’s capabilities. ### Where did you grow up, where do you live now, and how do the two compare? I grew up in San Jose, Calif., and now I live in New York City. They’re complete opposites in the best way. San Jose gave me a front row seat on innovation, I grew up surrounded by startups and people building ambitious companies. New York has a different kind of energy. It’s incredibly creative, fashionable and full of people building things across every industry, whether that’s tech, fashion, music, media or food. Was there an “a-ha” moment in your life that made you realize what you wanted to do? In college I took a class where we had to come up with a startup idea, build the pitch and present it. I absolutely loved it. We ended up winning the competition. I loved creating ideas, telling stories and marketing them. Looking back, it makes perfect sense that I eventually started a company. ### What’s the best career advice you actually followed? My dad always told me, “Find work you love, otherwise it’ll feel like you’re in jail.” It’s simple, but it’s shaped almost every career decision I’ve made. Building a company is hard enough, so you have to genuinely love what you’re building or it’s impossible to sustain. ### What’s a source of inspiration you return to constantly? My parents and my aunts. They came to America from Vietnam with almost nothing—no English, no money, no network—and built incredible businesses from scratch. I often think about what they had to overcome. It puts everything into perspective. If they could build a life from that starting point, I really don’t have much to complain about! You can always build something from nothing. ### What types of businesses should engage Plot? Any business that actively has a presence on social media and wants to better understand consumer behavior and trends. Our customers range from beauty and retail brands to financial services companies, including Fenty Beauty, Visa, Benefit Cosmetics, Lululemon and Canva. ### Can you give us an example of how it works? For one beverage brand, we ran a deep dive using Plot’s Analyst agent on “soda hacks” and found an interesting trend: People were adding protein to their sodas and drinks. We saw the behavior starting to take off on social before it became a bigger consumer trend. That insight ended up helping inform what the brand built next, which was a “protein soda drink,” turning something people were already doing organically into a new beverage innovation. ### What’s overrated in marketing right now? AI-generated influencers and AI UGC. People in tech are far more excited about it than brands are. Marketing is built on trust and authenticity, and it’s hard to build either when the person using your product doesn’t exist. AI is incredible for helping marketers work faster, analyze data and create better ideas. I just don’t think replacing real people with fake ones is where consumer brands are headed. How am I supposed to buy skincare from someone who’s not real? Hard no. ### Is there a mentor who helped you navigate the industry? Dara Treseder. She was my boss at two different companies before becoming CMO at Autodesk, and she had a huge influence on how I think about marketing and being scrappy to build something. ### What would you be doing if you weren’t in marketing? I’d still be building something. I don’t think entrepreneurship is tied to one industry. I genuinely love finding problems, figuring out solutions, and convincing people those solutions should exist. If it wasn’t marketing tech, it’d probably be another company in a completely different space. ### You’ve got 2 minutes with the industry… what’s your hot take? Brands spend a lot of time chasing the next viral moment, when they should be investing in the people who consistently show up for them. I’d rather work with hundreds of smaller creators who genuinely love a brand than put my entire budget behind one celebrity partnership and hope it goes viral. Communities compound. Superfans become repeat customers, creators, advocates and word-of-mouth marketers. That’s a much more durable strategy than betting everything on one big moment. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:amy.corr@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** 2 Minutes With **Tags:** Plot **Sections:** Community Voices --- ### [Major League Soccer Enters a New Era of Leadership](https://musebyclios.com/sports/major-league-soccer-enters-a-new-era-of-leadership/) **Published:** August 13, 2026 **Author:** Shahnaz Mahmud **Content:** [Major League Soccer](https://www.mlssoccer.com/) is entering a new era of leadership, and now it must decide how the league wants to be branded on the pitch, in culture and beyond. MLS held a press conference on Aug. 4, with [commissioner Don Garber ](https://en.wikipedia.org/wiki/Don_Garber)handing over the reins to[ LAFC ](https://www.lafc.com/)owner [Larry Berg](https://en.wikipedia.org/wiki/Larry_Berg). The move came shortly after the finish of the [2026 FIFA World Cup](https://en.wikipedia.org/wiki/2026_FIFA_World_Cup). In the tournament’s aftermath, fan excitement surged across North America. MLS reaped the rewards in the form of [more ticket sales across its 30 franchises, as well in TV ratings](https://www.reuters.com/sports/soccer/world-cup-lifts-mls-ticket-sales-ratings-garber-says-2026-07-29/). ![](https://cdn.musebyclios.com/wp-content/uploads/2026/08/12111333/MLS-Press-Conference-Berg-Appointment.jpeg)Berg assumes the mantle officially in 2027. Commissioner Garber, who now elevates to chairman, emphasized that during his tenure, MLS built a soccer nation. This was evidenced by the show of support from U.S. fans this summer during the World Cup. Critics [say](https://abc7ny.com/post/soccer-fans-are-years-world-cup-us-isnt-nation-new-poll-finds/19435871/) the U.S. is not quite there yet. Indeed, the spectacle did much to stir the soccer masses. [FIFA](https://en.wikipedia.org/wiki/FIFA) [data](https://inside.fifa.com/organisation/media-releases/packed-stadiums-record-digital-reach-world-cup-2026-numbers-unprecedented-scale) says the tourney reached “unprecedented scale” and [Time Magazine](https://en.wikipedia.org/wiki/Time_(magazine)) [said](https://time.com/article/2026/07/19/2026-world-cup-proved-america-can-still-do-big-things/) it was one of the “biggest global events in human history.” “We have seen what took place this past summer where the world came to our country to take advantage of—and experience—all the things we have done—to build what was the excitement around the most incredible World Cup in the history of the sport,” says Garber. “There couldn’t be a better time for someone to take it from here. We love that tagline our marketing folks created” \[That would be [“Thanks World, We’ll Take It From Here.”](https://musebyclios.com/sports/mls-invites-fans-across-usa-to-celebrate-following-world-cup-summer/)\] But Garber noted that while it’s important to reflect on MLS’ achievements, “It really is about the future—the future path that will be guided by new leadership.” Berg becomes the third commissioner of MLS. He’s been a passionate fan since childhood, a big selling point in his bid for the top job. And he is unfailingly optimistic for MLS’ next chapter. Berg points to what transpired during this summer’s tournament, noting that millions of people across North America experienced the passion of the world’s game firsthand. “They fell in love with the drama, the atmosphere and the emotion that makes soccer unlike anything else,” he says. The “extraordinary opportunity” now lies with those individuals who experienced their first meaningful introduction to the global game. “The question is what we do at this moment,” he says. “Our responsibility now is to make sure that people who discover our league today become supporters for life. That means strengthening the connection between our clubs and our communities, creating unforgettable experiences for fans and making sure the excitement generated this summer becomes lasting momentum for Major League Soccer.” ![](https://cdn.musebyclios.com/wp-content/uploads/2026/08/12111426/Larry-Berg.jpeg)Berg’s first job is to spend time with owners, players, coaches, fans, league staff, leaders throughout the soccer community—and commercial partners. “Every one of them has ideas that can help shape our future,” he says. One area of importance is to continue to build the MLS brand through media partnerships. The league signed a 10-year deal with Apple TV in 2023, which includes coverage of all MLS matches, the[ Leagues Cup](https://en.wikipedia.org/wiki/Leagues_Cup)—an annual competition between MLS clubs and [Liga MX](https://en.wikipedia.org/wiki/Liga_MX) from Mexico—as well [MLS Next ](https://en.wikipedia.org/wiki/MLS_Next)and [MLS Next Pro ](https://en.wikipedia.org/wiki/MLS_Next_Pro)matches, in-studio programming and other video content. During the World Cup, the league launched [four docuseries](https://www.mlssoccer.com/news/mls-launches-four-original-series-to-showcase-player-and-club-storytelling-ahead-of-2026-fifa-world-cup) that streamed on Apple TV, Amazon, Fox and Tubi. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/08/12111449/Apple-MLS-Season-Pass-Apple-TV-Timothy-Tillman.jpeg)“It’s about finding media partners who want to co-create the future with us,” Berg says. “It’s about ‘what’s interesting to them is interesting to us.’ How do we change certain things to their benefit.” One example he gave is introducing media who are unfamiliar with the Leagues Cup, which has existed since 2019. And of course, MLS’s ambitions are to create a better product on the field. This won’t be guided by promotion and relegation. Across global soccer, the U.S. is among just a handful of countries that doesn’t utilize the [merit-based system](https://en.wikipedia.org/wiki/Promotion_and_relegation)—that often gives fans high-stakes drama on the pitch. “I have had the opportunity and experience in investing in a few clubs in Europe,” Berg says. “I don’t think it’s a great way to build a league, or to get stadiums and training facilities built. It isn’t appropriate for our league—I think Don said before: ‘never say never,’ but I don’t see it happening anytime soon.” [Michael Bradley](https://en.wikipedia.org/wiki/Michael_Bradley_(soccer)), head coach of the [New York Red Bulls](https://www.newyorkredbulls.com/tickets/singles?utm_source=google&utm_medium=paid&utm_campaign=brand&gad_source=1&gad_campaignid=22167714861&gbraid=0AAAAAohCLBuebQsaSuuwFmqXxib1XpLeK&gclid=CjwKCAjws_DTBhB_EiwAXZknGU9i1fMndOpDvAvp9mnQgd2zKTPLK4axxNi0PYBalczan9smEHu8WxoCQR4QAvD_BwE)—and a former [USMNT](https://www.ussoccer.com/teams/usmnt), MLS and international player—supports the ideals that U.S. soccer remains true to its values. “One of the questions I’m always asked is: ‘when will soccer be at the same level as the NBA, the NFL, when will soccer be, like it is in Europe?’ And the answer for me is that we have our own soccer culture—and the culture that we have, we should be proud of,” says Bradley. “Does it need to continue to grow? Absolutely. But the way the game looks in this country—we as a sovereign nation—is going to be different than it is in other places.” “And that’s okay. We should be proud of that. We don’t need to pretend to be something that we’re not.” **Related:** *[How Brands Can Forge Post-World Cup Strategies](https://musebyclios.com/musings/the-world-cup-is-over-now-what-should-brands-do/ "How Brands Can Forge Post-World Cup Strategies")* ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** Sports **Tags:** MLS **Sections:** Entertainment, Trending --- ### [Samaritans Ireland Asks the Public to Donate Their Voicemails to Help Save Lives](https://musebyclios.com/health/samaritans-ireland-asks-the-public-to-donate-their-voicemails-to-help-save-lives/) **Published:** August 7, 2026 **Author:** David Gianatasio **Content:** Often, the most important step to getting help is knowing when and where to find it. But suicide ranks as the leading cause of death among folks aged 18-35 in Ireland, and research by Samaritans showed most people don’t know their mental-health support services are available 24/7/365. So, the charity and Droga5 began getting the word out in digital and IRL spaces with help from celebs like [the Corrs ](https://www.instagram.com/reels/DbLc4HViLim/)and Premier League player Damien Delaney. The work also features stories from survivors and leverages OOH and social media, urging everyday folks to add Samaritans info to their outgoing voicemail messages. “The idea really came from looking at something very ordinary and asking if it could do something more meaningful,” Droga5 Dublin CCO Jen Speirs tells Muse. “In our previous highly effective project with Samaritans, [‘The 26th Minute,’](https://www.dandad.org/work/d-ad-awards-archive/the-26th-minute) we had seen how powerful it can be when you take an everyday behavior and use it to make people pause for a second.” “For this campaign, the problem was very real: People didn’t know that Samaritans were available 24/7. So, Samaritans was seeing fewer calls come in after hours, even though those late-night or early-morning moments can be when people feel most alone. That felt like an important space to step into.” > [View this post on Instagram](https://www.instagram.com/reel/Dbdr-w0tZ3P/?utm_source=ig_embed&utm_campaign=loading)[A post shared by Samaritans Ireland (@samaritansirl)](https://www.instagram.com/reel/Dbdr-w0tZ3P/?utm_source=ig_embed&utm_campaign=loading) Since launching late last month, the work has generated some 560,000 views with zero media spend, a 99.8 new user spike on the Samaritans site. Below, Muse delves deeper into the initiative with Speirs. ### MUSE: Where’d this idea spring from? What was the inspiration? Jen Speirs: We all know what it feels like to call someone and not get an answer, to hear that voicemail kick in and feel that small moment of disconnection. For most of us, thankfully that’s nothing more than a bit frustrating. But for someone who is struggling, that feeling of not being able to reach anyone can be really heavy. So the thought was: what if that voicemail moment could become a reminder that someone is always there to listen? ### Seems like you’re targeting the broadest possible target audience, which makes sense. The audience is literally anyone. Anyone who needs to hear that support is there, and anyone who wants to help someone else hear that it is. Mental health struggles don’t belong to one type of person, one age group or one background. They can touch anyone. So we wanted the campaign to feel open, simple and easy to take part in, whether you were someone who might one day need Samaritans yourself, or someone who wanted to quietly help spread the message for others. ### And voicemail is so ubiquitous, though largely overlooked beyond the obvious utility. Voicemail felt right because it is such a familiar part of how people connect. Particularly in Ireland, where people still make a lot of traditional mobile calls. So instead of asking people to download something, go somewhere or learn something new, we met them in a place they already understood. A voicemail is personal. It is someone’s own voice, on their own phone, speaking to someone who was trying to reach them. That made it feel like a very natural home for a message about listening. ### It’s more immediate than, say, a typical batch of commercials. This message is far too important to risk people not noticing it—so we knew we wanted to show it, not just say it. We obviously didn’t have the budget for a big traditional campaign, so we had to find a different way in. Voicemail gave us something more personal, and it’s a space that hasn’t been used like this before. It’s perfectly targeted, because it lets us get to people in a very real moment, literally when they’re trying to reach another person. The other thing is, beyond the donated media, it was people that gave this idea life. A lot of big sport, music, influencers and radio personalities donated their voicemails, then shared with all their followers that they’d done so and encouraged them to do the same. So it was just so fantastic seeing the idea spread right around the country, with more and more people donating their voicemails to help people know that there’s always, always help if they need it. ### What was the hardest part of putting this together? Probably the responsibility of it. We were asking real people to share stories connected to some of the most difficult moments in their lives, and that isn’t something you can treat like normal campaign material. We worked really closely with Samaritans and with the people who shared their experiences, listening carefully and checking ourselves constantly. ### Did making the campaign change you in any way? It reminded us that this is an issue almost everyone is close to in some way. Maybe they have been through something themselves, maybe they have worried about someone they love, or maybe they have lost someone. That made the work feel very personal for a lot of people on the team. It was not the kind of brief you could keep at arm’s length. You felt the weight of it, but also the privilege of being able to do something useful with it. The strength of this idea is in its simplicity. I mean, changing a voicemail is not a big dramatic act, but in the right context it can reach someone at exactly the right moment. It’s a great reminder that sometimes the most human ideas are the simplest ones. They don’t need to shout. They just need to be there when someone needs them. > [View this post on Instagram](https://www.instagram.com/reel/DbLSvEet2l4/?utm_source=ig_embed&utm_campaign=loading)[A post shared by Samaritans Ireland (@samaritansirl)](https://www.instagram.com/reel/DbLSvEet2l4/?utm_source=ig_embed&utm_campaign=loading) **CREDITS** Agency: Droga 5, part of Accenture Song Creative Director & Concept: Carina Caye Creative Director & Concept: Alex Ingarfield Senior Product Designer: Leah Griffin Group Creative Director: Stephen Rogers Senior Copywriter: Rudhraigh McGrath Group Creative Director: Pieter Konickx Associate Creative Director: Anthony Ortuso Account Director: Aoife Hearne Project Director: Caitriona Coakley Creative Technologist: Elite Sher Head of Production: Jessica Bermingham Producer: Sarah Chadwick Business Affairs Director: Christina McGuckian Business Affairs Manager: Dominique Mulvaney Editor: Adam Kelly Motion Designer: Cris Schmidt Photographer: Eoin Lennon Finished Artist: Louise Quigley Strategist: Ciara Murphy Head of Engagement: Emer Fitzgerald Chief Creative Officer: Jen Speirs Chief Executive Officer: Jimi McGrath Chief Strategy Officer: Emma Sharkey Samaritans Ireland Executive Director: Sarah O’Toole: Communications and Policy Manager: Sarah Stack Policy and Communications Officer: Brian Mannion Partners Chris Doyle and team, Bauer Media Audio Ireland Chris Cashen and team, WPP Media Ireland Priscilla Kotey and team, Warner Music Ireland Emma Kelly and team, Elevate PR Mick Ellis and team, Screen Scene Keith Hughes, KL Studios Dave Beirne and team, Collective Cormac Dillon and team, Mack Studios Colin Maguire and team, The Hot Box Sauna ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Health and Wellness **Tags:** Droga5, Droga5 Dublin, samaritans **Sections:** Lifestyle --- ### [Confused.com's Precocious Puppets Will Have You 'Laughing Til the Cows Come Home'](https://musebyclios.com/advertising/confused-coms-precocious-puppets-will-have-you-laughing-til-the-cows-come-home/) **Published:** August 10, 2026 **Author:** David Gianatasio **Content:** Early birds, cream-lovin’ kitties and a cross cow bust loose in puppet form, channeling English idioms in Leo U.K.’s latest work for Confused.com. This marks another amusing outing from a client-agency team that’s produced consistently cheeky fare designed to illustrate the brand’s ability to help users compare prices for insurance, utilities and more. Here, handcrafted puppets and AI fuse for a trio of fun spots that dropped last week. In each one, a live-action dude uses Confused and gets … big feels. We then cut to puppet narratives reflecting his satisfied state of mind. First, a great quote makes him feel like “The Cat that Got the Cream.” The story shifts to the dairy aisle, where a fussy feline picks up something for dinner: Note the signage. That’s one fishy supermarket. The campaign’s delightfully whimsical-cynical, rocking a jaded worldview that never takes itself too seriously and lets everyone in on the joke. “We explored lots of ways to bring this campaign to life, but kept coming back to one very simple rule: Funny wins,” says agency CCO Andrew Long. “Leaning into these familiar British idioms gave us a relatable way of landing the universal feeling of relief, while the puppets gave us the charm, personality and comic timing needed to make that feeling memorable.” Next, after sorting out his insurance woes through Confused, our hero finds himself “Laughing ’til the Cows Come Home.” We cut to a bonkers bovine with roommate issues: “These characters have so much personality and give us a new way to capture a feeling that people instantly recognize,” says brand CMO Geoff Bull. Finally, an “Early Bird Gets the Worm.” He gleefully mocks his feathered friends waiting in line at the worm shop: “You should’ve set your alarms!” BlinkInk stop motion directors Andy Biddle and Adeena Grubb brought the crafty critters to life. The campaign slots under Confused’s “Feel’s like…” banner, while the brand’s signature [whistling cue](https://musebyclios.com/music/u-k-auto-insurers-ad-is-basically-60-seconds-of-whistling-yay-2/) plays into punchlines at the end of each vignette. Easter eggs abound, including Britcom references (the mad cow, as it were, was based on Mark from [Peep Show](https://en.wikipedia.org/wiki/Peep_Show_(British_TV_series))) and copious cute details (“Live. Laugh. Moo.” Indeed!) Elements will run in the U.K. across TV, BVOD, social and radio. **Related:** [*This Might Be the Most Absurd Insurance Ad Ever*](https://musebyclios.com/advertising/this-might-be-the-most-absurd-insurance-ad-ever/) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Confused.com, Leo U.K. **Sections:** Trending --- ### [Budget Direct's Space Capsule Crashes Your Pool Party](https://musebyclios.com/worldviews/budget-directs-space-capsule-crashes-your-pool-party/) **Published:** August 10, 2026 **Author:** David Gianatasio **Content:** Here are some notable campaigns that broke far and wide in recent weeks, selected by Muse sibling [Ads of the World](http://adsoftheworld.com). ### Budget Direct, ‘Splashdown’ Agency: 303 Budget Direct sends celebrity culture into orbit, then crashes it into a suburban pool party. “Splashdown” follows a glamorous crew of space tourists whose disastrous re-entry turns a backyard gathering into comic chaos. The brand’s familiar insurance sleuths arrive to reassure the homeowners. The satirical spot keeps the “Insurance Solved” platform decidedly unhinged. [Read More](https://www.adsoftheworld.com/campaigns/splashdown) Play ### Destination Canada, ‘See Yourself in Canada’ Agency: Voyager Expedia turns Canadian travel into a guessing game in its latest “See Yourself in Canada” campaign. Playful films follow two women exploring New Brunswick, Kelowna and Prince Edward Island, with vineyards, mountains and coastlines serving as clues. The character-driven approach blends wonder with silliness, making each destination feel discovered rather than simply advertised. [Read More](https://www.adsoftheworld.com/campaigns/see-yourself-in-canada) Play ### Techo Paraguay, ‘Leaving the Land’ Agency: ONIRIA/TBWA Thousands of Paraguayans still live in precarious housing with dirt floors. To this day, many of them have never had the opportunity to leave informal settlements and experience a different reality. In the film below we meet Abi, a young girl from the Tres Reyes outpost in the city of Areguá, who lets her imagination soar as she dreams of no longer living on a dirt floor. [Read More](https://www.adsoftheworld.com/campaigns/salir-de-la-tierra) Play ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Worldviews **Tags:** Budget Direct, Destination Canada, Techo Paraguay **Sections:** Trending --- ### [The Considered's Diego Freitas on Wellness Shaping Culture](https://musebyclios.com/2-minutes-with/the-considereds-diego-freitas-believes-great-healthcare-comms-can-change-how-people-live/) **Published:** August 12, 2026 **Author:** Shahnaz Mahmud **Content:** [Diego](https://www.linkedin.com/in/diego-freitas-174b6716/) is EVP and global creative partner at The Considered. He learned craft the slow way in a very old-fashioned print shop instead of a global advertising agency. That experience taught him to care about details and confirmed that an economics degree was a questionable life choice. After a short time in Madrid, he ventured to Lisbon and worked in wellness advertising, but stepped out of the category to test himself with Nintendo, Fiat and Heineken. Those were fun briefs that taught him a life lesson: Great healthcare work can change how people live. We spent a few minutes with Diego to learn more about his background, inspirations and his favorite projects. ### Where did you grow up, and where do you live now? I grew up in Brazil, spent 10 very important years in Europe, and now live in São Paulo. Work has me bouncing between Brazil and the U.S. so much that I’m not entirely sure where I live anymore. ### How did you first get interested in health? Almost by accident. I started in a print shop, learning the craft by hand. Then I fell in love with design and web design, back when that was the exciting new thing in the early-2000s. When I got into advertising, I wanted the big consumer brands: the burgers, the cars, the usual dream. But health pulled me in because the stakes felt different. In consumer, you can help sell more things. In health, when the work is good, you can help change how people understand, access and live with care. That felt harder, more meaningful and honestly more interesting. ### Tell us about one of your favorite projects you’ve ever worked on. [“Parkinsounds,”](https://vimeo.com/167314491) a project that used music as a rehabilitation tool for Parkinson’s patients. It helped people find songs that matched their ideal walking pace, then added audio cues to make the music more useful for therapy. It was recognized at [Cannes](https://www.canneslions.com/) and [The One Show](https://oneshow.org/?utm_source=google_cpc&utm_medium=ad_grant&utm_campaign=cbc_ggrant_one_show&utm_term=the%20one%20show&utm_campaign=*The+One+Show+-+Tickets+/+Awareness+-+MXC&utm_source=adwords&utm_medium=ppc&hsa_acc=2243771763&hsa_cam=8843410799&hsa_grp=97522808348&hsa_ad=497235975039&hsa_src=g&hsa_tgt=kwd-296062815079&hsa_kw=the%20one%20show&hsa_mt=b&hsa_net=adwords&hsa_ver=3&gad_source=1&gad_campaignid=8843410799&gbraid=0AAAAADjNqznDF3BnL7rhx5FWOdg2-ptIw&gclid=CjwKCAjws_DTBhB_EiwAXZknGaKwRkjX0rB6fu8RrlS3dEZEzMFFWiZkjf27FzQL8E7tI-x8-5pm2RoCinQQAvD_BwE). But what stayed with me most was how simple, useful and human the idea felt. ### What’s a recent project you’re proud of? The current project I’m working on is making me very proud. It’s in mental health, with a psychedelics angle, so it naturally touches science, culture, stigma and hope. I can’t say much yet, but it feels like one of those rare moments where the work could help change how people think about treatment. ### What’s one thing about how health is evolving that you’re excited about? I’m excited that health is finally learning to speak human. For a long time, health communication felt cold, overprotected and overly engineered, like it was made to avoid mistakes more than to create connection. But people don’t experience health as charts, claims and disclaimers. They experience it as fear, hope, identity, family, culture and daily life. The more our industry embraces that, the better the work becomes. Not softer. More honest. More alive. ### Describe someone else’s work, in health or beyond, that you admired lately. [Klick](https://en.wikipedia.org/wiki/Klick_(company)) has been producing such quality work for a long while now. Not just compared to the health industry, but honestly compared to a lot of consumer work, too. It feels sharper, braver, more culturally awake. *The Trial* is a perfect example. It turns today’s attacks on reproductive rights into a Salem witch trial. Bold, uncomfortable, impossible to ignore. Play ### Name a book, movie, TV show, or podcast you recently found inspiring. [Nietzsche’s](https://en.wikipedia.org/wiki/Friedrich_Nietzsche) [*Thus Spoke Zarathustra*](https://en.wikipedia.org/wiki/Thus_Spoke_Zarathustra). It is one of the most radical books about reinvention. It challenges inherited ideas, comfort, morality, ambition and the temptation to simply follow the crowd. For a creative, that feels incredibly alive. It reminds me that the best work usually comes from the uncomfortable act of questioning everything and building your own point of view. ### Name a visual artist or band/musician you admire. I admire artists and musicians who build worlds, not just albums. [David Bowie ](https://en.wikipedia.org/wiki/David_Bowie)is the obvious answer, but still impossible to beat. The reinvention, the visual intelligence, the courage to be strange before it was safe to be strange. And then there’s my favorite ridiculous Bowie mythology: the idea that when he died in January 2016, he ripped a hole in the cosmic fabric, and the world immediately gave us [Brexit](https://en.wikipedia.org/wiki/Brexit), post-truth politics and whatever timeline we’ve been trapped in since. I’m not saying I believe Bowie was an “anchor being” holding reality together. I’m just saying the evidence is aesthetically convincing. ### Who’s your favorite fictional character? [The Dude](https://thebiglebowski.fandom.com/wiki/The_Dude), from [*The Big Lebowski*](https://en.wikipedia.org/wiki/The_Big_Lebowski). He’s the anti-hustle hero. No personal brand, no 5-year plan, no performance of importance. He just abides. And honestly, in a world obsessed with becoming, that feels weirdly radical. ### Who’s someone worth following on social media? [Pablo Rochat](https://www.pablorochat.com/), [@pablo.rochat](https://www.instagram.com/pablo.rochat/?hl=en). He treats social media as the medium, not just the place where ideas go to die. His work is playful, weird, stupid-smart and perfectly native to the internet. The kind of creativity that feels effortless, which usually means it’s annoyingly well thought-out. ### What’s your main strength as a marketer? I’m good at finding the human tension inside complicated categories. Especially in health, the real idea is usually not hiding in the data alone. It is in the discomfort, the fear, the hope, the thing people do not say out loud. ### What’s your biggest weakness? Procrastination. But not the lazy kind. More the dangerous, creative kind where I pretend I’m “letting the idea breathe” while secretly waiting for the panic to make it better. Sometimes it works. Sometimes it’s just self-sabotage wearing a very nice conceptual jacket. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:amy.corr@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Advertising, Health and Wellness **Tags:** The Considered **Sections:** Community Voices --- ### [Peyton Manning's Got All the Right Moves for Bud Light. Well, Some of Them, Anyway](https://musebyclios.com/sports/peyton-mannings-got-all-the-right-moves-for-bud-light-well-some-of-them-anyway/) **Published:** August 11, 2026 **Author:** David Gianatasio **Content:** You know football season’s almost upon us when Peyton Manning starts rolling big in commercials. And right on cue, [Eli’s brother](https://musebyclios.com/super-bowl/eli-manning-bests-his-brother-peyton-in-fanduels-kick-of-destiny-3/) arrives today in a pair of spots for Bud Light. First, the Hall of Famer reunites with his [Super Bowl ad pal](https://musebyclios.com/super-bowl/malone-gillis-and-manning-chase-a-runaway-bud-light-keg/) Shane Gillis to put a new slant on ordering Bud at the bar: Next, during a watch party, PM battles an armchair. It doesn’t go well. Anomaly and Biscuit director Damien Shatford helped develop the initiative. Shatford just directed [Xfinity’s zombies](https://musebyclios.com/film-tv/xfinity-adds-zombies-to-its-menagerie-of-monsters-and-mayhem/). Wags might suggest that experience prepped him for Peyton’s acting approach. We’d never stoop so low. Here, rocking sitcom vibes and powered by the *Monday Night Football* theme, Bud focuses on sports fans’ friend rituals. Always a popular approach, that strategy’s become even more of a go-to lately for brands such as [La-Z-Boy](https://musebyclios.com/sports/football-fans-could-win-a-la-z-boy-recliner-upholstered-with-their-favorite-jerseys/). “As the league’s official beer sponsor for over two decades, we know firsthand the deep-rooted passion fans have for their team,” says brand SVP, marketing Todd Allen. “We’re making it fun to fan and celebrating the great lengths fans go to as they do anything for their team, and a Bud Light, on gameday.” As part of the push, Bud’s bringing back retro-jersey team cans with QR codes for a chance to win NFL tickets, a month of NFL+ Premium and more. **Related:** [Eli Manning Bests His Brother Peyton in FanDuel’s “Kick of Destiny”](https://musebyclios.com/super-bowl/eli-manning-bests-his-brother-peyton-in-fanduels-kick-of-destiny-3/) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Sports **Tags:** Anomaly, Bud Light, NFL, Peyton Manning **Sections:** Entertainment, Trending --- ### [Goldfish Imagines the Playful World Behind Every Bite-Sized Smile](https://musebyclios.com/advertising/goldfish-imagines-the-playful-world-behind-every-bite-sized-smile/) **Published:** August 8, 2026 **Author:** Shahnaz Mahmud **Content:** With the new school year just around the corner, Goldfish’s smiley snack returns with a fresh spin. The goal is to connect with families through whimsy and nostalgia for the cracker, now enjoying its sixth decade. To date, two spots have launched. “Photoshoot” shows kids at lunch. One peers into a bag of Goldfish and discovers a fishy photographer snapping away at a model. The backdrop is a slice of cheese, with a sign hanging nearby: “Say Real Cheese” is a way to weave in the cracker’s stance on using real fromage. “Talk Show,” meanwhile, sees an announcer hovering above a desk for *Late Night With Real Cheese*, delivering factoids about the next guest—a celeb who doesn’t use artificial colors or flavors. Viewers subsequently learn the guest won’t be joining—having just been devoured. “We are celebrating everything about Goldfish that makes families smile,” says Chris Tutor, VP of integrated marketing at [The Campbell’s Co.](https://en.wikipedia.org/wiki/Campbell%27s), which owns the brand. “Whether it’s adding a little fun to lunchboxes and snack time or giving parents confidence in a snack made with 100 percent real cheese and no artificial flavors or colors, Goldfish continues to be a family favorite. That’s what ‘The Snack That Smiles Back’ is all about.” The idea is to stay true to the spirit of the brand. “By imagining the playful world behind every smile, the campaign highlights what makes Goldfish a snack that brings joy to both kids and parents through handcrafted worlds and characters full of personality and humor,” adds Tutor. The baked snack brand worked with Mischief @ No Fixed Address. Tutor points to why now is a good time for the refresh: “The Snack That Smiles Back is a core equity and has been such an iconic part of the Goldfish brand for years,” he says. “As we thought about what’s next for the brand, it felt like the right time to bring that platform to life in a fresh, modern way that connects with today’s families. It’s an opportunity to remind parents why Goldfish continues to be a snack they feel good about enjoying with their kids.” The campaign spans paid, earned and owned channels, including social, linear TV, digital video and audio. Additional creative will roll out throughout the year. ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** Advertising **Tags:** Goldfish, Mischief @ No Fixed Address, The Campbell's Company **Sections:** Trending --- ### [Kalshi Explains Itself—and Serves the World's Longest Sandwich](https://musebyclios.com/advertising/kalshi-explains-itself-and-serves-the-worlds-longest-sandwich/) **Published:** August 6, 2026 **Author:** David Gianatasio **Content:** Who needs Timothée Chalamet when you’ve got a submarine sandwich that stretches for miles? Kalshi follows last month’s splashy spot starring Tim with fresh work from agency Es Muy Good, MJZ director Tom Kuntz and DOP Hoyte van Hoytema. In the spot below, diverse characters share a humongous hoagie and chat about Kalshi’s attributes, explaining the basics of prediction markets for the uninitiated. It’s fun, memorable stuff, in sync with Kalshi’s patented oddball spots. That said, this initiative marks an evolution of the creative approach. “We had a conversation with the client and felt it made sense to give them a chance to spotlight their platform directly,” agency founder and ECD Steve Gonzalez tells Muse. “Most of the work we’ve done so far for them has focused on building awareness through comedy and intrigue. So, this spot is a more informational approach giving a clearer sense of who they are and what they’re about.” Indeed, it provides a quick, easily digestible overview while rolling big with the meaty visuals. It’s instructive and entertaining. Yum. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/08/06145148/kAL-n3w.jpg)“We shot this in June in L.A.,” Gonzalez recalls. “The sub was real—for the most part.” “The talent held an actual sub made by a food stylist. We used a foam version for the bending shots. And the rest was VFX. Turns out building a 200-foot sub isn’t exactly practical.” The work breaks wide tomorrow across TV and digital platforms. **Related:** *[Timothée Chalamet Gets Dental Work, Plugs Kalshi](https://musebyclios.com/film-tv/timothee-chalamet-gets-dental-work-plugs-kalshi/)* ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** es muy good, Kalshi **Sections:** Trending --- ### [How Rich Foster of Left Field Labs Bends Time and Space for Montblanc and Google](https://musebyclios.com/2-minutes-with/how-rich-foster-of-left-field-labs-connects-luxury-vibes-with-advanced-tech/) **Published:** July 26, 2026 **Author:** Shahnaz Mahmud **Content:** [Rich](https://www.linkedin.com/in/richard-foster-b545293/) is an Emmy Award-winning creative leader with two decades of experience helping global brands navigate moments of technological change via digital platforms and connections with AI-powered products. Rich is currently ECD at Left Field Labs. We spent two minutes with Rich to learn more about his background, his creative inspirations and recent work he’s admired. Rich, tell us … ### Where you grew up, and where you live now. I grew up in Tamworth, a suburb of Birmingham in the U.K. I moved around during college and eventually settled in London before moving to New York 25 years ago. I landed in Brooklyn and haven’t left since. ### How you first realized you were creative. I was always drawing and making things as a kid. I remember making posters when I was 8 years old, doing a lot of hand-drawn type and looking at graffiti books for inspiration. Even now, when I’m trying to figure something out, I’ll step away from the computer and grab a pen and paper. That’s usually where the thinking starts. ### A moment from high school or college that changed your life. I tried a bit of everything in college. Printmaking, photography, fine art, textiles. The U.K. Foundation course you take before your degree is a great chance to experiment. I initially leaned toward fine art and illustration and completed two years of study. But a work experience placement at a graphic design studio changed everything. At the time, they were designing record sleeves for electronic music labels, and that world completely pulled me in. Music and design always went hand-in-hand. Back then, [album sleeves](https://musebyclios.com/category/art-of-the-album/) were a huge source of inspiration and ultimately what pushed me toward design. The rave scene was another influence. There was this explosion of color and an overload of design that felt loud, raw, experimental and full of energy. ### One of your favorite brands you’ve ever worked on. I enjoyed working with [Montblanc](https://www.ablogtowatch.com/montblanc-debuts-the-summit-3-smartwatch/#disqus_thread) on two smartwatches. They challenged us to think about what a luxury experience should feel like in a digital product. It’s an interesting tension. Luxury objects are usually designed to last a lifetime. A watch is often passed down through generations. But a smartwatch is almost the opposite, with a lifespan of just a few years. Designing within that contradiction was a fascinating challenge. Another constraint was designing within a circular frame. We live our lives in boxes and spend most of our time designing in spaces with corners. A watch face forces you to think differently about space and composition, especially when working with type. ### A recent project you’re proud of. Google’s latest [“Save the Date.”](https://io.google/2026/puzzle/date-reveal/) For several years, we’ve been creating games that, once completed, reveal the conference date. This year, the idea wasn’t to control everything. It was an experiment to see whether developers would take small games and remix them. That creates a conversation. It became a great way to connect with the developer community by letting them change and adapt the experience, adding their own spin. A lot of the work we’ve been doing recently sits more in the vision space. We’re often positioned to answer the question: What’s next? These typically run as 4-week sprints where we explore new ideas and experiment with emerging technologies, often using AI to create experiences that deepen engagement. ### Someone else’s work you admired lately. I love [Ressence Watches](https://ressencewatches.com/?srsltid=AfmBOoosxcDJ_ulIJAx6iKJFklmxqKtI5ph7QIghJM7istEAh09R7XzM). One of their recent editions, the [Type 3 with Marc Newson](https://design-milk.com/marc-newson-and-ressence-reimagine-time-with-the-type-3-mn-watch/), is stunning. It avoids the typical language of luxury watches, which can sometimes feel overdone or showy. Instead, it takes a minimalist approach with a unique mechanism and way of telling time. Creating something distinctive within an established category and finding a way to rethink a familiar space is inspiring. ### Your main strength as a creative person. Curiosity and enthusiasm. Making complex things easy to understand. I am 50 percent craft and 50 percent fascinated by the mechanics of how things work. ### Your biggest weakness. Trying to make things perfect. Sometimes you have to let go. ### A visual artist or band/musician you admire. [Orbital ](https://en.wikipedia.org/wiki/Orbital_(band))has always been brilliant. You have to see them live. [Mark Farrow’s](https://en.wikipedia.org/wiki/Mark_Farrow) work for them has always been the perfect visual counterpart. ### What you’d be doing if you weren’t in advertising. DJing more and spending far too much money on records. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:daveg@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Advertising **Tags:** Left Field Labs **Sections:** Community Voices, Entertainment --- ### [The AI Handoff Is Dead. The Feedback Loop Guides the Work](https://musebyclios.com/musings/the-ai-handoff-is-dead-the-feedback-loop-guides-the-work/) **Published:** August 6, 2026 **Author:** David Gianatasio **Content:** AI projects are often talked about as if they are mostly technical. Pick a model, connect an API, write a prompt, build the interface. In practice, that is only half the work. AI projects are often shared between non-technical creatives and creative technologists. Sometimes, a creative team brings a problem, a concept or a vision. And technologists work out what’s possible, what’s fragile and what needs to change. That might be a prototype to test whether a visual idea lands in a client presentation. It might be an automated workflow that saves a creative team hours per week, or a half-formed idea that has to become a live experience that would hold up in the wild. Other times, the work starts from the technical side. A creative technologist builds an internal tool, prototype or AI workflow, then enlists creatives to shape the use case, test the outputs and decide whether the project solves a real-world problem. Either way, the old handoff model doesn’t hold. AI work is a feedback loop, not a clean pass from idea to build. **Judgment Is an Input** Designers and creatives still bring the expected materials: Figma files, sample assets and creative intent. But on AI projects, they also bring something harder to document: judgment. They know what a good output feels like. They know when a generated line sounds wrong, when an image is too generic, when an animation direction misses the point or when a tool technically works but doesn’t complement a team’s particular workflow. Judgment may be the most consequential input of all. A base prompt can get a system moving, but creatives make it deliver. They test prompts, curate examples, review outputs, define acceptance criteria and help determine where human approval should remain in the process. Creative technologists turn that feedback into structure, which could entail adjusting a workflow, improving the prompt chain, adding guardrails or explaining why a creative direction isn’t feasible within the current technology stack. Instead of just saying yes to the most ambitious idea in the room, sometimes the job is to say, “That version will break. Here’s the version that embodies the ambition but can actually ship.” **Stress-Testing Creative Intent The model breaks down when teams treat AI like magic or prototypes like finished products. A demo that produces one great output has proven almost nothing. In practice, an image-generation pipeline that looked great in the first 10 iterations would develop strange visual artifacts later. You only discover that by generating 100 images and looking at all of them—which requires creatives to be in the room while the pipeline is still malleable. That’s the part teams underestimate. In design work, a late change in direction requires a revision and the costs that entails. In an AI system, it can mean rebuilding the logic that produced the output in the first place. **The Prototype Is the Process The strongest example for us was [ai.rwaves](https://www.adweek.com/agencies/how-to-turn-a-weekend-vibe-code-into-a-cannes-ready-ai-radio-station/), our AI-powered radio project. It worked because the system wasn’t built in isolation. Creatives shaped the editorial direction, tested outputs, reviewed content and helped define what felt right for the station. Creative technologists built the pipeline—generation, review, scheduling and broadcast infrastructure—around that judgment. Non-technical creatives don’t need to understand APIs or data structures to contribute to AI projects. But they do need to participate early, supply reference examples of what good looks like, test outputs, define quality and stay involved through iteration. The loop resembles a conventional engineering design cycle with one difference—it doesn’t begin by defining the problem. It begins with a what-if and then another and another until the creative and technical answers converge on something possible and worth making. **Related:** [*AI Doesn’t Build Belief. People Do*](https://musebyclios.com/musings/ai-doesnt-build-belief-people-do/) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings **Tags:** AI, Code and Theory **Sections:** Community Voices --- ### [Jeff Freeman of Mfused Combines Real-Time Trends and Retail Analytics to Move Brands Forward](https://musebyclios.com/2-minutes-with/jeff-freeman-of-mfused-combines-real-time-trends-and-retail-analytics-to-move-brands-forward/) **Published:** August 10, 2026 **Author:** Shahnaz Mahmud **Content:** [Jeff ](https://www.linkedin.com/in/jeff-freeman-07b3ba159/), co-founder of Mfused, pioneered its vendor managed inventory (VMI) system. This tool combines real-time consumer trends and retail analytics to drive velocity planning, optimize margins, forecast revenue and accelerate cash conversion cycles for brands and retailers in the cannabis space. He also co-founded Canvas Therapeutics and serves as a partner at Siam Herbal Tech, where he supports clean extraction practices and compliance efforts in Asia’s regulated cannabis market. We spent a few minutes with Jeff to learn more about his background, his creative inspirations and recent work he’s admired. Jeff, tell us … ### Where you grew up, and where you live now. I grew up in Kent, Wash., so the Pacific Northwest will always feel like home. Now, I split my time between Washington and Arizona. ### How you first got interested in cannabis. I grew up with cannabis. My introduction came when my father grew and sold it, ultimately falling victim to the war on drugs himself—he was killed in a drug deal. My relationship with cannabis was fragile early on, and I was wholeheartedly against it. It wasn’t until my mother asked me to look into its medical benefits that I began to see it as anything other than a nuisance. ### One of your favorite projects you’ve ever worked on. Co-creating one of the first pure cannabis vapes using machinery and technology local to Seattle. It was originally designed for extracting essential oils from coffee and hops—two of Seattle’s most well-known exports. ### A recent project you’re proud of. First, the development of the[ Jefé](https://www.jefeok.com/products), the industry’s first multi-setting vaporizer specifically tuned for oil in an all-in-one (AIO) device. Second, expanding [Mfused](https://www.mfused.com/) into new markets through a dynamic licensing model. This allowed us to maintain high quality while adapting to each region’s culture and regulations. It’s a scalable blueprint for the future. ### The biggest challenge cannabis marketers face today, and how to approach it. Keep the main thing the main thing: customers come first. Cut through the noise without overpromising. The brands that win will listen more than they talk and build trust through proof, not just campaigns. ### One thing about how the cannabis industry is evolving that you’re excited about. Demystification of the plant, with smarter delivery and more information than ever, allows us to lean toward culturally relevant, tech-driven products that meet consumers where they’re headed, not just where they are today. ### Someone else’s work, in cannabis or beyond, that you admired lately. [Daymond John](https://en.wikipedia.org/wiki/Daymond_John) embodies the “get-it-out-of-the-mud” mentality I share. And he demonstrates how he has applied this mindset to boardrooms and television, continuing to inspire creatives and hustler-minded entrepreneurs to be disrupters. ### A book, movie, TV show, or podcast you recently found inspiring. [*The Infinite Game*](https://en.wikipedia.org/wiki/The_Infinite_Game) by [Simon Sinek](https://en.wikipedia.org/wiki/Simon_Sinek) is a reminder that the long game demands adaptability and purpose over quick wins. It has offered an invaluable perspective in guiding me through the evolution of a new industry that requires both purpose and long-term thinking. ### A visual artist or band/musician you admire. [Anderson. Paak’s](https://en.wikipedia.org/wiki/Anderson_.Paak) ability to seamlessly blend genres, tell vivid stories and bring joy through performance is unmatched. He’s proof that authenticity and craft can still be commercially successful. ### Your favorite fictional character. I’m a big fan of [Raymond Reddington ](https://en.wikipedia.org/wiki/Raymond_Reddington)from the series [*The Blacklist*](https://en.wikipedia.org/wiki/The_Blacklist)—strategic, methodical, and always five moves ahead. ### Someone worth following in social media. [Simon Sinek’s](https://www.youtube.com/simonsinek) feed is a masterclass in leadership and has helped me re-evaluate my approach. Each post delivers value, shifts perspective and encourages leading with purpose and optimism. ### Your main strength as a marketer/creative. My creativity lets me navigate between aspirational and solution-focused products and campaigns. Years in high-level sports taught me to scout talent, spot patterns and anticipate shifts before they happen. I combine these skills with a [“Moneyball”](https://en.wikipedia.org/wiki/Moneyball_(film)) approach—validating ideas through data, micro trends and real-world behavior. ### Your biggest weakness. I’m impatient with ideas that don’t tie back to real consumer value. ### Something people would find surprising about you. I had my first drink at 30 and didn’t consume my cannabis product for the first five years. During that time, I learned to listen carefully to the needs of patients, customers and the business, challenging myself to set aside personal bias and focus on facts and nuance. It felt like a delayed reward, as if I earned a PhD in the field. This experience profoundly shaped my perspective on products, helping me understand the fragility of the self-discovery process and the importance of guiding consumers accurately onto the right path. I don’t promote myself; I promote the solution. ### What you’d be doing if you weren’t in the cannabis industry. I’d be a motivational speaker and coach, helping people turn their experience, networks or research into small businesses and passive income. I’m passionate about business and strategy, and finding white space and going after it is in my DNA. I’d share that mindset with others. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:amy.corr@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Advertising, Cannabis **Tags:** Mfused **Sections:** Community Voices --- ### [OpenAI Sent Creators to a Lux Outdoor Retreat. Here’s Why Their Audiences Hated It](https://musebyclios.com/musings/openai-sent-creators-to-a-lux-outdoor-retreat-heres-why-their-audiences-hated-it/) **Published:** August 5, 2026 **Author:** Luz Corona **Content:** These days, it’s impossible to scroll through social media without seeing your favorite creator or account celebrating their latest brand deal. It’s the milestone everyone post seems to be chasing. And it’s no surprise OpenAI saw the same opportunity as other brands: Collect creators, send them somewhere luxurious and let them share their insights and happiness. In case you missed it, the AI company [sent a group of creators](https://techcrunch.com/2026/08/03/influencers-draw-backlash-for-attending-openais-first-luxury-trip/) to a luxury retreat in upstate New York over the weekend. The backlash, which honestly felt inevitable, was immediate. I’m not sure what was more surprising—that the creators agreed to it (seemingly unpaid, too) or that they seemed were when their audiences turned on them. As audiences grow increasingly disillusioned by [digital fatigue](https://blog.incogni.com/digital-fatigue-and-burnout/), social media and the world at large, we are in the middle of an influencer and creator evolution. Lifestyle and luxury influencers are slipping And if you’ve read the recent piece in [Vulture](https://www.vulture.com/article/influencer-recession-audrey-peters-interview.html), you already know where things are heading instead: toward creators who position themselves as intellectual, thought leader-y, or whatever this week’s version of “the thinking person’s creator” happens to be. For some, the term “influencer” has become synonymous with tone-deaf and annoying behavior that alienates and bothers others. We will likely see more places shun influencers, similar to what is happening in [Nantucket](https://www.usatoday.com/story/travel/2026/08/03/nantucket-shop-no-influencers-sign/91149711007/). Not all influencers behave this way. But there is definitely a subset of entitled main characters. Their antics compel some in the space to strive to be seen as creators instead. These folks distance themselves from the negative connotations to emerge as crafters of thought, taste and culture. **History repeats** So why are these creators falling into the same traps influencers have in the past? Let’s look at controversial brand trips and how they create divisive, passionate responses from audiences. **Tarte** The [beauty brand flew creators](https://www.adweek.com/social-marketing/influencer-marketing-adapt-tarte-cosmetics-bora-bora/) to Bora Bora in 2024, and the customer backlash was immediate. It came from customers who felt ignored while influencers with the biggest reach got a free trip whether they used the products or not. It became a clear signal that Tarte cared more about reach than its customer base as a marketing channel. **Shein** The [fast-fashion brand’s factory trips](https://www.npr.org/2023/06/30/1184974003/shein-influencers-china-factory-trip-backlash) revealed that brand trips can effectively become propaganda factories (pun intended), with creators standing in as proof that a company doing genuinely unethical things was fine and actually worth the customer’s money. That’s when audiences started asking who really benefits from these trips. OpenAI’s trip shows that influencers and creators are always selling, except the creators who went aren’t selling eyeshadow or a beach body. Many of them built their whole audience on being smart and credible—on being someone worth listening to—which is exactly why the vitriol came in hot. **The cost of “unfit” creator partnerships** The further a creator’s value shifts from aesthetics to intellectual authority, the more a brand trip costs them, because they’re no longer lending their face. They’re lending their credibility, and that loss of credibility dismantles their entire brand. You can’t build your brand on being the person who sees the signal and explains the nuance, only to become the mechanism for brandwashing. > [View this post on Instagram](https://www.instagram.com/reel/DbjfNrbhmRV/?utm_source=ig_embed&utm_campaign=loading)[A post shared by Meredith Lynch (@meredithmlynch)](https://www.instagram.com/reel/DbjfNrbhmRV/?utm_source=ig_embed&utm_campaign=loading) Creators and wannabe creators—even though some people are happy you “got the bag,” you are defined by whom you choose as a partner and align with. It’s about more than accepting money in exchange for deliverables and videos. If only it were that simple. There is a responsibility that comes with every eyeball you cater to, whether you accept that responsibility or not. The brands paying these creators aren’t just paying for an audience; they’re paying for the creator’s integrity, endorsement and proof of a good experience. It’s no surprise that partnering with a highly controversial brand doesn’t just make one look like a sellout. It makes you look like a propaganda piece—a living, breathing marketing asset assuring everyone that this brand is warm, fuzzy and safe. When you create content for these brands, you grant them access and a warm handshake to your audience. If people follow you as an intellectual creator, your POV acts as a filter for how they see the world. By doing these types of brand trips, you stop acting like a curator and become just another ad—just another account to unfollow because it stopped doing its job as an intellectual filter. **Read the room** Brands are going to brand. They’re going to see people with reach and clout and invite them on extravagant trips with opportunities to be seen and show off the deal. The creators who demand our respect for talking into a camera need to sit with the responsibility that comes with it. Your audience will hold you accountable when you take opportunities that go against what they thought you believed in. Creators must look beyond the perks and opportunities of content creation. Whom you partner with shows what matters to you and whether money, opportunity, and visibility outweigh what your audience actually cares about. The creators who have spent the longest time building intellectual credibility have the most to lose when they get so excited for a brand deal that they forget to read the room. **Related:** [*The Clio Awards Announce New Program: Clio Creators*](https://musebyclios.com/clio-awards/the-clios-intros-new-program-clio-creators/) ![author avatar](https://secure.gravatar.com/avatar/6b6bfb2f77a71b59d600c283859735f5d62b2631c0b7c29a530b306cb0abde04?s=300&d=mm&r=g) Luz Corona [See Full Bio](https://musebyclios.com/author/luzcorona/) [ ](https://musebyclios.com/author/luzcorona/) **Categories:** Musings **Tags:** content creators, OpenAI **Sections:** Community Voices --- ### [DoorDash Cringefest Tops Our 5 Ads of the Week](https://musebyclios.com/advertising/doordash-cringefest-tops-our-5-ads-of-the-week/) **Published:** August 6, 2026 **Author:** David Gianatasio **Content:** Savor our Top 5 ads of the week, as ranked by the Clios’ staff… ### Bestie: DoorDash’s App-Based Storefront Is Downright Cringe There’s only one way to salute Loop’s loopy hidden-camera “CringeMart” push for DD. And that’s by stomping in the grocery aisles and chanting “UTI! UTI!” Why venture among humans to purchase “embarrassing” items when DoorDash lets you buy them from home? The raddest “prankvertising” in years. [Read More](https://musebyclios.com/advertising/tmi-doordashs-app-based-storefront-is-downright-cringe/) Play ### 2. TIE – Lindsay Lohan, Amy Sedaris Do a Double Take for Reese’s Oreo Cups “I know a thing or two about twins,” Lohan quips. IYKYK. (YK, right?) Of course, there are two of her. Likewise, Amy Sedaris gets duplicated. There are even two directors: Jake Wilson and Patricia Arquette. But just one creative partner: Juxtapose Studio. [Read More](https://musebyclios.com/film-tv/lindsay-lohan-amy-sedaris-do-a-double-take-for-reeses-oreo-cups/) ### 2. TIE – Who Stole Taco Bueno’s Fried Chicken Tacos Made With Mike’s Hot Honey? Perky ad-within-an-ad hijinks from Infinite Agency and director Tim McCarthy. The real commercial crew plays a fake crew, which adds to the fun. [Read More](https://musebyclios.com/advertising/who-stole-taco-buenos-fried-chicken-tacos-made-with-mikes-hot-honey/) ### 4. Audible Cranks Up the Volume on ‘Stories That Speak to You’ A baby spits spinach puree all over dad, but he still swears by self-help books on Audible. Aw. The brand’s in-house creative team worked with Special US. Megaforce directed. [Read More](https://musebyclios.com/advertising/audible-cranks-up-the-volume-on-stories-that-speak-to-you/) ### 5. MrBeast Buys ‘the World’s Most Dangerous Biker Bar’ for Liquid Death Things get marvelously messy when real bikers help LD and Beast hype limited-edition Feastables peanut butter cup soda. The in-house Death Machine team developed the ooey-gooey social campaign. [Read More](https://musebyclios.com/advertising/mrbeast-buys-the-worlds-most-dangerous-biker-bar-for-liquid-death/) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Audible, DoorDash, Liquid Death, mrbeast, Reese's, taco bueno **Sections:** Entertainment, Trending --- ### [How Rania Hattar Drew Portraits of Basketball Stars Across the Clouds for Jordan One](https://musebyclios.com/2-minutes-with/how-rania-hattar-drew-portraits-of-basketball-stars-across-the-clouds-for-jordan-one/) **Published:** August 7, 2026 **Author:** Shahnaz Mahmud **Content:** Born and raised in Dubai, Rania built her production career across the Middle East, North Africa, Asia and Europe. That work spanned feature films, television, commercials, fashion and live events. Moving to Los Angeles, she worked with MJZ and Acne Studios before joining UNIT9, where she built out its experiential arm. Later, at Thinkingbox, she expanded the company’s U.S. presence. Now, she leads [The Mad Hattar](https://www.themadhattar.com/), a creative studio she founded, bringing spatial storytelling to life through a global network of artists and production specialists. We spent a few minutes with Rania to learn more about her background, her creative inspirations and recent work she’s admired. ### How did your continent-hopping come about, as well as working across differing media sectors? Dubai is the business hub. It’s literally in the middle, and it is also a melting pot of nationalities and companies. Being a local and speaking English, French (barely now, thanks America lol) and Arabic (21 dialects) gave me the upper hand in working with foreign production companies and locals. Now, the U.S. sees the advantage of having a multimedia producer vs. a one-trick pony. But in the ’90s in Europe and the Middle East, you would produce from start to finish, from inception to airtime. Everything was married together: we all did TVCs, features, runways and museum set-ups. If you had the imagination and the skill, the production world was your oyster. It was all about what you know vs. who you know. So, it was a bit of a shock when I came here, and none of that mattered, and I had to go from EP to PA all over again. Anyone else would’ve been mortified going from being the boss and working on multimillion-dollar movie sets (mostly war movies, they always get shot in the Middle East and North Africa) to knowing one person, on the whole continent, and picking up trash at [Mark Romanek’s](https://en.wikipedia.org/wiki/Mark_Romanek) set. I will never forget how kind he was to me and how confused the agency was when they saw him speaking to the PA who picked up their cigarette butts and trash. ### What’s a book, movie, TV show or podcast you recently found inspiring. I have been re-listening to the[ *Harry Potter* book series](https://en.wikipedia.org/wiki/Harry_Potter). These are the books I keep reading again and again, and everyone makes fun of me. But only my brother, who’s also my ECD, understands it. Apparently, how some neurodivergent people heal from past trauma is by rereading or rewatching shows where they know the endings. This is calming rather than exciting or enticing. But it’s been nonstop for five years now. Every night, all seven books keep circulating in my ear. Everyone’s says *Harry Potter’s* for kids, but it’s not. I love it because it’s magic. It’s showing how a normal world can be made magical. The story depends on all its components, which I love because they remind me of the love I have for experiential work and the work I do, and of the magic in the world. If I’m working a depressing job, I go back and watch the movies again (the director’s cut) because they’re much longer and they remind me that this is why I’m doing what I’m doing. ### Talk about a recent project you’re proud of. [Jordan One](https://www.nike.com/w/jordan-1-shoes-4fokyzy7ok) [“The One Global Final.”](https://www.nba.com/watch/video/jordan-brand-the-one-082325) We drew portraits of the basketball players in the sky, and we shut down NYC for 2 minutes twice in under 2 weeks vs. the 8-month approval system. It was so hard to pull off. While we were building it, it nearly killed me (not being hyperbolic here), and no one understood the magnitude of what [James Outlaw ](https://www.instagram.com/outlaw_james/)and I were trying to pull off with the LunaLite drones. We were pulling 90-hour workweeks. And the minute we went live, of course, everyone took pride in it and started talking about it like they had no doubt in the world. It was the first of its kind in the U.S. The other two countries were the UAE and China. ### What’s tour main strength as a creative person. Being human. By that, I mean coming at every problem, every person, every situation with love and kindness, and by problem-solving, pitching in and rolling up my sleeves. I just got off a giant project where the production lead literally told my team and me, “IDGAF, figure it out,” while the other lead on another project we were working on simultaneously asked us what the issue was, and how we could all figure it out together. Of course, I went above and beyond for the kind guy, and my tribe gave more than he asked or bid for, as you get more bees with honey. The other guy? Nobody on his team would lend a hand, and he stood there baffled. Turns out you can’t bully people into going to bat for you. Lead with kindness and integrity. Don’t be a bully. ### Tell us about a challenge and a reward in creating your own shop. We don’t do the whole “book the job, we need it for our books and the partner meeting” thing, then stall and apologize right up until it’s supposed to go live, because what was promised was never actually deliverable. If we say it can be done at The Mad Hattar, within that budget, we can do it. If we can’t, we’ll tell you. And if you award it to someone who swears they can? Ninety-nine percent of those jobs die before they launch, because the shop that booked it never could pull it off. They just needed it on the books and the cancellation fee. ### What you would be doing if you weren’t working in the creative sphere? Feeding people. I enjoy cooking as there are so many layers to it (not baking, fuck that rigid shit). Cooking is very sense-oriented; you smell it, taste it, and see it. So when I throw my intimate global dinners and ask my friends which cuisine we should try this month, I love making it, putting my own twist on it, and watching them enjoy the culinary journey of the senses. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:amy.corr@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Advertising **Tags:** The Mad Hattar **Sections:** Community Voices, Entertainment --- ### [How Tara DeVeaux, CEO of Burrell and BCG Worldwide, Harnesses Culture as a Growth Strategy](https://musebyclios.com/2-minutes-with/how-tara-deveaux-ceo-of-burrell-and-bcg-worldwide-harnesses-culture-as-a-growth-strategy/) **Published:** August 5, 2026 **Author:** David Gianatasio **Content:** To help clients effectively reach mass audiences and niche communities, [Tara DeVeaux](https://www.linkedin.com/in/tara-deveaux-b71795/), CEO of BCG Worldwide and Burrell Communications, won’t phone it in. “Our job isn’t to insert brands into culture,” she says. “It’s to identify the people and ideas already moving culture and help brands earn the right to participate.” The agency’s new work for mobile comms service TextNow—starring [Kat Williams](https://en.wikipedia.org/wiki/Katt_Williams) and featuring a [Nipsey Hussle](https://en.wikipedia.org/wiki/Nipsey_Hussle) soundtrack—typifies that approach. It amplifies cultural cues in a way that feels direct and natural, instead of trotting out tired tropes for the umpteenth time. “TextNow’s promise is simple: your phone service should adapt to you, not trap you with hidden fees and contracts,” DeVeaux tells Muse. “Kat Williams has spent his career giving voice to people who feel like the system is stacked against them. That alignment wasn’t a creative device. It was the strategy.” Play We spent a few minutes with Tara to learn more about her background, her creative inspirations and recent work she’s admired. > ### MUSE: Where did you grow up, where do you live now and how do the two compare? > > Tara Deveaux: I’m from New York. I was born in the Bronx, went to school on Long Island and Brooklyn is home. It’s where community, family (blood and adopted), resilience and culture were part of my everyday life. Eight years ago, I moved to Los Angeles but I spend 50 percent of my time on planes now. The pace is different, but the common thread between my former and current life is possibility. Brooklyn taught me to hustle. Los Angeles constantly forces me to imagine what’s next. ### Was there an “a-ha” moment in your life that made you realize what you wanted to do? I grew up wanting to be Oprah. By the time I went to high school, I shifted to acting. But in my freshman year of college, I realized I would need a job that paid the bills so I took a bunch of tests that asked me about my interests, and they all said advertising. I needed to pick a major, so that was it. But I stuck with it because I liked being surrounded by creatively curious people. And I had a knack for architecting the environments that enabled them to thrive and sometimes do the best work of their careers. I experienced that for the first time at Oxygen Media, but really turned it into a practice at BBDO. I am working hard to create that kind of culture at BCG Worldwide. ### What’s a creative hill you’d die on? AI is overrated. Does it help you get to great sooner? YES. Does it streamline workflows and take many low vibrational hours out of the day? NO DOUBT. Does it help organize information, test ideas, speed up execution? OF COURSE! But breakthrough campaigns come from lived experiences, contradictions, and all of the irrational parts of being human. AI is a remarkable tool. It just shouldn’t become the author. (Note: This answer was written by an LLM with human interference). ### What’s a source of inspiration you return to constantly? My kid-ults. They’re 23, 24 and 28, and they’ve become some of my favorite teachers. They challenge my assumptions, introduce me to new ideas, focus-group new work and remind me that every generation sees the world through a different lens. They keep me curious. They keep me humble. That’s been invaluable to me. ### A non-advertising industry you learn from? Entertainment. The best storytellers in entertainment understand how to build worlds fans want to participate in. They create anticipation, emotional connection and keep fans coming back. Brands spend too much time thinking about individual campaigns and not enough time thinking about how to weave those efforts into one cohesive world people want to keep coming back to. ### Tell us about a recent project you’re proud of. The TextNow campaign with Katt Williams. It captures the evolution of Burrell into the Subcultural Agency within BCG Worldwide. When the brand truth and the cultural truth reinforce each other, the work doesn’t just get attention. It builds trust and drives business results. That connection between finding the right people who can unlock growth is what we’re building across BCG Worldwide every day. ### What’s overrated in marketing right now? Chasing trends. Too many brands are trying to win the algorithm instead of winning with people. A trending moment might get attention, but a meaningful purpose builds a business. I’d rather understand what people value than what they happen to ♥️ on any given day. ### Was there a mentor who helped you navigate the industry? BBDO. Crazy answer, but stepping into BBDO N.Y. in 2007 literally changed my whole approach to this business. Ozzy \[former CEO John Osborn\] taught me that doing well is meaningless if you’re not also doing good. Mark Goldstein taught me how to be a shark and kind at the same time. Greg Hahn scared the shit out of me in our first meeting, but taught me how to judge and be a champion for the work. And Lubars taught me how to be a leader that uses their team—a leader of leaders. Now, it’s not lost on me that I’m a Black woman, running Burrell, the most well-known Black-owned agency in the business, and my answer is four white men in a general-market agency. But without BBDO, I never would have had the guts or the vision to embark on the transformation of this legacy agency, to stand 10 toes down on the principle that understanding the people driving culture is the only way to unlock mass demand. And because of the almost 10 years I spent there I never lose sight of why the work we do matters. P.S. A huge shout out to Tracy Lovatt, Charise Mita and Liz Boothby—future Strategy Hall of Famers who were my own personal and professional “True North” during my BBDO tenure. ### What would you be doing if you weren’t in advertising? I’d probably be doing something in the wellness space, helping people live longer, healthier, more active lives. I’m fascinated by the intersection of culture, community, behavior and health, especially among cohorts that have been underserved for far too long. ### You’ve got 2 minutes with the industry. What’s your hot take? It’s time to retire “multicultural marketing.” The people shaping culture today are the ones driving brand demand. Understanding them isn’t a specialty. It’s the job. The agencies and brands that continue treating cultural intelligence as an add-on instead of a core business capability are going to find themselves increasingly disconnected from where growth actually comes from. Culture isn’t a marketing strategy. It’s a growth strategy. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:daveg@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** 2 Minutes With **Tags:** BCG, Burrell Communications **Sections:** Community Voices --- ### [These Timeless Album Covers Captivate Fans of Every Generation](https://musebyclios.com/art-of-the-album/staying-power-these-timeless-album-covers-captivate-fans-of-all-ages/) **Published:** August 6, 2026 **Author:** David Gianatasio **Content:** I grew up in a house where music was the only constant. An aunt worked at Capitol Records, so every holiday, birthday or visit included stacks of records. You might hear Peggy Lee followed by the Beatles, leading to Sinatra, capped off with Merle Haggard. This continues today. There is always a record on. Which is either a good thing or a bad one, depending on what I’ve picked. I can be a real pain in the ass when it comes to music selection. The family has learned to deal with it. I like to think of it as curated taste. In my experience, a great record has a great cover. The two are forever linked. If you’re an artist who cares deeply about each note and every lyric … you probably won’t settle for some crap cover art. These are some of my favorites. ### Neil Young, *Time Fades Away* (1973); *On the Beach* (’74); *Tonight’s the Night* (’75) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/08/06105420/aa-time-fades.jpg)![](https://cdn.musebyclios.com/wp-content/uploads/2026/08/06105459/aa-beach.jpeg)![](https://cdn.musebyclios.com/wp-content/uploads/2026/08/06105533/aa-tonights-the-night.jpeg)Right out of the blocks, I’m cheating. I’ve jammed three albums into one pick. These albums make up Young’s legendary “Ditch Trilogy” and were designed by the late Gary Burden. They came on the heels of *Harvest*, The album that made him a superstar. Fans looking for a sweet follow-up encountered three of the darkest, bleakest, most brutally honest and harrowing LPs in rock history. They’re also three of the greatest. Every artistic and aesthetic choice I’ve made since is rooted in these records. Without them, we don’t have Nirvana, Pearl Jam, Sonic Youth, Wilco, Elliott Smith, Cat Power, Lucinda Williams, Jason Molina, Big Thief, Dinosaur Jr. … I could fill the page. We’d also be stuck wearing khakis and listening to Maroon 5. ### X, *Los Angeles* (1980) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/08/06105832/AA-x.jpeg)I’m biased because I grew up in L.A., and the sound of this record filled every hallway in my college apartment building. We’re just on the other side of punk, and Hollywood is a messy playground full of cast-offs. John Doe and Exene were the king and queen. The cover photo by Bob Biggs captures just what it felt like to live in L.A. during that time. Dark, sinister, Santa Ana winds blowing, hills burning and earthquakes splitting freeways in two. ### The Clash, *London Calling* (1979) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/08/06111418/aa-clash.jpeg)This cover, designed by Ray Lowry with a photo by Pennie Smith, was a direct nod to Elvis’ first album and had almost as much impact. For many, The Clash was the greatest band in the world during their 7 or 8-year heyday. Joe Strummer was a poet, the British stepson of Johnny Cash. The photo of Paul Simonon smashing his guitar on the cover became one of the most iconic in rock history. If you haven’t listened to these discs, you are definitely doing it wrong. ### Big Star, *Radio City* (1974) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/08/06110732/aa-radio.jpg)A William Eggleston photograph of a bare light bulb in a seedy red room might seem like an offbeat choice, but Big Star might be one of rock’s most offbeat bands. It was said that everyone who bought a Velvet Underground album started a band. The same could be said for Big Star. They were power pop rockers who also made brooding ballads. Their leader was a surly, rebellious “fuck you” type that lived the kind of self-destructive, tortured artist life that led The Replacements’ Paul Westerberg to pen the perfect ode “Alex Chilton.” ### Sonic Youth, *Goo* (1990) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/08/06110032/aa-sonic.jpeg)From artist Raymond Pettibon. He got his start in punk rock, making art for his brother Greg Ginn’s band, Black Flag. I was scared to death of that party, but Sonic Youth played the kind of dense, discordant guitar music I could get behind. They also projected a kind of downtown NYC cool that a suburban Valley Boy could latch onto. They followed this up with other covers by Mike Kelley, Richard Prince and Gerard Richter. That’s some serious artistic cred. ### Bonnie “Prince” Billy and Matt Sweeney, *Superwolf* (2005) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/08/06110119/aa-bonnie.jpeg)I have more Bonnie “Prince” Billy albums than any other artist not named Neil or Bob. He is an extraordinary songwriter who mines every uncomfortable theme and emotion imaginable. The music is steeped in sex, violence, loneliness and blood. This drawing by Spencer Sweeney of a bloody hand emerging from the ocean pretty much sums it up. ### Low, *The Great Destroyer* (2005) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/08/06110332/aa-low-.jpeg)The image is as grand in scale and thunderously bold as Low’s sound. The Zak Sally painting could depict billowing storm clouds of plumes of wildfire smoke. Either interpretation matches the feeling Mimi Parker and Alan Sparhawk create with their thick walls of guitar, hypnotic drone and atmospheric ambiance. “When I go Deaf” might be one of my favorite songs with an ending that’s worth the wait. ### Thelonious Monk, *Monk’s Music* (1957) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/08/06110403/aa-monk.jpeg)This was the first jazz record I ever bought. There are countless great jazz covers I could have chosen. But this weird photo by Paul Weller of Monk in shades smoking a cigarette while sitting in a kid’s wagon was cool as shit to me. Hard bop was a completely new world. Coltrane, Coleman Hawkins and Art Blakey all played on this album. It was my gateway drug, and I never looked back. ### Big Thief, *Dragon New Warm Mountain I Believe in You* (2022) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/08/06110450/aa-dragon.jpeg)They are the best band in the world right now. I love the cover because it looks like I drew it. (If that sounds narcissistic, check out the last entry on this list.) Adrianne Lenker’s weird sketch of odd animals playing music around a bonfire could just as easily describe the band itself. Lenker writes songs like Joni Mitchell, and the band sounds like Crazy Horse played by Nirvana. Enough said. ### Tom Brosseau, *Grand Forks* (2007) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/08/06110530/aa-grand-forks.jpeg)Upon arrival in Hawaii on a family vacation, my phone was filled with messages from my friend Tom. He’s a wonderful folk singer who writes odd traditional ditties about floods, ghosts, whiskey, and North Dakota. His label just showed him the artwork for his new record, and he HATED it. He asked if I’d be willing to help. “Of course!” I said. “We just landed in Hawaii. When do you need it?” …. “Tomorrow??” was the answer. I listened to the record sitting on the floor of my hotel bathroom and drew using a pencil, hotel stationary and iced tea I spat on the paper to smudge it. I sketched out drawings of guns, empty whiskey bottles and slot machines. The lonely guy at the bar reminded me of Tom. Not a bad start to a vacation. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Art of the Album **Tags:** ALBUM ART **Sections:** Community Voices, Entertainment --- ### [TMI: DoorDash's App-Based Storefront Is Downright Cringe](https://musebyclios.com/advertising/tmi-doordashs-app-based-storefront-is-downright-cringe/) **Published:** August 5, 2026 **Author:** David Gianatasio **Content:** ![](https://cdn.musebyclios.com/wp-content/uploads/2026/08/05124811/DD-5.jpg)DoorDash’s social media feeds get more cringe every day. And we’re loving it! As the week began, the delivery service teased “CringeMart.” The in-app storefront specializes in condoms, hemorrhoid creams and various “TMI” items folks might prefer to buy remotely. Developed by agency Loop and shot with hidden cameras in a NYC grocery store, the spot stars internet creator [Tana Mongeau](https://www.instagram.com/tanamongeau/?hl=en), ringing up potentially embarrassing purchases. Actors filled the aisles, serving as a Greek Chorus of sorts to heighten the awkwardness and absurdity. At one point they chant “UTI! UTI!” at the tops of their lungs. Epic. Play That clip garnered copious clicks and coverage. DD followed up yesterday with a second video in a similar vein, promising more to come in short order—possibly today. Play “Creators have an incredible ability to take a simple, relatable truth and turn it into something the internet can’t stop talking about,” says Zaria Parvez, head of social at DoorDash. “With CringeMart, we wanted to lean all the way into that energy pairing Tana’s unapologetically unfiltered personality with the wonderfully awkward moments that happen when you put real people in a totally unexpected situation.” “It’s the kind of idea that feels right at home on social: surprising, a little chaotic and, most importantly, a lot of fun.” Indeed, the work’s designed for sharing and it plays out like a sharp improv comedy routine while rocking a clear brand message: Use CringeMart and avoid unwanted scrutiny at the register when you buy contraceptives, laxatives, T.P. and more. Plus, it feels less mean-spirited than [prankvertising](https://www.adweek.com/brand-marketing/prankvertising-are-outrageous-marketing-stunts-worth-risks-148238/) of yore. (Somewhat less so, at any rate.) “The most ‘cringe’ purchases are usually the most relatable,” Parvez says. “There’s nothing actually ‘cringe’ about any of these items. Cut buying them can still feel that way,” “If it’s in CringeMart, it’s probably something you need but don’t want to be seen in public with, which is exactly why we built it. CringeMart is DoorDash’s way of saying we get it, and we’ve got you—no questions asked.” Agency CEO and founder Nick Gallo describes the shoot: “We filmed this on eight robo cams, which resulted in our backstage production looking like we were about to launch a space shuttle,” he says. “Director Nick Skolnick was in the ears of all camera ops, who were controlling the cameras with joysticks. We even had a bunch of production crew members from the early seasons of *Impractical Jokers* to ensure we’d nail it.” As for the casting Tana, “She is confidently comedic—and you have to be, because in a situation like this, anything can happen and you need to act fast. We were feeding her lines through her earpiece and she was just rolling with it and making each delivery funnier than we could have imagined.” “One minute she’s a cashier declaring it UTI Awareness Day with a confetti cannon. The next she’s demonstrating plunger techniques like they’re dance moves. My favorite footage is the unsuspecting shoppers in line behind it all.” One big challenge arose that threatened to put a damper on things: “Our production HQ was set up in the supermarket’s basement, which began flooding as the day went on,” Gallo recalls. “So, while we ran the shoot upstairs, we were also incrementally moving video village further and further from the pooling water and strategically deploying buckets to catch each new pipe leak as it sprang.” “Upstairs we were manufacturing chaos and downstairs the universe was handing us the real thing.” **Related:** [*Can DoorDash Help You Escape Your Gnarly Roommate and His Stinky Pets?*](https://musebyclios.com/advertising/roommate-woes-maybe-doordash-can-help-you-afford-a-new-place/) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Ad of the Week, Advertising **Tags:** DoorDash, loop **Sections:** Entertainment, Lifestyle --- ### [Timothée Chalamet Gets Dental Work, Plugs Kalshi](https://musebyclios.com/film-tv/timothee-chalamet-gets-dental-work-plugs-kalshi/) **Published:** June 12, 2026 **Author:** David Gianatasio **Content:** Hey, Timothée Chalamet, what are you trying to say? Sounds like “Kalshi,” the prediction market and sports betting brand. Too bad you’re in a dentist’s chair and can’t speak freely, with so much scary stuff in your mouth. Still, you’re starring in a Kalshi commercial from agency Es Muy Good and director [Linus Sandgren](https://www.imdb.com/name/nm0761874/). So, you’re probably saying “Kalshi.” Cool. In fact, Tim headlines three oddball spots for the brand in the clip below. They’re pure teasers, seeking to spark interest by leveraging Chalamet’s celebrity without offering any details about the wagering services Kalshi provides. Along with the dental sketch, we watch Chalamet knock his head against the ceiling (begging his neighbors to pipe down) and hit sour notes on a music-shop keyboard. “Timmy brings people together across entertainment, sports, fashion and internet culture,” Keaton Inglis, head of growth at Kalshi, tells Muse. “Kalshi has markets across all of those interests. So, he’s a natural ambassador for a product built around everything people care about.” “If someone finishes the spot wondering, ‘What is Kalshi?’ we’ve broken through. Our goal isn’t just awareness, it’s memorability.” The team tried hard to differentiate the clips from typical commercial fare, shooting on 35mm for an arty, underground vibe. They cast a real dentist, NYC’s Dr. Frederik Solomon of Tribeca Smiles. “If you like what you see, feel free to make an appointment,” quips Es Muy Good founder and ECD Steve Gonzalez. “We’re pretty sure he takes Aetna, Cigna and MetLife.” The work broke this week across digital and social platforms, including [Chalamet’s IG](https://www.instagram.com/tchalamet/). Kalshi’s been tossing its name around quite a bit of late in ads that run a gamut of styles. This [NBA Finals push](https://www.instagram.com/p/DZITQ9JleH6/?img_index=4) featured Giannis Antetokounmpo in a sendup of the classic musical *Grease*, while a [World Cup film](https://www.youtube.com/watch?v=Jf1i5eCB-3c) offered eight soccer legends in eight countries. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Film and TV **Tags:** es muy good, Kalshi, Timothée Chalamet **Sections:** Entertainment, Trending --- ### [Melancholy Danes on Holiday Receive an 'Emergency Slice' of Rye Bread](https://musebyclios.com/eurovisions/melancholy-danes-on-holiday-receive-an-emergency-slice-of-rye-bread/) **Published:** August 4, 2026 **Author:** David Gianatasio **Content:** Here are some notable European campaigns that broke in recent weeks, selected by Muse sibling [Ads of the World](http://adsoftheworld.com). ### Schulstad, ‘The Emergency Slice’ Agency: Forte Advice This amusing case study weaponized Danish homesickness with “The Emergency Slice,” a vacuum-sealed slab of rye bread built for hand luggage and emotional support. Given to holidaymakers before takeoff, the tongue-in-cheek product riffs on airline safety gear, delivering a taste of home the moment paradise loses its shine and the rye cravings hit. [Read More](https://www.adsoftheworld.com/campaigns/the-emergency-slice) Play ### Zlaty Bazant, ‘To Everything That Is So Ours’ Agency: This Is Loco A beer campaign that taps into the Slovak identity by skipping the usual patriotic clichés in favor of the country’s everyday quirks. From embroidered TV covers to cabinets packed with untouched glassware and grandmothers insisting on another schnitzel, the spot finds national pride in the familiar moments everyone recognizes but rarely celebrates. [Read More](https://www.adsoftheworld.com/campaigns/to-everything-that-is-so-ours) Play ### DAZN, ‘No F\*cking Fighting’ Agency: The Romans This fun, tongue-in-cheek parody borrows one of *Peaky Blinders’* most famous scenes to promote *Saturday Fight Night*, with viral creator Gymskin warning an unlikely cast of reality stars, influencers and boxing personalities: “No F\*cking Fighting.” The spot flips the show’s trademark violence into a playful reminder to save the punches for the ring. [Read More](https://www.adsoftheworld.com/campaigns/no-f-cking-fighting) Play ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Eurovisions **Tags:** DAZN, Schulstad, Zlaty Bazant **Sections:** Trending --- ### [Lady JDay Is Leaving Her Mark on the World, One Mural at a Time](https://musebyclios.com/2-minutes-with/lady-jday-is-leaving-her-mark-on-the-world-one-mural-at-a-time/) **Published:** August 4, 2026 **Author:** Luz Corona **Content:** For artists like [Lady JDay](https://www.instagram.com/ladyjday/?hl=en), art is about leaving a mark on the world. The New York–based French street and visual artist creates vibrant murals and expressive canvases that celebrate female strength through emotionally rich portraits. Her work spans cities and continents—from the streets of Brooklyn and Paris to global campaigns and international exhibitions. Most recently, Lady JDay joined Fanatics Fest’s inaugural Artist Alley as one of eight featured creators, customizing memorabilia on-site, including a jersey for newly crowned NBA Champion Karl-Anthony Towns. She has also collaborated with organizations like UN Women, [Porsche](https://www.instagram.com/p/DD2yxKYvYGs/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==), and Sing for Hope. Muse caught up with Lady JDay at Fanatics Fest to talk inspiration, art and why artists should ignore trends. The following has been edited for length and clarity. ### What’s one thing people misunderstand about artists? People misunderstand artists by focusing only on the final product. They miss the process behind it, which includes hours of dedication and \[some\] failures. There is so much more to the work than just the final product. ### What’s a project you are proud of? I’m really proud of \[participating in\] Fanatics Fest. I love to connect with people about sports, fashion and art. I also painted a hospital for cancer treatments in France. So I’m very proud of that mural. > [View this post on Instagram](https://www.instagram.com/p/Da66BX-Fnf-/?utm_source=ig_embed&utm_campaign=loading)[A post shared by Lady Jday (@ladyjday)](https://www.instagram.com/p/Da66BX-Fnf-/?utm_source=ig_embed&utm_campaign=loading) ### What do you want people to feel through your art? I want people to feel joy with my art. I love bright colors; they bring me joy. ### What’s a source of inspiration you return to constantly? New York. There is something very special about the energy of New York—the people and the colors. That’s something that will always feed me. ### Last great book or article or video you consumed? The last book that inspired me a lot and that I highly recommend to everyone is [*The Untethered Soul*](https://untetheredsoul.com/untethered-soul). It is a very interesting spiritual book that everyone should read as part of their human experience. ### You’ve got 2 minutes with the art industry. What’s your hot take? We should not follow trends. While technology and trends are constantly shifting, what doesn’t change is authenticity. **Related:** *[Alex Alpert’s Doodles, Murals and Brand Deals Draw Inspiration From Everyday Life](https://musebyclios.com/2-minutes-with/from-doodles-to-brand-deals-alex-alpert-is-drawing-life-into-the-mundane/)* [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:daveg@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/6b6bfb2f77a71b59d600c283859735f5d62b2631c0b7c29a530b306cb0abde04?s=300&d=mm&r=g) Luz Corona [See Full Bio](https://musebyclios.com/author/luzcorona/) [ ](https://musebyclios.com/author/luzcorona/) **Categories:** 2 Minutes With, Art **Tags:** Art **Sections:** Community Voices, Entertainment --- ### [Don't Rush to Judge Liberty Biberty. The Data Says Wait](https://musebyclios.com/musings/dont-rush-to-judge-liberty-biberty-the-data-says-wait/) **Published:** August 4, 2026 **Author:** David Gianatasio **Content:** Liberty Mutual recently introduced a bright, fuzzy yellow brand character, “Liberty Biberty,” created by Jim Henson’s Creature Shop, to its roster. Biberty is a riff on the celebrated 2019 ad featuring an actor struggling to pronounce the brand name. Its return reflects a strong strategic choice by the brand to revisit a concept that resonated with audiences years ago. The new character is meant to complement existing mascots like LiMu Emu & Doug, rather than replace them. However, some fans have taken to Liberty Mutual’s channels asking them to bring back LiMu Emu full-time, while other marketing voices have also shared their opinions on the new character. Liberty Mutual developed Biberty with creative agency Bandits & Friends as part of a broader character-led strategy, with plans to roll out the character across TV, streaming, social and creator collaborations. That’s a real investment, and it’s exactly why Bibert’s initial performance is worth examining closely. How a brand introduces a mascot and its level of commitment and patience matter as much as the debut ad itself. Our research shows that brand characters drive high attention. That said, they need time to wear in, build familiarity and develop audience fondness. As Orlando Wood notes in his books *Lemon* and *Look out*, mascots need years, not months, to stick. Further System1 research, [The Creative Dividend](https://system1group.com/the-creative-dividend), looked at 56 brands, putting a number on it: long-term brand growth (Star Rating) holds roughly flat for a fluent device’s first three years in market (2.4 to 2.7 Stars), then jumps to 3.6 Stars once it passes the three-to-four-year mark. The longer a character runs, the more embedded it becomes in culture and the stronger it performs. **Early, data-backed results** [System1’s](https://system1group.com/) testing found that Liberty Biberty’s debut performed well with above average results on Spike and Fluency, indicating strong short-term sales potential and strong brand recognition. For context: Spike predicts short-term sales activity, based on how intensely people respond to an ad and how quickly they connect it to the correct brand. Fluency measures how easily people recognize the brand within the ad itself. A strong showing on both means Liberty Biberty is doing exactly what a new character should do out of the gate: getting noticed and getting attributed to Liberty Mutual. The Star Rating, which predicts long-term market share growth by measuring emotional response, is only slightly above average, since audiences don’t yet have an emotional relationship with Liberty Biberty as a character. Right now, it is still borrowing warmth from a 2019 joke rather than earning its own. To see how other brand characters have evolved with wear in, let’s look at three examples: **Tootsie Roll’s Owl: Decades in the making** Tootsie Roll’s owl, featured in their ads since 1970, recently starred in a new ad, [“The Fruit Ones.”](https://www.youtube.com/watch?v=DFX0pl8svnM) We immediately recognize the owl, the Tootsie Roll brand and the familiar storyline. It performed exceptionally well across key effectiveness measures. Mr. Owl himself isn’t static either. Tootsie Roll refreshed the original “How Many Licks?” spot itself in 2025, updating the animation and sound design while keeping the character, the storyline and the joke intact. That’s the model: evolve the execution, keep the character consistent. Consistency is key. Long-term campaigns using a fluent device are [a third more likely](https://system1group.com/lemon) to report very large business effects on market share and profit gain than those without one, with a smaller but still meaningful lift in market share gain. It will be interesting to see how Liberty Mutual maintains LiMu Emu & Doug, while building up its new character. **Pop-Tarts Agents of Crazy Good: Legacy brand, young characters** There’s a case for adding new brand characters to the roster, like reaching new audiences or leaning into product extensions. In 2023, Pop-Tarts introduced its Agents of Crazy Good—Frosted Strawberry, Brown Sugar Cinnamon, Hot Fudge Sundae and a squad of Bites—as part of a new creative direction to lean into snacking. The characters themselves are new but lean on 2000s brand nostalgia. In Liberty Mutual’s case, the “Biberty” joke has been building cultural equity since 2019, and the character marks the brand’s first new mascot launch in eight years. But Liberty Biberty itself still needs time to become a distinct brand identity. **M&M’s Purple Spokescandy** Mars welcomed the Purple spokescandy in 2022, its first addition to its roster of mascots in more than a decade, designed to represent acceptance and inclusivity. It was a bumpy rollout. Backlash over the redesigned characters led Mars to take a pause from their spokescandies through most of 2023, particularly around the Super Bowl. This shows that even branding giants like Mars have faced scrutiny toward new characters, but with time, the fondness can grow. **The Verdict: Mascots need time to mature** The payoff comes from repetition, not the initial idea. Brands often judge new characters on their first-year performance and abandon it after only 12-18 months. This is before the compounding magic starts to kick in. Ad performance improves as fluent devices age. For marketers watching Liberty Biberty’s launch, the real test isn’t whether the debut ad landed. It’s whether the brand has the patience to let the character earn its own familiarity rather than judging it against mascots with greater equity. In the case of Liberty Biberty, I’ll be keeping an eye on how the character is used alongside the brand’s roster and how it performs over the next few years. **Related:** *[Meet Liberty Mutual’s New Mellow Yellow Mascot](https://musebyclios.com/advertising/meet-liberty-mutuals-mellow-yellow-mascot/)* **Related:** *[Tootsie Roll’s Mr. Owl Returns, With a Chameleon Pal in Tow](https://musebyclios.com/advertising/tootsie-rolls-mr-owl-returns-with-a-chameleon-pal-in-tow/)* **Related:** *[The New Purple M&M Wants Everyone to Feel Like They Belong](https://musebyclios.com/music/the-new-purple-mm-wants-everyone-to-feel-like-they-belong/)* **Related:** *[Why Brand Mascots Are Hotter Than Ever](https://musebyclios.com/advertising/why-brand-mascots-are-hotter-than-ever/)* ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings **Tags:** Liberty Mutual, System1 **Sections:** Community Voices, Entertainment --- ### ['Best Brands on Earth' Reveals August Guest Lineup](https://musebyclios.com/culture-creators/best-brands-on-earth-reveals-august-guest-lineup/) **Published:** August 3, 2026 **Author:** Luz Corona **Content:** *Best Brands on Earth* *from the Clios* (*BBOE*) has announced its guest list for August. *BBOE* goes behind the scenes with the brands that have shaped culture and earned lasting relevance. The podcast reflects the Clios’ broader commitment to celebrating the people, ideas and work shaping culture today, alongside initiatives such as the inaugural [Clios on Culture](https://info.clios.com/clios-on-culture?utm_source=musebyclios&utm_medium=referral&utm_campaign=culture) event this September and the newly launched Clio Creator Awards. *BBOE’s* August programming includes: - Aug. 4: Greg Fass, VP of marketing, and Andy Pearson, VP of Creative, [Liquid Death](https://musebyclios.com/advertising/strange-brew-liquid-death-iced-tea-vs-long-island-iced-tea/) - Aug. 11: Megan Imbres, CMO, [Peloton Interactive](https://musebyclios.com/film-tv/the-story-behind-hudson-williams-peloton-hot-spot/) - Aug. 18: Tristan Pineiro, CMO, and S.J. Jenkins, Heads of Brand Creative, [Grindr](https://www.adsoftheworld.com/campaigns/i-wool-survive) - Aug. 25: Zech Francis, CMO, Recess The podcast is co-hosted by marketing veteran Matt Kerbel and journalist-turned-actress Hayley Clover. “Andy and Greg \[from Liquid Death\] are by far the funniest guests we’ve \[ever\] had. They are so seriously good at their jobs while being completely unserious (in the best way possible), and it was amazing to get an inside look at how they keep winning,” shares Clover. “The audience is in for a treat with the Grindr episode, too. Its recent campaigns were mind-blowing, and hearing what it took to pull them off was inspiring.” Previous episodes featured: Radhika Duggal, CMO, Major League Soccer; Dhar Mann, creator and founder of Dhar Mann Studios; and Dea Lawrence, co-president and publisher, Variety. Fresh episodes drop every Tuesday on Spotify, Apple Podcasts and YouTube. For the most recent updates, visit Muse by Clios or stay connected with BBOE on [TikTok](https://www.tiktok.com/@bestbrandsonearth), [Instagram](https://www.instagram.com/bestbrandsonearth/), [LinkedIn](https://www.linkedin.com/company/bboe/) and [YouTube](https://www.youtube.com/@BestBrandsOnEarth). For podcast guest opportunities, please [contact Muse by Clios](https://musebyclios.com/contact-us/). **Related:** [*Inside the Clios’ New Podcast, ‘Best Brands on Earth’*](https://musebyclios.com/clio-awards/inside-the-clios-new-podcast-best-brands-on-earth/) ![author avatar](https://secure.gravatar.com/avatar/6b6bfb2f77a71b59d600c283859735f5d62b2631c0b7c29a530b306cb0abde04?s=300&d=mm&r=g) Luz Corona [See Full Bio](https://musebyclios.com/author/luzcorona/) [ ](https://musebyclios.com/author/luzcorona/) **Categories:** Culture and Creators **Tags:** Best Brands on Earth **Sections:** Entertainment, The Clios --- ### [Why 'One Life to Live' and 'Transparent' Feel Like Gifts to Judith Light](https://musebyclios.com/film-tv/why-one-life-to-live-and-transparent-feel-like-gifts-to-judith-light/) **Published:** July 1, 2026 **Author:** David Gianatasio **Content:** To soap fans, she’s the dramatic Karen Wolek from *One Life to Live*. To sitcom lovers, she’s ad exec Angela Bower from *Who’s the Boss?* But while Emmy and Tony winner Judith Light’s 50-year career reads like a bucket list of iconic roles, her legacy extends far beyond the screen. Throughout her decades in theater, film and television, [Light ](https://www.imdb.com/name/nm0509937/)has consistently made it about others, including—and notably—through her pioneering advocacy for the LGBTQ+ community and those diagnosed with HIV/AIDS. Muse caught up with Light at Tribeca X to discuss artist misconceptions, the impact of her work and the power of perseverance. ### Where did you grow up and where do you live now? How do the two places compare? I grew up in Trenton, N.J. My parents were both from New York—my father is from the Bronx and my mother is from Scarsdale—but we moved to Trenton because my father was opening a fruit and produce business there. Now, I live with my husband between New York and Los Angeles. They don’t compare at all. I grew up in a very different kind of circumstance. In Trenton, I lived in a semi-detached house. It was actually bigger than the tiny apartment we have in New York right now. We have a nice house in Los Angeles, and it is just different. I was very grateful for \[what we had\] when I was growing up, and I’m very grateful for what we have now. ### What is one thing people misunderstand about actors? That all of us only think about ourselves and that we only think about our work, and that it’s the only thing we are willing to talk about. But most of the people in my world and my friendships think about a whole lot of other things. They use \[those experiences\] for their work, but it isn’t all they talk or think about. Actors are artists, and they are much more expansive than people know or understand. ### What is the best career advice you’ve actually followed? Don’t make it about yourself. Make it about other people. Make it about the work you are doing to serve others. I hope that I have been able to live up to that. ### Do you have a favorite project from your career? I don’t have just one favorite. I have had so many projects that have been such gifts to me. *One Life to Live* was a gift. *Who’s the Boss?* was a gift. *Wit* was a gift, a Pulitzer Prize-winning play written by the wonderful, creative Margaret Edson about a woman dying of fourth-stage ovarian cancer. I had to be bald and nude on stage, and it was transformative for me. *Transparent* and *Ugly Betty*…the things that have mattered to me in the most powerful ways. The show I just finished, *The Devil in Silver* for AMC+, which had a really powerful impact on me. And a project for Marvel, *The Punisher*, with Jon Bernthal. On *The Devil in Silver*, I got to work with Dan Stevens and a lot of my friends from the New York theater \[scene\]. All of these projects have different components and touchstones for me. The friendships and connections we made were powerful because \[the stories\] actually talk about who human beings really are. Those are the \[projects\] that always stick with me the most. ### Can you tell us about a time a project almost didn’t come to fruition? How did you persevere? When it comes to perseverance, I can tell you that it’s just what I do all the time. My husband, Robert \[Desiderio\], is a writer. He had his first novel published in 2020 called *The Occurrence*, and he’s currently working with someone \[to adapt it\]. We have a bunch of other projects we’re really interested in that he has created or written, where I am attached partly as a producer and possibly to act in them. Development takes much longer than I would have expected. Keeping the perseverance alive—even if it’s a light in the distance that’s potent and connected—is essential if you’re going to make anything in this business. I just had a project that people were incredibly interested in, and then it fell through. These things happen all the time. But your resilience and your perseverance are what keep you going, plus the joy and creativity of the work. I take immense inspiration from Robert and his perseverance. He has one novel published, two others written, and he just handed his latest \[novel\] to his literary agent. It’s a feeling thing, not just an intellectual thing. ### Fill in the blank: When I am in a creative rut, I \_\_\_\_\_\_\_\_. Sometimes it happens when I’m working on a play or a specific project. When it does, I just stop. I recognize it and say, *“Oh, look at you. You’re in a rut.”* Though it’s not really a rut; it just means something isn’t flowing. I feel the best thing to do is simply stop. Go into the garden. Get a glass of water. Take a bath. Just stop. Don’t drive yourself crazy thinking, *“It’s not happening, it’s not happening.”* Let it be. Let it rest, and something will come. Something always comes. It’s always about evolution. ### What is the last great book, article or video you consumed? One of the last great books I read was Victor LaValle’s *The Devil in Silver*. It is pretty extraordinary. I wanted to read it while we were shooting the show, and it had a massive impact on me. I’m also in the middle of reading my husband Robert’s latest book that he just sent to his agent, which is very exciting for me. Aside from that, I read a lot of powerful articles in *The Atlantic* that feed me in terms of understanding our culture and what is happening in our country right now. ### If you weren’t acting, what would you be doing? Years ago, I always said I would go into psychology. The world of psychology is deeply important to me because it’s exactly what I use to understand myself and create my characters. Beyond that, I’ve always been interested in history, archaeology, astronomy and the law. I have also always loved working with and supporting young people to help them realize their potential and growth. Those are all arenas I would likely seek out. ### You have two minutes with the entertainment industry. What is your hot take or message to Hollywood? I think it is absolutely essential for our culture that we be mindful of who we are, and that we stay awake and aware of the ways we operate in the world. *The Devil in Silver* on AMC+ is fundamentally about how we treat people with mental illness. There are so many complications in people’s lives—private, personal moments where they are worried, frightened, upset, or in despair. As a society, we don’t pay enough attention to that. We don’t look at ourselves, and we aren’t mindful of how we could be more thoughtful, kinder, gentler, connected, and unified. I truly believe our world would be entirely different if we all did that just a little bit more. It is so incredibly valuable. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:daveg@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** 2 Minutes With, Film and TV **Tags:** judith light **Sections:** Entertainment, Trending --- ### [For Puma’s Chief Johnson, Authentic Streetwear Is Always Born in the Streets](https://musebyclios.com/sports/for-pumas-chief-johnson-authentic-streetwear-is-always-born-in-the-streets/) **Published:** July 8, 2026 **Author:** Luz Corona **Content:** As Puma’s head of entertainment marketing, Chief Johnson knows what drives today’s streetwear trends. His career path is a zigzag across sectors that drive cultural buzz—fashion, music and everything in between. Heavily involved in the social media marketing of his signed rap group Deux Process during the MySpace era, [Johnson solidified his foundation](https://www.revolt.tv/article/2020-05-04/77138/pumas-chief-johnson-on-nipsey-hussle-collab-and-climbing-the-ranks-to-his-current-position) in understanding what drives buzz. He went on to oversee marketing operations for streetwear brands Crooks & Castles and Young & Reckless before landing his “first corporate job” at Puma, where he has been climbing the ranks within the entertainment marketing department ever since. He has since been named one of Billboard’s Top 100 Hip-Hop Power Players and has collaborated with notable artists including Nipsey Hussle, Meek Mill and G-Eazy. Muse caught up with Johnson at this year’s Tribeca X while the brand promoted its short film, Fade. The film was officially featured during the festival’s Tribeca X programming and was accompanied by its own panel, [“Fade: Culture, Legacy, and the Stories We Carry.”](https://tribecafilm.com/tribecax/schedule/fade-culture-legacy-and-the-storries-we-carry) The following has been edited for length and clarity. ### Where did you grow up, where do you live now and how did the two places compare? I moved around a lot. I was born in West Virginia, lived in Colorado, spent time growing up in New Orleans, Atlanta, and then Los Angeles the past 22 years. They’re all very different places. For me, the bonus of living in all those places is seeing so many different heritages, communities and cultures; \[they form\] a melting pot of different people which helped shape me and who I am today. ### Best career advice you actually follow? Be a sponge. I was told early in my marketing career from my mentor to soak it all up, even if it’s parts of the company or wherever you’re working that you don’t necessarily work in. If somebody’s willing to share knowledge or give you their time to understand a little bit more, then do it. When I first started working at Puma in corporate, I wanted to learn about how the product was developed, more about accounting, streamline, go-to-market and all those different things. It’s really helped me. I’m definitely not an expert in all those things. But I have enough insight now where I can understand the process and be able to do my job better. ### What’s a creative hill you’ll die on? The creative hill I’ll die on—and I hate to use this word because I feel like it gets tossed around so much—is authenticity. It’s become a very watered-down word. I don’t think intentionally; people genuinely either think they understand the authenticity of it, but for me, it’s a couple things: Being authentic to myself, authentic to whatever brand I’m working with and their core values, and being authentic to who I’m trying to speak to. That’s something I will die on, especially if my name’s attached to it. ### What’s overrated in marketing right now? UGC. We all have to touch the influencer space, but going back to authenticity, when everyone’s working with the same creators, it dilutes the message of the products. When I’m working with a creator or influencer, I’ll go on their page, and if every other post is them opening a new brand and they’re “excited”—how excited can you be about everything that you’re doing? You can see it in the market; it’s less and less effective regarding direct sales and influencing people. People are now focusing on the nano and the micro because that space tends to have a more authentic core fan base that does push influence. As marketers and companies, we have to figure out that balance of being able to storytell within the brand and not so heavily rely on influencers and UGC to tell that story. ### What is a misconception about streetwear brands? It’s twofold. At the core of streetwear brands, they were born in the streets—neighborhoods like Brooklyn or places in L.A. These were smaller companies that got it “out the mud,” and it was also affordable. You would target a consumer who looked and dressed like you, but they could also afford the brand. I love a lot of these brands, but at some point, $200 for a T-shirt and $500 for a hoodie becomes a little pretentious. When I look at streetwear, I ask: Are you really touching the streets, or is this for people on Wall Street who have tons of money? Streetwear means it was born in the streets. And being conscientious of your consumer is the core of it for me. ### Can you tell us about a time a project almost didn’t come to fruition? There are so many of those. One that really sticks out and is near and dear to me is our partnership with Nipsey Hussle. The partnership was going great, but in the midst of getting ready to launch his first collection, he passed away. There were discussions about whether we even put the collection out or if we walk away and figure out how to honor his legacy. I grappled with that, being a friend of his and wanting to honor his legacy. But there’s also a commercial aspect. Finding that balance was key. Other times, contracts don’t get done in time or budgets shift, but that one stands out as a key moment I had to go through. ### How did you work through that? Are you happy with the end result and how you brought that to life? Absolutely. We had an amazing—and still have an amazing—relationship with his family. Sometimes at the core of it, we tend to forget we’re all humans. You need to sit down and have an open conversation. We were wrestling with these things from a brand side, but after sitting with the family, they said, “No, let’s put this out. Let’s roll it out as if he’s still here.” That was the best way to honor him. Communication and transparency are top keys in marketing and branding. ### Finish this sentence: “When I am in a creative rut, I…” …walk around. Everybody knows when I’m walking around the office or pacing a lot; they say, “Oh, he’s thinking. He’s trying to dial up some creative juice.” That gets my juices going, especially outside, because inspiration comes from watching people and looking at buildings. I love architecture, and sometimes you just need your mind to clear and reset to get back in that creative space. ### A newsletter creator or account everyone in marketing should be following right now? Personally, it’s the account [TrustGodbro](https://www.trustgodbroapparel.com/). Sometimes I forget to reset, be mindful and be grateful. Sometimes we do amazing work and forget to let it settle in and say “good job.” That account offers daily quotes and reminders for me. It’s more about the grounded piece than industry insights. ### If you weren’t doing this role, what would you be doing? I would probably be a GM of a sports team. I love sports and wanted to work in it, but you have to go in early, fresh out of college, because it doesn’t pay well unless you build your way up. If I wasn’t doing this, I’d want to run a basketball or football team. \[For example\], the Chicago Bears, Denver Nuggets and New York Yankees. I used to collect cards when I was little. My uncles liked the Raiders, my pops liked the Bears. And living in Colorado, I fell in love with players like Carmelo Anthony. I randomly picked my teams and I’m sticking with them. ### You’ve got two minutes with the industry. What’s your hot take? Go outside. Get from behind your computers. Go to the mall, people watch and listen to your kids or your nieces and nephews. They have so much insight. They know what’s trending and what’s hot. Pay attention to the kids. > [View this post on Instagram](https://www.instagram.com/reel/Daiy8mEiHOK/?utm_source=ig_embed&utm_campaign=loading)[A post shared by The Clios (@clioawards)](https://www.instagram.com/reel/Daiy8mEiHOK/?utm_source=ig_embed&utm_campaign=loading) [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:daveg@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/6b6bfb2f77a71b59d600c283859735f5d62b2631c0b7c29a530b306cb0abde04?s=300&d=mm&r=g) Luz Corona [See Full Bio](https://musebyclios.com/author/luzcorona/) [ ](https://musebyclios.com/author/luzcorona/) **Categories:** 2 Minutes With, Fashion and Beauty, Sports **Tags:** Entertainment, Fashion & Beauty, Music, Puma **Sections:** Community Voices, Entertainment --- ### [Paralympic Athlete Scout Bassett Is Here to Defy the ‘Participatory’ Stereotype](https://musebyclios.com/sports/paralympic-athlete-scout-bassett-is-here-to-defy-the-participatory-stereotype/) **Published:** July 15, 2026 **Author:** Luz Corona **Content:** Scout Bassett knows her purpose goes beyond her multiple Paralympic medals and world records. Bassett spent seven years in a government-run orphanage in China after she was abandoned on the side of a street following the loss of her right leg and suffered severe burns from a chemical fire as an infant. She was adopted by an American couple from Michigan in 1995. Since then, Bassett has taken the track and field world by storm. She is a 7-time 100m National Champion, the 400m World Record holder and the 200m American Record holder. Previously, she won three silver medals and one bronze at the ITU Paratriathlon World Championships on the USA Paratriathlon National Team. In 2024, she was honored with the [Clio Sports Impact Award](https://clios.com/specialty-oty-awards/scout-bassett/) for her advocacy work in the world of sports. Bassett spends time as a mentor, activist for people with disabilities, athlete ambassador and motivational speaker. Through the Scout Bassett Grant, created with the Women’s Sports Foundation and Athletes for Impact, female athletes with disabilities receive funding for elite competition. Muse recently caught up with Bassett to discuss pivotal career moments, life advice and her predictions for the future of track and field. The following has been lightly edited for length and clarity. ### What was a source of inspiration for you back in your teenage years when you first started track and field? The hope that I could be something and one day become somebody. I know that’s an odd answer, but given my background—where I came from and where I grew up—I always felt destined to do more in my life. I just didn’t know what that looked like, and nothing about how I grew up would have suggested it was possible. But I kept hoping that if I continued to show up, work hard and remain passionate, things would unfold the way I dreamed. ### What is a source of inspiration you return to constantly? The grantees we support through the Scout Bassett Fund and the young girls I mentor. I didn’t realize it when I was younger, but the work of my life is for them—and for the younger version of me who lacked the resources, support, and sense of community and connection that I desperately needed as a young girl navigating this world. It’s an honor and a blessing to create a platform that invests in these women’s dreams and goals. But on a personal level, helping them navigate the same struggles I faced so they feel a little less alone is what I am most proud of. ### When did you first realize a future playing professional sports was a possibility? Was there an “aha” moment? The “aha” moment came later in my career. I ran and competed for a long time before I found success. Many people don’t realize how much failure I experienced before winning my first national championship in 2013, a year after I went to the Paralympic trials and finished last in all of my events. Within a year, I turned my entire life around. It made a commitment to do whatever it took: making massive sacrifices, seeking the best coaching, and building the best support team. Winning my first national championship, beating the athletes who had beaten me the year before, qualifying for my first world championship and making the finals—that was when I realized, “Ok, I think we’re onto something.” ### What is one thing people misunderstand about athletes with disabilities? They see us as participatory athletes. Many people view the Paralympics as not that competitive, or they assume you don’t have to train at the same level as non-disabled athletes. It is the absolute opposite. I cannot speak for everyone, but I put far more work into my craft than most non-disabled athletes do. The adversity and trials I went through just to compete at the elite Paralympic level were enormous. The physical work I had to put my body through was unending. I hope people can see athletes like me as elite-caliber competitors who dedicate a tremendous amount of time to what we do and love. Physically, we are as capable as any athlete. I want to change the stereotype so that when people watch the Paralympics, they understand they are watching the best of the best in the world. It is not an “everybody gets a ribbon for showing up” kind of event. ### What did winning the Clio Sports 2024 Impact Award mean to you? Winning the Impact Award at the Clio Sports Awards last year was a special, pivotal highlight of my career. It gave us credibility and shone a light on a space that many people didn’t know much about. Bringing that representation to the forefront meant so much. ### What is the best career advice you actually follow? To this day, I follow this advice: Never attach your worth or value to a place, a person, an achievement, a title or a company. Attach your value strictly to a purpose and a calling. Those other things change constantly—where you live, people, jobs, achievements. But your purpose and calling do not come and go. If you root yourself and build your life around that purpose, that is how you maintain your peace. Whenever I have felt lost or faced uncertainty, I have returned to my purpose. That is where I find strength. ### What is the last great book, article or podcast you enjoyed? It is a heavy one, but one of the best books I’ve ever read is *The Body Keeps the Score: Brain, Mind, and Body in the Healing of Trauma*. It has incredible science-meets-real-life examples of people who have endured deep trauma. Trauma comes in all forms. It is not always the most extreme scenarios we typically think of, but everyone has faced some sort of trauma. The author, a psychotherapist, wrote this book about his research helping people from all backgrounds navigate trauma. I highly recommend it because it helps you understand people much better. ### You recently awarded Beatriz Hatz (U.S. Paralympian and [*Love Island Season 8*](https://musebyclios.com/advertising/from-coffee-mate-to-poppi-branded-bombshells-have-entered-the-villa/)) with a 2026 Scout Bassett Grant. What is the legacy you hope to leave behind for this next generation of Paralympians? We are building something special with the Scout Bassett Fund by supporting people with disabilities, a community that is largely overlooked. I hope the fund exists long after I am gone. We want it to be a space where women feel free to be themselves and pursue their biggest athletic aspirations. Hopefully, one of these grantees will eventually pay it forward to someone else. That is the whole idea. But I want our legacy to prove that every person has tremendous value and worth. We are trying to change a challenging narrative: When it comes to women with disabilities, society has largely viewed our bodies as not being aspirational, desirable or attractive. I want to highlight how incredible, beautiful, strong, accomplished and powerful these women are. In time, I hope we stop defining a woman with a disability by her physical limitations and instead see her as a whole person. **> [View this post on Instagram](https://www.instagram.com/reel/DVq3XkzjkSY/?utm_source=ig_embed&utm_campaign=loading)[A post shared by Scout Bassett Fund (@scoutbassettfund)](https://www.instagram.com/reel/DVq3XkzjkSY/?utm_source=ig_embed&utm_campaign=loading)** ### Finish this sentence: When I am in a creative rut, I \_\_\_\_\_\_\_. … go to the ocean. That is my safe space and the place where I am able to let go. When I do that, the best ideas, thoughts and motivation come to me. It is nice to go to the water and just be still. I am learning to be better at sitting in that stillness near the ocean and allowing that inspiration to come to me. ### You have two minutes with the industry. What is your hot take? From a sporting perspective, I believe that one day, the fastest person in the world will run on prosthetics. And we are much closer to that reality than people think. Outside of sports, I am concerned about the long-term effects of AI on personality, connection, and people’s ability to reason and think for themselves. We are already seeing how our culture is being altered by it. The beauty of humanity is our range of emotions, our life experiences and the uniqueness of every individual. In this digital age, we are replacing human interaction with digital connection. While there are positive aspects of AI, I do not want us to lose the human element that makes us unique. **Related:** [*Clio Sports Announces 2026 Jury Chairs*](https://clios.com/clios-juries/clio-sports/2026) [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:daveg@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/6b6bfb2f77a71b59d600c283859735f5d62b2631c0b7c29a530b306cb0abde04?s=300&d=mm&r=g) Luz Corona [See Full Bio](https://musebyclios.com/author/luzcorona/) [ ](https://musebyclios.com/author/luzcorona/) **Categories:** 2 Minutes With, Clio Sports, Sports **Tags:** Paralympics **Sections:** Entertainment, Trending --- ### [Can Canadian Hot Shop Courage Make It in New York?](https://musebyclios.com/2-minutes-with/can-canadian-hot-shop-courage-make-it-in-new-york/) **Published:** July 24, 2026 **Author:** David Gianatasio **Content:** “We opened Courage New York to give clients the creative they dream of, without the nightmare of traditional marketing processes,” agency partner and ECD [Mina Mikhael](https://www.linkedin.com/in/minamikhael/) tells Muse. “We’ve set up in Chinatown with a simple goal: get to the *next* brief. If we do our jobs well, with care and kindness and craft, our hope is that clients feel there’s no one else they’d rather hire for the next assignment.” Mina leads the Canadian juggernaut’s first U.S. office—and third overall, following Toronto and Montreal—with co-ECD Steve Horn and managing director Pauline Tastenhoye. The trio launched the outpost last week. Pauline had served at Tombras, while Mina and Steve held senior roles at Translation, working with the NBA, Meta, PlayStation and more. Here, Mina chats about the U.S. expansion, his creative inspirations and recent work he’s admired. ### Where did you grow up, where do you live now and how do the two compare? Now Brooklyn-based, but L.A. origins. I’d be hard pressed to find a better place to raise my daughter. My wife and I love how New York allows us to be outside for every moment, meeting and experiencing characters, cultures and cuisines that makes life feel like an insane daily adventure for our kid. As creatives, we’re constantly humbled and inspired by our surroundings, getting to make a small place for ourselves in this big city. We’ll head out west every few months to visit our families and get back to the sun and nature, but Brooklyn is our forever home. ### Was there an “a-ha” moment in your life that made you realize what you wanted to do? It’s hard to beat seeing Kermit or Deadpool perform one of your scripts and feel like you might be doing exactly what you were meant to do. ### What creative hill would you die on? People don’t hate ads. They hate bad ads. Audiences want craft; they want storytelling, whether they realize it or not. It’s the reason we stop to watch a movie trailer on our phones for three minutes or rush to the theater. It’s the reason we listen to albums the minute they drop or visit galleries and museums. People want something different from the homogenous slop they’re fed in every infinite feed and unskippable ad. It’s our jobs as creatives to provide something audiences cannot experience anywhere else. Make the 30 seconds memorable. Make the activation creative. The least we can do is create something that rewards the attention people willingly or unwillingly give our work. ### Finish this sentence: “When I am in a creative rut, I \_\_\_\_\_ .” … stop. I dig through my catalog of inspirations, from films to stickers to books to designers to ads and remind myself of the things that I love. Sometimes watching and listening goes a whole lot further than trying to push through. ### Why’d you join Courage’s U.S. outpost launch? Imagine being able to open a shop with your friends, and then actually getting the chance to do it. The three of us have been lucky to spend our careers making work we love with people we love. Yes, there are more independent shops than ever that can all point to their awards and cultural breakthroughs. But the tiebreaker will be the relationships clients build with their agencies. Steve and I have spent the past few years helping clients make their favorite work, the pieces they can’t wait to show their friends. We’re following the model that has made Courage’s Toronto headquarters and Montreal office so successful: existing solely to solve clients’ problems with creative thinking while never losing the joy of making great work. ### Can you talk about a time a campaign or project almost didn’t come to fruition? In 2021, the [NBA was celebrating its 75th anniversary](https://musebyclios.com/advertising/nba-stars-old-and-new-gather-for-leagues-fun-75th-birthday-ad/), and our creatives (Johanna Martinez and Chanae Reed) wanted to create a film around a neighborhood housing the greatest players ever. It’s hard enough getting one or two players, never mind nearly 75 all-time greats. For Steve and I, it was a matter of *what* it would take, not how or why. Initially, we had some interest from some players: a few recognizable names, but not the major stars that encapsulated the milestone. We knew the campaign was compelling, and we knew we were sitting on something special. We took a bet on ourselves, filmed the players we had and edited a version with holes to show our legends where they’d fit. And then we just sent it out. A week or two later, the bet paid off. Players saw the cut. Lebron’s team saw the work, and he was ready to join. And once Lebron said yes—everyone else from Magic to Bill Russell to Durant suddenly went from “maybes” to “whens.” We got back the crew, another few days of shooting and capped it off with Michael B. Jordan driving the entire campaign. Play ### What’s overrated in marketing right now? The *why*. We are wasting clients’ time and money over-debating the reasoning behind *why* we make the work and have lost the excitement around the *how*. We’re celebrating good meetings instead of great work and losing the plot on how simply the industry can function. Ultimately the goal is to create strategically sound, entertaining work that everyone can be stoked to be a part of. If done well, then all parties involved will benefit from the work. ### Was there a mentor who helped you navigate the industry? I’ve been incredibly lucky to be taught by great leaders, and none more so than [Jason Campbell](https://lbbonline.com/news/Jason-Campbell-McGarrah-Jessee-Chief-Creative-Officer). Jason instilled in me that true creative leaders teach and protect, while holding craft as non-negotiable. He taught how it’s not enough to get a seat at the table, but to occupy the space and earn your keep. ### What would you be doing if you weren’t in advertising? Directing… in advertising. ### You’ve got 2 minutes with the industry. What’s your hot take? Advertising is not important. Advertising is entertainment. We spend too much time analyzing, dissecting, critiquing, and forgetting that we create small moments designed to provide emotional escapes when people least expect it. If we’re not enjoying the process, then how can we expect anyone else to? [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:daveg@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** 2 Minutes With **Tags:** Courage **Sections:** Community Voices --- ### [Sean Topping's Secret Weapon? It's Simplicity](https://musebyclios.com/2-minutes-with/sean-toppings-secret-weapon-its-simplicity/) **Published:** July 17, 2026 **Author:** David Gianatasio **Content:** When it comes to crafting campaigns, [Sean Topping](http://linkedin.com/in/sean-topping-533b045), founder and creative director of Grit Advertising and Design in Denver, says simplicity is a hill he’d die on. Sean cites new work for Arrowhead Spring Water (tagged “And Nothing Else”), along with Goose Island Brewery ads themed “Drink Goose. Have Fun,” as prime examples. “They have the whole philosophy in one line,” he explains. “If you’ve got a great headline, take everything else away. If you’ve got a great visual, take everything else away. If you don’t have either yet, that’s when design can carry more of the weight. But always start by finding the simplest, cleanest way to present the idea first.” Sean and his team specialize in building identities for CPG brands. Along with Arrowhead and Goose, key assignments include Sierra Nevada and Mountain Valley. We spent some time with Sean to learn more about his background, his creative inspirations and recent work he’s admired. Sean, tell us… ### Where did you grow up, where do you live now, and how do the two compare? I grew up in Denver, spent time working in San Francisco and New York, and eventually came back home, where I still live today. The city’s changed a lot in that time. It went from being a flyover, middle-of-nowhere town to a place young creatives put in the same consideration set as Austin or Portland. ### Was there an “a-ha” moment in your life that made you realize what you wanted to do? Not sure if you’re familiar with the old *Bewitched* TV series, but the husband, Darrin, worked at an ad agency and every episode seemed to be about him pitching a tagline or campaign idea, usually in some chaotic scene at their house over dinner. I was around 10 years old watching that, and I remember thinking, “That’s what I want to do!” Something about coming up with jingles and slogans just stuck. ### Best career advice you actually followed? This one came from Lee Clow, when I worked for a TBWA sister agency: Don’t get too attached to one idea too early. Iterate as fast as you can, push and pull in multiple directions. Sometimes you land on something better. Other times, it makes your first idea more bulletproof. ### What’s a source of inspiration you return to constantly? This is going to sound a little hippie-dippy, but I genuinely believe ideas are just out there in the universe—floating around, waiting to be picked up. Your job is to stay open-minded and be an antenna for anything and everything. That said, I still love print. We subscribe to *The New Yorker*, *The Atlantic*, *Thrasher*, *National Geographic*, *Texas Monthly*, *Interview Magazine* and *Monster Children*. I try to read every word, every month. It’s still my favorite way to take in beautiful writing, photography, art direction and design. Online sources are great. But when something’s crafted to live in print first, it just hits different. ### What’s one tool that changed how you work? My iPhone. Kind of an obvious answer, but specifically the camera and note app. I’m constantly snapping photos of things I see out in the world. A color combo, a weird sign, a piece of packaging. It’s become an external hard drive for my brain. Most of Grit’s best ideas started as a blurry photo I took at a gas station or grocery store, or as a memo to myself at 3 a.m. ### Tell us about a recent project you’re proud of. The new Arrowhead Mountain Spring Water campaign. Water is one of those unique CPG categories that only exists because of branding. It’s a clear, odorless, tasteless product that most of us can get for free at home. It’s also an intensely competitive market, with every brand making some version of the same claims. So, we shot around L.A., to help tell the story that Arrowhead has always been Southern California’s local spring water. It’s straightforward. It’s exactly what it says it is. ### Is there a mentor who helped you navigate the industry? When I was a junior art director, I got to work with Jim Landry, who went on to become a CD at Fallon and a few other Minneapolis shops. Jim was the one who helped me stop fixating on every small detail and start looking at the bigger picture. Not just the individual ad or campaign, but how a big idea grows and evolves over years. He’s an incredible art director and helped me find my visual voice and focus. ### What would you be doing if you weren’t in advertising? The same day I accepted my first job in advertising, I also had an offer to build the play environments at the Children’s Museum in Denver. It’s this incredible place filled with things for kids to build, create and get lost in. I’ve always secretly wondered what life would’ve been like if I took that job, just hanging out and dreaming up cool things for kids to do. So, probably that. ### You’ve got 2 minutes with the industry… what’s your hot take? AI is turning out to be mostly a waste of time and money. In the short term, I think it’ll mainly be used to replace mediocre, mundane work with faster, cheaper mundane work. We’ve been using it successfully at Grit as a tool to comp our human ideas faster and iterate on different scenarios. And that part’s genuinely useful and great. But it’ll be years, if ever, before it can replace real human insight, creativity and passion. I just don’t think it will ever have the ability to learn good taste or genuine vibe. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/07/16111957/AH-4.jpg)[2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:daveg@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** 2 Minutes With **Tags:** grit **Sections:** Community Voices --- ### [Alex Alpert's Doodles, Murals and Brand Deals Draw Inspiration From Everyday Life](https://musebyclios.com/2-minutes-with/from-doodles-to-brand-deals-alex-alpert-is-drawing-life-into-the-mundane/) **Published:** July 29, 2026 **Author:** Luz Corona **Content:** Most kids get grounded for doodling on the walls. Alex Alpert made a career out of it. Drawing inspiration from NYC life and everyday stories, Alpert’s signature stream-of-consciousness style features free-flowing linework and intricate shading. Known for his large-scale murals and live-drawing activations (similar to his recent setup at Fanatics Fest’s inaugural Artist Alley), Alpert’s work spans global collaborations with brands, musicians and athletes. But many have likely seen his art everywhere from Subway sandwich packaging to custom [Bugatti Baby II models](https://www.instagram.com/reel/DCgvUFJioDL/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==), alongside major projects for Nike, Red Bull, Formula 1, Lexus and the Olympics. Muse caught up with Alpert at Fanatics Fest for two minutes to discuss inspiration, artist misconceptions and the future of independent artists. The following has been lightly edited for clarity and length. ### What would you tell your younger self if they could see you now? I worked full-time in the music industry for a while. I worked in corporate and always thought that would be my path. But then on a whim, I started taking art more seriously and made the transition. I don’t think my younger self would have anticipated that, but hopefully he would be proud. ### What’s a creative hill you’ll die on? You need to love your work first. I used to do a lot more realism and other styles that I didn’t feel totally confident about, and I think other people sensed that. It wasn’t until I started loving my own work—which is this freestyle drawing that makes me happy—that other people started to love it too. ### Finish this sentence. When I am in a creative rut, I… …go for a walk through New York City and take in everything. It could be galleries, architecture or it could just be a pigeon or a bench or something very New York. That always inspires me. ### What’s one thing people misunderstand about artists? Some people might assume that we’re not responsible or organized. A lot of artists work with brands and corporations. So, we need to be really on top of our work and know how to work with teams and other people. People are always pleasantly surprised when I am on top of my stuff. A lot of artists are \[organized\], too. So, that’s not an assumption you should always make. ### What’s a project you are proud of? I am proud of being here at Fanatics Fest. They’ve been awesome to work with all year. We did the Super Bowl where I painted on helmets. We did NBA All-Star, FIFA for the World Cup, so a lot of fun stuff. I do a lot of work for Free Arts, an arts education nonprofit for kids teaching them art technique, and for NAMI (the National Alliance on Mental Illness). I’m probably most proud of the nonprofit stuff, but it all works together. ***> [View this post on Instagram](https://www.instagram.com/reel/DbJGaPIT8T-/?utm_source=ig_embed&utm_campaign=loading)[A post shared by Alex Alpert (@alex.alpert)](https://www.instagram.com/reel/DbJGaPIT8T-/?utm_source=ig_embed&utm_campaign=loading)*** ### What’s a cultural shift that marketers are underestimating right now? There’s a lot of creator partnership stuff going on, whether it’s social media influencers or visual artists like myself. \[Marketers\] need to look at the relationship and focus on authenticity, and not “we’re going to have you do this one post, this one video.” It needs to be a cohesive, long-term \[partnership\] because the public can see through it. They want to see a genuine partnership that makes sense for the audience. For marketing purposes, you really need to focus on that authenticity between the creator and the brand. ### What’s the last great book, article or video you enjoyed? I love keeping up with the news. I’m reading the *New York Times* every day and \[similar\] publications. The way I create is by stream of consciousness. So, I’m taking in a lot of information and what’s going on in the world and it subconsciously is influencing my art. So, I’m always keeping on top of the news, current culture and musicians. I’m a big music guy. I saw an Ariana Grande concert with my wife a couple days ago. They did some really cool stuff with the visuals and staging so that’s been on my mind. It’s all influential for me. ### You’ve got two minutes with the art industry. What’s your hot take? Galleries in the fine art world are on their way out, and \[we\] artists are taking more control of our careers and our collectors. I’ve never signed with a gallery. I’ve never had an agent. I’ve never had a manager. I control everything myself. I make my own connections. I’m out and about, and I think more artists are going to take control of their own careers. It’s a good thing. There are great galleries and great managers out there, but I think it’s becoming easier for us to be independent. **Related:** [*FIFA, MLB, Mitchell & Ness and More Showed Up Big at Fanatics Fest 2026*](https://musebyclios.com/sports/fifa-mlb-mitchell-ness-and-more-showed-up-big-at-fanatics-fest-2026/) [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:daveg@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/6b6bfb2f77a71b59d600c283859735f5d62b2631c0b7c29a530b306cb0abde04?s=300&d=mm&r=g) Luz Corona [See Full Bio](https://musebyclios.com/author/luzcorona/) [ ](https://musebyclios.com/author/luzcorona/) **Categories:** 2 Minutes With **Tags:** Art, Sports, sports illustrations **Sections:** Community Voices, Entertainment --- ### [Audible Cranks Up the Volume on 'Stories That Speak to You'](https://musebyclios.com/advertising/audible-cranks-up-the-volume-on-stories-that-speak-to-you/) **Published:** August 3, 2026 **Author:** David Gianatasio **Content:** ![Close-up of a smiling person with earphones, featuring the slogan 'Stories that speak to you' and vertical 'Audible' branding on the right.](https://cdn.musebyclios.com/wp-content/uploads/2026/07/31172155/AUD-TOPPER.jpg)In our loud, stressful world that often drowns out hopes, dreams and the ability to think like humans, audio storytelling can cut through the din, providing enrichment, entertainment and escape. It can also lead to baby spitting up spinach puree all over your shirt, as we learn in a spot from Amazon-owned Audible below, part of a global campaign breaking today. Themed “Stories That Speak to You,” the work shares similarities with Amazon Music’s recent push for its podcasts and audiobooks. Both efforts bring the transcendent power of stories into real-world settings. Amazon Music leans into F/X and flights of fantasy, with fictional elements jazzing up everyday situations. Audible takes a subtler route, offering grounded, slice-of-life vignettes. First, a young dad’s penchant for self-help books gives him a fresh perspective on life and nutrition. Though things get messy. The brand’s in-house creative team worked with Special US on campaign development. Directing collective [Megaforce](https://iconoclast.tv/us/directors/megaforce) lensed the commercials, while photographer Olivia Malone shot OOH and social images. Now, let’s watch a jogger get lost in an immersive tale that help him keep going and going and going: Audible tallies an estimated [36 million subscribers](https://www.inc.com/chris-morris/audibles-founder-on-the-1-core-tenet-that-helped-him-reach-300-million/91244884), making it the largest service of its kind. That represents a whopping [63 percent](https://www.awellreadwanderer.com/audible-review/) of the audiobook market, though competition from Spotify and Libro has intensified. So, this campaign emerges from a position of strength and the desire for expansion. Its lighthearted (but pointed) quality-of-life appeal aims to further entrench the brand in the public consciousness. Here, Audible global head of creative Rance Randle dives into the work: ### Muse: If these ads could achieve just one thing, what would that be? Rance Randle: At its core, this campaign is about demonstrating the value of listening on Audible. Both to people who already love it and to those who haven’t yet experienced it. Our goal was to bring to life the feeling of being captivated by storytelling that genuinely enriches everyday life. That’s the unlock for consumers—when people understand both the depth and quality of what’s available, they want to continue being part of it. ### I like how the spots show Audible enhancing everyday moments, but not overpowering them. The takeaway is simple: Listening on Audible is captivating, fulfilling and fits naturally into the life you’re already living. We want people to see themselves in these moments and feel drawn to experience it for themselves. It’s an invitation. Come listen. See what it does for you. ### You seem to cast Audible as a helpful companion, a daily ritual. We wanted to show listening as it actually happens—in the car, on a walk, while cooking, during a commute. Not as an interruption to life, but as something that elevates those everyday moments. That’s how our listeners describe their relationship with Audible. When storytelling is this good and this accessible, it doesn’t need a special occasion. It becomes part of how you move through your day. It’s reflecting what’s already happening for millions of listeners around the world. ### How is this different from past outreach? Is this a fresh focus? This campaign marks a greater emphasis on the impact of listening in addition to the breadth of our catalog. We’ve previously done a great job showing what’s available on Audible. This work focuses on what happens to you when you press play. It’s also designed to resonate globally, speaking to a universal desire for time that feels well spent. The audience isn’t necessarily new. But the lens is. We’re meeting both existing listeners and prospective ones in the same emotional space. ### Any challenges crop up during the shoots? The No.1 rule for a smooth production is no babies and no animals. We decided to tempt fate and shoot both. Honestly, they were delightful! The baby only cried when not on camera. And the dogs were obedience machines. Felt like we really got away with something. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/08/02105549/AUD-2.jpg)**Related:** *[Let’s Watch Amazon Music’s Audiobooks Spice Up Our Mundane Lives](https://musebyclios.com/advertising/lets-watch-amazon-musics-audiobooks-spice-up-our-predictable-lives/)* **CREDITS** Creative – Audible Global Creative Agency – Special US Global Media Agency – WPP Directors – Megaforce Film Production Co. – Iconoclast Edit – Cabin Editorial VFX – Electric Theatre Company Sound and Mix – Casa Azul Music Composition – Ali Helnwein Photographer – Olivia Malone Stills Production Co. – Noted Collective Social Production – Tiny Crimes Localization Prod Co. – InterEcho Megaforce: Leo Berne, Clement Gallet, Charles Brisgand and Raphaël Rodriguez ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Audible, Special Group U.S. **Sections:** Entertainment, Trending --- ### [How Brands Can Forge Post-World Cup Strategies](https://musebyclios.com/musings/the-world-cup-is-over-now-what-should-brands-do/) **Published:** August 4, 2026 **Author:** David Gianatasio **Content:** The final whistle has blown, the crowds have gone home, the branded installations are coming down. For marketers, however, the most important part of the World Cup may be starting now. I spent the tournament reporting on its economic and community impact across Los Angeles while also helping produce six weeks of World Cup programming for the City of Santa Monica. From stadium transportation and neighborhood watch parties to wellness activations and open-streets festivals, one distinction became clear: exposure may make a brand visible, but participation makes it memorable. The World Cup is over. Here are five questions every brand involved in global sports should be asking next. **1. Did we create participation, or merely visibility? Visa’s chief marketing officer Frank Cooper III told me that sponsorship is most powerful when it creates “participation, not just visibility.” That should become the new standard. A logo tells people who paid for an event, an experience demonstrates what the brand contributed. U.S. Soccer House, presented by Bank of America, offered a strong example. The free Venice Beach destination combined [match screenings, athlete appearances, live programming and partner activations](https://www.ussoccer.com/stories/2026/06/us-soccer-house-presented-by-bank-of-america-beachside-beacon-for-american-soccer-fans), giving supporters a place to experience the tournament beyond the stadium. Brands should now evaluate more than impressions. How many people actively participated? Did the experience deepen their relationship with the sport? Did it reach fans who could not afford a match ticket? **2. Did we solve a real fan problem? One of the tournament’s most effective activations was transportation. LA Metro created customized buses and an enhanced service connecting 15 transit and parking hubs with the stadium. Across eight Los Angeles matches, the system provided [212,865 direct rides, with no public-safety incidents](https://www.metro.net/about/metro-delivers-golden-boot-service-for-world-cup-fans-delivering-more-than-210000-rides-celebratory-customer-experience/). Metro did not simply advertise around the World Cup. It solved one of the fan experience’s greatest friction points: getting there. Transportation, payment, recovery, accessibility and navigation may not resemble conventional advertising. But solving a genuine problem creates far greater affinity than another branded backdrop. **3. Did the investment reach beyond the venue?** In Santa Monica, a Michelob ULTRA activation on the Santa Monica Pier became the opening chapter of something much larger: six weeks of community programming that carried World Cup energy through DTSM, public parks and local businesses before culminating in COAST, a free, mile-long open-streets festival featuring more than 80 vendors and activations made possible through Metro in partnership with City of Santa Monica. I helped produce that six-week series through Revel Republic and saw firsthand how a global sporting moment could become a sustained local platform—connecting soccer with music, wellness, culture, small businesses and public space. COAST brought together Metro-supported mobility, Red Bull entertainment (HQ in Santa Monica), Therabody & AI Wellness programming, live match viewing and neighborhood participation. The progression mattered. Rather than treating one branded event as the finish line, Santa Monica used it as a starting point for continued engagement. That is the opportunity brands often miss: a major activation can capture attention, but a connected series of experiences can build familiarity, trust and momentum. Los Angeles’ World Cup footprint included [more than 300 community activations](https://www.dailynews.com/2026/07/22/what-can-la-learn-from-the-world-cup-in-mapping-out-olympics-return/), extending the tournament into parks, beaches, restaurants and neighborhood business districts. Airbnb data offered another view of that distributed impact. Searches for Los Angeles stays increased 63 percent in the week before the quarterfinal, while a Deloitte analysis estimated that Airbnb guests would contribute [$96 million directly to the Los Angeles economy and generate $183 million in regional economic impact](https://www.dailynews.com/2026/07/17/tickets-too-pricey-la-area-watch-parties-found-affordable-way-to-spread-world-cup-fever/). Fans experience Los Angeles through its neighborhoods. The strongest partnerships should direct visitors toward local restaurants, independent businesses and cultural organizations, not just the stadium district. **4. Did we build the right partnerships early enough? Kathryn Schloessman, president and CEO of the Los Angeles Sports & Entertainment Commission, identified Metro, L.A. Tourism, Amgen, Archer and Kaiser Permanente among the partners that helped extend the tournament into the community. “Everyone wanted it here, but if you don’t have funding, it won’t happen,” she told me. Public-private partnerships cannot be assembled as an afterthought. Government brings infrastructure and public access. Community organizations bring trust. Local businesses bring neighborhood knowledge. Brands bring resources, reach and creative execution. Paul Krekorian, executive director of Los Angeles’ Office of Major Events, described what that coordination produced: “We learned how to work together across departments and jurisdictions to anticipate potential problems, respond resiliently and implement plans efficiently.” For brands, the lesson is clear: enter early enough to help build the experience, not merely place a logo on it after the consequential decisions have been made. **5. Are we measuring attention, or civic joy? Los Angeles’ Kick It in the Park program brought approximately [40,000 people to more than 100 free events](https://www.dailynews.com/2026/07/22/what-can-la-learn-from-the-world-cup-in-mapping-out-olympics-return/). But attendance was only one measure of its impact. Amanda Daflos, Los Angeles deputy mayor of strategic partnerships, describes another form of return as “civic joy.” Post-event surveys found that 96 percent of participants felt the city cared more about their community, 93 percent reported greater civic pride and 87 percent said they were more likely to return to their neighborhood parks. Traditional measurements tell us how many people saw an activation. Civic joy tells us whether an experience made people feel seen, connected and proud of where they live. That should become part of the new sponsorship ROI. Did people leave feeling better about the event, their community and the partners that made it possible? Did the activation create a reason to return? The brands that win after the World Cup will continue investing in the audiences they activated—through youth programming, local partnerships, small-business development and accessible places to play and gather. The tournament generated the attention. What brands do next will determine whether that attention becomes trust. With the 2028 Olympic and Paralympic Games approaching, Los Angeles does not need more temporary visibility. It needs partners willing to build access, strengthen communities and leave behind something people can still use after the world moves on. The World Cup may be over, but the opportunity to create its real legacy is not. **Related:** *[The World Cup Is Over. What Happens to the FIFA Gaming Couch Now?](https://musebyclios.com/sports/fifa-aims-to-create-a-cultural-crossover-through-gaming/)* ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings, Sports **Tags:** World Cup **Sections:** Community Voices, Entertainment --- ### [MrBeast Buys 'the World's Most Dangerous Biker Bar' for Liquid Death](https://musebyclios.com/advertising/mrbeast-buys-the-worlds-most-dangerous-biker-bar-for-liquid-death/) **Published:** August 4, 2026 **Author:** David Gianatasio **Content:** Dearly beloved, it turns out MrBeast got married twice. The YouTube megastar’s [traditional nuptials](https://people.com/mrbeast-marries-thea-booysen-wedding-exclusive-11682946) took place a few weeks back. Congrats! And now, he’s entered into a (sacred? twisted?) union with Liquid Death. They’re hyping a peanut butter cup soda under the [Feastables](https://feastables.com/) mantle. What adland has joined together, let no one put asunder! Actually, the drink’s only around for a limited time. To celebrate, MrBeast romps through tons of goop and maybe gets tattooed in this biker-bar scenario: “There has always been a ton of mutual respect on both sides, and we’ve talked with him a number of times before,” Andy Pearson, LD’s VP of creative, tells Muse. Given Beast’s recent expansion into the snack aisle, this soft-drink opportunity “came up naturally.” Presumably, the team-up—[brewing for a few years](https://x.com/MrBeast/status/1679574051096854528) as the parties chatted on social—allows MrBeast and Liquid Death to combine and amplify their considerable pop-culture cred in the retail space. And if you’re wondering what went down during filming… “Almost all of these guys and gals really ride. It was quite the parking lot at the shoot,” Pearson recalls. “We’ve learned from past experiences that casting bikers can lead to some serious wildcards.” But this particular crew “were some of the nicest, more interesting people we’ve gotten to work with.” What’s more, “You don’t spend a day and a half in a bar off the side of a highway in New Jersey slopping up people with pudding without getting in tight with them.” (Makes sense. But ew!) “Usually they were so excited we had to pull them back from pouring too much goo all over themselves.” (Oh my.) The in-house Death Machine team developed the push, which will run mainly on social channels. **Related:** [*Liquid Death Sparkling Energy Drink Can’t Help You Fly*](https://musebyclios.com/advertising/liquid-death-sparkling-energy-drink-cant-help-you-fly/) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Liquid Death, mrbeast **Sections:** Trending --- ### [Dentsu's Gijs Sluijters: 'Abundant Ambition and Delusional Thinking' Can Drive Great Work](https://musebyclios.com/2-minutes-with/dentsus-gijs-sluijters-abundant-ambition-and-delusional-thinking-can-drive-great-work/) **Published:** August 3, 2026 **Author:** Shahnaz Mahmud **Content:** [Gijs ](https://www.linkedin.com/in/gijs-sluijters-410657b/)is an ECD for Dentsu Creative with a track record of creating work that goes beyond advertising, delivering value to people’s lives. In 2024, he won major prizes at Cannes Lions, the Clios and the Effie Awards for *“A Piece of Me.”* That groundbreaking campaign for Dutch telco KPN addressed online shaming. He began his career in 2008, and has previously worked at such as agencies DDB and Ogilvy. Clients included: Heineken, Volvo and Philips. We spent two minutes with Gijs to learn more about his background, his creative inspirations and recent work he’s admired. Gijs, tell us … ### Where you grew up, and where you live now. I grew up in the East side of the Netherlands, in a rural area called the Achterhoek, known for its small villages, agricultural land and a distinctly laid-back way of life. ### One of your favorite projects you’ve ever worked on. I love all the projects that came to life driven by slightly too much ambition and delusional thinking. Faves are [“Volvo Lifesaver,”](https://www.youtube.com/watch?v=An9ip67J__M) [“Volkswagen Das Hund”](https://www.youtube.com/watch?v=ySC2aCAG18s) and all the work we do on [KPN’s](https://en.wikipedia.org/wiki/KPN) [\#BetterInternet ](https://www.dentsucreative.com/cases/a-piece-of-me)platform. Play ### A recent project you’re proud of. The campaigns [“A Piece of Me”](https://www.youtube.com/watch?v=k356d-HPKu0) and [“Everyone Except” for KPN](https://www.youtube.com/watch?v=g91uZSC6Sgc). It’s work that combines meaningful societal impact with a significant impact on the brand’s perception and value. ### You’ve done some impactful work in the health space. What’s one thing about how health is evolving that excites you. Consumer brands taking mental and physical health seriously and building lasting solutions for it are a good development. I consider the work we do for KPN part of that development. But also the powerful initiatives coming from French insurance company [AXA](https://en.wikipedia.org/wiki/Axa), for instance. ### A visual artist or band/musician you admire. I love the work of [David Shrigley](https://davidshrigley.com/), a British artist known for his wonky, darkly funny drawings and deadpan humor. ### Someone worth following on social media. I like to follow people that share knowledge about life, art and health. Like [Andrew Huberman](https://en.wikipedia.org/wiki/Andrew_Huberman), [Steve Galloway ](https://en.wikipedia.org/wiki/Steven_Galloway_(writer))or [Sir John Hegarty](https://en.wikipedia.org/wiki/John_Hegarty_(advertising_executive)). ### Your main strength as a marketer/creative. I think I can see the bigger picture quite well, and I have good stamina, especially when I’m passionate about something. I won’t let go. ### Your biggest weakness. I need to be a better listener every now and then. Working on it. ### Something people would find surprising about you. I own a flip phone with a T9 keyboard. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:daveg@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Advertising **Tags:** Dentsu Creative **Sections:** Community Voices --- ### [How Lucky Generals' Cressida Holmes-Smith Put the Grinch Into Asda's Christmas](https://musebyclios.com/2-minutes-with/how-lucky-generals-cressida-holmes-smith-put-the-grinch-into-asdas-christmas/) **Published:** August 4, 2026 **Author:** Shahnaz Mahmud **Content:** [Cressida](https://www.linkedin.com/in/cressida-holmes-smith-2745a929/) is CEO of Lucky Generals. Previous stints include BBH London and WPP. She has been the driving force behind campaigns for Co-op, GambleAware and *The Guardian* as well as playing an integral part in winning Asda, George and Irn-Bru. We spent two minutes with Cressida to learn more about her background, her creative inspirations and recent work she’s admired. Cressida, tell us… ### Where you grew up, and where you live now. I grew up in the beautiful middle of nowhere on the North Yorkshire Moors mainly surrounded by animals and nature as opposed to where I am now in central London. I had a lot of space to fill, both in a literal sense and in needing to invent things to do. ### How you first realized you were creative. I went to a Quaker junior school which encouraged creativity. There was an emphasis on being inquisitive, open-minded and following your own path and interests. I used to make lots of things: costumes, outfits, drawings of animals, terrible pottery, stories. ### A person you idolized creatively early on. I loved the way the [Bloomsbury Group](https://en.wikipedia.org/wiki/Bloomsbury_Group) used their houses and furniture as a canvas. How they set up a printing press to self-publish. And even how they lived parentless, outside of the confines of what was considered socially acceptable. Naively, that felt very inspiring as a child. ### A moment from high school or college that changed your life. Turning up day one at the big local high school in a long blue woolen skirt and thick woolen tights (a hangover from Quaker school) when everyone else was wearing tight black flared trousers or lycra mini-skirts and bare legs. I knew I had to change fast to survive. Similarly, on day one of university I greeted my new friend’s supposed parents only to find out they were not her parents at all, but her housekeeper and IT support. Again, a moment of shock and reflection that led me to adapt fast. My northern accent suffered a big blow at this point. ### A visual artist or band/musician you admire. I’ve always wanted to paint like [Lucien Freud](https://en.wikipedia.org/wiki/Lucian_Freud). In his later work he seems to transform the paint into flesh. I wouldn’t say it’s pure admiration, though. I just read [*Naked Portrait* ](https://www.theguardian.com/culture/article/2024/may/12/rose-boyt-naked-portrait-lucian-freud-daughter-interview)by his daughter and it’s a good insight into how single-minded he was about his work, to the detriment of everything and everyone else. ### A book, movie, TV show or podcast you recently found inspiring. [*The Instrumentalist*](https://bookshelfthomasville.com/products/the-instrumentalist), a book loosely based on a true story of an orphan in Venice who grows up to be a maestro violinist under [Vivaldi](https://en.wikipedia.org/wiki/Antonio_Vivaldi) at a convent. The book questions how much of an influence she was on him and whether she might even have written some of his works. ### One of your favorite creative projects you’ve ever worked on. Helping create the [“Not for Sale”](https://luckygenerals.com/6-2/not-for-sale-2/#:~:text=Not%20For%20Sale%20%E2%80%93%20Lucky%20Generals,by%20anyone%2C%20but%20never%20owned.) brand platform for [*The Guardian*](https://en.wikipedia.org/wiki/The_Guardian). Its fresh, bold designs and confident statements of independence were based on the insight that the organization’s reader-funded model allows it to be open to all, but beholden to no one. This gives it the power to break stories no one else can, but also drives a huge range of emotive reactions that are celebrated in the work. The brand film, directed by New York-based duo [Rubberband](https://rubber.band/), shows how *The Guardian* delights and challenges readers around the world. An ambitious undertaking, the film features a voiceover from writer and artist [Inua Ellams](https://en.wikipedia.org/wiki/Inua_Ellams). ### A recent project you’re proud of. Bringing the [Grinch](https://en.wikipedia.org/wiki/Grinch) to U.K. TV screens for [Asda’s](https://en.wikipedia.org/wiki/Asda) Christmas [ad](https://luckygenerals.com/6-2/a-merry-grinchmas/). From realizations that a real-life Grinch with yellow eyes is terrifying to hiding chocolate bars around the mocked-up store to keep the kids interested—this was a fantastic campaign to work on. Most importantly, it didn’t, like so many other Xmas ads, veer away from its brand promise. The campaign remained rooted in the supermarket’s ongoing strategy, which is built around delivering low prices and great value to hard-working families. Families who have to work even harder at Christmas. You can read more about it [here](https://musebyclios.com/musings/inside-the-most-grinchly-campaign-of-the-season/). ### Someone else’s work that inspired you years ago. I made a move to [BBH](https://en.wikipedia.org/wiki/Brown_Brothers_Harriman_&_Co.) a few years into my career, insisting that I work on the [Lynx](https://en.wikipedia.org/wiki/Lynx) account because of the amazing work of [John Hegarty](https://en.wikipedia.org/wiki/John_Hegarty_(advertising_executive)), [Rosie Arnold](https://www.rosiearnold.co.uk/about), [David Kolbusz ](https://www.linkedin.com/in/david-kolbusz-9b171116/)and others. Particularly “Getting Dressed.” Play ### Someone else’s work you admired lately. While I’m not a football fan, I was touched by the tragic death of Portuguese striker [Diogo Jota ](https://en.wikipedia.org/wiki/Diogo_Jota)and, subsequently, the heart-wrenchingly beautiful[ Tifo and choreography](https://www.tiktok.com/@wolves/video/7539313318616517910?lang=en-GB) created by [Wolves ](https://en.wikipedia.org/wiki/Wolverhampton_Wanderers_F.C.)to mark his passing, which went globally viral, and understandably so. So imagine my surprise when I found out our recently hired executive design director, [Nathan Carawford](https://www.linkedin.com/in/nathanbcrawford/), made it (along with some other Wolves fans, called the [Old Gold Pack](https://oldgoldpack.co.uk/)). ### Your main strength as a creative person. Being a business person, too. ### Your biggest weakness. Not being purely creative. ### A mentor who helped you navigate the industry. [Ali Jones ](https://www.linkedin.com/in/ali-jones-4515754/)was my client at [The Co-op](https://en.wikipedia.org/wiki/Co-op_Food), but she had the generosity to mentor me then and ever since. It’s great to have her perspective from the other side of the fence. ### How you’re paying it forward with the next generation of creatives. We launched an internship scheme called The Lucky Way designed to discover a new class of adland superstars. But not from the usual recruitment pipelines. Instead, our Generals have been searching in unexpected places, careers and communities, from an exhibition at an arts and film center in Cardiff to a comedy club in Bristol. The idea behind the initiative is to advertise in their world and channels, not the industry’s usual ones, [building interest through mystery and intrigue](https://drive.google.com/file/d/1YLojAW1rzgpIlUANeHhL3poQJz9b2DKC/view?usp=drive_link). ### What you’d be doing if you weren’t in advertising. I’d like to own and basically just live in a book shop. I studied English and French literature at university and I’d love to read and talk about books all day. I find it such escapism, even the smell and feel of them. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:daveg@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Advertising **Tags:** Lucky Generals **Sections:** Community Voices, Entertainment --- ### [Who Stole Taco Bueno's Fried Chicken Tacos Made With Mike's Hot Honey?](https://musebyclios.com/advertising/who-stole-taco-buenos-fried-chicken-tacos-made-with-mikes-hot-honey/) **Published:** July 31, 2026 **Author:** David Gianatasio **Content:** Some whodunits are almost impossible for viewers to solve. This isn’t one of them. To boost its collab with Mike’s Hot Honey, Texas chain Taco Bueno stages a shouty, amusing ad-within-an-ad via The Infinite Agency. Seems the Honey Fried Chicken tacos have gone missing. The faux-director freaks out, but there’s precious little mystery afoot. “We sought out to grab attention by scratching the needle on a traditional TV spot, then breaking the fourth wall with a behind-the-scenes look at the chaos, and paying off the crave-ability of the new taco and the urgency of the limited time offer,” Infinite Agency ECD Tim McCarthy, tells Muse. “The name itself does a lot of flavor cueing. ‘The Hot Honey Fried Chicken Taco made with Mike’s Hot Honey’ sounds so good, you *almost* don’t need to show it. “And not showing it is exactly what we did in some of the campaign assets. The takeaway: our new taco is so good, you better get one before they’re gone.” Of course, we’ve seen the [faux-commercial schtick](https://musebyclios.com/health/no-one-can-see-john-cena-in-neutrogena-ads/) many times before. But here it’s super punchy, with the phony director’s anguished, world-weary reactions stealing the show. *Muy bueno!* Leveraging the popularity of Mike’s Hot Honey also feels wise. The brand’s got plenty of fans these days, so co-branding powered by memorably goofy humor should pay off. Ride that cultural wave! “The clients trusted that since the audience is in on the joke, we can capture some attention by being a little unconventional and a lot of fun,” McCarthy says. That unconventionality extended to the set, with members of the real commercial crew playing roles. (Genuine PAs as fake PAs. Cue that *Twilight Zone* theme.) “For some, it was their first time doing so,” recalls McCarthy (the work’s actual director). “They are so accustomed to being behind the camera that some of them couldn’t stop laughing when the lead actor—the talented Brian Villalobos—improved through his directorial meltdown.” “We had to do a few takes. But ultimately this approach provided some authenticity to the end result. And a lot of fun on set.” The work drops this week across TV, digital and point-of-purchase, with a heavy social component: > [View this post on Instagram](https://www.instagram.com/p/DbT-YujglHc/?utm_source=ig_embed&utm_campaign=loading)[A post shared by Taco Bueno (@tacobueno)](https://www.instagram.com/p/DbT-YujglHc/?utm_source=ig_embed&utm_campaign=loading) **Related:** [*Mike’s Hot Honey Raises Drizzling to a High Art*](https://musebyclios.com/advertising/mikes-hot-honey-raises-drizzling-to-high-art/) **CREDITS** Client: Taco Bueno Agency: The Infinite Agency ECD/ Director: Tim McCarthy Creative Director: Caleb Alba Creative Director: Alan McCoy Designer: Isabella Alva VP Marketing and Development: Lindsey Moore Assoc. Strategy Director: Niko Pappas Production Company: Trust in the Vision Media DP/ Producer/ Editor: Cesar Ramos-Ortiz 2nd Unit DP: Omar Gonzalez 1st AC: Spencer Baland Gaffer: Dan Song Grip: Brendan McCaughey Grip: Jordan Stitt Sound: Miguel Guerrera Production Assistant: Kimberly Gabino Production Assistant: Elisha Lovett Lead On-Screen Talent: Brian Villalobos ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Mike's Hot Honey, taco bueno **Sections:** Trending --- ### [What Happens to Movie Marketing After the Box Office Numbers Roll In?](https://musebyclios.com/film-tv/what-happens-to-movie-marketing-after-the-box-office-numbers-roll-in/) **Published:** August 3, 2026 **Author:** Luz Corona **Content:** Entertainment marketing is designed to capture a moment—a trailer drops, a piece of key art is revealed, a social campaign ignites conversation across the internet. And then, almost as quickly as it arrived, it disappears. Not long after the box office numbers roll in and the hashtags stop trending, much of the work that shapes our culture simply vanishes. Websites go offline. Interactive experiences disappear. Social campaigns become broken links. Entire chapters of creative history are quietly erased. That is exactly what Hollywood in Pixels was created to prevent. It was a little over seven years ago when I first heard about Hollywood in Pixels (HIP). One of our digital jurors asked me, “Do you know Bettina Sherick?” At the time, I didn’t. But within weeks, she and I were on a phone call. Bettina had seen remarkable digital campaigns disappear after their moment had passed. Many existed only in the memories of the people who created them. She understood something that many overlooked: If no one preserved this work today, tomorrow’s creatives would never know it existed. Digital marketing has long been one of entertainment’s greatest creative laboratories. In its earlier years, operating with smaller budgets, fewer rules and lower expectations, it gave creatives room to experiment. Some of the industry’s boldest ideas emerged from that freedom. Today, Digital and Social are among the most competitive mediums at The Clios. The work has evolved, but its spirit hasn’t. It remains one of entertainment marketing’s most fearless creative spaces. Like the digital space itself, Hollywood in Pixels has grown into much more than an archive. It has become a place where people gather to share ideas, mentor one another, and strengthen the creative community they care so much about. Earlier this year, at HIP’s International Women’s Day Luncheon, Bettina brought together leaders in AI to help educate a sold-out room on the technology reshaping our industry. The conversation wasn’t simply about AI—it was about ensuring women have the knowledge and confidence to help shape the future of our industry, rather than being left behind by another technological shift. Over the years, Bettina has become more than an industry leader to me. She’s become a mentor and a friend. Her example has helped shape the kind of community leader I hope to be—one who believes recognition is most meaningful when it creates space for others to be seen. Legacy isn’t built by accident. Someone has to decide that the work matters enough to be saved. That’s what Hollywood in Pixels has done for digital entertainment marketing. And that’s why [in 2024 we presented Bettina](https://clios.com/specialty-oty-awards/bettina-sherick/) with the Clio Entertainment Impact Award, recognizing her efforts to not only celebrate the campaigns, but the creativity, innovation, and people behind them. HIP’s newly launched brand video, featured below, beautifully captures the organization’s mission and the evolution of digital entertainment marketing. I hope you’ll take a few minutes to watch it and reflect on how much creative history has been preserved because one person believed it mattered. Then, on Oct. 15, the community will gather once again at the Silver Pixel Awards—an evening that has become one of the highlights of my year. It’s a celebration of the people pushing digital entertainment marketing forward while honoring those who helped build it. Thank you, Bettina, as well as her Pixel Partner, Todd Havens, who serves as the archive director and board member, and the entire Hollywood in Pixels team for carrying that responsibility with such generosity. Your work reminds us that creativity doesn’t end when a campaign launches. It lives on because someone chose to preserve it. Play The Hollywood in Pixels Story**Related:** [*Why Paramount’s ‘Scary Movie’ Is the New ‘Barbie’*](https://musebyclios.com/musings/why-scary-movie-is-the-new-barbie/) ![author avatar](https://secure.gravatar.com/avatar/6b6bfb2f77a71b59d600c283859735f5d62b2631c0b7c29a530b306cb0abde04?s=300&d=mm&r=g) Luz Corona [See Full Bio](https://musebyclios.com/author/luzcorona/) [ ](https://musebyclios.com/author/luzcorona/) **Categories:** Film and TV **Tags:** Hollywood **Sections:** Community Voices, Entertainment --- ### [The World Cup Is Over. What Happens to the FIFA Gaming Couch Now?](https://musebyclios.com/sports/fifa-aims-to-create-a-cultural-crossover-through-gaming/) **Published:** July 31, 2026 **Author:** Shahnaz Mahmud **Content:** This year’s [summer of soccer](https://en.wikipedia.org/wiki/2026_FIFA_World_Cup) saw [FIFA](https://en.wikipedia.org/wiki/FIFA) expand its digital strategy, with a cultural crossover into the physical world. Now, the [“FIFA Gaming Couch”](https://hollywoodpartnership.com/do/fifa-world-cup-launch-edition-los-angeles) is a permanent fixture in the organization’s marketing arsenal. FIFA piloted the couch activation to unite all aspects of its gaming platform through storytelling. But, there are loftier goals afoot. The global football governing body seeks to embed its brand into cultural conversations that transcend sports. In partnership with [Jung von Matt Sports](https://www.jvm.com/offices/jvm-sports/), the digital team took a sofa on the road in a branded truck across the U.S. for six weeks. Four events featured the couch, starting with a West Hollywood kickoff, moving on to Netflix House in Dallas, then hitting Miami and concluding at [Fanatics Fest](https://www.fanaticsfest.com/) in New York as the World Cup wound down. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/07/30200857/Pickup-of-truck_3.jpeg)People gathered on the couch to play, among others, the newly-released [*FIFA World Cup: Launch Edition*](https://en.wikipedia.org/wiki/FIFA_World_Cup:_Launch_Edition), which was made available on [Netflix Games ](https://help.netflix.com/en/node/121442)midway through the tournament. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/07/30200031/Miami_1.jpeg)“On the one hand, the couch is such a mundane thing. But on the other, it holds so much meaning,” says Christian Volk, FIFA’s director of gaming & esports. “The idea is to think back to a time when we were students hanging around the couch just playing and having fun. We wanted to bring back that feeling of closeness and friendship.” “The couch was designed to deliberately represent a permanent cultural crossover that we’re trying to build between football and entertainment.” The idea sparked in the prep phase of the World Cup. The goal was to add an experiential dimension tying into other IP that could stand above the din of World Cup communications. With that, a 14-episode mobile content series emerged to further drive the connection. Each featured “Dean the Delivery Guy” hauling a couch into the different locations, meeting celebrities as he made his way to NYC. Crews were on-site in the various cities to film the shorts, which were subsequently released throughout the tournament, allowing the story to unfold at its own pace. Harkening back to the ’90s sitcom style, Dean sat on the couch and immersed himself in the digital game while sparring with some of the famous personalities he encountered. Skateboarding legend [Tony Hawk](https://en.wikipedia.org/wiki/Tony_Hawk), Germany and U.S. footballer [Marco Reus](https://en.wikipedia.org/wiki/Marco_Reus), Brazil’s [Ronaldo](https://en.wikipedia.org/wiki/Ronaldo_(Brazilian_footballer)) and, fittingly, a squad of [Squid Game players](https://squid-game.fandom.com/wiki/List_of_players) made appearances. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/07/30200127/Tony-Hawk-x-Marco-Reus_2.jpeg)Pulling in celebs and elements not necessarily associated with football was essential. Even [Shrek](https://en.wikipedia.org/wiki/Shrek) shows up in the new mobile arcade game, [*FIFA Heroes*](https://en.wikipedia.org/wiki/FIFA_Heroes). “The beauty of digital football is it can be more open, flexible and innovative in how we interpret traditional football,” says Volk, adding he believes we will see much more of those interpretations in the future. Elsewhere, more than 70 creators added to the mix, expanding the effort across popular culture. Volk points to Italian journalist and influencer [Fabrizio Romano](https://en.wikipedia.org/wiki/Fabrizio_Romano), considered by many to be one of the greatest football creators today. A-list influencer and streamer [IShowSpeed ](https://en.wikipedia.org/wiki/IShowSpeed)is also on the roster. “This provided a multi-dimensional perspective about what the FIFA Gaming Couch could become in the future,” says Volk. The numbers are starting to trickle in. The couch reached over 102 million views. These include consumer interactions with the traveling sofa, views attributed to content creators, plus 200 pieces created for FIFA’s owned-and-operated channels and its third party partners. The Netflix distribution deal tallied an 85 percent approval rating and is considered the biggest launch on the streamer’s gaming platform. Reaching 225 million gamers across FIFA’s spectrum of offerings during the World Cup, Volk says there are early signals that the organization is moving in the right direction. “The aim is to stretch the FIFA IP into different subcultures,” says Volk. “The couch is a manifestation of that ambition.” ![](https://cdn.musebyclios.com/wp-content/uploads/2026/07/30200744/Couch.jpeg)Next, the team will work to create something relevant to entertainment throughout the entire year. “The bigger question is, what does the Road to Rio look like in the way of activities next June and July for the Women’s World Cup,” says Volk. “It’s safe to assume the couch will make an appearance—we are happy how things have landed thus far.” ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** Gaming, Sports **Tags:** FIFA, FiFA Gaming and eSports, World Cup **Sections:** Entertainment, Trending --- ### [Is There Still Space for Myspace?](https://musebyclios.com/musings/is-there-still-space-for-myspace/) **Published:** August 2, 2026 **Author:** David Gianatasio **Content:** Technically, [Myspace](https://myspace.com/) never left. It simply became social media’s faded Hollywood star. Once everywhere, now it survives on residual fame, the occasional retrospective and persistent rumors of a comeback. Years after Facebook stole its spotlight, the one-time center of the social media universe has logged back into the headlines. The reason for the sudden close-up? In this new self-titled [documentary](https://www.imdb.com/title/tt29518428/), Myspace co-owner Chris Vanderhook [delivers](https://people.com/myspace-current-owners-explain-site-end-and-why-relaunches-havent-worked-12020148) the line most faded stars dream of: “We are going to relaunch Myspace.” It is a declaration guaranteed to get people talking, but nostalgia alone is not a reason to resurrect a platform. The more pressing question is not whether the social network can return, but what it could offer that today’s platforms no longer do. For anyone in need of a refresher, Myspace was once social media’s It Girl. In 2006, it ranked among the most-visited domains in the United States, generating 38.7 billion domestic [pageviews](https://www.comscore.com/Insights/Press-Releases/2006/12/Yahoo%21-Sites-Attract-Most-Visitors) that November alone—roughly 1.3 billion a day. By 2008, it was attracting approximately 116 million unique [visitors](https://www.theguardian.com/media/2008/jun/13/myspace.digitalmedia) worldwide each month. It wasn’t Instagram-sized by today’s standards. But the platform combined IG’s social clout with TikTok’s trendmaking power: part social hub, part cultural tastemaker and part launchpad for entertainment partnerships and digital innovation. In addition to being “A Place for Friends,” Myspace helped manufacture pop culture. It streamed advance music from Beck and Nine Inch Nails, gave an episode of *The Office* its online premiere (before it aired on TV) and helped turn internet buzz into mainstream careers for artists including Lily Allen Adele, and Soulja Boy. Even Taylor Swift was building an early fan army there—before Swifties had a name. No longer just a place for “friends,” Myspace became a venue for brands to move beyond the pedestrian banner ads of the early web and embed themselves more seamlessly in users’ online lives. They built profiles, cultivated fan bases, staged interactive campaigns and targeted people based on interests they shared. So, can the site [*The Guardian*](https://www.theguardian.com/technology/2005/nov/02/news.g2) once described as having the “personality of a smoky teenager’s bedroom” turn the lights back on? Can a once-thriving digital mall—its storefronts dimmed and foot traffic gone—draw crowds again? Maybe. But no one expects lightning to strike twice. If Myspace hopes to become relevant, it cannot rely on nostalgia alone. It must appeal to a new generation coming of age online—young people looking for what social media once promised: a place to connect with peers, experiment with identity and create a digital experience that feels entirely their own. That was the social internet I grew up alongside, and every generation deserves its own version of that low-stakes thrill: logging on just to see who was online, what song was playing on a friend’s profile and what cryptic, AIM-style message they had left behind. Sometimes, the only update was a mood set to “bored”—and somehow, that was enough. Those of us who have been on social media since Friendster have watched the entire experiment unfold in real time: the rise of new platforms, their cultural peaks, their slow declines and, eventually, the algorithm’s takeover. We’ve seen friends give way to influencers, chronological feeds surrender to recommended strangers and nearly every interaction morphed into an opportunity to serve ads. Social media became less social and more media—an endless stream of sponsored posts, manufactured virality and algorithmically selected content. We’ve even been promised the return flight of the Twitter brand, though its old soul now is now scattered across Bluesky and Threads, while the platforms once built to connect us with friends appear increasingly determined to sell us something. You know what sounds pretty good right about now? A social network with the “personality of a smoky teenager’s bedroom”—as long as it’s still a place for friends. **Related:** [*Is the Twitter Brand Primed for a Return Flight?*](https://musebyclios.com/musings/is-the-twitter-brand-primed-for-a-return-flight/) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings **Tags:** myspace **Sections:** Community Voices --- ### [Fox One, Indeed Put Out the Call for 'Chief World Cup Watcher'](https://musebyclios.com/sports/fox-indeed-put-out-the-call-for-chief-world-cup-watcher/) **Published:** May 6, 2026 **Author:** David Gianatasio **Content:** A paycheck of $50,000 for six weeks of watching soccer? That’s nice work if you can get it. And now you can, as Fox One’s “Chief World Cup Watcher” via Indeed. Fans can [click here](https://www.indeed.com/job/fox-one-chief-world-cup-watcher-c53c27338a6e7e15) to apply. The chosen one will “watch matches from a highly visible plexiglass cube in Times Square.” (No working from home on this gig, people!) “Thousands of people will see you every day,” we’re told. “They will take photos. They will wave. They will silently evaluate your reaction” to the drama unfolding on the pitch. Folks should “submit a short video explaining why you should work in a glass cube for 39 days live streaming the entire FIFA World Cup. Keep it short. Keep it entertaining. Convince us you won’t blink during extra time.” It’s a cute stunt, and feels like a smart tie-in with the year’s biggest sports extravaganza. At the same time, the campaign vividly illustrates Indeed’s prowess helping job seekers reach their professional gooooooals. (See what we did there? [Thanks, Andrés](https://musebyclios.com/sports/coors-light-drafts-gooooal-announcer-andres-cantor/).) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Sports **Tags:** Indeed, World Cup **Sections:** Entertainment, Trending --- ### [K-Pop Royalty S.Coups and Mingyu Stay NÜTRL—and More Global Greats](https://musebyclios.com/worldviews/k-pop-royalty-s-coups-and-mingyu-stay-nutrl-and-more-global-greats/) **Published:** August 3, 2026 **Author:** David Gianatasio **Content:** Here are some notable campaigns that broke far and wide in recent weeks, selected by Muse sibling [Ads of the World](http://adsoftheworld.com). ### NÜTRL, ‘Smile Üp’ Agency: GUT Singapore A typographic twist anchors this musical campaign, transforming the umlaut in the product’s name into a smile that shapes an entire brand world. A music video starring K-pop stars S.Coups and Mingyu reworks their song “For You” into “For Ü,” blending entertainment, Korean cultural touches and playful visuals to introduce the drink with a local flair. [Read More](https://www.adsoftheworld.com/campaigns/smile-up) Play ### Sealord, ‘We Love Fish’ Agency: Motion Sickness This humorous tale tackles “Fishame,” the awkwardness some people feel about eating seafood in public. Led by a grizzled skipper on a mission to normalize fish consumption, the film pokes fun at hidden tuna tins, office microwave etiquette and skeptical kids. Ultimately, it encourages viewers to embrace their seafood habits with unapologetic pride. [Read More](https://www.adsoftheworld.com/campaigns/we-love-fish) Play ### Yago, ‘The Unofficial Summer Drink’ Agency: Electrad This surreal spot turns a traditional Algerian café upside down when coffee vanishes and every drink becomes Yago. As one bewildered customer slowly accepts the bizarre new normal, the playful film positions the beverage as the season’s unavoidable refreshment, imagining a summer where there’s really only one thing worth ordering. [Read More](https://www.adsoftheworld.com/campaigns/yago-unofficial-summer-drink) Play Yago – The Unofficial Summer Drink ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Worldviews **Tags:** NÜTRL, sealord, yago **Sections:** Entertainment, Trending --- ### [The AT&T Small Business Contest Sparks Growth for Winners Through Connection and Opportunity](https://musebyclios.com/partner-content/the-att-small-business-contest-sparks-growth-for-winners-through-connection-and-opportunity/) **Published:** July 30, 2026 **Author:** Christine Champagne **Content:** With applications closing at the end of the month, now is the time for small business owners to unlock new opportunities by applying for the 2026 AT&T Small Business Contest. Designed to support small business owners looking to take their ventures to the next level, the contest offers a $50,000 prize, specialized mentorship, one year of AT&T service and a feature in a “She’s Connected by AT&T” episode with a star athlete. You can apply now at [att.com/shesconnected](https://more.att.com/shesconnected/). The AT&T Small Business Contest has helped past winners turn growth goals into real momentum. For 2024 winner Aneesa Getaneh, the contest gave her the flexibility and confidence to explore new career opportunities. After successfully launching and growing Daisy Medical Institute, Aneesa found her passion for sports management with the help of AT&T and the small business community, including business leaders like Barbara Corcoran. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/07/06160319/DSC1870-1-1024x683.jpg)Daisy Medical Institute founder Aneesa Getanah“A conversation with Jennifer Van Buskirk \[Head of Operations, AT&T\] helped me understand that the skills I had built as an entrepreneur were not limited to one industry,” Getaneh says. “The negotiation, operations, strategy and compliance I had developed while building my own institute could also transfer into sports. Then, during our mentor call, \[set up by AT&T\] Barbara Corcoran gave me what felt like full permission to trust my instincts and step boldly into another arena.” “Sometimes, as entrepreneurs, we are so deep in building what is in front of us that we do not immediately recognize the next door opening,” she adds. “AT&T helped me see that my experience as a founder was not just valuable in education and healthcare. It could also serve athletes, families, and the future of sports.” Behind every successful small business is a strong support system. Whether it’s mentorship, access to new resources, or connections with fellow small business owners, communities like the AT&T Small Business Contest help individuals learn from one another and grow together. Owners aren’t just competing for a prize. They’re gaining access to a network that can inspire new ideas, open doors, and support their long-term success. If you are a small business in the United States, you are eligible to apply to the [AT&T Small Business Contest](https://more.att.com/shesconnected/). It will be open through July 31, with the winner announced in November. Play “‘She’s Connected’ by AT&T with Sarah Gorden”Mentorship and community can change the trajectory of a small business and inspire founders to become mentors themselves. That’s exactly what happened for “She’s Connected by AT&T” athlete and NWSL star Sarah Gorden. Known for breaking barriers on and off the field, Sarah founded her own clothing company, Saera, just a few years ago. She tapped into her passions for fashion and creativity. Building a small business can feel like a huge challenge, but the right support can make the difference. Gorden, who is also a mom and runs a nonprofit, didn’t feel like she had a mentor when she was in the early stages of launching her venture. She now takes the time to share what she has learned with others, including young athletes with a business acumen through “She’s Connected by AT&T.” “I think mentorship is so important—any way we can guide the next generation or help them,” she stresses. Finding this community early on can generate real impact and success. Just as Gorden’s story shows the power of community and support, the AT&T Small Business Contest is designed to help small business owners take their businesses to new heights. AT&T is on a mission to support and uplift the small business community by giving hardworking business owners the tools to grow. Submit your application today and learn more at [att.com/shesconnected](https://more.att.com/shesconnected/). ![author avatar](https://secure.gravatar.com/avatar/bca57dd4723116a5018776272ebed389875689a3404acf351677240c4d746cec?s=300&d=mm&r=g) Christine Champagne [See Full Bio](https://musebyclios.com/author/christine-champagne/) [ ](https://musebyclios.com/author/christine-champagne/) **Categories:** Partner Content **Tags:** AT&T **Sections:** Community Voices --- ### [Instacart Bags Ad of the Week Honors](https://musebyclios.com/advertising/instacart-bags-ad-of-the-week-honors/) **Published:** July 30, 2026 **Author:** David Gianatasio **Content:** ### Bestie: Aisles of Smiles? It’s Instacart vs. Male Shopper Memes Male Instacart shoppers can be scary. But drill sergeant Antoni Porowski barks commands to help hone their skills. Meanwhile, Hannah Berner frets: “I don’t believe there’s any freaking way these men can be fixed!” Can Antoni deliver? Social satire geared for social media from director Paul Scheer, in-house agency Local Produce and Juxtapose Studio. [Read More](https://musebyclios.com/advertising/aisles-of-smiles-its-instacart-vs-male-shopper-memes/) > [View this post on Instagram](https://www.instagram.com/reel/DbYLMCwuoID/?utm_source=ig_embed&utm_campaign=loading)[A post shared by Instacart (@instacart)](https://www.instagram.com/reel/DbYLMCwuoID/?utm_source=ig_embed&utm_campaign=loading) **And in no particular order…** ### DoorDash Delivers, With (and Without) All the Drama Why just dramatize when you can melodramatize? This Instacart rival scores big as W+K and director Steve Ayson flip the script on period romances. Driven by vibrant visuals, silly storylines and superbly unsubtle performances. [Read More](https://musebyclios.com/advertising/doordash-delivers-with-and-without-all-the-drama/) ### Kim Kardashian Leans In for UPDATE Energy Drink Speaking of unsubtle, Kim’s in fine form, goofing on her image at a press conference. The camera lingers on Ms. K.’s cleavage. Of course it does. Quirky stuff from agency OBB Bolded and director Daniel Sachon. [Read More](https://musebyclios.com/film-tv/kim-kardashian-leans-in-for-update-energy-drink/) Play ### ESPN Celebrates NFL Fantasy Football, Sitcom Style This ’90s TV comedy send-up features characters like The Guy You Once Dated and Co-Worker Tony. “Dust off the group chat and break out the memes. It’s time to talk trash about your best friend’s teams,” the theme song says. Nifty nostalgia from BSSP and director Mike Bernstein. [Read More](https://musebyclios.com/sports/espn-celebrates-nfl-fantasy-football-sitcom-style/) ### Škoda Teaches the World How to Say Its Name Leo U.K. and the Czech carmaker inform us that “Šhhhkoda” is the proper way to pronounce the brand name. Now that we know, it just rolls off the tongue. [Read More](https://musebyclios.com/advertising/skoda-teaches-the-world-how-to-say-its-name/) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** DoorDash, ESPN, Instacart, Škoda, update energy drink **Sections:** Entertainment, Trending --- ### [Football Fans Could Win a La-Z-Boy Recliner Inspired By Their Favorite Jerseys](https://musebyclios.com/sports/football-fans-could-win-a-la-z-boy-recliner-upholstered-with-their-favorite-jerseys/) **Published:** July 30, 2026 **Author:** David Gianatasio **Content:** In the ultimate NFL fan cave, a traditional La-Z-Boy recliner just won’t do. For hours (and hours) of game-viewing, die-hards require the tushy-cushy comfort that only a “Jer-Z-Boy” can provide. Fashion designer Kristin Juszczyk joined with the brand to create these limited-edition, bespoke chairs based on fans’ fave football shirts. She’ll work with three [sweepstakes](https://thejerzboy.com/) grand-prize winners and help craft the recliners of their gridiron dreams. This zippy clip from Colle McVoy and director Mick Kelleher breaks it down: Women make up nearly [50 percent](https://www.usatoday.com/story/sports/nfl/2025/02/05/taylor-swift-nfl-fans/78050737007/) of the NFL fanbase. “Jer-Z-Boy” seeks to leverage that trend and broaden La-Z-Boy’s cross-gender appeal, the brand says, noting that “Game-day décor and personalized viewing spaces are more relevant than ever.” Here, Justin Lerman, a creative director at Colle McCoy, digs deeper into the strategy. ### Muse: So you’re targeting women, or basically all true fans? Justin Lerman: For this specific activation, we focused on fans who aspire to make the at-home viewing occasion as comfortable as possible. They take enormous pride in their game-day setup. It’s their refuge. This was a chance to remind fans that La-Z-Boy has always played a key role in the home-viewing ritual. ### Kristin seems like a good fit, given her love of “upcycled chic” and football. We were inspired by the way Kristin continues to disrupt the sports apparel category. She was so unwilling to settle on existing fan apparel that she could wear while supporting her husband on the sidelines that she learned to sew and created outfits that suited her style. ### I like how it combines artistry with sports. In Juszczyk and the “Jer-Z-Boy,” we saw an opportunity to not only promote the chance to win a custom recliner she designed, but to reflect the same co-creation philosophy that exists in La-Z-Boy stores every day. Every store has the design expertise to help fulfill a shopper’s individual vision and create something uniquely personal. ### She brings a different vibe. We’re so used to seeing the players. (Like [Joe Namath for La-Z-Boy](https://www.youtube.com/watch?v=Rt0ER5qvoSY) way back in the day). Juszczyk exemplifies the joy of modern fandom. Though she is [married to an NFL player](https://en.wikipedia.org/wiki/Kristin_Juszczyk), the way she participates in football culture is more relatable to the average fan. ### Quite a whirlwind advert. Fun to make? Juszczyk was deeply involved throughout the creative process in shaping the script as well as the design of The Jer-Z-Boy itself. She was an absolute natural on set who gave us so much depth, playfulness and variety. The most difficult part of post-production was choosing our favorite takes. Usually with talent who have limited acting experience you’re hoping for enough passable takes to get by. That wasn’t the case with Juszczyk. She really spoiled our editing team. **Related:** [*La-Z-Boy Seeks to Ban Reclining in Airline Seats*](https://musebyclios.com/advertising/la-z-boy-seeks-a-ban-on-reclining-in-airplane-seats/) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Design, Sports **Tags:** Colle McVoy, NFL **Sections:** Entertainment, Trending --- ### [Midi Health's Melissa Waters Plays Audience Advocate](https://musebyclios.com/advertising/midi-healths-melissa-waters-plays-audience-advocate/) **Published:** August 1, 2026 **Author:** Shahnaz Mahmud **Content:** [Melissa](https://www.linkedin.com/in/melissawaters/) is the CMO at Midi Health, one of the nation’s fastest-growing virtual wellness platforms for women. In that capacity, she oversees brand, creative, communications, social and performance marketing. With 20 years of experience, Melissa has led marketing teams for Upwork, Lyft, Hims & Hers, Meta and Pandora. She is a longstanding volunteer with Monday Night Mentorship, a career accelerator for marketers of color, and a senior advisor at Sesame, a healthcare marketplace for uninsured Americans and those with high-deductible plans. We spent a few minutes with Melissa to learn more about her background, her creative inspirations and recent work she’s admired. Melissa, tell us … ### Where you grew up, and where you live now. I grew up in Texas and currently live in the San Francisco Bay Area. ### How you first got interested in health. After my time at [Lyft](https://www.lyft.com/), I joined [Hims & Hers](https://en.wikipedia.org/wiki/Hims_&_Hers_Health) because I saw a massive opportunity to take that same frictionless, consumer-first approach and apply it to “shame-filled” categories to make life-changing care accessible. Now at [Midi](https://www.joinmidi.com/), I’m continuing that mission by building brands that don’t just sell a product, but fundamentally change how people advocate for their own well-being. ### One of your favorite projects you’ve ever worked on. [“Midlife: Back in Session.”](https://t.yesware.com/tt/eec755a09ac79cbd5593b5e0edd395acdee54183/d63618a61cfecf252af771aedaa7a1dd/4305bb36eb92fc8d4d83330ed82521cf/www.youtube.com/watch?v=4C0DIZU8g7w) This wasn’t your typical healthcare rollout. We took it to national TV and social platforms to move the conversation around perimenopause into the mainstream. Humor had to be at the center. Midlife women are going through it. We might be sweating and crying, but we can still laugh. Partnering with [Amy Schumer ](https://en.wikipedia.org/wiki/Amy_Schumer)(a Midi patient success story) and creators like [Melani Sanders](https://en.wikipedia.org/wiki/Melani_Sanders) and [Caitlin Murray](https://www.instagram.com/bigtimeadulting/?hl=en) allowed us to give menopause a megaphone, and [an industrial-sized fan](https://t.yesware.com/tt/eec755a09ac79cbd5593b5e0edd395acdee54183/d63618a61cfecf252af771aedaa7a1dd/30ef5a69f69a8fcd7876bcab7223e88d/www.instagram.com/p/DXHWQeNjSlQ/). ### A recent project you’re proud of. In tandem with Midlife Back in Session, we launched a social media campaign featuring the icons who defined a generation: [Alyssa Milano](https://t.yesware.com/tt/eec755a09ac79cbd5593b5e0edd395acdee54183/d63618a61cfecf252af771aedaa7a1dd/01d3f7216b67866f943e92af2b84e45d/www.instagram.com/p/DXFaPNugal-/), [Busy Philipps](https://t.yesware.com/tt/eec755a09ac79cbd5593b5e0edd395acdee54183/d63618a61cfecf252af771aedaa7a1dd/4a49405ea1c4ab2fec698cac69072e8a/www.instagram.com/p/DXHh0kDAInm/) and [Melissa Joan Hart](https://t.yesware.com/tt/eec755a09ac79cbd5593b5e0edd395acdee54183/d63618a61cfecf252af771aedaa7a1dd/071a9f13817e1937345b8ab4bbdbb1bd/www.instagram.com/p/DXK0zmVnwwn/). It was driven by social listening that signaled a deep, untapped affinity for ’90s nostalgia. By bridging the gap between fandom and modern midlife health, we met women exactly where they are. We utilized archival photos to stop the scroll, then pivoted the conversation to the raw realities of menopause. We weren’t just chasing a trend. We were leveraging a shared history to normalize a stigmatized transition, using the stars of our past to validate the health of our present. ### One thing about how health is evolving that you’re excited about. We’re finally moving toward an era where women’s health isn’t just a niche sub-category, but a mainstream priority. We are 50 percent of the population, after all! Opening up this dialogue means more than just awareness. It means better care, better research, better funding and women finally feeling seen and supported at every stage of their lives. ### Someone else’s work, in health or beyond, that you admired lately. Like many, I’ve been completely obsessed with [*Your Friends and Neighbors*](https://en.wikipedia.org/wiki/Your_Friends_&_Neighbors_(TV_series)), especially Amanda Peet’s character putting perimenopause in the spotlight. ### A book, movie, TV show, or podcast you recently found inspiring. Having spent my career working on startups, I love listening to the [*Acquired* ](https://www.acquired.fm/)and [*How I Built This*](https://podcasts.apple.com/us/podcast/how-i-built-this-with-guy-raz/id1150510297) podcasts. ### A visual artist or band/musician you admire. [Amy Sherald](https://en.wikipedia.org/wiki/Amy_Sherald). She was in her 40s when [Michelle Obama](https://en.wikipedia.org/wiki/Michelle_Obama) commissioned her to paint her official portrait. Proof that midlife can be our prime time. ### Your favorite fictional character. It has to be [Margaret Simon](https://pauline.org/film-tv-reviews/are-you-there-god-its-me-margaret-cultural-commentary-on-religious-disaffiliation/) from [*Are You There God? It’s Me, Margaret*](https://en.wikipedia.org/wiki/Are_You_There_God?_It's_Me,_Margaret.). She was the first character to tell us the truth about our bodies. And as I lead Midi marketing, I feel like we’re finally writing the sequel, because the woman navigating menopause needs that same radical honesty and “I get it” sisterhood more than ever. ### Someone worth following on social media. [Melani Sanders](https://t.yesware.com/tt/eec755a09ac79cbd5593b5e0edd395acdee54183/d63618a61cfecf252af771aedaa7a1dd/90055b3e5fa2bb5fec2ddcdf934584b4/www.instagram.com/justbeingmelani/) (@justbeingmelani) and [Caitlin Murray](https://t.yesware.com/tt/eec755a09ac79cbd5593b5e0edd395acdee54183/d63618a61cfecf252af771aedaa7a1dd/cb0d29fdd4044c08000a4aeb8ea1d0fa/www.instagram.com/bigtimeadulting/) (@bigtimeadulting). They are doing the work when it comes to keeping it real about midlife and genuinely make me laugh out loud. Having them involved in our campaign was a no-brainer because they’re all about exactly what we’re doing at Midi Health: Bringing the messy, hilarious truth of being a woman into the light. ### Your main strength as a marketer/creative. I love to put myself in the shoes of my audience. At Midi, this came naturally. As a woman, I’m living it right along with them. You can’t create something that truly resonates unless you’re willing to be authentic. I try to lean into truth-telling energy and use humor to bridge the gap. If it doesn’t make me feel seen, I know it won’t work for our community. ### Your biggest weakness. Balancing a high-growth career with being present for my family. ### Something people would find surprising about you. People are always surprised to learn that I grew up in Texas because I don’t have a southern accent. But that’s really just because my mom is a speech therapist. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:emily.seal@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Advertising, Health and Wellness **Tags:** Midi Health **Sections:** Community Voices --- ### [Lindsay Lohan, Amy Sedaris Do a Double Take for Reese's Oreo Cups](https://musebyclios.com/film-tv/lindsay-lohan-amy-sedaris-do-a-double-take-for-reeses-oreo-cups/) **Published:** July 29, 2026 **Author:** David Gianatasio **Content:** Ah, Lindsay Lohan, ever the rational voice of reason in a topsy-turvy world. For Reese’s Oreo Cups, the actress with a famously stormy background stars as a wellness retreat owner who helps twins resolve their differences. “Because, well, [I know a thing or two](https://www.imdb.com/title/tt0120783/) about twins,” she quips. Amy Sedaris plays bickering sibs, with La Lohan striving to keep the peace. And there’s more than one Lindsay. As if you couldn’t guess. Here, Patricia Arquette makes her commercial directing debut (but doesn’t appear). She and co-director Jake Wilson infuse the :90 with manic sitcom energy. Sedaris rapid-fires the laugh lines, while Lohan’s a sharp comic foil. Real twins flesh out the cast. It’s a goof from start to finish, and everyone’s in on the joke. “The best innovations become part of culture because they tap into something consumers already care about,” says Melissa Blette, senior brand manager at Reese’s parent, The Hershey Co. “Reese’s Oreo was inspired by a conversation consumers had been having for years. Watching that enthusiasm continue one year later has reinforced the value of building products with consumers, not just for them.” Here, Luke Anderson, founding partner at Juxtapose Studio, which helped develop the approach, breaks it all down: ### Muse: Who is the target audience and why will this approach work for them? Luke Anderson: The target audience is both Gen Z and millennial consumers, who are extremely different, but both feel drawn to ’90s/’00s nostalgia at a moment in time where escapism feels appealing to everyone. We’ve toed the line creatively in a way that we feel unites these two consumer segments and grounds them in emotionally resonant human experiences. We created a storytelling moment littered with Easter eggs about duality, twins, unlikely but iconic pairings—illustrating the universally understood tension between the gravity of sibling rivalry and the levity of eating candy and laughing off conflict. At minimum, it’s high-gloss brain rot. And at maximum it’s a nostalgic art piece that tugs at the heartstrings. ### Sure, nostalgia’s cool. But what does this say about the brand today? Keep voting for what you want; Reese’s is a brand that listens to its consumers and rewards them with what they ask for. One year after launching Reese’s Oreo, Reese’s is celebrating the consumers who helped turn a dream pairing into a sought-after snacking moment. ### Where was it shot? Looks like a country store. A real camp site in Long Island that felt authentic to Lindsay’s childhood and the new-age trends in adult wellness which reward occasional indulgence. ### Fun vibe on set? It truly was a fever dream. We had two directors, with Jake Wilson leading the wellness blonde Lindsay moment and Patricia Arquette leading the red-haired commissary piece. Uniting their behind-the-camera styles created a swirl of chemistry. The best part was that everyone was having fun—like a day at summer camp. **Related:** [*Lindsay Lohan, Dylan Efron and Charo Star for Old Navy*](https://musebyclios.com/film-tv/lindsay-lohan-dylan-efron-and-charo-star-for-old-navy/) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Film and TV **Tags:** juxtapose studio, lindsay lohan, Oreo, Reese's **Sections:** Entertainment, Trending --- ### [Aisles of Smiles? It's Instacart vs. Male Shopper Memes](https://musebyclios.com/advertising/aisles-of-smiles-its-instacart-vs-male-shopper-memes/) **Published:** July 29, 2026 **Author:** David Gianatasio **Content:** ![Two men stand by a green produce stand with crates of fruit and vegetables; one holds leafy greens while a shopper chats with a vendor against an orange wall with 'Hand picked' signage.](https://cdn.musebyclios.com/wp-content/uploads/2026/07/28153444/icart-.jpg)You just ordered groceries through Instacart but wound up with… a male shopper. Breathe, people. Everything will be OK. Is it too late to cancel? The delivery service skewers that [well-known meme](https://www.buzzfeed.com/michaelabramwell/male-instacart-shopper-fails) in a social campaign from in-house agency Local Produce, Juxtapose Studio and writer-director [Paul Scheer](https://en.wikipedia.org/wiki/Paul_Scheer). Comedian-podcaster Hannah Berner stars with TV personality and bestselling cookbook author Antoni Porowski. Antoni plays a drill sergeant type tasked with whipping shoddy male shoppers into shape. Hannah frets: “I don’t believe there’s any freaking way these men can be fixed!” The project is designed to highlight Instacart’s commitment to honing its shoppers’ skills—and trumpeting its rate of success. The brand says it received more than 100 million 5-star ratings in 2025, and that over 90 percent of its rated orders earn perfect customer scores. But if a few clueless men don’t stack up, Antoni’s there to get shouty and show them the way. The comedy plays out on minimalist sets, with broad performances and zippy dialogue. It packs live-action cartoon vibes, and debuted last week with this teaser: > [View this post on Instagram](https://www.instagram.com/reel/DbVmp9COFqz/?utm_source=ig_embed&utm_campaign=loading)[A post shared by Instacart (@instacart)](https://www.instagram.com/reel/DbVmp9COFqz/?utm_source=ig_embed&utm_campaign=loading) A 3-minute video dropped today: > [View this post on Instagram](https://www.instagram.com/reel/DbYLMCwuoID/?utm_source=ig_embed&utm_campaign=loading)[A post shared by Instacart (@instacart)](https://www.instagram.com/reel/DbYLMCwuoID/?utm_source=ig_embed&utm_campaign=loading) Antoni: Whoa whoa whoa whoa whoa. Check the date. Shopper (reaches into cart): These *are* dates. Antoni: No, the date on the package. Shopper: The dates are IN the package. At first he’s confused. Understandable. Dates are tricky. But dude wins a prize in the end. Below, Jasmine Taylor, Instacart’s VP of brand marketing, explains how the initiative came together. ### Muse: So, you’re meeting the meme where it lives. Jasmine Taylor: This campaign is a natural extension of how we show up on social. We look at what’s already moving in culture and in our data, then build stories that feel native to both. The male shopper meme had already taken over the internet. So, instead of watching from the sidelines, we jumped in. The goal was to make something entertaining that also says something real about Instacart’s obsession with quality. ### That’s certainly relatable. I think we’ve all been there, frustrated with a shopper. We have real systems in place to support and improve shopper quality. The key was making sure we engaged in a way that acknowledged people’s frustration with humor and honesty, instead of dismissing it. We think we’ve threaded that needle. ### This targets a mainly young-adult audience? We’ve been evolving toward scripted, narrative content that earns attention instead of buying it. Gen Z is a big reason why. We know their radar for anything that feels like an ad is extremely calibrated. If it smells like a brand trying too hard, they’re gone. So, we wanted to make something entertaining enough to stand on its own, and let the Instacart brand live within that. If it gets shared because it made them laugh or they felt seen, that’s the whole point. Hannah and Antoni were a no-brainer for that, they have organic love from both Millennial and Gen Z audiences. ### So, they have cred with the culture… Hannah was a natural fit because she’s already in this conversation. In fact, she’s been vocal about male shoppers on [Giggly Squad](https://hannahberner.com/podcasts), so she came in with a real, established point of view, not a scripted one. Antoni made equal sense from the other direction. He is beloved for his ability to transform how men relate to food and the kitchen. Together they created a dynamic that made the premise feel both credible and funny. It felt like the right people who already had opinions about this topic in culture. ### When folks watch the campaign, what’s the brand takeaway? We want people to feel seen. The memes exist because grocery shopping is hard to get right. And when it goes wrong, it’s frustrating. The first thing we wanted to do was say… yeah, we get it. But the second takeaway is just as important: We don’t want people to think the meme is the reality. The truth is, over 90 percent of rated orders earn a perfect customer rating. We’re proud of that. And we’re also not satisfied with it. That 10 percent gap is something we’re actively working to close, it’s where we’re putting our energy. The feeling we want to leave people with is that Instacart takes this seriously, has already built something worth trusting, and isn’t going to stop until we get it all the way right. **Related:** [*Instacart Super Bowl Ad Will Star Ben Stiller and Benson Boone*](https://musebyclios.com/super-bowl/instacarts-super-bowl-ad-to-star-ben-stiller-and-benson-boone/) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Ad of the Week, Advertising **Tags:** Instacart **Sections:** Entertainment, Trending --- ### [ESPN Celebrates NFL Fantasy Football, Sitcom Style](https://musebyclios.com/sports/espn-celebrates-nfl-fantasy-football-sitcom-style/) **Published:** July 28, 2026 **Author:** David Gianatasio **Content:** Like the song says, *“The rest of the year can be lonely, Just you and your thoughts and your co-worker Tony. But now that ESPN and NFL Fantasy have aligned, It’s fantasy bonding time.”* You might well ask, what song is that? Why, the retro theme song that powers the silly sitcom spoof below from ESPN and creative agency BSSP. Breaking this week, it hypes ESPN’s new status as the NFL’s official football fantasy game partner (their products had competed in the past). *“Dust off the group chat and break out the memes. It’s time to talk trash about your best friend’s teams. The game’s never been more innovative, Even in a league with the guy you once dated.”* Nods to nostalgia rarely fail, and this tuneful take doesn’t disappoint. Sure, we’ve seen silly [TV spoofs](https://www.youtube.com/watch?v=clD_dG0ZFug) before. Still, they score because everyone has a vintage fave with a signature soundtrack. And most of us know a “Co-Worker Tony” type, too. Right, Big T? ![](https://cdn.musebyclios.com/wp-content/uploads/2026/07/28091208/espn-4.jpg)“We wanted to find a creative way to announce the partnership while leaning into the things that make fantasy great—the community and the unique relationships among league members,” Alex Healy-Lucciola, ESPN senior director, DTC and digital products, tells Muse. “When thinking about the audience for this campaign, we of course want existing fantasy players to get excited about the new partnership and product updates. But we also want to grow this amazing fantasy football audience on our platform. Our campaign especially hopes to reach younger sports fans who may have been hesitant to jump into fantasy football and knock down any perceived barriers to participation they may have.” As for the creative approach, “Sitcoms have always been about relationships and togetherness, and their iconic opening sequences are a perfect shorthand for introducing a lovable cast of characters,” adds BSSP ECD and partner Sinan Dagli. “That’s exactly what a fantasy football league is: old friends, coworkers, neighbors, exes and rivals who reunite every season.” Plus, “nothing resonates quite like nostalgia right now. Those intros instantly evoke warmth, familiarity and connection.” “We made a real 10-person tandem bike and a 10-person sweater. Because, how else would you bond with your fantasy league?” ![](https://cdn.musebyclios.com/wp-content/uploads/2026/07/28150851/sweater.jpg)Directed by Alpen’s [Mike Bernstein](https://heymikebernstein.com/), the work launches this week across TV, social and digital, getting a jump on the fall football frenzy. **Related:** [*ESPN Stars Get Animated for Disney’s* Toy Story 5](https://musebyclios.com/sports/espn-stars-get-animated-for-disneys-toy-story-5/) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Sports **Tags:** BSSP, ESPN **Sections:** Entertainment, Trending --- ### [Mike Nicoll Says His Latest Filmmaking Experience Changed the Way He Sees the World](https://musebyclios.com/2-minutes-with/mike-nicoll-says-his-latest-filmmaking-experience-changed-the-way-he-sees-the-world/) **Published:** July 29, 2026 **Author:** Shahnaz Mahmud **Content:** [Mike Nicoll](https://www.bitcoinseason.film/director) is an award-winning documentary filmmaker best known for writing and directing *[Bitcoin Season](https://www.youtube.com/watch?v=vaHDsOt2Ovk)* (2026), *The Spoils: Selling the Future of American Basketball* (2024) and *At All Costs* (2017). We spent two minutes with Mike to learn more about his background, his creative inspirations and recent work he’s admired. Mike, tell us … ### Where did you grow up? Where do you live now, and how did the 2 compare? I was born and raised in Los Angeles. I started my company there, went to film school at [USC](https://www.usc.edu/). But about five years ago, my wife and I moved up to Seattle with our girls. I love L.A., but I’m not the kind of person who ever wanted to spend his whole life in one place. We honeymooned in Vancouver and just fell in love with the Pacific Northwest. Every time we came up here it felt like home. So, we made the move. There is an ease to life here that I treasure. ### How did you get into film? My love affair with movies came from going to the cinema with my dad. There’s magic in being in a theater with a group of strangers in the dark, adventuring into a new world. I always tell people that filmmaking is the greatest art form because it combines all of the art forms: writing, imagery, sound, music—every artistic discipline is collapsed into the alchemy of cinema. That ‘s why I’ve poured my life—the last 16 years—into making movies. ### What’s a project you are proud of? My new film, [*Bitcoin Season*](https://www.youtube.com/watch?v=vaHDsOt2Ovk) is my best yet. I’ve had success in the sports documentary lane, but I’ve always had larger interests. *Bitcoin Season* was a perfect pivot point, because it’s set in the sports business world, but it’s fundamentally about money and the role it plays in all of our lives. I joke with my producers that the elevator pitch is: “Come for the sexy basketball, but stay for the Bitcoin—stay for the deep dive into what money *actually* is.” What makes *Bitcoin Season* so special is you see Bitcoiners doing the work, building bridges into new domains. Specifically, into the NBA. My goal is to reach as many people as possible and help them understand how broken our financial system is. But, more importantly, that there is a solution. ### What’s your secret productivity habit? There’s so much noise in the world, so I prioritize my spiritual fitness. When my prayer habits are disciplined, it allows me to focus—not only to see my own ideas with clarity, but also to let go of all the things that are not in my control. From there, I can identify the next action that’s going to move my project forward. ### What’s an AI tool actually worth the hype? Documentary filmmaking is probably about as AI-proof as any industry is going to get. I love working with real people and telling real-world stories. And I think audiences are going to find docs to be increasingly valuable in a world full of digital, synthetic “art.” I’m sure there are useful applications for AI. But I’ve been grinding non-stop these last 2 years on *Bitcoin Season*, so I haven’t had much time to play with AI yet. ### What’s the last great book, article or film you consumed? In anticipation of Spielberg’s new movie, I went back and rewatched *Jaws* for the first time in about 25 years—and it blew my doors off. I would also point to a huge inspiration for *Bitcoin Season*: [*Citizenfour*](https://en.wikipedia.org/wiki/Citizenfour), the documentary by [Laura Poitras](https://en.wikipedia.org/wiki/Laura_Poitras) that won the Academy Award in 2015. It’s just an absolute powerhouse. The tone, the tempo, the atmosphere—my editors and I tried to channel that as we built this “forbidden world” in *Bitcoin Season*. We wanted to maximize the suspense for our audience, to deliver that feeling of being in rooms you’re not supposed to be in. ### Favorite director? [Tony Gilroy](https://en.wikipedia.org/wiki/Tony_Gilroy) is definitely up there. I would say, though, that [Steven Soderbergh ](https://en.wikipedia.org/wiki/Steven_Soderbergh)is my favorite. He was an EP on *Citizenfour*, too. I love espionage thrillers. And then, of course, [Michael Mann](https://en.wikipedia.org/wiki/Michael_Mann). I’m so pumped for [*Heat 2*](https://www.imdb.com/title/tt27351074/). ### What do you want people to walk away with after watching your film? *Bitcoin Season* has been the most rewarding intellectual journey of my adult life. It’s changed the way I see the world, the way I understand money, the friends I have—everything. My hope is that people find Bitcoin to be worth a deeper look after watching the film. This movie is for the everyday person who is trying to figure out how they can build a better financial foundation for themselves. ### You’ve got 2 minutes with the industry. What’s your hot take? For filmmakers, design a life and a strategy for yourself where you’re not dependent on this deeply broken system. Self-sovereignty and creative independence are hallmarks of my career. I understand how appealing and seductive the big studio system can be, especially for people like me who grew up falling in love with Hollywood movies. My last two films are examples of what I’m capable of when I think outside of that system. My career has taken off since I adopted more of a “permissionless” design for filmmaking. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:ashley.fallsclioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Film and TV **Tags:** Bitcoin Season, Mike Nicoll **Sections:** Community Voices, Entertainment --- ### [RX&O's Jessica Ehrhardt Crafts Compelling Narratives for Bio-Curious Consumers](https://musebyclios.com/2-minutes-with/rxos-jessica-ehrhardt-on-taking-health-and-wellness-storytelling-to-a-higher-level/) **Published:** July 22, 2026 **Author:** Shahnaz Mahmud **Content:** [Jessica](https://www.linkedin.com/in/jessica-ehrhardt-creative/) is a a creative lead and healthcare provocateur. Currently, she’s tasked with helping to build RX&O, the health and wellness arm of X&O. A former pre-med neuroscience student turned playwright turned pharma creative, she’s spent her career trying to make health advertising feel more human, emotionally dangerous, culturally awake and impossible to ignore. Jessica has worked across rare diseases, aesthetics, oncology, infant nutrition and beyond. Whatever the task, she seeks to distill complex science into bite-sized morsels that fuel creativity and drive business growth. We spent two minutes with Jessica to learn more about her background, her creative inspirations and recent work she’s admired. Jessica, tell us … ### Where you grew up, and where you live now. Growing up, I moved all over the place. I lived in Westport, Conn., Jamaica (not Queens—the island), Beverly Hills and Alpharetta, Ga. Let’s just say the chaos of my upbringing prepared me like [Jedi](https://en.wikipedia.org/wiki/Jedi) school for advertising. I’m currently living in Atlanta. ### How you first got interested in health. When I was a kid, I carried around this giant silver spiral-bound book called [*Earthsearch*](https://www.goodreads.com/en/book/show/370703.Earthsearch). It was filled with experiments, spinning wheels, hidden discoveries and strange facts about how the world worked. It was more like a portable museum exhibit than a book. Looking back, I think I fell in love with science as much as I fell in love with discovery. It was the captivating combo of science + story + delivery. ### One of your favorite projects you’ve ever worked on. “The Story of Gilenya*.*” Five years after launch, the [breakthrough MS drug](https://quickrxspecialty.pharmacy/exploring-gilenya-a-breakthrough-in-multiple-sclerosis-treatment/) was trapped in a cycle of safety misperceptions. Rather than finding a better rebuttal, I went looking for a completely different story. That search led me to a strange little insect fungus used in ancient Chinese medicine—one that survives by suppressing its host’s immune system. This ultimately inspired the breakthrough that became Gilenya. It felt more like folklore than pharma. We turned the discovery into a beautifully illustrated animation and handcrafted book that gave sales reps an entirely new way into the conversation. This helped shift perceptions without arguing against them. ### A recent project you’re proud of. I’m especially proud of “The World’s Largest Lost & Found,” an awareness campaign for migraines that transformed a traditional disease-education assignment into an immersive traveling exhibit. The original brief was asking for another information-dense microsite. But working closely with my account partner, creative team and an incredibly brave group of [Pfizer](https://en.wikipedia.org/wiki/Pfizer) clients, we reframed the problem and sold a much larger idea. We created a physical lost-and-found filled with missed milestones, abandoned plans and everyday experiences taken by migraine. It sparked conversations, generated national attention and helped shift the narrative from “it’s just a headache” to a much deeper understanding of the disease. What makes me proud isn’t just the awards or the reach—it’s helping an overly-complicated brief become an invitation to shift perspective at scale. Play ### One thing about how health is evolving that you’re excited about. Consumers are becoming more bio-curious. They don’t just want health claims—they want mechanisms, evidence, specificity. They want to understand what’s happening inside their bodies and actively participate. They’re replacing green juice mysticism with biomarkers and hormone panels. The deeper people go down the wellness rabbit hole, the more we need compelling translators holding the flashlight. ### Someone else’s work, in health or beyond, that you admired lately. “Storm” by [GENER8ION ](https://en.wikipedia.org/wiki/Surkin)and [Yung Lean](https://en.wikipedia.org/wiki/Yung_Lean), directed by [Romain Gavras](https://en.wikipedia.org/wiki/Romain_Gavras). It’s a short film disguised as a music video. A manifesto disguised as a fever dream. A seven-minute cinematic poem about boyhood that explodes into one of the most beautiful pieces of choreography I’ve seen. Watching it was like pouring a Cherry Coke Slurpee on my brain—cold, sweet, nostalgic and impossible to explain to someone who hasn’t tasted it. Play ### A book, movie, TV show, or podcast you recently found inspiring. I met a wizard with an unpublished manuscript. It’s called *The Invitation to the Great Game* and it sincerely changed the way I see the world and my place in it. If anyone knows a good publisher, please let me know. I sent a LinkedIn message to [Doug Abrams](https://doug-abrams.com/), but he hasn’t written back yet lol. ### A visual artist, band or musician you admire. [Vincent Stall aka King Mini](https://www.instagram.com/kingmini1177/). At [Publicis](https://en.wikipedia.org/wiki/Publicis) I first noticed the tiny crown tattooed on his finger and his unforgettable hair—this wild gray flame rising from the back of his crown. And then I found his illustrations. He draws these strange little men with weird proportions and mullets and pain. They’re grotesque and tender and hilarious and deeply human. Every drawing feels like a character from some forgotten American mythology. At a time when so much creative work feels generated and polished, his drawings still feel handmade and unmistakably alive. ### Your favorite fictional character. [Dostoevsky’s](https://en.wikipedia.org/wiki/Fyodor_Dostoevsky) [Underground Man](https://www.ebsco.com/research-starters/literature-and-writing/underground-man-literary-archetype). He’s bitter, self-sabotaging, contradictory and often impossible to like. But long before psychology had language for it, Dostoyevsky created a character who understood something unsettling about humans. We wreck things. We overthink. We choose pride over connection. We stand in our own way and call it destiny. The Underground Man is a reminder that people are gloriously irrational creatures—and that our greatest battles are rarely with the world. They’re with ourselves. ### Someone worth following on social media. [Joe Burns on LinkedIn](https://www.linkedin.com/in/joeathome/). My God I love that salty Brit’s strategic POV. So sharp—and always masterfully articulated. ### Your main strength as a marketer/creative. Translation that trots. I’m precisely half scientist, half storyteller. Give me rabid complexity and I’ll have it leash-trained and licking your face by the end of the week. ### Your biggest weakness. I’m a chronic last-minute refinisher. I’ll still be tweaking language, restructuring slides or chasing a better insight minutes before a presentation. It’s stressful, irrational, and somehow—so far—it always works out. (Our lovely publicist is currently sending threatening emails about these interview responses.) ### Something people would find surprising about you. My mother, [Debra Ehrhardt](https://jamaicafarewelltheplay.com/), is Jamaican—born and raised in Kingston. I grew up around larger-than-life storytelling, belly-aching laughter, big drama and even bigger emotions. In Jamaican culture, a story isn’t something you tell quietly from a seated position. It’s performance. It’s rhythm. It’s interruption. It’s “Mi cyaan believe dis!” while waving your hands so wildly you knock over a glass and things go flying. My mom’s own journey to America became an award-winning one-woman show called [*Jamaica Farewell*](https://jamaicafarewelltheplay.com/). I’m incredibly proud of her. And I think that heritage shaped almost everything about how I communicate creatively. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:emily@cl.seal@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Advertising, Health and Wellness **Tags:** RX&O **Sections:** Community Voices, Lifestyle --- ### [The Trojan Horse Is Still Potent and Other Lessons from 'The Odyssey'](https://musebyclios.com/film-tv/the-trojan-horse-is-still-working-and-other-lessons-from-the-odyssey/) **Published:** July 27, 2026 **Author:** Luz Corona **Content:** The goal of every marketer is to create a story people will still be telling after we’re gone: a campaign that outlives the quarter, a tagline that slips into everyday language, a brand people don’t just recognize but intuitively understand. Greek mythology has been doing exactly that for nearly 3,000 years. Watching Christopher Nolan’s *The Odyssey* reminded me that the world’s most enduring intellectual property isn’t owned by Disney, Marvel or Apple—it belongs to Homer. And it belongs to Homer because the greatest stories don’t survive by resisting change. They survive because every generation finds a new reason to tell them again. As the film has dominated conversations online since its release, I’ve noticed a familiar criticism: It isn’t historically accurate enough. It changes characters, modernizes dialogue and asks different questions than Homer’s epic poem ever did. To me, that’s exactly why it works. Nolan wasn’t making a historical reconstruction. Instead, he was adapting one of humanity’s oldest stories for a 21st-century audience. Great brands face the same challenge every day. Consumers change, culture shifts and technology evolves. If a story doesn’t develop alongside them, it stops feeling alive. The strongest intellectual property doesn’t remain culturally relevant by staying frozen in time. It remains relevant because each generation is invited to reinterpret it through its own experiences. That’s why Greek mythology continues to thrive. It has become less of a fixed text and more of a shared cultural language. Think about how often we say “Trojan Horse,” “Achilles’ heel” or “siren song,” or call someone a “mentor,” without ever stopping to consider where those words came from. We don’t simply remember these stories; we use them to explain the world around us. That may be the highest form of brand recognition imaginable. Nolan proved the point himself on his press tour. When an interviewer compared artificial intelligence to the Trojan horse, he agreed. AI is “a Trojan Horse that everybody knows the Greeks are inside,” he said. “\[It’s\] a transparent horse, it’s made of glass.” Three thousand years later, even the questions we ask reach for Homer to explain the defining technology of our time. That’s what enduring intellectual property looks like. Not that people remember it, but that they instinctively use it. Play Nolan understands something marketers often struggle with: Relevance doesn’t come from changing the core of a story; it comes from changing the conversation around it. *The Odyssey* asks timeless questions about ambition, pride, guilt, home and forgiveness. Nolan reframes them through a modern lens. His Cyclops inspires empathy instead of triumph. His Athena reflects guilt and PTSD just as much as divine wisdom. And his Trojan horse becomes more than a military strategy—it’s a symbol of technological disruption and unintended consequences. The story is 2,700 years old, ancient, but the meaning feels contemporary. That’s the difference. As marketers, we often treat consistency as the ultimate goal. We guard our brand guidelines, messaging frameworks and visual identities with good reason. But consistency shouldn’t come at the expense of cultural relevance. The brands and stories that endure, becoming truly timeless, aren’t museum pieces; they’re living conversations. Christopher Nolan didn’t preserve *The Odyssey*. He trusted it to evolve. And that’s the lesson marketers should take away. The stories that survive aren’t the ones that stay exactly the same. They’re the ones every generation feels compelled to tell again and again. **Related:** *[Filmmaker Zachary Heinzerling Profiles Rafael Nadal in Revealing Netflix Documentary Series](https://musebyclios.com/film-tv/filmmaker-zachary-heinzerling-profiles-rafael-nadal-in-revealing-netflix-documentary-series/)* ![author avatar](https://secure.gravatar.com/avatar/6b6bfb2f77a71b59d600c283859735f5d62b2631c0b7c29a530b306cb0abde04?s=300&d=mm&r=g) Luz Corona [See Full Bio](https://musebyclios.com/author/luzcorona/) [ ](https://musebyclios.com/author/luzcorona/) **Categories:** Film and TV, Musings **Tags:** The Odyssey **Sections:** Community Voices, Entertainment --- ### [MLS Invites Fans Across North America to Celebrate Following World Cup Summer](https://musebyclios.com/sports/mls-invites-fans-across-usa-to-celebrate-following-world-cup-summer/) **Published:** July 28, 2026 **Author:** Shahnaz Mahmud **Content:** With the [2026 FIFA World Cup](https://en.wikipedia.org/wiki/2026_FIFA_World_Cup) all wrapped up, Major League Soccer is moving to ensure that the sport and its clubs sustain the enthusiasm the event delivered across the U.S. The aim is to transform the World Cup excitement into sustainable momentum for all 30 MLS franchises. With that in mind, the league recently launched its biggest brand campaign to date. A spot titled “Thanks World, We’ll Take it From Here,” showcases some powerhouse players, with [Lionel Messi ](https://en.wikipedia.org/wiki/Lionel_Messi)taking centerstage. It also featured some high-profile club owners, including [David Beckham](https://en.wikipedia.org/wiki/David_Beckham), [Kevin Durant](https://en.wikipedia.org/wiki/Kevin_Durant), [Magic Johnson](https://en.wikipedia.org/wiki/Magic_Johnson) and [Matthew McConaughey](https://en.wikipedia.org/wiki/Matthew_McConaughey). Play Debuting on July 13—five days before the World Cup final—the push spanned national broadcast, streaming, digital, social, OOH platforms and media partnerships. “This is the most ambitious ad buy and production in the league’s history,” MLS CMO Radhika Duggal tells Muse. The broader initiative is far-reaching. Duggal says it marked a turning point in how the league operates, constituting a coordinated effort among all MLS clubs across ticketing, promotion, live events and broadcasting—and more. Many of the campaign’s elements were released to coincide with the World Cup, in anticipation of the seismic shift the tournament might bring to soccer in the U.S. Storytelling and local market experiences were critical to the strategy and varied in nature. Roughly 50 pieces of premium content were released nationally and locally, powered by a digital marketing effort, an essential piece going forward. At the national level, the program includes [four original docuseries](https://www.mlssoccer.com/news/mls-launches-four-original-series-to-showcase-player-and-club-storytelling-ahead-of-2026-fifa-world-cup) designed to showcase players and clubs more intimately. Each was distributed on platforms such as Amazon, Apple TV, Fox and Tubi, as well as MLS’s owned-and-operated channels. The campaign enjoyed robust airtime through both a Fox affiliate partnership in each of the league’s U.S.-based markets, running before and after World Cup matches. Coaches, players and local soccer heroes took part, lending the activations a personal touch. The league also partnered with [FIFA](https://en.wikipedia.org/wiki/FIFA) to host local watch parties. For instance, Seattle, home to the [Seattle Sounders FC](https://en.wikipedia.org/wiki/Seattle_Sounders_FC), hosted them on a custom-built soccer barge in the central waterfront area. And [Austin FC ](https://en.wikipedia.org/wiki/Austin_FC)held free watch parties at Auditorium Shores, a green space in its downtown district. Play Duggal notes how Austin FC’s efforts extended into the larger campaign elements. It was among the 15 clubs that had bespoke ads made “laddering up” to the national spot. It’s a point of pride for Duggal, who notes that every club participated, choosing which suited their local activities best from a menu of marketing options. “No league has done this before, in bringing everybody together,” says Duggal. “I really hope we think about how we transformed marketing and how we worked together—and continue working in a coordinated way going forward.” The biggest challenge was bringing the MLS enterprise together as a whole to agree to all of the moving parts. “Creating the concept that we thought was big enough—and steeped in culture enough—to actually capture fans and consumers attention was not an easy feat,” says Duggal. The challenge then became convincing star players to participate. The same was true for asking celebrity owners to star in and help distribute the ads. For maximum imapct, the league strove to “pull every cultural lever possible,” Duggal says. “Partnering with Amazon was integral to that, to launch the Amazon Original ‘Can I Kick It’ track. It’s one thing to re-record an iconic track, it’s another thing to get it out into the world through a service that has 80 million users.” Now supercharged with 2026’s summer of global soccer, MLS is ready to ramp up its local franchises to continue with this forward momentum. “We’re not trying to build MLS up here,” says Duggal. “We’re trying to build the brand of our clubs and our players, and we’re trying to use MLS as the marketing engine and scale a machine behind doing that.” All 30 clubs are now carrying out promotional initiatives to capture new fans. Twenty-two clubs will offer a program called “First Match On Us,” which provides complimentary tickets to first-time attendees as MLS moves through this season. Duggal also says there are plans to digitally communicate with consumers over the next few months on a targeted personalized journey to get them to be a fan of the club, stemming from the interest they showed during the World Cup. “We’re starting to see really good results and are beginning to think about what is replicable in the future.” Some of those results, per MLS: ticket sales are up 62 percent across the league when comparing the 40-days before the World Cup to the 40 days during and after the global event. “We are focused on how this can be the blueprint for how we work efficiently and effectively to manage marketing,” Duggal says. ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** Sports **Tags:** 2026 FIFA World Cup, FIFA, Major League Soccer, MLS **Sections:** Entertainment, Trending --- ### [Škoda Teaches the World How to Say Its Name](https://musebyclios.com/advertising/skoda-teaches-the-world-how-to-say-its-name/) **Published:** July 27, 2026 **Author:** David Gianatasio **Content:** It’s pronounced *Šhhhkoda*. D’uh. Isn’t that obvious? Apparently not, as we learn in amusing work from Škoda and Leo U.K. “The Š has always been part of our identity, but we’ve never really given it center stage before,” says Kirsten Stagg, the carmaker’s marketing director. “The campaign allows us to celebrate an authentic part of our Czech heritage while creating something playful and memorable which provides us with a springboard to establish that our cars are šmart, špacious and štylish.” This špot puts the approach in peršpective: The work feels fun and in keeping with the auto brand’s penchant for big-idea promos designed to grab attention (its [Tour de France graffiti art](https://musebyclios.com/sports/skoda-transforms-tour-de-france-penis-graffiti-to-promote-womens-cycling/) hypring for women’s cycling serving as a recent example). In a way, “Šhhhkoda” resembles efforts for [Buschhhhh Beer](https://www.adweek.com/creativity/in-amusing-new-ads-deutsch-revives-the-refreshing-sound-of-of-buschhhhhhhhhhh/), and those certainly proved popular. “By turning the pronunciation of Škoda into a national talking point, we’ve created a campaign that invites participation and proves that sometimes the smallest detail can start the biggest conversations,” says Leo creative director Graham Lakeland. The concept plays across TV, OOH, print, social, PR, influencer activity, OOH and partnerships. ![Street scene with a blurred red bus and a Skoda car advertisement displaying 'Shhhh' and the words 'Smart', 'Spacious', 'Stylish'.](https://cdn.musebyclios.com/wp-content/uploads/2026/07/24113521/skoda-last.jpg) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Leo U.K., Škoda **Sections:** Trending --- ### [Kim Kardashian Leans In for UPDATE Energy Drink](https://musebyclios.com/film-tv/kim-kardashian-leans-in-for-update-energy-drink/) **Published:** July 23, 2026 **Author:** David Gianatasio **Content:** In a stylish, satirical spot from creative studio OBB Bolded for UPDATE energy drink, Kim Kardashian riffs on “the work I’ve gotten done.” “Not that type of work,” she says in the next breath, poised at a press-conference podium in the :90 below. “They always ask, ‘Kim, how do you do so much? Kim, how do you keep going? Kim, are they really real?” After the camera zooms in on her cleavage, she explains: “Honestly, my energy is just different.” There’s a detour to a science-y lab, and the story concludes in an art gallery. Play …with Kim in a display case, attacking a mountain of paperwork. “I didn’t pass the bar. I raised it,” she says. What we’ve got here is a culturally attuned pitch of the highest order. Ever the self-aware diva, Kardashian—an UPDATE founder—slyly goofs on her public persona like a champ. “For me it comes down to being intentional about what I put into my body and my day,” [she tells People](https://people.com/kim-kardashian-reveals-how-she-gets-it-all-done-as-she-debuts-first-campaign-for-update-exclusive-12024644). “That’s actually a big part of why UPDATE resonated with me in the first place. It helps me stay focused, balanced and present, no matter what my schedule looks like.” That vibe comes through. And the not-so-slightly askew approach, novel for the category, imbues the brand with quirky personality. Daniel Sachon directed. Michael D. Ratner, Scott Ratner and Leonor Castro served as executive producers. The commercial drops across digital platforms today. It’s way less cray than her [“Fairy Butt Mother”](https://musebyclios.com/fashion-and-beauty/kim-kardashian-plays-fairy-butt-mother-for-skims-shapewear/) and [space-shot](https://musebyclios.com/film-tv/spaced-out-kim-kardashian-x-klones-hype-skims/) bits for Skims, but more dynamic than her [jokey plugs](https://musebyclios.com/music/goddess-kim-kardashian-gets-a-beats-by-dre-soundtrack/) for Beats by Dre. Here, Kim keeps super-cool and never breaks a sweat. (You can check out her exhausting [NikeSkims](https://musebyclios.com/sports/nikeskims-works-up-a-sweat-with-kim-kardashian-serena-williams-jordan-chiles-and-more/) advert for that.) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Film and TV **Tags:** Kim Kardashian, OBB Bolded, update energy drink **Sections:** Entertainment, Lifestyle, Trending --- ### [How Nutritious Puts a Fresh Spin on the Music Biz](https://musebyclios.com/2-minutes-with/how-nutritious-puts-his-own-spin-on-the-music-biz/) **Published:** July 18, 2026 **Author:** Shahnaz Mahmud **Content:** [Nutritious](https://www.djnutritious.com) is a recording artist, DJ, producer and A&R pro at Liquid Culture Records. As a DJ, highlights include gigs at the Whitney Museum of American Art, Pikes Ibiza, Rodarte for New York Fashion Week and international tours with [Mark Farina](https://en.wikipedia.org/wiki/Mark_Farina). He held the first residency at the former Save the Robots space for all-night, all-vinyl Saturday sets in NYC’s East Village. Nutritious’ releases have hit Beatport’s Top 5, SiriusXM Chill’s peak rotation and other charts worldwide. He is a contributing author to the *New York Times* bestseller *[Living Well](https://www.amazon.com/dp/0812909933?lv=shuf&channelId=500&plpRedirect=mhFallback)* and a founding team member of *DoubleBlind Magazine*. In addition, he has helped raise over $150,000 for the National Down Syndrome Society and supported Bailey House, Last Prisoner Project and Boys & Girls Club Malibu. We spent two minutes with Nutritious to learn more about his background, his creative inspirations and recent work he’s admired. Nutritious, tell us … ### Where you grew up, and where you live now. Between New York and Florida. ### Your earliest musical memory. Toddler. Dropping the needle on [Walter Murphy ](https://en.wikipedia.org/wiki/Walter_Murphy)on my parents’ ’70s console stereo. I would try to DJ and scratch the records. ### Your favorite bands/musicians today. That’s the rub—as a DJ, I hope you’ll come to a show to find out. Or listen to me on the radio. You can also follow our ever-growing [“We Are Liquid Culture”](https://open.spotify.com/playlist/04MCpGBLFVS7X6swBdrha2) playlist on [Spotify](https://en.wikipedia.org/wiki/Spotify) featuring label artists and those who inspire. ### One of your favorite projects you’ve ever worked on. [“Blurs”](https://hypeddit.com/livvdp) is fun. [John Van Hamersveld ](https://en.wikipedia.org/wiki/John_Van_Hamersveld)did the art. I released it with one of my favorite labels, [Paper Recordings](https://www.paperecordings.com/). Wrote and produced the whole thing during the summer, at the beach, cliffside in Malibu. ### A recent project you’re proud of. I produced and released 13 songs last year and I’m in the studio now working on more. I just released [“Freefall.”](https://le.ffm.to/freefall) Three songs on Liquid Culture, already in rotation on [SiriusXM Chill](https://www.siriusxm.com/channels/siriusxm-chill) with support from over 115 DJs, including [Jody Wisternoff](https://en.wikipedia.org/wiki/Jody_Wisternoff), [Richie Hawtin](https://en.wikipedia.org/wiki/Richie_Hawtin) and [Marco Carola](https://en.wikipedia.org/wiki/Marco_Carola). Features in [*Mixmag*](https://mixmaglatam.com/read/freefall-into-sound-nutritious-on-building-worlds-beyond-the-dancefloor-artistas) and [*Metal Magazine*](https://metalmagazine.eu/en/post/nutritious-freefall). It’s the deepest thing I’ve made to date. ### One thing about how the music world is evolving that you’re excited about. AI is forming its own community while the rest of us keep it real. ### Someone else’s work, in music or beyond, that you admired lately. I adore [Rick Rubin](https://en.wikipedia.org/wiki/Rick_Rubin). My partner [Zoe Wilder](https://www.zoewilder.com/). Our incredible team. The good people at other record labels I work with: [Ben Davis](https://www.bendavismusic.com/), [Pete Jenkinson](https://uk.linkedin.com/in/petejenkinson), [Chris Massey](https://en.wikipedia.org/wiki/Christopher_Massey). The genius multidisciplinary artists on our [Liquid Culture](https://www.liquidculturerecords.com/) label. ### A book, movie, TV show or podcast you recently found inspiring. Most things [Katt Williams](https://en.wikipedia.org/wiki/Katt_Williams). ### An artist you admire outside the world of music. I’m a fan of [Miro](https://en.wikipedia.org/wiki/Joan_Mir%C3%B3), [Picasso](https://en.wikipedia.org/wiki/Pablo_Picasso), [Dali](https://en.wikipedia.org/wiki/Salvador_Dal%C3%AD), [Murakami](https://en.wikipedia.org/wiki/Haruki_Murakami), John Van Hamersveld and [Basquiat](https://en.wikipedia.org/wiki/Jean-Michel_Basquiat). ### Your favorite fictional character. [Dr. Octagon](https://en.wikipedia.org/wiki/Dr._Octagon). ### Someone worth following in social media. [Nikki Howard](https://www.instagram.com/nikki_howard/), [“Alma”](https://le.ffm.to/alma) cover star. ### Your main strength as a marketer/creative. Taste. ### Your biggest weakness. Humility. ### Something people would find surprising about you. I healed my myopia and astigmatism naturally. ### One thing that always makes you happy. Parties. ### One thing that always makes you sad. The fetishization of shootings in cinema. ### What you’d be doing if you weren’t in the music business. Still making music. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:michael.kauffman@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Advertising, Music **Tags:** Nutritious **Sections:** Community Voices, Entertainment --- ### [DoorDash Delivers, With (and Without) All the Drama](https://musebyclios.com/advertising/doordash-delivers-with-and-without-all-the-drama/) **Published:** July 27, 2026 **Author:** David Gianatasio **Content:** ![](https://cdn.musebyclios.com/wp-content/uploads/2026/07/27172608/ASH-last.jpg)Which would you prefer: a DoorDash delivery or a forbidden amorous interlude? Now, you can embrace both, thanks to the brand’s Canadian ops, which just dropped this clip spoofing period romances and spotlighting its $0 DashPass delivery fee: “Everyone has had that moment where they’re deciding whether or not to order in,” Caroline Friesen, ECD at Wieden+Kennedy Toronto, which developed the campaign, tells Muse. “You go back and forth even though you know that in the end, you’re definitely ordering.” “The goal was really to take that moment and dramatize it or even melodramatize it, showing that when you have DashPass, ordering on DoorDash is a no brainer.” Next, a heartrending railroad station farewell with a plug for DashPass’ availability on Amazon Prime: “While we were filming the train scene at this station in very rural Portugal, there was an epic daytime party happening at a restaurant right on the other side of the tracks,” Friesen recalls. “We had to stop filming multiple times because the party was getting too rowdy for us to roll sound.” Ah, a slice of real drama, excellent! But, why skewer vintage narrative tropes at all? “They felt the most dramatic,” Friesen says. “We also wanted to make sure there was a lot of juxtaposition between the drama and the modern-day ordering moment and the different periods helped.” Indeed, Radke director [Steve Ayson](https://radke.tv/director/steve-ayson) takes each situation satisfyingly sideways before the way-back trappings fade. The adverts launched this week with more to come. **Related:** [*Can DoorDash Help You Escape Your Gnarly Roommate and His Stinky Pets?*](https://musebyclios.com/advertising/roommate-woes-maybe-doordash-can-help-you-afford-a-new-place/) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** DoorDash, Wieden+Kennedy, wieden+kennedy toronto **Sections:** Entertainment, Trending --- ### [Instacart's Super Bowl Entry Stars Ben Stiller and Benson Boone](https://musebyclios.com/super-bowl/instacarts-super-bowl-ad-to-star-ben-stiller-and-benson-boone/) **Published:** January 23, 2026 **Author:** Amy Corr **Content:** For the second year in a row, Instacart will appear on the Super Bowl with an ad starring Ben Stiller and Benson Boone. [Spike Jonze](https://en.wikipedia.org/wiki/Spike_Jonze) will direct—his first Big Game spot in more than 20 years. Teasers from Instacart’s internal creative agency Local Produce, BBDO and McCann feature Stiller and Boone dressed in dated green outfits. “Harmonizing” shows the pair’s attempt at singing, until Stiller gets upset at Boone’s high notes. In “Goals,” Stiller starts talking about the wrong kind of football and when Boone corrects him, he’s not happy. Last year’s spot bought iconic mascots together like Kool-Aid Man, Chester Cheetah, Puppy Monkey Baby and Mr. Clean. Play **UPDATE:** Here’s an extended cut of Instacart’s 2026 in-game spot: Play ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Super Bowl **Tags:** BBDO, Ben Stiller, Benson Boone, Instacart, Local Produce, McCann **Sections:** Entertainment, Trending --- ### [Puma Helps Runners Take Giant Steps Forward—and More Global Greats](https://musebyclios.com/worldviews/puma-helps-runners-take-giant-steps-forward-and-more-global-greats/) **Published:** July 27, 2026 **Author:** David Gianatasio **Content:** Here are some notable campaigns that broke far and wide in recent weeks, curated by Muse sibling [Ads of the World](http://adsoftheworld.com). ### Puma, ‘Deviate Pure’ Agency: Compound Collective While many people run for fun, as athletes, or for health, Puma takes a playful detour from featuring elite athletics with this surreal spot that highlights another reason we run: because we need to get somewhere fast. Whether it’s being late for a photo shoot, rushing to a band gig, or simply part of the job, sometimes you just have to hoof it. [Read More](https://www.adsoftheworld.com/campaigns/puma-deviate-pure) Play ### Adrenaline Rush, ‘A-Rush, A-Game On’ Agency: Kinnect This visually charged effort celebrates the grit behind success, focusing on the effort that comes before achievement rather than the reward itself. Featuring dynamic scenes centered on photography and parkour, the film highlights the hustle, discipline and self-expression of young adults pursuing their passions. [Read More](https://www.adsoftheworld.com/campaigns/a-rush-a-game-on) Play ### JAC Motors, ‘Got a Team’ Agency: Groenlandia Chile’s Olympic table tennis star Tania Zeng puts a spotlight on perseverance, tracing her 19,000-kilometer journey from chasing sports glory to building a business. The spot broadens its focus beyond competition, celebrating resilience, ambition and the support systems that help turn daunting challenges into lasting achievements. [Read More](https://www.adsoftheworld.com/campaigns/got-a-team) Play ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Worldviews **Tags:** Adrenaline Rush, JAC Motors, Puma **Sections:** Entertainment, Trending --- ### [Denise Campbell of Novartis on the Shifting Conversations in Healthcare](https://musebyclios.com/2-minutes-with/denise-campbell-of-novartis-on-the-shifting-conversations-in-healthcare/) **Published:** July 28, 2026 **Author:** Shahnaz Mahmud **Content:** [Denise](https://www.linkedin.com/in/deniseacampbell/) currently serves as the VP of marketing, U.S. Oncology at Novartis. With expertise in consumer-packaged goods, e-commerce, consulting and healthcare, she has held major roles at a gamut of companies, ranging from start-ups to Fortune 500 players. While at AbbVie, Denise led consumer marketing strategy for its U.S. Immunology portfolio; in that capacity, she helped Humira score impressive revenue growth. She was also an integral member of the team for the AbbVie/Allergan acquisition integration. Denise is committed to developing future leaders and advocates for gender equality as an executive sponsor of Empowering Women to Impact Now (EWIN) at Novartis. We spent two minutes with Denise to learn more about her background, her creative inspirations and recent work she’s admired. Denise, tell us … ### Where you grew up, and where you live now. I grew up outside of Ann Arbor, Mich. and, now live in the metropolitan NYC area—in northern New Jersey. ### How you first got interested in health. I’ve always been interested in health and wellness. Professionally, I reached a point in my career where I felt as a marketing leader in health, I would be able to do more to help others. ### One of your favorite projects you’ve ever worked on. The “Your Attention, Please” campaign for breast cancer screening and awareness from 2025, which was Novartis’ [Super Bowl](https://en.wikipedia.org/wiki/Super_Bowl_LIX) debut. Play ### A recent project you’re proud of. Leading the work that helped Novartis to become the first Life Sciences partner of the [NFL](https://en.wikipedia.org/wiki/National_Football_League). ### One thing about how health is evolving that you’re excited about. We’re shifting the conversation away from sickness towards wellness. ### Someone else’s work, in health or beyond, that you admired lately. I am a longtime admirer of the [Budweiser Clydesdales ](https://www.anheuser-busch.com/about/clydesdale)campaign. Play ### A book, movie, TV show, or podcast you recently found inspiring. I am currently reading *[Mattering](https://www.penguinrandomhouse.com/books/756179/mattering-by-jennifer-breheny-wallace/)* by [Jennifer Breheny Wallace](https://www.linkedin.com/in/jennifer-b-wallace/). ### A visual artist or band/musician you admire. I recently saw [The Eagles ](https://en.wikipedia.org/wiki/Eagles_(band))at [The Sphere](https://www.thesphere.com/). What is so incredible about that band is that on any given day, any one of those guys can be the front man. That says a lot about teamwork. ### Your favorite fictional character. [Jo March](https://littlewomen.fandom.com/wiki/Jo_March) in [*Little Women*](https://en.wikipedia.org/wiki/Little_Women). ### Someone worth following on social media. [The Female Quotient](https://www.thefemalequotient.com/) ### Your main strength as a marketer/creative. Making the complex simple. ### Your biggest weakness. Ice cream. ### Something people would find surprising about you. I have had a long career in pharma, but was never a sales rep. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:emily.seal@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Advertising, Health and Wellness **Tags:** novartis **Sections:** Community Voices --- ### [Let's Watch Amazon Music's Audiobooks Spice Up Our Mundane Lives](https://musebyclios.com/advertising/lets-watch-amazon-musics-audiobooks-spice-up-our-predictable-lives/) **Published:** July 24, 2026 **Author:** David Gianatasio **Content:** OMG! There’s a ferocious dragon dive-bombing the bus! It could destroy us all! Cool. Amazon Music just dropped a series of stylish, F/X-driven vignettes playing up the transportive power of audiobooks. Creative studio MakeMake and director Ben West employ a cheeky tone to show folks whisked away from their daily drudgery to worlds of thrills, chills and, in some cases, restorative relaxation. At times, characters and elements from bestsellers visit our universe to stir it up. That’s true of this first spot, with a serpent from *[Fourth Wing](https://www.goodreads.com/en/book/show/61431922-fourth-wing)* surprising a young woman on her morning commute: Play Perhaps less scary than some of the creatures you find riding city buses, eh? “What we loved about this campaign was finding the extraordinary hiding inside completely ordinary moments,” West says. “The second you drop a great story into someone’s ears, everything shifts. Everything dissolves, and you’re somewhere else entirely. None of this feels like a stretch because that’s genuinely what a good book does to your brain, and thereby, your reality.” Next, a dude samples the romantic fantasy of [A Court of Thorns and Roses](https://www.goodreads.com/book/show/16096824-a-court-of-thorns-and-roses) while doing dishes. Things get … frothy. Play Maybe a splash of cold water is in order, my man. “What began as a simple brief to build awareness around audiobooks on Amazon Music grew into an opportunity to push the idea somewhere more unexpected—shifting toward cinematic, live-action storytelling and using visual effects to elevate and expand each listener’s world,” recalls Cindy SooHoo, who served as creative director on the project. “By reimagining familiar, everyday moments through the lens of someone’s imagination, we explored how audiobooks can transform the ordinary into something liberating and unexpectedly funny.” That’s true of the next clip, which fuses a trip to the laundromat with the intense sci-fi stylings of *[Project Hail Mary](https://en.wikipedia.org/wiki/Project_Hail_Mary)*: Play “Ultimately, the campaign is a celebration of people, their creativity and the vivid personal journeys unfolding just beneath the surface,” SooHoo says. Indeed, the work feels grounded and relatable, while its outré elements remind us that Amazon can unlock the magical vistas great stories provide. Check out more ads below, including some slated for overseas markets: Play Play Play Play **CREDITS** Director: Ben West Creative Director: Cindy SooHoo VFX Creative Director: Andres Barrios VFX Supervisor: Adam Newman Editors: Zoe Mougin & Sam Slavkin Editorial Heads of Production: Ashley Bartell, Alexa Berman Editorial Executive Producers: Meagen Carroll & Dani DuHadway Spagnoli Heads of Production: Jillian Lynes & Sam Cornwell Colorist: Jonny Thorpe Color Producer: Alex Zhao Production Coordinator: Tamie Lurex Producers: Hannah Rowswell, Lisa Laubhan Executive Producer: Paul Makowski Head of Story: Sasha Markova Chief Strategy: Officer Venetia Taylor Vice President Dre Krichevsky Managing Director: Kate Berry President: Eve Kornblum ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Amazon, makemake **Sections:** Entertainment, Trending --- ### [Kim Robinson Shows Creatives How to Navigate the Business Side](https://musebyclios.com/2-minutes-with/kim-robinson-helps-creatives-navigate-the-business-side/) **Published:** July 27, 2026 **Author:** Shahnaz Mahmud **Content:** [Kim](https://www.linkedin.com/in/kimrobinsonjr/) is a longtime contributor to and advocate for creative communities, with 15+ years shaping platforms, including The Fader, Complex, Red Bull and the American Museum of Natural History. He works with artists such as Spike Lee, Kendrick Lamar, Solange, Tyler, the Creator and more. He also curated the American Museum of Natural History’s [“One Step Beyond Music” ](http://www.ow-ny.com/ow_amnh.html)series. Raised inside underground, DIY cultural ecosystems—punk, hip-hop, electronic music and art scenes—he came of age in spaces where artists supported one another out of necessity. He founded 3pts to put that experience directly in service of makers. He helps creative people build sustainable paths on their own terms. We spent two minutes with Kim to learn more about his background, his creative inspirations and recent work he’s admired. Kim, tell us … ### Where you grew up, and where you live now. I was born in Baltimore and lived there for a while before moving to Honolulu and later Sacramento, Calif. I now live in Brooklyn, where I’ve been based since 2008. ### A moment from high school or college that changed your life. High school was pivotal because that was when I moved to Hawaii. It was a massive shift in culture and scenery that exposed me to people and ideas that shaped who I am today. ### A book, movie, TV show or podcast you recently found inspiring. *[The Creative Habit](https://www.simonandschuster.com/books/The-Creative-Habit/Twyla-Tharp/9780743235273)* by [Twyla Tharp](https://en.wikipedia.org/wiki/Twyla_Tharp). Becoming a creative person isn’t something that just magically happens. It comes through habit-building, where you design and use systems and processes that create your default setting. Get this book. ### A recent project you’re proud of. A resource I created and manage to make business easier for creative entrepreneurs through my business, [3pts](https://3pts.co/) ([“Three points”](https://www.instagram.com/3ptsco/)). It’s called [3pts Co-op](https://3pts.co/membership/), a membership and community that helps artists and makers navigate the business side so they can build sustainable businesses doing what they love. ### Your main strength as a creative person. My versatility and flexibility. I’m never overly-attached to a specific idea or how it needs to be executed or released. I adjust mediums, modes and components as needed to achieve the best outcome in my work. ### Your biggest weakness. I can stretch myself too thin pursuing too many projects. ### What you would be doing if you weren’t working in the creative sphere. I can’t imagine! [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:daveg@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Advertising **Tags:** 3 pts **Sections:** Community Voices --- ### [The Return of the ‘Handmade’ in Today’s Tech-Fatigued World](https://musebyclios.com/musings/return-handmade-todays-tech-fatigued-world/) **Published:** July 23, 2026 **Author:** Luz Corona **Content:** If you studied art history, you remember the Aesthetic Movement of the 19th century, whose thesis was “art for art’s sake.” The movement was a direct response to the Industrial Revolution. It served to ignite artists to fight against mass-produced goods and glean inspiration from the Renaissance and other art periods that were indulgent and awe-inspiring. Art from this period is full of moody women sitting in beautiful scenes, just taking it all in. We’re currently in the midst of a similar technological revolution. Audiences and artists are rallying against AI slop in Reddit wormholes and analyzing imagery for too many toes. And the most interesting advertising teams are paying attention, reacting and repeating history. Take the [Doritos Simply NKD campaign](https://www.adsoftheworld.com/campaigns/simply-nkd-renaissance-of-snacking) by GUT. The initiative features Renaissance-inspired paintings, reflecting the brand’s “stripping away” of dyes and additives, highlighting the simple beauty of the chip. The tagline, “The Renaissance of Snacking” alludes to snacking being an art form—maybe even, dare I say, snacking for snacking’s sake? Too literal? What about Olivia Rodrigo’s latest music videos? In an interview with *Reframed the Podcast*, cinematographer Todd Banhazl said they chose to shoot the [“drop dead” ](https://www.youtube.com/watch?v=78wrful9cVU)clip on vintage cameras because it makes everything look beautiful—not to make a statement or for nostalgia. Then there are the handmade props and stop-motion animation featured in the video for the song [“the cure.”](https://www.youtube.com/watch?v=B402rKl4bUg) As prop stylist Liam Moore told *It’s Nice That*, “For ‘the cure,’ there was only one rule: Everything in the video should, almost across the board, have a handmade touch.” What about the return of film? If you’re willing to wait in line, you can visit [Autophoto](https://www.autophoto.org/), New York’s “Premier Analog Photobooth Gallery and Museum,” or [Happy Beginnings Studio](https://www.instagram.com/happy_beginnings_studio/) for a vintage peel-apart film portrait with photographer Thomas T. Tran. There are tintype pop-ups in Brooklyn every weekend. And everyone knows about [Tom’s One Hour Photo & Lab ](https://www.instagram.com/tomsonehourphotolab/?hl=en)in Los Angeles, where Tom is keeping vintage glamour shots en vogue. In a world where we have access to unlimited instant gratification, why are so many people seeking out tactility? Why is “craft” the new buzzword? Why did Lily Allen choose a hand-painted portrait for the cover of *West End Girl*? Why did Hermès collaborate with 50 different illustrators in 2025? Why do actors get giddy to peruse the Criterion Closet for physical media? This is that historical reaction repeating itself. In a world full of political unrest, war and uncertainty, why not lean into beauty, find joy in the small things, and bring your viewer pleasure, even if it only means a moment of respite? It’s natural for trends to flip-flop. We lean all into CGI in Q1 and commission puppetry only for Q2. Superhero movies ruled the theater for a decade, but today’s biggest box office successes are first-time auteurs and original stories. Art for art’s sake is happening again—whether it’s artists creating that work digitally with funky, 3D claymation or delicate, paper-engineered set design. But it’s what came after the Aesthetic Movement that interests me: Art Nouveau and the Arts and Crafts movement. These subsequent movements didn’t end industrialization and the assembly line. They didn’t kill the machine, just like video didn’t kill the radio star. These new movements merely added more choices. They could all exist in tandem. The AI bubble is bursting. It’s not going to disappear, but it will quiet down and find its place alongside other technologies. As I said above, film is back, baby! Digital cameras slowed film down for a bit, but they now live together in a peaceful harmony. Artists like Olivia Rodrigo understand the importance of craft. Instead of automating, she hired the best possible craftspeople to create handmade props for her music video. Why go for mediocrity when you can go for the best? Surely some of the processes of creating her music videos are automated (because automation in and of itself isn’t evil). But the art, the beauty and the craft of it—that’s something AI cannot do. And audiences can sense the effort—craft like this is effort—and they appreciate it. Do a quick search for Rodrigo’s new album and you’ll see hundreds of videos of “Livies” (Olivia’s ardent fans) deep-diving into the craft of it all. The harmonization of technology and art will continue, and history will once again repeat itself, as it so often does. Rather than every commercial production utilizing AI, every tech company rebrand using the same circular theme for its logos, and every girlie pop musician working with the same producer, we will see a plethora of diversity in the arts. Artists in all industries will strive for the highest level of craft (no matter what tools they’re sharpening). So, sit back like one of those moody, Aesthetic Movement painting girls and take it all in. **Related:** *[Why Great Designers Need Less Design Inspiration](https://musebyclios.com/musings/why-great-designers-need-less-design-inspiration/)* ![author avatar](https://secure.gravatar.com/avatar/6b6bfb2f77a71b59d600c283859735f5d62b2631c0b7c29a530b306cb0abde04?s=300&d=mm&r=g) Luz Corona [See Full Bio](https://musebyclios.com/author/luzcorona/) [ ](https://musebyclios.com/author/luzcorona/) **Categories:** Musings **Tags:** Art, Technology **Sections:** Community Voices, Entertainment --- ### [The Biggest Mistake Brands Can Make Right Now? Misreading Consumer Priorities](https://musebyclios.com/musings/the-biggest-mistake-brands-can-make-right-now-misreading-consumer-priorities/) **Published:** July 22, 2026 **Author:** Luz Corona **Content:** Every election cycle brings a predictable period of heightened public division. For marketers, it usually triggers a familiar challenge: How to balance corporate values with consumer expectations without alienating half their audience. While marketing teams weigh social media strategy and political stances, consumers are focused on something more immediate: their household budgets. According to [Adtaxi’s 2026 Economic & Political Survey & Study](https://www.adtaxi.com/landing/2606-mr-econpoli/?utm_source=pr&utm_medium=referral&utm_campaign=website), nearly half of Americans (49 percent) identify the economy and inflation as the single issue that matters most to them today. This exceeds the next highest issue, healthcare (17 percent), by nearly three to one. Furthermore, 38 percent of respondents note that their household finances have worsened over the past year. This goes deeper than politics and [represents a fundamental shift in consumer behavior](https://www.adtaxi.com/blog/adtaxi-survey-finds-economic-concerns-rising-costs-and-digital-media-engagement-are-reshaping-the-2026-electorate/?utm_source=pr&utm_medium=referral&utm_campaign=website). Periods of [economic uncertainty](https://www.adtaxi.com/landing/2506-mr-economy/?utm_source=pr&utm_medium=referral&utm_campaign=website) completely reshape how people evaluate companies, define value and execute purchasing decisions. For marketers navigating the remainder of the 2026 election cycle, success won’t belong to the businesses with the largest budgets or the most campaigns. It will belong to the most practical, relevant and useful brands. **Consumers Are Resetting Priorities. Brands Must Do the Same** When household budgets tighten, consumers don’t just spend less. They become far more careful about where their money goes. The study highlights a massive change in daily habits: - 49 percent of consumers are comparing prices more frequently - 40 percent are switching to lower-cost brands - 39 percent are cutting back on discretionary items - Over a quarter of Americans are delaying major purchases entirely These figures show that every single purchase must now justify itself. For marketers, this raises the bar significantly. Aspirational storytelling and lifestyle marketing are losing traction to messages grounded in tangible utility. Consumers don’t just want to know what a product does; they need to understand how it justifies the cost in their tighter household budget. **Redefining Value Beyond the Price Tag** It’s important to remember that consumers do not automatically equate value with the lowest price. Instead, they judge value by longevity and quality. When defining what value means to them, 47 percent of consumers point to high quality for the price, and 40 percent prioritize long-lasting durability. Direct discounts and promotions trail behind at 35 percent. This distinction is vital for long-term sustainability. Marketers who compete solely on price risk training their audience to only buy during a sale, which damages profit margins and long-term customer loyalty. Today’s most effective marketing doesn’t just lower prices. It builds confidence by proving the product will last. **Relevance Beats Reach** The way consumers shop has become increasingly proactive, making it less effective to simply wait for people to notice you. When looking for products, search engines remain the primary resource for 32 percent of consumers, followed by retailer websites and apps at 23 percent. Notably, emerging digital-first media consumption habits are shifting toward utility. [More consumers](https://www.npr.org/2025/12/01/nx-s1-5616541/more-consumers-are-using-ai-tools-to-help-them-shop) are using AI tools like ChatGPT and Gemini to help them shop, and that figure is poised for rapid growth. Meanwhile, traditional social media feeds and television advertising lag behind in driving direct intent. Shoppers aren’t waiting to be interrupted by clever ads; they are actively seeking answers. Consequently, the modern marketing strategy must pivot from broad reach to deep relevance. Success depends on being present at the exact moment of intent with clear pricing, transparent information and credible reviews. If you are seen but offer no real help, you are easily ignored. **Trust Is Earned Through Execution** In a highly divided environment, consumers rarely agree on public issues. The study shows that the largest segment of consumers prefers companies to remain focused on their core products and services rather than enter political debates. This shouldn’t be misinterpreted as a request to stay completely quiet, but rather as a reminder that trust is earned through real actions instead of just releasing public statements. Consumers remember the names that simplify their lives, communicate honestly, and deliver consistently on their promises. While economic uncertainty and political distractions present challenges, they also reward disciplined, digital-first marketers. The businesses that succeed over the long run won’t necessarily have the largest media spend or the most attention-grabbing marketing. They will be the ones that recognize a simple truth: Consumers aren’t asking businesses to solve deep social disagreements. They are asking them to solve everyday problems. They want help to stretch a paycheck, make smarter decisions, and feel confident about where their money goes. In uncertain times, usefulness is the ultimate strategy. **Related:** [*The Death of Disposable Taste: Gen Z Is Redefining Value at Home*](https://musebyclios.com/musings/the-death-of-disposable-taste-gen-z-is-redefining-value-at-home/) ![author avatar](https://secure.gravatar.com/avatar/6b6bfb2f77a71b59d600c283859735f5d62b2631c0b7c29a530b306cb0abde04?s=300&d=mm&r=g) Luz Corona [See Full Bio](https://musebyclios.com/author/luzcorona/) [ ](https://musebyclios.com/author/luzcorona/) **Categories:** Musings **Tags:** adtaxi **Sections:** Community Voices --- ### [Numbers Game: Michelob's Lionel Messi Tribute Tops Our 5 Ads of the Week](https://musebyclios.com/advertising/numbers-game-michelobs-messi-tribute-tops-the-weeks-5-best-ads/) **Published:** July 23, 2026 **Author:** David Gianatasio **Content:** ### Bestie: Michelob Ultra’s Messi Tribute Is, Like the Man Himself, One for the Ages A simple yet compelling illustration of Messi’s greatness. We watch a thermal printer tally No. 10’s achievements, proving that after 6 World Cups, Lionel owes humanity absolutely nothing. Well played by Wieden+Kennedy New York and director Zak DeLange. [Read More](https://musebyclios.com/sports/michelob-ultras-messi-tribute-is-like-the-man-himself-one-for-the-ages/) **And in no particular order…** ### Purple Reign: Roku City Opens Its Gates for TV and Movie Send-Ups Now playing in Roku City: thriller, crime-show and spy-fi spoofs from Preacher and director Andreas Nilsson. It’s clever stuff, with the platform’s violet metropolis screensaver as the setting for laughs, suspense and action. (But mostly laughs.) [Read More](https://musebyclios.com/film-tv/purple-reign-roku-city-opens-its-gates-to-parody-entertainment-tropes/) ### Xfinity Adds Zombies to Its Menagerie of Monsters and Mayhem This moldy bunch lives for reliable, affordable WiFi, even though they’re dead. A funny, atmospheric collab from Goodby Silverstein & Partners, Xfinity Creative Production and director Damien Shatford. [Read More](https://musebyclios.com/film-tv/xfinity-adds-zombies-to-its-menagerie-of-monsters-and-mayhem/) ### Meet Liberty Mutual’s New Mellow Yellow Mascot Best spokescharacter of all time? Hell no. Still, Liberty Biberty—a ball of fluff hyping insurance—can’t stop racking up views on social. From Bandits & Friends and director Harold Einstein. [Read More](https://musebyclios.com/advertising/meet-liberty-mutuals-mellow-yellow-mascot/) ### Can DoorDash Help You Escape Your Gnarly Roommate and His Stinky Pets? Quality Meats and director Paco Cruz ask a salient question: Which upsets you more, your weird roommate or his ferrets? The latter just hid in your bedroom. Maybe sign up with DoorDash and earn some money to move. [Read More](https://musebyclios.com/advertising/roommate-woes-maybe-doordash-can-help-you-afford-a-new-place/) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** DoorDash, Liberty Mutual, Michelob Ultra, Roku, Xfinity **Sections:** Entertainment, Trending --- ### [Meet Liberty Mutual's New Mellow Yellow Mascot](https://musebyclios.com/advertising/meet-liberty-mutuals-mellow-yellow-mascot/) **Published:** July 22, 2026 **Author:** David Gianatasio **Content:** Does “Liberty Biberty” have legs? In a literal sense, no. It’s a yellow furball with a face that hypes Liberty Mutual. No limbs required. But in terms of charming the culture, Biberty might already be on a roll. Videos introducing the character amassed millions of views in just a few days, generating copious press coverage and social chatter. Ad geeks and others will likely recall the “Liberty Biberty” name, coined by actor Tanner Novlan as a “flubbed line” in this [classic 2019 commercial within a commercial](https://www.youtube.com/watch?v=W-FbVT4ddZQ). Now, Biberty springs to life, with Novlan making a cute cameo as the pair hang out in a bar: Next, Biberty makes an unscheduled departure, whisked away mid-pitch by a bird of prey: [Mascots are all the rage](https://musebyclios.com/advertising/why-brand-mascots-are-hotter-than-ever/) in adland these days. And Liberty Mutual has [long reveled](https://musebyclios.com/tag/liberty-mutual/) in quirky brand personalities like Limu Emu and Doug. So, this excursion feels unforced, and the callback to past campaigns adds a pleasingly meta vibe. Here, Rob McQueen and Nicholas Bauman, GCDs at creative agency Bandits & Friends, take us inside the campaign: ### How’d this approach come about? Rob McQueen and Nicholas Bauman: When the chance came to create the brand’s next iconic character, we freaked! This was one of those classic briefs that a kid would dream up. The phrase “Liberty Biberty” … over the years, it’s wormed its way into people’s brains and straight into culture at large. This meaningless phrase took on a life of its own in the world. So to own it for Liberty Mutual, we took our phrase and transformed it into a new spokescharacter. ### When viewers see him, what’s their takeaway about the brand? Liberty Biberty wasn’t about inventing something entirely new. It was about unearthing the opportunity and potential that was hiding in plain sight—the strategic insight that the best insurance gives people a feeling of confidence, relief and feeling great. ### And he’s a practical effect, correct? When it came time to actually create Biberty, it was truly equal parts fun, terrifying, exciting and surreal. There weren’t any rules or preconceived ideas of what a “Liberty Biberty” was. But we knew we wanted Biberty to be real. So, we skipped the CGI and AI and decided we needed something that people could actually touch and interact with. Something that could exist in the real world. To make this really real, we partnered with the legendary Jim Henson Creature Shop. They helped turn our dreams into this little entity that could move and emote. And then we found the perfect puppeteer and voice artist, Grant Baciocco, to bring him to life. ### Bib’s personality seems especially pleasant. Brand-focused, but humble. We were lucky enough to work with Harold Einstein and Dummy Films on these spots. And frankly, we couldn’t have done it without him. Harold saw our vision and greatly helped define Biberty’s tone, wit and overall take on the world around him throughout the campaign. ### Any anecdotes from filming? On set, Harold created a really fun space where we were able to keep riffing and throwing out adlibs to make sure we got the best possible beats. Having a puppet on hand also helped to keep the shoot goofy and relaxed so we could figure out who this fuzzball really was. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** bandits & friends, Liberty Mutual **Sections:** Trending --- ### [Why Sports Provides the Ultimate Playground for Director Karl Stelter of Journeymen Studios](https://musebyclios.com/2-minutes-with/why-sports-provides-the-ultimate-playground-for-journeymen-director-karl-stelter/) **Published:** July 25, 2026 **Author:** Shahnaz Mahmud **Content:** [Karl](https://www.linkedin.com/in/karlstelter/) is an executive producer and commercial director at Journeymen Studios known for his intimate, emotionally grounded storytelling. His recent Jury Award win at Sebastopol qualified him for the 2026 Oscars. Clients include Invisalign, Amazon, NFL, Telus, Western University of Health Sciences and GHA Autism Supports. We spent two minutes with Karl to learn more about his background, his creative inspirations and recent work he’s admired. Karl, tell us … ### Where you grew up, and where you live now. Chicago has my heart, but I’ve been going steady with Los Angeles for the last 16 years. Sorry Chicago, you’re just too cold for me. ### Your earliest sports memory. Watching [Sonic the Hedgehog](https://en.wikipedia.org/wiki/Sonic_the_Hedgehog) as a kid at night. I was so inspired that I went outside and ran laps around our home. Not sure what my parents thought, other than “I hope this helps put him to sleep.” ### Your favorite sports team(s). The [Chicago Bulls](https://en.wikipedia.org/wiki/Chicago_Bulls) of the 1990s. Was there any other option? I was obsessed with that entire lineup and watching every game. I almost convinced my parents to buy a [Fleer Michael Jordan](https://www.si.com/collectibles/news/1989-fleer-michael-jordan-cards-continue-to-quietly-jump-in-value) rookie card for me. And looking at [eBay](https://www.ebay.com/b/Fleer-Michael-Jordan-Rookie-Basketball-Cards/212/bn_16673943) now, I think we’re all disappointed I didn’t win that battle. ### Your favorite athlete(s). Growing up it was [Michael Jordan ](https://en.wikipedia.org/wiki/Michael_Jordan)for his indomitable competitiveness (and obviously [*Space Jam*](https://en.wikipedia.org/wiki/Space_Jam)). [Andre Agassi ](https://en.wikipedia.org/wiki/Andre_Agassi)for his refusal to conform. [Rafael Nadal](https://en.wikipedia.org/wiki/Rafael_Nadal) for his humility and hustle. And more recently, [Cole Hocker](https://en.wikipedia.org/wiki/Cole_Hocker) for a truly wild 2024 Olympic 5k win, and [Lindsey Vonn](https://en.wikipedia.org/wiki/Lindsey_Vonn): “I tried. I dreamt. I jumped. I hope if you take away anything from my journey it’s that you all have the courage to dare greatly.” ### Your favorite sports movie or show. [*Warrior*](https://en.wikipedia.org/wiki/Warrior_(2011_film)). This film transcends the genre with a story about family and redemption. I am such a sucker for stories about brothers. Honorable mention: [*The Last Dance*](https://en.wikipedia.org/wiki/The_Last_Dance_(miniseries)). Pairing childhood nostalgia with an adult perspective and player hindsight? Perfection. ### Your favorite sports podcast. I’ve been really into the podcast [*Served With Andy Roddick*](https://servedpodcast.com/) for his honest, insightful commentary. ### Your favorite sports video game. [*NBA Jam*](https://en.wikipedia.org/wiki/NBA_Jam) on [Sega Genesis ](http://Sega%20Genesis)– “He’s on fire!” ### A recent project that you’re proud of. We had the honor of working with 3x Paralympian [Lizzi Smith](https://en.wikipedia.org/wiki/Elizabeth_Smith_(swimmer)) on an [Invisalign](https://www.invisalign.com/invisalign-smile-quiz?utm_source=google&utm_medium=paidsearch&utm_campaign=NI+-+Brand+-+Priority+-+Exact&utm_term=invisalign&gclid=CjwKCAjwmozTBhAeEiwAkEGZzqxjmtLEEpSc2ImvrOIW8xUu2v78khj19b-8a9sjGRZx0kg7hWtn0BoC6_YQAvD_BwE&gclsrc=aw.ds&gad_source=1&gad_campaignid=166006067&gbraid=0AAAAAByUan96rDeLUlPdv9y9E9O2ksr0E)-branded doc, [*Swimming with Butterflies*](https://www.journeymenstudios.com/swimming-with-butterflies#SWBcaseStudy). We were given the creative latitude to work with her directly on what she wanted to say with the film. And by giving her that agency, we were able to authentically amplify her voice, elevate the brand and even win some awards (including a few Clios). Play ### Someone else’s recent work that you admire. [Air Canada’s](https://en.wikipedia.org/wiki/Air_Canada) “Ticket to Dream” for the [2024 Olympics](https://en.wikipedia.org/wiki/2024_Summer_Olympics). Weaving together parallel storylines while embedding the brand and country so emotionally is no small feat. Hats off to director [Kevin Foley](http://Kevin%20Foley) for the incredible balancing act he pulled off here, as well as the emotional integrity he achieved. Play ### What sports can do that nothing else can. Sports give people the playground they need. If you’re looking to push yourself, you can. If you’re looking for connection, you can find it. All you have to do is play. ### What you would be doing if you weren’t working in the sports space. Writing in a cabin in the woods. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:maher.labban@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Advertising, Sports **Tags:** journeymen studios **Sections:** Community Voices, Entertainment --- ### [KAP Media Group Wraps San Diego in Dozens of Colossal Wallscapes for Comic-Con](https://musebyclios.com/film-tv/kap-media-group-wraps-san-diego-in-dozens-of-colossal-wallscapes-for-comic-con/) **Published:** July 22, 2026 **Author:** Christine Champagne **Content:** Downtown San Diego is awash in enormous, vibrant wallscapes celebrating pop culture as [Comic-Con](https://www.comic-con.org/ "Comic-Con"), the ultimate fandom convention, rolls into town from July 23-26. A major presence at Comic-Con since 2011, [KAP Media Group](https://www.kapmediagroup.com/ "KAP Media Group") is behind more than 20 projects for this year’s event. Its efforts hype brands such as AMC, Prime Video, Paramount+, PlayStation, Funko, ABC and Jazwares in the biggest, boldest ways. “It’s been extremely rewarding for us to see the city come alive with all the colors and excitement that the wallscapes bring to SDCC each year,” KAP CEO Lori Brabant tells Muse. “We couldn’t do it without our incredible brands and our wonderful hotel partners.” Here, Brabant details the ins and outs of creating and placing such humongous, eye-catching art: ![](https://cdn.musebyclios.com/wp-content/uploads/2026/07/22122328/KAP_CC26_Install_Omni_SonyFunko_High_Res-14-2048x1365-1.jpg)Photo credit: Spearhead Media**MUSE: Tell me about some of the campaigns you are doing this year.** **Lori Brabant:** We are thrilled to be working with Sony PlayStation in several ways this year. To celebrate Marvel’s *Wolverine*, coming to PS5 on 9.15.26, we have installed a massive wallscape in the air at the Omni and will be on the ground below with an activation serving fans slushies, distributing giveaways and a consumer photo moment with the Sentinel Head, making this a perfect in-the-air and on-the-ground moment. AMC is back and highlights a new series and some crowd favorites. The *Yaga* cast has taken over the Hilton Gaslamp wallscape. Fans are excited about this new series coming to AMC+. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/07/22122645/KAP_CC26_Install_Pendry_AMC_High_Res-68-2048x1365-1.jpg)Photo credit: Spearhead Media**How far in advance—or maybe I should ask, how not-so-far in advance—did you begin working on this year’s Comic-Con project?** We begin working on our offerings for the next year’s Comic-Con literally right after we wrap the current year. So, this is a year-long project. Most of our brands will renew with us nine months in advance. But we also secure brands up to four to six weeks before Comic-Con commences. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/07/22122621/KAP_CC26_Install_HiltonGaslamp_AmazonAMC_High_Res-67-2048x1365-1.jpg)Photo credit: Spearhead Media**No two buildings are the same, and there are people working and living in them. What are the challenges in creating wallscapes given such circumstances?** That is what makes our wallscapes so cool and also challenging. These are buildings and not billboards. So, we build a very detailed template and work with the creative teams on the design and also on call-outs for where to place faces and words so they aren’t obstructed. We have very seasoned and experienced installers who know how to place our vinyl wraps in a safe and professional way. **They really are a sight to see.** It starts with the scale, as our wallscapes range from 4,000 square feet to over 35,000 in San Diego. So you can’t miss them anywhere you go. On top of that, it’s the design and creative elements that are incorporated into each unique wallscape. They are truly works of art. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/07/22122500/KAP_CC26_Install_Park12_Paramount_High_Res-1-scaled-1-683x1024.jpg)Photo credit: Spearhead Media**These wallscapes are not permanent. Does it almost feel like a shame to take them down?** We love the feeling that this is temporary and fleeting. It builds the excitement around them each year as fans and brands can’t wait to see what will go on the walls for this major cultural event. If they were there for a long time, we would lose some of that anticipation, and they wouldn’t be as impactful. **KAP is a women-owned company. Are there many women-owned companies in this space? And as a women-owned company, do you approach this work differently?** I can’t say for certain, but from what I’ve seen, there are very few—if any other—women-owned companies doing what we do in this space. That said, I don’t think being women-owned changes how we approach work. We run KAP on a few core beliefs: reputation isn’t a given, it’s earned, be good people who work with good people, and impermanence is our superpower. Those are the standards we hold ourselves to, always. ![author avatar](https://secure.gravatar.com/avatar/bca57dd4723116a5018776272ebed389875689a3404acf351677240c4d746cec?s=300&d=mm&r=g) Christine Champagne [See Full Bio](https://musebyclios.com/author/christine-champagne/) [ ](https://musebyclios.com/author/christine-champagne/) **Categories:** Film and TV, Gaming **Tags:** Comic-Con, KAP Media Group **Sections:** Entertainment, Trending --- ### [Xfinity Adds Zombies to Its Menagerie of Monsters and Mayhem](https://musebyclios.com/film-tv/xfinity-adds-zombies-to-its-menagerie-of-monsters-and-mayhem/) **Published:** July 21, 2026 **Author:** David Gianatasio **Content:** The scene: During a zombie apocalypse, with flesh munching and destruction all around, a young guy cowers atop a burned-out bus and faces one of the undead. Corpse: Infinity Mobile gives you phone upgrades every year. They also cover all your devices for life. Dude: Do you, like, work for Xfinity? Corpse: Used to. Anyway, nice chatting. I’m gonna go eat this lady. That’s one of many cute bits in the wireless provider’s latest round of Hollywood sendups. Goodby Silverstein & Partners, Xfinity Creative Production and director Damien Shatford collaborated on the campaign. Spots break today, recalling Xfinity’s fabbo [Frankenstein advert](https://musebyclios.com/advertising/xfinity-classes-up-frankensteins-monster/) from last Halloween and its [*Jurassic Park* Super Bowl play](https://www.youtube.com/watch?v=fnncIVKvJkg). This new flight rocks similar spoofy sensibilities as the brand continues to promise reliable and affordable WiFi and related tech service. Here, we learn that being dead doesn’t exempt you from paying bills—which might be horrifyingly high unless you switch to Xfinity: “A dead zone at the worst possible moment, a forgotten download before you lose WiFi, a cracked screen right when you need it most—these are the moments that can feel like the end of the world,” says Diana Hicks, executive director of brand IMC of Xfinity. “The campaign personifies that feeling through a zombie apocalypse, showing that with Xfinity Mobile, customers can stay connected and worry a little less, no matter what comes their way.” Another plus … should the world slip into oblivion, Xfinity provides ABBA’s pop stylings to ease the pain: “The set felt more like a feature film than an ad campaign with huge make-up teams from Auckland and Sydney, a horde of over 100 zombie extras and production design that transformed lovely looking spaces into apocalyptic wastelands,” Hicks recalls. “There was rarely a moment during the entire week where a zombie or two wasn’t lumbering past us heading to their trailers or to lunch. It’s surreal and hilarious at the same time.” As for the broader goal, “First and foremost, we’d love people to laugh when they watch these,” says agency co-founder and co-chairman Jeff Goodby. “After they stop laughing, we’d love them to take away the idea that no matter what is going on in their chaotic lives—apocalypse or no apocalypse—it’s not so bad when their WiFi and technology is running smoothly.” The dead rise today across broadcast and digital. We’re told this flight marks the first of satirical series that will unfurl through the summer and fall. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Film and TV **Tags:** Goodby Silverstein & Partners, Xfinity **Sections:** Trending --- ### [How Polaris Lugged 200 Tons of Dirt Into NYC for IRL 'Call of Duty'](https://musebyclios.com/gaming/how-polaris-lugged-200-tons-of-dirt-into-nyc-for-irl-call-of-duty/) **Published:** July 21, 2026 **Author:** Luz Corona **Content:** ![Off-road UTV parked on a muddy lot with construction gear in front of a building displaying FANATICS FEST NYC and a Statue of Liberty mural.](https://cdn.musebyclios.com/wp-content/uploads/2026/07/22103047/fanatics.jpeg)For the New Yorkers walking by the Jacob Javits Center the week of Fanatics Fest, it was likely no surprise to see sports leagues and brands setting up camp in the area. What they likely didn’t expect, however, was a dirt track being built right across the street. As the official off-road vehicle partner of *Call of Duty*, Polaris brought the virtual gaming experience to life at the major sports convention by transforming an outdoor Manhattan lot into an off-road track. The 70-year-old company manufactures off-road vehicles for commercial, government and military use. Polaris partnered with *Call of Duty* in 2024 and has since recreated the virtual experience through similar real-world activations. Statistically, it’s a strategic match. The recent *Call of Duty: Black Ops II* rerelease reportedly [attracted 5.25 million weekly PS5 players](https://gamerant.com/call-duty-black-ops-2-player-count/) in the U.S. And the franchise continues to [dominate among Gen Z](https://www.ypulse.com/article/2026/05/07/gen-zs-top-10-favorite-video-and-mobile-games-in-2026/)—a demographic increasingly [seeking in-real-life (IRL) experiences](https://news.lenovo.com/making-it-real-gen-z-online-energy-into-irl-community/) in the digital age. The production itself was a major feat. Roughly 200 tons of dirt were hauled in alongside about 25 truckloads of materials and 150 feet of lumber for the timber-run section. Built directly above the No. 7 Subway line, the activation required approximately 2,728 work-hours across assembly and dismantling. Twelve distinct Polaris vehicles were on-site, including off-road models, a snowmobile, a Slingshot and a military vehicle. Muse caught up with Holly Spaeth, vice president of brand and powersports marketing, at Fanatics Fest for a behind-the-scenes look at the “Path to Victory” activation—before hopping aboard a Polaris vehicle in the middle of the concrete jungle. *The following interview has been lightly edited for length and clarity.* **Muse: Can you tell us a little about how this came to life?** **Spaeth:** It’s a small but very mighty team of two agency partners and individuals from our Polaris team. *Call of Duty* told us they were partnering with Fanatics Fest and said, “Hey, we have this space and we’ve done ride experiences before. What could you do?” To bring the idea to life, we’ve been building for over a week. It took 200 tons of dirt, 25 truckloads of gear and 2,700 hours of labor to give Fanatics Fest attendees a taste of what it’s like to experience a Polaris RZR in the real world. **We hear so much about the digital age. Why are these IRL experiences so important right now?** When we first started talking to *Call of Duty*, we realized that whether someone is behind a controller or behind a steering wheel, there’s a shared mindset of people wanting to actively experience life. As we dug deeper, we found that roughly 60 percent of gamers say outdoor recreation is one of their favorite activities. There’s a huge crossover there. What makes the Fanatics Fest element so interesting is that tons of athletes play *Call of Duty*, and tons of athletes also ride Polaris products. You see that synergy come to life—a cultural element of people who prefer living life “leaned in” rather than leaned back. **Were you surprised by how much dirt you needed to haul into Manhattan? Did anything during pre-production take you by surprise?** We do events like this fairly regularly—though not usually in the middle of Manhattan, to be clear. But with any activation, you’re always preparing for the unexpected: needing spare auto parts, canceled flights, things like that. Two-hundred tons of dirt sounds like a lot, but it doesn’t always look like as much as you’d think. It’s really just about being prepared for anything. The drivers are extremely experienced and will adapt to your pace. It’s a truly memorable experience that you likely won’t ever get to recreate in the middle of Manhattan. > [View this post on Instagram](https://www.instagram.com/p/DbDrjiEDjGP/?utm_source=ig_embed&utm_campaign=loading)[A post shared by The Clios (@clioawards)](https://www.instagram.com/p/DbDrjiEDjGP/?utm_source=ig_embed&utm_campaign=loading) **Related:** *[FIFA, MLB, Mitchell & Ness and More Showed Up Big at Fanatics Fest 2026](https://musebyclios.com/sports/fifa-mlb-mitchell-ness-and-more-showed-up-big-at-fanatics-fest-2026/)* ![author avatar](https://secure.gravatar.com/avatar/6b6bfb2f77a71b59d600c283859735f5d62b2631c0b7c29a530b306cb0abde04?s=300&d=mm&r=g) Luz Corona [See Full Bio](https://musebyclios.com/author/luzcorona/) [ ](https://musebyclios.com/author/luzcorona/) **Categories:** Gaming **Tags:** Call of Duty **Sections:** Entertainment, Trending --- ### [Michelob Ultra's Messi Tribute Is, Like the Man Himself, One for the Ages](https://musebyclios.com/sports/michelob-ultras-messi-tribute-is-like-the-man-himself-one-for-the-ages/) **Published:** July 20, 2026 **Author:** David Gianatasio **Content:** Lionel Messi’s been bringing the receipts for 22 years across six FIFA World Cups. That makes Michelob Ultra’s tribute to “La Pulga,” with his career tournament stats rolling out of a bar’s thermal printer in the style of a bill, particularly compelling. Naturally, Lionel’s achievements are too numerous to absorb on one viewing. Which is exactly the point. Dubbed “Tab Closed,” it’s a clever, transcendent visual metaphor from Wieden+Kennedy New York and director Zak DeLange. The approach reminds us that some athletes—by virtue of their record-setting play, cultural impact and humanity—are absolutely priceless. Of course, Messi’s Argentina squad lost to Spain in yesterday’s World Cup Final. This presumably marked Lionel’s last appearance in the tournament (though of course, you never know). The minute-long spot ran on TV and social media shortly thereafter, with a Times Square billboard and other OOH elements in the mix. [Click here for more Messi advertising highlights via Muse sibling Ads of the World.](https://www.adsoftheworld.com/campaigns/a-tribute-to-number-10) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Ad of the Week, Sports **Tags:** Michelob Ultra, World Cup **Sections:** Entertainment, Trending --- ### [Putting Cannabis at the Intersection of Sports, Fashion and Community ](https://musebyclios.com/2-minutes-with/putting-cannabis-at-the-intersection-of-sports-fashion-and-community/) **Published:** July 21, 2026 **Author:** Shahnaz Mahmud **Content:** [Josh Schmidt](https://www.linkedin.com/in/josh-schmidt-09530217a/) is VP of business development at [Natura](https://www.natura.io/) and cofounder of [Sluggers Hit](https://sluggers.com/), a premium cannabis brand known for sports-inspired storytelling, collectible product design and a culture-first approach. At Natura, Josh focuses on business development, strategic partnerships and growth across the company’s vertically integrated platform, while helping guide Sluggers’ expansion across regulated markets. He began his cannabis career operating one of California’s first licensed medical cannabis dispensaries. We spent two minutes with Josh to learn more about his background, his creative inspirations and recent work he’s admired. Josh, tell us … ### Where you grew up and where do you live now. I grew up in Hillsborough in the San Francisco Bay Area and now live in the Sacramento area, which is where [Natura ](http://Natura)is headquartered and where a lot of the [Sluggers ](http://Sluggers%20Hit)story was built. ### How you first got interested in cannabis. It started as a consumer interest and evolved into a deeper curiosity about the plant and the culture around it. We saw an opportunity to build something with real identity, nostalgia and community behind it, not just a product. ### A recent project you’re proud of. [The Sluggers x Only Grams booth collaboration](https://www.instagram.com/p/DZegm17tJGy/) we brought to [Mary Jane Berlin](https://maryjane-berlin.com/en) this past June. Taking a California-born cannabis brand to one of Europe’s biggest trade shows and building a full campaign around it—streetwear aesthetic, editorial visuals, international BD conversations—was a defining moment for how far the brand has come. ### The biggest challenge cannabis marketers face today, and how to approach it. Platform restrictions. You can’t run paid ads on Google or Meta the way other CPG brands can. So everything has to be earned—community, partnerships, culture. The brands that win are the ones building relationships and real content, not just waiting for policy to change. ### One thing about how the cannabis industry is evolving that you’re excited about. International legalization and regulation. We’re in the early innings of a global market, and the opportunity to build brand equity now—in North America, the EU and Thailand—is significant. The brands that do the groundwork today will have a real first-mover advantage. ### Why you decided to co-create Sluggers Hit. There was a gap in the market for a cannabis brand rooted in culture—specifically the intersection of sports, streetwear and community. Baseball has this rich, blue-collar, working-class legacy that we felt deeply connected to. Sluggers was about honoring that and creating something aspirational. ### Your main strength as a marketer/creative. Storytelling through relationships. I think the best marketing comes from genuine community-building and knowing your audience well enough that they feel seen. That’s how we’ve built Sluggers. Not through ad spend, but through trust. ### What you’d be doing if you weren’t working in the cannabis industry. I’d go deep into food and travel content, exploring cuisines around the world and building a media brand around that. Either that or real-estate development. I’ve always been drawn to creating spaces and experiences, not just products. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:michael.kauffman@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Cannabis **Tags:** sluggers hit **Sections:** Community Voices, Lifestyle --- ### [FIFA, MLB, Mitchell & Ness and More Showed Up Big at Fanatics Fest 2026](https://musebyclios.com/sports/fifa-mlb-mitchell-ness-and-more-showed-up-big-at-fanatics-fest-2026/) **Published:** July 21, 2026 **Author:** Luz Corona **Content:** It’s a sports fan’s dream come true: favorite athletes, trading cards, exclusive merch, musical performances and (much) more. Fanatics Fest, which launched in 2024, has grown into an event that was projected to draw 200,000 attendees this year. To break through the noise, brands showed up big for the sports fan community. “Sometimes those moments—engaging with an individual fan, allowing them to meet their idol, hold the same bat that Shohei Ohtani uses—can create really wonderful content opportunities that they enjoy and want to be part of,” MLB SVP and group director of marketing Kelsey Philpott told Muse. Ultimately, such engagement, magnified by Fanatics Fest and other outreach, can “also then bring the experience to millions of people, and that’s where it comes full circle,” he says. Below, [check out a few of Muse’s favorite activations](https://www.instagram.com/p/DbDrjiEDjGP/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==) from the show held at NYC’s Jacob Javits Center last week. ### The Activation That Felt Like One Massive Party: FIFA ![](https://cdn.musebyclios.com/wp-content/uploads/2026/07/20191549/2286399105-1024x719.jpg)Fanatics Fest attendees were treated to memorable experiences during an unforgettable year of soccer. (Credit: Getty Images/Fanatics)Aside from preparing to host its own sports extravaganza taking place that weekend, the international governing body for the sport of football (aka soccer) took the time to show up big at Fanatics Fest. FIFA’s football block party served a four-day teaser for its grand FIFA World Cup 2026 finale and the upcoming FIFA Women’s World Cup 2027, while touting its legacy in the history of sports. The org’s massive footprint at the event included: - Its own pitch near the entrance where attendees, creators and athletes showed off their skills during Fanatics Games. - Limited-edition merch, including Pop Mart’s “Catch the Win” World Cup Labubu and Rolling Stones soccer jerseys. - A cozy gaming corner to promote its newly reimagined FIFA soccer simulation game [exclusively on Netflix](https://www.netflix.com/tudum/articles/fifa-mens-world-cup-2026-game-on-netflix). Attendees were also treated to a pre-match press conference where soccer star [Lionel Messi](https://musebyclios.com/sports/michelob-ultras-messi-tribute-is-like-the-man-himself-one-for-the-ages/) made an appearance, announced just hours before he arrived. The grand finale, of course, was the massive FIFA World Cup Final Watch Party. **Why we love it:** From the FIFA Museum to a storefront where fans could get items customized, attendees were treated to memorable experiences during an unforgettable year of soccer, further cementing its place in American culture. Safe to say soccer isn’t going anywhere when it comes to fandom in the U.S. **Related:** *[What It’s Like to Photograph the 2026 World Cup for Getty Images](https://musebyclios.com/sports/what-its-like-for-getty-images-to-photograph-the-2026-world-cup/)* ### The Activation That Had a Little Something for Everyone: Dick’s Sporting Goods ![Panel discussion on a stage at Fanatics Fest NYC, with large 'DICK'S' sign and screens showing 'ST. BROWN PODCAST'](https://cdn.musebyclios.com/wp-content/uploads/2026/07/20193338/2286433770-1024x683.jpg)(L-R) Dion Dawkins, Amon-Ra St. Brown, and Equanimeous St. Brown during the St. Brown Podcast at Fanatics Fest NYC at the Jacob Javits Center on July 16 in New York. (Photo by Bryan Bedder/Getty Images for Fanatics)The brand’s familiar “Bottle Green” area was the backdrop for meet-and-greets, a scorecard arcade, a kids’ zone, a clubhouse where fans could buy memorabilia, trade cards and experience sport culture and collectibles. Fanatics Games and live sports podcasts also took place near the retail brand’s “wall” of sneakers for sale. “The collector’s audience is a growing one for Dick’s Sporting Goods,” Molly Stroup, director of global brand, told Muse. “They’re very loyal and into their fandom. We have the product that they need to fuel their fandom and access to talent, which also fuels their fandom. They’re a very energetic audience and we’re excited to help support their fan journey.” **Why we love it:** The retail brand’s hard work to fill 15,000 square feet paid off as attendees enjoyed an activation that had something for everyone. (For reference, the average NYC apartment size is 591 square feet.) But it also rewarded loyal customers through the “Scorecard Plus Fast Track” where Scorecard Plus members could jump the line and be the first for complimentary meet and greets. ### The Activation Designed For The Next Generation of Legends: Powerade **> [View this post on Instagram](https://www.instagram.com/reel/Da-acU9Rr8v/?utm_source=ig_embed&utm_campaign=loading)[A post shared by Jennifer Munoz (@jenjmunozz)](https://www.instagram.com/reel/Da-acU9Rr8v/?utm_source=ig_embed&utm_campaign=loading)** Naturally, it was an easy assist for the sports drink brand to bring to life its [“House of Legends”](https://www.instagram.com/p/DafrecPDBxI/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==) digital platform, featuring Lamine Yamal, created for the World Cup. Leah Macko, Powerade’s VP of brand marketing, spotlighted the heavy presence of Powerade in the global soccer tourney. “We’re the official sports drink of the FIFA World Cup. You’ll see all of our branded sideline equipment. All the players are drinking out of the Powerade sport bottles during their hydration breaks. We’re trying to put a stake in the ground, \[so\] when people think of soccer and a sports drink, Powerade is the first one there.” Attendees could win grand prizes based on soccer goals scored, along with custom Lamine Yamal Powerade squeeze bottles. The booth included a “chill-out lounge” designed for attendees to unwind and sample flavors amid the busy event environment. **Why we love it:** Visually, the booth stopped attendees in their tracks or at the very least warranted a double-take. Decked out in its iconic vibrant turquoise blue that resembles Powerade’s classic blue flavor, the activation was another solid brand effort in meeting the next generation of athletes where they were while bringing its participation in the World Cup full circle. ### The Activation That Understood the Assignment: Mitchell & Ness ![Convention-style hat shop booth with shelves of baseball caps and bold 'Mitchell & Ness' signage overhead, checkered floor visible.](https://cdn.musebyclios.com/wp-content/uploads/2026/07/20204421/2286402853-1024x683.jpg)The Mitchell & Ness “NYC bodega” featured branded grocery items and exclusive merch drops. (Credit: Rob Kim/Getty Images for Fanatics)When your brand’s narrative is based on selling authentic sports apparel, you have to walk the walk at major cultural events. Ray Wadas of the Mitchell & Ness events and partnerships team explained the retail brand’s approach to event activations. “We like to take a little piece of the city with us. So, we took a Mitchell & Ness bodega and tried to make it as authentic to New York as possible.” The “bodega” included branded soda cans, grocery items and exclusive sports apparel, including its collab with Jay-Z for the rapper’s landmark anniversary celebration of his *Reasonable Doubt* and *Blueprint* albums, recently commemorated at Yankee Stadium. Giveaways included exclusive sticker packs for Fanatics Fest attendees only, custom bedazzled jewelry on the jerseys, custom GLD jewelry and exclusive drops like [the Stephon Marbury #3 Hardwood Classics jersey reimagined](https://www.instagram.com/p/Dak_nlYm8Tl/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==) as a wearable masterpiece by artist Jon Stan. **Why we love it:** First off, we New Yorkers love a good bodega. But it was the attention to detail here that really satisfied a marketer’s appetite. Aside from the branded grocery items, the M&N activation included other nods to NYC staples like a bird (ie., pigeon) bath and chess tables. It leaned into Fanatics Fest attendee’s hierarchy of needs: exclusive drops, meaningful moments and impressive booth production. Consider us fans. ### The Activation That Turned Fans Into Pros: MLB ![](https://cdn.musebyclios.com/wp-content/uploads/2026/07/20205030/2286402760-1024x682.jpg)Dellin Betances throws a pitch during Fanatics Fest NYC 2026. (Photo by Rob Kim/Getty Images for Fanatics)Baseball is something else…and MLB proved it. “’Baseball is Something Else’ is meant to describe how baseball is both unexpected and expected,” explained Kelsey Philpott, Major League Baseball’s SVP and group director of marketing. “From an expected perspective, it is all the things you would imagine: rich history and tradition and norms and etiquette…The unexpected side of it—there’s more personality, culture and flavor in the game than there ever has been. And we’re wanting to showcase at all moments throughout the year why baseball is something else.” MLB brought its aforementioned platform to life through various “on-field” and “off-field” elements including tech-enabled baseball experiences, exclusive merch drops, photo opps and a live stage. A Pitching Cage was set up where fans could test ABS technology (presented by T-Mobile) to challenge umpire calls, in addition to HitTrax Batting—the same used by all 30 MLB clubs—to measure exit velocity and swing trajectory. **Why we love it:** We are never going to be professional baseball players. But, as attendees, we got a real taste of the big-time game. MLB used Fanatics Fest as a way to bring fans old and new closer to the game through tech and meaningful moments. ### The Activation That Successfully Leaned Into the Moment: MLS ![](https://cdn.musebyclios.com/wp-content/uploads/2026/07/20210434/2286678250-1024x683.jpg)(Photo by Bryan Bedder/Getty Images for Fanatics)[Major League Soccer has been pretty busy](https://www.youtube.com/watch?v=rs5O-I3NtVc). Its newly launched brand campaign, “Thanks World, We’ll Take It From Here,” made its debut last week to let soccer fans know they will pick up right where FIFA left off in terms of filling soccer cravings. A “match day” retail shop featured exclusive Fanatics Fest-only merchandise, jerseys and live customization services. Interactive activities included a “Keepy Uppy” juggling competition and a live mural painting by an artist. On-site memorabilia spotlighted a “match-worn shirts” wall featuring jerseys from players such as Tim Ream and Diego Luna. “The main goal for Fanatics Fest again is representing your brand really well. Fanatics is unique in the sense that you can meet your favorite player, you can go home with a goodie bag of free giveaways,” said Peter Schusser, a member of the MLS marketing team. “Honing in on that, \[we are\] making sure our players are comfortable, happy and that they really engage with the fans and build up their stardom, especially those coming out of the U.S. national soccer team and other international teams.” **Why we love it:** MLS created a space (and campaign) that lets soccer fans know the league is ready to meet their needs after a whole summer of international soccer action. Soccer jerseys are “the moment” right now so the league was wise to lean into the merch play. Plus, upon entering, attendees were greeted with a stunning vision of the Philip F. Anschutz Trophy, the MLS Cup championship trophy. Soccer fans are guaranteed to have a lot to look forward to in the 2026-27 season. ### The Activation That Triggered an Adrenaline Rush: Polaris ![](https://cdn.musebyclios.com/wp-content/uploads/2026/07/20215947/IMG_6447-1024x683.jpg)The Polaris immersive fan experience was developed in partnership with Activision and *Call of Duty*. (Credit: Polaris)The Polaris activation at Fanatics Fest, titled “Path to Victory,” gifted attendees with a hands-on off-road experience. It was developed in partnership with Call of Duty, designed to bring the virtual gaming experience into the real world, by transforming an outdoor lot in the heart of Manhattan into an off-road track. **Why we love it:** Muse was lucky enough to get a behind-the-scenes look at the impressive set up, along with rides, so more to come there. But we’d be remiss to not give a shout to COD’s off-road vehicle partner. Not everyone can lug 200 tons of dirt into NYC to bring one of the most popular video games to life. ### The Activation Taking the Sports World By Storm: Fanatics ![](https://cdn.musebyclios.com/wp-content/uploads/2026/07/20220631/2286553077-1024x683.jpg)This year, 200,000 sports fans attended the event, along with 500+ athletes and celebs. (Getty Images/Fanatics)Fanatics Fest may have just turned three this year, but it has quickly turned into the biggest annual sports celebration in the U.S. According to [Huddle Up](https://huddleup.substack.com/p/inside-michael-rubins-90-million), Fanatics Fest drew 70,000 people and 300+ athletes and celebs to its inaugural event in 2024. This year, 200,000 sports fans attended the event, along with 500+ athletes and celebs. Only about $15 million of total event revenue will come from ticket sales—the remaining $70 million funnels in through sponsor and brand activations, autograph and photo op fees paid directly to Fanatics Events, on-site merch sales through Fanatics retail, and VIP and premium ticket packages. But this isn’t about revenue. The event has responded to the needs of attendees and athletes alike. New this year was the Walk of Fame. Athletes, now reaching the height of fame that used to be reserved for Hollywood stars and recording artists, were able to safely interact with fans while staying within the confines of the Walk of Fame that stretched throughout the heart of the main floor. On-site initiatives like Fanatics Games brought together elite athletes, celebrities, creators and a select group of fans to compete across eight sports challenges scattered throughout brand activations on the main floor. Also new this year was Artist Alley. Adjacent to the autograph area, Artist Alley featured different artists who could customize signed memorabilia on-site (think a signed Karl-Anthony Towns jersey [reimagined as a vibrant mural](https://www.instagram.com/p/Da66BX-Fnf-/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==)). **Why we love it:** This one is a given, but the massive global digital sports platform that has more than doubled its attendee count in three short years deserves its flowers…and all the trophies. **Related:** *[How Polaris Lugged 200 Tons of Dirt Into NYC for IRL ‘Call of Duty’](https://musebyclios.com/gaming/how-polaris-lugged-200-tons-of-dirt-into-nyc-for-irl-call-of-duty/)* ![author avatar](https://secure.gravatar.com/avatar/6b6bfb2f77a71b59d600c283859735f5d62b2631c0b7c29a530b306cb0abde04?s=300&d=mm&r=g) Luz Corona [See Full Bio](https://musebyclios.com/author/luzcorona/) [ ](https://musebyclios.com/author/luzcorona/) **Categories:** Sports **Tags:** Fanatics **Sections:** Entertainment, Trending --- ### [Women’s Professional Baseball League Names First 4 Teams After Trailblazers](https://musebyclios.com/sports/prepping-womens-pro-baseball-for-splashy-return-with-vibrant-team-identities/) **Published:** July 21, 2026 **Author:** David Gianatasio **Content:** Slide over, Yankees and Red Sox. There’s a new NYC vs. Boston baseball rivalry launching next month that puts a fresh spin on America’s pastime. Cue the Women’s Professional Baseball League, which starts its inaugural season on Aug. 1 with these four teams: - The New York Heights: Named after civil rights icon Dorothy Irene Height. - San Francisco Firebells: Named for the city’s first female firefighter, Lillie Hitchcock Coit, aka “Firebelle Lil.” - Boston Hunters: Named after physician and women’s rights activist Harriot K. Hunt. - Los Angeles Queens: Named for baseball pioneer Lizzie Murphy, known as the “Queen of the Diamond” and the first woman to compete against Major League players. This marks the first notable women’s pro startup in North America since at least 1954. When the WPBL approached Toronto agency Arrivals + Departures to develop logos, uniforms and each team’s visual identity, “They weren’t interested in creating just another set of sports brands, but rather a league that stands for something bigger,” CCO Jeff MacEachern tells Muse. “We asked ourselves: What if the team names could tell these powerful stories?” By aligning each franchise with the legacy of a trailblazing woman, “We moved beyond generic sports tropes. It gave each team an authentic narrative and the league a deeper cultural meaning from day one,” MacEachern says. “More importantly, it creates an emotional bridge between today’s communities and players and the pioneers who paved the way, ensuring those stories continue to inspire future generations.” WPBL imagery and merch are designed to please sports fans old and new. “When people see the brand, we want them to feel the energy of a classic in the making and think, ‘This league belongs on the big stage.’ Ultimately, we want that pride and excitement to turn into engagement, whether that’s tuning into games, repping the merch or becoming lifelong fans,” he says. ![Close-up of hands sewing a patch onto a green athletic jersey on a light blue work surface, with a measuring template nearby.](https://cdn.musebyclios.com/wp-content/uploads/2026/07/20173203/WBB-4.jpeg)Across the visual ID and uniforms, “the vibe is modern heritage—bold, confident and rooted in the history of the game, while designed for a new generation of players and fans,” MacEachern says. “We designed a brand system anchored by confident typography, high-impact colorways and bespoke design details that feel built to scale—whether scaled up on a stadium Jumbotron or down on a phone screen.” High-contrast aesthetics and streetwear vibes are the order of the day. They feel classic but contemporary, timeless but far from old-fashioned. Hopefully, fans will wear the styles around town and integrate the caps and jerseys into their wardrobe mix, helping the league gain a foothold in the culture, he says. ![Close-up of a dark navy cap with white embroidered 'N Y' and a circular skyline/basketball design symbolizing New York.](https://cdn.musebyclios.com/wp-content/uploads/2026/07/20173158/WBB-hat.jpeg)**CREDITS** Client: Women’s Pro Baseball League (WPBL) Agency: Arrivals + Departures Chief Creative Officer: Jeff MacEachern Creative Director: Jeff Collins Designer: Stephen Tasker Designer: Kimberley Pereira Designer: Ashley O’Driscoll Illustrator: Geoff Mack President, Partner: Mike Bevacqua Chief Strategy Officer: Dustin Rideout Group Account Director: Alli Zakoor Account Coordinator: Alessia Price Agency Producer: Claire McRae WPBL Chief Marketing Officer: Kelly Gianopoulos WPBL Strategy & Operation: Jeremy Berman WPBL Project Coordinator: Paige Thompson ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Sports **Tags:** arrivals + departures, wPBL **Sections:** Entertainment, Trending --- ### [Can DoorDash Help You Escape Your Gnarly Roommate and His Stinky Pets?](https://musebyclios.com/advertising/roommate-woes-maybe-doordash-can-help-you-afford-a-new-place/) **Published:** July 20, 2026 **Author:** David Gianatasio **Content:** Your hygienically challenged roommate just lost his freaky ferret somewhere in the apartment you share. Now, you could spend the next 5 minutes searching for the creepy critter beneath your bed or in the sock drawer. Or, you could sign up with DoorDash for a delivery gig to help you earn enough extra cash to move. The choice is yours. Just remember: Those weaselly rascals sport razor-sharp teeth and claws—and they’re not toilet trained. (The same might be true for the roommate, actually.) Developed by Quality Meats with Furlined director [Paco Cruz](https://www.instagram.com/majorpaco/), the approach—which expands on previous recruitment efforts—delivers some smiles and feels real enough to move the needle. The point, of course, is that DD’s flexibility can pay off in the near term. It’s a relatable, to-the-point assessment of why some folks become Dashers. We get no overreach or outsized promises. Just the possibility for self improvement in a cash-strapped world where gig work, though imperfect, might prove invaluable. “This campaign has always worked because it understands that flexibility isn’t some abstract idea,” says DD creative lead Yusong Zhang. “It’s incredibly personal. It’s getting your own apartment. It’s supporting your family. It’s having a little more breathing room in your schedule and finances. The work captures those moments in a way that feels human and honest.” The spots will run across streaming, OLV and social through year’s end. Here, the Quality Meats team fields our queries about the adverts… ### What drove the creative approach? Jamie Stark, GCD: We needed a strong and breakthrough reason for a Dasher to need to earn cash fast so we mined a lot of our own personal lived experiences. We found a lot of inspo from college roommate living experiences, specifically a college roommate that had a pet chinchilla. ### Those ferrets look kinda mangy. Clarissa Dale, CD: We all have had a relatable experience where a roomie has had some sort of annoying pet or trait. We intentionally chose a ferret to give a bit of a visceral “ick” factor to the character and a bigger reason why our Dasher needed to get out of that living situation immediately. ### You seem to be aiming for as broad an audience of potential Dashers as possible. Clarissa Dale: “Roommate” targets Gen Z or millennial audiences who might be looking to earn extra cash for whatever reason. “You Time” and others speak directly to millennial parents who might benefit from the flexibility that dashing can give you in between a busy schedule. ### Talk about the shoots. Jamie Stark: We really appreciate Paco’s attention to detail and the amount of care and intention that he puts into his movies. It makes a big difference. We work closely with Paco on set and often sit next to him in the director’s chair so that we can dial in the performance. We are BFFs now. ### Let’s end with the ferrets. They seem nice, I guess. Jamie Stark: There were two ferrets on set that we needed to switch in and out in between takes and they smelled like pee. The actor in the “Roommate” spot had little bits of cat food positioned on his hoodie by the animal trainers so the ferrets would stay there when he was filming. He was a total champ about it and stayed very chilled even though he had ferrets licking cat food off his shoulder all day. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** DoorDash, Quality Meats **Sections:** Entertainment, Trending --- ### [How Design Studio Manual Crafted a Visual Identity for the Obama Presidential Center](https://musebyclios.com/design/how-design-studio-manual-crafted-a-visual-identity-for-the-obama-presidential-center/) **Published:** July 20, 2026 **Author:** Christine Champagne **Content:** One of [Manual](https://manual.studio/ "Manual")‘s biggest commissions ever came to life with the June opening of the [Obama Presidential Center](https://www.obama.org/visit/ "Obama Presidential Center"). Collaborating with the Obama Foundation, Manual oversaw the creation of the visual identity for the Center, which is seen in everything from physical and digital signage to printed guides and merch. “The challenge was to honor the weight of the Obama name without making the system feel overly formal, static or institutional,” says Manual founder and creative director Tom Crabtree. “It had to feel presidential but not frozen in presidential history.” ![](https://cdn.musebyclios.com/wp-content/uploads/2026/07/19165822/OPC_Lobby-detail%C2%A9Manual-1024x683.jpg)Located in Chicago’s Jackson Park neighborhood, the 19-acre community-oriented Center is home to a museum, a branch of the Chicago Public Library, an athletic center, community gardens and green spaces for the public to enjoy. Given its scope, the design needed to feel welcoming and inclusive while helping visitors find their way with ease. Supporting the venue’s architecture and programming was also a must. Manual strove to create moments of storytelling and delight to leave visitors with a clear and lasting impression. Here, Crabtree and Manual managing director/co-owner Patricia Callaway delve into the process behind this ambitious project: **MUSE: I understand a LinkedIn message led to you working with the Obama Foundation.** **Tom Crabtree:** It’s pretty rare that a direct message on LinkedIn leads to anything meaningful. But in this case, it was the best business DM I’ve ever received. The Obama Foundation had hired its first chief creative officer, Hashem Bajwa, in 2023. He was familiar with Manual’s work and also knew of me because we had both worked at Apple, though we had never met. I responded within minutes. We quickly moved the conversation to email, then to a video call, and things moved from there. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/07/19172205/OPC_rising-sun%C2%A9Manual-768x1024.jpg)**Why was this a creative opportunity you wanted to take on?** **Tom Crabtree:** Patricia and I both have enormous respect for President Barack Obama and First Lady Michelle Obama and for what they represent. But beyond that, this felt like a deeply meaningful commission. I moved from the U.K. to the U.S. 20 years ago, and America has given me so many opportunities. To contribute, even in a small way, to a place that celebrates democracy, diversity, community and who we can be at our best felt like a real honor. **Patricia Callaway:** More than anything, we were inspired by what the Obama Foundation is doing. It is a difficult time in the U.S. and in the world more broadly. It can be easy to feel pessimistic or powerless. But the Foundation is built around the opposite idea: that people have agency, that change is possible and that communities can come together to make things better. **Tom Crabtree:** It felt like an amazing opportunity to help define the next era of the Obama story and how the organization would connect with the local community and the broader public. From our earliest conversations with their team, it was clear there was a real appetite for good design, which was already evident in the architecture of the Center. So, the opportunity to help connect their mission to the world through visual communications and physical experience felt like the opportunity of a lifetime. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/07/19165912/OPC_Selma-panel%C2%A9Manual-1024x711.jpg)**What did you need to learn to move forward to create design concepts?** **Patricia Callaway:** The research phase for the brand identity was thorough but fast. We needed to get smart quickly: understanding the Foundation’s programs, initiatives, audiences, mission and values and how all of those things connected. Our work was also running in parallel with a strategy and messaging phase led by [Myself and Others](https://www.myselfandothers.com/ "Myself and Others"). Their work provided a strong strategic foundation for our brand identity work. There was also a lot of in-person research in Chicago: attending the annual Democracy Forum event, meeting with Obama Foundation leadership, spending time with the communications team and understanding all the ways the identity would need to work across digital and physical contexts. The key thing was understanding the breadth and evolution of the organization. This was not just a museum identity, or just a nonprofit identity, or a signage project. It had to support leadership programs, community engagement, digital content, public programming, the website, the museum experience, maps, ticketing, signage and the wider Presidential Center campus. **Tom Crabtree:** For the second phase, the signage and wayfinding program at the Presidential Center, the research became much more architectural and operational. We reviewed building plans, campus plans, visitor flows, donor recognition needs, exhibition plans and how people would move through the 19-acre site. I also undertook a signage research trip, visiting museums and civic institutions in New York, Chicago, Washington, D.C., and London to study how other systems worked with architecture, visitor experience and public space. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/07/19170000/OPC_Nature-nurtures%C2%A9Manual-768x1024.jpg)**And what was the creative process like?** **Tom Crabtree:** In the early phase, the process was refreshingly fast and creative. Hashem encouraged the Foundation to work in a more agile way, more like a startup than a slow-moving institution. So, we were able to get into the creative work remarkably quickly. We also built trust early by authoring a creative brief that outlined the qualities we saw in the Foundation and the possibilities we saw at the Center. We translated those ideas into creative principles, with visual stimulus to help make the ambition tangible. The Foundation felt that we understand them, and there was clearly a lot of appetite and pent-up demand for a more modern, expressive brand. They put a lot of trust in us to show them what could be. We moved through a series of design sprints and weekly shares with Hashem and the core client team. Once we had two strong design directions, we brought in key leadership and met with various program leads. Once there was leadership buy-in, the work was shared with President Obama, who enthusiastically endorsed it. From there, we went into execution mode, building out a comprehensive digital brand standards portal that would serve as the basis for the redesign of Obama.org, which was handled by [Work & Co](https://www.work.co/ "Work & Co"). **Patricia Callaway:** The second phase—the two-year signage and wayfinding program—was a very different kind of process. It was slower, more complex, and more iterative, which makes sense. We were designing permanent signage for a major public institution, across a large campus, with many different needs and stakeholders. A lot of the work was about patience and precision: making decisions that would hold up architecturally, operationally and experientially. There were many voices in the room, as you would expect, so moving the world forward required a lot of listening, testing, revising and steady decision-making. It wasn’t always easy. But given the scale and importance of the project, we were pleased with how the process unfolded. At the end of the day, it comes down to trust. You need a client and design team who can push and pull each other but always in the service of making the work better. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/07/19170044/OPC_Exhibit-buttons%C2%A9Manual-1024x683.jpg)**How would you describe the visual system you ultimately designed?** **Tom Crabtree:** It builds from the recognizable elements of the Obama visual language but expands them into something with much more range. It can be calm and clear when it needs to help people navigate and more expressive when it needs to support programs, campaigns, events and storytelling. Typography is a big part of that. Gotham Medium gives the system a calm, clear, timeless voice. Gotham Bold Condensed gives it a more direct call-to-action voice. And the custom Gotham Condensed display typefaces we developed give the Foundation a wider range of expression. The goal was not to create a fixed, monolithic identity. It was a to create a living system: cohesive enough to feel unmistakably connected but flexible enough to reflect the many programs, voices, stories and communities that make up the Obama Foundation. ![author avatar](https://secure.gravatar.com/avatar/bca57dd4723116a5018776272ebed389875689a3404acf351677240c4d746cec?s=300&d=mm&r=g) Christine Champagne [See Full Bio](https://musebyclios.com/author/christine-champagne/) [ ](https://musebyclios.com/author/christine-champagne/) **Categories:** Design **Tags:** manual **Sections:** Trending --- ### [Hang the DJ Founders on Music's Power to Unlock Memories and Emotions](https://musebyclios.com/music/hang-the-dj-founders-on-musics-power-to-unlock-memories-and-emotions/) **Published:** July 21, 2026 **Author:** Shahnaz Mahmud **Content:** [Hang the DJ](http://HANG%20THE%20DJ%20Instagram%20account) celebrates its 10th anniversary today. The sync community “DJ night” was launched “as a low-stakes way to build community in NYC with sync colleagues by creating an outlet for folks to share music they’re passionate about.” The event was founded by [Charlie Davis and Francis Garcia](https://www.instagram.com/p/DJ1nQUjpVZE/). [Charlie](https://www.mondo.nyc/speakers-2022/charlie-davis) is a Brooklyn-based musician and DJ who’s worked in the industry since 2006. He’s currently SVP, sync services & partnerships at BMG. [Francis ](https://www.instagram.com/francisgarciabklyn/)serves as the CCO of Academy Fight Songs, a Brooklyn music house and recording studio partnered with Rough Trade Publishing to compose songs and soundscapes for brands and content. Over the years, HTDJ has hosted over 100 guest DJs from the music supervision/licensing world and has staged events with [Mondo.NYC](http://mondo.nyc/), New York Music Month, the Guild of Music Supervisors and the Association of Music Producers. Muse chatted with Charlie and Francis to learn more about what inspires them and gauge some recent trends. ### Was there an “a-ha” moment in your life that made you realize what you wanted to do? Francis Garcia: As far as working in sync goes, not specifically. I followed my instincts and pursued my creative passions, and that trajectory naturally led me down the path. ### What would you tell your younger self if they could see you now? Charlie Davis: Everyone’s making it up as they go along and there’s never a perfect time to do anything. Whatever it is, figure it out in your own way and get started. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/07/21082334/HTDJ-F.jpeg)### What’s one tool that changed how you work? Charlie Davis: Personally a big fan of [Google Keep](https://en.wikipedia.org/wiki/Google_Keep) for all my little to-do’s. Francis Garcia: I’m a studio rat, so [Barefoot Audio’s Monitor Emulation](https://barefootsound.com/technology/) is great. As much as I love hardware, it’s cool when you don’t have access to multiple monitors and need to cross-check mixes. ### What’s a source of inspiration you return to constantly? Charlie Davis: At 16 years old, I played in a band with a bunch of older musicians who would play this cassette tape of [Miles Davis’](https://en.wikipedia.org/wiki/Miles_Davis) [*In a Silent Way*](https://www.youtube.com/watch?v=YHesqaMhh34) on the way back from gigs. I still go back to it whenever I need a mental reset. Francis Garcia: ’80s skateboarding videos! ### What’s a newsletter, creator or account everyone should follow? Francis Garcia: [@HANGTHEDJPARTY](https://www.instagram.com/hangthedjparty/), of course! Also, [@lethalshooter](https://www.instagram.com/lethalshooter/?hl=en). ### Can you share your favorite music memory? Charlie Davis: One time in Japan, a street busker let me jump behind his drum kit. I started playing and a bunch of young guys in business attire came out of their offices and started breakdancing. Francis Garcia: I have fond memories of my former bands sharing the stage with [Green Day](https://en.wikipedia.org/wiki/Green_Day), [Jimmy Eat World](https://en.wikipedia.org/wiki/Jimmy_Eat_World), [Fugazi](https://en.wikipedia.org/wiki/Fugazi) and other incredible bands. ### What’s one of your favorite projects you’ve ever worked on. Francis Garcia: Most recently, I was stoked to sync an obscure Austin band, [Sailor Poon](https://sailor-poon.bandcamp.com/music), in [Nike’s](https://en.wikipedia.org/wiki/Nike,_Inc.) “Rip the Script” [World Cup](https://www.fifa.com/en/tournaments/mens/worldcup/canadamexicousa2026) ad. Play ### What can music do that nothing else can? Charlie Davis: It gives you the ability to express emotions and memories instantaneously. Music still kind of rules. Francis Garcia: It’s a cliché, but what else can gut punch you without inducing acute injury? ### You’ve got 2 minutes with the industry… What’s your hot take? Charlie Davis: Brands and agencies, create more music focused roles and hire more music people. With all the new tech on the horizon, personal taste/curation is the most important it’s ever been. ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** Music **Tags:** Hang The DJ, HTDJ **Sections:** Community Voices, Entertainment --- ### [Xfinity Classes Up Frankenstein's Monster](https://musebyclios.com/advertising/xfinity-classes-up-frankensteins-monster/) **Published:** September 29, 2025 **Author:** David Gianatasio **Content:** Can binging Comcast and NBCUniversal content turn a gruesome, growling Frankenstein’s monster into a cultured, erudite dude who’s all about entertaining friends and preparing fine cuisine? Just call him Frank from now on. And please, pass the wine. Goodby Silverstein & Partners and Park Pictures director Lance Acord created this entertaining and Halloween-flavored Xfinity spot that drops today: “We shot in a studio outside Budapest,” agency co-chair Jeff Goodby tells Muse. “Lance built 99 percent of what you see in the film practically, with a few obvious exceptions like the animated spark of the Tesla coil.” The exteriors were filmed on location in Slovakia at Orava Castle, which appeared in the 1922 horror classic Nosferatu. “We worked closely with teams at NBCUniversal to make sure the set was true to both the 1931 classic Universal Monsters film and the new [Monsters Unchained](https://attractionsmagazine.com/steven-spielberg-dark-universe-epic-universe-universal-orlando/) attraction at Epic Universe in Orlando,” says Dustin Hayes, VP of the Xfinity brand at Comcast. “We used the same details of the lab in our set to film the spot. We also worked closely with the park’s makeup and prosthetics team to recreate the creature’s look—modernizing the monster for today’s world.” Each makeup application for actor Nick Delvalle took four hours to complete, and the results are impressive. “The idea was that the monster’s evolution to becoming human needed to be slow and subtle, so we wanted the actor to go from stiff, monster-like challenges with fine motor skills to the human fluidity in his movements you see at the end of the spot,” says Goodby. “That posed an interesting question—how would his speech evolve? Because he only has a couple lines—one at the beginning where he can’t say ‘boy’ and the decidedly articulate ‘bangs’ line at the end—we eventually arrived at giving him a posh British accent for the finale. But that was only after a fair amount of discussion and experimentation while filming the dinner scene.” “The prosthetics limited his forehead movement, which meant the emotion had to come from the eyes and occasional smile,” he says. Delvalle’s performance anchors the story. The creature’s dawning humanity shines through, adding a suitably *human* touch that’s in keeping with Boris Karloff’s classic portrayal of the [Modern Prometheus](https://en.wikipedia.org/wiki/Frankenstein). From a business perspective, well, the compelling campaign represents a not-so-scary good use of famous IP. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Ad of the Week, Advertising **Tags:** Goodby Silverstein & Partners, Halloween, Xfinity **Sections:** Entertainment, Trending --- ### [LOVE's Meghan Labot: 'If You Don't Start Big, You Will End Small'](https://musebyclios.com/2-minutes-with/loves-meghan-labot-if-you-dont-start-big-you-will-end-small/) **Published:** July 20, 2026 **Author:** Shahnaz Mahmud **Content:** [Meghan](https://www.linkedin.com/in/meghanlabot/) is managing director at LOVE NYC, a creative agency that has worked with brands including Möet Hennessy, Penfolds Heineken, Sol, Wildmoor and Jim Beam. We spent two minutes with Meghan to learn more about her background, her creative inspirations and recent work she’s admired. Meghan, tell us … ### Where you grew up, and where you live now. I grew up in central Pennsylvania in a small town surrounded by farms. It was quite different from New York City, where I moved shortly after college. Today, I live in Glen Ridge, N.J. It’s also a small town, but close enough to the city that you can still enjoy the benefits of a big cultural center. And far enough away to have space for a garden. ### How you first realized you were creative. In 2nd grade I was given an assignment to draw a box around the nouns in the sentences. But I drew my boxes in three dimensions. My teacher and parents thought it was hilarious. I suppose I just wanted to make the task more interesting. And they did technically say “box,” not “square.” ### A moment from high school or college that changed your life. When I was trying to figure out what to study my freshman year of college, I discovered Art History and I loved it. It was fascinating to be able to understand the motivation and context behind a piece of visual expression. ### Your most important creative inspirations. Recently, I’ve been falling in love with [Manchester](https://en.wikipedia.org/wiki/Manchester). It’s a place built on grit, culture and independence. You can feel that spirit in the agency’s work and culture. It reminds me a lot of New York in that way. ### One of your favorite creative projects you’ve ever worked on. The re-staging of [Molson Canadian](https://us.molsoncanadian.com/av?url=https://us.molsoncanadian.com/) at the [2010 Vancouver Winter Olympics](https://en.wikipedia.org/wiki/2010_Winter_Olympics). In less than 12 months, I worked with a team that redefined the brand positioning and identity of the lager. We then extended the identity across a massive program that included packaging, advertising and activations at the Olympics. The highlight was Molson Canadian Hockey House, an event venue in Vancouver that brought the brand to life. It quickly became the best place to watch the games if you didn’t have a ticket. It was a cross-functional effort that touched upon every way a brand can come to life for consumers. ### A recent project you’re proud of. I am so proud of the [work ](https://www.lovecreative.com/work/back-to-nature-rebrand)LOVE has done with [Back to Nature ](https://www.backtonaturefoods.com/)in the last year. I worked on Back to Nature when it was owned by [Kraft ](https://en.wikipedia.org/wiki/Kraft_Foods)many years ago. At the time, the brand was trying to find its place in the mainstream, but it struggled to maintain its identity while remaining competitive. It is wonderful and incredibly rewarding to see Back to Nature now confident, distinctive and demanding attention. ### Someone else’s work that inspired you years ago. The MTV identity system of the ’80s was a big source of inspiration for me. I have always admired design systems that broke conventions and rules. [MTV ](https://www.creativebloq.com/design/logos-icons/the-mtv-logo-history-how-an-80s-icon-became-a-pop-culture-legend)in many ways was one of the first brands to sacrifice a bit of itself to become more embedded in culture. Very few brands can demonstrate that level of bravery, even today. MTV showed that brand consistency does not have to be a “set of matched luggage.” It can be dynamic and fluid. And when done correctly, it allows the brand to live in many different contexts. If not for MTV, we would not have the dynamic ecosystems of today, like [Coca-Cola](https://en.wikipedia.org/wiki/Coca-Cola), [LA28](https://tickets.la28.org/?utm_source=google&utm_medium=cpc&utm_campaign=agm-tktregd2&gad_source=1) and even what LOVE did with the [Haagen-Dazs](https://en.wikipedia.org/wiki/H%C3%A4agen-Dazs) packaging system. ### Someone else’s work you admired lately. The visual identity of the [Savannah College of Art and Design ](https://www.scad.edu), where my son is a freshman. The school is spread across Savannah and has left a visible, modern and complementary mark that doesn’t try to compete with the city’s historic character and roots. The design system is confident, diverse, dynamic and flexible, but clearly held together by a common ethos and the permission to be creative. ### Your main strength as a creative person. My role in the creative process is often connecting the dots between culture, behavior and the client challenge, then pushing the thinking bigger. I believe that if you don’t start big, you will inevitably end small, and I hope that my contributions give people the confidence they need to create. ### Your biggest weakness. Being naturally optimistic about big ideas. Sometimes the team needs to remind me about the realities of budgets and timelines. ### A mentor that helped you navigate the industry. I met my husband, [Rich Labot](https://www.linkedin.com/in/richlabot/details/experience/), at [Grey ](https://en.wikipedia.org/wiki/Grey_Global_Group)early on in both our careers, and he has been a constant presence, helping me navigate the industry ever since. My path has been anything but straight. Rich’s guidance has been important in keeping me on track. ### What you’d be doing if you weren’t in this industry. Running a small [Etsy](https://en.wikipedia.org/wiki/Etsy) shop selling customized party swag and spending the rest of my time in the garden or watching college football. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:daveg@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Advertising **Tags:** LOVE **Sections:** Community Voices --- ### [What a Minor League Baseball Stunt Says About Quiet Branding](https://musebyclios.com/musings/what-a-minor-league-baseball-stunt-says-about-quiet-branding/) **Published:** July 20, 2026 **Author:** David Gianatasio **Content:** The Louisville Bats, a Triple-A baseball team affiliated with the Cincinnati Reds, swooped into my feed not too long ago. [They were hosting a “Nothing Night.”](https://www.mlb.com/news/louisville-bats-nothing-night) No walk-up music. No sound effects. No sponsored announcements. No giant screen distractions fighting for your attention every 10 seconds. Just baseball in its purest form, which honestly feels a little rebellious in 2026. What struck me was not the promo itself, but the reaction to it. People genuinely loved the idea. The comments were full of relief, with people talking about how refreshing it sounded to sit in a stadium and simply watch a game without being constantly prompted, interrupted or sold to. I realized halfway through reading the comments that people were not even talking about baseball anymore. In a culture obsessed with grabbing attention at all costs, a minor league baseball team created buzz by removing stimulation instead of adding more of it. I haven’t stopped thinking about that promo. It feels deeply connected to what is happening in branding right now. We’ve spent a decade treating volume as a proxy for value. Louder colors, louder messaging, more motion. Social media accelerated that mindset because every brand suddenly found itself competing inside an endless stream of content engineered to hijack attention spans. You are no longer just taking on direct competitors. Now, you are vying with outrage clips, hyper-edited videos and a constant avalanche of people demanding immediate attention. What fascinates me is how audiences seem to be pushing back against that noise. The Louisville Bats promotion is a perfect example. On paper, it almost sounds too simple to work. You would think removing the extra stimulation would make the experience feel emptier or less exciting. But in a world addicted to overstimulation, calm suddenly feels novel again. Let’s clear up a misconception: Quiet branding isn’t a death sentence for personality. It isn’t about falling back on the copy-paste minimalism of 2010s DTC startups. It’s about intentional restraint. Think of the trend-resistant confidence in [Aesop’s social presence](https://www.instagram.com/aesop), or [Apple’s](https://www.apple.com/macbook-neo/) ability to say only what needs to be said through deceptively simple headlines paired with imagery that carries emotional weight. A brand that knows exactly what it is usually doesn’t need to scream. You can feel confidence in design the same way you can feel it in people. Someone demanding attention every second often appears insecure, while someone comfortable in themselves can hold a room without raising their voice. Audiences are craving that same energy from brands because digital culture has become emotionally exhausting. Every thumbnail seeks to shock. Every caption wants to feel urgent. Every platform rewards exaggeration. That is why the Louisville Bats promotion resonated with so many people. On paper, “Nothing Night” sounds almost ridiculous. In reality, it feels like a small cultural signal pointing toward something much bigger. People are craving experiences that let them breathe again. I do not think every brand should suddenly become whisper quiet, either. Some should be loud, strange, even a little chaotic, because that actually fits who they are and what they are trying to put into the world. There is nothing wrong with volume when it is honest. Personality still matters a lot here, maybe more than we give it credit for in these conversations. For years, digital culture rewarded jarring interruption. Now, audiences seem to be searching for a calmer experience instead. Part of that shift is a broader cultural move back toward the analog. As digital environments become increasingly frenzied, there is a growing appetite for slower and more contained experiences, things that feel deliberate rather than constant. Even products like the [Tin Can](https://tincan.kids/), a “landline” phone designed for kids, reflect the same instinct: connection that feels present and bounded rather than always on and full of distractions. For marketers and brand leaders, the implication is not just stylistic: It is strategic. The question becomes how to design for attention that sticks instead of attention that spikes and disappears. Marketers must asked themselves: - What part of this experience would still make sense if it was stripped of non-essential noise? - Where are we relying on interruption to carry meaning instead of clarity? - If someone encountered your brand every day for a year, would it become more trusted or more exhausting? Brands that can answer those questions with intention are more likely to build a presence that does not need to add volume to be noticed. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings **Tags:** staygold **Sections:** Community Voices, Entertainment --- ### [How American High's Jeremy Garelick Ups the Creative Ante](https://musebyclios.com/2-minutes-with/how-american-highs-jeremy-garelick-ups-the-creative-ante/) **Published:** July 13, 2026 **Author:** Shahnaz Mahmud **Content:** [Jeremy](https://en.wikipedia.org/wiki/Jeremy_Garelick) is a filmmaker, writer, producer and the founder of [American High](https://l.gourl.es/l/cf2d7b8b3ab8ccae14b89888b0965b55baaf27fb?u=8501931), a studio that operates out of a former school, creating youth-focused comedies. His credits include *The Break-Up*, *The Hangover*, *The Wedding Ringer* and *Murder Mystery 2*, plus an upcoming feature comedy, *Rolling Loud*. It stars Owen Wilson and Matt Rife and hits theaters in October. Jeremy began his career at CAA before working alongside director Joel Schumacher, which shaped his path as a filmmaker and entrepreneur. We spent two minutes with Jeremy to learn more about his background, his creative inspirations and recent work he’s admired. Jeremy, tell us … ### How did you first realize you were creative? On school bus rides. I became the host of different games—basically the MC of the bus—and I realized I could make people laugh. Then at camp, my friend Danny Pickin and I had to write a bunk song, and we wrote this ridiculous song that made everyone laugh. I still remember that feeling. It was incredible. Once you get that feeling of making a group of people laugh you just keep chasing it. ### Tell us about American High. We have helped build Central New York into an active production hub, pairing year-round film and content production with hands-on training opportunities for emerging filmmakers, writers and crew. The studio has built a strong track record with streamers, including a first-look output deal with Hulu that produced a slate of original coming-of-age comedies. We are now expanding its next chapter with [*Minimum Wage*](https://www.netflix.com/tudum/articles/minimum-wage-news-photos-cast-release-date), a 28-episode Netflix comedy adapted from American High’s short-form content. ### What is one of your favorite creative projects you’ve ever worked on? Working on [*The Hangover* ](https://en.wikipedia.org/wiki/The_Hangover)with [Todd Phillips](https://en.wikipedia.org/wiki/Todd_Phillips). We spent three or four days at his house brainstorming, and it was one of those rare, magical creative moments where every idea led to another one, and suddenly the whole movie started to reveal itself. Obviously, the movie went on to become a massive franchise, which is amazing. But what I remember most is the feeling in the room, when everything is clicking and you’re building something that feels alive. ### What is a recent project you’re proud of? I’m incredibly proud of *Minimum Wage*. It may be the most exciting thing I’ve ever been a part of. It’s our first official American High television show, and it came out of American High Digital, which started from nothing and built this huge following. From there, we found some of the funniest, most talented young creators I’ve ever worked with. Everyone jumped in—writing, directing, acting, producing. There was no permission slip. Nobody was telling us what we could or couldn’t do. We just made something together, and that freedom is why I’m so proud of it. ### Whose work have you admired lately? I’ve been rewatching a lot of older comedies with my kids, who are 16, 14, 14 and 10. I recently watched [*Old School*](https://en.wikipedia.org/wiki/Old_School_(2003_film)) and [*Step Brothers*](https://en.wikipedia.org/wiki/Step_Brothers_(film)) with my sons, and they loved it. Watching some of these older works has made me appreciate them in a totally new way. ### What is your main strength as a creative person? I really try to have no ego. If somebody has an idea that makes the work better or funnier, I want to hear it. I don’t care where it comes from—it can come from an actor, producer, intern, grip—anyone. I don’t always agree with every note, but I try to stay open, because sometimes I’m wrong. And when I’m wrong, that usually means the movie just got better. ### What is your biggest weakness as a creative person? My brain hears everything as an idea. Someone says something, and my brain immediately looks for the joke. Or the movie. Or the business. Or the invention. Or the new company. It’s a gift, but also a curse, because this business doesn’t just reward ideas. It rewards focus and follow-through. Sometimes by draft four of a script, I’ve already had 75 new ideas that feel more exciting. But the real work is staying with the thing long enough to make it great. ### What would you be doing if you weren’t in media? Running a tech company, doing stand-up comedy and trying to build something in cancer research technology. So basically, I’d still be trying to solve problems, make people laugh and probably take on way too many things at once. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:ashley.falls@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Film and TV **Tags:** American High **Sections:** Community Voices --- ### [Twix Doubles the Weirdness With Ventriloquist Dummies](https://musebyclios.com/eurovisions/twix-doubles-the-weirdness-with-ventriloquist-dummies/) **Published:** July 20, 2026 **Author:** David Gianatasio **Content:** Here are some notable European campaigns that broke in recent weeks, selected by Muse sibling [Ads of the World](http://adsoftheworld.com). ### Twix, ‘Double Act’ Agency: Adam&Eve\\TBWA This fun spot opens on a tight shot of a ventriloquist’s dummy performing a romantic song. As the camera pulls back, a second dummy is revealed, joining in to create an unexpected duet. The pair trade bars throughout the rap verse before harmonizing for the chorus, delivering a show-stopping performance complete with pyrotechnics and a soulful saxophone solo. Nothing odd here. [Read More](https://www.adsoftheworld.com/campaigns/double-act) Play ### Austria Tourism, ‘The World’s Friendliest Bike Bell’ Agency: Wien Nord Serviceplan Austria is launching a multi-tone bike bell designed to make streets around the world a little friendlier. The goal was to create new sounds inspired by cycling through Austria. Joyful laughter, clinking glasses and warm greetings—all of these are represented through sonic cues brimming with positive, memorable character. [Read More](https://www.adsoftheworld.com/campaigns/the-world-s-friendliest-bike-bell) Play ### Dacia, ‘Strike’ Agency: Publicis Conseil This film follows a passionate bowler as he delivers strike after strike. Alongside him, a Dacia Striker demonstrates the same confidence, precision and ease, adapting seamlessly to every situation. The film offers a simple yet compelling illustration of a vehicle whose versatility enables it to perform effortlessly, whatever the journey. [Read More](https://www.adsoftheworld.com/campaigns/strike-f5caaec3-0395-4fdf-bc65-d953c5aa71af) Play ### University of the Arts London, ‘Make a Life, Not Just a Living’ Agency: The Midnight Club At a time when the value of higher education, particularly creative education, is increasingly questioned, UAL addresses the gap between perception and reality. While creative degrees are often viewed as uncertain pathways, graduates of this program go on to launch businesses, shape culture, drive innovation and contribute to some of the world’s fastest growing industries. [Read More](https://www.adsoftheworld.com/campaigns/make-a-life-not-just-a-living) Play ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Eurovisions **Tags:** Austria Tourism, Dacia, Twix, University of the Arts London **Sections:** Entertainment, Trending --- ### [Album Covers That Push the Creative Envelope](https://musebyclios.com/art-of-the-album/album-covers-that-push-the-design-envelope/) **Published:** July 17, 2026 **Author:** David Gianatasio **Content:** Album covers have become one of the biggest creative influences in my life. Professionally, our studio, [*Frame48*](http://frame48.com), has had the opportunity to help create graphics for recording artists, which has given me a firsthand understanding of how much thought goes into defining an album’s visual identity. Outside of work, I also sing and produce in the band, [*templuv*](https://open.spotify.com/artist/7c4qQ1lik128TAf5e1ELbS?si=RYiO3REJSN241DhvhZOH_g). So I’ve experienced the relationship between music and design from both sides. I’ve come to believe that an album cover is entirely part of the music itself. Sometimes an image sparks the first idea for a song before a note has been played. Other times, it becomes the final piece that defines the music’s message. When the artwork misses the mark, the entire creative vision feels less complete. The six albums below have had the greatest impact on how I think about storytelling and branding. ### Bad Bunny, *DeBÍ TiRAR MáS FOToS* (2025) This is one of my favorite recent covers because of how honest it feels. There’s nothing flashy or overdesigned about it—just two empty plastic chairs sitting in a quiet Puerto Rican landscape. It perfectly mirrors the album’s themes of nostalgia, home, memory and the people and places that shape us. Bad Bunny described the album as a reminder to appreciate the people and moments while they’re still here. The artwork captures that beautifully. These are the plastic chairs you’ll find at family barbecues, birthdays, domino games and conversations that stretch late into the night. Their ordinariness is exactly the point. The cover quietly celebrates the everyday events, making it a perfect visual companion to an album built on nostalgia, gratitude, and home. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/07/17090314/DeBi_TiRAR_Mas_FOToS.jpeg)### Porter Robinson, *Nurture* (2021) After releasing *Worlds*, an album that redefined electronic music, one of my favorite artists, Porter Robinson, spent years battling creative burnout and the pressure to top what he’d already made. *Nurture* became his way back to reality. He embraced birdsong, piano, field recordings of nature and the beauty of ordinary life instead of creating another digital fantasy. I love this cover because it reflects that shift. Rather than something elaborate or surreal, it’s just Porter lying in a field, surrounded by nature. It quietly reinforces the album’s philosophy that beauty can be found in the real world, if you’re willing to slow down and notice it. Sometimes the strongest album art isn’t about transporting you somewhere else. It’s about helping you see and appreciate the world you’re already in a little differently. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/07/17090438/Nurture.jpeg)### The 1975, *A Brief Inquiry Into Online Relationships* (2018) This is one of my favorite examples of restraint in album art. Instead of filling the cover with images of phones or social media, it communicates the digital age through absence. Vast white space, tiny colored squares that resemble pixels and Swiss-inspired typography create a design that feels clean, almost clinical. My own text and graphic design is heavily influenced by this very direction. I love how the artwork mirrors the album itself. Beneath the minimal surface is an overwhelming amount of emotion, information and human connection. It’s a reminder that the internet isn’t really about technology—it’s about people. The cover leaves room to breathe, making it the perfect visual counterpart to an album exploring what relationships look like in a constantly connected world. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/07/17090609/ABrief_Inquiry_Into_Online_Relationships.jpeg)### Panic! at the Disco, *A Fever You Can’t Sweat Out* (2005) *A Fever You Can’t Sweat Out* is one of those album covers that immediately transports me back to my teenage years. The vintage circus aesthetic, theatrical costumes and scrapbook-style sepia-toned photography capture the dramatic, over-the-top world the music lives in. Many, myself included, would argue that it helped kick-start the visual identity of the emo scene. This record was hugely influential for me growing up. It helped define the early emo and theatrical pop-punk era that shaped so much of my artistic taste in music and graphic design. The cover feels like an invitation into that world. And for me, it’s impossible to separate the imagery from the impact the album had on a generation of artists and fans in the 2000s. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/07/17090740/AFever_You_Cant_Sweat_Out.jpeg)### templuv, *bleachers* (2022) This one’s a bit of a selfish pick—it’s the album art from my own project, *bleachers*, that unexpectedly took off for my band. Our friend, the incredibly talented cinematographer Nico Aguilar, had a few leftover rolls of 35mm film from *Euphoria* season two, so we used them to shoot the music video. We drove out during [California’s superbloom](https://en.wikipedia.org/wiki/Superbloom), expecting endless fields of flowers, only to find one tiny patch in the middle of an otherwise empty landscape. We spent the next hour shooting every frame we could around that little pocket of color. We considered cloning the flowers in post to make it feel grander, but ultimately decided against it. Keeping the scene exactly as we found it felt more honest and, in a way, made the image even more memorable. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/07/17090926/bleachers.jpeg)### Charli XCX, *Brat* (2025) Adding it as the last one on my list so I don’t get flamed. I love this cover because it became a cultural reset. Charli claimed a color, a typeface and an entire visual language that immediately became synonymous with *Brat*. Overnight, that unmistakable shade of green and its intentionally awkward, low-resolution typography became instantly recognizable across fashion, social media and design. She worked closely with creative director Imogene Strauss and designer Brent David Freaney to develop the visual identity. The green wasn’t chosen randomly; they nixed countless iterations searching for a hue that felt slightly unpleasant, something that would cut through a sea of polished pop artwork. Ultimately, it all feels effortless and low-fidelity. It’s the definition of “less is more,” making it the ideal counterpoint to the album’s maximalist hyperpop soundscapes. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/07/17091142/Brat.jpeg) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Art of the Album **Tags:** ALBUM ART **Sections:** Community Voices, Entertainment --- ### [This Quietly Stirring Message Spotlights Hope in the Fight Against Cancer](https://musebyclios.com/worldviews/this-quietly-stirring-message-spotlights-hope-in-the-fight-against-cancer/) **Published:** July 21, 2026 **Author:** David Gianatasio **Content:** Here are some notable campaigns that broke far and wide in recent weeks, curated by Muse sibling [Ads of the World](http://adsoftheworld.com). ### Cancer Council Victoria, ‘Hope Discovered Daily’ Agency: The Ministry of Lateral Thoughts This heartfelt film follows a young cancer survivor returning to school after treatment, using a single continuous shot to capture the significance of what appears to be an ordinary milestone. By focusing on a simple, relatable moment rather than the illness itself, the work celebrates the future that ongoing cancer research helps create for more people. [Read More](https://www.adsoftheworld.com/campaigns/hope-discovered-daily) Play ### Futuremind Institute, ‘Creating Futures’ Agency: Atlantis Built around the idea that knowledge can shape the future, this handcrafted film transforms book pages into imaginative worlds where characters, landscapes and dreams spring to life. Guided by an original song, the poetic journey celebrates education as a force that expands horizons, sparks imagination and empowers every child to create their own future. [Read More](https://www.adsoftheworld.com/campaigns/creating-futures) Play ### ARQ, ‘A Better Idea’ Agency: Turbo Financial advertising has a habit of making simple things sound complicated. Turbo’s latest effort for ARQ flips that convention on its head. Starring Bruna Marquezine and Diego Boneta, the films begin with the actors rejecting a script before taking over the production themselves. As the visuals become increasingly cinematic, the message gains clarity. Talking about money doesn’t have to be confusing. [Read More](https://www.adsoftheworld.com/campaigns/a-better-idea) Play ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Worldviews **Tags:** ARQ, Cancer Council Victoria, Futuremind **Sections:** Trending --- ### [Why Great Designers Need Less Design Inspiration](https://musebyclios.com/musings/why-great-designers-need-less-design-inspiration/) **Published:** July 17, 2026 **Author:** Luz Corona **Content:** When I was growing up, skateboarding changed how I saw the world. I was obsessed with skateboard graphics. My sketchbooks were full of drawings of my favorite images, logos and photos. But looking back, it wasn’t just the design that influenced me. It was the photos in *Thrasher* and *Transworld*, the music in skate videos, the clothes, stickers and personalities. It felt like more than a sport. It was a whole culture with its own way of seeing things. At the time, I didn’t realize I was doing more than figuring out what looked cool. I was developing my own taste. Photography taught me something similar. It wasn’t simply about learning to use a camera. It was about noticing things most people miss: how light hits a building, how a composition is balanced or the moment that makes an ordinary scene interesting. Once you start noticing such things, inspiration isn’t something you have to search for. You pick it up as you go. A song might shape a brand story. A conversation could spark a new idea. A photo might inspire a layout. A book, a city or even a great meal can change how you see things. The best creative ideas rarely come from one place. They emerge when different interests, experiences and perspectives come together. That feels more important now than ever. The internet has made creative knowledge available to everyone. We all have access to the same software, tutorials, creative references and AI tools. In this environment, simply being able to execute ideas isn’t enough to stand out anymore. Today, it’s judgment, more than skill or inspiration, that separates great creatives. That’s what taste is all about: knowing which ideas are worth bringing to life. It’s about recognizing which direction to follow and which one to ignore. It’s about realizing that something might look great but isn’t right for the objective, and appreciating that sometimes the simplest idea is actually the strongest one. This doesn’t mean we should stop studying great design. That’s how we learn the craft. But craft and perspective aren’t the same thing. You build your craft by studying design. You build perspective by living your life. I’ve made this a conscious part of how I approach creativity. I stopped filling my social feeds with only design inspiration. Instead, I started following music, photography, architecture, fashion, sports, culture and friends. I spend much of my week thinking about creativity, so I don’t need every free moment to be about design. These other interests aren’t separate from creative work. They make it richer. I was reminded of this just last week. Our company closed offices on both sides of the border for an extended Canada Day and Fourth of July break. I spent five days up north with my family. We cooked, caught up on books, had cannonball contests in the lake, and my wife and I went to see a band we’ve loved for years playing nearby. For five days, we didn’t talk about branding, advertising or design. The most creative thing we did was look for the prettiest rocks to bring home. ​When I returned to work, I didn’t have a new reference folder or mood board. What I had was something more valuable. Experiencing something different has made me feel more creative. That’s a lesson I’ve learned repeatedly. The more experiences you have, the bigger your creative vocabulary becomes. This isn’t about constantly chasing new experiences or collecting moments for the sake of it. It’s about staying curious, paying attention and remaining open to ideas from anywhere. Every book you read, conversation you have and interest outside your job quietly becomes something you’ll draw on later, often when you least expect it. In a world where everyone has the same inspiration, technology and tools, the real creative advantage belongs to those who see things differently, use good judgment and develop a point of view that no one else can copy. ![author avatar](https://secure.gravatar.com/avatar/6b6bfb2f77a71b59d600c283859735f5d62b2631c0b7c29a530b306cb0abde04?s=300&d=mm&r=g) Luz Corona [See Full Bio](https://musebyclios.com/author/luzcorona/) [ ](https://musebyclios.com/author/luzcorona/) **Categories:** Musings **Tags:** Design **Sections:** Community Voices --- ### [Back Market Tops the Week's Best Work. (We Swear on Our Mom's Life!)](https://musebyclios.com/advertising/back-market-tops-our-5-ads-of-the-week-we-swear-on-our-moms-life/) **Published:** July 16, 2026 **Author:** David Gianatasio **Content:** ### Bestie: Back Market Founder Swears on His Mother’s Life If the tech refurbisher reneges on its quality guarantee, the founder’s mom, Valerie, will forfeit all her worldly possessions. Even the cat and safety pins. Still, users face high hurdles if they try to collect. Cute, clever stuff from Mother London and director Harold Einstein. [Read More](https://musebyclios.com/advertising/back-market-founder-swears-on-his-mothers-life/) **And in no particular order…** ### Watch ‘Succession’ Star Nicholas Braun Reclaim His Time for Shinola The actor’s intense but not entirely serious performance is the highlight here. It’s date night, and he might just dump his wristwatch. Braun shared directing duties with Quba Tuakli of GentleForces. [Read More](https://musebyclios.com/film-tv/watch-succession-star-nicholas-braun-reclaim-his-time-for-shinola/) ### Škoda Transforms Tour de France Penis Graffiti to Promote Women’s Cycling Are those phalluses chalked onto the race route or ads celebrating the women’s Tour de France? Amazingly, they’re both, thanks to stencils from illustrators Celine Dormeau and Erin Anike. Created with AMV BBDO. [Read More](https://musebyclios.com/sports/skoda-transforms-tour-de-france-penis-graffiti-to-promote-womens-cycling/) ![Collage of street art and creative tasks: chalk mural on a road, a roller painting pavement, and someone sketching in a notebook.](https://cdn.musebyclios.com/wp-content/uploads/2026/07/15094549/TDF3.jpeg)### Kenan Thompson Directs Costumed Characters for Candy Brand Mike and Ike Silliness abounds in the SNL star’s commercial directing debut. Ad shop Curiosity helped with creative development. Actors Yoshi Barrigas and Abby Vatterott don’t look even the slightest bit strange in the candy suits. [Read More](https://musebyclios.com/advertising/kenan-thompson-directs-colorful-costumed-characters-for-candy-brand-mike-and-ike/) ### Liquid Death Sparkling Energy Drink Can’t Help You Fly If a character leaps off the roof at the start of a commercial, they better show up in a full body cast for a chicken-wing meal at the end. This campaign delivers. Ouch. [Read More](https://musebyclios.com/advertising/liquid-death-sparkling-energy-drink-cant-help-you-fly/) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** back market, Liquid Death, mike and ike, shinola, Škoda **Sections:** Trending --- ### [Purple Reign: Roku City Opens Its Gates for TV and Movie Send-Ups](https://musebyclios.com/film-tv/purple-reign-roku-city-opens-its-gates-to-parody-entertainment-tropes/) **Published:** July 16, 2026 **Author:** David Gianatasio **Content:** Sometimes, it’s not what you spoof, but how you spoof it. [Oddball takes](https://musebyclios.com/film-tv/in-satirical-movie-send-ups-tubi-vows-its-free-forever-and-ever/) on TV and movie tropes have flooded ad channels in recent years. The approach is a trope in and of itself. Still, Roku finds a way to make it work, using the brand’s familiar city screensaver as a portal to parodies that ripple with comic energy and visual flair. Dubbed “See You in Roku” and breaking today, the stylized work from Preacher, Untold Studios and director [Andreas Nilsson](https://biscuitfilmworks.com/us/commercial/andreas-nilsson/) rocks a distinctive vibe driven by quick cuts, cracking quips and canny use of the platform’s color palette and iconography. Sure, we’ve seen send-ups of crime shows, medical dramas, adventure fare and sci-fi potboilers before. But these adverts are a cut above, with plenty of offbeat attitude. They’re legitimately amusing and don’t oversell, spotlighting Roku as a source for diverse entertainment. Moreover, they cast the service as the setting—and by extension, a character—in each storyline. That conceit feels fresh and elevates the whole campaign. Here, the creators of “See You in Roku” walk Muse through the initiative: ### Why use Roku City as the focal point? Greg Hunter, ECD, Preacher: The screensaver isn’t just unique and ownable, it’s beloved. Online and across social, people analyze, speculate and dream about everything going on in the world they watch scroll by on their TV screens. This campaign embraces that behavior and doubles down on it, treating Roku less like a service to log into and more like a destination to travel to. ### And when they see inside the hospital, theater and other familiar landmarks, what’s their takeaway? Greg Hunter: Roku is the No.1 platform in North America by hours streamed, with a growing community of over 100 million households. In other words, they’re huge. And we wanted these millions of TV lovers to realize they’re not alone, but a part of something bigger. “See You in Roku” is as much a civic pride campaign (in the vein of [“Keep Austin Weird”](https://en.wikipedia.org/wiki/Keep_Austin_Weird) or [“I Amsterdam”](https://www.iamsterdam.com/en/tickets/i-amsterdam-city-card?sdim_gc=Cj0KCQjwguLSBhDLARIsAH-yPrETcCHG6hU2Q2DEpOV3qrVAjPQy4EDH2gWGeHOY-ZcIkrBxSmErarkaAm-rEALw_wcB&gad_source=1&gad_campaignid=20589742224&gbraid=0AAAAADRxZOH39EI1uzbGllTiOzhw79o8R&gclid=Cj0KCQjwguLSBhDLARIsAH-yPrETcCHG6hU2Q2DEpOV3qrVAjPQy4EDH2gWGeHOY-ZcIkrBxSmErarkaAm-rEALw_wcB)) as it is a tourism campaign. Roku is millions of people’s home away from home, inside their home. ### There’s a lot going on in the vignettes. For you, what stands out the most? Greg Hunter: There was no shortage of destinations inside the Roku City screensaver—each one providing a different TV or film trope to play with. Bringing these destinations to live-action life was an awe-inspiring undertaking. There was a shocking amount of actual sand brought onto the sound stage to create our desert island. There’s no way they got it all out of there. That place will have sand in its seams for decades to come. But no set build was more impressive than the full-scale pirate ship, hand-constructed, plank by plank, by an actual Viking shipbuilder. Finally, beyond the builds, the lighting setups were something to behold. Recreating Roku’s signature purple glow wasn’t easy. But seeing these scenes bathed in a mix of bright violets, rich plums and vivid fuchsia made each set feel truly surreal. ### Easter eggs abound. A *Survivor* legend pops up at one point. Do tell. Todd Witkemper, Roku senior director of brand and experience marketing: Without divulging anything specific, what I can say is that it’s great to hear that you’ve spotted a few because there was a lot of thought and intentionality behind Easter eggs from the outset. They are such a core part of what makes Roku City unique and delightful for our customers, as well as our focus on participating in pop culture to create a shared experience with viewers. There was no question that we needed to carry that through to the commercials. You’ll see that we’ve incorporated them into everything from props on set to VFX to the actors themselves. ### Any worry that TV send-ups have gotten too familiar? Greg Hunter: It’s a great point, and one we discussed. But that’s where Roku’s signature purple world worked in our favor. Even when the scene or subject matter felt somewhat familiar, the end result never looked like anything we’d seen before. The goal wasn’t to recreate these classic film and TV worlds, but to find Roku’s unique take on them. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Film and TV **Tags:** Preacher, Roku **Sections:** Entertainment, Trending --- ### [Liquid Death Sparkling Energy Drink Can't Help You Fly](https://musebyclios.com/advertising/liquid-death-sparkling-energy-drink-cant-help-you-fly/) **Published:** July 15, 2026 **Author:** David Gianatasio **Content:** We all know that Red Bull gives you wings. Today, we learned that Liquid Death Sparkling Energy Drink lets you fall flat on your face. That’s the gist of a summer push hyping an LD contest with DoorDash gift cards as prizes to help fans buy chicken wings (or whatever nosh they prefer). Here’s a :30—and look out below: “Energy drink brands position themselves as the beverage for extreme athletes,” LD VP of creative Andy Pearson tells Muse. “But since our easy-drinking Sparkling Energy has an un-extreme amount of caffeine and zero sugar, we can’t claim it will actually help you fly. But we can buy people chicken wings at least.” Pearson directed the advert, leading LD’s in-house team. Now, most brands would shy away from showing a human fall from a roof, even in funny (clearly faux) fashion. LD, however, had no such qualms, which gives the message some extra edge. “Initially, I thought this was going to be a fairly easy shoot,” Pearson recalls. “But then we were shooting with our fantastic stuntwoman doing falls, rigged to the edge of a roof, and stuck in a real full-body cast. The cast was actually the worst. It took over two hours to apply while they had to sit totally motionless. We had prepped the chicken wings, which, with the doors open at the house, started to attract flies.” “Our actor got really, really, really concerned that a fly was going to fly into her cast and get stuck inside while she was trapped in the contraption. We had to keep fans on her and only shot in the casts for about 20 minutes before we started cutting them off.” The contest runs through Sept. 12 for folks who buy any can or case of Liquid Death Sparkling Energy. No roof-jumps required. For now. **CREDITS** Founder/CEO: Mike Cessario SVP Marketing: Dan Murphy VP of Creative: Andy Pearson VP of Marketing: Greg Fass VP of Design: Frank Dresmé Creative Director: Will Carsola Associate Creative Director: Stu Golley Senior Nihilist: Brendan Kelly Brand Manager: Jeanne Irwin Senior Graphic Designer: Kellen Breen Executive Producer: Zoë Andrikidis Director: Andy Pearson Director of Photography: Kelsey Talton 1st AD: Julian Metter Gaffer: Eddy Scully Key Grip: Aaron Burton Production Designer: Justin Lieb Color: Bryan Smaller @ Company 3 Sound Mix: Tyler Beasley VFX: Yellow Sweater Editor: Tyler Beasley ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Liquid Death **Sections:** Trending --- ### [Kenan Thompson Directs Colorful Costumed Characters for Candy Brand Mike and Ike](https://musebyclios.com/advertising/kenan-thompson-directs-colorful-costumed-characters-for-candy-brand-mike-and-ike/) **Published:** July 15, 2026 **Author:** David Gianatasio **Content:** *SNL* legend Kenan Thompson goes big—silly big!—in his commercial directing debut. The work, for Mike & Ike, developed with agency Curiosity, breaks today. Actors don candy costumes for quick schtick just before they’re swallowed by snack-craving humans. Thompson’s [Artists for Artists](https://www.afauniverse.com/) studio produced the campaign, which introduces the tagline “We Got’chew.” AFA partner John Ryan Jr. served as executive producer. “We wanted to give Mike and Ike a fresh connection to a new audience,” Curiosity partner and CCO Jeff Warman tells Muse. “Research shows that the physical act of chewing helps reduce stress. With this campaign, we want to position Mike and Ike as the candy that’ll get you through life’s little daily dramas. That was really the chewy backbone of the strategy that led to the brand platform.” “This campaign is focused on the experiences of Gen Z and Millennial audiences,” Warman says. “We wanted to highlight some everyday stressors they could all relate to and show how Mike and Ike can help them vibe through those scenarios with humor. Whether it’s being ghosted, feeling overworked or the awkwardness of forgetting someone’s name, we got chew.” (Tagline drop! Well played.) [Mascots are hot](https://musebyclios.com/advertising/why-brand-mascots-are-hotter-than-ever/), which helped inform the creative approach. “Every generation has their beloved brand characters, especially in this category,” Warman says. “Boomers had the know-it-all [Mr. Owl](https://musebyclios.com/advertising/tootsie-rolls-mr-owl-returns-with-a-chameleon-pal-in-tow/) for Tootsie Pops. Gen X had the lovable M&M characters with their sitcom dynamics. Millennials had the antics of the Sour Patch Kids.” “With Mike and Ike, we actually had characters built into the name of the product itself. This gave us the opportunity to speak to its audience through relatable situations in the authentic language they love-–one that celebrates lo-fi content through the absurd, meme-ified and awkward sense of humor that’s already in their feeds.” “We worked closely with Kenan throughout the casting process,” Warman recalls. “He knows comedy. He knows improv. The focus was on finding actors that portrayed the best of both.” Actors Yoshi Barrigas and Abby Vatterott as Mike and Ike wore pliable foam suits weighing “about 30 lbs. each, so definitely light enough for physical comedy shenanigans.” ![Crew members pose with two costumed mascots (green and pink) on a film set, holding a clapperboard and smiling at the camera.](https://cdn.musebyclios.com/wp-content/uploads/2026/07/14112910/mike-bts.jpeg) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Curiosity, Kenan Thompson, mike and ike **Sections:** Entertainment, Trending --- ### [How The Grass Cab's Shavon Sullivan Wright Turned Tragedy Into a New Career](https://musebyclios.com/advertising/how-the-grass-cabs-shavon-sullivan-wright-turned-tragedy-into-a-new-career/) **Published:** July 16, 2026 **Author:** Shahnaz Mahmud **Content:** [Shavon](https://www.imdb.com/name/nm4642124/) is the CEO and founder of boutique cannabis dispensary The Grass Cab. She’s an Emmy-winning producer with a career spanning 20 years in television production. Her credits include NBC’s Summer and Winter Olympics, six seasons of *The Apprentice* and various international events. In 2019, Shavon won an Emmy for the OWN Network’s *Black Women OWN the Conversation*, a four-part series. We spent two minutes with Shavon to learn more about her background, her creative inspirations and recent work she’s admired. Sharon, tell us … ### Where you grew up, and where you live now. I was born and raised in Northeast Washington, DC, moved to New Jersey after college and commuted into NYC for work. I bounced around the television world for a while before settling back in N.J. a decade ago. ### How you first got interested in cannabis. My brother’s death from a drug overdose sits at the center of how I think about substances and survival. It changed the way I understand substance use and the complicated ways people try to cope with pain. It took me years to approach cannabis myself. When I finally did, I found something unexpectedly simple in it—not escape, not answers, just a quiet pull toward movement. I just wanted to dance. ### One of your favorite projects you’ve ever worked on. Bringing [The Grass Cab](http://www.thegrasscab.com/) to life. For the past four years, I’ve been working toward opening its doors, saving ideas and inspiration along the way across countless [Pinterest ](https://en.wikipedia.org/wiki/Pinterest)boards. It’s been incredible to watch everything come together—from the lighting and floors to the standout cab desk. What I love most is how this project brings together every part of me, blending creativity with entrepreneurship. ### A project you’re especially proud of. [*Black Women Own the Conversation*](https://www.oprah.com/app/black-women-own-the-conversation.html). One hundred Black women came together in a single room and spoke with honesty and vulnerability about their lived experiences. In that space, something rare formed quickly—it felt like a sisterhood, even among strangers. ### The biggest challenge cannabis marketers face today, and how to approach it. Thinking we already know the consumer. Cannabis brings people together, yet we still overlook under-served communities that belong in the conversation. Everyone remembers their first experience, but we lose touch as consumers evolve. The products are there—diverse, innovative and built for a wide range of needs. The gap is education. My goal is to close it. ### One thing about how the cannabis industry is evolving that you’re excited about. I’m always impressed by the range of new cannabis products hitting the market—everything from beverages and sublinguals to balms and lotions. Each format offers a different experience and benefit. Sublinguals, for example, are absorbed quickly and can provide more controlled dosing. Topicals, like balms and lotions, are often used for targeted relief. Infused drinks offer a more social way to consume. It really highlights how cannabis is evolving—not just as a recreational option, but as a versatile tool for wellness and everyday support. ### Someone else’s work, in cannabis or beyond, that you admired lately. The comedian [George Brett Olsen](https://www.instagram.com/georgebrettolson/) hopped on Insta and asked a question nobody saw coming: “Why did Black people stop saying ‘mark ass busta?'” Completely unprovoked. Zero warning. And somehow? The internet clocked in for duty. The [League of United Latin American Citizens](https://lulac.org/) showed up, the [Auntie Council ](https://www.eastasiangirlgang.com/who)grabbed folding chairs, and next thing you know we’ve got the “MF function” like it’s a full-blown community meeting. All from one question. Honestly, he reminds me of cannabis—sparking unexpected conversations and keeping everybody entertained, with just a little bit of confusion in the air. ### A book, movie, TV show or podcast you recently found inspiring. [*Legally Blonde*](https://en.wikipedia.org/wiki/Legally_Blonde)*.* Because [Elle Woods ](https://en.wikipedia.org/wiki/Elle_Woods)didn’t just face challenges—she made them look like light work. Law school? Handled. Haters? Silenced … all while pretty in pink. Her whole vibe was basically: “What, like it’s hard?” That’s the kind of confidence I’m trying to walk with daily. ### A visual artist or band/musician you admire. I’ve been following [Samsins](https://www.instagram.com/_samsins/), an artist who recently showed at the [BlackBoy Art Show](https://blackboyartshow.com/), and I’m hooked. He often paints his subjects staring directly at you, set against bold, bright colors that demand attention. It feels less like you’re looking at art and more like the art is looking at you. Every piece feels like a private conversation you didn’t expect to have, but can’t walk away from. ### Your favorite fictional character. [Olivia Pope](https://en.wikipedia.org/wiki/Olivia_Pope). The confidence, the wardrobe, the suspiciously well-stocked apartment of wine and popcorn. She had a solution for every problem and a glass ready for it. ### Someone worth following in social media. [*Dopequeenpheebs*](https://www.instagram.com/dopequeenpheebs/) is a must-follow, period. One half of the comedy duo [2 Dope Queens ](https://www.instagram.com/dopequeensmovie/?hl=en)who had HBO in a chokehold, she serves laughs *and* real-world updates like it’s part of her job description. Funny, smart and actually knows what’s going on? Go ahead and hit follow before you embarrass yourself. ### Your main strength as a marketer/creative. I’m at my best when I’m creating what the market hasn’t seen yet. ### Your biggest weakness. I am a certified over-thinker—I’ll happily tinker with an idea until it’s just right. ### What you’d be doing if you weren’t in the cannabis industry. I’d be busy turning ideas into your next favorite TV shows. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:michael.kauffman@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Advertising, Cannabis **Tags:** The Grass Cab **Sections:** Community Voices --- ### [What It's Like to Photograph the 2026 World Cup for Getty Images](https://musebyclios.com/sports/what-its-like-for-getty-images-to-photograph-the-2026-world-cup/) **Published:** July 14, 2026 **Author:** Christine Champagne **Content:** [Patrick Smith’s](https://www.instagram.com/patricksmithphotos/?hl=en) life and work are consumed by soccer this summer. The chief sports photographer for [Getty Images](https://www.gettyimages.com/editorial-images "Getty Images") is in the midst of traveling around North America covering the 2026 FIFA World Cup, taking team portraits and capturing the action at well over a dozen matches. Throughout his career, Smith has trained his lens on plenty of high-profile sporting events, including the Olympics and Super Bowl, as well as previous World Cups. For him, there’s nothing quite like photographing the soccer tournament the planet obsesses over every four years. “The World Cup just has this stature that no other sport has. You really feel it when you’re on the sidelines—how important this is compared to other sports,” he tells Muse. That said, Smith doesn’t get distracted by the excitement. “My job is not to get caught up in it. My job is to record that visual history so it lives forever, not just for Getty, but for the world beyond,” he says. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/07/14112510/GettyImages-2285768142-1024x683.jpg)Harry Kane #9 of England and teammates celebrate with fans after the 2-1 victory during the FIFA World Cup 2026 Quarter Final match between Norway and England. Credit: Patrick Smith – FIFA/FIFA via Getty ImagesBefore every match, Smith contacts the manager of the venue he will be shooting in to get the run of show. He has access to that info “very early since I’m working for FIFA through Getty.” (The company has been the official photographic agency of FIFA since 2009.) He also checks in with his colleague Maddie Meyer, a staff photographer. They have been working games together and share information on specific stadiums in relation to traffic patterns, entrances, how the light hits at certain times of the day and other factors. “Working as a team really helps us get there,” Smith says. To clear his mind before starting work, Smith, an avid runner who has competed in the Boston Marathon, tries to log a few miles on match days. Once at the stadium, being respectful of the venue staff, fellow media and the athletes is key to his success. Much of his communication with the players is nonverbal. He’ll make eye contact with the likes of Lionel Messi and Kylian Mbappé as they head to the pitch through the tunnel, giving a nod of acknowledgement and letting them know he is there to do this job without being invasive. “A lot of that’s never been taught to us. It’s not like we get a handbook when we’re hired, like: this is how you work in a tunnel, this is how you work next to a Steadicam operator. That just takes years and years of timing and trust and making relationships.” When Smith is shooting a game, he gets locked in, using all of his senses. “Some photographers put on noise-blocking headphones,” he notes. “I’m like, I want to hear it. I want to hear what’s happening. I want to hear, even if I don’t speak the language, I want to hear someone shouting when I’m on the pitch, or just standing around feeling it. You have to feel it. You feel these moments as a photographer. And I’m constantly scanning to be aware of what’s happening and to predict what’s going to happen so I can be there.” Smith shared some of his favorite photos from the World Cup so far with Muse. Here, he reflects on the moments he has captured thus far: ![](https://cdn.musebyclios.com/wp-content/uploads/2026/07/14112754/GettyImages-2284405249-1-1024x709.jpg)Credit: Patrick Smith – FIFA/FIFA via Getty ImagesPortugal’s Cristiano Ronaldo scores the knockout goal that brings his team victory over Croatia in the photo above. “Talk about somebody who has a presence. You see him. You’re like, whoa. He has this presence of being this international footballer,” Smith says. “I found myself really connecting with him on the pitch that game. I thought it was really special when he scored that goal and came right at me. He’s coming right at me, and he does his signature celebration.” ![](https://cdn.musebyclios.com/wp-content/uploads/2026/07/14112908/GettyImages-2283437169-1024x683.jpg)Credit: Patrick Smith – FIFA/FIFA via Getty Images“When Ecuador beat Germany, there’s a player ripping his jersey off, laying backwards. You can see the layers in the background,” Smith says, “the dejection of the German players.” Smith grew up playing sports. He relates to the competitive spirit that drives the athletes he photographs. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/07/14113008/GettyImages-2282933848-1024x683.jpg)Credit: Patrick Smith – FIFA/FIFA via Getty ImagesNorway’s Erling Haaland (right) sings the Norwegian national anthem with fans before the FIFA World Cup 2026 Group I match between Norway and Senegal in the photo above. “Haaland is this big name and someone I’ve learned to really enjoy photographing. He’s this crazy, powerful man,” Smith says. “So, you would think as a photographer, you want to focus on this big name and face. However, \[this photo\] is about the atmosphere. I’m just trying to show that this isn’t about what’s happening on the pitch. It’s what’s happening behind them—what’s really powerful is this collective journey that everybody’s taking.” ![author avatar](https://secure.gravatar.com/avatar/bca57dd4723116a5018776272ebed389875689a3404acf351677240c4d746cec?s=300&d=mm&r=g) Christine Champagne [See Full Bio](https://musebyclios.com/author/christine-champagne/) [ ](https://musebyclios.com/author/christine-champagne/) **Categories:** Sports **Tags:** Getty Images, World Cup **Sections:** Trending --- ### ['Best Brands on Earth' Kicks Off With MLS, Reveals First 5 Guests](https://musebyclios.com/culture-creators/best-brands-on-earth-kicks-off-with-mls-reveals-first-5-guests/) **Published:** July 14, 2026 **Author:** Luz Corona **Content:** *Best Brands on Earth* from the Clios is officially here. Announced earlier this year at the 2026 Clio Awards, *[Best Brands on Earth](https://musebyclios.com/clio-awards/inside-the-clios-new-podcast-best-brands-on-earth/)* (BBOE) goes behind the scenes with the brands that have shaped culture and earned lasting relevance. The podcast reflects The Clios’ broader commitment to celebrating the people, ideas and work shaping culture today, alongside initiatives such as the inaugural [Clios on Culture](https://info.clios.com/clios-on-culture?utm_source=musebyclios&utm_medium=referral&utm_campaign=culture) event this September and the newly launched [Clio Creator Awards](https://clios.com/press-article/clio-creators-announce-2026-jury-and-creative-council-led-by-dhar-mann-haley-kalil-hannah-stocking-adam-waheed-and-cole-walliser/). The podcast is co-hosted by marketing veteran Matt Kerbel and journalist-turned-actress Hayley Clover. The first two episodes launch today, July 14. The first episode features Kerbel and Clover as they share what listeners can expect from their interviews with CMOs, creators, founders, creatives, celebrities and more. The second episode features Major League Soccer CMO Radhika Duggal, who shares her unique perspective as an industry “outsider” who transitioned to sports marketing after a successful career spanning finance, healthcare and consumer goods. Duggal touches on what it is like to scale a rapidly growing sports brand, marketing “optimism” and the goal to convert casual tournament viewers into long-term fans. You can [check out episodes here](https://www.youtube.com/@BestBrandsOnEarth). BBOE’s first month of programming includes: - July 14: Meet the Hosts: Hayley Clover and Matt Kerbel - July 14: Radhika Duggal, CMO, Major League Soccer - July 21: Dhar Mann, creator and founder of Dhar Mann Studios - July 28: Dea Lawrence, co-president and publisher, Variety - Aug. 4: Greg Fass, VP of marketing, and Andy Pearson, VP of creative, [Liquid Death](https://musebyclios.com/advertising/strange-brew-liquid-death-iced-tea-vs-long-island-iced-tea/) - Aug. 11: Megan Imbres, CMO, Peloton Interactive Fresh episodes drop every Tuesday on Spotify, Apple Podcasts and YouTube. For the most recent updates, visit Muse by Clios or stay connected with BBOE on [TikTok](https://www.tiktok.com/@bestbrandsonearth), [Instagram](https://www.instagram.com/bestbrandsonearth/), [LinkedIn](https://www.linkedin.com/company/bboe/) and [YouTube](https://www.youtube.com/@BestBrandsOnEarth). Best Brands on Earth is looking for leaders with unique perspectives on brand building, creativity and culture. To inquire about guest opportunities, contact the [Muse by Clios](http://musebyclios.com/contact-us/) team. **Related:** [*Clio Creators Announce 2026 Jury and Creative Council Led by Dhar Mann, Haley Kalil, Hannah Stocking, Adam Waheed and Cole Walliser*](https://clios.com/press-article/clio-creators-announce-2026-jury-and-creative-council-led-by-dhar-mann-haley-kalil-hannah-stocking-adam-waheed-and-cole-walliser/) ![author avatar](https://secure.gravatar.com/avatar/6b6bfb2f77a71b59d600c283859735f5d62b2631c0b7c29a530b306cb0abde04?s=300&d=mm&r=g) Luz Corona [See Full Bio](https://musebyclios.com/author/luzcorona/) [ ](https://musebyclios.com/author/luzcorona/) **Categories:** Culture and Creators **Tags:** Best Brands on Earth **Sections:** Entertainment, The Clios, Trending --- ### [iPhone's Privacy Push Leans Into Humor](https://musebyclios.com/worldviews/iphones-latest-privacy-push-leans-into-humor/) **Published:** July 13, 2026 **Author:** David Gianatasio **Content:** Here are some notable campaigns that broke far and wide in recent weeks, curated by Muse sibling [Ads of the World](http://adsoftheworld.com). ### Apple iPhone, ‘Privacy’ Agency: TBWA\\Media Arts Lab, Shanghai A cheeky privacy campaign imagines a newly downloaded app coming to life and relentlessly asking for access to contacts, photos, location and more. Through playful banter and everyday situations, the lighthearted film turns a technical topic into an entertaining reminder that users have the power to decide exactly what information apps can and cannot access. [Read More](https://www.adsoftheworld.com/campaigns/new-privacy-campaign) Play ### AXA, ‘Keep Caring for Each Other’ Agency: Publicis Conseil Blending emotion, visual poetry and cultural identity, this new pan-African campaign tells a modern story of protection, care and community. Handcrafted using stop-motion creatures, it celebrates the value of human endeavour before transitioning to live action, where everyday African heroes reinforce a powerful message that caring for one another is the most powerful form of protection. [Read More](https://www.adsoftheworld.com/campaigns/keep-caring-for-each-other-it-s-the-most-beautiful-form-of-protection) Play ### Arthaland Sevina Park, ‘Escape Plant’ Agency: Gigil Houseplants stage a walkout from cramped homes in search of sunlight, fresh air and room to grow. Beginning with a single escaping plant, before others follow, the whimsical film uses humor and charm to highlight the benefits of spacious, nature-connected living, ending in a welcoming community where people and plants can thrive. [Read More](https://www.adsoftheworld.com/campaigns/escape-plant) Play ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Worldviews **Tags:** Apple, Axa **Sections:** Trending --- ### [Škoda Transforms Tour de France Penis Graffiti to Promote Women's Cycling](https://musebyclios.com/sports/skoda-transforms-tour-de-france-penis-graffiti-to-promote-womens-cycling/) **Published:** July 15, 2026 **Author:** David Gianatasio **Content:** Drawings of men’s genitalia have long been eyesores along the race route at the Tour de France. It’s a thing. Pun intended. This year, however, Škoda and AMV BBDO hatched a plan to transform these crude images into artworks hyping the [Tour de France Femmes](https://www.letourfemmes.fr/en/overall-route) race and women’s cycling in general. Crews tasked with scrubbing the streets of X-rated graffiti have new tools in their arsenal: stencils that turn naughty nobs into visuals urging fans of the men’s competition to #WatchTheFemmes. Illustrators Celine Dormeau and Erin Aniker, from France and the U.K. respectively, helped develop the design system. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/07/15094724/TDF1.jpeg)“Škoda started as a bicycle brand and has a long history of supporting the cycling community,” says CMO Meredith Kelly. “As a brand that is known for bringing creative solutions to real-life challenges, we chose this playful and bold approach to build awareness of women’s cycling and give it the visibility it deserves. “The Eraser Men do their best to remove as many of these marketings as possible, but there are always more to deal with,” Kelly says. “These stencils allow us to turn something negative into something positive.” With the men’s Tour de France underway, the work will be visible throughout the race, potentially reaching a global audience of nearly 4 billion. Social elements will come into play starting on July 24, when the women’s competition begins. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/07/15101328/skoda.jpeg) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Sports **Tags:** AMV BBDO, Škoda **Sections:** Entertainment, Trending --- ### [Back Market Founder Swears on His Mother's Life](https://musebyclios.com/advertising/back-market-founder-swears-on-his-mothers-life/) **Published:** July 13, 2026 **Author:** David Gianatasio **Content:** Valerie, the mother of Back Market founder Thibaud Hug de Larauze, has a lot to lose. She might forfeit all of her worldly possessions if her son’s global tech refurbishing company doesn’t live up to its quality guarantee. That concept drops today from Mother London (nice mom synergy!) and director [Harold Einstein](https://musebyclios.com/advertising/airheads-breathes-new-life-into-head-inflation-ads-from-the-2000s/). The spot below lays out the premise: “We promise every phone is expertly refurbished and tested. In fact, we don’t just promise, we swear on our moms’ lives. This is our founder, and this is his mom, Valerie. And if we ever break our promise, Valerie’s life is yours.” A team with clipboards starts noting all the items in her house: plants, picture frames, frying pans, food, pillows, glasses, lots of safety pins, etc. Valerie asks, “This is a joke, no?” Thibaud just shrugs. Such a good son. “We wanted a way to make the Back Market promise impossible to doubt,” de Larauze says. “So, we picked the highest stakes a person can offer. If people remember one thing about Back Market after this, it should be that we don’t make this promise lightly.” Users are directed to a [website](http://Backmarket.com/valeriesentirelife "website") where they can make a play for *one* of Valerie’s possessions, *if* they can prove Back Market erred. Of course, the bar is exceedingly high. So she won’t be parting with her clothes or cat anytime soon. We think. “The most powerful thing anyone can do to prove they mean something is stake what they love most on it,” says agency ECD Tom Coleman. Harold understood immediately that the bigger and funnier we went, the more the sincerity underneath would land. That tension between the ridiculous gesture and the real promise is the whole idea.” It’s cute stuff, both instantly relatable yet fresh for the category. It’s jokey, but just real enough to feel grounded. And props to Val—her face positively drips with worry. The work initially rolls out in New York across TV, VOD, out-of-home, social and audio, with European markets added to the mix in coming weeks. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Ad of the Week, Advertising **Tags:** back market, Mother London **Sections:** Trending --- ### [Watch 'Succession' Star Nicholas Braun Reclaim His Time for Shinola](https://musebyclios.com/film-tv/watch-succession-star-nicholas-braun-reclaim-his-time-for-shinola/) **Published:** July 14, 2026 **Author:** David Gianatasio **Content:** Nicholas Braun headlines Shinola’s latest campaign, which also marks the *Succession* actor’s debut as a commercial director. Braun shares those duties with Quba Tuakli of GentleForces, the London creative practice that helped develop the initiative. It’s date night in the spot below, and Braun rebukes an unseen dinner companion. *“You make me feel anxious. And stressed. Like I’m always in a rush or not doing enough. All the time—oh my God!—I’m thinking about what YOU want. I’m never thinking about myself. And it’s never served me. You. Run. My. Life.”* Dude needs to unwind. And indeed, that’s the point, amplified by Braun’s intensity, fleeting images of a timepiece and rapid tick-tick-ticking on the soundtrack. Could he be dressing down his wristwatch? It’s a Shinola ad, so yeah. He concludes: “From now on, no more of your rules. I’m in charge.” And they make up. Aw. The advert’s counterintuitive nature—with Braun barking at a beloved possession—feels on point for these harried times. The clip boasts a sophisticated, art-film sheen. And its central performance—tightly wound yet tongue in cheek—really delivers. Here, Muse learns more about the project: ### MUSE: What was your inspiration? Quba Tuakli: Our initial focus went into creating the “On Shinola Time” brand platform. Lots of ideas about relationships with time fell out of this exploration, one of them being, in effect, telling time who’s boss. From there, it was about representing that in a way that not only said something meaningful, but allowed the brand’s wit to shine through. The date-night scene was a way to ground this somewhat ethereal concept in a real-life situation we all have a connection with, starting with a pretty triggering confrontation. ### Are you aiming for an upscale crowd, mature consumers? Dana Mosa-Basha, Shinola director of marketing: We weren’t targeting a specific age group as much as a mindset. The people drawn to Shinola tend to be thoughtful, curious, creative and independent. They appreciate quality and craftsmanship, but also value individuality and aren’t interested in following someone else’s definition of success. We felt the creative would resonate because the tension at the center of the story is incredibly universal. Almost everyone knows what it feels like to be told they’re behind, moving too slowly, or not doing enough. The film takes that familiar feeling and turns it on its head. Rather than telling people to accelerate, it gives them permission to slow down and define success for themselves. That’s a message that feels increasingly relevant today. ### With that in mind, what’s the brand takeaway for viewers? Quba Tuakli: In a world of optimizing and rushing, of stacked obligations and the fear of missing out, being in the moment has never had more value. Shinola stands for carving your own path, following your own flights of fancy, setting the pace to create a time zone where you are boss. ### Why cast Nicholas Braun? What made him attractive for the role? Quba Tuakli: He’s best known for his breakout performance as Cousin Greg in *Succession*. The idea of his somewhat apologetic persona locking in and having a frank, confrontational conversation struck us as a fun juxtaposition. When he read the script—and instantly bought into not only the idea, but the Shinola brand—we knew we were about to make something special. He co-directed with me, bringing a collaborative spirit and passion that pushed film and stills to a place they wouldn’t have reached with a traditional talent relationship. ### I like how he stays focused, not hamming it up. Dana Mosa-Basha: Nicholas brought an unexpected balance of humor, vulnerability and self-awareness. He is naturally funny without playing for laughs, which was important because the film lives in that space between comedy and discomfort. **CREDITS** Shinola CMO – Kevin Wertz Creative Director – Jonathan Bailey Marketing Director – Dana Mosa-Basha Art Director – Kevin Sanders Producer – Marissa Clement Social Media Manager – Melissa Rodriguez Social Videographer – Christopher Jakobsen BTS Photographer – Brian Bilicki GentleForces Creative Practice Lead – Quba Tuakli Senior Creative Practitioner – Jordanna Andrews Founder – Danni Mohammed Managing Partner – Nathan Wilson Client Partner – Ben Ampofo Strategy Practitioner – Theo Bassett-Shand Executive Producer – Becs Rainey Production Practice Lead – Rob Punchard Directors – Nicholas Braun, Quba Tuakli Director of Photography – Patrick Golan Photographer – Brian Karlsson Production Company – ProdCo ProdCo Founding Partners & EPs – Zico Judge & Ian Pons Jewell Executive Producer – Theo Hue-Williams Service Production Company – Gorilla Service Co-Producer – Seth Carver Post Production Edit House – Marsheen Editor – Rob Daglish Executive Producer – Harriet Cawley Sound House – 750MPH Sound Design – Tim Burns Color – Punderson Gardens ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Film and TV **Tags:** shinola **Sections:** Entertainment, Trending --- ### [Filmmaker Jared Lapidus on the Art and Science of Features and Commercials](https://musebyclios.com/2-minutes-with/filmmaker-jared-lapidus-on-the-art-and-science-of-features-and-commercials/) **Published:** July 14, 2026 **Author:** Shahnaz Mahmud **Content:** [Jared](http://JaredLapidus.com) is a director and writer. His work first gained attention via his sketch comedy group Reverse Cowboys, where he parlayed their string of viral hits into television directorial work, along with dozens of commercial campaigns for TurboTax, Starbucks, Google, Verizon, Pepsi and many more. Jared has worked with Martin Short and Kevin Kline on Lorne Michaels’ *Maya & Marty* and directed Netflix’s Emmy nominated series *The Who Was Show*, along with *What’s Cooking Tonight?*, a Netflix special starring Michelle Obama, Jennifer Garner and Jack Black. He recently directed comedian Matteo Lane’s debut standup special for Hulu, and made his feature film directing debut with *Office Race*, a Paramount + original which he also co-wrote. It stars sBeck Bennett, Joel McHale, J.B. Smoove, Alyson Hannigan and Kelsey Grammer. We spent two minutes with Jared to learn more about his background, his creative inspirations and recent work he’s admired. Jared, tell us … ### Where you grew up, and where you live now. I grew up on Long Island. My family would visit NYC nearly every weekend, and I couldn’t wait to one day get to live there. Thankfully, I got into NYU and spent the ensuing two decades living my version of the New York City (fever)dream. But my priorities quickly shifted after starting a family, and we recently moved down to Atlanta for a bit more space and a bit less dog shit to step over. ### How you first realized you were creative. If I had to point to something specific, it was probably when some other kid called me “weird” for wanting to go to a performing arts summer camp to study folk guitar and computer animation. Super weird, I know. ### A moment from high school or college that changed your life. When I was in high school, I got my hands on a miniDV camcorder and video editing software and realized the potential they held: The opportunity to superimpose images and ideas, to tell a story (or a joke), to sculpt and shape the viewer’s experience. It was like nothing I’d ever experienced before. And I don’t think I’ve ever recovered from it, thankfully. ### Your most important creative inspirations, and some recent stuff you love. Growing up, I was obsessed with the films of [Terry Gilliam](https://en.wikipedia.org/wiki/Terry_Gilliam)—the weird and wonderful worlds he created, and the unique stories he told. If you haven’t seen [*The Adventures of Baron Munchausen*](https://en.wikipedia.org/wiki/The_Adventures_of_Baron_Munchausen), remedy this immediately. Only after becoming a filmmaker in my own right did I have any real sense of how staggering an achievement each one of his films was. Not only creatively and technically, but also as labors of love. ### One of your favorite creative projects you’ve ever worked on. I spent about 7 years getting my debut feature film, [*Office Race*](https://www.imdb.com/title/tt28554102/), from the page to the screen. The film is an ensemble sports comedy, in the style of [*Happy Gilmore*](https://en.wikipedia.org/wiki/Happy_Gilmore) and [*Dodgeball*](https://en.wikipedia.org/wiki/Dodgeball:_A_True_Underdog_Story)—ya know, the absurd comedies that Hollywood sadly doesn’t make any more. Alas, we were forced to release the film during the SAG x WGA strikes, so our PR got torpedoed. But for anyone who’s looking for a fun, breezy 82-minute watch, [*Office Race* is available to stream on Paramount +](https://jaredlapidus.com/work#/office-race-paramount-plus/). Despite the immense challenges we faced, I’m still incredibly proud of the film. My co-writer [James Kilmoon](https://www.jameskilmoon.com/) and I are already hard at work on our next feature script. ### A recent project you’re proud of. This past holiday season, I shot a fun campaign for Google and [NBCU](https://www.nbcuniversal.com/). We were tasked with creating three fake [Hallmark](https://www.hallmarkplus.com/)-style Christmas movie trailers, showcasing Google’s new AI features, and starring talent from across the NBCU television universe. Shooting a parody film trailer is very labor intensive. You’re attempting to give the impression of a full film, so you’re shooting tons of locations and coverage and cutaways. We had to shoot three unique film trailers in as many days. It was an ambitious undertaking. But thankfully, they were an instant hit, which made all the hard work (and the pneumonia I caught on set) totally worth it. ([“Sleigh My Name,”](https://jaredlapidus.com/work#/google-presents-sleigh-my-name/) [“The Naughty Lister,”](https://jaredlapidus.com/work#/google-presents-the-naughty-lister/) [“The Gift EXchange.”](https://jaredlapidus.com/work#/google-presents-the-gift-exchange/)) ### Someone else’s work that inspired you years ago. One is [Justin Reardon’s NutriGrain “Feel Great” spec spot](https://vimeo.com/133874388?fl=pl&fe=vl). You probably remember seeing it on [ebaumsworld](https://en.wikipedia.org/wiki/EBaum's_World), long before Youtube or social media existed. It was brilliantly off-beat, and so convincingly produced that it felt like a genuine broadcast spot, albeit with an insane premise and unhinged performances. Not long after this, actual broadcast spots began to look similarly edgy and experimental. I’m no advertising historian, but I feel like this one spec spot had an outsized influence shaping industry tastes and trends. At least it did with me! ### Someone else’s work you admired lately. [Oscar Hudson’s latest piece for Polymarket](https://www.youtube.com/watch?si=7Rpew4IGeMVMIBnX&v=HQJMzTpckPo&feature=youtu.be) is a pretty jaw-dropping achievement in just about every way. An original concept combined with spectacular execution. And as a life-long videogame aficionado, the premise speaks to me on a personal level. Plus, I’m always a sucker for practical effects, and they achieved some outrageously clever and convincing visuals. Play ### Your main strength as a creative person. Filmmaking, and especially commercial filmmaking, is an insanely high-stress enterprise. The clock is always ticking, and the cash register is always whirring. To me, stress tolerance is the most underrated asset to have as a director. Throughout the process, my primary goal is to cultivate a relaxed, creative, collaborative environment, where the crew feels empowered to contribute and take ownership, and actors are encouraged to have fun and experiment. I want everyone to walk away from the experience feeling great about the day, and excited for the next one. As far as I’m concerned, I want the process itself to be as satisfying as the end product. ### Your biggest weakness. I’m supposed to say that I care *too* much, or something, right? Well, I do care, sorry not sorry. So much so that I try to stay involved with every project through the edit, and all the way to delivery—sitting in on the color session, giving notes on the sound mix and talking to the strategy folks about the ad buy. Okay maybe not that last part, but you get the idea. ### A mentor who helped you navigate the industry. [Alon Simcha](https://www.linkedin.com/in/alon-simcha-15918a8b/), my EP at [Thinking Machine ](https://thinkingmachine.tv/)(who represents me for commercials). Alon got me my very first commercial job, directing a holiday spot for [Oreo ](https://en.wikipedia.org/wiki/Oreo)starring [Arturo Castro](https://en.wikipedia.org/wiki/Arturo_Castro_(Guatemalan_actor)). At the time, I was writing and directing a lot of sketch comedy, and Alon was confident that I could parlay that skillset into the world of advertising. He taught me how the business worked and helped generate lots of opportunities that I otherwise wouldn’t have had. ### What you’d be doing if you weren’t in advertising. Trying to figure out a way to monetize spending time with my kids without making them the commodity. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:daveg@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Advertising **Tags:** Thinking Machine **Sections:** Community Voices, Entertainment --- ### [How Ross Pomerantz Built His 'Corporate Bro' Brand Into a Workplace Comedy Destination](https://musebyclios.com/creators/how-ross-pomerantz-built-his-corporate-bro-brand-into-a-workplace-comedy-destination/) **Published:** July 7, 2026 **Author:** Christine Champagne **Content:** Ross Pomerantz plays not just any corporate bro but *the* [“Corporate Bro”](https://www.corporatebro.com/ "Corporate Bro") on social media, satirizing the absurdities and everyday realities of office life. Pomerantz is both funny and believable in the role because he actually knows what it’s like to be a corporate play-ah. He spent a decade in enterprise tech sales at companies like Oracle and Glassdoor and earned an MBA from Stanford before becoming a full-time content creator. “Corporate Bro” is massively popular on [Instagram](https://www.instagram.com/corporate.bro/?hl=en "Instagram") and [TikTok](https://www.tiktok.com/@corporate.bro?lang=en "TikTok"). Off social, Pomerantz has also worked with Salesforce, Arctic Wolf and StrataScale, creating custom content, giving keynotes, emceeing shows and consulting on branding. He recently brought his character, aka “Corp,” to [Cayman Jack’s “EOD Escape,”](https://caymanjackeodescape.com/ "Cayman Jack's "EOD Escape,"") collaborating with the premium malt beverage brand to bring his signature workplace humor and playful take on office culture to the campaign. Here, Pomerantz discusses how playing Corp evolved from a hobby to a full-time endeavor, why workplace comedy is so popular and how brands can best collaborate with him: **MUSE: You started making ‘Corporate Bro’ videos in 2013. How often were you posting back then? What was your content like in the early days?** Ross Pomerantz: “Corporate Bro” actually started on the late social platform Vine. If you’re a millennial or older, you remember that those videos could only be a max of 6 seconds. Therefore, it was all about how many jokes can smash into a quick little video. In terms of posting cadence, back then it was just a hobby… And I had a real quota to hit in my sales job. So, videos were planned at home and shot only after my work was done. > [@corporate.bro](https://www.tiktok.com/@corporate.bro?refer=embed "@corporate.bro")Like a ray of sunshine, he shines bright and early > > [♬ original sound – Corp](https://www.tiktok.com/music/original-sound-7646287805626927885?refer=embed "♬ original sound - Corp") **I assume it has evolved along with the corporate world.** The workplace is always changing, as are the social platforms, so the material changes with it. When I created “Corporate Bro,” the character was always referred to in the third person. He was supposed to represent “Joe Anybody.” It wasn’t until years later that I decided to start referring to him as “I.” That made the character more three dimensional, which meant I could touch any aspect of life while still maintaining the corporate lens. I’ve gone through startup culture, remote work, AI and now return-to-office. But what hasn’t changed is the approach. Everything I do is inspired by some little human truth. My partnership with Cayman Jack is a great example of that, because so much of my content taps into the humor behind corporate life and how the workplace has a habit of making things feel more stressful than they need to be. Anyone who has checked their calendar at 3 p.m. and noticed four more meetings have suddenly popped up, or referred to something as a “fire drill” despite no literal fires, knows exactly what I mean. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/07/07105632/Ross-Pomerantz-Corporate-Bro-Creator-Patnership-Sunset-Board.jpg)**Why do you enjoy playing ‘Corporate Bro’?** Because everything starts with human truth. If people can watch a video, laugh and immediately think, “I’ve worked with that person,” or send it to a coworker because it reminds them of someone on their team, then I’m doing my job. **Your content is popular now, but you were not an overnight success. What has kept you working at content creation all these years, and when did you feel like you had made it/were successful?** Building “Corporate Bro” has been about consistently creating content that people relate to because it’s grounded in my experience—the corporate/tech/sales experience. Over time, that consistency helped me build a community and now a business that extends far beyond social media. For me, success has been creating something sustainable that continues to connect with people, grow and evolve. > [View this post on Instagram](https://www.instagram.com/reel/DNBGWipR309/?utm_source=ig_embed&utm_campaign=loading)[A post shared by Ross Pomerantz (@corporate.bro)](https://www.instagram.com/reel/DNBGWipR309/?utm_source=ig_embed&utm_campaign=loading) **Who are your followers? And why do you think your workplace content connects with them?** My audience is made up of people who recognize the realities of corporate life. Mostly people with a 9-to-5 job. A lot of them work in sales or corporate environments, but over the last couple years I’ve had teachers, firefighters, lawyers, stop me on the street. It is so humbling, and I always ask why or how they discovered me. The usual answer is they know someone living the life I depict, or they used to live it themselves. But whether it’s office politics, workplace personalities, or trying to balance work and life, everyone has experienced some version of those moments. I think the content connects because it starts with something people genuinely relate to. **How can brands best work with you?** The best partnerships start with a shared idea that naturally fits both the creator and the brand. I always look for longer-term partnerships—opportunities to get to know the brand, the people and the strategy. My favorite partnerships are the ones that stretch beyond the individual social media post and involve appearances, activations and TV commercials. I’ve been working with some of the same brands for over four years now—that’s the best. My audience buys in when they see the consistency. I also look for opportunities that embrace humor. A tutorial or “get ready with me” just aren’t my style and my audience knows that. My audience already lives in the world of workplace humor. So when Cayman Jack approached me with the insight that return-to-office is back but happy hour hasn’t fully returned with it, it was pretty much a no brainer. The campaign isn’t about manufacturing relatability. It’s about building on something people were already feeling. That’s when branded content feels the most authentic and resonates best. > [View this post on Instagram](https://www.instagram.com/reel/DVgcs3FJWPP/?utm_source=ig_embed&utm_campaign=loading)[A post shared by Ross Pomerantz (@corporate.bro)](https://www.instagram.com/reel/DVgcs3FJWPP/?utm_source=ig_embed&utm_campaign=loading) **Do you have a background in improv, humor writing or performing ?** Growing up my value-add to the friend group was always “the funny guy.” Probably because I was insecure and self-deprecation was the easiest remedy. I was never pushed toward creative education, though I did get admitted to Second City Film School—chose business school because I just assumed after I graduated undergrad that I’d just “go into business.” But when I look back on my childhood the signs were there. I’d make home movies on a camcorder. I’d write short stories on airplanes. I’d make comics for my high school class and had a comedy column for my school newspaper. Outside of that though, improving is just my default setting. **How have you grown the character and brand?** I’ve always seen “Corporate Bro” as bigger than short-form content. I raised money and shot an 8-episode web series several years ago called [“S.A.D. (Sales Are Dope),”](https://www.youtube.com/playlist?list=PL3NoHBNSs00Y7I82f6h_6KyWM3b9pjmmQ "S.A.D. (Sales Are Dope)") which got recut into a movie that is now on Amazon. But the goal is to keep expanding into new properties, formats and experiences while staying true to what got me here in the first place: telling stories rooted in real workplace experiences. Relatability is key in content. This year, I’ve really expanded the character’s story. I’m now creating content that shares a fuller story. I’m a dad now, hence the Corporate Dad content. I’ve started sharing some of that experience with my audience. It seems like the more “human” I make the character, the broader the audience we can draw in. ![author avatar](https://secure.gravatar.com/avatar/bca57dd4723116a5018776272ebed389875689a3404acf351677240c4d746cec?s=300&d=mm&r=g) Christine Champagne [See Full Bio](https://musebyclios.com/author/christine-champagne/) [ ](https://musebyclios.com/author/christine-champagne/) **Categories:** Creators **Sections:** Entertainment, Trending --- ### [10 Album Covers That Transform the Female Body](https://musebyclios.com/art-of-the-album/10-album-covers-that-transform-the-female-body/) **Published:** July 11, 2026 **Author:** David Gianatasio **Content:** I’ve always been drawn to album covers that use the female body as more than just a portrait. The best ones turn women into symbols: a machine, a creature, a saint, an alien, a mother, a god. They feel more like transformations than photos, which usually indicates some good music on the inside. As a director, I’m always chasing imagery that treats femininity as something weird, emotional, powerful, messy, evolving and larger than life. These all feel like bodies becoming something else. ### Lady Gaga, *Born This Way* (2011) This cover was the first that came to mind. Gaga literally fuses herself with a motorcycle and turns into this snarling chrome creature. It’s theatrical, ugly, sexy, ridiculous. She looks monstrous and powerful at the same time. ![Black-and-white promotional image of a fierce woman riding a chrome motorcycle, mouth open in a scream, with 'BORN THIS WAY' text above.](https://cdn.musebyclios.com/wp-content/uploads/2026/07/10150143/Born-This-Way--Lady-Gaga-.jpg)### Florence + The Machine, *Lungs* (2009) There’s something so beautiful and uncomfortable about this cover. Florence wears her lungs externally, almost like jewelry. I’m super intrigued by insides coming out and imagery that physically externalizes emotion. It feels romantic, but also fragile and slightly grotesque. ![Album cover for Florence + the Machine's Lungs: Florence Welch with red hair in a decorative fringe dress against a floral backdrop, hands raised near her head.](https://cdn.musebyclios.com/wp-content/uploads/2026/07/10150155/Lungs--Florence-The-Machina-.jpg)### Halsey, *If I Can’t Have Love, I Want Power* (2021) This album got overlooked, but there was so much heavy symbolism in all the visuals from this era. Halsey resembles a Renaissance painting, but there’s something confrontational about it, too. A very mythic view of pregnancy. Not so much nurturing as almost intimidating. ![A regal woman in a blue-gray gown sits on a large gold throne, holding a baby wrapped in cloth with candles on either side.](https://cdn.musebyclios.com/wp-content/uploads/2026/07/10150135/If-I-Cant-Have-Love-I-Want-Power--Halsey-.jpg)### FKA twigs, *Eusexua: Afterglow* (2025) Twigs always makes the body feel mutable and kind of otherworldly. The stretched skin and distorted proportions here make her look halfway between alien and human. ![Avant-garde portrait of a bald figure with lavender skin and fabric wrapped around the mouth, resembling sculpture.](https://cdn.musebyclios.com/wp-content/uploads/2026/07/10150145/EUSEXUA-afterglow--FKA-twigs-.jpg)### Rosalía, *El Mal Querer* (2018) This cover makes Rosalía look like a saint ascending into heaven. It’s cool to see her earlier covers clearly informing the *Lux* era she is in right now. I love seeing artists evolve in a way that also brings them back to symbols and motifs they were inspired by at the start. Filip Ćustić, who I’m a big fan of, shot this cover. ![Ethereal woman standing on clouds with arms outstretched, wearing a white cape, inside a large gold braided ring, with a dove above.](https://cdn.musebyclios.com/wp-content/uploads/2026/07/10150139/El-Mal-Querer--Rosalia-.jpg)### Nirvana, *In Utero* (1993) The anatomical angel on this cover has always stuck with me and even inspired some personal photoshoots over the years. The exposed muscles and organs mixed with angel wings make the body feel spiritual and biological at the exact same time, which I love. It’s uncomfortable but also beautiful. ![Nirvana's In Utero album cover showing a winged, anatomical humanoid figure against a pale cracked background with the band name at top.](https://cdn.musebyclios.com/wp-content/uploads/2026/07/10150148/In-Utero--Nirvana-.jpg)### Megan Thee Stallion, *Megan* (2024) When this came out, I remember thinking how symbolic a moment it was for Megan. Hatching from an egg is an instantly iconic rebirth image, and it felt like such a statement after so much of the public buzz around her life. The second you see it, you understand exactly what it’s saying. ![Woman in a dark outfit crawls out from two large cracked eggshells on a glossy, reflective surface, creating a mirrored image with liquid accents.](https://cdn.musebyclios.com/wp-content/uploads/2026/07/10150151/MEGAN--Megan-Thee-Stallion-.jpg)### Lorde, *Virgin* (2025) Lorde is my God, and this album came to me exactly when I needed it. I love how the whole tracklist deals with the body in interesting ways, and this cover feels like a succinct visualization of her lyrics. It’s colder and more clinical than the others on this list, which is why I like it. The X-ray imagery paired with the zipper feels invasive and intimate all at once. ![Blue-tinted pelvic X-ray showing orthopedic hardware: a long sacral screw with a square navigation frame fixed to the pelvis.](https://cdn.musebyclios.com/wp-content/uploads/2026/07/10150158/Virgin--Lorde-.jpg)### Björk, *Utopia* (2017) There’s a plethora of Björk covers that could have gone here, as nobody visually transforms themself like Björk. On this cover, she barely even looks human, more like some kind of floral alien creature. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/07/11093836/BBBB.jpg)### Grimes, *Art Angels* (2015) This cover feels like femininity filtered through the internet until it mutates into something else entirely. It feels so digitally constructed, capturing this very modern kind of femininity where identity itself becomes customizable. ![Surreal portrait of a pale girl with multiple eyes and a braided ponytail against a blue cosmic background with stars at the edges.](https://cdn.musebyclios.com/wp-content/uploads/2026/07/10150118/Art-Angels--Grimes-.jpg) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Art of the Album **Tags:** Radical Media **Sections:** Community Voices, Entertainment --- ### [What Denim Wars? Adidas vs. Nike Was the Hottest World Cup Marketing Melee](https://musebyclios.com/musings/what-denim-wars-adidas-vs-nike-was-the-hottest-world-cup-marketing-melee/) **Published:** July 9, 2026 **Author:** David Gianatasio **Content:** The FIFA World Cup has always been more than a sporting event. For brands, it is one of the largest cultural stages in the world, offering a rare opportunity to reach global audiences through a shared passion point that transcends geography, language and demographics. This year, two of soccer’s most recognizable brands entered the conversation with major campaigns designed to capture the excitement surrounding the tournament. Adidas launched [“Backyard Legends”](https://musebyclios.com/advertising/timothee-chalamet-laces-up-for-adidas-in-weeks-top-spot/) while Nike unveiled [“Rip the Script.”](https://musebyclios.com/sports/director-dan-streit-takes-us-inside-nikes-audacious-world-cup-film/) Both campaigns featured world-famous athletes, major celebrity talent and significant production investment. Yet consumer response differed meaningfully. The lesson is not about budget, scale or access to star power. It is about the creative choices that shape emotional response and ultimately influence long-term brand growth. [System1’s](https://system1group.com/) testing found Adidas’ “Backyard Legends” significantly outperformed Nike’s “Rip the Script” across key effectiveness measures. The analysis draws on three core metrics from System1’s [Test Your Ad](https://system1group.com/test-your-ad). Star Rating predicts long-term market share growth by measuring the emotional response an ad generates. Spike Rating indicates short-term sales potential by assessing emotional intensity and the speed of brand recognition. Fluency Rating measures the strength of brand recognition, evaluating how easily viewers can identify and process the brand within the creative. Together, these metrics provide a balanced view of both short-term performance and long-term brand-building potential. **The Difference Between Casting Celebrities and Using Them Well** One of the most common assumptions in modern marketing is that more famous faces lead to more effective advertising. The reality is more nuanced. System1’s research consistently shows that celebrities are highly effective at generating immediate attention. However, long-term brand growth depends on whether those celebrities meaningfully contribute to the story being told. The most effective campaigns create a natural fit between talent and narrative. When celebrities are woven into a story that aligns with their public personas, they help strengthen emotional engagement. When they are not, audiences often remember the celebrity more than the brand itself. This is where Adidas’ approach stands out. In “Backyard Legends,” every personality serves a clear role within the narrative. Lionel Messi represents soccer excellence and credibility. Lamine Yamal, Jude Bellingham and Trinity Rodman symbolize the future of the game. Bad Bunny reinforces soccer’s cultural significance across Latin audiences. And Timothée Chalamet serves as a cultural bridge for newer soccer fans, particularly in the United States. Importantly, these personalities are united by a clear and easy-to-follow story that reimagines Adidas’ iconic [“Jose+10”](https://www.youtube.com/watch?v=LfEGxyS7_8g) World Cup campaign for a modern audience. Rather than feeling like a collection of celebrity appearances, the fresh work feels like a single idea brought to life through multiple perspectives. That consistency helps strengthen brand ownership of the scenario. The approach feels unmistakably Adidas. Just as importantly, the celebrities are embedded within the community. They participate alongside fans rather than standing apart from them. The result is a story built around collective celebration and shared passion rather than individual star power. Nike’s campaign also features an impressive roster of recognizable athletes and personalities. However, the sheer density of celebrity appearances can create a different outcome. Fast-moving scenes, multiple locations and a constant stream of familiar faces make the narrative harder to follow. Audiences are more likely to remember individual moments than a cohesive story. In some cases, the celebrities themselves risk becoming the primary takeaway. At times, the campaign leans on familiar archetypes and stereotypes rather than allowing personalities to feel authentically connected to the world of the ad. The result is a campaign that commands attention but can struggle to create emotional cohesion. The takeaway for marketers is straightforward: Celebrity talent works hardest when it serves the story. The best celebrity campaigns make talent feel essential to the narrative rather than additive to it. **Soccer Culture Beats Soccer Spectacle** Another key difference between the campaigns lies in how they interpret soccer itself. Adidas focuses on soccer as a cultural and community experience. The campaign celebrates backyard games, street soccer, local pride and the accessibility that makes the sport unique around the world. These are recognizable experiences that feel rooted in how people actually engage with soccer. By revisiting and modernizing the Jose+10 concept, Adidas also builds on an idea that already carries emotional equity. Rather than creating something entirely new, the brand evolves a familiar platform that audiences can quickly recognize and emotionally connect with. This matters because emotional response is often driven by recognizable human experiences. Consumers connect most strongly with stories that feel familiar, authentic and relatable. And soccer is not simply an elite competition. It is aspirational. It is about belonging, participation and community. Nike takes a different approach. “Rip the Script” focuses heavily on challenging convention and rewriting expectations. The ambition behind the idea is clear and the creative execution demonstrates strong craft. However, the message can feel more abstract and less immediately relatable than the cultural experiences depicted in Adidas’ work. Multiple storylines compete for attention throughout Nike’s ad, making it harder for audiences to arrive at a single emotional payoff. This difference is reflected in consumer response. Adidas’ 40-second U.S. version achieved a 3.1-Star Rating, indicating stronger long-term growth potential despite operating within the same cultural moment as Nike, which tallied more than a full Star lower. The lesson is not that spectacle lacks value. Rather, cultural relevance often creates stronger emotional connection than spectacle alone. **Distinctiveness Works Best When It’s Fluent** Distinctive advertising is essential for building brands. But distinctiveness only works when audiences can easily process and understand what they are seeing. System1’s research on Fluency consistently shows that memorable creative requires clarity. Consumers should not have to work hard to understand a brand’s message. Adidas demonstrates this balance particularly well. The campaign combines strong branding cues, familiar soccer environments and recognizable personalities playing clearly defined roles. Everything supports a single narrative direction. The result is strong Fluency performance. Adidas achieved a Fluency score of 87 in the U.K. and 81 in the U.S. Part of this success stems from the campaign’s connection to the “Jose+10” platform. Because audiences can quickly understand the premise, Adidas benefits from years of accumulated emotional associations while continuing to evolve the idea for a new generation. Nike’s campaign scored lower on Fluency, tallying 57 in the U.K. and 65 in the U.S. The dense storytelling, rapid transitions and multiple narrative threads require more cognitive effort from viewers. While this complexity can create intrigue, it can also make it harder for audiences to retain brand messages. There is also an opportunity to leverage more of Nike’s own creative heritage. Historic campaigns such as [“Airport”](https://www.youtube.com/watch?v=wP5Ye5-LES8) demonstrate the power of simple, distinctive ideas that remain emotionally resonant decades later. Reimagining those established creative assets for modern audiences could provide a stronger foundation for future storytelling. The broader takeaway is an important one. Fame comes from being noticed. Growth comes from being remembered. **The Long-Term Growth Opportunity Brands Often Miss** One of the biggest misconceptions in marketing is equating attention with effectiveness. Attention is valuable, but attention alone does not create long-term growth. Effective campaigns create immediate engagement while simultaneously building future memory structures that influence purchasing decisions over time. Adidas’ campaign succeeds because it combines several key drivers of effectiveness: - Strong emotional storytelling. - A clear and consistent role for the brand. - Distinctive positioning rooted in soccer culture. - Effective celebrity integration. - An accessible and easy-to-follow narrative. Together, these elements create a campaign that audiences can emotionally participate in rather than simply observe. That is a valuable lesson far beyond soccer. Major cultural moments reward brands that help consumers feel connected to the experience. The strongest campaigns make audiences feel like part of the culture rather than spectators watching it unfold. **What Nike Still Gets Right** While the comparison highlights meaningful differences in effectiveness, it is important not to reduce the discussion to a simple winner-versus-loser narrative. Nike remains one of the world’s strongest cultural marketers. The brand consistently shows up in major cultural moments. Its out-of-home executions around marathons and city events frequently dominate public spaces. Its ability to generate conversation through scale and visibility remains exceptional. And its long-standing investment in broader cultural conversations, including women’s sports, continues to influence the industry. These strengths matter. Showing up consistently helps brands maintain cultural relevance and stay top of mind with consumers. However, visibility alone does not guarantee emotional effectiveness. Ultimately, creative execution determines whether attention translates into meaningful brand growth. **The Real-World Marketing Lesson** The contrast between Adidas and Nike illustrates a broader truth about creative effectiveness. Winning attention is increasingly easy. Winning emotional connection is much harder. The brands most likely to drive long-term growth are those that combine distinctive assets, culturally relevant storytelling, fluent creative execution, and purposeful celebrity integration. Adidas’ performance during this World Cup cycle demonstrates the power of bringing those elements together in a single cohesive idea. For marketers, the lesson extends far beyond soccer. The World Cup may be one of the world’s biggest stages, but the principles that drive effectiveness remain remarkably consistent. Consumers remember stories that make them feel something. Brands that understand that reality are the ones most likely to win long after the final whistle. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings, Sports **Tags:** Adidas, Nike, System1, World Cup **Sections:** Entertainment, Trending --- ### [Why Every Agency Needs Its 'Slow Horses'](https://musebyclios.com/musings/why-every-agency-needs-its-slow-horses/) **Published:** July 10, 2026 **Author:** David Gianatasio **Content:** In 2024 I stopped dreaming. The to-do list was growing exponentially, full of operational tasks, timely problems and the other things that keep the lights on. There wasn’t much time for dreaming. So I did what you probably do when you’re overwhelmed—I turned on the TV. I started watching *Slow Horses*, the Apple TV+ spy thriller in which the agents who’ve made career-ending mistakes are given something of a second chance. They aren’t bad agents, just bad at fitting into a system that doesn’t know what to do with them. Something clicked. Most agencies optimize for the top right of the [9 Box Grid](https://www.personio.com/hr-lexicon/using-the-9-box-grid/). High performance, high potential. But the *Slow Horses* would never have survived a 9 Box. They’re too difficult, too curious. They push back instead of going with the flow and ask questions that annoy colleagues and leave leaders exasperated. And yet (spoiler alert) in the end they solve the problems no one else can. These are the kind of people that give me energy. So, I decided to build my own Slow Horses. My roster of agency misfits included former fashion and skate writers, podcasters and publishers, a former editor-in-chief and a new breed of art director. But they did have a few things in common: They asked so. many. questions. They didn’t care about how things had been done, and they weren’t afraid to say, “I don’t know.” They were challenging idealists who refused to settle for just “good” work. To be honest, when I brought them together, I didn’t have a task in mind, beyond just, “Where do we go next?” So, we spent our first few sessions exploring, questioning and asking how we felt about the work we do and the way we do it. What’s working, what’s not, what’s satisfying and what’s annoying. There was no hierarchy, no wrong way—and eventually, a goal emerged. What’s our new story? How do we talk about ourselves on the verge of our second decade as an independent agency? I won’t bore you with the output. But I urge you to find your Slow Horses and give them ample space for creative exploration outside of their to-do list. The future is shaped by those who do things differently. Our job isn’t to protect the organization from these people, but to get out of the way and let them help shape it. These are the rules: ### No Hierarchy Leave titles at the door. Slow Horses are peers, operating on the same level regardless of where they stand within the organization. The beauty of the process is hearing from a spectrum of voices and giving everyone the confidence to share even the silliest thought. For our first *Slow Horses* group we had employees who ranged from very senior with 7 years of tenure at Day One to a brand-new creative, in the agency for two weeks. During meetings, it was important to make sure all voices were heard and to reinforce a shared mission regardless of traditional seniority. ### Open Ended = Open Minded Brief the ambition, not the operational task at hand. This is an era of to do lists and maximized efficiency, but what we all need is time intentionally set aside for deep thinking. This is how we grow, how we problem solve, how we improve. Marinating in the exploratory phase is imperative. In total, each Slow Horses group has about 8 weeks or more together. During the first 3 or 4 sessions we’re not concerned with the output, but more with the conversion. Sitting in the challenge and talking about it outside of perfect pitches. We’ve had team members hand draw mind maps, gather reference images, deep dive into braindump word docs. The goal early is all about sharing and finding new headspaces to operate in. ### Get Together Create a welcome space in which everyone’s eager to bring their perspective, to create in conversation. Being in this team should feel like an honor. It should be fun. It was often the best part of my day, and I think most of the group would say the same. These meetings are always an hour and likely a slower pace than more urgent deliverable based check-ins. We encourage the group to be in person where possible and to turn off email, Slack or other distractions if they are remote. A rarity today when we replace multitasking with single minded focus. ### Still Needs Answers This is purposely a curious and contrarian group given exploratory time, but even it needs to reach a conclusion. Eventually, thoughts will converge and ideas will crystallize. About halfway through the process I like to identify an unspoken ‘leader’ to take control and move the open forum to more actionable output. They become the “Cartwright” of the group, focused on keeping the why on track, or they purposefully lean into newly emerging directions. It is their call what the output is, but no matter what they take on the responsibility to make sure things firm up toward the end and ensure we’ve all accomplished something impactful. The operational tasks might keep the lights on today, but initiatives like Slow Horses keep them on tomorrow. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings **Tags:** Day One Agency **Sections:** Community Voices, Entertainment --- ### [Inside the Battle for the Soul of Healthcare Creative](https://musebyclios.com/partner-content/inside-the-battle-for-the-soul-of-healthcare-creative/) **Published:** June 18, 2026 **Author:** David Gianatasio **Content:** “You’re throwing your career away.” Those are the words I remember most from my previous employer, after giving notice to start 21GRAMS. It didn’t bother me. It was a little cliché, but I took it as tough love. Their way of telling me I was blowing up a coveted opportunity at one of healthcare’s most creative agencies. But truthfully, I was struggling with what a “creative agency” meant in healthcare. It mostly came down to awards; and clearly, the definition was bigger. But awards weren’t the problem. Recognition incentivized creativity, pushing advertising to push itself. An effective carrot, leading agencies to break new ground and constantly evolve what brands could be and do. Except, in our corner of this universe, no matter how many Lions we stacked on our shelves, they couldn’t hide the elephant in the room. The regulated work clients paid us for was stuck. And for decades, it had followed the same formula: generic people doing generic things or overwrought metaphors; paired with 10 pounds of information, plus 10 more of branding, in a 5-pound bag. The potential of an industry that felt so personal, with such built-in emotion and consequential stakes, seemed to be neglected. Thrown away. And no one was all that interested in changing it. So no, I wasn’t concerned about my career. I was concerned about my industry. Soap brands were thought-provoking. Sneaker brands were inspiring. And medicine brands got made fun of on Saturday Night Live. While healthcare creatives practically bowed to CDs in other industries, saying, “You work on Burger King? I’m so jealous.” You work on cancer. Pull yourself together. I guess what I was yearning for was common sense. And it was right there, in a simple question: Is it more important for fast food or health to be interesting and memorable? Swap fast food with almost any other industry, and your answer should be the same. Health is the most important thing we have. Which to me, and many others, meant (and means to this day) that creativity should matter more here than anywhere else. Because it’s one of the few areas of advertising where, every day, we have an opportunity to create an idea that can change actual lives, on behalf of a brand. To put that in perspective: By doing great work in healthcare, we can make a condition more bearable. Or entertain people into remembering complex information. Or simply help them feel seen in their most vulnerable moments. It’s beautiful, really. And all those things would be good for both the audience and the business. Yet, for however long this industry’s been around, healthcare is rarely talked about like this. And if it were, you’d see it in the work. But I sense that you’re thinking, “If it were only that easy. You’re leaving out one very important limitation. Regulations.” Or maybe, just maybe, regulations become healthcare marketing’s favorite scapegoat. The rules are there to prevent drugs from overpromising what they can do and from burying risks. Most of us (agencies and clients alike) don’t want to do that anyway. Regardless, that handcuffs claim. Not imagination. Don’t believe me? Read the warning letters. Or have AI read them for you. Because history shows that Mr. and Mrs. Smiles Too Much, pedaling a tandem bike, are much more likely to get a marketing team in trouble than resurrecting a 17th century German doctor (literally, from the grave) to teach patients about a treatment for a disease that was named after him. Yes, that really happened. You may know this campaign as [“Friedreich’s Back”](https://www.realchemistry.com/what-we-do/work/friedreichs-back/) for people with Friedreich’s Ataxia. It’s funny. It’s human. It’s effective. Without a single broken rule or client who said, “You know what this genetic disease could use? A likeable zombie.” It may sound out there, but if we had gone too serious or touchy feely, it would have been condescending. The situation patients were in felt heavy enough, and in this case, the levity was a breath of fresh air. “But our clients are conservative,” you say. Are they? Maybe that’s just a stereotype that stops us from presenting our best ideas. The entire crux of 21GRAMS has always been to understand our audiences better than they understand themselves; to create work that gets them. When you do that, clients are open. Not because they have some natural desire to be brave, but because it’s insightful, on strategy and likely to be effective. The risky idea isn’t risky at all. And when those go well, clients want more. Even the kind you once labeled “conservative.” So, if the usual reasons aren’t really the barrier they’ve been built up to be, what’s getting in our industry’s way? The answer might surprise you: healthcare agencies. Let me explain. Awards, as mentioned earlier, incentivize creativity. Which is a good thing. And when Cannes introduced Pharma Lions and Health & Wellness Lions in 2014; the thought was that it would lead to a creative renaissance on our side of advertising. And it did. Sort of. See, winning was a huge boost to an agency’s reputation. Especially Agency of the Year. Because that agency could tell clients and talent that they were the most creative healthcare agency in the world. And if you were a CCO or an ECD, there was pressure to show up. That’s when “the game” started to become more important than the work. Certain healthcare agencies played it aggressively. I won’t get into all the tactics they use to gain an unfair advantage, because that seems petty and unproductive. But the shows police it as well as they can, and we’ll leave it at that. The real issue is, the game has never favored regulated, paid-for client work. There, the degree of difficulty for great ideas to see the light of day is higher than anywhere else in advertising. It has to pass multiple regulatory reviews and other unexpected shrapnel; while fighting off death by a thousand cuts like a scene from Kill Bill. And if it survives, unscathed enough to be award-worthy, it gets to compete against unregulated work funded by an agency. Which amounts to what can be categorized as a professionally done student project. The consequence of this is that there’s no incentive to do great regulated work. It’s harder, puts you at a disadvantage, and if you don’t waste your best talent grinding it out on client work—you’re much more likely to get the glory. Which is good for new business, reputation, etc. Clients don’t make the distinction or realize it has little to do with the work you do for them. “But what about Pharma Lions?” I pretend you ask. “Surely, it’s for the best regulated work in the world. If not, why exist?” Well, last year I asked the same question. And credit to the Cannes Lions team, they entertained it. So why, in 2026, does Pharma Lions still have a gaping loophole for unregulated work? They discussed with other creative leaders from healthcare agencies, who apparently objected. And I’ll let you draw your own conclusions as to why. Despite it all, I’m optimistic. Why? We’ve been working on an experiment. To incentivize the industry to do great work for clients, one of the goals of 21GRAMS (from the beginning) was to prove it could consistently be done. There’s never been a special team working on awards. Just special teams working on brands across the agency; trying to create the best work of their careers, to build a connection between our audiences and medicine. Each time, pushing the industry forward in almost invisible ways that add up. Ninety-five percent of the shortlists and statues we’ve won, at every international show, have been for client work. Breaking through, specifically, at Cannes in 2025. Where (despite the unregulated loophole) our work was over a quarter of the Pharma Lions shortlist. Across 7 distinct clients, by 7 different teams. 4 of which were branded, with fair balance and all. Including the first Gold Lion in over a decade for branded pharma work. Did we win Healthcare Agency of the Year? No, and that’s okay. But the agency who won didn’t even shortlist for regulated work. And they got to tell their clients that they were the best in the world, as if it was work they’d do for them. And that seemed like a bait and switch. But still, that isn’t the story. The story is the opportunity in front of us. If you work at a healthcare agency; know that we are at a watershed moment, where we can elevate an industry that lives depend on. I think most of you will agree that that’s long overdue. So please, make your client work your best work. You’ll win a little less, maybe. But the impact you’ll have will be immeasurably more. All you have to do is remember that the standard shouldn’t be lower because this is health. It should be higher because there’s more at stake. And to me, that was more important than the possibility of throwing my career away. Because what good is working your way to the top of something you can’t help make better, at scale, without taking that leap? In the long run, for any of us, it will feel more fulfilling than any accolade. But it will take more than a person and more than an agency. Because what our industry’s legacy is, will take all of us. 21GRAMS is there for it. Here’s to hoping you will be too. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Partner Content **Tags:** 21Grams **Sections:** Community Voices, Lifestyle --- ### [These Album Covers Captivated a Generation at the Dawn of the Century](https://musebyclios.com/art-of-the-album/these-album-covers-inspired-a-generation-at-the-dawn-of-the-century/) **Published:** July 9, 2026 **Author:** David Gianatasio **Content:** In 1999, I was studying film at Emerson College in Boston. Y2K hysteria was just around the corner, and we were still a few years out from Napster upending the music industry. Some would argue that this era was the last hurrah for the art of the album cover. That’s not to say there haven’t been great sleeves since, but we absorb this type of art much differently now than we did back then. At the turn of the century (and a few years beyond), we had Tower Records, listening stations, headphones and, most importantly, imagination. “Who is this band?” you’d think as you shuffled between albums late at night with other like-minded kids, each of you siloed off in your own world. It was quite lovely. The only thing between you and the artist was this cover staring back at you. It spoke volumes about the thing you were listening to. There was no greater influence on a record’s concept than the thing that introduced it to the world. When I think back to this pivotal time, these are the six record covers that had the most influence on me. ### Wilco, *Summerteeth* (1999) Some would argue that this record was the beginning of the end for Wilco. And while some endings tragically dismantle what was once beautiful, others reimagine what could be and birth something quite unimaginable. In the case of *Summerteeth*, this is the record that spawned Wilco’s masterpiece, “Yankee Hotel Foxtrot.” That said, *Summerteeth* deserves its due, if only for being so bravely reflective of its own circumstances. Here we have a record cover that’s approaching a mental breakdown. If you stare at it long enough, you’ll see the part of you that’s trapped inside, perfectly aligned with the tragedy of transformation. The cover has a striking resemblance to the mental fragility of someone on the verge. It’s a head, a moon, or a bubble being blown, waiting to burst, via Chicago. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/07/09083314/Wilco-Summerteeth.jpg)### Elliott Smith, *Figure 8* (2000) At the turn of the century, Elliott Smith had moved to cult-like status in my brain. *Either/Or* sketched a small groove into my soul, and it would go on to move me for years to come. His last and most ambitious album, *Figure 8*, would become my guiding light as far as visual aesthetics were concerned. This particular cover, a circular swoosh behind a formidable yet lonely hero, spoke volumes. It made me feel less alone. Was he in or out of balance? Is he the connecting knot or the obstruction? And does it matter if he doesn’t know? Autumn De Wilde’s photo, mixed with the visual cues, gained a heavier truth after Smith took his own life a few years later, down the street from where they captured this image. In hindsight, the visual and lyrical cues are all there. Since his death, many have made the pilgrimage, including yours truly. Next time you’re by the corner of Sunset and Fountain in L.A., look around. It’s still as beautiful as ever. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/07/09083546/Elliott-Smith-Figure-8.jpg)### Death Cab for Cutie, *We Have the Facts and We’re Voting Yes* (2000) When I first saw this cover staring down at me from a Tower Records store window, I didn’t quite know what to think. Two runners, Death Cab for Cutie, scattered polkadots—and I guess I’m voting? I went inside, found the listening station and put the headphones on. Suddenly, the soft-textured guitars came into play with that vulnerable vocal delivery, with emotionally charged word salad spinning into my brain. It was, uh, beautiful. Should I run? Because I want to run away with this band and find meaning. Slow, brooding, earnest without cringe. It’s an afterparty winding down, or a relationship falling apart. Were they running away from or toward something greater? Finally, it came into focus: running from so much damage isn’t a bad idea. Sometimes it’s the only way to survive. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/07/09083905/Death-Cab-For-Cutie.jpg)### Guided by Voices, *Isolation Drills* (2001) By the time 2001 rolled around, things were getting interesting, and Ohio’s beloved Guided by Voices were caught in the middle of a music industry shit show. *Isolation Drills* was their attempt to define an underground band as commercially viable. How many years could they stay underground? That said, there was always something wild and uninhibited about Robert Pollard’s collages that provided the visionary mark of GBV’s previous releases. *Isolation Drills* was one of the first and last GBV record covers designed by someone other than Pollard. Was it a collage? Well, yes. Was it art? Uh, I guess? Did it miss the mark? Yes! While it represents a shift in the band’s musical journey, it also shows how album art can become an afterthought. And to me, this cover always felt like the last gasp of an industry going to shit. GBV was inherently raw, yet this cover is overtly clean. The lines are nice. The planes are nice too. GBV’s previous covers had lo-fi depth, yet somehow this cover trades lo-fi love for perfectly placed planes. Was it a reflection of the band or the industry as a whole? Why were all these labels trying to keep us caged when we wanted to be free? Sometimes you have to see it to believe it. And I’m guessing that’s why Pollard went back to doing the artwork afterward. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/07/09084118/GVB-Isolation-Drills.jpg)### Spoon, *Girls Can Tell* (2001) In 2001, Spoon’s story was a movie in the making. Three years earlier, they signed to Elektra Records, released one album and were subsequently dropped in the coming months amid a messy dispute with the label’s head, Sylvia Rhone. The band retreated to Austin, Texas, and in 2001 released their timeless gem *Girls Can Tell*. The cover, simple in its concept, says more about this record than any review I read. It’s blurred lines spinning as the record dances on a turntable, nearly over before the needle gives way. A vinyl disc when the world was going digital. A long player when the world was obsessed with a single. Elektra couldn’t find a hit, but the band stumbled upon something much bigger: a voice. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/07/09084325/Spoon-Girls-Can-Tell.jpg)### Interpol, *Turn on the Bright Lights* (2002) By the time this record hit in 2002, the tide in the industry had shifted. *Turn on the Bright Lights* came rushing into the world like a hazy beacon of post-punk angst and city-drenched dreams. The cover, a lonely structure illuminated in red, softly fading into the nothingness below, not only encapsulated the band’s vibe but infused a sense of spirit into the lyrical musings of its lonely singer. For anyone who thinks that nothing good happens after 11 p.m., you’ve never listened to this record from front to back. And many nights I did, staring at this cover, stoned and alone. While it didn’t necessarily make me want to move to the city and howl, it did make me yearn to drift quietly around the edges and listen for the burn. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/07/09084355/Interpol-Turn-On-Your-Bright-Lights-copy.jpg) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Art of the Album **Tags:** ALBUM ART **Sections:** Community Voices, Entertainment --- ### [Sylvain Tron of CYLNDR Studios Explains His 'Maker-First' Model](https://musebyclios.com/2-minutes-with/sylvain-tron-of-cylndr-studios-explains-his-maker-first-model/) **Published:** July 12, 2026 **Author:** Shahnaz Mahmud **Content:** [Sylvain](https://www.linkedin.com/in/sylvain-tron-59822742/) is managing director of CYLNDR Studios. His career spans independent film, projects for directors Greta Gerwig and Werner Herzog, and campaigns for agencies including R/GA and Havas. We spent two minutes with Sylvain to learn more about his background, his creative inspirations and recent work he’s admired. Sylvian, tell us … ### Where you grew up, and where you live now. I grew up in Gap, a small town in the French Alps. I currently live in Los Angeles. ### A moment from high school or college that changed your life. In the middle of junior year, I came to the U.S. for a couple of weeks as part of a language program. After a few days, I called my parents and told them I was staying. Being in the U.S. just felt right. I dropped out of my French high school and moved to New York. You could say I’m still kind of in that language program, nearly 30 years later. ### A book, movie, TV show or podcast you recently found inspiring. [*A Violent Masterpiece*](https://www.goodreads.com/en/book/show/239680410-a-violent-masterpiece) by [Jordan Harper](https://www.amazon.com/stores/author/B009BXPJEY/about?ccs_id=b0ac1b13-ca69-4daf-a0f5-9882aa5be504). It’s an incredible L.A.-based novel that intertwines the lives of an ambulance-chaser lawyer, a concierge to high-net-worth individuals and a low-grade streamer/journalist. It’s a visceral commentary on modern L.A. that the author calls “every city in America.” It gave me a lot to think about. An exposé on Los Angeles disguised as a crime book. ### Your production company has a ‘maker-first’ model. Please expand on this. Ideas are shaped by how they actually get made. The goal is to eliminate the friction created by handoffs between strategy, creative and production that often lead to a disconnect between the idea and final output. CYLNDR Studios’ model eliminates these gaps by integrating makers into the concepting phase, resulting in stronger, more culturally relevant work. The studio is also investing heavily in applied AI. The company’s approach to AI is framed more as a full business transformation than a standalone capability. ### A recent project you’re proud of. The [work](https://cylndr.com/work/meta-oakley-glasses) we did for [Meta and Oakley](https://www.meta.com/ai-glasses/shop-all/?utm_productname=oakley&utm_source=gg&utm_medium=ps&utm_campaign=22853235015&utm_term=meta%20and%20oakley&utm_content=774260596929&utm_ad=182726588785&utm_location=9003172&utm_location2=&utm_placement=kwd-2494526056717&utm_device=c&utm_matchtype=b&utm_feed=&utm_adposition=&utm_product=&ads_rl=9213737374&&gclsrc=aw.ds&gad_source=1&gad_campaignid=22853235015&gbraid=0AAAAAo_xvTnu0Jhxoxy88pszyKjfxB2Ra&gclid=Cj0KCQjw9ZLSBhCcARIsAEhGKgP-ZDISIdzxYvteMmzAXMFm0nDM2CZsx-wkqG6txZnoXuhjvSO8S5EaAgawEALw_wcB) at the end of last year is something I keep coming back to. We tapped skate culture icons to create a series of cinemagraphs and films in L.A. that made the tech feel native to the culture rather than the other way around. ### Your main strength as a creative person. Movement and positivity. I’m always moving forward, and I understand that you need to start by putting one foot in front of the other. That lets me celebrate wins and move on from setbacks equally. I’m an optimist at heart and can always find the half-full part of the glass. ### Your biggest weakness. In direct contrast with that last answer: I’ve been known to get excited and try to do too many things at once. ### What you would be doing if you weren’t working in the creative sphere. I might have gone all in on poker. I had a brief stint in the late 2000s where I played professionally and could eventually come back to that. I still play in the [World Series of Poker](https://en.wikipedia.org/wiki/World_Series_of_Poker) every summer and stay sharp just in case. Poker is surprisingly useful when running a creative company. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:daveg@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Advertising **Tags:** CYLNDR Studios **Sections:** Community Voices, Entertainment --- ### [Strategist Chanée Hylton on Crafting More Compelling, Representative Creative](https://musebyclios.com/black-tea/strategist-chanee-hylton-on-getting-to-more-compelling-representative-creative/) **Published:** December 18, 2024 **Author:** Amy Corr **Content:** Play In this week’s season finale, #BlackTea speaks with Chanée Hylton, a creative marketing strategist based in Brooklyn. Chanée describes her non-traditional path to advertising and breaks down key elements of a strong marketing strategy. Chanée emphasizes the importance of strategists letting creatives use their insights to craft the final message. She highlights the unique perspective Black women bring to advertising due to their cultural richness and lived experiences. Hear how becoming a mother has made Chanée more efficient and focused at work, reducing procrastination and imposter syndrome. Plus, you’ll want to find out about Melanin Moi, a Black beauty community Chanée co-founded to address the lack of resources for Black women. Get into it! [Click here for more Black Tea.](https://musebyclios.com/category/black-tea/) ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Black Tea **Tags:** Laundry Service **Sections:** Community Voices, Trending --- ### [Young & Laramore's Trevor Williams: Turning a Good Idea Into a Great One](https://musebyclios.com/2-minutes-with/young-laramores-trevor-williams-turning-a-good-idea-into-a-great-one/) **Published:** July 5, 2026 **Author:** Shahnaz Mahmud **Content:** [Trevor ](https://www.linkedin.com/in/trevor-williams-8b498b6/)is a principal and ECD at Young & Laramore. We spent two minutes with Trevor to learn more about his background, his creative inspirations and recent work he’s admired. Trevor, tell us … ### Where did you grow up and where do you live now. I grew up on the Kansas side of Kansas City. Cut my advertising teeth there—learning the fundamentals before being recruited to [D’Arcy](https://en.wikipedia.org/wiki/D'Arcy_Masius_Benton_&_Bowles), St. Louis, to work on [Skittles](https://en.wikipedia.org/wiki/Skittles_(confectionery)). A few years later, I was introduced to [Young & Laramore](https://yandl.com/)—this quietly brilliant, mid-sized agency in Indianapolis. The work was smart, but it was the people behind it that I fell in love with. I thought it’d be a great, two-year steppingstone opportunity. That was 24 years ago. ### A moment from high school or college that changed your life. Getting on the bus and sitting next to [Kevin Conard](https://www.planningretirements.com/retirement-team/wealth-managers/kevin-conard/) in 8th grade. What started as a random seat assignment turned into a lifelong friendship and creative partnership. In college, he helped shift my focus from design to art direction and ultimately got me my first agency job—as his partner. He’s since gone on to build and sell a successful retirement planning company, but we still chat weekly. He’s one of the few people whose advice I trust across the board—financial and otherwise. ### A book, movie, TV show or podcast you recently found inspiring. [*Project Hail Mary*](https://en.wikipedia.org/wiki/Project_Hail_Mary_(film)) was a great film. Optimistic. Funny. Beautiful. Also, I’m not immune to a great [Gosling ](https://en.wikipedia.org/wiki/Ryan_Gosling)performance. ### A recent project you’re proud of. [Paddletek](https://www.paddletek.com/?gad_source=1&gad_campaignid=22376108090&gbraid=0AAAAA-bL97gM3Dj-FflP-39n6MJVPtTK6&gclid=CjwKCAjwmJjSBhB-EiwAkZgxi-d3-qaRxDeNbdhTQbXJ_v83Eee5eOZVaAj36HDw7V25AIQSCUJl7BoCDS0QAvD_BwE) – [“Not a Real Sport” ](https://yandl.com/brands/paddletek/not-a-real-sport)campaign. This one hit a nerve in the best way. Pickleball is exploding, but there’s this persistent skepticism around whether it’s even a “real” sport. We leaned into that tension and turned it into a confident, culturally aware platform for the brand. ### Your main strength as a creative person. I bring a high bar and I stay with the work long enough to make sure it clears it. My strength is helping teams take a good idea and pushing them to make it great. ### Your biggest weakness. That same high bar. It can slow things down or create pressure. I consistently need to find the balance. ### What you would be doing if you weren’t working in advertising. Running a retail pickleball shop. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:daveg@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Advertising **Tags:** Young & Laramore **Sections:** Community Voices --- ### ['47 Takes Over Storied South Philly Bakery for MLB All-Star Week](https://musebyclios.com/sports/47-brand-takes-over-storied-south-philly-bakery-for-mlb-all-star-week/) **Published:** July 8, 2026 **Author:** Shahnaz Mahmud **Content:** To celebrate [MLB All-Star Week ](https://www.mlb.com/phillies/fans/all-star-game)in Philadelphia, [’47 ](https://www.47brand.com/?nbt=nb:adwords:g:184415430:13688247630:689680984300&nb_adtype=&nb_kwd=47%20brand&nb_ti=kwd-34635392017&nb_mi=&nb_pc=&nb_pi=&nb_ppi=&nb_placement=&nb_li_ms=&nb_lp_ms=&nb_fii=&nb_ap=&nb_mt=e&utm_medium=cpc&utm_source=google&utm_campaign=184415430&utm_content=13688247630&utm_term=47%20brand&gad_source=1&gad_campaignid=184415430&gbraid=0AAAAADJULmqOYmISUHLnGCrc1OnGyZJc3&gclid=CjwKCAjwx7LSBhB3EiwAjcodxJQV4ay-Pd54y0P-OntopjgztGc2AK1srFlMD-8H3f2p9KwYBnNTdhoCaWwQAvD_BwE)will transform [Sarcone’s Bakery](https://www.sarconesbakery.com/) into the ultimate pop-up shop rooted in a shared love of history and tradition. The brand has been the official MLB licensee for premium off-field headwear and apparel for nearly 80 years and sought a collaboration to mirror its ideals and history. “What makes ’47 great is its family, heritage, commitment to craft and details,” says VP of marketing Patrick Cassidy. “And when you start to look at it through that lens, Sarcone’s is a shining light, exemplifying those same things.” The South Philly family-owned business has been around since 1918 and has basically kept the same recipes for all those years, Cassidy says. “It’s the same sort of attention and detail and obsessive commitment that goes into making our headwear, T-shirts and sweatshirts—and the graphics that go on them that are hand-drawn by artists. This is two like partners coming together to create a really unique experience.” ![](https://cdn.musebyclios.com/wp-content/uploads/2026/07/07202202/Branded-Tomato-Pie.jpeg)July 13 and 14 will see a hyper-local transformation of Sarcone’s storefront filled with ’47 brand touch points that pay homage to the bakery’s 100+ year neighborhood presence. Customers who purchase food from a special, limited-edition Sarcone’s menu will receive a limited-edition Sarcone’s x ’47 hat and T-shirt. Plus, they can customize their ’47 gear on-site. The initiative adds a personal, community-focused touch, providing added value for the throngs of baseball fans who will be experiencing ’47 Sarcone’s—and potentially South Philly—for the first time. Experiential agency [CNC](https://www.linkedin.com/company/cnc-globalagency/) helped with campaign development. Cassidy believes the next two to five years will see an uptick in bespoke experiences. In the case of the lifestyle brand, these types of campaigns represent a way to bring the warmth, personality and authenticity of ’47 to consumers. They allow the brand to be intentional and thoughtful, contrasting with marketing’s quick hits so prevalent today. “There’s a chance for us to do something special, even in a small footprint,” he says. “There’s actual human craftsmanship and heart that goes into everything that’s being done by Sarcone’s as well as ’47, and I think that means a lot to people today.” ![White T-shirt showing Sarcone's Bakery logo with a baking scene and the slogan 'It's all about the bread'.](https://cdn.musebyclios.com/wp-content/uploads/2026/07/07202217/Sarcons_47_Shirt_Mockup_Back.jpeg)“My hope for those who are being introduced to ’47 in South Philly is that they have a great first impression of the brand, and they understand that we are coming from the same place as this bakery that they have loved for generations,” Cassidy says. ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** Advertising, Sports **Tags:** 47 Brand, MLB All-Start Week Philly, Sarcone's Bakery **Sections:** Entertainment, Trending --- ### [Verizon's Hunk Tops Our 5 Ads of the Week](https://musebyclios.com/advertising/verizons-hunky-hotness-top-the-weeks-5-best-ads/) **Published:** July 9, 2026 **Author:** David Gianatasio **Content:** ### Bestie: The Story Behind Verizon’s Summer Sizzler With Stephen Kalyn Dude’s way too hawt for complicated phone plans. He’d rather keep things simple—and sexy. The *Off Campus* hunk pouts, struts and poses on minimalist sets. At one point, a leather couch comes into play. Millions of viewers and commentators swooned. Smokin’ tongue-in-cheekery from the carrier’s in-house team and director Bardia Zeinali. [Read More](https://musebyclios.com/film-tv/the-story-behind-verizons-smokin-summer-pitch-with-stephen-kalyn/) **And in no particular order…** ### Here’s a Tender Tune From KFC The week’s other minimalist advert isn’t sexy. Not one bit. But YouTube crooner Frank Watkinson scores with a cover of The Cranberries’ “Linger.” File under: Heartfelt. (Odd, but heartfelt). Mother London led creative development. [Read More](https://musebyclios.com/music/heres-a-tender-tune-from-kfc/) ### National Geographic Leans Into Its Famous Design Elements for Museum Intro Nat Geo engaged Terri & Sandy to hype its new Museum of Exploration in Washington, D.C. A ton of stylish OOH appeared all over town, offering fascinating factoids illuminated by NG’s instantly recognizable yellow hue. [Read More](https://musebyclios.com/advertising/national-geographic-leans-into-its-famous-design-elements-for-museum-intro/) ![A person walks down orange-tiled stairs in a subway station beside a large black poster advertising the National Geographic Museum of Exploration about Drake Passage waves.](https://cdn.musebyclios.com/wp-content/uploads/2026/07/08085537/geo-6-1.jpeg)### Bubba Burger’s Yeti Returns—and This Time, He’s Grillin’ Agency Familiar Creatures revives Bubba’s mangy mascot for some backyard buffoonery. Careful with the BBQ sauce, abominable one, or you’ll stain your fur. [Read More](https://musebyclios.com/advertising/the-bubba-burger-yeti-returns-and-this-time-hes-grillin/) ### The ‘Ice Ice Baby’ Parody You Never Knew You Needed? Mug Root Beer turns up the volume for a slice of campy rap-stalgia. Will that awkward buzzword catch on? We hope not. Yung Gravy and the brand’s doofus Dawg headline this howler. Yo, it’s from VaynerMedia. [Read More](https://musebyclios.com/music/the-ice-ice-baby-parody-you-never-knew-you-needed/) Play ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Bubba Burger, KFC, mug root beer, National Geographic, Verizon **Sections:** Entertainment, Trending --- ### [National Geographic Leans Into Its Famous Design Elements for Museum Intro](https://musebyclios.com/advertising/national-geographic-leans-into-its-famous-design-elements-for-museum-intro/) **Published:** July 8, 2026 **Author:** David Gianatasio **Content:** Yellow means go! National Geographic’s warm canary borders are familiar to generations from their appearances across the company’s media platforms. The color scheme’s instantly recognizable and carries special significance, symbolizing the brand’s vaunted reputation as a resource for knowledge and adventure. So, what better iconography for a campaign inviting folks to probe the wonders of the natural world at Nat Geo’s newly-launched [Museum of Exploration](https://moe.nationalgeographic.org/en?utm_campaign=DigitalTabby_MOE&utm_source=Google_Ads&utm_medium=Grant_Search&gad_source=1). Ahead of the Washington, D.C., venue’s June 26 grand opening, agency Terri & Sandy put the brand’s identity front and center, deploying its classic design elements to punctuate the message. “And OOH fit that idea perfectly, because it lets the city itself become an extension of the museum before anyone even walks through the doors,” T&S partner and CCO Amy Ferguson tells Muse. The work packs visual panache across 100+ IRL placements that focus on science, history and education in a fun, sophisticated way. Paid and organic social, digital ads and CTV also feature in the year-long initiative. “Nat Geo’s authority has always come from specificity,” Ferguson says. “So, instead of a vague headline, we used verifiable stats pulled from the exhibits and from the society, the length of a Spinosaurus, the time it’d take to cross a Himalayan storm.” ![](https://cdn.musebyclios.com/wp-content/uploads/2026/07/08085129/geo-7-1.jpeg)“The scale of each execution matches the scale of the fact on display,” Ferguson explains. “Whether a bus-length dinosaur or a corridor-length storm, we worked with the brand to make sure the media placement became part of the storytelling itself.” ![](https://cdn.musebyclios.com/wp-content/uploads/2026/07/08085234/geo-1-1.jpeg)The target audience is “broadly everyone in the D.C. metro area—commuters, families, tourists,” Ferguson says. “That’s intentional. We didn’t want to narrow this down to a ‘museum-goer’ segment, because the idea invites everyone to use their imagination.” “It appeals to that wide a group because almost everyone already carries some personal connection to *National Geographic*, a magazine on a coffee table growing up, a documentary, a photograph that stuck with them. That curiosity isn’t something we have to build from scratch. It’s dormant in most people already. The campaign’s job is just to wake it back up.” ![](https://cdn.musebyclios.com/wp-content/uploads/2026/07/08085351/geo3-1.jpeg)As for leveraging the Nat Geo imagery, “This is the boldest move in the campaign, and it came from a really simple visual brief: How do we use the iconic yellow rectangle to signify or symbolize the museum?” Ferguson says. “The rectangle is one of the most recognizable assets in media, but we wanted to use it in a new way, not just as a frame around a photo, but as the entire message.” “We weren’t sure the client would let us play with scale and perspective the way we did, because the rectangle is so famous and so codified. But that’s exactly the reason to do it. When you have that kind of powerful brand equity, you can afford to stretch how it shows up—consumers will still come along, because the recognition is that deep.” ![](https://cdn.musebyclios.com/wp-content/uploads/2026/07/08085457/geo-5-1.jpeg)Ferguson offers this advice for other marketers mulling a similar play: “Most companies treat their most iconic asset as something precious to protect, so they use it the same way, every time. But if your asset is genuinely that strong, the more interesting move is to test how far you can push it.” And what’s Nat Geo pushing for here, specifically? “The ultimate ask is a visit to the museum. But in the moment, the ask is much smaller: Just pause, and imagine.” ![](https://cdn.musebyclios.com/wp-content/uploads/2026/07/08085537/geo-6-1.jpeg)**CREDITS** AGENCY: Terri & Sandy Co-Founder & CEO: Sandy Greenberg President: Peyton Sutton Chief Creative Officer: Amy Ferguson, Chief Strategy Officer: John Gibson Group Creative Director: Phil Fattore Creative Director: Rafa Oliveira Creative Director: Nuno Teixeira Creative Director: Rob Rutherford Copywriter: Grace Barratt Art Director: Tracy Okafor Account Supervisor: Devin Hauser Strategy Director: Raymond Sein Head of Production: Tina Lam CLIENT: National Geographic Chief Marketing & Brand Officer: Jenn Chick Chief Campus & Experiences Officer: Emily Dunham Vice President Business Strategy & Performance: Chad Blakeney Senior Director Marketing: Julie Paulson Senior Director, Creative Studio: Kara Basabe Editorial Manager: Ted MacDonald ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** National Geographic, Terry & Sandy **Sections:** Trending --- ### [Why Today's Business Climate Yields Big Opportunities for Creative Agencies](https://musebyclios.com/musings/todays-business-climate-yields-opportunities-for-creative-agencies/) **Published:** July 8, 2026 **Author:** David Gianatasio **Content:** The industry is consolidating. Budgets are tightening. AI is reshaping workflows and expectations in real time. Across the business, many leaders are responding by pulling back, reducing risk and defaulting to safer choices. But moments like this are exactly when new models, new thinking and fresh creative energy have the best chance to break through. I believe ambition matters most when the conditions around you suggest you should lower it. Because when expectations are increasingly unreasonable, playing it safe rarely delivers the results clients actually need. **Constraint is a forcing function for sharper thinking** There’s a tendency in advertising to associate great creativity with abundance: bigger budgets, longer timelines, fewer limitations. In reality, constraint is often the driving force behind sharper thinking. When resources are tighter and expectations remain sky-high, the work has to become more focused, more inventive and more emotionally precise. A little irrational passion can become the difference between work that simply fills feeds and work that genuinely moves culture. That’s why I think it’s dangerous for agencies to become overly cautious in this climate. Safe ideas may feel strategically responsible, but they often fail to create the impact brands are under pressure from clients to deliver. The opportunity right now is to approach challenges with more conviction, more swagger and a clearer point of view. Our “Backyard Legends” campaign for Adidas is a good example of that mentality. The work intentionally blends nostalgia with modernity and combines long-form storytelling with a contemporary connection strategy built around earned media and creators. We wanted the campaign to build organic momentum before paid media even entered the picture. That required creative confidence from the start. Not confidence for the sake of ego. But confidence in the power of bold, emotionally resonant ideas to cut through. **Investing heavily in senior talent is counterintuitive; that’s why we’re doing it** Another belief I feel strongly about is investing in senior talent, even when much of the industry is optimizing for efficiency. Increasingly, experienced creative and strategic talent want to stay closer to the work, closer to clients, and closer to decision-making. They want to operate with more ownership and more direct impact. For newer agencies, that creates an opportunity to build differently. Instead of relying on heavy layers and slow-moving structures, we can design teams that are senior-led, highly collaborative and deeply embedded in client business challenges from the beginning. That proximity creates better work and stronger partnerships. Technology is transforming the industry, but experienced judgment, creative instinct and human perspective remain incredibly valuable. **Clients need more help than ever before** There’s a narrative that clients are relying less on agencies today. I actually think the opposite is true. Marketing has become dramatically more complex. Brand leaders are navigating fragmented channels, rising performance pressure and increasing demands from leadership teams to prove ROI. In response, many clients have become more fluid in how they work with partners. But beneath that is a growing need for an outside perspective. The role of the modern agency is not to replace internal teams. It’s to bring ambition, clarity and a fresh lens to the table. Sometimes that means challenging assumptions. Sometimes it means helping clients look beyond incremental gains and toward ideas capable of creating disproportionate impact. Few agencies are currently structured to offer a truly senior consultative partnership without the heaviness of traditional models. That’s where I believe there’s real opportunity. Clients don’t just need execution. They need partners willing to bring energy, conviction and creative bravery back into the conversation. **Fighting crazy with crazy** The conditions shaping the industry right now may feel uncertain, but they are also what make it possible to rethink how agencies are built and how great work gets made. The ideas that resonate most, and deliver real impact, tend to come from a willingness to challenge assumptions, stay close to the problem and make deliberate choices rather than defaulting to what feels safe. By challenging the status quo, crisis can be the mother of creativity and invention. In other words, it’s time to fight crazy with Crazy. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings **Tags:** lola USA **Sections:** Community Voices --- ### [Bubba Burger's Yeti Returns—and This Time, He's Grillin'](https://musebyclios.com/advertising/the-bubba-burger-yeti-returns-and-this-time-hes-grillin/) **Published:** July 7, 2026 **Author:** David Gianatasio **Content:** If your backyard security camera captures footage of a yeti at the BBQ grill, you better pray it’s just a commercial. Which brings us to Bubba Burger’s [not-so-abominable snowman](https://musebyclios.com/advertising/yeti-and-space-alien-debate-the-reality-of-bubba-burgers/), who stages a comeback in silly spots from the aptly named Familiar Creatures. Dude’s mission is to “widen awareness” of the frozen fare and tempt more shoppers to try the freezer patties, agency co-founder Dustin Artz tells Muse. “By focusing on the summer grilling season we’re meeting them where they are,” he says. “And knowing these will only live on social, we needed to create thumb-stopping content that will get their attention and break up their feed. Using humor works with the playful name and spirit of the brand and is a smarter way to talk about product attributes.” “It was shot in summer in Richmond, Va. Nearly 100 degrees. By a grill. That’s a lot for a hairy yeti,” Artz recalls. “It took 4 hours to get the actor into costume and makeup. The yeti wore a cooling suit underneath and had to frequently hang out in a garage to keep cool.” “To top it off, a storm blew in, ending the day early. Agency, client, cast and crew frantically wrapped the set in the pouring rain. It was a great team effort all around!” **CREDITS** Client: Bubba Burger Creative Campaign: “You Bubba Believe It” VP of Business Development, Bubba Foods: Jamie Sakin Creative Agency: Familiar Creatures Co-Founder / Creative Director: Dustin Artz Art Director: T. Scott Major Copywriter: Ben Englander Brand Director: Kate Luxton Brand Strategist: Colleen Hiegel Director: Dustin Artz Production Company: Spang TV EP: Melanie Cox Makeup Artist: Christopher Osorio Makeup Artist: Rocco Gaglioti Food Stylist: Debi Shawcross Production Assistant: Ryen Harris ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Bubba Burger, Familiar Creatures **Sections:** Entertainment, Trending --- ### [To Hype Justworks, Quality Meats Told Its Own Story—More or Less](https://musebyclios.com/musings/to-tell-justworks-story-quality-meats-just-told-its-own-story-more-or-less/) **Published:** July 7, 2026 **Author:** David Gianatasio **Content:** The best work comes from stuff that’s real. Not literally real—heck, a lot of the best stuff is completely made up. But rooted in real stuff, like experiences and feelings. And then made more compelling with made-up stuff. When we were approached by Justworks, an HR and benefits platform for small business, it wasn’t just some random B2B brand. It was a place we turned to back when we were still just a few people who didn’t really feel like a real agency but put up a website that said we were. We were taking on employees and committing to pay them every two weeks and offer them things like death and dismemberment insurance. It was all very real but also highly surreal. We had no idea what we were getting into but knew we couldn’t screw it up. Justworks made it feel a lot less scary. Which we needed, being anxious nervous humans. Our point: Their story of how they help small businesses was a part of our story. So to help them tell it, we just kinda told our story. We developed a creative platform based on our own small business fears and worries (of which there were many considering the whole anxious nervous human thing). And the ultimate benefit for any small business founder, the freedom of letting go when you’ve finally found someone you trust. So we took all that real stuff but added made up stuff like a fast-casual boba restaurant owner who wants to clone herself and a sleepless architecture firm owner who connects his employees’ arms to his desk via ropes. And then brought it to life with a director who was also a small business owner, Freddie Powell, founder of Drool Productions, who understood all that real stuff. And his approach to bringing to life the made up stuff was to make it all very real. The campaign was shot practically in Bulgaria (which felt highly surreal), where we built a boba restaurant and an architecture office from scratch. Our boba owner relived the same 17ish seconds but standing in 50 different spots and wearing eight different costumes and hairstyles, intricately choreographing every movement so it would flow seamlessly once assembled together. Our production team built a complex system of ropes and pulleys and levers, all converging at an office desk that was a mashup of an inventor’s workshop and the bridge of a 1960’s cargo ship, designed to look like a contraption built layer upon layer as the business grew. Our architecture office guy struggled to juggle all the ropes (the sweat was real), and his employees reacted candidly to being yanked around by them. We crafted a puppet to match the guy and a dolphin puppet with matching khaki pants, and filmed his surreal dream in a real way with stop motion. Then our composer pal created tracks with real human voices and a balance of emotion and whimsy. And we searched far and wide for a VO that felt real, eventually finding one so real, he’s actually married to our CD/writer (the recording session was highly surreal for her). Was it incredibly tedious and way more work than we thought it would be? Yes. Was it a literal example of the care and craft that any founder puts into their small business? Also yes. Sure, it’s the story of hundreds of small businesses that Justworks has helped. But it was our story, too. So it was real. Although not literally real. But real enough to make it all work. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/07/07162906/just-3-1.jpeg) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings **Tags:** Justworks, Quality Meats **Sections:** Community Voices --- ### [Grey Health's Roberto Vilhena on Putting People at the Center of the Conversation](https://musebyclios.com/2-minutes-with/grey-healths-roberto-vilhena-on-putting-people-at-the-center-of-the-conversation/) **Published:** July 8, 2026 **Author:** Shahnaz Mahmud **Content:** [Roberto](https://www.linkedin.com/in/robertovilhena/) is a creative director at Grey Health. He previously served at FCB Health New York, leading HCP and DTC campaigns across multiple disease areas. Before moving to the U.S. and entering the pharma market, he spent 20 years at agencies JWT, DPZ&T and ArtPlan, working with consumer brands including L’Oréal, Domino’s, Nestlé and Heineken. We spent two minutes with Roberto to learn more about his background, his creative inspirations and recent work he’s admired. Roberto, tell us … ### Where you grew up, and where you live now. I was born in Brazil, in Niterói, near Rio de Janeiro. When I was 12, I moved to Rio, where I spent most of my teenage years and early adulthood. I now live in New York. ### How you first got interested in health. It was a beautiful coincidence, but it was also connected to my mental health. After my separation, my daughter moved to the U.S. with my ex-wife when she was 12, and I didn’t want to be far away from her. So I moved as well. And around that same time, I received an offer from [FCB Health](https://en.wikipedia.org/wiki/FCB_(advertising_agency)). ### One of your favorite projects you’ve ever worked on. [“The Missing Word,”](https://themissingword.com/) a project about gun violence told from a rarely explored perspective and for an often-overlooked audience: parents who have lost their children. There isn’t even a proper word in the language to support or define someone going through that kind of trauma. The idea of creating a specific word for parents who lose a child was one of the most emotional ideas I’ve ever worked on—and unfortunately, a very necessary one. ### A recent project you’re proud of. [“Izervay,”](https://gensee.squarespace.com/) for older adults living with geographic atrophy, a disease that causes vision loss. It was an HCP campaign, but beyond talking about the brand, it celebrated the way these patients see the world. The campaign portrayed older adults not as fragile, but in some ways even more modern than the rest of us. ### One thing about how health is evolving that you’re excited about. Putting people at the center of the conversation and making them the priority. Every brand wants consumers to feel connected to them, but in health, patients are literally the reason we exist. ### Someone else’s work, in health or beyond, that you admired lately. I admire the work coming out of [Klick Health](https://en.wikipedia.org/wiki/Klick_(company)), especially their animations. “47” is one of the most beautiful, animated pieces I’ve ever seen. Play ### A book, movie, TV show, or podcast you recently found inspiring. [*Pedagogy of the Oppressed*](https://en.wikipedia.org/wiki/Pedagogy_of_the_Oppressed) by [Paulo Freire](https://en.wikipedia.org/wiki/Paulo_Freire), a Brazilian educator. He views literacy not just as reading words, but *reading the world*. In a way, that’s what we do when we educate people about the importance of new treatments. ### A visual artist or band/musician you admire. I love jazz, especially [Chet Baker](https://en.wikipedia.org/wiki/Chet_Baker), [Ella Fitzgerald](https://en.wikipedia.org/wiki/Ella_Fitzgerald) and [Charlie Parker](https://en.wikipedia.org/wiki/Charlie_Parker). ### Your favorite fictional character. These days [Thomas Shelby](https://peaky-blinders.fandom.com/wiki/Thomas_Shelby) from [*Peaky Blinders*](https://en.wikipedia.org/wiki/Peaky_Blinders_(TV_series)). ### Someone worth following on social media. Stand-up comedian [Jordan Jensen ](https://www.jordanjensencomedy.com/) ### Your main strength as a marketer/creative. When I believe in an idea, I don’t give up on it easily. ### Your biggest weakness. When I believe in an idea, I don’t give up on it easily. Sometimes that can make me a little stubborn. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:emily.seal@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Advertising, Health and Wellness **Tags:** Grey Health **Sections:** Community Voices --- ### [From Coffee Mate to Poppi, Branded Bombshells Have Entered the Villa](https://musebyclios.com/advertising/from-coffee-mate-to-poppi-branded-bombshells-have-entered-the-villa/) **Published:** July 7, 2026 **Author:** Luz Corona **Content:** ![](https://cdn.musebyclios.com/wp-content/uploads/2026/07/07152553/love-island-823-megan-thee-stallion-e1783450415679-1.jpg)Photo courtesy of PeacockMove over, Brinity—the hottest couple of the season is corporate branding and reality TV. U.K. classic turned American cultural phenomenon *Love Island USA* focuses on contestants secluded in a Villa in Fiji. They try to find love, with viewers tuning in five nights a week to watch the drama unfold and vote to influence the show in real time. As the most-streamed original series in its first two weeks, with viewers clocking [2.3 billion minutes of watch time](https://deadline.com/2026/06/love-island-usa-season-8-ratings-growth-peacock-1236960343/), the dating show has transcended the guilty-pleasure nature of reality TV. It’s become an important cultural touchpoint that has sparked passionate online discussion and [standing-room-only watch parties](https://www.tiktok.com/@tysworldxo/video/7659182134380236045?q=loveislandusa%20watch%20party&t=1783363569307) across the nation. With all eyes on the villa this summer, *Love Island USA* has also become a powerful platform for brands, with many looking to activate around the show and connect with the younger generation. The [21 official brand partners](https://www.axios.com/2026/06/01/love-island-usa-advertisers-season-8) this season across tech, beauty and food & beverage are finding unique ways to integrate with the show both on- and off-screen. When it comes to direct product features, there is a tricky balance between ensuring your brand stands out while avoiding product placement that rubs viewers the wrong way. If we can learn anything from [recent product placements in media](https://www.reddit.com/r/MastersOfTheUniverse/comments/1u0euvd/coca_cola_ad_in_masters_of_the_universe/?solution=1d0470c1a0557f341d0470c1a0557f34&js_challenge=1&token=7afd7253fec22262ff1c52b1703fe9eca39a56b838b2cbe0cdd53fbeab2d704f&jsc_orig_r=), it is that viewers genuinely get the ick from unnatural brand placements. Nobody wants their entertainment to feel like an advertisement. And if a brand feels too forced, viewers will want it dumped from the island immediately. There is a razor-thin margin between being seamlessly integrated into the Villa and being forgotten. Modern audiences possess a [hyper-tuned radar for authenticity](https://www.latimes.com/b2b/consumer-goods-retail/story/2025-10-19/gen-z-consumer-employee-trends); they don’t want content to feel like one giant, 60-minute infomercial—although [Megan Thee Stallion’s “Hot Girl Swim” feature](https://www.tiktok.com/@loveislandusa/video/7656993809053633805?lang=en) in episode 23 was basically serving unashamed QVC realness. Every episode hinges on a cell phone. The phrase “I’ve got a text!” is fundamental to the show’s DNA; without it, it’s not *Love Island*. Yet, Motorola, the brand powering each text, remains the villa ghost. Because there is no overt branding, and the company has failed to capitalize on the moment via social media, most viewers presumably [have no idea](https://www.tiktok.com/@leahmstapleton/video/7654336121652137246?q=love%20island%20phones&t=1783364251688) who powers the series’ most critical plot device. Conversely, brands like Coffee Mate cracked the code by leaning into the villa’s organic plot devices. The men making the women’s breakfast to signal their devotion is a [core narrative driver](https://www.msn.com/en-us/foodanddrink/foodnews/on-love-island-usa-breakfast-is-everything/ar-AA25RjKn) in the show. By quietly but proudly occupying the kitchen counter, Coffee Mate becomes part of the story as islanders chat about how they like their coffee, cementing the brand into the fabric of the show without actually pitching the product. > [@sideeye.hq](https://www.tiktok.com/@sideeye.hq?refer=embed "@sideeye.hq") Voting is open until 3pm today🚨‼️ Who are we pairing with the bombshells??? [\#loveislandusa](https://www.tiktok.com/tag/loveislandusa?refer=embed "loveislandusa") [\#caleb](https://www.tiktok.com/tag/caleb?refer=embed "caleb") [\#aniya](https://www.tiktok.com/tag/aniya?refer=embed "aniya") [♬ original sound – ²³](https://www.tiktok.com/music/original-sound-7645770924733500173?refer=embed "♬ original sound - ²³") Maybelline and CeraVe’s presence in the daily glam-room routines echoes this strategy, further boosted by sponsoring in-show challenges that create [memorable moments of the islanders](https://www.tiktok.com/@mariavidoza/video/7653308809598831893). *Love Island USA’s* popularity isn’t just driven by its near-nightly episodes. Its true power lies in its interactivity and the conversations surrounding it online. The official app, with over [10 million active users](https://www.wired.com/story/love-island-usa-app/#:~:text=Love%20Island%20USA%3F-,More%20Than%2010%20Million%20People%20Are%20Already%20on%20Its%20App,says%20the%20show's%20executive%20producer.), has become a place where fans not only vote for their favorite couples but also shop brand integrations in real time, prompted by a QR code flashed at key moments during the show. Other brands are finding alternative avenues to engage that put them in direct contact with the fanbase. Smirnoff has taken the ancillary route to activation, with social media content featuring stars of previous seasons and exclusive sponsorships of Gen Z-beloved podcasts like *[Upstairs Neighbors](https://www.instagram.com/p/DaWOa6syiYa/?hl=en)* and [*Not That Y’all Care*](https://www.instagram.com/reel/DaOJVCCzvYX/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==) to record show commentary while enjoying Smirnoff Ice. With the [\#LoveIslandUSA](https://www.tiktok.com/tag/loveislandusa?lang=en) hashtag accruing over 1.5 million posts on just TikTok alone, brands like Smirnoff are seeing that being in the conversation can be just as powerful as being in the story. Overall, the undisputed champion of the Love Island economy is Poppi. The prebiotic soda brand is executing masterful multichannel activation; not just picking a lane, but owning the entire highway. Beyond direct product placement, they partnered with former islanders to star in social content and ads, launched [limited-edition products](https://www.tiktok.com/@maxareeg/video/7643254748769979661?lang=en&q=love%20island%20poppi&t=1783373821439) and backed it all with a relentless [social media presence](https://www.instagram.com/p/DZ56Ffjtbuz/) referencing the show in real time. This maximized audience engagement while also meeting fans where they live. > [View this post on Instagram](https://www.instagram.com/reel/DZFoVOKxq4s/?utm_source=ig_embed&utm_campaign=loading)[A post shared by Olandria (@olandria)](https://www.instagram.com/reel/DZFoVOKxq4s/?utm_source=ig_embed&utm_campaign=loading) The result? The beverage brand is now a staple of [organic fan content](https://www.tiktok.com/@madeline.jensen/video/7646233180520942879?lang=en&q=love%20island%20poppi&t=1783373821439) and [watch parties](https://www.tiktok.com/@iearthhhhh/video/7657680701596224798?lang=en&q=love%20island%20watch%20party&t=1783374203761), illustrating that authentically stepping into an audience’s world makes you an integral part of the universe, not just a side character. In a media landscape where consumers cringe at forced partnerships, you can’t just buy cultural relevance—you have to earn it. *Love Island USA* proves that the brands that win Gen Z aren’t the ones screaming for attention; they are the ones effortlessly integrating themselves into culture, showing viewers that their favorite brands are also watching their favorite show. ![author avatar](https://secure.gravatar.com/avatar/6b6bfb2f77a71b59d600c283859735f5d62b2631c0b7c29a530b306cb0abde04?s=300&d=mm&r=g) Luz Corona [See Full Bio](https://musebyclios.com/author/luzcorona/) [ ](https://musebyclios.com/author/luzcorona/) **Categories:** Advertising, Musings **Tags:** love island, Megan Thee Stallion, Peacock **Sections:** Community Voices, Entertainment --- ### [Weird Science: KFC Rolls Big With 'Maximum Chicken'](https://musebyclios.com/worldviews/lets-watch-kfc-go-maximum-chicken/) **Published:** July 7, 2026 **Author:** David Gianatasio **Content:** Here are some notable campaigns that broke far and wide in recent weeks, curated by Muse sibling [Ads of the World](http://adsoftheworld.com/). ### KFC Australia, ‘Boxfull—Maximum Chicken’ Agency: Special Australia Following the launch of its “Go Full Chicken” brand platform, KFC has unveiled its new Boxfull value range, built around the idea that its generous meals require extraordinary packaging. The effort imagines a team of specialists working tirelessly to engineer boxes capable of containing “Maximum Chicken.” The push turns a simple product feature into an entertaining brand story. [Read More](https://www.adsoftheworld.com/campaigns/boxfull-maximum-chicken) Play ### Anglicare, ‘Firm Friends’ Agency: Humble Productions Making friends is easy when you’re 5 years old. At 75, it takes a bit more courage. This latest brand ad for Anglicare in Australia celebrates the simple idea that it’s never too late to put yourself out there. [Read More](https://www.adsoftheworld.com/campaigns/firm-friends) Play ### Castle Milk Stout, ‘Inzalo Yelanga’ Agency: Joe Public Inzalo ye’Langa (“The Birth of the Sun”) is believed to be the oldest known calendar, dating back 200,000 years. This ancient structure is thought to have tracked celestial movements, marking significant time periods and guiding agricultural and spiritual practices. Its existence reflects a deep connection to the cosmos and the structure stands as a cradle of human ingenuity. Now, South Africa’s Castle Milk Stout uses Inzalo as a symbol. It represents the beer’s commitment to help folks spend time with loved ones and live in the moment. [Read More](https://www.adsoftheworld.com/campaigns/inzalo-yelanga) Play ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Worldviews **Tags:** Anglicare, Castle Milk Stout, KFC **Sections:** Trending --- ### [The 'Ice Ice Baby' Parody You Never Knew You Needed?](https://musebyclios.com/music/the-ice-ice-baby-parody-you-never-knew-you-needed/) **Published:** July 3, 2026 **Author:** David Gianatasio **Content:** Just when you thought the campy 1990 classic “Ice Ice Baby” couldn’t be improved … you were right. Still, PepsiCo’s Mug Root Beer raises some smiles with “Float Float Baby,” as Yung Gravy and the brand’s Dawg mascot give it their all in a silly summer parody that would make Vanilla Ice proud (probably). The push intros a limited-time flavor called Vanilla Howler, tapping into pop culture with kitschy poolside comedy for cross-generational appeal. Like the brand-boosting remake says… *“Grab a mug and listen. Dog is off the leash for a summer edition. Howlin’ at the taste buds rightly. Cream floats are the daily and nightly. Gravy goin’ pop? Well I guess so. Crack a can—and let’s float.”* Play Hm, that one needs another scoop of bass. “We knew we had to have some fun with it,” says Mug VP of marketing Michael Smith of the flavor launch. By tweaking the beloved tune, he hopes to create “a one-of-a-kind summer anthem.” Yo, rap-stalgia’s all the rage, with Mug’s merry mayhem joining hip-hop callbacks from [Sprite](https://musebyclios.com/music/the-living-tracklist-from-sprite-and-genius-celebrates-hip-hops-evolution/) and [Reese’s Puffs](https://musebyclios.com/music/glorilla-revives-eat-em-up-rap-for-reeses-puffs/) to cement an adland trend. Vayner Media helped develop the campaign. That agency’s proven adept at making celeb promos that pop. Such efforts include Bill Shatner’s scatological [Super Bowl flight](https://musebyclios.com/super-bowl/bill-shatner-explores-the-fiber-frontier-for-raisin-bran/) for Kellogg’s Raisin Bran to Demi Lovato’s impassioned [picklewich plea](https://musebyclios.com/music/demi-lovato-sure-loves-jimmy-johns-picklewich/) for Jimmy John’s. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Music **Tags:** mug root beer **Sections:** Trending --- ### [Here's a Tender Tune From KFC](https://musebyclios.com/music/heres-a-tender-tune-from-kfc/) **Published:** July 6, 2026 **Author:** David Gianatasio **Content:** Frank Watkinson wasn’t invited to play at Taylor Swift’s wedding this past weekend. But the YouTube acoustic balladeer with millions of views does perform in a new KFC U.K. and Ireland campaign. Who needs Madison Square Garden? With lush red curtains for a backdrop, he waxes soulful—incredibly so. Perfect for a mildly ironic (and presumably shareable) pop-culture tie-in hyping the eatery’s new Tenders & Dips range. So … encore? Here, ECDs Derek Man Lui and Tomas Coleman of Mother London, who helped the develop the very minimalist approach, explain the strategy: ### MUSE: You’ve made waves for KFC with [loud scenarios](https://musebyclios.com/advertising/beyond-belief-a-fresh-helping-of-kfc-weirdness/) and [enormous eggs](https://musebyclios.com/advertising/kfcs-weird-ritual-at-a-sacred-lake-of-gravy/). Now we get some quiet quirkiness. What’s with that? Derek & Thomas: We’re always looking for ways to cut through the noise, and we’ll use whatever tool or tone the idea calls for. Sometimes that’s gravy lakes and giant eggs. Sometimes it’s an acoustic ballad. The constant is that it’s always rooted in what we believe: an obsession with chicken. ### Of all the crooners on social, why’d you cast this dude? We stumbled across one of Frank’s covers—[“Snuff” by Slipknot](https://www.youtube.com/watch?v=b_KoC3QUoDE)—and couldn’t stop watching. Then we watched another. And another. He has this really disarming presence. You completely believe every word he’s singing. There’s a real depth to him that felt perfect for what we were trying to do. ### Why use “Linger” for the advert? We went through hundreds of songs. The right one had to feel instantly familiar and already woven into British culture. We kept coming back to “Linger.” There’s something incredibly transportive about it. It pulls you in, and for a few minutes, whatever’s been weighing on you just disappears. ### Who’s the target? What’s their brand takeaway? Honestly, it’s for anyone who needs it. Rather than telling people how tender our chicken is, we wanted them to actually feel tenderness. If people associate that feeling with KFC, we’ve done our job. ### Any tales from the shoot? As huge fans of The Blaze, it was a real pleasure collaborating with Jonathan Alric. He created an atmosphere where Frank felt comfortable enough to just pour his heart out. We experimented with different edits and coverage, but the more we stripped it back, the more powerful it became. In the end, one uninterrupted take felt like the purest way to let the performance do the work. **CREDITS** Brand: KFC UK&I Creative agency: Mother Production Company: Iconoclast Director: Jonathan Alric Producer: Jane Lloyd Post Production: Time Based Arts Colourist: Simone Grattarola Post Producer: Jo Gutteridge Sound Design: King Lear Sound Engineer: Jack Segdgwick Sound Producer: Matthew Steven Music Company: Mr Pape ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Music **Tags:** KFC, Mother London **Sections:** Entertainment, Trending --- ### [Jason Sudeikis Taps Into World Cup Fever for Visa](https://musebyclios.com/eurovisions/jason-sudeikis-taps-into-world-cup-fever-for-visa/) **Published:** July 6, 2026 **Author:** David Gianatasio **Content:** Here are some notable European campaigns that broke in recent weeks, selected by Muse sibling [Ads of the World](http://adsoftheworld.com). ### Visa, ‘Tap In’ Agency: Anomaly This initiative evokes the spirit of Ted Lasso, with Jason Sudeikis traveling from Europe to the U.S., Mexico and Canada, all the while transforming everyday objects into football-inspired experiences with a tap of his Visa card. Blending humor, pop culture and soccer, the campaign also features pitch stars Lamine Yamal, Erling Haaland, Christian Pulisic, Jorge Campos and commentator Andrés Cantor. [Read More](https://www.adsoftheworld.com/campaigns/tap-in) Play ### L’OR, ‘Coffee Sinners’ Agency: GUT Madrid L’OR challenges java purists and the idea of making coffee the “right” way. Built around the insight that everyone has a habit someone else would call a coffee sin, the work celebrates those rituals as expressions of freedom while showcasing a product designed to unlock endless flavor combinations through playful religious references and a bold aesthetic. [Read More](https://www.adsoftheworld.com/campaigns/coffee-sinners) Play ### Gosh!, ‘Mad About Veg’ Agency: Insiders Studio Gosh!’s new brand platform is designed to celebrate vegetables and encourage more people to embrace healthy eating. By focusing on the versatility and appeal of veggies across the brand’s range of plant-based falafel, burgers and sausages, the campaign builds a creative world around the idea of obsessive enthusiasm. Its hero film introduces a fictional cast of Gosh! employees whose love of veg borders on the ridiculous. [Read More](https://www.adsoftheworld.com/campaigns/mad-about-veg) Play ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Eurovisions **Tags:** l'or, mad about veg, Visa, World Cup **Sections:** Entertainment, Trending --- ### [A Millennial’s Love Letter to a Misunderstood Las Vegas](https://musebyclios.com/musings/a-millennials-love-letter-to-a-misunderstood-las-vegas/) **Published:** July 3, 2026 **Author:** David Gianatasio **Content:** Vegas has long been one of the most iconic destination cities in the world. For 70 years, it’s sold the promise of a weekend escape from your normal life—neon signs, feathers and sequins, manufactured permission, and a signature “What happens in Vegas stays in Vegas” attitude. But none of this changes the fact that [Las Vegas just recorded its worst decline in annual visits since the pandemic began, recording a 7.5 percent year-over-year drop in 2025](https://www.msn.com/en-us/travel/news/las-vegas-2025-tourism-numbers-represent-worst-decline-in-visitation-since-pandemic/ar-AA1WFQbY?ocid=st&apiversion=v2&domshim=1&noservercache=1&noservertelemetry=1&batchservertelemetry=1&renderwebcomponents=1&wcseo=1). Gen Z isn’t lining up for the classic 48-hour bender. And all those promises sold to Vegas tourists over the last 70 years? Gen Z doesn’t buy it. Doesn’t even *want* to buy it. Now in full transparency, I’m a card-carrying millennial who grew up in California. I’ve been to Vegas dozens of times, primarily in my 20s—each time seeking a bit of warmth and a pool or chasing the promise of a few watered-down casino drinks and a good night out. So, this stat really shocked me. And it got me thinking—Vegas can’t possibly be doomed, right? It’s too iconic to be lost forever. I have to believe it’s just under-imagined for today’s youth. Which in turn means its tourism problems are solvable. We need to recognize that this generation chooses culture over casinos, connection over chaos and working vacations over blacked-out weekends. They turned Coachella into a networking event and have transformed food into a joyful exercise of self-exploration. They don’t want the “What happens here, stays here” promise of escaped identity. They’re looking for constant self-revelation instead. In short, the things that brought Vegas to its original fame are no longer seen as benefits to this new generation; they’re now seen as liabilities. So how might hospitality brands—or even the city at large—re-think the next iteration of experiences to proactively turn “destination cities” into Gen-Z relevant icons again? **First off, let’s trade excess for meaning.** Gen Z came of age during a pandemic and watched remote work collapse the boundary between productivity and leisure. They developed an almost allergic reaction to experiences that feel designed for someone else’s era. Each of these has left a lasting impact. Which is to say that they don’t reject *indulgence*—they reject *empty indulgence*. While some assume that Gen Z are penny pinchers, that couldn’t be farther from the truth. They just allocate their pennies more strategically than I ever did at their age. They spend lavishly on festivals, immersive dining or anything that feels genuine and curated. In fact, Gen Z dedicates as much as [30 percent of their income](https://www.mckinsey.com/industries/travel/our-insights/the-way-we-travel-now) to travel and experience—a stat which should thrill hotel and hospitality groups. What’s more, [Gen Z and Millennials travel more frequently than older cohorts](https://www.mckinsey.com/industries/travel/our-insights/the-way-we-travel-now), averaging close to five trips per year compared to fewer than four among Gen X and Baby Boomers. All to say that the $500 Sphere ticket will continue to sell out. But the $500 blackjack table? It won’t ever command the same cachet for Gen Z as it had for their parents. **Next, let’s recognize that privacy is the new luxury.** Gen Z’s entire existence has been one of expanded digital surveillance, oversharing and cancel-culture anxiety. Their lives have been on full display since childhood. As such, privacy has become the ultimate luxury. The original Vegas promise of “What happens here stays here” is no longer valid. Revelers are no longer able to enjoy that wild night out with abandon—they have to be aware that Instagram and TikTok pack the potential to spill their news with zero-lag speed. But Vegas’ original promises of discretion, anonymity and a sanctioned space to be someone slightly different—those may be the very luxuries Gen Z can’t find elsewhere. Hotel and hospitality groups should be thinking about phone-free parties, private immersive theaters and analog social spaces designed to exist entirely off-feed. **Lastly, let’s embrace why timelessness can be a good thing.** Sure, New York is the city that never sleeps. But Vegas is the city that doesn’t *distinguish* between night and day. And it should not abandon that core aspect of its identity. No other major destination has permission to blur time the way Vegas does: no clocks, no conventional social rhythm, no one telling you when to stop. And while that feature used to be aimed at encouraging people to lose time at the slot machines or pursue afterparties, it now poses profound potential for a generation that doesn’t live 9-to-5 anyway. And for a generation that studies at 2 a.m., grocery shops at noon and has never stepped into an office, a city built around eschewing traditional 24-hour schedules can offer infinite opportunity for creative living and vacationing. Think hospitality programming with late-night creative talks that bleed into sunrise sessions, sunrise sound baths, 3 a.m. chef collaborations, midnight cultural salons, artist residencies that unfold across a full 24-hour cycle… you get the gist. Sure, Vegas is the case study. But any city—big or small—or hospitality brand can (and arguably should) contemplate these three things when trying to future-proof themselves: ***How can I reactivate my place’s original truth?*** This means stripping away the dated executions and finding the core human need the place was always serving. For Vegas, that’s escapism, permission and transformation—needs that never expire. What’s your equivalent? ***Why are the believers already coming?*** Find the cohort that’s already half-convinced—for Vegas, that’s the Sphere crowd, the Meow Wolf audience, the festival loyalists. Strive to understand their needs as the foundation for future experiences. Build something undeniably perfect for them. ***What’s the one asset that no other place has—or at least has in the same way as you do?*** This means identifying the unfair advantage that geography, history or design granted you, and leaning into it unapologetically. For Vegas, it’s the extremes: nowhere else on earth puts world-class food, spectacle, nightlife and risk under one roof and calls it a Tuesday. That buffet of experience *is* the product. Build in-step with an asset you can credibly own. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings **Tags:** Electric Innovation, Las Vegas **Sections:** Community Voices, Entertainment --- ### ['Do You Speak Mexican?' A Lesson in Identity and Culture](https://musebyclios.com/musings/do-you-speak-mexican-a-lesson-in-identity-and-culture/) **Published:** July 7, 2026 **Author:** David Gianatasio **Content:** “Allen, you speak Mexican, right?” I was sitting in an ESL classroom in Los Angeles, fresh from Guatemala. The room was full of Vietnamese, Mexican and Armenian kids. I was the only Central American one. So naturally, I smiled and said, “yes.” And because I had a sense of humor, I added, “I also speak Guatemalan, Colombian and Argentinean.” My teacher was amazed. “Wow, you speak all those languages?!” I never corrected her. Years later, working in advertising, I realized brands were making the exact same—still critical—mistake. Just with bigger budgets. **Growing up Guatemalan, branded as Mexican** Now to be fair, being labeled “Mexican” didn’t offend me. I love Mexican culture. I spent time in the homeland of *El Chavo del Ocho*, the show that defined my childhood (and which recently resurfaced on SNL featuring Bad Bunny as Quico), before moving to the U.S. at the age of 10. Mexico felt like visiting the neighborhood where so many of my favorite characters lived. But Mexican Spanish isn’t Guatemalan Spanish. The words, the accent, the rhythm… everything shifts. Still, almost every Latino kid around me in school was Mexican, so I adapted. I picked up their slang and their jokes because that’s how you survive and belong. I realize that while I grew up as a Guatemalan person, I’d long been lumped into a “Mexican” category. This same tension is exactly where marketers continue to go wrong. **One label, 18 countries** Here’s what many people in the U.S. still don’t fully grasp: There are 18 countries in Latin America where Spanish is spoken. And there are several other countries where Spanish isn’t the primary language. And yet in marketing decks, that variety gets flattened into a single convenient word: “Hispanic.” One label to cover hundreds of millions of people with wildly different histories, foods, values and ways of speaking Spanish. The differences aren’t cosmetic. A word that’s affectionate in one country can be vulgar in another. A joke that works in Mexico can offend in Colombia. A simple fruit, dish or holiday can mean something totally different depending on where your family comes from. I’ve appreciated this variety—lived this variety—and I can often tell whether someone is Mexican, Guatemalan, Colombian or Argentinean after just a few sentences. And my brain automatically switches to fit. I even adjust my vocabulary to match theirs, to make the conversation smoother. But my default is a neutral, Mexican-style Spanish because it’s what the market has unconsciously chosen. I call this adaptation the Art of Speaking Spanish in America: not just speaking the language itself, but choosing which Spanish to speak, and when. I do this out of familiarity and respect. But here’s the thing: Almost no brands do this. Few probably even know it exists. **Translation is not a strategy** I’m going to say something which might shock some and upset others. But translation—viewed as a simple fix—is not strategic. Translation should not be employed in lieu of a multicultural marketing strategy as they will never be one and the same. And the number of times I’ve experienced smart marketers who convolute them… I can’t even begin. But suffice it to say that when I launched my career in advertising, my ESL memory came back. I’d sit in meetings where marketers would say, “We need something for Hispanics,” as if that were a single, clearly defined audience. A persona with one set of beliefs and one shared childhood. These people were solid marketers. But they’d never had to reinvent their voice to be understood. And perhaps that’s why they couldn’t realize how much nuance they were losing. It’s also why they fall into the same obvious trap. Treating Spanish as a checkbox—taking an English script, translating it and calling it “Latino marketing.” Or picking a “neutral” voiceover—as if accents don’t signal identity, pride and history. Centering one country (often Mexico), while quietly erasing Central American, South American and Caribbean experiences. The result is work that technically “reaches Hispanics” but which doesn’t really speak to many of us. And so, I can tell you without any ill will, that if your big insight is to “translate something into Spanish,” you don’t have a Latino strategy. You have subtitles. **What smart brands do differently** You don’t need to be an expert in every country. But you do need to stop pretending they’re interchangeable. Here’s where to start: 1. Stop using “Hispanic” as the finish line. Use it as a starting point. Who, specifically, are you talking to? Mexican families in California? Central Americans in Houston? Caribbean Latinos in New York? Precision isn’t a luxury; it’s how relevance happens. 2. Put the right people in the room. If you want to reach diverse Latino audiences, your teams should include Mexicans, Guatemalans, Colombians, Venezuelans, Puerto Ricans, Dominicans and others. Not just as translators at the end, but as creative and strategic decision-makers from the beginning. 3. Treat Spanish like creative craft, not production. Don’t just convert scripts. Adapt them. Ask: Would this joke land in Bogotá? Does this word mean something offensive in San Salvador? Can we express this idea in a way that feels inclusive but still human? 4. Be intentional with accents. Accents are branding. Know what you’re signaling. 5. Admit what you don’t know. If you only speak English, that’s okay. Partner with people who live inside these nuances every day. Listen when they tell you the “simple solution” you’re chasing is a problem. My ESL teacher didn’t mean any harm—she just didn’t know better. One Latino kid, one label, one mental shortcut. Brands don’t have that excuse. We have data. We have cultural experts. We have entire communities telling us exactly who they are if we’re willing to hear them as more than a single segment on a slide. If you’re still talking to Latinos like they’re one uniform group, that’s not a lack of information. That’s a lack of curiosity. And in today’s market, lack of curiosity is expensive. The brands that win will be the ones that understand this basic truth—The work doesn’t just need to be in Spanish. It needs to make someone think: They’re talking to me. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings **Tags:** orci **Sections:** Community Voices --- ### [Movement's Ly Nguyen on Helping e.l.f. Rock Pinterest](https://musebyclios.com/2-minutes-with/movements-ly-nguyen-on-helping-e-l-f-rock-pinterest/) **Published:** June 27, 2026 **Author:** Shahnaz Mahmud **Content:** With nearly two decades of experience across Omnicom, Publicis Groupe and IPG, [Ly](https://www.linkedin.com/in/lyunguyen/) is currently the chief creative officer at Movement. She leads a multidisciplinary team of 90+ creatives and strategists producing social and digital work for Fortune 500 brands. We spent two minutes with Ly to learn more about her background, her creative inspirations and recent work she’s admired. Ly, tell us … ### Where you grew up, and where you live now. I was born and raised in Southern California, where my family settled after arriving as refugees. They found their way to Orange County as many of the Vietnamese diaspora have. I had dreams of moving to New York for college. But fate kept me closer to home, living in cities across Los Angeles County in my 20s and 30s. Eventually, I settled down with my husband, two kids, two dogs, a cat and a tank of fish in Chino Hills, Calif. ### How you first realized you were creative. I’ve been drawn to the arts for as long as I can remember. In kindergarten, I’d paint pictures and hand them out to friends, whether they wanted them or not. I had my own craft kit for making family birthday cards. When we got our first computer, I taught myself to code simple prompts and games. But it wasn’t until freshman year of high school that I discovered graphic design. Something clicked. It brought together my curiosity about digital platforms and my love of making things. That’s when I knew I wanted to become a creative professional. ### A moment from high school or college that changed your life. My favorite courses in college were about entrepreneurship, not just art skill-building. That set the [Art Center College of Design ](https://www.artcenter.edu/)apart from other programs. We learned how to build resumes and portfolios that stand out. But it wasn’t about formatting or language. It was about strategy—like investing in custom-cut paper so your resume literally popped out of the stack. These were tricks of the trade and invaluable insights that could only come from people in the industry sharing their lived experiences. That’s when I realized success isn’t just about talent. It’s something you can influence in how you present yourself. It shaped how I’ve navigated my entire career. ### Your most important creative inspirations, and some recent stuff you love. I find a lot of inspiration outdoors. It’s where I go to clear my mind. I disconnect to stay connected. I’m also drawn to content that highlights storytelling, authenticity and humor. Example: [Zohran Mamdani](https://en.wikipedia.org/wiki/Zohran_Mamdani). He takes real issues and approaches them in a kinetic way that meets the audience where they’re at. Outside of the social space or advertising, I find artists who embody creativity, hope and artistic integrity, like [Jon Batiste](https://en.wikipedia.org/wiki/Jon_Batiste), sources of awe and inspiration. ### One of your favorite creative projects you’ve ever worked on. One of my favorite projects was the return of the [GR Supra ](https://www.lynguyen.work/2020-gr-supra)while I was part of the [Toyota.com](http://toyota.com) team at [Saatchi & Saatchi](https://en.wikipedia.org/wiki/Saatchi_&_Saatchi). What started as traditional content creation and landing pages expanded into something much bigger. We shot assets with the entire ecosystem in mind, speaking to audiences in a way that resonated with the enthusiast community. This translated into a collector’s edition, hardbound brochure. We also developed videos to educate consumers. But the Australian market loved them so much, they repurposed our videos into a :30 spot. We were also asked to partner with L.A.’s [Ornamental Conifer](https://www.instagram.com/ornamentalconifer/) and [Race Service ](https://www.instagram.com/race.service/?hl=en)to produce a custom, hand-painted car, a vending machine that distributed merch and premium giveaways. It was a proud moment that flipped the script on the traditional model, proving integrated campaigns don’t always need to start from the top down. ### A recent project you’re proud of. Launching [e.l.f. Cosmetics](https://en.wikipedia.org/wiki/E.l.f.) on [Pinterest](https://en.wikipedia.org/wiki/Pinterest) with [“Color e.l.f.nalysis,”](https://www.youtube.com/shorts/vdesQFDG684) an AI-powered color analysis tool that helped beauty lovers discover their season and shop products made for them. Color analysis searches on Pinterest were up, but actually finding your season meant expensive consultations or tech that didn’t deliver. We built a custom Pinterest extension. Users took a selfie, got their season and unlocked curated, shoppable boards matching their color palette. We launched it on the first day of summer and let creators and social do the rest. The results led to 99 percent positive sentiment, 553 million earned PR impressions and a 15 percent spike in “color analysis” searches during launch week. ### Someone else’s work that inspired you years ago. Jessica Walsh’s [“40 Days of Dating”](https://fortydaysofdating.com/) inspired me when it launched in 2013. The project was brilliant. She and her friend Timothy Goodman decided to date each other for 40 days and document everything through questionnaires, videos and artwork on a website. But what I admire most about Jessica goes beyond that one project. She became a partner at the revered [Sagmeister & Walsh](https://sagmeisterwalsh.com/) at just 25, then founded her own agency, [&Walsh](https://andwalsh.com/), making it one of the few creative agencies founded by women. She’s also the founder of [Ladies, Wine & Design](https://ladieswinedesign.com/), a nonprofit created to address the fact that only 3 percent of women hold leadership positions in the creative industry. ### Someone else’s work you admired lately. The [*Marty Supreme* Zoom call](https://www.youtube.com/watch?v=wakBARkxqls) was a masterclass in low-effort, high-reward marketing. I’m sure we all saw the staged 18-minute “leaked” Zoom meeting with [Timothée Chalamet](https://en.wikipedia.org/wiki/Timoth%C3%A9e_Chalamet) pitching increasingly unhinged ideas to [A24](https://en.wikipedia.org/wiki/A24) executives. Then he actually followed through: the orange blimp appeared, the streetwear collab sold out and is now reselling for over $1,000. The joke became real, and that’s what made it stick. He turned his social presence into the distribution engine and created a persona that was impossible to scroll past. Low production cost, maximum cultural resonance and proof that talent-driven authenticity wins. Play ### Your main strength as a creative person. I’m intuitive when it comes to people. I read what motivates them, where they’re stuck and how to unlock momentum without forcing it. I see the throughline between strategy, culture, creative output and business outcomes. I’m comfortable zooming out to define a point of view, then zooming all the way in to shape how that POV shows up in messaging, systems and behavior. I move easily between creative instinct and operational reality. And I’m often able to translate complexity into clarity, and something teams can actually act on. ### Your biggest weakness. Procrastination. ### A mentor who helped you navigate the industry. I’ve been fortunate to have women in the industry with decades of experience, like [Dianne Wilkins](https://fearlesscreativeleadership.com/fearless-episodes/yzhijm37ltb4ih0n2dnmzokuqhcr6m-594jk-yzwns-hdfkw-63rwx-7kgbz) and [Taleah Mona-Lusky](https://www.linkedin.com/in/tmonalusky/), offer their time to talk things through and guide me during challenging moments. It’s a big reason why I champion diversity, mentorship and purpose-driven initiatives. ### What you’d be doing if you weren’t in advertising. I’ve always had a love for food and cooking. It’s one of my favorite ways to decompress after a long day. After my mom passed during the pandemic, I created a blog called [“Cooking Off the Cuff”](https://www.cookingoffthecuff.com/) to process my emotions and document family recipes and stories. So I’d likely be doing something related to the food industry. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:daveg@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Advertising **Tags:** Movement **Sections:** Community Voices --- ### [Expedia's Trippy Excursion Tops Our 5 Ads of the Week](https://musebyclios.com/advertising/expedias-trippy-excursion-tops-the-weeks-5-best-ads/) **Published:** July 2, 2026 **Author:** David Gianatasio **Content:** ### Bestie: IShowSpeed and a Mannequin Hit the Road (and Waves) for Expedia Speed’s always awesome, but pairing him with a mannequin lifts this one to another level. It could have been stupid—in a bad way. Instead, it’s stupendously on brand. The crash-test-dummy-style sidekick adds a delightfully daft dimension. Created by Mother L.A. and Iconoclast directors Gustavo Moraes and Marco Lafer (aka Alaska). [Read More](https://musebyclios.com/travel/ishowspeed-and-a-mannequin-hit-the-road-for-expedia/) **And in no particular order…** ### Mike’s Hot Honey Raises Drizzling to High Art The Roots’ Tariq “Black Thought” Trotter gets intensely zen as he trains a young dude to top pizzas and gelato just right. Tariq’s mantra: “Become the drizzle.” From agency Another Thing and director Anthony Jamari Thomas. [Read More](https://musebyclios.com/advertising/mikes-hot-honey-raises-drizzling-to-high-art/) ### Where’s the Beef? Ontario Butchers Can Answer That Question and More Agency Bob’s Your Uncle and director David Hicks bring back Ontario Beef’s know-it-all butcher for a fresh helping of questions and answers. These lean slices of humor are especially well done. [Read More](https://musebyclios.com/advertising/wheres-the-beef-ontario-butchers-can-answer-that-question-and-so-much-more/) ### GloRilla Revives ‘Eat ‘Em Up’ Rap for Reese’s Puffs The Martin Agency puts a fresh spin on the beloved jingle, with Glo chillin’ in a giant bowl of cereal. Of course there’s a humongous spoon, too, for this tuneful nostalgia play. [Read More](https://musebyclios.com/music/glorilla-revives-eat-em-up-rap-for-reeses-puffs/) ### ‘The Living Tracklist’ From Sprite and Genius Celebrates Hip-Hop’s Evolution Lyrics to some of rap’s greatest hits will appear on Sprite cans, celebrating the soda’s 40 years of supporting hip-hop culture. These collectibles will help you sing along! [Read More](https://musebyclios.com/music/the-living-tracklist-from-sprite-and-genius-celebrates-hip-hops-evolution/) Play ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Expedia, Mike's Hot Honey, ontario beef, Reese's, Sprite **Sections:** Entertainment, Trending --- ### [Baptiste Limb of Real Chemistry on Creating Work That Lives in the Culture](https://musebyclios.com/2-minutes-with/baptiste-limb-of-real-chemistry-on-creating-work-that-lives-in-the-culture/) **Published:** July 6, 2026 **Author:** Shahnaz Mahmud **Content:** [Baptiste](https://www.linkedin.com/in/baptistelimb/) is executive creative director of integrated communications at Real Chemistry. Over the past two decades, He has created work across entertainment, tech, consumer brands and healthcare. We spent two minutes with Baptiste to learn more about his background, his creative inspirations and recent work he’s admired. Baptiste, tell us … ### Where you grew up, and where you live now. I grew up in France and I’ve lived in Chicago for 16 years. France shaped my emotional relationship to creativity early on. Cinema, comics, satire, philosophy—all of that felt culturally important. Chicago sharpened the more pragmatic side of me. It’s ambitious, resilient, hardworking and maybe less performative than a lot of creative cities. ### How you first got interested in health. Health became a bit of a redemption arc for me creatively. Earlier in my career, I worked across almost every category imaginable: cereal, alcohol, tourism, consumer tech. I enjoyed a lot of it, but eventually I became more interested in applying creativity to things with human consequences instead of just feeding consumption cycles. Healthcare is imperfect and messy, but unlike most categories, what you do can genuinely change how somebody experiences their life. ### One of your favorite projects you’ve ever worked on. “Make It With a Fireman” for [Sauza Tequila](https://en.wikipedia.org/wiki/Sauza_Tequila) in 2012. At the time, long-form branded YouTube content was still considered risky. So we proposed putting everything into an absurdly over-the-top video about a ridiculously attractive fireman making cocktails, rescuing a kitten in a beret and embodying every romance novel cliché imaginable. The video hit 1 million views in under 24 hours and became one of the most watched branded clips on YouTube that year. The project permanently shaped how I think about creativity. If people genuinely want to engage with your work, you can outperform budgets 10 times larger than your own. Play ### A recent project you’re proud of. [“Champions in Care”](https://www.bms.com/medical-resources/healthcare-providers/champions-in-care.html) for [Bristol Myers Squibb](https://en.wikipedia.org/wiki/Bristol_Myers_Squibb). The insight was simple: during Covid, healthcare professionals were treated like heroes, yet only a few years later many were exhausted, distrusted and emotionally invisible. So we imagined what a world of visible gratitude toward providers could feel like. The film starts with a single thank-you note handed to a doctor, then transforms into something almost surreal where appreciation begins appearing everywhere. Also, “Highlights Real”—intentionally misspelled—for [Nubeqa](https://www.nubeqahcp.com/?utm_source=google&utm_medium=cpc&utm_campaign=NUB_HCP_cpc_google_BRN&utm_content=BRN_X_ALL_PHR_X_X&utm_term=nubeqa&cid=PPC-accountype:GOOGLE-campaign:NUB_HCP_cpc_google_BRN_BRN_X_ALL_PHR_X_X-searchterm:nubeqa-adgroup:General+-+Phrase-keywordid:794669991496&utm_source=google&utm_medium=cpc&utm_campaign=NUB_HCP_cpc_google_BRN_BRN_X_ALL_PHR_X_X&utm_content=General+-+Phrase&utm_term=nubeqa&gclsrc=aw.ds&gad_source=1&gad_campaignid=15633348842&gbraid=0AAAAACsxAHFk62ODhB-KUWrTcRIXW5SOK&gclid=CjwKCAjwmJjSBhB-EiwAkZgxi16kaT2ZOqnvM5XXJEtv0OlJpV9Gz8nnLbYke2-YrhfDbMOsaI-7fRoCJn4QAvD_BwE). We took the insight that after an advanced prostate cancer diagnosis, life can emotionally feel like it stops. We reframed real patient moments as sports-style highlight reels alongside [Tony Romo](https://en.wikipedia.org/wiki/Tony_Romo) and his father, a prostate cancer survivor. To me, the best health creativity isn’t about delivering information louder. It’s about helping people emotionally reconnect with life. ### One thing about how health is evolving that you’re excited about. Healthcare is realizing that attention is increasingly voluntary. People don’t want to be interrupted anymore. They want stories, utility, emotion, participation, perspective shifts—things actually worth their time. The future belongs to organizations capable of creating things people want to carry into culture themselves. ### A book, movie, TV show, or podcast you recently found inspiring. I’ve been obsessed recently with [*Frieren: Beyond Journey’s End*](https://en.wikipedia.org/wiki/Frieren), because it shares a similar trope with one of my favorite films from the past few years, [*Anora*](https://en.wikipedia.org/wiki/Anora). Most stories stop at the happily ever after: defeating the villain, achieving the dream. Both of these stories are interested in what happens after that point, when life simply continues and reality catches back up. That feels far more emotionally honest to me than the fantasy ending itself. ### A visual artist or band/musician you admire. [Shigeru Miyamoto](https://en.wikipedia.org/wiki/Shigeru_Miyamoto), a Japanese video game designer and filmmaker at [Nintendo](https://en.wikipedia.org/wiki/Nintendo). The best Nintendo games are deceptively simple. Almost anyone can start playing immediately, but there’s incredible depth underneath. Great creative work operates the same way. Filmmakers like [Quentin Tarantino](https://en.wikipedia.org/wiki/Quentin_Tarantino) and [Michel Gondry](https://en.wikipedia.org/wiki/Michel_Gondry) also had a big impact on me because they create worlds that feel emotionally and visually unmistakable within seconds. ### Your main strength as a marketer/creative. Identifying emotional and cultural tension, then finding ways to release that tension in a way that is participatory. The best creative work doesn’t just enter culture. It becomes part of how people interact with it. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:emily.seal@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Advertising, Health and Wellness **Tags:** Real Chemistry **Sections:** Community Voices --- ### [Through Music, NPR Host Lara Downes Explores What It Means To Be an American Today](https://musebyclios.com/music/through-music-npr-host-lara-downes-explores-what-it-means-to-be-an-american-today/) **Published:** July 1, 2026 **Author:** Christine Champagne **Content:** What does it mean to be American today? That’s the question at the heart of [“The Declaration Project.”](https://www.laradownes.com/the-declaration-project "The Declaration Project") Lara Downes, a pianist, NPR host and curator, spent two years working on this non-partisan endeavor, which has yielded the album *Hold These Truths*, [a multimedia concert ]()at Lincoln Center, an NPR *America in Pursuit* audio postcard series and a digital archive, with more to come. “‘The Declaration Project’ began as a way to think about America’s 250th anniversary through music,” Downes tells Muse. “I started with these familiar words: ‘life, liberty, and the pursuit of happiness.’ We hear them all the time, but I wanted to know what they mean now, in this particular moment, to real people living real lives across this country.” Initially, Downes thought she would create a performance and recording project. “But the more I thought about the anniversary, the more I felt that it couldn’t be approached from a stage or a studio alone. This is such a complicated time to be asking what America is and what it might become,” she says. Realizing she needed to meet with Americans face-to-face, Downes spent the two years leading up to America’s 250th anniversary traveling across the country “asking questions, playing music, listening and collecting responses. The project became a way to open a conversation about our history, our present reality and the future we still have to build together.” Here, Downes talks about her experiences on the road and how music can be used to bring people closer and start conversations: **MUSE: Tell me about some of the places you visited and the people you met.** Lara Downes: It was a journey through so many different versions of America. I traveled from Northern California to Brooklyn, from Brattleboro, Vt., to Tuskegee, Ala., and a lot of places in between. I was in major concert halls, but also in classrooms, community centers, radio stations, rehearsal studios, senior centers and even a 200-year-old barn. Sometimes I was playing for people who had come specifically to hear music. And sometimes I was walking into a room full of young students who didn’t know exactly why this pianist had shown up with questions about America. Play Those encounters were often the most powerful. I spent time with middle school students, college students, elders, artists, teachers, composers, community leaders and people who simply showed up and were willing to share something honest. Some people responded with spoken reflections. Some wrote poetry or prose. Some children drew pictures. Some of the voices on the album belong to the composers whose music is heard there, and others come from people whose words helped shape the emotional landscape of the project. What stayed with me was the generosity. I was asking people to think about very big, vulnerable questions: What does it mean to be American today? How do you define life, liberty and the pursuit of happiness? What do you hope for the American future? People answered with so much courage and openness. **Why is music a valuable way of exploring what it means to be American?** Music has always been one of the deepest ways we tell the truth about who we are. It carries memory, grief, faith, resistance, joy, longing and possibility. Especially in American music, you can hear the whole history of the country: its beauty, its contradictions, its violence, its resilience, its dreams. For me, music is also a way into a room. It allows me to meet people in a place that is not argumentative or ideological. I can sit down at the piano and share something of myself before I ask anyone else to share anything with me. That changes the conversation. Music creates trust. It gives people permission to feel before they speak. And American music is never one thing. It is spirituals and folk songs, jazz and hymns, protest songs and concert music, immigrant stories and Indigenous echoes and Black American genius and Broadway and gospel and so much else. That makes it a powerful lens for asking what America means, because it already contains so many of our stories. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/06/30183114/laradownes2-1024x819.jpg)**Did you have personal revelations while you were on the road?** Yes, constantly. I don’t think I could have taken this journey and remained unchanged. One thing I learned is that hope is not the same as optimism. Hope is not a cheerful denial of what is happening. It can be fragile, and it can live right alongside fear, anger, exhaustion and grief. But everywhere I went, I found people still carrying it. Sometimes it appeared in a very small way: a child talking about a dream, a student insisting that their identity should not need permission to exist, an elder reminding me that previous generations lived through terrible times and still kept going. I was also struck by how differently people understand the pursuit of happiness. It was rarely about comfort or success in the most obvious sense. People talked about purpose, family, safety, community, authenticity, service and the freedom to become fully themselves. For many young people, especially, happiness was connected to the ability to do meaningful work in the world, to continue what their families and ancestors had struggled toward and to imagine a life with more dignity and possibility. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/06/30184140/Westminster-Senior-Living_Austin-1024x893.jpg)I came away with a deeper sense of responsibility. If we are going to tell the story of this country, it has to be true. It has to include the devastating parts, but also the beautiful and unfinished parts. And it has to leave room for the next generation to imagine something better. **On July 1, you and a collective of artists will take the stage at Lincoln Center. What makes this event special?** The Lincoln Center event is called [“Declaration: Songs of Democracy, Voices of Hope,”]() and it feels like a gathering of everything this project has been moving toward. It brings together live performance, storytelling, video portraits from the road and new music created around the words “life,” “liberty” and “the pursuit of happiness.” There are three world premieres by extraordinary composers: Valerie Coleman, Arturo O’Farrill and Christopher Tin. Each of them is engaging with one of those founding ideals in a very personal and contemporary way. I’ll be there as piano soloist and curator, joined by the American Composers Orchestra under Eric Jacobsen and an incredible group of artists including Christian McBride, Ekep Nkwelle, Aoife O’Donovan, Carrie Rodriguez, Wyatt Ellis, Migguel Anggelo, Louis Cato, the Tuskegee University Golden Voices Concert Choir and others. What makes it special to me is that the voices I gathered on the road are not separate from the music. They are part of the performance. The event is not a patriotic pageant. It is more like a living conversation between artists, communities, history and the present moment. It asks how we can stand inside all the complexity of this anniversary and still make something together. **What inspired you to dedicate so much of your creative energy and time to this endeavor?** We are living through a time when truth feels vulnerable, history is contested and people are exhausted by division. But I do not believe artists are powerless in that kind of moment. We can create spaces where people remember how to listen, how to feel, how to tell the truth and how to hope without pretending everything is fine. That is what I wanted to give my energy to. ![author avatar](https://secure.gravatar.com/avatar/bca57dd4723116a5018776272ebed389875689a3404acf351677240c4d746cec?s=300&d=mm&r=g) Christine Champagne [See Full Bio](https://musebyclios.com/author/christine-champagne/) [ ](https://musebyclios.com/author/christine-champagne/) **Categories:** Music **Tags:** Independence Day **Sections:** Entertainment, Trending --- ### [Where's the Beef? Ontario Butchers Can Answer That Question and So Much More](https://musebyclios.com/advertising/wheres-the-beef-ontario-butchers-can-answer-that-question-and-so-much-more/) **Published:** June 30, 2026 **Author:** David Gianatasio **Content:** Do you have a good face for bangs? How exactly does one do the hokey pokey? What’s the highest hand in poker? Better ask a butcher. They’ll set you straight. Indeed, Ontario Beef’s jocular behind-the-counter know-it-all has the answers in cute spots from Bob’s Your Uncle and director David Hicks. That dude’s got chops! “Research showed that butchers are highly trusted and play an influential role in purchasing decisions,” agency CCO Bob Froese tells Muse. “The work is aimed at Ontario shoppers who already have a positive perception of local beef, but may not think to ask for it at the meat counter.” “The humor makes the work memorable, while the message remains simple: asking for Ontario beef should be the easiest question of all.” “Ontario beef is already well-regarded by consumers,” Froese says. “So, the opportunity is behavioral, not attitudinal. The business goal is to keep Ontario beef top of mind and turn that goodwill into action.” “By encouraging consumers to ask specifically for Ontario beef, and positioning butchers as trusted advocates, we’re reminding shoppers to seek it out, make more intentional purchasing decisions and support Ontario’s local meat industry.” This marks the campaign’s second iteration, following a [flight of commercials in 2024](https://glossyinc.com/2024/08/14/do-penguins-have-knees/). That push steered a 350 percent boost in website traffic and a 60 percent uptick in visits to this [“Find a Local Butcher”](https://ontbeef.ca/store-locator/) tool, the brand says. Daniel Gardener and Alaina Attard show real chemistry as butcher and customer. This stuff’s not fall-down funny. But it offers tasty tidbits, presumably whetting appetites for more and juicing the call to action. “We were working with very talented improv actors and a director with a keen sense of comedy. Once the cameras started rolling, we were in a masterclass,” Froese recalls. “Although we had come into the day with three commercials to shoot, we left with four. The ‘Poker Face’ spot was created from scratch on the set.” Looks like butchers know about making ads, too. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** bob's your uncle, ontario beef **Sections:** Trending --- ### [Mike's Hot Honey Raises Drizzling to High Art](https://musebyclios.com/advertising/mikes-hot-honey-raises-drizzling-to-high-art/) **Published:** July 1, 2026 **Author:** David Gianatasio **Content:** *“Don’t think, just drizzle.”* Words to live by from the Roots’ Tariq “Black Thought” Trotter, delivered in the spot below for Mike’s Hot Honey. He runs a pizza joint, but needs someone to pour Mike’s over pepperoni slices, gelato and more. The work taps into a cultural moment and attempts to make it synonymous with Mike’s. As no brand owns drizzling at present, that goal might just be attainable. It all depends on the flow. Which brings us back to the restaurant, where some young dude—”technically I’m on the verge of manhood”—works hard on his finishing moves: The team hopes to foster a community of like-minded folks “who don’t just love the product but where it comes from and how it shows up in culture,” Nick Kaplan, CCO at agency Another Thing, which developed the campaign, tells Muse. Anthony Jamari Thomas of Scheme Engine directed the spot with comic panache. It’s amusing stuff, with Black Thought and his co-star Omig Flojo smartly rocking a *Karate Kid*-style sensei-student dynamic. “It felt less like a commercial and more like making an indie film about a neighborhood pizza shop in Brooklyn,” Kaplan says. “Another Thing and Anthony built back stories for each character. There was a whole subplot where the front of house guy played by David Ventura was a failed Drizzler, so he was secretly competitive with the main character played by Omig. That didn’t make the final cut, but maybe for the feature when Hollywood options the story!” They filmed at Carmine’s on Graham Ave. in Brooklyn. “Carmine himself was there the whole time,” Kaplan recalls. “We didn’t know this before we secured the location, but he’s a long time Mike’s customer and drizzler himself.” Noble People manages the overarching initiative, which includes a partnership with the Chicago Fire FC, a Chi-town pizza box takeover and cross-platform media appeals. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Mike's Hot Honey **Sections:** Entertainment, Trending --- ### [These Classic Album Covers Are Also Self-Portraits](https://musebyclios.com/art-of-the-album/these-classic-album-covers-are-also-self-portraits/) **Published:** July 1, 2026 **Author:** David Gianatasio **Content:** As a musician’s son and a former drummer, music has always been part of my life. With a background in fine arts, I began my advertising career as an illustrator, which made album cover design especially meaningful to me. In fact, the visual craft of an album has often influenced my musical choices. This collection explores self-portraiture in album covers. Artists across disciplines often see themselves as vessels for creative expression, and that introspection naturally finds its way into their work. For musicians, there may be no more powerful canvas for self-expression than the album cover itself. ### The Police – *Ghost in the Machine* (1981) As an early teen, The Police were one of my favorite bands. Drummer Stewart Copeland was my hero, Sting embodied cool and Andy Summers brought a unique guitar style. The three opinionated members couldn’t agree on a cover photo for *Ghost in the Machine*, so designer Mick Haggerty created a concept instead. Inspired by the seven-segment displays found in old calculators, he represented each band member as a simple digital icon: Andy on the left, Sting in the center and the taller Stewart on the right. It’s a brilliantly simple design that perfectly captures the album’s exploration of humanity and technology. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/07/01135336/aOa-police-1.jpg)### *Peter Gabriel*, aka *Melt* (1980) I could do a whole piece on Peter Gabriel’s album covers, but the one that resonates with me most was his third self-titled effort (aka “Melt” or “Melting Face.”) At a time when musicians tried hard to look slick and cool, I love how Gabriel chose a direction that was honest and unflattering. Inspired by the work of photographer Les Krims, the cover was meant to convey decay and transformation, reflecting tracks like “Biko” and “Games Without Frontiers,” which deal with themes of war, racism and political activism. There’s something incredibly analog about the way the image was distorted. Apparently, they used Polaroids that were smeared while developing to deform his face. No Photoshop or AI required! ![](https://cdn.musebyclios.com/wp-content/uploads/2026/07/01084119/gabriel.jpg)### Daft Punk – *Random Access Memories* (2013) Rather than showing their faces, Thomas Bangalter and Guy-Manuel de Homem-Christo present the robotic personas that have become more recognizable than the musicians themselves. The cover balances technology and humanity: the chrome helmets appear futuristic, while the handwritten title adds a warm, personal touch. Created by director Warren Fu and his team, the hyper-realistic image was achieved through cutting-edge 3D rendering. Fittingly, the sleeve reflects Daft Punk’s philosophy: embracing the future while paying tribute to the disco, funk and soul influences of the past. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/07/01084354/AOA-RAM.jpg)### Kanye West – *Yeezus* (2013) When Kanye West released Yeezus in 2013, he did something radical: he removed the album cover entirely. The package consisted of a clear jewel case, a visible CD and a strip of red tape—nothing more. Created by Virgil Abloh and the DONDA team, it was described as an “open casket” for the dying CD format. As a self-portrait, the design reflects Kanye himself at that moment: stripped down, provocative and determined to challenge expectations. By refusing to provide a conventional image, Yeezus suggests that sometimes the most revealing portrait is the absence of one. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/07/01084505/AOA-west-1024x889.jpg)### Sade – *Love Deluxe* (1992) Who doesn’t love Sade? She’s beautiful, chill, soulful, sexy and has that killer voice. Unlike many artists of the ‘90s, she chose class over crass. Even on what was arguably her most revealing album cover, the image was handled with taste. It’s a true self-portrait, conveying the full range of emotions found in her songs, from longing and tenderness to lust. She almost resembles a bronze statue, forever immortalized as an icon of love and romance. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/07/01084617/aoa-sade.jpg)### *Peter Gabriel*, aka *Scratch* (1978) It’s hard to convey emotion in a simple album cover. Maybe it makes you feel the sensation of scratching a chalkboard. Maybe it makes you feel raw and uninhibited when you’ve had enough, and you just want to dig your nails into something. Peter Gabriel literally scratched away at the photograph until it revealed the paper underneath. It was a visual illustration of his raw, unfiltered approach to his music at the time. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/07/01084820/AOA-gab-2.jpg)### Peter Gabriel – *Passion* (1989) Not your typical album cover art for a movie soundtrack. Then again, *The Last Temptation of Christ* wasn’t your typical film about Jesus. This “Drawing Study for Self Image II “(1987) by the artist Julian Grater wasn’t meant to be a portrait of Christ, but it’s hard not to see the resemblance to the crown of thorns, the anguish and suffering in the piece. It’s interesting how context can completely change our perception of art. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/07/01084935/AOA-passion2.jpeg)### The Style Council – *Our Favourite Shop* (1985) If there was one album cover that summed up my late teens, it would be this one. Growing up in the suburbs, my friends and I would make the trek into downtown Toronto to visit secondhand clothing shops. That smell of vintage clothing mixed with mothballs, army bags, skinny silk ties and tweed overcoats will forever be etched in my mind—much like The Style Council. Paul Weller was the epitome of British cool: elegant and perfectly imperfect. Just like the album cover. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/07/01085139/AOA-style.jpg)### Michael Jackson – *Off the Wall* (1979) M.J.’s image is instantly recognizable today: the sequined glove, fedora, red leather jacket and moonwalk. Yet on *Off the Wall*, he appears as a rising star before becoming a global icon. The cover is strikingly understated: chalk writing on a brick wall, a classic tuxedo and a youthful, almost prom-like presence. Only his glowing socks hint at the signature flair to come. Musically, *Off the Wall* marked a pivotal shift from disco to R&B while also symbolizing Jackson’s own transformation from child performer to mature artist. It was a huge signpost on his journey to becoming the King of Pop. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/07/01085437/AOA-mj.jpg)### *Foo Fighters*, aka *Gun* – (1995) During World War II, pilots used the term “foo fighters” to describe mysterious UFO sightings. Dave Grohl’s choice to name his post-Nirvana band after the phenomenon reflects his fascination with aliens and the unknown. That obsession carries through to the debut album cover, featuring a Buck Rogers XZ-38 Disintegrator Pistol. Shot like a prop from a grainy 1960s documentary, the ray gun feels more artistic than threatening. The same contradiction defines the band’s music. Beneath the heavy riffs, pounding drums and gritty vocals lies a collection of meticulously crafted songs, balancing dynamic precision, melody, and soaring emotional depth. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/07/01135201/Foo-Fighters-Album.jpg) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Art of the Album **Tags:** ALBUM ART **Sections:** Community Voices, Entertainment --- ### [Betclic Wants Portugal Fans to Feel Lucky—Win or Lose](https://musebyclios.com/sports/betclic-wants-portugal-fans-to-feel-lucky-win-or-lose/) **Published:** July 1, 2026 **Author:** Shahnaz Mahmud **Content:** As Portugal powers through to the Round of 32 in its match-up against Croatia in the [2026 FIFA World Cup](https://www.fifa.com/en/tournaments/mens/worldcup/canadamexicousa2026) on July 2, one thing is clear: its supporters are feeling lucky—whether the team wins or loses. Under [Betclic’s](https://en.wikipedia.org/wiki/Betclic) official partnership with the [Portuguese Football Federation](https://en.wikipedia.org/wiki/Portuguese_Football_Federation), the online betting company created a campaign that speaks to soccer’s inherent combination of talent, effort—and an “unpredictable dose of luck.” A proud moment in supporting its country, the brand worked with Dentsu Creative Portugal. “They understand our irreverent spirit and know how to turn a simple insight into something that lands emotionally,” says Ricardo Malaquias, creative manager at Betclic. The spark for the creative came down to a single element. “There’s one thing that never comes down to chance—the pride of supporting your team,” says Diogo Stilwell, creative director at [Dentsu Creative Portugal](https://www.dentsucreative.com/location/portugal). “That tension between luck and certainty became the whole heart of the campaign.” The centerpiece is a short film, “Lucky Us, Portugal Fans,” which sees a happy-go-lucky Portuguese soccer fan making his way to a pub to watch a game, unaware that he’s just missing the danger lurking at every turn as he traverses through the countryside. Lighting strikes decimating trees, a boulder in the shape of a soccer ball, of course, crashes down the hill and a Kraken-like sea creature nearly snatches him up. The short was filmed on São Jorge, using locals as extras, notes Stilwell. “Along the way we lived through earthquakes and more than a little seasickness. It was demanding, unpredictable, and completely worth it—we’ll always be the lucky ones for getting to support Portugal.” “Lucky Us, Portugal” airs across Portuguese TV and on both Betclic and PFF’s social platforms. There is also an English version. The spot was produced by [Playground](https://theplayground.pt/) and directed by [Martim Condeixa](https://www.martimcondeixa.com/). **CREDITS** Client: Betclic Agency: Dentsu Creative Portugal Managing Director: Patrick Stilwell Executive Creative Director: Ivo Purvis Creative Director: Diogo Stilwell Copywriter: Nuno Leal Art Director: Pedro Martoli Account: Ana Marta Duarte Producer: Martim Lemos Production Company: Playground Films Director: Martim Condeixa Executive Producer: João Abreu ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** Sports **Tags:** betclic, Dentsu Creative Portugal, Portugal Football Federation, World Cup **Sections:** Entertainment, Trending --- ### [IShowSpeed and a Mannequin Hit the Road (and Waves) for Expedia](https://musebyclios.com/ad-of-the-week/ishowspeed-and-a-mannequin-hit-the-road-for-expedia/) **Published:** June 29, 2026 **Author:** David Gianatasio **Content:** An Expedia campaign starring [IShowSpeed](https://musebyclios.com/music/swift-kicks-beats-ishowspeed-send-up-kung-fu-flicks/)? That could work. It’s shoppable? Even better. Speed’s sidekick is a goofy mannequin rocking the brand’s colors and logo? Now we’re in the zone! The results—with snappy bits filmed in Corvettes and speedboats—are awfully amusing, as the pair hop around from place to place on their giddy getaway. “The idea was built around having a physical representation of the traveler on a trip with Speed,” allowing viewers to imagine themselves going along for the ride, Expedia SVP, brand marketing and creative Natalie Wills tells Muse. Most sequences feature a stunt actor wearing a costume, though AI sweetened some of the takes. Expedia’s parent company has found its groove of late, notching [strong Q1 bookings and revenue growth](https://www.businesswire.com/news/home/20260507466383/en/Expedia-Group-Reports-First-Quarter-2026-Results). This new work seeks to build on that momentum and reach younger travelers who embrace creators as sources of inspiration. Created by Mother L.A. and Iconoclast directors Gustavo Moraes and Marco Lafer (aka [Alaska](https://www.goodadsmatter.com/post/alaska-films)), the approach feels quirky enough to cut through. And folks can book activities shown in the film via [Exspeedia.com](https://speed.expedia.com/). (See what they did there?) “We’re showing up for travelers in the spaces they’re already engaging in, in a format that feels native to how they explore and get inspired today,” Wills says. “By meeting them there, in a voice and environment they trust, the work is naturally more compelling and drives stronger consideration. Our work with IShowSpeed is a clear example of that in action, embedding Expedia into his content in a way that drives relevance and keeps us in the consideration set from the very start.” The push follows Speed’s [15-hour livestream](https://travelnoire.com/ishowspeed-caribbean-tour-expedia) across five Caribbean countries in one day. That stunt tallied 400 million viewers and yielded a 70 percent bump in search demand for St. Maarten, plus 50 percent for Guadeloupe and 35 percent for Dominica, Expedia says. Now, the brand hopes quirky storytelling and celebrity charisma will juice interest. “What made it especially unique is that it was built as a true partnership from the start, rather than a traditional campaign where a creator is brought in at the end,” Wills says. “Speed and his team were involved throughout the process, shaping the creative in a way that felt authentic to his world.” “There was a constant energy and spontaneity that mirrors how Speed creates content, which made filming feel as much like one of his live moments as it did a traditional shoot. We worked closely with his team to layer in nods and Easter eggs that his audience would instantly recognize—like his ultra fan Denise reference—which help deepen that sense of authenticity.” Along with the :90 hero film, cut-downs will run across social media and online video. ![Spa staff adjusts a yellow face prop lying on a massage table with cucumber slices over its eyes for a relaxing treatment.](https://cdn.musebyclios.com/wp-content/uploads/2026/06/29112220/speed-2.jpg) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Ad of the Week, Travel **Tags:** Expedia, ishowspeed, Mother **Sections:** Entertainment, Trending --- ### [Is Levi's Quiet World Cup Rebellion On Brand?](https://musebyclios.com/musings/why-levis-quiet-world-cup-rebellion-is-so-on-brand/) **Published:** June 30, 2026 **Author:** David Gianatasio **Content:** Right now, draped high above Levi’s Stadium in San Francisco, hangs a Levi’s logo [covered in a white sheet](https://www.nbcbayarea.com/world-cup/levis-embracing-fifas-world-cup-stadium-cover-up-as-a-new-branding-opportunity/4099849/)—its iconic batwing shape still visible, still quietly making its presence known. The marketing world has already erupted with excitement: hot takes, lessons, breakdowns, “what this teaches us about branding.” That’s the story for marketing. But this isn’t a win for marketing. It’s a win for people, and it doesn’t have a name yet. Marketing sees the mechanics. People see the meaning. And the meaning is this: that covered logo is a symbol of rebellion against a rule-heavy institution. A metaphor. People vs. power. The individual against the system. It’s a win for anyone who’s ever had to find a way through a process built to keep them out. It’s a cause for celebration. But you can’t celebrate what you can’t name. There’s a real platform sitting idle here—a rare moment where a brand doesn’t need to shoehorn a sports trope to earn its place at a major event, doesn’t need a celebrity to validate its presence. The moment has already flipped itself. It’s being applauded within the marketing world. But it hasn’t made its way into people’s lives yet. This is a special moment for Levi’s if they can harness it—because it conveys a powerful notion of permission. And there is no such thing as a safe rebellion. It’s easy to forget that, historically, Levi’s clothed laborers and factory workers—hard-wearing denim, warm and durable. Then the preferred social uniform became the shirt and tie, a symbol of progress and conformity. When Marlon Brando started wearing denim, the youth followed. It was a stance of defiance. And it wasn’t popular with everyone. This summer at the FIFA World Cup, denim has invaded the stadium. An imperial game taken over by Americana, on American soil. We watch a brand charging onto the pitch in full denim, finding its way to the penalty box and heading the ball clean into the goal. They wrong-footed the institution and sent the goalkeeper flying the other way. But the audience needs to see that in full color. Right now, only the marketing folks are clapping. We hear the word “culture” used a lot in advertising, like it’s some kind of accessory to be mixed in at the final stage. The reality is that without culture there is no brand because there is no place to stand. Brands have to stop thinking of themselves as institutions and towering buildings. They are bridges, and that is all they need to be. They allow people to get to another part of themselves. People need to see this because they’re hit with these life issues every single day—systems that exclude and gatekeepers that block. This moment is better than clever, *it’s human*. It’s a message: When someone tries to cut you down or shut you out, find a way. And if that doesn’t capture the original spirit of Levi’s, nothing does. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings **Tags:** Levi's, World Cup **Sections:** Community Voices, Entertainment --- ### [Nike Canada Hopes You'll Regret Your World Cup Stay](https://musebyclios.com/worldviews/nike-canada-hopes-youll-regret-your-world-cup-stay/) **Published:** June 29, 2026 **Author:** David Gianatasio **Content:** Here are some notable FIFA World Cup-related campaigns that recently broke far and wide, curated by Muse sibling [Ads of the World](http://adsoftheworld.com). ### Nike, ‘Welcome to Canada. We Hope You Regret Your Stay’ Agency: Wieden+Kennedy As part of its “Rip The Script” platform, Nike Canada playfully challenges the country’s reputation for friendliness. The spot highlights the contrast between Canada’s welcoming image and the fiercely competitive style of its Men’s National Soccer Team, positioning the nation as a gracious host off the pitch but a formidable opponent during match play. [Read More](https://www.adsoftheworld.com/campaigns/welcome-to-canada-we-hope-you-regret-your-stay) Play ### Topper’s Pizza, ‘Superstitious’ Candybox This one’s from Canada too. It’s centered around the bizarre, everyday superstitions shared by sports enthusiasts, the spot seamlessly positions Topper’s Pizza as an essential part of their match-day ritual. [Read More](https://www.adsoftheworld.com/campaigns/superstitious) Play ### Changi Airport Group, ‘Where the World Comes to Play’ We follow a football as it journeys through some of Changi Airport and Jewel’s most recognizable spaces, including the Rain Vortex, Wonderfall and Dreamscape. Featuring members of Singapore’s national team with a cameo by legend Fandi Ahmad. Beyond the film, the celebration extends through live match screenings and interactive challenges. [Read More](https://www.adsoftheworld.com/campaigns/where-the-world-comes-to-play) Play ### Fox One, ‘The FIFA World Cup Comes First’ Agency: Anomaly Built around the obsessive nature of World Cup fandom, the campaign follows supporters whose attention is completely consumed by the tournament, even while carrying out important everyday responsibilities. Across a series of comic films, fans attempt to balance watching matches with tasks such as supervising a swimming pool or taking a driving test—with predictably chaotic results. Set to Frankie Valli’s “Can’t Take My Eyes Off You,” the work playfully captures the emotional fixation of football supporters and the feeling that, during the World Cup, everything else can wait. [Read More](https://www.adsoftheworld.com/campaigns/the-fifa-world-cup-comes-first) Play ### Pepsi x Football Nation, ‘The Sound of Football’ For more than half a century, Pepsi has been part of football culture, from major tournaments to grassroots competitions. Its new Football Nation platform shifts the focus beyond the action on the pitch to the emotions, rituals, and communities that surround the game. Celebrating everything from pre-match traditions and lifelong rivalries to post-match debates and shared moments of joy, the initiative recognizes that football is shaped as much by its fans as its players. [Read More](https://www.adsoftheworld.com/campaigns/the-sound-of-football-pepsi-football-nation) Play ### Pizza Hut, ‘Every Four Years’ Production Co.: New Brand Film The brand highlights how the tournament and its fans evolve over time, while the tradition of sharing a slice remains constant. We follow the generational bond between a father and son as they watch tournaments over the years, it connects the highs, heartbreaks, and comebacks of sport to the enduring ritual of ordering pizza. [Read More](https://www.adsoftheworld.com/campaigns/every-four-years-c28a559d-c560-4377-9f59-a4f495138c2d) Play ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Worldviews **Tags:** Changi, FIFA world cup, Fox One, Nike, Pepsi, Pizza Hut, topper's **Sections:** Entertainment, Trending --- ### [GloRilla Revives 'Eat 'Em Up' Rap for Reese's Puffs](https://musebyclios.com/music/glorilla-revives-eat-em-up-rap-for-reeses-puffs/) **Published:** June 26, 2026 **Author:** David Gianatasio **Content:** Why munch Reese’s Puffs cereal exclusively for breakfast when you can indulge after-dark for a chill late-night treat? C’mon, live a little! GloRilla delivers that message in a fun music video from The Martin Agency and director Ari Mairena-Dannon. She revamps “Eat ‘Em Up,” the brand’s earworm rap jingle that [dropped 17 years ago](https://www.youtube.com/watch?v=gub9x8fP6yw), to depict the chocolatey, peanut-buttery puffs as more than just a morning treat. Some scenes take place in a giant bowl filled with cereal and milk—and there’s a humongous spoon. So, winner! The approach “tapped into something the target audience already knew and loved, but with a new, modern spin,” Martin SVP, group creative director Anne Marie Hite tells Muse. “GloRilla added her signature sound but kept the main verse the same so you instantly recognize it. We also included an homage to the peanut butter swirl from the original commercial and worked with Complex to design a letterman jacket, which is also a throwback.” “We’re excited to see how the remix resonates with both new and old fans alike, tapping into the nostalgia but also keeping it fresh and surprising.” (Sprite explores similar themes in its [splashy new campaign](https://musebyclios.com/music/the-living-tracklist-from-sprite-and-genius-celebrates-hip-hops-evolution/) focused on hip-hop lyrics. In 2021, Martin leveraged music culture for Geico to create a [“Scoop! There It Is!”](https://musebyclios.com/music/geicos-scoop-there-it-is-is-now-a-real-ice-cream/) ice cream.) “It was a late-night shoot so we were thankful to have the rap blasting to keep us energized,” Hite recalls. “By the end of the night, everyone on set knew (and was singing) every word.” Versions of the clip will hit all major platforms, including Spotify, Apple Music and YouTube. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Music **Tags:** Reese's, The Martin Agency **Sections:** Entertainment, Trending --- ### [How Joe Sargent Creates Vibrant Experiences for Brands, Legends and Fans](https://musebyclios.com/2-minutes-with/how-joe-sargent-creates-vibrant-experiences-for-brands-legends-and-fans/) **Published:** June 29, 2026 **Author:** David Gianatasio **Content:** For [Joe Sargent](https://www.linkedin.com/in/joesargent/), sports are way more than just pastimes. A marketing consultant and former Clio Spots Awards judge, he looks beyond the games to build culturally resonant, scalable activations that delight fans and drive business impact. Through the years, he’s led integrations and growth strategies for Miller Lite and Effen Vodka, the Kansas City Chiefs and the Atlanta Dream. We spent a few minutes with him to learn more about his background, creative inspirations and recent work he’s admired. Joe, tell us… ### Where you grew up, and where you live now. I grew up in Virginia Beach, and currently live in Atlanta. ### Your earliest sports memory. Going to Norfolk State, Hampton and Old Dominion basketball and football games. The HBCU game-day atmosphere is unique. Five-year-old me couldn’t believe the band was playing songs from the radio! These memories drove me toward a career in sports. That experience, atmosphere and community is a feeling I try to bottle and re-create. ### Your favorite sports team(s). The Detroit Pistons will always be No.1. I also inherited the Wolverines, Lions and Tigers from my dad. Happy to say I’ve seen most of those teams win a championship in my lifetime. So I’m not holding my breath for the Lions. ### Your favorite athlete(s). I grew up trying to emulate Isiah Thomas in my own game. Once I started working in sports, my fandom subsided as all games start to look like work. I became a fan of Naz Hillmon while working for the Atlanta Dream, though. She does all the dirty work and even added a 3-pointer to her game. She’s underrated. ### Your favorite sports movie or TV show. *White Men Can’t Jump*. The original, all due respect to Jack Harlow. ### Your favorite sports podcast or news show. *[The Dan Lebatard Show](https://www.youtube.com/@LeBatardShow)*. It doesn’t take itself too seriously, and they hit all the relevant sports and pop-culture topics with depth and analysis but also with the sensibilities of a wacky radio show. They added a sports business show called *The Sporting Class* that digs into the nerdy media and financial topics and balances the tone of the main show that can get silly at times. Ultimately, I love a show that’s fan-first, and the Meadowlark crew has weathered the rocky podcast landscape by being authentic to their voice and vision. ### Your favorite sports video game, if you have one. I still play NBA2K, albeit poorly. My PSN ID is “ImWashedYo” so everyone should know at tipoff that I’m there for vibes. ### A recent project that you’re proud of. This one just went live at the end of June. I’m executive producer of “Legacy Weekend,” a two-day celebration in Knoxville timed to the Women’s Basketball Hall of Fame induction, the 10th anniversary of Pat Summitt’s untimely death and the AAU Girls Championships. I led brands, talent and partners on the ground. It’s the clearest expression of why I do this: Take a cultural moment and build an experience that fans, legends and brands all show up for. On deck after this is an activation that brings one of the biggest streamers into the college football world. And a live experience built with the cast of one of Netflix’s biggest shows. ### Someone else’s recent work that you admire. Being a judge for the Clios Sports Awards was awesome for a lot of reasons, and No.1 was seeing the [“Kyle F\*cking Connor + KFC”](http://linkedin.com/posts/the-clios_congratulations-to-courage-on-winning-three-activity-7404339591354273792-WUhz/) collab. I appreciate the wit and quick thinking by everyone involved. I appreciate any brand that will lean into consumer behavior and act more like the fan next to you on the couch than a precious artifact on a pedestal. The commitment, speed and cultural fluency shown by KFC, the Winnipeg Jets and Kyle himself is admirable and will push me when ideas feel a little too safe. ### What sports does that nothing else can. On the field, the bond teammates form is almost like family because of the shared sacrifice. Off the field, the power of sports to unite fans is often on display and a big part of why I love working in the industry. Playing rec basketball helped me find friends and build my network in new cities as I moved around for my career. It became the “golf course” where I talked shop and connected with new colleagues. At its best, it’s a beautiful thing. ### What you’d be doing if you weren’t working in the sports space. I started my career in CPG marketing. I could see myself back on that side of the table as the head of a brand that sponsors a lot of sports, popping up court-side or in a suite. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** 2 Minutes With **Tags:** Sports **Sections:** Community Voices, Entertainment --- ### [The Invisible Made Visible](https://musebyclios.com/partner-content/the-invisible-made-visible/) **Published:** June 30, 2026 **Author:** Shahnaz Mahmud **Content:** Imagine for a moment, on a day like any other, you’re going through the motions of life, and then suddenly … something feels off. Your arm or leg on one side feels unusually weak. No matter how hard you try, you simply can’t muster up enough strength to move it. You try to call out for help, yet the words you need to do so, refuse to be formed. Then a numb, heavy sensation takes a hold of the side of your face as facial drooping begins. It’s a stroke. It envelops your world. It strips you of your faculties, it detaches you from yourself and casts you into a void. But, you survive. Changed, but still here. This is where the journey to recovery begins. And slowly, through small gains, you begin to climb your way out of the void. Words gradually become less difficult to find, your hands get a little steadier. And that signature smile that your friends and family know you for, starts to resurface. Now imagine knowing you could lose it all again. [Every 12 seconds](https://www.thelancet.com/action/showPdf?pii=S1474-4422%2823%2900277-6) [someone experiences a recurrent stroke](https://www.sciencedirect.com/science/article/pii/S1474442224003697?ref=pdf_download&fr=RR-2&rr=a0276c98681af78f). [Often more disabling and often deadlier](https://www.thelancet.com/journals/laneur/article/PIIS1474-4422(13)70255-2/abstract). For survivors, the fear of a recurrent stroke is ever present, with the threat of being plunged back into the void lingering as they try to rebuild life over a sinkhole that could give way at any moment. [Despite the risk of recurrent stroke being high](https://www.sciencedirect.com/science/article/pii/S1052305721003384?ref=pdf_download&fr=RR-2&rr=a02762b53ea542cd), it is often overlooked, with only two out of five doctors seeing a significant unmet need for these patients. Bayer faced a challenge: How do you get the world to care about a threat it can’t fully see? Together, with Syneos Health Communications, they set out to build a disease state awareness campaign that highlights more than facts about the high unmet need in secondary stroke prevention. It needed to create an urgency for change by giving stroke survivors a voice and bring the hidden emotional reality of stroke recurrence into view. The insight that guided the work was both simple and unsettling: although the first stroke may be over, survivors are never fully free from the fear of another. “To answer that challenge, we started by listening. We brought artists into conversation with stroke survivors and their care partners, and through those exchanges a clear emotional truth emerged: while the first stroke may be behind them, the fear of having another one stays with them. That insight became the foundation of the creative campaign idea for ‘The Invisible Made Visible’, to transform an invisible burden into something tangible, visible and confronting,” says Ulrike Lindner, associate creative director at Syneos Health Communications. After immersing themselves in each survivor’s fears and hopes, artists Dodo Newman, Blagovesta Bakardjieva and Ulrike Lindner herself created unique images that gave shape to the invisible burden of living with the possibility of another stroke. Stroke survivor Sas Freeman also contributed her own artwork, grounding the project even further in lived experience. Those artworks were then transformed into striking half-face masks, inspired by one of stroke’s most recognizable symptoms: facial droop. For Lindner, the symbolism of the masks was central to the project’s emotional impact. “We chose half-masks because they reflect the in-between state many survivors live with. A stroke may be over, but its presence never fully disappears. The masks gave visible form to a fear that is often hidden: the fear of recurrence.” Once complete, the masks stepped out of the studio and into the world as the centerpiece of “The Invisible Made Visible”, carrying with them the fears, memories and fragile hopes from which they had been made. Launched at the heart of the global stroke conversation, at the European Stroke Organisation Conference 2025, the masks invited audiences to look beyond recurrence as a clinical term and see it for what it often is in the lives of survivors: a shadow, a possibility, a fear that never fully recedes. There, surrounded by science, data and professional exchange, the masks brought something else into the room. Presence. Vulnerability. Emotion. They interrupted the usual language of medicine with something quieter, more human and harder to turn away from. That same force traveled through the wider campaign. Across digital and social channels, the masks became a visual expression of what recurrent stroke feels like to live with. They transformed an abstract risk into something immediate and intimate, giving shape to a burden that often goes unseen. “What makes this DSA campaign so special is that it brings together science, creativity, and most powerfully the authentic voices of stroke survivors,” says Céline Starck, global brand director at Bayer. “It’s their truth, their fear, and their strength calling us to act. It’s more than just awareness. It’s lived experience demanding change in secondary stroke prevention.” The response proved that people felt it. The campaign generated more than 3,000 congress engagements, over 600,000 social impressions, more than 130,000 video views, and more than 2,000 link clicks. Recurrentstrokes.com also saw strong engagement following launch, with 1,374 users, 2,298 sessions and a 45 percent engagement rate between July and November. Just as significantly, the campaign drove recall among 1 in 2 HCPs. Yet the impact of the work was not only measurable in numbers. It was present, too, in the emotional responses it drew. One association partner described the campaign as “so touching and impactful” and as “one of the best I’ve seen.” That is perhaps what “The Invisible Made Visible” achieved most powerfully. It gave recurrent stroke a form. A presence. A face. And in doing so, it made something long overlooked harder to ignore. As Johannes Ottomeyer, creative director at Syneos Health Communications, reflects, “At its core, this campaign was never about adding another message, but about making an existing reality visible.” “Across all of the ideas explored by the creative teams, this one stood out from the beginning, because it didn’t need to be constructed or staged. It was already there, grounded in something real.” ![](https://cdn.musebyclios.com/wp-content/uploads/2026/05/22135723/ulrike-lindner-potrait-F.jpeg)Ulrike Lindner, ACD, Syneos Health Communications\*\*This article contains Bayer proprietary research: *Bayer. Data on File. Disease burden, unmet needs & FXIa inhibitor class perceptions* ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** Partner Content **Tags:** Syneos Health Communications **Sections:** Community Voices, Lifestyle --- ### [Etsy Zings Amazon to Top Our 5 Ads of the Week](https://musebyclios.com/advertising/etsy-zings-amazon-prime-day-to-top-our-5-ads-of-the-week/) **Published:** June 25, 2026 **Author:** David Gianatasio **Content:** ### Bestie: It’s Amazon Prime Day. So Etsy Lets Other Jeffs Shine Non-billionaire Jeffs who sell on Etsy deliver the goods via agency Orchard and director Pat Martin. A cheeky full-page message placed in Bezos’ *Washington Post* drives home the social satire. JB’s got the Midas touch; but genuine human connections are pure gold for Etsy. [Read More](https://musebyclios.com/advertising/its-amazon-prime-day-so-etsy-lets-other-jeffs-shine/) **And in no particular order…** ### You Had to Be at Least 100 Years Old to Star in This Tito’s Vodka Ad Bandolier Media and director Ben Steinbauer introduce Tito’s new 100ml bottle by casting five charming centenarians. Grover’s sly line deliveries slap, and Harry’s hatred of jigsaw puzzles nearly steals the show. [Read More](https://musebyclios.com/advertising/you-had-to-be-at-least-100-years-old-to-star-in-this-titos-vodka-ad/) ### The Studs on These Soccer Boots Look Just Like Taco Bell Tacos Madrid agency Fuego Camina Conmigo leverages the term “taco”—which in Spanish refers to both food and the studs on soccer boots—for a limited-edition shoe drop. LaLiga tough guy Pablo Alfaro used to make opponents cry—but here, he coaxes smiles with deadpan comic timing. [Read More](https://musebyclios.com/sports/the-studs-on-these-soccer-boots-look-just-like-taco-bell-tacos/) ### Is This an Agency Meeting or a Live World Cup Match? It’s Both! Who’d rather follow their fave World Cup team than attend a pitch from the LERMA\\ agency? Surely, that would be everyone. A self-deprecating promo that hypes the shop’s AI playbook. [Read More](https://musebyclios.com/advertising/is-this-an-agency-meeting-or-live-world-cup-match-its-both-thanks-to-lerma/) ### Toyota’s Sweet Pup Tells a Tale of Loyalty and Devotion Fetch my Kleenex—this one’s a tearjerker. The Quick agency developed a retro-anime-style short that tweaks the story of Hachiko, a famously loyal pooch. The work hails from Georgia—the nation, not the state. [Read More](https://musebyclios.com/eurovisions/toyotas-sweet-pup-tells-a-tale-of-loyalty-and-devotion/) Play ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Amazon, Etsy, Lerma, Tito's Handmade Vodka, Toyota **Sections:** Trending --- ### [Classic Album Covers Trumpeting Music That Takes Bold New Directions](https://musebyclios.com/art-of-the-album/classic-album-covers-that-warn-you-the-music-inside-takes-bold-new-directions/) **Published:** June 26, 2026 **Author:** David Gianatasio **Content:** I’ve always been fascinated by album cover design. The notion of pairing a visual statement with a piece of audio art is no small task. I should know. I once designed an album cover for a band that was so divisive among the members that they ultimately broke up and the disc was never released. (Although, one member promised to get the art tattooed on his chest, so I guess that’s some sort of win.) At minimum, an album cover has one main job: to attract the attention of whatever dork walks into a record store. If it’s a really good design, the art provides some sense of what that dork will experience once they play it. That’s where it gets intriguing. The following five albums sound nothing like the artists’ previous work. And the designs on the front should serve as a warning to any dork walking into a record store. ### Tame Impala – *Currents* (2015), Designer: Robert Beatty This now-iconic design left little question as to what was in store for the listener. The vibrant cover with an ’80s aesthetic felt both brand-new and nostalgic. Was it created by hand or digitally? Photoshop or airbrush? The metallic ball acts as a focal point while it shreds against the lines, turning them from calm static lines into turbulent waves. Anyone holding this album knows they are on the brink of something new. This design acted as the catalyst for Tame Impala’s migration from fuzzy psychedelic rock to trippy electro-pop. We were warned. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/06/26091529/TameImpala_Currents.jpg)### Bruce Springsteen – *Nebraska* (1982), Designers: Andrea Klein, David Michael Kennedy Nebraska depicts a scene captured by landscape photographer David Michael Kennedy. It feels raw, unfinished and haunting. Combined with the bold red type from art director Andrea Klein, the layout resembles something one might see in a set of crime scene photographs. Nuanced and dark, the image matches the album’s sound and story. The Boss was embarking on a stripped-down, folky concept album, and the cover vibe matched it perfectly. (Side note: The Killers took a page from Springsteen with their 2021 album *[The Pressure Machine](https://en.wikipedia.org/wiki/Pressure_Machine#/media/File:The_Killers_-_Pressure_Machine.png)*. The Las Vegas arena rockers traded their polished sound for a lo-fi exploration of a small Utah town, complete with documentary interviews from locals. The cover? It’s a black-and-white landscape photo with red accents. Highly recommend.) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/06/26091550/Bruce_Nebraska.jpg)### Talking Heads – *Remain in Light* (1980), Designers: Tina Weymouth, Chris Frantz, Tibor Kalman By playing with funk, world music, punk rock and jazz, Talking Heads helped usher in the ’80s New Wave genre. But what made this band so intriguing was their mastery of visual aesthetic. From dance routines and stage costumes to liner notes, they were quite the brand. The fact that David Byrne met Tina Weymouth and Chris Frantz while attending the Rhode Island School of Design probably didn’t hurt. But when it came to this album cover, Weymouth and Frantz—who were inspired by the slow implosion of the group—worked with the MIT Computer Lab to blot out the faces of the band with red blocks. This process took painstakingly long in that early era of digital tech (the mainframe itself took up two rooms). The result was a crude yet powerful image of band members hiding from each another. It’s a great example of their ability to mash-up musical styles and the perfect set-up for the genre-bending music hiding inside. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/06/26091609/TH_RemainInLight.jpg)### Beastie Boys – *Ill Communication* (1994), Designers: Mike D, MCA, Gibran Evans, Jim Evans, Bruce Davidson This one saw the Beastie Boys firmly going back to their roots as a live band. They had moved away from their frat boy hip-hop image and cemented themselves as a punk- and jazz-fused rap trio. The Beasties wanted to find an image to set the tone for a grittier, lo-fi image of vintage Americana weirdness. They used a picture from the portfolio of Bruce Davidson found in a photography archive magazine. The boys felt the image perfectly captured the literal notion of “Ill Communication” while also lending itself to a more artful tone and intention. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/06/26091635/BB_IllCommunication.jpg)### Weezer – *Pinkerton* (1996), Designers: Rivers Cuomo, Chris Bilheimer, Janet Wolsborn One of the biggest visual contrasts from one album to the next must be Weezer’s *[Blue Album](https://en.wikipedia.org/wiki/Weezer_(Blue_Album)#/media/File:Weezer_-_Blue_Album.png)* to *Pinkerton*. Just two years earlier, four clean-cut young men stood in front of a blue background to showcase one of the most iconic discs of the ’90s. The *Blue Album* featured fuzzed-out, yet glossy songs with sing-along choruses even your mom could nod along with. *Pinkerton* drew its main artwork from a Japanese ukiyo-e woodblock print that frontman Rivers Cuomo came across during a band hiatus to study at Harvard. This sets the stage for songs about isolation, sadness and dealing with internal darkness. If you picked up this album expecting the “Oooooo, eeeeee, oooooos” of “Buddy Holly,” you’d be sorely mistaken. Rivers is more interested in telling us how bored he is with sex. We shouldn’t be surprised, though; he tried to warn with the packaging. ![Album cover for Weezer's Pinkerton showing a snowy, moonlit village with thatched-roof houses and mountains, two children walking along a path under a starry sky.](https://cdn.musebyclios.com/wp-content/uploads/2026/06/26091649/Weezer_Pinkerton.jpg) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Art of the Album **Tags:** ALBUM ART, Design **Sections:** Community Voices, Entertainment --- ### ['The Living Tracklist' From Sprite and Genius Celebrates Hip-Hop's Evolution](https://musebyclios.com/music/the-living-tracklist-from-sprite-and-genius-celebrates-hip-hops-evolution/) **Published:** June 25, 2026 **Author:** David Gianatasio **Content:** ![Promotional banner with three green Sprite cans in graffiti style, against a dark green background, featuring the slogan 'DRINK. DEBATE. COLLECT.' and a QR code on the right.](https://cdn.musebyclios.com/wp-content/uploads/2026/06/24170901/sprite-1-1.jpeg)Few marketers go as far back with hip-hop as Sprite. In 1986, the soda cast Kurtis Blow in one of the [first mainstream TV commercials](https://www.vibe.com/features/editorial/music-sermon-sprite-st-ides-hip-hop-625444/) to spotlight rap music. Through the intervening years, luminaries like HeavyD, A Tribe Called Quest, Missy Elliot and Drake have helped hype the brand. That makes the soda’s summer splash—a “Living Tracklist” collab with Genius, the song-lyric database—feel especially on-point. Sprite and Genius convened a Cultural Authority Panel consisting of industry heavyweights Angie Martinez, Speedy Morman, Scottie Beam, Nyla Symone, Rob Markman, Josh Peas and Frazier Tharpe. That group helped shape the campaign, which includes a [Spotify playlist](https://open.spotify.com/playlist/7n7XBVDfYzy2pRf4LGNmtz?si=AZk6GM_KQ9SZ2kwd6KEgCg&nd=1&dlsi=219c5234509a487b) of 50 key songs. There’s also collectible packaging and content built around some of rap’s most famous tracks, bringing their words into focus. By turns, hip-hop’s messages have proven hard-hitting, hyperbolic and often hilarious. This push shows the depth and breadth of the art form, highlighting lines and phrases that cut through the clutter and hyper-charged the imaginations of recent generations. “Hip-hop’s legacy is written in its lyrics—they capture the stories, perspectives and moments that continue to resonate across generations,” says Genius revenue chief Jackie Vignone. With that in mind, the campaign “is a celebration of the songs that helped shape the genre and its influence over the last 60 years. We’re inviting fans to revisit these iconic tracks, explore the stories behind them and join the conversation around the music that continues to inspire and drive culture today.” Check out this clip for a lengthy and fascinating discussion among the expert panelists on rap’s rich legacy and future: Play Some insights from the video: - “We weren’t taken seriously as a genre, as a culture, even as a business and now we’re at this place where hip-hop generates so much revenue and creates generational wealth for our culture,” says Markman (who’s both a rapper and Genius VP). - “I want to just make an argument for Soulja Boy and say ‘Crank Dat.’ I think that really ushered in a new generation of music, specifically in terms of marketing, using the internet in a certain way. He’s a guy who doesn’t get a lot of credit, and people tend to try to laugh at him. But … Soulja Boy really was a very impactful person in hip-hop,” offers Morman. - “I feel like people are so hard on Cardi,” adds Martinez. “It’s not easy to be at the forefront of anything these days. \[Cardi B\] speaks her opinions, she makes her music, and she lives her life out loud. It’s not the same climate as it was for some of these other artists. Queen Latifah didn’t have to deal with some of the things that Cardi and other women have to deal with now, in terms of the way the media treats women.” These tracks are repped on Sprite cans and bottles: - “Rapper’s Delight” (1970s) - “The Payback” (1970s), - “Me, Myself and I” (1980s) - “C.R.E.A.M.” (1990s) - “U.N.I.T.Y.” (1990s) - “Big Poppa” (1990s) - “Shook Ones, Pt. II” (1990s) - “Crush on You” (1990s) - “Superthug” - “Still Not a Player” (1990s) - “Insane in the Brain” (1990s) - “California Love” (1990s) - “My Name Is” (1990s) - “Bling Bling” (1990s) - “Southern Hospitality” - “Grindin” (2000s) - “Back Then” (2000s) - “Country Grammar” (2000s) - “Crank That” (2000s) - “Drop It Like It’s Hot” (2000s) - “Super Bass” (2010s) - “Bodak Yellow” (2010s) - “March Madness” (2010s) - “Norf Norf” (2010s) - “Magnolia” (2010s) - “TGIF” (2020s) “Sprite has been with the culture and of the culture since day one,” says Chris Keyes, the brand’s director of creative + strategy for North America. “The ‘Living Tracklist’ is the truest expression of that commitment to intentionality. It wasn’t dreamed up in a boardroom, but in collaboration with the people and partners who shape the culture every day.” Indeed, Sprite’s street cred makes this one feel like a natural fit. It should amplify the brand’s standing in a community it’s long championed while attracting new fans (to both the soft drink and music that helped shape global culture for the past 50 years). The campaign ecosystem includes a Genius-hosted [microsite](https://livingtracklist.genius.com/) with stories behind the 50 tracks plus a sweepstakes, OOH elements and outreach across digital, audio and social channels. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Music **Tags:** Genius, hip-hop, Sprite **Sections:** Entertainment, Trending --- ### [The Death of Disposable Taste: Gen Z Is Redefining Value at Home](https://musebyclios.com/musings/the-death-of-disposable-taste-gen-z-is-redefining-value-at-home/) **Published:** June 24, 2026 **Author:** David Gianatasio **Content:** Marketers love to describe Gen Z as impulsive, trend-obsessed digital natives—constantly scrolling, constantly buying, constantly moving on. Yet new research suggests the opposite. Arnold partnered with DCDX, a research and strategy firm, to understand how this generation is building life at home today. Through a survey of more than 500 Gen Z renters and homeowners, alongside in-depth interviews designed to look beyond what they purchase, a different portrait emerged. They’re a generation exhausted by cheap thrills and disposable stuff. ### Infinite Inspiration, Zero Satisfaction Gen Z’s feeds are a nonstop home-makeover reality show—apartment tours, Pinterest boards, vintage resellers and “core” trend inflation. Inspiration has never been more abundant. Yet abundance has created a paralysis problem. Take cooking, for example. We bookmark thousands of recipes we see online and end up making none of them. We can all relate. For Gen Z, that same dynamic shows up at home. One young renter told us: “I’m looking at inspiration every day… probably 20 times a day I’m on Facebook Marketplace. I never buy from it. I just check it out.” Another described the feeling as constant enablement: “We’re always being fed, ‘you could buy this product.’ It just makes us shop for stuff we don’t really need.” They scroll Pinterest to imagine a life they haven’t lived yet. They use TikTok as a search engine to validate taste they don’t fully trust. They refresh Facebook Marketplace not to buy, but hoping the next scroll will unlock the answer. The result is far from empowerment. It’s an unscratchable itch. ### Cheap Is the New Expensive We went into this study expecting price sensitivity. What we found was something more emotional: distrust. Gen Z has grown up surrounded by low-cost, low-quality products—and they’re tired of it. “It’s like fast fashion for the home,” one 26-year-old renter told us. “Temu is just… s\*\*\*. It’s poorly made, so it doesn’t last, and then you just buy more and more.” Another put it more simply: “*Lo barato sale caro*—cheap comes out expensive. I’d rather invest in something that lasts.” In the survey, Gen Z ranked price and quality as equally important when buying for the home. When forced to choose, quality mattered twice as much as convenience—a striking finding for a cohort with less disposable income than previous generations. As one 25-year-old renter told us, “Sometimes things look great online…and then I get it and it’s falling apart in two weeks. I want quality—not just for me, but for when people come over.” It signals a hard-earned truth: buying cheap often costs more—financially and emotionally. ### The Rebirth of the Bargain Hunter This doesn’t mean Gen Z has suddenly embraced luxury spending. Far from it. What they’ve reframed is the meaning of “bargain.” Quality matters more than convenience, but affordability still matters too. The real flex is finding something that looks expensive but isn’t. “I’m sort of like a born-again bargain hunter,” a 26-year-old renter told us. “Rent is so high now. I don’t have that freedom anymore. I still love fancy things for my apartment, but I’m way more intentional.” Being a bargain hunter is now a signal of good judgment instead of cheap taste. ### A Cultural Shift Brands Can’t Ignore The data is clear. Gen Z isn’t looking for more options, they’re searching for conviction. They’re rejecting fast furniture, disposable stuff, regretful impulse buys and algorithm-driven sameness. Determined to create homes that feel authored—more like them, less like everyone else. The future of life at home won’t be faster, louder or cheaper. It will be slower, more tactile and made to last. To win over a generation that’s “exhausted by cheap thrills,” brands need to start acting like curators instead of vendors. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings **Tags:** Arnold Worldwide **Sections:** Community Voices --- ### [You Had to Be at Least 100 Years Old to Star in This Tito's Vodka Ad](https://musebyclios.com/advertising/you-had-to-be-at-least-100-years-old-to-star-in-this-titos-vodka-ad/) **Published:** June 23, 2026 **Author:** David Gianatasio **Content:** At age 104, Grover is finally ready for his close-up. And dude gets the last word hyping a new 100ml bottle for Tito’s Handmade Vodka. He leads a cast of centenarians—all first-time actors, apparently—who excel in this :30 from Bandolier Media and director [Ben Steinbauer](https://en.wikipedia.org/wiki/Ben_Steinbauer): Tito’s brought the idea to Bandolier, which promptly “put out a call to local retirement homes” around Central Texas, Bandolier co-owner and creative director George Ellis tells Muse. “The response was great. The challenge was finding folks and then making sure we could have caregivers and family bring them to a central location.” Along with Grover, we meet Antoinette, Jesse, Johnnell and puzzle-hater Harry, each 100. Their fun performances transcend the novelty factor and cast the brand in the best light. “We heard stories from folks living remarkable lives, and so much personality came through on camera,” says Tito’s content manager Christina Rhodes. “Choosing just five for our campaign was no easy task. And the centenarians we worked with are wonderful and brought so much humor and wisdom to the set.” ![](https://cdn.musebyclios.com/wp-content/uploads/2026/06/23133653/tito-3.jpg)Ellis recalls, “One memorable moment was when we asked Grover if he played bingo recently. His response: ‘Oh yes, I played recently. I think it was 1982.’ Which for a 104-year-old, is hilarious and somewhat recent!” “They all had very good senses of humor, it was inspiring. Also other ‘extras’ from the retirement home kept chatting us up and wanting to be a part of it.” The work breaks this week on various video platforms. **CREDITS** Tito’s Handmade Vodka Taylor Berry, SVP Marketing Allie Wester, VP Brand Marketing Jimmie Blount, Creative Director Christina Rhodes, Content Manager Alicia Nguyen, Art Director Chris Barnard, Creative Hannah Stomski, Associate Manager, Marketing Engagement Brian Petroccio, Senior Director Trade Marketing Anna Chamness, Senior Manager Marketing Communications Haley Novak, Senior Media Manager Laurel Epps, Brand Designer Max Tuma, Senior Manager Trade Marketing Aryan Douglas, Senior Brand Portfolio Manager Olive Smith, Project Coordinator Tiffany Nguyen, Marketing Communications Assistant Bandolier Media George Ellis, Creative Director Louis Montemayor, Creative Director Daniel Stone, Account Director Trishia Daniel, Project Manager The Bear Ben Steinbauer, Director Angie Dominguez, Editor Elizabeth Spiva, Executive Producer Jennell Lewis, Producer Isis Massoud, Casting Director Christopher Hunt, DP ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Bandolier Media, Tito's Handmade Vodka **Sections:** Trending --- ### [NBA Players Group Seeks to Own the Brand Game](https://musebyclios.com/sports/nba-players-group-seeks-to-own-the-brand-game/) **Published:** June 26, 2026 **Author:** Shahnaz Mahmud **Content:** What happens when athletes no longer stand alone, but come together as one? The ability to control their own destinies. That’s the powerful message in a new campaign, “Own the Game,” by the newly-formed [Plyrs Untd](https://nbpa.com/news/plyrs-untd-nbpa-launches-new-commercial-brand-to-amplify-collective-player-influence). Launched by the [National Basketball Players Association](https://nbpa.com/), Plyrs Untd operates as a consumer-facing brand that markets and commercializes the collective name, image and likeness rights of the league’s most recognizable athletes. The launch campaign centers on the short film below, which features 22 NBA stars, including [Jaylen Brown](https://en.wikipedia.org/wiki/Jaylen_Brown), [Jalen Brunson](https://en.wikipedia.org/wiki/Jalen_Brunson), [Stephen Curry](https://en.wikipedia.org/wiki/Stephen_Curry), [Kawhi Leonard](https://en.wikipedia.org/wiki/Kawhi_Leonard) and [Jamal Murray](https://en.wikipedia.org/wiki/Jamal_Murray). “They always loved what we brought to the game, but they didn’t like where it came from,” a narrator begins. “For too long, everyone profited from player culture—except the players themselves.” Play “We knew from the start that we wanted this film to be a genuine reflection of our membership and the incredible diversity within it,” says Keisha Wright, SVP of partnerships at the NBPA. The spot was shot at a pop-up event facility dubbed Plyrs House, where the athletes “act as the architects of their own activations, including podcasts, events and parties. This setting allowed us to bring a massive group of our players together under one roof, capture their real, raw energy and translate that directly into the film.” [Kendrick Lamar](https://en.wikipedia.org/wiki/Kendrick_Lamar)’s creative agency, Project 3, handled the work. “If you think of an artist who is completely authentic and engages directly with his fans, no one does it better than Kendrick Lamar,” says David Kelly, NBPA executive director and Plyrs Untd CEO. “He has built and scaled his own independent companies. The synergies were obvious. We are building an authentic brand that represents the players without a middleman. Partnering with someone who has already mastered this exact model in the music and film industries was an absolute no-brainer.” The campaign will live across YouTube, Instagram, TikTok, Threads and X. The :30 version will also run on select partner platforms. Of the newly-created entity, Wright emphasizes the main goal is creating a B2C platform that returns more value to the players. “Historically, athletes have licensed their Name, Image, and Likeness (NIL) to outside brands without reaping the benefits they truly deserve,” she says. “We are changing that paradigm.” “We’re launching a brand that empowers players to maximize their NIL and build their own personal empires. We’ll achieve this through original content, direct-to-fan experiences and our new lifestyle image library, which is the most expansive of its kind.” ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** Sports **Tags:** NBPA, PLYRS UNTD **Sections:** Entertainment, Trending --- ### [Serena Hypes Factor's Ready-Made Meals Ahead of Her Wimbledon Comeback](https://musebyclios.com/sports/serena-hypes-factors-ready-made-meals-ahead-of-her-wimbledon-comeback/) **Published:** June 17, 2026 **Author:** David Gianatasio **Content:** Serena Williams is hungry these days. For a win in her Wimbledon return … and for Factor’s ready-made truffle-butter fillet mignon, as we learn in the spot below. At 44, the uber-icon recently hit the grass courts for a Big W tune-up after 4 years away from the sport. She’s gearing up for Wimbledon, which kicks off at month’s end. Against that backdrop, Factor aced it, so to speak, leveraging the coverage around Williams’ comeback to boost its brand. Serena just signed with the company, and she curates a rotating weekly collection of high-protein, GLP-1-friendly meal options. “Factor was fairly sure that news of Serena playing in a professional tournament again was going to make headlines,” agency Maximum Effort, which developed the campaign, tells Muse. “So, the idea of an ad in which she gathers her team and announces that she’s ‘changed her mind’ felt like a fun way to lean into the conversation and anticipation.” “Serena, unsurprisingly, wasn’t afraid to have a little fun with the moment.” And the partnership makes sense, as Williams is all about strength and fitness, elements Factor emphasizes across its range. “I’ve always been intentional about what I eat because performing at the highest level starts with taking care of yourself,” Williams says in press materials. “Factor makes eating well easy with meals made from real ingredients that are ready when I am. As a busy mom and athlete, having that kind of quality and convenience is something I truly value.” Promos began dropping this week across TV and social. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Sports **Tags:** Maximum Effort, Serena Williams **Sections:** Entertainment, Lifestyle --- ### [Duncan Channon's Jessea Hankins on Finding the Human Story in the Creative Work](https://musebyclios.com/2-minutes-with/duncan-channons-jessea-hankins-on-finding-the-human-story-in-the-creative-work/) **Published:** June 22, 2026 **Author:** Shahnaz Mahmud **Content:** [Jessea](https://www.linkedin.com/in/jesseaperryhankins/) is currently ECD at Duncan Channon. Her decades-long career includes stints at Wieden+Kennedy and Bartle Bogle Hegarty. Clients include Sephora, Kettle Chips, the United Nations, Kona Big Wave, Horizon Organic and the Calif. Department of Public Health. We spent two minutes with Jesse to learn more about her background, her creative inspirations and recent work she’s admired. Jessea, tell us… ### Where you grew up, and where you live now. My dad was a radio DJ, so I grew up as a “radio brat,” traipsing all over the country. We moved 11 times before I graduated high school, bouncing from Los Angeles and Seattle to Detroit and back again. If you add up all the years, I’ve spent the most time in California, but I don’t really have a hometown. I was always the new kid in school, missing the place we just left. It also turned me into a person who was basically yearning all the time, which is probably how I became a poet. These days I live in Portland, Ore., with my husband, kids and our exceedingly fluffy kitten Avalanche. ### A moment from high school or college that changed your life. I went to UC Santa Cruz, wrote a lot of poetry, wandered around in the forest searching for fairies and desperately hoping magic was real. The thing that actually changed the course of my life was a temp agency. Shortly after graduation, I moved to Portland and signed up with one. They sent me to do admin work in the finance department of a company I’d never heard of called [Wieden+Kennedy](https://en.wikipedia.org/wiki/Wieden+Kennedy). ### A book, movie, TV show or podcast you recently found inspiring. Movie: [*Project Hail Mary*](https://en.wikipedia.org/wiki/Project_Hail_Mary_(film)). But the work I’ve found the most creatively exciting lately is [Jacqueline Novak’s](https://en.wikipedia.org/wiki/Jacqueline_Novak) comedy special [*Get on Your Knees*](https://www.netflix.com/title/81240800). I love watching her mind at work, how she drops little breadcrumbs then circles back many turns later to pay them off. It’s obsessive, literary, twisty, manic and hilarious. ### A recent project you’re proud of. I’m especially proud of [“Girlhood,”](https://www.rhymeswithmessy.com/shero) a pro-bono campaign we created for the [SHERO Foundation](https://www.sherofoundation.org/) to fight sex trafficking and support survivors. It was such a heavy topic and a thorny creative challenge. We needed people to understand the reality of trafficking without reducing survivors to their trauma or leaving viewers in despair. So instead of focusing on the crime itself, we focused on the loss of ordinary girlhood—friendships, sleepovers, crushes, all those moments every kid deserves to experience in safety. ### Your main strength as a creative person. I’m exceptionally dogged at getting to the heart of the matter, whether that’s in a creative brief or understanding client feedback. I cannot do creative work unless I feel the human story. I’ll happily drag my beloved colleagues with me into the maelstrom of endless questions about why something matters and why anyone cares until we get to a place that’s emotionally honest. ### Your biggest weakness. I get very attached to creative ideas. I’ve been in this business long enough to know that great work gets killed more often than it gets made. ### Tell us about your novel writing adventures as Avery Williams. I considered myself a serious poet, and wanted to keep my [commercial YA fiction work](https://www.amazon.com/stores/Avery-Williams/author/B007I9R5VS?ref=ap_rdr&shoppingPortalEnabled=true&ccs_id=53b14560-f5d4-474a-b5a2-49d8b39e9c38) separate from the Serious stuff, like when [Anne Rice](https://en.wikipedia.org/wiki/Anne_Rice) wrote smut under a nom de plume. However, we live in a world with the internet and that was a silly idea. The books follow Seraphina, a 600-year-old girl who can move her soul from body to body and has been doing so since the Black Plague. Like me, she desperately wants to believe in something more than this earth, but her ability is explained through the quasi-scientific language of alchemy. They take place in the modern Bay Area, where Seraphina is trying to escape a controlling fellow body-mover who could be inhabiting literally anyone. Thrillers! I have more novels in me. They’ll erupt someday. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:daveg@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Advertising **Tags:** Duncan Channon **Sections:** Community Voices --- ### [It's Amazon Prime Day. So Etsy Lets Other Jeffs Shine](https://musebyclios.com/advertising/its-amazon-prime-day-so-etsy-lets-other-jeffs-shine/) **Published:** June 23, 2026 **Author:** David Gianatasio **Content:** Step aside, Bezos. You’re not the only Jeff in town. Prime Day 2026 has arrived. So Etsy will spotlight several of its sellers who share a forename with Amazon’s founder (currently the world’s [fourth-richest human](https://www.forbes.com/real-time-billionaires/), give or take a few billion). Along with videos, there’s OOH and a full-page message in the Bezos-owned *Washington Post*. It drops today, natch, and reads, in part: “Shop from non-billionaire Jeffs… These Jeffs are makers, not moguls. Craftspeople who put a little bit of themselves into every piece they make.” > [View this post on Instagram](https://www.instagram.com/p/DZ7Y0DfEUfS/?utm_source=ig_embed&utm_campaign=loading)[A post shared by etsy (@etsy)](https://www.instagram.com/p/DZ7Y0DfEUfS/?utm_source=ig_embed&utm_campaign=loading) Whoa. Bezos will be crying in the hot tub of his super-yacht tonight! Srsly, in our current climate, the campaign from agency Orchard should strike some chords. It’s a neat way for Etsy to stand apart, riding the Prime Day wave to unlock coverage and potential sales. Hey, VP of brand marketing Daniel “Monty” Montalto, what’s the inpso here? “We were looking at one of the biggest shopping moments of the year and thinking about the kinds of messages consumers typically hear during that period,” Montalto tells Muse. “Much of the conversation is focused on deals, speed, convenience and volume—it’s commoditized—which makes sense, since this entire shopping moment is manufactured. For Etsy, we saw this as an opportunity to say something different by focusing on the people behind our products.” Across this new work, the Jeffs rep that vibe. “When we realized there were more than 5,000 sellers named Jeff on Etsy, it became a compelling lens through which to tell that story,” he says. “These are potters, furniture makers, artists and entrepreneurs who have built businesses around their creativity and craft.” “We also loved that it was immediately understandable and culturally relevant, but also rooted in something completely unique about our marketplace. The Jeffs became a symbol for the millions of independent sellers who run their businesses on Etsy every day.” Fair enough, but why will this appeal to Etsy’s audience? “We’re seeing growing interest in products that feel more personal, more meaningful and more connected to the people who made them,” Montalto says. “While that trend is especially pronounced among younger consumers, we think the desire to understand where products come from and what our purchases support is something that resonates across generations.” “The biggest takeaway we hope people have is that where you shop and what you purchase is a choice. Behind every Etsy purchase is an independent seller, a real person making things that are meaningful and unique. If someone comes away thinking a little more about who they’re buying from and choosing one of our sellers because of that, then we’ve done our job.” This approach amplifies [Etsy’s recent ads](https://musebyclios.com/advertising/etsy-expands-focus-to-celebrate-being-human/) with connection as a point of differentiation. “Every purchase supports an independent seller and every item comes with a human story behind it. That link between buyers and sellers is at the heart of Etsy and what continues to set us apart,” Montalto says. “There are times when you’re just looking for speed and convenience, like if you’re out of deodorant and need it delivered by 8 a.m. But when you’re looking for something special, for yourself, for someone you care about, or any particular occasion, Etsy and our sellers bring care and meaning to the moments that matter.” A pair of non-Bezos Jeffs who star in the initiative savor the possibilities. “They all took great care of me, from filming at a soundstage, to filming at my home and pottery studio,” says Jeff Brown, owner and designer at Jeff Brown Pottery in Seagrove, N.C. “I have been a seller on Etsy since 2007, and every year since 2010 Etsy has brought more customers to me than my website could by itself.” Jeff Zabriskie, the founder of LUXGEN woodworking in Tahoe Vista, Calif., adds, “The platform has allowed us to create products we’re proud of and spend more time with our growing family.” “And to anyone out there who dreams of building something of their own: believe in yourself and go for it! There will be long days, challenges, and moments when it feels impossible but if you stay committed and keep pushing forward it’s absolutely worth it. The hard work, sacrifices, and lessons learned along the way make the success that much more meaningful.” ![](https://cdn.musebyclios.com/wp-content/uploads/2026/06/22174504/ETSY-ooh.jpg)**CREDITS** Company: Etsy Creative Agency: Orchard Production: Rocket Science& Fill In the Blank Director: Pat Martin Editorial: Cartel VFX/ Color: ETC & Significant Other Music and Sound Design: Good Ear Music & Barking Owl Creative Agency Credits: Heather Larimer, Group Creative Director Christine Taffe, Creative Director Ashley Crouch, Sr. Art Director Brooke Tudeen , Account Director Jennifer Kim, Sr. Account Manager Jenifer Ruske, Exec Producer ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Ad of the Week, Advertising **Tags:** Etsy **Sections:** Trending --- ### [Craft Brewer Protests ICE's Presence at World Cup](https://musebyclios.com/sports/craft-brewer-protests-ice-at-fifa-world-cup/) **Published:** June 25, 2026 **Author:** David Gianatasio **Content:** As political protests go, this one’s pretty tame. But sometimes, piquing public interest works wonders, where shouts of dissent can get lost in the din. Finnish brewery Olarin Panimo and agency United Imaginations just introduced a 4.9 percent lager available at Helsinki bars as part of an initiative called “Best Served Without ICE.” Of course, the name refers to the controversial security role played by U.S. Immigration and Customs Enforcement at stadiums hosting World Cup matches this summer. “Sporting events should be an arena for building community spirit and shared passion, not for intimidation,” says Ville Leino, an Olarin Panimo founder. The effort feels sincere but not overblown, making its point through wordplay that most Americans—and, sadly, many folks around the world—will readily understand. ![Box filled with green-labeled energy drink cans, stacked in a cardboard carton; two cans prominently show a soccer-ball graphic and pull-tabs visible on top surfaces.](https://cdn.musebyclios.com/wp-content/uploads/2026/06/24102928/ICE.jpeg)“The beer’s name works on two levels: Good beer is best served without ice, and football is better without ICE. It’s a simple statement rooted in who we already are as a brand,” Leino tells. Muse. “The U.S. often sets the tone for broader developments across the Western world, so it felt important to acknowledge the situation in the host country in a way that was authentic to our football culture and our values.” “It also reinforces the kind of brand we want to be: socially aware, playful and willing to take a stand when it genuinely matters. We know one small Finnish brewery won’t change the world. But we live in fragmented times, and if we can make even a few people feel they’re not alone in what they believe, that’s meaningful enough for us.” The brand last waded into world affairs in 2022, with projects centered on transformations of the “Z” symbol associated with Russia’s invasion of Ukraine. “Only take a stand when it’s genuinely connected to your brand, your community and your values. People can tell the difference between conviction and opportunism,” Leino says. “Keep the message simple and relevant instead of trying to comment on everything. A clear, authentic point of view is far more powerful than broad virtue signalling—and if you choose to speak up, be prepared to stand behind it.” ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Sports **Tags:** Olarin Panimo, Politics, United Imaginations, World Cup **Sections:** Entertainment, Trending --- ### [Video Series 'Spills the Historical Tea' for Gen Z](https://musebyclios.com/advertising/video-series-seeks-to-spill-the-historical-tea-for-gen-z/) **Published:** June 23, 2026 **Author:** Shahnaz Mahmud **Content:** Former American presidents and first ladies feature in a social video series aimed at reaching Gen Z. The effort—a collab from [More Perfect](https://www.joinmoreperfect.us/), [The Ad Council](https://www.adcouncil.org/) and [ATTN:](https://www.attn.com/)—seeks to “spill the historical tea” to inspire young people to learn lessons from history. The series is timed to American’s 250th birthday. The videos slot into More Perfect’s [“In Pursuit”](https://www.inpursuit.org/) initiative. More Perfect is a bipartisan alliance of Presidential Centers and leading educational and civic initiatives. Social publisher ATTN: produced the shortened history lessons, alongside four content creators. For instance, [Emily Mazza](https://www.instagram.com/makeupbyemazza/?hl=en) is a beauty expert who blends makeup tutorials with storytelling and historical themes. Here, she profiles the nation’s second first lady, Abigail Adams: > [View this post on Instagram](https://www.instagram.com/reel/DZsQXn8x4xT/?utm_source=ig_embed&utm_campaign=loading)[A post shared by Emily Rose Mazza (@makeupbyemazza)](https://www.instagram.com/reel/DZsQXn8x4xT/?utm_source=ig_embed&utm_campaign=loading) “At the Ad Council, we have a long history of creating unifying messages during defining moments in our nation’s history, so we’re excited to be partnering with In Pursuit to play a role in this milestone year for our country,” says chief campaign and program officer Heidi Arthur. “It’s so important for all of us—and especially young people, as future leaders—to be informed about our history, so we can draw from the lessons of the past as we shape our future.” ![](https://cdn.musebyclios.com/wp-content/uploads/2026/06/22230653/Ad_Council_InPursuit_TheDebrief_16x9_P1_v7_260608_JC_CTM_V2_Screengrab02.jpg)The series will primarily be promoted across ATTN: and the participating creators’ social platforms, which collectively reach 4.6 million users. “The most rewarding part of this effort has been seeing the content come to life—the Ad Council, ATTN: and the participating creators have done a beautiful job translating the lessons of our presidents and first ladies into ‘snackable’ and enticing social videos,” says Colleen Shogan, CEO of “In Pursuit” at More Perfect. Shogan adds More Perfect is planning to have an entirely new set of essays and contributors in 2027 focusing on American history. ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** Advertising **Tags:** Ad Council, ATTN:, In Pursuit, More Perfect **Sections:** Trending --- ### [Dispatch From Soccer Nation: Grow the Game and You'll Grow the Culture](https://musebyclios.com/musings/lesson-from-soccer-nation-grow-the-game-grow-the-culture/) **Published:** June 24, 2026 **Author:** David Gianatasio **Content:** For more than two decades, BMO has invested in the growth of soccer in Canada, from grassroots programs to the professional game. When Canada was awarded the opportunity to host matches in the FIFA World Cup, it marked something bigger than a sporting event. It was the culmination of years of growth for the sport in this country and a signal that Canada had arrived on the world stage as a soccer nation. Over the past few weeks, we’ve watched Canadian cities transform. Transit stations are covered in soccer imagery. Watch parties are overflowing. Office conversations have shifted from weekend plans to match predictions. People are proudly wearing jerseys representing not only Canada, but the countries their families came from. For the first time, soccer doesn’t feel like a niche interest in Canada. It feels like a national conversation. What’s especially interesting is that one of the central figures in that conversation, Alphonso Davies, captain of Canada’s Men’s National Team and one of the world’s top soccer players, hasn’t even played yet. Injuries kept Davies out of Canada’s opening matches, but his presence has been everywhere. As a BMO soccer ambassador since 2022, he’s featured in advertising, social feeds, news coverage and everyday conversations. In many ways, he’s become one of the faces of the tournament before stepping onto the pitch. With Davies expected to return to the lineup in the coming days, that excitement is only likely to grow. That says something important about where soccer sits in Canadian culture today. As the Official Bank of Canada Soccer and the namesake of BMO Field, where the tournament is being played in Toronto, BMO already had credibility in the space. The challenge wasn’t how to attach BMO to the moment. It was how to participate in it in a way that felt authentic, visible and genuinely fun for fans. We saw this as an opportunity to show up in a way that matched the scale and energy of the moment, creating experiences across the city that bring people closer to the game and to each other. Play The insight was simple: most people won’t experience this tournament from inside a stadium. They’ll experience it from everywhere else. They’ll experience it on their commute, at work, in public squares, on patios, at watch parties and scrolling through their feeds between matches. The city itself becomes part of the tournament. That idea became the foundation for a campaign to turn Toronto into a citywide celebration of soccer, centred on a single goal: bringing the energy of the tournament into everyday life. Some of the most enjoyable ideas came from asking how soccer could unexpectedly show up in familiar places. The “Hands-Free ATM” turns a routine banking interaction into a soccer challenge, rewarding fans with soccer fan gear when they use their feet instead of their hands. The BMO Deskshaw takes the now-famous BMO desk out into the city, bringing fans directly into the campaign rather than waiting for them to come to it. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/06/24105814/BMO4.jpg)At the center of it all is the BMO Guy, played by Lamorne Morris, joined by Alphonso Davies in a comedic national TV and OLV campaign. One of the advantages of having built this platform over time is that audiences already understand the relationship between the characters. We weren’t introducing a spokesperson or borrowing credibility from a celebrity appearance. We were building on a dynamic people already recognized in past BMO campaigns, allowing us to focus on the humor, fandom and cultural rituals surrounding the game rather than explaining why soccer matters. The spots, directed by Benji Weinstein, lean heavily into comedy because fandom itself is often funny. Lamorne’s comedic timing brings those observations to life, while Alphonso’s willingness to play along allows him to be seen not just as one of the world’s best players but as someone who genuinely enjoys being part of the joke. That balance was important. Consumers today are surrounded by event marketing. What they respond to are brands that understand the culture surrounding the event. The most successful brands don’t simply sponsor moments. They contribute to them. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings **Tags:** BMO, TBWA, World Cup **Sections:** Community Voices, Entertainment --- ### [Cann't Parties, VidCon and the World Cup: What 'Else' Is Happening in Adland This Week?](https://musebyclios.com/advertising/cannt-parties-vidcon-and-the-world-cup-what-else-is-happening-in-adland-this-week/) **Published:** June 23, 2026 **Author:** David Gianatasio **Content:** Got a case of what our friends at The Marketing Club of New York like to call “Cannesbandonment”? For the vast majority of marketers who don’t attend the Cannes Lions International Festival of Creativity, this week can feel a bit exclusionary. Luckily, a few brilliant creatives who were also left behind have put together fun events sure to entertain, inspire and excite. **The Marketing Club of New York Presents ‘Cannesbandonment’** ![](https://cdn.musebyclios.com/wp-content/uploads/2026/06/22163858/image-3.jpeg)We love when FOMO turns into saltiness (the good kind). The Marketing Club of N.Y. is hosting its second-annual [Cannesbandonment event](https://marketingclubny.wildapricot.org/event-6704140)—described as “the premier summer event for marketers left behind by marketers left behind”—at Sixpoint Brewery (Brookfield Place) on June 25 from 6–8 p.m. ET. A ticket includes access to the event, food, beer, wine and drinks. The cherry on top: This year’s get-together will also feature a fundraising raffle to support MCNY’s Centennial campaign as the non-profit organization celebrates its 100th year. The goal is to raise $25,000 by year-end to distribute to college students. Prizes are TBA. **BirmingCannes 2026** ![](https://cdn.musebyclios.com/wp-content/uploads/2026/06/22163858/image-2.jpeg)It’s not N.Y. or L.A., but it sounds swanky as hell. David Griner—former *Adweek* editor turned entrepreneur—is inviting “fellow Alabama-based marketing/ad/creative nerds” to his second-annual [BirmingCannes event](https://www.instagram.com/p/DZtH-zSJxcf/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==). It takes place at his restaurant, Chez Lulu, on June 24, starting at 5 p.m. Food for thought and for the bellies… sign us up (in spirit). **Lighthouse Creative’s ‘CANN’T’ Block Party** ![](https://cdn.musebyclios.com/wp-content/uploads/2026/06/22163858/image.jpeg)While a slice of the advertising world packed their bags to head to the Riviera, creative agency [Lighthouse Creative](https://lhchq.com/) in NYC hosted the CANN’T Block Party in DUMBO, Brooklyn, for the (arguable) majority of the industry that stayed behind. Held at The Dumbo Loft and Dumbo Plaza, the event parodied the extravagant nature of Cannes Lions by reimagining its staples through a gritty, lighthearted Brooklyn lens. Instead of actual yachts and champagne, attendees were treated to an inflatable yacht bounce house, sidewalk sand pits, rosé and cold beer. The festivities also featured a spin on traditional industry accolades. The CANN’T Awards honored “achievements” like Worst Thought Leadership, Lowest ROI and Worst Use of AI. Capturing the true spirit of the “no-yacht-budget” ethos, the grand-prize winner didn’t walk away with a shiny trophy, but rather the keys to an actual, drivable Pontiac Grand Prix. (Please note this event has passed.) **Cans Festival of Freelance by Freelance L.A.** ![Colorful poster reading 'CANS Festival' between two metal tubs filled with bottles and cans on a striped tablecloth.](https://cdn.musebyclios.com/wp-content/uploads/2026/06/23111429/CAN.jpeg)L.A. freelancers, unite… we’ve found the community for you. To combat the annual wave of June FOMO, Freelance L.A. teamed up with Shindig Music + Sound and recurring sponsor Andresen Digital to host the “Cans Festival of Freelance.” Held in Playa del Rey, Calif., the soiree served as a sun-soaked, tongue-in-cheek parody of Cannes Lions, trading La Croisette for La Playa. This year, the event grew so popular it had to be capped just two days after being announced. The Cans event isn’t a first for Freelance L.A., as the community group is known for throwing fun get-togethers throughout the year. It was founded in 2023 by a trio of local creatives—[Jeff Barry](https://www.linkedin.com/in/jeffreybarry/), [Josh D. Weiss](https://www.linkedin.com/in/joshdweiss) and [Stephen Reidmiller](https://www.linkedin.com/in/sreidmiller/)—who set out to connect the lone wolves of the Los Angeles ad industry. Their biggest event is an annual holiday party, which even draws full-timers whose agencies have scaled back their own celebrations. (Please note this event has passed.) **VidCon Anaheim** The industry event geared toward digital culture and its creators is celebrating 15 years of [VidCon Anaheim](https://www.vidcon.com/anaheim/). Running from June 25–27, the project offers passes tailored to different parts of the creator ecosystem, including fans, creators and industry professionals. With a speaker lineup that includes creators like Grayson “The Professor” Boucher and introvert branding expert Goldie Chan, the event is sure to drop plenty of knowledge and Instagrammable moments. **FIFA World Cup 2026** This one is sort of a “well, duh,” but stay with us here. While some may argue that the FIFA World Cup taking place across the U.S., Canada, and Mexico is strictly a sporting event, those of us in the industry know this hasn’t only been years of preparation for the athletes. As [global producer Debi Ribbiani](https://musebyclios.com/2-minutes-with/how-to-produce-for-the-world-cup-without-a-coca-cola-budget/) shared on Muse last week, brands well-equipped to enter the World Cup chat have been preparing for at least two years. So when we see activations like Taco Bell’s [taco cleats](https://musebyclios.com/sports/the-studs-on-these-soccer-boots-look-just-like-taco-bell-tacos/), LERMA’s Chief Growth Officer Taylor Smiley providing [World Cup commentary via AI](https://musebyclios.com/advertising/is-this-an-agency-meeting-or-live-world-cup-match-its-both-thanks-to-lerma/), and Nike’s audacious film [directed by Dan Streit](https://musebyclios.com/sports/director-dan-streit-takes-us-inside-nikes-audacious-world-cup-film/), naturally we are excited to see the final products. Be sure to check out [World Cup coverage on Muse](https://musebyclios.com/tag/world-cup/) and on our sibling site, [Ads of the World](https://www.adsoftheworld.com/collections/2026-fifa-world-cup). ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Cannes Lions **Sections:** Entertainment, Trending --- ### [Is This an Agency Meeting or a Live World Cup Match? It's Both, Thanks to LERMA\](https://musebyclios.com/advertising/is-this-an-agency-meeting-or-live-world-cup-match-its-both-thanks-to-lerma/) **Published:** June 18, 2026 **Author:** David Gianatasio **Content:** You can spend the next 90 minutes following your fave team as they battle in the World Cup—or attending an agency credentials briefing with LERMA\\ chief growth officer Taylor Smiley. That’s a tough choice, right? (Just say yes.) Well, now you can do both—sort of—with some help from AI. Brand leaders who [book a meeting](http://LermaAgency.com) with LERMA\\ during World Cup matches might just see a digitized version of Smiley pop on screen. But he won’t be touting creative strategy or media plans. Instead, he’ll provide commentary, in real time, describing the action taking place on the pitch (instead of making a pitch). “Our creative teams had a brilliant realization,” says Smiley. “Nobody wants another meeting during the World Cup. So, instead of asking people to ignore the match, we created a meeting that helps them enjoy it.” The experience will look something like this… To make a boffo first impression and show off its tech chops, “We took one of the most familiar agency rituals and reimagined it as an experience built around a cultural moment millions of people are already invested in,” says CCO Paco Conde. The initiative will run throughout the World Cup. Naturally, the agency hops brand execs who partake will choose to schedule a real get-to-know-you in the near future. Below, Conde breaks it down: ### MUSE: Were you looking for a self-promo specifically tied to the World Cup? Paco Conde: For a soccer fan, the World Cup is like the holidays when you’re a kid. You wait for it. You dream about it. The problem is, business doesn’t care. And suddenly, someone books a meeting during the match you’ve been waiting four years to watch. For CMOs and C-suite leaders, protecting their calendars is even harder. So we thought: What if the meeting itself became the protection? A meeting that looks important enough to block the calendar, but is actually live soccer commentary. ### What kind of AI did you use? Taylor isn’t a single AI—it’s five AI systems working together in real time, each handling a different layer of the experience. Taylor is synced to every World Cup match, live. Not specific games—all of them. He follows the action across the entire tournament. Behind all of that, a custom-built aggregation engine polls two separate live sports APIs every 10 seconds. There’s no pre-rendered video. The avatar is performing live. ### Can you walk us through the process of making an AI version of Taylor Smiley? Taylor recorded samples through ElevenLabs’ voice cloning platform, which analyzed his vocal patterns. But the voice is only half of it. Taylor’s personality lives in a detailed behavioral architecture that our team crafted by studying how the real Taylor behaves. We built what we call a Natural Voice Guide: a set of performance directions that tell the AI not just what to say, but how Taylor would say it. And critically, Taylor AI doesn’t have a knowledge base that was recorded in advance. He doesn’t have a bank of pre-recorded opinions. His knowledge is live: real-time match stats, lineups, player ratings, pre-match predictions, even web search results—all pulled through tools he decides to use on his own, in the moment, based on what you ask him. We captured the texture of how he communicates and gave it a brain that thinks in real time. So when Taylor gives you a stat or a take, he’s forming it right then, in his own words, from live data. ### Explain how this works from the marketers’ POV. Is there some surprise factor? They’re definitely in on the joke. The invitation makes it clear that this is a live soccer commentary experience, powered by Taylor AI, an AI version of Taylor Smiley, our chief growth officer. People invite LERMA/ to a meeting, not the other way around. The only part we’re being serious about is not talking business during the World Cup. If someone tries to talk about capabilities, Taylor AI will check the real Taylor Smiley’s calendar to schedule a follow-up meeting. He’ll actually send the calendar invite. ### What’s the gain for the agency? It shows how we understand culture, how we use technology and how quickly we can move. We created a sophisticated AI avatar in less than a week. We honestly didn’t know if we could pull it off when we started, but that didn’t stop anyone. That says a lot about the culture inside the agency. Of course, we’d love for it to lead to new conversations and real credentials meetings after the World Cup. But from a very selfish perspective, I also hope it helps me watch every Spain game. Hopefully all the way to the final. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Lerma, World Cup **Sections:** Entertainment, Trending --- ### [For Some Brands, the Lifecycle of Pride Campaigns Has Changed](https://musebyclios.com/musings/for-some-brands-the-lifecycle-of-pride-campaigns-has-changed/) **Published:** June 22, 2026 **Author:** David Gianatasio **Content:** We’re at an inflection point. Trend-chasing Pride work is giving way to 360-degree storytelling and relationship-building from brands that actually mean it. Those brands planning Pride campaigns in 2026 are making a long-term investment, betting that fans will remember consistent, authentic support long after any swing of the political pendulum. It’s funny. The arc of a rainbow—or what we perceive to be an arc—resembled the lifecycle of a trend on social media. It begins, rises, peaks and then inevitably dies. When it comes to Pride marketing, we’re somewhere over the “summit.” That is to say, we’re past the rainbow washing that dominated brand profiles and feeds from 2019 to 2022. Instead, we’ve moved into the natural afterlife of anything popular, where those who participated beforehand still do so because it’s intrinsic to their DNA. And those who discovered meaning or identity in it during the zeitgeist zenith continue their support as well. The brands that stay in are the ones with Pride baked into who they are, not just what they post in June. The arc was always an optical illusion anyway; the real work now is a full-circle commitment to queer communities. Currently, national support for same-sex marriage has [declined from its peak of 71 percent in 2022 to 65 percent](https://news.gallup.com/poll/710810/support-lgbtq-issues-remains-down-peak.aspx). Fewer brands are promoting Pride simply because their bottom line no longer benefits as much from doing so. It’s not in vogue for companies to be gay anymore. But were they ever… lesbian, gay, bi, trans, queer/questioning, intersex, asexual/aromantic? The mirage that resulted from every brand under the sun swapping their icon for a rainbow always seemed hollow. The queer community isn’t a monolith. Yet, the marketing often was. Though that was “OK” because even the lowest-hanging fruit allowed them to join and ideally benefit from the conversation. That doesn’t fly anymore with today’s even savvier consumer: Gen Z. Both a cause and effect, the 2026 version of Pride marketing dovetails beautifully with the rise of Gen Z’s buying power and influence. While this demo is spending less, they’re expecting more: community, transparency and authenticity. To them, rainbow washing would be the equivalent of the [“hello fellow kids” meme](https://tenor.com/bD4oM.gif)—or, “hello fellow gays.” What works now is a more nuanced and meaningful approach from brands who put their money where their feeds are—especially if they have a history of doing so. Look at [ Adidas’ “Love Unites” campaign](https://www.adidas.com/us/blog/665970-the-power-of-love-unites), which has been running since 2019 and partners with Athlete Ally, a nonprofit LGBTQIA+ athletic advocacy group. Similarly, Abercrombie & Fitch launched a partnership with The Trevor Project in 2021 and continues to align its annual Pride collection with a donation to the NGO. And what do you know? Both brands are highly popular with Gen Z, according to [Business Insider](https://www.businessinsider.com/american-eagle-vs-abercrombie-store-tour-2024-1) and [Marketing Mind](https://www.linkedin.com/pulse/gen-zs-top-brands-2023-marketingmindin-mmhxc/). The math is mathing, and the Pride is priding. The window for this queer promotion and storytelling has also been blown wide open. While June still serves as a target for Pride as a heat-seeking missile, it’s not the *only* target. And the best, hottest proof point is the recent cultural phenomenon—and honestly for me, cathartic phenomenon—[Heated Rivalry](https://musebyclios.com/film-tv/the-story-behind-hudson-williams-peloton-hot-spot/). While this demonstrated many truths (Connor Storrie and Hudson Williams are stars; ice hockey is the new it sport; cottagecore can be sexy), perhaps the most important thing it showed is that queer storytelling is evergreen and ever-popular. But not because it’s trendy, but because it’s *needed*. Propelled by viral clips, fan edits, and social media chatter—something earlier queer storytelling and marketing couldn’t leverage—the show struck like lightning in a bottle. I’d argue, though, that its impact will act as a lightning rod for more and more content like it. Content that is proud to celebrate Pride, not just chase it like a random storm. And what usually follows a lightning storm? A rainbow. The story writes itself. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings **Tags:** Pride **Sections:** Community Voices, Entertainment --- ### [Netflix x Anua Bask in the Glow of 'KPop Demon Hunters'](https://musebyclios.com/worldviews/netflix-x-anua-bask-in-the-glow-of-kpop-demon-hunters/) **Published:** June 22, 2026 **Author:** David Gianatasio **Content:** Here are some notable campaigns that broke far and wide in recent weeks, curated by Muse sibling [Ads of the World](http://adsoftheworld.com). ### Netflix • Anua, ‘Gonna Be Glowin’ Agency: BBH Singapore Blending skincare with the vibrant world of K-pop fandom, this campaign invites fans to embrace confidence and self-expression through a high-energy music video inspired by the universe of *KPop Demon Hunters*. Drawing on the visual language of K-pop performance, the film encourages viewers to “own their glow” while celebrating the passion surrounding the franchise. [Read More](https://www.adsoftheworld.com/campaigns/gonna-be-glowin) Play “Gonna Be Glowin'” – Netflix x Anua### Canva Thailand, ‘Anyone Can’ Agency: Wolf BKK Set inside a chaotic advertising agency trapped in an endless cycle of client revisions, we explore the idea that creativity can come from unexpected places. As the project spirals out of control, an unlikely group—including a delivery rider, security guard and cleaner—step in to dave the day. Told with humor and a distinctly local sensibility, the story challenges the notion that creative skills belong only to professionals. The work celebrates how new technology is making storytelling accessible to everyone. [Read More](https://www.adsoftheworld.com/campaigns/anyone-can) Play ‘Anyone Can’ – Canva### BetXchange, ‘It’s Not You. It’s Who You Shoot With’ Agencies: Spitfire Films • Grid Worldwide Built around the idea that success depends not on who you are but where you place your bet, the campaign brings silly scenarios to life. Shot in a single location and captured in single takes, each commercial creates its own distinctive world while maintaining a consistent visual style. The result is a collection of sharp, character-driven stories that use comedy and clever execution to give the brand a memorable and entertaining voice. [Read More](https://www.adsoftheworld.com/campaigns/it-s-not-you-it-s-who-you-shoot-with) Play ‘It’s Not You. It’s Who You Shoot With’ – BetXChange ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Worldviews **Tags:** betXchange, Canva, Netflix **Sections:** Entertainment, Trending --- ### ['Dirt Balls' Headline Stanley Steemer Campaign](https://musebyclios.com/advertising/humans-play-dirts-balls-for-stanley-steemer/) **Published:** May 8, 2026 **Author:** David Gianatasio **Content:** *“One minute, you’ve got an entire grout palace of Italian tile. The next, you’re cleaned out! Not a spore in sight.”* And so it goes for the stars of Stanley Steemer’s latest campaign. They portray “The Dirt Balls”—bits of moldy household detritus livin’ the good life in carpets and air ducts. They laugh at mops, sprays and vacuums. Only Stanley Steemer’s cleaning service fills their filthy hearts with dread. The characters “represent the dirt you don’t see,” says George Ellis, co-owner and creative director of Bandolier Media, which developed the campaign “There’s a real gap between what may feel clean and what is actually clean. ‘The Dirt Balls’ brings that to life in a way that’s entertaining and impossible to ignore.” The cartoonish performances are annoying. But so are real dirt balls. So, the approach feels on point. Strident and weird: how else can actors—in this case Micah Sudduth and Becca Seferian—play crud? “The first question was what the ‘Dirt Balls’ would look like,” Ellis tells Muse. “Would they have bodies and human heads on top? Faces within the bodies? CGI? After funny conversations with the client, we decided that practical costume builds were the way to go.” “Then, the costume process began with Royale Film Co., a frequent collaborator. They brought in an art person, Meredith Johns, who does art and makeup for commercials and also creates costumes for cosplay/Comic-con folks.” “During the costume creation process, we debated types of fur, the ‘bulbosity’ of the Balls and then finally, on set, the makeup, hair and teeth coloring.” “We were lucky to have great clients who were willing to push the humor and find unique ways to weave in the services,” Ellis says. “It’s always good when we’re able to be on the same page on set with the clients and team. That’s where most of the magic happens.” The clips bowed a few weeks back on [Stanley Steemer’s YouTube channel](https://www.youtube.com/stanleysteemer), with support across social and interactive platforms. And now, the filthiest BTS shots ever… ![](https://cdn.musebyclios.com/wp-content/uploads/2026/05/08140640/BTS-1.jpg)![](https://cdn.musebyclios.com/wp-content/uploads/2026/05/08140655/BTS-2.jpg)![](https://cdn.musebyclios.com/wp-content/uploads/2026/05/08140711/BTS-3.jpeg)![](https://cdn.musebyclios.com/wp-content/uploads/2026/05/08140948/BTS-4.jpeg) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** stanley steemer **Sections:** Entertainment, Trending --- ### [The Studs on These Soccer Boots Look Just Like Taco Bell Tacos](https://musebyclios.com/sports/the-studs-on-these-soccer-boots-look-just-like-taco-bell-tacos/) **Published:** June 18, 2026 **Author:** David Gianatasio **Content:** In Spanish, “taco” refers to both food and the studs on soccer boots. That sounds like an ad campaign waiting to happen. And indeed, Madrid agency Fuego Camina Conmigo leveraged the linguistic factoid to tie Taco Bell closer to soccer during World Cup season. “That double meaning opened a whole territory for us: Celebrating an essential part of the game while positioning our tacos as something just as essential to the football experience,” agency ECD Uri Fernández Tur and creative director Nacho Hernández tell Muse. The team created limited-edition shoes, with every stud resembling a taco in the fast-feeder’s distinctive colors. LaLiga legend Pablo Alfaro hypes the footwear in this clip: For a chance to win a pair through June 27, fans can like a post and tag a friend on [Taco Bell Spain’s IG](https://www.instagram.com/tacobellspain/), or visit the app to take part in the giveaway. Here, Tur and Hernández tell us more about the project: ### MUSE: Can you tell us how you made the shoes? Uri Fernández Tur, Nacho Hernández: Creating the boots was an amazing process, almost like building a collector’s piece. We worked closely with YYPLUSPLUS Studio to design a pair of boots that felt like something a major sports brand could actually release. The goal was to seamlessly integrate our tacos into the structure of a professional football boot—not as decoration, but as the actual studs. Every detail was carefully developed and supervised to make sure the design lived up to the standards of the sport. The final result is a pair of custom football boots featuring 10 taco-shaped studs made from flexible resin, each one attached with stainless steel M4 Allen screws. They also come with a custom Taco Bell key that lets you unscrew each taco and reveal a laser-engraved code hidden inside, redeemable for free Taco Bell tacos for an entire year. ### Did you set out to create something tangible, not just ads? We wanted to create something people would actually want: a limited-edition object where the tacos themselves became the most desirable part of the boot. The idea was simple: if we can create desire around the object, we create desire around the product and ultimately around the brand. These boots are a literal expression of Taco Bell’s role in football culture: a pair of football boots with Taco Bell tacos as the stars of the show. Because, in the end, a good taco makes football better. ### Why team up with Pablo Alfaro? He is actually the player with the third-most red cards in LaLiga history. In other words: few people knew how to use their “tacos” better than Pablo. ### He certainly seemed to have fun in the advert. Anyone who remembers him on the pitch might expect him to have that same tough personality in real life. But the opposite is true. He is incredibly kind, approachable, funny and intelligent. The shoot was great because Pablo completely understood the humor behind the idea and embraced it. He was able to laugh at his own football legacy and help us deliver the message. \[Editor’s note: When it comes to rough tactics, [he’s got nothing on Jack Box!](https://musebyclios.com/advertising/jack-checks-all-the-world-cup-boxes-to-top-our-5-ads-of-the-week/)\] ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Sports **Tags:** Taco Bell, World Cup **Sections:** Entertainment, Trending --- ### [Toyota's Sweet Pup Tells a Tale of Loyalty and Devotion](https://musebyclios.com/eurovisions/toyotas-sweet-pup-tells-a-tale-of-loyalty-and-devotion/) **Published:** June 23, 2026 **Author:** David Gianatasio **Content:** Here are some notable European campaigns that broke in recent weeks, selected by Muse sibling [Ads of the World](http://adsoftheworld.com). ### Toyota Center Tegeta, ‘Georgian-Japanese City-shanson’ Agency: Quick Inspired by the legendary story of [Hachiko](https://en.wikipedia.org/wiki/Hachik%C5%8D), the film reimagines the story of loyalty through a distinctly Georgian lens. Created as a 1990s anime-style short, it follows a devoted dog waiting patiently in the springtime streets of Tbilisi for the return of a beloved companion. Set among blooming sakuras and cobbled alleys, the story centers on the bond between the pair and their cherished ritual of traveling together, transforming a universally recognized tale into a heartfelt local tribute. [Read More](https://www.adsoftheworld.com/campaigns/georgian-japanese-city-shanson) Play ‘Georgian-Japanese City-shanson’ – Toyota### Jägermeister, ‘Orange by Nature’ Agency: The Midnight Club Built around the idea that some surprises are more unexpected than others, the campaign unfolds through a series of films that place viewers in increasingly absurd and chaotic situations. In the first spot, a surprise birthday party takes an odd turn when the guest of honor crashes through a wall and into a neighboring apartment, revealing an even stranger scene. [Read More](https://www.adsoftheworld.com/campaigns/orange-by-nature) Play ‘Orange by Nature’ – Jägermeister### Terre d’Abeilles, ‘The Price of a World Without Bees’ Agency: TBWA\\Paris To illustrate the vital role bees play in the food system, this campaign transformed an ordinary French market by increasing the price of fruit and vegetables to reflect a world without pollinators. Tomatoes were priced at €180 per kilo, cucumbers at €30 each and strawberries at €120 per punnet, turning everyday groceries into luxury items. By confronting shoppers with these shocking prices, the initiative made the ecological and economic consequences of declining bee populations tangible, highlighting how closely food affordability is tied to biodiversity. [Read More](https://www.adsoftheworld.com/campaigns/the-price-of-a-world-without-bees) Play ”The Price of a World Without Bees’ – Terre d’Abeilles ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Eurovisions **Tags:** Jägermeister, Terre d'Abeilles, Toyota **Sections:** Trending --- ### [Filmmaker Captivates Ad World by Creating and Posting Spec Spots Across Social](https://musebyclios.com/creators/filmmaker-captivates-ad-world-by-creating-and-posting-spec-spots-across-social/) **Published:** June 17, 2026 **Author:** Christine Champagne **Content:** Filmmaker Rickiece Poulson is gaining the attention of brands by creating and posting spec spots for their products on social media. The Chesapeake, Va.-based filmmaker, who goes by [@KiecesKaptures](https://www.tiktok.com/@kieceskaptures) on TikTok, launched his endeavor in January, shooting spec for brands like Poppi, Nerds and Chips Ahoy!, and giving viewers a behind-the-scenes look at his process. “I had already been creating commercials for local businesses in my area, and I enjoyed it. But I always felt like there was more—more people to reach, more people to impact,” he says. “So, I started this series, ‘Making Commercials for Brands Until They Notice Me,’ not knowing what would come from it. But I figured even if no one noticed, it would still be a great way to practice and improve my skills between shoots.” > [@kieceskaptures](https://www.tiktok.com/@kieceskaptures?refer=embed "@kieceskaptures")The more I create, the more l realize we don’t connect to perfection. We connect to honesty and real moments. So I’m finally ok with being imperfect [\#videography](https://www.tiktok.com/tag/videography?refer=embed "videography") > > [♬ Janice STFU – Drake](https://www.tiktok.com/music/Janice-STFU-7639970612841449489?refer=embed "♬ Janice STFU - Drake") Brands are not only noticing Poulson’s work, they are also hiring him—Synergy Kombucha and Veggies Made Great among them. “I was honestly so shocked to receive their emails, especially Synergy, because I used to work at Food Lion and stock their product. Them reaching out to work together was a full-circle moment,” he says. Here, Poulson talks about what he has learned from his venture and why he loves advertising: ### MUSE: Are you a self-taught filmmaker? Or did you study filmmaking or advertising in school? I’m mostly self taught. I did take photography courses at the Art Institute that taught me some fundamentals that I still use today. But a lot of what I learned came from going out and shooting. I started with just photography. But once I started making videos, I fell in love. I loved all of it. The world you can build, the sound, the visual. It felt like there was so much more I could do creatively through video than I could through photography alone. That’s when I realized filmmaking was the path I wanted to pursue. > [@kieceskaptures](https://www.tiktok.com/@kieceskaptures?refer=embed "@kieceskaptures")The @SaratogaSpringWater bottle looks so premium I had to turn it into a commercial shot from my kitchen [\#videography](https://www.tiktok.com/tag/videography?refer=embed "videography") > > [♬ original sound – KiecesKaptures](https://www.tiktok.com/music/original-sound-7644638826073492254?refer=embed "♬ original sound - KiecesKaptures") ### How do you choose the products you are making spec commercials for? I like to choose everyday products that people can easily recognize. It sparks that curiosity, because they already recognize the product and want to see how I turn it into a commercial shot from home. ### Have you learned any new techniques while shooting these spec spots? One of the biggest things I learned is how small changes can completely change how a product feels. Something as simple as shooting with a blue light versus a red light can dramatically change the mood. Or using harsh lighting to make the product feel more dramatic. Or shooting from a low angle to make the product appear larger than life. A big part of my creative process is learning what makes the product unique and bringing that to life through the video. > [@kieceskaptures](https://www.tiktok.com/@kieceskaptures?refer=embed "@kieceskaptures")Crazy how life can change. [\#motivation](https://www.tiktok.com/tag/motivation?refer=embed "motivation") > > [♬ original sound – KiecesKaptures](https://www.tiktok.com/music/original-sound-7640267421525314334?refer=embed "♬ original sound - KiecesKaptures") ### Do you have a favorite spot that you’ve made so far? I think my favorites are Synergy Kombucha, Veggies Made Great and Saratoga water. \[Synergy Kombucha and Veggies Made Great were paid client projects; Saratoga was a spec ad.\] Synergy because of the full circle moment. It was fun because they sent me three flavors. Each flavor came with its own vibe that I matched with their section of the video. Veggies Made Great was my first time working with baked goods. It was fun trying to make a video that would make the viewer’s mouth water. I was going for a more indulgent, almost sexy type of video. I love playing with textures and creating that sensory experience. Saratoga water was fun because they are more on the premium side. It felt like I was blending luxury with something as simple as water. ### Do you have favorite of all-time TV commercial that someone else has directed? Commercials that immediately stand out to me are Apple’s [“Shot on iPhone.”](https://musebyclios.com/tag/iphone/) I get inspired by those because they are showing that filmmaking is accessible to anyone. Today, you don’t need the Hollywood cameras to make great art. You can create something powerful with what you have in your pocket. Sometimes having less forces you to be more creative. It’s more about your vision and how you execute through storytelling. ### Why are you interested in advertising as a filmmaker? I love advertising because there is a science about it, and I love trying to crack the code. For example, we don’t just watch a commercial and think, “That’s good. I’m going to buy that.” There are triggers that make people desire the product and make us remember the commercial. I love figuring that out. I also love taking everyday objects that we use and showing what makes them unique and special from my perspective. It’s a lot of fun to me watching an idea in your head become reality you can watch. Play ### Your credits also include “The Distraction,” which can be seen on YouTube. What did you learn/how did you grow as a filmmaker from making that short film? Most of my work was shorter content, so jumping into working on a short film was my most challenging project to date. We had a very small crew of four people—everyone wore multiple hats throughout the production. One of the biggest things I learned was how to work with actors and better articulate my vision. I realized directing isn’t just telling someone what to do. It’s guiding them toward the overall vision while giving them the space to perform and express themselves. I also learned a lot about storytelling and pacing. Since it was longer, I was challenged to keep the audience engaged through suspense and tension. It also showed me how important sound design is. From doing this project, I grew tremendously because it threw me out of my comfort zone and forced me to adapt and figure things out. ### What is your favorite movie? *Inception*. I’m blown away at how there are so many layers to the film. Every time I watch, and I’ve seen it well over 10 times at this point, I find something new in it. ### Which filmmakers inspire you? I love how all of Christopher Nolan’s movies have so much depth. I feel like you have to watch his movies more than once—and you’re going to find something new each time. I love how Ryan Coogler pushes genres, and his storytelling ability is the best. He keeps you engaged throughout the whole film. ### Are you working on any other film projects right now? I’m beginning to write “The Distraction Part 2.” My main focus right now is to continue to push out spec ads and learn and grow my video abilities. ![author avatar](https://secure.gravatar.com/avatar/bca57dd4723116a5018776272ebed389875689a3404acf351677240c4d746cec?s=300&d=mm&r=g) Christine Champagne [See Full Bio](https://musebyclios.com/author/christine-champagne/) [ ](https://musebyclios.com/author/christine-champagne/) **Categories:** Creators **Tags:** Rickiece Poulson **Sections:** Entertainment, Trending --- ### [VML's Brian Yamada on Asking, 'What's Now and What's Next?'](https://musebyclios.com/2-minutes-with/vmls-brian-yamada-on-asking-whats-now-and-whats-next/) **Published:** June 16, 2026 **Author:** Shahnaz Mahmud **Content:** As global chief innovation officer, [Brian ](https://www.linkedin.com/in/brianyamada/)heads VML partnership development across startups/emerging technologies, prototyping, product refinement and launches. He also leads the firm’s channel activation team, which includes social media, mobility, search/SEO, PR, content marketing and CRM. Brian joined VML in 1999 and his portfolio of past and present clients includes Dell, Ford, Gatorade, the International Olympic Committee, Kellogg’s, the NBA, Sprint and many more. We spent two minutes with Brian to learn more about his background, his creative inspirations and recent work he’s admired. Brian, tell us … ### Where you grew up, and where you live now. I grew up in Kansas City. I moved back to K.C. when I joined VML in 1999. And while I live here and my office is still in K.C., I spend a lot of time on planes and at our offices and with clients across the globe. ### How you first realized you were creative. For a [Disney](https://thewaltdisneycompany.com/) College Program project presentation, my team designed a festival experience for the [Polynesian Resort](https://disneyworld.disney.go.com/resorts/polynesian-resort/?ef_id=Cj0KCQjw3K7RBhDJARIsAKRtP5R18W6uY_6bWATOHhKh8T-VWNZ2zbKogcxsS_gjkbiU4jUNbXkKzCcaAkYbEALw_wcB:G:s&s_kwcid=AL!5060!3!762501665254!e!!g!!the%20polynesian%20resort%20in%20disney%20world!1582651154!58720401534&CMP=KNC-FY26_WDW_TRA_DXF_W365_RES_DR_Deluxe_Resort_Hotels%7CG%7C5261213.RR.AM.01.01%7CMT1CRZ5%7CBR%7C762501665254&keyword_id=kwd-528918973667%7Cdc%7Cthe%20polynesian%20resort%20in%20disney%20world%7C762501665254%7Ce%7C5060:3%7C&gad_source=1&gad_campaignid=1582651154&gbraid=0AAAAAD_M-kYPwaQX22QNMxuhTuQIF1EAp&gclid=Cj0KCQjw3K7RBhDJARIsAKRtP5R18W6uY_6bWATOHhKh8T-VWNZ2zbKogcxsS_gjkbiU4jUNbXkKzCcaAkYbEALw_wcB) with a fairytale-style story around the event. I hand-drew a key visual of a [Mickey-Mouse](https://en.wikipedia.org/wiki/Mickey_Mouse)-ear-sunset behind an island inside a lei ring of flowers. ### A moment from high school or college that changed your life. My [Blockbuster Video](https://en.wikipedia.org/wiki/Blockbuster_(retailer)) internship in college. My summer research project: investigate future technologies that would compete against the video rental industry. This was pre-internet, so I hit the library to research the video-on-demand projects that cable companies were doing through modems and twisted pair copper wires. That sparked my curiosity about technology changing how we live and reshaping engagement and business models. ### Your most important creative inspirations, and some recent stuff you love. I’m constantly inspired by how people are pushing technology in interesting ways, such as using AI tools for storytelling—like [Runway’s AI Film Festival](https://aif.runwayml.com/). And I love discovering how people are using agentic AI and robotics (physical AI). ### One of your favorite creative projects you’ve ever worked on. [“Jen.AI.”](https://www.vml.com/work/jenai) We launched it shortly after [ChatGPT ](https://chatgpt.com/)debuted, creating personalized videos of [Jennifer Lopez](https://en.wikipedia.org/wiki/Jennifer_Lopez) for [Virgin Voyages](https://www.virginvoyages.com/). The goal was to invite friends on a trip with a fun GenAI inspired spin. The models for voice generation and lip-dub were very nascent back then. ### A recent project you’re proud of. We launched [“Magnif-Eye”](https://magnifeye.1001optometry.com.au/#/home) with our Sydney team. It’s a web app that lets parents use photos of their kids from their phone to make a preliminary risk assessment for [myopia](https://en.wikipedia.org/wiki/Myopia). I’ve had eye issues myself, so appreciate work in this space—and the team did a great job with a fun, simple, AI-powered experience. ### Someone else’s work that inspired you years ago. “Think Small”—the classic ad for Volkswagen ages ago. I still love great copywriting that can concisely communicate a clear idea. Play ### Someone else’s work you admired lately. [“Glidance.”](https://glidance.io/) It’s outside the typical campaign stuff. But this invention integrates AI and an array of sensors and hardware to supercharge the old walking stick or white cane and provide an array of new support for the visually impaired to navigate the world. ### Your main strength as a creative person. Constantly curious. I love to explore what’s now and what’s next—and help the latest tech breakthroughs feel more understandable and approachable. ### Your biggest weakness. Distractions. This is a time of incredible disruption and it’s impossible to keep up with the rate of change. ### A mentor who helped you navigate the industry. Henry Hager, my professor at the University of Missouri Journalism School. His advice to “show up” and “anticipate needs” remain profoundly relevant today. ### What you’d be doing if you weren’t in advertising. Nurturing my 26th start-up. I’ve had a ton of ideas across the years that I haven’t made time to pursue. And if I fully stepped away from advertising and technology, I’d be a fly-fishing guide. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:daveg@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Advertising **Tags:** VML **Sections:** Community Voices --- ### [Bigfoot's Haircare Secret? It's e.l.f.!](https://musebyclios.com/health/bigfoots-haircare-secret-its-e-l-f/) **Published:** June 16, 2026 **Author:** David Gianatasio **Content:** Bigfoot as a glamorous model, busting catwalk moves? Dude works it (and even twerks it) in Tombras’ very amusing spot introducing e.l.f.’s haircare line. But he don’t need no stinkin’ runway! The forest floor’s just fine for Sasquatch, as portrayed by Robert Strange, who gives it all he’s got after sampling some product on the trail: We get nice co-star turns by Peyton List and Yonna Jay, while [Ulf Johansson’s](https://musebyclios.com/film-tv/would-you-buy-a-used-car-from-beetlejuice/) unfussy direction lets the silliness shine. (Just like those wild locks!) Using a snippet of “Also Sprach Zarathustra” on the soundtrack was a neat touch, too. IYKYK Here, Avi Baglia, CCO at Tombras N.Y., and brand CCO Ashley Rosebrook chat with Muse about campaign development: ### Why Bigfoot? What put him in your mind? Avi Baglia: The idea stemmed from the insight that when you have incredible hair you want to show it off, to an almost irrational degree. Bigfoot has always shied away from the camera. But when he gets beautiful e.l.f. hair, he has a massive change of personality and decides. The mythical creature that avoided cameras now actively seeks them. Ashley Rosenbrook: We love making the absurd make perfect sense. Hair is a super emotional category—good hair is confidence. And when you’re having a bad hair day, you just want to hide where no one can see you. There’s no better way to illustrate the power of great hair than Bigfoot coming out of hiding for the first time in history to show off his sleek blowout. ### What’s the not-so-mythical brand takeaway for viewers? Avi Baglia: The biggest message is that e.l.f. now does hair. The eyes, lips and face brand now offers haircare. This was highly anticipated news that we wanted to deliver with surprise and humor. ### Is that a custom creature suit? Avi Baglia: We took an existing movie costume for Bigfoot and then rebuilt it with beautiful, flowing e.l.f. hair. The actor playing Bigfoot featured in Lord of the Rings and Doctor Who among other movies. ### He’s worked a lot in weird gear and prosthetics, yes? Avi Baglie: Having someone with that professional experience was a huge plus. Also, the suit was enormous, standing nearly 7 feet tall. And Robert is a really tall man who was used to playing massive creatures before. He really took to the role. And there were a lot of fun improv movements. Especially the dance moves. ### Any anecdotes from the set? Ashley Rosebrook: We needed Bigfoot’s hair to be super glam for the hair flips, so we gave him what our community calls a “40 inch buss-down.” Keeping all that hair blown out on a humid, rainy set was an adventure in and of itself. It was important to make sure his facial prosthetics would allow him to express the emotions he felt as he discovered his hair could be frizz-free for the first time in his existence. Avi Baglia: We shot the spot in the forests of England. And the day of the shoot it started raining really heavily, which as you can imagine was bad news for Bigfoot’s flowing hair. Luckily, one of the e.l.f. clients was well versed in a rain ritual. And incredibly, right after she did it, it stopped raining for the rest of the day. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/06/16132801/bigF.jpg) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Fashion and Beauty, Health and Wellness **Tags:** e.l.f. Beauty, Tombras **Sections:** Lifestyle --- ### [How Damien Escobar of Art of Sound and Havas Brings Artists, Brands and Culture Together](https://musebyclios.com/2-minutes-with/how-damien-escobar-of-art-of-sound-and-havas-brings-artists-brands-and-culture-together/) **Published:** June 19, 2026 **Author:** Shahnaz Mahmud **Content:** [Damien ](https://www.linkedin.com/in/dameesco/)is CEO of the Art of Sound and chief music officer at Havas. He is an an Emmy Award–winning violinist. We spent two minutes with Damien to learn more about his background, his creative inspirations and recent work he’s admired. Damien, tell us … ### Where you grew up, and where you live now. I grew up in Jamaica, Queens, N.Y. It was one of those places where culture was everywhere. Music, sports, community, family—all of it shaped who I am. Queens gave me my work ethic, my resilience and my appreciation for people from all walks of life. Today, I’m still rooted in New York, balancing life as an artist, entrepreneur and creative leader. ### Your earliest musical memory. Every Sunday, my house sounded the same: [Whitney Houston](https://en.wikipedia.org/wiki/Whitney_Houston), [Chaka Khan](https://en.wikipedia.org/wiki/Chaka_Khan), [Rufus](https://en.wikipedia.org/wiki/Rufus_(band)) and [Motown](https://en.wikipedia.org/wiki/Motown) records playing on repeat. Those songs became the soundtrack to my childhood. I didn’t know it then, but they were teaching me about emotion, storytelling and connection. Then at 8 years old, I picked up the violin and discovered classical music. I was completely captivated. It felt like this entirely different world, but somehow it moved me in the same way the music I grew up hearing did. ### A recent project you’re proud of. I’m proud of what we’ve built with [Art of Sound](https://www.prnewswire.com/news-releases/havas-hits-a-high-note-damien-escobar-named-art-of-sound-ceo-in-bold-music-move-302463559.html). When we started, the idea was simple: sound deserved a seat at the table much earlier in the creative process. Today, we’re helping some of the world’s biggest brands use music, culture and storytelling to create deeper connections with people. Seeing that vision come to life on a global scale has been incredibly rewarding. That same thinking led to [VOLYUM](https://www.prnewswire.com/news-releases/havas-launches-volyum-a-record-label-reimagining-brand-artist-collaboration-302787581.html), a platform we created in partnership with [Virgin Music Group ](https://en.wikipedia.org/wiki/Virgin_Music_Group)to bring artists, brands and culture together in a way that feels authentic to all three. For years, I saw artists looking for sustainable ways to fund and amplify their creativity, while brands were searching for meaningful ways to show up in culture. VOLYUM was built to bridge that gap. It creates opportunities for artists to develop and distribute their work while giving brands a chance to participate in culture through collaboration rather than interruption. Both Art of Sound and VOLYUM were born from the same belief: the future belongs to those who can create genuine connections through music, storytelling, and shared experiences. ### What music can do that nothing else can. Music has the ability to make people feel seen without ever saying a word. It can take you back to a moment, help you heal, inspire you or bring complete strangers together around a shared emotion. I’ve seen people cry, laugh, dance and release things they’ve been carrying for years during a performance. That’s a kind of power that’s hard to find anywhere else. ### Your main strength as a creative person. Seeing possibilities where others see limitations. Some of my best ideas come from places people wouldn’t normally think to look. ### Your biggest weakness. I care too much. When I believe in something, I go all in. Sometimes that means I can spend more time than I should trying to make something great when good might be enough. It’s something I’ve gotten much better at over the years—but the pursuit of excellence is definitely in my DNA. ### What you’d be doing if you weren’t in advertising. I’d still be building something around music and culture. Whether that was performing full-time, developing artists, creating opportunities for the next generation or building businesses that help creatives thrive, I’d still be focused on bringing people together and making an impact through creativity. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:michael.kaufman@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Advertising, Music **Tags:** Art of Sound, Havas, VOLYUM **Sections:** Community Voices, Entertainment --- ### [‘Messy Is Good’: An Inside Look at Growing Up in the Droga House](https://musebyclios.com/advertising/messy-is-good-an-inside-look-at-growing-up-in-the-droga-house/) **Published:** June 16, 2026 **Author:** Luz Corona **Content:** Storytelling isn’t genetic, per se. But the play between nature and nurture in the Droga family is well worth exploring. At this year’s Tribeca X—the Tribeca Festival’s annual celebration of the junction between entertainment and advertising—Muse by Clios sat down with David and Finn Droga. David, an advertising icon with a [40-year legacy](https://www.accenture.com/us-en/about/leadership/david-droga) of crafting legendary brand narratives—ranging from the Tap Project in New York to a city-wide scavenger hunt for Jay-Z’s autobiography—recently transitioned into the role of vice chair at Accenture following four years as CEO of Accenture Song. His son, Finn, is a USC film school graduate currently preparing for his directorial debut with a coming-of-age feature set to shoot in NYC next month. The fireside chat explores the parallels between their different forms of storytelling. We cover what it was like growing up in a household where creativity was celebrated (not stifled) and learn of their aspirations as each embarks on a new chapter. *The following has been lightly edited for length and clarity.* **Muse: David, to set the stage a bit for our friends in the audience, you are quite the ad legend. In your mind, what makes for a compelling story?** David: A great story is something that connects with you viscerally. No one can determine what’s going to connect with you, but it’s something that moves you and doesn’t just pass over you. A story is something that you can take on board, interpret, and reinterpret, and it connects with an emotional part of you. **Finn, in reading through the premises of your narrative shorts, it seems like you have a focus on the stories centered around almost these ethical dilemmas and personal beliefs. What makes a compelling story in your eyes?** Finn: An interesting story is something that feels like it’s coming from a real place from the writer. You kind of have a duty to take your feelings seriously. If you stub your toe and it feels like the end of the world, then it’s kind of the end of the world. And in that story, why couldn’t it be? It’s all subjective. An interesting story is an honest one. **How was creativity valued and appreciated in the Droga house? Was it hanging art on the fridge? Was it discussing interests and projects at the dinner table?** David: Let me paint a little picture first because there are a lot of moving parts in this household. Finn is one of four siblings. My background is in writing, as a creative, and my wife’s background is in film. So, we both come from a creative background. It’s a very big, emotional household. There’s a lot of noise, a lot of chaos, a lot of storytelling, music, art—all that sort of stuff. It’s a very expressive household. I always used to joke that it’s like a Viking raiding party because it’s just messy and loud. But from that comes a lot of fun. When I say it’s a creative s\*it show, I mean that in a great sense. There’s a lot of spontaneity, a lot of joy, and a lot of tears, and that makes for a really interesting, culturally deep house. It may be messy, but it’s definitely more fun. Messy is good. It’s hard to write about being too polished. **Finn, were you aware in your younger years of your father’s cultural impact in advertising? What are some of the biggest lessons you learned from him growing up?** I’d like to say no, but I was definitely aware of who he was. I used to look up to him a lot. I still do, but I spent a lot of time looking him up, like “David Droga best quotes” on Safari. Maybe I learned from him how to be confident in your own storytelling and believe in your own vision. He probably hates it when it comes to a clash with him when he’s telling me to change some of my writing, and I’m like, “Yeah, I don’t think so.” He’s probably not too used to that. But he was really the one who put that in my mind: It’s a story coming from you. No one knows how to tell this story better than you do, so you’ve got to believe it. That’s not to say you can’t be open to other people’s opinions, but I think it’s a disservice to your own story if you’re not going to believe in it. **David, when Finn first started showing interest in filmmaking around age 12, what did you learn from his way of seeing the world and the way that he wanted to tell stories?** David: He was always a creative kid and a storyteller, expressive in lots of different mediums. Even though my creative success was more overt, the influence of his mother was probably even more overt. His mother and grandmother were in film; they love film. She would always let him take a day off school once a semester to go and see a film of his choice. So there was no surprise that \[film\] was something he wanted to do, and I loved the fact that he would just go and do that. And he had his siblings, whom he’d boss around, and they would always be part-time actors in his diabolical stories—and they were willing. But it was amazing \[to see\] and he was learning. The funny thing which Finn touched on: I was so used to being the creative director or the leader where people would listen to my opinion, but it was amazing when I would tell Finn something. It’d be like, “Finn, have you thought about this?” And even at a young age, he was like, “Yeah, I’m not sure I like it this way.” I realized his creativity was so different from mine. His voice, his quirks—everything was so different. I thought, “Well, actually, that’s amazing. I should just get out of the way and be supportive.” Finn: Growing up in a creative household, creativity was the norm, whether it was creative projects or creative ways to get out of going to bed. It probably would have been harder to pitch going into finance than being a filmmaker. I have a lot of friends who really had to push their parents to be accepting of them as artists. That’s one of the ways that I feel the most grateful for my family; it was never really a push and pull. I always felt believed in and supported creatively, which I think is so much more special than I could possibly articulate. Luckily for them, I would be terrible in finance. **Finn, tell us a bit more about what you’re working on.** A feature film that will be shooting in the Fall all around the city. It’s a coming-of-age story about these two eighth-grade boys. They’ve been best friends for a long time and they’re dealing with this splintering friendship. It all takes place over one night—it’s on the last day of eighth grade. \[But\] what it really is about, to be honest and what I was really inspired by, is that really profound age of 14. For some people, it might be 16 or 12 or whatever. For me, it was 14. There’s that weird time when you get adult-sized emotions for the first time, but you have a kid brain to deal with it. So it’s just really weird and it feels like you change forever. People, no matter how old, kind of treat their childhood like it’s half their life when, at a certain point, it’s only a tiny fraction. So I feel like that turning point is something that’s inherently profound. **We are seeing things like AI, YouTubers-turned-filmmakers, and short form content emerge. As you enter your career journey, what are your thoughts on the cinematic storytelling landscape? What is the mark you are hoping to leave?** Finn: The landscape is pretty crazy. My dad and I disagree about AI in a lot of ways, but I’m not someone who thinks AI is objectively horrible in every way. It’s the application of AI in an irresponsible way that I have a problem with, and creativity eventually being dictated by people who have never written a story. I have my concerns about minimizing that kind of stuff. We need to protect the ability to think. It’s not just creative fields; the people making AI are passionate thinkers, and everyone here is as well. We can’t lose that, and that’s what I’m worried about losing in this landscape. It’s great that YouTubers are becoming filmmakers, but I worry about people getting addicted to hype. If you’re so obsessed with being at the cusp of technology, you’re going to forget to lead with thoughtfulness, empathy and love. **You both are in different phases of your career. What is your hope for the other as they embark on their new chapter?** David: I love watching Finn at this infant stage of his career because I have such confidence in him. You hear him talk and you know this is a person who’s filled to the brim with authenticity and potential. And I can’t wait to see what happens. It’s not like, “Oh, I can’t wait to see him be a success.” I can’t wait for him to be fulfilled and to give what he wants to give. Particularly at this time in the world where we need more storytellers and people who care. There’s never been more necessity for that and I’m excited for him. Finn: \[My dad is\] a workhorse. He’s never going to stop working on something, but I hope he can find some time to relax a little bit and chill.He’s a very smart guy and I think he has a duty to keep using his brain. I would never think he would stop, but my hope would be maybe he starts teaching or something. I think that could be a great use of his mind. It could be cool. *Editor’s Note: Production for Droga’s film will begin in Fall 2026, not July/August as previously stated.* ![author avatar](https://secure.gravatar.com/avatar/6b6bfb2f77a71b59d600c283859735f5d62b2631c0b7c29a530b306cb0abde04?s=300&d=mm&r=g) Luz Corona [See Full Bio](https://musebyclios.com/author/luzcorona/) [ ](https://musebyclios.com/author/luzcorona/) **Categories:** Advertising **Tags:** Droga5 **Sections:** Entertainment, Trending --- ### [Jack Checks All the World Cup Boxes to Top Our 5 Ads of the Week](https://musebyclios.com/advertising/jack-checks-all-the-world-cup-boxes-to-top-our-5-ads-of-the-week/) **Published:** June 18, 2026 **Author:** David Gianatasio **Content:** ### Bestie: Jack Box Drives His Soccer Cleat Into an Opponent’s Face—and It Sticks There There’s ludicrous low-brow humor, an authentic ’80s vibe, merry mayhem, a malevolent mascot and more. Jack, you’re such a jerk—never change. From TBWA\\Chiat\\Day L.A. and director Robert Llauro. [Read More](https://musebyclios.com/sports/jack-box-drives-his-soccer-cleat-into-a-rival-players-face-and-it-stays-there/) **And in no particular order…** ### Timothée Chalamet Gets Dental Work, Plugs Kalshi We never learn what Kalshi is or does in these masterfully minimalist spots. But look, there’s Tim! Awesome teasers for the prediction market brand from agency Es Muy Good and director Linus Sandgren. [Read More](https://musebyclios.com/film-tv/timothee-chalamet-gets-dental-work-plugs-kalshi/) ### Strange Brew: Liquid Death vs. Long Island Iced Tea LD’s in fine funny form in one of its silliest efforts yet. But HR might want a word with the guy who wakes up naked under his desk, covered by printouts. [Read More](https://musebyclios.com/advertising/strange-brew-liquid-death-iced-tea-vs-long-island-iced-tea/) ### Bigfoot’s Haircare Secret? It’s e.l.f.! Tombras and director Ulf Johansson trek into the woods and discover some wildly flowing locks. Tres gorg! [Read More](https://musebyclios.com/health/bigfoots-haircare-secret-its-e-l-f/) ### RBC Imagines a Crocheted World And speaking of hair, this dude’s ‘do is crocheted thanks to RBC and the Battery agency. It’s a metaphor for financial goals bringing people joy. But most importantly, poochie’s got a widdle sweater! [Read More](https://musebyclios.com/worldviews/rbc-imagines-a-crochet-world/) Play ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** e.l.f. Beauty, Jack in the Box, Kalshi, Liquid Death, rbc **Sections:** Entertainment, Trending --- ### [Strange Brew: Liquid Death vs. Long Island Iced Tea](https://musebyclios.com/advertising/strange-brew-liquid-death-iced-tea-vs-long-island-iced-tea/) **Published:** June 16, 2026 **Author:** David Gianatasio **Content:** If you wake up under your desk, naked and covered by printouts—or in some random kiddie pool, or behind bars—Long Island iced tea is probably to blame. Below, Liquid Death positions its non-alcoholic iced tea as an alternative to the popular cocktail in a subversive showdown. We’re pretty sure it’s fake. Though the blood-splattered office drone’s screams after hours of LIIT-fueled debauchery sound pretty darn convincing. The gist: LD’s libation is so much safer, and therefore the preferred drink of summer. (They’ve got made-up data and shaming scenes to back it up, people!) So, Liquid Death SVP of marketing, Dan Murphy, why take on LIIT in such a silly fashion? “We hate ads as much as you do,” he says. “But we love making fun of marketing tropes like taste tests, blind taste tests, or now the comparison ad. Putting our low sugar Iced Tea up against Long Island iced tea was fertile ground for the funny.” Who’s the audience and what’s the takeaway? “Anyone with a sense of humor is the target. Hopefully, they decide to give our iced tea a try or cut back a bit on the three martini lunches.” ![](https://cdn.musebyclios.com/wp-content/uploads/2026/06/16105724/tea-5.jpg)This approach feels nicely naughty—mainly because alcohol-related gags have become taboo in recent years. It fits nicely into LD’s ethos, delivering the brand message through comedy with just enough cutting edge. Developed in-house and breaking today, the work lives mainly on social. **CREDITS** Founder/CEO: Mike Cessario SVP Marketing: Dan Murphy VP of Creative: Andy Pearson VP of Marketing: Greg Fass VP of Design: Frank Dresmé Creative Director: Will Carsola Associate Creative Director: Stu Golley Senior Nihilist: Brendan Kelly Brand Marketing Director: Tia Sherwood Brand Manager: Jeanne Irwin Senior Graphic Designer: Kellen Breen Executive Producer: Zoë Andrikidis Director: Andy Pearson Director of Photography: Kelsey Talton 1st AD: Julian Metter Gaffer: Eddy Scully Key Grip: Aaron Burton Production Designer: Justin Lieb Color: Bryan Smaller @ Company 3 Sound Mix: Tyler Beasley Editor: Tyler Beasley ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Liquid Death **Sections:** Trending --- ### [Knicks' NBA Title Puts Brands in a New York State of Mind](https://musebyclios.com/sports/knicks-nba-puts-brands-in-a-new-york-state-of-mind/) **Published:** June 15, 2026 **Author:** Shahnaz Mahmud **Content:** The [New York Knicks ](https://www.nba.com/news/live-updates-2026-nba-finals-game-5-knicks-seek-first-title-since-1973)won the NBA Championship over the San Antonio Spurs, clinching their first title since 1973. Naturally, brands nationwide have begun paying tribute as the team celebrates its 94-90 Saturday victory in Game 5. Muse presents some notable entries below, and we’ll add fresh work as it drops. **Updated: June 17.** ### Mother New York, ‘Take a Knick Day’ Diehard Knicks fans at [Mother ](https://www.mothernewyork.com/)come to the rescue with medically-approved excuses to skip work and attend the championship parade on June 18. The agency has launched a website, [Take a *Knick* Day](https://www.takeaknickday.com/), which allows fans to generate a personalized certificate from a registered doctor that details a serious case of “Knicks Fever.” The disease is perceived as the “largest outbreak of Knicks-related euphoria” in over 50 years. Beware, it can be contagious! ![](https://cdn.musebyclios.com/wp-content/uploads/2026/06/17100035/Take-a-Knick-Day-HERO-image.jpeg)### White Castle, ‘Crave Cases’ Last stop on the Knicks June 18 parade route is the storied hamburger joint, which for decades, has been a late-night destination for New Yorkers’ sporting celebrations—and heartbreaks. In partnership with [GSD&M](https://www.gsdm.com/), [White Castle](https://en.wikipedia.org/wiki/White_Castle_(restaurant)) will be doling out street party invites and $5-off coupons. There’s also an OOH element via a 10-foot tower of orange-and-blue “Crave Cases” to fill at the West 37th and 8th Ave. storefront window. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/06/17195611/White-Castle.jpg)### Michelob Ultra, ‘Pass for the Ages’ The beer maker’s heartfelt ad speaks to franchise legacy, harkening back to the Knicks 1973 win against the L.A. Lakers. The spot begins with footage from the win 53 years ago, then [Walt “Clyde” Frazier ](https://en.wikipedia.org/wiki/Walt_Frazier)takes centerstage: “The thing about a pass is you have to let it go, and trust that somebody else will carry it forward.” The ’70s footage morphs into the 2026 game, focusing on current megastar [Jalen Brunson](https://en.wikipedia.org/wiki/Jalen_Brunson) taking a shot. Play ### Nike, ‘Sleep Well, N.Y.’ [Poeticism](https://www.instagram.com/reel/DZkMju7u0cG/) shines through as an elated teen runs through the streets at night, Gotham’s skyline brimming with lights. The youngster wears a Jalen Brunson tee, of course. Gentle strains of [Billy Joel’s](https://en.wikipedia.org/wiki/Billy_Joel) [“New York State of Mind”](https://www.youtube.com/watch?v=iM4LzEcaTK0) adds to the poignancy of the moment: “Never slept. Always dreamed.” Brunson finished with 45 points on Saturday night. [Wieden+Kennedy](https://www.wk.com/) created the spot, which was directed by [Josh Safdie](https://en.wikipedia.org/wiki/Josh_Safdie). > [View this post on Instagram](https://www.instagram.com/reel/DZjR_dosb9x/?utm_source=ig_embed&utm_campaign=loading)[A post shared by Nike (@nike)](https://www.instagram.com/reel/DZjR_dosb9x/?utm_source=ig_embed&utm_campaign=loading) ### Oakley Meta, ‘Who’s Got the Best Fans?’ [Oakley Meta’s](https://www.oakley.com/en-us/category/oakley-meta?cid=PM-SGA_000000-1.US-OOM-EN-B-NA-Core-Exact-Prs-NA-Ecom-NA_Brand_Oakley+Meta&s_kwcid=AL!16196!3!777964942450!e!!g!!oakley%20meta!22619307101!178674688525&gclsrc=aw.ds&gad_source=1&gad_campaignid=22619307101&gbraid=0AAAAACyJeEaDA8fBqBQm_a3ZJ8Hy48PSv&gclid=Cj0KCQjwornRBhCrARIsAON5exEfScEdyoWe7s7aS53uBb994BBU2Pl212oMfVAjTVtPnhVY-Pi97FoaAlUYEALw_wcB) billboard near New York’s famed Penn Station features Oscar-winning filmmaker and noted Knicks fan [Spike Lee](https://en.wikipedia.org/wiki/Spike_Lee) wearing the brand’s HSTN Performance AI glasses. The boisterous Knicks crowd is reflected in the lenses. This time, the focus is on the fans, with the mantra: “Who’s Got the Best Fans?” Because behind every big basketball win is a city of proud supporters. [Mother](https://www.mothernewyork.com/) handled the work. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/06/14222108/Meta-Athletic-Intelligence-NY.jpg)[Check out our roundup of brand love for the Knicks in their run-up to the finals.](https://musebyclios.com/sports/brands-large-and-small-show-the-knicks-some-love-in-run-up-to-the-nba-finals/) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** Sports **Tags:** Michelob Ultra, New York Knicks, Nike, Oakley Meta **Sections:** Entertainment, Trending --- ### [Tootsie Roll's Mr. Owl Returns, With a Chameleon Pal in Tow](https://musebyclios.com/advertising/tootsie-rolls-mr-owl-returns-with-a-chameleon-pal-in-tow/) **Published:** June 15, 2026 **Author:** David Gianatasio **Content:** With a [mascot craze](https://musebyclios.com/advertising/why-brand-mascots-are-hotter-than-ever/) gripping adland, Tootsie Roll has apparently concluded that two cute characters are better than one. Last year, Mr. Owl—a mainstay of the candy brand’s spots dating back to the ’70s—returned in a big way. Now, he returns again, this time with a chameleon sidekick, in ads designed to hype Tootsie Roll’s array of flavors. Developed by Schafer Condon Carter and Calabash Animation, this :30 makes great use of the lizard’s ability to change his skin pigmentation, which happens each time he gobbles down Tootsie Rolls: In real life, owls would probably eat chameleons. But let’s not dwell on that. The work represents “the next chapter” of a long-running and popular commercial series, updating Tootsie Roll’s commercial schtick for “millennials who remember Mr. Owl from their childhood,” an agency rep tells Muse. Of course, [appeals to nostalgia ](https://musebyclios.com/musings/devil-wears-prada-2-proves-nostalgia-is-the-reigning-cultural-model/)rank right up there with mascots in the advertising arsenal. This initiative delivers in that regard, and its whimsical (but not too silly) tone feels compelling enough to intrigue viewers who didn’t grow up with the campaign. “Mr. Owl is here to say there is much more to Tootsie Roll than just the original chocolatey flavor. Tootsie Rolls also come in cherry, orange, lime, lemon, vanilla, with many more flavors and products waiting to be discovered,” the rep says. He’ll communicate that message in coming weeks across connected TV, Youtube and social media. **CREDITS** Creative Agency: Schafer Condon Carter Chief Creative Officer – Craig Miller Senior Copywriter – Sam Blanc Senior Art Director – Alison Quagliato Executive Producer – Dennis Bannon Chief Client Officer – Amy Cesta Account Director – Allie Mayer Strategist – Dane McDonald Senior Project Manager – Nicole Sullenger Production: Calabash Animation Director – Wayne Brejcha Producer – Sean Henry Production Manager – Diane Grider Lead 2D Animator – Jeff Mika Lead 2D Animator – David Schuttenhelm Compositor – Chris Blake 3D Animator – Nick Oropeza Sound Design: Noisefloor Ltd. Sound Design/Mix – Stosh Tuszynski Music – Devin Delaney Post Sound Producer – Cory Coken ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Schafer Condon Carter, tootsie roll **Sections:** Trending --- ### [How to Produce for the World Cup (Without a Coca-Cola Budget)](https://musebyclios.com/2-minutes-with/how-to-produce-for-the-world-cup-without-a-coca-cola-budget/) **Published:** June 17, 2026 **Author:** David Gianatasio **Content:** As the ad industry navigates the A.I. era, it’s easy to shift away from human-only content production and lean into machine-assisted tools. But can AI protect the creative craft across borders, time zones and cultural nuances? Global executive producer Debi Rubbiani’s done just that across an impressive portfolio of high-profile clients. Starting her career nearly 20 years ago in music production, Rubbiani’s expertise in business and talent rights landed her a role at Coca-Cola, launching a trajectory from regional Latin American spots to global campaigns. Today, she is based in the U.S. and has worked on projects for brands including Meta, Netflix, AB InBev and Popeyes, collaborating with powerhouse agencies like Ogilvy, David and Grey. As the ad industry finally sees months of hard work come to life through brand sponsorships and activations at the FIFA World Cup, we caught up with Rubbiani to talk about the complex logistics of global production. She offers advice for challenger brands looking to enter the global sporting event conversation and explains how growing up in Argentina shaped her resilient work ethic. The following has been edited for length and clarity. ### From a production standpoint, what makes the World Cup a completely different beast compared to a standard global campaign? The main thing about these World Cup campaigns is that this global \[event\] happens once every four years. It’s not like another campaign—you really prepare your brand and your company for it. You \[should\] start two years in advance or more thinking about the strategy and partnerships. ### We have the L.A. 28 Olympics coming up. What advice do you have for brands without big production budgets? How can they naturally enter these conversations? It’s okay if you don’t have the budget from Coca-Cola, Apple or Google. I’ve been working since 2018 on these campaigns. Everything has changed so much with social media and the internet. If you don’t have the budget, you can still run great ideas with a small batch that will go on social media. ### Your experience comes from navigating complicated crossborder logistics and languages. How do you protect that original idea when it has to be adapted for different markets? As the global team, you have the responsibility to make that \[creative\] work and to make that happen, you test it. It’s not that you test the script—you send the scripts out all over the company, all over the world, to all the different markets. Make sure the message is clear and it’s working for all the markets. ### What do you think has changed the most in terms of World Cup production? \[Before,\] we were just doing mainly big TV commercials. Now, \[brands\] are not thinking of big TV commercials—that is kind of the past now. A huge change for me right now is \[creating more\] activations. Of course, in the U.S., Mexico and Canada, every brand is going to \[create\] different experiences. Today, it’s more about “what can we do on social? What can we do with influencers? What can we do with artists?” ### We are seeing production in L.A. take a little bit of a hit. People are going to shoot in LATAM, Mexico City, etc. What does the production landscape look like right now? A couple of brands directly ask us to shoot abroad because of budget. Sometimes, it could be any country. \[For example\], I have shot in Costa Rica inside a studio—not because we needed the location; it was a cost-efficient opportunity to go there. For me, there are some \[factors\] that it depends on: - **Casting.** Do you need talent that speaks to the camera? If \[the talent\] needs to speak American English, are we flying them from the U.S.? Or are we going to do a casting in another country for native speakers? If I have 20 \[people\], I need to think about where they live. It could be really expensive to fly them. - **Location.** Example: Do we need to show New York City streets? - **Talent.** Need \[Lionel\] Messi? You \[will\] need to travel to Miami because you are not \[flying\] Messi to any other place. - **Setting.** Maybe it’s winter here but we need to shoot in summer. If you need beaches for example, I would say Mexico first and then Eastern Europe — right now it’s one of the places where you can shoot for a very reasonable budget. ### What do you think is a misconception about being a freelance creative? People sometimes \[may think\] you are freelance because you want to have more free time. Or they may not really value your seniority as a freelancer. I’m an executive producer so I struggle with that. The seniority and expertise doesn’t always translate. ### How do you think your upbringing in Argentina has shaped your work and the way you tell stories? Growing up in Argentina is challenging—economically, politically and socially. Because of that, we have great talent coming out of Argentina. We have incredible creative agencies, great directors, and of course, great producers. I think it’s because of how we’ve been raised and everything we’ve seen. Life in Argentina is a challenge every single day . When I worked for other countries, or when I came here to the U.S., I felt there was a clear differentiator because of the way we grew up. When you’ve been trained that way, it’s not just in your job—it’s in your life, too. Crazy things happen in Argentina. The economy shifts, the currency changes. I feel we are very resilient people. I’m not going to generalize and say every single Argentinian has these skills, but coming here, I really feel like I have an extra edge. It’s been tough, so you are used to working hard and you don’t get easily overwhelmed. It’s not a coincidence that major creative agencies here \[in the U.S.\] have roots in Argentina.. I’m really proud to come from there because I feel prepared to handle really tough things. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** 2 Minutes With **Tags:** Debi Rubbiani **Sections:** Community Voices, Entertainment --- ### [Jack Box Drives His Soccer Cleat Into an Opposing Player's Face—and It Sticks There](https://musebyclios.com/sports/jack-box-drives-his-soccer-cleat-into-a-rival-players-face-and-it-stays-there/) **Published:** June 15, 2026 **Author:** David Gianatasio **Content:** Jack Box … *benched for life*? Finally, we’re rid of that freak! Oh. It’s just part of Jack in the Box’s latest campaign, tied to the World Cup, with the menacing mascot cast as “The Spiciest Player in the Game.” Developed with TBWA\\Chiat\\Day L.A., the work, which rocks an ’80s vibe, links the brand and tournament through silly OTT humor and plugs JITB’s spicy fare. The sight of J.B. drop-kicking his cleat into a rival’s cheek ranks among the most uproariously twisted commercial images of the year. You can’t unsee it—and you won’t want to. Let’s take a look—and get your red cards out: Forget the faux violence, dude’s perm should be banned from the planet! “Jack as a spicy soccer legend is the missing chapter that nobody knew existed,” says agency GCD Martin Insua. “Soccer fans never forget their idols, and we want Jack to become one of them. We analyzed hours of footage and carefully choreographed the most memorable and hilarious moves for him to pull off.” “It’s aimed at football fans, especially those who love not just the game itself, but the stories, personalities and legends that surround it,” Insua tells Muse. “Rather than simply talking about football from the sidelines like many brands do during the World Cup, we wanted Jack to become part of football culture itself.” The team felt that approach would resonate “because football fans are constantly celebrating iconic moments, reliving unforgettable matches, and debating legendary players. Our goal was to create a story that felt like it genuinely belonged in that world, while staying true to Jack’s larger-than-life personality.” Landia director Robert Llauro imbues the 2-minute hero film with suitably manic style. It’s a medley of quick cuts, malevolent moves and goofy gags, each as sharp as the pointy nose of you-know-who. Mixing [mascots and nostalgia](https://musebyclios.com/advertising/tootsie-rolls-mr-owl-returns-with-a-chameleon-pal-in-tow/) (Jack played during the Reagan years) rarely fails. This outing scores on those terms, but it’s also flat-out funny. “First and foremost, we want people to be entertained,” Insua says. “The campaign reinforces what makes Jack in the Box unique: a brand that’s willing to do something unexpected and have fun with culture. If people walk away thinking, ‘Only Jack in the Box would do this,’ then we’ve done our job.” To make the mock-doc segments feel as real as possible, “Our wardrobe team even researched the exact fabrics used in football jerseys during the ’80s to make sure every era felt right,” he says. “One of my favorite details was the casting for Jack’s body double. Because he was going to be wearing those famously short football shorts from the era, we were very particular about the legs. They had to look like authentic footballer’s legs from the ’80s, including the right amount of hair. There was simply no compromise on that. Looking back, it’s a hilarious detail, but it’s also a great example of how far everyone went to make the world feel real.” And for this spot spanning past and present, post-production efforts were key. “Globetrotter did an incredible job helping us recreate the look and feel of different eras, paying attention to every detail that could transport viewers back in time. Pickle Music brought another layer of authenticity through the soundtrack, helping complete the illusion that you were watching the story of a football icon who somehow existed, even though he never did.” “In the end, the goal was to create a world that felt so believable that, for a moment, people might wonder if Jack’s football career had actually happened.” Along with Telemundo, elements will run across social, YouTube and OOH. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/06/15111912/box-3.jpg) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Ad of the Week, Sports **Tags:** Jack in the Box, TBWAChiatDay, World Cup **Sections:** Entertainment, Trending --- ### [Top 5 Moments at Clio Health 2026: Heartfelt Speeches, New UN Partnership, Knicks Watch Party](https://musebyclios.com/health/top-5-moments-at-clio-health-2026-heartfelt-speeches-new-un-partnership-knicks-watch-party/) **Published:** June 11, 2026 **Author:** Luz Corona **Content:** The intersection of healthcare, creativity and advocacy has never been more powerful, as seen at the [Clio Health Awards](https://clios.com/winners-gallery/explore?vertical=Clio+Health&season=2026&program=22114) in New York City on Wednesday night. The evening brought together global health leaders, agency innovators and inspiring advocates to celebrate the boundary-pushing campaigns changing lives and driving legislative change. From a four-kilometer-long petition fighting for women’s safety in India to a surprise celebration for New York basketball fans, here are the top five moments that defined this year’s unforgettable ceremony held at Tribeca 360. **Klick Health’s Vedika Vohra delivers passionate acceptance speech for ‘Infinite Saree’** ![Woman at a clear podium accepting a trophy while smiling, with three people applauding behind her on a green stage backdrop.](https://cdn.musebyclios.com/wp-content/uploads/2026/06/11145528/AHCP9928-2-1024x683.jpg)Accompanied by her team from Klick Health, senior copywriter Vedika Vohra took the stage at the Clio Health Awards to accept the Grand Award.To protest the legality of marital rape in India, the Red Dot Foundation, in partnership with agency Klick Health, created the [“Infinite Saree,”](https://clios.com/winners-gallery/details/224339) a 4-kilometer-long living petition that reimagines the protective, infinite saree of the mythological princess Draupadi. Accompanied by her team from Klick Health, senior copywriter Vedika Vohra took the stage at the Clio Health Awards to accept the Grand Award, marking one of several honors received by the agency throughout the evening. She cited the story of one victim whose abuser walked free because marital rape is not a crime in India. The following has been slightly edited for length and clarity. “We couldn’t save her. But her story ignited this fire in us. A fire to help millions of women in India who get raped by their husbands every single night. That fire became ‘Infinite Saree,’ and now it’s on its way to the Supreme Court of India to change the law. “Thank you so much, Clio Health, for giving Infinite Saree a global platform because our fight is not over yet. We’re yet to change the law and every voice counts. I’m really grateful to our brave clients at Red Dot Foundation for believing in us and trusting the idea, and our incredible designer, Nivedita Saboo, for creating the world’s longest saree. And finally, to my team at Klick Health: Rich, Mike, Bernardo, Anna, Bailey, Laura, Marisa, Sheryl, Erin. I love you guys. We did this. We made it happen. “And now, for the support from our industry that has recognized this initiative, we will keep going until we change the law. Thank you.” **United Nations and Clios unveil new partnership** Angus Ingham, the UN’s associate VP of global brand and campaigns, announced a new collaboration between the United Nations and the Clios. The partnership aims to mobilize international creatives to support the UN’s advocacy and communication objectives regarding global health. To honor creative contributions that advance progress on global health issues, the partnership introduces the Global Impact Award. This honor is divided into two distinct classifications: Potential Impact and Proven Impact. Additionally, the Clios and the UN will collaborate to develop a Global Health Creative Brief that challenges emerging creatives to address a global health issue identified by the organization through innovative marketing, advertising or communications ideas. **A commemoration of the DM that ignited change** ![Speaker at a clear podium on a curved green stage backdrop that reads ECLO Health, with two suited men applauding to the right and gold statues on either side of the scene.](https://cdn.musebyclios.com/wp-content/uploads/2026/06/11145646/DB1_5550-1024x683.jpg)Anderson has become a dedicated advocate of the UN’s “United to Beat Malaria” campaign.After his NFL season with the Pittsburgh Steelers ended last February, offensive tackle Calvin Anderson received a message on Instagram from the United Nations Foundation. During a period of uncertainty regarding the future of U.S. life-saving assistance—funding critical to the elimination of malaria in 47 nations—the organization sought out the athlete due to his own experience surviving the life-threatening disease two years earlier. They invited him to share his journey to educate the public and drive global health initiatives. Since then, Anderson has become a dedicated advocate for the UN’s “United to Beat Malaria” campaign. Through media appearances and meetings with Congress, Anderson’s dedication successfully helped protect vital U.S. humanitarian funding and save global health programs. Drawing parallels between Anderson’s professional career of “protecting others” on the field and his advocacy efforts, Chris Moore, the UN director of global health and advocacy, presented Anderson with the 2026 Honorary Clio Health Impact Award. **Nadya Okamoto furthers conversation on menstrual stigma** ![Woman on stage at an awards ceremony, smiling while holding a trophy behind a clear podium with a green backdrop.](https://cdn.musebyclios.com/wp-content/uploads/2026/06/11145819/AHCP0002-1024x683.jpg)Nadya Okamoto opened her address at the ceremony with one simple question: “Is anyone on their period?” The founder and former executive director of Period Inc. was in attendance to accept the Women’s Health Champion award, presented by Weber Shandwick. Okamoto shared her personal narrative regarding her journey into advocacy. Her commitment began at age 16 when she discovered that period poverty served as the primary global driver of absenteeism (a consistent pattern of unauthorized or unplanned absences from school or work). During her address, Okamoto highlighted the systemic challenges within the U.S., specifically the “tampon tax.” This sales tax often categorizes essential menstrual products, such as tampons and pads, as “luxury goods” in comparison with wellness products like Rogaine and Viagra, which are frequently untaxed and considered medical necessities. Despite a landscape of policy rollbacks over the last decade, Okamoto’s work has contributed to measurable progress. She noted that while 40 states enforced a tampon tax when she began her advocacy, that number has since decreased to 18. Okamoto concluded her acceptance speech with an essential call to action: “The barrier for success for systemic change around menstruation and menstrual equity is the stigma. It’s on all of us to make small changes…open gender-inclusive conversations. Because at the end of the day, none of us would be here without menstruation.” **Unprecedented Knicks watch party** The Clio Health Awards weren’t the only major event happening in New York City on Wednesday night. While Game 4 of the NBA Finals took place between the New York Knicks and the San Antonio Spurs at the iconic Madison Square Garden a short train ride away, the Clio team organized an impromptu watch party at Tribeca 360 following the awards ceremony. Knicks fans in attendance had the opportunity to witness the beginning of a suspenseful game that turned into a historic comeback, as the team erased a 29-point deficit to secure a 107-106 victory over the Spurs. *All Clio Health award winners can be found [here](https://clios.com/winners-gallery/explore?vertical=Clio+Health&season=2026&program=22114).* ***Recommended Reading:*** [*Animating the True Story of a Couple Who Adopted a Baby Abandoned in a Subway Station*](https://musebyclios.com/health/animating-the-true-story-of-a-couple-who-adopted-a-baby-abandoned-in-a-subway-station/) [*How ‘The Period Uniform’ Fights Schoolroom Stigma in Colombia*](https://musebyclios.com/health/how-the-period-uniform-fights-schoolroom-stigma-in-colombia/) [*AXA Wins 4 Grands for ‘Three Words’ at Clio Health Awards*](https://musebyclios.com/health/axa-wins-4-grands-for-three-words-at-clio-health-awards/) [*How Kotex Crafted One of the Year’s Boldest Health Campaigns*](https://musebyclios.com/health/how-kotex-crafted-one-of-the-years-boldest-health-campaigns/) *Editor’s Note: This article was updated on June 17 at 4:30PM EST to correct the spelling of Nivedita Saboo.* ![author avatar](https://secure.gravatar.com/avatar/6b6bfb2f77a71b59d600c283859735f5d62b2631c0b7c29a530b306cb0abde04?s=300&d=mm&r=g) Luz Corona [See Full Bio](https://musebyclios.com/author/luzcorona/) [ ](https://musebyclios.com/author/luzcorona/) **Categories:** Awards, Health and Wellness **Tags:** health and wellness **Sections:** The Clios, Trending --- ### [RBC Imagines a Crocheted World](https://musebyclios.com/worldviews/rbc-imagines-a-crochet-world/) **Published:** June 15, 2026 **Author:** David Gianatasio **Content:** Here are some notable campaigns that broke far and wide in recent weeks, curated by Muse sibling [Ads of the World](http://adsoftheworld.com). ### RBC, ‘Crochet’ Agency: Battery This colorful spot follows a young artist whose love of crochet transforms the ordinary into something imaginative and full of possibility. As she moves through her day, everyday objects and neighborhood interactions are reimagined through colorful handmade creations, whether it’s spinning records or matching sweaters for a neighbor and his dog. Rooted in the idea that financial goals exist alongside the experiences that bring people joy, the story celebrates the balance between planning responsibly and embracing the life you want to create. [Read More](https://www.adsoftheworld.com/campaigns/crochet-filled-fantasy-world) Play RBC & Apple iPad: ‘Crochet’### BCA, ‘Doors’ Agency: Mantra Using a door as its central storytelling device, we travel across the islands of Cabo Verde to experience the landscapes, people and everyday moments that shape the nation’s identity. More than a visual motif, the door becomes a symbol of connection and belonging, reflecting the relationships that unite communities across the archipelago. Enhanced by a contemporary interpretation of the Cape Verdean classic “Porton di Nôs Ilhas,” The film celebrates the country’s enduring bonds with its people. [Read More](https://www.adsoftheworld.com/campaigns/doors-9b5d8c79-960e-430a-8894-8d6d5e7988a8) Play BCA – ‘Doors’### Victionary, ‘Heaven’ Agency: Gigil This film takes a literal approach as it explores the exciting yet anxiety-inducing creative industry. It opens on a burnt-out young creative who cracks open a fat red book. The moment he turns the first page, he is blindsided by a brutal slap to the face. As he pushes through the chapters, he endures an unapologetic barrage of slaps, struggling and failing to resist the book’s tough-love impact. [Read More](https://www.adsoftheworld.com/campaigns/heaven-d542fcda-cd09-4cba-9b8b-014d542c5eba) Play Victionary – ‘Heaven’ ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Worldviews **Tags:** bca, rbc, Victionary **Sections:** Trending --- ### [Clio Awards CEO on Celebrating the Power of Creators](https://musebyclios.com/nicole-purcell/clio-awards-ceo-on-celebrating-the-power-of-creators/) **Published:** April 20, 2026 **Author:** David Gianatasio **Content:** I’m excited to be launching my first column for The Muse. This is where I’ll dig into the intersection of advertising and marketing with the industries that shape culture—from fashion on the red carpet to the role of music in storytelling, to the way food, wine, and travel influence how we connect and experience brands. And, of course, we’ll talk about award shows. The launch of [Clio Creators](https://musebyclios.com/clio-awards/the-clios-intros-new-program-clio-creators/) feels like the perfect moment to start that conversation. It marks an exciting next chapter for us, but it’s also part of a much longer story about how the Clios have evolved over time. When I first joined the Clios, it was a legacy advertising award that was well-known and respected, but not quite as culturally relevant as it once had been. I saw an opportunity not just to revive it, but to reimagine what it could become. To me, it wasn’t just an awards show—it was a brand with the potential to grow, expand and better reflect the full landscape of creativity. It was clear that different industries were developing their own marketing languages, their own ways of working and their own definitions of what great creative looked like. If we wanted to truly celebrate that creativity, we had to meet those industries where they were. Clio Health had just started when I took over, and then we were asked to take on the Key Art Awards, which would eventually become Clio Entertainment. At the time, the Clios was owned by the same group that owned The Hollywood Reporter. They had been running the Key Art Awards—which primarily focused on theatrical film marketing—for over 30 years and asked if I would take it over. On the surface, it felt very similar to the original Clios, but once I got deeper into that world, I realized just how different it was. The way studios worked, how campaigns were built, even how teams collaborated didn’t mirror the traditional advertising model where one agency leads a campaign. Entertainment was fragmented to the point that campaigns were essentially “Frankensteined” together, with different partners contributing different pieces of the work. That’s when it clicked for me: These industries may be connected, but they aren’t the same. And if you try to judge them through the exact same lens, you’re going to miss what makes them special. So instead of forcing everything into one framework, we built a new one. We expanded beyond theatrical films to include television and gaming, brought more structure and fairness to the judging process, and eventually transitioned it into what is now Clio Entertainment. Within a few years, it became one of our largest and most successful programs. That experience shaped how I approached every vertical that followed. When we launched sports, I spent time meeting with leagues, teams, networks and brands. I learned how they worked and what mattered to them. What I heard repeatedly was that while they respected the Clios, they wanted a platform that understood their world and they wanted to be judged by their peers. The same thing happened with music. Someone pointed out how deeply music intersects with advertising and culture. You can see it in how artists promote themselves, how brands use music to connect with audiences and how the two worlds constantly influence each other. Once I saw it, I couldn’t unsee it. And from there, we built another vertical. That’s often how these ideas come to life. Sometimes they come from conversations. Sometimes from patterns my team and I started to notice. And sometimes from simply paying attention to how industries were changing in real time. To be fair, not every idea works. We’ve tested a couple of verticals that didn’t gain enough traction to stand on their own. But even those experiences were valuable because they taught us what different industries wanted. Each vertical exists because a specific community wants to be seen, understood and judged in a way that reflects how they actually work. And just as importantly, they want a moment to come together, connect with colleagues and celebrate each other’s achievements. That’s what ultimately led to the launch of Clio Creators. Over the past few years, the creator economy has exploded. Creators have become an industry in their own right. They’re not just collaborators—they’re businesses, storytellers and cultural drivers. They’re building their own brands, shaping conversations and, in many cases, redefining what marketing even looks like. We recognized this early on and started to incorporate creator-driven work into our existing programs, and we saw incredible entries coming in from brands and agencies. But something was missing. The creators themselves weren’t fully engaged. They weren’t entering. They weren’t judging. That told me we hadn’t built the right platform for them … yet. So instead of trying to fit them into an existing structure, we did what we’ve done before. We built something specifically for them. Clio Creators is about recognizing the full ecosystem—both the creators themselves and the brands that work with them. It’s about acknowledging that the way stories are told has evolved. People driving that evolution deserve to be recognized on their own terms. Every time we’ve expanded the Clios, it’s come down to the same instinct: paying attention to where creativity is happening and making sure the people driving it feel seen. That’s what this next chapter is about—recognizing change in real time and building something meaningful around it. We’ll talk more about Clio Creators as the deadline for submission approaches and the jury is selected. In the meantime, I’m excited about next month’s column which will come out right after the Clio Awards. We’re celebrating many great artists, and more global brands will be on stage than ever before. Can’t wait to tell you all about it. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Nicole Purcell **Tags:** Clio Awards, Clio Creators **Sections:** Entertainment, The Clios --- ### [Why the Smaller Conversations Often Matter Most](https://musebyclios.com/musings/why-the-smaller-conversations-often-matter-most/) **Published:** June 3, 2026 **Author:** David Gianatasio **Content:** As I write this, many people in our industry are preparing for the Cannes Lions Festival. Flights are booked, schedules are set, and the annual migration of advertisers, marketers, tech companies and media leaders to the South of France will soon be underway. There is something undeniably exciting about having the entire industry gathered in one place. I’ve been attending Cannes for more than 15 years, and I’ve always valued the chance to discover new ideas, reconnect with colleagues, meet new people, and, yes, drink a little too much rosé. But I’ve also watched it evolve from a singular event into something much larger. Today, Cannes is an entire ecosystem of panels, activations, dinners, villas, networking events, panels, beach takeovers, brand experiences and cultural moments (many that don’t include ever stepping inside the Palais or buying a ticket to the actual event). What was once primarily a gathering for creative professionals has become a destination for marketers, media companies, technology platforms, entertainers, athletes and business leaders. Don’t get me wrong, those big moments matter. But there is such a thing as too big. We had a big moment of our own a few weeks ago when we hosted the Clio Awards in New York City. Our flagship awards show is always an incredible evening. We honored visionaries and celebrated the best work from this past year—work that was smart, brave, and culturally resonant—and the agencies and teams that created it. And our host, Keegan-Michael Key, brought so much joy and comedic energy to the room. But as I’ve reflected on that night over the past few weeks, I’ve found myself thinking less about what happened on stage and more about the conversations that happened around it. One of my favorite moments from Clios week happened the night before the awards ceremony at a small salon dinner. These gatherings—which we host throughout the year—bring together a small group of smart, curious people around a dinner table for discussions on a particular aspect of our industry or culture. Mark Ronson joined us for a conversation about the music industry which covered creativity, social media, music licensing, audience engagement, and what it means to build a lasting artistic career in a world increasingly driven by immediacy. When you’re sitting across from someone at dinner, the conversation naturally goes deeper. People aren’t rushing to their next meeting or navigating a packed event schedule. They’re present. They listen. They share ideas more openly. These are often the conversations that stay with you, and the ones that make you feel part of something larger than your own company, discipline or corner of the industry. These conversations build community. That belief has shaped the way we’ve evolved the Clios over the years. When I joined the organization, much of our focus was concentrated around a single annual awards show. While that event remains incredibly important, I became increasingly interested in creating more targeted opportunities for connection. That’s one of the reasons we’ve expanded into multiple verticals spanning sports, entertainment, music, health, and creators. It’s about bringing specific communities together around the subjects and industries they are most passionate about, while also creating opportunities for those communities to learn from one another. And they give the industry reasons to celebrate the good work throughout the year. The Clios already happened, but Clio Health is coming up this month and in the fall, we will have Clio Entertainment, Clio Sports and Clio Creators. These events allow us to continually honor the industry and shape conversation, they give different industries opportunities to celebrate their winning work in person and on social, and they organically keep the Clios in the conversation all year long. This is also why we’ve invested in thought leadership events, salon dinners and smaller gatherings that draw people from different disciplines and backgrounds. Some of the most interesting conversations I’ve had recently haven’t been between people who do the same job. They’ve been between leaders from sports and entertainment. Between marketers and creators. Between celebrities and executives from hospitality, technology, music or media. When you put people from different disciplines in a room together, something interesting happens. They stop talking about industry trends and start talking about bigger ideas, they challenge each other’s assumptions, and they see familiar problems through different lenses. That’s often where the most valuable insights come from. I’m not suggesting we replace our industry’s big moments. I love big moments. I also understand that one of the goals of Cannes has always been about gathering everybody in the same place to make opportunities for the small conversations with people you’ve known for decades or new colleagues. But as the festival has gotten bigger and bigger this has happened less and less. There are too many ancillary events, too many private closed-door parties, too many celebrity appearances and too many people who come to the area to network with no intention of attending the official conference or awards show (and it’s hard to blame them given how much tickets cost now). It does not have that community we’re-all-in-this-together feel that it once did. And it doesn’t foster the conversations we need. Cannes is our industry’s biggest festival complete with all the glitz and glam imaginable. I have enjoyed it greatly in years past, but I’ve decided not to go this year. A few members of my team are attending and I expect to hear all about it from them and other colleagues and friends. But I have to admit, I have no FOMO. For those who are going, I hope you find a way to make space for the little conversations—the ones that don’t come with an exclusive invite list and probably won’t get any social media buzz. In my experience. These are the conversations that are far more likely to shape what comes next. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings, Nicole Purcell **Tags:** Cannes **Sections:** The Clios --- ### [In the Age of AI, Creative Feedback Requires the Human Touch More Than Ever](https://musebyclios.com/musings/why-creative-feedback-needs-the-human-touch/) **Published:** June 12, 2026 **Author:** David Gianatasio **Content:** Video review platforms and shared drive workflows have made feedback so easy that it’s changing the psychology of how we creatively communicate. You can scroll frame by frame, draw notes directly on the visuals, revisit your corrections endlessly and hide behind a digital buffer. Yes, it’s efficient. But it’s reshaping what it means to “give notes.” Feedback has strangely begun to resemble AI prompting: short, prescriptive notes that are void of emotion. With remote work forever changing the frequency and nature of collaboration, we’re now stripping even more humanity from the creative process by adopting tools that don’t communicate tone or context. **We are turning our most valued creative collaborators into button pushers, and we don’t even realize it.** There is a massive difference between a director asking an editor, “Can you make this funnier?” and “Can you chop eight frames off the tail of the first shot, switch take 12B and punch in by 20 percent?” The first lets the artist work. The other is prescriptive. If budget and timeline prevent creative collaboration, so be it. Sometimes you must be direct and get it done. But if elevating the work is the objective, you cannot turn your creative kings and queens into pawns on a chessboard. In our work at Picture North, we talk a lot about the “wow” moment. It’s the most coveted reaction we seek from agencies and clients. It’s “holy crap, that works!” mixed with “I never thought of that!” This is where the emotional connection to the work and the people behind it is forged. It doesn’t matter if you’re a designer, copywriter or wedding planner—you’ll never experience a “wow” moment on either end of prescriptive feedback. We also practice a policy of presenting each problem with a solution. So, it’s my time to walk the walk. First, these tools are helpful. Remote workflows let us assemble a post-production team with an editor in Cape Town, a sound mixer in New York and a colorist in London. Online collaboration is the only way to keep up with today’s pace. And next-generation filmmakers are already exponentially more productive than their predecessors. **The problem isn’t the technology. It’s how we use it.** Why are so many creative partnerships getting this wrong? It requires more work. It’s much harder to construct thoughtful feedback than to blurt out “use this,” “I don’t like it ” or “try a different take.” You would never communicate that way in person. Consider language that is suggestive versus commanding. Simple context like “let’s use this selection because I want the scene to be louder” allows your sparring partners to understand the “why.” With alignment on the “why,” it becomes easier to focus on the “what” and the “how.” That’s where craftsmanship comes into play. In advertising, everyone has client relationships to maintain. My concern is that if this becomes normalized and reaches all the way to the top, we risk never really understanding the brief from a chief marketing officer, the direction of an Oscar-winning filmmaker or the true meaning of your cousin’s career vision board. These tools were never intended to turn you into a film editor, Photoshop artist, or copywriter. But you might be working with people who are really good at those jobs, and they’re excited to share that expertise to make your ideas even better. Compromising human equity with prescriptive workflows would be insane. Yet we’re doing it every day. Perhaps a little less tomorrow? Thank you for listening to my feedback. I hope it’s not too prescriptive. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings **Tags:** picture north **Sections:** Community Voices --- ### [USL's Cory Bernstine on Bringing the First Promotion and Relegation System to American Soccer](https://musebyclios.com/2-minutes-with/usls-cory-bernstine-on-bringing-the-first-promotion-and-relegation-system-to-american-soccer/) **Published:** June 15, 2026 **Author:** Shahnaz Mahmud **Content:** [Cory ](https://www.linkedin.com/in/corybernstine/)is currently SVP at the United Soccer League, the nation’s largest connected soccer organization, overseeing business initiatives that drive growth in relevance, fandom, competition and revenue. Before joining USL, Cory spent time at the Minor League Baseball League Office, where he helped build national marketing, brand development, fan engagement and partnership strategy. His work supported more than 100 teams across the country and contributed to one of the league’s most innovative periods of growth. A former collegiate baseball player, he also serves as an adjunct professor at the University of South Florida’s Vinik Sport and Entertainment Management Program, mentoring the next generation of sports leaders. We spent two minutes with Cory to learn more about his background, his creative inspirations and recent work he’s admired. Cory, tell us … ### Where did you grow up, and where do you live now. I’m originally from Orlando, Fla.—the happiest place on earth, according to [Mickey](https://en.wikipedia.org/wiki/Mickey_Mouse)—and now living in Tampa, Fla. ### What is your earliest sports memory. The one that stands out is meeting the one and only [Shaquille O’Neal ](https://en.wikipedia.org/wiki/Shaquille_O'Neal)when I was 6. I still remember holding his shoe–that was bigger than my head–and meeting the larger-than-life character at my first professional sports event, and cheering for the hometown [NBA](https://en.wikipedia.org/wiki/National_Basketball_Association) team. ### Who are your favorite sports team(s). Rooting for the hometown teams: [Tampa Bay Rays](https://en.wikipedia.org/wiki/Tampa_Bay_Rays), [Buccaneers](https://en.wikipedia.org/wiki/Tampa_Bay_Buccaneers) and [Lightning](https://en.wikipedia.org/wiki/Tampa_Bay_Lightning). ### Who are your favorite athlete(s). So many great ones, but [Ken Griffey Jr](https://en.wikipedia.org/wiki/Ken_Griffey_Jr.). tops the list for me. The swagger, the swing, the backward cap and the Hall of Fame talent made me fall in love with the game. ### What is your favorite sports movie and/or show. Film: [The Sandlot](https://en.wikipedia.org/wiki/The_Sandlot). TV: [Ted Lasso](https://en.wikipedia.org/wiki/Ted_Lasso), the beloved character (and life lessons) we all need. Season 4 is coming this summer. ### What is your favorite sports podcast, news show or video game? [Pardon the Interruption](https://en.wikipedia.org/wiki/Pardon_the_Interruption), [Pablo Torre Finds Out](https://www.youtube.com/@PabloTorreFindsOut) and the [Mina Kimes Show](https://podcasts.apple.com/us/podcast/the-mina-kimes-show-featuring-lenny/id1437647915). Outside of sports, I enjoy [WorkLife](https://adamgrant.net/podcasts/work-life/) and [ReThinking](https://adamgrant.net/podcasts/rethinking/) by [Adam Grant](https://en.wikipedia.org/wiki/Adam_Grant) and [The Diary of a CEO](https://www.youtube.com/TheDiaryOfACEO). There’s always something to learn from other industries that applies to sports. Video games: N64: NFL Blitz, NBA Hangtime and Mario Kart. ### A recent project you’re proud of. We’re entering the greatest era of soccer in North America, and the [USL](https://www.uslsoccer.com/) is embracing this moment to help shape the future of the sport under the mantra “United for Soccer.” One project I’m proud of is our continued effort to implement the first promotion and relegation system in American soccer. It brings a globally loved model to the U.S. and marks a first in professional sports domestically. More than that, it’s about connecting communities, creating opportunity and giving millions of fans new ways to experience and fall in love with the game ### Someone else’s recent work you admire. [Lego Group](https://en.wikipedia.org/wiki/The_Lego_Group). Can’t say enough about the brand’s ability to show up in original and relevant ideas to the world of sports marketing. Notably through its [Formula 1](https://en.wikipedia.org/wiki/Formula_One) partnership, recent [FIFA World Cup](https://en.wikipedia.org/wiki/FIFA_World_Cup) licensing deal, and continued investment in women’s sports that includes [Paige Bueckers](https://en.wikipedia.org/wiki/Paige_Bueckers), [A’ja Wilson ](https://en.wikipedia.org/wiki/A'ja_Wilson)[x Nike](https://www.nike.com/w/aja-wilson-4yj6f), and joining the [F1 Academy circuit with Dutch driver Esmee Kosterman](https://www.lego.com/en-us/families/formula1/article/meet-f1-lego-racing-esmee-kosterman?consent-modal=show). Every Lego partnership centers on the same goals: a) empower creativity through play and representation; b) bring excitement of the game into everyday life; c) let fans carry the moment beyond the field, and d) connect fans through shared experiences. ### What can sports do that nothing else can? Create an unparalleled sense of connection and belonging, bringing people together and turning shared moments into something bigger than the game itself. ### What would you be doing if you weren’t working in sports? Teaching. Helping students find their passion, teaching courses on the evolving industry, and building real-world projects. And moonlighting as a children’s book author or dog park designer (Bernie’s Barkyards, trademark pending) and traveling with my family to find the best restaurants and hiking trails around the world. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:maher.labban@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Advertising, Sports **Tags:** united soccer league **External partners:** United Soccer League, USL **Sections:** Community Voices, Entertainment --- ### [Filmmaker, Photographer and Creative Director Lucrecia Always Trusts Her Instincts](https://musebyclios.com/2-minutes-with/filmmaker-photographer-and-creative-director-lucrecia-places-deep-trust-in-her-instincts/) **Published:** June 13, 2026 **Author:** Shahnaz Mahmud **Content:** [Lucrecia](https://vimeo.com/1195345199?fl=pl&fe=sh) is a filmmaker, photographer and creative director. Her work spans commercials, music videos and narrative projects for brands including Ensure, Oxfam, Peroni and Bibigo. She is represented in Canada by Holiday Films. We spent two minutes with Lucrecia to learn more about her background, her creative inspirations and recent work she’s admired. Lucrecia, tell us … ### Where you grew up, and where you live now. I grew up in Argentina, and I left when I was 24 to move to London. The city is where I discovered photography, started directing music videos and commercials and found my voice as an artist. So much of my creative identity was shaped there. Now I live between London and Mallorca. Being on the island has reconnected me to the warmth, stillness and color I grew up with in Argentina. ### A moment from high school or college that changed your life. When I moved to London, I signed up for a media production course. Two weeks before it started, the school emailed me saying there weren’t enough students, so the course was cancelled. They asked if I wanted to switch to photography. I said yes without really thinking about it. That accident completely changed my life. Photography opened this Pandora’s box creatively for me, and eventually led to directing. ### A book, movie, TV show or podcast you recently found inspiring. Every Sunday I watch four or five films, everything from [*The Tree of Life*](https://en.wikipedia.org/wiki/The_Tree_of_Life_(film)) to [Scorsese](https://en.wikipedia.org/wiki/Martin_Scorsese) to indie films and emerging directors. I also love listening to directors talk about process on the [DGA podcast](https://www.dga.org/Craft/Podcast). Recently I felt inspired by [Chloé Zhao](https://en.wikipedia.org/wiki/Chlo%C3%A9_Zhao) and the way she creates spiritually-led, emotionally safe environments on set. And [David Lynch’s](https://en.wikipedia.org/wiki/David_Lynch) [*Catching the Big Fish* ](https://en.wikipedia.org/wiki/Catching_the_Big_Fish)resonates with me too—the idea that creativity already exists in the universe and you have to be quiet enough to channel it. ### A recent project you’re proud of. My recent [Ensure ](https://vimeo.com/1196001048?share=copy&fl=sv&fe=ci)campaign. It represented a lot of what I care about creatively and emotionally. The film celebrated older generations through a very honest cinematic lens, but without being patronizing or performative. We worked with real people instead of actors, including [BMX](https://en.wikipedia.org/wiki/BMX) champions in their 50s and 60s, as well as ballerinas, inventors and Olympic athletes. They were fully living their lives and doing extraordinary things at an age society often overlooks. What made the project especially meaningful was the environment we created on set. I wanted everyone to feel completely safe and seen so I could capture something real. The energy became incredibly emotional and connected. By the end, it felt much bigger than making a commercial. It felt like we were celebrating the human experience, courage, aging and what it means to keep evolving as a person. ### Your main strength as a creative person. I trust my instinct deeply, whether it’s about casting, composition, pacing, music or emotional tone. Usually, my first ideas are the ones that end up becoming the center of the project. Years of constantly creating trained me to listen to that inner voice and trust it. I also think emotional sensitivity is a huge strength for me—understanding people, creating safe environments and translating human feelings into images. ### Your biggest weakness. Early in my career, one of my biggest weaknesses was believing I had to direct from a place of fear and combativeness to make great work. I thought I had to constantly defend my ideas and be tough all the time. I put myself under enormous pressure creatively. Eventually I realized that approach didn’t work at all. The best work comes when I feel safe, calm, open and collaborative. Letting go of that fear-based mindset completely changed the way I direct. ### What you would be doing if you weren’t working in film. Hosting the [*BBC Radio 1 Breakfast Show* ](https://en.wikipedia.org/wiki/Radio_1_Breakfast)or something equally chaotic. I love music, conversation, storytelling and making people laugh, so it feels connected to what I do now. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:ashley.falls@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Advertising, Film and TV **Tags:** Lucrecia **Sections:** Community Voices, Entertainment --- ### [How 'The Period Uniform' Fights Schoolroom Stigma in Colombia](https://musebyclios.com/health/how-the-period-uniform-fights-schoolroom-stigma-in-colombia/) **Published:** June 11, 2026 **Author:** David Gianatasio **Content:** At last night’s [Clio Health Awards](https://musebyclios.com/health/axa-wins-4-grands-for-three-words-at-clio-health-awards/), we saw numerous campaigns that address social wellness in sharp strokes, striving to improve the daily existence of various groups in creative, actionable ways. Several of these prize-winning efforts focus on menstruation, which, in some societies around the world, can still cause consternation, stigma and shame. For example, Kotex’s dramatic [“Own Your Flow”](https://musebyclios.com/health/how-kotex-crafted-one-of-the-years-boldest-health-campaigns/) encourages women and girls to embrace their journeys and keep pushing toward the prize. “The Period Uniform” from intimate care brand Somos Martina—which won a Grand Clio for excellence in creative strategy—offers the same message, but adds something extra: a novel component to fight absenteeism among schoolgirls. In Colombia, 25 percent of girls skip class once their periods arrive. Somos and Serviceplan Germany hit on the notion of leveraging school uniforms to reverse that trend. Such garments are required across Colombia, with checklists that include socks, gym shoes and the like. So, the campaign urges schools to add period-absorbent underwear to their lists for female students. “We were initially very anxious about the initiative’s reception, whether schools would participate willingly or if we would need to convince them one by one” given Colombia’s conservative mindset, Serviceplan senior copywriter Babi Puttini tells Muse. She credits this stirring short film, directed by Claudia Barra Magazl, and outreach by NGO Poderosas with helping the outreach succeed: “The schools were almost instantly on board, as they witness the daily impact of absences caused by a lack of period products and are desperate to fulfill their duty as educators,” Puttini says. “Having the prominent expert Dr. Laura Gil involved also helped. Furthermore, some teachers were already familiar with Somos Martina due to the company’s history of sustainable CSR initiatives. From that point, implementation was purely a logistical process.” Since its launch a few months back, the program has been implemented by schools including I.E. Mayor de Mosquera, I.E. Técnica Juan Manuel Rudas and I.E. Luis Carlos Galan Sarmiento. What’s more, “The process to turn the initiative into a national mandate has begun,” backed by Colombia’s vice minister of Education Lucy Maritza Molina Acosta, Puttini says. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Awards, Clio Awards, Health and Wellness **Tags:** Serviceplan, Somos maria **Sections:** Lifestyle, The Clios --- ### [VW Plays Small Ball for the World Cup. Very Small](https://musebyclios.com/sports/vw-plays-small-ball-for-the-world-cup-very-small/) **Published:** June 10, 2026 **Author:** David Gianatasio **Content:** Volkswagen don’t need no [super-changed](https://musebyclios.com/sports/director-dan-streit-takes-us-inside-nikes-audacious-world-cup-film/), [star-studded](https://musebyclios.com/worldviews/michelob-ultras-star-studded-anthem-and-more-world-cup-campaigns/), [hyper-cinematic](https://musebyclios.com/sports/chalamet-celebs-hit-the-streets-for-adidas-ahead-of-fifa-world-cup/) FIFA World Cup campaign. Leave such [bombast](https://musebyclios.com/eurovisions/footballers-flop-in-dramatic-roles-and-other-great-world-cup-ads-from-europe/) to the rest of the brand universe. Instead, the automaker will go small and dispatch Tiggy, a remote-controlled mini-Tiguan, as its summer ambassador to soccer events nationwide. Johannes Leonardo helped develop the strategy, leveraging the toy-sized vehicle’s reputation for delivering match balls at high-profile tournaments. > [View this post on Instagram](https://www.instagram.com/reel/DZXeVQaRUWx/?utm_source=ig_embed&utm_campaign=loading)[A post shared by Volkswagen USA (@vw)](https://www.instagram.com/reel/DZXeVQaRUWx/?utm_source=ig_embed&utm_campaign=loading) “With so many brands activating this summer, we looked for the most authentic and compelling way to help Volkswagen break through,” says agency ECD Jonathan Santana. “People can’t help but smile when they see Tiggy, in real life or on screen. And that kind of emotional connection is truly the key to engagement and participation—something that gives your feed a tiny hit of joy as you scroll.” The push will live across VW’s socials, seeking to provide a cute counterpoint to the deluge of big-budget FIFA content flooding every conceivable channel. Mascots are [red hot](https://musebyclios.com/advertising/why-brand-mascots-are-hotter-than-ever/) these days, so it just might make sense for VW to play in this lane. Tiggy showed up at a recent VW street soccer day in Chicago. On June 21, the wheeled dude will drive in with the match ball at a USSF doubleheader in L.A. featuring the U.S. Men’s and Women’s National Beach Soccer Teams. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Sports **Tags:** Johannes Leonardo, Volkswagen, World Cup **Sections:** Entertainment, Trending --- ### [Sloths and Frogs Get Juiced With Tropicana](https://musebyclios.com/advertising/sloths-and-frogs-get-juiced-with-tropicana/) **Published:** June 9, 2026 **Author:** David Gianatasio **Content:** A thirsty sloth steps up the pace and a frog gets airborne after downing some Tropicana in a new brand campaign from agency Fig. Directors [Dorian & Daniel ](https://resetcontent.com/us/directors/dorian-daniel/)of Reset and animation studio Untold contributed to the push, which breaks this week and introduces the theme “Give Life Some Juice.” Rippling with colorful CGI and hyperrealistic critters, the work seeks to subvert category tropes across Tropicana’s entire range by “taking a category benefit that no other brand is talking about, and owning it,” Fig creative chair Mark Figliulo tells Muse. He describes that benefit as “the uplifting feeling juice provides,” with the tropical setting a brand world ripe for future storytelling. Mr. Sloth’s vibing, that’s for sure: And the stuff helps frogs fly—so it’s worth the squeeze, apparently: “The campaign was inspired by the simple truth that energy comes from the sun. The sun is strongest in the tropics, where fruit thrives, and that connection is embedded in Tropicana’s name and heritage,” Figliulo says. “Selecting our cast of characters and developing each one was a meticulous process that began by researching different subspecies of animals. We took into careful consideration how each one looked and moved, and how they complemented each other in a group.” Peep foggy’s lower eyelid action. Nice detail! The sloth’s movements seem pretty accurate too. Well, maybe not the strutting. “To bring each character to life, they were first digitally modeled in 3D and examined under different lighting and camera angles,” Figliulo says. “Then, every characteristic—from the shade of their fur to the shape of their eyes—was carefully crafted so they could vividly convey the expressions in the story.” This expression is priceless, that’s for sure: ![](https://cdn.musebyclios.com/wp-content/uploads/2026/06/09085549/frog.jpg)We’re sure the little green guy hasn’t been nipping the stronger stuff, right? “Give Life Some Juice” will run across connected TV, digital video and social platforms, with experiential platforms and influencer partnerships in the mix. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Fig, Tropicana **Sections:** Trending --- ### [Nike's World Cup Blockbuster Tops Our 5 Ads of the Week](https://musebyclios.com/advertising/nikes-world-cup-blockbuster-leads-our-5-ads-of-the-week/) **Published:** June 11, 2026 **Author:** David Gianatasio **Content:** ### Bestie: Inside Nike’s Audacious World Cup Film Hollywood and the media-sphere serve as the setting for this mammoth FIFA-themed splash starring Cristiano Ronaldo, Erling Haaland, Vini Jr., LeBron James, Kim Kardashian and many more. Like the World Cup itself, the film presents an OTT spectacle that just won’t quit. From Wieden+Kennedy and director Dan Streit. [Read More](https://musebyclios.com/sports/director-dan-streit-takes-us-inside-nikes-audacious-world-cup-film/) **And in no particular order…** ### Data Trackers Are Too Darn Clingy in Apple’s Privacy Spot When freaks in silver suits cling to your back and record every keystroke you make, it’s time to … disconnect? As if. Apple knows you’re staying online, and says Safari’s privacy tools can lighten the load. From TBWA\\Media Arts Lab and director Ivan Zacharias. [Read More](https://musebyclios.com/advertising/data-trackers-get-clingy-in-apple-privacy-spot/) Play ### It’s World Cup Season. So Gordon Ramsay’s Even More of a Prig Sometimes, the best ad recipe calls for one celeb, extra salty. Enter Gordo with the F-bombs and a garden hose. Jeff Low directed for Uber Eats. Mother handled creative development. [Read More](https://musebyclios.com/film-tv/its-world-cup-season-that-makes-gordon-ramsay-even-more-of-a-prig/) ### Who Wouldn’t Embrace ‘Thorn Bouquets’ to Prove Their Love? Love hurts so good in this artsy, AI-driven Brazilian passion project from creative studio PAPOCO and filmmaker Alexandre Kazuo Kubo. It tackles some thorny affairs of the heart. Ouch! [Read More](https://musebyclios.com/art/who-wouldnt-embrace-thorn-bouquets-to-prove-their-love/) ### Sloths and Frogs Get Juiced With Tropicana Jungle critters strut and leap into the stratosphere after sipping some Tropicana. So, pour us a tall one! From Fig, directors Dorian & Daniel and animation studio Untold. [Read More](https://musebyclios.com/advertising/sloths-and-frogs-get-juiced-with-tropicana/) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Apple, Nike, PAPOCO, Tropicana, Uber Eats **Sections:** Entertainment, Trending --- ### [Timothée Chalamet Laces Up for Adidas to Lead Our 5 Ads of the Week](https://musebyclios.com/advertising/timothee-chalamet-laces-up-for-adidas-in-weeks-top-spot/) **Published:** May 14, 2026 **Author:** David Gianatasio **Content:** ### Bestie: Chalamet, Celebs Hit the Street for Adidas Ahead of World Cup Smuggler director Mark Malloy and agency Lola create a soccer-obsessed universe with Timothée Chalamet as its focal point. Dude delivers a magnetic performance bristling with energy, grit and humor. Even Messi, Bad Bunny and Jude Bellingham can’t steal Tim’s thunder. [Read More](https://musebyclios.com/sports/chalamet-celebs-hit-the-streets-for-adidas-ahead-of-fifa-world-cup/) **And in no particular order…** ### College Students Seeking Inspo Turn to Apple When you’re burning the midnight oil, but run short of ideas, Apple wants to be your study buddy so bad. From TBWA\\Media Arts Lab and directing duo Rubberband (Jason Sondock and Simon Davis). [Read More](https://musebyclios.com/advertising/college-students-struggling-to-find-the-big-idea-turn-to-apple/) Play ### How Tecate Stirred Pride on the High Seas This politically charged initiative from LePub broke more than a year ago. It won 4 Grands at Tuesday’s [Clio Awards](https://musebyclios.com/awards/tecate-sails-away-with-4-grand-clios-for-gulf-of-mexico/), cementing its status as an audacious classic. Remember, it’s the “Gulf of MEXICO.” Who’d call it anything else? [Read More](https://musebyclios.com/awards/how-tecate-stirred-pride-on-the-high-seas/) ### Watch Quo’s Adorable Octopus Get the Job Done Papaya Films and director Richard Hunter embrace the brand mascot craze, bringing the AI-enhanced phone system’s multitasking mollusk to life. [Read More](https://musebyclios.com/advertising/watch-an-adorable-octopus-get-to-work-for-quo/) ### ‘Dirt Balls’ Headline for Stanley Steemer If they gave awards for portraying clods of carpet crud, the actors in these self-consciously strident ads would clean up. From Bandolier Media. [Read More](https://musebyclios.com/advertising/humans-play-dirts-balls-for-stanley-steemer/) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Adidas, Quo, stanley steemer, Tecate, Timothée Chalamet **Sections:** Entertainment, Trending --- ### [How Kotex Crafted One of the Year's Boldest Health Campaigns](https://musebyclios.com/health/how-kotex-crafted-one-of-the-years-boldest-health-campaigns/) **Published:** June 11, 2026 **Author:** David Gianatasio **Content:** While developing the visuals for “Own Your Flow”—the audacious campaign from Kimberly-Clark’s Kotex designed to break taboos around women’s periods—the team at Melt Creative in Barcelona faced a potent challenge. Bathed in bold hues, with imagery ranging from a fiery tennis court to surging waves of red, the story asked the audience to believe they were watching the same person from age 12 to 30 and form an emotional connection. “That sounds straightforward on paper,” Melt’s VFX EP and head of production Olaia Casal and VFX supervisor Albert Garcia tell Muse. “But it became incredibly complex in practice. We were working with different performers, limited shooting time with minors and live singing performances where even the smallest facial detail mattered.” “The real headache was preserving identity. It’s one thing to make someone look similar; it’s another to preserve the tiny expressions, emotions and nuances that make them feel like the same person.” The solution, appropriately enough, involved going with the flow and developing a hybrid approach combining AI, traditional VFX, photogrammetry, compositing and a huge amount of painstaking refinement. “There wasn’t a single breakthrough moment,” the creatives recall. “Just a lot of talented people solving one problem after another until it finally clicked.” Set to Tears for Fears’ “Everybody Wants to Rule the World,” the :90 from director Juan Cabral dropped in February. It generated copious coverage around the brand’s message of empowerment for girls and women facing social and personal pressures, urging them to own their journeys in the face of challenges and anxiety. Last night, at the [Clio Health Awards](https://musebyclios.com/health/axa-wins-4-grands-for-three-words-at-clio-health-awards/), the project—begun by FCB and led by McCann—took home a Grand, lauded for film craft and visual effects. Here, Casal and Garcia walk Muse through their creative process: ### MUSE: Tell us about mixing old-school F/X with cutting-edge tech. **Olaia Casal and Albert Garcia:** On set, we combined practical elements such as water and dust explosions with large-scale simulations. In post, we built a surreal CG tennis court, digital crowds, CG balls and countless effects that helped tie the whole world together. The challenge was making everything feel tangible and cinematic while still existing in a slightly dreamlike space. Our goal is never to create VFX that calls attention to itself. Quite the opposite: The best compliment we can receive is when viewers don’t notice the visual effects at all, because they feel completely integrated into the art direction, cinematography and storytelling of the film. ### How did AI come into play? In helping us tackle the heroine’s transformation across different ages. But contrary to some assumptions, AI wasn’t a magic button. It became one tool among many. We combined AI-generated passes with extensive compositing, 3D work, paint, retouching and manual lip-sync corrections to make sure every performance felt authentic. In the end, the craft was about balancing technology with human artistic control. ### Was there a time when you got so frustrated, you thought you might have to give up? There were definitely moments when we wondered whether the solution we’d spent days developing was actually going to hold together. The roughest patches came when we realized that techniques that worked beautifully in still images didn’t necessarily work in motion. As soon as singing, emotion and performance entered the equation, the level of complexity increased dramatically. We found ourselves constantly testing, refining and rebuilding processes. At times it genuinely felt like we were building the plane while flying it. ### Any big surprises? One of the biggest surprises was discovering just how powerful the collaboration between different disciplines could be. This wasn’t a project where AI replaced traditional VFX, or where one department carried the work. It became a genuine collaboration between artists, compositors, 3D teams, technologists, production and creative leadership. Everyone was constantly learning from one another. Juan Cabral came with a very ambitious vision, and he was deeply involved throughout the process. There was a constant exchange of ideas, references, tests and discoveries. Some of the strongest moments in the final film weren’t the result of a single breakthrough, but of that ongoing collaboration and willingness to keep pushing until every detail felt right. After months of testing and refinement, there were moments when we’d look at a shot and stop thinking about the technology altogether. We were simply watching a character. That’s when we knew we were getting close. ### Did this project change you in any way? Absolutely. We come from traditional VFX, a process built on control. This project changed that. We replaced the pipeline with a loop—a mindset where ideas evolve, adapt and reshape the work at every stage. AI became both an opportunity and a risk, forcing us to design with uncertainty and build parallel paths forward. Innovation isn’t about the tools you use. It’s about how you think: staying curious, embracing experimentation and being willing to rethink your approach as you go. Int the end, art leads and technology follows. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Awards, Clio Awards, Health and Wellness **Tags:** kotex, melt creative **Sections:** Lifestyle, The Clios --- ### [Animating the True Story of a Couple Who Adopted a Baby Abandoned in a Subway Station](https://musebyclios.com/health/animating-the-true-story-of-a-couple-who-adopted-a-baby-abandoned-in-a-subway-station/) **Published:** June 11, 2026 **Author:** David Gianatasio **Content:** Sometimes, all you need is a focus group of one. And Klick Health ECD Andrea Lillis found the perfect sounding board while prepping [“18 Months,”](https://18monthsfilm.com/) an acclaimed stop-motion film about a couple (Danny Stewart and Pete Mercurio) who adopted a baby abandoned in a cardboard box at a New York subway station. “One of my favorite people to share work with is my 7-year-old daughter Anna,” Lillis tells Muse. “I’ll never forget showing her the finished pencil animatic. Kids are the purest audience. She immediately understood the story and felt the tension. By the end, she was tearing up over a simple sketch.” “What followed was an incredible conversation about adoption and the many ways a family can be formed,” Lillis recalls. “Moments like that remind me that creativity is at its most powerful when it sparks curiosity and helps the next generation see the world with a little more empathy.” Anna’s appraisal was right on target. Backed by nonprofit [Second Nurture](https://www.2nurture.org/), which provides foster family support, and released a year ago, “18 Months” earned major kudos for telling a compelling true story with artful panache. Lillis developed the project with Amy Fortunato, also a Klick ECD, and Zombie Studios. Last night, at the [Clio Health Awards](https://musebyclios.com/health/axa-wins-4-grands-for-three-words-at-clio-health-awards/), the initiative scored a pair of Grands, feted for excellence in design and film craft. What’s more, Klick and Second Nurture were honored as independent agency and advertiser of the year, respectively. Below, Fortunato and Lillis take us behind the scenes: ### MUSE: What caused the biggest headaches, and how did you overcome such obstacles? Amy Fortunato: Like any hand-crafted stop-motion animation, the greatest challenge is time. Every movement, expression and transition must be carefully planned, positioned and captured frame by frame, often requiring hours of work to produce just a few seconds of finished footage. The production of “18 Months” involved hundreds of hours of animation, nine handcrafted sets and custom-sculpted puppets by our partners at Zombie. It was a massive undertaking. But well worth it, as hand-crafted work stands apart. ### Maybe there was a time when it almost didn’t come together? Andrea Lillis: There was never fear—only opportunity. \[For example\], we dedicated time to continually refining the trial scene together, where sound and camera movement needed to carry the emotional weight of the moment. Those conversations with Zombie and \[music studio\] Jamute were some of the most rewarding parts of the process. We’re fortunate to work with partners we trust so deeply, because even under intense time pressure, the work continues to evolve and get better through creative collaboration. ### What were the best surprises? What made your heart sing? Amy Fortunato: Sharing the script with Pete and Danny for the first time definitely made my heart sing. There’s always a huge responsibility when you’re telling someone else’s story. You hope you’ve captured their journey authentically and honored their experiences. Seeing their response was so inspiring. By the end of the read-through, we were all in tears, which felt like a sign that we were making something special. It was one of those moments where you could feel that they saw themselves in what we’d created. Pete shared that getting to watch Danny find Kevin on the subway platform was incredibly meaningful because he wasn’t actually there when it happened. Through the film, he was able to experience that moment for the first time. Hearing that was powerful. It was a reminder that the impact of this project went far beyond views, press coverage or campaign metrics. The fact that the film could give Pete a chance to connect with such an important moment in his family’s story was a very real, very human impact. And one we’re so grateful we were able to have a part in. ### Why do you think your approach resonates? Amy Fortunato: People can connect to this story in so many different ways. In a time when families are being torn apart and others have their legitimacy questioned, this film and this story stand as a powerful truth that every family is valid, every family belongs and every family deserves to stay together. Andrea Lillis: It’s both an emotional journey and a call to action, encouraging viewers to support foster and adoptive families, or even consider becoming one themselves. ### You’ve mentioned possibly entering this in film festivals. Has that happened? Andrea Lillis: The film has already been recognized by respected festivals such as Animation 2025 and Animayo, with additional selections we’re not yet able to share–but are very excited about. More importantly, we see this as part of a larger movement. The future of health storytelling lies not in creating content for healthcare audiences, but in creating exceptional entertainment that happens to be about health. These are stories that can stand alongside the very best films in culture and bring vital human experiences into the mainstream. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Awards, Clio Awards, Health and Wellness **Tags:** Klick Health, Second Nurture **Sections:** Lifestyle, The Clios --- ### [Tom Brady's All About Coconut Water for Gopuff](https://musebyclios.com/advertising/tom-bradys-all-about-coconut-water-for-gopuff/) **Published:** June 10, 2026 **Author:** David Gianatasio **Content:** *“When you have a product this good, it doesn’t matter what it’s called, OK?”* Sorry, Tom Brady. You’re the undisputed GOAT of NFL quarterbacks. And a powerhouse pitchman. But your new organic coconut water from Gopuff needs a name, no matter what you say in the spot below. They chose “Good Nut,” huh? Maybe Tom had a point after all. In fact, the name fits into the Brady-Gopuff mantra of keeping the vibe “playful and unexpected” in order to break into crowded markets, says Tyler Stewart, the brand’s marketing lead. “Good Nut started with Tom telling us about how much he loves drinking chocolate coconut water. We quickly realized there was an opportunity to shake up the category.” Previous collabs include a push to make Super Monday a [national holiday](https://musebyclios.com/super-bowl/gopuff-tom-brady-and-druski-want-to-make-super-monday-a-national-holiday/) and the introduction of vegan [GOAT Gummies](https://musebyclios.com/sports/2-tom-bradys-launch-goat-gummies-on-gopuff/). Tom’s outing for Good Nut feels more measured, with his charm and humor flowing naturally sans silly shenanigans. (Dude’s freaky muscle suit in the gummy ads will forever haunt our dreams.) Shadow Lion helped develop the campaign, which breaks this week via video platforms nationwide. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising, Sports **Tags:** Gopuff, shadow lion, Tom Brady **Sections:** Entertainment, Trending --- ### [Director Dan Streit Takes Us Inside Nike's Audacious World Cup Film](https://musebyclios.com/sports/director-dan-streit-takes-us-inside-nikes-audacious-world-cup-film/) **Published:** June 5, 2026 **Author:** David Gianatasio **Content:** The FIFA World Cup is so ready for its closeup in “Rip the Script,” a sweeping initiative from Wieden+Kennedy, anchored by a 6-minute film that showcases big-time soccer in breathless, breathtaking style. The campaign’s title refers to rewriting the overarching storyline of soccer advertising for present and future fans, much as the sport itself has evolved into a global phenomenon. Directed by [Dan Streit](https://somesuch.co/directors/danstreit?territory=us) via Somesuch, the narrative boasts a host of pitch stars. Cristiano Ronaldo, Kylian Mbappé, Erling Haaland, Vini Jr. and others appear, along with celebs including LeBron James, Kim Kardashian, Travis Scott and Channing Tatum. Pushing the limits of cinematic marketing, the work opens on a commercial set and explodes into infinity. Numerous media touch points come into play as footballers move through familiar Hollywood genres (action flicks, arthouse fare, talk shows). Scenes shift at lightning speed to illustrate the power of soccer culture across entertainment, fashion, music and more. It’s a lot to take in at one viewing, but the message is clear: Soccer’s on an equal footing with any other sport or creative force you could name. Indeed, setting the tale in a movie studio reinforces the notion that FIFA’s shaking up the landscape like a summer blockbuster. And Nike’s all in, naturally, with “Rip the Script” kicking off sundry retail activations, merch, content drops and more. “We made this film to meet football communities exactly where they are. Not just on a screen, but in their world and deeply ingrained into their subcultures,” says Helena Thornton, VP, Nike brand management. “We didn’t want to follow the traditional playbook. We wanted to give them something worth talking about, worth clipping, worth wearing, worth showing up to. A story they don’t just watch—one they can make their own.” Here, Streit—well-versed at helming quick-cut spectacles across music videos and features—chats with Muse about the ins and out of bringing Nike’s World Cup vision to life: ### Muse: How’d you learn that you’d gotten the gig? **Dan Streit**: After pitching, we hoped for the best, but managed our expectations because even being considered was already a huge win. We were given a heads up that we were in good standing after a few days, but after about another week of patience, my executive producers Seth Wilson and Ryland Burns called me and told me that we were chosen. It was a bit hard for us to process with so many feelings—intimidated by the sheer scope of the months-long production journey and nervous about the huge shoes we had to fill with Nike’s legacy World Cup ads. Once Nike and W+K chose our approach, we felt extremely confident and supported in pulling it off. And that feeling never really went away, especially with the all-star crew we had to back it up. I can’t express how thankful I am for the team we had. ### Did you get a script and more or less shoot scene for scene? Or were there lots of tweaks along the way? The initial brief had a lot of what you see in the final spot, but in much more simplified steps, beginning with an Mbappe-focused cinematic ad that breaks into BTS with a hothead director, leading to the players running off. The core was there, but many, many bits had to be developed along the way—some even being reworked the nights before we shot. It was tough, but that definitely kept it interesting. One of the main elements I brought to the table was aiming to stylize the BTS moments in a docu-style/reality TV format, visually championing the “kayfabe” that feels as real and unscripted as possible. It allowed us to be a bit less rigid and focus on capturing the moment instead of always worrying about the picture-perfect technicals. ### On your very first day of filming, what went down? On the day before our first shoot day, one of our main footballers got injured and we found out he wasn’t going to make it to set until later in the shoot. We had to pivot quickly, and started by filming all of his bits with a body double, somewhat as a rehearsal for our eventual day with him. On that same day, we filmed all of Nico Williams’ bits on the main pitch and in our talk show set. Nico was so kind and excited to be there and brought such lovely energy. ![Group of five smiling attendees posing at a fashion expo booth, with a prominent 'THE NEXT CHAPTER' sign in the background.](https://cdn.musebyclios.com/wp-content/uploads/2026/06/04190758/DAN-NIKE.jpg)L to R: Dan Streit and Helena Thornton with W+K staffers Kathryn Addo, Blair Warren and Caleb Jensen ### What was the toughest part of the project? The explosion scene with Ronaldo had to be the most difficult. We were facing wind and rain issues, going over-time, anxiously anticipating this massive pyro bit we had been planning for months. We almost had to push it to the next day, which would’ve been a nightmare for the production. But we finally pulled the trigger and it was undeniably one of the most fun shoot days of my life. Not sure if I’ll ever get to experience something like that again. ### What was the best part of all? Again, the explosion was just so fun. The crew couldn’t help but to massively cheer after it went off, even though everyone was supposed to play horrified at the “death.” But the most unexpectedly fun bit to shoot was the ending, when all of the crew begins to scramble. The assistant director, Guy Forgaard, and I had to get on the megaphone and politely ask everyone in the room to be involved as background extras. We had just about everyone—the entire production crew, the Wieden+Kennedy agency team, Nike executives—all running around and pushing each other for 2 hours and having the time of their lives like little kids. It was hilarious and cathartic and priceless. ### What does the film say about how Nike relates to soccer and the cultural landscape? Nike was smart to let us approach this ad in a way that doesn’t take them too seriously. We made something irreverent and playful and silly, but I’m confident that the spot never stops being reverent to the sport, the players and the legacy of Nike World Cup ads. It’s certainly chaotic and ADD. But we fully embraced that. And I believe you can see us having so much fun with it. That playfulness is what people want to see at the end of the day. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Ad of the Week, Behind the Scenes, Sports **Tags:** Nike, Wieden+Kennedy, World Cup **Sections:** Entertainment, Trending --- ### [It's World Cup Season. So Gordon Ramsay Behaves Like Even More of a Prig](https://musebyclios.com/film-tv/its-world-cup-season-that-makes-gordon-ramsay-even-more-of-a-prig/) **Published:** June 9, 2026 **Author:** David Gianatasio **Content:** ![](https://cdn.musebyclios.com/wp-content/uploads/2026/06/09125405/eats-4.jpg)Gordon Ramsay’s so overexposed—wags might say overdone (heh). But Uber Eats earns an extra Michelin star for hiring the acerbic chef to drop F-bombs and douse a barbecue grill with a garden hose ahead of the FIFA World Cup. Gordo’s in fine form. By which we mean he’s such a delicious jerk, berating unsuspecting fans as they prepare meals, slinging the sass as only he can. The brand message—”Who Could Cook at a Time Like This?”—comes through loud and clear. Order through Uber Eats so you don’t miss a minute of the game. Or else Gordon will get very angry. “The entire campaign started with one very funny contradiction: Gordon Ramsay, probably the world’s most famous chef, telling people this is absolutely not the time to cook,” says Felix Richter, global CCO at Mother, which developed the work. “Everything else flowed from there. Gordon brought the perfect level of intensity, comedy and chaos to it.” Jeff Low directed through Biscuit Filmworks, leveraging Ramsay’s infamous on-screen persona to the hilt. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Film and TV **Tags:** Mother, Uber Eats, World Cup **Sections:** Entertainment, Trending --- ### [ServiceNow Says Its AI Does More than Just Make Suggestions](https://musebyclios.com/advertising/servicenow-says-its-ai-does-more-than-just-make-suggestions/) **Published:** June 8, 2026 **Author:** David Gianatasio **Content:** Your house is on fire? Let me make a few helpful suggestions… In a fresh campaign from business software provider ServiceNow, we meet a squad of firefighters who promise to “answer the call.” Sounds good, but there’s a catch: “When we say, ‘answer the call,’ we mean by phone. You’re going to be the only one physically there. We’ll walk you through the whole thing. But to be clear, you’ll be the one putting out the fire, not us.” The brand kicker: “AI that stops at suggestions is like a firefighter who doesn’t fight fires. ServiceNow puts AI to work.” Created by Mischief @ No Fixed Address and Arts & Sciences director [Mike Warzin](https://artsandsciences.com/directors/uk/mike-warzin/), the campaign breaks today, communicating ServiceNow’s promise to “give AI the context, governance and ability to take action across the enterprise,” says CMO Jim Lesser. “Because businesses don’t need more suggestions. They need AI that thinks and workflows that act.” That’s not brain surgery. Or maybe it is, judging from a second commercial: The work doesn’t get into specifics, and that’s probably wise. Instead, it compellingly *suggests* functionality that prospective customers would find useful, priming the funnel for further discovery. “Most AI companies took a mass consumer approach first with chatbots and assistants, then worked backward into the enterprise. ServiceNow did the opposite,” says Mischief ECD and founding partner Bianca Guimaraes. “It was built enterprise-first from day one. Which means it was designed to actually get work done, not just suggest how to do it.” Along with films, the initiative includes OOH, print, social, audio and creator support. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising, AI Update **Tags:** Mischief, servicenow **Sections:** Trending --- ### [Footballers Flop in Dramatic Roles—and Other Great World Cup Ads From Europe](https://musebyclios.com/eurovisions/footballers-flop-in-dramatic-roles-and-other-great-world-cup-ads-from-europe/) **Published:** June 9, 2026 **Author:** David Gianatasio **Content:** Here are some notable FIFA World Cup-related campaigns that recently broke in Europe, selected by Muse sibling [Ads of the World](http://adsoftheworld.com). ### Orange, ‘Les Bleus arrive in America’ Agency: Publicis Conseil The French players are machines on the pitch. In front of the camera as actors, well, that’s another story. Because behind the performances, stats and the pressure of “big games,” there are men—clumsy, funny, human. Here, Orange makes the point that it puts people—with all their faults and foibles—before technology. [Read More](https://www.adsoftheworld.com/campaigns/les-bleus-arrive-in-america-and-they-re-not-here-to-play-act) Play Orange – ‘Les Bleus Arrive in America. And They’re Not Here to Play Act’### Irn-Bru, ‘Where There’s Girders, There’s a Way’ Agency: Lucky Generals Reworking the iconic “Made in Scotland from Girders” song, this campaign becomes a rallying cry for Scottish football fans facing another challenging tournament journey. Featuring appearances from Susan Boyle, John McGinn and members of the Tartan Army, it celebrates the resilience and unwavering optimism of Scotland supporters. [Read More](https://www.adsoftheworld.com/campaigns/where-there-s-girders-there-s-a-way) Play Irn-Bru – ‘We’re Made in Scotland from Girders’### FC Barcelona and Spotify, ‘The Dream Begins’ Set to Olivia Rodrigo’s “Drop Dead,” the film follows a young fan whose bedroom transforms into a dreamlike world where soccer and music collide. As posters, memorabilia and match-day mementos spring to life, the story captures a fan’s admiration for both Olivia and FC Barcelona. Blending music fandom with football culture, the film builds to the reveal of a special-edition jersey featuring the singer’s initials. [Read More](https://www.adsoftheworld.com/campaigns/the-dream-begins) Play Olivia Rodrigo x FC Barcelona x Spotify – ‘The Dream Begins’### Tennent’s Lager, ‘Time to Dream’ Agency: Leith Leith and Tennent’s mark Scotland’s long‑awaited return to football’s biggest stage with a rousing film fronted by *Game of Thrones’* Rory McCann. Shot in a Glasgow pub, the spot rolls back through the decades as McCann delivers a heartfelt speech that echoes the journey of Scotland fans. [Read More](https://www.adsoftheworld.com/campaigns/time-to-dream) Play Tennent’s Lager – ‘Time to Dream’### Sky Bet, ‘The World’s Gone Football’ Agency: Anomaly It’s official: Football has taken over the world. Sky Bet leans hard into the beautiful, slightly surreal reality of what happens to a nation when the World Cup rolls around. This offbeat spot features Roy Keane and Micah Richards navigating a Britain gripped by pitch fever in the best possible way. [Read More](https://www.adsoftheworld.com/campaigns/the-world-s-gone-football) Play Sky Bet – ‘The World’s Gone Football’### Paddy Power, ‘Nobody Does Football Better Than US’ Agency: BBH London Ahead of the World Cup, Paddy Power pits English football culture against American sporting spectacle for a tongue-in-cheek cultural showdown. The film contrasts the glitz and excess of U.S. sports presentation with the passion and identity of England fans, positioning soccer as a battle of styles as much as competition on the pitch. Anchored by Rob Lowe and Danny Dyer, the work leans into humor and rivalry to champion the emotion and authenticity of English fans. [Read More](https://www.adsoftheworld.com/campaigns/nobody-does-football-better-than-us) Play Paddy Power – ‘Nobody Does Football Better than US’[CLICK HERE TO CHECK OUT MORE WORLD CUP ADS FROM ACROSS THE GLOBE](https://musebyclios.com/worldviews/michelob-ultras-star-studded-anthem-and-more-world-cup-campaigns/) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Eurovisions **Tags:** FC Barcelona, Irn-Bru, Orange, Paddy Power, Sky Bet, Spotify, Tennent's Lager **Sections:** Entertainment, Trending --- ### [AXA Wins 4 Grands for 'Three Words' at Clio Health Awards](https://musebyclios.com/health/axa-wins-4-grands-for-three-words-at-clio-health-awards/) **Published:** June 11, 2026 **Author:** David Gianatasio **Content:** These days, wellness marketing often blurs the line between form and function. It increasingly transcends category tropes to suggest innovative remedies for societal afflictions and illustrate how people can stay strong in a world that often feels cold and confusing. That trend was on vivid display among the biggest winners at last night’s Clio Health Awards. “Three Words”—an initiative from AXA and Publicis Conseil designed to help women quickly relocate after episodes of domestic violence—won 4 Grands at the show. The team of Omni and Saatchi & Saatchi France won two Grands, as did the pairing of Second Nurture and Klick Health. The former recast folks in wheelchairs as delivery drivers; the latter told the story of a gay couple who adopted a baby that had been abandoned in the NYC subway. All three of these campaigns, plus other winners, pushed boundaries, demonstrating ways to increase the greater good and help individuals find comfort and reach their full potential. All told, entries from 10 nations won 19 Grands. Public health expert Dr. Leana S. Wen hosted the event at NYC’s Tribeca Rooftop + 360°. These special prizes were bestowed: - Advertiser of the Year: Second Nurture - Agency of the Year: Ogilvy Health New York - Independent agency of the Year: Klick Health - Network of the year: Ogilvy Denver Broncos tackle Calvin Anderson received an honorary Clio Health Impact Award for advancing global health equity as an investor and philanthropist. Nadya Okamoto received the Women’s Health Champion Award, presented by Weber Shandwick, for promoting menstrual equity and expanding access to period care. In addition, CVS Health recognized the [2026 Clio Health Champions](https://musebyclios.com/health/clio-health-champions-2026-meet-19-leaders-driving-progress-in-healthcare-marketing/), behind-the-scenes leaders boosting creativity. The full gallery of winners, including Gold, Silver, Bronze and shortlist recipients, can be found [here](https://clios.com/winners-gallery/explore?vertical=Clio+Health&season=2026&program=22114). Click through the pics below for more info on all of the Grands: ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Awards, Clio Awards, Health and Wellness **Tags:** Axa, Omni, Second Nurture **Sections:** The Clios, Trending --- ### [Who Wouldn't Embrace 'Thorn Bouquets' to Prove Their Love?](https://musebyclios.com/art/who-wouldnt-embrace-thorn-bouquets-to-prove-their-love/) **Published:** June 8, 2026 **Author:** David Gianatasio **Content:** The timeless notion that love hurts—sometime a lot—informs “Disarrangements,” a supremely spiky initiative from creative studio PAPOCO timed to Brazil’s Valentine’s Day on June 12. Developed with botanical artists at Mesa & Flor, this (literal and figurative) passion project focuses not on gorgeous flowers, but various types of thorns as its central metaphor. They’re brittle, alluring and razor sharp throughout an art-house exercise lensed with a surreal, euro-horror aesthetic by filmmaker [Alexandre Kazuo Kubo](https://www.instagram.com/kazuodesigns/). “Our project bypasses the generic, sugar-coated tropes that usually pollute Valentine’s Day,” Bruno Pereira, copywriter, creative director and co-founder of PAPOCO, tells Muse. “We wanted to offer a brutally honest perspective on romance. Ultimately, much like nature itself, human relationships have their thorny seasons. The true beauty of commitment lies in the willingness to sustain that love and flourish together during the hardest days.” “The ultimate goal,” he says, “is to feel and evoke feeling.” The hero film breaks today across YouTube and elsewhere. Strap in for 90 seconds of prickly, pointed frames that slice straight to (and perhaps through) the heart: Poetic narration, penned by Pereira, puts the visceral visuals in perspective: *I offer you my thorns My wounds, The unspoken words, This broken garden I carry deep within my chest…* *I offer you my thorns, My tears, The aches that made a home out of my body. This scar where every day my sun goes down*… *A toast to the couples who, through pain and silence, still choose the same soil. Because to love is to embrace each other’s thorns.* There’s a novel IRL element, too, in the form of a “Resilience Test” on the [campaign website](https://desarranjos.com.br/). Users are invited to press and hold a single key on their keypad—until it hurts, basically—mimicking the experience of holding a thorn. The top 5 finishers will win thorny bouquets from acclaimed floral artist Tanus Saab. Below, the PAPOCO creatives behind the project share their insights: ### MUSE: What message are you trying to communicate—and why? **Bruno Pereira:** True intimacy inherently carries friction and vulnerability. Relationships weather storms; harsh words can wound. Every long-term commitment harbors quiet deserts and grey days. All of this is part of loving someone. Love is beautifully fractured, and that’s okay. Everyone—without exception—carries thorns. For instance, I often wake up and retreat into my own silence. I can be grumpy. Post-pandemic, I realized I am far more anxious than I ever used to be. These are just a few of my own thorns. They are part of who I am and how I relate to others. When you look inward, how many thorns do you see piercing through your own gestures, habits, and emotional wounds? ### What inspired this project in the first place? What do you hope to achieve for PAPOCO? **Erick Mendonça (creative director and co-founder):** We are all industry veterans who spent years leading creative departments at top agency networks. But recently, we stopped identifying with the bureaucratic processes and traditional structures of those environments. We chose an ironically thorny path—building an independent studio—but one that is infinitely more honest, agile, and aligned with our creative standards. We saw Brazil’s unique Valentine’s Day (“Dia dos Namorados”) as the perfect testing ground to invest our energy into the kind of raw storytelling we believe in. We took the most overused, idealized symbol of romance—the flower bouquet—and stripped it of its traditional softness. We subverted it into something that goes far beyond a seasonal gift. We transformed it into a deeply personal, raw reflection of human reality: our thorns. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/06/07085859/throns-2.jpg)### How exactly was this made? What’s real vs. tech-generated? **Bruno Pereira:** The film is almost entirely a hyper-curated AI production, designed to push the absolute limits of cinematic craft and digital art direction. The conceptual thorn bouquets designed by Mesa & Flor were physically captured in a photo studio to be seamlessly embedded among the scenes, ensuring a visceral, tangible texture throughout. And the ultra-rare physical sculptures were masterfully created by Tanus Saab to be delivered to the winners’ homes. But the cinematic narrative was conceptualized by director Kazuo Kubo using an array of AI tools. ### Fittingly, the film runs hot and cold, as it were. Red, blazing moments mix with sequences of desiccation. **Bruno Pereira:** Because the core narrative is so raw and poetic, we needed that visceral weight to translate seamlessly into the imagery. The poetry had to exist beyond the words. Kazuo, whose visual craft is exceptional, perfectly captured our intent and injected that precise emotional tension into every frame. When you watch the film, the seamless textures make you forget you are looking at AI. It feels real because it stings. It’s a thorn disguised as cinema. ### When people take the “Resilience Test,” what do you hope they’ll think and feel **Yuri Facioli (copywriter, creative director and partner):** We want them to endure. The physical, living sculptures that will be delivered to the challenge winners … (use) the exact botanical species featured in the film. Unlike traditional flower bouquets, these thorn structures don’t wither. They don’t die. They are permanent pieces of high-end art that will live in people’s homes forever. They inhabit eternity. The underlying question we are posing is: “How much friction are you willing to endure for your own forever?” By forcing users to press and hold down a digital thorn, we are creating a frictional UX metaphor for the act of loving itself. It’s an opportunity to not just witness a concept, but to physically interact with it and feel the digital tension. Loving hurts. Loving demands presence. Loving requires sacrifice. Loving is, ultimately, choosing to accept the other person’s thorns.” ![](https://cdn.musebyclios.com/wp-content/uploads/2026/06/08105550/BLOOD.jpg) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Art **Tags:** PAPOCO **Sections:** Entertainment, Trending --- ### [Area 23's Viton Araújo Emphasizes Breakthrough Ideas That Feel Human](https://musebyclios.com/2-minutes-with/area-23s-viton-araujo-emphasizes-breakthrough-ideas-that-feel-human/) **Published:** June 10, 2026 **Author:** Shahnaz Mahmud **Content:** With over 22 years in global advertising, [Viton ](https://www.linkedin.com/in/viton-araujo-a643b118/) is currently a creative partner at Area 23 in New York. He began his career as a copywriter in Brazil and then worked for FCB Lisbon. His notable work includes “Portuguese Reconstitution” with Penguin Books and “Magnetic Stories” for Siemens Healthineers. Beyond advertising, he is also a poet and author whose work explores the intersection of storytelling, creativity and emotion. We spent two minutes with Viton to learn more about his background, his creative inspirations and recent work he’s admired. Viton, tell us… ### Where you grew up, and where you live now. I grew up in Porto Alegre, in the very south of Brazil. Then I moved to São Paulo, the biggest city in South America, before spending 12 years in Lisbon. I’ve been living in Brooklyn for the past 3 years. ### How you first got interested in health. I started paying attention to the health advertising industry when [Tim Hawkey](https://www.linkedin.com/in/timhawkey/) and [Area 23](https://area23hc.com/) began bringing to life beautifully-crafted projects and meaningful innovations that genuinely improved patients’ lives. These include “Sick Beats.” I realized health creativity could be just as artistic and emotionally powerful as any other kind of storytelling, while also having the potential to help people. Play ### One of your favorite projects you’ve ever worked on. “Magnetic Stories.” We created children’s stories specifically adapted to the sounds and rhythms of MRI machines, transforming a frightening and stressful experience into something magical and comforting for pediatric patients. I’m incredibly proud not only of the idea itself, but of seeing it come to life with such a talented team. It allowed me to merge the two things I love most: creativity and art, both working in service of a meaningful cause and a major healthcare brand. Play ### A recent project you’re proud of. “Autism Rocks.” It gamifies an innovative speech therapy technique called Auditory Motor Mapping Training (AMMT), making it more accessible and enjoyable for non verbal and minimally verbal autistic children. In partnership with [Warner Chappell](https://en.wikipedia.org/wiki/Warner_Chappell_Music), we adapted famous songs into therapy-driven musical experiences and transformed them into a rhythm-based game kids can play with parents and caregivers. They learn words through play, music and emotional connection. Play ### One thing about how health is evolving that you’re excited about. Everyone talks about AI. And I do think it is an incredibly useful tool. But what excites me most about the evolution of healthcare is the growing understanding that innovation can also be simple, sensitive and deeply human. You don’t necessarily need to reinvent technology itself. Sometimes you just need to understand patients and their struggles well enough to offer something meaningful in a way nobody had thought of before. That can be stories and music or gaming. I’m very interested in breakthrough ideas that feel human first. ### A book, movie, TV show, or podcast you recently found inspiring. A book I constantly revisit is called [*The Hero with a Thousand Faces*](https://en.wikipedia.org/wiki/The_Hero_with_a_Thousand_Faces) by [Joseph Campbell](https://en.wikipedia.org/wiki/Joseph_Campbell). It explores his famous “hero’s journey” and the way myths from different cultures converge around the same fears, desires and transformations. It’s incredibly inspiring if you care about storytelling, whether for books, films or advertising. ### A visual artist or band/musician you admire. I love [Gil Scott-Heron](https://en.wikipedia.org/wiki/Gil_Scott-Heron). He was one of the first artists to merge spoken word and music in a powerful way. His work feels urgent, poetic, political and emotionally raw. He’s a huge influence on both my poetry and my spoken word performances. I love performing spoken word poetry at places like [Bowery Poetry Club](https://www.bowerypoetry.com/) and [Nuyorican Poets Cafe](https://en.wikipedia.org/wiki/Nuyorican_Poets_Caf%C3%A9). I also post short poems on [Instagram](http://@vitonaraujo), many of them written on my typewriter. ### Your main strength as a marketer/creative. The ability to combine my three greatest passions: creating, writing and producing. I care deeply not only about ideas, but about craftsmanship and bringing them to life in the strongest possible way. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:emily.seal@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Advertising, Health and Wellness **Tags:** Area 23, AREA 23 New York **Sections:** Community Voices --- ### [AI Doesn't Build Belief. People Do](https://musebyclios.com/musings/ai-doesnt-build-belief-people-do/) **Published:** June 9, 2026 **Author:** David Gianatasio **Content:** ![](https://cdn.musebyclios.com/wp-content/uploads/2026/06/09060306/AI.jpeg)This op-ed almost didn’t get written. Not for lack of trying. Between the two of us, there were multiple drafts, multiple conversations and at least one argument about what the piece was actually trying to say. We kept starting in the wrong place. Writing toward the obvious point instead of the real one. Somewhere between frustration and the fourth version, something finally clicked. We’re telling you this because everyone is having the wrong conversation about AI. Not the stale argument about whether human creativity is “irreplaceable.” You’ve heard that already. So have we. And honestly, parts of it are wishful thinking. AI-generated content is already everywhere. People are watching it, sharing it, building fandoms around it, responding to it emotionally. The issue is not whether machines can produce compelling output. Clearly they can. The issue is that we now have more tools than ever, more output than ever, yet somehow less work that actually lands. What’s disappearing isn’t content. It’s judgment, taste and the willingness to stay in the process long enough for something real to emerge. **When the Tools Are Equal, Taste Is the Differentiator** AI has made it easier than ever to produce content and harder to stand out. Most of what’s flooding the market is surface-level prompting passed off as creative work—output that hits the brief, clears the deadline and dissolves on contact. That’s not an AI problem. That’s a taste problem. The tool will go wherever you take it. It will iterate, push, surprise you—if you know what you’re looking for and refuse to settle before you find it. Most people aren’t doing that. They’re accepting the first thing that looks finished and moving on. The speed isn’t the issue. The willingness to stop too soon is. When every agency has access to the same tools, the tools stop being the differentiator. What separates the work that lands from the work that doesn’t is the judgment behind the prompt and the discipline to keep going until you reach the best destination. **Possibility Is Not the Same Thing As Direction** The conversation keeps orbiting around capability and speed when what’s actually scarce is discernment: the people willing to kill the first three concepts, the people who know the difference between something that performs creativity and something that builds belief. In other words: When the tools become universal, taste becomes the advantage. And taste is not just aesthetics. It’s timing, context, judgment—the ability to sense what a piece of work is actually doing beneath the surface. You get it from obsession, failure, cultural fluency and paying attention. From spending enough time in the mess. That’s why the most interesting AI work right now is not trying to erase the human role. It’s the work where the human point of view is unmistakable. Recently, Creative Theory Agency [partnered with Wyclef Jean and Google’s AI music model Lyria](https://www.youtube.com/watch?v=3TiIvvXetY0) to explore what AI collaboration sounds like when guided by an actual creative vision. The technology could generate infinite possibilities. But possibility is not the same thing as direction. The interesting part wasn’t the tool. It was the arrangement—knowing what to push further, what to strip back and when to call it done. Because the real question now is not who has access to AI. It’s who knows how to shape it into something that actually builds belief. Play Lyria x Wyclef from Google Gen Media**Why Independents Are Built for This** At independent agencies, there are fewer layers between the idea and the audience. We can kill a concept before it becomes a bad campaign. We can feel when something is stale before the data catches up. This is where independent agencies have a structural advantage, because we’re closer to culture. Creative direction comes from context, timing and gut instinct. From the weird references and IYKYK nuances no model can fully scrape from the internet. The ability to “read the room” is still human. And when everyone has access to the same tools, that instinct becomes the real competitive advantage. **Volume Creates Visibility. Belief Creates Loyalty** AI can increase output, but it cannot create meaning on its own. Brands that confuse those two things are about to flood the internet with content nobody will remember. Because the work that performs best in the short term is not always the work that endures. Volume creates visibility. Belief creates loyalty. One gets impressions; the other gets people to care enough to share content without being asked. That’s the real risk of the AI era: not automation, but indistinguishability. Because when every brand can generate infinite content, the only thing that cuts through is connection—and that connection comes from the human struggle to make the work. The goal is not more content. It’s building a deeper process and adding more resonance. **AI as a Medium, Not the Author** When we developed [“The Art of Possible,” a documentary on Marian Croak](https://www.youtube.com/watch?v=1FLVOAjtgag), we ran into a problem: entire parts of her life had barely been preserved in the archive at all. The easy answer was to stitch around the gaps. We didn’t take it. Working with Vega Studio, we used AI-generated vignettes to reconstruct pieces of her world—her childhood home, her Bell Labs office, fragments history failed to keep. But the important part happened before a single image was generated. In the conversations about what the story owed her, and what it owed the audience. We cut versions that didn’t work and sat with the absences long enough to understand what the film needed. The execution combined AI and human craft, and the final narrative was shaped by human judgment. Replicating formats without understanding context doesn’t create culture. It creates forgettable content. The future of creativity resists easy automation and chooses integration. **The Value Has Moved** The way we frame the AI debate has implications that go far beyond creative output. It changes how creative labor is valued, how stories get made, and who gets to shape culture in the first place. The future will not require fewer creatives. It will require stronger ones. People with sharper instincts, deeper points of view, and the willingness to stay in the discomfort long enough for something real to emerge. The value is shifting from execution to direction—and from making content to knowing what’s worth making at all. **AI Isn’t the Advantage Anymore** AI is no longer the differentiator. Judgment is. The agencies that excel in this era will not be defined by the tools they use, but by how they use them—their ability to combine technology with perspective, speed with discipline, output with intention. Human creativity is not being replaced. It’s being clarified. Increasingly, the work that actually matters will come from people who understand what they’re making and why it needs to exist. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** AI Update, Musings **Tags:** Creative Theory Agency, Google **Sections:** Community Voices, Entertainment --- ### [Timesheets Transform Into 'Bragsheets' for Corner Table Creative](https://musebyclios.com/advertising/timesheets-transform-into-bragsheets-for-corner-table-creative/) **Published:** June 9, 2026 **Author:** Shahnaz Mahmud **Content:** Billable hours. Utilization rates. Timesheets. Tools designed to track productivity and prove value to clients—or so it seems. Corner Table Creative wanted to make meaningful change that focuses on lifting its employees—mostly women—in an industry that often sees that gender undersell their accomplishments. So, instead of obsessively tracking time, the agency asked its staff to submit “Bragsheets” that chronicle daily value added. Muse chatted with Corner Table co-founder and creative lead Madeline Meade about how this practice yields greater productivity and helps employees grow into leaders. ### Muse: What makes these ‘bragsheets’ so useful? Madeline Meade: Bragsheets work because they shift the definition of “productivity” from time spent to value created. They make impact visible, whether it’s a creative breakthrough, a problem solved, a leadership moment or a client win. They also build a culture of visibility and ownership because the team is articulating impact in real time. That daily habit is what develops leaders. When the prompt “What value did you add today?” becomes part of your rhythm, emerging talent learns to connect their work to outcomes, not minutes. And the skill of recognizing and communicating your own value is what the industry needs more of if it’s serious about who leads next. ### How did this come about? We wanted to reimagine how an agency could operate, even down to the small daily rituals, to better support the next generation of creative talent, especially women. Only 15 percent of creative directors are women. There’s a widely documented dynamic that women often undersell their accomplishments in reviews, meetings and everyday work conversations. Timesheets reinforced that undervaluing by asking people to log a client name in .25-hour increments without ever naming the impact. So we flipped the question from “What did you do today?” to “What value did you add today?” And a new daily ritual was born. ### How long have you been using bragsheets and what have you learned? We’ve been using them since May 2024, just a few months into our existence. And as we’ve scaled quickly, a few insights have stood out: They create clarity, fast. A daily brag forces you to name what moved the work forward. That keeps teams focused on outcomes, surfaces small wins that would otherwise get lost and makes progress easier to see. Regularly articulating value helps people get better at recognizing impact and communicating contribution. We see that as a core creative leadership capability. We’ve seen emerging talent step into leadership faster than traditional agency models typically allow because they’re consistently practicing impact and accountability, not just execution. ### How is this a benefit to clients? Instead of saying, “We spent 42 hours this week,” we can say, “Here’s how the team moved your business forward,” with concrete examples. ### How does this play into the bigger picture? Creative contributions shouldn’t be measured primarily in hours worked, but in ideas brainstormed, problems solved and momentum created. Having tracked my own time earlier in my career, “no timesheets” can sound like just a perk. But bragsheets have become so much more than that. It’s part of our infrastructure with a celebration every Friday for “Brag of the Week.” And monthly, managers and direct reports identify their “Top Three Brags” as a moment of reflection. ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** Advertising **Tags:** Corner Table Creative --- ### [Michelob Ultra's Star-Studded Epic and More World Cup Campaigns](https://musebyclios.com/worldviews/michelob-ultras-star-studded-anthem-and-more-world-cup-campaigns/) **Published:** June 8, 2026 **Author:** David Gianatasio **Content:** Here are some notable FIFA World Cup-related campaigns that recently broke far and wide, curated by Muse sibling [Ads of the World](http://adsoftheworld.com). ### Michelob Ultra, ‘The Superior Match’ Agency: BBDO N.Y. One lobby. Too many legends. Not enough superior light beer. This epic showdown for some ice cold brews unfolds inside a lobby packed with soccer legends old and new. Featuring Messi, Pulisic and Billy Bob Thornton. [Read More](https://www.adsoftheworld.com/campaigns/one-lobby-too-many-legends) Play Michelob Ultra – ‘The Superior Match’ ### Fernet Branca, ‘We Are Unbearable’ Agency: Zurda Agency There’s one thing that defines Argentinians when the World Cup arrives: Intensity. So much intensity that they often become unbearably intense to the rest of the world. And that’s exactly what makes them unique. This insight inspired a tongue-in-cheek spot, which builds on the brand’s positioning as a symbol of Argentine pride and the overwhelming passion for the World Cup. [Read More](https://www.adsoftheworld.com/campaigns/we-are-unbearable) Play Fernet Branca – ‘We Are Unbearable’ ### Pepsodent, ‘The Calling’ MullenLowe Group While FIFA World Cup 2026 kicks off this week in North America, the rest of the world will tune in at all hours, even staying up late to show their support for their favorite teams. Pepsodent stepped away from the expected football hero narrative and leaned into storytelling that reflects real family behavior—with a supernatural twist. [Read More](https://www.adsoftheworld.com/campaigns/the-calling-6a42d72c-f213-4f85-a109-3bbd4f430480) Play Pepsodent – ‘The Calling’### SBS, ‘Fight For Your Right to Watch’ Agency: Droga5 Australia & NZ Boss breathing down your neck? Deadline looming? Welcome to the SBS FIFA World Cup Watchers Rights Association, led by the uniquely qualified Nick Mohammed (of Ted Lasso fame). With the Cup kicking off in North America, Australian football fans face a severe national crisis: live matches scheduled right during working hours. But watching the Socceroos live and free on SBS On Demand is a fundamental human right. Isn’t it? [Read More](https://www.adsoftheworld.com/campaigns/fight-for-your-right-to-watch) Play SBS – ‘Fight For Your Right’### Truly Hard Seltzer, ‘Believe USA’ Agency: KDSP Built around the optimism of American football fans, this inspiring campaign centers on a nationwide search for a community that truly believes the U.S. Men’s National Team can win it all. [Read More](https://www.adsoftheworld.com/campaigns/believe-usa) Play Truly Hard Seltzer – ‘Believe, USA’### Naranja X, ‘Call-Ups’ Agency: Mercado McCann This film turns a shared cultural moment into a personal opportunity for fans. The idea is simple: If your surname matches one of the players chosen for the squad, you can enter for a chance to travel to the tournament. By linking identity, national pride and football fandom, the campaign transformed the roster announcement into an interactive experience. It gives supporters a unique way to feel connected to the team’s journey. [Read More](https://www.adsoftheworld.com/campaigns/naranja-x-s-call-ups) Play Naranja X – ‘Call Ups’[CLICK HERE TO CHECK OUT MORE WORLD CUP ADS FROM EUROPE](https://musebyclios.com/eurovisions/footballers-flop-in-dramatic-roles-and-other-great-world-cup-ads-from-europe/) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Worldviews **Tags:** Fernet Branca, Michelob Ultra, Naranja X, pepsodent, SBS, Truly Hard Seltzer, World Cup **Sections:** Entertainment, Trending --- ### [Data Trackers Are Too Darn Clingy in Apple's Privacy Spot](https://musebyclios.com/advertising/data-trackers-get-clingy-in-apple-privacy-spot/) **Published:** June 4, 2026 **Author:** David Gianatasio **Content:** Hey, you’ve got freaks in silver spacesuits riding around on your back, peeking at every keystroke you make on that iPhone. You good with that? Of course not. Personified data trackers pop up everywhere IRL as Apple touts the privacy tools of its Safari OS in a campaign titled “Clingers.” Play This brand isn’t known for broad humor. So it’s nice to see TBWA\\Media Arts Lab and Smuggler director Ivan Zacharias letting their hair down for some silliness to bolster a serious message. That vibe will likely boost the work’s memorability. Of course, the basic concept is nothing new. These [creepy anti-vaping ads](https://musebyclios.com/health/creepy-anti-vaping-ads-show-what-addicted-teens-carry-with-them/) from 2019 rocked similarly clingy themes. Apple’s take feels more measured and finely tuned. The bit in the museum, with the human cast mirroring nearby artworks, is especially notable. As for the notion of blowing the trackers to sparkly smithereens, who wouldn’t be down with that? ![](https://cdn.musebyclios.com/wp-content/uploads/2026/06/04083124/apple-smithereens.jpg)**CREDITS** Agency: TBWA\\Media Arts Lab Director: Ivan Zacharias Production Company: Smuggler Post-Production Company: House of Parliament / Trafik Editing: Work Editorial Director of Photography: Jan Velicky Music: Model Citizen ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Apple **Sections:** Trending --- ### [Brando Babini on Breaking Down Youth Soccer's Pay-to-Play Barriers](https://musebyclios.com/2-minutes-with/brando-babini-on-breaking-down-youth-soccers-pay-to-play-barriers/) **Published:** June 1, 2026 **Author:** Shahnaz Mahmud **Content:** [Brando](https://www.linkedin.com/in/brando-babini-297a45217/) is a 21-year-old student at Brown University. At age 16, he founded Youth 4 Youth FC after experiencing firsthand how the U.S. youth soccer system locks out talented players through pay-to-play barriers. In the past year, Youth 4 Youth FC has grown into one of the fastest-rising player-led soccer development networks in the country. Highlights include 294 percent year-over-year revenue growth; the participation of 650 elite players across 8 states; 30 million organic social content views; working with Nike to host the largest free college soccer showcase in U.S. history. We spent two minutes with Brando to learn more about his background, his creative inspirations and recent work he’s admired. Brando, tell us… ### Where you were born and where you went to school. I was born and raised in Manhattan. My mom grew up Orthodox Jewish in Brooklyn, and my dad is Italian and moved to the U.S. later in life. So I was exposed to paradoxical perspectives early on. I now attend Brown University, where I’m studying film. The mix of sports and storytelling has shaped how I think about building Youth 4 Youth. ### How you got into sports. Through soccer. At four years old, I played in the East Village with some Italian family friends. It started very organically, just playing on blacktops, but it quickly took over my entire life. I played at a high level growing up and was in a competitive environment, with a lot of players around me turning pro. I also played basketball for a bit. But soccer was always the center of everything. ### How Youth 4 Youth got started. [Youth 4 Youth](https://www.y4yfc.com/) came from a moment of honest reflection when I was 16. I saw a lot of my peers take the next step into professional environments, and I realized that path wasn’t going to be mine. I looked inward and asked myself what was missing from my journey. The answer was mentorship. I needed someone, like a big brother, who had lived this journey. What started as a school project built around closing that gap has since evolved into a much larger platform focused on mentorship, access and opportunity. ### What services do you offer? How can people or brands get involved? Youth 4 Youth is about guiding players through every stage of their development: training, mentorship, showcases and networking. All led by current pro and college players. We don’t rely on traditional scouting. We use content to let players come to us, creating a more open and equitable pipeline. On the brand side, partners play a critical role in helping subsidize the experience, which allows us to reduce or eliminate costs for players. That’s central to our mission of addressing the pay-to-play barrier. ### What’s your biggest success so far? One of our biggest milestones was a free showcase we hosted with [Nike](https://en.wikipedia.org/wiki/Nike,_Inc.). We brought in 52 college coaches to watch 65 players selected from over 700 applicants. And that led to 51 college offers. It was proof that if you build the right platform and remove financial barriers, you can create real, life-changing opportunities at scale. ### What’s the company’s plan for the future? In the short term, we’re focused on building a network wherever there are pro and college players who can mentor the next generation. Looking further out, we want to create a full ecosystem that supports players all the way through the professional level, including helping them navigate contracts and representation. The long-term vision is to make the entire model free for players, funded through brand partnerships. ### What are your favorite sports? [AC Milan ](https://en.wikipedia.org/wiki/AC_Milan)has always been my team—it’s tied to family. I suffered through the [banter era ](https://www.reddit.com/r/ACMilan/comments/uxwvru/can_someone_please_explain_me_what_was_the_banter/)my whole childhood. I’m also a big [Knicks](https://en.wikipedia.org/wiki/New_York_Knicks) and [Yankees](https://en.wikipedia.org/wiki/New_York_Yankees) fan. But I’m a diehard Milanista. ### What sports media do you consume? [*Hoop Dreams*](https://en.wikipedia.org/wiki/Hoop_Dreams) stands out for me. It completely changed the landscape for sports stories and documentary filmmaking. I also enjoy [Copa90’s](https://en.wikipedia.org/wiki/COPA90) [*Derby Days* ](https://www.youtube.com/playlist?list=PLZhmeUVq6qiVTa9zM4NUSu-kHXhRsiQOC)series. And creatively, [Nike’s 2014 World Cup campaign](https://en.wikipedia.org/wiki/Risk_Everything) shaped how I think about storytelling in sports to this day. ### If you weren’t doing this, what else would you do? I’d be focused on filmmaking. I’m studying film now, and storytelling is something I’m deeply passionate about. I already get to do that every day through Youth 4 Youth. Everything we build has a narrative behind it. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:maher.labban@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Advertising, Sports **Tags:** Youth4Youth **External partners:** Youth4YouthFC **Sections:** Community Voices, Entertainment --- ### [Thiago Fernandes of Digitas Health: Innovation Is the Creative Baseline](https://musebyclios.com/2-minutes-with/thiago-fernandes-of-digitas-health-innovation-is-the-creative-baseline/) **Published:** May 30, 2026 **Author:** Shahnaz Mahmud **Content:** [Thiago](https://www.linkedin.com/in/thiago-fernandes-aa943897/) is currently deputy CCO at Digitas Health. Over the past decade, he has guided work for brands and organizations including UNICEF, Boehringer Ingelheim and Eurofarma. Campaigns like “Baby Minder,” “The Unwearable Collection,” “Lil Sugar: Master of Disguise,” “In Transit” and “bAIgrapher” have earned international recognition. He works alongside his longtime creative partner [Widerson Souza](https://www.linkedin.com/in/wid-souza-709b5b18/). Earlier, Thiago held leadership roles at Ogilvy Health and Area 23. We spent two minutes with Thiago to learn more about his background, his creative inspirations and recent work he’s admired. Thiago, tell us … ### Where you grew up, and where you live now. I was born in Rio de Janeiro and grew up in Nova Friburgo, a mountain town in the state of Rio founded by Swiss and German settlers. It has a character completely unlike the Brazil most people picture. I now live in Florham Park, N.J. ### How you first got interested in health. I spent 20 years in consumer advertising before health was ever on my radar. Moving to the U.S. and finding myself surrounded by healthcare agencies changed that. About a decade ago, I started noticing colleagues doing incredible work in the pharma space. That work caught my attention before the category did, and I began to dig deeper and got more interested. ### One of your favorite projects you’ve ever worked on. [“In Transit.”](https://www.instagram.com/reels/DJrTdEyJkDq/) What a great experience to partner with one of the most familiar voices in New York City—the [woman](https://en.wikipedia.org/wiki/Bernie_Wagenblast) who had been guiding subway riders for decades—and let her reintroduce herself on her own terms, through the same system that had carried her voice as a man for years. Working on it was one of the most meaningful learning experiences of my career, personally and professionally. ### A recent project you’re proud of. “Silent InHERitance,” a campaign for the [National Ovarian Cancer Coalition](https://ovarian.org/about-nocc/?utm_term=ovarian%20cancer&utm_campaign=NOCC+General&utm_source=adwords&utm_medium=ppc&hsa_acc=9835623983&hsa_cam=14865961348&hsa_grp=129486146553&hsa_ad=550122114619&hsa_src=g&hsa_tgt=kwd-11505376&hsa_kw=ovarian%20cancer&hsa_mt=b&hsa_net=adwords&hsa_ver=3&gad_source=1&gad_campaignid=14865961348&gbraid=0AAAAADtXbuAJUGlUTBojxkZQVsUzc984_&gclid=Cj0KCQjwz9_QBhD_ARIsADnSCfC8x0SYWejGoAyuRqJNgioybRfKLAYnoM4sOVz8T9B5zeBPauTv0AAaArJdEALw_wcB). The work explores how silence around ovarian cancer is inherited alongside the genetic mutations that cause it. The campaign is as beautiful as it is painful and necessary. I’m proud of the people who made it: a team of women and men, on both the agency and client sides, many of whom came to this work with something personal at stake. Play ### One thing about how health is evolving that you’re excited about. Since the pandemic, healthcare has moved to the center of culture. The channels, the language, audiences’ willingness to engage—it feels like decades compressed into a few years. What excites me most isn’t the pace. It’s the fact that healthcare and evolution are inseparable. Innovation in this space can’t be seen as a differentiator—because it’s the baseline. Yes, it’s a high standard, but one that communication must meet, nevertheless. ### Someone else’s work, in health or beyond, that you admired lately. [“The Missing Word.”](https://www.instagram.com/p/DW6gqDnDuW3/) We know that healing starts with a diagnosis, with being able to name what you have. There’s something deeply therapeutic about that act. Applying it to a grief this bottomless feels like exactly the kind of thing advertising should do more. ### A book, movie, TV show, or podcast you recently found inspiring. I just started reading [*Skybound*](https://bookshop.org/p/books/skybound-lou-iovino/8cb9e2811a6bdb01) by [Lou Iovino](https://louiovino.com/about/) and I’m hooked. (Thanks, Allison!) Fun fact: Lou works at [Digitas Health](https://en.wikipedia.org/wiki/Digitas_Health), which is one of the reasons I love the place. I get to spend my days around fascinating people. And one of them will definitely give me their autograph the next time I meet him in Philly. ### A visual artist or band/musician you admire. [The Cure](https://en.wikipedia.org/wiki/The_Cure). I’ve been listening to them since my teenage years, and there’s something about a band that soundtracks your adolescence that feels like being with an old friend. Once, traveling through Europe, I stumbled onto one of their shows in a piazza in Rome. That was a crazy night. ### Your main strength as a marketer/creative. Seeing creativity as a leadership tool, not a department. When I was a creative, my sole goal was to make my team’s work better. Now, success means making everyone else’s work more creative, regardless of where they sit in the agency. ### Your biggest weakness. I am really, really bad at networking, especially online. Not performative bad. Actually bad. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:emily.seal@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Advertising, Health and Wellness **Tags:** Digitas Health **Sections:** Community Voices --- ### [Sid Lee's Johan Vakidis on Creating the First LED Basketball Court with Nike](https://musebyclios.com/2-minutes-with/sid-lees-johan-vakidis-of-on-creating-the-first-led-basketball-court-with-nike/) **Published:** June 5, 2026 **Author:** Shahnaz Mahmud **Content:** [Johan](https://www.linkedin.com/in/johanvakidis/) is chief creative officer and president, North America, of Sid Lee. With over two decades of experience in Asia, Johan has built an award-winning career across advertising, marketing, gaming and entertainment, blending technological innovation with storytelling. He has held leadership roles at Ogilvy Shanghai, established AKQA in China, launched R/GA in China and Japan, and spearheaded digital transformation at Disney. Over the course of his career, Johan has worked with such brands as Electronic Arts Battlefield 6, Nestlé, Samsung, Nike, Coca-Cola, Mercedes-Benz, and Tim Hortons. We spent two minutes with Johan to learn more about his background, his creative inspirations and recent work he’s admired. Johan, tell us … ### Where you grew up, and where you live now. I grew up in Montreal, until I was 21, then moved to China for an exhilarating work and life adventure. I returned to Canada at the age of 42 and am now based in Montreal again, though I travel frequently for work. ### How you first realized you were creative. I drew a lot as a kid and enjoyed building things. The defining moment came when I got my first PC, a Pentium 286. The first thing I did was experiment with design and typographic placement. My first creation was a New Year’s dinner menu for a local restaurant I often went to with my parents. ### Your most important creative inspirations, and some recent stuff you love. I’ve always been drawn to designing around data – infographics or anything that visualizes information in unique and interesting ways. Lately, I’ve been inspired by visualizing bird chirps using lines, pops, and pixels. I [found an artist on Instagram ](https://www.instagram.com/reels/DTXaDjmk75y/)that draws lines and visual pops around nature sounds, and the ones that really connected with me featured birds in the rain. ### One of your favorite creative projects you’ve ever worked on. [“Rise” for Nike](https://shotopop.com/nike-rise). I worked on it in 2012-13 while at [AKQA](https://www.akqa.com/). It was the world’s first LED basketball court, which not only helped players get better at their game, but the evolution of the project became an amazing training tool for drills and techniques. ### A recent project you’re proud of. [“Destruction Receipts”](https://lbbonline.com/news/Battlefield-6-Transforms-Mayhem-Into-Shareable-Receipts) for [Electronic Arts](https://en.wikipedia.org/wiki/Electronic_Arts). It leveraged AI to tell a story that wouldn’t have been possible otherwise. But just as importantly, it relied on strong human input to make it meaningful. ### Someone else’s work you admired lately. I recently came across a long-form film, which doubles as a website and sales kit piece for The James, a luxurious mid-rise rental building in Toronto’s Rosedale neighborhood. The storytelling single-image animation technique is simply beautiful and so well done; it’s honest and truly convincing. Play ### Your main strength as a creative person. My ability to break down complex ideas and turn them into clear processes and flows. ### A mentor who helped you navigate the industry. [Rei Inamoto](https://www.linkedin.com/in/reiinamoto/) taught me a lot. He constantly reminded me of the power of simplification, something that is integral to how I work today. ### What you’d be doing if you weren’t in advertising. Carpenter or a mechanic. As a child I was taught to make things: toys, games, decorations—so that’s the carpenter side. My side passion has always been cars. And if there is one thing I’m learning every day, it’s how to work on them. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:daveg@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Advertising **Tags:** Sid Lee **Sections:** Community Voices, Entertainment --- ### [Mark Shin of Mfused on the Mainstream Evolution of Cannabis](https://musebyclios.com/2-minutes-with/mark-shin-of-mfused-on-the-mainstream-evolution-of-cannabis/) **Published:** June 6, 2026 **Author:** Shahnaz Mahmud **Content:** [Mark ](https://www.linkedin.com/in/mark-s-04b01645/)is senior vice president of marketing at Mfused. He focuses on brand growth, strategic partnerships, product positioning and cultural marketing initiatives as the company expands across regulated cannabis markets. With 20 years of experience, Mark has built and supported global initiatives across a range of industries. Prior to joining Mfused, he held roles at PAX Labs, ASTRO Gaming, Adidas, Belkin, Monster and New Era. We spent two minutes with Mark to learn more about his background, his creative inspirations and recent work he’s admired. Mark, tell us … ### Where did you grow up and where do you live now? I grew up in Seattle, and over the years I’ve had the opportunity to live and work in different places around the world. Today, I split my time between New York, Arizona and Washington, which gives me a unique perspective on different markets, cultures and consumer behaviors. ### How you first got interested in cannabis. My first experience with cannabis was in my late teens. Later, as state legalization expanded, I became increasingly interested in the business side of the industry. What drew me in most was the opportunity to help shape an emerging category. ### A recent project you’re proud of. I’m proud of the overall growth of [Mfused ](https://www.mfused.com/)over the last two years, including the launch of the [Super Fog](https://www.mfused.com/super-fog) brand. I originally worked with the company as a consultant during the early stages of brand development, and later joined as SVP of marketing once the brand was ready to launch. Watching a small group build a brand from the ground up and seeing it become a leader across multiple markets has been incredibly rewarding. ### The biggest challenge cannabis marketers face today, and how to approach it. Navigating how different compliance rules and regulations are from state to state, especially because those rules continue to evolve rapidly. What is acceptable in one market may not be allowed in another, which requires marketers to stay highly adaptable and detail-oriented. The way to approach this is through strong collaboration between marketing, legal, compliance and leadership teams. At the same time, the industry is still in its early stages, which creates a tremendous opportunity for brands to stand out through thoughtful storytelling, product innovation and cultural relevance. ### One thing about how the cannabis industry is evolving that you’re excited about. The continued mainstream evolution of cannabis and the opportunities that it creates. As legalization and rescheduling discussions progress, cannabis is becoming more culturally accepted and commercially sophisticated. I often compare it to the evolution of streetwear, which started as a niche subculture before becoming mainstream and eventually entering the luxury space. I see a similar path for cannabis. Just as alcohol has brands that range from accessible everyday products to premium offerings, I believe cannabis will continue developing in the same way. ### Your main strength as a marketer/creative. Understanding consumers and identifying what is culturally relevant to them. I focus heavily on creating emotional connections between people and products so the brand feels personal and meaningful rather than simply becoming another commodity. I believe strong branding happens when great products, storytelling, culture and customer experience all work together. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:daveg@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Advertising, Cannabis **Tags:** Mfused **Sections:** Community Voices --- ### [McDonald's World Cup Runneth Over, Tops Our 5 Ads of the Week](https://musebyclios.com/advertising/mcdonalds-world-cup-runneth-over-tops-our-5-ads-of-the-week/) **Published:** June 4, 2026 **Author:** David Gianatasio **Content:** ### Bestie: Soccer Royalty Visits McDonald’s for FIFA Collectible Cups Thierry Henry, Ronaldinho, Beckham and more icons head to McD’s for collectible cups displaying their faces. Grimace and Ronald are also on hand in W+K’s fab take on fandom ahead of the World Cup. [Read More](https://musebyclios.com/sports/soccer-royalty-visits-mcdonalds-for-fifa-collectible-cups/) **And in no particular order…** ### ESPN Stars Get Animated for Disney’s ‘Toy Story 5’ The network’s commentators morph into action figures and hang with Buzz Lightyear and Woody for this madcap movie tie-in. The frenzied toy version of Eli Manning deserves its own highlight reel. [Read More](https://musebyclios.com/sports/espn-stars-get-animated-for-disneys-toy-story-5/) ### Jason Momoa Loves to Play for Lego A bunch of blockheads—by which we mean animated characters made of Legos—help the Hollywood A-lister hype the power of play. Ultimately though, it’s all about hungry dinosaurs. From Our Lego Agency and Chaos x Magic. [Read More](https://musebyclios.com/film-tv/jason-momoa-loves-to-play-for-lego/) ### Liquid Death Depicts Parenting as an MMA Battle Muscled dudes with MMA skills wear diapers and baby bonnets as they battle mommy and daddy in this loopy send-up of combat sports. [Read More](https://musebyclios.com/advertising/liquid-death-depicts-parenting-as-an-mma-battle/) ### Let’s Watch Antiquated Banking Crumble and Fall Like It’s Doomsday As if banks weren’t miserable enough, this place is disintegrating in plumes of plaster and glass all around its customers. Apocalyptic hijinks from Wealthsimple and director Martin de Thurah. [Read More](https://musebyclios.com/advertising/lets-watch-antiquated-banking-crumble-and-fall-like-its-doomsday/) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Disney+, ESPN, Lego, Liquid Death, McDonald's, Wealthsimple **Sections:** Entertainment, Trending --- ### [Why Honesty Became the Most Disruptive Idea in Women's Health Advertising](https://musebyclios.com/musings/why-honesty-became-the-most-disruptive-idea-in-womens-health-advertising/) **Published:** June 8, 2026 **Author:** David Gianatasio **Content:** Treatments for women’s health have existed for thousands of years, dating back to Ancient Egypt. Modern, science-based advances accelerated in the 20th century, especially during the 1960s and ’70s. However, women weren’t required to be included in U.S. clinical research until 1993. This meant many health advertisements were based on research that excluded the very people they aimed to treat. The result? Sanitized, euphemistic and emotionally flat creative. Period blood was blue. “Down there” emerged as code for the vulva/vagina. And even women in extreme pain were shown smiling in commercials. So, how exactly did one of the most human categories become one of the least honest? I recently read *Women of a Promiscuous Nature* by Donna Everhart, a historical novel based on the “American Plan.” Until 1945, this provision allowed authorities to detain and imprison women—often without due process—under the guise of protecting soldiers (i.e. men) from venereal disease. Women could be targeted simply for being unmarried, then subjected to hard labor, medical experimentation and humiliation in the name of “reform.” While the book is a powerful read, what struck me most is what it reveals: our systems were built to control and conceal the female body, shaped by shame, cultural discomfort and male-dominated norms around modesty and invisibility. Women were taught to hide their truth—or face consequences. It doesn’t take a leap of faith to see that women’s health wasn’t designed to express the truth, but contain it. That’s why [“Viva La Vulva”](https://www.dandad.org/insights/awards/viva-la-vulva-case-study-insights) by Libresse, launched in 2018, felt like a breakthrough. It didn’t just stand out, it shifted the conversation. Suddenly, women were saying “vulva” out loud and realizing how little we actually understood about our own anatomy. A year later, Dame Products, a female-founded sexual wellness company, [sued the MTA](https://gothamist.com/news/sex-toy-company-dame-ads-subway-lawsuit-mta) for rejecting its subway ads, arguing the policy was discriminatory and unconstitutional. When the case settled in 2021, Dame was allowed to run a softened version of the campaign. Both moments were celebrated as “disruptive.” But that raises a bigger question: In a category rooted in real human experience, why is honesty still considered disruption, when it should be the standard? As women, we felt the shift. I remember Cannes Lions 2023 Health & Wellness Jury President Mel Routhier on the Palais stage, joking with the audience that the category should have been renamed “Sexual Health,” given the volume of entries dealing with such issues that year. It was a signal: Women were finally being seen, and brands were leaning into more honest, shared experiences. But that visibility also exposed the system. Conversations around censorship, platform bias and double standards in male vs. female health came to the surface. Suddenly, honesty didn’t feel refreshing; it felt radical. As Dr. Rachel Rubin, a urologist and sexual medicine specialist, has said, showing vulvas, clitorises, pain and sex shouldn’t be controversial—it’s basic care. The fact that it’s still controversial reveals how normalized it has become to withhold information from women about their own bodies, and patients pay the price. Ads featuring women’s health topics are still being rejected. Dr. Rubin and others have reported that women are still hesitant to speak honestly with their doctors. Platforms still censor. And as AI grows, those biases may become even more entrenched. As an industry, we strive for more “honest” work. I mean, what brief hasn’t used the word “authentic” a dozen times? Yet we continue operating within systems that resist it. This isn’t just a creative problem. Advertising veteran and activist [Cindy Gallop](https://www.eu-startups.com/2020/11/were-spearheading-the-social-sex-revolution-the-revolutionary-part-is-not-the-sex-but-the-social-interview-with-cindy-gallop-ceo-founder-of-makelovenotporn/) has spent years fighting to fund MakeLoveNotPorn, proving how difficult it is to sustain platforms built on unfiltered truth. She says, “The revolutionary part isn’t the sex, it’s the social.” Sex isn’t disruptive; open conversation is. And when truth feels disruptive, it says far more about the system than the message. As an industry that celebrated “Viva La Vulva” as “brave” eight years ago—and there have been several “good” women’s health campaigns since—we have to ask: Are we pushing hard enough? It’s time to stop romanticizing truth and start recognizing it for what it is—essential. That means redefining what “great” looks like. Cannes Lions added humor categories in 2024 to reward connection and emotion—so why not reward truth? Work grounded in lived experience, medically accurate language, unfiltered representation and patient-authored narratives. We don’t have to look far for proof. Hit Netflix show *Sex Education* drew [over 40 million viewers](https://www.hollywoodreporter.com/tv/tv-news/netflixs-you-track-40-million-viewers-1177025/) in its first season by embedding medically accurate conversations—about consent, pleasure, pain and identity—into human stories, not lectures. And in the Netherlands, where sex education starts early, [96 percent](https://rutgers.international/news/from-sexting-to-condom-use-dutch-attitudes-on-sexual-health/) of young people say consent and respect are non-negotiable. The pattern is undeniable. The more a culture normalizes honest conversations about sexual health, the better the outcomes for women. People don’t suffer from too much honesty; they suffer from the absence of it. Truth doesn’t create risk. Silence does. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings **Tags:** Klick Health **Sections:** Community Voices, Lifestyle --- ### [Why Paramount's 'Scary Movie' Is the New 'Barbie'](https://musebyclios.com/musings/why-scary-movie-is-the-new-barbie/) **Published:** June 4, 2026 **Author:** Luz Corona **Content:** Twenty-six years after a man famously occupied [a transparent block](https://davidblaine.com/frozen-in-time/) in Times Square, June 2026 saw a strikingly similar—though significantly hotter—stunt. While the direct influence of David Blaine remains unconfirmed, the *Scary Movie* marketing team has clearly mastered the art of trend-hopping. Between [viral horror parodies](https://www.tiktok.com/@scarymovie/video/7646457547041279246?is_from_webapp=1&sender_device=pc) and appearances alongside Premier League champions in London, the film has become impossible to ignore. The marketing campaign for *Scary Movie* has done something few films have achieved in recent years: it has become a cultural event before release. Through a combination of experiential stunts, influencer amplification and opportunistic timing, Paramount may have created the most effective physical marketing campaign since *Barbie*. So, what has the *Scary Movie* marketing team done differently? The short answer is multi-channel marketing and perfect timing. The [cast of the film arrived](https://www.instagram.com/p/DY0SYNtipyi/?img_index=1) in London in subtle style last week. It has been two decades since the last *Scary Movie* release and 22 years since Arsenal FC last won the Premier League. With the team’s victory parade happening on Sunday, the marketing team identified a clear link between two similar groups of people, waiting 20+ years for two different moments. > > [View this post on Instagram](https://www.instagram.com/p/DZAqdYnijQL/?utm_source=ig_embed&utm_campaign=loading)[A post shared by Paramount Pictures UK (@paramountuk)](https://www.instagram.com/p/DZAqdYnijQL/?utm_source=ig_embed&utm_campaign=loading) [Over 1 million people](https://www.standard.co.uk/sport/football/arsenal-trophy-parade-attendance-confirmed-islington-council-b1284392.html) took to the streets of North London to celebrate. With the contributions from [local influencers in London](https://www.instagram.com/reels/DZASz0zMaZg/), this is one of the most perfect ambush marketing campaigns seen in recent years considering the potential for U.K. consumers, international football fans and beyond to see it. Across the Atlantic, we saw the influencer marketing kick off with a [huge film premiere](https://www.gettyimages.co.uk/editorial-images/entertainment/event/scary-movie---young-hollywood-event/776500820?editorialproducts=all) attended by Lizzo and Sexyy Red, highlighting the significance of having confirmed influencers at experiential marketing events. The artists also synced up on a new song on the *Scary Movie* soundtrack. This level of talent reaches far beyond the arms of Paramount’s social media audience, and may be the key reason why *Scary Movie* has over 1 million followers across their accounts. But the absolute icing on the cake, for most of us, was the Times Square hotbox. A Gen Z bedroom setup and dozens of people in Ghostface masks screaming “WAZZUUPPP!,” the infamous quote from the franchise, with NYC’s own Wayans brothers and Anna Faris. The trio form the spearheads of *Scary Movie* (and cinema) showing up for the crowds. ([Read the inside story of the hotbox here.](https://musebyclios.com/film-tv/scary-movie-gets-a-hotbox-in-times-square-in-experiential-campaign/)) > [View this post on Instagram](https://www.instagram.com/reel/DZGjw17vzVX/?utm_source=ig_embed&utm_campaign=loading)[A post shared by Scary Movie (@scarymovie)](https://www.instagram.com/reel/DZGjw17vzVX/?utm_source=ig_embed&utm_campaign=loading) The team placed the campaign in one of the happiest cities right now following the Knicks Eastern Conference victory. If we crunch the numbers, it can cost a fairly large sum to [advertise in Times Square](https://altterrain.com/how-much-does-experiential-marketing-cost-copy/). But over 220k people [walk the Square](https://www.timessquarenyc.org/business-community/market-research-data) each day and, without a trending moment, a video averages a [view rate of around 10 percen](https://www.shortimize.com/blog/what-is-a-good-view-rate-for-tiktok) of your followers. While follower counts can vary depending on the account type, a few peak hours of footfall at Times Square can result in a completely unprecedented number of views even with low follower counts and view rates. That limitless ceiling is why, on top of conventional marketing efforts for films, *Scary Movie* has created and built upon the grasp it has had on pop culture for years. Many have covered [the history of *Scary Movie*](https://ew.com/movies/2017/10/26/scary-movie-oral-history/), but with many sequels and remakes [being criticized](https://medium.com/mostly-film-photography/the-collapose-of-hollywood-how-remakes-are-killing-cinema-c56d96a93900) for killing cinema, it has been a breath of fresh air to feel and see the presence of creators and producers. But what does it mean for the bottom line? These marketing efforts have the potential to bolster an already respectable estimated [Opening Weekend Gross of $49 million](https://www.imdb.com/list/ls597801734/), with a budget of $40 million. Obsession, which has amazed moviegoers, has beaten its opening weekend projections by a respectable percentage without the marketing efforts *Scary Movie* displayed over the past week. Come Monday, we may see another unprecedented Opening Weekend margin from *Scary Movie*. A perfect blend of trend identification, brand identity, ambush tactics and quite simply, positive energy, may have built the best cinematic campaign of the year. The marketing budget may have been modestly high for *Scary Movie*, but the marketing strategy itself was made by professionals and it has taught us all what perfect execution means to a campaign. If we do see an upwards shift in Box Office sales, the team will have successfully influenced their audience to get a cinema visit into their plans for the forthcoming week. ![author avatar](https://secure.gravatar.com/avatar/6b6bfb2f77a71b59d600c283859735f5d62b2631c0b7c29a530b306cb0abde04?s=300&d=mm&r=g) Luz Corona [See Full Bio](https://musebyclios.com/author/luzcorona/) [ ](https://musebyclios.com/author/luzcorona/) **Categories:** Musings **Tags:** Paramount Pictures **Sections:** Community Voices, Entertainment --- ### [Let's Watch Antiquated Banking Crumble and Fall Like It's Doomsday](https://musebyclios.com/advertising/lets-watch-antiquated-banking-crumble-and-fall-like-its-doomsday/) **Published:** June 1, 2026 **Author:** David Gianatasio **Content:** Who’d keep writing checks and entering PINs with their financial institution crumbling, apocalypse-style, all around them? The folks in Wealthsimple’s latest spot from Epoch Films director [Martin de Thurah](https://www.baconproduction.com/director/martin-de-thurah), that’s who. Titled “It’s Over,” the absurdist :60 breaks—and we do mean *breaks*—today. It’s designed to boost the brand’s online products as services as an alternative to the bank-pocalypse. “This is a story about a failing system finally falling over,” says de Thurah. “We’re drawn to things that are new and different, but are perhaps also a bit afraid of them.” In the film, we learn that the opposite of change may be … cataclysm. No lower interest rate is worth that. (Certainly not 0.05 percent. If they throw in a calendar, then we’ll talk.) “There are a lot of things we put up with because we’re used to them. Even if they’re broken and ancient and expensive and kind of bonkers. Banking is a lot like that,” says Wealthsimple content chief Devin Friedman. “That’s what we wanted to show: Our comical ability to carry on even as the system collapses under the weight of its own crappiness.” ![Woman stands in a destroyed office with a collapsed ceiling and rubble, city street visible outside, Wealthsimple logo overlaid.”](https://cdn.musebyclios.com/wp-content/uploads/2026/06/01120424/WEALTH.jpg)“Wealthsimple’s products solve all sorts of problems—banks that charge you for keeping money in your own checking account, pathetic interest rates, rigidity, slowness—that define an industry that hasn’t been challenged in a century,” Friedman says. Creative studio and directors collective [Flair ](https://www.instagram.com/flairstudio.fr/?hl=en)helped in pre- and post production, informing the approach of Blacksmith VFX. Ultimately, the finished work combines in-camera effects with digital imagery. “This combination is, or at least it should be, visibly seamless,” says Wealthsimple executive producer Greg Tharp. “The scale of the collapsing bank is an essential contribution from Flair and AI. The amount of destruction would have been unaffordable and taken a lot longer to accomplish either practically or with CGI.” It’s all tongue in cheek, yielding enough memorable frames to fill a dozen ads. Each broken beam and shattered ceiling vividly drives home the message that clinging to outmoded ways could spell disaster. **CREDITS** Production Company: Epoch Films Director: Martin de Thurah AI Collaborators: Flair Principals: Bjarke Underbjerg & Jeppe Lange Designer: Ditte Ludvigsen Producer: Michaela Johnson Exec Producer: Melissa Culligan Production Service Company: Solent Film (Sofia, Bulgaria) Editorial: MakeMake Editor: Peter Brandt Producer: Niaomi McGarell Exec Producer: Eve Kornblum Visual Effects/Colour/Conform: Blacksmith Conform Artist: Iwan Zwarts Producer: Lily Sarokin Executive Producer: Nicole Saccardi Sound Design and Audio Mix: Ballad Engineers: Gregers Maersh Moeller & Adrian Aurelius Music Supervision: WeAreWalker Producer: Dottie Scharr ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Epoch Films, Martin de Thurah, Wealthsimple **Sections:** Trending --- ### [How Design Engineer Harshal Ambekar Turns Ideas Into Reality](https://musebyclios.com/2-minutes-with/how-design-engineer-harshal-ambekar-turns-ideas-into-reality/) **Published:** June 5, 2026 **Author:** Shahnaz Mahmud **Content:** [Harshal](https://www.linkedin.com/in/harshal-ambekar/) is a product design engineer with a focus on bringing complex hardware to market at scale. Drawing on a global background spanning India, Italy and the U.S., his work includes consumer products and EV charging infrastructure now deployed in 30+ states, with an emphasis on manufacturability, cost optimization and cross-functional execution. We spent two minutes with Harshal to learn more about his background, his creative inspirations and recent work he’s admired. Harshal, tell us … ### Where you grew up, and where you live now. I grew up in Mumbai, completed my design training in Milan and now live in Delaware. This combination of high-volume manufacturing culture, European design sensibility and the demands of real-world execution shapes how I approach every project. ### How you first realized you were creative. As a kid, I was the one taking things apart, because I was more interested in how something worked than imagining what it could become. This changed when I had to build something real for the first time—not sketch it, not pitch it, but build it. Suddenly, the idea became the easy part. The hard part was the material that would not behave, the cost that did not fit and the timeline that left no room for elegance. And somewhere in the middle of solving all that, I realized I was being creative. Not despite the constraints, but because of them. ### A book, movie, TV show, or podcast you recently found inspiring. [*The Hard Thing About Hard Things* ](https://a16z.com/books/the-hard-thing-about-hard-things/)by [Ben Horowitz](https://en.wikipedia.org/wiki/Ben_Horowitz). It cuts through the polished narrative around building companies and speaks honestly to what the experience actually feels like: uncertain, messy and high-stakes. That mirrors product development. ### A recent project you’re proud of. I led the mechanical design and DFM (design for manufacturing) strategy for an [EV charging hardware system](https://lynkwell.com/wp-content/uploads/2025/01/E-LW101-AC48-SS-121224-D.pdf) that progressed from concept to deployment across more than 30 states. The result is not a prototype. It generates revenue and performs in the field. ### Your main strength as a creative person. I make ideas real. I move from concept to production without losing the original intent. Where others hand off between design and engineering, I stay in both, keeping the vision intact while making it buildable. ### Your biggest weakness. I have a natural inclination toward precision that can sometimes exceed what a given timeline demands. Over time, I have developed a clearer sense of when shipping a well-executed solution matters more than continuing to refine it. ### What you would be doing if you weren’t working in design. I would still be making things, most likely combining photography and 3D printing to create and document physical objects. A different medium, but the same underlying instinct: build things that exist in the real world. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:daveg@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Design **Tags:** Harshal Ambekar **Sections:** Community Voices --- ### [ESPN Stars Get Animated for Disney's 'Toy Story 5'](https://musebyclios.com/sports/espn-stars-get-animated-for-disneys-toy-story-5/) **Published:** June 3, 2026 **Author:** David Gianatasio **Content:** Eli Manning just works better for me as an action figure, OK? A frantic, doll-sized version of the dude upstages Buzz Lightyear himself in an ESPN spot saluting Disney’s *Toy Story 5*. And Eli’s joined by a bunch of similarly transformed personalities from the Disney-owned network. These include his brother Peyton Manning, Joe Buck, Troy Aikman, Lisa Salters, Pat McAfee, Adam Schefter, Randy Moss and Jason Kelce. Also on hand: Laura Rutledge and Marcus Spears, in flesh-and-blood form. ESPN Creative Studios collaborated with ArtClass directors Vincent Peone and Ryan Ebner on the ad. “The real challenge wasn’t the craft,” Carrie Brzezinski-Hsu, head of Disney creative execution, tells Muse. “It was orchestrating seamless handoffs across multiple studios and functions under a compressed timeline.” “The audience is casual and avid NFL fans alike, as well as fans of Disney. Our message to them is an invitation to join us as we get ready to go to Super Bowl LXI and create excitement, with this being our first-ever Super Bowl.” Breaking on Game 1 of the NBA Finals, the :60 slots into ESPN’s “We’re Going” campaign, a year-long Big Game celebration. “It allows us to build momentum, create emotional connection,” Brzezinski-Hsu. McDonald’s employs a [similar strategy](https://musebyclios.com/sports/soccer-royalty-visits-mcdonalds-for-fifa-collectible-cups/) around the FIFA World Cup, leveraging pop culture and nostalgia for maximum impact. “We’re Going” initiative will generate more content through SBLXI on February 14, 2027 at SoFi Stadium in Inglewood, Calif. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Sports **Tags:** ESPN, Super Bowl, Toy Story **Sections:** Entertainment, Trending --- ### [Inside the Clios' New Podcast, 'Best Brands on Earth'](https://musebyclios.com/clio-awards/inside-the-clios-new-podcast-best-brands-on-earth/) **Published:** June 3, 2026 **Author:** Luz Corona **Content:** ![](https://cdn.musebyclios.com/wp-content/uploads/2026/06/03130359/POD-2.jpg)He’s a longtime industry insider. She’s a journalist turned actress. Together, Matt Kerbel and Hayley Clover make up the witty duo behind the mics of *Best Brands on Earth*, a new podcast venture from the Clios and Open Fortune. From the heritage brands making a comeback to globally renowned creators who have inspired a movement, *Best Brands on Earth* will go behind the scenes with the brands that have shaped culture and earned lasting relevance. Kerbel, a marketing veteran with nearly 20 years of experience in leadership and advisory roles at companies like Lyft, Homie and Turo, will co-host the podcast with Clover. She’s a multi-talented journalist and actress who has appeared in popular campaigns for brands such as Hatch and Chewy. Clios sat down with the hosts to discuss lived experiences, dream guests (aka Rihanna) and what listeners can expect. *The following has been edited for length and clarity.* **Clios: What should *Best Brands on Earth* listeners know about you?** **Kerbel:** A lot of shows typically have a subject matter expert who’s seeking to interview other subject matter experts. As Hayley and I have gotten to know each other, \[we’ve realized that\] we come from actually quite different backgrounds. As a result of that, we’ve been able to talk about a lot of the things that she’s seen from her perspective, as well as mine \[as\] the contrarian looking to challenge things. The power of having two people come together from different angles and backgrounds will just make for a better show, good debate and substantive conversation. **Clover:** I’m from Buffalo. That does come with an extreme loyalty and fandom of Buffalo sports: Buffalo Bills, the Buffalo Sabres. People that know me know me to be pretty sarcastic and goofy. I like to be weird, sit around and banter with friends about weird s\*\*\*, come up with scenarios for SNL and all sorts of random things. Like Matt said, I’m a journalist by trade. I worked in local news for a bit. Hated it. It was totally not my thing. I also quickly realized that the news is depressing. But I was always enamored with the red carpet. I moved to L.A. thinking that I would be the next *E! News* correspondent and interview celebrities. I did a lot of red carpet correspondence through different digital channels and then quickly realized that, while those interviews and conversations were super interesting, I was really jealous of the projects that I was talking to people about. I started taking acting classes and found the challenge to be immense but so enjoyable. I would challenge anybody to take an improv class. It’s the most nerve-wracking thing alive, but you can really learn from it. **Hayley, it sounds like improv was really a catalyst for you. How did it change your perspective?** Clover: In commercial auditions, they want you to do five different things. \[In\] one, they were having me in the kitchen talking to my kids about their school day and acting out the scene; but there’s no script. So you’re coming up and creating this whole world. Improv helped \[my performance anxiety\] a bit, though, because you really have to let go and not give a s\*\*\* what people think about you. A lot of my adaptability and being able to take on new challenges and things like that came from taking improv. **Matt, you mentioned your kids \[earlier\]. How has becoming a father impacted your perspective?** **Kerbel:** The only constant is chaos and change. Every year is just different and a beautiful mess. I lost my father suddenly when I was 21, about 20 years ago. And he was not around for me getting married and having kids of my own. And so, becoming a dad really hit me hard. I certainly have a fond appreciation for just anything to do with connecting with people and trying to sort of “carpe diem.” That’s why I love to travel. That’s why I love to be a dad. Our oldest \[son\], James, who’s nine and a half, has been to Ireland, Morocco, Italy, Hawaii, Mexico, Canada and all these different places. I call it “James Vision,” because I am so obsessed with what he gets to see at his age. I’m insatiably curious. **Who can we expect from the *Best Brands on Earth* podcast?** **Kerbel:** The word “brand” doesn’t have to be beholden to a company. A brand can be a person, a group of people. Essentially, a brand is an idea that exists to unite people. It exists to evoke emotion. It exists to make it easier for people’s memory structures to recall that thing. We want to get as full a picture as we can of these brands through the lens of, What can people learn? How can this be different? We certainly don’t need to create another marketing show by marketers for marketers. There are plenty of those and many of them are great. But that’s not really what we’re seeking to do. **Why are the Clios a strong partner for content about the best brands?** **Clover:** The Clios have been constantly searching for brands and creators who have made a real cultural impact for almost 70 years! They have the experience to know who the real change makers are. They haven’t just searched for these brands; they’ve made it a point to recognize and celebrate them, which feels like the exact type of partner we want for this new venture. **Hayley, you’ve been in some ads yourself. Was there ever a time you were on set and you could feel what the brand felt like and \[the messaging\] clicked?** **Clover:** For a couple different reasons, Chewy was always a brand that felt like it had a strong brand voice. Play ‘Color Your World’ | ChewyThey knew who they were. They actually have their own production studio at their headquarters in Florida because they wanted to be able to have full control over exactly what they were creating. And so, it did feel like they all were very close \[on set\]. They’re using the same production folks all the time. They all knew exactly what they wanted to achieve. And there were like 8,000 puppies running around, which also helps. **We’re currently in this “era” of podcasts. Where do you look for inspiration when it comes to podcasting?** **Kerbel:** I’ve always been a big fan of *How I Built This with Guy Raz*. On one hand, \[he is\] well researched and on the other hand he is really empathetic. I also love the banter of the *Smartless* guys (Jason Bateman, Will Arnett and Sean Hayes) and how self-deprecating they are. **Clover:** The best interviews are by people who are really good listeners. That podcast is hysterical, though, because they don’t listen at all. They talk over each other non-stop. They don’t give a s\*\*\* if the guest is even talking. But it’s their personalities and it makes it so funny. My choice lately is *Good Hang with Amy Poehler*. She’s a good mix of having that comedic relief and the guests that she has on are already, of course, impressive and incredible. Most of them are extremely famous. But she asks really great questions. I like the concept of having a friend of the guest to ask random questions in the beginning. And then, she’s a very good listener while still being able to infuse that comedy and perfect timing. **Lastly, who are your dream guests? This is your chance to put it out there in the universe.** **Clover:** From a celebrity standpoint, someone who has created an incredible brand for themselves \[is\] Rihanna. I would love to have her on to talk about literally every venture that she’s part of. It’s really cool how she’s been able to turn her singing career into an acting career into being a beauty and fashion mogul. She’s such a badass. **Kerbel:** There are some really fascinating brands out there. There are the expected ones: The Gap comeback, The New Balance turnaround, those types of things. But there’s so many incredible, new brands that are taking a very sort of like different tact. I love the guys over at Vacation. The \[brands\] we want to have on the show are only the ones that are really trying to reinvent themselves and do different things. \[The brands\] that have a really solid place in culture today and tomorrow, not just yesterday. \[Also\] I second Rihanna. *The first season of Best Brands on Earth will launch on July . New episodes will drop Tuesdays on Apple Podcasts, Spotify and YouTube. Check back on Muse by Clios for the latest news and follow BBOE on [TikTok](https://www.tiktok.com/@bestbrandsonearth), [Instagram](https://www.instagram.com/bestbrandsonearth/), [LinkedIn](https://www.linkedin.com/company/bboe/) and YouTube.* ![author avatar](https://secure.gravatar.com/avatar/6b6bfb2f77a71b59d600c283859735f5d62b2631c0b7c29a530b306cb0abde04?s=300&d=mm&r=g) Luz Corona [See Full Bio](https://musebyclios.com/author/luzcorona/) [ ](https://musebyclios.com/author/luzcorona/) **Categories:** Clio Awards **Tags:** Podcasts **Sections:** Entertainment, The Clios --- ### ['Scary Movie' Gets a Hotbox in Times Square](https://musebyclios.com/film-tv/scary-movie-gets-a-hotbox-in-times-square-in-experiential-campaign/) **Published:** June 4, 2026 **Author:** Shahnaz Mahmud **Content:** When [Paramount Pictures](https://en.wikipedia.org/wiki/Paramount_Pictures) sat down with [Pubity Group](https://www.pubitygroup.com/) asking for “unapologetically inappropriate” ideas to promote its latest [*Scary Movie*](https://en.wikipedia.org/wiki/Scary_Movie_(2026_film)), the social publisher believed that it had to push the limits of pop culture parody. The result? [Marlon Wayans](https://en.wikipedia.org/wiki/Marlon_Wayans), [Shawn Wayans](https://en.wikipedia.org/wiki/Shawn_Wayans), [Anna Faris](https://en.wikipedia.org/wiki/Anna_Faris) and [Ghostface](https://scream.fandom.com/wiki/Ghostface_(Scary_Movie)) hotboxing in an enclosed glass case in New York’s Times Square, of course. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/06/04090711/Scary-Movie-6-All-Cast.jpg)“We knew we wanted to parody not just movies, but movie marketing itself.” says Ollie Williams, creative director at Pubity. The stunt is a direct nod to the [Severance Grand Central cube](https://musebyclios.com/film-tv/apple-tv-grand-central-severance-stunt-really-connects/), “a sleek, corporate glass box that felt very on-brand for that show. Once we had that as our reference, the *Scary Movie* version was obvious: if you’re making a glass box for the most irreverent franchise in movie history, it has to be a hotbox. If the Severance cube was cold and dystopian, ours was hot and smokey.” The creative studio team at Pubity worked closely alongside the client and agency partners at Paramount Pictures and [Spark Foundry](https://www.sparkfoundryww.com/) on the campaign. Pubity Group also selected several specialist production partners including [Pollution Studios](https://pollutionstudios.com/), [Reframe The World](https://www.reframetheworld.com/) and [READYSET](https://www.readysetinc.com/), the designers behind the original Severance cube. Pubity and Paramount had crews on the ground to capture content. And invited content creators were on hand to broadcast the moment across social in real-time. Additionally, Pubity ran a creator-led global Wazzup moment, extending the campaign’s reach internationally. The goal was to generate massive earned media and organic reach leading up to the June 5 release. Pubity wanted to prove that a social-first experience can drive cultural conversation at scale. The ad play is also designed to reconnect the original fanbase with the franchise. “The numbers, which continue to grow—900k+ likes, 300k+ shares, tens of millions of views within 24 hours on Pubity Group channels alone, as well as global press coverage—suggest it landed on all three,” says SVP Alex Giacon. Giacon points to this type of campaign as being a marker of where experiential marketing is heading. “The stunt exists to generate content, not the other way around,” he says. “When those two things are properly aligned, the numbers take care of themselves.” As for the hotboxing as the main centerpiece of the stunt? “Simple: without stoners, there is no *Scary Movie*,” adds Williams. ([CLICK HERE](https://musebyclios.com/musings/why-scary-movie-is-the-new-barbie/) to learn more about *Scary Movie’s* massive marketing push.) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/06/04090742/Hot-Box-Ghostface-high.jpg) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** Film and TV **Tags:** Paramount Pictures, Pubity Group, Scary Movie 6 **Sections:** Entertainment, Trending --- ### [Jason Momoa Loves to Play for Lego](https://musebyclios.com/film-tv/jason-momoa-loves-to-play-for-lego/) **Published:** June 3, 2026 **Author:** David Gianatasio **Content:** *“The fewer people that play, the more likely Earth will get pulled apart in a black hole or an evil genius will invent a time machine that brings back dinosaurs to the present. HUNGRY DINOSAURS!”* Thanks for the 411, Jason Momoa! You make a persuasive pitch for the power of play in fresh spots from Lego. Timed to the UN’s [International Day of Play](https://www.un.org/en/observances/international-day-of-play) on June 11, the work positions Lego’s iconic blocks as the prime building materials to set young imaginations free while building analytical skills and character. Momoa—as “The Playmaker”—features in a lighthearted but pointed narrative touting play as the key to unlocking personal creativity and growth. “My mom encouraged me to get outside, use my imagination, build things with my hands, make cool Lego builds, be creative, make music, climb, explore and just be curious about the world,” Momoa says in campaign materials. “That shaped who I am.” “Whether I’m with my kids, making movies or jamming with my band, these simple moments of play keep me creative, grounded and connected to the people I love. Even a few minutes of play can completely shift your day.” Our Lego Agency worked with Chaos x Magic to deliver the message. Momoa’s massively upbeat presence is a huge plus. So are his various Lego co-stars, ranging from prehistoric beasts to a disembodied brain (which hangs out with the Aquaman actor at the beach). Lego based the push on research showing that 28 percent of children are unhappy with how much they play—with more than 20 percent saying the never play at all. More numbers: More than 9 in 10 parents say play builds family bonds, helps kids evaluate the real world and helps youngsters develop skills to thrive later in life, per Lego. Other campaign elements include a Lego vehicle on the move in Australia, a New Zealand treasure hunt and in-store activation worldwide. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Film and TV **Tags:** Jason Momoa, Lego **Sections:** Entertainment, Trending --- ### [Brands Large and Small Show the Knicks Some Love in Run-Up to NBA Finals](https://musebyclios.com/sports/brands-large-and-small-show-the-knicks-some-love-in-run-up-to-the-nba-finals/) **Published:** June 1, 2026 **Author:** Shahnaz Mahmud **Content:** The New York Knicks are making an epic return to the NBA finals after a 27-year drought. They’ll meet the winner of the ongoing Oklahoma City Thunder vs. San Antonio Spurs series. The Knicks pride felt across the city’s five boroughs, and beyond, is palpable. Naturally, brands are showing the NYC hoopsters major love. We rounded up some of this deeply felt affection below—and remember to check back, because we’ll be adding to the tally (like putting more points on the board). **UPDATED: June 2** ### Air Jordan, ‘Knicks’ It’s been [said ](https://sports.yahoo.com/articles/air-jordan-8-knicks-release-200000917.html?guccounter=1&guce_referrer=aHR0cHM6Ly93d3cuZ29vZ2xlLmNvbS8&guce_referrer_sig=AQAAAGDxLO_0bZtDLzh6i7BqiuphMRzNGmrY9b5DV97T_Dr718dV6SegPSsz1XN6t6C-V7BOpj1q_chdQKWpw3sDlSFzLYIz2hLkQsZf_TqLVYtetpLk5kw0vWz1HNwi5TveMxT_9FxnnfX1t4DdSVU0jyhWJ10QD-A-4TdMxYobx5aN)that the OG Air Jordan 8 “Knicks” shoe was created to remind the basketball world of Michael Jordan’s reign—particularly the way he manhandled the Knicks year after year. But, as the team makes it way to the 2026 finals, these sneakers have been referred to as a [“Tribute Pair.”](https://sports.yahoo.com/articles/air-jordan-8-knicks-release-200000917.html?guccounter=1&guce_referrer=aHR0cHM6Ly93d3cuZ29vZ2xlLmNvbS8&guce_referrer_sig=AQAAAGDxLO_0bZtDLzh6i7BqiuphMRzNGmrY9b5DV97T_Dr718dV6SegPSsz1XN6t6C-V7BOpj1q_chdQKWpw3sDlSFzLYIz2hLkQsZf_TqLVYtetpLk5kw0vWz1HNwi5TveMxT_9FxnnfX1t4DdSVU0jyhWJ10QD-A-4TdMxYobx5aN) > [View this post on Instagram](https://www.instagram.com/p/DY2D3ajnL5Q/?utm_source=ig_embed&utm_campaign=loading)[A post shared by Sneaker Freaker (@sneakerfreakermag)](https://www.instagram.com/p/DY2D3ajnL5Q/?utm_source=ig_embed&utm_campaign=loading) ### Pat’s King of Steaks Frank Olivieri, whose family apparently [“invented” the Philly cheesesteak](https://en.wikipedia.org/wiki/Cheesesteak), served up the famous sandwich sporting a Knicks shirt—actually a “Philly Sucks” tee. The N.Y. squad decimated the Philadelphia 76ers in the playoffs. Play Serving up Philly cheesesteaks in a Knicks shirt### Peter Pan Donuts The Brooklyn-based pastry maker sprinkled some of its tasty treats with the team’s signature blue and orange colors. > [View this post on Instagram](https://www.instagram.com/reel/DYzoIVyu7Vs/?utm_source=ig_embed&utm_campaign=loading)[A post shared by Peter Pan Donut & Pastry Shop (@peterpandonut)](https://www.instagram.com/reel/DYzoIVyu7Vs/?utm_source=ig_embed&utm_campaign=loading) ### Dumbo Ice Cream Also in Brooklyn, this frozen-treats joint honors the Knicks with a Mango and Superman shake—signature team colors, of course, topped with orange sprinkles. > [View this post on Instagram](https://www.instagram.com/reel/DXUKNCAgihK/?utm_source=ig_embed&utm_campaign=loading)[A post shared by Dumbo Ice Cream (@dumbo\_ice\_cream)](https://www.instagram.com/reel/DXUKNCAgihK/?utm_source=ig_embed&utm_campaign=loading) ### Marvel Frozen Dairy And speaking of sprinkles, Marvel Frozen Dairy in Queens, N.Y., whipped up a very special ice cream cone to celebrate. > [@marvelfrozendairy](https://www.tiktok.com/@marvelfrozendairy?refer=embed "@marvelfrozendairy") LETS GOOOOO KNICKS!!!! Blue and orange sprinkles available for a limited time… 💙🧡 [\#marvelfrozendairy](https://www.tiktok.com/tag/marvelfrozendairy?refer=embed "marvelfrozendairy") [\#knicks](https://www.tiktok.com/tag/knicks?refer=embed "knicks") [\#foryou](https://www.tiktok.com/tag/foryou?refer=embed "foryou") [♬ Theme From New York, New York – Frank Sinatra](https://www.tiktok.com/music/Theme-From-New-York-New-York-6740924794054641666?refer=embed "♬ Theme From New York, New York - Frank Sinatra") ### The Village Creamery Sweet Shop # More sprinkles, this time from an eatery in Valhalla, N.Y., that specializes in waffle cones. > [View this post on Instagram](https://www.instagram.com/reel/DY0eTFNp-XB/?utm_source=ig_embed&utm_campaign=loading)[A post shared by Village Creamery & Sweet Shop (@villagecreamerysweetshop)](https://www.instagram.com/reel/DY0eTFNp-XB/?utm_source=ig_embed&utm_campaign=loading) ### Nike Air Force 1, ‘NYC Knicks’ Nike has also created these sneakers, in orange with the signature swoosh in blue, to honor the team as they make their way to the finals. > [View this post on Instagram](https://www.instagram.com/reel/DYzsrl4u0O5/?utm_source=ig_embed&utm_campaign=loading)[A post shared by City Jeans (@cityjeanspremium)](https://www.instagram.com/reel/DYzsrl4u0O5/?utm_source=ig_embed&utm_campaign=loading) ### Faherty Brand [Faherty](https://fahertybrand.com/?gad_source=1&gad_campaignid=22000869276&gbraid=0AAAAADu3V2LIYu1PaNWIbGsAlnn9Rpyvo&gclid=Cj0KCQjw2_TQBhCnARIsAF3-Xhy4pBYUm01pO4Hn7lOHAku74zpgFRT_df42hn0D38RMEnZmVFMhHcAaAmZPEALw_wcB) created a dedicated page encouraging Knicks fans to wish the squad well via video as the days get closer to the final. Faherty will select the 11 best for posting and prizes. The top entry will win an autographed basketball from Jalen Brunson. > [View this post on Instagram](https://www.instagram.com/reel/DZARkMPRKAN/?utm_source=ig_embed&utm_campaign=loading)[A post shared by Anthony Donahue (@anthonymsg)](https://www.instagram.com/reel/DZARkMPRKAN/?utm_source=ig_embed&utm_campaign=loading) ### NYC Subway Mass transit is demonstrating its support with several subway entrances getting a temporary makeover. You’d normally see the train line letters or numbers to guide you on your journey. Now, they’ve been replaced with a certain team’s name in blue and orange. Trains rock “Go Knicks” on some of the windows. What’s more, comedian Tracy Morgan, Brooklyn’s own, recorded a message for the MTA: “Orange and blue skies, baby!” encouraging fans to take public transportation to games and watch parties around the city. > [View this post on Instagram](https://www.instagram.com/p/DZDW_weE7_b/?utm_source=ig_embed&utm_campaign=loading)[A post shared by Boardroom (@boardroom)](https://www.instagram.com/p/DZDW_weE7_b/?utm_source=ig_embed&utm_campaign=loading) ### *SLAM* Magazine Around almost as long as the Knicks’ drought, the vaunted “Bible of Basketball” just showcased the team. Fans can order a copy of the mag, as well as with a protective hard case or in a glass picture frame, as well as a tee with the mag’s cover. > [View this post on Instagram](https://www.instagram.com/p/DY2YZVgEbZv/?utm_source=ig_embed&utm_campaign=loading)[A post shared by SLAM (@slam)](https://www.instagram.com/p/DY2YZVgEbZv/?utm_source=ig_embed&utm_campaign=loading) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** Sports **Tags:** Air Jordans, Dumbo Ice Cream, Marvel Frozen Dairy, Pat's King of Steaks, Peter Pan Donuts, the Village Creamery Sweet Shop **Sections:** Trending --- ### [Soccer Royalty Visits McDonald's for FIFA Collectible Cups](https://musebyclios.com/sports/soccer-royalty-visits-mcdonalds-for-fifa-collectible-cups/) **Published:** June 2, 2026 **Author:** David Gianatasio **Content:** Soccer superstars are just like the rest of us. For example, they enjoy picking up FIFA collectible cups at McDonald’s. Of course, their faces decorate such souvenirs. But we’ll all get our chance someday—if we don’t forget to practice. Wieden+Kennedy’s World Cup campaign for the eatery, directed with bouncy humor by Stacy Wall, seeks to portray a roster of pitch icons as die-hard McDonald’s fans. So, instead of chasing cultural moments with pulse-pounding game footage or dramatic AI F/X, spots deliver comic vignettes that tie the brand to the World Cup. It’s all about bringing “shared joy” to life “through our food, our experiences and the ways fans connect with the game,” says MCD’s global CMO Morgan Flatley. Does the campaign fulfill this mission? Well, [everyone loves collectible cups](https://sports.yahoo.com/articles/collectible-cups-sending-sports-fans-143000831.html)—so for McD’s and FIFA, that’s a no-brainer. Plus, the players exude beaucoup charisma as they riff and joke around during the run-up to soccer’s biggest showcase. If only Ronaldinho hadn’t kicked their ball way up onto the Golden Arches… Also appearing: Lamine Yamal, David Beckham, Thierry Henry, Son Heung-min, Christian Pulisic, Santiago Giménez and Alphonso Davies. There’s a nostalgia angle, too, as the cups themselves, from Belgian art collective [iLovedust](https://www.instagram.com/ilovedust/), draw inspo from McD’s beloved [“Dream Team” ](https://www.ebay.com/itm/206303932196?_skw=mcdonalds+basketball+cups&itmmeta=01KT44Z541WF4H79C9VXFWT2W7&hash=item3008ac2f24:g:A28AAeSwVKVqF6qh&itmprp=enc%3AAQALAAAA4DKQclQvzFwZQpmMrsO4LuqPTbbLoIfAfGK%2B4xIL%2FZwnslu4TNRYfO1y--nO4II18UCDH1iA5lOULtcvyBxMnu3tKOWUQ4TB7Ui%2FbN1k0mqaEnKTgWCdWiPCIFndxEQe%2FnCIb%2BswQHohn5wIYJ0p1YccsoVz6CKuwypji2mUcBG1yN7rgg4Zv7aXxamXZFlFDxJR9nfLTEq9nLkvoGqCG8ihTytcvBixXfN69AmW%2FWH1jiWBW2FYAgaqFFIxUT%2FadYR%2FVBM1xaphC4xCu7frmeLIfvDYOSpV1zFxRhrsksz1%7Ctkp%3ABk9SR5TS_ITRZw)line from the ’90s. “We wanted the work to feel authentic and we realized early on that even though McDonald’s has been a sponsor for decades, we’re not an intrinsic part of football,” W+K senior brand strategist Pat Hardy tells Muse. “So instead of inauthentically inserting McDonald’s in the World Cup, we brought the World Cup to McDonald’s.” As for the players, “We sent them each a list of questions about their relationship with McDonald’s,” adds agency creative Jessica Ghersi. “Their answers inspired a lot of this work. Pulisic puts fries in his burger. Beckham really is a Big Mac guy. Ronaldinho’s favorite character is Ronald.” (A tad on the nose, but OK.) W+K creative director Paddy Treacy shares some tales from filming: ● “There was a real mutual respect between Lamine Yamal and Ronaldinho, which inspired us to write specific ideas for the two of them. It was genuinely fun watching them together on set. They had a great time, especially trading keepy-uppies and enjoying the moment.” ● “Yamal had just arrived, and was walking around the back of the McDonald’s to get to set. He spotted Grimace for the first time from afar and he lit up like a kid pulling out a Happy Meal toy. It was really special to see the most celebrated football in the world react the way any of us would.” ● “Our director, Stacy Wall, was looking for a very specific emotional reaction in one of our spots. So, he brought some extremely rare vintage football cards of one of Beckham’s favorite clubs for David to look at, to get a genuine first-time reaction on camera. Beckham is such a great actor, we really didn’t need to do that. But it was such a cute moment.” Promos break this week across TV, social, digital, streaming and experiential platforms. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Ad of the Week, Sports **Tags:** McDoanld's, Wieden+Kennedy, World Cup **Sections:** Entertainment, Trending --- ### [Apple Talks Up Privacy in iPhone Push for China](https://musebyclios.com/advertising/apple-talks-up-privacy-in-iphone-push-for-china/) **Published:** June 5, 2025 **Author:** David Gianatasio **Content:** So, your embarrassing chat history just went public and you tossed that notebook filled with passwords into the trash. Stop cursing your fate and smacking yourself in the face, Apple says, assuring us that iPhone’s latest security features can set everything right. Chinese comedian [Yue Yun Peng](https://en.wikipedia.org/wiki/Yue_Yunpeng), a frequent brand ambassador, learns this lesson the hard way in a trio of amusing vignettes. TBWA\\Media Arts Lab, Shanghai, developed the campaign with ProFilms. Zhang DaPeng directed. And so, with 2025 not quite half over, we’ve seen Apple tackle product demos across an array of styles and geographies. This one milks some smiles and serves up consumer education with understated comedy. It feels culturally attuned but doesn’t [revel in silliness](https://musebyclios.com/advertising/iphone-erases-mom-from-the-picture-thanks-apple/). Pedro Pascal is everywhere these days, so naturally he [made a spot for Apple](https://musebyclios.com/film-tv/pedro-pascal-dances-through-heartache-in-longform-apple-film/). This [heartstrings-tug](https://musebyclios.com/advertising/apple-celebrates-mothers-day-with-a-moving-film-for-vision-pro/) for Mother’s Day was notable, too. But Apple’s [creepy higher-ed spots](https://musebyclios.com/advertising/apple-takes-a-creepy-bite-out-of-higher-education/) gets mixed grades: A for effort (the work’s certainly novel), but the “edgy” vibe somehow misses the mark. ![](https://cdn.musebyclios.com/wp-content/uploads/2025/06/05121059/apple-new.jpeg) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Apple, iPhone, TBWAMedia Arts Lab **Sections:** Trending --- ### [Liquid Death Depicts Parenting as an MMA Battle](https://musebyclios.com/advertising/liquid-death-depicts-parenting-as-an-mma-battle/) **Published:** June 2, 2026 **Author:** David Gianatasio **Content:** In this corner … mommy and daddy, in desperate need of a boost as they struggle to raise little ones bent on mayhem. That’s the set-up for Liquid Death’s combat-sports spoof below. It positions the brand’s Sparkling Energy line as providing parents with enough caffeinated kick to help them wrestle poopy-pants toddlers—portrayed by burly, squealing, adult dudes—into submission. “Traditional energy drinks have sponsored all kinds of extreme sports heavily, especially MMA,” VP of creative Andy Pearson tells Muse. “But sometimes it can feel like there’s nothing more extreme than parenting. And parents need their own energy just to make it through the day.” “Anyone who’s a parent knows that it can feel like you’re taking on opponents who are somehow surprisingly strong, squirming and absolutely vicious. I can’t even count the number of times I’ve been accidentally hit or head-butted by my kids.” “This was a fun one,” Pearson recalls of directing the commercial, which was developed by the beverage brand’s in-house team. “The fighters are all very legit MMA guys. But once they were in their diapers, they regressed beautifully and may or may not have been working out things from their past.” To goose interest and product sampling, LD’s seeking “the world’s most extreme parents.” For the chance to win a year’s worth of Sparkling Energy plus other prizes, fans can post “sponsor-me” videos on Instagram or TikTok tagged #liquiddeathparent. **CREDITS** Founder/CEO: Mike Cessario SVP Marketing: Dan Murphy VP of Creative: Andy Pearson VP of Marketing: Greg Fass VP of Design: Frank Dresmé Creative Director: Will Carsola Associate Creative Director: Stu Golley Senior Nihilist: Brendan Kelly Brand Marketing Director: Tia Sherwood Brand Manager: Jeanne Irwin Graphic Designer: Kaitlyn Goetz Executive Producer: Zoë Andrikidis Producer: Rylee Brown Director: Andy Pearson Director of Photography: Matthew Chavez 1st AD: Julian Metter Gaffer: Brian “Red” Hickman Key Grip: Mynor Preising Production Designer: Hugh Zeigler Color: Bryan Smaller @ Company 3 Sound Mix: Evan Anderson @ Audiomancy Editor: Tyler Beasley ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Liquid Death **Sections:** Entertainment, Trending --- ### [Canadians Like to Root for Opposing Teams. And FanDuel's Got the Scarves to Prove It](https://musebyclios.com/musings/canadians-like-to-root-for-2-teams-at-the-same-time-and-fanduels-got-the-scarves-to-prove-it/) **Published:** June 2, 2026 **Author:** David Gianatasio **Content:** Back in January, the Canadian National Junior Hockey team faced Slovakia in the World Junior Championship. While watching the game with my mother, who fled from Slovakia to Canada in her 20s, I told her she had to pick a side. She thought it over for a moment and then quietly but confidently said, “No, I don’t.” For many sports fans, this is blasphemy. But for many Canadians, at least when it comes to international competition, this is simply sport. And it’s something that will be on high display during the 2026 World Cup. In many countries, national team allegiance is straightforward. You support the country where you were born. But in Canada, especially in cities like Toronto, where culture is less melting pot and more mosaic, fandom is often layered. You can grow up here while still feeling deeply connected to another nation through family, heritage, culture or identity. That reality becomes especially visible during major international tournaments. Growing up in Toronto, I could often tell who won a match simply by listening to which neighbourhood the post-game car horns were coming from. And as this year’s tournament fires up, we’ll see pretty much all 48 flags flapping on fans’ cars and draping around fans’ necks. And yet, all those fans will know all the words to O Canada. Because here in Canada, many fans aren’t conflicted about supporting two teams. They’re proud of it. That became the starting point for FanDuel Canada’s “Dual Fan” campaign. We designed a collection of limited-edition dual-sided football scarves pairing Team Canada with each of the other 47 participating nations. The idea was simple: take something that already exists culturally and make it visible in a way fans could literally wear. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/06/02112546/FAN-1.jpeg)The project was inspired not only by observation, but by data. New Angus Reid research commissioned for the campaign found that 43 percent of Canadian football fans plan to support more than one nation during this summer’s tournament. Heritage and family connection emerged as the primary drivers behind second-team support. Those numbers felt uniquely Canadian. Canada is home to more than 8.3 million newcomers and communities connected to over 200 nations worldwide. In a global city like Toronto, multiculturalism isn’t an abstract idea. It shapes neighbourhoods, languages, restaurants, celebrations and, increasingly, though unsurprisingly, sports fandom. As a creative team, we were interested in treating that complexity as something worth celebrating rather than simplifying. Design became an important part of that. The scarves needed to feel authentic to football culture first and foremost. They couldn’t look like novelty merch or corporate mashups. Every pairing had to feel balanced and wearable, whether someone was connecting Canada to Ghana, Germany or Brazil. What I love most about the project is that it reflects something true about this moment in Canada. International football here isn’t just about sport. It’s about identity, migration and belonging. The campaign simply gave people a way to proudly put all that on display. The Dual Fan scarf execution is part of FanDuel’s broader “We All Speak Footy” platform, which spans broadcast, out-of-home, digital and experiential activations across the city. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings **Tags:** OneMethod, World Cup **Sections:** Community Voices, Entertainment --- ### [Ahead of World Cup, Vini Jr. Flips for Havaianas](https://musebyclios.com/worldviews/ahead-of-world-cup-vini-jr-flips-for-havaianas/) **Published:** June 1, 2026 **Author:** David Gianatasio **Content:** Here are some notable campaigns that broke far and wide in recent weeks, curated by Muse sibling [Ads of the World](http://adsoftheworld.com). ### Havaianas, ‘Vini Jr. Takes Brazilian Flair to the World’ Agency: GUT Madrid This fun campaign is built on the idea that slipping into a pair of flip-flops can instantly change your mood, turning everyday moments into carefree and joyful experiences. Drawing on the energy and optimism associated with Brazilian culture, the film presents the footwear as more than practical items. Instead, these are symbols of attitude and self-expression. Naturally, playful and confident Vinícius Jr. puts his best foot forward. [Read More](https://www.adsoftheworld.com/campaigns/vini-jr-takes-brazilian-flair-to-the-world) Play ### Lyka, ‘Poo Glorious Poo’ 72andSunny Australia Inspired by “Food Glorious Food” from *Oliver!*, this colorful musical celebrates an unlikely subject: dog droppings. Framed as a joyful Broadway-style production, the film swaps the pet food category’s usual sentimentality for humor, song and spectacle, treating healthy stools as a sign of canine wellbeing. Elaborate choreography, theatrical performances and an upbeat melody turn a normally taboo topic into entertainment, highlighting the link between diet, digestive health and happier dogs. [Read More](https://www.adsoftheworld.com/campaigns/poo-glorious-poo) Play ### IngOn, ‘Almost-Gone Soap’ Agency: Wolf BKK Built around the universal habit of pressing an almost-finished bar of soap onto a new one, the work turns a familiar household ritual into the heart of its story. Rather than focusing on beauty claims, it celebrates the behavior itself, portraying the relationship between old and new soap bars as a metaphor for people trying to stay together. The film culminates in a striking visual of leftover fragments attached to a fresh bar, transforming what is usually seen as waste into a symbol of continuity and ingenuity. [Read More](https://www.adsoftheworld.com/campaigns/almost-gone-soap) Play ### CU • Korea Forest Service, ‘Leave No Broth’ Agency: Innocean South Korea This initiative addresses the growing problem of hikers pouring leftover ramen soup onto mountain trails, where it can contaminate soil and attract pests. Featuring energetic critters, the spot encourages folks to adopt leave-no-trace habits and make conservation part of the outdoor experience. The pitch centers on Magic Bomb, a portable solidifier that transforms leftover broth into a gel-like substance in around two minutes, allowing it to be disposed of as regular waste. [Read More](https://www.adsoftheworld.com/campaigns/leave-no-broth) Play ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Worldviews **Tags:** CU, Havaianas, IngOn, Korea Forest Service, Lyka, World Cup **Sections:** Entertainment, Trending --- ### [DoorDash Is So There for World Cup Revelers](https://musebyclios.com/sports/doordash-is-so-there-for-world-cup-partiers/) **Published:** May 29, 2026 **Author:** David Gianatasio **Content:** Have you ever wondered what the FIFA World Cup frenzy looks like from a DoorDasher’s point of view? We find out in “Deliver Us to Fútbol,” a global initiative launched this week via GUT Los Angeles and the agency’s design arm. The DoorDash, Deliveroo and Wolt brands play into the narrative as a driver brings orders (from McDonald’s, Frito-Lay and other tournament sponsors) to fans around the world. We’re treated to a high-energy overview of match-day mania. Team colors, rituals and Easter Eggs abound, along with cameos including Alex Morgan and Ricardo Kaká. It’s a whirlwind, relentlessly upbeat, with too much to absorb on a single viewing. (Much like a day spent cheering on your faves, amiright?) The Dasher POV and seamless editing help focus the message, illustrating that DD really *gets* what intense fandom is all about. Here, the brand’s in on all the jokes, references and rivalries. And of course, it’s ready to provide the food and amenities required to satisfy folks as they absorb games after game after game. “The FIFA World Cup has a way of taking over daily life,” says Gina Igwe, VP of brand, creative and consumer marketing at DoorDash. “Sleep schedules shift, reservations revolve around kickoff and fans hold tight to the match-day food rituals that make every match feel personal.” With that in mind, the ads show DD “taking care of everything around the match so fans can stay focused on fútbol.” What’s more, the approach strives to transcend social and linguistic boundaries in order to “resonate across countries, cultures and communities,” she says. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/05/29083639/DD-3-1.jpg)So, this is all about connection, with sports (and food) as a shared experience. That’s surely a fertile pitch for DoorDash, which ranks as the official on-demand delivery and restaurant reservations platform supporter for the 2026 World Cup. “Deliver Us to Fútbol” will run on TV, BVOD, OOH, paid digital, audio and social channels worldwide, with live activations and partnerships in the mix. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Sports **Tags:** DoorDash, GUT, World Cup **Sections:** Entertainment, Trending --- ### [Etsy Captures Life's Sweet Moments to Lead Our 5 Ads of the Week](https://musebyclios.com/advertising/etsy-captures-lifes-sweet-moments-to-lead-our-5-ads-of-the-week/) **Published:** May 28, 2026 **Author:** David Gianatasio **Content:** ### Bestie: Etsy Wants to Help Us ‘Celebrate Being Human’ The Orchard agency and director Jess Kohl capture life’s small moments that add up to a lot. Mementos from Etsy help us mark these special times. A tasteful meditation that never oversells. [Read More](https://musebyclios.com/advertising/etsy-expands-focus-to-celebrate-being-human/) ### Hong Kong Ballet Channels Bruce Lee, Disco Past, present and future merge—with Bruce Lee and ’70s disco as catalysts—in this stunning photo series from Design Army. No AI here. Those gravity-defying HKB dance and kung fu moves are for real. [Read More](https://musebyclios.com/advertising/hong-kong-ballet-channels-bruce-lee-disco-and-more/) ![Energetic stunt performer in a yellow suit leaps in a narrow, orange-lit hallway, gripping a yellow bar with red Chinese characters overhead](https://cdn.musebyclios.com/wp-content/uploads/2026/05/27160738/BRUCE-1.jpg)### BuzzBallz Grabs All the Attention. That Makes Streaker Steve Mad This World Cup tie-in humor hits below the belt as Streaker Steve goes for broke. “I’M MAD!” he roars. That applies in more ways than one. From Erich & Kallman and director Torstein Bjørklund. [Read More](https://musebyclios.com/sports/buzzballz-grabs-all-the-attention-that-makes-streaker-steve-mad/) ### Wayne Rooney Recites Shakespeare for Nike x Palace Ahead of FIFA World Cup David Tennant might be looking over his shoulder, because pitch legend Rooney nails the famous “This England” speech from Richard II. Plus, Jill Scott gets her kicks at Stonehenge. From Stink Studios and directing duo Burnermunde. [Read More](https://musebyclios.com/sports/wayne-rooney-recites-shakespeare-for-nike-x-palace-ahead-of-world-cup/) ### Amazing In-Camera Visuals Power Airalo’s Global Campaign Stink Studios returns, teaming with Traktor to recreate Pisa, Paris and Tokyo without leaving the studio—and with zero help from AI or CGI. The team’s immersive, old-school filmmaking goes a long way. [Read More](https://musebyclios.com/travel/super-smooth-in-camera-visuals-power-airalos-global-campaign/) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Airalo, BuzzBallz, Etsy, Hong Kong Ballet, Nike, Palace **Sections:** Trending --- ### [It's Arizona or Bust for McDonald's x Nike Collab](https://musebyclios.com/advertising/its-arizona-or-bust-for-mcdonalds-x-nike-collab/) **Published:** May 29, 2026 **Author:** David Gianatasio **Content:** You want weird with that? Phoenix Suns guard Devin Booker recently shared some Q-time in the desert with Ronald McDonald. The pair hyped Devin’s McD’s-inspired sneaker in off-kilter social shorts from Wieden+Kennedy. The shoe’s design and turquoise colors reference the famous [Sedona, Ariz., McDonald’s](https://www.mcdonalds.com/us/en-us/location/az/sedona/2380-w-us-hwy-89a/12329.html) on U.S. Highway 89A—a favorite of Devin’s. Ads suggest more than they reveal, offering quick (Mc-)nuggets of action and imagery to keep Gen Z curious and engaged. > [View this post on Instagram](https://www.instagram.com/reel/DYe6Z5VJWLR/?utm_source=ig_embed&utm_campaign=loading)[A post shared by McDonald’s (@mcdonalds)](https://www.instagram.com/reel/DYe6Z5VJWLR/?utm_source=ig_embed&utm_campaign=loading) Director [Noah Dillon](https://www.instagram.com/noahpdillon/?hl=en) shot the film around Sedona. “He lives in the Southwest and already had a visual language that felt right for this world,” W+K N.Y. copywriter Grady Linnihan tells Muse. “A lot of the campaign was built around Devin’s actual connection to the place. So, the shoot felt loose and personal from the start. Devin was involved creatively and even shot some of the camcorder footage himself. Some of his friends and family were around the set, which helped keep it from feeling like a giant brand production.” > [View this post on Instagram](https://www.instagram.com/reel/DYw9OehuWa5/?utm_source=ig_embed&utm_campaign=loading)[A post shared by Nike Basketball (@nikebasketball)](https://www.instagram.com/reel/DYw9OehuWa5/?utm_source=ig_embed&utm_campaign=loading) “Even though the shoe is releasing globally, we wanted the campaign to feel very local to Sedona,” Linnihan says. “We spent a lot of time looking at the typography and signage around town, especially the turquoise jewelry stores, roadside pawn shops and old storefronts that share this weird faded desert look. That became a big part of the campaign’s design language.” > [View this post on Instagram](https://www.instagram.com/reel/DYhrT0EJWa-/?utm_source=ig_embed&utm_campaign=loading)[A post shared by McDonald’s (@mcdonalds)](https://www.instagram.com/reel/DYhrT0EJWa-/?utm_source=ig_embed&utm_campaign=loading) “It was important that nothing felt too polished,” Linnihan says. “Devin genuinely likes old cameras, VHS footage, film photography, all of that stuff. So the campaign tried to stay in that world instead of overcomplicating it.” Indeed, the material plays somewhat like an art-house found footage flick (shot by David Lynch). Scale and proportion slip in and out of phase, adding to the mystery, with just enough sun-blasted edginess to please. The approach has been compelling, with combined views for the handful of very short clips climbing into the six figures and generating considerable chatter. > [View this post on Instagram](https://www.instagram.com/p/DYpMRmglWKz/?utm_source=ig_embed&utm_campaign=loading)[A post shared by McDonald’s (@mcdonalds)](https://www.instagram.com/p/DYpMRmglWKz/?utm_source=ig_embed&utm_campaign=loading) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising, Sports **Tags:** McDonald's, Nike, Wieden+Kennedy New York **Sections:** Entertainment, Trending --- ### [Matt FaJohn of Hovercraft on Working With Nike and Coinbase Arena](https://musebyclios.com/2-minutes-with/matt-fajohn-of-hovercraft-on-working-with-nike-and-coinbase-arena/) **Published:** May 22, 2026 **Author:** Shahnaz Mahmud **Content:** [Matt ](https://www.linkedin.com/in/mattfajohn/)is a founding partner of Hovercraft with 20 years of industry experience directing and producing interactive, animations and immersive experiences for brands and agencies worldwide. In addition to client projects, Matt has also developed experiences in cultural institutions such as the The Smithsonian, Denver Art Museum, the Clifford Still Museum and Denver MCA. He taught interactive design at the University of Colorado’s graduate program Boulder Digital Works from 2009-13. We spent two minutes with Matt to learn more about his background, his creative inspirations and recent work he’s admired. Matt, tell us … ### Where you grew up, and where you live now. # I grew up in Richmond Va., but have lived in Colorado my entire adult life. ### A moment from high school or college that changed your life. Stepping into the darkroom in high school was pretty transformational. I realized that composing images with my camera was only half of the process. I got interested in the physical aspects of manipulating the image with light, chemicals and other materials. ### Your most important creative inspirations and some recent work you love. I look to the other creative industries such as culinary, music, visual and performing arts. I have always been a tech optimist and there is so much to learn about AI tools and hardware as well. ### One of your favorite creative projects you’ve ever worked on. One that stands out is [“The Beacon,”](https://vimeo.com/304216074) an installation we developed with the Nike Retail Experience Design team for the opening of the [House of Innovation ](https://www.nike.com/house-of-innovation)in New York. Imagine a transmission tower turned on its head, broadcasting firsthand accounts of iconic NYC sports moments by blending graphics, audio and lighting elements across a three-story atrium. So many talented people were involved, and it was truly a labor of love. Special shout to [Bryon Panaia ](https://visualist.com/)and Leticia Barajas. ### A recent project you’re proud of. [Coinbase Arena](https://vimeo.com/1147767889). Their brand studio team is so great to collaborate with. We started with concept sprints, then concurrently ran with brand visuals, experience design, creative tech, merch design and oversaw the entire production. The robo-hoop in particular was a really fun challenge—starting with character development and animation, and then conducting play testing with local kids in Greenpoint before ultimately unveiling it at the [NBA All Star Weekend](https://en.wikipedia.org/wiki/NBA_All-Star_Weekend). ### Someone else’s work you admired lately. [Es Devlin’s](https://esdevlin.com/) stage design. ### Your main strength as a creative person. I have developed my “get solid ideas off the ground quickly” muscle over the years. ### Your biggest weakness. Chasing the potential in leads that I should realistically let pass. ### What you’d be doing if you weren’t in advertising. Enjoying more nights and weekends LOL. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:daveg@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Advertising **Tags:** Hovercraft **Sections:** Community Voices, Entertainment --- ### [If the Shoe Fits: Mini Slips Into Sneaker Culture With 'Icon Drops'](https://musebyclios.com/advertising/if-the-shoe-fits-mini-slips-into-sneaker-culture-with-icon-drops/) **Published:** May 28, 2026 **Author:** David Gianatasio **Content:** Sneaker drops have become so ubiquitous and successful, brands outside the athletic footwear category have begun to take note. Case in point: BMW’s Mini, which today launched a campaign trumpeting “Icon Drops” in coming months for its vehicles. Translation: The special-edition cars won’t roll out all at once. Instead, each new model will be treated like a collectible kick, revealed in its own time with lots of bells and whistles. Developed with Goodby Silverstein & Partners, the strategy seeks to build excitement “in ways you don’t see” in car advertising, Clayton Bishop, agency account director, tells Muse. “By teasing each of these models out in a very stylistic way, we want to create intrigue that gets people guessing and interested in staying close to the brand, so they’re one of the first to see the actual cars when they drop.” Here’s a suitably artsy promo: “No winding coastal roads. No hero shots. In fact, no cars at all,” notes GS&P ACD Savannah Bradford of the film. “Instead, each edition is revealed through Mini’s unmistakable silhouette made from the textures, materials and design details that tell the story of each model.” The video was made via CGI in Cinema 4D. “This allowed us to have full control over every detail when crafting the look, feel and motion for each individual model, which currently isn’t something AI can support,” Bradford says. “Bringing this level of taste, craft, and intentionality to the work is important because it allows us to authentically connect with the Mini customer, who values, above all, self-expression through creativity.” This approach feels apt for a brand that can trace its heritage back to the swinging ’60s scene. Mini’s enduring ties to European style and ingenuity, plus its pop-culture standing, seem especially suited to marketing that takes some unexpected turns. And the brand’s [struggled somewhat](https://www.motoringfile.com/2026/04/09/are-new-minis-actually-selling-a-deep-dive-into-mini-usas-q1-2026-sales/) of late. So a fresh approach might help sales get back on the good foot. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Goodby Silverstein & Partners, Mini **Sections:** Entertainment, Trending --- ### [Emily Burnett Is Here to Protect Creativity, Soak in N.Y. and Never Give Up](https://musebyclios.com/advertising/emily-burnett-is-here-to-protect-creativity-soak-in-n-y-and-never-give-up/) **Published:** May 27, 2026 **Author:** Luz Corona **Content:** Emily Burnett knows a thing or two about fashion innovation. Earlier this year, the designer attended [The Clio Awards](https://clios.com/winners-gallery/explore?vertical=Clio+Awards&season=2026), making an appearance on the red carpet to witness the debut of the gown she crafted specifically for [Nicole Purcell](https://musebyclios.com/nicole-purcell/clio-awards-ceo-on-celebrating-the-power-of-creators/), the CEO of the Clios. The former creative director for luxury fashion designer Dennis Basso has continued climbing over the years, from runway shows to starting her own luxury women’s fashion brand Burnett New York. We spent two minutes with Burnett to learn more about her work, upbringing and the lessons learned on her creative journey. Emily, tell us… ### Where might our readers have seen your work? New York Fashion Week, Vogue Runway, CFDA features and events, and in coverage from Fashionista.com, along with various celebrity and editorial placements over the years. ### Where did you grow up, and where do you live now? How do the two places compare? I grew up in Phoenix, Arizona, and later moved to New York City to attend Parsons School of Design. The two places are completely different creatively. In New York, inspiration is everywhere—you’re immersed in personal style every moment of the day, from your local barista to the singer performing on a subway platform. There’s an individuality and confidence in how people express themselves here that constantly pushes and inspires me as a designer. Living in New York taught me that fashion isn’t just about clothing—it’s about identity, energy and storytelling. ### What would you tell your younger self if they could see you now? Don’t give up—but also don’t burn yourself out trying to prove something. Some of the most meaningful opportunities and creative breakthroughs come with time, persistence and trusting your own voice. I’ve learned that success is not just about working harder; it’s about protecting your creativity, finding balance and allowing yourself space to actually enjoy the journey along the way. ### You recently worked on Clios CEO Nicole Purcell’s dress for the 67th Clio Awards Ceremony. What was the inspiration there? For Nicole’s gown, I wanted to create something that felt both powerful and celebratory—reflecting the creativity and prestige of the Clio Awards while still feeling modern and feminine. The inspiration came from the iconic Clio statuette itself, particularly its sculptural shape and gold finish. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/05/27122426/Nicoles-Dress-1-677x1024.png)Clios CEO Nicole Purcell and fashion designer Emily Burnett.We designed a custom gold embroidered tulle gown with layered embroidery details that symbolized the depth and complexity behind the work being honored at the ceremony. I loved the idea of creating something that felt luminous and dimensional on the red carpet, while still maintaining elegance and movement. Nicole has such a strong presence, so it was important that the dress felt sophisticated, memorable and worthy of the moment. ### Was there an a-ha moment that made you realize you’re a creative person? My first real a-ha moment came while working with legendary stylist Patti Wilson during my time at Dennis Basso. Patti has such a distinct point of view and an incredible confidence in her creative vision, which has become such a signature part of her success. Watching her made me realize that being creative is not just about making beautiful things—it’s also about having the confidence to fully own your perspective and show the world who you are. That understanding really shaped the way I approach both fashion and branding today. ### Where do you go for inspiration when you’re in a creative rut? Creativity is something you can reconnect with very quickly if you stay open and observant. As a designer, inspiration can come from anywhere—a conversation, a vintage garment, architecture, music, someone walking down the street or even a random color combination you notice for a split second. I believe truly creative people learn how to turn that switch back on and find inspiration almost instantly because the world is constantly giving you something to respond to. ### Who do you look up to, professionally and personally? Professionally and personally, I’ve always looked up to Carolina Herrera. She built an empire around polished glamour, elegance and timeless confidence in a way that still feels incredibly relevant today. What I admire most is that her vision has such longevity. It’s not trend-driven; it’s rooted in a strong and recognizable point of view that will continue to inspire generations. ### Can you tell us about a time a campaign or project almost didn’t come to fruition? Honestly, \[there have been\] many times. Especially with runway shows during New York Fashion Week, there are always moments where you feel like the project will never come together. The endless hours, sleepless nights, last-minute changes, fittings, production issues—it can feel overwhelming in the moment. But what I’ve learned is that great teams always find a way through. Some of the most beautiful and successful projects come out of those high-pressure moments where everyone pushes creatively together to make something special happen. ### What would you be doing if you weren’t in fashion? I love Muay Thai, so if I wasn’t in fashion, you could probably find me at the gym. My husband, Bernard Hunt, is the co-owner alongside Pro Fighter John Piña of Zombie Muay Thai, a premiere kickboxing gym in the city! I’ve really grown to love the discipline, energy, confidence and community that the gym has created. ### Give us an industry hot take. Although there is a hype in the fashion industry about “quiet luxury,” there is very much a strong resurgence toward individuality and personal expression. Women still want polish and sophistication, but they also want pieces that feel memorable and emotionally exciting again. The brands that will really stand out are the ones with a strong point of view, not the ones trying to look like everyone else. ![author avatar](https://secure.gravatar.com/avatar/6b6bfb2f77a71b59d600c283859735f5d62b2631c0b7c29a530b306cb0abde04?s=300&d=mm&r=g) Luz Corona [See Full Bio](https://musebyclios.com/author/luzcorona/) [ ](https://musebyclios.com/author/luzcorona/) **Categories:** 2 Minutes With, Advertising, Health and Wellness **Tags:** Erin Burnett **Sections:** Community Voices --- ### [Amazing In-Camera Visuals Power Airalo's Global Campaign](https://musebyclios.com/travel/super-smooth-in-camera-visuals-power-airalos-global-campaign/) **Published:** May 26, 2026 **Author:** David Gianatasio **Content:** Here’s a globe-hopping spot that didn’t burn through the production team’s frequent flyer miles. Airalo, a provider of digital SIM cards for travelers, set the story in locations including Pisa, Paris, Tokyo, Bangkok and Berlin. But the brand didn’t film any footage in Europe or Japan. And it didn’t use AI, CG or other tech trickery to depict the thrills of far-flung tourism. Instead, everything was captured in camera by Stink Studios directing collective [Traktor](https://stinkfilms.com/directors/traktor/). They shot on amazingly detailed sets in a Bangkok studio, using forced perspective and other classic techniques to build a sense of scale, wonder and, most crucially, connection. Our protagonist, Alice, shifts seamlessly from one continent to the next. This represents Airalo’s pledge to support consumers’ phone needs as they explore what our planet has to offer. Even for the big finale, F/X didn’t come into play. Those were real walls dropping on cue around the cast, revealing a sun-kissed beach (in Thailand) a few steps from a nightclub (in Germany—but not really). “The first time it worked, everyone cheered,” Hannah Lynd, Stink head of production, recalls. “Recreating different parts of the world authentically was a huge production challenge; the number of references the team worked from was pretty incredible.” The work rolls out this week across TV, VOD, digital and social, targeting the U.S., Canada, U.K., Italy, Germany, France, Brazil and Mexico. Learn more in this BTS reel: ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Travel **Tags:** Airalo, Stink Studios **Sections:** Trending --- ### [Filmmaker Zachary Heinzerling Profiles Rafael Nadal in Revealing Netflix Documentary Series](https://musebyclios.com/film-tv/filmmaker-zachary-heinzerling-profiles-rafael-nadal-in-revealing-netflix-documentary-series/) **Published:** May 26, 2026 **Author:** Christine Champagne **Content:** The final year of tennis great Rafael Nadal’s career is chronicled in *Rafa*. Dropping on Netflix May 29, the 4-part documentary series stands out for its emotional depth. Episodes explore the challenges faced by the 22-time Grand Slams singles champion, most notably a rare and debilitating foot condition. We also learn about the role his uncle and long-time coach, Toni Nadal, played in shaping Rafa’s never-give-up psyche. Here, *Rafa* director [Zachary Heinzerling](https://zachheinzerling.com/)—whose credits include the Oscar-nominated doc *Cutie and the Boxer* and the Hulu docuseries *McCartney: 3, 2, 1* and *Stolen Youth: Inside the Cult at Sarah Lawrence*—shares how he chose to spin Nadal’s story: **MUSE: How did you come to direct *Rafa*? Am I correct in assuming you had to meet Nadal first and get his stamp of approval?** Zachary Heinzerling: Yes. In December of 2023, a producer called me and asked if I was available to go to Brisbane, Australia, to film what was potentially going to be Rafa’s last season. The deal was, if Rafa and I got along, if he liked me, or my approach, then we would continue. Play **Why do you think he said yes after that trial run?** He liked the fact that I could shoot footage myself. \[Cinematographer Adam Uhl also filmed the doc series.\] I would be there with a camera, as unobtrusively as possible. My style—which is more observational and living with the subject—gets to the truth through their actions more than words. That was appealing to him. And he sensed that I would fit in with the team in a way that wouldn’t be distracting. I also speak some Spanish, which helped. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/05/18183117/nadaloncourt-1024x578.jpeg)Nadal celebrates a win.**I had no idea that Nadal suffered so much physical pain during his career.** A lot of people didn’t know he had this incurable foot disorder that was essentially a birth defect, amplified by playing tennis at such a young age. It came back when he was at the apex of his young career, just after winning his first Grand Slam. Throughout his career, he often downplayed it. I didn’t know the extent of it. It became something that we found out as we were filming and doing interviews. And it became the central tension of the story, both in the present and in the past. **How did you create a story arc that would span four episodes?** In the beginning, we thought it would be a comeback story, where he came back from injury and had one last hurrah. We filmed with the idea that at some point he might have this sort of walk-off home-run moment of glory. And what happened is that he just kept losing and losing and losing. The question became, well, what is the story now? If it’s not the walk-off hero moment, what is it? And what it became was a question of, why does he keep going? When it’s so clear that his body is telling him to stop, why would this guy continue to almost self-immolate or abuse himself by continuing? ![](https://cdn.musebyclios.com/wp-content/uploads/2026/05/18182136/nadalwithuncle-1024x576.jpeg)Nadal and his uncle and longtime coach Toni Nadal.**What was the editing process like?** It was all remote. We had a few Spanish-speaking assistant editors. Rafa is from Mallorca; they speak Mallorquín, which is this dialect of Catalan, which required a lot of extra eyeballs and native speakers to translate all the material. Drew Blatman was the lead editor. I’ve worked with him on a few other projects, too, and he was responsible for shaping how the archival and present-day material interacted. We tried to use the archival material almost as if it was verité—footage where you’re sort of following Rafa. Oftentimes, the interviews are used as voiceover underneath. The first episode is the best example of that, because the trajectory of his rise and fall within that period of time is paralleled with the past and the present. **There are so many sports bios out these days that, frankly, aren’t that interesting because the subject limits what we see. We really get to go through it with Nadal in this series. It seems like he is pretty open.** With Rafa, there was trust. He doesn’t have a lot to hide. It felt like an opportunity to do something in the space that could be different. I was able to create a more cinematic experience out of living with the ups and downs of this athlete. You’re not necessarily just watching and consuming information about him. You’re feeling things with him. It’s very, very rare that with a living, quote-unquote celebrity you’re able to do something like that. **I have to ask about commercials since you are repped for spots via [Epoch Films](https://epochfilms.com/directors/zach-heinzerling "Epoch Films") and have done work for brands like MLB, Smirnoff and New Era. Have you directed any lately?** The last thing I did was probably five or six months ago. Right now, I’m motivated to get back into commercials. I’m excited to reengage and use some of what I learned making *Rafa*. There’s a lot of things I did in the series—working with celebrities, switching between present and past and the use of archival footage—that could also be exciting on the commercial front. ![author avatar](https://secure.gravatar.com/avatar/bca57dd4723116a5018776272ebed389875689a3404acf351677240c4d746cec?s=300&d=mm&r=g) Christine Champagne [See Full Bio](https://musebyclios.com/author/christine-champagne/) [ ](https://musebyclios.com/author/christine-champagne/) **Categories:** Behind the Scenes, Film and TV, Sports **Tags:** Netflix **Sections:** Entertainment, Trending --- ### [The Evolution of Agency Creativity in the Age of AI](https://musebyclios.com/partner-content/the-evolution-of-agency-creativity-in-the-age-of-ai/) **Published:** May 29, 2026 **Author:** Shahnaz Mahmud **Content:** In marketing, it’s now within the realm of possibility to state: “Everything we can imagine, we can create.” This age of artificial intelligence sees the last technical barrier between imagination and execution completely dissolve. Philosophically interesting questions arise: What happens when constraint disappears: does creativity become infinite, or meaningless? Does imagination inflate into delusion? What happens to human creativity when creation itself is no longer difficult? Indeed, technology has caught up to the creative mind—but that’s not the win we thought it would be. **The opposite of AI is illogical humanity** “Generative AI does not create,” says Sam Vaudrey, senior director of innovation and technology at Precision AQ. “It is, by definition, a recombination engine. It rearranges what already exists into statistically plausible new arrangements. AI is logical by construction; it’s a great organizational tool that can help a series of thoughts have a cohesive flow. That’s powerful. But, again, it is not creation. The distinction tells you exactly where AI belongs in the workflow—and where it doesn’t.” ![Portrait of a smiling man with short dark hair against a gray background in grayscale.](https://cdn.musebyclios.com/wp-content/uploads/2026/05/23064346/SAM-1.jpeg)Sam VaudreyGreat advertising has always been logically wrong on purpose. “And its effectiveness lies in finding the contradiction between what a person says versus what they do,” adds Marinella Georgino, SVP and executive creative director at Precision AQ. “That insight is the foundation upon which a product becomes a brand—like the credit card that allows you to buy things is brought to you by the brand that stands for all the things money can’t buy.” It’s the spot that breaks the brief in exactly the right way. AI can churn out a thousand on-strategy executions, but it cannot produce the one that tilts your head. In life sciences, this matters more, not less. The category is famously rational , guided by efficacy data, safety language, regulatory guardrails. So, how do you leverage contradiction in a category engineered to remove it? “Successful brands find a way to listen to not just what’s been said, but how it’s said,” says Georgino. “The winning message does not try outright to change your mind, but nudges you to change a behavior. The brand obsessed with eradicating colorectal cancer understands that screening for colon cancer is the least of people’s worries and concerns. Its success came from listening more than shouting. The winning message let customers continue to not care.” This is the approvable line between logic and emotion. It makes perfect sense. “And while our work in life sciences will always be scrutinized for accuracy and void of those hyperboles and pufferies that advertising loves so much, the process of creativity is completely industry-agnostic,” Vaudrey also says. **Discernment is the new deliverable** If anyone can produce a polished asset in an afternoon, what’s left for an agency to sell? “Production was never really the product,” says Georgino. “The differentiator was always *discernment*—the pattern recognition of someone who has said no to ten thousand ideas and learned which dozen deserve a ‘yes.'” The most interesting creative work has always been a fight with limits—budget, time, format, regulation, the client’s nervous system. AI removes the cheap limits (production cost, turnaround) and exposes the expensive ones (judgment, taste, discernment). In fact, it exposes all the skills you lack. “The concept isn’t particularly mind blowing, nor new, for that matter,” emphasizes Vaudrey. “I know how to use Microsoft Word. Does that make me a writer? I download Illustrator. Am I a designer? My buddy just bought a DSLR. Should she shoot my new campaign? We have access to Claude, Nano Banana, ChatGPT. Are we all creators now?” That’s where judgement, taste and discernment come in. “The creator who inputs prompts for image generation needs to have the framing eye of a photographer, the layout sensibility of an art director, the descriptive abilities of a prose writer, the patience of a skilled retoucher,” says Georgino. ![Portrait of a woman with long dark hair looking at the camera, in a black-and-white photo with a neutral expression.](https://cdn.musebyclios.com/wp-content/uploads/2026/05/23064215/marinella-1.jpeg)Marinella GeorginoJust because we can produce more, cheap and fast, doesn’t mean it’s good. Creatives in advertising will always thrive on tight budgets and fast turnarounds. There is never enough time, but when clients are dissatisfied, there is always time to do it again. And that’s the beauty of illogical humanity that no AI platform will ever outsmart. “The agencies that survive this won’t be the ones with the best AI stack,” says Vaudrey. “They’ll be the ones who remember what an idea is *for*. What’s left is what always mattered: the indescribable, immutable feeling you get when you see the right idea, and the hard-won judgment to know it’s the right one.” Artists have long wished for an infinite studio: unlimited paint, canvas, and time. AI has provided these, yet many artists feel stuck. It’s the sense that the studio is perfected, but the brief is empty. The illogical, contradictory, ’tilt-your-head humans’ are still the only ones who can fill it. “The future creative is not the maker but the curator of meaning,” adds Georgino. “Production is no longer the primary output. Meaning is.” ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** Partner Content **Tags:** Precision AQ **Sections:** The Clios --- ### [Vans' Surreal Circuit of Amsterdam and More European Highlights](https://musebyclios.com/eurovisions/vans-surreal-circuit-of-amsterdam-and-more-european-highlights/) **Published:** May 27, 2026 **Author:** David Gianatasio **Content:** Here are some notable European campaigns that broke in recent weeks, selected by Muse sibling [Ads of the World](http://adsoftheworld.com). ### Vans, ‘Lost in Amsterdam’ Agency: Picnic Studio Set in a psychedelic version of Amsterdam, the film follows a skater drifting through the city in search of the perfect shoe. Inspired by skate culture and the characters who inhabit the streets, the journey unfolds through hand-drawn animation that loops between dreamlike urban moments and analog textures. Rooted in old-school skateboarding spirit, the collaboration blends surreal visuals, original artwork and a deep affection for Amsterdam’s distinctive energy and atmosphere. [Read More](https://www.adsoftheworld.com/campaigns/rooted-in-skateboarding-lost-in-amsterdam) Play ### Ford, ‘Born to Compete’ Agency: Wieden+Kennedy London Set against towering desert dunes, this film channels the raw instinct of competition through a deceptively simple image: four children racing tires downhill. What begins as playful energy gradually transforms into a visceral expression of speed, momentum and rivalry, echoing more than a century of racing heritage. Shot practically rather than digitally enhanced, the tire sequences embrace unpredictability and physicality. The pulsing soundtrack from Rosalía and Carminho heightens the growing tension and anticipation of the race. [Read More](https://www.adsoftheworld.com/campaigns/ready-set-ford-9e97e402-7401-4141-a681-f68af42f6a40) Play ### Washbox, ‘Sink Better’ Agency: All Good Collective Built around the voyage from sink to sea, this campaign exposes how wash water from paint, grout and construction tools often carries PFAS chemicals, microplastics and more bad stuff into waterways. What begins as an “out of sight, out of mind” problem is reframed as an environmental issue hiding in plain sight. Aimed initially at tradespeople and DIY renovators, the story makes the consequences tangible by connecting everyday rinsing habits to the health of rivers, oceans and marine life. Ultimately, the clip urges people to “sink better.” [Read More](https://www.adsoftheworld.com/campaigns/sink-better) Play ### Renault E-Tech, ‘The Line’ Agency: Publicis Conseil Centered on the ritual gesture of the Roland-Garros line sweeper, “The Line” transforms an often-overlooked figure into the subject of a poetic visual journey. Armed only with a wooden broom, the protagonist moves through deserts, forests, beaches and village squares, leaving white lines in his wake that ultimately connect back to the tennis court. Shot with wide, carefully composed frames and warm clay-toned landscapes, the film blends precision and dreamlike atmosphere. SYML’s haunting cover of “Mr. Sandman” reinforces the dreamy mood. [Read More](https://www.adsoftheworld.com/campaigns/the-line-f410e212-9528-4a57-8c65-e3316cc72d39) Play ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Eurovisions **Tags:** Ford, Renault, Vans, Washbox **Sections:** Trending --- ### [Hong Kong Ballet Channels Bruce Lee, Disco and More](https://musebyclios.com/advertising/hong-kong-ballet-channels-bruce-lee-disco-and-more/) **Published:** May 27, 2026 **Author:** David Gianatasio **Content:** Whether you get your kicks from classic kung fu flicks or raucous retro nightlife, the Hong Kong Ballet has you covered. Design Army teamed up with the troupe for a stylized photo series that explodes across screens, pages and billboards with arabesques, clenched fists and kinetic nostalgia. “The campaign celebrates Hong Kong’s golden era of the 1970s, when East met West, disco met Canton pop and Bruce Lee became a global symbol of movement, discipline and style,” says agency CCO and co-founder Pum Lefebure. “The audience goes far beyond traditional ballet lovers,” she says. “It’s for people passionate about art, culture, fashion, cinema, design and dance—for anyone drawn to bold creativity and storytelling.” The work trumpets HKB’s 2026-27 season, spotlighting the world premiere of a ballet inspired by the life of Lee. Five decades ago, the combat sports legend and action star redefined martial arts cinema. His impact still resonates today. ![Group of martial artists in white gis with black belts perform high kicks in a neon-lit training space.](https://cdn.musebyclios.com/wp-content/uploads/2026/05/27160929/BRUCE-4.jpeg)“We wanted to prove ballet doesn’t have to feel sleepy or conventional,” says Lefebure. “It can be daring, sexy, athletic, emotional and deeply connected to culture. Through dance, we’re telling the story of Hong Kong—with Bruce Lee as its ultimate icon.” ![](https://cdn.musebyclios.com/wp-content/uploads/2026/05/27161608/BRUCE-2.jpeg)The team approach the campaign like an editorial fashion spread, blending throwback aesthetics with modern touches and futuristic flair. The imagery’s consistently compelling, fusing physical agility and motion with dashes of broad humor. This stuff transcends geography with no translation required. Plus, we get shiny outfits. What’s not to like? ![](https://cdn.musebyclios.com/wp-content/uploads/2026/05/27160954/BRUCE-6.jpeg)“Traditionally, ballet is seen as soft, delicate, pastel,” Lefebure explains. “We wanted to challenge that—celebrating strength, power and athleticism, especially in the male dancers. Every hand gesture, kick, pose and leap becomes part of a visual language that never stands still.” ![](https://cdn.musebyclios.com/wp-content/uploads/2026/05/27161025/BRUCE-8.jpeg)Naturally, HKB dancers appear in the work, unaided by AI. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/05/27161052/BRUCE-3.jpeg)The push will appear across social, digital OOH and print, mainly throughout Asia. ![Dancer in a yellow bodysuit leaps mid-air through a stairwell, holding two yellow batons as HK Ballet branding appears in the corner.](https://cdn.musebyclios.com/wp-content/uploads/2026/05/27160910/BRUCE-5.jpeg)**CREDITS** DESIGN ARMY Co-Founder & Chief Creative Officer: Pum Lefebure Co-Founder & Chief Executive Officer: Jake Lefebure Executive Creative Director: Sucha Becky Creative Directors: Heloise Condroyer, Mariela Hsu Design Team: Richard Liu, Molly Stotts Production Manager: Dri Donely PHOTOGRAPHY Photographer: Dean Alexander 1st AD / Producer: Erin Siegler Retouch: Kristen Monthei MAKEUP Lead Make-up Artist: Heisan Hung Make-up Artist: Chi Chi Li, Vanessa Wong Jovy Chai, Elaine Lai, Tsz Yan Ng Nail Artist: Sophie Lefebure HAIR Lead Hair Stylist: Him Ng Hair Stylist: Cooney Lai, Winky Wong, Kolen But WARDROBE TEAM Wardrobe Stylist: Christine de Lassus Tailor: Jerman Chu Styling Assistant: Cassie Lam, Colla Ng, Evelyn Chang PRODUCTION TEAM Producer: Agnes Chan & Ariel Au from THE BESTIES Production Manager: Mandy Fung Production Assistant: Ashley Chan, Samson Chan Yiu ART DEPARTMENT Art Director: Gary tam Art Team: Heidi Ng, Kumi, Caster So LIGHTING TEAM Gaffer: Ming Suet Lighting Team: Samuel Chan, Alan Yau, Jason Li HONG KONG BALLET Artistic Director: Septime Webre Director of Marketing: Alexia Chow Marketing Manager: Anson Ho ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Design Army, Hong Kong Ballet **Sections:** Entertainment, Trending --- ### [K-Pop Kingpins BTS Groove With Oreos](https://musebyclios.com/music/k-pop-kingpins-bts-groove-with-oreos/) **Published:** May 28, 2026 **Author:** David Gianatasio **Content:** Nothing goes better with K-pop better than limited-edition brown-sugar-pancake-flavor creme Oreos. Want proof? Mega-band BTS can’t get enough of that sweet, co-branded stuff. Oreo developed a sweet filling inspired by Korean street food and favored by BTS. The group had a hand in the confection design, which rocks eye-catching purple wafers. The initiative plugs into several trends, leveraging K-pop’s global continued popularity and creating a collectible asset for Gen Z and millennial fans. What’s more, [music videos boosting products and services](https://adage.com/brand-marketing/aa-music-videos-gap-hawaiian-tropic-lume-diablo/) are all the rage these days. So naturally, BTS spins a track—”Hooligans”—in the advert below. “Today’s consumers crave genuine, joyful connections over traditional advertising,” says Oreo VP Matt Foley. By partnering with a cultural powerhouse like BTS, “We are tapping into a deeply engaged, cross-generational community.” The Martin Agency, Publicis Group, The Team and Plan’It contributed to the campaign. Ojun Kwon directed the video. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Music **Tags:** BTS, Oreo **Sections:** Entertainment, Trending --- ### [Etsy Wants to Help Us 'Celebrate Being Human'](https://musebyclios.com/advertising/etsy-expands-focus-to-celebrate-being-human/) **Published:** May 26, 2026 **Author:** David Gianatasio **Content:** In the numbers game of life, consumers can count on Etsy for handmade goods that rise above the machine-produced fray and deliver deeper meaning. The online marketplace makes that point in a fresh brand push breaking today via the Orchard agency and Love Song director Jess Kohl. Themed “Celebrate Being Human,” the work’s minute-long anthem offers a montage of moments big and small. We see everyday people sharing, caring, struggling—simply living their lives—with jewelry, clothing and crafts from Etsy tastefully woven into the story. Each frame illustrates simple yet heartfelt narration: “We get about 26,823 days,” the ad begins. “\[We get\] 76 summers. We’ll have around 12 jobs. Ten fresh starts. Six best friends. Four best dog friends.” Orchard creative director Christine Taffe provides the voiceover. Originally intended as a scratch read, her warm, relaxed delivery impressed the team so much that it made the final cut. The words and visuals feel sincere but not maudlin. They vibrantly underscore a shift in the brand’s strategy, with this work focused on buyer experiences after a few years with [sellers and partnerships in the spotlight](https://musebyclios.com/advertising/how-etsys-celebrity-partnerships-with-kacey-musgraves-and-others-create-a-bigger-stage-for-sellers/). Etsy’s been on a roll of late, with [strong Q1 revenue gains](https://finance.yahoo.com/markets/stocks/articles/etsy-q1-2026-earnings-beat-132225112.html). This work aims to maintain momentum while expanding the brand message through a firm but gentle tug on the heartstrings. “‘Celebrate Being Human’ started with thinking about the utter preciousness of our lives,” says Orchard ECD Heather Larimer. “We focused on the adventure of a single human lifespan—how few summers we actually get, how many great loves we’ll experience, how many pets we’ll have. These milestones are important to celebrate. And Etsy has a role to play in elevating them.” “And while it’s never been easier to choose something mass produced and cheap, it’s never been more important to choose something human-made, original and specific to the person buying it.” Indeed, the notion of enumerating lives feels both universal and personal. And this familiar trope is particularly on point for Etsy. Mementos can help us recall and cherish people, times and places. If they’re crafted with love and care, that makes them even more special. “That idea felt especially relevant for younger audiences, who are redefining what deserves to be celebrated,” brand CMO Brad Minor tells Muse. “Many are delaying or reconsidering traditional milestones, but they are not opting out of meaning. They are finding it in more specific and everyday ways. This campaign speaks to that shift. It says ‘these moments count, and they deserve to be marked.’” When folks look back at their Etsy purchase history, “They see pieces of their own story like the gift they gave, the home they made, the person they were becoming,” he says. “That is what makes Etsy fundamentally different from other marketplaces.” From a business standpoint, “We want to help people better understand when they should consider Etsy. We want to be the first place people think of when they are celebrating the moments that matter.” The initiative launches today across the U.S. and U.K. with TV, streaming and social in the mix. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Ad of the Week, Advertising **Tags:** Etsy, Orchard **Sections:** Trending --- ### [Wayne Rooney Recites Shakespeare for Nike x Palace Ahead of FIFA World Cup](https://musebyclios.com/sports/wayne-rooney-recites-shakespeare-for-nike-x-palace-ahead-of-world-cup/) **Published:** May 27, 2026 **Author:** David Gianatasio **Content:** *“This blessed plot, this earth, this realm, this England.”* Pitch legends Wayne Rooney and Jill Scott raise national pride to Shakespearean levels in a bold, at times bombastic (but unfailingly sincere) World Cup collab from Palace Skateboards and Nike. Rocking a puffed Elizabethan collar, Wayne recites timeless lines from *Richard II*. As he speaks, an intense exploration of British fandom unfolds, courtesy of Stink Studios and directing duo [Burnermunde](https://stinkfilms.com/directors/burnermunde/) (Mustafa “Musti” Mohamoud and Arran Ashan). The 2-minute film’s appeal to national pride seeks to promote an upcoming Nike x Palace capsule collection. Rooney and others in the ad model some of that gear. Leveraging soccer’s biggest showcase as World Cup fever rises, the approach fuses fantasy segments (Scott kicks a ball at Stonehenge) with slice-of-life vignettes (there’s a sweet wedding scene plus celebrating fans). Wayne did an excellent read: down to earth and heartfelt, with a compelling touch of drama. ([David Tennant’s](https://www.youtube.com/playlist?list=PLPm0ujupS6fJzo5W3RJFGhdBKdrHggOJ7) feeling nervous today.) “At its core, we wanted to reimagine what England means,” Burnermunde says in press materials. “Not in a grand, patriotic way. More like: this is what it is. England isn’t one thing. It’s always changing.” Creative director Stuart Hammond helped develop the campaign with Nike and Palace’s in-house teams and VFX director Finn Dove. The work rolls out this week across social channels. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Sports **Tags:** Nike, Palace, stink studio, World Cup **Sections:** Entertainment, Trending --- ### [Jamie Reilly of Moment Factory: The Wall Between Event Marketing and Entertainment Will Dissolve](https://musebyclios.com/partner-content/jamie-reilly-of-moment-factory-the-wall-between-event-marketing-and-entertainment-will-dissolve/) **Published:** May 26, 2026 **Author:** Shahnaz Mahmud **Content:** [Jamie](https://www.linkedin.com/in/jamie-reilly/) is General Manager of Sports & Entertainment at Moment Factory. Muse spent a few minutes with Jamie to learn more about her background, her creative inspirations and recent work she’s admired. ![Portrait of a smiling woman with short blonde hair in an office setting, blurred background behind her](https://cdn.musebyclios.com/wp-content/uploads/2026/05/21081415/jamie.jpeg)Jamie ReillyJamie, tell us … ### Your most important creative inspirations, and some recent stuff you love, in the events space or otherwise. I recently went to see [Masquerade ](https://masqueradenyc.com/)in New York, and it stayed with me for weeks. I was moved by how this human, tactile, and hectic experience felt so authentic, allowing something real and raw to emerge. Inside this carefully constructed [Phantom of the Opera ](https://en.wikipedia.org/wiki/The_Phantom_of_the_Opera_(1986_musical))world, the close proximity between guests and the ritualistic atmosphere made people more open and curious about one another. It was interesting to watch how people transformed once they were given permission to disappear a little behind a mask. It reminded me that the experiences we create have the power to temporarily shift behavior and open up a much-needed space for collective connection. ### Talk about the importance of live events. They seem more vibrant than ever these days. People are looking for experiences that feel real. After years of living through screens, digital content, and online stimulation, there’s a growing desire for collective moments in the real world. Even the most digital-native companies, such as [Netflix ](https://en.wikipedia.org/wiki/Netflix)and [Epic Games](https://store.epicgames.com/?lang=en-US), are turning to location-based experiences to immerse their audiences in physical environments. What we see is that the projects that resonate most today are the ones that create real connection through shared, authentic experiences and that it is the emotional resonance that builds loyalty and lasting cultural relevance. What is interesting in the live-events world is that people have fully integrated this shift, and we are now seeing innovations in venues that provide truly dynamic solutions. Projection mapping, for instance, is shifting from a simple add-on into something modular, immersive and embedded into the environment. But innovation isn’t just about technological advancements. It is mainly about the creative use of technology within a specific place, which is what gives it meaning. In fact, technology is even more powerful when it works silently behind the scenes to make a space feel alive and magical, without taking center stage. In recent years, we’ve seen new business models emerge, such as programmable spaces, which allow event organizers to seamlessly integrate immersive content into venues. This enables spaces to be rapidly transformed and tailored into distinctive atmospheres that adapt to each client’s and brand’s needs. At [Cipriani 25 Broadway](https://www.25broadwaynyc.com/), for example, we’ve embedded high-end multimedia elements directly into the infrastructure. It becomes a living canvas where brands and artists can step in and start immediately. By offering a built-in library of digital layers and adaptable content, we remove the friction between the idea and its execution, allowing stories to be told within this New York City landmark architecture. ### How can curious brands dip their toe in this vibrant medium? The beauty of immersive experiences is that they allow brands to move beyond the surface and express their true essence. Even at a small scale, it’s about shifting from simply showing a message to designing experiences people can step into and feel part of. A good place to begin is by looking at existing physical touch points. A flagship store entrance, VIP lounge, or pop-up booth can become an opportunity for branded storytelling, centered around a single core emotion rather than trying to communicate everything at once. It’s a simple yet powerful way for brands to test how their audience responds. Brands should focus first on creating meaningful, purposeful interactions with their audience, and then on ROI. If you prioritize moving the audience and building emotional resonance, ROI naturally follows, and people become ambassadors who continue to engage over time. ### Conversely, what should brands avoid when getting immersive? They need to approach immersion as a completely different storytelling language. The most common pitfall is treating an immersive environment like a screen used to flash logos or products. Immersion engages all the senses; it’s an orchestration of light, narrative and sound in a space. The magic happens when these elements come together to transform the atmosphere of a place, allowing people to genuinely connect with a brand’s values and story in an authentic way, creating a deeper and more personal bond with the brand. ### What recent projects are you especially proud of? Moment Factory continues its longstanding collaboration with [Phish](https://en.wikipedia.org/wiki/Phish), leading creative and show direction for a [Sphere concert series](https://momentfactory.com/products/phish-the-2026-sphere-residency) of nine shows across three weekends. From an iridescent spider’s web to a vibrant bubblegum universe and a surreal hotdog spaceship odyssey, every concept is displayed at a monumental scale that organically adapts to the band’s live improvisation. The shows include a [virtual lighting rig](https://momentfactory.com/blogs/news/phish-at-shere-2026) that pays tribute to Phish’s iconic physical light rig directly on Sphere’s immersive 160,000 sq. ft. media plane, operated live directly from the lighting console. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/05/21085850/PHISH.jpg)Phish at Sphere 2026, photo by Alive Coverage.Transforming the [Barnabeu’s](https://en.wikipedia.org/wiki/Bernab%C3%A9u_(stadium)) corridors into a [multi-level gamified journey](https://momentfactory.com/products/realmadrid-games) of friendly competition, this permanent installation combines interactive technology, immersive media and storytelling to deliver a [Real Madrid](https://en.wikipedia.org/wiki/Real_Madrid_CF)-themed experience for fans and visitors. The course guides guests from “rookie” status to elite team members, placing them at the heart of the action through connected devices, custom avatars and real-time progress tracking. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/05/21090026/SPORTS.jpg)Realmadrid Games, Moment Factory.The [“Perpetual Story Machine”](https://momentfactory.com/products/milken-center) at the [Milken Center for Advancing the American Dream](https://www.mcaad.org/) was a multi-room attraction combining immersive storytelling, innovative technology and interactive gameplay. The goal was to bring the essence of the American Dream to life. The journey unfolds in stages, starting with an interactive game where guests repair the machine’s broken mechanics to prevent its precious stories from disappearing. They then enter the core of the magical device and travel through different eras and across America, encountering first-person accounts inspired by true events. Each story immerses them in a unique environment with a distinct aesthetic. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/05/21090212/HOL.jpg)The Perpetual Story Machine, Moment Factory.### Where do you see event marketing going in the next few years? What should we look for in terms of innovation? I could write a book on where we’re headed, but the core of it is this: over the next two years, the wall between event marketing and entertainment will completely dissolve. We are moving away from passive consumption toward a world of participatory storytelling, where a brand’s message isn’t something you look at, but something you inhabit. ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** Partner Content **Tags:** Moment Factory **Sections:** Community Voices, The Clios --- ### [DéVon Christopher Johnson of BOMESI on Bringing More Ad Dollars to Diverse Media](https://musebyclios.com/2-minutes-with/devon-christopher-johnson-bomesi-on-bringing-more-ad-dollars-to-diverse-media/) **Published:** May 23, 2026 **Author:** Shahnaz Mahmud **Content:** [DéVon](https://www.linkedin.com/in/devonchristopherjohnson/) is the cofounder of BOMESI (the Black Owned Media Equity & Sustainability Institute) and founder/CEO of BleuLife Media Group. He built his company from a single publication, *Bleu Magazine*, into a multimedia platform serving diverse audiences worldwide, partnering with brands like Pfizer, Nivea, BMW and Coach. DéVon began his career at Def Jam Records and went on to work with Universal and Warner Music Group, collaborating with artists including Jay-Z, LL Cool J and Mariah Carey. We spent two minutes with DéVon to learn more about his background, his creative inspirations and recent work he’s admired. DéVon, tell us … ### Where you grew up, and where you live now. I was born in Queens but grew up from the age of two in Uniondale, a village on Long Island with the most amazing neighbors and kids my age (which came in handy as an only child when it came to playmates). Now I reside in another awesome village: Harlem, Manhattan. The sense of community, family and faith are connectors between both places. Different geographically, same heartbeat. ### A moment from high school or college that changed your life. I was able to travel to London and Paris in high school. To see the world not as words in a history textbook, but to actually stand at [Versailles](https://en.wikipedia.org/wiki/Palace_of_Versailles) or outside [Buckingham Palace](https://en.wikipedia.org/wiki/Buckingham_Palace), gave me a greater contextual understanding of what’s possible. I grew up in a small town, but that trip confirmed something I already felt: My inquisitiveness to see more was never going to stay contained. I’ve since visited 55 countries, and I’m still counting. ### A book, movie, TV show or podcast you recently found inspiring. I’ve been rewatching [Succession](https://en.wikipedia.org/wiki/Succession_(TV_series)) and catching [Kevin Hart’s](https://en.wikipedia.org/wiki/Kevin_Hart) [“Funny AF”](https://www.netflix.com/title/82054722) on Netflix. One is a drama, the other comedy-reality. But both are populated with ambitious characters who feel deserving of more and are actively forging a path to get it. The through line for me is always: Who has power, who should, and why the gap exists. I find a storyline and pull from it exactly what I need to fuel my own pursuits. ### A recent project you’re proud of. [BOMESI Summit 2026](https://bomesisummit.org). We are in our fifth year and back in Detroit June 3-6. The theme is “Building the Infrastructure for Media, Brands and Capital.” There is a $5.3 trillion multicultural consumer market in this country. Less than 2 percent of advertising spend currently reaches diverse-owned media. The summit is where we try to move that number by getting media owners, brand leaders and investors in the same room and creating conditions for real deals and accountability. Detroit keeps being the right place for it. The city’s history with Black ownership and resilience belongs in that conversation, and we try to honor that in how we build the program. ### Your main strength as a creative person. I’ve always been able to see beauty in business. You can’t have one without the other. Creativity has value. Whether it’s a painting that sells for serious money or a social media post that shifts how someone sees the world—it all matters. I’ve been part of creating many beautiful things. To do it consistently, I’ve made a business of it. ### Your biggest weakness. I move fast and I expect everyone around me to have already thought through what I’ve already thought through. I have to remind myself that everyone has their own process. ### What would you be doing if you weren’t working in media. Something that still involves building systems for people who’ve been underestimated. Maybe teaching. Or something in socioeconomic policy or community development. The medium would be different. The mission probably wouldn’t be. I’ve never been drawn to media for the glitz. I’m drawn to it because it’s one of the most powerful levers for how communities see themselves and how the world sees them. If that lever didn’t exist, I’d be pulling a different one. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:daveg@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Advertising **Tags:** Bomesi Foundation **Sections:** Community Voices --- ### [Inside Barbour's Series Exploring the Natural World](https://musebyclios.com/musings/inside-barbours-series-exploring-the-natural-world/) **Published:** May 27, 2026 **Author:** David Gianatasio **Content:** Barbour’s “It’s a Way of Life” documentary series, housed on its website, Instagram and YouTube channels, now runs across 22 episodes, the latest featuring naturalist, author and TV host Monty Don. With each episode carefully designed to reflect the craft and heritage of the brand, the brand series represents the antithesis of the “hard sell.” Shot by a skeleton crew, with fast-turnaround edits, the speed of production belies the careful thought and planning poured into each installment. Operating a small team has the benefit of making both the filming and end result feel more intimate, offering a “behind the scenes” aspect to the storytelling. The latest episode featuring Don at his farm in the Black Mountains of Wales was filmed in one day. Now in his 70s, Don’s passion for the natural world shines through. Interviewing him felt like a genuine conversation with a friend, helped by the fact that filming took place on his farm, his sanctuary. Hosting the team in his kitchen and sharing lunch on his patio, we observed birds of prey through his binoculars as we chatted about the local landscape. Monty described how the bluebells and the violets are “the ghosts of forests before.” His golden retriever, Ned, was always nearby. Play Barbour’s social-led series has been running since October 2023, with each video featuring an individual who lives by the brand’s values. Whether or not they are celebrities or influencers rarely matters. This is not the point. Rather, each show is designed as a true collaboration and conversation. Despite the streamlined, super-quick turnaround, this initiative represents one of the most popular pieces of Barbour’s organic content. And while aspirational, the key to its success is authenticity. Rather than arriving at a shoot with lots of heavy lighting equipment, we operate a tight-knit team. Our recently implemented Super 8 filming techniques have also fed into the nostalgic, romantic, authentic, almost vintage feel. With each episode, our teams reach out to relevant individuals and manage narrative development. But we tell a different story each time. Following a day’s shoot, the next day we move straight into edit and post-production. The client then reviews footage and we make social edits. But the work is rapid, propelled by a clearly articulated brand vision. What drives the strategy and makes the work sing is remaining true to the root of the idea. The series must never feel forced. The point is to engage through real people aligned with the luxury brand’s values such as the importance of craft, community and the natural world. Celebrating a slower pace of life through content celebrating nature, community, heritage and the British countryside is a privilege. In a world saturated with content aiming to sell, the series represents an opportunity to create something different. While Monty, who has been a staple of British television for over three decades, was the perfect embodiment of Barbour values, we have also enjoyed conversations with a diverse array of individuals. These range from an East London-based cyclist to the owner of Britain’s highest pub, the Tan Hill Inn in the Yorkshire Dales. These stories tell themselves when there is trust, shared vision and genuine marriage of values. The series is in itself a testament to the importance of craft, executed with patience and care. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings **Tags:** Barbour, GAIN **Sections:** Community Voices, Entertainment, Lifestyle --- ### [BuzzBallz Grabs All the Attention. That Makes Streaker Steve Mad](https://musebyclios.com/sports/buzzballz-grabs-all-the-attention-that-makes-streaker-steve-mad/) **Published:** May 21, 2026 **Author:** David Gianatasio **Content:** Is anything as amusingly cringe as an aging streaker shaking his assets and cursing fate now that BuzzBallz ready-to-drink cocktails have stolen his thunder? The brand vividly answers that question in the (thankfully) G-rated clip below. The spot arrives ahead of the FIFA World Cup, touting BuzzBallz limited-edition “SoccerBallz” flavors in special team cans. Back in the ’80s, Steve was “the talk of the tournament” and fodder for screaming tabloid headlines. “Now,” he laments, “I run across a field—no one even cars. Only balls they care about is BuzzBallz. Nobody cares about poor old Streaker Steve anymore. I’M MAD!” Dude, we feel your pain. Now put on some pants. Erich & Kallman developed the campaign with The Shop (the in-house agency of BuzzBallz parent Sazerac). Director [Torstein Bjørklund](https://torsteinbjorklund.com/) of Arts & Sciences fills each frame with raw lunacy. “Filming old naked people gives you a lot of humor for free, so this was kind of a dream job for me,” Bjørklund tells Muse. “But versatile as I am, in the future I might consider scripts with clothed young people too.” Launching this week, the push runs through June 20 across Meta, TikTok and YouTube, with brief edits designed for maximum sharing. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/05/21114829/BALLS.jpeg) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Sports **Tags:** BuzzBallz, Erich & Kallman, World Cup **Sections:** Trending --- ### [Why Some Brands Just Show Up in Culture, While Others Belong There](https://musebyclios.com/musings/why-some-brands-just-show-up-in-culture-while-others-belong-there/) **Published:** May 21, 2026 **Author:** David Gianatasio **Content:** Early on in a client relationship, I was invited to attend a basketball game in our client’s suite. We were in town for a series of in-person working sessions to kick off strategy and a brand expression refresh. The invite to the game was a nice change of pace in the getting-to-know-you phase when you get to learn about the company culture as a part of the work itself. It was also a moment to see one of their flagship sports partnerships live. Fifteen minutes into the game, our client pointed across the court and said, “Hey, there’s our CEO. He has his own seats. He’s a BIG fan. Like a super fan.” She said it with an aura of fondness, as if his idiosyncrasies made her like him even more. Those are the types of interactions that give you the sense people genuinely admire and like working with him. I found myself checking in on him throughout the game. I caught him instinctively stand for a steal that led to a fast break, throw his hands up at the ref for a foul call in a big moment and lean in at a pivotal time. I also noticed that when their sponsorship activation came up during a timeout, he was locked in. Over the course of the game, I realized that this CEO was a vivid representation of how brands are experienced in cultural settings. Fans filter brands through their fandom, and get invested in how the brand shows up. Soon, we started asking different questions about the reasons behind the refresh. We imagined the brand as an embodied presence alongside the CEO at the game. Would he be proud to share his moment with the brand? Would he take it around and introduce it to people at the game? Or would he try to leave it in the seats? **The slide we’ve all written.** I’m talking about that slide that makes the case for how powerful collective, cultural moments can be for brands. It is always built on metrics like audience size, attention, engagement and emotional connection, with some syndicated data about fandom sprinkled in. There’s always a bit about how the opportunities for content extensions can amplify that even further. It’s a persuasive slide because culture is an effective strategy. As a result, brands are investing in cultural content now more than ever. Content marketing is a half-trillion-dollar industry, projected to climb. But it also frames culture as a media opportunity with the end goal of maximizing exposure. As a result, the work that comes from these slides tends to skew towards visibility and presence at the expense of belonging. **The cultural commitment spectrum.** The visibility-driven strategic argument gets the brand into the arena, but that can’t be where the brand stops. It’s our job as strategists and marketers to imagine how the brand shows up in culture. People we’re trying to reach know the difference between a brand that bought its way in and those that belong there. It often comes down to commitment. Cultural commitment is a spectrum and people are good at *feeling* where your brand is on it. If it doesn’t feel right, the audience can be unforgiving. **The first degree of commitment is presence.** Smart brands that pick the right events, placements and partnerships. This is where many brands stop. But stopping here can feel like being visible instead of meaningful. **The second degree of commitment is fluency.** Every culture has its own language, signals, codes and symbols. Brands that live here have done their homework. But fluency without relationships can still leave your brand on the outside. **The third degree is participation.** This is where culture thrives. It means understanding participation, exchange and contribution. When brands take their partnerships into this space, it signals belonging. **Real cultural commitment is a gradient, not a switch.** [Unrivaled Basketball](https://musebyclios.com/sports/unrivaled-basketballs-kirby-porter-on-building-a-brand-that-empowers-female-athletes/) has become one of the most exciting spaces in women’s hoop culture because it is player-owned, athlete-driven and fiercely followed by fans. Xfinity understood this and treated their partnership not as an awareness vehicle, but as a cultural space. They helped expand the league to new cities and connected player performance with fan experiences. Their [Gradient Ticket](https://www.instagram.com/reels/DFGUICuBp6C/) became a signature experience. If your player hits the game winner, you get to meet her. Through their brand, they transformed spectators into participants and earned their place in culture. **Earn your invitation:** The CEO sitting in the stands isn’t comparing what he experiences to the media plan. He’s watching his team. The one that’s on court and the one that puts his brand in the moment with him. He knows if the brand is enriching the experience because every fan does. Brands that are present in cultural moments are either adding to the experience or interrupting it. That’s cultural commitment at its simplest. The question is: If your brand was in the stadium with a fan, would it be invited back? ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings **Tags:** Langrand, Unrivaled **Sections:** Community Voices --- ### [StreetEasy Lets Fans of NYC Book Reservations for 20 Years in the Future](https://musebyclios.com/advertising/streeteasy-helps-new-yorkers-book-reservations-for-20-years-in-the-future/) **Published:** May 20, 2026 **Author:** David Gianatasio **Content:** Let’s snag some slices at Roberta’s Pizza in Brooklyn. Does May 2046 work for you—around noon? Zillow StreetEasy just partnered with select NYC hotspots and cultural institutions for a campaign that lets folks go online today and book reservations for 20 years hence. The initiative, themed “Reserve Your Future,” celebrates the real-estate brand’s 20th anniversary and represents the evolution of its [“Be a Forever New Yorker”](https://musebyclios.com/advertising/streeteasy-says-be-a-forever-new-yorker/) campaign. Along with Roberta’s, participants include the Guggenheim, Playwrights Horizons, Russ & Daughters and more. This clip breaks it down: Play “Select one of our 12 iconic NYC spots from [the dropdown menu](http://reserveyourfuture.nyc), fill out the simple booking form, and you’ve made a real reservation in 2046,” Evan Carpenter, group strategy director at Mother New York, which developed the campaign, tells Muse. “Each participating venue will make good faith efforts to honor all reservations and provide a comparable experience where possible.” The team hit on the notion while striving to craft a program that didn’t feel like traditional category fare. Instead of dwellings per se, NYC’s breadth and variety became the focus. “We explored many directions, from IRL activations to partnerships,” Carpenter says. “But when we saw this idea, we felt the energy and opportunity of it,” with authenticity stemming from StreetEasy’s status as a New York-only brand. As ever, the target consists of prospective first-time buyers. “That audience spans all demographics but is unified by a desire to make this city a place they put down roots,” Carpenter says. Keeping StreetEasy top of mind is paramount, along with bolstering the brand’s local bona fides. By teaming up with beloved NYC institutions, StreetEasy enhances its own status, Carpenter says. “It helps us deliver the important perception shift that StreetEasy isn’t just for that next lease,” he says. “We’re here for the long term. For people considering buying and wanting to make New York their forever home.” ![](https://cdn.musebyclios.com/wp-content/uploads/2026/05/20095534/street-R.jpg) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Mother, StreetEasy **Sections:** Trending --- ### [The Forgotten Value of Mentoring Junior Staff](https://musebyclios.com/musings/the-forgotten-value-of-mentoring-junior-staff/) **Published:** May 20, 2026 **Author:** David Gianatasio **Content:** I was a junior copywriter once. I sucked fairly badly for longer than I should have. But despite my suckery, an agency took a chance on me, paid me peanuts, hazed me mildly and taught me to be better. Even if I didn’t realize it then, I was making them better, too. This tradeoff is important and getting depressingly rare. We need to fix that. But first, let’s acknowledge all the legit reasons why we’re bringing on less juniors these days. Timelines are too compressed to allow for teaching the inexperienced. Remote work makes Zoom-based mentorship hard and lame. Juniors still cost money that eat up our increasingly infinitesimal margins. AI does our grunt work for free. Plus, the rigors of onboarding. Did I miss anything? Don’t care. Here are the better reasons you should ignore all those reasons and engage more juniors… **Juniors add sweet to our sour** All of us mid-to-senior level folks can’t help but be a bit jaded with the current state of our industry. This work has gotten harder, faster and more thankless. We remember the “good old days” and grump levels are rising. But I’ve noticed that with the mere presence of ambitious juniors who truly want to be there, it’s a lot harder for veteran staffers to stay so salty. Enthusiasm and ambition is contagious. Juniors make us all grow up while also reminding us who we were before we learned too much. It’s almost magical. **Teaching juniors teaches the teachers** Mentoring takes hours we don’t have, but it’s worth it. The act of teaching forces us to clearly articulate the things that have become instinctive. That clarity helps us better understand and improve our process. There’s plenty of research that shows mentoring increases job satisfaction for mentors and can reduce our burnout. When someone is learning from you, the work becomes generational. **Juniors make us cooler, bruh** Agencies justify writing big checks for trend reports. Well, juniors are walking trend reports! They help us keep up with cultural shifts, platform-best practices and what is or isn’t currently cringe. Trend reports don’t come with visceral reactions. **Juniors aren’t asking for riches. Or commitment** The job market ain’t a fun place for recent grads right now. AI is sucking up entry-level positions and even internships are grossly competitive. It’s brutal and sad. Our recent experience has been that juniors aren’t looking for fat checks or even full-time jobs. They are happy to get training in the field they’re passionate about, build their skills and bulk up the experience section of their resume. This can start as a low-commitment, low-risk exercise and grow from there. It’s a win-win. We all started as an inconvenient experiment. We took someone’s precious time, asked too many questions and made messes. If we want an industry with a future, we need to invest more in people who don’t know what they’re doing yet. That very inexperience makes the rest of us better. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings **Tags:** dna&stone **Sections:** Community Voices --- ### [The Sonic Guys Return in Commercials for Jiffy Lube](https://musebyclios.com/advertising/the-sonic-guys-return-in-commercials-for-jiffy-lube/) **Published:** May 19, 2026 **Author:** David Gianatasio **Content:** Old pitchmen never die. They just change brands and keep on riffing. T.J. Jagodowski and Peter Grosz used to crack wise in [spots for Sonic Drive-In](https://www.youtube.com/watch?v=QTldRc_Di5U). They attained iconic status, of a sort, during the 2010s, before the brand phased them out a few years ago. Now, BarkleyOKRP, the agency behind some of those ads, has reunited the duo in Jiffy Lube commercials breaking this week. It’s like déjà vu all over again, with the pair trading quips in a car. Though this time, instead of Sonic burgers, they’re hyping 15-minute oil changes and other JL services. Props for this self-aware allusion to their previous commercial gig: Pete: OK, fast and easy oil change, then let’s go get some grub. T.J. (nods): You can’t grub without a reliable car. Pete: Well, you could eat at home, too. T.J. (makes disgusted face): People do that?! Pete: Yeah, all the time. People make food in their homes and it doesn’t involve a car at all. Their schtick feels comfortably familiar, but with a fresh focus. And the guys—seasoned improvers with tons of experience working together—haven’t lost a beat. Plus, one brand borrowing pop-culture cred and nostalgia from another should generate extra interest as the work rolls out across TV and digital. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** BarkleyOKRP, Jiffy Lube, Sonic Drive-In **Sections:** Trending --- ### [Harry's Slick Humor Leads Our 5 Ads of the Week](https://musebyclios.com/advertising/harrys-slick-humor-leads-our-5-ads-of-the-week/) **Published:** May 21, 2026 **Author:** David Gianatasio **Content:** ### Bestie: With Harry’s, You Don’t Need Big Bucks to Smell Great This one’s extra thick with silly self-awareness, as Golden LA and director Saman Kesh spin decades-spanning yuks for the grooming products brand. Highlights include gushing oil wells, corporate intrigue and the joys of affordable body wash. [Read More](https://musebyclios.com/advertising/harrys-says-you-dont-need-to-strike-oil-to-get-a-great-shave-and-smell-great/) **And in no particular order…** ### Can Robert Irwin Outrun 100 Inflatable Crocodiles for Columbia Sportswear? The conservationist and TV host displays impressive dance moves as he leaps through the Outback, leading fake crocs on a merry chase. Adam&Eve\\TBWA handled creative development. [Read More](https://musebyclios.com/film-tv/can-robert-irwin-outrun-100-inflatable-crocodiles-for-columbia-sportswear/) Play ### ‘Ashley Barrett’ From ‘The Boys’ Stars in Liquid Death Collab Fans of exploding heads are in for a treat. Colby Minifie—playing her vice president character from the Amazon series—gives a press conference that goes off the rails. Anyone got a mop? [Read More](https://musebyclios.com/film-tv/ashley-barrett-from-the-boys-stars-in-liquid-death-tie-in/) Play ### The Sonic Guys Return in Commercials for Jiffy Lube Pop culture reinvents itself, or something, as T.J. Jagodowski and Peter Grosz trade burgers and shakes for oil changes. The pair reprise their Sonic characters or yore for Jiffy Lube in fun, word-a-second spots from BarkleyOKRP. [Read More](https://musebyclios.com/advertising/the-sonic-guys-return-in-commercials-for-jiffy-lube/) ### Danny Trejo Wields a Machete for Mountain Dew The beloved Hollywood tough guy means well. But who knows what his monkey sidekick has in mind? Goodby Silverstein & Partners created absurdist shenanigans for Dew’s Baja Blast. [Read More](https://musebyclios.com/film-tv/danny-trejo-wields-a-machete-for-mountain-dew/) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Columbia Sportswear, Harry's, Jiffy Lube, Liquid Death, Mountain Dew **Sections:** Entertainment, Trending --- ### [Entrepreneur Chantell Preston: Building Platforms That Shift Narratives for Women](https://musebyclios.com/2-minutes-with/entrepreneur-chantell-preston-building-platforms-that-shift-narratives-for-women/) **Published:** May 18, 2026 **Author:** Shahnaz Mahmud **Content:** [Chantell](https://www.linkedin.com/in/chantellpreston/) is a seasoned healthcare executive with over 25 years of experience. She is also a women’s sports investor and co-founder/co-owner of League One Volleyball (LOVB) San Francisco. As CEO of Preston Partners, she works with organizations on strategic planning and leadership development. Earlier, Chantell served as CEO of Facilities Management Group, where she oversaw healthcare facilities in Texas and Nevada, leading the company through regulatory challenges and strategic shifts to ensure long-term success. We spent two minutes with Chantell to learn more about her background, her creative inspirations and recent work she’s admired. Chantell, tell us… ### Your earliest sports memory. Playing baseball with the boys being the only girl that played in the state of Oklahoma. I loved the feeling of pushing, performing and being seen for what I could do—not who people thought I should be. ### Your favorite athlete(s). I respect athletes who tell the truth with how they show up: [Abby Wambach](http://Abby%20Wambach), [Simone Biles](https://en.wikipedia.org/wiki/Simone_Biles) and [Jordan Larson](https://en.wikipedia.org/wiki/Jordan_Larson). Not just in dominance, but ownership—of their voice, their presence, their impact. ### Your favorite sports show or podcast. The [Fox Sports ](https://en.wikipedia.org/wiki/Fox_Sports_(United_States))documentary [*You See L.A.*](https://www.imdb.com/title/tt39310000/) I’m interested in what’s real—what’s happening behind the scenes. The conversations where athletes drop the mask a little. ### Your favorite sports movie. [*Remember the Titans*](https://en.wikipedia.org/wiki/Remember_the_Titans). Because it’s not really about football. It’s about leadership, identity and what happens when people are forced to grow. ### A recent project you’re proud of. Building platforms that create access and shift narratives for women. Whether that’s through my [League One Volleyball ](https://www.lovb.com/)team in San Francisco, my [podcast](https://www.chantellpreston.com/podcast) or my new book, [*The Success Lie*](https://www.simonandschuster.com/books/The-Success-Lie/Chantell-Preston/9781637635186). ### What sports can do that nothing else can. Sports expose you. There’s no hiding. They show you who you are under pressure. And they give you a chance to rewrite that, over and over. That’s powerful. ### What you’d be doing if you weren’t in the sports world. Still building. Still leading. Creating spaces for women to step into their power faster—just in a different arena. Because for me, it’s never just been about sports. It’s about impact. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:maher.labban@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Advertising, Sports **Tags:** League One Volleyball, Preston Partners **Sections:** Community Voices --- ### [Joy Allen-Altimare of Vella Bioscience on the Shift Toward Patient-Led Care](https://musebyclios.com/2-minutes-with/joy-allen-altimare-of-vella-bioscience-on-the-shift-toward-patient-led-care/) **Published:** May 25, 2026 **Author:** Shahnaz Mahmud **Content:** [Joy](https://www.linkedin.com/in/joy-a-50a7906/) has over 25 years of experience leading brand innovation, growth and commercialization across evolving markets. She currently serves as president of Vella Bioscience, a company focused on advancing women’s sexual and hormonal health with rigor, clarity and empathy. She oversees strategy across brands, products, operations and external engagement, supporting women throughout their full hormonal lifecycle—from menstruation to menopause. We spent two minutes with Joy to learn more about her background, her creative inspirations and recent work she’s admired. Joy, tell us … ### Where you grew up, and where you live now. I grew up in Chattanooga, which gave me a strong sense of grounding and perspective early on. I spent nearly 25 years in New York City, where I built my career. Recently, our family made the decision to move to Grand Rapids, Mich.—a shift to create a different pace and provide our daughter with a more balanced, supportive environment as she moves through those formative middle and high school years. It’s been an important reset in many ways. ### How you first got interested in health. My interest in health evolved over time through the roles I’ve had the privilege to take on. At [EHE Health](https://ehe.health/?utm_source=google&utm_medium=cpc&utm_campaign=brandedsearch&utm_term=ehe%20health&gad_source=1&gad_campaignid=9571706525&gbraid=0AAAAACfgs78T_1j0P3vZ2w_uQh69-JTG1&gclid=Cj0KCQjw_b_QBhCSARIsAP6hR4eJjzhQgb-8qj_v9xhjnszVXsf2qnWBsi4_HgxLaJjk8XClK8TrbLsaAvyEEALw_wcB), I saw the power of preventive medicine—what happens when you intervene before something breaks. At [Kindbody](https://kindbody.com/), I stepped into reproductive and fertility health, where the emotional and clinical dimensions of care intersect in very real ways. And now at [Vella](https://vellabio.com/?srsltid=AfmBOopxE4WLANknMEDBOngilhlpcZamepEHvrTG4K7UDssLDAFObX7N), I’m focused on hormonal and sexual wellness—an area that’s long been overlooked, but deeply tied to identity, confidence and quality of life. The through line has always been the same: helping bring visibility, credibility and access to areas of health that have historically been underserved. ### One of your favorite projects you’ve ever worked on. Helping scale Kindbody during a time when fertility was shifting from a private conversation to a more open, culturally relevant one. It wasn’t just about building a brand. It was about helping people feel seen in something that had previously felt isolating. That kind of work stays with you. ### A recent project you’re proud of. At Vella, we’re building something that sits at a very unique intersection—clinical rigor and real human experience. We take complex science and translate it into something that is not only understandable, but truly felt in someone’s daily life. ### One thing about how health is evolving that you’re excited about. We’re finally seeing a shift toward more personalized, preventative and patient-led care. People are no longer waiting to be told what to do. They’re asking better questions, seeking out information and expecting more from the systems around them. That’s especially true in women’s health, where the bar is rising quickly. ### Someone else’s work, in health or beyond, that you admired lately. I’ve always been drawn to the work of [Esther Perel](https://en.wikipedia.org/wiki/Esther_Perel). While not traditional “health” in the clinical sense, the way she explores relationships, intimacy and human connection feels deeply relevant. She has a way of making complex emotional dynamics feel both accessible and intellectually rigorous. It’s a reminder that health isn’t just physical—it’s relational, psychological and deeply human. ### Your main strength as a marketer/creative. I’m able to connect strategy to storytelling in a way that feels both clear and culturally relevant. I like taking something complex, distilling it down to what actually matters and building from there. ### Your biggest weakness. I have a high bar, and I don’t tend to lower it. The upside is quality. The trade-off is that I have to be very intentional about where perfection actually matters, and where progress is more important. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:emily.seal@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Advertising, Health and Wellness **Tags:** Vella Bioscience **Sections:** Community Voices --- ### [Global Greats From Samsung, McDonald's, Brahma Beer](https://musebyclios.com/worldviews/global-greats-samsung-mcdonalds-brahma-beer/) **Published:** May 19, 2026 **Author:** David Gianatasio **Content:** Here are some superior campaigns that broke far and wide in recent weeks, selected by Muse sibling [Ads of the World](http://adsoftheworld.com). ### Samsung, ‘India on Watch’ Agencies: Cheil x Stom Productions Shot across India with real travelers rather than actors, this Samsung Watch campaign embraces an honest, documentary-style approach built around movement, spontaneity and lived experience. Using lean crews and flexible itineraries, the film followed journeys from Kochi and Munnar to Kashmir, where the team travelled with the nomadic Gujjar tribe through remote mountain landscapes. Rather than dominating the narrative, the Samsung Watch quietly integrated into daily life. It tracked routes, weather, altitude and heartbeats while reinforcing the campaign’s focus on the human connection. [Read More](https://www.youtube.com/watch?v=W4EDBTkMnuQ) Play ### McDonald’s, ‘My Many Mothers’ Agency: Leo Manila McDonald’s Philippines celebrates the collective nature of caregiving in “My Many Mothers,” a film built around the idea that it takes a village to raise a child. Reflecting the realities of modern Filipino families, the work highlights how motherhood is often shared among relatives, neighbors and friends who step in with care and support. By recognizing these everyday acts of devotion, the film expands the definition of motherhood. [Read More](https://www.adsoftheworld.com/campaigns/my-many-mothers-2810228a-0b23-431c-bec4-c7fd6dcb3b1e) Play ### Brahma Beer, ‘Let Yourself Believe’ Agency: Africa Creative This fun spot follows a skeptical Brazilian who rediscovers his belief in the national team after witnessing an improvised street match that captures the spirit of football. By blending nostalgia with spontaneity, the campaign celebrates the talent, unpredictability, and joy that have long defined the identity of Brazilian football across generations. [Read More](https://www.adsoftheworld.com/campaigns/ta-liberado-acreditar-let-yourself-believe) Play ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Worldviews **Tags:** Brahma, McDonald's, Samsung **Sections:** Trending --- ### [Sesame Street Characters Support Moms' Mental Health](https://musebyclios.com/health/sesame-street-characters-support-moms-mental-health/) **Published:** May 20, 2026 **Author:** David Gianatasio **Content:** Baby Cookie Monster and Elmo are real handfuls for their moms? Who’d a thunk it? Maternal patience wears thin in the Ad Council’s latest mental health PSAs breaking this week. They’re part of the org’s long-standing collaboration with [Sesame Workshop](https://sesameworkshop.org/). Of course, all mothers feel overwhelmed sometimes and could use help and understanding. Who better than Jim Henson’s beloved characters to put that reality in perspective? [Past efforts](https://musebyclios.com/music/big-bird-elmo-and-their-friends-support-kids-mental-health/) have focused on kids’ mental health. This round stresses whole-family wellness through its mom-centric appeal. Specifically, the work “aims to help address the need for messages that speak directly to the experience of early motherhood,” Heidi Arthur, chief campaign and program officer at the Ad Council, tells Muse. “We’re helping encourage moms to care for their minds—and in turn their little ones—as they adjust to new physical, emotional and lifestyle challenges.” The Sesame tie-in brings “multigenerational credibility,” allowing the team to make “a complex topic more relatable, approachable and actionable,” she says. Huntsman Mental Health Foundation and the Arthur M. Blank Family Foundation fund the initiative. [Matt Vogel](https://www.mattvogel.com/director) directed this latest iteration. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Health and Wellness **Tags:** Ad Council, Sesame Street **Sections:** Entertainment, Lifestyle --- ### [Canal+ Says 'Everything Can Wait' During FIFA World Cup](https://musebyclios.com/eurovisions/canal-says-everything-can-wait-during-fifa-world-cup/) **Published:** May 18, 2026 **Author:** David Gianatasio **Content:** Here are some notable European campaigns that broke in recent weeks, selected by Muse sibling [Ads of the World](http://adsoftheworld.com). ### Canal+ SuperSport, 2026 FIFA World Cup – ‘Everything Can Wait’ Agencies: BETC Paris • Havas Johannesburg SuperSport has unveiled its official 2026 FIFA World Cup campaign celebrating a continent united by football. Built around the reality that matches will air deep into the African night, the film embraces devotion over exhaustion, showing streets, offices and markets falling silent. Alarm clocks are ignored, schedules abandoned, and family dinners delayed, reinforcing a simple truth: when the World Cup is on, everything else can wait. [Read More](https://www.adsoftheworld.com/campaigns/2026-fifa-world-cup-everything-can-wait) Play ### Lidl Finland, Barbecue Piper Agency: Nord Helsinki After a long Finnish winter, Lidl welcomes the return of barbecue season with a playful, cinematic campaign directed by Pete Riski via the Directors Guild Helsinki. The film stars chef and TV personality Henri Alén as the “Pied Piper of Grills,” leading the nation into summer. As he plays a melody, grills emerge from winter storage and spring to life, illustrating the anticipation and joy of firing up BBQ season once again. [Read More](https://www.adsoftheworld.com/campaigns/barbecue-piper) Play ### Piraeus Bank, ‘The Third Wish’ Agency: The Newtons Laboratory A familiar fantasy setup unfolds as a man wandering through a dim antique store discovers a dusty lamp and summons a genie offering the customary three wishes. Luxury quickly follows in the form of a supercar and beach house. But the film’s punchline arrives with the ultimate request: tickets to the 2026 EuroLeague Final Four, positioning the event as even more coveted than wealth or extravagance. [Read More](https://www.adsoftheworld.com/campaigns/the-third-wish) Play ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Eurovisions **Tags:** Canal+, Lidl Finland, Piraeus Bank **Sections:** Trending --- ### [With Harry's, You Don't Need to Strike Oil to Look and Feel Your Best](https://musebyclios.com/advertising/harrys-says-you-dont-need-to-strike-oil-to-get-a-great-shave-and-smell-great/) **Published:** May 18, 2026 **Author:** David Gianatasio **Content:** Who needs a billion bucks or mad woodworking skills when you’ve got Harry’s body wash and razors? Not the guys in new commercials from the shaving brand and Golden LA, that’s for sure. Saman Kesh directed a pair of rollicking fantasies that roll out this week across video platforms and social. In each, average dudes imagine themselves living wild (and silly) lives very different from their mundane existence. Jokes fly fast and furious as decades unfold in each tale. The goal: Hype Harry’s wares with shareable humor in a style similar to the brand’s [past funny forays](https://musebyclios.com/advertising/harrys-wins-over-naysayers-in-mock-doc/). These razors are for everyman. Wealth and accomplishment may be the dream, but a comfy, affordable shave is available right now. First, our hapless hero spends years in a remote cabin making chair after chair until he gets it right: In the end, we’re told, “Harry’s can’t make you good with your hands. But you’ll get a well-crafted shave for a price that won’t ruin your life.” Next, we learn that striking oil isn’t all it’s cracked up to be. Lather up with Harry’s instead. Much less boardroom intrigue—and the price is right: ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Ad of the Week, Advertising **Tags:** Golden LA, Harry's **Sections:** Lifestyle --- ### [Lauren Westberg of Precision AQ on Building and Leading Teams](https://musebyclios.com/partner-content/lauren-westberg-of-precision-aq-on-building-and-leading-teams/) **Published:** May 20, 2026 **Author:** Shahnaz Mahmud **Content:** [Lauren](https://www.precisionaq.com/expert/lauren-westberg) is executive vice president and managing director of Precision AQ Advertising (formerly PRECISIONeffect), bringing more than 25 years of industry experience, including 19 years with Precision AQ. Under her leadership, the advertising team has earned significant industry recognition, including the Agency on the Rise Manny Award, MM+M Gold awards for Best Digital Initiative and Best TV Advertising Campaign. Lauren is also a recipient of the PM360 Elite Award for Mentorship, reflecting her long‑standing commitment to developing talent and driving meaningful impact for patients. Prior to joining Precision AQ, Lauren worked at agencies specializing in sponsorship and promotion for consumer technology brands. She serves on the board of the Medical Advertising Hall of Fame and as vice president of Membership for the Glass Slipper Guild, an organization that supports fundraising efforts for Children’s Hospital Orange County. Lauren earned a B.A. in Political Science from UCLA, where she was also captain of the UCLA Women’s Volleyball Team. ### How did you first get interested in health? My dad was a physician at [City of Hope](https://www.cityofhope.org/?adgroupid=148716363329&utm_term=city%20of%20hope&device=c&invsrc=4okcb14cv6ggo52&gclsrc=aw.ds&gad_source=1&gad_campaignid=19665987790&gbraid=0AAAAAC6rR083EAHO3WoYfWWK_vYysw1U4&gclid=CjwKCAjw5ZXQBhBdEiwAI5XVWYfUpHv7fgv-MnvdfXflemlPxBct_NfJoAxjG3owi_1jAzHE_Jo1NBoCPkIQAvD_BwE) his entire career. He was also an inventor, with eight U.S. patents. He was always sketching, building, and innovating. Because of that, the development of new tests, devices and therapies fascinated and excited me and I knew I wanted to help these innovations reach the patients who needed them. ### What is a recent project you’re proud of? I am very proud of a recent patient campaign we created for a long-time client in rare disease. Based on an insight from the president of the organization, we helped develop a patient campaign largely social media based that triggered patients to consider if current therapies could be failing, and whether it may be time to discuss an alternative treatment with their physician. I am proud of this campaign not just because of the quality of work, the awards it won and the business impact it has had in its short time in the market. But also because of the emails and calls we’ve received from the patient ambassadors who participated in the videos featured in the campaign. They have told us that they finally feel seen and heard, that they are thrilled more light is being shed on their disease, and that they are grateful to have been part of the work we developed. That is something to be proud of. ### Is there something people might find surprising about you? I was captain of the UCLA Women’s Volleyball Team my junior and senior year. I was definitely not the best player on the team, but I was the hardest working. And I have loved building and leading teams ever since. ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** Partner Content **Tags:** Precision AQ **Sections:** Lifestyle, The Clios --- ### [Danny Trejo Wields a Machete for Mountain Dew](https://musebyclios.com/film-tv/danny-trejo-wields-a-machete-for-mountain-dew/) **Published:** May 19, 2026 **Author:** David Gianatasio **Content:** You wash up on an island and come face to grizzled face with Danny Trejo, who’s brandishing a machete and acting all weird. Luckily, it’s just a kooky Mountain Dew commercial from Goodby Silverstein & Partners. The beloved Hollywood tough guy’s on hand to tout tropical-lime Baja Blast via absurdist humor for the Gen Z crowd. And there’s a monkey to help with twist caps. But you probably guessed that already. Hungryman’s [Dan Opsal](https://hungryman.com/directors/dan-opsal) directed, with a remix of Annie Lennox’s “No More I Love You’s” providing a neat, nostalgic earworm bubbling through the piece. Breaking this week across TV and digital platforms, the work continues the PepsiCo property’s streak of notable celebrity appearances and long tradition of leveraging edgy comedy in its commercials. In the same vein, an ad with singer Seal [portraying an actual seal](https://musebyclios.com/super-bowl/for-mountain-dews-big-game-spot-seal-plays-an-actual-seal/) ranked among the most memorable spots of the 2025 Super Bowl. A year earlier, Aubrey Plaza and Nick Offerman drolly [repped Baja Blast in the Big Game](https://www.youtube.com/watch?v=n9G1bpVZu-g), generating considerable buzz. [This time-travel foray](https://musebyclios.com/advertising/mountain-dew-travels-back-to-1948/) from a few weeks back doesn’t feature stars, but provides an amusing tie-in with America’s 250th birthday that felt definitively on brand. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Film and TV **Tags:** Goodby Silverstein & Partners, Mountain Dew **Sections:** Entertainment, Trending --- ### [Will McGinness of Venables Bell on Google Fiber and Scout Motors](https://musebyclios.com/2-minutes-with/will-mcginness-of-venables-bell-on-google-fiber-and-scout-motors/) **Published:** May 17, 2026 **Author:** Shahnaz Mahmud **Content:** As partner and CCO, [Will ](https://www.linkedin.com/in/will-mcginness-8906501/)has played an integral part in Venables Bell’s momentum. He has spearheaded award-winning work for clients, including Chipotle, Audi of America, REI, Google, Reebok and Intel. Prior to VB+P, Will spent seven years at Goodby, Silverstein & Partners, where he was an associate partner and creative director, and a force behind the agency’s rapid reinvention from a traditional model to a more integrated one. His work for clients include Sprint, Doritos, and Nintendo. We spent two minutes with Will to learn more about his background, his creative inspirations and recent work he’s admired. Will, tell us … ### Where you grew up, and where you live now. I grew up just outside of New York and now live in the Bay Area. ### How you first realized you were creative. When I started messing with my younger sister’s mind. My stories got wildly elaborate for no reason. At one point I had her convinced a family of minotaurs lived in our grandmother’s woods. ### A moment from high school or college that changed your life. Spending a night in jail made it very clear I never wanted to go back. ### Your most important creative inspirations, and some recent stuff you love. I’m in museums a lot. [Kehinde Wiley’s](https://en.wikipedia.org/wiki/Kehinde_Wiley) *[An Archaeology of Silence](https://kehindewiley.com/exhibitions/2022-2/)* and [Ragnar Kjartansson’s](https://en.wikipedia.org/wiki/Ragnar_Kjartansson_(performance_artist)) [*The Visitors*](https://en.wikipedia.org/wiki/The_Visitors_(installation)) really stuck with me. ### One of your favorite creative projects you’ve ever worked on. [“Nick’s First Pitch”](https://www.venablesbell.com/work/nicks-1st-pitch) for [Google Fiber ](https://en.wikipedia.org/wiki/Google_Fiber)stands out. Building a tele-robotic pitching machine—so an isolated kid could throw the first pitch from 1,800 miles away—felt equal parts insane and meaningful. ### A recent project you’re proud of. Launching [Scout Motors ](https://www.venablesbell.com/work/revival)has been special. Getting to help shape the comeback of an American icon doesn’t come around often. ### Someone else’s work you admired lately. The [Anthropic Claude](https://www.youtube.com/watch?v=kQRu7DdTTVA) work, the [Instacart bananas spot](https://www.youtube.com/watch?v=gTleZejhlqk) and OpenAI’s advertising all feel like a shift. Less noise, more clarity, better ideas. Play ### Your main strength as a creative person. Optimism. ### Your biggest weakness. Also optimism. ### A mentor who helped you navigate the industry. Sally Aldrich, my high school art teacher. She made me want to keep making things. I try to bring that same energy to the people I work with today. ### What you’d be doing if you weren’t in advertising. Selling annuities. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:daveg@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Advertising **Tags:** Venables Bell + Partners **Sections:** Community Voices --- ### [50 and Fired? Why Seniors Shouldn't Be Exiled From the Ad Industry](https://musebyclios.com/musings/50-and-fired-why-seniors-shouldnt-be-exiled-from-the-ad-industry/) **Published:** April 25, 2024 **Author:** Muse **Content:** When I started out in advertising almost 30 years ago, it struck me that there were no old people to be seen anywhere. And with old, I mean 50 years and over. Me and my then teammate started believing in a conspiracy theory that all people were gruesomely eliminated at a certain age. It felt like an episode of Logan’s Run, the cult science fiction film set in a dystopian future where people are killed when they reach the age of 30. In advertising, this age is between 45 and 50. When I turned 45, I stood still in the hallway of the office, waiting for the secret to be revealed. There are two ways to be eliminated: you either get fired or you get tired. In my case, 15 years ago I got fired. But I wasn’t tired. So, I bounced back and today, at 58, I’m still here, having the best years of my life and career. In retrospect, it was a good thing to be slingshot out of my auto-repeat modus 15 years ago, into an upward spiraling movement of continuous renewal. ##### Fired or tired Statistically, I should have known what was coming my way, since only 3 percent of all people in advertising are over 50. As opposed to 33 percent in other industries. These are U.K. figures, but I assume they apply to other countries as well. So, we definitely have a problem with age. And if you dig deeper into those figures, you would see we even have a bigger problem with the combination of gender and age. Why are talents filtered out of the system from the moment they turn 50? One reason is salary: you simply became too expensive. Over the years, you have built a track record and a matching paycheck. This makes you an easy target when cost-cutting is in order. And as you know, since the banking crisis of 2008—plus ensuing the double-digit inflation, economizing clients and numerous mergers—cost-cutting has become a way of life. This means that at a certain age, you are replaced by younger replicas of yourself. You can only justify your salary if you prove you are twice as good and twice as fast. Another reason is bias. Agency folks like to surround themselves with others who share their interests—and those of the same age. Thirdly, some senior profiles just decide to quit, because they get tired. They look for more fulfillment in life and don’t want to go the extra mile anymore for our industry culture which is based on competing and comparing. A vast percentage of seniors use their experience to start teaching in art school or they pursue that long-awaited artist career, where they can finally sign off work with their own name, not a brand’s name. And then you have those who settle for anonymous freelance life, where they are loved by account managers, because they are old enough to take feedback without moaning and groaning. ##### The junior senior Remember the 1988 ad for The Economist? It’s an old-school poster with a headline reading, “I never read The Economist. Management trainee, Age 42.” The ad makes fun of still being a trainee at 42. Today, it should be everyone’s goal to be a trainee at something at the age of 42. And again at the age of 52. Or 62. Be the senior with the attitude of a junior. I may look older than my colleagues, but I never feel it. The Dutch novelist Harry Mulish once said that everyone has a mental age; this is the age you have throughout your life. So, some people are “born old.” And some never grow old. It’s a mental thing. Age should never be something you have to justify yourself for. It’s time for agencies and brands to see the added value of seniors for their business. Don’t forget these are fabulous times to be 50+. Technological evolutions happen so fast, even people in their mid-20s feel they cannot keep up anymore. A Flemish study shows that 1 in 3 youngsters admit technological evolutions outpace them. This puts every age on the same page, I guess. A.I., the metaverse, TikTok, GDPR, Sora—it’s new to everyone, regardless of age. You even have advantages, because everything from your youth is coming back. Tears for Fears and Kate Bush are hits on TikTok. And so is Rick Astley, sadly enough. Your clothes are not old anymore; they’re vintage. ##### The age of ageism The perfect combination is the energy of young employees and the vision of older ones, resulting in richer ideas with greater viability. Here are five ways in which seniors can contribute to the success of an agency. - They offer a different perspective. You could say that our world gets bigger as our eyesight gets worse. Seniors bring a unique perspective based on their years of experience in the industry. They have seen trends come and go, giving them the power to recognize patterns and life cycles more rapidly. - They are good for mentorship. Once you achieve your personal goals, you can start passing on your knowledge. You remain ambitious for yourself, of course, but you become more generous. Seniors can serve as mentors to younger employees but also to the whole industry, sharing their knowledge and skills. - They can bring stability. Seniors often provide stability within a company. They are typically more loyal and less likely to job hop. - They can relate to certain age groups: Older employees might relate better to certain customer demographics, understanding their needs and concerns more effectively due to shared life experiences. - The older you are, the more strategic you become; ideas become a means, not a goal. Being experienced enough, also means that you might know the brand better than most people on the client side. At first, I thought we needed a new term like “sageism” to refer to the richness seniors bring, or “rageism,” a plea to seniors to keep renewing themselves. But let’s keep the term “ageism,” but turn its meaning into something positive. This can become the *age of ageism*, where we celebrate the value and contributions of older employees in the industry. Pro tip: *Don’t look at the physical age, look at the mental age.* ![author avatar](https://secure.gravatar.com/avatar/ed7a852cd63f4539c49f21d191e111483f2ce7edf59bbe46340a7d4e1f4a99e0?s=300&d=mm&r=g) Muse [See Full Bio](https://musebyclios.com/author/rmartinezsprucetech-com/) [ ](https://musebyclios.com/author/rmartinezsprucetech-com/) **Categories:** Musings **Tags:** FamousGrey **Sections:** Community Voices --- ### [It's Time to Unwrap Our Fave Holiday Ads of 2025](https://musebyclios.com/advertising/its-time-to-unwrap-our-fave-holiday-ads-of-2025/) **Published:** December 8, 2025 **Author:** David Gianatasio **Content:** When we began mulling the top holiday campaigns of the 2025, Mobster Santa made us an offer we couldn’t refuse. This year’s spots, by and large, played it safer than ever. But some standouts slid down the chimney. We’ve gathered them here with care. [**Season’s Best: Patreon’s Profane Wiseguy Santa Kicks Tail** ](https://musebyclios.com/advertising/patreons-profane-wiseguy-santa-kicks-tail-for-xmas/)“These reindeer dongs got people horny for podcasts and video and whatever else. That ain’t what the holidays are about! All this digital community crap. It’s about crap, crap! Sh\*t with bows!” Stavros Halikas gifts us with raucous rants that would make an elf blush. He’s Santa. He’s a mafioso. Jingle, jingle, my jabronis! **And in no particular order…** **[L.A. Dodger Freddie Freeman Whiffs in Ryan Reynolds’ SickKids Appeal](https://musebyclios.com/film-tv/freddie-freeman-whiffs-in-ryan-reynolds-latest-sickkids-appeal/)**When one of the Dodgers’ biggest stars visits SickKids hospital in Toronto, he gets exactly the reception you’d expect … they all hate the dude! That’s because L.A. beat the Blue Jays in the World Series. [**UPS Store Asks: Can You ‘Verify You Are Human’ for the Holidays?**](https://musebyclios.com/advertising/ups-asks-can-you-verify-you-are-a-human-for-the-holidays/)Director Gia Coppola CAPTCHAs the true spirit of the season in a quiet spot that serves as a deeper meditation on the human condition. [**Teleflora Presents a Boy and His Bot for Xmas**](https://musebyclios.com/advertising/teleflora-presents-a-boy-and-his-bot-for-xmas/)You can feel this one building to a big, emotional reveal. It still hits like a ton of steel. If you’re not moved, you might be a bot. [**Walton Goggins Plays the Grinch in Walmart’s Black Friday Fantasy** ](https://musebyclios.com/film-tv/walton-goggins-plays-the-grinch-in-walmarts-black-friday-tale/)It’s not easy being green. But Walt emotes his heart out through layers of fur and makeup. Dude nails it and makes the familiar character his own. [**Ikea Canada Stages ‘The 12 Days of Christmas’ in Somebody’s House** ](https://musebyclios.com/advertising/ikea-canada-stages-the-12-days-of-christmas-in-somebodys-house/)“When you’re working with six kinds of birds, you quickly learn that not everything can be perfectly controlled. We embraced chaos as part of the idea, so we let the birds and cows and goats improvise.” [**Benedict Cumberbatch Gets Dramatic in Amazon’s Five Star Theater** ](https://musebyclios.com/film-tv/benedict-cumberbatch-gets-serious-for-the-holidays-in-amazons-five-star-theater/)There’s no need for the Hollywood A-Lister to go off script as he reads actual 5-star reviews. Remember: a bidet can change your life. [**Bryan Cranston Breaks Bad, in the Best Way, as ‘Cranpus’ for Ocean Spray** ](https://musebyclios.com/film-tv/bryan-cranston-breaks-bad-in-the-best-way-as-cranpus-for-ocean-spray/)Riffing on the Xmas horror-comedy [Krampus,](https://en.wikipedia.org/wiki/Krampus_(film)) among other things, the beloved actor locks horns with the holidays. **[In U.K. Charity’s Stark Appeal, ‘Total Eclipse of the Heart’ Takes on Fresh Meaning](https://musebyclios.com/music/in-u-k-charitys-stark-spot-total-eclipse-of-the-heart-takes-on-deeper-meaning/)**This PSA packs a wallop at the end, with a too-familiar track cleverly spun to amplify the message. **[Whisker Introduces the Perfect Present for Your Favorite Cat: a Cardboard Box](https://musebyclios.com/advertising/whisker-intros-the-perfect-present-for-your-cat-a-cardboard-box/)**Do cats like boxes? First we’ve heard of it. As with most things, though, it’s what’s inside that counts. For you festive freaks who simply can’t get enough, **[click here to see all of our 2025 holiday coverage](https://musebyclios.com/tag/holidays/)**. **More Muse roundups that put the year in perspective:** - [The Top Muse News Stories of 2025](https://musebyclios.com/year-in-review/here-are-the-top-muse-news-stories-of-2025/) - [The Most Popular Muse Guest Essays of the Year](https://musebyclios.com/musings/the-top-muse-essays-of-2025/) - [Our Favorite European Ads of 2025](https://musebyclios.com/advertising/our-favorite-european-ads-of-2025/) - [These Trends Rocked Pop Culture in 2025](https://musebyclios.com/year-in-review/these-trends-rocked-the-culture-sphere-in-2025-the-good-the-bad-and-the-chalamet/) - [Here Are Your AI Dos and Don’ts for 2026](https://musebyclios.com/year-in-review/ai-dos-and-donts-for-2026/) - [Our Fave Global Ads of 2025](https://musebyclios.com/worldviews/our-favorite-global-ads-of-2025/) - [The Stories Behind 5 of 2025’s Most Captivating Photos from Getty Images](https://musebyclios.com/year-in-review/the-stories-behind-5-of-2025s-most-captivating-photos-from-getty-images/) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising, Year in Review **Tags:** Amazon, Holidays, Ikea, Ocean Spray, patreon, shelter, SickKids, Teleflora, UPS Store, Walmart, Whisker **Sections:** Trending --- ### [Lessons From the Shein-Everlane Sale: Sustainability on Its Own Is Not a Business Plan](https://musebyclios.com/musings/lessons-from-the-shein-everlane-sale-sustainability-on-its-own-does-not-a-business-make/) **Published:** May 19, 2026 **Author:** David Gianatasio **Content:** “Nothing we do is sustainable.” It’s a bold opening line from the poster child of sustainable retail, Patagonia. It comes from their [](https://www.patagonia.com/progress-report/)[2025 sustainability report](https://www.patagonia.com/progress-report/), and it’s an honest structural admission that most of their peers will never make. Meanwhile, Everlane—or, as one particularly creative social media commentator put it over the weekend, “ForeverLame”—just [sold to Shein](https://www.reuters.com/business/retail-consumer/shein-buys-us-based-apparel-retailer-everlane-puck-news-reports-2026-05-18/) for $100 million. Connoisseurs of the understated-neutrals-and-luxury-basics industrial complex will recognize Everlane as one of the most sustainable brands on the block. Its homepage still invites consumers to “Shop Natural Fibers” and celebrates its Glossy Fashion Sustainable Brand of the Year Award. From 2023. That was the same year its future parent company was facing [](https://www.reuters.com/business/retail-consumer/us-lawmakers-probe-shein-temu-supply-chains-labor-practices-2023-06-23/)[intense congressional scrutiny](https://www.reuters.com/business/retail-consumer/us-lawmakers-probe-shein-temu-supply-chains-labor-practices-2023-06-23/) over allegations its supply chain uses forced labor in China’s Xinjiang region. No one is pretending this is a love match. Major losses and a massive debt pile [have been cited](https://puck.news/everlane-is-selling-out-to-shein/) as the drivers. In the end, it appears there was simply no one willing to buy this company besides Shein. And several pundits have bundled the news with the fate of Allbirds. The sustainable footwear brand recently sold its assets for [](https://finance.yahoo.com/news/allbirds-done-4-billion-brand-190635418.html)[$39 million after a $4 billion peak valuation](https://finance.yahoo.com/news/allbirds-done-4-billion-brand-190635418.html). Sustainability is down two sets to love, the narrative goes. Fast fashion has gobbled up our organically grown hemp sandals. But that narrative misreads what actually happened. Everlane and Allbirds did not fail because their sustainability credentials crumbled. Everlane’s [](https://www.everlane.com/pages/impact-report)[2025 Impact Report](https://www.everlane.com/pages/impact-report) showed a 52 percent absolute reduction in Scope 1-3 emissions against its 2019 baseline. [Eco-Stylist](https://www.eco-stylist.com/we-tested-everlane-and-they-failed/), which failed the brand in 2019, awarded it a passing grade by 2025. [Good On You](https://www.instagram.com/p/DYer_2_jGQG/?img_index=6) rates them “Good.” The sustainability story was, if anything, getting more credible as the business collapsed. They failed because sustainability was the product. When values are the entire value proposition, you are not building a business—you are building a belief system. Belief systems don’t have unit economics. Everlane had no hard commercial problem underpinning the mission: no monopoly to disrupt, no access gap to close, no structural market failure that only they could solve. Instead, it was selling an incredibly commoditized trend where ethics became a set of brand codes and visual cues: clean lines, soft neutrals, a well-lit picture of natural wool spooled atop a rustic workbench. But aesthetic codes don’t build brand loyalty. And morality doesn’t sell yoga pants. In fact, it is structurally impossible for morality to sell yoga pants. Even brands with genuine eco-credentials cannot escape the paradox at the heart of responsible business. Growth means selling more. Selling more means making more. Making more means emitting more. Everlane’s own [impact report ](https://static.everlane.com/impact-report-2025-part-1.pdf?_gl=1*1rojgfe*_gcl_aw*R0NMLjE3NzkxNTgxMTEuQ2p3S0NBanc4YXJRQmhCOUVpd0FmSUtkUWt6cjRXYnN2NlNJdzItVlpWOHVLaDNHVy00Y0diam43eFI0ekVlV2J2Q2Uyd0pZcDVJcHR4b0NqZElRQXZEX0J3RQ..*_gcl_au*MTEwODE4NjMwOS4xNzc5MTU4MTEx*_ga*OTM1ODc3Nzc3LjE3NzkxNTgxMTE.*_ga_WF5LJ1CEFC*czE3NzkxNTgxMDkkbzEkZzEkdDE3NzkxNTgxNTYkajEzJGwwJGgw)acknowledges that carbon emissions per product increased from 2024 to 2025, driven by stronger sales of cashmere, wool and silk—materials “our customers continue to respond to,” but with a higher carbon footprint. Patagonia [](https://www.patagonia.com/progress-report/)[reported the same tension](https://www.patagonia.com/progress-report/): emissions up 2 percent in FY25 and up 25 percent from their 2017 baseline, directly attributable to a shift toward their most popular, most carbon-intensive products. Commercial logic and environmental logic are not the same. When they conflict, commercial logic wins. Every time. “We’re the best available option in a broken system” is a much harder sell than “We’re saving the planet.” But it is also the only honest position available. The counterpoint to Everlane is not a more virtuous sustainable brand. It’s Warby Parker. Same Silicon Valley lineage, same values-led positioning, [](https://finance.yahoo.com/news/warby-parker-announces-fourth-quarter-114500962.html)[first full year of positive net income in 2025](https://finance.yahoo.com/news/warby-parker-announces-fourth-quarter-114500962.html) with 13 percent revenue growth and $95 million in adjusted EBITDA. The difference is not that Warby cares more about the planet. It’s that they built their business by disrupting a genuinely broken market—taking on Luxottica’s near-monopoly on eyewear to make glasses accessible. Its “Buy a Pair Give a Pair” mission and BCorp certification work to amplify that core disruption. Purpose works when the commercial logic already stands up on its own. By making the planet a fashion trend, we doomed it to fall out of fashion. The lesson from Everlane is not that sustainable business is impossible. It’s that sustainability, on its own, was never, and can never be, a long-term business model. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings **Tags:** Environment, Everlane, Fashion & Beauty, Shein **Sections:** Community Voices, Lifestyle --- ### [Calan the Artist's Clio-Winning Film Bows in Greece](https://musebyclios.com/film-tv/calan-the-artists-clio-winning-film-bows-in-greece/) **Published:** May 18, 2026 **Author:** David Gianatasio **Content:** Fierce battles—for our health, freedom, personal and community improvement—often require tapping into massive reserves of energy. After the whirlwind, *rest* becomes essential. Body, mind and soul need space and time to revive and recalibrate for what lies ahead. Such pauses allow for reflection and deep contemplation. You can’t map out the future without understanding how you’ve gotten where you are. [Calan the Artist](https://www.instagram.com/calantheartist/) brings this message to the masses in her 2023 Grand-Clio-winning film, [“Black Woman Are Resting.”](https://musebyclios.com/advertising/see-the-top-winners-at-the-2023-clio-cannabis-awards/) At the height of Covid-19, Calan was diagnosed with Type 1 diabetes and told she had less than one week to live. Digging deep, she proved the doctors wrong. Calan flourished and made the doc after attending a retreat in Jamaica. Its 10 minutes focus on her journey of spiritual rebirth and creative rejuvenation. The film’s themes are universal and more relevant than ever. In today’s unsettling world, the opportunity to catch a breath and take stock really resonates. Today, via [69&Sunny](https://www.sunny69.com/) in Philadelphia, Calan strives to help the creative workforce imagine fresh possibilities and build systems that support their dreams. What’s more, “Black Women Are Resting” is currently featured at [Diaspora: A Garden in Dialogue](https://www.facebook.com/haris.vourliotis/posts/diaspora-%CE%B4%CE%B9%CE%B1%CF%83%CF%80%CE%BF%CF%81%CE%B1-a-garden-in-dialogue-at-heartbeatink-gallery-athens-curated-by/10243095177814124/), a global exhibition for afro-feminist artists. The showcase runs through June 2 in Athens, Greece. Muse caught up with Calan to chat about that international premiere and gauge how far she’s come in recent years. ### Where were you born and raised? My dad named me after a drug, Calan, also known as Verapamil—I reduce blood pressure. I was born in Columbus, Ohio. I’m a Midwestern girllll and my high-school-sweetheart parents, with my brother and me, moved outside Philadelphia when I was about 6 years old. My father led marketing in the pharmaceutical industry, which is huge in Pennsylvania. I studied at Temple’s Tyler School of Art for design, where I met my art-school Sweetheart. ### What inspired you to walk a creative path? And why choose filmmaking? Watching MTV and VH1 before school, anytime music and video came together, I was in love. What a medium. I started capturing my own video—being with friends, high school parties. My first true film was when I was in my 20s. I filmed my grandmother Ellen on the porch, a few years before she passed away. ### Talk about the genesis of “Black Women Are Resting.” I didn’t realize it at the time, but “Black Women Are Resting” became my personal artifact and mantra to choose rest. As a passionate entrepreneur, running towards everything, I hit a wall when Covid came. The virus brought new cases around the world for Type 1 diabetics, and I was one of them. My sweetheart and I decided, as our music career was taking off, that it was time to leave Philadelphia. We didn’t make it to L.A. I spent a week in the ICU and a whole year understanding my T1D. Then, my father-in-law fell from his roof, catapulting us into even more caregiving. Thank goddess for Ms. Peachie Wimbush-Polk, who asked me to join her luxury retreat. “Come heal,” she said, “this is all about resting.” 26 Black women from their 20s to their 80s on the cliffs of Negril, Jamaica, for 5 days. I had never been to an island or a retreat and with that high of a price-tag. I decided that the only way I could go was if I could make a film. The rest is fate. Play ### What challenges did you face making the film? My first independent film—phew, what things didn’t I face? Before the film: sourcing the partners to help us get there financially! Thank goodness for host Adam Senior of The Hip Hop Self podcast for giving me my first $1,000. His belief told me this was possible. If it wasn’t for our sponsors—Hip Hop Self, PAX, 69&Sunny, 1906, and GreenThumb Industries—the film wouldn’t be here. Next biggest challenge: I was healing, so my emotions were ever-flowing. There was so much happening. I was crying so hard, I literally would have to stop in the middle of editing because I couldn’t see through my tears. I was the director, producer, DOP, post-production person, tour manager—I did it all. I’m so grateful for my journey. I learned so much and I’m still learning every day. ### If viewers learn one thing from the project, what should it be? Rest is not optional, it’s first. This is our birthright. Also, let the resting Black women (who took care of everything and everyone for generations) be your guide and inspiration. Enjoy. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/05/18091915/calan-1.jpg)### The international premiere is in Greece—and that has special meaning? I minored in Ancient Minoan Art History, so having my art make it \[to Greece\] before me feels surreal. I’m grateful. I want the world to know that prioritizing your rest is the healthiest thing you can do. ### What’s next for you? More social good! Since this film, my career dreams are continuously coming true. We finally made it to L.A. to visit and were invited to a celebrity’s backyard Halloween party. What a dream. Now, I get to teach accessible entrepreneurship at [69×2030](https://69x2030.substack.com/about), a founder community for creators in Philadelphia. I teach them how to get their dreams and invest in the local projects they believe in—including their own. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Film and TV **Tags:** Black Women at Rest, Clio Awards **Sections:** Community Voices, Entertainment --- ### [Zack Teachout of Hovercraft: Bad Ideas Can Serve the Greater Good](https://musebyclios.com/2-minutes-with/zack-teachout-of-hovercraft-bad-ideas-can-serve-the-greater-good/) **Published:** April 28, 2026 **Author:** Shahnaz Mahmud **Content:** [Zack](https://www.linkedin.com/in/zack-teachout/) is a founding partner of Hovercraft, part of Hovercraft Ventures, which seeks to reimagine how people experience brands. Hovercraft has worked with Coinbase, Converse, EA Sports, H&M, Jordan, Nike, Bounty and more. We spent two minutes with Zack to learn more about his background, his creative inspirations and recent work he’s admired. # Zack, tell us … ### Where you grew up, and where you live now. I grew up in New England and have been West Coasting it in Oregon for 16 years. ### How you first realized you were creative. It really clicked for me in high school. I took an art class elective and discovered painting and pencil drawing was a hidden talent. I vividly remember pretending to go to bed. And after my parents went to sleep, I stayed up until 4 a.m. drawing a realistic pencil portrait of [Snoop Dogg](https://en.wikipedia.org/wiki/Snoop_Dogg) on my floor. ### A moment from high school or college that changed your life. I was politely asked to leave the [Pratt Institute](https://en.wikipedia.org/wiki/Pratt_Institute) two years into studying architecture. But that unlocked a drive that still pushes me to this day. I jumped right into working in architecture with a bit of a white-lie resume stating I wanted to experience the industry before finishing my degree. I was fortunate enough to land at a firm in Boston that was design-focused doing international work, while most of my friends were investing several years in a degree that most don’t use to this day. ### Your most important creative inspirations and some recent work you love. Art, architecture, graphic design, action sports, basketball and the outdoors are all pieces to the inspiration puzzle that keep me creatively charged. I visited the new [Meta](https://en.wikipedia.org/wiki/Meta_Platforms) store on Melrose in L.A. Putting Meta and skate culture in the same sentence was something I expected to roll my eyes at, because frankly, you should. But I didn’t. It was purposeful, very intelligently done and nothing felt forced. The mix played out perfectly with interactive and immersive experiences. A classic “don’t judge a book by its cover” moment. ### One of your favorite creative projects you’ve ever worked on. A [Nike Basketball ](https://www.nike.com/basketball)project to launch [Ja Morant’s](https://en.wikipedia.org/wiki/Ja_Morant) first signature during the [NBA All Star](https://en.wikipedia.org/wiki/NBA_All-Star_Game) weekend when Salt Lake City was the host. It was post-Pandemic, so not much had been happening in the world of activation and retail experience for a couple years. Longtime client and collaborator (now teammate) [Noah Wilson](https://www.linkedin.com/in/noahpwilson/) brought us the project. The brief was wide open. There was no campaign, just an athlete, a shoe and a location. We designed a pop-up retail interior built entirely out of sculpted ice with a massive snow sculpture outside and dropped it in the middle of the city. We did the supporting graphic work and an apparel capsule collection. It was everywhere in pop culture at the moment, still gets referenced and really marked that brand activation work was back. Great team effort, and shout out to [Sharon Feinblatt](https://www.linkedin.com/in/sharon-feinblatt-87558a7/) for producing the work from the Nike side. ### Someone else’s work you admired lately. [Victor Solomon](https://vsvsvsinc.com/), has been fun to watch from his first artworks to reimagining NBA trophies and rings, and even his very recent Nike collaboration—the [Foamposite](https://www.nike.com/w/foamposite-shoes-5j7dazy7ok)—feels like a complete reinvention, footwear as sculpture. For a studio, [Brinkworth](https://brinkworth.com/) continues to impress with their retail work. ### Your main strength as a creative person. Quick thinking and not being afraid of sharing a bad idea in our team setting. We’re in a position to land one great idea per project. And time and time again, it’s proven that the lesser ideas help form the final campaign. Bad ideas can serve the greater good. ### Your biggest weakness. Editing. I get excited about everything, and have come to accept my biggest life challenge will be continuing to learn purposeful restraint and editing. It applies to my work, words and hobbies. Less can be, and often is, more. I need to embrace that more to become a strength instead of a constant hurdle. ### A mentor who helped you navigate the industry. [Tarek Hassan](https://www.linkedin.com/in/tarek-hassan-bb7583197/), founder of [Concepts](https://cncpts.com/pages/about-us?srsltid=AfmBOooZ9R3nXR7UvcOb6ujJRdXP0wnHSCMlRB1KflQqccF1n-PBA-6R), which is one of the most influential sneaker and culture stores ever. He ultimately opened the door and invited me into his world, which exposed me to this industry in my mid-twenties. He invited me into the design process and I took the latest [Nike SB](https://www.nikesb.com/) drops and occasionally a little cash in trade. That led me to exit formal architecture and join a small creative studio doing retail, trade show and graphic work. That studio, [Soldier Design](https://creativesoldier.com/), was run by [Bobby Riley, ](https://www.linkedin.com/in/bobbyriley/?locale=ja)who was tight with Tarek and had been involved in Concepts from the start. Bobby had done a stretch at [Burton ](https://www.burton.com/us/en/home)prior to starting Soldier, so they had a lot of snow sports work. As a snowboarder, I was into it. That’s what opened the door into the world I’ve now spent the majority of my life invested in. ### What you’d be doing if you weren’t in advertising. I want to say I’d still be in architecture designing large scale buildings. But I’m sure I would have become bored with the drawn-out process and rigidity of the industry. I would have ended up doing something else with more action and unpredictability. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:amy.corr@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Advertising **Tags:** Hovercraft, Hovercraft Ventures **Sections:** Community Voices --- ### [Kim Wijkstrom of Vanda Pharmaceuticals on the AI Revolution in Health Marketing](https://musebyclios.com/2-minutes-with/kim-wijkstrom-of-vanda-pharmaceuticals-on-the-ai-revolution-in-health-marketing/) **Published:** May 19, 2026 **Author:** Shahnaz Mahmud **Content:** [Kim](https://www.vandapharma.com/en/about/corporate-officers/joakim-wijkstrom) has served as SVP and CMO of Vanda Pharmaceuticals since 2019. Previous stints include senior posts at One Main Financial and Perry Ellis. Kim also worked at agencies including TBWA\\Chiat Day, BBDO and Crispin Porter + Bogusky, where he developed campaigns for Absolut, Apple, Volkswagen, Activision, Cunard and more. We spent two minutes with Kim to learn more about his background, his creative inspirations and recent work he’s admired. # Kim, tell us … ### Where you grew up, and where you live now. I grew up in Yekepa, Liberia; Gothenburg, Sweden; and Old Greenwich, Conn. I currently live in Washington, D.C. ### How you first got interested in health. My parents were very much about living a healthy lifestyle. When I was at [Chiat Day](https://en.wikipedia.org/wiki/TBWA%5CChiat%5CDay), I read an article (in 1998) by [Holman W. Jenkins](https://en.wikipedia.org/wiki/Holman_W._Jenkins_Jr.) called [“Is Advertising the New Wonder Drug?,”](https://www.wsj.com/articles/SB890771071150346500) which argued that campaigns successfully drove consumers to seek medical care, thus “curing” a huge number of people who otherwise might not have sought medical attention. I found this very interesting, both as a testament to the power of advertising and the specific social benefit healthcare marketing generates. Like many, I was also underwhelmed by the quality of pharmaceutical commercials. It occurred to me that the opportunity existed for creative disruption in this space. ### One of your favorite projects you’ve ever worked on. Creating [“Absolut Pictures.”](https://www.trendhunter.com/trends/absolut-vodka-presents-lemon-drop) This was a global cinema campaign. Directors would create a fake movie trailer as a tribute to a genre or to honor a celebrated filmmaker. Think [Spike Lee](https://en.wikipedia.org/wiki/Spike_Lee) creating his take on a [Pedro Almodovar](https://en.wikipedia.org/wiki/Pedro_Almod%C3%B3var) movie, but in a trailer format. ### A recent project you’re proud of. The ongoing launch of [Nereus](https://nereus.us/?gad_source=1&gad_campaignid=23699739061&gbraid=0AAAABDN71XL56LObdMaW4Y4JgndeoZYkk&gclid=Cj0KCQjwiJvQBhCYARIsAMjts3KFYrTVY1tHlajldi7dZrhyVL6_mBWc2aIXd2IyzWvnBg_JuLFzergaAig1EALw_wcB) (tradipitant) for prevention of vomiting caused by motion sickness, our first DTC effort. ### One thing about how health is evolving that you’re excited about. There are lots of reasons to be hopeful about what AI can do for health and research. But from a communications point of view, there’s a bit of a revolution in the quality and innovation of marketing occurring in the space as well. ### Someone else’s work, in health or beyond, that you admired lately. In insurance, [Progressive](https://www.progressive.com/lp/auto-compare/?code=8004309007&se=Google&kwd=progressive&mt=e&psd=c&spn=g&adid=388529672840&adpos=&phone=80043&srcfrc=true&gad_source=1&gad_campaignid=46369760&gbraid=0AAAAAD3nXWQDfCDWLB_BhKwyfyLbXlqs2&gclid=Cj0KCQjwiJvQBhCYARIsAMjts3IFnfGksTHZ3r1NqFgZMemo48bizbT87DT2O1So2Srmc9nYYJO8NngaAnw4EALw_wcB) and [Liberty Mutual ](https://www.libertymutual.com/multi-online-quotes?selectedOpt=auto&cid=ppc&cmpgncde=290&keyCode=ISPMB0G0&src=im-dpds-brd-ggl_22674363575_kwd-37159040__190997142411&gad_source=1&gad_campaignid=22674363575&gbraid=0AAAAAD2rSD27Le75BgVa68yZ7pfXq7pJl&gclid=Cj0KCQjwiJvQBhCYARIsAMjts3K2f5XBHTkD5HSrwUt3aGX4iayntj1_0K1txT8oxMVRwNB9QCA0D8QaAvdHEALw_wcB)([Goodby Silverstein](https://en.wikipedia.org/wiki/Goodby,_Silverstein_&_Partners)) keep doing great work. The new [Huggies campaign](https://mischiefusa.com/work/changing-tables) from [Mischief ](https://mischiefusa.com/)is great. The [Patron Tequila](http://Patron%20Tequila) spot [“The Perfect Pour”](https://www.youtube.com/watch?v=SLvR8ru2D8U) by [BBH](https://www.bartleboglehegarty.com/), featuring [Guillermo Del Toro](https://en.wikipedia.org/wiki/Guillermo_del_Toro), does everything a spirit client could want yet is both beautiful and quirky. The [World Cup commercial ](https://www.youtube.com/watch?v=4_yQyyrPxkg)by [Special US](https://us.specialgroup.com/) and [Fox Sports](https://www.foxsports.com/) is all it should be—big, bold, emotional. [Timothee Chalamet’s](https://en.wikipedia.org/wiki/Timoth%C3%A9e_Chalamet) [Zoom call promo](https://www.instagram.com/reels/DRE_g9miSvC/) for [Marty Supreme](https://en.wikipedia.org/wiki/Marty_Supreme) was brilliant yet so cringe-worthy. Play ### A book, movie, TV show, or podcast you recently found inspiring. Books: [Niall Ferguson’s](https://en.wikipedia.org/wiki/Niall_Ferguson) [*The Square and the Tower*](https://en.wikipedia.org/wiki/The_Square_and_the_Tower) and [Francoise Sagan’s](https://en.wikipedia.org/wiki/Fran%C3%A7oise_Sagan) [*Bonjour Tristesse*](https://en.wikipedia.org/wiki/Bonjour_Tristesse). Podcast: [Scott Galloway](https://podcasts.apple.com/us/podcast/the-prof-g-pod-with-scott-galloway/id1498802610). ### A visual artist or band/musician you admire. [Kiss](https://en.wikipedia.org/wiki/Kiss_(band)), because that was my first education in branding. More recently, [Yung Lean’s](https://en.wikipedia.org/wiki/Yung_Lean) “Storm” video is just amazing Play ### Your favorite fictional character. [D’Artagnan](https://en.wikipedia.org/wiki/Charles_de_Batz_de_Castelmore_d'Artagnan). Or [James Bond](https://en.wikipedia.org/wiki/James_Bond_(literary_character)). ### Your main strength as a marketer/creative. Big-picture brand thinking. And a focus on execution. ### Your biggest weakness. I agree with [Julie Fleischer’s](https://www.linkedin.com/in/julie-fleischer/) observation that “90 percent of data is crap.” Of course, the insights can be critical. But I hate the slog of long meetings with Excel charts larded with industry acronyms. Also, chocolate. ### Something people would find surprising about you. I won the State of Connecticut Music Composition Festival XII Composers Award. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:emily.seal@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Advertising, Health and Wellness **Tags:** AI, Vanda Pharmaceuticals **Sections:** Community Voices --- ### [How Director David Frankel Used Brands to Enhance Storytelling in 'The Devil Wears Prada 2'](https://musebyclios.com/behind-the-scenes/director-david-frankel-on-using-brands-to-enhance-storytelling-in-the-devil-wears-prada-2/) **Published:** May 15, 2026 **Author:** Christine Champagne **Content:** Twenty years ago, director David Frankel scored a box office hit with *The Devil Wears Prada*, which became a cultural juggernaut and inspired a generation of young people to pursue careers in fashion. Now, the filmmaker has once again immersed himself in the world of *Runway* magazine to bring us *The Devil Wears Prada 2*. The sequel, which has raked in nearly $500 million since its theatrical run began this month, reunites an all-star cast, including Meryl Streep and Anne Hathaway, and features cameos from Lady Gaga and Donatella Versace, among others. As in the original, myriad brands—the likes of Mercedes, Google, Dior, Starbucks and Samsung—are in the mix, too. Here, Frankel talks to Muse about why he couldn’t resist the opportunity to helm Prada 2, and he explains why products and services aren’t just window dressing but integral to the film’s narrative: **MUSE: Why were you interested in directing a follow-up all these years later?** David Frankel: Well, Meryl Streep was going to be in it and Anne Hathaway and Emily Blunt and Stanley Tucci. **All good reasons.** And we thought that there was something more to say with these characters. Because the world they had inhabited in 2006 had changed so dramatically in 20 years. We started thinking about what a sequel could be—we really started with that idea. In 2006, fashion magazines were at the pinnacle of power and prestige and wealth. Today, *Vogue* has been reduced to 8 issues \[per year\]. The world has changed so dramatically. Everything has moved to digital, and digital is under attack from AI. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/05/14103940/Still-07-1024x683.jpg)Stanley Tucci and Anne Hathaway shop *Runway’s* chic clothes closet.There’s a kind of slow death that’s happening in so many industries. Obviously in Hollywood, there’s been a huge contraction as these digital behemoths take over the studios. Their priorities shift, the bottom line becomes more important and the actual work is less significant to these corporations. There’s very few people looking out for the “show” in the business. Even advertising—the business has transformed completely and has also been shrinking. My wife runs an ad agency in Miami \[that’s Jennifer Beber, the president of Beber Silverstein\]. I’ve watched firsthand how that business has shifted so painfully, squeezed so many agencies and so much work. So all of that seemed ripe for exploration. This is a movie about survival in many ways. **It’s also a lot of fun. Seeing journalists with full-time jobs writing about creativity brought back some good memories for me.** We wanted most to make entertainment. Something that you experience as mostly joyful because the characters are fun, the dialogue is funny, the wardrobe is spectacular, the locations are gorgeous. But through it all, it’s interesting to comment on not just the end of fashion journalism but the end of journalism as we knew it for most of our lifetimes. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/05/14184434/Still-04-1-1024x683.jpg)Streep and Tucci go glam.**There are a number of brands ranging from fashion to tech featured in the film. How did you decide which ones made sense?** The first thing we started with—and it was part of our approach to every aspect of the film—is authenticity. What is the real thing? They live in a world where there are fancy products floating around. That’s the world Miranda Priestly inhabits. Even 20 years ago, Miranda was driven around in a beautiful Mercedes. So it made sense for that to continue. Tiffany was important. There is a plot point that involves a jewelry store. And as it happened, Tiffany had just renovated their Milan flagship store. So we had the opportunity to shoot there. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/05/14105020/Still-02-1024x427.jpg)Emily Blunt wields her power as a bigwig at Dior in *The Devil Wears Prada 2*.Emily Blunt’s character, Emily Charlton, is now a top executive at the U.S. operations of Dior. So they were an important partner to us on both the fashion side and the location side. We got to shoot in their flagship store the day before it opened on Madison Ave. last summer. We had a scene on a plane and getting hold of an airplane in the middle of travel season in New York City was a challenge. We actually had conversations with multiple airlines. Fortunately, United stepped up. Grey Goose was a valuable partner and Samsung—our people use Samsung phones. L’Oreal and Lancome participated with beauty products. Obviously, we’re in the world of beauty. So all of those things felt very organic to the storytelling. Play We went out of our way not to spotlight anything in particular. Everybody uses what they use in the most natural way. We hope that these characters are just moving through a world in which these products exist rather than hitting the audience over the head with the advertising. **How do you balance making the brand look good with serving the needs of a particular scene? For example, how much were you thinking about making the Dior store look as posh as possible when you were shooting there?** I’m well aware that we have a partner, and they want their products and their store to look as glamorous as possible. But as it happens, we, in fact, deglamorized the Dior space because we were showing it still under construction. It was funny. They had just finished everything, and it was in perfect shape. Every bag and every piece of clothing was hung perfectly. They were taking photos for their brochures and catalogs. And then we came in and wrapped everything with cardboard and brown paper and plastic bubble wrap and put out paint cans and scaffolding and shoeboxes. But the beauty of the store, the architecture, the design of it—you get a real sense of what an impressive place it is, especially that staircase. So I think we’re accomplishing both: We’re telling the story that is essential to the movie, and we’re also painting a lovely portrait of our partner’s store. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/05/14104516/BTS-3-1024x684.jpg)Director David Frankel chats with Streep on location in NYC.**Why and when should filmmakers be open to working with brands?** We’re making a contemporary film. We all live in a world where there are brands and products and advertising, and so it feels natural if you’re making anything that’s not historical or fantastical. It’s going to be odd if a Mercedes drives through one of those films. But it totally makes sense in our world. Filmmakers are trying so often to be authentic, be true to their characters, be true to their story—and it’s hard enough to get a movie made. Anything you can do to protect it from any accusation of inauthenticity is important. But, in our case, \[glamorous placements\] only added to the authenticity. We were really lucky in that way. **By the way, with all this talk about integrating brands into films, have you ever directed a commercial?** I have yet to actually direct a commercial! **What are you waiting for?** I am waiting for the right commercial, the right collaboration. I would love to do them. \[Frankel is repped by [IndependentMedia](https://www.independentmediainc.com/ "IndependentMedia") for commercials.\] ![author avatar](https://secure.gravatar.com/avatar/bca57dd4723116a5018776272ebed389875689a3404acf351677240c4d746cec?s=300&d=mm&r=g) Christine Champagne [See Full Bio](https://musebyclios.com/author/christine-champagne/) [ ](https://musebyclios.com/author/christine-champagne/) **Categories:** Behind the Scenes **Tags:** The Devil Wears Prada 2 **Sections:** Entertainment --- ### ['Ashley Barrett' From 'The Boys' Stars in Liquid Death Collab](https://musebyclios.com/film-tv/ashley-barrett-from-the-boys-stars-in-liquid-death-tie-in/) **Published:** May 15, 2026 **Author:** David Gianatasio **Content:** Expanding on its [exploding cranium gag](https://musebyclios.com/super-bowl/will-liquid-deaths-big-game-ad-make-heads-explode/) from the Super Bowl, Liquid Death teams up with Amazon’s *The Boys* for a spot featuring Colby Minifie as her vacuous U.S. Veep character from the show, Ashley Barrett. Below, flanked by assistants also named Ashley—she kicks off “A new governmental revenue stream: Product Placement for Public Health.” We’re told that “extreme energy drinks are the leading cause of exploding heads in America.” And at a press conference held in the White House briefing room, it all hits the wall, making a considerable mess: Play “Liquid Death has always seemed like a product that could exist within the universe of *The Boys*,” brand VP of creative Andy Pearson tells Muse. “In fact, the [first time](https://musebyclios.com/film-tv/the-deep-from-amazons-the-boys-considers-the-oceans-fate-in-ad-for-liquid-death/) we partnered up with the series four years ago, a lot of fans thought Liquid Death was just part of the show.” The commercial, hyping LD’s Sparkling Energy range, will work best for fans of *The Boys*. Still, we get a boffo central performance and the canned water brand’s patented absurdity. It feels plugged into our manic political moment, yielding suitably icky satire. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Film and TV **Tags:** Liquid Death **Sections:** Entertainment, Trending --- ### [Kimball Gallagher: Transforming Music Education on a Global Scale](https://musebyclios.com/2-minutes-with/kimball-gallagher-transforming-music-education-on-a-global-scale/) **Published:** May 16, 2026 **Author:** Shahnaz Mahmud **Content:** [Kimball ](https://www.kimballgallagher.com/)is a renowned concert pianist and composer. He is the founder of 88 International, a global network of programs that aims to fill critical gaps in adolescents’ lives. The nonprofit empowers secondary school students to become active agents of change in their communities through music and youth leadership. We spent two minutes with Kimball to learn more about his background, his creative inspirations and recent work he’s admired. Kimball, tell us … ### Where did you grow up, and where do you live now? I mainly grew up in the suburbs of Boston. My primary residence is the Upper West Side in Manhattan, but I am out of the country at least 6 months a year, mainly in North Africa and Asia. In those territories, [88 International](https://www.88international.org/) runs programs in Tunisia, Morocco, Senegal, the Gambia and Myanmar. ### What is your earliest musical memory? My earliest memories are of hearing my father play piano in the mornings. Usually it was [Bach](https://en.wikipedia.org/wiki/Johann_Sebastian_Bach) or [Mozart](https://en.wikipedia.org/wiki/Wolfgang_Amadeus_Mozart). ### How did you first get into music? My father taught me piano from the ages of 5 to 10. A few years later, I got interested in [Schubert](https://en.wikipedia.org/wiki/Franz_Schubert) and [Chopin](https://en.wikipedia.org/wiki/Fr%C3%A9d%C3%A9ric_Chopin), from listening to my fathetr practice and from a few classical CDs I had at the time. I was also obsessed with the song [“We Didn’t Start the Fire”](https://en.wikipedia.org/wiki/We_Didn't_Start_the_Fire) by [Billy Joel](https://en.wikipedia.org/wiki/Billy_Joel) (I tried to understand all the references) and with [Guns N’ Roses’](https://en.wikipedia.org/wiki/Guns_N'_Roses) [Appetite for Destruction](https://en.wikipedia.org/wiki/Appetite_for_Destruction). A friend had the LP, and I copied it onto a cassette and then copied out all the lyrics by hand. ### Who are your favorite musical artists, and what draws you to them? For pianists, [Vladimir Horowitz](https://en.wikipedia.org/wiki/Vladimir_Horowitz). For his idiosyncratic range of expression, from volcanically explosive to poetically lyrical. For songwriters, [Paul Westerberg](https://en.wikipedia.org/wiki/Paul_Westerberg) of [The Replacements](https://en.wikipedia.org/wiki/The_Replacements_(band)), for the raw vulnerability of his material. ### What is a recent project you are especially proud of? In March, I gave a recital at [Carnegie Hall](https://en.wikipedia.org/wiki/Carnegie_Hall) that brought together two halves of my life that had run in parallel. The first is the classical music I have lived with as a pianist for decades, [Brahms](https://en.wikipedia.org/wiki/Johannes_Brahms) and [Debussy](https://en.wikipedia.org/wiki/Claude_Debussy). The second is 88 International, the youth music education NGO we founded. We have built more than 130 student-led music clubs in public schools across various countries, including Tunisia, Morocco, Senegal, The Gambia, and Myanmar. And the first generations of alumni are now training the next ones. The Carnegie recital was the night when the concert stage and the work in the schools finally became one story rather than two. ### What can music do that nothing else can? Music creates belonging. It can bring together people from very different lives, languages and beliefs in one shared minute. I have watched students in the Gambia and Morocco write songs about their hardest experiences and perform them for audiences who may have lived nothing similar. And the audience receives the song anyway, in the way music asks to be received. ### What would you be doing if you were not working in music? I think I would have made a quiet living as a baseball scout. The kind who spends decades in the high seats of small ballparks watching players, looking for the one whose game says something the others don’t yet. The scout’s job is the same shape as mine: paying long, careful attention to young people and recognizing what they could become. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:michael.kauffman@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Music **Tags:** 88 International **Sections:** Community Voices, Entertainment --- ### [Alok Gadkar of Tuesday: Balancing Science and Storytelling in Healthcare](https://musebyclios.com/2-minutes-with/alok-gadkar-of-tuesday-balancing-science-and-storytelling-in-healthcare/) **Published:** May 11, 2026 **Author:** Shahnaz Mahmud **Content:** [Alok](https://www.linkedin.com/in/alokgadkar/) is co-founder, CEO and CCO of Tuesday, a Dubai-based independent creative agency designed to shape culture and challenge convention. Alok cut his teeth at agencies in India before relocating to Dubai, earning Campaign’s “Young Creatives to Watch.” He went on to craft fashion work for Splash and launch new brands including Iconic. Alok mentors the next generation at FAD, Middlesex and Heriot-Watt University in Dubai. We spent two minutes with Alok to learn more about his background, his creative inspirations and recent work he’s admired. Alok, tell us … ### Where you grew up, and where you live now. I am originally from Mumbai. My career took me to Dubai in 2004, and it’s been home ever since. ### How you first got interested in health. I tangled with a hospital brief in Dubai, which was a turning point for me. I realized quickly that in healthcare the stakes go beyond a marketing message. There’s no room for fluff. Everything you put out has to be grounded in facts. What you are about to put down on a script or billboard is going to impact someone’s life in a very real way. ### One of your favorite projects you’ve ever worked on. [“Footnote for the Breast”](https://www.dandad.org/work/d-ad-awards-archive/footnote-for-the-breast) for [Medcare Women & Children Hospital](https://www.medcare.ae/en/branches/view/medcare-women-children-hospital.html). Our brief was to get women in the UAE to take a breast cancer screening. Social customs demanded that we be discreet and tactful. Outside the mosques, during Friday prayers, we placed small pebbles (symbolizing a “footnote”) in the shoes of women praying inside. When they slipped on their shoes again, they noticed the message. And it hit hard. It got them to do a breast cancer screening. Impactful without being intrusive. And unbelievably cost effective. ### A recent project you’re proud of. “The Tough Nuts Choir” for [NMC Hospital, Al Nahda](https://nmc.ae/en/locations/sharjah/nmc-medical-centre-al-nahda), in collaboration with the [Harley Owners Group](https://en.wikipedia.org/wiki/Harley_Owners_Group). Healthcare comms doesn’t have to be doom and gloom. So, when we were asked to draw men in for prostate and testicular cancer screenings, we came up with an idea that would entertain with music and humor—delivered through the most unexpected spokespeople. Thirty Harley Davidson riders formed a choir, singing about cancer detection and doing dance moves. It resonated so well with the audience. What made it even more special was how organically it travelled across the global biking community. It’s a great reminder that even in healthcare, creativity moves people to act. Play ### One thing about how health is evolving that you’re excited about. How healthcare is expanding beyond treatment. It’s now into longevity, aesthetics, wellness and even genomics. The science is moving fast. The comms need to keep up. We’ve gone way past just translating information. Today, we’re making complex biology and science understandable, relatable and actionable. That’s where real impact lives. Those of us in healthcare communications have a parallel role to the HCPs, to bridge knowledge gaps, drive awareness and influence better health outcomes. This isn’t just about marketing. There’s a larger purpose at play. ### Someone else’s work, in health or beyond, that you admired lately. [AXA’s](https://en.wikipedia.org/wiki/Axa) “Three Words” campaign for turning a simple line in an insurance policy into meaningful, real-world support. The campaign played on the insight that sometimes the hardest thing to say is just three words, like “I need help.” Hats off to AXA for using that emotional truth to drive both communication and actual product change. Play ### A book, movie, TV show, or podcast you recently found inspiring. [The Creative Act ](https://sites.prh.com/thecreativeact)by [Rick Rubin](https://en.wikipedia.org/wiki/Rick_Rubin), for its perspective on slowing down and creating with intention. ### A visual artist or band/musician you admire. [Subodh Kerkar’s](https://en.wikipedia.org/wiki/Subodh_Kerkar) work stands out for the way it brings together art, ecology and memory. Drawing deeply from nature, especially the sea, he creates pieces that reflect our relationship with environmental change. There’s a quiet, contemplative quality to his work, yet it carries a strong message. It makes you pause, observe and rethink the impact we have on the world around us. ### Your favorite fictional character. [Tony Stark](https://en.wikipedia.org/wiki/Tony_Stark_(Marvel_Cinematic_Universe)). Flawed but brilliant, constantly evolving and always pushing the boundaries of what’s possible. ### Your main strength as a marketer/creative. My ability to simplify complexity into ideas that people actually understand and act on. In healthcare, that balance between science and storytelling is everything. ### Your biggest weakness. Sometimes, I take on more than I should. This comes from feeling responsible for outcomes. Over time, I’ve learned that empowering teams creates stronger results. ### Something people would find surprising about you. I’m obsessed with decoding art and culture trends. It’s not that different from understanding human behavior in healthcare. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:emily.seal@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Advertising, Health and Wellness **Tags:** Tuesday **Sections:** Community Voices --- ### [Eduardo Dominguez of VML Health on 'Chasing the Miracles of Science' for Sanofi](https://musebyclios.com/2-minutes-with/eduardo-dominguez-of-vml-health-on-chasing-the-miracles-of-science-for-sanofi/) **Published:** May 9, 2026 **Author:** Shahnaz Mahmud **Content:** [Eduardo](https://www.linkedin.com/in/edudomnat/) is a global creative director with VML Health. His work includes the groundbreaking [“Dogs Without Borders,”](https://dogswithoutborders.org/) which focused on canines detecting cancer through scent. This facilitates early diagnoses in remote regions such as the Amazon, the Sahara and Los Pueblos Negros. Beyond his creative work, Eduardo regularly writes for medical sector magazines, sharing insights on enhancing the creative process in health-focused agencies. He also teaches creativity and has appeared on podcasts to discuss advertising and innovation. We spent two minutes with Eduardo to learn more about his background, his creative inspirations and recent work he’s admired. Eduardo, tell us… ### Where you grew up, and where you live now. I was born in a small town by the sea, in the south of Spain, called Chiclana de la Frontera. Some researchers believe Atlantis is submerged off the coast of Chiclana. Ridley Scott produced a documentary about it. I graduated in Canada, worked for a couple of years in Chile, and I am now based in Madrid. ### How you first got interested in health. By mistake. One day I got a call from [Area23](https://area23hc.com/) for a freelance project. I thought it was just another consumer agency, without knowing that this is *the* agency when it comes to health. When the team started talking about diseases and treatments, I felt both shocked and extremely interested. From that moment on, I was hooked. Now, I can’t picture myself doing anything other than using creativity to improve people’s lives. ### One of your favorite projects you’ve ever worked on. [“Paintings of Hope”](https://www.vml.com/work/paintings-of-hope) for [Gilead Sciences](https://en.wikipedia.org/wiki/Gilead_Sciences), where the emotions of three breast cancer patients were translated into nine canvases using artificial intelligence, robotics, data and voice analytics—ultimately contributing to a change in legislation. This was probably the most emotionally challenging and delicate project I have worked on. We transformed the journey of three metastatic patients into paintings so that politicians could understand their situations and change laws so these women could receive treatment faster. My mother, who is a breast cancer survivor, called to tell me that the work was beautiful. ### A recent project you’re proud of. Our latest project for [Sanofi](https://en.wikipedia.org/wiki/Sanofi), “Chasing the Miracles of Science.” At its core, the integrated campaign has a 2-minute hero film with a script that mimics action-movie cinematography. It features terrific visual craft and incredible VFX and SFX. More than 200 people—including extras, patients, agency crew, production company crews and clients—were involved. Play ### One thing about how health is evolving that you’re excited about. We have been seeing campaigns of late that use humor as a powerful tool to approach diseases that people don’t feel comfortable talking—or even hearing—about. “Beat Cancer Off” is a recent example. It’s a beautifully-crafted animated spot that sheds light on the prevention of prostate cancer by visualizing euphemisms for male masturbation. It turns a taboo into a catchy musical execution. Play ### Someone else’s work, in health or beyond, that you admired lately. I really like the work of [Fabio Rodrigues](https://www.linkedin.com/in/fabiorodrigues76/). His recent work with his team at [FCB Health](https://www.linkedin.com/company/fcb-health-ny/), [“Missing Word,”](https://www.adforum.com/creative-work/ad/player/34732205/the-missing-word-the-first-word-to-name-parents-who-have-lost-a-child/the-missing-word-project) is simply exceptional. (He is now EVP, ECD at [Olixir New York.)](https://www.linkedin.com/company/olixir-new-york/) Also, [Bernardo Romero ](https://www.linkedin.com/in/bernardo-romero-6410b076/)and the team at [Klick Health](https://www.klick.com/) are doing amazing work that resonates with pop culture. I especially love one of their latest campaigns, [“867-5309.”](https://www.cancersupportcommunity.org/news/cancer-support-community-takes-over-musics-most-famous-phone-number-csc-867-5309) [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:amy.corr@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Advertising, Health and Wellness **Tags:** VML Health **Sections:** Community Voices --- ### [Alix Earle's Got the Touch for Hawaiian Tropic](https://musebyclios.com/music/alix-earles-got-the-touch-for-hawaiian-tropic/) **Published:** May 15, 2026 **Author:** David Gianatasio **Content:** Could “I Touch Myself”—Divinyls’ earworm from 1990—rank as the Song of Summer for 2026? Alix Earle just might make it happen, thanks to her bikini dance routine for Hawaiian Tropic with the suggestive song bopping in the background. Subtle, right? It’s generated beaucoup headlines, giving the sunscreen brand a media splash that’s resonating with the culture. “Hawaiian Tropic is all about helping you feel like your sexiest self before, during and after your time in the sun,” says SVP Veronique Mura. But “application is usually considered a chore in an already clinical category.” So, Hawaiian Tropic, BBH and director Aerin Moreno strove to add fun and sass to the process, she says. “We wanted to lean into a universal language that everyone speaks—dance—to make that process more enjoyable and invite people to bring out their most radiant self.” ![](https://cdn.musebyclios.com/wp-content/uploads/2026/05/15075812/alix-3.jpg)Alix’s [performance](https://www.youtube.com/watch?v=6I4YJRgUmGk) on Dancing With the Stars made movement a natural focus for the campaign, adds agency ECD Alanna Watson. Earle also appears as a [cover model](https://nypost.com/2026/05/12/sports/alix-earle-stuns-in-tiny-bikini-as-one-of-the-2026-si-swimsuit-cover-models/) for Sports Illustrated’s 2026 swimsuit issue. So, there’s synergy there, too. Launched this week, the push includes digital, paid social and influencer outreach. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising, Music **Tags:** BBH, hawaiian tropic **Sections:** Entertainment, Lifestyle --- ### [Can Robert Irwin Outrun 100 Inflatable Crocodiles for Columbia Sportswear?](https://musebyclios.com/film-tv/can-robert-irwin-outrun-100-inflatable-crocodiles-for-columbia-sportswear/) **Published:** May 14, 2026 **Author:** David Gianatasio **Content:** Robert Irwin puts his [Dancing With the Stars moves](https://www.youtube.com/watch?v=JYR0eV8W8bU) to good use as he whirls, twirls and spins over obstacles to avoid 100 toothy inflatable crocodiles in the Australian Outback. “Robert’s sense of humor, love for mother nature and his taste for adventure make him the perfect star for our spring campaign,” says Columbia Sportswear marketing lead Matt Sutton. The animal expert and TV host brings the star power and memorably shows off Columbia’s gear in a natural environment. His pedigree of wrangling critters adds to the fun in spots developed by Adam&Eve\\TBWA. Play “As we were filming, Robert mentioned how the chases and stunts made it feel like he was at the center of an action movie,” Sutton says. “We thought he was onto something and leaned into his ‘action hero’ idea to introduce the spot.” Indeed, a multifaceted [“Max Impact”](http://maximpactmovie.com) faux-film campaign teased release. Here’s the Hollywood blockbuster-style trailer: Play They made billboards, too: ![](https://cdn.musebyclios.com/wp-content/uploads/2026/05/14114153/CROCS-poster.jpg) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Fashion and Beauty, Film and TV **Tags:** Columbia Sportswear **Sections:** Entertainment, Lifestyle, Trending --- ### [Honorary Clio Winner Mark Ronson Thanks Industry for Fueling His Early Career](https://musebyclios.com/awards/honorary-clio-winner-mark-ronson-thanks-industry-for-fueling-his-early-career/) **Published:** May 14, 2026 **Author:** David Gianatasio **Content:** ![Actor at a podium holding up an award trophy while speaking into a microphone at an awards ceremony, with a large circular emblem in the background.](https://cdn.musebyclios.com/wp-content/uploads/2026/05/15112352/ronson-1.jpg)Mark Ronson, the Grammy and Academy Award-winning musician, songwriter and producer, was honored Tuesday evening with an Honorary Clio Award for his genre-defying influence on modern music and culture. Renowned for crafting chart-topping hits with global icons like Bruno Mars, Lady Gaga, and Amy Winehouse, Ronson has consistently pushed creative boundaries while shaping the sound of contemporary pop. His work on major film soundtracks, including *Barbie The Album*, *A Star Is Born* and *Suicide Squad*, has redefined music’s role in storytelling, extending its cultural impact far beyond the screen. From his early days as a New York City DJ to the release of his memoir, *Night People*, Ronson’s career reflects a creative vision that continues to inspire the next generation of artists. Below is Ronson’s acceptance speech at the [67th Clio Awards ceremony](https://musebyclios.com/awards/tecate-sails-away-with-4-grand-clios-for-gulf-of-mexico/) at Cipriani 25 in NYC. The following has been lightly edited for clarity. “Thank you so much. On the way here, I left my writing partner in the studio. He asked, ‘Where are you going?’ and I said, ‘I’m going to the Clios, I’m getting this honorary award.’ His father worked in advertising his entire life, and his crowning achievement was winning this. So of course, I felt like such a f\*cking fraud that I get one for essentially doing nothing. It would be like if one of you just showed up to the Grammys and just took an honorary Grammy. But I do want to say: In 2003, my first album came out. It sold six copies and it tanked. I got dropped by my label a week later. The final telltale sign was when I had to pay for Nate Dogg’s taxi to get him to *The \[Late\] Late Show with Craig Kilborn*. For the next five years, I was what Zach Galifianakis likes to call ‘the opposite of whatever hotcakes is.’ I was able to pay my rent because video directors I knew, like Dave Meyers, gave me gigs doing music for TV commercials—The Gap, Hyundai… There’s a Hanes commercial where I roped in my roommate at the time, Rashida Jones, to sing because she needed a check, too. Basically, I worked with anyone who let me bang on my MPC to sell something. I was so grateful for that work because it let me pay for my studio and my rent. And by the time I met Lily Allen and Amy Winehouse a few years later, I actually still had a studio to make music in. So I’m very grateful to all of you for what you do to support songwriters. I know that you’re in a business. It’s not your job to support songwriters, but in some ways you do. So, don’t replace us with AI. You never know which songwriter you’re keeping afloat. It could be the next Barry Manilow, or someone who will write the song you dance to at your wedding. I’m so grateful for this; it’s insane. Thank you to Jody \[Gerson\] and thank you to the Clios. I hope you keep putting my music in your work and that we get to party together. Thank you so much.” > [View this post on Instagram](https://www.instagram.com/reel/DYVLBPCDyIH/?utm_source=ig_embed&utm_campaign=loading)[A post shared by The Clios (@clioawards)](https://www.instagram.com/reel/DYVLBPCDyIH/?utm_source=ig_embed&utm_campaign=loading) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Awards, Clio Awards **Tags:** Music **Sections:** Entertainment, The Clios --- ### [Inside Change the Ref's Grand-Clio-Winning 'Final Exam'](https://musebyclios.com/awards/inside-change-the-refs-grand-clio-winning-final-exam/) **Published:** May 13, 2026 **Author:** David Gianatasio **Content:** You can’t really know what kids and teachers endure during a school shooting until you’ve raced down the harrowing halls in their shoes or hidden behind desks, praying the threat will pass you by. That notion informed “The Final Exam,” a playable experience from nonprofit Change the Ref. Launched in late 2024, the game simulates the horrors young people and educators face all too often. “Ever since the Columbine High School massacre in 1999, U.S. politicians have tried to blame video games for the gun violence epidemic, despite many studies that have debunked any connection,” Josh Gross, CCO at BBDO Chicago, tells Muse. “Research revealed an irony: the medium most demonized for causing violence also possessed the greatest potential to prevent it. Academic studies demonstrate that video games shift attitudes through immersive, lived experience, exactly what passive PSAs cannot achieve.” “Final Exam” serves as a teaching moment on two fronts. It builds empathy for flesh-and-blood school kids who fear losing life and limb in a hail of bullets. What’s more, players could “escape” the carnage through compiling information on five legal bills designed to curtail gun violence. (The hope, of course, is that after folks turn from their screens—ears rattled by alarms and eyes stung by disturbing imagery—they will demand that their representatives support the legislation.) At last night’s [Clio Awards](https://musebyclios.com/awards/tecate-sails-away-with-4-grand-clios-for-gulf-of-mexico/) ceremony in NYC, “Final Exam” won a pair of Grands, honored for excellence in content, culture and influence. Below, Muse and Gross discuss the campaign’s development and impact. **MUSE: What’s the specific advantage of focusing on video games?** Josh Gross: The gaming community represents 66 percent of Americans, with 85 percent of teens participating. Teens are culturally influential, personally invested—as gun violence’s primary victims—yet completely absent from the advocacy conversation. Gaming was the perfect vehicle to reach them. **You based game-play on actual events, correct?** The entire game environment was built from analysis of real data from past school shootings, like Columbine, Parkland and Sandy Hook. Reports, timelines, interviews, architectural layouts and witness accounts were translated into the game’s design. This data informed the structure of the school, classroom and hallway layouts, object placement and the behavioral patterns that drive the threat inside the game. The map also contains hidden Easter eggs that educate players with information from past shootings, including statistics, student stories, murals and other details. **Talk about the [TwitchCon](https://www.twitchcon.com/) tie-in** We launched “The Final Exam” at TwitchCon by placing a branded stand with a school desk right at the festival entrance, stopping thousands of gamers to play right on the spot. While attendees played in our stand, our team moved throughout the event distributing free copies of the game to gamers, streamers and influencers, putting it directly into the hands of the community. Beyond the on-site activation, ABC San Diego covered “The Final Exam” activation live from TwitchCon, featuring a live interview with Patricia Padauy-Oliver, Change the Ref’s founder. The activation quickly gained momentum. In the first week alone, many players who discovered the game organically at the event went on to stream it online, helping spread the game across America. **The numbers are massive—2.5 billion earned impressions—but can you talk in some way about the broader cultural impact?** Change The Ref has done many [powerful campaigns](https://musebyclios.com/tag/change-the-ref/) over the years. But what makes “The Final Exam” different is that it can live forever. A year and a half after launch, gamers across America are still playing. They’re streaming, posting and sharing, driving organic conversation that won’t stop until gun violence does. **The game was a teaching moment for players. But what did *you* learn while making it?** We interviewed survivors, listened to traumatic experiences, studied the laws and learned how different bills and policies could directly impact these situations. The biggest takeaway was just how easy it is for these tragedies to be reduced to headlines or statistics unless you’re willing to sit with the human side. Hearing the personal stories changed the way we approached the work. It made us more thoughtful, responsible and aware of the emotional weight a creative project can carry. It also reinforced for us that games and interactive experiences can be more than entertainment. They can create empathy in a way other media sometimes can’t, because people are actively participating instead of just watching. **Gaming’s so huge. It’s strange that more organizations don’t tap into its reach on a regular basis.** One thing that really stayed with us was something co-founder Manuel Oliver, the founder, said: Change the Ref should think and fight back with the same mindset Joaquín had as a 17-year-old kid. \[Joaquín Oliver lost his life in the 2018 Parkland tragedy.\] The goal is to be the kind of organization Joaquín himself would have created if he were still alive. He loved video games. That’s what makes creating a video game to further the cause so powerful. Teens keep discovering it. If you go on YouTube, you’ll still find new streams of the game every single week. Just a month ago, with zero push from the brand, a streamer played the game and the video reached 10 million views. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Awards, Clio Awards, Gaming **Tags:** Change the Ref **Sections:** The Clios --- ### [Tecate Sails Away With 4 Grand Clios for 'Gulf of Mexico'](https://musebyclios.com/awards/tecate-sails-away-with-4-grand-clios-for-gulf-of-mexico/) **Published:** May 13, 2026 **Author:** David Gianatasio **Content:** “Gulf of Mexico” from Tecate and LePub—which pirated the conversation around Donald Trump renaming a certain body of water the Gulf of America—won 4 Grands at last night’s Clio Awards gala. Keegan-Michael Key hosted the ceremony at Cipriani 25 in NYC. All told, 20 Grands were awarded to work from the U.S., France, Italy, Germany, Singapore, India, Mexico and the U.K. The team of Vaseline and Ogilvy won three Grands. AXA (with Publicis Conseil) and Change the Ref (with BBDO Chicago) won two Grand apiece. These special awards were also bestowed: - Advertiser of the Year: Vaseline - Agency of the Year: Ogilvy Singapore - Independent Agency of the Year: Rethink Canada - Network of the Year: Ogilvy - Production Company of the Year: Whitecoat In addition, Ogilvy Health received the Clio Awards & Google AI Specialty Award for its innovative collaboration with EUROFARMA. Songwriter/musician/producer Mark Ronson and artist Mickalene Thomas received Honorary Clios honoring their enduring impact on creativity and culture. The full gallery of winners, including the previously announced Gold, Silver, Bronze and shortlist recipients, can be found at [Clios.com](https://clios.com/winners-gallery/explore). You can read about Tecate [here ](https://musebyclios.com/awards/how-tecate-stirred-pride-on-the-high-seas/)and click through the pics below for more info on all of the Grands: ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Awards, Clio Awards **Tags:** Axa, Change the Ref, LePub, Tecate, Vaseline **Sections:** The Clios, Trending --- ### [College Students Seeking Inspo Turn to Apple](https://musebyclios.com/advertising/college-students-struggling-to-find-the-big-idea-turn-to-apple/) **Published:** May 12, 2026 **Author:** David Gianatasio **Content:** You’re staring at a blank screen around 3 a.m. with a term project due in six hours. Many college students have faced this kind of pressure. So, Apple’s new entry in its “Great Ideas Start Here” platform—with the Mac positioned as the ultimate idea factory—should resonate. Smuggler directors Jason Sondock and Simon Davis (aka Rubberband) lay on the all-nighter angst pretty thick. Willow Kayne’s “I’ve Got This All Under Control” proves a suitably intense (but ultimately upbeat) soundtrack. Play TBWA\\Media Arts Lab developed the campaign, which follows the [“Good Ideas” premiere](https://musebyclios.com/advertising/screen-shot-jane-goodalls-all-about-apple-macs/) last year. That initiative generated considerable attention for its Jane Goodall voiceover. Here, the approach feels in tune with its audience, providing both a realistic slice of life and potent product demo. Wisely, the Mac isn’t positioned as a savior or quick-fix. Rather, it’s a tool that helps lead to breakthroughs, a means to an end for those willing to put in long hours and test their intellect. Probably a welcome change from the tech titan’s [dark-humored higher-ed spots](https://www.instagram.com/reels/DJtUvXPysw_/) of recent years that proved somewhat polarizing. (College is creepy enough on its own!) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Apple, TBWA\ Media Arts Lab **Sections:** Trending --- ### [How Tecate Stirred Pride on the High Seas](https://musebyclios.com/awards/how-tecate-stirred-pride-on-the-high-seas/) **Published:** May 13, 2026 **Author:** David Gianatasio **Content:** Most brands fear wading into politics. Tecate, on the other hand, said hold-my-beer and dove headfirst through Trumpism’s murky depths. Some might recall that last year, POTUS proclaimed that the Gulf of Mexico would be known as the [“Gulf of America.”](https://www.washingtonpost.com/style/power/2025/03/12/gulf-of-america/) Tecate and LePub in Mexico City leveraged the move for a high-profile campaign brimming with national pride. The Mexican brew created a special edition “Tecate Light: With Salt from the Gulf of Mexico,” and sailed a floating bar in that very body of water. Pointedly christened the “Gulf of Mexico,” the vessel’s name displayed on Google Maps as a business pin despite the search giant acquiescing to Trump’s name-change edict. Google actually removed the pin, but Tecate replaced it several times. The initiative garnered copious coverage as the brand effectively reclaimed the Gulf of Mexico name through a neat fusion of experiential and digital. All told, the campaign earned 93 million impressions across traditional and social media, with positive sentiment at 99.7 percent, per LePub. Its organic reach totaled 333 million, generating $155 million in earned media, the agency says. And last night, at the [67th Clio Awards](https://musebyclios.com/awards/tecate-sails-away-with-4-grand-clios-for-gulf-of-mexico/), the effort won four Grands, tops on the night, earning kudos for excellence in content, OOH, creative disruption and social media. Below, LePub CCOs Aldo Ramírez Zerón and Ricardo Avilés explain how they steered the course. **MUSE: Once the name change made headlines, how quickly did the campaign idea emerge?** Zerón & Avilés: When the name change was announced, the client opened the door to work on that tension. We had been exploring ideas around migration for a while, but activating outside the country wasn’t really possible. The moment it happened within our own territory, we saw a clear way to act. In about a week, we developed a range of ideas. From the start, there was a clear direction: Keep the focus on the brand and its territory. The idea evolved collaboratively, beginning with beer as a symbol. That led to placing a boat in the middle of the Gulf to reclaim its name, and then scaling it further with a certified salted beer, turning it into something bigger and more meaningful. **Did Tecate immediately want to be a part of reclaiming the Gulf of Mexico name?** As part of a brand reframing, Tecate has been focused on genuinely connecting with Mexican culture and what truly matters to people. When a tension of that magnitude emerged, most brands chose to stay silent. For Tecate, with its DNA rooted in Mexican pride and bravery, it felt like the right moment to step in. It became the perfect opportunity to quite literally put Mexico’s name back on the map. **What has the feedback been like?** The reception of the idea has been incredible. We responded to something absurd with something even more absurd and wit—but one that actually solved something and made Mexicans and non Mexicans proud. It is proof that ideas should be bold, approachable and not overly complex. **Any tales from aboard the ship you can share?** Placing the pin in the middle of the Gulf was quite a journey. Two brave creatives and a brave client actually went out on a small boat into the middle of the Gulf and spent two nights at sea trying to get it live until it finally worked. It was rough, but it was absolutely worth it. Big ideas deserve that level of commitment. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Awards, Clio Awards **Tags:** LePub, Tecate **Sections:** The Clios --- ### [Watch Quo's Adorable Octopus Get the Job Done](https://musebyclios.com/advertising/watch-an-adorable-octopus-get-to-work-for-quo/) **Published:** May 12, 2026 **Author:** David Gianatasio **Content:** Eight arms makes multitasking a breeze. So, AI-enhanced phone system Quo (formerly OpenPhone) enlists animated octopi for a rebrand developed and produced with Papaya Films. Dubbed “Grow With Quo,” the work breaks this week across the U.S. and Canada. It effectively taps into the [mascot craze](https://musebyclios.com/advertising/why-brand-mascots-are-hotter-than-ever/) with a cute storyline clearly delineating the Quo proposition. Richard Hunter directed the :60. The initiative seeks to signal Quo’s ability to manage calls and messages in the background, so companies “can focus on their work without worrying about missed connections,” per campaign materials. Some mascots feel random (did [Svedka’s Fembot](https://musebyclios.com/super-bowl/svedka-unleashes-ai-party-bots-for-the-super-bowl/) ever really compute?). Quo’s critters, however, seem on point. There’s much to be done, and these tentacled troupers mean business. **CREDITS** Title: Quo – “Octopus Business” Client: Quo Senior Director of Content: Richard Huffaker Senior Director of Growth Marketing: Tori Murray Senior Content Manager: Grayson Ottenbreit Production Company: Papaya Films Creative Director: Dave Mygind Executive Producer: Iwona Mnich, Wojtek Skiba Director: Richard Hunter Director of Photography: Tomek Ziółkowski Producer: Swifty Hanrahan, Michał Wójcikowski Production Manager: Darek Kozyra Production Coordinator: Paweł Majewski, Kinga Piwowarska Production Designer: Małgorzata Moritz Costume Designer: Kas Kryst Beauty Team: Ewelina Mróz 1st Ad: Roman Grad Editor: Marcin Wojciechowski Postproduction: VEIN Post Producer: Przemek Błażejewski Sound Engineer: Mateusz Burzyński, Bruno Jasieński – Ztudio&Burza Audio Production: Marta Majewska – Ztudio&Burza Colorist: Piotr Nowicki ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Papaya, Quo **Sections:** Trending --- ### [AEG Shot This Spot Through a Lasagna Dish](https://musebyclios.com/advertising/aeg-shot-this-spot-through-a-lasagna-dish/) **Published:** May 11, 2026 **Author:** David Gianatasio **Content:** AEG tries to go “Shot on iPhone” one better in a :30 backing its latest dishwasher. Apple’s famously all about its [slick product-demo commercials](https://9to5mac.com/2026/05/07/apple-showcases-four-new-mami-shorts-shot-on-the-iphone-17-pro-max/), with the craft behind each ad repping how well the tech performs. Below, AEG and director [James Hawes ](https://www.imdb.com/name/nm0369949/)tweak that basic idea in an unexpected way. They filmed the entire video through a glass lasagna dish. Just minutes before, the plate—which had been stained with red sauce, ricotta and noodles—completed a cleaning cycle in an AEG N.E.W. Favorit. “First, we had to find a glass lasagna dish that was flat enough to rig up to the camera and had enough clear surface area to cover the lens,” Matthew Comras, creative director at Publicis London, which developed the campaign, tells Muse. “A lot of dishes have a big logo in the middle. We tried something like 40.” “Then, we cooked lasagna in it. We wanted to get some crispy bits on the dish to make sure it was a proper test,” he recalls. After the crew polished off the meal, “The dirty dish went into the AEG dishwasher. It had to be 100 percent clean, which it was. Any mark or spec would have shown up really clear on screen.” ![](https://cdn.musebyclios.com/wp-content/uploads/2026/05/11115616/AEG-x.jpeg)The lasagna-lens provides an extra PR tool for AEG to drum up press for the campaign and its appliances. (I wrote about it based on that gimmick. Well played!) Plus, the clip’s slickly done and stands on its own as an understatedly amusing promo. Social assets play up the creative challenge. Work drops this month across Belgium, Luxembourg and the Netherlands, with more European markets to follow. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** AEG, Publicis London **Sections:** Trending --- ### [Miller Lite Seeks World Cup Watch Party MVPs](https://musebyclios.com/sports/miller-lite-seeks-world-cup-watch-party-mvps/) **Published:** May 13, 2026 **Author:** David Gianatasio **Content:** All MVP trophies should hold 12 cans of beer and keep them refreshingly chilled, don’t you think? Miller Lite and Mischief @ No Fixed Address oblige in a FIFA World Cup push that features an extra-large “MVP Matchball” that’s also a cooler. “This summer is a massive moment for soccer and beer fans alike,” says Courtney Benedict, VP of marketing at Miller Lite Brands. “The Matchball is our way of celebrating and rewarding the fans who bring the traditions and unmatched energy to every watch party.” Fans can [buy the limited-edition](https://shop.millerlite.com/pages/age-gate) item for $19.75—priced thusly because the brand launched 51 years ago—or [nominate pals](https://www.instagram.com/p/DYRtk72v93W/) for a chance to win the beery branded orb. What constitutes a Miller MVP? Installing a new TV adds value: And saving seats at the bar earns points: All in all, it’s a neat way to keep Miller Lite top of mind as the global soccer extravaganza zips down the pitch. That Matchball provides actual value. And it could rank as a priceless collectible someday. (Though probably not. Still, it beats warm beer.) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Sports **Tags:** Miller Lite, Mischief, World Cup **Sections:** Entertainment, Trending --- ### [Chalamet, Celebs Hit the Street for Adidas Ahead of FIFA World Cup](https://musebyclios.com/sports/chalamet-celebs-hit-the-streets-for-adidas-ahead-of-fifa-world-cup/) **Published:** May 7, 2026 **Author:** David Gianatasio **Content:** This one’s all about street ballers—and we’re not talkin’ hoops—as Timothée Chalamet headlines an inner-city soccer showdown for Adidas. Smuggler director Mark Malloy worked with agency Lola to craft the 5-minute film. It drops today as the sports world gears up for the FIFA World Cup. On display: ’90s-style grit and bravado equating soccer culture with the impact and reach of basketball. In the world of this commercial, respect comes from scoring goals, not hitting layups. The deeds of “Backyard Legends” on local pitches echo across the concrete and chain-link fences, setting the bar for generations to come. That concept’s supported by slick CGI and almost too many cameos to count. Lionel Messi, Bad Bunny, Lamine Yamal, Jude Bellingham and Trinity Rodman (among others) appear. Chalamet plays an intense hype-man who keeps the story focused, ratcheting up the drama through sheer force of personality. When he talks, you listen. When he moves, you follow along. It’s slick casting of an A-lister whose [sports fandom](https://www.yahoo.com/entertainment/celebrity/articles/significance-timoth-e-chalamet-skipping-180017548.html) and [athletic roles](https://musebyclios.com/advertising/back-to-back-wins-chalamet-leads-our-5-ads-of-the-week/) lend the project credibility. “I used to dream of playing with these guys,” Chalamet says in press materials. “I love this game, so it’s unbelievable to be doing this with Adidas, captured with the best to ever do it. I’m a traditionalist: I don’t know soccer, I know *football*, and I can’t wait for this summer’s World Cup.” In a broad sense, the campaign seeks to stress “playing for the joy of it, no pressure, no expectations,” while also acknowledging the World Cup as a global brand moment, per Adidas VP of global brand communications Florian Alt. “While we encourage competitiveness, our ambition is to inspire everyone,” he says. “This is important for professional and grassroots players alike; in every sport, in every part of the world. The game isn’t defined by the stage, the crowd or the cameras. It’s defined by those who play free, where everyone can create a legend.” ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Ad of the Week, Sports **Tags:** Adidas, World Cup **Sections:** Entertainment, Trending --- ### [How Clever Humans Can Adapt in an AI World](https://musebyclios.com/musings/how-clever-humans-can-adapt-in-an-ai-world/) **Published:** May 11, 2026 **Author:** David Gianatasio **Content:** I grew up in the Philippines in the ’80s; my parents worked for the United Nations. We were taught the evacuation plan on day one. We knew what to do if there was an earthquake. We knew the emergency route if a volcano went off. We had a version of a plan if there was a coup, of which there were a few. It wasn’t dramatic. It was just… Tuesday. This way of thinking sticks with you. You get used to looking at the world with one eye on what happens if things shift quickly. Not in a panic. Just with a quiet sense of, “Okay, where are the exits?” Which is probably why I’ve been thinking a lot about AI. Or rather, staring at my ceiling at 2 a.m., not in a “we’re all doomed” way, but also not in a “this is fine” way. Because it’s clearly not nothing. Things are going to change. Some slowly, some very fast. And if you work in the creative industries, you can already see it. So for me, the only way to deal with this is to have a plan. And lately, I’ve been thinking about the pillars which can support a workable scheme. In other words, the things that actually separate us from AI. ### Originality There’s a lot of talk about how long original thinking will last. Elon Musk says we’ve got a few years, which is mildly terrifying, depending on your mood. Either way, original voices and real points of view are about to become currency. Not just output. It’s perspective. Because if everything starts to look and sound the same, the only thing that stands out is…you. No pressure. ### Taste Taste is one of those things people say you either have or you don’t. Yes, it’s subjective, but it’s also something you can develop. The more culture you consume, properly, not just passively scrolling, the better your point of reference becomes. So go wider, dream bigger and travel more. You actually have to live it. ### Critical Thinking There is a very real version of the future in which we all turn into the humans in Wall-E. Just floating around, being gently assisted by machines, not really using our brains. Production people are naturally critical thinkers. We are constantly solving problems, adjusting, figuring things out with incomplete information. It’s basically our personality at this point. This is a skill worth holding onto, because the second you outsource all your thinking, you become very easy to replace. ### People Skills This is the part no one really talks about enough. Communication. Presence. Knowing how to deliver good news and bad news without causing a small emotional crisis. Building trust. Selling an idea. Reading a room. AI can help you write an email. It cannot help you handle a difficult conversation in real time with a client who is panicking, nor can it get an AWOL director back for a PPM. As an EP, a lot of my job is helping directors and teams work on the things they are not naturally good at. The awkward bits. The gaps. The “chinks in the armor.” Turning those into strengths. ### Self Awareness Being generic is dangerous. Charles Saatchi had a Victoria Beckham quote hanging in his office: “I want to be more famous than Tide.” That level of clarity about your brand is key. The people with a distinct point of view and a recognizable identity hold value. They become a known quantity, rather than another faceless person in a sea of cuts. Your brand becomes part of your currency. ### Adaptability and Diversification This is the practical part. The people who will be fine are the ones who can move and adapt. Diversifying doesn’t mean doing random things, it means extending your core skills into different areas so you are not relying on one version of the industry. Directors move across formats. EPs apply production thinking in other sectors. Growing up in Asia, side-hustles were the norm. Everyone had something else going on. This mindset feels very current today. For me, all of this comes back to one thing. AI can do a lot. It can probably do more than we’re comfortable admitting. But it cannot be human. The strategy isn’t to compete with it on speed, volume or slop. That’s a losing game. It’s to double down on the things that make us human. Originality. Taste. Judgment. Communication. Rapport. Hustle. Basically, become a better human. Because if things do shift quickly, as they sometimes do, you don’t want to be figuring it out in the heat of the moment. You want to already have a game plan. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** AI Update, Musings **Tags:** AI **Sections:** Community Voices --- ### [Cathay Pacific Celebrates Life's Journeys](https://musebyclios.com/worldviews/cathay-pacific-celebrates-lifes-journeys/) **Published:** May 11, 2026 **Author:** David Gianatasio **Content:** Here are some notable campaigns that broke far and wide in recent weeks, curated by Muse sibling [Ads of the World](http://adsoftheworld.com). ### Cathay Pacific, ‘The Journey Home’ Agency: Leo Hong Kong To commemorate its 80th anniversary, Cathay crafted a 10-minute film inspired by a series of relatable milestones and collective memories passengers shared with the carrier. The story follows a daughter who parts ways with her mother in Hong Kong to chase her dreams and study abroad, a scenario many around the world will relate to. We experience the highs and lows that are inevitable parts of her journey. [Read More](https://www.adsoftheworld.com/campaigns/the-journey-home-ffaebac1-f60d-4737-a865-5611db1afbfd) Play ### Yape, ‘Momentos’ Agency: 121 Latam Centered on a fictional shop where treasured moments are kept but never sold, the film reflects on everyday acts of care, reassurance and love between parents and children. Built to be felt before it is remembered, the story reveals that life’s most meaningful moments cannot be bought, only experienced and treasured long after they pass. [Read More](https://www.adsoftheworld.com/campaigns/moments-3de51744-9acc-45ce-bde3-62aed47e9eea) Play ### Flipkart, ‘Twins’ Agency: 22feet This fun film tells the story of the small Indian village of Kodinhi, which is famous for having over 400 pairs of twins. The theme of “doubles” runs throughout the clip, with twins featured in every scene. The work backs Flipkart’s “Double Sale.” [Read More](https://www.adsoftheworld.com/campaigns/twins-21b8b532-adbb-4957-8d9f-7d8d728675be) Play ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Worldviews **Tags:** Cathay Pacific, flipkart, yape **Sections:** Trending --- ### [Not the Loudest Voice in the Room: 4 Ways Quieter Ad Leaders Can Build a Presence](https://musebyclios.com/musings/not-the-loudest-voice-in-the-room-4-ways-quieter-ad-leaders-can-build-presence/) **Published:** May 13, 2026 **Author:** David Gianatasio **Content:** I’m never the loudest person in the room. Honestly, I’m usually the quietest. Early in my career, I wondered if that would be a problem. In an industry where presence can feel tied to volume, and confidence is often judged by how quickly or loudly you speak, I wasn’t always sure where I fit in. That bias isn’t just in my head. Harvard Business Review [noted](https://hbr.org/2021/01/can-introverts-thrive-in-extroverted-careers) that extroverted leaders are often favored in hiring and promotion decisions. They are perceived as more dynamic than introverts, even though quieter leaders can be more effective in certain settings. For me, that question of who gets seen as “leader-like” also has a cultural layer. Growing up in Indonesia, it learned that the polite thing to do was to let elders, or people considered more important, speak first. And I was taught that sometimes I should speak only when asked. Silence was not weakness. It was respect. I did not realize until later how much of that I carried with me. Over the past 20 years, I’ve learned that leadership isn’t about volume—it’s about showing up more intentionally. The goal is not to show off a bigger personality. It’s about building authority and trust while making your thinking resonate in a way people can see, hear and act on. Here are four strategies that can help quieter ad leaders and more introverted execs get seen and heard in our industry: **Put yourself where others can see you** I used to be the kid who sat in the back of the classroom and proved myself through my work. But good work doesn’t always speak for itself in a meeting room if no one notices you’re there. Where you position yourself in the space matters. For me, that means sitting closer to the front or center of the room rather than on the sidelines. It sounds like a small shift. But being in a position where people can see you changes how others perceive you. If you’re physically removed from the conversation, it’s harder to take part. Visibility starts before you say anything, with choosing to be seen. **Come ready to contribute** Being quiet or introverted doesn’t make you passive. It means you need to be more prepared if you want to excel in a group discussion. Before meetings, I write down two or three things I’m prepared to discuss. These might be points of view, questions, concerns or issues I believe the team needs to decide. The point isn’t to force myself to talk. It’s to make sure I’m ready to add value when the moment comes. If you’re invited to a meeting and don’t know your role, ask. There’s a reason you’re there. And if there isn’t, that’s worth knowing too. In an AI world, no one’s value is simply “taking notes.” Your value involves judgment, perspective and contribution. So decide what you want to contribute in advance to help you jump in. **Don’t just listen—watch** When I’m not speaking, I’m listening. But I’m also watching the room. I pay attention to body language, tension and the people who may be agitated, annoyed or holding back, even if they’re trying not to show it. Watching with intention is a way of gathering information. Often, the person talking the most isn’t the one who best understands others’ perspectives to guide team thinking and move the group forward. Noticing who hasn’t been heard, or what concern hasn’t been named, can help build trust if you’re willing to call it out and make it part of your contribution. **Use your voice to bring other voices in** I often reach out to younger employees or quiet team members who may be afraid to speak up. Leadership isn’t just making sure your own voice is heard. It’s noticing whose voice is missing and creating room for more points of view. When the same leaders or personalities dominate every room, teams can fall into repetitive patterns. Decisions may happen faster, but lack innovation. In advertising, that can lead to narrower ideas, repeated blind spots and campaigns shaped by the loudest voice rather than by the team’s full intelligence. Our industry doesn’t need fewer bold voices. Those will always be important. But it does need a broader understanding of what leadership looks like in action. It needs more ways besides speaking the loudest for people to contribute meaningfully. When we expand what’s valued to incorporate different ways communicating and leading, we build stronger teams, make better decisions and create better work. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings **Tags:** BBDO New York **Sections:** Community Voices --- ### [How TaylorMade Told the Human Story Behind Its Drivers](https://musebyclios.com/musings/how-taylormade-told-the-human-story-behind-its-drivers/) **Published:** May 12, 2026 **Author:** David Gianatasio **Content:** Sports marketing is about certainty: What works, what performs, what wins. But in my experience, the real story is much closer to iteration, failure and doubt. This is where the tension lies. With “Finding Fast,” this is where we started. When Zambezi approached me with the idea of crafting a long-form documentary for TaylorMade, the brief appeared simple. Launch the Qi4D driver with a film about speed. It’s the kind of story that resolves itself before you start. So from the jump, we foraged for a deeper story about how the brand even got here. The relentless push for new tech. Setbacks. Testing. Missteps. Rollbacks. Engineering teams at TaylorMade are in constant negotiation with what isn’t working yet. TaylorMade embraces failure in its process and was keen to make this clear. Armed with this commitment to candor, we set out to get as intimate a look as we could inside a category that usually hides process behind perfection. For me, honesty requires connection—and connection through a lens is relative to proximity. I needed the subjects to buy in on me getting uncomfortably close. Near enough that I took on the role of DP. Narrowing the gap between subject and storyteller is the best route I know to find some sort of truth. I also tend to approach documentaries like a conversation. Uncovering as I go. I want to discover something in making a doc. If I don’t, probably neither will the audience. The best docs are malleable and felt. You can hardly pin a theme to them. Flannery O’Connor’s sentiment rings true: “Discussing story-writing in terms of plot, character and theme is like trying to describe the expression on a face by saying where the eyes, nose and mouth are.” To their credit, the team at TaylorMade embraced the vision we were after and allowed space for us to find the film’s shape. Even when it wasn’t clear what that shape would be. Play Films like [All That Breathes](https://www.youtube.com/watch?v=GoTlULspDyY) and [Nomadland](https://en.wikipedia.org/wiki/Nomadland) were front of mind for me. There’s a candor inherent to indie film that more brands could benefit from. We used very few lights. Embraced negative space. Let the story unfold at its own pace. For lensing, I went with Camtec’s “Astra” Master Primes, developed with Hoyte van Hoytema. They lured the film to a more tactile place. We kept repeating the phrase “heavy is the crown” during production. I knew this film needed to have teeth. Thankfully, Zambezi creative director Jay Morrison was willing to trudge through uncertainty with me to find them. Production consisted of several nimble teams in various locations across the country, often awaiting the call from producer Pia-Louise Lauritsen. We were poaching actual testing sessions where players decided whether they would switch to the new driver. Real-time development and testing like this are rarely made available for filming. Notice was short, but the tension was invaluable. In the end, this film had to be about people. More than product, tech or even golf. Alongside executive story producer Daniel Amigone, we discarded the formalities of traditional interviews, bypassed celebrity varnish and flattened the hierarchy. Tour players, executives, fitters, engineers—they all spoke candidly. No soft edges or mannered soundbites. Just driven people working through something in real time. The success of “Finding Fast”—over 10 million views in under two months—has very little to do with speed. It has to do with a brand being honest and an entire team being willing to sit inside the unknown. We didn’t make this film by being certain. We made it by trusting the process would hold, even when it didn’t look like it would. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Behind the Scenes, Musings, Sports **Tags:** TaylorMade, Zambezi **Sections:** Community Voices, Entertainment --- ### [Maybe Men Should Do Some Heavy Lifting for Mother's Day (and Beyond)](https://musebyclios.com/health/maybe-men-should-do-some-heavy-lifting-for-mothers-day-and-beyond/) **Published:** May 8, 2026 **Author:** David Gianatasio **Content:** Chivalry’s the flex as Mother New York encourages men to help moms by lifting baby carriages up the steps of the city’s 300+ subway stations that don’t have elevators. Dubbed “M.A.M.A. Training: Men Assisting Moms Ascending,” the Mother’s Day message hit home as the team filmed in Gotham’s transit system. “Between takes, only one person stopped to ask if our actress needed help with her stroller—a woman, of course. Men just walked right past,” agency senior art director Din Terpuni tells Muse. “We filmed the workout at True North Training in Williamsburg. Their space gave us everything we needed: exposed brick, the giant fan and, of course, enough space for a bunch of sweaty dudes to lift strollers over their heads. It was quite the visual. People on the street kept stopping to stare and take photos.” Mother will host a [“M.A.M.A. Training Day”](mamatraining@mothernewyork.com) at the venue on May 9. And you’ll work those pecs, because, “Strollers are heavier than they look,” Terpuni says. “During the first round of overhead presses, everyone was smiling. But by round six, the guys were properly gassed. Turns out hauling a stroller around all day is no joke—which was kind of the point.” Now, if guys could just learn not to take up two seats on the train. Maybe some enterprising agency can work on that one for Father’s Day. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Health and Wellness **Tags:** Holidays, Mother, Mother's Day **Sections:** Lifestyle --- ### [Devil Wears Prada 2 Proves Nostalgia Is the Reigning Cultural Model](https://musebyclios.com/musings/devil-wears-prada-2-proves-nostalgia-is-the-reigning-cultural-model/) **Published:** May 8, 2026 **Author:** David Gianatasio **Content:** The year is 2006. LeBron wins his first playoff series and Anne Hathaway stars in The Devil Wears Prada—a case study in ambition, anxiety and fashion. Fast forward to 2026. LeBron is still winning, and Anne’s once again lighting up screens in The Devil Wears Prada 2. In those two decades, an entire generation grew up and developed a deep attachment to the things that once made adulthood feel exciting. That’s why the sequel isn’t just performing well, it’s exploding—pulling in over $230 million globally in its opening weekend. But that success goes far beyond the numbers, signaling something more important about the cultural moment. Of course, nostalgia has always played a significant role in media and marketing. But today, it’s no longer just a sentimental trick. It’s become a genuine emotional lever, creating connection in deeper and meaningful ways. In our era of algorithmic sameness, economic uncertainty, AI anxiety and endless scrolling of noise, “familiarity” isn’t a dirty word. It suddenly feels premium. People aren’t only buying products—or in the case of Prada 2, movie tickets. They’re reliving eras, recapturing special feelings and revisiting versions of themselves and the world they miss. Culturally fluent brands understand this. What makes Prada 2 work so beautifully isn’t that it brings back beloved characters that people fondly remember. That’s table stakes these days. Rather, it preserves the key elements people remember while evolving them to fit the context of today’s world. The characters have the same traits and the fashion universe still feels impossibly glossy. But the storyline has shifted to match our modern media landscape and the endless hype cycle of relevance. That means the filmmakers remembered their audience grew up along with the franchise. And for me, that’s the magic formula. Nostalgia plus relevance. “Nowstalgia” if you will. The smartest brands have been mastering this playbook for years. The best [retro sneaker](https://www.marieclaire.com/fashion/celebrity-style/nike-cortez-sneakers-gabrielle-union/) drops from Nike, Jordan and Adidas aren’t just old silhouettes brought back for a newer audience. They’re the ones that reconnect people to a specific era, aspiration or identity. The [Barbie movie](https://musebyclios.com/film-tv/barbie-may-be-plastic-but-her-shared-world-is-fantastic/) turned decades of childhood memories into a billion-dollar extravaganza by transforming nostalgia into something self-aware, modern and socially fluent. And even McDonald’s understands that a [Happy Meal](https://www.thedailymeal.com/2083292/mcdonalds-changeables-happy-meal-toys-comeback/) isn’t really about food. It’s about emotional bonding disguised as lunch or dinner. For me, perhaps the most intriguing aspect of the Prada 2 experience is how [brands themselves](https://www.forbes.com/sites/oliviashalhoup/2026/05/07/the-devil-wears-prada-2-opens-to-a-smash-success---but-is-it-marketing-or-nostalgia-doing-the-heavy-lifting/) raced to join in. That wasn’t the case 20 years ago. Apparently, fashion houses kept their distance from the original film, nervous about industry backlash and the looming shadow of Anna Wintour. This time around, however, fashion labels, retailers, coffee chains and more understood this wasn’t about product placement. This was about attaching themselves to a cultural moment. The future of marketing isn’t about constantly chasing culture. It’s about brands understanding how to remix emotional memories into something meaningful for today. The brands winning today are making the past feel alive again. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings **Tags:** DEPT **Sections:** Community Voices, Entertainment --- ### [Rebecca Lee on Designing Callaway Golf's New Clubs](https://musebyclios.com/2-minutes-with/rebecca-lee-on-designing-callaway-golfs-new-clubs/) **Published:** May 10, 2026 **Author:** Shahnaz Mahmud **Content:** [Rebecca](https://www.linkedin.com/in/jrebeccalee/) is a seasoned design and innovation director with over 20 years of experience designing mass-market global consumer products across multiple industries. Currently, as the first female director of industrial design overseeing all global products at Callaway Golf, she leads a team of designers with a global portfolio of products. We spent two minutes with Rebecca to learn more about her background, her creative inspirations and recent work she’s admired. # Rebecca, tell us … ### Where did you grow up, and where do you live now? I was born in Korea and moved to Scotland at age 4, later living in England. At 14, I spent a few years in Seoul, and now I call Southern California home. ### What is your earliest sports memory? Watching [Steffi Graf](https://en.wikipedia.org/wiki/Steffi_Graf), [Andre Agassi](https://en.wikipedia.org/wiki/Andre_Agassi) and [Boris Becker](https://en.wikipedia.org/wiki/Boris_Becker) during the [Wimbledon Championships](https://en.wikipedia.org/wiki/Wimbledon_Championships) in the ’80s, being fascinated by the game and asking my parents to start tennis lessons. ### Who are your favorite athlete(s)? I have so many favorite athletes across different sports that it’s hard to choose just one. What really draws me in is the story behind the player, especially underdog journeys marked by perseverance, grit, determination and a commitment to excellence in their sport. ### What is your favorite sports movie and/or show? Movie: [Moneyball](https://en.wikipedia.org/wiki/Moneyball_(film)). Out-of-the-box team building approach using data to identify undervalued players on a limited budget. I also appreciate the underdog aspect of how a small budget team challenged traditional systems and proved they could compete at the highest level. ### What is a recent project you’ve been part of that you’re proud of? The new Quantum family line of golf clubs at [Callaway](https://www.callawaygolf.com/?srsltid=AfmBOop6LZgcOn4cdgX_AXqU1imAVKZEhlR6P0lHdgkcqZRdA_O-jXA2). Bringing this new face technology to market has been a major team effort over the past few years. Specifically, I’ve led the aesthetics, shaping the clubs’ visual identity. We’ve created a compelling look that draws users in and enhances its appeal, while improving the technical element of the products. ### Can you share someone else’s recent work that you admire? I’ve been drawn to [Judy Chicago](https://en.wikipedia.org/wiki/Judy_Chicago). I first encountered [“Pasadena Lifesavers Yellow #4”](https://collections.lacma.org/object/269186) at [Los Angeles County Museum of Art ](https://www.lacma.org/)without knowing much about her at the time. The work immediately stirred something in me. And as I later learned more, I gained a deep appreciation for her role in shaping and advocating for feminist art and contemporary minimalism within a predominantly male-dominated field. ### What can sports do that nothing else can? Sports is unique and versatile. It can be deeply personal, challenging you to push your limits, refine your skills, strive to become the best version of yourself. At the same time, it can extend beyond the individual creating connections through teams and competitions. On a larger scale, sports can unite entire communities and nations cultivating a sense of pride, identity, and a collective spirit. ### What would you be doing if you weren’t working in the sports space? Maybe a fusion cuisine chef, or an architect, composer, or a children’s book illustrator. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:maher.labban@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Advertising, Sports **Tags:** Callaway Golf **Sections:** Community Voices, Entertainment --- ### [Liquid Death Unleashes Threats to Life and Limb(s)](https://musebyclios.com/advertising/liquid-death-unleashes-threats-to-life-and-limbs/) **Published:** May 6, 2026 **Author:** David Gianatasio **Content:** Our hapless hero yearns for sparkling mountain water straight from the source. But nature takes a terrible toll. Dude has to bite off a leg and let possums gnaw apart one of his arms to survive. Now, most consumer brands wouldn’t dare show someone losing a limb—let alone two. But Liquid Death isn’t most brands. Did we mention that the guy uses his fingers for kindling? That goes about as well as expected. And then a hungry bear shows up… Play Yes, the spot tries too hard to be outrageous. But LD succeeds through Monty Pythonesque willingness to double, triple and quadruple down on stupidity. This feels like an ad the brand would’ve popped open a few years back, a return to its no-holds-barred marketing roots after forays into tamer fare (including its recent [Super Bowl commercials](https://musebyclios.com/super-bowl/will-liquid-deaths-big-game-ad-make-heads-explode/).) “I actually wrote the idea for this 16 years ago, but it never came to be,” [Will Carsola](https://www.instagram.com/willcarsola/), who directed the :60, tells Muse. “The basic premise was that a simple problem just keeps getting worse, unnecessarily absurd and ridiculously painful for the character.” “That’s why I always keep failed ideas in the back of my head. You never know when it might work out later under different circumstances or by simply adding a little Liquid Death.” Props to actor Dan Wolfe for keeping the scenario grounded through neat comic timing and manic everyman vibes. **CREDITS** Founder/CEO: Mike Cessario SVP Marketing: Dan Murphy VP of Creative: Andy Pearson VP of Marketing: Greg Fass Creative Director: Will Carsola Associate Creative Director: Stu Golley Senior Nihilist: Brendan Kelly Brand Marketing Director: Tia Sherwood Brand Manager: Jeanne Irwin Head of Production: David Kleiler Senior Producer: Zoë Andrikidis Producer: Rylee Brown Director: Will Carsola Director of Photography: Jon Salmon 1st AD: Julian Metter Production Manager: Barry Smoler Gaffer: Billy Yates Key Grip: Jay Lopez Production Designer: Joe Holliday VFX: Flawless Color: Bryan Smaller @ Company 3 Editor: Tyler Beasley ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Liquid Death **Sections:** Trending --- ### [Freshpet's There for Your 'Better Half'](https://musebyclios.com/advertising/freshpets-there-for-your-better-half/) **Published:** May 4, 2026 **Author:** David Gianatasio **Content:** Tell it to the pooch! Folks do just that in Terry & Sandy’s latest work for Freshpet, an unassumingly sweet study of our everyday bond with dogs. Thankfully, this isn’t a goofy spoof with sassy, anthropomorphized pups chatting it up—or an interspecies tearjerker in doggos’ clothing. Rather, the team presents “Kitchen Conversations.” Owners shoot the breeze with canines as they dish up Freshpet for their furry friends’ breakfasts. These scenes portray fidos as attentive companions, always available for quick consultations, helping their two-legged pals frame issues, focus and feel better about life’s little (and not so little) challenges. It’s a simple, compelling approach that should resonate, underscoring the brand message of serving “Better Food for Your Better Half.” They don’t talk back. The day’s looking up already. T&S CCO Amy Ferguson says the campaign works on two levels. “‘Better Food’ speaks to Freshpet’s uncompromising commitment to quality and fresh ingredients, while ‘Better Half’ honors the profound emotional bond between dogs and their people.” “It’s a launch pad that gives us a sliding scale to tell stories that can live anywhere from product truth to pure emotion,” Ferguson says. “It was my first Freshpet campaign, so I wasn’t sure what to expect. But the dogs were absolute pros—like, weirdly professional,” Ferguson recalls. “They were in the room next to us and they barely made a sound. “The handler—who was of course wearing a shirt that said ‘I Let the Dogs Out’—brought them over to visit and they politely showed off tricks like tiny overachievers. We clamored for photos with the dogs after we wrapped just like we do when we’re on set with celebs.” Directed by [Matt Aselton](https://uk.artsandsciences.com/directors/us/matt-aselton/) via Arts & Sciences, the push drops today across TV, streaming and social platforms. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Freshpet, Terry & Sandy **Sections:** Trending --- ### [Putting the Caregiver Experience in Sharper Focus](https://musebyclios.com/health/putting-the-caregiver-experience-in-sharp-focus/) **Published:** May 6, 2026 **Author:** David Gianatasio **Content:** In America today, some 16 million caregivers feel increasingly squeezed from both sides. This “Sandwich Generation” nurtures their kids while providing aid and comfort to aging, often ill parents. Stress runs high as personal and financial struggles abound. Sweatshop director [Reinaldo Marcus Green](https://en.wikipedia.org/wiki/Reinaldo_Marcus_Green) and BBH London capture this reality for Genentech in a 2-minute film that blends animation and live action. Specifically, the spot touts Vabysmo, a prescription eye medication for older adults. Above and beyond that pitch, however, the scenario stresses that for people who watch over others, it’s all about “love and sacrifice. It’s beautiful and brutal. All if it deserves to be SEEN.” To that end, the clip presents quick cuts and jagged images conveying the disorientation caregivers often experience. Documentary-style scenes fuse with unsettling stop-motion segments from director Baz Sells via One6th Studio. Such bits include a woman riding a unicycle across a tightrope with prying eyes watching her every move. Later, she juggles open mouths as voices echo and plates precariously spin on sticks nearby. “I’ve experienced firsthand how much is carried behind the scenes—supporting my own mom through vision loss,” Genentech marketing team director Erin Echter. “Caregivers are often the ones advocating, navigating care and helping their loved ones stay on treatment to maintain their vision and independence. This campaign is about ensuring they feel seen, supported and recognized for all they do.” ![](https://cdn.musebyclios.com/wp-content/uploads/2026/05/06071946/care-2.jpg)“Combining live action and stop-motion helps demonstrate our caregivers’ lived and hidden pressures,” BBH creative director Alistair Robertson tells Muse. “While the live action grounds the relentless reality, animation gives form to the internal, unspoken strain.” “This craft choice turns emotional truth into something felt, not explained—making the invisible visible. By expressing both love and resentment at the same time, our campaign aims to build trust with caregivers and deliver on the mission to make them feel seen and understood.” He adds: “By refusing to simplify the experience, the campaign gives caregivers permission to acknowledge their full reality without guilt. It positions the brand as an empathetic partner in caregivers’ daily reality—a partner that understands their complexity and stands alongside them, not just the patient.” Indeed, this approach feels timely and on point. It buoys the message with imagery that should draw viewers’ eyes and, perhaps, help them see complex issues in a new light. **CREDITS** Client: Genentech Brand: Vabysmo Campaign title: “Do I Look Like I Care?” Creative agency: BBH London Executive creative director: Jon Chapman Creative director: Alistair Robertson Medical writers: Rameez Pervaiz, Jonida Ramekaj Design director: Olive Tebby Senior motion designer: Seb Camilleri Managing partner: Clementine Gait Business lead: Dia Chilintan Account director: Laura Walsh Account manager: Kirsty Campbell-Birkett Senior strategist: Mary Parker Strategy director: Sabrina Anderson SVP, Social Excellence: Brian Mook Agency film producer: Lisa Nicholls Production company: The Sweetshop Director: Reinaldo Marcus Green DOP: Stuart Bentley EP: Morgan Whitlock Producer: Theo Youngstein Stop Motion Animation Studio: Baz & Ben @ One6th Stop Motion Director: Baz Sells Stop Motion Producer: Ben Jackson Art Director: Sanna Räsänen Editor/s: Billy Mead Edit House: TenThree Post-production company: Rascal Post-production producer: Callum O’Brien EP: Jenna Le Noury Colourist: James Bamford Sound studio: Rascal Sound engineer: Izaak Buffin Sound Producer: Clementine Beck Music composer: Zebedee Budworth Music supervisor: Daniel Olaifa Music company: Black Sheep Music ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Health and Wellness **Tags:** BBH London **Sections:** Lifestyle --- ### [So Absurd: Skittles Leads Our 5 Ads of the Week](https://musebyclios.com/advertising/so-absurd-skittles-leads-our-5-ads-of-the-week/) **Published:** May 7, 2026 **Author:** David Gianatasio **Content:** ### Bestie: Skittles Gets Weird With Kangaroos and Jellyfish TBWA\\Chiat\\Day and Epoch director Carl Sundemo revel in absurd scenarios, such as two nerds riffing from inside the pouch of a man-garoo. Bouncy practical effects leave AI in the Outback dust. [Read More](https://musebyclios.com/advertising/skittles-goes-wild-with-kangaroos-and-jellyfish/) **And in no particular order…** ### Liquid Death Unleashes Threats to Life and Limb(s) Stay out of the woods! The canned water titan reasserts its status as adland’s naughtiest player with an uproarious bit of subversion. Remember: fingers make great kindling. [Read More](https://musebyclios.com/advertising/liquid-death-unleashes-threats-to-life-and-limbs/) Play ### Putting the Caregiver Experience in Sharper Focus Genentech, BBH London and director Reinaldo Marcus Green might open some eyes with their canny combination of stop-motion and live action. Artsy and intense with a big heart. [Read More](https://musebyclios.com/health/putting-the-caregiver-experience-in-sharp-focus/) ### Thierry Henry Flexes His Acting Chops for Samsung Dude shouldn’t quit his day job. Still, Thierry appears to have fun playing kooky roles in a campaign timed to the FIFA World Cup. [Read More](https://musebyclios.com/sports/thierry-henry-flexes-his-acting-chops-for-samsung/) ### Freshpet’s There for Your ‘Better Half’ Cute—but not too cute. Though lighthearted, this one says a lot about owners’ deep relationships with their dogs. From Terry & Sandy and director Matt Aselton. [Read More](https://musebyclios.com/advertising/freshpets-there-for-your-better-half/) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Freshpet, Genentech, Liquid Death, Samsung, Skittles **Sections:** Entertainment, Trending --- ### [M&S Shows Its Summer Spirit With Amelia Dimoldenberg](https://musebyclios.com/fashion-and-beauty/ms-shows-its-summer-spirit-with-amelia-dimoldenberg/) **Published:** May 7, 2026 **Author:** David Gianatasio **Content:** To hype its summer collection, Marks & Spencer stages the most congenial tennis match of all time. “Love” takes on a whole new meaning as the players volley compliments across the net: British comedian [Amelia Dimoldenberg](https://www.instagram.com/ameliadimz/) presides from the umpire’s chair, taking over for spokes-star Gillian Anderson, who held court in M&S’ spring campaign. Those ads introduced the cheeky “Love That” theme, which proved popular with viewers. “When we launched ‘Love That’ in March, we knew we had something special. But none of us predicted just how big it would become,” says M&S marketing director for fashion, home and beauty Sharry Cramond. “System1 [ranked it in the top 10](https://system1group.com/ad-of-the-week/love-that-ms-spreads-happiness-with-a-new-fashion-ad-classic) global fashion ads ever tested—and customers and colleagues love it too.” So, the new commercials seek to boost that momentum and cement the U.K. retailer’s position as a provider for all seasons. Here, Amelia’s a lifeguard who doesn’t brook any nonsense at the pool: Alice Kunisue directed the videos through ProdCo. Mother London led creative development. Along with the spots, work will span social and live events with influencer content in the mix. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Fashion and Beauty **Tags:** Marks & Spencer, Mother London **Sections:** Entertainment, Lifestyle --- ### [InHERitance: Breaking the Silence Around Hereditary Ovarian Cancer](https://musebyclios.com/partner-content/inheritance-breaking-the-silence-around-hereditary-ovarian-cancer/) **Published:** May 8, 2026 **Author:** David Gianatasio **Content:** This campaign didn’t begin with a brief or a whiteboard session. It began with silence. An origin story that stretches back generations: a tiny mutation, threaded quietly into family trees. That mutation was carried forward not only by DNA, but by an unspoken rule: There are parts of a woman that you don’t talk about. For years, ovarian cancer moved through families like a rumor. Unnamed, unexplained, unchecked. At the heart is a simple question: Why is a disease this serious still so silent? I’ll be honest, I too ran from talking about it. Maybe it was shame. Maybe I wasn’t ready. Then I met Evelyn Capistrano. She stood up in front of hundreds of people and did something simple and radical: She spoke the truth. Evelyn didn’t want sympathy; she wanted clarity. After her own delayed ovarian cancer diagnosis, she was fueled by a need to change the conversation. “How does this happen when we’re doing everything we’re supposed to do?” Evelyn said. “Information isn’t present like it is for other cancers. They don’t do the same thing for ovarian cancer. It’s zero. There’s nothing, not a single thing that shows a woman that there is any kind of overlap with other symptoms, or her risk.” Her story made our message clear: know your history, ask questions, pursue genetic testing if your family tree whispers suspicion. Evelyn’s role at Digitas Health then went far beyond VP, User Experience Design. She became our voice and our ambassador for changing the conversation around this deadly disease. “Silence isn’t just the lack of conversation; it’s a barrier to care,” our partner Lauren Ashley German of the National Ovarian Cancer Coalition (NOCC) said. Unlike other cancers, ovarian cancer lacks routine screening. Women are told to “know the symptoms,” yet those symptoms often appear late. “By the time they present, it’s likely in later stages,” Lauren Ashley explained. Without conversation, there’s no awareness—and without awareness, there’s no action. This gap, between what women are told and what they can actually do, was the space *[Silent inHERitance](http://silentinheritance.org)* set out to address. Time spent with Dr. Kara Long-Roche, MD, MSc, FACOG from Memorial Sloan Kettering, revealed more. “We now understand that this cancer starts in the end of the fallopian tubes, not in the ovaries at all. This was a big light bulb moment for us in understanding why this disease can be so difficult to diagnose.” Regarding late-stage diagnosis, she adds, “People don’t have any signs until the disease is advanced, when they start feeling very ill, bloated discomfort, trouble moving their bowels, trouble eating. Unfortunately, by that point, the disease is almost always stage three or stage four.” Dr. Long-Roche has dedicated her career to advancing prevention. She believes it’s the most immediate way to make an impact: “Prevention is the only way we’re going to make a difference right now. If we can identify who’s at high risk, we can act early, especially for those with a family history of the disease.” She also emphasizes the critical role of genetic awareness, noting that about 1 in 5 ovarian cancer patients carry a mutation. “When patients learn their status, it opens the door for family members to get tested,” she explains, creating a ripple effect that can help protect and even save lives across generations. InHERitance was built to drive action. If early detection isn’t possible through screening, then understanding family history and pursuing genetic testing becomes critical. This need became even more urgent as the science behind hereditary risk revealed how much has been missed. For years, BRCA dominated the conversation around genetic risk, usually centered around breast cancer, leaving many women not knowing their increased risk of ovarian. Additionally, emerging mutations like RAD51D are reshaping that understanding, proving that families can carry risk that traditional testing once overlooked. The implication is powerful: what we thought we understood about inheritance is only part of the picture. As more mutations are discovered, it’s becoming increasingly clear that ovarian cancer hasn’t been rare or random; it’s been under-recognized. That realization is what transforms InHERitance from a campaign about awareness into one about urgency. Without knowledge of family history, and without keeping pace with evolving science, women are left navigating vague symptoms without context. “That’s the piece you can control,” said Lauren Ashley. “You have a choice for you and for your daughters.” Yet even that choice is often delayed or avoided. The campaign uncovered how stigma, fear, and misinformation prevent people from acting. Ovarian cancer sits at the intersection of medicine and taboo—tied to reproductive health, cultural discomfort, and long-standing silence. “When you talk about that part of the body, people don’t want to go there,” Evelyn explained. “There are religious, political, and cultural layers. It’s not just medical; it’s emotional.” Those layers don’t just keep people from talking; they keep people from getting care. That’s why InHERitance doesn’t just raise awareness; it reframes the conversation. It shifts the narrative from reaction to prevention, from uncertainty to control. As Evelyn put it, “You can remove the ‘I wish I knew’ moment. Now we’re telling you what you can do.” For Lauren Ashley, the mission is both professional and deeply personal. “I made it my mission to give ovarian cancer a seat at the table of women’s health,” she said. Because despite its impact, it has long been left out of the broader dialogue. For me, the story is personal. My mother lived with ovarian cancer for 19 years; she had genetic testing and was told she was negative. After she died, a doctor encouraged me to get screened anyway. I did so, reluctantly. When we met to review my results, my doctor looked at me and said, “I think we just saved your life.” That sentence, the permission to act, to test, to prevent, is the counterpoint to generational silence. It turned an inheritance of fear into an inheritance of choice. During the making of this campaign, I watched real lives reroute. Women decided to get tested. Find out uncomfortable truths. Families began sharing history they’d never talked about. That impact may never be captured neatly in metrics, but one life changed is enough to know the work matters. Because what we inherit doesn’t have to define us. But understanding it just might save us. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Partner Content **Tags:** Digitas Health **External partners:** Digitas Health **Sections:** Community Voices, The Clios --- ### [Flipkart Wheels Out the Leopard-Skin Luggage](https://musebyclios.com/worldviews/flipkart-rolls-out-the-leopard-skin-luggage/) **Published:** May 4, 2026 **Author:** David Gianatasio **Content:** Here are some notable campaigns that broke far and wide in recent weeks, curated by Muse sibling [Ads of the World](https://www.adsoftheworld.com/). ### Flipkart, ‘Sasa Lele 2.0’ Agency: Kinnect Building on its signature earworm and operatic absurdity, the campaign transforms the product catalogue into a high-energy, surreal performance. With exaggerated visuals and repetitive hooks, it mirrors the thrill of getting more than expected, twice over. Moving beyond traditional retail messaging, spots blend commerce with spectacle to drive engagement and land as memorable cultural moments. [Read More](https://www.adsoftheworld.com/campaigns/sasa-lele-2-0) Play ### De Prati, ‘The look Is De Prati’ Agency: BBA Ecuador Capitalizing on the buzz around The Devil Wears Prada 2, De Prati launched a digital initiative that inserts the local brand into global pop culture. Shot in Quito, a series of reels recreates iconic fashion looks with high production values, blending snazzy art direction, urban settings and editorial-style photography. More than homage, the work reinterprets a global trend through a local lens, positioning De Prati as a brand attuned to contemporary style and cultural conversation. [Read More](https://www.adsoftheworld.com/campaigns/el-look-es-deprati) Play ### Corporate Traveller, ‘Secret Agent’ Agency: Friske This fun spot parodies high-stakes spy thrillers to showcase travel management. A suave agent in a tense interrogation room avoids a crisis, not with gadgets, but by effortlessly booking a flight and vegan meal via the platform. This campaign highlights how their technology makes complex business travel logistics feel like a simple mission. [Read More](https://www.adsoftheworld.com/campaigns/secret-agent) Play ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Worldviews **Tags:** corporate traveller, deprati, flipkart **Sections:** Trending --- ### [Thierry Henry Flexes His Acting Chops for Samsung](https://musebyclios.com/sports/thierry-henry-flexes-his-acting-chops-for-samsung/) **Published:** May 5, 2026 **Author:** David Gianatasio **Content:** How would Thierry Henry acquit himself playing an action hero, K-drama Romeo, P.I. or astronaut? Judge for yourself as the soccer legend adopts various guises for Samsung: Nice spaceman. But his sports presenter needs work. Heh. Breaking ahead of the FIFA World Cup, the campaign seeks to convey Samsung’s standing as a TV leader in fun, sharable fashion. To that end, Henry’s likable persona shines through, while the role-playing adds an extra layer of goofy charm. “Henry was completely game, and has this singular confidence that makes him feel like he belongs in any scene, whether he’s delivering a noir monologue or hanging off a helicopter,” says Luke Somasundram, ACD at BBH Singapore, which helped develop the initiative. “We ended up using nearly everything we shot, aside from a few outtakes that might eventually see the light of day.” The work starts rolling out today across 25 European markets. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/05/05081605/henry-2.jpg) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Sports **Tags:** Samsung, World Cup **Sections:** Entertainment, Trending --- ### [Skittles Gets Weird With Kangaroos and Jellyfish](https://musebyclios.com/advertising/skittles-goes-wild-with-kangaroos-and-jellyfish/) **Published:** May 1, 2026 **Author:** Amy Corr **Content:** Skittles’ latest work might not rank as its most absurd campaign of all time. (The [piñata man](https://www.youtube.com/watch?v=7Ht3JPdLFcw) and [edible pox](https://www.youtube.com/watch?v=64NZMd1UAbQ) can never be topped.) Still, ads breaking today via TBWA\\Chiat\\Day for the brand’s gummies move the nuttiness needle into the red. First, two nerds find sweet, soft comfort in the pouch of a human-kangaroo hybrid: “Each spot was built practically: real suits, real puppetry, real performers sharing physical space with actors,” agency GCDs Katie Bero and Brian Culp tell Muse. “The kangaroo-man combined a large-scale puppet body with an actor inside. We added prosthetics, arm puppeteers and an oversized furry pouch from which two teens revealed themselves.” Next, big-ass jellyfish give some (lucky?) guy a massage: Finally, a balloon pooch performs the butt-scootin’ boogie: Puppeteers guided the doggie and sea creatures, their rigs removed in post. “We chose practical effects deliberately,” say Culp and Bero. “Skittles lives in a world where the absurd is treated as completely normal—and that requires physical truth.” “A CGI jellyfish reads as an effect. A real one, with weight, presence and slime, reads as fact—which is far more disturbing. The slight wrongness in how practical creatures move and occupy space is exactly where Skittles’ humor lives.” Epoch’s Carl Sundemo directed with Gen Z shareability in mind. Clips will roll out across TV and digital. ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Ad of the Week, Advertising **Tags:** Skittles, TBWAChiatDay **Sections:** Trending --- ### [This Dancing Spider Sure Loves Gröna Lund Theme Park](https://musebyclios.com/eurovisions/this-dancing-spider-sure-loves-grona-lund-theme-park/) **Published:** May 5, 2026 **Author:** David Gianatasio **Content:** Here are some notable European commercials that broke in recent weeks, selected by Muse sibling [Ads of the World](https://www.adsoftheworld.com/). ### Gröna Lund Theme Park, ‘The Spider’ Agency: Filmic Animation Swedish studio Filmic Animation created a full CGI film for Gröna Lund, following a spider dancing through the park as it spins webs to build a new ride. Released ahead of the park’s spring opening and running mainly in cinemas, the film placed strong emphasis on character design. Working with Parks & Resorts, the team struck a balance between cute and slightly creepy, using human-like movement and choreographed leg positions to give the critter a distinctive, almost balletic personality. [Read More](https://www.adsoftheworld.com/campaigns/the-spider-810710d6-4fd4-41d7-8c56-b2e029d46d0c) Play ### YouSee, ‘Chain Reaction’ Agency: Robert/Boisen & Like-minded Inspired by the idea that everyone has a hidden “signature move,” the film shows spontaneous, often awkward dance moments spreading through everyday situations from person to person. Carefully choreographed to feel organic, the ripple effect becomes a playful chain reaction, capturing how shared entertainment can spark unexpected connection and collective energy. [Read More](https://www.adsoftheworld.com/campaigns/chain-reaction-a22a1c79-e093-499f-9220-b0055fcde660) Play ### McDonald’s France, ‘Bear With Me’ Agency: TBWA\\Paris McDonald’s France celebrates its family-focused heritage with a campaign reimagining the idea that sharing brings people together. The live-action film follows a bear who will do anything to bring a smile back to a rabbit’s face. A stroll through the city, little acts of kindness… and one essential stop: McDonald’s. The twist? These characters are revealed to be a father and daughter, represented by the emojis they use to communicate with each other on their phones. [Read More](https://www.adsoftheworld.com/campaigns/bear-with-me) Play ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Eurovisions **Tags:** Gröna Lund, McDonald's, YouSee **Sections:** Entertainment, Trending --- ### [Filmmaker Mark Harris Bets Everything on His Latest Project, 'The Platform'](https://musebyclios.com/2-minutes-with/filmmaker-mark-harris-bets-everything-on-his-latest-project-the-platform/) **Published:** May 5, 2026 **Author:** Shahnaz Mahmud **Content:** [Mark ](https://www.imdb.com/name/nm0365060/)is a writer, director and producer. He began in unscripted television. He co-created “Kicking & Screaming” for Fox, as well as Kevin Hart’s What the Fit for YouTube. His work in the nonfiction space earned him a Producers Guild Award nomination and a Realscreen Award. In the narrative space, Mark’s scripted work explores identity, moral reckoning and the resilience of ordinary people facing extraordinary circumstances. We spent two minutes with Mark to learn more about his background, his creative inspirations and recent work he’s admired. # Mark, tell us … ### Where you grew up, and where you live now. I grew up between Hawaii and Los Angeles. I’m based in L.A. now. ### How you first realized you were creative. I just knew writing was the one thing I was better at than everything else—and the only thing I actually enjoyed. ### A moment from high school or college that changed your life. Getting into [USC’s graduate film](https://catalogue.usc.edu/preview_program.php?catoid=12&poid=12576) program. That was the first validation that I might actually have something worth pursuing. ### Your most important creative inspirations, and some recent stuff you love. I grew up on [Steven Spielberg](https://en.wikipedia.org/wiki/Steven_Spielberg)—the scale, the storytelling, the range. But I was also the kid watching [Martin Scorsese](https://en.wikipedia.org/wiki/Martin_Scorsese) films way too early—[Taxi Driver](https://en.wikipedia.org/wiki/Taxi_Driver), [Raging Bull](https://en.wikipedia.org/wiki/Raging_Bull). More recently in TV, I’ve loved [Fleabag](https://en.wikipedia.org/wiki/Fleabag), [Hacks](https://en.wikipedia.org/wiki/Hacks) and [Barry](https://en.wikipedia.org/wiki/Barry_(TV_series)). [The English](https://en.wikipedia.org/wiki/The_English_(TV_series)) and [1923 ](https://en.wikipedia.org/wiki/1923_(TV_series))also blew me away. I was really impressed by the film [The Substance](https://en.wikipedia.org/wiki/The_Substance). I admired the texture of[ Sinners](https://en.wikipedia.org/wiki/Sinners_(2025_film)), even if it didn’t fully land for me. ### One of your favorite creative projects you’ve ever worked on. [“The Platform.”](https://www.clevelandfilm.org/films/the-platform-2026/) It’s the most meaningful thing we’ve worked on—and the one we’re betting everything on. This journey began as a feature script. And the short is a step toward realizing that larger vision. ### A recent project you’re proud of. We just finished the script for “A Princess in Paris,” a biopic, and we’re starting to go out with it now. It’s an incredible story, and one we feel deeply connected to. More broadly, the industry is on the verge of a shift. We’re going to see more original, mid-budget films getting made again—it feels a lot like the early-2000s indie boom. That’s the space we want to live in, and projects like this are part of that wave. ### Someone else’s work you admired lately. At the [Cleveland International Film Festival](https://www.clevelandfilm.org/films/the-platform-2026/), we saw [Mouse](https://www.imdb.com/title/tt30887726/) by [Kenny Riches](https://kennyriches.com/). It’s a low-budget film, but incredibly well written and executed—a really sharp, character-driven piece. It deserved the top feature award it won. ### Your main strength as a creative person. Film is a collaborative medium—without the right partner or partners, your ceiling is limited. My biggest strength is finding that partner—[Monica Foley](https://www.imdb.com/name/nm13455428/). Our collaboration has been transformative. She was instrumental in pulling me back into narrative storytelling, and she brings texture, dimension and a constant flow of ideas that expands what’s possible in every project. I focus on character and structure—finding the spine of the story—while she brings a richness and depth that makes it feel more alive. That partnership is the core of everything we do. ### Your biggest weakness. Once I’m in something, I’m all the way in—and it’s hard to step back. Everything in this business is harder than you think it’s going to be. So I probably hold on longer than I should. ### A mentor who helped you navigate the industry. I had supportive teachers. [Jud Kinberg](https://en.wikipedia.org/wiki/Jud_Kinberg) stands out. I didn’t actively seek out a mentor early on. That’s part of why mentoring others is important to me now. ### What you’d be doing if you weren’t in film/TV. Honestly, nothing. This is one of those paths where if you’re not all-in, you don’t last. I can’t picture doing anything else. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:ashely.falls@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Film and TV **Tags:** Mark Harris, Mark J. Harris **Sections:** Community Voices, Entertainment --- ### [Clio Health Champions: Steve Glynn, Executive Director, U.S., Breyanzi Brand Lead - Bristol Myers Squibb](https://musebyclios.com/health/clio-health-champions-steve-glynn-executive-director-u-s-breyanzi-brand-lead-bristol-myers-squibb/) **Published:** May 5, 2026 **Author:** Sarah Marty **Content:** ![](https://cdn.musebyclios.com/wp-content/uploads/2026/05/01162903/2026-Health-Champions_Steve-Glynn-scaled.png)Steve is responsible for all marketing efforts and brand performance. A PhD chemist by training, Steve brings a rare and diverse background spanning science, consulting and data analytics to healthcare marketing. He channels that expertise into a passionate, patient-first approach supporting one of oncology’s most transformative therapies. **How do you bring creativity and innovation to your work?** I push our team to lead with the patient truth first, then build the science around it. We’re in the early days of cell therapy, a new modality, which means we get to define how it is understood. That’s a creative challenge as much as a marketing one. And I treat it that way every day. **Tell us about a recent project you’re proud of.** Our DTC “Cure Is The Goal” campaign. It features Kasey Keller, soccer hall-of-famer and ESPN commentator, who was diagnosed with DLBCL, treated with Breyanzi. He has been in remission for nearly five years. Our hope is that authentic stories like Kasey’s empower more patients to ask if CAR-T could be their comeback too. **What are you most excited about right now in the health space?** As smarter digital tools and AI reshape how we communicate, I believe we’re moving toward a future where every healthcare decision is truly shared—doctor and patient, equally informed, equally empowered. That’s the goal. **What does it mean to you to be selected as a Clio Health Champion?** It means the work is resonating. Leading Breyanzi, a one-time curative-intent CAR-T therapy, carries real weight. These aren’t just campaigns. They’re communications that help physicians and patients understand that lasting remission is now possible. This recognition validates that bold, empathetic storytelling belongs in healthcare. It belongs to the whole team. [Linkedin](https://www.linkedin.com/in/stephen-glynn-aa410253/ "Linkedin") | Instagram: @sjoeglynn ![author avatar](https://secure.gravatar.com/avatar/a9b37d0abb1d491f45d4f05027e39c9346ca1a1b41792e911c8159031249386d?s=300&d=mm&r=g) Sarah Marty [See Full Bio](https://musebyclios.com/author/sarah-marty/) [ ](https://musebyclios.com/author/sarah-marty/) **Categories:** Clio Awards, Health and Wellness **Tags:** Clio Health Champions **Sections:** Lifestyle, The Clios, Trending --- ### [Coors Light Drafts 'GOOOOAL' Announcer Andrés Cantor](https://musebyclios.com/sports/coors-light-drafts-gooooal-announcer-andres-cantor/) **Published:** April 29, 2026 **Author:** David Gianatasio **Content:** This spot’s a real howler. As the FIFA World Cup approaches, it was just a matter of time until some plucky brand used Andrés Cantor’s legendary “GOOOOAL!” call to drive a campaign. Coors Light does the honors, conscripting Andrés and his powerhouse pipes for the :30 below. He orders a “COOOOOOOORS! Light.” That’s the gag. Various fans—from the bar to a fishing stream and beyond—join in, along with a wolf in the wilderness. We’re told in press materials that CMO Sofia Colucci changed her title to “CMOOOO.” Good to know. All in all, it’s a smart riff on a cultural phenomenon: Instantly familiar, aimed squarely at footie fans of all ages. When the spot plays during games, everyone will yowl along. (It’s gonna be a long summer.) Droga5 helped develop the campaign, which also includes OOH, digital outreach and Cantor’s son [Nico](https://www.instagram.com/nicocantor1/) amplifying the push on social. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Sports **Tags:** Coors Light, Droga5, World Cup **Sections:** Entertainment, Trending --- ### [Clio Health Champions 2026: Meet 19 Leaders Driving Progress in Healthcare Marketing](https://musebyclios.com/health/clio-health-champions-2026-meet-19-leaders-driving-progress-in-healthcare-marketing/) **Published:** May 5, 2026 **Author:** Sarah Marty **Content:** If there’s a unifying theme among this year’s Clio Health Champions, it’s the desire to combine cutting-edge tech with the lived experiences of patients and providers. In doing so, our nominees seek to create smart, compassionate campaigns that move the needle in multiple ways. Naturally, brand building and relating timely, helpful messaging remains paramount. But increasingly, health marketers view their work as a higher calling, reshaping the landscape to improve outcomes, mitigate distress and extend lives. Congrats to the 19 honorees in our fifth year of bestowing the awards. Across agencies, biotech/pharma companies and nonprofits. Keep striving to make the world a kinder, balanced and well-informed place. Click on the pics below for interviews with each Health Champion. ![author avatar](https://secure.gravatar.com/avatar/a9b37d0abb1d491f45d4f05027e39c9346ca1a1b41792e911c8159031249386d?s=300&d=mm&r=g) Sarah Marty [See Full Bio](https://musebyclios.com/author/sarah-marty/) [ ](https://musebyclios.com/author/sarah-marty/) **Categories:** Clio Awards, Health and Wellness **Tags:** Clio Health Champions **Sections:** Lifestyle, The Clios, Trending --- ### [Hallie Harris of HLOVECO on Building Brands for Amazon and Rhone](https://musebyclios.com/2-minutes-with/hallie-harris-of-hloveco-on-building-brands-for-amazon-and-rhone/) **Published:** May 2, 2026 **Author:** Shahnaz Mahmud **Content:** [Hallie ](https://www.linkedin.com/in/hallie-harris-9b2a827/)is the founder and CEO of HLOVECO, an agency network partnering with creators, celebrities and executives to build their personal brands. She is a marketing and cultural strategist who has advised, scaled and invested in more than 40 companies across media, tech and the creator economy. Hallie formerly served as CEO of one of the largest influencer marketing agencies in the U.S. and led it through its acquisition by WPP in 2022. She previously held leadership roles at Mekanism and Iconic Entertainment, and has partnered with Jessie James Decker, Jay-Z, Amazon and Nike. Hallie also lectures at UNC-Chapel Hill and NYU’s Stern School of Business. We spent two minutes with Hallie to learn more about her background, her creative inspirations and recent work she’s admired. # Hallie, tell us … ### Where you grew up, and where you live now. I was born in a small town called Rocky Mount, N.C., but I was raised in Charleston, S.C. I built my career in Nashville and New York City, and returned home to Charleston in 2021. ### How you first realized you were creative. I am an only child and one of the advantages of that is learning solo play. Successful solo play requires one essential ingredient: a wild imagination. I hosted make-believe tea parties, cookouts and birthday parties with imaginary friends. I set the table, created the scene in my head and had full-blown conversations with my “guests.” I had the ability to see something that didn’t exist yet and make it a reality. I draw on that same creativity to power my entrepreneurial engine today. ### A moment from high school or college that changed your life. I worked very hard to be accepted into UNC-Chapel Hill as an out-of-state student. I attended for 3.5 years and then I did the unthinkable: I left before my final semester. That ended up being the best decision of my life. I knew exactly what I wanted to do after college. I had already interned in the music industry in Nashville and thought, “why wait?” So, I pitched my mom a very rational plan: I’d skip my last semester and instead spend 10 weeks in New Zealand and Australia doing extreme team-building with complete strangers. The program, [Pacific Challenge](https://pacificchallenge.org/), included skydiving, bungee jumping, spelunking into eel-filled water and multi-day wilderness hikes. We learned how to communicate under pressure, to rely on each other’s strengths and how to sit alone with our own thoughts for miles at a time. I came back to the U.S. knowing I could actually do it. I moved to Nashville and landed my first job at a boutique publishing company representing singer-songwriters. ### Your most important creative inspirations, and some recent stuff you love. Music: I’m loving [Olivia Dean](https://en.wikipedia.org/wiki/Olivia_Dean) and [Lake Street Drive](https://en.wikipedia.org/wiki/Lake_Street_Dive). And I’ll forever return to icons like [Bonnie Raitt](https://en.wikipedia.org/wiki/Bonnie_Raitt) and [Nina Simone](https://en.wikipedia.org/wiki/Nina_Simone). Their work reminds me that vulnerability and truth never go out of style. Film and TV: I’ve been binging [The Diplomat](https://en.wikipedia.org/wiki/The_Diplomat_(American_TV_series)), which I love for its tension, pacing and commentary on real-world happenings. Travel: I’m deeply inspired by other cultures, especially Europe, the way time there is treated as something to savor rather than conquer. Motherhood: It has become an unexpected and powerful source of inspiration. I spend a lot of time watching [Moana](https://en.wikipedia.org/wiki/Moana_(2016_film)), [Frozen](https://en.wikipedia.org/wiki/Frozen_(2013_film)) and [Tangled](https://en.wikipedia.org/wiki/Tangled)—stories about identity, courage, independence, love and finding your way back to yourself. They may be animated, but the themes are incredibly adult and completely relevant to all ages and everyday life. ### One of your favorite creative projects you’ve ever worked on. In 2017, my team and I led a multi-million-dollar social media and influencer campaign for [Amazon](https://en.wikipedia.org/wiki/Amazon_(company)). We produced an original branded content series starring influential YouTubers to drive consumers to [Amazon Fire](https://en.wikipedia.org/wiki/Amazon_Fire). We worked with [Phil DeFranco](https://www.youtube.com/channel/UClFSU9_bUb4Rc6OYfTt5SPw), [Unbox Therapy](https://www.youtube.com/@unboxtherapy) and [Mamrie Hart](https://www.youtube.com/@YouDeserveADrink). We were pioneers in building the Amazon brand through people and personalities—long before it became standard practice. ### A recent project you’re proud of. In January, [HLOVECO ](https://www.hloveco.com/)launched our first work as AOR for our client [Rhone](https://www.rhone.com/pages/12-pursuits/), the performance apparel brand. The project is called “12 Pursuits.” It is a year-long storytelling platform that brings Rhone’s values to life through mental fitness, physical health, consistency and progress over perfection. It’s not a campaign, but rather a lived philosophy, led by co-founders [Nate](https://www.linkedin.com/in/natechecketts/) and [Ben Checketts](https://www.linkedin.com/in/benchecketts/), and extended through Rhone’s community, content and collaborators. It proves brands can lead with humanity and discipline at the same time. ### Someone else’s work you admired lately. [Jenna Kutcher](https://jennakutcher.com/) has built a powerful personal brand. But what I admire most is that she didn’t stop there. She’s taken her lived experience as a creator and turned it into toolkits, education and infrastructure that uplift the creator economy as a whole. It’s a smart, generous evolution, one that allows her to give back, scale her impact and benefit from hard-earned knowledge. ### Your main strength as a creative person. I’m someone who invents new ways for people to work together, whether that’s designing unconventional partnerships, borrowing legal and economic constructs from other industries or rethinking how value is created and shared. ### Your biggest weakness. My husband says my biggest weakness is that I give people too much benefit of the doubt—and he’s not wrong. I genuinely believe in people. Occasionally, that optimism comes back to bite me. That said, I still wouldn’t trade it. ### A mentor who helped you navigate the industry. [Jason Harris](https://www.linkedin.com/in/jason-harris-29abb12/) took me under his wing when I joined [Mekanism](https://www.mekanism.com/). He gave me an opportunity to co-lead and grow his social media agency. But what mattered most was the time investment. He was my boss, my sounding board and my advocate. We are still friends and I’m forever grateful for the opportunity to learn from him. ### What you’d be doing if you weren’t in advertising. I’d build a badass construction company. The construction industry desperately needs what the advertising industry does best—relationship management, clear communication, project expertise and accountability—plus budget and timeline management. I believe if you applied advertising discipline to construction, you’d finish projects on time and on budget. And maybe save a few marriages along the way. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:amy.corr@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Advertising **Tags:** HLOVECO **Sections:** Community Voices --- ### [Lightning Strikes Twice in Gener8ion's 'Storm'](https://musebyclios.com/musings/lightning-strikes-twice-in-gener8ions-storm/) **Published:** May 4, 2026 **Author:** David Gianatasio **Content:** One night I was on YouTube, seeking out something to watch, and I saw a thumbnail photo that called me. I clicked, not recognizing names or title, and I was swallowed into a world I couldn’t escape. In the first 30 seconds, my mind was trying to scratch an itch I couldn’t reach. I know this place, this ever mounting tension, its rawness. Then I got it, this feels like [“Stress” by Justice](https://www.youtube.com/watch?v=QWaWsgBbFsA) from 2009, an unforgettable, rip roaring, off-kilter portrait of thugs roaming around Paris causing mayhem. It’s almost a copy of it. You could nearly map Yung Lean’s violent swaggering around the school over the Stress video and they would match. I kept watching, slightly bothered, softly cursing whoever made it as ripping off someone else, yet doing it so bloody well. Play By the time the big scene comes around—the beautifully choreographed school class photo with Yung Lean in the middle, defiantly smoking a cigarette while the rest of the class sweep into waves of blazers—I am mesmerized. I get it: Identity. I forgive whoever ripped this video off because they brought something new and genuinely creative. All the points in my critical mind line up and it feels like that ding! moment when you are playing Tetris and you clear the board. It feels like release… pure. When the [Gener8ion](https://www.180studios.com/artist/gener8ion) video ended, I checked the credits: Directed by [Romain Gavras](https://en.wikipedia.org/wiki/Romain_Gavras). I thought: That’s familiar, what else did he do” I look: “Stress” by Justice. Now I feel relief, the world makes sense again. He wasn’t ripped off. He didn’t rip himself off, either. He took something that was truly his own and extended his world. And I felt gratitude, a reminder of standing your ground creatively. Gavras stuck to his guns, but returned with a sharper, more beautiful version of what was already his. He didn’t rinse himself clean and deny us something great just because he had done it before. That is a rare mix of great confidence and humility. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings **Tags:** Gener8ion **Sections:** Community Voices, Entertainment --- ### [Clio Health Champions: Kate Barry, Director of N.A. HCP Marketing - Dexcom](https://musebyclios.com/health/clio-health-champions-kate-barry-director-of-n-a-hcp-marketing-dexcom/) **Published:** May 5, 2026 **Author:** Sarah Marty **Content:** ![](https://cdn.musebyclios.com/wp-content/uploads/2026/05/01164139/2026-Health-Champions_Kate-Barry-scaled.png)Kate Barry drives adoption by deeply understanding market dynamics and customer needs. She strives to create seamless and effective experiences for healthcare providers, grounded in improving outcomes for the patients they serve. Her career in healthcare marketing spans integrated HCP, digital and consumer strategies across multiple therapeutic areas. **How do you bring creativity and innovation to your work?** I believe creativity and innovation thrive in environments built on psychological safety and trust. My role is to help create that kind of culture where teams can do their best work and push each other to be better. **Tell us about a recent project you’re proud of.** I’m especially proud of the launch of Dexcom G7 15 Day and our “Everyone Wins” campaign. Bringing this innovation to market represented another meaningful win for people living with diabetes—giving them more time, greater convenience and more flexibility. That patient benefit became the foundation of our campaign. When patients do better, healthcare providers can deliver better outcomes. Ultimately, everyone wins. **What are you most excited about right now in the health space?** The shift toward connected, personalized care—where data, technology and science come together to change the human experience. **What does it mean to you to be selected as a Clio Health Champion?** It’s incredibly humbling, especially because I was nominated by the people I work closely with every day. We don’t win alone—we win together through trust, respect and a shared commitment to something far bigger than ourselves. [Linkedin](https://www.linkedin.com/in/kate-barry-a1297026) ![author avatar](https://secure.gravatar.com/avatar/a9b37d0abb1d491f45d4f05027e39c9346ca1a1b41792e911c8159031249386d?s=300&d=mm&r=g) Sarah Marty [See Full Bio](https://musebyclios.com/author/sarah-marty/) [ ](https://musebyclios.com/author/sarah-marty/) **Categories:** Clio Awards, Health and Wellness **Tags:** Clio Health Champions **Sections:** Lifestyle, The Clios, Trending --- ### [Clio Health Champions: Karin Bergqvist, Director of Lung Consumer Marketing - AstraZeneca](https://musebyclios.com/health/clio-health-champions-karin-bergqvist-director-of-lung-consumer-marketing-astrazeneca/) **Published:** May 5, 2026 **Author:** Sarah Marty **Content:** ![](https://cdn.musebyclios.com/wp-content/uploads/2026/05/01164933/2026-Health-Champions_Karin-Bergqvist-scaled.png)Dedicated to the healthcare industry since the beginning of her career, Karin Bergqvist has always been motivated by the hope that her work will lead to more patients seeking out treatment and live longer, healthier lives. Today, she leads lung patient marketing for AstraZeneca’s immuno-oncology franchise, joining AZ about 2 years ago. **How do you bring creativity and innovation to your work?** Creativity and innovation can show up in both big and small ways. Whether I am applying inspiration from my own experiences to enhance our approach or leveraging the thinking of the whole team, innovation and creativity come into play at every turn. **Tell us about a recent project you’re proud of.** We are finally about to launch a digital education tool for a small population of lung cancer patients who have historically not had much education material for their rarer cancer type. This tool is a holistic source of information that will hopefully provide the motivation for these patients to seek out treatment and stay on treatment. **What are you most excited about right now in the health space?** I am most excited about the rapid speed of treatment advancements launching for all cancer types—patients increasingly have more options to help them treat their cancer types, giving them hope and a chance to live longer. **What does it mean to you to be selected as a Clio Health Champion?** It is such an unexpected honor! The work we do feels so meaningful and rewarding already, and to be nominated by my incredibly talented team and be recognized is truly special. [Linkedin](https://www.linkedin.com/in/karin-bergqvist-5388873) | [Instagram](https://www.instagram.com/kbergqvist16) ![author avatar](https://secure.gravatar.com/avatar/a9b37d0abb1d491f45d4f05027e39c9346ca1a1b41792e911c8159031249386d?s=300&d=mm&r=g) Sarah Marty [See Full Bio](https://musebyclios.com/author/sarah-marty/) [ ](https://musebyclios.com/author/sarah-marty/) **Categories:** Clio Awards, Health and Wellness **Tags:** Clio Health Champions **Sections:** Lifestyle, The Clios, Trending --- ### [Clio Health Champions: Christen Crosta, Medical Director - Havas Life Chelsea](https://musebyclios.com/health/clio-health-champions-christen-crosta-medical-director-havas-life-chelsea/) **Published:** May 5, 2026 **Author:** Sarah Marty **Content:** ![Colorful promotional poster featuring a close-up black-and-white portrait of a smiling woman with bold orange and pink typography overlapping the image.](https://cdn.musebyclios.com/wp-content/uploads/2026/05/04144706/2026-Health-Champions_Christen-Crosta-scaled.png)Christen Crosta joined Havas Life Chelsea in March 2025 after completing her PhD in Neuroscience. With a background spanning bench research, patient-facing work and scientific authorship, she focuses on translating complex science into clear, compelling narratives that deepen understanding and support patient advocacy. Since joining, Christen has quickly established herself across multiple therapeutic areas, including women’s health, immunology and rare disease. **How do you bring creativity and innovation to your work?** The part of the job I love most is being the person creatives come to with a wild idea, asking, “Can we actually do this?” The answer, more often than people expect, is “Yes!” Ensuring the medical integrity of creative work isn’t about saying no. It’s about finding the route to “yes.” **Tell us about a recent project you’re proud of.** A recent project I’m proud of is SERB Aurlumyn’s “Frostbite ThermaLab.” It’s an interactive experience that lets clinicians zoom from a frostbitten hand down to a single platelet, watching the condition and the drug’s mechanism unfold at different scales. It made something clinical feel genuinely fun to explore. **What are you most excited about right now in the health space?** What excites me most right now is the growing creativity in how we talk about science. In a moment defined by trust erosion and health literacy gaps, the work we do has never mattered more. **What does it mean to you to be selected as a Clio Health Champion?** I’m grateful to the leadership at Havas Life Chelsea for backing work where science and creativity meet on equal footing. Being a Champion is a platform to advocate for science literacy and to convey that the magic of the natural world is for everyone. Science education should feel like a discovery, not a lecture. [Linkedin](http://linkedin.com/in/christencrosta) ![author avatar](https://secure.gravatar.com/avatar/a9b37d0abb1d491f45d4f05027e39c9346ca1a1b41792e911c8159031249386d?s=300&d=mm&r=g) Sarah Marty [See Full Bio](https://musebyclios.com/author/sarah-marty/) [ ](https://musebyclios.com/author/sarah-marty/) **Categories:** Clio Awards, Health and Wellness **Tags:** Clio Health Champions **Sections:** Lifestyle, The Clios, Trending --- ### [Clio Health Champions: Marissa McNally-Costello, Commercial Leader, Cell & Gene Therapy - Vertex Pharmaceuticals](https://musebyclios.com/health/clio-health-champions-marissa-mcnally-costello-commercial-leader-cell-gene-therapy-vertex-pharmaceuticals/) **Published:** May 5, 2026 **Author:** Sarah Marty **Content:** ![](https://cdn.musebyclios.com/wp-content/uploads/2026/05/04144647/2026-Health-Champions_Marissa-McNally-Costello-scaled.png)Marissa is a commercial healthcare leader with over 20 years of experience launching transformative therapies and orphan drugs for rare diseases. She has been recognized for her work building distinctive, insight-driven brands with honors such as MM&M’s Hall of Femme and 40 under 40. **How do you bring creativity and innovation to your work?** Creativity is only meaningful if it’s rooted in authenticity and insight. By deeply listening to the communities we serve, we ground our innovation in what matters most: patients’ lived experiences. “Nothing for us, without us” is a sentiment echoed among the sickle cell community. This idea can serve as a blueprint for how our entire industry should engage patients. **Tell us about a recent project you’re proud of.** With gene therapy, providers are long-term partners in delivering treatment. So, understanding the nuances of our process helps them optimize theirs. I am proud to have championed transparency in sharing our real-world experience with these partners to build trust and support optimal care. **What are you most excited about right now in the health space?** The emergence of cell and gene therapies. They are redefining what’s possible. And we’re just getting started. **What does it mean to you to be selected as a Clio Health Champion?** While this award is deeply personal, it is also a reflection of my team and the patient communities who inspire me every day. In a world that tips ever towards data and automation, I am honored to be part of a community that believes in the magic of bold creative to move hearts and minds. [Linkedin](https://www.linkedin.com/in/marissamcnallycostello/ "Linkedin") ![author avatar](https://secure.gravatar.com/avatar/a9b37d0abb1d491f45d4f05027e39c9346ca1a1b41792e911c8159031249386d?s=300&d=mm&r=g) Sarah Marty [See Full Bio](https://musebyclios.com/author/sarah-marty/) [ ](https://musebyclios.com/author/sarah-marty/) **Categories:** Health and Wellness **Tags:** Clio Health Champions **Sections:** Lifestyle, The Clios, Trending --- ### [Clio Health Champions: Sara Brooks, Chief Growth Officer - BetterHelp](https://musebyclios.com/health/clio-health-champions-sara-brooks-chief-growth-officer-betterhelp/) **Published:** May 5, 2026 **Author:** Sarah Marty **Content:** ![Black-and-white portrait of a smiling woman with bold, colorful poster-style graphics and large overlay text across the image.](https://cdn.musebyclios.com/wp-content/uploads/2026/05/01165139/2026-Health-Champions_Sara-Brooks-scaled.png)Sara leads global marketing and growth transformation, including international expansion and scaling the company’s member network to serve millions worldwide. She is a seasoned leader with 18+ years of experience, and known for pivotal roles in two high-profile IPOs (Facebook and The RealReal). She has a track record of scaling disruptive consumer growth companies from startup to IPO, managing teams of up to 200 and overseeing eight-figure budgets. Beyond her executive career, Sara is an active angel investor, startup advisor and mentor with Mother Ventures. **How do you bring creativity and innovation to your work?** I bring creativity to my work by developing insights informed by data and turning them into authentic stories amplified by real voices. The most powerful campaigns don’t interrupt culture, they become part of it. **Tell us about a recent project you’re proud of.** Nearly 1 in 5 college athletes face mental health challenges, yet fewer than half seek help. Our *“Mind Over Madness”* reframed the assist in basketball as a symbol of support, partnering with Joakim Noah for a nationwide March Madness campaign. We donated 1,000 hours of free therapy with 10 more hours unlocked for every assist during the men and women’s tournaments. This campaign made asking for support feel like a power move, not a weakness. **What are you most excited about right now in the health space?** The cultural shift that’s under way. Conversations once considered taboo are going mainstream, while AI is making it possible to reach people faster, more personally and at scale. That intersection of human connection and innovation is exactly where I want to live. **What does it mean to you to be selected as a Clio Health Champion?** This recognition affirms that work rooted in empathy can be bold, creative and culture shifting. Mental health has spent too long in the shadows. I share this honor with my talented team who works tirelessly to bring mental health into the light. [Linkedin](https://www.linkedin.com/in/saraebrooks/) ![author avatar](https://secure.gravatar.com/avatar/a9b37d0abb1d491f45d4f05027e39c9346ca1a1b41792e911c8159031249386d?s=300&d=mm&r=g) Sarah Marty [See Full Bio](https://musebyclios.com/author/sarah-marty/) [ ](https://musebyclios.com/author/sarah-marty/) **Categories:** Clio Awards, Health and Wellness **Tags:** Clio Health Champions **Sections:** Lifestyle, The Clios, Trending --- ### [Clio Health Champions: Jordan Snyder, SVP of Data Intelligence - BBDO Chicago](https://musebyclios.com/health/clio-health-champions-jordan-snyder-svp-of-data-intelligence-bbdo-chicago/) **Published:** May 5, 2026 **Author:** Sarah Marty **Content:** ![](https://cdn.musebyclios.com/wp-content/uploads/2026/05/01165022/2026-Health-Champions_Jordan-Snyder-16-scaled.png)Jordan leads data intelligence across BBDO Chicago’s health and wellness portfolio. He operates from the belief that data delivers its real value only when paired with creative instinct. Spotting uncommon patterns and connecting disparate dots is how he finds the unlock mechanism that points the team toward growth. Jordan has helped launch products from the ground up and reignite momentum for established brands across vaccines, neurology, immunology, rare disease, women’s health and over-the-counter health. **How do you bring creativity and innovation to your work?** Creativity and innovation often get treated like specialized roles, as if they are the responsibility of separate functions. The work I do points the other way. Creativity is a habit available to anyone on the team. Everyone has the license to think creatively. Innovation works the same way. It gets romanticized as invention, but the more honest version is intentional and conscious consumption. Reading widely, watching how people actually make decisions, paying attention to what works in categories that have nothing to do with the brief. My approach lives in the assembly. Taking the pieces I’ve collected and packaging them for the problem at hand. **Tell us about a recent project you’re proud of.** A couple recent standout projects for me include Xdemvy’s “Your Mitey Problem,” which turned guilt into outrage by exposing the mites causing patients’ misery. And Dramamine’s “The Last Barf Bag,” which demonstrated Dramamine’s superior effectiveness and category leadership. Much of our recent data-driven work centers on reframing how we segment patient populations. Rather than creating segmentations on clinical attributes, we’re crafting them based on the human explanations underneath. Clients are coming to us with big problems on their mind, and we’re helping them figure out which ones are worth solving first. And we’re getting more specific about what data is for. The power of the large datasets at our fingertips is the specific signal that the scale lets you find, rather than the scale itself. **What are you most excited about right now in the health space?** AI is genuinely an accelerator for how we work. What matters more is taste—where and when AI actually makes work better, rather than just faster. It’s a judgment call that requires daily trial and error. What excites me more sits above any specific way of working. Health marketing has ​been years behind consumer marketing for most of my career, but that gap is closing fast. Consumers are setting the bar based on what they get from every other category, and they’re bringing those expectations into health. The mandate now is to stand out and back it up with confidence and proof. I’m hearing “we can’t do that because…” less and less, and that’s what excites me. We’re holding our field to a higher standard more so now than in the past. **What does it mean to you to be selected as a Clio Health Champion?** Progress is a team sport. These include my brand teams who’ve made the integration of data feel like a creative partnership. My data intelligence team that embraced my wild hare thoughts. My clients who have trusted me with their biggest questions. None of this happens without their partnership. [Linkedin](http://linkedin.com/in/snyderjordan) ![author avatar](https://secure.gravatar.com/avatar/a9b37d0abb1d491f45d4f05027e39c9346ca1a1b41792e911c8159031249386d?s=300&d=mm&r=g) Sarah Marty [See Full Bio](https://musebyclios.com/author/sarah-marty/) [ ](https://musebyclios.com/author/sarah-marty/) **Categories:** Clio Awards, Health and Wellness **Tags:** Clio Health Champions **Sections:** Lifestyle, The Clios, Trending --- ### [Clio Health Champions: Madhuri Shah, Head of Marketing - Vyalev, AbbVie](https://musebyclios.com/health/clio-health-champions-madhuri-shah-head-of-marketing-vyalev-abbvie/) **Published:** May 5, 2026 **Author:** Sarah Marty **Content:** ![Poster-style image showing a grayscale photo of a smiling woman with bold orange and blue typography and pink accents; reads Madhuri Shah and 'CVSHealth' as sponsors.](https://cdn.musebyclios.com/wp-content/uploads/2026/05/04131554/2026-Health-Champions_Madhuri-Shah--scaled.png)Madhuri is an accomplished business leader with over 20 years of pharmaceutical experience and track record building brands, driving results, leading large cross-functional teams and developing talent. She has successfully led assets through every stage of the product lifecycle, from pre-launch to commercialization and beyond. She has deep expertise in both HCP and consumer marketing, including leadership of several DTC campaigns. **How do you bring creativity and innovation to your work?** I bring creativity and innovation to my work and to my team by being curious and not being satisfied with “good enough.” I also look at examples from other industries and other therapeutic areas and learn from them. **Tell us about a recent project you’re proud of.** “Unshakeable” is the first-ever unbranded Parkinson’s treatment campaign on national television. Unfiltered and uncompromising, the spot confronts the reality of life within unpredictable windows of relief, when treatment plans can become less effective in managing symptoms. It closes with a clear call forward—encouraging patients to explore other options and what may be possible. I feel that the ad will enable more patients and caregivers to learn about other treatment options, thereby helping them to live a more functional life. **What are you most excited about right now in the health space?** I am most excited about how AI can make drug development faster and more efficient, bringing innovative medicines to patients quicker than ever before. **What does it mean to you to be selected as a Clio Health Champion?** It reflects the passion, creativity and commitment I bring to healthcare marketing every day. This award is especially meaningful because it honors not just the work itself, but the opportunity to push boundaries, inspire new ideas and contribute to a field that helps shape how people connect with health and wellness. [Linkedin](https://www.linkedin.com/in/madhuri-shah-1690919/) ![author avatar](https://secure.gravatar.com/avatar/a9b37d0abb1d491f45d4f05027e39c9346ca1a1b41792e911c8159031249386d?s=300&d=mm&r=g) Sarah Marty [See Full Bio](https://musebyclios.com/author/sarah-marty/) [ ](https://musebyclios.com/author/sarah-marty/) **Categories:** Clio Awards, Health and Wellness **Tags:** Clio Health Champions **Sections:** Lifestyle, The Clios, Trending --- ### [Clio Health Champions: Melanie Shapiro, SVP, Community Engagement Director - 21GRAMS](https://musebyclios.com/health/clio-health-champions-melanie-shapiro-svp-community-engagement-director-21grams/) **Published:** May 5, 2026 **Author:** Sarah Marty **Content:** ![](https://cdn.musebyclios.com/wp-content/uploads/2026/05/01163448/2026-Health-Champions_Melanie-Shapiro-scaled.png)For over 7 years, Melanie has spent her days committed to advocating and supporting the needs of patient and caregiver ambassadors and communities. In her time with 21GRAMS, she has launched and activated ambassador programs with full and diverse lived experiences. She leads the community engagement team in expanding and exploring new opportunities to highlight compelling real stories. Melanie’s experience in pharma began with supporting regulatory compliance teams at a pharmaceutical company. She applies this knowledge when training patient speakers and enjoys fielding the tough questions. **How do you bring creativity and innovation to your work?** I listen and I advocate. I spend time with families. Anyone can organize logistics or set up a call but our community engagement team extends themselves as friends and advocates. We show up for our families and our communities. I learn their needs and ensure that every experience is positive and meaningful. And, as a part of a creative agency, I share the deep knowledge of what I learn to help drive ideas that resonate deeply with the communities we support, co-creating with those communities along the way. **Tell us about a recent project you’re proud of.** My work on “Friedrich’s Back” for Biogen is incredibly meaningful for me. The community was with us every step of the way and it allowed us to effectively deliver on something the FA community needed: to laugh. Another is HEMLIBRA, “The Orbit.” I hear regularly how perfect this story captures a mother’s experience caring for a child with Hemophilia A, and that is because it is derived from community insights. **What are you most excited about right now in the health space?** Breaking away from what is considered the “typical” advertising style and showing authenticity in how we communicate with patient and caregiver communities. People want to feel heard and understood. And whether it’s highlighting the good days or the tough experiences of living with a disease, we push the envelope with candor and a rawness. After all, healthcare should be more inspiring than sneakers. **What does it mean to you to be selected as a Clio Health Champion?** This is tremendously humbling. Working with real families and communities, this is more than a job, it is my passion. Not every day is easy, but it is always meaningful. Seeing authenticity and lived experiences in healthcare advertising recognized in this way reminds me of the importance of what we do. [Linkedin](https://www.linkedin.com/in/melanie-shapiro/) | [Instagram](https://www.instagram.com/melashap/) ![author avatar](https://secure.gravatar.com/avatar/a9b37d0abb1d491f45d4f05027e39c9346ca1a1b41792e911c8159031249386d?s=300&d=mm&r=g) Sarah Marty [See Full Bio](https://musebyclios.com/author/sarah-marty/) [ ](https://musebyclios.com/author/sarah-marty/) **Categories:** Clio Awards, Health and Wellness **Tags:** Clio Health Champions **Sections:** Lifestyle, The Clios, Trending --- ### [Clio Health Champions: Melissa Waters, Chief Marketing Officer - Midi Health](https://musebyclios.com/health/clio-health-champions-melissa-waters-chief-marketing-officer-midi-health/) **Published:** May 5, 2026 **Author:** Sarah Marty **Content:** ![](https://cdn.musebyclios.com/wp-content/uploads/2026/05/04131540/2026-Health-Champions-scaled.png)Melissa Waters is the Chief Marketing Officer of Midi Health, one of the nation’s fastest-growing virtual healthcare platforms for women, where she oversees brand, creative, communications, social and performance marketing. She brings more than 20 years of experience leading marketing teams for high-growth consumer technology and marketplace companies, including Upwork, Lyft, Hims & Hers, Meta and Pandora. She is a longstanding volunteer with Monday Night Mentorship, a career accelerator for marketers of color, and a senior advisor of Sesame, a healthcare marketplace for uninsured Americans and those with high-deductible plans. **How do you bring creativity and innovation to your work?** In the world of menopause and women’s health where subjects are historically treated with clinical coldness or hushed tones, it was important to inject humor into this work and bring this topic out of the shadows. Bridging the gap between medical necessity and relatable, witty storytelling is where the real creative magic happens. **Tell us about a recent project you’re proud of.** I’m incredibly proud of [“Midlife: Back in Session,”](https://t.yesware.com/tt/eec755a09ac79cbd5593b5e0edd395acdee54183/a7834c28acd3bd943f64e29025169513/dc58af2842fd1ea8ac01885aed5643a4/www.youtube.com/watch?v=4C0DIZU8g7w) a multi-channel campaign that moved the perimenopause conversation into the mainstream. By launching across national TV and social platforms we broke the mold of traditional healthcare marketing, using humor and relatability to reach women who have felt overlooked by the industry. We centered the creative on the “raw but real” midlife experience, partnering with comedian and actress Amy Schumer and creators like Melani Sanders to give menopause a megaphone. In tandem, we executed a high-impact social strategy on Midi Health’s Instagram featuring ’90s icons [Alyssa Milano](https://t.yesware.com/tt/eec755a09ac79cbd5593b5e0edd395acdee54183/a7834c28acd3bd943f64e29025169513/bc36dbf990f9ad2d7bd4840dffea81b7/www.instagram.com/p/DXFaPNugal-/), [Busy Philipps](https://t.yesware.com/tt/eec755a09ac79cbd5593b5e0edd395acdee54183/a7834c28acd3bd943f64e29025169513/58de9fdcd7a74be9546f54ae7fa12240/www.instagram.com/p/DXHh0kDAInm/) and [Melissa Joan Hart](https://t.yesware.com/tt/eec755a09ac79cbd5593b5e0edd395acdee54183/a7834c28acd3bd943f64e29025169513/57957690c78422f07ef05afbf3108501/www.instagram.com/p/DXK0zmVnwwn/). **What are you most excited about right now in the health space?** We are finally witnessing the end of the era where women’s health was a “niche” topic whispered about in private. I’m very happy that we’re finally treating the health of half of the population as a mainstream priority. This shift is about more than just awareness, it’s the catalyst for better funding, more rigorous research and clinical care that actually meets the moment. Seeing women finally feel seen, supported, and heard at every life stage is the most rewarding part of this evolution. It’s long overdue. **What does it mean to you to be selected as a Clio Health Champion?** It is an incredible milestone to showcase the impact Midi Health is having on improving women’s lives. We aren’t just filling a gap in the market; we’re redefining the standard for women’s healthcare. Seeing our mission move from private clinician visits to commercials and billboards across the country signifies a cultural shift to normalize women’s midlife health. Being recognized for that work is both humbling and validating. [Linkedin](https://www.linkedin.com/in/melissawaters/) | [Instagram](https://t.yesware.com/tt/eec755a09ac79cbd5593b5e0edd395acdee54183/a7834c28acd3bd943f64e29025169513/3e3529c582fbe60f5e8ccf75f0730a83/www.instagram.com/midihealth/) | [X](https://x.com/midihealth) ![author avatar](https://secure.gravatar.com/avatar/a9b37d0abb1d491f45d4f05027e39c9346ca1a1b41792e911c8159031249386d?s=300&d=mm&r=g) Sarah Marty [See Full Bio](https://musebyclios.com/author/sarah-marty/) [ ](https://musebyclios.com/author/sarah-marty/) **Categories:** Clio Awards, Health and Wellness **Tags:** Clio Health Champions **Sections:** Lifestyle, The Clios, Trending --- ### [Clio Health Champions: Colleen Loughney, Senior Director of Clinical Information - AbelsonTaylor](https://musebyclios.com/health/clio-health-champions-colleen-loughney-senior-director-of-clinical-information-abelsontaylor/) **Published:** May 5, 2026 **Author:** Sarah Marty **Content:** ![](https://cdn.musebyclios.com/wp-content/uploads/2026/05/01165244/2026-Health-Champions_Colleen-Loughney-1024x1024.png)Colleen brings more than 22 years of experience translating complex science into clear, compelling communications. She has supported more than 100 brands by ensuring campaigns are both clinically rigorous and strategically impactful. Known for turning dense clinical data into meaningful narratives, she helps shape messaging that is compliant, differentiated and deeply resonant—ultimately advancing both brand success and patient outcomes. **How do you bring creativity and innovation to your work?** I bring innovation to my work by translating complex clinical data into clear, human-centered narratives that resonate with both healthcare professionals and patients. By uncovering what truly matters within the science—whether efficacy nuances or mechanism differentiation—I help shape ideas that are both compliant and creatively powerful. **Tell us about a recent project you’re proud of.** I’m currently supporting a late-stage treatment for a pediatric neurodevelopmental disorder, and it’s been especially rewarding work. Our team uncovered a largely unrecognized symptom that significantly shapes the decision to initiate treatment earlier—particularly when healthcare providers and caregivers better understand the extent of a child’s experience. Bringing that insight forward has helped reframe conversations around care. I’m also proud to be working alongside one of the most collaborative client medical teams I’ve encountered in my 20+ years. **What does it mean to you to be selected as a Clio Health Champion?** It reflects a career spent ensuring that creativity in healthcare is grounded in scientific truth. I see it as recognition that rigorous science and compelling storytelling are not at odds, but at their best when working together. [Linkedin](http://linkedin.com/in/colleenloughney "Linkedin") ![author avatar](https://secure.gravatar.com/avatar/a9b37d0abb1d491f45d4f05027e39c9346ca1a1b41792e911c8159031249386d?s=300&d=mm&r=g) Sarah Marty [See Full Bio](https://musebyclios.com/author/sarah-marty/) [ ](https://musebyclios.com/author/sarah-marty/) **Categories:** Clio Awards, Health and Wellness **Tags:** Clio Health Champions **Sections:** Lifestyle, The Clios, Trending --- ### [Clio Health Champions: Kate Baldino, DTC Marketing Director - GSK](https://musebyclios.com/health/clio-health-champions-kate-baldino-dtc-marketing-director-gsk/) **Published:** May 5, 2026 **Author:** Sarah Marty **Content:** ![Black-and-white close-up portrait of a smiling woman overlaid with bold orange 'CHAMP' text and pink '2021' on a colorful poster background.](https://cdn.musebyclios.com/wp-content/uploads/2026/05/01165217/2026-Health-Champions_Kate-Baldino-scaled.png)Kate Baldino is a pharmaceutical commercial leader with experience across sales, operations and integrated marketing for both HCP and consumer audiences. She is known for blending data-driven strategy with creative to lead teams in delivering campaigns that drive impact and challenge traditional norms. **How do you bring creativity and innovation to your work?** I believe creativity and innovation in pharmaceutical marketing comes from having the discipline to simplify and the courage to be different. In our latest campaign, we made a deliberate choice to break away from category norms and an expected approach toward something more culturally relevant, emotionally resonant with meaningful connection to our audience and their experience. The result was a campaign that doesn’t just inform—it connects. It reflects a shift in how we engage audiences: not as patients to be spoken at, but as people to be understood. **What are you most excited about right now in the health space?** We have a responsibility to educate people and there is a clear shift from a one-size fits all approach to a modernized, culturally relevant and personalized engagement. This entails creating space for brands to connect during moments that matter, meeting the patient where they are with relevant and timely communications, and arming them with knowledge and tools to take more accountability in their health journeys. **What does it mean to you to be selected as a Clio Health Champion?** Being a Health Champion means translating awareness into action. Advocating for realistic and understandable approaches to health. Not only in how we engage patients but how we show up in our own lives, and constantly being focused on improving outcomes for the lives of others and those closest to our hearts. [Linkedin](http://Linkedin.com/in/kate-baldino-67b28623 "Linkedin") | [Instagram](http://instagram.com/the__kgb) ![author avatar](https://secure.gravatar.com/avatar/a9b37d0abb1d491f45d4f05027e39c9346ca1a1b41792e911c8159031249386d?s=300&d=mm&r=g) Sarah Marty [See Full Bio](https://musebyclios.com/author/sarah-marty/) [ ](https://musebyclios.com/author/sarah-marty/) **Categories:** Clio Awards, Health and Wellness **Tags:** Clio Health Champions **Sections:** Lifestyle, The Clios, Trending --- ### [Clio Health Champions: Lucie Bayer, Director of Patient Marketing - Day One Biopharmaceuticals](https://musebyclios.com/health/clio-health-champions-lucie-bayer-director-of-patient-marketing-day-one-biopharmaceuticals/) **Published:** May 5, 2026 **Author:** Sarah Marty **Content:** ![Magazine cover featuring a smiling woman (Lucie Bayer) with bold colorful typography and graphics; 'Day One Biopharmaceuticals' and 'Presented by CVS Health' visible.](https://cdn.musebyclios.com/wp-content/uploads/2026/05/01165158/2026-Health-Champions_Lucie-Bayer-1024x1024.png)With more than 15 years of experience in patient marketing, Lucie has built her career at the intersection of strategy, empathy and innovation—leading patient and caregiver engagement across ultra-rare disease, pediatric oncology and specialty brands. Her professional journey includes seven product and expanded indication launches and she currently leads all consumer efforts for OJEMDA at Day One. Lucie’s career began in the Czech Republic, where she worked for BBDO and J. Walter Thompson.. **How do you bring creativity and innovation to your work?** I guide my approach with a simple belief: “nothing about patients without patients.” That principle shapes how I bring creativity and innovation to my work—starting with patients and caregivers and building from their lived experiences outward. I focus on operationalizing it through a co-creation model that brings pLGG families—but also care team members such as social workers, child life specialists, nurses and physicians—into the process as active partners. **Tell us about a recent project you’re proud of.** I’ve recognized that young children diagnosed with cancer often don’t understand what is happening to them, and caregivers lack tools to explain complex diagnoses like pLGG in an age-appropriate way. In response, we collaborated with Child Life Specialists and families to develop a children’s book to help better understand their experience in a way that feels approachable, safe and empowering. **What are you most excited about right now in the health space?** Over the past several years, I’ve had the privilege of focusing my work on children living with brain cancer. It’s incredibly encouraging to see the important work happening across leading institutions like Dana-Farber and CHLA, where researchers are advancing potentially life-changing therapies designed specifically for kids—a population that has long been underserved. **What does it mean to you to be selected as a Clio Health Champion?** This honor belongs just as much to my colleagues at Day One, our agency partners and the pLGG families who have trusted us to listen, learn and co-create alongside them. It highlights the importance of continuing to raise the bar for how our industry engages patient communities—with authenticity, humility and a relentless focus on making a meaningful difference. [Linkedin](https://www.linkedin.com/in/lucie-bayer-2855411/ "Linkedin") | [Instagram](https://www.instagram.com/lbayer) ![author avatar](https://secure.gravatar.com/avatar/a9b37d0abb1d491f45d4f05027e39c9346ca1a1b41792e911c8159031249386d?s=300&d=mm&r=g) Sarah Marty [See Full Bio](https://musebyclios.com/author/sarah-marty/) [ ](https://musebyclios.com/author/sarah-marty/) **Categories:** Clio Awards, Health and Wellness **Tags:** Clio Health Champions **Sections:** Lifestyle, The Clios, Trending --- ### [Clio Health Champions: Derrick M. Lane, CMO - BlackDoctor](https://musebyclios.com/health/clio-health-champions-derrick-m-lane-cmo-blackdoctor/) **Published:** May 5, 2026 **Author:** Sarah Marty **Content:** ![](https://cdn.musebyclios.com/wp-content/uploads/2026/05/01161712/2026-Health-Champions_Derrick-M-Lane-scaled.png)As CMO, Derrick believes in “relishing in the beauty of today, while creatively imagining tomorrow’s opportunities.” At BlackDoctor, he oversees all marketing efforts across traditional and new media, while forging creative ways to strategically over-deliver on KPIs from BDO’s Fortune 50 advertisers. He also teaches digital marketing at various faith-based and community institutions, creates branded networking events and sits on the boards of several community empowerment organizations. **How do you bring creativity and innovation to your work?** Creativity starts with knowing the audience. Black and Brown communities have historically been talked at when it comes to health, not talked with. When we first started engaging our audience 15 years ago, all we did was ask questions every day for the first two years. Because of that, we were able to garner invaluable insights from our community. And we still use that methodology in our polls and surveys. Plus, we’ve built platforms like Health On Point and WellBot that meet people where they are, whether that’s through AI-powered tools, short-form content or culturally relevant storytelling. **Tell us about a recent project you’re proud of.** Our March relaunch of BlackDoctor.org is the one I keep coming back to. We completely reimagined the platform, and the response has been incredible, earning coverage from MM+M, Black Enterprise, AfroTech, Healio, Yahoo and REVOLT—with over 105 million in audience reach. With that said, what I’m most proud of is the community we’re building on BlackDoctor Pro, which connects patients directly to Black healthcare providers. **What are you most excited about right now in the health space?** Clinical trials diversity is a big one. We’re about to launch a product this quarter that helps connect underrepresented patients to clinical trials, and that’s long overdue. I’m also excited about what AI can do for health equity when it’s built the right way. We’re proving at BlackDoctor that technology and trust aren’t mutually exclusive. You just have to center the communities that need it most. **What does it mean to you to be selected as a Clio Health Champion?** What we’re doing at BlackDoctor hits different because it’s personal. I grew up in a community where people didn’t always have access to doctors who looked like them or health information that felt like it was made for them. I’ve also watched my own family navigate multiple diseases, from Alzheimer’s to heart disease to pancreatic cancer. So, I understand first-hand what it means when the system doesn’t meet you where you are. To be recognized by Clio Health validates something I’ve believed for a long time: health communication done right can actually save lives. Being in a room with others who feel that same urgency means a lot to me. [Linkedin](http://linkedin.com/in/derricklane "Linkedin") | @DerrickMLane | X: @derrickmlane ![author avatar](https://secure.gravatar.com/avatar/a9b37d0abb1d491f45d4f05027e39c9346ca1a1b41792e911c8159031249386d?s=300&d=mm&r=g) Sarah Marty [See Full Bio](https://musebyclios.com/author/sarah-marty/) [ ](https://musebyclios.com/author/sarah-marty/) **Categories:** Clio Awards, Health and Wellness **Tags:** Clio Health Champions **Sections:** Lifestyle, The Clios, Trending --- ### [Clio Health Champions: Jason Alongi, Senior Director, Consumer Marketing - Tarsus Pharmaceuticals](https://musebyclios.com/health/clio-health-champions-jason-alongi-senior-director-consumer-marketing-tarsus-pharmaceuticals/) **Published:** May 5, 2026 **Author:** Sarah Marty **Content:** ![Grayscale portrait of a smiling man on a bold, colorful conference poster with large orange letters reading CHAMP and sponsor text on the sides; bright blue, pink, and purple graphic accents fill the design.](https://cdn.musebyclios.com/wp-content/uploads/2026/05/01171909/2026-Health-Champions_Jason-Alongi-1-scaled.png)Jason leads brand strategy, patient engagement and go-to-market initiatives. With over two decades of experience, Jason specializes in building consumer-first campaigns that drive awareness, adoption and loyalty. Prior to joining Tarsus, he held leadership roles across startup and global pharmaceutical companies. **How do you bring creativity and innovation to your work?** I approach creativity through a consumer-first lens, grounded in real insights and behavior. Innovation comes from simplifying complex science into something creative, relatable and ultimately actionable. **Tell us about a recent project you’re proud of.** Bringing awareness to Demodex Blepharitis—an eyelid disease impacting more than 25 million people—required not just marketing, but education at scale. We focused on simplifying the science, creating clear symptom recognition and building a consumer journey that moved people from awareness to action. **What are you most excited about right now in the health space?** We’re starting to see how AI can make healthcare more personalized, accessible and proactive—whether it’s helping patients better understand symptoms, explore their treatment options or choosing a doctor. **What does it mean to you to be selected as a Clio Health Champion?** It reflects our commitment to elevating how we connect with patients and bringing forward work that not only drives business results but is creative and helps bring awareness to patients. [Instagram](https://www.instagram.com/jayalong) ![author avatar](https://secure.gravatar.com/avatar/a9b37d0abb1d491f45d4f05027e39c9346ca1a1b41792e911c8159031249386d?s=300&d=mm&r=g) Sarah Marty [See Full Bio](https://musebyclios.com/author/sarah-marty/) [ ](https://musebyclios.com/author/sarah-marty/) **Categories:** Clio Awards, Health and Wellness **Tags:** Clio Health Champions **Sections:** Lifestyle, The Clios, Trending --- ### [Clio Health Champions: Jenny Yun, Senior Director, U.S. HIV Prevention Marketing - Gilead Sciences](https://musebyclios.com/health/clio-health-champions-jenny-yun-senior-director-us-hiv-prevention-marketing-gilead-sciences/) **Published:** May 5, 2026 **Author:** Sarah Marty **Content:** ![](https://cdn.musebyclios.com/wp-content/uploads/2026/05/01160117/2026-Health-Champions_Jenny-Yun-scaled.png)Jenny is a seasoned pharmaceutical marketing executive with over 30 years of experience driving brand growth and innovation. She currently serves as senior director of HIV prevention marketing at Gilead, where she has led DTC launches for multiple brands and pioneered the first TV campaign in the HIV category. Known for her strategic leadership, data-driven marketing approach, and deep commitment to health equity, Jenny brings extensive expertise in brand strategy, multi-channel marketing and cross-functional team leadership. **How do you bring creativity and innovation to your work?** Every day, we push the boundaries of pharmaceutical/healthcare marketing to create personal relevance and real connection with the audiences we hope to engage. I’m grateful to be part of our mission to end the HIV epidemic for everyone everywhere. **Tell us about a recent project you’re proud of.** I am proud of our new Yeztugo “One2PrEP” campaign, designed to shift the narrative around who PrEP is for and highlight this groundbreaking product profile through multimedia storytelling **What are you most excited about right now in the health space?** I know everyone will say leveraging new technology gets them excited right now, but I get excited whenever I see brands engage their audiences in real, authentic ways, no matter the medium. **What does it mean to you to be selected as a Clio Health Champion?** This recognition reflects the work and passion of so many people at Gilead, especially my team. [Linkedin](https://www.linkedin.com/in/stacey-chan-409467114/) ![author avatar](https://secure.gravatar.com/avatar/a9b37d0abb1d491f45d4f05027e39c9346ca1a1b41792e911c8159031249386d?s=300&d=mm&r=g) Sarah Marty [See Full Bio](https://musebyclios.com/author/sarah-marty/) [ ](https://musebyclios.com/author/sarah-marty/) **Categories:** Clio Awards, Health and Wellness **Tags:** Clio Health Champions **Sections:** Lifestyle, The Clios, Trending --- ### [Clio Health Champions: Evelyn Capistrano, VP, Director, User Experience - Digitas Health](https://musebyclios.com/health/clio-health-champions-evelyn-capistrano-vp-director-user-experience-digitas-health/) **Published:** May 5, 2026 **Author:** Sarah Marty **Content:** ![](https://cdn.musebyclios.com/wp-content/uploads/2026/05/01160916/2026-Health-Champions_Evelyn-Capistrano-scaled.png)Throughout her 20+ year career, Evelyn Capistrano has established herself as a designer, problem solver and user experience expert. At Digitas Health, Evelyn has worked on consumer and HCP digital experiences for leading pharmaceutical companies. **How do you bring creativity and innovation to your work?** I am always thinking about the person we are helping while considering innovative as well as practical ways to help them. It is critical to ask the right questions through every iteration. My creativity is energized by a collaborative approach, working with colleagues who are equally curious and who design with both empathy and compassion. **Tell us about a recent project you’re proud of.** After sharing my ovarian cancer journey, it inspired an internal initiative to create a campaign for the National Ovarian Cancer Coalition (NOCC). I relied on the NOCC’s services and continue to support their mission to raise awareness, educate, and support ovarian cancer survivors and caregivers. “Silent InHERitance” highlights the importance of knowing your family history and genetic testing to help prevent a devastating late stage diagnosis—that by knowing your risk, you can take action. The team took such great care to ensure that the stories bravely shared by the four survivors were presented beautifully. The fact that my story led to such a compelling awareness campaign is astonishing. **What are you most excited about right now in the health space?** I am looking forward to seeing how AI will be leveraged and how integrated digital platforms will evolve, leading to more personalized care and health equity. **What does it mean to you to be selected as a Clio Health Champion?** What a surprise and an incredible honor to be recognized as part of the Digitas Health team! I am fortunate to work alongside amazing talent. This recognition reignites my purpose to do what I can to create experiences that will help educate people and ultimately improve health outcomes. [Linkedin](https://www.linkedin.com/in/ecapistrano/ "Linkedin") ![author avatar](https://secure.gravatar.com/avatar/a9b37d0abb1d491f45d4f05027e39c9346ca1a1b41792e911c8159031249386d?s=300&d=mm&r=g) Sarah Marty [See Full Bio](https://musebyclios.com/author/sarah-marty/) [ ](https://musebyclios.com/author/sarah-marty/) **Categories:** Clio Awards, Health and Wellness **Tags:** Clio Health Champions **Sections:** Lifestyle, The Clios, Trending --- ### [Clio Health Champions: Jacque Lombardo, VP, Group Art Supervisor - Remedy Edge](https://musebyclios.com/health/clio-health-champions-jacque-lombardo-vp-group-art-supervisor-remedy-edge/) **Published:** May 5, 2026 **Author:** Sarah Marty **Content:** ![Grayscale close-up of a smiling woman’s face with bold orange, pink, and blue poster typography overlay and branding for a health event (PRESENTED BY CVS Health).](https://cdn.musebyclios.com/wp-content/uploads/2026/05/01165104/2026-Health-Champions_Jacque-Lombardo.png)Jacque specializes in turning complex, highly regulated healthcare challenges into clear, human-centered creative that people can actually understand and use. Her work lives at the intersection of big ideas and real-world constraints, where legal, medical and practical realities all have a say. **Tell us about a recent project you’re proud of.** A project I’m really proud of is “Contrabanned.” We needed to get basic women’s health information into prisons, where it’s typically blocked. We mailed a book page by page to work within those restrictions; it was assembled and shared inside. It started as a workaround, but it created real access where there wasn’t any. **What are you most excited about right now in the health space?** I’m most excited by work that’s actually useful in real life, not just something people scroll past. It’s less about awareness and more about creating something that genuinely helps. I’m also interested in how AI can push ideas further, not as a shortcut, but to uncover better insights and get more meaningful solutions in front of the right people. **What does it mean to you to be selected as a Clio Health Champion?** Being selected is really validating because it recognizes the people behind the work, not just the final product. In healthcare, a good idea is only the starting point. It has to survive legal, medical review and compliance—and still make sense to someone trying to figure out what to do next. That’s where a lot of ideas fall apart, and where I tend to lean in, figuring out how to keep the idea strong so it actually holds up in the real world. ![author avatar](https://secure.gravatar.com/avatar/a9b37d0abb1d491f45d4f05027e39c9346ca1a1b41792e911c8159031249386d?s=300&d=mm&r=g) Sarah Marty [See Full Bio](https://musebyclios.com/author/sarah-marty/) [ ](https://musebyclios.com/author/sarah-marty/) **Categories:** Clio Awards, Health and Wellness **Tags:** Clio Health Champions **Sections:** Lifestyle, The Clios, Trending --- ### [Clio Health Champions: Emily Dell, U.S. Vaccines Communications Director - Sanofi](https://musebyclios.com/health/clio-health-champions-emily-dell-u-s-vaccines-communications-director-sanofi/) **Published:** May 5, 2026 **Author:** Sarah Marty **Content:** ![Poster-style collage featuring a smiling woman in black-and-white with bold colored text and shapes, including 'CLIO HEALTH' and 'EMILY DELL'.](https://cdn.musebyclios.com/wp-content/uploads/2026/05/01165121/2026-Health-Champions_Emily-Dell-scaled.png)Emily Dell is the RSV Communications Lead at Sanofi, where she leads insight‑driven digital‑first communications that advance disease prevention and public health outcomes at scale. With a background in integrated PR, influencer strategy and multi‑channel engagement, she specializes in translating complex science into modern storytelling that reflects how health decisions are made today. Her work bridges creativity and public health to drive awareness, trust, and informed action. **How do you bring creativity and innovation to your work?** I start by listening, a lot. I’ve found that the most impactful ideas don’t come from trying to be flashy or disruptive for the sake of it, but from really understanding how people behave in real life. Creativity comes from uncovering those moments where decisions actually happen and designing work that feels natural in those spaces. Innovation, for me, often means pushing past traditional healthcare playbooks, thinking beyond the doctor’s office, tapping into peer‑to‑peer influence and embracing platforms and voices people already trust. **Tell us about a recent project you’re proud of.** One project I’m especially proud of is the Beyfortus “Mom Squad” initiative. The challenge was subtle but important: as RSV hospitalizations declined, many parents started to assume the risk had passed. Through research and listening, we realized that moms weren’t making decisions in isolation, they were turning to their group chats. That insight changed everything. We built the campaign around authentic voices and real conversations, showing up early in the season and in the spaces where moms already spend their time. What I value most isn’t just the scale of the results, but the feedback from moms who felt informed, supported and empowered. **What are you most excited about right now in the health space?** I’m most excited by the shift toward more human‑centered health communication. There’s growing recognition that trust is built through relevance, cultural understanding, and empathy, not just information. We’re seeing more room for storytelling, community voices, and prevention‑focused narratives that reflect real life. At the same time, advances in data and digital platforms give us better tools to reach people thoughtfully and responsibly. The opportunity ahead is to balance rigor with relatability, to create communications that are both scientifically grounded and emotionally resonant. That’s where I think healthcare communications can truly make a difference. **What does it mean to you to be selected as a Clio Health Champion?** It’s meaningful because it recognizes work that goes beyond strong creative execution and focuses on people: how they think, how they make decisions and what they need in moments that matter. Healthcare communications can be challenging. And this recognition reinforces my belief that when we lead with empathy, listen closely and meet people where they actually are, we can create work that’s not only effective but genuinely helpful. [LinkedIn](https://www.linkedin.com/in/emilydell/) ![author avatar](https://secure.gravatar.com/avatar/a9b37d0abb1d491f45d4f05027e39c9346ca1a1b41792e911c8159031249386d?s=300&d=mm&r=g) Sarah Marty [See Full Bio](https://musebyclios.com/author/sarah-marty/) [ ](https://musebyclios.com/author/sarah-marty/) **Categories:** Clio Awards, Health and Wellness **Tags:** Clio Health Champions **Sections:** Lifestyle, The Clios, Trending --- ### [Stephen Bienko of 42U on Fusing Human Impact and Sustainable Business](https://musebyclios.com/2-minutes-with/stephen-bienko-of-42u-on-fusing-human-impact-and-sustainable-business/) **Published:** May 4, 2026 **Author:** Shahnaz Mahmud **Content:** [Stephen](https://www.linkedin.com/in/stephenbienko/) is a former USAF Academy and Villanova football and track & field athlete turned life coach and business executive. He is the co-founder and CEO of 42U. We spent two minutes with Stephen to learn more about his background, his creative inspirations and recent work he’s admired. # Stephen, tell us … ### Where did you grow up, and where do you live now? I grew up in a small farm town in northwest New Jersey called Tranquility. It gave me a deep appreciation for discipline, humility and the idea that character matters more than flash. Those early experiences still influence how I view sports, leadership and life. Today I live in Morristown, N.J., which is very different from Tranquility—faster, more connected to business and culture, but close enough to my roots to keep me grounded. ### What is your earliest sports memory? My father throwing a baseball, which felt like it was going straight up into space. As a kid, I would stare into the sky trying to track it, moving my feet, trying to get under it and make the catch. It was just a game between a father and son. But looking back, it represents something bigger. Sports often begin with moments like that—the curiosity, challenge and excitement of trying to do something a bit beyond what you think you can do. ### Who are your favorite athlete(s)? [Michael Jordan ](https://en.wikipedia.org/wiki/Michael_Jordan)is the greatest of all time, because he showed the world that an athlete could transcend sports and become a cultural icon. He didn’t just win games. He built a global identity around excellence, competitiveness and presence. [Jackie Robinson](https://en.wikipedia.org/wiki/Jackie_Robinson). What Robinson did required a level of courage that goes far beyond athletics. He changed the country through the way he carried himself under pressure. Today, [Paige Bueckers](https://en.wikipedia.org/wiki/Paige_Bueckers) stands out as revolutionary. She has that rare “it factor” on and off the court. She connects with people and represents the next generation of athletes who understand both performance and identity. ### What are your favorite sports movies and shows? [Coach Carter](https://en.wikipedia.org/wiki/Coach_Carter) has always resonated with me. The story is about discipline, identity, accountability and raising expectations for young people who might not see their own potential. It’s a powerful reminder that sports can be a platform for shaping character and life decisions. ### What is your favorite sports podcast or news show? [Cam Newton’s 4th and 1](https://podcasts.apple.com/us/podcast/4th-1-podcast-with-cam-newton/id1765143999). It blends entertainment with real perspective from someone who has lived the experience at the highest level. Cam sees the sports world differently than most analysts. He isn’t afraid to challenge the narrative. And a lot of the time his perspective ends up being right. ### What is your favorite sports video game, if you have one? When I was young, it was [Mike Tyson’s Punch-Out!!](https://en.wikipedia.org/wiki/Punch-Out!!_(1987_video_game)) For a lot of kids growing up in that era, it was the ultimate escape. You could step into that world, fight your way through the opponents and imagine what it might feel like to be on the big stage. ### What is a recent project you’ve been part of that you’re proud of? The company I’m building, [42U](https://the42u.com/). It’s about helping athletes understand who they are, how they develop leadership skills and personal brands, and how they prepare for life after sports. The work is genuinely having a positive impact. At the same time, we’re building something that has the potential to be a financially viable and scalable company. When you combine meaningful human impact with sustainable business, you know you’re onto something. ### Can you share someone else’s recent work that you admire? [Marcus Freeman](https://en.wikipedia.org/wiki/Marcus_Freeman) at [Notre Dame](https://en.wikipedia.org/wiki/University_of_Notre_Dame). Freeman has respected the school’s legacy while updating the culture for today’s athletes and marketplace. That balance is incredibly difficult to achieve, and he has done it with authenticity. ### What can sports do that nothing else can? People from completely different backgrounds, beliefs and perspectives can sit in the same stadium or watch the same game and experience the same emotions at the same moment. For a brief period of time, all the noise of the world fades and everyone is part of the same human experience. ### What would you be doing if you weren’t working in the sports space? Owning a small business somewhere in the Caribbean and living the island lifestyle with my wife. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:maher.labban@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Advertising, Sports **Tags:** 42U **Sections:** Community Voices, Entertainment --- ### [Blake Davis of Green Hill Music on Working With Olivia Newton-John](https://musebyclios.com/2-minutes-with/blake-davis-of-green-hill-music-on-working-with-olivia-newton-john/) **Published:** May 3, 2026 **Author:** Shahnaz Mahmud **Content:** [Blake](https://www.linkedin.com/in/blakedavis77/) is a music industry executive and songwriter with more than two decades of experience across creative development, catalog strategy and commercial leadership. Currently, he’s the GM of Green Hill Music and its wellness label Emeraldwave by Green Hill. His team oversees strategy, operations and artist partnerships for a catalog of over 3,000 titles spanning jazz, New Age, neoclassical, Celtic, pop, holiday, relaxation and instrumental genres. Previously, Blake spent the majority of his career at Capitol Christian Music Group and Big Idea Entertainment (the brand behind the kids show VeggieTales). His songs have been featured in film and television, with commercial placements for outlets including Fox, MTV, VH1 and E! We spent two minutes with Blake to learn more about his background, his creative inspirations and recent work he’s admired. # Blake, tell us … ### Where you grew up, and where you live now. I was born in Arkansas and grew up there and in Northern California. I then moved to L.A. after college to pursue music and entertainment before making the move to Nashville in 2007. ### Your earliest musical memory. Learning how to play a record on the family turntable without scratching it at age 5. Also, being so excited to buy [Michael Jackson’s](https://en.wikipedia.org/wiki/Michael_Jackson) [Thriller ](https://en.wikipedia.org/wiki/Thriller_(album))that I ran into the store and ran out to show my mom the cassette, setting off the shoplifting alarms. ### Your favorite bands/musicians today. I was obsessed with [Kiss ](https://en.wikipedia.org/wiki/Kiss_(band))growing up, and tend to gravitate toward classic pop or rock of the ’70s and early-’80s. ### One of your favorite projects you’ve ever worked on. One of the first catalogs that I had the privilege of working on was for [Olivia Newton-John](https://en.wikipedia.org/wiki/Olivia_Newton-John) at our parent company, [Primary Wave](https://primarywave.com/). I had been a huge fan of Olivia growing up, so getting to know her as a person and working on her legacy was thrilling. Working with archivist [Vinny Vero](https://www.linkedin.com/in/vincent-vero/), one of the first projects we dove into was the [40th anniversary ](https://www.amazon.com/Physical-40th-Anniversary-Olivia-Newton-John/dp/B09DGJQRBT)of her famous [“Physical” ](https://en.wikipedia.org/wiki/Physical_(Olivia_Newton-John_album))release. We worked on multiple exclusives, rare content, full-size poster inserts, remastered audio and more. I spent a ton of time with the team to make sure that the [release was special to both Olivia and her fans](https://www.etonline.com/media/videos/olivia-newton-john-celebrates-the-40th-anniversary-of-physical-exclusive-173962). ### A recent project you’re proud of. The growth of one of our newest labels, [Emeraldwave by Green Hill](https://emeraldwavebygreenhill.com/). Its mission: to develop the human spirit through sound. We need space to pause, breathe, reflect and calm the mind—all of which is vital to our health and well-being. Emeraldwave is developing projects designed to support listeners dealing with ADHD, anxiety, depression and trauma. We’ve been able to collaborate with [Eric Hilton](https://erichilton.com/), [Jim Brickman](https://en.wikipedia.org/wiki/Jim_Brickman), [David Arkenstone](https://en.wikipedia.org/wiki/David_Arkenstone) and [Natalia Clavier](https://www.nataliaclavier.com/). ### One thing about how the music world is evolving that you’re excited about. AI is here, whether we like it or not, so the real conversation isn’t about stopping it—it’s about guiding it responsibly. First and foremost, we have to protect creators. That means transparency, consent and fair compensation when an artist’s voice, likeness or catalog is involved. Creators should always know how their work is being used and have a seat at the table when new tools are built. AI can be an incredibly helpful tool—with discovery, marketing, fan engagement, catalog optimization and even removing friction from the business-side—so artists can spend more time creating. When used correctly, AI doesn’t have to replace creativity. We hope that it can help to amplify it. The opportunity for our industry is to set the standards now—ethical frameworks, clear rights management and smart partnerships—so AI becomes something that strengthens the ecosystem instead of exploiting it. ### Someone else’s work, in music or beyond, that you admired lately. Industry leader-wise: [UMG’s](https://en.wikipedia.org/wiki/Universal_Music_Group) chairman and CEO [Sir Lucian Grainge](https://en.wikipedia.org/wiki/Lucian_Grainge). He always seems to stay ahead of the curve and is proactive with his decision-making. And [Paul Sizelove](https://www.linkedin.com/in/paul-sizelove-5230464/), the president of [Sun Label Group](https://www.sunlabelgroup.com/). Paul and I have worked together for a long time. He leads the company with compassion and works hard while keeping the human element. People want to join the kind of team that creates a special bond and loyalty, which is hard to find in today’s fast-paced climate. ### A book, movie, TV show or podcast you recently found inspiring. I’m reading [Phil Collins’](https://en.wikipedia.org/wiki/Phil_Collins) [Not Dead Yet: The Memoir](https://www.barnesandnoble.com/w/not-dead-yet-phil-collins/1124122756). The book is honest, human and surprisingly raw. ### An artist you admire outside the world of music. [Jesse Plemons](https://en.wikipedia.org/wiki/Jesse_Plemons). I first saw him on [Friday Night Lights](https://en.wikipedia.org/wiki/Friday_Night_Lights_(TV_series)). He has a quiet greatness and brings a type of restraint to his roles in an era of big performances. He has become one of the great character actors of our time. ### Your favorite fictional character. [Beavis and Butt-Head](https://en.wikipedia.org/wiki/Beavis_and_Butt-Head). No matter what mood I’m in or how old I get, I still find them hilarious. They provide a masterclass in saying absolutely nothing … perfectly. They are a great reminder that joy doesn’t always have to be sophisticated. ### Someone worth following on social media. [Landofthe80s ](https://www.instagram.com/p/DTLUZzvgCuW/) ### Your main strength as a marketer/creative. Relatability and the ability to let someone else shine in the room. Leaders don’t always have to be the ones with the best ideas and plans. ### Your biggest weakness. How I come across to others—how my approach will be received in building good relationships and being respected by my peers. I’ve learned to balance that with being decisive and confident in my choices. And I actively work on speaking up when I believe I have something of value to contribute. ### What you’d be doing if you weren’t in the music business. Working in radio or as a sports personality. I never get tired of watching sports and definitely wouldn’t mind being paid to call a game or talk about it. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:michael.kauffman@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Advertising, Music **Tags:** Green Hill Music **Sections:** Community Voices, Entertainment --- ### [Clio Health Champions 2025: Meet 20 Leaders Driving Progress in Healthcare Marketing](https://musebyclios.com/clio-awards/clio-health-champions-2025-meet-20-leaders-driving-progress-in-healthcare-marketing/) **Published:** May 15, 2025 **Author:** Amy Corr **Content:** These days, almost every type of advertising qualifies as health advertising, because campaigns for sundry products and services increasingly focus on personal well-being and good outcomes to improve our daily lives. Now in its fourth year, [Clio Health Champions](https://info.clios.com/clio-health-champions25) (formerly Clio Health Innovators), recognizes this societal shift and celebrates individuals leading the charge to bring healthcare marketing further into the mainstream. They work at agencies, biotech/pharma companies, nonprofits and the Union of European Football Associations. We’re thrilled to recognize and amplify their hard work and accomplishments as they drive and support creativity. Congrats to our 2025 Clio Health Champions. Your impactful work makes a difference. We can’t wait to see what you do next. Our 20 honorees will be celebrated at the Clio Health Awards on June 11. Tickets are on sale [here.](https://www.eventbrite.com/e/2025-clio-health-awards-tickets-1328797762879?aff=oddtdtcreator) ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Clio Awards, Health and Wellness **Tags:** Clio Health Champions **Sections:** Lifestyle, The Clios, Trending --- ### [Everyone Flirts With Gary When He Orders From Grubhub+](https://musebyclios.com/advertising/everyone-flirts-with-gary-when-he-orders-from-grubhub/) **Published:** April 29, 2026 **Author:** David Gianatasio **Content:** “That’s a big bag, Gary. I think I can help you with that,” coos the cougar next door, wielding a phallic garden hose for all she’s worth. Plus, a workman brandishes a suggestive chainsaw, a sewer tech makes kissy faces and a letter carrier seems way too *interested*. They’re all after our hero’s Grubhub+ order in this self-consciously silly :30 backing the brand’s “Gold Days” savings event: Gary’s one lucky dude. Maybe he should move. “We opted to use street casting to find real, quirky, super specific characters for our gold diggers that jump off the screen and somehow feel more relatable,” says Drew Burton, creative director at Anomaly, which developed the campaign. “On set, we had a ton of fun leaning into their unique vibes and charm.” It’s tough to do anything truly new with loyalty programs. So props to the agency and director [Zach Tavel](https://www.zachtavel.com/) for going with full-on foolishness that just might cut through. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Anomaly, GrubHub **Sections:** Trending --- ### [Apple Ascends the Throne to Top Our 5 Ads of the Week](https://musebyclios.com/advertising/apple-ascends-the-throne-to-top-our-5-ads-of-the-week/) **Published:** April 30, 2026 **Author:** David Gianatasio **Content:** ### Bestie: Royals Are Just Like the Rest of Us in Campaign for iPhone TBWA\\Media Arts Lab and director Ayappa KM give Apple’s iPhone 17 the royal treatment in these exquisitely amusing spots from India. Who needs courtiers when you’ve got technology? [Read More](https://musebyclios.com/advertising/royals-theyre-just-like-us-in-apple-india-campaign-for-iphone-17/) Play **And in no particular order…** ### Friendly Fruit Giant Touts Tesco’s School Nutrition Program An amazing animated monster undertakes a mission to feed kids free fruits and veggies. Not so beastly at all. From BBH and director Nick Ball. [Read More](https://musebyclios.com/advertising/friendly-fruit-giant-touts-tescos-free-fruit-and-veggie-school-program/) Play ### Progressive’s Sticky-Notes Monster Makes a New Friend Another weird creature, and this one’s all about messing with entrepreneurs’ heads. So, it’s kind of beastly. From Arnold Worldwide and director Björn Rühmann. [Read More](https://musebyclios.com/advertising/progressives-sticky-notes-monster-makes-some-new-friends/) ### Korn’s First New Music in 4 Years Is a Custom Song for Diablo IV This scenario is much more monstrous, as the nu-metal demons headline a story with lots of stylized mayhem. From 72andSunny and director Philippe Guyenne. [Read More](https://musebyclios.com/gaming/korns-first-new-music-in-4-years-is-a-custom-song-for-diablo-iv-lord-of-hatred/) Play ### Gatorade Works Up a Sweat Ahead of FIFA World Cup Grab a towel. The band’s orange perspiration returns via TBWA\\Chiat\\Day L.A. and Springtime. Christian Pulisic, Vinícius Júnior, Julián Álvarez, Gilberto Mora, Luis Díaz and Tajon Buchanan appear. [Read More](https://musebyclios.com/sports/gatorade-works-up-a-sweat-ahead-of-fifa-world-cup/) Play ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Apple, Diablo, Gatorade, iPhone, Progressive, Tesco **Sections:** Entertainment, Trending --- ### [Taika Waititi Goes to the Movies for Vue Cinemas](https://musebyclios.com/film-tv/taika-waititi-goes-to-the-movies-for-vue-cinemas/) **Published:** April 30, 2026 **Author:** David Gianatasio **Content:** Vue, the European cinema chain, captures our obsession with make-believe in a campaign from Hijinks and director Taika Waititi. The film below shows average folks shadowed by various film character types. It offers a great visual metaphor about the power of movies—and indeed, fiction of all kinds—to inform, distract and make a lasting impression on the masses. While filming in London and Auckland, Waititi was “always watching for spontaneity, always ready to turn the unexpected into something memorable,” recalls Hijinks co-founder and co-CCO Marc Allenby. “One standout behind-the-scenes moment came during the sequence featuring the knight running across the bridge. After around 20 takes in extreme Auckland heat, the actor, wearing a full suit of armor, began to give up. Taika immediately spotted the hilarity of the moment—and kept it in.” Another challenge involved “designing fantasy-inspired characters that evoked iconic cinematic archetypes without directly replicating copyrighted figures,” he says. “It became about being creative within the parameters and capturing the essence of those characters. Eventually, it resulted in designs that felt ultimately more imaginative.” “And I think that’s how these characters actually exist in every cinema-goer’s brain. They’re not precise, but impressions. And that made the final world feel even more original.” By equal turns whimsical, surreal and a tad edgy, the approach feels especially truthful in conveying the deep bond between flesh-and-blood humans and folks on the screen. They “follow you forever,” the campaign says. As we face the constant grind of each uncertain day, many of us wouldn’t have it any other way. “This is an epic love letter to cinema that reminds us why we go, and keeps us coming back,” Waititi says in press materials. Breaking May 1, the work will initially roll out across the U.K. and Ireland with other European markers including the Netherlands, Germany and Italy close behind. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Film and TV **Tags:** Hijinks, Taika Waititi, vue **Sections:** Entertainment, Trending --- ### [Royals Are Just Like the Rest of Us in Apple India Campaign for iPhone](https://musebyclios.com/advertising/royals-theyre-just-like-us-in-apple-india-campaign-for-iphone-17/) **Published:** April 29, 2026 **Author:** Amy Corr **Content:** Apple India launched an iPhone 17 campaign that takes place in a palace, where everyday tech troubles are an inconvenience for a king and queen. Directed by [Ayappa KM](https://www.instagram.com/robotdogman/), the work from TBWA\\ Media Arts Lab stars a royal messenger who must repeatedly deliver bad news. We start to worry about repercussions but thanks to iPhone 17, problems are easily solved. When a flight is moved up and the king has a dying phone, crisis averted thanks to fast charging. Play When AirPods are lost, the Find My function locates them, and the person who forgot them, with ease. Play The queen isn’t stressed when her shoe gets destroyed. She uses Visual Intelligence to find a new pair. Play The final two spots tackle selfies and making sure everyone fits in the frame, and Dual Capture to record content on the front and rear cameras at the same time. Play Play The campaign will run on TV, digital, and social during the Indian Premier League, the country’s biggest sporting event of the year. **CREDITS** Agency: TBWA\\ Media Arts Lab (India) Director: Ayappa KM Production Company: Earlyman Film Post-Production Company: Heckler Editing: Earlyman Film Director of Photography: Daniel Abelló ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Ad of the Week, Advertising **Tags:** Apple, India, iPhone, TBWA\ Media Arts Lab **Sections:** Trending --- ### [Sam Calagione of Dogfish Head on Grateful Dead Beer Collabs](https://musebyclios.com/2-minutes-with/sam-calagione-of-dogfish-head-on-grateful-dead-beer-collabs/) **Published:** April 27, 2026 **Author:** Shahnaz Mahmud **Content:** [Sam](https://www.vermontbrewers.com/team/sam-calagione/) is the founder and brewer of Dogfish Head at the Boston Beer Company. He has been focused on brewing beers with culinary ingredients since 1995, when Dogfish Head first opened as the smallest craft brewery in America. Today, Dogfish has grown into a 400+ person operation. Also, Sam has authored four books and was named the James Beard Foundation’s Outstanding Wine, Spirits or Beer Professional in 2017. We spent two minutes with Sam to learn more about his background, his creative inspirations and recent work he’s admired. # Sam, tell us … ### Your earliest musical memory. My first ever concert: [Joan Jett](https://en.wikipedia.org/wiki/Joan_Jett), she and her barn tore it up. I’m proud to say I’m now writing a quarterly column for [Creem Magazine](https://en.wikipedia.org/wiki/Creem) interviewing legendary artists. And my first interview was Joan Jett. ### Your favorite bands/musicians today. [Nick Cave](https://en.wikipedia.org/wiki/Nick_Cave), [Geese](https://en.wikipedia.org/wiki/Geese_(band)), [Andre 3000](https://en.wikipedia.org/wiki/Andr%C3%A9_3000), [King Gizzard](https://en.wikipedia.org/wiki/King_Gizzard_&_the_Lizard_Wizard), [Jeff Parker](https://en.wikipedia.org/wiki/Jeff_Parker_(musician)), [Lana Del Ray](https://en.wikipedia.org/wiki/Lana_Del_Rey), [Perfume Genius](https://en.wikipedia.org/wiki/Perfume_Genius), [Julianna Barwick](https://en.wikipedia.org/wiki/Julianna_Barwick), [Beach House](https://en.wikipedia.org/wiki/Beach_House), [Dear Tick](https://en.wikipedia.org/wiki/Deer_Tick_(band)). ### One of your favorite projects you’ve ever worked on. We did a Dogfish collab with [The Flaming Lips ](https://en.wikipedia.org/wiki/The_Flaming_Lips)for [Record Store Day](https://en.wikipedia.org/wiki/Record_Store_Day). We did a limited edition vinyl with beer injected into the actual record. [Wayne](https://en.wikipedia.org/wiki/Wayne_Coyne) wrote the song lyrics based on the ingredients in the beer itself: Dragon Friit and Yum Yum Berries. ### A recent project you’re proud of. Our work with the [Grateful Dead ](https://en.wikipedia.org/wiki/Grateful_Dead)has been the most existentially rewarding. [The Juicy Pale](https://www.dogfish.com/drink/beer/grateful-dead-juicy-pale-ale) Ale we launched last year became the fastest-selling new product in the 30-year history of Dogfish. And our new beer with them, [Citrus Day Dream](https://www.dogfish.com/drink/beer/grateful-dead-citrus-daydream-lager), is a rice lager infused with lemongrass. It’s super-crushable and we launched it at [Brooklyn Bowl NYC](https://www.brooklynbowl.com/brooklyn) with our pal [David Lemieux](https://en.wikipedia.org/wiki/David_Lemieux_(archivist)), who is a Grateful Dead archivist and historian. ### One thing about how the music world is evolving that you’re excited about. The growth of vinyl records. I love that it is physical and tangible, with artwork in your face. It’s a provocative option to streaming. ### Someone else’s work, in music or beyond, that you admired lately. The writer [George Saunders](https://en.wikipedia.org/wiki/George_Saunders). As brand builders we are all storytellers. And he is both one of the best storytellers and explainers currently typing his “barbaric yalp” upon this mortal coil. ([This Mortal Coil](https://en.wikipedia.org/wiki/This_Mortal_Coil) is also an underrated band RIP.) ### A book, movie, TV show or podcast you recently found inspiring. [Fashion Nerosis Podcast](https://podcasts.apple.com/us/podcast/fashion-neurosis-with-bella-freud/id1768794307). Start with the Nick Cave episode then go silly on them from there. ### An artist you admire outside the world of music. [Wes Anderson](https://en.wikipedia.org/wiki/Wes_Anderson), who doesn’t just tell stories but creates new worlds within which the stories are only part of the story. ### Your favorite fictional character. [Captain Ahab](https://en.wikipedia.org/wiki/Captain_Ahab): “I am tormented by an everlasting itch for things remote. I long to sail on turbulent seas and land on barbarous coasts!” ### How musicians should approach working with brands. Equitably. Ready to learn as much as you teach. ### How brands should approach working with musicians. Equitably. Ready to learn as much as you teach. ### A mentor who helped you navigate the industry. [Jim Koch](https://en.wikipedia.org/wiki/Jim_Koch), [Sam Adams’](https://en.wikipedia.org/wiki/Samuel_Adams) brewer and founder. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.]() ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Advertising, Music **Tags:** Boston Beer Company, Dogfish Head **Sections:** Community Voices, Entertainment --- ### [Olivia Culpo Whips Up Delicious Treats for Samsonite](https://musebyclios.com/travel/olivia-culpo-stirs-up-delicious-treats-in-samsonite-campaign/) **Published:** April 30, 2026 **Author:** Amy Corr **Content:** Cake, cupcakes and a dessert-inspired line of Samsonite, oh my! The brand teamed up with actress and model Olivia Culpo for launch a Chocolate Mauve line of travel gear. This latest element of the brand’s “It’s Not Just a Bag, It’s a Samsonite” campaign is decadent, driven by high-fashion and draws inspiration from Culpo’s love of baking. “Travel has always been about savoring the moment, whether it’s a place, a flavor, or a feeling,” she says. A :30 spot features Culpo on the move with her Samonsite gear, while simultaneously whipping up cakes and cupcakes that match the luggage’s hue. The collection is inspired by Culpo’s signature chocolate cake recipe and includes gear from its bestselling styles—Outline Pro, Elevation Plus and Better Than Basic. The campaign from StudioHS and Gut Feeling is running in North America via digital, social, retail, CTV and OOH channels. “Olivia Culpo brings an authentic point of view at the intersection of travel, food, and style,” says Nicole Adriance, head of brand and marketing at Samsonite. “That’s exactly where today’s consumer is and where we see travel becoming more personal, expressive, and culturally connected. This campaign reflects that shift, showing how Samsonite fits naturally into the way people move, explore and experience the world.” ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Travel **Tags:** Gut Feeling, Olivia Culpo, Samsonite, StudioHS **Sections:** Entertainment, Trending --- ### [Friendly Fruit Giant Touts Tesco's School Nutrition Program](https://musebyclios.com/advertising/friendly-fruit-giant-touts-tescos-free-fruit-and-veggie-school-program/) **Published:** April 28, 2026 **Author:** Amy Corr **Content:** Tesco is doubling its Free Fruit and Veg for Schools program and what better way to illustrate it than with a giant made from produce? From BBH, a 1:45 spot begins with a schoolboy eating a grape in a grocery store. This produce awakens, and chases the boy out of the store, morphing into a giant. Fear not, he’s a friendly one, handing the boy an apple. The giant and boy set off and deliver food to kids and schools while the ’70s classic “Give a Little Bit” plays throughout. The spot ends with the giant significantly smaller, as he’s given so much of himself to kids who need nourishment. Play “A big initiative like this deserves a big idea and this is a huge one. Some would say it’s giant,” says Felipe Guimaraes Serradourada, ECD at BBH London. “ Helping a million kids is no small feat, luckily we got some help.” The vid was directed by Nick Ball of MJZ, with post-production from Untold Studios. It took more than 6 months of work to perfect the fruit giant (which features 105,000 fruits and vegetables—86 different varieties). ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Advertising **Tags:** BBH London, MJZ, Nick Ball, Tesco **Sections:** Trending --- ### [10 Album Covers That Serve as Maps of the Subconscious](https://musebyclios.com/art-of-the-album/10-album-covers-that-serve-as-maps-of-the-subconscious/) **Published:** April 29, 2026 **Author:** Amy Corr **Content:** For me, sound has always been inseparable from texture, shadow and cinematic tension. I am drawn to the energy of an image: the sterile beauty of a transit hub, the clinical coldness of medical equipment, the visceral grit of a room in decay. These are the spaces where my visual language was born. My work as a director and photographer is a continual pursuit of what I call “holy minimalism.” It is the belief that a single, perfectly lit subject against a void can tell a more complex story than a crowded frame ever could. I search for moments where the biological meets the synthetic, the human form becomes landscape and distortion reveals more truth than perfection. These albums are the blueprints of my visual subconscious. They embody a refusal to compromise on concept, proving that the most powerful way to reveal a subject is often to obscure it in shadows or glitches. This is a study in dark sophistication, ritual frequency and the beauty of the grotesque. ### Radiohead ### OK Computer (1997) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/04/27083153/AOTARadiohead.jpg)Long before I was behind a camera, I was obsessed with the fragmented, bleached-out collage work of Stanley Donwood. The cover feels like a premonition of the digital age: white-on-white textures, highway iconography and a sense of clinical paranoia. When I listen to “Paranoid Android,” I don’t just hear music, I see frames. The art captures that specific “non-place” energy of airports and transit hubs that I find myself loving to get lost in. It taught me that beauty doesn’t have to be pretty. It can be found in the glitch, the overexposed and the sterile. It is the ultimate study in how to visualize internal chaos through a minimalist, industrial lens. Art Direction: Stanley Donwood & Dr. Tchock. ### Massive Attack ### Mezzanine (1998) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/04/27082343/AOTAMassive-Attack-.jpg)This is a study in texture and high-contrast tension. Nick Knight’s macro photography of the stag beetle haunted my visual language long before I started shooting. It is a masterclass in lighting. The way the ink-black carapace catches the light feels both biological and synthetic, like something found in a high-tech lab or a fever dream. I am constantly chasing this specific mood: a dark, rhythmic sophistication that feels heavy and weightless at once. It is not just a cover, it is an atmosphere. It captures the “holy minimalism” I look for in sound and the grit I seek in film. Art Direction: Robert Del Naja & Tom Hingston | Photography: Nick Knight. ### Björk ### Homogenic (1997) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/04/27082337/AOTABjork.jpg)This cover was my first real introduction to the power of a total visual transformation. Having Alexander McQueen style the character and Nick Knight capture it is the holy trinity of fashion, film and sound. The styling—elongated neck, mirrored hair, intense gaze—creates a persona that doesn’t exist in our world, but feels more real because of it. This is a masterclass in using the human form as a landscape. Every time I am on set, I am chasing this level of commitment to a concept. It taught me that the most impactful images are the ones that refuse to compromise. Art Direction: Alexander McQueen | Photography: Nick Knight. ### Nine Inch Nails ### The Downward Spiral (1994) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/04/27082345/AOTANine-Inch-Nails.jpg)Nine Inch Nails is where the grit of the underground meets high-concept cinematic imagery. I have always been obsessed with the textures of the Russell Mills era: the decaying organic matter, the scarring and the clinical coldness of the visuals. It is about the beauty of the grotesque. The way the light hits a tarnished surface or a piece of medical equipment in this visual world is exactly how I approach a frame. It taught me that you can create a feeling of unease that is simultaneously elegant and inescapable. It is the ultimate study in “dark sophistication,” the marriage of visual violence and sophisticated art direction. Art Direction: Russell Mills. ### Aphex Twin ### Come to Daddy (1997) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/04/27082335/AOTAAphex-Twin.jpg)Chris Cunningham is the creator who taught me that a frame should make you lean in and recoil at the same time. The Come to Daddy era is the ultimate study in the “uncanny valley,” taking the familiar human face and distorting it into something nightmarish yet technically perfect. There is a constant tension here between the clinical and the visceral. The grainy, industrial greys of this artwork feel like a transmission from a place that should not exist. It influenced how I look at lighting a subject: not to flatter them, but to reveal the “otherness” beneath the surface. It is beautiful, grotesque and arguably the most honest visual representation of electronic music ever captured. Photography: Chris Cunningham. ### Portishead ### Dummy (1994) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/04/27082348/AOTAPortishead.jpg)This cover feels like a lost frame from a noir film I have been trying to direct my entire life. The grain, the heavy blue cast and the sense of isolation in Beth Gibbons’ silhouette are pure atmosphere. I am constantly referencing such “lo-fi” cinematic textures. It is not about technical perfection; it is about the mood. It captures that feeling of being caught in a memory or a dream. It uses very little to say something deeply emotional. It taught me that sometimes the most powerful way to show a subject is to hide them in the shadows. Art Direction: Trevor Key and Marc Bessant. ### Various Artists ### Fallen Angels OST (1995) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/04/27082338/AOTAFallen-Angels.jpg)Wong Kar-wai doesn’t just direct films; he directs moods. This cover—a wide-angle, distorted still from the film—is my ultimate reference for urban isolation. It is the visual soul of the “step printing” technique, where motion blurs and time feels like it is stretching and fracturing at once. It captures the energy of a city that never sleeps, but is always lonely. It taught me that the most cinematic moments happen in the distortion: in the smear of a taillight or the grain of a night shoot. It is not just a cover of a soundtrack. It is a lesson in how to capture the feeling of a heartbeat in a concrete jungle. Visuals: Wong Kar-wai | Cinematography: Christopher Doyle. ### The Smashing Pumpkins ### Adore (1998) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/04/27083154/AOTAThe-Smashing-Pumpkins.jpg)This is the ultimate “dark sophistication” cover. Moving away from the celestial collage of their previous work, Adore is a stark, black and white study in Victorian Gothic aesthetics. The photography is haunting and still, capturing a mood that feels ancient and modern all at once. It mirrors the shift in the music toward a more atmospheric, electronic hybrid sound. Drawn to ritualistic imagery, I find the composition here incredible: the high contrast lighting and the dramatic, period-inspired styling create a world that feels completely insulated from the outside. It uses a portrait to evoke a specific, lingering haunting. Photography: Yelena Yemchuk. ### Pixies ### Surfer Rosa (1988) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/04/27082347/AOTAPixies.jpg)This is raw, ritualistic frequency. The image of the flamenco dancer in a decaying room, surrounded by crucifixes and torn textures, feels like a captured moment from a visceral, private ceremony. It is not just a photograph; it is an artifact of a specific, vibrating energy. It captures the exact moment where the physical body becomes a vessel for something much older and more dangerous. It taught me that an image can be a gateway, a seal that anchors the viewer in a space that is both domestic and divine. Art Direction: Vaughan Oliver | Photography: Simon Larbalestier. ### Korn ### Korn (1994) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/04/27082341/AOTAKorn.jpg)This is a study in the “hidden horror” aesthetic: the terrifying beauty of what is left out of the frame. The high-contrast, late-afternoon sun casting a long, jagged shadow over a childhood swing set is pure cinematic suspense. It is not about the figure you see, it is about the presence you feel just beyond the edge of the lens. For me, this cover captures the eerie silence of a suburban park turned into a psychological landscape. I have to give a shout-out to my friends in Korn, whose work has been a constant in my visual world and allowed me to be a part of their dark, rhythmic architecture. This image taught me that you don’t need a literal monster to create dread, you just need the right angle, a distorted perspective and the unsettling vibration of a memory being corrupted in real time. Photography: Stephen Stickler | Art Direction: Mary Maurer. [Art of the Album](https://musebycl.io/art-album) is a regular feature looking at the craft of album-cover design. If you’d like to write for the series, or learn more about our Clio Music program, [please get in touch.](mailto:michael.kauffman@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Art of the Album **Tags:** ALBUM ART, Design, Music **Sections:** Entertainment, Trending --- ### [The AT&T Small Business Contest Offers Big Possibilities](https://musebyclios.com/partner-content/the-att-small-business-contest-offers-big-possibilities/) **Published:** May 1, 2026 **Author:** Christine Champagne **Content:** AT&T proudly announces the return of the [AT&T Small Business Contest](https://more.att.com/shesconnected/ "AT&T Small Business Contest")—now in its fourth year. Small business owners across the nation have the chance to win $50,000, dedicated mentorship resources, AT&T’s connectivity package, and a feature in a She’s Connected by AT&T episode. Entries are open as of May 1 and will be accepted through July 31. “Small businesses are the backbone of our economy and a powerful engine for innovation as many of today’s most transformative ideas have started small,” says Sabina Ahmed, AT&T Assistant Vice President of Sponsorships and Experiential. “For more than 150 years, we’ve seen the power of connection and how it translates to small business growth. That’s why we’re committed to providing small businesses with fast, reliable and secure connectivity and helping them connect to greater possibility.” AT&T is excited for another record-breaking year. Last year, the AT&T Small Business Contest received over 11,000 highly competitive applications, reflecting strong engagement and enthusiasm from the business community. This competition can be life-changing, with previous winners using the prize money to open new locations and expand operations. “We’ve seen firsthand how this contest can be a catalyst for growth—not just through funding, but through visibility, mentorship and impactful connections,” Ahmed says. The AT&T Small Business Contest launches just days before National Small Business Week— May 3-9—and will remain open through July 31. This year’s winner will receive $50,000 and AT&T’s connectivity package, including one (1) year of AT&T fiber service for their business location and a new mobile device, as well as a feature in a She’s Connected by AT&T episode alongside She’s Connected talent. Play She’s Connected with Flau’jae Johnson | AT&TShe’s Connected by AT&T—a content series that amplifies women athletes’ stories and celebrates the depth and growth of women’s sports—launched its sixth season last month with NCAA Champion Flau’jae Johnson. Throughout the years, the series has spotlighted incredible women athletes and small business owners—like A’ja Wilson and Sue Bird—to share their stories on taking their careers and businesses to new heights. “The visibility offered through She’s Connected by AT&T can be transformative. Tia Javier, our 2023 winner and founder of Bilinguatherapy, saw significant momentum following her feature, and she was able to secure a second location for her English- and Spanish-language speech therapy practice,” Ahmed says. “She also received a ton of outreach from fellow speech pathologists and schools interested in training staff and students to deliver multilingual speech therapy, helping her extend her impact even further.” ![](https://cdn.musebyclios.com/wp-content/uploads/2026/04/29135533/Tia-Photos-1-1024x581.jpg)Tia Javier, the founder of Bilinguatherapy and winner of the 2023 AT&T Small Business ContestMentorship from the extended She’s Connected by AT&T community is also part of the AT&T Small Business Contest winner’s prize package. Additionally, four finalists will each receive $5,000 to continue supporting the growth of their business. AT&T encourages members of the AT&T Small Business community to continue to enter the contest each year. “Many past winners and finalists applied more than once, and each time sharpened their story and honed in on their impact,” Ahmed says. 2025 AT&T Small Business Contest winner Nourish + Bloom Market applied to the contest multiple times and was previously named a finalist in 2023. Located in Fayetteville, Ga., Nourish + Bloom Market is an innovative grocery store that uses AI-powered technology to expand access to healthy food and foster connection. Ahmed says, “Their ability to thoughtfully leverage technology to better serve their community, combined with their perseverance and vision, made their application especially compelling.” Learn more about the AT&T Small Business Contest and how to apply at [att.com/shesconnected](https://more.att.com/shesconnected/ "att.com/shesconnected"). ![author avatar](https://secure.gravatar.com/avatar/bca57dd4723116a5018776272ebed389875689a3404acf351677240c4d746cec?s=300&d=mm&r=g) Christine Champagne [See Full Bio](https://musebyclios.com/author/christine-champagne/) [ ](https://musebyclios.com/author/christine-champagne/) **Categories:** Partner Content **Tags:** AT&T **Sections:** The Clios --- ### [Progressive's Sticky-Notes Monster Makes a New Friend](https://musebyclios.com/advertising/progressives-sticky-notes-monster-makes-some-new-friends/) **Published:** April 28, 2026 **Author:** David Gianatasio **Content:** Progressive’s hulking creature made of sticky notes is only scary on paper. It debuted a couple of years back, and returns this week, once again symbolizing the “to-dos”—bill paying, inventory, staffing—that bedevil small-business owners. With Progressive, we’re told, at least they won’t have to worry about getting insurance quotes. This time around, the beastie meets a lookalike friend and encounters a mechanical fortune-teller in an antiques shop. Eventually, they’ll pick off those to-dos and sweep them all away. “Every small business owner has a monster list,” says Sean McBride, CCO at Arnold Worldwide, which developed the campaign “This year, we introduced a second monster to showcase that owners aren’t alone in that daily grind.” “They see themselves in this lovable menace. And they appreciate that Progressive makes at least one task quick and easy, so they can stay focused on the business they’ve built.” Directed by Smuggler’s [Björn Rühmann](https://www.youtube.com/watch?v=yxsrjzMJWlo&list=PL-TXSFxFLp5HRkmI4I5u7EsKwAe9wTfbC&index=16), the work scores by soft-selling its message with compelling campy visuals and costumes. “The team has to physically write on thousands of Post-it notes—a mix of cloth notes and paper ones to avoid too many peeling off while filming,” agency GCD Donnell “Dojo” Johnson tells Muse. “Each round, we refresh the Post-its to make sure the costume stays in tip-top shape.” “Also, given its need to actually stick Post-it notes everywhere, we had to create two different types of hands for the monster. One that has the ability to actually grab things and one that only slaps things on.” Ads break across national TV and social platforms. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Arnold Worldwide, Progressive **Sections:** Trending --- ### [Lacoste's Playful Paris Sprint Ends at the French Open](https://musebyclios.com/sports/lacostes-playful-paris-sprint-ends-at-the-french-open/) **Published:** April 28, 2026 **Author:** David Gianatasio **Content:** Tennis, everyone? Lacoste crafted a breezy visual essay on its ties to the sport with “The Run,” a short film from BETC Paris and director [Fredrik Bond](https://musebyclios.com/sports/lets-watch-horses-conquer-the-streets-of-stockholm/). We watch an enigmatic young woman in a Polo shirt and skirt on the move through the boulevards, bistros, theaters and gardens of Paris. She’s in perpetual motion, her one line of dialogue—”Pardon!”—heightens the sense of carefree mystery. Could her destination be Center Court at the French Open? Why yes! (After all, [the brand’s founder and namesake](https://en.wikipedia.org/wiki/Ren%C3%A9_Lacoste) won the tournament three times.) And in the end, GOAT Novak Djokovic’s on hand to celebrate the game and Lacoste’s style. “Our intention was to reinterpret ‘Life Is a Beautiful Sport’ with a more lifestyle-oriented, joyful and free-spirited perspective,” says BETC executive creative director Nicolas Lautier. The spot, which anchors a broader global campaign, achieves that goal with its springtime vibe. The weather’s fine, so why take the Métro? Best to soak up some scenery and sun. “Lacoste is a brand born from tennis, one that has always conceived of style as a journey from the court to the street,” Latier says. “The film captures this unique ability to be at ease in any situation, with that blend of boldness, lightness and elegance.” To cast lead actress Maya-Rose Binard, “We searched extensively because our brief was very precise. We were looking for someone believable in the role of a ball girl, with an athletic background—because yes, there was a lot of running during this shoot.” “At the same time, we wanted a young woman who embodies that French elegance—that charming blend of lightness, attitude and confidence. A young woman capable of bursting into a scene uninvited and leaving it with a palpable sense of absence,” he tells Muse. Because of the shooting schedule, Buenos Aires stands in for Paris. Which is weird, given the ad’s Gallic obsessions. At least they didn’t create an AI version of [Roland-Garros](https://www.rolandgarros.com/en-us/). As for the requisite anecdote: “Fredrik Bond was a ball boy in his youth,” says Latier. “As a devoted fan of Novak Djokovic, he even rallied a few balls with Novak. Legend has it he actually won a point.” The initiative launched yesterday, with outdoor, digital and social in the mix. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Fashion and Beauty, Sports **Tags:** BETC Paris, Lacoste **Sections:** Entertainment, Lifestyle --- ### [The Lighthouse: a Collective Supporting the Creator Economy](https://musebyclios.com/creative-hq/the-lighthouse-a-collective-where-creatives-support-the-creator-economy/) **Published:** April 28, 2026 **Author:** Shahnaz Mahmud **Content:** Next stop on “Creative HQ With the Clios”: [The Lighthouse](https://www.thelighthouse.com/). Sami Lambert, our director of social media, gets a tour from CEO Jon Goss, who explains that the Brooklyn campus was designed as a collective for creators—and creatives—to support one other and to be a part of the creative movement. The building itself speaks to the mission. The Lighthouse operates within the historic [Ebehard Faber Pencil Factory](https://en.wikipedia.org/wiki/Eberhard_Faber_Pencil_Factory) built in the 1860s, with architectural designs by Philemon Tillion and Theobald Engelhardt. The structure features many nooks and crannies, like the room where a broadcasting radio station meets a vinyl DJ booth—Goss’ own creation. There’s also a theater where punk priestess [Patti Smith ](https://en.wikipedia.org/wiki/Patti_Smith)has played, an experiential test kitchen and a dining area where creatives can move tables to suit their culinary content-creating needs. Plans are in the works to transform the adjacent outdoor space—with trees and walkways—into another dining area. Nearby sits the library bar and a studio for photography shoots. There’s even a Green Room for the theater. Think [Charlie and the Chocolate Factory](https://en.wikipedia.org/wiki/Charlie_and_the_Chocolate_Factory). Every time you open a door, it leads to a completely different experience. Here’s the full tour: > View this post on Instagram > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > [A post shared by The Clios (@clioawards)](https://www.instagram.com/reel/DXhDPOYDX_8/?utm_source=ig_embed&utm_campaign=loading) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** Creative HQ **Tags:** The Lighthouse **Sections:** Trending --- ### [Hellmann's Flavored Mayo Sends People Into Happy Dances](https://musebyclios.com/advertising/hellmanns-flavored-mayo-sends-people-into-happy-dances/) **Published:** April 29, 2026 **Author:** Amy Corr **Content:** We’ve been known to break into a food happy dance from time to time. In Hellmann’s campaign for its range of mayos, the flavors move one man to dance like no one’s watching. One bite makes every bit of him feel joy—his mind, body and taste buds. Once he’s done celebrating, grandma gives the mayo a turn and gets bitten by the flavor bug. Play From Ogilvy U.K. and VML, the spot taps into the idea that food is a full body experience, with emotion behind many cravings. Whether it’s an unexpected food happy dance or a satisfying moment to yourself, Hellmann’s wants in. ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Advertising **Tags:** Hellmann's, Ogilvy, VML **Sections:** Trending --- ### [Korn's First New Music in 4 Years Is a Custom Song for Diablo IV: Lord of Hatred](https://musebyclios.com/gaming/korns-first-new-music-in-4-years-is-a-custom-song-for-diablo-iv-lord-of-hatred/) **Published:** April 28, 2026 **Author:** Amy Corr **Content:** The final expansion pack for Blizzard’s Diablo IV: Lord of Hatred launched this week, with a custom song and music video from Korn. We watch the band perform in “Reward the Scars.” It’s loud, angry and gets the blood pumping, fueling Mephisto as he slashes those closest to him. Play 72andSunny worked with animation house Passion and director Philippe Guyenne to blend music and gaming. “We wanted to honor the dark, illustrative roots of the game while fueling the fire for both fandoms, creating something as uncompromising as the legacies behind them. No respawn, no compromises, no AI,” says Guyenne. “Having Korn’s ‘Reward the Scars’ become the rage fuel for Mephisto’s transformation as he obliterates all who oppose him felt like a perfect kickoff,” adds Tim Wolfe, agency GCD. ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Gaming **Tags:** 72 and Sunny, Korn, Music, Passion **Sections:** Entertainment, Trending --- ### [Creator Corner: Nibs the Squirrel Is Having a Moment](https://musebyclios.com/creators/creator-corner-nibs-the-squirrel-is-having-a-moment/) **Published:** April 28, 2026 **Author:** Christine Champagne **Content:** After featuring [Coachella creators](https://musebyclios.com/music/creator-corner-at-coachella-issey-moloney-tyler-wells-and-pablo-tamayo-make-content-that-connects/ "Coachella creators") for the last two weeks, we have emerged from the desert to applaud the beloved squirrel puppet Nibs, who rocks in his own shaggy way. Plus, we explore Cale Brown’s dancing clones and admire Joe Ando-Hirsh’s interactions at The Devil Wears Prada 2’s NYC premiere and the wildly colorful creations of artist Aeropalmic. ### Social Media’s Favorite Squirrel: Nibs! Followers have gone nuts for this cute little gray squirrel who has built a massive following (he’s [@nibsgonewild](https://www.tiktok.com/@nibsgonewild) on TikTok and [@nibsnextdoor](https://www.instagram.com/nibsnextdoor/) on Insta) grinding and grooving in the window of his Florida home to some of his favorite songs. The dancing puppet is actually getting out and about more often these days, partying at the Hard Rock Café and chatting up the likes of Jason Bateman, Quinta Brunson and Dave Barco at movie premieres. > [@nibsgonewild](https://www.tiktok.com/@nibsgonewild?refer=embed "@nibsgonewild")what you got @Duq > > [♬ original sound – lochie](https://www.tiktok.com/music/original-sound-7263225464389520130?refer=embed "♬ original sound - lochie") ### Cale Brown Dances for KFC This digital creator, who has amassed a TikTok following of 10.5 million, is famous for making mesmerizing dance videos featuring multiple versions of himself. He has worked with like GapDenim and Abercrombie, and collabs with fashion brands make sense for a dancer, of course. But a dance video for KFC? Brown just made one. It’s a quirky and unexpected tribute to the brand’s value feast, and I’m here to tell you it works! > [@calebrownn](https://www.tiktok.com/@calebrownn?refer=embed "@calebrownn")New value feasts from @KFC [\#KFC\_partner](https://www.tiktok.com/tag/kfc_partner?refer=embed "kfc_partner") > > [♬ Finger Lickin Machine – KFC](https://www.tiktok.com/music/Finger-Lickin-Machine-7625696185965120287?refer=embed "♬ Finger Lickin Machine - KFC") ### Joe Ando-Hirsh Slays the Red Carpet Joe Ando-Hirsh confidently threaded the needle while playing a mostly fashion-oriented game of This or That with celebrities such as Stanley Tucci and Simone Ashley [on the red carpet at The Devil Wears Prada 2’s New York City premiere](https://www.instagram.com/reel/DXaXFyZjwz4/?utm_source=ig_web_copy_link&igsh=NTc4MTIwNjQ2YQ==). Kudos to Threads for thoughtfully choosing a creator. Ando-Hirsh is a graduate of FIT and a fashion designer and the perfect fit for this particular event. ### Enter Aeropalmics’ Colorful World Aeropalmics needs to be on your radar. Describing herself as a multimedia visual adventurer, she is all about creating wonder through playful art. This artist has worked with big brands like Sephora, Coach, Nike and Kiehl’s without ever compromising her colorful vision. Visiting her Instagram page is to be immersed in a unique world that is all her own. > [View this post on Instagram](https://www.instagram.com/reel/DWyP4XtjHj7/?utm_source=ig_embed&utm_campaign=loading)[A post shared by AEROPALMICS (@aeropalmics)](https://www.instagram.com/reel/DWyP4XtjHj7/?utm_source=ig_embed&utm_campaign=loading) ![author avatar](https://secure.gravatar.com/avatar/bca57dd4723116a5018776272ebed389875689a3404acf351677240c4d746cec?s=300&d=mm&r=g) Christine Champagne [See Full Bio](https://musebyclios.com/author/christine-champagne/) [ ](https://musebyclios.com/author/christine-champagne/) **Categories:** Creators **Tags:** nibs the squirrel **Sections:** Entertainment, Trending --- ### [Gatorade Works Up a Sweat Ahead of FIFA World Cup](https://musebyclios.com/sports/gatorade-works-up-a-sweat-ahead-of-fifa-world-cup/) **Published:** April 27, 2026 **Author:** David Gianatasio **Content:** Which would you trust to help you win soccer games: your lucky boots … or sweat? A pair of enchanted kicks hold their own pretty well against human competition in the video below. But Gatorade’s hypes perspiration, leaning into classic brand imagery (orange sweat) in a spot packed with F/X and some of the game’s biggest names. The point’s clear: Victories are earned the hard way, not through magic or serendipity. Still, you gotta love those shoes. Play TBWA\\Chiat\\Day L.A. and Springtime developed the fresh take on Gatorade’s famous “Is It In You?” positioning, urging viewers to “Trust What’s Inside.” While suitably intense, lighter moments help lift the storyline from the realm of sports clichés. Yes, everyone’s sweating, straining and striving. Still, they’re having a blast chasing their dreams. Iconoclast’s [Ernest Desumbila](https://ernestdesumbila.com/) directs the commercial in frenetic style. Former Premier Leaguer and TV commentator [Clint Dempsey](https://en.wikipedia.org/wiki/Clint_Dempsey) narrates. The latter’s relaxed-yet-enthusiastic tones provide a neat counterpoint to the gaudy visuals and help anchor the narrative. Christian Pulisic, Vinícius Júnior, Julián Álvarez, Gilberto Mora, Luis Díaz and Tajon Buchanan appear. “Gatorade has been with me for my entire career—from my youth days to my biggest moments on the pitch,” Pulisic says in press materials. “This campaign perfectly captures what it takes to compete at the highest level: sweat, repetition and a commitment to putting in the work. There’s no luck involved.” Look for more elements to launch as the FIFA World Cup approaches, though the push isn’t specifically tied to the tournament. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Sports **Tags:** Gatorade, TBWA\Chiat\Day L.A., World Cup **Sections:** Entertainment, Trending --- ### [How a Curious Robot Helped Launch Quechua's New Hiking Shoe](https://musebyclios.com/behind-the-scenes/how-an-adorable-robot-helped-launch-quechuas-new-hiking-shoe/) **Published:** April 27, 2026 **Author:** David Gianatasio **Content:** Every brief carries a hidden question. For Quechua’s launch of the MH900, their premium hiking shoe, the question wasn’t just about how we’d showcase this product. It went deeper: How do we remind the world what this brand is actually built on? Quechua has always been rooted in R&D, in the obsessive, quiet work of engineers and field testers who push gear to its limits before it ever reaches a trail. Our job was to make that DNA visible and memorable. We explored several creative territories. One stood out immediately: a robot. Not as a gimmick, but as a narrative device. What if Quechua’s own precision and engineering culture had literally come to life? That idea became QUECH-01: a rogue prototype, born from a technical incident at the design center in Sallanches, in the shadow of Mont-Blanc. Driven by something it can’t quite name, the robot escapes and takes the MH900 into the wild terrain it was built for. Mountain passes, rocky ridgelines, the kind of environments where gear either holds up or doesn’t. But the story has a twist. QUECH-01 can measure everything. It cannot feel anything. And that gap, between data and sensation, between precision and experience, is exactly where Quechua lives. The film ends not with the robot’s verdict, but with the viewpoint of humans: the brand’s testers and engineers, whose sensory knowledge of the field remains the only validation that counts. To tell that story visually, we needed a production approach that mirrored the film’s own argument: technology in service of the human vision, not the other way around. Orès Collective orchestrated a fully hybrid workflow. Band Originale handled live-action cinematography alongside 3D and VFX work. They also developed the AI-generated sequences and integrated them into the edit. The central challenge was aesthetic coherence. AI-generated imagery can quickly feel unmoored from reality, too clean, too uncanny, too generated. Our teams spent significant effort on the question of how to use AI without undermining the visual integrity of the real footage. The answer came through tight collaboration between the live-action and AI teams at every stage, treating the AIGC sequences not as a separate layer but as part of a single visual language. The result: situations that would have been impossible, or prohibitively expensive, to capture on location, rendered with enough visual truth to hold their place in the film. ### Why it matters beyond this project We work under real constraints. Budgets don’t stretch indefinitely. Neither do timelines. But that’s precisely where hybrid production earns its place, not by cutting corners, but by expanding creative ambition within the limits that actually exist. For a brand like Quechua, that ambition has a strategic dimension too. When clients can see ideas rendered convincingly from the earliest stages of collaboration, internal alignment happens faster. Teams get excited together, earlier. And the creative territory a brand can claim, globally and coherently, becomes larger. QUECH-01 escaped the lab. The real story is about what brought it back. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Behind the Scenes **Tags:** Orès Collective, Quechua **Sections:** Community Voices, Entertainment --- ### [Vaseline Gets Touchy-Feely, and Other Global Greats](https://musebyclios.com/worldviews/vaseline-gets-touchy-feely-and-other-global-greats/) **Published:** April 27, 2026 **Author:** David Gianatasio **Content:** Here are some notable campaigns that broke far and wide in recent weeks, curated by Muse sibling [Ads of the World](http://adsoftheworld.com). ### Vaseline, ‘Love Hurts’ Agency: Ogilvy Singapore Vaseline’s “Love Hurts” captures a familiar yet rarely depicted South African act of care: a parent or loved one applying petroleum jelly to a child’s face despite their protests. Blending honesty with humor, the film shows how this small, stubborn ritual prepares children to face the world. It follows the emotional shift from childhood resistance to adult understanding, revealing that what once felt uncomfortable was, in fact, a simple expression of love. [Read More](https://www.adsoftheworld.com/campaigns/love-hurts-cf60142c-9b5e-42a9-822e-2f3b3a918ec6) Play ### Qiao Fu Da Yuan, ‘Song of the Earth’ Agency: Mother “Song of the Earth” shifts focus from rice as a product to its origin in the black soil of Wuchang, shaped over generations. The film brings together a choir and audio explorers to perform before spring sowing, using low-frequency sound vibrations to move through soil. Rather than explain, it observes, offering a sensory reflection on the connection between land, seasonality and the people who rely on it. [Read More](https://www.adsoftheworld.com/campaigns/song-of-the-earth) Play ### O Boticário, ‘Departures’ Agency: AlmapBBDO Using a train as a metaphor for time and the transformations of motherhood, the film follows Karina and her son João from infancy to adulthood. Karina walks through the train cars of her own story, living through different stages of motherhood and recalling other departures: when João learns to say “sneaker” correctly; when he gets too big to be picked up; as a teenager, the first New Year’s Eve he spends with his friends and girlfriend; then into adulthood and the last great departure, when he leaves home to make a life for himself. [Read More](https://www.adsoftheworld.com/campaigns/departures) Play ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Worldviews **Tags:** O Boticário, Qiao Fu Da Yuan, Vaseline **Sections:** Trending --- ### [Ellie Norman of Formula E on Cultural Bridge-Building](https://musebyclios.com/2-minutes-with/ellie-norman-of-formula-e-on-cultural-bridge-building/) **Published:** April 27, 2026 **Author:** Shahnaz Mahmud **Content:** [Ellie](https://www.linkedin.com/in/ellietory/) is the chief marketing officer of Formula E, the first FIA-sanctioned electric world championship and the first net-zero carbon sport since inception. Before joining Formula E, Ellie Norman spent two years as the chief communications officer at Manchester United. Earlier, Ellie served as the chief marketing officer at Formula 1 for five years. Other stints include senior roles at Virgin Media and Honda. We spent two minutes with Ellie to learn more about her background, her creative inspirations and recent work she’s admired. # Ellie, tell us … ### Where did you grow up, and where do you live now? I grew up in the southeast of the U.K., in Kent, in the countryside, with a childhood that felt grounded and curious. Sport was always around, typically on a TV screen. I now live in West Sussex. It’s close enough to London to stay connected to the energy of culture and business. But far enough away to think clearly. That space, both literal and mental, matters when you’re leading a global brand. ### What is your earliest sports memory? Watching rugby at home with my family—the physicality, the noise, the rhythm! But my first formative sports experience was a trip to [Le Mans](https://en.wikipedia.org/wiki/24_Hours_of_Le_Mans) in 1991 with my stepdad. It wasn’t just a race; it was atmosphere, theatre, community. That trip planted an understanding that motorsport is as much about emotion and environment as it is about engineering. ### Who are your favorite sports team(s)? I’ve had the privilege of working with [Manchester United ](https://en.wikipedia.org/wiki/Manchester_United_F.C.)and [Formula 1](https://en.wikipedia.org/wiki/Formula_One), brands carrying decades of legacy, expectation and global fandom. Being inside organizations like that teaches you the weight and responsibility of cultural relevance. Today, my focus and energy is with [Formula E](https://en.wikipedia.org/wiki/Formula_E). We’re building a championship for where the world is going—electric, urban, innovative. Our mission is simple but bold: *Make progress thrilling.* ### Who are your favorite athlete(s)? [Serena Williams](https://en.wikipedia.org/wiki/Serena_Williams) redefined power and presence. [Lewis Hamilton ](https://en.wikipedia.org/wiki/Lewis_Hamilton)continues to expand what it means to be a modern driver. Earlier in my career, I had the privilege of working with [Usain Bolt](https://en.wikipedia.org/wiki/Usain_Bolt). What struck me wasn’t just the speed. It was the understanding of entertainment, personality and performance as one complete experience. That blend of excellence and charisma is incredibly powerful. ### What is your favorite sports movie and/or show? I worked on [Drive to Survive](https://en.wikipedia.org/wiki/Formula_1:_Drive_to_Survive) during my time at Formula 1, alongside [Sean Bratches ](https://wwsg.com/speakers/sean-bratches/)and Ian Holmes. The show demonstrated that storytelling can unlock entirely new audiences without changing the core product. Sport doesn’t need to become something else. It needs to open up access. ### What is your favorite sports video game, if you have one? Games like [EA Sports FC](https://en.wikipedia.org/wiki/EA_Sports_FC) show how interactive platforms can build fandom before someone ever attends a live event. In motorsport, simulation and esports are increasingly important. When someone can race virtually before ever stepping into a grandstand, you’ve fundamentally changed the fan journey. ### What is a recent project you’ve been part of that you’re proud of? [“EVO Sessions”](https://www.fiaformulae.com/en/evo-sessions) at Formula E. We put global creators behind the wheel of the world’s fastest-accelerating electric race car and invited millions of digital-native fans into our sport in a new way. It wasn’t just content, it was cultural bridge-building. It proved that you can expand the audience without diluting the integrity of the competition. That balance is everything. ### Can you share someone else’s recent work that you admire? I admire how the [NBA](https://en.wikipedia.org/wiki/National_Basketball_Association) continues to operate at the intersection of sport and culture. They don’t just broadcast games, they embed themselves in music, fashion and creator ecosystems. From player-led content to collaborations that show up organically across social feeds, they understand that modern fandom is participatory, not passive. On an individual level, athletes like Lewis Hamilton are redefining what it means to be a sports personality. His move into film production, fashion and impact investment reflects a broader shift. Athletes are no longer just talent within a system. They’re platforms in their own right. ### What can sports do that nothing else can? Sport creates shared, unscripted human emotion at global scale. It compresses identity, drama and belonging into a single live moment. When harnessed responsibly, it doesn’t just reflect culture, it moves it. ### What would you be doing if you weren’t working in the sports space? I suspect it would involve travel and food. I’m endlessly curious about how cities express themselves through their food culture. The energy of a Tokyo backstreet coffee bar, a family-run trattoria in Italy, a street market anywhere in the world—those spaces tell you more about a place than any boardroom ever could. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:maher.labban@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Advertising, Sports **Tags:** Formula E **Sections:** Community Voices, Entertainment --- ### [Toys to Rituals: the Big Opportunity for Kellogg’s](https://musebyclios.com/musings/toys-to-rituals-the-big-opportunity-behind-kelloggs-move/) **Published:** April 24, 2026 **Author:** David Gianatasio **Content:** Let me be the first to say: I’m absolutely giddy over Kellogg’s putting [toys back in cereal boxes](https://newsroom.wkkellogg.com/2026-04-23-Kelloggs-Brings-Back-Toys-in-the-Box-to-Celebrate-Disney-and-Pixars-Toy-Story-5). And if Slinky Dog is nestled at the bottom of 55oz of Frosted Flakes, sign me up. On paper, it’s a simple play. Bring back something people loved, throw in some IP and hope it draws them back to the cereal aisle. In reality, it’s a much bigger opportunity than a one-off partnership with Disney and Pixar’s Toy Story 5. Nostalgia’s been the marketing word du jour for the last few years. The mistake most brands make is thinking nostalgia is about the past. It isn’t. Counterintuitive, right? In fact, it’s about a feeling people are actively looking for right now and one that feels increasingly hard to find. Today, life is faster, more optimized, more watched, less tactile. Everything is a system or an ecosystem. Everything is a performance. Nostalgia cuts through all of that. It reminds people of a time when things felt easier, slower, and a little more real. Nostalgia is a reaction more than it’s a trend. And more importantly, it’s a powerful driver of behavior. Not because of its ability to recapture a specific era. But because of its ability to create objects and experiences that let us visit the lives many of us wish we still had, while giving younger generations a taste of what that felt like. In fact, according to GWI, Gen Z is more likely than older generations [to feel nostalgic](https://www.gwi.com/blog/nostalgia-trend) for the past despite not having lived through it. That feels like proof it’s less about the moment itself and more about the search for comfort and a more carefree existence. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/04/24133650/kel.jpeg)Right now, a lot of brands are chasing the artifacts of nostalgia. The fonts, the colors, the old logos. We’ve seen Tootsie Pop bring back its early ‘70s “How Many Licks” spot. McDonald’s celebrated Grimace’s birthday. And Neutrogena relived iconic TV moments of the ‘90s to sell anti-aging cream. All of that is great. But it’s even better when engaging with the brand gives people relief. When that offers a break from who they are supposed to be and lets them step into a version of themselves that feels lighter. That requires a shift from being solely referential to focus on references, objects or experiences. For Kellogg’s, this could be the beginning of a strategy with nostalgia at the core. For them, a toy in the box wasn’t even solely about the object, it was the ritual. Sitting on the kitchen floor, watching cartoons before school, pouring a bowl a little too large so you could reach the toy before your brother. Designing for the behaviors people miss can pull consumers deeper into the Kellogg’s world. Nostalgia is so much more than a stunt, and if this moment signals the beginning of building around that again it could be something we get to live inside every morning. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings **Tags:** Kellogg's **Sections:** Community Voices --- ### [Hijacking Search: The Story Behind 'What Is Dyslexia?'](https://musebyclios.com/musings/hijacking-search-the-story-behind-what-is-dyslexia/) **Published:** April 27, 2026 **Author:** David Gianatasio **Content:** There’s a moment millions of families experience every year. When a child gets diagnosed with dyslexia, a parent reaches for their phone and types four words into Google: “What is dyslexia?” And what they’re told is that dyslexia is a lifelong learning disorder. A disability. Word-blindness. Nine in 10 say this search result leaves them feeling hopeless about their future. Not because dyslexia is hopeless. But because the front page of Google has been shaped entirely by its deficits. That’s the problem we set out to fix. And the solution isn’t a sponsored result. It’s a film. The idea started with a constraint that looked impossible. The Google’ Knowledge Panel, that authoritative block of information that automatically appears at the top of any search result, can’t be bought. It can’t be gamed with media spend. It’s shaped by cultural signals: critical reception, distribution reach. The kind of legitimacy that ad dollars simply cannot manufacture. Things like books, events and films. So, we stopped thinking like advertisers. We started thinking like filmmakers. We’d needed to make something that deserved to be there, a piece of cinema complete with world-renowned actors, composers, IMDB listing, Rotten Tomatoes-approved critic reviews, press coverage and a global premiere at the BFI IMAX. We named it “What Is Dyslexia?” after the most common search team. This ensures that when the algorithm came looking for what was most relevant and celebrated, it would find us. Play The story we chose to tell is a simple one, because it needed to be. It’s a story about the very experience each and every dyslexic child is living right now. A young girl named Lola has just been told she has dyslexia. She goes online looking for answers and finds only reasons to be afraid. Then she meets a brilliant, eccentric, dyslexic inventor who takes her through history. Introducing her to Henry Ford, Muhammad Ali, visionaries from science, art and sport, all of them dyslexic, all of them extraordinary. By the end, Lola doesn’t feel hopeless. She discovers that dyslexia is a brilliant and different way of thinking. The audience isn’t advertising-literate industry insiders. It’s a 10-year-old sitting with their mum, trying to figure out if they fit in. Simple was the only option. To earn the cultural weight the strategy required, every decision we made had to carry as much gravitas as possible. Starting with a cast of established actors, with voices people know and trust. Jeremy Irons and Liv Tyler aren’t just recognizable. Both have personal connections to dyslexia, which meant they came to this project with something no casting brief can manufacture: genuine stakes. When Jeremy voices the Inventor, you’re not hearing an actor doing a job. You’re listening to a father who understands exactly what it feels like when a child is handed a label and told to make peace with it. Liv brought the same quality. Hope Day, who plays Lola, exudes a brightness and vulnerability that keeps the story grounded. That personal investment also served a strategic purpose. Actors who believe in a project talk about it. They show up to premieres. They give interviews. All of which contributes to exactly the kind of cultural footprint a Knowledge Panel responds to. Credibility and coverage aren’t separate from the creative. They go hand in hand. The animation style came from the same place. Art&Graft London built something that blends hand-drawn 2D with a 3D character pipeline, layered with brushwork and variable frame rates. It symbolizes what it feels like inside the mind of a dyslexic child. It’s non-linear, textured, layered, alive with detail that doesn’t always follow a straight line. Lorne Balfe and Ted Griggs wrote the score and the film’s end-credits song, both drawing on their experiences as dyslexic thinkers. Director Kyra Bartley, working through Finch, brought it all together. Launching at the BFI IMAX wasn’t simply an event. It was part of the strategy. A film premiering on the U.K.’s largest cinema screen gets reviewed. It earns credibility for IMDB entries, a Rotten Tomatoes page and a Letterboxd thread. Which aren’t commonly granted to short films. It builds the cultural footprint that shifts a Knowledge Panel. What is Dyslexia? globally launched in partnership with YouTube Kids, where it sits on the homepage for the exact audience most likely to be searching for those four words for the first time. Every decision from casting to style, distribution and even the name of the film itself was made in service of two things: to create a piece of cinema that genuinely moved people and one that the internet’s cultural infrastructure would recognise as significant. Somewhere right now, a kid is typing What is dyslexia? into a search bar. What they find in the next ten seconds will shape how they think about themselves for years. We want to be there when they do. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Behind the Scenes, Musings **Tags:** Clemenger BBDO **Sections:** Community Voices, Entertainment, Lifestyle --- ### [Disney Celebrates 45-Year Make-A-Wish Partnership With 'Week of Wishes'](https://musebyclios.com/advertising/disney-celebrates-45-year-make-a-wish-partnership-with-week-of-wishes/) **Published:** April 27, 2026 **Author:** Amy Corr **Content:** Disney launched “Drawn to You,” a 2-minute spot from Fallon and filmmaker Goh Iromoto to celebrate its 45-year partnership with Make-A-Wish. Today, the brand begins its annual “Week of Wishes.” Disney grants a wish every hour of the day—and good on them for making them happen. The spot follows a young girl who drawing her fave Disney characters before she was sick, while she was sick and afterwards when she meets her fave character at the theme park, where she doodles with Mickey Mouse. Real artwork from EJ, a 16-year-old aspiring animator was used throughout the ad. EJ is a 16‑year‑old liver transplant recipient whose wish was to experience a “day in the life” of a Disney animator, He got the chance to draw alongside animator Eric Goldberg. Play “For wish kids and their families, Disney represents joy, imagination, and hope during some of their most difficult moments,” says Leslie Motter, president and CEO at Make-A-Wish America. “This 45-year relationship has never been stronger, and Disney Week of Wishes will spotlight the remarkable scale and lasting impact of Disney’s commitment to bringing life-changing wishes to children around the world.” ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Advertising **Tags:** Disney, Fallon, Make-A-Wish **Sections:** Entertainment, Trending --- ### [Making Museums Must-See Travel Destinations for All](https://musebyclios.com/travel/making-museums-must-see-travel-destinations-for-all/) **Published:** April 24, 2026 **Author:** Shahnaz Mahmud **Content:** Here’s a campaign from Finland that seeks to entwine museum visits with popular culture. To that end, the [Finnish Museum Card](https://museot.fi/museumcard), a 12-month pass, places Finland’s beloved art institutions as vital parts of the travel experience. Travelers can book visits that include multiple museums, meals and transportation, all booked through the “Museum Trips” program. And celebs may be a part of the experience, too. The first trips were hosted by [Jorma Uotinen](https://en.wikipedia.org/wiki/Jorma_Uotinen) and [Katja Ståhl](https://www.imdb.com/name/nm0836644/)—well-known among the Finns within dance and TV. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/04/23170434/museum-trips_final.jpeg)Recently, the initiative opened a travel pop-up shop in [Mall of Tripla](https://en.wikipedia.org/wiki/Mall_of_Tripla)—one of Helsinki’s busiest shopping destinations. It existed as an actual travel agency with brochure racks, a service counter, bum bags and more. It’s fashioned after a classic high street travel shop—”the kind that used to anchor every town center before the internet made them disappear.” ![](https://cdn.musebyclios.com/wp-content/uploads/2026/04/23170458/museum-trips_final2.jpeg)The idea is to get shoppers who likely had no intention of visiting one of the country’s many museums and can now find themselves leafing through physical brochures as they reconsider their cultural outings. The Museum Card partnered with [SEK](https://www.sek.fi/) on the effort. “People do visit museums while they are on holiday, but the museum is rarely the reason they went,” says agency creative director, Samuel Räikkönen. “Hotels, airlines, experience packages—they all know how to create desire. Museums haven’t had to. We wanted to change the frame entirely: what if a museum visit wasn’t the dutiful cultural stop, but the whole reason for the trip?” In addition to the live experience, the campaign runs across social media, online video, radio, and digital display advertising. The effort also used Museum Cards’ own channels, including their newsletters, and appears in [Helsingin Sanomat](https://fi.wikipedia.org/wiki/Helsingin_Sanomat), Finland’s largest newspaper. “Museum Trips is a real product now, not a one-time activation,” Räikkönen added. ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** Travel **Tags:** Finnish Museum Card, SEK **Sections:** Trending --- ### [Emery Barnes of Fanatics Sportsbook on Working With the Knicks and Megan Thee Stallion](https://musebyclios.com/2-minutes-with/emery-barnes-of-fanatics-on-working-with-the-knicks-and-megan-thee-stallion/) **Published:** April 21, 2026 **Author:** Shahnaz Mahmud **Content:** [Emery](https://www.linkedin.com/in/emery-barnes-478749a6/) serves as the director of social media at Fanatics Sportsbook. At 30, Emery has led global marketing campaigns and programs for DoorDash, Anheuser-Busch, Samsung, Coca-Cola and P&G. His began his career at agencies including Leo Burnett, Wieden+Kennedy and MullenLowe, with work appearing in the Super Bowl, NBA Finals, Olympics and Oscars. During a tenure at DoorDash, Emery guided efforts across the band’s sports portfolio. Beyond sports, Emery has worked with talent such as Druski, Kai Cenat, Kevin Hart, La La, Kurtis Blow, Lola Brooke, Hit-Boy, T-Pain and DJ Khaled. We spent two minutes with Emery to learn more about his background, his creative inspirations and recent work he’s admired. # Emery, tell us … ### Where did you grow up, and where do you live now? I was born and raised in the Chicago suburbs about 45 minutes outside the city. I have been a New York City resident for the past five years, now living in Chelsea. Chicago sports culture shaped a lot of who I am. That will always be home. But I’m proud to call myself a New Yorker. ### What’s your earliest sports memory? Going to [Bulls](https://en.wikipedia.org/wiki/Chicago_Bulls) games as a kid with my family. Growing up in Chicago during the ’90s basketball era was different. [Jordan](https://en.wikipedia.org/wiki/Michael_Jordan). [Pippen](https://en.wikipedia.org/wiki/Scottie_Pippen). [Rodman](https://en.wikipedia.org/wiki/Dennis_Rodman). Even though I was young, it’s a cool feeling that I got to experience that firsthand. ### Who are your favorite sports team(s)? The [New York Knicks](https://en.wikipedia.org/wiki/New_York_Knicks). When I was at [DoorDash](https://en.wikipedia.org/wiki/DoorDash), I got to work with the team and some of the players. Watching the team grow has been a rewarding experience. Beyond that, the Knicks just feel like New York. The fans are people from completely different walks of life coming together. And honestly, that’s the same reason people move to New York in the first place. To chase something bigger. To build a better life for themselves and their families. I respect that. So yeah, I rock heavy with them. The last four years as a fan have been a fun ride and I wouldn’t have it any other way. ### Who are your favorite athletes right now? - [Jalen Brunson:](https://en.wikipedia.org/wiki/Jalen_Brunson) I admire his underdog mentality. He’s been overlooked at different stages of his career but he’s stayed humble and delivered at the highest level. I see a lot of myself in his journey. - [Shai Gilgeous-Alexander:](https://en.wikipedia.org/wiki/Shai_Gilgeous-Alexander) He’s saucy. From his style to his interviews to his game, there’s a confidence and creativity about him that deserves flowers. - [Anthony Edwards](https://en.wikipedia.org/wiki/Anthony_Edwards_(basketball)): Pure energy. He understands entertainment and he can hoop. He brings personality to the league in a way that feels authentic. As a marketer, I love the brand that he and his team have built on and off the court. ### Favorite sports movie or show? [Space Jam](https://en.wikipedia.org/wiki/Space_Jam) and [Like Mike](https://en.wikipedia.org/wiki/Like_Mike). I’ve probably seen both over 100 times. Growing up in Chicago during the Jordan era and being raised on 2000s hip-hop, those movies weren’t just entertainment. They were formative. ### Favorite sports podcast or news show? My favorite sports social account right now is the [NBA](https://www.nba.com/) Research & Development Department. They do a phenomenal job of taking interesting sports storylines and packaging them in a way that feels native to social. They speak to both hardcore and casual fan and have created a format that drives repeat consumption online. ### Favorite sports video game? Easily [2K](https://en.wikipedia.org/wiki/2K_(company)) and [Madden](https://en.wikipedia.org/wiki/Madden_NFL). That’s my childhood in a nutshell. And if we want to go way back, [NBA Street](https://en.wikipedia.org/wiki/NBA_Street), [NBA Jam](https://en.wikipedia.org/wiki/NBA_Jam), [NFL Street](https://en.wikipedia.org/wiki/NFL_Street). ### What’s a recent project you’re proud of? The NBA campaign we launched with [Megan Thee Stallion](https://en.wikipedia.org/wiki/Megan_Thee_Stallion). As someone who loves both basketball and hip-hop, it felt incredibly personal. This campaign allowed us to flex beyond traditional sports betting content and tap directly into culture. Working with someone as iconic as Megan to tell that story and having that be my first major project at [Fanatics ](https://betfanatics.com/)made it especially meaningful. It was a moment where culture and business aligned in a really powerful way. ### Can you share someone else’s work you admire? I loved the campaign that [Gatorade](https://en.wikipedia.org/wiki/Gatorade) did with [Kendrick Lamar](https://en.wikipedia.org/wiki/Kendrick_Lamar) last spring. Launching this shortly after he won five Grammys and ahead of the NBA Playoffs deserves a hat tip. I’m always drawn to campaigns that blend art and science, and creative excellence with strategic precision. Play ### What can sports do that nothing else can? They bring together people from completely different backgrounds to achieve a shared goal. As a former athlete, I’ve lived that firsthand—being in the trenches at practice, grinding through hard workouts, celebrating wins and learning from losses. What’s so powerful about sports is the trust you build with people you might’ve never crossed paths with otherwise. Sports teach teamwork, resilience and accountability. These lessons translate directly into how I operate as a marketer and leader. ### If you weren’t working in sports, what would you be doing? I’d open a restaurant, lounge or speakeasy. Something intimate. Good music, food and drinks. My favorite art on the walls. A space where people can connect and have real conversations. The core of everything I do is to bring people together. This would just be another version of that. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:maher.labban@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Advertising, Sports **Tags:** Fanatics Sportsbook **Sections:** Community Voices, Entertainment --- ### [Listen to Your Body, Not Unsolicited Health Advice, Says Apple](https://musebyclios.com/health/listen-to-your-body-not-unsolicited-health-advice-says-apple/) **Published:** April 23, 2026 **Author:** Amy Corr **Content:** Everyone’s got an opinion, especially about what does and doesn’t work for a person’s health. Rather than sort through the noise, Apple encourages folks to listen to their bodies. “Your Health. In Your Hands” hypes the combo of an Apple Watch and iPhone as the main voices of reason when it comes to wellness. In a :30 from Apple Marcom and director Björn Rühmann, random strangers have an opinion about the benefits of caffeine, cardio, sleep and more. A woman cuts through the clutter by using her Apple tech to track important new trends about her health. Play The campaign is running on TV, digital, social, and podcasts and will highlight sleep, cycle tracking and heart health. **CREDITS** Agency: Apple Marcom Director: Björn Rühmann Production Company: Smuggler Post-Production Company: Significant Others Editing: Final Cut LA Director of Photography: Edu Grau Music: Sheherazaad – “Dhund Lo Mujhe” Digital Credits Production Company: Pocket Post-Production Company: Scholar Editing: Dominic Strazulo Director of Photography: Stephen McGehee Music: Rattlesnake (feat.Kinck) P!nch ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Health and Wellness **Tags:** Apple Marcom, Apple Watch, iPhone **Sections:** Lifestyle --- ### [Spike Lee's All About Arsenal Soccer Now](https://musebyclios.com/sports/spike-lee-directs-for-arsenal-and-its-finance-partner-airwallex/) **Published:** April 24, 2026 **Author:** Amy Corr **Content:** Spike Lee just wants to watch the Arsenal match. But the pub talk takes a fintech turn in a 2-minute spot for Arsenal and its finance partner Airwallex. Developed by Uncommon and directed by Lee, the ad features Arsenal royalty like Martin Keown, Rachel Yankey and Thierry Henry (the latter being Lee’s close friend). Keep an eye out for Jasmine Jobson, Aaron Pierre, Kai Havertz, Gabriel Magalhães and Viktor Gyökere too. “Who Are Ya?” takes place in a North London Pub. Rather than hearing heated opinions about the Arsenal match, there’s a heated debate about the financials of football. All Spike wants though is to watch the match and using an airhorn finally gets fans focusing on the game. And it wouldn’t be a Spike Lee film without his [“double dolly”](https://www.youtube.com/watch?v=LbdUXqbjNWs) technique. “Let’s be honest—most Arsenal supporters haven’t heard of Airwallex, and we didn’t want to be a random logo on a perimeter board; so we decided to introduce our Arsenal partnership in a way supporters couldn’t ignore,” says Matt Jennings, global CD at Airwallex. “Football isn’t just 90 minutes on the pitch—it’s the talk about money, business, and tactics that happen at the pub every week. We hope our film brings those conversations to life in an entertaining way, and ensures no Arsenal fan will ever have to ask, ‘Air-who?'” ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Sports **Tags:** Airwallex, Arsenal, Spike Lee, U.K., Uncommon **Sections:** Entertainment, Trending --- ### [5 Ads of the Week: Extrême's Rocker Tops the Chart](https://musebyclios.com/advertising/5-ads-of-the-week-extremes-rocker-hits-no-1/) **Published:** April 23, 2026 **Author:** David Gianatasio **Content:** ### Bestie: Extrême Ice Cream Jams With Goofy Glam Rocker Clutch pulls out all the stops for a rollicking throwback. This one’s powered by a retro thumper from Mika, plus Harrison Claxton’s sequined central performance. Turn it up! [Read More](https://musebyclios.com/music/extreme-ice-cream-excels-with-goofy-glam-rock/) **And in no particular order…** ### McDonald’s Wants You to Ditch Your Regular Order for the McCrispy That Big Mac box in the back seat may beg you to stay true. But McCrispy beckons like a Southern-fried siren. Cheaters prosper at McD’s! From Leo U.K. [Read More](https://musebyclios.com/advertising/mcdonalds-wants-you-to-ditch-your-regular-order-for-the-mccrispy/) ### ‘Hockey Gods’ Visit Boston Pizza for NHL Playoffs Mekanism summons powerful (and really silly) deities to help Canada break its 3-decade Stanley Cup drought. Alas, some fans still believe they haven’t got a prayer. [Read More](https://musebyclios.com/sports/the-hockey-gods-visit-boston-pizza-for-nhl-playoffs/) ### Online Bank Blasts the Past Monzo, DDB Dublin and director Daniel Liakh amusingly capture angst from the ’80s, ’90s and ’00s as folks bemoan their lack of banking options. [Read More](https://musebyclios.com/advertising/online-bank-blasts-the-past-with-deadpan-humor/) ### Electrolux Leans Into Swedish Humor Deadpan comedy springs to life thanks to Publicis London and director Torstein Bjørklun. Lots of quietly funny moments to savor. (That cake, not so much.) [Read More](https://musebyclios.com/advertising/electrolux-leans-into-swedish-humor/) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Boston Pizza, Electrolux, Extrême, McDonald's, Monzo **Sections:** Entertainment, Trending --- ### [Rob Mac's Dream Sequence Leaves Ryan Reynolds Behind](https://musebyclios.com/film-tv/rob-macs-dream-sequence-leaves-ryan-reynolds-behind/) **Published:** April 23, 2026 **Author:** David Gianatasio **Content:** Who wants to see Rob McElhenney in a silly tritone hat circa 1780? Ryan Reynolds sure does. But he never gets the chance in the spot below, a collab between Ancestry and the Welsh soccer club owned by the Hollywood stars. Rob Mac dreams he’s Ryan’s great great great great great grandfather. The ad’s not 5x great, but, with these two, the riffing never fails to amuse. Play Ryan’s ancestor really was named “Innocent George,” and Reynolds did learn about him via Ancestry. Whether he looked exactly like Rob, who can say? “We don’t just love Ancestry because they’re great partners to the club, we genuinely love their product,” Rob and Ryan say in campaign materials. “If you haven’t gone down your own family rabbit hole, you need to get digging. You won’t be disappointed. To be clear, you won’t be disappointed … with Ancestry. Can’t vouch for what your ancestors got up to, obviously. History was rough.” Maximum Effort created the commercial. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Film and TV, Sports **Tags:** Ancestry.com, Maximum Effort, Ryan Reynolds, Wrexham **Sections:** Entertainment, Trending --- ### [The Tearquilizer: a Spray Made From Women's Tears That Calms Men Down](https://musebyclios.com/advertising/the-tearquilizer-a-spray-made-from-womens-tears-that-calms-men-down/) **Published:** April 23, 2026 **Author:** Amy Corr **Content:** Picture it: A woman with an opinion and the moment they start to speak, they’re interrupted by a man, who *definitely* knows more than them. Introducing the “Tearquilizer,” a male-calming spray that’s made from women’s tears because, per [Scientific American,](https://www.scientificamerican.com/article/sniffing-womens-tears-makes-men-less-aggressive/) men become up to 44 percent less aggressive after smelling women’s tears. Created by Amsterdam-based creatives Carlota Real and Natalia Zapata, [Tearquilizer](https://tearquilizer.com/) pushes this scientific discovery to another level. “There wasn’t just one moment, but too many happening to us and to women close to us,” Real tells Muse. “Condescending comments and attitudes from men in higher positions throughout our entire careers. Being called ‘defensive’ for pushing back at work or simply being assertive, while the men around us wouldn’t get the same feedback. Having to walk on eggshells around fragile egos. And let’s not even talk about the current dating scene, which is not for the weak.” “All of this got us fired up, and we decided to channel it into something absurd and hilarious as a way to cope. An equally insane solution. Of course, we’re not about to start milking our tears and spraying men out in the wild. But maybe it gets people talking, and realizing just how many of these experiences are universal.” This video below breaks things down: And a custom [website](https://tearquilizer.com) explains the aromatic notes to expect: “It opens with a delicate aroma of sobbing quietly between meetings, paired with top notes of smudged mascara and a faint scent of panic over a passive-aggressive email. Notes of damp paper towels and of saying ‘I’m fine’ while absolutely not being fine, softened by undertones of anxiety.” “As friends and creatives, we were constantly ranting about terrible dates, fragile egos, and the toxic men around us, until one day we decided to do something about it,” says Real. “Humor is our favorite coping mechanism, so turning our toxic shared experiences into something fun just made sense.” ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Advertising **Tags:** Amsterdam, Tearquilizer **Sections:** Trending --- ### [Trapped Mountain Climbers Turn to Snickers](https://musebyclios.com/advertising/trapped-mountain-climbers-turn-to-snickers/) **Published:** April 22, 2026 **Author:** David Gianatasio **Content:** Which sounds more urgent: “We are stranded” or “Help, arm wedged in boulder”? Wrangling over which text to send may cost a pair of unfortunate mountain climbers dearly unless they can overcome their indecision. Maybe a Snickers Peanut bar can help… …then again, maybe not. That coyote sounds friendly, though. “With the ‘Stuck’ campaign, we’re adding a new, hilarious chapter by exploring the world of hunger-fueled indecisiveness,” says Mars Snacking VP of brands Ashley Gill. “It’s a creative platform that allows us to playfully show how Snickers is the perfect solution to that all-too-familiar feeling of being caught in between.” BBDO N.Y. helped develop the work, which breaks this week across TV and digital platforms. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** BBDO New York, Snickers **Sections:** Trending --- ### [These Public AI Voice-Bots Will Help You With Recipes](https://musebyclios.com/ai-update/these-public-ai-voice-bots-will-help-with-recipes/) **Published:** April 22, 2026 **Author:** David Gianatasio **Content:** In our brave new world, you’ll need a good dinner. So, K-Supermarket in Finland launched digital billboards that let passersby chat with bots for recipe tips. Developed by United Imaginations, this marks perhaps the first broad public deployment of open-space real-time voice AI. “Making these screens responsive to simple voice questions is a natural evolution,” UI cofounder and CCO Jyrki Poutanen tells Muse. “It doesn’t add a new layer so much as it makes the existing one more intuitive and useful.” “For many people, even interacting with a public touchscreen can be a small obstacle, whether for accessibility, hygiene, or simply convenience. So removing that step matters.” Indeed, DOOH on streets and in stores is nothing new. The twist here is the interactivity, positioning K-Supermarket as a virtual friend available for assistance—not just another brand dispensing a sales pitch. “They can guide, assist, and help people decide at the exact moment they need it,” Poutanen says. “These are very light, optional interactions. They don’t replace human connection any more than checking a map does.” “In that sense, it’s less about introducing bots into public space, and more about making everyday environments a little more helpful.” The mall-based initiative rolls out this week in Helsinki, Lappeenranta and Tampere. **CREDITS** Client: K-Supermarket Milla Sorsakivi, Chief Marketing Officer Sanna Helsto, Marketing Director Creative Team: United Imaginations Creative Director: Jaakko Hovi Senior Creative: Nelli Immonen Creative: Iikko Kuusela Copywriter: Nelli Pätäri Designer: Sari Sälemaa Senior Comms Director: Vilja Vehkaoja Project Manager: Julia Jämsen Chief Creative Officer: Jyrki Poutanen Client director: Ella Komulainen Tech Team: Peter Green, Client Director, Sipuli Group Sampo Pihlaja, Head of Digital, Inuits ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** AI Update **Tags:** K-supermarket **Sections:** Lifestyle --- ### [Dirty Brotein: George Kittle Gets Pumped With Mug Root Beer](https://musebyclios.com/sports/dirty-brotein-george-kittle-gets-pumped-with-mug-root-beer/) **Published:** April 23, 2026 **Author:** David Gianatasio **Content:** Brotein. Is that George Kittle’s secret for [luxurious locks](https://musebyclios.com/film-tv/nfls-george-kittle-gets-a-haircut-for-directv/)? He can’t get enough of the stuff in the :60 below from Mug Root Beer. Let’s watch the 49ers tight end hype a special offer featuring Mug and vanilla protein shakes: “Every shot, every sound effect, was meant to capture the over top creative and lean into the ridiculous, delicious simplicity of mixing Mug Zero Sugar with protein,” VP of marketing Michael Smith tells Muse. “As someone who has been a die-hard Mug fan and has first-hand experience balancing big personality and a demanding workout, George Kittle was our first choice for the campaign. He fully embraced the humor and tone of the creative with his signature energy and excitement, and even opened his personal gym for the shoot.” It’s super silly. So, it’s in sync with buzzy trends like “gainz hacks,” “dirty protein” and “maxxing” this and that. The push includes a $24.99 limited-edition [Brotein Bundle](https://www.walmart.com/ip/MUG-Protein-Gym-Kit-Early-Access-Bundle/20036701143) with a Mug Zero and vanilla shake, plus a shaker, gym bag and more goodies. VaynerMedia led creative development. John Marsico and Ben McManus, aka Varsity, directed via Stept. Funny fitness instructor Cole Jernstedt gets in on the action, too: > [View this post on Instagram](https://www.instagram.com/reel/DXcJ3OeEThY/?utm_source=ig_embed&utm_campaign=loading)[A post shared by Cole Jernstedt (@colejernstedt)](https://www.instagram.com/reel/DXcJ3OeEThY/?utm_source=ig_embed&utm_campaign=loading) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Sports **Tags:** mug root beer, VaynerMedia **Sections:** Entertainment, Lifestyle --- ### [Midas Goes 'Karate Kid' on Your Car](https://musebyclios.com/film-tv/midas-goes-karate-kid-on-your-car/) **Published:** April 20, 2026 **Author:** David Gianatasio **Content:** What if William Zabka from The Karate Kid and Cobra Kai moonlighted as a master technician at Midas? Would he kick your tires? It’s a wacky cultural mashup for sure. Clearly a stretch. Will sports a (Midas gold) bandana. And with Kid anthem “You’re the Best” rocking the soundtrack, it’s just too goofy. It’s almost like they knew this shouldn’t work, but went for it anyway. \*Respectfully bows head\* There’s probably a joke here about chop shops. But Muse would never stoop so low. Where Eagles Dare fashioned the year-long national campaign, which arrives as Midas celebrates its 70th anniversary. “William really embodied the character and came in with a ton of ideas,” agency ECD and founder Brian Franks tells Muse. “A lot of the best moments evolved naturally on set. The moment where he kicks the car on the way out was completely improvised and was very additive to the spot. He would do things like that that weren’t scripted because he wanted the character to be a badass and be more hands-on.” The work drops today across TV, digital, social, radio and retail. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Film and TV **Tags:** midas, Where Eagles Dare **Sections:** Entertainment, Trending --- ### [McDonald's Wants You to Ditch Your Regular Order for the McCrispy](https://musebyclios.com/advertising/mcdonalds-wants-you-to-ditch-your-regular-order-for-the-mccrispy/) **Published:** April 22, 2026 **Author:** Amy Corr **Content:** Once we find our go-to drive-thru order, it’s hard to sway from it. This McDonald’s campaign from Leo U.K. encourages menu betrayal because the McCrispy sandwich is, we’re told, too good to pass up. Creative directors James Hodson and Jason Keet led the initiative. “McCrispy. Betray Your Go‑To” is running in the U.K. and Ireland across TV, social, OOH, radio and creator marketing. In the spot below, directed by the duo known as [GRANDMAS](https://www.grandmasdirectors.com/), a woman pulls up to the drive-thru, ready to place her usual order, when she sees an ad for the McCrispy. An empty Big Mac box in her car begs her to stay loyal. Despite such influences, she strays and orders a McCrispy. “Everyone has a go-to order. Whatever it is, it’s with you for life,” says James Hodson, CD at Leo U.K. “Betray your go-to is jolting people out of their autopilot to consider the McCrispy. The campaign takes a universal truth and challenges it in a playfully rebellious way, just as creativity should.” OOH ads feature oversized typography with product shots that make switching orders overtly tempting. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/04/22095541/Mcd1-1024x576.jpg)![](https://cdn.musebyclios.com/wp-content/uploads/2026/04/22095543/Mcd2-1024x576.jpg) ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Advertising **Tags:** GRANDMAS, Leo U.K., McDonald's **Sections:** Trending --- ### [Mountain Dew Travels Back to 1948](https://musebyclios.com/advertising/mountain-dew-travels-back-to-1948/) **Published:** April 22, 2026 **Author:** David Gianatasio **Content:** You know what every Harry Truman-era hootenanny needs? More bass! PepsiCo’s Mountain Dew obliges in a spot timed to America’s 250th birthday celebration. In the commercial from Goodby Silverstein & Partners, a bunch of scruffy modern twenty-somethings journey back to 1948, the year Mountain Dew was launched in Tennessee. Much foot-stomping and branded beverage sampling ensues. Hm, the [Mountain Dude](https://www.mountaindew.com/news/mountain-calling-do-dew) fits right in. “‘Tasting Great Since ’48’ is our tribute to where we started—and to the fans who’ve carried the brand forward for nearly 80 years,” says Michael Smith, VP marketing. [Clay Weiner](https://mrclayweiner.com/) of Superfriends directed the :30, with more elements rolling out in coming months. The tie-in with our nation’s founding feels like a stretch. Even so, the U.S.A. can use all the caffeinated diversion it can get these days. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Goodby Silverstein & Partners, Mountain Dew **Sections:** Trending --- ### [Filmmaker Jonathan Klein on Morgan Freeman and the N.Y. Lottery](https://musebyclios.com/2-minutes-with/filmmaker-director-jonathan-klein-on-morgan-freeman-and-the-n-y-lottery/) **Published:** April 13, 2026 **Author:** Shahnaz Mahmud **Content:** [Jonathan ](https://www.stadiumcreativegroup.com/directors/jonathan-klein)is a director at Stadium. Beginning his filmmaking journey in his father’s darkroom, he wound through fashion and journalism before becoming a creative director at the NFL and learning fromSteve Sabol at NFL Films. He’s made campaigns for Nissan, ESPN, Amazon, Burger King, Pepsi, the NBA and more. Jonathan has also collaborated with such notable figures as Tom Brady, LeBron James, Kristen Bell, President Barack Obama and Chewbacca. We spent two minutes with Jonathan to learn more about his background, his creative inspirations and recent work he’s admired. # Jonathan, tell us … ### Where you grew up, and where you live now. Small town. Big city. ### A moment from high school or college that changed your life. I got a 100 on a midterm in microeconomics, and my professor suggested that I become an economist. Obviously, that did not stick. But it did send me to London. And as anyone who’s seen [Marty Supreme ](https://en.wikipedia.org/wiki/Marty_Supreme)knows, London opens up all kinds of possibilities. ### Your most important creative inspirations, and some recent stuff you love. Photography with a punctum. The sound design in [One Battle After Another](https://en.wikipedia.org/wiki/One_Battle_After_Another). Anything [Skarsgards](https://www.imdb.com/list/ls507289397/). ### One of your favorite creative projects you’ve ever worked on. [N.Y. Lottery – “Win 4 Life Nana.”](https://simian.me/fccsc) Shot by the lovely [William Rexer, ](https://www.imdb.com/name/nm0721012/)with his son as our AC. We filmed a whole campaign with that actress in a single day. In an unprecedented role reversal, the [Coen Brothers](https://en.wikipedia.org/wiki/Coen_brothers) followed my lead and soon after cast her in [Inside Llewyn Davis](https://en.wikipedia.org/wiki/Inside_Llewyn_Davis). ### A recent project you’re proud of. [Native – “Fully Covered”](https://simian.me/xhckb) ### Someone else’s work you admired lately. [Miles Jay’s](https://en.wikipedia.org/wiki/Miles_Jay) [“Secret Santa”](https://vimeo.com/1139390194) film for Facebook. ### Your main strength as a creative person. [Morgan Freeman ](https://en.wikipedia.org/wiki/Morgan_Freeman)once told me I was a “good boy” and patted my cheek affectionately as he said it. I guess that means I’m kind. Kindness is an important strength for every person to possess. If you’re going to be called a good boy, I’d recommend it coming from the smoothest-voiced, softest-handed Oscar winner you know. ### Your biggest weakness. Salt. ### A mentor who helped you navigate the industry.D Dave Morrison (even if he doesn’t know it) and [Jim Jenkins](https://opositivefilms.com/directors/jim-jenkins) (who I hope does). [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:ashley.falls@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Advertising, Film and TV **Tags:** Stadium **Sections:** Community Voices, Entertainment --- ### [Electrolux Leans Into Swedish Humor](https://musebyclios.com/advertising/electrolux-leans-into-swedish-humor/) **Published:** April 21, 2026 **Author:** David Gianatasio **Content:** As we learned in earlier [Electrolux commercials](https://musebyclios.com/advertising/electrolux-is-all-about-wash-life-balance/), Swedish humor isn’t of the pie-in-the-face, belly-laugh variety. It’s subtler, with a decidedly quirky vibe and dashes of absurdity baked in. Indeed, we don’t get any pies in Publicis London’s latest effort for the appliance brand. There’s a cake though. Not that anyone wanted it, anyway. Maybe those in-laws will lighten up when the grandkids arrive. But probably not. “We’ve tapped into relatable Swedish humor to show how Electrolux appliances support better living,” says agency CCO Noël Bunting. “There’s a real deftness that travels brilliantly. And we’ve leaned into that to create work that connects and moves people globally, while keeping the appliances at the heart of the story.” Torstein Bjørklund directed via Arts & Sciences. Note the sleek, art-house approach. Nothing gaudy or loud. Just muted hues and soft angles that enhance the silly scenarios. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Electrolux, Publicis London **Sections:** Trending --- ### [Can Social Storytelling Help Save the Amazon Forest?](https://musebyclios.com/musings/using-social-storytelling-to-protect-the-amazon-forest/) **Published:** April 22, 2026 **Author:** David Gianatasio **Content:** By 2070, the Amazon could be pushed to collapse, driven by climate shifts and unchecked consumerism. Change is necessary. The indigenous creator Maíra Gomez, known as [Cunhaporanga](http://instagram.com/cunhaporanga_oficial?utm_source=ig_web_button_share_sheet&igsh=ZDNlZDc0MzIxNw==), isn’t going to hope for the best. Instead, she is posting from 2070 on her Instagram account and sharing simple, actionable tips with her thousands of followers. She urges us to act now in order to avert this future. Her content series is narrated by an aged version of the creator and grounded in projections by [Instituto Oya](https://institutooya.com.br/oya-institute/). By connecting large-scale catastrophic consequences to everyday behaviors, the series empowers viewers to adopt simple but meaningful changes in their daily lives. The initiative positions individual responsibility and collective action as the ultimate tools to prevent this dark vision from becoming a reality. A powerful long-form video—”O Voto” (“The Vow”)—was released on her feed explaining the project. In it, Cunhaporanga shares a powerful message. She refuses to look back wishing she had done more. With a massive global platform, she is determined to use her creativity to inspire millions to take action. For her, a better future isn’t just a wish. It’s a vow. > [View this post on Instagram](https://www.instagram.com/reel/DWjQb2YicL0/?utm_source=ig_embed&utm_campaign=loading)[A post shared by Maira Gomez (@cunhaporanga\_oficial)](https://www.instagram.com/reel/DWjQb2YicL0/?utm_source=ig_embed&utm_campaign=loading) The film is quiet, human, gentle yet ruthless in its truth, unflinching in its call to act. Cunhaporanga tells us: “I will look our enemy in the face and ask for help. Would you help us?” And then it lands. The enemy is us. Her future, the Amazon’s future, hangs on what we do next. We are not bystanders. We are the cause, or we become the cure. Whatever happens next is on us. Landia shot the campaign in the Amazon and it was directed by [Olivia Lang](https://olivialang.cc/). The scenes were shot on a smartphone, understated, unforced. Not over-directed. Minimal props. Even the idea of the future avoids cliché and it’s never heavy-handed, almost the opposite. What we see are traces of it: Old, makeshift machinery that feels strangely futuristic, yet already obsolete by 2070. The kind of machinery the Amazon is left with. Cunhaporanga appears aged throughout, post-production by Mathematic. In contrast, the long form is carefully composed to hold a tension between delicacy and harsh reality. Lush, cinematic imagery is set against raw, blunt scenes of destruction, most of it shot on location. This tension builds and releases throughout, holding our attention from start to finish. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Creators, Environment, Musings **Tags:** landia **Sections:** Community Voices --- ### [In Denmark, the Importance of Helmets Goes Way Back—and More Euro Goodies](https://musebyclios.com/eurovisions/in-denmark-the-importance-of-helmets-goes-way-back/) **Published:** April 21, 2026 **Author:** Amy Corr **Content:** Here are some notable European commercials that broke in recent weeks, selected by Muse sibling [Ads of the World](https://www.adsoftheworld.com/). ### Magic: The Gathering, ‘Turtle Power’ ### Agency: Eyebolls Eyebolls created this launch film for card game Magic: The Gathering, with the Teenage Mutant Ninja Turtles on hand. Directed by Phil Hawkins with animation from Tony Cervone, the clip blends live-action, hand-drawn animation and VFX to unite the two properties. [Read More](https://www.adsoftheworld.com/campaigns/turtle-power) Play ### The Danish Road Safety Council, ‘Helmets Have Always Been a Good Idea’ ### Agencies: NoA | &Co. • new–land The Danes love their bikes. But unfortunately, helmets aren’t as popular. To promote helmet use, the national road safety council launched ads that pokes fun at those who are so vain they think the primary purpose of a helmet is decoration. The spot travels back in time to witness a group of soldiers who wish they had the same privilege as their helmet-wearing king. [Read More](https://www.adsoftheworld.com/campaigns/helmet-has-always-been-a-good-idea-1676) Play ### Polícia de Segurança Pública, ‘Stupid Ideas’ ### Agency: Coming Soon Lisboa Stupid Ideas, created for PSP and launched during the Easter holiday in Portugal, shows regular folks having a drink when suddenly a stupid idea is born, seemingly suggested by the alcohol. Using humor and a bit of silly nonsense, it offers an original twist on the classic “Don’t Drink and Drive” message. [Read More](https://www.adsoftheworld.com/campaigns/stupid-ideas) Play ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Eurovisions **Tags:** Danish Road Safety Council, Magic the gathering, Polícia de Segurança Pública **Sections:** Trending --- ### [Extrême Ice Cream Jams With Goofy Glam Rocker](https://musebyclios.com/music/extreme-ice-cream-excels-with-goofy-glam-rock/) **Published:** April 21, 2026 **Author:** David Gianatasio **Content:** When a glam rocker in shades pops out of TV screens and off bulletin boards to offer you ice cream, you know it’s gonna be a big day. Extrême gets silly and songful via the Clutch agency in spots directed by [Sidney Van Wichelen and Jack Charlot](https://en.wikipedia.org/wiki/Mika_(singer)) (aka WAAAW) through Hamlet. “This type of connivance, between a track and a product category, responds to a current challenge of TV campaigns: that of quickly installing a simple and memorable idea, to create an attention reflex, a memory, an emotion,” says brand marketing lead Laura Fantoni. “Beyond the pop-cultural dimension, music is an advertising lever whose marketing impact is recognized.” Mike created a tune—called “Ice Cream,” natch—with phat bass-lines and chill dance-floor vibes. He digs ice cream, man. Now, when visuals try this hard to please, they sometimes fall short. Here, though, form and function fuse through savvy editing, great sound and a central performance that brings the audience in on the joke. “The goal was clear: to create a character that’s instantly readable and instinctive without feeling too familiar, but grounding it in reality and fixing its shape and true presence,” says Van Wichelen. Creating such a presence “is not easy,” adds Charlot. “We needed to make it tangible, expressive and genuinely funny at the same time.” Tapping into his dance background, [Harrison Claxton](https://www.instagram.com/harrisonclaxton/) plays Mr. Extrême with nerdy bravado. He’s chill, but not really. A pitch-perfect (strawberry and vanilla) cone-head. The work launches this week on TV, outdoor and social, mainly in France. There’s a TikTok challenge, too, giving fans a chance to win tickets to see Mika perform in L.A. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Ad of the Week, Music **Tags:** clutch, Extrême **Sections:** Entertainment, Trending --- ### [Heinz Will Turn the 57th Pick at the NFL Draft Into 'Mr. 57'](https://musebyclios.com/sports/heinz-is-turning-the-57th-pick-at-the-nfl-draft-into-mr-57/) **Published:** April 21, 2026 **Author:** Amy Corr **Content:** The NFL Draft starts on Thursday in Pittsburgh, which is also the birthplace of Heinz. Thanks to the brand, there’s an incentive waiting for one player who won’t get selected right away. The 57th pick gets a custom red “Mr. 57” jacket—with pockets for Heinz—plus a lifetime supply of product and the chance to partner with the brand. Helping to welcome “Mr. 57” to the club is NFLer Devin Hester, a former 57th draft pick. When the 57th pick is on the clock, fans can unlock $25 off an Uber Eats order from select restaurants across the country. “With the draft in our hometown this year, we knew it was the right moment to go bigger than ever,” says Jamie Mack, associate director of brand communications for Heinz U.S. “All week long, we’re painting the city red and showing up for fans in fresh, unforgettable ways—celebrating ‘57,’ the number that has defined our brand for more than a century.” ![](https://cdn.musebyclios.com/wp-content/uploads/2026/04/21104246/Heinz2-1024x576.jpg)A campaign from Wieden+Kennedy New York includes more than 150 billboards throughout the city. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/04/21104250/Heinz4-1024x576.jpg)There’s also a Taste of Pittsburgh at Draft Experience, where can check out Heinz condiments, photo opps and exclusive merch. “As we kicked off HEINZ’s partnership with the NFL, we wanted to do something that could live on beyond a single moment,” say Randy Diaz and Borja Eizmendi, creatives at W+K. “‘Mr. 57’ is about turning a number that’s always belonged to Heinz into a new draft tradition, one that can continue for years to come, and something that only this brand could bring to the game.” ![](https://cdn.musebyclios.com/wp-content/uploads/2026/04/21104243/Heinz1-1024x576.jpg) ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Sports **Tags:** Heinz, NFL, Wieden+Kennedy New York, Zeno Group **Sections:** Entertainment, Trending --- ### [JKR's Campaign for the Clios Helps Explain Your Ad Job to Friends and Family](https://musebyclios.com/clio-awards/jkrs-campaign-for-the-clios-helps-explain-your-ad-job-to-friends-and-family/) **Published:** April 20, 2026 **Author:** Amy Corr **Content:** JKR created a campaign for the Clio Awards that helps creatives explain to their friends, family and industry outsiders exactly what they do for a living. “Creatives have always struggled to articulate what they do, and this campaign leans into that truth,” says said Candice Pierson, marketing director at the Clios. “It shows how winning a Clio can make that value instantly clear.” ![Grid of black-and-white posters featuring bold quotes about dating and secrecy; alternating black and white panels create a punchy collage look.](https://cdn.musebyclios.com/wp-content/uploads/2026/04/20110903/Clio1-1024x572.jpg)The campaign uses the line “They’ll never get it. Until you get it,” alongside humorous phrases like “No, we’re not dating. They’re my creative partner” and “No. Working for the agency doesn’t mean the CIA.” “We’ve all been there, getting blank stares from relatives or friends as we try to explain what we do for the hundredth time,” said Stuart Radford, ECD at JKR. “They’ll never get it. Until you get it playfully leans into that tension, positioning the fame of the Clio Awards as the solution, an insight that feels distinctly Clio.” ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Clio Awards **Tags:** JKR **Sections:** Trending --- ### [Why Your Brand Should Be Creating for the 50+ Crowd](https://musebyclios.com/musings/why-your-brand-should-be-creating-for-50-customers/) **Published:** April 21, 2026 **Author:** David Gianatasio **Content:** The 50+ customer has time and money—and they’re willing to spend both. According to Internationalist Intelligence, 92 percent of marketers describe consumers 50+ as financially stable. The broader market data reinforces this reality: Adults over 50 account for roughly half of all consumer spending in the U.S., according to AARP Media Advertising Network (AMAN), making them one of the most economically powerful cohorts in the marketplace. Yet only 17 percent of companies have a dedicated 50+ strategy, according to Internationalist Intelligence. Brands that build a strategy to reach the 50+ customer can unlock the boldest growth opportunities. Here’s what to know: **They’re not yesterday’s 50+** Today’s 50+ audience is Gen X and active Boomers, the first cohort to enter this life stage with deep digital exposure, cultural fluency, and very different expectations about brands. Yet perception hasn’t caught up with reality. Seven out of ten 50+ consumers are more active than their parents were at the same age, and around 85 percent don’t feel constrained by societal expectations of their age, per to an AMAN Q2 2024 study. Brand marketers need to pay attention to the lifestyles 50+ adults are actually living, and reflect the diversity of those experiences. Represent them as who they actually are: Physically active, tech-savvy, culturally plugged in, and—perhaps most importantly—working, many of them well into their 70s and 80s. **Persuade, persuade, persuade: They’re open to it** AMAN found in its Q2 2025 survey that the top three spending categories among 50+ were travel, financial services and home improvement. In addition, Mark Zandi, the chief economist at Moody’s Analytics, points out that older Americans’ increasing share of the population and increasing economic might are not only driving job growth in healthcare but in travel and financial services as well. And they do their homework: Another AMAN study found 89 percent of the 50+ group does online research before buying, and 84 percent also research in-store. This means they are active in seeking out new possibilities when it comes to choosing brands and are open to switching. Treat each opportunity as a chance to persuade customers to try something new, as long as the product is marketed by a trusted brand that delivers value. **Build a real strategy, rather than just settling for awareness** Given everything we know about the spending power and influence of the 50+ consumer, it’s clear every brand needs to have a strategy for reaching them. A real 50+ strategy means: - Intentional segmentation that doesn’t fold them into “general market” - Relevant creative that explains why your product is right for them - Design that reflects how they actually live today - Positioning the product as something that can deliver long-term customer value **They’re willing to spend their money on the whole family** Internationalist Intelligence research shows 67 percent of 50+ customers say they are active multigenerational spenders. When you reach a 50+ consumer, you’re reaching more than just that person. Very often, they are the family CFOs, influencing the decisions of adult children, grandchildren and aging parents. Any product can be relevant to the 50+ audience, if positioned in the right context. That should frame how you build creative and where you buy media. It should also open up more possibilities for the types of products and services you’re selling. **The bottom line** Today’s 50+ consumer is leading a lifestyle quite different from their counterparts decades ago. They are active consumers who research and reward brands that provide value and that speak to them in a way that recognizes them. Given the spending power of this group, you can’t afford not to earn their trust. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings **Tags:** AARP **Sections:** Community Voices, Entertainment --- ### [Creator Corner: At Coachella, Issey Moloney, Tyler Wells and Pablo Tamayo Make Content That Connects](https://musebyclios.com/music/creator-corner-at-coachella-issey-moloney-tyler-wells-and-pablo-tamayo-make-content-that-connects/) **Published:** April 20, 2026 **Author:** Christine Champagne **Content:** During the first weekend of Coachella, we heard a ton of griping about social-media creators taking over what’s supposed to be a music festival. People felt there were too many influencers selling, selling, selling all the time. And beyond the commercialization of the event, fans complained about creator content they deemed [tone deaf](https://adage.com/influencers-creators/aa-coachella-trips-canceled-what-it-signals/) during these difficult times—socially, politically and financially. Alas, I had to agree. Which is why I was thrilled to see the refreshingly everyday friends who dubbed themselves [Regular Ass Bitches](https://musebyclios.com/creators/creator-corner-coachella-edition-sabrina-carpenter-joe-jonas-marco-zamora/ "Regular Ass Bitches") earning such an enthusiastic response on social media. With many creators heading for the exits after Coachella’s brand-heavy first weekend, the vibes on social turned positive and chill. Folks appreciated that creators who were active during the festival’s final weekend were more into the music, food, culture and community. After all, that’s what Coachella’s all about. Some highlights: ### Issey Moloney: All About the Music Issey Moloney is that friend that you want to go to Coachella with because you know you’re going to get near the stage and have the best time. Issey joyously danced her way through Justin Bieber’s performance, and she sang her face off when Madonna joined Sabrina Carpenter onstage. Despite having more than 7 million followers on TikTok, Issey showed up at Coachella with no place to stay and slept in her car. She’s someone who really wanted to see her favorite artists and wasn’t there just to cash in. > [@isseypovs](https://www.tiktok.com/@isseypovs?refer=embed "@isseypovs")I can’t believe this is real > > [♬ original sound – Issey Moloney](https://www.tiktok.com/music/original-sound-7629977771016801046?refer=embed "♬ original sound - Issey Moloney") ### Bites With Lily Eats Her Way Through the Festival Food creator Bites With Lily, with a following of more than 3 million, tried much of what there was to eat at Coachella, including a generous Lao barbecue platter of sausage, steak and chicken. Plus a mouthwatering portion of mango with sticky rice and a $14 slice of pepperoni pizza. I was pleasantly surprised to learn there is such variety, though the prices are insane. > [@biteswithlily](https://www.tiktok.com/@biteswithlily?refer=embed "@biteswithlily")Everything I ate at Coachella 🍕🍗 + prices!! [\#coachella](https://www.tiktok.com/tag/coachella?refer=embed "coachella") [\#coachella2026](https://www.tiktok.com/tag/coachella2026?refer=embed "coachella2026") [\#festival](https://www.tiktok.com/tag/festival?refer=embed "festival") [\#food](https://www.tiktok.com/tag/food?refer=embed "food") [\#foodreview](https://www.tiktok.com/tag/foodreview?refer=embed "foodreview") > > [♬ Mario like action game 2 – Jun Takahashi](https://www.tiktok.com/music/Mario-like-action-game-2-6817499809478346754?refer=embed "♬ Mario like action game 2 - Jun Takahashi") ### Tyler Wells Connects at Coachella Pop culture commentator and creator Tyler Wells is a regular at Coachella. A super fan of the music festival, he always attends both weekends. And for Tyler, weekend two was all about being with friends and making new ones. He joined up with other creator pals, including Pablo Tamayo, to car camp. And when he heard from a fan’s husband that she was too shy to approach him, Tyler dropped by her car campsite to say hello. It’s lovely to see a creator who isn’t always talking at and selling to his audience but also enjoys meeting people and talking to them. > [@ttylerwells](https://www.tiktok.com/@ttylerwells?refer=embed "@ttylerwells")i love meeting friends 🥹 [\#coachella](https://www.tiktok.com/tag/coachella?refer=embed "coachella") [\#coachella2026](https://www.tiktok.com/tag/coachella2026?refer=embed "coachella2026") [\#carcamping](https://www.tiktok.com/tag/carcamping?refer=embed "carcamping") [\#weekend2](https://www.tiktok.com/tag/weekend2?refer=embed "weekend2") > > [♬ original sound – tyler wells](https://www.tiktok.com/music/original-sound-7629564126271933198?refer=embed "♬ original sound - tyler wells") ### Pablo Tamayo Peels Back the Curtain Tyler’s friend Pablo Tamayo, another well-known creator, took us behind-the-scenes of the festival, which was great for those of us who have never been to Coachella. The curious among us got to tag along as Pablo sampled some of the festival food and showed us what it was like to shop for ice at the general store. He even brought us along while he cleaned up in one of the mobile shower trailers. While he had to wait in line, and the water was cold, he rated the experience a 7 out of 10 before heading off to enjoy “sunset on the hill,” a cherished activity among car campers. > [@thisisntpablo](https://www.tiktok.com/@thisisntpablo?refer=embed "@thisisntpablo")Taking a shower at Coachella car camping for first time😭 not too bad but the line took forever > > [♬ original sound – Pablo Tamayo](https://www.tiktok.com/music/original-sound-7629541658345949982?refer=embed "♬ original sound - Pablo Tamayo") ### Thorn Brothers Spoof the Fits Okay, technically creator brothers Tucker and Kyle Thorn weren’t at Coachella. But they made a series of Coachella GRWM videos and a parody of weekend two fashion in which they make creative use of a garbage bag, an Eggo waffles box, a yellow construction vest and other items. The best thing about these two is they clearly have so much fun making their content. > [@tuckerthorn](https://www.tiktok.com/@tuckerthorn?refer=embed "@tuckerthorn")POV: You’re Helping Us Pick Our Coachella Fits 😂 [\#pov](https://www.tiktok.com/tag/pov?refer=embed "pov") [\#influencers](https://www.tiktok.com/tag/influencers?refer=embed "influencers") [\#coachella](https://www.tiktok.com/tag/coachella?refer=embed "coachella") > > [♬ Spring of peace – Heitor Tremblay](https://www.tiktok.com/music/Spring-of-peace-7436804898245756929?refer=embed "♬ Spring of peace - Heitor Tremblay") ### Kayli Sandoval Breaks Down the Numbers Coachella can be affordable if you plan accordingly. This according to Kayli Sandoval, who breaks down the cost of her recent trip and explains how planning ahead can save you lots of money. Kayli’s TikTok also includes a post from March that shows her thrifting for Coachella fits. Evidence this is the relatable Coachella content people are looking for—her cost breakdown post has gotten more than half a million likes, while the video she posted back in March on thrifting for Coachella is up to nearly one million. > [@kaylisand](https://www.tiktok.com/@kaylisand?refer=embed "@kaylisand") breaking down REALISTIC costs of coachella (and the cheapest way to go!!!) 💸🌟🪭💓🫧🪩 TIMESTAMPS in COMMENTS [\#COACHELLA](https://www.tiktok.com/tag/coachella?refer=embed "coachella") [\#festivalseason](https://www.tiktok.com/tag/festivalseason?refer=embed "festivalseason") [\#youngho](https://www.tiktok.com/tag/youngho?refer=embed "youngho") [\#budget](https://www.tiktok.com/tag/budget?refer=embed "budget") [♬ original sound – kayli sandoval](https://www.tiktok.com/music/original-sound-7629794260748978957?refer=embed "♬ original sound - kayli sandoval") ![author avatar](https://secure.gravatar.com/avatar/bca57dd4723116a5018776272ebed389875689a3404acf351677240c4d746cec?s=300&d=mm&r=g) Christine Champagne [See Full Bio](https://musebyclios.com/author/christine-champagne/) [ ](https://musebyclios.com/author/christine-champagne/) **Categories:** Creators, Music **Tags:** coachella **Sections:** Entertainment, Trending --- ### [Duracell, Messi Power Up for FIFA World Cup](https://musebyclios.com/sports/duracell-messi-power-up-for-fifa-world-cup/) **Published:** April 20, 2026 **Author:** Shahnaz Mahmud **Content:** Duracell confirms what we all suspected: [Lionel Messi](https://en.wikipedia.org/wiki/Lionel_Messi) is beyond human. In a new spot, the battery maker demonstrates that “true greatness isn’t just born—it’s also engineered.” Play [Duracell](https://en.wikipedia.org/wiki/Duracell) has partnered with the soccer GOAT in the lead up to the [2026 FIFA World Cup](https://en.wikipedia.org/wiki/2026_FIFA_World_Cup), taking place across North America and Mexico this summer. The collab centers on a 30-second spot, “Messi Reboot.” On the pitch, he powers down and freezes. A Duracell scientist runs onto the field and inserts some Duracell batteries. Lo and behold, Messi is energized full tilt. The brand worked with VaynerMedia as the lead creative agency. “As the world’s eyes fixate on the pitch for this summer’s most anticipated soccer tournament, we saw the perfect opportunity to prove that Duracell is the GOAT of batteries,” says the brand’s VP of marketing, Todd Midura. “While we have a history of powering fans’ devices, this campaign allows us to connect with the global soccer community during a massive cultural moment happening right in our backyard.” Adds Messi: “Throughout my career, I’ve learned that being the best isn’t just about how you start; it’s about having the right power to stay strong. Duracell understands that to perform at the highest level, you can’t settle for good enough, you have to be disciplined, and obsessive about your efforts.” The “Messi Reboot” ad will appear across linear TV, social media and digital/streaming services throughout the summer. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/04/20101404/DuracellxMessi_Leg.jpeg)As a part of the campaign, soccer fans can bring the duo into their own homes with limited-edition battery packs, available on retail shelves this summer. The packs will feature Messi and his iconic tattoos on the battery cells. Duracell is also launching a [sweepstakes ](http://SoccerSweeps.Duracell.com)kicking off May 1 and running through Aug. 30. Prizes include merch signed by Messi, alongside other premium soccer gear. ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** Advertising, Sports **Tags:** Duracell, Lionel Messi, World Cup **Sections:** Entertainment, Trending --- ### [Online Bank Blasts the Past With Deadpan Humor](https://musebyclios.com/advertising/online-bank-blasts-the-past-with-deadpan-humor/) **Published:** April 17, 2026 **Author:** David Gianatasio **Content:** No 24/7 customer service? It’s like 1997 all over again! A couple faces this grim reality at the laundromat as part of a nostalgic, delightfully deadpan push from online bank Monzo: BBH Dublin helped develop the campaign. Understated direction from Chaser’s Daniel Liakh—with subtle framing, limited movement and lots of quiet space—makes the brand’s point without shouting or making a fuss. Next, we visit 1982, where a pair of travelers feel lost in translation: Here, a slow-loading ’90s website causes consternation: Never fear. Big changes in banking are on the way … if you can wait 40 years: “By placing Monzo’s features into those familiar moments of waiting, Irish customers can see not only a different way to bank, but a very different relationship with banking. One that’s of the here and now, for the actual lives people lead,” says BBH CEO Karen Martin. We’ll close with a photo-booth. Because taking pictures—on film!—is the perfect 2005 way to preserve you memories: ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** BBH, Monzo **Sections:** Trending --- ### [Nicole van Zanten of ICUC on Mattress Firm, Chili's and Macy's](https://musebyclios.com/2-minutes-with/nicole-van-zanten-of-icuc-on-mattress-firm-chilis-and-macys/) **Published:** April 17, 2026 **Author:** Shahnaz Mahmud **Content:** [Nicole](https://www.linkedin.com/in/nicolevanzanten/) is co-president and chief growth officer at ICUC. We spent two minutes with Nicole to learn more about her background, her creative inspirations and recent work she’s admired. # Nicole, tell us … ### Where you grew up, and where you live now. I grew up in Vancouver and I still live here. I’ve been lucky to travel and live globally, and I’m back home. ### How you first realized you were creative. I was the kid who was constantly rearranging the furniture. I loved writing assignments in school and I loved presentations in university. I don’t consider myself creative in the traditional sense. I’m more of a storyteller. And I love creating threads through pitches, data and insights. ### A moment from high school or college that changed your life. While at university, I joined a co-op program, which placed me in a work program. I continued to enroll in different work programs after that because I enjoyed gaining real-world experience while attending lectures and classes. After receiving an offer to convert one of my work placements into a full-time role, I faced a choice: to fully commit to my emerging career or complete my studies. I found a way to do both. I worked during the day and took classes at night. This experience taught me the importance of time management. I still carry the lessons and experiences from that time with me today. ### Your most important creative inspirations, and some recent stuff you love. Running outside on trails, spending time with my dog and being in nature help me to think more clearly. I’ve solved more work problems on mountains and during long walks, rather than at my desk. I love intentionally unplugging. Airplane mode is where many ideas click. [Mel Robbins ](https://www.melrobbins.com/)has recently inspired me, particularly through her [podcast](https://podcasts.apple.com/us/podcast/the-mel-robbins-podcast/id1646101002) and her work on time management and decision-making. It’s a wonderful reminder that creativity doesn’t always come from doing more but from creating space to think differently. ### One of your favorite creative projects you’ve ever worked on. Our April Fool’s campaign with [Mattress Firm](https://en.wikipedia.org/wiki/Mattress_Firm) and [Chili’s](https://www.chilis.com/). The centerpiece was [an Instagram post](https://www.instagram.com/p/CbzzBDju2Q3/?hl=en) revealing a fictional “Margarita Mattress,” complete with Chili’s-branded bedding and limes, framed as a playful solution to “junk sleep.” The idea stemmed from a real Twitter exchange between the brands. Our team at [ICUC ](https://www.icuc.social/)managed live, day-of engagement across platforms to keep the joke going in real time. ### A recent project you’re proud of. Our work with [Macy’s](https://en.wikipedia.org/wiki/Macy's). We found out via TikTok that a customer, Doll, and her mama, Jill, had challenges in the plus-size section at Macy’s. They needed a beautiful dress for Doll’s wedding. Our team saw the video on TikTok and went into action. We [invited](https://www.facebook.com/watch/?v=1423802965296865) Doll and her mom to the flagship Macy’s store in New York, where our client offered a wide range of dresses and helped them choose the right one. I love these strategies and projects where our teams make meaningful change and build connections on social. ### Someone else’s work you admired lately. [Oatly’s](https://en.wikipedia.org/wiki/Oatly) marketing team has been crushing it. They’ve grown from being just another alternative milk company to a true partner and community-focused brand. I’m obsessed with their [​​”Hey Barista!” series](https://www.oatly.com/en-us/things-we-do/stories/hey-barista). Lots of people go to a particular coffee shop just to say “hi” to the people who work there. This campaign taps into this daily ritual. It serves to humanize the brand and demonstrates that it values the real-life friendships its product helps facilitate. ### Your main strength as a creative person. Balancing a client’s business goals with a compelling social program. I understand the importance of social initiatives in delivering tangible impact. I can connect business goals to specific tactical programs and campaigns. ### Your biggest weakness. I say yes to everything, from new projects to races to incredible pitches that I have an opportunity to work on. ### A mentor who helped you navigate the industry. [Todd Talbot](https://toddtalbot.ca/) has been my go-to resource for all things related to career and client challenges. ### What you’d be doing if you weren’t in advertising. I would be a teacher. I love helping others learn a new skill and enjoy watching them progress, especially kids. It’s really rewarding to see that kind of impact. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:amy.corr@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Advertising **Tags:** ICUC **Sections:** Community Voices --- ### [Harlem Globetrotters Dunk for McD's Down Under](https://musebyclios.com/worldviews/harlem-globetrotters-dunk-for-mcds-down-under/) **Published:** April 20, 2026 **Author:** David Gianatasio **Content:** Here are some notable campaigns that broke far and wide in recent weeks, curated by Muse sibling [Ads of the World](http://adsoftheworld.com). ### McDonald’s Australia, ‘Dunked’ Agency: Wieden+Kennedy Sydney Promoting its “Dunked Korean Sticky BBQ” menu, the campaign enlists the Harlem Globetrotters to turn dunking into a spectacle, built on the fan truth that there’s no such thing as too much sauce. The film follows the players in a playful “day in the life” as Macca’s employees, blending trick-shot hoops with kitchen antics. Shot in a handheld style, the clip builds to a final dunk atop the Golden Arches. [Read More](https://www.adsoftheworld.com/campaigns/dunked) Play ### Sunsilk, ‘Silktopia’ Agency: The Friday Sunsilk Vietnam reimagines its theme line “Smooth as Sunsilk” by transforming it into “Silktopia,” a playful world where “smooth” becomes a way of life. Here, smooth is not just about hair. It is everywhere. From everyday moments to the most unexpected situations. Everything moves with effortless ease, from playing badminton to making payments. The result is a Gen Z-friendly take, designed to spark widespread sharing and conversation across social. [Read More](https://www.adsoftheworld.com/campaigns/smooth-as-sunsilk-silktopia) Play ### KFC, ‘Eat The Rules’ Agency: Ogilvy South Africa The frenetic film invites viewers to catch a glimpse of what a taste of indulgence looks like. Take a journey through a Kentucky Town. It’s a nonstop party, where we see the youth “Eating the Rules.” [Read More](https://www.adsoftheworld.com/campaigns/kentucky-town-eat-the-rules) Play ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Worldviews **Tags:** KFC, McDoanld's, sunsilk **Sections:** Entertainment, Trending --- ### [Liquid Death Made an Iced Tea That Tastes Like Strawberry Pop-Tarts](https://musebyclios.com/advertising/liquid-death-made-an-iced-tea-that-tastes-like-strawberry-pop-tarts/) **Published:** April 16, 2026 **Author:** David Gianatasio **Content:** Drinking Pop-Tarts, dropping classic movie references and discovering dead bodies. It’s all in a day’s work for Liquid Death, which just partnered with the beloved toaster pastry brand for Pop-Tarts Carnage Iced Tea. “It’s not something you would immediately think of, but the yeastiness of the pastry flavor plus the frosting and strawberry flavors pair nicely with the flavors in black tea,” LD VP of creative Andy Pearson tells Muse. “On top of that, they’ve been making some really [fun creative work](https://musebyclios.com/tag/pop-tarts/) over the last few years, so it seemed like a smart pairing all around. The [eating of the mascot](https://www.youtube.com/watch?v=6fBEJm6_XMQ) at their bowl game was all-time for me.” That frosted dude cameos in the promo below, along with a corpse, for a twisted [Stand by Me](https://www.imdb.com/title/tt0092005/) homage. If the clip can be believed, after you chug the stuff, you’ll lose control and roam the streets like a brand-boosting freak. Sure beats the hell out of [Lipton](https://musebyclios.com/film-tv/ice-t-intros-the-buttmoji-for-lipton/). “We worked in a number of homages to stuff we love,” Pearson recalls. Along with Stand by Me, “There’s sort of a Pied Piper-infection angle that we played with. We referenced things like [The Smile](https://en.wikipedia.org/wiki/Smile_(film_series)) and an obscure [Andrew WK music video](https://www.youtube.com/watch?v=xemLz_fR1Ac).” “Turns out our little pond where the kids find the dead body is a very classic location for tons of other dead bodies to be found in crime shows.” “And we also toasted and ate the Pop-Tarts mascot after the shoot we over. It was delicious.” (He’s such a kidder!) Pop-Tarts Carnage will sell for $16.99 for a limited time on Amazon and grocery stores. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Liquid Death, Pop-Tarts **Sections:** Trending --- ### ['Hockey Gods' Visit Boston Pizza for NHL Playoffs](https://musebyclios.com/sports/the-hockey-gods-visit-boston-pizza-for-nhl-playoffs/) **Published:** April 17, 2026 **Author:** David Gianatasio **Content:** Canadian eatery and sports bar Boston Pizza cast “Hockey Gods” in its NHL Playoff campaign. We’re not talking about Wayne Gretzky or any other GOATS. Instead, we get a goofy trio clad in flowing robes and goalie helmets with beastly gold horns. Of course, it’s a riff on the legendary beings that sit on high and decree the outcome of games. In the clip below, they lounge with mortals at BP, insisting animal sacrifices aren’t necessary to break Canada’s lengthy Stanley cup drought. (The lamb looks relieved.) “We tried to pull inspiration from Christian, Greek and Norse mythology. Then we turned to the internet and places like Reddit to see how fans may have spoken of the Hockey Gods in the past,” says Chris Obergfell, CD at Mekanism, which summoned the immortals to plug a pizza joint. “We used AI to help try out a few different looks until we found the ones that worked. This became our brief for casting and wardrobe. “We also wanted to make sure they didn’t just look like people wearing Halloween costumes,” he says. “So, we invested a lot of our efforts and budget into how we brought them to life, bringing a Hollywood level make-up artist onto the team to create their beards for added authenticity.” ![](https://cdn.musebyclios.com/wp-content/uploads/2026/04/17132617/hock-3.jpg)“We knew we wanted big, athletic hockey-type talent. So, we turned to gyms and arenas looking for unique characters that could fit the bill. The actor that played Görd the God of the Goal Crease is actually 6 ft. 7 inches tall and almost 7 ft. with skates,” Obergfell says. “The actors brought so much on the day. That Godly laugh they did was all them. They just started laughing together on the first shot of the day and we loved it so much we got them to keep doing it.” Steam’s [Matt Atkinson](https://www.mattatkinsondirector.com/) directed the spot with a suitable sense of the absurd. Breaking this week, the campaign includes OOH (we’re promised a “Sistine Chapel-inspired mural in Edmonton”), influencer outreach and store takeovers. Mekanism also created publicity kits with “holy rink water,” prayer cards and Hockey God bobbleheads—”to give to fans who watch the games at BP,” he says. These gods will even show up in the flesh during key games. Lord knows, the Canadian teams will need all the help they can get. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Sports **Tags:** Boston Pizza, Mekanism **Sections:** Entertainment, Trending --- ### [Single's Tommy Stalknecht Talks Travis Scott and Underoath](https://musebyclios.com/2-minutes-with/singles-tommy-stalknecht-talks-travis-scott-and-underoath/) **Published:** April 18, 2026 **Author:** Shahnaz Mahmud **Content:** [Tommy](https://www.linkedin.com/in/tstalknecht/) is a music industry veteran focused on helping artists own their audience, data and dollars—both digitally and physically. As founder and CEO of Single, Tommy has helped drive over 25 million album sales worldwide and contributed to more than 60 No.1 records. His work has powered fan engagement for artists including Harry Styles, Travis Scott, Tate McRae, The Weeknd, Bruno Mars and Chappell Roan. We spent two minutes with Tommy to learn more about his background, his creative inspirations and recent work he’s admired. # Tommy, tell us … ### Where you grew up, and where you live now. I grew up in Alexandria, Va.—in Mount Vernon. My neighborhood was close to the historic forest around the George Washington [estate](https://www.mountvernon.org/plan-your-visit/things-to-do?gad_campaignid=201387551&gad_source=1&gbraid=0AAAAADye4kEi04b8fr8apzUkz_afXzgFp&gclid=EAIaIQobChMI8sT3yrbykwMVdTYIBR20mQWPEAAYASAAEgJdfPD_BwE&utm_attribute=google_grant_revenue), so my childhood days were spent in those woods and sneaking onto the property. I moved to Murfreesboro, Tenn., in 2006 to attend [MTSU’s](https://en.wikipedia.org/wiki/Middle_Tennessee_State_University) music business program, and to Nashville in the summer of 2010. ### Your earliest musical memory. Listening to [Third Eye Blind’s](https://en.wikipedia.org/wiki/Third_Eye_Blind) [first record ](https://en.wikipedia.org/wiki/Third_Eye_Blind_(album))on a cassette I stole from my older sister while flying over the mountains in Alaska during a trip with my dad. The other tape I remember from that trip was the [Batman Forever ](https://en.wikipedia.org/wiki/Batman_Forever_(soundtrack))soundtrack[—”Kiss from a Rose”](https://en.wikipedia.org/wiki/Kiss_from_a_Rose) was my jam. ### Your favorite bands/musicians today. I float around a lot of eras like crooner tunes one day to ’60s, ’70s, ’80s hits another and [yacht rock](https://en.wikipedia.org/wiki/Yacht_rock) (especially if I’m on a boat), plus finding new artists. Some current music: [The Marias](https://en.wikipedia.org/wiki/The_Mar%C3%ADas), [Cautious Clay](https://en.wikipedia.org/wiki/Cautious_Clay), [Sam Fender](https://en.wikipedia.org/wiki/Sam_Fender) and [Solomon Fox](https://ybca.org/artist/solomon-fox/). ### One of your favorite projects you’ve ever worked on. The [Underoath Observatory Series](https://www.forbes.com/sites/bryanrolli/2020/07/17/underoath-observatory-livestream-series-interview/). It wasn’t just a stream; it was this immersive, multi-night story. Underoath took a simple concept and turned it into a high-production, meticulously designed event. It showcased that DIY spirit—being super creative and connecting directly with the audience. Another huge project, and a successful challenge, was the [Travis Scott concert in Rome](https://www.billboard.com/music/rb-hip-hop/travis-scott-utopia-circus-maximus-concert-1235383141/). Our team had three days to secure the infrastructure and handle massive global demand. ### A recent project you’re proud of. We’ve been working on ways to help artists identify fans who are attending their concerts and figure out what they are buying at the merch table. It’s a surprising black hole of data given that it makes up such a large portion of an artist’s income. One way we’ve done this is by partnering with [atVenu](https://www.atvenu.com/) to offer fans [special promotions ](https://single.xyz/pages/atvenu-single-promotions)at checkout like discounts, gift with purchases, etc. This way, you are rewarding fans with a better experience while also getting context on who’s supporting you. Our early tests with artists like [Brandon Lake](https://en.wikipedia.org/wiki/Brandon_Lake), [Good Kid](https://en.wikipedia.org/wiki/Good_Kid) and [Flatland Cavalry](https://en.wikipedia.org/wiki/Flatland_Cavalry) have shown increases in per-head revenue and mailing list growth. ### One thing about how the music world is evolving that you’re excited about. I have been promoting a direct-to-fan approach to building a music career since day one in the industry. I’m encouraged by the increased focus D2C is getting—from indies to majors. ### Someone else’s work, in music or beyond, that you admired lately. My biggest non-work inspiration has been the late [Anthony Bourdain](https://en.wikipedia.org/wiki/Anthony_Bourdain). I was a huge fan of his shows and writing. What hooked me wasn’t just the amazing places and food, but his genuine humanity. The guy had this endless, real curiosity and treated everyone, whether a street vendor or a fancy chef, with serious respect. His stories were never just about the dish. They were about the life, culture and history behind the food. He was all about getting an authentic understanding without being a snob. Bourdain showed me that travel is about empathy and learning, and that you can find profound truths by sharing a simple meal. ### A book, movie, TV show or podcast you recently found inspiring. [Project Hail Mary audiobook](https://www.audible.com/pd/Project-Hail-Mary-Audiobook/B08G9PRS1K?srsltid=AfmBOoo8mTnYgAAxSg6kA3Q2Rx83ZSGbLroDk9pXYklqQg-xIy4DTgVS) by [Andy Weir.](https://en.wikipedia.org/wiki/Andy_Weir#:~:text=Andy%20Weir%20(/w%C9%AA%C9%99r/%20%E2%93%98;%20born) The way he nails the scientific details is incredible. It feels totally real but doesn’t get bogged down or confusing. Plus, the book’s genuinely funny. Which makes the internal thoughts and conversations super entertaining. ### An artist you admire outside the world of music. I’m really into [Jeff Soto’s](https://jeffsoto.com/) paintings. It’s this awesome mix of nature, graffiti and fantasy. ### Your favorite fictional character. I’ve been a huge fan of [Indiana Jones](https://en.wikipedia.org/wiki/Indiana_Jones) since I was a little kid. What’s not to like? He was a treasure hunting archaeologist who got to punch Nazis. ### Someone worth following on social media. [Scott Galloway](https://www.instagram.com/profgalloway/?hl=en). I disagree with him on a few things. But overall his message of working hard, being a good human (and father) and taking financial responsibility resonates with me. ### Your main strength as a marketer/creative. I have a good sense of how puzzle pieces fit and how things build on each other. Our goal at [Single](https://single.xyz/) is to build the most powerful Swiss Army knife for artists to run their business with fans as directly as possible and keep more of their earnings. To do this, we need to think through as many different scenarios and combinations as possible to give artists the freedom to get creative. ### Your biggest weakness. Stubbornness, it runs in the family. ### What you’d be doing if you weren’t in the music business. I have always been fascinated with set design (theatrical and amusement parks). Being able to construct a real-world environment that makes you feel like you are in an entirely different place that couldn’t or doesn’t exist fascinates me. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:michael.kauffman@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Advertising, Music **Tags:** Single **Sections:** Community Voices, Entertainment --- ### [Clash Royale's 'Hero Balloon' Tops Our 5 Ads of the Week](https://musebyclios.com/advertising/clash-royales-hero-balloon-tops-our-5-ads-of-the-week/) **Published:** April 16, 2026 **Author:** David Gianatasio **Content:** ### Bestie: Clash Royale Used 10K+ Balloons to Create This Amazing Film When you use 10,487 real balloons to make a comic, colorful, creepy commercial that plays like a subversive art film, you’ve earned Ad of the Week honors and then some. A lot of the balloons explode. Well played, Clash Royale. (They don’t need no AI!) [Read More](https://musebyclios.com/gaming/clash-royale-used-10k-balloons-to-create-this-film/) **And in no particular order…** ### Sweetly Understated Stop-Motion From Telstra No AI here, either. Just painstakingly designed sets and gorgeous old-school stop-motion techniques. From Bear Meets Eagle on Fire, +61 and director Catherine Prowse. [Read More](https://musebyclios.com/advertising/playful-understated-stop-motion-from-telstra/) ### Dua Lipa, George Clooney Explore New Worlds With Nespresso Leo Constellation and director Clément Durou put a pair of A-list celebs through their paces. Smartly self-aware with some surprisingly surreal moments. [Read More](https://musebyclios.com/music/dua-lipa-discovers-new-worlds-with-nespresso/) ### Sports Betting Brand Stages Robot Soccer Romp La Maison Créative Justement staged a wild soccer match among automatons for Unibet. Our future overlords know how to get their kicks. (Stupid human joke!) [Read More](https://musebyclios.com/sports/industrial-robots-excel-at-soccer-in-spot-for-sports-bettor/) ### Cheech Marin Leads Jimmy John’s 4/20 Dream Rotation Weed royalty Cheech Marin rolls a funny one with a bunch of like-minded Hollywood … enthusiasts. Heady stuff from VaynerMedia. [Read More](https://musebyclios.com/film-tv/cheech-marin-leads-jimmy-johns-4-20-dream-rotation/) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Clash Royale, Jimmy John's, Nespresso, Telstra, Unibet **Sections:** Entertainment, Trending --- ### [Post Malone and His Buddies Find the Smallest Bar in the West](https://musebyclios.com/music/post-malone-and-his-buddies-find-the-smallest-bar-in-the-west/) **Published:** April 16, 2026 **Author:** David Gianatasio **Content:** Sometimes you just want a little beer. Like, .75-oz. When that modest craving hits, Post Mallone’s got you covered with his co-branded Bud Light x Posty Co. Minis. In an obnoxiously fun promo, the man and some “Buddies” discover a tiny bar in the middle of the desert: Play “When Bud Light and I realized we’ve been teaming up for 10 years, we knew we had to do something … small!” Malone says in campaign materials. “It’s a simple thing: if the Bud Lights are mini, they stay cold longer for you and your buddies to enjoy. Genius, if I say so myself. We’ve been working on this collab for a while.” The push includes a pop-up experience April 23-24 at the [Stagecoach Music Festival](https://www.stagecoachfestival.com/), plus a takeover of North Carolina’s Tyron Daily Bulletin, which bills itself as “the world’s smallest newspaper.” ![](https://cdn.musebyclios.com/wp-content/uploads/2026/04/16105123/POST-3-1.jpeg)DraftLine N.Y. helped develop the creative with Chris Villa directing the video. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Music **Tags:** Bud Light, Post Malone **Sections:** Entertainment, Trending --- ### [The Story Behind Hudson Williams' Peloton Hot Spot](https://musebyclios.com/film-tv/the-story-behind-hudson-williams-peloton-hot-spot/) **Published:** April 16, 2026 **Author:** David Gianatasio **Content:** In a world saturated with fitness data and rigid wellness mandates, movement can feel like another item on a growing to-do list. The pressure to do it all, just to keep up, can be relentless. We saw an opportunity to cut through that noise. At Peloton, we’ve always seen ourselves as the antidote to this fitness fatigue by helping people get out of their heads and into the joy of movement while getting an effective workout. When it came to translating that into a creative campaign, we dove into how to bring that feeling to life. As we dove into what the feeling of Peloton is, we kept coming back to the same insight: our members have fun when they work out with us. It’s not just about physical benefits. It’s about how, in the throes of a great workout, you can completely shift your outlook. In this high-pressure world, Peloton gives you control so you can “Let Yourself Go.” It is more than a tagline; it is a visceral feeling of release. So, how could we show non-Peloton members what it feels like to let yourself go? I asked our in-house creative team to explore movement as art. We wanted to lead with entertaining people and make the ad almost feel like a music video. Having grown up in the worlds of fashion and beauty, I knew the impact of a stylish, artful narrative that people would want to watch and share. This led us to Hudson Williams. We didn’t just look for a face; we looked for a cultural validator who naturally evokes our point of view and would complement the powerful energy of our instructors on set. Hudson represents the multidimensional individual who champions movement for mental clarity as much as physical performance. By partnering with him, we were able to bridge the gap between our products and a more modern, emotional reality. He is the perfect embodiment of “possibility” within our fitness culture. We also wanted to incorporate Peloton’s instructors in the creative in a fresh way. So, for the first time, we brought them out of the screen and into the physical space. By having Tunde Oyeneyin manifest in the room, we visually represent the intimate, personal connection our members feel with instructors. It’s no longer just a digital interaction. It’s a shared energy that bridges the gap between our platform and the member’s reality. Another key element of Peloton is music, and we set the film to the electric energy of David Bowie’s “Fame.” It’s the perfect complement to Hudson seamlessly moving from the Tread+ to mirroring Tunde’s strength sequence, where the workout transforms into a dance. This montage unfolds as something more than movement. It becomes a kind of warmth you can feel radiating through the screen. The choreography flows with an effortless intimacy, blending athleticism and expression into something deeply human. There’s a beauty in the way the space holds him—soft, glowing, alive, as each version of Hudson moves through it, building a quiet emotional momentum. By the time it resolves, we’re left with him, breathless, surrounded by every version of himself that got him there. In that final moment, it’s not just about accomplishment, but about release, the kind of freedom and possibility that you don’t just see, but feel. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Film and TV, Health and Wellness, Musings **Tags:** Peloton **Sections:** Community Voices, Entertainment --- ### [Sydney Sweeney Returns for American Eagle](https://musebyclios.com/film-tv/sydney-sweeney-returns-for-american-eagle/) **Published:** April 15, 2026 **Author:** David Gianatasio **Content:** Sydney Sweeney gets the last laugh, apparently. In a montage clip for American Eagle, Sydney Sweeney dons jean shorts and asks “What brand am I wearing?” She provides the answer: “Yeah, that one,” and giggles, too. It’s a cheeky nod, surely, to last year’s [divisive AE campaign](https://musebyclios.com/film-tv/lets-take-a-look-at-sydney-sweeneys-adland-hits-and-misses/) with the actress—equating jeans with genes—that drew considerable fire. Here, Sydney—that’s “Syd for Short” (the tagline)—seems to revel in self-awareness, the textured denim images providing a stone-washed backdrop to our collective cultural memory. It’s savvy and short. Perhaps titillating for some. But inoffensive—we think. “From the free-spirits of the 1970s to the trendsetters of today, jean shorts have been the highlight of summer fashion for generations and no one perfects the warm-weather style like American Eagle,” says Jennifer Foyle, president and ECD. “Summer is defined by a rare kind of magic, an opportunity to live confidently and in the moment. Pairing classic cutoffs with Sydney Sweeney’s signature ease makes AE denim the must have shorts this season.” ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Fashion and Beauty, Film and TV **Tags:** American Eagle, Sydney Sweeney **Sections:** Entertainment, Trending --- ### [Bieber Wins Coachella and More Beefy Trends](https://musebyclios.com/on-trend/bieber-wins-coachella-and-more-meaty-trends/) **Published:** April 15, 2026 **Author:** David Gianatasio **Content:** In this post-Easter, pre-summer don’t-wear-white-yet period, ube is the new matcha, the kids are [mallmaxxing](https://www.bloomberg.com/news/features/2026-03-29/how-tiktok-got-teens-to-fall-in-love-with-the-mall-again), and we have most definitely hit peak Zendaya. Check out some of the latest media, marketing and pop culture happenings here: ### Who won Coachella? Rather, who will win Coachella, the desert bacchanal that jumpstarts the summer concert season? Easy answer: [Bieber](https://www.theguardian.com/music/2026/apr/12/justin-bieber-coachella-review), hands down, and not just because of his reported $10 million payday. No self-respecting festival denizen will miss his Weekend 2 encore on Saturday. Which leads us to the second winner: Get ready for the Couchella live-streaming onslaught, YouTube. More winners include Hoodie House, the Gap’s first activation, hailed for its limited-run, customizable swag and customer loyalty play. 818 Outpost for its slick, retro-futuristic roadside architecture alone, never mind the Kardashian-Jenners. Popups that dot the endless drive to the Empire Polo Fields in Indio, as well as cheeky billboards that signal a resurgent interest in experiences and [physical media](https://www.bandt.com.au/rhode-redken-more-appear-on-coachellas-billboards/?utm_source=substack&utm_medium=email). (Redken x Sabrina Carpenter, Katseye, ramen maker Maruchan’s MaruMart). And the biggest windfall: Coachella itself. In its 25th year, long after critics said it jumped the shark (raises hand), it has come roaring back, monetarily and culturally. The [creator-heavy, celeb-studded, Hollywood-adjacent](https://musebyclios.com/creators/creator-corner-coachella-edition-sabrina-carpenter-joe-jonas-marco-zamora/) event can’t be precisely replicated—Rivian and boutique hotelier AutoCamp aren’t glamping just anywhere. But brands should be dissecting the collabs for cues on how to build their own IRL adventures. > [@besties\_mty0](https://www.tiktok.com/@besties_mty0?refer=embed "@besties_mty0") a casi nada de ver ala tropicoqueta KAROLG en Coachella 2026🔥🥥🌴la primera artista latina en encabezar el festival 🫰y ya empezaron a verse Billboards [\#latina](https://www.tiktok.com/tag/latina?refer=embed "latina") [\#karolg](https://www.tiktok.com/tag/karolg?refer=embed "karolg") [\#coachella](https://www.tiktok.com/tag/coachella?refer=embed "coachella") [\#billboards](https://www.tiktok.com/tag/billboards?refer=embed "billboards") [\#viral](https://www.tiktok.com/tag/viral?refer=embed "viral") [♬ Tropicoqueta – KAROL G](https://www.tiktok.com/music/Tropicoqueta-7517841685281294337?refer=embed "♬ Tropicoqueta - KAROL G") ### Get off the ad crack Tracking numbers are in for The Devil Wears Prada 2 and its cavalcade of cross promos, including Coca-Cola, Starbucks, Grey Goose, L’Oreal, TRESemmé, a ubiquitous Anna Wintour and a [killer popcorn purse](https://www.usatoday.com/story/entertainment/2026/03/13/devil-wears-prada-2-handbag-popcorn-bucket/89135168007/). Projections call for a [$65 million opening weekend](https://www.hollywoodreporter.com/movies/movie-news/devil-wears-prada-2-summer-box-office-high-style-1236560947/?utm_medium=email&utm_source=exacttarget&utm_campaign=Today+In+Entertainment+April+10+2026&utm_content=675619_4-10-2026&utm_id=675619). Who needs superheroes? Don’t fret, those come later. The long-awaited sequel is set to be the first summer 2026 blockbuster, putting a female-fronted fashion flick in Marvel’s former May slot. Play But sound-bitey Sony Pictures chair Tom Rothman is the real crowd-pleaser. He told theater owners to [“get off the ad crack,”](https://variety.com/2026/film/news/sony-pictures-boss-cinemacon-urges-fewer-ads-trailers-1236720830/) at this week’s CinemaCon. And yet, they won’t. Arrive at showtime and expect to see 30 minutes of trailers interspersed with Claude and AT&T commercials. ComingSoon noted that all but two of Fandango’s [10 most-anticipated movies](https://www.yahoo.com/entertainment/movies/articles/2026-10-most-anticipated-summer-162527012.html?guccounter=1) of the season are sequels, franchises or established IP, deemed, “a troubling sight.” Not a Blair Witch Project in the bunch? A sleeper could still emerge, even as Toy Story 5 (with an anti-AI theme!), the next Minions and Spider-Man: Brand New Day predictably draw the masses. Hollywood studios, what’s left of them, are Barbenheimer bullish, while not so secretly wringing their hands. Paging Ryan Coogler! Play ### Beef: It’s what’s for breakfast First there was [boy kibble](https://musebyclios.com/on-trend/mocktails-soar-rambo-curls-and-more-timely-trends-for-your-amusement/). Now there’s Meaties, which is like Wheaties, but not. Absolutely not. It’s cereal, as loosely defined, made from dehydrated “100 percent American beef” with flourishes like raw honey, roasted peanuts, cocoa, cinnamon and monk fruit. For small packages—less than 4 ounces—it costs an eye-watering $14. Nope, not a joke. And nope, no longer available because it’s sold out. Check back later on its DTC site. Or for a better use of time, read this highly entertaining review of this product, which pulls a number of zeitgeist-y levers at once. It’s low sugar, high protein, convenient, ancestral eating just like RFK preaches. It’s also “a tsunami of awfulness” that leaves “a wicked aftertaste akin to eating the exhaust of a grease trap,” [per The TakeOut](https://www.thetakeout.com/2146631/meaties-cereal-review/). Meaties may or may not have staying power, but the [food-as-medicine and supplements-are-king](https://musebyclios.com/on-trend/heres-the-dish-on-expo-west-2026/) trends aren’t going anywhere. Meal replacement brand Huel, short for human fuel, recently sold to Danone for $1.2 billion. And last week, three-year-old [gummy brand Grüns](https://www.forbes.com/sites/chloesorvino/2026/04/10/with-a-12-billion-sale-to-unilever-grns-founder-mints-a-fortune/) reportedly matched that price in a sale to Unilever. Live long, dig in? ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** On Trend **Tags:** coachella **Sections:** Entertainment, Lifestyle --- ### [The 79 Percent Rule: Why Honest Brands Win](https://musebyclios.com/musings/the-79-percent-rule-why-honest-brands-win/) **Published:** April 14, 2026 **Author:** David Gianatasio **Content:** Here’s the thing about being explorers: Sometimes you explore somewhere, realize it’s not working, and turn around. Three months into the CEO role, I made a decision. After careful consideration, and extensive market research, I determined that vowels are, in fact, useful. So is having a name people can actually pronounce. So, I unbranded SPCSHP back to Big Spaceship. Most agencies would quietly rebrand and hope no one noticed the retreat. They would issue a standard press release, update the website and move on. But we are not most agencies, so we made a brutally honest campaign about it. At first blush, people may assume that’s a failure, but it’s actually just navigation. Brands have learned this lesson, and agencies need to implement it to show up as equal partners, especially as the industry’s current inflection point deepens. **The Sea of Sameness Drowning Modern Agencies** As holding company consolidation hits critical mass, the agency landscape has grown increasingly indistinguishable. Historic names are disappearing and everything seems to be consolidating into what one former agency CEO called “big, homogenous marketing advising machines.” Agency positioning has also turned into word-salad bingo. The same buzzwords appear across messaging, with AI exacerbating the problem as we drown in a sea of identical corporate LinkedIn posts. An industry built on creativity has gotten remarkably uncreative about how it talks about itself and how it acts. The cost? Agencies become interchangeable and pitches turn into procurement exercises. When everyone sounds the same, price becomes the only differentiator and it’s a race to the bottom. In a [2025 study, BBB National Programs](https://bbbprograms.org/media/insights/blog/influencer-trust-index) surveyed more than 3,700 U.S. consumers and found that 79 percent say authentic reviews, including negative ones, are what actually build trust, outperforming polished corporate messaging. A [separate Clutch study](https://www.businesswire.com/news/home/20251202533732/en/Clutch-Report-Brands-Are-Losing-Consumer-Trust-Fast-as-97-Demand-Authenticity) found that 69 percent of consumers cite transparency about a brand’s processes and practices as the top indicator of authenticity. The TL,DR: people are looking for human fingerprints, companies and people willing to be brave and own their weirdness. We’re in the business of asking CMOs to take creative risks, to explore new territory, be honest about what’s not working and try things that are uncomfortable. If we’re not willing to do that ourselves, how can they trust us? **Honesty and Exploration Take Many Forms** When [Coinbase’s viral Super Bowl ad](https://musebyclios.com/advertising/coinbase-and-its-qr-code-win-the-super-clio-as-super-bowls-best-ad/) became a sensation, the brand’s CEO took credit for the work without acknowledging the agency behind it. Most agencies would’ve stayed silent, afraid of losing the client or burning bridges. But Martin Agency’s Kristen Cavallo went public, demanding recognition for her team’s work. That’s leadership courage, standing up for your people even when it’s uncomfortable. Glossier took a different approach with its [“Comments Section” ](https://www.youtube.com/watch?v=vedNoGIDNgw)campaign in May 2024. When Reddit exploded over Balm Dotcom’s reformulation, the cult beauty brand made an 83-second video of employees reading brutal comments on camera: “Hey Glossier, if you don’t bring back the original formula, you \*\*\*\*ing, stupid pieces of \*\*\*\*.” The video ends with a cart of boxes labeled “Original Formula” wheeled into frame. The brand owned this mistake, brought back what customers wanted, and turned customer rage into 60,000+ likes. Then, there’s Astronomer, which moved quickly when the Coldplay concert CEO scandal hit last summer. Instead of hiding behind corporate speak and damage control, the company hired Gwyneth Paltrow for a [deadpan video](https://musebyclios.com/film-tv/advantage-astronomer-gwyneth-paltrow-made-a-great-kiss-cam-response/) that pulled 700,000 views and redirected attention from gossip to product. By leaning into humor and honesty, a reputational hit became a marketing win. **Our Next Big Spaceship Chapter** When I started as CEO at SPCSHP, I met with every employee one-on-one. I heard the same thing over and over: “The market doesn’t know what we’re capable of. We’re one of the best-kept secrets in the advertising community.” The market also didn’t know how to pronounce our name. And, above all, no one was connecting SPCSHP with the 25 years of legacy that was Big Spaceship. During weekly all-hands meetings, we put out an open call for ideas and landed on a campaign theme centered around [“The Most Brutally Honest Rebrand of All Time,” ](https://www.prnewswire.com/news-releases/big-spaceship-restores-original-brand-identity-reaffirming-global-creative-positioning-302691846.html)consisting of a brutally honest press release, a mockumentary video breaking the fourth wall channeling The Office, and real Slack screenshots with actual team sentiment. Play Taking that risk was scary, but our bet was simple: if you say everything there is to say about a thing, you own the narrative completely. You can’t automate courage. And the truth, told first and told loudly, doesn’t need defending. Three months later, the bet is paying off. Our rebrand generated two million impressions and overwhelmingly positive social sentiment. More importantly, it opened doors. We recently announced our new social AOR partnership with Dropbox, and we have two additional new business wins in the pipeline we’ll be sharing shortly. The inbound has been real and it has been meaningful. That’s what honesty does. In an industry built on persuasion, sometimes the most radical thing you can do is just be human and tell the truth. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings **Tags:** Big Spaceship **Sections:** Community Voices --- ### [For Dr. Squatch, Megan Fox Teaches a Class in Odor Excellence](https://musebyclios.com/film-tv/for-dr-squatch-megan-fox-teaches-a-class-in-odor-excellence/) **Published:** April 15, 2026 **Author:** David Gianatasio **Content:** Transformers star Megan Fox plays a professor, rocking black leather and wielding a riding crop in silly-slinky college spoofs touting new, natchy deodorants from Dr. Squatch. Dad joke: She grades on a curve—*lots of them*. (Hey, dad pays your tuition. Laugh!) “Tired of being stinky and unlucky in love?” Megan asks in the first clip below. “Tired of having a stick that never quite works?” That’s the level of humor here. Aimed at young dudes—probably sophomores—the approach rates high marks. Dr. Squatch has dabbled in risqué appeals before. Remember its [soap made with Sydney Sweeney’s bathwater?](https://people.com/sydney-sweeney-and-dr-squatch-release-soap-made-from-her-bathwater-11744522) That stunt will live in branding infamy. Megan pulls the same trigger, as it were, with her campus clowning. “The men’s deodorant aisle has been coasting for decades, and guys have been paying the price with unnatural, synthetic ingredients, and scents reminiscent of a 2004 middle school locker room,” says chief brand officer John Ludeke, “Dr. Squatch was built to fix the product gap with natural ingredients and formulas & formats that actually perform, and who better to get men to listen than Megan Fox?” Yeah. She’s tough to ignore. Hey, the lecture’s UP HERE guys! ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Film and TV **Tags:** Dr. Squatch **Sections:** Entertainment, Trending --- ### [Spotify's Digs in Manhattan: Where Creativity Comes to Life](https://musebyclios.com/creative-hq/spotifys-digs-in-manhattan-where-creativity-comes-to-life/) **Published:** April 15, 2026 **Author:** Shahnaz Mahmud **Content:** Here, we visit [Spotify](https://en.wikipedia.org/wiki/Spotify), the latest entry in our “Creative HQ With the Clios” series. Our director of social media Sami Lambert explored the streaming giant’s NYC digs. [Kay Hsu](https://www.linkedin.com/in/kayhsu/), global head of Spotify’s creative lab, and [Jessy Fusco](https://www.linkedin.com/in/jessy-fusco-13917424/), senior office lead of workplace experience services, guided the tour. A large mural greets folks entering the 67th floor, fittingly painted by New York street artist [Adam Fu](https://www.adamkfujita.com/about). Work from artists like [FAUST](https://www.faustnewyork.com/) are also on display. The sleek space boasts a karaoke room, arcade, speakeasy, DJ decks and more. Located in Manhattan’s Financial District at 4 World Trade Center, Spotify moved into the building in 2018. Tall glass windows provide gorgeous sky and city views plus plenty of sunlight. Sunsets provide a special backdrop with Lady Liberty in the picture. The office mirrors Spotify’s core belief: “Listening is Everything.” The layout is designed to spark creativity, connection and a sense of global culture. Naturally, Spotify encourages sound. This office offers opportunities to play music, bang on drums, sing, and even play DJ for a day. The Blue Room is set up with tons of albums to cater to whatever musical fancies said spinner prefers. The Arcade Room has video games galore. Counter to yogic moves, this space lets you vent your frustrations or clear your head in a fun, game-y way. Listening rooms, wellness classes, the arts and crafts room, and workshop space where artists and creators can collaborate, fill 4 World Trade Center. Also, each floor has a lounge and common areas where Spotifiers can gather together and enjoy snacks. But, beyond that, it’s the detail, like the funky blue tiger wallpaper—that speaks to just how much creativity abounds in these offices. Sami’s verdict? This may be the most creative office in our series to date. ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** Creative HQ **Tags:** Spotify **Sections:** Community Voices, Entertainment --- ### [Cheech Marin Leads Jimmy John's 4/20 Dream Rotation](https://musebyclios.com/film-tv/cheech-marin-leads-jimmy-johns-4-20-dream-rotation/) **Published:** April 15, 2026 **Author:** David Gianatasio **Content:** Cheech Marin clutching a toasted submarine sandwich like a blunt. How 4/20 is that? The stoner comic icon helps Jimmy John’s celebrate the high holy day of cannabis in a spot introducing the eatery’s [Dream Rotation Menu](https://www.jimmyjohns.com/menu/dream-rotation-menu). (Dream rotation—Google it, squares.) Amanda Batula, Kal Penn and Skylar Gisondo also appear. All four stars get their own [signature meals](https://www.urbandictionary.com/define.php?term=Dream+Blunt+Rotation) at Jimmy John’s. Which is a good thing, as the munchies predictably come into play: “Jimmy John’s has cultivated a loyal community of ‘gardeners’ who actively engage with our brand through inside jokes and recurring themes—like [blinker checkpoints](https://www.tiktok.com/@evenmorevmc/video/7472677743524678958) and references to [‘penjamin,’](https://www.reddit.com/r/PeterExplainsTheJoke/comments/1mz8cb6/pettah_whats_penjamin/)” VP of integrated marketing communications Suzanne DeRouchie tells Muse. “This campaign is designed to speak directly to that core audience while also broadening its appeal across multiple generations.” “We’re aiming for a blend of classic stoner energy with an element of surprise and delight, bringing together personalities you wouldn’t typically expect to see in the same circle,” she says. “The idea is to capture the feel of a modern, humorous take on a traditional rotation—passing the moment from one person to the next in a way that feels natural.” VaynerMedia helped develop the spot with director Nema Vand. “Cheech was everyone’s undeniable obsession on set—cast and crew alike,” DeRouchie recalls. “Every time he delivered a line, it brought the room to laughter. “There was a constant haze of smoke drifting through the space, adding to the atmosphere and making the whole shoot feel immersive and on-theme.” (Why are we not surprised?) Skyler got into the spirit of things, “requesting that his Jimmy John’s Dream Rotation Meal be on set for him to eat,” she recalls. “At one point, he joked that having his own sandwich combo on the menu felt like the equivalent of being featured on a Wheaties box.” Jimmy John’s has excelled at tapping into pop culture. Earlier examples include [Walton Goggins narrating a “smutty” audiobook](https://musebyclios.com/film-tv/walton-goggins-narrates-jimmy-johns-summer-audiobook-and-its-pure-s-m-u-t/), [Adam Pally launching subs into the stands](https://musebyclios.com/advertising/adam-pally-launches-jimmy-johns-sandwiches-into-the-stands/) and a [kickin’ music video](https://musebyclios.com/music/jimmy-johns-made-a-kickin-music-video-for-ranch-sauce-return/) for ranch sauce. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Cannabis, Film and TV **Tags:** Jimmy John's, VaynerMedia **Sections:** Entertainment, Lifestyle --- ### [Clash Royale Used 10K+ Balloons to Create This Amazing Film](https://musebyclios.com/ad-of-the-week/clash-royale-used-10k-balloons-to-create-this-film/) **Published:** April 14, 2026 **Author:** David Gianatasio **Content:** These ain’t no party balloons! Uncommon Stockholm introduces Clash Royale’s fearsome “Hero Balloon” character in a fantastical film involving 10,487 actual balloons. By turns ominous and silly, the :90 from Blinkink director Sam Gainsborough does an amazing job of world-building, brimming with outlandish textures and colors. While amusing, dark notes provide a compelling tension. The sheer alien nature of the spectacle feels whimsical and edgy. Plus, we’ve got maniacal laughter, explosions and [“99 Luftballoons”](https://en.wikipedia.org/wiki/99_Luftballons) on the soundtrack. Yes! “Balloons are a fragile material. Things change constantly when you’re working with them and you’re always on the clock because the air escapes,” says Larry Moss, an artist at Airigami, which helped develop the spot. “We were able to build this entire world in less than a week. Out of thin air, no less.” Thin air. Heh. “At a time when everything can be faked with digital shortcuts and AI, we wanted this film to feel unmistakably human,” adds Uncommon CCO Björn Ståhl. “The craft wasn’t just how we made it. It was the idea itself.” The team relied on practical F/X. Puppeteers operated the cray cast of characters, and the explosions resulted from mixtures of powder and glitter. This twisty BTS explains all: ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Ad of the Week, Gaming **Tags:** Clash Royale, gaming, Uncommon Stockholm **Sections:** Entertainment, Trending --- ### [Nick Kroll Goes Mega-Corporate for Xfinity](https://musebyclios.com/film-tv/nick-kroll-goes-mega-corporate-for-xfinity/) **Published:** April 14, 2026 **Author:** David Gianatasio **Content:** Nothing soothes the C-suite suits like charts and graphs. So, comedy star Nick Kroll dishes the data for Xfinity in the boardroom farce below. Alas, Nick misreads the message. But dude’s got a sharpie and the team can use corporate funds for a ski trip, so he’s boss of the year. Kroll delivers a sharp performance, with Arts & Sciences director [Matt Aselton](https://uk.artsandsciences.com/directors/us/matt-aselton/) lensing the jokes in classic sitcom style. Goodby Silverstein & Partners helped develop the campaign, with Carmichael Lynch contributing social elements: > [View this post on Instagram](https://www.instagram.com/reel/DXCZouXALA1/?utm_source=ig_embed&utm_campaign=loading)[A post shared by Xfinity (@xfinity)](https://www.instagram.com/reel/DXCZouXALA1/?utm_source=ig_embed&utm_campaign=loading) Of course, Xfinity’s very much the kind of monolithic mega-business lampooned here. But that hasn’t stopped the company from launching a slew of fun spots, including this [Halloween hoot](https://musebyclios.com/advertising/xfinity-classes-up-frankensteins-monster/) and Hollywood tie-ins with [Owen Wilson, Vince Vaughn](https://musebyclios.com/film-tv/reggie-miller-joins-owen-wilson-and-vince-vaughn-for-xfinity/) and [Jeff Goldblum](https://musebyclios.com/film-tv/with-xfinity-jeff-goldblums-a-wizard-irl-at-least-to-his-kid/). Meanwhile, back at the office: ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Film and TV **Tags:** Goodby Silverstein & Partners, Xfinity **Sections:** Entertainment, Trending --- ### [Dua Lipa Explores New Worlds With Nespresso](https://musebyclios.com/music/dua-lipa-discovers-new-worlds-with-nespresso/) **Published:** April 14, 2026 **Author:** David Gianatasio **Content:** Hey, George Clooney! Quit harshing Dua Lipa’s coffee buzz! Dua takes the lead, with long-time brand ambassador Cloons providing comic relief in a campaign created by Leo Constellation and director Clément Durou. The storyline follows Lipa on a carefree caffeinated odyssey. Luxe livin’, an Edenic interlude and some surreal imagery—including a Ferris wheel in the sky—play into the storyline. The global push intros a Vertuo Up machine with new brewing features. “This campaign marks a significant chapter,” Nespresso says. “While staying true to its heritage of quality and dedication to global coffee culture, the brand is embracing a more expressive identity created for coffee lovers who see their ritual as an extension of who they are.” The team strove to craft “an evolved creative approach that feels flexible and ever-changing, blending structure with spontaneity.” Fair enough. But as ever with the venerable brand, celeb power drives the message. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/04/14130822/dua-4-wheel.jpg) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Film and TV, Music **Tags:** Dua Lipa, George Clooney, Nespresso **Sections:** Entertainment, Trending --- ### [How a Jeep Cherokee Hybrid Made Stunning Wildlife Photos](https://musebyclios.com/musings/how-a-jeep-cherokee-hybrid-made-stunning-wildlife-photos/) **Published:** April 13, 2026 **Author:** David Gianatasio **Content:** Automotive advertising has long been built on a familiar idea of capability: power, speed and dominance over terrain. For this campaign, we wanted to explore a different expression of that idea. What if capability could be defined not by how loudly you arrive, but by how little you disrupt what’s already there? That thinking led to “The Silent Edition,” a wildlife print campaign for the 2026 Jeep Cherokee Hybrid, created in partnership with award-winning conservation photojournalist [Patricia Homonylo](https://www.instagram.com/patriciahomonylophoto/). The work resulted in a series of wildlife images now running as print ads in National Geographic and Canadian Geographic. The intention wasn’t to place a vehicle into nature as a backdrop, but to understand whether the vehicle itself could enable something new to happen within it. The Cherokee Hybrid’s combination of 4×4 capability and quiet electric performance allowed for a more considered way of moving through nature, where the vehicle becomes part of the environment rather than overtaking it. Homonylo had experienced the limitation firsthand. She had missed shots in the past because the sound of her vehicle alerted animals before she could get close. The idea that quiet could change what was possible wasn’t theoretical. It meant moments that might otherwise be lost could unfold naturally. That idea shaped how the work was made. The shoot took place over two days in Muskoka, Northern Ontario, under deliberately minimal conditions: a small crew, limited equipment and no staging. Working with wildlife meant nothing was guaranteed. The job wasn’t to create moments, but to be ready for them without influencing them. And those moments came. Play A Canada lynx, rarely seen, appeared briefly in the open. Owls, typically sensitive to human proximity, remained nearby longer than expected. A red fox was photographed asleep in the snow, undisturbed. These weren’t constructed scenes. They were the result of patience, timing and an approach designed to leave no trace. The vehicle played a critical role in that process. It wasn’t just about being quiet. It was about being capable enough to reach remote environments, and controlled enough to move through them without altering behaviour. That combination allowed the team to work within nature rather than impose on it. The behind-the-scenes film above , created using only natural sound, reflects that same philosophy. It documents the process as it happened, emphasizing stillness, restraint and the importance of not interfering. In a category that often celebrates presence, this work explores the opposite. For Jeep, this isn’t a departure from its identity, but an expansion of it. The brand has always stood for freedom, exploration and the ability to go anywhere. This campaign shows that those same qualities can now be expressed in new ways, through technology that allows for a more considered relationship with the natural world. In this case, that shift made a different kind of image possible. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/04/13120251/jeep-2.jpeg) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings **Tags:** Jeep, Publicis Canada **Sections:** Community Voices --- ### [Making the Cut: Editor Chad Sipkin on Sofia Coppola's New Fashion Doc](https://musebyclios.com/fashion-and-beauty/making-the-cut-editor-chad-sipkin-on-sofia-coppolas-new-fashion-doc/) **Published:** April 14, 2026 **Author:** Christine Champagne **Content:** Early in the film [Marc by Sofia](https://a24films.com/docs/marc-by-sofia "Marc by Sofia"), the new Marc Jacobs documentary directed by Sofia Coppola, the fashion designer talks about the fear he feels when he starts planning a new collection, even though he has done it many times before. Does Chad Sipkin, who cut the film, ever feel fear or apprehension at the start of a project? “Looking into the unknown is scary,” the veteran editor tells Muse. “But figuring it out is inspiring.” The veteran editor poured his creativity into sculpting Marc by Sofia, which is classified as a documentary but isn’t a conventional talking-head film. Rather, it’s an artful meditation on the creative process and inspiration that leads up to the unveiling of the designer’s fall/winter 2024 collection. It’s also an intimate film made possible by the trust Jacobs has in Coppola, with whom he shares a decades-long friendship. Play Marc by Sofia | Official Trailer HD | A24Sipkin, who owns New York City-based integrative studio known as [Consulate](https://consulatenyc.com/ "Consulate"), and Coppola go back more than 25 years to when he cut the White Stripes music video she directed for “I Just Don’t Know What to Do With Myself” featuring Kate Moss. Since then, they have worked together on a variety of short-form projects, and Coppola maintains an office at Consulate. As is typical of their collaboration, the director provided Sipkin with references to give him a sense of what inspired her and where she wanted to go with Marc by Sofia. She expressed her desire to make a film that was abstract and collage-like with an emotional conclusion. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/04/14085231/Chad.png)Chad SipkinSipkin dove into the dailies before he began editing. He spent more than a month sifting through the footage and filled an entire notebook with material, including things that Jacobs and Coppola discussed that resonated with him. He also made hundreds of screenshots and created “this crazy collage” on a wall at Consulate. Only after all that prep and lots of discussion did he start cutting. “Once you get into it, the process is quite elementary to get yourself to a first assembly. I think it’s very much akin to being a chef. You shop it, then you prep it, then you put the dinner together, and that’s how it always works for me somehow,” the editor explains. The first rough cut was completed in about three months. “Then it was a process of coming up with further tangents, asking: What happens if we get off at this exit, spend some time in this town, how do we come back? That kind of thing. Figuratively, not literally,” Sipkin says. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/04/14083414/editnotes-1024x679.jpg)Edit inspiration and thoughtsOne of Marc by Sofia’s most fascinating sequences finds Jacobs reminiscing about shopping at New York City’s Bergdorf Goodman with his grandmother. Sipkin captures the era when buying clothes was a glamorous affair, immersing us in an experience that was formative for the designer. Sipkin credits Kate Cunningham, a friend of Coppola’s, with sourcing “extraordinary still photography of women from that time, and it enabled me to make this sort of really cool montage.” The editor also makes good use of clips from the 1967 psychological drama Belle du Jour starring Catherine Deneuve “because it used all of \[Yves\] Saint Laurent’s clothing, and I knew that it was a big movie for Sofia and for Marc,” he says. Plus, he weaves in archival footage of artists, including Bob Fosse, Elizabeth Taylor and Cindy Sherman, who influenced Jacobs. We’re not just looking at clips. The material has impact, and Sipkin sees it as “a dynamic character” in the film. Footage of a rogue fashion show Coppola orchestrated on the street in Manhattan back in the ’90s captures the era and offers a glimpse of an up-and-coming Coppola tapping into her creativity. In modern day, Coppola first pops into Marc by Sofia around the 19 minute mark. She strides into a shoot carrying a tripod. It’s a fitting onscreen entry for someone known as a hands-on filmmaker. Coppola didn’t necessarily want to be in the movie, which is her first foray into documentaries. But Sipkin recalls telling her, “Sophia, you have to be in this movie. This is as much you as it is him.” Ultimately, the film took about nine months to edit, with Sipkin and Coppola riffing throughout and Sipkin working closely with his trusted edit team. ![author avatar](https://secure.gravatar.com/avatar/bca57dd4723116a5018776272ebed389875689a3404acf351677240c4d746cec?s=300&d=mm&r=g) Christine Champagne [See Full Bio](https://musebyclios.com/author/christine-champagne/) [ ](https://musebyclios.com/author/christine-champagne/) **Categories:** Behind the Scenes, Fashion and Beauty **Tags:** sofia coppola **Sections:** Entertainment, Lifestyle --- ### [HR Platform Leans Into Humorous Workplace Scandals](https://musebyclios.com/advertising/hr-platform-leans-into-humorous-workplace-scandals/) **Published:** April 13, 2026 **Author:** David Gianatasio **Content:** This stuff’s SFW. That means Silly For Work. Very silly. Real examples of white-collar weirdness drive a cute campaign from HR and payroll platform Rippling and Stink Studio. Emotional support clowns would surely approve. Indeed, [the tale](https://www.bbc.com/news/world-asia-49708570) of a dude who brought one such feel-good bozo to his redundancy meeting inspired this poster: ![](https://cdn.musebyclios.com/wp-content/uploads/2026/04/13152242/clown-x-1024x692.jpg)My fave is the enterprising employee who used an office copier to make images of his feet, then sold them online. Clearly C-suite material. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/04/13152415/copy-2-1024x612.jpg)“HR teams have seen and heard it all. And while workplace stories will always have their place, the more compelling story today is that a platform like Rippling exists and genuinely delivers,” says Fi Welsh, the brand’s EMEA marketing director. “By removing complexity and administrative burden, we enable HR and finance teams to focus on what really matters: their people and the growth of the business. That’s the real ‘tea’ worth sharing.” ![](https://cdn.musebyclios.com/wp-content/uploads/2026/04/13152623/toilet-x-1024x567.jpg)The push includes taxi wraps, radio, digital and social media. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/04/13165634/wiz-4-1024x678.jpg) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Rippling, stink studio **Sections:** Trending --- ### [Sweetly Understated Stop-Motion From Telstra](https://musebyclios.com/advertising/playful-understated-stop-motion-from-telstra/) **Published:** April 13, 2026 **Author:** David Gianatasio **Content:** Hey, Mr. Farmer way out in the middle of nowhere. You need satellite messaging to stay connected. Your sheep knows it, and so does Australian telco Telstra in the first of three impressive stop-motion spots from Bear Meets Eagle on Fire: “The team had to build a set that could cleverly transition from each scene to space in a way that was as playful as it was direct,” agency CCO Micah Walker tells Muse. “The rotation of the foreground, mid ground and backgrounds all had to be built so that when whole, you see the right depth and detail for the scene to work, but also so that the transition was possible without just looking like a post-production trick.” Bear Meets Eagle and Telstra have done similar animations before. Those were great ads, dabbling in [whimsy](https://musebyclios.com/advertising/telstras-stop-motion-brings-a-tiny-town-to-life/) and [strut-worthy shenanigans](https://musebyclios.com/advertising/telstra-struts-its-stuff-to-lead-the-weeks-best-ads/). This new batch revels in quiet contemplation, with subtle storytelling conveying the brand proposition. The stop-motion instantly draws the eye. Live action might’ve seemed too familiar and easy to ignore. “The beauty of stop-motion is that so much work goes into making something appear simple, and those micro decisions all add up to giving something a distinctiveness you just don’t see as much anymore,” Walker says. “A core characteristic of how we make the things we make for Telstra, is the presence of the human hand at work,” Walker says. “That commitment, to making something with tactility and human fingerprints, so to speak, creates a warmth and distinctiveness in the craft of the work that’s become a brand trait. This often means taking the longer route, rather than the easiest, and we know that has made a difference to how the work performs.” Bear Meets Eagle partnered with +61 and Passion Animation director [Catherine Prowse](https://www.instagram.com/catherineprowse/) on the project. Here’s an entertaining look behind the scenes: ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Bear meets Eagle on Fire, Telstra **Sections:** Trending --- ### [Keegan-Michael Key Hypes Casamigos, Plus Other Great World Cup Campaigns](https://musebyclios.com/worldviews/keegan-michael-key-hypes-casamigos-plus-other-great-world-cup-campaigns/) **Published:** April 14, 2026 **Author:** David Gianatasio **Content:** Here are some notable FIFA World Cup-related campaigns that recently broke far and wide, curated by Muse sibling [Ads of the World](http://adsoftheworld.com). ### Casamigos, ‘Rivals at the Game’ The tequila brand, begins its World Cup moment with Keegan-Michael Key, embracing a simple belief for the tournament: “Rivals at the game, Casamigos at the Bar.” The brand also introduces its new Casamigos pre-mixed margaritas in Classic Lime and Spicy. [Read More](https://www.adsoftheworld.com/campaigns/rivals-at-the-game-casamigos-at-the-bar) Play ### Flamin’ Hot, ‘The Warmest Welcome’ Agency: Isla Mexico With the FIFA World Cup 2026 approaching, Flamin’ Hot celebrates Mexico’s passion for football through humor, shared memory and the brand’s trademark spice. [Read more](https://www.adsoftheworld.com/campaigns/the-warmest-welcome) Play ### Rexona • FIFA, ‘It Won’t Let You Down’ Agency: Contrario Rexona has launched its World Cup campaign with a 90-second global film capturing the tournament’s unpredictability and fan-driven suspense. Featuring top football talent alongside passionate supporters. [Read More](https://www.adsoftheworld.com/campaigns/it-won-t-let-you-down) Play ### Copa Airlines, ‘Sube la Marea Remix’ Agency: Star5 “Sube la Marea” is a remix that brings together 18 of Panama’s most beloved artists to amplify the nation’s energy and turn it into a collective rallying cry in support of the National Team. [Read More](https://www.adsoftheworld.com/campaigns/sube-la-marea-remix) Play ### Sabritas, ‘What We Do, We Do for Football’ Agency: Zurda Mexico Some passions can’t be explained. They’re lived. Shouted. Exaggerated. And sometimes, sung. With just 100 days to go until the kickoff of the World Cup, Sabritas—the tournament’s official snack partner—ignites global excitement with a fully integrated platform that places fans at the heart of the world’s biggest spectacle. [Read More](https://www.adsoftheworld.com/campaigns/what-we-do-we-do-for-football) Play ### Big 4 Travel, ‘Football Escapes’ Agency: Horizon FCB The first football campaign designed to take you far away from football. The FIFA Ranking lists the best national teams. At the top, Spain, Argentina, France, Brazil, Portugal… But at the bottom of that list lurks something unexpected: Some of the world’s most beautiful travel destinations, countries that didn’t qualify for the tournament. [Read More](https://www.adsoftheworld.com/campaigns/football-escapes) Play ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Worldviews **Tags:** Big 4, Casamigos, Copa airlines, Flamin’ Hot, rexona, Sabritas **Sections:** Entertainment, Trending --- ### [Apple's iPhone Oddness Tops Our 5 Ads of the Week](https://musebyclios.com/advertising/apples-iphone-oddness-tops-our-5-ads-of-the-week/) **Published:** April 9, 2026 **Author:** David Gianatasio **Content:** ### [Bestie: Raps and Apps: Apple Launches Dynamic Asian Campaigns](https://musebyclios.com/music/raps-and-apps-apple-launches-dynamic-asian-campaigns/) This album sampler trumpets the return of Vietnamese rapper MCK. It was shot on iPhone, natch. The imagery unfurls like an art-house short. Dude just sits there, masked, perhaps judging us, as weirdness unfolds all around him. From TBWA\\Media Arts Lab and director [Phương Vũ](https://vimeo.com/pvu). Play **And in no particular order…** ### [These Absurd Ads From The Zebra Expertly Fuse AI and Live Action](https://musebyclios.com/behind-the-scenes/the-zebras-absurdist-eye-catching-ads-expertly-fuse-ai-and-live-action/) Director Zack Seckler delivers a masterclass on putting flesh-and-blood talent in AI-driven spots. The backdrops and details are tech-generated, but human actors dangled from harnesses and props to deliver the pitch. ### [WWE’s Cody Rhodes Builds Anticipation for Drumstick](https://musebyclios.com/advertising/wwes-cody-rhodes-builds-anticipation-for-drumstick/) Will or won’t Cody bite into that cone? Probably … maybe … in his own good time. Opinionated builds tension and wisely subverts WWE pyrotechnics. Just eat it, Cody. Oh, come on already! ### [How the TheRealReal Made an AI Mini-Epic](https://musebyclios.com/musings/inside-the-making-of-therealreals-last-real-man/) The bag is 100 percent genuine in Team One’s 2-minute essay on authenticity. As for our protagonist and his world, who can say? Play ### [Instacart Goes Emo, Metal and More in Music Videos](https://musebyclios.com/advertising/instacart-goes-emo-metal-and-more-in-music-videos/) BBDO Chicago and director Kate Hollowell spoof Y2K emo-pop, death metal and—best of all—sea shanties. Tap your toes and order some grub. The merman-sailor will thank you. Play ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Apple, Drumstick, Instacart, the zebra, therealreal **Sections:** Entertainment, Trending --- ### [Hilton's Dan Reynolds on Partnerships With McLaren and Wicked](https://musebyclios.com/2-minutes-with/hiltons-dan-reynolds-on-partnerships-with-mclaren-and-wicked/) **Published:** March 31, 2026 **Author:** Shahnaz Mahmud **Content:** [Dan ](https://www.linkedin.com/in/danielryanreynolds/)is SVP of global marketing at Hilton, responsible for designing, developing and executing global content, media and partnership strategy. Dan joined from Disney, where he helped connect with audiences through new digital channels and content formats. He was also responsible for leveraging Disney’s digital channels to drive growth and engagement for Disney+, Hulu and ESPN+. Previously, Dan led content and audience development for the Disney Digital Network, focusing on creating new forms of storytelling and launching new brands like Oh My Disney. We spent two minutes with Dan to learn more about his background, his creative inspirations and recent work he’s admired. # Dan, tell us … ### Where you grew up and where you live now. I grew up in Pennsylvania, then moved to Los Angeles and now live just outside of Washington, D.C., where [Hilton](https://en.wikipedia.org/wiki/Hilton_Hotels_&_Resorts) is headquartered. ### How you first realized you were creative. As a kid, I would escape into reading and writing. I didn’t know then that you could build a career out of it. ### Who is a person you idolized creatively early on? While studying advertising, I worked for [Gap](https://en.wikipedia.org/wiki/Gap_Inc.). I was inspired by the story of [Don and Doris Fisher](https://californiamuseum.org/inductee/doris-donald-fisher/), who built a global brand around one simple idea: Helping people find the perfect pair of jeans. ### What is a moment from high school or college that changed your life? When I started at [Penn State](https://en.wikipedia.org/wiki/Pennsylvania_State_University), I was immersed in a community of students and professors who quickly exposed me to new cultures and ways of thinking. My curiosity about the world was piqued and has continued to grow ever since. ### A visual artist or band/musician you admire. I saw [Lady Gaga](https://en.wikipedia.org/wiki/Lady_Gaga) perform at [Lincoln Center](https://en.wikipedia.org/wiki/Lincoln_Center) for YouTube’s [Brandcast](https://blog.youtube/news-and-events/brandcast-2025/) event and was struck by the level of detail she put into every aspect of the show. Her deep connection with her fans and the way she pours herself into each performance created a totally immersive experience. That’s something incredibly hard to get right, yet she does it every time. ### A book, movie, TV show or podcast you recently found inspiring. I can’t get enough of hearing different entrepreneurs’ stories on the podcast [How I Built This with Guy Raz](https://podcasts.apple.com/us/podcast/how-i-built-this-with-guy-raz/id1150510297). ### One of your favorite creative projects you’ve ever worked on. Creating and evolving Hilton’s global brand platform, “Hilton. For the Stay.” Launched alongside our “It Matters Where You Stay” campaign in 2022, the platform is anchored in Hilton’s founding purpose: to provide a great hotel stay. Over the years, we’ve showcased the power of The Stay through differentiated creative formats and channels—including [memorable TV spots](https://www.youtube.com/watch?v=eGffG5Vpxxc&list=PLLV950EiSCvNryJ0sEhCqOeUudJNO5rIy&index=1), our [10-Minute TikTok](https://www.tiktok.com/@hilton/video/7200427944060423470?lang=en), a loyalty campaign and activation inside [Paris Hilton’s Slivingland on Roblox](https://stories.hilton.com/hilton-for-the-stay/step-into-paris-hiltons-slivingland-on-roblox-to-unlock-real-hilton-honors-rewards). Plus, we presented the [Connecting Room Concert with Laufey](https://stories.hilton.com/hilton-for-the-stay/hilton-debuts-creative-tv-spots-featuring-grammy-winning-laufey-celebrating-fans-on-musics-biggest-night) at the 2024 Grammys. Play ### A recent project you’re proud of. The launch of [“Hilton Saved My Stay,”](https://www.youtube.com/playlist?list=PLLV950EiSCvM1A7THW4y6MHHEO9rUAD46) a three-part comedic content series. It was created in partnership with [TBWA\\Chiat Day\\N.Y.](https://tbwachiatdayny.com/), [1stAveMachine](https://www.1stavemachine.com/) and [10-Minute TikTok](https://www.tiktok.com/discover/how-to-make-your-video-10-minutes-long-with-the-new-update) director [David Ebert](https://www.1stavemachine.com/directors/david-ebert). The series was inspired by real travelers who were in the middle of vacation horror stories when we stepped in to “save” their trips with a Hilton stay. The campaign was inspired by our social engagement and listening strategy that gives back to real travelers when they need it the most. We also more recently launched our [“Stay Like McLaren Racing” suite](https://stories.hilton.com/emea/releases/hilton-stay-like-mclaren-racing-suite) at [The Trafalgar St. James London, ](https://www.hilton.com/en/hotels/lontsqq-the-trafalgar-st-james-london/?WT.mc_id=zINDA0EMEA1MB2PSH3Paid_ggl4ACBI_Brand_Destination5dkt6MULTIBR7EN8i81487387_121126570_71700000119478053&&&&&gad_source=1&gad_campaignid=21555233223&gbraid=0AAAAADnjLGPsk-eGoySdHcPEUDOLXkqKn&gclid=CjwKCAjw6NrBBhB6EiwAvnT_rvME5PH0B9ZNF14RhiIzplepNFdt0Oeo-JR8Woq5sW0ig9tpdrZ1PBoCVlEQAvD_BwE&gclsrc=aw.ds)a motorsport-themed stay experience celebrating our 20 years of partnership with [McLaren](https://en.wikipedia.org/wiki/McLaren). It brings to life the same hospitality we used to welcome the team at our properties around the world, and we were excited to share it with our guests and the ultimate McLaren F1 fans for the [British Grand Prix](https://en.wikipedia.org/wiki/British_Grand_Prix). It follows “Stay Like Wicked” at New York Hilton Midtown and [“Stay Like an Infinite Icon”](https://stories.hilton.com/releases/hilton-invites-guests-to-stay-like-paris-hilton-with-debut-of-stay-like-an-infinite-icon-themed-suites) at The Beverly Hilton. ### Someone else’s work you admired lately. I worked on the reopening of the [Waldorf Astoria New York](https://en.wikipedia.org/wiki/Waldorf_Astoria_New_York) and, in preparation, studied what other luxury brands did. I loved the [“Decades of Confusion”](https://www.youtube.com/watch?v=ihIZVg1-ztM) campaign [Loewe](https://en.wikipedia.org/wiki/Loewe_(fashion_brand)) produced. Play ### Your main strength as a creative person. I’m able to put myself in other people’s shoes and understand how they’re likely to respond in a given situation. ### A mentor who helped you navigate the industry. I owe a lot to [Mark Walker](https://www.linkedin.com/in/defmonk/), who recently retired from [Disney/ESPN](https://en.wikipedia.org/wiki/ESPN). He gave me the confidence to see the opportunity in taking risks and showed me how to lead with kindness, something I continue to admire. ### How you’re paying it forward with the next generation of creatives. At Hilton, we partner with [The Creative Ladder](https://www.creativeladder.org/), an organization that introduces us to so many bright, creative thinkers. I’m also active with [Penn State’s College of Communications](https://bellisario.psu.edu/) and stay involved by mentoring both current and former team members. ### What you’d be doing if you weren’t in advertising. I’d like to design houses. I’ve done it for my own home a few times and enjoy every part of the process—from planning the space and selecting materials to collaborating with the right team. I’d like to do this for others so they can enjoy these spaces as much as I do. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:amy.corr@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Advertising **Tags:** Hilton **Sections:** Community Voices --- ### [For Coachella, Creators, Celebs x Brands Get Into the Act on Social](https://musebyclios.com/creators/creator-corner-coachella-edition-sabrina-carpenter-joe-jonas-marco-zamora/) **Published:** April 13, 2026 **Author:** Christine Champagne **Content:** Major creators and big brands flocked to the first weekend of the quintessentially California music festival Coachella. Despite some [controversy](https://www.nytimes.com/2026/04/12/arts/music/sabrina-carpenter-coachella-apology.html), Sabrina Carpenter slayed as Friday night’s headliner and also fronted a roadside activation for Airbnb; drinks were on Joe Jonas and Aperol Spritz; and two Regular Ass Bitches went viral by serving up the accessible vibes and content people are craving right now. ### It’s Regular Ass Bitches for the Win Two friends—Taylor is behind @yowassupgurll, but I don’t know her friend’s name—who paid their own way to Coachella and proudly refer to themselves as Regular Ass Bitches have gone viral on TikTok because, well, a lot of people don’t relate to many of the influencers who have swarmed the festival, according to the convo happening on social all weekend. (Brands take note!) In their first fit check post, which has more than 4 million likes so far (besting even the most slickly-produced produced creator and brand content), Taylor’s friend reveals that she is wearing a top from Amazon, pants from Target and Dr. Scholl’s because she has plantar fasciitis. “Finally a realistic Coachella OOTD!” one commenter wrote on the post, summing up the views of many other posters. “If more Coachella videos were like this I wouldn’t hate Coachella videos,” wrote another. > [@yowassupgurll](https://www.tiktok.com/@yowassupgurll?refer=embed "@yowassupgurll")Coachella [\#OOTD](https://www.tiktok.com/tag/ootd?refer=embed "ootd") DAY 1 [\#coachella](https://www.tiktok.com/tag/coachella?refer=embed "coachella") [\#day1](https://www.tiktok.com/tag/day1?refer=embed "day1") [\#regular](https://www.tiktok.com/tag/regular?refer=embed "regular") > > [♬ original sound – Taylor](https://www.tiktok.com/music/original-sound-7627257200712452878?refer=embed "♬ original sound - Taylor") ### Sabrina’s Pit Stop Sabrina Carpenter headlined Coachella on Friday night. So it was fitting that Airbnb, which has been working with the pop star since last year, created a cool Sabrina Carpenter-themed pit stop in Indio, Calif., just off Route 111 that was open to the public all weekend. Think vintage cars, slushies, candy-inspired art and merch. And some lucky fans even got to meet the star at the Pit Stop. > [@jasperhewes](https://www.tiktok.com/@jasperhewes?refer=embed "@jasperhewes")I HAVE NO WORDS😭 [\#sabrinacarpenter](https://www.tiktok.com/tag/sabrinacarpenter?refer=embed "sabrinacarpenter") [\#airbnb](https://www.tiktok.com/tag/airbnb?refer=embed "airbnb") [\#coachella](https://www.tiktok.com/tag/coachella?refer=embed "coachella") [\#sabchella](https://www.tiktok.com/tag/sabchella?refer=embed "sabchella") [\#fyp](https://www.tiktok.com/tag/fyp?refer=embed "fyp") @Sabrina Carpenter @airbnb > > [♬ original sound – jasper hewes](https://www.tiktok.com/music/original-sound-7627642596633987854?refer=embed "♬ original sound - jasper hewes") ### Joe Jonas Owes You (and Me) an Aperol Spritz Lots of Coachella attendees felt like Joe Jonas owed them an Aperol Spritz, and that idea didn’t come out of nowhere. There was actually a plane flying over the festival towing a banner that read: “Joe Jonas owes me an Aperol Spritz.” And Jonas, who performed at the festival, popped into the Aperol Spritz activation to the delight of fans, recorded a social media post that finds him in search of a Spritz and even served drinks while he was there. > [View this post on Instagram](https://www.instagram.com/reel/DXASi-tkc4k/?utm_source=ig_embed&utm_campaign=loading)[A post shared by J O E J O N A S (@joejonas)](https://www.instagram.com/reel/DXASi-tkc4k/?utm_source=ig_embed&utm_campaign=loading) ### Harry Daniels Has the Worst Voice But the Best Vibes Just two weeks after an awkward encounter with John Cena, who clearly wasn’t in the mood to hear him sing, Harry Daniels found a more appreciative celebrity audience for his famously “bad singing to celebrities” schtick at Coachella. And, frankly, I was happy for him. After performing an excruciatingly awful rendition of Whitney Houston’s “I Will Always Love You” for Bowen Yang and Matt Rogers, they kindly thanked him for the “gift” and gave him a hug, though surely their ears were bleeding. > [View this post on Instagram](https://www.instagram.com/reel/DW_-T6gAtzL/?utm_source=ig_embed&utm_campaign=loading)[A post shared by Harry Daniels (@hrrydaniels)](https://www.instagram.com/reel/DW_-T6gAtzL/?utm_source=ig_embed&utm_campaign=loading) ### Marco Zamora Makes Himself at Home at Coachella Not everyone can afford a midcentury mansion like the one Kylie Jenner rented for the weekend. Zamora certainly could not. So, he glamped at Coachella, renting two camping spaces and using his creativity as an interior designer to create a temporary but homey space for the three-day weekend. He essentially created an apartment within a tent, complete with a convertible sofa bed, a rug and a wooden dining table. He even had overhead lighting and a ceiling fan. And he put together this space on a budget, mostly using stuff he already had at home. Some people thought he went too far. To them, I say, why wouldn’t you make yourself at home? > [@want.zamora](https://www.tiktok.com/@want.zamora?refer=embed "@want.zamora")Coachella camping ⛺️ > > [♬ original sound – Marco Zamora](https://www.tiktok.com/music/original-sound-7626904559532657421?refer=embed "♬ original sound - Marco Zamora") ### Maximilian Rochford Imagines Costco at Coachella While Velveeta, Costco and Kleenex were not present at Coachella, clever creator Maximilian Rochford creates a world in which these everyday staples not generally associated with music festivals were at the event with brand activations. Seriously, though, how about we get Costco there next year? They could sign a brand deal with the Regular Ass Bitches! > [@maxrochford](https://www.tiktok.com/@maxrochford?refer=embed "@maxrochford")These brand activations 😭 [\#coachella](https://www.tiktok.com/tag/coachella?refer=embed "coachella") > > [♬ original sound – Maximilian](https://www.tiktok.com/music/original-sound-7627203295840357151?refer=embed "♬ original sound - Maximilian") ![author avatar](https://secure.gravatar.com/avatar/bca57dd4723116a5018776272ebed389875689a3404acf351677240c4d746cec?s=300&d=mm&r=g) Christine Champagne [See Full Bio](https://musebyclios.com/author/christine-champagne/) [ ](https://musebyclios.com/author/christine-champagne/) **Categories:** Creators **Tags:** coachella, Joe Jonas, Sabrina Carpenter **Sections:** Entertainment, Trending --- ### [What World Cup Advertisers Can Learn from the Super Bowl and Olympics ](https://musebyclios.com/musings/what-world-cup-advertisers-can-learn-from-the-super-bowl-and-olympics/) **Published:** April 13, 2026 **Author:** Amy Corr **Content:** The Super Bowl—and soon the World Cup—are emotional cultural moments. After testing 600+ Super Bowl ads, we’ve found that longterm brand impact comes from emotionally-driven creative built for the moment and its audience—not just placed around it. If the Super Bowl teaches us anything, it’s this: When brands show up with intention—rooted in meaning, not just media weight—they unlock results that last far beyond the final whistle. The World Cup only amplifies that opportunity. These patterns reveal clear lessons for brands preparing for soccer’s biggest stage. **Know Your Audience** Super Bowl ad winners understand that the Big Game is a cultural event. It’s not just football fans tuning in, it’s a social occasion where non-fans show up. The same goes for the World Cup and the Olympics. People who wouldn’t normally watch sports tune in to be part of the cultural extravaganza. That’s why it’s important to develop creative that resonates with a broader audience, while still showing why the brand belongs in the game. World Cup takeaway: Honor the fans but speak to the broader audience. **Lead with emotion—keep it simple, human, and memorable** In our testing, the strongest Super Bowl performers spark clear, immediate feelings—usually joy, warmth or inspiration—and resolve tension on a positive note. That’s why heartfelt ads like the [NFL’s remake](https://www.youtube.com/watch?v=A17O7CyXoMg) of a classic Mr. Rogers song consistently outperform spots that lean into edgier humor or cleverness. The Mr. Rogers song was a childhood staple for generations of viewers, so there’s major nostalgia in play. But also, it’s delightful to see athletes singing the song to adoring kids. It generates a halo effect for the whole night. And it also gives the NFL a chance to mention its mission of removing barriers to opportunity without making that the pivot for the whole ad. World Cup takeaway: Let emotion be your universal language. It makes an impact. **Use celebrities and characters with purpose** Celebrities can amplify attention—but only when they naturally fit the brand and story. Kurt Russell was a strong example at the Big Game. His Miracle‑era coach persona made him a seamless choice for [Michelob Ultra’s SB spot](https://www.youtube.com/watch?v=kLTPk65sfw4) tied to the Winter Olympics. While the Super Bowl and World Cup offer huge reach, dedicated fan communities can be just as influential. These audiences respond strongly to authentic talent choices, cultural nuance and references that reflect their world. Novartis showed how powerful this can be. Its [prostate‑cancer awareness campaign](https://www.youtube.com/watch?v=lMTcZb48aVU) used NFL figures like Bruce Arians and Rob Gronkowski to deliver a memorable message encouraging men to “relax their tight ends,” combining clever wordplay with relevant athlete participation. This reflects System1’s Sport Dividend: fans’ positive feelings about sports spill over to brands that show up meaningfully. The same logic applies to brand characters—Budweiser’s Clydesdales and Red Bull’s animations endure because they support the story rather than distract from it. **Build a system, not a single spot** The Super Bowl is one night; the World Cup is a month. The strongest campaigns use a simple idea that adapts across formats and markets while keeping brand assets consistent—whether through a master film, local edits, creator content, social cut‑downs, OOH or match‑day activations. Lay’s [“Little Farmer”](https://www.youtube.com/watch?v=gmzklpZFNiE) spot, our top‑ranked Super Bowl ad of 2025 with a 5.9‑Star score, is a great example. It didn’t end on game day. It ran for months, extended into social and retail and continued its emotional thread with [“The Last Harvest.”](https://www.youtube.com/watch?v=EBnLXlvrNng) Paired with tactics like the 72‑hour free‑bag challenge and in‑store displays, Lay’s created a cohesive, long‑running system. World Cup takeaway: Build work that evolves throughout the tournament while staying consistent and recognizable. **The opportunity is bigger than the moment** The Super Bowl may be the “Oscars of Advertising,” but the World Cup and Olympics provide global opportunities—stages where brands can build memory, meaning and momentum at unprecedented scale. Looking back at the Milano Cortina Olympics in February, we saw powerful examples of how truly global advertising must adapt to different cultural contexts. Visa, for example, partnered with athletes from a range of countries including [Mikaela Shiffrin](https://www.youtube.com/watch?v=KupCJR8lLY8) and Italy’s [Sofia Goggia](https://www.youtube.com/watch?v=SBKMP_cEFLk) for its “On the Journey” campaign. While the overarching message stayed consistent, Visa tailored its creative to the nuances of each market. By featuring athletes familiar to local audiences and adjusting the storytelling to reflect what resonates emotionally in different countries, Visa demonstrated that fans do not engage with sports or with brands in the same way everywhere. This kind of nuanced, market-by-market testing is essential for campaigns that strive to feel global while still connecting authentically at a local level. The advertisers who win won’t be the ones who shout the loudest. They’ll be the ones who show up the most intentionally: for fans and for culture. And if the Super Bowl has taught us anything, it’s that thoughtful, emotionally intelligent creative doesn’t just win the moment. It wins long after the tournament ends. ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Musings **Tags:** Olympics, Super Bowl, System1, World Cup **Sections:** Entertainment, Trending --- ### [Vibe Coding Heats Up for Creators](https://musebyclios.com/musings/vibe-coding-the-rise-of-the-creator-builder/) **Published:** April 10, 2026 **Author:** David Gianatasio **Content:** Vibe coding isn’t a trend, it’s a new creator class and a new way for brands to build, express and operate. The numbers signal a shift already underway: the vibe coding market is estimated at [$4.7 billion](https://www.taskade.com/blog/state-of-vibe-coding). 87 percent of Fortune 500 companies have [adopted](https://www.secondtalent.com/resources/vibe-coding-statistics/) at least one vibe coding platform. And platforms like Lovable report over [200,000 new projects](https://www.businessinsider.com/lovables-hit-400-million-arr-doubling-in-a-few-months-2026-3) created daily. Sam Altman has [predicted](https://www.businessinsider.com/lovables-hit-400-million-arr-doubling-in-a-few-months-2026-3) the rise of one-person billion-dollar companies, or “one-person unicorns.” At this scale, it’s no longer experimentation. It’s the new normal. Vibe coding tools like Lovable and Claude are turning creators into builders—people who create from instinct, not engineering. This expands their output from content into products, tools, and utilities. Creator-builders may be the next breakout force in the creator economy, where taste, creativity, and imagination, not technical skill, determine what wins. This transformation unlocks new opportunities for brands. Companies and their teams are already leveraging vibe coding in small but impactful ways, from reinventing SOPs through tools that automate tasks and boost productivity, to larger builds like the Brand Insights AI [GEO product](https://www.adweek.com/media/ad-agencies-embrace-vibe-coding/#:~:text=One%20example%20is%20Havas's%20Brand%20Insights%20AI%2C,generates%20prompts%20based%20on%20a%20client's%20brand) created with Claude Code and Replit. But the bigger opportunity hasn’t been seized yet. In the creator economy, a new model is emerging: brands partnering with creator-builders to develop ecosystem products—lightweight apps, interactive tools, functional utilities—while simultaneously generating content that showcases creativity in action. Vibe coding is already changing how creators work. They’re building in public, turning ideas into functional tools at speed. The [\#buildinpublic](https://www.instagram.com/explore/search/keyword/?q=%23buildinpublic) hashtag has surpassed 320K mentions on Instagram. Creators like [@meshtimes ](https://www.instagram.com/meshtimes/)(550K+ followers) share what they’ve built, teach how they built them, and document the process, from Thai lesson apps to [outfit generators](https://www.instagram.com/p/DARdL9uS47R/) to advent calendars. Others are building financial trackers, fitness planners and [life advice experiences](https://www.instagram.com/p/DWFlpotCWn9/). The behavior is established. The audience is there. Brand behavior hasn’t caught up, and that gap is the opportunity. The brands that win will think beyond “creator content” and instead co-create utility and delight together. Consider what’s possible: - A beauty brand building a skincare routine generator with a creator. - A fitness brand co-developing a personalized training planner. - A fashion brand launching a closet organizer and style-matcher. - A financial brand creating an expense tracker or budgeting tool. These are not just content or campaigns. They are lightweight products that live beyond a post and can still be posted about. Creativity is evolving from storytelling to building. Vibe coding shifts creator value from posting about a brand to making something for it. That’s a win for brands, creators and audiences alike. So, what are you going to vibe code with a creator? ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Creators, Musings **Tags:** AI, Open Influence **Sections:** Community Voices --- ### [Amstel Campaign, Shot Without Permission, Proves Real Friendship Can't Be Faked](https://musebyclios.com/advertising/amstel-campaign-shot-without-permission-proves-real-friendship-cant-be-faked/) **Published:** April 10, 2026 **Author:** Amy Corr **Content:** There are no forced smiles or AI in this OOH campaign for Amstel. The joy, smiles and laughter caught on camera are real, because they were “Shot Without Permission.” Once footage was obtained, those photographed were approached for their consent. Here’s a video explaining everything: Play From INGO (part of the Ogilvy Group network) and photographer Javier Tles, the friends enjoying the brand’s lager is authentic, like the two friends who founded Amstel more than 150 years ago. “We treated this as documentary photography, not advertising,” says Tles. “Nothing was directed or staged. By stepping back and letting moments unfold, we were able to capture something far more honest—interactions and feelings as they exist in real life, not as they are usually presented.” ![](https://cdn.musebyclios.com/wp-content/uploads/2026/04/10093315/Amstel1-1024x576.jpg)As an extension of the campaign, those who recognize themselves in campaign placements in the wild are encouraged to come forward and claim a year’s supply of Amstel. “To portray genuine friendship, we had to momentarily break every rule in marketing. No casting. No script. No consent. We decided to shoot first and ask for permission later. The results speak for themselves,” says Daniel Fisher, global CCO at INGO. ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Advertising **Tags:** Amstel, Ingo **Sections:** Trending --- ### [Sports Betting Brand Stages Robot Soccer Romp](https://musebyclios.com/sports/industrial-robots-excel-at-soccer-in-spot-for-sports-bettor/) **Published:** April 10, 2026 **Author:** David Gianatasio **Content:** In the :45 below, a bunch of industrial bots scrawl numbers on their breastplates and indulge in a spirited game of soccer. Productivity tumbles. On the plus side, these automatons aren’t subjugating humans. That’s something. La Maison Créative Justement crafted the work for French sports gaming platform Unibet. “During the development of the campaign, we explored multiple creative routes to bring this film to life,” agency co-founder and managing director Nathalie Cortial tells Muse. “While AI was naturally part of the conversation, we chose to shoot in a real location to ground the film in realism and authenticity.” “Setting the film in a large warehouse strengthens this immersion: a raw, authentic space that allows for dynamic staging, playing with scale, aisles, boxes and light, bringing a true cinematic dimension.” Real soccer players took part “to achieve accurate, natural movement,” she says. The robots were then designed in 3D and added in post-production. “This approach allowed us to tackle the campaign’s key challenges,” such as staging an immersive spectacle and bringing the relationship between bots and humans to life. [Dorian Langenbach and Daniel Titz](https://doriandaniel.com/) direct with appropriate future-schlock whimsy through Wanda Productions. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/04/10080124/robo3.jpeg) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Sports **Tags:** La Maison Créative Justement, Unibet **Sections:** Entertainment, Trending --- ### [Ahmed Diabate of Duetti on Putting Capital in Artists' Hands](https://musebyclios.com/2-minutes-with/ahmed-diabate-of-duetti-on-putting-capital-in-artists-hands/) **Published:** April 12, 2026 **Author:** Shahnaz Mahmud **Content:** [Ahmed](https://www.linkedin.com/in/adiabate/), aka AD, serves as a senior A&R, artist engagement exec at Duetti, empowering creators through deals for music rights, catalog management and strategic marketing. To date, he has distributed over $20 million to support artists such as Mario, UnoTheActivist and IDK. AD is also a partner at Integral Studio, a culturally-driven digital marketing agency contributing to projects involving SZA’s multi-platinum album Ctrl, Travis Scott, Future and Metro Boomin. Previously, he was director of innovation and GM at Era of an Engineer, an initiative founded by Young Guru aimed at increasing access to music, technology and engineering education for people of color. We spent two minutes with AD to learn more about his background, his creative inspirations and recent work he’s admired. # AD, tell us … ### Where you grew up, and where you live now. I am a proud first-generation American with both of my parents hailing from Côte d’Ivoire. For the most part I grew up in Central Massachusetts, a small town outside of Worcester called [Holden](http://holden.on/). The other part of my life involved spending many summers from grades 3 to 12 in Atlanta with my cousins. The stark differences of living in a predominantly white neighborhood and then spending formative summers in Atlanta’s wealth of diversity has shaped me into the person I am today. ### Your earliest musical memory. When I was about 4 years old, I loved [Bob Marley ](https://en.wikipedia.org/wiki/Bob_Marley)because of my dad. He would break down the lyrics and tell me why Marley’s message was so important. What stuck out the most was that he chose to learn English over other languages because he wanted to understand what Marley was saying. That powerful effect of music is likely what drove me to my career path. ### Your favorite bands/musicians today. [Jay-Z](https://en.wikipedia.org/wiki/Jay-Z), [Kendrick Lamar](https://en.wikipedia.org/wiki/Kendrick_Lamar), [Lauryn Hill](https://en.wikipedia.org/wiki/Lauryn_Hill), [Milky Chance](https://en.wikipedia.org/wiki/Milky_Chance), [Frank Ocean](https://en.wikipedia.org/wiki/Frank_Ocean), [Tame Impala](https://en.wikipedia.org/wiki/Tame_Impala) ### One of your favorite projects you’ve ever worked on. Here are two. [Birds in the Trap Sing McKnight](https://www.youtube.com/watch?v=Tcz3aN5gWcU) by [Travis Scott](https://en.wikipedia.org/wiki/Travis_Scott). My team was responsible for building out the site to complement the album. It was the first 3D immersive website in hip-hop. It served as Travis’ first merch store, which ultimately became the home to his brand [Cactus Jack](https://en.wikipedia.org/wiki/Cactus_Jack_Records). We bundled the merch with the album, which reached No.1 on [Billboard](https://en.wikipedia.org/wiki/Billboard_(magazine)). We were the first people in hip-hop to use pixels to amplify the targeting on ads to go No.1. [Look At Me by XXXTentacion](https://www.youtube.com/watch?v=wJGcwEv7838). I was the music video producer for one of [X](https://en.wikipedia.org/wiki/XXXTentacion)’s biggest songs. The crazy thing is, it was my first time working behind a camera and the record was already mega-huge. We tackled some sensitive topics which are still relevant surrounding police brutality and the stark differences in the white and Black experiences in America. This project gave me the cinema bug and has continued to inspire me to do things outside of my comfort zone. Play ### A recent project you’re proud of. My favorite part of what I do is putting cash into the hands of independent artists. Last year alone, I directly put over $11 million into the pockets of indie artists through Duetti. No one artist I worked with felt more important than the other because that capital helped them get out of homelessness, invest in real estate, buy themselves out of bad deals and even pay medical bills. That is super rewarding to me. ### One thing about how the music world is evolving that you’re excited about. I love this trend towards independence. I don’t think all artists need to be, or even should be, independent. But there is more of a narrative around artists having a say in their careers—which is dope to me. There was a time where artists couldn’t pick their own singles, record the songs they wanted to, or know where their money was going and why. I love that artists have a better understanding of their contracts, know what they need from a partner and can access resources to learn whatever they choose. ### Someone else’s work, in music or beyond, that you admired lately. [Pharrell ](https://en.wikipedia.org/wiki/Pharrell_Williams)has been super inspiring. I’ve always been fascinated by polymaths—especially when their talents are on full display. From what he’s doing at [Louis Vuitton](https://en.wikipedia.org/wiki/Louis_Vuitton) to EP-ing [Clipse’s](https://en.wikipedia.org/wiki/Clipse) album, and his charity work, it’s inspiring to see people uninhibited by societal labels dance through life. ### A book, movie, TV show or podcast you recently found inspiring. I recently read [Black Capitalists: A Blueprint for What Is Possible](https://www.penguinrandomhouse.com/books/746827/black-capitalists-by-rachel-laryea-phd/) by [Rachel Laryea](https://rachellaryea.com/), and it was phenomenal. She breaks down her definition of a Black capitalist, which is someone who leverages the tools of capitalism to enrich the lives of other Black and Brown people. This has long been a life goal of mine. The way Rachel wrote the book was so eloquent. ### An artist you admire outside the world of music. [Tremaine Emory](https://en.wikipedia.org/wiki/Tremaine_Emory), founder of [Denim Tears](https://denimtears.com/?srsltid=AfmBOorwyL-M6g38x7TuZQufISW0pJ_M9AZi2oo6xdm82csF68ntjLQP). The best art makes you feel something. His art makes me feel even more proud to be a member of the African Diaspora. His clothing is a statement and a celebration at the same time. ### Your favorite fictional character. [Don Draper](https://en.wikipedia.org/wiki/Don_Draper) in [Mad Men](https://en.wikipedia.org/wiki/Mad_Men)—perfectly flawed. ### Someone worth following on social media. [@shoppeblack ](https://www.instagram.com/shoppeblack/) ### Your main strength as a marketer/creative. My ability to connect with people where they are at. ### Your biggest weakness. When I’m into something I tend to go into a deep rabbit hole. ### What you’d be doing if you weren’t in the music business. Helping people, potentially through investing. So many people feel hopeless because of a lack of access to capital and resources. I’d love to change that. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:michael.kauffman@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Advertising, Music **Tags:** Duetti **Sections:** Community Voices, Entertainment --- ### [What Entertainment Brands Can Learn From the WNBA](https://musebyclios.com/musings/what-entertainment-brands-can-learn-from-the-wnba/) **Published:** April 10, 2026 **Author:** David Gianatasio **Content:** With 160,000 songs uploaded to Spotify daily and every label chasing the same No.1, entertainment brands are struggling to stand out. Ask someone what makes a Netflix original different from an Amazon or Apple original, and most wouldn’t know. Meanwhile, [the WNBA was named the fastest-growing brand in the U.S.](https://www.warc.com/en/feed/wnba-takes-top-spot-for-fastest-growing-brand-in-us--80b59652eb4546e3ab3e10e4e8c79fd3), the first time a sports league had ever topped that list. It will expand from 13 to 18 teams by 2030. In partnering with one of those teams, we’ve seen that growth come from a long-term focus that many entertainment brands are missing. While they’re chasing the next hit show or No.1, the WNBA is asking how the league looks in five or 10 years and making decisions based on that calculation. Play WNBA Season 30: ‘Raising Goats’**League first, hero second** The traditional playbook in both sports and entertainment has always been the same: find your hero, build around them, hope people follow. Ronaldo, Messi, LeBron—it typically orbits one person. The WNBA flipped that with [“Welcome to the W,”](https://www.youtube.com/watch?v=4zi64nhVjho) a brand platform that holds everything together above any single player or franchise. So, when one team wins the league wins, and when one player breaks through the whole thing grows. Its 2025 campaign, [“Viewer Discretion,”](https://www.marketingbrew.com/stories/2025/05/16/wnba-viewer-discretion-2025-campaign) builds on the same idea, selling the league as a whole, with the individual players as proof points. Through this strategy, the WNBA has also mastered the art of engaging fans beyond the game itself. **Give fans the full picture** The challenge for most entertainment brands is they either lean all the way into the content or all the way into its stars, and neither builds a lasting relationship. Who’s Netflix’s talent? Who are the people behind an Apple original? People want to know who’s behind the scenes making the thing. Formula 1 does this so well with Drive to Survive. Yet, most entertainment brands show the output without explaining the process. It’s the same problem agencies have, this idea that you can let the work do the talking. The WNBA has taken the opposite approach, building an always-on rhythm of storytelling that keeps fans invested between games through behind-the-scenes, locker room and off-court content. When CMO Phil Cook joined from Nike five years ago, the league would go dormant after the finals. Now, that’s completely changed, with fans treated to year-round engagement. **Let brand run the room** When we worked with Atlantic Records on “Music to Movements” ahead of their 70th anniversary, the label had been stuck in that short-term cycle: did we get the No.1? But the artists building real, lasting businesses—people like Fred again.. and Charli XCX—weren’t topping charts, they were building fandom. What kept coming through in our research was that Atlantic was at its best when it was building movements, not chasing moments. [“Music to Movements” ](https://explorers-club.studio/works/atlantic-records-identity/)became something they used in internal meetings, in new artist conversations, and in how they re-signed Ed Sheeran. The question became “what movement are we creating?” brand as something that runs the decisions. The WNBA operates with that same logic, and that’s the piece most entertainment brands are missing. Brand stays at the layer of the campaign or the design system, when it should be shaping how you show up on social, how you run press, or how you brief a partnership. Ultimately, the question is whether people will still care about what you’ve built in 20 years. The WNBA understood that from the start, and it’s the reason they’re growing while so many entertainment brands are still measuring success one release at a time. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings, Sports **Tags:** Explorers Club, WNBA **Sections:** Community Voices, Entertainment --- ### [Golden State Warriors' Cristina Pandol on the NBA Team's Documentary Series](https://musebyclios.com/2-minutes-with/golden-state-warriors-cristina-pandol-on-the-teams-documentary-series/) **Published:** April 11, 2026 **Author:** Shahnaz Mahmud **Content:** [Cristina](https://www.linkedin.com/in/cpandol/) is the executive creative director of the Golden State Warriors. We spent two minutes with Cristina to learn more about her background, her creative inspirations and recent work she’s admired. # Cristina, tell us … ### Where did you grow up, and where do you live now? My dad is an international table grape farmer who followed the agricultural harvest. So, he usually spent four months in California’s Central Valley, four months in Mexico and four months in Chile every year. I was born in Santiago, and grew up spending eight months in California and four months in Chile annually. While I still claim Los Angeles as home, I now live in San Francisco. ### What is your earliest sports memory? [Marcelo Rios](https://en.wikipedia.org/wiki/Marcelo_R%C3%ADos) defeating [Andre Agassi ](https://en.wikipedia.org/wiki/Andre_Agassi)in the final of the [Miami Masters in 1998](https://en.wikipedia.org/wiki/1998_Lipton_Championships). ### Who are your favorite sports team(s)? I’m loyal to my [USC Trojans](https://en.wikipedia.org/wiki/USC_Trojans_football) and both the [Croatian](https://en.wikipedia.org/wiki/Croatia_national_football_team) and [Chilean National](https://en.wikipedia.org/wiki/Chile_national_football_team) Soccer Teams during the [World Cup](https://en.wikipedia.org/wiki/FIFA_World_Cup). ### Who are your favorite athlete(s)? [Shaquille O’Neal](https://en.wikipedia.org/wiki/Shaquille_O'Neal) ### What is your favorite sports movie and/or show? Movie: [Moneyball](https://en.wikipedia.org/wiki/Moneyball_(film)) (2011) is my favorite because I love seeing statistics face off against intuition. Also up there: [King Richard ](https://en.wikipedia.org/wiki/King_Richard_(film))(2021), [Rudy](https://en.wikipedia.org/wiki/Rudy_(film)) (1993), [Love & Basketball](https://en.wikipedia.org/wiki/Love_&_Basketball) (2000),[ Concussion](https://en.wikipedia.org/wiki/Concussion_(2015_film)) (2015) and TV: [Ted Lasso ](https://en.wikipedia.org/wiki/Ted_Lasso)(2020). ### What is your favorite sports podcast or news show? [SBJ](https://www.sportsbusinessjournal.com/)‘s [Morning Buzz](https://www.sportsbusinessjournal.com/daily/morning-buzz/) and [ESPN](https://en.wikipedia.org/wiki/ESPN)‘s [Pardon the Interruption](https://en.wikipedia.org/wiki/Pardon_the_Interruption). ### What is your favorite sports video game, if you have one? [Duck Hunt](https://en.wikipedia.org/wiki/Duck_Hunt)—I consider shooting a sport—but[ SSX Tricky](https://en.wikipedia.org/wiki/SSX_Tricky), [Gran Turismo](https://en.wikipedia.org/wiki/Gran_Turismo_(series)) and [Mario Tennis](https://en.wikipedia.org/wiki/Mario_Tennis) were childhood favorites. ### What is a recent project you’ve been part of that you’re proud of? In the last year, several projects have been incredibly meaningful for different reasons. These include the Warriors’ long-form episodic documentary, [First in 40: The Story of the 2014-15 Warriors](https://www.youtube.com/watch?v=C9Q6GzxXUHw); the brand identity creation and launch of the [Golden State Valkyries](https://en.wikipedia.org/wiki/Golden_State_Valkyries); and the recolored [Town Edition ](https://www.nbc.com/nbc-insider/golden-state-warriors-city-edition-the-town-jerseys-explained)jersey. Play ### Can you share someone else’s recent work that you admire? I’ve been blown away by the work coming out of [BigTime Creative Shop](https://bigtime.sa/) in Riyadh. And I always have my eye on what [Liquid Death](https://en.wikipedia.org/wiki/Liquid_Death) is doing because they’re keeping us all on our toes. ### What can sports do that nothing else can? A sporting event is the only time you can walk into a building with 10,000+ strangers and, simply by wearing the right color shirt and a smile, suddenly find yourself in a community. In a world that is so digital and often feels lacking in personal connection, sports provide that bond and welcome anyone to become a fan at any stage of life or level of knowledge. ### What would you be doing if you weren’t working in the sports space? I have a secret desire to be a certified master gardener. Which is a bit delusional, since I’ve always lived in city centers without a yard. Potted houseplants are as close as I get for now. So I’ll stick with sports. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:maher.labban@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Advertising, Sports **Tags:** Golden State Warriors **Sections:** Community Voices, Entertainment --- ### [A Tale of 2 C-Suite Taste Tests: McDonald's vs. Burger King](https://musebyclios.com/musings/a-tale-of-2-c-suite-taste-tests-mcdonalds-vs-burger-king/) **Published:** April 9, 2026 **Author:** David Gianatasio **Content:** By now you’ve seen it. McDonald’s CEO Chris Kempczinski (already recovering from a viral burger bite), sat down with the Wall Street Journal to set the record straight. He bit into a McNugget on camera. The [internet was not impressed](https://musebyclios.com/advertising/mcdonalds-ceo-grilled-by-interwebs-again/). “Damage control not working,” one commenter put it. Hard to argue. But here’s the question that actually matters to me as a marketer: Why did they do it again? The original burger bite moment wasn’t exactly a quiet stumble. It went viral. The reaction was immediate, measurable and overwhelmingly negative. In 2026, that kind of audience signal does not take weeks to surface. Breakthrough, brand linkage and message communication are the metrics that tell you whether a moment actually landed. In 2026 they are trackable in real time. Which raises the real question. Did anyone look? The contrast with Burger King makes the point sharply. At this year’s Oscars, BK ran an ad featuring its own president in a taste test format but it hit different—way different—and people noticed. > [@fashionhousetok](https://www.tiktok.com/@fashionhousetok?refer=embed "@fashionhousetok")Burger King CEO takes a big bite of a Whopper in new video after McDonald’s CEO went viral for reluctantly nibbling the chain’s new Big Arch Burger. > > [♬ Blade Runner 2049 – Synthwave Goose](https://www.tiktok.com/music/Blade-Runner-2049-6839324086548563969?refer=embed "♬ Blade Runner 2049 - Synthwave Goose") But here’s the deal: the BK ad was already in production as part of a longer-term brand reset. The timing with the fast food social media firestorm was partly luck. But that’s exactly the point. The ad worked because it was rooted in a coherent brand strategy, not designed to manage a crisis. It tapped into a cultural conversation that was already happening and showed up on one of the biggest stages of the year with creative that felt confident rather than defensive. And therein lies the gap. Authenticity is not a tactic you deploy in response to a problem. Audiences can tell the difference between a brand moment that is genuine and one that is trying to fix something. We collectively have access to data which consistently confirms what most of us already know intuitively: a brand’s image suffers when a it acts out of defensiveness rather than confidence. And no, before you ask, taste tests on camera aren’t a bad idea across the board. But it’s time we recognize that impact and measurement exist for a reason and are absolutely critical. Before you repeat a move that already failed, look at what the data is telling you and read the room. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings **Tags:** Burger King, McDonald's **Sections:** Community Voices --- ### [McDonald's CEO Fried by Interwebs—Again](https://musebyclios.com/advertising/mcdonalds-ceo-grilled-by-interwebs-again/) **Published:** April 8, 2026 **Author:** David Gianatasio **Content:** Memo to McDonald’s CEO Tim Kempczinski: Open your mouth, insert a large quantity of branded food, chew vigorously. And slap a smile on your C-suite kisser! A few weeks back, Timbo famously couldn’t manage any of that and the Web [lost its stuff](https://www.instagram.com/chrisk_mcd/reel/DUTZ_ilDl41/?hl=en) when he pitifully sampled a Big Arch burger. This time, the culprit’s a golden-fried McNugget: > [View this post on Instagram](https://www.instagram.com/reel/DW1ZEJIExWL/?utm_source=ig_embed&utm_campaign=loading)[A post shared by The Wall Street Journal (@wsj)](https://www.instagram.com/reel/DW1ZEJIExWL/?utm_source=ig_embed&utm_campaign=loading) WSJ host Tim Higgins scarfs his down with zest, like a true journalist. (These are hungry times in the biz.) Tim, for a brief second, almost seems to forget what the item’s called. Then he takes a dainty bite and makes a weird face. Naturally, the clip’s going viral as users berate the bossman with no mercy. Dude: Tear that thing apart and let sauce drip down onto your sleeve. Work it! Then again … some say there’s no such thing as bad publicity. Maybe this is intentional anti-marketing, genius stuff on a new level. More likely, Tim’s just a clown. Like what’s-his-name. So many *many* user comments to choose from. Quite a few like this: “He hates the food, he can’t fake it” and “The nugget bite was worse than the burger one.” Also a fair share along the lines of: “Bro can’t one-shot a nuggie like the rest of us?” Summing up the sorrow of Fast Food Nation: “Can we never see him again pls.” My personal fave, though, and a fitting final thought: “Feed him numbers on a spreadsheet.” ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** McDoanld's **Sections:** Trending --- ### [How the TheRealReal and Team One Made an AI Mini-Epic](https://musebyclios.com/musings/inside-the-making-of-therealreals-last-real-man/) **Published:** April 9, 2026 **Author:** David Gianatasio **Content:** There’s a strange tension right now. We’ve never been better at creating things that look real, yet less certain of what actually is. We live in a world where “fake” dominates. Fake News. Fake Movies. Fake Actors. Fake fashion. Some disparage seemingly premium items as [“superfakes.”](https://ipbusinessacademy.org/superfakes-the-new-level-of-deception) Against that backdrop, there’s a growing desire for something *real*. “L’ultimo Uomo Reale” (“The Last Real Man”) started from this premise. Not from a desire to use AI because it’s new or efficient, but because it’s increasingly indistinguishable. When everything can look authentic, the more interesting question becomes: What is? There is still one place dedicated to answering that question: [The RealReal](https://www.therealreal.com/?utm_source=googlesearch&utm_medium=sem&utm_campaign=Google%5FSearch%5FBrand%5FDemand%5FUSA%5FHV%5FExact&utm_adgroup=HV_-_The_Real_Real&utm_content=706728457911&gad_source=1&gad_campaignid=21494279973&gbraid=0AAAAADh84nNx7g_tkcPY9JhI8SD1KEQuv&gclid=CjwKCAjwnN3OBhA8EiwAfpTYeg1i66N8a1XyFRWeOyWpXYfWwsj80jDBQGN96YT9lsI_LlZqJl2VEhoChcgQAvD_BwE), one of the most trusted names in authenticated luxury resale. They combine human expertise with advanced technology, physically inspecting every item before it is sold. And so, “L’Ultimo Uomo Reale” was born–a short film about an AI character trying to convince us of his reality, as he encounters ever more aggressive tech glitches. Finally, his entire faux-world collapses to reveal that the only real thing in this film was the ever-present leather bag. Play We worked with visionary director and master storyteller, Sebastian Strasser and his production company Lipstick, one of the first studios pushing boundaries and redefining what AI filmmaking can be. It was important that our film had a human lens and riveting story. The last thing we wanted to do was to create more low-quality AI slop. Instead, we strove to craft a tasteful treatise that pulled people in and made them believe in our protagonist. That meant approaching AI the way you would flesh-and-blood filmmaking. We carefully selected locations, wardrobe and styling. We focused on the actor’s performances plus elements of lighting, camera movement and hundreds of creative details. We spent a large amount of time creating our protagonist Vincent—a relatable, handsome affluent twenty-something French hipster, living his best life in New York City. He talks about reconnecting with his humanity. About wanting something real in a world that increasingly feels performative. In other words, he is dealing with what so many people are dealing with right now, even the fear of AI. His monologue was carefully written to sound less like a script and more like the way people actually speak when they’re trying to make sense of the moment they’re living in. Because if the audience didn’t believe in Vincent, the film wouldn’t work. The one thing that stayed real At the center of it all is a single, grounding truth—the bag is real. Every scene originated from photographs of the physical bag, the same one used in the live-action green screen sequence. Those images were converted into digital assets, then extended and woven into the film using compositing, VFX, CGI and AI. In the end, everything falls apart. The illusion. The world. The man. And we conclude in a traditional setting with a crew filming the actual bag from The RealReal. Maybe that’s why this story feels so relevant right now. When anything can be made to look real, the real thing doesn’t just matter more. It becomes the ultimate luxury. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Behind the Scenes, Musings **Tags:** AI, therealreal **Sections:** Community Voices --- ### [Why Every Brand Needs a Nemesis](https://musebyclios.com/musings/why-every-brand-needs-a-nemesis/) **Published:** April 10, 2026 **Author:** David Gianatasio **Content:** As humans, we love to dislike something together. It gives us a sense of belonging, a reason to pick sides and something worth being passionate about. It’s probably how you ended up best friends with someone you met five minutes ago because you both feel way too strongly about Diet Coke. Suddenly, you’re 30 minutes deep into a conversation, you’ve missed your 1:1 with your manager and you’ve somehow landed on the conclusion that Aspartame-maxxing is fine for your health. Coca-Cola has given me nothing financially for this kind of loyalty. But what actually defines my love for Diet Coke is my ability to dislike Pepsi with equal passion. Which raises the question: Why do I need to hate Pepsi in order to love Diet Coke? Sociologist Georg Simmel [said it best](https://www.psychologytoday.com/us/blog/the-big-questions/201110/enemies-enhance-the-meaning-of-life): “nothing unites people quite like a common enemy.” The moment something gets named, people take sides. And the act of choosing a side is often more powerful than the thing itself. That instinct is exactly why the idea of a “brand enemy” is so relevant right now. Pepsi [played](https://musebyclios.com/super-bowl/in-big-game-taste-test-a-polar-bear-picks-pepsi-over-coke/) with the Coke bear and let people connected the dots. Burger King and Wendy’s never had to name McDonald’s to tap into the [CEO burger moment](https://musebyclios.com/musings/a-tale-of-2-c-suite-taste-tests-mcdonalds-vs-burger-king/). [Anthropic](https://musebyclios.com/super-bowl/anthropic-wins-super-clio-for-best-ad-in-the-big-game/) simply said, “You hate ads too? Great, we’re the ones who don’t have them.” The indirect approach is the point. Instead of saying, “I prefer Wendy’s over McDonald’s,” the choice becomes something bigger than a meal. It carries cultural weight because it’s shared with so many other people, all using the same language to explain their selections on our favorite battleground, the internet. Pepsi has never wronged me personally. But the shared language I have with other Diet Coke loyalists becomes a way to express why we love it, and maybe convince someone to have a “fridge cigarette” once in a while. This isn’t a new tactic. [Ries and Trout](https://www.goodreads.com/book/show/18914433-positioning) developed the term “positioning” around a simple truth: consumers rank brands in their heads. There’s always a No. 1. If you’re not in first place, you win by defining yourself against the leader. Apple made us question what it means to own a PC. Oatly took a swing at the entire dairy industry, despite our mothers saying our bones would crumble without it. Over time, those brands became recognizable far beyond their product category because of what they stood against. The approaches were more direct then, but the same principle holds: choosing the right enemy works when you’re creating a side worth picking, around the right thing, at the right time. It’s easier to stand with these brands when you’re disliking the same things as part of a community of fans who also “get it.” Now they’re no longer a brand saying, “We are the best, buy us.” Now a brand can say, “Hey, want to dislike this thing with me?” And suddenly, we’re rallying around something together and becoming advocates because we have shared context to understand why we love the brand. Not necessarily because it’s better, cheaper or faster, but because we can stand beside it in disliking the enemy. Defining a narrow enemy doesn’t pigeonhole a brand. You can pick a fight for a moment with a single campaign, or build an entire identity around a larger cultural tension. Either way, the fundamentals haven’t changed. Repetition builds recognition, clarity drives preference and having an enemy helps you achieve both. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings **Tags:** antisocial **Sections:** Community Voices, Entertainment --- ### [Zendaya's Design Dreams Spring to Life With On Sportswear and Spike Jonze](https://musebyclios.com/film-tv/zendayas-design-dreams-spring-to-life-with-on-sportswear-and-spike-jonze/) **Published:** April 9, 2026 **Author:** Amy Corr **Content:** Zendaya and sportswear brand On co-created a footwear and apparel collection that’s set to drop on April 16. Viewers get a peek inside Zendaya’s head in “Shape of Dreams.” The 3-minute film, directed by [Spike Jonze](https://en.wikipedia.org/wiki/Spike_Jonze), begins in a white room—providing a blank canvas. Zendaya’s thoughts spring to life with various shapes, sizes and colors, until her final On product designs are chosen. Ms. Z’s longtime collaborator Law Roach worked on the collection and appears in the film. Play “We wanted to create pieces that feel versatile and easy to wear—styles that move with you across different moments,” says Zendaya. “We started with the idea of making people feel confident and effortless, and we built everything out from there. Working with Spike Jonze brought that vision to life in a really special way—the world he created gave it a whole new dimension.” **CREDITS** Production Company: MJZ Director: Spike Jonze Producer: Jorie Feldman President: David Zander Line Producer: Alicia Richards Director of Photography: Jasper Wolf Production Designer: Francesa Di Mottola Wardrobe Stylist: PC Williams Editor & Spike Producer : Jeff Buchanan Choreographer : Robert Blanton (Robbie Blue) VFX Supervisor: Janelle Croshaw Ralla ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Film and TV **Tags:** On, Spike Jonze, Sports, zendaya **Sections:** Entertainment, Trending --- ### [Liquid Death, Pit Viper Made Sunglasses for Corpses](https://musebyclios.com/advertising/liquid-death-pit-viper-made-sunglasses-for-corpses/) **Published:** April 8, 2026 **Author:** David Gianatasio **Content:** You’re dead. You’ll need sunglasses for that. Liquid Death and Pit Viper are pleased to oblige. “Pit Viper is a brand we’ve wanted to do something with for years,” LD VP of creative Andy Pearson tells Muse. “Everything they do is wildly fun and stupid. We’ve admired them. It was great for us to finally hook up and make something that felt perfect for both of us.” Play “I don’t know if you’ve ever died, but people always say there’s a bright, blinding light,” Pearson adds. “We thought we could help solve a real problem for the billions of dead people worldwide who have sadly been ignored by the eyewear industry.” I’ve died many times. Right here on these pages. Ask my readers, they know. Pearson credits actor Nick with doing “an amazing job” of portraying “a very believable rotting dead body.” (Dude’s got range: Dead and deader.) [Priced at $119](https://www.pitviper.com/pages/liquid-death), each pair of shades comes with “an after-lifetime guarantee” against breakage. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Liquid Death **Sections:** Trending --- ### [Hugh Jackman, Ryan Reynolds Don't Need Luck for Sailing](https://musebyclios.com/sports/hugh-jackman-ryan-reynolds-dont-need-luck-for-sailing/) **Published:** April 9, 2026 **Author:** Amy Corr **Content:** Ryan Reynolds is very concerned about old-time nautical superstitions in a spot promoting Monday.com’s partnership with The BONDS Flying Roos, the sailing team RR owns with his pal Hugh Jackman. The pair star in a :60 from Maximum Effort that finds Reynolds panicked after reading a Nautical Almanac from 1902. He insists they can’t have a redhead aboard. Plus, they need a cat to ward off spirits and they cannot, under any circumstances, change the boat’s name. Jackman calmly reminds him that BONDS’ sailor [Tom Slingsby](https://en.wikipedia.org/wiki/Tom_Slingsby) is a redhead and the remaining rules have also been broken. With Monday.com powering the team’s ops with an AI-driven platform, the pair isn’t “totally f\*\*\*ed.” Play The ad coincides with this weekend’s ENEL Rio Sail Grand Prix. Australia’s SailGP team hopes to climb from second to first place for the season. ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Sports **Tags:** Australia, Hugh Jackman, Maximum Effort, Ryan Reynolds, SailGP **Sections:** Entertainment, Trending --- ### [These Absurd, Eye-Catching Ads From The Zebra Expertly Fuse AI and Live Action](https://musebyclios.com/behind-the-scenes/the-zebras-absurdist-eye-catching-ads-expertly-fuse-ai-and-live-action/) **Published:** April 7, 2026 **Author:** David Gianatasio **Content:** ![](https://cdn.musebyclios.com/wp-content/uploads/2026/04/07171655/zeb-last.jpg)“The brief could fit on a sticky note,” director [Zack Seckler](https://www.zackseckler.com/) says of his strikingly silly new campaign for insurance provider The Zebra. “They wanted something funny, they wanted it fast, and they needed each spot to hit a different audience segment,” he tells Muse. “My instinct from the start was to build absurd, eye-catching situations that would grab people mid-scroll and act as an entertaining container for each specific brand message we needed to deliver.” This dude delivering a pitch from a jungle rotisserie certainly qualifies: “We built a custom spit rig out of steel, counterbalance weights and a gear system, operated by two SFX stunt people who manually rotated the talent,” Seckler recalls. “The tricky part was syncing the rotation speed to the dialogue. He’s delivering lines to the camera every time he comes around. So the timing had to feel effortless, even though nothing about strapping a guy to a rotating steel rig is.” The team layered foliage in front of an LED wall and added elements like mist and plant motion in Unreal Engine. The flames and sparks were done in post—though the actor’s sweat was genuine. Not silly enough? How about a falcon ride? She was in a full-body harness connected to ceiling pulleys. Her winged co-star was created in Photoshop, with compositing sweetened by AI. And that’s a real desert canyon, shot via cine-drone. On set, that actress struggled with her lines as a wind machine roared. But this mountain biker found himself in an even more awkward position: “It was brutal,” Seckler says. “He was in great shape but he could still barely hang on for more than a minute at a time. We had to bring in support structures between takes so he could rest his head and body. Giving a casual, deadpan performance while every muscle in your body is screaming is genuinely hard. And he was a complete trooper about it.” Finally, a window washer on the outside looking in: Filming the hard-hat proved the “same minute-at-a-time deal as the biker” in terms of difficulty for the performers, says Seckler. “The detail I love most is the foreground skyscraper that appears right next to him. That is actually just a piece of plexiglass we tinted and lit to catch reflections from the LED wall behind it.” All four spots score through great combinations of tech, human talent and old-school filmmaking. The AI elements never overpower. Instead they feel hyper-real, amplifying each weird situation and gluing eyes to the screen. “With so much conversation right now about what the latest tech can do, it’s easy to lose sight of the fact that these are all just tools. What actually matters is the idea and how the tech can support it in the most effective way,” Seckler says. “My biggest piece of advice for anyone trying to fuse AI elements with practical filmmaking is to pre-vis everything. It was during our falconer pre-vis process that we figured out exactly how much the talent would need to move on the rig and how to match that movement to the AI bird. That kind of nuance only surfaces when you test it early.” “Giving your AI work a real anchor point, grounded in something you actually shot, is what makes the final composite feel believable.” **CREDITS** Client: The Zebra Director: Zack Seckler Executive Producer: Zack Seckler Executive Producer: Kathryn Tyrrel O’Connor Creative Director: Josh DiMarcantonio Creative Producer: Dave Herman Line Producer: Gail Salmo Cinematographer: Mike Simpson VP Supervisor: Justin Lee Post Production: Mackcut Editor: Devon Flint Color: Matthew Rosenblum VFX: Kieran Walsh Sound mix: Sam Shaffer ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Behind the Scenes **Tags:** AI, the zebra **Sections:** Trending --- ### [10 Classic Album Covers That Keep It Real](https://musebyclios.com/art-of-the-album/10-album-covers-that-keep-it-real/) **Published:** April 8, 2026 **Author:** Amy Corr **Content:** I think the most effective album covers act as visual gateways into a music project. For this list, I gravitated toward images that felt like authentic extensions of the musical universe created in each album. All of these images shaped my understanding of how important visual storytelling and world-building are for artists. ### Bruce Springsteen ### Born in the U.S.A. (1984) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/04/08090111/AOTABruce-Springsteen.jpg)It initially looks patriotic, and the title track sounds like an American anthem initially. Once you sit with the lyrics, though, the project reveals itself to be a critique of how the U.S. treats its citizens. The cover shows the flag as a backdrop. But the focus is on the worn jeans and baseball cap, nods to the working class often left behind. ### Tracy Chapman ### Tracy Chapman (1988) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/04/08090126/AOTATracy-Chapman.jpg)Tracy Chapman’s debut portrait is the perfect representation of who she is as an artist: reflective and sincere, which is exactly how the music feels. Because she is such a masterful lyricist, it feels intentional to have a cover that doesn’t fight for attention with unnecessary frills. It allows her stories to be the main event. ### Olivia Rodrigo ### SOUR (2021) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/04/08090123/AOTAOlivia-Rodrigo.jpg)The stickers on Olivia’s face and the letters on her tongue capture the messy, fragmented feelings of being a teenager. Following the success of Drivers License, this album proved she knew how to turn lightning-in-a-bottle into a vibrant career. This shade of lilac is now synonymous with Olivia and her musical world. ### Evanescence ### Fallen (2003) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/04/08090116/AOTAEvanescence.jpg)This was one of the first CDs my dad ever bought me. I remember hearing “Bring Me to Life” while I was at a friend’s house, and I went home and begged him for the album (luckily, he’s a sweet dad, so he humored me). Since Amy Lee’s voice is the engine of every song, it makes perfect sense that she’s the sole focus here. The cool tones, dark eyeliner and spiked hair are specific 2000s goth nostalgia, serving as both a character portrait and a time capsule. ### Lady Gaga ### Born This Way (2011) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/04/08090119/AOTALady-Gaga.jpg)Gaga as a futuristic, machine-human hybrid. It’s an image that embodies the album’s theme of self-creation and empowerment: the idea that we get to author ourselves. That scream on the cover is the visual manifestation of her declarative tone. When Gaga sings, “I’m on the right track, baby, I was born this way,” she is stating a fact, not asking for permission. ### Taylor Swift ### folklore (2020) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/04/08090124/AOTATaylor-Swift.jpg)I think folklore was the album 2020 needed. During a time when everything felt uncertain, Taylor Swift gave us a way to escape into the woods. The grainy, grayscale forest caught the vibe of Covid-era isolation. Folklore revealed how adept Taylor is at building a world in which fans can recognize themselves. ### Fleetwood Mac ### Rumours (1977) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/04/08090118/AOTAFleetwood-Mac.jpg)The way Stevie Nicks and Mick Fleetwood are posed sets the stage for the album. The lore of Fleetwood Mac is mythology in itself, and this cover embodies it. I’ve always seen Stevie’s ballet-style bow as conveying she’s setting aside her personal turmoil to keep the band together. When you hear “The Chain” or “Dreams,” it feels like the right sonic world to complement an image that conveys such heightened emotional tension. ### Charli XCX ### brat (2024) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/04/08090114/AOTACharli-XCX.jpg)The neon-green background and slightly blurry text were pure marketing genius. The cover is instantly recognizable without even showing Charli’s face. That low-res font feels like a hazy night out, mirroring the fast-paced, club-driven energy of the tracks. Despite the high BPMs, her lyrics are thoughtful and substantive. The minimalism of the artwork is a subtle nudge to the listener to focus on her writing first and her persona second. ### Lorde ### Melodrama (2017) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/04/08090121/AOTALorde.jpg)This portrait feels like stepping directly into Lorde’s head. She’s alone, caught in a vivid, emotional spiral. My favorite track, “Supercut,” feels like an extension of this image. It’s cinematic, colorful and nostalgic for a time that was a beautiful, vibrant mess. ### Chappell Roan ### The Rise and Fall of a Midwest Princess (2023) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/04/08090113/AOTAChappell-Roan.jpg)The tiara, the heavy makeup, and the saturated colors are all very Chappell. She’s always been open about her love for drag and old-school pageant aesthetics, and this cover is a huge love letter to both. It’s camp and vibrant, but her expression is still so sincere. It’s that mix of fantasy and honesty that makes her music so addictive. [Art of the Album](https://musebycl.io/art-album) is a regular feature looking at the craft of album-cover design. If you’d like to write for the series, or learn more about our Clio Music program, [please get in touch.](mailto:michael.kauffman@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Art of the Album **Tags:** ALBUM ART, Design, Music **Sections:** Entertainment, Trending --- ### [M&M’s Launches Short Documentary, 'Protect the Peanut'](https://musebyclios.com/advertising/mms-launches-short-documentary-protect-the-peanut/) **Published:** April 7, 2026 **Author:** Amy Corr **Content:** In the early 2000s, complaints about the taste of Peanut M&M’s topped those for every other Mars product combined. That’s a lot of unhappy snackers. There was even a Reddit thread about the awful taste of the peanuts in M&M’s! The challenge was finding a way to protect the peanut from a bevy of diseases, pests and extreme weather issues—while maintaining the taste. The solution is documented in “Protect the Peanut,” a 7-minute documentary from BBDO Chicago. In the film, fans, scientists and farmers chat about the many issues peanuts are susceptible to—many we’d never heard of. Just 1 percent of peanuts grown globally meet the standards for M&M’s. Play The brand partnered with the University of Georgia, where scientists created breeds of peanut using traits from a wild peanut to create one that’s more resilient. “For M&M’s, our pursuit of the perfect peanut led us to a much bigger challenge: securing its future,” said Amanda Davies, chief R&D, procurement and sustainability officer at Mars Snacking. “Making real progress took generational thinking, real investment, and years of work with farmers, scientists and partners—from the ground up, from soil to snack.” Complaints about Peanut M&M’s are down 90 percent and the OG Redditors who initially flagged the bad taste gave the new peanuts a try. M&M’s will invest $15 million into the project through 2030 and $12 million to farmers transitioning to new peanut varieties. The documentary is running on M&M’s socials. ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Advertising **Tags:** BBDO Chicago, M&M's **Sections:** Trending --- ### ['Uncanned Emotions' Run High in Coca-Cola's World Cup Anthem](https://musebyclios.com/sports/uncanned-emotions-run-strong-in-coca-colas-world-cup-anthem/) **Published:** April 8, 2026 **Author:** Amy Corr **Content:** Emotions surge during sporting events. Coca-Cola illustrates the passion of soccer players in its second spot tied to the FIFA World Cup. “Uncanned Emotions,” from WPP OpenX, led by The Ogilvy Group, features play-by-play from announcers Peter Drury and Luis Omar Tapia and shot from the perspective of Coca-Cola, as fans experience a wave of emotions. Play The :90 is the second of three ads from the brand that lead up to the World Cup. “FIFA World Cup 2026 is more than just a tournament—it’s one of the greatest shows on our planet. From the bustling streets in Rio to the fan parks in Berlin; every feeling is shared and every emotion matters—joy, heartbreak, anger, relief, pride, and even tears all have a place—every game is a roller coaster of emotions,” says Arnab Roy, president of Coca-Cola global category. “Uncanned Emotions embodies this spirit and showcases how Coca-Cola naturally fits into and enhances these collective human feelings that only football’s biggest stage can deliver.” ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Sports **Tags:** Coca-Cola, Ogilvy Group, WPP Media, WPP OpenX, WPP Production **Sections:** Entertainment, Trending --- ### [Raps and Apps: Apple Launches Dynamic Asian Campaigns](https://musebyclios.com/music/raps-and-apps-apple-launches-dynamic-asian-campaigns/) **Published:** April 7, 2026 **Author:** David Gianatasio **Content:** ![](https://cdn.musebyclios.com/wp-content/uploads/2026/04/07075603/apple-2.jpg)Masked dancers in an apocalyptic hellscape or cartoon kitties prancing past a day-glow sky. Which one suits your mood today? With Apple, there’s no need to choose. Because the tech giant just launched two very different campaigns in Asia. Each boasts impressive visuals to tout the iPhone 17 and App Store, respectively. First, Vietnamese hip-hop star MCK drops a 360-degree album preview from TBWA\\Media Arts Lab and director [Phương Vũ](https://vimeo.com/pvu). Darkly dreamlike and shot on eight synced iPhones, there’s an immersive film with Easter eggs for fans to explore. Even the conventional video below packs a wallop. The way MCK perches on his throne as the action unfolds around him proves enthralling. Is he sitting in judgment? Damn well hope we pass muster. Play So, that ended on a hopeful note. Didn’t it? Moving to Japan, there’s fresh eye candy. The “A” in App Store springs to life in playful pop-art style, symbolizing a portal to creativity. From TBWA\\MAL and director [Clint Chang](https://www.clintchang.com/), lively animations show separate universes envisioned by top artists Chika Umino, Chalkboy, Hikaru Ichijo, POOL and more. App stars Pokémon Sleep, Chiikawa Pocket and Battle Cats appear. IVE provides the soundtrack with “Fashion.” Play We like how each campaign creates special worlds with unique rules and iconography. That feels in sync with the Apple ethos, and both efforts portray the company’s offerings as tools for traversing strange landscapes and unlocking human potential. (Well, the album trailer’s mostly just artsy-unnerving. But it was shot on iPhone, so the brand message is baked in.) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Ad of the Week, Advertising, Gaming, Music **Tags:** Apple, iPhone **Sections:** Entertainment, Trending --- ### [WWE's Cody Rhodes Builds Anticipation for Drumstick](https://musebyclios.com/advertising/wwes-cody-rhodes-builds-anticipation-for-drumstick/) **Published:** April 8, 2026 **Author:** David Gianatasio **Content:** WWE megastar Cody Rhodes will devour a Drumstick cone HIS way, and in his own good time. And if he wants to tease a bunch of onlookers by almost taking a taste, then pulling back at the last second, repeatedly … well, WrestleMania 42’s nearly here, so let a ring-warrior act cheekily chill. At the end, he turned expectations upside down, I guess. A diverting 30 seconds that build comic tension and pay off without feeling ridiculous. Thanks, buff dude in tights. Also, the tag “Lick it. Flip it. Drumstick it” sounds naughty. [Dr. Umstick](https://musebyclios.com/sports/i-scream-you-scream-john-cena-meets-dr-umstick/)—sadly absent here—would approve.. Drumstick’s launching a limited-edition [Red, White & Blueberry](https://www.allrecipes.com/drumstick-new-red-white-blueberry-cone-11928065) flavor, too. Opinionated developed the campaign, which breaks ahead of WM42 on April 19. Steve Mapp directed via Fancy. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Drumstick, Opinionated, WWE **Sections:** Entertainment, Trending --- ### [Creator Corner: West Elm Goes Retro with Emma Chamberlain](https://musebyclios.com/creators/creator-corner-west-elm-goes-retro-with-emma-chamberlain/) **Published:** April 7, 2026 **Author:** Christine Champagne **Content:** There’s something for everyone in this installment. We’re showcasing Emma Chamberlain’s throwback home décor collab with West Elm; Alex Cooper’s reality series featuring famed scammer Anna Delvey; and Emily Sweeney, a wicked awesome reporter from The Boston Globe. We’ve also got an extremely loud guy shouting out fast food slogans while eating in fast food restaurants. ### Emma Chamberlain x West Elm At 24, Chamberlain is a veteran influencer who has used her platform to sell her own coffee and land some plum acting roles. Now, the YouTuber is taking the interior design world by storm via a home furniture and décor collab with West Elm. The vibe of the collection? Fun aunt’s house, she says. In addition to nabbing this high-profile deal, the 24-year-old also recently participated in her second Architectural Digest home tour. Impressive. Most celebs would kill for just one chance at being able to show off their abodes in AD. Play ### Alex Cooper’s Unwell Winter Games Alex Cooper’s Unwell Winter Games launched yesterday on YouTube, and they are indeed seriously … unwell. The 4-episode series from the Call Her Daddy podcaster finds 16 contestants toughing it out at a luxury chalet in Park City, Utah, while competing in challenges like … well, do we really care about the ins and outs of the challenges? Surely, most will tune in for the drama stirred up by contestants including scammer Anna Delvey, who sports an ankle monitor courtesy of ICE, Dakota Mortensen of The Secret Lives of Mormon Wives and pro shit talker Cameron Jerrard. Play ### The Boston Globe’s Emily Sweeney At a time when creators are eclipsing journalists, Boston Globe reporter Emily Sweeney has become a social media star in her own right, appearing on the newspaper’s TikTok account to share the stories that she and her fellow journos are keeping an eye on. With her accent and track suit style, Sweeney stands out in a world full of journalists that all look and sound the same. > [@bostonglobe](https://www.tiktok.com/@bostonglobe?refer=embed "@bostonglobe")Globe reporter @emily\_sweeney22 is back and here to break down an eight-month prison sentence for a psychiatrist from Reading, President Trump’s firing of Pam Bondi, and Opening Day at Fenway (where the Red Sox ended a five-game losing streak). Head to the link in our bio or visit bostonglobe.com to read more about these top headlines. Video by Maria Pemberton [\#localnews](https://www.tiktok.com/tag/localnews?refer=embed "localnews") [\#usnews](https://www.tiktok.com/tag/usnews?refer=embed "usnews") [\#openingday](https://www.tiktok.com/tag/openingday?refer=embed "openingday") > > [♬ original sound – The Boston Globe – The Boston Globe](https://www.tiktok.com/music/original-sound-The-Boston-Globe-7624649573453056782?refer=embed "♬ original sound - The Boston Globe - The Boston Globe") ### Fast Food Slogan Shouter So this dude Jonah eats at fast food restaurants and takes a moment out of chowing down to yell out their slogans for all to hear. Some restaurants vibe with this fast food lover’s enthusiasm: The employees at an Arby’s actually joined him in chanting, “We have the meats!” And when Jonah shouted Live Mas! at the top of his lungs at a Taco Bell, an employee responded with a loud Live Mas! or two of his own. Jonah didn’t get such a warm reception at KFC. A worker told him to get out of the restaurant after he exclaimed “This is finger lickin’ good!” for all to hear. Seriously, don’t have a slogan if you don’t want people shouting it from the rooftops, or inside your restaurants while happily noshing on your food. > [@jmotionmedia21](https://www.tiktok.com/@jmotionmedia21?refer=embed "@jmotionmedia21")live mas yall > > [♬ original sound – JMOTION](https://www.tiktok.com/music/original-sound-7623055083488119566?refer=embed "♬ original sound - JMOTION") ![author avatar](https://secure.gravatar.com/avatar/bca57dd4723116a5018776272ebed389875689a3404acf351677240c4d746cec?s=300&d=mm&r=g) Christine Champagne [See Full Bio](https://musebyclios.com/author/christine-champagne/) [ ](https://musebyclios.com/author/christine-champagne/) **Categories:** Creators **Sections:** Entertainment, Trending --- ### [Pairing Portuguese Wine With Travel Hotspots and More European Goodies](https://musebyclios.com/eurovisions/pairing-portuguese-wine-with-travel-spots-and-more-european-goodies/) **Published:** April 6, 2026 **Author:** Amy Corr **Content:** Here are some notable European commercials that broke in recent weeks, selected by Muse sibling [Ads of the World](https://www.adsoftheworld.com/). ### Jaecoo, ‘Adventure ready. Dog approved’ ### Agency: Juice To establish [credibility](https://www.adsoftheworld.com/campaigns/adventure-ready-dog-approved-tvc) for a new premium SUV, Jaecoo took a playful approach. Told from the perspective of a curious collie, the film follows her skeptical first impressions as she explores the vehicle’s features, from spacious interiors to a panoramic roof. The story lands on a simple truth: If the dog approves, you probably will, too. Play ### VisitPortugal, ‘Pairing Portugal’ ### Agency: Dentsu Creative With the tap of a cork, this campaign turns a bottle of Portuguese wine into a travel gateway. Pairing [100 wines](https://www.adsoftheworld.com/campaigns/pairing-portugal) with 100 poems and 100 locations across Portugal, the collaboration uses near-field communication technology embedded in the cork to unlock travel inspiration rooted in the landscape where the wine is produced. This allows wine lovers to explore the area and book a trip. Play ### Autistica, ‘Autistic. So What?’ ### Agency: Do Not Behave This [film](https://www.adsoftheworld.com/campaigns/autistic-so-what) features autistic people sharing coping strategies while encouraging the public to pause, rethink assumptions and respond with understanding. Through everyday scenarios, the film highlights how autistic traits are often misread, showing that differences do not diminish awareness or engagement. Play ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Eurovisions **Tags:** Advertising **Sections:** Trending --- ### [Snarking Joy: Mint Teams Ryan Reynolds, Marie Kondo](https://musebyclios.com/film-tv/snarking-joy-mint-teams-ryan-reynolds-marie-kondo/) **Published:** April 7, 2026 **Author:** David Gianatasio **Content:** Ryan Reynolds dons a joyless jacket and riffs with Marie Kondo on decluttering wireless service with Mint Mobile. So, it’s the type of [celeb collab](https://musebyclios.com/film-tv/freddie-freeman-whiffs-in-ryan-reynolds-latest-sickkids-appeal/) we’re seen from Ryan a billion times. And, once again, his casual snark—likable yet smarmy—wins the day. Play “Big Cable has had a pretty good run charging people whatever they want and calling it a promotion,” says Scott Venuti, GM of Home MINTernet at Mint Mobile. “We figured it was time to offer something radically different, like one clear price that doesn’t slowly morph into something horrifying.” “Cable companies have mastered the art of making simple things complicated and expensive. We’ve mastered the art of doing the opposite. And occasionally making jokes about it.” The spot from Maximum Effort breaks wide today across video and social platforms. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Film and TV **Tags:** Mint Mobile, Ryan Reynolds **Sections:** Entertainment, Trending --- ### [Coca-Cola Celebrates America's 250th Birthday by Channeling Legendary 'Hilltop'](https://musebyclios.com/music/coke-celebrates-americas-birthday-by-reimagining-hilltop/) **Published:** April 6, 2026 **Author:** David Gianatasio **Content:** Coca-Cola aims to slake a nation’s thirst for nostalgia and deliver feel-good vibes ahead of our nation’s 250th birthday with a reimagining of the uber-iconic “Hilltop” spot from 1971. It’s worth noting that the Nixon era resembles 2026 in many ways. A nation stood divided over a distant war, while large portions of the population found themselves at odds with presidential power. Then, as now, lunar missions offered renewed hope for the future. Fifty-five years ago, the [original ad ](https://www.youtube.com/watch?v=KW9cuta7mdE)by McCann played like an enlightened fusion of hippy vibes (diverse folks singing under the sun) and a classic Madison Ave. pitch (everyone, everywhere—drink Coke!). This reworking feels far slicker and hella Hollywood. But that probably fits the tenor of these brand-soaked, media-savvy times. In essence, it functions as a tuneful, cinematic trailer, with aspirational Americana imagery at the forefront and inclusive messaging dialed up high. The gospel take on “I’d Like to Buy the World a Coke”—probably *the* classic jingle—pops like a firecracker (on the 4th of July, if you like), reverberating, as it were, from sea to shining sea … and beyond. By its very nature, the brand has to aim for the broadest audience in a way that feels inviting but gives zero offense. Here, it does so with considerable style, hitting all the right notes without seeming too jingoistic. Reactions will naturally be all over the place. But that’s to be expected. Cynics gonna hate. Others wave the flag. How else could Coke approach this initiative, regardless of the political climate? WPP Open X, led by Ogilvy, crafted the campaign. Contributing: Burson, VML, Mayan Productions, Optimus Chicago and VAST/Keith Harris. Campaign elements include print and commemorative merch. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/04/06103453/coke-4.jpg)![](https://cdn.musebyclios.com/wp-content/uploads/2026/04/06103503/coke-5.jpg) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising, Music **Tags:** Coca-Cola, WPP Open X **Sections:** Entertainment, Trending --- ### [Jesse Heiman: How the Veteran Background Actor Became a Video Star at Last](https://musebyclios.com/film-tv/jesse-heiman-how-the-veteran-background-actor-became-a-video-star-at-last/) **Published:** April 6, 2026 **Author:** Amy Corr **Content:** Jesse Heiman is no stranger to acting. He has over 100 credits to his name, from movies such as Spiderman, Old School and Neighbors to TV shows like Glee and Chuck. But now, the [background actor](https://musebyclios.com/advertising/background-actor-jesse-heiman-takes-leading-role-for-hellmanns/) is stepping up big-time, thanks to a starring role for Hellmann’s Canada. Muse spoke with Jesse to learn about his breakout role, fave appearances and what’s next. ### Muse: How did your acting career start? Jesse Heiman: I signed up for background work at Central Casting in Los Angeles. And I just started appearing in all these different TV shows and movies and commercials, music videos. I got to learn how to act (by being) on set. ### What roles stand out to you the most? I would say my favorites were working on the movie Old School with Vince Vaughn, Will Ferrell, Luke Wilson—and Todd Forbes, the amazing director. And then I got to work on the TV show Chuck for all five seasons. That was a really cool experience, to be a part of the everyday cast and everyone treating me like part of the family, not just a background. I got to work on the TV show Glee, filming a musical scene for the song [“Somewhere Only We Know.”](https://www.youtube.com/watch?v=wa532g6PwqY) That’s when I found out that this guy who had followed me for so many years decided to post a video of me on [YouTube](https://www.youtube.com/watch?v=IdEBu7ODVk8) and it got over 4 million hits. ### What role are you most recognized for? There’s Spiderman and a few other shows. It’s always a smattering of different things. That’s the coolest thing about my career. I get to play myself. I get to be just myself. They stopped using me as a background actor on Glee because I got to go on the Tonight Show before any other cast got on. To get on the Tonight Show as a guest, it took many years to get to that point. It’s just amazing how I got there. ### Do you remember your first commercial work? I can’t remember exactly. But I remember the first one where I was the star was a [Vonage commercial.](https://www.youtube.com/watch?v=-F2O_rLdr0E) ### What was your initial reaction when Hellmann’s approached you about its ‘Main Flavor Energy’ campaign? You can’t finish or complete the sandwich unless you have that amazing secret sauce. That’s like me. I’m like the secret sauce or the Easter egg that people put inside their shows or their films. ### What’s the feedback been for the campaign? Everyone is very happy for me and saying, “You deserve this!” I like all the news articles that are being posted, saying that this is the most overlooked actor. ### What’s next? I have a short film that’s premiering at the Beverly Hills Film Festival this month called [“Cloud.”](https://beverlyhillsfilmfestival.com/film/cloud/) I’m very proud of it. I like doing short films because I get to talk. ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Film and TV **Tags:** Hellmann's, Jesse Heiman **Sections:** Entertainment, Trending --- ### [Pringles Made the 'Perfect Woman' Out of Chips](https://musebyclios.com/advertising/pringles-made-the-perfect-woman-out-of-chips/) **Published:** April 3, 2026 **Author:** David Gianatasio **Content:** When will people learn that potato chips are for snacking, not long-term relationships? Sabrina Carpenter taught us that lesson in Pringles’ well-liked [Super Bowl spot](https://musebyclios.com/super-bowl/sabrina-carpenter-builds-the-perfect-man-out-of-pringles-in-super-bowl-ad/). As you’ll recall, she built the “perfect man” made of Pringles. When he fell apart, she ate him. Now, the brand and BBDO New York return with an encore. No Sabs, just some schlubby dude and his salty, crunch creation: “Pringlelina.” They wouldn’t go for the same kicker this time, would they? Of course they would. It’s amusing, well-acted and lensed with absurdist flair by ProdCo director [Thomas Ormonde](https://thomasormonde.com/). (Nice beheading in the park!) Still, if there’s a chapter three, switch things up a bit. This sort of gag has a limited shelf-life. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** BBDO, BBDO New York, Pringles **Sections:** Trending --- ### [Cathay Pacific Marks 50 Years of Elite Rugby in Hong Kong](https://musebyclios.com/worldviews/cathay-pacific-celebrates-50-years-of-elite-rugby-in-hong-kong/) **Published:** April 6, 2026 **Author:** David Gianatasio **Content:** Here are some notable campaigns that broke far and wide in recent weeks, curated by Muse sibling [Ads of the World](http://adsoftheworld.com). ### Cathay Pacific, ‘Nobody Does Rugby Like Hong Kong’ Agency: Leo Hong Kong Hong Kong is a city that thrives on intensity, evolving from a modest fishing village into a global financial powerhouse and the beating heart of rugby. Its relentless energy and fast-paced spirit make every day feel like game day. To mark a gloal tournament’s [50th anniversary](http://instagram.com/p/DWmjbD6k03X/#:~:text=Half%20a%20century%20on%2C%20Hong,April%2017-19%2C%202026) in 2026, Cathay enlisted Leo to build on its long-running “Nobody Does Rugby Like Hong Kong” platform. [Read more](https://www.adsoftheworld.com/campaigns/nobody-does-rugby-like-hong-kong-2026) Play ### CJ Cultural Foundation, ‘Dream to Stage’ Agency: wylie CJ Cultural Foundation is marking its 20th anniversary with a multi-month “Dream to Stage” concert series celebrating its support of emerging creators across music, film, and musicals. Featuring performances, talks, and live stages from alumni of its TUNE UP, STORY UP, and STAGE UP programmes, the series runs from January to May. Additional events include a Hongdae collaboration festival and an experiential pop-up store, highlighting the foundation’s ongoing commitment to nurturing creative talent. [Read more](https://www.adsoftheworld.com/campaigns/dream-to-stage) Play ### CoCo Fresh Tea & Juice, ‘Burnout’ Agency: Gigil In the Philippines, the phrase “Lalabas yung aircon” (The aircon will go out!) inspired this playful campaign turning a common warning into a surreal story. The film follows an exhausted AC unit that walks out in search of relief, only to discover CoCo as the ultimate refreshment. By personifying burnout, the campaign cleverly reframes the brand from a simple milk tea craving into an essential cure for summer heat. [Read more](https://www.adsoftheworld.com/campaigns/burnout-4ac9777d-2911-4666-8323-8e7d3a904562) Play ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Worldviews **Tags:** Cathay Pacific, CJ Cultural, CoCo Fresh **Sections:** Entertainment, Trending --- ### [David Melhado of Jive Records: Brands Need to Find Artists Before Their 'Tipping-Point' Moment](https://musebyclios.com/2-minutes-with/david-melhado-of-jive-records-brands-need-to-find-artists-before-their-tipping-point-moment/) **Published:** April 6, 2026 **Author:** Shahnaz Mahmud **Content:** [David](https://www.linkedin.com/in/davemelhado/) is co-president of Jive Records. Previously, he served as EVP and head of music at UnitedMasters. Early on, he worked with Grammy-nominated songwriters and producers Verse Simmonds and Sham “Sak Pase” Joseph. In 2016, David joined StreamCut, where he signed Gunna and collaborated with Latto, Yung Bans and Young Nudy. In 2018 at Roc Nation, he led marketing efforts for a roster including Buju Banton, Rapsody and Casanova. During his stint at UnitedMasters, David helped launch SelectCon, the company’s flagship conference for music creators, and Beat Exchange, a collaborative production platform in partnership with Hit-Boy. He has also championed collabs with leading independent artists, such as BigXThaPlug, Tobe Nwigwe and J. Ivy. Additionally, under his leadership, UnitedMasters partnered with Nigerian producer Sarz for 1789, a platform designed to support African artists. We spent two minutes with David to learn more about his background, his creative inspirations and recent work he’s admired. # David, tell us … ### Where you grew up, and where you live now. I was born in Queens, N.Y., moved to South Florida when I was 10, spent about 9 years after college in Atlanta, and moved back to NYC 7 years ago. ### Your earliest musical memory. My dad would play music every Saturday morning. He had a great set up, and would play [Bob Marley](https://en.wikipedia.org/wiki/Bob_Marley), [Beres Hammond](https://en.wikipedia.org/wiki/Beres_Hammond), [Kenny G](https://en.wikipedia.org/wiki/Kenny_G), [Celine Dion ](https://en.wikipedia.org/wiki/Celine_Dion)and [Mariah Carey](https://en.wikipedia.org/wiki/Celine_Dion). ### Your favorite bands/musicians today. My go-to playlist goes from [Olivia Dean ](https://en.wikipedia.org/wiki/Olivia_Dean)and [Leon Thomas ](https://en.wikipedia.org/wiki/Leon_Thomas)to [BigXThaPlug ](https://en.wikipedia.org/wiki/BigXthaPlug)and [Dijon](https://en.wikipedia.org/wiki/Dijon_Duenas). ### One of your favorite projects you’ve ever worked on. BigXThaPlug. It’s been exciting to see him grow and develop as an artist. The world is now seeing what we saw in him over 4 years ago. The last album, [I Hope You’re Happy](https://en.wikipedia.org/wiki/I_Hope_You're_Happy_(BigXthaPlug_album)), stretched our team in many ways. It was his highest [Billboard ](https://en.wikipedia.org/wiki/Billboard_(magazine))entry and topped both Rap and Country charts. ### Someone else’s work, in music or beyond, that you admired lately. [Bianca Edwards’](https://www.linkedin.com/in/biancaedwards/) work on the [Clipse ](https://en.wikipedia.org/wiki/Clipse)album rollout. Hands down. ### A book, movie, TV show or podcast you recently found inspiring. I’m really into the [Founders Podcast by David Senra](https://www.founderspodcast.com/). The way he breaks down the autobiographies of history’s greatest entrepreneurs is intriguing. It shows that the most successful companies are run by entrepreneurs who share a lot of the same qualities. ### How musicians should approach working with brands. Be authentic. When there is an authentic connection between the brand and the artist, the campaign always connects better. Do not just partner with a brand because the money is good. If the partnership isn’t authentic, it will not resonate with the intended audience. ### How brands should approach working with musicians. Look to align with artists earlier in their careers. Finding artists before they have their tipping-point moment showcases the brand’s ability to connect with the core audience and drive culture. ### A mentor who helped you navigate the industry. One of my executive coaches, [Brandie Johnson](https://www.instagram.com/iambrandiejohnson/). I started working with her a few years ago. Being an athlete in my early years, I always had someone to challenge and push me. She helped me redefine success. My vision and mission became very clear and I started to feel more aligned with my purpose. ### What you’d be doing if you weren’t in the music business. Professional golfer. Perhaps I will target the [Senior PGA](https://www.srpgachampionship.com/). [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.]() ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Advertising, Music **Tags:** UnitedMasters **Sections:** Community Voices, Entertainment --- ### [World Cup: Lego Drafts Messi, Ronaldo, Mbappé, Vini Jr.](https://musebyclios.com/sports/world-cup-lego-drafts-messi-ronaldo-mbappe-vini-jr/) **Published:** April 3, 2026 **Author:** David Gianatasio **Content:** Is immortalization in Lego form the new Wheaties box for athletes? That just might be the case. After all, Lego’s way more of a cultural driver than the beloved cereal these days. And sports itself is a creative form of play that feels especially in sync with the Lego ethos. All of which brings us to the FIFA World Cup coming to North America this summer. Lego’s celebrating with [mini figures](http://www.LEGO.com/categories/football) of the game’s top stars. Kids (and kids at heart) around the globe will be building, collecting and displaying Cristiano Ronaldo, Kylian Mbappé, Lionel Messi and Vini Jr.: This one’s an epic no-brainer. It fuses the global World Cup spectacle with Lego’s special mojo. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/04/03104604/lego-3.jpeg)“It’s a fun way to share my journey and my passion,” Mbappé says in press materials. “If it can inspire young people to believe in their ambitions, build their own path, and enjoy creating along the way, then that’s a true victory.” ![](https://cdn.musebyclios.com/wp-content/uploads/2026/04/03104638/LEGO-2.jpg) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Sports **Tags:** Lego, World Cup **Sections:** Entertainment, Trending --- ### [Shaboozey, Matty Matheson Star for Levi's](https://musebyclios.com/music/shaboozey-matty-matheson-star-for-levis/) **Published:** August 28, 2025 **Author:** David Gianatasio **Content:** Beyoncé [rode into the sunset](https://musebyclios.com/music/beyonce-rides-a-motorcycle-into-the-sunset-for-levis/) after headlining a bunch of acclaimed Levi’s ads. But there’s a new sheriff in town—Shaboozey—who trades on his C&W stardom with a fresh batch of spots co-starring celebrity chef Matty Matheson. The first installment, lensed by Iconoclast director Glenn Kitson, finds the singer and a date snuggling for movie night. And if you’re thinking he likes Westerns … … well duh. The tagline: “Stronger Than Most Relationships.” Ain’t it the truth. “These legendary Levi’s Icons aren’t just clothes—they’re part of who I am and they all tell a story,” Shaboozey says in press materials. “This campaign captures what makes them so special and what the Western Spirit means to me.” Two more commercials will follow, focused on jackets and shirts, respectively. “Shaboozey brings a genre-blurring, confident nonconformity that feels right at home in Levi’s, and Matty’s got that same self-made, mischievous spirit,” says brand CMO Kenny Mitchell. “We wanted to imagine the kind of world they’d create if left to their own devices, paying homage to our history.” That call-back vibe takes flight in the next clip: And here’s some weird-ass stuff just because: The work feels gritty, playful and off-kilter. All three executions score, but the first spot works best. There’s something appealing about climbing up a pair of Levi’s, and into the back seat of a car, for the purpose of watching a film projected on a service-station wall. It’s whimsical but not childish, and the action stays grounded in Levi’s Americana traditions. (The freaky horse and flaming car we could live without. Still, it’s memorable stuff.) The films will run mainly on social, with print elements in the mix, too. Levi’s global brand creative team led campaign development. *The 2026 Clio Music Awards are open! Enter your most creative work [HERE](https://clios.com/clio-music/entry-information/key-dates/) by Oct. 3.* ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Fashion and Beauty, Film and TV, Music **Tags:** Levi's, Shaboozey **Sections:** Entertainment, Trending --- ### [Joe Weir and Mark Williams of That Thing on Refreshing the Abbey Road Studios Brand](https://musebyclios.com/2-minutes-with/joe-weir-and-mark-williams-of-that-thing-on-refreshing-the-abbey-road-studios-brand/) **Published:** April 1, 2026 **Author:** Shahnaz Mahmud **Content:** [Joe](https://www.linkedin.com/in/joe-weir-b44b296/) and [Mark](https://www.linkedin.com/in/mark-williams-tt/) are cofounders of That Thing, a London-based brand studio. They recently led the rebrand of Abbey Road Studios, shaping the identity of one of the most culturally significant studios in music history. We spent two minutes with Joe and Mark to learn more about their backgrounds, their creative inspirations and recent work they’ve admired. # Joe and Mark, tell us … ### Where you grew up, and where you live now. - Joe: I grew up just north of London, studied in Brighton and Cornwall and now live in South East London. - Mark: I spent my childhood and teens just outside of Manchester. Moved to London when I was 20 and never looked back. I had stints living and working in Sydney and Mumbai along the way. Now I live just outside of London. ### Your earliest musical memory. - Joe: My dad playing me [Level 42](https://en.wikipedia.org/wiki/Level_42) and [Tears for Fears ](https://en.wikipedia.org/wiki/Tears_for_Fears)in the car at full volume. Then later, playing [Tupac](https://en.wikipedia.org/wiki/Tupac_Shakur) and telling me strictly ‘to listen to the music, not the lyrics. ‘ - Mark: Similar to Joe, [Songs From The Big Chair](https://en.wikipedia.org/wiki/Songs_from_the_Big_Chair) was on repeat. Along with [Genesis](https://en.wikipedia.org/wiki/Genesis_(band)), [Cream](https://en.wikipedia.org/wiki/Cream_(band)) and [Duran Duran](https://en.wikipedia.org/wiki/Duran_Duran). But Mum and Dad taking me to see [Michael Jackson](https://en.wikipedia.org/wiki/Michael_Jackson)‘s [Dangerous World Tour](https://en.wikipedia.org/wiki/Dangerous_World_Tour) at [Wembley ](https://en.wikipedia.org/wiki/Wembley_Stadium)in 1992 when I was seven is the most vivid. ### Your favorite bands/musicians today. - Joe: I’ve been enjoying [Dry Cleaning](https://en.wikipedia.org/wiki/Dry_Cleaning_(band))‘s latest record. I still find myself constantly coming back to [Tom Waits](https://en.wikipedia.org/wiki/Tom_Waits) and hearing his music in different ways. - Mark: My [Spotify Wrapped](https://en.wikipedia.org/wiki/Spotify_Wrapped) said [Fred Again](https://en.wikipedia.org/wiki/Fred_Again), [Jacob Collier](https://en.wikipedia.org/wiki/Jacob_Collier), [Brian Eno](https://en.wikipedia.org/wiki/Brian_Eno) and [Red Hot Chilli Peppers](https://en.wikipedia.org/wiki/Red_Hot_Chili_Peppers). I’ve also been enjoying a lot of [Al Kooper](https://en.wikipedia.org/wiki/Al_Kooper) recently. ### One of your favorite projects you’ve ever worked on. - Joe: [Bemyfriends](https://bemyfriends.com/) is a consultancy from experts in the world of [K-Pop](https://en.wikipedia.org/wiki/K-pop) fandom. On paper they were a B2B company but we wanted to make sure that they had a brand that felt just as crafted and distinctive as any consumer or entertainment brand. It was great to take all that expertise and turn it into a brand that embodied helping creators to look at what they do and ‘make more of it.’ - Mark: Before we started working in the music world, we worked with all kinds of businesses. A finance businesses asked us for help with their brand. At first it seemed like it was going to be a dry project, but we’re big believers that business doesn’t need to mean boring. We ended up giving them a brand built around an animated Galapagos Tortoise—the ultimate symbol of long term! ### A recent project you’re proud of. - Joe: We’ve just created the new brand for [Lone Wolves Club](https://www.lonewolvesclub.co/). A community of creative doers in the music industry. It was founded out of disruption and adversity, but has slowly become a force for change. The new brand will really help them to keep exploring new territories. - Mark: We recently had the opportunity to refresh the brand for [Abbey Road Studios](https://www.thatthing.com/abbey-road). We worked with them to create a brand that helped them reach new audiences. We showed that they were still a real force in music-making and did justice to all the incredible things they were doing week in and week out. ### One thing about how the music world is evolving that you’re excited about. - Joe: It feels like the industry is at a crucial point in the face of big technological change. But what’s coming through is how much audiences crave and value human connection. That’s something that’s never going away. Our feeling is that ‘brand’—the way you speak to people and how you show up—is one of the most powerful tools that organizations have to make that connection. - Mark: The resurgence of physical formats and more live events. Music has become more passive in many people’s lives and streaming has totally flattened the whole experience. I’m excited there’s a chance of bringing the joy of discovery back and feel music on a deeper level. ### Someone else’s work that you admire in music or beyond. - Joe: [Brat ](https://posterhouse.org/blog/the-rise-and-fall-of-brat/)was one of the most powerful branding moments of the last few years. It showed how building a visual and verbal brand is something that can be hugely powerful for artists as well as organizations. - Mark: The [BBC](https://en.wikipedia.org/wiki/BBC) identity for the [Winter Olympics](https://en.wikipedia.org/wiki/2026_Winter_Olympics). It has such a lovely energy and warmth. The humanity that goes into the process of making something shows in the output of the work. Play ### A book, movie or TV show you recently found inspiring. - Joe: Book: I recently enjoyed [Seascraper ](https://en.wikipedia.org/wiki/Seascraper_(novel))by [Benjamin Wood.](https://en.wikipedia.org/wiki/Benjamin_Wood_(writer)) There’s some lovely writing in there about the magic of creating even just one original song. - Mark: TV: Loved watching [Pluribus](https://en.wikipedia.org/wiki/Pluribus_(TV_series)). Big Vince fan for the camera work and sound design. It’s such a stand-out way to get people thinking about big themes like the impact of AI and what it means to be human. The world-building is brilliant. ### An artist you admire outside the world of music. - Joe: [David Chase](https://en.wikipedia.org/wiki/David_Chase). Great art is different every time you encounter it. It stays permanent but makes you reflect on how you have changed. I’ve rewatched [The Sopranos](https://en.wikipedia.org/wiki/The_Sopranos) many times in my life and take away something different from it at each life stage. I can’t imagine the focus and clarity of a vision that he must have had to create that work and steer that ship. - Mark: I appreciate artists who use light in interesting ways. [Olafur Eliasson](https://en.wikipedia.org/wiki/Olafur_Eliasson), [James Turrell](https://en.wikipedia.org/wiki/James_Turrell), [Anthony McCall](https://en.wikipedia.org/wiki/Anthony_McCall). It’s amazing to be able to create space and change its perceptions with something you can’t even touch. ### Your favorite fictional character. - Joe: [Father Jack Hackett](https://fatherted.fandom.com/wiki/Jack_Hackett) - Mark: [Richard Parker](https://legendsofthemultiuniverse.fandom.com/wiki/Richard_Parker) from [Life of Pi](https://en.wikipedia.org/wiki/Life_of_Pi) ### Someone worth following on social media. - Joe: I love [James Marriott](https://en.wikipedia.org/wiki/James_Marriott)‘s posts and newsletters. - Mark: [Mr. Bingo](https://mr.bingo/). So long as you’re not easily offended. ### Your main strength as a marketer/creative. - Joe: Taking big complex things and turning them into something clear and memorable. - Mark: Helping people to feel comfortable in the often uncomfortable ‘play’ stage of a project. ### Your biggest weakness. - Joe: Visual beauty. That’s what Mark is for. - Mark: The placement of apostrophe’s. It’s one weakness anyway. ### What you’d be doing if you weren’t in the business of building brands. Joe: Probably trying (and failing) to be a scriptwriter for TV. Or mowing the lawn in parks, I’d love to ride one of those things all day. Mark: Writing and producing music (badly) and hounding Joe daily to finish the lyrics—while working the bar at [TGI Fridays](https://en.wikipedia.org/wiki/TGI_Fridays). [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.]() ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Music **Tags:** That Thing **Sections:** Community Voices, Entertainment --- ### [Instacart Goes Emo, Metal and More in Music Videos](https://musebyclios.com/advertising/instacart-goes-emo-metal-and-more-in-music-videos/) **Published:** April 3, 2026 **Author:** Amy Corr **Content:** Remember Instacart’s [Super Bowl ad](https://musebyclios.com/super-bowl/instacarts-super-bowl-ad-to-star-ben-stiller-and-benson-boone/) with Ben Stiller, Benson Boone and ordering bananas? The company’s sold more than 1.8 billion bananas and received millions of Shopper Notes specifying how ripe customers want their fruit. Details like this matter, so the brand launched a trio of ads that highlight features to help accommodate customer requests. We watch fans transported into music videos. The first ad touts a “Preference Picker.” A dad becomes part of a Y2K-era emo-pop band to ensure his kid gets extra thin ham to make “the sandwich of his dreams.” Play Next, a woman wants ready-to-cook fish in “Sea Shanty.” Her tale takes her on a boat (naturally, dubbed “Instacart”) to get the freshest of fish. But is that sailor-merman tattoo real? Play Finally, our personal fave: a mom who goes heavy metal when she scores groceries sans markups. Play The campaign was created by BBDO Chicago, Instcart’s in-house team Local Produce and director Kate Hollowell of Epoch Films. “Grocery preferences are like musical taste. Very personal, and sometimes equally as surprising,” says Will Wilson, VP, creative director at BBDO. “Like, who knew Mom was into pyrotechnics before she was packing lunches? Or that granny made a guy walk the plank for not eating his peas? Our cast of characters have these very real, very human grocery problems to solve.” ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Advertising **Tags:** BBDO Chicago, Epoch Films, Local Produce **Sections:** Entertainment, Trending --- ### [New Zealand's 'Lump Lottery' Fights Cancer](https://musebyclios.com/worldviews/new-zealands-lump-lottery-fights-cancer/) **Published:** March 30, 2026 **Author:** David Gianatasio **Content:** Here are some notable campaigns that broke far and wide in recent weeks, curated by Muse sibling [Ads of the World](http://adsoftheworld.com). ### Testicular Cancer NZ, ‘Lump Lottery’ Agency: Colenso BBDO Testicular Cancer NZ has partnered with JAC, TikTok For Good and Colenso BBDO to turn prevention into participation. [“Lump Lottery,” ](https://www.adsoftheworld.com/campaigns/lump-lottery)fronted by All Blacks legend Wayne Shelford, offers men the chance to win an SUV in exchange for checking their testicular health. The campaign confronts a persistent truth: while most men know they should check, few actually do. With survival rates at 96 percent when caught early, the effort transforms a life-saving habit into an urgent, action-driven moment. Play ### Major League Baseball • MLB Japan, ‘Morning MLB’ This isn’t just a game, it’s a ritual. In Japan, morning baseball has been seamlessly woven into the rhythm of everyday life. A passionate and growing fanbase tunes in as U.S. evening games air live in Japan’s early-morning hours. Commutes become viewing parties and office hours double as game time. They are the [MLB Breakfast Club](https://www.adsoftheworld.com/campaigns/morning-mlb), redefining what it means to follow baseball and proving that for true fans, the perfect game time is anytime. Play ### Velora, ‘The Shortcut to Treasure’ Agency: Dopamine Enhanced through AI visuals, this [luxury campaign](https://www.adsoftheworld.com/campaigns/the-shortcut-to-treasure) reimagines treasure not as something to chase, but something that finds you. Framed as an epic, Indiana Jones/Tomb Raider-style adventure, our fearless heroine faces mercenaries, rock monsters and killer piranhas. As the journey unfolds, the narrative subverts expectations, revealing that true beauty and value exist effortlessly, not at the end of a pursuit. Play ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Worldviews **Tags:** MLB, Testicular Cancer NZ, Velora **Sections:** Entertainment, Trending --- ### [A Scroll Stoppr, Pickles in Donuts and More April Fool's Pranks](https://musebyclios.com/advertising/a-scroll-stoppr-pickles-in-donuts-and-more-april-fools-pranks/) **Published:** April 1, 2026 **Author:** Amy Corr **Content:** If you forgot, it’s April 1. Here’s your reminder to not believe everything you see on the internet. Let’s take a look at some brand gags tickling our funnybone. ### Krispy Kreme x Mt. Olive ![](https://cdn.musebyclios.com/wp-content/uploads/2026/04/01100508/KrispyKreme.jpg)Call it gross, but if this was real we’d 1000 percent eat it. Krispy Kreme and Mt. Olive created a Krispy Kreme doughnut stuffed with a Mt. Olive Kosher Dill Spear. It’s real in your social feeds but not a real product. What *is* real is all Krispy Kreme Rewards members can buy a dozen original glazed doughnuts for $4.01 today. Created by FleishmanHillard. > [View this post on Instagram](https://www.instagram.com/p/DWlpVwwjVrR/?utm_source=ig_embed&utm_campaign=loading)[A post shared by Krispy Kreme Doughnuts (@krispykreme)](https://www.instagram.com/p/DWlpVwwjVrR/?utm_source=ig_embed&utm_campaign=loading) ### Metro by T-Mobile ![](https://cdn.musebyclios.com/wp-content/uploads/2026/04/01100520/Callogne.jpg)What would the scent of a new cell phone smell like? Metro by T-Mobile launched [CALLoGNE,](https://www.metrobyt-mobile.com/why-metro/callogne?utm_source=ig&utm_medium=social&utm_content=link_in_bio&fbclid=PAZXh0bgNhZW0CMTEAc3J0YwZhcHBfaWQMMjU2MjgxMDQwNTU4AAGne6uvsm0QqXGPhg21fKEkSlVYNgoMwd-M6FbPU2g8biYEafOhk5WYE0P3JRc_aem_JQCPwrYh2jvH-7D3O_pIMA) an imaginary luxe fragrance inside an old-school phone. The antenna sprays the fragrance. Eau de New Phone doesn’t exist but Metro offers no activation fees or surprise charges. ### Yahoo ![](https://cdn.musebyclios.com/wp-content/uploads/2026/04/01100501/yahoo-1024x576.jpg)We all say we’ll just scroll on our phones for a few minutes and the next thing you know, it’s been hours. Yahoo has created the Scrōll Stoppr, an accessory for your thumb that prevents you from endlessly scrolling. You can’t even touch your screen with this thing on! “Our products are built to help you accomplish your goals, not go down rabbit holes,” said Kemma Kefalas, head of creative lab at Yahoo. This product is real, while supplies last, for $4.99 on Yahoo’s TikTok Shop. Check out a campaign vid below created with Conscious Minds and directed by Alexandra Tellez. > [View this post on Instagram](https://www.instagram.com/reel/DWlb769Ajpy/?utm_source=ig_embed&utm_campaign=loading)[A post shared by Yahoo (@yahoo)](https://www.instagram.com/reel/DWlb769Ajpy/?utm_source=ig_embed&utm_campaign=loading) ### Azuna x Buffalo Sabres ![](https://cdn.musebyclios.com/wp-content/uploads/2026/04/01100527/Azuna-1024x572.jpg)Here’s a good one for sports fans. You can’t say NHL’s Buffalo Sabres stink, because they’re in the playoffs. Buffalo-based brand Azuna created a new odor eliminator scent: The Sabres’ Locker Room. Look for notes of “23 well-worn jerseys, hard fought glory, and the sweaty aftermath of a penalty.” Fans can enter a sweepstakes to win 2 tickets to the Sabres’ upcoming fan appreciation night on April 15, plus a kit of the *real* co-branded [Azuna x Buffalo Sabres home odor eliminators](https://azunafresh.com/collections/top-shelf-azuna-x-buffalo-sabres?srsltid=AfmBOopYPqcXM_113OH-fs5m4xnF5ychEE4Wy3LVo-Pl_EzzrSqC37qM) that smells like vanilla. > [View this post on Instagram](https://www.instagram.com/p/DWjgyq6Ed9s/?utm_source=ig_embed&utm_campaign=loading)[A post shared by Azuna (@azunafresh)](https://www.instagram.com/p/DWjgyq6Ed9s/?utm_source=ig_embed&utm_campaign=loading) ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Advertising **Tags:** April Fool's Day, Azuna, Krispy Kreme, Metro by T-Mobile, Mt. Olive, Yahoo **Sections:** Trending --- ### [Athina Afton Lallijee of McCann on Great Creative Springing From Unlikely Situations](https://musebyclios.com/2-minutes-with/athina-afton-lallijee-of-mccann-canada-on-good-creative-springing-from-the-least-likely-situations/) **Published:** April 4, 2026 **Author:** Shahnaz Mahmud **Content:** [Athina](https://www.linkedin.com/in/athinaafton/) is a creative director with 14+ years of experience across five agencies and two continents. She currently serves at McCann Canada and has worked with brands such as Lego, Coca-Cola and Mastercard. We spent two minutes with Athina to learn more about her background, her creative inspirations and recent work she’s admired. # Athina, tell us … ### Where you grew up, and where you live now. I grew up in Dubai and have been living in Toronto for 5 years now. ### How you first realized you were creative. I used to secretly draw tiny cakes on the wall as a kid. They were cute but the whole drawing-on-the-wall thing wasn’t well-received by my parents. ### A moment from high school or college that changed your life. The first week in my high school media studies class, our teacher held up a magazine with [an ad for GHD](https://www.advertisingarchives.co.uk/asset/50958/) hair straighteners, from a series titled “The gospel according to GHD.” It was the first time I was exposed to the idea of advertising as creative. Suddenly, the other art and literature classes I was taking overlapped in a new and exciting way. That moment kickstarted it all. ### Your most important creative inspirations, and some recent stuff you love. [This screenshot](https://drive.google.com/file/d/1pdAK2mrWyWFVg8cIR2pGp2g_7S8EazDc/view?usp=sharing) from [@joefreshgood’s](https://www.instagram.com/joefreshgoods/) Instagram story has been my wallpaper for about a year now and still motivates me every day. Other things that have stuck with me over the years: “If no one hates it, no one really loves it.”—[Jessica Walsh](https://en.wikipedia.org/wiki/Jessica_Walsh) (seen via a talk by the talented [Timothy Goodman](https://www.tgoodman.com/)). The wonder and wisdom from [Alice’s Adventures in Wonderland](https://en.wikipedia.org/wiki/Alice's_Adventures_in_Wonderland). All things beautiful: True to [Sagmeister ](https://sagmeister.com/)and Walsh’s [work on beauty](https://sagmeisterwalsh.com/work/all/beauty/), people really do connect with beautiful things. It’s part of the reason I’m a champion of craft. Experiencing the world: As a junior I was told my writing would get better the more I experienced life. It was frustrating to hear as an eager newbie but it’s so true. Experiencing the world makes the work richer and I believe diverse perspectives go a long way. ### One of your favorite creative projects you’ve ever worked on. It’s a simple one that always reminds me of what’s possible with lots of heart in the absence of big budgets: [“Never Gets Old “for Lego](https://athinaafton.com/#/lego/) ### A recent project you’re proud of. Our latest spot for [Kids Help Phone](https://kidshelpphone.ca/) is the product of so many talented and generous people coming together for a very important cause. Play ### Someone else’s work that inspired you years ago. [“Sorry, I Spent It on Myself” for Harvey Nichols](https://www.youtube.com/watch?v=AXlVZZgYNms). This was unapologetic before all the marketers were screaming “unapologetic”. Play ### Someone else’s work you admired lately. [“Kit Kit Phone Break.”](https://www.famouscampaigns.com/2025/06/kitkat-wins-big-by-calling-out-screen-addiction/) It’s just so good. ### Your main strength as a creative person. Optimism. I’m forever hopeful that good creative can come from even the least likely situations. There’s always an opportunity to make it good—or at least die trying. ### Your biggest weakness. I suck at saying no. ### A mentor that helped you navigate the industry. [Dalia Menhall](https://www.linkedin.com/in/daliamenhall/). My first CD and now friend who seems to have unlimited wisdom to share. ### What you’d be doing if you weren’t in advertising. Cake decorating or food set styling. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:amy.corr@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Advertising **Tags:** McCann Canada **Sections:** Community Voices --- ### [KFC Triple Play, With the Kyle F*cking Connor Meal, a Value Feast and Kebab Menu](https://musebyclios.com/advertising/kfc-triple-play-with-the-kyle-f-connor-meal-a-value-feast-and-kebab-menu/) **Published:** April 2, 2026 **Author:** Amy Corr **Content:** The Colonel’s been busy this week, with new work launching in Europe and North America. Let’s take a look. In Canada, there’s a KFC more important than the restaurant itself … and that’s [Kyle F\*cking Connor](https://musebyclios.com/sports/triple-grand-why-kfc-canada-changed-its-buckets-and-logo-for-the-nhl-playoffs/) of the Winnipeg Jets. Crafted by Courage, the spot features a tunnel walk. We don’t see the person’s head, but they’re dressed like the Colonel. In reality, it’s Connor, on the way to the locker room, where he’s greeted by Sanders himself. The campaign, a sequel to past ads starring the hockey great, intros the Kyle F Connor Meal. “Despite a night shoot, director Martin Werner kept energy high and fun by blasting music throughout the set, allowing Kyle to walk with confidence and most importantly, swagger,” the agency tells Muse. Play Stateside, KFC is promoting its Value Feast meals during March Madness via Highdive. A :60 shows the Colonel dancing on a table in a boardroom, up skyscrapers and more. He’s defying the execs who want to charge the people more money. Colonel’s got some moves. “We built the Value Feast campaign rooted in the Colonel’s legacy of high standards and his confidence in delivering exactly what people want,” says Melissa Cash, CMO of KFC U.S. “At its core, the campaign is about defying what value is supposed to look like in pursuit of giving people what they want—an irrational amount of chicken for a price they don’t expect.” Play Lastly, in Spain, PS21 added rotating spits to three restaurants to intro a fried chicken kebab menu. Each installation features a 39-foot tall rotisserie, made from iron and coated in polyurethane foam. “When you put KFC together with an engineer, two things can happen: something very serious… or a 12-meter giant kebab. Luckily, it was the second,” says Javier Dasí, fun activation lead at KFC Iberia. Play ![](https://cdn.musebyclios.com/wp-content/uploads/2026/04/02102839/KFCSPain-1024x576.jpg) ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Advertising **Tags:** Courage, Highdive, KFC, KFC Canada, PS21, Spain **Sections:** Entertainment, Trending --- ### [Mekale Jackson of Under Armour: Trust the Culture and Let the Story Lead](https://musebyclios.com/2-minutes-with/mekale-jackson-of-under-armour-trust-the-culture-and-let-the-story-lead/) **Published:** April 5, 2026 **Author:** Shahnaz Mahmud **Content:** With 18 years of experience in sports marketing, [Mekale](https://www.linkedin.com/in/mekale/) currently serves as the senior director of global social media strategy at Under Armour. In that capacity, he helps shape the images of UA Basketball, UA Football, UADugout, Under Armour Women, UA Running and UnderArmourFC. Earlier, at athlete management practice Roc Nation Sports, he worked with LaMelo Ball, Jaire Alexander, Saquon Barkley and Jalen Rose. Other stints include Major League Soccer and the St. John’s University Athletic Department. As a self-taught graphic designer, Mekale has contributed to the NBA, Bleacher Report, Big Ten Network, Phoenix Suns and many more. He also serves on the board of directors at the Akello Bomani Foundation, a Detroit-based nonprofit dedicated to empowering young Black men at the college level. We spent two minutes with Mekale to learn more about his background, his creative inspirations and recent work he’s admired. # Mekale, tell us … ### Where did you grow up, and where do you live now? I grew up on the west side of Detroit, and that shapes how I see the world. I spent most of my adult years in New York. Now, I live in the Baltimore area. But Detroit is always part of how I move and lead. ### What is your earliest sports memory? The [Fab Five era](https://en.wikipedia.org/wiki/Fab_Five_(University_of_Michigan)) at Michigan is when I really fell in love with basketball. I remember watching [Michigan](https://en.wikipedia.org/wiki/Michigan_Wolverines_men's_basketball) play [Duke](https://en.wikipedia.org/wiki/Duke_Blue_Devils_men's_basketball) in the [National Championship ](https://sports.yahoo.com/articles/duke-michigan-rivalry-record-final-100002826.html)with my dad. There’s this image that stuck with me of the team walking down a dark hallway before taking the court. No distractions, just focus. Even as a kid, it felt bigger than the game. It felt cultural. ### Who are your favorite sports teams? I graduated from the [University of Michigan](https://en.wikipedia.org/wiki/University_of_Michigan), so my Saturdays in the fall revolve around kickoff. That’s just how it is. I’m a Detroit sports fan at heart. The [Pistons ](https://en.wikipedia.org/wiki/Detroit_Pistons)and [Lions](https://en.wikipedia.org/wiki/Detroit_Lions) will always be my teams. I have a life-size replica of the [2004 Pistons championship ](https://en.wikipedia.org/wiki/2004_NBA_Finals)trophy in my house because that team meant something to the city. It wasn’t just about winning, it was about identity. ### Who are your favorite athletes? [Dennis Rodman](https://en.wikipedia.org/wiki/Dennis_Rodman) was my favorite growing up. I collected over 100 of his basketball cards because I was drawn to how unapologetically different he was. He stirred the pot on the court and got people out of their comfort zone. [Ray Allen](https://en.wikipedia.org/wiki/Ray_Allen) is one of my all-time favorites, too. The discipline in his game and the mechanics of his jump shot were almost surgical. There was something beautiful about that level of repetition and precision. ### What is your favorite sports movie or show? [He Got Game ](https://en.wikipedia.org/wiki/He_Got_Game)is still my favorite movie, regardless of genre. You have [Denzel Washington ](https://en.wikipedia.org/wiki/Denzel_Washington)and Ray Allen in a story that blends basketball, family, pressure and purpose in a way that feels real. [Training Day](https://en.wikipedia.org/wiki/Training_Day) and [American Gangster](https://en.wikipedia.org/wiki/American_Gangster_(film)) are right there for me, too. ### What is your favorite sports podcast or news show? I’m drawn to platforms where athletes and cultural voices control their own narrative. There’s something powerful about hearing people speak without filters or corporate framing: [It Is What It Is with Camron and Mase](https://podcasts.apple.com/us/podcast/it-is-what-it-is/id1719695401); [Talk with Flee with Camron](https://www.revolt.tv/podcasts/talk-with-flee); [7PM in Brooklyn with Carmelo Anthony](https://open.spotify.com/show/4sEy5p87mJ002F3NGsKIpq); [Club 520 with Jeff Teague](https://podcasts.apple.com/us/podcast/club-520-podcast/id1397682720). ### What is your favorite sports video game? I buy [NBA 2K](https://en.wikipedia.org/wiki/NBA_2K) every year without fail. I also play [Call of Duty](https://en.wikipedia.org/wiki/Call_of_Duty) and [EA Sports College Football](https://en.wikipedia.org/wiki/EA_Sports_College_Football). Gaming has always felt like another layer of sports culture. It’s competition, community and storytelling in a different format. ### What is a recent project you’re proud of? One of my favorite projects last year was the [“Gunna x Under Armour Wunna Run 5K” series](https://blog.jdsports.co.uk/wunna-run-5k-x-under-armour/). Not because it was flashy or cool, but because it felt real. Music, running, cities like NYC, D.C., Miami, L.A., Houston, Atlanta (and locations in South Africa). People showing up early just to run together. Every city had its own energy. Seeing that reminded me why I got into this space in the first place. When culture, sport and community are actually at the center, it stops feeling like marketing and starts feeling like you’re part of something. More recently, we launched [“Full Access with Rakai,”](https://www.youtube.com/watch?v=HiO5TncvKJs) which is a cinematic, episodic social series about what happens when you give a creator the keys to the brand. Rakai is on a road trip from Atlanta to Baltimore, pulling up with friends and retelling the outrageous moments from his journey with Under Armour along the way. It’s chaotic, funny, a little unpredictable. The idea was to build something that feels more like entertainment than marketing. When the story is strong enough, people lean in naturally. Both projects reminded me that the best work usually happens when you trust the culture and let the story lead. Play ### Can you share someone else’s recent work you admire? I respect creators who can concept, shoot, edit and speak on camera. That range is real leadership in today’s world. I thought the [50 Cent and DoorDash ](https://www.youtube.com/shorts/GM62hRdlt0U)spots were smart because they were entertaining without trying too hard. The [Kendall Jenner and Fanatics Sportsbook](https://www.youtube.com/watch?v=JfLUbLIULDw) campaign was sharp and culturally aware as well. Play ### What can sports do that nothing else can? Sports create shared emotion at scale. You can have complete strangers celebrating together or debating for hours over a single play. It builds shared memory and identity in a way that very few things can. ### What would you be doing if you weren’t in sports? I could see myself as a lawyer. I’ve always enjoyed building a case and standing 10 toes down. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:maher.labban@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Advertising, Sports **Tags:** Under Armour **Sections:** Community Voices, Entertainment --- ### [Megan Thee Stallion, Nickelback and Cheetos Lead Our 5 Ads of the Week](https://musebyclios.com/music/megan-thee-stallion-nickelback-and-cheetos-lead-our-5-ads-of-the-week/) **Published:** April 2, 2026 **Author:** David Gianatasio **Content:** ### [Bestie: Megan Thee Stallion and Nickelback Stage a Heist for Cheetos](https://musebyclios.com/music/megan-thee-stallion-and-nickelback-stage-an-unhinged-heist-for-cheetos/) Nickelback rhymes with “pickle back.” Not much to hang a commercial on … or is it? Of course it is! Megan Thee Stallion and the oft-maligned rockers perpetrate an unhinged rip-off to trumpet the return of Cheetos’ Flamin’ Hot Dill Pickle flavor. From Gut Miami and director Dave Meyers. Play **And in no particular order…** ### [Ice-T Backs the ‘Buttmoji’ for Lipton](https://musebyclios.com/film-tv/ice-t-intros-the-buttmoji-for-lipton/) Ice-T and Lipton make the chillest ads imaginable. This one’s about emojis. Like the man says: “Let’s keep it real. A butt is a butt and a peach is a peach … and we all know the damn difference.” > [@liptoniceteanl](https://www.tiktok.com/@liptoniceteanl?refer=embed "@liptoniceteanl") Introducing the new buttmoji — grab the sticker in the comments. Now you gotta respect the 🍑. Tea changes peach emojis. Tea changes everything. [\#RespectThePeach](https://www.tiktok.com/tag/respectthepeach?refer=embed "respectthepeach") [\#LiptonIceTea](https://www.tiktok.com/tag/liptonicetea?refer=embed "liptonicetea") [♬ original sound – liptoniceteanl](https://www.tiktok.com/music/original-sound-7618980014540819233?refer=embed "♬ original sound - liptoniceteanl") ### [Taika Waititi Made an Animated Trailer for the Brawl Stars Mobile Game](https://musebyclios.com/gaming/taika-waititi-made-an-animated-trailer-for-the-brawl-stars-mobile-game/) The lauded director’s a big fan of the game. So, he helped craft a zippy cartoon film introducing a new playable character. Sharp visuals from Passion Animation bring his fantastical vision to life. Play ### [e.l.f. Spoofs True Crime With ‘Vanity Vandals’](https://musebyclios.com/fashion-and-beauty/e-l-f-spoofs-true-crime-with-vanity-vandals/) A nearly 10-minute heist epic centered on bathroom vanities so crammed with cosmetics, it’s criminal. This one’s gone viral. From the brand’s in-house team with Movers+Shakers and Prettybird director Alex Buono. ### [Bojangles Just Made the Most Deliciously Dumb Chicken Ads Ever](https://musebyclios.com/advertising/bojangles-just-made-the-most-deliciously-dumb-chicken-ads-ever/) Big Bo the mascot really wants you to try a sample of his tenders. If you don’t, that freaky fowl will follow you all over town. From Fitzco. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising, Music **Tags:** bojangles, Brawl Stars, Cheetos, e.l.f., Lipton **Sections:** Entertainment, Trending --- ### [KitKat Has Some Fun With Candy Thieves](https://musebyclios.com/advertising/kitkat-has-some-fun-with-candy-thieves/) **Published:** April 1, 2026 **Author:** David Gianatasio **Content:** KitKat is making the most of a bad break. Thieves [recently stole](https://www.wsj.com/business/kitkat-heist-nestle-theft-chocolate-03f807bb?gaa_at=eafs&gaa_n=AWEtsqd8-SoqShIcZNMLAaMDkf_Efr3OlETykYh2fC2voo1y56mQZqr_ErkfSbBNfC8%3D&gaa_ts=69cd4b36&gaa_sig=9fvufYod01nb0izkACNoCKc8brzpyPEywPziU5tJJgGU62w7FQ-0eDbKFRQXqyfvfwTu432k0cKTM4Hk3efMJA%3D%3D) 400,000 of the chocolatey wafers—12 tons of the stuff!—and the brand’s turned it into a marketing bonanza. KitKat swears this isn’t an April Fool’s gag. It launched a candy tracker as a crisis comms/ad campaign: > [View this post on Instagram](https://www.instagram.com/p/DWioCOKjKQI/?utm_source=ig_embed&utm_campaign=loading)[A post shared by Adversestories | Decoding Marketing & Advertising (@adversestories)](https://www.instagram.com/p/DWioCOKjKQI/?utm_source=ig_embed&utm_campaign=loading) “With more sophisticated schemes being deployed on a regular basis, we have chosen to go public with our own experience in the hope that it raises awareness of an increasingly common criminal trend,” a KitKat rep says. Fans can enter info from KitKat packaging to determine if their treats were stolen. It’s a cute initiative, with other brands getting in on the joke across social. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** KitKat **Sections:** Trending --- ### [e.l.f. Spoofs True Crime With 'Vanity Vandals'](https://musebyclios.com/fashion-and-beauty/e-l-f-spoofs-true-crime-with-vanity-vandals/) **Published:** April 2, 2026 **Author:** David Gianatasio **Content:** Is your bathroom vanity a crime scene? Strewn with tons of cosmetics, ranging from blush and lipstick to eye-liner and lord knows what else? Does this sorry state of affairs piss off your roommate or significant other so intensely that they never want to see you again? e.l.f. Cosmetics explores such makeup misdemeanors in a nearly 10-minute film created by its in-house team with Movers+Shakers and Prettybird director [Alex Buono](https://www.imdb.com/name/nm0120645/). We hit all the true-crime staples, with swarming squad cars, police-tape, dogged investigators, a dogged psychologist—plus a young couple going through a rough patch. The wife makes a mess of the bathroom, leaving hubby’s at wit’s end. A wild-eyed make-up guru gets the best, most ludicrous lines: “You’re profiling her soul when you should be profiling the night.” In the end, it’s all about “access,” “not excess.” e.l.f is so darn affordable, why not splurge? Speaking of excess, though it’s all quite amusing, five minutes would’ve been the sweet spot here. Or three. (It’s garnered several million social views already, so what do I know?) “We saw this growing conversation around messy shared bathroom spaces and beauty routines, and we knew we had to show them we were listening in a way that is unmistakably e.l.f.,” says Patrick O’Keefe, chief integrated marketing officer. “Vanity vandalism may feel like chaos, but it is really a result of something positive: More people having access to beauty and expressing themselves in new ways. Why have one blush when you can have them all?” Phoebe Dynevor, Christina Chang, Gary Kraus and Christopher Sky star. True Crime sendups have become a subgenre of late. e.l.f told a tale of [“Cosmetic Criminals”](https://investor.elfbeauty.com/stock-and-financial/press-releases/landing-news/2024/01-09-2024) in 2024. And [this recent French lottery promo](https://musebyclios.com/advertising/this-french-lottery-promo-plays-like-a-mystery/) proved a fun romp (and managed to hit the jackpot in less than two minutes). ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Fashion and Beauty **Tags:** e.l.f. **Sections:** Entertainment, Lifestyle --- ### [Bojangles Just Made the Most Deliciously Dumb Chicken Ads Ever](https://musebyclios.com/advertising/bojangles-just-made-the-most-deliciously-dumb-chicken-ads-ever/) **Published:** April 2, 2026 **Author:** David Gianatasio **Content:** Big Bo, the Bojangles chicken mascot, has been following me everywhere I go. Am I losing my mind? Nah, it’s just a whack-job ad campaign for the eatery, introducing chicken tenders to Atlanta. First, Bo stalks some woman on the street who refuses a free sample: Next, a dude appears to get a tad to smitten with Bo: Finally, Bo’s running from the law. Lock that freak up! “Don’t Be Chicken” succeeds by taking its premise just far enough without going overboard. There’s some tension too, always key to great comedy. That woman pulls a great distressed face during Bo’s pursuit—and who can blame her? “Tenders are everywhere, so just having a killer new product wasn’t going to cut through,” says Ryan Boblett, creative lead at Fitzco, which developed the ads. “And in Atlanta, chicken loyalty is serious. We leaned straight into that. Big Bo’s not selling anything. He’s just calling you out and letting you decide how to respond.” As for the shoot, “We spent the day pulling up to nearby chicken spots and daring customers to try something better,” he recalls. “The energy was electric and it drew a crowd fast. A rival employee got so distracted they forgot they had a job to do. Then the cops rolled through to check things out. That ended up being a surprise cameo, and made the final cut.” The campaign runs on social, CTV, broadcast, iHeart Radio, influencer content and OOH. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** bojangles, Fitzco **Sections:** Entertainment, Trending --- ### [Angine de Poitrine: Wonderfully Weird Music Act Finds Truth in the Absurd](https://musebyclios.com/musings/angine-de-poitrine-wonderfully-weird-music-act-finds-truth-in-the-absurd/) **Published:** April 2, 2026 **Author:** David Gianatasio **Content:** Angine de Poitrine walked onto [KEXP](https://www.kexp.org/) in polka dot robot suits and blew a hole in the internet. Thirty minutes of microtonal math‑rock chaos, five million Youtube views, and every music blog scrambling to explain it. [Rick Beato](https://www.youtube.com/@RickBeato) said he has never gotten so many requests about these guys in the history of his uber-popular YouTube channel. But the freshness isn’t the point. The point is why people reacted like they’d been waiting for this. We’ve spent two years drowning in quiet predictions that creativity was over—that music had reached its ceiling and everything from here on out would be derivative. Then these two show up, wordless and ridiculous and razor‑sharp, and suddenly everyone remembers there’s a part of human intelligence that is special, and rare. The absurd part. The “this shouldn’t work but it absolutely does” part. Play In a world of constant churning tastes and opinions, their music does something quietly radical. Apart from the occasional garbled vocal line, it’s almost entirely instrumental, which gives the listener their agency back. With no lyrics to decode and no stance to adopt, people project their own meaning onto the chaos. They join the polka dots themselves, and the moment you interpret something, it becomes yours in a way that’s truly intimate. That’s what people are celebrating. Not the notes. Not the genre. The permission. Permission to be strange. Permission to be unexplainable. Permission to make something that isn’t trying to be efficient or safe. Angine de Poitrine didn’t arrive with a manifesto about “real art” or “no AI used.” They didn’t complain about the state of music. They just walked onstage and showed what happens when you trust the part of creativity that refuses to be automated. And the culture snapped awake. We should be paying attention, not because we need to copy the weirdness, but because something has slipped through the cracks here. It’s alive. Its message is echoing around the music world now, but it won’t stay contained. It will seep outward, into culture itself. People are tired of the polished and the organized. The absurd part of ourselves, the part we suppress, and rationalize away, is suddenly visible again. We want signs of life. We want edges. We want the thing a machine wouldn’t think to do—besides the use of the BOSS RC‑600 looper pedal. Angine de Poitrine didn’t break the rules. They reminded everyone the rules were optional. Ignore at your own peril. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings **Tags:** Angine de Poitrine **Sections:** Community Voices, Entertainment --- ### [2 Rough Social Media Rulings Could Actually Improve the Platforms](https://musebyclios.com/musings/2-rough-social-media-verdicts-could-actually-improve-the-platforms/) **Published:** March 31, 2026 **Author:** David Gianatasio **Content:** Last week, within just two days, juries in New Mexico and California delivered verdicts that could change how we think about social media platforms, their youngest users, and the advertisers who support them. A Santa Fe jury [ordered Meta to pay $375 million](https://www.reuters.com/sustainability/boards-policy-regulation/jury-orders-meta-pay-375-mln-new-mexico-lawsuit-over-child-sexual-exploitation-2026-03-24/) after finding the company willfully violated New Mexico’s consumer protection laws by misleading users about the safety of its platforms and enabling child sexual exploitation, the first time a state had prevailed at trial against a major tech company over harm to children. The very next day, a Los Angeles jury found [both Meta and YouTube liable](https://www.nbcnews.com/tech/tech-news/verdict-reached-landmark-social-media-addiction-trial-rcna263421) for negligently designing addictive platforms that contributed to the depression, anxiety, and suicidal thoughts of a young woman who began using social media at age 6. That $6 million verdict is a bellwether for roughly 2,000 pending lawsuits from families and school districts across the country. While headlines may highlight the large sums involved, the real story is what these rulings mean for the health of digital advertising and why responsible advertisers should see them as a positive step. ### Pressure to Change, and the Positive Impact Both companies plan to appeal. Still, the trend is clear. New Mexico’s attorney general is already asking for real age verification, changes to algorithms, and independent oversight of Meta’s platforms. If even some of the 2,000 pending cases follow the California verdict, there will be strong pressure to change how these platforms interact with young users. Advertisers might worry at first. There could be less precise targeting, fewer users seeing ads, and changes in how young people use these platforms. These are real issues to consider. However, for most brands, these rulings will have a positive impact. Environment and context are often overlooked in media planning. For years, we have focused on reach, ROA, and detailed targeting, but we rarely ask if the places where our ads appear actually make people open to them. A platform that encourages compulsive behavior in children is not a good place for ads. It’s a risk. Research shows this clearly. Users who feel in control of their media use—engaged but not compulsive, present but not manipulated—are more open to advertising. Healthy digital spaces lead to better response rates, stronger brand recall, and more purchases. When a platform is designed mainly to keep people online through addictive features, it may boost the number of ad views, but it lowers the quality of each one. ### Implications for Brands and Consumers: A Healthy Brand Environment Brands that should be concerned about these verdicts are those that rely on exploitative targeting, such as reaching vulnerable users when they are most at risk, taking advantage of compulsive scrolling, or depending on algorithms to boost emotional content for engagement. If your media strategy needs a platform to manipulate its users to succeed, it’s not a real strategy. It’s just relying on someone else’s harmful actions. For everyone else, a world where platforms are required to build healthier products is one where advertising is more effective. Verified audiences allow for more accurate targeting, not less. Users who want to be on a platform are more valuable than those who feel stuck. Brands in trusted, well-regulated spaces gain something that algorithms can’t provide: credibility. These verdicts won’t solve everything right away. Appeals will take time, and changes may not happen evenly. Still, the main idea is clear: Platforms are responsible for the environments they create. The advertising industry should have supported this from the start. Better platforms lead to better advertising. It’s that simple. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings **Tags:** Facebook, Google, YouTube **Sections:** Community Voices --- ### [10 Album Covers With an Air of Mystery](https://musebyclios.com/art-of-the-album/10-album-covers-with-an-air-of-mystery/) **Published:** April 1, 2026 **Author:** Amy Corr **Content:** Album covers are important because they sell the record to the world. They are vital tool for discovery, branding and storytelling that can bridge the gap between a musician’s vision and the listener’s ears. ### Pat Metheny Group ### We Live Here (1995) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/03/31133019/AOTAPat-Metheny.jpg)There is no picture of Pat on the front cover. But it shows the sleeve is representing him in a very artistic way. ### Roy Ayers ### Lots Of Love (1983) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/03/31133022/AOTARoy-Ayers.jpg)A collage of various photos from different situations and events that gives you a sense of Roy as a person. ### Mark Adams ### This Is Neo-Soul (2026) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/03/31133007/AOTAMark-Adams1.jpg)Another album cover without a photo of the artist, which is so very creative, and the design and the retro design really pops. This is my latest album and my eighth studio release. ### Mark Adams ### Asceticism (A Portrait Of Jazz) (2001) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/03/31133009/AOTAMark-Adams2.jpg)This was my very first record and I didn’t want my face on the cover. I wanted things to be ambiguous as to who I am. The sleeve only shows my hands on the piano. ### Marvin Gaye ### I Want You (1976) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/03/31133011/AOTAMarvin-Gaye.jpg)This cover shows folks dancing and having fun. Very creative and innovative. Has a lovely folk art look. ### Herbie Hancock ### Head Hunters (1973) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/03/31133005/AOTAHerbie-Hancock.jpg)This is an innovative cover that had the band’s pictures and Herbie in an African mask. I love the colors. ### Billy Joel ### The Stranger (1977) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/03/31133002/AOTABilly-Joel.jpg)Everybody in the world one can be doing something because they have a mask. Love the song of the same name. One can pretend to be who they want to be and escape their reality. This is what impressed me. ### Elton John ### Goodbye Yellow Brick Road (1973) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/03/31133004/AOTAElton-John.jpg)Painted art—he’s going into an imaginary world, or is it real? He was no longer afraid of being himself. The artwork shows that. He wore beautiful clothes, shiny boots and was not afraid to show this part of himself. He’s my hero. I listened to Elton all my life. An amazing pianist. He was classically trained and I was classically trained. We both are very animated while playing the piano. ### Miles Davis ### Kind of Blue (1959) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/03/31133012/AOTAMiles-Davis.jpg)He showed his authenticity and was one of the first to play in all styles of music. He adapted to each genre as the world kept changing. The album cover is classic Miles with an intense and thoughtful look as he plays the trumpet. ### The Beatles ### Meet the Beatles! (1964) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/03/31133023/AOTAThe-Beatles.jpg)The Beatles got me into John Lennon because of this record. I teach about the Beatles. The album cover shows the group— just their heads—but has a cool blueish tint to the photo. [Art of the Album](https://musebycl.io/art-album) is a regular feature looking at the craft of album-cover design. If you’d like to write for the series, or learn more about our Clio Music program, [please get in touch.](mailto:michael.kauffman@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Art of the Album **Tags:** ALBUM ART, Design, Music **Sections:** Entertainment, Trending --- ### [Let's Take a Shortcut to McDonald's in the Netherlands](https://musebyclios.com/advertising/lets-take-a-shortcut-to-mcdonalds-in-the-netherlands/) **Published:** March 30, 2026 **Author:** David Gianatasio **Content:** If you can’t wait an extra 1.7 second for your McFlurry and fries, McDonald’s in the Netherlands has you covered. TBWA\\Neboko and OMD tapped into the culture by mapping actual shortcuts—footpaths and such—to McD’s in various cities. Portrayed in print and OOH, some of these routes won’t save you that much time. But those gripped by cravings will surely appreciate the thought. “From a creative perspective, this is almost the opposite of what we usually do,” says agency ECD Erik Falke. “The strength of this campaign lies in the fact that we didn’t invent anything. These shortcuts already exist across the country; we simply found them and made them visible.” McD’s reminds drivers to obey the rules of the road. They don’t serve quarter pounders in the local jail, after all. (Though this is Holland, so you never know.) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** McDonald's, TBWANeboko **Sections:** Trending --- ### [Megan Thee Stallion and Nickelback Stage an Unhinged Heist for Cheetos](https://musebyclios.com/music/megan-thee-stallion-and-nickelback-stage-an-unhinged-heist-for-cheetos/) **Published:** March 26, 2026 **Author:** Amy Corr **Content:** It’s a wild ride for the return of Cheetos’ Flamin’ Hot Dill Pickle flavor. Gut Miami and director Dave Meyers created a music video starring Megan Thee Stallion and Nickelback. The collab that reimagines the Canadian rockers hit [“How You Remind Me.”](https://www.youtube.com/watch?v=1cQh1ccqu8M) This OTT goodness begins with Megan running out of her fave Cheetos flavor. She tells a PA on set that she needs her pickle back, which the assistant mishears as “Nickelback.” Even Chad Kroeger can’t believe it. But his bandmate reminds him that [“we’ve done weirder.”](https://musebyclios.com/music/15-years-later-nickelback-spoofs-its-photograph-video-for-google/) The band makes the lyrics more Cheetos friendly and when they meet Megan. Sings Megan: “Flamin’ pickle you remind me of why my tongue burns. Flamin’ pickle you remind me of why I let my nose run.” Megan soon decides to break into Cheetos HQ and steal the safe full of Flamin’ Hot Dill Pickle. Kroeger sings while he hangs onto the truck: “These five words in my head scream are your fingers red yet.” That would make Weird Al proud. The video ends with an explosion of red dust, citywide pandemonium and the Cheetos marketing department vowing to bring the pickle back. Play The video is running on Cheetos YouTube, with behind the scenes footage to run on Megan’s and Nickleback’s socials. “Cheetos has always been about mischief and the unexpected. We sought out a duo that might not make sense at first, kind of like dill pickle and Flamin’ Hot heat, but once you see it and hear it, it just works,” says Chris Bellinger, CCO at PepsiCo Foods U.S. “Megan’s role is especially fitting we partnered with her in 2022 where she served as the brand’s original Flamin’ Hottie and loves to pair pickles and Cheetos Flamin’ Hot together.” “Megan and Nickelback were deeply involved in the creative process alongside myself and Dave. It was important that the project felt authentically Cheetos, but also true to the artists and directors own work. From the lyrics to the larger-than-life visuals, you really feel all three worlds colliding in the best way.” “It was only right for the Hot Girl Coach to team up with Cheetos Flamin’ Hot to bring back the iconic, Dill Pickle flavor,” adds Megan. “We went over-the-top with the stunts—from strapping both Megan and Chad into harnesses to hang off a moving truck, to Megan riding a pickle surfboard—we really wanted to have fun with it,” Bellinger tells Muse. “On set, everyone leaned into the unhinged chaos of it all.” ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Ad of the Week, Music **Tags:** Cheetos, GUT Miami, Megan Thee Stallion, Nickelback **Sections:** Entertainment, Trending --- ### [Liquid Death Flows From the Faucets in Your New Taylor Morrison Home](https://musebyclios.com/advertising/liquid-death-flows-from-the-faucets-in-your-new-taylor-morrison-home/) **Published:** March 31, 2026 **Author:** David Gianatasio **Content:** A foundational element of the American Dream has long been to live in a swanky house with branded beverages flowing from every tap. (Well, I’d like that, anyway.) Now, Liquid Death and home builder Taylor Morrison are making it happen. Sounds like an April Fool’s gag. But it’s for real. When you take a shower, fill the sink or flush the toilet … that’s LD soda-flavored sparkling water chugging your way. Sweet carbonated nectar! It’s a [contest](http://liquiddeath.com/killerhouse), natch. The grand prize is a move-in-ready property located in one of Taylor Morrison’s select communities, such as Orlando, Houston or Indianapolis. Play “We hook up a 1,000-gallon tank of Liquid Death in the flavor of their choosing,” Taylor CMO Stephanie McCarty tells Muse. “Once that runs out—and a family of four uses 350 gallons a day, so we’re estimating three days—our teams will disconnect the tank, flush and clean the pipes and then reconnect the home to the main water supply.” ![](https://cdn.musebyclios.com/wp-content/uploads/2026/03/31103018/LD-3.jpg)LD’s famous for its barmy [brand collabs](https://musebyclios.com/advertising/liquid-death-and-spotify-create-an-eternal-playlist-urn/). But how does this silliness serve Taylor Morrison? “This partnership allows us to introduce the Taylor Morrison brand to new audiences in a fun, unexpected way, which is sure to lead to brand recall when that individual finds themselves in the market for a new home,” she says. “Our largest consumer demographic is millennials—so is Liquid Death’s. We sell a premium product—so does Liquid Death. There are so many synergies from introducing each other’s brand to each other’s respective audiences.” ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Liquid Death, Taylor Morrison **Sections:** Trending --- ### [Ludacris Riffs on His Name for Bayer's One a Day](https://musebyclios.com/music/ludacris-riffs-on-his-name-for-bayers-one-a-day/) **Published:** March 31, 2026 **Author:** David Gianatasio **Content:** A health routine that involves drinking 25 gallons of water a day and rocking a $10,000 red-light mask sounds … ridiculous? excessive? farcical? Just can’t think of the word. Maybe a certain [brandtastic rapper](https://musebyclios.com/tag/ludacris/) can help. He’s headlining social clips from McCann New York backing Bayer’s One a Day multivitamins. > [View this post on Instagram](https://www.instagram.com/reel/DWW6PDjCa2m/?utm_source=ig_embed&utm_campaign=loading)[A post shared by One A Day (@oneaday\_us)](https://www.instagram.com/reel/DWW6PDjCa2m/?utm_source=ig_embed&utm_campaign=loading) “Consumers today are inundated with complicated wellness routines and ever-changing health trends that can make taking care of yourself feel overwhelming,” says Lisa Perez, GM for Nutritionals at Bayer Consumer Health N.A. “We wanted to have fun while reminding people that supporting your health doesn’t have to be complicated.” Ludacris is always hugely amusing and likable in ads. The name joke’s tired. But why mess with a classic? Below, he plays both himself and a goofy nutrition coach. (Nice wig.) > [View this post on Instagram](https://www.instagram.com/reel/DWWovYXDp-l/?utm_source=ig_embed&utm_campaign=loading)[A post shared by One A Day (@oneaday\_us)](https://www.instagram.com/reel/DWWovYXDp-l/?utm_source=ig_embed&utm_campaign=loading) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Health and Wellness, Music **Tags:** Bayer, Ludacris, McCann **Sections:** Entertainment, Lifestyle --- ### [Canada Might Ban Social Media for Kids. What Brands Should Do Now](https://musebyclios.com/musings/canada-might-ban-social-media-for-kids-what-brands-should-do-now/) **Published:** March 30, 2026 **Author:** David Gianatasio **Content:** Countries [including Canada](https://www.coastreporter.net/the-mix/most-canadians-support-social-media-ban-for-kids-under-16-poll-12075382) are proposing bans on social media for under-16s, which could reshape digital marketing. Gen Alphas are highly influential, tech natives with enormous spending power. They sway purchases in their households, encouraging their families to try new things. But what happens when they’re no longer online? How do brands reach them? While [these bans](https://www.bbc.com/news/articles/cwyp9d3ddqyo) are primarily framed around child safety and digital wellbeing, they also signal a significant change in the e-commerce landscape. **Why is this social ban even being discussed?** Gen Alpha has not known life before social media. And constant contact with digital feeds can impact young minds. Gen Alpha is known as the “anxious generation,” reporting high rates of stress, cyberbullying, body image issues and addictive tendencies. These struggles have been linked to early, heavy social media use, with [64 percent](https://sqmagazine.co.uk/gen-alpha-social-media-statistics/) of users aged 8-12 using platforms such as YouTube and TikTok daily. Though most players have [upped their youth-safety games](https://newsroom.tiktok.com/tiktok-reinforces-commitment-to-teen-safety-with-over-50-preset-safety-and-privacy-features?lang=en-PH) of late, some governments have decided to access to platforms altogether, at least for younger teens. But will this work for a generation that has grown up online? For years, social media has been the fastest route for brands to reach young consumers. If Gen Alpha faces stricter platform access, brands will need to rethink how they build early brand affinity. There are two avenues you can take to ethically reach younger consumers: Communicate with them IRL or reach them through their guardians. **Meet them offline** Brands should think about meeting their audience offline through pop-ups, merch drops and experiential events that drive word-of-mouth referrals. If they can’t see your brand online, make it visible IRL. Social media has functioned as a kind of “third place” for Gen Alpha, a space where they learn, socialize and engage with culture. If access to these platforms becomes more limited, that attention may shift toward real-life experiences. This creates a valuable opportunity for brands to show up in tangible ways through curated events and activations that allow younger audiences to interact with the products and services directly. A strong example is Doritos’ [“Friends Only” ](https://www.instagram.com/p/DOHQt6tETWX/?img_index=14)party in Toronto, designed to feel like a private hangout, not a campaign. The experience leaned into high-energy, IRL moments with immersive activations like tattoos, ball pits, custom merch, massages, nail salons, bull riding and DJ sets. There was also curated food and both alcoholic and non-alcoholic options so Gen Z and Gen Alpha could hang out together for music and vibes. Instead of chasing consumers online, Doritos focused on creating something people genuinely wanted to experience and share, generating organic buzz through word-of-mouth and attendee content. **Target the household decision-maker** For brands that rely heavily on social media to drive awareness, another strategy is to focus on the decision-makers in the household. If Gen Alpha cannot freely access social platforms, parents and sometimes older siblings become the primary gatekeepers. Marketing efforts can shift toward communicating with these audiences by emphasizing why the product is a strong choice for younger consumers, whether through clear reasons-to-believe (RTBs), product benefits or comparisons that highlight what sets the brand apart. In this environment, trust will matter more than viral reach. **What does this ban mean in the long term?** Youth culture will not disappear, it’ll move. Every generation finds new digital spaces. For Gen Alpha, those spaces may be less traditional social media feeds or more interactive, alternative ecosystems. Brands that succeed will focus less on specific platforms and more on where culture and community are forming by: - Investing in storytelling over short-term virality - Creating trust among household buyers (parents, grandparents, older siblings) - Creating experiences that exist both online and offline The brands that win with Gen Alpha won’t chase the next algorithm. They’ll design brand experiences that travel wherever the next generation spends its time. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings **Tags:** Super Duper Studios **Sections:** Community Voices --- ### [McDonald’s Rolls With KPop Demon Hunters](https://musebyclios.com/film-tv/choose-a-side-mcdonalds-teams-up-with-kpop-demon-hunters/) **Published:** March 31, 2026 **Author:** Amy Corr **Content:** It’s time to pick a side with the launch of KPop Demon Hunters meals at McDonald’s. “Team Saja Boys” and “Team Huntr/x” feature spicy McMuffins, hash browns, McNuggets, special sauces and drinks. Each meal comes with a custom card featuring [Derpy](https://kpop-demon-hunters.fandom.com/wiki/Derpy_and_Sussie) and a QR code that unlocks additional content from the Netflix hit. A :30 from Wieden+Kennedy New York shows how quickly fan loyalty can sway: Play “The goal was to transform fandom into active participation,” says Bowook Yoon, art director at W+K. “In various media, bands attempt to persuade fans to try their specific meals. By using McDonald’s as the battleground, each interaction—from ordering to unlocking content—serves as an engagement point with the rivalry. This establishes a continuous loop where physical actions lead to digital experiences, and digital experiences encourage physical actions.” ![](https://cdn.musebyclios.com/wp-content/uploads/2026/03/31093619/Mcds3-1024x576.jpg)Stateside, meals are available through April 26 and globally can be found in Canada, Australia, New Zealand and several Latin American countries. “KPop Demon Hunters sits at the intersection of music, bold storytelling, and a passionate global fandom. McDonald’s deep cultural roots and global reach made them a natural partner to bring that energy to life beyond the screen,” adds Magno Herran, VP of global brand marketing and partnerships at Netflix. “Together, we created a campaign that not only celebrates the film, but invites fans to step into its world in a way that feels playful, immersive, and unmistakably of the moment. Let the battle for the fans begin.” ![](https://cdn.musebyclios.com/wp-content/uploads/2026/03/31093615/Mcds1-1024x576.jpg)![](https://cdn.musebyclios.com/wp-content/uploads/2026/03/31093617/Mcds2-1024x576.jpg)Play Play ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Film and TV **Tags:** KPop Demon Hunters, McDonald's, Netflix, Wieden+Kennedy New York **Sections:** Entertainment, Trending --- ### [Creator Corner: Hannah Berner x Paige DeSorbo Are Netflix Bound, YouTubers Take Over Jeopardy! and More](https://musebyclios.com/creators/creator-corner-hannah-berner-x-paige-desorbo-are-netflix-bound-youtubers-take-over-jeopardy-and-more/) **Published:** March 31, 2026 **Author:** Christine Champagne **Content:** This installment of “Creator Corner” highlights a Netflix collab between two superstar creators and comedy legend Amy Poehler, reveals the trio of creators competing on the new YouTube edition of the iconic game show Jeopardy! and celebrates Carter Kench for rocking the Hannah Montana Anniversary Special red carpet. ### Hannah Berner and Paige DeSorbo Team with Amy Poehler We should have suspected something was brewing when besties [Hannah Berner](https://www.tiktok.com/@hannah_berner) and [Paige DeSorbo](https://www.tiktok.com/@paige_desorbo) yucked it up with Amy Poehler on her Good Hang podcast last month because, well, something big was indeed brewing. [Deadline reports](https://deadline.com/2026/03/hannah-berner-paige-desorbo-netflix-comedy-amy-poehlerhttps://deadline.com/2026/03/hannah-berner-paige-desorbo-netflix-comedy-amy-poehler-kay-cannon-1236763712/-kay-cannon-1236763712/ "Deadline reports") that Poehler is producing a Netflix comedy series starring the duo known for the reality series Summer House as well as their podcast Giggly Squad. The show, set in NYC, finds the besties playing fictionalized versions of themselves “as they become the ultimate ride-or-dies, helping each other shed their baggage and emerge as the people they’ve always wanted to be.” Play ### YouTube Creators Show Off Their Smarts on Jeopardy! YouTube is producing a new version of Jeopardy! Three YT creators—Monét X Change, Rebecca Black and Brennan Lee Mulligan—will compete on the debut episode, which, like the TV series, will be hosted by Ken Jennings. This launches tonight at 9 p.m. ET. Hopefully, they know their YouTube history, because categories will range from facts about the platform to viral trends. Play ### **Carter Kench Shines on Hannah Montana’s Red Carpet** Carter Kench was anything but cringe as he hosted the red carpet for the Hannah Montana 20th Anniversary Special, which aired on Disney+ and Hulu. His love and knowledge of all things Hannah was apparent as he interviewed and sang his way through the event, impressively staying composed during an interview with Miley Cyrus. > [View this post on Instagram](https://www.instagram.com/reel/DWSId_RiXbD/?utm_source=ig_embed&utm_campaign=loading)[A post shared by Disney+ (@disneyplus)](https://www.instagram.com/reel/DWSId_RiXbD/?utm_source=ig_embed&utm_campaign=loading) ### Clios Launches Creator-Focused Awards Program Self-promotion alert: The Clio Award will celebrate the creators shaping the business via a new awards program. It’s called [Clio Creators](https://musebyclios.com/clio-awards/the-clios-intros-new-program-clio-creators/), presented in partnership with YouTube and Influential. “Clio Creators extends our reach to the entire creator ecosystem, honoring how their work is shaping the creative business from brand partnerships to independent storytelling, and everything in between,” says Clios CEO Nicole Purcell. The awards ceremony will be held in November at the Dolby Theatre in L.A., and if you can’t make it in-person, you can watch the stream on YouTube. ![author avatar](https://secure.gravatar.com/avatar/bca57dd4723116a5018776272ebed389875689a3404acf351677240c4d746cec?s=300&d=mm&r=g) Christine Champagne [See Full Bio](https://musebyclios.com/author/christine-champagne/) [ ](https://musebyclios.com/author/christine-champagne/) **Categories:** Creators **Sections:** Entertainment, Trending --- ### [Bad Guys Don’t Wear Carhartt: The Quiet Power of Saying Less](https://musebyclios.com/musings/bad-guys-dont-wear-carhartt-the-quiet-power-of-saying-less/) **Published:** March 28, 2026 **Author:** David Gianatasio **Content:** Pick any American movie and there’s a strong chance you’ll see a man in a Carhartt jacket. He may not be the lead or the hero, but he’s never the villain. He’s the hardworking man—honest, worn, carrying the pressures of life. He’s Bill Camp in Dark Waters, the underdog, almost forgotten but not going down without a fight. He’s Casey Affleck in Interstellar, staying on the land his father left him, facing impossible odds. It’s the kind of positioning you don’t have to announce, it just lives in the culture. Carhartt has been around since 1889, long enough to show it can be counted on. Some of their garments have existed for over a century. They endure, passed down from grandfather to son to grandson. Some jackets outlast the men who wore them. They become part of the family. But the last few campaigns lack spark. “Tough is Timeless,” a montage of industrial landscapes and tough men with a voiceover, undersells them. It’s cinematic, but in the wrong way. Carhartt doesn’t need a voiceover explaining what they’re about. Their audience already knows toughness isn’t performed—it’s earned. But toughness alone is only half the journey. You reach the man through the boy—the part of him often forgotten. Speak to the boy and you’ll find the man. The boy has watched his father fix his bike wearing that jacket, watched the gears spin in wonder. He’s seen him sitting in the kitchen in that jacket, that quiet little white patch with the yellow bullhorn saying something across the table. He’s Jeremy Renner in Wind River, battling the elements. He’s Josh Brolin in No Country for Old Men, making do with what he has as the world tilts sideways. Carhartt knows its people. They don’t need to talk to them from the outside. They can do it from the inside, which is where they have been living all along. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings **Tags:** Carhartt **Sections:** Community Voices --- ### [Heineken Connects Coachella Fans Who Share Similar Tastes in Music](https://musebyclios.com/music/heineken-helps-coachella-fans-find-friends-with-similar-tastes-in-music/) **Published:** March 30, 2026 **Author:** Amy Corr **Content:** Heineken is launching “The Clinker” at both weekends of Coachella next month. The namesake element is a smart-band that wraps around a can or pint. Each time you meet someone new, you’ll find out how musically compatible you are. Per Heineken: “When two cans touch, a compatibility light signals a match and allows them to connect on social media, turning festival strangers into exciting new connections through shared passion points.” So, you can find if others share your adoration for Nine Inch Nails, Sabrina Carpenter, Katseye and The Strokes, among others. The brand hopes this helps fans overcome social barriers found in a festival setting. Play “We aimed to build a new layer of connection, one where technology acts as a catalyst for bringing people together,” says Bruno Bertelli, CEO and CCO of LePub. “A simple ‘cheers’ becomes a signal that two strangers already have something in common. Clinker turns that spark of recognition into real, genuine connection. That’s the promise of ‘Fans Have More Friends.’” Following Coachella, the Clinker will continue to rollout throughout Heineken’s 2026 global festival sponsorship portfolio. ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Music **Tags:** Heineken, LePub **Sections:** Entertainment, Trending --- ### [Taika Waititi Made an Animated Trailer for the Brawl Stars Mobile Game](https://musebyclios.com/gaming/taika-waititi-made-an-animated-trailer-for-the-brawl-stars-mobile-game/) **Published:** March 27, 2026 **Author:** Amy Corr **Content:** There’s a new playable character in Supercell’s popular mobile game Brawl Stars. The origin story of Najia is told in a trailer, developed by filmmaker Taika Waititi. The Oscar-winner was an ideal fit after Supercell learned he was a fan and player of the game. Najia is a puzzle-obsessed resident of the mysterious Starr Park. She rescues unlucky players in time-warping puzzles and we learn how she scored this gig in the first place. Her main attack style, “Ssssnake Delivery,” releases a paper serpent that poisons enemies. Play “Brawl Stars is a game we play at home, so I’m very familiar with its slightly unhinged, chaotic energy,” says Waititi. “It’s been a lot of fun working with the Brawl Stars team and helping them roll out another piece of the game’s twisted theme park backstory. I hope players enjoy it.” **CREDITS** Story: Taika Waititi Creative and Art Direction: Brawl Stars, Supercell, In-House team Animation Studio: Passion Animation PR Agency: The Romans U.K. & U.S. ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Gaming **Tags:** Brawl Stars, Supercell, Taika Waititi **Sections:** Entertainment, Trending --- ### [Rani Tyrrell of Netflix on Sports and Life ](https://musebyclios.com/2-minutes-with/rani-tyrrell-of-netflix-on-sports-and-life/) **Published:** March 30, 2026 **Author:** Shahnaz Mahmud **Content:** [Rani ](https://www.linkedin.com/in/ranityrrell/)is the senior director, nonfiction and live events title marketing at Netflix. She oversees campaigns for an extensive range of content, including live sports and entertainment events, unscripted series, documentaries and podcasts. Rani’s work includes Paul vs. Tyson, Tiger King, Love is Blind, Full Swing and NFL Christmas Gameday. She also oversaw marketing efforts for critically acclaimed series like Our Planet, Last Chance U and The Redeem Team. Additionally, she helmed campaigns for Netflix’s Academy Award-winning documentaries The White Helmets and American Factory. Rani previously spent a decade at Discovery. We spent two minutes with Rani to learn more about her background, her creative inspirations and recent work she’s admired. # Rani, tell us … ### Where did you grow up, and where do you live now? I grew up in Fairfax, Va., and currently live in Los Angeles. ### What is your earliest sports memory? Going to see the [Orioles ](https://en.wikipedia.org/wiki/Baltimore_Orioles)play. I still remember that mini souvenir bat from [Camden Yards](https://en.wikipedia.org/wiki/Oriole_Park_at_Camden_Yards)—merch for kids creates memories for a lifetime! ### Who are your favorite sports team(s)? The [Washington Commanders](https://en.wikipedia.org/wiki/Washington_Commanders), who constantly test my fandom. ### Who are your favorite athlete(s)? [Simone Biles](https://en.wikipedia.org/wiki/Simone_Biles), [Sydney McLaughlin-Levrone](https://en.wikipedia.org/wiki/Sydney_McLaughlin-Levrone) ### What is your favorite sports movie and/or show? [Remember the Titans](https://en.wikipedia.org/wiki/Remember_the_Titans), [Sandlot ](https://en.wikipedia.org/wiki/The_Sandlot) ### What is your favorite sports podcast or news show? Anything by [Bill Simmons](https://en.wikipedia.org/wiki/Bill_Simmons). ### What is your favorite sports video game, if you have one? OG [NBA Jam](https://en.wikipedia.org/wiki/NBA_Jam)—forever and always. ### What is a recent project you’ve been part of that you’re proud of? I am so proud of the work across our three [MLB](https://en.wikipedia.org/wiki/Major_League_Baseball) projects—[Opening Night](https://www.netflix.com/title/82174907), the [Home Run Derby](https://www.netflix.com/tudum/articles/mlb-netflix-opening-day-home-run-derby-field-of-dreams) and [Field of Dreams](https://www.netflix.com/tudum/features/mlb-opening-night-live-on-netflix). Also, the work my team has done across Boxing on Netflix, helping to bring the sport back to the forefront of culture. Plus [NFL Christmas Gameday](https://www.netflix.com/tudum/articles/nfl-games-on-netflix) and our documentaries like [America’s Team](https://en.wikipedia.org/wiki/America's_Team:_The_Gambler_and_His_Cowboys) and [Untold](https://en.wikipedia.org/wiki/Untold_(film_series)). We are all fans are excited to continue building sports at Netflix. ### Can you share someone else’s recent work that you admire? The NFL “Champion” ad had me in tears during the Super Bowl. And also, [Kevin Durant’s ](https://en.wikipedia.org/wiki/Kevin_Durant)[CeraVe](https://www.cerave.com/where-to-buy?GeoRedirectOff&gclsrc=aw.ds&gad_source=1&gad_campaignid=11998087154&gbraid=0AAAAADHLIET8bPx5aHO5zzjZjWQ1qcOdN&gclid=CjwKCAjw-J3OBhBuEiwAwqZ_h2FPNi-kVUWyY3YEQBFCDu1zG_BvBDYoz1GN9vW55z4F45tCuW2-ChoChksQAvD_BwE) ad had me cracking up. Play ### What can sports do that nothing else can? The glory of sports, at every level, is how it can build the tools to navigate the struggle and pain that can come with life. You build resilience, community and leadership just by showing up. Sports build you for the working world, build you for positive relationships and build you to manage challenges in life. ### What would you be doing if you weren’t working in the sports space? Hunkering down on the sidelines of my kids’ soccer, baseball and basketball games. And getting back to my roots as a youth lacrosse coach. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.]() ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Advertising, Sports **Sections:** Community Voices, Entertainment --- ### [StoryCo Host on the Enduring Power of Narratives](https://musebyclios.com/musings/storyco-host-explains-why-machines-cant-manufacture-narrative/) **Published:** March 27, 2026 **Author:** David Gianatasio **Content:** Perhaps every generation gets the communication crisis it deserves. Ours built computers that generated infinite content, and then we realized too late that volume and meaning are not the same thing. We are producing more words, images, audio and video than at any point in human history. We’re relentlessly swiping, ceaselessly scrolling and drowning in noise. Most of it says nothing that matters … and I think the crisis is one of *story*. So, when Jago Lee at Tell Tale Productions invited me to host [StoryCo](https://open.spotify.com/show/5RiTIoXWVEqkveDkGm1pBU?si=628a94f9d4454a55)—a podcast about the evolution and business of storytelling—I leapt at the opportunity. Much of the discourse around AI misses the mark when conversation fixates on what machines can do, like write copy, generate images and simulate voices. Amid so much automation, the human residue bit becomes the valuable thing. And what is most irreducibly human is the capacity to build a narrative that someone else feels in their chest or gives us goosebumps. Play Story is not “content” and it never was. In fact, story was survival for early humans. Tribal elders who could explain why the river flooded or the harvest failed were not providing entertainment. They were orienting with mythology and early technology, passing hard-won knowledge across generations in a form that stuck. That’s because the brain did not evolve to process data; rather, it preferred to follow a protagonist through difficulty toward some resolution. That is the architecture we are working with today and nothing about it has changed. What has changed is the battlefield. I have spent my career watching the industry chase the new thing: social platforms, second screens, streaming wars, the creator economy, the metaverse, algorithms. Each wave promised to rewrite the rules of audience and attention. Some did, but I kept noticing that stories themselves lasted, not necessarily the platforms. The methods of distribution morphed but the underlying human need stayed stubbornly the same. Political power now runs almost entirely on narrative mechanics. Trump did not win two elections on policy. He won them on story. Conspiracy culture uses the same engine, just calibrated differently. In sport, the best clubs are selling a mythology. From football terraces to fiction forums, fandom is just collective storytelling at scale. PR at its best is narrative management. And brand strategy, when it works, has always been story architecture. The most commercially durable brands are not product companies. Rather, they are story companies. Audiences have never been more sophisticated at detecting the difference between the two. And yet, we have never invested seriously in teaching people how to do this. Storytelling gets name-checked in every strategy deck. But rarely does it get properly taught. The craft, architecture and mechanics of why certain stories land and others dissolve are treated as instinctive rather than a discipline. That’s a significant error and it is getting more expensive by the week. So, this StoryCo podcast perhaps exists because of that gap. Each episode goes deep with someone who has built something remarkable through the power of story. We chat with theorists, writers, producers, executives, artists. The series opens with the incredible John Yorke, former drama head at Channel 4 and author of [Into the Woods](https://www.amazon.com/Into-Woods-Five-Act-Journey-Story/dp/1468310941/ref=sr_1_1?crid=T7WSDFMK2EBC&dib=eyJ2IjoiMSJ9.k4wULc3wx_iWWXdwk4jFCRtJaZPteJiqR21hecPEJ8p17l4jLwaXTrcm-Gs26JBXnGNBvQ_UCtRHzJ_1tD2ncjMoTSE-iK_Zsl9dpNQmzjqx52TvxYetpgp_jmGtHKNAXy7aRTHsmcUxlhQ9_rKBzYSaQLhwtuJG5rD7G9z9GLYK7L2zf58F8HUM-KObRw_jTn-vZO_MlRHFhG3NWZnj6xnbt004FM_GSNu78hy50xg.Sm3x7i7BeXqzCUGCGp6eKoDY6uO5EC7QVE2l9kkXnHo&dib_tag=se&keywords=john+yorke&qid=1774617540&sprefix=john+yorke%2Caps%2C131&sr=8-1), perhaps most rigorous book on narrative structure written in English. He takes the conversation from the tribal origins of storytelling straight through to Trump, political discourse and the mechanics of narrative shaping power. The argument of the show fits on the back of a napkin. Fittingly. In a world of automated content, the ability to just communicate a meaningful story is the skill. The attention economy gave way to the engagement economy and what comes next is the story economy, where the scarcest resource is not reach, but real resonance. Shivers and goosebumps born from humans telling stories. We are all living inside someone else’s narrative. The question is whether you know how to build your own. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings **Tags:** ICONIC, storyco **Sections:** Community Voices --- ### [Groundbreaking Campaigns That Go the Extra Mile to Champion Women](https://musebyclios.com/musings/groundbreaking-campaigns-that-go-the-extra-mile-to-champion-women/) **Published:** March 30, 2026 **Author:** Amy Corr **Content:** Every Women’s History Month, brands line up to declare their support for women. Some of it lands. A lot of it does not. The difference is rarely about budget or production value. It comes down to something simpler: whether the message is genuinely connected to what the brand actually stands for, or whether it has been assembled for the occasion. The campaigns that resonate do not feel like a detour. They feel authentic because they are. I have spent my career measuring how advertising works and what makes it stick. The pattern I see with women-centered campaigns is consistent. The brands getting this right didn’t start by asking how to say something. They started by asking what they actually believed. That’s not a creative brief question. That’s a company values question. Nike’s [“So Win,”](https://musebyclios.com/super-bowl/we-have-a-winner-nike-takes-super-clio-as-the-big-games-best-ad/) which debuted at the Super Bowl last year, is the clearest recent example. Narrated by Doechii over a Led Zeppelin soundtrack and featuring Caitlin Clark, A’ja Wilson, Sha’Carri Richardson and others, the spot took every criticism ever leveled at women in sport and turned it into a rallying cry. They can’t fill a stadium. They can’t break records. So win. It worked not because Nike decided to support women that year, but because supporting female athletes is inseparable from what Nike has always been. It returned to its roots rather than borrowing a cause. Mercedes-Benz’s [“Be One of Many”](https://www.instagram.com/reels/DVZBSuliGhm/) film, inspired by Luna Fluxa, the youngest and only girl on Mercedes’ Formula 1 Junior Team, challenged something most brands would not dare to touch: the idea that women need to be exceptional just to earn their place. Rather than celebrating her as a first or an only, the campaign asked why those qualifiers are still necessary at all. The company’s International Women’s Day work this year featured [Coco Gauff as a global brand ambassador](https://www.mediapost.com/publications/article/413497/mercedes-benz-debuts-social-campaign-featuring-coc.html%3Fedition%3D141916), and its “Driven by Her” collaboration drew on the story of [Bertha Benz](https://group.mercedes-benz.com/company/tradition/founders-pioneers/bertha-benz.html), who in 1888 was the first person to drive a car over long distance. The story was already there inside M-B’s history. It just had the sense to tell it. Microsoft has built one of the most consistent records of championing women in advertising. “Make What’s Next”asked young girls to name a female inventor and watched them struggle, connecting directly to Microsoft’s mission to inspire the next generation. Play “Be the One” which ran at the Super Bowl in 2020, told the story of Katie Sowers, the first woman to ever coach in the Big Game, shown using her Microsoft Surface as she ran drills and mapped out plays. All it takes is one, and then it opens the door for so many. Play [“The Code of Us”](https://news.microsoft.com/codeofus/women/) continues that thread, sharing stories of women in tech across Microsoft and beyond. What lands across all of it is the same genuine belief, grounded in what Microsoft actually does. These campaigns did not emerge from nowhere. Dove’s [“Real Beauty”](https://musebyclios.com/advertising/dove-real-beauty-sketches-inside-ogilvys-famous-viral-film/) argued the standard itself was the problem. Always’ [“Like a Girl”](https://musebyclios.com/sports/always-like-a-girl-from-online-viral-hit-to-super-bowl-champion/) reclaimed a phrase used as an insult. Barbie’s [“Dream Gap Project”](https://shop.mattel.com/pages/barbie-dream-gap) shone a light on research showing girls as young as six begin to doubt their own brilliance. P&G’s “Thank You, Mom” put women at the center of every great athlete’s story, as the force behind the achievement. Play And this Women’s History Month, FIGS’ [“Never Change”](https://musebyclios.com/worldviews/womens-day-spots-from-around-the-globe/) celebrated women in medicine at a moment when they now make up the majority of the healthcare workforce, with a warmth that could only come from a brand that genuinely knows the people it serves. Play What all of these campaigns share is something simpler than a playbook. They each began with something real, a belief the brand already held, an audience it already served, a story already living inside its own history. In every case the brand is not a bystander to the message. It is the hero of it. Inextricably connected to the story of female empowerment it is telling. The brands that get this right all started in the same place. They asked what they actually believed before they asked how to say it. ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Musings **Tags:** Always, Dove, FIGS, Mercedes-Benz, Microsoft, Nike, Super Bowl **Sections:** Community Voices, Entertainment --- ### [The Making of Texas Pete's 53-Minute 'Spaghetti Western'](https://musebyclios.com/musings/the-making-of-texas-petes-53-minute-spaghetti-western/) **Published:** March 27, 2026 **Author:** David Gianatasio **Content:** The Texas Pete brand is all about bringing bold flavor to things that have grown tired and need some zip. Instead of leaning into traditional hot sauce moments like wings or game-day foods, we went to a place no other hot sauce brands were playing. A routine staple in need of a kick. You guessed it, good ol’ spaghetti. Now, Texas Pete embraces all things cowboy. The mascot is a cowboy. It’s right there on the bottle. So, what would a pro-cowboy brand do with spaghetti? The creative team’s pitch: “What if we made a Spaghetti Western? A full-length film based entirely on spaghetti recipes.” So that’s what we did, extending the brand’s “Let Flavor Run Wild” platform in a new way to create “Texas Pete Spaghetti Western.” ### The Johnny Alfredo vs. Clyde Carbonara Showdown Inspired by the genre, the long-form film blends awesomely shot storytelling with spaghetti recipes, using humor and parody to keep things fun. Characters like Johnny Alfredo and Clyde Carbonara live in a stylized Western world where scenes are interrupted—or enhanced—by the making of Texas Pete–infused spaghetti dishes. It began when we found a great “Wild West” shooting location in rural New Jersey. Seriously. It was a cowboy theme park that was abandoned for the winter, and it gave us great-looking interiors and exteriors that read like a real 1800s-era Western town. We set up video village in the park’s old general store, complete with wood floors and taxidermy on the walls. Here’s a trailer: Play The shoot featured a live-action set and a stylized food set, which were shot simultaneously over two days. None of the sets had heat, so if you look closely, you can see our actors’ breath in the 15-degree weather. Having shot and edited the pieces, we launched like a real movie. Social teasers dropped in January, hinting at recipes without revealing the full concept. A trailer followed on National Hot Sauce Day, alongside posters and character reveals that positioned the campaign as a legitimate film release. The premiere took place at A/Perture cinema in Winston-Salem, N.C., near the brand’s headquarters. Media, influencers, and fans attended the screening followed by a reception featuring the actual pasta dishes from the film. There was popcorn in cowboy boot-shaped boxes. There were laughs. There were tears. And there were credits—lovingly sung by our creative team—that pushed the runtime past 40 minutes, comfortably qualifying it as a “feature-length film.” The full flick: Play After the premiere, the film launched online, supported by recap content and influencer coverage driving viewers to watch and explore the recipes—all developed by Texas Pete’s culinary team and all genuinely worth making. Seriously, you need to try them all because they are tasty. ### Our Short Takeaway from the Long-Form Play? Audiences have a big appetite for long-form content. And hot sauce infused spaghetti. In a landscape dominated by short-form content, our campaign takes advantage of a growing trend: when brands create something genuinely entertaining, audiences are willing to spend more time with it. Instead of asking for attention, the film invites you in and takes you along for the ride. By turning a simple product demo into a long-form entertainment experience, the Texas Pete Spaghetti Western gives folks spicy recipes alongside funny, classic Western satire. Forty minutes of noodles, spice, and ridiculousness—exactly what the internet wants from a spaghetti video. Everyone knows that. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/03/27075852/aposter-691x1024.jpeg)**CREDITS** **Cast** Johnny Alfredo – Jack Teitelbaum Deputy Al Dente – J.D. Demers Clyde Carbonara – Richard Mark Jordan Mary Marinara – Sophia Aranda Texas Pete Original Hot Sauce Bottle as Texas Pete Original Hot Sauce Bottle **Garner Foods** Roger Beahm – VP of Marketing Katie Chaffin – Director of Marketing Jordan Wetteroff – Brand Manager Logan Scherr – Marketing Coordinator **McKinney** Lyle Yetman – Co-Chief Creative Officer Omid Amidi – Co-Chief Creative Officer Will Dean – Executive Creative Director Jamie Steentofte – Associate Creative Director, Art Knowlton Bourne – Associate Creative Director, Copy Erynn Mattera – Associate Creative Director, Art Nate Nielsen – Junior Art Director, Copy Jane Reese – Junior Art Director, Art Kerry O’Connor – Group Strategy Director Chandler Condrone – Strategist Tamara Del Valle Beams – Group Strategy Director, Social Hanna Heaney – Social Strategist Ryan Gardiner – Group Client Director Gillian McBrayer – Account Director Marc Wilson – Account Supervisor Jamie DelGrosso – Project Manager **CYLNDR Studios** Kara O’Halloran – Executive Director, Production Pierre Roache – Director of Production Cristina Martinez – Sr. Producer Nicolette Kolb – Sr. Business Affairs Manager **Attention Arc** Michelle Wilson – VP, Account Services Cassie Paterno – Supervisor, Account Services Blake Collins – Media Planner **Wright Films** Andrew Wright – Executive Producer Ryan Polly – Director Dave Katz – Food Director Alexander Gould – Producer Lauren Bloomberg – Food Stylist Christopher Sneddon – Editor **FleishmanHillard** – Public Relations **Wildfire** Eli Baker – Web Developer Kevin Brooks – Technology Lead Elaine Borgmeier – UI/UX Creative Director Sarah Chandler – Account Supervisor Shelby Nash – Account Executive ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings **Tags:** McKinney, Texas Pete **Sections:** Community Voices --- ### [Why Brand Mascots Are Hotter Than Ever](https://musebyclios.com/advertising/why-brand-mascots-are-hotter-than-ever/) **Published:** March 27, 2026 **Author:** Shahnaz Mahmud **Content:** In the current climate where social media feeds are over-saturated, attend spans shrink and much of what gets distributed bleeds together, brand mascots are having a moment. In a cluttered media landscape, they help products and services stand out and heighten consumer appeal. So says marcom expert [Mitch Monson](https://www.linkedin.com/in/mitch-monson-921072337/) ECD of creative and partnerships at [Sibling Rivalry](https://www.siblingrivalry.com/). “Mascots are one of the most powerful ways to build distinctive brand assets and things people recognize without thinking,” says Monson. “They create instant familiarity and emotional connection. Which means your brand doesn’t have to reintroduce itself every time.” Consistency in voice is key. But Monson also points to something deeper. “Differentiation is not a luxury, it’s actually survival,” he says. “A mascot isn’t a shortcut to personality. It’s a commitment to having one. The ones that win will treat them like intellectual property and something you build, protect and grow over years, not quarters.” Here, Muse looks at brands building campaigns around their mascots to provide that link for the long term. ### Dulux and Dorothy As of this week, the [Dulux](https://www.dulux.co.uk/) dog is back! The U.K. paint brand ushered in a new era for its mascot, which first appeared 65 years ago. Dorothy, newly-named, appears as a puppy front and center of the brand’s new ads. In this film, she adorably shakes off Dulux paint colors from her shaggy coat: Play ### FIFA Heroes The game, launching at the end of April, features some of the greatest footballers of today against mythological creatures, the official [FIFA World Cup](https://en.wikipedia.org/wiki/FIFA_World_Cup) mascots and players from the past. Play ### Bachan’s Octo The Japanese barbecue sauce rolled out its biggest campaign to date: “Look for the Octopus” with creative partner, [Barrett Hofherr](https://barretthofherr.com/). [Bachan’s](https://bachans.com/?srsltid=AfmBOoo0eTLtGGFwKoptKOiKt9Blc8RwsdCaWMgusFYLOAnbhg1d4rDe) first-ever national campaign places its red octopus mascot, Octo, right up front: ![](https://cdn.musebyclios.com/wp-content/uploads/2026/03/26175501/Bachans_Unleashes_Its_Biggest_Brand_Campaign.jpg) ### Svedka’s Fembot She made a Super Bowl return after first appearing over a decade ago. The vodka brand was acquired by [Sazerac](https://www.sazerac.com/), which mandated her resurrection. She got a love interest, Brobot. Fembot will continue to be the face of the [Svedka](https://svedka.com/) brand. Play ### Nike’s Swooshman The sneaker brand brings back its super hero mascot, Swooshman, who made his bizarro debut in the ’90s, ushering in [Nike Sports Entertainment](https://www.sportsbusinessjournal.com/Daily/Issues/1997/03/20/Sponsorships-Advertising-Marketing/AS-NIKE-SPORTS-ENTERTAINMENT-STARTS-UP-QUESTIONS-PERSIST/). ![](https://cdn.musebyclios.com/wp-content/uploads/2026/03/25172824/swoosh-man-v0-2qhzd41otxoc1.jpeg) ### Firefox’s Kit Then there’s this [web browser’s](https://en.wikipedia.org/wiki/Firefox) effort to make navigation easier: Play ### Apple’s Lil Finder Guy This adorbs mini blue man was created to promote the new MacBook Neo on TikTok. Muse did a l’il writeup, which you can read [here](https://musebyclios.com/musings/meet-apples-new-brand-mascot-lil-finder-guy/). ![](https://cdn.musebyclios.com/wp-content/uploads/2026/03/26175938/ap1-1.jpg) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** Advertising **Tags:** Apple, Bachan's, Dulux, FIFA, Firefox, Nike, svedka **Sections:** Trending --- ### [Tom Brady Scarfs Ferrero Snacks in World Cup Promo](https://musebyclios.com/sports/tom-brady-swipes-ferrero-snacks-in-world-cup-promo/) **Published:** March 26, 2026 **Author:** David Gianatasio **Content:** When you leave food sitting around outside, a GOAT’s liable to snatch it. Case in point: Tom Brady. The 7-time Super Bowl champion just inked a World Cup promo deal with Ferrero. Check out the first fruit of that union, in which the greatest QB of them all swipes Nutella, Butterfinger and Crunch bars from folks in suburban backyards: There’s [a contest](http://www.goallinandwin.com), too. It runs April 1 through the end of July. Folks buying two Ferrero yummies can win all sorts of prizes, including trips and $1 million. “We have a very intentional focus on driving trial by encouraging people who love one of our brands to become fans of the whole Ferrero portfolio,” says Michael Lindsey, the brand’s N.A. chief business officer. Lucky Ferrero: Brady’s given the brand some extra kick by making headlines about a possible NFL comeback. “I actually have inquired, and they don’t like that idea very much,” [Brady says.](https://wbznewsradio.iheart.com/content/2026-03-26-tom-brady-says-he-asked-nfl-about-potential-comeback/) “We explored a lot of different things, and I’m very happily retired.” (With all the candy and ice cream he can eat!) Anomaly and Shadow Lion helped craft the campaign. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/03/26160932/tom-1.jpg) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Sports **Tags:** Anomaly, Ferrero Group, Tom Brady, World Cup **Sections:** Entertainment, Trending --- ### [Yum! Maxibon's Cookie-Man Leads Our 5 Ads of the Week](https://musebyclios.com/advertising/yum-maxibons-cookie-man-leads-our-5-ads-of-the-week/) **Published:** March 26, 2026 **Author:** David Gianatasio **Content:** ### [Bestie: Man Morphs Into a Cookie for Twisted Maxibon Ads](https://musebyclios.com/advertising/man-morphs-into-a-cookie-in-awesome-maxibon-commercial/) A dude turns into a giant chocolate chip cookie and begs his housemate not to eat him. Alas, his pal’s famished. And also a jerk. A mini-masterpiece of David Cronenberg-style schtick from Melbourne-based SickDogWolfman and director Matt Devine. No AI, btw. That’s a full-body snack-suit. **And in no particular order…** ### [Background Actor Jesse Heiman Takes Leading Role for Hellmann’s](https://musebyclios.com/advertising/background-actor-jesse-heiman-takes-leading-role-for-hellmanns/) Jesse’s sooo ready for his closeup. After 100+ TV, film and commercial appearances—mostly bit parts—mayo makes him a star. From Edelman Canada. ### [Beyond Belief: A Fresh Helping of KFC Weirdness](https://musebyclios.com/advertising/beyond-belief-a-fresh-helping-of-kfc-weirdness/) Mother London and director Vedran Rupic return with blindfolded acolytes rushing through the city to find a golden egg. For most, this won’t end well. ### [Clash Royale Takes It Outside for ‘Choose Your Battles’](https://musebyclios.com/gaming/clash-royale-takes-it-outside-for-choose-your-battles/) David N.Y. pits the action and excitement of video games vs. the toil and drudgery of real life. Can’t imagine which one wins. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/03/24092217/game-last-1.jpeg)### [Dreamlike Traffic Safety Spot Becomes a Nightmare](https://musebyclios.com/health/dreamlike-traffic-safety-ad-becomes-a-nightmare/) This odd but effective PSA from Ogilvy Spain warns viewers not to cross the street while using their phones. It’s a Twilight Zone of no exit, and director Aarón Lago delivers a stark message in the end. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Clash Royale, Directorate-General for Traffic, Hellman's, KFC, maxibon **Sections:** Trending --- ### [New Program at Clios: Clio Creators](https://musebyclios.com/clio-awards/the-clios-intros-new-program-clio-creators/) **Published:** March 26, 2026 **Author:** Amy Corr **Content:** In partnership with YouTube and Influential, the Clios have launched a new program, [Clio Creators.](https://clios.com/creators) It’s open for entries from agencies, brands and individuals across the brand and creator tracks. The program accepts submissions across a bevy of platforms, including Instagram, LinkedIn, Snapchat, TikTok and YouTube. “Clio Creators extends our reach to the entire creator ecosystem, honoring how their work is shaping the creative business from brand partnerships to independent storytelling, and everything in between,” says Clios CEO Nicole Purcell. An awards ceremony will take place in November at the Dolby Theatre in Los Angeles. The event will also be streamed on YouTube. “Creators are shaping the future of storytelling and Clio Creators provides the perfect platform to honor that innovation,” adds Chris Detert, chief communication officer of Influential. ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Clio Awards **Tags:** Clio Creators **Sections:** The Clios --- ### [Ice-T Backs the 'Buttmoji' for Lipton](https://musebyclios.com/film-tv/ice-t-intros-the-buttmoji-for-lipton/) **Published:** March 26, 2026 **Author:** David Gianatasio **Content:** If you’re confused about peaches, ice tea and people’s backsides, let Ice-T set you straight. After energizing the venerable Lipton brand [last year](https://musebyclios.com/music/ice-t-goes-full-o-g-for-lipton-with-ice-tea-insurance/) with his O.G. patter and not-so-tough-guy appeal, the rapper/actor returns today in a social-first push from Adam&Eve/TBWA. Ice begins, “A lot of people are asking, if we can’t use the peach emoji for booty, then what are we supposed to use instead? And I’m like, that’s a fair-ass question.” Noting that eggplant images are used to represent … other things, he reaches an inescapable conclusion: Only a “buttmoji” will do. > [@liptoniceteanl](https://www.tiktok.com/@liptoniceteanl?refer=embed "@liptoniceteanl") Introducing the new buttmoji — grab the sticker in the comments. Now you gotta respect the 🍑. Tea changes peach emojis. Tea changes everything. [\#RespectThePeach](https://www.tiktok.com/tag/respectthepeach?refer=embed "respectthepeach") [\#LiptonIceTea](https://www.tiktok.com/tag/liptonicetea?refer=embed "liptonicetea") [♬ original sound – liptoniceteanl](https://www.tiktok.com/music/original-sound-7618980014540819233?refer=embed "♬ original sound - liptoniceteanl") Bottom line: “Let’s keep it real A butt is a butt and a peach is a peach—is a Lipton Ice Tea. And we all know the damn difference.” There’s a buttmoji for fans to use in lieu of peaches, with sharing encouraged via the hashtag #RespectThePeach. “This campaign is about Lipton showing up where conversations are happening, with a welcome dose of irreverent humor,” says global CMO April Adams-Redmond. The work rolls out first across Belgium and the Netherlands before a wider European launch. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Film and TV **Tags:** Film and TV, Lipton **Sections:** Entertainment, Trending --- ### [Why Being Good, Fast and Cheap Is the Most Radical Thing a Brand Can Do](https://musebyclios.com/musings/why-being-good-fast-and-cheap-is-the-most-radical-thing-a-brand-can-do/) **Published:** March 26, 2026 **Author:** David Gianatasio **Content:** Most ads are invisible. Not because people hate advertising but because too many brands seem to have forgotten how to earn attention. Consumers—exhausted from decades of loud, manipulative and irrelevant messages–are tuning out. They’re blocking ads out of self-defense. The harder brands push with bigger budgets, louder messages and more placements, the faster audiences disappear. ### The brands breaking through aren’t outspending the noise. They’re refusing to make it. They work lean. They move fast. They make things that feel less like advertising and more like something worth a few seconds of a consumer’s day. [E.L.F. Cosmetics](https://musebyclios.com/musings/with-e-l-f-american-eagle-and-swatch-controversy-is-all-the-rage/) built a cult following through TikTok-native content that looked and felt like it came from fans. [Duolingo](https://minter.io/blog/how-duolingos-latest-marketing-campaign-stole-the-worlds-attention/) turned a push notification app into a comedy brand by letting its social team operate more like sketch writers than brand managers. [Buffalo Wild Wings](https://musebyclios.com/tag/buffalo-wild-wings/) owned March Madness overtime without a celebrity or a soundtrack—just the right idea at the right moment. None of these required blockbuster budgets. All required courage, speed and the conviction to let the idea ride once it was good. I learned this when I was 14. Not in a boardroom or a brief—in a driveway, with a beat-up camera and a BMX crew that had more nerve than resources. We made home-dubbed VHS tapes and mailed them to our few-but-loyal fans because we had something to say and couldn’t wait for permission to say it. The work wasn’t polished. It was alive. That’s the energy I’ve been chasing ever since—breaking into conversations without being thrown out. The playbook hasn’t changed. The stakes have. Most ads today still stink. They’re too loud, too desperate and too convinced that volume equals impact. They interrupt everything and register nothing. Brands keep spending more to reach people who have never been more determined not to be reached. How do you put ideas into the ether and let them permeate, thrive and survive? By being good, fast and cheap. Don’t wait for the perfect brief. Some of the most talked-about brand moments have been cheap to make and fast to execute. They worked because they were true—true to the brand and true to the moment. Truth doesn’t need a high-production budget. It needs nerve. Make 10 small bets instead of one enormous one. And get comfortable with work that feels a little rough, because rough is often what feels real. Working this way is more than a creative choice. It’s a commitment to unlearning everything that made your brand safe and invisible. Start here: **Never again make work people politely tolerate.** If it wouldn’t stop someone mid-scroll, it isn’t finished. **Never worship best practices like they’re creative scripture.** Best practices describe what worked yesterday for someone else. **Never again sand the edges off ideas** until they slide past audiences unseen. The weird part is usually the part worth keeping. **Never again let fear dress up as logic.** “We don’t have data on that” is not a creative strategy. **Never again treat advertising like a burden.** It’s an invitation to sneak into someone’s day and leave something worth remembering. **Never again pretend people owe you their attention.** They don’t. They never did. Earn it or go home. Creativity is not a department. It’s the bloodstream of the whole company. It belongs to anyone brave enough to imagine something better than what exists. And right now, the brands acting on that belief are the ones earning the attention everyone else is buying. ### So how do you lead the people doing this work? **Protect their spark.** Ideas show up naked, half-formed and embarrassing. Your job isn’t to judge the spark. It’s to guard it until it grows teeth. **Create speed, not stress.** Fast teams aren’t frantic teams—they’re focused ones. Speed through panic leads to burnout. Speed through focus leads to breakthroughs. The brands winning today have learned to compress the distance between idea and execution not by cutting corners, but by cutting bureaucracy. **Praise courage, not perfection.** courage compounds. When people see risk rewarded, they take more risks. When they see it punished, they stop—and your brand quietly becomes indistinguishable from competitors playing it safe. **Stay curious.** The best leaders aren’t the ones who know the most, they’re the ones who notice the most. Curiosity keeps you relevant. Keeps the work alive. When leaders stop being curious, teams stop being brave. The brands that matter 10 years from now aren’t planning their way there. They’re creating their way there—good, fast and cheap. Just like we did when we were 14 and hungry enough to figure it out with whatever we had. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings **Tags:** Chalkboard Ventures **Sections:** Community Voices --- ### [10 Great Album Covers, Chosen by James Kirkham of ICONIC](https://musebyclios.com/music/10-great-album-covers-chosen-by-james-kirkham-of-iconic/) **Published:** June 8, 2023 **Author:** Muse **Content:** Just looking at some of these covers is like time travel. You’re immediately transported to sights, sounds, feelings, emotions and friendships long forgotten. Even before you’ve heard a single bar or beat from any of the records, the very visual is so evocative and something of a forgotten past. We can all agree that they simply have less of a standing now in the era of Spotify and streaming platforms. It is nobody’s fault, just as the endless infinite convenience of these platforms is like magic then perhaps something was always going to give. But there was a benefit in the finite. You’d re-look at covers again and again. You’d place them deliberately at the top of piles of records or CDs as you might have wanted a certain band seen first by others. You’d look longingly into the cover as you listen to the whole album, searching for more meaning without the instant gratification of the internet to assist you. The covers are windows to a different time, a beautiful artwork tardis which moves you to a moment in your own distant memory. Beautiful and so meaningful. --- ## Spiritualized Ladies and Gentlemen We Are Floating in Space (1997) ![Spiritualized](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7) This cover stands up and managed to capture the feeling of ’90s overblown excess bordering on the surreal. Damian Hirst had opened a west London restaurant called Pharmacy with packets of tablets and artwork of medicine adorning the walls. This masterpiece of an album too came packaged looking just like medicine, with the CD itself sealed under foil inside a plastic bubble. It felt like unwrapping some kind of audio pain killer. As a student finishing a graphic design degree at the time, I obviously adored it. --- ## Primal Scream Screamadelica (1991) ![Primal Scream](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7) This just feels like an emblem for ecstasy, the anointed symbol of acid house. It is so simple, yet so incredibly evocative. It feels so uplifting and sun-drenched, and all the more amazing as it arguably has the most humble origins of all the artwork here. The album cover for Screamadelica was painted by Creation Records’ in-house artist Paul Cannell. Comically, unbelievably, Cannell was inspired by a damp water spot he’d seen on the Creation Records offices ceiling after taking LSD. Yet it became so iconic, it was made into a Royal Mail stamp. --- ## Massive Attack Mezzanine (1998) ![Massive Attack](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7) Nick Knight’s photographic masterpiece is like a twisted, nightmarish, dystopian cyborg insect. It was as dark, brooding and atmospheric as the sonics of the album, a world away from the soul of “Blue Lines,” this had the feel of a post-Britpop hangover in full effect. --- ## Duran Duran Rio (1982) ![Duran Duran](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7) Is there a more ’80s album cover? The cover artwork designed by Malcolm Garrett felt utterly inspirational for every graphic designer in the decades that followed. Painted by Patrick Nagel, the original thinking of the ensemble was to resemble that of 1950s cigar packaging, although this is not immediately apparent. Regardless, it is considered one of the greatest of all time. --- ## Sonic Youth Goo (1990) ![Sonic Youth](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7) Raymond Pettibon’s design was much mimicked and parodied and adorns a million t-shirts and bedroom wall posters. The American hand-drawn artwork is based on a newspaper photograph of Maureen Hindley and David Smith, key witnesses in the 1966 Moors Murders trial—with the stark black and white drawing juxtaposed with mysterious comic-book style dialogue, making for a perfectly arresting and impactful cover. --- ## Sex Pistols Never Mind The Bollocks Here’s The Sex Pistols (1977) ![Sex Pistols](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7) Jamie Reid’s god like graphic design, as informed by one of the greatest ever music marketeers (Malcolm McLaren) and original stylists (Vivienne Westwood). Quite the alchemic combination. This was their only studio album, and the cover will surely never be beaten. An impact which launched an entire movement, a new music era, informed language and changed society. The rich color scheme is still being given glowing references year after year, whether it be this season’s radiant Glitterbox disco artwork or Intro’s infamous Primal Scream’s Swastika Eye’s cover. The powerful resonating effect of Never Mind The Bollocks seems to last forever. Absolutely incredible. --- ## The Clash London Calling (1979) ![The Clash](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7) Photography by Pennie Smith was everything here, capturing the guitar smashing moment which feels now so synonymous with the band. But the use of color and typography in Ray Lowry’s design lifted it still further. Some say this precise combination of the “moment” and essence so beautifully shot is perfectly befitting of The Clash themselves, as they briefly were, but would never be again. --- ## Bob Dylan The Freewheelin’ Bob Dylan (1963) ![Bob Dylan](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7) The album cover features a photograph of Dylan with his then-girlfriend Suze Rotolo, walking together in New York City. I particularly loved the nod to this given such prominence in the 2001 remake of Vanilla Sky, where a recreation was done by Tom Cruise and Penelope Cruz’s characters, used as a key part of the movie’s reveal. They spoke in the film just as fans see the cover, of an incredibly nostalgic moment, a beautiful dreamy wistful passage of time which you want to last forever. Photographed by Columbia Records studio photographer Don Hunstein, this is less about design and more the impact of a single shot—surmising a moment, the feeling of a decade or even an era for a nation. --- ## The Beatles Sgt. Pepper’s Lonely Hearts Club Band (1967) ![The Beatles](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7) Peter Blake’s masterpiece. It is so ingrained in our psyche you need to stop and see it all over again for the first time. Like viewing the Mona Lisa, so ubiquitous, so recognized, so mimicked and parodied a million times since. What is wonderful are the stories of the concept: Blake has said that the intention was to show a new band surrounded by fans after a performance in the park. This was that scene, with the Beatles standing in front of cardboard cut-outs of these “fans.” Surreal, colorful, ’60s psychedelic goodness which will forever be imprinted onto the fabric of our culture. --- ## Blur Parklife (1994) ![Blur](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7) The antidote to grunge and American influence. The antithesis of that Nirvana, Pearl Jam, Soundgarden scene. This was the epitome of a new ’90s “England.” An update to the Kink’s ’60s poetry of a forgotten London, Parklife was dog tracks, betting shops, Cockney rhyming slang, pie and pints, Hackney marshes, jellied eels and everything in between. The front cover of greyhound racing was actually taken at Romford Stadium, Essex, by sports photographer Bob Thomas and has become the enduring iconic image of ’90s Britpop. [Art of the Album](https://musebycl.io/art-album) is a regular feature looking at the craft of album-cover design. If you’d like to write for the series, or learn more about our Clio Music program, [please get in touch.](mailto:michael.kauffman@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/ed7a852cd63f4539c49f21d191e111483f2ce7edf59bbe46340a7d4e1f4a99e0?s=300&d=mm&r=g) Muse [See Full Bio](https://musebyclios.com/author/rmartinezsprucetech-com/) [ ](https://musebyclios.com/author/rmartinezsprucetech-com/) **Categories:** Art of the Album, Design, Music **Tags:** ALBUM ART, ICONIC **Sections:** Entertainment --- ### [Experian's 12-Foot BFF Does a Demolition Derby](https://musebyclios.com/advertising/experians-12-foot-bff-does-a-demolition-derby/) **Published:** March 25, 2026 **Author:** David Gianatasio **Content:** More leg room. That’s what Experian’s 12-foot-tall [“Big Financial Friend” ](https://www.youtube.com/watch?v=sk_ak9Xez0I)(played by Sam Richardson) could dearly use as he returns in an RV for a demolition derby. Dude’s mission: Portray the brand as a calming force and trusted helper when money matters roar into metal-mangling mayhem. “People see themselves in these moments” of high stress and drama, says VP, marketing Steve Hartmann. “The BFF shows that even when life feels overwhelming, Experian is right there with you—supportive, dependable, and always available to help.” BFF really should buckle his seatbelt, though… People: Do NOT attempt these stunts unless you’re a broad metaphor. The :30—which features an impressive half-scale RV interior—will run during March Madness and NBA games, as well as F1 coverage. [Tarsem](https://www.radicalmedia.com/us/directors/tarsem?reel=commercial) directed through RadicalMedia, with creative development handled by Experian’s in-house agency The Cooler. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** experian **Sections:** Trending --- ### [Tecate Turned a Trio of Bars Into Free Beach Access Points](https://musebyclios.com/advertising/tecate-turned-a-trio-of-bars-in-mexico-into-free-beach-access-for-all/) **Published:** March 25, 2026 **Author:** Amy Corr **Content:** Beaches are free to the public in Mexico but access to them can be challenging, due to the privatization of public spaces. So, Tecate and LePub Mexico City turned three beach bars in Tulum that were previously privatized into access points to the oceanfront. Better still, “Acceso Playa Tecate” is free, and there are no bar spending minimums or time limits. A :90 below highlights how all are welcome and there’s fun for everyone. Play “Iconic brands don’t chase attention; they create relevance and impact. Creativity thrives when driven by purpose and responsibility,” says Aldo “Coco” Ramírez and Ricardo “Rich” Avilés CCOs at LePub. “By opening public access in historically restricted areas, Tecate and LePub turn a social challenge into a meaningful initiative. It’s not just about being present in a competitive territory; it’s about putting community wellbeing at the heart of every action.” The campaign will include TV, digital, social media, DOOH and influencers marketing. “This initiative arises from the conviction that free access to beaches can coexist with a culture of responsibility and respect,” adds Esteban Velasco, director of Tecate. “We believe in a long-term vision that promotes care for the environment and the appreciation of public spaces, so that they continue to be gathering and enjoyment points for people and communities, now and in the future.” ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Advertising **Tags:** LePub Mexico City, Mexico, Tecate **Sections:** Trending --- ### [Man Morphs Into a Cookie for Twisted Maxibon Ads](https://musebyclios.com/advertising/man-morphs-into-a-cookie-in-awesome-maxibon-commercial/) **Published:** March 25, 2026 **Author:** David Gianatasio **Content:** Pass the milk! Some dude takes a bite of Maxibon’s new chocolate-chip ice-cream bar and morphs into a giant cookie. Naturally, his housemate starts gnawing on the guy’s head as the man-snack squeals, *“Don’t eat me!”* and bemoans his fate: *“I’m a cookie!”* Melbourne-based SickDogWolfman created the campaign, which is *everything* (until something better comes along). Our anti-hero survives his pal’s ravenous attack. But life turns crummy: “A lot of deep research and data analysis went into the concept. No, not really,” agency creative director Jess Wheeler tells Muse. “We’ve worked hard on making Maxibon an [entertainment-driven](https://www.sdwm.com.au/pbj-bon) brand. So, that’s always where we start.” The impressive suit—channeling The Thing from Marvel, but in cookie form—is a full-scale prosthetic rig made by [Sharp FX](https://sharpfx.com.au/). “It had to be built to not only look like a cookie, but allow for a full range of movement and facial expressions to get the humor across,” Wheeler recalls. “Everything was shot in-camera, no AI or post. When his arm falls off in the (upcoming) TikTok, his arm actually falls off. All practical effects.” ![](https://cdn.musebyclios.com/wp-content/uploads/2026/03/24201825/ARM.jpg)“It took a lot of work to get it out into the world, but it was a very fun job,” Wheeler says. “I’m not sure if I’ve ever laughed more on set, and it was one of those cases where we had far more great stuff in the can than we could ever accommodate. So hard decisions had to be made in the edit suite.” Revolver’s [Matt Devine ](https://revolver.ws/director/matt-devine/)directs with great comic energy for maximum absurdity. Jordan Loveday’s screamy main performance rocks, with Con Coutis providing spot-on sidekick support (such a hungry young actor). Yes, it’s hilarious. But there’s a touch of David Cronenberg-style body-horror, too. That edginess feels next level. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/03/24201716/cookie-2.jpeg)SDW made last year’s freaky-great [face-melting spot](https://musebyclios.com/health/watch-a-face-melt-in-this-aussie-sunscreen-ad/) for Slather sunscreen in a similar style. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Ad of the Week, Advertising **Tags:** SickDogWolfman **Sections:** Trending --- ### [Time to Get Cracking on DIY With Help From Rona and a Survivor Classic](https://musebyclios.com/advertising/time-to-get-cracking-on-diy-with-help-from-rona-and-a-survivor-classic/) **Published:** March 24, 2026 **Author:** Amy Corr **Content:** The right mindset and tools are a key combo for tackling DIY projects. Spring is here, so it’s time to get *cracking* on projects that need TLC. With that in mind, Canadian home improvement chain Rona is making some noise with a TV and OOH campaign. Whether it’s fixing fences or faucets, painting or doing yard work, your body and mind must be ready. So stretch those legs—and don’t forget to crack your back, fingers, neck and anything else that needs adjusting. Even a family dog gets in on the fun. Survivor’s “Eye of the Tiger” provides the soundtrack. (Their ’80s bombast [improves any ad](https://musebyclios.com/advertising/citroen-love-cue-the-80s-music-video-montage/).) “The moment before you start a project is almost ritualistic. Whether you’re a Pro or a weekend DIYer, there’s that instinctive crack of knuckles or stretch before you begin,” says Joel Holtby founder and CCO of Courage, the agency behind the work. “We loved the idea of turning that small but universal behavior into a rallying cry for spring. ‘Let’s Get Crackin’ felt like the perfect way to capture the anticipation and energy that comes with finally getting started.” “This campaign captures the excitement and momentum that comes with the start of the season and invites Canadians to start on the projects they’ve been waiting all winter to begin,” adds Catherine Laporte, chief digital and marketing officer at Rona. ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Advertising **Tags:** Canada, Courage, DIY, RONA, Survivor **Sections:** Entertainment --- ### [Michelle Engel of Amazon Music on Working With Bad Bunny and Creating Authentic Connections](https://musebyclios.com/2-minutes-with/michelle-engel-of-amazon-music-on-working-with-bad-bunny-and-creating-authentic-connections/) **Published:** March 26, 2026 **Author:** Amy Corr **Content:** Michelle Engel is the global head of brand marketing at Amazon Music, where she leads global brand strategy and marketing initiatives that connect artists, culture, and audiences through innovative storytelling and partnerships. At Amazon Music, her work spans global brand campaigns, artist collaborations, and major cultural moments. These include Amazon Music Live, large-scale livestream events such as Bad Bunny’s No Me Quiero Ir de Aquí: Una Más performance from Puerto Rico, plus cross-company initiatives that connect music with sports, entertainment and original content. We spent [two minutes](https://musebyclios.com/category/2-minutes-with/) with Michelle to learn more about her background, her creative inspirations and recent work she’s admired. Michelle, tell us… ### Where you grew up, and where you live now. I was born in Ft. Worth and raised in Atlanta. My career took me to multiple cities in Florida, Boston, Portland (Oregon), and back to Atlanta for the last 20 years. ### How you first realized you were creative. When I ran for class president in eighth grade, I didn’t realize I was getting my first lesson in marketing. I created a campaign logo based on a guitar and a song, and I plastered the middle school with merch with that logo on it—unintentionally building a brand that would continue with me all through high school. That was the moment I realized my creativity and marketing instincts could combine with my passion for music to create authentic connections with people. ### Your earliest musical memory. I have two older brothers who were very into music when I was young. I have a distinct memory of hearing Eric Clapton’s “Wonderful Tonight” coming from my brother Mark’s room and hearing the lyric “…brushing her long blonde hair.” I was immediately convinced the song was about me (and my long blonde hair). My parents didn’t believe their 4-year-old would really want an Eric Clapton album, so they had me skip my favorite TV show—The Muppet Show—for two weeks in a row to prove how much I wanted it. I earned that album and I love it to this day. ### A person you idolized creatively early on. I was lucky enough to work closely with Nettwerk and the team that brought Lilith Fair to life in the ’90s. At the time, the idea of an all-female festival was truly hard to comprehend. Watching Sarah McLachlan stand firm on her vision for both the fan and the artist experience for the festival was inspiring. And it fundamentally changed how I understood the music business could work. I was in awe of her backbone and what she risked for her creative vision. ### A moment from high school or college that changed your life. I went to the University of Florida where they had one of only two 100,000-watt commercial radio stations on a college campus in the U.S. This was not a traditional college radio station with a box of records and a two-hour shift once a week. This was a real radio station that ran commercials, got Nielsen ratings, and had full-time DJs. The program director, Harry Guscott, took a chance on me and not only gave me a shift, but entrusted me with the afternoon drive slot and the role of music director. I met with label reps, managed ratings books and quite literally served as the on-air voice for North Florida. That experience set me up for a job right out of college in my dream field. The chance Harry took on me launched my career in radio and set the foundation for my work in music and marketing. ### A visual artist or band/musician you admire. This answer changes often. There are plenty of artists that I admire, but after seeing Lady Gaga in Berlin on her Mayhem Ball tour, I would be remiss not to call her out. The tour is theatrical, cinematic, and emotional. Despite the scale of the production, she forged an intimate, unmistakable connection with the audience, and when she closed the show raw, without makeup, and hand in hand with her team, it brought me to tears. She pours herself into both her performance and her fans, leaving you feeling less like an audience member and more like a friend. ### One of your favorite creative projects you’ve ever worked on. Amazon Music became the first music streaming service to sponsor a Formula 1 team through its collaboration with the Alpine Formula 1 Race Team. Our goal was to authentically connect music and sports and to amplify the moment that F1 was having in pop culture. We brought artists to races and created unique social content with them. The most memorable moment was when we took Benson Boone to the Mexico City Grand Prix and made a music video with F1 driver Pierre Gasley in one day. That video became our most viewed piece of social content of all time. We also had artists design a driver’s helmet for the Canadian Grand Prix, Lainey Wilson changing tires in Austin, and much more. The quality of the content and the impact of the collaboration make it the most meaningful project in my career so far. ### A recent project you’re proud of. In 2025, Amazon Music collaborated with Bad Bunny to bring Puerto Rico to a global audience. The collaboration began with a livestream of the final night of his historic No Me Quiero Ir de Aquí residency, giving fans around the world front-row access to a defining cultural moment and becoming the most-watched single-artist livestream in Amazon Music history. We also released an exclusive Bad Bunny vinyl tied to the residency, extending the experience for fans beyond the performance itself. Most importantly, the collaboration launched a multi-year initiative between Amazon and Bad Bunny focused on supporting Puerto Rico through programs spanning education, technology access, economic development, and community investment—using the scale of Amazon to celebrate the island’s culture while creating meaningful, long-term impact. ### Someone else’s work that inspired you years ago. I have always loved Dove’s “Real Beauty” campaign. It launched 21 years ago and rings true even more today. ### Someone else’s work you admired lately. I’ve always admired what Uber Eats has done with its NFL partnership. By centering the campaign on football and food, they created a “can’t miss” cultural moment, with celebrity partners whose genuine enthusiasm makes the campaign feel authentic. That’s not easy to achieve—paid partnerships with national sports leagues often struggle with attribution or risk feeling forced if the connection isn’t real. ### One thing about how the music world is evolving that you’re excited about. Because of the always on nature of music streaming and access to artists via social media, we are in a beautiful moment where audiences discover music without genre constraints. Gen Z has erased the need for genre and normalized music of all kinds living and playing together naturally. I love hearing Goose, next to Sabrina Carpenter, next to Red Clay Strays, next to Tyler, the Creator. I think the freedom of music without boundaries is refreshing and brings the focus back to the art. ### Your biggest strength as a creative person. I think about the customer first—where they are, what they’re thinking about, and what they’re dealing with. Creative for the sake of creative doesn’t always land for the brand. Creative designed to connect with the customer will always land. ### Someone worth following on social media. I really love when artists we admire manage their own accounts and share real feelings. I love following female athletes that are taking us with them on their journey like Ilhona Maher (U.S. Rugby). Pedro Pescal is using his platform for good, and I trust that he is the one updating his socials. I am also enjoying the evolution of Amy Poehler into a podcaster; the clips she shares on social are joyful. ### A mentor who helped you navigate the industry. We have mentors during different seasons of our career. I look to people that ground me, remind me of what matters in life, and why we are doing what we do. Rather than traditional mentors, I look for people who can serve as personal “board members,” offering guidance and advocating for my success much like a business. The most constant and impactful mentor I’ve had is Cameo Carlson, the CEO of mTheory. I’ve always grateful for her insights and advice. I don’t know where I’d be without her. ### How you’re paying it forward with the next generation of creatives. I have been doing what I do for a long time. My favorite part of my job is managing people and helping them find their superpowers. My role isn’t just to manage day-to-day performance, but to help set people up for their future success. I encourage my team to approach their current role like a master’s program, with an ongoing curriculum that creates a sense of continuous growth, even during periods when it may not feel obvious. ### What you’d be doing if you weren’t in the music industry. I would be a career/executive coach. I love unpacking people’s path and helping them get to where they want to be. I love teaching people to see themselves through other people’s eyes. And if not that… I would be a CMO of an F1 racing team! ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** 2 Minutes With **Tags:** Amazon Music **Sections:** Entertainment, The Clios --- ### [Dreamlike Traffic Safety Spot Becomes a Nightmare](https://musebyclios.com/health/dreamlike-traffic-safety-ad-becomes-a-nightmare/) **Published:** March 25, 2026 **Author:** David Gianatasio **Content:** ![](https://cdn.musebyclios.com/wp-content/uploads/2026/03/25093537/screen-3.jpg)So, you wanna keep your face glued to a phone screen while you cross a busy thoroughfare? That’s a crap idea. Because memes, K-pop and all manner of digital distractions aren’t nearly as *real* as a car or truck bearing down on you. Ogilvy Spain and director Aarón Lago deliver the message in a disarmingly dreamlike PSA. The action grows increasingly stylized as a pedestrian gets sucked into an expanding online universe. It’s an effective and unexpected approach, more riveting, perhaps, than shooting entirely on location. The dude appears especially vulnerable. His mental isolation makes him oblivious to his surroundings. We can feel this won’t end well. And indeed, the :60 harkens back to the glory (oft-gory) days of traffic-safety spots from more than a decade ago. This one’s bloodless … to a point. But the closing shots suggest the walker might have reached his final destination. “Saying that we’re a society held hostage by a screen may sound trite, but it’s completely true,” say agency creative directors Guille Fernández and Pablo Poveda. “Looking at your phone while crossing doesn’t expose you to a scare. It exposes you to an impact with an extremely high probability of death.” ![](https://cdn.musebyclios.com/wp-content/uploads/2026/03/25094358/screen-xx.jpg)“The real environment—the street, the pedestrian crossing—grounds the story in a familiar, everyday moment, where countless situations can go unnoticed,” Poveda and Fernández tell Muse. “In contrast, the studio enabled us to build a more controlled universe representing the kind of content that captures users’ attention on their phones. This contrast amplifies the impact of the abrupt return to reality, when the accident is revealed.” “Shooting in a studio gave us full control over the aesthetic. It allowed us to elevate the artistic quality and reinforce a distinctive visual language, aligned with previous campaigns for the brand. This combination adds visual richness and heightens the dramatic tension.” Spain’s Directorate-General for Traffic produced the appeal, which breaks amid the busy run-up to Easter. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Health and Wellness **Tags:** Ogilvy Spain **Sections:** Lifestyle --- ### [The Future of Strategy Boils Down to the 'Minimum Viable Dose'](https://musebyclios.com/musings/the-future-of-strategy-the-minimum-viable-dose/) **Published:** March 25, 2026 **Author:** Amy Corr **Content:** AI can now do almost everything a strategist does. Research. Decks. Synthesis. Visualization. Prototyping. Faster. Cheaper. Often well enough. That last part is the problem. The industry’s first instinct was predictable: use the machine to do more of what we already do, just quicker. Crank out more decks. Run more audits. Produce research at a pace that would’ve required a team of six only eighteen months ago. And it works. The output looks right. The structure holds up. Clients don’t always notice the difference. But “clients don’t always notice” is a dangerous foundation for an entire profession. Here’s what AI can’t do: originate. It’s a machine of the past, built from everything that already exists. It recombines. It never invents. It can survey an entire competitive set in seconds. But what it hands you is a map. A map is not a way through. It has no intent. It can’t look at a situation and decide everyone else is wrong. It can’t want anything for your brand. Originality is what creates advantage. An advantage is an original position, a way of seeing or acting that no one else has taken. A creative act, full stop. And that creative act is the strategist’s only distinct job. We do plenty of things for plenty of people. But the one thing we can do for a business is find an original way to win. **As Easy as IDAE: The Four Moves You Need to Make** That job sounds complicated, but it can now be broken down into four moves: 1. **Interrogating** the strategic landscape to build a current, true point of view about the world. 2. **Distilling** that into a core insight, tension, or unexplored territory. 3. **Articulating** a strategy that creates distinct, real-world advantage for a client. 4. **Expressing** that strategy as a story and a system that creates directionality. AI handles moves one and four well. Interrogating and expressing are about speed and craft. However, distilling and articulating are about seeing something new and turning it into a way to win. AI can’t do the creative part of strategy. But here’s the real tension: most strategists can’t, either. Not because they lack the ability. Because they lack the time. We can flex into everything, so we get pulled into everything. AI hasn’t freed us. It compressed timelines and raised expectations that everything should happen faster. **The Minimum Viable Dose Strategist** The real opportunity is using AI to protect time for the work that matters. Compress moves 1 (interrogating) and 4 (expressing) to a minimum viable dose. Let AI handle the research scaffolding, the deck production, the competitive scans. The time that opens up goes to moves 2 (distilling) and 3 (articulating). The goal is sharper strategy, not just faster strategy. I’ve started calling this the Minimum Viable Dose Strategist. The strategist who wins does less of everything except the one thing only they can do. This creates five new rules for strategists to live by: 1. **“Perfection” holds strategy back.** Find a direction worth exploring, then bring people along as you sharpen it. 2. **Be brutally honest and critical.** AI accelerates the ass-kissing paradigm. Every tool is trained to validate you. Weaponize your intuition instead. It’s probably right. 3. **Go deep after AI goes wide.** Let the machine map the territory. Then go where it can’t follow. 4. **“Good enough”** is the new bad. Good enough is a prompt away. A paid-for strategy is only worth it if it produces something never before seen. That’s the new premium. 5. **Rare information is your new advantage.** When 95 percent of the world’s info is instantly gettable, the other 5 percent becomes gold. And it’s hard to find: IRL meetups, niche community boards, conversations that never got indexed. This leaves us with questions worth sitting with:How do we protect time for insight work? How do we make the creative act itself faster and sharper? How do we use AI to produce more original strategies, not just blander, faster strategies? The strategists who answer that won’t just survive the compression. They’ll be the ones still worth paying for. ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** AI Update, Musings **Tags:** AI, Code and Theory **Sections:** Community Voices --- ### [Clash Royale Takes It Outside for 'Choose Your Battles'](https://musebyclios.com/gaming/clash-royale-takes-it-outside-for-choose-your-battles/) **Published:** March 24, 2026 **Author:** David Gianatasio **Content:** A new DOOH push for Clash Royale shows gameplay and one headline asks, “Are you for real?!” That question captures a mood for CR and the broader gaming culture. It nods to the fact that millions of folks don’t give a hoot for workaday life when digital adventures await. The quarterly report’s overdue and the boss is fuming—tough nuts. Heart beat for the game. Players gotta play! Billboard placements in the midst of bustling European cities amplify the effect. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/03/24092217/game-last-1.jpeg)“This campaign is about celebrating the players who prioritize their passion for Clash Royale over life’s endless interruptions,” says André Toledo, CCO at DAVID New York, which helped develop the initiative. “It’s a testament to their focus and their love for the game.” “The media placement targeted busy urban areas in Berlin and London where the message would resonate the most,” he tells Muse. “OOH allowed the ad to bring the audience in on the joke of our message without it being a disruption.” ![](https://cdn.musebyclios.com/wp-content/uploads/2026/03/24092344/game-1-1.jpeg)And if they play on [wonky phones with cracked screens](https://musebyclios.com/gaming/clash-royale-superfans-compete-on-cracked-screens/), so be it. That’s what true fandom is all about. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Gaming **Tags:** Clash Royale, David **Sections:** Entertainment, Trending --- ### [Brian Franks of Where Eagles Dare on American Eagle, Five Below and Walmart](https://musebyclios.com/2-minutes-with/brian-franks-of-where-eagles-dare-on-american-eagle-five-below-and-walmart/) **Published:** March 24, 2026 **Author:** Shahnaz Mahmud **Content:** With over 25 years of experience leading creative and strategy for major consumer brands, [Brian](https://www.linkedin.com/in/franksbrian/) is founder and CCO at independent agency Where Eagles Dare. Clients include American Eagle Outfitters, DSG, Midas, Five Below, Brigit and more. We spent two minutes with Brian to learn more about his background, his creative inspirations and recent work he’s admired. # Brian, tell us … ### Where you grew up, and where you live now. I grew up in Erie, Penn., spending a month every summer in North Carolina with my dad. Those two very different places shaped me. Today, I proudly call Pittsburgh home. ### How you first realized you were creative. When I was a kid, my aunt and uncle gave my brother and me a subscription to [Childcraft](https://en.wikipedia.org/wiki/Childcraft) encyclopedias. I became obsessed with doing every project. In grade school, I remember an art teacher, Mrs. McGregor, who encouraged me. That was probably the first time someone singled me out as having talent, and when my creative confidence journey began. ### A moment from high school or college that changed your life. My first concert. Eighth grade summer, when the [Beastie Boys](https://en.wikipedia.org/wiki/Beastie_Boys) came through Erie on the [Licensed to Ill](https://en.wikipedia.org/wiki/Licensed_to_Ill) tour. I was at a sleepover, and my friend’s older sister took us along. It completely blew my mind in all the right ways. The music, style, set design, people in the crowd and overall experience left me fully energized, curious and craving more. ### Your most important creative inspirations, and some recent stuff you love. I obsessively consume movies, series, music, books, art. In college, I worked the graveyard shift at [Blockbuster Video](https://en.wikipedia.org/wiki/Blockbuster_(retailer)) and logged an encyclopedia’s worth of films that still live rent-free in my brain. Lately, I’ve been loving the work [Oz Perkins ](https://en.wikipedia.org/wiki/Osgood_Perkins)is making, and my creative director, [Zam](https://lbbonline.com/people/zam-cadden), is constantly building playlists that inspire new thinking. Follow [Zamantha Lee ](https://open.spotify.com/user/121948225?si=f9dbc2f70e614ab7&nd=1&dlsi=a2ebc5ccf0944c77)on Spotify and thank me later. ### One of your favorite creative projects you’ve ever worked on. There’s a special kind of reward when something you create becomes part of the cultural conversation. While at [American Eagle Outfitters](https://en.wikipedia.org/wiki/American_Eagle_Outfitters), I collaborated with [College Humor](https://en.wikipedia.org/wiki/CollegeHumor) on an April Fools’ campaign called [“Skinny Skinny,”](https://vimeo.com/119489783?share=copy&fl=sv&fe=ci) which unexpectedly went viral. Play ### A recent project you’re proud of. We designed the branding and packaging for a private-label summer inflatable collection for [Five Below](https://www.fivebelow.com/?srsltid=AfmBOoofiRzLSS71SGqK8IDAyF27B6OfWQGvKoNCra9JhXOqwsGgQQxg) called [“Let’s Go.”](https://shorturl.at/LytZz) The goal was simple: take a true-value product and make it feel fun, elevated and special—without losing accessibility. ### Someone else’s work you’ve admired lately. [Walmart’s](https://en.wikipedia.org/wiki/Walmart) “Who Knew” campaign. It’s smart, confident and does exactly what great brand work should: It invites people to take a fresh look at something they thought they already understood. Play ### Your main strength as a creative person. I tend to see ideas before they’re fully formed and I’m good at connecting dots and pulling from culture to find a fresh way in. ### Your biggest weakness. Perfectionism. It can occasionally tip into micromanaging, something I’ve learned to recognize and manage better over time. ### A mentor who helped you navigate the industry. Two stand out. [Michael Leedy](https://www.linkedin.com/in/michael-leedy-0a091b3/), American Eagle CMO during the early years, hired me out of school and helped me understand the craft, art and science of branding. Thanks, Michael. [Kathy Savitt](https://www.linkedin.com/in/kathysavitt/), CMO during the later years, taught me to start every project by visualizing the ideal end-state first, then building creative that solves toward that vision. Thanks, Kathy. ### What you’d be doing if you weren’t in advertising. My wife is an interior designer, and we’ve had a lot of fun renovating homes, working on real estate projects and imagining spaces. If not advertising, I’d probably be designing and renovating environments where people actually live. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:amy.corr@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Advertising **Tags:** Where Eagles Dare **Sections:** Community Voices --- ### [Sprite Refreshes Global Platform, Engages Mustard for Sonic Branding](https://musebyclios.com/advertising/sprite-refreshes-global-platform-engages-mustard-for-sonic-branding/) **Published:** March 23, 2026 **Author:** Amy Corr **Content:** Sprite launched a global platform—”It’s *That* Fresh”—with a new logo, sonic branding and global partnerships across music, basketball, fashion, street culture and more. “Sprite’s goal is to deliver not only ultimate refreshment with intense carbonation and exceptional lemon-lime taste, but also a fresh perspective through partnerships with culture-makers around the world and new, memorable experiences for fan communities in music, sports, and food,” says Oana Vlad, VP of Sprite Global Brand. A :30 below, targeting Gen Z, features new can imagery and how the brand plans to show up for the demographic: The brand worked with producer Mustard on a sonic identity designed to sound like a first sip of Sprite: To deepen its connection to street culture, Sprite partnered with Crenshaw Skate Club, a Los Angeles–born skate collective known for its influence across skateboarding, fashion and community. The brand also debuted Sprite FreshFest in London last week, an event with live performances, merch drops and experiences around basketball, food and fashion. The global campaign, from WPP Open X, Forpeople, Zeno Group, Tuney and Ear Candy includes TV, OOH and influencer content. ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Advertising **Tags:** Mustard, Sprite, WPP Open X, Zeno Group **Sections:** Trending --- ### [Ice Cube, Freddie Freeman Take Us Out to the Ballgame](https://musebyclios.com/sports/ice-cube-freddie-freeman-take-us-out-to-the-ballgame/) **Published:** March 24, 2026 **Author:** David Gianatasio **Content:** Muse sibling [Ads of the World](http://adsoftheworld.com) picked its fave baseball-themed campaigns ahead of MLB’s 2026 season, which launches this week. ### MLB, ‘Opening Day Campaign w/ Ice Cube & Freddie Freeman’ Agency: Wavemaker Creative Who’s on first, second or third? That would be Ice Cube and Dodgers star [Freddie Freeman](https://musebyclios.com/film-tv/freddie-freeman-whiffs-in-ryan-reynolds-latest-sickkids-appeal/). They have a ball, as it were, in the league’s [zippy commercial](https://www.adsoftheworld.com/campaigns/opening-day-campaign-w-ice-cube-amp-freddie-freeman), up to antics at the stadium, trumpeting the return of America’s pastime. Play ### MLB • Netflix, ‘Opening Night’ On [Opening Night](https://www.adsoftheworld.com/campaigns/opening-night), the New York Yankees and San Francisco Giants, two iconic franchises, take to the field. They let us know that winter is over and The Show has returned. This is no ordinary matchup. This is the first game of a season full of promise and there’s only one place to watch it. This year, the MLB starts on Netflix, March 25. Aaron Judge will be waiting for you. Play ### Seattle Mariners, ‘Babyproofed’ A very fertile [Mariners clubhouse](https://www.adsoftheworld.com/campaigns/babyproofed) over the past year paved the way for the latest and easily the most wholesome campaign the club has rolled out ahead of Opening Day. Titled “Babyproof,” the 30-second spot features new dads, highlighting the bonds this fulfilling life chapter has created among teammates going through it together. Play ### Toronto Blue Jays, ‘Where Were You? Where Will You Be?’ Some of the best stories begin with a [simple question](https://www.adsoftheworld.com/campaigns/where-were-you-where-will-you-be): Where were you? The clip features memories made over the past 49 Blue Jays seasons, and new ones waiting to be experienced in No. 50. Where will you be? Play ### Colorado Rockies, ‘We’re Here for the Climb’ Every climb has a beginning, a commitment to hard work ahead and a belief that every step matters. Success does not appear overnight, but progress happens every day. The Mile High team stresses baseball at altitude, [built for the climb](https://www.adsoftheworld.com/campaigns/we-re-here-for-the-climb). Play ### World Baseball Classic • ‘Expect Everything’ The 2026 World Baseball Classic saw Venezuela defeat the U.S. in a dramatic championship game. This edition built on the momentum of previous tournaments, expanding MLB’s global footprint and competitive depth with a diverse field representing the Americas, Asia and Europe. [The promo](https://www.adsoftheworld.com/campaigns/expect-everything) below captures the heart of not just the event, but baseball itself. Play ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Sports **Tags:** Colorado Rockies, Major League Baseball, MLB, Netflix, Seattle Mariners, Toronto Blue Jays **Sections:** Entertainment, Trending --- ### [Background Actor Jesse Heiman Takes Leading Role for Hellmann’s](https://musebyclios.com/advertising/background-actor-jesse-heiman-takes-leading-role-for-hellmanns/) **Published:** March 24, 2026 **Author:** Amy Corr **Content:** Background actor Jesse Heiman steps into a starring role for Hellmann’s Canada. Heiman has over 100 film and TV appearances and those of us in the ad biz might remember him from this [GoDaddy Super Bowl](https://www.youtube.com/watch?v=R6lefQ6K8zM) spot, where he famously kissed model Bar Refaeli. With the launch of #MainFlavorEnergy, Hellmann’s is giving Jesse Heiman, and mayo, the attention they deserve. The :45 from Edelman Canada takes place in a restaurant. The camera pans across multiple diners while Heiman explains, “If films were sandwiches, I’d be the secret sauce, stealing the spotlight.” The spot closes at Heiman’s table, where he shines as a main character, next to a condiment that wants to shine like ketchup and mustard. “I’ve spent my career technically in frame but rarely recognized,” says Heiman. “So, when Hellmann’s Canada told me mayo was stepping out of the background and into the spotlight, it felt like the perfect partnership. For the first time, we’re both bringing some main flavor energy.” The campaign, targeting Gen Z, adds a dijonnaise mayo flavor to the lineup, which already boasts chipotle, spicy, garlic parmesan and buttermilk ranch. “We figured there’s no one better to bring the hype than someone who, like mayo, has always been in the background,” an agency spokesperson tells Muse. “With 100+ acting credits in beloved movies and television shows playing roles like Man at Water Cooler and Nerd #1, Jesse felt like the perfect fit. Together, Jesse and Hellmann’s show that Flavors can take any dish from supporting act to showstopper.” ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Advertising **Tags:** Canada, Hellmann's, Jesse Heiman **Sections:** Entertainment, Trending --- ### [Beyond Belief: A Fresh Helping of KFC Weirdness](https://musebyclios.com/advertising/beyond-belief-a-fresh-helping-of-kfc-weirdness/) **Published:** March 23, 2026 **Author:** David Gianatasio **Content:** Is KFC’s chicken cult back for more? You better believe it. The concept of belief powered KFC’s recent U.K. and Ireland campaigns, with [freaky dancing hens](https://musebyclios.com/advertising/lets-watch-150-humans-dance-like-chickens-for-kfc/) and freakier [gravy baptisms](https://musebyclios.com/advertising/kfcs-weird-ritual-at-a-sacred-lake-of-gravy/) generating headlines and [some controversy](https://musebyclios.com/behind-the-scenes/director-vedran-rupic-on-creating-a-gravy-lake-baptism-for-kfc-and-a-kooky-car-chase-for-twix/). Now, Mother London and director Vedran Rupic return with a sequel that finds blindfolded “believers” seeking a golden egg. They race through late-night streets in a cray quest that can only end one way … airborne and feathered: “This year, the ambition was to open up ‘Believe’ to the public and get them involved,” Tomas Coleman, ECD at Mother, tells Muse. “So, rather than launching this campaign with a film in the traditional sense, we looked at it more as an invitation to act.” “A group of people put their blind faith in chicken to the test, and the person who believes strongest has that faith rewarded with the golden egg. Which has been a recurring theme in the ‘Believe’ world,” he says. “The audience is then faced with the question, ‘How much do you believe in chicken?'” A QR code leads to an IRL “test of faith” set for coming months. “Just like in the film, the one person who proves their belief to be the strongest will float away with the golden egg—which is worth £50,000.” Presumably, the winner won’t be suspended high above the Earth by a chicken. But you never know. “Vedran took that gamified take on the campaign and turned it into the logic of the world, where there are some sort of otherworldly forces trying to get in the way of the contestants, eliminating those whose faith falters,” says Coleman. Such notions will play into the IRL contest. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/03/23081610/KFC-ooh.jpeg)The team chose “to shoot everything practically to give the world a playful yet grounded feeling,” says Derek Man Lui, also an agency ECD. “The boulders are really rolling down the hill and the lightning is a towering LED strip that strikes our man in the trench coat. We could’ve done it all in post or used AI, but you wouldn’t feel the stakes of each obstacle.” Indeed, the :90 offers edgy fun. Its absurdist mad dash should spark wide-spread interest and give the approach renewed wings. *Bwaaaak!* ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** KFC, Mother, Mother London **Sections:** Trending --- ### [In Belgium, Women Earn Equal Pay in Prison. So, Let's Watch Them Work Hard to Get Arrested](https://musebyclios.com/eurovisions/in-belgium-women-earn-equal-pay-in-prison-so-lets-watch-them-work-hard-to-get-arrested/) **Published:** March 23, 2026 **Author:** David Gianatasio **Content:** Here are some notable European commercials that broke in recent weeks, selected by Muse sibling [Ads of the World](https://www.adsoftheworld.com/). ### ZIJkant, ‘Equal Pay Day’ Agency: Mortierbrigade In Belgium, women earn 20 percent less than their male counterparts across all areas of the job market, except for one: prison. Female inmates in Belgian prisons receive fixed pay for their work, and the rate is gender equal. This [humorous spot](https://www.adsoftheworld.com/campaigns/equal-pay-day) shows the extraordinary lengths women will go to for equal pay by getting themselves arrested and sent to prison. Play ### DATEV, ‘The Human Story’ Agency: Serviceplan At the center of [this campaign](https://www.adsoftheworld.com/campaigns/the-human-story-behind-business-succession) is a young entrepreneur taking over her parents’ business. The narrative follows her through the expectations, uncertainties and decisions of her first year in charge. The camera stays close to the protagonist, capturing moments of responsibility and reflection with a calm, authentic visual language. Play ### Austria Tourism Board, ‘The Austrian Synapse’ Agency: Wien Nord Serviceplan In this campaign, the [narrative centerpiece](https://www.adsoftheworld.com/campaigns/the-austrian-synapse) follows three travelers exploring Austria in very different ways. As their journeys unfold, new synapses appear visually, eventually connecting all three stories. The spot combines live-action footage with handcrafted animation from Bounty Studio and artists including Pia Graf. Play ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Eurovisions **Tags:** Austria Tourism Board, DATEV, ZIJkant **Sections:** Trending --- ### [AI Could Be a Disaster for Junior Staff Development. Here's a Remedy](https://musebyclios.com/musings/ai-could-be-a-disaster-for-junior-staff-development-heres-a-remedy/) **Published:** March 23, 2026 **Author:** David Gianatasio **Content:** Replacing entry-level positions with AI presents a huge problem for the future talent pipeline. [Sunup’s AI’s Effect on the Marketing Industry report](https://studiosunup.com/blog/ais-effect-on-the-marketing-industry-2025/) revealed that 91 percent of U.S. senior agency leaders expect AI to reduce head counts, and all of their member companies are using such tech in some capacity. In a world where AI is non-negotiable, employers and junior talent are rethinking entry-level roles. But there’s another issue hiding in plain sight. If, just as they begin their careers, young employees are required to use AI for some of the most foundational skills in the business, it could rob them of the experience they will need to level up. As revolutionary as AI is for so many entry-level tasks, quality control from someone who knows how to do the job and hold AI accountable is still a must. Skipping the development of these foundational skills in favor of outsourcing to tech is a disaster in the making. So, how do we avoid creating a gap in essential knowledge and critical thinking for professionals who will need those skills to become leaders in the future? ### Double Down on Talent Pipeline Investments If you believe AI can replace your interns and entry-level employees today, you’ll be in for a rude awakening when you can’t find anyone with the experience to fill mid-level roles tomorrow. If anything, investing in training programs and entry-level positions is even more important with the integration of AI. Because no one will know better how to work with those systems than the team members that have been trained on their usage from day one. ### Use AI to Enhance, Not replace, Traditional Processes Schools teach kids to do math by hand before they allow them to use calculators. Later on, if a calculator tells us that 3 + 5 = 10, we know something is wrong. AI is an accelerator, not a replacement—and a less [reliable one](https://openai.com/index/why-language-models-hallucinate/) at that. It is essential that skills development include understanding how AI-integrated processes should work without the help of tech to determine what success looks like, and to know what to do if AI is wrong. As many of us have experienced in recent years, knowing what the end result should be makes working with AI easier and yields higher-quality outcomes. After all, how does a junior copywriter distinguish between good and bad GenAI content (sales-driving ad copy, for example) if they don’t know for themselves what a good end product looks like? ### Protect Essential Core Skills AI in business is nearly ubiquitous. But just because you can use it for a task doesn’t mean you should. Too often, data analysis and writing are assigned to AI when they would provide critical learning opportunities for entry-level professionals. Companies across the board and agencies in particular should consider policies that help juniors learn core skills before becoming reliant on AI for them. The solution will look different depending on the industry and the job—like barring entry-level team members from using AI for certain jobs until they’re proficient or teaching traditional and AI-enabled processes in tandem. The common aim is vital for all businesses: secure the brain power of future leaders. AI is here to stay, but it doesn’t have to destroy the talent pipeline and undermine the critical thinking we need in future leaders. If we put the proper protocols in place now, we can safeguard the next generation of employees from tech’s effects on their knowledge, experience and advancement. We can teach them how to work alongside AI to produce the best work possible, without losing accountability. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** AI Update, Musings **Tags:** AI, Quad **Sections:** Community Voices --- ### [Creator Corner: Glamzilla's Big Gig, Alix Earle's Mystery Project, TRESemme's A-List](https://musebyclios.com/creators/creator-corner-glamzillas-big-gig-alix-earles-mystery-project-tresemmes-a-list/) **Published:** March 23, 2026 **Author:** Christine Champagne **Content:** We’re back with another look at creators attracting headlines, beaucoup views and big interest from brands. This installment of “Creator Corner” rocks an awards-show vibe as we highlight a hair-extravaganza from TRESemme and ponder the disaster that was Jake Shane conducting red carpet interviews. ### Glamzilla Enters the C-Suite Creators aren’t just taking over the red carpet—they’re moving into the executive suite. To wit: Jake Shane is CCO at German candy company Katjes, and Alix Earle is one of Gorgie’s strategic investors. Now comes news that Glamzilla, the Filipino-Canadian influencer, has been named Rare Beauty’s chief shade matcher. In our estimation, it’s a match made in heaven. > [View this post on Instagram](https://www.instagram.com/reel/DV__5gBki3Y/?utm_source=ig_embed&utm_campaign=loading)[A post shared by Stephanie Santana (@glamzilla)](https://www.instagram.com/reel/DV__5gBki3Y/?utm_source=ig_embed&utm_campaign=loading) ### Alix Earle Teases a New Brand Campaign WTF is Alix doing now? Rather than announce her latest brand project, she is challenging her followers to figure it out through a series of cryptic Instagram posts, including one of a billboard that reads: “We’re about to bare it all—a big secret is breaking out, one puzzle piece at a time. Be the first to solve it.” Some fans are guessing she’s launching a skincare brand, which would make perfect sense. [All will soon be revealed.](https://www.instagram.com/wtfisalixdoing/) ### Jake Shane’s Red Carpet Fail The debate over whether influencers should be conducting red carpet interviews at the Oscars is still raging more than a week after the show because of Jake Shane’s awkward chats with Julia Fox and Damson Idris. Shane actually asked Fox if she thought the sick child in the film If I Had Legs I’d Kick You, who had to be fed through a feeding tube, was “annoying.” Fox was clearly taken aback. Variety’s Daniel D’Addario says Shane’s performance proves [creators are sometimes out of their depth](https://variety.com/2026/film/columns/jake-shane-vanity-fair-oscar-party-backlash-1236691324/ "creators shouldn't be red carpet interviewers"). Sadly, journalists who have spent years covering the film industry likely won’t survive the creator invasion. > [View this post on Instagram](https://www.instagram.com/reel/DWB7qYbNHZI/?utm_source=ig_embed&utm_campaign=loading)[A post shared by Scary Mommy (@scarymommy)](https://www.instagram.com/reel/DWB7qYbNHZI/?utm_source=ig_embed&utm_campaign=loading) ### The #TRESemmeAList Which creator is most likely to wake up with waves? Slay a sock curl? Out-hairstyle the room? Are you dying to know? TresSemme bestowed these hair-themed honors and others on creators including @rachsolomon\_, @kiannanaomi and @beckypenhos. While there wasn’t an actual ceremony, we do see—via a post on TRESemme’s Instagram page—a guy decked out in a tuxedo delivering each A-List Award to a deserving creator. > [View this post on Instagram](https://www.instagram.com/reel/DV7U6zFjCLp/?utm_source=ig_embed&utm_campaign=loading)[A post shared by TRESemmé (@tresemme)](https://www.instagram.com/reel/DV7U6zFjCLp/?utm_source=ig_embed&utm_campaign=loading) ![author avatar](https://secure.gravatar.com/avatar/bca57dd4723116a5018776272ebed389875689a3404acf351677240c4d746cec?s=300&d=mm&r=g) Christine Champagne [See Full Bio](https://musebyclios.com/author/christine-champagne/) [ ](https://musebyclios.com/author/christine-champagne/) **Categories:** Creators **Tags:** glamzilla, Oscars, tresemme **Sections:** Entertainment, Trending --- ### [Design x Strategy = the New OS for Brands](https://musebyclios.com/musings/design-x-strategy-the-new-os-for-brands/) **Published:** March 21, 2026 **Author:** David Gianatasio **Content:** You can’t see it happening, but your brand is fracturing in real time. Not because creative missed the mark or a campaign fell flat. Brands lose customers when something as small as an interaction, a message or an experience doesn’t meet expectations. Today, consumers will abandon you after just two inconsistent moments. A few missteps, and they’re gone. ### What’s Broken For decades, marketing worked like an assembly line. Strategy defines, design expresses, communications explains and media amplifies. Each team hands the work to the next and hopes the pieces come together in the end. But a deeper issue runs across the entire business: business and brand strategies have been treated as separate disciplines. Operations over here, brand experience over there. The assumption was that if the business fundamentals were sound, the brand would simply follow. In a fully connected world, that division is gone. Now, every touchpoint is part of the brand experience. And every brand interaction impacts the business. A store visit, an app notification, a service request, even a support prompt. With 70 percent of brand perception now shaped by real-world experiences, messaging alone is no longer enough. ### Why This Matters Now In most markets, products have reached parity. Functional differences don’t win. Brands now require cultural and emotional energy. Add to that reality: brands are producing content faster than ever. More channels. More touchpoints. More frequency. Your brand is reaching people constantly. Which means every piece of content, whether planned or reactive, shapes perception. That velocity makes Brand OS imperative. Without a stable operating system, speed creates inconsistency. Teams need clear foundations that support both coherence and flexibility. This is the core tension shaping modern marketing: the need for variety to stay relevant and coherent to build trust. A well-defined Brand OS becomes the anchor. It lets teams move fast, while ensuring every expression feels right. It allows the brand to scale in a world that keeps accelerating. ### Brand OS in Practice For years, La-Z-Boy heard its logo “looked like a healthcare company”—but the issue ran deeper than visuals. Across 350+ locations, the experience didn’t match the product. Customers loved the furniture but described the brand as cold and corporate. This wasn’t a messaging or logo problem. It was a systemic misalignment between operations and brand promise. So, instead of simply redesigning the logo, we [rebuilt the operating system](https://www.collemcvoy.com/work/la-z-boy). Strategists and designers worked as one team, building positioning in real time around a single question: If La-Z-Boy stands for comfort, how should that show up across every touchpoint? Comfort became a governing principle—shaping stores, service, packaging, digital and design systems. Because strategy only works if the business is built to deliver it consistently. ### The Brand OS Blueprint Brand OS delivers results when it becomes a company-wide priority. Everyone must understand how their decisions contribute to the whole. Start building this infrastructure with these five structural moves: **Audit where your brand fractures (because it does).** Your job is to find the cracks before customers do. Score for consistency. Survey for coherence, not recall. The gap between internal perception and reality can prove costly. It’s where business operations often contradict brand promises. **Restructure how teams operate.** Put strategy and design together from day one, not to review each other’s work, but to co-create. Test execution as you define positioning. If strategy finishes before design begins, fractures are all but guaranteed. **Build brand guidelines as operating systems**. Create systems that empower teams to make consistent decisions without constant approval. Systems must include frameworks, behaviors and protocols that directly link positioning to experience, and experience to business operations. **Hire for OS thinking, not campaign execution.** Designers must craft the entire journey. Strategists must understand design constraints and execution realities. Operations must see how their decisions shape customer perception. All disciplines must understand each other’s language. **Measure system health, not just campaign performance:** - How many touchpoints require approval? - Can teams decide independently? - Do customers experience a coherent brand? - Are operations aligned with the brand promise? Measure creative beyond how it looks in presentations. Measure it by whether a store employee can deliver the proposition correctly without having to ask for permission. ### The Shift Ahead Customer patience has evaporated and the margin for error isn’t shrinking, it’s gone. In commoditized markets where products reach parity, the brand is the only sustainable differentiator because it creates clarity, coherence and customer preference. Instead of structuring teams by discipline and selling strategy decks followed by disconnected execution, agencies must evolve so that everyone in the organization thinks of the next campaign as an opportunity to build integrated operating systems. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings **Tags:** Colle McVoy **Sections:** Community Voices --- ### [Face Values: Classic Album Covers as Evocative Portrait Art](https://musebyclios.com/art-of-the-album/face-values-classic-album-covers-as-evocative-portrait-art/) **Published:** March 22, 2026 **Author:** Amy Corr **Content:** I’ve discovered a consistent theme in the covers I’m drawn to: uniquely designed portraits—from intricate painted images to incredible stage sets and hand-drawn illustrations. Album art and visuals are incredibly important to any record. Before social media, the image of an artist was largely shaped by album covers, magazines and newspaper write-ups. Fans didn’t know the day-to-day life of an artist. So, these iconic LP portraits and branding mattered deeply. I’m thankful that vinyl, CDs and other formats are back in style. From Janis Joplin’s velvet pose to the transcendent imagery of Sierra Ferrell’s stunning record, cinematic flair and boundary-pushing artwork reign across my list. ### Joni Mitchell ### Clouds (1969) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/03/20101941/AOTAJoni-Mitchell.jpg)Joni was a painter as well as a songwriter, and much of her artwork appears on her covers. I love that. It feels personal, organic and one of a kind. “Both Sides Now” is my favorite song of all time. So having such a beautiful cover accompanying those dreamy, thoughtful tracks feels like a gift. ### Janis Joplin ### Pearl (1971) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/03/20101939/AOTAJanis-Joplin.jpg)I’ve had this vinyl hanging in my living room for years, and it continues to inspire me. Janis’ smile and relaxed pose on a vintage couch are everything. I love the bright pinks contrasted with the deep blues. ### Carter Faith ### Cherry Valley (2025) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/03/20101934/AOTACarter-Faith.jpg)The cinematic country landscape Carter Faith created with this record is incredible, and the cover is nothing short of a dream. The long, lacy dress, vibrant curtain and classic movie-style font feel timeless. It was incredible to watch her perform this album live. The branding of the cover came together on the stage: red velvet, high southern hair and a funky dress. ### Sammi Accola ### A Candle On A Busy Street (2026) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/03/20101947/AOTASammiAccola.jpg)I worked with a dear friend and artist, Chloe Saint Aubin, to create what originally began as a bandana design but ultimately became the album cover. We pulled together elements inspired by the first three singles, the precursor EP artwork and several themes from the album itself. The thistle flowers associated with the single “Holy Woman” were inspired by my work at Thistle Farms and the many women who embody Christ’s love and sincerity in diverse expressions of womanhood. The hands reaching toward one another—mirroring The Creation of Adam by Michelangelo—symbolize a desire to connect humanity and God. In the song “Turning the Tables,” the lyric, “Break my heart for what breaks yours,” is a call to listen to each another and seek action against injustice. The hearts follow the lyrical message of the third single, “Mona Lisa,” comforting the listener: “You’re the mind, you’re the soul, you’re the heart.” Lastly, the sun-symbol first appeared on the precursor EP, Renaissance. The dynamic shape is an eccentric candle flame that mirrors a lyric from the title track: “Hold a candle on a busy street, I’ll sleep when there’s heavenly peace.” ### Dolly Parton ### 9 to 5 and Odd Jobs (1980) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/03/20101936/AOTADolly-Parton.jpg)The concept is bold but immediately understandable—and the range of topics she covers in the songs is incredible. Through the years, Dolly’s image and artistry are some of the most recognizable, and I love the playfulness in this particular cover. ### Judah & the Lion ### Pep Talks (2019) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/03/20101943/AOTAJudah-the-Lion.jpg)This is such a creative concept album. The basketball court setting is a fun touch, and the songs themselves are just as uplifting. ### The Head and the Heart ### Living Mirage (2019) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/03/20101951/AOTAThe-Head-and-the-Heart.jpg)The different perspectives—people lying down, looking at the camera or walking through the frame—are genius. The pastel tones are vibrant and match the band’s sound. The album is incredibly communal, so I think the use of multiple expressions in the frame aligns so well. ### Lauren Daigle ### Lauren Daigle (2023) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/03/20101945/AOTALauren-Daigle.jpg)The colors! One of the most beautiful portrait covers. Her expression radiates joy and life. Lauren’s music is deeply community-oriented, and the wild floral explosion feels like a celebration of life with God and people through her eyes. ### Jade Bird ### Different Kinds of Light (2021) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/03/20101937/AOTAJade-Bird.jpg)I remember gasping the first time I saw this cover. The silhouette, the slanted light cutting through her body and the vibrancy are breathtaking. The title track is gorgeous. And the portrait reflects the feeling of being truly seen by someone who loves all of you. ### Sierra Ferrell ### Trail of Flowers (2024) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/03/20101949/AOTASierra-Ferrell.jpg)Sierra’s experimental costumes are epic. The iconography works beautifully with the eclectic nature of the music and the themes woven through the record. The mixed-media detailing is one of a kind. [Art of the Album](https://musebycl.io/art-album) is a regular feature looking at the craft of album-cover design. If you’d like to write for the series, or learn more about our Clio Music program, [please get in touch.](mailto:michael.kauffman@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Art of the Album **Tags:** ALBUM ART, Design, Music **Sections:** Community Voices, Entertainment --- ### [Adam Rubin of 72andSunny on 'Hard Rock Bet Party' and His Yankees Fandom](https://musebyclios.com/2-minutes-with/adam-rubin-of-72andsunny-on-hard-rock-bet-party-and-his-yankees-fandom/) **Published:** March 17, 2026 **Author:** Shahnaz Mahmud **Content:** [Adam](https://www.linkedin.com/in/adambearrubin/) is a group brand director at 72andSunny N.Y. We spent two minutes with Adam to learn more about his background, his creative inspirations and recent work he’s admired. # Adam, tell us … ### Where did you grow up, and where do you live now. I grew up in Westfield, N.J. After leaving for college and then spending a decade or so in NYC, I wound up boomeranging back to Westfield a few years ago. ### What is your earliest sports memory. I remember my dad taking my younger brother and me to a [Yankees](https://en.wikipedia.org/wiki/New_York_Yankees) game when we were a little older than toddlers. It was awesome to experience [Yankee Stadium](https://en.wikipedia.org/wiki/Yankee_Stadium). But the pre-pitch clock game time apparently proved too long for little kids who skipped their naps. We had to bail early, but it started a lifelong love affair with the team and the sport. The pitch clock is kinda lame for fans actually at the game. I want my stadium experience to last as long as possible. Nothing better than basking in the sun, watching baseball, crushing peanuts and eating hot dogs for hours. ### Who are your favorite sports team(s). The Yankees are far and away my No. 1. But also, go [Birds](https://en.wikipedia.org/wiki/Philadelphia_Eagles). And shout out to my alma mater, the [Syracuse Orange](https://en.wikipedia.org/wiki/Syracuse_Orange). ### Who are your favorite athlete(s). My all-time favorite athletes are [Derek Jeter](https://en.wikipedia.org/wiki/Derek_Jeter) and [Bernie Williams](https://en.wikipedia.org/wiki/Bernie_Williams)—’90s Yankees, baby. Bernie and I share a birthday, just a couple decades apart. ### What is your favorite sports movie and/or show. [Caddyshack](https://en.wikipedia.org/wiki/Caddyshack). Endlessly re-watchable, so quotable (“You’ll get nothing and like it!”). Obviously funny, with such a satisfying underdog story at the core. ### What is your favorite sports podcast or news show. Keeping it old school, I have a special place in my heart for [PTI](https://podcasts.apple.com/us/podcast/pti/id147232181). [Tony](https://en.wikipedia.org/wiki/Tony_Kornheiser) and [Michael](https://en.wikipedia.org/wiki/Michael_Wilbon), still going strong after all these years. I also respect what they’re doing at [Jomboy](https://en.wikipedia.org/wiki/Jomboy_(sports_media)). [Talkin’ Yanks](https://www.youtube.com/channel/UCzcaZfAmCJlCSoBOiNWx20Q) with [Aaron Boone](https://en.wikipedia.org/wiki/Aaron_Boone)—just so cool that they do that. ### What is your favorite sports video game, if you have one. [Tony Hawk’s Pro Skater](https://en.wikipedia.org/wiki/Tony_Hawk's_Pro_Skater). For a kid who grew up skating, this was simply it. ### What is a recent project you’re proud of. We launched the [Hard Rock Bet Party](https://www.hardrock.bet/news/hard-rock-bet-invites-fans-to-the-hard-rock-bet-party/) at the start of this past football season, a metaphorical manifestation of the sportsbook app where sports, culture, entertainment and fans can come together in one place. We shot with such amazing talent, from Mike Tyson to John Daly and an insane lineup of U. of Miami football greats. Dale Earnhardt Jr. said it was the most fun set he’d ever been on. It’s a big sandbox for us, and I’m excited to say, keep a lookout for the next wave of the campaign dropping this week actually! ### Can you share someone else’s recent work that you admire. [New Balance](https://www.newbalance.com/) and their [Ohtani ](https://en.wikipedia.org/wiki/Shohei_Ohtani)spot [“Two Swords”](https://www.youtube.com/watch?v=65FP0UQaKoA) stopped me in my tracks. As a piece of film, everything from the look to the timing is so unique and pensive. I also got exposed to [KFC Canada’s](https://www.kfc.ca/) [“Kyle F\*cking Connor”](https://clios.com/winners-gallery/details/205515) while judging at Clio Sports this year—and I’m flat-out obsessed. Watch this [case study](https://musebyclios.com/sports/triple-grand-why-kfc-canada-changed-its-buckets-and-logo-for-the-nhl-playoffs/) if you haven’t seen it. Play ### What can sports do that nothing else can. Fandom fosters community. It’s why you can talk to a stranger wearing your team’s gear and instantly strike up a conversation. Plus, I love all the little quirks and inside jokes that spawn from this kind of connection, when fandom takes on a life of its own. My daughter has been saying “bing bong” a lot lately. And every time I hear it, I’m like: [Knicks!](https://www.youtube.com/watch?v=mkhrUM35CQo) ### What would you be doing if you weren’t working in the sports space. I’ve always wanted to be a professional skydiver. Maybe it’ll be my retirement plan. I just need to find the time to log enough jumps to get certified. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.]() ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Advertising, Sports **Tags:** 72 and Sunny NY **Sections:** Community Voices, Entertainment --- ### [Lindsay Lohan's So There for Health-Ade Kombucha](https://musebyclios.com/film-tv/lindsay-lohans-so-there-for-health-ade-kombucha/) **Published:** March 20, 2026 **Author:** David Gianatasio **Content:** From time to time, Lindsay Lohan [surfaces in an ad campaign](https://musebyclios.com/film-tv/lindsay-lohan-dylan-efron-and-charo-star-for-old-navy/), and some lucky brand enjoys extra bounce based on the fraught nature of her celebrity. Indeed, Lindsay’s making headlines this week for the spot below, which finds her turning heads on a sunny street as she hypes Health-Ade Kombucha. Fifteen years ago, she [blamed the beverage](https://www.latimes.com/archives/blogs/ministry-of-gossip/story/2011-06-24/lindsay-lohan-it-was-kombucha-tea-not-cocktails) for a failed alcohol test. So, it’s all a big in-joke. And pretty slick, allowing both the brand and Lohan to bask in a throwback pop-culture glow. Luke Anderson, founding partner of Juxtapose Studio, which developed the push, says Lindsay and Health-Ade “felt like a natural pairing.” Of course, that’s a common claim about endorsers. Here, it proves true and amusingly ironic. “We’re making kombucha accessible, approachable and part of a lifestyle that inspires people to feel their best from within,” adds brand VP of marketing Sandra Heidrich. In the end Lohan name-checks “The Booch.” So we can savor that, too. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Film and TV, Health and Wellness **Tags:** juxtapose studio, lindsay lohan **Sections:** Entertainment, Lifestyle --- ### [Ruffles Doesn't Need AI to Turn Chips Into Pepper Seeds](https://musebyclios.com/advertising/ruffles-doesnt-need-ai-to-turn-chips-into-pepper-seeds/) **Published:** March 20, 2026 **Author:** Amy Corr **Content:** Have you ever thought that Ruffles potato chips resembled pepper seeds? Influencer Larissa Gloor pointed this out to the brand and a subsequent OOH and print campaign emerged when a new Mexican Pepper flavor made its debut. Created by Ampfy, the campaign, part of Ruffles’ “Random Thoughts” platform, is running in the São Paulo and Rio markets. “For us, this is a natural evolution of the campaign, which was born from listening to and connecting with our audience from the very beginning,” says Bruno Macário, marketing director of PepsiCo Brazil. “The ‘Random Thoughts’ campaign thrives on spontaneity and digital culture, and by exploring Larissa Gloor’s comment about the Mexican Pepper flavor, we demonstrate how actively we are monitoring the engagement of our consumers and brand fans.” A behind-the-scenes video shows viewers how a giant pepper was made with clay and chips were 3D printed then meticulously merged with the pepper: Play ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Advertising **Tags:** Ampfy, Brazil, Ruffles **Sections:** Trending --- ### [Lisa Kudrow and Michael Patrick King Unpack Season 3 of HBO Max's The Comeback](https://musebyclios.com/behind-the-scenes/lisa-kudrow-and-michael-patrick-king-unpack-season-3-of-hbo-maxs-the-comeback/) **Published:** March 20, 2026 **Author:** Christine Champagne **Content:** If you are a creative person living in fear of AI destroying your career, the latest season of HBO Max’s The Comeback will speak to you. The show finds Lisa Kudrow’s actress alter ego Valerie Cherish cast in a multi-cam sitcom. Sitcoms are back in vogue? Great! But here’s the catch: This show, titled How’s That?, is written by AI. Play Oh, and it’s a secret that Cherish needs to keep to avoid blowback. Not surprisingly, she feels conflicted, but she also wants to work. Kudrow and Michael Patrick King, who co-created the series, recently held a press conference to promote The Comeback, now in its third and final season. Here’s four things we learned from that presser: **THE STORY HAD TO BE TOLD ASAP** There are always time limits when it comes to writing a show, but the pressure was on to write the latest installment of The Comeback as fast as humanly possible. Yes, humans wrote these scripts! King recalls accompanying Kudrow to pitch season three to HBO chief Casey Bloys. He loved the idea, responding, “‘Yes. Now!’” King says. “It was very much: As fast as you can.” There are developments in AI every day. And the worry was, “We’ll be old news,” Kudrow says. “Our goal was to get on the air before a studio admitted they were using AI,” King adds. **FEAR FACTOR** ![](https://cdn.musebyclios.com/wp-content/uploads/2026/03/20134901/lisa-kudrow-ella-stillerhidef-1.jpg)Photo by Erin Simkin/HBOUltimately, the comedy in this season of The Comeback comes from the fear of AI among the creative class. “We’re living in a nightmare of what could possibly happen to all of us,” says King, a veteran of the industry also famous for writing and directing Sex and the City. While King didn’t address his personal thoughts on the technology, Kudrow doesn’t feel threatened. “There might be some AI entertainment that audiences like, but it’s not going to take over everything,” she predicts. **HOW VALERIE CHANGED SINCE WE LAST SAW HER MORE THAN 10 YEARS AGO** A quick history of The Comeback for those of you who haven’t watched the show since the beginning: It debuted in 2005, a time when there was an explosion in the production of cheap reality series. Cherish, a B-list sitcom actor, agrees to star in a reality show based on her life despite the drawbacks because she is desperate to reignite her fading career. In the show’s second season, from2014, prestige television is all the rage, and Cherish plays a fictionalized version of herself in a series called Seeing Red. She wins an Emmy for her performance. It’s a dream come true, but she doesn’t take the stage during the awards ceremony to receive the biggest honor of her career. Instead, she rushes to the hospital to be with Mickey, her hairdresser, who has fallen ill. In the 11 years since then, Cherish’s fortunes have waned as the television industry has crashed and burned, with Hollywood rattled by mergers, strikes and the loss of production overseas. Cherish is also up ageism. “She’s been adrift for a few years when we meet her again, which is exactly right where we want her,” Kudrow teases. **IS SEASON THREE REALLY THE END OF THE ROAD FOR THE COMEBACK?** The Comeback is unique in how it pops up every decade or so to portray the state of the television industry through Cherish’s experiences. Certainly, there will be more story to tell a decade from now. Is this really the final season, or might we see the show return down the line? When a reporter hopefully poses that question, Kudrow responds, “But it’s a trilogy!” “We’re not doing a quadrilogy,” King confirms. “So that’s an absolute no.” *The Comeback returns to HBO Max for its third—and let us stress, final—season on March 22.* ![author avatar](https://secure.gravatar.com/avatar/bca57dd4723116a5018776272ebed389875689a3404acf351677240c4d746cec?s=300&d=mm&r=g) Christine Champagne [See Full Bio](https://musebyclios.com/author/christine-champagne/) [ ](https://musebyclios.com/author/christine-champagne/) **Categories:** Behind the Scenes **Tags:** HBO **Sections:** Entertainment, Trending --- ### [Who Stole Your Fries? McDonald's Solves the Mystery](https://musebyclios.com/advertising/who-stole-your-fries-mcdonalds-solves-the-mystery/) **Published:** March 20, 2026 **Author:** David Gianatasio **Content:** When it comes to McDonald’s French fries, everyone’s a thief. TBWA\\Zurich illustrates this sorry state of affairs in simple yet dynamic OOH. We get McD’s pop-art minimalism, served with surprisingly strong storytelling given the lack of overt narrative elements. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/03/20083907/MCD-last.jpg)And yet, each billboard tells a tale in concise, colorful fashion. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/03/20083922/MCD-x.jpg)Sometimes you don’t need reams of words, convoluted scenarios or AI tomfoolery (as McD’s [knows all too well](https://musebyclios.com/musings/ai-didnt-spark-the-mcdonalds-ad-backlash-the-perception-of-laziness-did/)). ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** McDonald's **Sections:** Trending --- ### [Bernd Haber of New Sound Experience on Artists and Brands Creating Mutual ROI](https://musebyclios.com/2-minutes-with/bernd-haber-of-new-sound-experience-on-artists-and-brands-creating-mutual-roi/) **Published:** March 22, 2026 **Author:** Shahnaz Mahmud **Content:** [Bernd ](https://newsoundexperience.com/about/bernd-haber#:~:text=Bernd%20H%C3%A4ber%20is%20a%20German-born,in%20the%20live%20music%20industry.)is the founder and executive director of The New Sound Experience. In 2003, he founded [Worldstrings Promotion](https://www.worldstrings.com/), a Pete Seeger-endorsed mission. It specializes in producing events using music as a common language to bring people together and promote understanding of diverse cultures. Bernd works as an agent, promoter and presenter of traditional and contemporary music. He collaborates with artists across continents, organizing concerts and managing tours. He is a member of the Recording Academy (presenter of the Grammys) and Pollstar. We spent two minutes with Bernd to learn more about his background, his creative inspirations and recent work he’s admired. # Bernd, tell us … ### Where you grew up, and where you live now. I was born in East Berlin—behind the Iron Curtain—and grew up in East Germany until the fall of the Berlin Wall in 1989. It is probably not well known that East Germany had a thriving music scene. Reach out to me if you want to learn more. ### Your earliest musical memory. Turning 18, my parents gave me an acoustic guitar, which set me on a path of potentially becoming a musician. ### Your favorite bands/musicians today. [John Kay](https://en.wikipedia.org/wiki/John_Kay_(musician)) and [Steppenwolf](https://en.wikipedia.org/wiki/Steppenwolf_(band)), [Mike Oldfield](https://en.wikipedia.org/wiki/Mike_Oldfield), [Klaus Schulze](https://en.wikipedia.org/wiki/Klaus_Schulze) ### One of your favorite projects you have ever worked on. Serving as artist manager and booking agent of John Kay—founder, vocalist and primary songwriter of Steppenwolf—in 2019-20, working with John on his transition from rock music star to solo artist. ### A recent project you are proud of. Just a few months ago, I joined the team of the [Nursing Rocks! Concert Series](https://www.nursingrocksconcerts.com/), empowering and honoring nurses through the uplifting power of live music. Their mission is to foster a positive impact within the nursing community at nationwide events. ### One thing about how the music world is evolving that you are excited about. In 2024, I embarked on a journey referred to as [The New Sound Experience](https://newsoundexperience.com/) to eliminate Single Sound Nightmares at live music events. I partnered with [Amadeus Acoustics](https://amadeus-acoustics.com/), a sound company based in Vienna, Austria. ### Someone else’s work, in music or beyond, that you admired lately. [Björks’s](https://en.wikipedia.org/wiki/Bj%C3%B6rk) [Cornucopia](https://www.bjorkcornucopia.com/) live recording. Particularly the 3-LP [vinyl album ](https://shop.bjork.com/collections/bjork-vinyl)with amazing cover art. ### A book, movie, TV show, or podcast you recently found inspiring. TV: I am a big fan of [Mr. Robot](https://en.wikipedia.org/wiki/Mr._Robot)—the American techno-thriller series running from 2015 to 2019, celebrated for its complex characters, psychological depth and incisive themes about hacking, mental health and big tech’s grip on society. [Rami Malek ](https://en.wikipedia.org/wiki/Rami_Malek)plays the lead character. ### An artist you admire outside the world of music. I am a big fan of [Isabel Allende](https://en.wikipedia.org/wiki/Isabel_Allende) and her books. ### Your favorite fictional character. The [Digedags](https://www.digedags-entertainment.com/projects/the-digedags/)—a comic book series from East Germany with 200 million copies sold worldwide since 1955 when it started. Its 70th anniversary is coming up in December. Rumor has it that [Walt Disney](https://en.wikipedia.org/wiki/Walt_Disney) was a big fan. ### How musicians should approach working with brands. Have a unique offering that appeals to the brand. They must recognize that there is ROI for both parties that deepens the relationship with a potential to scale up following the initial success. ### How brands should approach working with musicians. Brands should recognize the true potential of a music artist, not just the music. And be willing and flexible to enter into a mutually beneficial long-term relationship yielding scalable ROI over time. ### A mentor who helped you navigate the industry. [Fiona Bloom](https://en.wikipedia.org/wiki/Fiona_Bloom)—a music industry publicist and very good friend who is the head of agency [The Bloom Effect](https://thebloomeffect.com/). ### What you would be doing if you were not in the music business. I would write and publish books, which I am actually doing. I am the author and publisher of several, such as (my grandfather) [Fritz Häber – The Complete Diary: 16 Months in an American POW Camp](https://www.amazon.com/Fritz-H%25C3%25A4ber-Complete-Diary-American/dp/1956203427/ref=sr_1_1?crid=2KDYXXKZ18O9P&dib=eyJ2IjoiMSJ9.UpO7on_Q5Qy-aWS6I46O_RDDgFHUfb3zm0UhsyKk2Sc.nm2Vuhlqhs1GJVWBDPkGb9vgA3hEkPRDZ5MpR4_RmlU&dib_tag=se&keywords=fritz+haeber&qid=1709566374&sprefix=fritz+haber,aps,159&sr=8-1); [Tempest – 20th Anniversary](https://www.amazon.com/Tempest-20th-Anniversary-Bernd-Haber/dp/1320132189/ref=sr_1_1?keywords=9781320132183&qid=1646497301&sr=8-1) (Celtic Rock from California); and [The Wondrous Story of Hugo and Matilda](https://www.hugoandmatilda.com/) (a children’s book). [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.]() ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Advertising, Music **Tags:** The New Sound Experience **Sections:** Community Voices, Entertainment --- ### [The Gloves Are Off: May the Best Brand Win](https://musebyclios.com/musings/the-gloves-are-off-may-the-best-brand-win/) **Published:** February 19, 2026 **Author:** David Gianatasio **Content:** For the most part, brands have avoided public rivalry. Competitors were acknowledged behind closed doors, and the category was a shared stage, with everyone smiling for the camera. Not anymore. Sure, we’ve had the Cola Wars and moments like “Mac vs. PC.” But today, brands are increasingly stepping into the ring and turning competition into a creative angle. Not as chest-beating bravado necessarily, but as a way of making people believe they are the best choice, in a world of infinite choice. The recent [Super Bowl 60](https://musebyclios.com/super-bowl/super-bowl-60-see-all-the-commercials/) made that shift impossible to miss. This year’s Big Game didn’t just sell products, it sold proof. Proof that you’re the better cola, the smarter AI, the safer bet when it comes to spending your money. In a world where consumers feel financial pressures and uncertainty, brands are leaning into competition because it’s the shortest path to answer the question that matters right now: Why you, instead of them? Pepsi’s [“The Choice”](https://adage.com/super-bowl/super-bowl-ad-campaigns/aa-pepsi-zero-sugar-2026/) put Coca-Cola’s own polar bear front and center, existentially wavering before choosing Pepsi Zero Sugar. It was playful, but pointed. While referencing a rival was brave, the real magic was in dramatizing the act of switching. The ad did not simply say Pepsi was better. It staged the competitive decision consumers face in real time and invited viewers to follow suit. Across the AI category, the competitive tone was even sharper. With AI tools moving from novelty to necessity, brands are defining themselves by contrast. Some positioned their platforms as more human, more secure, or more useful than unnamed but obvious rivals. Others leaned into transparency or ad-free experiences as implicit critiques of competitors exploring monetization models. Beyond what we saw during the Super Bowl, this competitive angle has been playing out more broadly. When it comes to smartphones, Samsung has repeatedly built campaigns around [“Can your phone do that?”](https://www.phonearena.com/news/samsung-is-back-to-mocking-apple-and-youre-going-to-love-its-latest-trolling-ad_id173537) It is a simple provocation that transforms feature sets into competitive theater. The humble product demo becomes a public challenge with the rival device playing an invisible co-star. And the consumer becomes the judge. In retail, some brands are turning competition into their identity. When [Aldi runs social posts](https://www.instagram.com/aldiusa/) that mimic luxury grocery brands at a fraction of the price, it is not subtle parody. For them, it is a creative reframing of value. The competitor’s premium aesthetic becomes the punchline, and the Aldi price tag becomes the reason to choose. Even streaming platforms have joined in. When Netflix publishes cultural heat maps of what the world is watching, or Spotify releases its annual [“Wrapped”](https://musebyclios.com/music/whats-new-in-this-years-spotify-wrapped-more-personalization/) experience, they are not just celebrating content. They are showcasing their scale, relevance and dominance. Wrapped, in particular, has become a competitive brand flex disguised as a gift to consumers. While a more subtle nod to competition, it is still making the confident claim that “no one else knows you as we do.” What is driving this competitive creative approach in 2026 is less about economics and more about tapping into today’s consumer culture. People today are deeply informed. They scroll reviews, compare specs, and watch side-by-side breakdowns on social media. The culture itself is comparative. Unboxings, “this-versus-that” videos, and ranking content dominate our feeds. The language of the internet is inherently competitive. Brands are responding and want to join in. Competition, in this context, becomes a creative shortcut to clarity. It sharpens positioning and forces specificity. It turns abstract claims into tangible contrasts for audiences. The watch-out, of course, is fading into the noise. If every brand shouts “we’re better,” the volume cancels itself out. The brands winning this moment are the ones that turn the competition into genuine stories rather than simply shouting about it. They build scenarios where the choice feels obvious. They use humor and cultural fluency to make the comparison genuinely entertaining. In today’s world, where attention is scarce and loyalty is conditional, this competitive creativity angle is not about aggression. It is about being confident. The brands leaning into this are not just chasing rivals. They are acknowledging a simple truth that today’s consumer does not want polite ambiguity. They’ve had decades of promises from brands. Now they want proof. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** AI Update, Musings, Sports, Super Bowl **Tags:** AI, DEPT **Sections:** Community Voices --- ### [Inside R/GA’s 4-Day Sprint to Build 1,000 Brands With Help From AI](https://musebyclios.com/musings/inside-r-gas-4-day-sprint-to-build-1000-brands-with-ai/) **Published:** March 5, 2026 **Author:** David Gianatasio **Content:** R/GA has never lacked early adopters; tech-geekery is practically a badge of honor here. But even in a place like this, most people rarely get to experiment outside their discipline. Strategists don’t usually vibe-code and 3D animators aren’t writing strategic briefs. That matters, because when access to other disciplines opens up, the walls between teams start to come down. You don’t become an expert overnight, but you do build empathy. You see how a decision in strategy ripples through design, production and engineering; creativity flows more freely. So we ran a four-day, company-wide workshop with one goal: Everyone would build a brand from scratch using Gemini and Freepik’s multi-model creative suite—tools already on every R/GA laptop. The exercise wasn’t about crowning a prompting champion or generating the glossiest image. It was a stress test: What happens when AI stops being an occasional assistant and becomes embedded in how the entire organization works? This video breaks shows some highlights: Play We opened day one with a warning: this would be an emotional rollercoaster with moments of amazement followed by head-to-desk frustration. Working with generative AI demands the same mix of optimism and cynicism. Each day focused on a different stage of modern brand building. ### Day 1: Strategy With AI Teams interrogated markets, pressure-tested positioning and shaped propositions, deliberately compressing work that might usually stretch across days. The amount of ground covered was remarkable. But the most important moments weren’t when the machine produced a polished answer. Friction became the point. Everyone was encouraged to challenge outputs, refine prompts, rework gem instructions and interrogate assumptions. You learn that you can’t take your hands off the steering wheel. Models will provide an answer, but it’s your responsibility to deliver sharper and strategically sound results. ### Day 2: Brand Design With AI Everyone took their strategies from the previous session and translated them into visual worlds. Client leads, strategists and producers found themselves working alongside seasoned designers. And although taste and technical depth still differentiated the groups, it was striking how far design-newbies could go. Designing in partnership with a machine develops your logic. Rather than crafting static logos, teams began thinking about generative frameworks–a nod to the designer’s evolving role from maker to orchestrator. ### Day 3: Gen Video Brings Brands to Life Scripts, storyboards and motion explorations that might once have lingered in decks for weeks came to life in hours. The ceiling lifted dramatically, but so did the temptation to overproduce. The strongest amongst us resisted that impulse, editing with discipline. ### Day 4: Functional Prototypes Through Vibe Coding The speed was undeniable. And while the surge in output was impressive, it was not uniformly excellent. Tools need taste. In a way, speed proved to be the least interesting takeaway. Over the past year, much of the industry’s attention has fixated on acceleration: faster decks, edits, copy and code. Speed is undeniably useful, particularly when margins remain tight. But an exclusive focus on velocity risks reducing innovation to the story of the faster horse. ### The Takeaway: AI Raises the Stakes on Judgement AI can produce endless outputs with remarkable efficiency. But it can’t decide which direction is worth pursuing. That still requires judgment, taste and beautifully imperfect human thinking. The strongest outcomes didn’t come from those who generated the most material, but from those who edited most rigorously and asserted a clear point of view. Embedding AI across strategy, design, film and code in a compressed sprint revealed that we are no longer simply making things. We are building systems that make things. That is a very exciting future. The real lesson of the workshop, then, is that AI raises the stakes on judgment. Agencies that succeed won’t be those that talk most elegantly about change, but those willing to rewire themselves while keeping imperfect human thinking in the loop. Because if we don’t direct machines with taste, instinct and a little glorious irrationality, we won’t get a faster horse. We’ll get a stable full of lookalikes. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** AI Update, Musings **Tags:** AI, R/GA **Sections:** Community Voices --- ### [How a Classic Levi's Campaign Teaches Us to Trust in the Absurd](https://musebyclios.com/musings/how-a-classic-levis-campaign-teaches-us-to-trust-in-the-absurd/) **Published:** March 20, 2026 **Author:** David Gianatasio **Content:** In a time when so many creatives are yelling that brands aren’t taking real risks anymore, it feels like the right moment to look at something that didn’t need to yell at all—it simply *was* creative. A man driving a car accompanied by a dancing puppet listening to a wonky dance beat—that’s what I remembered from Levi’s 1999 campaign… and it never left me. Looking at it today I can appreciate the mechanics of why. A beat up blue car cruises gently through a quiet neighborhood with the windows down. A cop pulls them over. The puppet quickly changes the cassette to something more “acceptable.” The cop asks to see their ID—both driver and puppet present them—totally normal. The officer asks the driver to step out of the car. We now see the man dressed in impeccably sharp but casual Levi’s Sta-prest shirt and pants, standing against the beat up vehicle—that contrast makes the striking image stick. Play The cop asks him to open the trunk. The driver complies silently to reveal Levi’s range lined up beautifully. The officer hands him back his license with a wry smile and says, “Have a good day, gentlemen.” The wonky beat comes back as they drive off—leaving the trooper checking the creases on his own shirt. It’s effortless, beautiful and deep. The driver never says a word in the whole exchange—he doesn’t have to explain himself to authority… he lets his presence speak for him. The clothing does something genius—inside the conformity of the super-creased pants and shirt, it shows rebellion… by looking even sharper than the cop. This has a Trojan horse effect on the viewer. We don’t just love this ad because the puppet is cute and fuzzy. It’s because the driver and Eric are both “you.” The part of you that’s in control, sharply dressed, composed—and the absurd, fuzzy part you usually push down or ignore. That part of us is hungry. It’s lonely. And seeing both characters together feels powerful and emotional. It’s no longer in the back seat or the trunk. It’s right up front, visible, accepted, happy, with its own ID card. It’s finally allowed to ride along. But what makes this piece timeless after almost 30 years is its use of the absurd. Sure, it implies the “if you know, you know” effect, but it deliberately inserts enough absurdity for us to join the dots in our own minds. And when the viewer does that, something incredible happens: The viewer is no longer being told something from the outside… they are being invited in. And when they accept the challenge, joining the dots becomes their participation and the story becomes uniquely theirs. That creates a bond that is almost impossible to break. In a time where we feel we can access the answers to everything logically and linearly, there is a part of our brain that craves the absurd. It knows that deep down the real questions in life have no answers, and it wants that to be recognized. And when it sees this being reflected back at us, it feels relief. It can be an absurd passenger and just enjoy the ride. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings **Tags:** Levi's **Sections:** Community Voices --- ### [Coca-Cola Launches March Madness 'Fight Song' and Custom Glass Sipper](https://musebyclios.com/sports/coca-cola-launches-march-madness-fight-song-and-custom-glass-slipper/) **Published:** March 19, 2026 **Author:** Amy Corr **Content:** Coca-Cola is celebrating fans hoping to keep their brackets intact during March Madness. A continuation of “Fan Work Is Thirsty Work,” the campaign features a “Fight Song.” It highlights fan rituals as various school songs are sung. Go Huskies! In addition to the spot running on CBS, TBS, TNT, TRU, ESPN, ABC, social and digital, the brand also created a Coca-Cola Glass Sipper. It’s a size 11 basketball sneaker-shaped cup. It will be awarded to the team and fan base whose tourney journey defies expectations. The campaign was developed by WPP Open X, led by VML, with support from Cartwright, Grey, Ogilvy and WPP Production in collaboration with Publicis, Momentum and Zeno Group. ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Sports **Tags:** Coca-Cola, March Madness, WPP Open X **Sections:** Trending --- ### [KC Current's Raven Jemison on Opening the World's First Stadium for Women's Sports ](https://musebyclios.com/2-minutes-with/raven-jemison-of-kc-current-on-opening-the-worlds-first-stadium-for-womens-sports/) **Published:** March 21, 2026 **Author:** Shahnaz Mahmud **Content:** [Raven](https://www.linkedin.com/in/ravenjemison/) has nearly 20 years of experience across U.S. sports leagues. She serves as president of business operations at KC Current, and she is the first Black president in the NWSL. Raven led the historic opening season of CPKC Stadium as the world’s first purpose-built venue for women’s soccer. In 2023, she published her first book, [More Than Representation: The Cheat Codes to Own Your Seat at the Table](https://www.amazon.com/dp/B0CNBM5K1J). In it, she tells of her struggle and success as a Black, queer woman in the historically male-dominated sports industry. In 2025, Raven was diagnosed with breast cancer. Today, she is back to work with a renewed sense of purpose and will face reconstruction later this year. Learn more about her [here](https://ravenjemison.com/) or connect with her [on LinkedIn](https://www.linkedin.com/in/ravenjemison/). We spent two minutes with Raven to learn more about her background, her creative inspirations and recent work she’s admired. # Raven, tell us … ### Where did you grow up, and where do you live now? I was born and raised in Tuscaloosa, Ala. I currently reside in Kansas City. ### What is your earliest sports memory? Watching [Mary Lou Retton](https://en.wikipedia.org/wiki/Mary_Lou_Retton) compete in the [1984 Summer Olympics](https://en.wikipedia.org/wiki/1984_Summer_Olympics). That same year, my mom signed me up for gymnastics after seeing how I was absolutely mesmerized by her performance. ### Aside from the one you work for, who are some of your favorite sports team(s)? As a graduate, I root for every sport at Auburn University. I don’t have a favorite professional team in any sport, but always find myself rooting for the teams I’ve worked for: the [Florida Panthers](https://www.nhl.com/panthers/), [Pittsburgh Pirates](https://en.wikipedia.org/wiki/Pittsburgh_Pirates), [San Francisco 49ers ](https://www.49ers.com/)and [Milwaukee Bucks](https://www.nba.com/bucks/) ([NBA](https://en.wikipedia.org/wiki/National_Basketball_Association)). ### Favorite athlete(s). [Serena Williams](https://en.wikipedia.org/wiki/Serena_Williams), [Simone Biles](https://en.wikipedia.org/wiki/Simone_Biles), the entire [KC Current](https://en.wikipedia.org/wiki/Kansas_City_Current) team, [Michael Jordan ](https://en.wikipedia.org/wiki/Michael_Jordan)and [Kobe Bryant](https://en.wikipedia.org/wiki/Kobe_Bryant) ### What is your favorite sports movie and/or show? Among the many: [Love and Basketball](https://en.wikipedia.org/wiki/Love_&_Basketball), [He Got Game](https://en.wikipedia.org/wiki/He_Got_Game), [Remember the Titans](https://en.wikipedia.org/wiki/Remember_the_Titans), [A League of Their Own](https://en.wikipedia.org/wiki/A_League_of_Their_Own) ### What is your favorite sports podcast or news show? [Good Game with Sarah Spain](https://podcasts.apple.com/us/podcast/good-game-with-sarah-spain/id1752100672) ### Your favorite sports video game, if you have one. [Tecmo Bowl,](https://en.wikipedia.org/wiki/Tecmo_Bowl) [Madden](https://en.wikipedia.org/wiki/Madden_NFL) ### What is a recent project you’re proud of? Opening [CPKC Stadium](https://en.wikipedia.org/wiki/CPKC_Stadium), the first ever purpose-built stadium for a women’s sports team in the world. ### Someone else’s work that you admired recently. The entire [PWHL](https://en.wikipedia.org/wiki/Professional_Women's_Hockey_League) front office. The way they’ve positioned women’s hockey in North America and grown fandom in such a short time is a master class. ### What sports can do that nothing else can. It can unify and bring people together in a way that I’ve never seen before. As cliche as it sounds, the differences don’t matter when your favorite team is playing and we realize we’re more alike than we are different. I wish that mindset transferred to life outside the stadium and arena. ### What you’d be doing if you weren’t in the sports space. Helicopter pilot [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.]() ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Advertising, Sports **Tags:** KC Current **Sections:** Community Voices, Entertainment --- ### [Coinbase's Strange Journey Leads Our 5 Ads of the Week](https://musebyclios.com/advertising/coinbases-strange-journey-leads-our-5-ads-of-the-week/) **Published:** March 19, 2026 **Author:** David Gianatasio **Content:** ### [The Best: Coinbase’s Amazing Oscar Film, ‘Your Way Out’](https://musebyclios.com/musings/the-story-behind-coinbases-amazing-oscar-film-your-way-out/) Isle of Any and director Oscar Hudson devised this stunning fusion of real life and video games that ranks among the year’s best commercials. Its twisted images and surreal situations seem instantly familiar yet utterly alien. An edgy classic. **And in no particular order…** ### [Patrón Rolls With Guillermo del Toro’s Skeleton Crew](https://musebyclios.com/film-tv/patron-rolls-with-guillermo-del-toros-skeleton-crew/) The filmmaker directs and stars in an ad-within-an-ad that packs skulls and bones that spring to life and rattle around for tequila. Memorable stuff from BBH USA. ### [Castaways Get Sweaty and Stinky on Old Spice’s Tropical Island](https://musebyclios.com/advertising/castaways-get-sweaty-and-stinky-on-old-spices-tropical-island/) Penguins waddle to the rescue with “Cold Spice” in this sunny satire from the Burns agency in Madrid and Landia director Maxi Blanco. ### [Citroën = Love. Cue the ’80s Music-Video Montage](https://musebyclios.com/advertising/citroen-love-cue-the-80s-music-video-montage/) BETC Paris brings the kitsch with Survivor’s “Is This Love” cranked up for a ridiculously romantic tale of a gal, her car dealer … and, of course, a car. ### [Chuck, Sam, Jen and the Gang Return for Capital One’s March Madness](https://musebyclios.com/sports/barkley-jackson-garner-and-the-gang-return-for-capital-ones-march-madness/) Caitlin Clark joins the all-star roster, but Spike Lee’s absent this time around. As always, a fun ride from GSD&M. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Capital One, Citroën, Coinbase, Old Spice, Patrón **Sections:** Entertainment, Trending --- ### [Coffee Creamer Gets a Magical Origin Story With 'Unicows'](https://musebyclios.com/advertising/coffee-creamer-gets-a-magical-origin-story-with-unicows/) **Published:** March 17, 2026 **Author:** David Gianatasio **Content:** Cross a cow with a unicorn and what do you get? Answer: VML’s silly, self-aware campaign for Nestlé’s Natural Bliss coffee creamer that began rolling out this week. “The idea of a cow works because of its association with real dairy—milk and cream are two of the four ingredients in Natural Bliss dairy creamers,” agency ECD Justin Ebert tells Muse. “But in order to suggest there’s a little something extra—and magical—in every bottle, we needed the cow to be extraordinary.” “By giving it a beautiful unicorn horn, we made it suddenly magical,” he says. “And by creating a personality that’s a bit dry, we gave it a memorable sense of humor.” To create the utterworldly beasts (heeeh!), the team designed a Unicow model and animated it using Maya software. “We used a combination of rendering and our WAN workflow to give it the perfect lighting look and fur/texture,” Ebert says. “Then we went back into traditional compositing to get our final result.” The work broke during Sunday’s Oscars telecast and will be amplified across social media, streaming and TV. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Natural Bliss, VML **Sections:** Trending --- ### [N.Y. Mets Reveal Cuisine Lineup at Citi Field Event](https://musebyclios.com/sports/the-n-y-mets-reveal-cuisine-lineup-at-citi-field-event/) **Published:** March 19, 2026 **Author:** Amy Corr **Content:** MLB’s opening day is next week and the New York Mets gave the media a peek at new menu offerings this season at Citi Field. So, we put on our stretch pants, hopped on the 7 train and started eating. Here’s a look at just some of the many delicious options coming your way, Mets fans. Pat LaFrieda’s Chop House has customized tomahawks on the menu with the Mets logo branded on the bone. That’s one way to get someone’s attention. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/03/19115106/Mets1.jpg)Mr. Met is a beloved mascot and with a face in whoopie pie form for fans of all ages to enjoy. Pair him with a home run candy apple for a sweetness overload. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/03/19115114/Mets6.jpg)![](https://cdn.musebyclios.com/wp-content/uploads/2026/03/19115109/Mets3.jpg)Mets royalty Mookie Wilson is wearing another hat this season. His family business, Legacy Catering, opens on the Promenade level, something the icon is looking forward to, along with celebrating the team’s 1986 World Series victory this season. “’86 was a great year, a great team and those guys will come back, get recognized,” and on top of all the celebrations is the groundbreaking for Legacy Catering, which officially became a business three years ago, Wilson tells Muse. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/03/19115119/Mets9.jpg)Adam Richman’s burger joint in section 105 called Adam Richman’s Burger Hall of Fame is adding two new burgers to the mix—the Classic and Caprese. “I basically wanted to create the hamburger emoji, says Richman. “You can order it as a single, double triple or a home run. I just came back from filming a show in Italy and I got really good at making focaccia bread there so I reinterpreted the caprese salad and it is an unrelenting flavor bomb.” (Can confirm!) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/03/19115111/Mets4.jpg)![](https://cdn.musebyclios.com/wp-content/uploads/2026/03/19115113/Mets5.jpg)Willets Point Brewery, located just outside right field, is debuting a 9-9-9 challenge. It comes with nine mini Nathan’s hot dogs and nine 4-ounce souvenir cups filled with Heineken or Coors Light. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/03/19115108/Mets2.jpg)Here’s some additional pics of what to look forward to this season and LFGM: ![](https://cdn.musebyclios.com/wp-content/uploads/2026/03/19115118/Mets8.jpg)![](https://cdn.musebyclios.com/wp-content/uploads/2026/03/19115116/Mets7.jpg) ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Sports **Tags:** Adam Richman, Mookie Wilson, New York Mets **Sections:** Entertainment, Trending --- ### [British Airways' Upbeat Message Might Not Land Well These Days](https://musebyclios.com/travel/british-airways-message-might-not-land-so-well-these-days/) **Published:** March 18, 2026 **Author:** David Gianatasio **Content:** Uncommon’s latest campaign for British Airways portrays travel as a respite from the pressures of everyday life. It’s a classic airline approach, and—as with all the [carrier’s entires](https://musebyclios.com/advertising/sky-high-reflections-british-airways-logo-takes-flight/)—extremely well done. The issue, of course, is timing. News stories appear almost daily about delays and assorted problems for airports and airlines. This situation has been exacerbated by the crisis in the Middle East. In fact, flying—always somewhat challenging for many of us—appears more stressful than ever. So the question becomes: Is BA’s understandably upbeat message grounded from the get-go by events unfolding before our eyes? Stripped of context, though, the ad’s a lot of fun. The notion of planes pulling up to dwellings and offices like trains is awesome. So is the bit about stowing emotional baggage, with unhappy faces nattering away from the gear in question. But context matters. And despite great ideas and execution, perhaps this departure should’ve been delayed. Jeff Low directed through Biscuit Filmworks. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/03/18100828/BA-.jpg) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Travel **Tags:** British Airways, Uncommon **Sections:** Trending --- ### [LeBron's Easy, Like Sunday Morning, for Beats by Dre x Nike](https://musebyclios.com/music/lebrons-easy-like-sunday-morning-for-beats-by-dre-x-nike/) **Published:** March 19, 2026 **Author:** David Gianatasio **Content:** If LeBron James and Lionel Richie teamed up, what kind of commercial would they make? The answer’s easy. As easy as … just look at the headline above. Richie doesn’t actually appear in Mirimar’s slapstick golf spot below. But his milkshake-smooth vocals on the Commodores “Easy” help LeBron hype Nike’s earbud collaboration with Beats by Dre. “By placing the swoosh on our hardware for the first time, we’re honoring the shared DNA of Beats and Nike—and celebrating ambassadors like LeBron James who embody both,” says Beats CMO Chris Thorne. “It’s a tribute to the grit, style, and sound that push people to their limits.” Golfer Tom Kim and actors Lionel Bryce and Travis “Taco” Bennett provide able support. But it’s King James’ show, which is par for the course. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Music, Sports **Tags:** Beats by Dre, LeBron James, Nike **Sections:** Entertainment, Trending --- ### [Patrón Rolls With Guillermo del Toro's Skeleton Crew](https://musebyclios.com/film-tv/patron-rolls-with-guillermo-del-toros-skeleton-crew/) **Published:** March 18, 2026 **Author:** David Gianatasio **Content:** Guillermo del Toro cast a bunch of skeletons and himself to capture the “Perfect Pour” for Patrón. The work nods to traditional Mexican themes and winks at the audience in the best way possible. Per Patrón, the boney dudes represent “the many hands” behind each smooth pour. That’s a stretch. But who cares? These 30 seconds are memorably entertaining, with the brand well served by GDT’s signature dark-fantasy style. It feels authentic to both del Toro and Patrón. But mostly it’s a lot of fun. “I believe in artistry over industry, soul over process and making things without compromise. That’s what drew me to this collaboration,” del Toro says in campaign materials. “This film is about honoring craft, intention, and the beauty that comes from doing things the right way.” As for the tech involved, “the entire film was shot in a single continuous take using motion control, meaning there was nowhere to hide behind edits,” Laila Mignoni, the Patrón’s global VP of communications, tells Muse. “It is, quite literally, one pour—captured in one shot.” The :30 was filmed in Jalisco, Mexico, home to the tequila brand, and where del Torro grew up. BBH USA led creative development. You can learn more [here](https://www.patrontequila.com/products/guillermo-del-toro.html). ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Film and TV **Tags:** BBH, Patrón **Sections:** Entertainment, Trending --- ### [Clash Royale Superfans Compete on Cracked Screens](https://musebyclios.com/gaming/clash-royale-superfans-compete-on-cracked-screens/) **Published:** March 18, 2026 **Author:** David Gianatasio **Content:** Where’s the challenge of playing Clash Royale on a pristine phone in A+ condition? If you haven’t battled your way to victory on the splintered screen of a battered handset—as slivers lacerate your fingers and wires pop out like spaghetti—you haven’t *really* experienced the game. That’s my theory, anyway, based on DAVID New York’s new work breaking across Brazil. “Clash Royale players don’t just play the game—they live it,” says brand marketing lead Gabriel Caramelo. “‘Cracked Royale’ is our way of celebrating those players who go one level harder and showing them the love they deserve.” “Clash Royale players are some of the most competitive and passionate in mobile gaming,” adds agency CCO André Toledo. “But seeing them dominate the arena with cracked screens is next-level dedication and proof that nothing can break a true Clash Royale fan.” Cracked-screen play is a thing (at least in Brazil). With that in mind, the campaign should click with diehards by acknowledging their passion and offering prizes if they post videos of their shattering CR triumphs. To boost reach and engagement, creators in the space will contribute their stories, too. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Gaming **Tags:** Clash Royale, David New York **Sections:** Entertainment, Trending --- ### [Want Better AI Results? Try Taking a Look in the Mirror](https://musebyclios.com/musings/want-better-ai-results-try-looking-in-the-mirror/) **Published:** March 18, 2026 **Author:** David Gianatasio **Content:** In every agency hallway and LinkedIn feed, the same questions keep coming up: How is AI going to change my job? What tools do I need to master to stay relevant? We are obsessed with the “outside,” bracing for impact and looking for external armor to protect our careers from a wave of automation. But after over 25 years in this industry, I have realized the most important operating system is not on your device. It is the one running inside your head. ### The Human Touch Many companies are rushing to define their AI strategy. But the real question is fundamental: what is the strategy? As the unknowns of technology grow, our humanity becomes the most signifcant grounding we have. In my experience, the agencies and teams that consistently produce the most impactful work tend to create environments where people can show up as their most human selves. Awards and results follow not just because there are brilliant minds in the room, but because those minds operate in contexts that encourage openness, trust and self-awareness. Personality frameworks like Color Insights can help agencies understand how people think and collaborate, along with feedback modules that encourage teams to “say the thing” directly and kindly. The goal isn’t therapy in the workplace. It’s helping people clear the internal static so they can do their best work together. ### The Glitch Is in the Human, Not the Machine When people ask me for career advice, they often expect a recommendation for a new book, practice or anecdote. Instead, I tell them to look inward rather than looking outward. We spend millions upgrading our agency software, but we ignore the faulty operating systems running in our own heads. I learned this firsthand. Entering this industry as a gay man in 2001, I spent years code-switching to fit heteronormative expectations. I was progressing, but I was running on a buggy operating system fueled by a lack of worthiness. My breakthrough didn’t come from a promotion. It came from doing the internal work to identify the fears, insecurities and barriers that were causing me internal strife. I did this through a combination of therapy, meditation and books, along with the support of good friends and family. And by the way, it’s ongoing. Every single one of us has either a capital-T trauma or a bunch of lowercase-t traumas that form barriers between us and others. If you have not figured out your own barriers, such as your insecurities or your need for validation, those things become an invisible ceiling. They manifest as the bad behaviors we see every day: shutting down, icing colleagues out, lashing out or demeaning others. ### The Risk We’re Overlooking We talk a lot about the risk of AI taking jobs. That’s a real concern. But there is another risk that gets less attention: losing the human qualities that make great work possible in the first place. If we treat self-awareness as just another KPI to optimize (bio-hacking our way to a 4 A.M. wake-up call to squeeze out more productivity), we have missed the point. This is not about performance. It is about being a person people actually want to be with, work with, follow and trust. Great ideas rarely come from isolated individuals. They come from groups of people who feel safe enough to challenge each other, support each other and build something together. ### The Best Way to Differentiate in 2026: Know Thyself The best thing you can do for your career in 2026? Instead of mastering the latest generative tool, get to the source of whatever is stopping you from showing up fully in the room and with the people around you. The industry is shifting. One of the few real differentiators left is empathy and self-awareness. It makes for a better existence, but it also leads to better work. Get curious about yourself, uncover your shadows and learn what your values are. Have an objective look at who you are and how you show up for others. That’s the work that is going to make a big difference. And of course, we’ll deal with the technology along the way. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** AI Update, Musings **Tags:** AI, Rethink **Sections:** Community Voices, Entertainment --- ### [Taco Bell Hosts a Live Shindig While BK's Creepy King Leaves the Building](https://musebyclios.com/on-trend/taco-bells-irl-shindig-daycaps-and-jfk-jr-s-return/) **Published:** March 18, 2026 **Author:** David Gianatasio **Content:** It’s been mascot mania in the brand world for at least a few years now, but one of the creepiest—the King—has left the building. Apparently, unhinged creative doesn’t always move product. Maybe a consumer-centric [turnaround plan](https://adage.com/brand-marketing/food-beverage/aa-burger-king-new-king-its-you-oscars-campaign/) will? So far, a standout ad during the Oscars and 20,000 calls and texts from fans to Burger King’s president could be a good sign for the ailing chain. It’s a start. Play If you haven’t already planned your summer vacation, maybe consider something [murdery](https://www.bloomberg.com/news/articles/2026-02-18/vacations-are-for-solving-crimes-with-rise-of-murder-mystery-trips?srnd=phx-businessweek&utm_source=substack&utm_medium=email)? In the next iteration of escape rooms and immersive experiences, travelers are booking their own whodunits, a la White Lotus, Knives Out and Traitors. If that thought doesn’t make your heart race, the sky-high price tag of these adventures just might. Read on for more of-the-moment trends in marketing, media and pop culture. ### That’s Advertainment Taco Bell has boldly entered Apple territory when it comes to new product reveals, and, no, not many brands could even attempt an IRL shindig like [Live Más](https://www.youtube.com/watch?v=F9pbS7VqD0o). In its third year, the hot ticket Hollywood event got streamed on Peacock, marking the potential start of a TV franchise. The show featured Doja Cat, Vince Staples, Demi Lovato, Lil Jon, Ashley Park, Benson Boone and other celebs for the debut of collabs, drops and menu items like dessert empanadas, diablo dusted nuggets and Mountain Dew Baja Blast Under Eye Patches, the fast feeder’s first foray into the beauty space. The party generated a flood of user-generated content from the fan VIPs in attendance, with [Link in Bio’s Rachel Karten](https://www.milkkarten.net/) pointing out that “AI could never replace Taco Bell’s Live Más LIVE.” The chain has plenty of company in its entertainment-forward approach, with Gap recently launching a music video with [Young Miko](https://musebyclios.com/music/gap-celebrates-rites-of-spring-with-young-miko/) and Banana Republic operating an upscale speakeasy in SoHo. Both Gap and Dick’s Sporting Goods have hired chief entertainment officers in their c-suites. This trend is definitely here to stay—the real fun will be watching how brands take a stab at it, for better and worse. > [View this post on Instagram](https://www.instagram.com/reel/DVtsI4zDwWP/?utm_source=ig_embed&utm_campaign=loading)[A post shared by Taco Bell (@tacobell)](https://www.instagram.com/reel/DVtsI4zDwWP/?utm_source=ig_embed&utm_campaign=loading) ### The Opposite of a Nightcap Booze news has been dismal lately, as [Gallup has documented](https://news.gallup.com/poll/693362/drinking-rate-new-low-alcohol-concerns-surge.aspx) three straight years of decline in the U.S. drinking rate. That “no amount of alcohol is safe” message seems to have fully taken root. A record-low 54 percent of Americans say they imbibe, per the researcher, and existing adult-beverage drinkers are cutting back. But there are bright spots for the category, including the explosion of canned and ready-to-drink cocktails, which NielsenIQ calls “a permanent pillar…not a disruptive outlier.” Analysts and retailers are also tracking the dramatic rise of sake and soju—a leader in the latter segment, Korean brand Lotte Chilsung, has seen its sales soar 700 percent via a Gallo deal. And no matter its “soberest generation” label, Gen Z is getting its BeatBox and BuzzBallz on, often at convenience stores. Big alc players, meantime, are looking for new ways, places and occasions to embed themselves in consumers’ lives. Take the new Ketel One campaign with ambassador Patrick Schwarzenegger. It centers on the “daycap,” leaning into a 400 percent surge in vodka mentions for brunch. The spots, from Octopus and director Kevin Castanheira, are sunny and sporty, saying there’s no reason to wait until after dark for a tomatini. Expect other marketers to follow suit. Play ### Inspired by Icons Truism: Carolyn Bessette could’ve rocked a burlap sack and looked stunning doing it. Instead she went with a minimalist, refined, designer-chic style that’s in the spotlight now, decades after her tragic death. And those scalp-piercing tortoise shell headbands? They’re everywhere, thanks to the rabid fan base around FX’s Love Story: John F. Kennedy Jr. and Carolyn Bessette. The blockbuster drama, airing its finale next week, has reignited the fascination around the doomed couple and their breezy aesthetic. Searches for “Calvin Klein ’90s” leaped 850 percent on Google Trends when the show premiered, yet the media-savvy brand [hasn’t capitalized](https://www.bloomberg.com/news/articles/2026-03-05/-love-story-elevates-calvin-klein-but-pvh-owned-brand-fails-to-capitalize) on the link, even subtly. But others, with tenuous or no connection, certainly have. Polo Ralph Lauren, Uniqlo, Dior and even Starbucks have latched onto the eclectic and preppy [John John silhouette](https://www.nytimes.com/2026/03/13/style/jfk-jr-style-love-story-tiktok.html?algo=clicks_decay_96&block=5&campaign_id=142&emc=edit_fory_20260314&fellback=true&imp_id=2891842802107228&instance_id=172516&nl=for-you&nlid=88331604&pool=fye-rotating-style-ls&rank=2®i_id=88331604&req_id=7113649743772188&segment_id=216678&surface=for-you-email-rotating-X&user_id=714ad51f897b6bb4b946eb4527000677&variant=holdout_jan1_fye_rotating_X) for recent campaigns and runway shows. Not surprisingly, boutiques selling CBK faves have reported massive sales upticks. Sportswear and accessories with a West Village-meets-Nantucket vibe were already popular, but this elevated version of the trend is shaping up to be the look of the year. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** On Trend **Tags:** Burger King, Ketel One, Taco Bell **Sections:** Entertainment, Trending --- ### [Chuck, Sam, Jen and the Gang Return for Capital One's March Madness](https://musebyclios.com/sports/barkley-jackson-garner-and-the-gang-return-for-capital-ones-march-madness/) **Published:** March 17, 2026 **Author:** Amy Corr **Content:** March Madness starts today and Capital One’s back for the 16th year as sponsor of the tourney. Naturally, Charles Barkley, Samuel L. Jackson, Magic Johnson, Jennifer Garner, Caitlin Clark and Will Forte go on a road trip in the latest edition of Capital One’s annual ad series timed to the NCAA hoops extravaganza. Spike Lee, who starred with Chuck and Sam [in these ads](https://www.adsoftheworld.com/campaigns/march-madness-18d24be4-8c6f-417e-afbe-7023d98d4221) for years—and served as their primary director—does not appear this time around. Outkast’s “Sorry Ms. Jackson” gets changed to “Sorry Sam Jackson” in the first ad. Jackson’s bracket goes bust—or so he thinks. Barkley, Johnson and Garner sing atop a float with a glass slipper when the game goes into double overtime. Bracket’s still alive. Play Will Forte plays Dr. James Naismith, the inventor of basketball, in the next ad. And he learns about a T-shirt cannon, eats nachos and holds a sign that reads “I Traveled From 1891, to be here.” Play Everyone’s competitive at an arcade night in “Chuck’s Got Games.” Barkley sits on a throne made of basketballs and ends feeling deflated. Play The boys have a sleepover in the next ad, where they tell ghost stories and crank call Garner. Play Clark makes her campaign debut in the finale, shooting “3’s” of ice cream, cheeseburgers, coffee and pretzels: Play “The Road Trip lets us show up in a way that feels true to the tournament by celebrating the moments fans care about while keeping the Capital One brand front and center throughout the month,” says Ryan Carroll, ECD at GSD&M. ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Sports **Tags:** Caitlin Clark, Capital One, Charles Barkley, GSD&M, Jennifer Garner, Magic Johnson, Samuel L. Jackson, Will Forte **Sections:** Entertainment, Trending --- ### [The Story Behind Coinbase's Amazing Oscar Film, 'Your Way Out'](https://musebyclios.com/musings/the-story-behind-coinbases-amazing-oscar-film-your-way-out/) **Published:** March 16, 2026 **Author:** David Gianatasio **Content:** Life’s a game, and sometimes it feels like someone else has the controller. The core idea is a story about leaving the system, one where you don’t have autonomy, to a world where you do. For “Your Way Out,” which broke on wide on last night’s Academy Awards, the challenge was to make it feel like you’d been dropped into a video game while, at the same time, making sure the audience could feel for our character—and to root for him as he escaped. We liked the idea of a gradual and imperceptible change. So, the work reflected how our protagonist was slowly gaining more control over his existence. We explored many ways of doing this, but after bringing in director [Oscar Hudson](http://www.oscarhudsonfilm.com/), it became clear the best way was to shoot the whole thing for real, in camera, so you could feel the undeniable humanity in our protagonist, even when he was a game character. This of course became an exciting challenge and the level of detail throughout the production was taken to the next level. The detailing (fabric and lapels) of the suits was printed on to give the 2D effect. Faces were reprinted onto masks to give a low-poly effect. Set design was purposefully pixelated at the perfect size; so, when the camera was at an isometric angle, the visuals became completely game-like. From a lighting perspective, the world had to be shadowless—which was an unusual and difficult challenge for the gaffer. And finally the extras/NPC’s and our lead character were trained to walk like characters from a game. All these details and ingredients combined created what felt imperceptible from the visual world of a game to the naked eye. We could then slowly add more “real life” details to the set and the characters as the story evolved, so the transition was *felt* rather than “seen.” Here’s a detailed BTS reel: ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Ad of the Week, Behind the Scenes, Musings **Tags:** Coinbase, Isle of Any, Oscars **Sections:** Community Voices --- ### [Castaways Get Sweaty and Stinky on Old Spice's Tropical Island](https://musebyclios.com/advertising/castaways-get-sweaty-and-stinky-on-old-spices-tropical-island/) **Published:** March 16, 2026 **Author:** David Gianatasio **Content:** If you’re ever shipwrecked on a sweltering tropical island, never fear. The penguins—chillest birds of all—will provide relief. That’s the premise of Old Spice’s silly :60 below. Developed with Madrid-based agency Burns and director Maxi Blanco, the work breaks today across Europe. The approach provides a cute continuation of O.S. themes, mixing the brand’s trademark [absurdist humor](https://www.youtube.com/watch?v=owGykVbfgUE) with its more recent [nautical notions](https://musebyclios.com/advertising/old-spices-silly-smelly-pirate-ship-sets-sail/): The team strove to “evolve, not reinvent” Old Spice’s vaunted creative style, agency managing director Carla Alexander tells Muse. “We’re exploring different product benefits while keeping that unmistakable Old Spice humor. That balance between a real product insight and smart, ridiculous storytelling is what keeps the Old Spice universe fresh while staying true to its heritage.” During shoots on Mexico’s Caribbean coast, “The heat was intense” and routinely topped 100 °F, she recalls. “On several occasions, we had to make use of the sea, which was just a few steps from the set, to cool off.” Imagine how those penguins felt, so far from the South Pole. Little dudes need a better agent. “On the first day, we were all eagerly awaiting the helicopter’s arrival. We were eager to see that grand entrance, but I don’t think any of us considered the real consequences of a helicopter landing on a beach,” says Alexander. “That day, we all ended up covered in sand after more than 10 takes of the landing. I think we brought a bit of that beach back with us to Spain.” Along with TV and digital, the work boasts OOH and in-store components, too. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Old Spice **Sections:** Entertainment, Trending --- ### [Skittles Made a Gaming Controller That's Also a Classical Flute](https://musebyclios.com/gaming/skittles-made-a-gaming-controller-thats-also-a-classical-flute/) **Published:** March 16, 2026 **Author:** David Gianatasio **Content:** Toot the rainbow? Twitch star [PointCrow](https://www.twitch.tv/pointcrow) will have to do just that to escape a dedicated streaming room. Partnering with Skittles, he’ll use a symphony-quality flute that’s also a gaming controller to complete a series of community challenges. He might have to spend 72 hours locked inside, we’re told. Dude, you better limber up those lungs and get ready to blow like … I dunno, some famous flutist, I guess. Here’s the requisite throwback promo: > [@skittles](https://www.tiktok.com/@skittles?refer=embed "@skittles") Watch @pointcrow [♬ original sound – skittles](https://www.tiktok.com/music/original-sound-7614169520332180255?refer=embed "♬ original sound - skittles") “The idea came from the world of challenge gaming, where players intentionally make games harder by creating their own absurd rules or controllers,” Ashley Gill, VP of brands and content marketing, tells Muse. “When we looked at that community, it already felt very Skittles: chaotic, playful and pleasantly perplexing.” “So, we thought, what if we gave gamers an entirely new challenge—one that forces them to learn a real musical instrument just to play? The flute felt like the perfect choice. It has deep [ties to gaming history](https://www.youtube.com/playlist?list=PL_wOfw3E86P_r83sOXDxcJTKyxDTXQlOv) through iconic melodies that many players instantly recognize. But it’s also wildly impractical” for gameplay. That’s because, “It’s physically demanding and probably the least friendly controller imaginable. Ultimately, Skittles set out to transform a refined concert instrument into an unpredictable, breath-powered gaming device.” So, how exactly does this work, tech-wise? “It’s a real, playable classical flute that has been custom modified with gaming inputs,” she says. “Different notes, breath intensity and finger placements trigger in-game actions—meaning PointCrow has to genuinely learn how to play in order to progress.” The Twitch event streams live at noon on March 19. Team OMC (led by DDB Chicago), Weber Shandwick and Starcom helped develop the project. WonderMakr devised the controller. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Gaming **Tags:** Skittles, Twitch **Sections:** Entertainment, Trending --- ### [Meet Apple's New Brand Mascot, 'Lil Finder Guy'](https://musebyclios.com/musings/meet-apples-new-brand-mascot-lil-finder-guy/) **Published:** March 17, 2026 **Author:** David Gianatasio **Content:** Mascots and brand characters are having a moment, with the latest entry coming from Apple in TikTok promos for its new MacBook Neo. ‘Lil Finder Guy’, as the internet calls him, peeked out with a super-cute design that’s caught the attention of Apple and brand character fans. In some ways, [Lil Finder Guy](https://basicappleguy.com/basicappleblog/lil-finder-guy) harkens back a bit to the misunderstood-in-his-time [“Clippy,”](https://www.artsy.net/article/artsy-editorial-life-death-microsoft-clippy-paper-clip-loved-hate) part of the Microsoft Word world in the late-90s and early 2000s (IYKYK). While I love a mascot representing my favorite sports team, for a long time mascots in the brand world gave me the professional ick—a personal bias, because they just seemed gimmicky to me. But they can be extremely effective. For example, data seems to indicate that the birds and lizards representing American insurers are successfully building awareness and strong brand associations. But I could never shake the feeling that beyond the mascot as an advertising tactic, the brands were missing an opportunity to dig in deeper emotionally with consumers. [Jake from State Farm](https://musebyclios.com/super-bowl/jon-bon-jovi-vs-ben-stiller-which-throwback-spot-rocked-best/) is a real human, standing in his khakis personifying the “good neighbor” that State Farm promises to be—as opposed to an animal encouraging you to seek a quote online. And when an entire category seemingly adopts the same marketing play, how original or differentiated can it really be? Over time, it has become clear that with newer technology or products that require new consumer behavior (like the world of web3, blockchain and decentralized finance), brand mascots add a dose of fun and friendliness. They help users engage with less complexity to navigate. They also attract new audiences into a previously inaccessible brand’s world. Take the [MetaMask Fox](https://metamask.io/), which has been a part of the crypto wallet MetaMask brand since inception in 2016. It gathered a cult following, especially among developers, for representing the promise of decentralization and self-custody. When we started working with the Consensys and MetaMask teams to evolve the brand, it was clear we needed to retain the fox’s role as an internal point of pride and an external asset. The challenge became to breathe new life into the critter. Instead of acting as a static logo or signifier, stamped across apps and communications, could the fox act as a guide to draw users into the world of web3? The re-drawn animal was friendlier in its features. Using a study of the UI actions that were key moments within the product, the animated fox had a greater range of expressions to reflect potential user emotions when interacting with MetaMask. For example, the fox looking away when sensitive passwords are entered signals the importance of security. The fox can “celebrate” alongside a user with a wiggle of its ears. The fox as a result becomes less a one-way representation of the brand or product and more the initiator of a dialogue with its audiences. And our Western, nostalgic view of brand mascots is completely different to how they are viewed in the East. They are recognized as beloved characters and respected cultural and economic drivers. Japan has entire mascot schools, where performers train for months to perfect each character’s quirks and personality. Korean brands build their brand experiences around their mascots, seen in the likes of [Kakao’s Ryan the Lion](https://kakaofriends.fandom.com/wiki/Ryan). One thing is for sure: brand mascots can hold value, and it is not just sentimental or a play on cuteness. If imbued with the ability to meaningfully interact, brand characters can become an ownable asset for emotional connection and a clearer path to building a trusted brand. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Design, Musings **Tags:** Apple **Sections:** Community Voices --- ### [Chrome's 'No Internet Dinosaur' Rampages IRL](https://musebyclios.com/worldviews/chromes-no-internet-dinosaur-rampages-irl/) **Published:** March 17, 2026 **Author:** David Gianatasio **Content:** Here are some notable campaigns that broke far and wide in recent weeks, curated by Muse sibling [Ads of the World](http://adsoftheworld.com). ### On Negocios, ‘Dino’ Agency: Lemon Chrome’s dreaded “No Internet Dinosaur” stomps out of the browser and into the real world via this [playful film](https://www.adsoftheworld.com/campaigns/dino-9985f7e9-fe34-40cc-8479-8cc3606fa54b) imagining what would happen if the pixelated icon came to life. Watch as a chunky, Minecraft-style T-Rex storms an office in full attack mode. Thankfully, an engineer steps up to save the day, turning a common computer frustration into a chaotic, comic moment. Play ### DANA, ‘Aman Dari Badman’ Agency: Salvo “Aman Dari Badman” translates to [“Safe from Badman,”](https://www.adsoftheworld.com/campaigns/amandaribadman) an Indonesian-English phrase referring to scammers, hackers or fraudsters. By using witty, tongue-in-cheek language and over-the-top silliness, this fun campaign highlights the serious issue of digital protection and how we can avert disaster. Play ### Guinness, ‘A Lovely Day’ Agency: VML U.K. Guinness unveils this [new push](https://www.adsoftheworld.com/campaigns/a-lovely-day) for its Foreign Extra Stout as part of a Premier League sponsorship. The high-energy spot is designed to put real Premier fans at the heart of the story and deepen recognition of Guinness as the official beer of the league. Play ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Worldviews **Tags:** DANA, Guinness, On Negocios **Sections:** Entertainment, Trending --- ### [Cultural Relevance: Apple’s ‘Unhinged’ TikToks Are Weird by Design](https://musebyclios.com/musings/cultural-relevance-apples-unhinged-tiktoks-are-weird-by-design/) **Published:** March 16, 2026 **Author:** David Gianatasio **Content:** Apple, the brand that built its identity on [“thinking different,” ](https://www.apple.com/newsroom/2026/03/apple-to-celebrate-50-years-of-thinking-different/)has long been as famous for its advertising as for its products. Just look at the [“dancing silhouettes” ](https://www.youtube.com/watch?si=nXwEJ7CBdfnn96Av&t=111&v=MTs5pOn7XFU&feature=youtu.be)iPod campaign: bold, minimalist, instantly recognizable—and still one of Apple’s greatest hits. It helped turn the portable music player into a cultural phenomenon. Oddly enough, when those spots debuted in 2003, they were considered a gamble. Former Apple creative director Ken Segall said [Steve Jobs questioned](https://www.businessinsider.com/steve-jobs-hated-ipod-silhouette-ad-2012-4) whether the abstract concept was “on brand,” featured the product prominently enough or even explained what the approach was really all about. The gamble paid off: “Silhouettes” became a sensation. With the recently launched [MacBook Neo](https://www.apple.com/macbook-neo/)—Apple’s cheapest laptop yet—the company is once again betting on intrigue over explanation. It does not seem especially worried about being too vague, showing too little of the product or leaving viewers asking, “What am I watching?” After all, that same creative risk helped make “Silhouettes” iconic. Now, Apple is making that [same bet on TikTok](https://www.tiktok.com/@apple), flooding the platform with surreal, oddball videos built to cut through younger users’ fractured attention. The strategy makes sense. Adults ages 25 to 34 are TikTok’s largest age segment, and the Neo is aimed at students and budget-conscious buyers. One of the strangest clips, featuring people with [blue hands](https://www.tiktok.com/@apple/video/7614565458699635998), sparked comments like “Did Apple get hacked?” and “Apple r u ok?” > [@apple](https://www.tiktok.com/@apple?refer=embed "@apple") 💙🔵🦋🟦💠🌀🩵🔷 @malatalia [♬ original sound – apple](https://www.tiktok.com/music/original-sound-7614565460125715230?refer=embed "♬ original sound - apple") But the confusion is intentional. Apple has even left comments—an unusual move for a brand that typically treats social media as a one-sided conversation. And the chaos is not random. Each bizarre visual maps back to a Neo color. We see blue hands for indigo, a lime [FaceTiming a lemon](https://www.tiktok.com/@apple/video/7613820709629971725) for citrus and a tiny pink compact shaped like a MacBook for blush. It may look “unhinged,” but every visual is carefully calculated. > [@apple](https://www.tiktok.com/@apple?refer=embed "@apple")hello? > > [♬ original sound – apple](https://www.tiktok.com/music/original-sound-7613820841494645518?refer=embed "♬ original sound - apple") Apple did not become Apple by playing it safe, nor did it build a 50-year legacy on blandness. For decades, the company has embraced “Think Different,” casting itself as the creative, rebellious alternative to conventional computing and corporate tech culture. Its advertising made that identity unforgettable. “Silhouettes” may be one of Apple’s most recognizable campaigns, but it was no fluke. Apple has spent decades producing award-winning advertising: 2007’s [“Get a Mac” ](https://musebyclios.com/advertising/get-a-mac-revival-leads-our-5-ads-of-the-week/)won the Grand Effie; “Think Different” earned the 1998 Emmy for Outstanding Commercial; and Ridley Scott’s [“1984”](http://youtube.com/watch?si=2821KbCM2pihKB_J&v=ErwS24cBZPc&feature=youtu.be) did more than stun viewers during Super Bowl XVIII—it won a Cannes’ Grand Prix and later entered the Clio Awards Hall of Fame. So, as Apple [once put it](https://www.apple.com/50-years-of-thinking-different/), “here’s to the crazy ones”—a fitting sign-off for a brand still turning creative risk into cultural relevance. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings **Tags:** Apple, TikTok **Sections:** Community Voices --- ### [PSA: Your Gran Misses Your Instagram Posts](https://musebyclios.com/musings/psa-your-gran-misses-your-instagram-posts/) **Published:** March 14, 2026 **Author:** David Gianatasio **Content:** Last week, my gran asked why I never post on Instagram anymore. It’s a fair question. She downloaded the app specifically to keep up with what I’m doing in my life. Instead, my profile mostly shows photos from several years ago and the occasional holiday. The irony isn’t lost on me. As a media buyer, I spend my days helping brands appear in people’s feeds. Yet, on a personal level, I feel increasingly fed up with scrolling through those exact same feeds. It’s no secret that social media has become saturated, not just with ads but with influencer content, sponsored posts and a growing wave of AI-generated material. Part of this shift can be traced to the moment platforms moved away from chronological feeds toward algorithms that “suggest” content with brute force. The resulting feeds blur the line between authenticity and commerce almost beyond recognition. Often, it feels less like catching up with people and more like browsing an endless shopping channel. I’m not the only one feeling that shift. Research shows roughly [one-third of social media users](https://www.bbc.com/worklife/article/20250722-social-media-user-changes-kyle-chayka-katty-kay-interview) are posting less than they did a year ago, with many logging on primarily to be entertained rather than contribute themselves. Yet people aren’t abandoning social media entirely. The average person still spends more than [two hours a day on social platforms](https://umaine.edu/undiscoveredmaine/small-business/resources/marketing-for-small-business/social-media-tools/social-media-statistics-details/#:~:text=Top%20most%20used%20social%20media,32%20minutes%20on%20TikTok%20monthly.). We’re still scrolling. We’re just sharing less. I’m definitely guilty of it. When I was younger, I shared everything. I grew up in the golden age of Facebook albums, the era of uploading 384 photos from a friend’s birthday party, most of them blury, half of them duplicates and none of them remotely curated. Social media was chaotic, overshared and gloriously unserious. Somewhere along the way, that changed. Posting now can feel weirdly performative. You’re not just sharing with friends. You’re posting into a feed that sits between sponsored skincare, an influencer promoting protein powder and an AI-generated travel reel. So people hesitate. They overthink. Often, they just don’t post at all. The discourse around social media losing its way is nothing new. Everyone from your best friend to government officials have opinions on why the platforms are ruining society. But the reality is that if we abandon posting altogether, we’re the ones who lose out. We don’t have to accept the fate of a feed filled entirely with carefully disguised adverts and AI slop. We can reclaim social for its original purpose: connection. A place to stay in touch with friends and family, to document our lives and look back on moments that might otherwise disappear. Yes, the ads and sales-heavy noise will still be there. That’s the trade-off. But it doesn’t mean the rest of the experience has to lose its meaning. This plea is for brands too. Over the past few years, brands have started adapting their creative strategies. Highly polished ads are being replaced with UGC-style content, lo-fi videos and formats that feel more native to the platforms. But the reason that content works isn’t just aesthetic, it’s cultural. People respond to it because it feels closer to the kind of content social media was originally built around: real people sharing real experiences. If platforms are going to remain meaningful places for audiences, that human layer has to exist. So post more. Reclaim your feed with pictures of your average dinner or selfies at the gym. React to content from friends and brands alike when they resonate with you. And if you won’t post for yourself, then do it for your gran. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings **Tags:** antisocial **Sections:** Community Voices --- ### [Natalie Portman Plays Herself in Tiffany Ad That Bowed During the Oscars](https://musebyclios.com/film-tv/natalie-portman-plays-herself-in-tiffany-ad-that-aired-during-the-oscars/) **Published:** March 16, 2026 **Author:** Amy Corr **Content:** In an ad that debuted during last night’s Academy Awards, Natalie Portman portrays herself in a 3-minute ad for Tiffany & Co. The Oscar winner has been named global house ambassador for the brand. Promoting the brand’s HardWear collection, the ad gives viewers an inside peak at Portman’s everyday life as a producer, film director and mom. Portman describes resilience and inner strength as we see her throughout a work day, wearing many hats. “Inner strength isn’t found. You build it, piece by piece. You don’t have to be perfect to experience perfect moments. This is where inner strength grows best.” At the end, we discover that Portman is writing all this in a letter to her daughter. Play The film was directed by Mona Fastvold and Brady Corbet of Magna Studios and shot by cinematographer Hoyte van Hoytema. “We were drawn to the opportunity to create something aligned with their historic identity. The film was shot on 70mm, a format that allowed us to reflect the brand’s craftsmanship with extraordinary fidelity,” say Fastvold and Corbet. Listen closely for a reimagined version of Moon River,” created by Little Beast and composer David Radley, playing throughout. ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Film and TV **Tags:** Natalie Portman, Tiffany & Co. **Sections:** Entertainment, Trending --- ### [Mindy Goldberg of Epoch Films on Understanding the Mechanics of a Project Before Its Completion](https://musebyclios.com/2-minutes-with/mindy-goldberg-of-epoch-films-on-understanding-the-mechanics-of-a-project-before-it-is-complete/) **Published:** March 15, 2026 **Author:** Shahnaz Mahmud **Content:** [Mindy](https://www.ciclopefestival.com/speakers/mindy-goldberg/) founded Epoch in 1989 as a platform for emerging filmmakers to build creative autonomy while accessing the commercial marketplace. Over the last 35 years, she’s helped launch the careers of directors including Martin de Thurah and Phil Morrison, and expanded Epoch into long-form films such as Junebug and Daughters. We spent two minutes with Mindy to learn more about her background, her creative inspirations and recent work she’s admired. # Mindy, tell us … ### Where you grew up, and where you live now. I grew up in Queens, N.Y. Now, I live in Manhattan, in the West Village, where I’ve been for over 30 years. ### How you first realized you were creative. Creativity comes in all stripes. I’m not a fine artist, I am a maker and have always approached possibilities with optimism, originality and a willingness to think outside the conventions. That makes me feel creative. ### A moment from high school or college that changed your life. During my sophomore year in college, I experienced my first love. He was from Düsseldorf. We did a lot of traveling together. Morocco, Turkey, Egypt. Experiencing different cultures, traveling with spontaneity and being with my first love was the epitome of freedom and discovery. I think it was essential to my being. ### Your most important creative inspirations, and some recent stuff you love. My two grown children are in creative fields; watching them make work inspires me. I’m happy they’re having life adventures and trying to make their way in the arts. I recently watched the five-part [Martin Scorsese documentary](https://en.wikipedia.org/wiki/Mr._Scorsese), which I found quite moving. It is an incredibly honest reflection on a life full of ups and downs, and a life full of creative integrity. He’s an inspiration. I produced a PSA with Scorsese in 1989, the year [Epoch](https://epochfilms.com/) opened. Following the commercial failure of [The Last Temptation of Christ](https://en.wikipedia.org/wiki/The_Last_Temptation_of_Christ_(film)), I got a call from his agent at [CAA](https://en.wikipedia.org/wiki/Creative_Artists_Agency): Could I find [Marty](https://en.wikipedia.org/wiki/Martin_Scorsese) a commercial project? We got him a “Say No to Drugs” campaign by the [Ad Council](https://en.wikipedia.org/wiki/Ad_Council). Basically, they were saying if you were on drugs, you’d have unwanted sex. Marty directed the ads, got paid well but was completely baffled by the creative message. Obviously, a legendary filmmaker, but also adorable and funny. ### One of your favorite creative projects you’ve ever worked on. Producing [Junebug](https://en.wikipedia.org/wiki/Junebug_(film)), directed by [Phil Morrison](https://en.wikipedia.org/wiki/Phil_Morrison_(director)). It was my first film and a completely new experience. We knew nothing about making movies, and that emboldened us. We had fun, made a great movie, went to the Oscars, and learned so much. Also, acting in [Alma Har’el’s](https://en.wikipedia.org/wiki/Alma_Har'el) [Lady in the Lake](https://en.wikipedia.org/wiki/Lady_in_the_Lake_(TV_series)) series was a phenomenal experience. Alma cast me to play [Natalie Portman’s](https://en.wikipedia.org/wiki/Natalie_Portman) Polish mom. I really went for it, got into the character. Acting is hard. Actors aren’t just born under lucky stars, they are highly skilled. ### A recent project you’re proud of. [Martin DeThurah](https://en.wikipedia.org/wiki/Martin_de_Thurah) recently directed two commercials for a U.K. brand. The ads aren’t out yet, but I just saw rough cuts. I can’t remember seeing a story and characters rendered with such vulnerable humanity. Not in a manipulative way, but with honesty. ### Someone else’s work you admired lately. I just saw [Sorry, Baby](https://en.wikipedia.org/wiki/Sorry,_Baby_(2025_film)), the movie by [Eva Victor](https://en.wikipedia.org/wiki/Eva_Victor). She wrote, directed and acted in it. I was moved by her singular voice and the original way she rendered a familiar story. ### Your main strength as a creative person. Understanding the parts of something before it’s complete. I can identify the voice that will bring a project to life and support that voice. ### Your biggest weakness. I have a hard time showing vulnerability. To reach meaningful depths—in art or relationships—you’ve got to be vulnerable. So, I prefer to be the person behind the curtain, less vulnerable. For a loud, social person, I’m very shy. ### A mentor who helped you navigate the industry. I wish I had had a mentor in business, both for the commercial and film industries. I wouldn’t have blown so much dough and might have had a clearer path for my personal career. My creative mentors were the directors I grew up with. Two important ones were [Jeff Preiss](https://en.wikipedia.org/wiki/Jeff_Preiss) and [Paula Greif](https://www.imdb.com/name/nm1076687/). Jeff taught me about cinema—he is a film scholar. Paula inspired me with her artfulness, taste, wisdom, intellect and independence. ### What you’d be doing if you weren’t in advertising. Working for [Zoran Mamdani](https://en.wikipedia.org/wiki/Zohran_Mamdani), trying to bring about some meaningful changes. I love N.Y.! [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.]() ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Advertising, Film and TV **Tags:** Epoch Films **Sections:** Community Voices --- ### [Creator Corner: Staples Baddie, Alysa Liu, Punch Monkey and More Standouts](https://musebyclios.com/creators/creator-corner-staples-baddie-alysa-liu-punch-the-monkey-plus-more-social-media-standouts/) **Published:** March 12, 2026 **Author:** Christine Champagne **Content:** Here, we inaugurate a new feature, looking at some of the most exciting creators today, the ones attracting beaucoup views and big interest from brands. Rather than focus on one specific category, the selection below shows the depth and breadth of offerings on social. We see creators across retail BTS, sports and music extending their reach and generating headlines. A certain monkey feels so two weeks ago, yet timeless. And then there’s a CEO fast-food foible that surely ranks among the brand fails of 2026. Or does it? Our point: This stuff’s playing into the cultural mix in a major way, stoking interest and engaging eyeballs worldwide. ### [Staples Baddie](https://www.tiktok.com/@blivxx) Kaeden Rowland has made shopping at Staples … well, cool! A print specialist at one of the store’s locations in upstate New York, this 22-year-old regularly posts videos of herself on the job. We watch her make cat mugs and help people strike the best poses for passport photos. She’s the opposite of corporate—and that connects. In fact, our Staples Baddie shows that she knows how to make the most of the office supplies and services on offer. Hopefully, Staples can hold onto this brilliant brand ambassador, who is also working with brands Mac Cosmetics and P.F. Chang’s. > [View this post on Instagram](https://www.instagram.com/p/DVb-Fm2ESJR/?utm_source=ig_embed&utm_campaign=loading)[A post shared by Outshine Talent (@outshinetalent)](https://www.instagram.com/p/DVb-Fm2ESJR/?utm_source=ig_embed&utm_campaign=loading) ### [Alysa Liu](https://www.instagram.com/alysaxliu/) Liu has skated from Olympic Gold to social media superstardom. Gaining more than 6 million followers on Instagram during and soon after the Games, the athlete is now closing in on a following of 8 million. Supremely confident, inspiring and original, Liu has graced the cover of Teen Vogue, and continues to work with brands like Nike and Gillette Venus. She’s also moved into the fashion arena through collabs with Louis Vuitton. We’ll surely be following her journey for years to come. > [View this post on Instagram](https://www.instagram.com/p/DVd02_tDrTS/?utm_source=ig_embed&utm_campaign=loading)[A post shared by 刘美贤 Alysa Liu (@alysaxliu)](https://www.instagram.com/p/DVd02_tDrTS/?utm_source=ig_embed&utm_campaign=loading) ### [Chris Kempczinski](https://www.instagram.com/reels/DUTZ_ilDl41/) McDonald’s CEO Chris Kempczinksi tried to become a creator, biting into a Big Arch only to be roasted by other brands for taking what appeared to be, at most, a tiny nibble of the burger. His failure to launch in the space suggests that maybe executives should stick to running companies rather than promoting them on social. > [View this post on Instagram](https://www.instagram.com/reel/DUTZ_ilDl41/?utm_source=ig_embed&utm_campaign=loading)[A post shared by Chris Kempczinski (@chrisk\_mcd)](https://www.instagram.com/reel/DUTZ_ilDl41/?utm_source=ig_embed&utm_campaign=loading) ### [Punch, the Monkey](https://www.tiktok.com/@ichikawacityzoo) Punch didn’t set out to become a celebrity. But, as most of you surely know, the little guy [blew up on social](https://musebyclios.com/musings/gut-punch-what-a-baby-monkey-teaches-us-about-impactful-content/) after zookeepers at the Ichikawa City Zoo posted videos of him cuddling with a stuffed orangutan after being rejected by his mother. Who among us hasn’t obsessively watched and rooted for Punch as he struggled to integrate with the other simians? In a boon for the zoo, people have even been motivated to travel to from all around the world to peep Punch in person. > View this post on Instagram > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > [A post shared by @the\_punch\_monkey](https://www.instagram.com/reel/DVbU6FiCXRa/?utm_source=ig_embed&utm_campaign=loading) ### [Brittany Broski’s Royal Court](https://www.youtube.com/@royalcourt) Harry Styles could have gone anywhere to promote his new album, including any number of mainstream television shows. But he chose to discuss “Kiss All the Time. Disco, Occasionally” on the YouTube series Brittany Broski’s Royal Court. It was a win for creators, Styles and his fans. Honestly, what a difference it made to have this Q&A conducted by a long-time fan of Styles’ rather than a squawking head fed questions by a producer. Play ![author avatar](https://secure.gravatar.com/avatar/bca57dd4723116a5018776272ebed389875689a3404acf351677240c4d746cec?s=300&d=mm&r=g) Christine Champagne [See Full Bio](https://musebyclios.com/author/christine-champagne/) [ ](https://musebyclios.com/author/christine-champagne/) **Categories:** Creators **Tags:** McDonald's, Olympics, Staples **Sections:** Lifestyle --- ### [Citroën = Love. Cue the '80s Music-Video Montage](https://musebyclios.com/advertising/citroen-love-cue-the-80s-music-video-montage/) **Published:** March 13, 2026 **Author:** David Gianatasio **Content:** Is this love that you’re feeling for Citroën when you climb behind the wheel? ’80s band Survivor knows the answer. And one of their signature power ballads might just melt your heart (though probably not) in this nostalgic send-up from BETC Paris. “The concept was a romantic flashback to a test drive that had literally just happened,” agency ECD Nick Bakshi tells Muse. “No one does romantic flashbacks like the 80s. So, going full kitsch in that style felt like a no-brainer. The song was an ear-worm that we discovered while searching this style.” The approach scores by evoking Reagan-era rom-coms and early-MTV while adding superbly silly touches. These include a WTF cameo by Irish Setters, our heroine embracing the car and sales-dude bemoaning the “intensity” of the experience. Shot in Portugal by [Ramez Silyan](https://www.imdb.com/name/nm5385537/) through Very/Content, the schlocky spot makes the most of a sudden downpour. “We thought it wasn’t exactly ideal for our ‘romantic flashback,'” Bakshi recalls. “But we leaned into the weather and spontaneously shot the moment of her kissing the car in the rain.” ![](https://cdn.musebyclios.com/wp-content/uploads/2026/03/13080111/cit-3-1.jpg) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** BETC, Citroën **Sections:** Entertainment, Trending --- ### [It's a 'Lovely Day' for Humans, Not Bots, in Latest Zevia Campaign](https://musebyclios.com/advertising/its-a-lovely-day-for-humans-not-bots-in-latest-zevia-campaign/) **Published:** March 12, 2026 **Author:** Amy Corr **Content:** Robots drink sodas full of artificial ingredients while humans prefer Zevia, made with zero artificial additives. Party Land created “Real Soda for Real Humans,” a national campaign that brings viewers into an office setting with humans and a humanoid bot, who will be featured in future campaign elements. When a human colleague buys a can of Zevia from a vending machine, his robo-colleague creepily appears from nowhere and attempts water-cooler talk. He raves about artificial sweeteners while the human raves about Zevia. When the robot takes a sip of Zevia, it breaks him. His arm falls off and the artificial soda that fuels him comes pouring out. The spot is running on CTV, YouTube, and Meta. The brand will have an activation at SXSW, where attendees will need to “Prove They’re Human” with a custom Z-CAPTCHA. This continues Zevia’s cheeky anti-automation vibe, last seen in [this AI spoof ](https://musebyclios.com/advertising/zevias-faking-it-in-spot-on-coca-cola-ai-spoof/)from Xmas 2024. And retro-futurism is all the rage this week, with [Billie ](https://musebyclios.com/fashion-and-beauty/billie-sets-its-bubbly-pitch-in-the-grooviest-lab-of-all-time/)and [Puma](https://musebyclios.com/music/rose-explores-h-street-for-puma/) going back to the future. ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Advertising **Tags:** Party Land, Zevia **Sections:** Trending --- ### [Uber Helps Maura Higgins—and the Rest of Us—Irish Exit on St. Patrick’s Day](https://musebyclios.com/advertising/uber-helps-maura-higgins-and-the-rest-of-us-irish-exit-on-st-patricks-day/) **Published:** March 13, 2026 **Author:** Amy Corr **Content:** If there’s any time of the year to pull an Irish exit, it’s St. Patrick’s Day! Uber is offering 17 percent off UberX rides with the code IRISHEXIT17 for those who want to get out for a green pint or two and then head safely home. “Where’s Maura,” created by Mother New York and directed by Cameron Harris of Gravy Films, stars Irish reality star Maura Higgins of Love Island and Traitors fame. We see her relaxing in a bubble bath with a pint of Guinness, extolling the Irish Exit. Turns out, she ostensibly pulled one on the Uber campaign set to get home and unwind. So, it’s an ad-within-an-ad scenario. There’s chaos as the “commercial crew” tries to find her. Play “Maura Higgins was perfectly in the center of our ideal Venn diagram: Irish, and a completely charming, lovable person who could believably dip out on a commercial for some R&R,” says Zack Roif, CD at Mother. “We shared the concept with her team and they were excited as we were to have Maura abandon us in our ad.” The campaign includes email, social, digital OOH and marketing around/at Irish bars in Orlando, Palm Beach and Kansas City. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/03/13121542/Uber1-1024x576.jpg)“The bar we shot at (an iconic NYC bar in the Meatpacking District) actually kept the massive Guinness mirror we added as set decor,” Roif tells Muse. “Once the owners saw it go up, they asked if they could keep it and appreciated the new decor.” “The client’s ask was simple: make Uber the hassle-free solution to St. Paddy Day’s chaos,” adds Ana Montoya, strategist at Mother. “And it made sense because Uber has already been that calm in the shamrock-storm for so many people: we’ve been that moment of peace post parade, we’ve connected all dots of your never ending crawl, and (maybe most importantly) we’ve helped you leave without saying goodbye” # **CREDITS** Brand: Uber Agency: Mother Production: Gravy Films Director: Cameron Harris Editorial & VFX: Mackcut Color: Rare Medium Mix: Mr. Bronx Music Supervision: Butter ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Advertising **External partners:** Maura Higgins, Mother, St. Patrick's Day, Uber **Sections:** Entertainment, Trending --- ### [Rob Lewis of Good Conduct on How a Strong Work Ethic Trumps Natural Talent](https://musebyclios.com/2-minutes-with/rob-lewis-of-good-conduct-on-how-a-strong-work-ethic-trumps-natural-talent/) **Published:** March 16, 2026 **Author:** Shahnaz Mahmud **Content:** From automotive to CPG, beverages to pet food, men’s grooming to energy companies, [Rob](https://www.linkedin.com/in/rob-lewis-954b2020/) brings over two decades of brand-building expertise to his role as co-founder and ECD of Good Conduct. Previously, at Fact & Fiction, where he led creative for brands including Hershey’s, New Belgium Brewing, and Chili’s Sierra Nevada. We spent two minutes with Rob to learn more about his background, his creative inspirations and recent work he’s admired. # Rob, tell us … ### Where you grew up, and where you live now. I grew up in the suburbs of Detroit and now I live in Denver Colo. ### How you first realized you were creative. Being creative was always something I was interested in. My “When I grow up” answer wasn’t “fireman” or “pilot,” it was “cartoonist.” I was the kid drawing and doodling, interested in comic strips like [The Far Side ](https://en.wikipedia.org/wiki/The_Far_Side)and [Calvin and Hobbes](https://en.wikipedia.org/wiki/Calvin_and_Hobbes). I’d make doodles for kids in my classes, rather than pay attention to whatever I was supposed to be learning. ### A moment from high school or college that changed your life. I was working on a self-portrait in a drawing class. I kept working at it until I ruined the piece completely. While the project was ultimately a failure, the professor told me that the amount of time and effort I had put into it was what I should expect to put into anything if I wanted it to be good. From then on, I never expected anything to come easy, and always put in extra effort into everything I touched. ### Your most important creative inspirations, and some recent stuff you love. I’m inspired mostly by things outside of the ad industry: art, music, stories and movies. I’m interested in hearing how people think and approach their artistic process. I often listen to a podcast called [Song Exploder](https://songexploder.net/) that has musicians talk about how they developed their songs. I find it really applicable to what we do. Also, I recently bought a [Will Rochfort ](https://www.williamrochfort.com/)print. He’s like a modern day [Norman Rockwell](https://en.wikipedia.org/wiki/Norman_Rockwell). The compositions are great and his execution is incredible. And I started watching [Fallout ](https://en.wikipedia.org/wiki/Fallout_(American_TV_series))recently as well. I love a dark comedy, so it’s the type of show that makes me smile. ### One of your favorite creative projects you’ve ever worked on. Our [Lumin ](https://www.luminskin.com/)skincare campaign, [“Mansplained for Men.”](https://www.goodconductcreative.com/work/mansplainedformen) It was the first conceptual TV creative we made after launching our own agency, [Good Conduct](https://www.goodconductcreative.com/), in 2021. It landed with consumers and press. It has elements of truth and surprise that are mainstays in campaigns that make me jealous. ### A recent project you’re proud of. This past year we put out a [pet food campaign ](https://lbbonline.com/news/the-honest-kitchen-celebrates-pets-at-their-worst)for [The Honest Kitchen](https://www.thehonestkitchen.com/?srsltid=AfmBOorEu6p2HmLEDACjfLsJG-mEe8O1F_dmOqFXqYYzaKW6j5gutZq0). With everyone talking about how much they love their pets and the humanization of pets, it was a refreshing take to point out how terrible our pets can be. The concept was tight and the execution really sings. ### Someone else’s work you admired lately. Every time the current [Goodyear](https://en.wikipedia.org/wiki/Goodyear_Tire_and_Rubber_Company) commercial from [BBH](https://www.bartleboglehegarty.com/offices/new-york) comes on TV I look up to watch. It’s not generally the type of work I like, or make. Maybe that’s why I like it. Or maybe because it’s set to such a banger of a [Dre](https://en.wikipedia.org/wiki/Dr._Dre) track. It’s a great branding piece that makes you want to watch, and makes me like a tire brand. I also appreciated the recent [Columbia](https://en.wikipedia.org/wiki/Columbia_Sportswear) campaign from [Adam&Eve DDB](https://adamandeveddb.com/). It’s not often an outwear company goes conceptual. It was brave to buck category conventions and it’s wildly entertaining. As an outdoor enthusiast myself, it made me think Columbia might be stepping up their product quality game to compete with [Patagonia](https://en.wikipedia.org/wiki/Patagonia), [Arc’teryx](https://arcteryx.com/us/en) and [The North Face](https://en.wikipedia.org/wiki/The_North_Face). I saw a little hate for this campaign online, and I’m here to say that those the haters are 100 percent wrong. Play ### Your main strength as a creative person. I believe a strong work ethic beats natural talent 99 out of 100 times. If you put in the time to push past the first thoughts, and have the grit to craft your work all the way through the production process, it pays major dividends. No ad genius required. Just hard work. ### Your biggest weakness. I once had a creative director tell me that the hardest part of being a CD is letting go of the work and letting your team do it while you guide them. I ended up starting an agency where I don’t let go of it. Maybe that makes me a bad manager. ### A mentor who helped you navigate the industry. [Cameron Day](https://www.iamcameronday.com/who-is-cameron-day). He’s the son of the “Day” in [Chiat Day](https://en.wikipedia.org/wiki/TBWA%5CChiat%5CDay). Cam has been a mentor, a cheerleader and a voice of reason, advice and inspiration. Kinda like my ad dad. I took a job at a less-than-ideal agency to work for him. I figured even if the agency didn’t pan, at least I’d have built a relationship with Cam. That’s a choice I’ve never regretted. He’s also an accomplished author with several great ad books under his belt you should check out. ### What you’d be doing if you weren’t in advertising. I nearly switched my major to sculpture in college. I loved welding and forging metal. So maybe that? Or, I could definitely be a park ranger and wear one of those [Smokey the Bear](https://en.wikipedia.org/wiki/Smokey_Bear) hats. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:amy.corr@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Advertising **Tags:** Good Conduct **Sections:** Community Voices --- ### [iPad Goalie Masks Return, This Time for Young People](https://musebyclios.com/sports/ipad-goalie-masks-return-this-time-for-young-people/) **Published:** March 13, 2026 **Author:** David Gianatasio **Content:** Apple expanded its popular iPad [goalie mask design initiative](https://www.nhl.com/news/apple-nhl-nhlpa-partner-again-on-made-on-ipad-x-nhl-goalie-mask-campaign) to include kids competing in the Quebec International Pee-Wee Hockey Tournament. And these tykes did not mess around. Fierce depictions reigned, including killer clowns, a roaring lioness, fighter pilots and raging bears. We also see some heartfelt imagery: indigenous drawings, balls of yarn (repping one boy’s pet kitties), plus celebrations of family heroes and NHLers who provide inspiration. Apart from the vivid product demo, the push shows how tech can bridge the years and provide continuity across generations. The joy on the children’s faces is authentic and palpable, which serves the brand especially well. **CREDITS** Agency: TBWA\\Media Arts Lab, Canada Director: Jason Van Bruggen Production Company: Suneeva Editing: Outsider Editorial Director of Photography: Stuart James Cameron Music: “Big” – Kalli J, LiTTie ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Sports **Tags:** Apple **Sections:** Entertainment, Trending --- ### [Gillian Anderson, M&S Dish Out the Compliments](https://musebyclios.com/film-tv/with-gillian-anderson-the-compliments-are-out-there/) **Published:** March 12, 2026 **Author:** David Gianatasio **Content:** Gillian Anderson brings the love again and again (and again) as the chief compliments officer of U.K. retailer Marks & Spencer. It’s a silly notion from Mother London, with Gillian traipsing around town and liberally dispensing the line “Love That!” when she spots women wearing M&S fashions. Does she hate stuff from brand rival John Lewis? Probably. This shouldn’t be so amusing, but smiley Anderson struts the sidewalks and sells the concept with spot-on deliveries again and again—and again. Her assistant just looks tired. “Compliments make us feel incredible,” an agency rep tells Muse. “There’s nothing like being told that you have a fantastic dress by someone. It changes your day. M&S want to champion that movement.” They tapped Gillian owing to her status “as a British and style icon. But more than that, she represents confidence.” Plus she’s got cross-generational appeal and it’s hard to imagine a more magnetic presence or smoother line deliveries. She IS the campaign. And that’s no idle compliment. Go ahead, rep, heap more praise on your star: “The shoot was epic. But fast. Two days to turn around a 90 -second ad and heaps of social films. Gillian was incredible, so professional and sheer talent. Some takes, it was like we had no feedback at all. Every take, she was in character and ready to go.” The work drops today, directed by Smuggler duo Jason Sondock and Simon Davis (aka Rubberband). ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Fashion and Beauty, Film and TV **Tags:** Marks & Spencer, Mother **Sections:** Entertainment, Lifestyle, Trending --- ### [Rosé Explores H-Street for Puma](https://musebyclios.com/music/rose-explores-h-street-for-puma/) **Published:** March 12, 2026 **Author:** David Gianatasio **Content:** Welcome to the neighborhood, Rosé. Dig that Puma-hedge and those shiny silver ranch-style dwellings. The Gen-Z singer helps the brand revive its H-Street sneaker in quirky work from Anomaly and ProdCo director [Onda](https://onda.world/). This weirdly pleasing lifestyle pitch mashes up ’50 space-age notions with the here and now. It’s unfettered by overly precious fashion plays or footage of star athletes doing laps at dawn while looking chic. Our reigning [Ad of the Week from Billie](https://musebyclios.com/advertising/the-experiments-a-success-billies-lab-work-leads-our-5-ads-of-the-week/) trades in somewhat similar themes. Such time tripping rarely fails to please. Here, Puma strove to create “a bright, poppy and tech-forward atmosphere,” a rep says. “Moving away from standard neighborhood tropes, the visual world of H-Street is artfully kitsch and slightly surreal, where the past, present and future collide.” They’ve got a rad topiary artist, at any rate. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Fashion and Beauty, Music **Tags:** Anomaly, Puma **Sections:** Entertainment, Lifestyle --- ### [Time to Retire the R-Word, Urges Down Syndrome Non-Profit](https://musebyclios.com/health/time-to-retire-the-r-word-urges-down-syndrome-non-profit/) **Published:** March 13, 2026 **Author:** Amy Corr **Content:** Timed to World Down syndrome Day on March 21, CoorDown launched “Just Evolve,” its [latest](https://musebyclios.com/advertising/fighting-false-assumptions-about-people-with-down-syndrome/) campaign to educate the world on the harm done when the R-word is used. Created by Small, Indiana Production and director Martin Holzman, a 2-minute ad begins with friends at dinner with one man calling another the R-word. In steps 19-year-old Noah M. Matofsky, a British actor with Down syndrome, who explains why such hateful language belongs in the past. He references some barmy things that people used to do until they evolved. These include washing laundry in urine, husbands selling wives, taking cough syrup laced with heroin, wearing meat masks to prevent wrinkles and fighting duels. Play “We are aware that 90 percent of the time people use these words it is not to directly offend people with disabilities. But their use contributes to creating a cultural context that associates disability with inability, failure and marginality,” says Martina Fuga, president of CoorDown. “The words we choose shape reality—both that of others and our perception of it—they can include or exclude and clarify or confuse. We want to ask every person who still pronounces these harmful expressions today to stop. Not because “you can’t say anything anymore”. But because they belong to the past.” The campaignis running on YouTube and social media channels of CoorDown and its partners. ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Health and Wellness **Tags:** CoorDown, Small **Sections:** Lifestyle, Trending --- ### [The Experiment's a Success! Billie's Lab Work Leads Our 5 Ads of the Week](https://musebyclios.com/advertising/the-experiments-a-success-billies-lab-work-leads-our-5-ads-of-the-week/) **Published:** March 12, 2026 **Author:** David Gianatasio **Content:** ### [The Best: Billie Makes Its Pitch in the Grooviest Research Lab of All Time](https://musebyclios.com/fashion-and-beauty/billie-sets-its-bubbly-pitch-in-the-grooviest-lab-of-all-time/) The personal-care brand goes all in on retro-futurism. The visual palette’s tres-fab, featuring all manner of goofy cartoonish tech (plus bubbles) to tease the eyes and ears. It’s razor sharp and “dolphin smooth.” **And in no particular order…** ### [Gap Celebrates Rites of Spring With Young Miko](https://musebyclios.com/music/gap-celebrates-rites-of-spring-with-young-miko/) The Puerto Rican rapper becomes the latest culture star to strut in one of Gap’s dance-powered extravaganzas. This hip, artsy approach packs some sass. It makes a tuneful case for unity (and sweatshirts!) with phat beats and happy feet. Bethany Vargas directed. ### [Dakota Johnson Shows Some Skin for Calvin Klein](https://musebyclios.com/fashion-and-beauty/dakota-johnson-bares-quite-a-lot-for-calvin-klein/) This one made headlines, with DJ wearing her Calvins and little else in billiard-table and swimming-pool scenarios. “Sometimes, a woman just BEING is the sexiest thing,” she says. ### [McDonald’s Invites You to ‘Confess,’ Reality-TV Style](https://musebyclios.com/film-tv/mcdonalds-wants-you-to-confess-reality-tv-style/) Yum! A tasty serving of reality show tropes in a fast-food universe. Love Island’s Olandria Carthen stars in the breezy promo film, and a McD’s confessional is coming soon to a location near you. From Golin and We Are Social. ### [Coca-Cola Transforms Van Halen’s ‘Jump’ Into World Cup Anthem](https://musebyclios.com/music/coca-cola-transforms-van-halens-jump-into-world-cup-anthem/) J Balvin, Amber Mark, Travis Barker and Steve Vai contributed to this reworking of the synth-driven ’80s thumper. It’s presented in a throwback anime scenario for max nostalgia (though there’s hella modern muscle on display). ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Billie, Calvin Klein, Coca-Cola, Gap, McDoanld's **Sections:** Entertainment, Trending --- ### [10 Albums That Look as Great as They Sound](https://musebyclios.com/art-of-the-album/10-albums-that-look-as-great-as-they-sound/) **Published:** March 11, 2026 **Author:** Amy Corr **Content:** This was quite the journey for me. I’ve learned through the process that I love when album art looks exactly how the artist sounds. That consistency is so satisfying to me. I also love, along the same lines, when the art tells a story across multiple records, whether that’s pre-planned or otherwise. The truth is, album art cannot stand apart from the music. In my mind, they are one. Therefore, a good record simply can’t have a bad album cover. And a great cover cannot belong to a bad record. It’s impossible. So please know that these 10 sleeves are for albums that I also endorse musically. You should make a giant playlist of them and prepare to be very confused because they are not connected in the slightest by genre or style. ### Coldplay ### Viva La Vida or Death and All His Friends (2008) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/03/11125756/AOTAColdplay.jpg)What better way to get someone to purchase an album than by invoking thoughts of the French Revolution? The painted words, the woman holding the flag, the triumph in the midst of brokenness, light in the darkness. As an American, how could this not deeply resonate with me? The music speaks to my soul, and the cover is a perfect representation of that artistry. Long live, indeed. ### Kanye West ### Graduation (2007) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/03/11125804/AOTAKanye-West.jpg)Kanye West is an artist who has put out a lot of great artwork. This one, however, is my favorite. Kanye had a recurring theme for several years of a man in a bear suit. His albums from 2004-07 had titles with themes about college—The College Dropout in 2004, Late Registration in 2005, and so forth. On Graduation, the bear is now a cartoon, the colors are vibrant and varied and the critter is clearly leaving the institution, perhaps never to return. ### Florence + the Machine ### Everybody Scream (Chamber Version) (2025) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/03/11125758/AOTAFlorenceMachine.jpg)All of Florence’s album artwork is beautiful, but this one is newer and is my favorite of hers so far. My friend recently bought the original album on vinyl, which included a large pressing of the photo used for this version, and the detailing on it is stunning. ### Kacey Musgraves ### Golden Hour (2018) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/03/11125802/AOTAKacey-Musgraves.jpg)Golden Hour might just have to go in my Top-10 everything, because I have a hard time naming a better album. The art is just one piece of the greater perfection. The colors pop and reintroduce her as a country artist who leans very pop. The sun can be felt on her face and hair but it’s not too obvious. The softness of that hair and the fan are indicative of Musgraves’ softer sound, vocal style and demeanor. And it’s just beautiful, one I never get tired of looking at. ### Foo Fighters ### The Colour and the Shape (1997) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/03/11125800/AOTAFoo-Fighters.jpg)Without having heard the Foo Fighters or knowing the name of this album, I loved this artwork because it was so pretty. Then I discovered that the Foo Fighters were my favorite rock band of the 1990s. It’s one of the only album covers I’ve seen that perfectly showcases the LP title without said title actually appearing. ### Ariana Grande ### thank u, next (2019) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/03/11125753/AOTAAriana-Grande.jpg)I am an Ariana fan, and Sweetener (2018) was the album that took me from just thinking she was talented to actually loving her music. When Grande followed it up with this one a year later, I had a feeling it would either be a cash-grab flop or an inspired masterpiece. I believe it was the latter. When you compare the two albums’ artwork, you notice a lot of similarities, but the moods are completely different. It’s almost like thank u is the tough, brutally honest younger sister of Sweetener. And that’s exactly how the albums feel to me when I listen. ### Kendrick Lamar ### good kid, m.A.A.d city (2012) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/03/11125806/AOTAKL.jpg)I always thought the cover of this album was intriguing, but for a long time I didn’t know what it represented. Then my husband told me: The van in the artwork is the van which moves the plot forward in the story Kendrick is telling throughout the album. This album is already so creative and captivating in large part because of the story. And knowing that the artwork is like a snapshot in time pulls me into the story as if I’m there with him. ### Charli XCX ### brat (2024) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/03/11125755/AOTACharli-XCX.jpg)I feel like there’s nothing to say about this one that hasn’t already been said, but it goes in my Top 10 because it is so iconic. Charli XCX is now the “green Powerpuff girl” next to Sabrina Carpenter (blue) and Chappell Roan (pink/red), thanks to this artwork. The font, the SIZE of the font, the lime green background … the number of times I’ve seen it in pop culture, on social media and pretty much everywhere is remarkable. The visual also fits the music perfectly. ### Paramore ### Riot! (2007) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/03/11125807/AOTAParamore.jpg)I see this album cover and know precisely what I’m going to get from the album. I love how simple of an idea it is, and yet every “riot” feels so intentional, like each repeat of the word on the cover contributes something unique to the loudness and “teenage punk” feeling that is indicative of Paramore. I love that the biggest, loudest “riot” is a scarlet red, the exact color of Hayley Williams’ hair at the time. ### The Civil Wars ### Barton Hollow (2011) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/03/11125809/AOTAThe-Civil-Wars.jpg)This was an album that defined everything for The Civil Wars—their sound, their image, their vibe, and the trajectory of their career. The album cover is one that does not feel at all timeless, and that’s exactly what I love about it. It immediately takes me back to the early 2010s, when those hairstyles were at their peak in popularity, and when Joy Williams and John Paul White wore essentially nothing but those outfits at all times, making their brand unmistakable. The black and white moodiness, the cinematic yet understated tone … it just all paints the exact picture of The Civil Wars as we know and love them. [Art of the Album](https://musebycl.io/art-album) is a regular feature looking at the craft of album-cover design. If you’d like to write for the series, or learn more about our Clio Music program, [please get in touch.](mailto:michael.kauffman@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Art of the Album **Tags:** ALBUM ART, Design, Music **Sections:** Entertainment, Trending --- ### [Billie Makes Its Pitch in the Grooviest Research Lab of All Time](https://musebyclios.com/fashion-and-beauty/billie-sets-its-bubbly-pitch-in-the-grooviest-lab-of-all-time/) **Published:** March 10, 2026 **Author:** David Gianatasio **Content:** Billie claims that its new Shave Glaze will leave you “dolphin smooth.” Can the personal-grooming brand provide scientific proof of such assertions? Who cares! Billie’s latest spots—set in a pop-art version of a futuristic lab—pack more colorful imagery, campy costumes and bouncy bubbles than you can shake a beaker at: Next, the team preps razors fit for astronauts: This brand has a penchant for [quirky satirical marketing](https://musebyclios.com/gaming/women-may-find-billies-board-game-all-too-familiar/). “The Billie Lab” expands that formula with its goofy tone and product focus. Here, the visuals and vibe prove appealing but not distracting (unlike Billie’s [scratch-and-sniff NYC armpit hair](https://musebyclios.com/advertising/billie-make-nyc-pitstop-with-scratch-and-sniff/) from a while back). Suddenly, laboratories are hot commercial settings. Chloe Fineman recently got all chic and scientific for Olaplex shampoo, while cute robots took a [rainy-night drive](https://musebyclios.com/advertising/cute-robots-hype-bosch-wiper-blades/) aided by Bosch wipers. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Ad of the Week, Fashion and Beauty **Tags:** Billie **Sections:** Trending --- ### [Gap Celebrates Rites of Spring With Young Miko](https://musebyclios.com/music/gap-celebrates-rites-of-spring-with-young-miko/) **Published:** March 11, 2026 **Author:** David Gianatasio **Content:** Gap’s spring campaign starring Young Miko feels especially on point in a world informed by countless shades of grey. Here, GapSweats light and dark are on display, modeled by Miko and a troupe of dancers. A reworked version of her track “Wassup” drives the action. The minimalist, mainly monochromatic styling and [Bethany Vargas’](https://www.imdb.com/name/nm15405834/) straight-ahead direction lets the moves, choreographed by Zoi Tatopoulos, ripple with positive energy. Tension builds and releases with each step and spin. “We’re meeting audiences where culture is happening now through music, movement and storytelling,” says brand CMO Fabiola Torres. Moreover, the 3-minute spot, “Sweats Like This,” arrives “at a defining moment for Latin music—a genre that has long shaped global culture and how people dress, dance and express themselves across generations.” Torres says. Stylistically, Gap’s [song-and-dance extravaganzas](https://musebyclios.com/musings/go-big-or-go-home-how-gap-taps-into-culture-for-the-holidays-and-beyond/) serve as signposts for unity and good vibes, viewed through the lens of youthful fashion. [Troye Sivan’s “Get Loose”](https://musebyclios.com/music/3-things-we-loved-this-summer-with-troye-sivan-x-billie-eilish/) from 2024 started the trend, with last year’s [mega-viral offering from Katseye](https://musebyclios.com/on-trend/are-thin-body-types-back-in-trumping-body-diversity-in-a-more-conservative-ad-sphere/) taking the aesthetic to a new level. “Music creates unity,” says Torres. “It transcends language, sparks joy and brings people together. That shared energy is at the heart of this campaign.” In these oft-divisive times, Gap’s approach—and Miko’s effort in particular—seems especially on point. It’s in sync with [Bad Bunny’s historic halftime show](https://www.yahoo.com/entertainment/music/articles/heres-many-people-really-watched-231133797.html). Both BB and Miko hail from Puerto Rico. Through their art, these performers deliver a powerful message, with beats and moves lifting the spirit and sharing inclusives point of view. They help align brands with Gen-Zers seeking to subvert hurtful politics and celebrate nuanced ideas and diverse societies that transcend outmoded constrictions of black and white. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Fashion and Beauty, Music **Tags:** Gap, Young Miko **Sections:** Entertainment, Lifestyle, Trending --- ### [Pavarotti, the World Cup and Brands](https://musebyclios.com/music/pavarotti-the-world-cup-and-brands/) **Published:** March 11, 2026 **Author:** David Gianatasio **Content:** On the eve of the Italia ’90 World Cup Final in Rome, Luciano Pavarotti stepped onto the stage in a black tuxedo and white bow tie. Out of him poured [“Nessun Dorma.”](https://www.youtube.com/shorts/4lPyfSmzckU) His voice reached 800 million TVs around the world. He did something unprecedented. He brought opera to the mainstream. My father watched from our sitting room. Through tinny speakers, Luciano’s voice beamed into our small council house in rural Ireland. Something struck a chord with ordinary people. A global star was reborn. His light still blazes today. What made Luciano unforgettable was not just his voice. It was his courage. He had mastered the craft completely but refused to be bound by it. He broke the usual opera format, dropped the theatrics, made the music human, made himself human. You could see it in his face and feel it in every note. It never feels like you are being sold “opera.” He didn’t underestimate the audience and people loved him for it. In Italia ’90, it was very much about the song. He sang most of it with his eyes turned down. His 1994 performance was different. By then, he had more confidence in his own face as the storyteller. Just before his first line begins he raises his thick eyebrows towards the middle distance and you are drawn to him deeply. At the end of the first chorus he sings the last line and his face darkens in an incredible way, slightly twisting in anguish. It is such a powerful moment. You cannot look away. In 1994 it is like he lost his fear. Everything is there to see, but he never overdoes it. He makes you curious. He makes you ask questions. He makes you examine. That is his power. That is his gift. That is his genius. My father bought all his tapes and played them constantly. A man of limited means, living on the edge of town and poverty, felt transcended for a moment. And that’s the part brands need to hear in 2026. People are exhausted by work that talks down to them or over‑explains itself to the point of resentment. The brands that will matter are the ones that trust the audience’s intelligence, and touch them deeply. The way Luciano did. Luciano stripped opera to its core and revealed his humanity. He brought us right up to the ceiling and showed the average person just how high they could soar. That is the brilliance that lasts. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Music, Musings, Sports **Tags:** World Cup **Sections:** Community Voices, Entertainment --- ### [BMW, Carlos Alcaraz Drive an Intense Road to Success for iX3](https://musebyclios.com/sports/bmw-carlos-alcaraz-drive-the-road-to-success-to-intro-ix3/) **Published:** March 11, 2026 **Author:** Amy Corr **Content:** Carlos Alcaraz, the world’s No. 1 tennis player, has teamed up with BMW on “The First of a New Era,” backing the automaker’s electric iX3 model. Directed by Gus St Clair of BeSweet Films and developed by Tango Agency, a black-and-white :30 centers on Alcaraz training under floodlights, while a voiceover describes how the road to success has changed. “It’s not about pressure. It’s not about grinding your teeth or chasing perfection until it breaks you. It’s about letting go, having fun, controlling chaos….” (We’ll have what’s he’s having!) The spot ends with a look of joy from Alcaraz and a peak at the iX3. “Neue Klasse allows us to tell the story of the iX3 from a very human perspective: how we want to drive in the future,” says Diego Lauton, ECD at Tango. # **CREDITS** Client: BMW España Agency: Agencia Tango Executive Creative Director: Diego Lauton Creative Director: Sergio Sanz Creative Director: Juan Aldeanueva Agency Producer – Irene Choclán Account Director: Estefanía García Production Company: BeSweet Films Casting: Carlos Alcaraz Director: Gus StClair DOP: Borja Llorens Photographer: Adrian Madrid Executive Producer: Juan San Roman Producer: Lucas Vallina Art Director: Cristina Ruiz Menendez Lighting House: Aluzine Audio; DHC Rental Robolt Postproduction: Muscle Beach Editor: Guille Fernández Colorist: Marc Morató Colour Studio: Metropolitana Postproduction co ordinator: Javier Martínez Music composer: Jaby Jimenez Acknowledgements: Carlos Alcaraz Academy, Universidad de Murcia. ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Sports **Tags:** BMW, Carlos Alcaraz, Tango **Sections:** Entertainment, Trending --- ### [Deandra Duggans' Journey in Sports, From the Baltimore Ravens to Las Vegas Aces](https://musebyclios.com/advertising/deandra-duggans-journey-in-sports-from-the-baltimore-ravens-to-las-vegas-aces/) **Published:** March 29, 2022 **Author:** Muse **Content:** ![Deandra Duggans | Photo illustration by Ashley Epping](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7 "Deandra Duggans | Photo illustration by Ashley Epping") ## Deandra Duggans | Photo illustration by Ashley Epping Deandra Duggans joined the Las Vegas Aces of the WNBA in January as VP of brand marketing, responsible for leading brand strategy and overseeing day-to-day management of marketing, partnership marketing initiatives, content, and innovation for the Aces brand. She previously spent six seasons as director of advertising and branding at the Baltimore Ravens, where she helped develop long-term strategy and seasonal marketing plans for all initiatives and events to fuel consumer demand and strengthen the Ravens brand connection with fans. Before joining the Ravens, Deandra spent four years at Events DC, the official convention and sports authority for the District of Columbia. Deandra was born and raised in Washington, D.C., and graduated from North Carolina State (B.S., ’06) and Georgia State (M.S., ’09). She is also a 2017 graduate of the [Business Volunteers of Maryland’s GIVE Fellowship](https://businessvolunteersmd.org/business/business-services/give/), which prepares rising leaders in Baltimore for civic engagement and community leadership and teaches Strategic Sports Marketing at Georgetown University’s School of Continuing Studies. We spoke to Deandra for our [Time-Out](https://musebycl.io/time-out) series, where we chat with folks in the sports world about their favorite athletes, teams, sports movies and shows, and their love of sports generally. Deandra, tell us… ##### Where you grew up, and where you live now. I grew up in Washington, D.C., and now live in Las Vegas. ##### Your earliest sports memory. My earliest sports memories are watching sports with my dad as a little girl and learning all of the plays and lingo. He is a huge Washington Commanders fan, and his Sundays were reserved for just that. I remember watching Super Bowl XXVI and how ecstatic he was while watching the Commanders win it all. I’ve been hooked on football ever since. ##### Your favorite sports teams. I’m a “homer,” so D.C. sports teams are close to my heart. I grew up a Commanders fan and they will always be my team, but having worked for the Baltimore Ravens, I’ve also grown into a lifelong fan of theirs. The culture of the organization and the colleagues who turned into friends make it easy to cheer for them, and they will always have my support. Of course, I am also a Las Vegas Aces fan. I haven’t been in Vegas for too long, but the culture here has been welcoming and I’m excited for what this team has accomplished and the potential that lies ahead. ##### Your favorite athlete. My favorite athlete is [Sheryl Swoopes.](https://www.hoophall.com/hall-of-famers/sheryl-swoopes/) I remember watching the USA women’s basketball team go for gold at the 1996 Olympics, and I latched on to her playing style. The entire team was stacked with legends, and it was amazing to see those women dominate the Games. That team had such positive influences on the women’s game and paved the way for the WNBA, creating superstars out of many of the members of that team. I was 11 years old and it changed the way I saw myself in sports and women in sports overall. Then I watched Sheryl Swoopes become the first player to sign with the WNBA and the first woman to have a signature shoe. I was all-in and had every piece of WNBA and Houston Comets memorabilia and every Swoopes poster in my room. I begged my father to buy every pair of [Air Swoopes](https://www.si.com/wnba/2020/08/19/air-swoopes-sheryl-signature-shoe-nike-daily-cover) that came out! Little girls in my generation finally had their own superstars to cheer for. When the Mystics came to town as an expansion team, my father purchased season tickets and took me to every game. Though I never had dreams of playing professionally, it sparked my intrigue of working in sports and finding a way to stay close to the game. Sheryl’s impact as being the first in many categories can never be undervalued. ##### Your favorite sports show or podcast. I have a few favorites. [“Huuuge Fan” with LaChina Robinson](https://podcasts.apple.com/us/podcast/huuuge-fan/id1579402918)—I just love her interviews and hearing some of my favorite actors, musicians, etc., talk about sports and their fandom. [“First Take, Her Take” with Elle Duncan, Charly Arnolt and Kimberley Martin](https://podcasts.apple.com/us/podcast/first-take-her-take/id1549326210)—I enjoy their sports takes and they offer a really fresh perspective. [“The Work in Sports Podcast” with Brian Clapp](https://podcasts.apple.com/us/podcast/the-work-in-sports-podcast-insider-advice-for-sports/id1281010624)—hearing about others’ journeys in the sports business, how they’ve navigated challenges and how they do their jobs has helped me in my career. And [“The Accidental Creative” with Toddy Henry](https://accidentalcreative.com/podcasts/)—this isn’t sports but very related to my line of work as a creative and offers tips on how to manage the creative process and also be a better leader. ##### Your favorite sports movie. It’s a tie between [Love & Basketball](https://www.imdb.com/title/tt0199725/) and [Little Giants.](https://www.imdb.com/title/tt0110364/) ##### A recent project you’re proud of. (updated 3/12/26) Being part of the group to plan the championship celebration for the Aces’ third championship was such a special project and the saying is right, “third time’s a charm.” It took a lot of people and partners to bring everything together and it was incredible to see Las Vegas come together to help make that happen. in the moment, it’s stressful, but when I’m able to look back on it, it was incredible and a memory I’ll never forget. ##### Someone else’s project that you admired recently. (updated 3/12/26) Nike’s “So Win” campaign. It reminded me of the “Do Good Anyway” / The Paradoxical Commandments,” written by Kent Keith in 1968. It’s about persevering through criticism, and it was done in such a visually compelling and inspiring way. I also admire the work of the Minnesota Vikings and how they execute their intro sequence. Beyond that, I love how they were [intentional about the cultural bridge](https://www.vikings.com/news/vikings-skol-chant-stirs-emotion-in-locker-room-iceland-17747114) with the Nordic heritage and stewarded the responsibility of celebrating while paying homage and not simply adopting, the Icelandic National Soccer Team’s “Skol” chant. ##### What sports can do that nothing else can. A good friend and former colleague of mine, [Keenan Harrell](https://www.keenanharrell.com/), gave a Ted Talk on this very topic—”Why Sports Will Save Humanity.” In it he said, “Not only are sports an exciting form of competition, entertainment, competition and an electrifying display of athletic prowess, they also serve as a platform for change, social awareness, education, development and most importantly, philanthropic opportunities.” I wholeheartedly believe that and have seen what can be accomplished with sports as a conduit. I encourage everyone to give it a listen! Video Reference Mar 28 2022 – 9:22pm [Jessica MacAulay](/user/jessica-macaulay "View user profile.") ![](/sites/default/files/styles/thumbnail/public/media-icons/generic/video.png?itok=JDgEJENh) Video file Poster Reference [Why Sports Will Save Humanity | Keenan Harell | TEDxBarryU](/media/6948) Why Sports Will Save Humanity | Keenan Harell | TEDxBarryU ##### What you’d be doing if you weren’t in the sports world. I love art, music and tech and would probably be doing something that merges those three loves together. In an ideal world, I would own a record café that would serve locally sourced coffee, beverages and small bites and serve as a gathering spot, co-working spot and a place of fellowship for the community. [Time-Out](https://musebycl.io/time-out) is a weekly series, publishing on Tuesdays, where we chat with folks in the sports world about their creative inspirations, favorite athletes, teams, sports movies and more, and what sport means to them. For more about Time-Out, and our Clio Sports program, [please get in touch.](mailto:shawn.mosby@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/ed7a852cd63f4539c49f21d191e111483f2ce7edf59bbe46340a7d4e1f4a99e0?s=300&d=mm&r=g) Muse [See Full Bio](https://musebyclios.com/author/rmartinezsprucetech-com/) [ ](https://musebyclios.com/author/rmartinezsprucetech-com/) **Categories:** Advertising, Sports, Time-Out **Tags:** Las Vegas Aces **Sections:** Entertainment --- ### [Slush Management on Musicians and Brands Upping Their Creative Game](https://musebyclios.com/2-minutes-with/slush-management-on-musicians-and-brands-upping-their-creative-game-2/) **Published:** March 6, 2026 **Author:** Shahnaz Mahmud **Content:** [Aaron](https://www.linkedin.com/in/aaronagreene/) and [Neal](http://Aaron%20Greene%20and%20Neal%20O%E2%80%99Connor) are cofounders of Slush Management, a boutique artist management company formed in 2010, representing a wide range of artists across multiple genres of music. We spent two minutes with Aaron and Neal to learn more about their backgrounds, their creative inspirations and recent work they’ve admired. # Aaron and Neal, tell us … ### Where you grew up, and where you live now? Aaron Greene: I grew up in Novato, Calif. and now live in Sebastopol, Calif., where we built a retreat for artists—a creative hideaway with a studio and space to breathe. My work focuses on supporting artists, both here and elsewhere, as they build worlds around their music and vision. The space is meant to pull our clients out of routine and into pure creativity. Neal O’Connor: I grew up in Marin County, Calif. near San Francisco. Currently I live in Los Angeles with my wife, young son, dog, and cat. ### Your earliest musical memory? Aaron: Listening to my Dad play bass while all sitting on the floor as a young kid. I think those memories are pretty significant for me more so than any concert. I think those were the first times I heard music in a way that felt like it was speaking. Definitely wasn’t the moment I thought I was going to work in music though. Neal: Hearing [The Beatles ](https://en.wikipedia.org/wiki/The_Beatles)[Greatest Hits](https://en.wikipedia.org/wiki/20_Greatest_Hits_(Beatles_album)) on cassette tape at about 6 years old. I remember jumping on the bed with excitement while it played, and then playing it over and over for months. There was something so magical and captivating about those melodies. That’s the moment I became obsessed with music. ### Your favorite bands/musicians today? Aaron: [Tyler, the Creator](https://en.wikipedia.org/wiki/Tyler,_the_Creator) and [Turnstile](https://en.wikipedia.org/wiki/Turnstile_(band)). They’re so incredible at building worlds for themselves and seeming like nothing is going to alter that about them. Neal: Such a hard question to answer. I listen to so much new music all the time. If we’re talking about really current stuff, my mind goes to acts like [Magdalena Bay](https://en.wikipedia.org/wiki/Magdalena_Bay_(duo)), [Wisp](https://en.wikipedia.org/wiki/Wisp_(musician)) or [Sammy Virji](https://en.wikipedia.org/wiki/Sammy_Virji), but my favorites regardless of era are probably The Beatles, [Deftones](https://en.wikipedia.org/wiki/Deftones), [Justice](https://en.wikipedia.org/wiki/Justice_(band)), [Alice In Chains](https://en.wikipedia.org/wiki/Alice_in_Chains), [Underoath](https://en.wikipedia.org/wiki/Underoath), [Eric Prydz](https://en.wikipedia.org/wiki/Eric_Prydz), [Tame Impala](https://en.wikipedia.org/wiki/Tame_Impala) and [Stone Temple Pilots](https://en.wikipedia.org/wiki/Stone_Temple_Pilots). ### One of your favorite projects you’ve ever worked on? Aaron: [Porter Robinson](https://en.wikipedia.org/wiki/Porter_Robinson)‘s,[Second Sky](https://www.secondskyfest.com/), was something truly special. We built a world I’m incredibly proud of—a place where everyone could feel the love, care, and obsession we poured into it. The energy we gave came right back from the fans, and for three magical years, it felt alive. We worked with the same people behind the [Wizarding World of Harry Potter](https://en.wikipedia.org/wiki/The_Wizarding_World_of_Harry_Potter) and [Star Wars: Galaxy’s Edge](https://en.wikipedia.org/wiki/Star_Wars:_Galaxy's_Edge) to create the physical installations. Together, we built an interconnected story that tied every part of the festival together—characters, locations, and hidden details woven into a single universe. There was even a speakeasy, a private bar with its own storyline, where VTubers “broadcasted the news” from inside that world. Most people probably never realized just how complex it all was—but they felt it. That energy, that attention to detail, made it beautiful. Neal: Porter Robinson’s [Language Tour](https://relentlessbeats.com/2013/06/porter-robinson-releases-the-language-tour-2012-documentary/). Not because it was the biggest or best thing we’ve ever done, but because it was our first time doing something—in this case, running a proper headline tour with a bus, truck, crew, and full video and lighting production. This was the first time we were fully in control of the whole show experience for fans. We made custom-fabricated light signs in the shape of Porter’s logo, and brought in a much bigger overall visual and lighting production than what other artists of his size were doing at the time. The tour really impressed people, created a ton of buzz, and kicked off a series of many years where his fanbase grew in large part through the strength of his shows. ### A recent project you’re proud of? Aaron: We just launched and sold out of [EDEN’s DARK](https://open.spotify.com/album/4V3LVm1CTUGDpkWrKJiyJo) [fragrance line](https://store.iameden.eu/products/dark-50ml-perfume?srsltid=AfmBOoqXjiJdDvYoKaxDvZ0cWk_bLThk2sVi-m3bP2IsK0LOqfZN7oMw).. The idea started while we were working with him on his new album, DARK. Early on, he mentioned his favorite perfume brand, [Folie à Plusieurs](https://shop-folie.com/),, which he’d worn for years. We teamed up with them to create a custom scent that fit perfectly within the world of the album. To bring fans deeper into that world, we included a sample of the fragrance with every vinyl. Once fans had a chance to experience it, we released the full-size product and it sold out in 48 hours. Neal: EDEN’s DARK album campaign overall. We signed him in the middle of a very challenging situation where he was parting ways with both his prior manager and his record label in the middle of an album roll-out. So with several singles already out, we had to find him a new label deal, orchestrate a buy-out of the initial singles released by the prior label, and then reset and restart the campaign months later. Thankfully, it ended up going incredibly well despite all the unusual challenges. We made some really amazing music videos, hosted a film-screening for fans, sold out of all four of his vinyl variants immediately, and launched a successful tour off the back of all that. ### One thing about how the music world is evolving that you’re excited about? Aaron: It feels clearer than ever that passionate music fans are attracted to brilliant artists and those artists that push outside of industry norms are the ones that truly succeed in the long term. As a musician, there are so many people and algorithms influencing your decisions. The artists that are rewarded for the long haul are the ones who follow their actual passion. Neal: Every year there are fewer barriers to entry, and the gatekeepers matter less and less. Artists today can create music in their bedrooms using some of the most sophisticated tools in the world for very little cost. Then they can reach people without the need for a record label or other gatekeepers. Later, when it does make sense for an artist to partner with a label, the artist has more leverage than ever, and artists can get much better deals than they did in the past. That’s why we always advise our artists to build independently for as long as possible before committing to any sort of long term deal. ### Someone else’s work, in music or beyond, that you admired lately? Aaron: I’m loving [Ninajirachi](https://en.wikipedia.org/wiki/Ninajirachi)‘s latest campaign. She’s clearly so inspired and you can really feel the genuine love put into the project as a whole. The best things in life to me are the projects where you feel totally removed from your personal world and are absorbed into the artists. This applies to all forms of experience to me. Neal: I recently watched a docu-series called [Social Studies](https://en.wikipedia.org/wiki/Social_Studies_(2024_TV_series)) by [Lauren Greenfield](https://en.wikipedia.org/wiki/Lauren_Greenfield), about social media culture amongst present-day high schoolers. It explores how social media is like an addiction, and when she asks these kids in the film, they basically say life would be better without social media, yet they can’t stop using it. And you get to see all the ways it affects their lives. It was really interesting and well done. ### A book, movie, TV show or podcast you recently found inspiring? Aaron:Movie: [Nobody Wants This](https://en.wikipedia.org/wiki/Nobody_Wants_This). I feel like romantic comedies for some reason have really gone downhill with really cheap plots that don’t respect the viewer at all. Nobody Wants This is a total breath of optimism for a genre I really love. Neal: Book: [The Creative Act ](https://sites.prh.com/thecreativeact)by [Rick Rubin](https://en.wikipedia.org/wiki/Rick_Rubin) is a really good dissection of the creative process and contains some great insights—not just for artists, but also for those of us who are here to help them. ### An artist you admire outside the world of music? Aaron: [George Lucas](https://en.wikipedia.org/wiki/George_Lucas). One of the greatest worlds ever built is the [Star Wars ](https://en.wikipedia.org/wiki/Star_Wars)universe. Neal: [Norm MacDonald](https://en.wikipedia.org/wiki/Norm_Macdonald), RIP. He was such a weird, brilliant comic. He would go on late night shows and tell meandering, 4-minute long jokes that intentionally ended with a stupid punchline. He was a comic’s comic and a true artist. ### Your favorite fictional character? Aaron: [Harry Potter](https://en.wikipedia.org/wiki/Harry_Potter)–clearly I love fantasy Neal: Whatever characters [Leslie Nielsen](https://en.wikipedia.org/wiki/Leslie_Nielsen) plays in [Airplane!](https://en.wikipedia.org/wiki/Airplane!) and [The Naked Gun](https://en.wikipedia.org/wiki/The_Naked_Gun). They’re just so ridiculous and funny. ### How should musicians approach working with brands? Aaron: With passion and creativity only. Everyone knows when you’re forcing it, if you have an actual purpose to do something collaboratively without the purpose being money, go for it! I think the process is incredibly creative though and we have brought in an amazing amount of money for our clients while simultaneously creating jointly beneficial partnerships. Neal: It should come from a place of authenticity, and artists should only work with brands they’re actually excited about. If you’re just doing it for a paycheck, your fans will see through that, and it hurts your credibility. Our advice to artists is always based on the goal for them to have the longest career possible, and maintaining their credibility is critical to that. So we often advise them to leave money on the table in these situations, even when it can be very tempting to take. ### How should brands approach working with musicians? Aaron: I think the exact same way as musicians should approach with brands. So many brands start with the terms, but starting with the creative is so much more exciting and valuable. Neal: Just like the above, brands should find artists that genuinely like the brand. And if it’s a good fit, and it’s my artist we’re talking about, then they should offer us 1 billion dollars 🙂 ### A mentor that helped you navigate the industry? Aaron: I honestly never had a mentor in management. I started as a promoter though and the owner of the club was a mentor to me, he took me under his wing in the sense that he gave me the reins and really trusted my instincts at a young age. Narcissistically I think he was right to trust my instincts since it became the #1 nightclub in town but I couldn’t have grown my personal career without his blind faith. Sometimes in your career, you gotta just jump with your instincts and see where you land. Neal: I worked at another artist management company before starting my own. They were very good at what they did and I learned a lot from them, but it was an unpleasant experience and I wouldn’t call what they did “mentorship” by any means. After that, I promised myself that whenever I had employees of my own, I would treat them with respect. ### What you’d be doing if you weren’t in the music business? Aaron: Probably would want to move into consulting of some form. I love building worlds in any way I can. Maybe theme parks? Neal: No clue, I never once considered a Plan B. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:michael.kauffman @clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Advertising, Music **Tags:** Slush Management **Sections:** Community Voices --- ### [Signs for a KitKat Break Are Hiding in Plain Sight](https://musebyclios.com/advertising/signs-for-a-kitkat-break-are-hiding-in-plain-sight/) **Published:** March 9, 2026 **Author:** Amy Corr **Content:** KitKat’s OOH campaign from Courage replaces dashes in time ranges with candy-bar segments to encourage people to slow down and take a break. Whether it’s during work, travel, streaming or watching a sporting event, is there ever really a bad time for a KitKat? “9-5,” “Ep.8-Ep.9,” “7th inning-8th inning” and “YYZ-JFK” ads each have the dashes replaced. (And special thanks to Rush for teaching me all about YYZ.) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/03/09101433/KitKat1-1024x576.jpg)“The dash is hiding in plain sight,” says Joel Holtby, founder and co-CCO at Courage. “It marks the space between two things, which is exactly what KitKat has always stood for. And when you see it through that lens, the shape suddenly feels familiar. It mirrors the iconic form of a KitKat bar. Once you make that connection, you can’t unsee it. The dash becomes what it always was: a break.” ![](https://cdn.musebyclios.com/wp-content/uploads/2026/03/09101438/KitKat4-1024x576.jpg)The campaign is running across out-of-home, digital, social and streaming platforms. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/03/09101436/KitKat3-1024x576.jpg)“KitKat has always been about celebrating the importance of taking a break, but what makes the brand so enduring is how flexible that idea is in culture,” adds Tracey Cooke, CMO at Nestlé Canada. “This campaign finds a fresh way to express something people already know and love about KitKat, while showing that the brand continues to understand how people live, move and break today.” ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Advertising **Tags:** Courage, KitKat **Sections:** Trending --- ### [Dakota Johnson Shows Some Skin for Calvin Klein](https://musebyclios.com/fashion-and-beauty/dakota-johnson-bares-quite-a-lot-for-calvin-klein/) **Published:** March 10, 2026 **Author:** Amy Corr **Content:** Dakota Johnson strips down to almost nothing in a spring campaign for Calvin Klein. Her appearance follows the brand’s recent additions of [Bad Bunny](https://musebyclios.com/music/briefly-noted-bad-bunny-hypes-calvin-klein/) and [Jeremy Allen White](https://musebyclios.com/film-tv/chefs-kiss-jeremy-allen-whites-allure-of-ambiguity/) for sexy, high-profile ads. Predictably, Dakota’s already generating lots of [media attention](https://www.instyle.com/dakota-johnson-topless-black-underwear-baggy-jeans-calvin-klein-spring-2026-campaign-11921934). In the push, she plays billiards, lounges by the pool and discusses a script with her agent—wearing her CK bra and underwear (or less). Directed and photographed by Gordon von Steiner, the work launched yesterday across the brand’s retail and social platforms, with various OOH placements. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/03/10095722/CK3-1024x576.jpg)In the video below, we see Dakota on the phone, talking about a character in a script. As she describes this wild woman, viewers watch Johnson shoot pool topless, grab strategically placed pomegranates from the fridge and sip coffee. “I guess she’s my kind of woman,” Johnson says. “Do you have your Calvin’s on?” Dakota also models the brand’s Archive High Rise slim jeans, bringing a ’90s silhouette to 2026 and a Relaxed Trucker jean. “Calvin Klein jeans and underwear have a timeless quality that makes everything feel right the moment you put them on,” says Johnson in press materials. “When a woman is alone at home working or reading or doing whatever, it can feel quite liberating and sensual. Channeling that, and pairing that energy with Calvin Klein’s iconography, felt both singular and classic.” “I love that this campaign celebrates being comfortable, free and sexy on your own terms. Sometimes, a woman just BEING is the sexiest thing.” ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Fashion and Beauty **Tags:** Calvin Klein, Dakota Johnson, Film & TV **Sections:** Entertainment, Trending --- ### [Travel Hacks to Help You Find Inspiration From Any Destination](https://musebyclios.com/musings/travel-hacks-to-find-inspiration-from-any-destination/) **Published:** February 25, 2025 **Author:** Amy Corr **Content:** From scouting a new photoshoot for the next epic [Hong Kong Ballet](https://designarmy.com/project/hong-kong-ballet/) campaign or judging and speaking on design worldwide, I have nailed the art of travel. In fact, it’s my greatest creative muse as co-founder and chief creative officer of D.C.-based [Design Army](https://designarmy.com/). Colors, patterns, wildly fresh and witty ideas (like [A-Eye meets AI for Georgetown Optician](https://musebyclios.com/data-creativity/adventures-ai-sparked-stunning-work-georgetown-optician/))—it all stems from my adventures. To conceive the future, invent something new and become a better designer, you have to put yourself in the foreign. A strange land ignites the senses and inspires like nothing else. You see the world through new art, food and rich experiences. It pushes you out of your comfort zone. And forces you to become a keen observer. So, whether you’re headed to D.C. for cherry blossom season or a cool European city, here are my favorite hacks to make the most of any destination. **Wander alone** Nothing expands the mind like solo travel. It’s an exercise in fearlessness, observation, and reinvention—a creative playground to push boundaries and unlock fresh ideas. Every month I travel by myself to see new colors and sights, be it Europe, Africa, Asia and beyond. When I’m home in D.C., I let my eyes travel locally. Yes, I do have 161,446 photos on my iPhone. **Travel the road less touristed** Timing with travel—to create the best adventures and avoid the tourist flocks—is everything. I always go to museums an hour before they open to nix the lines. Paris, my favorite city, is quietest in August which makes visiting the Louvre ideal. Miami’s Art Basel is dripping with creative inspiration, but challenging to savor with the crowds so I arrive a day or two before (typically Tuesday) before it gets packed. A Venice Biennale art hop is a must! I art direct my travels like creative campaigns, considering every detail to take the viewer (or myself!) on the most enjoyable ride. **Same city, different hotels** Creativity isn’t about waiting for inspiration—it’s about chasing it. Which is why I love switching up hotels when visiting a city for a few days to create whole new opportunities for fresh, unexpected encounters. Most people stay in one hotel. But that only gives you one picture or POV of a city. Staying in *different* areas allows you to fully immerse yourself in new neighborhoods, food, culture, art and more. Visiting NYC? Upper East Side is radically distinct from basing yourself in Times Square or The Village. Plus, every hotel has its own vibe and design so you also get to experience *living* in distinct places within the same locale. And the more you expand your vision, the more you fill your tank of creativity. For more inspiration, follow Pum Lefebure’s adventures on Instagram at [*@PumLefebure*](https://www.instagram.com/pumlefebure/?hl=en) and [@DesignArmy](https://www.instagram.com/designarmy/?hl=en) ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Musings, Travel **Tags:** Design Army, Travel **Sections:** Community Voices --- ### [Snoop Toasts Tupac With '2 of Amerikaz Most Wanted' Wine](https://musebyclios.com/music/snoop-pays-tribute-to-tupac-with-2-of-amerikaz-most-wanted-wine/) **Published:** March 10, 2026 **Author:** Amy Corr **Content:** It’s been 30 years since Snoop Dogg and Tupac Shakur teamed up on “2 of Amerikaz Most Wanted.” Today, Snoop, via his Cali by Snoop brand, released a special wine to pay tribute to his friend and the anniversary of their epic hip-hop collab. A :90, created by Treasury Wine Estates’ in-house creative agency Splash, features Snoop reminiscing on the pair’s friendship and bond; footage from the 1996 “2 of Amerikaz Most Wanted” music video plays behind him. The clip closes with Snoop pouring some wine for his departed friend and creative partner. Play As part of the campaign, digital elements from Good Apple is running in 12 cities, and OOH from MilkMoney appears in seven states. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/03/10131544/Cali1-1024x576.jpg)2 of Amerikaz Most Wanted is a red blend with notes of toasty oak, dark fruit, toffee and baking spice. The label was inspired by a moment between the pair from the 1996 VMA Awards. “It’s been an absolute privilege to work with Snoop Dogg and the Tupac Estate to develop a wine celebrating this historic collaboration, and worthy of two of hip-hop’s greatest Icons,” says John Wardley, SVP of brand, innovation and partnerships at Treasury Wine Estates. ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Music **Tags:** Cali by Snoop, Snoop Dogg, Tupac **Sections:** Entertainment, Trending --- ### [McDonald's Invites You to 'Confess,' Reality-TV Style](https://musebyclios.com/film-tv/mcdonalds-wants-you-to-confess-reality-tv-style/) **Published:** March 10, 2026 **Author:** David Gianatasio **Content:** McDonald’s wants you to dish on your early employment experiences. So, naturally, it’s sending a giant branded booth to select cities so folks can climb inside and bare their souls. Participants can win prizes, and there’s an online version, too. Dubbed “First Job Confessional,” the push fuses reality-TV tropes with our ubiquitous order-kiosk lifestyles. It also tips a crew hat to the fact that 12.5 percent of Americans work at a McD’s at one time or another. That’s a staggering stat that reflects on our culture in so many ways both pro and con. It makes the campaign set-up relatable, that’s for sure. Below, Love Island’s Olandria Carthen shares her McD’s story and reveals that her mom also worked for the chain. “This campaign feels like a full-circle moment because it honors my family’s journey and the first jobs that shaped all of us,” Carthen says. Alas, CEO Chris Kempczinski won’t be getting in the booth to set atonement for his [cringy social vid](https://www.usatoday.com/story/money/food/2026/03/07/mcdonalds-ceo-taste-videos/89036141007/). Golin, We Are Social and Bully Pulpit collaborated on the project, which runs through the summer with stops in Austin, Pittsburgh and Chicago. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Experiential, Film and TV **Tags:** Golin, McDonald's, We Are Social **Sections:** Entertainment, Trending --- ### [Coca-Cola Transforms Van Halen's 'Jump' Into World Cup Anthem](https://musebyclios.com/music/coca-cola-transforms-van-halens-jump-into-world-cup-anthem/) **Published:** March 9, 2026 **Author:** David Gianatasio **Content:** We wouldn’t have imagined Van Halen’s synth-soaked ’80s fave “Jump” as a FIFA World Cup anthem. But Coca-Cola heard something pitch perfect in the track (heh) and tapped A-list talent for a frenetic version hyping the summer’s global sports extravaganza. J Balvin, Amber Mark, Travis Barker and Steve Vai contribute vocals, beats and guitar licks. There’s a throwback-anime-style music video to boot: “Music for me has always been about bringing people from different countries and cultures together—and ‘Jump’ is all about that shared energy,” Balvin says in campaign materials. “From the football stands to watching at home, everyone knows that moment when emotions are high and you’re jumping for greatness.” The tune captures an unabashedly triumphant mood that feels in sync with the Cup. This version sounds nostalgic yet fresh, an instant earworm across generations. “Partnering with Coca-Cola on their anthem for FIFA World Cup 2026 felt natural,” Balvin says. “It’s about hype, energy and creating something that feels real. This song is about celebrating life and living in the moment.” ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Music, Sports **Tags:** Coca-Cola, World Cup **Sections:** Entertainment, Trending --- ### [A Blog Post From the 'Near Future' Offers Lessons for Today's Storytellers](https://musebyclios.com/musings/a-blog-post-from-the-far-future-2028-offers-creative-lessons/) **Published:** March 6, 2026 **Author:** Amy Corr **Content:** Some blue-chip stocks took a hit recently, not because of global events but because of a fictional blog post. This before-and-after moment proves that the marketplace of ideas is no longer tethered to expertise. Institutional authority—once the domain of Wall Street research desks, major banks and legacy financial media—is eroding. And the vacuum is filled by content from whoever can paint the most vivid picture. The blog post in question was born from an Independent publisher, Citrini Research, which released a lengthy Substack item titled [“The 2028 Global Intelligence Crisis.” ](https://www.citriniresearch.com/p/2028gic)It wasn’t a forecast. Instead, the piece imagined a near future where AI agents eliminate friction across white-collar work, compress wages, weaken consumer demand and trigger cascading financial stress. This culminates in a fictional 38 percent drawdown in the S&P 500. It named names. DoorDash. American Express. ServiceNow. Uber. And the market reacted. Such stocks saw sharp one-day declines. Software and AI-heavy indices weakened as palpable anxiety rippled outward. ### Making the Future Less Abstract This macro fan fiction hit a vein because it turned a sort of nebulous complexity into stark, high-resolution images of a dystopian near future. Saying that “AI poses a risk” is so abstract as to be almost meaningless. Positing that “automation will drive 10 percent unemployment by 2028” is far more concrete. It’s alarming because it sounds so plausible. DoorDash struggling because an AI-disrupted economy cratered the gig demand is a scenario our imaginations can easily grasp. It’s more chilling for people to imagine not being getting sushi delivered on Monday at 11 p.m. than it is to worry about an AI-driven robot apocalypse. Specificity creates cognitive grip. Pictures formed in people’s minds remain powerful drivers of behavior. And increasingly, institutions are no longer the platforms that create and scale visions of what the future could be. This went viral by borrowing an effective storytelling device to package a position. By writing from an imagined future with the benefit of imagined hindsight, the report made a hypothetical crisis feel inevitable. Style and substance merged to create a psychologically powerful narrative. The dearth of norms and bureaucracy in Citrini’s approach allowed them to fuse a compelling entertainment angle with real insight. ### The Impact of a Portable Narrative The portable narrative is easily summarized: “What if AI wipes out white-collar demand and crushes consumer spending?” That’s a conversational meme stock. Portability drives virality. Virality drives influence. And for bonus points, counter-narratives were sure to emerge, amplifying the original position again and again. Criticism of the Citrini report only made it more visible. Hot debate expands reach. Institutions rarely walk out on limbs high enough to generate this type of cultural gravity. Yet, this is how movement and attention are generated. It’s not just the stories we tell—but how we tell them. Creativity in narrative construction is one of the most powerful levers in shaping market perception and mindsets. The story of disruption is often a harbinger of the disruption itself. ​The Citrini post didn’t win because one writer got lucky with a vivid metaphor. The institutions that used to own narrative authority have lost cultural permission to make people feel something. To make them feel *anything*, perhaps. They have the distribution, but the power to move now belongs to whoever is willing to build the world. Stakeholders are going to find a home within someone’s story. The only question worth asking is whose. ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Musings **Tags:** AI **Sections:** Trending --- ### [Stephen Spencer Taps Into His Toddler's Imagination to Create Whimsical Songs](https://musebyclios.com/music/stephen-spencer-taps-into-his-toddlers-imagination-to-create-whimsical-songs/) **Published:** March 9, 2026 **Author:** Christine Champagne **Content:** Stephen Spencer, a New York-based composer and songwriter, appreciates his 3-year-old daughter’s active imagination. So much so that he turns the tales she spins about a mermaid, an apple man and a snow-woman into catchy songs that he shares via social media. When Spencer first started posting videos of these songs on [his Instagram page](https://www.instagram.com/_stephenspencer/ "his Instagram page"), he figured mostly family and friends would be interested. But in just a few months, he’s rocketed from a following of under 40 to more than 300,000 on Insta and nearly 100,000 on [TikTok](https://www.tiktok.com/@_stephenspencer "TikTok"). And fans can now stream the songs “Apple Man” and “Regular Rabbit” on Spotify and elsewhere. Here, Spencer, who holds a PhD in music theory and composition and lectures at Hunter College, discusses how his daughter inspires his creativity. We learn about his songwriting process and the directions this father-daughter collaboration might take. **MUSE: Do you remember the moment you realized you could do something creative with the stuff your daughter was saying?** Stephen Spencer: I’ve been amazed at her creativity and her way of making sense of the world forever—even before she was speaking. So I had been turning her baby babblings into little musical ideas. I find it inherently funny to take whatever little sounds or sentences or utterances and make them musical. But when she started giving me these stories—real narratives that had a beginning, middle and end combined with toddler logic and grammar—they just sounded like songs to me. So I thought I should record something and share it with my friends to honor what I was hearing but also to capture this moment where she was coming up with these characters. **Has your daughter and the way she expresses herself made you think about creativity in new ways?** Totally. I think that children are the perfect model for how we should create as adults. There’s this unfiltered joy. You’re in the sandbox playing and not worrying about how things should be judged or appraised. There’s just this, “Okay, what do I want to do next? What do I like about this?” And yeah, it has inspired me as a creator. It’s also inspired me as an educator. I teach musicians at the college level. I have students who are composers, and something I talk about a lot is trying to find this kind of innocence. If you can look at your work the way a 3-year-old looks at something and just follow the thread, later you can think about whether it needs to be revised. **When you write a song, what’s the process like?** It’s funny because there’s this stream-of-consciousness from her, and I’m treating it very seriously. Sometimes melodies will come to me fully formed, but a lot of the time I’m working for several days on these and being meticulous about the way that I want them to sound. What usually happens is I work at the piano, and I have a transcript or an audio recording of what she said, and I’m trying to find ways that her words can land musically. I want to pick up on the rhythms in her speech and find a way to shape the melody. > [@\_stephenspencer](https://www.tiktok.com/@_stephenspencer?refer=embed "@_stephenspencer")lyrics by my 3-year-old daughter > > [♬ original sound – Stephen Spencer](https://www.tiktok.com/music/original-sound-7572978359216016159?refer=embed "♬ original sound - Stephen Spencer") **You could have written songs for kids given that you are quoting your daughter’s thoughts, but these are songs for adults.** I didn’t ever think of them as children’s music. I was thinking of this as music for adults. Plenty of parents have told me that their children—usually older children—enjoy it. My nieces and nephews really enjoy it. They’re between 7 and 10. **This could turn into a lifelong collaboration between you and your daughter. But I assume you’re taking it day-by-day, and you’ll see what your daughter’s level of interest is in creating music as she gets older.** I try not to put any pressure on her, of course. Part of the magic is this is what she wants to do, and I’m capturing it. > [View this post on Instagram](https://www.instagram.com/reel/DTya-cgFyxM/?utm_source=ig_embed&utm_campaign=loading)[A post shared by Stephen Spencer (@\_stephenspencer)](https://www.instagram.com/reel/DTya-cgFyxM/?utm_source=ig_embed&utm_campaign=loading) **When I listen to songs like “Apple Man,” I imagine music videos with animation. Have you thought about collaborating with visual artists to create clips for any of the songs?** That’s in the works. I’ve had interest from a number of animators. **What other creativity possibilities could spring from this?** I can see it going in a lot of different directions. The possibility of making children’s books excites me for sure. I’m protective of what’s at the center of it, which is just these moments at home with my daughter. So I’m hesitant to want to pull this in directions that would take me away from that. This is a celebration of family. ![author avatar](https://secure.gravatar.com/avatar/bca57dd4723116a5018776272ebed389875689a3404acf351677240c4d746cec?s=300&d=mm&r=g) Christine Champagne [See Full Bio](https://musebyclios.com/author/christine-champagne/) [ ](https://musebyclios.com/author/christine-champagne/) **Categories:** Creators, Music **Sections:** Community Voices, Entertainment --- ### [Here's the Dish on Expo West 2026](https://musebyclios.com/on-trend/heres-the-dish-on-expo-west-2026/) **Published:** March 7, 2026 **Author:** David Gianatasio **Content:** Food is medicine, and today’s biohacking consumers are the self-appointed CEOs of their own wellness. Longevity and health-span are the watchwords. Products, in this environment, must do far more than fill someone’s belly. They must aid digestion, boost immunities, sharpen brains, build muscle. That’s why there’s creatine in coffee, mushrooms in mocktails, protein in pretzels and collagen in power bars. And please, make it swicy. No one understands this phenomenon better than the marketers at [Expo West](https://www.expowest.com/en/home.html), who helped pioneer the better-for-you movement and usher it into the mainstream. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/03/07084002/food-4.jpeg)The 45-year-old conference is the granddaddy for natural and organic products and a bellwether of what to expect on store shelves, with its trends both reflecting and predicting consumer behavior. Held every spring in the shadow of Disneyland, it spans 500,000 square feet and hosts 60,000 entrepreneurs, retailers, manufacturers, investors and media. Another data point: my one-day step count at the Anaheim Convention Center was 16,737! The 3,100 brands on display at the annual gathering last week—ranging from food and beverage to supplements and beauty potions—touted their latest flavor innovations, upcycled ingredients, clean labels and regenerative practices. Here are several of my takeaways from the event, which has been dubbed “the Cannes Film Festival of natural nibbles” for an industry that reached $342 billion in sales in 2025. ### Full-on fibermaxxing In nearly every corner of the show, fiber has entered the chat. (See also its recent appearance in the Super Bowl via a Raisin Bran commercial…with Will Shat!). Per the National Institutes of Health, as many as 95 percent of Americans don’t get the daily recommended dose of fiber. This isn’t a newly unearthed number. It’s just a newly hot topic of conversation as consumers try to correct their diet deficiencies and whittle their waistlines. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/03/07083844/food-5.jpeg)Expo marketers put a 2026 twist on their products—dill pickle flavors for bean-centric snacks, for instance—and heroed the fiber content on-pack. Plant-based family-friendly brands like Goodles continue to be unstoppable forces, even though the produce section and supermarkets in general have stocked fiber-forward foods for decades. It’s a positioning thing. ### Peak protein? When there are dozens of grams of protein crammed into pretzels, coffee, pasta sauce, bread, chips and pizza, you might think the food industry has hit a pinnacle. You’d be wrong. Protein is one of the most significant ongoing stories, especially as GLP-1 use continues to ramp up (predictions are 25 million Americans on the drugs by 2030). “It’s not that consumers want protein in anything and everything—it can sometimes feel like a misfit for certain products—but yet they’re not rejecting it,” said Olga Osminkina-Jones, group CMO for Flora Food Group, home to Violife and other brands. “Protein is no longer a trend—it’s mass behavior.” Meat sticks are all the rage, still, with chicken being the new frontier, having captured only about 1% of sales in the segment. Chomps is launching its first chicken sticks, aiming for consumers who eat an average 100 pounds of chicken a year but aren’t meat sticks buyers. “People want simplicity—they don’t have a lot of time to study ingredients—and they want something convenient and on-the-go,” said Elizabeth Carter, Chomps’ president. “They’re very interested in protein, but they want to make the right choice.” ### Packing a punch Less is more, meaning brands continue to simplify their labels and ingredient lists. At the same time, brands are actively promoting multiple benefits in a single product, which Osminkina-Jones called “stacking.” The alternative soda and adaptogenic beverage categories, further exploding with would-be Poppi and Recess competitors this year, is a strong example, leaning into their low-sugar, prebiotic, energy boosting, mood enhancing cues. Hydration in general was ubiquitous at the expo, and nobody was talking about plain old water. That’s so 2000s. “You have to innovate—that’s what Walmart wants, it’s what all retailers want,” said Peter Burns, CEO of Justin’s, noting the need for new easy-access formats and updated flavor combos. But that’s not the same thing as jumping on a fad. “Trends come and go, but if you have real food, you’re never going out of style.” ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** On Trend **Tags:** food **Sections:** Entertainment, Lifestyle --- ### [Gender-Bending Women's Safety Appeal Packs a Punch](https://musebyclios.com/eurovisions/gender-bending-womens-safety-appeal-packs-a-punch/) **Published:** March 9, 2026 **Author:** David Gianatasio **Content:** Here are some superior European campaigns that broke in recent weeks, selected by Muse sibling [Ads of the World](https://www.adsoftheworld.com/). ### End Violence Against Women Coalition, ‘Check-In’ Agency: Ridley Scott Associates This [witty campaign](https://www.adsoftheworld.com/campaigns/check-in-3f7b3001-a0b8-480a-992a-541132bce860) challenges traditional ideas of masculinity and urges men to take responsibility for preventing violence against women. The film features Rhianne Barreto portraying a series of male characters checking in on friends to remind them that women simply want to get home safely. Play ### Icelandair, ‘Iceland Exposed – Northern Lights’ Agency: FleishmanHillard He’s back, and Iceland is still too unreal for our favorite skeptic. This time, our beloved doubter is doubling down on a “notorious hoax,” the Northern Lights, even with aurora expert Sævar Helgi Bragason on hand to bring the facts. Playing on the tongue-in-cheek idea that the Northern Lights might be fake, [the film](https://www.adsoftheworld.com/campaigns/iceland-exposed-northern-lights) humorously confirms that they are, in fact, a spectacular natural phenomenon. Play ### Post Bellum, ‘The Bunker Kit’ Agency: Free Andy Agency Defining “bunker” as both a wartime hideout and a child’s blanket fort, [“The Bunker Kit”](https://www.adsoftheworld.com/campaigns/the-bunker-kit) pairs an embroidered blanket with stories of heroes from the Slovak National Uprising. A short film follows a young girl imagining herself alongside a resistance fighter, transforming play into a powerful lesson about courage, sacrifice and the ongoing fight for freedom. Play ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Eurovisions **Tags:** Icelandair, Post Bellum **Sections:** Trending --- ### [Gut Punch: What a Baby Monkey Teaches Us About Impactful Content](https://musebyclios.com/musings/gut-punch-what-a-baby-monkey-teaches-us-about-impactful-content/) **Published:** March 6, 2026 **Author:** David Gianatasio **Content:** I’ve spent my career at the intersection of “dumb” internet culture and “smart” technology. I was a creative director during the peak of the “Lolcat” era. More recently, I’ve watched memes evolve from grainy, MS Paint “slop” to hyper-polished, AI-generated fever dreams. But a tiny Japanese macaque named Punch recently reminded me that in our rush to automate creativity, the goal isn’t just more content—it’s more meaning. In a world of ubiquitous “make-believe” (anime obsessions, faux reality TV, immersive video games), consumers crave something real. Punch didn’t go viral because of a high-spec render. He went viral because he was abandoned by his mother and found comfort in a $15 Ikea Djungelskog orangutan he adopted as “Ora-mama.” As brands look to use AI intelligently, Punch offers four vital lessons on how to tie social content back to the real-life events that move the needle. ### Narrative Beats Production Values Punch’s fame didn’t come from a 4K nature documentary. It came from a story of rejection and resilience. The Ichikawa City Zoo didn’t just post “cute” photos. They specifically asked the public to “support Punch’s effort” as he integrated with older, aggressive monkeys. They gave us a hero’s journey. AI is a tool to amplify the story, not replace it. A messy narrative of a monkey and his surrogate is more magnetic than a million perfect, story-free pixels. ### The High Stakes of Reality We care about Punch because he is vulnerable. There are physical stakes when he interacts with his troop; it’s a high-wire act of real emotion. This is exactly why “digital resurrection,” like the AI-generated voice of Anthony Bourdain in Roadrunner, sparked such a fierce debate. Stakes vanish when your subject is a prompt puppet. AI shouldn’t replace the struggle. Rather, it should amplify its IRL impact. ### First Come, First Served Ikea didn’t wait for a six-month brand strategy. They leaned in immediately, declaring on social: “We’re ALL Punch’s family now.” By the time a traditional agency would have finished a mood board, the $15 plushie was already reselling for $300 on eBay. This is where AI shines: giving brands the tools to participate in a cultural heartbeat in minutes, not weeks. ### The Cuteness ROI “Cute” is a powerful economic engine, especially when it’s tied to a real-world anchor. People are emotionally adopting Punch, referring to him as “my son.” AI is remarkably good at generating charm. But it needs that tangible, real-world connection, like a physical toy, to drive real ROI. ### The Bottom Line Simply cranking out hundreds of AI-generated memes won’t save your brand. In fact, flooding the zone will likely alienate your audience. Bad art is good for creativity as an experimental phase, but it isn’t the destination. The goal isn’t to create slick, frictionless content simply because you can. The goal is to use AI to participate in the messy, high-stakes reality of being human. Stop using AI as a surrogate “Ora-mama” for real life. Start using it to connect with your community. They’ll love you for it. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings **Tags:** DEPT **Sections:** Community Voices --- ### [Women's Day Spots From Around the Globe](https://musebyclios.com/worldviews/womens-day-spots-from-around-the-globe/) **Published:** March 9, 2026 **Author:** Amy Corr **Content:** Here are some notable International Women’s Day campaigns that broke far and wide, curated by Muse sibling [Ads of the World](https://www.adsoftheworld.com/). ### Air New Zealand, ‘Historic All-Female Flight’ Air New Zealand [marked](https://www.adsoftheworld.com/campaigns/international-women-s-day-historic-all-female-flight) IWD with a historic all-female excursion, as Flight NZ611 travelled from Auckland to Queenstown. Women filled every role from captain and cabin crew to engineers, planners and air traffic controllers, highlighting the push for greater gender equality in aviation. Play ### Indian Air Force, ‘Champions in Every Arena’ The [Indian Air Force](https://www.adsoftheworld.com/campaigns/champions-in-every-arena) marked IWD with a tribute to the courage, dedication and determination of women who continue to inspire the nation and the world. Once largely limited to medical roles, women now hold operational, command and strategic positions across the Army, Navy and Air Force. This reflects decades of reform and marks a major shift toward greater inclusivity in India’s defense landscape. Play ### Lamborghini, ‘Choose Your Own Drive’ A video [manifesto](https://www.adsoftheworld.com/campaigns/choose-your-own-drive) exploring freedom of choice and female self-determination. Told in three symbolic acts—beauty, formality and social roles—the film reflects on how cultural expectations can quietly shape identity and limit personal freedom. Play ### FIGS, ‘Never Change’ The world is changing—all the time, all around us. It never stops. A lot like women. But through all that change, there’s a key constant: a woman’s commitment to her patients, [colleagues](https://www.adsoftheworld.com/campaigns/never-change-8fedc911-a2cc-4da1-9f51-d49e8366e48c), dreams, and belief that change is possible when you never let up. Play ### LSKD, ‘She Runs, But She’s Never Just Running’ Running should be freeing, yet 92 percent of women worry about their safety when they head out. What [should](https://www.adsoftheworld.com/campaigns/she-runs-but-she-s-never-just-running) be a simple run becomes a constant mental checklist of surroundings, lighting and phone battery. Safety should not be a strategy. The campaign calls for greater awareness, accountability and everyday actions to help make running safer for women. Play ### BIBA, ‘Ek Aasmaan (One Sky)’ The sky doesn’t distinguish who’s flying in it. The law doesn’t discriminate against who’s protecting it. A [hospital room ](https://www.adsoftheworld.com/campaigns/ek-aasmaan-one-sky)doesn’t pause to ask who is saving lives. Because in the end, only the work speaks. So why do we add a prefix when it’s a woman? Neither their hard-earned expertise nor the years of training change. Only our perception does. Play ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Worldviews **Tags:** International Women's Day **Sections:** Trending --- ### [Carla Serrano of Publicis on Human Imagination and the Pursuit of Innovation](https://musebyclios.com/advertising/carla-serrano-of-publicis-on-human-imagination-and-the-pursuit-of-originality/) **Published:** March 6, 2026 **Author:** Amy Corr **Content:** ![](https://cdn.musebyclios.com/wp-content/uploads/2026/03/06091951/Carla-Serrano-hed-2026-1024x576.jpg)Carla Serrano The latest [Mediasense ](https://www.media-marketing.com/en/news/publicis-dominated-global-new-business-rankings-in-2025-winning-more-than-half-of-all-billings/)new business ranking revealed that Publicis won twice as many new business pitches last year as WPP or Omnicom. What’s driving that success? Muse caught up with Publicis Groupe’s Carla Serrano. Below, she discusses the findings and what’s fueling wins across creative and media. ### Muse: Can you describe your role at Publicis? Carla Serrano: I’m the global chief strategy officer for Publicis Groupe, CEO of Leo N.Y. and president of Le Truc. I help shape strategy and creativity to drive growth and future-proof our business. ### Publicis won twice as many new business pitches as WPP or Omnicom. What’s your secret? We are connecting data, creative, media and tech to serve and solve our clients’ business and transformation challenges. And while some are waking up to the merits of integrated operating models and scrambling to piece them together, we’ve been making the “Power of One” work for over a decade. Modern marketers aren’t just buying creativity or media anymore, they’re buying a transformation partner and you can’t credibly sell that story if you’re just now trying to implement it. ### Would you attribute this to the early adoption and creation of Marcel, Publicis’ AI platform? At Publicis, we make big bets … including the launch of Marcel in 2017. As I’m sure you recall, everyone mocked us and called us crazy—but we believed that AI would be a big part of our industry’s future. Turns out we were right. Today, Marcel is much more than a talent-centric platform. It’s the distribution and implementation layer of our AI model. Marcel plays a crucial role on the creative side both in spirit and in practice, helping to power all our agencies and especially Le Truc—the only creative collective within a holding company since we launched it in 2021. With Le Truc, we broke down traditional agency silos to bring together the best creative talent from across the entire Publicis network around any brief. At Publicis, our creative practice consists of highly curated inclusive teams co-creating inside an egoless maker culture. We don’t have one CCO, but a wide range of leaders. ### Many see Publicis as a media company first, yet more new business last year came on the creative side. We’ve never viewed creative as separate from media or technology, but as something that fuels it. When you invest in a technology-led production backbone, give creative teams world-class AI tools and fundamentally rethink how talent gets assembled and deployed, you raise the bar for what’s possible. And you do it more efficiently with an eye toward innovation. Le Truc is worth pausing on here again, because I think it’s misunderstood from the outside. It’s not an agency. It’s a fluid, talent-first model where our best creative minds aren’t stuck inside a single P&L and competitive with others. Think of it like the music industry, where artists from different genres can produce tracks together. This kind of model only works when integration is truly at the core of your business, instead of tacked on as an afterthought. And clients can spot the difference from a mile away. And of course, our creative agencies are still, fundamentally, where some of the most powerful ideas come from. What’s changed is the environment those ideas need to work in. BBH and Leo are thriving because they’ve done a great job blending creative thinking and obsession with craft with modern capabilities and tools. ### Was this shift expected and will we see more emphasis on creative from Publicis in 2026? We’ve always believed in the power of creativity and will continue investing in tools and AI that make our work smarter, faster and more measurably effective—and we’re not waiting for anyone to catch up. Most importantly, we will continue to invest in the best creative talent. While others are cutting headcount in the name of efficiency, AI and Wall Street, we are more committed than ever to human imagination, the pursuit of originality and discerning taste. ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Advertising **Tags:** Carla Serrano, Publicis **Sections:** Community Voices --- ### [Ryan Reynolds and 'Endless Shrimp' Make the Case for MNTN](https://musebyclios.com/film-tv/ryan-reynolds-and-endless-shrimp-make-b2b-pitch-for-mntn/) **Published:** March 5, 2026 **Author:** David Gianatasio **Content:** Hey, C-Suiters and marketing types, Ryan Reynolds feels you. And he talks the talk in a :45 touting MNTN, where he’s a stakeholder and creative chief. And Deadpool brought along a pal, Red Lobster CEO Damola Adamolekun—a media darling and MNTN client—to explain how it works. Naturally, jokes abound about “Endless Shrimp,” which helped put the eatery [in bankruptcy](https://www.businessinsider.com/red-lobster-bankruptcy-rebound-endless-shrimp-private-equity-adamolekun-2026-2). “Marketing can feel endless,” Ryan begins. “Endless data. Endless decisions. But with MNTN Performance TV, any brand of any size can easily get their ad on TV.” “Spendless.” Heh. “MNTN lets you get your ad on streaming television quicker than it takes to get your cheesy Cheddar Bay Biscuits,” Ryan says, as a server shows up with an apparently endless supply of seafood and sides. Reynolds’ carefree snark never fails to please. It serves him well in this culturally attuned outing developed with Maximum Effort. Damola keeps the pitch real. After all, he really used MNTN to guide Red Lobster into calmer seas, or whatever maritime wordplay floats your boat. The work breaks this week, mainly across digital channels. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Film and TV **Tags:** Maximum Effort, MNTN, Red Lobster, Ryan Reynolds **Sections:** Entertainment, Trending --- ### [Tom Allwood of MATTA on Budweiser's Entry Into Cricket](https://musebyclios.com/2-minutes-with/tom-allwood-of-matta-on-budweisers-entry-into-cricket/) **Published:** March 8, 2026 **Author:** Shahnaz Mahmud **Content:** [Tom](https://www.linkedin.com/in/tomallwood/) is managing director and co-founder of MATTA, a global creative agency specializing in sports and lifestyle brands. Since 2015, they have led campaigns for multiple World Cups and helped the Lionesses England women’s football brand become a household name. They also launched Budweiser into cricket and Clinique into women’s sports. We spent two minutes with Tom to learn more about his background, his creative inspirations and recent work he’s admired. # Tom, tell us … ### Where you grew up, and where do you live now. I grew up in the south of England, a small village in West Sussex. Very rural, very quiet. I now live in Hackney in East London, which couldn’t be more different. ### Your earliest sports memory. Sports day at school, trying to qualify for a regional event. I missed out on all the big-ticket disciplines, but managed to squeak into the standing triple jump, a bit of a consolation prize. My mum was so proud. ### Your favorite sports team(s). The England national team in pretty much any sport, particularly cricket, rugby and football. ### Your favorite athlete(s). [Joe Root](https://en.wikipedia.org/wiki/Joe_Root). He carried the England cricket team through some tough times and has quietly become one of the greats. He’s one of the nicest people you could meet. I’m also a huge fan of the [Red Roses](https://www.englandrugby.com/follow/red-roses) [England Women’s Rugby team](https://en.wikipedia.org/wiki/England_women's_national_rugby_union_team). They won the World Cup in England last summer, the culmination of an incredible run of 33 unbeaten matches. The pressure not to slip up at the final hurdle, on home soil, was huge. And they didn’t flinch. ### Your favorite sports movie and/or show. [Happy Gilmore](https://en.wikipedia.org/wiki/Happy_Gilmore) was on regular rotation at university. ### Your favorite sports podcast or news show. [Unofficial Partner](https://podcasts.apple.com/gb/podcast/unofficial-partner-podcast/id1459630823), a sports business podcast where they genuinely don’t seem worried about asking the questions everyone else is thinking but not saying out loud. ### Your favorite sports video game, if you have one. [Sensible Soccer](https://en.wikipedia.org/wiki/Sensible_Soccer) on [Atari](https://en.wikipedia.org/wiki/Atari) back in the day. ### A recent project you’re proud of. We’ve just launched [Budweiser’s](https://en.wikipedia.org/wiki/Budweiser) [partnership](https://www.icc-cricket.com/news/ab-inbev-and-icc-announce-landmark-global-partnership) with the ICC Men’s [T20 Cricket World Cup ](https://www.icc-cricket.com/tournaments/mens-t20-world-cup-2026)in India. In a country where cricket is like a religion, Bud has taken a brave decision to focus on the fans rather than just the heroes. How they experience and reinterpret the game is what brings it to life. ### What’s someone else’s recent work that you admire? I always look forward to [BBC](https://en.wikipedia.org/wiki/BBC) promos for major events. They consistently land a big idea and push the craft. Their [Winter Olympics](https://en.wikipedia.org/wiki/2026_Winter_Olympics) spot involved stop-motion fire and ice. Play ### What can sports do that nothing else can? In the streaming age, the live experience is gold. ### What would you be doing if you weren’t working in the sports space? My family are all musicians and teachers. So, probably one or both of those. I still occasionally play the double bass when I get a bit of time. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.]() ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Advertising, Sports **Tags:** MATTA **Sections:** Community Voices, Entertainment --- ### [Matt Dunn of D&AD Shift on Taste, Clarity and Ambition](https://musebyclios.com/2-minutes-with/matt-dunn-of-dad-shift-on-taste-clarity-and-ambition/) **Published:** March 9, 2026 **Author:** Shahnaz Mahmud **Content:** [Matt ](https://www.linkedin.com/in/matt-dunn-841690a1/)is a global creative director who has worked in the U.S., U.K., Canada and Australia, with agencies such as Mother, Droga5, Rethink, W+K, Goodby Silverstein and more. Today, he guides teams in multiple markets while supporting emerging talent through his mentorship with D&AD Shift. We spent two minutes with Matt to learn more about his background, his creative inspirations and recent work he’s admired. # Matt, tell us … ### Where you grew up, and where you live now. I grew up in a rural town in the Cotswolds in the U.K. I now live and work in NYC. ### How you first realized you were creative. When I understood that everything in culture shapes how people behave, look and feel. Once that clicked, I knew I wanted to make work that traveled beyond its traditional context. ### A moment from high school or college that changed your life. A teacher tried to break my confidence. It failed. ### Your most important creative inspirations, and some recent stuff you love. [Demna](https://en.wikipedia.org/wiki/Demna_(designer)), [Alexander McQueen](https://en.wikipedia.org/wiki/Alexander_McQueen), [Jonathan Anderson](https://en.wikipedia.org/wiki/Jonathan_Anderson_(fashion_designer)), [A24](https://en.wikipedia.org/wiki/A24), [NEON](https://www.neonrated.com/), [MUBI](https://mubi.com/en/us). I’m inspired by creators who build worlds. ### One of your favorite creative projects you’ve ever worked on. Standout examples would be [Heinz Vintage Drip ](https://newsroom.thredup.com/news/heinz-and-thredup-drop-vintage-drip-collection-celebrating-the-iconic-ketchup-stain-rz7fn)at [Rethink](https://en.wikipedia.org/wiki/Rethink_Communications), [Amazon Music’s](https://music.amazon.com/?ref_=dmm_acq_mrn_d_br_z_p454-kw9442-cr2040549-c) [“Unbox a World of Music” ](https://vimeo.com/659724256)at [Droga5](https://en.wikipedia.org/wiki/Droga5), and leading the creative for [Unwell’s](https://iamunwell.com/) [beverage launch ](https://www.bevindustry.com/articles/98021-alex-coopers-unwell-beverages-enters-new-era-with-unwell-energy)in New York. ### Someone else’s work you admired lately. The [Simone Rocha and Adidas FW26 collaboration](https://hypebeast.com/2026/2/simone-rocha-adidas-fall-winter-2026-collaboration-closer-look). ### A mentor who helped you navigate the industry. Among many: [Frannie Rhodes](https://www.linkedin.com/in/frannierhodes/), [Susan Hoskin](https://www.linkedin.com/in/susan-hosking-a5851043/), [Peter Robertson](https://www.linkedin.com/in/peter-robertson-119847169/), [Mark Waites](https://www.linkedin.com/in/mark-waites-04936858/?originalSubdomain=uk), [Rick Brim](https://www.linkedin.com/in/richardbrim/). Mentorship matters deeply to me. I try to pass that support forward by mentoring the next generation of creatives through the D&AD Shift initiative. Guiding a mentee, [Dimitri Briks](https://www.linkedin.com/in/dimitri-763902298/), from a non-traditional background into a role at [Mother Design](https://www.motherdesign.com/), in three months, has been one of the most rewarding parts of my career so far. ### What you’d be doing if you weren’t in advertising. Fashion. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:amy.corr@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Advertising **Tags:** D&AD Shift **Sections:** Community Voices --- ### [There's a Colonoscopy Reminder Wherever You Look](https://musebyclios.com/health/theres-a-colonoscopy-reminder-wherever-you-look/) **Published:** March 5, 2026 **Author:** Amy Corr **Content:** But seriously, does everything you see resemble a human posterior? If so, it could be time to schedule a colonoscopy. Mekanism and Joint Venture worked on “Colonoscopy Reminder,” an OOH and trailer that serves as a reminder to schedule a procedure and support the documentary [“André Is an Idiot.”](https://www.imdb.com/title/tt34963034/) The film is a final testament from André Ricciardi, who documented his terminal battle with colon cancer. Ricciardi spent more than a decade at Mekanism. “This work is about turning a personal tragedy into a lifeline,” says Jason Harris, founder and CEO of Mekanism. “André was family, and his final wish was to be a loud, unmistakable wake-up call. As the movie does, we are honoring Andre by raising awareness about screening and getting a colonoscopy.” A :30, set to “Everything Reminds Me of You,” presents everyday items that look like a\*\*holes. These range from peppers, pumpkins and rocks to donuts and balloons. The ad ends with the line, “This has been a colonoscopy reminder.” Wild postings throughout New York feature images from the film, along with a [QR code](https://www.colonoscopyreminder.com/) that links to the doc’s website. “We wanted to make the ‘unmentionable’ impossible to ignore,” adds Tommy Means, CCO at Mekanism. “Pairing a charming melody with everyday objects is cheeky, but it’s anchored in an urgent mission and a promise to a friend. This is a movement to bridge the gap between a difficult conversation and a life-saving decision.” The full documentary premieres in NYC this week at the Film Forum. **CREDITS** Joint Venture: Jesse Patrone-Werdiger: VP Marketing & Distribution Chris Lane: President, Distribution & Audience Lee Einhorn: Creative Director Mekanism: Jason Harris: CEO Carrie Lipper: President, East Tommy Means: CCO Ian Kovalik: CCO Tom Lyons: Executive Design Director Chris Spencer: Head of Production Blake Jones: Executive Producer Krystina King: Group Media Director Kirby Brooks Todd: Head of Content & Creator Strategy Olivia Gemmiti: Business Supervisor Amelia Swaggert: Director of Influencer Marketing Valentina Ramirez: Content Creator Yenfu Chen: AI Creative Technology Lead Victoria Valles: AI Content Creator Davoud Kermaninejad: Senior Production Designer Judy Ybarra: Director of Business Affairs Production company: A24, Sandbox Films, Safehouse Pictures ![](https://cdn.musebyclios.com/wp-content/uploads/2026/03/05121351/Colonoscopy-hed-2026.jpg) ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Health and Wellness **Tags:** Andre is an Idiot, Mekanism **Sections:** Lifestyle --- ### [Telstra Struts Its Stuff to Lead the Week's 5 Best Ads](https://musebyclios.com/advertising/telstra-struts-its-stuff-to-lead-the-weeks-best-ads/) **Published:** March 5, 2026 **Author:** David Gianatasio **Content:** ### [Bestie: Astronauts and Skeletons Whistle and Strut for Telstra](https://musebyclios.com/advertising/animated-characters-whistle-and-strut-for-telstra/) Plus, we see chickens, rats, weird workmen and more. They follow “Mick” and his bird buddy all over town as a version of ’80s fave “Islands in the Stream” plays on the soundtrack. This sequel to last year’s hit campaign struts bigger and better. From Bear Meets Eagle on Fire. **And in no particular order…** ### [Magnum Unwraps Fresh Batch of Artsy Ice Cream Commercials](https://musebyclios.com/advertising/magnum-unwraps-fresh-batch-of-artsy-ice-cream-ads/) Sunlight flows across human forms and faces in patterns suggesting ice-cream bars. It could happen, people! Superbly chill black-and-white imagery from LOLA Madrid and directors Leslie Zhang and Da Dong. ### [Axe Dresses Up a Mexico Fan as the FIFA World Cup](https://musebyclios.com/sports/axe-dresses-up-a-mexico-fan-as-the-fifa-world-cup/) LOLA Madrid’s second awesome advert this week features a goofy prop costume that illustrates how far fans will go heading into the big tournament. ### [Graza Is ‘Seriously Serious’ About Its Mountain of Spoons](https://musebyclios.com/advertising/graza-is-seriously-serious-about-its-largest-brand-campaign/) Those ain’t no AI spoons. Thousands appear, courtesy of nice&frank, as the olive oil brand pours it on to introduce mayo. Directed by Elliott Power. ### [Super Noodles’ First Ad in 7 Years Is a Manic Musical Mess](https://musebyclios.com/music/super-noodles-first-ad-in-7-years-is-a-musical-mess/) From McCann. An orchestra conductor craves Super Noodles, which leads to some chaotic notes from the musicians following his lead. Damien Shatford directed. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Axe, Graza, Magnum Ice Cream, Super Noodles, Telstra **Sections:** Entertainment, Trending --- ### [Apple Users Find Their Work Rhythm With New MacBooks](https://musebyclios.com/music/apple-users-find-their-work-rhythm-with-the-m5-pro-and-m5-max/) **Published:** March 5, 2026 **Author:** Amy Corr **Content:** A pair of ads timed to the launch of Apple’s latest MacBook Air and MacBook Pro rock the tech giant’s “Great Ideas Start here” platform. In “Best Performance Yet,” people in various industries find the perfect rhythm in their workflow. Directed by François Rousselet with a jazz score by Antonio Sánchez, the keystrokes of a coder, writer, director and scientist trigger musical notes. Play “Tabs” raised our heart rate with its uber-cluttered screen. Yet, we learn that multitasking on the MacBook Air and toggling between different tabs isn’t so scary. This ad features Fela Kuti’s “Let’s Start” on the soundtrack. Play The campaign, from TBWA\\Media Arts Lab, is running globally on digital and social platforms. **CREDITS** “Tabs” Brand/Client: Apple Agency: TBWA\\Media Arts Lab Production, Editorial, Finishing: BUCK DOP: Alexis Zabé Color: Tyler Roth, Company 3 Sound Design, Mix: Matt Kieth, Barking Owl Music Editorial: Model Citizen Music: Fela Kuti – “Let’s Start” “The Best Performance Yet” Brand/Client: Apple Agency: TBWA\\Media Arts Lab Director: Francois Rousselet Production Company: Division Global DOP: Christopher Ripley Editorial: Cabin Editorial Original Score: Antonio Sanchez Film color: Ethos VFX + Post Finishing: Pariah Creative Sound Engineer/Audio Mix: Lime Studios ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Music **Tags:** Apple, TBWA\ Media Arts Lab **Sections:** Trending --- ### [Stephanie Seiple of Music Media Collective: How Brands and Musicians Can Get In Sync](https://musebyclios.com/2-minutes-with/stephanie-seiple-of-music-media-collective-how-brands-and-musicians-can-get-in-sync/) **Published:** March 7, 2026 **Author:** Shahnaz Mahmud **Content:** [Stephanie](https://www.linkedin.com/in/stephanie-seiple/) is the founder and executive director of Music Media Collective, an L.A.-based nonprofit created to fill the void left by the decline of community-driven publications and broadcasting. She focuses on building spaces where artists, fans and the industry can connect, collaborate and develop solutions that sustain careers. Having served as a Recording Academy board member for a decade and as a Music Industry Task Force committee member for the City of Philadelphia, Stephanie led initiatives to strengthen creative economies and preserve music culture. We spent two minutes with Stephanie to learn more about her background, her creative inspirations and recent work she’s admired. # Stephanie, tell us … ### Where you grew up, and where you live now. I grew up in Woodstown, N.J., best known for the [Cowtown Rodeo](https://en.wikipedia.org/wiki/Cowtown_Rodeo), the oldest weekly rodeo in the U.S. These days, I’m enjoying SoCal living in West Hollywood. ### Your earliest musical memory. My dad plays drums and was in a cover band for 25 years, so there was band practice in my house since I was old enough to remember. Music was always playing, whether it was on the radio, vinyl, cassettes and later CDs. I started playing the drums when I was really young. I still jump behind a kit now and then when I get the chance. ### Your favorite bands/musicians today. [Leon Bridges](https://en.wikipedia.org/wiki/Leon_Bridges), [The War on Drugs](https://en.wikipedia.org/wiki/The_War_on_Drugs_(band)), [Kathleen Edwards](https://en.wikipedia.org/wiki/Kathleen_Edwards), [Little Brother](https://en.wikipedia.org/wiki/Little_Brother_(group)), [Big Thief](https://www.bigthief.net/), [Jenny Lewis](https://en.wikipedia.org/wiki/Jenny_Lewis), [Waxahatchee](https://en.wikipedia.org/wiki/Waxahatchee), [Hermanos Gutiérrez](https://en.wikipedia.org/wiki/Hermanos_Guti%C3%A9rrez), [Hiatus Kaiyote](https://en.wikipedia.org/wiki/Hiatus_Kaiyote), [Geese](https://en.wikipedia.org/wiki/Geese_(band)), [Tems](https://en.wikipedia.org/wiki/Tems) and [HAIM](https://en.wikipedia.org/wiki/Haim_(band)). ### One of your favorite projects you’ve ever worked on. The[ Tri-State Indie Music Awards](https://www.facebook.com/TSIMusicAwards/). When TSI was a full-blown creative agency and digital music publication, my co-founder and I created an annual show to celebrate indie artists, labels, festivals and venues. Winners included [Dawes](https://en.wikipedia.org/wiki/Dawes_(band)), [My Morning Jacket](https://en.wikipedia.org/wiki/My_Morning_Jacket), [Kurt Vile](https://en.wikipedia.org/wiki/Kurt_Vile), [Avett Brothers](https://en.wikipedia.org/wiki/The_Avett_Brothers), [Snarky Puppy](https://en.wikipedia.org/wiki/Snarky_Puppy), [the Budos Band](https://en.wikipedia.org/wiki/The_Budos_Band) and Philly venue staples like [Johnny Brenda’s](https://johnnybrendas.com/). ### A recent project you’re proud of. First, the [Music Media Collective](https://musicmediacollective.org/), a nonprofit organization I founded. Artists, venues, and fans are losing vital pieces of the ecosystem for discovery, connection and promotion as local outlets vanish, radio becomes more syndicated and multiple jobs are lost. The MMC provides a space for collaboration through town halls, programs and developing solutions for the future. One thing I’m most proud of is our Junior Advisory Board, which brings young professionals and students directly into the fold, so the next generation also has a seat at the table. Second, [Asses in Seats](https://musicmediacollective.org/asses-in-seats/), a live music-talk podcast that mimics sports radio. It’s not prerecorded, so fans can call in, comment and join live on video while we interview artists and industry pros. We raise money during every show for nonprofit partners like [MusiCares](https://www.musicares.org/) and the [National Independent Venue Foundation](https://www.nivf.org/). ### One thing about how the music world is evolving that you’re excited about. Everything old is new again: vinyl, CDs and print mags. Being able to blend them with today’s tools and tech is super exciting. Fans and artists are craving better experiences and more authentic ways to cut through the digital white noise. The fact that these formats are making a comeback proves music can’t live in a digital space alone. ### Someone else’s work, in music or beyond, that you admired lately. [Matt Pinfield](https://en.wikipedia.org/wiki/Matt_Pinfield). Watching him bounce back after his stroke has been amazing. ### A book, movie, TV show or podcast you recently found inspiring. TV: [It’s Never Over: Jeff Buckley](https://en.wikipedia.org/wiki/It's_Never_Over,_Jeff_Buckley), a documentary directed by [Amy Berg](https://www.imdb.com/name/nm1332844/). It’s a reminder of how powerful and fleeting a true artist’s story can be. The screening I attended was hosted by Matt Pinfield, who interviewed Amy afterward, and you could sense the heart and soul she poured into the film. ### An artist you admire outside the world of music. The marketing, wit and content behind [The Pacific Pals](https://www.aquariumofpacific.org/pacificpals), the talking animal puppet crew from the [Aquarium of the Pacific](https://en.wikipedia.org/wiki/Aquarium_of_the_Pacific) in Long Beach, Calif. It’s educational for kids and adults, totally entertaining, always on trend and the puppetry is stellar. ### Your favorite fictional character. [Towelie](https://en.wikipedia.org/wiki/Towelie) from [South Park](https://en.wikipedia.org/wiki/South_Park)—”Don’t forget to bring a towel” And [Frank- N-Furter](https://rockyhorror.fandom.com/wiki/Frank-N-Furter) from [The Rocky Horror Picture Show](https://en.wikipedia.org/wiki/The_Rocky_Horror_Picture_Show)—”If you can dream it, be it.” ### How musicians should approach working with brands. Be clear about your values before jumping into any partnership. The best marketing shouldn’t feel like marketing. Stay involved in the creative process and work with the brand to push boundaries that set your campaign apart. Make sure it’s a true two-way street where both sides bend. ### How brands should approach working with musicians. If you’re not used to working in the music space, be prepared to pivot and have the emotional intelligence and patience it takes to truly collaborate with music creators. ### A mentor who helped you navigate the industry. [Barry Griffin](https://www.linkedin.com/in/barry-griffin-5bb59a1/). We met in the [BMG ](https://en.wikipedia.org/wiki/BMG_Rights_Management)Atlanta branch 24 years ago, and we still talk frequently to this day. ### What you’d be doing if you weren’t in the music business. Selling real estate. Or living like a hippie in a small beach town, running a holistic boutique. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.]() ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Music **Tags:** Music Collective **Sections:** Community Voices, Entertainment --- ### [Axe Dresses a Mexico Fan as the FIFA World Cup](https://musebyclios.com/sports/axe-dresses-up-a-mexico-fan-as-the-fifa-world-cup/) **Published:** March 4, 2026 **Author:** David Gianatasio **Content:** You’re flying to attend the FIFA World Cup. Your seat-mate arrives, dressed as the famous soccer trophy. Where’s the beverage cart? Make that wine spritzer a double! One such costumed superfan meets a new friend in this spot from Axe: “During the World Cup, guys are all in on football—they’re not thinking about attraction. That was exactly the opportunity,” says global brand director Caroline Gregory. “It showed us the role Axe could play and unlocked a whole world of humor where the power of a fragrance creates unexpected connections.” “it was a very extensive shoot over many days in Mexico City. We went from the Cruz Azul stadium, passing by anarchist print shops, and also one of the most notable nightclubs in Mexican nightlife: Salón Los Ángeles, a place once frequented by Frida Kahlo and Diego Rivera,” Axe global brand manager Matthew Yocum tells Muse. “With most of the actors being untrained, it added a genuine spontaneity.” “Airplane” launched today, the first of seven country-specific, tourney-themed tales from LOLA Madrid. The low-fi, AI-free aesthetic scores, and we can imagine fans behaving this way. Though most would probably check their elaborate costumes as baggage. (Key word: most.) “The trophy was specially built. There’s no CGI—it’s a real prop costume,” Yocum says. “And even though it might look like the most ridiculous or worst costume, it took a lot of work. There were specialists who created not only this costume, but all the costumes we will see throughout the seven stories.” Along with the films, print, OOH, social and experiential activations are on tap. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Sports **Tags:** Axe, lola madrid, World Cup **Sections:** Entertainment, Trending --- ### [Graza Is 'Seriously Serious' About the Mountain of Spoons in Its Biggest Campaign](https://musebyclios.com/advertising/graza-is-seriously-serious-about-its-largest-brand-campaign/) **Published:** March 4, 2026 **Author:** Amy Corr **Content:** Graza launched a trio of spots that illustrate how seriously the brand focuses on sourcing ingredients and perfecting recipes. This also marks the debut of mayo alongside Graza’s outrageously popular olive oils. The campaign, directed by Elliott Power of Love Song and created by nice&frank, will run on broadcast and streaming, with OOH elements to follow. Below, a Graza employee sits atop thousands of tasting spoons, the amount he went through until the brand’s mayo recipe was perfected: “The larger-than-life pile of spoons you see was made of thousands of real spoons,” Grace Hwang, CD at nice&frank, tells Muse. “So many, in fact, that production had trouble finding enough near our filming location to create the pile. We probably sourced every last silver spoon in the city—which felt like a poetic twist of fate that mirrored Graza’s testing process.” In “Testing Twins,” a pair of twins have the best job, testing olive oil until it’s ready for consumers, like the kid who gives his pizza some pizzazz: Play “One thing viewers might not realize is that because we were shooting the real product, up close, there was zero fake food magic involved,” says Julian Cohen, also an agency CD. “No stand-ins. No swaps. The actors were actually eating full spoonfuls of Graza mayo and taking real olive oil sips. The cast committed to every bite and every sip, just like Graza’s own taste testers.” The olive harvesting process involves a seesaw and perfect timing in the final spot: Play “Graza’s playful brand tone is juxtaposed by our seriously intense standard for creating the highest quality products,” adds Kara Ludman, CD at Graza. “Behind every squeeze is a diligent approach to sourcing, formulating and testing. When creating our new line of mayo, for example, we developed 150+ formulas and tested more than 22,000 samples to ensure we produced the best possible product.” “Our brief to nice&frank was to balance those two realities: Our relatable, unserious tone with our serious approach to testing and high bar for product standards. ‘Seriously Serious’ was born to highlight that diligent approach, while staying true to the lighthearted tone our customers know and love us for.” ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Advertising **Tags:** Graza, nice&frank **Sections:** Trending --- ### [John Cena Rocks a '90s Video Game World for MET-Rx](https://musebyclios.com/sports/john-cena-rocks-a-90s-video-game-world-for-met-rx/) **Published:** March 4, 2026 **Author:** David Gianatasio **Content:** If there’s anyone who can rescue a leopard from a tree and not break a sweat, it’s John Cena. And if he does so in the context of a ’90s video-game-style commercial for MET-Rx, well, that just sweetens the proposition. John’s actually an aughts phenomenon. But he’s as pumped and plucky as ever, plugging the sports nutrition bars in a send-up of bygone pixelated pastimes: Play Though overexposed, J.C. never fails to amuse. Dude’s goofy expressions, bulging biceps and in-on-the-joke line deliveries work every time. When brands cast him, good vibes are [in the bag](https://musebyclios.com/advertising/john-cenas-love-affair-with-hefty-bags-just-gets-stronger/). ![](https://cdn.musebyclios.com/wp-content/uploads/2026/03/04133616/cena-3.jpg)Creative studio U.N.N.A.M.E.D. helped develop the campaign. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Gaming, Sports **Tags:** John Cena, MET-Rx **Sections:** Entertainment, Trending --- ### [How 'Culture Calculus' Helps Creative Teams Move Faster](https://musebyclios.com/musings/how-culture-calculus-helps-creative-teams-move-faster/) **Published:** March 2, 2026 **Author:** Amy Corr **Content:** Companies love to wax poetic about culture when things are going well. But culture doesn’t reveal itself in the calm moments. It shows up at 4:57 p.m. on a Friday when the brief changes, the stakes are high and there’s no time to play it safe. In these moments, culture isn’t just a vibe. It’s the energy driving us to make tough calls at speed. As businesses scale, the conventional wisdom is to add more processes and approvals, creating more layers between decision-makers and the work. That approach may seem like risk management, but it’s the fastest way to stall creativity and corrode trust. We take the opposite view. When the world turns toward hierarchy and compliance, we embrace conviction and courage. Culture is not a soft benefit, but the engine that drives growth and empowers us to quickly make the right calls. Here is a practical guide to building and sustaining an agency culture that drives business performance. ### Prioritize Action, Not Just Process High-performing cultures thrive on clarity, not consensus—clarity about who speaks up, who makes decisions and what’s expected when we’re faced with difficult decisions. Leadership is less about titles and more about who steps up and collaborates across every level. Commitment is personified through consistent, intentional action, rather than lofty pronouncements. We encourage *all* team members to contribute ideas because we know the best ones often come from those closest to the work. Creative brilliance thrives in a setting where everyone’s voice is valued. This approach doesn’t just foster better work, it cultivates trust and accelerates decision-making. ### Champion Individuality at Scale Top-performing teams are not driven by conformity. We must support individuality and reward excellence. We recognize the person behind the practitioner, celebrating broad perspectives, unique backgrounds and unconventional thinking. This environment draws top talent while ensuring that, as we grow, our people feel seen, heard and empowered to do their best work. Offer flexibility in how teams collaborate, problem-solve and present ideas. This allows people to lean into what they do best, raising the bar for the work itself. Freedom regularly yields unexpected creative solutions because the strongest idea wins, not the loudest voice or the most senior title. ### Embrace Radical Honesty Another myth of scale is that transparency creates risk. In reality, the real risk is silence. We treat radical honesty as a practical necessity, not as a cultural catchphrase. We make a point of regularly sharing our ambitions, setbacks, and learnings. By openly discussing our growing pains and inviting feedback from across all levels, we cultivate the psychological safety required for creative risk-taking. A recent company event, in which team members shared some of their biggest failures, showed that talking through what doesn’t work enables us to pivot faster. ### Operationalize Empathy Empathy is often misconstrued as niceness. But heart is about building talent systems that recognize the person behind the title, ensuring that as the business grows, individuals don’t feel diminished. When talent feels recognized, challenged and supported, they’re more committed and produce better work. It’s wise to cultivate a culture in which empathy is modeled by leaders who support and challenge employees through people-first policies, intentional practices and genuine connections. This not only enhances employee well-being but also drives engagement and creativity. The clearest test of culture isn’t what a company says about itself—it’s how it behaves when timelines compress, opinions clash or the assignment changes overnight. We’ve witnessed it firsthand: when a late-breaking client shift demanded a creative pivot in hours, not days, the team moved with confidence, clear on who could decide and be empowered to act. That’s when clients see whether they have a vendor or a true partner. This is the difference between culture as a language and culture as a set of behaviors. It cannot exist only in statements. It must be present in decisions and actions as well. In an industry that rewards speed, creativity, and trust, the agencies that win won’t be the ones with the most rules. They’ll be the ones with the strongest culture calculus. ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Musings **Tags:** BBH **Sections:** Community Voices --- ### [Audi A6 Celebrates Its 753km EV Range With an Ornate Tapestry in Spain](https://musebyclios.com/art/audi-a6-celebrates-its-753km-range-with-a-giant-tapestry-in-spain/) **Published:** March 3, 2026 **Author:** Amy Corr **Content:** The Audi A6 Sportback e-tron can drive 753 kilometers (467 miles) on a single charge, the longest electric range for the brand. To celebrate, Audi and Ogilvy Spain collaborated with textile artist Luna Muñoz to create a piece of art called “The Most Beautiful Journey.” So, 753 kilometers of thread were used to create a tapestry. It starts at the Cantabrian Sea with scenic views woven throughout. “In Spain, you can go from a mountain to a beach or a desert in a matter of hours. And that richness is unique,” says Muñoz. “This geographical diversity, with its cliffs, vineyards, forests, deserts and mountain ranges, is abstractly captured in the tapestry through textures and geometric forms, reflecting art’s ability to interpret reality.” The work was exhibited at ADN Galeria in Barcelona and divided into 180 small pieces to be distributed to collaborators. “In an environment saturated by AI, the artisanal world has become the voice of premium brands. The value of the handmade, the authentic, differentiates you and positions you as a ‘human luxury’ brand,” says Fran Arguijo, CD at Ogilvy Spain. ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Art **Tags:** Audi, Ogilvy Spain **Sections:** Trending --- ### [Hear This: Modern Brands Are Reinventing Classic Jingles](https://musebyclios.com/musings/hear-this-modern-brands-are-bringing-back-the-jingle/) **Published:** March 4, 2026 **Author:** Amy Corr **Content:** For years, jingles have been treated as a relic of advertising’s past with some even calling them relics of a different age. With cinematic storytelling, celebrity cameos and licensed soundtracks in the mix, some brands have deprioritized owning their sound in favor of borrowing cultural, temporary heat. At System1, we’ve tested thousands of ads with consumers to understand what drives both short-term sales and long-term growth. One finding is consistent: Distinctive assets, including jingles, materially increase brand recognition and amplify creative impact. And lately, we’re seeing something telling. The most culturally fluent brands aren’t abandoning jingles. They’re [modernizing](https://system1group.com/the-creative-dividend) them. ### The Return of the Jingle (Done Right) Recent campaigns show that jingles aren’t retro, they’re renewable. **Frosted Flakes** [remixed its 90s-era Tony the Tiger jingle](https://www.youtube.com/watch?v=M6oz9HZmhSM), collaborating with rapper JID to introduce the brand to a new generation while retaining its instantly recognizable sonic DNA. The melody stayed. The cultural context evolved. **Folgers** transformed its iconic “The Best Part of Wakin’ Up” into a [contemporary wake-up anthem](https://musebyclios.com/music/so-many-wake-up-songs-from-folgers/), building on classics pop tracks in the bargain. **Domino’s** launched a [collaboration with Shaboozey](https://www.youtube.com/watch?v=X6FX5Gf-E1A), blending country influence and modern swagger while ensuring the brand name is unmistakably embedded in the track. These marketers understand something critical: When you own your sound, you compound your equity. Play The Best Part of Wakin’ Up | Folgers### Why Jingles Work: There’s Science Behind Sonic Branding Creative effectiveness isn’t just about entertainment. It’s about being remembered and, more importantly, remembered correctly. Assets like logos, colors, characters, taglines and sonic devices increase brand attribution. Without them, even highly emotional creative risks misattribution or forgettability. Sonic branding consistently ranks among the most powerful devices for attribution. Why? Because sound shortcuts memory. A melody processes faster than a paragraph. A five-note sequence can signal a brand before a logo ever appears. When used consistently, jingles become cognitive anchors reducing processing effort and increasing fluency. And fluency drives choice. ### The Compounding Effect of Consistency One-off cultural moments can spark attention. But long-term growth is built through repetition. As Orlando Wood discusses in [Lemon](https://www.amazon.com/Lemon-advertising-brain-turned-sour/dp/0852941471), we’re drawn to what’s easy to process. Repetition builds familiarity. Familiarity builds preference. The brands winning with jingles today aren’t reinventing their sound every year. They’re codifying it. System1’s research shows that campaigns incorporating multiple distinctive assets see a significant uplift in brand recognition, with a notable jump once brands consistently deploy a broad system of assets working together. A jingle is rarely the only code. It works best when paired with color, logo, recurring characters and consistent tone. But unlike visual assets, sonic devices travel seamlessly across channels: TV, TikTok, radio, streaming, in-store and beyond. They’re portable memory structures. If brands are going to invest in sonic branding for the long term, execution matters. ### The Most Effective Jingles Share 4 Characteristics **Consistency over novelty**. Modernize if needed (remix, reinterpret, collaborate) but retain the core melody or mnemonic structure. **Memorable simplicity**. Short, melodic, repeatable. Complexity kills recall. **Emotional alignment**. Insurance brands lean into reassurance. Food brands lean into joy. The music must reinforce the feeling you want to own. **Distinctiveness**. In a world of licensed pop tracks, ownership is a competitive advantage. A custom jingle cannot be mistaken for a competitor’s. A jingle is an appreciating asset. Each exposure strengthens memory structures. Each remix refreshes relevance without resetting equity. Each repetition increases fluency. The brands revitalizing their jingles today aren’t being nostalgic for nostalgia’s sake. They’re leveraging decades of accumulated brand memory and making it culturally current. ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Musings **Tags:** Domino's, Folgers, Frosted Flakes, System1 **Sections:** Entertainment, Trending --- ### [Sky's the Limit for Aussie National Women's Soccer Squad](https://musebyclios.com/worldviews/skys-the-limit-for-aussie-national-womens-soccer-squad/) **Published:** March 3, 2026 **Author:** David Gianatasio **Content:** Here are some notable campaigns that broke far and wide in recent weeks, curated by Muse sibling [Ads of the World](https://www.adsoftheworld.com/). ### Football Australia, ‘Til it’s Done’ Agency: Ogilvy Australia “’Til It’s Done,” the rallying cry of the Australian women’s national football team, returns in a [stirring campaign](https://www.adsoftheworld.com/campaigns/til-it-s-done-671b56b9-bcda-4e0e-945f-b187304c9126) timed to the AFC Women’s Asian Cup 2026. Set to the country’s unofficial national anthem, “Waltzing Matilda,” the film captures the team’s grit and unity, reigniting the spirit that defines them. Play ### Arthaland Una Apartments, ‘Not For Sale’ Agency: Gigil A man walks into what appears to be a thrift shop where nothing is actually for sale. In fact, it is not even a shop, but a man’s home. The items on display turn out to be the owner’s regrets, painful memories he has been holding onto and unable to let go of. To help him move forward, the visitor takes him on a wacky, [Willy Wonka-style tour](https://www.adsoftheworld.com/campaigns/not-for-sale-d2b82a75-ce5a-45aa-b90d-6d04cabe674c) of Una Apartments, touted as “homes built to last and never to become a regret.” Play ### Singapore Health Promotion Board, ‘Salt Buries True Flavors’ Agency: TBWA\\Singapore Singapore’s most beloved flavors are disappearing. Hidden beneath familiar dishes lies an invisible threat that has slowly buried the authentic tastes of local delights and dulled taste buds over time. Too much salt. With the invisible threat exposed, the campaign offers hope through a [retro-inspired film](https://www.adsoftheworld.com/campaigns/salt-buries-true-flavours) that follows our protagonist as his ancestors stage a playful three-week intervention from beyond. Play ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Worldviews **Tags:** Arthaland Una Apartments, Australian Women's National Football Team, Singapore Health Promotion Board **Sections:** Entertainment, Trending --- ### [Super Noodles' First Ad in 7 Years Is a Manic Musical Mess](https://musebyclios.com/music/super-noodles-first-ad-in-7-years-is-a-musical-mess/) **Published:** March 2, 2026 **Author:** Amy Corr **Content:** An orchestra conductor cannot keep his craving for Batchelors Super Noodles a secret in the brand’s first ad in seven years. From McCann, the spot follows the wandering gaze of the conductor, who spotted a sound engineer prepping a pot of Super Noodles. He rushes through an orchestral piece, as musicians try their best to keep up with his pace. Chaos ensues, but the conductor’s able to nab that pot of noodle goodness. This marks the debut of the brand’s “Irresistibly Batchelors” platform. “Our new ad brings to life those can’t-ignore cravings! It’s a joyful, flavor-filled reminder that when the craving hits, nothing beats the lip-smacking taste of Super Noodles,” says Kate Yateman-Smith, marketing director at brand parent Premier Foods. It was directed by Biscuit’s Damien Shatford, with sound design from String and Tins. The crew filmed in Budapest with a live orchestra. ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Music **Tags:** McCann, Super Noodles **Sections:** Trending --- ### [Astronauts and Skeletons Whistle and Strut for Telstra](https://musebyclios.com/advertising/animated-characters-whistle-and-strut-for-telstra/) **Published:** March 2, 2026 **Author:** David Gianatasio **Content:** More strutting! More whistling! More cute energetic animation! Such is the stuff of Telstra’s latest “Wherever We Go” campaign from Bear Meets Eagle on Fire. [Last year’s effort ](https://www.youtube.com/watch?v=VSE72-8gvcc)introduced a lanky dude named Mick and his bird-buddy. They displayed tuneful swagger in a cartoon that generated tens of millions of views. Today, Telstra goes bigger, with neighbors, workmen, chickens, rats, astronauts and the undead joining in: Whistling past the graveyard. Well played, Telstra. (The soundtrack features a reworked version of [“Islands in the Stream.”](https://www.youtube.com/watch?v=UaNGtgYwSsU)) “We knew we wanted to revisit Mick and the walk duet, but we wanted to find the right moment and way to do it,” agency CCO Micah Walker tells Muse. “Because the first spot and ‘walk’ picked up so much organic traction last time during the rugby and Aussie Footy coverage, we felt like the start of this years’ footy season was the right moment.” Working with Somesuch directors [Alan Smith and Adam Foulkes](http://smithandfoulkes.co.uk/), the team crafted the sequel “in a way that felt bigger but also more playful.” The first film showed two characters in lock step as a metaphor for Telstra and its customers. The follow-up “is more about that journey being welcome to everyone. There are all kinds of easter eggs in this one as well, so little nuggets for people to pick up on,” Walker says. Telstra’s been on an impressive creative journey of its own of late. Notable work includes elements like a [giant synthesizer](https://musebyclios.com/environment/telstra-built-a-giant-synthesizer-from-old-tech-devices/) built from trash, a tiny [stop-motion town](https://musebyclios.com/advertising/telstras-stop-motion-brings-a-tiny-town-to-life/) brimming with life and Steve Buscemi as a [frazzled galactic potentate](https://musebyclios.com/film-tv/steve-buscemi-plays-a-frazzled-galactic-emperor-for-telstra/). “It’s never only about entertainment,” Walker says. “Brand and reputation-led campaigns tend to get the most press coverage, but even then, it’s not about entertainment for entertainment’s sake.” “Our ‘Villains’ campaign (with Buscemi), for example, was built off a message about network security. The series of 26 [‘Better on a Better Network’](https://www.youtube.com/watch?v=7FCJNnSAnK8) spots were all about Telstra’s superior coverage, and so on.” ![](https://cdn.musebyclios.com/wp-content/uploads/2026/03/02074326/tel-3.jpeg)“What we don’t do is try to cram everything into everything. It’s about the right message at the right moment. Every campaign runs deeper across the funnel than what a press release might focus on.” Here, the frames are packed with sights, sounds and motion. But there’s no hard-sell or USP/pricing clutter. This new work delivers a sunny vibe, succeeding with simplicity. “There will always be moments that focus on beautifully executed, hard-working retail messages, as well as moments where the brand’s imaginative storytelling takes the lead,” Walker says. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/03/02074402/tel-1.jpeg) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Ad of the Week, Advertising **Tags:** Bear meets Eagle on Fire, Telstra **Sections:** Entertainment, Trending --- ### [Thinking of Making Your First Short Film? Start Moving](https://musebyclios.com/film-tv/thinking-of-making-your-first-short-film-start-moving/) **Published:** March 3, 2026 **Author:** Shahnaz Mahmud **Content:** As a first-time filmmaker, these words written by the poet [Rumi](https://en.wikipedia.org/wiki/Rumi) wholly resonate: “When you start to walk on the way, the way appears.” Last August, I decided to take a leap of faith and make my short film, “The Blossom.” I had recently gotten the iPhone 16 Pro and felt armed enough to move forward with my project. I was able to raise some money—not enough, or so I thought, to make a quality film. But, with the end of the year in sight, I had reached the point of now-or-never. I researched films made on the iPhone. Signed up for a class at the Apple Store on how to use the camera to its full benefit. Then I began to make production plans. I set a goal and decided to push forward no matter the outcome. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/02/28165221/Main-for-Muse.jpeg)The plan was to enlist a gaffer, two PAs and a cast of eight. My mom, a talented creative, was already on board as stills photographer. The first hire I made was [Islam Gimazov](https://www.instagram.com/islgim/?hl=en) for the gaffing position, who asked if he could also take on the role of cinematographer using his own camera equipment. He and I had something in common: How can you get people to take you seriously when they believe you lack experience? Determination and self-belief carry you through. Once the team was assembled, I gave everyone a shooting script and handed the talent the backstory for their characters. Specific shots that I created were already worked out with Crayola crayons on my storyboard. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/02/28165337/Diya-and-Co.jpg)I was a one-woman show: writer, director, producer—and driver. I hadn’t driven in eight years and cars had changed; I didn’t even know how to start the motor. But, [Sam Jackson](https://www.instagram.com/iamsosiam/?hl=en), one of my set PAs, guided me. Somehow, we made it up to Orangeburg, N.Y.—about 40 minutes outside of Manhattan. This experience was an empowering moment. I felt ready for the day’s shoot, and started to ease into my role as director once the scene was set and I called “action!” Our production facility, [The Douglas House](https://www.thedouglashouse.com/), satisfied six locations in the script and supported certain themes captured by colors—like the reds that appear throughout. I emphasized specific colors in my wardrobe requests from the actors, too. I was lucky to be covering the [New York Film Festival](https://en.wikipedia.org/wiki/New_York_Film_Festival) while I prepped my film. I watched 27 films during the festival’s run, studying how much color plays into the emotional state of each scene and overall production design. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/02/27163956/The-Blossom-Photos-for-MBC-Article-4.jpeg)I look back on Day 2 with a smile. I dragged the talent and crew around locations in Central Park all morning. My mom cooked us a wonderful curry lunch at my apartment. I cannot express in words what it means to work with supportive people who truly want to see “The Blossom” do well. And that continues as I move through this journey. One of the actors, [Dhanish Kolar](https://www.instagram.com/dhanishkolar/?hl=en), for example, [created an IMdB page for the short](https://www.imdb.com/title/tt39107548/) pretty soon after the shoot. I didn’t have people in place for post-production. I went through the [NYWIFT ](https://www.nywift.org/)directory for an editor and found [Susan B. Ades](https://www.pullingittogetherproductions.com/about-me), who has a background in art. I felt she could add a measure of poetry to the film with those skills, which is how things unfolded in the edit. I have discovered so much about the entire process related to filmmaking—from prepping to marketing. And more importantly, about myself. The biggest thing is: Take that leap of faith! The only way to know your path is to start moving. **CREDITS** Production Crew & Post-Production Personnel Shahnaz Mahmud – Writer & Director Susan B. Ades – Editor Anthony Bartucca – Sound Mixer Matt Broadfoot – Sound Designer / Sound Editor / Sound Re-recording Mixer Islam Gimazov – Cinematographer / Gaffer / Colorist Sam Jackson – Set P.A. Shireen Mahmud – Stills Photographer Kathryn Mayer – Set P.A. Cast Bhumika Jain – Sabina Gautam Kannan – Abhijit Leah Khambata – Farahnaz Dhanish Kolar – Jagan Raquel Orendáin Shrestha – Maya Blake Rapino – Young Sabina Diya Saxena – Young Maya Joshua Zac Phillip – Young Abhijit Production Company Sirocco Productions, LLC ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** Film and TV, Musings **Tags:** Shahnaz Mahmud, The Blossom **Sections:** Community Voices, Entertainment --- ### [Magnum Unwraps Fresh Batch of Artsy Ice Cream Commercials](https://musebyclios.com/advertising/magnum-unwraps-fresh-batch-of-artsy-ice-cream-ads/) **Published:** March 2, 2026 **Author:** David Gianatasio **Content:** It’s winter. Time for edgy ice cream! Magnum and LOLA Madrid reprise their brooding [black-and-white aesthetic](https://www.youtube.com/watch?v=uH1PXkG8qD8) in films, digital, OOH and print dropping today across the U.K., France and China. Now, to spur off-season sales, dramatic sunshine silhouettes take on familiar, tasty forms… It’s like Ingmar Bergman made ice cream commercials. (And if he was around today, dude would fire up AI and get on the stick.) In fact, Leslie Zhang and Da Dong directed via Lunar Films Shanghai. “The original idea came from a simple tension: ice cream sales drop in winter, yet the desire for pleasure doesn’t,” says agency ECD Tomás Ostiglia. “This next chapter builds on that platform by turning sunlight into something people can act on—not just a feeling, but a reason to indulge.” “With ‘Schedule the Sun,’ Magnum evolves the ‘Find Your summer’ platform while maintaining its distinctive identity,” adds brand global VP Goze Iscan. The push “celebrates fleeting moments of warmth” and “invites people to savor” such experiences (along with Magnum bars, natch.) As part of the campaign, viewers can opt in for weather updates to follow the sunshine. Overall, the work succeeds by defying category expectations. Some might find Its noir sensibility irresistible. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/03/02083850/mag-last.jpeg)At first, posters were planned as the crux of the campaign. “But then we asked ourselves what if they breathed? What if that beam of sunlight, shaped like a Magnum, didn’t just sit on a wall but moved, lived, touched people?” Ostiglia tells Muse. “The moment it came to life, it stopped being a print idea and became something cinematic. Those moving pieces evolved into a series of idents—small, elegant interruptions designed to invite people to schedule the sun. Not shout about it. Simply suggest it.” During the shoot, “the mood was focused, almost reverential,” he recalls. “When you’re working with light as your main character, the atmosphere becomes patient. Precise. You build the conditions, and then you wait for the magic to land in the lens.” If you were wondering about AI and digital trickery—nope, the team relied on practical effects. “We built bespoke sets designed specifically to cast the Magnum silhouette through carefully engineered lighting,” Ostiglia recalls. “It’s a quiet homage to cinema, to doing things physically, sculpting with shadow and beam, allowing light to wrap around the actors in a way that feels tangible. The warmth you see isn’t simulated. It happened for real.” “That required precisión in construction and everything else. When something is practical, there’s nowhere to hide. It either works or it doesn’t. But that honesty is also its power. When light is real, the feeling is real. And that’s what we were chasing.” ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** lola madrid, LOLA MullenLowe, Magnum Ice Cream **Sections:** Trending --- ### [How Ronald McDonald House Became Canada’s Most Unexpected Real Estate Listing](https://musebyclios.com/musings/how-ronald-mcdonald-house-became-canadas-most-unexpected-real-estate-listing/) **Published:** March 3, 2026 **Author:** David Gianatasio **Content:** People love browsing real estate online. It’s an act of escapism, curiosity and something to do with your thumbs to fill the time. So, instead of asking people to stop what they were already doing and pay attention to a charity, we decided to do the opposite: use their love of real estate browsing and let it pull their attention towards Ronald McDonald House Canada. That instinct is what pushed our team at Cossette to find a different way to help people understand Ronald McDonald House Canada, not as a nice-to-know charity, but as an essential service for families with critically sick and injured children. We started with a simple truth: If you want someone to understand the value of a home, you let them walk through it. Today, “walking through a home” often happens before an in-person visit. Online real estate browsing is a global habit. People can’t get enough. They don’t need to be convinced to engage with property listings, they’re already doing it. So, instead of interrupting people with a traditional message, we embedded Ronald McDonald House in the real estate ecosystem itself. The campaign started by putting “For Sale” signs outside select RMH locations in Ontario and Quebec. Even though the listings were fake, the signs triggered real reactions. I’ll never forget that while we were installing one sign, a woman driving by pulled over, rolled down her window, and asked in a panic, “Is it going up for sale?” When we told her it was an awareness campaign, she expressed her immense relief before driving away. In that moment, we saw the potential impact of the campaign. By showing Canadians what they could lose, we’d remind them how essential RMH programs are for families across the country facing the unimaginable. From there, the campaign expanded into a full real estate experience. Listings went live on platforms like Wahi and Kijiji. Popular creators shared house tours. In-person open houses brought the idea to life. RMH became a must-view property on the Canadian real estate scene. All the campaign pieces drove people to a listing-inspired site that gave visitors a deeper and more emotional view of Houses’ “features.” Kitchens became stories of shared meals between families away from home. Bedrooms became sanctuaries after long treatment days. Living rooms became places where the community of families came together to bond and support one another in their struggles. Even the typical mortgage calculator was reimagined as a cost-to-stay tool that revealed the financial burden of travelling to access care for a critically sick or injured child. This highlighted the invisible costs tens of thousands of families would have to endure each year without the support of RMH across Canada. As people become more discerning about where they give, creative work has to do more than tug at heartstrings. It must make impact visible. Sometimes the best way to do that is not to ask for attention, but to earn it by showing up in a place where people are already looking and inviting them to look again through a different lens. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/03/03155415/mc-2.jpg) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings **Tags:** Ronald McDonald House **Sections:** Community Voices --- ### [Ikea Pits Designers Against Each Other to Create Dream Kitchens](https://musebyclios.com/design/ikea-pits-designers-against-each-other-to-create-dream-kitchens/) **Published:** March 2, 2026 **Author:** Christine Champagne **Content:** May the best kitchen win! Two of Canada’s top TV personalities in the home improvement space—[Scott McGillivray](https://www.instagram.com/scott_mcgillivray/ "Scott McGillivray") and [Debra Salmoni](https://www.instagram.com/debra_salmoni/ "Debra Salmoni")—build dream kitchens in [Ikea Kitchen Showroom Showdown](https://www.youtube.com/watch?v=G45DWKULST8 "IKEA Kitchen Showroom Showdown"). Each competitor seeks to win bragging rights and a Golden Allen Key trophy in a new YouTube competition series produced by Ikea Canada. This isn’t the first time the brand has invested in short-form content on the platform. In 2020, the company launched Swede Space, a series that offered budget-friendly solutions to home design dilemmas. Affordability is also top-of-mind on this new show. “With the cost of living rising, many Canadians are pressing pause on renovation plans. Our goal is to show that with Ikea, creating a beautiful, functional kitchen is still within reach,” says Jonelle Ricketts, the brand’s head of marketing. Below, Ricketts delves into the thinking behind the Showroom Showdown. Play **MUSE: Why did you choose to produce this series for YouTube?** Jonelle Ricketts: With Canadians increasingly turning to YouTube for home inspiration and learning, it’s the perfect environment to reach viewers where they’re already discovering ideas and solutions. **You could have made one long episode, but you broke up the content into five shorter episodes. What are the benefits of going short form?** We broke it into a series rather than one long episode because Canadians prefer bite-sized content that they can watch all at once or in short bursts. This provides flexibility and supports varied attention spans. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/03/01142625/Showroom-Showdown-Debras-Kitchen-1024x683.jpg)Debra Salmoni’s dream kitchen design **What parameters did you set for the designers?** Our creative direction was guided by a simple insight: the kitchen remains the heart of the home for many Canadians, yet today’s economic pressures are causing people to delay the upgrades they truly want. We want to show that with Ikea, creating a kitchen that fits your style, needs and budget is still achievable. **What did you think of the kitchens Scott and Debra were able to create?** Each of them leaned into a completely different style, all while keeping our three criteria front and center—organization, functionality and overall design impact. What I loved most is how they brought our life-at-home insights into their designs, making sure the solutions addressed the real challenges Canadians are facing in their kitchens today. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/03/01142718/Showroom-Showdown-Scotts-Kitchen-1024x683.jpg)Scott McGillivray’s dream kitchen design **[McGillivray Group](https://mcgillivraygroup.com/ "McGillivray Group") produced the series. What kind of expertise and skill did Scott’s company, which does TV and branded content, bring to this project?** Working with the MacGillivray Group was a fantastic experience. As a full-service content and production company, they can truly handle projects of any size—from early concepting and strategic development to creative execution, production and post-production. Their team brought our ideas to life with skill and creativity, and they were incredibly flexible and responsive at every stage. Most importantly, they were genuine partners: collaborative, solutions-focused and a fun team to work with day in and day out. Here’s a blooper reel: Play ![author avatar](https://secure.gravatar.com/avatar/bca57dd4723116a5018776272ebed389875689a3404acf351677240c4d746cec?s=300&d=mm&r=g) Christine Champagne [See Full Bio](https://musebyclios.com/author/christine-champagne/) [ ](https://musebyclios.com/author/christine-champagne/) **Categories:** Design **Tags:** Ikea **Sections:** Entertainment, Lifestyle --- ### [Billboards Display Tiny Images to Hype Museum of Photography](https://musebyclios.com/advertising/billboards-display-tiny-images-to-hype-museum-of-photography/) **Published:** March 3, 2026 **Author:** David Gianatasio **Content:** Prepare to squint. [Fotografiska](https://stockholm.fotografiska.com/sv) believes great images deserve to be viewed at their full size, not shrunken down in social feeds. To make that point and attract visitors, the photography museum in Stockholm created billboards with snaps from [Elliott Erwitt](https://www.elliotterwitt.com/). The pics are displayed in sizes fit for mobile phones. Naturally, the images get lost in the airy outdoor spaces, illustrating the tagline: “Photography deserves more than your feed.” ![](https://cdn.musebyclios.com/wp-content/uploads/2026/03/03091655/pic-3-1.jpg)“This is a fun way to highlight how much is actually lost,” says Clara Uddman, creative at Save Our Souls, which helped develop the campaign. “When you realize how small the experience is on a screen, it sparks the desire to see the images as they were meant to be experienced.” Below are some of Erwitt’s photos from the campaign. Better to see them live in Sweden, though. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/03/03101553/pic-1.jpeg)![](https://cdn.musebyclios.com/wp-content/uploads/2026/03/03101620/pic-b.jpeg)![](https://cdn.musebyclios.com/wp-content/uploads/2026/03/03101638/pic-c.jpeg)**CREDITS** Jenny Kaiser, Managing Director, Fotografiska Robert Zillén, Marketing Director, Fotografiska Agency: Save Our Souls Client Director & Strategist: Axel Tesch Account Manager: Astrid Wassén Creative Director: Olle Langseth Creative Director: Clara Uddman Designer: Joakim Aronsson ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Fotografiska, Save Our Souls **Sections:** Trending --- ### [Cat Wears a Shoe as a Hat and 'Breaks the Internet' for TK Maxx](https://musebyclios.com/fashion-and-beauty/cat-wears-a-shoe-as-a-hat-for-tk-maxx-and-breaks-the-internet/) **Published:** February 27, 2026 **Author:** David Gianatasio **Content:** If a cat inadvertently modeled a loafer as a hat, would it become an internet fashion sensation? Thankfully, we live in an age when such microprocessor miracles are commonplace, as we learn in this very amusing TK Maxx spot from Wieden+Kennedy London: A-lister [Andreas Nilsson](https://musebyclios.com/worldviews/poo-poo-poo-a-rallying-cry-for-school-kids-afraid-to-visit-the-loo/) directs with admirable quick-cut energy. The :40 succeeds as both marcom and social satire, because critters all too often get 15 minutes of fame for [just such antics](https://www.mediapost.com/publications/article/413084/viral-monkey-video-drives-ikea-toy-sell-out.html?edition=141706) that boost brands. There’s great shtick on display, though tabby’s signature needs work: ![](https://cdn.musebyclios.com/wp-content/uploads/2026/02/27082536/cat-2.jpg)Commercials featuring cats have purred along impressively so far in 2026. Twice already, they’ve taken Muse Ad of the Week honors. First, giant kitties stalked a town for[Peugeot](https://musebyclios.com/advertising/for-peugeot-giant-cats-prowl-an-awesome-model-city/). And this very week, regulation-size felines swarmed [Omoda](https://musebyclios.com/advertising/real-water-cats-and-flowers-drive-uncommons-work-for-omoda/). ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Fashion and Beauty **Tags:** TK Maxx, Wieden+Kennedy **Sections:** Trending --- ### [UFC's Michael Kerman on Crafting Meta AI Content Starring Paddy Pimblett](https://musebyclios.com/2-minutes-with/ufcs-michael-kerman-on-crafting-meta-ai-content-starring-paddy-pimblett/) **Published:** March 1, 2026 **Author:** Shahnaz Mahmud **Content:** [Michael](https://www.linkedin.com/in/michael-kerman-01/) is a senior producer within UFC Originals. Since joining in 2019, he has played a key role building a broad foundation in linear, studio, short-form and long-form storytelling. Michael leads production efforts for partners including Meta, IBM, DraftKings, Crypto.com and Bud Light. He has also directed campaigns for Meta AI and Meta Wearables. In addition to overseeing branded content, Michael recently produced the UFC/Paramount+ announcement video that aired during the Thanksgiving NFL broadcast on CBS. And he directed the Zuffa Boxing promo video featuring Dana White. We spent two minutes with Michael to learn more about his background, his creative inspirations and recent work he’s admired. # Michael, tell us … ### Where did you grow up, and where do you live now? I grew up in Los Angeles and never imagined I’d leave. Life had other plans, and I now live in Las Vegas. ### What is your earliest sports memory? Playing catch in the yard with my dad. He made me learn to catch barehanded before he bought me a glove. I can still picture the slight slope of the grass, the overgrown tree roots and the mix of shade and dry San Fernando Valley heat. ### Who are your favorite sports team(s)? Being from Los Angeles, I’ll always ride with my hometown teams. Growing up during the [Kobe](https://en.wikipedia.org/wiki/Kobe_Bryant) and [Shaq ](https://en.wikipedia.org/wiki/Shaquille_O'Neal)[Lakers ](https://en.wikipedia.org/wiki/Los_Angeles_Lakers)era was special. And as a lifelong [Dodgers](https://en.wikipedia.org/wiki/Los_Angeles_Dodgers) fan, the current run has deepened that loyalty and love. ### Who are your favorite athlete(s)? [Mariano Rivera](https://en.wikipedia.org/wiki/Mariano_Rivera), for throwing the same pitch every time and still being unhittable. [Michael Jordan ](https://en.wikipedia.org/wiki/Michael_Jordan)for his competitive brilliance. And the entire [Dodgers 2025 World Series roster](https://www.mlb.com/press-release/dodgers-announce-2025-world-series-roster). Can’t leave out the [UFC](https://en.wikipedia.org/wiki/Ultimate_Fighting_Championship) athletes I’m fortunate enough to work with. They are elite performers doing an incredibly demanding and humbling job. I have deep respect and admiration for what they put themselves through. ### What is your favorite sports movie and/or show? Film: I know every word of [The Sandlot](https://en.wikipedia.org/wiki/The_Sandlot). It’s my favorite movie of all time, not just my favorite sports film. TV: [Hard Knocks ](https://en.wikipedia.org/wiki/Hard_Knocks_(2001_TV_series))was groundbreaking and remains impressive for its production quality and turnaround. At UFC, we produce some excellent original programming which I consume regularly. [UFC Embedded](https://www.imdb.com/title/tt4572042/) and [UFC Countdown](https://www.ufccountdown.com/) are shows I’d recommend to anyone curious about the UFC and its stars. These are the series that helped turn me into a UFC fan in the first place. ### What is your favorite sports podcast or news show? # [SportsCenter](https://en.wikipedia.org/wiki/SportsCenter). It’s a reliable one-stop shop, which matters when you’re a dad with two young kids and limited free time! ### What is your favorite sports video game, if you have one? [NFL Blitz](https://en.wikipedia.org/wiki/NFL_Blitz) and [MLB Slugfest](https://en.wikipedia.org/wiki/MLB_Slugfest) are my all-time favorites. They’re wildly over the top and probably could not be made today. But they defined countless sleepovers growing up. ### What is a recent project you’ve been part of that you’re proud of? The UFC branded content team produced a spot for our partner [Meta AI ](https://en.wikipedia.org/wiki/Meta_AI)featuring UFC star [Paddy Pimblett.](https://en.wikipedia.org/wiki/Paddy_Pimblett) It surpassed 200 million Instagram views within a week. ### Can you share someone else’s recent work that you admire? Director [Jim Jenkins ](https://www.imdb.com/name/nm11400705/)consistently delivers exceptional work. His attention to detail and comedic instincts elevate every project he touches. Just watch this year’s Super Bowl broadcast and you’re sure to see some of his work. ### What can sports do that nothing else can? Sports create a shared emotional language that cuts across background, age and belief. They allow people to experience triumph, heartbreak, rivalry and belonging in real time, helping them form connection and community as few other things can. I’d encourage everyone to keep playing as adults, whether that’s joining a co-ed league, a running group or simply playing catch barehanded with their kids. ### What would you be doing if you weren’t working in the sports space? Teaching a creative leadership course. Helping people collaborate better, communicate with empathy and grow their skills is something I’m deeply passionate about. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.]() ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Sports **Sections:** Community Voices, Entertainment --- ### [The Rise of Creators as Production Partners](https://musebyclios.com/musings/the-rise-of-creators-as-production-partners/) **Published:** February 27, 2026 **Author:** David Gianatasio **Content:** For years, brands have hired creators primarily for distribution. The value was access: reach their audience, borrow their credibility and spark conversation in places traditional advertising struggled to penetrate. That model has not disappeared. But a second use case is rapidly scaling. Brands are no longer hiring creators only to post. Increasingly, they are hiring them to produce. What looks like influencer marketing on the surface is becoming something closer to a distributed production system. ### The New Production Stack Modern creators often operate with capabilities that rival small production teams: filming, editing, motion graphics, sound design, trend fluency and real-time iteration informed by performance data. Many can concept, shoot and deliver platform-ready assets in days, sometimes hours. This is not scrappy content. It is platform-native creative engineered for feeds where authenticity, speed and relevance outperform polished but distant brand messages. Creators are also optimized for volume and variation, producing multiple formats and storylines that can be tested and redeployed across channels. For marketers, this is not just content. It’s optimization fuel. The challenge is that most brand organizations were built around centralized production: long timelines, tightly controlled shoots and limited outputs. Creator-driven production flips those assumptions. When hundreds of creator assets begin flowing into paid media, owned channels retail, and e-commerce, friction can appear. Legal teams encounter usage scenarios that don’t fit legacy contracts. Creative teams face approval cycles that outlast platform trends. The constraint is no longer creative supply. It is organizational readiness. Brands often unintentionally dilute the speed and cultural relevance they hired creators to deliver by routing them through processes designed for a different era. ### Instinct is the Real Differentiator What separates creators from traditional production partners is their proximity to audience behavior. Many have been publishing consistently for years, living inside comment sections, testing formats and watching performance signals shift in real time. That repetition builds instinct. Creators know when something will resonate because they have felt resonance before. They understand pacing, framing, tone and tension from daily feedback loops with real communities. A creator can post, test a hook and know within hours whether it sparks conversations—then refine and scale what works before a traditional campaign would even enter final approval. That ability to prototype in public is why creative freedom matters. Overly prescriptive briefs interrupt the feedback loop that makes creators valuable. When brands treat creators as rigid executors of prewritten scripts, they miss the deeper advantage: a creator’s fluency with their audience and ability to navigate performance signals without losing authenticity. ### From Campaign Oversight to Production Orchestration As creators take on a larger production role, marketers must shift from managing discrete campaigns to orchestrating ongoing content ecosystems. That starts with upstream planning. Briefs should define objectives, guardrails and use cases rather than prescribing every creative detail. Usage rights need to be considered early if assets will travel across paid, owned, commerce and in-store environments. Approval workflows must prioritize speed. Measurement should evaluate performance across iterations, not just a single deliverable. Forward-thinking brands are also building processes to redeploy creator content as modular building blocks. One creator shoot can support weeks or months of activity when captured with downstream uses in mind. GoPro and Airbnb have long operated with creators as a distributed production layer, sourcing campaign assets from users embedded in real experiences rather than staged shoots. At the same time, many brands (especially CPG, home goods and beauty) now rely on anonymous or “faceless” UGC creators to mass-produce product demos and lifestyle clips, effectively outsourcing everyday content production to a network of micro-studios. ### The Bottom Line Treating creators solely as media channels limits their potential. Treating them as production partners, and giving them the creative freedom to operate as such, unlocks scale. The rise of creators as production partners is not a replacement for influencer marketing. It is an expansion of it. Brands that adapt their legal frameworks and asset strategies will unlock speed and relevance across channels. Those that rely solely on legacy production models may find themselves unable to keep pace with the volume and agility modern marketing requires. Creators are still powerful voices. Increasingly, they are also the infrastructure shaping how brand content gets made, tested and scaled. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings **Tags:** Influencers **Sections:** Community Voices, Entertainment --- ### [Telstra Built a Synthesizer From Old Devices](https://musebyclios.com/environment/telstra-built-a-giant-synthesizer-from-old-tech-devices/) **Published:** February 27, 2026 **Author:** Amy Corr **Content:** Here’s how Telstra in Australia played a brand new song via discarded tech devices. With the help of +61, Bear Meets Eagle On Fire and electro-band [The Avalanches](https://en.wikipedia.org/wiki/The_Avalanches), the telco created a synthesizer made from recycled items including trashed phones, modems, soundboards and a vintage game controller. (We’re here for that vintage controller!) The synth was designed and built by Scott Stirling to highlight how much e-waste is produced by Australians each year—22kg per person. “We wanted to show that e-waste can be repurposed into something that people can relate to universally,” says Robbie Chater of The Avalanches. “Through music, we are demonstrating the amazing link between sustainability and creativity.” Telstra’s goal for the rest of the decade is to either recycle, repair, donate or reuse one smart device for every two sold. The synthesizer will be on display in Telstra’s flagship store in Melbourne for two months. **CREDITS** Creative Agency: +61 with Bear Meets Eagle on Fire Media Agency: OMD Australia PR & Communications agency: Herd MSL Client: Telstra Chief Marketing Officer: Brent Smart Head of Brand and Communications: Alita McMenamin Brand and Sponsorship Lead: Nicola Reeves Marketing Specialist: Rosalind Lewis Internal & External Communications: Telstra Comms team Production Company: Revolver Performance film Director: Matt Devine Project & Design film Director: Scott Stirling Synth Build & Design: Scott Stirling & Hugh Burridge, The Avalanches Performance film DOP: Stefan Duscio Design film DOP: Tommy Thoms MD/Co-Owner: Michael Ritchie Executive Producer/ Partner: Pip Smart Producer: Lily Warland Snr Producer (Post): Alex Kember Performance film Production designer: Sam Lukins Design film 1st AC: Jesse Phillips Design film Build Support: Michael Bennett Design film CAD Drafter: Jonathan Tran Design film Graphic Design Assistant: Madeleine-Eve Pattison Design film Production Design: Scott Stirling + Sam Lukins Design film Props Assistant: Bridget Shapter Post-Production Performance film Editor: Luke Crethar Performance film Colourist: Ben Eagleton Design film Editor, Colourist, VFX Compositor: Scott Stirling 3D Artist: Leslie Sharpe Retoucher: Colour Cartel/Elise Healy Additional Editor: Kent Hau Additional Motion Designer: Emily Cheung Sound: Sonar Music Synth Compositions: The Avalanches (Robbie Chater, Tony Di Blasio) Executive Producers: Sophie Haydon, Haylee Poppi Sound Engineer: Josh Dives ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Environment **Tags:** +61, Australia, Bear meets Eagle on Fire, Music, Telstra **Sections:** Entertainment, Trending --- ### [10 Classic Album Covers to Entice Your Senses](https://musebyclios.com/art-of-the-album/10-classic-album-covers-to-entice-your-senses/) **Published:** February 27, 2026 **Author:** Amy Corr **Content:** I am an absolute music geek and this could have easily become a rabbit hole I never climbed out of. I own over 4,000 albums on vinyl. My CD collection might eclipse that number—I just haven’t cataloged them yet. I don’t know if this is my actual Top 10. I’d probably need to go on a four-month excursion to truly land that list. The stories behind the 10 below just seemed to flow. I love album art. I adore music. And I find the tie between the two mesmerizing. ### Phish ### Rift (1993) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/02/26133625/AOTAPhish.jpg)I came into Phish by sifting through my older brother’s CDs. I was enthralled by this cover the moment I saw it. My favorite color is blue, so it had an immediate pull. The art was so unique, and as I listened, I began to realize that every element referenced lyrics from the songs. That record ended up shaping how I wanted my guitar playing to sound. And the cover taught me how important visuals can be in enhancing the album experience. ### Jimi Hendrix ### Band of Gypsys (1970) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/02/26133620/AOTAJimiHendrix.jpg)My older brother had just graduated college and was preparing to travel cross-country in a beat-up van. We were driving when he popped in this CD. There it was: The fiery character with a guitar, bathed in red, yellow and green light. Then the music kicked in and I heard, “An old friend with a brand new name—the Band of Gypsys!” The artwork spoke to the rebellion that 1970 represented, and the track “Who Knows” just poured from the speakers. I still obsess over that album and own five different versions on vinyl. ### The Smashing Pumpkins ### Mellon Collie & the Infinite Sadness (1995) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/02/26133627/AOTAThe-Smashing-Pumpkins.jpg)This was the first double-CD package I ever saw, and the art was outrageous. I stole it from my older sister’s room and played “Bullet With Butterfly Wings” on repeat. The contrast blew me away—beautiful, ornate artwork paired with raw rebellion and poetic angst. ### Cat Stevens ### Tea for the Tillerman (1970) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/02/26133558/AOTACat-Stevens.jpg)The visuals feel like an invitation to a magical kingdom where you’re going to learn a few life lessons. And that’s exactly what the record delivers, especially on songs like “Father and Son” and “Wild World” Those tracks can guide you through life, just like a great children’s book. ### Dave Matthews Band ### Under the Table and Dreaming (1994) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/02/26133610/AOTADave-Matthews-Band.jpg)When I saw this super-cool cover, not realizing it was a vintage carnival wave swinger, I popped the CD in. The first thing you hear is that killer snare drum roll on “The Best of What’s Around,” and I was immediately hooked. Years later, while interning at EMI, I met the guy who designed the cover, Thane Kerner. I couldn’t get three words out without stuttering. ### Everlast ### Whitey Ford Sings the Blues (1998) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/02/26133612/AOTAEverlast.jpg)My first musical love was hip-hop—I used to scratch records in grammar school. By sixth grade I had a guitar but still loved hip-hop and had no idea where I fit in. Then here comes this guy, tatted up, wearing a cowboy hat with no sleeves, smoking behind the door of a beat-up truck. It was acoustic and soulful. It rocked. But it also had the hip-hop spirit I’d grown up with. Everything clicked. For about two years, I wanted to be Everlast. ### Ani DiFranco ### Dilate (1996) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/02/26133552/AOTAAni-DiFranco.jpg)My mom knew I lived for music, and she’d drop me off at the used CD shop while she and my sister ran errands. I’d dig through the bins for hours, then bring anything interesting into the listening booth. I’ll never forget pulling out a CD with a young woman on the cover—dreadlocks woven with streaks of green and blue. I expected hard rock. Instead, I heard the most ripping acoustic guitar, paired with an angst-ridden voice that carried sweetness and soul. Lyrics like “F\*\*\* you and your untouchable face” sounded like heartbreak—but not surrender. ### Bob Dylan ### Blood on the Tracks (1975) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/02/26133556/AOTABob-Dylan.jpg)I knew nothing about classic rock or folk. But the day I saw Blood on the Tracks sticks with me. Was it the painterly cover? The word “blood” in the title? Or maybe seeing a song called “Idiot Wind” on the back? Either way, my life was forever changed. That album lives permanently in my desert-island Top 5 and remains a beacon for songwriting perspective. ### Arrested Development ### 3 Years, 5 Months and 2 Days in the Life Of… (1992) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/02/26133554/AOTAArrested-Development-.jpg)The cover felt like a labyrinth. Then I saw them on TV—maybe In Living Color—with the guy dancing around holding an umbrella. It was mesmerizing. A total circus of culture. I was the only third grader I knew who could rap every word of “Dawn of the Dreads.” That album introduced me to roots music, soul and R&B and the common thread that ties all music together. ### Frank Sinatra ### In the Wee Small Hours (1955) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/02/26133614/AOTAFrank-Sinatra.jpg)In 2017, while touring as an opener for Allen, Mack, Myers, Moore, we played SPACE in Evanston, Ill. Backstage, in their huge green room, there was a turntable and a carefully curated record collection. Zack Mack pulled out In the Wee Small Hours. I looked at it funny—like, *what’s that*? He put it on, and my heart absolutely melted. It was lonely. It was heartbreaking. That voice, living inside such an intimate, emotive record—it wasn’t hit-driven, it was pure feeling. The cover drew me straight into what became one of my all-time favorite albums. It’s often credited as the first “concept album,” which blows my mind—and feels completely right. [Art of the Album](https://musebycl.io/art-album) is a regular feature looking at the craft of album-cover design. If you’d like to write for the series, or learn more about our Clio Music program, [please get in touch.](mailto:michael.kauffman@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Art of the Album **Tags:** ALBUM ART, Design, Music **Sections:** Entertainment, Trending --- ### [Will a Giant Lego Asteroid Flatten Legoland?](https://musebyclios.com/travel/will-a-giant-lego-asteroid-destroy-legoland/) **Published:** February 25, 2026 **Author:** David Gianatasio **Content:** Is there anything as mighty as a child’s imagination and some Legos? We’ll find out in the :60 below from Adam&Eve\\TBWA. A Lego asteroid threatens Legoland resorts. Naturally, the military turns to a plucky 8-year-old girl for help. She suggests dispatching a “balloon blaster flying thingy.” Sounds like a plan. In a neat touch, many props in the spot—which touts the theme parks’ $90-million [Galacticoaster](https://www.legoland.com/florida/things-to-do/theme-park/2026-news/) attraction—are made of the famous plastic bricks. This big-ass Lego phone rocks: ![](https://cdn.musebyclios.com/wp-content/uploads/2026/02/25101758/lego-xx.jpg)The Galatcicoaster, per campaign materials, let guests “design their own spacecraft using Lego elements—resulting in more than 625 unique spacecraft combinations … before blasting off to face the Asteroid of Probable Destruction heading their way and save Legoland.” So, you can visit the park and basically remix the commercial. Now, *that’s* a brandtastic vacation for sure, so in step with our consumer-driven times. [Gary Freedman](https://mjz.com/directors/gary-freedman/work/) directed through MJZ, and the work was created in partnership with Merlin Entertainments, which operates the resorts. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Travel **Tags:** Lego **Sections:** Trending --- ### [Meet the Philadelphia Cream Cheese Cowboy Who Rides a Cow](https://musebyclios.com/advertising/meet-phillyboy-philadelphia-cream-cheeses-cowboy-who-rides-a-cow/) **Published:** February 25, 2026 **Author:** Amy Corr **Content:** Giddy up! To intro its “Really Philly Good” platform, Philadelphia Cream Cheese created Phillyboy. He rides a cow, not a horse. And his satchel’s full of cream cheese that he shares with families wherever he goes. The campaign, from Johannes Leonardo, positions the brand as a kitchen staple for more than bagels. Pasta, chili, potatoes, soups and dips level up when Phillyboy visits. Watch this origin story to see Phillyboy’s early days and impact on family breakfasts. A second spot shows Phillyboy make a pasta dinner a creamier delight. “Our new brand character, Phillyboy, brings people Philadelphia cream cheese just in time to improve whatever they’re making,” says Lex Beltrone, ECD at Johannes Leonardo. “He’s a physical embodiment of the brand – he’s a friendly, cool and confident dairy expert, and his arrival is a welcomed surprise. A metaphor for the welcome but unexpected surprise of just how good Philly is in just about everything.” “Rooted in Philadelphia’s dairy heritage, Phillyboy was created to boldly personify the brand’s journey from the farm to kitchens across America,” says Kelli Srivastava, senior brand manager for Philadelphia cream cheese. “From his cowboy hat, custom-made spife (spoon-knife) and holster to his Philadelphia-branded belt buckle and cow companion, he is the unmissable embodiment of Philly, stepping in to help take meals from good to Really Philly Good.” A series of spots, running on TV, streaming/CTV, YouTube and social, focus on elevating scrambled eggs, pesto pasta, chili dip and bagels. “Phillyboy actually grew up in a dairy town in Wisconsin and is super comfortable around cows,” Srivastava tells Muse. “Him and the cow hit it off immediately and had a special bond from day one. ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Advertising **Tags:** Johannes Leonardo, Philadelphia Cream Cheese **Sections:** Trending --- ### [Cat Power: Omoda Tops Our 5 Ads of the Week](https://musebyclios.com/advertising/cat-power-omoda-tops-our-5-ads-of-the-week/) **Published:** February 26, 2026 **Author:** David Gianatasio **Content:** ### [Uncommon Pulls Out All the Stops for Omoda](https://musebyclios.com/advertising/real-water-cats-and-flowers-drive-uncommons-work-for-omoda/) Omoda showers its vehicles with tons of water and covers them with flower petals and cats. This yields some of the most visually striking imagery of the year. “In a category driving the same CG cars around the same AI bends, we made the truest, most remarkable work we could,” explains Nils Leonard, co-founder of Uncommon, which developed the campaign. **And in no particular order…** ### [This Lottery Promo Unfolds Like a True-Crime Doc](https://musebyclios.com/advertising/this-french-lottery-promo-plays-like-a-mystery/) A campaign so good, it should be illegal? There’s not much mystery in BETC’s cop-doc sendup for FDJ’s bi-weekly LOTO game in France. Instead, we get spot-on parody with funny performances, great gags and filmic flair. ### [Will a Giant Lego Asteroid Flatten Legoland?](https://musebyclios.com/travel/will-a-giant-lego-asteroid-destroy-legoland/) Who can save Legoland? The military turns to an 8-year-old girl, who suggests dispatching a “balloon blaster flying thingy” to zap an asteroid. The threat, along with various props, are made of Legos. From Adam&Eve\\TBWA. ### [Chloe Fineman Explains Hair Science for Olaplex](https://musebyclios.com/film-tv/chloe-fineman-explains-hair-science-for-olaplex/) Everyone’s fab in the lab! Mother creates a vivacious high-tech palette for the SNL’s star’s quirky humor. “This isn’t fluff,” she says at one point. “This is serious chemistry in very chic packaging.” ### [Succession Star Spends Every Minute Bonding With His Rimowa Luggage](https://musebyclios.com/film-tv/succession-star-spends-all-day-with-his-rimowa-luggage/) Surely, this is the best story ever told about the love between a man and his backpack. Nicholas Braun stars in a series of artsy, silly, surreal shots from acclaimed photog Nigel Shafran. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/02/22081802/rim2.jpg) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Lego, Loto, olaplex, Omoda, RIMOWA **Sections:** Entertainment, Trending --- ### [Succession Star Spends Every Minute of the Day Bonding With His Rimowa Luggage](https://musebyclios.com/film-tv/succession-star-spends-all-day-with-his-rimowa-luggage/) **Published:** February 22, 2026 **Author:** David Gianatasio **Content:** Do you hang around the house with your luggage all day long, doing yoga, slurping cereal and painting doors with luxe bags strapped on tight? If you don’t, well—get with the program! Allow Succession’s Nicholas Braun to demonstrate on behalf of Rimowa: ![](https://cdn.musebyclios.com/wp-content/uploads/2026/02/22081727/rim-3.jpg)Acclaimed photog [Nigel Shafran](http://nigelshafran.com/ "Nigel Shafran") captured the images. At least in part, he’s known for shots that infuse mundane household moments with surreal style. That’s basically what we have here, with the Rimowa products portrayed as transcendent essentials. Or something. Anyway, the campaign’s packed with chill, unexpected pics. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/02/22081802/rim2.jpg)![](https://cdn.musebyclios.com/wp-content/uploads/2026/02/22082158/rim1-1.jpg)Braun’s well cast as the brand-boosting everyman, traveling through the hours with silver backpacks as companions. And when their work’s all done, it’s time for a nap: ![](https://cdn.musebyclios.com/wp-content/uploads/2026/02/22081828/rim33.jpg) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Film and TV **Tags:** RIMOWA, succession **Sections:** Entertainment, Trending --- ### [Ghosts, Buffaloes and Warrior Kitties Crave Domino's Chick 'N' Dip](https://musebyclios.com/advertising/ghosts-buffaloes-and-warrior-kitties-crave-dominos-dip/) **Published:** February 25, 2026 **Author:** David Gianatasio **Content:** Who invited the Samurai tabby and a hangry buffalo over for dinner? That would be Domino’s. The beasts demand katsu curry and buffalo hot dips with their chicken tenders. Better give kitty what he wants, or else. Next, we get pro wrestlers and ghosts. Because of course. Nothing like broad humor to whet the appetite, right? “Launching Chick ‘N’ Dip with its own distinct identity increases visibility and relevance for Domino’s in one of the fastest-growing food categories,” says Harry Dromey, marketing director at Domino’s U.K. & Ireland. “No longer will families be torn apart or marriages end by arguments over whether to order chicken or pizza. You can have both, delivered in 25 minutes.” Phew, glad to hear it. VCCP content studio Girl&Bear and ProdCo helped craft the campaign, which [Thomas Ormonde](https://thomasormonde.com/?utm_source=ig&utm_medium=social&utm_content=link_in_bio&fbclid=PAZXh0bgNhZW0CMTEAc3J0YwZhcHBfaWQMMjU2MjgxMDQwNTU4AAGnZYCpbp6aEkcnwmKnTF2A7Z1zO_ugXou5mtqW-hg9qW1GaJfcHv6jr7QpeSE_aem_Dr4S77ZMMLpH-Aub_aBY-w) directed. The spots break this week on TV, radio and OOH. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Domino's, VCCP **Sections:** Trending --- ### [Samuel L. Jackson's World Is Packed With Adidas Superstars](https://musebyclios.com/film-tv/samuel-l-jackson-searches-for-adidas-superstars/) **Published:** February 26, 2026 **Author:** David Gianatasio **Content:** You can’t take a walk around the block these days without running into superstars. Samuel L. Jackson sees them everywhere he goes in the :90 below. It’s the latest highly-stylized effort boosting Adidas’ Superstar kicks, with Sam returning as the narrator and primary focus from [last year’s campaign](https://musebyclios.com/sports/adidas-superstars-include-samuel-l-jackson-missy-elliott-and-more/). Also on hand from the worlds of sports and entertainment: Jennie, Kendall Jenner, Lamine Yamal, Baby Keep, James Harden, Tyshawn Jones and Olivia Dean. ”The campaign celebrates the next era of the Superstar through both timeless design and cultural relevance,” says VP of marketing Annie Barrett. “This season, we continue to show the relevance of this sneaker across music, fashion, sport and art. The new campaign pushes the bounds of reality with unexpected twists.” Directed by [Thibaut Grevet](https://www.instagram.com/thibautgrevet/?hl=en), with creative development via Johannes Leonardo, the hero spot ups the artsy imagery from Adidas’ efforts in 2025 (which is really saying something). Now, we get jagged cuts, weird camera angles, celebs in odd places and a tuneful window explosion. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/02/26105826/sam-3.jpg)It’s pretentious and vaguely David Lynch-noir with tongue firmly in cheek. But never boring. Sam keeps everything grounded. He provides a velvet-voiced relatable presence—though he’s probably the brightest star on display. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Film and TV, Sports **Tags:** Adidas, Johannes Leonardo **Sections:** Entertainment, Trending --- ### [Rosie Street of D8 Amsterdam on the Power of Flexibility](https://musebyclios.com/2-minutes-with/rosie-street-of-d8-amsterdam-on-the-power-of-flexibility/) **Published:** February 28, 2026 **Author:** Shahnaz Mahmud **Content:** [Rosie](https://www.linkedin.com/in/rosie-street-130689/) is managing director at D8 in Amsterdam, an independent creative agency that works with Spotify, Nike, the BBC and many more. She has been at the agency since 2019, moving from the U.K. to the Netherlands to help grow operations. We spent two minutes with Rosie to learn more about her background, her creative inspirations and recent work she’s admired. # Rosie, tell us … ### Where you grew up, and where you live now. I grew up in Skipton, the “Gateway to the Yorkshire Dales,” which is a lovely green place in the U.K. I lived there until university, where I studied marketing. I did my first year in Newcastle and then moved across the border to study at Strathclyde University in Glasgow. In February 2021, [D8](https://d8.studio/studio/) decided to set up a studio and build a team in Amsterdam. I was asked to head up the account management function in the new studio and moved to Diemen, just south of Amsterdam, where I live now. ### How you first realized you were creative. When I wrote poetry and performed at drama festivals as a teenager. I would also point to my final-year GCSE design tech piece. It was an oak coffee table which lives in the D8 studio now—a nice connection to those early days. ### A moment from high school or college that changed your life. Meeting my best friend in high school—another Rosie. I spent most of my school life living on her farm and loved it. I actually have dreams of eventually becoming a farmer. Professionally, when I was in my final year of my degree, I was struggling to see where to go next. Everyone around me was talking about moving to London to join huge corporations, which never felt like the path for me. Thankfully, someone came and gave a talk about agency life, which made me realize there was a different option. ### Your most important creative inspirations, and some recent stuff you love. My 1-year-old daughter. Seeing her go from not being able to do something and then going for it amazes me. It’s also a good reminder that any challenge, no matter how tricky, can be tackled with the right attitude and curiosity. ### One of your favorite creative projects you’ve ever worked on. My only client-side role was as the internal marketing manager at the [Glasgow Science Centre](https://www.glasgowsciencecentre.org/?gad_source=1&gad_campaignid=21250886084&gbraid=0AAAAADhcUgfopQIUVhbdIJrLrdtfrBHHt&gclid=CjwKCAiAnoXNBhAZEiwAnItcG4N0Ki3TD63ARU5vQXLitESviFT8aQ14lOI_EQDigKyasrTUZz69wxoChGwQAvD_BwE). We designed a series of events that welcomed just under 10,000 guests to the center and created the campaign which followed. We [worked hard ](https://www.heraldscotland.com/news/15538921.glasgow-science-centre-unveils-major-revamp-corporate-image/)to bring science into normal life, make it fun and accessible for young minds. One of the most memorable examples was when we sent Terry the Teacake to space as part of a project called [Glasgow Science](https://www.bbc.com/news/uk-scotland-41612812). He traveled to an altitude of over 37,000 meters and his journey was witnessed on every continent on Earth. ### A recent project you’re proud of. One of our recent large-scale projects was renaming and positioning the [Carlton Collection](https://www.carlton.nl/en), a group of hotels across the U.K. It is not only beautiful work, but a great example of a project that helps give clarity and purpose to a fantastic, passionate group of people. We helped create an overarching brand that united them all, without encroaching on the autonomy of the individual locations. The [result ](https://www.carlton.nl/en)is a bold, warm brand that helped unify many different layers under one concept. There’s a striking color palette, centered around a bright orange that cuts through in the hospitality market. ### Someone else’s work you admired lately. I loved the [work](https://www.dezeen.com/2023/01/15/louis-vuitton-yayoi-kusama-polkadots-stores/) [Louis Vuitton ](https://us.louisvuitton.com/eng-us/homepage?utm_source=google&utm_medium=cpc&utm_campaign=LV_FLG_USA_ALWON_CORP_Other_OnGoing_EC_BREX_GTAD_MUL_ENG_USD_EXTM&gclsrc=aw.ds&gad_source=1&gad_campaignid=220402029&gbraid=0AAAAADs-5BuMcOQndUWmyhVWIaJvQA-yY&gclid=CjwKCAiAnoXNBhAZEiwAnItcG6AQHbatey9J0nKlK8_iphEg9kOf5-4xUoAvKEbIrFVnpRXyQNDWJhoCkKMQAvD_BwE)did ahead of their collaboration with [Yayoi Kusama](https://en.wikipedia.org/wiki/Yayoi_Kusama) in 2023. They drenched the walls in Kusama polka-dots and created life-like, human-scale animatronics to sit in window displays. ### Your main strength as a creative person. I process things quickly and I’m very flexible. There’s a real skill in making the right things happen while also retaining and encouraging creativity. My hope is that I can be a beacon of enthusiasm for a client and my team. ### Your biggest weakness. I don’t switch off very well. I find myself awake in the middle of the night, thinking of work or things that I want to do. In my free time, I’ve been reading about team dynamics and psychology so I can help everyone get the best out of their time at D8. I am trying to find more separation, so I can spend those days with my daughter and focus entirely on her and our time together, which I absolutely cherish. ### A mentor who helped you navigate the industry. [Adrian Carroll](https://www.linkedin.com/in/adriancarrolld8/?originalSubdomain=uk), our creative director. He does his job with such enthusiasm and care. From the smallest job to the biggest, he does it with no ego, no fuss and the same passion I imagine was there 26 years ago when he set up D8. ### What you’d be doing if you weren’t in brand design. Coach or a mentor. Both my parents are coaches and they love it, and the psychological side of management is something I’ve always been drawn to. Or maybe I’d be on that farm like I always dreamed. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:amy.corr@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With **Tags:** D8 **Sections:** Community Voices --- ### [Liquid Death and Spotify Create an 'Eternal Playlist Urn'](https://musebyclios.com/advertising/liquid-death-and-spotify-create-an-eternal-playlist-urn/) **Published:** February 24, 2026 **Author:** Amy Corr **Content:** You *can* take it with you when you go. Liquid Death and Spotify teamed up to create the “Eternal Playlist Urn.” It boasts a respectful design for your loved ones plus a bluetooth speaker. One hundred and fifty urns are for sale[ today ](http://liquiddeath.com/spotify)for $495. Here’s how it works: Users visit [open.spotify.com/presents/eternalplaylist](http://open.spotify.com/presents/eternalplaylist) and answer a handful of questions like “What’s your getting-ready-to-haunt music?” or “What’s your eternal vibe?” Based on your responses and general listening preferences, Spotify will curate a playlist to be enjoyed in the afterlife. Connect the urn to a compatible device and viola, music forever! Did you know if you keep the dead happy they are less likely to haunt you? A :45 from LD explains: “We got connected with the team at Spotify a while back and began chatting about what would make for a fun collab based on what we’re each known for,” Andy Pearson, VP of creative at Liquid Death, tells Muse. “Pretty quickly we landed on the idea that together we could help people enjoy their favorite music forever. Now more than ever, people are considering alternatives to the traditional post-life experience. Getting blasted with your favorite jams would be pretty sweet.” “Once we built a prototype and had it in our hands we knew we had something. It’s so funny in person,” he says. “The first thing I put on was ‘Happy Trails’ by Roy Rogers.” ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Advertising **Tags:** Liquid Death, Spotify **Sections:** Entertainment, Trending --- ### [There's AI (Alcohol Intake) Innovation Afoot at Aviation Gin](https://musebyclios.com/advertising/theres-some-ai-alcohol-intake-innovation-happening-at-aviation-gin/) **Published:** February 26, 2026 **Author:** Amy Corr **Content:** Aviation Gin just launched its first flavored gin—cranberry and blood orange—but not before trying its hand with a “robot” named AVO. In a spot from Maximum Effort, we watch some dude in a bot-suit powered by enhanced AI (alcohol intake) makes cocktails 24/7. It fails at this mission. Miserably. But there’s a Plan B: Flavored gin presented by Ryan Reynolds. Heck, Aviation practically makes cocktails on its own. (Well, some human effort is required.) Play “Innovation is at the heart of what we do. That’s true despite the fact that until today we have not really changed our product at all,” says Reynolds. “I am so proud of our first actual innovation—the delicious Cranberry and Blood Orange.” The brand created a trio of cocktail recipes—Bloody Good Mimosa, Blimey Fizz, and Crimson Cosmo—seen below: **Bloody Good Mimosa** - 1.5 oz Aviation Cranberry & Blood Orange Flavored Gin - 1 oz orange juice - Chilled sparkling wine, to top - Add gin and orange juice to a champagne flute. Top with chilled sparkling wine. Garnish with an orange triangle and half strawberry. **Blimey Fizz** - 1.5 oz Aviation Cranberry & Blood Orange Flavored Gin - 0.75 oz simple syrup - 1 oz fresh lime juice - Chilled club soda, to top - Add gin, simple syrup, and lime juice to a shaker with ice. Shake and strain into a highball or wine glass filled with ice. Top with club soda. Garnish with lime wheel. **Crimson Cosmo** - 1 oz Aviation Cranberry & Blood Orange Flavored Gin - 0.25 oz triple sec - 0.25 oz fresh lime juice - 0.75 oz cranberry juice - Add all ingredients to a shaker with ice. Shake well and strain into a chilled coupe glass. Garnish with orange twist. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/02/26095324/Aviation1-1024x576.jpg) ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Advertising **Tags:** Aviation Gin, Maximum Effort, Ryan Reynolds **Sections:** Entertainment, Trending --- ### [This Lottery Promo Unfolds Like a True-Crime Doc](https://musebyclios.com/advertising/this-french-lottery-promo-plays-like-a-mystery/) **Published:** February 24, 2026 **Author:** David Gianatasio **Content:** When grandma stops checking prices, replaces fish paste with lobster and claims a trip to Saint-Tropez came at a discount, her family grows suspicious. “Who puts Saint-Tropez on special?” her son says. Did she win the jackpot? Did she?! That’s the not-so-mysterious mystery at play in BETC’s true-crime sendup for FDJ’s bi-weekly LOTO offering. That crew’s a tad slow on the uptake, which makes for amusing moments in the 2-minute film directed by [Hafid Benamar](https://www.sovage.tv/realisateurs/hafid-f-benamar/) through Sovage. It’s actually a trailer for a 15-minute podcast narrated by journalist Christophe Hondelatte. The approach evolved from popular [commercials](https://musebyclios.com/advertising/did-grandma-win-the-french-lottery-shell-never-tell/) introduced in 2023 about a suburban grannie who’s suddenly flush with cash. BETC creatives Olivier Mille and Olivier Aumard tell Muse they sought to leverage true crime “as a global cultural obsession. We’ve all become amateur detectives. We binge-watch documentaries where a grocery receipt becomes motive and a family photo becomes evidence. Every detail is loaded. Every silence is suspicious.” That led them to ask, “What if we treated a LOTO win the same way? We tried to apply Netflix-level paranoia to a Sunday lunch. The specifically French part isn’t the true crime, it’s the setting. The ritual of the family lunch. The tiny social signals. A slightly better gift. A slightly better bottle of wine. A subtle upgrade. And suddenly, everyone thinks something is off. The twist is that the ‘crime’ isn’t murder. It’s generosity.” The team tried to avoid outright parody and slapstick, choosing instead to combine genre conventions with visual flair. “We needed a director who would treat the format seriously, almost reverently,” they recall. “Someone who would respect the pacing, the silence, the dramatic build-up. Hafid Benamar approached it like an investigation, not a commercial. He leaned into the codes: the slow zooms, the uneasy interviews, the dramatic sound design.” Doing so “allowed the film to escape traditional advertising grammar and feel like a real documentary trailer. Which is ironic. Because in this case, the more it stopped looking like an ad, the more it started working like one.” They worked from “a very precise sequence inspired by dozens of Netflix true crime trailers. We dissected their mechanics: The hook, the first seed of doubt, the escalation, the fake breakthrough, the final unsettling question.” “But true crime isn’t about perfect framing. It’s about rhythm. The tension lives in the pauses, in the looks, in the way someone says, ‘Do you think she won?'” In addition, the performances go a long toward selling the scenario. “When actors fully commit to the seriousness of the format, something magical happens,” say Mille and Aumard. “They stop playing funny and The more seriously they took it, the funnier it became.” “Some of the best moments came from improvisations that totally made it straight to the edit, like the bar owner only promoting his bar instead of answering the questions.” ![](https://cdn.musebyclios.com/wp-content/uploads/2026/02/24080708/betc-3.jpg) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** BETC Paris, Loto **Sections:** Trending --- ### [McDonald's Pulls a Comedic Heist and More Global Greats](https://musebyclios.com/worldviews/mcdonalds-india-pulls-a-comedic-heist-and-more-global-greats/) **Published:** February 25, 2026 **Author:** Amy Corr **Content:** Here are some notable campaigns that broke far and wide in recent weeks, curated by Muse sibling [Ads of the World](https://www.adsoftheworld.com/). ### Hyundai, ‘The Magic That Started It All’ ### Agency: \_Groenlandia In this emotional [spot](https://www.adsoftheworld.com/campaigns/the-magic-that-started-it-all-still-drives-with-you-today) from Hyundai, first love, first pet and first car blur into one unforgettable bond. Spanning four decades, the film traces a lifetime of shared memories before culminating in a deeply human reunion between a grown man and the family car that helped shape him. Play ### PrimeNow, ‘Because Your Time Is Now’ ### Agency: COdesign Built for life in [motion](https://www.adsoftheworld.com/campaigns/because-your-time-is-now), PrimeNow puts banking on your terms. In the spot below, the app celebrates youth that refuses to be boxed in. Because being *you* is not a trend. It’s a movement. No waiting, no permission, no compromise. Your pace, your rules. So says PrimeNow. Play ### McDonald’s India, ‘Rukna Toh Banta Hai’ ### Agency: DDB This dark comic heist flips the script on the classic “first come, first served” trope. The [story](https://www.adsoftheworld.com/campaigns/rukna-toh-banta-hai) follows Prakash, a local thug often overlooked by the others. During a high-stakes robbery, a diverse crew of seasoned criminals, each more intimidating than the last, scrambles to steal a mysterious and powerful Book of Secrets. But Prakash arrives late to the scene, delayed not by fear, but by a craving for a McSaver meal from McDonald’s. Play ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Worldviews **Tags:** Hyundai, McDonald's **Sections:** Trending --- ### [Real Water, Cats and Flowers Drive Uncommon's Work for Omoda](https://musebyclios.com/advertising/real-water-cats-and-flowers-drive-uncommons-work-for-omoda/) **Published:** February 24, 2026 **Author:** Amy Corr **Content:** The cats, water and flowers are all real in Uncommon’s sensory campaign for Omoda. Rather than show vehicles in a rugged, dirty environment, the agency chose ASMR-inspired sound design, vibrant colors—plus three tons of water, flowers and cats. Let’s start with the cats. There were 14 tabby handlers on-set, so you know this was an amazing shoot. Dozens of cats were placed atop a car, and the purring is nonstop goodness. The animals appear calm and happy, despite loud music playing inside the car. “Insulated noise-reducing glass. Everything is Essential,” the ad says. With intelligent fragrance settings, pollen, flowers, dust and smoke won’t penetrate the Omoda: British weather conditions assault the car in a :60 that features Robert Louis Stevenson’s poem, “The Vagabond.” The vehicle has a 745-mile hybrid range in one tank of fuel and charge, so anything is possible. This BTS vid that captured how it all went down: “This isn’t just showcasing the Omoda cars and their features. It’s also a launch of this brand and a new body language,” says Nils Leonard, co-founder of Uncommon. “We produced the work the way Omoda produce their cars, leaving nothing out, placing everything into the production process and the films and images we made. In an age of AI and a category driving the same CG cars around the same AI bends we made the truest, most remarkable work we could.” ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Ad of the Week, Advertising **Tags:** Omoda, Uncommon **Sections:** Trending --- ### [Cute Robots Hype Bosch Wiper Blades](https://musebyclios.com/advertising/cute-robots-hype-bosch-wiper-blades/) **Published:** February 23, 2026 **Author:** David Gianatasio **Content:** What happens when robot programming begins to collapse and a pair of metallic miscreants crave real-life experience in the worst way? IRL, they’d probably take down the grid or vaporize all humans—those rascals! But we’re talking about the commercial below for Bosch wiper blades. So a rainy-night joyride will suffice. “To make an innovation claim as a consumer brand, everything you produce has to carry the same reverence for excellence,” says David Thornhill, CD at Bailey Lauerman, which helped develop the campaign. “We had to match that same level of sophistication with every visual and audio choice on this production.” It’s all pleasingly playful, a sleek visual metaphor portraying our tech-soaked times as a ride to remember. Dan DeFelice of Biscuit Filmworks directed the push, which runs through March on ESPN+, Disney+, Hulu, Netflix and other platforms. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/02/23105349/bosch-1.jpg) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Bosch **Sections:** Trending --- ### [Chloe Fineman Explains Hair Science for Olaplex](https://musebyclios.com/film-tv/chloe-fineman-explains-hair-science-for-olaplex/) **Published:** February 24, 2026 **Author:** David Gianatasio **Content:** “This isn’t fluff. This is serious chemistry in very chic packaging,” proclaims SNL’s Chole Fineman as she takes us on a high-tech laboratory tour for Olaplex. Mother developed the bright, breezy spot with [Alfred Marroquin](https://www.instagram.com/alfredwashere/?hl=en) directing through Somesuch. Chloe explains real hair science in fun fashion. The quirky sci-fi motif is brimming with bots, computer screens and a vibrant (yet strangely soothing) candy-cane color scheme. Fineman—a fan of the haircare brand IRL—excels with offbeat comic timing. The visuals please the eye and help Chloe deliver the message with style. Lab work is all the rage in adland this week. In addition to Fineman’s foray, Jason Kelce donned the white coat for[ Garage Beer](https://musebyclios.com/advertising/garage-beer-launches-weekly-content-series/), while [Bosch](https://musebyclios.com/advertising/cute-robots-hype-bosch-wiper-blades/) sent a pair of research automatons on a splashy joy ride. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/02/24104157/ola-2.jpg) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Fashion and Beauty, Film and TV **Tags:** Mother, olaplex **Sections:** Entertainment, Lifestyle --- ### [Angry Scarecrow's There for Ginsters Pastry](https://musebyclios.com/eurovisions/angry-scarecrows-there-for-ginsters-pastry/) **Published:** February 23, 2026 **Author:** David Gianatasio **Content:** Here are some superior European campaigns that broke in recent weeks, selected by Muse sibling [Ads of the World](https://www.adsoftheworld.com/). ### Ginsters, ‘Taste the Effort’ Agency: TBWA\\London Britain’s biggest pastry brand leans into the tongue-in-cheek humor of their beloved Merryn character. We see her [back on the farm](https://www.adsoftheworld.com/campaigns/taste-the-effort), proudly demonstrating the changes she’s made to continue producing superior ingredients for Ginsters. The angry scarecrow totally steals the bleeping show. Play ### Milka, ‘Grandparents’ Agency: Ogilvy While the world rushes and demands results, grandparents [offer the time and patience](https://www.adsoftheworld.com/campaigns/grandparents-71218728-6090-437b-beca-8818d35e0cb5) needed to nurture early hopes and aspirations. They become a powerful source of emotional support that allow young people to leave home and pursue their destinies. Play ### Portuguese Assn. for Victim Support, ‘The RelationChip’ Agency: BBDO In the run-up to Valentine’s Day, influencers unveiled the controversial [“RelationChip.”](https://www.adsoftheworld.com/campaigns/the-relationchip) The effort sparked shock and backlash until, days later, APAV revealed the provocation’s purpose: to ignite debate around abuse and expose how couples mirror controlling behaviors through their smartphones. Play ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Eurovisions **Tags:** Ginsters, Milka **Sections:** Trending --- ### [March Madness: ESPN Offers a Cure for 'Bracketbrain'](https://musebyclios.com/sports/march-madness-espn-offers-a-cure-for-bracketbrain/) **Published:** February 23, 2026 **Author:** David Gianatasio **Content:** In the :60 below, ESPN positions its bracket game as the cure for your March Madness obsession. But remember, the brand’s Tournament Challenge “May cause elation, heartbreak and/or emotional whiplash. Tell your bracketologist if you have a history of sudden bursts of optimism, followed by early-round bracket busts.” In some rare cases, the network’s Tournament Challenge experience “can result in dark-horse overconfidence or prolonged bracket euphoria.” And so, BSSP spoofs pharma ads as ESPN’s [“Bracketbrain”](https://musebyclios.com/sports/espn-courts-march-madness-with-bracketbrain/) campaign launches its second season ahead of next month’s NCAA hoops extravaganza. During the spot, folks see tournament draws everywhere, including maps, test forms and haute cuisine. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/02/23131019/espn3.jpg)Thankfully, ESPN hoops analyst Joe Lunardi dons the lab coat to intervene. He might not really be a doctor or pharmacist. But in our world of side hustles, who can say for sure? Launching this week, the campaign includes film, digital, social, game signage, email and product placements. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Sports **Tags:** BSSP, ESPN, March Madness **Sections:** Entertainment, Trending --- ### [Chris Breen of Chemistry Explains How Sports Teaches Us to Navigate Life](https://musebyclios.com/2-minutes-with/chris-breen-of-chemistry-on-sports-teaching-us-how-to-navigate-life/) **Published:** February 24, 2026 **Author:** Shahnaz Mahmud **Content:** [Chris ](https://www.linkedin.com/in/chris-breen-90864b3/)is a partner and chief creative officer at Chemistry and recently served as one of the jury chairs for Clio Sports. Earlier, Chris was co-founder and CCO of Breensmith. His work spans nearly 30 years for clients such as Ikea, Red Bull, Guinness and Netflix. He began his career at CP+B on And1 Sneakers and Truth. We spent two minutes with Chris to learn more about his background, his creative inspirations and recent work he’s admired. # Chris, tell us … ### Where did you grow up, and where do you live now? I grew up in Miami in the ’80s. It was a time when music was challenging social norms and [Miami Vice ](https://en.wikipedia.org/wiki/Miami_Vice)had the country in a trance. Atlanta is home now. In a lot of ways, it reminds me of Miami, especially in how its cultural influence travels far beyond the city itself. ### How did you first realize you were creative? I studied criminology and wanted to play in the [NBA](https://en.wikipedia.org/wiki/National_Basketball_Association), but reality had other ideas. After college, I ended up in the traffic department at [CP+B](https://en.wikipedia.org/wiki/Crispin_(company)) thanks to my dad’s relationship with [Chuck Porter](https://en.wikipedia.org/wiki/Chuck_Porter_(executive)) (they were creative partners for many years). Six months later, I was writing full-time. That is where I learned the business and realized where I belonged. ### What is your earliest sports memory? Going to the [Orange Bowl](https://en.wikipedia.org/wiki/Orange_Bowl) with my dad for [Dolphins](https://en.wikipedia.org/wiki/Miami_Dolphins) and [Hurricanes ](https://miamihurricanes.com/procanes/)games. I remember watching Miami win its first national championship against [Nebraska](https://en.wikipedia.org/wiki/Nebraska_Cornhuskers_football) in ’83. I also remember the Dolphins beating the Bears in ’85 and keeping them from finishing the season undefeated. ### Who are your favorite sports teams? [Atlanta United](https://en.wikipedia.org/wiki/Atlanta_United_FC). Being part of launching the team made it feel personal. Growing up in basketball culture and later working on [And1](https://en.wikipedia.org/wiki/AND1) helped me appreciate sports subcultures. ### Who are your favorite athletes? Growing up, it was [Michael Jordan](https://en.wikipedia.org/wiki/Michael_Jordan) and [Charles Barkley](https://en.wikipedia.org/wiki/Charles_Barkley). Jordan, especially through [Spike Lee’](https://en.wikipedia.org/wiki/Spike_Lee) [Mars Blackmon](https://en.wikipedia.org/wiki/Mars_Blackmon), fundamentally changed sports and sneaker culture in a way that still does not get enough credit. Barkley was the counterculture. He was undersized, outspoken and unapologetic—that edge really spoke to me. If you grew up in Miami in the ’80s, loving [Dan Marino ](https://en.wikipedia.org/wiki/Dan_Marino)was basically mandatory. More recently, I have become a huge fan of women’s volleyball. Watching my daughter play, and spending weekends trekking all over the country for [AAU ](https://en.wikipedia.org/wiki/Amateur_Athletic_Union)tournaments, gave me a front-row seat on how fast the sport is growing and how much talent and grit it takes. ### What is your favorite sports movie and/or show? [Hoop Dreams](https://en.wikipedia.org/wiki/Hoop_Dreams). It captures how fleeting opportunity can be and how much of success comes down to timing, work ethic and love of the game. There are a lot of parallels to working as a creative and playing for the love of it, not just the outcome. ### What is your favorite sports podcast or news show? I gravitate toward shows with perspective and history, like [30 for 30 ](https://en.wikipedia.org/wiki/30_for_30)and [Pardon the Interruption](https://en.wikipedia.org/wiki/Pardon_the_Interruption). ### What is your favorite sports video game, if you have one? [Mike Tyson’s](https://en.wikipedia.org/wiki/Mike_Tyson) [Punch-Out!!](https://en.wikipedia.org/wiki/Punch-Out!!_(1987_video_game)) is perhaps the most under-appreciated video game in history. There was something incredibly satisfying about knocking out an opponent and moving to the next level. As an adult, the closest feeling I have found is getting my taxes done early. ### What is a recent project you have been part of that you are proud of? We did a colon cancer awareness campaign called [“Weird Looking Stools.”](https://www.chemistryagency.com/insights/news/chemistrys-weird-looking-stools-bring-colon-cancer-awareness-to-the-bar/) We placed custom bar stools in bars and coffee shops to spark conversations people usually avoid. The stools were designed to mimic visual warning signs that could indicate colon cancer—things like unusual shapes, textures and colors. By turning those warning signs into something people literally sat on, the work made an uncomfortable topic impossible to ignore and helped drive awareness around early detection. ### Can you share someone else’s recent work that you admire? I love the new [Grand Wagoneer](https://en.wikipedia.org/wiki/Jeep_Wagoneer) work from [Highdive](https://www.linkedin.com/company/highdive-advertising/). Positioning it as the best SUV to make a family in is a smart way to push against the idea that family vehicles equal boring and safe. ### What can sports do that nothing else can? As a former athlete, the husband of a former [NCAA All-American](https://www.ncaa.com/all-americans) and the dad of a former Division I volleyball player, I have learned that sports teach us how to deal with failure as part of the process. They force honesty with ourselves and with society. What you see can be beautiful or uncomfortable, depending on the moment. But it is always revealing. ### What would you be doing if you were not working in the field you are in? I would own a pizza shop and bar on the beach. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:amy.corr@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Advertising **Tags:** Chemistry **Sections:** Community Voices --- ### [Garage Beer Launches Weekly Content Series](https://musebyclios.com/advertising/garage-beer-launches-weekly-content-series/) **Published:** February 23, 2026 **Author:** Amy Corr **Content:** Put on your lab coat and goggles, it’s time for some science lessons from the folks at Garage Beer. Dubbed “Garage Labs,” the effort will air a new spot every Friday for six weeks. They star beer “scientist” Jason Kelce. In “Cold Cranker,” Kelce attaches Garage Beer to a car battery for maximum chill. Beau Allen wants colder beer, however, and he turns to dust. Powdered beer does not go very well if you just ingest the powder sans water. The campaign was created in-house with CCO Corey Smale and director Jordan Phoenix. “The inspiration was like many of the other concepts that have recently come to life—this was more of a mandate than a brief,” a Garage Beer spokesperson tells Muse. “Kelce was super excited about these spots and similar to Super Bowl, he played a large role in creative direction and overall vision. We really wanted to test the limits of beer and science at the same damn time—thus, ‘Garage Labs’ was born.” ![](https://cdn.musebyclios.com/wp-content/uploads/2026/02/23084807/Garage1-1024x576.jpg) ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Advertising **Tags:** Beau Allen, Garage Beer, Jason Kelce **Sections:** Entertainment, Trending --- ### [NIOD Skincare Replaces Facial Products With City Toxins](https://musebyclios.com/advertising/city-toxins-become-facial-products-in-campaign-for-niod-skincare/) **Published:** February 19, 2026 **Author:** Amy Corr **Content:** City dwellers subject their skin to pollutants that can increase pigmentation by more than 20 percent. With this in mind, luxury skincare brand NIOD and Uncommon launched the “New York Facial.” In a bit of intense irony, the work substitutes the serums and creams typically applied as a beauty regimen with NYC toxins. Think pollen, car exhaust fumes and dozens of hazardous things that we never heard of and can’t pronounce. Needless to say, the results aren’t pleasant to look at. “As the world evolves, so must our science,” the ad says, alongside the launch product SDEM3, which aims to prevent visible damage before it’s noticeable. Creators across London, New York, Los Angeles and Toronto, were sent kits containing a mock hazardous facial product that recipients can’t open because it’s toxic elements—and a bottle of SDEM3. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/02/19132845/NIOD2-1024x576.jpg)“The industry playbook to launching a premium skincare product isn’t to rub toxins on someone’s face, but that’s exactly why we did it,” say Ellie Daghlian and Elisa Czerwenka, CDs at Uncommon. “We wanted to hold up a mirror to city living and make the invisible impossible to ignore. The New York Facial is beauty content you can’t just scroll past—because it makes you feel something you probably didn’t want to.” ![](https://cdn.musebyclios.com/wp-content/uploads/2026/02/19132846/NIOD1-1024x576.jpg) ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Advertising **Tags:** Environment, NIOD, Uncommon **Sections:** Lifestyle --- ### [Sound and Vision Hold the Keys to 'Time' for TBWA\MAL CD's Passion Project](https://musebyclios.com/musings/sound-and-vision-hold-the-keys-to-time-for-tbwamal-cds-passion-project/) **Published:** February 19, 2026 **Author:** David Gianatasio **Content:** In advertising, we’re trained to steal time. We grab 30 seconds of your attention to convince you something’s missing. We’ve mastered the tools of persuasion: copy that sparks curiosity, visuals that stop the scroll, music and sound that bypass the brain and go straight for the gut. But tools are neutral. A hammer can build a fence or smash a window. For 20 years, I built fences. I actually like fences. But I wondered what would happen if I used those same tools to smash a window and let some air into the room. Not to take something from you, but to give something back. I’ve spent 20 years selling you things. Now I’d like to give you some time. “Time” is a poem. A film. An ad for awakening. It asks us to slow down, in a world that only seems to speed up. The concept for “Time” didn’t start with a brief. There was no kick-off call. No brainstorm. It started two stories off the ground, with the rungs of a ladder slipping away from my feet. There is a strange magic that happens during a fall. You’re the same, but the world changes. Time seems to stretch. Much later, I would discover that during high-stress events, the amygdala kicks into overdrive, recording memories with much higher detail than under normal circumstances, making a 2-second trip to the ground feel a bit like the Matrix. I’d felt the opposite, too. When we’re in love, time doesn’t stretch—it condenses. They say “time flies when you’re having fun,” but maybe it’s much more than that. Maybe joy turns time into dust. And maybe all of this is the real theory of relativity? We tend to experience Time as a straight line. But it’s not that. As I wrestled with the apparent elasticity of time, some words came through: “Time / it’s not a straight line / it all curves out in the ether / and though history repeats itself / time is not a circle either…” Almost immediately, I imagined time as a single line. Stretching and collapsing, shaping our experience. A visual metaphor for the subjective experience of falling … and falling into love. In the film above, the line is a visual shorthand for how we measure the immeasurable. When it came to making that film, I treated it like any other brief. I recorded the poem with longtime friend and music producer Devin Gati, who also composed the track. And I collaborated with animator and co-director Vincenzo Lodigiani to bring the line and concept to life. Perhaps unsurprisingly, the project ebbed and flowed, over the course of several years, to arrive where we are today. This film is a vital piece of a much larger project and upcoming album, The Whole Inside, which we’re releasing under the moniker Ode. We describe it as a lucid dream disguised as a poetry album. And it lands on the terrestrial plane March 13. The album is a high-concept existential reset. It tracks our cosmic journey from stardust to self-awareness. It attempts to prove that most of our evolution has been a process of trading infinite cosmic connection for the finite safety of our own mental walls. But ultimately, it’s a rejection of apathy and a call to move beyond the constructs that define us. Time, included. I’m still a fence builder. But with “Time,” I’m selling the one thing you can’t buy. The film is 4 minutes long, but if I’ve done my job, it won’t feel like it. And that’s kind of the whole point. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/02/14143542/time-ode-1.jpg) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings **Tags:** TBWAMedia Arts Lab **Sections:** Community Voices --- ### [Knight Time's Still the Right Time for White Castle](https://musebyclios.com/advertising/knight-times-still-the-right-time-for-white-castle/) **Published:** February 19, 2026 **Author:** David Gianatasio **Content:** Medieval malarky clanks back into the White Castle drive-thru with fresh spots featuring folks rocking ye olde knights’ helmets. Introduced [a few weeks back](https://musebyclios.com/advertising/white-castle-works-the-knight-shift/), these metal-heads represent the cravings of everyday people who get a hankering for a certain chain’s signature square burgers. Conceptually, it’s something of a stretch. Still, GSD&M and director [Steve Miller](https://www.radicalmedia.com/us/directors/steve-miller?reel=commercial) deliver vignettes that might satisfy viewers’ hunger for the randomly weird. Cue the wacky tales from the set… “You can’t see very well from inside the helmet but of course we all tried it on,” agency CD Jessica Zalaznick tells Muse. “Imagine a bunch of knights stumbling around.” OK, picturing that right now. Heh. “Even our director called a few shots with it on his head,” Zalaznick recalls. “It’s such a fun way to embody the idea of your Castle craving and so ownable to White Castle.” The work fans old and new, with an emphasis on Gen-Zers eager to share odd content and, perhaps, try new fast food. With that in mind, social platforms like Meta, TikTok and Snap come into play, with ads also running across CTV, OLV, radio and display. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** GSD&M, White Castle **Sections:** Trending --- ### [How Alysa Liu, Elana Meyers Taylor and Other Olympians Use Their Socials to Boost Brands](https://musebyclios.com/sports/how-alysa-liu-and-other-olympians-use-their-socials-to-boost-brands-from-milan/) **Published:** February 20, 2026 **Author:** Shahnaz Mahmud **Content:** Like never before, social media platforms allowed athletes at the 2026 Milano Cortina Winter Games to boost their marketability and activate lucrative sponsorships. It’s no surprise that as the competition nears its conclusion, brands are popping up in intriguing ways. IOC restrictions have relaxed since the Rio Olympics a decade ago, when athletes needed official approval before posting videos. Even more recent Games, like Paris 2024, saw limitations. Today, however, the floodgates are open, with skiers, skaters and all the rest using their socials to honor sports moments and offer behind-the-scenes content. This dual approach gives insight into what it’s like to be an Olympian and makes the competitors increasingly familiar to the public (a big plus for landing sponsorship deals). Muse rounded up some of the world’s beloved athletes as they seek to build more of a presence on social media. German bobsledder [Lisa Buckwitz](https://www.instagram.com/lisa_buckwitz/?hl=en) joined [OnlyFans](https://en.wikipedia.org/wiki/OnlyFans), the subscription-based video platform that helped pay for her trip to Italy. Meanwhile, on Instagram, Buckwitz noted: “From intense training days to the exhilaration on race day, I’m inviting you behind the scenes to experience what it truly takes to push limits at the highest level.” > [@your.money](https://www.tiktok.com/@your.money?refer=embed "@your.money")Der Verband weiss Bescheid, ist also kein Skandal! Sondern einfach ein cleverer Move, um ihren Sport zu finanzieren. Wie siehst du das? [\#storytime](https://www.tiktok.com/tag/storytime?refer=embed "storytime") [\#lisabuckwitz](https://www.tiktok.com/tag/lisabuckwitz?refer=embed "lisabuckwitz") [\#olympia](https://www.tiktok.com/tag/olympia?refer=embed "olympia") [\#bob](https://www.tiktok.com/tag/bob?refer=embed "bob") [\#geldverdienen](https://www.tiktok.com/tag/geldverdienen?refer=embed "geldverdienen") [\#olympiasiegerin](https://www.tiktok.com/tag/olympiasiegerin?refer=embed "olympiasiegerin") > > [♬ Originalton – Your Money](https://www.tiktok.com/music/Originalton-7457905593542544130?refer=embed "♬ Originalton - Your Money") Japanese figure skater[ Yuma Kagiyama](https://en.wikipedia.org/wiki/Yuma_Kagiyama) brought joy to the crowds, particularly with his short program during the team event. He went on to win Silver in the solo competition. Among Kagiyama’s Instagram that highlight professional achievements, there is one of him holding a carton of Bonez Bone Broth. Kagiyama writes about its benefits. He’s taken to drinking the hot soup to warm up, with the collagen potentially helping with the impact of his landings. He adds that he practices with this in mind… ![](https://cdn.musebyclios.com/wp-content/uploads/2026/02/19132853/Screenshot-2026-02-19-at-80345%20AM.png) Fellow Japanese figure skater, [Kaori Sakamoto](https://en.wikipedia.org/wiki/Kaori_Sakamoto)—[who won Silver at the Women’s event](https://japannews.yomiuri.co.jp/sports/olympics-paralympics/20260220-312414/)—spoke to 1000s of fans through her socials, a boon for backers [Adidas](https://en.wikipedia.org/wiki/Adidas), food service distributor [Ajinomoto](https://www.ajinomotofoods.com/) and the [Omega](https://www.omegawatches.com/en-us/?gclsrc=aw.ds&gad_source=1&gad_campaignid=21773068529&gbraid=0AAAAABcdQp2hxYHrrgo_EJ983JavDmrMF&gclid=Cj0KCQiAhtvMBhDBARIsAL26pjHWwPAELasvyQ9rdw1a3BGZG-2zvBta8EfQTFCdRVrtrc13k-uzW-YaAg8pEALw_wcB) watches. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/02/19132853/Screenshot-2026-02-19-at-80852%20AM.png) Team USA’s [Chloe Kim](https://en.wikipedia.org/wiki/Chloe_Kim), one of the most noted snowboarders at the Games, used her IG to boost [Monster Energy](https://en.wikipedia.org/wiki/Monster_Energy), [Nike](https://en.wikipedia.org/wiki/Nike,_Inc.), [Roxy](https://www.roxy.com/?srsltid=AfmBOooLI5-DdWCJFgFP4h_VN_UbTaUtpeE-d6PmWezR5HZMUV42WLIP), [Hydro Flask](https://www.hydroflask.com/?utm_source=google&utm_medium=cpc&utm_campaign=23258222599-188614210276&utm_content=search&gad_source=1&gad_campaignid=23258222599&gbraid=0AAAAADm3kRgwpmmAggUtM4rPCCQ1GDLNi&gclid=Cj0KCQiAhtvMBhDBARIsAL26pjF9E2ayIXSPMAfnUNDe2kEzBYfb5o1DTrcFTFkOR-dDwJQ9b85MozYaAiZFEALw_wcB) and [Batiste](https://www.batistehair.com/). In one post, Kim performs a demo with the latter, a maker of dry shampoo. Play [Maddie Mastro](https://www.instagram.com/maddie_mastro/?hl=en), who competes in the snowboard half pipe competition, gets support from [Red Bull](https://en.wikipedia.org/wiki/Red_Bull), [Salomon](https://www.salomon.com/en-us?CMPID=ps|sb|google|ps_sb_Google_sea_conv_b_Branding_lw_perf_ong_all_brm_us_en_slm|Salomon|salomon|526651184835&utm_source=google&utm_medium=paidsearch&utm_content=aa97646171647-cc526651184835&utm_keyword=salomon&utm_campaign=ps_sb_Google_sea_conv_b_Branding_lw_perf_ong_all_brm_us_en_slm&gclsrc=aw.ds&gad_source=1&gad_campaignid=9246972917&gbraid=0AAAAADMpyOjAljhVOz8WmvE_eUuU0w2iE&gclid=Cj0KCQiAhtvMBhDBARIsAL26pjHrdWSK7pa7LmHAvpQDktClLoKzBIsuDdiF71m0c368yFZ7UC4mkG4aAmF1EALw_wcB), [Mammouth Mountain](https://www.mammothmountain.com/), [Pacifico Beers](https://www.discoverpacifico.com/) and [Nulo Pet Food.](https://nulo.com/) Red Bull and Salomon feel the love thanks to action shots from Maddie. > [@maddie\_mastro](https://www.tiktok.com/@maddie_mastro?refer=embed "@maddie_mastro")Let me think > > [♬ original sound – dqrksiren](https://www.tiktok.com/music/original-sound-7527600299981867798?refer=embed "♬ original sound - dqrksiren") South Korea’s [Hannah Lim](https://www.instagram.com/h.annahlim/?hl=en), who competes in ice dancing, excitedly unpacked her [North Face](https://www.thenorthface.com/en-us?utm_content=ecomm&utm_medium=cpc&utm_source=google&utm_campaign=US+|+en+|+Hybrid+|+SEM+-+BKWS+-+EXA+~+Uni+-+Core+(Revvim+Assist)&utm_term=north+face&gclsrc=aw.ds&gad_source=1&gad_campaignid=19808353807&gbraid=0AAAAADl87iZzrnu1CZTsox4wewRaYhBPL&gclid=Cj0KCQiAhtvMBhDBARIsAL26pjFqXWwBHxpnKv69MFJ5XQxvgfTqqZQJwCyocj47SOL5-6TjTvu-3TEaAp-zEALw_wcB) kit and luggage on TikTok. The outdoor brand is her team’s sponsor, which lends authenticity to the posts. > [@h.annahlim](https://www.tiktok.com/@h.annahlim?refer=embed "@h.annahlim")Olympic gear haul 2026! This is a part 1 becuase there’s just too much to unpack 🤭 [\#olympics2026](https://www.tiktok.com/tag/olympics2026?refer=embed "olympics2026") [\#milanocortina2026](https://www.tiktok.com/tag/milanocortina2026?refer=embed "milanocortina2026") [\#olympian](https://www.tiktok.com/tag/olympian?refer=embed "olympian") @Olympics @Milano Cortina 2026 > > [♬ 夏とブランチ (Acoustic) – ruuka](https://www.tiktok.com/music/夏とブランチ-Acoustic-7398417325009766416?refer=embed "♬ 夏とブランチ (Acoustic) - ruuka") Similarly, albeit worlds away, one of Canada’s speedskaters, [Brooklyn McDougall](https://www.instagram.com/brooklyn_mcdougall/?hl=en), unboxes her [Lululemon ](https://shop.lululemon.com/)haul. > [@brooklyn\_mcdougall](https://www.tiktok.com/@brooklyn_mcdougall?refer=embed "@brooklyn_mcdougall")Come be overstimulated with me 🫶🏻 thank you @lululemon 😮‍💨👀 > > [♬ original sound – brooklyn\_mcdougall](https://www.tiktok.com/music/original-sound-7601469097532017424?refer=embed "♬ original sound - brooklyn_mcdougall") From Team USA Women’s Figure Skating, we have [Amber Glenn](https://en.wikipedia.org/wiki/Amber_Glenn), who announced on Instagram just before the Games that she was named [Bloom Nutrition’s](https://bloomnu.com/?srsltid=AfmBOoq5cLdobcnZV_yI7WBVc8KouzX5gbaPja2Bu7k7QZ9ygOkL1ShX) first-ever athlete partner. > [@amberglenniceskater](https://www.tiktok.com/@amberglenniceskater?refer=embed "@amberglenniceskater")Thrilled to announce that I’m officially @bloomsupps first-ever athlete partner! It’s so important to me that a brand partner supports my creativity while empowering me to be my best self, and Bloom does exactly that. [\#bloompartner](https://www.tiktok.com/tag/bloompartner?refer=embed "bloompartner") > > [♬ original sound – Amber](https://www.tiktok.com/music/original-sound-7595237591169583902?refer=embed "♬ original sound - Amber") Chinese freestyler [Eileen Gu ](https://en.wikipedia.org/wiki/Eileen_Gu)displays savvy on the slopes across her [TikTok channel](https://www.tiktok.com/discover/Eileen-gu). Clad in her ski gear, Eileen’s [Red Bull](https://en.wikipedia.org/wiki/Red_Bull) helmet can’t be missed. > [@crzytapes](https://www.tiktok.com/@crzytapes?refer=embed "@crzytapes")Eileen Gu ✨ the most decorated female freestyle skier [\#eileengu](https://www.tiktok.com/tag/eileengu?refer=embed "eileengu") [\#winterolympics](https://www.tiktok.com/tag/winterolympics?refer=embed "winterolympics") [\#olympics2026](https://www.tiktok.com/tag/olympics2026?refer=embed "olympics2026") > > [♬ original sound – crzytapes](https://www.tiktok.com/music/original-sound-7608403388887255839?refer=embed "♬ original sound - crzytapes") And here’s Team USA star [Alysa Liu](https://www.instagram.com/alysaxliu/?hl=en), [who took home Gold](https://www.si.com/winter-olympics/womens-figure-skating-free-skate-live-updates). We spy on her IG: Olympic rings on a cake and a clip from her appearance on [Jimmy Kimmel Live](https://en.wikipedia.org/wiki/Jimmy_Kimmel_Live!). Also, the figure skater plugged the Samsung Galaxy Z Flip7 Olympic Edition. [Samsung](https://en.wikipedia.org/wiki/Samsung) is a major sponsor of Team USA. Play Australian bobsledder [Desi Johnson](https://www.instagram.com/desijohnsonn/?hl=en) has an “I-miss-home” moment in this TikTok video. She runs to a section of Aussie goods in the dining hall. “Arrive at the AIS and they bring Australia back to us after months in Europe.” she posts. Brands like [Milo](https://www.milo.com.au/) and [Nutrigrain](https://www.kelloggs.com.au/en_AU/brands/nutri-grain.html) receive call outs. > [@desijohnsonn](https://www.tiktok.com/@desijohnsonn?refer=embed "@desijohnsonn")I missed nutrigrain and Milo 🥹🥹🥹😭😭😭 [\#olympics](https://www.tiktok.com/tag/olympics?refer=embed "olympics") [\#teamaustralia](https://www.tiktok.com/tag/teamaustralia?refer=embed "teamaustralia") @Sarah Blizzard @Australian Olympic Team > > [♬ Carefree Days – Peaceful Reveries](https://www.tiktok.com/music/Carefree-Days-7447009822804920336?refer=embed "♬ Carefree Days - Peaceful Reveries") Italian alpine racer [Sofia Goggia](https://www.instagram.com/iamsofiagoggia/?hl=en) peppers her accounts with sponsor ads, like this one for makeup and skincare brand [Kiko Milano](https://www.kikocosmetics.com/en-us/?utm_medium=cpc&utm_source=google&utm_campaign=US_BRAND_KIKO_Top_Keywords&gclsrc=aw.ds&gad_source=1&gad_campaignid=18854621251&gbraid=0AAAAADgvFxJhHx-WyE3YqhB7ekCd1PWaq&gclid=Cj0KCQiAhtvMBhDBARIsAL26pjGhMb1tNFB7Qg9T4qAEUYnOjZb9n4nfe9ITnPGjsH5zdqR6nKRgGKYaAqbgEALw_wcB): “Every Journey Has a Color.” > [@sofiagoggia](https://www.tiktok.com/@sofiagoggia?refer=embed "@sofiagoggia")“Determinazione, resilienza e la forza di rialzarsi sempre: questo è il mio viaggio verso Milano Cortina 2026 ❤️‍🔥 Sono orgogliosa di essere parte della campagna [\#EveryJourneyHasAColour](https://www.tiktok.com/tag/everyjourneyhasacolour?refer=embed "everyjourneyhasacolour") in collaborazione con @kikomilano, che celebra storie autentiche e racconta il coraggio di essere se stessi 💚Ogni traguardo raggiunto ha un colore diverso, ogni sfida superata racconta chi siamo davvero 🎨✨ Il mio percorso continua, e sono pronto/a a dare il mio massimo. ❤️[\#adv](https://www.tiktok.com/tag/adv?refer=embed "adv") [\#MilanoCortina2026](https://www.tiktok.com/tag/milanocortina2026?refer=embed "milanocortina2026") [\#KIKOMilano](https://www.tiktok.com/tag/kikomilano?refer=embed "kikomilano") > > [♬ suono originale – SofiaGoggia](https://www.tiktok.com/music/suono-originale-7585163142661933846?refer=embed "♬ suono originale - SofiaGoggia") Then there are the social posts that give way to the personality of these Olympic gods. U.K. skeleton racer [Matt Weston](https://www.instagram.com/matt_weston_skeleton/?hl=en)—[a newly-minted Gold medalist](https://www.olympics.com/en/milano-cortina-2026/news/winter-olympics-2026-matt-weston-strikes-gold-again-winning-the-skeleton-mixed-team-title-with-tabitha-stoecker)—gives a tour of his room inside the Olympic Village in Cortina. “This is the lounge, kitchen—everything all in one room.” > [@tntsports](https://www.tiktok.com/@tntsports?refer=embed "@tntsports")Matt Weston gives us a tour of his room in the Olympic Village 🏡🇮🇹 > > [♬ original sound – TNT Sports](https://www.tiktok.com/music/original-sound-7607833468613036832?refer=embed "♬ original sound - TNT Sports") Australian figure skater [Holly Harris](https://en.wikipedia.org/wiki/Holly_Harris) shows off her nails—with the Olympic rings decorating them. > [@holly\_harris](https://www.tiktok.com/@holly_harris?refer=embed "@holly_harris")Leaving in 2 and a half days!!! 🥹🫶🏼🇦🇺🇮🇹💅🏼 [\#olympics](https://www.tiktok.com/tag/olympics?refer=embed "olympics") [\#roadtomilanocortina2026](https://www.tiktok.com/tag/roadtomilanocortina2026?refer=embed "roadtomilanocortina2026") [\#nails](https://www.tiktok.com/tag/nails?refer=embed "nails") [\#figureskating](https://www.tiktok.com/tag/figureskating?refer=embed "figureskating") > > [♬ Last Train to London – Electric Light Orchestra](https://www.tiktok.com/music/Last-Train-to-London-7156625355065788417?refer=embed "♬ Last Train to London - Electric Light Orchestra") Aussie [Scotty James](https://www.instagram.com/scottyjames31/?hl=en), who competes in snowboarding, tries his best to do the [Hugh Grant’s dance sequence](https://www.youtube.com/watch?v=csXoxHYJwU0) from [Love Actually](https://en.wikipedia.org/wiki/Love_Actually): > [@leadstoryofficial](https://www.tiktok.com/@leadstoryofficial?refer=embed "@leadstoryofficial")Australian snowboarder Scotty James brought some pre-competition joy to Milan by recreating Hugh Grant’s iconic dance from Love Actually. The athlete, dressed in his Australian Olympic tracksuit, performed the memorable routine set to ‘I’m Falling in Love’ just before heading into his Olympic half-pipe event. Commentators were quick to compare his moves to the original and offered their support as he prepares to compete. [\#scotty](https://www.tiktok.com/tag/scotty?refer=embed "scotty") james [\#olympics](https://www.tiktok.com/tag/olympics?refer=embed "olympics") [\#snowboarding](https://www.tiktok.com/tag/snowboarding?refer=embed "snowboarding") [\#loveactually](https://www.tiktok.com/tag/loveactually?refer=embed "loveactually") [\#hughgrant](https://www.tiktok.com/tag/hughgrant?refer=embed "hughgrant") > > [♬ original sound – LeadStory – LeadStory](https://www.tiktok.com/music/original-sound-LeadStory-7605365891202681611?refer=embed "♬ original sound - LeadStory - LeadStory") Team USA’s [Elana Meyers Taylor](https://www.instagram.com/elanameyerstaylor/?hl=en), now in her fifth Olympics, [finally won Gold in the women’s bobsledding event, the Manobob](https://www.youtube.com/watch?v=yk7NIaCf6vY). Her Instagram touches the heart, as she details being the Mom of two and the wife of [Nic Taylor](https://www.instagram.com/nictaylorusa/?hl=en), a professional bobsledder. Taylor proudly references Disability Parenting – both her children are deaf—and were by her side when she learned she had won. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/02/19132847/Screenshot-2026-02-19-at-123432%20PM.png) And, of course, there’s [Mikhail Shaidorov](https://en.wikipedia.org/wiki/Mikhail_Shaidorov), who stunned the world in the men’s freeskate. Shaidorov skated a flawless performance and went on to win gold—Kazakhstan’s first in the sport. What does an Olympic athlete do the night after the performance? See below: ![](https://cdn.musebyclios.com/wp-content/uploads/2026/02/19132851/Screenshot-2026-02-19-at-90547%20AM.png) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** Sports **Tags:** Olympics **Sections:** Entertainment, Trending --- ### [Bright Idea: Solar Energy Co. Leads Our 5 Ads of the Week](https://musebyclios.com/advertising/bright-idea-dutch-energy-co-leads-our-5-ads-of-the-week/) **Published:** February 19, 2026 **Author:** David Gianatasio **Content:** ### [Bestest: Zonneplan Lights It Up With Absurdity](https://musebyclios.com/advertising/dutch-energy-co-lights-it-up-with-absurdity/) A bear-like dad eats a tablecloth and curls up in the fetal position as a barefoot pitchman glides around on a hoverboard. How could this NOT be the week’s best ad? Pointed absurdity hypes affordable solar power. From Zonneplan and Ace Amsterdam. **And in no particular order…** ### [Who Needs Pants? Sugar Brand Unzips Workplace Nudity](https://musebyclios.com/advertising/who-needs-pants-sugar-brand-unzips-workplace-nudity/) Naked people get a rise in the conference room every time. Just don’t tell HR. A superbly sophomoric approach from Broken Heart Love Affair and director Aaron Ruell. ### [So Many Wake-Up Songs From Folgers](https://musebyclios.com/music/so-many-wake-up-songs-from-folgers/) Who wants a cup of perky, tuneful nostalgia? The “Best Part of Wakin’ Up” jingle mashes with snippets of morning-themed pop songs. BBH USA and Calmatic say rise and shine. ### [Zip Trusts You to Buy Now and Pay Later](https://musebyclios.com/advertising/zip-trusts-you-to-buy-now-and-pay-later/) Consumers trust themselves way more than banks. That sounds like a D’uh! insight—and it is. But Majority Agency’s jokey take on the theme is pure money. ### [Canadian Cancer Appeal Doesn’t Hold Back](https://musebyclios.com/health/canadian-cancer-appeal-doesnt-hold-back/) The Garden lays it all on the line in this surprisingly stark yet ultimately hopeful outing for Childhood Cancer Canada. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** childhood cancer canada, Folgers, sugar in the raw, zip, zonneplan **Sections:** Trending --- ### [John Cena's Love Affair With Hefty Bags Just Gets Stronger](https://musebyclios.com/advertising/john-cenas-love-affair-with-hefty-bags-just-gets-stronger/) **Published:** February 20, 2026 **Author:** David Gianatasio **Content:** Now that he’s retired from the WWE, John Cena’s got loads of time to stay home and take out the garbage. Or engage in friendly trash talk with his neighbors. Big guy gets around. This week, the pro wrestling legend returns in three fresh “Strong Choice” commercials. As usual, John’s a powerhouse presence with [great comic timing](https://musebyclios.com/health/no-one-can-see-john-cena-in-neutrogena-ads/) and ample mainstream appeal. Mostly, though, we dig John’s weathered, expressive face. That jutting chin, those sleek cheekbones. He sells it with each sideways glance and silly expression. They seem to say: *Buy Hefty. Trust me. Would this rugged forehead lie?* “Strong doesn’t always look the same,” says VP of marketing Brienne Neisewander. “It can be unexpected or unconventional—and that’s exactly what we’re celebrating, and why John Cena is the perfect embodiment of this idea.” “While he’s known for his physical strength, what truly sets John apart is his confidence to stand out, lean into humor and fully commit to who he is. That spirit of making bold choices and owning them is something we should all have the confidence to do.” McCann created the sitcom-style spots, with [Cameron Harris](https://www.gravy-films.com/directors-cameron-harris) directing via Gravy Films. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** John Cena, McCann **Sections:** Entertainment, Trending --- ### [Plot Execs Discuss Their Multi-Disciplinary Approach](https://musebyclios.com/2-minutes-with/plot-execs-discuss-taking-a-multi-disciplinary-approach/) **Published:** February 17, 2026 **Author:** Shahnaz Mahmud **Content:** [Rahul](https://www.linkedin.com/in/thisisrahulmadan/) is a founding partner and creative producer, [Maxim](https://www.linkedin.com/in/maxim-vlassenko-83213417/) is an executive producer and [Eric ](https://www.linkedin.com/in/eric-richards33/)is a CD and photographer at[ Plot](https://www.linkedin.com/company/madebyplot/), a leading production studio in Toronto. We spent two minutes with Maxim, Eric and Rahul to learn more about their backgrounds, their creative inspirations and recent work they’ve admired. # Maxim, Eric and Rahul, tell us … ### Where you grew up, and where you live now. - Rahul: I grew up in Scarborough and these days I’m living in Toronto’s west end with my girlfriend. - Maxim: I grew up in Kazakhstan (yes, I’ve heard every [Borat](https://en.wikipedia.org/wiki/Borat) joke you can imagine) and moved to Toronto with my family in 2000. I currently reside in the city with my partner, daughter and incredibly needy bichon poodle, Salami. - Eric: I grew up in Toronto and still live here. ### How you first realized you were creative. - Rahul: I grew up playing drums in a band and skateboarding every chance I had. Skate culture stuck with me, especially the brands and what they represented. It became about identity and storytelling, which carried into fashion and shaped the way my taste and instincts developed. Whether I was on the football field or in the classroom, I was always tuned into the details that helped shape the way things came together. - Maxim: I was drawn to basketball at an early age and was impressed with unique moves, no-look passes and players’ quick decision making when it comes to creatively approaching the game. This set me off to find the parallels between sport and art, ultimately propelling me toward film school. - Eric: As a kid, I’d take apart my bike or my computer to see if I could put them back together. With cartoons, anime, music videos and movies, I wanted to know how they were made. ### A moment from high school or college that changed your life. - Rahul: Playing football at Western University was a big turning point. It gave me things like discipline, work ethic and accountability, But more importantly, it’s where I met my business partner, Eric, setting the stage for what I do now. - Maxim: During my first year at film school, I got the opportunity to travel to the Philippines to work on a short documentary project, [The Sugar Bowl](https://www.imdb.com/title/tt2012090/), to do location sound recording. That experience opened my eyes to what this industry could offer. - Eric: I remember watching [How to Make It in America ](https://en.wikipedia.org/wiki/How_to_Make_It_in_America)and thought to myself: “That’s something I could actually do.” ### Your most important creative inspirations, and some recent stuff you love. - Rahul: Music is my number one inspiration. Nothing shifts my mood faster, so I always curate the first song of the day to set the tone. - Maxim: I grew up studying Italian Renaissance art and architecture and often draw inspiration from this. I also grew up watching a ton of [Anthony Bourdain](https://en.wikipedia.org/wiki/Anthony_Bourdain) and loved his approach to life and art. More recently, as a big sports fan, the storytelling in Netflix’s[ Untold](https://en.wikipedia.org/wiki/Untold_(film_series)) is fantastic. - Eric: [Anime](https://en.wikipedia.org/wiki/Anime) was a huge part of my life growing up. It still fuels my imagination and keeps me feeling young. Recently, I’ve been into horror films. Their stories are so inventive, but it’s the craft that really gets me. ### One of your favorite creative projects you’ve ever worked on. - Rahul: I produced an album campaign for Toronto artist [j ember](https://www.instagram.com/jember/?hl=en) called [Full Size Render](https://open.spotify.com/track/13YkIo5DIQwpJvPjEzgY3D). It was made with love and care and friends. - Maxim: Four years ago I directed a documentary about [NBA](https://en.wikipedia.org/wiki/National_Basketball_Association) all-star[ Fred VanVleet](https://en.wikipedia.org/wiki/Fred_VanVleet). Growing up playing basketball, and being on the roller coaster of the [Toronto Raptors ](https://en.wikipedia.org/wiki/Toronto_Raptors)championship ride, was a dream come true. - Eric: An early music video I directed for [Mario Puglia](https://www.instagram.com/mariopuglia/reels/) called [“Eucalipto.”](https://www.youtube.com/watch?v=dIdKGdRVhFg&list=RDdIdKGdRVhFg&start_radio=1) Play ### A recent project you’re proud of. - Maxim: We spent a few weeks with [Stella Artois ](https://en.wikipedia.org/wiki/Stella_Artois)at [Wimbledon](https://en.wikipedia.org/wiki/Wimbledon_Championships) last year and got the chance to work with [David Beckham](https://en.wikipedia.org/wiki/David_Beckham), [Maria Sharapova](https://en.wikipedia.org/wiki/Maria_Sharapova) and [Andre Agassi.](https://en.wikipedia.org/wiki/Andre_Agassi) The [campaign](https://madebyplot.com/wimbledon-%E2%80%9925) centered around Stella’s limited-edition all-white can and we got a chance to photograph Andre Agassi dressed in white sitting in a sea of green seats. - Eric:[ “Destigmatize 2.0,”](https://beagle-robin-jtmr.squarespace.com/select-work/maggies-x-function) our [World AIDS Day](https://worldaidsday.org/) campaign with [FUNCTION](https://www.functionhealth.com/?utm_source=google&utm_source=google&utm_medium=Google&utm_campaign=20800990020&utm_content=%7Badid%7D&utm_term=function%20health%20tests&gad_source=1&gad_campaignid=20800990020&gbraid=0AAAAAqiw_KFFiNI3_4zAgUVKwLkDZpHx0&gclid=CjwKCAiAncvMBhBEEiwA9GU_flFdAJ6hC7AKXjDN_lhehIRyV5wpESYK_PhaSUSmOCKVvGfq3CrmchoCscwQAvD_BwE), [Maggie’s Toronto](https://www.maggiestoronto.org/) and [Yabu Pushelberg](https://www.yabupushelberg.com/). ### Someone else’s work you admired lately. - Rahul: Directing duo [Rubberband](https://rubber.band/). I share a similar sensibility and I really love some of the decisions they make in their storytelling. - Maxim: [Thomas Cervenca’s](https://cervenca.com/) work. He is an incredible Austrian director and his [Always Ketchup](https://www.roguefilms.co.uk/director-showreels/always-ketchup) piece really opened my eyes. - Eric: I recently saw this [Dior](https://www.youtube.com/watch?v=zFF_A35OP0I) spot directed by [Java Jacobs](https://javajacobs.com/) and thought it was great. It was fun, super relatable, well written and shot beautifully. ### Your main strength as a creative person. - Rahul: Listening to hear what’s really being said (and not said), and pulling meaning from it. - Maxim: I often lean on my multi-disciplinary approach as a creative person. Having a rounded skillset allows me to make quick decisions and problem solve on the go while still being able to collaborate with key creatives on our shoots. - Eric: Being a multidisciplinarian. Having a mix of experiences helps me bring a more well-rounded perspective to every project I take on. ### Your biggest weakness. - Rahul: Slowing down the pace and taking a breath. It always surprises me how much my productivity improves after I take some time away. - Maxim: I often get excited and jump deep into thinking how we can get a space lit or what we can do to bring a camera move to life. My two business partners sometimes need to snap me out of going down a deep technical rabbit hole. - Eric: My biggest weakness used to be delegation. Over time, I’ve learned that the best work comes from trusting the team and giving people space to bring their own strengths to the table. ### A mentor who helped you navigate the industry. - Rahul: My dad. His hard working mentality, positivity, and openness as a sounding board from a small business perspective has remained invaluable. - Maxim: [Misha Petrenko](https://www.mantlreps.tv/#!/Roster-Detail/misha-petrenko), a close friend and incredible cinematographer who has taught me an endless amount. More importantly, I was always impressed with his balance of family life and career aspirations. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:amy.corr@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Advertising **Tags:** Plot **Sections:** Community Voices, Entertainment --- ### [Derek Flanzraich of Healthyish Content on How the Industry Has Reduced Stigma](https://musebyclios.com/2-minutes-with/derek-flanzraich-of-healthyish-content-on-how-the-industry-has-reduced-stigma/) **Published:** February 23, 2026 **Author:** Shahnaz Mahmud **Content:** [Derek](https://www.linkedin.com/in/derekflanzraich/) runs Healthyish Content while publishing [5HT](https://www.5ht.com/subscribe), a weekly newsletter. Additionally, he founded two venture-backed startups, Greatist and Ness. We spent two minutes with Derek to learn more about his background, his creative inspirations and recent work he’s admired. Derek, tell us … ### Where you grew up, and where you live now. I grew up in South Florida, but relocated to Austin in 2020. ### How you first got interested in health. In the 2000s, I was incredibly frustrated with inaccessible—and frankly, garbage—health content online. Everything felt click-driven, alarmist or overly simplified. A few friends and I decided we were going to build something different and trustworthy. That effort led to [Greatist](https://greatist.com/), the health media company I ran until we sold it to [Healthline](https://en.wikipedia.org/wiki/Healthline) in 2019. ### One of your favorite projects you’ve ever worked on. When I was building [Ness](https://www.linkedin.com/company/nesswell/), my health-first credit-card startup, we wanted to get [Jonathan Van Ness](https://en.wikipedia.org/wiki/Jonathan_Van_Ness) involved. It was a long shot, but [he eventually came onboard](https://wwd.com/beauty-industry-news/wellness/jonathan-van-ness-discusses-financial-wellness-1235667318/) as a celebrity partner. We named him our chief self-care officer. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/02/22182902/Screenshot-2026-02-22-at-62112%20PM.png)### A recent project you’re proud of. Launching [Oshi Health’s](https://www.healthyishcontent.com/post/oshi-health-content-traffic-case-study) DTC content strategy from scratch and scaling it into the company’s marketing channel. ### One thing about how health is evolving that you’re excited about. One shift I’m especially excited about is a fundamental rethink of mental health. We’ve made real progress in reducing stigma. The next phase is about upgrading the solution set. The narrative is finally moving beyond seeing mental health as *“*a chemical imbalance” and toward a more complete picture. That shift opens the door to smarter, more holistic interventions, like calming chronic inflammation, supporting gut health and improving mitochondrial function. ### Someone else’s work, in health or beyond, that you admired lately. [David Protein](https://davidprotein.com/?srsltid=AfmBOorn485LZdOvcNeDn_wBxJHyhL6K-IwF0qpAp4dreZEAcEQiVFPr) has made some bold marketing moves lately. It’s not often you see a company known for protein bars [selling cod](https://www.5ht.com/p/5ht-5-healthyish-things-including-blood-cleaning-and-my-morning-routine#david) on its site. But they did so to make a point about how difficult it is to achieve a nutritional profile similar to its bars. Their [latest OOH ](https://x.com/iiiitsandrea/status/2009064638366011641?)is also genius. ### A book, movie, TV show, or podcast you recently found inspiring. Anything by [Ray Bradbury](https://raybradbury.com/). His writing makes me dream, think and cry. And watching [K-Pop Demon Hunters](https://en.wikipedia.org/wiki/KPop_Demon_Hunters) with my kiddos. ### A visual artist or band/musician you admire. [Wassily Kandinsky](https://en.wikipedia.org/wiki/Wassily_Kandinsky). I love anyone with [synesthesia](https://www.psychologytoday.com/us/basics/synesthesia). ### Someone worth following on social media. Big fan of [Nik Sharma](https://www.linkedin.com/in/mrniksharma/). His [newsletter](https://www.nik.co/subscribe) is also awesome. ### Your main strength as a marketer/creative. I’m bullish about best-answer-style content as the most effective way for health brands to build authority. My edge is helping brands buy into the strategy and go from “will this work?” to “this is working!” ### Your biggest weakness. Setting better boundaries is one thing I’m trying to work on this year. The first thing I did was to get my friend [Melissa Urban’s](https://whole30.com/author/melissa/) [The Book of Boundaries](https://www.goodreads.com/book/show/60706850-the-book-of-boundaries). Melissa started [Whole 30](https://en.wikipedia.org/wiki/Whole30). Based on what I’ve learned so far, I’m actively saying no to new projects that aren’t true priorities, even when I think they’re interesting, flattering or involve cool people. I’m also working on not over-explaining. ### Something people would find surprising about you. I performed in drag on Broadway. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:emily.seal@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Health and Wellness **Tags:** Healthyish **Sections:** Community Voices --- ### [Preventing the Rise of 'Zombie Brands'](https://musebyclios.com/advertising/john-long-on-preventing-the-rise-of-zombie-brand/) **Published:** February 18, 2026 **Author:** Amy Corr **Content:** When the heart and soul of a brand diminishes and its messaging echoes those of its rivals, well then, you’ve found a zombie brand. John Long , ECD of Digitas, recently released a paperback version of his book [Zombie Brands: How Brands Lost Their Humanity—and How They Can Regain Their Appeal in the Age of AI](https://www.amazon.com/Zombie-Brands-brands-humanity-regain/dp/B0GF3L4TFJ/ref=sr_1_1?crid=1ST08F1N4BGRT&dib=eyJ2IjoiMSJ9.RQC3vMTekyNEWWOFxqcF4g8MN_5qaKs8bo8vkwRxyaMG5R5HAusrLFYahm8Y7YJUeNFzW0ojxPML0JB-5T75Qfe476bG4ytzJ2aw4s362xpCKDFNahggD4h8C-9ty17Q.fQNX8UiteqCDd49Fq9sGNO4vV3cMHOV9tw7lK2JTOgY&dib_tag=se&keywords=zombie+brands+john+long&qid=1771431209&sprefix=zombie+brands+j%2Caps%2C179&sr=8-1). Muse caught up with Long to learn more about Zombie Brands and how brands can avoid becoming one. ### Muse: What’s a Zombie Brand? John Long: The thing about zombies is, they’re not human. They *look* human, but they don’t have a soul. They all have the same dreary appearance. They sound alike–all grunting the same clipped phrases. And they’re relentless. They stagger around endlessly looking for brains to eat. Sadly, this describes how too many brands act today. They’re hollowed out—shells of their former selves. They use the same web-friendly fonts and the same stock photography. They speak in the same bland tone of voice and use the same phrases. And once they spot you, they maniacally follow you until you BUY NOW. ### I love that a Twitter thread started the idea for this book. When did you decide to turn the viral thread into something more? Ah, the Twitter thread. It’s still [pinned at the top of my profile](https://x.com/janthonylong/status/1579495594611310592). It started a few years back. Whenever I saw an atrocious banner ad, I’d screenshot it and juxtapose it next to a classic ad from the same brand. When the “how it started/how it’s going” meme took off, I used that format, and the thing just exploded. One day, a friend suggested I put the entire collection in a single thread. It hit 1 million views, was shared around the world and got covered by a U.K. trade publication. It clearly struck a nerve. So I knew I’d hit on something. I kept staring at the post at the top, featuring two Absolut ads side by side—one from TBWA’s legendary run in the ’80s and ’90s, the other a forgettable banner—and thought, “there’s a story here.” The usual explanations—lazy agencies, timid clients, short timelines—felt too small. There were bigger, tectonic forces that had reshaped the industry and I wanted to unpack those. But I didn’t want to write a book that was just a bunch of complaints. I wanted to outline a positive way forward. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/02/18112633/Zombie-hed-2026-2.jpg)### Did most of the thread make it into the book? Not directly. The thread sparked the idea, but the book goes deeper. Two brands in particular are case studies: Nike and Adidas. They both, at different times, turned themselves into Zombie Brands. In Adidas’ case, they over-invested in performance media and stopped investing in the brand–and their sales tanked. Nike made the same mistake a couple years later by going all-in on direct-to-consumer, which also hurt their business. ### Are you still gathering instances of zombie brands in the wild? No. The thread did its job in helping me diagnose the problem and now I’m more interested in helping brands reverse the disease. I’m also trying to wean myself off Twitter (I refuse to call that site anything else.) ### How do brands slide into this pitfall? It’s all too easy. In the book, I identify four big technologies–the Internet, digital media, social media and the smartphone–that contributed in various ways to zombification. The collapse of mass media and the unprecedented availability of data made the shift from fame to targeting inevitable. And short-termism–the over-reliance on campaigns with short-term objectives–is a widespread problem, as System1 and Effie just pointed out in [“The Creative Dividend.”](https://system1group.com/the-creative-dividend) The good news is, there’s a way out. And it starts with remembering the fact that people like brands for the same reasons they like people. ### How much of a challenge is it for brands to un-zombify themselves? I don’t think it’s complicated. Be human. More specifically: have a distinct look and feel, a unique voice, a strong point of view–and be relentlessly consistent. Don’t rely too heavily on stock photography and stock music. Make sure you’re showing up in media channels that are conducive to building an emotional connection with your audience and not just in formats that scroll. Calibrate your influencer partnerships so they amplify your brand. And if you’re doing activations, make sure they’re thematically aligned with your core offering. It’s more difficult to get and hold attention in this environment. But it’s by no means impossible. Just ask Oatly and [Liquid Death](https://musebyclios.com/tag/liquid-death/), whose praises I sing in the book. ### Who should read Zombie Brands? Anyone who works in advertising and marketing and senses something needs to change. So creatives, strategists, media planners, CMOs, even students. ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Advertising **Tags:** John Long, Zombie Brands **Sections:** Trending --- ### [Mocktails Soar, Rambo Curls and More Timely Trends for Your Amusement](https://musebyclios.com/on-trend/mocktails-soar-rambo-curls-and-more-timely-trends-for-your-amusement/) **Published:** February 18, 2026 **Author:** David Gianatasio **Content:** Super Bowl 60 may be a distant memory—most of [the ads](https://musebyclios.com/super-bowl/super-bowl-60-see-all-the-commercials/) certainly are—but ESPN’s promo machine is already on lock for … Super Bowl 61. Gird yourself for a [full year of hype](https://www.adweek.com/convergent-tv/disney-reveals-super-bowl-plans-including-a-yearlong-big-game-celebration/), the network promises, for its first Big Game airing. There are some familiar faces and newly minted stars from the Winter Olympics—fave by far, [Curling Rambo](https://www.msn.com/en-us/sports/other/curling-rambo-who-is-olympic-viral-sensation-aidan-oldenburg/ar-AA1Wje8g?apiversion=v2&domshim=1&noservercache=1&noservertelemetry=1&batchservertelemetry=1&renderwebcomponents=1&wcseo=1)—along with record-breaking ratings for the NBC empire. And BFFs turned out in force for the top box office draw, Wuthering Heights, where a 75 percent female audience could mean more big-budget films targeted at women. Or not. Teenage Mutant Ninja Turtles, Scrubs and The Mummy are the latest throwback properties getting revivals on large and small screens, and there are at least two pickleball flicks in the works. In time for Lunar New Year, more Americans than ever are co-opting traditional Chinese medicine, and longevity is the hottest topic around. So is [looksmaxxing](https://www.nytimes.com/2026/02/13/style/clavicular-looksmaxxing-braden-peters.html), if you have the stomach for it. Just don’t get mogged. Read on for more trends in media, marketing and the pop cultureverse. > View this post on Instagram > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > [A post shared by The Free Spirits Company (@drinkfreespirits)](https://www.instagram.com/p/DS-0ng8jB6P/?utm_source=ig_embed&utm_campaign=loading) ### BOTTOMS UP Teetotalers, unite! Or more like: Zebra stripers who alternate cocktails with mocktails, represent! While traditional liquor sales slump, the modern temperance movement soars, accounting for $1.01 billion in 2025 retail sales. That’s an 18.5 percent increase from the previous year, per NIQ research. Non-alcoholic spirits sales jumped 70.5 percent, wine 23.4 percent and beer (the most significant segment by far) 19.4 percent last year, according to NIQ. Dry January, also a double-digit boon for weed-spiked drinks, continues to set new high-water marks for booze-free consumption. Brands in the space have been bolder than ever in their recent marketing, with Free AF launching a global out-of-home campaign with the saucy tagline, “Get drunk on life.” Free Spirits, meantime, went with “F\*ck Dry January” as a theme, urging consumers to change their lifestyle year-round and ditch “11 months of bad decisions and poor mental and physical health,” via the ongoing tagline, “Drink like you mean it.” Expect the sober curious crowd, many of them Gen Z, to keep the party going for the foreseeable future. ### A DIFFERENT LIQUID DIET First came Soylent, and no, despite being named after a dystopian sci-fi movie, it is not people. It’s a meal replacement brand targeted squarely at Silicon Valley tech bros. You know, the 9-9-6 crowd so dedicated to grind culture that there’s no stopping for something as frivolous as lunch. While that forerunner company has struggled lately, the overall category has blossomed. Globally, it’s expected to be worth $37 billion by 2030, having largely shed its novelty rep. These days, the audience isn’t just Bay Area denizens—it’s everyone from older folks to GLP-1 users and wellness-obsessed millennials looking for nutrient-dense food that doesn’t require cooking (or chewing). Close cousin: [boy kibble](https://www.nytimes.com/2026/02/09/style/boy-kibble-ground-beef-protein-dinner.html?utm_source=substack&utm_medium=email). Wired recently ran an extensive review of meal replacement products from Happy Viking, True Nutrition, SaladPower, SlimFast (an OG in the field) and others. Huel, rated “best overall,” reported $289 million in revenue in 2024, making crucial inroads from DTC-only to Target and Costco. Gone are the days when goo and dehydrated food packets were only for astronauts and preppers. Liquid salad: it’s what’s for dinner. ### BOND ON THE BRAIN The director is in place—Dune’s Denis Villeneuve—as is the writer, Peaky Blinders’ Steven Knight. And shooting for the unnamed Bond 26 movie could begin as early as this spring, according to the active rumor mill around the famed franchise. The star? Still unnamed, but come on, anyone can see it should be Dev Patel. Meantime, Netflix fans may have noticed a first-time James Bond infusion, with the entire library of 25 classic flicks popping up on the streamer in recent weeks. The licensing deal with new IP owner Amazon ends in a few months, so binge accordingly. On the brand front, The Macallan recently launched a Diamonds Are Forever 55th Anniversary Release at a swanky Hollywood Hills party. The celeb-heavy soiree, with a Finneas performance, pulled several trend levers simultaneously: immersive experience, cool collaboration, shared storytelling, nostalgic vibes and premium collectible (read scarcity sells). Like that $750 limited-edition bottle of 18-year-old single-malt scotch, Bond is aging well. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/02/18065056/gtr.jpeg)Photo: Randy Shropshire, The Hollywood Reporter via Getty Images ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** On Trend **Tags:** ESPN, Huel, Olympics **Sections:** Entertainment, Trending --- ### [Casey House's Latest HIV Appeal Drops F-Bombs to Blast Through Barriers](https://musebyclios.com/musings/casey-houses-latest-hiv-appeal-drops-f-bombs-to-blast-through-the-clutter/) **Published:** February 20, 2026 **Author:** David Gianatasio **Content:** There’s a widely held belief that HIV is “solved.” Medically speaking, there’s extraordinary progress. Treatment has transformed what was once a fatal diagnosis into the possibility that one pill a day can allow anyone to live a beautiful, long and healthy life. But so much has to fall into place for that to be possible. Yes, in a perfect world, HIV wouldn’t be such a big f\*cking deal anymore, but we all know the world isn’t perfect. A perfect world assumes a life with stable housing. Safe access to healthcare. Supported mental health. And freedom from the stigma that can influence both treatment and disclosure. In speaking with people living with HIV, we heard a very different reality. The issue isn’t whether treatment exists, it’s whether treatment is sustainable. And sustainability depends on far more than medication. That became the strategic core of “Big F\*cking Deal,” the latest installment of our long-running “Smash Stigma” platform for [Casey House](https://caseyhouse.ca/). Play Rather than create another awareness piece about HIV treatment, we asked a different question: What happens when HIV intersects with housing insecurity, substance use, trauma or mental illness? What happens when those pressures compound? We tend to silo problems. HIV here. Housing there. Mental health somewhere else. But nothing in real life operates in a silo. Health outcomes are shaped by systems and humanity, and neither is perfect. So instead of telling a medical story, we chose to tell a human story. I want to stress, this is just one story, but over the years, we have heard countless stories with pieces of what’s in the film. And this shaped every aspect of how the film was made and the experiences of our main character, Jordan. We worked closely with Academy Award–nominated filmmaker Hubert Davis to ensure the tone resisted sensationalism. This wasn’t about shock. It wasn’t about dramatic decline. It was about accumulation—how small pressures build quietly over time. If this were real life, the events that Jordan experiences would have taken place over a two or three-year time span. Many of the film’s most intimate moments came directly from conversations with people living with HIV. A mother saying, “Don’t tell grandma.” Medication hidden in a bathroom cabinet before guests arrive. The subtle hesitation before disclosure. These are not headline-grabbing events. They are ordinary moments. But moments that are universal, and not just for those living with HIV. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/02/20153604/casey-1.jpeg)Almost everyone understands the vulnerability of someone opening a medicine cabinet and discovering something personal. That universality allowed us to talk about HIV stigma in a way that felt broadly relatable. On set, we talked a lot about restraint. How long do you hold on to a look? How much do you show versus imply? We also wanted to avoid making the story completely linear. Life is much more complex than that. It zigs and zags. Rejection can exist alongside love. Instability can sit next to moments of connection. If the film feels uncomfortable at times, it’s because the truth is uncomfortable—especially when it reveals how quickly stability can unravel. A recent study commissioned by Casey House found that only 44 percent of Canadians are confident people living with HIV receive stigma-free healthcare when they need it. That statistic is sobering. But numbers alone rarely shift perception. Stories can. Ultimately, this campaign wasn’t about re-explaining HIV. It was about reframing it. Treatment works. The science is there. But science doesn’t operate in a vacuum. Lives are shaped by housing, by mental health, by stigma and by systems that don’t always align. If there’s one craft lesson learned in this project, it was to reject simplicity. It’s just too easy to tie it all up in a nice bow. Complexity is often where the truth lives. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Health and Wellness, Musings **Tags:** Casey House, Tadiem **Sections:** Community Voices --- ### [Maggie Baron of Concept Arts: 'Music Doesn't Need Time, Ego, Intellect or Reasoning' to Make an Impact](https://musebyclios.com/2-minutes-with/maggie-baron-of-concept-arts-music-doesnt-need-time-ego-intellect-or-reasoning-to-make-an-impact/) **Published:** February 21, 2026 **Author:** Shahnaz Mahmud **Content:** [Maggie](https://www.linkedin.com/in/maggie-baron-375a9b13b/) is currently director of music at Concept Arts. She previously served in a similar role at GrandSon Creative, working with clients such as Neon, A24, HBO and Netflix. She is also a DJ on DUBLAB radio, an L.A. non-profit. We spent two minutes with Maggie to learn more about her background, her creative inspirations and recent work she’s admired. # Maggie, tell us … ### Where you grew up, and where you live now. I was born and raised five minutes from where [Marilyn Monroe’s](https://en.wikipedia.org/wiki/Marilyn_Monroe) star now sits on the [Hollywood Walk of Fame](https://en.wikipedia.org/wiki/Hollywood_Walk_of_Fame). I love being an Angeleno. I feel a deep connection to the city’s rich musical legacy, its scandals and success stories, its sunny but shadowy lore. L.A. is filled with true freaks, flops and failures. But it maintains a sense of wide-eyed hopefulness in spite of it all. ### Your earliest musical memory. I remember my parents playing everything from [Annie Lennox ](https://en.wikipedia.org/wiki/Annie_Lennox)to [Massive Attack](https://en.wikipedia.org/wiki/Massive_Attack) in the car. Seeing the world unfold around me, soundtracked by a [Talking Heads](https://en.wikipedia.org/wiki/Talking_Heads) or [Bjork](https://en.wikipedia.org/wiki/Bj%C3%B6rk) song, turned daily errands into cinematic experiences. It definitely helped lay the foundation for the work I do, and I’m grateful to my parents for planting the seed. They taught me that even the most average scenes can be enhanced by a song playing in the background. ### Your first concert and what you remember about it. [Spice Girls](https://en.wikipedia.org/wiki/Spice_Girls) at the Great Western Forum, August 15, 1998. I’m lucky to have been a pre-tween during the height of not just pop history, but the pop-STAR industry. Back then, it felt like the mold for modern icons was being broken by people like [Britney](https://en.wikipedia.org/wiki/Britney_Spears) and [Christina](https://en.wikipedia.org/wiki/Christina_Aguilera). ### Your favorite bands/musicians and what you love about them. The [Deftones](https://en.wikipedia.org/wiki/Deftones). I’m obsessed with how their aggressive instrumentation is balanced by [Chino Moreno’s](https://en.wikipedia.org/wiki/Chino_Moreno) melodic vocals, creating music that’s heavy and confrontational, yet vulnerable and sweet at the same time. I got a [White Pony](https://en.wikipedia.org/wiki/White_Pony) tattoo—it’s my favorite record of theirs and a constant source of inspiration. [Nine Inch Nails](https://en.wikipedia.org/wiki/Nine_Inch_Nails). [Trent](https://en.wikipedia.org/wiki/Trent_Reznor) is the greatest, most versatile talent/producer/composer/rockstar of our time. [Pretty Hate Machine](https://en.wikipedia.org/wiki/Pretty_Hate_Machine) is my favorite album of theirs. [Lana Del Rey](https://en.wikipedia.org/wiki/Lana_Del_Rey). Brilliant, poetic songwriting, stunning vocals and a lovely human. I also love [The Prodigy](https://en.wikipedia.org/wiki/The_Prodigy). Any group blending punk and electronics is the genetic DNA of my music taste. [Sextile](https://en.wikipedia.org/wiki/Sextile_(band)) is a current group doing this kind of thing so well. ### How you get your music these days. I trust my A&R friends at indie labels to tell me who I should have my eyes and ears on. Most of my friends are either in the sync world, DJs or are overall music heads. I’m constantly digging for music online whether it’s for work or DJing or my [Dublab](https://www.dublab.com/) show. I love [Soundcloud](https://soundcloud.com/) and [Bandcamp](https://en.wikipedia.org/wiki/Bandcamp). I [Shazam ](https://en.wikipedia.org/wiki/Shazam_(music_app))the most while listening to [KXLU ](https://en.wikipedia.org/wiki/KXLU)and Dublab. ### Your favorite place to see a concert. [Hollywood Masonic Lodge](https://en.wikipedia.org/wiki/Hollywood_Masonic_Temple). An eerie, cozy old property nestled in [Hollywood Forever Cemetery](https://en.wikipedia.org/wiki/Hollywood_Forever_Cemetery). Parking is free and easy, the sound is good and it doesn’t get much more [Hollywood Babylon](https://en.wikipedia.org/wiki/Hollywood_Babylon) than seeing a show on the same hallowed grounds as [Judy Garland’s](https://en.wikipedia.org/wiki/Judy_Garland) mausoleum. I’ve seen [Smerz](https://en.wikipedia.org/wiki/Smerz), [A.G. Cook](https://en.wikipedia.org/wiki/A._G._Cook), [Tim Hecker](https://en.wikipedia.org/wiki/Tim_Hecker), [Crosses](https://en.wikipedia.org/wiki/Crosses_(band)), [Mary Lattimore](https://en.wikipedia.org/wiki/Mary_Lattimore), [Kaitlyn Aurelia Smith](https://en.wikipedia.org/wiki/Kaitlyn_Aurelia_Smith) and more in this sacred, intimate setting. ### Your favorite music video. The Prodigy’s [“Smack My Bitch Up.”](https://www.youtube.com/watch?v=xW17jtkjvvg) I was glued to MTV growing up and they had a “Banned from TV” block. It’s so provocative and original and the unexpected twist at the end will stay with you forever. Play ### Your favorite music-focused TV show and/or podcast. I love docs that dissect polarizing and bizarre subcultural moments like the ones on[ Woodstock 99](https://en.wikipedia.org/wiki/Woodstock_'99) or [The Decline of Western Civilization](https://en.wikipedia.org/wiki/The_Decline_of_Western_Civilization_Part_II:_The_Metal_Years). ### A recent project you’re proud of. The[ Anora](https://en.wikipedia.org/wiki/Anora) trailer was a creatively rewarding project to work on. I’ve been a huge [Sean Baker](https://en.wikipedia.org/wiki/Sean_Baker) fan since [Tangerine](https://en.wikipedia.org/wiki/Tangerine_(film)). I love trailers because there is more budget for marketing, which means you can push boundaries with music and pull tracks they couldn’t license for the film or series. Play ### Someone else’s project that you admired recently. I really loved what[ I Saw The TV Glow](https://en.wikipedia.org/wiki/I_Saw_the_TV_Glow) did with their fully original soundtrack collaboration for [Secretly Group](https://en.wikipedia.org/wiki/Secretly_Group). The film is very referential to ’90s [Nickelodeon](https://en.wikipedia.org/wiki/Nickelodeon). I’ve been wanting to see intentional, well-curated standalone soundtracks make a comeback, because the albums from movies like [Trainspotting](https://en.wikipedia.org/wiki/Trainspotting_(film)), [Go](https://en.wikipedia.org/wiki/Go_(1999_film)), [Romeo + Juliet](https://en.wikipedia.org/wiki/Romeo_+_Juliet) and[ The Matrix](https://en.wikipedia.org/wiki/The_Matrix) are what inspired me to become a music supervisor. ### What music can do that nothing else can. Music can evoke and manipulate emotion and it almost always heightens any situation without having to force it. It instantly intensifies every experience. It doesn’t need time, ego, intellect or reasoning to have an effect on you. ### What you’d be doing if you weren’t in the music world. I’d work with young addicts in recovery in the mental health/addiction space. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:michael.kauffman@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Advertising, Music **Tags:** Concept Arts **Sections:** Community Voices --- ### [Who Needs Pants? Sugar Brand Unzips Workplace Nudity](https://musebyclios.com/advertising/who-needs-pants-sugar-brand-unzips-workplace-nudity/) **Published:** February 18, 2026 **Author:** David Gianatasio **Content:** It’s a stripped-down campaign, OK? Sugar brand In the Raw goes the workplace humor/ad-sendup route via Broken Heart Love Affair. In the super-goody spot below, execs evaluate ideas for a new marketing push. Naturally, naked people show up to illustrate the proposals. “On set, we were walking a very fine line,” agency CCO Carlos Moreno tells Muse. “We’re literally taking ‘raw’ too far, but we never wanted the joke to feel crass or over the top. The tone had to land in that space of, ‘This is absurd … but I’ve absolutely been in this meeting before.’ The boardroom setting was deliberately familiar, with minimal art direction, so the comedy lived almost entirely in subtle performance.” Props to all for owning such a sophomoric scenario and making it work. This is advertising, not rocket science! Not everything needs to pack cinematic punch—especially when the term “cinematic” has been so overused that it’s basically meaningless. Here, we get 60 seconds of memorable brand-boosting silliness—isn’t that sweet enough? “Casting the nude roles sparked a few careful conversations,” says [Aaron Ruell](https://www.imdb.com/name/nm1088052/), who directed through Holiday Films. “It’s not every day you ask people to appear naked in a commercial. We made sure everyone understood the tone: understated, comedic, and never gratuitous.” “Then we had to settle on the drawings and how the private bits would be hidden,” he recalls. “The goal was to hide as little of the body as possible. And, surprisingly, it went smoothly with approvals.” The situation scores owing to “Aaron’s ability to draw out subtle cues, the micro-expressions, the half smiles, the quiet reactions that feel completely natural,” says Matt Barrett, senior director of marketing at SIR parent Cumberland Packing Corp. “Instead of exaggerated performances, he focused on the in-between moments,” he adds. “A glance. A look of shock. A small shift in expression. That subtlety is harder than going big. It takes trust and discipline. But it reflects the brand perfectly. Less noise. More intention.” The film drops this week, anchoring a push that includes refreshed packaging and digital experiences. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Broken Heart Love Affair, sugar in the raw **Sections:** Trending --- ### [Bibigo Created Special Chopsticks for Phone Scrolling During Meals](https://musebyclios.com/makers/bibigo-created-scrollsticks-chopsticks-for-phone-scrolling/) **Published:** February 18, 2026 **Author:** Amy Corr **Content:** Bibigo, the dumpling brand beloved by TikTok, has made a set of chopsticks for people who like to scroll while they eat. ScrollSticks are limited-edition chopsticks with touchscreen tips. One end is for eating and the other end is for phone scrolling. The brand enlisted research from Angus Reid and found that 66 percent of Americans use their phones during at least one meal a day. A video below shows the ScrollSticks in action: > [@bibigousa](https://www.tiktok.com/@bibigousa?refer=embed "@bibigousa")Introducing ScrollSticks: Regular chopsticks on one end 🥢; touchscreen tips on the other📱 We created the perfect utensils to binge food and content together. Need a pair? Use the link in bio! > > [♬ original sound – bibigo USA](https://www.tiktok.com/music/original-sound-7608143302566611726?refer=embed "♬ original sound - bibigo USA") “Although Bibigo is seeing explosive in-store success, it’s still relatively unknown to many,” says Clément Martin, strategy director at Rethink, which developed the campaign. “Our goal is to launch initiatives that get people talking, leveraging the growing popularity of Korean culture in the U.S. (with K-food as a key part) and positioning Bibigo as one of its ambassadors.” ScrollSticks can be washed in the sink or dishwasher, just remove the touchscreen tips first. For a chance to score your own set, enter the sweepstakes at [ScrollSticks.com](http://scrollsticks.com/) until Feb. 23. Fifty are up for grabs—additional ScrollSticks will be sent to media and influencers. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/02/18075623/Bibigo1-1024x576.jpg) ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Makers **Tags:** bibigo, Rethink **Sections:** Trending --- ### [Zip Trusts You to Buy Now and Pay Later](https://musebyclios.com/advertising/zip-trusts-you-to-buy-now-and-pay-later/) **Published:** February 17, 2026 **Author:** David Gianatasio **Content:** Do you trust yourself more than financial institutions and credit card companies when it comes to making and paying for purchases? We all know the answer to that question. And so does digital payment firm Zip, which swears it trusts you implicitly in fresh ads from Majority Agency and Noble People. “We’ve heard it again and again from our customers. They trust themselves more than institutions, and we agree,” says Zip marketing chief Jinal Shah. “Through this brand platform, we put that belief into action by backing customers with tools designed for real life, offering access, transparency and flexibility that reflect how they actually manage their money.” She adds: “This platform reflects a simple belief at the heart of Zip: people deserve financial tools that work with them, not against them.” In these times when we all feel squeezed and anxious about money, that feels like a no-brainer strategy. The work smartly veers away from the weeds of product details, using humor to communicate a message of faith and empowerment (especially when root canals come into play.) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/02/17132216/ZIP-x.jpg)“One of the most special moments on set was inviting a real Zip customer, Destiny, to join us in Atlanta and be featured in the commercial,” Shah tells Muse. “Seeing her energy on set and how naturally she embodied what we were trying to say reminded all of us why we do this work. It made the experience feel more human, more meaningful—and a lot more fun.” ![](https://cdn.musebyclios.com/wp-content/uploads/2026/02/17194039/zip-new.jpeg)The push begins breaking this week, mainly online, across the U.S., Australia and New Zealand. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Majority Agency, Ziploc **Sections:** Trending --- ### [StreetEasy Says: 'Be a Forever New Yorker'](https://musebyclios.com/advertising/streeteasy-says-be-a-forever-new-yorker/) **Published:** February 17, 2026 **Author:** David Gianatasio **Content:** Would NYC make an ideal forever home? StreetEasy says HELL YES! in fresh spots dropping today from Mother. To convince first-time buyers that New York is the place for them, ads focus on older denizens who delight in the city’s pleasures. These range from rooftop sunbathing… …and urban gardening: …to nightlife for all ages: “We wanted to communicate that buying in NYC doesn’t have to feel overwhelming,” StreetEasy director of integrated marketing Bridget Sullivan tells Muse. The work targets current renters who might want to own a place in town. “They’re savvy, experienced New Yorkers who are committed to NYC and pride themselves on knowing how the city works. Yet buying in this city feels like unfamiliar territory,” Sullivan says. “What stands in their way are the unknowns of the process and the realities of navigating a highly competitive and costly market. But StreetEasy, as a brand built by and for New Yorkers, is here to demystify that.” The approach both intensifies and inverts the brand’s [efforts from last year](https://musebyclios.com/advertising/dont-become-a-former-new-yorker-warns-streeteasy/), which showed former NYers unhappy about their moves top the ‘burbs. This time around, staying in Gotham for the long haul makes everyone happy. This time around, the work feels less broadly jokey and more intimate, with the humor and insights stemming from actual experiences. Also, there’s no dialogue, and the visual storytelling effectively carries the message. The brand cast real “Forever New Yorkers” for maximum authenticity. “One of our actors, Phyllis, shared something that stayed with me: ‘The very special thing about this city is that anybody can be a New Yorker… you just have to get yourself here,'” Sullivan recalls. “That spirit, that the city invites you in and rewards you for sticking it out, is what shaped the tone of our message. Once you get yourself here, you don’t need to leave for your next chapter.” The team also experienced some very NYC production moments on location. “Leading up to our ‘Girls Night’ scenario, we realized we didn’t have the perfect outfit, so we ran to a local thrift store, Trintage, across the street, and found the coat that made the scene,” Sullivan says. “It felt like a small but meaningful way to intersect with neighborhood businesses and capture real city energy.” The push rolls out across Facebook, Instagram, Reddit, Pinterest, TikTok, Spotify and CTV, plus city subways and OOH. Hand-painted murals join the mix in March. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/02/17081252/easy-2.jpeg)**CREDITS** Brand: StreetEasy Agency: Mother New York Photographer – Ashley Armitage Directors – Ashley Armitage & Sam Taylor Production – Seamless Productions Editorial & VFX – Uppercut Color – Company 3 Mix – Wave Studios ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Mother, StreetEasy **Sections:** Trending --- ### [Johnnie Walker's Tribute to Paulinho da Costa and Other Global Goodies](https://musebyclios.com/worldviews/johnnie-walkers-tribute-to-paulinho-da-costa-and-other-global-goodies/) **Published:** February 17, 2026 **Author:** Amy Corr **Content:** Here are some notable campaigns that broke far and wide in recent weeks, curated by Muse sibling [Ads of the World](https://www.adsoftheworld.com/). ### AIA Group, ‘Rethink Healthy’ ### Agency: BBH Singapore This [spot ](https://www.adsoftheworld.com/campaigns/rethink-healthy)focuses on a father’s pride in his high-achieving son, Ben, celebrating his promotions and relentless drive. At the same time, Ben navigates the demands of work and family. As his stresses accumulate with no outlet, Ben is forced to confront the unrealistic standards that shape not only his own wellbeing but also the life he shares with the people he loves most. Play ### Johnnie Walker, ‘The Man Who Changed the Rhythm of the World’ ### Agency: AlmapBBDO What do “Thriller,” by Michael Jackson, “La Isla Bonita,” by Madonna, “All Night Long,” by Lionel Ritchie, “We are the World,” by USA for Africa, and many hits by Whitney Houston and Tina Turner [have](https://www.adsoftheworld.com/campaigns/the-man-who-changed-the-rhythm-of-the-world) in common? Brazilian musician Paulinho da Costa on percussion. Play ### Mio,’ DAHAB’ ### Agency: Vox Morocco He saves crumpled coins in a hidden tin, resists sweets, and carries a dream bigger than himself. One [pack](https://www.adsoftheworld.com/campaigns/dahab) of MIO holds the promise of a miracle. A chance to win a gold necklace worth 10,000 dirhams, not to shine, but to finally tell her, with something that carries weight and light, that he sees her sacrifices and loves her deeply. Play ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Worldviews **Tags:** Johnnie Walker, MIO **Sections:** Trending --- ### [So Many Wake-Up Songs From Folgers](https://musebyclios.com/music/so-many-wake-up-songs-from-folgers/) **Published:** February 18, 2026 **Author:** David Gianatasio **Content:** The famous “Best Part of Wakin’ Up” jingle wasn’t enough for Folgers. Not hardly. Now, via BBH USA and director [Calmatic](https://www.imdb.com/name/nm9118043/), the coffee brand unleashes a pop-hit medley to caffeinate your day. Using its own song as a musical anchor, Folgers adds seven tracks to the mix, ranging from “Wake Up Little Susie” and “1st of Da Month” to “Bring Me Back to Life.” All of the tunes mention rising and shining, driving this montage of diverse folks answering the clarion call of the cup: Designed for broad appeal, what we’ve got here is a double-shot of nostalgia. First, there’s the jingle itself—instantly recognizable, thankfully not reimagined to fit current trends. Next comes the hit parade, a nifty nod to the soundtrack of our lives. “Folgers already owned one of the most recognizable jingles in advertising. Our job wasn’t to replace it—it was to remind people why it matters,” says agency GCD Yohan Daver. “By weaving the jingle through a medley of ‘wake-up’ songs spanning generations and genres, we helped it take its place among iconic wake-up anthems. We turned something familiar into something fresh and unmistakably Folgers.” As for the specific selections, “That was honestly one of the hardest and most fun parts of the whole project,” he says. “There were so many good options and a lot of debate. We wanted songs that were instantly recognizable, but we were looking for a mix of energy, nostalgia, emotion and fun.” “And then the big challenge was making them work together musically. They had to blend into one cohesive track and feel like it was always meant to be one big wake up anthem.” And now that we’re all vertical, time to [hit McD’s](https://musebyclios.com/advertising/mcdonalds-horizontal-breakfast-has-legs-even-when-yours-cant-get-in-gear/) for some hash browns and biscuits. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Music **Tags:** BBH, Folgers **Sections:** Entertainment, Trending --- ### [Dutch Energy Co. Lights It Up With Absurdity](https://musebyclios.com/advertising/dutch-energy-co-lights-it-up-with-absurdity/) **Published:** February 16, 2026 **Author:** David Gianatasio **Content:** ![](https://cdn.musebyclios.com/wp-content/uploads/2026/02/16074922/solar-1.jpg)What’s the most absurd element of these fresh films from Dutch energy supplier Zonneplan? Choices include: the pitchman tooling around on a solar panel, shirtless dad curled up in a fetal position on the kitchen floor and sonny-boy rhythmically banging his head against the wall. Why’s this family acting so self-consciously silly—like characters in a kooky commercial? Because they got a bad solar plan, and their provider charges fees when their panels feed excess energy back into the grid. D’uh! “Energy ads often like to paint an overly optimistic and wholesome picture,” says Koen de Boer, a creative at Ace Amsterdam, which helped develop the campaign. “But that’s not how consumers actually feel. We aimed to do justice to their true emotions, with just a touch of drama, a glimmer of sweat and a barefoot guy on a hovering solar panel.” “Think about hell and then a person walks in with a cup of tea,” adds [Angelo Cerisara](https://angelocerisara.com/), who directed the spots via Hamlet. “That’s our presenter, riding a solar panel barefoot.” During the shoot, when the actor “got on the hoverboard barefoot, the actor tapped his foot on the surface which made a nice, moist, flappy sound. That’s when we knew he should wear no shoes at all,” de Boer tells Muse. The panel’s movement was remote controlled, “which made the performance of the presenter funnier, because he’s struggling a bit to stay upright. Zonneplan now has it at their office and they use it to transport coffee to their meeting rooms.” As for the actor playing the father: “The guy was chosen because he had the perfect empty look. Someone that has been through a lot. He also just happened to have a lot of body hair.” “The set design was made to reflect an outdated world,” says de Boer. “Mid-century furniture, the colors, a diet that is based on a lot of dairy. Some subtle Dutch elements like cows and windmills.” The campaign breaks this week across TV, digital and social channels. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Ad of the Week, Advertising, Environment **Tags:** Ace Amsterdam **Sections:** Trending --- ### [Tarinee Rajaraman of Edelman N.Y. on the Intersection of Soul and Science](https://musebyclios.com/2-minutes-with/tarinee-rajaraman-of-edelman-n-y-on-the-intersection-of-soul-and-science/) **Published:** February 14, 2026 **Author:** Shahnaz Mahmud **Content:** [Tarinee ](https://www.linkedin.com/in/tarinee-rajaraman-55504420a/)is an art director at Edelman New York, where she’s worked on campaigns for Microsoft, Samsung and Taco Bell. Known for her focus on multicultural storytelling and “moving pixels that move people,” she combines strategy and creativity to make brands feel more human. We spent two minutes with Tarinee to learn more about her background, her creative inspirations and recent work she’s admired. # Tarinee, tell us … ### Where you grew up, and where you live now. I grew up between Mumbai and Singapore. I live in Brooklyn now. All three cities feel like melting pots, places where people from all walks of life come to dream big and make it big. ### How you first realized you were creative. I’m an only child, so a lot of my childhood was powered by imagination. I realized it was instinctive for me to express myself through art, whether it was writing poetry, drawing on walls or crafting my heart away. ### A moment from high school or college that changed your life. I went to the [Savannah College of Art and Design](https://www.scad.edu/). What began as a simple start at their Hong Kong campus turned into a four-year trip around the world. When protests and Covid shut down the campus, I moved to L.A. for online classes and later to Savannah, Ga. That journey gave me a perspective like no other. From the stillness of lockdowns to the cultural shifts of each city, I found community, resilience and a deeper understanding of myself. ### Your most important creative inspirations, and some recent stuff you love. I love work that represents the idea of “when soul meets science.” Art and design in any medium reflect this idea: deeply interpersonal experiences and emotions expressed in technical and complex ways. In advertising, we’re just using every medium at our disposal to express, solve problems and create. Some of the stuff I love: - Book: [When Breath Becomes Air ](https://en.wikipedia.org/wiki/When_Breath_Becomes_Air)by [Paul Kalanithi](https://en.wikipedia.org/wiki/Paul_Kalanithi)—nothing more “soul and science” than this. - TV: [The Bear](https://en.wikipedia.org/wiki/The_Bear_(TV_series)). A perfect depiction of the inner workings of people and creatives, while showing true commitment to craft. - Music: [Khruangbin](https://en.wikipedia.org/wiki/Khruangbin). There’s something hypnotic about the convergence of genres, stories and cultures in their music. - Art: [Dia:Beacon](https://www.diaart.org/). My one-stop location for creative inspiration and the perfect day trip from the city. ### One of your favorite creative projects you’ve ever worked on. Recently, I worked on [“The Reheat with Keith Lee.”](https://news.microsoft.com/source/the-reheat-with-keith-lee/) The project is back for Season 2, with [Microsoft](https://en.wikipedia.org/wiki/Microsoft), [Keith](https://en.wikipedia.org/wiki/Keith_Lee_(food_critic)) and AI-powered[ Copilot](https://copilot.microsoft.com/) teaming up to help Black, Hispanic and Latinx restaurant owners grow their businesses, reclaim their time and redefine what success looks like. ### A recent project you’re proud of. I’m working on the Hawai’i Visitors and Convention Bureau, which leads the future of tourism with a focus on community and sustainability. Hawai’i is truly special: nuanced, deeply rich in culture and home to people with incredible stories to tell about themselves and the land. It’s been a fulfilling opportunity to create campaigns that reflect those values and show what thoughtful, regenerative tourism can look like. ### Someone else’s work you admired lately. [“The Final Copy of Ilon Specht” ](https://www.lorealparisusa.com/the-final-copy-of-ilon-specht)is iconic. [Ilon Specht’s](https://mimemorial.com/passed-away/ilon-specht-who-empowered-women-with-im-worth-it-ads-has-died-at-age-81) original [L’Oréal](https://en.wikipedia.org/wiki/L'Or%C3%A9al) line, “I’m Worth It,” was one of the first pieces of work that inspired me to join the industry. This campaign felt like a powerful cinematic tribute to that legacy and to the many creatives and brands that followed in its footsteps. Play ### Your main strength as a creative person. I’m endlessly curious about people—the how, why, what and when behind what brings us together, pulls us apart and shapes what we care about. That curiosity drives everything I create. ### Your biggest weakness. Second-guessing the strength of my creativity. ### A mentor who helped you navigate the industry. One of the best things about this industry is how many kind people make themselves available to young creatives. [Jason Marks](https://www.oneclub.org/one-id/haatbp/2018/-bio/jason-marks/) gave me my first shot and has always been a big cheerleader and mentor. And [Jordan Atlas](https://www.linkedin.com/in/jordan-atlas-a188095/) continues to be my sounding board and guide. ### What you’d be doing if you weren’t in advertising. Studying psychology or in culinary school in Copenhagen. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:amy.corr@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With **Tags:** Edelman New York **Sections:** Community Voices --- ### [Citroën Stages a Presidential Debate](https://musebyclios.com/advertising/citroen-stages-a-presidential-debate/) **Published:** February 13, 2026 **Author:** David Gianatasio **Content:** Citroën’s got a dog in the 2034 presidential race. His name is Mr. Doodlesworth, and he’s been a very good boy. (And a great candidate, apparently, based on the love he gets from fans). BETC Paris crafted the silly story to hype the carmaker’s 8-year warranty (hence the election year of ’34). Glossy production values and great energy carry the day, delivering a brand message couched in mild social satire. This works because it’s a quick hit of comedy, an absurd set-up that doesn’t outlast its welcome. Thankfully, the dachshund isn’t overly anthropomorphized. He doesn’t speak a word. Our human politicians should adopt that strategy more often. “On one level, the campaign takes a clear swing at unqualified populist candidates, the kind who rocket to power on the strength of viral chaos and a loud social presence,” agency ECD Nick Bakshi tells Muse. “But more importantly, it reframes what a warranty means right now.” “In a world that feels perpetually one step from Black Mirror, where things can flip overnight politically, culturally, emotionally, a warranty stops being a boring, forgettable add-on,” he says. “It becomes what people actually want: something solid, something dependable, a small piece of peace of mind.” As for the shoot, “We joked that a social media dog running for political office didn’t feel that far-fetched.” (Fetched—heh.) “Then we got on set and realized just how hard it is to get a dog to hit its marks, stay calm under the lights and deliver anything resembling consistency,” he recalls. “Somewhere around take 50, we all had the same thought: Nope. Never going to be a dog president. Democracy is safe from this particular threat.” (Wags might suggest that depends on your definition of “dog.”) [Traktor ](https://stinkfilms.com/directors/traktor/)directed in classic TV news “special event” style. The Village People’s “Macho Man” provides the soundtrack because of course. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** BETC Paris, Citroën **Sections:** Trending --- ### [Eli Lilly, W+K Go Back to the Future for Olympic Push](https://musebyclios.com/sports/eli-lilly-wk-go-back-to-the-future-for-olympic-push/) **Published:** February 14, 2026 **Author:** David Gianatasio **Content:** The narration from a 1954 educational film offers a timeless lesson about science, sports and everyday life in a U.S. Olympic and Paralympic campaign from Eli Lilly and Wieden+Kennedy. “We’ve taken for granted a lot of the progress that has been made in our culture today: landing triple axels, breaking records, eradicating diseases, finding medicines for seemingly impossible conditions,” ECDs Pierre Jouffray and Derek Szynal tell Muse. “But progress hasn’t come easy. It’s come from persistence and determination. Trying and failing. Learning. And then trying again. It’s come from people not letting ‘impossible’ stop them.” Acclaimed directors [T.J. Martin and Daniel Lindsay](https://www.youtube.com/watch?v=6Mqtos5AwSM) weave together science and sports imagery that spans many decades. Their documentary style—precise and appropriately chill—strips away the hype and focuses on personal commitment and hard work. This sober, understated approach stands in stark contrast to the flashy commercial fare that permeates the Games and other big-time sports broadcasts. It feels clinical, yet compelling. “Whether it’s Olympians, everyday people, or Lilly, progress comes from a rigorous, tried and true process. One that is never over,” according to Jouffray and Szynal. The work equates Olympic triumph with scientific rigor because, “In a world full of shortcuts and quick fixes, this process has proven to be the most reliable way long-term progress is made—whether in the games, or in the lab.” The audio consists of “a real recording, with some reenactment, from a decades-old educational video describing the scientific method. It was important then, and is still important now.” Here’s the original clip in all its grainy, Eisenhower-era glory: Play ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Health and Wellness, Sports **Tags:** Olympics, Wieden+Kennedy **Sections:** Entertainment, Lifestyle --- ### [Beal Institute's Mark Watters on Directing Music for the Oscars and Olympics](https://musebyclios.com/2-minutes-with/beal-institutes-mark-watters-on-directing-music-for-the-oscars-and-olympics/) **Published:** February 15, 2026 **Author:** Shahnaz Mahmud **Content:** [Mark](https://www.esm.rochester.edu/directory/watters-mark/) is an Emmy-winning composer and conductor with a resume that includes music for motion pictures, television, DVDs, video games and special events. In addition to serving as director of the Beal Institute, Watters oversees Eastman School of Music’s newly established master of music degree in contemporary media/film composition and teaches graduate courses. Watters served as music director for two Olympics—the 1996 Centennial Games in Atlanta and the 2002 Winter Games in Salt Lake City. Television work includes CBS, Hallmark and Disney. Watters has also created original scores for theater productions and video games. As a guest conductor, Watters has led the Los Angeles Philharmonic and London Symphony, among others. In 2002, John Williams asked him to co-conduct at the Academy Awards. He also has worked as a conductor for Beyoncé, Sting, Barry Manilow and more. We spent two minutes with John to learn more about his background, his creative inspirations and recent work he’s admired. # Mark, tell us … ### Where you grew up, and where you live now. I grew up in Irving, Texas., which is a suburb of Dallas. ### Your earliest musical memory. [The Beatles](https://en.wikipedia.org/wiki/The_Beatles). My older brother and I each got guitars for Christmas in 1965 and we formed a band with some other kids in the neighborhood. ### Your favorite bands/musicians today. I have always loved [Carlos Santana’s](https://en.wikipedia.org/wiki/Carlos_Santana) music. I also play saxophone, so horn bands were a favorite, including [Chicago](https://en.wikipedia.org/wiki/Chicago_(band)), [Blood Sweat and Tears](https://en.wikipedia.org/wiki/Blood,_Sweat_&_Tears) and [Tower of Power](https://en.wikipedia.org/wiki/Tower_of_Power). In college my musical universe expanded greatly. Jazz: [Charlie Parker](https://en.wikipedia.org/wiki/Charlie_Parker), [Phil Woods](https://en.wikipedia.org/wiki/Phil_Woods), [Gerry Mulligan](https://en.wikipedia.org/wiki/Gerry_Mulligan), [Clifford Brown](https://en.wikipedia.org/wiki/Clifford_Brown). Symphonic music:[ Debussy](https://en.wikipedia.org/wiki/Claude_Debussy), [Ravel](https://en.wikipedia.org/wiki/Maurice_Ravel), [Mozart](https://en.wikipedia.org/wiki/Wolfgang_Amadeus_Mozart), [Bach](https://en.wikipedia.org/wiki/Johann_Sebastian_Bach). Bands: [Steely Dan](https://en.wikipedia.org/wiki/Steely_Dan), [The Doobie Brothers](https://en.wikipedia.org/wiki/The_Doobie_Brothers) and [Earth, Wind and Fire](https://en.wikipedia.org/wiki/Earth,_Wind_&_Fire). ### One of your favorite projects you’ve ever worked on. Serving as music director of the [1996 Summer Olympics](https://en.wikipedia.org/wiki/1996_Summer_Olympics) and the [2002 Winter Olympics](https://en.wikipedia.org/wiki/2002_Winter_Olympics) were life-changing experiences. To be that close to something so monumental and to work beside such talent is a gift. ### A recent project you’re proud of. I was honored to be asked to score the documentary,[ Eastman at 100](https://www.pbs.org/video/eastman-at-100-a-centennial-celebration-5qkcec/)*.* On my suggestion, all of the music was performed by [Eastman](https://www.eastmanmusiccompany.com/) students. I’m also proud to be working with the [Eastman School of Music](https://shorefire.com/roster/eastman-school-of-music) at the [University of Rochester ](https://en.wikipedia.org/wiki/University_of_Rochester)on the [Soundtrax Film Music Festival](https://soundtrax.org/). Play ### One thing about how the music world is evolving that you’re excited about. It used to be that people enjoyed pretty much one type of music. But these days, with the ease of access to so much recorded music, we can enjoy so much more. ### Someone else’s work, in music or beyond, that you admired lately. Film composer, arranger, conductor and legend[ John Williams](https://en.wikipedia.org/wiki/John_Williams) has always been an inspiration. His work in the ’70s and ’80s inspired me to choose a path in media music. His work is consistently brilliant. The several times I worked with him were thrilling career highlights. ### A book, movie, TV show or podcast you recently found inspiring. Podcast: [The Soundtrack Show](https://podcasts.apple.com/us/podcast/the-soundtrack-show/id1351960656) hosted by [David Collins](https://www.instagram.com/davidwcollins/?hl=en). There are several podcasts on film music but his is the absolute best. TV: Anything [Ken Burns](https://en.wikipedia.org/wiki/Ken_Burns) does is fabulous. Also, the brilliant [BBC nature](https://www.bbc.com/news/topics/ckd09zdlvk2t) documentaries. Film: The last film I saw that really moved me was back in 2012—[Steven Spielberg’s](https://en.wikipedia.org/wiki/Steven_Spielberg) [Lincoln](https://en.wikipedia.org/wiki/Lincoln_(film)). ### An artist you admire outside the world of music. [George Clooney ](https://en.wikipedia.org/wiki/George_Clooney) ### Your favorite fictional character. [Atticus Finch](https://en.wikipedia.org/wiki/Atticus_Finch) from[ To Kill a Mockingbird. ](https://en.wikipedia.org/wiki/To_Kill_a_Mockingbird) ### How musicians should approach working with brands. With integrity. ### How brands should approach working with musicians. Again, with integrity. ### A mentor that helped you navigate the industry. Composer [Don Ray](https://en.wikipedia.org/wiki/Raymond_Donnez) ### What you’d be doing if you weren’t in the music business. Chef. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.]() ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Advertising, Music **Tags:** Beal Institute, Eastman **Sections:** Community Voices, Entertainment --- ### [Kotex Matches Tennis With Women's Health Message](https://musebyclios.com/health/kotex-matches-tennis-with-womens-health-message/) **Published:** February 13, 2026 **Author:** David Gianatasio **Content:** Make the message bigger, bolder … redder. Much redder. Kimberly-Clark’s Kotex does just that to stunning effect, mixing tennis with fiery hues in a short film from ace director [Juan Cabral](https://mjz.com/directors/juan-cabral/director/). A version of ’80s staple “Everybody Wants to Rule world”—pointed yet poppy—provides the soundtrack. That music choice underscores the message about women facing pressure of all sorts and proves an effective counterpoint to the fiery visuals. This one’s earned lots of press attention in just a few days, and rightly so. The imagery from Cabral proves potent throughout. “We wanted our hero to be facing a decisive moment of pressure—a moment where she’s under the spotlight and subject to the judgment of others,” K-C global creative chief Gustavo Sarkis tells Muse. “When we were workshopping and writing the script, we went through many different possible situations. A tennis match point felt like the perfect scenario for that: the tension, the silence of the crowd watching, the umpire looming above her from the chair. Everything about that moment visually and emotionally amplified the pressure she’s feeling.” The ad does an especially fine job of contrasting that on-court action with calmer, pensive moments and unexpected imagery—notably this wall of menstrual blood: ![](https://cdn.musebyclios.com/wp-content/uploads/2026/02/13081100/kotex-x.jpg)“Juan Cabral was essential in making this film visually arresting and poetic,” Sarkis says. “His vision elevated the project to another level in terms of both craft and storytelling. He helped us move away from a strictly linear narrative and toward something more experiential. Rather than simply telling a story, we invite the audience to feel it.” “The key to a successful production like this is preparation: Being as thorough as possible from boards to pre-production meetings, so everyone knows exactly what’s expected once you’re on set. When you’re able to shoot at a good pace and capture everything you need on time, it gives you the freedom to go further — to explore, try additional ideas, and really push the creative.” It’s an especially effective metaphor, more like an art-house short than a commercial. This will surely rank among the year’s top health and wellness spots. McCann leads the campaign, which was launched by FCB before the Omnicom deal. The work will run mainly online. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Health and Wellness **Tags:** kotex **Sections:** Lifestyle --- ### [Canadian Cancer Appeal Doesn't Hold Back](https://musebyclios.com/health/canadian-cancer-appeal-doesnt-hold-back/) **Published:** February 17, 2026 **Author:** David Gianatasio **Content:** It’s rare that advertising, even in the health and wellness space, drops reality bombs like “Imagine your child needs a second round of treatment … and you need a second mortgage.” But [Childhood Cancer Canada](https://www.childhoodcancer.ca/) does just that in an especially frank campaign developed with The Garden. In an appeal for donations, the work asks viewed to confront “the unimaginable” and meet the disease’s life-altering challenges head-on. “Childhood cancer is often seen as a single moment—a diagnosis or a hospital stay—without fully understanding the ripple effects it creates for entire families,” says CCC director of development Kyle Smith. “We face those realities every day alongside families, providing financial, psychosocial and community support.” “This campaign reflects that childhood cancer is more than a diagnosis. It has many hidden impacts on a family. We believe that only by confronting the full experience can we create better outcomes for families.” Though hard-hitting and somewhat bleak, the approach feels refreshing and bang on point. There’s no sugar-coating or dancing around tough subjects. Instead, coming to terms with what must be done in the here and now provides the first steps in a long-term trek toward recovery. The OOH really drives the point: ![](https://cdn.musebyclios.com/wp-content/uploads/2026/02/17092021/CA-4.jpeg)“The insight crystallized during one of the initial strategy sessions with CCC that included the clients and parents with lived experience. The parents all talked about hearing this same phrase: ‘I can’t imagine,'” agency ECD Lindsay Eady tells Muse. “They appreciated that it was meant kindly, but it felt distancing—as if people were keeping the experience at arm’s length instead of trying to truly understand it.” “That stuck with us. We realized ‘I can’t imagine’ is often a reflex—a way to protect ourselves from something too overwhelming to sit with,” she says. “The breakthrough was flipping that instinct. Instead of accepting it as the end of the conversation, we asked, ‘What if we actually did imagine it?'” “That question led to ‘Let’s Face the Unimaginable’—an invitation to move beyond polite sympathy and confront the everyday reality these families live with.” ![](https://cdn.musebyclios.com/wp-content/uploads/2026/02/17093515/CA-2.jpeg) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Health and Wellness **Tags:** The Garden **Sections:** Lifestyle --- ### [Apple Captures Global Response to Bad Bunny's Epic Halftime Show](https://musebyclios.com/super-bowl/apple-captures-global-response-to-bad-bunnys-epic-halftime-show/) **Published:** February 13, 2026 **Author:** David Gianatasio **Content:** Sometimes, gauging the true power of an event requires turning the lens on its audience. The latest “Shot on iPhone” film does just that, vividly capturing global reaction—and the depth of emotion—around Bad Bunny’s Super Bowl halftime show. > View this post on Instagram > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > [A post shared by apple (@apple)](https://www.instagram.com/reel/DUqpiUJjAFJ/?utm_source=ig_embed&utm_campaign=loading) Using the tech giant’s iPhone 17, 23 photogs shot the footage across 11 time zones. Eschewing product hype, the piece focuses on the shared cultural experience. That approach yields impressive results, distilling what Bunny’s performance meant to millions in the moment. We get a bold fusion of music and media, a transcendent exploration of cultural joy on a massive scale. The images of real folks gathered together to view the show add a sense of intimacy. Though the gig was Big! Big! Big!—and for some, controversial—it was, ultimately, of the people and for the people in every way that matters. Apple launched the clip across its Instagram channels and social platforms (including Apple Music, natch). **CREDITS** Agency: Apple in-house Director: Mike Carson Production Company: HPLA Global Production: Thursday’s Child VFX & Color Grade: Trafik Audio Mix: Jack Goodman Editing: Exile Music: “DtMF” by Bad Bunny ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Super Bowl **Tags:** Apple, Bad Bunny, iPhone **Sections:** Entertainment, Trending --- ### [Urned Media: Greenpeace Raises the Dead to Help Save the Environment](https://musebyclios.com/environment/urned-media-greenpeace-raises-the-dead-to-help-save-the-environment/) **Published:** February 12, 2026 **Author:** David Gianatasio **Content:** I’ve watched loads of zombie movies and TV shows in my day. Never once did the undead give a hoot about environmental issues or saving the planet. Mostly they want to eat brains. Who can blame them? But Greenpeace offers a different, darkly humorous view of funereal themes in a lively campaign from Elvis. Led by the :60 below, the work seeks to spark conversations about leaving money in your will to help fight pollution, deforestation and other ecological threats. “Legacy giving grapples with two of the greatest taboos: money and death,” says Greenpeace U.K. fundraising director Melanie McNeill. “As a result, it is often framed as a private act, sensitively communicated.” Breaking that mold, “This campaign reclaims legacy giving as a final act of protest, a bold and loud demonstration of our supporters’ commitment to protecting the natural world,” she says. “A legacy gift to Greenpeace is an act of defiance through which their values will live on, long after they’re gone.” The [Nott Brothers](https://www.nottbrothers.com/) (Nathan Miller and Mark Danciger) directed via Irresistible. They deftly mix puppetry and in-camera effects for a pitch just odd enough to break through (the casket lid) and grab viewers’ attention. “For our rebellious corpses, three hardy volunteers lay on their backs inside shallow wooden boxes (disguised as part of the real cemetery,), in -1° temperatures, before punching their way through the turf,” Elvis senior creatives Sam Hinckley and Chris Lawlor tell Muse. “It took a few takes, but we’re thrilled to the bone with the result.” (Graveyard humor —well played, gentlemen!) “Meticulous care was taken to bring our puppets to life,” Hinckley and Lawlor recall. “\[We had\] a sneezing urn powered by a dust-filled tube and perfectly timed puff, plus a talking skull-and-worm duo brimming with charm and character.” “In an industry dominated by digital, it was a real treat to invest so much care in tangible props and costumes, creating a considered style and delightfully punchy tone.” ![](https://cdn.musebyclios.com/wp-content/uploads/2026/02/12082849/dead-6-2.jpg) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Environment **Tags:** Elvis, Greenpeace **Sections:** Lifestyle, Trending --- ### [Morgan Freeman Tells the Epic Tale of Warburtons Bakery](https://musebyclios.com/film-tv/morgan-freeman-tells-the-epic-tale-of-britains-warburtons-bakery/) **Published:** February 12, 2026 **Author:** David Gianatasio **Content:** ![](https://cdn.musebyclios.com/wp-content/uploads/2026/02/12131955/war3.jpg)Morgan Freeman interrupts his own voice-over in the Warburtons’ spot below to ask “What the hell’s a crumpet?” Then, he marvels that the cakes sport hundreds of holes, unlike bagels, which have just one. Doesn’t take much to blow this dude’s mind. Freeman delivers the (baked) goods, headlining an impressive 2-minute video. The story impressively spans generations to celebrate the beloved British bakery. “As gross as it may well sound, baking truly is in our blood,” says brand chairman Jonathan Warburton, who feeds Freeman straight lines (though not crumpets) during the advert. “It’s not every day you turn 150, and we wanted to mark this incredible milestone with everyone who’s made us a part of their family’s lives, from the breakfast table to the lunchbox, through five generations of dedication to our craft.” He continues: “When it came to telling the story of our relentless passion for baking, well, who else could we possibly ask but the world’s most recognizable storyteller and the [voice of God himself](https://en.wikipedia.org/wiki/Bruce_Almighty), Morgan Freeman. He brings an epic and memorable scale to our history, making even our humble beginnings sound rather grand.” Morgan’s pipes and impeccable timing add class to the project, developed by Joyful & Triumphant, Merman and director Declan Lowney. This marks the latest Warburtons campaign starring an Oscar winner. In 2021, Robert De Niro rocked a [Goodfellas parody](https://www.youtube.com/watch?v=ANHoobL__NE). Last year, Olivia Colman chewed scenery (and baked goods) in a [cheeky crime spoof](https://musebyclios.com/film-tv/crime-spoof-suits-warburtons-crumpets-to-a-t/). ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Film and TV **Tags:** Joyful & Triumphant, Morgan Freeman, Warburtons **Sections:** Entertainment, Trending --- ### [Anthropic Leads Our Top 5 Ads of the Week](https://musebyclios.com/advertising/anthropics-anti-advertising-message-leads-our-top-5-ads-of-the-week/) **Published:** February 12, 2026 **Author:** David Gianatasio **Content:** ### [Bestie: Anthropic and Mother Win Super Clio for Best Ad in the Big Game](https://musebyclios.com/super-bowl/anthropic-wins-super-clio-for-best-ad-in-the-big-game/) Anthropic’s Claude AI won’t waste your time by serving other brand’s ads—and here’s the ad to prove it. This :60 from Mother captures a cultural moment and winks at viewers with wry humor, driven by sharp social satire and on-point performances. **And in no particular order…** ### [Carl’s Jr. Sends in the Paris Hilton AI Clones](https://musebyclios.com/film-tv/carls-jr-sends-in-the-ai-paris-hilton-clones/) The burger chain embraces generative tech, fusing past, present and perhaps the future in a campy tale of Paris. She’s scantily clad, ever multiplying and pays homage to her classic Carl’s work of yore. ### [McDonald’s ‘Horizontal Breakfast’ Has Legs (Even When Yours Feel Like Lead)](https://musebyclios.com/advertising/mcdonalds-horizontal-breakfast-has-legs-even-when-yours-cant-get-in-gear/) It’s all a matter of perspective as W+K positions McD’s breakfast offerings as the perfect fixer-uppers after wild nights of who-knows-what. C’mon party people, you’ve got to get vertical sometime. ### [Salomon Looks to the Future With AI Worldbuilding](https://musebyclios.com/sports/salomon-looks-to-the-future-with-ai-worldbuilding/) The sneaker company asks: “Can you improve what doesn’t exist yet?” It proceeds to answer that question through a sci-fi tapestry of imagery and vibes. From BBDO Paris, this one feels oddly in step, as it were, with our fast-changing times. ### [Bankwest Eases Your Mind About Banking So You Can Worry About Everything Else](https://musebyclios.com/advertising/bankwest-gives-you-stuff-to-worry-about-but-not-banking/) That creepy doll might murder you in your sleep. Then again, it might not. You’ll have extra time to fret now that banking issues won’t plague your mind. From Bear Meets Eagle on Fire. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** anthropic, bankwest, carl's jr, McDonald's, Salomon **Sections:** Entertainment, Trending --- ### [When Your Campaign's Not 'Sexy,' Strategy Matters the Most](https://musebyclios.com/musings/when-your-campaigns-not-sexy-strategy-matters-the-most/) **Published:** February 11, 2026 **Author:** David Gianatasio **Content:** Flashy celebrity endorsements and “what just happened?” viral stunts are just a few of the industry’s favorite shiny objects. But when marketers are working with small-to-medium brands, regional players or nonprofits, there’s no celebrity call sheet or multimillion-dollar media plan to lean on. In such cases, breaking through takes more grit. That’s when it becomes sleeves-up, David-vs.-Goliath-style marketing: Creating thoughtful, original work that earns attention in a space saturated by industry giants. The campaign isn’t always sexy—which is when strategy matters the most. Even without the big bucks or built-in brand fame, there are proven ways to maximize budget, reach and measurable ROI. Let’s get into it. **Small-scale insights create big ideas.** Local insights often have global power. When you can’t afford to survey 100k people, you get sharper at listening to 10. What feels niche is often what rings most true—and truth scales. Take Bank al Etihad. With the help of VML, they found a beautiful, overlooked insight in Jordan: visually impaired Muslim citizens were being left out of the Ramadan experience, which relies on visually tracking lunar phases. In response, VML created [“Blind Faith”](https://www.vml.com/work/blind-faith)—tactile bracelets embossed with each moon phase so people could independently follow the fast. What started as a small, local idea turned into a national movement and a returning annual initiative during Ramadan. Proof that “small” ideas can cast a very long shadow. **Placement IS creative.** When did creative and media teams stop sitting at the same lunch table? For challenger brands, especially those without a “sexy” new product to capture audience attention, the “when” and “how” of showing up can be the most creative part of the campaign. When creative and media work collaboratively, ideas get sharper, engagement rises and ROI follows. Mojo Supermarket got that. When Calvin Klein’s campaign featuring Jeremy Allen White (and that famous red corduroy couch) broke the internet, [Mojo snagged the actual couch](https://adage.com/article/special-report-small-agency-conference-and-awards/mojo-supermarket-best-small-agencies-2024/2568006/) and listed it on Facebook Marketplace as “FREE—red corduroy sofa from famous ripped chef shoot.” The result? Meta’s Facebook Marketplace (a platform known as a convenient way to purchase eclectic dishware and old yard decor) enjoyed organic conversation and a place in the cultural movement their young-adult target audience savors. By getting creative with media placement, great campaigns become unmissable brand moments. **Budgets do NOT dictate courage.** The best brainstorms start with the big “what ifs”: What could we create if money didn’t matter? What would we pitch with a guaranteed yes? No-limit thinking first, budget restrictions second. Small clients can offer big freedom. Fewer layers. Less red tape. More permission to take risks. When you aren’t constrained to production glossiness, you have to lead with a stellar idea and those tend to be the ones people remember. Just ask Dollar Shave Club. Back in the day, the disruptor brand famously shot a “homemade,” under-$5K video featuring their founder declaring [“Our blades are f—ing great.”](https://www.youtube.com/watch?v=ZUG9qYTJMsI) The internet agreed. Today, the brand is valued at over a billion dollars. Marketers can make the most of these “small budget” relationships by taking them as an opportunity to “full throttle” their creative strategies and create work that surpasses expectations. In an ideal (marketing) world, every brand could afford a celebrity cameo, a 4 million-follower influencer and a global audience eager to engage. But that world would also be boring. The real magic happens when you’re forced to outthink instead of outspend. Your biggest asset isn’t budget, it’s imagination. It’s not size, spend, or star power that makes marketing work. It’s gutsy, unexpected ideas paired with ingenuity that gets them seen. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings **Tags:** Two Tango **Sections:** Community Voices --- ### [Jason Kelce's Beard Is 'Meh' in YouTube TV's SB60 Ad](https://musebyclios.com/super-bowl/jason-kelces-beard-is-meh-in-youtube-tvs-super-bowl-ad/) **Published:** February 5, 2026 **Author:** Amy Corr **Content:** Don’t settle for “Meh” in any aspect of your life. With that in mind, YouTube TV’s Super Bowl spot shows an alternate reality where things are meh, even Jason Kelce’s beard. The :60, created in-house, stars Kylie and Jason Kelce with cameos from Gordon Ramsay, David Blaine, Olympic gold medalist Sarah Hughes and 49ers star Christian McCaffrey. The Kelce’s can’t imagine settling for anything meh when YouTube TV is top notch to them. Imagine a “Meh-nu” from Gordon Ramsey, “Meh-gic” tricks from David Blaine and a Christian “MehCaffrey.” And let’s not even imagine Kelce without his perfect beard. Play The ad will air prior to kickoff during the NBC Big Game telecast on Feb. 8 and also run throughout the Winter Olympics. ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Super Bowl **Tags:** Christian McCaffrey, David Blaine, Gordon Ramsay, Jason Kelce, Kylie Kelce, Sarah Hughes, YouTube TV **Sections:** Entertainment, Trending --- ### [What AI Can (and Can't) Do for World Cup and Olympic Marketers](https://musebyclios.com/musings/what-ai-can-and-cant-do-for-world-cup-and-olympics-campaigns/) **Published:** February 12, 2026 **Author:** David Gianatasio **Content:** This year has all the regularly scheduled major sporting event benchmarks—the NCAA tournament, NBA and WNBA finals, the World Series and so on—that marketers are used to tapping into. But what makes 2026 truly special is the addition of the Winter Olympics and the World Cup. Sports are perhaps the greatest form of escapism for fans—accessible to all in a way that travel isn’t. For however long a game lasts, people can immerse themselves in the event, forget about their lives and the world around them. But the World Cup and the Olympic Games have a distinct energy—one of unity and connection for fans. Fans across the globe come together to cheer on their nation and/or home country, creating an opportunity for human connection at a scale that almost no other event can offer. This emotional connection fans build with athletes during these competitions is what keeps them engaged, not necessarily the scoreboard (which can disappoint). Marketers need to tap into that and this year, and they have more tools at their disposal than ever before. AI has accelerated how quickly brands work, helping provide the content fans crave. However, there is always a potential drawback: How do you keep the emotional connection you’re trying to build while leveraging AI? Let’s look at the 2024 Summer Olympics. The breakaway star wasn’t anyone from the Men’s Gold Medal-winning basketball team full of NBA superstars. It was [Ilona Maher](https://www.instagram.com/ilonamaher/?hl=en) of the U.S. Women’s Rugby team. But the squad only placed 3rd, earning the bronze medal. A remarkable achievement, but the connection felt stronger than with gold medal winners. Why? Her social content. Her videos showed gear hauls, sneak peeks into the Olympic Village lodging and Ilona hanging out with teammates and going to other events at the Games. She was authentically herself online and connected with fans outside of her medal-winning performance. Fans crave closeness and familiarity with their favorite athletes. The World Cup and Olympic Games offer that more than any other event. Brands cannot just jump into these events, look to partner with a popular athlete and start working on content. That would be a knee-jerk reaction. And with the power of AI, it would be easier than ever to execute quickly, but also easier than ever to get it wrong. It isn’t about pumping out AI generated TikTok videos for your brand partnership. It isn’t about the quickly generated AI social post and caption powered by ChatGPT. It is about using AI to quickly identify what makes sense for your brand. During the Paris Summer Games, the standout winner was Maybelline and their partnership with Ilona. Her trademark red lipstick became a symbol for everything she stood for: a body positivity champion, through and through. The brand didn’t try to force a partnership, didn’t try to filter any of her content. They simply provided fans with a deeper look into her getting ready routine for games. Still, as fast as Maybelline worked, it took this partnership weeks to materialize. Now, brands can analyze massive amounts of data faster than ever before to see which athlete could be resonating with their consumers the most. Imagine all the content that could’ve been created if this perfect pair was discovered after game 1. Fans would’ve loved it, the connection between fan, brand and athlete would’ve been even stronger and the post-Olympic Games campaign would’ve been even more successful. The goal must be smarter partnerships between brands and athletes, smarter posts giving deeper dives into what is resonating already with an athlete’s audience. Brands have the chance to pinpoint natural connection between themselves and athletes, predict and plan for major moments of connection with fans. For brands to be successful, they need to understand the moment doesn’t belong to them, it belongs to the fans and athletes. The big winners this year will be the brands that use AI as an accelerant to get fans the connection they crave. Afterall, when all eyes are on these massive cultural moments that are the Olympics or the World Cup brands have two options. They can interrupt the moment or they can elevate. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings, Sports **Tags:** AI, Olympics, World Cup **Sections:** Community Voices, Entertainment --- ### [McDonald's 'Horizontal Breakfast' Has Legs (Even When Yours Feel Like Lead)](https://musebyclios.com/advertising/mcdonalds-horizontal-breakfast-has-legs-even-when-yours-cant-get-in-gear/) **Published:** February 11, 2026 **Author:** David Gianatasio **Content:** Here’s one for folks not quite ready to go full tilt, those partiers who can’t lift their heads from the pillow. For them, the world looks … different. Disorienting. Strangely skewed. Confusingly tipped to one side. McDonald’s positions its breakfast fare as the cure in clever work from Wieden+Kennedy, positing that its hot honey sausage and egg biscuits, hash browns and a Coke will set the world right. “There’s nothing like McDonald’s Breakfast to help you recover,” says a rep from W+K. “We found that millions of Americans planned to take the Monday after the Super Bowl off from work. Some say it should be a national holiday for recovery.” “Even if you still have work, your body wants nothing more than to be horizontal. So, we thought, let’s give that opportunity to our fans.” It’s a simple notion extremely well executed across TV, billboards and social. Plus, the message applies to virtually any extra-rough morning after. This gives the campaign staying power as the 2026 Big Game experience fades into a guac-and-brew-fueled memory. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/02/11073729/MCD-2.jpg) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** McDonald's, Wieden+Kennedy **Sections:** Trending --- ### [Warner Chappell's Kristin Genovese on Celebrating the Grateful Dead](https://musebyclios.com/music/warner-chappell-musics-kristin-genovese-on-celebrating-the-grateful-dead/) **Published:** February 12, 2026 **Author:** Shahnaz Mahmud **Content:** [Kristin ](https://www.linkedin.com/in/kristin-genovese-31bb3810/)is VP of creative sync and advertising at [Warner Chappell Music](https://warnerchappell.com/). Muse caught up with Kristin after Warner’s pop-up in San Francisco during Super Bowl weekend celebrating the music and community surrounding the Grateful Dead. Kristin, tell us … ### One of your favorite projects you’ve ever worked on. Our team at Warner Chappell had music placed in 9 spots during Super Bowl 60 but my favorite was Survivor’s [“Eye of the Tiger”](https://www.youtube.com/watch?v=btPJPFnesV4) for Michelob Ultra. This one took teamwork across several departments to get over the finish line. ### A recent project you’re proud of. Among the parties and events during Super Bowl weekend in San Francisco this past Saturday, [Warner Music Group ](https://en.wikipedia.org/wiki/Warner_Music_Group)collaborated on a lively pop-up celebrating the music of the[ Grateful Dead](https://en.wikipedia.org/wiki/Grateful_Dead) on their home turf, in the heart of Haight-Ashbury. It was inspired by [Bob Weir’s](https://en.wikipedia.org/wiki/Bob_Weir) quote, “I believe it’s the music that’s going to bring this country together.” The team sought to celebrate the unifying power of music during a weekend when all eyes and ears were on San Francisco. The event took place in and around [Love on Haight](https://loveonhaightsf.com/?adscale=1&utm_campaign=Brand+AS_Google_Multi_US&utm_id=23174222769&utm_medium=paid+search&device=c&creativeId=780655536718&network=g&utm_source=google&site_source_name=adscale_search&utm_term=love+on+haight&gad_source=1&gad_campaignid=23174222769&gbraid=0AAAAABpLm4N4MuSNcbVI_d0jKIeNBDINc&gclid=Cj0KCQiA7rDMBhCjARIsAGDBuECBmHC1m3vogvHLxZ-PFDQjaHqCQEP1GOWJfax7_Pump3PC2qYCeQwaAvT4EALw_wcB), an official Grateful Dead merchandise retailer. It featured live music fronted by [Grahame Lesh](https://www.grahamelesh.com/), founding member [Phil Lesh’s](https://en.wikipedia.org/wiki/Phil_Lesh) son, who is carrying the torch of the Dead into the next generation. We also had exclusive merch and a raffle supporting the Weir Family non-profit [Further Foundation](https://furthur.org/). We hosted clients from brands, ad agencies, tech companies, sports networks and more in hopes of continuing the conversation around the Dead and their imagery, lyrics and songs. I’m most proud that we stayed true to the ethos of the Dead, including the fans and the community, inviting decision-makers into their universe, which made for an authentic experience that resonated beyond your typical networking event. We’re pushing to land the perfect first commercial sync for the Grateful Dead! ![](https://cdn.musebyclios.com/wp-content/uploads/2026/02/12063458/GRATE-2-1.jpeg)### One thing about how the music world is evolving that you’re excited about. When I experienced The Sphere in Las Vegas, I’ve never been more excited about the future and power of live music. ### Someone else’s work, in music or beyond, that you admired lately. [Rosalia’s](https://en.wikipedia.org/wiki/Rosal%C3%ADa) latest album on every front—the production, the lyrics (thank you translation feature on streamers), the collaborations, the visuals. She takes it to the next level and I hope to catch her show at MSG this spring. ### An artist you admire outside the world of music. I’ve been blown away by everything [Yorgis Lanthimos](https://en.wikipedia.org/wiki/Yorgos_Lanthimos) does. His films leave me thinking long after I leave the theater. ### How musicians should approach working with brands. In my experience, brands love to work with artists that are organically engaging with their product. Consistent brand loyalty and sharing authentic enthusiasm for a brand is a great place to start. ### How brands should approach working with musicians. The earlier the better. Concepting projects with music at the forefront leads to no surprises, clear budget alignment and engaging the artist or estate on what’s possible. This can result in landing your dream track or exceeding expectations. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:amy.corr@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Music **Tags:** Warner Chappell Music **Sections:** Community Voices, Entertainment --- ### [Carl's Jr. Sends in the Paris Hilton AI Clones](https://musebyclios.com/film-tv/carls-jr-sends-in-the-ai-paris-hilton-clones/) **Published:** February 11, 2026 **Author:** David Gianatasio **Content:** The hyper-realistic nature of Paris Hilton’s celebrity feels tailor made for the AI treatment, which the Hollywood icon receives in cheeky style from Carl’s Jr. The :30 below lampoons her famous Carl’s spot from more than 20 years ago. And this time around, Parises multiply like pixels spinning out of control. In Paris’ carwash, when the wide-eyed dude asks “What *is* this place?” I wanna scream: *“It’s 2026—deal with it!”* [Nik Kleverov](https://www.kleverov.com/) helped develop the campaign, which hypes Carl’s BOGO $1 Famous Star deal. This homage doesn’t pack the era-defining punch of [the original](https://www.youtube.com/watch?v=eOTumW7kXuM), obvi. Still, it’s goofy enough to please. Paris’ presence is key. As ever, she’s effortlessly self-aware. Her antics always wink at convention. This saucy schtick has endured for a couple of decades already. Thanks to generative tech, it might just last forever. (Heaven help us.) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Film and TV **Tags:** carl's jr, Paris Hilton **Sections:** Entertainment, Trending --- ### [Slam Time: Wrestlers Hit the Mats for Tony’s Chocolonely](https://musebyclios.com/advertising/slam-time-wrestlers-hit-the-mats-for-tonys-chocolonely/) **Published:** February 10, 2026 **Author:** David Gianatasio **Content:** *“Oh, I do like a tasty chunk.”* Enjoy that nominee for line of the week and more silliness as Tony’s Chocolonely tweaks pro wrestling to illustrate its battle against unethical cocoa practices. Staged in a living-room, the match has a throwback feel. Tony fights for sustainable practices, fair trade and better working conditions vs. a heel dubbed X-Ploitation (subtle). What, no biting? C’mon, they’re hyping chocolate! [Mary-Sue Masson](https://www.marysuemasson.co.uk/) directed the U.K. spot, which represents Tony’s first foray into TV. House of Oddities handled creative development. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** house of oddities, tony's chocolonely **Sections:** Trending --- ### [Super Bowl 60: See All the Commercials Running in the Big Game](https://musebyclios.com/super-bowl/super-bowl-60-see-all-the-commercials/) **Published:** February 8, 2026 **Author:** Sarah Marty **Content:** SORT BY: Brand Agency Category Title ### Vibes **Brand:** Poppi **Agency:** Mirimar **Category:** Food and Drink **Title:** Vibes ### Everybody **Brand:** Coinbase **Agency:** Isle of Any **Category:** Crypto **Title:** Everybody **Brand:** Telemundo and Peacock **Agency:** Red Bee Creative **Category:** Entertainment **Title:** ### Bet On Kendall **Brand:** Fanatics Sportsbook **Agency:** Fanatics Studios **Category:** Sports Betting **Title:** Bet On Kendall ### Take A Look **Brand:** Liquid I.V. **Agency:** n/a **Category:** Food and Beverage **Title:** Take A Look ### Good Will Dunkin’ **Brand:** Dunkin’ **Agency:** Artists Equity **Category:** Food and Beverage **Title:** Good Will Dunkin’ ### Can’t Live There **Brand:** Homes.com **Agency:** n/a **Category:** Real Estate **Title:** Can’t Live There ### Backstory **Brand:** Levi’s **Agency:** TBWA\\Chiat\\Day L.A. **Category:** Apparel **Title:** Backstory ### Exploding Heads **Brand:** Liquid Death **Agency:** In-house **Category:** Food and Beverage **Title:** Exploding Heads ### You Can Just Build Things **Brand:** OpenAI **Agency:** In-house **Category:** Technology **Title:** You Can Just Build Things ### Introducing ai.com **Brand:** Ai.com **Agency:** In-house **Category:** Technology **Title:** Introducing ai.com ### A New Way … **Brand:** Novo Nordisk **Agency:** M+C Saatchi **Category:** Health and Wellness **Title:** A New Way … ### Tell Me Why **Brand:** T-Mobile **Agency:** Panay Films **Category:** Telecom **Title:** Tell Me Why ### Stop Livin’ on a Prayer **Brand:** State Farm **Agency:** TMA **Category:** Insurance **Title:** Stop Livin’ on a Prayer ### America Needs Neighbors Like You **Brand:** Rocket and Redfin **Agency:** Mirimar **Category:** Real Estate **Title:** America Needs Neighbors Like You ### Chris Hemsworth Thinks Alexa+ is Scary Good **Brand:** Amazon **Agency:** In-house **Category:** Technology **Title:** Chris Hemsworth Thinks Alexa+ is Scary Good ### New Home **Brand:** Google Gemini **Agency:** Google Creative Lab **Category:** Technology **Title:** New Home ### Don’t Settle for Meh **Brand:** YouTube TV **Agency:** In-house **Category:** Technology **Title:** Don’t Settle for Meh ### Last Harvest **Brand:** Lay’s **Agency:** Highdive **Category:** Snacks **Title:** Last Harvest ### Pringleleo **Brand:** Pringles **Agency:** BBDO New York **Category:** Snacks **Title:** Pringleleo ### Taste Buds **Brand:** Nerds **Agency:** Digitas Chicago **Category:** Candy **Title:** Taste Buds ### Sticky Note **Brand:** Blue Square Alliance Against Hate **Agency:** VML **Category:** Foundation **Title:** Sticky Note ### The Expert **Brand:** TurboTax **Agency:** R/GA **Category:** Financial Services **Title:** The Expert ### Ritz Island **Brand:** Ritz **Agency:** The Martin Agency **Category:** Snacks **Title:** Ritz Island ### Shake Your Bots Off **Brand:** Svedka **Agency:** Silverside AI **Category:** Alcohol **Title:** Shake Your Bots Off ### Hungry for the Truth **Brand:** Uber Eats **Agency:** Special US **Category:** Food Delivery **Title:** Hungry for the Truth ### It’s App to You **Brand:** Base44 **Agency:** In-house **Category:** Technology **Title:** It’s App to You ### Keg **Brand:** Bud Light **Agency:** Anomaly NY **Category:** Alcohol **Title:** Keg Your browser does not support the video tag. ### Yes Bueno **Brand:** Kinder Bueno **Agency:** Anomaly **Category:** Candy **Title:** Yes Bueno ### Healthier on Ro **Brand:** Ro **Agency:** In-House **Category:** Health and Wellness **Title:** Healthier on Ro ### Superhero Belt **Brand:** Toyota **Agency:** Saatchi & Saatchi **Category:** Automotive **Title:** Superhero Belt ### American Icons **Brand:** Budweiser **Agency:** BBDO New York **Category:** Alcohol **Title:** American Icons ### Multiply What’s Possible **Brand:** Ramp **Agency:** Tinuiti **Category:** Technology **Title:** Multiply What’s Possible ### Sweet Sandwich Time **Brand:** Hellmann’s **Agency:** VML **Category:** Food **Title:** Sweet Sandwich Time Your browser does not support the video tag. ### You Are Special **Brand:** NFL **Agency:** 72andSunny **Category:** Sports **Title:** You Are Special Your browser does not support the video tag. ### Rich People Live Longer **Brand:** Hims & Hers **Agency:** Ways & Means **Category:** Health and Wellness **Title:** Rich People Live Longer ### The Ultra Instructor **Brand:** Michelob Ultra **Agency:** Wieden+Kennedy New York **Category:** Alcohol **Title:** The Ultra Instructor ### Bet on Kendall **Brand:** Fanatics Sportsbook **Agency:** Fanatics Studios **Category:** Sports **Title:** Bet on Kendall ### Relax Your Tight End **Brand:** Novartis **Agency:** Fallon **Category:** Health and Wellness **Title:** Relax Your Tight End Your browser does not support the video tag. ### Bananas **Brand:** Instacart **Agency:** BBDO, McCann, Local Produce (in-house) **Category:** Food Delivery **Title:** Bananas ### The Choice **Brand:** Pepsi **Agency:** BBDO, PepsiCo Content Studio **Category:** Soft Drinks **Title:** The Choice ### The Game Is Ours **Brand:** Dove **Agency:** Ogilvy **Category:** Health and Wellness **Title:** The Game Is Ours ### Jurassic Park… Works **Brand:** Xfinity **Agency:** Goodby Silverstein & Partners **Category:** Technology **Title:** Jurassic Park… Works ### Grubhub Will Eat the Fees **Brand:** Grubhub **Agency:** Anomaly **Category:** Food Delivery **Title:** Grubhub Will Eat the Fees ### Athletic Intelligence Is Here, Part One **Brand:** Oakley Meta **Agency:** Mother L.A. **Category:** Technology **Title:** Athletic Intelligence Is Here, Part One ### Athletic Intelligence Is Here, Part Two **Brand:** Oakley Meta **Agency:** Mother L.A. **Category:** Technology **Title:** Athletic Intelligence Is Here, Part Two ### Be a Hero In Your Neighborhood **Brand:** Ring **Agency:** In-house **Category:** Technology **Title:** Be a Hero In Your Neighborhood ### Hair Ballad **Brand:** Manscaped **Agency:** Quality Meats **Category:** Personal Grooming **Title:** Hair Ballad ### Can I Get a Six Pack Quickly? **Brand:** Anthropic **Agency:** Mother **Category:** Technology **Title:** Can I Get a Six Pack Quickly? ### Unavailable **Brand:** Squarespace **Agency:** In-house **Category:** Technology **Title:** Unavailable ### Is There More to Life Than More? **Brand:** He Gets Us **Agency:** Lerma **Category:** Religion **Title:** Is There More to Life Than More? ### The More You Bosch **Brand:** Bosch **Agency:** Droga5 **Category:** Power Tools **Title:** The More You Bosch ### The Great Invitation: Drivers Wanted **Brand:** Volkswagen **Agency:** Johannes Leonardo **Category:** Automotive **Title:** The Great Invitation: Drivers Wanted ### Where Dreams Began **Brand:** Toyota **Agency:** Saatchi & Saatchi **Category:** Automotive **Title:** Where Dreams Began ### Processed Food Kills, Eat Real Food **Brand:** MAHA Center **Agency:** n/a **Category:** Health and wellness **Title:** Processed Food Kills, Eat Real Food ![author avatar](https://secure.gravatar.com/avatar/a9b37d0abb1d491f45d4f05027e39c9346ca1a1b41792e911c8159031249386d?s=300&d=mm&r=g) Sarah Marty [See Full Bio](https://musebyclios.com/author/sarah-marty/) [ ](https://musebyclios.com/author/sarah-marty/) **Categories:** Super Bowl **Tags:** Budweiser, Hellmann's, Instacart, NFL, ramp, Ro **Sections:** Entertainment, Trending --- ### [9 Album Covers That Create a Sense of Magic and Mystery](https://musebyclios.com/art-of-the-album/9-album-covers-that-create-a-sense-of-awe-and-mystery/) **Published:** February 11, 2026 **Author:** Amy Corr **Content:** Guitarist Pipo Romero, a master of flamenco, folk and contemporary styles, sounds off on album covers that challenge fans to unravel their deeper meaning. Whether barren of images or bursting with color and motion, they serve as vibrant markers for the music within. ### The Beatles ### The White Album (1968) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/02/10120755/AOTABeatles.jpg)One of my favorite album covers, without a doubt. It feels almost anti-art, a statement of returning to the purity of composition after so much psychedelia. It has often tempted me to strip away visuals from my own music. Sometimes, the message I want to convey feels so personal and intense that the best possible cover would simply be a single color. ### Pipo Romero ### Alborada (2025) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/02/10120805/AOTAPipo-Romero.jpg)This captures dawn as the symbol of a new beginning, like the first light breaking through the night. It features two distinct points of illumination representing dual awakenings. We see the soft glow of dawn above, evoking the album’s fresh production approach, and a focused beam on my face, introducing a new personality that emerges alongside my personal awakening. The image plays with layered rebirths and the blended renewal of sound and self. ### Marilyn Manson ### Mechanical Animals (1998) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/02/10120759/AOTAMarilyn-Manson.jpg)The image of the exposed, androgynous being captures destruction and vulnerability at the same time, creating unease and uncertainty. Those are exactly the sensations I experience when listening to his music. And that direct emotional alignment gives the cover tremendous value. ### Michael Jackson ### Dangerous (1991) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/02/10120801/AOTAMichael-Jackson.jpg)Dangerous is where Michael Jackson most clearly screams his inner world through imagery. He’s caught in a whirlwind of eccentricity and media spectacle, pouring everything into that overflowing collage. Riding a golden dragon past elephants, floating pyramids, falling crowns and hundreds of hidden details—UFOs, strange faces, things you never fully catch. It’s his inner chaos made visible, the brutal pressure of being a genius under a constant spotlight. Every time I look at it, I discover something new—just like the album itself. ### Green Day ### Dookie (1994) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/02/10120757/AOTAGreen-Day.jpg)Dookie was the first album I ever bought with my own money, which is why it holds such a special place for me. Back then, I spent hours absorbing every detail of the covers I owned, really savoring them. Since this was my first, it naturally earns a spot on my list. ### Taylor Swift ### Folklore (2020) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/02/10120809/AOTATaylor-Swift.jpg)Folklore is the people’s music, the field I’ve devoted myself to and researched for years. There’s always been a sense of mystery surrounding it. And I immediately saw that reflected in this cover. It caught my attention from the very first moment. ### Pink Floyd ### Animals (1977) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/02/10120804/AOTAPink-Floyd.jpg)One of my all-time favorite albums. Interestingly, the cover didn’t strike me at first—I focused entirely on the dark silhouette of Battersea Power Station and completely missed the pig. Once I learned it was a real photograph of a massive inflatable pig, the image became incredibly powerful. Especially when connected to Orwell’s idea of pigs as a corrupt ruling class floating above the city. ### Muse ### Absolution (2003) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/02/10120803/AOTAMuse.jpg)My favorite modern rock album. I was blown away when I discovered that the strange shadows of figures flying above the man weren’t digital effects, but real physical forms arranged to cast those silhouettes. I love that obsessive, hands-on craftsmanship. The cover feels like it’s shouting the same message as the album itself: something epic and apocalyptic, but with a hint of hope that makes you look twice. ### Rosalía ### El Mal Querer (2018) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/02/10120807/AOTARosalia.jpg)El Mal Querer by Rosalía completely blew my mind. It revolutionized flamenco fusion with immaculate urban-folk production, opening doors that had previously been closed. The album narrates a brutal journey from toxic love to liberation, inspired by [Flamenca](https://en.wikipedia.org/wiki/Romance_of_Flamenca), and culminates in a powerful visual statement: Rosalía ascending through white clouds as an empowered goddess. [Art of the Album](https://musebycl.io/art-album) is a regular feature looking at the craft of album-cover design. If you’d like to write for the series, or learn more about our Clio Music program, [please get in touch.](mailto:michael.kauffman@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Art of the Album **Tags:** ALBUM ART, Design, Music **Sections:** Community Voices, Entertainment --- ### [Brands Celebrate the Year of the Fire Horse](https://musebyclios.com/worldviews/brands-celebrate-the-year-of-the-fire-horse/) **Published:** February 9, 2026 **Author:** David Gianatasio **Content:** Here are some great Lunar New Year ads from far and wide, chosen by Muse sibling [Ads of the World](https://www.adsoftheworld.com/). ### Prudential, ‘The Promise’ A quiet, [late-night meeting](https://www.adsoftheworld.com/campaigns/cny-2026-the-promise) with the God of Prosperity helps a young man understand that material wealth isn’t the true measure of happiness. Instead it’s being able to journey through life with those who matter the most to you. Play ### Watsons Malaysia, ‘Happy Beautiful Year’ The OG family is back, and this year they’re joined by the extended clan. Everything is set for a heartwarming reunion until chaos walks through the door. Who’s prettier? Who’s stronger? Whose dish will the cat pick? Find out in this wildly [OTT spoof](https://www.adsoftheworld.com/campaigns/happy-beautiful-year-d61a45fb-d477-456d-9327-20c475324241). Play ### Spritzer, ‘Unstoppable Love’ Through every era, each shared laugh and every unexpected turn of fate, love has a way of guiding us home. [Joseph Lee and Dior](https://www.adsoftheworld.com/campaigns/unstoppable-love) take us on a journey across time and seasons, reminding us that while life may change, the people we love remain our true destination. As years pass and paths shift, love continues to lead us back to where our hearts belong. Because with every new beginning, each reunion and every celebration, love is the greatest blessing of all. Play ### Grab, ‘Wait…Whose CNY Ad Is This?’ Is this the mother of all CNY ads? The most CNY ad of all CNY ads in 2026? [The campaign](https://www.adsoftheworld.com/campaigns/wait-whose-cny-ad-is-this) spotlights Grab’s “Whatever you want, Grab got!” services with a self-aware, high-energy meta approach that pokes fun at festive advertising chaos, promising less time on chores and more time celebrating together. Play ### MyTown Shopping Centre, ‘The Rhythm of Reunion’ Uncle Hock, Aunty Liew and Polo Mui [navigate the small dramas](https://www.adsoftheworld.com/campaigns/the-rhythm-of-reunion-ties-us-together) of everyday life. They decide which homes to visit, confronting emotions many of us know all too well during the season of reunion. These familiar moments unfold during what is meant to be the happiest time of the year. Watch how a simple act of “adding sugar” brings the family together, reminding them that sometimes, just showing up is what truly matters this Chinese New Year. Play ### Knife Delicious, ‘Always Be There’ Life’s most [beautiful moments](https://www.adsoftheworld.com/campaigns/always-be-there-fb21cefc-c522-4a15-b372-b01ee12e7361) aren’t found far away—they’re in the everyday time we share with family. Even when life takes us far from home, the memories we’ve created and the encouragement we give one another continue to support us as we move forward. As long as our hearts stay connected, home is never truly far. Play ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Worldviews **Tags:** lunar new year **Sections:** Trending --- ### [Anthropic and Mother Win Super Clio for Best Ad in the Big Game](https://musebyclios.com/super-bowl/anthropic-wins-super-clio-for-best-ad-in-the-big-game/) **Published:** February 9, 2026 **Author:** David Gianatasio **Content:** ![](https://cdn.musebyclios.com/wp-content/uploads/2026/02/09070342/abs-5.jpg)This year’s Super Clio winner for the most creative commercial in the Big Game—bestowed by a[ jury of industry experts](https://clios.com/super-clio/super-clio-2026/)—mixed abs and ads to impressive effect. Mother delivered the flex for Anthropic’s Claude AI. In the :60 below, a skinny dude doing pull-ups at the playground asks a ripped personified version of a rival company’s AI (like OpenAI’s ChatGPT) to help him develop six-pack abs. At first, the guy’s pleased with the response: “That is a clear and achievable goal. Would you like me to tailor a personalized workout plan?” But a product pitch rudely intrudes: “Confidence isn’t just built in the gym. Try Step Boost Max, the insoles that add one vertical inch of height and help short kids stand tall.” The kicker: “Ads are coming to AI. But not to Claude.” “All the time, we see proof that advertising works brilliantly in the right context,” says Felix Richter, CCO at Mother. “People asking AI about their health, their relationships, their business. Then a sponsored answer. We don’t need to explain why that’s wrong. We just need to show it.” Lensed in deadpan style by [Jeff Low](https://musebyclios.com/advertising/this-might-be-the-most-absurd-insurance-ad-ever/), the spot delivers a timely message with ample charm and narrative clarity. It addresses consumer concerns with good humor and a relatable punchline, tapping into the zeitgeist and outpacing a flurry of AI-related ads that ran during Super Bowl 60. Two other efforts made the [Super Clio shortlist](https://clios.com/super-clio/super-clio-2026/): Xfinity’s Jurassic-park-themed spot from Goodby Silverstein & Partners and Levi’s “Backstory” by TBWA\\Chiat\\Day L.A. Overall, “The Super Bowl spot line-up featured nostalgic puns, cheating polar bears, singing pubes and of course a healthy dose of AI,” notes juror Tiffany Rolfe, global CCO at R/GA. “We saw new brands alongside legacy brands making their first appearance in years. It made for a great balance of the unexpected and absurd, with the classic and comforting. In a world where so much is shifting, it’s a relief to see that bold human ideas still shine.” ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Ad of the Week, Super Bowl **Tags:** anthropic, Mother, Super Clio **Sections:** Entertainment, Trending --- ### [Why Women and Girls in Science Can Help Close the Health Gap](https://musebyclios.com/musings/why-women-and-girls-in-science-can-help-close-the-health-gap/) **Published:** February 11, 2026 **Author:** David Gianatasio **Content:** A few years ago, the Super Bowl did something unexpected. Between the trucks and the beer, we saw ads about menopause, periods and breast health. For a moment, women’s health was part of the mainstream conversation rather than a whispered sidebar. But in 2026, it’s worth asking: How far have we really come? This year, a fourth-quarter Super Bowl spot called out the [health-wealth gap](https://www.forbes.com/sites/charlesrtaylor/2026/01/29/hims--hers-super-bowl-ad-to-spotlight-the-health-wealth-gap/), reminding us that wellness is a his-and-hers issue, shaped as much by economics as biology. If equality on the field of life is the goal, the scoreboard is still uneven. Today is the [International Day of Women & Girls in Science](https://www.un.org/en/observances/women-and-girls-in-science-day). It exists because the systems shaping health were never designed with women in mind. The result is a stubborn gender health gap: Women live longer than men yet spend around a quarter more of their lives in poor health. Longevity has not meant wellbeing. Around the world, girls still miss school because of period pain. Women endure heavy bleeding or the symptoms of menopause because they’ve been conditioned to believe their suffering is normal. Nearly half of menopausal women struggle through it without meaningful support. These are not exceptions. They are everyday realities that shape education, careers, relationships and economic independence. The imbalance is built into the engine room of science itself. Only about 1 percent of research funding goes to female-specific conditions outside of cancer. Five conditions that uniquely affect women—endometriosis, maternal health, PMS, menopause and cervical cancer—represent 14 percent of the female disease burden. Yet they receive less than 1 percent of investment. Until the 1990s, many clinical trials did not even require women to be included, leaving decades of evidence biased toward male biology. Design has consequences. And in healthcare, those consequences show up as misdiagnosis, delayed treatment and avoidable suffering. This is a moral issue but also a major opportunity. When women are healthier, families trend healthier, economies grow stronger and societies become more stable. Closing the gender health gap is one of the smartest investments we can make. As communicators in health, we have a particular responsibility. Science alone does not change lives. Communication determines whether innovation reaches the people who need it—and whether they’re motivated to change what they do next. When we challenge long-held assumptions about women’s health, we create pathways to better care. I’ve seen what is possible when industry chooses to lead. A good example is our recent partnership with Bayer titled [“Anything But Normal.”](https://www.vml.com/work/anything-but-normal-redefining-womens-health) Through its consumer-facing platform, “WOMEN | Bayer,” the campaign challenges the conditioning that tells millions of women to simply endure symptoms, from debilitating menstrual pain to menopausal hot flashes and sleep disruption. By confronting what has too often been dismissed as normal, it shows that communications can move from awareness to action. Bayer’s long heritage in women’s health deserves acknowledgment; the company has built a platform for action and innovation in areas too often undervalued. Their example sets the tone for what the whole sector can achieve when women’s needs are given due attention. Beyond empowering women, it gives healthcare professionals the insight and language to look beyond “I’m fine.” Great communication shapes what gets asked, what gets funded and ultimately what gets solved. The same principle applies to science itself. When more women sit at the research table, different questions get asked. More attention is paid to symptoms that have been dismissed, to outcomes that matter in the real world and to the lived experience behind the dataset. Last year, [a woman received the Nobel Prize for Medicine](https://www.nobelprize.org/prizes/medicine/2025/press-release/), a reminder of what leadership can look like when doors are open. For those of us in health marketing and wider pharma, the task is clear. We must use our platforms to insist that women’s health is core business, not a niche. We must encourage girls to consider scientific careers and ensure they can see a future there that welcomes them. And we must design communications that replace endurance with agency. The Super Bowl spotlight will move on quickly (advertising never stands still). The work of rebuilding health systems around women will not. Backing women and girls in science is the lever that moves everything else. More women in science means better questions, better science and better care for everyone. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings **Tags:** Bayer, VML **Sections:** Community Voices, Lifestyle --- ### [Salomon Looks to the Future With AI Worldbuilding](https://musebyclios.com/sports/salomon-looks-to-the-future-with-ai-worldbuilding/) **Published:** February 10, 2026 **Author:** David Gianatasio **Content:** “Utopia beats dystopia.” Thanks for the tip, Salomon. Good to know! The athletic footwear and apparel brand joined with BBDO Paris for a visually striking campaign themed “Shaping New Futures.” Powered by AI, the use of negative space and sudden splashes of color form a stylized word that feels both familiar and alien. It’s compelling to be sure, infused with an edginess born of flesh and tech that feels distinctively … other. So, what’s the deal, BBDO? “It’s about what happens in the creative mind,” says agency CCO/CEO ​Alexander Kalchev. “The exhilaration, the perpetual ebb and flow of ideas and the wonder to shape new realities from nothing.” The imagery certainly looks cool, at any rate. Particularly the shoe designs from 2112 or whenever. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/02/10083227/SA1.jpeg)When those robo-claws come clacking, we’ll appreciate some high-performance sneaks to help us run from our servo overlords. “The visual form had to reflect an innovative mindset, creating aesthetics that felt different in the outdoor world,” copywriter Benoit Oulhen tells Muse. “AI was more than a convenient production tool. It was a way to expand human imagination and as such it was fully part of the story we wanted to tell.” “Combined with a strong creative vision, AI was the perfect tool to explore a million possible futures.” ![](https://cdn.musebyclios.com/wp-content/uploads/2026/02/10083306/SA3.jpeg)“Salomon has moved from a mountain sport equipment brand into a global outdoor sports culture brand,” says Benoit. “So today’s target is wide, from urbanites to outdoor sports enthusiasts, from cultural innovators to the fashion world. All these people whose creativity moves the world forward.” He worked with creative director Yassine Ouadah Tsabet and art director Nicolas Denis on the campaign. Production studios Loveboat and Unveil helped bring the vision to life. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/02/10083327/SA4.jpeg)As for the pristine Brutalist sidewalks … no littering, people! ![](https://cdn.musebyclios.com/wp-content/uploads/2026/02/10083403/SAL-3-1.jpg) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Sports **Tags:** BBDO Paris, Salomon **Sections:** Entertainment, Lifestyle, Trending --- ### [Valentine's Day Love From Around the World ](https://musebyclios.com/worldviews/valentines-day-love-from-around-the-world/) **Published:** February 10, 2026 **Author:** Amy Corr **Content:** Muse sibling [Ads of the World](https://www.adsoftheworld.com/) never loses that lovin’ feeling, especially as Feb. 14 approaches. Its editors selected some V-Day highlights below. ### Build-A-Bear, ‘A Squeeze Away’ ### Agency: Highdive Breakups are tough, especially on Valentine’s Day, and even more so when it’s a first love. [Comforting words](https://www.adsoftheworld.com/campaigns/a-squeeze-away) from Mom can help ease the pain. With Build-A-Bear’s “Record Your Voice” feature, it’s like your loved ones are right there with you whenever you need them. All you have to do is give the paw a squeeze. Play ### DoorDash, ‘You Shouldn’t Have’ ### Agency: GUT L.A. As Valentine’s Day [pressure](https://www.adsoftheworld.com/campaigns/you-shouldn-t-have-cd386ac0-d2d4-4c98-bafe-9fc46b65fb91) builds and the risk of getting it wrong looms large, DoorDash is showing up with a song and a solution. “You Shouldn’t Have” takes the guesswork out of gifting, no matter what your relationship looks like. Play ### Tiffany & Co., ‘Celebrating Love Stories’ The [campaign](https://www.adsoftheworld.com/campaigns/2026-valentine-s-day-campaign) stars Adria Arjona celebrating affection rooted in strength. Wearing the HardWear collection, she is revealed as the subject of her husband’s third-person reflection, reframing intimacy as resilience and honoring everyday love stories. Play ### Apothic Wine, ‘Designated Player’ ### Agency: Virtue Worldwide Apothic’s [“Designated Player”](https://www.adsoftheworld.com/campaigns/designated-player) keeps the action going while you take a real-life break. Your squad gets gameplay, your partner gets quality time—and you don’t have to choose. How? By having Timmy2Cans available to join your squad so the gaming continues while you celebrate offline. Play ### Clash of Clans, ‘Bromance Blooms on the Battlefield’ ### Agency: DAVID N.Y. Clash of Clans reimagines [Valentine’s Day](https://www.adsoftheworld.com/campaigns/bromance-blooms-on-the-battlefield) beyond romance, celebrating friendship through “Clashified” rom-com tropes. The work shows former clan-mates reuniting as friends recreate iconic romantic gestures, from boombox-style pleas to handwritten signs. Mirrored by in-game characters setting aside rivalries, the film highlights bromance, loyalty and the joy of clashing together again. Play ### Fresh Step, ‘Date Cats, Not Humans’ Fresh Step and cat lover Ariana Madix encourage [singles](https://www.adsoftheworld.com/campaigns/date-cats-not-humans) to ditch dating drama and find love with adoptable kitties. Through a Bumble partnership, shelter cats become swipeable matches, with Fresh Step covering fees and providing free litter to new cat parents over Valentine’s weekend. Play ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Worldviews **Tags:** Build-A-Bear, DoorDash, Tiffany **Sections:** Trending --- ### [Bankwest Eases Your Mind About Banking So You Can Worry About Everything Else](https://musebyclios.com/advertising/bankwest-gives-you-stuff-to-worry-about-but-not-banking/) **Published:** February 9, 2026 **Author:** David Gianatasio **Content:** The folks in Bankwest’s latest spots have bird attacks, alien abductions and Twilight Zone-style dollies to obsess over. But banking’s a breeze thanks to the Aussie brand’s app-based offerings. Yeah, pigeons are murderous in Australia. Ask AI, it’s a fact. Next, a freaky toy that’s no plaything: Finally, a dude who lets anxiety about the future and extraterrestrials go to his head: “We’re loving how Australians are responding to the ‘Just Enough Bank’ campaign, so we’re continuing to lean on it to bring to life the insight that we’d all like to have a little more brain space these days,” says GM of customer marketing Rachel Aikin. “These features have been carefully designed to do just that—taking the worry out of everyday money tasks for busy Australians.” It’s a pleasingly paranoid approach from 3&7 director [Steve Ayson](https://mjz.com/directors/steve-ayson/work/) and agency Bear Meets Eagle on Fire. The latter’s best known for its [spaced-out](https://musebyclios.com/film-tv/steve-buscemi-plays-a-frazzled-galactic-emperor-for-telstra/) and [fanciful](https://musebyclios.com/advertising/telstras-stop-motion-brings-a-tiny-town-to-life/) fare backing Telstra. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** bankwest, Bear meets Eagle on Fire **Sections:** Entertainment, Trending --- ### [iPhone Says Everyone Can Fit in a Group Selfie](https://musebyclios.com/advertising/iphone-says-everyone-can-fit-in-a-group-selfie/) **Published:** February 10, 2026 **Author:** Amy Corr **Content:** Here’s a game-changer for people with short arms, like me, who are awful at taking group selfies without cutting people out. Apple’s latest iPhone 17 Pro campaign brings together various groups—and they all fit beautifully in each shot, thanks to the brand’s Center Stage front camera. In “Smart Group Selfies,” look for the Compton Cowboys, the staff at Katz’s Delicatessen, Jeju Island’s Haenyeo, cosplayers and rockabillies in Japan, Brooklyn nonnas and more. Capturing time spent with friends and communities is precious and the Center Stage front camera has a square sensor that adjusts to fit everyone in the shot with higher resolution. **CREDITS** Agency: TBWA\\ Media Arts Lab Director: Leeor Wild, Jason Nocito Production Company: UrbanNYC, Plan’It, Factory01, BeGrizzlee, Y’s Inc. Director of Photography: Franklin Ricart, Matthew Tompkins Post-Production Company: Pariah Creative Film Editing: Exile Film Color: Trafik Audio Post Production: Barking Owl Music Editing: Model Citizen Composer/Music: “Party at My House” by Inspector Spacetime ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Advertising **Tags:** Apple, TBWA\ Media Arts Lab **Sections:** Trending --- ### [Boxing Mag Opens Its Archive With Animated Campaign](https://musebyclios.com/sports/boxing-mag-opens-its-archive-with-animated-campaign/) **Published:** February 9, 2026 **Author:** Amy Corr **Content:** In this corner: BigTime Creative Shop’s a 2-minute film to celebrate an archive launch from The Ring magazine. “The Legacy Continues ” is a walk through the mag’s 104-year legacy via 10 different animation styles. Viewers step inside a Ring museum, where a janitor and security guard work the night shift. We’re surrounded by a century’s worth of memorabilia, much of which comes to life. Look for animated versions of boxing icons Sugar Ray Robinson, [Mike Tyson](https://musebyclios.com/super-bowl/food-fight-mike-tysons-sb60-spot-stirs-the-pot/), Manny Pacquiao, Anthony Joshua, Katie Taylor, Tyson Fury and more. Boxing announcer Michael Buffer narrates the spot, which concludes with bruised workers. Play Directed by[ YUCA](https://vimeo.com/yucadirectors) and creative studio Colossal, the team used charcoal sketching, claymation, hand-drawn 2D animation, high-end 3D, mixed-media collages and experimental transitions to tell a story that spans decades. ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Sports **Tags:** BigTime Creative Shop, Boxing, The Ring **Sections:** Entertainment, Trending --- ### [Poppi Says 'Bring It' With Charli XCX and Wild Vibes](https://musebyclios.com/super-bowl/poppi-says-bring-it-with-charli-xcx-and-wild-vibes/) **Published:** February 8, 2026 **Author:** Shahnaz Mahmud **Content:** In its third year advertising in the Super Bowl, [Poppi ](https://en.wikipedia.org/wiki/Poppi_(drink))seeks to become part of the cultural conversation—not just as a soda, but as a lifestyle brand. To that end, the prebiotic beverage brand enlisted [Charli XCX](https://en.wikipedia.org/wiki/Charli_XCX) and [Rachel Sennott](https://en.wikipedia.org/wiki/Rachel_Sennott), artists who resonate with the young-adult demographic. “Positioning ourselves well within culture means understanding how people actually experience the Super Bowl,” says Poppi’s Kristina MacIntosh, SVP of marketing. “It’s not just about the game. It’s the halftime show, being with friends, the food and drinks, and the overall energy of the day. That’s the space Poppi naturally lives in.” The :30 below transforms a college classroom into a party space at the crack of a Poppi can opened by a student. The professor morphs into Charli, who promptly summons the vibes. That’s when Sennott crashes through the ceiling. Soon, they’re joined by a motorcyclist and a cowboy astride a horse with an electric harness. And naturally, confetti flies. Play Poppi worked with agency [Mirimar](https://www.mirimarus.com/). [Aidan Zamiri](https://www.instagram.com/aidanzamiri/?hl=en), a longtime collaborator of Charli’s, directed the work. “Poppi has long been a brand that partners with like-minded talent to showcase that talent’s personality for *their* following rather than imposing the will of the brand,” Nick Morrisey, agency ECD and partner, tells Muse. “The beauty of tapping Charli and Rachel was they are long-time friends and collaborators with natural chemistry on and off screen. So, we left plenty of room for Rachel and Charli to riff and react naturally within the framework of the core creative concept. Capturing that irreverent, improvisational, self-aware banter was a key unlock for the creative.” The brand desires to position itself as a force within the soda category, weaving itself into the cultural fabric of the moment. “Our first two Super Bowl campaigns showed us there is a real appetite for brands that do things a little differently and show up authentically,” says MacIntosh. “The engagement and reaction we saw validated our belief that Poppi doesn’t need to follow a traditional playbook to stand out. When we lean into who we are and lead with feeling, people connect. That insight really guided this year’s creative.” Here, the brand launches the brand’s new tagline “Make It Poppi,” the line Charli delivers at the end of the SB commercial. The effort will live across digital, social and real-world moments. “At the end of the day, this campaign is about feeling,” says MacIntosh. “It’s about that instant mood shift, that moment when things feel a little more fun and a little more alive. That’s always been at the heart of Poppi, and this spot is just a bigger expression of that.” ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** Super Bowl **Tags:** Poppi **Sections:** Entertainment, Trending --- ### [Homecoming for Health at the Super Bowl](https://musebyclios.com/musings/homecoming-for-health-at-the-super-bowl/) **Published:** February 9, 2026 **Author:** David Gianatasio **Content:** The Super Bowl has always been more than football. It’s America’s cultural scoreboard—where advertising, celebrity, culture, sports, community and creativity collide in front of the largest audience of the year. For years, health brands showed up cautiously—careful language, serious tone, awareness-first messaging designed to inform, not entertain. The Super Bowl was something they watched, not something they joined. That has changed. Health—pharma included—is no longer operating at the margins of culture. It’s stepping confidently into the center of it. And not quietly. What we’re seeing isn’t just more health brands advertising during the Big Game. It’s a broader shift in how these brands understand their role, their audience and their responsibility. **PATIENTS ARE CONSUMERS, AND TRUST IS THE CURRENCY** For decades, healthcare operated invisibly at cultural moments rather than within them. Clinical conversations happened in exam rooms; cultural conversations happened everywhere else. That divide is collapsing. Today’s health audience doesn’t separate their identities neatly. Patients are consumers, and consumers are culture participants. Health brands are no longer content to speak only in clinical terms or in narrowly targeted channels. They want conversation, relevance and resonance. Trust—which we know is earned emotionally as much as rationally—is everything. In a world where institutions are questioned and attention is fractured, health brands can no longer rely solely on authority. They must show humanity. Empathy. Humor. Relevance. And increasingly, they must meet people where shared experiences still exist. Which is why the Super Bowl matters. If there is a universal language left in a divisive world, sports may be it. And this game is one of the few times where tens of millions of people—across politics, generations, and beliefs—are watching the same thing, at the same time, together. For health brands focused on trust, normalization and behavior change, that’s not just scale. That’s a huge opportunity. **FROM CLINICAL TOOL TO CULTURAL CONVERSATION** GLP-1 medications, once treatments primarily associated with diabetes care, have crossed into mainstream culture. In just two years, GLP-1 therapies have become one of the fastest-growing categories in modern medicine, with analysts projecting a market that could surpass $100 billion annually within the decade. But the real shift isn’t just commercial, it’s cultural. As research expands to show impact across cardiovascular health, diabetes, sleep apnea, liver disease and even emerging areas like brain health, the conversation has moved from treating isolated conditions to addressing metabolic health more holistically. More than prescriptions, these therapies have sparked debate around stigma, access, equity and what it means to redefine health in public. These conversations are no longer niche. They’re the narrative. When globally recognized athletes speak about longevity, strength and performance in this context, the framing shifts away from quick fixes and toward holistic wellbeing. That reframing matters. Health brands aren’t just marketing therapies. They are reshaping language, values and expectations around care—and doing so at cultural scale. **PHARMA PRACTICING CREATIVE AUTHENTICITY** For healthcare marketers, showing up–and winning—at the Super Bowl requires something different: creative courage. Pharma is now suiting up with the most revered consumer brands in the world. In recent years, we’ve seen pharma lean into humor and cultural fluency to spark serious health conversation—from attention-grabbing pushes around breast cancer screening to sports-tied, pun-forward campaigns encouraging colon cancer screening among men, a group notoriously resistant to preventive care. These aren’t one-off awareness plays. They’re brand-building moves. Pharma and health brands stepping into this space are taking a meaningful step—choosing to meet audiences where culture lives rather than where stigma hides. That decision reflects a broader evolution: recognizing that innovation isn’t only scientific—it’s narrative. When health brands choose creativity at this scale, they do more than advertise. They normalize. **HEALTH ON THE GOAL LINE** For too long, conversations about weight, metabolic health, cancer screenings, and chronic disease have been shaped by silence or shame. Preventive care was avoided. Screenings were delayed. Diagnosis felt isolating. Even discussions around access and equity lived in policy circles rather than public ones. Bringing these discussions into mainstream cultural moments—especially something as widely viewed as the Super Bowl—reframes the conversation. It signals that seeking screening is responsible, not reactive. That treatment is not a failure. That prevention is strength. That health is something to be talked about openly, collectively and without judgment. When health shows up confidently at cultural scale, it becomes a catalyst. **THE NEXT FRONTIER** As more brands recognize the rewards of being out front, we all benefit. Finally, we’re having conversations we’ve avoided for too long. Conversations about prevention. About access. About long-term wellbeing. About how innovation reaches real people. A world with less stigma is a world where more people seek care earlier, receive diagnoses sooner and pursue treatments without hesitation. If we continue on this path, we could look back by 2030 and see this moment as an inflection point—when health stopped being whispered about and started being embraced openly. The Super Bowl has always served as a barometer for the culture, a time to reflect on how we’re feeling now and where we want this moment to take us. This year, health didn’t just show up—it claimed its place on the field. The opportunity now is to keep the momentum going, to move beyond moments and to ensure that creativity continues to break down barriers that science alone cannot. The future is clear for marketing communications willing to meet the moment. As we look ahead to 2030, and a new way of delivering health outcomes, let this moment be the beginning ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Health and Wellness, Musings, Super Bowl **Tags:** Allison Worldwide **Sections:** Lifestyle --- ### [Zach Santarsiero of CannaPlanners: Cannabis Marketers Need Tighter Systems, Better Data](https://musebyclios.com/2-minutes-with/zach-santarsiero-of-cannaplanners-cannabis-marketers-need-tighter-systems-and-more-reliable-data/) **Published:** February 8, 2026 **Author:** Shahnaz Mahmud **Content:** [Zach ](https://www.linkedin.com/in/zach-santarsiero-132607b6/)is the CMO and VP of digital marketing at CannaPlanners, where he leads a team powering SEO and digital growth for more than 150 dispensaries and 30 cannabis retailers nationwide. Zach honed his skills in the plumbing, HVAC and automotive industries, fields where success depends on mastering local search. We spent two minutes with Zach to learn more about his background, his creative inspirations and recent work he’s admired. # Zach, tell us … ### Where you grew up, and where you live now. I grew up in Millstone, N.J., and I now live in Burlington, Vt. ### How you first got interested in cannabis. I grew up in a small rural town where there wasn’t a whole lot going on. My friends and I spent our time riding skateboards, BMX bikes and dirt bikes, building jumps and smoking weed. I became more serious about cannabis as a business opportunity in college when I interned at [Green State Gardener](https://x.com/greenstategrdnr), which at the time was an e-commerce company selling home-grow equipment online. The owners of that company now operate [Green State Dispensary](https://upstateelevatorvt.com/blogs/news) in Burlington. ### One of your favorite projects you’ve ever worked on. [Silver-therapeutics](https://silver-therapeutics.com/). They were our first-ever dispensary SEO client and only operated one store in western Massachusetts when we started working together. They now have nine locations across four states and are continuing to expand. We built their websites and have managed their marketing from the beginning. ### A recent project you’re proud of. We’ve been hard at work on a dashboard that connects and visualizes data from multiple data sources. It’s going to change the way we report on the work we’re doing for clients. It’s going to change the way dispensary operators view their marketing data. ### The biggest challenge cannabis marketers face today, and how to approach it. Standing out without selling out. Avoiding the race to the bottom. Retaining customers without sacrificing margins. Most dispensaries still struggle to connect the dots between brand, traffic and retention. Many rely too heavily on promotions or focus on aesthetics without a real strategy. The solution is tighter systems, reliable data and a brand that genuinely means something to customers. ### One thing about how the cannabis industry is evolving that you’re excited about. Operators are starting to think long-term. You can’t just get on [Weedmaps ](https://weedmaps.com/)or [Leafly](https://www.leafly.com/) and wait for the customer to come like it’s 2018 (or 2022, depending on where you are). Operators have to have a real strategy for owning their digital footprint, building loyalty, and using their data. ### Someone else’s work, in cannabis or beyond, that you admired lately. I’m a musician— drummer—and I’ve been into this newer up-and-coming band called [Penelope Road](https://www.peneloperoad.com/). Great vibes, and they use social media very well. ### A book, movie, TV show or podcast you recently found inspiring. I just re-watched [The Two Towers Extended Edition](https://en.wikipedia.org/wiki/The_Lord_of_the_Rings:_The_Two_Towers), and man, is that an excellent piece of cinema. ### A visual artist or band/musician you admire. In addition to [Penelope Road](https://www.instagram.com/peneloperoad/?hl=en), [The California Honeydrops](https://cahoneydrops.com/). I see them when they come to Vermont and they put on one of my favorite live music performances every single time. Honorable mention to [Tool/Alex Gray](https://www.alexgrey.com/art/collections/tool/). I saw my first Tool show a couple years ago with my dad and brother in Philly and it was an honor to watch [Danny Carey](https://en.wikipedia.org/wiki/Danny_Carey) in person. ### Someone worth following on social media. [Ricky Sunshine](https://www.youtube.com/playlist?list=PLKBTJCJZS1CjSuV8H6KY3ex1l5aPFTRg7), if you’re in for a wild ride. He’s the creative genius behind our social content. And of course our founder and CEO at CannaPlanners, [Will Read](https://www.instagram.com/cannaplanners/). ### Your main strength as a marketer/creative. Problem-solving. It’s an essential skill for any marketer, but especially in cannabis, where there are endless rules, regulations and restrictions. ### Your biggest weakness. A low tolerance for inefficiency. I don’t enjoy waiting on slow processes or watching people overcomplicate things unnecessarily. ### What you’d be doing if you weren’t in the cannabis industry. I’d still be in marketing—just in another industry—and playing music as often as possible in my free time. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.]() ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Advertising, Cannabis **Tags:** CannaPlanners **Sections:** Community Voices, Lifestyle --- ### [Jon Bon Jovi vs. Ben Stiller: Who Rocked Best?](https://musebyclios.com/super-bowl/jon-bon-jovi-vs-ben-stiller-which-throwback-spot-rocked-best/) **Published:** February 8, 2026 **Author:** David Gianatasio **Content:** Let’s get one thing clear: When Jon Bon Jovi rolls up in a convertible with Jake From State Farm by his side, that’s the very definition of rock ‘n’ roll. Right? Not really. Regardless, the insurer spoofed Bon Jovi’s ’80s mega-classic “Livin’ on a Prayer” in a Super Bowl commercial. Keegan-Michael Key, Danny McBride, Hailee Steinfeld and Katseye keep the beat, while Jon makes a highway cameo. Dig this extended cut: “I feel like these commercials are sort of a part of American pop culture and I enjoy them,” Bon Jovi [tells People](https://people.com/super-bowl-2026-jon-bon-jovi-stars-in-first-ever-big-game-commercial-exclusive-11900423). “They’re just goofy, fun, pop culture and it all ties into the Super Bowl, I thought, why not? It’d be great.” The Marketing Arm led creative development. Meanwhile, Ben Stiller and Benson Boone—clad in weird green attire like long-lost Spiders From Mars—crash around on stage for Instacart, supported by dancers dressed as fruits and veggies. Also an extended cut: “They sent this concept over that I thought was really funny and could be really ridiculous, and so out-there and absurd but very specific in terms of tone and style,” Stiller [tells EW](https://ew.com/ben-stiller-super-bowl-2026-commercial-benson-boone-11894841). “It’s as if you were tuning into a show or commercial from another time.” “So that’s what excited me about it and of course, how it developed with the creative team. Another huge thing was being able to do something with Benson and Spike, for sure.” He’s referring to director [Spike Jonze](https://musebyclios.com/super-bowl/instacarts-super-bowl-ad-to-star-ben-stiller-and-benson-boone/), who lensed the ad, his first Super Bowl assignment in more than 20 years. Local Produce, BBDO and McCann collaborated on the campaign. Amusing approach. Chill pulsating track. A cray vibe. But nothing beats JBJ with feathered locks and shades. Even Jake looks hip. Almost. Music and nostalgia usually score, especially on the Super Bowl. Here, casting a beloved frontman in his first Big Game spot intensifies the cool and amps-up the message (to 10.5 at least). ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Super Bowl **Tags:** Instacart, State Farm **Sections:** Entertainment, Trending --- ### ['90s Sitcom Icons Rock Dunkin's Big Game](https://musebyclios.com/super-bowl/90s-sitcom-icons-rock-dunkins-big-game/) **Published:** February 8, 2026 **Author:** Amy Corr **Content:** Last week’s Super Bowl [teaser](https://musebyclios.com/super-bowl/aniston-leblanc-and-alexander-join-affleck-for-dunkin-sb60-teaser/) from Dunkin’ featured Ben Affleck, Jennifer Aniston, Jason Alexander, Matt LeBlanc and a mysterious VHS tape with a “never-before-seen TV pilot.” During Super Bowl 60, all was revealed. That pilot is called Good Will Dunkin’ and this time around—unlike Ben’s similarly-titled [classic flick of yore](https://en.wikipedia.org/wiki/Good_Will_Hunting)—Affleck’s the genius. Not that other guy from Boston (Matt Damon). Along with Ben, Jen, Matt and Jason, the spot features Ted Danson (Cheers), Alfonso Ribeiro (Fresh Prince of Bel-Air), Jaleel White (Family Matters), Jasmine Guy (A Different World) and Tom Brady. The :60 from Artists Equity is set at a Dunkin’ in Boston. Ben’s working his shift and his proud manager, played by Jason, proudly notes that he’s arranged the Munchkins into a [Fibonacci sequence](https://en.wikipedia.org/wiki/Fibonacci_sequence). When Jasmine declares that she’ll marry the first man who can help her solve said sequence, the dudes in the ad makes their moves. Affleck says “How you doin’,” made famous by LeBlanc in Friends. When reminded that he has a girlfriend, played by Aniston, Affleck says “We’re on a break,” another line from Friends. Danson delivers some tough love to Affleck’s character and Aniston shows up, asking Ben if he likes donuts. Her new boyfriend, played by Brady, comes into frame and she exclaims—”how you like these nuts?” Play The ’90s are back, baby! ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Super Bowl **Tags:** Artists Equity, Dunkin' **Sections:** Entertainment, Trending --- ### [Will Liquid Death's Big Game Ad Make Heads Explode?](https://musebyclios.com/super-bowl/will-liquid-deaths-big-game-ad-make-heads-explode/) **Published:** February 8, 2026 **Author:** David Gianatasio **Content:** No humans were harmed during Liquid Death’s second consecutive national Super Bowl ad. But a ripe watermelon paid the ultimate price. The cheeky massacre was the opening salvo in a 30-second PSA-style spot fronted by a doctor and punctuated with sight gags. The premise: Since conventional energy drinks can make your head explode, what’s the aftermath for those wired, over-caffeinated folks? Well, for starters, they’re now headless. That causes all kinds of logistical problems. Liquid Death, working with its in-house Death Machine production arm and director [Mike Bernstein](https://heymikebernstein.com/), follows 2025’s viral hit [“Safe for Work” ](https://musebyclios.com/super-bowl/for-the-big-game-liquid-death-waters-down-its-shock-tactics/)with this year’s “Stop Exploding,” which serves as a coast-to-coast coming-out party for a new Sparkling Energy drink line. The products, with caffeine roughly equal to a cup of coffee, are “guaranteed to not explode your head,” per the ad’s tagline. They were formulated with Dr. Darshan Shah, who stars as the voice of reason in the commercial, a combo of cautionary tale and comic relief. The brand picked the largest media stage to hype its no-sugar, “unextreme” energy drinks, which wade into a booming but crowded category that Mintel estimates is worth $23.9 billion. “Stop Exploding” was one of two concepts that made it to production. A punk rock brand, continuing to wear its metal ’tude on its sleeve, is banking the other video for future marketing. Muse checked in with Andy Pearson, vice president of creative, to get some backstory on “Stop Exploding,” the latest in a long line of provocative content that laser targets its youth demo and has helped boost the startup to a $1.4-billion valuation. ### Muse: What’s the thinking behind buying another pricey Super Bowl spot? Pearson: In years past, we’ve leveraged it incredibly successfully to drive mass awareness of the brand and partnered it with strong retailer programs. This year, as we’re launching our new Sparkling Energy line, we know we can hit around 100 million unique impressions instantly. Combining our strong brand with new news that we’re entering a popular category, this sort of awareness play is a no-brainer. On top of that, since we create and produce our work in-house without relying on celebrity talent, our end costs for something like this are a fraction of what other brands pay. It’s not a vanity play. We’ve done this as a very strategic business decision. ### Did you think about the competitive environment—or broader cultural mood—when you were planning this ad? We are always 100 percent focused on giving people things that are entertainment, not marketing. But the Super Bowl is the one day out of the year when almost all brands are trying to entertain people. So within that context, we usually think about how we make something that doesn’t feel like any sort of traditional “funny ad.” We’d rather do something that surprises people because they didn’t expect to see it within the context of Super Bowl ads. This year, it’s presenting something that at first blush feels almost like a pharma ad. In years past, it was making beer-style commercials for our canned water and iced tea. ### How did the idea go from early discussion to execution? We always knew we wanted to feature Dr. Shah, since no other energy drink would ever feature a doctor. From there, we tried a bunch of different ideas for a month or so. We actually had another idea we were planning to move forward with, but then our creative director brought up the thought of having people’s heads explode from too much caffeine, which felt like a really fun premise. We went ahead and shot both spots and decided in the edit which we wanted to run on the game, knowing we’d use the other one elsewhere. ### How were the headless characters created? Simple VFX work with our friends at [Dark Arts](https://darkarts.com/). ### Any details you can share from the shoot? Our headless runner is someone we’ve featured previously. We shot him with a poo cannon in our[ iced tea launch spot](https://musebyclios.com/advertising/grannies-go-wild-jackass-style-as-liquid-death-intros-iced-tea/) and then drenched him in a shower for a few hours as our mask-clad [“Soap for Psychos.”](https://musebyclios.com/advertising/liquid-death-and-dr-squatch-create-soap-for-psychos/) And now we cut his head off and hit him with a car. But he’s been a good sport about it. ### This isn’t the first Liquid Death marketing to feature disembodied heads—please explain the appeal. I believe this is the first time we’ve featured headless bodies. Normally we’re more of bodiless heads sort of brand. So we’re branching out here. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Super Bowl **Tags:** Liquid Death **Sections:** Entertainment, Trending --- ### [Food Fight: Mike Tyson's SB60 Spot Stirs the Pot](https://musebyclios.com/super-bowl/food-fight-mike-tysons-sb60-spot-stirs-the-pot/) **Published:** February 7, 2026 **Author:** David Gianatasio **Content:** Folks believing Super Bowl 60 would pass without an advertising controversy can eat their words thanks to the MAHA Center and Mike Tyson. The boxer appears in a :30 from the group aligned with the views of U.S. Health Secretary Robert F. Kennedy Jr. Speaking in stark terms throughout, Tyson touches on his struggle with excess weight and the death of his sister, whose fatal heart attack at age 25 was linked to obesity. “Something has to be done about processed food,” he says. The spot ultimately directs viewers to RealFood.gov for information on RFK’s[ recently revised dietary guidelines](https://www.usda.gov/about-usda/news/press-releases/2026/01/07/kennedy-rollins-unveil-historic-reset-us-nutrition-policy-put-real-food-back-center-health). A trade group whose members will spend millions running ads during the Big Game found the MAHA-Tyson message hard to swallow. “We are disappointed to see this kind of rhetoric on such an important topic,” Consumer Brands Association CEO Melissa Hockstad, [tells Bloomberg](https://www.bloomberg.com/news/articles/2026-02-06/mike-tyson-super-bowl-ad-for-real-food-draws-industry-s-ire). “Americans have access to a wide variety of nutritious and affordable foods and enhancing product transparency,” she says, “which we believe is a much more productive avenue to drive change than seeding fear and misinformation that is in no way based in science.” Iron Mike’s trademark intensity should keep eyeballs glued to his spiel. The work’s already gaining traction in the press, so it’s mission is likely accomplished before tomorrow’s SB60 telecast begins. Even so, the approach seems ripe for parody. After baring his soul, Tyson blithely munches fruits and veggies. That juxtaposition feels odd. The clip was directed by [Brett Ratner](https://en.wikipedia.org/wiki/Brett_Ratner). Dude lensed the [Melania doc](https://people.com/melania-documentary-rotten-tomatoes-rating-11901508) and he’s been on the receiving end of sexual assault allegations. Tyson famously [did time for rape](https://indyencyclopedia.org/michael-g-tyson-case/) in the ’90s. So that pairing likely won’t sit well with some. Perhaps the combo is designed as bait for press attention and online commentary. It’s certainly driving coverage and conversation in the run-up to the game. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Super Bowl **Tags:** MAHA **Sections:** Entertainment, Trending --- ### [SB60: T-Mobile Goes Full '90s With Backstreet Boys](https://musebyclios.com/super-bowl/sb60-goes-full-90s-with-backstreet-boys/) **Published:** February 6, 2026 **Author:** David Gianatasio **Content:** *“Tell me why it’s America’s best network*. *Tell me why Netflix is included and lots of perks.”* The Backstreet Boys perform a brandiferous version of “I Want It That Way” in T-Mobile’s Super Bowl :60 below. Druski’s moved to tears. (Of joy, apparently.) Influencer Pierson Fodé rocks his trademark Stetson and MGK (nee Machine Gun Kelly) makes a cameo after the screaming fans go home. It’s a neat nod to a tamer time. And [nostalgia](https://musebyclios.com/super-bowl/aniston-leblanc-and-alexander-join-affleck-for-dunkin-sb60-teaser/) usually plays well in the Big Game, especially when bolstered by [classic tunes](https://musebyclios.com/super-bowl/state-farms-teaser-stars-katseye-hailee-steinfeld-danny-mcbride/). “This spot is about asking Americans to pause and think about what their wireless provider actually does for them,” says client brand chief Lucy McLellan. “We believe people deserve more than just a connection—they deserve more benefits, more transparency and a better overall experience—and that’s what sets T-Mobile apart.” “Bringing the Backstreet Boys back was a fun way to put a fresh twist on an iconic song and bring that message to life on the biggest stage in the world. The takeaway is simple: it’s better over here.” Panay Films helped develop the commercial, which is set to drop in the second quarter of Sunday’s NBC telecast. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/02/06093850/TMOB-2.jpg) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Super Bowl **Tags:** panay films, T-Mobile **Sections:** Entertainment, Trending --- ### [Inside Kinder Bueno's Space Babies Super Bowl Flight](https://musebyclios.com/super-bowl/inside-kinder-buenos-babies-in-space-super-bowl-spot/) **Published:** February 7, 2026 **Author:** Shahnaz Mahmud **Content:** [Ferrero Group](https://en.wikipedia.org/wiki/Ferrero_SpA) is taking one giant leap for European chocolatiers this Sunday. The confectioner is advertising in the Super Bowl for the first time with its [Kinder Bueno](https://en.wikipedia.org/wiki/Kinder_Bueno) chocolate bar. The campaign is called “Yes Bueno,” angling to spark curiosity around the crispy hazelnut-cream bar. The brand flips the cultural trend of people saying “No bueno” (not good) as a fun way to make its Super Bowl debut. “Ferrero has been considering a Super Bowl ad for several years, and we chose Kinder Bueno because we see Kinder as one of the most under-leveraged brands in our portfolio,” says CMO Chad Stubbs. “The Super Bowl demonstrates our commitment to integrating our brands into consumer culture.” The spot sees Kinder Bueno as the calm answer to the chaos of spaceflight and mission control. Oh, and there are floating babies and extra-terrestrials, too. Hollywood’s resident sci-fi actor [William Fichtner](https://en.wikipedia.org/wiki/William_Fichtner) and reality TV star [Paige DeSorbo](https://en.wikipedia.org/wiki/Paige_DeSorbo) feature prominently. Play “By uniting diverse communities across generations—sci-fi fans, pop culture enthusiasts, reality TV devotees and Ferrero fans—we’re connecting with many different demographics, which is exactly the point,” says Stubbs. [Anomaly](https://www.anomaly.com/) handled the creative, with [Björn Rühmann](https://smugglersite.com/europe/commercial/directors/bjorn-ruhmann/) serving as director. “We decided if this was the imaginative journey we wanted to take, it needed to have a cinematic quality that would match the best of sci-fi movies,” explains Stubbs. “We used a real fuselage with working lights and real astronaut suits. The team used a volumetric screen for the control room and black hole sequences, with in-camera capture reflecting off the actors’ faces. They built a real alien planet miniature set with in-camera lighting versus VFX.” In addition to its game-day placement and treks across social, influence and e-commerce partnerships, “Yes Bueno” features limited-edition white and dark chocolate flavors featuring Super Bowl packaging. Additionally, the brand will run a 13-week sweepstake where consumers can register for weekly and grand prizes. ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** Super Bowl **Tags:** Ferrero Group, Kinder Bueno **Sections:** Entertainment, Trending --- ### [Byoma Puts Not-So-Bad Bunny in the Big Game](https://musebyclios.com/super-bowl/byoma-puts-not-so-bad-bunny-in-the-game/) **Published:** February 6, 2026 **Author:** David Gianatasio **Content:** Move over, Ben Affleck, Emma Stone and Guy Fieri. Now we’ve got some up-to-the-minute celebrities in Super Bowl 60. We’re talking about a wacky quintet of digital influencers, cast by skincare brand Biome in a regional spot running during the third quarter. The ad will play in Seattle, home of the 2026 SB runners-up. Go Pats! Anyhoo, they riff on [Bad Bunny’s halftime gig](https://musebyclios.com/musings/nfl-didnt-flinch-on-bad-bunnys-super-bowl-halftime-bid/), winking at [fan dismay](https://www.nbcbayarea.com/entertainment/entertainment-news/height-requirement-for-bad-bunnys-super-bowl-halftime-show-has-fans-shocked/4013693/) over the height requirement (between 5’7″ and 6′) to join BB on stage. And yes, for the biggest live TV event of the year, rabbit ears come into play. “For us, during the Super Bowl, speed isn’t a constraint, it’s our whole strategy,” says Dan West, ECD at /prompt, which helped develop the campaign. “If you start months in advance, you’re guessing what your audience will care about. By going from pitch to launch in two weeks, we turned a viral internet moment into a genuine celebration of short kings and queens and an authentic connection to Byoma’s Bio-Collagen Radiance Facial Mask.” “It’s proof that audience-led creative delivers outsized impact that lasts well beyond the moment,” he says. Juhm, Dylan Kevitch, Lisi German, Micky Gordon and Kristyn Hoffman appear. Kerry Furrh and Olivia Mitchell (aka [Tusk](https://musebyclios.com/film-tv/tusk-directs-breakthrough-spots-for-harper-wilde-and-liquid-death/)) directed. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Super Bowl **Tags:** byoma, Tusk **Sections:** Entertainment, Trending --- ### [What AI Can Learn from YouTube and Wikipedia](https://musebyclios.com/musings/what-ai-can-learn-from-youtube-and-wikipedia/) **Published:** February 5, 2026 **Author:** David Gianatasio **Content:** The internet reshaped creativity through access: global distribution, instant publishing, infinite reach. But access alone never sustained creative ecosystems. The human touch is needed to elevate access into opportunity. What allowed creativity to thrive were the systems that innovative teams built around tech-enabled access, governing trust, attribution and participation in value. Few platforms shaped those systems more profoundly than Wikipedia and YouTube. As they celebrate their 25th and 21st birthdays, respectively, they offer a useful lens for considering the forces that have shaped today’s content economy and where creativity may be heading next—especially as AI becomes a dominant interface. Wikipedia proved that large-scale collaboration can produce trusted knowledge when transparency was non-negotiable. Citations, edit histories and talk pages support accuracy and make claims auditable and trustworthy. The durable principle of trust following transparency helped turn Wikipedia into one of the most relied-upon reference points in human history. It empowers people to learn and explore ideas with unprecedented ease. YouTube solved a different problem. It showed that creativity flourishes when contributors participate in the upside their work creates. By institutionalizing revenue sharing at scale, it transformed creative expression from a pastime into a profession for millions. The result was not just more content, but a sprawling, diverse creative ecosystem spanning nearly every imaginable niche. Neither model is perfect. But together, they shaped the trust and economic systems that underpin today’s internet and, by extension, today’s creative economy. For creators, they changed what felt possible. Wikipedia contributors knew their work would remain helpful, accurate and trusted. YouTubers could invest time and craft into their work knowing that success wouldn’t just bring attention, but sustainability. In both cases, content became something creators could build around, return to and improve over time, turning participation into ecosystems. AI represents the next inflection point. Generative systems are reshaping how ideas are discovered, summarized and consumed. Once again, the central question is sustainability: whether creative work remains valued and trusted within the systems built on top of it. If generative AI remains merely an extraction layer that absorbs creative work without preserving its lineage or sharing in the value it creates, it risks weakening the very ecosystem it depends on. The future of creativity in an AI-mediated world won’t be decided by regulation or model architecture alone. It will be shaped by whether we choose to encode two proven principles into these systems: participation in value and clarity of provenance. Wikipedia and YouTube have already shown what it takes to make creative ecosystems thrive at scale. If AI builds on those lessons, the next era of the internet could be defined by a deeper, more durable creative abundance. It’s once again the human element that will unleash possibilities. We applaud the teams of people who’ve spent decades building the models that redefine collaborative creativity, while inspiring all our discussions around what we can create tomorrow. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings **Tags:** AI, Wikipedia, YouTube **Sections:** Community Voices --- ### [Ryan Heuser of Liquid Death on Artists Gaining More Control Over Their Narratives](https://musebyclios.com/2-minutes-with/ryan-heuser-of-liquid-death-on-artists-gaining-more-control-over-their-narratives/) **Published:** February 8, 2026 **Author:** Shahnaz Mahmud **Content:** [Ryan](https://www.linkedin.com/in/ryan-heuser-b768813/) is the senior vice president of experiential marketing at Liquid Death. He oversees national partnerships with properties including Live Nation, Madison Square Garden Entertainment, The Sphere, NASCAR and more. He also directs the company’s field marketing and on-premise sales teams across the country. Prior to Liquid Death, Ryan held posts at Mark Anthony Brands, GMR Marketing and The Marketing Arm. We spent two minutes with Ryan to learn more about his background, his creative inspirations and recent work he’s admired. # Ryan, tell us … ### Where you grew up, and where you live now. Ladd, Ill., and Fort Lauderdale. ### Your earliest musical memory. Sitting on my aunt’s knee while she taught me the words to [“Maybe Baby”](https://www.youtube.com/watch?v=fEHNFxXkILM) by [Buddy Holly](https://en.wikipedia.org/wiki/Buddy_Holly). ### Your favorite bands/musicians today. [Sturgill Simpson](https://en.wikipedia.org/wiki/Sturgill_Simpson), [Wilco](https://en.wikipedia.org/wiki/Wilco), [Parcels](https://en.wikipedia.org/wiki/Parcels_(band)), [Mk.gee ](https://en.wikipedia.org/wiki/Mk.gee) ### One of your favorite projects you’ve ever worked on. [Miller Lite Taste Express Tour ](https://www.millerbrewerytour.com/av?url=https://www.millerbrewerytour.com/tour-information) ### A recent project you’re proud of. [Liquid Death Country Club with Live Nation music festivals](https://liquiddeath.com/pages/edc-orlando-2023?srsltid=AfmBOorqDbR8KLeJhOUQboJLcUU7pCfXAqMvN0jIwhegrIPX1mOSsI8x). ### One thing about how the music world is evolving that you’re excited about. Artists have more control over their narrative and brand. Decisions can be made more quickly. Partnerships and unique projects are more likely to happen. ### Someone else’s work, in music or beyond, that you admired lately. Everything [Bad Bunny](https://en.wikipedia.org/wiki/Bad_Bunny) is doing this year: [Adidas](https://www.adidas.com/us/bad_bunny), [Calvin Klein](https://www.calvinklein.us/en/bad-bunny/discover-the-collection), [San Juan concerts](https://en.wikipedia.org/wiki/No_Me_Quiero_Ir_de_Aqu%C3%AD), [Billy Madison](https://www.imdb.com/news/ni65391613/), [SNL](https://www.youtube.com/watch?v=A0Pt7qHpWNg). Play ### A book, movie, TV show or podcast you recently found inspiring. Book: [Lets Go (So We Can Get Back) ](https://en.wikipedia.org/wiki/Let's_Go_(so_We_Can_Get_Back))by [Jeff Tweedy ](https://en.wikipedia.org/wiki/Jeff_Tweedy) ### An artist you admire outside the world of music. [Ernest Hemingway ](https://en.wikipedia.org/wiki/Ernest_Hemingway) ### Your favorite fictional character. [Garfield](https://en.wikipedia.org/wiki/Garfield). Hates Mondays, loves lasagna. ### How musicians should approach working with brands. I would advise artists and their teams to implement a strategic process for evaluating potential partners. Investing time in researching and selecting brands that authentically align with their values and lifestyle is a crucial step toward building successful and sustainable collaborations. ### How brands should approach working with musicians. Allow the artist to play a meaningful role in the creative process. That’s why you’re working with them. ### What you’d be doing if you weren’t in the music business. Deep sea fishing. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.]() ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Music **Tags:** Liquid Death **Sections:** Community Voices --- ### [Clumps of Body Hair Sing for Manscaped in SB60](https://musebyclios.com/super-bowl/body-hair-sings-for-manscaped-in-sb60/) **Published:** February 3, 2026 **Author:** David Gianatasio **Content:** Hit it, hairballs! The googly-eyed refuse from men’s beards, backs and other B-parts belt out a tune in Manscaped’s Super Bowl debut from Quality Meats. Here are some lyrical highlights—or, more accurately, a few lines from the song: *“Once I danced upon your chest, Covered your pecs, I did my best. I was your scruffy loyal friend, Sworn to protect your dimpled chin. But you stabbed me in the back When you sliced me from the patch above your crack…”* “We wanted to create something America’s eyeballs have never seen before,” says agency co-CCO Gordy Sang, “and not go the typical Super Bowl route of using a hot new celebrity for the sake of a hot new celebrity. So, we went the exact opposite direction: grotesque-yet-weirdly-lovable singing hairball monsters who are ultimately chopped off and thrown away.” Those puppets “had to be handmade by humans to tell that human story,” adds GCD Clarissa Dale. [The Perlorian Brothers](https://mjz.com/directors/the-perlorian-brothers/work/) directed via MJZ. In a sea of nostalgia and celebs on the Super Bowl, this one might just be—wait for it—a cut above. Though mostly it’s just memorably (and marvelously!) stupid. Which is good enough for us. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Super Bowl **Tags:** Quality Meats **Sections:** Entertainment, Trending --- ### [Svedka Unleashes AI Party-Bots for the Super Bowl](https://musebyclios.com/super-bowl/svedka-unleashes-ai-party-bots-for-the-super-bowl/) **Published:** February 3, 2026 **Author:** David Gianatasio **Content:** Brobot—the male automaton in Svedka’s [much-hyped](https://musebyclios.com/year-in-review/big-media-trends-include-vodka-bots-rocked-raccoons-fake-apologies-so-many-mergers/) AI-generated Super Bowl spot—seems like kind of a poser. Leering and showing off at the club, vodka bottle in hand. Ah well, the brand’s Fembot seems to dig it. Though really, she should kick Robo-Romeo to the curb after this :30 runs in the Feb. 8 NBC telecast: “Svedka had been declining and bleeding fans for a while,” Sara Saunders, CMO at Svedka parent Sazerac, [tells Adweek](https://www.adweek.com/creativity/svedka-bets-on-ai-and-its-fembot-to-make-super-bowl-history/). “We felt \[the Fembot, gone for a decade\] was a valuable brand asset that had been abandoned.” “We wanted to give \[the Fembot\] more humanity, in a way that felt relevant to today’s world,” she continues. “We’re tongue-in-cheek about the fact that the Fembot has come back to remind us to all be a bit more human. She demonstrates so many lovely things about being human that she can’t do, but that humans should do.” It’s already generated considerable buzz, which should please the flesh-bags back at the C-suite. Big plus: Using AI in a spot about artificial beings feels more on point than employing [faux revelers ](https://musebyclios.com/musings/ai-didnt-spark-the-mcdonalds-ad-backlash-the-perception-of-laziness-did/)in a holiday commercial and expecting humans to approve. AI’s role as a creative tool is still hotly debated. It’s full scope will unfold in the very near-future. But Svedka’s tech-driven concoction goes down pretty smooth in the here and now. Silverside AI, a production studio led by longtime agency exec P.J. Pereira, helped develop the campaign. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Super Bowl **Tags:** svedka **Sections:** Entertainment, Trending --- ### [Waitrose 'Gastronaut' Craves Earth Food Stat](https://musebyclios.com/advertising/waitrose-gastronaut-needs-earth-food-stat/) **Published:** February 4, 2026 **Author:** David Gianatasio **Content:** Waitrose, we have a problem. The U.K. supermarket chain presents a near-future space explorer who’s hankering for prawn linguine. Frankly, that sounds less appetizing than what we see him slurping from food pouches. But to each their own. Soon—to the strains of Aerosmith’s “I Don’t Want Miss a Thing” and cracks from a snarky computer—he’s rocketing back to the home world. Nice touchdown. Lucky his capsule only takes up one parking space. Speaking of touchdowns, this is Super Bowl-quality stuff from Wonderhood Studios. Though it’s not running in the Big Game, the spot displays an impressive sense of scope. Smuggler director [Tom Speers](https://smugglersite.com/global/commercial/directors/tom-speers/) builds a compelling brand narrative. There’s a solid, self-aware central performance (from Adam Loxley) with savvy servings of sentimentality (he misses family dinners) and silliness (his prawn fantasies!). “Food has a powerful way of reconnecting us with the places and moments that matter most,” says Waitrose chief customer officer Nathan Ansell, “This campaign celebrates the meals, flavors and small rituals that food lovers would go to extraordinary lengths for, even traveling across space.” “It’s a playful way of showing just how deeply people care about the food they love. It’s not just about what you eat, it’s the people, places and memories associated with it.” ![](https://cdn.musebyclios.com/wp-content/uploads/2026/02/04083117/wait-last.jpg) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Waitrose, wonderhood **Sections:** Entertainment, Trending --- ### [Southwest Recreates an Airport in the Great Outdoors for a Regional Big Game Flight](https://musebyclios.com/super-bowl/southwest-recreates-an-airport-in-the-great-outdoors-for-regional-sb-spot/) **Published:** February 4, 2026 **Author:** David Gianatasio **Content:** Southwest Airlines takes viewers on a strange journey complete with an escalator rising out of the grassy earth and flight information displays suspended from the trees. There’s a plane, too, sitting in an open field. Well, rows of seats are there, anyway. GSD&M developed this Twilight Zone approach for a Super Bowl spot running in select markets during the game and streaming nationally on Peacock. Amid all manner of airport paraphernalia, folks rush through brambles and bushes to catch a flight. It’s disorienting to be sure, a big visual metaphor about Southwest’s efforts to tame the “wild” nature of passenger seating. Play [Brian Billow](https://opositivefilms.com/directors/brian-billow) from O Positive directs with a strong sense of movement and mystery. This approach might prove too odd for some. Still, the compelling imagery might lure eyeballs. At least those travelers got some fresh air. Surely preferable to the stench of fast-food and panic that permeates some departure terminals. (Not Southwest’s, surely.) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Super Bowl, Travel **Tags:** GSD&M, Southwest **Sections:** Entertainment, Trending --- ### [Don't Fret, Chris Hemsworth. Amazon's Alexa+ Isn't Plotting Your Demise](https://musebyclios.com/super-bowl/dont-fret-chris-hemsworth-amazons-alexa-isnt-plotting-your-demise/) **Published:** February 5, 2026 **Author:** David Gianatasio **Content:** *Alexa, don’t hurt Chris Hemsworth!* In a Big Game :60, the Thor actor frets that Amazon’s AI assistant is planning to put him six feet under. The spot insists that Alexa’s just trying to help around the house in various ways. But Chris dreams up domestic tech attacks in unsettling scenarios. Co-starring Hemsworth’s wife Elsa Pataky, the story delivers a darkly humorous conceit that fits into the [SB60 trend](https://musebyclios.com/musings/why-is-every-ai-super-bowl-ad-asking-for-permission/) of AI-related spots working to assure fleshbags that we’re safe in a world of bots. Watch an extended cut below. The snake’s an [inside joke](https://www.youtube.com/watch?v=w0bT9q0BeIQ) (though best left outside). Play After watching that, I feel … reassured? Though extremely well-made and clearly tongue-in-cheek, one wonders about the tone. Chris does absorb lots of punishment—albeit comical, and all in his imagination. Perhaps this approach represents a transitional phase for AI. We’re coming to terms with its increasingly pervasive existence but find ourselves prey to fears that will likely never come true. Hopefully. In a sense, the work serves as an unintentional warning. Let’s proceed with caution, take measured steps and put ample failsafes in place. Lest those chatty conglomerations of wires, circuits and CPUs might unleash lord knows what in our direction. Hungryman’s [Wayne McClammy](https://www.imdb.com/name/nm1436535/) directed the spot, which was developed In-house. This just in: Google Gemini’s harmless too! It’s SB entry all about good times and babies and so on: Play ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Super Bowl **Tags:** Amazon **Sections:** Trending --- ### [Big Mouth Billy Bass Battles a Big Ol' Bear for Jeep Cherokee](https://musebyclios.com/advertising/big-mouth-billy-bass-battles-a-big-ol-bear-for-jeep-cherokee/) **Published:** February 5, 2026 **Author:** David Gianatasio **Content:** *Die, Big Mouth Billy Bass, die!* Who didn’t scream those words at the musical wall-mounted oddity back in the day. Now, BMBB returns and meets an awful (some might say richly deserved) fate in a spot for Jeep Cherokee that’s garnered millions of views online in just a few days. It’s kind of graphic, though not really. Remember, those are wires inside the freaky fish, not intestines. And a bear’s gotta eat, right? Hang in for the surprise ending, it’s so patriotic: That kid learned a valuable lesson: Life sucks, even for animatronic fish. “This spot was built very intentionally around the 140 driver-assistance features of the all-new Jeep Cherokee Hybrid—because safety matters. But it has to be expressed in a way that’s true to Jeep,” says Olivier Francois, global CMO at Jeep parent Stellantis. With that in mind, the team “delivers humor and a bit of chaos, but always in service of a concrete message. If there were a prize for ‘the best Big Game commercial that’s not in the Big Game,’ this is the ad we’d submit.” We agree and so does the cyber-sphere. The spot’s a hoot and it’s generated loads of attention in barely a day. AI, CGI and puppetry all came into play, skillfully deployed by ace comedy director [Jim Jenkins](https://musebyclios.com/advertising/norwegian-cruise-lines-blasts-from-the-past/) from O Positive. Highdive led creative development. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/02/05090855/bass-3.jpeg) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Highdive, Jeep **Sections:** Trending --- ### [Guy Fieri's No Tool in SB60 Spot for Bosch](https://musebyclios.com/super-bowl/tools-make-the-guy-in-fieris-sb60-spot-for-bosch/) **Published:** February 5, 2026 **Author:** David Gianatasio **Content:** Without Bosch tools and appliances, Guy Fieri is “Just a Guy.” Bad hair. Dumpy clothes. Completely unimpressive. But with the brand’s products in hand, dude undergoes a total transformation. He’s capable and brimming with confidence, sporting a leather jacket and copious bling. His hair gets … spiky. It beats that pre-Bosch coif, I guess. It all happens in this slick yet goofy AI-driven visual metaphor of a Super Bowl commercial: “I’ve been a long-time Bosch guy,” says Fieri. “In the kitchen and around the ranch, these are products that my family and I reach for, so working with the brand was a no-brainer.” Too bad he didn’t [morph into Macho Man Randy Savage](https://www.youtube.com/watch?v=ILGDHUZeq90). Then we’d have a commercial to reckon with. But this one’s fun, delivering its message with considerable charm thanks to Guy’s cute dual performance. Droga5 helped develop the campaign. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Super Bowl **Tags:** Bosch, Droga5 **Sections:** Entertainment, Trending --- ### [Emma Chiu of VML Intelligence on Her Role as a Futurist](https://musebyclios.com/2-minutes-with/emma-chiu-of-vml-intelligence-on-being-a-futurist/) **Published:** February 6, 2026 **Author:** Shahnaz Mahmud **Content:** [Emma](https://www.linkedin.com/in/emma-chiu-86a4491b/?originalSubdomain=uk) is currently global director of VML Intelligence, the agency’s futures and innovation think tank. She consults with clients to build long-term strategies based on qualitative and quantitative insights around cultural and behavioral change, sector innovation and zeitgeist shifts. We spent two minutes with Emma to learn more about her background, her creative inspirations and recent work she’s admired. # Emma, tell us … ### Where you grew up, and where you live now. I grew up in London. I spent five years in NYC and am now back living in London— it is always home for me. ### How you first realized you were creative. Pursuing a creative path was a struggle—my mum was against it, though she’d absolutely deny that now. It wasn’t until later, through encouragement from design course leaders and, eventually, colleagues in my early career, that it really clicked. That’s when I realized everyone is creative, or at least has the ability to flex that muscle when given the chance. ### A moment from high school or college that changed your life. I was given the opportunity to work as a visual editor at [The Future Laboratory](https://www.thefuturelaboratory.com/foresight-services?utm_campaign=TFL+Brand&utm_medium=ppc&utm_source=adwords&utm_term=the%20future%20laboratory&hsa_mt=e&hsa_net=adwords&hsa_ad=646725256285&hsa_src=g&hsa_cam=19640750153&hsa_kw=the%20future%20laboratory&hsa_grp=148739417274&hsa_tgt=kwd-14049384370&hsa_ver=3&hsa_acc=4887658136&gad_source=1&gad_campaignid=19640750153&gbraid=0AAAAADeN_1upJ0Lj6hIlFcE07rHnsu7kG&gclid=CjwKCAiAv5bMBhAIEiwAqP9GuNSC3B0OzHKTo8a3VX5FJKPYPhgvEZ9HfQiGc3ETggc0k27uTzCqkRoCD3sQAvD_BwE). It allowed me to transition from graphic design into the world of trend forecasting. It fundamentally reshaped how I think about creativity, culture and the future. ### Your most important creative inspirations, and some recent stuff you love. A lot of great ideas come from long walks. I also enjoy visiting exhibitions, some recent ones include [Dirty Looks](https://www.barbican.org.uk/whats-on/2025/event/dirty-looks) at the Barbican Centre and [Wayne McGregor: Infinite Bodies](https://www.somersethouse.org.uk/whats-on/wayne-mcgregor-infinite-bodies?gad_source=1&gad_campaignid=23274387830&gbraid=0AAAABBr6tYsuUMIWNasIW5jKaHSvMjvrT&gclid=CjwKCAiAvaLLBhBFEiwAYCNTf3KgLnQ5VqepiZP4CaWQmyHaf0nfHEsVkEgme8dq5jNyG9ZIKaEwZhoCm14QAvD_BwE) at Somerset House. Latest read: [Flesh by David Szalay](https://thebookerprizes.com/the-booker-library/books/flesh). ### One of your favorite creative projects you’ve ever worked on. A couple of years ago, we worked on a [trends retrospective](https://www.vml.com/insight/ten-years-of-the-future-100-a-trends-retrospective). We reported trends over the past decade and tracked how they evolved and are still relevant. It validated our methodology and trend predictions. ### A recent project you’re proud of. The latest edition of [The Future 100.](https://bit.ly/4jXsQyO) I absolutely love working on this report. It’s a great way to showcase our creative thinking and use it to tell a compelling macro narrative of the world and our industry today. ### Someone else’s work you admired lately. [Refik Anadol’s](https://refikanadol.com/) work with AI. Particularly his open-source project—the [Large Nature Model (LNM)](https://refikanadol.com/works/large-nature-model-living-art/), which will be featured at [Dataland](https://dataland.art/), the first AI art museum opening in L.A. this spring. ### Your main strength as a creative person. Predicting the future. It comes with the job. I’m a futurist, after all. ### Your biggest weakness. Patience. I’m endlessly waiting for the world to catch up. ### A mentor who helped you navigate the industry. [Martin Raymond](https://www.linkedin.com/in/martin-raymond-565a809/?originalSubdomain=uk), cofounder of The Future Laboratory. He helped me navigate this career path. ### What you’d be doing if you weren’t in advertising. I love cooking, eating, trying new ingredients—you name it. So, likely something along the lines of a product development chef, where I get to experiment with new flavors and techniques. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:amy.corr@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Advertising **Tags:** VML Intelligence **Sections:** Community Voices --- ### [Pete Gosselin of CAPE: There Are No Shortcuts to Creativity](https://musebyclios.com/2-minutes-with/pete-gosselin-of-cape-on-loving-all-things-advertising/) **Published:** February 3, 2026 **Author:** Shahnaz Mahmud **Content:** [Pete](https://www.linkedin.com/in/pete-gosselin/) is co-founder and chief creative officer of CAPE. He is a Canadian-born creative whose career spans three continents and numerous product categories. We spent two minutes with Pete to learn more about his background, his creative inspirations and recent work he’s admired. # Pete, tell us … ### Where you grew up, and where you live now. I spent my early life in Ottawa and in Cantley, Quebec, where I taught skiing. When I was a teenager, my parents moved to Brisbane, Australia. But except for a couple of visits, I stayed behind to finish school. After University, I moved to Aspe to be a ski instructor, and then moved to the U.K. My early career was spent first in London, with a couple of stints in Amsterdam, followed by a couple of years in Auckland. and Now I live in Staten Island, N.Y. ### A moment from high school or college that changed your life. In high school, a girl told her friend she liked me. We’ve been married for 19 years this summer, not counting the 11 years we dated. ### Your most important creative inspirations, and some recent stuff you love. I love taking stuff apart and figuring out how it works. That’s the key to how I approach problems. I’ve been pretty busy at [CAPE](https://cape-agency.com/), but in my downtime I’ve been working on different chain-wax formulations for my bike. Understanding the chemistry behind it and the role of the ingredients helps me to make my own versions. That sounds super nerdy. But this is exactly the same methodology for approaching clients and their communication needs. ### One of your favorite creative projects you’ve ever worked on. The first [ad ](https://www.petegosselin.com/blockchain.php)in Blockchain for [TD Ameritrade](https://www.td.com/us/en/investing/tdis?mps=mps:tdb:p:wsp:ws-:all:d:H3071&gclsrc=aw.ds&gad_source=1&gad_campaignid=15135934441&gbraid=0AAAAAoLlIhbEfK342g3S0na58UzRWXPyk&gclid=CjwKCAiAs4HMBhBJEiwACrfNZe4_SAUlmEk3G24D2zgubd5gay6rIX18Ax4MgKyIif1uLtklJ4_G2RoCCx0QAvD_BwE). To figure out how to communicate with a [Bitcoin](https://en.wikipedia.org/wiki/Bitcoin)-loving audience, we had to understand Bitcoin and the underlying technology. The next step was to figure out how to hack the unhackable. It’s the perfect example of research, problem-solving, team work, and creativity. ### A recent project you’re proud of. [“Fug-AI-zi”](https://www.instagram.com/newyorkfestivals/reel/DOYsm_2Dir7/?hl=cs) for [New York Festivals](https://www.newyorkfestivals.com/). There’s something so beautiful about being a New Yorker and understanding how this city works. You don’t need to threaten people. You just politely ask them not to do something while holding a baseball bat. It doesn’t take a genius to figure out what that means. ### Someone else’s work you admired lately. This ad for [Toyota](https://en.wikipedia.org/wiki/Toyota): Play ### Your main strength as a creative person. Research. I read every client’s annual report. I follow their stock, when available. I buy and use their products. I try to figure out my clients’ problems. No shortcuts. Being a creative is hard work. And I’m willing to do the hard yards. ### Your biggest weakness. Long windedness. ### A mentor who helped you navigate the industry. [Ed Morris](https://www.linkedin.com/in/ed-morris-18215836/) taught me how to win awards. [Izzy Garber ](https://www.linkedin.com/in/igarber/)showed me how to win pitches—he’s a natural ad man. [Tracy Wong](https://www.linkedin.com/in/tracy-wong-853b3a16/) is the kind, thoughtful agency founder I want to be. ### What you’d be doing if you weren’t in advertising. I might never have left that job as a ski instructor in Aspen. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:amy.corr@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With **Tags:** CAPE **Sections:** Community Voices --- ### [Super Bowl Crunch Time: Sabrina Carpenter and Pringles Top Our 5 Ads of the Week](https://musebyclios.com/advertising/crunch-time-sabrina-carpenter-and-pringles-top-our-5-ads-of-the-week/) **Published:** February 5, 2026 **Author:** David Gianatasio **Content:** ### [The Best: Sabrina Carpenter Builds the Perfect Man Out of Pringles](https://musebyclios.com/super-bowl/sabrina-carpenter-builds-the-perfect-man-out-of-pringles-in-super-bowl-ad/) The pop priestess has a hankering for true love—and snacks. So, she creates a Mr. Chips who satisfies both her desires. BBDO N.Y. infuses this surreal Super Bowl spot with sly, silly style. Play **And in no particular order…** ### [Emma Stone Throws Tantrums and Laptops for Squarespace](https://musebyclios.com/super-bowl/emma-stone-throws-tantrums-and-laptops-in-super-bowl-ad-for-squarespace/) Bang! Smash! Double Oscar winner Emma Stone abuses laptops in a SB60 commercial because her preferred domain name is unavailable. Director Yorgos Lanthimos delivers the mock-noir vibes. Play ### [Adrien Brody Gets All Pissed Off for TurboTax](https://musebyclios.com/super-bowl/adrien-brody-gets-intense-for-turbotax/) Craaaack! Crash! Double Oscar winner Adrien Brody chews scenery and kicks lights on the set in this Big Game ad-within-an-ad. From R/GA and director Craig Gillespie. ### [Clumps of Body Hair Sing for Manscaped in SB60](https://musebyclios.com/super-bowl/body-hair-sings-for-manscaped-in-sb60/) *“You stabbed me in the back when you sliced me from the patch above your crack.”* And it just goes on like that in Quality Meats’ splendid slab of songful stupidity lensed by The Perlorian Brothers. ### [George Clooney Is the Man Who Came to Dinner for Grubhub](https://musebyclios.com/super-bowl/george-clooney-is-the-man-who-came-to-dinner-for-grubhub/) Yorgos Lanthimos strikes again. Unlike Emma and Adrien, George Clooney’s more smug than angry at a SB60 dinner party staged by Anomaly. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising, Super Bowl **Tags:** GrubHub, Manscaped, Pringles, Squarespace, TurboTax **Sections:** Entertainment, Trending --- ### [Andy Samberg Is 'Meal Diamond' for Hellmann's in SB60](https://musebyclios.com/super-bowl/andy-samberg-is-meal-diamond-for-hellmanns-in-sb60/) **Published:** January 27, 2026 **Author:** Amy Corr **Content:** Can you ever go wrong with a Neil Diamond tribute? The answer is no, and Andy Samberg plays a great parody of the legend in a Super Bowl ad for Hellmannn’s from VML. “Meal Diamond” makes everyone’s deli sandwich that much tastier as he sings about his life, BFF bologna and how he makes friends. “You were incredible,” says diner Elle Fanning. “Incredibly Lonely,” responds Meal Diamond. Food critic Keith Lee also has a cameo. Watch an extended cut below. A :30 will run in the game. Play “I’ve long been known as a great lover of all things sandwich. One could almost say it’s been my life’s great calling,” Samberg says in press materials. There will also be a Meal Diamond Deal at Jimmy John’s “Sing for a Sandwich” event in NYC on Feb. 3. Fans can visit the corner of 57th and 8th to perform “Sweet Sandwich Time” for a free Meal Diamond meal. “Music, nostalgia and food all have a unique way of creating shared moments and ‘Sweet Sandwich Time’ is a catchy reminder that Hellmann’s can be the star of any sandwich—or any game day celebration,” says Jessica Grigoriou, SVP of condiments marketing in North America at Unilever. ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Super Bowl **Tags:** Andy Samberg, Hellmann's, Neil Diamond, VML **Sections:** Entertainment, Trending --- ### [Marshawn Lynch, Spike Lee Unlock the Power of Oakley Meta Glasses for Big Game](https://musebyclios.com/super-bowl/marshawn-lynch-spike-lee-unlock-the-power-of-oakley-meta-glasses-for-big-game/) **Published:** February 2, 2026 **Author:** Christine Champagne **Content:** [Oakley Meta](https://www.meta.com/ai-glasses/oakley-meta/?utm_source=gg&utm_medium=ps&utm_campaign=22853235015&utm_term=oakley%20meta%20cyber%20monday&utm_content=794702803171&utm_ad=187904589509&utm_location=1022762&utm_location2=&utm_placement=kwd-2449040998488&utm_device=c&utm_matchtype=b&utm_feed=&utm_adposition=&utm_product=&ads_rl=9213737374&&gclsrc=aw.ds&gad_source=1&gad_campaignid=22853235015&gbraid=0AAAAAo_xvTm5TO0B39DGL4HRQD66MwZNv&gclid=Cj0KCQiAkPzLBhD4ARIsAGfah8gS_rNdes9A35ikl7FfLPq2fNOmsU-2g9QyZBEw5fPpZLOXbYUyalQaAqD7EALw_wcB "Oakley Meta") makes its Super Bowl debut with “Athletic Intelligence Is Here, Parts One and Part Two”—a pair of immersive and intense 30-second spots from [Mother L.A.](https://www.motherla.com/ "Mother LA") They vividly showcase the capabilities of the brand’s AI Glasses. (Look for Part One in the first quarter. Part Two follows in the third quarter.) Some highlights include legendary running back Marshawn Lynch skydiving toward a football while using open-ear audio to stream his Beast Mode playlist and Spike Lee employing slow-motion capture on Oakley Meta HSTN to film an epic dunk at Rucker Park. (That’s the iconic Harlem site known for high-level pickup games). Also, Golfer Askhay Bhatia and three Olympians—skateboarder Sky Brown, mountain biker Kate Courtney and breakdancer Sunny Choi—are seen making the most of the high-tech specs along with YouTuber[ IShowSpeed](https://musebyclios.com/music/swift-kicks-beats-ishowspeed-send-up-kung-fu-flicks/). Travis Scott’s high-energy “Hyaena” provides the soundtrack to the action-packed work. Play “Meta came to us with a very clear brief and ask—to drive breakthrough at the Super Bowl for Oakley Meta’s AI glasses, in a way that not only garnered outsized attention, but proved their relevance to athletes of all levels and sports,” explains Galen Graham, Mother L.A. group creative director. “Athletes are often looking for an edge, so we want to help show how Oakley Meta glasses can help them take their performance to the next level,” adds Kimberley Blanding, Meta’s global director of wearables. The ads use reflections on the eyewear lenses to help viewers share the experience of those wearing the glasses. “Telling this story through the reflections in the glasses highlights the natural connection and immersion they provide. When you’re wearing Oakley Meta glasses, you’re fully engaged in your environment and activity hands-free,” Graham says. “Plus, the glasses are beautiful, and leaning into the quality of the reflections helped us tell a compelling story in a unique way.” Play [Antoine Bardou-Jacquet](https://partizan.com/director/antoine-bardou-jacquet/) of Partizan directed the campaign. “We chose Antoine for the vision he showed in his treatment, the effort he put into a pre-vis to support his treatment and past experience doing another global campaign with him that earned our trust in his attention to detail and desire to create a distinctive, iconic and beautiful film,” Graham says. VFX house Mathematic was instrumental to achieving the complex, seamless effects. “It was quite an undertaking,” Graham says. “We worked with Mathematic to leverage their experience and their Los Angeles and Paris-based teams. We captured the real in-camera reflections, and in some cases were able to use them for final picture. For others, we used a variety of cameras to capture the POV footage, created 3D renders and integrated it into the final shots.” As for the casting, getting Lynch was high on Mother L.A.’s list of priorities. “Both in terms of wanting to celebrate his unique personality and because at the time of production his former team, the Seattle Seahawks, were favored to go to the Super Bowl,” Graham says. “Not only have the Seahawks made it, but it’s a rematch of Super Bowl XLIX, where they lost to the Patriots on the last play because they opted to pass instead of hand the ball off to Marshawn” who had a league-leading 17 touchdowns that season. “Basically, it’s the best case scenario with all the attention Marshawn is sure to receive around the game, hopefully, drawing more attention to our spot.” FYI: Mother hasn’t had a spot in the Super Bowl since 2018, and this is the L.A. office’s first-ever Big Game appearance. “The opportunity to be back on the biggest stage feels incredible and being able to use that stage to introduce the country to such a revolutionary product with such a star-studded cast was an absolute dream come true,” says Graham. ![author avatar](https://secure.gravatar.com/avatar/bca57dd4723116a5018776272ebed389875689a3404acf351677240c4d746cec?s=300&d=mm&r=g) Christine Champagne [See Full Bio](https://musebyclios.com/author/christine-champagne/) [ ](https://musebyclios.com/author/christine-champagne/) **Categories:** Super Bowl **Tags:** Meta, Oakley **Sections:** Entertainment, Trending --- ### [Andy Cohen and the Nerds Gummy Are 'Taste Buds' Now](https://musebyclios.com/super-bowl/andy-cohen-and-the-nerds-gummy-are-taste-buds-now/) **Published:** February 4, 2026 **Author:** David Gianatasio **Content:** *“Work it, Gummy!”* That’s the line of the Super Bowl so far—or not. Anyway, Andy Cohen encourages the Nerds Gummy Cluster to strut its red carpet stuff in a :30 from Digitas Chicago. The Ferrara brand is using adland’s biggest stage to hype new candy sizes and flavors. Are the Gummy and Shaboozey still BFFs? They [seemed so tight](https://musebyclios.com/super-bowl/shaboozey-channels-louis-armstrong-for-nerds-in-sb59/) last year. “Listen, I know mega moments,” Cohen gushes in press materials. “I know when something is juicy. And Gummy’s transformation is both of those. They’re as satisfying as the best reality TV moment. This Big Game spot is going to be epic.” Well, it’s colorful and enthusiastic, at any rate. Andy feels like a good fit for the brand. Both tend to trumpet their presence at high volume and turn up the silly to 11. This marks Nerds’ third consecutive national SB appearance. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Super Bowl **Tags:** Andy Cohen, Digitas, Nerds **Sections:** Entertainment, Trending --- ### [Emma Stone Throws Tantrums and Laptops in Super Bowl Ad for Squarespace](https://musebyclios.com/super-bowl/emma-stone-throws-tantrums-and-laptops-in-super-bowl-ad-for-squarespace/) **Published:** February 4, 2026 **Author:** Amy Corr **Content:** Emma Stone REALLY wants her preferred domain name in this Super Bowl ad for Squarespace directed by Yorgos Lanthimos. Sadly, EmmaStone.com is “Unavailable.” From her isolated island home, she checks Squarespace to see if her name is available. Ever hopeful, each search lets her down. And every “no” means a laptop gets destroyed. “Get your domain before you lose it,” closes the ad, created in-house with help from Superprime, Trim NY, One of Us, Company 3 London and Wave Studios. Play This is Stone’s first Super Bowl ad. And great news: [EmmaStone.com](http://emmastone.com/) is live. A :30-second version will run between the first and second quarters. “This commercial is based on true events. Having the opportunity to play myself in my own home was a joy and a memory I won’t soon forget, despite the pain that came rushing back,” Stone says in press materials. The campaign also includes [“The Negotiation”](https://www.youtube.com/watch?v=6_ufNt-VHMM)—in which Stone desperately attempts to get her domain name back. There’s also [“A Message from Emma Stone,”](https://www.youtube.com/watch?v=SxReJxetOVA) advising viewers on not waiting to grab their preferred domain names. ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Super Bowl **Tags:** Emma Stone, Squarespace **Sections:** Entertainment, Trending --- ### [Why Is Every AI Super Bowl Ad Asking for Permission?](https://musebyclios.com/musings/why-is-every-ai-super-bowl-ad-asking-for-permission/) **Published:** February 5, 2026 **Author:** Amy Corr **Content:** [Svedka’s Super Bowl spot](https://musebyclios.com/super-bowl/svedka-unleashes-ai-party-bots-for-the-super-bowl/) features AI-powered robots doing choreography. [Salesforce handed its entire creative strategy to MrBeast](https://www.tiktok.com/@mrbeast/video/7596006307111390495), borrowing his audience’s trust because enterprise software can’t seem to build its own. [OpenAI is back for round two](https://mashable.com/article/openai-super-bowl-commercial-2026), still workshopping how to make a large language model feel like sharing a beer with a friend. Every AI ad at Super Bowl 60 carries the same subtext: “Please don’t be scared of AI.” This is fear management, costing $8 million per 30 seconds. In fairness, the anxiety is real. The larger AI discourse is fraught with fears over job displacement. Nobody seems to understand algorithmic decision-making, and plenty of folks are unsettled by personalization that’s gone from helpful to intrusive, repeatedly serving ads for a product they merely thought about. The technology is making great strides, but the general public’s comfort with it still lags. The companies building these tools can see this divide widening in every piece of consumer research they commission. So they’re doing what nervous brands do when faced with an apprehensive audience. They’re asking for permission to exist in people’s lives. **Where That Strategy Falls Apart** Svedka made the robots dance because dancing robots are fun robots. Party robots. Not the dispassionate bots that decide whether you qualify for a mortgage. Google scattered regional spots across the country, each one attaching a human face to the technology, real small business owners, applications and results. The underlying message is palpable: AI serves people. Humans remain in charge, so go ahead and breathe that sigh of relief. Salesforce’s pivot tells the most interesting story. For years, Matthew McConaughey anchored spots that positioned the brand as the skeptical adult in the room, side-eyeing AI hype. They’ve abandoned that positioning with a MrBeast collaboration, staking out a bold strategic reversal. Salesforce wants to be the *approachable* AI company now—the AI company that feels more human because it hired humanity’s most-subscribed-to YouTuber to say so. For its part, Wix landed on painstakingly worded language that captures the prevailing tension between satisfying the innovation narrative and allaying the public’s fears in just three words: “AI-driven and human-led.” At a certain point, the strategy starts to eat itself. Permission-seeking works the first time. Maybe the second. Audiences give new categories room to introduce themselves and establish trust. But ChatGPT has been in the culture for over three years. Gemini. Claude. Copilot. The products have names now, and millions of people use them daily. Timid messaging doesn’t land when your audience already has the app on their phone. By the third or fourth cycle of dancing robots and heartwarming small business stories, audiences start asking harder questions: What does this actually do for me? Where’s the specific outcome? What value can I measure against my own life? **Show Them the Proof** [Google’s 50 small business stories](https://adage.com/article/special-report-super-bowl/google-air-50-local-super-bowl-commercials-promoting-ai-one-national/2600356/)—from SB59, feels like a lifetime ago—gesture toward specific, real applications, real entrepreneurs, real results. But the fragmentation means no single narrative punches through. The proof points exist. They’re just scattered across regional cuts that most viewers will never encounter. The permission phase is ending. The demonstration phase has to begin. Show me what changed. Show me the workflow that collapsed from six hours to six minutes. Show me the decision that got smarter because the data finally connected. Show me the outcome I can measure against my own Tuesday afternoon. Dancing robots are charming. Charming doesn’t compound. This lesson extends far beyond AI and far beyond the Super Bowl. Every emerging category burns through a permission window, that brief period when audiences extend patience while you figure out how to explain yourself. The window is generous. The window is also finite. The brands that survive the transition are the ones that arrive with proof before the audience stops asking for explanations and starts demanding results. The dancing better lead somewhere. ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Musings, Super Bowl **Tags:** AI, Super Bowl **Sections:** Trending --- ### [You Won't Find Ads In Claude AI, Says Anthropic's Big Game Ad](https://musebyclios.com/super-bowl/you-wont-find-ads-in-claudes-ai-says-its-big-game-ad/) **Published:** February 4, 2026 **Author:** Amy Corr **Content:** Anthropic’s first Super Bowl campaign for Claude asks “Does advertising belong everywhere?”—and affirms it does not belong in AI. The “A Time and a Place” campaign from Mother, directed by Jeff Low, was filmed in Los Angeles and includes four ads with a dark, comedic tone. A :60 pre-game spot shows a man wanting to better communicate with his mom. It veers from solid ideas to joining a dating site that matches young cubs with mature cougars. Play The 30-second in-game spot features a man doing pull-ups and looking to “get a six pack quickly.” His AI recommends boosting his confidence by wearing insoles so “short kings can stand tall.” “Ads are coming to AI. But not to Claude,” closes the spot below, with Dr. Dre’s “What’s the Difference” on the soundtrack. Play “All the time, we see proof that advertising works brilliantly in the right context,” says Felix Richter, CCO at Mother. “People asking AI about their health, their relationships, their business. Then a sponsored answer. We don’t need to explain why that’s wrong. We just need to show it.” Play Play “Technology can be a bicycle for the mind—something that extends what humans are capable of. Or it can be another surface competing for your attention,” adds Sasha De Marigny, chief communications officer at Anthropic. “We want Claude to be the former. By keeping Claude free of advertising incentives, the only thing it’s optimizing for is helping you do your best thinking.” Shortly after the campaign launched, Sam Altman, CEO of Anthropic rival OpenAI, heaped on the criticism. Which, of course, just buoys the former’s presence in the news cycle. Here’s what he had to say: > First, the good part of the Anthropic ads: they are funny, and I laughed. > > But I wonder why Anthropic would go for something so clearly dishonest. Our most important principle for ads says that we won’t do exactly this; we would obviously never run ads in the way Anthropic… > > — Sam Altman (@sama) [February 4, 2026](https://twitter.com/sama/status/2019139174339928189?ref_src=twsrc%5Etfw) ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Super Bowl **Tags:** anthropic, Claude, Mother **Sections:** Entertainment, Trending --- ### [Sabrina Carpenter Builds the Perfect Man Out of Pringles in Super Bowl Ad](https://musebyclios.com/super-bowl/sabrina-carpenter-builds-the-perfect-man-out-of-pringles-in-super-bowl-ad/) **Published:** February 3, 2026 **Author:** Amy Corr **Content:** Sabrina Carpenter is tired of boys. She wants a man. And while snacking on some Pringles, Mr. P. encourages her to “build him.” And she does in a Super Bowl spot from BBDO New York. “Pringleleo” is tall, handsome, delicious and doesn’t complain much. They go out to dinner, have fun between the sheets and take joyrides with Pringleleo behind the wheel. Post-concert, Sabrina’s thrilled to find her salty crunch beau waiting outside. In the end, Sabrina and her fans start literally feasting on the dude because “Once You Pop, the Pop Don’t Stop.” Play “We shot the ad in two days, which was an aggressive schedule, but so much fun the entire time,” says Mauricio Jenkins, Pringles U.S. marketing lead at Mars Snacking. “Sabrina and the team were laughing during every take, and we of course had a lot of fun with Pringleleo, another unique talent to work with a man made of crisps.” “The spot was also shot on a film camera which was new for us, but a mainstay in Sabrina’s personal brand—specifically the ‘Manchild’ music video. The same directors for that music video directed the ad, and they were so talented and wonderful to work with. They knew exactly how to bring Sabrina’s tone and our brand identity together for an unforgettable Pringles love story.” This marks Pringles’ ninth-consecutive Super Bowl ad and it will air in the third quarter. “The Big Game is not only snacking’s biggest day, but it’s also one of the largest marketing opportunities in the world—and our fans have come to expect that we show up and show out each Big Game,” Jenkins tells Muse. “We think of our Big Game ads as an opportunity to connect in a way that’s lighthearted and humorous while using our brand’s ethos and assets to connect to culture in a unique way.” If you can’t get your fill of Pringleleo, here’s the extended cut: Play ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Ad of the Week, Super Bowl **Tags:** BBDO New York, Pringles, Sabrina Carpenter **Sections:** Entertainment, Trending --- ### [Here's the Story Behind Those Weird Mozilla Videos](https://musebyclios.com/musings/heres-the-story-behind-those-weird-mozilla-videos/) **Published:** February 4, 2026 **Author:** David Gianatasio **Content:** Late last year, I was targeted by an anonymous group calling themselves Basement Freaks. They had become aware that I had been using generative AI in a series of music videos I’d made, and wanted a word. They led me into a dark cupboard and laid out their plan: to drag the world kicking and screaming toward the funhouse mirror of the present tech moment. They would force it to look itself right in the eyes—as an accompaniment to Mozilla’s annual corporate report, which they had been commissioned to design. For me, this presented an opportunity to explore my own relationship with generative AI—both thematically and in terms of craft. Maybe it was Stockholm Syndrome, but it didn’t take long to feel like I was in the right room. We shared a love of Chris Cunningham, Slavoj Žižek and the urge to make something that felt like you’d stumbled across it on Ebaumsworld. I was raised in a neo-Luddite community in the Deep South of Ireland so I didn’t see a screen until I was 18. Like the elders warned, I quickly became hooked. I think we are going to look back at this time in the same way we look at photos of people smoking on airplanes. I was excited to work on something that directly addressed that massive throbbing tentacled elephant in the room. Our development process was fluid: Rapid exchanges of visual references that used generative AI to get the freaks as close as possible to the images I had in my head. These early experiments became the north star for the design of elements like the AI Driver, the Blackbox and the Red Panda—all of which were then further developed and elevated through the combined efforts of our SFX and VFX teams. In an ideal world, this is how I’d like to use AI—what I’d describe as a hybrid workflow—rather than hybrid production. I’ve had some fun results using AI in low-budget music videos to develop elements shot in-camera, where the DIY nature of the form allows the “warts” of AI to be accepted. But if you’re aiming for something cinematic and engaging, generative AI hasn’t convinced me personally. The only AI-generated element that appears on screen in these films is the voice of the Blackbox—which, conceptually, feels pretty airtight. (If you want a glimpse of what the future sounds like, visit any AI voice generator site and hear how many of them are programmed to be “sultry.”) I wanted to take a drama approach to each of the “Choose You Future” films. And I was thrilled when cinematographer Suzie Lavelle, costume designer Susie Coulthard and production designer Elena Isolini came on board. As we accelerated towards production, films replaced AI mock-ups as our primary references. We spoke a lot about Gus Van Sant’s depiction of American suburbia in Elephant, and how filmmakers like Lynne Ramsay and Jean-Marc Vallée root you in a character’s experience via camera perspective. A week before production, we realized we needed to rebalance the overall narrative and introduce a script that expressed the significance of collective power. That led us to the brain-fruit idea. The experimental music element of this script was something that developed in response to Elena Isolini’s involvement (as she herself is an experimental musician who likes to plug wires into rocks.) Another victim on the Basement Freaks hit list was America’s greatest living composer, Nico Muhly, who joined us to make sure that the ads we were trying to make feel like cinema also got the chance to sound like cinema. If I want audiences to take away anything from this campaign, it’s exactly what Mozilla says at the end: Choose Your Future. We don’t have to hand our lives over to soul-sucking black boxes or perverted automatons designed to drag us into our lower selves. Our inner worlds, and the internet itself, can be liberated from the algorithmic tendrils of big tech if we can just find a moment to tear ourselves away from our phones, and all plug our synthesizers into the engorged mushroom of progress. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings **Tags:** AI, Mozilla, Object & Animal **Sections:** Community Voices, Entertainment --- ### [Adrien Brody Gets All Pissed Off for TurboTax](https://musebyclios.com/super-bowl/adrien-brody-gets-intense-for-turbotax/) **Published:** February 3, 2026 **Author:** David Gianatasio **Content:** “They say death and taxes are the only guarantees in life. At least death only happens to you once.” Well said, Adrien Brody, as you walk through the driving rain at the noirish start of TurboTax’s Super Bowl :45 below. Luckily, you’ll collect a nice fee for the appearance. So that 1099-E shouldn’t be a problem. Informed that TurboTax takes the pain out of IRS season, the two-time Oscar winner ratchets up his trademark intensity. Dude storms off set, proclaiming, “I don’t *do* happy. If there’s no drama, there’s no Adrien Brody.” R/GA helped develop the ad-within-an-ad approach, with Craig Gillespie directing in cheeky straight-ahead style. While there’s noting really new here, we get the brand message loud and clear. Plus, Brody presumably had fun chewing the scenery and kicking stuff around. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/02/03135335/brody-4.jpg) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Super Bowl **Tags:** R/GA, TurboTax **Sections:** Entertainment, Trending --- ### [Parker Posey Joins McConaughey and Cooper for Uber Eats](https://musebyclios.com/super-bowl/parker-posey-joins-mcconaughey-and-cooper-for-uber-eats/) **Published:** February 3, 2026 **Author:** Amy Corr **Content:** Parker Posey joins Matthew McConaughey and Bradley Copper in an Uber Eats Super Bowl spot that continues the brand’s cheeky “football sells food” conspiracy theory. Special US helped develop the campaign. Airing in the second quarter, McConaughey goes deep down the rabbit hole, offering lots of “facts” that prove his theory. He serves up athletes with food names, football plays with food names … and don’t get him started on the Pro Football Hall of Fame shaped like a juicer. We’re with him on the juicer. Can’t unsee it. The spot ends with Copper wanting to squash this beef—which plays nicely into McConaughey’s theory. Play As part of the push, Uber Eats is also building a way for fans to create their own Super Bowl ad in-app, in real-time. ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Super Bowl **Tags:** Bradley Cooper, Matthew McConaughey, Parker Posey, Special U.S., Uber Eats **Sections:** Entertainment, Trending --- ### [VW's 'Drivers Wanted' Returns for Big Game](https://musebyclios.com/super-bowl/vws-drivers-wanted-returns-for-big-game/) **Published:** February 3, 2026 **Author:** David Gianatasio **Content:** VW wants you to live your awesomest life and drive a Volkswagen while doing it. The automaker is also leaning into ’90s nostalgia in an effort to reverse a [sales slump](https://www.autonews.com/volkswagen/an-vw-audi-q4-sales-0105/) So, for the Super Bowl, VW has revived its Clinton-era “Drivers Wanted” line via Johannes Leonardo and director Leigh Powis of ProdCo. House of Pain’s “Jump Around” from 1992 provides the soundtrack. Indeed, there’s much merry leaping and general good timing in the extended-cut below. We get a very vibe-y montage, with lots of quick cuts propelled by sound and motion. The commercial plays it extremely safe. It could be touting almost any brand, auto or otherwise. But in these cray times, we’ll take feel-good imagery and reminders of better days. Most of us could use some nostalgia and safety right about now. That presumably includes VW, which has struggled of late. The spot harkens back to one of its most fruitful eras, with the New Beetle capturing a generation’s imagination and a long road of cultural relevance ahead. “Our passion has always been about our cars and our people; our drivers, our dealers, our employees,” says Kjell Gruner, president and CEO, VW Group of America. “This campaign celebrates that connection and invites everyone to share in the joy of driving a Volkswagen.” A 30-second edit will air during the second-quarter of Sunday’s SB60 telecast on NBC. The :90 above begins breaking today across various platforms. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Super Bowl **Tags:** Johannes Leonardo, Volkswagen **Sections:** Entertainment, Trending --- ### [General Motors' 'Crafting the One' Nabs a Grand Clio for Music Innovation](https://musebyclios.com/music/general-motors-crafting-the-one-nabs-a-grand-clio-for-music-innovation/) **Published:** January 30, 2026 **Author:** Christine Champagne **Content:** Last night, General Motors’ short film “Crafting the One” was honored with a Grand Clio for Music Innovation. The project celebrates GM’s manufacturing process, with a version of the Elvis Presley classic “If I Can Dream” cleverly broken down and reassembled, with elements of the song representing specific stages of vehicle production. Here, Nick Maker, head of music supervision & artist partnerships at The Elements of Music, delves into the making of this exceptional track: **MUSE: Why was this an exciting creative assignment?** Nick Maker: This was one of those rare projects that really checked every box: an iconic song and artist, a genuinely original creative idea from the Droga5 team and a seriously high level of technical execution required to bring it all together across music, shoot and edit. What made this one especially compelling was how simple the idea felt despite never really having been done before. We broke a song apart and used each element to represent a stage of a manufacturing process. It wasn’t just a creative approach to music. It also invited you to think about the craft and refinement that goes into making anything and how closely that can mirror an artistic process like writing a song. As director Jovan Todorović put it on an early briefing call, “The building of the car isn’t scored by the music. It is the music.” From the jump, we were all thinking: “If we can pull this off, this is going to be something pretty special.” Play **Why was the Elvis tune the best choice?** This project kicked off with a search helmed by Droga5’s Mike Ladman and Mara Techam. Long before we ever had picture, we actually applied the same creative process to a number of different songs, breaking them down and exploring how they might be rebuilt in a way that could support the concept. “If I Can Dream” ultimately rose to the top for a few reasons. First, Elvis is one of the most enduring American cultural icons, which made him a natural fit for a legacy American brand like GM. From a practical standpoint, unarchiving the Royal Philharmonic session gave us this rich, expansive orchestral arrangement, with enough instrumentation to meaningfully represent every stage of the manufacturing process. And then there’s the song itself: the stirring lyrics, the powerful build and that unmistakable vocal all came together in a way that carried the emotional weight we needed. **Can you take me through the process of dissecting the song and determining which parts would best represent work on the factory floor?** We started with a deep dive into the arrangement, cataloging each instrument and musical element and listening to each part in isolation, discussing the kind of movement or energy it suggested. We replayed any stems that needed additional clarity so that Jovan and the team would be armed with a clear reference going into the shoot. At the same time, we mapped out GM’s manufacturing process and began pairing stages with instruments that felt intuitive. The strings, for example, had this smooth, gliding motion that aligned with the movement of the robotic arms used in welding. The sharper attack of the horns felt like etching and carving, which led us to assign them to clay modeling. Elvis’ booming vocal had to become the engine—the heart and driving force behind the entire piece. From there, the team brought the preliminary stems to the GM factory floor in Michigan, played them out loud and choreographed each department’s movements with the music—effectively turning the manufacturing line into a performance. **What did you have to get right to make this work?** There were a few big challenges with this one. From our perspective, the first was making the music feel like it was being discovered in real time. It was important that the track revealed itself gradually, with the stems behaving the way a musician does when they’re working through a part. An early reference from the creative team was a moment in the Beatles: Get Back documentary, where Paul McCartney riffs on an idea with his bandmates, trying things out until the hook slowly begins to emerge. To achieve that, we couldn’t rely entirely on the original stems. A lot of the instrumentation had to be replayed and reimagined so the music could evolve naturally before resolving into the full song. With an arrangement this intricate, that was a significant lift. Huge credit to composer and multi-instrumentalist Vinnie Pedulla for bringing new life to those parts. Another major challenge was bringing all of those elements together in a way that worked both musically and visually. The track needed to accurately reflect GM’s manufacturing process while still sounding cohesive and “like a song,” not just a mishmash of musical phrases. That meant a good amount of trial and error and inching our music edit forward in tandem with the cut and in close collaboration with the crew at Droga5, director Jovan and the editing team at Exile. It may sound like a cliché, but it really was an enormous collective effort to bring this one to life. ![author avatar](https://secure.gravatar.com/avatar/bca57dd4723116a5018776272ebed389875689a3404acf351677240c4d746cec?s=300&d=mm&r=g) Christine Champagne [See Full Bio](https://musebyclios.com/author/christine-champagne/) [ ](https://musebyclios.com/author/christine-champagne/) **Categories:** Awards, Clio Awards, Music **Tags:** General Motors **Sections:** Entertainment, The Clios --- ### [Adrien Brody Acts Up for TurboTax](https://musebyclios.com/super-bowl/adrien-brody-acts-up-for-turbotax/) **Published:** January 27, 2026 **Author:** David Gianatasio **Content:** Adrien Brody’s got a pair of Oscars on his shelf. So, when TurboTax cast him in its latest Super Bowl commercial, there’s no doubt he could *handle it*. In fact, he says so in this trailer, over and over, squeezing every drop of hammy nuance from an assuredly silly performance: Dude must’ve studied with [Shatner](https://musebyclios.com/film-tv/william-shatner-in-super-bowl-bid-for-raisin-bran/). Such range! TT will make its 13th consecutive SB appearance, with Brody’s :45 airing just before halftime. There’s a :30 pre-game commercial, too. “The concept behind this year’s spot is that taxes can be pure drama,” TurboTax says in campaign materials. “They make people want to pull out their hair, scream, maybe even cry a little. Which sounds perfect for a dramatic actor like Adrien Brody, who’s eager to sink his teeth into the emotional agony of tax season.” Adrien signs on “expecting a challenging role full of anxiety, tension and all the drama that comes with doing your taxes—but he learns TurboTax experts make it all too easy. They don’t do drama. They just do your taxes.” R/GA helped develop the approach, with [Craig Gillespie](https://en.wikipedia.org/wiki/Craig_Gillespie) directing. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Super Bowl **Tags:** TurboTax **Sections:** Entertainment, Trending --- ### [Mattel's Ken Is Going Places With Expedia](https://musebyclios.com/super-bowl/mattels-ken-is-going-places-with-expedia/) **Published:** February 2, 2026 **Author:** David Gianatasio **Content:** Do Ken and Barbie take separate vacations these days? It would appear so, as Ken’s on the go with Expedia in a Super Bowl :30 running pre- and post-game domestically and during the SB60 telecast in Canada and Mexico. Buck and BixPix Studio produced the animated spot. Director [Drew Hodges](https://www.imdb.com/name/nm2542088/) delivers a colorful hop across the globe, with vivid animation and a jaunty style reminiscent of the blockbuster Barbie movie. Though any vestige of Barbie mania feels so 2023, the spot succeeds at celebrating 65 years of the Ken character with its sunny soft-sell approach. “Watching Ken navigate his first travel experience reinforces that our platform is built for travelers at any stage,” says Expedia EVP of brand marketing Natalie Wills. Jetting around with a beloved icon gives the pitch some cultural cachet, reinforcing the brand’s positioning as “the one place you go to go places … making it easy to bundle flights, hotels, vacation rentals and cars, helping travelers save on every trip.” As part of the push Expedia will launch a $65,000 Ken-themed SB sweepstakes [via Threads](http://threads.com/Expedia) on Feb. 8. The brand will award $1,000 in its OneKeyCash rewards currency to 65 winners. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/01/30191333/ken-x.jpeg) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Super Bowl **Tags:** Barbie, Expedia **Sections:** Entertainment, Trending --- ### [State Farm's Teaser Stars Katseye, Hailee Steinfeld, Danny McBride](https://musebyclios.com/super-bowl/state-farms-teaser-stars-katseye-hailee-steinfeld-danny-mcbride/) **Published:** February 2, 2026 **Author:** Amy Corr **Content:** Hailee Steinfeld’s insurance is only “halfway there.” Bad for her, but great for the viewers of State Farm’s Super Bowl teaser from The Marketing Arm. Keegan Michael Key and Danny McBride play insurance agents who parody Bon Jovi’s “Livin’ on a Prayer.” When Steinfeld shops for a policy, the agents at Halfway There Insurance morph into ’80s rockers who are honest about their less-than-stellar selection. Katseye soon joins in, with Steinfeld regretting that she didn’t choose State Farm. “Our spot is fun, it’s familiar, and it’s unmistakably State Farm,” says Kristyn Cook, EVP and chief agency, sales and marketing officer at State Farm. “It gets people to ask an important question, ‘Do I really have the coverage I need?’ and reminds them State Farm is there to help with local agents and a digital experience to make things easy.” ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Super Bowl **Tags:** Danny McBride, Hailee Steinfeld, Katseye, Keegan Michael Key, State Farm, The Marketing Arm **Sections:** Entertainment, Trending --- ### [George Clooney Is the Man Who Came to Dinner for Grubhub](https://musebyclios.com/super-bowl/george-clooney-is-the-man-who-came-to-dinner-for-grubhub/) **Published:** February 2, 2026 **Author:** David Gianatasio **Content:** Who will eat the delivery fees in Grubhub’s first Super Bowl ad? Not George Clooney, that’s for sure! The Hollywood A-lister is most adamant about that at the snooty dinner party below staged by Anomaly and director [Yorgos Lanthimos](https://musebyclios.com/super-bowl/dont-cry-emma-stone-youre-in-a-squarespace-super-bowl-ad/). Will the big reveal be to your taste? Let’s watch an extended cut and find out: They shoulda stuck Cloonster with the bill anyway. He can afford it. “The strategy was simple: match the message to the moment,” Grubhub VP of brand Marnie Kain tells Muse. “Grubhub is literally eating the delivery and service fees on restaurant orders over $50. This is NOT a short term promo. It’s a fundamental change to our business model that’s breaking with category convention.” “A consumer benefit this game-changing needed a stage as big as the announcement itself,” she says. “Which is why we are participating in the Big Game for the first time.” The film feels weird but also on-brand and not annoyingly OTT. It sets up the USP in a compelling way, with Cloons delivering the *pièce de résistance* with smirky, chiseled style. Kain believes the approach “breaks from traditional food delivery advertising in a way that’s impossible to ignore. The extravagant dinner party captures the tension between the food people love and the annoying fees that pile on. It’s bold, memorable, and signals we’re entering a new era.” So … fun set? “We shot on location in the U.K. at this incredible Elizabethan-style castle that was apparently also used for Bridgerton–complete with ornate ceilings, period details, the works,” Kain recalls. “The table was completely covered with impeccable take-out dishes. The dinner guests were fabulously and eclectically dressed, and it felt less like a commercial shoot and more like stumbling into a feature film.” “Under Yorgos’ meticulous attention to detail, there was a theatrical dramatic tension balanced with a subversive twist from Clooney. Being there felt like you’re part of something genuinely transformative, and we hope that’s exactly what it feels like for viewers when they watch it.” ![](https://cdn.musebyclios.com/wp-content/uploads/2026/02/02092530/grub-last.jpg) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Super Bowl **Tags:** Anomaly, George Clooney, GrubHub **Sections:** Trending --- ### [Starbucks' 'Coffee Run' and More Celebrations of the Olympic and Paralympic Winter Games](https://musebyclios.com/worldviews/starbucks-coffee-run-and-more-ads-celebrating-the-olympic-and-paralympic-winter-games/) **Published:** February 2, 2026 **Author:** Amy Corr **Content:** Great campaigns tied-in with [Milano Cortina 2026](https://www.olympics.com/en/milano-cortina-2026), chosen by Muse sibling[ Ads of the World](https://www.adsoftheworld.com/). ### Starbucks, ‘The Coffee Run’ Agency: Anomaly A guy on a scooter delivers coffee to Olympians in the snow. Whimsical stuff, served piping hot. Athletes Amber Glenn, Elana Meyers Taylor, Oksana Masters and Aaron Pike appear. “The campaign reinforces Starbucks’ role in the rituals that bring people together, from everyday moments to once-in-a-lifetime global events,” we’re told. [Julian & Quentin](https://www.magnastudios.com/director/julien-quentin) directed. Play ### Samsung, ‘Always Open’ ### Agency: LePub Milan Samsung [reframes victory](https://www.adsoftheworld.com/campaigns/open-always-wins-fce2bc82-cab5-4314-ba56-4ee18abd7047) beyond the podium for Milano Cortina 2026. The film follows an athlete and her father across years of training, quiet encouragement, setbacks and small wins. At the climactic moment, she captures her big moment via dual recording on a [Samsung Galaxy](https://www.adsoftheworld.com/campaigns/open-always-wins-fce2bc82-cab5-4314-ba56-4ee18abd7047) device. In this way, she shares the triumph with those who supported her. Because success is best when it’s shared. Play ### Hershey’s, ‘Happiness Is the Real Gold’ ### Agency: The Martin Agency This heartfelt [spot](https://www.adsoftheworld.com/campaigns/happiness-is-the-real-gold) follows five U.S. Olympic and Paralympic athletes and their families through emotional reunions and reflections on early sporting moments. What matters most is that competitors remain happy doing what they love. Play ### Air Canada, ‘Tyler’s Walk’ ### Agencies: TBWA\\Canada • Spy Films • Nimiopere This is the true [story](https://www.adsoftheworld.com/campaigns/tyler-s-walk-c4648d87-3969-4b8d-8ba8-5c4be8ae5b13) of Tyler McGregor, an elite OHL prospect whose dream ended the day cancer took his leg. Told through his first walk after surgery, each step unlocks memories of promise, loss and resilience. As past and future converge, Tyler discovers sledge hockey and rises to captain Team Canada, ultimately meeting his younger self at Milano Cortina 2026. The dream never ended—it evolved. Play ### Delta Airlines, ‘Great Heights are our Proving Ground’ ### Agency: Wieden+Kennedy N.Y. This [campaign](https://www.adsoftheworld.com/campaigns/great-heights-are-our-proving-ground) explores how the Olympic and Paralympic journey begins long before competition itself. Directed by Sam Brown and shot by Autumn Durald, the work captures the emotional highs and lows of preparation, the symbolism of departure, and the unseen support that carries athletes on the road to Milano Cortina. Play ### Visa, ‘Elevating the Power of Women in Sport’ ### Agency: Anomaly Through intimate, emotionally resonant visuals, the [work ](https://www.adsoftheworld.com/campaigns/elevating-the-power-of-women-in-sport)shows how every experience shapes what comes next. It spotlights the village of coaches, family, fans and everyday moments that power progress. Play ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Worldviews **Tags:** Air Canada, Hershey, Samsung **Sections:** Entertainment, Trending --- ### [Aniston, LeBlanc and Alexander Join Affleck for Dunkin' SB60 Teaser](https://musebyclios.com/super-bowl/aniston-leblanc-and-alexander-join-affleck-for-dunkin-sb60-teaser/) **Published:** February 2, 2026 **Author:** Amy Corr **Content:** It’s 2026, and Ben Affleck just showed Jennifer Aniston, Matt LeBlanc and Jason Alexander a VHS tape titled, “Network Pilot ’95 v 3.” I wonder what movie he taped over to record his next project? Viewers have no idea what’s on the tape, but Affleck wants feedback from the gathering of ’90s sitcom royalty. Ben knows cringe is hot and he’s got lots of it. “I don’t think he directed Argo,” says Alexander. “No one can see this,” adds Aniston. “It’s only gonna air once,” Affleck says. Here’s a teaser for the Super Bowl spot from Dunkin’: The clip launched during last night’s Grammy Awards. It was created by Ben’s Artists Equity, and was directed by Affleck and Brandon Pierce (aka Beedy). ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Super Bowl **Tags:** Artists Equity, Ben Affleck, Dunkin', Jason Alexander, Jennifer Aniston, Matt LeBlanc **Sections:** Entertainment, Trending --- ### [Niecy Nash Plays a Genie for Jordan Brand](https://musebyclios.com/sports/niecy-nash-plays-a-genie-for-jordan-brand/) **Published:** February 1, 2026 **Author:** David Gianatasio **Content:** How many hyphens are enough? That’s the question at hand when Niecy Nash plays a genie who pops out of an Air Jordan 6 “Infrared” sneaker. She makes an offer a young woman can’t refuse. Or can she? Niecy’s pitch: “Do you wanna be the most hyphenated multi-hyphenate singer-actor-dancer? There’s no such thing as doing too much if you’re good at the too much that you’re doing … Do you want the entire world following your every move?” The storyline updates a [1991 commercial](https://www.youtube.com/watch?v=ENUvVry7FIk) featuring Spike Lee (as Mars Blackmon), Michael Jordan and Little Richard. For that one, the latter played a genie in his marvelously manic style. Here, Nash conures up the sass and scores with a fresh interpretation. Regan Aliyah’s in fine form as the genie’s twentysomething foil. Teyana Taylor, Napheesa Collier, Bada Lee and Awich also appear. Overall, the remake offers a smart update of classic themes, with nods to women’s empowerment and cultural swagger casting a potent spell. Wieden+Kennedy developed the spot, which breaks on tonight’s Grammy Awards. Janicza Bravo of Prettybird directed. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/02/01133238/nash-2.jpg) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Sports **Tags:** Grammys, Jordan Brand, Wieden+Kennedy **Sections:** Entertainment, Trending --- ### [Nathan Duvall of SyncIt on Brands and Artists Collaborating 'Beyond the Money'](https://musebyclios.com/2-minutes-with/nathan-duvall-of-syncit-on-brands-and-artists-collaborating-beyond-the-money/) **Published:** February 2, 2026 **Author:** Shahnaz Mahmud **Content:** [Nathan ](https://www.instagram.com/iamduvall/?hl=en)is a British songwriter, music producer, vocalist, DJ and tech entrepreneur. As a solo artist, he is known as “Duvall” and is one-third of the production trio Disciples. Nathan is a VMA winner and a double Brit Award nominee. His electronic music releases have come through FFRR, Armada and more, and his mainstream hit collaborations include linkups with Calvin Harris, Craig David and Little Mix. His startup, SyncIt, is a platform dedicated to helping artists license their music to advertising, TV, film and gaming. We spent two minutes with Nathan to learn more about his background, his creative inspirations and recent work he’s admired. # Nathan, tell us … ### Where you grew up, and where you live now. I grew up in South London (Lewisham and Croydon). I live in Kent now and I am gradually making a move to Dubai. ### Your earliest musical memory. Constantly running around the corner in-between on-air commercials to snap up songs for[ Choice FM](https://en.wikipedia.org/wiki/Capital_Xtra). That was the first Black radio station in England, which my dad helped create. ### Your favorite bands/musicians today. [Disciples](https://en.wikipedia.org/wiki/Disciples_(production_team)). It’s not so much about the music. It’s the vibe in the studio that sends me to another planet. We all bring different influences and techniques. I learn something new every day with those guys. ### One of your favorite projects you’ve ever worked on. [“On My Mind.”](https://www.youtube.com/watch?v=z_1WcUAcbgQ) It was our hit after [“How Deep Is Your Love”](https://www.youtube.com/watch?v=qWWSM3wCiKY) with [Calvin Harris](https://en.wikipedia.org/wiki/Calvin_Harris). It took 14 versions to get it over the line. We even had [Ed Sheeran](https://en.wikipedia.org/wiki/Ed_Sheeran) write a version, which we didn’t end up taking. Play ### A recent project you’re proud of. Currently working on a Disciples album. It’s the most inventive electronic music I’ve had the pleasure of being a part of. ### One thing about how the music world is evolving that you’re excited about. All the AI tools to help creators think differently and create more music at speed. ### Someone else’s work, in music or beyond, that you admired lately. [Pharrell Williams](https://en.wikipedia.org/wiki/Pharrell_Williams). The way he transitions through genres for the last 30 years is phenomenal. ### A book, movie, TV show or podcast you recently found inspiring. Podcast: [My First Million](https://www.mfmpod.com/) by [Sam Parr](https://www.linkedin.com/in/parrsam/) and [Shaan Puri](https://www.shaanpuri.com/). It’s innovation-focused and they make me feel like anything is possible. ### An artist you admire outside the world of music. [Jean-Michel Basquiat](https://en.wikipedia.org/wiki/Jean-Michel_Basquiat). He was a cultural disruptor with an independent spirit. He did his thing and didn’t care what people thought. A lot of us struggle with the need for approval. I admire him for living his true self. ### Your favorite fictional character. [Tony Stark](https://en.wikipedia.org/wiki/Tony_Stark_(Marvel_Cinematic_Universe)): Confident, creative, technical and resilient with a legacy mindset. ### How musicians should approach working with brands. Look for a collaboration beyond the money. Most brands shoot for a long-standing relationship with the artist. Bring ideas to the table and help them think outside of traditional marketing. ### How brands should approach working with musicians. Understand that artists think deeply about their audience. So the relationship and the idea needs to feel true to that. Choose artists based on compatibility with the brand, not just the follower count. ### A mentor who helped you navigate the industry. [Shaurav D’Silva](https://www.linkedin.com/in/shaurav-d-silva-6196211a5/?originalSubdomain=uk). He’s been there from the beginning. He came to my first-ever gig at the world-famous U.K. nightclub [Ministry of Sound](https://en.wikipedia.org/wiki/Ministry_of_Sound) over 20 years ago. And he came to my last gig in Ibiza a few months ago. He’s a true champion of mine without expecting anything in return. ### What you’d be doing if you weren’t in the music business. Teach. It’s the only thing I’ve found as rewarding as making music. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:michael.kauffman@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Music **Tags:** SyncIt **Sections:** Community Voices, Entertainment --- ### [William Shatner Explores the Fiber Frontier for Raisin Bran](https://musebyclios.com/super-bowl/bill-shatner-explores-the-fiber-frontier-for-raisin-bran/) **Published:** January 30, 2026 **Author:** David Gianatasio **Content:** For Raisin Bran’s Big Game debut, Captain Kirk wants us to boldly go where we’ve all gone before. In the :30 below, he’s oh-so-subtly rebranded as “Will Shat” for a Trek-style scenario. There’s loads of scatological humor. Though Bill doesn’t beam down to Uranus. Thankfully. No jokes about super bowls? *More’s! The! Pity!* “We wanted to talk about a serious health gap in a way that actually felt relevant to people’s lives,” says Doug VanDeVelde, the brand’s chief growth officer. “By leaning into some fun wordplay with an absolute legend like William Shatner, we’re making sure the message about fiber is impossible to ignore.” The team impressively teased Shat’s SB60 bid last week, with Bill, 94, [diving into ](https://musebyclios.com/film-tv/william-shatner-in-super-bowl-bid-for-raisin-bran/)Raisin Bran all over L.A. They’re getting big bang for their buck, snagging headlines to build buzz and maximizing the presence of a major-magnitude star. Ian Kibbey and Corey Creasey (aka [Terry Timely](https://parkpictures.com/director/terri-timely)) directed through Park Pictures. VaynerMedia helped develop the commercial. It will air on NBC during SB60 in select markets and stream across Peacock, the NBC Sports app and NFL+. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Super Bowl **Tags:** Kellogg's, VaynerMedia **Sections:** Entertainment, Trending --- ### ['Tracking Bad Bunny' Wins 4 Grands at Clio Music Awards](https://musebyclios.com/awards/tracking-bad-bunny-wins-4-grands-at-clio-music-awards/) **Published:** January 30, 2026 **Author:** Amy Corr **Content:** DDB Latina Puerto Rico’s “Tracking Bad Bunny” scored four Grands at last night’s Clio Music ceremony. Actor/comedian Finesse Mitchell hosted the event at the Saban Theater in Los Angeles. **Fourteen Grand Clios were awarded all told:** - Design Craft: “OK Go – Love (Official Video)” by OK Go - Digital/Mobile, AI & Emerging Technologies: “Tracking Bad Bunny” by DDB Latina Puerto Rico for Bad Bunny - Experience/Activation: “Tracking Bad Bunny” by DDB Latina Puerto Rico for Bad Bunny - Fan Engagement: “Tracking Bad Bunny” by DDB Latina Puerto Rico for Bad Bunny - Integrated Campaign: “Mustard x Mustard” by The Kitchen North America x Cashmere for Kraft Heinz - Live Music: “Bad Bunny’s No Me Quiero Ir de Aquí” by Sturdy. for Bad Bunny - Music Film & Video -“OK Go – Love (Official Video)” by 1st Ave Machine for OK Go - Music Film & Video Craft -“So Be It” by Softspot for Clipse - Music In Sports: “Victory (NBA on Prime Theme)” by Prime Video - Music Marketing Innovation: “Tracking Bad Bunny” by DDB Latina Puerto Rico for Bad Bunny - Partnerships, Sponsorships, & Collaborations: Branded Content & Collaborations – “Mustard x Mustard” by The Kitchen North America X Cashmere for Kraft Heinz - Use of Music Craft: “Reproductive Refrain” by duotone audio group for Forward Midwifery - Use of Music Innovation: “Crafting the One” by The Elements Music for General Motors - Use of Music in Trailers/Teasers: “One Battle After Another: ‘Rise & Shine’” by Tempest, Original Music & Sound for Warner Bros. Pictures At the show, [Ryan Tedder](https://en.wikipedia.org/wiki/Ryan_Tedder) was presented with an Honorary Clio Music Award in recognition of his contributions to the industry. Michele Anthony, EVP of Universal Music Group, garnered the Clio Music Impact Award. **“Of the Year” Winners are:** - Agency of the Year: DDB Latina Puerto Rico - Artist of the Year: Bad Bunny - Brand of the Year: Heinz - Label of the Year: Rimas Entertainment - Publisher of the Year: Universal Music Publishing Group - Songwriter of the Year: Bad Bunny All of the winning work can be viewed [here.](https://clios.com/winners-gallery/explore?vertical=Clio+Music&season=2026) And you can check out the Grands below: [![](https://cdn.musebycl.io/2024-03/CLIO_Statue_Vector_Muse_gallery.png)Music in Sports ‌Branded Content & Collaborations ![](https://clio-nemo-prod-media.s3.amazonaws.com/companies/1205/media/b5c908d9-faeb-42dc-29d8-08de0281ae21.jpg) Prime Video Victory (NBA on Prime Theme) Entrant Company Prime Video Location Culver City Category Use of Music, Sound, or Sonic Branding](https://clios.com/winners-gallery/details/207815)[![](https://cdn.musebycl.io/2024-03/CLIO_Statue_Vector_Muse_gallery.png)Partnerships, Sponsorships & Collaborations ‌Branded Content & Collaborations ![](https://clio-nemo-prod-media.s3.amazonaws.com/companies/143477/media/c7bf7278-146c-4bae-a0f5-08ddca1e8d72.png) Kraft Heinz Mustard x Mustard Entrant Company Cashmere x The Kitchen Location Chicago](https://clios.com/winners-gallery/details/199441)[![](https://cdn.musebycl.io/2024-03/CLIO_Statue_Vector_Muse_gallery.png)Design Craft ‌Music Marketing ![](https://clio-nemo-prod-media.s3.amazonaws.com/companies/143102/media/b06f7d56-9c5e-4cf6-04c8-08dd8372b990.jpg) OK Go Love (Official Video) Entrant Company OK Go Location Los Angeles, CA Category Art Direction](https://clios.com/winners-gallery/details/198044)[![](https://cdn.musebycl.io/2024-03/CLIO_Statue_Vector_Muse_gallery.png)Digital/Mobile, AI & Emerging Technologies ‌Music Marketing ![](https://clio-nemo-prod-media.s3.amazonaws.com/companies/140561/media/a6f90229-2811-43ea-f681-08ddf2313910.jpg) Bad Bunny Tracking Bad Bunny Entrant Company DDB Latina Puerto Rico Location Guaynabo Category ‌Other](https://clios.com/winners-gallery/details/206680)[![](https://cdn.musebycl.io/2024-03/CLIO_Statue_Vector_Muse_gallery.png)Experience/Activation ‌Music Marketing ![](https://clio-nemo-prod-media.s3.amazonaws.com/companies/140561/media/a6f90229-2811-43ea-f681-08ddf2313910.jpg) Bad Bunny Tracking Bad Bunny Entrant Company DDB Latina Puerto Rico Location Guaynabo Category Digital/Mobile](https://clios.com/winners-gallery/details/206831)[![](https://cdn.musebycl.io/2024-03/CLIO_Statue_Vector_Muse_gallery.png)Fan Engagement ‌Music Marketing ![](https://clio-nemo-prod-media.s3.amazonaws.com/companies/140561/media/a6f90229-2811-43ea-f681-08ddf2313910.jpg) Bad Bunny Tracking Bad Bunny Entrant Company DDB Latina Puerto Rico Location Guaynabo Category Partnerships](https://clios.com/winners-gallery/details/206722)[![](https://cdn.musebycl.io/2024-03/CLIO_Statue_Vector_Muse_gallery.png)Integrated Campaign ‌Music Marketing ![](https://clio-nemo-prod-media.s3.amazonaws.com/companies/143477/media/c7bf7278-146c-4bae-a0f5-08ddca1e8d72.png) Kraft Heinz Mustard x Mustard Entrant Company Cashmere Agency x The Kitchen North America Location Chicago Category Brand and Artist Collaboration Integrated Campaign](https://clios.com/winners-gallery/details/199424)[![](https://cdn.musebycl.io/2024-03/CLIO_Statue_Vector_Muse_gallery.png)Live Music ‌Music Marketing ![](https://clio-nemo-prod-media.s3.amazonaws.com/companies/143738/media/d41dbc56-bbb4-479c-f66a-08ddf2313910.jpg) Bad Bunny Bad Bunny’s No Me Quiero Ir de Aquí Entrant Company STURDY. Location LOS ANGELES Category Concerts](https://clios.com/winners-gallery/details/206604)[![](https://cdn.musebycl.io/2024-03/CLIO_Statue_Vector_Muse_gallery.png)Music Film & Video ‌Music Marketing ![](https://clio-nemo-prod-media.s3.amazonaws.com/companies/4269/media/5b532faa-1ab6-44a2-0684-08dd8372b990.png) OK Go Love (Official Video) Entrant Company OK Go & 1stAveMachine Location Los Angeles & Brooklyn Category Music Videos](https://clios.com/winners-gallery/details/193197)[![](https://cdn.musebycl.io/2024-03/CLIO_Statue_Vector_Muse_gallery.png)Music Film & Video Craft ‌Music Marketing ![](https://clio-nemo-prod-media.s3.amazonaws.com/companies/4668/media/74df97b7-e5d9-4aa7-94c8-08ddcf598d69.jpg) Clipse So Be It Entrant Company SOFTSPOT* Location Los Angeles Category Cinematography](https://clios.com/winners-gallery/details/199369)[![](https://cdn.musebycl.io/2024-03/CLIO_Statue_Vector_Muse_gallery.png)Music Marketing Innovation ‌Music Marketing ![](https://clio-nemo-prod-media.s3.amazonaws.com/companies/140561/media/a6f90229-2811-43ea-f681-08ddf2313910.jpg) Bad Bunny Tracking Bad Bunny Entrant Company DDB Latina Puerto Rico Location Guaynabo](https://clios.com/winners-gallery/details/206725)[![](https://cdn.musebycl.io/2024-03/CLIO_Statue_Vector_Muse_gallery.png)Use of Music Craft ‌Use of Music ![](https://clio-nemo-prod-media.s3.amazonaws.com/companies/140657/media/b56209d8-984d-4819-ff6e-08dd42f94208.png) Forward Midwifery Reproductive Refrain Entrant Company duotone audio group Location New York Category Music Supervision Genre Licensed](https://clios.com/winners-gallery/details/206048)[![](https://cdn.musebycl.io/2024-03/CLIO_Statue_Vector_Muse_gallery.png)Use of Music Innovation ‌Use of Music ![](https://clio-nemo-prod-media.s3.amazonaws.com/companies/1185/media/250a1f2c-a5b0-4bbb-fa79-08ddebb950a1.jpg) General Motors Crafting the One Entrant Company The Elements Music Location Los Angeles Genre Adapted](https://clios.com/winners-gallery/details/205182)[![](https://cdn.musebycl.io/2024-03/CLIO_Statue_Vector_Muse_gallery.png)Use of Music in Trailers/Teasers ‌Use of Music ![](https://clio-nemo-prod-media.s3.amazonaws.com/companies/143703/media/b2780561-5362-4961-a0f2-08ddca1e8d72.jpg) Warner Bros. Pictures ONE BATTLE AFTER ANOTHER: “RISE & SHINE” Entrant Company TEMPEST Original Music & Sound Location New York / Los Angeles Category Theatrical Trailer/Teaser Genre Original](https://clios.com/winners-gallery/details/199350) ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Awards, Clio Awards, Clio Music **Tags:** Clio Awards **Sections:** Entertainment, The Clios --- ### [Sara Gotfredson of Trailblazing Sports Group on Supporting Women Athletes](https://musebyclios.com/2-minutes-with/sara-gotfredson-of-trailblazing-sports-group-on-supporting-women-athletes/) **Published:** January 31, 2026 **Author:** Shahnaz Mahmud **Content:** [Sara ](https://www.linkedin.com/in/sara-gotfredson-3929392/)is CEO of Trailblazing Sports Group, a consultancy that negotiates brand partnerships for female athletes and women’s sports properties. She has curated deals with brands like CashApp, Google, L’Oréal, Morgan Stanley, QuickBooks, State Farm and Visa. We spent two minutes with Sara to learn more about her background, her creative inspirations and recent work she’s admired. # Sara, tell us … ### Where did you grow up, and where do you live now? I grew up in San Diego, went to San Francisco for college and lived there for 20 years. Now, I reside in L.A. with my family. ### What is your earliest sports memory? Going to the [1984 World Series](https://en.wikipedia.org/wiki/1984_World_Series). ### Aside from the one you work for, who are some of your favorite sports team(s)? We are lucky to work with a number of women’s sports entities, but I have long been a fan of the [USWNT](https://en.wikipedia.org/wiki/United_States_women's_national_soccer_team), since the ‘[99 World Cup](https://en.wikipedia.org/wiki/1999_FIFA_Women's_World_Cup). ### Favorite athlete(s). [Coco Gauff ](https://en.wikipedia.org/wiki/Coco_Gauff)and [Naomi Osaka](https://en.wikipedia.org/wiki/Naomi_Osaka) ### What is your favorite sports movie and/or show? [Jerry Maguire](https://en.wikipedia.org/wiki/Jerry_Maguire): “You had me at hello.” ### What is your favorite sports podcast or news show? The[ Re-Cap Show and Full Time with Meg Linehan](https://podcasts.apple.com/us/podcast/full-time-a-show-about-womens-soccer/id1518818543) ### Your favorite sports video game, if you have one. [EA FC ](https://en.wikipedia.org/wiki/EA_Sports_FC) ### What is a recent project you’re proud of? Our collaboration with [Intuit QuickBooks](https://quickbooks.intuit.com/oa/get-quickbooks/?cid=ppc_G_e_US_.QBO_US_GGL_Brand_Core_Search_Desktop_WP_AdAI._intuit%20quickbooks_txt&agid=179938592575&infinity=ict2~net~gaw~ar~752453196197~kw~intuit%20quickbooks~mt~e~cmp~QBO_US_GGL_Brand_Core_Search_Desktop_WP_AdAI~ag~Core&gclsrc=aw.ds&gad_source=1&gad_campaignid=22561361483&gbraid=0AAAAAD1w8J_vYDQISzl3ZY7R4O0uOb7gW&gclid=Cj0KCQiAyvHLBhDlARIsAHxl6xqxGXIBC1uQz2qNCn_EQj-q6FRtq1jRYq5mRQDgSKd3tnOevFXnW1UaArbIEALw_wcB) in which we created the [“Power Moves”](https://www.trailblazingsports.com/powermoves) series featuring women who are driving the business of sports. ### Someone else’s work that you admired recently. The [Eli Lilly “Hands”](https://www.youtube.com/watch?v=AUoFbXyagRc) creative by the brilliant minds at [W+K](https://www.wk.com/) about breast cancer awareness and how early detection can save lives. Play ### What sports can do that nothing else can. Sports brings people together, wiping out the divisions that exist in race, politics, economic class and age. ### What you’d be doing if you weren’t in the sports space. Sailing around the world with my family. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:amy.corr@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Sports **Tags:** Trailblazing Sports Group **Sections:** Community Voices, Entertainment --- ### [What Does It Take to Launch an Entertainment Marketing Agency Today?](https://musebyclios.com/musings/what-does-it-take-to-launch-an-entertainment-marketing-agency-today/) **Published:** February 1, 2026 **Author:** David Gianatasio **Content:** In an industry defined by constant change, launching a new entertainment marketing agency isn’t about timing the market, it’s about building something flexible enough to move with it. On January 1, 2025, [RAVE Collective](https://www.ravecollective.com/) was officially born. Formerly known as The Refinery AV, the company reemerged with a new name, a new structure and a renewed sense of purpose. The word “Collective” was intentional. RAVE was designed to be malleable: to reshape itself in real time as the entertainment landscape continues to accelerate faster than any one company can predict. RAVE was built to empower multifaceted storytellers. Editors, producers, creatives and strategists were encouraged to explore every avenue where storytelling could make an impact—whether for film, television, sports, brands or beyond. It wasn’t about fitting into a single lane. It was about creating the freedom to move between them. Before RAVE opened its doors, the company secured Ben Andron, former head of Bond AV and former head of Aspect Ratio. His experience and perspective helped shape our approach to leadership, culture and creative excellence from the ground up. Then reality hit hard. Just as RAVE prepared to announce its launch, [fires swept across Southern California](https://musebyclios.com/tag/l-a-wildfires/), altering the course of not just the company’s year, but the state’s. Every story shifted to the fires and rightfully so. Rather than pushing a launch announcement, the team refocused its efforts on raising funds and gathering goods for those affected. From day one, our mantra had been *“Good people doing great work together.”* That moment put those words to the test. Because doing great work doesn’t always mean opening a movie or launching a series. Sometimes it means showing up for your community when it matters most. In those early days, RAVE’s true identity emerged. The company would lead with kindness. Creativity is the foundation, but values would come first. Once the dust settled, the team doubled down on growth and evolution. We studied the landscape and identified gaps, places where bold thinking and high-level execution were needed most. The first was sports marketing. We committed early, making a significant investment by partnering with industry leaders Jason Mammen (formerly of Showtime) and Tom Gundred (from Lionsgate). Together, they set out to elevate sports marketing, live events, documentaries and reality-TV with the same creative rigor RAVE applies to entertainment. It was a leap taken without safety nets. No reserves. No guarantees. Just belief, resourcefulness and the willingness to stay nimble. Next came the expansion of a creative content division, sparked by opportunity. As Herzong and Company shuttered its marketing production arm, RAVE recognized a perfect alignment. Kimberly Panunzio and her team were quickly integrated. Their production expertise became a natural counterpart to RAVE’s editorial strength. Brands and retail formed a third pillar. Bringing on Alexander Knox from WME allowed us to expand its brand storytelling capabilities and deepen its reach into creative advertising. What emerged was a team of seasoned leaders, creatives and collaborators united by optimism at a time when many feared shrinking opportunities due to studio mergers and shifting workloads. RAVE chose a different path: passion over panic, perseverance over fear. We believed that brilliant work paired with a collaborative spirit would earn market share. One year in, RAVE stands as proof that growth doesn’t come from resisting change, but from embracing it. From leading with empathy. From building a company where creativity and humanity coexist. Recently, we’re proud of [our work](https://www.ravecollective.com/our-work/) for Frankenstein, Avatar, Five Nights at Freddie’s, Fantastic Four, the Pitbull vs. Roach Fight and the social campaign for I Feel Pretty. And this is only the beginning. *Onward and upward.* ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings **Tags:** RAVE Collective **Sections:** Community Voices, Entertainment --- ### [Pepsi Mauls Coke to Top Our 5 Ads of the Week](https://musebyclios.com/advertising/pepsi-mauls-coke-to-top-our-5-ads-of-the-week/) **Published:** January 30, 2026 **Author:** David Gianatasio **Content:** [**Bestie: In Big Game Taste Test, a Polar Bear Picks Pepsi Over Coke** ](https://musebyclios.com/super-bowl/in-big-game-taste-test-a-polar-bear-picks-pepsi-over-coke/ "https://musebyclios.com/super-bowl/in-big-game-taste-test-a-polar-bear-picks-pepsi-over-coke/")The confused beast visits a shrink to make sense of such brand-boosting irony. Even the inclusion of Queen’s overused “I’ve Got to Break Free” feels on point. From BBDO, PepsiCo Content Studio and director Taika Waititi. **And in no particular order…** **[Freaky Giant Seal Is All About Personal Finance](https://musebyclios.com/eurovisions/this-freaky-giant-seal-is-all-about-personal-finance/)**M+C Saatchi delivers the weirdness for FCA in the U.K. Do not mock the seal! He’s cute but invasive and not above slapping some sense into folks about the savings and investments. Play [**NFL Tight Ends Get Very Relaxed in Novartis’ SB60 Bid** ](https://musebyclios.com/super-bowl/nfl-tight-ends-get-very-relaxed-in-novartis-sb60-bid/)Butt shots abound in this not-so-subtle Big Game spot aimed at getting guys to schedule prostate cancer screenings. Gronk’s glutes have still got it! Fallon led creative development. [**Andy Samberg Is ‘Meal Diamond’ for Hellmann’s in SB60** ](https://musebyclios.com/super-bowl/andy-samberg-is-meal-diamond-for-hellmanns-in-sb60/)He looks and sounds an awful lot like a certain legendary singer, belting out “Sweet Sandwich Time” in a Super Bowl entry from VML. **[A Volcano Erupts With Fiery Absolut Tabasco](https://musebyclios.com/advertising/a-volcano-erupts-with-fiery-absolut-tabasco/)**Here’s a hawt one. W+K London and director Leigh Powis offer a volcano spewing Absolut Bloody Marys. Shot in Iceland near real volcanic formations. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Absolut, FCA, Hellman's, novartis, Pepsi **Sections:** Entertainment, Trending --- ### [Apple's Chinese New Year Film Shows the Bond Between Humans and Their Animals](https://musebyclios.com/advertising/apples-chinese-new-year-film-is-stop-motion-love-between-humans-and-their-animals/) **Published:** January 30, 2026 **Author:** Amy Corr **Content:** Apple’s Chinese New Year film, “Glad I Met You,” shows the love between pets and humans through a mix of live action and stop-motion animation. All shot on iPhone 17 Pro, natch. The 10-minute film from TBWA\\Media Arts Lab, Shanghai, and director Bai Xue follows a young woman named Lin Wei and a lost dog she encounters called Little White. She tries to help the pooch find his home. After some comical incidents, they realize their home is with each other. Play “The most important shot in this film comes when the dog, Little White, runs toward Lin Wei,” says Bai Xue. “Using slow motion magnifies the emotional impact by extending the moment.” The work will run on broadcast, digital and social platforms. The campaign encourages pet lovers to capture pics of their furry loved ones during the New Year celebration. ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Advertising **Tags:** Apple **Sections:** Entertainment, Trending --- ### [A Volcano Erupts With Fiery Absolut Tabasco](https://musebyclios.com/advertising/a-volcano-erupts-with-fiery-absolut-tabasco/) **Published:** January 29, 2026 **Author:** Amy Corr **Content:** Absolut Vodka’s newest flavor is erupting with spice, thanks to Tabasco sauce. So, a global campaign from Wieden+Kennedy London features an erupting volcano that spews spicy Bloody Marys instead of molten lava. A :45 directed by Leigh Powis was filmed near Reykjavík, Iceland. Set to Lou Reed’s “Walk on the Wild Side,” the crew filmed at real volcanic formations and added large scale model replicas for the impressive film below. “When we won the Absolut pitch, we never dreamt our first piece of work would take us to the volcanoes of Iceland, partnering the world’s most famous hot sauce; but when you’re working for a brand with a creative legacy as rich as Absolut’s, big things feel possible,” say Freddy Taylor and Philippa Beaumont, GCDs at W+K. “In 2026, keeping someone’s attention for more than six seconds is a challenge. That’s why we’re returning the brand to simple, witty, ‘smile-in-mind’ work. We want to create the kind of images people save, pin, and hopefully one day soon, hang on their walls again.” ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Advertising **Tags:** Absolut, Tabasco, Wieden+Kennedy London **Sections:** Trending --- ### [Malone, Gillis and Manning Chase a Runaway Bud Light Keg](https://musebyclios.com/super-bowl/malone-gillis-and-manning-chase-a-runaway-bud-light-keg/) **Published:** January 30, 2026 **Author:** Amy Corr **Content:** What would you do for a pint of Bud Light? If you’re Post Malone, Shane Gillis and Peyton Manning, you might roll down a steep hill after a runaway keg. That’s the gist of the brand’s Super Bowl ad created by Anomaly N.Y. The trio are guests at a wedding when a runaway Bud Light keg sets every guest, even the bride and groom, tumbling down a hill to retrieve it. Set to Whitney Houston’s “I Will Always Love You,” the spot ends with Gillis casually walking down the slope, remarking “This is not necessary. There’s a trail.” He also predicts that the marriage will last about a week. The Anheuser-Busch brand[ teased the commercial ](https://musebyclios.com/super-bowl/sb60-road-trip-post-malone-and-his-buds-roll-big-for-ab-inbevs-bud-light/)for more than a week. It follows last year’s outing with the same trio going wild at an exceptionally silly[ suburban block party](https://musebyclios.com/super-bowl/post-malone-shane-gillis-peyton-manning-make-big-game-bid-for-bud-light/). ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Super Bowl **Tags:** Anomaly New York, Bud Light, Peyton Manning, Post Malone, Shane Gillis **Sections:** Entertainment, Trending --- ### [Don't Cry, Emma Stone. You're in a Squarespace Super Bowl Ad!](https://musebyclios.com/super-bowl/dont-cry-emma-stone-youre-in-a-squarespace-super-bowl-ad/) **Published:** January 27, 2026 **Author:** David Gianatasio **Content:** Emma Stone seems upset in the teaser for Squarespace’s Super Bowl commercial. She fights to hold back tears in this noir-ish clip: Why so unhappy? Maybe she heard Chazmo’s back for Totino’s in a [10-minute musical](https://www.youtube.com/watch?v=mMHpfUf8mnM). Or perhaps those are tears of joy, because the [freaky mascot](https://musebyclios.com/super-bowl/inside-totinos-spacey-debut-on-the-big-game/) won’t appear in the Big Game this year. Developed in-house, Squarespace’s spot, dubbed”Unavailable,” was directed by A-lister Yorgos Lanthimos. He also lensed [Grubub’s SB entry](https://musebyclios.com/super-bowl/grubhub-teases-wild-style-for-big-game-debut/). Lanthimos and Stone have collaborated before, most notably on Poor Things (for which she won an Oscar) and the more recent Bugonia (which could net her a [second statuette](https://x.com/FilmUpdates/status/2014383895744283025?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Etweet)). ![](https://cdn.musebyclios.com/wp-content/uploads/2026/01/27102528/STONE-a.jpg) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Super Bowl **Tags:** Squarespace **Sections:** Entertainment, Trending --- ### [Amazon Studios' Theme for NBA on Prime Scores at Clio Music](https://musebyclios.com/awards/amazon-studios-theme-for-nba-on-prime-scores-at-clio-music/) **Published:** January 30, 2026 **Author:** Christine Champagne **Content:** In need of a signature sound for NBA on Prime, Amazon Studios brought in the powerhouse trio of Common, Karriem Riggins and James Poyser to create a track that would be both timeless and modern. The result, an engaging theme titled “Victory (NBA on Prime Theme),” has been awarded a Clio Music Grand. This is a new category celebrated at the 2026 Clio Music Awards ceremony last night. Here, Sean Simmons, music executive for sports & series at Amazon Studios, discusses the creation of this anthem: **MUSE: “Victory” feels classic and modern—the best of both worlds.** Sean Simmons: That’s exactly what we aimed for. Common, Karriem and James delivered a classic soulful piece of music. They crafted something that feels familiar and nostalgic to NBA fans while pushing the boundaries of what modern theme music can be. That’s what makes “Victory” so special to us. Play James Poyser, Common and Karriem Riggins**Tell me more about why you tapped Common, Karriem and James. What did they bring to the project?** They brought not only decades of top-quality music production experience but also a deep understanding of what NBA basketball feels like. And they expressed that beautifully through the music. We started the project by receiving submissions from a wide range of super talented musicians—from award-winning film and TV composers to acclaimed hip hop producers. After reviewing submissions and a short development period, we felt “Victory” and the guys were the best fit. Beyond that, Common, Karriem, and James are truly great people. I speak for everyone at Prime Video Sports when I say it was an honor to work with them and watch three masters of their craft create something that will live with NBA fans for a long time. **What was it like the first time you heard “Victory” played before a game?** Long before the first NBA on Prime game, when we first heard “Victory” back in March, everyone in the room cracked gigantic smiles as the opening horns blared from the speakers. We spent a few months collaborating with the guys to develop the theme and work on versions of it before final recording with the orchestra in Nashville at Ocean Way Studios. The first time we heard the orchestra play it live was emotional in the best way. Hearing something we’d all worked on for so long be played by a full orchestra just moves you. By the time we heard it played to start our first NBA on Prime game it was full-on celebration. Texts were flying around, social reposts, etc. What a way to launch a new era! ![author avatar](https://secure.gravatar.com/avatar/bca57dd4723116a5018776272ebed389875689a3404acf351677240c4d746cec?s=300&d=mm&r=g) Christine Champagne [See Full Bio](https://musebyclios.com/author/christine-champagne/) [ ](https://musebyclios.com/author/christine-champagne/) **Categories:** Awards, Clio Awards **Tags:** Amazon, Amazon Prime **Sections:** Entertainment, The Clios --- ### [Häagen-Dazs Takes Its 'Sweet Time' With a Cute Tortoise](https://musebyclios.com/advertising/haagen-dazs-takes-its-sweet-time-with-a-cute-tortoise/) **Published:** January 29, 2026 **Author:** David Gianatasio **Content:** Come on, commercial—do something already! This ad … is … so … slow. Guess we should relax and savor the day with a Häagen-Dazs bar. Thanks for the tip, CG tortoise! Nice&frank’s :30 below feels like a :60 or a :90. We watch a young woman and her reptile pal mosey across the street. That’s basically it. The ice-cream brand says: “Take Your Sweet Time.” “Showing ‘slow’ in a commercial without it feeling boring—that’s tricky. That’s why we leaned into symbolism,” agency CCO and co-founder Laura Petruccelli tells Muse. “The tortoise is basically the ultimate mascot for the slow-and-savor lifestyle we’re celebrating.” “Since our ad is airing during the Grammys, we wanted the music to have star power too.” Lola Young’s track “One Thing”—a Grammy nominee—provides a pop counterpoint to the lugubrious actions on screen. “The lyrics hit right as she takes a blissful bite of her Häagen-Dazs,” says Petruccelli. “The song is both soulful and full of energy—perfectly capturing that little moment where you just pause and enjoy life.” Too bad ol’ shelly never gets a taste. [Georgia Hudson](https://parkpictures.com/director/georgia-hudson) directed the affable spot through Park Pictures. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/01/29081301/hagen-4.jpeg) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Grammys, nice&frank **Sections:** Trending --- ### [NFL Tight Ends Get Extremely Relaxed in Novartis' SB60 Bid](https://musebyclios.com/super-bowl/nfl-tight-ends-get-very-relaxed-in-novartis-sb60-bid/) **Published:** January 29, 2026 **Author:** David Gianatasio **Content:** And the prize for the least subtle messaging of Super Bowl 60 goes to … Novartis, which illustrates the mantra “Relax Your Tight End” in a spot starring Rob Gronkowski, George Kittle and other standout TEs. The NFLers unwind in hammocks, pools and various bucolic settings as former head coach Bruce Arians, a prostate cancer survivor, narrates. “Have you ever, in your life, seen tight ends this relaxed?” he begins. “They’re carefree, calm, serene. You know what these tight ends are so relaxed about? Prostate cancer screenings. They’ve learned there’s a simple, finger-free blood test.” We get some silly butt shots too. Naturally, they show up … at the end: We’re assured that no stunt butts were used in the making of that ad. Way to work it, Gronk. “Novartis has a long history of tackling the toughest challenges in healthcare, including prostate cancer, the second leading cause of cancer death for men,” says Novartis U.S. president Victor Bultó. “Early detection can make a meaningful difference in outcomes, but the fear of a potentially uncomfortable exam causes many of us to avoid making an appointment. By teaming up with the NFL and these celebrated players, we’re empowering men nationwide to take the first step: a simple blood test.” Bottom line: It’s a memorable, low-pressure way to convince guys to unclench a bit as they mull testing. Greg Olsen, Tony Gonzalez, Delanie Walker, Vernon Davis and Colby Parkinson also appear. Fallon led creative development. [Eric Wareheim](https://en.wikipedia.org/wiki/Eric_Wareheim) directed. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Super Bowl **Tags:** Fallon, novartis **Sections:** Entertainment, Lifestyle, Trending --- ### [In Big Game Taste Test, a Polar Bear Picks Pepsi Over Coke](https://musebyclios.com/super-bowl/in-big-game-taste-test-a-polar-bear-picks-pepsi-over-coke/) **Published:** January 29, 2026 **Author:** David Gianatasio **Content:** A Coke-style CG polar bear chooses Pepsi Zero Sugar over Coca-Cola’s comparable soda in the SB60 taste-test commercial below. Naturally, the creature seeks psychiatric help as it struggles with an ensuing existential crisis. So, Coke takes a (good-natured?) mauling, with the spot from BBDO, PepsiCo Content Studio and director Taika Waititi sending up its [famous mascot ](https://en.wikipedia.org/wiki/Coca-Cola_polar_bears)and slick, tech-driven animation vibe. We’ll subtract points for the inclusion of Queen’s ludicrously overplayed “I Want to Break Free.” Could they find no other track?! Though on second thought, given the very nature of the exercise, it’s probably best to stick with the classics. What better tune for a vehicle designed to stir nostalgia and stoke mass appeal, driving straight down the middle of adland’s biggest road? Overall, it’s a splashy entry in the unending cola wars sure to garner its share of attention. Given the pedigree of the brands and the cheeky one-upmanship, this ranks as the most Super Bowl ad of Super Bowl 60 so far. “I love a good challenge. So I jumped at the chance to take part in what many consider the biggest pop culture competition outside of streaming vs. theatrical,” Waititi says in press materials. The :45 above began streaming today on Pepsi’s YouTube channel. A 30-second edit will air during NBC’s Big Game telecast on Feb. 8. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Ad of the Week, Super Bowl **Tags:** BBDO, Coca-Cola, Pepsi, Taika Waititi **Sections:** Entertainment, Trending --- ### [Courage Wins 3 Grands at Clio Sports Awards for KFC Canada](https://musebyclios.com/sports/courage-wins-3-grands-at-clio-sports-awards-for-kfc-canada/) **Published:** December 10, 2025 **Author:** Amy Corr **Content:** “Kyle F\*cking Connor,” Courage’s high-profile work for KFC Canada, scored three Grands at last night’s Clio Sports Awards, held at the Tribeca Rooftop in New York. Hosted by ESPN social and digital contributor Katie Feeney, 12 Grands were awarded in all, for 9 different entrants: - Branded Entertainment/Content: “Kyikatêjê” by Area 23, an IPG Health Company for Gavião Kyikatejê FC - Creative Effectiveness: “Kyle F\*cking Connor” by Courage for KFC Canada - Design: “The Great Indian Dunk” by Leo UAE for NBA India - Experience/Activation: “Kyle F\*cking Connor” by Courage for KFC Canada - Fan Engagement: “Kyle F\*cking Connor” by Courage for KFC Canada - Film: “Obsession” by BigTime Creative Shop for General Entertainment Authority - Film Craft: “So Win”” by Widen+Kennedy Portland for Nike - Gameday Fan Experience: “Hank Aaron Tribute at MLB All-Stars” by MLB - Out of Home: “Marathon Hijack CDMX” by Wieden+Kennedy México for Nike - Partnerships & Sponsorships: “Football Is for Food” by Special US for Uber Eats - Public Relations: “Kyikatêjê” by Area 23, an IPG Health Company for Gavião Kyikatejê FC - Social Good: “It’s Part of the Game” by MullenLowe for Persil (Dirt Is Good) This year’s Clio Sports Of The Year Winners are: - Agency Of The Year: Courage - Brand Of The Year: KFC Canada - League Of The Year: NBA - Media Brand Of The Year: Netflix - Team Of The Year: Gavião Kyikatejê FC Additionally, the Clio Sports Honorary Award went to professional BMX athlete Nigel Sylvester. And the Clio Sports Impact Award was given to footballer, philanthropist and advocate, Deyna Castellanos. The full list of previously announced Clio Sports Gold, Silver, Bronze and shortlist recipients is available at[ www.Clios.com/sports](http://www.clios.com/sports). You can check out all the Grand winners below: [![](https://cdn.musebycl.io/2024-03/CLIO_Statue_Vector_Muse_gallery.png)Branded Entertainment/Content Diversity in Storytelling ![](https://resized-media.entries.clios.com/companies/58/media/f6e1a85a-c278-4ded-ffd0-08ddda84979b-large.jpg.webp) Gavião Kyikatejê FC Kyikatêjê Entrant Company Area 23, an IPG Health Company Location New York Entry Type Teams, Leagues, Governing Bodies, & Associations](https://clios.com/winners-gallery/details/198104)[![](https://cdn.musebycl.io/2024-03/CLIO_Statue_Vector_Muse_gallery.png)Creative Effectiveness ​ ![](https://resized-media.entries.clios.com/companies/1018/media/95e7de73-9e8f-4d3d-7359-08ddf23026d6-large.jpg.webp) KFC Canada Kyle F*cking Connor Entrant Company Courage Location Toronto Entry Type Product/Service](https://clios.com/winners-gallery/details/205515)[![](https://cdn.musebycl.io/2024-03/CLIO_Statue_Vector_Muse_gallery.png)Design Published/Printed Media ![](https://resized-media.entries.clios.com/companies/143098/media/e0ef840f-a82c-4d16-0384-08dd8372b990-large.jpg.webp) NBA INDIA THE GREAT INDIAN DUNK Entrant Company LEO DUBAI Location DUBAI Entry Type Teams, Leagues, Governing Bodies, & Associations](https://clios.com/winners-gallery/details/193086)[![](https://cdn.musebycl.io/2024-03/CLIO_Statue_Vector_Muse_gallery.png)Experience/Activation Partnerships & Sponsorships ![](https://resized-media.entries.clios.com/companies/1018/media/95e7de73-9e8f-4d3d-7359-08ddf23026d6-large.jpg.webp) KFC Canada Kyle F*cking Connor Entrant Company Courage Location Toronto Entry Type Product/Service](https://clios.com/winners-gallery/details/205518)[![](https://cdn.musebycl.io/2024-03/CLIO_Statue_Vector_Muse_gallery.png)Fan Engagement Partnerships & Sponsorships ![](https://resized-media.entries.clios.com/companies/1018/media/95e7de73-9e8f-4d3d-7359-08ddf23026d6-large.jpg.webp) KFC Canada Kyle F*cking Connor Entrant Company Courage Location Toronto Entry Type Product/Service](https://clios.com/winners-gallery/details/205520)[![](https://cdn.musebycl.io/2024-03/CLIO_Statue_Vector_Muse_gallery.png)Film 61 Seconds to 5 Minutes ![](https://resized-media.entries.clios.com/companies/3385/media/2b9ce479-2e3b-46a0-ff74-08dd49f37d81-large.jpg.webp) General Entertainment Authority Obsession Entrant Company BigTime Creative Shop Location Riyadh Entry Type Product/Service](https://clios.com/winners-gallery/details/193155)[![](https://cdn.musebycl.io/2024-03/CLIO_Statue_Vector_Muse_gallery.png)Film Craft Copywriting ![](https://resized-media.entries.clios.com/companies/1906/media/b5e9dfb0-a8e1-4ec9-aeef-08ddebb9509b-large.jpg.webp) Nike SO WIN Entrant Company Wieden+Kennedy Portland Location Portland Entry Type Product/Service](https://clios.com/winners-gallery/details/198738)[![](https://cdn.musebycl.io/2024-03/CLIO_Statue_Vector_Muse_gallery.png)Gameday Fan Experience In-Game ![](https://resized-media.entries.clios.com/companies/6128/media/1fc3d4f8-9bba-4258-721b-08ddf23026d6-large.jpg.webp) Major League Baseball Hank Aaron Tribute at MLB All-Star Entrant Company Major League Baseball Location New York Entry Type Teams, Leagues, Governing Bodies, & Associations](https://clios.com/winners-gallery/details/205403)[![](https://cdn.musebycl.io/2024-03/CLIO_Statue_Vector_Muse_gallery.png)Out of Home Takeover ![](https://resized-media.entries.clios.com/companies/141437/media/f8f47a25-aa6d-42f7-805e-08dd4de1ae0c-large.jpg.webp) Nike Marathon Hijack CDMX Entrant Company Wieden+Kennedy México Location Ciudad de Mexico Entry Type Product/Service](https://clios.com/winners-gallery/details/195837)[![](https://cdn.musebycl.io/2024-03/CLIO_Statue_Vector_Muse_gallery.png)Partnerships & Sponsorships Brand x Team/League ![](https://resized-media.entries.clios.com/companies/3129/media/9c38fabc-1106-4fa8-ff7e-08dd42f94208-large.jpg.webp) Uber Eats Football is for Food Entrant Company Special US Location Los Angeles Entry Type Product/Service](https://clios.com/winners-gallery/details/203831)[![](https://cdn.musebycl.io/2024-03/CLIO_Statue_Vector_Muse_gallery.png)Public Relations Cause-Related ![](https://resized-media.entries.clios.com/companies/58/media/f6e1a85a-c278-4ded-ffd0-08ddda84979b-large.jpg.webp) Gavião Kyikatejê FC Kyikatejê Entrant Company Area 23, an IPG Health Company Location New York Entry Type Teams, Leagues, Governing Bodies, & Associations](https://clios.com/winners-gallery/details/198170)[![](https://cdn.musebycl.io/2024-03/CLIO_Statue_Vector_Muse_gallery.png)Social Good ​ ![](https://resized-media.entries.clios.com/companies/143559/media/bfc6b8b4-2f4e-4b4c-a35a-08ddbc6e7e05-large.jpg.webp) Persil (Dirt Is Good) It’s Part Of The Game Entrant Company Mullenlowe Location London Entry Type Product/Service](https://clios.com/winners-gallery/details/198567) ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Awards, Clio Awards, Sports **Tags:** Courage, KFC **Sections:** Entertainment, The Clios --- ### [2 Grand Clios for Area 23 and Brazil's 1st Indigenous Soccer Club](https://musebyclios.com/awards/2-clio-sports-grand-awards-for-area-23-and-brazils-indigenous-soccer-club/) **Published:** December 10, 2025 **Author:** Shahnaz Mahmud **Content:** They say timing is everything. For [Gavião Kyikatejê F.C.](https://pt.wikipedia.org/wiki/Gavi%C3%A3o_Kyikatej%C3%AA_Futebol_Clube)—Brazil’s first indigenous football club—those words resonate more than ever in 2025. One slur—”Football isn’t for Indians”—was all it took to creatively instigate change. What ensued was more than an uprising. It’s transformational change, not just for Brazil’s indigenous peoples, but for the greater sporting landscape. For its part, [Area 23](https://area23hc.com/) seized two Grands at the [Clio Sports Awards](https://musebyclios.com/sports/courage-wins-3-grands-at-clio-sports-awards-for-kfc-canada/) last night in New York with work that shines a spotlight on prejudice in sports and society. The campaign is heralded as Brazil’s most successful team sponsorship effort. It reached 5 million views in a 24-hour timeframe, while earning wall space at Latin America’s premier [Museu do Futebol](https://museudofutebol.org.br/). ![](https://cdn.musebyclios.com/wp-content/uploads/2025/12/10081756/20250202_Gaviao_CURTA_3m-1-03-43-12-1-1024x576.jpg)Gaining first time branding support, Gavião F.C. raised over R$500,000 (roughly US$92,000), providing the team with enough funds to see it through the next seven seasons. After learning of the verbal slight, Area 23 spent time delving into the complicated, hundreds-of-years-long-story behind it, and its effect on the indigenous community. “That xenophobic comment did not just offend a team, it exposed something bigger that was already boiling in Brazil: the tension around Indigenous visibility, identity, and respect,” says Victor Toyofuku, the agency’s creative director. “When I found Gavião Kyikatejê during my research, I realized this was not just another story worth telling. It was the right story at the right time.” Gavião F.C. has been in existence since 2009, with both the men’s and women’s teams winning awards and titles throughout its 16-year history. As the agency began to work closely with the club, it became abundantly clear that a traditional campaign wouldn’t capture the weightiness of its story. Instead, a short documentary could provide the scope to show “both the reality and the spirit of the community without simplifying anything”—one worthy of Gavião F.C.—and the community at large. A highly stylized short shot on 16mm film emerged, inter-splicing the narrative with hand-painted animation inspired by the community’s own art and visual symbols. AREA 23 timed its release to coincide with Brazil’s Indigenous Resistance Day as a means to address the greater societal concerns in sports and in life. “It was not an aesthetic choice,” says Toyofuku. “It was a cultural one. Mixing the two created a rhythm that felt ancient and contemporary at once. A visual identity that did not follow trends or templates. Something that belonged to them.” Play Toyofuku emphasizes how far-reaching the campaign was as brands and the public were finally beginning to pay attention to Indigenous issues in a meaningful way. Editors, illustrators, influencers, sound designers, and more offered their talent without asking anything in return. And brands, he says, responded not because it was good PR but because of the authenticity driving it. The team was now perceived with holding real potential, with a story that shined a light on a human rights issue. The campaign’s goal was to mirror the culture of the community creating something “timeless, raw, spiritual and modern” all at once. Each person featured in the film are Indigenous non-actors, which is a point of pride for AREA 23. “Most campaigns about minorities are built from the outside in,” says Toyofuku. “They were not participants. They were co-authors. And when a community takes control of its own story, everything changes: the tone, the truth, the power. That is what makes this campaign different. It does not speak for them. It gives them the microphone and amplifies what was already there.” ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** Awards, Clio Awards **Tags:** Area 23, Gavião Kyikatejê F.C. **Sections:** Entertainment, The Clios --- ### [Why KFC Canada Changed Its Buckets and Logo for the NHL Playoffs](https://musebyclios.com/sports/triple-grand-why-kfc-canada-changed-its-buckets-and-logo-for-the-nhl-playoffs/) **Published:** December 10, 2025 **Author:** Amy Corr **Content:** Fans of the NHL’s Winnipeg Jets began a playoff tradition in the ’80s called “Whiteout.” They wear white to home playoff games. Today, one of the team’s beloved players is Kyle Connor, better known to the faithful as “Kyle F\*cking Connor.” These factors led KFC Canada to rebrand one of its stores. “Kyle F\*cking Connor” replaced the Colonel and all-white buckets were available for a limited time. The fun campaign scored Courage three Grand Clios at last night’s [Clio Sports Awards](https://musebyclios.com/sports/courage-wins-3-grands-at-clio-sports-awards-for-kfc-canada/). Courage was also named Agency of the Year and KFC Canada scored the Clios’ Brand of the Year trophy. The video below features KFC’s “Whiteout,” those limited edition Kyle Connor buckets, custom store, along with some sightings from the Colonel himself: Muse caught up with Dhaval Bhatt, CCO and co-founder of Courage, to learn more about both KFCs. ### Muse: How long was this in the making? Dhaval Bhatt: The “Whiteout” happened pretty organically. We knew KFC had a partnership with the Jets, but it wasn’t until the playoffs run that the “Kyle F\*cking Connor” thing took seed in culture and became something we had to act on. It was awesome to see how quickly the KFC team rallied to bring the activation all the way down to restaurant level. ### What was the campaign brief? There was no brief per se. We’re constantly on the lookout for things happening in culture where there’s a place for our brand to have a voice. Of course, we had the business objective to drive KFC sales during the playoffs. And while we had tactics and promos to deliver that, the “Kyle F\*cking Connor” work added jet fuel to it all—pun intended. ### Were there challenges in making this happen? As always, the challenge is time. But that’s also the thing that helps us avoids overthinking. One of the sayings we have at Courage is: “Spin is sin.” There’s nothing like a time-sensitive idea to stop everyone from spinning and help them make quick decisions. We created special whiteout edition buckets to give away to fans, which were a massive hit. In addition to that, we also had promos running all through the playoffs run and had a store transformed with Kyle Connor on the sign. ### What was Kyle Connor’s reaction? He obviously found it funny and his people quickly reached out. He’s a great sport. ### Is this the first time KFC has removed the color from its buckets? To our knowledge, yes. ### Anything else I should know? Look out for “Kyle F\*cking Connor 2.0.” ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Awards, Clio Awards, Sports **Tags:** Courage, KFC Canada **Sections:** Entertainment, The Clios --- ### [Mannequins Party Hearty in Crocs](https://musebyclios.com/fashion-and-beauty/mannequins-party-hearty-in-crocs/) **Published:** January 28, 2026 **Author:** David Gianatasio **Content:** If mannequins ever sprang to life, rest assured: the first thing they’d do is go clubbing in Crocs. Smuggler director [Adam Berg ](https://www.imdb.com/name/nm3515833/)and Flower Shop present this scenario with an emphasis on dance and Dark Rooms’ shimmery track “I Get Overwhelmed.” So, we get sentimental emo sensibilities filtered through Sci-Fi. And it works, with the brand stepping into a relatable ebb and flow. The film’s got a Super Bowl vibe, with splashy (albeit [well-trod](https://musebyclios.com/advertising/these-undies-from-maison-pixel-are-also-a-streaming-platform/)) ideas and intriguing imagery. Though it’s not running in the game nor is it SB adjacent. (Actually, [Svedka’s AI bots ](https://musebyclios.com/super-bowl/mrbeast-svedka-ritz-grubhub-and-more-early-super-bowl-trends/)will follow a somewhat similar storyline for SB60). “This is about unlocking a new chapter for the brand that invites those fans to experience life in Crocs shoes in new ways that feel fresh, real and deeply human,” says Crocs SVP, CMO Carly Gomez. “In these moments, everything feels heightened, fresh and full of possibility. ‘Wonderfully Unordinary’ is designed to evoke that same sense of discovery and joy.” Still, those two will need [boots](https://www.crocs.com/p/handle-it-rain-boot/210956.html) if it snows. Someone should tell them that. “It was a delight to watch the actors transform over the course of the spot—from resin casts into humans,” Al Merry, CCO and co-founder of Flower Shop, tells Muse. “Debating and the nuances of their movement along the way was a lot of fun. In a nerdy kind of way.” “Adam \[Berg\] wanted to cast dancers because of the control they have over their bodies and their lack of self-consciousness,” he recalls. “In addition to being able to isolate and move every individual bone, Antu and Louis were also just the loveliest people. They both hugged and kissed me every day. Which, as a cold-hearted Scot, I found both unusual and delightful.” The campaign breaks this week across video and OOH platforms. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/01/27155459/crocs-x.jpg) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Fashion and Beauty **Tags:** Crocs, Flower Shop **Sections:** Trending --- ### [Where Sound Becomes Culture: Scoring the Super Bowl](https://musebyclios.com/musings/where-sound-becomes-culture-scoring-the-super-bowl/) **Published:** January 29, 2026 **Author:** David Gianatasio **Content:** On the world’s biggest advertising stage, sound does more than sit in the background. It leads the charge—amplifying every emotional moment for players, fans and viewers. It echoes long after the last piece of confetti falls. Music shapes how every moment lands. And if we’re lucky, the creative we support in that pressure cooker environment becomes a part of cultural history—heard, judged and remembered by millions. Brands are playing in a hyper-competitive space, stretching far beyond a single category, vertical or year when it comes to the Super Bowl. The entire history of the broadcast becomes the landscape. Each year widens the frame and the stakes rise. And if you’ve ever wondered “what’s it like from the inside?” buckle up—we’re about to detail the ride. At last year’s Super Bowl 59, we partnered with [Dove](https://www.youtube.com/watch?v=6IxFsKqxLRA) on a campaign designed to change the way society speaks to young girls about their bodies—no small ask. And that’s why, sitting at the emotional heart of Dove’s message, was a historic moment in music. We licensed Bruce Springsteen’s “Born to Run” for the very first time—*ever*—and enlisted Grammy Award-winning H.E.R to reinterpret the track. Play Historically, Springsteen has been protective—dare we say, *most* protective—of this particular song and our team took that responsibility seriously. We knew that if the sentiment was off even slightly, it wouldn’t land. Beyond that, in terms of emotional impact, it was critical for this version of the song reflected the brand’s intent. We needed to connect the cultural legacy of the Boss to a new generation of music fans and young women. We embarked on months of high-intensity creative and strategic effort, which allowed us to deliver a poignant reinterpretation that lent fresh perspective on an important cultural conversation. Working on a project of this magnitude, for a live audience of 100 million people, can be career-defining for anyone seeking to make a creative impact. [After all, brand storytelling is why nearly half the viewers tune in](https://www.si.com/nfl/how-many-people-watch-the-super-bowl-statistics-and-ratings-history#:~:text=Nielsen%20reported%20in%202010%20that,on%20a%20Super%20Bowl%20commercial.). Even if they don’t love football, they come to feel *something* and be part of broader culture. Audiences expect Super Bowl ads to be as entertaining, cinematic and resonant as the game itself. And that expectation raises the bar for every element, especially sound. Whether viewers are watching in a packed bar, via a surround system at home or on their phones, we only have a few seconds to hook them before their gaze drifts to the chips and guac. Music must do the heavy lifting to both grab and sustain attention. The pressure hits the moment a Big Game brief lands on our desk. It never really lets up, peaking when we align rights holders with a brand’s creative vision and see the first assembly cut. That’s when you know whether the idea actually works. Everything gets very real, very fast. And once the goosebumps hit—and continue to hit after weeks of debate, licensing negotiations and research—we know that the music has transcended, becoming the heartbeat of the moment. Creative friction is part of the process. The depth of strategy, negotiation and iteration it takes to deliver iconic music goes beyond what most people imagine. The strongest ad concepts mash up instincts and perspectives from creatives, agency stakeholders, brand teams and executives. Debates inevitably arise. When we’re licensing music, the rights holders can of course say no, change their minds or perhaps need persuasion. Our role in supervising music increasingly involves uniting values, audience and creative intent while bringing fresh ideas to the table. And once the music finally locks to picture, the emotional impact becomes the deciding factor for all—spotlighting a win. Fortunately, that response is measurable and directly correlates with both short-term impact and long-term brand growth. Super Bowl ads that score well on emotional metrics outperform typical U.S. advertising by a significant margin. This further ties [the strategic use of music to increased return on marketing spend](https://resources.massivemusic.com/hubfs/White%20Papers/MassiveMusic_IPA_SoundScience_Report.pdf), meaningful reductions in consumer price sensitivity and gains in brand perception. So as you settle into the couch and the music swells, know that what you’re hearing is the result of a carefully measured strategy to drive emotion, engagement, loyalty and long-term value. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings, Super Bowl **Tags:** MassiveMusic **Sections:** Community Voices, Entertainment --- ### [Ramp, Brian Baumgartner Are All About Multiplication](https://musebyclios.com/super-bowl/ramp-brian-baumgartner-are-all-about-multiplication/) **Published:** January 28, 2026 **Author:** David Gianatasio **Content:** The notion of multiplying one office worker into many identical employees—signifying increased efficiency and productivity—has become something of an adland cliché. For example, [this May 2025 outing](https://musebyclios.com/advertising/hubspot-bends-the-laws-of-the-natural-universe/) from HubSpot used that metaphor to fine effect. Now, fintech firm Ramp casts lots of Brian Baumgartners for 30 seconds of workplace silliness during the Super Bowl. He plays an accountant. So, let’s examine both sides of the ledger. Minuses: This scenario’s too familiar and [amid worldwide layoffs](https://www.reuters.com/legal/litigation/amazon-cuts-16000-jobs-globally-broader-restructuring-2026-01-28/), the approach feels off. Also, the U.S. version of Baumgartner’s legendary sitcom, The Office, aired its last episode in 2013. Through the years, we’ve seen soooo many variations on white-collar humor in that show’s style. Enough already! Plusses: Brian’s too awesomely lovable to flop. The sight of BB held aloft by doppelgängers rocks. Dude delivers the funny. He drives home the brand proposition again and again and again and again. And again. Etc. “Finance teams don’t need more hours, they need the hours they already have back. Ramp automates the messy parts of spend—receipts, invoices, approvals—so teams can move faster and focus on decisions that actually grow the business,” says Ramp CEO and co-founder Eric Glyman. “When manual work goes away, it’s like your best accountant has been multiplied. And before the ad airs, we’re bringing that idea to life with a live experience around the Big Game to celebrate the finance teams who keep businesses running.” The crew met some snags early on as they scouted locations. “It became clear that suitable large-scale office spaces weren’t available, leading to the decision to shoot on a stage,” Alex Thomas, CD at VFX house Framestore, tells Muse. “While cubicles and flooring were constructed physically, no walls or ceiling were built.” As a result, “every shot required some degree of seamless CG environment augmentation, including the addition of plants, artwork, notice boards, shelving and even functional elements such as air-conditioning outlets.” The many Brians were created “through a carefully integrated combination of techniques,” Thomas says. “These included traditional motion-control passes, body doubles digitally manipulated to precisely match Brian’s likeness, head replacements and a proprietary machine-learning workflow.” Radical Media’s [Randall Einhorn](https://www.imdb.com/name/nm0251848/) directed the commercial. He’s no stranger to the cube continuum, having worked with Baumgartner on The Office. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Super Bowl **Tags:** ramp **Sections:** Entertainment, Trending --- ### [NFL and Rocket Channel Mister Rogers for Super Bowl](https://musebyclios.com/super-bowl/nfl-and-rocket-channel-mister-rogers-for-super-bowl/) **Published:** January 28, 2026 **Author:** Amy Corr **Content:** The NFL is running a :30 in the Big Game under its “Inspire Change” platform. The spot from 72andSunny channels Mister Rogers with a rendition of “You Are Special,” sung by Michael Strahan, Cam Heyward, Christian McCaffrey and kids from Harlem Children’s Zone, the Boys & Girls Clubs of America and SMASH. The organizations are Inspire Change grant partners supported by the NFL. “You Are Special is a powerful expression of what Inspire Change embodies—it’s a reminder to every young person that they matter,” says Sarah Bishop, VP of global brand and consumer marketing for the NFL. Meanwhile, Rocket and Redfin’s Super Bowl teaser features Lady Gaga singing Mister Rogers’ opening theme, “Won’t You Be My Neighbor?” The 3:30 behind-the-scenes video from Mirimar follows Gaga as she finds her voice and puts her spin on the tune. A :60, directed by Walter Thompson-Hernández of Reverie Content, will run in the Super Bowl. Play “This campaign was created with a deep sense of purpose and a belief in what brings people together,” says Jonathan Mildenhall, CMO. “America is at its best when we are neighborly, when we look out for one another and feel connected to the people around us. This work is about reviving belief in the American Dream and reminding people that finding a home and a community is still possible.” ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Super Bowl **Tags:** 72 and Sunny, Mirimar, NFL, Rocket **Sections:** Entertainment, Trending --- ### [This Robot's Jealous of a Kia EV. Will Sparks Fly?](https://musebyclios.com/worldviews/this-robots-jealous-of-a-kia-ev-will-sparks-fly/) **Published:** January 27, 2026 **Author:** David Gianatasio **Content:** Here are some notable campaigns that broke far and wide in recent weeks, curated by Muse sibling [Ads of the World](https://www.adsoftheworld.com/). ### Kia Australia, ‘Robots Become Jealous of Kia EV’ Agency: Innocean Australia Kia’s new[ EV campaign](https://www.adsoftheworld.com/campaigns/robot-becomes-jealous-of-kia-ev) from Innocean Australia imagines a near future where humanoid robots are everyday family members, until a new all-electric Kia arrives and becomes the most advanced tech in the house. Led by a jealous robot named Roger, the playful story shows machines grappling with being outclassed, spotlighting Kia’s expanding, tech-forward EV range. Play ### Burger King, ‘The Curious Case of the Missing Mascots’ Agency: Net#Work BBDO It seems the Lion and the Bull, two beloved South African mascots, are missing. After their teams launch a comical search, they finally find the miscreants enjoying a Burger King breakfast. As a sponsor of two storied rugby franchises, Net#Work BBDO chose to focus on the mascots instead of the players, [reframing breakfast](https://www.adsoftheworld.com/campaigns/the-curious-case-of-the-missing-mascots) not as a routine, but as a moment worth rallying around. Play ### O Boticário, ‘It Takes a Legend to Recognize a Legend” Agency: AlmapBBDO O Boticário launches Malbec Black Legend, a limited-edition fragrance celebrating a new era of the iconic line. A [cinematic black-and-white film](https://www.adsoftheworld.com/campaigns/it-takes-a-legend-to-recognize-a-legend) stars Kaká, with narration by Fábio Cannavaro. It centers on the idea that true greatness is recognized by equals, reflecting legacy, excellence and mutual respect beyond self-proclaimed legend. Play ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Worldviews **Tags:** Burger King, Kia, O Boticário **Sections:** Trending --- ### [You Can't Unsee Guy Fieri's New Look in Super Bowl Teaser for Bosch](https://musebyclios.com/super-bowl/you-cant-unsee-guy-fieris-new-look-in-super-bowl-teaser-for-bosch/) **Published:** January 27, 2026 **Author:** Amy Corr **Content:** Guy Fieri wants to blend in and be “Justaguy” in a Super Bowl teaser for Bosch. And he succeeds. The teaser presents Fieri and the sound of an electric razor as he’s about to lose his signature goatee. The ad ends before the big reveal, but Fieri himself debuted his “new look” in an online teaser to celebrate his birthday. The Big Game spot from Droga5 will show Bosch home appliances and power tools, illustrating their transformational powers in homes and on job sites. Running in the 2nd quarter, the spot’s a continuation of “The More You Bosch The More You Feel Like A Bosch” platform. ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Super Bowl **Tags:** Bosch, Droga5, Guy Fieri **Sections:** Entertainment, Trending --- ### [Sydney Sweeney Scales Hollywood Sign in Lingerie Stunt](https://musebyclios.com/film-tv/sydney-sweeney-scales-hollywood-sign-in-lingerie-stunt/) **Published:** January 27, 2026 **Author:** David Gianatasio **Content:** The sheer volume of publicity Sydney Sweeeney’s Hollywood-sign stunt is generating for her [lingerie brand](https://syrn.com/password) is so OTT, it ought to be illegal. And maybe it is, per press reports. “Sydney and her crew made their way to the top of the letters and strung up a clothesline of bras,” gushes TMZ. “We’ve learned Sydney got a permit from FilmLA to shoot the Hollywood Sign, but she did not have permission to touch or climb the sign itself.” The Euphoria actress posted footage of the escapade to her socials: > View this post on Instagram > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > [A post shared by Sydney Sweeney (@sydney\_sweeney)](https://www.instagram.com/reel/DT_yZUjEZFD/?utm_source=ig_embed&utm_campaign=loading) It’s unclear if the Hollywood Chamber of Commerce will file a police report for trespassing or vandalism. The star can surely make an orange jumpsuit look fab. (Spoiler alert: She ain’t doing time.) And so, Syd cements her status as everyone’s fave [brand-boosting bad gal](https://musebyclios.com/film-tv/lets-take-a-look-at-sydney-sweeneys-adland-hits-and-misses/), with the bra-lift following that American Eagle eugenics flap and soap made from Sweeney’s bathwater. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Fashion and Beauty, Film and TV **Tags:** Sydney Sweeney **Sections:** Entertainment, Trending --- ### [Grubhub Teases Wild Style for Big Game Debut](https://musebyclios.com/super-bowl/grubhub-teases-wild-style-for-big-game-debut/) **Published:** January 26, 2026 **Author:** David Gianatasio **Content:** ![](https://cdn.musebyclios.com/wp-content/uploads/2026/01/25085752/grub-2-1.jpg)Menu items Grubhub teases for its first Super Bowl commercial include: - “Something different” for the food-delivery category. - “Surreal, genre-defying style and striking visuals.” - “Absurdist humor” and “a new tone for what people should expect far beyond football Sunday.” - “Renewed investment” plus a “massive brand refocus.” - “Disruption.” From those boasts in press materials, the ad on the Feb. 8 NBC telecast could serve up … just about anything. Maybe this :15 promo dropping today will offer some clues: Hm, a meal’s-eye view. That’s been [done before](https://musebyclios.com/advertising/dunkin-unboxes-a-merry-xmas-melody-from-the-donuts-pov/). But those fancy-schmancy dinner guests look repulsed. Excellent. Grubhub’s SB bid is designed to position the brand as a spunky alternative to rivals such as DoorDash, Uber Eats and Instacart (the latter two will also appear in the Big Game). We’re told that “gimmicks and short-term promos” won’t play into the film, created by Anomaly and Oscar-nominated director Yorgos Lanthimos. Such elements have been booted, presumably, for something worth an $8 million media buy. Maybe there’s a sassy AI tiramisu with googly-eyes beneath that lid. Probably not. But like the Rams, we can always dream. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Super Bowl **Tags:** Anomaly, GrubHub **Sections:** Entertainment, Trending --- ### [SB60 Road Trip: Post Malone and His Buds Roll Big for Bud Light](https://musebyclios.com/super-bowl/sb60-road-trip-post-malone-and-his-buds-roll-big-for-ab-inbevs-bud-light/) **Published:** January 22, 2026 **Author:** David Gianatasio **Content:** No cul-de-sac can hold them! For last year’s Super Bowl, Post Malone, Shane Gillis and Peyton Manning [hung out at a suburban block party](https://musebyclios.com/super-bowl/post-malone-shane-gillis-peyton-manning-make-big-game-bid-for-bud-light/), cracking wise as they cracked Bud Lights. We got leaf-blower humor. Such memories. Here in ’26, the trio takes a road trip to a wedding. They riff as they cruise down the highway, rockin’ out to Limp Bizkit (a step up from last year’s Huey Lewis soundtrack, that’s for sure.) Posty taps on a huge keg as if it were a drum. “Tapping” the keg. Heh. We’re told the thing was “on the registry.” Must be some classy affair. This clip sets the stage: Non-famous actor [Nicholas Heffelfinger](https://www.imdb.com/name/nm11798437/) plays their driver. The keg appears as itself. Anomaly serves as the Anheuser-Busch brand’s lead agency. And here’s a second teaser that appears to focus on a beery bride: ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Super Bowl **Tags:** Bud Light **Sections:** Entertainment, Trending --- ### [Budweiser's Super Bowl Ad Is All About 'American Icons'](https://musebyclios.com/super-bowl/budweisers-super-bowl-ad-is-all-about-american-icons/) **Published:** January 26, 2026 **Author:** Amy Corr **Content:** Budweiser just revealed a Super Bowl ad that’s dripping with Americana. The :60 from BBDO New York celebrates our nation’s 250th birthday and Budweiser’s 150th anniversary. It begins with a Clydesdale foal and a baby bird that falls out of its nest. As Lynyrd Skynyrd’s “Free Bird” plays on the soundtrack, the foal helps the bird learn how to fly. After time and practice, the foal has grown and when it appears that he’s sprouted wings of his own, we see that the bird is now a full-grown Bald Eagle. No tears for one farmer, who watched all of this take shape. “The sun’s in my eyes,” he tells his pal. Same. The Bald Eagle is named Lincoln, and he’s under the care of [American Eagle Foundation](https://eagles.org/) Bud barley farmer Brian Fransesn also appears. The ad—among the first full spots released ahead of the Feb. 8 NBC telecast—was directed by [Henry-Alex Rubin](https://musebyclios.com/super-bowl/a-horse-walks-into-a-bar-in-budweisers-super-bowl-ad/). It showcases the brand’s new Heritage Series packaging. ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Super Bowl **Tags:** BBDO New York, Budweiser **Sections:** Entertainment, Trending --- ### [Renaissance Meets Sci-Fi in Mammoth AI Mural](https://musebyclios.com/art/renaissance-meets-sci-fi-in-washington-ai-mural/) **Published:** January 24, 2026 **Author:** David Gianatasio **Content:** Fusion’s all the rage in a massive Washington, D.C, mural spanning 23-by-50 feet. Created for the CityCenterDC multi-use development, the collage salutes local couture, food, architecture and attractions. It combines those elements in a colorful downtown tableau through a madcap mix of artistic styles. The installation strives to be, “Wonderfully weird, joyful and crazy colorful,” we’re told in press materials. “The surrealist public work mashes Renaissance-style art (inspired by The Smithsonian’s collection), Sci-Fi, fashion, the National Zoo’s pandas, cherry blossoms, D.C.’s iconic monuments, landmarks and more.” That description’s pretty apt. To our eye, it mainly channels [Magritte](https://en.wikipedia.org/wiki/Ren%C3%A9_Magritte), with dashes of retro-pulp inspo and splashes of modern sensibilities. Since it’s 2026, AI naturally had a robotic hand in the project, guided by the flesh-and-blood folks at Design Army. So, we get an additional layer of meaning. Human expertise and machine skill blend to capture the cultural milieu. The images reflect the vibrant life of a metropolis. Form and function become a singular sign of the times, hinting, perhaps, at a hyper-stylized commerce-driven future to come. (Translation: It looks damn good.) Photographer Dean Alexander worked on the social campaign. **CREDITS** Client: CityCenterDC Managing Director: Timothy R. Lowery Director Mixed-Use Marketing and Brand Strategy: Melissa King Artwork by: Design Army Co-Founder & Chief Creative Officer: Pum Lefebure Account Director: Jake Lefebure Creative Director: Heloise Condroyer Senior Designer: Jason Chae Social Media: Molly Stotts, Richard Liu Photography: Director, Photographer: Dean Alexander 1st AD, Producer: Erin Winebrenner ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Art **Tags:** Design Army **Sections:** Trending --- ### [Pepsi Unleashes Polar Bear in Super Bowl Taste Test vs. Coke](https://musebyclios.com/super-bowl/pepsi-unleashes-polar-bear-in-super-bowl-taste-test-vs-coke/) **Published:** January 26, 2026 **Author:** David Gianatasio **Content:** Move over, Coca-Cola polar bear. Pepsi’s putting a bruin of its own in the Big Game for a taste test vs. Coke. So … *Grrrrr?* [Coke’s bears ](https://en.wikipedia.org/wiki/Coca-Cola_polar_bears)have been around for more than 30 years. The [Pepsi Challenge](https://en.wikipedia.org/wiki/Pepsi_Challenge) dates back to the 1970s. Fast-forward to NBC’s Feb. 8 telecast, and fusing pop culture with brand nostalgia—to support Pepsi’s zero-sugar cola—feels like a smart move. Especially for a beverage already splashed across the consciousness of multiple generations. This trailer dropped today: Maybe the bear eats both cans and coughs out the Coke? We think he’ll make his mark for sure. BBDO, PepsiCo Content Studio and A-list director [Taika Waititi ](https://musebyclios.com/super-bowl/for-mountain-dews-big-game-spot-seal-plays-an-actual-seal/)developed the commercial. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Super Bowl **Tags:** Coca-Cola, Pepsi **Sections:** Entertainment, Trending --- ### [McConaughey and Cooper Return to the Big Game for Uber Eats](https://musebyclios.com/super-bowl/mcconaughey-and-cooper-return-to-big-game-for-uber-eats/) **Published:** January 26, 2026 **Author:** Amy Corr **Content:** Uber Eats dropped a trio of teasers this morning to hype up its Super Bowl entry from Special US. It’s the brand’s sixth Big Game appearance. Matthew McConaughey and Bradley Cooper return. Once again, Matthew believes [football was made to sell food](https://musebyclios.com/sports/uber-eats-spins-cheeky-football-conspiracy-theory/), while Bradley defends the integrity of the game. In one teaser, McConaughey drives up to a jogging Cooper and continuously yells “food!” Love how it concludes with Elvis Presley’s “Suspicious Minds.” Another clip shows McConaughey working through his feelings … with help from tiny puppets. The final teaser presents Sourdough Sam, beloved mascot of the San Francisco 49ers, being interrogated by McConaughey. Sam doesn’t crack, even after Matthew tells him to come clean or he’s toast. ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Super Bowl **Tags:** Bradley Cooper, Matthew McConaughey, Special Group U.S., Uber Eats **Sections:** Entertainment, Trending --- ### [Dustin Tomes of TBWA\Chiat\Day on Empathy, AI, Photography and More](https://musebyclios.com/2-minutes-with/dustin-tomes-of-tbwachiatday-on-empathy-ai-photography-and-more/) **Published:** January 27, 2026 **Author:** Shahnaz Mahmud **Content:** [Dustin](https://www.linkedin.com/in/dustintomes/) is currently chief creative officer at TBWA\\Chiat\\Day New York We spent two minutes with Dustin to learn more about his background, his creative inspirations and recent work he’s admired. # Dustin, tell us … ### Where you grew up, and where you live now. I grew up on a farm outside the village of Utica, Neb.—population 813. I now live in the borough of Brooklyn—population 2.6 million. ### How you first realized you were creative. Others recognized it before I recognized it in myself. I have a grandfather who is a woodcarver and a grandmother who is a ceramicist. So, if I think about a specific moment in my life that stands out, it was doing projects with them, where I realized that I enjoyed creating things and loved attention to detail. ### A moment from high school or college that changed your life. I found advertising late in my college career, and was behind my peers when it came to my portfolio. Once I had enough work to fill out a book, I set up meetings with the highest-level creatives I could find around Lincoln, Neb., because I wanted honest feedback. Needless to say, I got absolutely shredded. One CCO in particular, [Carter Weitz](https://www.linkedin.com/in/carterweitz/) of [Bailey Lauerman](https://en.wikipedia.org/wiki/Bailey_Lauerman), did something that still sticks with me. He started pulling Communication Arts and [Lürzer’s Archive ](https://en.wikipedia.org/wiki/L%C3%BCrzer's_Archive)annuals from his shelf, and said, “This is the standard. This is what you are chasing. If you want to be great, your ideas and your craft need to be at this level.” ### Your most important creative inspirations, and some recent stuff you love. Photography. Particularly street photography. I love studying the work of anyone who is or was a part of [Magnum Photos](https://en.wikipedia.org/wiki/Magnum_Photos) and the various projects they’ve done. There are technical things in photography that translate to our industry, from color to composition to framing. To tell an interesting, relatable story in a single, static frame is an art form. It’s something we’re always striving for. Check out the work of people like [Martin Parr](https://en.wikipedia.org/wiki/Martin_Parr), [Bruce Gilden](https://en.wikipedia.org/wiki/Bruce_Gilden), [Vivian Maier](https://en.wikipedia.org/wiki/Vivian_Maier), [Garry Winogrand](https://en.wikipedia.org/wiki/Garry_Winogrand), and [Robert Frank](https://en.wikipedia.org/wiki/Robert_Frank). ### One of your favorite creative projects you’ve ever worked on. The “For The Throne” campaign we did for the final season of [Game of Thrones](https://en.wikipedia.org/wiki/Game_of_Thrones). The HBO clients were incredible partners and wanted to make everything we brought to them. And we did. We had people literally bleeding for the throne at [SXSW](https://en.wikipedia.org/wiki/South_by_Southwest), and traversing remote areas of the world searching for hidden thrones. But the centerpiece was the Game of Thrones x Bud Light Super Bowl commercial where the Mountain “killed” the Bud Knight. Not only did we pull the rug out from 140 million people at one time, but it was an agency collaboration for the ages—[Droga5](https://en.wikipedia.org/wiki/Droga5) x [Wieden+Kennedy](https://en.wikipedia.org/wiki/Wieden+Kennedy). Play ### A recent project you’re proud of. The [“PSAi”](https://thepsai.com/) for [Columbia Journalism Review](https://en.wikipedia.org/wiki/Columbia_Journalism_Review) is not only a powerful idea with great craft, but it is something that addresses an issue growing in relevance and concern. Seventy-six percent of Americans struggled to tell the difference between AI images and real ones, resulting in the spread of misinformation and the deterioration of journalistic integrity. The “PSAi” used a music video featuring fake images spreading misinformation. Misinformation is still actively being spread with images that are clearly fake—so education is important. Play ### Someone else’s work you admired lately. “Engineered for Whatever” work from [Columbia](https://www.columbia.com/?mid=paidsearch&nid=COL%7CBrand%7CBrand+Core%7CGoogle%7CExact%7CUS&oid=Brand+Core_General&did=columbia&eid=Google+Adwords+US&uid=abc&ef_id=Cj0KCQiAvtzLBhCPARIsALwhxdpudUe-Ezfy7OTp_5WznCSkQSukXYaVJQXoejyzdjrAVGXYLqQjmC0aAjrsEALw_wcB:G:s&s_kwcid=AL!3937!3!611505791477!e!!g!!columbia!796648490!46954285408&gad_source=1&gad_campaignid=796648490&gbraid=0AAAAAC-wE1a1uhFkNxqHwOvwJWVaihlc0&gclid=Cj0KCQiAvtzLBhCPARIsALwhxdpudUe-Ezfy7OTp_5WznCSkQSukXYaVJQXoejyzdjrAVGXYLqQjmC0aAjrsEALw_wcB) and “I Think of You Dying” from [Life360](https://www.life360.com/plans-pricing?utm_source=GAds&utm_campaign=Web_Googleads_Search_Us_Conv_Branded_14858373544&utm_medium=paidsearch&utm_content=791756265078&utm_term=life360-e&adgroup=128371534455&gclsrc=aw.ds&gad_source=1&gad_campaignid=14858373544&gbraid=0AAAAADPJuRS4MM6INWYc3naB2oeCXibAb&gclid=Cj0KCQiAvtzLBhCPARIsALwhxdo32ld_1DYu9Mr0iVSMdiMGtueXIzb4rPGhgr-OHsd4wg3kLrKDHTMaAj0SEALw_wcB) are two recent things that I’ve found myself extremely jealous of lately. Play ### Your main strength as a creative person. Empathy. Our industry can be pretty unkind. It’s demanding, and has a way of creeping into the life you try and live outside of it. You can lead with empathy, without compromising being great. You can be hard on the work without being hard on people. ### Your biggest weakness. I’m a perfectionist, which has always worked in my favor when it comes to creativity and craft. But when you transition from being a creative maker to a creative leader, it can slow you down. I need to use it in the right ways at the right times. ### A mentor that helped you navigate the industry. I’ve been fortunate to have learned from some of the most legendary talents—from [David Droga](https://en.wikipedia.org/wiki/David_Droga) to [Rob Reilly ](https://www.linkedin.com/in/rob-reilly-796717/)to [Susan Credle](https://www.linkedin.com/in/susan-credle/) to [Alex Bogusky](https://en.wikipedia.org/wiki/Alex_Bogusky). ### What you’d be doing if you weren’t in advertising. Photography—with the ultimate goal of building a body of work I could submit to Magnum Photos to become a member. Right now, it’s where I plan to put my creative energy after my advertising career. Maybe I can become the oldest member ever accepted. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:amy.corr@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With **Tags:** TBWAChiatDay New York **Sections:** Community Voices --- ### [William Shatner in Super Bowl Bid for Raisin Bran](https://musebyclios.com/film-tv/william-shatner-in-super-bowl-bid-for-raisin-bran/) **Published:** January 26, 2026 **Author:** David Gianatasio **Content:** *Bill! Shatner’s! In! The! Super! Bowl! KHAAAAAAN!* Everyone’s favorite manic thespian teased his Big Game appearance in a big way last week. The Star Trek legend appeared all around Los Angeles with boxes and bowls of Raisin Bran in a series of seemingly “candid” pics that went viral. Shatner, 94, [told TMZ](https://www.tmz.com/2026/01/21/william-shatner-cereal-photo-super-bowl-commercial/) that a spaceship plays into the commercial. This marks Raisin Bran’s SB debut, making it the first Kellogg’s brand on the game in 15 years. The ad will stream nationwide just before halftime, with TV placements in New York, L.A., Chicago and other markets. Social activations are also in the mix. VaynerMedia developed the campaign. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/01/26085548/SHAT-1.jpg)“We want to spark an ‘a-ha’ moment that encourages people to think differently about fiber and how easy it can be to get more of it into their day,” Doug VanDeVelde, the brand’s chief growth officer, [told Adweek](https://www.adweek.com/brand-marketing/raisin-bran-super-bowl-2026-ad-debut-kelloggs/). “The Super Bowl today is an ecosystem of screens,” he said. “People are consuming content before the game, during the game, and after the game. This is a big kickoff moment, but the fiber messaging will continue throughout the year.” ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Film and TV, Super Bowl **Tags:** Kellogg's, VaynerMedia **Sections:** Entertainment, Trending --- ### [Audi's Cold-Sensitive DOOH Arrives in Time for Arctic Blast](https://musebyclios.com/advertising/audis-cold-sensitive-dooh-arrives-in-time-for-arctic-blast/) **Published:** January 23, 2026 **Author:** David Gianatasio **Content:** It feels like some freakish Ice Age outside. Time to fire up the Quattro, switch on the heater full blast and keep our eyes peeled for the brand’s temperature-sensitive DOOH breaking across the U.K. “Audi Quattro has always been about confidence in all conditions,” says Tony Moore, the carmaker’s U.K. head of marketing. “This campaign captures that in a way that feels refined and intuitive, allowing us to lean into a moment that already belongs to the brand and expressing it in a way that feels timely, relevant, and unmistakably Audi.” Arriving just in time for a major cold snap, the work from BBH London and OMD touts all-wheel drive technology. The billboards’ thermometer only appears when the temp drops to 5 degrees Celsius. “This idea comes from listening to what Audi drivers are already talking about,” says agency creative director Uche Ezugwu, creative director at BBH. “For them, the change in weather isn’t a warning—it’s a signal. Winter advertising usually turns the volume up. Our zag was turning it down.” “By responding to the weather itself rather than dramatizing it, Audi feels present, assured and completely in control.” ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Audi, BBH London **Sections:** Trending --- ### [This Freaky Giant Seal Is All About Personal Finance](https://musebyclios.com/eurovisions/this-freaky-giant-seal-is-all-about-personal-finance/) **Published:** January 26, 2026 **Author:** David Gianatasio **Content:** Here are some great European campaigns that broke in recent weeks, selected by Muse sibling [Ads of the World](https://www.adsoftheworld.com/). ### FCA, ‘Seal the Deal’ Agency: M+C Saatchi Group This [fun campaign](https://www.adsoftheworld.com/campaigns/check-if-it-s-real-before-you-seal-the-deal) positions FCA as the official place consumers should turn to when making financial decisions. It posits the brand’s Firm Checker tool as a default step before investing or borrowing. To address confusion around what “doing your research” means in a landscape of unsolicited advice, Emil the Seal serves as a visual prompt to pause, question legitimacy and avoid undue risks. Play ### Amplifon, ‘The Special Test Rooms’ Agency: Small Amplifon has launched a global campaign that captures the emotional “wow moment” of hearing well again. After expert device calibration, customers enter a [test room](https://www.adsoftheworld.com/campaigns/the-special-test-rooms). The space recreates meaningful real-life settings, and they reunite with loved ones to experience improved hearing, connection and everyday joy. Play ### Canva x Siegfried & Joy, ‘Work Your Magic’ Agency: Stink Studios Kurt’s gamble on making the office more “magic” pays off when the dynamic duo he hires are introduced to the wonders of Canva and its designs. This piece of [awkward German silliness](https://www.adsoftheworld.com/campaigns/canva-x-siegfried-amp-joy-work-your-magic) was produced by Stink Berlin, cleverly written by Stink Studios London. It features the amazing [Siegfried & Joy](https://www.instagram.com/siegfriedundjoy/?hl=en). Play ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Eurovisions **Tags:** Amplifon, Canva, FCA **Sections:** Entertainment, Trending --- ### [Hyundai Says John Krasinski's Life Is an Action Flick](https://musebyclios.com/film-tv/hyundai-says-john-krasinskis-life-is-an-action-flick-now/) **Published:** January 23, 2026 **Author:** David Gianatasio **Content:** ![](https://cdn.musebyclios.com/wp-content/uploads/2026/01/23162519/JK-2.jpg)Hollywood A-listers like John Krasinski encounter a fair share of hangers-on. In the Hyundai spot below, these impudent interlopers drop from above and cling to his Palisade Hybrid SUV. He’s pursued by cycles and helicopters, too. Krasinski’s passenger, played by John [Hoogenakker](https://www.charlotteobserver.com/latest-news/article225401990.html) (the Bud Light “Dilly Dilly” king!), isn’t too thrilled. But when you sign up for an f/x-driven car commercial with Special K at the wheel, you’ve just got to roll with it. “It’s no stretch to see the Palisade as the vehicle a charming action hero would choose to defy the odds,” says Ryan Scott, ECD at Innocean USA, which developed the campaign with Hyundai. “With its premium edge and rugged features, the new Palisade feels worthy of an action movie, exceeding expectations in the category,” he says. “Not another family SUV, but a vehicle that elevates everyday drives into epic adventures.” More than ever, we’ve seen vehicles cast as [epic vessels of freedom and release](https://musebyclios.com/advertising/is-this-the-most-dystopian-car-commercial-ever-made/). It’s almost as if daily life’s become insufferable, with folks desperate for any sort of escape. Can’t imagine why. Minor hitch: Hyundai’s cinematic send-up feels a tad too familiar. But Krasinski’s as lovable as ever. Plus, there’s goofy overkill. Fake-looking CG speedboats = cool. We also get a nod to Mission Impossible. Bonus points for that. [Sebastian Strasser](https://musebyclios.com/advertising/does-vodafones-rhythm-of-life-chart-a-future-for-ai-ads/) directed with Oscar-winner [Linus Sandgren](https://en.wikipedia.org/wiki/Linus_Sandgren) serving as DOP. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Film and TV **Tags:** Hyundai, Innocean **Sections:** Entertainment, Trending --- ### [Jonny and Vinnie of The Beehive Focus on the Human Side of the Music Biz](https://musebyclios.com/music/jonny-and-vinnie-of-the-beehive-l-a-on-the-ascent-of-the-live-touring-industry/) **Published:** January 19, 2026 **Author:** Shahnaz Mahmud **Content:** [Jonny ](https://www.linkedin.com/in/jonny-stiegler-5a5a1526b/)and [Vinnie](https://www.linkedin.com/in/vinnie-ferra/) co-founded The Beehive in 2016 with a mission to make the touring industry more efficient and enjoyable for artists and their crews. Today, it operates a year-round community for tour managers, music and lighting directors, audio engineers, playback techs and other BTS folks who help put on shows. Clients range from independent creatives to cultural powerhouses such as Halsey, Gracie Abrams, Lizzy McAlpine, Gryffin, Masego, Charlotte Lawrence and T-Pain, among others. We spent two minutes with Jonny and Vinnie to learn more about their backgrounds, their creative inspirations and recent work they’ve admired. # Jonny and Vinnie, tell us … ### Where you grew up, and where you live now. - Jonny: I grew up in Mobile, Ala., and moved to Los Angeles in 2018. Still a Southern kid at heart. - Vinnie: Born and raised in Los Angeles. I did live in New York for 5-6 years when I got started, then came back to L.A. to start [The Beehive](https://beehivela.com/live/) with Jonny. ### Your earliest musical memory. - Jonny: When I was 7, my dad took me to see [B.B. King](https://en.wikipedia.org/wiki/B._B._King). I was already a huge blues fan thanks to him. Getting to meet B.B. after the show and have him sign a poster was unforgettable. My dad played bass with him back in the day. - Vinnie: When I was 6 years old I saw [The Beach Boys ](https://en.wikipedia.org/wiki/The_Beach_Boys)with my dad. ### Your favorite bands/musicians today. - Jonny: I’m listening to a lot of [Tyler Childers](https://en.wikipedia.org/wiki/Tyler_Childers). I love how raw and real his songwriting feels. - Vinnie: I can’t stop listening to the new[ Bon Iver](https://en.wikipedia.org/wiki/Bon_Iver) album and often have [Faye Webster](https://en.wikipedia.org/wiki/Faye_Webster), [Flyte](https://www.flytetheband.com/), [Sufjan Stevens](https://en.wikipedia.org/wiki/Sufjan_Stevens) and [Andy Shauf ](https://en.wikipedia.org/wiki/Andy_Shauf)on rotation. ### One of your favorite projects you’ve ever worked on. - Jonny: Working with [Gryffin](https://en.wikipedia.org/wiki/Gryffin). We have a small, tight-knit team. We trust each other; that allows creative freedom and we feel like family. - Vinnie: All of our clients push us to different limits and creative bounds. Clients like [Gracie Abrams](https://en.wikipedia.org/wiki/Gracie_Abrams) and [Lizzy McAlpine](https://en.wikipedia.org/wiki/Lizzy_McAlpine) have been extraordinary experiences, from top to bottom, beginning to end. ### A recent project you’re proud of. - Jonny: The [T-Pain](https://en.wikipedia.org/wiki/T-Pain) shows at [Coachella](https://en.wikipedia.org/wiki/Coachella) and [Stagecoach](https://www.stagecoachfestival.com/) 2025 were massive. Working with such a legendary artist and collaborating closely with the [Nappy Boy](https://nappyboy.net/) team to bring his iconic vision to life was surreal. It was one of those rare projects where everything aligned. - Vinnie: I was so proud to work on [Gracie Abrams Vevo Extended Play](https://youtu.be/K95S0LQ-NTQ?si=Ble00U_cwTUArqYG). It won a Webby in 2025. ### One thing about how the music world is evolving that you’re excited about. - Jonny: I’m excited by how much more accessible the industry is now. There’s so many ways for people to get involved, whether you’re an artist or crew. That creates more opportunities for everyone. - Vinnie: Technology is making it easier for people to be just as efficient but take more time off to spend with family. Historically—and still currently—the touring industry is one based on being away from your loved ones. Technology is helping to make the moments at home more meaningful because work can be delegated to a computer. ### Someone else’s work, in music or beyond, that you admired lately. - Jonny: I’m inspired by what the [Palm Tree Crew](https://palmtreecrew.com/?srsltid=AfmBOooDX8g3K5NOaaqikMQ2qoi3-DgLdHG5sGZhoP039bqMMNzrHE-e) has built. They started as a small management team and quickly scaled into a global brand with festivals, investments and clubs. It’s amazing to see how music was just the starting point for an entire empire. Also, I want to shout out to [Aubrey Wright](https://www.linkedin.com/in/awrightworld/), he has created an amazing community for the touring world. - Vinnie: The way [Will Bowerman](https://www.linkedin.com/in/william-bowerman-16100734/?originalSubdomain=uk) has scaled his business and grown to be one of the largest musical directors in the industry is very impressive. He started as a drummer, saw a “lane” and took it. Now, he continues to push the envelope of what it means to be a creative in the touring industry. ### A book, movie, TV show or podcast you recently found inspiring. - Jonny: Book: [Greenlights ](https://en.wikipedia.org/wiki/Greenlights_(book))by [Matthew McConaughey](https://en.wikipedia.org/wiki/Matthew_McConaughey). It’s honest, reflective and full of lessons about trusting your path, even when it doesn’t make sense at the moment. - Vinnie: I’ve really enjoyed watching [Landman](https://en.wikipedia.org/wiki/Landman_(TV_series)). ### An artist you admire outside the world of music. - Jonny: Matthew McConaughey. I admire the way he’s navigated life and work with authenticity, depth and a sense of purpose. Plus who’s cooler? - Vinnie: [Jeff Buckley](https://en.wikipedia.org/wiki/Jeff_Buckley) and [David Bowie ](https://en.wikipedia.org/wiki/David_Bowie)have been massive influences on me since I was a kid. ### Your favorite fictional character. - Vinnie: My younger self always gravitated towards science fiction characters from [Star Wars](https://en.wikipedia.org/wiki/Star_Wars), [Marvel](https://en.wikipedia.org/wiki/Marvel_Entertainment), etc. Now, I look at people like [Harvey Specter](https://suits.fandom.com/wiki/Harvey_Specter) ([Suits](https://en.wikipedia.org/wiki/Suits_(American_TV_series))) or [John Hamm’s](https://en.wikipedia.org/wiki/Jon_Hamm) character in[ Your Friends & Neighbors](https://en.wikipedia.org/wiki/Your_Friends_&_Neighbors_(TV_series)) and just reflect. ### Someone worth following on social media. - Vinnie: The guitarist[ Izzy Fontaine](https://www.instagram.com/izzyfontaine/?hl=en). He posts the best content and is incredibly talented. ### Your main strength as a marketer/creative. - Jonny: Being straightforward and transparent - Vinnie: Connecting with an artist because I used to be an artist once. Being able to align with their wants, needs and hardships is important to me. ### Your biggest weakness. - Jonny: I take on too much and struggle with saying no. I’m working on being more present and appreciating the wins instead of immediately moving on to what’s next. - Vinnie: I favor taking care of people over financials. It’s counterintuitive to what the business side always tells me. But it’s who I am and it always works out. ### What you’d be doing if you weren’t in the music business. - Jonny: Something in real estate or the startup world. - Vinnie: Business development. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:michael.kauffman@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Advertising, Music **Tags:** The Beehive LA **Sections:** Community Voices, Entertainment --- ### [Nicky Battle of Supreme on Increased Investment in Community Engagement](https://musebyclios.com/2-minutes-with/nicky-battle-of-supreme-on-increased-investment-in-community-engagement/) **Published:** January 25, 2026 **Author:** Shahnaz Mahmud **Content:** [Nicky](https://www.linkedin.com/in/tynickabattle/) is currently president of Supreme Communications. She was previously managing director and healthcare industry lead at Ketchum. Nicky has over 20 years of experience, working with top global brands. Earlier stints include Omnicom’s CDM, IPG’s MRM//McCann and ThinkTank Digital. We spent two minutes with Nicky to learn more about her background, her creative inspirations and recent work she’s admired. # Nicky, tell us … ### Where you grew up, and where you live now. I was born in Edenton, N.C., just outside the Outer Banks, where my family loves to vacation. Now, I’m a Jersey Girl. Deer and squirrels overtake the daily scenery, and I love it. ### How you first get interested in health. I got started in the industry leading social listening for [Sunovion](https://en.wikipedia.org/wiki/Sunovion). I became obsessed with the recurring themes of what drives (or deters) a person’s treatment journey. ### One of your favorite projects you’ve ever worked on. For diseases such as [hemophilia](https://en.wikipedia.org/wiki/Haemophilia) and [lymphoma](https://en.wikipedia.org/wiki/Lymphoma), the close-knit and collaborative patient communities fast-forward our ability to drive awareness and action. ### A recent project you’re proud of. I have led teams behind public health campaigns addressing [Covid](https://en.wikipedia.org/wiki/COVID-19), [RSV](https://www.cdc.gov/rsv/index.html), [HIV](https://en.wikipedia.org/wiki/HIV) prevention and treatment, smoking cessation and the glaring gaps in cancer care for women. ### One thing about how health is evolving that you’re excited about. The increased investment of time and funds in community engagement. We’re leapfrogging over performative commitment statements, straight to business impact on the local level. ### Someone else’s work, in health or beyond, that you admired lately. Although [GLP1s](https://www.capbluecross.com/wps/portal/cap/home/explore/resource/capital-journal/five-things-you-should-know-about-glp-1-drugs-for-weight-loss) are experiencing some advertising shifts, I appreciate the increasing candor of the ads. ### A book, movie, TV show, or podcast you recently found inspiring. TV: HBO’s [Watchmen](https://en.wikipedia.org/wiki/Watchmen_(TV_series)), based on a graphic novel. It’s a limited series that tells a riveting alternate history of the U.S. Must have been a dream come true for the writers—to rewrite history. ### A visual artist or band/musician you admire. [Kendrick Lamar](https://en.wikipedia.org/wiki/Kendrick_Lamar). I am jealous of his depth of genius. ### Your favorite fictional character. [Pip](https://en.wikipedia.org/wiki/Pip_(Great_Expectations)) from [Great Expectations](https://en.wikipedia.org/wiki/Great_Expectations). He is my favorite rags-to-riches character of all time. And I love to predict which stage-moms are [Miss Havishams](https://en.wikipedia.org/wiki/Miss_Havisham) in the making. ### Someone worth following on social media. Not technically social media but worth following:[ Scott Galloway ](https://en.wikipedia.org/wiki/Scott_Galloway_(professor))[podcasts](https://podcasts.apple.com/us/podcast/the-prof-g-pod-with-scott-galloway/id1498802610). From markets to marketing to tech, his content is timely and he always provides an interesting take. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.]() ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Health and Wellness **Tags:** Supreme Communications **Sections:** Community Voices --- ### [Josh Morse of Gifted Youth on Fostering a Fun Environment While Maintaining Focus](https://musebyclios.com/2-minutes-with/josh-morse-of-gifted-youth-on-fostering-a-fun-environment-while-maintaining-a-business-focus/) **Published:** January 26, 2026 **Author:** Shahnaz Mahmud **Content:** [Josh ](https://www.linkedin.com/in/joshmorse/)is an executive producer for Gifted Youth, a full-service production company owned by Caviar. We spent two minutes with Josh to learn more about his background, his creative inspirations and recent work he’s admired. # Josh, tell us … ### Where did you grow up, and where do you live now? Queens, N.Y. and Queens, N.Y. (For the sake of clarity, I do not live with my parents–just near them.) One day, I would like to move to Los Angeles. ### How did you first realize you were creative? It’s hard to say when I first realized it. But every time I’m able to make one of the directors or creatives I work with laugh, it’s reassuring to know I still got it. ### A moment from high school or college that changed your life. My mom knew I wanted to work in the film business, and she had a distant cousin who rented out grip equipment. She called him and got me an interview. He suggested I work in camera instead. He gave me a list of all the camera houses in the city. The last one on the list hired me the next day as the rental manager. I came to realize that the only people who didn’t negotiate with me over camera packages were the commercial staff. So I said: “I wanna do THAT.” I ended up bartering some camera equipment for a job interview. And that’s how I got my start producing. ### Your most important creative inspirations, and some recent stuff you love. TV: [How To With John Wilson](https://en.wikipedia.org/wiki/How_To_with_John_Wilson), [The Rehearsal](https://en.wikipedia.org/wiki/The_Rehearsal_(TV_series)), [The Late Show](https://en.wikipedia.org/wiki/The_Late_Show_with_Stephen_Colbert), [PBS](https://en.wikipedia.org/wiki/PBS), [John DeMarsico’s Mets Broadcasts](https://www.si.com/mlb/mets/john-demarisco-director-responsible-bringing-cinema-baseball-departs-sny), [Channel 5 with Andrew Callaghan](https://www.youtube.com/channel/UC-AQKm7HUNMmxjdS371MSwg), [Jury Duty](https://en.wikipedia.org/wiki/Jury_Duty_(2023_TV_series)). Film: I just watched [Chris Wilcha’s](https://parkpictures.com/director/chris-wilcha) [Flipside](https://en.wikipedia.org/wiki/Flipside_(film)) on a plane, and it hit hard. I’m looking forward to seeing the new [The Naked Gun](https://www.imdb.com/title/tt3402138/) and [Coyote vs Acme](https://en.wikipedia.org/wiki/Coyote_vs._Acme). Books: [Miami Blues](https://www.goodreads.com/book/show/216.Miami_Blues) by [Charles Willeford](https://en.wikipedia.org/wiki/Charles_Willeford),[ I Regret Almost Everything](https://www.simonandschuster.com/books/I-Regret-Almost-Everything/Keith-McNally/9781668017647) by [Keith McNally.](https://en.wikipedia.org/wiki/Keith_McNally) ### One of your favorite creative projects you’ve ever worked on. [GM’s](https://en.wikipedia.org/wiki/General_Motors) Super Bowl ad [“No Way, Norway,”](https://wdrv.it/2e591db20) directed by[ Jake Szymanski](https://en.wikipedia.org/wiki/Jake_Szymanski). We shot this during the peak of Covid. Everyone was getting tested every day for a week before the shoot. It was considered safer to build sets in [Will Ferrell’s](https://en.wikipedia.org/wiki/Will_Ferrell) backyard rather than go to a stage or location. Great vibes with the creative team, who I love working with to this day. ### A recent project you’re proud of. [Totinos’](https://en.wikipedia.org/wiki/Totino's) Super Bowl ad, directed by [Alice Mathias](https://en.wikipedia.org/wiki/Alice_Mathias) of [Caviar](https://caviar.tv/los-angeles/), called “Chazmo Finally Goes Home.” Watch the banned extended cut: Play ### Your main strength as a creative person. Being extremely organized, logical and business-minded, while fostering a fun and creative environment. ### Your biggest weakness. I still get too sad when we lose a pitch. There’s so much rejection in this business, you’d think I’d be used to it by now. But I’d be lying if I said it didn’t affect me (and I wish it didn’t). ### A mentor who helped you navigate the industry. [Michael Sagol](https://www.linkedin.com/in/michael-sagol-89181520/), the managing director of Caviar, took me under his wing when they acquired [Gifted Youth](https://www.giftedyouth.com/). Sagol’s the most generous and enthusiastic producer I’ve ever worked with. That infectious energy creates a great vibe and an environment that supports great work. He’s also an excellent sounding board and can 4D chess some shit like no one else. ### What you’d be doing if you weren’t in advertising. [HVAC](https://en.wikipedia.org/wiki/Heating,_ventilation,_and_air_conditioning) or plumbing or making movies about HVAC or plumbing. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:amy.corr@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With **Tags:** Gifted Youth **Sections:** Community Voices --- ### [Liquid Death Plays Head Games for the Super Bowl](https://musebyclios.com/super-bowl/liquid-death-plays-head-games-for-the-super-bowl/) **Published:** January 22, 2026 **Author:** David Gianatasio **Content:** Oh, Liquid Death—you’re so kooky and cryptic ahead of your second consecutive Super Bowl appearance. Last year, in its national Big Game debut, the oft-bonkers canned-water brand took drinking on the job to non-alcoholic heights with a [subtler-than-usual spot ](https://musebyclios.com/super-bowl/for-the-big-game-liquid-death-waters-down-its-shock-tactics/)that proved popular. Today, LD teased its upcoming entry with this clip featuring lounge music and cartoonish human heads: Are they papier-mâché? Does it matter? The brand’s making a Super Bowl return largely because, “Last year’s spot was a massive awareness play for us that paid off even better than we had hoped,” VP of creative Andy Pearson tells Muse. “Anecdotally and through the data, we saw that a huge portion of the country suddenly knew Liquid Death. Because we were able to craft it around a real business objective, we were able to make it highly effective. The concept wasn’t trying to be ‘ha-ha’ funny as much as stopping you in your tracks. It landed the way we needed it to.” Naturally, he wouldn’t divulge details of what we might see in LD’s :30 during the Feb. 8 telecast on NBC. Perhaps, though, we can glean insights into Pearson’s approach from mulling his fave SB commercials of all time. (Though probably not.) [“Tabasco’s ‘Mosquito’](https://www.youtube.com/watch?v=9DVYz8pWkXw) is such a simple spot,” he says. “Peak ’90s vibes and hilarious in the way it was directed. [Snickers’ ‘Your Not You When You’re Hungry’ with Betty White](https://www.youtube.com/watch?v=5syJjBQ_k6o) is fantastic on so many levels—strategy, clarity, use of celebrity and execution. I showed that to my kids the other day because they were being hangry.” But wait, there’s more… [“Monster.com’s ‘When I Grow Up’](https://www.youtube.com/watch?v=1fK2hMQSDgE) was unlike anything that had been done. And of course [Old Spice’s ‘The Man Your Man Could Smell Like’ ](https://musebyclios.com/advertising/behind-the-towel-an-oral-history-of-the-legendary-old-spice-ad/)sort of changed the whole world overnight.” In a pop-culture sense, that’s true. Liquid Death and the other advertisers shelling out [$8 million and more](https://admeter.usatoday.com/story/sports/ad-meter/2026/01/15/super-bowl-commercial-cost-how-much-2026/88203512007/) on SB60 should be so lucky. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Super Bowl **Tags:** Liquid Death **Sections:** Entertainment, Trending --- ### [Splashy: Anna Kendrick's Coffee Cup Overflows for LPL Financial](https://musebyclios.com/film-tv/anna-kendricks-coffee-cup-overflows-for-lpl-financial/) **Published:** January 19, 2026 **Author:** David Gianatasio **Content:** Waitstaff at a greasy spoon keep radically overfilling coffee cups. The java spills across tables and makes puddles on the floor. They go wild with the whipped cream, too. No tip for you! But Anna Kendrick seems to be enjoying herself in this :30 from LPL Financial: You want fries or a towel with that? “We had created a rig that controlled the amount of coffee pouring out of the carafe to protect Anna from the spillage,” Gavin Lester, CCO at Zambezi, which made the commercial, tells Muse. “That said, the rig had to be reset with every take. Eventually, Anna just said to turn the rig off and pour away. Coffee went everywhere—but we got the shots in half the time.” Method acting. Cool. It’s more relatable, perhaps, than last year’s LPL-Kendrick collab with the actress lugging around [huge swaths of parkland](https://musebyclios.com/film-tv/anna-kendrick-drags-around-a-huge-swath-of-parkland-for-lpl-financial/). The fresh campaign, directed by [Tucker Bliss](https://www.tuckerbliss.com/) through Reset, breaks today during ESPN’s coverage of the NCAA College Football Championship Game during and the Australian Open. Elements will roll out across TV, digital and OOH as well. Predictably, the BTS reel is a mess: ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Film and TV **Tags:** Anna Kendrick, Zambezi **Sections:** Entertainment, Trending --- ### [Quality Meats to Create First National Super Bowl Ad for Manscaped](https://musebyclios.com/super-bowl/quality-meats-to-create-first-national-super-bowl-ad-for-manscaped/) **Published:** January 22, 2026 **Author:** Amy Corr **Content:** Manscaped is headed to the Super Bowl with its first national TV spot. The ad from Quality Meats will launch a new brand platform, “Mancare Your Everywhere.” A :15 teaser shows a clump of (everywhere) hair gathering in a shower drain. Midway through, the hair opens its blue eyes. Frequent brand pitchman [Pete Davidson](https://www.youtube.com/watch?v=gqceI4x3uNg) won’t be a part of the Big Game spot. All we know so far is “you won’t miss it, but it might miss you.” Hairy power ballad? The ad will run prior to kickoff during the Feb. 8 NBC telecast. “Because shaving, after all, is its own kind of pregame ritual,” Manscaped says in campaign materials. “The spot taps into the energy, anticipation and excitement of the day at the exact moment when the Super Bowl experience truly begins.” ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Super Bowl **Tags:** Manscaped, Quality Meats **Sections:** Entertainment, Trending --- ### ['Get a Mac' Spoof Leads Our 5 Ads of the Week](https://musebyclios.com/advertising/get-a-mac-revival-leads-our-5-ads-of-the-week/) **Published:** January 22, 2026 **Author:** David Gianatasio **Content:** **[The Best: Justin Long and John Hodgman Reprise ‘Get a Mac’](https://musebyclios.com/health/justin-long-and-john-hodgman-reprise-their-get-a-mac-schtick-for-ozempic-campaign/)**From 2006-09, one portrayed a Mac, the other a PC. Now, they’re dueling GLP-1s. Talk about a sign of the changing times! Justin personifies Ozempic—but can he prevail as he did in Apple’s ads of yore? Yes, it’s wacky. From agency Rogue Producer. **And in no particular order…** **[Dos Equis Brings Back the World’s Most Interesting Man](https://musebyclios.com/advertising/dos-equis-brings-back-the-worlds-most-interesting-man/)**Another classic returns, as Jonathan Goldsmith revives his super-suave character. At 87, dude’s still pouring on the smooth, golden charm. Though now he digs beige, too. From Le Pub N.Y. **[Panda Express’ Lunar New Year Is Uplifting in More Ways Than One](https://musebyclios.com/advertising/panda-express-lunar-new-year-ad-is-uplifting-in-more-ways-than-one/)**We know this tale will end well. So it’s more about the journey, via magic flying lantern, than the destination. Engaging, hand-drawn 2D animation from Opinionated and director Slimane Aniss. **[Splashy: Anna Kendrick’s Coffee Cup Overflows for LPL Financial]( **Categories:** Advertising **Tags:** Brookvale Union, Dos Equis, LPL financial, Ozempic, panda express **Sections:** Entertainment, Trending --- ### [The Future of Creativity Is Being Written in Lines of Code](https://musebyclios.com/partner-content/the-future-of-creativity-is-being-written-in-lines-of-code/) **Published:** January 23, 2026 **Author:** David Gianatasio **Content:** There is a popular philosophical debate that questions whether true creativity requires consciousness. Philosophers like John Searle have long argued that machines cannot have subjective experiences or qualia—therefore, they cannot truly understand or create in the same way humans do. Other philosophers take a functionalist approach and dismiss the importance of consciousness altogether. The debate remains to this day, but many believe the future of creativity could hinge on how sophisticated technology becomes. ### How AI has influenced different creative fields Simple programs that could interact with humans were first presented to the public in the 1960s. A good example of this is ELIZA, which copied the style of a therapist and responded to typed questions. Many other tools have appeared since then, including some popular options like: - **Claude AI:** known for long and detailed text responses. - **DALL·E:** can generate images from text. - **Sora AI:** used to create realistic video clips from short prompts. - **Stable Diffusion:** to create high-quality images. - **Runway:** makes video production easy with AI-powered edits and scene generation. - **Adobe Firefly:** for designers to adjust images and layouts with short commands. ### Advantages of AI for creative professionals AI tools have had a significant impact on many creative fields, with numerous advantages, including improved output and time savings. Let’s explore more about how creatives can benefit from AI tools today. **Saves time**. One of the biggest advantages for professionals is the ability to complete tasks faster. Designers can now produce high-quality content more quickly than before. This allows them to earn more because they can simply focus on big ideas while AI handles repetitive tasks. **Lower barrier to entry**. More newbies can now express their creativity without years of technical training to create art or videos. They can simply use these AI tools with a lower learning curve to bring their visions to life. **Improved output**. AI-powered algorithms let creative professionals experiment more freely and test hundreds of variations quickly. A designer for a game or [online casino NZ](https://www.leovegas.com/en-nz/) platform can use these smart systems to develop numerous different visuals and personalized interfaces for users in a matter of minutes. These same algorithms are often utilized to tailor-make user’s homescreens on streaming services like Netflix and Amazon Prime, showing personalized dashboards based on previously watched shows and movies. **Increased collaboration**. The idea that humans can continuously work with machines to produce new forms of art feels like a dream come true. The mix of human emotion and computational power can create styles and techniques that neither could achieve on its own. ### Criticism of AI in the creative field Many people still criticize the use of AI to develop creative work, and one of the main reasons for this is that AI lacks genuine emotional and cultural depth. For example, in the creative writing industry, many online platforms use AI to draft articles, but these write-ups have a familiar rhythm and tone that can seem robotic—and are usually easy to spot. Another reason for the criticism is that original human creativity might lose its value. Many believe that truly unique human-made work could get buried or underappreciated as AI-generated content floods the market. This can lead to[ job losses for many creative professionals](https://www.techtarget.com/whatis/feature/Will-AI-replace-jobs-9-job-types-that-might-be-affected) who already worry that AI will replace their roles. In May 2023, the Writers Guild of America went on strike over pay and fears about the replacement of writing jobs with AI. In July of the same year, SAG-AFTRA, the union for US actors, went on strike for 118 days because members wanted stronger protections against studios using AI to copy or replace actors. Questions about who owns AI-generated content remain unclear, which can lead to disputes between programmers and the AI companies. ### What does the future of creativity look like? Genuine innovation and the power of personal experience cannot be created by machines. Empathy is a core element of emotional intelligence, and it forms the foundation of human creativity. It helps creators build meaningful connections with their audience and writers to develop characters that show the full range of human emotions. Directors who help actors convey genuine emotions also rely on this ability. There is no denying that AI is a valuable tool for the creative industry. It is fantastic for people who want to automate repetitive tasks or generate fresh ideas. But the human element remains essential to push creativity forward. So the future of creativity still depends on humans and how they are able to[ turn algorithms into brushstrokes](https://musebyclios.com/eurovisions/can-artists-turn-algorithms-into-brushstrokes/). The technology is still in its infancy, and we can’t wait to see how much better it gets. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Partner Content **Tags:** AI, Atlas SEO **External partners:** Atlas SEO **Sections:** Community Voices --- ### [The Super Bowl Isn’t a Creative Outlier. It's a Cultural Mirror](https://musebyclios.com/musings/the-super-bowl-isnt-a-creative-outlier-its-a-creative-mirror/) **Published:** January 21, 2026 **Author:** Amy Corr **Content:** Every February, the advertising industry treats the Super Bowl like a creative holiday. Budgets balloon. Celebrities multiply. Expectations soar. And yet, year after year, the same uncomfortable truth emerges. Even the biggest stage in advertising doesn’t magically make ads effective. The Super Bowl isn’t a creative anomaly. It’s a magnifying glass. What works there tends to work everywhere else, and what fails there usually fails quietly the rest of the year. At System1, we’ve tested every Super Bowl ad with real people for the past six years, more than 90,000 consumers, alongside millions more across everyday U.S. advertising. What we’ve learned is refreshingly unglamorous. Effectiveness doesn’t come from spectacle. It comes from emotion, consistency and clarity. **If People Don’t Feel, They Don’t Buy** Creative effectiveness starts and ends with the consumer. When we test ads, we don’t ask people what they think. We measure how they feel. Decades of behavioral science tell us why: emotional response is far more predictive of real-world behavior than rational evaluation. Ads that generate strong positive emotion are significantly more likely to drive long-term brand growth. Ads that create emotional intensity, positive or negative, are more likely to drive short-term sales. The true enemy of effectiveness isn’t bad taste or controversy. It’s neutrality. And here’s the reality check: most advertising is neutral. Around half of all ads sit squarely in the middle on emotional response. Just 1 percent create the kind of feeling strong enough to separate a brand from its competitors and deliver meaningful market share growth of around 3 percent. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/01/21120455/chart1-1.jpg)Super Bowl ads do slightly better than the norm, but not by as much as their price tags would suggest. **Bold Beats Safe. Every Time.** Great advertising tells stories. And effective stories move people. Some create tension and resolve it. Others take viewers on an emotional journey with peaks, dips, and surprises. What they share is a willingness to avoid the mushy middle. That often means embracing negative emotion in small doses—sadness, fear, discomfort—before resolving it into something hopeful or joyful. Ads that dare to go there are remembered. Ads that play it safe are forgotten. The lesson here isn’t to shock for shock’s sake. It’s to stop mistaking politeness for effectiveness. Feature-heavy ads, testimonial montages and inoffensive storytelling don’t build brands. They quietly disappear. **The Most Powerful Super Bowl Ads Aren’t New** When we look at the most commercially effective Super Bowl ads over time, those that combine emotional impact, sales response and brand recognition, a clear pattern emerges. The winners aren’t usually the most novel. They’re the most familiar. Think the Budweiser Clydesdales. The M&M’s spokescandies. Brands that return year after year with recognizable characters, assets and ideas consistently outperform those chasing one-off fame. That’s not an accident. Brand-owned characters outperform celebrity led ads by nearly a full effectiveness star on average. They drive stronger sales response. They deliver better brand recall. And unlike celebrities, they don’t leave you scrambling when a scandal hits or a contract expires. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/01/21121015/Chart2-1.jpg)Celebrities can work, but only when brands commit to them long enough for familiarity to compound. When the same celebrity appears consistently across campaigns, like T-Mobile’s dynamic Super Bowl duo of Zach Braff and Donald Faison, effectiveness rises sharply. The problem is that consistency is hard. Characters, however, are brand-owned shortcuts to memory. They take time to build, typically a few years, but the payoff grows. By year five, character-led advertising delivers meaningful share gains. The brands that benefit are the ones willing to invest past the first campaign. **Your $8 Million Problem: Brand Recall** There’s another hard truth hidden in Super Bowl advertising, one that should make CFOs wince. Last year, average brand recall across Super Bowl ads was 79 percent. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/01/21121147/Chart3-1.jpg)That means roughly one in five viewers couldn’t confidently tell you which brand an ad was for. Why does this happen? Because some Super Bowl ads prioritize suspense over signals. Brands hide until the end, hoping the reveal will feel cinematic. But effectiveness doesn’t require heavy handed logos. It requires distinctive brand cues, colors, characters, packaging and sounds, woven naturally throughout the story. When ads consistently embed enough of these cues, brand recall can reach 100 percent. Not eventually. Immediately. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/01/21121209/Chart4-1.jpg)**The Super Bowl Lesson That Actually Matters** The biggest mistake marketers make is assuming the Super Bowl requires a different rulebook. It doesn’t. The same principles that drive effectiveness on the biggest stage apply to everyday advertising: make people feel something, show up consistently, and make sure they know it’s you. The Super Bowl doesn’t reward bravery because it’s special. It rewards bravery because bravery works. The question isn’t whether your brand can afford to advertise like this once a year. It’s whether you can afford not to do it the other 364 days. ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Musings, Super Bowl **Tags:** System1 **Sections:** Community Voices, Entertainment --- ### [A Telenovela Unfolds in Philippine Airlines' Safety Video](https://musebyclios.com/travel/a-telenovela-unfolds-in-philippine-airlines-safety-video/) **Published:** January 15, 2026 **Author:** Amy Corr **Content:** It’s hard to get passengers to pay attention to in-flight safety videos. So Philippine Airlines gave theirs a telenovela twist. Clocking in at over 6 minutes, the film from BBDO Guerrero rolls out important safety procedures along with a love triangle. The “Safetynovela” features many of the country’s top destinations, including Bohol, Boracay, Pangasinan, Malcapuya Island in Palawan and the historic Daraga Church in Albay. But viewers need to know if a bride-to-be will marry the rich man her family prefers or follow her heart and wed the man she loves. A great touch was having the oxygen masks drop during the pivotal church scene. Play “This project demanded precision. We had to deliver regulatory safety information clearly while crafting a story compelling enough to hold one’s attention to the end,” says Caleb Cosico, CD at BBDO Guerrero. “Every scene had to be emotionally expressive but functionally instructional. That tension pushed us to elevate the craft at every turn.” Directed by Marius Talumpas and starring Kelley Day, Jay Gonzaga, Khalid Abdullah, Maritess Joaquin,and Robert Seña, the Safetynovela is part of the airline’s “Care That Comes from the Heart” initiative. “From a storytelling perspective, we were very intentional in integrating important safety instructions into the narrative,” says Mica Dela Rosa and Caleb Cosico, CDs at BBDO Guerrero. “For example, the bumpy road on the way to the wedding became a metaphor for turbulence, complete with the lighting up of the seatbelt sign on the dashboard. During the shoot, Philippine Airlines cabin and safety teams were present to ensure every safety prop was accurate and every instruction demonstrated correctly. From the height of the overhead bin, to the distance of oxygen masks dropping down, and even the exact placement and handling of the life vests. Every frame was carefully considered and crafted to serve both the story and the safety message.” ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Travel **Tags:** BBDO Guerrero, Philippine Airlines **Sections:** Trending --- ### [Clio Health and World Woman Foundation Launch Women's Health Platform ](https://musebyclios.com/health/clio-health-and-world-woman-foundation-launch-womens-health-platform/) **Published:** January 22, 2026 **Author:** Amy Corr **Content:** The World Woman Foundation—a global organization dedicated to advancing women’s equity and leadership—and Clio Health launched the Clio Health [Women’s Health Platform](https://info.clios.com/womens-health-platform26) to recognize and elevate creative work that advances women’s health. A digital hub was designed around three pillars: “Celebrate,” “Inspire” and “Connect.” Within the “Celebrate” pillar is a dedicated Women’s Health Speciality Medium, a new Clio Health Award. It recognizes work that uses innovation to highlight and address issues specific to women’s health across the life course. The “Inspire” pillar highlights award-winning women’s health creatives and shares interviews with change-makers shaping the field across agencies, brands and organizations. “Connect” fosters a collaborative community where creatives and organizations can come together to drive new opportunities. “Women’s health has historically been overlooked and underrepresented across healthcare systems, research priorities, and cultural narratives,” says Emily Seal, executive director of Clio Health. “The Clio Health Women’s Health Platform was created to address that gap by elevating creative work that brings greater visibility and urgency to women’s health.” ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Clio Awards, Health and Wellness **Tags:** Clio Health **Sections:** Lifestyle, The Clios --- ### [McDonald's Is in a Pickle—and Lovin' It](https://musebyclios.com/advertising/mcdonalds-is-in-a-pickle-and-lovin-it/) **Published:** January 20, 2026 **Author:** David Gianatasio **Content:** We live in a wondrous world where pickles—those briny [media darlings](https://adage.com/brand-marketing/food-beverage/aa-pickle-flavor-product-trends/)—are bankable currency, thanks to a digital push in the Nordics from McDonald’s. Now, when customers delete pickles from their app or kiosk orders, they’re placed in a digital “bank.” Up to four of the sour, salty slices can then be “withdrawn” for free and added to meals by some other diner. “This idea is built on the simple truth that no topping sparks more emotion than a pickle,” says Tim Fremmich, creative director at Nord Copenhagen. “By tapping into the pickle debate that lit up social, and the playful rivalry between pickle lovers and haters, we turned a preference into a shared experience.” The work breaks this week across social media. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/01/20125305/pickles-4.jpg) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** McDonald's, nord copenhagen, Nord DDB **Sections:** Trending --- ### [Panda Express' Lunar New Year Ad Is Uplifting in More Ways Than One](https://musebyclios.com/advertising/panda-express-lunar-new-year-ad-is-uplifting-in-more-ways-than-one/) **Published:** January 21, 2026 **Author:** David Gianatasio **Content:** Welcome to the Year of the Fire Horse. Get ready to shed some tears—just a few—thanks to Panda Express and Opinionated. The pair collaborated with Passion Pictures on the fanciful 2-minute animated film below, with a doctor dad called away to the hospital, leaving his young daughter oh so sad. Now, this is a Lunar Year Spot, so there’s zero tension from the get-go. We know everything’s going to work out fine. The mission is to keep eyeballs engaged, with an emotional payoff in the end. While pretty low key, “Wishes” achieves that goal. It’s two-hanky stuff (but still potent), with some light moments and a magic lantern helping the story take flight. No AI required, just hand-drawn 2D imagery. The approach diverges from the Chinese food chain’s live-action work late. Such efforts lean into comedy and emphasize family connection through goofy “aunties” who [belt out tunes and behave like action heroes](https://musebyclios.com/advertising/aunties-spring-into-action-for-panda-express/). Here, however, “Animation gave us a new and expressive way to honor the details that make the holiday so meaningful—the preparation of food, the festivals, the togetherness—without being constrained by realism,” Marcelina Ward, account director at Opinionated (now [part of Tombras](https://adage.com/agencies/aa-tombras-acquires-opinionated/)) tells Muse. “It allowed us to elevate these moments, making them feel both specific and universal, grounded in culture yet accessible to everyone.” Ward describes the work as “cinematic, intimate and deeply intentional, with care taken at each stage—from storyboarding and character design to movement, color and pacing.” The objective, she says, was “to ensure the traditions were portrayed with authenticity and warmth. And the 2D brought a softness and simplicity that let emotion lead and allowed food and family to remain at the heart of the story.” That’s all true, though we noticed too many product placements. (This is about Kleenex, not napkins.) Even so, it’s an ebullient excursion. Director Slimane Aniss presents visuals reminiscent of ’90s-style art-house shorts for young people. The message lands in the end. Ultimately, this one’s all about the whimsical ride. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/01/21075529/pandax.jpg) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** lunar new year, Opinionated **Sections:** Entertainment, Trending --- ### [Meat, IRL Meetings and GLP-1s Are So Trendy](https://musebyclios.com/on-trend/meat-irl-meetings-and-glp-1s-are-so-trendy/) **Published:** January 20, 2026 **Author:** Amy Corr **Content:** Nicotine is [safe for work](https://thehustle.co/news/new-silicon-valley-perk-nicotine-pouches-to-make-you-work-harder) again, though it’s not Mad Men Redux. And The Most Interesting Man in the World has [returned](https://musebyclios.com/advertising/dos-equis-brings-back-the-worlds-most-interesting-man/). Who said January was a dead month? Oscar nominations drop on Thursday, so maybe we haven’t hit [peak Chalamet](https://musebyclios.com/year-in-review/these-trends-rocked-the-culture-sphere-in-2025-the-good-the-bad-and-the-chalamet/) after all. And an app in China called [Are You Dead?](https://www.nbcnews.com/world/asia/viral-question-young-chinese-people-living-alone-are-dead-rcna253758) is all the rage. Based on the NFL matchups this past weekend, it doesn’t take a professional oddsmaker to figure that the upcoming conference championships and Super Bowl 60 should blow previous ratings records out of the water. Again, go Rams! But that’s not the only game in town. Check out some non-football-related trends in the media, marketing and pop cultureverse here: ### Manning Up The weight loss discussion—it’s not just for gals anymore. Charles Barkley unveiled his trimmed-down physique on ESPN, aided by his [partnership with Ro](https://www.usmagazine.com/entertainment/news/nba-legend-charles-barkley-shows-off-major-weight-loss-after-glp-1-use/), and an amateur soccer club called [Man v Fat](https://www.nytimes.com/2026/01/11/us/dallas-fat-soccer.html?campaign_id=9&emc=edit_nn_20260112&instance_id=169149&nl=the-morning®i_id=40644470&segment_id=213526&user_id=84a2e060611aee9841ab22f3f521b33c) has expanded its self-deprecating play to four U.S. states from its U.K. home. Last week, Tom Brady became the chief wellness officer for telehealth startup eMed, being dubbed “the newest face of GLP-1s,” though he hasn’t commented on any personal use. During football playoff games, Eli Lilly is airing a commercial with an actor delivering an anti-fat-shaming message. (Viewers have [thoughts](https://www.msn.com/en-us/health/other/new-eli-lilly-and-company-commercial-divides-viewers-over-alleged-pro-obesity-message/ar-AA1TsgtW)). The current male-centric wave isn’t completely without precedent—Rob Lowe has been shilling for Atkins since 2018, the same year DJ Khaled launched a high-profile Weight Watchers campaign. As the American weight-loss market climbs to an estimated $100 billion, propelled by skyrocketing demand for GLP-1s, expect to see more diversity in the formerly female-skewing domain. Play ### Pop-ups Are So Mid IRL is now de rigueur in marketing circles, but the tactic is morphing in some distinctly 2026 ways. Don’t be surprised by last-minute invites that make the event feel spontaneous, no matter how carefully it’s been planned, with bonus points for unique venues and [roving magicians](https://www.thecut.com/article/magicians-in-new-york-city-nightlife-parties.html?utm_source=substack&utm_medium=email). Parties for consumers, influencers and media will involve less gawking and more participating. Think flower arranging, cooking classes, music bingo and other competitions and hobbies elevated with a brand stamp. Having DIY workshops at the center means less pressure and more “soft socializing,” per Eventbrite’s new [“Reset to Real”](https://www.eventbrite.com/social-study-trends/?utm_source=instagram&utm_medium=ebin&utm_campaign=sopi_cual_inf_mpg_mec_me_mum_aet_na_socialstudy2026&utm_content=substack-feedme) study. It also identifies building community, thinking local and layering concepts as hot trends in the experiential space. Consumers are demanding more human-coded, off-script and offline—bonus points for ditching the phone and not posting, a la [camouflage culture](https://ingoodco.substack.com/p/2026-predictions-across-every-category?open=false#%25C2%25A71845-drugs-and-booze). Scrolling and commenting are out, creating and connecting, in person, are in. > [View this post on Instagram](https://www.instagram.com/p/DSfjWPdjdQA/?utm_source=ig_embed&utm_campaign=loading)[A post shared by Matt Starr (@mattstarrmattstarr)](https://www.instagram.com/p/DSfjWPdjdQA/?utm_source=ig_embed&utm_campaign=loading) ### It’s What’s For Dinner The [food pyramid](https://www.facebook.com/HHS/videos/1941951139690875/) is in its MAHA era, flip-flopped to put meat on top as a recommended choice for red-blooded Americans. That’s another kick in the gut to the plant-based protein industry, especially those in the alt meat space who can’t shake the “ultra processed” stigma. As those brands continue to slump, there are other signs of shifting popular opinion, with meat sales in the U.S. hitting a record high of $104.6 billion in 2024. Formerly hot veggie-forward restaurants are closing in New York, Portland and L.A., following a move last fall by the Michelin-starred Eleven Madison Park to drop its plants-only policy and put meat back on the menu. A recent feature in Grub Street examines “How Veganism Got Cooked.” The faux meat category—beset by product, price and marketing problems—was due for a shakeout. How, when or if it can recover is an open question. > Plant-based eating was supposed to be the future, then meat came roaring back. Rachel Sugar reports on how veganism fizzled out. > > — Grub Street (@grubstreet) [January 13, 2026](https://twitter.com/grubstreet/status/2011050406177034396?ref_src=twsrc%5Etfw) ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** On Trend **Tags:** GLP-1, MAHA, Super Bowl **Sections:** Trending --- ### [RSA Films' Luke Ricci on the Evolving Production Scene and How Directors Can Thrive](https://musebyclios.com/film-tv/rsa-films-luke-ricci-on-the-fast-evolving-production-scene-and-the-skills-directors-need-to-thrive/) **Published:** January 21, 2026 **Author:** Christine Champagne **Content:** If you direct or produce commercials and music videos, you want to get on Luke Ricci’s radar. Ricci is the president of Ridley Scott’s RSA Films U.S. operations, where he leads [RSA](https://rsafilms.com/us "RSA Films"), [Black Dog Films](https://blackdogfilms.com/ "Black Dog Films") and [The Directors Bureau](https://www.thedirectorsbureau.com/ "The Directors Bureau"). Across each of those properties, he is passionate about supporting talented creatives. Here, Ricci reflects on his early days in production and how the industry has changed through the years. He also offers advice for filmmakers who are starting their careers and dream of landing a spot on the RSA roster. **MUSE: How did you get into the business, and why did you gravitate toward producing?** Luke Ricci: I went to AFI for screenwriting and realized fairly quickly that I wasn’t a writer. So I started producing everything and anything I could put my hands on. That revealed my biggest strength was helping creative minds realize their visions. My true passion is assembling the ingredients and working through the processes to empower the voices I believe in. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/01/21054005/LUKE.jpg)Luke Ricci**Did you have a mentor, and is that something you pay forward?** Michael Sagol from Caviar gave me my first shot and was a generous teacher. I try to help people I believe in and feel strongly about helping the next generation grow into the biggest shoes they can fill. Everyone benefits when we all get better at what we do. So it’s valuable to help others and foster the best creative community. **Did you ever imagine you would run a company with a legacy like RSA, and how does it feel to be in that role?** Ridley Scott has always been a hero of mine, and I’ve long admired the company. It was always a dream to lead a legacy company like RSA, but I can’t say I had the foresight to imagine such a role. I’ve always felt capable of making the most of anything thrown at me and pride myself on making the most of any opportunity that comes my way. Having this kind of opportunity is unique and extraordinary, and it’s been a perfect confluence of timing, experience and ambition. It makes me feel grateful for the role every day. I love this job, the team we’ve built and our directors. Play Allstate: Mayhem “Action Hero”**What is the secret to the company’s success?** One foot after the other. Building foundational blocks one at a time. Sticking to the fundamentals of great production. Great work. Great directors. Great producers. Exceptional client service. Solving any creative challenge that comes through the door. Preserving the legacy of the company while evolving it as the world around it changes. **What does it take for a director to earn a spot on your roster?** Being an exceptional storyteller, a master of film craft and having a voice. Being a relentless hustler. **Any advice for directors who want to break into the industry?** Truly understand how to tell a story. Make as much content as possible. Every day. Directors can’t sit around, waiting for an opportunity. You have to make your own hustle, and the tools have been democratized for all of us. As a director, you are a part of the sales process. If you’re not, you’re done. Learn about AI. It’s going to allow you to execute much bigger scope and scale with fewer resources. Understand how to deploy emerging tech in the filmmaking workflow, so you can control more of your ability to make projects on a regular basis. Use every tool to get your work in front of the people who hire directors. Build your creative brand and social presence. Ingest as much inspiration from different art forms and formats of artistic expression: literature, science, technology and nature. Be curious. Listen, read, explore. Learn to tolerate discomfort in all of its shapes and sizes. Keep pushing. **How has commercial production changed since you began your career?** I feel like I could write a very long essay on this because there’s so much that has changed. But here’s a stab at some of the answer. The shift from terrestrial TV to streaming and the dominance of digital media and social channels have influenced a lot of the changes. What this has impacted is the sheer volume of advertising content and many different budget levels. \[Today, there’s a need for\] more deliverables on countless media channels. At the same time, there’s more competition as content creation has become more accessible to the masses. And content is consumed much faster—that has made all content more disposable. Despite challenging conditions, I do think that there’s never been more opportunity. But staying ahead of the curve will require being vigilant, flexible and creative. **What’s one of your favorite creative projects you’ve worked on?** Allstate Mayhem. Since the initial launch of that character, I’d wanted to work on that campaign. Our work with the brand here was my first opportunity, and it was incredible. I love Mayhem and what he represents. Making that campaign with Jake Scott and our team was so much fun. The Allstate team is par excellence and comes up with the greatest scenarios. We got to smash a car with a giant rock, crash a Mustang through a fruit stand, flip it on a ramp on the Paramount backlot and then blow it up with a ton of explosives. It was awesome. Play Pepsi x Gladiator II: “Make Your Gameday Epic”Working on the Pepsi x Gladiator II “Make Your Gameday Epic” campaign with the Pepsi client and Paramount Brand Studio was also a highlight. And we just [won a Gold Clio](https://clios.com/winners-gallery/details/200577) for that project, which I’m looking at on my desk right now! **What do you do to recharge your batteries?** Read, spend time with family, get outside—snowboard, bike, hike with my dogs. ![author avatar](https://secure.gravatar.com/avatar/bca57dd4723116a5018776272ebed389875689a3404acf351677240c4d746cec?s=300&d=mm&r=g) Christine Champagne [See Full Bio](https://musebyclios.com/author/christine-champagne/) [ ](https://musebyclios.com/author/christine-champagne/) **Categories:** Film and TV **Tags:** RSA Films **Sections:** Entertainment, Trending --- ### [Matty Matheson Collabs With KFC on Menu Items, Packaging and More](https://musebyclios.com/advertising/matty-matheson-collabs-with-kfc-on-menu-items-packaging-and-more/) **Published:** January 20, 2026 **Author:** Amy Corr **Content:** KFC Canada launched a collab with Matty Matheson that’s “f\*\*\*in good,” per the Colonel himself. In a :60 from Courage, we watch Matheson and Sanders play a high stakes game of poker. The Colonel adds a KFC store to the pot and Matty goes all in and wins! He gets right to work at the store, making changes to the menu and buckets. When the Colonel comes to visit, he’s impressed, calling the menu “f\*\*\*in good.” Menu items like the Matty Melt Slider, Matty Melt Sandwich, Matty Mega Melt Poutine and the Matty Mega Feast launched Jan. 19. Weekly secret menu items will launch in the KFC app. Yes, Chef! ![](https://cdn.musebyclios.com/wp-content/uploads/2026/01/20104202/KFC1-1024x576.jpg)“We didn’t want to make ads about Matty—we wanted to make KFC feel like Matty,” said Joel Holtby, founder and co-CCO of Courage. “Matty represents a kind of loud, generous, unapologetic Canadian food culture that KFC has always been part of. This was about finding that shared DNA and turning it into something people could taste, not just watch.” Later in the month, a Toronto KFC will become Matty’s KFC. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/01/20104205/KFC3-1024x576.jpg) ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Advertising **Tags:** Courage, KFC Canada, Matty Matheson **Sections:** Trending --- ### [Justin Long and John Hodgman Reprise Their 'Get a Mac' Schtick for Ozempic](https://musebyclios.com/health/justin-long-and-john-hodgman-reprise-their-get-a-mac-schtick-for-ozempic-campaign/) **Published:** January 21, 2026 **Author:** Amy Corr **Content:** It’s been 20 years (!!!) since the [“Get a Mac”](https://musebyclios.com/advertising/apples-get-a-mac-the-long-strange-trip-to-a-comedy-classic/) campaign launched with Justin Long in the role of Mac and John Hodgman as a PC. Now, the pair have reunited for Novo Nordisk’s Ozempic. They pay tribute to the legendary Apple commercials while informing consumers that not all GLP-1s are the same. The work from Rogue Producer takes shape as a game show with contestants Ozempic (Long) vs. Other GLP-1s for Type 2 Diabetes (Hodgman). In one spot, the pair must suss out which GLP-1 is FDA-approved to lower the risk of worsening chronic kidney disease. And Oh, oh, oh, it’s Ozempic. Hodgman wins a wheelbarrow full of marbles. “Not all GLP-1s are the same, and people with type 2 diabetes should talk with their doctors about whether Ozempic is right for them,” says Ed Cinca, SVP, marketing and patient solutions at Novo Nordisk. “With our campaign, we’re cutting through the noise with straightforward education about how Ozempic fits into care.” [Another ad](https://www.ozempic.com/only-one-ozempic.html) shows the pair’s attempt at watercolor talk. “Humor has a way of opening the door to conversations people might otherwise avoid,” says Long. “This campaign uses that idea thoughtfully and meets people where they are consuming content while helping them feel comfortable enough to learn more about their health.” And a look back at how it all began: Play ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Ad of the Week, Health and Wellness **Tags:** GLP-1, Novo Nordisk, Ozempic **Sections:** Entertainment, Trending --- ### [This Travel Content Creator Takes Day Trips to Help His Audience Explore Japan, Africa and Brazil](https://musebyclios.com/travel/this-travel-content-creator-takes-day-trips-to-help-his-audience-explore-japan-africa-and-brazil/) **Published:** January 20, 2026 **Author:** Christine Champagne **Content:** Kevin Droniak takes the concept of the day trip to the extreme. This travel content creator routinely jets off from his home base in NYC for quick visits to destinations like Tokyo to enjoy ramen for breakfast; Cairo to soak in the splendor of the Great Pyramids; and Nairobi for on an awe-inspiring safari. > [@kevindroniak](https://www.tiktok.com/@kevindroniak?refer=embed "@kevindroniak")Yes, Tokyo, Japan is a day trip from NYC ✈️🇯🇵 > > [♬ original sound – Kevin Droniak | Solo Travel](https://www.tiktok.com/music/original-sound-7589762715325877023?refer=embed "♬ original sound - Kevin Droniak | Solo Travel") Wherever he goes, Droniak arrives in the morning local time and departs that evening after a full day of activity. He returns home with plenty of memories, a T-shirt to commemorate his trip and lots of content to share on his popular [TikTok](https://www.tiktok.com/@kevindroniak?lang=en "TikTok") and [Instagram](https://www.instagram.com/kevindroniak/ "Instagram") accounts. Here, the globetrotter talks about where his love of travel began, teases upcoming destinations and shares his dream brand collaboration: **MUSE: Did you travel a lot with your family as a kid, or did you discover the joys of travel as an adult?** Kevin Droniak: My family would just go to Florida, which was fun. I grew up in Connecticut, and Florida was a different country to me. It was the far away land. Once I started making my own money, I would save it and go on trips. My first solo adventure was when I went to study abroad \[in London\] in college. That’s what really sparked the whole notion of, “Wow, travel is as fun as I thought it would be!” **How did you become a travel content creator?** I always posted my travels but mostly just took pictures. Once I switched over to making videos, people started to really tune in, and then they *really* started to tune in once I started doing the day trips. The past two years I began to build a community. It is good to do something that’s a little bit niche, and my niche is the day trips. I was doing day trips before I started filming them. And my friends were like, “You should film these.” And that’s what started my series. **What was the first international day trip that kicked off the series on your social media?** The one that kicked off everything was to London in 2024. But my first ever day drip was in 2018 to Puerto Rico. **Of all the places you’ve visited on these one-day trips in the last year, what was the most magical?** My most magical would be when I went to Kenya. I saw the animals you would only see in a zoo, and that was a bucket-list moment for me. Even thinking about it, or looking at pictures, I get emotional because it was so unreal. > [@kevindroniak](https://www.tiktok.com/@kevindroniak?refer=embed "@kevindroniak")Yes, you can go on a safari in Kenya as a day trip from NYC. ✈️🇰🇪 [\#daytrip](https://www.tiktok.com/tag/daytrip?refer=embed "daytrip") [\#kenya](https://www.tiktok.com/tag/kenya?refer=embed "kenya") [\#nairobi](https://www.tiktok.com/tag/nairobi?refer=embed "nairobi") [\#solotravel](https://www.tiktok.com/tag/solotravel?refer=embed "solotravel") > > [♬ original sound – Kevin Droniak | Solo Travel](https://www.tiktok.com/music/original-sound-7555609078301788958?refer=embed "♬ original sound - Kevin Droniak | Solo Travel") **Have you developed an approach or techniques to make the trips go as smoothly as possible?** I try to go with the flow. But there are certain things I make sure I do, like sleeping on the plane so I have the energy when I land for the hours that I’m there. I also try to make sure I have at least 10 hours on the ground somewhere. **When you get home from one of these whirlwind trips, you must be exhausted.** I definitely sleep in the next day. **There is so much pressure on creators to keep releasing content, and you have the added challenge of traveling. What’s your content creation schedule like, and how do you keep from burning out?** Half the week, I’m filming, or even just the two days I’m traveling. The rest of the week I’m editing, but then kind of relaxing. I’m just living my life and editing. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/01/19133639/ENGLAND-1024x683.jpg)Droniak during a jaunt to England.**Can you tease any upcoming day trips?** Every time I post a video, people are like, “You have to do Singapore, because it’s the longest flight from New York.” So, I’m finally going to do it. It’s the longest flight, so I couldn’t just go for the day. I’ll be there for 30 hours. It’s going to be a one-night trip. I also want to do El Salvador. Seoul is another big one. I try to do a big one every few months, and I just did Japan. So now I’ll do more local ones—local to me is a less than seven-hour flight. **Tell me about a recent brand collab.** I just worked with [Lime scooters](https://www.li.me/vehicles/scooter "Lime scooters"). It’s a scooter you can rent with the Uber app. It’s all over Europe. It’s so much more fun than just walking around. I didn’t have to do much to prep because I already used the scooters before, and I just naturally put them in my videos. **Do you have a dream brand collab?** I would love to work with more airlines. I’ve worked with a few before, but it’d be cool to have an airline I’m working with a lot. They could help me go places for free. That’s really the most expensive part of my trips. So, if there is one airline out there that wants to set me up for a long-term partnership, that’d be fun. > [@kevindroniak](https://www.tiktok.com/@kevindroniak?refer=embed "@kevindroniak")Replying to @Big Rob I think I need a financial advisor lol [\#budgettravel](https://www.tiktok.com/tag/budgettravel?refer=embed "budgettravel") [\#iceland](https://www.tiktok.com/tag/iceland?refer=embed "iceland") [\#solotravel](https://www.tiktok.com/tag/solotravel?refer=embed "solotravel") [\#daytrip](https://www.tiktok.com/tag/daytrip?refer=embed "daytrip") > > [♬ original sound – Kevin Droniak | Solo Travel](https://www.tiktok.com/music/original-sound-7522157117730917150?refer=embed "♬ original sound - Kevin Droniak | Solo Travel") ![author avatar](https://secure.gravatar.com/avatar/bca57dd4723116a5018776272ebed389875689a3404acf351677240c4d746cec?s=300&d=mm&r=g) Christine Champagne [See Full Bio](https://musebyclios.com/author/christine-champagne/) [ ](https://musebyclios.com/author/christine-champagne/) **Categories:** Creators, Travel **Sections:** Lifestyle --- ### [Super Bowl, World Cup, Olympics: Putting Fan Opportunities in Focus](https://musebyclios.com/musings/super-bowl-world-cup-olympics-putting-fan-opportunities-in-focus/) **Published:** January 21, 2026 **Author:** David Gianatasio **Content:** The Super Bowl, the World Cup, and the Olympics are three of the loudest reminders we have that fandom isn’t a marketing layer, but the product itself. Different sports, different rhythms, different stakes … but the same underlying question for every brand orbiting these moments: how do you earn fans (and keep them)? Over the last year on Fandom Unpacked, we talked to leaders across sports, Broadway, travel, media and venues—aka, the people responsible for filling seats and keeping audiences coming back. When we stitched those conversations together in our [Year-End Review ](https://www.buzzsprout.com/2449648/episodes/18501027)episode, a few truths kept surfacing. Here are the takeaways I keep thinking about as the world’s biggest fan moments approach: ### Build audiences by expanding the tent, even when it scares your CFO If you want growth, you have to be willing to invite people in before they’re “ready.” That’s true for a World Cup host city, an Olympic sponsor and yes, an NFL team trying to turn a casual viewer into a repeat customer. Nicole Kankam of the U.S. Tennis Association said it plainly when she described launching Fan Week—free access, big investment, real internal worry and then the payoff: “Two-thirds of the audience said, ‘I’m coming back for main draw.’” That’s the bet: not “free vs. paid,” but on-ramp vs. no on-ramp. The Super Bowl is basically the world’s most successful on-ramp—ads, halftime, party culture—where fandom starts as participation and often turns into attachment. And Jonathan Linden of Round Room Live framed the same dynamic from a different angle: If fans can’t get to the thing, bring the thing to the fans, which is the entire logic behind the Formula 1 Exhibition. ### Legacy isn’t your advantage unless you can reinvent it in public The World Cup and Olympics run on legacy, history, tradition and national pride. But legacy brands can get trapped in their own mythology. Amy Wigler at PBS nailed the tension: “I want people to love us for who we are now.” And Jim Moseley at Feld Entertainment described the tightrope brands have to walk: They must honor nostalgia but also deliver something new. So, if you’re a legacy brand heading into one of these mega moments, the question isn’t “How do we remind people of the good old days?” It’s: “How do we make today worthy of becoming someone else’s good old days?” ### Fans can smell a money grab, so don’t treat authenticity like a campaign The most consistent theme across our interviews wasn’t technology. It wasn’t pricing. It was trust. Melissa Anelli of BroadwayCon backed it up from the fan-event world: “Fans can spot authenticity a mile away.” This matters because the Super Bowl, Olympics and World Cup create a gravitational pull for opportunistic marketing. Everyone wants in. Fans know when you’re showing up for the photo—and when you’re building something with them. ### Tech is everywhere, but the winners will use it to enable humanity—not replace it We all feel the AI subtext now. Every organization is aware they “have to do something,” but most aren’t sure what that something is. Janette Roush of Brand USA offered one of the clearest pictures of where this goes: With a personal chatbot on your phone, the new challenge becomes, essentially, how your brand surfaces inside those models. Andrew Recinos of Tessitura gave my favorite guardrail: “Technology should not be replacing meaningful human interaction. It should be enabling it.” In other words: yes, optimize discovery. Yes, personalize. But don’t automate the soul out of the experience. The biggest fan moments are still built on emotion, not efficiency. ### The in-venue experience is the next battleground (and marketers need to own it) A lot of brands still act like “the venue” is operations’ job. Fans don’t experience org charts. They experience friction. Elisa Padilla of the New York Red Bulls described it as “street-to-seat.” Oak View Group’s Tina Heaney urged marketers to stop obsessing over the show and start studying the audience: “Don’t focus on the show or the game, focus on the fans.” If you’re heading into an Olympic or a World Cup year, “fan experience” can’t just mean content and creative. It’s bathrooms, entry, wayfinding, water, lines, signage, staff energy … these are the things fans remember when they decide whether to come back. ### Show up. Because the truth is in the stands, not the spreadsheet The most enduring advice from the year was analog: go see it. Andrew Harvell from Southwest Airlines said it directly: Get out of headquarters and watch the operation firsthand because it creates empathy that no dashboard can. And Anelli described her own ritual: walking the floor mid-event, watching people connect, and letting that be the fuel for the next year. That’s the throughline I’d carry into any “big moment” strategy: don’t just market the experience: experience the experience. The Super Bowl, World Cup and Olympics don’t win because they’re big. They’re big because they’ve mastered the basics: access, identity, story, trust and the lived reality of the fan experience. Everything else is just amplification. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings, Super Bowl **Tags:** Olympics, World Cup **Sections:** Community Voices, Entertainment --- ### [What Advertising Can Learn From Fantasy Football](https://musebyclios.com/musings/what-advertising-can-learn-from-fantasy-football/) **Published:** January 22, 2026 **Author:** David Gianatasio **Content:** Every Super Bowl Sunday, millions of people do something strange. They watch commercials … on purpose. But what’s even stranger is *how* they do it. They debate winners and losers. They post highlights on Instagram and roast bonehead strategies in group chats. They even delight in trick plays—like when Tubi had my dad [angrily reaching for the remote](https://www.youtube.com/watch?v=73p4lL1iq7w). They laugh. Sometimes they cry. And inevitably, they insist that this year’s lineup isn’t nearly as good as it was “back in the day.” If you’re a Cowboys fan, that last part should sound hauntingly familiar. In other words: they behave exactly like sports fans. **Advertising Is Already a Sport** Advertising, at its best, is a sport. The screen is our field. Creativity is our playbook. And it’s a game of inches for the scarcest resource of all—attention. (Cue Al Pacino yelling at a room full of junior creatives.) So, it’s no surprise that sports and advertising are inexorably linked. According to the Sports Business Journal, of the 100 top-rated TV shows in 2025, [96 were live sports](https://www.sportsbusinessjournal.com/Articles/2025/12/30/sports-make-up-96-of-top-100-telecasts-in-2025-tying-an-all-time-record/). Streamers are fighting over rights. Brands are lining up for partnerships. In an increasingly fractured media landscape, live sports, like the Indiana Hoosiers and Curt Cignetti (“Google him!”), remain undefeated. If advertising wants to stay culturally relevant, it should probably learn from sports culture. And like any sport, the fun isn’t just in watching—it’s all about participation. **Stuck on the Sidelines** With the lone exception of the time we frantically entered a DoorDash promo code the length of a Sean McVay play call, Super Bowl advertising is mostly a one-way street. Movies have Letterboxd. Sports have fantasy leagues. Books apparently have … steamy dragon fan fiction. Every major form of entertainment has figured out how to turn audiences into active participants rather than passive consumers. Except us. Advertising has … X? Grok, please don’t put my ad in a bikini! **What If We Let People Play?** That question led us to a small experiment called Fantasy Brands. What would happen if we treated Super Bowl commercials like a game of fantasy football? If people drafted brands instead of players? If ads earned points based on how audiences and industry experts rated them—Rotten Tomatoes-style? The idea started in ad school and lived for over a decade as a messy spreadsheet shared with friends and family. We assumed only ad nerds would care. We were wrong. Year after year, we got requests from people with zero connection to the industry—parents, quirky aunts, kids and some mildly intelligent dogs—asking to play. They cheered when their ad crushed it. They mourned bad ads like game-deciding interceptions. They talked trash. They had fun. And they always asked if we were doing it again next year. **Turning Consumers into Fans** So why does this work? The shift, from casual viewer to participant, is a literal game changer. When people can play, they pay closer attention. They remember more. They care more. And for one night a year, commercials aren’t a break in the action. They are the action. So why not give people a way to get in on it? Not just with better content, but with a gamified experience. Because advertising is a sport. And sports don’t survive on passive viewers. They thrive on fans. Even Bears fans. God bless them. If you want to learn more about Fantasy Brands, visit [playfantasybrands.com](http://playfantasybrands.com). And if you work in advertising and are interested in helping rate this year’s ads as part of our Industry Panel, you can reach us at info@playfantasybrands.com. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/01/22080211/BD-1.jpeg)The authors share a calm, branded moment. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings, Sports, Super Bowl **Tags:** GSD&M **Sections:** Community Voices --- ### [Hands-Free Tennis Racquets Debut Down Under](https://musebyclios.com/worldviews/hands-free-tennis-racquets-debut-down-under/) **Published:** January 20, 2026 **Author:** David Gianatasio **Content:** Here are some notable campaigns that broke far and wide in recent weeks, curated by Muse sibling [Ads of the World](https://www.adsoftheworld.com/). ### Brookvale Union, ‘Keep the Nonsense Flowing’ Agency: Hello Timed to the Australian Open, Hello has launched an [integrated campaign](https://www.adsoftheworld.com/campaigns/keep-the-nonsense-flowing) for Brookvale Union, fronted by a hero film starring Tommy Armour and Lachy McIntyre. The work celebrates absurd Australian summer moments while spotlighting key products and introducing the world’s first hands-free tennis racquet. It reinforces Brookvale’s irreverent tone, ensuring fans can keep a Brookie in hand while enjoying sport. Play ### United Nations, ‘Inheriting a Green Planet’ Agency: Viral Agency In Mongolia, the social campaign [“Inheriting a Green Planet”](https://www.adsoftheworld.com/campaigns/inheriting-a-green-planet) spotlights young herders combating desertification by blending traditional knowledge with innovative land restoration techniques. The film reframes a familiar issue beyond statistics, highlighting nature as shared heritage and showing that protecting the land is a collective responsibility. The goal: engage both urban and rural audiences. Play ### Seara, ‘Mind Player: a Snack-Time Experiment’ Agency: Druid Inspired by Stranger Things, [Seara’s “Mind Player”](https://www.adsoftheworld.com/campaigns/mind-player) lets users control on-screen characters using their minds, keeping their hands free to enjoy snacks. Part of the brand’s Netflix partnership, the experience was showcased by top Brazilian gamers and expanded into a large-scale live event installation, recreating the eerie Hawkins National Laboratory for thousands of fans. Play ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Worldviews **Tags:** Brookvale Union, seara, United Nations **Sections:** Trending --- ### [Why Taste—not Talent or Tech—Offers the Real Advantage](https://musebyclios.com/musings/why-taste-not-talent-or-tech-offers-the-real-creative-advantage-right-now/) **Published:** January 19, 2026 **Author:** David Gianatasio **Content:** For years, creative conversations have revolved around talent. Who has it, how to spot it, how to scale it. More recently, attention has shifted to AI and all things technology—new tools, new platforms, new efficiencies promising to unlock creativity faster than ever. But beneath the noise, something quieter is happening. As tools become more powerful and more accessible, the real differentiator is not talent or technology. It’s taste. AI hasn’t killed creativity. What it has done is expose a gap. When anyone can generate ideas instantly, output stops being the problem. Selection becomes the work, taste shows up in what gets kept, what gets cut and what gets ignored. That distinction is becoming clearer across creative disciplines. Tools can produce options, but they can’t tell you which option matters. They don’t know when something feels finished—or when it’s merely complete. That pattern became increasingly hard to ignore while creating the [2026 Recess Creative Playbook](https://www.cometorecess.com/playbook2026), through conversations with 48 creatives working across more than 20 countries. This is where deep reference knowledge suddenly matters more than ever. Otto Plesner, creative director at RenaiXance, says, “For visual worlds: learn your history. Know good references for painting techniques, lighting, or artists of the past that you really love. That way you can give AI influence by knowing exactly what aesthetic you seek to achieve.” The quality of the output is inseparable from the quality of the input—and taste is what shapes both. This is also why many creatives are increasingly skeptical of AI’s authority. Not because it isn’t capable, but because capability isn’t the same as judgment. As Gustavo “Goose” Solis, ACD at Spotify, offers bluntly: “I personally believe AI has terrible taste. So I prefer to use my terrible taste than ChatGPT’s.” For most, AI is assistive rather than aspirational. A way to speed up early stages, organize thinking, or explore directions—but rarely a source of final decisions. The danger isn’t replacement. It’s resemblance. When tools are trained on what already exists, they tend to reinforce what’s familiar. Without strong editorial judgment, creative work begins to converge. Different inputs, similar outcomes. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/01/19120259/taste-3b.jpeg)Tony Bowe, a junior art director at Leo Burnett, actively pushes against that sameness. He says, “It definitely has raised the bar in the ideas I come up with. I now fear going to meetings with basic-sounding ideas that people might suspect are generated by ChatGPT. This makes me go the extra mile to bring human, interesting, original ideas.” This is also why imperfection has gained value. When polish is easy, taste shows up in restraint. In leaving things slightly unresolved. In protecting the human signal inside the noise. As Ledeebari Nwizug, senior copywriter at Spice 360 Ltd., notes, “AI would never use improper grammar—but some great copy only works because it’s technically wrong. AI isn’t on the streets. It wouldn’t know how I jumped on a bus in Lagos and a conductor begged me for my banana.” Taste lives in lived experience, not just pattern recognition. This is where taste reasserts itself as a creative advantage. Not as a mysterious instinct, but as a practiced skill: editing, restraint, knowing when to break the rules and why and the ability to say no to ideas that technically work but don’t feel necessary. The future of creativity won’t be decided by who adopts new tools first. It will belong to those who can filter well, recognize when something is technically impressive but creatively empty and understand that originality often comes from subtraction. Technology will keep evolving, and talent will remain unevenly distributed. The ability to decide what’s worth keeping and guide new tools in the right direction may be the most durable creative advantage we have right now. Technology is useful. But taste is non-negotiable. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings **Tags:** AI, Recess **Sections:** Community Voices --- ### [White Castle, GSD&M Work the Knight Shift](https://musebyclios.com/advertising/white-castle-works-the-knight-shift/) **Published:** January 16, 2026 **Author:** David Gianatasio **Content:** Do you see doppelgängers all around town—exact duplicates, wearing your clothes but hiding their heads beneath cheesy knight’s helmets? Hopefully not. But if one rides in on a golden charger, never fear. That’s just your White Castle craving personified. Silly stuff indeed, rolling out this week from GSD&M: If that’s not self-consciously wacky enough, here’s a joust (of sorts) in the supermarket aisle: “White Castle has one of the most devoted fan bases in fast food, and we wanted to make that craving impossible to miss,” says Jay Russell, CCO at GSD&M, which developed the work. “This campaign literally brings the urge for a slider to life, making it undeniable.” [Steve Miller](https://www.radicalmedia.com/us/directors/steve-miller?reel=commercial) directed through RadicalMedia. Younger audiences are the general target, so we get high-concept, low-frills absurdity. Is it snackable? Guess that depends on what you’re craving in those feeds. “Numerous actors wore the helmet,” agency GCD Wade Alger tells Muse. “But a funny thing happened when they did. When they put on the helmet it transformed them into a different person in terms of the way they moved, body language, their head turns, etc. It became instantly way funnier. Different, but in a good way.” Notably, Gwynne Phillips and Jonah Wineberg donned the headgear in the spots above. Well played, tin-heads! The initiative runs across CTV, OLV, display, radio, social platforms and influencer partnerships. (Make MrBeast wear the helmet. That should be worth a few clicks!) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** GSD&M, White Castle **Sections:** Trending --- ### [Norwegian Cruise Line's Blasts From the Past](https://musebyclios.com/advertising/norwegian-cruise-lines-blasts-from-the-past/) **Published:** January 12, 2026 **Author:** David Gianatasio **Content:** Adland’s colonial history lessons continue. Last week, we learned that [Benjamin Franklin ](https://musebyclios.com/advertising/the-new-york-lottery-is-all-about-the-benjamin-franklins/?utm_medium=email&_hsenc=p2ANqtz-_bsgt-Z4qqZi0c6jawqDq-6FtZfTzLnk_QBxJZTU4sR5g1QHWVRemsTvtxpJ17PB0pyIZyTADBJBSdFw8wLMC8BxAotA&_hsmi=398006861&utm_content=398006861&utm_source=hs_email)loved playing the New York Lottery and cloned himself. Now, we’re informed that ye-olde Royal Navy sailors preferred flip-flops to leather shoes with brass buckles. (We’d long suspected as much). They’ll be in the scuppers by lunchtime. This marks Norwegian’s first voyage with Arnold Worldwide, and it revives the brand’s Clinton-era tagline “It’s Different Out Here.” O Positive’s Jim Jenkins—best known these days for [his work on Uber Eats](https://adage.com/creativity/work/aa-uber-eats-football-is-for-food-bradley-cooper/)—directs with flair. “This is a pivotal moment for Norwegian Cruise Line,” says brand CMO Kiran Smith. “We’re not just launching a campaign—we’re re-anchoring our brand in the values that have always set us apart: freedom and flexibility.” Arnold ECD James Bray adds that the work strives to “breaks from the industry’s obsession with ‘bigger’ and celebrates NCL’s pioneering spirit, inviting travelers to experience a journey where presence and connection matter most.” A friendly, accommodating vibe might seem an obvious course to chart. But in a category rife with mid-ocean spectacle and port-of-call promises, it feels refreshing to chill with humor and a decidedly personal touch. For the 18th-century footage, Arnold filmed on a soundstage in Spain. The team used historically accurate, full-scale ship sets and “nearly everything was built practically, aside from backgrounds and a few of the wide shots,” agency VP, creative director Pat Harrington tells Muse. For the contemporary scenes, “We shot aboard the Norwegian Viva docked in Barcelona for one day, capturing all onboard scenes while guests explored the city.” The work rolls out this week across TV and digital platforms. **UPDATE 1/20 – Anchors aweigh! More ads just dropped:** Play Play Play ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Arnold Worldwide, norwegian cruise line **Sections:** Trending --- ### [Creative Leadership Coach June Laffey on Helping People Shine](https://musebyclios.com/health/creative-leadership-coach-june-laffey-on-helping-people-to-shine/) **Published:** January 20, 2026 **Author:** Shahnaz Mahmud **Content:** [June](https://www.junelaffey.com/) is not your ordinary creative coach. She helps leaders get unstuck and rise through the ranks. How? With a heap of insights, tools, strategies and experience nurtured over 30 years in creative leadership and international award-show judging. Her mission is to nurture creative leaders and guide them until they believe in themselves. ### How did you get started in the marketing biz? I started in advertising well after [Mad Men](https://en.wikipedia.org/wiki/Mad_Men), but at a time when we still spliced audio tape and AI was not even glint in Father Technology’s eye. I got my first advertising job in the U.K. When my Aunt Peg pegged it and left me some cash, I legged it to Australia. That’s where my career really began. After a brief stint at PNG, I worked my way through the ranks in Sydney, Southeast Asia and the U.K., with my three-decade leadership career culminating as CCO at [McCann Health’s](https://mccannhealthmm.com/) flagship office in New York. ### How did you get into creative coaching? Helping people shine has always been my passion. Giving creatives the confidence, insights and tools to be better leaders and better people not only lifts the individuals, but also the industry. When I returned to Australia to be with my kids through Covid, coaching future creative leaders seemed like a no-brainer. Being unable to find a coach with leadership experience to guide me in the U.S., I realized there was a gap in the market. And more importantly, there was the chance to build careers and make a difference. ### How has creative coaching changed during your tenure in its ranks? My approach is tailored to individual needs, and while there are certain commonalities, everyone needs development in different areas. For example, learning the power of delegation or storytelling could be central to one person’s journey, while leaning into creative tools and approaches could be the key to another’s. I craft specific decks for each subject, which my clients can keep. The longer I coach, the more my library of decks grows. ### How did you get interested in the health marketing field? I made a conscious decision to start the new millennium in health comms. Why? Because working on food brands, cruise-line, newspaper and alcohol campaigns just wasn’t floating my boat. I strongly believe that if you can get the right product or service into the right hands at the right time, you can empower—and even save lives. The opportunity to make a difference and do good work in an area that, at the time, was sadly lacking, was so appealing. It was then. It still is. ### What’s your favorite health & wellness campaign of late? I’m going to lean into my fave pharma campaign: from [21 Grams](https://21gramsworld.com/), the incredible comedy series for a rare disease, [Friedriech’s Back](https://adage.com/video/viatris-friedreichs-back-6m38s/). I love it because it crams heavy-duty information into a comedy format, and that is as rare in health as the disease itself. It demonstrates a different approach by an agency for an extremely brave client in [Biogen](https://en.wikipedia.org/wiki/Biogen). ### What excites you most about health marketing today? I am excited about the new talent who are entering our industry because they want to make a difference. Also, I am excited about the many advances in health, including but not limited to AI, personalized treatment, and the emphasis on proactive health, not just curative health. ### How did you get involved with [the Clios’ Next Up initiative](https://musebyclios.com/health/how-nextup-changed-meritxell-ruizs-creative-brain-chemistry/) (which introduces emerging creatives to the judging process)? My experience chairing and judging many international health award shows exposed me to several first time judges, who are whip-smart, but are often intimidated by the experience. And struggle. Together with the Clio Health organizers and the other mentors, we wanted to create a new safe space, one that gave up-and-coming creative leaders the chance to experience the whole judging process, without intimidation, fear or anxiety. Gathering the group together to benefit from guidance, support and community allowed all to find their voice, without the prospect of being judged even more harshly than the work. This was the most heart-warming jury experience of them all. Honest conversations, active listening, changing perspectives and peer support—all with a noticeable lack of ego—made the day refreshingly enjoyable. I shared my own method for judging top creative work in the room: “Head” (does it make you think?), “Heart” (does it make you feel?) and “Hands” (have hands shaped the craft?) To see eyes light up, and have one of the mentees come to me months later telling me this approach had made judging creative work so much easier in her next jury room is gold. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:amy.corr@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** Clio Awards, Health and Wellness **Tags:** June Laffey **Sections:** The Clios --- ### [Rob Riggle Plays a Guac Guru for Avocados From Mexico](https://musebyclios.com/super-bowl/rob-riggle-plays-a-guac-guru-for-avocados-from-mexico/) **Published:** January 16, 2026 **Author:** David Gianatasio **Content:** Avocados From Mexico slathers on the guacamole and AI hella thick for the NFL postseason. Rob Riggle plays a guru who offers game predictions. Actually, Riggle’s avatar provides the analysis. [Located here](https://guacguru.avocadosfrommexico.com/), the content’s highly personalized and constantly updated. It’s based on factors like depth charts and player injuries, keyed to users’ names and favorite teams. Rob’s there just for you, a bro to watch games with, prophesying outcomes and plays. He provides recipes, too. Who needs a flesh-and-blood bestie? “By blending real-time football data, technology and the undeniable appeal of our avocados, we’re creating an experience that not only engages fans with the sport they love but also enhances their celebration of game day,” says brand CEO Alvaro Luque. This approach from agency 270B (with input from[ SportsDataIO](https://sportsdata.io/)) feels in sync with modern times. It’s a nod to the proliferation of automated experiences across sports, providing a measure of entertainment and utility. Plus AFM saves a bungle by not actually running a spot on the Big Game. Now, some consumers [loath overly AI-driven commercials](https://musebyclios.com/musings/ai-didnt-spark-the-mcdonalds-ad-backlash-the-perception-of-laziness-did/). Here, at least, form fits function. You can’t have Rob on call for constant shoots, after all. And the tech’s intrinsic to the campaign, not a crutch or cheat. “We love pushing the envelope of what’s possible,” says 270B CEO Kristian Bottini, CEO of 270B. “‘Prediction Pit’ builds on [last year’s foundation](https://adage.com/article/digital-marketing-ad-tech-news/avocados-mexico-has-ai-generated-gronk-videos-super-bowl-season/2598721/) but evolves it” by providing a fun, “statistically grounded experience” leading into (and during) SB60. Adds Riggle: “I get to deliver predictions that truly evolve with every matchup. Calling the next play? I got you. Calling for more guac? I got you there, too. Think of me as your gameday analyst who takes his guac as seriously as his stats. And trust me—this is just the beginning. I’ll be dropping fresh predictions all season long.” ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Super Bowl **Tags:** AI, Avocados From Mexico **Sections:** Entertainment, Trending --- ### [Peugeot's Towering Tabbies Top Our 5 Ads of the Week](https://musebyclios.com/advertising/peugeots-towering-tabbies-top-our-5-ads-of-the-week/) **Published:** January 15, 2026 **Author:** David Gianatasio **Content:** **[Week’s Best: For Peugeot, Giant Cats Prowl an Awesome Model Town](https://musebyclios.com/advertising/for-peugeot-giant-cats-prowl-an-awesome-model-city/)**We’ll need a ball of string the size of a boulder and all the sardines you can spare! Kaiju-style kitties strut their stuff in fun, floofy fare from production company Hamlet and directors Julien & Quentin. Cutest ad of the year so far. But it’s early. **And in no particular order…** **[The New York Lottery Is All About the Benjamin Franklins](https://musebyclios.com/advertising/the-new-york-lottery-is-all-about-the-benjamin-franklins/)**Benjamins is slang for money? You learn something new every day! A bunch of smiley Ben Franklins bring the funny in McCann’s goofy commercial for the New York Lottery. Directed by Jess Coulter. **[Drop Everything and Watch These Subway Spots Where Stuff Crashes to the Ground](https://musebyclios.com/advertising/drop-everything-and-watch-these-subway-spots-where-people-drop-stuff/)**Street sweepers will be working overtime after Subway finishes shattering huge panes of glass, vases, sofas and more. Some ads are stupid. This one’s stupid good. From the mess-makers at Leo New York and director Francois Lallier. **[Heinz Revamps the Fry Box for Ketchup Lovers](https://musebyclios.com/makers/heinz-revamps-the-fry-box-adds-a-compartment-for-ketchup/)**How lazy are you? So lazy, you need a ketchup compartment attached to your box of French Fries? Heinz and Rethink have got you covered. We can all dunk with confidence now. **[U.K. Convenience Store Startup Embraces Slick Design](https://musebyclios.com/design/u-k-convenience-store-startup-goes-all-in-on-slick-design/)**First there was Prince. Now this. Storrd stocks up on sleek purple signage, digital elements and more in a retro-futuristic debut from Among Equals. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/01/14092612/store-3.jpg) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Heinz, New York Lottery, peugeot, storrd, Subway **Sections:** Trending --- ### [Dos Equis Brings Back the World's Most Interesting Man](https://musebyclios.com/advertising/dos-equis-brings-back-the-worlds-most-interesting-man/) **Published:** January 16, 2026 **Author:** Amy Corr **Content:** After a 10-year hiatus, Dos Equis has revived its “Most Interesting Man in the World” character. What a joy to see Jonathan Goldsmith back in the role. A series of “Least Most Interesting Man” teasers from LePub N.Y. launched last week. Putting an ironic (and purposely dull) spin on the MIM concept, this guy digs beige, build ships in bottles and knows how to keep orchids alive: Play Play In the big reveal that launched today, we find that MIM suffered from amnesia for the last decade, with a lone bottle of Dos Equis in the back of his garage fridge that jogs his memory. A helicopter hoists him from his boring life and he’s back to his previous life, sipping Dos Equis. “We wanted to bring back the character everyone knows and loves, but in a way that no one expected,” says Jim Curtis, CCO of LePub. “So we asked: what if the Most Interesting Man flipped to the mundane side? When we first wrote down ‘stay yogurty,’ our wheels started turning. Could we create a storyline that not only explained his ten year absence, but used the iconic assets of the Most Interesting Man?” Viewers will see more of MIM during the NFC Championship Game on Jan. 25. Future commercials will show him chasing tornadoes, stumping magicians, scaling mountains and more. “The original campaign was TV-focused. Now we’re social-first—building the story in real-time across platforms without even mentioning the brand in teasers,” Curtis tells Muse. “This is demand-driven, not nostalgia-driven but the current warmth towards nostalgia is a bonus. 83 percent of consumers want him back, 82 percent say nothing comparable exists in beer today. That’s not nostalgia—that’s a character who never left culture. Filming scenes was as much fun as watching them. Seeing the Most Interesting Man painting on a mountain top, blindfolded, no green screen, was a real highlight.” Here’s a Muse deep dive into the [original campaign’s rise and fall](https://musebyclios.com/advertising/the-unexpected-rise-and-agonizing-fall-of-dos-equis-most-interesting-man/). ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Advertising **Tags:** Dos Equis, Le Pub, Most Interesting Man **Sections:** Entertainment, Trending --- ### [Fanatics Sends Up Nike's 'Bo Knows' to Trumpet Dan Marino Baseball Cards](https://musebyclios.com/sports/fanatics-spoofs-bo-knows-to-trumpet-its-dan-marino-baseball-card/) **Published:** January 15, 2026 **Author:** David Gianatasio **Content:** Mari-Knows football? Mari-Knows baseball. *Mari-Knows* tennis, volleyball and schlocky Hollywood acting, too? We’re talking about an alternate-universe version of NFL Hall of Fame quarterback Dan Marino. Below, with help from AI, he takes the field, court and spotlight by storm in a cute :90 from Fanatics Collectibles. The brand goofs on Nike’s [legendary Bo Jackson ads of yore](https://www.youtube.com/watch?v=Sb0bFvSf6Gw), transporting us back to 1979, complete with a thumping Kiss soundtrack. Instead of “Bo Knows,” however, we meet a fresh-faced Marino. At the time, he was a standout in baseball and football—though ultimately he focused on the latter and enjoyed a storied career (d’uh). But in this world, Dan’s primed to play two sports and a marketing team salivates over the possibilities … including a rookie baseball card, natch. No such collectible was actually produced in the disco era. But Dan gets his due here in 2026 through special-issue cards from Fanatics’ Topps Bowman set. They show him as a member of the Kansas City Royals (which drafted him so long ago). The campaign zings both sports lore and business tropes to full advantage. Plus there are plenty of Easter Eggs. ([“Laces out”](https://www.youtube.com/watch?v=fIzRQew22qw) indeed!) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/01/15083405/dan-cov.jpg)This marks the third trippy dual-sports issue from Fanatics, following similarly spoofy initiatives featuring [Tom Brady](https://musebyclios.com/advertising/fanatics-collectibles-imagined-tom-brady-as-a-baseball-legend/) and [John Elway](https://www.youtube.com/watch?v=_dxdsU6_ZQY). Indie agency Camp Grizzly helped develop the initiative. John Bonito and Andrew Goodman directed. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Sports **Tags:** Fanatics **Sections:** Entertainment, Trending --- ### [Dave Valese of HoneyProjects on the Importance of Community-Driven Marketing](https://musebyclios.com/2-minutes-with/dave-valese-of-honeyprojects-on-the-importance-of-community-driven-marketing/) **Published:** January 18, 2026 **Author:** Shahnaz Mahmud **Content:** [Dave](https://www.linkedin.com/in/dave-valese-776b7335b/) (aka “Big Dave”) is chief visionary officer of [HoneyProjects](https://honey-projects.com). His portfolio includes the award-winning HoneyGrove dispensary, which curates small-batch, mom-and-pop brands, while uniting cultivators who share Dave’s vision. In 1996, inspired by a cousin’s battle with cancer, he began by blending genetics expertise with a focus on wellness. Today, he leads a filmmaking team for HoneyProjects. We spent two minutes with Dave to learn more about his background, his creative inspirations and recent work he’s admired. # Dave, tell us … ### Where you grew up, and where you live now. I grew up in Bloomfield, N.J., and now I live in Medford, N.J. ### How you first got interested in cannabis. My initial experience was recreational, enjoying its cultural and social aspects. My perspective transformed in 2003 when my cousin was battling cancer. Witnessing his struggle with pain and the heavy toll of opiates was profoundly impactful. I saw how cannabis could alleviate his suffering, offering relief and restoring a sense of dignity. That experience ignited a passion for the plant’s potential to heal and improve lives. It drove me to immerse myself in cultivation, genetics and the wellness side of cannabis. ### One of your favorite projects you’ve ever worked on. Building [HoneyGrove](https://honeygrovedispensary.com/). This went beyond simply opening a dispensary—it was setting a new standard for craft cannabis in New Jersey. We connected with passionate, small-batch cultivators to curate a lineup that’s authentic, high-quality and true to the plant’s roots. But what really lights me up is how HoneyGrove has become a community hub. [We host events with local art, music, food, vendors and good vibes](https://www.instagram.com/honeygrovenj/) that bring people together, break down stigma and show what cannabis culture can be. ### A recent project you’re proud of. We just celebrated the grand opening of [HoneyStash](https://honeygrovedispensary.com/location/metuchen/), Metuchen’s first adult-use dispensary, which has sparked excitement among the local community, [Mayor Jonathan Busch](https://metuchennj.org/government/mayor) and the[ Downtown Alliance](https://www.downtownmetuchen.org/). The energy—from our dedicated team to the live art and music at the grand opening—created [an unforgettable experience](https://njbiz.com/honeystash-metuchen-first-cannabis-dispensary/). ### The biggest challenge cannabis marketers face today, and how to approach it. Navigating restrictive advertising regulations that prevent us from using terms like “cannabis” or boosting posts without risking shadow bans or platform penalties. To tackle this, we focus on authentic storytelling and community-driven marketing, leveraging events, local art collaborations and word-of-mouth. We build trust and connection without relying on traditional ads. ### One thing about how the cannabis industry is evolving that you’re excited about. The rise of organic craft cultivators who are pouring their passion into high-quality cannabis. This shift toward artisanal, sustainable growing practices is bringing back the plant’s authentic roots, prioritizing flavor, potency and wellness over mass production. ### Someone else’s work, in cannabis or beyond, that you’ve admired lately. I’m inspired by [Veda Warrior’s](https://vedawarrior.com/) [Smrita M. Choubey](https://vedawarrior.com/pages/about-us), especially her passion for blending cannabis with [Ayurvedic ](https://en.wikipedia.org/wiki/Ayurveda)wisdom to elevate its medical potential. Her commitment to educating people about the plant’s holistic benefits—through cannabis-infused products like gummies and cooking essentials—shows a deep respect for its healing roots. ### A book, movie, TV show or podcast you recently found inspiring. [The Telepathy Tapes podcast](https://thetelepathytapes.com/) really moved me, showing the incredible, magical communication abilities of non-speaking autistic kids, like my special-needs nephew. It’s inspiring to see their gifts celebrated, pushing us to listen deeper and rethink connection. ### A visual artist or band/musician you admire. [James Brown](https://en.wikipedia.org/wiki/James_Brown), [Cypress Hill](https://en.wikipedia.org/wiki/Cypress_Hill), [Bob Marley](https://en.wikipedia.org/wiki/Bob_Marley), [the Grateful Dead](https://en.wikipedia.org/wiki/Grateful_Dead), [FUNGKSHUI](https://www.instagram.com/fungkshui_band/) and the[ Beatles](https://en.wikipedia.org/wiki/The_Beatles). We book local bands like [Sheik’s Garage](https://www.sheiksgarage.com/), [Crickets & Cicadas](https://cricketsandcicadasband.com/) and the [Steve Dio Reggae Trio ](https://www.facebook.com/events/718068104484867/?acontext=%7B%22action_history%22:%22null%22%7D&ref_source=newsfeed&ref_mechanism=feed_attachment)for our events, channeling that authentic, unifying energy. ### Your favorite fictional character. [Homer Simpson](https://en.wikipedia.org/wiki/Homer_Simpson). He’s been bringing laughter to my life since childhood. ### Someone worth following on social media. [B-Real](https://www.instagram.com/breal/) and [Sen Dog](https://www.instagram.com/sendog/) from [Cypress Hill](https://en.wikipedia.org/wiki/Cypress_Hill) on Instagram. They celebrated 420 with us at HoneyGrove. Their posts keep the community vibe strong with music and advocacy. ### Your main strength as a marketer/creative. Having an open mind. ### Your biggest weakness. Perfectionism. ### What you’d be doing if you weren’t in the cannabis industry. Florist. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:michael.kauffman@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Cannabis **Tags:** HoneyGrove, HoneyProjects **Sections:** Community Voices --- ### [Heinz Revamps the Fry Box, Adds a Compartment for Ketchup](https://musebyclios.com/makers/heinz-revamps-the-fry-box-adds-a-compartment-for-ketchup/) **Published:** January 14, 2026 **Author:** Amy Corr **Content:** Fry boxes haven’t changed much since they first became ubiquitous in the 1950s. That’s a long time to struggle with dipping fries while on the go. Now, thanks to Heinz and Rethink, decades of dirty napkins, sticky hands and stained clothes might be things of the past. They’ve created the Heinz Dipper, a patent-pending fry box with a built-in ketchup compartment. So far, more than 33 restaurant and sports stadium partners across 11 countries are using the boxes. Find your closest [one here.](http://heinz.com/heinzdipper) A :30 spot shows the messy ways people dipped their fries … until now. “At its core, the brief was: how do we reinforce the iconic bond between Heinz and fries and prove that not just any condiment will do,” says Lourenco Arriaga, associate director of brand communications and creativity at Kraft Heinz. The ad will run via OLV, paid social media and influencer partners. “The initial rollout of the Heinz Dipper serves as a test for expanded distribution and long-term growth in our ‘Away from Home’ channel,” Arriaga tells Muse. “The launch also marks a milestone in Heinz’s growing global footprint as we seek to expand the brand’s reach while reinforcing our fans’ irrational love for the unmistakably rich sauce.” ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Makers **Tags:** Heinz, Rethink **Sections:** Trending --- ### [Nishat Akhtar of Instrument on the Virtues of Versatility](https://musebyclios.com/2-minutes-with/nishat-akhtar-of-instrument-on-the-virtues-of-versatility/) **Published:** January 17, 2026 **Author:** Shahnaz Mahmud **Content:** [Nishat](https://www.linkedin.com/in/nishatakhtar/) is a designer, artist and educator who has helped shape the images of Google, Nike, Adobe and Amazon. As CCO at Instrument, she guides storytelling and creative experimentation. Outside of work, she maintains an active art practice, collaborating with The New York Times, Adobe and the ACLU. She also shares her perspective through talks and workshops worldwide. We spent two minutes with Nishat to learn more about her background, her creative inspirations and recent work she’s admired. # Nishat, tell us … ### Where you grew up, and where you live now. I grew up in the Philadelphia area—[Go Birds](https://en.wikipedia.org/wiki/Philadelphia_Eagles)! Philly has been a big part of who I am and continues to shape me today. I now live in Portland, Ore., which I consider to be one of the richest creative communities in the U.S. ### How you first realized you were creative. As a kid, I was always drawing—constantly filling pages with comics, characters and imagined worlds. Storytelling became my favorite way to explore ideas and connect with others. That creative obsession carried me into adulthood. ### Your most important creative inspirations, and some recent stuff you love. My inspiration almost always comes from life—whether wandering through a bookstore, spending time in an art gallery or simply noticing the details of everyday experiences. I’m especially inspired by illustrators who are also graphic novelists. I’ve been drawn to [Lale WestVind’s](https://lalewestvind.com/) work because they build a world and tell a story in a vibrant way, reimagining the graphic novel as a work of art. ### A recent project you’re proud of. The spirit of [Instrument’s](https://www.instrument.com/services/brand?utm_term=branding+agency&utm_campaign=paid_search_2025&utm_source=google&utm_medium=cpc&hsa_acc=2410664331&hsa_cam=22340232440&hsa_grp=173912853582&hsa_ad=739716529594&hsa_src=g&hsa_tgt=kwd-14444882&hsa_kw=branding+agency&hsa_mt=p&hsa_net=adwords&hsa_ver=3&gad_source=1&gad_campaignid=22340232440&gbraid=0AAAAA-7zl-3yzjs7rakeGGl_-JUrZqXO_&gclid=CjwKCAiA4KfLBhB0EiwAUY7GATXyDB2S2CSZPxvU3OzXbUbbVFgqgF4onLAFWYC9QFtrIGh8S3EkCxoC_eMQAvD_BwE) rebrand from a few years ago continues to carry forward. It was a new look and a system constantly in motion. That openness inspired us to develop tools that let anyone co-create typographic animations and designs with no formal training required. The most rewarding part is seeing people make the work their own. That shifted the brand from something we control to something we share, which we’ve started to do in our [public playground space](http://playground.instrument.com). ### Your main strength as a creative person. Versatility. I can work in just about any medium, whether pixels, pencils, a sewing machine or a wood shop. Creativity isn’t tied to one tool or format. It’s about being curious, adaptable and willing to experiment until the idea comes to life. ### What you’d be doing if you weren’t in advertising. Teaching art. No question about it. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:amy.corr@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With **Tags:** Instrument **Sections:** Community Voices --- ### [U.K. Convenience Store Startup Embraces Slick Design](https://musebyclios.com/design/u-k-convenience-store-startup-goes-all-in-on-slick-design/) **Published:** January 14, 2026 **Author:** David Gianatasio **Content:** With Tesco, Sainsbury’s and Waitrose dotting so many high streets, does the U.K. really need another convenience store? A startup called Storrd thinks so. And it debuts with a sleek ultraviolet aesthetic designed to grab eyeballs in a very crowded field. Among Equals developed the look and feel, bathing the “actually convenient” brand proposition in purple light. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/01/14092612/store-3.jpg)The approach feels neo-noir—*neon*-noir, actually—with retro-futuristic tones across Storrd’s IRL, OOH and digital identities. It’s like something out of Blade Runner, a place for [replicants](https://en.wikipedia.org/wiki/Replicant) to grab a late-night burrito. Cheeky copy justifies the place’s existence with nods toward consumer concerns. Lines from “Because sticky floors are not a vibe” to “Because grabbing milk at 11 p.m. shouldn’t feel like a drug deal.” ![](https://cdn.musebyclios.com/wp-content/uploads/2026/01/14092706/store-1.jpg)“When Storrd approached us, it was instantly clear they weren’t just launching another convenience store—they were determined to become a genuine beacon of hope in a sector that’s lost its way,” says Emily Jeffrey-Barrett, founder of Among Equals. “That ambition powered every creative decision, shaping a brand world that’s bold, intuitive and utterly unmistakable in its promise: to make everyday purchases simpler, faster and genuinely enjoyable.” ![](https://cdn.musebyclios.com/wp-content/uploads/2026/01/14092857/store-last.jpg)“Storrd’s mission to reset expectations mirrors our belief that great brands should cut through the noise—delivering clarity, not clutter,” Jeffrey-Barrett says. The first Storrd recently opened on Jamestown Rd. in Camden, North London. On wet, moody nights—they get a few of those in England, right?—the place’s logo, reflected in a puddle, might look something like this: ![](https://cdn.musebyclios.com/wp-content/uploads/2026/01/14093003/store-6-1.jpg) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Design **Tags:** among equals, storrd **Sections:** Trending --- ### [Breeze's 'Love Is Worth the Leap' and More European Highlights](https://musebyclios.com/eurovisions/love-is-worth-the-leap-and-more-european-highlights/) **Published:** January 14, 2026 **Author:** David Gianatasio **Content:** Here are some great European campaigns that broke in recent weeks, selected by Muse sibling [Ads of the World](https://www.adsoftheworld.com/). ### Breeze, ‘Love Is Worth the Leap’ Agency: Cloudfactory In our digital era, people crave real connection, but most dating apps keep us hiding behind screens instead of meeting in real life. Though endless swiping and texts may feel safer, they’re actually stopping folks from finding a face-to-face spark. Breeze [urges users](https://www.adsoftheworld.com/campaigns/love-is-worth-the-leap) to make the sometimes scary leap from online to offline—because that’s the moment real connection begins. Play ### St. George’s Mills, ‘Expert Through the Sieve’ Agencies: LamaDDB and DDB Athens Expert Through the Sieve is a mockumentary series that turns a basic kitchen staple into bingeable entertainment. In a country where flour is used constantly but treated as one-size-fits-all, a trusted brand puts its own expertise under investigation. Led by a deadpan, overzealous journalist, the videos interrogate real millers, bakers and technicians to answer a simple question: Do we really need so many flours? [See all five episodes](https://www.adsoftheworld.com/campaigns/expert-through-the-sieve) on Ads of the World. Play ### SNS24, ‘Everything Is Fine?’ Agency: Tangity (part of NTTDATA) Every day, after a simple hello, we ask “How are you?” without truly waiting for the answer. It is within this [brief, ordinary moment](https://www.adsoftheworld.com/campaigns/esta-tudo-bem) that we must learn to stop, listen and finally ask the difficult questions, the ones that can change lives. Play ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Eurovisions **Tags:** Almond Breeze, Cloudfactory, ddb athens, lamaddb, SNS24, Tangity **Sections:** Trending --- ### [Super Bowl Ads Make Moments That Can Live Forever](https://musebyclios.com/musings/super-bowl-ads-make-moments-that-can-live-forever/) **Published:** January 15, 2026 **Author:** David Gianatasio **Content:** Every February, the Super Bowl delivers a cultural moment. Yes, there’s that game on the field. But for ad folks, it’s the one day of the year when what we do matters. In the runup to the Big Game, how many calls have you received from an aunt, cousin or mom asking, “Do you have commercials for the Super Bowl”? We debate them, rank them, rewatch them and share them. That makes the Super Bowl a fundamentally different advertising game. It’s one that demands a different creative mindset and, just as importantly, a unique kind of client to truly do great work. The spots must earn attention instantly, justify their price tag and ideally live far beyond the telecast. That’s pressure. The question isn’t just “Does this communicate the brand message?” but “Will I care enough to talk about this tomorrow?” If you play it too safe, it will disappear like a ship in the night. I stole that from Ogilvy. So, we design for impact. And that is the hard part. Because even the strongest idea will fail without the right client behind it. Play The best clients understand that a Super Bowl spot isn’t just a media decision; it’s a brand statement. My former client Tim Ellis, CMO of the NFL understood that. The “NFL 100” commercial was a herculean task that took every single individual’s full buy in. And in the end, it worked. Why? They understand that a single, powerful idea will travel farther than a checklist of talking points. Most importantly, they accept that risk is the entry fee for the Super Bowl. Timing also changes the dynamic. Super Bowl ads aren’t one-and-done executions anymore. The smartest brands think in ecosystems: teasers before the game, the main spot during it, and social extensions after the final whistle. That requires clients who are ready to commit beyond broadcast. It’s a living idea rather than a single asset. And finally, there’s the other and I’d argue the most important part. Love. People for once want to see your ad. If you let them down, they may never forgive you. If you surprise and delight them, they may never forget you. Which might be the beginning of a beautiful relationship. I stole that too. Brands that understand this stop trying to sell and start trying to entertain. It’s subtle but crucial, and it’s often what separates the ads people remember from the ones they forget. [“Where’s the Beef,”](https://www.youtube.com/watch?v=1FZNYXKHwNw) [“Money Out of the Wazoo,”](https://www.youtube.com/watch?v=wAskJpRD9Ok) [“Aaron Burr,”](https://www.youtube.com/watch?v=OLSsswr6z9Y) [“1984.”](https://www.adsoftheworld.com/campaigns/1984) All Super Bowl mic drops. None of which will ever be forgotten. The Super Bowl is a different game because the stakes are higher, the audience is louder, and the margin for error is thinner. It takes audacity and a client brave enough to trust the idea enough to let it fly. When you do that, you make a moment. And as we know during the Super Bowl, moments are everything. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings, Super Bowl **Tags:** Cartwright **Sections:** Community Voices, Entertainment --- ### [Pringles Casts Sabrina Carpenter in Her Super Bowl Debut](https://musebyclios.com/super-bowl/sabrina-carpenter-to-make-super-bowl-debut-for-pringles/) **Published:** January 14, 2026 **Author:** Amy Corr **Content:** Pringles’ teaser spot for its upcoming Super Bowl ad reveals Sabrina Carpenter as the star. It’s Carpenter’s first big game appearance and the work from BBDO New York will play into the brand’s [“Once You Pop, the Pop Don’t Stop”](https://www.youtube.com/watch?v=PGvFIqghsTg) narrative. Below, we watch Carpenter select “petals” from a flower made from Pringles. “He loves me, he loves me not,” she says while pondering her relationship status. She ends up on “he loves me.” Hopefully, her paramour is no manchild. We’ll find out more during the game on Feb. 8. Pringles’ approach for SB 60 is certainly a switch from its tactics in last year’s game. For that one, the brand [launched Nick Offerman’s mustache into the sky](https://musebyclios.com/super-bowl/mustaches-fly-across-the-sky-in-pringles-big-game-spot/). ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Super Bowl **Tags:** BBDO New York, Pringles, Sabrina Carpenter **Sections:** Entertainment, Trending --- ### [Drop Everything and Watch These Subway Spots Where Stuff Gloriously Crashes to the Ground](https://musebyclios.com/advertising/drop-everything-and-watch-these-subway-spots-where-people-drop-stuff/) **Published:** January 13, 2026 **Author:** David Gianatasio **Content:** In a commercial, if two guys carry a sheet of glass marked “fragile” across the street, it darn well better fall to the ground and shatter into a billion pieces. Thankfully, Subway doesn’t disappoint in the :30 below. In fact, the brand revels in campy destruction as folks lose their grip on vases, fancy cakes, sofas and more. They’re in shock at Subway’s low pricing for its new Protein Pockets. What other explanation could there be? *Boom! Smash! Crash!* Subtle stuff. Leo New York handled creative development. [Francois Lallier](https://www.academyfilms.com/francois-lallier) directed. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/01/13124359/SUB-1.jpg) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** leo new york, Subway **Sections:** Trending --- ### [For Peugeot, Giant Cats Prowl an Awesome Model Town](https://musebyclios.com/advertising/for-peugeot-giant-cats-prowl-an-awesome-model-city/) **Published:** January 12, 2026 **Author:** David Gianatasio **Content:** ![](https://cdn.musebyclios.com/wp-content/uploads/2026/01/11081007/cat-4.jpg)Brands are rolling big in 2026. First, we saw outsized metaphors ranging from [ginormous calculators](https://musebyclios.com/advertising/taxslayer-rolls-out-calculator-spokescharacter/) to[ humongous shoes](https://musebyclios.com/advertising/shoe-in-experians-massive-footwear-leads-our-5-ads-of-the-week/). Now we get colossal kittens hyping Peugeot on an impressively detailed city set. One hopes they’d run amok and scratch up the scenery or bat some humans around with their paws. Instead, they play with the tiny props and act cute. They’re fluffy stand-ins for tame cars that lack the bite and roar of the Peugeot 308, we’re told. “There’s obviously inspiration from the old, iconic Peugeot campaigns like [‘Toys’](https://www.youtube.com/watch?v=HmDxagNRa3c) or [‘Felines,’](https://www.youtube.com/watch?v=Ipp7KxDSafE)” Quentin Garabedian, who co-directed the new spot with Julien Martorell through production house Hamlet, tells Muse. “We wanted to create this big contrast through a metaphoric world where all the cars are kittens while the lion \[a Peugeot\] awakens from the shadows. The big cats are slow, a bit clunky, funny and contrast with the elegance and power of the car.” Conceptually, it’s a bit of a stretch. But … kittens! Naturally, working with live animals can pose challenges on set. “You need to be patient and pray for the cats to do what you expect,” says Martorell. “We had plenty of cats ready, so if we couldn’t get the action we wanted with one, we tried with another, then another, until eventually it worked.” “The funny thing is, we achieved quite quickly the most complicated action with the cats, while just making them walk in a straight line took ages.” CGI would have been simpler, but “we were convinced that people would be much more touched if they saw real kittens,” he adds. “And we wanted this model city to look like a real city—with imperfections and details that are impossible to build on that scale.” “So, in post production we enhanced this model city and a big part was done with a combination of AI and compositing. This process allowed us to blend everything and create a world that feels tangible.” For more insights into how the :60 came together—and added kitty cuteness—here’s a BTS reel: The European campaign drops this week across TV, press, digital, print and CRM. **CREDITS** Production: Hamlet Directors: Julien & Quentin DOP: Steve Annis Executive Producers: Clément Martorell, Jason Felstead, Ruben Goots Line producer: Gilles Pinaudeau Production coordinator : Manon Letorey Production Design : Andrew Clark 1st AD : Franck Percher Post producer : Chloé Juillard Service production: Hexagon Executive Producer PL: Arnaud Le Mene Line Producer PL: Andrzej Cichocki Production Design PL: Ola Żurawska and Katarzyna Filimoniuk Animal handlers: Bartek Gadziomski & Karolina Labes Post-Production by Monumental Head of Post-Production: Laïla Hamdaoui VFX Creative Directors: Mathieu Jussreandot & Eddy Choppy Post-Producer: Célestine Gonzalez Post-Production Coordinator: Ruben Rigodiat-Calciati VFX Production Manager: Clémence Mange Editor: Vincent Fleischmann & Léo Gatelier Colorist: Gabriel Porier VFX Supervisor on set: Greg Boccucci Compositing: Thomas Jouenne ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Ad of the Week, Advertising **Tags:** peugeot **Sections:** Trending --- ### [Jeep Just Made Its Filthiest Ad Ever](https://musebyclios.com/advertising/jeep-just-made-its-filthiest-ad-ever/) **Published:** January 13, 2026 **Author:** David Gianatasio **Content:** Throw away your Turtle Wax. Retire that squeegee. It’s time to heap mud, leaves and crud all over your SUV instead. Because that’s so *in* these days. And while you’re at it, jam some twigs under the windshield wipers. Live! In the Jeep spot below from BETC Paris, owners of various vehicles “stage” their SUVs to make it appear as if they’ve been trekking far and wide on grand adventures. They probably sat at home all weekend and streamed Stranger Things in its entirety. As for Jeep owners, well, perhaps they experienced the great outdoors in all its grimy glory. It’s set to a version of “The Great Pretender,” a tune popularized by Freddie Mercury in the ’80s. Directed with zest by [Martin Werner](https://musebyclios.com/advertising/manners-fly-out-the-victorian-window-in-this-period-piece-for-kfc-canada/) through Movie Magic, the :60 does a grand job of connecting Jeep to unbridled fun. The imagery of cars crusted in muck and mire proves playful and a tad apocalyptic. It works because it’s novel and memorable, something unexpected in a category stuffed with shiny sojourns across mountain passes and sun-splashed fjords. During the shoot “mud became a surprisingly precise science,” BETC creatives Olivier Mille and Morgane Alexandre tell Muse. “We spent a lot of time adjusting the exact amount of dirt on each car—too little and the joke didn’t read, too much and it stopped feeling fake.” “The irony is that we were doing exactly what the characters do in the film: staging adventure very carefully.” What’s more, “we had to constantly remind the actors not to sing too well. ‘The Great Pretender’ needed to feel casual, almost offhand, like something you hum when you’re convinced no one is listening. When it sounded too good, it felt dishonest.” The team chose that track because “‘The Great Pretender’ says everything the film wants to say in a single line. Using that song allowed us to avoid commentary, voiceover or explanation. The song turns the entire film into a gentle wink rather than a statement.” But, what drove the concept in the first place? “We were inspired by a very contemporary tension: the gap between how adventurous people want to look and how they actually live,” the creators say. “Adventure has slowly turned into an aesthetic: something you wear, stage or signal, rather than something you do. Jeep has a unique legitimacy here, because it’s one of the few brands that doesn’t need to exaggerate or perform adventure.” “So, instead of showing Jeep ‘doing more,’ we chose to show everyone else doing a bit too much. The Compass doesn’t prove anything. It simply passes through … and that contrast does all the talking.” BETC’s excelled at unexpected auto excursions of late. Previous campaigns include this [sci-fi epic](https://musebyclios.com/advertising/is-this-the-most-dystopian-car-commercial-ever-made/) for Alpine and a [reality-warping dreamscape ](https://musebyclios.com/advertising/citroen-and-betc-cant-stop-warping-reality/)hyping Citroën. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** BETC Paris, Jeep **Sections:** Trending --- ### [Depressed Pets, a Wretched Boss and More Global Finds](https://musebyclios.com/worldviews/depressed-pets-a-wretched-boss-and-more-global-finds/) **Published:** January 13, 2026 **Author:** Amy Corr **Content:** Here are some notable campaigns that broke in recent weeks, curated by Muse sibling [Ads of the World](https://www.adsoftheworld.com/). ### Lahori Zeera, ‘Har Koi Peera Lahori Zeera 2.0’ ### Agency: Enormous Lahori Zeera makes the bold [decision](https://www.adsoftheworld.com/campaigns/har-koi-peera-lahori-zeera-2-0) not to feature its product upfront in this crazy spot. The brand builds a sense of mystery instead, as characters calmly destroy their cars, helmets, roofs, umbrellas and more. When they pause to admire the carnage and prepare to resume hostilities, the audience is treated to a ridiculous reveal. Play ### Emirates NBD, ‘The Horrible Boss’ ### Agency: 5 Degrees Marketing Solutions An overworked [employee](https://www.adsoftheworld.com/campaigns/the-horrible-boss) discovers an irresistible bank travel offer and asks for time off. The boss, cruel and unreasonable, refuses. Desperate, the employee invents increasingly absurd excuses, each one rejected more harshly than the last. Play ### NotCo, ‘Aroma Best Friend’ ### Agency: BBDO Chile Some goodbyes are [harder](https://www.adsoftheworld.com/campaigns/aroma-best-friend) than others. For example: Science says 40 percent of dogs suffer from separation anxiety when their owners leave. And while they’ve tried toys, treats and training, studies show there’s one key element that can actually reduce their stress: Their owner’s scent. Dogs don’t need distractions. They need you. Or at least, the memory of you. Play ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Worldviews **Tags:** Chile, India, UAE **Sections:** Trending --- ### [Elijah Wood Will Perform Skittles' Super Bowl Ad at a Fan's House](https://musebyclios.com/super-bowl/elijah-wood-will-perform-skittles-super-bowl-ad-live-at-someones-front-door/) **Published:** January 13, 2026 **Author:** Amy Corr **Content:** What has three legs, one horn and stars in a Super Bowl experience? That would be Elijah Wood, playing a mythical creature delivering Skittles to a teen whenever she blows a magic horn. A :60 launched today promotes this Super Bowl-adjacent campaign that won’t actually run on TV. Wood will, however, perform the spot at someone’s front door during the Big Game on Feb. 8. In the spot, Wood is disappointed that a teen doesn’t use a delivery app like Gopuff to order her treats. “Who’s Elijah Wood?” she asks as the actor explains that he’ll be acting out the spot live on game day. Fans can visit [DeliverTheRainbow.com](https://delivertherainbow.com/password) through Jan. 21 to enter for a chance to see Wood perform a Super Bowl ad at their home. “This idea of performing a live ad on someone’s lawn at some random place in the United States was just really thrilling and fun,” [Wood told People](https://people.com/elijah-wood-will-perform-a-live-super-bowl-ad-for-skittles-exclusive-11882487). “And also a little scary, we’ve got to deliver.” “There’s a sort of tinge of tragedy with a lot of their characters. And I just feel like they take really wild risks. They don’t play by any rules in terms of how you’re supposed to be, and I think that’s what makes their ads so fun.” Wood’s live spot will livestream during the Super Bowl. Skittles famously tried a similar stunt during the SB in 2018, making a commercial [viewed by just one lucky human](https://www.youtube.com/watch?v=UL74eW8WhQQ). ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Super Bowl **Tags:** Elijah Wood, Film & TV, Skittles **Sections:** Entertainment, Trending --- ### [AT&T Grows Its Efforts to Support Mission-Driven Women Entrepreneurs ](https://musebyclios.com/partner-content/att-grows-its-efforts-to-support-mission-driven-women-entrepreneurs/) **Published:** January 14, 2026 **Author:** Shahnaz Mahmud **Content:** Business prowess among the sporting elite continues to evolve in meaningful ways. This is the focus for the [She’s Connected by AT&T](https://www.att.com/shesconnected/) platform, a content series that spotlights stories of women athletes on and off the field. Launched in 2020 and now celebrating its 20th athlete episode, She’s Connected is deepening its impact in the greater community of women business owners. The program hands the microphone to some of the nation’s most prominent women sports stars, including [Michelle Alozie](https://www.youtube.com/watch?v=CsQWeJYol2Q&t=6s), [Deyna Castellanos](https://www.youtube.com/watch?v=lYPPTRQdn8g&t=1s), [Scout Bassett](https://en.wikipedia.org/wiki/Scout_Bassett) and [A’ja Wilson](https://en.wikipedia.org/wiki/A%27ja_Wilson). These exceptional athletes share their stories of goals, strengths, challenges and business, and have inspired the connectivity provider to expand its platform. AT&T launched the [AT&T Small Business Contest ](https://about.att.com/story/2026/small-business-contest-winner.html)to drive further impact and connect small business owners to opportunities to grow. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/01/09125944/Aja-with-candle.jpeg)“We’re building a supportive community by bringing athletes and small business owners together and creating a space for authentic conversations and mentorship,” says Sabina Ahmed, assistant vice president of sponsorships and experiential at AT&T. “Both groups share a spirit of ambition, resilience and innovation, whether on the field or in business. These shared experiences foster growth, break down barriers and help redefine what’s possible for the next generation of leaders, proving that success is not limited to one arena.” With the goal of helping entrepreneurs drive change in their own communities, AT&T awards $50,000 to help them grow their businesses, a year of AT&T fiber and wireless services for their business location, and new mobile device, as well as mentorship opportunities and a feature in a She’s Connected episode. “Over the years, we’ve seen She’s Connected by AT&T and the AT&T Small Business Contest create a powerful ripple effect,” says Ahmed. “The impact goes beyond financial support. By connecting these small business owners with mentorship, visibility and community, we’re helping them unlock greater possibilities.” In a short period, AT&T’s efforts have caught traction, receiving over 11,000 submissions in 2025, 75 percent more applications than 2024. The company recently crowned its latest winner: [Nourish + Bloom Market](https://www.nourishandbloommarket.com/?srsltid=AfmBOoowe-exinuc4Tk7gZK8JXkhZH6EnzXv5x0km7z0uV3EuGBmIbdC)—the first autonomous grocery store with robotic delivery in the U.S. Nourish + Bloom Market opened its doors in 2022 in Fayetteville, Ga., by co-founders Jilea and Jamie Hemmings. Raising a child with autism, the couple learned the importance of a healthy diet and a smooth, accessible shopping experience. Nourish + Bloom Market was born out of these learnings and the Hemmings set out to bring healthy food into neighborhoods, using AI to help customers shop with ease. Now, through the AT&T Small Business Contest, the Hemmings are expanding their business into three more locations—on top of the two that are already operational. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/01/09130036/Jilea-and-Husband.jpeg)“In the latest She’s Connected episode, we see a deep connection grow between A’ja Wilson and Jilea Hemmings,” adds Ahmed. “They share a powerful, organic dialogue rather than traditional mentorship. Both are builders: A’ja with her growing [Burnt Wax Candle Co.](https://www.burntwaxcandle.com/) business, and Jilea with her mission to nourish her community by making healthy food more accessible. Their conversation centers on legacy, endurance and leading with purpose and heart. It beautifully illustrates how investing in people and connections can multiply impact.” “We believe in the power of connection, and with our technology and fast, reliable network, we’re helping companies both big and small connect to what matters most—their customers, mission and growth,” Ahmed also says. “Supporting small businesses and amplifying their voices helps unlock greater possibilities for everyone.” Applications for the 2026 contest will open in Spring 2026. Click[ here](https://www.att.com/shesconnected/) to learn more. ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** Partner Content **Tags:** AT&T **Sections:** The Clios --- ### [Hugh Jackman and Ryan Reynolds Put the Briefs in Briefing for Aussie Sailing Team](https://musebyclios.com/film-tv/hugh-jackman-and-ryan-reynolds-see-the-briefs-in-aussie-sailing-teams-briefing/) **Published:** January 13, 2026 **Author:** Amy Corr **Content:** We can’t imagine Ryan Reynolds getting nervous. But he certainly seems anxious as he enters a briefing with Hugh Jackman for Australia’s SailGP team known as the Bonds Flying Roos. The A-list actors [co-own](https://musebyclios.com/film-tv/hugh-jackman-and-ryan-reynolds-hype-aussie-sailing-team/) the squad. Reynolds decides to picture everyone in their underwear to help quell his nerves. The pair walk in to find the entire crew is wearing nothing but their skivvies. Bonds is the team sponsor after all. Ryan thinks his idea is working, not realizing they’re actually in their underwear. He and Jackman drop trou in solidarity, only to learn that Jackman goes commando and needs some Bonds, stat. Play Created by Maximum Effort, the ad marks the start of SailGP’s sixth season. “Bonds, Hugh and Ryan bring a great energy to the team,” says Tom Slingsby, driver and CEO of the Flying Roos. “It’s fun, it’s fast-moving and it matches the way we like to go racing—competitive, focused and not taking ourselves too seriously.” ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Film and TV **Tags:** Australia, Maximum Effort, SailGP, Sports **Sections:** Entertainment, Trending --- ### [Todd Triplett of Movers+Shakers on Infusing Culture Into the Work From a Personal POV](https://musebyclios.com/2-minutes-with/todd-triplett-of-moversshakers-on-infusing-culture-into-the-work-from-a-personal-pov/) **Published:** January 14, 2026 **Author:** Shahnaz Mahmud **Content:** [Todd](https://www.linkedin.com/in/toddtriplett/) is currently ECD at Movers+Shakers. He has developed and led globally-recognized campaigns for Apple, TikTok, IKEA, Beats By Dre, Revolt, Sprite and others. Earlier, he was the first global ECD at Known. Todd also led the creative lab at TikTok and served as the GCD of brand design for Beats. Outside of work, Todd advocates and speaks on behalf of multicultural inclusion in the U.S. national parks and forests and supports other environmental concerns. We spent two minutes with Todd to learn more about his background, his creative inspirations and recent work he’s admired. # Todd, tell us … ### Where you grew up, and where you live now. I’m originally from the South Side of Chicago and I currently live in Bed-Stuy, Brooklyn. ### How you first realized you were creative. I come from a creative family, so creativity was baked into my upbringing, especially by my mother, who encouraged my artistic pursuits. ### A moment from high school or college that changed your life. During high school, I was a graffiti artist. I channeled my creativity into business when I was introduced to [Tom Burrell](https://en.wikipedia.org/wiki/Tom_Burrell), founder of [Burrell Communications](https://en.wikipedia.org/wiki/Burrell_Communications_Group). At the time, Burrell was the largest Black-owned agency in the world, with [Coca-Cola](https://en.wikipedia.org/wiki/Coca-Cola), [McDonald’s](https://en.wikipedia.org/wiki/McDonald's) and [Ford ](https://en.wikipedia.org/wiki/Ford_Motor_Company)as clients. There, I met [Reginald “Reggieknow” Jolley](https://www.linkedin.com/in/reginald-reggieknow-jolley-577b85148/), one of the most formative marketing geniuses that I’ve ever had the pleasure of working with. Between Tom and Reggie, I learned not only the business of being a creative, but also how to infuse culture and a personal POV into the work. ### Your most important creative inspirations, and some recent stuff you love. [Gordon Parks](https://en.wikipedia.org/wiki/Gordon_Parks) has served as my most important creative inspiration. Through him, I learned to use my natural talents, skillset and POV to create work that speaks to and reflects not only culture, but larger societal issues. In July,[ Polo and Ralph Lauren](https://www.ralphlauren.com/?utm_source=PaidSearch&utm_medium=GooglePLA&utm_source=PaidSearch&utm_medium=GooglePLA&pkwid=Brand_Google_RLE_US_BR_Polo_CorePlus_X_polo+ralph+lauren&gclsrc=aw.ds&gad_source=1&gad_campaignid=21729954946&gbraid=0AAAAADvCVOB4tfH1kZ5zup3wRYrKtwiWp&gclid=CjwKCAiA95fLBhBPEiwATXUsxDzBxZKn3hgFGlabSxgh56N9V-Wba1_MvHEOYKAoUSGTZhR4HYa30RoCv1EQAvD_BwE) released its[ Oak Bluffs capsule collection](https://corporate.ralphlauren.com/pr_250723_PRLOakBluffs.html) in partnership with [Morehouse College](https://en.wikipedia.org/wiki/Morehouse_College) and [Spelman College](https://en.wikipedia.org/wiki/Spelman_College). The campaign was a master-class in cultural nuance, curiosity and respect. It infused[ the legacy of Oak Bluffs with the story of our nation’s historically Black colleges and universities](https://saobserver.com/ralph-lauren-oak-bluffs-black-heritage/). The work was released during the most active time on Martha’s Vineyard, leading to a deluge of organic social activity. The capsule collection sold out within minutes and was one of the most successful fashion launches of 2025. Play ### One of your favorite creative projects you’ve ever worked on. At [TikTok](https://en.wikipedia.org/wiki/TikTok), we developed Coca-Cola’s [\#ShareTheMagic](https://shortyawards.com/14th/coca-cola-sharethemagic), one of the most fulfilling projects I’ve worked on. At the time, TikTok was experiencing an attribution issue with its content creators. The solution that my team and I developed, in partnership with[ Havas](https://en.wikipedia.org/wiki/Havas), was at the intersection of culture, business and art—everything that I love. #ShareTheMagic gave proper attribution to the creatives behind several dance trends. This was Coke’s first campaign on the platform and is still one of the most successful, with over 11 billion views. Play ### A recent project you’re proud of. This summer, [Movers+Shakers ](https://moversshakers.co/)began its partnership with[ Staples](https://en.wikipedia.org/wiki/Staples_Inc.) to reinvent the brand’s social presence and build a world around modern work culture. Our response was to bring back the iconic [Easy Button](https://en.wikipedia.org/wiki/Staples_Easy_Button), personifying “E.B.” as a thought leader and unhinged work bestie with its own podcast. The campaign aims to break preconceived notions about the brand and prove that Staples is a true partner for businesses and all their needs. ### Your main strength as a creative person. Cultural curiosity is my greatest creative strength. That has been my “secret-sauce,” informing a deep and rich knowledge of diverse experiences that I infuse into the work my team produces for our partners and clients. ### Your biggest weakness. I’ve spent years learning how to balance the pursuit of creative excellence, craft and artistry with the practical needs of the business. What once felt like a challenge has become a strength. I now take pride in creating work that not only shapes culture but also delivers measurable results. ### What you’d be doing if you weren’t in advertising. As a hiker and advocate for multicultural inclusion in our great national parks and forests, I often imagine I’d be a park ranger. I had the opportunity to work with NPS previously, and was able to speak with several of the rangers. They are real-life superheroes. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:amy.corr@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Advertising **Tags:** Movers+Shakers **Sections:** Community Voices --- ### [Lego Brings Students Together to Craft Policies on AI](https://musebyclios.com/advertising/lego-brings-students-together-to-craft-policies-on-ai/) **Published:** January 12, 2026 **Author:** Amy Corr **Content:** Lego Education launched “We Trust in Kids,” a 4-minute video that asks students about their views on AI and challenges them to create a policy for schools. And the kids are alright! They know AI will be a huge part of their lives. They see red flags when people want to befriend a bot. And realize that not everyone has access to cutting-edge tech. Created by Edelman and directed by Lauren Greenfield, the final result includes nine rules and guidelines. They stress that AI should be used as a tool, not a replacement for friends; recommend that everyone learn the ins and outs of how such systems work; and insist that we double-check responses and use our brains first. Play This launch is supported by a global study from Lego and Edelman DXI called “Building the Future: A Global Report on Computer Science & AI Education.” A survey of 1,800 teachers and administrators across the U.S., Germany, South Korea, and Australia found that 40 percent of folks surveyed believe their schools aren’t prepared to teach AI responsibly and 69 percent of teachers say AI literacy is critical for students’ futures. “Lego wanted a creative campaign to bring its new product to market (Lego Education Computer Science & AI), generating awareness, excitement, and demand while helping to establish Lego Education as credible playing in CS and AI while ensuring AI literacy is a priority in K-8 classrooms,” a brand spokesperson tells Muse. ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Advertising **Tags:** Edelman, Lego **Sections:** Trending --- ### [Is It Time to Kill All the Mascots?](https://musebyclios.com/musings/is-it-time-to-kill-all-the-mascots/) **Published:** January 13, 2026 **Author:** David Gianatasio **Content:** Cuddly octopi. Nodding dogs. Overly energetic bunnies. Brand mascots are everywhere, and they have been for as long as products and services have been advertised. Done well, they provide connection—a memorable and relatable human face, an endearing animal, or an amusing animation—for an otherwise faceless brand. Yet too often, mascots are used without thinking. They’re seen as a shortcut for linking with an audience. At best this is a short-term investment; at worst it’s harmful to the brand. As 2026 starts, the creative industry should resolve to stop defaulting to mascots. Maybe it’s time to kill them. ### Mascot winners and losers They’re not new. Initially used on packaging, they moved onto ads, and now they’re ever-present in social feeds. Tony the Tiger, the Michelin Man, Pilsbury’s Doughboy—mascots have been the foundation of the success of those brands, and of many more. They do well in sports, often serving to attract children to teams and events. One of the most famous was Waldi, the Otl Aicher-designed dachshund that symbolized the 1972 Olympic Games. Every Games since has rolled out a new mascot character. Yet, they’re not always successful, as anyone who remembers Microsoft’s ill-fated attempts to bring chirpy personality to its software with Clippy will attest. The animated paperclip from the ‘90s popped up at moments of maximum frustration, cheerily promising to “help.” It quickly became synonymous with problems that plagued the product. ### Missed opportunities However, this is an extreme example of a mascot causing damage to a brand. More often companies introduce mascots copying a market leader that has enjoyed success. This imitative approach to branding rarely succeeds. Look at the U.K. energy market. In 2019, Octopus Energy introduced Constantine, a cuddly pink octopus. By 2025 it had become the largest energy supplier in the U.K. and was growing into Europe and Asia. The result? Almost every other British energy company has now introduced a mascot. The sector has become a crowded jumble of over-excited, colourful characters competing for attention. Many companies have spent significant sums on their mascots with questionable effect. When rising firm So Energy asked us to update its identity, we avoided the mascot route. Instead, we developed a strategy, identity and communications that speak in a striking way to the issues facing energy buyers today. It reframes energy as bringing everyday joy, as opposed to a necessary chore. We used with a distinctive “Electric Yellow” palette, geometric iconography and a playful, straight-talking tone that stands out in the sector. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/01/13091358/OCT-2.jpg)### A New Year’s resolution Energy is not the only industry where this is happening. Too often, the success one company has had with a mascot is slavishly followed by its competitors. Resources are wasted. Opportunities to build brands for the long-term are missed. It’s up to us in the creative sector to lead our clients away from this. We know there are myriad other, often more powerful, tools at our disposal to achieve the connection and memorability our clients want when they come to us asking for a mascot. We may not really want to kill the mascots. Indeed, some of them are undeniably successful and many are also quite cute. But let’s make 2026 the year we stop unthinkingly making them. Rather, let’s start giving our clients the creative solutions they deserve. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings **Tags:** Studio Blackburn **Sections:** Community Voices, Entertainment --- ### [Pucker Up for 'Lip Embalm' From Liquid Death x e.l.f. Beauty](https://musebyclios.com/music/pucker-up-for-lip-embalm-from-liquid-death-e-l-f-beauty/) **Published:** January 12, 2026 **Author:** David Gianatasio **Content:** When you’re six feet under, you’ll want lips to die for. And maybe in life, too. So Liquid Death and e.l.f. Beauty renewed[ their collaboration](https://musebyclios.com/advertising/liquid-death-x-e-l-f-beauty-want-you-to-look-like-hell/), following 2024’s “Corpse Paint” with a line of limited-edition moisturizing “Lip Embalms.” This musical madness explains everything: *“Hydrating your lips is a necessity, Or else they’ll crack and fall off and you’ve got leprosy. So then your smile peels back and exposes your gums, And that’s the worst part til the next part comes. The dryness of your lips spreads all over your face, And your eyes pop out like a couple of grapes.”* That’s 100 percent medically accurate. We asked RFK Jr. “In our first outing with e.l.f., we entered the world of childhood toy commercials in an alternate universe where black metal was just as popular pop music,” Liquid Death VP of creative Andy Pearson tells Muse. “For the sequel, we revisited the same universe where of course you’d use the scariest, darkest scare tactics to sell a product. Then we set it to a delightful musical number. And obviously, with the Glothar Family growing, that means family drama growing along with them, too.” The Embalms draw inspo from LD sparkling water and iced tea flavors including Severed Lime, Killer Cola, Doctor Death, Rest in Peach and Sweet Reaper. They’ll be available starting Jan. 14 at [elfcosmetics.com](https://www.elfcosmetics.com/) and in the brand’s TikTok Shop. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising, Music **Tags:** e.l.f. Beauty, Liquid Death **Sections:** Entertainment, Trending --- ### [The NFL Didn't Flinch on Bad Bunny's Super Bowl Halftime Bid](https://musebyclios.com/musings/nfl-didnt-flinch-on-bad-bunnys-super-bowl-halftime-bid/) **Published:** January 12, 2026 **Author:** David Gianatasio **Content:** Super Bowl 60 is a month away, and the buildup has already begun. Football hasn’t just replaced baseball as America’s pastime, it has owned that title for decades. In 2023, 53 percent of U.S. adults identified football as “America’s Sport,” and it has dominated television viewership every year since 1972. The Super Bowl remains the most-watched television event in the country, pulling in more than a third of the U.S. population for the game, the halftime show and, of course, the ads. This isn’t just a sporting event. It’s an American ritual. An unofficial national holiday that collapses sports, entertainment, identity and commerce into a single night. The NFL is, without question, the most powerful sports brand in the United States. Which is why the conversation around this year’s halftime show started so early. When the NFL announced that Bad Bunny would headline the Super Bowl halftime performance, the response was immediate and revealing. Halftime shows have always carried some level of controversy, from wardrobe malfunctions to political undertones. But this time, the backlash arrived before a single note was played. Bad Bunny is Puerto Rican. He performs primarily in Spanish. He has openly criticized U.S. anti-immigration policies and is a visible advocate for LGBTQ+ rights. For some critics, that combination alone made him “not American enough” for the Super Bowl stage. Even U.S. House Speaker Mike Johnson [weighed in](https://variety.com/2025/music/news/house-speaker-johnson-bad-bunny-super-bowl-halftime-1236542862/), arguing the league should have chosen someone more traditionally “patriotic,” like Lee Greenwood, citing concerns about mass appeal and the influence on “young, impressionable children.” That reaction says more than it means to. The Super Bowl halftime show has quietly evolved into something bigger than entertainment. It has become a cultural barometer—a reflection of who we are, what we celebrate and what we argue about. And when the definition of “America” itself feels unstable or contested, that stage becomes a lightning rod. The NFL isn’t just booking performers anymore. Whether it wants to or not, it’s shaping culture. That’s where this choice matters. The league is built to bring people together. It thrives on shared rituals, common language, synchronized schedules. Sunday afternoons. Fantasy leagues. Rivalries that divide us just enough to keep us connected. But it also reliably generates friction—tribalism, identity clashes, culture-war flare-ups—because it sits at the intersection of passion, visibility and power. Both things are true. Which is why this decision wasn’t accidental. And it certainly wasn’t careless. By standing behind Bad Bunny, the NFL endorsed a broader, more accurate picture of American culture, one that includes Spanish speakers, immigrants, queer communities and artists who don’t fit neatly into a nostalgic version of patriotism. America has never been fixed or singular. The halftime show is finally reflecting that truth. The NFL didn’t flinch. Not when the criticism grew louder. Not when the politics followed a familiar script. In doing so, the league echoed concerns central to Bad Bunny himself: independence, creative control and emotional clarity. At a moment when widening the lens and sitting with difference instead of retreating from it feels increasingly necessary, the NFL chose reflection over retreat. That wasn’t just a booking decision. It was a statement. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings, Super Bowl **Tags:** Bad Bunny, NFL **Sections:** Community Voices, Entertainment --- ### [The New York Lottery Is All About the Benjamin Franklins](https://musebyclios.com/advertising/the-new-york-lottery-is-all-about-the-benjamin-franklins/) **Published:** January 9, 2026 **Author:** David Gianatasio **Content:** You can never have too many Benjamins. To that end, McCann’s goofy spot below for the New York Lottery shows dozens of Ben Franklins on the loose to impressive comic effect. No jokes about Poor Richard, please. The concept seeks to illustrate the notion of multiplying one’s winnings (up to 200x) in an especially memorable way. Befitting lottery marketing, It’s silly but not stupid, making its point with plenty of portly, patriotic eye candy. “Watching a room full of older gentlemen banter with each other in 1700s English during auditions was hilarious,” McCann associate creative director Julia Waicberg tells Muse. “All 11 Benjamins we cast are local New York actors with incredible improv skills.” “We only had the budget for a single shoot day. But we knew the spot would be at its best if we filmed across multiple locations with our winner and her Benjamins,” adds Sam Aldenborgh, also an ACD. “So we spent 14 hours running all over Bay Ridge, Brooklyn, trying to squeeze in as many setups as possible. “And because there was a massive cluster of Benjamin Franklins roaming the streets, people, especially kids, kept stopping us, asking what was going on and to take photos with the Benjamins.” Directed by [Jess Coulter](https://musebyclios.com/advertising/doordash-morphs-into-doordad-for-mothers-day/), the work breaks this week across TV and digital platforms. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** McCann, New York Lottery **Sections:** Trending --- ### [Andy Cohen Helps Rebrand an Entire NYC Neighborhood](https://musebyclios.com/musings/andy-cohen-helps-rebrand-an-entire-nyc-neighborhood/) **Published:** January 12, 2026 **Author:** David Gianatasio **Content:** For 25 years, I’ve made a living giving names, voices and wardrobes to brands like Vitaminwater, Pirate’s Booty and Bodyarmor. I’ve even worked on functional hydration for dogs. But the Hudson Square Business Improvement District (HSBID) asked my agency, Six+One, to brand something with streets, buildings and actual pigeons. No Pressure. Hudson Square was once New York’s Printing District, a place with history, but not much of a headline. Wedged between SoHo, Tribeca and the West Village, it was the neighborhood you walked through on the way to somewhere you were willing to tag on Instagram. It looked and felt a little gray. Our job wasn’t to slap a logo on a map. It was to help an overlooked place evolve into what it was already becoming: a creative and tech hub with a point of view. We built a new narrative and visual identity that were bright, bold and intentionally witty. Then we gave it a line that worked like a dare and an invite: “Make It in Hudson Square.” The budget? Cute. There was no media budget to launch anything. The HSBID is a non-profit which means every dollar has to serve the community functionally, not just aesthetically. No paid campaign, no billboards screaming at New Yorkers who have mastered the art of not looking up. So we turned what the neighborhood already had into media. Play Trash cans became our punchlines. Bigbelly bins with lines like “Bin there, dumped that” and “Ever get that empty feeling? Me neither.” Light pole banners picked playful fights against their neighbors, “Chelsea, I don’t know her. This is Hudson Square,” and “Leave SoHo to the tourists. This is Hudson Square.” Was it advertising? Sort of. Was it civic infrastructure doing stand-up? Absolutely. The work didn’t just brand Hudson Square; it taught people how to feel about it. The tone (snarky, warm, unmistakably New York) made the neighborhood legible. People started to notice they were in the Square because Hudson started talking back. Then we brought our voice online. We treated neighborhood updates like content, not committee notes, turning everyday happenings into breaking news and annual reports into entertainment. These included a faux Tech launch called [“HSQ 3.0: The Trapezoid,”](https://vimeo.com/1153722400?share=copy&fl=sv&fe=ci "“HSQ 3.0: The Trapezoid,”") a parody video unveiling the “latest upgrades” to the neighborhood, including a greener interface, anti-rodent virus and 300 percent less pretentious than the Upper East Side. And then came the most Hudson Square moment of all. During CNN’s New Year’s Eve celebration, Andy Cohen did what Andy Cohen does: he talked a little trash on live TV, and the city talked about it for days. Our response was not a press release that he resided in Hudson Square, it was a tribute. We named the corner the only way a business improvement district with a sense of humor can, by giving him his own BigBelly trash can. “Andy Cohen’s Corner” arrived with a ribbon-cutting, a plaque, and a ceremonial key to Hudson Square that opens absolutely nothing. (As any true New York key should.) That’s when it clicked for me, branding a neighborhood isn’t about crafting the perfect story, it’s about creating enough small, repeatable moments that people start telling the story for you. A banner, some photographs, a trash can and some laughs. A corner that becomes a punchline and somehow, a point of pride. If you’re trying to build a brand without a media budget, start with what people already touch, walk past and complain about. In our case, it was the trash. Turns out, that’s where the personality was hiding all along. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings **Tags:** Andy Cohen, six+one **Sections:** Community Voices, Entertainment --- ### [Normal, Apex and More Great Trailers](https://musebyclios.com/film-tv/normal-apex-and-more-great-trailers/) **Published:** January 9, 2026 **Author:** David Gianatasio **Content:** Here are some trailers that caught our eye this week. ### Normal Magnolia Pictures Trailer Agency: Intermission Film This one opens with a clever 40-second misdirect: Light-hearted piano music plays under a narrator describing a quaint town called Normal, Minn. When the narrator describes it as, “peaceful and predictable,” we see Bob Odenkirk, its sheriff, dodge shots as he enters a bank. The mayhem continues as Bob uncovers a criminal conspiracy in the heart of this small community. It ends with a montage of shootouts, knife fights and car explosions. “That’s not where I was aiming,” Odenkirk snarks. Hits theaters soon. Play ### Apex Netflix Trailer Agency: AV Squad A woman testing her limits in the Australian wilderness is targeted by a ruthless predator. This teaser begins with Charlize Theron’s character rock climbing. The Seige’s “Run For Your Life” provides the perfect cue for the danger Taron Egerton’s character brings when Theron realizes she’s not alone. The stop-downs add to the drama of this cat-and-mouse game. Theron tells Egerton, “You’re a sick f%%ck” as she falls from a cliff’s edge into the river. Find out who survives on April 24. Play ### A Thousand Blows Hulu, Disney+ UK Trailer Agency: Trailer Park UK Editor: Alex Battershall Producer: Darcy Shaw Music: Jaron Lum Set in London’s East End in the 1880s, the show explores boxing, organized crime and the social realities of the Victorian era. We open on Mary Carr (Erin Doherty) pleading with Sugar (Stephen Graham) to help her get back on top again (she runs an all-women crime gang). Raye’s, “Hard Out Here” adds the perfect tone to this gritty, survive-or-die scenario. It ends with a boxing match, Sugar wielding chaos with a hammer and Mary pointing her gun while explaining, “It’s the dawn of a new era.” From the creators of Peaky Blinders. The epic series returns this week. Play ### Midwinter Break Focus Features Trailer Agency: Zealot Editor: Will Thede A day they can’t forget, a truth they can’t escape. This promo begins with Stella (Lesley Manville) giving her husband Gerry (Ciarán Hinds) two tickets to Amsterdam as a Christmas present. What starts as an adventure slowly turns into a life-changing trip for both. Props for not giving away the secret and only showing glimpses of a police raid involving Stella when she was young and pregnant. She sums it up: “There’s a debt to be paid and I’ve been looking for a way to pay it.” Based on the acclaimed novel. In theaters Feb. 20. Play ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Film and TV **Tags:** Hollywood, Trailers and Posters **Sections:** Entertainment, Trending --- ### [Andrew Carter of Let It Fly Media on College Football and More](https://musebyclios.com/2-minutes-with/andrew-carter-of-let-it-fly-media-on-college-football-and-more/) **Published:** January 12, 2026 **Author:** Shahnaz Mahmud **Content:** [Andrew](https://www.linkedin.com/in/andrew-carter-6754a53a/) co-founded Let It Fly Media in 2017. Over the next several years, he grew the company to 30+ employees across Kansas City and Miami, working with the NFL, PGA of America, Miami Grand Prix, the Golden State Warriors, ESPN, NBA2K, Adidas and more. Let It Fly was acquired by Two Circles in 2024. Earlier in his career, Andrew served as a sports anchor and reporter in Tulsa and Kansas City. We spent two minutes with Andrew to learn more about his background, his creative inspirations and recent work he’s admired. # Andrew, tell us … ### Where did you grow up, and where do you live now? I grew up in Naperville, Ill., and went to the University of Missouri journalism school. I’ve been living in Kansas City since 2016. ### What is your earliest sports memory? Watching the [Chicago Cubs](https://en.wikipedia.org/wiki/Chicago_Cubs) and [Bulls](https://www.nba.com/bulls/) on TV during the 1996/97 seasons, which meant [Ryne Sandberg](https://en.wikipedia.org/wiki/Ryne_Sandberg) and [Michael Jordan](https://en.wikipedia.org/wiki/Michael_Jordan) were the coolest guys in the world. My first core sports memory was my parents taking me to see Jordan in the nosebleeds at the United Center in 1998. ### Aside from the one you work for, who are some of your favorite sports team(s)? All Chicago teams, plus I’m a massive[ Mizzou](https://missouri.edu/) fan and huge [Tottenham Hotspur](https://en.wikipedia.org/wiki/Tottenham_Hotspur_F.C.) supporter. ### Favorite athlete(s). Currently [Viktor Hovland](https://en.wikipedia.org/wiki/Viktor_Hovland), because my family is Norwegian and I covered Oklahoma State golf when I worked in Tulsa. My all-time favorites are MJ, [Derrick Rose](https://en.wikipedia.org/wiki/Derrick_Rose), [Tiger Woods](https://en.wikipedia.org/wiki/Tiger_Woods),[ Sammy Sosa](https://en.wikipedia.org/wiki/Sammy_Sosa), [Anthony Rizzo](https://en.wikipedia.org/wiki/Anthony_Rizzo), [Jonathan Toews](https://en.wikipedia.org/wiki/Jonathan_Toews), [Patrick Kane ](https://en.wikipedia.org/wiki/Patrick_Kane)and recently [Luther Burden III](https://en.wikipedia.org/wiki/Luther_Burden_III), because of his Mizzou and [Chicago Bears ](https://en.wikipedia.org/wiki/Chicago_Bears)connection. ### What is your favorite sports movie and/or show? Film: Without a doubt, [The Sandlot](https://en.wikipedia.org/wiki/The_Sandlot). TV: [Drive to Survive](https://en.wikipedia.org/wiki/Formula_1:_Drive_to_Survive) was one of the better sports shows when you consider the entertainment value and global impact it had on [Formula 1](https://en.wikipedia.org/wiki/Formula_One). ### What is your favorite sports podcast or news show? [Bill Simmons](https://podcasts.apple.com/fr/podcast/the-r-billsimmons-podcast/id1698894319) and [Pardon My Take](https://podcasts.apple.com/us/podcast/pardon-my-take/id1089022756), but my wife is always showing me [New Heights](https://www.youtube.com/@newheightshow). ### Your favorite sports video game, if you have one. [EA FC/FIFA](https://en.wikipedia.org/wiki/EA_Sports_FC) and[ NHL 2K](https://en.wikipedia.org/wiki/NHL_2K) ### What is a recent project you’re proud of? Everything we do with [College Football Playoff ](https://en.wikipedia.org/wiki/College_Football_Playoff)is a dream. But most recently helping [ABC Saturday Night College Football ](https://en.wikipedia.org/wiki/Saturday_Night_Football)with their cinematic cold opens before kickoff. ### Someone else’s work that you admired recently. I’m impressed by the growing impact of YouTube and the engaging content from players, influencers and voices on that platform. ### What sports can do that nothing else can. Sports brings people together across different backgrounds, cultures and personal experiences like nothing else. The way sports unites and evokes passion is unmatched. We’ve seen a world without sports in 2020 and I hope we never see it again. ### What you’d be doing if you weren’t in the sports space. I love people and I find real estate fascinating. So running some sort of real estate office—commercial or residential. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:maher.labban@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Sports **Tags:** Let It Fly Media **Sections:** Community Voices --- ### [Super Bowl Gives Brands a Chance to Make Something That Lasts](https://musebyclios.com/musings/super-bowl-gives-brands-a-chance-to-make-something-that-lasts/) **Published:** January 9, 2026 **Author:** David Gianatasio **Content:** The opportunity for brands at the Super Bowl is about owning the moment. By the time it kicks off, we’ll all be drowning in content. The question isn’t how do we cut through—it’s what are we actually buying? This is a rare, globally understood cultural moment that allows brands to do something bigger than an ad. Introduce new IP, test fresh formats and create experiences that live beyond 30 seconds on screen. We would build something that can travel and meet/involve consumers in that moment, in a relevant way. AI and social are flattening the value of a single execution. Successful content is cheaper, faster and more abundant than ever—which means the shelf life is shorter. So what’s the system we’re launching? What world are we inviting people into? What format can this become next year and the year after? This is where original IP matters. A new repeatable format, a platform or a participatory mechanic. With those, a Big Game foray stops being a one night stand and starts behaving like an asset. Tools like AI should be used not to generate noise, but to scale interaction, personalize participation and extend the life of the idea across markets. [This Dunkin’ Donuts spot ](https://news.dunkindonuts.com/news/dunkin-dunkings-big-game-commercial-2025)launched a multiplatform and multiyear content engine. And our first ad for Bud Light at the Super Bowl launched ongoing engagement under the “Up for Whatever” banner. Play We’ve seen the most successful campaigns behave less like ads and more like pilot episodes. The broadcast moment becomes the ignition point for UGC content, live activations, social participation and ongoing content engines. The ROI isn’t measured in impressions alone, but in interaction time, repeat engagement and longevity. The continued value after the game ends. The brands that will win in this environment are those that understand the Super Bowl isn’t the climax. It’s the opening scene. AI, when used well, allows brands to respond in real time, localize at speed and let audiences co-create. But AI only amplifies what’s already there. Without a strong underlying idea, it simply accelerates forgettability. We facilitate ideas that can exist on screen, in the street, online and inside culture, ideas that feel less like campaigns and more like moments people want to return to. It’s a chance to start something together. Something that lasts. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings, Super Bowl **Tags:** HELO **Sections:** Community Voices, Entertainment --- ### [Jessie LaBelle of AM2/Angry Mob Tells Brands: 'Do Your Homework' When Working With Musicians](https://musebyclios.com/2-minutes-with/jessie-labelle-of-am2-angry-mob-tells-brands-to-do-your-homework-when-working-with-musicians/) **Published:** December 15, 2025 **Author:** Shahnaz Mahmud **Content:** [Jessie ](https://www.linkedin.com/in/jessielabelle/)is director of creative sync at AM2/Angry Mob Music. She manages the sync team, leads business development initiatives and serves as a key public representative for both AM2 and Angry Mob Music at industry events. With 15+ years in music supervision, Jessie’s brand experience includes Coca-Cola, McDonald’s, Levi’s, Kohler, Visa, Capital One, HBO and Paramount. Her agency experience includes working on the Lollapalooza rebrand and the Adobe x Janelle Monáe collaboration. She founded the Women in Music Chicago chapter in 2016 and currently serves as co-chair, creating vital platforms for mentorship and advocacy. As a Recording Academy member, she’s involved in legislative efforts including the HITS and NO FAKES Acts. We spent two minutes with Jessie to learn more about her background, her creative inspirations and recent work she’s admired. # Jessie, tell us … ### Where you grew up, and where you live now. I grew up in a suburb outside of Chicago called Park Forest. It’s famous for being home to celebrities like [Tom Berenger](https://en.wikipedia.org/wiki/Tom_Berenger), [Kim Thayil](https://en.wikipedia.org/wiki/Kim_Thayil), [Craig Hodges](https://en.wikipedia.org/wiki/Craig_Hodges), [Julie Plec](https://en.wikipedia.org/wiki/Julie_Plec). Currently, I live just south of Chicago with my family. ### Your earliest musical memory. I’d memorize lyrics to songs my mom played at home or on the radio, or I’d just make up my own songs. I also loved making mix tapes and documenting top hits of the year. And I could never forget that my first real concert was [B.B. King](https://en.wikipedia.org/wiki/B._B._King)! ### Your favorite bands/musicians today. I keep coming back to the classics: [Tina Turner’s](https://en.wikipedia.org/wiki/Tina_Turner) absolute command, [Al Green’s](https://en.wikipedia.org/wiki/Al_Green) tenderness,[ Nina Simone’s](https://en.wikipedia.org/wiki/Nina_Simone) fierce truth, [Otis Redding’s](https://en.wikipedia.org/wiki/Otis_Redding) raw soul, [Edith Piaf’s](https://en.wikipedia.org/wiki/%C3%89dith_Piaf) devastating intimacy. There’s something about artists who achieved that perfect balance of emotional truth and technical mastery, giving them a timelessness that transcends era and genre. In a world that feels increasingly chaotic, these voices offer something steady and true and they remind me why music matters. Not as escape exactly, but as a way to feel deeply and clearly when everything else is noise. ### One of your favorite projects you’ve ever worked on. Leading the [Lollapalooza](https://en.wikipedia.org/wiki/Lollapalooza) rebrand with [C3 Presents](https://en.wikipedia.org/wiki/C3_Presents) in 2023 alongside an amazing team at a small agency in Chicago. We honored the festival’s legacy while making it resonate with today’s audience by balancing heritage and evolution. Getting to shape the visual system for something that’s been part of my own musical memory was a dream project. ### A recent project you’re proud of. Building on [Angry Mob Music’s](https://www.angrymobmusic.com/) reputation as a publishing powerhouse by helping develop [AM2](https://www.angrymobmusic.com/am2), their sync division. We’re creating new pathways for artists to connect with visual media, building industry relationships and positioning the division to serve musicians in ways that feel both strategic and authentic. ### One thing about how the music world is evolving that you’re excited about. How AI is becoming a genuine creative partner for artists, helping with everything from ideation to production to accessibility. AI tools can be genuinely useful, and that makes it even more urgent that we solve for fair compensation and consent in how these systems are trained. Both things can be true : this technology can assist artists AND artists deserve to be paid for the work that makes it possible. ### A book, movie, TV show or podcast you recently found inspiring. [Rick Beato’s](https://en.wikipedia.org/wiki/Rick_Beato) [YouTube channel](https://www.youtube.com/@RickBeato). His interview style is masterful. He’s genuinely curious, deeply knowledgeable and he asks the questions that get musicians talking about craft in ways you rarely hear. His breakdowns of what makes great music work combine technical insight with pure love for the art form. It’s inspiring to watch someone operate at that level of expertise while staying completely accessible. ### An artist you admire outside the world of music. Anyone who makes their living space into living art. Where plants aren’t decoration but co-habitants, where the space breathes and grows. That kind of integration between human habitat and natural systems inspires me endlessly. That’s not just design, that’s a whole way of being in and a part of the world. ### Your favorite fictional character. [Ellen Ripley ](https://en.wikipedia.org/wiki/Ellen_Ripley)from [Alien](https://en.wikipedia.org/wiki/Alien_(franchise)). She keeps showing up, keeps protecting what matters and refuses to accept “impossible” as an answer. ### How musicians should approach working with brands. FThe best partnerships happen when a brand discovers you’re already their authentic advocate. Force it and everyone can tell, including your audience, the brand—and you. When it’s real, the collaboration energizes your work instead of compromising it. That’s the difference between a transaction and a partnership. ### How brands should approach working with musicians. Do your homework! Find artists who genuinely love what you do. Your values, your aesthetic, your actual product should already resonate with them. If you’re approaching someone hoping to make them fit your brand, it won’t work. The best partnerships celebrate what’s already true. And they work because the artist has real creative input. It should feel like a true collaboration. ### A mentor who helped you navigate the industry. I mostly blazed my own path without mentorship. That’s why getting involved with [Women In Music](https://www.womeninmusic.org/) and [The Recording Academy](https://www.recordingacademy.com/) and becoming a mentor matters so much to me. I know what it’s like to navigate this industry without that support structure. I’m committed to making sure other women don’t have to do it alone. ### What you’d be doing if you weren’t in the music business. Living somewhere quietly beautiful with my family close to nature and tending a garden, hiking in mountains and soaking up life’s precious moments. Homesteading is something I’ve always found fascinating—like growing your own food, using nature’s resources and living a truly sustainable life. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:michael.kauffman@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Music **External partners:** AM2, Angry Mob Music **Sections:** Community Voices --- ### [Experian's Really Big Shoe Leads Our 5 Ads of the Week](https://musebyclios.com/advertising/shoe-in-experians-massive-footwear-leads-our-5-ads-of-the-week/) **Published:** January 8, 2026 **Author:** David Gianatasio **Content:** **[THE BEST: Experian Rescues a Family That Lives in a Dirty Old Shoe](https://musebyclios.com/advertising/experian-assists-a-family-that-lives-in-a-dirty-old-shoe/)**A family trades an outsized high-top for a high-rise cowboy boot in this visually vital take on a famous fairy tale. BBH London created the eye-catching concept and Tom Noakes directed through Business Club. **And in no particular order…** **[Jonas Brothers Battle AI Slop for Almond Breeze](https://musebyclios.com/music/jonas-brothers-battle-ai-slop-for-almond-breeze/)**Is Nick real? How about Joe? Kevin’s probably always been AI-generated. Campaigns skewering tech and ad tropes are nothing new. But this effort from McKinney and CYLNDR Studios is especially well done with sharp writing and appealing (shirtless) performances. **[Health Appeal Smokes Vintage Cigarette Ad Tropes](https://musebyclios.com/health/health-appeal-smokes-vintage-cigarette-ad-tropes/)**Another play on marketing tropes, this one by biotech firm Achieve Life Sciences and GS&P. They made posters in the style of 1950s and ’60 cigarette ads with snarky headlines like: “Willpower. It’s a mighty fine way to quit smoking.” ![](https://cdn.musebyclios.com/wp-content/uploads/2026/01/07080513/smoke-tops-new.jpg)**[Christopher Walken, Miller Lite Push for People to Meet IRL](https://musebyclios.com/film-tv/christopher-walken-miller-lite-push-for-people-to-meet-irl/)**When the Walkenator tells you to go out and meet people, your feet start moving. When he tells you to spring for a Miller Lite, ditto. We’d buy Chris a beer any time. From Leo Chicago. **[Farber Says: Break Up With Your Debt for the New Year](https://musebyclios.com/advertising/farber-says-break-up-with-your-debt-for-the-new-year/)**IRL, significant others can run up the bills and leave you broke. Here, they’re actually made of overdue creditor notices and demands for payment. Great suit design in fun work by The Local Collective. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Achieve Life Sciences, Almond Breeze, experian, Farber debt solutions, Miller Lite **Sections:** Entertainment, Trending --- ### [Jonas Brothers Battle AI Slop for Almond Breeze](https://musebyclios.com/music/jonas-brothers-battle-ai-slop-for-almond-breeze/) **Published:** January 8, 2026 **Author:** David Gianatasio **Content:** How meta is too meta? For some, the mini-epic below from Blue Diamond’s Almond Breeze, featuring the Jonas Brothers, might just qualify. For nearly 3 minutes, McKinney and CYLNDR Studios skewer celebrity tropes, marketing cliches and automation overkill. This effort scores thanks to sharp writing and acting plus a light, irreverent tone—even if [spoofing AI feels a tad 2024](https://musebyclios.com/advertising/zevias-faking-it-in-spot-on-coca-cola-ai-spoof/). AI made them shirtless. It’s more human than we ever imagined. The team strove to “poke at the cultural conversation around AI slop, using humor to highlight how easy it is to generate content today, but how rare it is to make something that actually resonates,” per campaign materials. This feels like a smart brand tactic, positing Almond Breeze as a simple, healthier alternative to dairy. And the bros slap, shirts on or off. Joe, is that *really* you in the kitchen? Did Nick just pixelate? I’ve assumed Kevin was a simulation all along. “We were very aware that skewering AI and marketing tropes could feel recursive, but that awareness is the point,” Omid Amidi, Co-CCO at McKinney, tells Muse. “Using AI to call out AI reflects where we see the industry heading in 2026, which is away from spectacle and toward authorship.” “The work intentionally burns through the clichés so it can land somewhere quieter and more confident. Ending on ‘It’s really good’ isn’t a joke—it’s a corrective. When the noise fades, conviction is what actually cuts through.” The full video and cut-downs roll out this week across OTT, OLV and social media. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/01/08090632/jonas-3.jpg) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Music **Tags:** Almond Breeze, Jonas Brothers **Sections:** Entertainment, Trending --- ### [Kim Deval of Bindery Explains Why 'Sometimes, Space Is the Solve'](https://musebyclios.com/2-minutes-with/kim-deval-of-bindery-explains-why-sometimes-space-is-the-solve/) **Published:** January 11, 2026 **Author:** Shahnaz Mahmud **Content:** [Kim](https://www.linkedin.com/in/kim-devall-b7641846/) is currently executive creative director at Bindery. We spent two minutes with Kim to learn more about her background, her creative inspirations and recent work she’s admired. # Kim, tell us … ### Where you grew up, and where you live now. I grew up in Florida. But I’ve lived in NYC for 20 years and have a little cabin upstate. I need both the hum and the hush. ### A moment from high school or college that changed your life. When I was 17, my mom took me to NYC for the first time. Museums, theater, fashion, street art—I took it all in, mouth agape. I knew I’d live here someday. But I was more of an academic kid. Creativity was something I did on the side. Writing, art, little projects that lit me up—those didn’t feel like a “real” career path. It took me a while to realize that I could actually build a life around this. Now, those side projects are my whole life. In addition to advertising, I have a sculptural jewelry brand called [Preston & Linnie](https://www.prestonandlinnie.com/). And I’m building an art studio upstate with a couple of friends. Our dream is to host hands-on workshops and creative community gatherings. ### Your most important creative inspirations, and some recent stuff you love. [Operation Mincemeat](https://operationbroadway.com/) and [HA HA HA by Julia Masli ](https://publictheater.org/productions/season/2425/ha-ha-ha-ha-ha-ha-ha/)were two recent theater shows that stayed with me. I also go to[ Upstate Art Weekend](https://www.upstateartweekend.org/) in the Catskills and [Gowanus Open Studios](https://www.artsgowanus.org/events/gowanus-open-studios) in Brooklyn. I have an expensive habit of collecting, including pieces by [Natale Adgnot](https://www.nataleadgnot.com/), [Charles Buckley](https://www.charlesbuckley.com/), [Sonjie Feliciano Solomon](https://sonjiefs.com/home.html) and [Toni Brogan](https://www.tonibrogan.com/). ### One of your favorite creative projects you’ve ever worked on. [Dove’s Project #ShowUs.](https://www.razorfish.com/work/dove-project-show-us/) I worked with the incredible team at [Razorfish](https://en.wikipedia.org/wiki/Razorfish_(company)) on a global initiative to challenge beauty standards and expand how women and non-binary individuals are represented in media. This was done in partnership with [Dove](https://www.dove.com/us/en/home.html), [Getty Images](https://www.gettyimages.com/) and [GirlGaze](https://www.linkedin.com/company/girlgaze/). The insight was simple but powerful: “Show us more women who look like me.” We created the world’s largest stock photo library shot entirely by women and non-binary photographers. Real people, defined on their own terms. No digital distortion. No false narratives. And a step toward real change. Outside of advertising, one of my favorite moments was creating a jewelry collection that [Lauryn Hill wore](https://www.vogue.com/article/lauryn-hill-marc-jacobs-apollo-theater-20th-anniversary-tour-celebrity-street-style) while performing. ### A recent project you’re proud of. At [Bindery](https://www.bindery.co/), we recently teamed up with comedian [Paul Scheer](https://en.wikipedia.org/wiki/Paul_Scheer) to create [“The Big Deal Show” for CarGurus](https://www.bindery.co/branded-content/cargurus-the-big-deal-show), a celeb-packed content series that pushed beyond the traditional ad format. Part video podcast, part game show, it featured guests sharing their “big deal” car moments and playing games along the way. It was a fresh way to stretch the brand into entertainment and build cultural relevance. ### Someone else’s work you admired lately. I love [Street Easy’s](https://streeteasy.com/?utm_source=google&utm_medium=cpc&utm_campaign=sbw_br_se_x_nyc_acq_bof_nat_core_search&utm_content=brand_ny_state_geo_brand_exact&utm_term=nyc_apartment_search&gad_source=1&gad_campaignid=20918970679&gbraid=0AAAAADk3hFFxxcjfhkQF9eG7Em4AKsmOY&gclid=CjwKCAiAjojLBhAlEiwAcjhrDkKg7hYm5Bi4eaVvJgYKcgXl0GUtNWyYUvd7lTHYuieJL2LGUonZtBoCevIQAvD_BwE) [“Don’t Be a Former New Yorker”](https://musebyclios.com/advertising/dont-become-a-former-new-yorker-warns-streeteasy/) campaign. It’s so simple and rooted in a real cultural tension. And then you want to immediately send it to three friends who are currently debating a move to Montclair. ### Your main strength as a creative person. I try to stay positive, even when feedback is tough or a project hits a wall. I don’t dwell in the negative for long; I shift my focus to what I can do. And if I’m stuck, I’ll pivot to another creative project or go see something inspiring. Sometimes, space is the solve. ### Your biggest weakness. I sometimes spread myself too thin because I genuinely love creating things. I write scripts, build brands, make jewelry and art. Did someone say linocut printmaking class? Glass blowing anyone? I’ve gotten better about prioritizing, but I still think I can do it all. ### A mentor who helped you navigate the industry. [Megan Skelly](https://www.linkedin.com/in/megan-skelly-12255a4/) taught me to always chase the most unexpected human truth. [John Antoniello](https://www.linkedin.com/in/johnantoniello/) showed me how to hold on to purpose in every brief and make work that matters. [Hetal Patel ](https://www.linkedin.com/in/hetalpatel11/)reminds me that you can care deeply about the work and still squeeze every drop out of life. ### What you’d be doing if you weren’t in advertising? Move to the mountains and run a tiny shop filled with handmade jewelry and local art. Maybe have a few chickens. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:amy.corr@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With **Tags:** Bindery **Sections:** Community Voices --- ### [Christopher Walken, Miller Lite Push for People to Meet IRL](https://musebyclios.com/film-tv/christopher-walken-miller-lite-push-for-people-to-meet-irl/) **Published:** January 8, 2026 **Author:** Amy Corr **Content:** At a time when people are going light on drinking for Dry January, Miller Lite launched “Legendary Moments Start with a Lite.” It stars Christopher Walken, who encourages folks to meet with friends IRL and avoid the temptation of going home to relax. The first ad in a trio from Leo Chicago shows a man walking home after work. He is tempted to turn down softball with friends—until Walken convinces him otherwise. Next, a commuter wants nothing more than to exit the train and go home. But Walken convinces him to say yes to a concert and to “sleep when you’re my age.” The finale spot urges viewers to forget apps and meet people they’d like to date IRL. A man scrolls on his phone at a bar, makes eye contact with a woman and brings her a Miller Lite. “Miller Lite has always been about showing up and hanging out. This campaign is about reclaiming that spirit in a culture that’s forgotten how good it feels to just say yes,” says Dean Paradise, ECD of Leo. “Christopher Walken brings the perfect energy—he makes socializing feel important again, not optional. With him leading the charge, we’re reminding people that legendary moments start when you actually show up.” The campaign will run across TV, social, influencers and retail. “This platform is about inspiring the next generation of legendary moments by encouraging people to say yes to plans and enjoy the simple moments that bring us together,” says Sofia Colucci, CMO, North America at Molson Coors. “This is just the start—throughout the year, you’ll see big new creative work like this that champions beer and connects to clear consumer insights, not just from Miller Lite but our full portfolio of brands. ” ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Film and TV **Tags:** Christopher Walken, Leo Chicago, Miller Lite **Sections:** Entertainment, Trending --- ### [Hack the Super Bowl, Win the Super Bowl](https://musebyclios.com/musings/hack-the-super-bowl-win-the-super-bowl/) **Published:** January 8, 2026 **Author:** David Gianatasio **Content:** This is the only time of year when people remotely care about what brands have to say—so they go all in. And they go big: Big celebrities, big spends, big productions. But as budgets shrink and AI makes adverts start to look the same, it’s becoming harder for brands to stand out through sheer force and scale. Winning now requires being smarter—not just throwing more money at the problem. The good news is, if you break the Super Bowl advertising rules, no one kicks you out of the game. And when we look back at the ads that succeeded and stood the test of time, they were never playing by the rules. Easier said than done. As a creative, when you receive a Super Bowl brief, your instinct tells you this is the moment to make a big ad with a big budget and a big celebrity—something spectacular, massive, crazy. But to win this game, we have to go against our own instincts. ### Hacking the big screen The days of “pay $5 million to reach 100 million viewers” are long gone. The game isn’t just what happens on TV anymore—it’s what happens before, during and after. Brands that treat the Super Bowl as a cultural event generate far more engagement and impact than simply appearing on the “big screen.” Fragmented conversations happening simultaneously across multiple platforms are where the real opportunity lies. Everything before, during and after—everywhere, all at once. Instead of spending their media budget on TV, [Twix](https://adamandeveddb.com/work/second-staredown/) bought gold. Betting on second-screen behavior, they invited people to stare at their phones during a commercial break. Two pairs of eyes on two pieces of gold stared back at you, tracking how long you could keep staring—for the chance to win actual solid gold. Ultimately, people were looking at the phone-based Twix ad instead of their TVs. ### Hacking the use of celebrities Celebrity endorsements have become a commodity on the Super Bowl, making it more unexpected when a big brand decides not to use famous folks—or else finds clever ways to use unknowns. Like [Skittles](https://www.facebook.com/watch/?v=283969662214366), which decided to make a teenage boy named Marcos Menendez the main hero of their Big Game ad. They realized they could speak to millions by speaking to just one person. So they made an entire ad for ONE PERSON ONLY: Marcos. Without spending a single dollar on TV media. People tuned in to watch one guy watch his own ad on a YouTube livestream: a spot 100 percent customized for him, featuring a doppelgänger, surprise appearances from his friends, his mom … and, most unexpectedly, David Schwimmer. Schwimmer wasn’t on TV;l he was there just for Marcos. A huge celebrity used for a tiny, hyper-personal moment. An ad made for one person ended up being the most talked-about Skittles spot ever. ### Hacking big budgets Newcastle famously used their small (or lack of) budget to produce a Super Bowl commercial. They decided to air their storyboard instead of the finished ad. The result was funnier, more absurd and more memorable than actually shooting the spot. Play And as budgets get smaller, one thing to watch out for would be the hottest topic this year: AI. Many clients will probably want to use AI for “efficiencies” (aka cost-cutting) instead of as a tool to elevate ideas, improve quality and enhance craft. It’s tempting, but the danger is clear: What one brand generates with AI will look just like what every other brand generates with AI, making it even harder to stand out. I’m excited to see who will hack the Super Bowl this year—and how they’ll go about it. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings, Super Bowl **Tags:** dude london, newcastle, Skittles, Twix **Sections:** Community Voices, Entertainment --- ### [Health Appeal Smokes Vintage Cigarette Ad Tropes](https://musebyclios.com/health/health-appeal-smokes-vintage-cigarette-ad-tropes/) **Published:** January 7, 2026 **Author:** David Gianatasio **Content:** So, you want to quit smoking? It’s just a matter of willpower. Thanks for clearing that up, Achieve Life Sciences! The biotech firm, which is developing a potential treatment for smoking cessation, turns the tables on bygone cigarette ad tropes in stylish posters from Goodby Silverstein & Partners. London-based illustrators Oliver Bland and Olivia Chancellor, aka The Red Dress, helped develop the OOH push that drops today, timed to the J.P. Morgan Healthcare Conference in San Francisco. It also dovetails with the second Friday of the year, when [most folks quit their New Year’s resolutions](https://www.lewistownsentinel.com/news/local-news/2026/01/quitters-day-arrives-early-for-some/). ![](https://cdn.musebyclios.com/wp-content/uploads/2026/01/07074905/smoke-1.jpeg)The team studied “the visual language and compositional techniques of vintage poster campaigns from the 1940s through the 1960s,” GS&P associate CD Maria Sousa Machado tells Muse. “Those ads focused on saturated color palettes, assertive typographic pairings and hand-rendered illustrations with an airbrushed, idealized quality. They stressed confident characters and sweeping promises that defined the era.” ![](https://cdn.musebyclios.com/wp-content/uploads/2026/01/07074925/smoke-2.jpeg)“Treating willpower like a product allows the campaign to parody the long-held belief that quitting smoking is simply a matter of choice or discipline alone,” says Claire Stokes, also an agency ACD. “Using the overconfidence of vintage advertising to highlight how unrealistic that expectation has always been.” ![](https://cdn.musebyclios.com/wp-content/uploads/2026/01/07074941/smoke-3.jpeg)The campaign will appear in S.F. via digital billboards, hotel room media and taxi screens. “By portraying willpower as a ‘miracle solution,’ we’re deliberately calling out an outdated expectation, that people should be able to overcome nicotine dependence through sheer determination alone,” says Jaime Xinos, Achieve’s chief commercial officer. “The reality is many people need more than willpower. Nicotine dependence is a medical condition that deserves a new medical solution.” **CREDITS** GS&P Chief Creative Officer: Margaret Johnson Associate Creative Director: Maria Sousa Machado Associate Creative Director: Claire Stokes Group Account Director: Shanley McClure Account Director: Ian Braun Account Manager: Rachel Diaz Group Strategy Director: Caitlin Neelon Junior Brand Strategist: Aryana Ghazi-Hessami Junior Communication Strategist: Riya Sinha Junior Research and Analytics Strategist: Aliann English Executive Producer: Danielle Riccardi Producer: Hanna Hegnell Achieve Life Sciences Chief Commercial Officer: Jaime Xinos ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Health and Wellness **Tags:** Goodby Silverstein & Partners **Sections:** Lifestyle --- ### [These Album Covers Are Marvels of Art Direction](https://musebyclios.com/art-of-the-album/these-album-covers-are-marvels-of-art-direction/) **Published:** January 8, 2026 **Author:** Amy Corr **Content:** I never discovered great photography in galleries or museums. For me, it started in record shops, on bedroom floors and inside cracked plastic cassette cases. Album covers were my first art direction school: bold, intimate, sometimes clumsy, sometimes perfect. Only later did I realize that many of the images that shaped my teenage imagination were made by the same photographers I would one day meet on set. Even now, in a world of thumbnails and autoplay, I still think in 12-inch squares. Those sleeves taught me more about framing, attitude and storytelling than any theory class. I didn’t end up designing record covers for long, but the sleeves never stopped designing me. Every time I brief a photographer, argue over a crop or obsess about a single frame in a film, I’m that kid again in the record store, judging an album by its cover. ### Prince ### Lovesexy (1988) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/01/06142740/AOTALOVESEXY.jpg)In 1984, I was 12 years old and visiting Los Angeles with my parents. On my first day, a girl handed me a cassette and said, “Listen to this, it’ll blow your mind.” She didn’t know me, we’d only just met. It was Prince’s Purple Rain. And yes, it blew my mind. I listened to it on repeat, and I still belt out “Purple Rain” while cleaning the apartment. That tape started my audio love affair with Prince and, without realizing it, my education in art direction. The Lovesexy cover by Jean-Baptiste Mondino floored me. Created before Photoshop, it was pure collage with a bit of old-school airbrushing. It was the first time I understood that music and images could be part of the same vision. Years later, I worked with Jean-Baptiste on a Kodak spot and he had a few NSFW stories about hanging out with Prince. ### Bruce Springsteen ### Born in the U.S.A. (1984) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/01/06142736/AOTABORN-IN-THE-USA.jpg)My brother introduced me to Springsteen while playing tennis. He didn’t want me on the court for some reason, so he handed me his Sony Walkman and a tape of Born in the U.S.A. The cover was iconic and subversive, especially since at the time our family was living in Syria and the American flag seemed to be burned every other week. I remember how powerful that image was. Stupidly, as a newly minted fan, I bought the T-shirt and wore it on a trip to Homs. At one point a guy stepped up, pointed an AK-47 at my stomach and told me to turn my Born in the U.S.A. T-shirt inside out. Which I promptly did. The cover was shot by Annie Leibovitz. Years later, I was lucky enough to be a junior art director on a Louis Vuitton campaign with her. It was a strange full-circle moment: From almost getting shot over an image of a flag and a denim backside, to watching the woman who made that image work on set, seeing how she builds her frames in real time. ### Michael Jackson ### ‘Wicked Game,’ ‘Remember the Time’ (1992) – music videos ![](https://cdn.musebyclios.com/wp-content/uploads/2026/01/06142737/AOTADANGEROUS.jpg)Growing up, I was an MTV junkie, and Herb Ritts’ music video for “Wicked Game” was on repeat all summer. That sepia, soft-light art direction was everywhere. Calvin Klein and Banana Republic were all over that look. When Ponds needed a visual identity, the agency hired Herb Ritts to give them his signature treatment. Back then, that was the logic: Get a great photographer and the art direction will take care of itself. With that same aesthetic, Ritts shot some incredible images for Dangerous, at a time when Michael Jackson was still a pop deity, before the tabloids tried to reduce him to “Wacko Jacko.” ### Touloulou ### The Theme of Guts (1999) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/01/06142742/AOTATHE-THEME-OF-GUTS.jpg)My first job out of art school was in a design studio making record covers. They’d done sleeves for Ray Charles and Vanessa Paradis, so I walked in starry-eyed. The excitement quickly turned to disillusionment when I realized how little input the designers actually had. The labels sent us the images, and our job was basically to stick a title on top. Most days, the “design process” boiled down to choosing a font and a point size. I remember working on a sleeve for Touloulou, a short-lived French funk band, and getting a call from the main record store in Paris, La Fnac. They told me where to place the album title so it wouldn’t clash with the “New” discount sticker they were going to slap on top. That was the day I quit and went into advertising. ### Serge Gainsbourg ### Love on the Beat (1984) ![](https://cdn.musebyclios.com/wp-content/uploads/2026/01/06142738/AOTALOVE-ON-THE-BEAT.jpg)At 23, a wide-eyed young art director at Ogilvy, I had the opportunity to work with William Klein. He wasn’t a particularly pleasant fellow; he just seemed angry, swearing all the time. I remember how tall he was, and how small the camera looked in his hands. During the shoot, he was complaining about the bird shit on the side of a plane that was in shot, then grabbed a phone to call his airbrusher. That’s when I introduced him to Photoshop. Watching Klein discover Photoshop was like watching a kid with his hand in the cookie jar. I was able to talk to him about the cover for Love on the Beat, with Gainsbourg in drag, a huge deal at the time, and another moment where photography, music and provocation collided in one frame. [Art of the Album](https://musebycl.io/art-album) is a regular feature looking at the craft of album-cover design. If you’d like to write for the series, or learn more about our Clio Music program, [please get in touch.](mailto:michael.kauffman@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Art of the Album **Tags:** ALBUM ART, Design, Music **Sections:** Community Voices, Entertainment --- ### [Megan Thee Stallion Gets Pumped Up for Dunkin'](https://musebyclios.com/music/megan-thee-stallion-gets-pumped-up-for-dunkin/) **Published:** January 7, 2026 **Author:** David Gianatasio **Content:** It’s January, and everyone’s getting back in shape. That includes Megan The Stallion—aka “Pro Tina,” her Dunkin’ alter ego. Of course, MTS works out in her own special way, leading a not-even-slightly-suggestive retro exercise class to hype the arrival of Protein Milk at the eatery. “It’s time to target the muscles that matter the most—your sip-muscles,” she proclaims, brandishing a Mango Refresher as she puts her charges through their paces. And no jokes about how this approach should get tongues wagging. That’s just understood, people! “We saw protein milk as a natural way to give our guests more flexibility in how they enjoy the Dunkin’ menu throughout the day,” says brand CMO Jill Nelson. Artists Equity helped develop the commercial. And Megan slaps as ever, perhaps drawing on her experience as[ “Mother Fitness”](https://musebyclios.com/music/megan-thee-stallion-stars-as-mother-fitness/) for inspiration. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/01/07113123/dunk-3-1.jpg) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Music **Tags:** Artists Equity, Dunkin', Megan Thee Stallion **Sections:** Entertainment, Trending --- ### [Tom Brady's New Gig Revealed in Pizza Hut Spot](https://musebyclios.com/sports/tom-bradys-new-gig-revealed-in-pizza-hut-spot/) **Published:** January 7, 2026 **Author:** Amy Corr **Content:** Tom Brady teamed up with Pizza Hut to promote the brand’s “Pizza Before the Hut” initiative. As a pizza delivery driver, Brady has found a way to continue shouting “Hut!” off the field. “I got your pizza…HUT,” he shouts to a hungry fan. A frat boy calls him “the GOAT” and a grannie tells him to “shake it off, gramps” after she creams him with a fierce tackle. The spot promotes a $10, 16-inch Big New Yorker pizza. The campaign from VML is running nationwide across TV, digital, and social platforms. What’s more, Pizza Hut will give the first city that gets their college or professional quarterback to say “pizza” before “hut” during a nationally televised game a free pizza party. More on that [here.](https://www.pizzahut.com/c/content/big-new-yorker) “‘Hut!’ is woven into the fabric of football—it’s the sound that sets every play in motion. As we leaned into this unmistakable connection, we wanted to give that iconic call a Pizza Hut spin,” says Melissa Friebe, CMO at Pizza Hut. ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Sports **Tags:** Pizza Hut, Tom Brady, VML **Sections:** Entertainment, Trending --- ### [Experian Rescues a Family That Lives in a Dirty Old Shoe](https://musebyclios.com/advertising/experian-assists-a-family-that-lives-in-a-dirty-old-shoe/) **Published:** January 6, 2026 **Author:** David Gianatasio **Content:** So, your family of five lives crammed inside a stinky old sneaker that’s falling apart at the seams. It’s time to improve your credit score, don’t you think? Experian’s there to help, as we learn in the centerpiece film of the brand’s new fairy-tale-themed campaign: Ah, they achieved the capitalist dream, upgrading to a high-rise cowboy boot. Yee-haw! ![](https://cdn.musebyclios.com/wp-content/uploads/2026/01/06073152/exper-boot.jpg)“We know that life doesn’t always go to plan,” says Sal Miller, CMO at Experian. “But with the right tools and guidance, everyone has the power to change their narrative. This platform brings that promise to life in a way that’s bold, relatable, and full of optimism.” Frankly, people loathe credit bureaus and how their tallies can make or break our lives. This work humanizes the process with a lighthearted touch that puts the situation in perspective without going too far OTT. (Though for many who struggle to make ends meet, home ownership and other happy endings can feel like fairy tales. So that’s a strike against it.) BBH London created the eye-catching work, and Tom Noakes directed the :60 through Business Club. (Who’s all about [supersizing metaphors](https://musebyclios.com/advertising/the-glenlivets-theatrical-new-ad-is-set-atop-a-giant-treadmill/).) “It was super important to us that the homes felt believable,” agency creative director Stu Royall tells Muse. “It had to be relatable for everyday British families. And because authenticity was so central, director Tom Noakes was clear from the outset that we had to capture as much of the action as possible in camera. Which meant building the interior of not one but two giant shoes in a studio.” For the high-top trainer, “we started with a simple floor plan, working out how to fit a kitchen, living space, bathroom and beds into such a cramped space,” he recalls. “No detail was cheated. We took inspiration from houseboat design, where every space is utilized and every piece of furniture is multi-purpose.” “We kept the space intentionally constrained to reflect the cramped reality of modern life for a growing family. The cast had to crouch just to stand up.” As for impressive exterior scenes, “We shot plates of the street and then composited the shoe into them using VFX through post production studio Stray,” he says. “Getting the size of the stitching and the weave of the fabric just right was a painstaking but ultimately rewarding process.” Dropping today, Experian’s “Better Your Story” will step across TV, cinema, VOD, OOH, radio and digital through Q1. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/01/06073214/exper-1.jpeg)![](https://cdn.musebyclios.com/wp-content/uploads/2026/01/06073238/exper.jpeg) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Ad of the Week, Advertising **Tags:** BBH London, experian **Sections:** Entertainment, Trending --- ### [Apple Watch Pushes You to Outrun the Temptation of Your Cozy Bed, Recliner](https://musebyclios.com/advertising/apple-watch-pushes-you-to-outrun-the-temptation-of-your-cozy-bed-recliner/) **Published:** January 6, 2026 **Author:** Amy Corr **Content:** New year, new resolutions. Alas, most people abandon their fitness resolutions by the second Friday in January, better known as “Quitter’s Day.” Apple Watch wants you to stay the course and outrun the temptations to stop early (or never leave the house to begin with). Below, a bed and recliner chase runners, tempting them to stop and return to comfort. No couch potatoes here, though. These folks pick up the pace and stay committed to their goals, with help from their Apple Watches. The wearable gamifies exercise by offering activity challenges to keep users motivated while monitoring fitness metrics like training load, cardio fitness and recovery. The ads from Apple Marcom launched in the U.S. with an international rollout via broadcast, social and display. **CREDITS** Agency: Apple Marcom Director: Alaska Production Company: Iconoclast Post-Production Company: Arc Editing: Liz Orson @Apple Director of Photography: Pierre de Kerchove Music: ‘Give Thanks, Give Praise’ by Young Franco, General Levy, Tommy Villers ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Advertising **Tags:** Apple, Apple Marcom, Fitness, New Year's Resolutions, Running **Sections:** Trending --- ### [MrBeast, Svedka, Ritz, Grubhub and More Early Super Bowl Trends](https://musebyclios.com/super-bowl/mrbeast-svedka-ritz-grubhub-and-more-early-super-bowl-trends/) **Published:** January 7, 2026 **Author:** David Gianatasio **Content:** A topsy turvy NFL season is over, wildcard weekend is coming and the odds favor the Seattle Seahawks to win Super Bowl 60. But it’s far too early to count out Los Angeles. Go Rams! One thing is sure, per a Platinum Rye Entertainment study called [Super Poll: ](https://lbbonline.com/news/Platinum-Rye-Entertainment-Presents-2025-PRE-Super-Poll)80 percent of the audience on Feb. 8 will be watching every commercial in the game. They hope to see celebrities like Taylor Swift, Dwayne “The Rock” Johnson and Beyonce in “hilarious” ads that use their favorite tunes as soundtracks. Those fans may or may not be disappointed. Creative details are scant at this point, with returning advertisers like [Liquid Death](https://musebyclios.com/makers/19-crimes-collabs-with-liquid-death-to-intro-severed-red/) and [TurboTax](https://musebyclios.com/super-bowl/super-bowl-59-see-all-the-commercials/) and newbies such as [Manscaped ](https://musebyclios.com/advertising/groin-groomer-manscaped-makes-a-cheeky-about-face/)and Kinder Bueno keeping their concepts under wraps. As prices soar past [$8 million for 30 seconds](https://musebyclios.com/musings/the-admittedly-rare-business-case-for-committing-a-zillion-dollars-to-a-super-bowl-ad/), car makers remain largely AWOL from the Big Game, and there will be no sequel to the brilliant [“Case of the Mondays” ](https://musebyclios.com/super-bowl/coors-light-puts-sloths-into-the-big-game/)sloth fest from Coors Light. Fret not, though, because soda, snacks and [Jesus](https://musebyclios.com/super-bowl/christian-initiative-returns-for-third-straight-super-bowl/) will be well represented. Looking at the early brand announcements, here are some trends shaping up for the de facto national holiday: ### AI-AI-Oh Sazerac’s Svedka is the only marketer, so far, to disclose plans for a fully[ AI-generated ad](https://musebyclios.com/year-in-review/big-media-trends-include-vodka-bots-rocked-raccoons-fake-apologies-so-many-mergers/), which will be a first for the Super Bowl. But brand leaders have taken pains to emphasize the human involvement in their ongoing revival of the saucy Fembot star, now joined by a male character called BroBot. The spot’s message, too, will emphasize human connection. All eyes will be on this effort, much as they were on [Coca-Cola’s holiday campaign](https://musebyclios.com/on-trend/these-are-your-early-holiday-ad-trends-so-far/) from the same producer, Silverside AI (critics predictably pounced). Note to others who may tread on this territory: Transparency is key. On the flip side, can viewers expect to see some overt jabs at the technology, along with a return to careful craft and meticulous effects? Prediction: All the above. ### The Creatorverse Expands [MrBeast](https://musebyclios.com/musings/how-creators-and-artists-build-brand-empires/) has a killer idea for a Super Bowl commercial, according to a post from the wildly successful influencer-entrepreneur. Salesforce CEO Marc Benioff is intrigued and, sight unseen, said on X that he’s willing to put the brand’s game day ad in Jimmy Donaldson’s hands. If it happens, it won’t be the only creator or fan-driven marketing around the event. Execs at Hellmann’s mayo said their comedic entry will highlight product loyalists, while [Dove](https://musebyclios.com/worldviews/doves-real-beauty-puts-a-chrome-extension-in-the-picture/) will continue its collaboration with podcaster [Kylie Kelce](https://musebyclios.com/advertising/liquid-death-kylie-kelce-intro-kegs-for-pregs/) to support its Big Game spot. Svedka, partnering with actor-singer Victoria Justice for social activations, will drop dance moves from a consumer contest into its AI ad. PRE’s study found that 72 percent of viewers want to see more fan-generated work. Apparently, brands are listening. > I’ve been sitting on an amazing Super Bowl commercial idea for years. I know it’s random but someone please let me make your brand’s Super Bowl commercial so I can finally make this idea happen 🙏🏻 > > — MrBeast (@MrBeast) [December 29, 2025](https://twitter.com/MrBeast/status/2005683010579095988?ref_src=twsrc%5Etfw) ### New Year, New You Is there a better time—with more captive eyeballs—to reintroduce a brand to the masses? Depends on the execution, for starters. Without tipping their hands on content, several sponsors are promising a creative shift or a brand remodel. Among them: grocery staple Ritz, possibly touting its recently launched football-shaped cracker, and [Grubhub](https://musebyclios.com/music/grubhub-retools-u-s-strategy-with-snoop-dogg/), battling larger rivals and Super Bowl vets [DoorDash](https://musebyclios.com/sports/mascot-alert-doordash-plays-the-college-game/), [Uber Eats](https://musebyclios.com/advertising/uber-eats-nick-ball-bring-everyday-orders-to-life-youll-dig-that-twerking-pirate-booty/) and[ Instacart](https://musebyclios.com/super-bowl/instacart-big-game-ad-celebrates-advertising-icons/). Grubhub’s brass said their first Big Game ad will unveil a “renewed investment” and “massive brand refocus.” Salesforce is also repositioning itself for the AI world, per Benioff, perhaps looking to make a splash on a live TV event that drew a record 127.7 million viewers last year. Your move, MrBeast. > Things are about to get salty 2.8.26 👀🏈 [pic.twitter.com/2v5z6XZqp2](https://t.co/2v5z6XZqp2) > > — RITZ Crackers (@Ritzcrackers) [November 19, 2025](https://twitter.com/Ritzcrackers/status/1991159531926094209?ref_src=twsrc%5Etfw) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** On Trend, Super Bowl **Tags:** GrubHub, mrbeast, svedka **Sections:** Entertainment, Trending --- ### [Wealthsimple, John Wilson Search for the Future](https://musebyclios.com/advertising/wealthsimple-john-wilson-search-for-the-future/) **Published:** January 6, 2026 **Author:** David Gianatasio **Content:** “The Futurists,” a doc-style :60 from Wealthsimple, hits the sweet spot between future shock and schlock. Ironic and amusingly understated, the film presents various (oft quirky) subjects chatting about what the coming years may hold across tech, commerce, relationships, entertainment and more. “Rather than polished finance archetypes, the work captures people in all their complexities, their confidence, preparation instincts, big dreams and everyday contradictions,” per campaign materials. “It’s a human-first approach that mirrors how people actually think about the future today, and one that reflects Wealthsimple’s belief that better financial tools should meet people where they are.” Indeed, there’s a vibe that we’re not alone. The spot underscores that we’re all warping ahead together, facing the fears, triumphs and foibles with our fellow humans by our side. (Plus the occasional bot that just wants to play fetch.) Docu-series star [John Wilson](https://en.wikipedia.org/wiki/How_To_with_John_Wilson) directed and serves as host via Peanut World. The initiative broke just after Christmas. It’s proven popular, amassing more than 1 million views across various platforms so far. In recent years, Wealthsimple has generated considerable buzz through compelling videos. These include the (delightfully slow-developing) story of [determined slug](https://musebyclios.com/advertising/a-determined-slug-shows-his-mettle-for-wealthsimple/) and fab-fussy Martin Short as [the world’s laziest pitchman](https://musebyclios.com/film-tv/martin-short-couldnt-care-less-about-shilling-for-wealthsimple/). “The Futurists” includes OOH designed by The New Company: ![](https://cdn.musebyclios.com/wp-content/uploads/2026/01/06121757/wealth-ooh.jpeg) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Wealthsimple **Sections:** Entertainment, Trending --- ### [Great Ads From Across the Globe Spotlight Fine Jewelry, Banking, Road Safety](https://musebyclios.com/worldviews/fine-jewelry-banking-and-road-safety-in-great-ads-from-across-the-globe/) **Published:** January 5, 2026 **Author:** David Gianatasio **Content:** Here are some notable campaigns that broke worldwide in recent weeks, curated by Muse sibling [Ads of the World](https://www.adsoftheworld.com/). ### Bhima, ‘Celebrating 100 Glorious Years of Trust & Purity’ Agency: Turrino More than a jeweler, Bhima has been part of life’s most cherished moments for generations, from weddings to new beginnings. As it [looks ahead](https://www.adsoftheworld.com/campaigns/celebrating-100-glorious-years-of-trust-amp-purity), the brand reaffirms its promise to remain “Together Purever,” honoring bonds built on purity, love and tradition for centuries to come. Play ### Khan Bank, ‘Magical Days That Bring Wishes Closer’ Agency: Trimon In our fast-paced lives, where one day often feels much like the next. The New Year offers a rare chance to pause, reflect on our own dreams and help make someone else’s wishes come true. For [a young boy in rural Mongolia](https://www.adsoftheworld.com/campaigns/magical-days-that-bring-wish-closer), that wish was not a toy or a game but something far more meaningful: a school close to home. It’s a simple yet profound hope that captures why the New Year remains such a cherished arrival everywhere. Play ### Gobierno de Chile and Conaset, ‘Mateo, a Good Guy’ Agency: FRI As year-end celebrations drive a surge in travel, Chile’s Ministry of Transport and Telecommunications and Conaset have launched a new road safety campaign. Built on the idea that “you are a good person until you make a bad decision,” [the film](https://www.adsoftheworld.com/campaigns/mateo-a-good-guy) challenges the belief that accidents only happen to others. We meet Mateo, an ordinary, well-meaning man whose life becomes something much darker in the blink of an eye. Play ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Worldviews **Tags:** bhima, Chile ministry of transport, khan bank **Sections:** Trending --- ### [This Year's Australian Lamb Campaign Takes on the World Happiness Index](https://musebyclios.com/advertising/this-years-australian-lamb-campaign-takes-on-the-world-happiness-index/) **Published:** January 5, 2026 **Author:** Amy Corr **Content:** Australian lamb has been known to [bridge generation gaps](https://musebyclios.com/advertising/the-generation-gap-in-australia-shrinks-thanks-to-lamb/). And this year’s video from Meat & Livestock Australia tackles happiness. In 2025, the land of Oz dropped out of the top 10 in the World Happiness Index, falling to No. 11. MLA polled Australians and 75 percent responded that they are happy most days—or all the time. What’s more, half of Australians felt eating lamb should be a weekly ritual. A 3-minute video from Droga5 Australia & NZ follows judges from the World Happiness Index on a tour of the Island nation. The judges visit pristine beaches, a zoo and backyard barbecues. They bump into a man who’s shopping in nothing but his [Budgy Smugglers](https://budgysmuggler.com/). Ultimately, it’s the free outdoor barbecues that seals it for the judges. Play “The summer lamb campaign has become a tradition that Australians look forward to every year,” says Nathan Low, MLA’s general manager for marketing and insights. “It’s more than just an ad. It’s part of our cultural calendar, a moment that sparks conversation during summer.” “By creating a cultural moment that celebrates lamb, we are reinforcing its place on Australian tables and supporting a healthy domestic market that underpins returns for our industry.” ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Advertising **Tags:** Australian Lamb, Droga5 **Sections:** Trending --- ### [The (Admittedly Rare) Business Case for Committing a Zillion Dollars to a Super Bowl Ad](https://musebyclios.com/musings/the-admittedly-rare-business-case-for-committing-a-zillion-dollars-to-a-super-bowl-ad/) **Published:** January 6, 2026 **Author:** David Gianatasio **Content:** First, a memory test: Close your eyes. No cheating. Can you remember five ads (out of the 50+ that aired) from this year’s Super Bowl? Now imagine you didn’t work in advertising, and spent most of the game with friends, probably tipsy. Elite trivia team captains would be lucky to name one. So you can understand a CFO’s skepticism when asked if they should green-light $8 million on a 30-second ad that will, statistically, be all-but-forgotten by the end of the same business year. That said, we’ve entered an era where evolutions in marketing technology have sent us on a Holy Grail quest to deliver the right message to the right person at the right time. This comically specific targeting seems to respond to intimate conversations you just had with friends, paired with the AI-ification of hyper-customized creative assets. **The Optimization Era promises efficiency** Our obsession with last-mile efficiency has made us forget how brand-building actually works. It wrongfully over-attributes marketing credit to the final click. And because it’s hard to measure the subconscious. (The folks at System1 and IPA have been trying to open the world’s eyes to this case.) So, why would you buy a zillion-dollar TV ad? One word: Fame. The Super Bowl is a commitment to building brand fame, and a brave vote from a brand team that they want the 10x efficiency multiplier that fame campaigns get over awareness campaigns, according to IPA Databank. The problem is that because of the financial and political capital that most brand leaders have to spend convincing their teams and boards to buy the Super Bowl ad itself, they tend to under-commit on the campaign itself, where Super Bowls are “won” and “lost.” The result is that the creative lacks the commitment that the ad buy did. **The Commitment Commandments** With that, here’s a completely non-exhaustive list of commitments that make a Super Bowl campaign worth the zillion dollars you have to commit to secure the spot: - Commit to an audience that is smaller than 120 million Americans. Our math brains want to make the “cost per viewer” as low as possible to justify our massive investment. But trying to delight 120 million people with something unexpected or interesting is a truly impossible task, which is why we end up with generic, slapstick, celebrity-crutched ideas. Pick the growth audience you actually want to delight—they’ll still be in the tens of millions, but you can free yourself from the idea that everyone’s supposed to love your idea. For example: [Liquid Death](https://musebyclios.com/super-bowl/for-the-big-game-liquid-death-waters-down-its-shock-tactics/) chose to commit to an audience who gets and loves sarcasm and didn’t worry about the backlash of those who might misconstrue “drinking on the job” as actually getting drunk at work. The latter were never going to buy Liquid Death in the first place. - Commit to the emotional takeaway. System1’s research says highly emotional ads not only stick in your mind longer, but they drive long-term market share growth. Do you want people to laugh? Cry? Feel angry about an enemy? Feel surprised enough to lean in? You don’t have time or space to do all of these things in 30 distracted seconds. Pick one emotion and filter your decisions through that. For example: Lay’s checked every “nostalgia” box with their [“Little Farmer”](https://www.agweb.com/news/crops/crop-production/little-farmer-story-behind-super-bowl-commercial-captured-hearts-and-p) spot: a determined girl, return-to-simplicity storytelling about a potato, some Juno-coded folk music and of course a comforting, nostalgic Americana snack—Lay’s chips. - Commit to the long-term. Some Super Bowl spots are like butterflies—they’re extremely beautiful, but dead in a day. If you’re going to spend this much money on a Super Bowl, make sure it’s either leveraging the platform or distinctive assets you’ve been cultivating as a brand, or using the stage to plant seeds for the brand you want to build. For example: [Budweiser’s commitment to Clydesdales](https://musebyclios.com/super-bowl/a-horse-walks-into-a-bar-in-budweisers-super-bowl-ad/), [Häagen-Dazs’](https://www.youtube.com/watch?v=Oyx5Iz0Adiw) commitment to savoring slowly, [Doritos’ (re-)commitment](http://google.com/search?sca_esv=95f66cc136df0cea&sxsrf=AE3TifNFTMkEiHCqcginZIms9MN9F65kyQ:1767724267880&q=doritos+super+bowl+commercial+2025&tbm=nws&source=lnms&fbs=AIIjpHxU7SXXniUZfeShr2fp4giZud1z6kQpMfoEdCJxnpm_3b1rh8tmijoxabUcIQACXBPGOgTvdOTZ7-BDqvnYatn3XhYN_zokN_c1o9uETe-sLDHNmJuyy82MNwZdOCkonoQMLbkMoyIIfLPJe2hddKJ9TeP5jLdITen_OABu0CmWlgmloL1zliD-jGSlgv0jGU_mRMRTKIJKX5kawMnhXgSddz0Mdg&sa=X&ved=2ahUKEwjY4rCIxveRAxV6LdAFHWIqHAUQ0pQJegQIEhAB&biw=1399&bih=780&dpr=2) to crashing the Super Bowl, [Dunkin’s commitment to Ben Affleck](https://www.youtube.com/watch?v=IvzMUBlufF8). - Commit to getting out of the way. Super Bowl ad postmortems have a consistent killer: death by a thousand fingerprints. At most brands, hundreds of people have to touch the campaign in some form of another. And whether out of anxiety or a desire to tell your kid “that was my idea,” it’s hard for people to help themselves from a little note here, and a little note there. You can usually tell which ideas were stewarded by small, mighty teams that kept the idea fingerprint-free. You can usually remember the ads too, because they were simpler. For example: [Coinbase’s iconic commitment](https://musebyclios.com/advertising/coinbase-and-its-qr-code-win-the-super-clio-as-super-bowls-best-ad/) to the bouncing QR code says a lot more about who got out of the way than who added good notes. The fact that they committed to a 60-second spot is proof alone. Realistically, most brands can’t justify the cost of a Super Bowl ads. And a lot of other brands just don’t believe in playing the fame game. But if you’re going to fight the exhausting fights to commit to zillion bucks to have your brand show up at the Super Bowl, you should also be able to say out loud what else you’re committing to. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings, Super Bowl **Tags:** Budweiser, Coinbase, Doritos, Lay's, Liquid Death **Sections:** Community Voices, Entertainment --- ### [McDonald's 'Secret Menu' Revealed for 1st Time](https://musebyclios.com/advertising/mcdonalds-secret-menu-revealed-for-1st-time/) **Published:** January 5, 2026 **Author:** David Gianatasio **Content:** For years, I’ve been telling anyone who’d listen that McDonald’s secretly serves surf ‘n’ turf, chicken cheeseburgers and espresso milkshakes. They called me cray. Cray-cray, even. Well, who’s cray now?! Today, the fast-feeder reveals items on its “Secret Menu” across the U.K., confirming a long-standing urban legend about special items available for those in the know (apparently). “The ‘Secret Menu’ has been part of McDonald’s fandom for decades. Whispered about, speculated on, stitched on TikTok, but never officially confirmed… until now,” says Andrew Long, ECD at Leo U.K., which fashioned a wide-ranging campaign. “For the first time ever we’re transforming this niche cultural conversation into a full-scale food event.” “By tapping into a discussion that’s been brewing for years, we’ve got social media buzzing with campaign elements that have been shrouded in secrecy, officially bringing The Secret Menu to life, with weirdly good products built by the fans for the fans,” says Ben Fox, SVP and CMO for McD in the U.K. and Ireland. The initiative—cheekily focused on the “hush-hush” nature of the menu—runs through Feb. 2. Elements include videos, billboards and a SnapChat DM takeover (with messages launched directly into users’ feeds). ![](https://cdn.musebyclios.com/wp-content/uploads/2026/01/05081727/MCD-4.jpeg)![](https://cdn.musebyclios.com/wp-content/uploads/2026/01/05081747/MCD-5.jpeg) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Leo U.K., McDonald's **Sections:** Trending --- ### [Why Familiar Characters are the Most (Re-)Inventive Tools for Creators and Brands](https://musebyclios.com/musings/why-familiar-characters-are-the-most-re-inventive-tools-for-creators-and-brands/) **Published:** January 6, 2026 **Author:** David Gianatasio **Content:** The entertainment industry is facing a paradox where studios fear risk, yet audiences are exhausted by a sea of sameness. Original films like The Smashing Machine or One Battle After Another may receive critical acclaim but underperform. Remakes and sequels dominate, despite widespread criticism of their paint-by-numbers formulas. The creative market has shrunk, buyers are more cautious than ever and the packaging around an idea now matters more than the idea itself. In an industry where fewer buyers face exponentially more pitches, recognizable IP has become a safety net. But the most exciting work happening right now suggests something bigger. That the future lies not in recycling the familiar, but in reinventing it. **The record scratch** Reinvention—taking something audiences believe they know and flipping it in marvelous ways—is one of the strongest narrative tools creators have. Great storytelling has always thrived on “record scratch” moments where the anticipated trajectory suddenly veers somewhere unexpected. That principle applies not just to plot but to the characters themselves. Wicked is a perfect example. It’s a story that audiences already understand, expanded and reframed to feel new. Horror, the most commercially nimble of genres, has mastered this. Winnie the Pooh: Blood and Honey took a century-old childhood icon and twisted it into a low-budget slasher hit, raking in returns wildly disproportionate to its production spend. The film itself may not be the most creatively satisfying, but its success proves a larger point—the public is fascinated by reinvention. **A public-domain playground** In 2026, the opportunity grows. On Jan. 1, the public domain welcomed an array of iconic characters ranging from Agatha Christie’s Miss Marple to the comic strip Blondie. Could Blondie become a glamorous serial killer? A relatable anti-hero? A digital avatar leading a global brand campaign? Maybe. And that “maybe” is precisely where creativity lives. In a landscape defined by cautious buyers and shrinking budgets, playful risk is often the only real risk worth taking. Brands are sitting on a goldmine. For decades, they’ve been overly protective of their characters—Tony the Tiger, the Pillsbury Doughboy, the Keebler Elves, Peeps—treating them as assets to be preserved rather than worlds to be expanded. Meanwhile, the entertainment industry has squeezed comic books, toys and video games into blockbuster franchises. So where does the next great wave of IP come from? It may well be from brand mascots and personas. These characters already have multi-generational recognition; they’re pre-packaged story universes waiting for imaginative reinterpretation. Barbie and Super Mario Bros. proved how powerful that leap can be. But more adventurous examples, like Jack in the Box’s Jack Box appearing in Fortnite, show how far a character can stretch when brands allow it. Navigating the inner workings of a brand, or the complexity of its IP, is rarely straightforward. Marketers are being asked to do more with less, while consumer spending gets tighter. But at times like this, holding back can cost more than leaning in. Those willing to experiment, even in small doses, often pull ahead. **Audiences want familiarity, with a twist** With folks overwhelmed by news cycles, politics and instability, escapism is in high demand. Recognizable characters provide comfort, while reinvention offers surprise. That combination cuts through fatigue far more effectively than either nostalgia or novelty alone. At a time when networks prioritize subscriber growth and creators who don’t have 20 million subscribers must over-package every idea to get in the room, characters with built-in love and a willingness to evolve provide something rare: permission to be bold. The debate isn’t whether to use recognizable IP. That ship has sailed. The real question is whether creators and brands are willing to reinvent it in ways people haven’t experienced before. Familiarity gets audiences in the door, but reinvention keeps them watching, talking and sharing. At the end of the day, isn’t that what we want? ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings **Tags:** Versus **Sections:** Community Voices, Entertainment --- ### [Farber Says: Break Up With Your Debt for the New Year](https://musebyclios.com/advertising/farber-says-break-up-with-your-debt-for-the-new-year/) **Published:** January 5, 2026 **Author:** David Gianatasio **Content:** Sorry, Debt. But we’re through. It’s not you, it’s me. I want a different life. Farber casts personal debt as a significant other primed for Dumpsville in amusingly pointed spots from TLC (The Local Collective) and director [Nikki Ormerod](https://weareundivided.tv/artist/nikki-ormerod/lifestyle-nikki-ormerod/). The latter’s excelled with [quirky commercials](https://musebyclios.com/advertising/finger-lickin-kfc-apologizes-to-knives-forks-spoons/) for KFC Canada. Here, her plucky visual sense pays dividends, with bills and past-due notices taking on rude, annoying and toxic lives of their own. “Debt thrives on silence and shame,” says Farber VP, marketing Terry Yakimchick. “It’s a wake up call for anyone who thinks minimum payments are the only option or that they’ve run out of options. You haven’t. There is a real, legal, structured way out, and we’re here to guide people through it.” “In this category, people are used to being spoken to with solution-based peace of mind messaging, which can feel generic,” says Matt Litzinger, CCO at TLC. “Our insight was that debt behaves like a bad partner. It takes over your space, your peace, your choices—then convinces you it is just how life is now.” “That is why we didn’t dramatize debt as a spreadsheet problem,” he says. “We dramatized it as a personal one. When you stop seeing debt as who you are and start seeing it as what is happening to you, change becomes possible.” The team used no AI or CGI for the clips—relying instead on a costume crafted by [Builders Anonymous](https://www.instagram.com/buildersanon/?hl=en). “We had a very talented performer inside the debt suit, and he was amazing at giving us the action and physical presence needed to create these moments,” Litzinger tells Muse. “The suit was quite a challenge, specifically because the actor couldn’t see out of it, so a lot of the performance was done ‘blind.'” All in an all a savvy appeal, particularly for a Gen-Z audience. The memorable approach reframes the problem in a way that feels instantly relatable—and, best of all, fixable (with a branded assist from Farber, natch). The work rolls out this week in Canada across TV, OLV, OOH, social and radio. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Farber debt solutions, The local collective **Sections:** Trending --- ### [Digital Media's 'Off Era' Is So On](https://musebyclios.com/musings/digital-medias-off-era-is-so-on/) **Published:** January 3, 2026 **Author:** David Gianatasio **Content:** “*Technology has a way of giving us control and taking it away at the same time*.”—[*Sylvia Hart Frejd*](https://www.liberty.edu/journal/article/liberty-starts-nations-first-center-for-digital-wellness/)*, founder of Liberty’s Center for Digital Wellness* Imagine it’s 2007 and you’re waiting in line for the very first Apple smartphone, destined to become a cultural icon. Now, try explaining to the crowd that in two decades hence, a digital rebellion will motivate people to seek out [no-frills](https://www.newyorker.com/culture/infinite-scroll/the-dumbphone-boom-is-real), minimalist alternatives to curb screen dependency. In a twist no one fawning over those glossy black iPhone boxes saw coming, “dumb phones” are generating buzz. Smartphones aren’t going anywhere—let’s be clear—but this trend says a lot: We’re tired of being “always on,” and we crave boundaries and control over our attention. We’re in a lifestyle shift: Digital detox is on the rise, and even some chronically online influencers are going dark. The new humblebrag is announcing a break from “virtual insanity” (which [Jamiroquai](https://youtu.be/4JkIs37a2JE?si=RLpqnwdqIQ3GNbhs) warned us about) and rejecting the technology we once chased (and camped out to purchase). Speaking of camping out, I’m grateful my summers were unplugged by default, so my focus stayed on friends, folk dancing, jewelry-making, [color wars](https://en.wikipedia.org/wiki/Color_war) and sing-alongs. Our enemy was the mosquito; at the [Reset](https://www.resetsummercamp.com/) camp for digital dependency recovery, it’s infinite scroll. Back then, [Off!](https://off.com/en-us) came in a can. Now we need “Off!” as policy. Minnesota, California and New York have enacted laws requiring mental-health warnings on social media. Don’t be surprised if more states follow. No one wants to play second fiddle to a screen, but things (and people) are looking up at [Hush Harbor](https://hushharbor.co/#info) in Washington, D.C., where guests seal their phones in [Yondr](https://www.overyondr.com/) pouches and actually stay present. They even host [“Dumb Dating”](https://www.exploretock.com/hushharbordc/event/575655) nights sponsored by the Dumbphone—because “there’s something undeniably sexy about spending the night with no phones.” And you can still celebrate like it’s 1999 (or any pre-smartphone year) at an [Offline party](https://www.offlineparty.com/). We might be healing, but we can’t fold now (pun intended). Rumor has it Apple will [drop](https://www.macrumors.com/guide/what-to-expect-from-apple-2026) its first *foldable* iPhone later this year, and the brand is counting on millions of us relapsing for the must-have status symbol. Sure, flip phones had their moment in the ’90s—but this is Apple. We can expect hype, long lines and a reinvented design statement as a new generation “discovers” the trend for the first time. Once again, imagine it’s 2007 and you’re waiting in line for the first Apple smartphone. Now try explaining that years hence, we’ll need adult supervision to pry ourselves away from the little glass rectangle everyone’s about to worship—and then panic when it’s not within arm’s reach (a.k.a. nomophobia). With summer camp doubling as a detox, influencers romanticizing silence and states spraying the feed with warnings, the flex isn’t the upgrade—it’s the off switch. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings **Tags:** social media **Sections:** Community Voices --- ### [Has Super Bowl Advertising Become Over-Optimized?](https://musebyclios.com/musings/has-super-bowl-advertising-become-over-optimized/) **Published:** January 5, 2026 **Author:** David Gianatasio **Content:** There is exactly one day a year when advertising matters to regular people almost as much as beer, wings and their fantasy teams: Super Bowl Sunday. For decades, it was the closest thing advertising had to a true cultural forum (sorry, Cannes). People gathered around the TV to see the Big Game spots for the first time. That’s how [“Whassup?”](https://en.wikipedia.org/wiki/Whassup%3F) became part of the cultural vernacular. How a [kid in a Darth Vader helmet](https://www.youtube.com/watch?v=XrBTxqNjM6M) made Volkswagen feel magical again. How Tide hijacked an entire broadcast by [turning every ad into a Tide ad](https://www.youtube.com/watch?v=zpaLHwwYxE8). These weren’t just good commercials. They were ideas that millions of real people got to experience together. The Super Bowl still pulls in more than 110 million viewers annually, making it the most-watched event in America year after year. There’s nothing else like it. There’s no other experience where brands get this level of undivided, collective attention from people who are actually excited to watch ads. Fast forward to today, and that single-day cultural forum has quietly turned into a two-week content affair. Teasers launch on social to build buzz, ads drop early to drive engagement and content and community management surround it all to boost shelf life. The logic is understandable. Post-game wrap reports are stacked with impressions, shares and engagement rates. But something has been lost in the process. When everyone has already seen all the ads before the game, there’s nothing to really look forward to. There’s no “Oh shit, did you just see that?” No arguing over whether [Puppy Monkey Baby](https://www.youtube.com/watch?v=nQcfK9EKfL4) was ridiculous or brilliant. We’ve over-optimized the Super Bowl in service of metrics. And in doing so, drained the anticipation and excitement out of it. One of Tubi’s 2023 Big Game ads The irony: Brands that actually win the Super Bowl don’t treat it like just another media buy. Doritos figured this out years ago with [“Crash the Super Bowl.”](https://www.today.com/food/news/doritos-crash-the-super-bowl-commercial-contest-rcna171720) Instead of talking at football fans, they handed them the keys: Make our ad! Vote on it! Root for it! Suddenly, the brand wasn’t interrupting the game, it was part of it. In 2022, [Coinbase ran an ad](https://musebyclios.com/advertising/coinbase-and-its-qr-code-win-the-super-clio-as-super-bowls-best-ad/) featuring nothing but a bouncing QR code on a black screen, mimicking a DVD screensaver, which drove more than 20M+ scans to its site for free bitcoin offers. More recently, [Tubi hacked the moment](https://www.youtube.com/watch?v=73p4lL1iq7w) by convincing real people at home that someone in their group had accidentally changed the channel during the game. No pre-release could have helped those ideas take off. They worked because they happened live, in the room, in the moment, with real people reacting together. That’s the difference. The Super Bowl is a rare night when millions of people are actually paying attention at the same time. And that makes it fragile. Every early release, every attempt to win the week instead of the night, chips away at the very thing that makes the SB valuable in the first place. Super Bowl advertising doesn’t need more celebrities or bigger budgets, it needs discipline. Sometimes it’s about what you don’t do that matters more than what you do. Every once in a while, brands remember what really matters: doing something real and meaningful that real people actually care about. Inviting fans to become part of the story. Hacking the inventory. Breaking the format. And sometimes that means giving one of marketing’s biggest stories a left turn to reignite it into modern culture. That’s the reboot the Super Bowl deserves. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings, Super Bowl **Tags:** BarkleyOKRP **Sections:** Community Voices, Entertainment --- ### ['Tax-cidents' Can Happen. Sometimes, They're Costly](https://musebyclios.com/advertising/tax-cidents-can-happen-sometimes-theyre-costly/) **Published:** December 29, 2025 **Author:** David Gianatasio **Content:** If you’re enjoying the year-end holidays, just wait for tax season to start. That’s always loads of fun. Investment app Betterment gets in the spirit with spots illustrating “Tax-cidents” that can cost you beaucoup bucks on April 15. These include missing a call from your impossible-to-reach finance dude, receiving vital info too late via snail mail and forgetting to declare short term gains. Is your blood pressure spiking yet? Let’s chill with an amusing commercial: Naturally, Betterment positions itself as an automated savior, providing year-round features designed to “Tax-cident”-proof your financial world. “Betterment is built to help investors avoid the hidden tax surprises that quietly erode returns,” says CMO Kim Rosenblum. “We’re demonstrating how our tax-smart tools and automated technology work behind the scenes to help customers keep more of what they earn and build wealth with confidence and ease.” It’s either that, or hire a [big-ass talking calculator](https://musebyclios.com/advertising/taxslayer-rolls-out-calculator-spokescharacter/) to prepare your returns. Another Thing helped develop the push, which follows its popular [Mike’s Hot Honey spots](https://musebyclios.com/advertising/youre-not-stoned-mikes-hot-honey-is-just-that-good/) from the summer. The “Tax-cidents” initiative breaks this week across video, audio and digital platforms. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Another Thing, betterment **Sections:** Trending --- ### [A Thieving Monkey Goes on the Lamb for E*Trade](https://musebyclios.com/advertising/a-cgi-monkey-runs-amok-for-etrade/) **Published:** January 4, 2026 **Author:** David Gianatasio **Content:** Monkeys make everything better. But the shameless simians need to learn boundaries. Below, for Morgan Stanley’s E\*Trade, a CGI capuchin swipes a valuable ring. And the chase is on. Stunt performer [Ashton Moio](https://www.imdb.com/name/nm1190373/) (The Hunger Games, Wrath of Man) excels as a hero dad. Dude basically steals the show with his parkour-inspired moves—including a 20-foot dive into a courtyard. Ha, ha! Humans from Hollywood rock! Stupid monkeys. “What makes our ‘More to Love’ campaign truly special is what’s behind the action: The message that E\*Trade is better than ever now that it’s running with Morgan Stanley,” CMO Andrea Zaretsky tells Muse. “For the first time since we’ve joined forces, we’re showcasing how customers can seamlessly manage banking and investing all in one place,” she says. “As we enter a new year filled with possibilities, ‘The Pursuit’ celebrates how clients can now manage their financial lives with E\*Trade.” [Jackson Spidell](https://www.imdb.com/name/nm2144533/) (Avengers: Endgame, John Wick) oversaw the stunts. Nathan Price directed through Park Pictures. 72andSunny New York handled creative development. ![](https://cdn.musebyclios.com/wp-content/uploads/2026/01/04081736/ET-2.jpg) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** 72andSunny, E*Trade **Sections:** Entertainment, Trending --- ### [Here Are the Top Muse Guest Essays of 2025](https://musebyclios.com/year-in-review/the-top-muse-essays-of-2025/) **Published:** December 10, 2025 **Author:** David Gianatasio **Content:** Everyone’s got an opinion. We want yours! In the past 12 months here at Muse, industry execs and experts weighed in on a dizzying array of topics. Their takes stretched from appraisals of the media/marketing landscape to views on current events and tales of personal discovery. Also, a lot of folks wrote about AI, pro and con. Can’t imagine why. We appreciate the thoughtful words and welcome future contributions. These guest essays drew the most eyeballs in 2025… ### [5. What We Wish We Knew at the Start of Our Creative Careers](https://musebyclios.com/musings/what-we-wish-we-knew-at-the-start-of-our-creative-careers/)by Lucas Ribeiro and Kazuo Kubo May 9, 2025 “We gotta be honest. Starting out in advertising can be incredibly hard. Not just because of the competition or high standards. But because, at the beginning, you do not know the answers. And worse, you do not even know what the questions are. Or who to turn to. Or when to speak up. That kind of uncertainty can be overwhelming. We know the feeling. We were there too.” ![](https://cdn.musebyclios.com/wp-content/uploads/2025/12/10121020/MUSINGS-5-book.jpeg)### [4. Is Ad Biz Rediscovering Its Voice in AI’s Uncanny Valley?](https://musebyclios.com/musings/is-ad-biz-rediscovering-its-voice-in-ais-uncanny-valley/)by Craig Elimeliah August 26, 2025 “They can be stretched, compressed, exploded, transformed or subjected to impossible scenarios without moral consequence. We laugh because it’s safe to laugh. There’s no ethical weight to their predicaments because we don’t perceive them as capable of genuine suffering. In these early experiments, we’re witnessing the discovery of advertising’s next evolutionary leap.” ![](https://cdn.musebyclios.com/wp-content/uploads/2025/12/10121119/MUSINGS-VALLEY.jpeg)### [3. The Dawn of the Hyphenate Creative: Why It Matters](https://musebyclios.com/musings/the-dawn-of-the-hyphenate-creative-why-it-matters/)by Tyler Sugg August 5, 2025 We learn that it’s not just about multitasking. It’s about expanding horizons—in multiple, seemingly disparate directions—in order to craft better content. The very nature of creativity is evolving, the author says. That message seems more timely than ever now that Omnicom and IPG have [merged](https://musebyclios.com/musings/omnicom-ushers-in-a-new-era-for-brands-and-talent/). ![](https://cdn.musebyclios.com/wp-content/uploads/2025/12/10121227/MUSINGS-BB.jpg)### [2. I Left the Ad World for 4 Months and Realized Nothing Matters](https://musebyclios.com/musings/i-left-the-ad-world-for-4-months-and-realized-nothing-matters/)by Tori Young July 24, 2025 “I didn’t read a single industry headline. I watched a lot of good and bad commercials in the wild. And I came to terms with the fact that being an ad creative is a made-up job. Please take a moment of silence for my ego.” ![](https://cdn.musebyclios.com/wp-content/uploads/2025/12/10121336/MUSINGS-TORI-1.jpg)### [1. Why Make 1 Ad When You Can Make 50? Quality Meats Explains Its ‘Dumb Idea’](https://musebyclios.com/musings/why-make-1-ad-when-you-can-make-50-quality-meats-explains-its-dumb-idea/)by Gordy Sang and Brian Siedband ### November 11, 2025 Kooky costumes, dodgy VFX and [Ozzie Guillén](https://en.wikipedia.org/wiki/Ozzie_Guill%C3%A9n) helped celebrate Mr. Submarine’s 50th birthday. Creatives Gordy and Brian recall: “Once we landed on the whole horribly dumb 50-commercials idea, the insanity began and the ideas started flowing: Chicago celebs, nostalgic parodies, weird local references and jingles, jingles, jingles. We pulled from the things we loved about the old Mr. Submarine spots—the unintentional charm, the sticky songs, the so-bad-it’s-good sincerity—and tried to pay homage to all that. 50 times.” ![](https://cdn.musebyclios.com/wp-content/uploads/2025/12/10121445/MUSINGS-1-sub-1.jpeg)**More Muse roundups that put the year in perspective:** - [The Top Muse News Stories of 2025](https://musebyclios.com/year-in-review/here-are-the-top-muse-news-stories-of-2025/) - [Our Favorite Holiday Ads of the Year](https://musebyclios.com/advertising/its-time-to-unwrap-our-fave-holiday-ads-of-2025/) - [Our Favorite European Ads of 2025](https://musebyclios.com/advertising/our-favorite-european-ads-of-2025/) - [These Trends Rocked Pop Culture in 2025](https://musebyclios.com/year-in-review/these-trends-rocked-the-culture-sphere-in-2025-the-good-the-bad-and-the-chalamet/) - [Here Are Your AI Dos and Don’ts for 2026](https://musebyclios.com/year-in-review/ai-dos-and-donts-for-2026/) - [Our Top Global Ads of 2025](https://musebyclios.com/worldviews/our-favorite-global-ads-of-2025/) - [The Stories Behind 5 of 2025’s Most Captivating Photos from Getty Images](https://musebyclios.com/year-in-review/the-stories-behind-5-of-2025s-most-captivating-photos-from-getty-images/) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Year in Review **Tags:** Mr. Submarine, Quality Meats **Sections:** Community Voices --- ### [Animals' Fear of Fireworks Blazes Across the Sky](https://musebyclios.com/advertising/animals-fear-of-fireworks-blazes-across-the-sky/) **Published:** December 30, 2025 **Author:** David Gianatasio **Content:** Sometimes, a message doesn’t need to be deafening. Instead, a bright idea, memorably staged, can spark enlightenment. And so it goes in the spot below, which vividly reminds us that animals of all sorts dislike the clamorous fireworks displays that cap off so many seasonal celebrations. Here, the pyrotechnics themselves tell the story, as a dog, cat and horse flash through the clouds, imploring their human companions for a reprieve: They light up so many lives. Maybe keep it down a bit as we welcome ’26, OK? The Newtons Laboratory fashioned the campaign on behalf of the Greek Ministry of the Interior, noting that “fireworks noise can cause panic attacks in pets, leading to unpredictable behavior, injuries, escape attempts and even death.” “The solution is already here. Low-noise fireworks exist, but almost no one sees the point in using them. So, we had to make them look again, wishing for a New Year’s Eve where fireworks and pets can coexist.” Bottom line: “It’s not a celebration without fireworks. But it can still be a celebration without the noise.” ![](https://cdn.musebyclios.com/wp-content/uploads/2025/12/30123006/CAT.jpg)**CREDITS** Client – Greek Ministry of the Interior & Special Secretariat for the Protection of Companion Animals Advertising Agency – The Newtons Laboratory & Gravity The Newtons Creative Director – Giannis Sorotos Associate Creative Director – Chrysis Neophytou Copywriter – Dionysia Lampadariou Art Director – Markella Plianthou Account Director – Sofia Kornarou Production Company – Yeti Pictures Sound – Bounce Audio ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Holidays, Newtons Laboratory **Sections:** Trending --- ### [Dinner and a Show: Food Delivery Brand Stages Broadway Sendup](https://musebyclios.com/music/meal-service-asks-whats-for-dinner-food-or-fiction/) **Published:** December 29, 2025 **Author:** David Gianatasio **Content:** *“Powders with labels that you need to translate, Supplements marketed by your old roommate. Wellness routines wrapped in bio-hack schemes…”* Daily Harvest roasts hyper-processed food offerings and confusing health regimens in the only way possible: With a Broadway banger retooled to boost its brand. Creative agency Schaaf helped craft a version of “My Favorite Things” from The Sound of Music. The tweaked lyrics present Daily Harvest’s plant-based meals and snacks as alternatives to pseudoscience, stuff made in labs and pap spewed by ill-informed (and handsomely remunerated) influencers. “The wellness category has trained consumers to look for magic,” says agency founder Kendra Schaaf. “Daily Harvest’s superpower is that they don’t need any of that. Real food, transparently sourced and honestly presented, is the most radical thing you can offer right now.” The song’s perhaps too familiar for some. But there’s nice energy here. And we dig those green “de-puff” eye patches—snazzy! Most of all: the message rings true. Dubbed “Eat Food, Not Fiction” and directed by Sara Shelton of Station Film, the work will appear across digital, social and CTV. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Health and Wellness, Music **Tags:** Daily Harvest, Schaaf **Sections:** Lifestyle --- ### [Our 5 Ads of the Week: French Cars, Caitlin Clark, a Chatty Calculator and More](https://musebyclios.com/advertising/5-ads-of-the-week-french-cars-caitlin-clark-a-talking-calculator-and-more/) **Published:** January 2, 2026 **Author:** David Gianatasio **Content:** **[Week’s Best: The Most Dystopian Car Commercial Ever](https://musebyclios.com/advertising/is-this-the-most-dystopian-car-commercial-ever-made/)**Alpine portrays driving its electric vehicles as an act of rebellion. Flesh-bags battle future schlock with sci-fi humor, leaving our robotic overlords in the dust. From legendary commercial director Nicolai Fuglsig (of Sony [“Balls”](https://www.youtube.com/watch?v=-zOrV-5vh1A) fame). **And in no particular order…** **[Nike Says: Caitlin Clark Can Make It ‘From Anywhere’](https://musebyclios.com/sports/nike-says-caitlin-clark-can-make-it-from-anywhere/)**The WNBA superstar, Travis Scott and the Kelce Brothers take their best shot at delivering Nike’s hard-charging ethos. And it’s all net in a campaign that dropped on Christmas Day. **[Animals’ Fear of Fireworks Blazes Across the Sky](https://musebyclios.com/advertising/animals-fear-of-fireworks-blazes-across-the-sky/)**A reminder for New Year’s Eve from the Greek Ministry of the Interior. Images of dogs, cats and horses light up the sky in a plea for their humans to lower the volume on noisy fireworks. **[‘Tax-cidents’ Can Happen. Sometimes, They’re Costly](https://musebyclios.com/advertising/tax-cidents-can-happen-sometimes-theyre-costly/)**You wanna pay more? Really? Of course not. The Betterment app kicks off our most taxing season by positioning itself as a year-round financial-planning resource. **[TaxSlayer Rolls Out Calculator Spokescharacter](https://musebyclios.com/advertising/taxslayer-rolls-out-calculator-spokescharacter/)**He’s good with numbers, like 1099 and W2. Dude gets a tad sweaty at one point. But preparing returns is stressful. An actor donned an impressive suit to deliver this goofy but memorable message. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** alpine, betterment, Green Ministry of the Interior, Nike, taxslayer **Sections:** Entertainment, Trending --- ### [TaxSlayer Rolls Out Calculator Spokescharacter](https://musebyclios.com/advertising/taxslayer-rolls-out-calculator-spokescharacter/) **Published:** December 28, 2025 **Author:** David Gianatasio **Content:** Tax season is nearly upon us. Would a dorky talking calculator with googly eyes and wires for arms help relieve your anxiety? Let’s find out… Hm, a seemingly self-aware computational device that solves problems and converses in plain English? It’s almost like that machine achieved some sort of … *artificial intelligence*. What a far-out concept. Only in commercials, right? Now, let’s watch him sweat: “Taxes are all numbers and math and, truthfully, it’s the kind of numbers and math that we dread doing every year,” says Mike Behrends, creative director at Party Land, which developed the campaign. “Luckily, Calvin lives for this stuff—a numbers genius who does all the computing and tax math so you don’t have to.” “Our spokescalculator takes the clarity of TaxSlayer’s product and gives it a friendly, memorable voice,” adds brand CMO Sean McGinty. “He helps filers feel in control—and he’s a platform we can build on year after year.” Yeah. The spots could start adding up. (Taxing humor!) At the shoot, actor [Jarrod Pistilli](https://www.imdb.com/name/nm3203988/) wore an elaborate costume; the eyes and displays were added in post, along with his many quips, Party Land director of brand and growth strategy Suzy Langdell tells Muse. Directed in agreeably goofy fashion by Food Chain’s Michael Illick, the work debuted on yesterday’s Gator Bowl telecast. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Party Land, taxslayer **Sections:** Trending --- ### [Trident, Google Bid a Fond Farewell to Stranger Things](https://musebyclios.com/film-tv/trident-google-bid-a-fond-farewell-to-stranger-things/) **Published:** December 31, 2025 **Author:** David Gianatasio **Content:** Stranger Things fans, chew on this. Trident has joined the wave of series collabs with limited-edition packaging and more. LePub in Bogotá crafted the gum brand’s South American campaign, which features TV and digital content, art and 3D OOH installations. ![](https://cdn.musebyclios.com/wp-content/uploads/2025/12/31081937/trident-4.jpeg)Meanwhile, Google composed a “Love Letter” to Stranger Things devotees, based on search trends about the show. The landmark Netflix series gripped consumer culture in its tentacles as we prep for the final episode on Dec. 31. It’s been a generation-defining viewing experience, in the tradition of Twilight Zone, Star Trek, X-Files, Lost and Breaking Bad. Brands might find their worlds turned upside down as ST partnerships flicker and go dark. (Until the inevitable spinoffs and reboots, of course. And what will media writers do for dorky wordplay? I got nothin’!) Other initiatives (among many) dropping in recent weeks include a [“Hawkins Heli-Tour”](https://musebyclios.com/film-tv/buckle-up-for-a-stranger-things-hawkins-heli-tour/) from Microsoft Flight Simulator; Spotify’s [sing-along celebration](https://musebyclios.com/music/lets-sing-along-with-stranger-things/) of ’80s tunes used in the show; and soap from Dr. Squatch that helps folks [“Start Smelling Stranger.”](https://musebyclios.com/makers/dr-squatch-and-stranger-things-brett-gelman-take-on-big-soap-conspiracies/) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Film and TV **Tags:** Google, Stranger Things, Trident **Sections:** Entertainment, Trending --- ### [Is This the Most Dystopian Car Commercial Ever?](https://musebyclios.com/advertising/is-this-the-most-dystopian-car-commercial-ever-made/) **Published:** December 22, 2025 **Author:** David Gianatasio **Content:** You made a chess-bot pout. Score one for humanity! Alpine electric vehicles and Maison BETC Paris serve up a sad, sci-fi future in the stylish :60 below from director Nicolai Fuglsig. This well-realized dystopian vision posits that driving cars will one day become the ultimate act of flesh-and-blood rebellion: Fuglsig’s all about putting stuff in motion on motorways. Ad geeks will recall that he directed the uber-classic “Balls” for Sony Bravia. More recently, dude [drove hospital beds](https://musebyclios.com/health/this-l-a-hospital-put-so-many-beds-in-its-ads-and-theyre-hitting-the-highway/) down the highway in one of the year’s most audacious health campaigns. Here, he channels 1984 (of course) and George Lucas’ THX 1138 (which uses cars as an escapist [plot point](https://www.dhautomotive.biz/blog/lola-t70-iconic-cars-in-cinema-part-4/)), tossing in an authoritarian Elon Musk-style nitwit (sigh). The approach vibrantly leverages familiar tropes and current trends to show the joy of getting behind the wheel. Note the transition at the end from gray techno-sprawl to nature’s wonders on a sun-splashed country road. Hardly subtle, but the visual contrast proves effective nonetheless. There’s hella CGI on display, but no AI. So, all right then. True to its themes—more or less. “The Alpine A390 opens a new chapter, and this film expresses our conviction: technology is only worthwhile when it makes us feel alive,” says nameplate marketing director Patrick Fourniol. “We wanted to show the emotional power of a simple gesture: driving,” adds agency ECD Nicolas Lautier. The initiative breaks in France this week, rolling out worldwide next year. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Ad of the Week, Advertising **Tags:** BETC Paris **Sections:** Trending --- ### [Everyone Hates Ads. Except on Super Bowl Sunday](https://musebyclios.com/musings/everyone-hates-ads-except-on-super-bowl-sunday/) **Published:** December 27, 2025 **Author:** David Gianatasio **Content:** *“The Super Bowl is such an egregious waste of money. Brands who advertise during its ad breaks are stuck in the past.”* This is the gist of pretty much every marketing department’s water cooler conversation come February. And they’re right about one thing: Super Bowl spots are astronomically expensive, and keep rising. Yet for some, they remain the biggest value in advertising. In 2025, a 30-second SB spot [cost an eye-popping $8 million](https://www.statista.com/statistics/217134/total-advertisement-revenue-of-super-bowls/#:~:text=In%202025%2C%20advertisers%20are%20paying,in%20the%20last%20few%20years.), up 88 percent in the past decade. You can hear the water-cooler protests: *“$8 million? That’s more than my entire annual budget!”* But they are missing a very important point. The Super Bowl is the only remaining cultural moment where viewers utter the words, *“I just watch for the commercials.”* You get massive reach. An [estimated 127.7 million live viewers](https://www.reuters.com/business/media-telecom/super-bowl-audience-sets-all-time-record-single-network-broadcast-2025-02-11/) in the U.S. alone—consistently the most-watched TV broadcast annually—plus as many as [1 billion social media impressions worldwide](https://www.thedrum.com/opinion/are-tv-ads-still-super-bowl-touchdown). But what you really score, and why a Super Bowl spot is still worth the money, is active attention. No doom-scrolling, second-screening or autoplays. All eyes stay firmly fixed on the ads. And *that* is a rare luxury in today’s over-saturated, uninspired content slop fest. Everyone shouts “SHUSH!” when the Super Bowl’s commercial block starts, not when it ends. How unique is that? Imagine if one day a year, everyone on TikTok scrolled past all the content they normally prefer and paused to view every paid ad in their feed? Wouldn’t you hammer that day with your best content? I certainly would. It’s no wonder, then, that the Super Bowl’s commercial space has become a culture unto itself. There are [podcasts about the ads](https://www.campaignlive.co.uk/article/super-bowl-ads-review-lynsey-atkin-noel-bunting-david-kolbusz/1905766). There are [articles ranking the ads](https://www.rollingstone.com/culture/culture-features/super-bowl-ads-best-worst-2025-1235261475/). There are friend groups who *bet* on whose ad will be the funniest, longest and the best. On one day of the year, advertising boasts an actual fandom. It’s important to note, however, that the tried and trusted “famous face and hooky tagline” formula no longer works. It’s too disposable, a one-hit wonder. What great brands do these days is use their Super Bowl moment to introduce a new “world.” One that unfolds in the coming weeks, months or even years. That way, the commercial’s impact will reverberate long after its live broadcast. Look at [our client](https://musebyclios.com/sports/nike-says-caitlin-clark-can-make-it-from-anywhere/) Nike, for example. In 2025, they returned to the Super Bowl after a 27-year hiatus with [“So Win”](https://musebyclios.com/super-bowl/we-have-a-winner-nike-takes-super-clio-as-the-big-games-best-ad/) (by W+K Portland). Broadcasting this badass, women-only, hair-raising ad during the Super Bowl—ostensibly a male-heavy cultural event—was vintage Nike. But the spot alone wasn’t the true brilliance. What really resonated were the mini campaigns, one for each athlete featuring in the commercial, that flooded Nike’s social channels in the subsequent weeks. Creators and micro-influencers remixed the campaign with their own spin and memes accentuated the raw attitude of the athletes. This ensured the campaign lived on in feeds, timelines and comment sections for months to come. So, why do Super Bowl ads matter more now than ever? Why does the commercial break’s value continue to go up when the value of traditional media has broadly diminished? As the adage goes, “quality over quantity.” Simply, people pay attention to strong content. For most of the year, consumers see marketers as pirates, using the cheapest possible tactics to commandeer people’s attention. But for one day only, the biggest audience in the world is willing, even *eager*, to be marketed to. Why? Because, just like the players on the field vying for a ring, they know advertisers will bring their A-games. So, contrary to what the marketing water coolers might say, in 2026, the Super Bowl is still Super. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings, Sports, Super Bowl **Tags:** Nike **Sections:** Entertainment, Trending --- ### [Why Advertising on the Super Bowl Makes More Sense Than Ever](https://musebyclios.com/musings/why-advertising-on-the-super-bowl-makes-more-sense-than-ever/) **Published:** December 24, 2025 **Author:** David Gianatasio **Content:** Seems like every year the same question gets asked: Does it still make sense to advertise on the Super Bowl, given the ever-rising, exorbitant costs of placing a 30-second spot? Adding to the equation, of course, is the production price. Most commercials during the Big Game showcase a movie star or hit song, which can add millions of dollars to the equation. And with most Super Bowl spots, when there’s a celebrity or popular track involved, the duration of time for airing the clip (beyond the game itself) can be quite limited. It’s not as if a company can amortize the costs by running the same ad for years across multiple platforms and networks. With today’s technology, a spot can be judged and measured for its overall effectiveness but also evaluated almost immediately to determine whether it produces a sizable return on investment. In this world of sophisticated analytics and sky-rocketing costs, why would any company go through the trouble of creating a Super Bowl commercial? The answer is simple: *Because it’s the Super Bowl*. It remains the only cultural phenomenon capable of captivating more than 100 million pairs of eyeballs at the exact same time. It’s the last remaining form of appointment television. Generations ago, a TV show that ran for multiple seasons could generate tens of millions of viewers every week. The series finale could top 50 million. But those days are long gone. Today, even if a show is a hit, people watch it at different times. Sometimes it takes weeks or even months to gauge how many people tuned in. Another factor is the sheer volume of platforms available. When I was a kid, we had three networks to choose from—ABC, NBC and CBS. Today, there are hundreds of digital channels delivering content. But the one day each year when nearly everyone watches the exact same thing is Super Bowl Sunday. With the introduction of legalized gambling and the evolution of fantasy sports, more people across different demographics have become invested in the game. The NFL is by far the largest and [most influential sports league](https://www.sportspro.com/features/broadcast-ott/nfl-tv-rights-broadcast-revenue-espn-netflix-overview-2025-season/) in the country, and it’s not even close. This makes it a smart decision for companies to attach themselves to a brand that casts such a wide net. So soft drinks, snack chips, beer and automobiles continue to appear on the Big Game year after year. Moreover, even with all the technology available, the talk value that a truly compelling Super Bowl commercial generates transcends mere numbers. Creating a compelling SB story involves a few things: having a clear and simple message, for one. The last thing you want is for viewers to be confused. The best commercials tell stories that evoke emotion and stay true to what brands stand for. Some companies try to pull off crazy stunts for attention. But those are often flash-in-the-pan efforts; brands running such plays usually don’t stick around or return to the game. It’s great to create buzz, spark conversation and win awards. But at the end of the day, none of that adds up to much if the commercial isn’t driving sales. Those soft drinks and snack chips wouldn’t spend millions on Super Bowl ads if the investment didn’t make the cash register sing. More companies recognize this. And for that reason, there will continue to be strong demand to advertise on the game. And with that demand will come rising costs. Just something to think about the next time you reach for a bag of nacho chips at the supermarket and see a $10 price-tag staring back at you. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings, Sports, Super Bowl **Tags:** Pinnacle **Sections:** Community Voices --- ### [Nike Says: Caitlin Clark Can Make It 'From Anywhere'](https://musebyclios.com/sports/nike-says-caitlin-clark-can-make-it-from-anywhere/) **Published:** December 26, 2025 **Author:** David Gianatasio **Content:** When Caitlin Clark says she can shoot and score “from anywhere,” it’s probably best to take the WNBA wunderkind at her word. Especially if we’re talking about this Nike commercial from Conscious Minds that broke on Christmas Day: Naturally, the athletic footwear giant seeks to build buzz from anywhere and everywhere. Here, Nike offers a [Gen-Z play](https://musebyclios.com/sports/new-nike-campaign-aims-to-show-gen-z-why-they-need-to-just-do-it/). The [Kelce Brothers](https://www.tmz.com/2025/12/25/travis-jason-kelce-christmas-sweaters/), Travis Scott, Michael Che and Lisa Bluder help Caitlin put a cute spin on the brand’s hard-charging aesthetic. (Glad Travis and Jason showed up. Hadn’t seen them anywhere for 10 minutes and I was getting worried.) Developed with production house Follow Through, the spot will run across TV and digital platforms. Nike plans to expand on “From Anywhere” as the year unfolds, with Clark’s signature shoe set for release in the spring. ![](https://cdn.musebyclios.com/wp-content/uploads/2025/12/25061916/cla-2.jpeg) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Sports **Tags:** Nike **Sections:** Entertainment, Trending --- ### [Chime Finds Jason Momoa in a New York State of Mind](https://musebyclios.com/film-tv/chime-finds-jason-momoa-in-a-new-york-state-of-mind/) **Published:** December 23, 2025 **Author:** David Gianatasio **Content:** In NYC, doormen, baristas and bodega clerks give the best financial advice. It’s a fact! Jason Momoa portrays such characters in a fresh Chime spot designed touting the fintech company as “simple, supportive and built for real people,” we’re told. Created by Mojo Supermarket, the :30 serves as a sequel to Momoa’s [October Chime commercial](https://musebyclios.com/film-tv/chimes-first-holiday-campaign-stars-jason-momoa-as-various-mall-employees/) set in a mall. He played a bunch of parts in that one, too. “Momoa brings realness and warmth to the campaign, showcasing the need for modern banking that supports everyday life,” a brand rep says. Indeed, Aquaman brings the brawny charm, and the work tallies by focusing on a basic vibe (Chime = good) rather than bogging down in details about how to use the service. The latest spot breaks wide during NBA games on Christmas Day with a subsequent rollout on digital and social platforms. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Film and TV **Tags:** Chime, Holidays, Jason Momoa, Mojo Supermarket **Sections:** Entertainment, Trending --- ### [There's Still Time to Sing Along With Stranger Things](https://musebyclios.com/music/lets-sing-along-with-stranger-things/) **Published:** December 19, 2025 **Author:** David Gianatasio **Content:** Let’s go running up that hill one more time. As Stranger Things prepares to stream its last episode, Netflix turns up the volume on ’80s tracks that fueled the series’ chills, suspense and camaraderie. OOH by Dude Milan fuses ’80s songs from Spotify’s Stranger Things playlist. Each ad spotlights the role these tracks played on the landmark show. ![](https://cdn.musebyclios.com/wp-content/uploads/2025/12/19092951/strange-5.jpeg)The work will appear around Milan through year’s end, hyping a concert at the city’s Fabrique music club. ![](https://cdn.musebyclios.com/wp-content/uploads/2025/12/19093026/strange-1.jpeg)Acts like Mahmood, Francesca Michielin and Manuel Agnelli will perform Stranger Things tunes at a gala event on Dec. 29. ![](https://cdn.musebyclios.com/wp-content/uploads/2025/12/19093054/strange-4.jpeg)This initiative stands out amid the [many](https://musebyclios.com/makers/dr-squatch-and-stranger-things-brett-gelman-take-on-big-soap-conspiracies/), [many](https://musebyclios.com/film-tv/euro-streamer-taps-original-stranger-things-cast/), [MANY](https://musebyclios.com/film-tv/last-trip-to-the-upside-down-tide-bk-mcds-and-more-bid-farewell-to-stranger-things/) farewell tie-ins celebrating the show’s legacy. ![](https://cdn.musebyclios.com/wp-content/uploads/2025/12/19093118/strange-3.jpeg)Focusing on the soundtrack feels both fresh and nostalgic. These synth-y sounds opened our ears to the sonic dimension of an upside-down universe. They linked the past and present with a dark, exhilarating and timeless dimension that helped shape the must-see viewing habits of a generation. ![](https://cdn.musebyclios.com/wp-content/uploads/2025/12/19093147/strange-6.jpeg) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Film and TV, Music **Tags:** Dude Milan, Netflix, Spotify, Stranger Things **Sections:** Entertainment, Trending --- ### [Super Bowl Gives Brands a Chance to Make Fans for Life](https://musebyclios.com/musings/super-bowl-gives-brand-a-chance-to-make-fans-for-life/) **Published:** December 23, 2025 **Author:** David Gianatasio **Content:** My biggest gripe with Super Bowl campaigns is that most brands are just advertising during the Big Game, instead of creating content designed to specifically coexist with the Super Bowl. Those that do—like Rocket Mortgage and Uber Eats in 2025—can reap enviable rewards. Brands must keep in mind: this game is the pinnacle for two teams as well as their fans. So, why are advertisers not recalibrating their approach to ensure they’re speaking to this pair of rabid fanbases praying to the football universal power that their team prevails? Win them over, and you probably add brand fans for life. Play Once marketers position themselves to coexist within the Super Bowl, the sky’s the limit. Tech companies can highlight how their products help folks experience life differently; beer brands can amplify the camaraderie of the fan experience (after all, nothing beats the crew you’re sitting with at a game or in bar, especially when they buy you a drink because the vibes are high—or low). And because I’d love to see this happen, please market to the always-present viewers who know nothing about football but *really* appreciate having a good time, so they never skip a Super Bowl gathering. Play Brands also need to start pumping out social content weeks before the game, including memes—the more self-deprecating the better. Also, they should realize a lot of people are glued to TVs the final 3-4 games of the season because of team records (plus fantasy football playoffs are between week 15 and 17). If you’re going to be at the Big Game, why not start engaging with these audiences well in advance of the day? Who wouldn’t want to earn the receipt that their brand experienced incremental gains a month or so before the Super Bowl? It will never be a waste of money to buy a Big Game spot. But it will surely be a wasted opportunity for marketers if they misread the emotional temperature of the moment. Super Bowl ads aren’t judged like normal ads: they’re reviewed, ranked, memed and remembered. This is maximum cultural recall. No other ad buy comes pre-loaded with next-day analysis, social ranking, office chatter and press coverage. The Super Bowl is the only media placement where the ad itself becomes news. If a brand gets it right, the conversation lasts weeks, not seconds—and that earned attention is impossible to replicate with paid placements alone. And as AI floods the Internet with slop, the Super Bowl’s power increases. It’s live, imperfect and unrepeatable. It’s *real*. Lean into coexisting with the moment. Or don’t, and ask yourself why you missed such a powerful opportunity. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings, Sports, Super Bowl **Tags:** Mother, rocket mortgage, Uber Eats **Sections:** Community Voices --- ### [How AI Can Help Agencies Seize Opportunities in Real Time](https://musebyclios.com/ai-update/how-ai-can-help-agencies-seize-opportunities-in-real-time/) **Published:** December 26, 2025 **Author:** David Gianatasio **Content:** Running a creative agency means living inside revenue volatility. As much as creative leaders would love to focus on the big ideas—and trust me, you still must—you’re also responsible for covering operating expenses month to month, planning quarters that rarely behave as expected and making long-term decisions with incomplete information. In that environment, every signal matters. A client move. A cultural shift. A brand announcement that should have triggered a conversation—but didn’t. The hardest part isn’t effort. It’s focus. Finding money has always been a hard reality for growing agencies—especially small and mid-sized shops. In 2025, tightening budgets and intensified competition have increased pressure, squeezing some agencies between nimble indies and global networks, leaving leaders to chase growth without clear signals of where the next opportunity truly lives. So, for talent creativity to flourish, focus becomes that much more important. To solve my own focus issue, I built a custom GPT—not a newsletter, not a trend report and not an “in-the-know” scroll. It’s a weekly need-to-know opportunity generator designed to keep leadership oriented and surface leads based on what’s happening in the world as it directly relates to clients and creative capabilities. The goal is simple: See creative opportunity sooner. Act with confidence. Stop leaving revenue on the table because the signal got lost in the noise. What follows is a practical 101 on how to build something similar for yourself and your own creative teams. **Decide what you’re actually building.** Before touching AI, get clear on this distinction: This is not a newsletter. It’s not trendspotting for vanity. It’s not about being culturally fluent for its own sake. This system exists to keep leadership focused on what matters *this week*. The resource needs to translate external movement into internal opportunity, then generate contextual reasons to reach out to clients and partners. If the resource you design doesn’t serve revenue, strategy or relationship-building, it doesn’t belong in your creative process. **Start with your own information.** I built our system directly in ChatGPT. The first step was inputting my own information, following a clear structure encompassing: our client roster (current and aspirational); our creative capabilities and services; the industries, audiences and cultural spaces we track; and the trade publications, platforms and sources we trust. This becomes the foundation the GPT works from. I wasn’t asking the tech to guess what mattered to us. I was teaching it how to think like our leadership team—and you can do the same. Once that context is in place, your resource stops acting like a generalist and starts functioning like an informed strategist. **Define the output.** This is where discipline really matters, because the power of this system isn’t volume. It’s precision. Each week, I prompt our system to generate a short, structured opportunity forecast filtered through specific criteria: - Relevance: Does this affect a current or prospective client? - Cultural Weight: Does it reflect a real shift in behavior, sentiment or creative language? - Strategic Utility: Could this spark a conversation, pitch or expansion in the next 30–90 days? If it doesn’t meet all three, it doesn’t make the cut. This keeps the output useful, readable and actionable. **Pull on it weekly.** One of the most surprising benefits emerged over time. Because I only “pull” on this system once a week, ChatGPT has learned—through consistent, repeated prompting—to prioritize what is current. That means: The forecast changes meaningfully week to week. Even reports generated within 24 hours of each other surface different insights. Older or stale narratives fall away. The result is a pulse on the moment vs. a recycled trend deck. This cadence matters. It trains the system to behave less like an archive and more like an editorial desk. **Organize the forecast for action**. Each weekly output follows the same structure to ensure consistency and clarity: - Client and Industry Signals: Moves tied to clients, competitors or adjacent industries are distilled into what happened, why it matters and where opportunities exist. - Cultural Shifts That Matter Now: Only shifts that affect how brands communicate, partner or show up in the world (not trendspotting). - Creative, PR and Partnership Momentum: Notable brand activations, creator collaborations and earned media moments that signal where attention and investment are flowing. - Leadership Takeaways: Two or three clear insights answering who we should talk to, what we should be proactive about and where focus should sit next week. This is where warm leads emerge naturally—without forcing the sell. **Treat it as leadership infrastructure, not a report.** Finally, the real value of this system isn’t the document; it’s what it enables: sharper outreach, more timely pitches, aligned leadership conversations. Most importantly, it reduces the mental load of wondering whether something important is being missed. AI didn’t replace intuition. It added context, timing and leverage. In an industry defined by volatility, clarity is not a luxury. It’s infrastructure. And when you build a GPT with intention and train it by using your own information, it becomes less about knowing everything and more about understanding exactly what to do next. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** AI Update **Tags:** AI **Sections:** Trending --- ### [Paradise, Masaka Kids and More Great Trailers](https://musebyclios.com/film-tv/paradise-masaka-kids-and-more-great-movie-and-tv-trailers/) **Published:** December 23, 2025 **Author:** David Gianatasio **Content:** Here are some trailers that caught our eye this week… ### Paradise, Season 2 Hulu Trailer Agency: Wild Card Creative This well-crafted teaser opens with Xavier (Sterling K. Brown) waking up in the cockpit of an airplane that’s crashed. With very little dialogue and swelling piano chords, new characters appear along with fresh danger. As the score crescendos, we close with Sinatra (Julianne Nicholson) saying, “Can I tell you something no one else knows? It’s not just about the bunker.” Find out more on Feb. 23. Play ### Masaka Kids, a Rhythm Within Netflix Trailer Agency: Ignition Creative Editor: Matthew Patterson This uplifting promo teases the story behind the Ugandan YouTube dance sensations who have used the power of movement and song to overcome hardship. “That groove that comes out when you’re dancing makes you forget all the pain that you have,” we’re told. Seeing the joy on the faces of these youngsters will make your day. The legend began with a video that went viral and ultimately changed the lives of so many kids. Now they can chase their dreams. Catch this heartening doc on Netflix now. Play ### The Pitt HBO Max Trailer Agency: Aspect Editor: Tony Kubek We open with doctors welcoming back ER head nurse Dana (Katherine LaNasa). She’s here to help the facility get through the 4th of July. We learn that it’s the last shift for Robbie (Noah Wyle) before he takes a sabbatical. The music surges as the hospital computers go down. It ends with lives on the line and Dana says, “We all need help from time to time. The most important thing is that we never stop offering.” The Emmy-winning series returns on Jan. 8. Play ### His & Hers Netflix Trailer Agency: Requiem Ace reporter Anna (Tessa Thompson) tells her editor they found a woman’s body and she wants the story. Det. Jack Harper (Jon Bernthal) is walking away from the press when Anna yells, “Is it true you knew her?” The eerie score helps build the intrigue—and we discover that Anna is Jack’s wife. Every clue points to the attack being personal. Anna: “There are two sides to every story—which means someone is always lying.” Find out whodunnit when this limited series drops next month. Play ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Film and TV **Tags:** Hollywood, Trailers and Posters **Sections:** Entertainment, Trending --- ### [Please Fasten Your Seatbelts for a Stranger Things 'Heli-Tour'](https://musebyclios.com/film-tv/buckle-up-for-a-stranger-things-hawkins-heli-tour/) **Published:** December 22, 2025 **Author:** David Gianatasio **Content:** As two worlds prepare for the final flight of Stranger Things episodes, we take to the skies for a “Heli-Tour” of Hawkins, Ind. (where else?). The trippy trip arrives courtesy of an in-game experience from [Microsoft Flight Simulator](https://www.flightsimulator.com/). Hm, HELI-Tour. Way to give the ol’ wordplay a whirl! Naturally, there’s an ’80s-style grainy commercial—from Boo Agency and the [Lynch Brothers](https://www.directorsnow.com/lynch-brothers/)—plus IRL brand collabs that mirror the show’s multidimensional vibe. (Try calling the number in the ad. Spoiler: You won’t get airborne.) Like the man says in the :90 above: “Once you arrive, it’s hard to leave.” That’s true from a series perspective in more ways than one, as the brand tie-ins ahead of the ST grand finale [keep rocking along](https://musebyclios.com/music/lets-sing-along-with-stranger-things/). But wait, [there’s more](https://musebyclios.com/tag/stranger-things/), including Dr. Squatch conspiracies (“Smell Stranger!”), KFC morphing into Hawkins Fried Chicken and a Deutsche Telekom ad with tentacles and proto-streaming. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Film and TV, Gaming **Tags:** boo agency, Microsoft, Stranger Things **Sections:** Entertainment, Trending --- ### [Cows, Bearistas, Labubu, CES and More Trends to Ring in the New Year](https://musebyclios.com/year-in-review/cows-bearistas-ces-and-more-trends-to-ring-in-the-new-year/) **Published:** December 22, 2025 **Author:** David Gianatasio **Content:** If 2025 felt like a dog year to you, join the club. The working-stiff hive mind, in the form of Glassdoor, has chosen “fatigue” as its word of the year. How fitting. There are plenty of industry events and happenings just around the corner—the Sundance Film Festival in its final Park City bow; the cacophonous CES in Vegas; Hollywood’s backslapping run-up to the Oscars; Super Bowl 60–but there’s at least a little downtime between now and then. May you fill it with a [Ghoul Log](https://youtu.be/-NjnEwsK8KI?si=by05NCDsKDLB4Vls), an [erotically-charged hockey drama](https://www.thecut.com/article/heated-rivalry-gay-hockey-smut-show-tv-hbo-max-crave-canada-season-1-review.html), digital detoxes and JOMO—unless you plan to be part of the Stranger Things finale scrum. Meanwhile, check out a few trends in the pop cultureverse that should be on your radar for 2026: **Child’s Play** If you’re on the receiving end of a blind box this holiday season, or you recently brawled for a $30 Bearista cup or you’re swanning around in [“infantile fashion,”](https://www.wsj.com/style/fashion/chic-women-wearing-toddler-style-clothes-this-mom-gave-it-a-shot-40bc911f?mod=WTRN_pos5) you may be a kidult. And you’re not alone. This trend, brewing in cosplay and trinkets for years, gathered significant steam in 2025 and shows no sign of slowing. The throwback McDonaldland Happy Meals of the summer sold so well that McD’s recently launched a [Grinch-centric](https://musebyclios.com/advertising/brands-embrace-grinches-this-holiday-season/) version, also for adults, collectible toys included. Kith dropped a Pixar “Kithmas” collab of pricey cartoon-character streetwear, while Lego and Build-A-Bear are actively targeting their business-boosting over-18 crowd. And, of course, there’s [Labubu](https://www.wsj.com/business/retail/how-pop-mart-sold-the-happy-vibe-of-owning-a-labubu-ce405c64?utm_campaign=mkb&utm_medium=newsletter&utm_source=morning_brew) (Sony just snapped up film rights and hired Paddington’s director for the project). Looking ahead—and to no less turbulent times in this country—fully grown folks will continue to seek out swag and experiences that “transport them back to childhood,” per Pinterest Predicts 2026 “because looking to the past provides people with comfort.” Play **Heartland Heat** Yellowstone was just the beginning of the modern-day [cowboy craze](https://musebyclios.com/music/wrangler-revives-brutus-jeans-jingle-for-a-new-generation/), with its influence spanning entertainment, marketing, media, style and travel. With countless spinoffs still to come from that hit franchise, expect a new wave of big and small screen Westerns like a remake of The Magnificent Seven, another season of Netflix’s Ransom Canyon and a plethora of farm-based reality series. Ropers, riders and ranchers are having a moment, with salt-of-the-earth farmers coming on strong. Land O’Lakes partnered with country star Hailey Whitters for “Bovine Serenade,” a recent campaign centered on her acoustic performance in a pasture of dairy cows. Whole Foods predicts that 2026 will be “the year of the female farmer” as brands like Cowgirl Creamery and Painterland Sisters hype their origin stories and women founders. Rustic vacationing is part of this trend, with an [Expedia](https://musebyclios.com/musings/if-your-travel-ad-looks-too-perfect-gen-z-wont-trust-it/) report finding 84 percent of respondents looking for stays on or near a working farm. And the sweetest agritourism-meets-wacky-wellness tidbit: Cow cuddling, which feels like nuzzling up to a [“giant fluffy hot water bottle,”](https://www.bbc.com/bbcthree/article/f3077982-4f1c-4b40-81be-7f96c4235334?_hsenc=p2ANqtz-9TLfUABli9g63tjYH4nXyaHi1w98cUEWLz4Wh81V_Zy2A8xVOuUQTwrISePYa99hHM39EaCRHglollEzO7S4g0XwHTyg&_hsmi=394618318) is a thing. Think of it as the next-gen goat yoga or sound bath, guaranteed to improve your moooood. Play **Let’s Get Physical** Strength training and wearable gadgets weren’t the only trends in the fitness industry in 2025. There was a whole passel of M&As, with private equity firms buying into Crunch, EoS Fitness and 425 Fitness. CycleBar and Rumble blended together, as did a number of exercise tracking app companies, on the heels of 2024’s notable Orangetheory and Anytime Fitness merger. The category will continue to be hot for investors, per [Front Office Sports](https://frontofficesports.com/people-want-to-go-to-the-gym-why-fitness-ma-is-surging-in-2025/), as increasing numbers of consumers swell the ranks at IRL venues, prompting facility remodels and updated tech. “No one’s talking about Peloton anymore,” analyst Jeremy Hirsch told the pub. The flood of resolution-driven marketing has already started for 2026, including a campaign and yet another rebrand from the post-Chapter 11 Weight Watchers. Look for upcoming ads that will tout brands’ AI and data, community and events, preventative health, women’s wellness and weight management (ie programs specifically for those using GLP-1s). In: empowering, non-judgey messages. Out: before and after pictures. Play ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** On Trend, Year in Review **Tags:** CES, Holidays **Sections:** Entertainment, Trending --- ### [With These Tracks, We Can Be 'Heroes'—for More Than One Day](https://musebyclios.com/music/these-tracks-make-us-all-heroes-for-more-than-one-day/) **Published:** December 19, 2025 **Author:** David Gianatasio **Content:** ![](https://cdn.musebyclios.com/wp-content/uploads/2025/12/19103307/NOISE-x-2-1-1-2.jpg)Welcome to the 11th installment of “Good Noise” from [The Elements Music](https://www.theelementsmusic.com/) and [Clio Music](https://clios.com/music). In this series, we share new tracks on a collective playlist built by and for the tastemakers in our creative community, one song at a time. [Here’s the full playlist on Spotify.](https://open.spotify.com/playlist/0aRtzWqvu1ZCW6uVC19N6b) You can check out the four most recent picks below. ![](https://cdn.musebyclios.com/wp-content/uploads/2025/12/19103424/noise-2.jpeg)[**Prettybird** ](https://prettybird.co/eu/)[Karen Cunningham](https://www.linkedin.com/in/karen-cunningham-7160a312/), Director Artist + Song: [David Bowie – “Heroes”](https://open.spotify.com/track/7Jh1bpe76CNTCgdgAdBw4Z?si=c63fee48fc1f41b1&nd=1&dlsi=1967bf8fdb1340c0) “I’ve always been a fan of David Bowie. It’s hard for me to pick out my favorite track, but Heroes is so full of possibilities and joy. It reminds me of all the people I know who have done remarkable things with their lives, be it family, friends or colleagues. People who have taken the ordinary and turned it into the extraordinary, whether that’s big or small. I like the sentiment that we can all be heroes for one day.” Social Handle: [@karenpoolecunningham](https://www.instagram.com/karenpoolecunningham/) **REPUBLIC Collective** [Karen Macmillan](https://www.linkedin.com/in/karen-macmillan-728458/), VP, Creative Sync Artist + Title: [“Lamont Landers – “Lotta Love”](https://open.spotify.com/track/6eY845OhNVvZaKgTG94pjl?si=y1eHX5SwQmK4hDqxanR-OA&nd=1&dlsi=a941d25a0ef34c41) “‘Lotta Love’ is a raw and soulful song that is utterly human. An infectious redemption song filled with hope that I just can’t get enough of.” **[Bona Orakwue](https://www.linkedin.com/in/bona-orakwue-a8aa4222/)**, Executive Producer Artist + Song: [Madcon – “Beggin'”](https://open.spotify.com/track/1XyL3J7eTTKnxRZAM3LqIT?si=e187393314c84ccc&nd=1&dlsi=554cbd94414c4818) “‘Beggin’ takes me straight back to a period of responsible, reckless joy—a time that defined my early working life: full of creativity, connection, unity, loyalty and success. When I hear it, I’m reminded of many things, but one memory stands out: the dance-floor at BTAA (as it was called back then). It’s a joyful recollection from a chapter in my life that, when recalled, fills me with warmth and pride.” Social Handle: [@bonaclara7](https://www.instagram.com/bonaclara7/) **[Shadowrunner Industries](https://www.shadowrunner.industries/)** [Stephen Rutterford](https://www.linkedin.com/in/stephen-rutterford-937ba2a/), Director Artist + Song: [Intik – “Notre Devoir”](https://open.spotify.com/track/09Ms8MrgoGZwPXkYCOgMln?si=1bc8454606b74efa&nd=1&dlsi=f93d14bb5c2e411b) “When I’m not listening to doom drones, this is a joyful reset button. I discovered this track years ago in a bargain basement CD place in Bloomsbury. I had no clue what they were singing about (until I googled it just now) but I was profoundly struck by the emotion and soulfulness in his voice. ‘Notre devoir’ (translated as ‘Our Duty’) is a conscious hip-hop and reggae fusion track by the Algerian group Intik. The song focuses on themes of unity, social responsibility and the urgency of collective action in a troubled world. Chorus: ‘Our duty is to come together/To put our cards on the table/Let’s not tear each other apart.” Seems like a relevant message in times like these when the forces at large want to divide us. Something to think about in the coming year.” Social Handle: [@shadowrunnernyc](https://www.instagram.com/shadowrunnernyc/) **[You can check out our previous “Good Noise” picks here.](https://musebyclios.com/tag/good-noise/)** ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Music **Tags:** Good Noise **Sections:** Entertainment, The Clios --- ### [The Stories Behind 5 of 2025's Most Captivating Photos from Getty Images](https://musebyclios.com/year-in-review/the-stories-behind-5-of-2025s-most-captivating-photos-from-getty-images/) **Published:** December 19, 2025 **Author:** Christine Champagne **Content:** From a Flower Moon rising majestically behind the ancient Temple of Poseidon to pop star Benson Boone soaring through the air at Madison Square Garden, here are the stories behind five of the most arresting images of 2025. The photographers who captured them for Getty Images put them in perspective. ![](https://cdn.musebyclios.com/wp-content/uploads/2025/12/18123513/GettyImages-2214752615-1024x681.jpg)**SUNION, GREECE – MAY 12: ‘Flower Moon,’ rises behind the Temple of Poseidon in Cape Sunion, Greece. May’s full moon is nicknamed the ‘Flower Moon,’ in homage to the many springtime blooms in the northern hemisphere. (Photo by Milos Bicanski/Getty Images)** **Photographer Milos Bicanski:** This is not the first time I’ve photographed the moon rising at Cape Sounion, so I was prepared and knew the spot where I wanted to shoot from. Upon arrival, the sky was not clear. It was humid and the clouds started to gather. Since I know this place well, I decided to take a gamble, knowing where other photographers might be and considering elements they might not think about. The moon was rising fast, and I needed to switch settings for my camera, but there was not enough time for extra tests. Balancing exposure between the bright moon, a dark foreground and humidity can be tricky. I have experience though from photographing landscapes with black-and-white film and darkroom work. There’s no Photoshop or filters: just you, the landscape and a light meter, which helped me with capturing this illuminating picture. ![](https://cdn.musebyclios.com/wp-content/uploads/2025/12/18121919/GettyImages-2192991123-1024x660.jpg)**ALTADENA, CALIF. – JAN. 8: A person turns on a garden hose in an effort to save a neighboring home during the Eaton Fire. Over 1,000 structures burned, with two people dead, in wildfires fueled by intense Santa Ana Winds. (Photo by Mario Tama/Getty Images)** **Photographer Mario Tama:** The Altadena resident pictured here was trying to protect a neighboring house from igniting, using a garden hose to wet down the exterior and keep the heat and flames from spreading to the home next door. Several nearby homes were already burning, and I only saw a few firefighters in the area who were focused on attempting to save a different house. It was incredibly sad to witness. Yet the home next door to this one ultimately did not burn. In the following weeks and months, I returned to the burn zones scores of times, yet no single photograph has been able to fully articulate the immensity of the destruction and loss. Even now, the thought of all those families losing everything remains utterly heartbreaking. ![](https://cdn.musebyclios.com/wp-content/uploads/2025/12/18123147/GettyImages-2240028206-1024x660.jpg)**NEW YORK – SEPT. 5: Benson Boone performs onstage during the American Heart World Tour at Madison Square Garden. (Photo by Kevin Mazur/Getty Images for BB)** **Photographer Kevin Mazur:** The first time I photographed Benson Boone was when he was performing at the 2024 MTV VMAs, and I was blown away by him flipping off his piano and on stage. He is an incredibly talented musician but also very athletic. So photographing him is like shooting sports: never take your eye off the subject in order to capture the action. He typically doesn’t allow photography on his tour, but they made an exception for me to cover this show at Madison Square Garden, and I was set on doing the best job I could. I wanted to capture him flying through the air, and I was glad this shot showcased the stage, the fans and the arena all in one frame. ![](https://cdn.musebyclios.com/wp-content/uploads/2025/12/18123706/GettyImages-2213637955-1024x654.jpg)**NEW YORK – MAY 5: (Image has been converted to black and white.) Diana Ross attends the 2025 Met Gala celebrating “Superfine: Tailoring Black Style” at the Metropolitan Museum of Art. (Photo by Kevin Mazur/MG25/Getty Images for The Met Museum/Vogue)** **Photographer Kevin Mazur:** The Met Gala is my favorite event of the year. It’s the biggest night in fashion, and I love seeing the range of creative pieces that artists wear. I view the event like a marathon, try to pace myself and stay focused on who I am capturing in the moment. Diana Ross’ team reached out in advance and mentioned that she would be wearing a unique gown with the names of her children and grandchildren stitched into the train. When it was her time to walk, I made sure to cover all aspects of this dress. They mentioned that it would be a long train, but I had no idea that it would be as long as it was. I never saw anything like it. Since they asked that I photograph it from the bottom of the stairs, I made sure I was in the best position, not realizing that it would cover the entire staircase. As far as this image being in black and white, my team made that creative choice. Some images work better in black and white. ![](https://cdn.musebyclios.com/wp-content/uploads/2025/12/18124045/GettyImages-2231027728-1024x683.jpg)**NEW YORK – AUG. 19: Sabrina Ionescu of the New York Liberty reacts with Kennedy Burke and Natasha Cloud after scoring a three-point shot in the final minute of the game against the Minnesota Lynx at Barclays Center. The Liberty won 85-75. (Photo by Sarah Stier/Getty Images)** **Photographer Sarah Stier:** I like this moment because every single person is standing up and celebrating. Sabrina Ionescu hit a three-point basket so perfectly that it’s almost like the crowd couldn’t help but react. When shooting playoff games, it’s important to keep your head on straight, so that you too don’t get wrapped up in the crowd. It can be very loud and very crowded, but I try to use that to my advantage and add context to my photos. For me, what makes this image is the three main subjects in the foreground celebrating together, mirrored by the crowd with their hands up celebrating in the background. **More Muse roundups that put the year in perspective:** - [Our Fave Holiday Ads of 2025](https://musebyclios.com/advertising/its-time-to-unwrap-our-fave-holiday-ads-of-2025/) - [The Most Popular Muse Guest Essays of the Year](https://musebyclios.com/musings/the-top-muse-essays-of-2025/) - [Our Favorite European Ads of 2025](https://musebyclios.com/advertising/our-favorite-european-ads-of-2025/) - [These Trends Rocked Pop Culture in 2025](https://musebyclios.com/year-in-review/these-trends-rocked-the-culture-sphere-in-2025-the-good-the-bad-and-the-chalamet/) - [Here Are Your AI Dos and Don’ts for 2026](https://musebyclios.com/year-in-review/ai-dos-and-donts-for-2026/) - [Here Are the Top Muse News Stories of 2025](https://musebyclios.com/year-in-review/here-are-the-top-muse-news-stories-of-2025/) - [Our Favorite Global Ads of 2025](https://musebyclios.com/worldviews/our-favorite-global-ads-of-2025/) ![author avatar](https://secure.gravatar.com/avatar/bca57dd4723116a5018776272ebed389875689a3404acf351677240c4d746cec?s=300&d=mm&r=g) Christine Champagne [See Full Bio](https://musebyclios.com/author/christine-champagne/) [ ](https://musebyclios.com/author/christine-champagne/) **Categories:** Year in Review **Tags:** Getty Images **Sections:** Entertainment, Trending --- ### [Sorry Santa, No Snack for You! We'd Rather Feed Struggling Families](https://musebyclios.com/advertising/sorry-santa-no-snack-for-you-wed-rather-feed-struggling-families/) **Published:** December 18, 2025 **Author:** David Gianatasio **Content:** On Christmas Eve, Santa might have to land at McDonald’s or KFC if he wants a quick snack while delivering gifts across the U.K. That’s because Wonderhood Studios and [Soup Kitchen London](https://www.justgiving.com/charity/whitefield-soupkitchen) are asking folks to donate the price of Kringle’s traditional British snack to feed hungry folks nationwide. We’re talking £5.55 for a mince pie, sherry and carrots—the latter repping Rudolph’s nose. Father Christmas will get the message should get the message from this festive plate: ![](https://cdn.musebyclios.com/wp-content/uploads/2025/12/18091911/santa-1-1.jpg)Missing out on suet, eh? St. Nick’s probably cool with that. “Every year, we spare a thought for Santa, making sure he’s well fed as he makes his magical journey across the world,” say Wonderland creatives Holly Nash and Alysha Radia. “But we forget there are millions of real people who will go hungry this Christmas.” “We hope people will extend their generosity to those who are actually in need, and maybe even start a tradition of donating to the Soup Kitchen instead.” ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Holidays **Sections:** Trending --- ### [Toyota Puts On the Dog in a Big Way for HiLux](https://musebyclios.com/advertising/toyota-puts-on-the-dog-in-a-big-way-for-hilux/) **Published:** December 17, 2025 **Author:** David Gianatasio **Content:** You used to be so loyal, dog! In the shaggy spot below, bowsers abandon their owners’ SUVs to ride in the cargo bed of a Toyota HiLux. The shots of pooches aplenty packed in the pickup don’t exactly look real. But they’re so cute anyway! And these visuals gain considerable momentum from a driving version of CCR’s “Up Around the Bend” on the soundtrack. “We wanted to celebrate that loyalty and have a bit of fun with it,” says Mandie van der Merwe, CCO of Saatchi & Saatchi Australia, which developed the campaign. “In our film, even the most loyal sidekicks ditch their owners for a ride in a HiLux. And honestly, Aussies will find it hard to argue with their taste.” The work broke this week across Australian TV, OOH, digital, radio, in-store and social channels. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Saatchi & Saatchi Australia, Toyota **Sections:** Trending --- ### [Back-to-Back Wins: Chalamet Leads Our 5 Ads of the Week](https://musebyclios.com/advertising/back-to-back-wins-chalamet-leads-our-5-ads-of-the-week/) **Published:** December 18, 2025 **Author:** David Gianatasio **Content:** **[The Champ: Timothée Chalamet Plays the Carol of the Balls](https://musebyclios.com/film-tv/timothee-chalamet-plays-the-carol-of-the-balls/)**Tim follows last week’s [Wheaties triumph](https://musebyclios.com/film-tv/timothee-chalamet-appears-in-character-on-a-wheaties-box/) with another Ad of the Week performance as his character from the upcoming table-tennis flick Marty Supreme. Here, he takes on Metta World Peace to plug the film and ESPN’s NBA Xmas Day coverage. Hear the balls ring: Ping-Pong! Ping-Pong! **And in no particular order…** **[Dylan Efron Stars as a Swole Santa for Yahoo Mail](https://musebyclios.com/film-tv/dylan-efron-stars-as-a-swole-santa-for-yahoo-mail/)**Just call him the Yahoo Male. Or not. Anyway, Efron dons Kringle threads and does reps with candy canes at the North Swole. There’s an Ab-vent calendar, too. Props for heating up the season, BBDO. **[Scripted Drama: Canal+ Stages a Stormy Tango](https://musebyclios.com/film-tv/scripted-drama-canal-stages-a-stormy-tango/)**That’s real paper zipping around in BETC Paris’ *very* breezy promo. Can a determined couple dance through a hurricane of movie and TV script pages? It’s a wind-driven metaphor—sleek, gritty stuff from director Pierre Dupaquier. **[Toyota Puts On the Dog in a Big Way for HiLux](https://musebyclios.com/advertising/toyota-puts-on-the-dog-in-a-big-way-for-hilux/)**No cats allowed! But lots of doggos ditch their owners’ puny SUVs to share the cargo bed of a HiLux pickup. Great use of CCR’s driving track “Up Around the Bend.” The visuals don’t exactly look real, but they’re so darn adorbs. From Saatchi & Saatchi Australia. **[Center Parcs Shows Vacationers Floating in Giant Bubbles](https://musebyclios.com/travel/center-parcs-shows-vacationers-floating-in-private-bubbles/)**An oddly hypnotic travel message from the U.K. holiday village chain and Neverland. It’s a tad creepy, but that works in its favor. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Canal+, Center pArcs, ESPN, Holidays, NBA, Timothée Chalamet, Toyota, Yahoo Mail **Sections:** Entertainment, Trending --- ### [André Toledo of DAVID N.Y. on the Power of Trust ](https://musebyclios.com/2-minutes-with/andre-toledo-of-david-new-york-on-the-power-of-trust/) **Published:** December 22, 2025 **Author:** Shahnaz Mahmud **Content:** [André](https://www.linkedin.com/in/andretoledos/) is the chief creative officer of DAVID New York. He works with such brands as Supercell, Ikea, Clif Bar and Cointreau. Before moving to New York, André was a founding member of the network’s first European office in Madrid, where he led work for Netflix, Burger King, Twitter and Milka. Earlier, André served as global creative director at LOLA MullenLowe. We spent two minutes with André to learn more about his background, his creative inspirations and recent work he’s admired. # André, tell us … ### Where you grew up, and where you live now. I grew up in Lima, spent nearly 10 years in Madrid, and now I live in New York. ### How you first realized you were creative. Even though I’m a copywriter, in high school I loved playing around with [CorelDRAW](https://en.wikipedia.org/wiki/CorelDRAW). That was my hobby, making print ads. I know, it was weird. ### A moment from high school or college that changed your life. When I started college at 17, I almost immediately began working as an intern in an advertising agency. I’d spend the entire day at the agency, then head to classes around 4:00 P.M., and study until nearly 10:00 P.M. every day. Those years truly changed my life. ### Your most important creative inspirations, and some recent stuff you love. I loved [Murakami’s](https://en.wikipedia.org/wiki/Haruki_Murakami) latest book, [The City and Its Uncertain Walls](https://en.wikipedia.org/wiki/The_City_and_Its_Uncertain_Walls). ### One of your favorite creative projects you’ve ever worked on. [Scrabble](https://en.wikipedia.org/wiki/Scrabble): “Anagram Lovers.” This was my first project after joining[ LOLA MullenLowe](https://lola-mullenlowe.com/), and it ended up being featured everywhere. I couldn’t believe [Time](https://en.wikipedia.org/wiki/Time_(magazine)) was talking about an ad I had worked on. But more importantly, I got to work on it with people I admired and who are now great friends. Play ### A recent project you’re proud of. [Cointreau](https://en.wikipedia.org/wiki/Cointreau): “Any Tequila.” We jumped on the celebrity tequila trend to launch [Aubrey Plaza’s version ](https://en.wikipedia.org/wiki/Aubrey_Plaza)… just to prove that the real star of a proper margarita is Cointreau. Play ### Someone else’s work you admired lately. “Thank You For Your Interest in Astronomer.” Funny, simple, sharp and fast. Very fast. Play ### Your main strength as a creative person. I believe in trusting people. ### Your biggest weakness. I struggle to say no. ### A mentor who helped you navigate the industry. [Pancho Cassis](https://www.linkedin.com/in/fcassis/), who I’ve been working with over the last 10 years. ### What you’d be doing if you weren’t in advertising. Architect or lawyer. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:amy.corr@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With **Tags:** David, David New York **Sections:** Community Voices --- ### [Center Parcs Shows Vacationers Unwinding in Giant Bubbles](https://musebyclios.com/travel/center-parcs-shows-vacationers-floating-in-private-bubbles/) **Published:** December 17, 2025 **Author:** David Gianatasio **Content:** ![](https://cdn.musebyclios.com/wp-content/uploads/2025/12/17111637/bubble-3.jpeg)Life’s so stressful and anxious in a million anxious and stressful ways. I want my peaceful bubble of calm serenity right now!! U.K. holiday village chain Center Parcs aims to fill our universal need for relaxation and escape. And Neverland found a downright bubbly way to deliver the message. Big-ass bubbles in a bucolic village. [What could possibly go wrong?](https://en.wikipedia.org/wiki/Rover_(The_Prisoner)) Geeky TV references aside, the work, playfully lensed by Untold Studios’ Fred Scott, bounces hypnotically on the line between soothing and creepy. That’s meant as an endorsement. The stuff’s just different enough to stand out, intriguing and family-friendly with a touch of the surreal. And if you’re in the mood for a bubble bath… ![](https://cdn.musebyclios.com/wp-content/uploads/2025/12/17105820/bubble-x.jpg)The campaign starts rolling out in Europe this week across TV, cinemas, OOH and social. ![](https://cdn.musebyclios.com/wp-content/uploads/2025/12/17110455/bubble-4.jpeg) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Travel **Tags:** Neverland **Sections:** Trending --- ### [Louis Posen of Hopeless Records on Turning a 'Bedroom Label' Into an Indie Powerhouse](https://musebyclios.com/2-minutes-with/louis-posen-of-hopeless-records-on-turning-a-bedroom-label-into-an-indie-powerhouse/) **Published:** December 21, 2025 **Author:** Shahnaz Mahmud **Content:** [Louis](https://www.linkedin.com/in/louis-posen-338b1917/) is the founder of Hopeless Records. A 30-year veteran of the industry, he has turned a bedroom label into one of the most successful companies in independent music. It is home to a diverse roster of artists, including Avenged Sevenfold, All Time Low, Sum 41 and the Wonder Years. The indie op touts over 400 releases, with several gold and platinum certifications to its credit. Posen currently serves on the board of several prominent industry organizations, including Merlin and A2IM. He has also been named one of Billboard’s Indie Power Players for five years running. Posen, who is blind, has had his inspirational story told in Businessweek, the Los Angeles Times, Alternative Press and Billboard. We spent two minutes with Louis to learn more about his background, his creative inspirations and recent work he’s admired. # Louis, tell us … ### Where you grew up, and where you live now. I grew up in the Beverly Glen neighborhood of Los Angeles. I now live in the San Fernando Valley with my wife and dog, and I miss our daughter, who just went away to college. ### Your earliest musical memory. I can remember listening to [Elvis ](https://en.wikipedia.org/wiki/Elvis_Presley)and [Simon and Garfunkel](https://en.wikipedia.org/wiki/Simon_&_Garfunkel) on [8-track](https://en.wikipedia.org/wiki/8-track_cartridge) in my parents’ car in the early-70s. Then [Kiss ](https://en.wikipedia.org/wiki/Kiss_(band))and [Van Halen](https://en.wikipedia.org/wiki/Van_Halen) in my brother’s room in the late-70s. And finally, going to my first punk show in 1982 to see [X](https://en.wikipedia.org/wiki/X_(American_band)) at the Reseda Country Club. ### Your favorite bands/musicians today. The hub of my music wheel is still the[ Beatles](https://en.wikipedia.org/wiki/The_Beatles), and the spokes go off into several punk bands, including the [Ramones](https://en.wikipedia.org/wiki/Ramones), [The Clash](https://en.wikipedia.org/wiki/The_Clash), [Social Distortion](https://en.wikipedia.org/wiki/Social_Distortion), and [Operation Ivy](https://en.wikipedia.org/wiki/Operation_Ivy_(band)). As far as newer bands, I love [Hopeless Records’](https://en.wikipedia.org/wiki/Hopeless_Records) own [TX2 ](https://www.youtube.com/@TX2OFFICIAL)and [Scene Queen](https://en.wikipedia.org/wiki/Scene_Queen). I also still enjoy [Tom Petty and the Heartbreakers](https://en.wikipedia.org/wiki/Tom_Petty_and_the_Heartbreakers) and [Pantera](https://en.wikipedia.org/wiki/Pantera), and I listen to a lot of ’80s new wave, blues and jazz. ### One of your favorite projects you’ve ever worked on. I’m thankful that I get to help develop artists’ careers in such a profound way. I remember working on the first Hopeless Records release, a 7-inch disc by [Guttermouth](https://en.wikipedia.org/wiki/Guttermouth), and how exciting it was to learn the process, from designing and printing album jackets and vinyl manufacturing to sales and marketing. It has been rewarding to see band like [Avenged Sevenfold](https://en.wikipedia.org/wiki/Avenged_Sevenfold), [All Time Low](https://en.wikipedia.org/wiki/All_Time_Low) and [Neck Deep](https://en.wikipedia.org/wiki/Neck_Deep) grow. ### A recent project you’re proud of. It’s especially rewarding when the artist has a message that goes beyond music. [Noahfinnce](https://en.wikipedia.org/wiki/Noahfinnce), TX2 and [Destroy Boys](https://en.wikipedia.org/wiki/Destroy_Boys) are examples of that. These are artists who have something to say, hopefully helping to make the world a better place. ### One thing about how the music world is evolving that you’re excited about. Artists are taking chances and not just following what has been successful in the past. Punk and alternative music thrive on being different. ### Someone else’s work, in music or beyond, that you admired lately. During a recent trip to Las Vegas, I had the chance to see the [Eagles](https://en.wikipedia.org/wiki/Eagles_(band)) at the [Sphere](https://en.wikipedia.org/wiki/Sphere_(venue)) and explore [Meow Wolf](https://en.wikipedia.org/wiki/Meow_Wolf), two unforgettable experiences that blend music and art in immersive ways. I also visited [Sushi by Scratch ](https://www.sushibyscratchrestaurants.com/)and enjoyed their 17-course omakase, an unforgettable gastronomic experience. ### A book, movie, TV show, or podcast you recently found inspiring. Podcasts: [The One You Feed](https://www.oneyoufeed.net/), [99% Invisible](https://music.amazon.com/podcasts/9bbecb13-d836-4d8b-b377-6b35c5b8dacb/episodes/a581be24-b900-4a32-adfd-a29efa555df1/99-invisible-99-invisible-the-trailer?ref_=dmm_acq_mrn_d_ds_rh_z_p454-cr2031330-c&referrer=https://www.google.com/) and [Dan Carlin’s](https://en.wikipedia.org/wiki/Dan_Carlin) [Hardcore History](https://www.dancarlin.com/hardcore-history-series/). ### An artist you admire outside the world of music. [Akira Kurosawa](https://en.wikipedia.org/wiki/Akira_Kurosawa) ### Your favorite fictional character. [Winnie-the-Pooh](https://en.wikipedia.org/wiki/Winnie-the-Pooh). He reminds me of my wife. ### How musicians should approach working with brands. Musicians should align with brands that share their values, aesthetic and message. That relationship should be authentic and feel right. ### How brands should approach working with musicians. Same as above. ### A mentor who helped you navigate the industry. The late [Tom Richmond](https://en.wikipedia.org/wiki/Tom_Richmond_(cinematographer)), a cinematographer. He taught me so much, including the delicate balance between art and commerce. He introduced me to so many amazing punk bands and influential people. He believed in me throughout my pursuits as a blind director, a blind record label owner and as a person contributing to the world. ### What you’d be doing if you weren’t in the music business. Mediator, sommelier or serving yogurt. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:michael.kauffman@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Music **Tags:** Hopeless Records **Sections:** Community Voices, Entertainment --- ### [Perfume Infused With CO₂ From Concert Makes Chemistry Appealing for Gen Z](https://musebyclios.com/music/perfume-infused-with-co₂-from-concert-makes-chemistry-appealing-for-gen-z/) **Published:** December 17, 2025 **Author:** Amy Corr **Content:** Jung von Matt Donau created a perfume made with carbon dioxide produced by an audience at a live concert in an effort to make chemistry more interesting and less lab-coat sterile for a Gen Z audience. More than 1,000 fans gathered to watch Austrian musician Bibiza perform at Posthof Linz on Dec. 8. The agency worked with the artist on a campaign brief from the Association of the Austrian Chemical Industry (FCIO) to highlight ways chemistry makes a positive impact on people’s lives. “The project shows how fascinating chemistry is and what it makes possible. It turns CO₂ into a perfume that you can see, smell, and experience,” says Dr. Ulrich Wieltsch, chairman of the FCIO. The fragrance was dubbed Donauwasser (or Danube Water), after Bibiza’s song “Donau.” He selected the fragrance notes and describes them as “energetic, invigorating and electrifying, infused with a hint of adrenaline.” The perfumers at Frau Tonis created the scent and Paul Pichler designed the packaging. Only 50 bottles were produced, with most going to Bibiza’s fans. Take a look at this :60, directed by Simon Rajchl, which begins at the show and ends with a perfume: “By connecting science with pop culture, we make chemistry tangible especially for young people—and with Donauwasser we show how exciting and diverse it truly is,” say Eva Zefferer and Lea Vukovics, agency CDs. ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Music **Tags:** Association of the Austrian Chemical Industry, Bibiza, Jung von Matt DONAU **Sections:** Trending --- ### [Meritxell Ruiz of McKinney: Harnessing the Power of Creativity to Help Save Lives](https://musebyclios.com/2-minutes-with/meritxell-ruiz-of-mckinney-when-the-idea-craft-and-team-align-magic-happens/) **Published:** December 20, 2025 **Author:** Shahnaz Mahmud **Content:** [Meri ](https://www.linkedin.com/in/meriotxell/)is an ACD at McKinney. We spent two minutes with Meri to learn more about her background, her creative inspirations and recent work she’s admired. # Meri, tell us … ### Where you grew up, and where you live now. My grandparents were Andalusian and I was born in Catalunya (between France and Spain). We spoke both Catalan and Spanish at the dinner table. When I grew up I moved to San Francisco, New York and then Madrid. I travelled the world for the last year and I just moved back to the U.S. ### One of your favorite projects you’ve ever worked on. The [“Betis Pregnancy Test”](https://clios.com/winners-gallery/details?id=178917) was one of my favorites projects. Not only because I got to write humor, but because I did it with the best boss I ever had: [Adrian Rios](https://adrianrios.work/). It was real, it was fun and it connected with the fans and we made news. ### A recent project you’re proud of. [“Friedreich and I”](https://lbbonline.com/work/133788) was a special project [Cristina and Triana ](https://somostris.com/) worked very hard on and that I got to see come to life in the best way possible. When the idea is there, the craft is there and the team is there—and the furry friend is there—magic happens. Play ### One thing about how health is evolving that you’re excited about. AI is trying to use data to identify how patients are going to get sick before the onset of illness. I have also seen how much health is evolving creatively these last few years. There is undeniable power in creativity to push ideas that literally save lives. ### Someone else’s work, in health or beyond, that you admired lately. I loved [Maddy Kramer’s](https://www.linkedin.com/in/maddykramer/) “[Groceryhead”](https://www.maddykramer.com/work/kroger) campaign; [María Carrillo’s](https://www.mariacarrillo.art/about) [“Hidden Kegel”](https://www.mariacarrillo.art/work/hiddenkegel-poise); [Winona Wee’s](https://winonawee.com/) [“Sign Language Covers”;](https://winonawee.com/FORD-BSL-Covers) and [Daniela Varela’s](https://www.linkedin.com/in/danivarela/?locale=en_US) [“The Wave.”](https://danielavarela.com/the-wave) ### A book, movie, TV show, or podcast you recently found inspiring. Book: [The Three Lives of Cate Kay](https://www.simonandschuster.com/books/The-Three-Lives-of-Cate-Kay/Kate-Fagan/9781668076217). Film: [La Casa en Flames](https://en.wikipedia.org/wiki/A_House_on_Fire). Podcast: [DTMF](https://open.spotify.com/show/42ehVWDSUY06RN5Eimenhw) from [Bad Bunny](https://en.wikipedia.org/wiki/Bad_Bunny) ### A visual artist or band/musician you admire. [Bad Gyal](https://en.wikipedia.org/wiki/Bad_Gyal) ### Someone worth following on social media. [Drew Afualo](https://en.wikipedia.org/wiki/Drew_Afualo) ### Your main strength as a marketer/creative. Activism ### Your biggest weakness. It is extremely hard for me to not speak up when I feel someone is being disrespectful, racist, homophobic or any kind of xxxxphobic. There is no space for that when I’m around. I had to learn how to be diplomatic in the professional sphere. But as [Amy Kunrojpanya](https://www.linkedin.com/in/amykunrojpanya/?originalSubdomain=th) once told me, “You are not being unauthentic, you are just reading the room.” ### Something people would find surprising about you. I have a note on my phone called [Delulu Syndrome](https://www.psychologytoday.com/us/blog/up-and-running/202409/delulu-is-not-a-mental-illness) where I write all my accomplishments and wins so when the Impostor Syndrome surfaces I tackle it right away. I also have a whole keynote speaker presentation about it if you and your girlfriends don’t know what to do this weekend. ### What you’d be doing if you weren’t in health. Professional surfer. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:emily.seal@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Health and Wellness **Tags:** McKinney **Sections:** Community Voices --- ### [And Just Like That... Google Shopping Helps Sarah Jessica Parker Find a Party Dress](https://musebyclios.com/film-tv/and-just-like-that-google-shopping-helps-sarah-jessica-parker-find-a-dress/) **Published:** December 18, 2025 **Author:** Amy Corr **Content:** It’s Xmas and Sarah Jessica Parker needs the perfect dress. She turns to Google Shopping and asks AI to find her “an outfit that has a classic NYC vibe, perfect for a friend’s downtown party.” A bevy of choices appear and with Google’s “Try On” feature, SJP can upload a pic of herself and get a glimpse of how she’ll rock it. She looks at a few and decides on a dress with a few bows. We see her don it IRL and off she goes to that party. “Shopping for your holiday vibe? Just ask Google,” she says. The campaign, created in collaboration with Shadow, was shot by photographer Chloe Horseman and directed by Max Bartick. “We want to help people shop their vibe this holiday season and have introduced an array of AI tools to help make that easier—including ‘Try on with Google,’ which reduces the stress of the dressing room,” says Stephanie Horton, the tech giant’s senior director of global commerce marketing. ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Film and TV **Tags:** Google, Holidays, Sarah Jessica Parker, Shadow **Sections:** Entertainment, Trending --- ### [Brands Hold the Power to Transform Women's Healthcare ](https://musebyclios.com/partner-content/brands-hold-the-power-to-transform-womens-healthcare/) **Published:** December 19, 2025 **Author:** Shahnaz Mahmud **Content:** When [Havas Health](https://havashealthandyou.com/) launched its “Superwomen” report at [CES](https://www.ces.tech/) in January, little did the agency know the spark it would create around a very important conversation. Brands, alongside businesses, have the opportunity to boost women’s healthcare—a “historically underserved, underrepresented and underfunded market,” the ad shop declared. What’s more, the sector is projected to grow to $500 billion by 2030, led by femtech and equity-driven healthcare solutions. Havas Health’s latest intelligence report was the second in a series called “Superhuman,” which focuses on how technology and creativity are closing the obvious health gaps. Co-authored by the network’s global CCO Eric Weisberg and managing director Chloe Depiesse, the research revealed numerous startling facts. The main emphasis being the deep inequities built into the system, from research and training to investment in women and their health. Did you know that women make 80 percent of health decisions globally? Yet, despite this influence, only 2 percent of all health-tech investment has historically focused on women’s health. And it doesn’t stop there. According to the findings, female-specific conditions were chronically under researched, underfunded and dismissed as niche or psychosomatic. Bias, historically shaped by men, reinforced these blind spots. On top of that, women make up more than half the world’s population. But they’re represented in only about 30 percent of clinical trials. And, unbelievably, they were legally excluded from participating in those trials until 1993. When you put these facts together, the picture becomes remarkably clear. “I’ll just add one statistic that I still find appalling, one that struck me on a very human level, which [The Lancet](https://urldefense.com/v3/__https://www.thelancet.com/__;!!IHJ3XrWN4X8!O6JS-xcp-Cyp7Bucl86l_QHsKCtpZJYthr5zu6MwR6L7t-TGIfg_SDFZJU0kIiOA1P2gGaQKbYYHn2wku8S2hlek6Oc$) published recently, stating that women spend 25 percent more of their lives in poor health than men,” says Weisberg. “And when you think about what that means in terms of quality of life—and in terms of the women today who will likely live to 100—that’s 25 more years of their lives spent in poor health as opposed to their male counterparts. And that’s just an absolutely unacceptable reality.” ![](https://cdn.musebyclios.com/wp-content/uploads/2025/12/19101002/Eric-Weisberg-PREFERRED-Headshot-2.jpeg)Eric WeisbergBut, there is an upside. “We saw that there was an awakening in women’s health, in the technology and creativity space,” says Weisberg. “And we saw that as having the potential to close what’s a massive health equity gap between women and men. And that led us last year to write ‘Superwomen.'” Havas Health got to work with its findings, conducting town halls internally to educate and inform its employees across its global footprint. “That has informed the work we do internally that gets delivered to our clients,” says Depiesse. The agency took its learnings on a type of roadshow, hence the CES debut, with other panels across the festival and conference circuit throughout the year. Now, it sees meaningful movement happening across culture, innovation and investment. “It’s been great from a thought leadership standpoint, because the amount of media coverage that we’re getting demonstrates the relevance and the importance of the subject,” says Depiesse. ![](https://cdn.musebyclios.com/wp-content/uploads/2025/12/19101122/Chloe-Depiesse-EVP-Head-of-Digital-Strategy-Havas-NOW.jpeg)Chloe DepiesseShe points to venture capital firms as well. They have realized just how lucrative of an opportunity this is, with over 50 percent of the population having specific needs that have largely been unmet for many, many years. “Purely from a business standpoint, that is something that is critical to note,” she says. From a cultural standpoint, Gen X celebrities are bringing women’s health issues to the fore—unlike Baby Boomers, who are known for rarely discussing what’s ailing them. One of the most prominent is tennis legend Serena Williams, who has publicly discussed taking treatments to relieve postpartum complications and her long battle with weight loss. Depiesse highlights Williams because she has advocated for women’s health throughout her life and has encouraged peers to self-advocate in a healthcare setting. The sports icon also financially supports what she preaches, fueling forthcoming innovations. “Culturally, women’s health is not as stigmatized or taboo as it used to be,” says Depiesse. The report also details the emergence of groundbreaking innovations across the life stages of women. Among them: predictive diagnostic tools to provide safer and better postpartum care, hormone-free contraception and more accessible menstrual products. “This is really important, because it’s not just technological progress, but a fundamental shift in how society values and prioritizes women’s health,” adds Depiesse. Still, many challenges remain. Healthcare leadership is high on that list, with only 25 percent of those positions held by women. To move the needle requires more women in charge of those systemic and foundational decisions that can speak to the different needs across the female lifespan. Havas Health continues to do its part to lift the sector by furthering the discussion at some of the biggest cultural, advertising and tech conferences across the world—and by keeping discussions alive inside the agency. “We are bringing more clients into the discussion on how to unlock both closing the gap, but also the financial opportunity for brands to do unique work and to put creativity, storytelling and technology at the center of every one of their efforts,” says Depiesse. ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** Health and Wellness, Partner Content **Tags:** Havas Health **Sections:** Lifestyle --- ### [Big Culture Trends Include Vodka Bots, Rocked Raccoons, Fake Apologies, Merger Mania](https://musebyclios.com/year-in-review/big-media-trends-include-vodka-bots-rocked-raccoons-fake-apologies-so-many-mergers/) **Published:** December 9, 2025 **Author:** David Gianatasio **Content:** December continues with a flurry of media news … another day, another bid to combine [entertainment behemoths](https://www.cbsnews.com/news/paramount-warner-bros-discovery-108-4-billion-hostile-bid-netflix/), another chance to behold the prescience of 30 Rock. As for adland, there’s scant joy in recent [seismic shifts](https://musebyclios.com/musings/as-omnicom-and-ipg-combine-the-definition-of-creativity-evolves/), no matter what an Omnicom exec says in a much-dragged and now-deleted LinkedIn post. For those still smarting from having their Spotify “listening age” algorithmically assigned, how about wrapping up in a Cloud Dancer blankie? Pantone’s 2026 non-color [color of the year](https://www.pantone.com/color-of-the-year/2026?utm_source=google&utm_medium=paid&utm_campaign=COY+2026&gad_source=1&gad_campaignid=20222445051&gbraid=0AAAAADs47d7JkBPiUfckZrcPNiszlUsgR&gclid=Cj0KCQiAi9rJBhCYARIsALyPDtuxhtLbyUajSGfQ7Zph1ONFwZCNAi16kg7U9qTrn-z9WMIUqOJknX4aAlMkEALw_wcB) choice is “billowy white imbued with serenity,” suitable for turbulent times. And if the holiday list still beckons, Nike’s formerly nerdy, suddenly hot[ quarter-zip](https://www.theroot.com/in-new-trend-black-men-are-ditching-tracksuits-for-qua-2000073467) pullovers may still be in stock. Pair those with some[ potato shoes](https://www.nytimes.com/2025/11/27/style/potato-shoe-theory-loewe-birkenstock-mules.html?campaign_id=9&emc=edit_nn_20251203&instance_id=167403&nl=the-morning®i_id=40644470&segment_id=211719&user_id=84a2e060611aee9841ab22f3f521b33c) to thoroughly slay your Christmukkah gifting. Read on for other trends in the marketing and pop-culture universe. **Lying liars who lie** Brands are using [fake apologies](https://adage.com/social-media/aa-why-experts-hate-fake-brand-apologies/%20https:/www.wsj.com/articles/why-people-are-posting-fake-tales-about-being-ghosted-by-brands-c5ef6a42?utm_source=Iterable&utm_medium=email&utm_campaign=campaign_15907549_ADWEEK_Daily_251201&lctg=7dd0bde4-045a-465b-9d3a-24684c97e57f) as marketing hooks. And consumers are dragging brands about being ghosted, but none of their sob stories are true. Do these coinciding trends make any more sense if you know that rage bait is officially a 2025 word of the year? Probably not. Yet plenty of people are hopping mad after seeing examples of one or the other, though that’s apparently not the intention. The violators include Virgin Voyages, Pizza Hut, Vaseline and Skoda, to name a few, who may have resorted to the bait-and-switch faux-sorry tactic to grab eyeballs during a fiercely competitive selling season. Taco Bell is sorry, not sorry, for dropping “another crave bomb,” while Maybelline New York apologizes-humble brags for “making mornings too easy, touch-ups too rare and selfies too flawless. And as for the TikTokers who are publicly shaming Honda, Revlon, JetBlue, Louis Vuitton and others for allegedly not following through on customer complaints, they say their impassioned posts are [only a joke.](https://www.wsj.com/articles/why-people-are-posting-fake-tales-about-being-ghosted-by-brands-c5ef6a42?utm_source=Iterable&utm_medium=email&utm_campaign=campaign_15907549_ADWEEK_Daily_251201&lctg=7dd0bde4-045a-465b-9d3a-24684c97e57f) Also an appeal for free swag, which some brands are dispensing, potentially giving the ploy a longer shelf life than it deserves. Both tactics get a lump of coal. > View this post on Instagram > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > [A post shared by Taco Bell India (@tacobellindia)](https://www.instagram.com/p/DQvfdMvE6hq/?utm_source=ig_embed&utm_campaign=loading) **Criminally adorable** Wasn’t I just asking for more sharp reactive marketing? [Indeed](https://musebyclios.com/year-in-review/these-trends-rocked-the-culture-sphere-in-2025-the-good-the-bad-and-the-chalamet/). And Christmas came early, in the form of “Trashed Panda” T-shirts, hoodies and mugs from the Hanover (Hangover?) County Animal Protection and Shelter. In the last week, the merch has raised more than $150,000 for the Virginia program that sobered up an instantly famous drunk raccoon and released him into the wild. The money will be used for employee training, safety equipment and (party) animal supplies. The ABC liquor store where the critter went on his bender, meanwhile, has turned the break-in and caught-on-video rampage into a list of cocktail recommendations with names like Rye Rascal Sour and Midnight Masked Gin Fizz. Chances are it’s driving traffic … of the two-legged variety. Shelter officials said they had no idea that posting a photo of the passed-out raccoon would melt the internet or land on SNL. But they’re now part of a savvy marketing community of nonprofits, zoos and rescues that are making superstars out of everyday varmints and endangered species. (See pygmy hippo Moo Deng, Fat Bear Week and Rico, the Cincinnati Zoo porcupine with main character energy). As long as the quest for online exposure doesn’t outweigh conservation, education and care, go with god, social mavens, and keep the aww-inspiring content coming. Play **Bots prefer Svedka** Svedka Vodka announced that its comely bald mascot, Fembot, will star in the Super Bowl’s first fully AI-generated ad in February. While touting the role of tech in the spot, parent company Sazerac’s CMO [promised](https://adage.com/super-bowl/super-bowl-ad-campaigns/aa-svedka-fembot-ai-plans-2026/) “every second of it has been written, telegraphed and iterated by humans.” That high-touch element has emerged as a dominant theme in new ads lately, some pegged to the season, including Teleflora’s [hero nurse](https://musebyclios.com/advertising/teleflora-presents-a-boy-and-his-bot-for-xmas/) in an oversized robot costume and Apple’s woodland creature [puppet extravaganza](https://musebyclios.com/advertising/apple-google-get-cute-and-cuddly-for-the-festive-season/). The Dutch State Lottery, a perennial holiday standout, goes for a [handmade feel ](https://musebyclios.com/advertising/dutch-lottery-tells-sweet-story-of-human-connection/)with a sweet stop-motion tale, and the UPS Store’s “Verify You Are Human” poignantly comments on the man-versus-machine debate. Greenfield Natural Meat Co. gets in a few digs about factory farming along with saying the ad itself is [“made the hard way,”](https://www.adsoftheworld.com/campaigns/the-hard-way-6216509c-866f-43bf-a6c7-c6129ac4fea3) and Red Wing released an [ode to manual labor](https://adage.com/creativity/work/aa-red-wing-made-the-hard-way/) under a similar tagline. There’s plenty more where these came from, with brands and agencies likely to double down on painstaking work, hyping human creativity as part of the message and telegraphing some hope to the industry for 2026. Play ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** On Trend, Year in Review **Tags:** Apple, Dutch State Lottery, Greenfield Natural Meat Co., Holidays, jetb, Nike, Pantone, svedka, Taco Bell, Teleflora, UPS Store **Sections:** Trending --- ### [KFC Canada Encourages Legal Tax Evasion](https://musebyclios.com/advertising/kfc-canada-encourages-legal-tax-evasion/) **Published:** December 16, 2025 **Author:** Amy Corr **Content:** KFC Canada is offering menu savings through online and app orders, portraying the initiative as a chance to legally commit tax evasion. That’s because Canada is not offering a [GST tax break](https://www.investopedia.com/terms/g/gst.asp) over the holidays. So, KFC Canada will cover the tax itself. A :30 from Courage features a shadowed Colonel with an altered voice encouraging folks to visit [ChickenTaxEvasion.com](http://ChickenTaxEvasion.com) to discover ways to beat the system. We see Sanders’ face at the close of the ad, as he tries to stop recording. He’s also shredding some documents. As long as it’s not the secret recipe! “This is the kind of moment where cultural tension meets creative opportunity, and KFC is giving Canadians a break exactly when they need it most,” says Joel Holtby, founder and co-CCO at Courage. Be on the lookout for mobile digital trucks that read “Commit Tax Evasion” parked in front of banks and other investment institutions. “Last year, Canadians benefited from a government tax rebate on purchases made between December 15 and January 11,” the agency tells Muse. “This year, that rebate disappeared. So when we learned that we knew KFC can step in. The Tax Evasion Menu was built on how KFC delivers value in a way that feels unapologetic, not purely functional. Even without a government break, KFC showed Canadians we still had their backs.” ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Advertising **Tags:** Canada, Courage, KFC Canada **Sections:** Trending --- ### [Scripted Drama: Canal+ Stages a Stormy Tango](https://musebyclios.com/film-tv/scripted-drama-canal-stages-a-stormy-tango/) **Published:** December 17, 2025 **Author:** David Gianatasio **Content:** BETC Paris is creating quite a paper trail these days. In June, the agency backed Citroën’s Ami intro with an epic [confetti explosion](https://musebyclios.com/advertising/confetti-flies-in-frenetic-fanciful-citroen-ami-intro/). Now, for Canal+, we get sultry tango dancers strutting in a warehouse as a wild wind and thousands of screenplay pages threaten to blow them off their feet. The talent worked a week with choreographer Lenka Vagnerová to nail the routines, and director [Pierre Dupaquier](https://www.imdb.com/name/nm6216019/) (of We Are From L.A.) shot for two days in Sofia, Bulgaria. “We found a huge warehouse outside the city with openings that allowed natural light to come in,” agency ECD Nicolas Lautier tells Muse. “It was the perfect place to create something raw, organic and alive. The goal was to have a neutral space, reminiscent of a blank page, which allowed us to treat this big bang of creation in the purest way possible.” The resulting images feel mysterious, sleek and gritty—an artful combo that vividly illustrates Canal+’s positioning as “The leading partner of French cinema.” Naturally, the film was sweetened in post. But those are real pages for the most part slapping the dancers in the face. The work breaks this week across video, cinema and digital platforms in Europe. In this brief BTS clip, the leaf-blower guys make all the best moves: ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Film and TV **Tags:** BETC Paris, Canal+ **Sections:** Entertainment, Trending --- ### [Here Are the Top Muse News Stories of 2025](https://musebyclios.com/year-in-review/here-are-the-top-muse-news-stories-of-2025/) **Published:** December 13, 2025 **Author:** David Gianatasio **Content:** Ah, Muse readers, you didn’t let us down in 2025. You’re always there for our coverage of the satirical, kooky, off-kilter campaigns. Sprinkling in celebs, tunes, nostalgia and critters yields our most-read news stories of the year. Keep up the great work in ’26, my peeps. Adland’s tougher than ever these days. Your devotion to oddities and jokes speaks to the enduring silliness and flexibility of the human spirit. It serves all of us well. ### [5. The Mob Rules in Mafia-Themed Freshpet Ads](https://musebyclios.com/film-tv/the-mob-rules-in-mafia-themed-freshpet-ads/)January 2, 2025 Gangsters sure play ruff! But they love their dogs. (And their mothers, or so we hear.) Hollywood wiseguys Steve Schirrpa, Johnny Williams and Robert Costanzo chew the scenery to sell the cute, canine concept. ### [4. With Xfinity, Jeff Goldblum’s a Wizard IRL—to His Kid, at Least](https://musebyclios.com/film-tv/with-xfinity-jeff-goldblums-a-wizard-irl-at-least-to-his-kid/)November 4, 2025 Jeff brings the star power and domestic magic with his wife and kids in this Wicked: For Good tie-in. “We deliver wonder. No spells, no smoke and mirrors—just powerful innovation working together to wow our customers every day.” Play ### [3. Coca-Cola Names Names for a New Generation](https://musebyclios.com/uncategorized/coca-cola-names-names-for-a-new-generation/)March 30, 2025 “Share a Coke” returned after a decade with a social-first spin. The nostalgia factor was strong in this one. But a mix of IRL and digital experiences assured sharing and a veritable soda-fountain explosion of media buzz. ### [2. iPhone Captures a Day in the Life of Dua Lipa](https://musebyclios.com/music/iphone-captures-a-day-in-the-life-of-dua-lipa/)September 10, 2025 The mega-star hyped the iPhone 17 Pro and iPhone Air with a dizzying array of sights and sounds. Behind-the-scenes clips, chats and concert footage. felt, at times, both intimate and OTT. “Shot on iPhone”—natch—for maximum Gen-Z appeal. > View this post on Instagram > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > [A post shared by apple (@apple)](https://www.instagram.com/reel/DOZFDFwEuFL/?utm_source=ig_embed&utm_campaign=loading) ### [1. Cadbury Reinvents Freddie Mercury and Queen as Chocolate Candy](https://musebyclios.com/music/cadbury-reinvents-freddie-mercury-and-queen-as-chocolate-candies/)October 13, 2025 Forget Spotify–Cadbury produced the definitive “Wrapped” campaign this year. Reimagining the classic rockers as candy bars ranks as a *super* goofy concept that probably shouldn’t work. On our pages, it brought the crowd to its feet, more than doubling the views of our Dua Lipa iPhone story. **More Muse roundups that put the year in perspective:** - [Our Fave Holiday Ads of 2025](https://musebyclios.com/advertising/its-time-to-unwrap-our-fave-holiday-ads-of-2025/) - [The Most Popular Muse Guest Essays of the Year](https://musebyclios.com/musings/the-top-muse-essays-of-2025/) - [Our Favorite European Ads of 2025](https://musebyclios.com/advertising/our-favorite-european-ads-of-2025/) - [These Trends Rocked Pop Culture in 2025](https://musebyclios.com/year-in-review/these-trends-rocked-the-culture-sphere-in-2025-the-good-the-bad-and-the-chalamet/) - [Here Are Your AI Dos and Don’ts for 2026](https://musebyclios.com/year-in-review/ai-dos-and-donts-for-2026/) - [The Top Global Ads of 2025](https://musebyclios.com/worldviews/our-favorite-global-ads-of-2025/) - [The Stories Behind 5 of 2025’s Most Captivating Photos from Getty Images](https://musebyclios.com/year-in-review/the-stories-behind-5-of-2025s-most-captivating-photos-from-getty-images/) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Year in Review **Tags:** Apple, Cadbury, Coca-Cola, Freshpet, Xfinity **Sections:** Entertainment, Trending --- ### [Robinhood Seeks Resonant Storytelling With Celebs](https://musebyclios.com/sports/robinhood-seeks-resonant-storytelling-with-celebs/) **Published:** December 18, 2025 **Author:** Shahnaz Mahmud **Content:** [Robinhood’s](https://robinhood.com/us/en/?wpsrc=Organic+Search&wpsn=www.google.com) latest campaign speaks to personal empowerment when making financial decisions. “Your Money, Your Move” seeks to position the fintech company as a “partner for those who want to do more, go further, and achieve greater control over their financial futures,” says a Robinhood spokesperson. “The campaign reflects the brand’s continued evolution toward more human and emotionally resonant storytelling,” says the rep. “Each story in the series features a new voice whose drive mirrors that of our community, showing how ambition in life and finance share the same edge.” Robinhood enlisted Olympic medalist and world champion fencer [Miles Chamley-Watson](https://en.wikipedia.org/wiki/Miles_Chamley-Watson), who helped to shape his film for the social campaign. This is tied to his personal story of triumph and the individuality he expresses in his sport. Play The [New York Liberty’s](https://en.wikipedia.org/wiki/New_York_Liberty) [Jonquel Jones](https://en.wikipedia.org/wiki/Jonquel_Jones) and comedian-entrepreneur [Kareem Rahma](https://en.wikipedia.org/wiki/Kareem_Rahma) are also featured, similarly representing “a distinct expression of ambition, individuality, and drive that aligns directly with the ‘Your Money, Your Move’ ethos,” the rep says. “They illustrate the parallel at the heart of this campaign: people who set high standards for themselves and a platform designed for those who expect more. Their stories collectively broaden the campaign across sports and culture, reflecting communities driven by passion, focus, and self-defined success and proving that ambition can live inside anybody in any industry.” ![](https://cdn.musebyclios.com/wp-content/uploads/2025/12/17222114/RH_Social-Content-Series_Kareem-3-1.jpg)Robinhood’s in-house creative team led the work in collaboration with [Image Partnership](https://imagepartnership.com/). Directors [Clara Cullen](https://imagepartnership.com/artists/directors/clara-cullen/) and [Judith Veenendaal](https://judithveenendaal.com/) and photographer [Max Farago ](https://www.maxfarago.net/)worked on the social elements. [D7](https://www.division7.xyz/) contributed to production on the paid-media side. This is Robinhood’s first social-led extension of a brand campaign connecting directly with consumers through creative partnerships. The campaign runs through Q1 2026. ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** Sports **Tags:** Robinhood **Sections:** Trending --- ### [Timothée Chalamet Plays the Carol of the Balls](https://musebyclios.com/film-tv/timothee-chalamet-plays-the-carol-of-the-balls/) **Published:** December 16, 2025 **Author:** David Gianatasio **Content:** *Ping-pong* sounds like *ding, dong*. So here we are. Timothée Chalamet and retired NBA star Metta World Peace ring in the season with a game of table tennis in the spot below. It hypes Tim’s A24 flick Marty Supreme (dropping Dec. 25) and ESPN’s Christmas Day[ hoops schedule](https://abc.com/news/e0b83734-f5b2-43a6-a569-fdcaaf81043f/category/1138628). “Carol of the Bells” provides the soundtrack in this bouncy promo from Disney CreativeWorks, Greenpoint Pictures director Julia Pitch and editor Ben Schwaeber. The spectators are humans dressed as bobbleheads, natch. Put ’em both on a Wheaties box! “I wanted the spot to tonally match the song’s hypnotic undertones, joyful spirit, and precision from the very beginning,” says Pitch. “The film is designed to create a sense of mystery. The song. The choir. The boom operator. Every beat became an opportunity for surprise.” Machine Sound provided the stylized track, which Schwaeber “paired with an animatic to lock in the BPM,” she says. “We searched for a stage with 30-foot ceilings so we could have a large, soft light source with programmable LEDs overhead. Between this and our techno crane, we could move between shots in a matter of minutes. Which was critical, as we only had two hours with Timothée.” In the promo, he performs as his character from the film. “And since Marty Mauser takes table tennis very seriously, Chalamet was there to bring the competitive spirit,” Pitch says. “He was extremely eager to get what was needed, at times even asking for another take.” As we’ve noted, T.C.’s become a [trend unto himself](https://musebyclios.com/on-trend/these-trends-rocked-the-culture-sphere-in-2025-the-good-the-bad-and-the-chalamet/) in adland this year. Along with his high-profile [Wheaties-Marty Supreme](https://musebyclios.com/film-tv/timothee-chalamet-appears-in-character-on-a-wheaties-box/) collab, the actor appeared [opposite a giant beet](https://musebyclios.com/film-tv/cash-app-pairs-timothee-chalamet-with-a-giant-beet/) for Cash App and committed [honeymoon auto theft ](https://musebyclios.com/film-tv/timothee-chalamet-plays-a-car-thieving-groom-for-lucid-motors/)on behalf of Lucid Motors. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Ad of the Week, Film and TV, Sports **Tags:** ESPN, Holidays, Timothée Chalamet **Sections:** Entertainment, Trending --- ### [Swift Kicks: Beats, IShowSpeed Send Up Kung Fu Flicks](https://musebyclios.com/music/swift-kicks-beats-ishowspeed-send-up-kung-fu-flicks/) **Published:** December 15, 2025 **Author:** David Gianatasio **Content:** *“You show speed, but you lack stability. Stability is precision. Stability is mind, body and spirit as one.”* Wise words from a grizzled kung fu master, who also uses his flowing beard as an extra set of hands in the Beats by Dre spot below. Can IShowSpeed make all the right moves as his student? The YouTuber slaps in some earbuds and gets to work in this very amusing ’70s martial arts sendup from Mirimar and director [Daniel Wolfe](https://musebyclios.com/uncategorized/softie-muppet-elmo-returns-for-on-footwear/). The film hits all the right retro beats, as it were, with the throw-back visuals and bad dubbing you’d expect in a Hong Kong action parody. Such spoofs are almost a genre unto themselves. This one tweaks the template just enough to stand out. The soundtrack adds a contemporary vibe, and the always engaging IShowSpeed keeps the funny story focused. You might even say he has chops. But please don’t. “As we looked around, IShowSpeed just seemed like the perfect fit for Beats,” brand CMO Chris Thorne [tells the Hollywood Reporter](https://www.hollywoodreporter.com/music/music-industry-news/ishowspeed-beats-ad-apple-kung-fu-1236448975/). “He’s just kind of this amazing blend—he’s an unbelievable athlete, he’s getting into music.” “He just feels like someone who should be in the Beats family—the defiance that he operates with, how he does things his own way, the entertainment value he provides to his audience.” The film broke last week during one of IShow’s livestreams. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Music **Tags:** Beats by Dre, Mirimar **Sections:** Trending --- ### [Little Nero's Pizza From Home Alone Comes Alive for Film's 35th Anniversary](https://musebyclios.com/film-tv/home-alones-little-neros-pizza-brought-to-life-to-celebrate-the-films-35th-anniversary/) **Published:** December 15, 2025 **Author:** Amy Corr **Content:** Disney+ is celebrating the 35th anniversary of Home Alone by bringing the fictional Little Nero’s Pizza to life, thanks to a collab with Prince Street Pizza and creative agency Callen. Fans of the beloved movie can visit Prince Street’s Studio City location in L.A. to find immerse themselves in nostalgia. The interior and exterior were tricked-out with Little Nero’s pizza boxes, menus and collectible packaging. Fans will also recognize the delivery car from the film. “Our brief was to find the most exciting, culturally resonant ways to unleash Disney+ into the world,” says agency founder and CCO Craig Allen. “This activation was one of the many opportunities we’ve had to bring the stories and characters on the platform to life in a way people can actually touch, feel, and experience.” Prince Street will temporarily rename its cheese pie “The Lovely Cheese Pizza,” a nod to Kevin McCallister. In addition, locations in Chicago and Toronto will also join in on the rebranding fun. Fans can grab a slice until Dec. 17. Check out this ad to promote Little Nero’s and Home Alone: From Dec. 17-21, Clear members named Kevin can score a free concierge service for a future trip to ensure no Kevin is left behind. “From the moment we stepped onto set, it felt like we were transported straight back to the ’90s,” Allen tells Muse. “That energy carried through every detail of the Little Nero’s activation in Studio City and around the country. The team obsessed over the small touches. Every surface, prop, and corner was an opportunity to have a clever nod to Home Alone. Watching fans light up as they uncovered those details was the most rewarding part of the entire experience.” ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Film and TV **Tags:** Callen, Disney+, Home Alone **Sections:** Entertainment, Trending --- ### [Xmas Miracle: Pizza and Gravy at Long Last Combined](https://musebyclios.com/makers/xmas-miracle-pizza-and-gravy-combined/) **Published:** December 15, 2025 **Author:** David Gianatasio **Content:** This turkey tastes like pizza! That’s because you just slathered it in Pizza Gravy, infused with a popular eatery’s signature red sauce. “We all love the holidays. But let’s be honest—they can be a lot,” says Boston Pizza marketing director Niels van Oyen. This limited-edition condiment “taps into that feeling of social overload and turkey fatigue and gives Canadians permission to step away from the festive burnout,” he says. “We want to be that sanity-saving sanctuary where people can relax, laugh and enjoy a moment of joy.” Can [are available for $9.99](http://pizzagravy.ca), with some proceeds supporting Food Banks Canada. Mekanism helped develop the campaign, breaking today across video and OOH platforms. ![](https://cdn.musebyclios.com/wp-content/uploads/2025/12/15124200/pizza-3.jpeg) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Makers **Tags:** Boston Pizza, Holidays, Mekanism **Sections:** Trending --- ### [Our Favorite Global Ads of 2025](https://musebyclios.com/worldviews/our-favorite-global-ads-of-2025/) **Published:** December 16, 2025 **Author:** Amy Corr **Content:** Here’s a selection of our [favorite campaigns](https://musebyclios.com/category/worldviews/) from 2025, curated by Muse sibling [Ads of the World](https://www.adsoftheworld.com/). ### South African Tourism, ‘From Serenity to Excitement to Splendor to Awe’ ### Agencies: Avatar and Spitfire Films Accompanied by a [haunting](https://musebyclios.com/worldviews/watch-cybercriminals-turn-into-grotesque-monsters/) original soundtrack from Vusi Mahlasela, this work invites folks to discover (and in some cases, rediscover) South Africa. Shot in Johannesburg, Cape Town and KwaZulu-Natal, the spot takes us on a flight of fancy to some of the country’s most spectacular sights and experiences. Play ### McDonald’s Taiwan, ‘Kung Fries’ ### Agency: Leo Taiwan Everyone knows the feeling: you look away for a second and your McDonald’s fries disappear into someone else’s mouth. [McD’s Taiwan ](https://musebyclios.com/worldviews/mcdonalds-creates-a-martial-art-for-guarding-your-fries/)offers a playful solution with Kung Fries, a new martial art designed to protect your golden treasures from sneaky fingers. The brand enlisted Kung Fu legend Master Scott Hung, who created five bold, easy-to-learn moves featured in a comedy clip starring rising talent Man-Si Ho, with choreography by Hung himself. Play ### Doritos, ‘We’re Out of This World’ ### Agency: Isla Agency This imaginative spot from Mexico presents a futuristic project on Mars, led by an unusual [real estate agent ](https://musebyclios.com/worldviews/doritos-treks-to-mars-and-more-global-goodies/)in a spacesuit. He guides us through a surreal landscape, inhabited solely by those who dare: skaters floating through anti-gravity suburbs and furries sprinting across craters. Molten cheese fountains power it all. The campaign envisions an inclusive, free and wildly unconventional home for those who don’t always feel welcome on Earth. Play ### Godrej, ‘L’Affaire Diwali’ ### Agency: AGENCY09 Godrej L’Affaire’s celebrates the [beauty](https://musebyclios.com/worldviews/suv-or-horse-drawn-buggy-which-do-you-prefer/) of everyday inclusion through a simple, heartfelt story. Centered on a house helper entering a gay couple’s home, the film captures how genuine acceptance often comes not from grand gestures but from small moments of openness and kindness. Play ### Lifebuoy, ‘Get Possessed by Coolness’ ### Agency: MullenLowe Lintas Indonesia A quartet of creepy ghosts get furious. Something else seems to be possessing the neighborhood residents. Indonesians [love](https://musebyclios.com/worldviews/lifebuoy-recruits-phantoms-to-help-you-exorcise-ghost-stink/) their horror, so what better way to promote a soap and highlight the dangers of heat stroke than with ghosts, stinky “corpses,” and an exorcist? Watch as he cures the corpse-like victims and as one ghost faces the ultimate embarrassment, losing her “Ghost Stink” for 12 whole hours. Play **More Muse roundups that put the year in perspective:** - [Our Fave Holiday Ads of 2025](https://musebyclios.com/advertising/its-time-to-unwrap-our-fave-holiday-ads-of-2025/) - [The Most Popular Muse Guest Essays of the Year](https://musebyclios.com/musings/the-top-muse-essays-of-2025/) - [Our Favorite European Ads of 2025](https://musebyclios.com/advertising/our-favorite-european-ads-of-2025/) - [These Trends Rocked Pop Culture in 2025](https://musebyclios.com/year-in-review/these-trends-rocked-the-culture-sphere-in-2025-the-good-the-bad-and-the-chalamet/) - [Here Are Your AI Dos and Don’ts for 2026](https://musebyclios.com/year-in-review/ai-dos-and-donts-for-2026/) - [Here Are the Top Muse News Stories of 2025](https://musebyclios.com/year-in-review/here-are-the-top-muse-news-stories-of-2025/) ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Worldviews, Year in Review **Tags:** Doritos, Godrej, Lifebuoy, McDonald's **Sections:** Entertainment, Trending --- ### [Supergirl, Rosemead and More Great Trailers](https://musebyclios.com/film-tv/supergirl-rosemead-and-more-great-trailers/) **Published:** December 16, 2025 **Author:** David Gianatasio **Content:** Here are some trailers that caught our eye this week… ### Supergirl Warner Bros. Entertainment Trailer Agency: Mark Woolen & Associates/AV Squad Editor: Landon Bernas Music: Cavalry Music This well-cut teaser follows Kara Zor-El (Milly Alcock) and her dark origin story before she makes her way to Earth. We open with Krypto the pooch droppin’ the needle on Blondie’s “Call Me.” He then pees on a newspaper where Superman’s making headlines for saving the day. Soon, Kara and Ruthye (Eve Ridley) team up to take down a herd of bad guys. When Ruthye asks about Superman, Kara replies, “He sees the good in everyone. I see the truth.” Dropping into theaters June 26. Play ### Rosemead Vertical Entertainment Trailer Agency: Seismic Productions Inspired by a true story, this intense promo opens on a young boy named Joe (Lawrence Shou). A doctor’s V.O. explains that the youth must learn to live with his ailment. Props for never giving away what Joe is suffering from—this approach keeps us connected to the story. The most dramatic scene arrives when Liu flinches as she finally witnesses the boy’s explosive anger. Emotional music helps underscore the plight of mother and son. In theaters now. Play ### Good Luck, Have Fun, Don’t Die Briarcliff Entertainment Trailer Agency: AV Squad This well-crafted teaser opens with Sam Rockwell’s character taking patrons of an L.A. diner hostage. He claims he’s from the future and needs to save the world. When a customer says he looks like a homeless person, Rockwell replies, “I come from a nightmare apocalypse where this is the height of f\*ing fashion!” Praise for using Geseffelstein’s “Digital Slaves” as the score. It ends with an action montage filled with bizarre visuals of Rockwell and his recruits battling rogue AI. In theaters Feb. 13. Play ### Cover-Up Netflix Trailer Agency: Intermission Film This political thriller traces the career of Pulitzer Prize-winning investigative reporter Seymour Hersh. The trailer boasts a great hook: Hersh and Academy Award winner Laura Poitras (the filmmaker) argue over naming “sources.” He’s always writing stories that piss people off. Nixon said of the scribe: “This fellow is a son-of-a-bitch. He’s probably a Communist agent.” Of governments, Hersh says: “The power these people have is so immense they’ll do anything not to lose it. They’ll do anything to bury the story or bury anybody.” This riveting doc is in theaters now and on Netflix Dec. 26. Play ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Film and TV **Tags:** Hollywood, Trailers and Posters **Sections:** Entertainment, Trending --- ### [AI Didn't Spark the McDonald's Ad Backlash. The Perception of Laziness Did](https://musebyclios.com/musings/ai-didnt-spark-the-mcdonalds-ad-backlash-the-perception-of-laziness-did/) **Published:** December 12, 2025 **Author:** David Gianatasio **Content:** The [uproar around McDonald’s AI-generated holiday ad](https://www.bbc.com/news/articles/czdgrnvp082o) in the Netherlands misses the real point. This wasn’t a failure of artificial intelligence. Rather, it was a failure of brand. The holidays are stressful—that insight’s a universal starting point for a yuletide commercial. But the execution drifted so far from the brand’s identity that the message never had a chance to land. McDonald’s is about comfort and familiarity. Wherever you are, you know exactly what you’re going to get. Instead, viewers were served (mostly) unbranded montage of uncomfortable moments with an unconvincing emotional payoff. The world felt uncanny, the tone felt cold and McD’s didn’t make a meaningful appearance until the final beat. The Golden Arches are shorthand for consistency, warmth and nostalgia—none of which made it into the storytelling. Strip away McDonald’s signature color, tone, rituals and humor (let’s not forget the jingle!), and you’re left with something that simply *doesn’t feel like McDonald’s.* Layer AI on top of that, and the work reads less like a holiday campaign from a global icon and more like a tech demo. The problem here is holding the idea and execution apart. Strategy lands a great insight, hands it to a concept team—and somewhere toward the end someone says, “Why not make this with AI?” But this approach overlooks how people actually experience brands—in their final, polished form. Consumers may not articulate it this way, but execution is where brand trust is built. When the work feels crafted, intentional and true to a brand’s voice, audiences give you permission to take creative swings. But when execution feels lacking in care, rushed or disconnected—especially from a brand as established as McDonald’s—it creates cognitive dissonance. People sense when corners are cut. AI didn’t spark the backlash—the perception of laziness did. Audiences felt no connection to the brand with the ad and instead were given something disposable. So, the backlash wasn’t about moral panic over AI. It was about people feeling underwhelmed by a piece of work that didn’t meet the creative bar McDonald’s has set for decades. In that sense, pulling the spot was the right call. Not because of the controversy, but because the ad simply didn’t meet their own extremely high bar. If this campaign teaches us anything, it’s that AI can never replicate craft. Creativity still needs a heartbeat. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings **Tags:** AI, Holidays, McDonald's **Sections:** Community Voices --- ### [Our Favorite European Ads of 2025](https://musebyclios.com/advertising/our-favorite-european-ads-of-2025/) **Published:** December 9, 2025 **Author:** Amy Corr **Content:** Here’s a look at some of the best ads we covered from [Europe ](https://musebyclios.com/category/eurovisions/)this year. ### Coordown, ‘No Decision Without Us’ ### Agency: Small Our pick for this year’s best campaign featuring a Lin-Manuel Miranda–ish, Hamilton-esque song is “No Decision Without Us.” The [spot](https://musebyclios.com/eurovisions/coordowns-musical-leads-our-selection-of-great-work-from-europe/) channels a galvanizing spirit as people with Down Syndrome and other conditions assert their right to be represented at home, in town halls and in the workplace. The work underscores that the fight for freedom, visibility and equitable living is both intersectional and inseparable. Play ### Bournville, Cadbury, ‘Made to Be Enjoyed, Not Endured’ ### Agency: Girl&Bear The obvious choice for this year’s best campaign featuring the phrase “Saturated in nibs, relentless nibs,” had to be Cadbury’s Dark Chocolate campaign. This playful [spot](https://musebyclios.com/eurovisions/cadburys-dark-chocolate-is-for-everyone-not-just-snobs/) features a pair of foodie snobs going head-to-head over whose non-Cadbury treat is more dark-chocolatey. “To the uneducated palate, this tastes like burnt tire,” one says. The other retorts, “This one captures bitterness, astringency and resentfulness.” Play ### Vodafone, ‘A Child Without Teammates’ ### Agency: The Newtons Laboratory Our no-brainer pick for this year’s best heartwarming campaign featuring pro athletes and a lonely kid goes to this touching [spot](https://musebyclios.com/eurovisions/u-k-ginger-ale-does-its-rebrand-so-right-sorry-cracker-barrel/) about a young football fan living on a remote island with no playmates. He’s rescued from his solitude by a group of digitally connected adults who decide to become his team. In the ensuing chain of events, he’s given seats at an actual match, where the Greek National Football Team makes him an honorary member. Play ### Hornbach, ‘No Project Without Drama’ ### Agency: HeimatTBWA Our choice for this year’s best campaign featuring the most dramatically over-the-top bathroom redecoration had to be Hornbach’s Fantasia-like [spot](https://musebyclios.com/eurovisions/hornbach-stages-some-bathroom-drama/). Appropriately, it’s a one-person bathroom DIY tale, staged like a pièce de theatre. We get war-flashbacks to flood fiascos and even magic brooms. The sound design may be the best part, orchestrated to great effect, punctuating every abject moment with tragicomic masks and a kind of Greek chorus. Unlike The Sorcerer’s Apprentice, though, this story has a happy ending: a bubbly tub, just overflowy enough. Play ### Google Pixel, ‘Football of a New Generation’ ### Agency: Jung von Matt Sports Our pick for the best campaign featuring women football/soccer players doing weird things with soccer balls goes to this gem. The [spot](https://musebyclios.com/sports/german-womens-soccer-team-trains-with-clay-pigeons-and-chandeliers/) juxtaposes rigorous yet playful training with the German national team set in an elegant manor house. Skeet shooting, heading practice with statues, the work is packed with pop-culture references and positions the team as stylishly empowered and modern. It’s work that’s got sass, but also pearls. Play ### Renault Group’s Motrio, ‘The Ranch’ ### Agency: Buzzman Paris Our pick for best campaign featuring a grizzled cowboy car-whispering to a frisky Renault goes to “The Ranch.” In this [spot](https://musebyclios.com/eurovisions/a-cowboy-mechanic-wins-a-wild-renaults-trust-and-more-from-europe/), the haunted-eyed rancher ultimately wins the car’s trust, with plenty of melodramatic hijinks along the way. Then we snap back to reality, where he reappears as a mechanic, inexplicably nuzzling a bumper in front of its bemused owner. Play *—Angela Natividad contributed to this roundup* **More Muse roundups that put the year in perspective:** - [Our Fave Holiday Ads of 2025](https://musebyclios.com/advertising/its-time-to-unwrap-our-fave-holiday-ads-of-2025/) - [The Most Popular Muse Guest Essays of the Year](https://musebyclios.com/musings/the-top-muse-essays-of-2025/) - [Our Top Global Ads of 2025](https://musebyclios.com/worldviews/our-favorite-global-ads-of-2025/) - [These Trends Rocked Pop Culture in 2025](https://musebyclios.com/year-in-review/these-trends-rocked-the-culture-sphere-in-2025-the-good-the-bad-and-the-chalamet/) - [Here Are Your AI Dos and Don’ts for 2026](https://musebyclios.com/year-in-review/ai-dos-and-donts-for-2026/) - [Here Are the Top Muse News Stories of 2025](https://musebyclios.com/year-in-review/here-are-the-top-muse-news-stories-of-2025/) ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Advertising, Eurovisions, Year in Review **Tags:** CoorDown, Google, Hornbach, Vodafone **Sections:** Entertainment, Trending --- ### [Let's Count Down the Top Christmas Album Covers](https://musebyclios.com/art-of-the-album/lets-count-down-the-top-christmas-album-covers/) **Published:** December 4, 2025 **Author:** Amy Corr **Content:** *We’re regifting! Last year, Muse ran this festive roundup of holiday sleeves (no jokes about ugly sweaters). The artwork and music are timeless, like the yuletide season itself. These selections merit a second spin*. Ah, holiday records! We vinyl collectors find them relegated to the back of music stores (except for Xmas season, when they’re marked up for twice the price). I’ve always had a soft spot for Christmas LPs. I eagerly seek them out all year, and Ive stumbled across some gems. Which albums sound the best? That’s another discussion entirely. But here are the the greatest-looking covers, perfect companions for tree trimming, sipping eggnog and making merry: ### 10. She & Him A Very She & Him Christmas (2011) ![](https://cdn.musebyclios.com/wp-content/uploads/2024/12/09162256/AOTAShe-Him.jpg)Stylized and a bit silly. That not only describes this cover, but also Zooey Deschanel. She dropped this neo-holiday classic the same year The New Girl became must-see TV. Piling on the kitsch, the vinyl is green, and the liner notes are written like a signed Christmas card. Shot by Beck’s favorite photographer, Autumn de Wilde, the cover spoofs LP sleeves of yore. Also worth noting: A portion of the proceeds went to 826, a network of nonprofit writing and tutoring centers. ### 9. Nat King Cole The Christmas Song (1960) ![](https://cdn.musebyclios.com/wp-content/uploads/2024/12/09162254/AOTANat-King-Cole.jpg)Mel Tormé wrote “The Christmas Song” during a heatwave in July 1945. He started jotting down lyrics about winter to keep himself cool. You know, lines about Jack Frost nipping at your nose. This cover follows the opposite formula, summoning cozy symbols: a roaring fire, comfy leather chair, a Christmas sweater—and Nat’s warm smile. ### 8. Ella Fitzgerald Ella Wishes You a Swinging Christmas (1960) ![](https://cdn.musebyclios.com/wp-content/uploads/2024/12/09162245/AOTAElla-Fitzgerald.jpg)A gold and orange unicorn with a flower in its mouth … for Christmas? Absolutely! This is a decidedly secular album, and Ella steered clear of songs of faith. The cover says it all: You’re about to listen to something fun and magical from one of the greatest voices of all time. ### 7. James Brown James Brown’s Funky Christmas (1995) ![](https://cdn.musebyclios.com/wp-content/uploads/2024/12/09162247/AOTAJames-Brown.jpg)Bright red. Check. A picture seemingly glued to a holiday-themed background. Check. Good times. Check. In the ’90s, if you were having a December party, you knew which CD to grab. The cover is so iconic that [Snoop riffed on it](https://westcoaststyles.com/news/2020/12/snoop-dogg-and-fredwreck-get-james-brown-like-funky-for-funky-christmas/). The music itself is chart-topping. Rolling Stone named it the third-best Christmas album of all time. ### 6. Band Aid Do They Know It’s Christmas? (1984) ![](https://cdn.musebyclios.com/wp-content/uploads/2024/12/09162242/AOTABandAid.jpg)And the most depressing Christmas song ever goes to … “Do They Know It’s Christmas?” (although, an argument can be made for[ Joni Mitchell’s “River,”](https://www.youtube.com/watch?v=OLHxxBTl71I) too). Dark, foreboding and catchy, it was co-written by Bob Geldof, who is better known for creating Live Aid and[ shaving off his eyebrows in The Wall](https://www.google.com/search?sca_esv=5c0a928f80fb24e1&rlz=1C5GCEM_enUS1058US1058&q=bob+geldof,+no+eyebrows&udm=2&fbs=AEQNm0AbzhUJjXv6jRup8eVc0BvPyH5PazCaW205cG-Bd0in0dvSnU368ct8hcGzY9zRCgahXUvXYtux5SPCz-VD8JjCRRQ8LRqTDdEUYpRLpCO7i4Abpfgr5RKfHAgc3Zq8pbKkp0mi68K3CXDFL7KsrYadrVQgVTdiihKp3Ia169rEPCwfPwJXLr9DBt3ZwxM0XlbirQsyiZwWgE0_ock6dT6lmfSWVA&sa=X&ved=2ahUKEwj6lprSt-aJAxWbLVkFHZ_RIREQtKgLegQIEhAB&biw=1411&bih=700&dpr=2#vhid=cuCLClvaPMSf9M&vssid=mosaic). The cover, which features two malnourished children juxtaposed with festive imagery, was massively successful in helping raise money for famine relief in Ethiopia. It tallied £8 million and inspired “We Are the World,” as well as[ Hear n’ Aid’s “We Are Stars”](https://www.youtube.com/watch?v=HKesGpUy45M) (which most of us would pay to never hear again). ### 5. Louis Armstrong Armstrong As Santa Claus/Louis Wishes You a Cool Yule (2022) ![](https://cdn.musebyclios.com/wp-content/uploads/2024/12/09162251/AOTALoiusArmstrong.jpg)“Zat you Santa Claus?” Louis Armstrong posed that famous question in 1953. He’s been an iconic holiday messenger ever since. There are plenty of sleeves with stars donning Santa suits, but Satchmo wore it the best. The image originally adorned a single, but was reprised for the full-length compilation[ Louis Wishes You a Cool Yule](https://www.amazon.com/dp/B0B95VSQ3Y) some 70 years later. ### 4. John Lennon, Plastic Ono Band and The Harlem Community Choir Happy Xmas (War Is Over) (1971) ![](https://cdn.musebyclios.com/wp-content/uploads/2024/12/09162250/AOTAJohn-Lennon.jpg)The Beatles were well-known for releasing an annual holiday disc between 1963 and 1969. However, none were more powerful than John Lennon and Yoko Ono’s 1971 plea to end the Vietnam War. Lennon eschewed sentimentality to infuse social consciousness into the season. The candid black-and-white photo fronted the 45 RPM release. (It’s not technically an album cover. Still, it’s one of the greats.) ### 3. Bing Crosby Merry Christmas (1945) ![](https://cdn.musebyclios.com/wp-content/uploads/2024/12/09162244/AOTABing-Crosby.jpg)Simple. Iconic. Available for $3 at any used vinyl shop. It’s the classic of classics. Happy Bing in a Santa hat with a mistletoe bowtie. Nothing to overthink here. The best part is that it would spark the duet with a[ young, mascara-laden David Bowie years later](https://www.youtube.com/watch?v=lCpXMy5GalI). ### 2. Vince Guaraldi Trio A Charlie Brown Christmas (1965) ![](https://cdn.musebyclios.com/wp-content/uploads/2024/12/09162301/AOTAVince-Guaraldi-Trio.jpg)Good grief, this album and its cover will never get old. Linus doesn’t need the security of his blanket when he’s dancing around the tree with his best friends. Most of us have done the same to this masterful classic that’s been jazzing up the holidays since 1965. (Not featured but equally ingrained in the culture: [Snoopy’s Christmas](https://www.youtube.com/watch?v=sh-J4GSPgAM).) ### 1. Various Artists A Very Special Christmas (1987) ![](https://cdn.musebyclios.com/wp-content/uploads/2024/12/09162258/AOTASpecialXmas.jpg)I had the good fortune of living next to the West Village public pool, where a giant Keith Haring mural served as the backdrop. It’s still there on Leroy Street, but it’s decidedly more faded these days. However, the glory of this Haring cover and its impact hasn’t dimmed one bit. Produced by Jimmy Iovine, the project has raised millions for the Special Olympics since its original release. There are seven albums in the series and all of the covers are wonderful. [Art of the Album](https://musebycl.io/art-album) is a regular feature looking at the craft of album-cover design. If you’d like to write for the series, or learn more about our Clio Music program, [please get in touch.](mailto:michael.kauffman@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Art of the Album **Tags:** ALBUM ART, Code and Theory, Design, Holidays, Music **Sections:** Community Voices, Entertainment, Trending --- ### [Anthony Zucconi of the NHL on Sports as High-Stakes Drama](https://musebyclios.com/2-minutes-with/anthony-zucconi-of-the-nhl-on-sports-as-high-stakes-drama/) **Published:** December 15, 2025 **Author:** Shahnaz Mahmud **Content:** [Anthony](https://www.linkedin.com/search/results/all/?keywords=Anthony%20Zucconi&origin=GLOBAL_SEARCH_HEADER&sid=wV!) is currently VP of social at the National Hockey League. We spent two minutes with Anthony to learn more about his background, his creative inspirations and recent work he’s admired. # Anthony, tell us … ### Where did you grow up, and where do you live now? I grew up in the New York-New Jersey area and went to high school in Rockland County, N.Y. Today, I reside in Bergen County, N.J. ### What is your earliest sports memory? Of my sports career: playing basketball on a Little Tikes hoop in our backyard growing up. ### What are some of your favorite sports team(s)? [Knicks](https://en.wikipedia.org/wiki/New_York_Knicks), [Rangers](https://en.wikipedia.org/wiki/New_York_Rangers), [Yankees](https://en.wikipedia.org/wiki/New_York_Yankees), [Raiders](https://en.wikipedia.org/wiki/Las_Vegas_Raiders) ### Favorite athlete(s). [Derek Jeter](https://en.wikipedia.org/wiki/Derek_Jeter) ### What is your favorite sports movie and/or show? Movie:[ Cool Runnings](https://en.wikipedia.org/wiki/Cool_Runnings). TV shows:[ Friday Night Lights](https://en.wikipedia.org/wiki/Friday_Night_Lights_(TV_series)), [Playmakers](https://en.wikipedia.org/wiki/Playmakers). ### What is your favorite sports podcast or news show? I’m subscribed to [SBJ Morning Buzzcast](https://sbj-morning-buzzcast.simplecast.com/), [Sporticast](https://podcasts.apple.com/us/podcast/sporticast/id1548818141), [Yahoo Finance Sports Report](https://podcasts.apple.com/us/podcast/yahoo-finance-sports-report/id1775685350), [The Zach Lowe Show](https://podcasts.apple.com/us/podcast/the-zach-lowe-show/id1805478723) and [Never Offside with Julie & Cat](https://podcasts.apple.com/us/podcast/never-offside-with-julie-cat/id1789625045). ### Your favorite sports video game, if you have one. [Blades of Steel](https://en.wikipedia.org/wiki/Blades_of_Steel), [NBA Live](https://en.wikipedia.org/wiki/NBA_Live) ### What is a recent project you’re proud of? [The Four Nations Face-Off ](https://en.wikipedia.org/wiki/4_Nations_Face-Off)was special. It was something that had never been done before. There was a ton of planning and preparation. We tested new ideas, pushed ourselves and gained learnings to apply to our other events and games. ### Someone else’s work that you admired recently. There are so many people doing great things out there to change how brands come to life and create unique customer and fan experiences. I really admired the [Pacers’ ](https://en.wikipedia.org/wiki/Indiana_Pacers)marketing around their run to the NBA finals; the [Amazon and “Boy Room/Gymnasium” collab](https://www.instagram.com/reel/DCj3FQTRnA3/); [Converse’s rollout of the SGA signature shoe](https://about.nike.com/en/newsroom/releases/converse-shai-001-official-images); [Nike SB’s](https://www.nike.com/skateboarding) drops have been so well-done; [NYCFC’s “Pigeon” activation](https://www.goal.com/en-us/news/new-york-city-fc-fifa-club-world-cup-pigeon/blta660eafc4f97c882); and the [WNBA’s “Line Em Up.”](https://lineemup.wnba.com/) ### What sports can do that nothing else can. Everyone relates to sports in their own way and has their own unique fan story. It has the power to bring together total strangers to root for a singular cause. And because sports is a true drama with the “story” unfolding during play, there is nothing like it. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:maher.labban@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Sports **Tags:** National Hockey League, NHL **Sections:** Community Voices --- ### ['Digital Chadvertising' Puts Omnicom-IPG Fallout in Snarky Perspective](https://musebyclios.com/creators/digital-chadvertising-on-omnicoms-ipg-acquisition-and-using-humor-to-address-the-elephants-in-the-room/) **Published:** December 11, 2025 **Author:** Christine Champagne **Content:** It was New Year’s Day in 2019 when the Instagram account [“Digital Chadvertising”](https://www.instagram.com/digital_chadvertising/?hl=en "Digital Chadvertising") began posting humorous memes about what it’s like to work in the world of advertising. Which, like any industry, isn’t always sunshine and catered lunches. To be honest, the anonymous creator of Chadvertising, who does, in fact, work in the industry, didn’t expect his meme page to become a long-term endeavor. “I started the account as a hungover joke and honestly thought I would delete it after a month,” he tells Muse. “Then it grew fast, and I started getting messages like ‘I have been waiting for an account like yours to pop up’ and ‘I never knew I needed this in my life.’ That was when it stopped feeling like a bit and started feeling somewhat of a responsibility.” What began as shitposting about the ad industry has turned into a real community. “People across agencies, ad tech, publishers, sales and client side use it to vent, provide context or information and feel a little less alone in how messy and chaotic this industry is. Over time, I have also used the account to rally GoFundMe support for people dealing with personal tragedy, help students jump from intern to first job and connect people with interviews after layoffs,” he says. ![](https://cdn.musebyclios.com/wp-content/uploads/2025/12/11090409/meme-1.jpg)Now, Chadvertising serves as a source of intel about what’s really going on behind the scenes of the [Omnicom/IPG union](https://musebyclios.com/musings/as-omnicom-and-ipg-combine-the-definition-of-creativity-evolves/) that altered the landscape and disappeared some of the industry’s most vaunted brands (along with thousands of jobs). Here, the man behind the memes talks dropping truth bombs, shares advice for the newly unemployed and discusses the future of Digital Chadvertising: **MUSE: How are the anonymous tips you are receiving about the merger helping to counter the PR narrative?** Digital Chadvertising: The tips cut through the press release version of the merger. They can prance around with content creators/public figures and crop-dust everyone with the narratives such as calling it a merger when it’s an acquisition. But my inbox is full of people talking about reorg chaos, surprise layoffs, loss of benefits and teams being stretched thin. When I anonymize and share those details, it gives a clearer picture of how this feels to the people living it, not just what the executives are selling. That does not replace official comms, but it makes the spin harder to swallow at a time when people are already dealing with rising costs, job insecurity and a sense that leadership is not being straight with them. **How are you trying to support those who have lost their jobs because of this acquisition?** I sent out a flare on my IG story to help me collect job listings, which I am compiling and will push for distribution to those affected by the layoffs. **Any advice for people who have lost their jobs?** Take the first 24 hours for yourself. Everyone processes it differently, and it’s important to tend to your own needs and feelings. File for unemployment as soon as possible. Then start polishing your resume and blasting applications. Don’t take anything personally, since it is all a numbers game. Also, the most important thing while on the trail is to maintain a routine. A morning walk or a little exercise when you have that much free time goes a long way. **And any advice for people who have yet to be laid off but probably will be down the road?** For people who see the writing on the wall but are still in their seats, my advice is to quietly act now. Use the time while you have a paycheck to update your resume, reconnect with people outside your company and start talking to recruiters and applying before the market gets even more crowded. Start cutting back on unnecessary spending and build a cash buffer if you can. You can keep doing your job. But treat this as a temporary stop and focus on protecting yourself and the people who rely on you, instead of waiting for an all-hands meeting, only to default to looking at my Instagram story to tell you what you already suspected. **How do boutique agencies stand to fare against holding companies in these times? Do small shops have advantages?** It really depends on how they position themselves. There is a lot of macroeconomic stress and clients are more cost conscious than they were a few years ago. Boutique agencies can be more nimble and closer to the work. But holding companies still have the upper hand when it comes to scale. A lot of folks on the client side who DM me say the holding companies can simply throw bodies at an account to keep the brand voice and creative standards consistent across markets. I encounter thousands of messages a week in my inbox and the recurring “dream” that I see is usually this format: “In-house team with agency background + independent media agency + legacy holdco creative shop in sync with internal creative team + a transparent adtech vendor/partner.” Essentially, boutiques that plug into that stack as an organization tend to fare better than boutiques trying to act like mini holding companies. **With all the job losses happening, is it hard to find the humor in the ad business, or is there always something to laugh about?** The entire advertising industry is a meme, and many people including myself utilize humor as a defense mechanism. The day my memes stop is probably the day everyone in this industry is happy and financially stable. **Has anyone ever tried to acquire Digital Chadvertising?** Yeah, and 50 percent of the time it’s some weird Gen Z crypto bro with a shitty perm. Last time someone tried to acquire my meme page in straight cash for a ridiculously low number, I just played dumb and led him on for weeks to get his hopes up and waste his time. For anyone serious about buying my page, $6.9 million in cash is all I ask for. **What are your plans for Digital Chadvertising? Will it remain a one-man operation, or could you see expanding it?** My plan is to buy all of the holding companies and transform them all into one giant amalgamation of a holding company under my banner. But in all seriousness, my plan is to continue delivering humor, information and insight to the best of my ability for as long as I can. Expansion would be great, but I would realistically need some heavy financial backing and to sit down with a coherent business strategy beyond “shitposting on the gram.” **Why do we need independent voices like yours?** The ad industry is romanticized for those outside of it, and most of the stories are written by people who have something to lose. Agencies, platforms and trade pubs all have clients, sponsors or bosses to keep happy. I do not. I live in the DMs with media buyers, sellers, planners and ops people. I can mention the elephant in the room. That independence lets me show the side that never makes it into a press release: the burnout, the layoffs, the nonsense, but also the solidarity and humor that keep people going. **Do you ever worry about being replaced by a Digital Chadbot?** There are rival meme pages that steal other people’s content and have extremely mediocre newsletters with fire emoji spam equivalent to generative AI ejaculate. And it’s all so terrible. So, I think I’m safe. ![author avatar](https://secure.gravatar.com/avatar/bca57dd4723116a5018776272ebed389875689a3404acf351677240c4d746cec?s=300&d=mm&r=g) Christine Champagne [See Full Bio](https://musebyclios.com/author/christine-champagne/) [ ](https://musebyclios.com/author/christine-champagne/) **Categories:** Creators **Tags:** IPG, Omnicom **Sections:** Trending --- ### [Dylan Efron Stars as a Swole Santa for Yahoo Mail](https://musebyclios.com/film-tv/dylan-efron-stars-as-a-swole-santa-for-yahoo-mail/) **Published:** December 12, 2025 **Author:** Amy Corr **Content:** Fresh off his stint on Dancing With the Stars, Dylan Efron plays a ripped Santa who keeps track of his deliveries thanks to Yahoo Mail. Its features help users stay in the know without having to sift through their emails. Now, Santa has so much free time on his hands, he’s able to hit the gym and do cold plunges at the North Swole. “The holidays are hectic for everyone, but Santa might have it the toughest,” says Josh Line, chief marketing officer at Yahoo. “With this campaign, we imagined what it would look like if Santa used Yahoo Mail the way hundreds of millions of people around the world already do: to keep track of messages, manage packages and bring a bit more order to the chaos.” The campaign was created by BBDO and directed by Hannah Levy. Yahoo also gave away limited-edition “Ab-vent” calendars. Behind each ab was a sticker with a motivational phrase. ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Film and TV **Tags:** BBDO, Dylan Efron, Holidays, Yahoo Mail **Sections:** Entertainment, Trending --- ### [Phil Sandhaus of CBGB on His Storied Career in the Music Biz](https://musebyclios.com/2-minutes-with/phil-sandhaus-of-cbgb-on-a-storied-career-in-the-music-biz/) **Published:** December 8, 2025 **Author:** Shahnaz Mahmud **Content:** [Phil](https://www.linkedin.com/in/phil-sandhaus-52ba342/) is brand manager of CBGB. He has over 40 years of experience as an artist, estate manager and record label executive working in various capacities on projects for the Beatles, Beach Boys, Miles Davis, B.B. King, Buddy Holly, Notorious B.I.G. and Whitney Houston. He was a manager for David Bowie and The Rolling Stones and a consultant for Frank Sinatra Enterprises. Previous label management roles include positions at Columbia, Capitol Records and BMG, as well as most recently leading WME Legends, the artist estates management division at William Morris Endeavor. He manages the estates of Andy Kaufman, Eartha Kitt and Ram Dass, working with the Peter Tosh Legacy Group and in business development at Crush Malibu Music Management. We spent two minutes with Phil to learn more about his background, his creative inspirations and recent work he’s admired. # Phil, tell us … ### Where you grew up, and where you live now. I grew up on Long Island. Went to college at Cornell. Spent the first half of my career in the music business and also some work in film and theater in NYC. The second half, I’ve been in L.A. ### Your earliest musical memory. My older sister was into music, so I heard a lot of [Bobby Darin](https://en.wikipedia.org/wiki/Bobby_Darin), [the Four Seasons,](https://en.wikipedia.org/wiki/The_Four_Seasons_(band)) [the Marvelettes ](https://en.wikipedia.org/wiki/The_Marvelettes)growing up. Then as she got older, all [the Beatles ](https://en.wikipedia.org/wiki/The_Beatles)and [Beach Boys](https://en.wikipedia.org/wiki/The_Beach_Boys) on record and the radio. In terms of concerts, because of a family business connection, my parents got my sister tickets to the Beatles when they played at Forest Hills and then at Shea Stadium. She took me along. Seeing the Beatles live was probably the most profound moment that had the greatest impact on my career. I’ve never seen another artist or band get that kind of reaction. ### Your favorite bands/musicians today. In no particular order:[ Fontaines D.C.](https://en.wikipedia.org/wiki/Fontaines_D.C.), anything that [Jack White](https://en.wikipedia.org/wiki/Jack_White) or [Josh Homme ](https://en.wikipedia.org/wiki/Josh_Homme)does, [Green Day](https://en.wikipedia.org/wiki/Green_Day), [Mark Ronson](https://en.wikipedia.org/wiki/Mark_Ronson), [Kanye](https://en.wikipedia.org/wiki/Kanye_West), [Lady Gaga](https://en.wikipedia.org/wiki/Lady_Gaga), [The Killers](https://en.wikipedia.org/wiki/The_Killers), [Muse](https://en.wikipedia.org/wiki/Muse_(band)), [The Foos](https://www.facebook.com/TheFoosTributeband/), [Arctic Monkeys](https://en.wikipedia.org/wiki/Arctic_Monkeys), [Ed Sheeran](https://en.wikipedia.org/wiki/Ed_Sheeran), [Billie Eilish](https://en.wikipedia.org/wiki/Billie_Eilish), [Dua Lipa](https://en.wikipedia.org/wiki/Dua_Lipa), [Blackbear](https://en.wikipedia.org/wiki/Blackbear_(musician)), [Jelly Roll](https://en.wikipedia.org/wiki/Jelly_Roll_(singer)), [Doechii](https://en.wikipedia.org/wiki/Doechii). ### One of your favorite projects you’ve ever worked on. [Havana Jam ’79](https://en.wikipedia.org/wiki/Havana_Jam). working with David Bowie on the [Sound+Vision](https://en.wikipedia.org/wiki/Sound_+_Vision_(box_set)) box set and his catalog reissues on [Rykodisc](https://en.wikipedia.org/wiki/Rykodisc). Working with [Brian Wilson](https://en.wikipedia.org/wiki/Brian_Wilson) on [The Pet Sound Sessions](https://en.wikipedia.org/wiki/The_Pet_Sounds_Sessions). Working with the Beatles and [Apple Corps](https://en.wikipedia.org/wiki/Apple_Corps) on [the Anthology](https://en.wikipedia.org/wiki/The_Beatles_Anthology). Working with [the Rolling Stones](https://en.wikipedia.org/wiki/The_Rolling_Stones) on [Forty Licks](https://en.wikipedia.org/wiki/Forty_Licks). Working with the [Notorious B.I.G.](https://en.wikipedia.org/wiki/The_Notorious_B.I.G.) estate on the [Sky’s the Limit: a VR Concert Experience](https://www.hftf.io/skysthelimit) for [META](https://en.wikipedia.org/wiki/Meta_Platforms). ### A recent project you’re proud of. I’m managing the relaunch of the [CBGB](https://en.wikipedia.org/wiki/CBGB) brand, the NYC punk/new wave rock club and our [CBGB Festival](https://www.cbgbfest.com/). ### Name some things about how the music world is evolving that you’re excited about. AI—as long as artists’ IP rights are protected. Digital avatars, voice cloning, natural language technology for artists’ estates (also, as long as artists’ rights are protected). Emerging markets: Southeast Asia and India. The Hispanic market. The new punk and new wave bands. ### A book, movie, TV show or podcast you recently found inspiring. TV: [The Sandman](https://en.wikipedia.org/wiki/The_Sandman_(TV_series)), [NASA+](https://en.wikipedia.org/wiki/NASA+), [Seth Rogan’s](https://en.wikipedia.org/wiki/Seth_Rogen) [The Studio](https://en.wikipedia.org/wiki/The_Studio_(TV_series)), [Colin Farrell](https://en.wikipedia.org/wiki/Colin_Farrell). [The Penguin](https://en.wikipedia.org/wiki/The_Penguin_(TV_series)), [3 Body Problem](https://en.wikipedia.org/wiki/3_Body_Problem_(TV_series)) , [Love Death & Robots](https://en.wikipedia.org/wiki/Love,_Death_&_Robots) Book: [Isaac Asimov’s](https://en.wikipedia.org/wiki/Isaac_Asimov) [Foundation](https://en.wikipedia.org/wiki/Foundation_(Asimov_novel)). Podcast: [Ram Dass’](https://en.wikipedia.org/wiki/Ram_Dass) [Here and Now Podcast Network](https://beherenownetwork.com/category/ram-dass-here-and-now/). ### An artist you admire outside the world of music. [Stanley Kubrick](https://en.wikipedia.org/wiki/Stanley_Kubrick), [Banksy](https://en.wikipedia.org/wiki/Banksy), [Murakami](https://en.wikipedia.org/wiki/Haruki_Murakami), [Francis Ford Coppola](https://en.wikipedia.org/wiki/Francis_Ford_Coppola),[ Jonathan Demme](https://en.wikipedia.org/wiki/Jonathan_Demme), [Martin Scorsese](https://en.wikipedia.org/wiki/Martin_Scorsese), [Kurt Vonnegut](https://en.wikipedia.org/wiki/Kurt_Vonnegut). ### Your favorite fictional character. [Holden Caulfield](https://en.wikipedia.org/wiki/Holden_Caulfield) from [The Catcher in the Rye](https://en.wikipedia.org/wiki/The_Catcher_in_the_Rye) ### How musicians should approach working with brands. With scrutiny and authenticity. What brands do they normally use or engage with? Or what brands do they feel they share the same attributes and personality with? These should be top of mind. ### How brands should approach working with musicians. The same way. Which artists use your brand and share your brand’s attributes? Also, is there a creative, parody approach of the artist’s music or personality that works, that the artist would be comfortable with? ### What you’d be doing if you weren’t in the music business. I would be working in the restaurant business or as an environmental marine biologist, which is what I was originally studying to be in college. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:michael.kauffman@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Music **Tags:** CBGB **Sections:** Community Voices, Entertainment --- ### [Quynh Ai (aka AiQ) of Happiness Saigon on Crafting Every Aspect of the Creative Experience](https://musebyclios.com/2-minutes-with/quynh-ai-aka-aiq-of-happiness-saigon-on-crafting-every-aspect-of-the-creative-experience/) **Published:** December 14, 2025 **Author:** Shahnaz Mahmud **Content:** [Quynh Ai](https://www.linkedin.com/in/aisqdelia/), aka AiQ, is currently head of design at Happiness Saigon, where she blends her background in landscape architecture, 3D artistry and branding. Previously, AiQ led Spotify’s design presence in Vietnam: from 2024’s iteration of “Wrapped” to ultra-local campaigns involving hundreds of artists. We spent two minutes with AiQ to learn more about her background, her creative inspirations and recent work she’s admired. # AiQ, tell us … ### Where you grew up, and where you live now. Ho Chi Minh City. ### How you first realized you were creative. When I was a kid I immersed myself in the [Finger Tips](https://en.wikipedia.org/wiki/Finger_Tips) series on TV where they showed viewers how to make arts and crafts out of home objects. ### A moment from high school or college that changed your life. When I was researching my graduation project, I spent three months reading [Theme Park Design & the Art of Themed Entertainment](http://Theme%20Park%20Design%20%20and%20The%20Art%20of%20Themed%20Entertainment) by [David Younger](https://www.amazon.com/stores/David-Younger/author/B01DHVIKLY?ref=ap_rdr&shoppingPortalEnabled=true&ccs_id=ddd48fcf-cacd-4aca-ba3a-f46bc9b617d7). I realized they didn’t just create the park by building up the space; they were very thoughtful about how people could enjoy the whole experience. Like the pleasing scent at the waiting area of the [Toy Story](https://en.wikipedia.org/wiki/Toy_Story) ride. Even the mascots at [Disneyland](https://en.wikipedia.org/wiki/Disneyland) are trained actors—they fully embody their characters. Every tiny thing must be considered to make the experience come to life. It was the golden key to opening my creative mindset. ### Your most important creative inspirations, and some recent stuff you love. I love going to the [Design Weeks ](https://www.worlddesignweeks.org/)and local art markets where artists showcase their work. ### One of your favorite creative projects you’ve ever worked on. A personal project I did about Vietnamese art called [“Tết Vuông.”](https://www.facebook.com/share/v/14NmxNvXwcp/) It brought me into the professional creative path. I really got into the process from ideation to creating art to printing, crafting, packaging and showcasing it to the world. ### A recent project you’re proud of. The [Firewalkers](https://www.behance.net/gallery/231535735/THE-FIRE-WALKERS) book for [Hcookware](https://hcookware.com/). ### Someone else’s work you admired lately. [Forestival](https://thanhnien.vn/forestival-2025-le-hoi-xanh-noi-dai-di-san-185250602230811976.htm)[ 2025](https://www.facebook.com/forestivalninhbinh/): A [Music](https://www.facebook.com/watch/?v=1200132668256574) & [Art ](https://www.elle.vn/special-features/forestival-2025-du-an-am-nhac-voi-rung/)festival by[ Viet Vision](https://www.vietvegas.tv/new/hams/) & [STORII ](https://storii.vn/)in Tràng An, Ninh Bình, Việt Nam. It’s where music, art, culture and nature meet. ### Your main strength as a creative person. Open-mindedness with a desire to never stop learning. I’m really into discovering new cultures through languages, especially Korean and Thai. ### Your biggest weakness. I’m the overthinking devil—ha ha. Sometimes this actually helps me, because I am able to foresee some risks. ### A mentor who helped you navigate the industry. Not a person, but a book I read recently helped open my mind: [Ogilvy on Advertising](https://www.barnesandnoble.com/w/ogilvy-on-advertising-david-ogilvy/1118007054) by [David Ogilvy](https://en.wikipedia.org/wiki/David_Ogilvy_(businessman)). ### What you’d be doing if you weren’t in advertising. Something related to cultural event organizing or art curation. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:amy.corr@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Design **Tags:** Happiness Saigon **Sections:** Community Voices --- ### [Trainline Helps Fight Chaos at the Station](https://musebyclios.com/travel/trainline-helps-fight-chaos-in-the-station/) **Published:** December 11, 2025 **Author:** David Gianatasio **Content:** And you thought airports were a surreal experience these days. Euro travel platform Trainline and Wieden+Kennedy Amsterdam book a rail journey to Weirdsville in the :30 below. You could call the results … trippy. The work touts Trainline’s AI-driven suite of services. Shot from above, the action takes place in Budapest’s Keleti station. Let’s watch a 10-armed dude holding court in one corner while headless travelers dance like robots at the magazine stand: The strangest thing is that they still sell magazines. Kidding, of course. Print media’s so vital these days. “We divided the large hall into various quadrants, all shot from precisely the same angle, and then composited them into the large fresco,” W+K creative directors Ramona Todoca and Edouard Olhagaray tell Muse. “Lots of pre-planning went into deciding the placement and positioning of all scenes to achieve a seamless tableau of constant movement.” Shooting in 8K allowed the team to pan, scan and digitally zoom into specific areas of interest while maintaining picture quality, they say. “We wanted to mirror the emotion in the human experience of disruption in a playful way that treats it lightly but does not belittle it, while representing it with realism and charm.” But, why play the decapitation card? “The headless figures are meant to represent the feeling of being lost in the chaos and literally losing your head in the confusion,” Todoca and Olhagaray explain. “We fitted the characters with green head-covers that were removed in post. Other than that, we aimed to achieve all effects practically, in order to retain authenticity and realism.” [Alice Kunisue](https://www.imdb.com/name/nm9736650/) directed through 100%. The work breaks this week across video, streaming, DOOH and social. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Travel **Tags:** trainline, Wieden+Kennedy Amsterdam **Sections:** Trending --- ### [Advantage: Chalamet! Timothée Aces Our 5 Ads of the Week](https://musebyclios.com/advertising/advantage-chalamet-timothee-aces-our-5-ads-of-the-week/) **Published:** December 12, 2025 **Author:** David Gianatasio **Content:** **[Week’s Best: Timothée Chalamet Appears in Character on a Wheaties Box](https://musebyclios.com/film-tv/timothee-chalamet-appears-in-character-on-a-wheaties-box/)**This one sparked beaucoup coverage for weeks with “leaked” info and fun trailers for the table-tennis flick. The box provided a fitting finale. You could say it was awesome to a fault. (We’d never stoop so low.) **And in no particular order…** **[Dr. Squatch and Stranger Things Take on ‘Big Soap’ Conspiracies](https://musebyclios.com/makers/dr-squatch-and-stranger-things-brett-gelman-take-on-big-soap-conspiracies/)**The brand works up a lather with Stranger Things star Brett Gelman. The work invites us to “smell stranger.” Challenge accepted! **[Garage Beer and Jason Kelce Release ‘O’Beer’ on Vinyl](https://musebyclios.com/music/garage-beer-and-jason-kelce-release-obeer-on-vinyl/)**Taylor Swift isn’t the only pop star in the Kelce-verse. Well, actually she is. But Jason’s got a limited-edition holiday track. Will it be his final vinyl? Play **[Uber Eats, Nick Ball Bring Everyday Orders to Life](https://musebyclios.com/advertising/uber-eats-nick-ball-bring-everyday-orders-to-life-youll-dig-that-twerking-pirate-booty/)**From Special US. The love affair between a banana and a bunch of grapes is … just really weird. And that pirate booty dance shivered our timbers. **[L.A. Dodger Freddie Freeman Whiffs in Ryan Reynolds’ SickKids Appeal](https://musebyclios.com/film-tv/freddie-freeman-whiffs-in-ryan-reynolds-latest-sickkids-appeal/)**Freddie’s a dual U.S.-Canadian citizen. But his Dodgers beat the Blue Jays in the World Series. So young fans at the Toronto hospital sling the hate. From Maximum Effort. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Dr. Squatch, Garage Beer, SickKids, Uber Eats, wheaties **Sections:** Entertainment, Trending --- ### [Is the Twitter Brand Primed for a Return Flight?](https://musebyclios.com/musings/is-the-twitter-brand-primed-for-a-return-flight/) **Published:** December 12, 2025 **Author:** David Gianatasio **Content:** This week, news broke that Twitter might actually be resurrected. An outfit called [“Operation Bluebird”](https://www.linkedin.com/company/operation-bluebird/) filled to cancel X Corp.’s trademarks with the intention of relaunching the beloved and discarded brand. If you venture over to [Twitter.new](https://www.twitter.new/) (or New Twitter), in addition to throwing shade at the current owner—in reference to a brand that was handed the Twitterverse and “burned it all down”—the newbie announced, “We’ve filed to claim the Twitter trademark. This isn’t about nostalgia. This is about fixing what broke. And we think the public square is worth fighting for.” And here I was thinking this is absolutely about nostalgia! Speaking of the past—and I’m referring to the golden age of social media, when [“follow us on Twitter and Facebook”](https://cdn.prod.website-files.com/62c5cd2a77ff1602824bcfd0/63238ed5fd205e9ac92909bb_whole-foods-twitter-300x273.jpeg) was still culturally relevant—#NewTwitter will forever be synonymous with its numerous platform redesign rollouts over the years, e.g. [“Take a Tour of the New Twitter”](https://www.wired.com/2010/09/take-a-tour-of-the-new-twitter/) from 2010. While few details are known, according to documents, the petition to reclaim the social media platform was filed by one of Twitter’s former trademark lawyers, who now serves as Operation Bluebird’s general counsel. So it seems like this plan is in good hands. As a digital content strategist and human who never stopped using the verbiage “tweet/retweet,” naturally this news resonated with me. However, at this point, I’m reminded of a Project Runway episode in which judge Nina Garcia said, “I’ve seen this dress before, and I don’t need to see it again.” Right now, we’re all suffering from platform fatigue. We already have X (formerly Twitter, of course), which has an estimated 400 million monthly active users worldwide. Then there’s Bluesky, which was launched by Jack Dorsey, co-founder of Twitter, with over 30 million users. And my goodness, there’s Threads, which Meta says has over 400 million monthly active users. But we’re talking about TWITTER here. So let’s see how this plays out. If it does in fact return, here’s what I hope to see: • “Old Twitter.” Make it about nostalgia! (It works for Reddit.) • 140-characters. Threads are fine for tweetstorms, but none of this 25,000 characters stuff. • Fail Whale when the website is overcapacity. • The original, no payment blue checkmark verification process for authentic, notable accounts. • No promoted tweets/trends/accounts (but I realize that’s asking a lot). • An end to having to group Twitter/X as one platform every single time I create a social media strategy plan and data report. While we wait to see what happens with the trademark, the folks at New Twitter are hoping for the best while taking handle requests. And if I’ve learned anything, it’s that early adopters get to be members of the “first name club.” At present, 119K handles have been spoken for. So if by some miracle I was early enough this time around, my apologies to anyone named Leslie. Will 2026 be the year #NewTwitter “breaks the Internet?” I’ll be rooting for it to happen. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings **Tags:** Twitter **Sections:** Community Voices --- ### [Uber Eats, Nick Ball Bring Everyday Orders to Life. (You'll Dig That Twerking Pirate Booty)](https://musebyclios.com/advertising/uber-eats-nick-ball-bring-everyday-orders-to-life-youll-dig-that-twerking-pirate-booty/) **Published:** December 10, 2025 **Author:** David Gianatasio **Content:** An amorous banana-man grooves on a gal dressed like a bunch of grapes in this satisfyingly silly campaign from Uber Eats. Directed by MJZ’s [Nick Ball](https://musebyclios.com/advertising/morrisons-shoppers-go-to-extremes-for-fresh-food-or-do-they/), vignettes developed with Special US illustrate how consumers can “Get Almost, Almost Anything” with the service—including passion fruit: “The magic of ‘Get Almost, Almost Anything’ is the endless room it gives us to play,” says Georgie Jeffreys, Uber N.A. head of marketing. As for mild salsa—we’re talking VERY mild—they’ve got you covered there, too: “It’s surprisingly difficult, and highly specific, to take salsa dancing and make it boring and slow—without turning it into just another kind of ballroom dancing,” agency CCO David Horton tells Muse. For the next clip, all about pirate’s booty, “We found ourselves carefully finding the line between booty dancing and exotic dancing. Surprisingly it’s got a lot to do with the arms,” notes Matthew Woodhams Roberts, the shop’s other CCO. Finally, these jolly ranchers bring the laughs: In adland, almost everyone tries to be silly. But these spots do so extremely well. They paint the brand proposition in broad strokes and aren’t afraid to let the jokes linger 10 or 20 seconds too long. Which is exactly how we like it. The work breaks today across TV, online and social. Uber Eats plans to deliver more entries by early next year. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Special U.S., Uber Eats **Sections:** Trending --- ### [With Xfinity, Jeff Goldblum's a Wizard IRL—to His Kid, at Least](https://musebyclios.com/film-tv/with-xfinity-jeff-goldblums-a-wizard-irl-at-least-to-his-kid/) **Published:** November 4, 2025 **Author:** Amy Corr **Content:** Jeff Goldblum stars in an Xfinity ad that ties in with the upcoming [Wicked: For Good](https://musebyclios.com/film-tv/google-pixel-10-says-dont-be-wicked-at-the-cinema/). That highly-anticipated sequel stars Goldblum stars as the Wizard. With cameos from his wife and children, the :90 from Goodby Silverstein & Partners features Jeff and his son leaving the Wicked: For Good premiere. The magic from the movie follows them home, with an assist from Xfinity. At any rate, playing music, disarming the home’s security system and turning on the lights form a phone feels like movie magic IRL to his kid. Play The spot was directed by Alice Brooks, DOP for the Wicked films. It falls under Xfinity’s broader “Imagine That” brand platform. “The Wicked films show us that magic lives inside all of us, Xfinity does the same inside our homes,” says Jon Gieselman, chief growth officer, connectivity and platforms for parent company Comcast. “With the most reliable and intelligent WiFi, the fastest mobile service, blockbuster entertainment and security solutions that protect what matters most, we deliver more than technology.” “We deliver wonder. No spells, no smoke and mirrors—just powerful innovation working together to wow our customers every day,” he says. ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Film and TV **Tags:** Goodby Silverstein & Partners, Jeff Goldblum, Wicked, Xfinity **Sections:** Entertainment, Trending --- ### [That Controversial McDonald's AI Commercial Is a Sign of the Times](https://musebyclios.com/musings/that-controversial-mcdonalds-ai-commercial-is-a-sign-of-the-times/) **Published:** December 11, 2025 **Author:** David Gianatasio **Content:** Sorry guys. AI is here. It’s loud, present, imperfect, experimental, and making its way into every corner of our industry. And now it hit the market with one of my former clients, McDonald’s. Whether you think the new [McDonald’s AI ad](https://adage.com/creativity/aa-all-trades-co-mcdonalds-ai-ad/) is great or not, both the client and the agency (TBWA\\Neboko) did exactly what they are supposed to do. Their jobs. Agencies exist to live in the new. Our job is to sit on the edge of culture, craft, and technology and explore what comes next rather than hide inside familiar patterns. There are plenty of production shops for that. More than that, AI is not a trend we get to vote on. It is already woven into how we work, how our clients work (thank you Microsoft), how we communicate and how we create. You can complain about it, but it is part of our world and it is only going to accelerate. Clients also have a responsibility to take bold steps. Call it risk, call it innovation, call it experimentation. The truth is simple. Great brands move by acting before the industry feels comfortable. If you wait for consensus, the opportunity is gone. McDonald’s did what modern marketers must do. They stepped into the frontier even if it felt unfamiliar. Creators deserve credit too. AI gives artists one of the most powerful tools we have had in decades. The shots in the ad may look simple, but anyone who has tried to create continuity in AI video knows how difficult it is. The craft is evolving. People are learning. This is a new medium finding its footing. If you think it is easy, make a full AI commercial for a national brand. I invite you to try. The gap between critique and creation is very real. For agencies, AI is not a threat to creativity. It is a shift in the operating model. It changes how we make things, not what we make or why the work matters. Creativity, insight, storytelling and craft remain at the center. What we are really seeing is resistance to change. People are stepping out of tidy art director and copywriter boxes where ownership was clean and accountability was simple. Those dividing lines are fading. The process is different. Collaboration is messier. And the discomfort is showing. There is no reason this commercial should have been pulled. Thank you to the courageous agencies for doing your job, stepping into the future, and doing a lot of hard work. I would love to see anyone else try this. And thank you for reminding us that we are not “there” yet. AI is average. And we as creatives have a longer runway than people think, unless they want the same familiar jokes, the same predictable shots and the same worn-out song and dance. But that is not our job anymore. That is AI’s job now. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings **Tags:** AI, Holidays, McDonald's **Sections:** Community Voices --- ### [Lily Allen and the Softer Sound of Revenge: What Brands Can Learn](https://musebyclios.com/musings/lily-allen-and-the-sound-of-revenge-what-brands-can-learn/) **Published:** December 11, 2025 **Author:** Amy Corr **Content:** Lily Allen’s long-awaited new album was surprise-dropped two months ago, immediately grabbing headlines for the story behind its creation. Allen conceded that the work was an [act of desperation](http://youtube.com/watch?v=Mq35ELWNKoU), as the tracks weren’t initially intended for a public audience. Creating the music was cathartic, helping her process the emotional fallout of her divorce. Yet, surprisingly—at least to her—audiences embraced its brutally intimate account of the breakdown of her marriage. This response left Allen feeling “genuinely seen.” And in turning her private therapy into art, she’s given her listeners a kind of collective healing, too. The revenge album is an established genre—ranging from Beyonce’s Lemonade and Fleetwood Mac’s Rumours to Britney Spears’ Blackout and Taylor Swift’s Reputation. These projects can be petty, rage-fueled, full of oversharing, painfully honest and even destructive enough to break up a band. But they’ve also evolved. What stands out about Allen’s album is how the sound of revenge has shifted. The fury we heard from Kelly Clarkson and the scathing catharsis of Alanis Morissette’s have been replaced by greater introspection. Today, the sound of revenge is less about screaming at the ones who hurt us and more about reclaiming ourselves. This shift reflects wider cultural changes. Therapy culture is now mainstream. We’re triggered and we project. We set boundaries and save our Sundays for self-care. We’re in the age of oversharing. Artists are encouraged to navigate and dissect their complex lives publicly, modeling vulnerability rather than merely punching back at their antagonists. And this change isn’t limited to culture. There are implications for brands, too. Modern consumers expect them to understand their needs, values and emotions. They want brands that feel trustworthy and recognizably human. Design trends reflect our behavioral shifts. In a fractured landscape, especially for Millennials and Gen Z, transparency and authenticity are non-negotiable requirements. **Turning emotional resonance up to 11** So how can brands connect with audiences the way artists do? Today’s new brand voices are more empathetic, self-aware and focused on building community around shared purpose and feeling. Emotional intelligence is a strategic key to designing experiences that go beyond the transactional and earn genuine loyalty. Music remains the most visceral way to communicate that depth of feeling. Brands don’t need to manufacture heartbreak to earn attention. But they can take a leaf out of the modern artist’s songbook and create worlds where people feel seen, supported and understood. This emotional evolution continues to grow. John Lewis’ fragile cover songs are shaping a new era of tender brand storytelling. Spotify uses music to hold up a mirror to our inner lives with its annual [“Spotify Wrapped.”](https://musebyclios.com/music/whats-new-in-this-years-spotify-wrapped-more-personalization/) Apple and Airbnb favor intimate, organic sonic worlds over glossy anthems. Music becomes an emotional gateway for these brands. The right music and sound can make brand expression feel more genuine even in the most subtle of ways. What does it sound like to lean into empathy, resilience and growth vs. chest-beating and bravado? Sound imbues brands with personality, reveal a human side and create an invitation to the listener. The “sound of revenge” has evolved. Lily Allen’s new album shows that connection comes from greater vulnerability and transparency. That evolution offers a blueprint for brands to connect in meaningful ways. And it should prompt brands to consider what it means to sound emotionally intelligent and human in an era where trust and loyalty mean everything. ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Musings **Tags:** Music **Sections:** Community Voices, Entertainment --- ### [Timothée Chalamet Appears in Character on a Wheaties Box](https://musebyclios.com/film-tv/timothee-chalamet-appears-in-character-on-a-wheaties-box/) **Published:** December 9, 2025 **Author:** David Gianatasio **Content:** Game, set and match: Chalamet! Timothée just appeared as his latest film character, table-tennis ace Marty Mauser, on limited-edition Wheaties boxes. The $25 General Mills items sold out in a day. They hype Marty Supreme from A24 and represent the culmination of perhaps the year’s most notable Hollywood brand collab. ![](https://cdn.musebyclios.com/wp-content/uploads/2025/12/09124750/TIM-C.jpg)The team pulled out all the stops, with [“leaked” info](https://news.designrush.com/a24-timothee-chalamet-marty-supreme-zoom-campaign) and high-profile trailers that teased the Wheaties unboxing. “For more than 100 years, Wheaties has celebrated iconic athletes and moments in culture that transcend boundaries, from sports to unexpected heroes,” says General Mills VP Emilie Knox. Loosely based on a true story, the movie chronicles the triumphs and tragedies of a 1950s ping-pong champ. It drops on Christmas Day. It’s been a notable ad year for Tim. His Cash App[ performance opposite a giant beet](https://musebyclios.com/film-tv/cash-app-pairs-timothee-chalamet-with-a-giant-beet/) was suitably strange, followed by [honeymoon auto theft ](https://musebyclios.com/film-tv/timothee-chalamet-plays-a-car-thieving-groom-for-lucid-motors/)for Lucid Motors. If he and [Walton Goggins](https://musebyclios.com/on-trend/these-trends-rocked-the-culture-sphere-in-2025-the-good-the-bad-and-the-chalamet/) ever make a commercial together, the space-time continuum may split apart. We’re there for that. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Ad of the Week, Film and TV **Tags:** Timothée Chalamet **Sections:** Entertainment, Trending --- ### [Aries Streetwear and Proton Made a Blanket With Its Own VPN](https://musebyclios.com/advertising/aries-streetwear-and-proton-made-a-blanket-with-its-own-vpn/) **Published:** December 9, 2025 **Author:** David Gianatasio **Content:** Linus van Pelt would love to curl up and scroll with this one. Streetwear maker Aries is offering a special blanket with embedded tech that activates a month of free service from Proton VPN. ![](https://cdn.musebyclios.com/wp-content/uploads/2025/12/09091556/aries-3.jpg)“A VPN blanket shouldn’t exist, which is exactly why we made it,” says Julie Matheney, ECD at creative studio Uncommon. “We turned an invisible piece of tech into something you can touch, feel and actually love. It’s comfort, culture and connection wrapped into one unexpected idea.” ![](https://cdn.musebyclios.com/wp-content/uploads/2025/12/09092614/ARIEES-NEW.jpg)“Teaming up with Aries lets us bring together two seemingly opposite worlds: cutting‑edge security and everyday comfort,” says Proton global head of growth Morgane Leonardi. The blanket “turns a simple, cozy moment into instant and unrestricted access to TV shows, movies and sports that keep people feeling at home,” she says. ![](https://cdn.musebyclios.com/wp-content/uploads/2025/12/09091922/aries-2.jpeg)The pitch across OOH and social targets London diaspora communities, mainly college students, longing for a digital taste of home (accessed with VPN security). They simply tap the blanket’s tag to their screens, unlocking 30 days of content from 120 countries. The “VPN Blanket” is [available here](https://www.ariesarise.com/) while supplies last. ![](https://cdn.musebyclios.com/wp-content/uploads/2025/12/09092142/ARIES-last.jpeg) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising, Makers **Tags:** Uncommon **Sections:** Lifestyle --- ### [Garage Beer and Jason Kelce Release 'O'Beer' on Vinyl](https://musebyclios.com/music/garage-beer-and-jason-kelce-release-obeer-on-vinyl/) **Published:** December 10, 2025 **Author:** Amy Corr **Content:** Last year, Garage Beer released a video starring Jason Kelce singing his own version of “Noel” called “O’Beer.” He was accompanied by a choir; they sang and cracked open some cold ones. A cameo from his brother Travis revealed he got the dates mixed up and missed the filming. Play Starting Friday, the brand is giving away limited edition records of “O’Beer” to the first 100 fans who visit its [merch store.](http://merch.drinkgaragebeer.com) Side A has “O’Beer” and the flip features Kelce reading “The Reindeer and the Red Drink.” ![](https://cdn.musebyclios.com/wp-content/uploads/2025/12/10132626/GarageBeerOBeer-Chorale-Side.jpg)“‘O’Beer’ was such a good time last year. It ended up being this heartwarming moment right before the holidays where everything just kind of came together,” Corey Smale, CCO of Garage Beer, tells Muse. “It felt so natural that even in its first year we knew we wanted to do it again but bring it even closer to fans. That’s why we produced the 7″ vinyl that we’re giving away to fans. The 7″ just felt right for this year.” “We all love analog, tangible stuff—especially limited-edition pieces,” he says. “There are only 500 of these vinyls and you can’t buy them. 100 fans can get the first 100 on our merch site. The others, we’re giving them out to a handful of winners, people doing cool things in the community and friends who’ve helped us along the way.” “It’s really just a thank-you. No selling, no money—just a fun holiday gift and another way to get a little more beer magic out there.” ![](https://cdn.musebyclios.com/wp-content/uploads/2025/12/10132625/GarageBeerB-Side.jpg)The record was produced by musician and War on Drugs drummer Charlie Hall. ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Music, Sports **Tags:** Garage Beer, Holidays, Jason Kelce **Sections:** Trending --- ### [Dutch Lottery Tells Sweet Story of Human Connection](https://musebyclios.com/advertising/dutch-lottery-tells-sweet-story-of-human-connection/) **Published:** December 8, 2025 **Author:** David Gianatasio **Content:** Those yearning to shed some tears for the holidays just won the lottery. Because this campaign delivers all the weepy feels in a handmade stop-motion tale starring a grumpy guy, his sad cat and a dark cloud that follows them around. Touting the Dutch State Lottery, agency TBWA\\Neboko spins a story of kindness and appreciation told through painstaking craft. No AI here. Each setting and prop exists IRL, with the action captured frame by frame. This technique “felt like the perfect tool for a story about community and togetherness,” says Joseph Mann, who directed through Blinkink. “Using a mixture of scales we managed to get the detail and personality into every shot.” The goal was to illustrate that “some things in life are more valuable than a Jackpot prize of 30 million euros,” says agency ECD Dennis Baars. The campaign will run across TV, online, social media, radio, OOH and retail channels. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Dutch National Lottery, Holidays, TBWANeboko **Sections:** Trending --- ### [Is Ad Biz Rediscovering Its Voice in AI's Uncanny Valley?](https://musebyclios.com/musings/is-ad-biz-rediscovering-its-voice-in-ais-uncanny-valley/) **Published:** August 26, 2025 **Author:** Amy Corr **Content:** Something remarkable is starting to happen in advertising, though most of the industry hasn’t noticed yet. We’re in the earliest days of AI-generated commercial content, much of it still experimental, much of it happening behind closed doors in proof-of-concept client work and spec projects. But a pattern is emerging among the pieces that actually work. One standout example is Fiverr’s [“Prompt and Punishment,”](https://www.youtube.com/watch?v=BUDzNHgQVKg) in which an AI-generated character becomes a prompt punching bag. Another is [Amir Ariely’s spec spot for Liquid Death](https://www.youtube.com/watch?v=FYFNJZMpaes), where AI characters gleefully embrace chaos in ways that would be disturbing with human actors but feels delightfully unhinged with artificial ones. The same dynamic plays out: The moments that test best and generate the strongest responses occur when we stop trying to make AI characters relatable and start making them wonderfully, obviously artificial. These aren’t accidents. They’re early glimpses of a new creative territory that exists specifically because of what AI characters are and, crucially, what they’re not. They can be stretched, compressed, exploded, transformed or subjected to impossible scenarios without moral consequence. We laugh because it’s safe to laugh. There’s no ethical weight to their predicaments because we don’t perceive them as capable of genuine suffering. In these early experiments, we’re witnessing the discovery of advertising’s next evolutionary leap. **The Uncanny Valley’s Hidden Depths** For decades, we’ve understood the uncanny valley as a simple dip in human comfort: Make something too human-like but not quite human enough and people recoil. But as generative AI reveals, the topography is far more complex than we realized. Beyond mere visual fidelity, the uncanny valley encompasses emotional and moral categorization. When we see something that looks human, our brains immediately begin calculating: Is this something I should empathize with? Protect? Fear? This constant categorization and its inherent cognitive load create the discomfort we associate with oddball effects. But here’s what’s profound—by deliberately making AI characters obviously non-human while still visually impressive, creators short-circuit this entire process. They’re creating a new category—beings that are clearly artificial, visually sophisticated and emotionally consequence-free. It’s a category that never existed until we had the tools to create it. The most successful AI advertising doesn’t try to convince us that AI characters are “just like us.” It revels in their otherness, using it as a creative superpower. **The Lineage of Surreal Persuasion** The greatest commercials in advertising history share a secret; they all bent reality to amplify their truth. Consider the legendary spots that defined excellence: [**Cadbury’s “Gorilla”**](https://youtu.be/La7B8mBnTXs?si=ZjOlhr3Jho9vkodd) — An ape playing drums to Phil Collins had nothing to do with chocolate—and everything to do with the pure joy of indulgence. [**Guinness’ “Surfer”**](https://www.youtube.com/watch?v=w9ogzVyTtcw) — Horses emerging from waves created a mythic narrative about patience and perfection. [**Sony Bravia**](https://www.youtube.com/watch?v=0_bx8bnCoiU&list=RD0_bx8bnCoiU&start_radio=1) — Thousands of bouncing balls transformed city streets into a canvas for “color like no other.” [**Volvo Trucks’ “Epic Split”**](https://www.youtube.com/watch?v=M7FIvfx5J10&list=RDM7FIvfx5J10&start_radio=1) — Jean-Claude Van Damme’s impossible split between moving trucks made precision and strength viscerally unforgettable. [**FKA twigs for Apple**](https://www.youtube.com/watch?v=Xwc22EK8qE0&list=RDXwc22EK8qE0&start_radio=1) — Ethereal choreography in impossible spaces showcases seamless technology integration. Each succeeded by finding the surreal gesture that could externalize an internal product truth. The gorilla’s uninhibited joy was the feeling of eating Cadbury. The mythic waves were the craftsmanship of Guinness. The bouncing balls were the vibrancy of Sony’s display technology. These weren’t weird for weird’s sake. They were precisely calibrated impossibilities that made product benefits felt, rather than just understood. They realized something fundamental: the human brain doesn’t just process information, it craves transformation through story. What’s changed isn’t our appetite for the surreal, but our ability to create it without limits. AI has democratized the impossible. **The Deeper Truth: We’ve Been Waiting for This** Here’s the profound realization: Advertising has always trafficked in controlled unreality. Every commercial is already a tiny act of surrealism: products that solve problems too perfectly, scenarios where everyone is slightly too attractive and too happy, solutions that work a little too well. Consider that transformation is the common thread through every great advertising story. The tired person becomes energized. The messy kitchen becomes spotless. The uncertain consumer becomes confident. These transformations have always been slightly impossible. Now we just have characters who can embody that impossibility literally. What we’re witnessing isn’t science fiction. It’s the emergence of tools that align with some of our most fundamental human tendencies: - **Pattern Recognition:** We’re drawn to the familiar made strange because our brains are constantly seeking patterns and delighting in pattern breaks. - **Safe Exploration:** Surreal scenarios let us explore ideas, fears and desires in a consequence-free environment. - **Narrative Hunger:** We crave stories that feel larger than life because they help us process and understand our own lives. - **Transformation Fantasy:** We want to believe that change is possible, that problems can be solved, that products can deliver on their promises. AI characters in impossible situations aren’t weird. They’re the perfect vessels for these deeply human needs. We’ve been yearning for tools that could match our imagination without the constraints of physics, budgets or human limitations. AI didn’t create our desire for the surreal. It finally gave us the means to fully express it. ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Musings **Tags:** AI, Code and Theory **Sections:** Community Voices --- ### [Here Are Your AI Dos and Don'ts for 2026](https://musebyclios.com/year-in-review/ai-dos-and-donts-for-2026/) **Published:** December 6, 2025 **Author:** David Gianatasio **Content:** AI has me feeling a bit like the first day back at school: familiar, but with that sense that something different is starting. In 2025, we mostly saw AI as a helpful tool, that could speed things up or fill in the blanks. In 2026, AI may start to feel more like a creative partner in some moments—not replacing us, but helping shape ideas in new ways. So, as we look ahead to 2026, there are a few things to absolutely carry forward—and a few to forever leave behind. **TAKE THESE INTO 2026…** **The Productivity Stack That Actually Moves the Work Forward.** AI has become the unseen chief of staff—not because it replaces thinking, but because it clears the underbrush. So, bring the tools that genuinely streamline your days, from synthesizing complex briefs to prepping for meetings and managing feedback loops. ChatGPT Enterprise can be your backbone for that system, especially through custom modules. Example: My team’s “Famous Idea Test,” and a series of briefing tools that keep client and industry intel relevant, organized and immediately accessible. Perplexity and Claude, under enterprise licenses, provide quick research sanity checks and their voice features help structure thoughts when users need to talk something through. Try this: Working late and don’t want to ping a teammate but you’ve got a spark of an idea? Talk it out with Claude or Perplexity’s voice mode. Ask it questions and push back on its answers. Sometimes it’ll feel like you’re sparring with an intern, sometimes with a senior strategist—but the quality comes from how you probe. Set clear guardrails upfront so it doesn’t simply “yes” you. Make it challenge you. That’s where the value is. **Collaboration Tools That Expand the Table.** The best creative work happens when more people can meet the idea earlier. AI collaboration unlocks the ability for strategy, creative and production to work inside the same ecosystem in real time—especially when we’re not physically together. ChatGPT has become invaluable for shared exploration; Perplexity supports rapid voice-based ideation; tools like Envato and Artlist help shape visual and audio direction alongside clients during the concept phase and beyond. Dip your toe in the water: Bring early creative into one shared AI workspace and use fast-turn visual and audio tools to set mood and direction. Treat it like a mood board on steroids and it creates alignment faster, sharpens the brief and accelerates cohesion without adding more meetings. **Stress-Testing the Work.** If there’s a superpower AI gives our creative industry, it’s the ability to test ideas more rigorously. Before anything reaches an internal review, I run it through my idea modules—persona simulations, the Famous Idea Test, clarity passes and narrative proofing. It’s not about outsourcing creativity; it’s about giving ideas friction so they’re stronger by the time they hit the room. Stress-test concepts with a simple AI loop before sharing them. It raises the floor instantly. Try a quick three-prompt check for clarity, audience fit and risk. And maybe ask directly where the idea could fall apart. **LEAVE THESE BEHIND…** **Ambiguity in How We Use AI.** End the coyness. Using AI in the creative process isn’t shameful or cheating; it’s not something to hide. Teams and clients deserve transparency about when AI is part of the process and when it isn’t. Clear language builds trust and raises the quality bar for both human and AI-generated contributions. Ambiguity helps no one. Clarity strengthens everyone. To leave coyness behind, add a simple line to your workflow: “AI-assisted for structure; final creative by the team.” The adjustment removes the mystique and sets a consistent expectation. **The Sea of AI Slop.** We all know the kind of work I mean: the unedited, unexamined output that gets passed forward without anyone validating whether it’s strategically sound, or even relevant. The slop is particularly harmful for junior talent, who deserve real mentorship in thinking, not shortcuts. And while we’re at it, let’s also leave behind the flood of cold-call AI emails filled with incorrect info and volume-based revenue desperation. That’s not innovation; that’s noise. AI isn’t to blame for slop. Leadership is. The way to change: Require a human edit pass before any AI-generated text, image or idea moves forward. Read it. Question it. Align it to the actual brief. Non-negotiable. **Fear of the Tools.** The fear of AI, especially in advertising, is outdated. We’ve evolved through every major shift in how ideas are made and shared. This is just the next evolution. Our job isn’t to resist the wave; it’s to surf it with intention. Your way around fear: host low-pressure “play sessions” where the team experiments with ChatGPT, Perplexity, Claude, Envato, Artlist, Sora, and/or whatever’s relevant, with zero expectations of output. Curiosity kills fear faster than any training deck. If you’re nervous that school’s back in session, pay attention. You came here to learn, and our industry is a great teacher. Regarding AI, you’re only a few changed study habits away from a passing grade—if not a gold star. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** AI Update, Year in Review **Tags:** AI **Sections:** Community Voices --- ### [L.A. Dodger Freddie Freeman Whiffs in Ryan Reynolds' Latest SickKids Appeal](https://musebyclios.com/film-tv/freddie-freeman-whiffs-in-ryan-reynolds-latest-sickkids-appeal/) **Published:** December 5, 2025 **Author:** David Gianatasio **Content:** Freddie Freeman loses home-field advantage in Ryan Reynolds’ annual holiday campaign for [SickKids](https://www.sickkids.ca/) hospital in Toronto. Freeman’s Los Angeles Dodgers bested the Blue Jays to win the 2025 World Series. Naturally, the young fans north of the border give the slugger, who holds dual U.S.-Canadian citizenship, an earful: - “You’ve really got some nerve coming here.” - “Go back to your sunshine and traffic, you hoser!” - “You ruined everything!” - “LET’S GO BLUE JAYS!” - “What a clown!” We’re told those youngsters were chanting from the heart. One of them is a super-fan with a Jays-themed prosthetic eye. Give that kid a contract! It’s a neat subversion of feel-good Xmas expectations, a worthy addition to Ryan’s roster of great “Ugly Sweater” holiday fare like [last year’s Wonder Woman riff ](https://musebyclios.com/health/deadpool-ryan-reynolds-meets-wonder-woman-lynda-carter/)with Linda Carter and [PrickKids with Michael Bublé](https://www.youtube.com/watch?v=ACp9poov504) from 2023. Really Original’s Oren Brimer directed from concepts developed by Maximum Effort. ![](https://cdn.musebyclios.com/wp-content/uploads/2025/12/05100426/Ryan-2.jpg) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Film and TV, Sports **Tags:** Holidays, Maximum Effort, Ryan Reynolds, SickKids **Sections:** Entertainment, Trending --- ### [Dr. Squatch and Stranger Things' Brett Gelman Take on Big Soap Conspiracies](https://musebyclios.com/makers/dr-squatch-and-stranger-things-brett-gelman-take-on-big-soap-conspiracies/) **Published:** December 8, 2025 **Author:** Amy Corr **Content:** The [Stranger Things brand collabs](https://musebyclios.com/film-tv/last-trip-to-the-upside-down-tide-bk-mcds-and-more-bid-farewell-to-stranger-things/) keep coming and we’re here for it. The latest partnership includes Dr. Squatch soap and the show’s resident conspiracy theorist Murray Bauman (played by Brett Gelman). Forget Vecna, Bauman’s taking on the Big Soap industry, chock full of parabens, sulphates and lies. A retro :75 features the whistleblower explaining that freshness keeps inter-dimensional predators at bay—and BO, too. Naturally, Dr. Squatch has you covered with four ST-edition soaps, available at Target. But They didn’t stop at soaps for this team-up. There’s also a pair of ST-themed deodorants for post-shower protection. The ad also includes a phone number (833)-2-SQUATCH if you want to hear more from Bauman. “If there’s one thing Murray Bauman knows, it’s that there’s always a cover-up, and it turns out that Big Soap has been running one in our showers for years,” said Gelman. The set of scented soaps includes: - **Vecna’s Curse.** Scented with crisp juniper, blood orange and dark amber. - **Squawk Signal.** Smells like icy lavender and fizzy cherry soda. Also comes in aluminum-free deodorant form. - **Experiment No. 11** is a fresh citrus bar. - **Hellfire & Beyond** features bold pepper, clove, and leather. Also in deodorant form. ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Makers **Tags:** Dr. Squatch, Stranger Things **Sections:** Entertainment, Trending --- ### [GOAT, The Devil Wears Prada 2 and More Great Trailers](https://musebyclios.com/film-tv/goat-the-devil-wears-prada-2-and-more-great-trailers/) **Published:** December 7, 2025 **Author:** David Gianatasio **Content:** Here are some trailers that caught our eye this week… ### The Devil Wears Prada 2 20th Century Studios Trailer Agency: Buddha Jones Madonna’s “Vogue”—an ode to Anne Hathaway’s transformation in the original film—is a clever choice as we follow red, devilish heels click-clacking to the beat. When the woman finally reaches the elevator and turns, we see that it’s Miranda (Meryl Streep). The doors are about to close when a hand stops them. Andy (Hathaway) enters and Miranda delivers a classic double entendre: “Took you long enough.” The doors slowly close on both women wearing those iconic black sunglasses. This much-awaited sequel hits the runway May 1. Play ### Hoppers Disney/Pixar Trailer Agency: The Hive (Disney in-house) Editor: Chris Park This well-crafted trailer opens on Mabel, a college student studying animal behavior. She learns that her professor is developing “hopping”—tech that puts human consciousness into a robotic animal. Mabel steals the hopper helmet and is transported to the animal world as a beaver. She learns about their anger toward people abusing the planet and their plan to, “squish the humans!” With a great score that keeps the story moving and perfect pauses for jokes, this feels like another hit. Hops into theaters March 6. Play ### Project Hail Mary Disney/Pixar Trailer Agency: Wild Card We open on Ryan Gosling, trying to communicate with an alien named Rocky. He plays a genius science teacher, recruited to find out why the sun is dying. Turns out Rocky’s planet is dying too, so they’re both on a rescue mission. Major props for using Oasis’ epic “Champagne Supernova” to underscore both the humor and desperation of their plight. Sandra Hüller’s character offers our fave line: “You’re a great scientist and human being—the world is counting on you.” No pressure there. Based on Andy Weir’s bestseller. Find out who survives when this hits theaters on March 20. Play ### GOAT Sony Pictures Entertainment Trailer Agency: Transit You’re never too small to dream big. From producer Stephen Curry comes a classic underdog story about a small goat who longs to play Roarball, where fierce beasts compete in dangerous stadiums. He wants to prove his mom right when she told him, “You’re gonna change the game.” Find out if this goat becomes the G.O.A.T. when he takes his best shot in cinemas on Feb. 13. Play ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Film and TV **Tags:** Hollywood, Trailers and Posters **Sections:** Entertainment, Trending --- ### [Owen Lee of FCB London on Shadowing Lee Clow to Learn the Ropes](https://musebyclios.com/2-minutes-with/owen-lee-of-fcb-london-on-shadowing-lee-clow-to-learn-the-ropes/) **Published:** December 8, 2025 **Author:** Shahnaz Mahmud **Content:** [Owen](https://www.linkedin.com/in/owenlee1/) is currently chief creative officer at FCB London. We spent two minutes with him to learn more about his background, his creative inspirations and recent work he’s admired. # Owen, tell us … ### Where you grew up, and where you live now. I grew up in Bearstead in Kent where cricket has been played on the village green since 1749. I now live in the village of Fulmer in Buckinghamshire. ### How you first realized you were creative. As a kid I used to spend all of my pocket money on little plastic creatures which my mum thought was weird. ### A moment from high school or college that changed your life. On my first day at art college, we were asked to go to the local rubbish tip and come back with a piece of art. We left the room totally confused, having come out of the structured environment of school. But gradually, we all started finding stuff to create something new. I’m sure the art was literally trash. But it opened my mind to the concept of creative thinking. ### Your most important creative inspirations, and some recent stuff you love. I like meandering. Doing things without a specific purpose opens your mind. Our chief strategy officer, [Ben Jaffé](https://www.linkedin.com/in/ben-jaff%C3%A9-87b3402/?originalSubdomain=uk), and I wandered into [Great St. Barts ](https://www.greatstbarts.com/)recently because he happened to know it is the oldest parish church in London. Odd stuff like that is inspiring. ### One of your favorite creative projects you’ve ever worked on. [“Dyslexic Thinking”](https://vimeo.com/825132577/ca5eb36a25) with [Virgin ](https://www.virgin.com/)and [LinkedIn](https://en.wikipedia.org/wiki/LinkedIn). The reaction to it was really quite emotional. ### A recent project you’re proud of. [Andrex “First School Poo.”](https://vimeo.com/1084183002) The number of parents who have told me how much it resonated with them has been amazing. ### Someone else’s work you admired lately. [Mother’s](https://en.wikipedia.org/wiki/Mother_(advertising_agency)) [KFC](https://en.wikipedia.org/wiki/KFC) work is cultish, left field and batshit crazy. The ad industry needs work like that because it ups the game. Props to the clients for buying it. Play ### Your main strength as a creative person. I hope that it’s generosity. I try to build rather than break, but this question is probably best answered by the people who work with me. ### Your biggest weakness. Indecision. ### A mentor who helped you navigate the industry. [Lee Clow](https://en.wikipedia.org/wiki/Lee_Clow). Not a mentor, but an inspiration. [Gary Robinson ](https://www.linkedin.com/in/gary-robinson-08862519/details/experience/)and I turned up at [Chiat/Day New York ](https://en.wikipedia.org/wiki/TBWA%5CChiat%5CDay)as students attempting to intern our way around the ad agencies of the world. Lee met us and thought what we were doing was “kinda cool” and he invited us to hang out with him in L.A. So we did and he gave us a lot of his time and treated us like one of the creative teams at C/D. We didn’t know quite how important he was at the time. But that generosity of spirit stayed with us. ### What you’d be doing if you weren’t in advertising. I would have loved to do something in wine, other than just drinking it. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:amy.corr@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With **Tags:** FCB London **Sections:** Community Voices --- ### [Patricia Medeiros of Ogilvy Madrid on Stepping Outside Your Comfort Zone](https://musebyclios.com/2-minutes-with/patricia-medeiros-of-ogilvy-madrid-on-stepping-outside-of-her-comfort-zone/) **Published:** December 8, 2025 **Author:** Shahnaz Mahmud **Content:** With nearly two decades of experience at global agencies, [Patricia](https://urldefense.com/v3/__https:/www.linkedin.com/in/patimedeiros/__;!!FMox2LFwyA!onzJkmumv9JScDufzaqnC4xAHZXRHDgm9HC3mxPgIQaf6X9h4zEAGo5f8eVfsG4EwIcA-AQdGjqr5u7MhmGdxJJQYqbu$) is currently creative director at Ogilvy Madrid, where she leads the Uber mobility and delivery accounts. Across many agencies and geographies, she spearheaded campaigns for Coca-Cola in Europe and also developed work for clients such as Netflix, Spotify and McDonald’s. We spent two minutes with Patricia to learn more about her background, her creative inspirations and recent work she’s admired. # Patricia, tell us … ### Where you grew up, and where you live now. My story began in Rio de Janeiro, a city that vibrates with warmth and incredible energy. I went to New York to pursue career development. I moved back to Brazil—in São Paulo—for six-and-a-half years. Today, I live in Madrid, and next year I will celebrate 10 years in this beautiful city. ### How you first realized you were creative. I remember when I was 12 in the ’90s, having a computer at home was quite rare. My mother, however, was one of the few who owned one in my building, and my favorite pastime was spending the day in Paintbrush creating birthday cards. It never crossed my mind that I would pursue a career as an art director; it was just a game. True clarity came at university. Initially, I intended to become a journalist. I realized I was a terrible writer and that my expression flowed more through visuals than words. ### Your most important creative inspirations, and some recent stuff you love. What truly captures my attention at the moment are musical artists and their live presentations. The scenography, their connection with the audience and the lyrics—all of it fascinates me. Scenography, in particular, has always drawn me in. Since childhood, the [samba school parades ](https://en.wikipedia.org/wiki/Samba_school)at Sapucaí in Rio de Janeiro were an impressive cultural reference. Their ability to bring stories to life with exemplary art direction and incredible craftsmanship deeply impacts your life. Recently, I was impressed by[ Kendrick Lamar’s show with SZA](https://www.youtube.com/watch?v=_xtcCPxLWD0). It was simple yet extremely powerful. The show featured spectacular visuals, including cinematic graphics, a central role for a Buick GNX and innovative use of lighting and videos. ### One of your favorite creative projects you’ve ever worked on. Spain’s main professional football competition, [LaLiga](https://en.wikipedia.org/wiki/La_Liga), announces its official ball. For this launch, we developed a special unboxing experience that would be sent to key influencers worldwide. The big idea was this: If football is played with your feet, why do an unboxing with your hands? So, we created a spherical packaging that taught the best way to open it … with your feet! It was an intense project spanning six months, focused on pure craft. The team was involved in every stage, from selecting materials, shapes, 3D modeling and the functionality of this “packaging,” all the way to the final design and communication. Play ### A recent project you’re proud of. The [Uber Eats](https://en.wikipedia.org/wiki/Uber_Eats) campaign with [Antonio Banderas](https://en.wikipedia.org/wiki/Antonio_Banderas). The main goal was to convey the idea that Uber Eats is no longer just for food delivery. With the concept “Get Almost Almost Anything,” we had to generate a strong impact on the Spanish audience and connect on an emotional and cultural level. Through Antonios’ charisma, we explored the hilarious consequences of being able to order practically anything. We managed to create a narrative full of stories and clever references to Spanish popular culture. The commercial kicks off with Banderas in front of a shelf full of awards, noticing an empty space. When he searches for “Goya” on the app, instead of receiving the cinematic award, he gets a self-portrait by [Francisco Goya](https://en.wikipedia.org/wiki/Francisco_Goya). Accidentally spilling wine on the painting, he tries to restore it at home—creating a new infamous [Ecce Homo](https://en.wikipedia.org/wiki/Ecce_homo). We sprinkled the commercial with Easter Eggs that pay homage to Goya’s paintings. We created something that will not only make people laugh but also make them think about Uber Eats in a completely new way. Play ### Someone else’s work you admired lately. [Burberry](https://en.wikipedia.org/wiki/Burberry). It stands out for having an incredible creative strategy and top-tier productions, while repositioning itself in luxury fashion. A clear example is “It’s Always Burberry Weather: London in Love.” This film series celebrates love and romance amidst unpredictable weather, with aesthetics inspired by ’90s and 2000s British romantic comedies. The impeccably executed previous communications, such as collaborations with [MegaForce](https://mobile.riffrafffilms.tv/uk/megaforce), are also a masterpiece of art direction and execution. Play ### Your main strength as a creative person. The ability to step out of my comfort zone and adapt to new challenges. Moving to a new country, for example, and having to practically start from scratch, with distinct cultural differences, was a catalyst. This experience pushed me to dedicate myself to understanding new behaviors and ideas, while exploring worlds and perspectives that were previously unknown to me. ### Your biggest weakness. Impulsiveness and anxiety. I often wish for an idea to materialize quickly and exactly as I conceived it. However, I’ve come to realize that this haste often prevents me from seeing how time can be a valuable ally in the creative evolution process, allowing ideas to mature and refine themselves. ### What you ‘d be doing if you weren ‘t in advertising. Fashion or theater. Fashion has always fascinated me with its ability to dictate behaviors, express identities, and reflect the spirit of an era. It’s a field where creativity manifests itself in a very visual and impactful way, something that deeply attracts me. And theater, I absolutely love it! I adore how stories are told and emotions are conveyed live, with sets, costumes, and performances that manage to create entire worlds. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:amy.corr@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With **Tags:** Ogilvy Madrid **Sections:** Community Voices --- ### [Anand R. Ramakrishnan of Artiligence on Blending Curiosity, Courage and Creativity](https://musebyclios.com/2-minutes-with/anand-r-ramakrishnan-of-artiligence-on-blending-curiosity-courage-and-creativity/) **Published:** December 3, 2025 **Author:** Shahnaz Mahmud **Content:** ![](https://cdn.musebyclios.com/wp-content/uploads/2025/12/01110858/Anand-Ramakrishnan.jpg)With over two decades of experience both in India and abroad, [Anand ](https://winafestival.com/jury/anand-r-ramakrishnan/)is currently ECD at Artiligence. While copywriting is his core competence, Anand has been handling responsibilities across the spectrum, from strategy, ideation, creative direction to liaising with clients for numerous brands. We spent two minutes with Anand to learn more about his background, his creative inspirations and recent work he’s admired. # Anand, tell us … ### Where you grew up, and where you live now. Having grown up in Mumbai—the city that never sleeps, the city of dreams—I have always been a part of the city and the city a part of me. ### How you first got interested in health. After having spent nearly a decade in advertising, and having handled diverse brands from across a wide spectrum of sectors, I was both impressed by and immersed in the power creativity possesses in influencing and improving people’s lives. It was also around this time that I had the good fortune to work on a campaign for a healthcare brand. Not only did it make my work more purpose-driven, but I knew at once that this was my calling. ### One thing about how health is evolving that you’re excited about. Recent times see a significant—and welcome—shift in the way brands communicate and connect with healthcare professionals, patients, caregivers, etc. What once often revolved around the functional attributes of the brand, molecule, etc., the needle has shifted to more humane aspects. The brand narratives and conversations nowadays—though amplified and enhanced by AI—have evolved and carry an emotional pitch and empathetic tone while communicating with their audiences. Can there be anything more exciting and enticing than this evolution that promises to empower humankind and, in turn, businesses? ### Someone else’s work, in health or beyond, that you admired lately. The most recent work done by [Lowe Lintas Mumbai ](https://en.wikipedia.org/wiki/MullenLowe_Lintas_Group)for its “The Dawai Reader” campaign for Alkem Laboratories, really stands out. It bagged a Silver Lion at the Cannes Pharma Lions 2025. Play ### A book, movie, TV show, or podcast you recently found inspiring. [The Pursuit of Happyness](https://www.harpercollins.com/products/the-pursuit-of-happyness-chris-gardner?variant=32117103558690) remains the most beautiful and inspiring story I have ever come across. ### Your favorite fictional character. [The Joker ](https://en.wikipedia.org/wiki/Joker_(character))from the [DC Universe](https://en.wikipedia.org/wiki/DC_Universe). ### Your main strength as a marketer/creative. Curiosity, it is said, killed the cat. For me, nonetheless, inquisitiveness has been my key strength. If one isn’t curious, I believe, they won’t have the courage to be creative. My mantra: Be curious, be courageous, be creative. ### Your biggest weakness. The very attributes of curiosity and inquisitiveness prove to be my weaknesses, too, at times—if not always. While I try my best to strike a balance, it’s a work in progress. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.]() ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Advertising, Health and Wellness **Tags:** Artiligence **Sections:** Community Voices --- ### [Bill Milkereit and Todd Tucker of Poke the Bear on Learning to Read the Room](https://musebyclios.com/2-minutes-with/bill-milkereit-and-todd-tucker-of-poke-the-bear-on-reading-the-room/) **Published:** December 2, 2025 **Author:** Shahnaz Mahmud **Content:** Writer [Bill](https://www.linkedin.com/in/bill-milkereit/) and art director [Todd ](https://www.linkedin.com/in/todd-tucker-4795b31ba/)cofounded Poke the Bear. We spent two minutes with Bill and Todd to learn more about their backgrounds, their creative inspirations and recent work they’ve admired. # Bill and Todd, tell us … ### Where you grew up, and where you live now. - Bill: Chicago’s South Side then Charleston, S.C. Now, Dallas. - Todd: Lufkin, Texas, on a cattle ranch. Now, just north of Dallas. ### How you first realized you were creative. - Bill: I was much more interested in making my classmates and teachers laugh than whatever else was going on. To achieve the desired results, I had to think quicker, come up with material, insights, stories and one-liners on the fly. - Todd: My first-grade teacher sent a letter home to my parents. She was freaked out that I was drawing things in three dimensions. ### A moment from high school or college that changed your life. - Bill: Attending the the Portfolio Center in Atlanta after college was the best move of my career. There, a smartass kid could really shape his knack for making up stories and putting words together into a marketable skill. - Todd: When my photography professor said, “You’re not going to be a photographer, you’re going to be an art director. And that’s a good thing. Just learn Photoshop and I’ll give you credits on your upper-level photo classes.” ### Your most important creative inspirations, and some recent stuff you love. - Bill: [“Where’s The Beef”](https://www.youtube.com/watch?v=Ug75diEyiA0) – That great ’80s TV campaign from [Wendy’s ](https://en.wikipedia.org/wiki/Wendy's)and [Joe Sedelmaier](https://en.wikipedia.org/wiki/Joe_Sedelmaier). As a kid I thought, “Somebody had to come up with those characters. I want to do that.” Recently, I’m into all the [Liquid Death ](https://en.wikipedia.org/wiki/Liquid_Death)ridiculousness. Calling out this whole hydration culture is funny. And here’s the thing: it only takes a little bit of guts. We can’t take ourselves too seriously. There’s enough seriousness out there. - Todd: Early on it was [David Carson](https://en.wikipedia.org/wiki/David_Carson_(graphic_designer)). [“The End of Print”](https://www.davidcarsondesign.com/t/tag/the-end-of-print/) blew my mind. Now, [David Fincher ](https://en.wikipedia.org/wiki/David_Fincher)and [Wes Anderson](https://en.wikipedia.org/wiki/Wes_Anderson) are at the top of my list. Play ### One of your favorite creative projects you’ve ever worked on. - Bill: These [TV spots](https://pokethebear.agency/work/have-a-nice-day-hxcwf-5b5f7-ncasf-myamw) (and over 100 radio ads) for [QuikTrip ](https://en.wikipedia.org/wiki/QuikTrip)were so odd and wide open. It took some courage from an awesome client, a marketer that just wanted to do fun commercials. RIP [Jim Denny](https://csnews.com/former-quiktrip-marketing-vp-jim-denny-passes-away). - Todd: The [Chick-fil-A Cows stuff](https://pokethebear.agency/work/chick-fil-a) was a blast. The “Reely, Kevin?” spot is my favorite. > [@henryholland10](https://www.tiktok.com/@henryholland10?refer=embed "@henryholland10")Reely Kevin? [\#cows](https://www.tiktok.com/tag/cows?refer=embed "cows") [\#chickfila](https://www.tiktok.com/tag/chickfila?refer=embed "chickfila") [\#cowsoftiktok](https://www.tiktok.com/tag/cowsoftiktok?refer=embed "cowsoftiktok") [\#eatmorchikin](https://www.tiktok.com/tag/eatmorchikin?refer=embed "eatmorchikin") [\#chickfilacommercial](https://www.tiktok.com/tag/chickfilacommercial?refer=embed "chickfilacommercial") > > [♬ original sound – Henry Holland (HH)](https://www.tiktok.com/music/original-sound-7244940631716432683?refer=embed "♬ original sound - Henry Holland (HH)") ### A recent project you’re proud of. - Bill: We just finished this [campaign ](https://pokethebear.agency/work/rd1)for [Registered Distillery One](https://rd1spirits.com/) bourbon. Besides the fact that Todd and I have been known to enjoy some delicious bourbon from time to time, we (as in, mostly Todd) crafted the hell outta these old-school print ads. - Todd: We’re proud of the [“Break Out The Good Stuff”](https://pokethebear.agency/work/sees) campaign for [See’s Candies](https://en.wikipedia.org/wiki/See's_Candies). ### Someone else’s work you admired lately. - Bill: The Progressive campaign [“We Can’t Save You From Becoming Your Parents” ](http://Progressive%20Insurance%20Dr%20Rick%20Commercials%20Compilation%20All%20Bill%20Glass%20Ads)is my kind of smart, insightful, observational humor. I have been known to shush anyone else in the room whenever a new one comes on. - Todd: The folks at [Tombras](https://tombras.com/) are killing it lately. Their campaign for Kayak is smart, simple—and just the right amount of wrong. Play ### Your main strength as a creative person. - Bill: As a writer, I do a lot of reading. As in, reading the room. People-watching is my thing. Airports, jury duty, food courts, ballgames. Which leads to a lot of observational humor, which leads to telling emotionally-resonant stories based on human behavior. It’s stuff we can laugh at because we know it’s true. - Todd: The ability to solve specific problems (often in very restrained boxes) in fresh, relatable ways. Thinking outside the box is easy. Throwing random stuff on the wall and not really caring if it sticks is easy. Bringing creative solutions, not just creative ideas, is what wins the day. That’s why we decided to start [Poke the Bear](https://pokethebear.agency/). To bring more of that kind of thinking to our clients. ### Your biggest weakness. - Bill: Attention span. Undiagnosed, but man, locking in on one thing at a time is a big, um, challenge for me. - Todd: I’m a pessimist, so I have a hard time celebrating the wins at first. I over-plan for the worst case scenario, but if that doesn’t happen, great, that’s when I get to fully celebrate. A little. ### A mentor who helped you navigate the industry. - Bill: [Jim Mountjoy](https://thecreativeprocessintegrated.wordpress.com/home/the-creative-process-according-the-the-professionals/the-big-idea/jim-mountjoy-loeffler-ketchum-mountjoy/), my first boss at Loeffler Ketchum Mountjoy. He taught me that you don’t have to be a big a-hole to be a big shot. And [Stan Richards](https://en.wikipedia.org/wiki/The_Richards_Group) drilled into me a ton of invaluable habits. One of the main ones: presentation is everything. He made me rehearse all the time. I hated it. But there’s no substitute for really knowing your stuff. - Todd: [Dennis Walker](https://www.luerzersarchive.com/profiles/all/dennis-walker/?srsltid=AfmBOori6rJJuCGY-YP2AgBX_bhjKwm_uEd56Dgje7BB8vOGQH-fODGJ). My first creative director. A great mentor and friend and inspiration regarding all things [kerning](https://en.wikipedia.org/wiki/Kerning) and leading. ### What you’d be doing if you weren’t in advertising. - Todd: I’d be the guy in the background of ’90s hip-hop who just yells one word throughout the song. - Bill: [Sports color commentator](https://en.wikipedia.org/wiki/Color_commentator). I’m already better than 90 percent of these bozos. RIP[ John Madden](https://en.wikipedia.org/wiki/John_Madden). [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:amy.corr@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Advertising **Tags:** Poke the Bear **Sections:** Community Voices --- ### [Motormouth Vehicle Talks Up Month-to-Month Flexcar Leases](https://musebyclios.com/advertising/motormouth-vehicle-talks-up-month-to-month-car-leases/) **Published:** November 29, 2025 **Author:** David Gianatasio **Content:** Cars get so needy these days. And it’s worse if they can talk. For example, the verbose vehicle in the :30 below makes more demands than a clingy significant other. *“Flush my coolant. Pay my rising insurance. My check-engine light’s on. Buy me new tires.”* Flexcar positions itself as the alternative, offering deals on a monthly basis with insurance, maintenance and roadside assistance. “We wanted a way to dramatize what a little monster your car can be when you own it the old way. Always demanding things, as it becomes less and less awesome by the day,” says Mitch Bennett, co-founder and CD of Guesthouse, which developed the campaign. With that in mind, “We wrote the car to be like KITT from Knight Rider—if KITT were a whiny arrogant house cat voiced by Hannibal Lecter,” he says. As for the tone, “There’s something so sad it’s funny about the instant buyer’s remorse and the way you’re married to a car that will never love you back the way you loved it at first. Our actor Chris brought such a fun energy into the performance. He amplified the collective pain of traditional car ownership. It’s also always funny to see a grown man cry.” That would be [Chris Jeffreys](https://www.instagram.com/hollywoodfizz/?hl=en), who kills it across a series of clips. Play Tagged “You Drive Everything,” the work breaks this week with TV, social and OOH in the mix. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Flexcar, Guesthouse **Sections:** Trending --- ### [There's No Justification for Driving When You're High, PSA Says](https://musebyclios.com/health/theres-no-justification-for-driving-when-youre-high-psa-says/) **Published:** December 1, 2025 **Author:** David Gianatasio **Content:** Watching the :60 below, you just know things won’t end well. Some young dude brags that his driving improves when he smokes weed. “I’m more careful,” he says. “More chill. More relaxed. It just helps me focus…” That’s when grim reality hits him head-on. A minute later, the guy’s focused for real. But he doesn’t like what he sees. It will haunt him for the rest of his life. “Too many young men think marijuana doesn’t affect their driving ability or even makes them safer drivers,” Jonathan Morrison,” administrator at the National Highway Traffic Safety Administration. “That couldn’t be further from the truth. Marijuana slows down a driver’s reaction time and impairs their coordination and judgement. This new PSA reminds motorists that driving high puts us all at risk and can have deadly consequences.” The work from the Ad Council, Standard Practice and Spark & Riot will run through the holiday season via TV, digital, print and OOH. ([Here’s a recent take ](https://musebyclios.com/health/drivers-licenses-go-up-in-smoke-in-road-safety-campaign/)on drug-impaired driving from Denmark that employs a different creative style to deliver an equally potent message.) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Health and Wellness **Tags:** Ad Council **Sections:** Lifestyle --- ### [KFC Patrons Act Out Their Anime Fantasies](https://musebyclios.com/advertising/kfc-patrons-act-out-their-anime-fantasies/) **Published:** December 4, 2025 **Author:** David Gianatasio **Content:** The next time you’re waiting in line at KFC or idling at the drive-thru, try carrying on like a maniac with strange body gestures and freaky war cries. The crew members love that. At least, they might roll with it if they’re fans of Japanese anime staple [Dragon Ball Z](https://en.wikipedia.org/wiki/Dragon_Ball_Z) (but more likely just roll their eyes). The long-running property just joined with the fast-feeder for a limited-edition menu and packaging inspired by the series. PS21 pumps up the volume in the silly spot below. Agency creative directors Alfonso Moreno and Rubén Caja helped develop the noisy nod to nostalgia. It should prove instantly familiar to millions across the globe who grew up mimicking Dragon Ball characters, they say. Put another way, after trying the menu items with Japanese flavors, “the only possible reaction is to raise your ki to the max and shout ‘THIS IS INSAAAANE!’ as if you just turned into a Super Saiyan,” adds Javier Dasí, activation lead at KFC Spain & Portugal. (They used all caps in the canned quote. Dude means business.) The campaign rolls out this week across TV, cinema, digital and in-store platforms. Markets include Portugal, Germany, Italy, Poland, Hungary, Belgium, Austria and Slovakia. ![](https://cdn.musebyclios.com/wp-content/uploads/2025/12/04085408/KFC-2.jpg) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** KFC, PS21 **Sections:** Entertainment, Trending --- ### [What's New in This Year's 'Spotify Wrapped'? More Personalization!](https://musebyclios.com/music/whats-new-in-this-years-spotify-wrapped-more-personalization/) **Published:** December 3, 2025 **Author:** Amy Corr **Content:** Spotify’s annual “Wrapped” juggernaut launched today. Along with its much-anticipated global top-of-year lists for artists and songs, we got a tweaked user experience along with a global video, OOH and social media campaign. There’s close to a dozen new options to deep-dive your listening trends. On a global stage, and for the fourth time, Bad Bunny ranked as Spotify’s global top artist. Play “Die With a Smile” from Lady Gaga and Bruno Mars was the top global track of 2025 with more than 1.7 billion streams. ![](https://cdn.musebyclios.com/wp-content/uploads/2025/12/03095244/SpotifyBadBunny-1024x576.jpg)This year, the brand added audiobooks and podcasters to the personalized user experience, including top audiobook, genre and podcaster to the mix. There’s also a new “Listening Age” section, which compares your tastes to others in your age group. There’s also a “Listening Archive” AI-powered feature that offers users up to five reports based on their daily music choices. ![](https://cdn.musebyclios.com/wp-content/uploads/2025/12/03095249/SpotifyTop10.jpg)![](https://cdn.musebyclios.com/wp-content/uploads/2025/12/03095248/SpotifySabrina-1024x576.jpg)Stateside, Spotify’s Top U.S. Artists are: - Taylor Swift - Drake - Morgan Wallen - Kendrick Lamar - Bad Bunny - The Weeknd - SZA - Zach Bryan - Tyler, The Creator - Kanye West Play For “Wrapped” in the U.K., the brand launched a 2:45 video with cameos from top U.K. artists Central Cee, JADE, Lola Young, Olivia Dean, Ed Sheeran, Nemzzz, PinkPantheress, Sammy Virji, Sasha Keable, Skye Newman, Kingfishr and Lewis Capaldi. Play ![](https://cdn.musebyclios.com/wp-content/uploads/2025/12/03095246/SpotifyLogo-1024x576.jpg) ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Music, Year in Review **Tags:** Spotify **Sections:** Entertainment, Trending --- ### [How NextUp Changed Meritxell Ruiz's Creative Brain Chemistry](https://musebyclios.com/health/how-nextup-changed-meritxell-ruizs-creative-brain-chemistry/) **Published:** December 5, 2025 **Author:** Shahnaz Mahmud **Content:** “What I loved most was the openness. People carried their hearts on their sleeves, they were willing to listen, re-evaluate, change their minds. And that is not something you see often in a room full of grown-ups,” says [Meritxell Ruiz](https://d14fqk04.na1.hs-sales-engage.com/Ctc/V+23284/d14fQK04/JkM2-6qcW6N1vHY6lZ3mvW2-fqrd34DDwQW1-sQ3S8pVrgSW3vyQHY14MPqmW5t9y1L7rLpnQW6wHVhz4bPGNfN2QmL6XNR4rrW1YVrYl2w5WHxW8xrb3S32FQ37W8hgmK58g4pGrW2kT1Fh4gMkGDW1R3FVd4hFCBSW3PWTyq6lszXSW8hmkkz3TG4S-W8JZCCF14Ltf4W8vvVBm6sQL5tN6MBC8NXJPb4W4mx1BK99kVbrW4jYyX_4ym6CZW6zzPhr8sPk8TW58Ml663SRfwqW4Kyw4j525h_9W4yq4zC2fVcwZf2LnWh604), an associate creative director at McKinney, who served as a [Clio Health NextUp juror](https://d14fqk04.na1.hs-sales-engage.com/Ctc/V+23284/d14fQK04/Jl22-6qcW7lCdLW6lZ3ptW2HwkK25fPlRJW85lvGW4FlDLkW5rm-Hj609nZ8W30jQ2W7czMYpW3ww9f93HQrl-W7Z9zzm3LPbKLW39LJpY5GwM4lW1JpSGY51PPwgW4-2JKw8Kr2MnW6453lF5zjRH9W5p4Fvx8qYb8lW9hrDdZ8R2JmxW4xLlhC6ttRgpW2HFgss3bP_5-W2KvL3k5Rdg3fW8VFK954N2dkYW7SgXbW6Km9xwW6M5s8j7sxfvfVjDvLg3nhsvWW63TwRW8h5-QnW2SHBb36L2RrqN2LHgXShlhdJMVkBmXrXlZ-W60_vPK2TvH9df5vD8nj04). As we continue our efforts in nurturing future talent, NextUp is Clio Health’s jury of emerging creatives who review and award the student entries in each year’s Clio Health program. Associate creative directors and CDs are invited to participate. The experience also includes master classes and networking opportunities with award-winning mentors across the health advertising category. The jury is curated through industry research and nominations. If you wish to put someone forth for the jury, please refer to this [nomination form](https://docs.google.com/forms/d/e/1FAIpQLSdJE1moPfbkvbc-XuQUhII5NIoyS8pjvxF4dBlRdk6SGhuIgQ/viewform). Muse chatted with Meritxell on her overall juror experience, some wisdom imparted by the mentors on hand, and when you get right down to it, how everything is health. ### Muse: What was it like being a part of the NextUp jury room for the first time? Meritxell Ruiz: Big, fun, but with real responsibility. It was my first jury room ever, and I was the youngest person there. Young, female, outspoken … it ended up being a great experience. The room was stacked with talented people from all over the world. Super diverse, which made it feel exciting and fair. The vibe was a mix of hype and caution, you felt like you belonged because it’s similar to a portfolio review, except you’re actually giving out awards, not just compliments. It was challenging but really rewarding—and kept you close to the work. I liked the low-key “best of both worlds” vibe. The selection process reminded me that there are many good ideas waiting to happen. The biggest surprise? The respect in the room. Everyone listened. Every opinion got heard and taken seriously. That made the whole process feel supportive and engaging. ### How did the mentorship or guidance you received from more senior jurors shape your experience? This was crucial for me. We kicked off with an actual training session where Emily \[Emily Seal, executive director at Clio Health\] and Francesca \[Francesca Saracino, manager at Clio Health\] walked us through everything. There was no “sink or swim” vibe. All the tools to set you up for success were given to us, and everybody understood that we weren’t in the room on a because-I-know-everything basis, but because we were willing to learn as much as possible. We met with the mentors early on, who were on hand to help us navigate the process, but by no means were they there to influence our opinion. Some of the mentors gave us incredible tips. [June Laffey](https://www.linkedin.com/in/junelaffey/?originalSubdomain=au), a great mentor and coach, holds a special place in my heart. She shared her most valuable jury tip: “The 3 Hs (head, heart and hand).” I have carried that with me in every other jury room I’ve been in. One moment that stuck with me was when [Franklin Williams](https://www.linkedin.com/in/franklingwilliams/) asked: “What does it mean, as a juror, to award (or not award) this piece of work?” It reframed everything. It wasn’t just “Do I like it?” It was “What are we saying by choosing this?” What I loved most was the openness. People carried their hearts on their sleeves, they were willing to listen, re-evaluate, change their minds. And that is not something you see often in a room full of grown-ups. ### In what ways did participating in NextUp help you grow – either personally, professionally, or creatively? Creatively it changed my brain chemistry. Personally, it was fulfilling and exhilarating. I spent weeks thinking about how it made me feel, what my fellow jurors noticed, and the little moments that stuck. I still keep up with a few of them and it’s been great watching them step into other jury rooms; shoutout to my girl Priscila, who’s crushing it. Professionally, it didn’t change my title—I don’t think a jury invite suddenly makes people see you differently—but it definitely changed how I judge creative work. I’m more thoughtful about standards, context, and what we’re actually rewarding. It made me even more grateful for the awards I had received throughout my career. For the first time ever I really saw how good your work has to be for a diverse group of people to align on it. That bar is high, and it should be. ### Why do you think programs like this are important for the next generation of creative leaders? The NextUp program not only gives you a seat in a jury room but it also helps you define who you want to be as a juror. After NextUp, my lens got wider: I became a better creative with a broader, more thoughtful perspective. I’ve been in other jury rooms where people spoke out of turn, called others “crazy,” or reacted viscerally to someone’s opinion—and I can’t help thinking that if they’d gone through NextUp, the boundaries and the way they communicated would’ve been different. I also believe most of us are figuring things out as we go. My boss Omid said in an interview “Nobody knows what the f\*ck they’re doing.” That’s exactly why programs like this matter: they create a space where you’re invited to listen, learn, observe, and then speak. Yes, share your opinion, but always do it with love and respect. That’s something our industry urgently needs to learn. ### How do you see programs like NextUp influencing the future of creative leadership in our industry? Most people don’t really understand Health. They might understand Pharma, but Pharma isn’t Health. As Emily always says, anything could be health. Everything is health. Life is health. Teaching women in isolated communities about abortion? Health. Educating men to manage their anger issues and end domestic violence? Health. Pushing for greener ways to get around the city? Health. These ideas directly impact society, they make us healthier. And that’s the biggest lesson I took from NextUp, something that will forever shape how I see the work, and sometimes, how I judge it. It’s never easy to judge an idea, sometimes it involves listening to your instincts, and to me an idea is only good if the room where it was conceived was diverse, because that means that it was judged, questioned and analyzed from every POV. That’s exactly what happens on a diverse jury. If, like in most agencies. the room is filled with only white straight men, then the ideas will be … pretty cancellable (wink to the diapers idea). That’s just bad leadership. ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** Clio Awards, Health and Wellness **Tags:** McKinney, NextUp **Sections:** Lifestyle, The Clios --- ### [Atop Our 5 Ads of the Week, Apple Calls the Tune](https://musebyclios.com/advertising/here-are-your-5-ads-of-the-week-and-apple-calls-the-tune/) **Published:** December 4, 2025 **Author:** David Gianatasio **Content:** **[Week’ Best: Accessibility Takes Center Stage in Apple’s Campus Musical](https://musebyclios.com/advertising/accessibility-is-on-display-in-apples-campus-musical/)**“I’ve got a life. I’ve got a name. And I need stuff. And you need stuff. And all our stuff is not the same. I’m only remarkable because everybody is.” Apple Marcom and Somesuch director Kim Gehrig bring the house down. Encore! Play **And in no particular order…** **[Patreon’s Profane Wiseguy Santa Kicks Tail](https://musebyclios.com/advertising/patreons-profane-wiseguy-santa-kicks-tail-for-xmas/)**Stavros Halikas plays Santa as a mafioso in one of the year’s best holiday ads. “It ain’t all hot cocoa and cucking dad under the mistletoe. We got new distributors telling people to buy their own gifts. And some bald sugar plumb with a website thinks he can squeeze my cookies.” **[UPS Store Asks: Can You ‘Verify You Are Human’ for the Holidays?](https://musebyclios.com/advertising/ups-asks-can-you-verify-you-are-a-human-for-the-holidays/)**Director Gia Coppola CAPTCHAs the spirit of the season in a quiet, contemplative spot that works equally well as a meditation on what it means to be human in our AI-driven age. From Doner. **[7 Directors Blend Their Styles for Clash Royale’s 8-Minute Fight Film](https://musebyclios.com/gaming/7-directors-made-clash-royales-8-minute-fight-film-blending-their-unique-styles/)**Heavy metal. Stop-motion. ’80s Live action. Dark fantasy. Retro-toy commercial tropes. They’re all in this rollicking, over-the-top spot. Plus a food fight, natch. A tour de force from Uncommon Stockholm. Play **[Spotify ‘Wrapped’ Boasts More Personalization—and Loads of Stars](https://musebyclios.com/music/whats-new-in-this-years-spotify-wrapped-more-personalization/)**The iconic EOY lists return with the requisite splashy ads. Big Bunny romped as the top global artist. An annual take on the state of pop culture—as layered and celebratory as ever. Play ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Apple, Clash Royale, Holidays, patreon, Spotify, UPS Store **Sections:** Entertainment, Trending --- ### [Omnicom Ushers In a New Era for Brands and Talent](https://musebyclios.com/musings/omnicom-ushers-in-a-new-era-for-brands-and-talent/) **Published:** December 5, 2025 **Author:** David Gianatasio **Content:** The fall-out from the Omnicom/IPG merger this week sent shockwaves across all corners of the industry. My LinkedIn feeds and WhatsApp chats have been filled with questions on our industry’s future and how we can all support those who were affected by layoffs, especially during the holiday season. This is a reminder of how often our industry runs on default settings. For years, brands and talent have relied on familiar choices because they felt safe. And for some, safety is paramount. But if 2025 taught us anything, it’s that the landscape is changing fast. What made sense even a year ago looks different today—and this merger is a prompt to ask whether our old instincts still serve us. **For Brands: Break out of the familiar playbook** If there’s a single message for brands right now, it’s this: Take a hard look at the partners you want to engage moving forward. Many marketers have a built-in “speed dial” of holding-company agencies they’ve used for years. And holding companies come with scale and brand consistency. But the merger is a good moment to question whether those checkboxes were built for a different era—one with longer timelines, less cultural volatility and fewer alternatives. This is where independent agencies can play a meaningful role. They aren’t bound to legacy systems or a single house style, but build teams around the work rather than forcing the work into a preset structure. They tap unexpected collaborators and create cultures that reward experimentation instead of repetition. If you’re looking for new thinking, new energy, and a model that isn’t rinse-and-repeat, this is the time to give indies space on your roster. **Practical tips for brands:** - Reevaluate your partner mix. Look at who is truly evolving with you vs. who is relying on what worked ten years ago. - Add independent partners. Use them for briefs that need speed, originality, or a different way of working. - Ask better questions. How will your partners maintain clarity, creativity and focus while the industry consolidates around them? **For Talent: a Hard Moment Can Become a Clarifying Moment** On the talent side, there’s no way to sugarcoat it. Being caught in a consolidation or layoff is painful. I’ve been through it, and it was one of the toughest moments of my career. There’s a real period of grieving—not just for the job, but for the work you put in and the friendships you made along the way. But there’s also a quiet silver lining. These moments force you to step back and take stock of what you want your next chapter to look like. They push you to reexamine what you value, what kind of work gives you energy and what environments let you shape great ideas. **Practical guidance for talent:** - Give yourself the space to reset. Feel all of the emotions and lean into your network. It’s all part of the process. - Use the pause as a clarity check. What kind of work do you want to make? What kind of people do you want around you? - Look for places where you can have real influence. Independent environments often give talent more ownership, more creative say and more room to grow. **Breaking the default on both sides** Whether you’re a brand leader or part of the advertising talent crew, this merger exposes how easy it is to develop habits that no longer serve you. I’ve worked inside both large networks and small independents. And I’ve seen how those habits shape decisions more than we admit. If there’s an opportunity hiding in all of this, it’s that we can make 2026 a year driven by intention instead of inertia. Brands can choose partners because they’re right for the work, not because they’re the familiar choice. Talent can choose environments that support their craft, not just their résumé. The default setting has carried our industry a long time. But this moment is telling us it’s time to break it and build something better. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings **Tags:** IPG, Omnicom **Sections:** Community Voices --- ### [Beckham, Messi, Steve Carell and More Prep for FIFA World Cup ](https://musebyclios.com/sports/beckham-messi-steve-carell-and-more-prep-for-fifa-world-cup/) **Published:** December 4, 2025 **Author:** Amy Corr **Content:** Lay’s tapped soccer legends Alexia Putellas, Lionel Messi, David Beckham and Thierry Henry for a campaign leading up to the [FIFA World Cup](https://musebyclios.com/sports/world-cup-brand-playbook-its-all-about-the-fandom/). The squad is on a video call discussing where to watch a game. Henry wants Beckham to host, but Dave’s hesitant. Thierry then pulls names from a bowl and, to no one’s surprise, Beckham is chosen to host. He had no other option as his name was on every slip of paper! In the end, Steve Carell joins the call and wants a party invite. As long as everyone brings Lay’s, Beckham is good. Play “From at-home watch parties to the electrifying energy of stadiums, Lay’s is proud to add flavor and community to the moments of togetherness that are such an important part of the FIFA World Cup,” says Jane Wakely, the brand’s chief consumer and marketing and chief growth officer. “As Lay’s enters a new era, we’re bringing [‘No Lay’s, No Game’](https://musebyclios.com/advertising/lays-chip-cam-stunt-puts-2-lucky-fans-in-stands-with-beckham-and-henry/) to the FIFA World Cup 26, and teaming up with some of the world’s most beloved stars, reminding fans everywhere that no football-watching experience is complete without a pack of Lay’s by their side.” *(The biggest night in sports marketing is almost here. Celebrate this year’s creative champions at the [2025 Clio Sports Awards](https://clios.com/event/2025-clio-sports-awards-show/?__hstc=250505945.1e38bdbd4ed6957cfd0d1a8b392afcba.1758228240906.1764937392516.1764937609091.916&__hssc=250505945.6.1764937609091&__hsfp=1819039200), hosted by ESPN’s Katie Feeney. Tickets available now.)* ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Sports **Tags:** Lay's **Sections:** Entertainment, Trending --- ### [As Omnicom and IPG Combine, the Definition of Creativity Evolves](https://musebyclios.com/musings/as-omnicom-and-ipg-combine-the-definition-of-creativity-evolves/) **Published:** December 5, 2025 **Author:** David Gianatasio **Content:** The recent consolidation of major legacy networks within the newly combined Omnicom/IPG structure is more than a merger. It signals a reckoning that has been in the works for years. One that some have denied and others have ignored. But one that is now being felt by everyone. Too often, holding companies are focused on history, rather than striving to evolve for the future. Simply put, big agency groups are struggling to keep up with what businesses and brands need right now. So, what does a modern-day creative partner require to be relevant in 2025? **Creative relevance means far more than advertising** The global media and marketing giant has deliberately consolidated around “Omnicom Advertising.” That speaks volumes. While the merger has prioritized fewer, more defined agency networks, creative relevance is increasingly tied to fluency and fluidity across a broader landscape. Adaptability, cultural responsiveness and understanding increasingly rapid changes in technology are key. Brands now operate in a world where cultural moments emerge and fade in hours, where platforms rewrite behavioral norms faster than ever—and where AI is reshaping production, ideation, personalization and distribution. Creativity must feel alive and integrated. It must be able to flex across channels. This requires more than a refreshed positioning. It demands a mindset shift, expanded capabilities and new ways of working. **Creative relevance thrives in hybrid, independent-minded environments** A modern model has become increasingly intriguing for brands and talent. One that blends the craft and strategic rigor of traditional creativity with the agility and interdisciplinary depth of digital-native companies. This approach expands the definition of “creative” to include design, experiential thinking and social expertise. It combines these elements under one roof with technology, data, content, media and AI. Such newer models operate like a connected ecosystem. They are flexible enough to support global brand transformation and fast enough to activate time-sensitive content. And they’re also tech savvy enough to build digital products, services and commerce solutions. Modern-day creativity demands this set-up because that’s how brands themselves operate. **Creative relevance sits at the intersections** Ironically, given that the DDB agency brand has been retired, [Bill Bernbach](https://en.wikipedia.org/wiki/William_Bernbach) gave us one of the most famous creative intersections: Art & Copy. His thinking created a revolution back in the ’60s. For today’s world, intersection is much more complex. Clients are not only seeking breakthrough brand platforms, but they’re also asking for partners that can seamlessly traverse all aspects of a complex ecosystem. They need partners that can deliver AI-driven personalization and brand storytelling—seemingly everywhere—while using data responsibly. This requires creativity that understands technology—and technology that supercharges creativity. **This isn’t a merger moment. It’s a creative reboot** The consolidation within holding companies should be seen as part of a broader industry transition. The era of large, multi-network portfolios with duplicative capabilities is over. The next wave won’t be defined by size, consolidation or recreating the past. Instead, adaptability, an experimental mindset and a focus on the future will define it. Agencies must create work *and* build the infrastructure that sustains it. Players that can help brands win today will build the systems and momentum to win tomorrow. For many legacy networks, this transition will require deep reflection and reinvention. For agencies already built around a modern approach, it presents a moment to lead. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings **Tags:** IPG, Omnicom **Sections:** Community Voices --- ### [How BodyByMark Built a Massive Social Following by Asking People About Their Workout Routines](https://musebyclios.com/sports/how-bodybymark-built-a-massive-social-following-by-asking-people-about-their-workout-routines/) **Published:** December 3, 2025 **Author:** Christine Champagne **Content:** As a fitness trainer with more than 20 years of experience, Mark Langowski is well aware of what his clients do to stay fit. But he has always been curious about how other jacked people get in such good shape. So, a couple of years ago, he began asking the physically fit for their workout tips and tricks when he spotted them on the streets of NYC. He filmed the resulting conversations and posted them on social. As it turns out, lots of people are interested in free advice on gym routines and protein powders. Today, Langowski’s BodyByMark [Instagram account](https://www.instagram.com/bodybymark/?hl=en "Instagram account") has 1.7 million followers, while his [TikTok account](https://www.tiktok.com/@bodybymark?lang=en "TikTok account") has amassed an audience of over 600,000. “I didn’t start doing these interviews with the mindset that I wanted to gain millions of followers and go viral,” says Langowski, who runs an in-home [wellness company](https://www.bodybymark.com/ "wellness company") with clients from coast to coast. He also designs, builds and operates fitness centers in offices and residences throughout New York. “I thought it would make for an interesting video concept, and then I just kept doing it.” > [@bodybymark](https://www.tiktok.com/@bodybymark?refer=embed "@bodybymark")Asking jacked cop 👮🏻‍♂️ what he does for his workouts. [\#nyc](https://www.tiktok.com/tag/nyc?refer=embed "nyc") [\#police](https://www.tiktok.com/tag/police?refer=embed "police") [\#fittok](https://www.tiktok.com/tag/fittok?refer=embed "fittok") [\#foryou](https://www.tiktok.com/tag/foryou?refer=embed "foryou") [\#workout](https://www.tiktok.com/tag/workout?refer=embed "workout") [\#nypd](https://www.tiktok.com/tag/nypd?refer=embed "nypd") > > [♬ original sound – BodyByMark](https://www.tiktok.com/music/original-sound-7423538298112461611?refer=embed "♬ original sound - BodyByMark") Here, Langowski, who also does interviews in Los Angeles, Miami and elsewhere, talks about why he doesn’t actually appear on camera and what viewers learn from his interviews. He also shares his dream brand collab. **MUSE: Did it take some time for you to get good at talking to people, or is that a skill you had already developed as a fitness trainer?** I am a shy introvert, actually. And if you were to go back and see my first video, I am so nervous that I’m holding the camera basically pointed at their waist, and my voice is cracking. What makes my videos different is that I simply approach the person with the camera rolling and don’t ask for their permission before recording. I want to capture their true reaction when I tell them they are fit. Sometimes that goes well, and sometimes it doesn’t. But that’s my style and I’m sticking to it. > [@bodybymark](https://www.tiktok.com/@bodybymark?refer=embed "@bodybymark")Asking moms how they stay so fit. [\#fitmom](https://www.tiktok.com/tag/fitmom?refer=embed "fitmom") [\#yoga](https://www.tiktok.com/tag/yoga?refer=embed "yoga") [\#workout](https://www.tiktok.com/tag/workout?refer=embed "workout") [\#miami](https://www.tiktok.com/tag/miami?refer=embed "miami") [\#fyp](https://www.tiktok.com/tag/fyp?refer=embed "fyp") > > [♬ original sound – BodyByMark](https://www.tiktok.com/music/original-sound-7576821313793198903?refer=embed "♬ original sound - BodyByMark") **Why do you stay off camera?** The first reason is that I am interested in what others do—I can create a new star every day. I was sick of how social media had turned into one giant “look at me! look at me!” in the fitness industry. And it felt narcissistic to constantly be posting photos of my abs or my workouts. And the reality is that people get sick of seeing the same person over and over. The nice thing about my page is that you’re seeing someone new every time. Also, it’s nice that people don’t know what I look like, so I can approach them without them knowing it’s me. This gets their true reaction. The other nice thing is that I can walk around in complete anonymity if I want to. Or, I can wear a BodyByMark shirt, and some people will stop me and ask if I’m him. So, it’s nice to be able to turn that on and off. **Even though we don’t see you, you give off good vibes.** It has always been my intention to bring out the best in people and never critique what they do or make fun of them. Even though the comments can get pretty nasty on social media, I feel like my page is one of the more positive pages online. **What do you want viewers to get out of your interviews?** I want viewers to realize that there is no single best path to achieving fitness goals. There is no one size fits all, and people can relate to the different body types that I feature and can try applying some of the things they learn. > [View this post on Instagram](https://www.instagram.com/reel/DPB6Fm-EVCn/?utm_source=ig_embed&utm_campaign=loading)[A post shared by ʙᴏᴅʏ ʙʏ ᴍᴀʀᴋ™ (@bodybymark)](https://www.instagram.com/reel/DPB6Fm-EVCn/?utm_source=ig_embed&utm_campaign=loading) **Tell me about someone you interviewed recently who inspired or impressed you.** I recently interviewed an Amazon driver who went viral, and I was surprised by a number of things. Not only his personality, but more so that he had never seen my page, so I knew he wasn’t acting for the camera. Those are always the best—the ones that are being their true selves. **Have you worked with brands? And do you have any dream brand collaborations?** During my first year of doing the videos, which was only two years ago, I turned down about 300 ads and collaborations because I didn’t want to be known as another influencer who takes any money that is thrown their way. I turned down a lot of money. But it paid off once I finally started doing ads and collaborations because it improved my overall value. I only do ads with brands that I truly stand behind. I would like to do an ad with Nike. So, if you’re reading this, Nike, send me a DM. Regarding collaborations with celebrities or athletes, I genuinely prefer running into everyday people. I turned down about 5 to 10 celebrity requests per week that just simply want PR. **What sets you apart from other fitness creators and influencers?** My page is not about me. It is about others, and most influencers can’t set their ego aside to turn the camera on someone else. I feel that this is what will give my brand staying power over the next few decades. Even some of my favorite people that I follow online—I get sick of them after I’ve seen the 30th post of them flexing or posing on their yacht. I always preferred the variety box of cereal, and I feel that my page gives people a new bowl of cereal every time they watch. **Where does your brand go from here?** Even though I love doing the interviews, I am really focused now on building my fitness operations division of my company and scaling that to eventually be managing hundreds of large office building and condo building fitness centers that are branded BodyByMark. It allows me to take my 20 plus years of experience in the fitness industry \[and combine that\] with my passion for design and meticulous operational skill. I want to also continue doing the interviews and expand into podcast interviews with experts in the field and other interesting people. *(The biggest night in sports marketing is almost here. Celebrate this year’s creative champions at the [2025 Clio Sports Awards](https://clios.com/event/2025-clio-sports-awards-show/?__hstc=250505945.1e38bdbd4ed6957cfd0d1a8b392afcba.1758228240906.1764727323212.1764760886611.878&__hssc=250505945.9.1764760886611&__hsfp=1819039200), hosted by ESPN’s Katie Feeney. Tickets available now.)* ![author avatar](https://secure.gravatar.com/avatar/bca57dd4723116a5018776272ebed389875689a3404acf351677240c4d746cec?s=300&d=mm&r=g) Christine Champagne [See Full Bio](https://musebyclios.com/author/christine-champagne/) [ ](https://musebyclios.com/author/christine-champagne/) **Categories:** Creators, Sports **Tags:** Body By Mark **Sections:** Lifestyle --- ### ['Bohemian Rhapsody' and Other Tracks to Rock Your World](https://musebyclios.com/music/bohemian-rhapsody-and-other-tracks-to-rock-your-world/) **Published:** December 5, 2025 **Author:** David Gianatasio **Content:** Welcome to the tenth installment of “Good Noise” from [The Elements Music](https://www.theelementsmusic.com/) and[ Clio Music](https://clios.com/music). In this series, we share new tracks on a collective playlist built by and for the tastemakers in our creative community, one song at a time. [Here’s the full playlist on Spotify.](https://open.spotify.com/playlist/0aRtzWqvu1ZCW6uVC19N6b) You can check out the four most recent picks below. ![](https://cdn.musebyclios.com/wp-content/uploads/2025/12/05064906/NOIZE-1-819x1024.jpg)**[KC Productions](https://www.kcproductions.video/)** [Kevin Courtney](https://www.linkedin.com/in/kevin-a-courtney-20b10256/), Director Artist + Song: [Bleachers – “How Dare You Want More”](https://open.spotify.com/track/4lKg94fHZZ3pozsNFTew2x?si=6ceca8a13d3c4a43&nd=1&dlsi=58944c652d1842a9) “Over the years, I’ve turned more friends onto Bleachers than any other band and I think it’s songs like ‘How Dare You Want More’ that bring people in. It’s high energy and just so much fun. It almost feels like an old Springsteen song. The break after the fourth chorus is such a fire up—the dueling sax and guitar crescendo always makes me want to jump around when it hits. I dare you to listen without bobbing your head.” Social Handle: [@kc.productions](https://www.instagram.com/kc.productions/) **[Mirimar](https://www.linkedin.com/company/mirimarus/)**[Chris Mead](https://www.linkedin.com/in/cwmead/), Creative Director Artist + Song: [Jackie Mittoo – “Earthquake”](https://open.spotify.com/track/5otdrZXybzchURnNoX93wB?si=063e33b2b22c44c1&nd=1&dlsi=e3e4c9a73018487d) “When my boys were younger, I was eager to find good (non-kid), clean, positive music we could listen to in the car or around the house. We listened to a lot of reggae, and I discovered piano prodigy Jackie Mittoo. I love how warm and playful his music is, which really comes through on this song. And it’s all wrapped up in memories of time together with my kiddos.” Social Handle: [@meadinamerica](https://www.instagram.com/meadinamerica/) **[Noble](https://linktr.ee/hernameisnoble?utm_source=ig&utm_medium=social&utm_content=link_in_bio&fbclid=PAZXh0bgNhZW0CMTEAc3J0YwZhcHBfaWQMMjU2MjgxMDQwNTU4AAGnHw8194T3WBGwD_DSAJYXSynzALY0hDoJCgnFHds7IyZP3tFdECIDRsSGJ-s_aem_HTJ0HjPdfrdy5E7WWwRI6Q)**, Singer/Songwriter Artist + Song: [Queen – “Bohemian Rhapsody”](https://open.spotify.com/track/3z8h0TU7ReDPLIbEnYhWZb?si=725a3a0c45f24220&nd=1&dlsi=ba75ac56fb3a4460) “‘Bohemian Rhapsody’ never fails to make me happy. I was never really into rock music. But ever since the movie came out, I’ve been completely hooked on Queen. Knowing their story makes their songs hit differently, it adds so much heart and meaning. It made me realize even more that music has soul. And when you know the story behind it, you can feel it even more.” Social Handle: [@hernameisnoble](https://www.instagram.com/hernameisnoble/?hl=en) **[Recognition Music Group](https://www.recognitionmusicgroup.com/)**[Kelli Slade](https://www.linkedin.com/in/kellislade/), VP Licensing Artist + Song: Self Esteem – [“I Do This All the Time”](https://open.spotify.com/track/2XIJnykS38qV29dEoEMBKl?si=7c0281027f064763&nd=1&dlsi=782448d7cdcb41e8) “My Dad always loved ‘Everybody’s Free (to Wear Sunscreen)’ by Baz Luhrmann. ‘I Do This All the Time’ feels like a millennial version of that: rousing, emotional, powerful. I was a little late to Self Esteem but the whole album Prioritise Pleasure was basically life-changing for me. The wisdom this song carries and along with its anthemic nature. I could listen to this every day and never get bored of it. I got a tattoo of the lyrics to remind me to take things in my stride, do things for me and that ultimately it doesn’t matter what other people think. Seeing this song live was a truly magical experience and I never pass up the opportunity to see her perform IRL.” Social Handle: [@kelli.slade](https://www.instagram.com/kelli.slade/) **[You can check out our previous “Good Noise” picks here.](https://musebyclios.com/tag/good-noise/)** ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Music **Tags:** Good Noise **Sections:** Community Voices, Entertainment --- ### [Who Wants Another Slice of Scamberry Pie?](https://musebyclios.com/advertising/who-wants-another-slice-of-scamberry-pie/) **Published:** December 2, 2025 **Author:** David Gianatasio **Content:** *Ingredients: Time pressure, flattery, “cant’t miss” investments and irreversible payments.* Sounds yummy! To raise awareness of online ripoffs—which spike this time of year—the Tech Against Scams Coalition (TASC) and Stereo Creative are serving pie. “Scamberry Pie,” to be exact. It’s a limited-edition cranberry tart with slices corresponding to different types of fraudster activity. “Scammers thrive on silence and often encourage victims not to discuss their relationships with friends and family,” says Yoel Roth, SVP of Match Group, one of TASC’s members companies (along with Coinbase, Cash App and Ripple). “The greatest threat to scammers is the community around a potential victim. This campaign meets people where they naturally gather this time of year and helps break the stigma around talking about scams, while building more informed and supportive communities that can spot red flags and protect their loved ones.” Folks can [order free Scamberry Pies](https://scamberrypie.com/) from select establishments. Each comes with informative booklets, posters and magnets. ![](https://cdn.musebyclios.com/wp-content/uploads/2025/12/02103049/FACTS.jpg) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Holidays, TASC **Sections:** Trending --- ### [Patreon's Profane Wiseguy Santa Kicks Tail for Xmas](https://musebyclios.com/advertising/patreons-profane-wiseguy-santa-kicks-tail-for-xmas/) **Published:** December 3, 2025 **Author:** David Gianatasio **Content:** He’s making a hit list. And checking it twice. Better watch out—he’s naughty, not nice. Santa’s a Tony Soprano wannabe in Patreon’s maliciously merry holiday spot. “I’ve always considered myself a jolly guy,” he begins. “But it aint all hot cocoa and cucking dad under the mistletoe. We got new distributors chiseling in on my turf, telling people to buy their own gifts. And some bald sugar plumb with a website thinks he can squeeze my cookies.” Dude wants to put out a contract on Patreon because toys and bicycles from his workshop are “proper gifts,” not subscriptions to online content. “These reindeer dongs got people horny for podcasts and video and whatever else. That ain’t what the holidays are about! All this digital community crap. It’s about crap, crap! Sh\*t with bows!” Kringle—played with sublimely suppressed rage by [Stavros Halikas](https://www.stavvy.biz/)—rants in funny, fearsome fashion for more than 2 minutes. His performance is a gift amid too many play-it-safe Xmas ads. Pity the increasingly anxious elf with the neck brace standing at attention nearby. “Do these pricks know who they’re dealing with?” Santa moans at one point. “I’m in a group chat with Baby Jesus and the Easter Bunny. I’m the miracle on thirty f\*ckin’ fourth street!” “If even one of you thinks about gifting Patreon this Christmas, coal in your stocking will be the least of your worries. Remember boys and girls: I know where you live.” It’s [Liquid Death-level](https://musebyclios.com/tag/liquid-death/) satire, as transgressive in its way as last year’s [smutty Santa](https://musebyclios.com/advertising/smell-like-santa-without-sleeping-with-him-fussy-says/) from Fussy. “Santa isn’t just a symbol of nostalgia, he’s also the mascot of peak consumerism,” Patreon SVP of marketing Mike McGarry tells Muse. “So, reframing him as a mob boss protecting his ‘turf’ lets us satirize exactly what people are pushing back against.” “The mafia parody gave us a way to take that tension all the way to its logical, absurd extreme,” he says. “Everyone instinctively understands the visual language—turf wars, loyalty, intimidation. So, the joke lands instantly.” “It also ties directly to what’s happening culturally. This is the first year I’m seeing brands brag about AI-made ads. We wanted to flip that and spotlight creators instead. They make the kind of ideas AI can’t touch—original, weird, deeply human—and they deserve to earn from that magic.” Breaking today online and directed by [Daniel Thrasher](https://en.wikipedia.org/wiki/Daniel_Thrasher), the push pleases by standing tradition on its head. It cannily casts Claus as a warrior for old-school gifting while promoting the webby ways with edgier humor than one might expect. It merits replays, my jabronis—ho! ho! ho! ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Holidays, patreon **Sections:** Entertainment, Trending --- ### [Ikea Canada Stages 'The 12 Days of Christmas' in Somebody's House](https://musebyclios.com/advertising/ikea-canada-stages-the-12-days-of-christmas-in-somebodys-house/) **Published:** November 12, 2025 **Author:** David Gianatasio **Content:** Leaping lords, milking maids and French hens make great Christmas presents, according to a certain carol. But when they show up in a modern dwelling, its owners soon wish they’d gifted with Ikea instead. We’re told that 15 animals, including six kinds of birds, appeared. And yes, handlers were on set to make sure the critters were treated with kindness. Some CGI was used for the geese and swans, which are notoriously ill tempered. “With a holiday ad, you want to stay true to the festive spirit without blending into a sea of sameness. So, we put a chaotic spin on a holiday classic,” says Geoff Baille, partner and GCD at Rethink, which crafted the campaign. “We had never worked with so many animals before, so this project was a new and exciting challenge,” he tells Muse. “Going into any shoot, you have a vision of how you want the final product to look. But when you’re working with six kinds of birds, you quickly learn that not everything can be perfectly controlled. We embraced chaos as part of the idea, so we let the birds and cows and goats improvise.” The “12 Days” song itself—a fresh version developed with Tyson Kuteyi at Grayson Music—”keeps the spot grounded amid the chaos,” Baille says. “The music mirrored the escalating mayhem on screen.” “So, we sped it up, layered instruments and let the whole thing unravel into the sound of an orchestra coming apart—all while we’re seeing the house fill up.” [J.J. Adler](https://www.jjadler.com/) directed the film, which launched today. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Ad of the Week, Advertising **Tags:** Holidays, Ikea, Rethink **Sections:** Trending --- ### [Accessibility Takes Center Stage in Apple's Rousing Campus Musical](https://musebyclios.com/advertising/accessibility-is-on-display-in-apples-campus-musical/) **Published:** December 2, 2025 **Author:** Amy Corr **Content:** Timed to the International Day of Persons with Disabilities on Dec. 3, Apple just launched a joyful video that takes place on a university campus. Set to “I’m Not Remarkable” by Kittyy & The Class, the film shows disabled students taking part in all aspects of the college experiences from frat parties and extracurricular activities to attending classes. Throughout, they use Apple accessibility features to enable and enhance their daily routines. Recent additions like Magnifier for Mac, Braille Access and Accessibility Reader are highlighted, along with mainstays like VoiceOver and AssistiveTouch. The students do not feel “remarkable.” Instead, they feel the term should be used to describe everyone. *“I’ve got a life. I’ve got a name. And I need stuff. And you need stuff. And all our stuff is not the same. I’m only remarkable because everybody is.”* Play The film, directed by Kim Gehrig, who previously directed Apple’s accessibility short [“The Greatest”](https://musebyclios.com/advertising/apples-new-accessibility-ad-is-pure-joy-to-watch/) in 2022. Apple Marcom created the video. **CREDITS** Agency: Apple Marcom Director: Kim Gehrig Production Company: Somesuch Post-Production Company: Parliament Editing: Trim (Tom Lindsay) Director of Photography: Edu Grau Music: “I’m Not Remarkable” by Kittyy & The Class ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Ad of the Week, Advertising **Tags:** Apple, Apple Marcom, Health, Music **Sections:** Trending --- ### [7 Directors Blend Their Unique Styles for Clash Royale's 8-Minute Fight Film](https://musebyclios.com/gaming/7-directors-made-clash-royales-8-minute-fight-film-blending-their-unique-styles/) **Published:** December 3, 2025 **Author:** Amy Corr **Content:** Forget the Energizer Bunny. This fight scene for Clash Royale keeps going and going and going. From Uncommon Stockholm, “Hero” is a never-ending fight scene with footage from seven different directors. Each production company had creative freedom on their own segment and no knowledge of what the other six were up to. They only knew the characters they needed to feature, how their scene should begin and a transition to connect to the next director’s scene. The end result boasts eight minutes of: - Heavy metal - Stop-motion - ’80s live-action - Dark fantasy - ’90s toy commercial tropes - A food fight. … and more! Play “This is a celebration of craft. No AI has been used, just creative minds collaborating under one very simple premise,” says Max Hultberg, agency ECD. “We wanted to create something the community would love, but also something that could introduce new players to Clash Royale.” The video intros a new troop form, Heroes, that are powered-up versions of four beloved cards. “This project is the result of deep trust between Clash Royale, Uncommon, and every production partner involved. Inviting seven directors to reinterpret our world in their own way felt like a risk, but it’s exactly the kind we’re willing to take,” adds Gabriel Caramelo, global marketing lead for Clash Royale. **CREDITS** Project Title – “Heroes” Client – Supercell Creative Studio – Uncommon Stockholm Psyop – Shotopop Riffraff – Mischa Rozema Blinkink – Nicos Livesey Squeeze – Matt Desjardins Business/Club – Vedran Rupic/Gustav Sundström Gizmo – Emmanuel Verruno Filmic Art – Alexander Söderholm ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Gaming **Tags:** Clash Royale, Uncommon Stockholm **Sections:** Entertainment, Trending --- ### [Whisker Introduces the Perfect Present for Your Favorite Cat: a Cardboard Box](https://musebyclios.com/advertising/whisker-intros-the-perfect-present-for-your-cat-a-cardboard-box/) **Published:** December 1, 2025 **Author:** David Gianatasio **Content:** Are you looking for an awesome gift to make Fluffy smile? The [Cardboard Box Pro](https://www.whisker.com/cardboard-box-pro) awaits! It’s fashioned from premium recycled pulped paper and features flaps that … flap. Your cat will love it. But is it worth the nearly $900 price tag? That depends on how desperately you need what’s inside: a [Whisker Litter-Robot 5](https://www.litter-robot.com/litter-robot-5.html?gad_source=1&gad_campaignid=12291082295&gbraid=0AAAAAD_gfQPJ6ZVuUgefbmJwrjsW1Yy1_&gclid=CjwKCAiAlrXJBhBAEiwA-5pgwnmfRrixDkadNp9VIzvNSfib_UkNEJWCibSOTx-Q1Sm8q4-E2cD4xxoC1PAQAvD_BwE). Which, if you’re not in the know, lets kitties relieve themselves without the stink and mess of a traditional litter box. “We wanted to take one of the oldest jokes in cat ownership—that they’ll choose the box over the gift—and let that insight drive the campaign strategy,” CMO Hew Loyd tells Muse. “The Cardboard Box Pro is our way of delivering a smile this holiday season while also enabling us to build something bigger. It’s playful, purposeful and very much who we are as a brand.” The initiative features a 12-day social giveaway offering one of the high-tech pet potties as a prize. And there are tie-ins with animal rescue orgs to help felines find forever homes. Alas, even if you shell out for the Pro, Simba will still scratch up the sofa. [Merry Boxmas!](https://www.whisker.com/cardboard-box-pro) ![](https://cdn.musebyclios.com/wp-content/uploads/2025/12/01130413/cat-box.jpeg) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Holidays, Whisker **Sections:** Trending --- ### [Hotel Tango, Swiss Miss Offer Cocoa-Flavored Whiskey](https://musebyclios.com/makers/hotel-tango-swiss-miss-offer-cocoa-flavored-whiskey/) **Published:** October 1, 2024 **Author:** Amy Corr **Content:** Hotel Tango Distillery, makers of small batch whiskey, teamed up with Conagra’s Swiss Miss to add some hot cocoa notes to a new offering: ‘Shmallow toasted marshmallow whiskey. It launches today with campaign and bottle packaging created by [Young & Laramore](https://musebyclios.com/tag/young-laramore/). ![](https://cdn.musebyclios.com/wp-content/uploads/2024/10/01151522/SwissMiss-hed-2024-1024x576.jpg)“[Hotel Tango](https://hoteltangodistillery.com/) was looking for an opportunity to generate more awareness for their brand by showcasing ’Shmallow,” says Bryan Judkins, principal and ECD at Young & Laramore. “We had a relationship with Conagra and knew their current marketing strategy was to lean into brand collaborations. Pairing the toasted marshmallow flavor of ‘Shamallow with the iconic Swiss Miss hot cocoa brand was a collaboration we knew needed to happen.” Get the fire pit ready for this nostalgic walk down memory lane! It’s the first time Swiss Miss has partnered with a liquor brand and Hotel Tango’s first foray at a flavored version of ‘Shmallow. Bottle packaging features a wintry scene with Swiss Miss and ‘Shmallow’s cat “Fletcher” sledding down a mountain. ![](https://cdn.musebyclios.com/wp-content/uploads/2024/10/01151634/SwissMiss4.jpg)“We needed to strike the right balance between the two brands, with Shmallow adopting an irreverent and direct tone, while Swiss Miss conveyed a timeless, imaginative, and approachable style,” Judkins tells Muse. “The contrast between the two tones created an intriguing pairing. Swiss Miss was able to adopt a more playful and adventurous approach.” OOH ads are equally playful: ![](https://cdn.musebyclios.com/wp-content/uploads/2024/10/01151859/SwissMisOOH1-1024x576.jpg)Activations will appear in Hotel Tango’s main markets, local Indianapolis influencers will promote the collaboration and [LP O’Brien](https://www.instagram.com/lpdrinksdc/?hl=en) will develop a Swiss Miss ‘Shmallow cocktail. “The team is focusing on adult spirit drinkers who are looking for an exclusive, one-of-a-kind product to see Hotel Tango and Swiss Miss as legitimate, cool brands by showcasing this limited run product collaboration,” says Judkins. ![](https://cdn.musebyclios.com/wp-content/uploads/2024/10/01151640/SwissMissOOH3-1024x576.jpg)![](https://cdn.musebyclios.com/wp-content/uploads/2024/10/01151638/SwissMissOOH2-1024x576.jpg) ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Advertising, Makers **Tags:** Hotel Tango, Swiss Miss, Young & Laramore **Sections:** Entertainment, Trending --- ### [UPS Store Asks: Can You 'Verify You Are Human?' for the Holidays](https://musebyclios.com/advertising/ups-asks-can-you-verify-you-are-a-human-for-the-holidays/) **Published:** December 1, 2025 **Author:** David Gianatasio **Content:** In the UPS Store advert below, a young man spends all day online, searching every nook and cranny of the web to find a gift for his mom. Just when it appears he’s finally made a selection, CAPTCHA challenges him to prove his humanity. After a few moments of thought, he takes the only logical course of action. It’s a deceptively simple tale, extremely well told, developed by Doner and directed by [Gia Coppola](https://musebyclios.com/behind-the-scenes/gia-coppola-directs-a-new-york-minute-microfilms-for-mejuri/). She’s shown a knack for effective visual storytelling that stirs emotions but doesn’t descend into cheap sentimentality. This spot serves as a prime example. It’s bang on brand yet gently subverts the almighty algo-sphere by stressing the human touch. “Nothing compares to receiving something that a loved one took the time to shop for and send,” says brand SVP of and sales marketing Michelle Van Slyke, “This branded short film is about inspiring Gen Z to embrace the joy of the holiday season through hand-selecting gifts from local businesses and shipping them with care.” Launching mainly in cinemas, the spot will also play on network and cable TV. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Doner, Holidays, UPS **Sections:** Trending --- ### [Why Creative Agencies Lost—and What They Must Do to Start Winning Again](https://musebyclios.com/musings/why-creative-agencies-lost-and-what-they-must-do-to-start-winning-again/) **Published:** December 2, 2025 **Author:** Amy Corr **Content:** The ad industry loves to debate creative vs. media. Which is more strategic? Which drives growth? Who sits closer to the CEO? But that misses the actual problem. Media agencies built businesses that scale. Creative agencies never did. Media shops organized around a simple machine: More client cash flowing through their pipes means more revenue. Fees. Volume incentives. Data leverage. Margin on margin. Their economics compound. A dollar placed becomes infrastructure for the next dollar. Creative agencies built the opposite. Every idea is a bespoke project. Every campaign starts from scratch. Deliver, invoice, repeat. There’s no compounding. No flywheel. Just craft sold by the hour. When media and creative split decades ago, creative lost access to the volume economics that kept them powerful. Media kept the machine. Creative kept the romance. But romance doesn’t pay for growth. **Creativity as a System** Media didn’t win because they’re smarter about brand building. They won because they built self-reinforcing systems: More spend → better data → stronger performance → more spend. Creative got stuck in a linear trap: Deliverable → approval → invoice → start over. That model might work for boutiques. It doesn’t work for businesses trying to compete with consulting firms, tech platforms and AI-native shops. Here’s what’s different now. Creativity has finally become infrastructure. Not metaphorically. Literally. AI lets you turn creative into systems. Ideas become logic. Campaigns become templates. Brand becomes code. A design system isn’t just a style guide anymore. It’s an engine that generates thousands of variations, optimizes itself and plugs directly into commerce, media and product. That’s not automation replacing creativity. It’s creativity becoming scalable for the first time. Think about what this unlocks: - Brand expression as an API, not a PDF. - Creative that adapts in real time to performance data. - Systems that learn and improve without starting from zero. - Ideas that live inside the platforms where business actually happens. This is the shift. Creative work can now compound the same way media spend does. **What Creative Agencies Need to Stop Doing** Creative agencies must stop selling deliverables and start building engines. That means: - Design systems and designing systems that function as creative operating systems. - AI-powered tools that let brands generate on-brand work at speed and at scale. - Workflows where creativity and optimization happen in the same loop. - Creative infrastructure that plugs into a client’s entire stack, not just their campaign calendar. The agencies that figure this out stop being vendors. They become the layer that makes everything else work. And that layer doesn’t get disintermediated. It gets more valuable as the system grows. Media thrived because it turned value into a machine. Creative struggled because it never built one. AI doesn’t automatically fix that problem. But it makes it fixable. Creativity can now be persistent, adaptive and systematic. It can be infrastructure instead of a deliverable. It can generate revenue that compounds, instead of resetting every quarter. The question isn’t whether creative matters. It’s whether creative agencies can finally build a business model that matches the value they claim to create. The ones that do will print money. The ones that don’t will keep moaning as media gets an even bigger seat at the table.​​​​​​​​​​​​​​​​ ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Musings **Tags:** AI **Sections:** Community Voices --- ### [McD's Golden Arches Morph Into Beams of Joy](https://musebyclios.com/worldviews/mcds-golden-arches-morph-into-beams-of-joy/) **Published:** December 1, 2025 **Author:** David Gianatasio **Content:** Here are some great global campaigns from recent weeks, picked by Muse sibling [Ads of the World](https://www.adsoftheworld.com/). ### McDonald’s, ‘Golden Arches’ Agency: TBWA\\Hunt\\Lascaris McDonald’s South Africa is celebrating its 30th anniversary with a [brand film](https://www.adsoftheworld.com/campaigns/golden-arches-director-s-cut) that reimagines the Golden Arches as magical beams of happiness. The spot transports everyday customers from mundane or frustrating moments into uplifting scenes of joy, capturing the brand’s longstanding promise to “Make Happy Happen.” Play ### Mathieu Grimard, ‘Please Don’t Skip’ Agency: Mathieu Grimard Québec-based commercial director Mathieu Grimard has released a bold personal project: a [satirical short film](https://www.adsoftheworld.com/campaigns/priere-de-ne-pas-skipper-please-don-t-skip) that resurrects Canadian advertising archetypes—including Yoghurt Mum, Submissive Insurance Husband, the Lottery Comedian—and forces them to confront their own clichés . Through humor and a knowing wink at the audience, Grimard uses these familiar characters to question the social dynamics advertising continually recycles. Play ### Toyota, Escape Vehicle Agency: Ogilvy, Greece This one centers on the [pivotal moment](https://www.adsoftheworld.com/campaigns/escape-vehicle) a woman leaves her abusive partner, slipping out just before dawn with her half-asleep baby and only her essentials. She escapes in a Ford. That unexpected choice is the point: For Toyota Hellas, it doesn’t matter what brand she drives, only that she finds safety. Play ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Worldviews **Tags:** McDonald's, Toyota **Sections:** Trending --- ### [Last Trip to the Upside Down: Tide, BK, McD's and More Bid Farewell to Stranger Things](https://musebyclios.com/film-tv/last-trip-to-the-upside-down-tide-bk-mcds-and-more-bid-farewell-to-stranger-things/) **Published:** December 2, 2025 **Author:** Amy Corr **Content:** Now that we’ve watched part one of the final season of Stranger Things over Thanksgiving, let’s check out some recent brand tie-ins with the final season of the beloved series. It won’t be around much longer, and brands are working hard to leverage the love fans feel for the groundbreaking show. ### Tide Karen Wheeler—who plays Nancy, Mike and Holly’s mom in Stranger Things—pens a love letter to Tide and its stain-fighting ability. Since her house is where all the kids gather when plotting to save Hawkins, her abode is full of smelly, stained clothing. But even the weirdest stains come clean with Tide. Cleaning is definitely her super power. From Gut and MSL. Play ### McDonald’s Brazil The fast feeder launched a special menu that sends a group of bike-riding, hungry friends straight to the Upside Down. At least their hunger is curbed! Fans can enjoy two sandwiches served on flipped buns: the Stranger Burger and Stranger Chicken sandwich. (Things get stranger and stranger!) Desserts include the Walkie Torta, Scoops Sundae and Code Red McColosso. GALERIA.ag created the campaign. ### Burger King France BK worked with Buzzman to create two distinct menus: one in the real world and another hidden in the Upside Down. At the restaurant, three friends are instructed to turn their comms devices upside down. While this doesn’t work for their walkie-talkies, it does work for IRL 2025 handsets, with the app unlocking a special menu. Upright, you’ll see the Hellfire Club menu. Each includes one of five exclusive collector cups inspired by the series. ### General Mills General Mills’ Yoki popcorn brand in Brazil launched a mystery flavored popcorn with a Stranger Things twist. Created by DAVID São Paulo, can you guess the blue seasoning? Play ### Gatorade Gatorade and TBWA\\Chiat\\Day L.A. recently went [back to the ’80s](https://musebyclios.com/film-tv/gatorade-and-stranger-things-take-us-back-to-1987/)—glass bottles and all—with their tie-in. ### KFC U.K. With help from Mother, KFC became [Hawkins Fried Chicken](https://musebyclios.com/film-tv/kfc-becomes-hawkins-fried-chicken-and-delivers-to-the-upside-down/), and delivery bikers sacrificed everything to complete their appointed rounds. ### Deutsche Telekom Did the guys from Stranger Things create streaming? Close. [Deutsche Telekom](https://musebyclios.com/film-tv/euro-streamer-taps-original-stranger-things-cast/) and Adam&EveDDB London give users an easier way to watch everything with the push of a button. ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Film and TV **Tags:** Burger King, Deutsche Telekom, Gatorade, McDoanld's, Netflix, Stranger Things, Tide **Sections:** Entertainment, Trending --- ### [Hugh Jackman and Ryan Reynolds Hype Aussie Sailing Team](https://musebyclios.com/film-tv/hugh-jackman-and-ryan-reynolds-hype-aussie-sailing-team/) **Published:** November 25, 2025 **Author:** David Gianatasio **Content:** It’s exactly like Deadpool, but completely different. Hugh Jackman and Ryan Reynolds have an ownership stake in the Bonds Flying Roos sailing team in Australia. So, naturally, ahead of this week’s SailGP final round in Abu Dhabi, the megastars shot a promo. No spandex outfits or superhero shenanigans below. Not even a well-placed kick to the crotch. Just a pair of incredibly rich and famous guys bonding over catamarans. Play Well, they seemed chummy. Dudes even provided a combo canned quote announcing a new corporate partner: “With [monday.com’s](https://monday.com/) elite planning, Blueberry’s surgical trading precision and Bonds’ comfy and somewhat waterproof skivvies, we feel like we’re well-positioned heading into the Abu Dhabi Grand Finale. We have also been told the boat, team and captain matter so hopefully those work out as well.” The Bonds underwear brand is known for cute commercials. Its snappy, slithery [Robert Irwin spot](https://musebyclios.com/advertising/robert-irwin-stars-with-gators-and-snakes-for-aussie-underwear-brand/) was a highlight, generating lots of press in the spring. *(The biggest night in sports marketing is almost here. Celebrate this year’s creative champions at the [2025 Clio Sports Awards](https://clios.com/event/2025-clio-sports-awards-show/?__hstc=250505945.1e38bdbd4ed6957cfd0d1a8b392afcba.1758228240906.1764727323212.1764760886611.878&__hssc=250505945.9.1764760886611&__hsfp=1819039200), hosted by ESPN’s Katie Feeney. Tickets available now.)* ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Film and TV, Sports **Tags:** Maximum Effort, Ryan Reynolds **Sections:** Entertainment, Trending --- ### [Euro Streamer Made the Best Stranger Things Tie-In](https://musebyclios.com/film-tv/euro-streamer-taps-original-stranger-things-cast/) **Published:** November 28, 2025 **Author:** David Gianatasio **Content:** Let’s join Mike in his basement for a Stranger Things cast reunion with series nostalgia thicker than tentacles and ’80s vibes that turn back the hands of time. Dustin, Will and Lucas are on hand, too, as [Deutsche Telekom](https://musebyclios.com/music/deutsche-telekom-doubles-and-triples-down-on-digital-privacy/) touts its MagentaTV streaming service. Billy Squier’s “Lonely Is the Night” bangs hard, and the guys watch fight scenes from Reagan-era flicks to help them prevail in the Upside Down. As Stranger Things winds down, this marks a fitting evocation of both the series and 1986. Finn Wolfhard, Gaten Matarazzo, Noah Schnapp and Caleb McLaughlin reprise their roles with gusto. And director Lachlan Milne, who served as a cinematographer on ST, strikes a mood that’s playful, eerie and charged with (brand-boosting) possibilities. “The show has been a cultural touchstone,” notes Paul Knott, creative director at Adam&EveDDB London. “Our goal was to craft a campaign that captivates audiences, while respectfully celebrating the incredible legacy the Duffer Brothers created.” Mission accomplished! Flicks like E.T., Back to the Future, Alien, Commando and The Empire Strikes Back power the narrative. The guys cobble together a weird device from old-school electronics that you just KNOW is going boom before the spot ends. The color palette, sound design and shot framing hit home. It’s like something true fans would make for other fans. (If they also wanted to sell Magenta subscriptions, that is.) At one point the brand’s “T” logo’s upside down. It looks happier that way: ![](https://cdn.musebyclios.com/wp-content/uploads/2025/11/28092446/ST-logo.jpg)Breaking today, the work runs through year’s end on TV, VOD, radio, social and other platforms in markets including Germany, Austria, the Czech Republic, Slovakia and Greece. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Film and TV **Tags:** adam&eveDDB, Deutsche Telekom, Stranger Things **Sections:** Entertainment, Trending --- ### ['Smell Like Santa Without Sleeping With Him,' Fussy Says](https://musebyclios.com/advertising/smell-like-santa-without-sleeping-with-him-fussy-says/) **Published:** December 5, 2024 **Author:** David Gianatasio **Content:** Here’s a new spin on unwrapping holiday packages. It’s Christmas morning, and a youngster wonders why his mom and dad smell just like Santa. They weren’t cuddling with Claus just a few hours earlier … were they? Of course they were! Catch Kringle like never before in a :60 from natural deodorant maker Fussy. It’s SFW. Probably. You don’t *see* anything. But, clearly, those parents are satisfied with Santa’s gifts. Very satisfied. OK, who else wants to sit on his lap? Created by 10 Days London, the spot breaks today online, introducing Fussy’s limited-edition Lost Claus, a “Santa-inspired scent.” “When Fussy came to us to do a Christmas ad for their new scent, we wanted to keep close to the classic, heart warming, John Lewis-esque Christmas ads that fill our screens during the festive season. But of course it needed a twist,” agency creative producer Eleanor Harvey tells Muse. “We thought about all the ways and reasons why you could and would want to smell like Santa—and then we landed on the obvious answer!” Not so obvious to some of us. But playfully subversive in a [Liquid Death](https://www.youtube.com/channel/UCpRMG5MU1RurWtdiRFtPyvQ) kind of way. (Though LD would’ve tossed Rudolph under the covers too. \*shudders\*) For the shoot, “Christmas trees, decorations and mince pies were all readily available,” Harvey recalls. “But finding a time that worked for Santa, on the other hand, was more of a challenge.” Glad they got the real St. Nick, not some actor. “We wanted to create something that was going to stand out from the sea of worthy and same-y Christmas ads,” adds CCO Joylon White, who also directed. “It’s a festive story that’s never been told before—for obvious reasons.” Sexy Santas are all the rage this year, with [Target ](https://musebyclios.com/advertising/santa-works-at-target-now-and-hes-weirdly-hot/)and [Duracell](https://musebyclios.com/advertising/watch-a-hunky-scientist-recharge-duracells-creative-batteries/) rocking somewhat similar themes. And let’s not forget Ryan Reynolds’ frosty-hot abs for [Aviation Gin!](https://musebyclios.com/film-tv/ryan-reynolds-and-aviation-gin-spoof-hot-frosty/) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** 10 Days London, Fussy, Holidays **Sections:** Trending --- ### [Apple, Google Get Cute and Cuddly for the Festive Season](https://musebyclios.com/advertising/apple-google-get-cute-and-cuddly-for-the-festive-season/) **Published:** November 27, 2025 **Author:** David Gianatasio **Content:** When you think *warm and fuzzy*, do Apple and Google spring instantly to mind? Today, the tech titans unveiled holiday messages that lean into playful creatures and traditional themes in a big way. First, Apple presents a wintery puppet extravaganza made on iPhone 17 Pro: Crafty move, as it were, leaning into handmade creativity while also hyping tech. Ultimately, it’s about the power of human artistry, a realm in which Apple sometimes [fails to connect](https://musebyclios.com/advertising/sadly-apples-crush-ad-smashed-creative-spirits-worldwide/). TBWA\\Media Arts Lab and director [Mark Molloy](https://en.wikipedia.org/wiki/Mark_Molloy) developed the spot, with Flight of the Conchords’ “Friends” caroling the joys of … friendship. It rocks a latter-day Muppets vibe. Let’s go behind the scenes: In these anxious times, it seems smart for Silicon Valley giants to offer reassuring scenarios. Of course, these companies themselves are the source of much social change and upheaval. But we depend on their wares and there’s no going back to some cave in the woods. So, if they want to put rockin’ raccoons in festive product demos, that’s cool. (Hey, no biting!) Next, in a similar vein, but with decidedly different style, Google Creative Lab plugs its AI juggernaut Gemini, along with the Nano Banana image generator and Veo video engine. First, an adventure with Mr. Fuzzy, a little girl’s lost lamb plushie: Finally, Kringle needs hip threads, so Big-G’s advanced search comes to the rescue. (Doesn’t Claus have elves and a workshop to make him stuff?) Check out our [roundup of yuletide trends for 2025](https://musebyclios.com/on-trend/these-are-your-early-holiday-ad-trends-so-far/), with AI, mascots, Cranpus, celebs and so much more. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Apple, Google, Holidays, TBWAMedia Arts Lab **Sections:** Trending --- ### [Bryan Cranston Breaks Bad, in the Best Way, as 'Cranpus' for Ocean Spray](https://musebyclios.com/film-tv/bryan-cranston-breaks-bad-in-the-best-way-as-cranpus-for-ocean-spray/) **Published:** October 22, 2025 **Author:** David Gianatasio **Content:** You haven’t lived until you’ve seen Bryan Cranston rocking mighty goat horns, heavy makeup and renaissance garb as “Cranpus”—a mythical hoarder of cranberries—in holiday spots from Ocean Spray. Lensed by MJZ’s [Dante Ariola](https://mjz.com/directors/dante-ariola/work/), this stuff is next-level ludicrous, displaying an awesomely bizarre, self-aware vibe. And it goofs on the popular Xmas comedy-chiller [Krampus](https://en.wikipedia.org/wiki/Krampus_(film)), presumably. B.C. riffs and preens for all he’s worth, dropping enough crantastic wordplay to stuff a turkey. “All my life, I had the nickname, ‘Cranny’ or ‘Cranman.’ And on occasion, a friend will shout, ‘Hey, Cranberry!'” Bryan says in press materials. That last one seems unlikely. But in the festive spirit, we’ll go with it! “By leaning into entertainment-style content and co-creating a story with Bryan Cranston, we’re celebrating the essential role cranberry plays in a bold, unforgettable way that goes beyond a traditional approach to advertising,” says Eliza Sadler, head of brand elevation. Piggyback provided creative direction and the work began breaking today. ![](https://cdn.musebyclios.com/wp-content/uploads/2025/10/22102935/cran-2.jpg)Given the puns, Cranston was, obviously, the only choice to lead the campaign, agency ECD/founder John Angelopulos tells Muse. The legendary actor helped shape the script, fashioning a “complex character” envisioned as a “folklore Santa antithesis.” During the shoot, “despite the horns, cloak, and holiday chaos, it felt surprisingly intimate: Real laughter, everyone hanging on every line Cranston said, completely nailing things in one take,” adds Leigh Masters, also an ECD/founder. “It felt like a moment caught in time in a snow globe. Hopefully we can make a sequel.” ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Ad of the Week, Film and TV **Tags:** Holidays, Ocean Spray, Piggyback **Sections:** Entertainment, Trending --- ### [Check Out 3 of NYC's Coolest Offices in Our 'Creative HQ' Social Series](https://musebyclios.com/creative-hq/check-out-3-of-nycs-coolest-office-spaces-in-our-creative-hq-social-series/) **Published:** December 2, 2025 **Author:** Christine Champagne **Content:** In the latest installments of our “Creative HQ With The Clios,” series Sami Lambert (our director of social media) and Alyana Sherman (our marketing manager) tour three impressive workspaces in NYC. Each one is uniquely designed to maximize creativity and connection. In this round of tours, we’ve got eye-catching art, a wall full of sweet mom photos and a janitor’s closet that’s more than it seems. ### NoGood [NoGood](https://nogood.io/?utm_term=nogood&utm_campaign=NG_SRCH_TM_PRO_General&utm_source=google&utm_medium=cpc&utm_content=&hsa_acc=9186692250&hsa_cam=18572253074&hsa_grp=147491528132&hsa_ad=627511323985&hsa_src=g&hsa_tgt=kwd-626625087262&hsa_kw=nogood&hsa_mt=e&hsa_net=adwords&hsa_ver=3&gad_source=1&gad_campaignid=18572253074&gbraid=0AAAAACwn5kyenAanJLKDE2S0DeDUpdQ9t&gclid=CjwKCAiAlrXJBhBAEiwA-5pgwujCdzmBDBYoSzKvktf39GKrGKI0K2wE_oWsT7CnL5zwLkCQJdjhbBoC750QAvD_BwE "NoGood"), a growth marketing agency, is housed in an open and airy loft in Soho that feels cool, homey and anything but corporate. The high-ceilinged space, once designed for manufacturing, has original features including cast-iron columns, exposed brick walls and large windows. And being in Soho, of course the place is packed with art. The building’s elevator is old-school and—frankly, a little scary looking—but Sami and Alyana braved the ride and were rewarded with access to multiple snack drawers. ### Mother New York Everyone who works at [Mother New York’s](https://www.mothernewyork.com/ "Mother New York") massive space has plenty of room to spread out. Housed in a former warehouse in Gowanus, the space measures 43,000 square-feet and might be the largest office we have toured so far. It’s also cozy, with soft seating all around, a full-size kitchen, an art room and, endearingly, a wall featuring photos of everyone’s mom. The musically inclined can tinker around on one of the agency’s two pianos. ### Mojo Supermarket There are no set hours at [Mojo Supermarket](https://mojosuper.market/ "Mojo Supermarket"). Agency employees come and go as they please, but you can see why they would want to spend time in this fun, inspiring Chinatown office. Supermarket-style shelving—packed with staples like Cheerios, Cup Noodles and Jif—serves as a backdrop for headshots. In the well-stocked kitchen, a Lucky Cat dispenses sparkling water when you press down on his arm. Open the door to what claims to be the Janitor’s Closet, and you will find yourself in Mojo founder and creative director Mo Said’s inviting office. ![author avatar](https://secure.gravatar.com/avatar/bca57dd4723116a5018776272ebed389875689a3404acf351677240c4d746cec?s=300&d=mm&r=g) Christine Champagne [See Full Bio](https://musebyclios.com/author/christine-champagne/) [ ](https://musebyclios.com/author/christine-champagne/) **Categories:** Creative HQ **Tags:** Mojo Supermarket, Mother, Nogood **Sections:** Trending --- ### [Anderson Rocio of Riverine Records on Brands Connecting With Artists](https://musebyclios.com/2-minutes-with/anderson-rocio-of-riverine-records-on-brands-connecting-with-artists/) **Published:** December 1, 2025 **Author:** Shahnaz Mahmud **Content:** [Anderson](https://www.linkedin.com/in/andersonrociomusic/) mixes songwriting and environmental advocacy on the world stage. Her music has been featured in global campaigns, TV and film. She is the founder of The Power In Us Project, a conservation nonprofit, and Riverine Records, an independent label. We spent two minutes with Anderson to learn more about her background, her creative inspirations and recent work she’s admired. # Anderson, tell us … ### Where you grew up, and where you live now. My mom’s American and my dad’s Spanish. I was born in Italy, spent my early childhood in the U.K. When I was 11, my parents packed my two brothers and me into a 44-foot catamaran. We sailed from Florida to New Zealand, which has mostly been home ever since. For the past eight years, though, I’ve been based in Los Angeles. ### Your favorite bands/musicians today. Emerging Kiwi artist[ Jack Robertson](https://www.riverinerecords.com/jackrobertson) is on his way to big things. I’m a huge fan of [NF’s](https://en.wikipedia.org/wiki/NF_(rapper)) album [Hope](https://en.wikipedia.org/wiki/Hope_(NF_album)). [Sia’s](https://en.wikipedia.org/wiki/Sia) [LSD](https://en.wikipedia.org/wiki/Labrinth,_Sia_&_Diplo_Present..._LSD) album is always the first pick on a road trip. ### One of your favorite projects you’ve ever worked on. [“The Power In Us” music video](https://youtu.be/rDTcYoy4QRw?si=r0DvS82-6wnb5COY). I teamed up with [MOTHER Magazine](https://www.themotherbear.com/mother) and curated the work of 44 photographers and filmmakers. The project emphasizes the collective strength we possess to drive transformative change for our planet, with 100 percent of the streaming revenue—for both the song and video—donated to ocean conservation. That initiative launched what is now [The Power In Us Project](https://thepowerinusproject.com/), a nonprofit dedicated to connecting popular music with conservation. Play ### A recent project you’re proud of. [“Grand Scheme.”](https://music.apple.com/us/album/grand-scheme-single/1831360336) It launched our label, [Riverine Records](https://www.riverinerecords.com/), in September. ### One thing about how the music world is evolving that you’re excited about. The evolving camaraderie among creatives and the openness to share what it means to work in the music industry. It feels different now than it did when I started—the castle walls are all falling down. ### Someone else’s work, in music or beyond, that you admired lately. [Banksy](https://en.wikipedia.org/wiki/Banksy) ### A book, movie, TV show or podcast you recently found inspiring. I’m a sucker for any [Freakenomics](https://freakonomics.com/?__cf_chl_tk=hPvpck5pqnLOpbWSpNlkq5bcJap1tGFVTiXsQxGIMvs-1764267626-1.0.1.1-9zcORjFcWcwWaKS6041pxBXnFHZu_NjLDW9IZDAxHb4) podcast. Whenever my music ears need a break, or I just want to gain perspective, [Stephen J. Dubner](https://en.wikipedia.org/wiki/Stephen_J._Dubner) always provides the best conversations.An artist you admire outside the world of music. Also, [Robin Hanna](https://www.robinhannastudio.com/). I don’t know how someone paints water like that. ### Your favorite fictional character. The cast of [Friends](https://en.wikipedia.org/wiki/Friends). ### How musicians should approach working with brands. As a working artist/musician you are a brand, so find your kind of people and collaborate together. ### How brands should approach working with musicians. Find your kind of artists—artists you connect with. Work on the relationship, not the trade. ### A mentor who helped you navigate the industry. [Wendy Ong](https://www.tatlerasia.com/people/wendy-ong), [Kim Nieva](https://kimberlypacenieva.com/), [Julie Shama Stephens](https://voyagela.com/interview/meet-julie-shama-stephens-think-music-inc/), [Cherie Matheison](https://www.linkedin.com/in/cherie-mathieson/?originalSubdomain=nz). There has been a long list of badass women trailblazing the way. And of course, I would have gone home long ago if it weren’t for two of the music industry’s finest: [Grace Segundo](https://www.linkedin.com/in/gracesegundo/) and [Michelle Cho](https://www.singingbeetle.com/founder). ### What you’d be doing if you weren’t in the music business. I’d be working with the ocean, wildlife and conservation. That’s my dad’s world and has always been a passion of mine. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:michael.kuaffman@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Music **Tags:** Riverine Records, The Power In Us Project **Sections:** Community Voices --- ### [Teleflora's Big Bot Leads Our 5 Ads of the Week](https://musebyclios.com/advertising/telefloras-big-bot-leads-our-5-ads-of-the-week/) **Published:** November 28, 2025 **Author:** David Gianatasio **Content:** **[Week’s Best: Teleflora Presents a Boy and His Bot for Xmas](https://musebyclios.com/advertising/teleflora-presents-a-boy-and-his-bot-for-xmas/)**Behold: the soul of a new machine! In one of 2025’s best holiday ads, we follow a big robot who befriends a sick kid at the hospital. The Wonderful Agency and director Duncan Christie deliver a potent final twist, but no generative visuals. This one was made old school, with an actor inside the automaton costume. **And in no particular order…** **[Did Ryan Reynolds and Aviation Gin Make the Goofiest Ad Spoof of the Year?](https://musebyclios.com/music/did-ryan-reynolds-just-make-the-goofiest-ad-spoof-of-the-year/)**Hollywood’s preeminent snark-meister sends up those iconically irritating Kars4Kids commercials. But Ryan’s hyping gin for the holidays. If you feel like singing along … get a life. Created by Maximum Effort. **[Gopuff, Tom Brady and Druski Want to Make Super Monday a National Holiday](https://musebyclios.com/super-bowl/gopuff-tom-brady-and-druski-want-to-make-super-monday-a-national-holiday/)**Brady and Druski hurl footballs at office workers’ heads. A cube drone gets bopped and spills coffee all over the place. But it’s GOAT Tom, so everyone’s cool. From Shadow Lion and director Pete Marquis. **[Uber Drives Up ‘Close’ in Holiday Film](https://musebyclios.com/advertising/uber-drives-up-close-in-holiday-film/)**Mother and MJZ director Michael Spiccia crafted a thoughtful seasonal tearjerker that takes place mainly on a young woman’s ride from the airport to her dad’s house. Past and present overlap, with memories providing a roadmap to the future. **[Subaru’s Pooches Chase the Oscar Mayer Wienermobile](https://musebyclios.com/advertising/subarus-barkley-family-chases-oscar-mayers-wienermobile/)**There’s a live-action cartoon vibe to this latest installment of the long-running ad series from Carmichael Lynch. Doggos sit! sit! behind the wheel as they tail a famous frankfurter-shaped vehicle. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Aviation Gin, Gopuff, Holidays, Subaru, Teleflora, Uber **Sections:** Entertainment, Trending --- ### [Monica Corton of Go to Eleven on Songwriters Boosting Brand Messages](https://musebyclios.com/2-minutes-with/monica-corton-of-go-to-eleven-on-songwriters-enhancing-creativity-for-brands/) **Published:** November 26, 2025 **Author:** Shahnaz Mahmud **Content:** [Monica](https://www.linkedin.com/in/monica-corton-4192ab4/) is the CEO & founder of Go to Eleven Entertainment and the Go to Eleven Music Royalty Fund. The company focuses on signing, developing and licensing rights for songwriters, artists and producers. Earlier, Monica spent 27 years at Next Decade Entertainment, where she worked with such clients as Boston, Harry Belafonte, Vic Mizzy (“Addams Family Theme,” “Green Acres Theme”) and many more. She was also a music supervisor for film, television and Broadway productions. We spent two minutes with Monica to learn more about her background, her creative inspirations and recent work she’s admired. # Monica, tell us … ### Where you grew up, and where you live now. I grew up in Glens Falls, N.Y., between Saratoga Springs and Lake George. Now I live in Manhattan. ### Your earliest musical memory. My parents were very involved with the [Lake George Opera Festival](https://www.causeiq.com/organizations/lake-george-opera-festival-association,132505803/). My dad did their printing and my mom helped sell merchandise for their guild. My mom would bring me to rehearsals, and I’m convinced that this is what set my ear on a musical path because the caliber of singers and instrumentalists that came to the Lake George Opera Festival was top notch. ### Your favorite bands/musicians today. [Santana](https://en.wikipedia.org/wiki/Santana_(band)), [Bonnie Raitt](https://en.wikipedia.org/wiki/Bonnie_Raitt), [James Taylor](https://en.wikipedia.org/wiki/James_Taylor), [Carol King](https://en.wikipedia.org/wiki/Carole_King) and so many more. I like music from New Orleans like [Galactic](https://en.wikipedia.org/wiki/Galactic), [The Soul Rebels](https://en.wikipedia.org/wiki/The_Soul_Rebels), [John Cleary](https://en.wikipedia.org/wiki/Jon_Cleary_(musician)), [Irma Thomas](https://en.wikipedia.org/wiki/Irma_Thomas), [Mavis Staples](https://en.wikipedia.org/wiki/Mavis_Staples), [The Tin Men](https://www.tinmenmusic.com/home) and anything with [George Porter](https://en.wikipedia.org/wiki/George_Porter_Jr.). One of the new artists I am currently enjoying is [Sammy Rae & the Friends](https://en.wikipedia.org/wiki/Sammy_Rae_&_The_Friends). ### One of your favorite projects you’ve ever worked on. In 2005-06, I was the national chairperson for [Copyright Awareness Week](https://www.dramatistsguild.com/news/copyright-awareness-week-april-25-april-29), which was led by the [Copyright Society of the U.S.A.](https://en.wikipedia.org/wiki/Copyright_Society_of_the_U.S.A.), but funded primarily from the [MPAA](https://en.wikipedia.org/wiki/Motion_Picture_Association), [BMI ](https://en.wikipedia.org/wiki/Broadcast_Music,_Inc.)and several other creator organizations. The goal was to teach about copyright in elementary, middle school, high school and college during that week. We provided instruction on all levels and had [PSAs](https://en.wikipedia.org/wiki/Public_service_announcement) by [John Legend](https://en.wikipedia.org/wiki/John_Legend), [Sir Mix-A-Lot](https://en.wikipedia.org/wiki/Sir_Mix-a-Lot), [Gavin DeGraw](https://en.wikipedia.org/wiki/Gavin_DeGraw), [Mary Mary](https://en.wikipedia.org/wiki/Mary_Mary), [Lesley Satcher](https://en.wikipedia.org/wiki/Leslie_Satcher) and more. BMI was instrumental in securing all of the creators who helped with the campaign, and I will be forever grateful for their unwavering support. ### A recent project you’re proud of. I’ve been supervising this “little documentary that could” entitled [Left Alone Rhapsody: the Musical Memoir of Pianist John Bayless](https://www.leftalonerhapsody.com/). It is an incredible story about the life of the concert pianist who was a protégé of [Leonard Bernstein](https://en.wikipedia.org/wiki/Leonard_Bernstein). He had a 30-year career touring all over the world and making albums where he would arrange well-known themes into classical pieces. These included “Penny Lane,” “Imagine” and “Windmills of Your Mind.” When he had a stroke that paralyzed the right side of his body, he couldn’t play piano anymore. After the passing of a members of the Steinway family, John was asked to play at the funeral. He set about writing a piece that he could play with one hand entitled “Elegy for Henry (Steinway).” After that, John went about rearranging all his compositions so that he could play them with one hand. Now, he performs with one hand and has even led competitions where he challenges other pianists to play his compositions that way. It is an extraordinary story. We are working on getting distribution, but it has won some film festival awards. ### One thing about how the music world is evolving that you’re excited about. I’m one of the lone publishers who is excited about AI. Generative AI will wind up being a good licensing arena for creators in music and other media. I believe there are some amazing products utilizing AI that will be helpful to music publishers. For example, we will now be able to make demos of our songs inexpensively and then have something good to pitch for projects that have a particular brief for the singer. Once we get a use secured, we can hire artists to record the song for the final production. ### Someone else’s work, in music or beyond, that you admired lately. The late [Robin Kaye](https://www.imdb.com/name/nm2841282/), who was the music supervisor for [American Idol](https://en.wikipedia.org/wiki/American_Idol). She always approached her job with such joy and professionalism. There wasn’t anyone who wasn’t touched by her in the synch world. She always made it look effortless and she was wonderful to work with. I and so many others have been devastated by the senseless murder of Robin and her husband,[ Tom DeLuca](https://www.imdb.com/name/nm0217906/). ### A book, movie, TV show or podcast you recently found inspiring. [Julia Louis-Dreyfus’](https://en.wikipedia.org/wiki/Julia_Louis-Dreyfus) podcast, [Wiser Than Me](https://podcasts.apple.com/us/podcast/wiser-than-me-with-julia-louis-dreyfus/id1678559416), where she interviews women who are older than she is: [Jane Fonda](https://en.wikipedia.org/wiki/Jane_Fonda), [Julie Andrews](https://en.wikipedia.org/wiki/Julie_Andrews), Bonnie Raitt, [Jane Goodall](https://en.wikipedia.org/wiki/Jane_Goodall), [Gloria Steinem](https://en.wikipedia.org/wiki/Gloria_Steinem), [Isabel Allende](https://en.wikipedia.org/wiki/Isabel_Allende). ### An artist you admire outside the world of music. I love all the Romantic painters like [Monet](https://en.wikipedia.org/wiki/Claude_Monet), [Degas](https://en.wikipedia.org/wiki/Edgar_Degas), [Renoir](https://en.wikipedia.org/wiki/Pierre-Auguste_Renoir). ### Your favorite fictional character. [Mary Tyler Moore](https://en.wikipedia.org/wiki/Mary_Tyler_Moore) in her character on the television show. I loved her independent spirit and confidence. She made me believe that women can do anything they set their mind to. ### How musicians should approach working with brands. A musician must have an affinity for the brand and preferably use the brand already. You can’t endorse something you don’t wholeheartedly believe in. The musician and his/her team need to think strategically about what songs lend themselves to promoting that brand and have some ideas about how those songs could be used. Working with brands is a collaboration and it is important that you come to the table with ideas. They may not be the final ones. But they help give the brand a feel for what the collaboration might look like. ### How brands should approach working with musicians. I believe branding via a songwriter is infinitely more creative. A good writer will have hits with a wide variety of artists, which provides different genres and subject matter for campaigns. ### A mentor who helped you navigate the industry. [Judy Saffer, ](https://www.linkedin.com/in/judith-saffer-a5a0a74/)who was assistant general counsel at BMI from 1986 to 2009. Also, she was the president of the [AIPLA ](https://www.aipla.org/)in the mid 2000s. When I would have a question about someone or something, or if someone was being unreasonable, I would call Judy for advice. She always helped solve my dilemma. ### What you’d be doing if you weren’t in the music business. Politics. I hope to become a U.S. ambassador later in life. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:amy.corr@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Music **Tags:** Go to Eleven Entertainment, Go to Eleven Music Royalty Fund **Sections:** Community Voices --- ### [Dove's 'Real Beauty' Puts a Chrome Extension in the Picture](https://musebyclios.com/worldviews/doves-real-beauty-puts-a-chrome-extension-in-the-picture/) **Published:** November 25, 2025 **Author:** David Gianatasio **Content:** Here are some intriguing campaigns that broke globally in recent weeks, chosen by Muse sibling [Ads of the World](https://www.adsoftheworld.com/). ### Dove, ‘Real Beauty’ Chrome Extension Agency: VML South Africa Generative AI often acts as a magnifying glass, reflecting and amplifying human behavior, including long-standing beauty biases. To counter the prevalence of tech-generated images depicting mostly youthful, light-skinned “perfect women,” Dove worked with VML to evolve its “Real Beauty” platform. The result is a[ free tool](https://www.adsoftheworld.com/campaigns/real-beauty-chrome-extension) that appears when users open AI image generators. It helps them refine prompts through dropdown menus. By encouraging the inclusion of features such as wrinkles, scarring, varied skin tones and diverse ages, it guides viewers toward creating images that are more realistic, representative and reflective. Play ### DADÁ, ‘Universes’ Agency: The Community LATAM Argentinian wine DADÁ, has long embraced “nonsense” as a creative tool to disrupt the category. [Its new initiative](https://www.adsoftheworld.com/campaigns/universes-1c24c4ef-de6e-4bd5-b94c-e93f5035d526) continues that legacy. In a world shaped by digital realms, the work reclaims the brand’s playful, unconventional spirit, inviting folks to find connection, humor and irony across the various realities they inhabit. Launching across social, digital, OOH and limited-edition labels, it blends innovative production with human storytelling. Play ### Heinz, ‘True Love Waits’ Agencies: BBDO Bangkok • BBDO Guerrero On Christmas Eve, the table overflows with dishes celebrating Southeast Asia’s love of Western flavors, from hand-cut fries and home-made sausages to grilled Filipino BBQ and homemade pizza. As the family gathers, a tension lingers until a slow pan reveals one empty chair. Faces light up as the elder son arrives. But the real [celebration begins](https://www.adsoftheworld.com/campaigns/true-love-waits) only when mom reaches into his bag and produces a bottle of Heinz Ketchup, signaling the true homecoming. Play ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Worldviews **Tags:** DADÁ, Dove, Heinz **Sections:** Lifestyle --- ### [Brands Just Can't Get Enough of the Grinch](https://musebyclios.com/advertising/brands-embrace-grinches-this-holiday-season/) **Published:** November 26, 2025 **Author:** David Gianatasio **Content:** The estate of Dr. Seuss must be rolling in green these days, with the Grinch headlining some high-profile yuletide campaigns. The latest comes from McDonald’s, hyping a Grinch Meal and more. There’s no roast beast, but special menu items include Grumble Pies and Mischief McFlurrys. There’s also mismatched socks. Because merry merry. This :30 anchors the push, which includes radio, social, press and OOH. Elements are breaking in markets worldwide. “We’ve embraced the chaos and allowed the Grinch to put his furry green stamp firmly on our festive campaign, creating an interactive narrative for fans to immerse themselves in,” says Andrew Long ECD at Leo U.K., which developed the campaign. Other notably Grinchly efforts include [Walton Goggins’ winning take](https://musebyclios.com/film-tv/walton-goggins-plays-the-grinch-in-walmarts-black-friday-tale/) for Walmart: And Asda [went big ](https://musebyclios.com/musings/inside-the-most-grinchly-campaign-of-the-season/)in a similarly grumpy direction: ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Asda, Holidays, McDonald's, Walmart **Sections:** Entertainment, Trending --- ### [Toy Story 5, Man vs. Baby and More Great Trailers](https://musebyclios.com/film-tv/toy-story-5-man-vs-baby-and-more-great-trailers/) **Published:** November 25, 2025 **Author:** David Gianatasio **Content:** Here are some trailers that caught our eye this week… ### The Night Manager Trailer Agency: Buddha Jones Editor: Tiziana Simpson Jonathan Pine (Tom Hiddleston) is back. This well-crafted teaser opens with him in a counseling session for intel officers. The therapist’s questions help set-up the dangers Pine faces in Colombia—from a sexy threesome to a deadly motorcycle chase. His therapist admits she’s most worried about officers who keep it all inside. Pine confidently responds, “I’m the man who will not explode.” The long-awaited new season drops Jan. 11. Play ### Man vs. Baby Trailer Agency: Ignition Creative London Editor: Nicolas Maitre This fun holiday promo opens with Trevor Bingley (Rowan Atkinson) explaining to the police that a baby was left behind at a school. My fave bit is Trevor using a champagne cork as a pacifier. Will he have the peaceful Christmas he hopes for? Find out when this new series drops Dec. 11. Play ### Toy Story 5 Disney/Pixar Trailer Agency: MOCEAN Toy Story is back with a new twist. This clever promo opens on the back of a truck filled with boxes. A motherly voice says, “Bonnie, there’s a package for you.” The toys are fearful of what’s inside. One Potato Head even rips off the eyes of his mate. High praise for using INXS’ “Never Tear Us Apart” to amplify the emotional trauma. It ends with the unveiling of LilyPad—a frog-shaped smart tablet voiced by Greta Lee. Will Lily replace Buzz, Woody and Jessie? Hits theaters on June 19. Play ### Silent Night, Deadly Night ### Cineverse Trailer Agency: AV Squad Editor: Kate Brogan AVS Music: Meredith Nadeau This chiller opens with Billy (Rohan Campbell) flirting with Pamela (Ruby Modine) in a store. Later, he’s dressed as Santa when he kills a dude working on his car. Billy deemed him “naughty.” When he opens the trunk, he has a costume for Pam. He asks: “Are you made for this?” Drops down chimneys with malice on Dec. 12. Catch it in theaters. Play ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Film and TV **Tags:** Holidays, Hollywood, Trailers and Posters **Sections:** Entertainment, Trending --- ### [Deutsche Telekom Doubles Down on Digital Privacy](https://musebyclios.com/music/deutsche-telekom-doubles-and-triples-down-on-digital-privacy/) **Published:** July 21, 2025 **Author:** David Gianatasio **Content:** In the digital realm, alternate versions of ourselves lurk around every corner. And that’s a big problem. These “doppelgängers”—platform-created copies, built from data and synched to our scrolling and streaming habits—can dominate our online experience. They increasingly dictate search results and serve up flat, repetitive content. Ultimately, they dull our senses and make us feel blue. Deutsche Telekom warns of such dangers, and offers tips on how to avoid these traps, in a campaign dubbed[ “Own Your World.”](https://www.electronicbeats.net/own-your-world/) Techno singer [VTSS](https://ra.co/dj/vtss) (real name: Martyna Maja, from Poland) delivers the message. She’s replicated dozens of times, symbolizing virtual profiles that drive commerce while potentially leading to misuse and exploitation. First up, “Can’t Catch Me,” a music video from Paris directing duo Shadrinsky (Yulya Shadrinsky and Marita Gurcciani). It’s not, strictly speaking, a DT commercial, but mainly a promo for VTSS’ new club-thumping track with dystopian imagery that suggests tech overload and a loss of self. As the 2-minute scenario unfolds, there’s clearly something amiss, with the artist constantly on the move through a cement and silicon landscape that seems to close in with each step. “This brain-rot inspired campaign is configured for social media and is about as far away from your typical big corporation ‘ad campaign’ as it is possible to be,” says Daniel Fisher, CCO at Stockholm-based Ingo, which developed the initiative. “The track and the doppelgängers theme and storyline work as a metaphor for the subject of digital privacy and digital identity cloning.” Next, VTSS provides relatable commentary in a series of :30s, spotlighting specific aspects of online safety via key scenes from the music video. “Think of your digital doppelgängerngers as your invisible online twins,” she says. “They’re not something you made, they’re something made out of you. Every time you scroll, swipe, tap or pause, your twin learns more. Each platform has its own version of you. These profiles don’t just know you, they know your weak spots. As tempting as it sounds, you can’t delete them. But, you can outsmart them.” “Stay sneaky. Click on random stuff sometimes. Go ghost mode. Clear those cookies regularly. Use different accounts for different stuff.” In a dating-focused spot, she advises: “Turn off ad personalization. Use encrypted chats while flirting. And manage your settings, always. Before your heartbreak story gets used to sell soap.” And when it comes to shopping, “You once paused on a beige coat and now you’re in beige world. Clear your history. Clear your cookies … For the love of chronically online Jesus, don’t let beige win.” VTSS’ wry, straightforward delivery never seems preachy as she imparts actionable information and much food for thought. This somewhat subversive approach portrays DT as a provider that empathizes with the concerns of customers and seems willing to help. “The ability to own your identity online should be a fundamental right,” says chief brand officer Ulrich Klenke. “We know that knowledge is power. That’s why we are providing Gen Z with the knowledge and confidence they need to ‘turn privacy mode on’ in their digital lives.” “Own Your World” began rolling out internationally last week across social, TV, VOD and OOH. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Music **Tags:** Deutsche Telekom, Ingo **Sections:** Entertainment, Trending --- ### [Teleflora Presents a Boy and His Bot for Xmas](https://musebyclios.com/advertising/teleflora-presents-a-boy-and-his-bot-for-xmas/) **Published:** November 20, 2025 **Author:** David Gianatasio **Content:** Robots have appeared on kids’ holiday wish lists since before Rudolph could fly or glow. That notion drives Teleflora’s “The Boy and the Bot.” The idea’s presented at scale—and there’s the best tearjerker twist we’ve seen so far this yuletide season. Developed by the Wonderful Agency (part of the brand’s parent company) with HunkyDory director [Duncan Christie](https://www.imdb.com/name/nm1275148/), the tale takes place at a hospital. We watch a little guy bravely recover from illness with help from his super-sized automaton chum. These besties do everything together: play, draw with crayons, take walks for physical therapy. We can feel a big reveal lurking around every antiseptic corridor. That ending, though quietly understated, packs the emotional force of titanium steel. All in all, a sweet use of tech tropes and misdirection to tell a very human story. Some people go above and beyond, day in and day out. Nurses are just one example. Bouquets aren’t thanks enough. But they’re a start. ![](https://cdn.musebyclios.com/wp-content/uploads/2025/11/20080450/BOT-7.jpg)The ad will appear across social and TV platforms. It ties in with the third year of Teleflora’s seasonal Make-A-Wish partnership. So far, the company has donated $750,000, equalling 75,000 wishes. “The idea began with us reflecting on what Make-A-Wish is truly about: being someone’s wish come true. For some kids, that could mean granting a once-in-a-lifetime trip or a special experience. But it can also mean something quieter and just as powerful: simply being there for a child who needs you,” Wonderful agency CCO Bobby Pearce tells Muse. No AI was used because “it still has a little way to go before it can deliver the kind of precision and emotional nuance we needed,” he says. “So, we went old school. We built a robot costume and hired a performer with experience in mascot work to bring it to life.” The actor inside the suit is only five feet tall, but she walked on special stilts during the shoot. And owing to tech limitations, in the scene where the robot holds the boy’s hand while he gets a shot, “someone was lying on the floor, out of frame, pulling a fishing line to activate the thumb,” Pearce recalls. “That level of commitment is a credit to our director and production team, who constantly went above and beyond to make sure every detail felt real.” ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Ad of the Week, Advertising **Tags:** Holidays, Teleflora, Wonderful Agency **Sections:** Trending --- ### [Uber Drives Up 'Close' in Holiday Film](https://musebyclios.com/advertising/uber-drives-up-close-in-holiday-film/) **Published:** November 24, 2025 **Author:** David Gianatasio **Content:** Viewers might be driven to tears by Uber’s emotional holiday film from Mother and MJZ director Michael Spiccia. It’s a tale fraught with memories of family ups and downs as a young woman rides home to visit her dad at Christmastime. If you’re thinking it ends with hugs, well … … big festive d’uh. James Blake’s slow, intense take on Fleetwood Mac’s “Landslide” really sells it, along with crisp editing across scenes that many will find familiar. “A key strategic priority for us is ensuring that we connect with customers arriving at airports and traveling home for the holiday season—encouraging riders in suburban areas to plan ahead and rely on Uber as their trusted way home,” Felix Ritcher, global CCO at Mother, tells Muse. “While many already associate Uber with the very functional journey from airport to home, we saw this as an opportunity to build the emotional meaning of that long airport ride home,” he says. “This work is intentionally crafted to tell more of an unconventional story. Family tension is a reality many people face, often amplified during the festive season, and this narrative embraces that truth. Yet, ultimately, it reminds us that even strained relationships can find their way back to closeness.” Indeed, the spot feels manipulative but honest and immensely relatable. Plus, it’s extremely well-crafted. The message should strike plenty of chords. “At a time of year when many families choose to reconcile their differences, the calming Uber ride home is a moment where all of us can reflect on the ways our loved ones have always showed up for us as we get together for the season again,” Ritcher says. Dubbed “Close,” this marks the rideshare brand’s first national holiday push, and it drops today across most major platforms. “We wanted to avoid the story of their relationship feeling too linear, and instead have some of the complexity and confusion that real relationships have,” Ritcher says. “Kid Gracie is sweet and innocent. Teenage Gracie is in the early stages of independence and rebellion. Adult Gracie has the maturity to look back on her family journey and reconnect with her dad.” Actual snowy vistas and VFX mix to set the stage, along with some improvisation. “The final emotional beats were all about patience. We’d let the camera roll long after the lines ended just to catch those small, genuine reactions between the actors. A lot of what made the film feel honest came from those unscripted moments.” ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Holidays, Mother, Uber **Sections:** Trending --- ### [Gopuff, Tom Brady and Druski Want to Make Super Monday a National Holiday](https://musebyclios.com/super-bowl/gopuff-tom-brady-and-druski-want-to-make-super-monday-a-national-holiday/) **Published:** November 25, 2025 **Author:** David Gianatasio **Content:** Most people would hate getting hit in the face by a football. But what if Tom Brady threw it? That’d be cool, right? Below, the GOAT quarterback and Druski—Tom’s very random sidekick—hurl “hard passes” at beleaguered office workers on behalf of Gopuff. Toupees, coffee cups and quips fly in all directions. At one point, the ol’ pigskin clobbers some dude jawing about a Super Bowl ad created with AI. Topical! The delivery company’s [striving to make](https://supermondayoff.com/) the Monday after the Big Game a federal holiday. So, *bonk!* “Druski and Tom were the perfect one-two punch to help us bring this concept to life,” Gopuff VP of marketing Tyler Stewart tells Muse. “They were authentically themselves, and their chemistry made it even bigger than we imagined. And a huge shout out to the unsung heroes of the day: the brave cast who took multiple spirals to the skull. Give them Super Monday off for sure.” From creative studio Shadow Lion and director Pete Marquis (who’s the master of [job-related commercial mayhem!](https://musebyclios.com/advertising/you-want-to-sell-insurance-release-the-squirrels/)) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Super Bowl **Tags:** Gopuff, Tom Brady **Sections:** Entertainment, Trending --- ### [Here's Your Clio Awards Jury for 2026](https://musebyclios.com/clio-awards/heres-your-clio-awards-jury-for-2026/) **Published:** November 24, 2025 **Author:** Amy Corr **Content:** The Clio Awards announced its 2026 jury today. More than 100 industry leaders will convene at the JA Resort in Dubai in March to determine which entries will earn the coveted Grand, Gold, Silver and Bronze Clio statues. 2026 Jury Chairs are: - Audio & Audio Craft: Nancy Crimi-Lamanna, CCO, FCB Canada - Brand: Perry Fair, Global Head of Creative, Mattel, Inc. - Branded Entertainment & Content Jury: Javier Campopiano, Global Chief Creative Officer, McCann World Group - Creative Business Transformation, Effectiveness & Strategy: Ariana Stolarz, Global CSO, Accenture Song - Design: Sally Anderson, CCO, MetaDesign China - Creative Commerce & Direct Jury: Alexander Schill, Global CCO, Serviceplan Group - Digital/Mobile & Experience/Activation Jury: Debbi Vandeven, Global CCO, VML - Film: Rodrigo Jatene, CCO, LATAM, Wieden+Kennedy - Film Craft, Animation & VFX: Yannis Konstantinidis, Co-founder & Creative Director of NOMINT - Film Craft, Copywriting Jury: Carlos Camacho, CCO, Gut Asia - Film Craft, Direction & Cinematography: Emma Lundy, Executive Producer and Partner, Giant Films - Film Craft, Editing Jury: Rich Orrick, Founding Partner/Film Editor, Work Editorial - Film Craft, Music & Sound Design Jury: Claudia Incio, Founder & Music Director, Agosto Music - Film Craft, Production Design Jury: Lora Schulson, Global Chief Production Officer, 72andSunny - Media Jury: Asmirh Davis, Founding Partner & President, Majority - Print & Out of Home: Liz Taylor, Global CCO, Ogilvy - Public Relations: Josy Paul, Chairperson & CCO, BBDO India Private Limited - Social Media Jury: Amy Ferguson, Partner & CCO, Terri & Sandy “Global creative recognition isn’t only about winning trophies; it means your work has travelled and hit the nerve beyond its point of origin,” says Schill. “You’ve created something so culturally attuned yet emotionally universal that it sparks connection from Beijing to San Francisco. It proves your agency is in tune with the world.” ![](https://cdn.musebyclios.com/wp-content/uploads/2025/11/24132220/Clio.jpg)“Judging ideas from across the world shifts my center of gravity,” adds Paul. “It makes me more awake, excited and curious. I’m not just evaluating work. I’m witnessing how humanity thinks, feels, protests, dreams. And that transforms me. It feels like a renewal of vows. My love for the craft deepens. The possibility feels infinite again.” View the full 2026 jury [here.](https://clios.com/clios-juries/the-clio-awards/2026) The 67th Clio Award winners will take place on May 12, 2026 at Cipriani 25 Broadway in New York City. “When awards shine a light on new talent, it gives confidence to people who are just starting out, which is important at any point in your career but even more in that early phase,” Vandeven tells Muse. “It also opens doors for them and pushes the whole industry forward, because great ideas end up setting new standards for everyone.” ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Clio Awards **Tags:** Advertising, Jury **Sections:** The Clios --- ### [Reintroducing an Icon: The Studio Museum in Harlem](https://musebyclios.com/musings/reintroducing-an-icon-the-studio-museum-in-harlem/) **Published:** November 26, 2025 **Author:** David Gianatasio **Content:** On Nov. 15, New York City experienced a bold, welcoming and expansive reminder of Black art’s transcendent power. At Penn Plaza, a sweeping takeover featuring Lorraine O’Grady’s “Art Is” graced the venue with joy and wonder, inviting thousands to engage with the spirit of the [Studio Museum in Harlem](https://www.studiomuseum.org/). That same morning, a heartbeat revived uptown. After nearly eight years, the Studio Museum reopened its doors, welcoming visitors and community members back into a space that has long been a catalyst for change. **A partnership rooted in shared purpose** When Lafayette American and Nova Consulting first came together on this project, we immediately recognized its historic significance. Since 1968, the Studio Museum has been the preeminent home of Black art. Lafayette’s experience in the art world and Nova’s human-centered creative expertise combined to tackle the brief. During the pitch, each team member chose an artwork from the museum’s collection that moved us and shared why (mine was Mickalene Thomas’ [“Afro Goddess with Hand Between Legs”](https://www.studiomuseum.org/artworks/afro-goddess-with-hand-between-legs)). Play We were also deeply passionate about shaping the campaign narrative at such a pivotal moment. And so was everybody else—from museum staff and our media partners at AKA to the production team at HPLA and director Mike Carson. There are unique nuances and complexities involved in museum marketing. And throughout this nearly yearlong endeavor, no matter the challenge, we moved as one team, staying focused on the mission. ![](https://cdn.musebyclios.com/wp-content/uploads/2025/11/26091054/PENN.jpeg)Penn Plaza | Photo: Kris Graves**Black art and community as inspiration** We built the campaign to expand on the Museum’s “Where Black Art Lives” tagline into evocative rotating statements: “Where Black Art Uplifts,” “Where Black Art Imagines,” “Where Black Art Transforms.” We drew in nearly 30 artworks to explore those notions and brought them to life in powerfully inspiring executions all throughout the city. Any time we were in Harlem during campaign development, people would stop and ask us if the museum was open yet. And during its relaunch week, we watched visitors move through the galleries with joy, curiosity, awe and reverie—the very emotions the campaign sought to stir. ![](https://cdn.musebyclios.com/wp-content/uploads/2025/11/25125551/mus-1.jpeg)Photo: Kris Graves**An ending and a beginning** There is a bitter-sweetness in knowing that though the campaign will eventually wrap, this is only the beginning for the Studio Museum. Everyone who steps inside will be transformed. And seeing the community’s response—from the Harlem Week flyers that are hanging on folks’ fridges to the Instagram stories of people dancing on the indoor stoop during opening day—reinforces why this work matters. The Studio Museum is not just reopening. It is reaffirming its place in history, community and the future of Black culture. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Art, Musings **Tags:** Studio Museum in Harlem **Sections:** Community Voices --- ### [Why PlayStation Crashed a Spaceship in Madrid](https://musebyclios.com/eurovisions/why-playstation-crashed-a-spaceship-in-madrid/) **Published:** November 24, 2025 **Author:** David Gianatasio **Content:** Here are some notable European campaigns that broke in recent weeks, selected by Muse sibling [Ads of the World](https://www.adsoftheworld.com/). ### PlayStation, ‘The Spaceship That Crashed in Puerta del Sol’ Agency: CLV The centerpiece is an [activation in Madrid’s Puerta del Sol](https://www.adsoftheworld.com/campaigns/the-spaceship-that-crashed-in-puerta-del-sol) that transformed the city’s commuter station into the wreckage of a PlayStation-universe spacecraft. Both inside and out, the space became a full-scale crash site that astonished passersby and set the stage for a wider trans-media narrative linking the real world with the fantastical. The mystery behind the crash was revealed in a short film featuring TheGrefg, El Xokas and Ampeter, who uncover strange anomalies causing extraordinary events. Play ### Helsinki Partners, ‘Hire Helsinki’ Agency: Bou Hire Helsinki is [turning the tables](https://www.adsoftheworld.com/campaigns/hire-helsinki) on traditional talent acquisition, inviting global tech talent to “hire” the city as their new hometown. In the hero film, candidates interview Helsinki itself as it tries to make a good first impression. In another twist, the interviewers are real professionals who have actually relocated to Helsinki for work. Play ### Purdy & Figg, ‘The Scent That Stole Christmas’ Agency: 10 Days Forget presents. Forget jingling bells. This Christmas, Purdy & Figg cleaned up. The spot opens on a picture-perfect Xmas Eve. Then Santa gets a whiff of P&F’s cult fave Frankincense & Myrrh. Mesmerized, he [ditches his sleigh](https://www.adsoftheworld.com/campaigns/the-scent-that-stole-christmas) and dives headfirst into an all-night cleaning frenzy. When dawn arrives, the stockings are empty. But the house? Absolutely gleaming! Play ### Irish National Lottery, ‘All Aboard’ Agency: Folk VML Directed by Zak Emerson, [the narrative](https://www.adsoftheworld.com/campaigns/all-aboard-it-could-be-you-this-christmas) follows a rural brass band and the quiet, gentle man who drives them to every rehearsal and performance, until an unexpected moment of joy transforms their Christmas. The story captures heart, kindness and grounded Irish warmth. It shows how even the smallest dream can find its moment. Play ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Eurovisions, Experiential, Gaming **Tags:** helsinki partners, Holidays, irish national lottery, PlayStation, purdy & figg **Sections:** Trending --- ### [How Tombras Turned a Shattering Suicide Stat Into an Inspiring Story of Survival](https://musebyclios.com/musings/how-tombras-turned-a-shattering-suicide-stat-into-an-inspiring-story-of-survival/) **Published:** November 25, 2025 **Author:** David Gianatasio **Content:** When you collaborate with a client whose mission and vision are clear, the creative process becomes not only efficient, but deeply meaningful. While most nonprofit organizations operating in the suicide space focus, rightfully, on prevention, [Project Unbroken](https://projectunbroken.org/) is dedicated to something equally critical: *postvention*. They support the families who remain, the ones navigating grief, guilt, silence and the long shadow left behind. Early in the process, we came across a statistic that reframed our understanding of the issue. Folks who have lost family members to suicide are three times more likely to take their own lives. It was a sobering metric, but also a call to action. Project Unbroken’s founder, Trina Roffino, who lost her husband to suicide, shared a metaphor that guides the foundation’s work: Kintsugi, the Japanese art of repairing broken pottery using lacquer mixed with powdered gold. Instead of hiding fractures, kintsugi turns an object’s history and imperfections into a renewed kind of beauty. This philosophy mirrors Project Unbroken’s mission: to help families gather their pieces, remove the stigma and acknowledge that the cracks are part of their stories. With that insight in mind, we faced a creative challenge: How to communicate something this heavy without overwhelming the audience. Play The answer emerged through the families themselves. Real people, real grief, real resilience. Through their stories, we discovered a tone that balanced vulnerability with possibility. Our goal was to craft a film that transformed grief into a form of hope—quiet, dignified and deeply human. Working through the foundation, we connected with families who had lost loved ones to suicide. Before, during and after filming, we interviewed them extensively. We asked each person to choose an object representing their lost loved ones—something emotionally loaded, something that held memories. On set, we expanded those conversations and reunited them with that same object, now repaired with golden seams. These moments were intimate, emotional and profoundly grounding. We had more than two hours of recorded interviews, and our next step was choosing the right music. We selected “Gold” by Sigur Rós, a soaring soundscape that perfectly matched the tone we were striving for. We then conducted a meticulous editorial process—reviewing every word, every breath, every pause–to find the lines that would carry the narrative with authenticity and clarity. From there, we turned to CGI. Each object was digitally reconstructed, broken apart and then rebuilt, mirroring the arc of the families’ stories. Our aim was to create a visual language that was poetic, cinematic and synchronized with the lyrics and the testimonies. As the film came together, the emotional weight we felt on set returned. That’s when we knew the piece had found its truth: a story not only of loss, but of reconstruction. Sound design elevated the final experience. We partnered with Berlin-based Nicolás Teubal, who crafted a sonic environment that felt tactile and immersive—as if viewers were sharing the same physical space as the families, listening to them speak directly, heart to heart. This sensorial approach became the backbone of an art exhibition as well, where the restored objects were displayed alongside extended testimonies at an installation in New York. In the end, “Beauty of Broken” became more than a film. It became a space—emotional, artistic and communal. Here, people could witness the beauty that can emerges from what has been broken. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings **Tags:** Tombras **Sections:** Community Voices --- ### [Can Investment Platform's Egg-Headed Pitchman Help You Crack the Markets?](https://musebyclios.com/advertising/can-investment-platforms-egg-headed-pitchman-help-you-crack-the-markets/) **Published:** November 23, 2025 **Author:** David Gianatasio **Content:** Move over, [Jack Box](https://musebyclios.com/advertising/jack-in-the-box-goes-the-retro-gaming-route/)—there’s a freaky new egghead in town. He’s here to hype Willow Wealth, which just rebranded from Yieldstreet. Dude’s enjoying a luxe lifestyle because Willow helps him play in real-estate, venture capital and such. Hence the name, “Hampton Dumpty,” because “Humpty” evokes images of crashes and falls. And this freak’s on the way up and livin’ his best life, OK? “This work is meant to be aspirational, allowing our consumers to connect with a character who has lived and learned,” says brand CEO Mitchell Caplan. “Hampton wasn’t born into opulence. He built his wealth by diversifying his portfolio with the innovative and curated investment opportunities offered on our platform.” Yeah, he seems like a good egg. So, MullenLowe, why’d you craft a campaign that takes such an odd direction? “It’s a mindset,” explains agency ECD Tim Vaccarino. “With a bit of humor and swagger, we wanted him to feel like your savvy friend letting you in on the secret to leveling up your game.” “When it came to production, Hampton’s head provided some moments of interest,” Vaccarino recalls. “The actor was working somewhat blind most of the time. Behind his many pairs of sunglasses were small holes to help with that. But it was still a challenge. Of course, we brought in voice talent later. But on set, our actor had to hit his marks and bring the physicality that would later align with the story we were telling.” What’s more, “Keeping him cool and avoiding asphyxiation was also somewhat important. Our friends at Legacy who made the head fabricated a mini-ventilation fan to help. Five hero eggs in total were created, with various designs.” “We had many an existential conversation about where the egg ends and the more human characteristics begin,” he says. “How big should his head be? Is he all egg? What would an egg’s hands be like?” The work rolls out across video, digital and social through the next year. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** MullenLowe **Sections:** Entertainment, Trending --- ### [Hot Dog! Subaru's Barkley Family of Pooches Chases the Oscar Mayer Wienermobile](https://musebyclios.com/advertising/subarus-barkley-family-chases-oscar-mayers-wienermobile/) **Published:** November 20, 2025 **Author:** Amy Corr **Content:** The Barkley family of dogs returns in a series of ads for Subaru’s long-running “Dog Tested, Dog Approved” campaign from Carmichael Lynch. It’s always an adventure with these pooches, as they test drive Subaru’s latest vehicles. “The Chase” launched on Peacock during NFL coverage. The furry fam goes after their dream big time, hounding Oscar Mayer’s Wienermobile, which drives in the next lane. A squeaky toy from the backseat ruins the silence of a family joyride. The puppy keeps the squeak alive, until mom and dad give that look … and bark. Chasing squirrels off-road is a breeze in the fam’s Trailseeker EV. And who doesn’t love a new car smell, or smelling the exterior for other animal scents. “Subaru owners have always had a deep love for their pets, especially dogs, and that connection continues to inspire our work,” says Alan Bethke,SVP of Marketing at Subaru of America. “The Barkleys perfectly capture the joy, adventure, and fun-loving nature that defines Subaru owners in these latest ads, showing how Subaru is part of life’s everyday moments for people and pets alike.” ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Advertising **Tags:** Carmichael Lynch, Subaru **Sections:** Trending --- ### [Meet The Morelandos: Google AI and Razorfish Put Florida City in Sharp Focus](https://musebyclios.com/partner-content/razorfish-uses-google-ai-tools-to-create-a-cast-of-characters-designed-to-highlight-orlandos-hidden-gems/) **Published:** November 25, 2025 **Author:** Christine Champagne **Content:** Millions of visitors flock to Orlando, Fla., each year, primarily drawn by the city’s iconic theme parks. However, Orlando is a vibrant city rich with art, culture, nature-oriented attractions, diverse dining, and nightlife. To reveal a city of hidden gems beyond its famous theme parks, Visit Orlando teamed up with Razorfish to use Google AI for ambitious world-building. Leveraging a custom Vertex AI system, Gemini, Veo and Imagen, they transformed thousands of Google reviews into “The Morelandos”—a delightful cast of 1,200 unique characters representing local spots. This feat of world-building at a scale previously unthinkable provided detailed, character-driven recommendations for tourists. For example, Splashton the otter loves the natural springs at Rock Springs in Kelly Park, while music-loving Acoustica praises Steinmetz Hall. Lookseedo, a fan of ICON Park, highlights its spectacular views. These are just a few of the Morelando characters serving as ambassadors for Orlando’s wide array of businesses and attractions. Here, Anthony Yell, CCO at Razorfish, takes us behind-the-scenes of the campaign and explains how Google AI made this ambitious project possible: **MUSE: What was the benefit in using Gemini to mine Google reviews for Orlando attractions as opposed to having members of your team manually sort through posts?** Anthony Yell: Gemini gave us more than time savings—it gave us a creative starting point. We prompted it to mine thousands of public reviews and imagine: what kind of character could emerge from this place? What story would reflect how people experienced it? What kind of world would they live in? That output helped our team move faster and think wider. Instead of spending hours combing through data, they could jump straight into shaping, refining, and bringing those ideas to life. That mix—what the AI surfaces and what a human builds from it—is what led to characters that actually feel original, dimensional and unbelievably real. ![](https://cdn.musebyclios.com/wp-content/uploads/2025/07/21104840/Slide2.jpg)**Can you take us through the process of creating these characters via Gemini and Imagen?** We built a multi-step workflow across Gemini, Imagen and Veo—using prompt engineering to move from insight to narrative to expression. With Gemini, we prompted the model to analyze thousands of reviews per location—not just for keywords, but for emotion, point of view and storytelling cues. From that, we generated character themes and early narrative ideas: who might this character be, what kind of world do they live in and what’s their role in it? Once we had a strong foundation, we used Imagen to visualize them—prompting for personality traits, style and environmental detail to match the story. Imagen gave us consistency, nuance and fidelity. Then Veo brought them into motion, generating scenes that matched each character’s emotional arc. We moved between tools with creative intent, treating the system like a connected pipeline—not a set of one-off prompts. That’s why the characters feel like they belong together and feel real. Once the characters and narratives were locked, we brought them to life using Imagen—creating distinctive, dimensional personalities tied to real places across Orlando. From there, they became active participants in the campaign. They show up in Google Maps to guide discovery, in Veo 2–generated ads that make the invitation feel personal, and in AR—so people can find and interact with them in the real world. They live across Visit Orlando’s ecosystem and beyond—with room to grow into social, interactive content and future experiences. Each one opens a door to a different side of the city. ![](https://cdn.musebyclios.com/wp-content/uploads/2025/07/21104909/Slide1B.jpg)**Why are the Morelandos such valuable assets?** Because they’re more than campaign elements—they’re story engines. Each character is rooted in real visitor experiences, giving them instant authenticity. But from there, they become ownable IP—a creative layer we can extend, evolve and build narratives around, just like the world’s most beloved brands do. They bring personality to places people might otherwise overlook, and they give us a flexible storytelling framework we can grow over time—across media, platforms and even merch. It’s not just about where they live in Orlando—it’s about where they can go next. **What was the biggest challenge in creating this campaign? What did you have to make sure you got right for this effort to succeed?** Consistency across the entire workflow. From the original reviews to the final character expressions, everything had to align. The tone of the data, the arc of the story, the style of the visuals—it all needed to feel part of the same world. We weren’t creating one character in isolation. We were building a full cast—each with their own voice, but all living under the Unbelievably Real idea. That meant refining prompts, testing outputs, and calibrating how the tools—Gemini, Imagen, Veo—handed off to one another. That level of creative consistency across tools, formats and characters was the hardest part—and the most critical to get right. **What did you learn about AI while working on this project?** We often treat AI tools as individual tasks—one for writing, one for visuals, one for video. This was a chance to zoom out and build a true creative workflow—stitching together Gemini, Imagen, and Veo so each tool handed off cleanly to the next, with one shared creative intent. It also reminded us how fast this space is evolving. What we built was based on the tools available then—not the ones launching next week. That’s what’s so exciting. With the right workflow and a clear vision, we can keep pushing boundaries—making the impossible ad possible, and doing it faster, smarter and more creatively than ever before. ![author avatar](https://secure.gravatar.com/avatar/bca57dd4723116a5018776272ebed389875689a3404acf351677240c4d746cec?s=300&d=mm&r=g) Christine Champagne [See Full Bio](https://musebyclios.com/author/christine-champagne/) [ ](https://musebyclios.com/author/christine-champagne/) **Categories:** Partner Content **Tags:** Google, Razorfish **External partners:** Google **Sections:** The Clios --- ### [The Good, the Bad and the Chalamet: These Trends Rocked Pop Culture and Ads in 2025](https://musebyclios.com/year-in-review/these-trends-rocked-the-culture-sphere-in-2025-the-good-the-bad-and-the-chalamet/) **Published:** November 24, 2025 **Author:** David Gianatasio **Content:** With 2025 quickly coming to a close, it’s time for reflection … and hope? Let’s get some of the year’s ugliness out of the way first: Thin-skinned, politically-motivated attacks on American comedians have continued, while sports betting went from borderline seedy to fully scandalous. Witless adults dressed as 6-7 for Halloween, and Parmigiano Reggiano (the cheese) just signed with UTA. We’ve reached[ peak Chalamet](https://musebyclios.com/film-tv/timothee-chalamet-plays-a-car-thieving-groom-for-lucid-motors/), in a bad way. Heavy sigh. On a brighter note, ASMR is having another moment, invisible days are gaining steam, and we’ve hit [peak Walton Goggins](https://musebyclios.com/film-tv/walton-goggins-plays-the-grinch-in-walmarts-black-friday-tale/), in a good way. And in the something-to-anticipate category, the AI Darwin Awards are coming in early 2026, promising to single out epic fails from those who showed a “breathtaking commitment to ignoring obvious risks” in using AI. Read on for some trends in the marketing, media and pop cultureverse that I’d like to see thrive in the New Year and a few that shouldn’t live past the ball drop. Again, starting with the tragic. **Humanoids run amok** Far be it from me to deny anyone a robot boyfriend, therapist or pastor—you do you—but there should be a line drawn for fake musical artists, podcasters, fashion models and commercial stars. Meaning, those unveiled and marketed with zero transparency. For instance, listeners weren’t informed that new country sensation [Breaking Rust ](https://www.npr.org/2025/11/10/nx-s1-5604320/breaking-rust-is-a-hot-new-country-act-on-the-billboard-charts-its-powered-by-ai)isn’t a real person. The “artist’s” single “Walk My Walk” is now a Billboard chart-topper. [Guess](https://musebyclios.com/on-trend/are-thin-body-types-back-in-trumping-body-diversity-in-a-more-conservative-ad-sphere/) and J.Crew used AI models in ads, with no disclosure. Once the humanwashing came out, a public dragging ensued. Moral of the story: Don’t make us dig for it. Play **See and say** Podcasts have evolved into a combo of audio and visual media, but what does the latter feature add to the core product? Or has watching people sit and talk with headphones on become the cliched equivalent of comedians telling jokes in front of brick walls? No one seems to be asking that question, certainly not Fox or [Netflix](https://www.bloomberg.com/news/newsletters/2025-11-09/netflix-is-getting-serious-about-video-podcasts), with both outlets planning a major push into video podcasts. The streamer is developing its own originals while starting talks with SiriusXM and iHeartMedia, on the heels of a massive alliance with Spotify. [As Seen On](https://asseenonbyochuko.substack.com/p/prediction-markets-come-for-hollywood) has dubbed it “the opposite of prestige TV.” If there’s one exception, its DogPack’s pawdcast with Goldie and Frenchie cuz adorbs. Play **Frankenfood** The demand for hotter, spicier, (swicier?) more sour, more bracing is out of control. Marketers are happy to oblige, of course, contributing to what [FoodStuff](https://culturematters.substack.com/p/butter-is-back-from-maha-moms-to) calls “sensation inflation.” In the “better for you” category, brands are tapping into the latest sketchy TikTok-fueled wellness trends, taking them to illogical heights by adding obscene amounts of protein, fiber, electrolytes, caffeine and prebiotics to everything. This is not a MAHA endorsement by any stretch, just an earnest plea to get back to basics where perhaps not every single food item needs dill pickle flavor or adaptogen infusions. Play And now the wishful thinking… **Yes, Boomer** It was such a promising start to the year, with a whole passel of iconic modern elders starring in Super Bowl 59 spots, showing their cross-generational appeal alongside fresh faces from Gen Z. Silver Bowl! What’s more, A-listers like Eugene Levy, Catherine O’Hara and [Martha Stewart](https://musebyclios.com/super-bowl/charli-xcx-mcconaughey-martha-star-for-uber-eats/) were portrayed just as they are—vibrant, sporty, saucy and funny, not the butt of any joke about “the olds.” Since then, the over-50 set has remained visible—Jennifer Coolidge (Discover), Billy Bob Thornton (T-Mobile), [Brian Cox ](https://musebyclios.com/film-tv/brian-cox-hits-the-beach-for-malibu-rum/)(Malibu rum), Parker Posey (Gap) and others—but not consistently enough given the demo’s financial clout and growing numbers. Marketers: Fix this. And while you’re at it, don’t limit your search to household names. Play **AI commentary with bite** No, this will not surface on LinkedIn. Nor will it show itself in purposely slop-filled advertising that was amusing for about 10 minutes. Move this discussion forward with some healthy skepticism or, at the very least, entertain us with smart satire about the tech’s jaw-dropping absurdities. In New York Magazine’s recent “Stupid Issue,” for example, there’s the headline “Ads are the perfect gateway drug for generative AI,” and TV über-producer Vince Gilligan’s thoughts in The Hollywood Reporter on what he finds most troubling about AI: “That the people who run that industry seem, by and large, to be reckless sociopaths.” And for ad creatives, rather than using a skateboarding pigeon as a foil to your brand’s “authenticity,” how about more projects like the brilliantly subversive [“Vince”](https://musebyclios.com/musings/this-funny-film-shows-what-happens-when-an-ai-voiceover-goes-ridiculously-wrong/)? Play **Reactive marketing** Clap backs and dog piles have existed as long as the internet has, but there have been some real standouts in 2025. Heineken trolled the AI companion Friend, while Snapple made Erewhon’s clubby NYC juice bar look as ridiculously tone deaf as it really is. [Astronomer](https://musebyclios.com/film-tv/advantage-astronomer-gwyneth-paltrow-made-a-great-kiss-cam-response/) answered the kiss-cam-shot heard ’round the world with a Maximum Effort-Gwyneth Paltrow banger. European Wax had a pitch perfect comeback for the Skims faux-hair panty, and brands lined up to grab a piece of the [Louvre heist](https://musebyclios.com/on-trend/so-the-louvre-jewel-heist-wasnt-an-ad-after-all/). Keep it coming, but keep it sharp. Play ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** On Trend, Year in Review **Tags:** AI, Walton Goggins **Sections:** Entertainment, Trending --- ### [Driver's Licenses Go Up in Smoke in Road Safety Campaign](https://musebyclios.com/health/drivers-licenses-go-up-in-smoke-in-road-safety-campaign/) **Published:** November 24, 2025 **Author:** Amy Corr **Content:** The Danish Road Safety Council launched “Up in Smoke,” a campaign targeting Danish youth on the repercussions of drug-impaired driving. A pair of animated videos from Worth Your While and directed by Casper Balslev tell the real-life stories of two cannabis smoking drivers. One person was pulled over after hotboxing a joint in her car. She was arrested and lost her driver’s license for three years. The next story focuses on a guy who takes his dad’s car, smokes with his friends and runs a red light. When the police try to pull him over, he panics and speeds off. He’s eventually arrested, put in front of a judge, makes his mom cry and watches his license disappear in smoke. Alongside the films, the campaign features packs of custom-branded “Up in Smoke” smoking papers, printed with mocked-up drivers’ licenses to be given to influencers and members of the media. “It might sound wild to turn a driver’s license into rolling paper. But sometimes you need to do something just crazy enough to make young people stop and think,” says Lukas Lund, founding partner and creative director at Worth Your While. “For us, it’s not about glorifying anything, but rather creating a small hook that can open up a difficult conversation.” The vids will play on TV2 Play, Viaplay, HBO Max, Instagram, YouTube, Snapchat, mobile games and digital screens at schools and technical colleges. ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Health and Wellness **Tags:** Danish Road Safety Council, Denmark, Worth Your While **Sections:** Lifestyle --- ### [Liquid Death's Murder Man Featured on 19 Crimes Bottles to Intro 'Severed Red'](https://musebyclios.com/makers/19-crimes-collabs-with-liquid-death-to-intro-severed-red/) **Published:** November 21, 2025 **Author:** Amy Corr **Content:** 19 Crimes—the wine named for felonies that got British convicts exiled to Australia some 230 years ago—featured Liquid Death’s [Murder Man](https://musebyclios.com/advertising/liquid-death-commits-mountains-of-murder-in-fortnite/) mascot on Severed Red bottles that each contain a single drop of LD mountain water. For the campaign, Murder Man has been charged with a fictitious 20th transgression: “Crimes Against Thirst.” On each label of the red blend, there’s a QR code that leads to an AR experience featuring MM. Seems he’s been shipped off to Australia, too. ![](https://cdn.musebyclios.com/wp-content/uploads/2025/11/21100416/19CrimesFull.jpg)The collab marks the first time the Aussie wine company has joined with another brand to boost the 19 Crimes universe. “We’ve long been fans of Liquid Death and founder Mike Cessario,” Jon Solimando, global director of 19 Crimes tells Muse. “Having previously worked with the agency that helped develop the original 19 Crimes logo and branding, which makes this collaboration a really fun full-circle moment.” The collab is being promoted in stores, along with social and digital elements. 19 Crimes, LD and 9Rooftops contributed to the creative. “This is a playful nod to Murder Man and his ’20th crime,’ and it lets us bring Liquid Death into the story without disrupting the integrity and taste of the wine itself,” says Solimando. “Any more than a drop and you’d be watering down the wine and nobody wants that!” ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Makers **Tags:** 19 Crimes, Liquid Death **Sections:** Trending --- ### [How Coach and the WNBA Rewrote the Luxe Fashion Playbook for Women](https://musebyclios.com/musings/how-coach-and-the-wnba-rewrote-the-luxe-fashion-playbook-for-women/) **Published:** November 22, 2025 **Author:** David Gianatasio **Content:** When it comes to women’s sports, the fashion conversation has been largely sidelined. But the [partnership](https://www.wnba.com/news/coach-wnba-partnership) announced this year by Coach and the [WNBA](https://musebyclios.com/tag/wnba/)—a first-of-its-kind collab between a luxe fashion house and a professional women’s league—sought to change all that. And they needed a creative partner to help them elevate this culture-defining moment. While the league has long welcomed sponsors, Coach brought new energy and fresh perspective that it asked Revery to amplify, enabling the brand to own the conversation across the season. From the beginning, Coach was committed to championing stories of self-expression tied to female athletes, using the moment to support the league while rewriting the fashion playbook that has been utilized for decades in the men’s sports arena. Play The work began with five remarkable rookies: Paige Bueckers, Kiki Iriafen, Hailey Van Lith, Aneesah Morrow and Sonia Citron. They each carried a sense of individuality and charm that transcended their college stat lines. The goal wasn’t to style them as fashion models, but to capture each exactly as they are. Paige, who would later be named 2025 Rookie of the Year, became a well-known face and embodiment of that energy. Many of her most shared images this year—from the night she broke the rookie scoring record to dancing on The Jennifer Hudson Show–were connected to the Coach partnership. Starting on draft night and building through All-Star Weekend, Coach showed up at every key moment. The brand’s All-Star activation stood out in a sea of brand sameness with special-edition bags selling out in the first two hours. Similarly, the brand’s VIP party that evening cemented itself as a must-attend event, featuring dozens of notable WNBA players and celebrities. What struck me most was that self-expression wasn’t just marketing copy. It was the whole point, a vibe that could be felt in every element of the WNBA universe. We often talk about “rewriting the playbook.” But in this case, that’s exactly what Coach did. The brand brought the same level of creative investment and storytelling ambition that male athletes have enjoyed for years—and it paid off. Suddenly, the WNBA wasn’t just commanding attention, it was commanding aesthetics. The result was a defining moment, a roadmap for success that luxe marketers will follow for years to come. WNBA fans, loyal and vocal, embraced Coach. And conversely, the fashion world embraced the WNBA. Coach’s audience discovered a league that felt deeply human. Each side gained new followers. But more importantly, they gained new respect for one another. It was an appreciation bigger than basketball or clothing, rooted in true mutual admiration. Integrated storytelling like this takes time and trust. The brand could have done the easy thing—shot a spot, dropped a bag and moved on. Instead, they chose to build something enduring, a partnership that made style an integrated part of the sport, not an accessory. It also takes real financial commitment. Even as women’s sports finally earn the recognition they deserve, many female athletes still have limited sponsorship opportunities and earning potential. So, when I see endorsement deals like Reebok’s signature basketball shoe and apparel line with Angel Reese, I take note and have hope for the future. When brands show up with intention, it changes how audiences see them. It reminds fans that courage and self-expression share the same DNA. It gives a generation of girls watching at home permission to imagine themselves in both spaces. Coach’s partnership will have a lasting impact on women’s sports for years to come. The initiative set the pace for letting your true self show up on one of the world’s biggest stages. *(The biggest night in sports marketing is almost here. Celebrate this year’s creative champions at the [2025 Clio Sports Awards](https://clios.com/event/2025-clio-sports-awards-show/?__hstc=250505945.1e38bdbd4ed6957cfd0d1a8b392afcba.1758228240906.1763771113379.1763817171105.751&__hssc=250505945.12.1763817171105&__hsfp=1300199577), hosted by ESPN’s Katie Feeney. Tickets available now.)* ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings, Sports **Tags:** Coach, Revery **Sections:** Community Voices, Entertainment, Lifestyle --- ### [Did Ryan Reynolds and Aviation Gin Just Make the Goofiest Ad Spoof of the Year?](https://musebyclios.com/music/did-ryan-reynolds-just-make-the-goofiest-ad-spoof-of-the-year/) **Published:** November 21, 2025 **Author:** David Gianatasio **Content:** Ryan Reynolds has your number. And that would be 1-84-Gin-4-Fanz. It’s delivered by a silly band in the :30 below from Aviation Gin. Like the song says: “You’ll never forget Gin-4-Fanz, but drinking gin might help.” It’s nothing at all like [Kars4Kids](https://www.youtube.com/watch?v=K8UV7SAhvG4). That group’s not even old enough to drink. Alas, Ryan doesn’t answer the Gin-4-Fanz line. But some random dude offers to “follow up that earworm with a mouthworm of delicious gin for gamday.” Sounds kinky. And just in time for Thanksgiving and the EOY holidays. From Maximum Effort, natch, notching another Reynolds-powered pop-culture splash on the heels of his encounters with a non-AI [Tilly Norwood](https://musebyclios.com/film-tv/that-time-ryan-reynolds-met-tilly-norwood-for-mint-mobile/) and [Guillermo from Jimmy Kimmel ](https://musebyclios.com/film-tv/will-guillermo-from-jimmy-kimmel-replace-ryan-reynolds-at-mint/)(both for Mint Mobile). The team also tweaked [Visa’s “Everywhere You Want to Be”](https://musebyclios.com/advertising/ryan-reynolds-and-maximum-effort-added-a-twist-to-visas-famous-tagline/) in a dark-humored plug that summoned the specter of the Frye Festival. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Film and TV, Music **Tags:** Aviation Gin, Holidays, Maximum Effort, Ryan Reynolds **Sections:** Entertainment, Trending --- ### [Berk Wasserman of BarkleyOKRP on Working With Amazon and Slice](https://musebyclios.com/2-minutes-with/berk-wasserman-of-barkleyokrp-on-working-with-amazon-and-slice/) **Published:** November 24, 2025 **Author:** Shahnaz Mahmud **Content:** As an ECD at BarkleyOKRP, [Berk](https://www.linkedin.com/in/berk-wasserman-a734389/) works with clients like Planet Fitness, Red Lobster, Suja Organic and AMC Theatres, spanning TV, film, writing, directing, pitching and leading creatives. Earlier, he was a CD at FCB Chicago and Crispin Porter + Bogusky, where he created campaigns for Coors Light, Miller Lite, Kmart, Taco Bell, Edge Shaving Gel and Windex. Outside of advertising, Berk runs Archer, makers of the first home products created for men. We spent two minutes with Berk to learn more about his background, his creative inspirations and recent work he’s admired. # Berk, tell us … ### Where you grew up, and where you live now. I hail from Kansas City. I then lived in Chicago for over a decade, hit Miami long enough for a beautiful tan, and then came back to K.C. to join [BarkleyOKRP](https://barkleyokrp.com/). ### How you first realized you were creative. The first time I made a group of strangers laugh without having to take my clothes off. I was in a [Second City ](https://en.wikipedia.org/wiki/The_Second_City)comedy writing class, and I had to read my first sketch. When people started laughing, I was like: maybe I should try this writing thing. ### A moment from high school or college that changed your life. The day I met Mr. Grey. He was my high school TV and radio production teacher. He taught me that you could wear a leather sport jacket unironically, but also made my obsession for movies and television seem important. ### Your most important creative inspirations, and some recent stuff you love. I’m a child of the ’80s, so all things [John Hughes](https://en.wikipedia.org/wiki/John_Hughes_(filmmaker)) color my world: [Ferris](https://en.wikipedia.org/wiki/Ferris_Bueller's_Day_Off), [Vacation](https://en.wikipedia.org/wiki/National_Lampoon's_Vacation), [Breakfast Club](https://en.wikipedia.org/wiki/The_Breakfast_Club). Hughes’ ability to make the ordinary totally extraordinary is with me every time I get a brief I’m not that excited about. And for the things I love today, anything [A24](https://en.wikipedia.org/wiki/A24), [Ryan Coogler](https://en.wikipedia.org/wiki/Ryan_Coogler) and [HBOMax](https://play.hbomax.com/), specifically [The Righteous Gemstones](https://en.wikipedia.org/wiki/The_Righteous_Gemstones). ### One of your favorite creative projects you’ve ever worked on. I love Kansas City almost as much as I love reading and writing ridiculous customer reviews on Amazon. Those two worlds collided when Amazon was looking to create their second HQ and considered K.C. I called the mayor, had him purchase 1,000 random products and then [my team wrote reviews ](http://The%20Most%20Well-Reviewed%20City)for each one. We somehow tied them back to K.C. We won billions of earned media impressions and a few Lions, but unfortunately we lost the Amazon bid to move to Kansas City. ### A recent project you’re proud of. We just re-launched[ Slice](https://en.wikipedia.org/wiki/Slice_(drink)), which is one of my fave sodas from back in the day. The brand came back as a better version of itself, taking on the healthy soda category, mixing the prebiotics of today with the yummy taste of yesterday. We leaned into this “retro refresh” and [launched](http://The%20Fizz%20FM) the brand with the most future-forward/analog-1990s idea ever by creating a real radio station powered by AI. ### Someone else’s work you admired lately. Just so jealous of the Tubi work. Specifically the small business owners work. The writing. The casting. The thugs and cronies. So perfect. Play ### Your main strength as a creative person. My enthusiasm hopefully rubs off on my teams and clients. And the love shows in the work, because I truly love doing it. ### Your biggest weakness. Potato chips. They control me and I can be creatively motivated by them in unhealthy ways. ### A mentor who helped you navigate the industry. My long-time partner [Todd Durston](https://www.linkedin.com/in/todd-durston-99214943/) and our producer/creative confidant [John Bleeden ](https://www.linkedin.com/in/john-bleeden-0873174/)were the big advertising brothers/role models I desperately needed when I started. Outside of them being genius, handsome and insanely hard working, they were always honest. Honest with feedback. Honest with clients. Honest about my fashion choices. No bullshit. No gross politics. No pompous antics. Just honest. Oh, and nice. Really nice. I’ve tried to imitate them for the last few decades. ### What you’d be doing if you weren’t in advertising. I’d love to be a game show host. It seems like a light lift for easy money. [Wheel of Fortune](https://en.wikipedia.org/wiki/Wheel_of_Fortune_(American_game_show))—How hard could that be?! But if I could do something else in a creative field, I’d love to do anything on [South Park](https://en.wikipedia.org/wiki/South_Park). [Season 27](https://en.wikipedia.org/wiki/South_Park_season_27) is giving me life. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:amy.corr@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With **Tags:** BarkleyOKRP **Sections:** Community Voices --- ### [Don't Be a Grinch! Check Out Our 5 Ads of the Week](https://musebyclios.com/advertising/dont-be-a-grinch-check-out-our-5-ads-of-the-week/) **Published:** November 20, 2025 **Author:** David Gianatasio **Content:** **[Week’s Best: Walton Goggins Gets Grinchly for Walmart](https://musebyclios.com/film-tv/walton-goggins-plays-the-grinch-in-walmarts-black-friday-tale/)** The G-Man, an [adland superstar](https://www.youtube.com/watch?v=Mc-XvA9sNKU) of late, should other actors green with envy. He sprouts fur and stretches his range in a Black Friday promo from Publicis Groupe agencies Fallon, Leo New York, the Community, Contender and Digitas. Best line: “Prepare to go viral. I minored in communications.” He’s a big Xmas ham! **And in no particular order…** **[No Savings? Maybe You’ll Spend Your Retirement Streaming for Cash](https://musebyclios.com/advertising/no-savings-maybe-youll-spend-your-retirement-streaming/)** One day, when we’re in our 80s, we could all wind up on OnlyFans, workin’ the webs for $ to afford retirement. That should go well. Plan for your financial future now, says Dutch insurer Centraal Beheer via TBWA\\Neboko. **[Take a Wild Ride in Bang & Olufsen’s Cosmic Elevator](https://musebyclios.com/music/take-a-wild-ride-in-bang-olufsens-cosmic-elevator/)** Going up! The audio brand reinvents the Tardis, more or less, with help from The Or and Prettybird director Loris Russier. A spaced-out odyssey through 100 years of pop culture and the company’s history of tech innovation. **[Disney+ Made a Holiday Clip Show for the Ages](https://musebyclios.com/film-tv/disney-made-a-holiday-clip-show-for-the-ages/)** This U.K. Xmas spot from VCCP and director Frédéric Planchon shows how our lives become inextricably entwined with the media we consume. Same themes as that Bang & Olufsen ad above, but focused on TV and films instead of music. **[No Script Here. Just a Man Joyously Devouring a Burger King Whopper](https://musebyclios.com/advertising/no-script-here-just-a-man-devouring-a-whopper/)** Dude’s waay too into his meal. They should get a room. Actually, the burger won’t last that long. Buzzman captures every chomp chomp chomp and passionate whisper of praise in a single take. Play ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** bang & Olufsen, Burger King, Centraal Beheer, Disney+, Holidays, Walmart **Sections:** Entertainment, Trending --- ### [This Cult's All About Overcomplicated Wines](https://musebyclios.com/advertising/this-cults-all-about-complicated-wines/) **Published:** November 19, 2025 **Author:** David Gianatasio **Content:** *Sip, spit, chant, repeat.* That’s some party they’ve got going on. The oddness unfolds in a spot from Bread & Butter Wines, which posits a cultish secret society observing stuffy rituals around the red stuff. B&B wants to simplify the experience, ousting obeisance and focusing on fun. Argonaut helped develop the initiative, and the agency says it left a “blood sacrifice” bit—with wine poured over the performers—on the cutting room floor. Pity. Fela director Adrian Villagomez captures an off-kilter vibe that should hold eyeballs through the spot’s big reveal. The push drops this week, mainly on social. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Argonaut **Sections:** Trending --- ### [In Star-Studded PSA, a Winning Mindset Starts With Good Mental Health](https://musebyclios.com/sports/in-star-studded-psa-a-winning-mindset-starts-with-good-mental-health/) **Published:** November 19, 2025 **Author:** David Gianatasio **Content:** Hearts and minds meld in the Ad Council’s latest PSA. More than a dozen top athletes champion the power of good mental health for winning on and off the field. Hand hearts and head-pointing top their playbook as simple yet memorable symbols of holistic well-being. This upbeat message, part of the broader “Love, Your Mind” initiative, makes smart use of beloved players for a relatable appeal. It focuses on winning—but not in a [mega-intense Nike way](https://musebyclios.com/advertising/as-olympics-dawn-nike-explores-the-winning-mindset/). Instead, sports triumphs serve mainly as a metaphor. We understand that trophies aside, personal fulfillment and self-acceptance are the biggest Ws of all. “We’re opening up new conversations that are authentic, inspiring and deeply impactful,” says Ad Council CEO Lisa Sherman. Stagwell agencies 72andSunny, Assembly Global and Hunter helped develop the campaign with the Huntsman Mental Health Foundation and the Arthur M. Blank Family Foundation. Here’s the PSA lineup: - A’ja Wilson, WNBA - Alex Bowman, NASCAR - Ali Truwit, Paralympic Swimmer - Bijan Robinson, NFL - Chloe Kim, USA Snowboarding - Coby White, NBA - Diego Luna, MLS & USMNT - Francisco Lindor, MLB - Jack Eichel, NHL - Karl-Anthony Towns, NBA - Macey Hodge, NWSL - Noah Lyles, USA Track - Paige Bueckers, WNBA - Quinton Byfield, NHL - Russell Wilson, NFL - Tim O’Connell, PRCA - Tim Ream, MLS & USMNT *(The biggest night in sports marketing is almost here. Celebrate this year’s creative champions at the [2025 Clio Sports Awards](https://clios.com/event/2025-clio-sports-awards-show/?__hstc=250505945.1e38bdbd4ed6957cfd0d1a8b392afcba.1758228240906.1763566654253.1763571240486.725&__hssc=250505945.18.1763571240486&__hsfp=1300199577), hosted by ESPN’s Katie Feeney. Tickets available now.)* ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Health and Wellness, Sports **Tags:** Ad Council **Sections:** Entertainment, Lifestyle --- ### [Hernan Corera of Stink Films on Coca-Cola, Stella Artois and More](https://musebyclios.com/2-minutes-with/hernan-corera-of-stink-films-on-trusting-the-process/) **Published:** November 22, 2025 **Author:** Shahnaz Mahmud **Content:** ![](https://cdn.musebyclios.com/wp-content/uploads/2025/11/22112416/Hernan-Corera-112351%20AM.jpg)[Hernan](https://www.linkedin.com/in/hernan-corera-620b211b/) is a film director and photographer working across commercials, music and fashion with three Grammy nominations and one win to his credit. Hernan is currently collaborating on a scripted Spanish Vice series with Birdman screenwriter Nicolas Giacobone, titled La Misa del Diablo (The Devil’s Mass). We spent two minutes with Hernan to learn more about his background, his creative inspirations and recent work he’s admired. # Hernan, tell us … ### Where you grew up, and where you live now. I grew up in Buenos Aires, which is where I currently reside. ### How you first realized you were creative. I remember drawing and designing 2D platform levels for non-existent video games when I was a kid, inspired by games like [Gianna Sisters for Commodore 64](https://en.wikipedia.org/wiki/The_Great_Giana_Sisters). I grew up in the ’90s when games like[ Flashback](https://en.wikipedia.org/wiki/Flashback_(1992_video_game)) or [Out of This World](https://www.youtube.com/watch?v=SZTDUvti8AE) started including short animated sequences that opened the door of storytelling for me. That’s why I ended up becoming a director. ### A moment from high school or college that changed your life. A relationship breakup when I was 22 years old. I was very sad, so I started taking photos in the streets as a cathartic way of expressing myself. It felt good, so I started taking photos for musician friends. Then came music videos. And now, here I am. ### Your most important creative inspirations, and some recent stuff you love. [Jorge Luis Borges](https://en.wikipedia.org/wiki/Jorge_Luis_Borges), [Bioy Casares](https://en.wikipedia.org/wiki/Adolfo_Bioy_Casares), [Cormac McCarthy](https://en.wikipedia.org/wiki/Cormac_McCarthy), [Ryuchi Sakamoto ](https://en.wikipedia.org/wiki/Ryuichi_Sakamoto)and [Sergio Leone](https://en.wikipedia.org/wiki/Sergio_Leone). I recently enjoyed [The Holdovers](https://en.wikipedia.org/wiki/The_Holdovers) by [Alexander Payne](https://en.wikipedia.org/wiki/Alexander_Payne). ### One of your favorite creative projects you’ve ever worked on. [Agoria](https://en.wikipedia.org/wiki/Agoria_(musician)) – [“You’re not Alone.”](https://vimeo.com/311325767?share=copy#t=0) This music video has all the ingredients I love as a director: Blended universes, unique character development and ambiguous storytelling. We shot it in Argentina’s [San Juan Desert](https://en.wikipedia.org/wiki/San_Juan,_Argentina) on 35 mm. We got nominated for best photography in [CamerImage](https://en.wikipedia.org/wiki/Camerimage) and won best video in Berlin. [Coca Cola](https://en.wikipedia.org/wiki/Coca-Cola) – [“Silence.”](https://vimeo.com/555757495?share=copy#t=0) We managed to develop the creative with one of the best choreographers I have ever met: [Emma Evelein](https://emmaevelein.com/). She lit the soul of the spot on fire. Together, we developed something I will always remember. (She ended up doing a cameo). [Stella Artois](https://www.stellaartois.com/) – [“Blanche.”](https://vimeo.com/787631912?share=copy#t=0) I enjoyed developing the family’s rivalry in terms of their backstory and also in how their identity is visually represented in the wardrobe, performances and the environment. I wanted to build a world for those characters that reflected their quirks. [Sadaels](https://sadaels.com/en) – [“Paraiso”](https://vimeo.com/520234550?share=copy#t=0) I wrote this short film for [Paris Fashion Week ](https://en.wikipedia.org/wiki/Paris_Fashion_Week)during the pandemic. ### A recent project you’re proud of. A diptych commercial for [Amazon Ads](https://advertising.amazon.com/). It’s the story of[ two](https://stinkfilms.com/project/gina/) [siblings ](https://stinkfilms.com/project/hank)working at rivalr car dealerships, each spot told from their perspective. I had fun developing the characters because it connected me with this Midwest American style. It was inspired by the [Coen Brothers](https://en.wikipedia.org/wiki/Coen_brothers) but with a commercial slant. I thought of their films [Fargo ](https://en.wikipedia.org/wiki/Fargo_(1996_film))and [No Country for Old Men](https://en.wikipedia.org/wiki/No_Country_for_Old_Men), to name a few. ### Someone else’s work you admired lately. I find [Andreas Nilsson’s](https://en.wikipedia.org/wiki/Andreas_Nilsson_(film_director)) work really interesting. The way he [directs](https://www.nixonnoxin.com/) is very elegant; his humor is subtle and bizarre. A delightful combination. ### Your main strength as a creative person. Trusting the process. ### Your biggest weakness. # Being anxious. ### A mentor who helped you navigate the industry. [Daniel Bergmann](https://www.oneclub.org/awards/theoneshow/-judge/2989/daniel-bergmann) and [Nicky Barnes](https://www.linkedin.com/in/nicky-barnes-6906614a/). ### What you’d be doing if you weren’t in advertising. Living in the countryside, developing my personal interests. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.]() ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** 2 Minutes With, Film and TV **Tags:** Stink Films **Sections:** Community Voices --- ### [Paige Bueckers and Donovan Mitchell Take the Wheel for CarMax](https://musebyclios.com/sports/paige-bueckers-and-donovan-mitchell-take-the-wheel-for-carmax/) **Published:** November 19, 2025 **Author:** Amy Corr **Content:** CarMax, the official auto retailer for the NBA and WNBA, just launched a pair of ads starring Donovan Mitchell and Paige Bueckers, who riff on the ease of buying or selling a car. Everything’s bigger in Texas. So Bueckers, playing for the Dallas Wings, ponders buying a truck. With help from a virtual AI assistant, she goes for something smaller and faster. Mitchell of the Cleveland Cavaliers sells his car fast and has it picked up at home. So, he concludes the day with a drum solo—and that’s really him drumming! “With talent like Paige and Donovan, we weren’t chasing highlight-reel stats. We were after the humans behind them,” says Maddie McDowell, GCD at 72andSunny, the agency behind the campaign. “From writing a country song to welcome Paige home to spotlighting Donovan’s real drum skills, we wanted to show who they are beyond the game. That’s how CarMax meets every shopper, right where they are.” The spots will run during sporting events on ABC, CBS and ESPN, as well as om Amazon Prime and Peacock. “Partnering with CarMax is such an incredible opportunity,” says Bueckers. “I loved that this campaign both celebrated my new life in Texas and showed how CarMax’s technology and flexible options make buying a car so easy.” *(The biggest night in sports marketing is almost here. Celebrate this year’s creative champions at the [2025 Clio Sports Awards](https://clios.com/event/2025-clio-sports-awards-show/?__hstc=250505945.1e38bdbd4ed6957cfd0d1a8b392afcba.1758228240906.1763571240486.1763575966060.726&__hssc=250505945.13.1763575966060&__hsfp=1300199577), hosted by ESPN’s Katie Feeney. Tickets available now.)* ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Sports **Tags:** CarMax, NBA, WNBA **Sections:** Entertainment, Trending --- ### [The Death of Bunny Munro, Nuremberg and More Great Hollywood Trailers](https://musebyclios.com/film-tv/nuremberg-man-on-the-run-and-more-great-trailers/) **Published:** November 15, 2025 **Author:** David Gianatasio **Content:** Here are some trailers that caught our eye this week… ### Nuremberg Sony Pictures Classics Trailer Agency: InSync Plus We open inside a secret prison where members of the Nazi high command await trial by the Allies. Chief prosecutor Robert H. Jackson (Michael Shannon) wants the world to know about the atrocities these men committed during the Holocaust. A U.S. Army psychiatrist (Rami Malek) is tasked with assessing the mental health of Hermann Göring (Russell Crowe). A tense psychological battle between the two begins and Göring declares, “I am going to escape the hangman’s noose. No man has ever beaten me.” High praise for finding a score that builds with intensity as the courtroom and history await. In theaters now. Play ### The Death of Bunny Munro Sky TV Trailer Agency: X/AV London Sex addict Bunny Munro (Matt Smith) explains the secrets to being a good salesman to his son in this cheeky trailer. Turns out his boy’s mom died tragically and Bunny is taking the youngster around Brighton to avoid reality. Bunny is forced to decide what kind of man and father he’s become. His son says: “Maybe we don’t have to be salesmen anymore.” The score by Nick Cave and Warren Ellis amplifies the emotional impact. Adapted from Cave’s acclaimed novel, this series drops Nov. 20 on Sky. Play ### Finding Joy Prime Video Trailer Agency: Seismic Productions This feel-good holiday trailer opens on Joy (Shannon Thornton) being teased that her new bae looks like a player. To everyone’s surprise, Colton (Aaron O’Connell) asks Joy to Colorado for the holidays. A snowstorm spins her car off the road and she’s forced to make do at a remote cabin where she meets Ridge (Tosin Morohunfola). It’s not a meet cute at first, but they soften and get to know each other. Fave line, when Joy’s asked if she likes country music: “Yeah, when Beyonce sings it!” Once she makes it into town, she’s forced to choose between Ridge and Colton. From Tyler Perry, this original film is on Prime now. Play ### Man on the Run Prime Video Trailer Agency: Jump Cut Editor: David Klagsbrun This teaser begins with a profile shot of Paul McCartney in black and white, followed by photos of The Beatles, while Macca relays his concerns now that the band has broken up. Props for expertly weaving “Band on the Run” through the piece. Discover how Paul created a whole new sound. From Academy Award winner Morgan Neville comes an exclusive look at the music legend with unreleased tunes and footage. Dropping on Prime Video in February. Play ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Film and TV **Tags:** Hollywood, Trailers and Posters **Sections:** Entertainment, Trending --- ### [No Script Here. Just a Man Joyously Devouring a Burger King Whopper](https://musebyclios.com/advertising/no-script-here-just-a-man-devouring-a-whopper/) **Published:** November 18, 2025 **Author:** Amy Corr **Content:** There’s no script or voiceover in this 2-minute ad for Burger King France from Buzzman. We simply watch the lower half of man’s face as he unwraps a Whopper and dives in. The video was filmed in one uninterrupted shot. There’s lots of silence, because this guy needs a moment with his meal. As he finishes, he wonders why he didn’t order two, which sets up a pitch promoting the limited time Whopper Rings sandwich. Play The ad launched this week across France, running on TV and in theaters. ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Advertising **Tags:** ASMR, Burger King, Buzzman, France **Sections:** Trending --- ### [Your Comms Team Isn't Your Airbag. It's Your Engine](https://musebyclios.com/musings/your-comms-team-isnt-your-airbag-its-your-engine/) **Published:** November 21, 2025 **Author:** David Gianatasio **Content:** I’ve been in that room a hundred times. The lights are dimmed and the “big idea” is revealed to a round of applause. It’s bold, beautiful and expensive. And just before lunch, someone says: “Okay, let’s bring in comms to get a press release out and prep for any negative feedback.” In that moment, the comms team isn’t a creative partner. They’re the airbag. The risk-mitigation function brought in to protect an idea they had no hand in shaping. I’ve seen this from every angle—from learning how big ideas are made at global ad agencies to understanding the science of amplification in media. I ultimately landed in communications because I saw that the most powerful and culturally relevant ideas weren’t always the ones with the biggest media buy. They were the ones that had to survive on their own. Today, that kind of survival is harder than ever. The old model is gone. A high-visibility ad placement or a single story in a top-tier publication no longer guarantees influence. We now operate in a fragmented universe where everyone is the editor-in-chief of their own feed. With trust in national media plummeting to a [historic low of 28 percent](https://news.gallup.com/poll/695762/trust-media-new-low.aspx), according to Gallup, audiences are forming their own narratives from a mix of niche communities: AI chatbots, podcasters, independent journalists and social feeds. This is where the power of an earned-first mindset becomes a creative springboard, not a safety net. It forces you to answer the hardest question first: Why should anyone care? You can’t buy a headline or force a cultural conversation. You have to earn it. This demands an “outside-in” perspective. Today’s most important conversations catch fire organically on social platforms, where, per Pew, news influencers—now trusted by [65 percent of Americans](https://www.pewresearch.org/journalism/2024/11/18/americans-experiences-with-social-media-news-influencers/) on current events and civic issues—are setting agendas. The brand playbook is clear: Listen first, contribute meaningfully and get invited back. Second, it forces radical simplicity. An idea that must travel through a journalist, an employee and a skeptical consumer must be potent and portable. It’s the art of turning a business challenge into an idea so clear it can move through this complex web on its own. Finally, it demands more creative courage. When you don’t have a massive budget to guarantee eyeballs, your idea must be twice as compelling. It needs a hook so strong it generates its own gravity. AI is the latest disrupter. It’s a news distributor, shopping assistant and content creator all in one. Crucially, as Muck Rack found, [85 percent of AI citations are from earned media](https://finance.yahoo.com/news/muck-rack-study-generative-ai-104500079.html). So, your earned placements are directly training the models that inform your customers. This makes the comms engine more critical than ever. It’s not just about shaping a news cycle. It’s about building the base layer of public knowledge for a new era. So how do we shift comms from the airbag to the engine? **To client partners:** Invite your comms team to the very first brief. Don’t just ask them to identify risks. Instead, ask for the “outside-in” perspective to spark new thinking. Ask the question that unlocks it all: “If we ignore budgets and formats, what idea is powerful enough to earn its place in the world?” **To agency colleagues:** Humans follow ideas, not agency lanes. Our power is in orchestrating media fragments into a cohesive story. The future belongs to teams that build out their ideas integrated and earned-first, not just amplified as an afterthought. **And to communications frontliners:** We must raise our craft from risk mitigation to creative instigation. An earned media strategy isn’t an idea, but it’s the fuel that ensures a great idea can travel. In a fragmented world, it comes down to this: Meet people where they are, add value, make it travel. That’s not a format, it’s a mindset—and it’s the future. To be a true engine for creativity, reputation and growth, we must evolve. Let’s stop building ideas that need protection and start forging ideas that can fly. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Musings **Tags:** burson **Sections:** Community Voices --- ### [David Angelo of David&Goliath on More Than 25 Years of Courage and Creativity](https://musebyclios.com/2-minutes-with/david-angelo-of-davidgoliath-on-25-years-of-being-brave/) **Published:** November 19, 2025 **Author:** Amy Corr **Content:** David Angelo is the founder and creative chairman of [David&Goliath](https://dng.com) and [Today, I’m Brave.](https://www.todayimbrave.org) This week marks the anniversary of D&G opening its doors. We spent [two minutes](https://musebyclios.com/category/2-minutes-with/) with David to learn more about his background, his creative inspirations and recent work he’s admired. David, tell us… ### Where you grew up, and where you live now. I grew up in a family of nine in a small town just outside Oakland. My parents worked tirelessly just to keep food on the table, which made uncertainty a part of everyday life. But those years also instilled in me the values of resilience and hard work. I learned early on that challenges are inevitable—and that what defines you is how you face them. Bravery, I came to understand, isn’t the absence of fear, but the courage to move forward despite it. Today, I live in Los Angeles, carrying those lessons with me into my work, my life and our community. ### How you first realized you were creative. When I was a kid, I’d spend hours sketching ideas on scraps of paper. But it wasn’t the drawings themselves that convinced me I was creative. It was the voice within, a quiet knowing that gave me permission to believe I was born to create. Or, as my mother would remind me: “Your art is your gift.” I loved art so much that I drew and painted every chance I got. I sketched oversized Disney characters and sold them to my classmates in 4th grade. I painted murals on department store windows and filled the walls of my high school with larger-than-life images. I airbrushed murals on the hoods of lowrider cars—and, thankfully, people liked them. But my journey truly took shape after a rough patch in high school. Just before graduation, I was expelled. Suddenly, I was working the graveyard shift as a forklift driver at a Seagram’s distillery. It was there that I found clarity and a commitment to not give up on my creative dream. I didn’t just want to draw forever—I wanted to tell stories and dream bigger. That’s when advertising found me. And I’ve been telling stories on some of the biggest stages in the world ever since. ### A moment from high school or college that changed your life. Being expelled was a pivotal wake-up call. I lost my grants, my scholarships and the clear path ahead. But that low moment forced me to dig deep—to continue working nights while attending school during the day, while refusing to give up on my dream. There were countless moments when I could have quit. Countless challenges. But there were also countless people who inspire me to keep going. Ten years later, I graduated at the top of my class at the Academy of Art—the very school I had dreamed of attending before everything fell apart. After achieving that goal, I set my sights on something even scarier: moving to the city I feared the most—New York. I arrived with nothing but a bike, a sleeping bag, a basketball and a belly full of ambition. ### Your most important creative inspirations, and some recent stuff you love. There’s inspiration everywhere in this world. I see it, I feel it and I carry it with me wherever I go. As an art director, I’ve always been drawn to photography and film—always shooting, always capturing the moment while living it fully. To be alive and present in those sparks of creativity is what drives me. For the artist’s eye, there are no limits; the lens is always on. Someone once asked me if I ever turn my creativity off. The truth is, when you absolutely love what you do, there’s no such thing. Creativity doesn’t turn off—it just keeps finding new ways to tell stories and to inspire others to aim high and unlock their own potential. But my greatest inspiration has always been the underdog—the everyday people who defy the odds. ### One of your favorite creative projects you’ve ever worked on. Building David&Goliath has been the ultimate creative journey for me. It wasn’t just about starting an agency—it was about creating a mindset. A mindset capable of slaying the Goliaths that most would shy away from. From day one, we embraced our mission: helping people and brands unlock their bravery and step into the greater versions of who they are. With Brave as our philosophy, we inspired each other to live it in everything we do. To see failure as just a piece of the masterpiece. To recognize that the only mistakes are the ones we fail to learn from. That mindset has fueled more than 25 years of work—work that challenges convention and connects with people on a deeper, more human level. One campaign that stands out is Kia’s “Give It Everything.” For me, it wasn’t just about selling cars. It was about celebrating the brave spirit of those who go all in, no matter the obstacles. That campaign became more than advertising—it became a rallying cry for determination and resilience. Play ### A recent project you’re proud of. Our work with [Today, I’m Brave](https://www.todayimbrave.org/) continues to inspire me. We’ve brought together communities around the world to share stories of courage—whether it’s helping students overcome adversity or empowering individuals in everyday acts. Each story reminds me of the transformative power of storytelling. Recently, at our fifth annual Brave Camp, we brought more than 50 students from Harlem to the Catskill Mountains. They learned to navigate life’s challenges, build lasting confidence and unlock the power of self-expression. Watching them blossom was one thing. Hearing from their parents afterward—about how their children returned home more confident, hopeful and inspired—was something else entirely. It’s moments like these that affirm why this mission matters so deeply. ### Someone else’s work that inspired you years ago. In college, my bedroom walls were plastered with ads—the ones that stopped me in my tracks. V.W. Avis. Michelin. I studied them like puzzles, breaking down every headline, every photo, every font choice, trying to decode what made them timeless. What I didn’t realize then was that all of those ads came from the same place. Fast-forward to my first day at a big agency on 437 Madison Ave. As I stepped onto the creative floor, I froze. The walls were lined with the very same ads I once taped to my bedroom wall. It felt surreal—like I had stepped into my own imagination. That agency was DDB, the home of the legendary Bill Bernbach. From Bernbach, I learned lessons that still guide me today: the beauty of simplicity, the power of bold thinking and above all, the necessity of bravery. Because true creativity is never about blending in. It’s about taking a stand. ### Someone else’s work you admired lately. I admire the artists and filmmakers who hold up a mirror to society and challenge us to confront the uncomfortable. From [Jordan Peele’s](https://en.wikipedia.org/wiki/Jordan_Peele) fearless storytelling to [Banksy’s](https://en.wikipedia.org/wiki/Banksy) ability to speak truth to power with nothing more than a wall and spray paint—these creators embody the bravery the world needs right now. In advertising, I have deep respect for the agencies that continue to push past convention and dare to take risks. The ones who don’t just sell products but spark conversations. The ones who use creativity not as a veneer, but as a force for truth, change and genuine human connection. ### Your main strength as a creative person. The ability to turn setbacks into fuel has been one of the greatest lessons of my life. Failure, in many ways, has been my best teacher. Behind every setback, I’ve discovered the seed of an even greater comeback. It takes courage and resilience to take the shot when others hesitate. ### Your biggest weakness. Impatience has always been part of my nature. When you see the world as it could be, you want it to happen today—not tomorrow. But over time, I’ve learned that bravery is also about patience. It’s about trusting the process and giving ideas the space they need to grow, evolve and ultimately blossom into something greater than you first imagined. ### A mentor who helped you navigate the industry. Early in my career, I had the privilege of working with legends like [Phyllis Robinson](https://en.wikipedia.org/wiki/Phyllis_Robinson), [Jack Mariucci](https://graphis.com/portfolios/jack-mariucci), [Cliff Freeman](https://www.nytimes.com/2021/09/24/business/media/cliff-freeman-dead.html) and [Lee Clow](https://en.wikipedia.org/wiki/Lee_Clow). They pushed me to think differently, challenged me to step into discomfort, and shaped my vision of what an agency could become. Their influence continues to guide me today, and it’s deeply aligned with our Brave ethos: that true creativity comes from the courage to step into the unknown and stand firmly for what you believe in. ### What you’d be doing if you weren’t in advertising. If I weren’t making ads, I’d be teaching. Teaching, to me, is one of the bravest acts there is—sharing knowledge, inspiring others and planting seeds you may never see grow. Through Brave Camp and educational programs like BraveU at LACHSA (Los Angeles High School of the Arts), we’ve been able to help young people unlock their voices and step into their true purpose as creators. There is nothing more rewarding than witnessing someone realize they were born to create. For me, there is no separation between creating impact for brands and empowering tomorrow’s youth. It’s all one passion project, rooted in embracing my gift as an artist. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.](mailto:amy.corr@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** 2 Minutes With **Tags:** David&Goliath **Sections:** Community Voices --- ### [Take a Wild Ride in Bang & Olufsen's Cosmic Elevator](https://musebyclios.com/music/take-a-wild-ride-in-bang-olufsens-cosmic-elevator/) **Published:** November 18, 2025 **Author:** David Gianatasio **Content:** If you’re looking for a trip to the 7th floor, better take the stairs. Bang & Olufsen’s elevator isn’t for you. In fact, it’s a time and space machine, transporting riders through 100 years of music and cultural history to celebrate the audio brand’s centenary. “We wanted to honor not only our iconic products, but what they stand for: the belief that beautiful sound can transcend genres and generations,” says B&O creative director Matthew Bostock. The :90 below, from The Or and Prettybird director [Loris Russier](https://lorisrussier.com/), fuses past, present and future, spanning generations of sight and sound to convey an affecting human story. Appropriately enough, B&O gets the tone just right. There’s spacey, Dr. Who-style scope, with just enough wink-wink self-awareness to keep things real. It’s similar, in a way, to yesterday’s [Disney+ commercial](https://musebyclios.com/film-tv/disney-made-a-holiday-clip-show-for-the-ages/), artfully filtering stages of life through the prism of shared media. Here, music weaves a powerful spell through the ages. It caresses and energizes our soul, a companion through infinity. Breaking this week, elements will run across video, cinema, OOH and social platforms. ![](https://cdn.musebyclios.com/wp-content/uploads/2025/11/18060857/bang-5.jpeg)![](https://cdn.musebyclios.com/wp-content/uploads/2025/11/18060911/bang-4.jpeg) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising, Music **Tags:** bang & Olufsen, The Or **Sections:** Trending --- ### [Calcium+Company's Stacey Gandler Breaks Down the Role of PR in Health Communications](https://musebyclios.com/partner-content/calciumcompanys-stacey-gandler-breaks-down-the-role-of-pr-in-health-communications/) **Published:** November 13, 2025 **Author:** Shahnaz Mahmud **Content:** With healthcare continuing to move to greater personalization, there’s more of a need to “meet people where they are,” says [Stacey Gandler](https://www.linkedin.com/in/stacey-gandler-8534a96/), managing director, and head of PR and brand ideation at Calcium + Company. “We’re seeing even more focus on being interactive, empathetic, and inclusive.” Stacey chatted with Muse about how healthcare is evolving, AI and some recent projects that are near and dear to her. ### Muse: How did you first get interested in health (and marketing, for that matter)? I’ve always been fascinated by the power of communication to create clarity and connections. Early on, I gravitated toward roles that placed me at the intersection of storytelling and impact, in public health and patient advocacy. Health felt like the perfect fit for me because it’s deeply human and incredibly complex, and it requires careful translation to make information both relatable and actionable. Health PR was the natural extension of that, using narrative not just to inform, but to inspire and mobilize. ### Tell us one thing about how healthcare is evolving that you’re excited about. I’m excited by the way healthcare keeps progressing toward greater personalization and accessibility. From digital health tools to community-based approaches, there’s a growing emphasis on meeting people where they are. We’re seeing even more focus on being interactive, empathetic and inclusive. I also see tremendous potential in the responsible use of AI. When treated as a tool and partner, not as the ultimate solution or authority, it can help people better analyze their own health data, learn how to ask appropriate questions and collaborate more effectively with providers. There’s not a day where I don’t find myself challenged about how to use AI to help people cut through noise, combat misinformation and surface insights to make our campaigns sharper and more relevant. At the same time, it’s important for us to stay vigilant about data privacy and trust, ensuring that AI enhances—rather than erodes—the human connections at the heart of healthcare. ### In terms of PR, how does this specific discipline play into campaigns for clients in 2025? Talk about how you integrate publicity with the rest of the agency’s offerings. PR in 2025 isn’t just about getting coverage, it’s about earning trust. We’re blending publicity, creative, digital and experiential work so campaigns feel seamless and connected. In healthcare especially, PR is the credibility engine. It shapes stories, amplifies voices and ensures messages land in the right places. It’s about balancing visibility with reputation and doing it all with agility in a world that moves quickly. ### Please share some details about a recent project or two that you’re especially proud of. Talk about the goal, what you did to achieve that goal, and the results. One project involved launching a disease awareness campaign to help patients better identify their risk factors and navigate the fear of a diagnosis. The goal was clarity; we wanted to cut through complexity. We partnered with advocacy groups, developed plain-language resources and secured placements in outlets trusted by patients and care partners. The result was not only strong engagement metrics, but also meaningful feedback from people who said they felt more empowered to make decisions. Another project involved taking dense, technical clinical data and transforming it into resources that mattered to people living with a specific condition. The goal was to bridge the gap between science and real-world experience. We partnered with medical experts and patient advocates to distill complex trial findings into plain-language materials, animations and Q&As. Then, we distributed those through the channels patients trust most—advocacy groups, online communities and healthcare providers. The result wasn’t just strong engagement metrics; it was feedback from patients who said they finally felt like the science applied to *their* lives. For me, that reinforced the power of communication not only to inform, but to empower people to act and feel more in control of their healthcare journey. ### Where does health PR go from here? Look two years ahead. What’s the future likely to bring? I see health PR becoming even more integrated with real-world and real-time experiences. The future will demand campaigns that are not just persuasive, but also participatory. AI and analytics will give us sharper insights, but the human element (eg, empathy, trust, transparency) will remain non-negotiable. Importantly, I don’t see AI ever replacing the human element. It’s a tool to help us listen more deeply and respond more effectively, so our work is both data informed and compassion driven. So, in two years, I believe successful health PR will be defined by its ability to balance technological innovation with authentic connections. My mission is to deliver integrated solutions across our communications disciplines including advertising, medical communications, commercial planning, market access and public relations. The goal is to create cohesive, insight-driven campaigns that truly nourish both hearts and minds. ### Talk about someone else’s work, in health or beyond, that you admired lately? One campaign I really loved recently is the Batman vs. Bateman insurance commercial. It’s a clever blend of humor and nostalgia, taking something iconic and serious and making it modern, relatable and human. [Jason Bateman’sn](https://en.wikipedia.org/wiki/Jason_Bateman) dry tone against [Batman](https://en.wikipedia.org/wiki/Batman)‘s intensity gives the whole thing a self-aware charm that (for me!) connects instantly. From a health PR perspective, I think there’s a big lesson here. Even in highly regulated or complex industries, tone and authenticity can completely change how audiences engage. It shows that you can deliver serious information in a way that still feels approachable and real. What also stood out to me is how seamlessly the campaign integrated PR and social strategy. It wasn’t just a TV spot, it lived across earned media, influencer partnerships and social clips built for TikTok and Instagram. Even the timing was handled with intention. When the campaign pivoted from a Super Bowl release to March Madness, that flexibility became part of the story and strengthened its overall narrative. That kind of integrated approach, where storytelling, social engagement and adaptability work together, is exactly what we’re striving for today—campaigns that spark connection, build trust and invite people into the conversation. Play ### What are your main strengths/weaknesses as a marketer? One thing I’m strongly focused on is helping people embrace change with enthusiasm and not trepidation. My career has been built on converting disruption into opportunity—and change into success. The challenge is to see change as representing new opportunities to connect, whether that means pivoting strategy mid campaign or adapting to shifting audience expectations. That flexibility helps me keep a forward-looking perspective. As for weaknesses, I tend to want to chase too many opportunities at once. I’m working on prioritization, making sure I channel that energy into the initiatives that will create the most significant impact. ### What would you be doing if you weren’t in this business? At the end of the day, communication is my throughline; I’d always find a way to use it to empower others. But if I weren’t doing what I do now, I’d probably be working with animals, running a rescue on a big stretch of land somewhere. My dream is to create a safe space for creatures that need a little extra care, a place to land, heal and be loved. In many ways, it’s the same instinct that drives my work today: giving a voice to those who might not have one and helping stories find their way into the world. ### Anything else to add? I’m a voracious reader and usually have two or three books going at once. Growing up with parents who were teachers instilled in me the belief that knowledge is power and that learning is the ultimate win. That mindset continues to shape both my personal curiosity as well as my professional drive. ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** Partner Content **Tags:** Calcium + Company **Sections:** Community Voices, Lifestyle --- ### [No Savings? Maybe You'll Spend Your Retirement Streaming for Cash](https://musebyclios.com/advertising/no-savings-maybe-youll-spend-your-retirement-streaming/) **Published:** November 17, 2025 **Author:** David Gianatasio **Content:** Save for retirement or, as an octogenarian, you might wind up on some OnlyFans-type site, eking out an income in your not-so-golden years. That could be any of us one day, which is why the work feels so uncomfortably relatable. TBWA\\Neboko in Amsterdam created the subtle yet pointed :45 for Dutch insurance giant Centraal Beheer. “We wanted to exaggerate a truth about our time,” says agency CCO Darre van Dijk. “We’re using an exaggerated, humorous situation to convey a serious message.” Through Centraal Beheer, “People can experience in a low-threshold, commitment-free way what it’s like to set aside a small amount each month for their future,” adds marcom lead Ilse Kaljee. “This is how we hope to get people thinking and moving.” [Joris Dommels](https://www.dommels.com/) directed through Holy Fools. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Centraal Beheer, TBWANeboko **Sections:** Trending --- ### [13 Album Covers With a Focus on Photography](https://musebyclios.com/art-of-the-album/13-album-covers-with-a-focus-on-photography/) **Published:** November 19, 2025 **Author:** Amy Corr **Content:** For those of us who grew up with (or now love) vinyl, the album cover is an important part of the listening experience. It’s often an extension of the concept or story involved in the music. Or at minimum, it represents a new piece of artwork to pore over while listening. I love album art photography. I was a kid with a camera who went to school for fine art photography. I even thought I might become a rock photographer, but ended up in the recording studio and other music business roles. There are many iconic photo-based album covers that easily pop to mind. Here are a baker’s dozen of my favorites: ### The Rolling Stones ### Exile on Main St. (1972) ![](https://cdn.musebyclios.com/wp-content/uploads/2025/11/18142019/AOTARolling-Stones.jpg)The main shot looks like a collage, but it’s actually an existing Robert Frank photograph, an outtake from his 1958 book The Americans. Named “Tattoo Parlor,” the image shows circus performers, such as “Three Ball Charlie” from 1930’s sideshows. To underline a key point of the album—that the disreputable, drug-addled, tax-exiled Stones were outsiders and freaks—the reverse of the sleeve presented shots of the band in a similar style. It’s a cover you can look at repeatedly and still see something new. John Van Hamersveld served as the designer. ### The Who ### Quadrophenia (1973) ![](https://cdn.musebyclios.com/wp-content/uploads/2025/11/18142028/AOTAThe-Who-Quad.jpg)Quadrophenia was a Pete Townsend rock opera ostensibly about a ’60s mod at the crossroads of his adolescent life. Quadrophenia was an ambitious double-album project that included a 44-page booklet containing photographs by [Ethan Russell](https://www.google.com/search?q=Ethan+Russell&client=safari&sca_esv=3f39f8a4d7ea2161&rls=en&ei=1kEJaaGPMcqHptQP45HhsA0&ved=2ahUKEwj5vr-imNeQAxVxjIkEHaPGJhgQgK4QegQIBBAE&uact=5&oq=who+quadrophenia+original+album+package&gs_lp=Egxnd3Mtd2l6LXNlcnAiJ3dobyBxdWFkcm9waGVuaWEgb3JpZ2luYWwgYWxidW0gcGFja2FnZTIIEAAYgAQYogQyCBAAGIAEGKIEMggQABiABBiiBDIFEAAY7wVI3BVQ4wdY9xJwAXgBkAEAmAG8AaAB4wiqAQMxLji4AQPIAQD4AQGYAgqgAp8JwgIKEAAYsAMY1gQYR8ICChAhGKABGMMEGArCAggQIRigARjDBJgDAIgGAZAGCJIHAzEuOaAH0RuyBwMwLjm4B5sJwgcFMC44LjLIBxY&sclient=gws-wiz-serp&mstk=AUtExfDWMmxETDciln_9ySmn6l4tvgH80H5PdNvHUjmKzjEFOrFJDfq_qtxOxrucDnWEDLeQMVmS-3gcj_bu80h1uFsserNV8lomidJtnmHyFJGHWlEAPpgYlphezyff05C-ITU&csui=3) to illustrate the story. Done in grainy black and white, these images conveyed the rainy English grays depicted in the songs. It is a tremendous piece of work on so many levels. Graham Hughes served as cover photographer. ### David Bowie ### David Live (1974) ![](https://cdn.musebyclios.com/wp-content/uploads/2025/11/18142013/AOTADavid-Bowie-Live.jpg)The cover is a simple but dramatic image of a stylish Bowie. By all accounts, David chose this photo, but it was reproduced so poorly that he believed it made him look like he’d “just stepped out of the grave.” His emaciated figure is likely a sign of his cocaine addiction at the time. The coloring of the Dagmar photo originally made him look as blue as his suit. Thankfully, a re-release properly color-corrected the image. But Bowie still had the pale pallor of a recluse and the emaciated frame of fragile health. ### Peter Gabriel ### Peter Gabriel (Car) (1977) ![](https://cdn.musebyclios.com/wp-content/uploads/2025/11/18142018/AOTAPeter-Gabriel-.jpg)For his first solo album, we see Peter Gabriel in the windshield, raindrops so clearly defined they become a texture of their own. Hipgnosis designed the cover. “I was sitting in a cab in a traffic jam in Trafalgar Square in the rain,” Storm Thorgerson said, “with little to do but watch the cab next to me. On the bonnet of this vehicle were myriad drops … each drop seemed to have a quality and a life of its own. I thought, ‘That looks cool, I can duplicate that one day.’ Which is how Peter Gabriel came to be sitting, looking furtive, in the front seat of my beloved Lancia Flavia, which had been heavily doused with a garden hose.” Photographer: Richard Manning. ### Talking Heads ### More Songs About Buildings and Food (1978) ![](https://cdn.musebyclios.com/wp-content/uploads/2025/11/18142023/AOTATalking-Heads-Food.jpg)David Byrne was responsible for this distinctive concept. He’s a photographer in his own right, but he reached out to Jimmy De Sana to shoot the 529 close-up Polaroids that make up this mosaic. ### Joe Jackson ### Look Sharp! (1979) ![](https://cdn.musebyclios.com/wp-content/uploads/2025/11/18142014/AOTAJoe-Jackson.jpg)This simple and elegant image summed up Jackson’s early recordings, evoking the sleek lines and bracing urban wit throughout the music and lyrics. Brian Griffin—photographer. ### The Who ### The Kids are Alright (1979) ![](https://cdn.musebyclios.com/wp-content/uploads/2025/11/18142026/AOTAThe-Who-Kids.jpg)A 1968 photograph by Art Kane features the band wrapped in a Union Jack at the base of the Carl Schurz monument in New York. Kane was inspired by the “cute little ruffians” and the idea of portraying them as “lovable in a devilish way,” like Dickens’ Fagin gang. The pose was also a reference to a photograph by Henri Cartier-Bresson. ### The Clash ### London Calling (1979) ![](https://cdn.musebyclios.com/wp-content/uploads/2025/11/18142010/AOTAClash.jpg)Probably the most rock ‘n roll photograph on any album cover. The image of Paul Simonon smashing his bass was taken by Pennie Smith during a 1979 show at New York’s Palladium. It’s raw, a touch out of focus and you can just about feel the impact of the instrument slamming the stage. The layout and script form a clear homage to Elvis Presley’s 1956 RCA debut. ### Talking Heads ### Speaking in Tongues (1983) ![](https://cdn.musebyclios.com/wp-content/uploads/2025/11/18142021/AOTATalking-Heads-.jpg)Robert Rauschenberg created a transparent plastic case with artwork printed on three 12″ circular transparent collages, referencing the three-color printing process: cyan, magenta and yellow. Each disc sported a collage of images—including a wrecked car, a highway billboard and a suburban bedroom—that could be spun to produce different effects. ### The Police ### Synchronicity (1983) ![](https://cdn.musebyclios.com/wp-content/uploads/2025/11/18142024/AOTAThe-Police-.jpg)Duane Michals has shot everything from fashion spreads for Vogue Magazine to the 1968 Summer Olympics and this cover for the final Police album. The design incorporates three rows of black-and-white photographs, each overlaid with transparent horizontal stripes of red, yellow or blue. It was released in a number of variations, all containing the same photographs in different arrangements and with different stripes. One picture shows Sting reading a book: Carl Jung’s Synchronicity. ### U2 ### All That You Can’t Leave Behind (2000) ![](https://cdn.musebyclios.com/wp-content/uploads/2025/11/18142030/AOTAU2-.jpg)U2’s tenth album, and their sixth with Anton Corbin as photographer. It features Corbin’s trademark style and marks a return to the serious and monochromatic artwork of the band’s ’80s albums. It was shot at Charles de Gaulle Airport in France, known for its futurist, brutalist look. In the original photograph, the airport sign reads “F21-36”, indicating the direction of check-in desks. Per the band’s request, the sleeve designers changed this to J33-3, a reference to the Bible verse [Jeremiah 33:3](https://en.wikipedia.org/wiki/Jeremiah_33). ### David Bowie ### The Next Day (2013) ![](https://cdn.musebyclios.com/wp-content/uploads/2025/11/18142011/AOTADavid-Bowie-.jpg)Designed by Jonathan Barnbrook*,* the cover is a white square with the title in very simple text dropped on top of Bowie’s 1977 Heroes cover photo. That image was taken by Japanese photographer Masayoshi Sukita. It represents a nod to Erich Heckel’s paintings. ### Kendrick Lamar ### To Pimp a Butterfly (2015) ![](https://cdn.musebyclios.com/wp-content/uploads/2025/11/18142016/AOTAKendrick-Lamar.jpg)The grainy, distressed black and white photograph on Lamar’s third album cover captures a spontaneous moment during a trip to Washington. A lot can be read into the images—it’s seemingly a celebration, but on closer inspection you see a bound judge with eyes X’d out at the bottom. A provocative and evocative image that reflects themes of economic disparity and cultural identity heard throughout one of the best rap albums of the 2010s. Denis Rouvre—photographer. [Art of the Album](https://musebycl.io/art-album) is a regular feature looking at the craft of album-cover design. If you’d like to write for the series, or learn more about our Clio Music program, [please get in touch.](mailto:michael.kauffman@clioawards.com) ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Art of the Album **Tags:** ALBUM ART, Design, Music **Sections:** Entertainment, Trending --- ### [Walton Goggins Plays the Grinch in Walmart's Black Friday Fantasy](https://musebyclios.com/film-tv/walton-goggins-plays-the-grinch-in-walmarts-black-friday-tale/) **Published:** November 17, 2025 **Author:** Amy Corr **Content:** Walton Goggins plays the Grinch of WhoKnewVille in a Black Friday campaign for Walmart. Mindy Lou Who enlists the Grinch for help in telling everyone in WhoKnewVille about Walmart’s Black Friday and Cyber Monday deals. He’s skeptical about helping—until he learns he could be the town’s hero. After they decorate a tree for the holidays, Grinch tells Mindy: “Prepare to go viral. I minored in communications.” Who knew? “When I got the invitation to go on this journey with Walmart, to step into the green furry shoes of this iconic literary figure felt overwhelming,” says Goggins. “Making something like this your own is no easy task. But even considering the risk, the opportunity to do so was too thrilling to pass up.” Walmart worked together with Publicis Groupe agencies Fallon, Leo New York, the Community, Contender and Digitas on the campaign. “This has been one of our most integrated partnerships in years and I love the way Walton Goggins was able to adapt the character to his personality,” adds Susan Brandt, president and CEO of Dr. Seuss Enterprises. “He’s giving our collective fans a new reason to smile this holiday season.” Goggins has been a hot ticket in ads this year. He’s played a spicy—but too spicy!—plumber for [Doritos](https://musebyclios.com/film-tv/walton-goggins-is-a-spicy-but-not-too-spicy-plumber-in-doritos-campaign/): Walt also narrated a smutty audiobook for [Jimmy John’s](https://musebyclios.com/film-tv/walton-goggins-narrates-jimmy-johns-summer-audiobook-and-its-pure-s-m-u-t/). ![](https://cdn.musebyclios.com/wp-content/uploads/2025/11/17102734/Walton1.jpg) ![author avatar](https://secure.gravatar.com/avatar/50132e6beaf2f11f0690893233b084c14566e24fb331481ad87f2a7f47749ddf?s=300&d=mm&r=g) Amy Corr [See Full Bio](https://musebyclios.com/author/amy-corr/) [ ](https://musebyclios.com/author/amy-corr/) **Categories:** Ad of the Week, Film and TV **Tags:** Holidays, Walmart, Walton Goggins **Sections:** Entertainment, Trending --- ### [2 Minutes With … Marti Romances, CD and Co-Founder of Territory Studio, San Francisco](https://musebyclios.com/film-tv/2-minutes-with-marti-romances-cd-and-co-founder-of-territory-studio-san-francisco/) **Published:** January 3, 2024 **Author:** Muse **Content:** ![](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7 "Marti Romances | Photo illustration by Ashley Epping") ## Marti Romances | Photo illustration by Ashley Epping [Marti ](https://www.linkedin.com/in/marti-romances-a8a31720/)is creative director and co-founder of Territory Studio, San Francisco. He draws from a range of influences, disciplines and perspectives to design content across gaming, brands and digital. He’s worked for clients such as Nike, Marvel, General Motors and Google. We spent [two minutes](https://musebycl.io/creative-portraits) with Marti to learn more about his background, his creative inspirations and recent work he’s admired. --- Marti, tell us … ##### Where you grew up, and where you live now? I grew up in Barcelona, lived in London for eight years, and I have been in San Francisco for seven years. ##### Why you pursued a career in entertainment? I initially pursued architecture but ended up studying multimedia design, which allowed me to experiment with everything from audio to programming and more. I decided to focus on a career in design and motion graphics after I started creating short films and participating in contests. That’s when I began to create title sequences and VFX. ##### Three movies/TV shows you couldn’t do without. [Back to The Future](https://en.wikipedia.org/wiki/Back_to_the_Future). I just enjoyed this movie way too much when I was growing up! What a fascinating concept! [Severance](https://en.wikipedia.org/wiki/Severance_(TV_series)) (TV Series). I immersed myself completely in this show and started recommending it to everyone. I worked with [Ben](https://en.wikipedia.org/wiki/Ben_Stiller) on [Zoolander 2](https://en.wikipedia.org/wiki/Zoolander_2) and always admired his talent. He’s an amazing director. ##### Your favorite movie trailer or poster? [Moon](http://www.impawards.com/2009/moon_ver2.html)‘s poster—or the [Star Wars](https://ollymoss.com/star-wars-trilogy) posters by [Olly Moss](https://ollymoss.com/about). ##### One of your favorite projects you’ve ever worked on. [The Martian](https://territorystudio.com/project/the-martian/), because I challenged myself to understand all of NASA’s advanced data systems in order to create the design work that the film required. I am also very proud of how both [Guardians of the Galaxy](https://territorystudio.com/project/guardians-of-the-galaxy/) and [Avengers Infinity War/Endgame ](https://territorystudio.com/project/marvels-avengers-infinity-war-endgame/)turned out. ##### A recent project you’re proud of. The project we delivered for [Audi Activesphere](https://territorystudio.com/project/audi-activesphere-concept/) shows how we are adapting without losing the visionary and innovative way we approach design. ##### One thing about how entertainment marketing is evolving that you’re excited about? We are doing a lot of 3D billboards these days–like [this one](https://territorystudio.com/project/nike-ooh/) for Nike. I think there is a lot of opportunity to start mixing out of home campaigns with AR experiences—and now we have also started working with the Las Vegas Sphere. ##### Someone else’s work, in entertainment or beyond, that you admired lately? Everything related to [NERF](https://datagen.tech/guides/synthetic-data/neural-radiance-field-nerf/)s technology, [Gaussian Splatting](https://huggingface.co/blog/gaussian-splatting) and other 3D meshing techniques for [radiance fields](https://www.matthewtancik.com/nerf). [Neuralangelo](https://openaccess.thecvf.com/content/CVPR2023/papers/Li_Neuralangelo_High-Fidelity_Neural_Surface_Reconstruction_CVPR_2023_paper.pdf), [Volinga ](https://radiancefields.com/volinga-ai-shows-more-of-their-unreal-engine-plugin-and-compatibility/)and other up-and-coming tools are very exciting. ##### A book, movie, TV show or podcast you recently found inspiring? Book: [Good to Great](https://www.amazon.com/Good-Great-Some-Companies-Others/dp/0066620996) by [Jim Collins](https://www.jimcollins.com/article_topics/articles/good-to-great.html). ##### A visual artist or band/musician you admire? [Daft Punk](https://en.wikipedia.org/wiki/Daft_Punk) and[ M83](https://en.wikipedia.org/wiki/M83_(band)). ##### Your favorite fictional character? [Han Solo](https://www.starwars.com/databank/han-solo). ##### Someone worth following in social media? Obviously, [@territorystudio ](https://www.instagram.com/territorystudio/?hl=en)and one of my [favorite projects](https://territorystudio.com/project/swoosh/) we have been working on for over a year with Nike: [@.swoosh](https://www.instagram.com/dotswoosh/?hl=en). ##### Your main strength as a marketer/creative? Diversified experience in applying design to different industries (films, games, tech, advertising) has allowed me to have a wider field of view than other professionals who focus on just one of these verticals. ##### Your biggest weakness? Focusing too much on that 1 percent that is imperfect, instead of celebrating the 99 percent that is great. ##### What you’d be doing if you weren’t in entertainment? Something that would still combine design and innovative technologies. [2 Minutes With](https://musebycl.io/creative-portraits) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.]() ![author avatar](https://secure.gravatar.com/avatar/ed7a852cd63f4539c49f21d191e111483f2ce7edf59bbe46340a7d4e1f4a99e0?s=300&d=mm&r=g) Muse [See Full Bio](https://musebyclios.com/author/rmartinezsprucetech-com/) [ ](https://musebyclios.com/author/rmartinezsprucetech-com/) **Categories:** 2 Minutes With, Advertising, Design, Film and TV **Sections:** Trending --- ### [Mindy Kaling Voices Dunkin's Holiday Tale](https://musebyclios.com/film-tv/mindy-kaling-voices-dunkins-holiday-tale/) **Published:** November 18, 2025 **Author:** David Gianatasio **Content:** *“For as long as donuts were fried up in rings, With glazing and chocolate and sugary things, A small circle always got taken away— The doughy bit in the middle, not meant to stay. Little Dunkin’ Munchkins—forgotten, alone. No powder, no glaze. No box of their own.”* Oh no! Judging from Mindy Kaling’s narration in the eatery’s animated Xmas message, the holy treats are in for a sad holiday. Unless, of course, there’s yuletide magic afoot. Is there? IS THERE!? *“That little round piece, So round and so small, Was suddenly special— The best bite of all!”* Phew! And they all get gobbled up in the end. (Which doesn’t sound so hot for them, actually. But they seem happy. Stupid snacks.) “We love that one of our tiniest treats gets to be the hero of the season,” says CMO Jeff Nelson, who calls the spot “a reminder that joy can come from the smallest things—whether it’s a donut-hole treat, a moment of kindness, or a story shared together.” Artists Equity produced the :60, which at one point reprises Dunkin’s inside-the-box [donut-cam](https://musebyclios.com/advertising/dunkin-unboxes-a-merry-xmas-melody-from-the-donuts-pov/) POV from festive ads of yore. The work breaks today across Dunkin’ platforms and social. ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Film and TV **Tags:** Dunkin', Holidays **Sections:** Entertainment, Trending --- ### [Here's a Bloody Awful Christmas From PETA](https://musebyclios.com/advertising/heres-a-bloody-awful-christmas-from-peta/) **Published:** November 13, 2025 **Author:** David Gianatasio **Content:** Who wants seconds? What, nobody? In the PSA below, PETA, Grey London and O Positive director David Shane serve an upsetting holiday dinner, though it starts out pretty tame. In silly festive garb, folks carve their meat and chatter about friends, family, TV faves and home-improvement projects. At first, the gathering seems harmless, banal. But you’ll soon see red—oh, so much red—as the scenario, which some might find triggering, plays out. Pass the napkins! “It’s such a strong and simple idea. We’re all complicit, right?” Shane says. “Most of us kind of turn a willful blind eye to how the food we eat at the holidays arrives on our plate.” “But even though we’re trying to say something fairly serious, it was a ludicrously hilarious shoot.,” he recalls. “And the hardest job fell to our lovely cast who had to try not to laugh when getting sprayed with streams of fake blood.” Naturally, the messy shoot presented challenges. “Originally, we wanted the cast to improvise so they wouldn’t know when the blood was coming,” Shane tells Muse. “But the very nice SFX guys who were in charge of spraying the actors were terrified when we asked them to shoot whenever they felt like it. ‘We’re not funny! We have no comic timing!’ they said. We assured them this didn’t matter, but they kept refusing.” Despite that, the performers defied expectations, keeping cool as geysers of red came their way. “The actors were remarkable, barely reacting when the blood hit them,” says agency CD Sam Haynes.” We allowed small, instinctive responses, since the characters aren’t fully oblivious to the carnage. They simply choose to willfully ignore it—like many of us do at Christmas” when served beef, ham, turkey, etc. The film begins breaking this week across U.K. cinemas and digital platforms worldwide. Not-so-appetizing OOH supports the video in some markets: ![](https://cdn.musebyclios.com/wp-content/uploads/2025/11/13101756/PETA-OOH.jpeg) ![author avatar](https://secure.gravatar.com/avatar/061b9948c2901e9c5030fcd18fb368b7cf4041e2803ff687dd335262614f7560?s=300&d=mm&r=g) David Gianatasio [See Full Bio](https://musebyclios.com/author/david-gianatasio/) [ ](https://musebyclios.com/author/david-gianatasio/) **Categories:** Advertising **Tags:** Grey London, Holidays, PETA **Sections:** Trending --- ### [Greg Lewis of Calcium+Company on Keeping the Intelligence in AI](https://musebyclios.com/partner-content/greg-lewis-of-calciumcompany-on-keeping-the-intelligence-in-ai/) **Published:** November 19, 2025 **Author:** Shahnaz Mahmud **Content:** ![](https://cdn.musebyclios.com/wp-content/uploads/2025/11/18135648/GREG-finale-2.jpg)[Greg](https://www.linkedin.com/in/greg-lewis-caco/) is group president and managing partner of Calcium+Company, a communications group that partners with clients in the areas of PR, med- ed, advertising and commercial planning/market access. Greg brings more than two decades of client management, team leadership and healthcare agency experience to the firm. Greg is connected to his staff (otherwise known as Calciumites) and client partners in a deep and authentic way, believing that the human relationship is the most important element in achieving workplace success. We spent a few minutes with Greg to learn more about his background, his creative inspirations and recent work he’s admired. # Greg, tell us … ### Where you grew up, and where you live now. I am a Jersey boy through and through. I grew up in northern N.J., lived in NYC for 10 years. And now live about 15 miles from where I grew up in N.J. with my wife and five kids. ### How you first got interested in healthcare advertising. My dad was a surgeon, and my mom was an operating nurse–you can say I grew up in a health-focused household. I went to law school to be a health litigator—with the intention to defend doctors. But, after spending some time in a law firm, I redirected my path forward into healthcare advertising. As a career, it provides a good synergy between building things in a business setting while also helping more people benefit from the latest advances in medicine. ### One of your favorite projects you’ve ever worked on. I worked on a variety of important drug launches, from breakthrough products in oncology to innovative treatments for rare diseases. But, I must admit, my favorite project to date was the launch of Botox Cosmetic in 2001. It was a fascinating mix of healthcare and Hollywood, and it helped create the dynamic new world of aesthetic medicine. ### A recent project you’re proud of. I spend a lot of time giving back, and my company has done pro bono work for many groups. In 2025, I had the opportunity to be chairman of the [N.J. American Heart Association’s](https://www.heart.org/en/affiliates/new-jersey) [Heart Ball](https://www.youtube.com/watch?v=nFEX9_z-sDU), which recognized several individuals whose lives have been impacted by heart disease and those who are pioneering advances in cardiovascular medicine. Given that my father was a [cardiothoracic ](https://en.wikipedia.org/wiki/Cardiothoracic_surgery)surgeon and that heart disease is still a significant worldwide challenge, this represented a very meaningful initiative for me. ### What specific trends are dominating health comms right now? The internet and digital technology have made health information much more widely accessible than ever before. This has had an enormously positive empowering effect—patients can now play a more active role in their own healthcare decision making. But too much information can also be a challenge, especially when the validity or authenticity of information can be open to question. Now, AI is further accelerating the democratization of health information. While this is largely liberating and beneficial, sound healthcare practices will always need to be grounded in genuine expertise and experience. Trained healthcare professionals will always be needed as the gatekeepers of responsible medical care. ### Are there special challenges for an indie agency? How do you swim with the sharks? As a thriving mid-sized agency, our mission has always been to get bigger only by getting better. While we can’t always compete on scale, we can compete, and win, on the basis of quality, innovation and focus. Our core dedication to delivering nourishment in all its amazing forms—for clients, their brands, our people and the wider world—is what continues to set us apart from larger agencies that often lose their way serving internal imperatives rather than external ones (ie, clients). By staying focused on nourishing client growth, our own growth will follow. ### Talk about agency leadership. What advice would you give a president like yourself? As a leader, I’m only as good as the people around me. So, I strive to maintain the highest levels of talent, experience, and commitment throughout every agency department. But we’re also known for our caring, nourishing culture, which depends on honesty, integrity and compassion in everything we do. ### Your main strength/weakness as a marketer/creative. My greatest strength and weakness are the same thing: caring deeply for people. That caring infuses our agency culture and is an enormously positive thing. Yet it can sometimes get in the way of me making very difficult decisions where people’s lives (and livelihoods) may be at stake. ### If the wellness field could make only one advance in the next year, what should that be? Recognizing that mental health has an outsized impact on general health, and that efforts to address mental health challenges should continue to come out of the shadows. ### Anything else you’d care to add? As it becomes even more dominant in our lives, let’s ensure we keep the “intelligence” in AI. [2 Minutes With](/category/2-minutes-with/) is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, [please get in touch.]() ![author avatar](https://secure.gravatar.com/avatar/263ab4346c0b602b2d9a5c55de35ba989970ef5e28e5bc0e43a92793dedfe73d?s=300&d=mm&r=g) Shahnaz Mahmud [See Full Bio](https://musebyclios.com/author/shahnaz-mahmud/) [ ](https://musebyclios.com/author/shahnaz-mahmud/) **Categories:** Partner Content **Tags:** Calcium+Company **Sections:** Community Voices --- ## Pages ### [Home](https://musebyclios.com/) **Published:** May 9, 2024 **Author:** Muse **Content:** [ ![Clio Sports 2026 - Final Deadline](https://cdn.musebyclios.com/wp-content/uploads/2026/08/17105913/728x90-11-1.png) ](https://clios.com/clio-sports/entry-information/key-dates//?utm_source=MUSE&utm_medium=banner&utm_campaign=CS26_Final_Deadline&utm_content=ad_id_2450) 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[![](https://cdn.musebyclios.com/wp-content/uploads/2026/05/07071617/part-1.jpg)](https://musebyclios.com/partner-content/inheritance-breaking-the-silence-around-hereditary-ovarian-cancer/) by [Allison Ceraso](https://musebyclios.com/author_profile/allison-ceraso/) [InHERitance: Breaking the Silence Around Hereditary Ovarian Cancer](https://musebyclios.com/partner-content/inheritance-breaking-the-silence-around-hereditary-ovarian-cancer/) Inside the powerful initiative from Digitas Health # **Want to be our next featured Community Voice? Check out our submission requirements [here](https://musebyclios.com/submission-requirements-1/)!** --- ### [Trending](https://musebyclios.com/trending/) **Published:** June 19, 2024 **Author:** Muse **Content:** [![](https://cdn.musebyclios.com/wp-content/uploads/2026/09/10121121/pey.jpg)](https://musebyclios.com/sports/brushing-up-nationwide-kicks-off-the-nfl-season-with-peyton-manning/) [Sports](https://musebyclios.com/category/sports/) by [Christine Champagne](https://musebyclios.com/author_profile/christine-champagne/) [Brushing Up: Nationwide Kicks Off the NFL Season With Peyton Manning](https://musebyclios.com/sports/brushing-up-nationwide-kicks-off-the-nfl-season-with-peyton-manning/) ‘Paintin’ Manning’ makes an artful return [Gaming](https://musebyclios.com/category/gaming/) by [David Gianatasio](https://musebyclios.com/author_profile/david-gianatasio/) [It’s a Whole New Ballgame for ‘NBA 2K’](https://musebyclios.com/sports/its-a-whole-new-ballgame-for-nba-2k/) The brand seeks to play in broader hoops culture [Sports](https://musebyclios.com/category/sports/) by [David Gianatasio](https://musebyclios.com/author_profile/david-gianatasio/) [Clay Matthews Gets Preposterously Pumped Up for Caesars Sportsbook](https://musebyclios.com/sports/clay-matthews-gets-preposterously-pumped-up-for-caesars-sportsbook/) No one was betting on this transformation [ ![Clio Sports 2026 - Final Deadline](https://cdn.musebyclios.com/wp-content/uploads/2026/08/17105913/728x90-11-1.png) ](https://clios.com/clio-sports/entry-information/key-dates//?utm_source=MUSE&utm_medium=banner&utm_campaign=CS26_Final_Deadline&utm_content=ad_id_2450) [Advertising](https://musebyclios.com/category/advertising/) [![](https://cdn.musebyclios.com/wp-content/uploads/2026/09/04092932/snickers-tattoo1-1.jpg)](https://musebyclios.com/advertising/snickers-ai-spoof-sure-satisfies-as-weeks-best-ad/) by [David Gianatasio](https://musebyclios.com/author_profile/david-gianatasio/) [Snickers’ AI Spoof Sure Satisfies as Week’s Best Ad](https://musebyclios.com/advertising/snickers-ai-spoof-sure-satisfies-as-weeks-best-ad/) Poshmark, Caesars Sportsbook, Coke and IKEA round out our Top 5 [![](https://cdn.musebyclios.com/wp-content/uploads/2026/09/04143912/ikea-screen-1.jpg)](https://musebyclios.com/advertising/to-tout-its-buyback-service-in-saudi-arabia-ikea-gets-everything-backwards/) by [David Gianatasio](https://musebyclios.com/author_profile/david-gianatasio/) [To Tout Its Buyback Service in Saudi Arabia, IKEA Gets Everything Backwards](https://musebyclios.com/advertising/to-tout-its-buyback-service-in-saudi-arabia-ikea-gets-everything-backwards/) Stunning reversals from Droga5 [![](https://cdn.musebyclios.com/wp-content/uploads/2026/09/04085728/snickers2.jpg)](https://musebyclios.com/advertising/snickers-says-even-ai-isnt-itself-when-its-hungry/) by [David Gianatasio](https://musebyclios.com/author_profile/david-gianatasio/) [Even AI Isn’t Itself When It’s Hungry, Snickers Says](https://musebyclios.com/advertising/snickers-says-even-ai-isnt-itself-when-its-hungry/) Who needs IT when you’ve got candy bars? [![](https://cdn.musebyclios.com/wp-content/uploads/2026/09/03125021/army.jpg)](https://musebyclios.com/advertising/betc-tops-the-weeks-best-ads-with-a-dazzler-for-humankind-2/) by [David Gianatasio](https://musebyclios.com/author_profile/david-gianatasio/) [BETC Tops the Week’s Best Ads With a Dazzler for ‘Humankind 2’](https://musebyclios.com/advertising/betc-tops-the-weeks-best-ads-with-a-dazzler-for-humankind-2/) Air, the Michael J. Fox Foundation, Fanatics and U.S. Bank round out our Top 5 [ ![Clio Sports 2026 NASCAR Emerging Creative](https://cdn.musebyclios.com/wp-content/uploads/2026/07/23134642/EBlast-300x250-2-1.png) ](https://info.clios.com/2026-clio-sports-emerging-creative-award-presented-by-nascar/?utm_source=MUSE&utm_medium=banner&utm_campaign=2026_Emerging_Creative_Award,_Presented_by_NASCAR&utm_content=ad_id_2412) [![](https://cdn.musebyclios.com/wp-content/uploads/2026/09/03092523/COKE4.jpg)](https://musebyclios.com/advertising/dont-work-so-hard-take-it-from-coke-the-world-will-wait/) by [David Gianatasio](https://musebyclios.com/author_profile/david-gianatasio/) [Hey, Dentists and Cable Guys, Don’t Work So Hard. Take It From Coke: ‘The World Will Wait’](https://musebyclios.com/advertising/dont-work-so-hard-take-it-from-coke-the-world-will-wait/) Wild humor and lots of surprises from Ogilvy in Singapore and Thailand [![](https://cdn.musebyclios.com/wp-content/uploads/2026/08/31154413/common-bmw-i.jpg)](https://musebyclios.com/advertising/for-bmw-common-visits-a-world-where-all-the-batteries-fail/) by [David Gianatasio](https://musebyclios.com/author_profile/david-gianatasio/) [For BMW, Common Visits a World Where the Batteries Begin to Fail](https://musebyclios.com/advertising/for-bmw-common-visits-a-world-where-all-the-batteries-fail/) GS&P and Henry Hobson bring a tech nightmare to life with smooth humor [![](https://cdn.musebyclios.com/wp-content/uploads/2026/08/31110623/AIR-tops.jpg)](https://musebyclios.com/advertising/how-air-staged-the-shortest-cmo-tenure-in-its-history-to-combat-ai-slop/) by [Luz Corona](https://musebyclios.com/author_profile/luz-corona/) [How Air Engineered the Shortest CMO Tenure in Its History to Combat AI Slop](https://musebyclios.com/advertising/how-air-staged-the-shortest-cmo-tenure-in-its-history-to-combat-ai-slop/) Lauded marketer Eric Toda helped shape the tech brand’s hilarious mockumentary [![](https://cdn.musebyclios.com/wp-content/uploads/2026/08/31083444/pete1.jpg)](https://musebyclios.com/advertising/9-11-day-message-with-pete-davidson-sounds-the-call-for-unity/) by [Shahnaz Mahmud](https://musebyclios.com/author_profile/shahnaz-mahmud-3/) [9/11 Message With Pete Davidson Sounds the Call for Unity](https://musebyclios.com/advertising/9-11-day-message-with-pete-davidson-sounds-the-call-for-unity/) The comedian lost his dad, an NYC firefighter, that day [ ![Clio Sports 2026 NASCAR Emerging Creative](https://cdn.musebyclios.com/wp-content/uploads/2026/07/23134747/728x90-8-1-1.png) ](https://info.clios.com/2026-clio-sports-emerging-creative-award-presented-by-nascar/?utm_source=MUSE&utm_medium=banner&utm_campaign=2026_Emerging_Creative_Award,_Presented_by_NASCAR&utm_content=ad_id_2415) [Worldviews](https://musebyclios.com/category/worldviews/) [![](https://cdn.musebyclios.com/wp-content/uploads/2026/09/07112111/chicken.jpg)](https://musebyclios.com/worldviews/aquamars-chickensanity-turns-mealtime-into-surreal-time/) by [Ads of the World](https://musebyclios.com/author_profile/ads-of-the-world/) [Aquamar’s ‘Chickensanity’ Turns Mealtime Into Surreal Time](https://musebyclios.com/worldviews/aquamars-chickensanity-turns-mealtime-into-surreal-time/) Featuring campaigns from Brazil, South Africa and Canada [![](https://cdn.musebyclios.com/wp-content/uploads/2026/08/31094213/WV.jpg)](https://musebyclios.com/worldviews/netflix-and-flipkart-cast-nosy-neighbors-trend-as-a-spectator-sport/) by [Ads of the World](https://musebyclios.com/author_profile/ads-of-the-world/) [Netflix and Flipkart Cast ‘Nosy Neighbors’ Trend as a Spectator Sport](https://musebyclios.com/worldviews/netflix-and-flipkart-cast-nosy-neighbors-trend-as-a-spectator-sport/) Great work from India, Morocco and Thailand [![](https://cdn.musebyclios.com/wp-content/uploads/2026/08/24105921/china-1.jpg)](https://musebyclios.com/worldviews/china-mobiles-wild-chase-through-time-and-space/) by [Ads of the World](https://musebyclios.com/author_profile/ads-of-the-world/) [China Mobile’s Romantic Chase Through Space and Time](https://musebyclios.com/worldviews/china-mobiles-wild-chase-through-time-and-space/) Plus great work from Burger King and Nedbank [![](https://cdn.musebyclios.com/wp-content/uploads/2026/08/17093550/pop.jpg)](https://musebyclios.com/worldviews/humans-dress-like-popcorners-and-romp-through-the-ages/) by [Ads of the World](https://musebyclios.com/author_profile/ads-of-the-world/) [Humans Dress Like PopCorners and Romp Through the Ages](https://musebyclios.com/worldviews/humans-dress-like-popcorners-and-romp-through-the-ages/) Superior campaigns from Mexico, Myanmar and Brazil [ ![Clio Sports 2026 NASCAR Emerging Creative](https://cdn.musebyclios.com/wp-content/uploads/2026/07/23134642/EBlast-300x250-2-1.png) ](https://info.clios.com/2026-clio-sports-emerging-creative-award-presented-by-nascar/?utm_source=MUSE&utm_medium=banner&utm_campaign=2026_Emerging_Creative_Award,_Presented_by_NASCAR&utm_content=ad_id_2412) [![](https://cdn.musebyclios.com/wp-content/uploads/2026/08/10104739/cap.jpg)](https://musebyclios.com/worldviews/budget-directs-space-capsule-crashes-your-pool-party/) by [Ads of the World](https://musebyclios.com/author_profile/ads-of-the-world/) [Budget Direct’s Space Capsule Crashes Your Pool Party](https://musebyclios.com/worldviews/budget-directs-space-capsule-crashes-your-pool-party/) Global greats from Australia, Canada and Paraguay [![](https://cdn.musebyclios.com/wp-content/uploads/2026/08/03093541/kPOP.jpg)](https://musebyclios.com/worldviews/k-pop-royalty-s-coups-and-mingyu-stay-nutrl-and-more-global-greats/) by [Ads of the World](https://musebyclios.com/author_profile/ads-of-the-world/) [K-Pop Royalty S.Coups and Mingyu Stay NÜTRL—and More Global Greats](https://musebyclios.com/worldviews/k-pop-royalty-s-coups-and-mingyu-stay-nutrl-and-more-global-greats/) Campaigns from South Korea, New Zealand and Algeria [![](https://cdn.musebyclios.com/wp-content/uploads/2026/07/27082557/pum2.jpg)](https://musebyclios.com/worldviews/puma-helps-runners-take-giant-steps-forward-and-more-global-greats/) by [Ads of the World](https://musebyclios.com/author_profile/ads-of-the-world/) [Puma Helps Runners Take Giant Steps Forward—and More Global Greats](https://musebyclios.com/worldviews/puma-helps-runners-take-giant-steps-forward-and-more-global-greats/) Campaigns repping Singapore, India and Chile [![](https://cdn.musebyclios.com/wp-content/uploads/2026/07/20151708/WV1-1.jpg)](https://musebyclios.com/worldviews/this-quietly-stirring-message-spotlights-hope-in-the-fight-against-cancer/) by [Ads of the World](https://musebyclios.com/author_profile/ads-of-the-world/) [This Quietly Stirring Message Spotlights Hope in the Fight Against Cancer](https://musebyclios.com/worldviews/this-quietly-stirring-message-spotlights-hope-in-the-fight-against-cancer/) Global greats from Australia, Brazil and Mexico [ ![Clio Sports 2026 NASCAR Emerging Creative](https://cdn.musebyclios.com/wp-content/uploads/2026/07/23134747/728x90-8-1-1.png) ](https://info.clios.com/2026-clio-sports-emerging-creative-award-presented-by-nascar/?utm_source=MUSE&utm_medium=banner&utm_campaign=2026_Emerging_Creative_Award,_Presented_by_NASCAR&utm_content=ad_id_2415) [Eurovisions](https://musebyclios.com/category/eurovisions/) [![](https://cdn.musebyclios.com/wp-content/uploads/2026/09/31152455/MCD.jpg)](https://musebyclios.com/eurovisions/lets-watch-xbox-characters-drop-by-mcdonalds-for-lunch/) by [Ads of the World](https://musebyclios.com/author_profile/ads-of-the-world/) [Let’s Watch Xbox Characters Drop by McDonald’s for Lunch](https://musebyclios.com/eurovisions/lets-watch-xbox-characters-drop-by-mcdonalds-for-lunch/) Great work from the U.K., the Netherlands and Ireland [![](https://cdn.musebyclios.com/wp-content/uploads/2026/08/17133602/bet.jpg)](https://musebyclios.com/eurovisions/betclic-rides-a-tractor-across-portugal-all-for-the-love-of-soccer/) by [Ads of the World](https://musebyclios.com/author_profile/ads-of-the-world/) [Betclic Drives a Tractor Across Portugal, All for the Love of Soccer](https://musebyclios.com/eurovisions/betclic-rides-a-tractor-across-portugal-all-for-the-love-of-soccer/) Also featuring great work from the U.K. and Germany [![](https://cdn.musebyclios.com/wp-content/uploads/2026/08/03140805/rye.jpg)](https://musebyclios.com/eurovisions/melancholy-danes-on-holiday-receive-an-emergency-slice-of-rye-bread/) by [Ads of the World](https://musebyclios.com/author_profile/ads-of-the-world/) [Melancholy Danes on Holiday Receive an ‘Emergency Slice’ of Rye Bread](https://musebyclios.com/eurovisions/melancholy-danes-on-holiday-receive-an-emergency-slice-of-rye-bread/) European highlights from Slovakia, the U.K. and Denmark [![](https://cdn.musebyclios.com/wp-content/uploads/2026/07/20111357/DUM.jpg)](https://musebyclios.com/eurovisions/twix-doubles-the-weirdness-with-ventriloquist-dummies/) by [Ads of the World](https://musebyclios.com/author_profile/ads-of-the-world/) [Twix Doubles the Weirdness With Ventriloquist Dummies](https://musebyclios.com/eurovisions/twix-doubles-the-weirdness-with-ventriloquist-dummies/) Plus more great work from Europe [ ![Clio Sports 2026 NASCAR Emerging Creative](https://cdn.musebyclios.com/wp-content/uploads/2026/07/23134642/EBlast-300x250-2-1.png) ](https://info.clios.com/2026-clio-sports-emerging-creative-award-presented-by-nascar/?utm_source=MUSE&utm_medium=banner&utm_campaign=2026_Emerging_Creative_Award,_Presented_by_NASCAR&utm_content=ad_id_2412) [![](https://cdn.musebyclios.com/wp-content/uploads/2026/07/06092010/EURO.jpg)](https://musebyclios.com/eurovisions/jason-sudeikis-taps-into-world-cup-fever-for-visa/) by [Ads of the World](https://musebyclios.com/author_profile/ads-of-the-world/) [Jason Sudeikis Taps Into World Cup Fever for Visa](https://musebyclios.com/eurovisions/jason-sudeikis-taps-into-world-cup-fever-for-visa/) Plus L’OR gets sinful and Gosh! goes ‘Mad About Veg’ [![](https://cdn.musebyclios.com/wp-content/uploads/2026/06/22110530/toyota-2.jpg)](https://musebyclios.com/eurovisions/toyotas-sweet-pup-tells-a-tale-of-loyalty-and-devotion/) by [Ads of the World](https://musebyclios.com/author_profile/ads-of-the-world/) [Toyota’s Sweet Pup Tells a Tale of Loyalty and Devotion](https://musebyclios.com/eurovisions/toyotas-sweet-pup-tells-a-tale-of-loyalty-and-devotion/) Featuring campaigns from Georgia, the U.K. and France [![](https://cdn.musebyclios.com/wp-content/uploads/2026/06/08141811/SCOT-1.jpg)](https://musebyclios.com/eurovisions/footballers-flop-in-dramatic-roles-and-other-great-world-cup-ads-from-europe/) by [Ads of the World](https://musebyclios.com/author_profile/ads-of-the-world/) [Footballers Flop in Dramatic Roles—and Other Great World Cup Ads From Europe](https://musebyclios.com/eurovisions/footballers-flop-in-dramatic-roles-and-other-great-world-cup-ads-from-europe/) With Orange, Irn-Bru, FC Barcelona x Spotify, Tennent’s Lager, Paddy Power and more [![](https://cdn.musebyclios.com/wp-content/uploads/2026/05/27091249/EV-2.jpg)](https://musebyclios.com/eurovisions/vans-surreal-circuit-of-amsterdam-and-more-european-highlights/) by [Ads of the World](https://musebyclios.com/author_profile/ads-of-the-world/) [Vans’ Surreal Circuit of Amsterdam and More European Highlights](https://musebyclios.com/eurovisions/vans-surreal-circuit-of-amsterdam-and-more-european-highlights/) Plus Ford, Washbox and Renault [Ad of the Week](https://musebyclios.com/category/ad-of-the-week/) [![](https://cdn.musebyclios.com/wp-content/uploads/2026/09/04085728/snickers2.jpg)](https://musebyclios.com/advertising/snickers-says-even-ai-isnt-itself-when-its-hungry/) by [David Gianatasio](https://musebyclios.com/author_profile/david-gianatasio/) [Even AI Isn’t Itself When It’s Hungry, Snickers Says](https://musebyclios.com/advertising/snickers-says-even-ai-isnt-itself-when-its-hungry/) Who needs IT when you’ve got candy bars? [![](https://cdn.musebyclios.com/wp-content/uploads/2026/09/03102831/HUM-last.jpg)](https://musebyclios.com/ad-of-the-week/betc-paris-stages-9-births-from-different-eras-to-hype-humankind-2/) by [David Gianatasio](https://musebyclios.com/author_profile/david-gianatasio/) [BETC Paris Stages 9 Births From Different Eras to Hype ‘Humankind 2’](https://musebyclios.com/ad-of-the-week/betc-paris-stages-9-births-from-different-eras-to-hype-humankind-2/) Time-tripping from the POV of a baby entering the world [![](https://cdn.musebyclios.com/wp-content/uploads/2026/08/21095540/DD7-1.jpg)](https://musebyclios.com/advertising/doordash-reframes-its-pitch-with-artful-storytelling-that-puts-parents-in-the-picture/) by [David Gianatasio](https://musebyclios.com/author_profile/david-gianatasio/) [DoorDash Reframes Its Pitch, With Artful Storytelling That Puts Parents in the Picture](https://musebyclios.com/advertising/doordash-reframes-its-pitch-with-artful-storytelling-that-puts-parents-in-the-picture/) Real drop-off photos open doors [![](https://cdn.musebyclios.com/wp-content/uploads/2026/08/17200325/net1.jpg)](https://musebyclios.com/musings/netflix-built-a-house-on-top-of-a-billboard-on-sunset-blvd-and-its-kinda-genius/) by [Brian Rappaport](https://musebyclios.com/author_profile/brian-rappaport/) [Netflix Built a House on a Sunset Blvd. Billboard, and It’s Kinda Genius](https://musebyclios.com/musings/netflix-built-a-house-on-top-of-a-billboard-on-sunset-blvd-and-its-kinda-genius/) The campaign worked so well because the idea came directly from the story [ ![Clio Sports 2026 - Final Deadline](https://cdn.musebyclios.com/wp-content/uploads/2026/08/17110027/300x250-6-1.png) ](https://clios.com/clio-sports/entry-information/key-dates//?utm_source=MUSE&utm_medium=banner&utm_campaign=CS26_Final_Deadline&utm_content=ad_id_2445) [![](https://cdn.musebyclios.com/wp-content/uploads/2026/08/11194129/hair3.jpg)](https://musebyclios.com/health/heres-the-story-behind-k18s-giant-hairball-thats-been-rolling-around-nyc/) by [David Gianatasio](https://musebyclios.com/author_profile/david-gianatasio/) [Here’s the Story Behind That Giant Hairball K18 Rolled Around NYC](https://musebyclios.com/health/heres-the-story-behind-k18s-giant-hairball-thats-been-rolling-around-nyc/) A massive mix of human and synthetic strands. The thing’s 10 feet high! [![](https://cdn.musebyclios.com/wp-content/uploads/2026/08/05091250/NEW-C.jpg)](https://musebyclios.com/advertising/tmi-doordashs-app-based-storefront-is-downright-cringe/) by [David Gianatasio](https://musebyclios.com/author_profile/david-gianatasio/) [TMI: DoorDash’s App-Based Storefront Is Downright Cringe](https://musebyclios.com/advertising/tmi-doordashs-app-based-storefront-is-downright-cringe/) Everyone buys ultra-sensual, extra-large condoms and hemorrhoid cream sooner or later. Don’t they? [![](https://cdn.musebyclios.com/wp-content/uploads/2026/07/28153414/icart-1.jpg)](https://musebyclios.com/advertising/aisles-of-smiles-its-instacart-vs-male-shopper-memes/) by [David Gianatasio](https://musebyclios.com/author_profile/david-gianatasio/) [Aisles of Smiles? It’s Instacart vs. Male Shopper Memes](https://musebyclios.com/advertising/aisles-of-smiles-its-instacart-vs-male-shopper-memes/) Hannah Berner and Antoni Porowski star [![](https://cdn.musebyclios.com/wp-content/uploads/2026/07/20175333/messi-2-1.jpg)](https://musebyclios.com/sports/michelob-ultras-messi-tribute-is-like-the-man-himself-one-for-the-ages/) by [David Gianatasio](https://musebyclios.com/author_profile/david-gianatasio/) [Michelob Ultra’s Messi Tribute Is, Like the Man Himself, One for the Ages](https://musebyclios.com/sports/michelob-ultras-messi-tribute-is-like-the-man-himself-one-for-the-ages/) Argentina couldn’t win the World Cup, but Messi reigns supreme as football’s GOAT Culture & Creators [![](https://cdn.musebyclios.com/wp-content/uploads/2026/09/07152616/Alexandra-Mathieu.jpg)](https://musebyclios.com/2-minutes-with/open-influences-alexandra-mathieu-charts-the-future-of-creator-marketing/) by [Shahnaz Mahmud](https://musebyclios.com/author_profile/shahnaz-mahmud-3/) [Open Influence’s Alexandra Mathieu Charts the Future of Creator Marketing](https://musebyclios.com/2-minutes-with/open-influences-alexandra-mathieu-charts-the-future-of-creator-marketing/) ‘Creators are increasingly becoming multi-platform storytellers’ [![](https://cdn.musebyclios.com/wp-content/uploads/2026/08/03153402/1-e1785785664153.jpg)](https://musebyclios.com/culture-creators/best-brands-on-earth-reveals-august-guest-lineup/) by [Luz Corona](https://musebyclios.com/author_profile/luz-corona/) [‘Best Brands on Earth’ Reveals August Guest Lineup](https://musebyclios.com/culture-creators/best-brands-on-earth-reveals-august-guest-lineup/) The podcast from the Clios goes behind the scenes with the brands shaping culture [![](https://cdn.musebyclios.com/wp-content/uploads/2026/07/14104129/pod-3.jpeg)](https://musebyclios.com/culture-creators/best-brands-on-earth-kicks-off-with-mls-reveals-first-5-guests/) by [Luz 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award-winning work across 5 regions and 7 disciplines Awards [![](https://cdn.musebyclios.com/wp-content/uploads/2026/06/11144728/DB1_5155-scaled-e1781204009588.jpg)](https://musebyclios.com/health/top-5-moments-at-clio-health-2026-heartfelt-speeches-new-un-partnership-knicks-watch-party/) by [Luz Corona](https://musebyclios.com/author_profile/luz-corona/) [Top 5 Moments at Clio Health 2026: Heartfelt Speeches, New UN Partnership, Knicks Watch Party](https://musebyclios.com/health/top-5-moments-at-clio-health-2026-heartfelt-speeches-new-un-partnership-knicks-watch-party/) The evening brought together global leaders and inspiring advocates in health and wellness [![](https://cdn.musebyclios.com/wp-content/uploads/2026/06/11084024/COL.jpg)](https://musebyclios.com/health/how-the-period-uniform-fights-schoolroom-stigma-in-colombia/) by [David Gianatasio](https://musebyclios.com/author_profile/david-gianatasio/) [How ‘The Period Uniform’ Fights Schoolroom Stigma in 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The thing’s 10 feet high! 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Final Deadline](https://cdn.musebyclios.com/wp-content/uploads/2026/08/17105913/728x90-11-1.png) ](https://clios.com/clio-sports/entry-information/key-dates//?utm_source=MUSE&utm_medium=banner&utm_campaign=CS26_Final_Deadline&utm_content=ad_id_2450) [Cannabis](https://musebyclios.com/category/cannabis/) [![](https://cdn.musebyclios.com/wp-content/uploads/2026/08/09122536/Jeff-Freeman-2.jpg)](https://musebyclios.com/2-minutes-with/jeff-freeman-of-mfused-combines-real-time-trends-and-retail-analytics-to-move-brands-forward/) by [Shahnaz Mahmud](https://musebyclios.com/author_profile/shahnaz-mahmud-3/) [Jeff Freeman of Mfused Combines Real-Time Trends and Retail Analytics to Move Brands Forward](https://musebyclios.com/2-minutes-with/jeff-freeman-of-mfused-combines-real-time-trends-and-retail-analytics-to-move-brands-forward/) Brands that win in cannabis will listen before they speak [![](https://cdn.musebyclios.com/wp-content/uploads/2026/07/20151252/Josh-Schmidt.jpg)](https://musebyclios.com/2-minutes-with/putting-cannabis-at-the-intersection-of-sports-fashion-and-community/) by [Shahnaz Mahmud](https://musebyclios.com/author_profile/shahnaz-mahmud-3/) [Putting Cannabis at the Intersection of Sports, Fashion and Community ](https://musebyclios.com/2-minutes-with/putting-cannabis-at-the-intersection-of-sports-fashion-and-community/) Josh Schmidt of Sluggers Hit dishes on the ‘first-mover advantage’ [![](https://cdn.musebyclios.com/wp-content/uploads/2026/07/15184940/Shavon-Sullivan-Wright.jpg)](https://musebyclios.com/advertising/how-the-grass-cabs-shavon-sullivan-wright-turned-tragedy-into-a-new-career/) by [Shahnaz Mahmud](https://musebyclios.com/author_profile/shahnaz-mahmud-3/) [How The Grass Cab’s Shavon Sullivan Wright Turned Tragedy Into a New Career](https://musebyclios.com/advertising/how-the-grass-cabs-shavon-sullivan-wright-turned-tragedy-into-a-new-career/) She works to close the gap in cannabis education [![](https://cdn.musebyclios.com/wp-content/uploads/2026/06/08094732/F-Mark-Shin.jpg)](https://musebyclios.com/2-minutes-with/mark-shin-of-mfused-on-the-mainstream-evolution-of-cannabis/) by [Shahnaz Mahmud](https://musebyclios.com/author_profile/shahnaz-mahmud-3/) [Mark Shin of Mfused on the Mainstream Evolution of Cannabis](https://musebyclios.com/2-minutes-with/mark-shin-of-mfused-on-the-mainstream-evolution-of-cannabis/) Streetwear’s ascent offers a roadmap [ ![Clio on Culture](https://cdn.musebyclios.com/wp-content/uploads/2026/07/08095448/Screenshot-2026-07-08-at-95337-AM.png) ](https://info.clios.com/clios-on-culture/?utm_source=MUSE&utm_medium=banner&utm_campaign=2026_Clios_on_Culture_Registration&utm_content=ad_id_2379) [![](https://cdn.musebyclios.com/wp-content/uploads/2026/04/15081842/JJ-new.jpg)](https://musebyclios.com/film-tv/cheech-marin-leads-jimmy-johns-4-20-dream-rotation/) by [David Gianatasio](https://musebyclios.com/author_profile/david-gianatasio/) [Cheech Marin Leads Jimmy John’s 4/20 Dream Rotation](https://musebyclios.com/film-tv/cheech-marin-leads-jimmy-johns-4-20-dream-rotation/) With a cast of celebrity tokers [![](https://cdn.musebyclios.com/wp-content/uploads/2026/02/08122457/Zach-Santarsiero.jpg)](https://musebyclios.com/2-minutes-with/zach-santarsiero-of-cannaplanners-cannabis-marketers-need-tighter-systems-and-more-reliable-data/) by [Shahnaz Mahmud](https://musebyclios.com/author_profile/shahnaz-mahmud-3/) [Zach Santarsiero of CannaPlanners: Cannabis Marketers Need Tighter Systems, Better Data](https://musebyclios.com/2-minutes-with/zach-santarsiero-of-cannaplanners-cannabis-marketers-need-tighter-systems-and-more-reliable-data/) Problem-solving in cannabis is essential—the rules, regulations and restrictions require it [![](https://cdn.musebyclios.com/wp-content/uploads/2026/01/16150613/Dave-Valese.jpg)](https://musebyclios.com/2-minutes-with/dave-valese-of-honeyprojects-on-the-importance-of-community-driven-marketing/) by [Shahnaz Mahmud](https://musebyclios.com/author_profile/shahnaz-mahmud-3/) [Dave Valese of HoneyProjects on the Importance of Community-Driven Marketing](https://musebyclios.com/2-minutes-with/dave-valese-of-honeyprojects-on-the-importance-of-community-driven-marketing/) Leveraging events, art collaborations and word-of-mouth [![](https://cdn.musebyclios.com/wp-content/uploads/2025/10/15062505/Sharoz-Makarechi.jpg)](https://musebyclios.com/2-minutes-with/sharoz-makarechi-of-substance-and-plaid-america-on-being-a-humanist/) by [Shahnaz Mahmud](https://musebyclios.com/author_profile/shahnaz-mahmud-3/) [Sharoz Makarechi of Substance and Plaid America Takes a Humanist Approach to Branding](https://musebyclios.com/2-minutes-with/sharoz-makarechi-of-substance-and-plaid-america-on-being-a-humanist/) Pushing for clean cannabis --- ### [About Muse by Clios](https://musebyclios.com/about-muse-by-clios/) **Published:** June 25, 2024 **Author:** Sarah Marty **Content:** Muse by Clios is an essential daily destination for creative people. We deliver thoughtfully curated content that furthers the Clios’ mission to celebrate bold creativity that inspires and connects the creators of today and tomorrow. Every day, we feature the latest campaigns, highlight creators and dive deep into cutting-edge work in entertainment, music, health, sports, tech, brand marketing and more. We serve an audience of aspiring and seasoned professionals content that fuels their creativity, demonstrates how bold ideas can drive commerce and culture, and builds upon the community founded by the Clios in 1959. We encourage you to sign up for our daily [newsletter](https://musebycl.io/newsletter). --- ### [Submission Requirements](https://musebyclios.com/submission-requirements-2/) **Published:** July 17, 2024 **Author:** Sarah Marty **Content:** **2 Minutes With** is our quick-hit interview series where we dive into the stories, inspirations, and favorite works of creatives and marketers. Want to learn more or be considered for a feature? Email us at[ editorial@clioawards.com](mailto:editorial@clioawards.com " editorial@clioawards.com"). **Black Tea** is a video series dedicated to amplifying the independent voices of Black women in advertising. If you identify as a Black woman in the industry and want to be featured, email us at . For questions about the show, reach out to us directly. Please note: We do not accept interviewee nominations or recommendations from agencies or third parties. **On Our Radar** is your go-to spotlight for standout creatives and creators working on non-ad and non-campaign projects that the industry needs to see. We celebrate passion projects that inspire and connect. Got an amazing podcast, a soon-to-launch book, an art exhibition, or an event that brings people together? We want to hear about it! Email us at [editorial@clioawards.com](mailto:editorial@clioawards.com "mailto:editorial@clioawards.com") to be considered for a feature. **Musings** is where industry thought leaders tackle the latest in creativity—news, trends, and viral buzz. Got a musing? Pitch us at ! **Art of the Album** is a weekly feature every Thursday looking at the craft of album-cover design. If you’d like to write for the series, or learn more about our Clio Music program email us at . --- ### [Sign up for the Newsletter](https://musebyclios.com/sign-up-for-the-museletter-2/) **Published:** June 25, 2024 **Author:** Sarah Marty **Content:** --- ### [Submission Requirements](https://musebyclios.com/submission-requirements/) **Published:** June 18, 2024 **Author:** Sarah Marty **Content:** # Submission Requirements Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. --- ### [Section Two](https://musebyclios.com/section-two/) **Published:** May 9, 2024 **Author:** Muse **Content:** [ ![Clio Sports 2026 - Final Deadline](https://cdn.musebyclios.com/wp-content/uploads/2026/08/17105913/728x90-11-1.png) ](https://clios.com/clio-sports/entry-information/key-dates//?utm_source=MUSE&utm_medium=banner&utm_campaign=CS26_Final_Deadline&utm_content=ad_id_2450) [![](https://cdn.musebyclios.com/wp-content/uploads/2026/09/10172949/zoo2.jpg)](https://musebyclios.com/2-minutes-with/how-one-creative-finished-his-late-mothers-childrens-book/) [2 Minutes With](https://musebyclios.com/category/2-minutes-with/) by [Luz Corona](https://musebyclios.com/author_profile/luz-corona/) [How One Creative Finished His Late Mother’s Children’s Book](https://musebyclios.com/2-minutes-with/how-one-creative-finished-his-late-mothers-childrens-book/) From navigating dyslexia to embracing collaboration, Brett Williams completed what was left behind [![](https://musebyclios.com/wp-content/themes/timberland/theme/assets/images/sample_featured_primary.png)](https://musebyclios.com/section-two/) Category by [Section Two](https://musebyclios.com/section-two/) [Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor](https://musebyclios.com/section-two/) [![](https://musebyclios.com/wp-content/themes/timberland/theme/assets/images/sample_featured_primary.png)](https://musebyclios.com/section-two/) Category by [Section Two](https://musebyclios.com/section-two/) [Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor](https://musebyclios.com/section-two/) [![](https://musebyclios.com/wp-content/themes/timberland/theme/assets/images/sample_featured_primary.png)](https://musebyclios.com/section-two/) Category by [Section Two](https://musebyclios.com/section-two/) [Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor](https://musebyclios.com/section-two/) [ ![Clio Sports 2026 - Final Deadline](https://cdn.musebyclios.com/wp-content/uploads/2026/08/17105913/728x90-11-1.png) ](https://clios.com/clio-sports/entry-information/key-dates//?utm_source=MUSE&utm_medium=banner&utm_campaign=CS26_Final_Deadline&utm_content=ad_id_2450) [![](https://cdn.musebyclios.com/wp-content/uploads/2026/09/04092932/snickers-tattoo1-1.jpg)](https://musebyclios.com/advertising/snickers-ai-spoof-sure-satisfies-as-weeks-best-ad/) [Advertising](https://musebyclios.com/category/advertising/) by [David Gianatasio](https://musebyclios.com/author_profile/david-gianatasio/) [Snickers’ AI Spoof Sure Satisfies as Week’s Best Ad](https://musebyclios.com/advertising/snickers-ai-spoof-sure-satisfies-as-weeks-best-ad/) Poshmark, Caesars Sportsbook, Coke and IKEA round out our Top 5 [![](https://cdn.musebyclios.com/wp-content/uploads/2026/09/04143912/ikea-screen-1.jpg)](https://musebyclios.com/advertising/to-tout-its-buyback-service-in-saudi-arabia-ikea-gets-everything-backwards/) [Advertising](https://musebyclios.com/category/advertising/) by [David Gianatasio](https://musebyclios.com/author_profile/david-gianatasio/) [To Tout Its Buyback Service in Saudi Arabia, IKEA Gets Everything Backwards](https://musebyclios.com/advertising/to-tout-its-buyback-service-in-saudi-arabia-ikea-gets-everything-backwards/) Stunning reversals from Droga5 [![](https://cdn.musebyclios.com/wp-content/uploads/2026/09/04085728/snickers2.jpg)](https://musebyclios.com/advertising/snickers-says-even-ai-isnt-itself-when-its-hungry/) [Ad of the Week](https://musebyclios.com/category/ad-of-the-week/) by [David Gianatasio](https://musebyclios.com/author_profile/david-gianatasio/) [Even AI Isn’t Itself When It’s Hungry, Snickers Says](https://musebyclios.com/advertising/snickers-says-even-ai-isnt-itself-when-its-hungry/) Who needs IT when you’ve got candy bars? 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Take It From Coke: ‘The World Will Wait’](https://musebyclios.com/advertising/dont-work-so-hard-take-it-from-coke-the-world-will-wait/) Wild humor and lots of surprises from Ogilvy in Singapore and Thailand [![](https://cdn.musebyclios.com/wp-content/uploads/2026/08/31154413/common-bmw-i.jpg)](https://musebyclios.com/advertising/for-bmw-common-visits-a-world-where-all-the-batteries-fail/) [Advertising](https://musebyclios.com/category/advertising/) by [David Gianatasio](https://musebyclios.com/author_profile/david-gianatasio/) [For BMW, Common Visits a World Where the Batteries Begin to Fail](https://musebyclios.com/advertising/for-bmw-common-visits-a-world-where-all-the-batteries-fail/) GS&P and Henry Hobson bring a tech nightmare to life with smooth humor [![](https://cdn.musebyclios.com/wp-content/uploads/2026/08/31110623/AIR-tops.jpg)](https://musebyclios.com/advertising/how-air-staged-the-shortest-cmo-tenure-in-its-history-to-combat-ai-slop/) [Advertising](https://musebyclios.com/category/advertising/) by [Luz Corona](https://musebyclios.com/author_profile/luz-corona/) [How Air Engineered the Shortest CMO Tenure in Its History to Combat AI Slop](https://musebyclios.com/advertising/how-air-staged-the-shortest-cmo-tenure-in-its-history-to-combat-ai-slop/) Lauded marketer Eric Toda helped shape the tech brand’s hilarious mockumentary [![](https://cdn.musebyclios.com/wp-content/uploads/2026/08/31083444/pete1.jpg)](https://musebyclios.com/advertising/9-11-day-message-with-pete-davidson-sounds-the-call-for-unity/) [Advertising](https://musebyclios.com/category/advertising/) by [Shahnaz Mahmud](https://musebyclios.com/author_profile/shahnaz-mahmud-3/) [9/11 Message With Pete Davidson Sounds the Call for Unity](https://musebyclios.com/advertising/9-11-day-message-with-pete-davidson-sounds-the-call-for-unity/) The comedian lost his dad, an NYC firefighter, that day [![](https://cdn.musebyclios.com/wp-content/uploads/2026/09/02162102/Scot-Crane.jpg)](https://musebyclios.com/film-tv/video-editor-scot-cranes-advice-follow-your-passion/) [2 Minutes With](https://musebyclios.com/category/2-minutes-with/) by [Shahnaz Mahmud](https://musebyclios.com/author_profile/shahnaz-mahmud-3/) [Video Editor Scot Crane’s Advice: Follow Your Passion, Wherever It Leads](https://musebyclios.com/film-tv/video-editor-scot-cranes-advice-follow-your-passion/) He cut Anthropic’s lauded Super Bowl campaign [![](https://cdn.musebyclios.com/wp-content/uploads/2026/09/02095251/ford-1-1-1.jpg)](https://musebyclios.com/film-tv/harrison-ford-and-michael-j-fox-unite-for-parkinsons-appeal/) [Film and TV](https://musebyclios.com/category/film-tv/) by [David Gianatasio](https://musebyclios.com/author_profile/david-gianatasio/) [Harrison Ford and Michael J. Fox Unite for Parkinson’s Appeal](https://musebyclios.com/film-tv/harrison-ford-and-michael-j-fox-unite-for-parkinsons-appeal/) They offer tips on what to say when a friend tells you they have the disorder [![](https://cdn.musebyclios.com/wp-content/uploads/2026/08/18165823/Paw-Patrol_HMN_1-THIS-MAIN.jpeg)](https://musebyclios.com/film-tv/paramount-sees-its-latest-paw-patrol-movie-as-a-family-bonding-experience/) [Experiential](https://musebyclios.com/category/experiential/) by [Shahnaz Mahmud](https://musebyclios.com/author_profile/shahnaz-mahmud-3/) [Paramount Sees Its Latest ‘PAW Patrol’ Flick as a Family Bonding Experience](https://musebyclios.com/film-tv/paramount-sees-its-latest-paw-patrol-movie-as-a-family-bonding-experience/) Experiential creates goodwill and memories for fans. Pets get a movie makeover [![](https://cdn.musebyclios.com/wp-content/uploads/2026/08/19093116/walls-top-1.jpg)](https://musebyclios.com/film-tv/winking-at-famous-psas-four-walls-asks-its-10-p-m-do-you-know-where-your-friends-are/) [Film and TV](https://musebyclios.com/category/film-tv/) by [David Gianatasio](https://musebyclios.com/author_profile/david-gianatasio/) [Winking at Vintage PSAs, Four Walls Asks, ‘It’s 10 P.M. Do You Know Where Your Friends Are?’](https://musebyclios.com/film-tv/winking-at-famous-psas-four-walls-asks-its-10-p-m-do-you-know-where-your-friends-are/) Celeb-powered whiskey brand pours on the nostalgia [ ![Best Brands on Earth Podcast](https://cdn.musebyclios.com/wp-content/uploads/2026/07/20102113/BBOE-Banner-Ad-3-600-x-500-1.png) ](https://bestbrandsonearth.com/podcast) [![](https://cdn.musebyclios.com/wp-content/uploads/2026/08/18123159/2290544242-scaled-e1787070950792.jpg)](https://musebyclios.com/film-tv/on-the-scene-at-disneys-d23-community-camaraderie-and-wild-shrieking/) [Film and TV](https://musebyclios.com/category/film-tv/) by [T.L. Stanley](https://musebyclios.com/author_profile/t-l-stanley/) [On the Scene at Disney’s D23: Community, Camaraderie and Wild Shrieking](https://musebyclios.com/film-tv/on-the-scene-at-disneys-d23-community-camaraderie-and-wild-shrieking/) The event drew superfans and mega-brands [![](https://cdn.musebyclios.com/wp-content/uploads/2026/08/03110306/Hollywood-In-Pixels-Header-Image-1-e1785769456500.jpg)](https://musebyclios.com/film-tv/what-happens-to-movie-marketing-after-the-box-office-numbers-roll-in/) [Film and TV](https://musebyclios.com/category/film-tv/) by [Ashley Falls](https://musebyclios.com/author_profile/ashley-falls/) [What Happens to Movie Marketing After the Box Office Numbers Roll In?](https://musebyclios.com/film-tv/what-happens-to-movie-marketing-after-the-box-office-numbers-roll-in/) How Hollywood in Pixels prevents erasure of creative history [![](https://cdn.musebyclios.com/wp-content/uploads/2026/07/29093835/lohan-3-1.jpg)](https://musebyclios.com/film-tv/lindsay-lohan-amy-sedaris-do-a-double-take-for-reeses-oreo-cups/) [Film and TV](https://musebyclios.com/category/film-tv/) by [David Gianatasio](https://musebyclios.com/author_profile/david-gianatasio/) [Lindsay Lohan, Amy Sedaris Do a Double Take for Reese’s Oreo Cups](https://musebyclios.com/film-tv/lindsay-lohan-amy-sedaris-do-a-double-take-for-reeses-oreo-cups/) Patricia Arquette makes her commercial directing debut [![](https://cdn.musebyclios.com/wp-content/uploads/2026/07/28114811/Mike-Nicoll.jpg)](https://musebyclios.com/2-minutes-with/mike-nicoll-says-his-latest-filmmaking-experience-changed-the-way-he-sees-the-world/) [2 Minutes With](https://musebyclios.com/category/2-minutes-with/) by [Shahnaz Mahmud](https://musebyclios.com/author_profile/shahnaz-mahmud-3/) [Mike Nicoll Says His Latest Filmmaking Experience Changed the Way He Sees the World](https://musebyclios.com/2-minutes-with/mike-nicoll-says-his-latest-filmmaking-experience-changed-the-way-he-sees-the-world/) His new documentary probes Bitcoin’s role in the NBA [![](https://cdn.musebyclios.com/wp-content/uploads/2026/09/10121121/pey.jpg)](https://musebyclios.com/sports/brushing-up-nationwide-kicks-off-the-nfl-season-with-peyton-manning/) [Sports](https://musebyclios.com/category/sports/) by [Christine Champagne](https://musebyclios.com/author_profile/christine-champagne/) [Brushing Up: Nationwide Kicks Off the NFL Season With Peyton Manning](https://musebyclios.com/sports/brushing-up-nationwide-kicks-off-the-nfl-season-with-peyton-manning/) ‘Paintin’ Manning’ makes an artful return [![](https://cdn.musebyclios.com/wp-content/uploads/2026/09/09135647/nba-caitlin-1.jpg)](https://musebyclios.com/sports/its-a-whole-new-ballgame-for-nba-2k/) [Gaming](https://musebyclios.com/category/gaming/) by [David Gianatasio](https://musebyclios.com/author_profile/david-gianatasio/) [It’s a Whole New Ballgame for ‘NBA 2K’](https://musebyclios.com/sports/its-a-whole-new-ballgame-for-nba-2k/) The brand seeks to play in broader hoops culture [![](https://cdn.musebyclios.com/wp-content/uploads/2026/09/04111059/cae1.jpg)](https://musebyclios.com/sports/clay-matthews-gets-preposterously-pumped-up-for-caesars-sportsbook/) [Sports](https://musebyclios.com/category/sports/) by [David Gianatasio](https://musebyclios.com/author_profile/david-gianatasio/) [Clay Matthews Gets Preposterously Pumped Up for Caesars Sportsbook](https://musebyclios.com/sports/clay-matthews-gets-preposterously-pumped-up-for-caesars-sportsbook/) No one was betting on this transformation [![](https://cdn.musebyclios.com/wp-content/uploads/2026/09/03214454/Vasco-da-Gama-Shirt-e1788486319488.jpg)](https://musebyclios.com/sports/nike-sets-sail-with-nautical-themes-for-brazilian-soccer-club/) [Sports](https://musebyclios.com/category/sports/) by [Shahnaz Mahmud](https://musebyclios.com/author_profile/shahnaz-mahmud-3/) [Nike Sails With Nautical Themes for Brazilian Soccer Club](https://musebyclios.com/sports/nike-sets-sail-with-nautical-themes-for-brazilian-soccer-club/) Vasco da Gama deepens ties with its fans [ ![Best Brands on Earth Podcast](https://cdn.musebyclios.com/wp-content/uploads/2026/07/20102113/BBOE-Banner-Ad-3-600-x-500-1.png) ](https://bestbrandsonearth.com/podcast) [![](https://cdn.musebyclios.com/wp-content/uploads/2026/09/03122042/2026-US-MVP-Dip-Collection-Ranch-Strip-Dip-Ghost-Pepper-1200x800-5b2df79.jpeg)](https://musebyclios.com/sports/dq-puts-mascots-front-and-center-for-college-football-ad-play/) [Sports](https://musebyclios.com/category/sports/) by [Shahnaz Mahmud](https://musebyclios.com/author_profile/shahnaz-mahmud-3/) [DQ Puts Mascots Front and Center for College Football Ad Play](https://musebyclios.com/sports/dq-puts-mascots-front-and-center-for-college-football-ad-play/) Playful spots ask diners to ‘dip chicken—not mascots’ [![](https://cdn.musebyclios.com/wp-content/uploads/2026/09/02113447/tebow3-1.jpg)](https://musebyclios.com/sports/nissan-shutters-heisman-house-casts-tebow-hunter-and-henry-in-faux-spokesperson-competition/) [Sports](https://musebyclios.com/category/sports/) by [David Gianatasio](https://musebyclios.com/author_profile/david-gianatasio/) [Nissan Shutters ‘Heisman House,’ Casts Tebow, Hunter and Henry in Faux Spokesperson Competition](https://musebyclios.com/sports/nissan-shutters-heisman-house-casts-tebow-hunter-and-henry-in-faux-spokesperson-competition/) After 15 years, automaker radically changes its annual NFL-themed campaign [![](https://cdn.musebyclios.com/wp-content/uploads/2026/08/31154650/earn-more-cloud-2.jpg)](https://musebyclios.com/sports/top-nfl-draft-pick-fernando-mendoza-call-plays-for-u-s-bank/) [Sports](https://musebyclios.com/category/sports/) by [David Gianatasio](https://musebyclios.com/author_profile/david-gianatasio/) [Top NFL Draft Pick Fernando Mendoza Call Plays for U.S. Bank](https://musebyclios.com/sports/top-nfl-draft-pick-fernando-mendoza-call-plays-for-u-s-bank/) He finds answers in the cloud, as a cute cumulus floats by [![](https://cdn.musebyclios.com/wp-content/uploads/2026/08/28172942/hamm.jpg)](https://musebyclios.com/sports/betting-apps-make-culture-plays-with-kevin-hart-nick-jonas-and-jon-hamm/) [Sports](https://musebyclios.com/category/sports/) by [David Gianatasio](https://musebyclios.com/author_profile/david-gianatasio/) [Betting Apps Make Culture Plays With Kevin Hart, Nick Jonas and Jon Hamm](https://musebyclios.com/sports/betting-apps-make-culture-plays-with-kevin-hart-nick-jonas-and-jon-hamm/) The latest from DraftKings, BetMGM, bet365 [ ![Clio Sports 2026 NASCAR Emerging Creative](https://cdn.musebyclios.com/wp-content/uploads/2026/07/23134747/728x90-8-1-1.png) ](https://info.clios.com/2026-clio-sports-emerging-creative-award-presented-by-nascar/?utm_source=MUSE&utm_medium=banner&utm_campaign=2026_Emerging_Creative_Award,_Presented_by_NASCAR&utm_content=ad_id_2415) --- ### [Sample Page](https://musebyclios.com/sample-page/) **Published:** May 7, 2024 **Author:** musebycliosdev **Content:** This is an example page. It’s different from a blog post because it will stay in one place and will show up in your site navigation (in most themes). Most people start with an About page that introduces them to potential site visitors. It might say something like this: > Hi there! I’m a bike messenger by day, aspiring actor by night, and this is my website. I live in Los Angeles, have a great dog named Jack, and I like piña coladas. (And gettin’ caught in the rain.) …or something like this: > The XYZ Doohickey Company was founded in 1971, and has been providing quality doohickeys to the public ever since. Located in Gotham City, XYZ employs over 2,000 people and does all kinds of awesome things for the Gotham community. As a new WordPress user, you should go to [your dashboard](https://musebyclios.com/wp-admin/) to delete this page and create new pages for your content. Have fun! --- ## Categories ### [Uncategorized](https://musebyclios.com/category/uncategorized/) --- ### [Music](https://musebyclios.com/category/music/) --- ### [Film and TV](https://musebyclios.com/category/film-tv/) --- ### [Advertising](https://musebyclios.com/category/advertising/) --- ### [Art of the Album](https://musebyclios.com/category/art-of-the-album/) --- ### [Musings](https://musebyclios.com/category/musings/) --- ### [Sports](https://musebyclios.com/category/sports/) --- ### [LIVE ENTERTAINMENT](https://musebyclios.com/category/live-entertainment/) --- ### [Health and Wellness](https://musebyclios.com/category/health/) --- ### [Super Bowl](https://musebyclios.com/category/super-bowl/) --- ### [Awards](https://musebyclios.com/category/awards/) --- ### [2 Minutes With](https://musebyclios.com/category/2-minutes-with/) --- ### [Art](https://musebyclios.com/category/art/) --- ### [On Brand](https://musebyclios.com/category/on-brand/) --- ### [Fashion and Beauty](https://musebyclios.com/category/fashion-and-beauty/) --- ### [Obsessed](https://musebyclios.com/category/obsessed/) --- ### [Black Tea](https://musebyclios.com/category/black-tea/) --- ### [Eurovisions](https://musebyclios.com/category/eurovisions/) --- ### [Worldviews](https://musebyclios.com/category/worldviews/) --- ### [Cannabis](https://musebyclios.com/category/cannabis/) --- ### [Ad of the Week](https://musebyclios.com/category/ad-of-the-week/) --- ### [Culture and Creators](https://musebyclios.com/category/culture-creators/) --- ### [Partner Content](https://musebyclios.com/category/partner-content/) --- ### [Makers](https://musebyclios.com/category/makers/) --- ### [Ads of the World](https://musebyclios.com/category/ads-of-the-world/) --- ### [Gaming](https://musebyclios.com/category/gaming/) --- ### [Travel](https://musebyclios.com/category/travel/) --- ### [Building Passionate Communities](https://musebyclios.com/category/building-passionate-communities/) --- ### [Checkup](https://musebyclios.com/category/checkup/) --- ### [Design](https://musebyclios.com/category/design/) --- ### [Creative Journey](https://musebyclios.com/category/creative-journey/) --- ### [News Briefs](https://musebyclios.com/category/news-briefs/) --- ### [Behind the Scenes](https://musebyclios.com/category/behind-the-scenes/) --- ### [Reinventions](https://musebyclios.com/category/reinventions/) --- ### [Environment](https://musebyclios.com/category/environment/) --- ### [DEI](https://musebyclios.com/category/dei/) --- ### [Clio Awards](https://musebyclios.com/category/clio-awards/) --- ### [Experiential](https://musebyclios.com/category/experiential/) --- ### [Data and Creativity](https://musebyclios.com/category/data-creativity/) --- ### [Work and Life](https://musebyclios.com/category/work-life/) --- ### [Creators](https://musebyclios.com/category/creators/) --- ### [Digital and Data](https://musebyclios.com/category/digital-data/) --- ### [Culinary](https://musebyclios.com/category/culinary/) --- ### [Talent](https://musebyclios.com/category/talent/) --- ### [Year in Review](https://musebyclios.com/category/year-in-review/) --- ### [Creative Cities](https://musebyclios.com/category/creative-cities/) --- ### [Backstory](https://musebyclios.com/category/backstory/) --- ### [Legends](https://musebyclios.com/category/legends/) --- ### [Time-Out](https://musebyclios.com/category/time-out/) --- ### [Higher Calling](https://musebyclios.com/category/higher-calling/) --- ### [SXSW](https://musebyclios.com/category/sxsw/) --- ### [Liner Notes](https://musebyclios.com/category/liner-notes/) --- ### [Tagline](https://musebyclios.com/category/tagline/) --- ### [Failing Up](https://musebyclios.com/category/failing-up/) --- ### [Workspace](https://musebyclios.com/category/workspace/) --- ### [Reopenings](https://musebyclios.com/category/reopenings/) --- ### [Postscript](https://musebyclios.com/category/postscript/) --- ### [Art of the Trailer](https://musebyclios.com/category/art-of-the-trailer/) --- ### [Art of the Gamer](https://musebyclios.com/category/art-of-the-gamer/) --- ### [First Note](https://musebyclios.com/category/first-note/) --- ### [Long Story Short](https://musebyclios.com/category/long-story-short/) --- ### [Creative Brief](https://musebyclios.com/category/creative-brief/) --- ### [Creative Mentor Series](https://musebyclios.com/category/creative-mentor-series/) --- ### [Music in Film](https://musebyclios.com/category/music-in-film/) --- ### [Muse and AdColor](https://musebyclios.com/category/muse-adcolor/) --- ### [Muse in Cannes](https://musebyclios.com/category/muse-in-cannes/) --- ### [Fashion & Beauty](https://musebyclios.com/category/fashion-beauty/) --- ### [Clio Music](https://musebyclios.com/category/clio-music/) --- ### [Clio Sports](https://musebyclios.com/category/clio-sports/) --- ### [Pride](https://musebyclios.com/category/pride/) --- ### [AI](https://musebyclios.com/category/ai/) --- ### [On Trend](https://musebyclios.com/category/on-trend/) --- ### [AI Update](https://musebyclios.com/category/ai-update/) --- ### [Creative HQ](https://musebyclios.com/category/creative-hq/) --- ### [Nicole Purcell](https://musebyclios.com/category/nicole-purcell/) --- ## Companies ### [Brand New School](https://musebyclios.com/company/brand-new-school/) --- ### [Mechanica](https://musebyclios.com/company/mechanica/) --- ### [Glow](https://musebyclios.com/company/glow/) --- ### [BBDO](https://musebyclios.com/company/bbdo/) --- ### [Final Cut](https://musebyclios.com/company/final-cut/) --- ### [UNIT9](https://musebyclios.com/company/unit9/) --- ### [David&Goliath](https://musebyclios.com/company/davidgoliath/) --- ### [Leo Burnett](https://musebyclios.com/company/leo-burnett/) --- ### [Barkley](https://musebyclios.com/company/barkley/) --- ### [TBD](https://musebyclios.com/company/tbd/) --- ### [Situation Group](https://musebyclios.com/company/situation-group/) --- ### [VML](https://musebyclios.com/company/vml/) --- ### [Burns Group](https://musebyclios.com/company/burns-group/) --- ### [RAPP](https://musebyclios.com/company/rapp/) --- ### [Sid Lee](https://musebyclios.com/company/sid-lee/) --- ### [Forsman & Bodenfors](https://musebyclios.com/company/forsman-bodenfors/) --- ### [2C Creative](https://musebyclios.com/company/2c-creative/) --- ### [Project Worldwide](https://musebyclios.com/company/project-worldwide/) --- ### [Wieden + Kennedy](https://musebyclios.com/company/wieden-kennedy/) --- ### [EP+Co](https://musebyclios.com/company/epco/) --- ### [MullenLowe U.S.](https://musebyclios.com/company/mullenlowe-u-s/) --- ### [Conscious Minds](https://musebyclios.com/company/conscious-minds/) --- ### [MullenLowe Winston-Salem](https://musebyclios.com/company/mullenlowe-winston-salem/) --- ### [Firstborn](https://musebyclios.com/company/firstborn/) --- ### [Hill Holliday](https://musebyclios.com/company/hill-holliday/) --- ### [FlyteVu](https://musebyclios.com/company/flytevu/) --- ### [Berlin Cameron](https://musebyclios.com/company/berlin-cameron/) --- ### [Interesting Development](https://musebyclios.com/company/interesting-development/) --- ### [Omelet](https://musebyclios.com/company/omelet/) --- ### [Trailer Park](https://musebyclios.com/company/trailer-park/) --- ### [SpecialGuest](https://musebyclios.com/company/specialguest/) --- ### [ASTRO Studios](https://musebyclios.com/company/astro-studios/) --- ### [Legwork](https://musebyclios.com/company/legwork/) --- ### [Technology, Humans and Taste](https://musebyclios.com/company/technology-humans-and-taste/) --- ### [Canvas8](https://musebyclios.com/company/canvas8/) --- ### [Refinery29](https://musebyclios.com/company/refinery29/) --- ### [Huge](https://musebyclios.com/company/huge/) --- ### [M/H VCCP](https://musebyclios.com/company/m-h-vccp/) --- ### [m ss ng p eces](https://musebyclios.com/company/m-ss-ng-p-eces/) --- ### [Chemistry](https://musebyclios.com/company/chemistry/) --- ### [Pereira O'Dell](https://musebyclios.com/company/pereira-odell/) --- ### [Disruptincy](https://musebyclios.com/company/disruptincy/) --- ### [BETC](https://musebyclios.com/company/betc/) --- ### [Amplify](https://musebyclios.com/company/amplify/) --- ### [Zambezi](https://musebyclios.com/company/zambezi/) --- ### [Quench](https://musebyclios.com/company/quench/) --- ### [PS260](https://musebyclios.com/company/ps260/) --- ### [gnet](https://musebyclios.com/company/gnet/) --- ### [FF](https://musebyclios.com/company/ff/) --- ### [Optimist Inc.](https://musebyclios.com/company/optimist-inc/) --- ### [CPB](https://musebyclios.com/company/cpb/) --- ### [GPJ Experiential Marketing](https://musebyclios.com/company/gpj-experiential-marketing/) --- ### [Uncommon Creative Studio](https://musebyclios.com/company/uncommon-creative-studio/) --- ### [Mr. President](https://musebyclios.com/company/mr-president/) --- ### [MALFOR GOOD](https://musebyclios.com/company/malfor-good/) --- ### [The 1101 Experiment](https://musebyclios.com/company/the-1101-experiment/) --- ### [Gradient](https://musebyclios.com/company/gradient/) --- ### [Moving Image & Content](https://musebyclios.com/company/moving-image-content/) --- ### [mcgarrybowen](https://musebyclios.com/company/mcgarrybowen/) --- ### [Walrus](https://musebyclios.com/company/walrus/) --- ### [Select World](https://musebyclios.com/company/select-world/) --- ### [Argonaut](https://musebyclios.com/company/argonaut/) --- ### [hi5.agency](https://musebyclios.com/company/hi5-agency/) --- ### [LOBO](https://musebyclios.com/company/lobo/) --- ### [Mortarr](https://musebyclios.com/company/mortarr/) --- ### [thjnk](https://musebyclios.com/company/thjnk/) --- ### [Fitch](https://musebyclios.com/company/fitch/) --- ### [Partners + Napier](https://musebyclios.com/company/partners-napier/) --- ### [Peter Mayer](https://musebyclios.com/company/peter-mayer/) --- ### [barrettSF](https://musebyclios.com/company/barrettsf/) --- ### [Droga5](https://musebyclios.com/company/droga5/) --- ### [Fantasy](https://musebyclios.com/company/fantasy/) --- ### [Grow](https://musebyclios.com/company/grow/) --- ### [The Media Kitchen](https://musebyclios.com/company/the-media-kitchen/) --- ### [Levelwing](https://musebyclios.com/company/levelwing/) --- ### [TBWADublin](https://musebyclios.com/company/tbwadublin/) --- ### [TBWAMedia Arts Lab](https://musebyclios.com/company/tbwamedia-arts-lab/) --- ### [RPA](https://musebyclios.com/company/rpa/) --- ### [Fallon](https://musebyclios.com/company/fallon/) --- ### [Big Communications](https://musebyclios.com/company/big-communications/) --- ### [Man Made Music](https://musebyclios.com/company/man-made-music/) --- ### [The Richards Group](https://musebyclios.com/company/the-richards-group/) --- ### [Shindig Music + Sound](https://musebyclios.com/company/shindig-music-sound/) --- ### [Rethink](https://musebyclios.com/company/rethink/) --- ### [POSSIBLE Mobile](https://musebyclios.com/company/possible-mobile/) --- ### [MRM](https://musebyclios.com/company/mrm/) --- ### [Listen](https://musebyclios.com/company/listen/) --- ### [john st.](https://musebyclios.com/company/john-st/) --- ### [Barbarian](https://musebyclios.com/company/barbarian/) --- ### [Grey](https://musebyclios.com/company/grey/) --- ### [The Many](https://musebyclios.com/company/the-many/) --- ### [Ogilvy Madrid](https://musebyclios.com/company/ogilvy-madrid/) --- ### [DDB](https://musebyclios.com/company/ddb/) --- ### [Fake Love](https://musebyclios.com/company/fake-love/) --- ### [Human Design](https://musebyclios.com/company/human-design/) --- ### [Ceros](https://musebyclios.com/company/ceros/) --- ### [Isobar](https://musebyclios.com/company/isobar/) --- ### [Portal A](https://musebyclios.com/company/portal-a/) --- ### [MinusL](https://musebyclios.com/company/minusl/) --- ### [Publicis Health](https://musebyclios.com/company/publicis-health/) --- ### [Getty Images](https://musebyclios.com/company/getty-images/) --- ### [Garrand Moehlenkamp](https://musebyclios.com/company/garrand-moehlenkamp/) --- ### [Energy BBDO](https://musebyclios.com/company/energy-bbdo/) --- ### [RanaVerse](https://musebyclios.com/company/ranaverse/) --- ### [Standard Black](https://musebyclios.com/company/standard-black/) --- ### [Big Spaceship](https://musebyclios.com/company/big-spaceship/) --- ### [IPG Mediabrands](https://musebyclios.com/company/ipg-mediabrands/) --- ### [Fortnight Collective](https://musebyclios.com/company/fortnight-collective/) --- ### [Iris](https://musebyclios.com/company/iris/) --- ### [Barker](https://musebyclios.com/company/barker/) --- ### [GoDo Discovery Co.](https://musebyclios.com/company/godo-discovery-co/) --- ### [Havas Health & You](https://musebyclios.com/company/havas-health-you/) --- ### [T3](https://musebyclios.com/company/t3/) --- ### [BBH London](https://musebyclios.com/company/bbh-london/) --- ### [One Thousand Birds](https://musebyclios.com/company/one-thousand-birds/) --- ### [Spinifex Group](https://musebyclios.com/company/spinifex-group/) --- ### [Brown&co](https://musebyclios.com/company/brownco/) --- ### [Greenpoint Pictures](https://musebyclios.com/company/greenpoint-pictures/) --- ### [10 Thousand Design](https://musebyclios.com/company/10-thousand-design/) --- ### [FCB](https://musebyclios.com/company/fcb/) --- ### [McKinney](https://musebyclios.com/company/mckinney/) --- ### [Bonfire Labs](https://musebyclios.com/company/bonfire-labs/) --- ### [Lippincott](https://musebyclios.com/company/lippincott/) --- ### [Circus Maximus](https://musebyclios.com/company/circus-maximus/) --- ### [DIA Comunicação](https://musebyclios.com/company/dia-comunicao/) --- ### [AHA, Inc.](https://musebyclios.com/company/aha-inc/) --- ### [Pitch](https://musebyclios.com/company/pitch/) --- ### [SocialCode](https://musebyclios.com/company/socialcode/) --- ### [Klick Health](https://musebyclios.com/company/klick-health/) --- ### [Element Productions](https://musebyclios.com/company/element-productions/) --- ### [Noble People](https://musebyclios.com/company/noble-people/) --- ### [GUT](https://musebyclios.com/company/gut/) --- ### [Frank Collective](https://musebyclios.com/company/frank-collective/) --- ### [Accenture](https://musebyclios.com/company/accenture/) --- ### [Toasted Collective](https://musebyclios.com/company/toasted-collective/) --- ### [Unfold](https://musebyclios.com/company/unfold/) --- ### [NVE Experience Agency](https://musebyclios.com/company/nve-experience-agency/) --- ### [Cut Media](https://musebyclios.com/company/cut-media/) --- ### [Keeper](https://musebyclios.com/company/keeper/) --- ### [Poster House](https://musebyclios.com/company/poster-house/) --- ### [Inchora](https://musebyclios.com/company/inchora/) --- ### 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Clean Studios](https://musebyclios.com/company/squeak-e-clean-studios/) --- ### [Broken Heart Love Affair](https://musebyclios.com/company/broken-heart-love-affair/) --- ### [Carmichael Lynch](https://musebyclios.com/company/carmichael-lynch/) --- ### [Interweave](https://musebyclios.com/company/interweave/) --- ### [Arnold Worldwide](https://musebyclios.com/company/arnold-worldwide/) --- ### [Ambassadors](https://musebyclios.com/company/ambassadors/) --- ### [Wonder Media Network](https://musebyclios.com/company/wonder-media-network/) --- ### [Juliet](https://musebyclios.com/company/juliet/) --- ### [Jelly London](https://musebyclios.com/company/jelly-london/) --- ### [We Are Pi](https://musebyclios.com/company/we-are-pi/) --- ### [Secret Hit](https://musebyclios.com/company/secret-hit/) --- ### [AKQA](https://musebyclios.com/company/akqa/) --- ### [Idea Factory](https://musebyclios.com/company/idea-factory/) --- ### [Motive](https://musebyclios.com/company/motive/) --- ### [Kin](https://musebyclios.com/company/kin/) --- ### [Brooklyn Music Experience](https://musebyclios.com/company/brooklyn-music-experience/) --- ### [HeyLet'sGo!](https://musebyclios.com/company/heyletsgo/) --- ### [Here Design](https://musebyclios.com/company/here-design/) --- ### [AMV BBDO](https://musebyclios.com/company/amv-bbdo/) --- ### [MCD Partners](https://musebyclios.com/company/mcd-partners/) --- ### [Hanson Dodge](https://musebyclios.com/company/hanson-dodge/) --- ### [Knock It Out Music](https://musebyclios.com/company/knock-it-out-music/) --- ### [Eric Winterling, Inc.](https://musebyclios.com/company/eric-winterling-inc/) --- ### [Mischief](https://musebyclios.com/company/mischief/) --- ### [Pearlfisher](https://musebyclios.com/company/pearlfisher/) --- ### [CRWN Magazine](https://musebyclios.com/company/crwn-magazine/) --- ### [Erich & Kallman](https://musebyclios.com/company/erich-kallman/) --- ### [Loyalkaspar](https://musebyclios.com/company/loyalkaspar/) --- ### [FUSE Create](https://musebyclios.com/company/fuse-create/) --- ### [Tank and the Bangas](https://musebyclios.com/company/tank-and-the-bangas/) --- ### [ButterCo](https://musebyclios.com/company/butterco/) --- ### [Slash Dynamic LA](https://musebyclios.com/company/slash-dynamic-la/) --- ### [Mustache](https://musebyclios.com/company/mustache/) --- ### [Summerjax](https://musebyclios.com/company/summerjax/) --- ### [YouAppi](https://musebyclios.com/company/youappi/) --- ### [David Miami](https://musebyclios.com/company/david-miami/) --- ### [McKinney LA](https://musebyclios.com/company/mckinney-la/) --- ### [Billups](https://musebyclios.com/company/billups/) --- ### [Quincy Jones Productions](https://musebyclios.com/company/quincy-jones-productions/) --- ### [Reed Words](https://musebyclios.com/company/reed-words/) --- ### [The Elements Music](https://musebyclios.com/company/the-elements-music/) --- ### [Trollbäck+Company](https://musebyclios.com/company/trollbckcompany/) --- ### [North](https://musebyclios.com/company/north/) --- ### [First Tube Media](https://musebyclios.com/company/first-tube-media/) --- ### [EVERGIB](https://musebyclios.com/company/evergib/) **Description:** EVERGIB is a creative studio in Richmond, Virginia, specializing in strategically led advertising and branding. --- ### [Ogilvy](https://musebyclios.com/company/ogilvy/) --- ### [Deloitte Digital/Heat](https://musebyclios.com/company/deloitte-digital-heat/) --- ### [BBDO New York](https://musebyclios.com/company/bbdo-new-york/) --- ### [Salesforce](https://musebyclios.com/company/salesforce/) --- ### [Restaurant Brands International](https://musebyclios.com/company/restaurant-brands-international/) --- ### [Pinterest](https://musebyclios.com/company/pinterest/) --- ### [MediaMonks](https://musebyclios.com/company/mediamonks/) --- ### [Lightning Orchard](https://musebyclios.com/company/lightning-orchard/) --- ### [HUSH](https://musebyclios.com/company/hush/) --- ### [Google](https://musebyclios.com/company/google/) --- ### [Essence](https://musebyclios.com/company/essence/) --- ### [Muh-Tay-Zik / Hof-Fer](https://musebyclios.com/company/muh-tay-zik-hof-fer/) --- ### [Gretel](https://musebyclios.com/company/gretel/) --- ### [Elvis](https://musebyclios.com/company/elvis/) --- ### [The-Artery](https://musebyclios.com/company/the-artery/) --- ### [MAS - Music and Strategy](https://musebyclios.com/company/mas-music-and-strategy/) --- ### [Campbell Ewald](https://musebyclios.com/company/campbell-ewald/) --- ### [The Refinery](https://musebyclios.com/company/the-refinery/) --- ### [Capitol Records](https://musebyclios.com/company/capitol-records/) --- ### [Gangstagrass](https://musebyclios.com/company/gangstagrass/) --- ### [Verdes](https://musebyclios.com/company/verdes/) --- ### [Something Different](https://musebyclios.com/company/something-different/) --- ### [Superfly](https://musebyclios.com/company/superfly/) --- ### [Undnyable](https://musebyclios.com/company/undnyable/) --- ### [MINI USA](https://musebyclios.com/company/mini-usa/) --- ### [Johnson & Wales University](https://musebyclios.com/company/johnson-wales-university/) --- ### [1021 Creative](https://musebyclios.com/company/1021-creative/) --- ### [TBWAChiatDay NY](https://musebyclios.com/company/tbwachiatday-ny/) --- ### [Butter Music + Sound](https://musebyclios.com/company/butter-music-sound/) --- ### [Personal Music](https://musebyclios.com/company/personal-music/) --- ### [Copacino Fujikado](https://musebyclios.com/company/copacino-fujikado/) --- ### [Racket Club](https://musebyclios.com/company/racket-club/) --- ### [Visible](https://musebyclios.com/company/visible/) --- ### [Jack Morton](https://musebyclios.com/company/jack-morton/) --- ### [Engine](https://musebyclios.com/company/engine/) --- ### [Ebiquity](https://musebyclios.com/company/ebiquity/) --- ### [Dagger](https://musebyclios.com/company/dagger/) --- ### [Caveat](https://musebyclios.com/company/caveat/) --- ### [Serino Coyne](https://musebyclios.com/company/serino-coyne/) --- ### [Connelly Partners](https://musebyclios.com/company/connelly-partners/) --- ### [MOCEAN](https://musebyclios.com/company/mocean/) --- ### [The North Alliance](https://musebyclios.com/company/the-north-alliance/) --- ### [Pattern](https://musebyclios.com/company/pattern/) --- ### [Indoor Recess](https://musebyclios.com/company/indoor-recess/) --- ### [Dark Horses](https://musebyclios.com/company/dark-horses/) --- ### [Fitzco](https://musebyclios.com/company/fitzco/) --- ### [Audio UX](https://musebyclios.com/company/audio-ux/) --- ### [Alma](https://musebyclios.com/company/alma/) --- ### [CMOmarketplace](https://musebyclios.com/company/cmomarketplace/) --- ### [BBD Perfect Storm](https://musebyclios.com/company/bbd-perfect-storm/) --- ### [SmithGifford](https://musebyclios.com/company/smithgifford/) --- ### [Anchor Worldwide](https://musebyclios.com/company/anchor-worldwide/) --- ### [Subnation](https://musebyclios.com/company/subnation/) **Description:** Doug Scott Articles | Muse by Clio Read the range of articles by author Doug Scott. Doug explores music and gaming in his selection of articles. Read today on Muse by Clio. --- ### [Hoffman York](https://musebyclios.com/company/hoffman-york/) --- ### [No Fixed Address](https://musebyclios.com/company/no-fixed-address/) --- ### [Atlantic 57](https://musebyclios.com/company/atlantic-57/) --- ### [Quriosity Productions](https://musebyclios.com/company/quriosity-productions/) --- ### [Flow Cannabis Co.](https://musebyclios.com/company/flow-cannabis-co/) --- ### [Handsome](https://musebyclios.com/company/handsome/) --- ### [Organic](https://musebyclios.com/company/organic/) --- ### [theCut](https://musebyclios.com/company/thecut/) --- ### [Bakery](https://musebyclios.com/company/bakery/) --- ### [The Gate NY](https://musebyclios.com/company/the-gate-ny/) --- ### [LevLane Advertising](https://musebyclios.com/company/levlane-advertising/) --- ### [Oberland](https://musebyclios.com/company/oberland/) --- ### [Los York](https://musebyclios.com/company/los-york/) --- ### [co:collective](https://musebyclios.com/company/cocollective/) --- ### [BBH Singapore](https://musebyclios.com/company/bbh-singapore/) --- ### [Creative Humans](https://musebyclios.com/company/creative-humans/) --- ### [Nomad](https://musebyclios.com/company/nomad/) --- ### [inVisible Creatives](https://musebyclios.com/company/invisible-creatives/) --- ### [Digitas](https://musebyclios.com/company/digitas/) --- ### [DeVito/Verdi](https://musebyclios.com/company/devito-verdi/) --- ### [BORN](https://musebyclios.com/company/born/) --- ### [Studio Linear](https://musebyclios.com/company/studio-linear/) --- ### [Wunderman Thompson Canada](https://musebyclios.com/company/wunderman-thompson-canada/) --- ### [Johannes Leonardo](https://musebyclios.com/company/johannes-leonardo/) --- ### [Publicis New York](https://musebyclios.com/company/publicis-new-york/) --- ### [Ridley Scott Creative Group](https://musebyclios.com/company/ridley-scott-creative-group/) --- ### [the projects*](https://musebyclios.com/company/the-projects/) --- ### 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### [Syn Tokyo](https://musebyclios.com/company/syn-tokyo/) --- ### [Stellar Agency](https://musebyclios.com/company/stellar-agency/) --- ### [Code and Theory](https://musebyclios.com/company/code-and-theory/) --- ### [Rocket Film](https://musebyclios.com/company/rocket-film/) --- ### [The Social Element](https://musebyclios.com/company/the-social-element/) --- ### [The Perception](https://musebyclios.com/company/the-perception/) --- ### [B-Reel Films](https://musebyclios.com/company/b-reel-films/) --- ### [Dirty Soup](https://musebyclios.com/company/dirty-soup/) --- ### [Struck](https://musebyclios.com/company/struck/) --- ### [Team Design](https://musebyclios.com/company/team-design/) --- ### [Hype Empire](https://musebyclios.com/company/hype-empire/) --- ### [Atlantic New York](https://musebyclios.com/company/atlantic-new-york/) --- ### [Current Forward](https://musebyclios.com/company/current-forward/) --- ### [Wolff Olins](https://musebyclios.com/company/wolff-olins/) --- ### 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### [Movers+Shakers](https://musebyclios.com/company/moversshakers/) --- ### [HS Ad](https://musebyclios.com/company/hs-ad/) --- ### [Boathouse Group](https://musebyclios.com/company/boathouse-group/) --- ### [Long Dash](https://musebyclios.com/company/long-dash/) --- ### [Mr. Bronx](https://musebyclios.com/company/mr-bronx/) --- ### [VMLY&R](https://musebyclios.com/company/vmlyr/) --- ### [Lafayette American](https://musebyclios.com/company/lafayette-american/) --- ### [System1](https://musebyclios.com/company/system1/) --- ### [Radish Music](https://musebyclios.com/company/radish-music/) --- ### [Honor Society](https://musebyclios.com/company/honor-society/) --- ### [Sköna](https://musebyclios.com/company/skna/) --- ### [ShineScout](https://musebyclios.com/company/shinescout/) --- ### [NOBOX Miami](https://musebyclios.com/company/nobox-miami/) --- ### [Baldwin&](https://musebyclios.com/company/baldwin/) --- ### [TBWANEBOKO](https://musebyclios.com/company/tbwaneboko/) --- ### [Elmwood](https://musebyclios.com/company/elmwood/) --- ### [UnderWonder Content](https://musebyclios.com/company/underwonder-content/) --- ### [Lyft](https://musebyclios.com/company/lyft/) --- ### [Verbal Identity](https://musebyclios.com/company/verbal-identity/) --- ### [Brokaw](https://musebyclios.com/company/brokaw/) --- ### [Publicis Groupe](https://musebyclios.com/company/publicis-groupe/) --- ### [We Are Social](https://musebyclios.com/company/we-are-social/) --- ### [MullenLowe Los Angeles](https://musebyclios.com/company/mullenlowe-los-angeles/) --- ### [PETERMAYER](https://musebyclios.com/company/petermayer/) --- ### [Reach Agency](https://musebyclios.com/company/reach-agency/) --- ### [Made Music Studio](https://musebyclios.com/company/made-music-studio/) --- ### [Performance Art](https://musebyclios.com/company/performance-art/) --- ### [McCann Global Health](https://musebyclios.com/company/mccann-global-health/) --- ### 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[NORMVL](https://musebyclios.com/company/normvl/) --- ### [RSA Films](https://musebyclios.com/company/rsa-films/) --- ### [Space Doctors](https://musebyclios.com/company/space-doctors/) --- ### [Barking Owl and Love Song](https://musebyclios.com/company/barking-owl-and-love-song/) --- ### [Marcus Thomas](https://musebyclios.com/company/marcus-thomas/) --- ### [JEM Music+Strategy](https://musebyclios.com/company/jem-musicstrategy/) --- ### [Wunderman Thompson Intelligence](https://musebyclios.com/company/wunderman-thompsonintelligence/) --- ### [Astound Commerce](https://musebyclios.com/company/astound-commerce/) --- ### [Clarkmcdowall](https://musebyclios.com/company/clarkmcdowall/) --- ### [Above+Beyond](https://musebyclios.com/company/abovebeyond/) --- ### [Hubbub Manufacturing](https://musebyclios.com/company/hubbub-manufacturing/) --- ### [amp](https://musebyclios.com/company/amp/) --- ### [Supernatural](https://musebyclios.com/company/supernatural/) --- ### [Function Growth](https://musebyclios.com/company/function-growth/) --- ### [123w](https://musebyclios.com/company/123w/) --- ### [Known](https://musebyclios.com/company/known/) --- ### [Impossible Objects](https://musebyclios.com/company/impossible-objects/) --- ### [The 3rd Eye](https://musebyclios.com/company/the-3rd-eye/) --- ### [MullenLowe NY](https://musebyclios.com/company/mullenlowe-ny/) --- ### [MRM West](https://musebyclios.com/company/mrm-west/) --- ### [Tool](https://musebyclios.com/company/tool/) --- ### [NAIL Communications](https://musebyclios.com/company/nail-communications/) --- ### [Courage](https://musebyclios.com/company/courage/) --- ### [Cutters Studios](https://musebyclios.com/company/cutters-studios/) --- ### [Crucial Music](https://musebyclios.com/company/crucial-music/) --- ### [Makers](https://musebyclios.com/company/makers/) --- ### [PPK](https://musebyclios.com/company/ppk/) --- ### [minds + assembly](https://musebyclios.com/company/minds-assembly/) --- ### [McGarrah Jessee](https://musebyclios.com/company/mcgarrah-jessee/) --- ### [UTA](https://musebyclios.com/company/uta/) --- ### [The Social Standard](https://musebyclios.com/company/the-social-standard/) --- ### [Bluphoria](https://musebyclios.com/company/bluphoria/) --- ### [MNRK Music Group](https://musebyclios.com/company/mnrk-music-group/) --- ### [New York Times Advertising](https://musebyclios.com/company/new-york-times-advertising/) --- ### [Mother Design](https://musebyclios.com/company/mother-design/) --- ### [Whitehouse Post](https://musebyclios.com/company/whitehouse-post/) --- ### [HiFi Project](https://musebyclios.com/company/hifi-project/) --- ### [Yard NYC](https://musebyclios.com/company/yard-nyc/) --- ### [Ragged Edge](https://musebyclios.com/company/ragged-edge/) --- ### [Digital Surgeons](https://musebyclios.com/company/digital-surgeons/) --- ### [Superunion](https://musebyclios.com/company/superunion/) --- ### [ANDvertising](https://musebyclios.com/company/andvertising/) --- ### [22squared](https://musebyclios.com/company/22squared/) --- ### [Pilot Content](https://musebyclios.com/company/pilot-content/) --- ### [The Electric Factory](https://musebyclios.com/company/the-electric-factory/) --- ### [Anytime Fitness](https://musebyclios.com/company/anytime-fitness/) --- ### [Jelly](https://musebyclios.com/company/jelly/) --- ### [Clio Awards](https://musebyclios.com/company/clio-awards/) --- ### [Deducers](https://musebyclios.com/company/deducers/) --- ### [MONO](https://musebyclios.com/company/mono/) --- ### [Parlatore Law Group](https://musebyclios.com/company/parlatore-law-group/) --- ### [Sound Off Films](https://musebyclios.com/company/sound-off-films/) --- ### [Marks](https://musebyclios.com/company/marks/) --- ### [Volt](https://musebyclios.com/company/volt/) --- ### [Fela](https://musebyclios.com/company/fela/) --- ### [Bader Rutter](https://musebyclios.com/company/bader-rutter/) --- ### [The Beyond Marketing Group](https://musebyclios.com/company/the-beyond-marketing-group/) --- ### [Herezie](https://musebyclios.com/company/herezie/) --- ### [The Escape Pod](https://musebyclios.com/company/the-escape-pod/) --- ### [Cann](https://musebyclios.com/company/cann/) --- ### [Puffco](https://musebyclios.com/company/puffco/) --- ### [Croud](https://musebyclios.com/company/croud/) --- ### [Zoic Studios](https://musebyclios.com/company/zoic-studios/) --- ### [Paramount+](https://musebyclios.com/company/paramount/) --- ### [Coley Porter Bell](https://musebyclios.com/company/coley-porter-bell/) --- ### [Boomshot](https://musebyclios.com/company/boomshot/) --- ### [Toad the Wet Sprocket](https://musebyclios.com/company/toad-the-wet-sprocket/) --- ### [Upwork](https://musebyclios.com/company/upwork/) --- ### [Acura](https://musebyclios.com/company/acura/) --- ### [Howl](https://musebyclios.com/company/howl/) --- ### [Vevo](https://musebyclios.com/company/vevo/) --- ### [ICONIC](https://musebyclios.com/company/iconic/) --- ### [SuperHeroes](https://musebyclios.com/company/superheroes/) --- ### [Stendahls](https://musebyclios.com/company/stendahls/) --- ### [Fantoons Animation Studios](https://musebyclios.com/company/fantoons-animation-studios/) --- ### [Super Duper Studios](https://musebyclios.com/company/super-duper-studios/) --- ### [Imagineear](https://musebyclios.com/company/imagineear/) --- ### [Edelman APAC](https://musebyclios.com/company/edelman-apac/) --- ### [The&Partnership](https://musebyclios.com/company/thepartnership/) --- ### [Design Bridge and Partners](https://musebyclios.com/company/design-bridge-and-partners/) --- ### [Reckitt](https://musebyclios.com/company/reckitt/) --- ### [Nikki Weiss & Co.](https://musebyclios.com/company/nikki-weiss-co/) --- ### [COLLINS](https://musebyclios.com/company/collins/) --- ### [Camp+King](https://musebyclios.com/company/campking/) --- ### [Metacore](https://musebyclios.com/company/metacore/) --- ### [Wilco Loft](https://musebyclios.com/company/wilco-loft/) --- ### [Influencer](https://musebyclios.com/company/influencer/) --- ### [Deloitte Digital](https://musebyclios.com/company/deloitte-digital/) --- ### [Lantern](https://musebyclios.com/company/lantern/) --- ### [K&C](https://musebyclios.com/company/kc/) --- ### [London Alley Creative Studio](https://musebyclios.com/company/london-alley-creative-studio/) --- ### [DE-YAN](https://musebyclios.com/company/de-yan/) --- ### [mSix&Partners](https://musebyclios.com/company/msixpartners/) --- ### [Warner Music Group](https://musebyclios.com/company/warner-music-group/) --- ### [Terri & Sandy](https://musebyclios.com/company/terri-sandy/) --- ### [Translation](https://musebyclios.com/company/translation/) --- ### [SyncSummit](https://musebyclios.com/company/syncsummit/) --- ### [GALE](https://musebyclios.com/company/gale/) --- ### [Sweathead](https://musebyclios.com/company/sweathead/) --- ### [AbelsonTaylor Group](https://musebyclios.com/company/abelsontaylor-group/) --- ### [Pearl Jam's Ten Club](https://musebyclios.com/company/pearl-jams-ten-club/) --- ### [Ames Bros](https://musebyclios.com/company/ames-bros/) --- ### [UScellular](https://musebyclios.com/company/uscellular/) --- ### [Machine](https://musebyclios.com/company/machine/) --- ### [Laundry Service](https://musebyclios.com/company/laundry-service/) --- ### [Media by Mother](https://musebyclios.com/company/media-by-mother/) --- ### [Three PR](https://musebyclios.com/company/three-pr/) --- ### [Pomp&Clout](https://musebyclios.com/company/pompclout/) --- ### [Orchard](https://musebyclios.com/company/orchard/) --- ### [Miss Grass](https://musebyclios.com/company/miss-grass/) --- ### [amp Sound Branding](https://musebyclios.com/company/amp-sound-branding/) --- ### [Geletka+](https://musebyclios.com/company/geletka/) --- ### [Ice Cream Social](https://musebyclios.com/company/ice-cream-social/) --- ### [Callen](https://musebyclios.com/company/callen/) --- ### [Lost Planet](https://musebyclios.com/company/lost-planet/) --- ### [Ghost Robot](https://musebyclios.com/company/ghost-robot/) --- ### [Grey London](https://musebyclios.com/company/grey-london/) --- ### [Happylucky](https://musebyclios.com/company/happylucky/) --- ### [Buffalo Tom](https://musebyclios.com/company/buffalo-tom/) --- ### [FamousGrey](https://musebyclios.com/company/famousgrey/) --- ### [House 337](https://musebyclios.com/company/house-337/) --- ### [Liquid Death](https://musebyclios.com/company/liquid-death/) --- ### [Colenso BBDO](https://musebyclios.com/company/colenso-bbdo/) --- ### [Full Contact Advertising](https://musebyclios.com/company/full-contact-advertising/) --- ### [Expedia Group](https://musebyclios.com/company/expedia-group/) --- ### [Magic Camp](https://musebyclios.com/company/magic-camp/) --- ### [LG2](https://musebyclios.com/company/lg2/) --- ### [Lewis](https://musebyclios.com/company/lewis/) --- ## Sections ### [Entertainment](https://musebyclios.com/section/entertainment/) **Description:** Description of entertainment --- ### [Community Voices](https://musebyclios.com/section/community-voices/) --- ### [Trending](https://musebyclios.com/section/trending/) --- ### [Lifestyle](https://musebyclios.com/section/lifestyle/) --- ### [The Clios](https://musebyclios.com/section/the-clios/) --- ## Tags ### [a short](https://musebyclios.com/tag/a-short/) --- ### [Advertising](https://musebyclios.com/tag/advertising/) --- ### [ALBUM ART](https://musebyclios.com/tag/album-art/) --- ### [Design](https://musebyclios.com/tag/design/) --- ### [Music](https://musebyclios.com/tag/music/) --- ### [Grey New York](https://musebyclios.com/tag/grey-new-york/) --- ### [HEARTS & SCIENCE](https://musebyclios.com/tag/hearts-science/) --- ### [PUBLICIS NEW YORK](https://musebyclios.com/tag/publicis-new-york/) --- ### [COOKIT](https://musebyclios.com/tag/cookit/) --- ### [2 Minutes With](https://musebyclios.com/tag/2-minutes-with/) --- ### [Sports](https://musebyclios.com/tag/sports/) --- ### [Film & TV](https://musebyclios.com/tag/film-tv/) --- ### [Health](https://musebyclios.com/tag/health/) --- ### [Tank Worldwide](https://musebyclios.com/tag/tank-worldwide/) --- ### [Spotify](https://musebyclios.com/tag/spotify/) --- ### [Ryan Reynolds](https://musebyclios.com/tag/ryan-reynolds/) --- ### [Aviation Gin](https://musebyclios.com/tag/aviation-gin/) --- ### [Adidas](https://musebyclios.com/tag/adidas/) --- ### [Audi](https://musebyclios.com/tag/audi/) --- ### [KFC](https://musebyclios.com/tag/kfc/) --- ### [GELETKA+](https://musebyclios.com/tag/geletka/) --- ### [Getty Images](https://musebyclios.com/tag/getty-images/) --- ### [Fashion & Beauty](https://musebyclios.com/tag/fashion-beauty/) --- ### [Clio Health](https://musebyclios.com/tag/clio-health/) --- ### [Clio Awards](https://musebyclios.com/tag/clio-awards/) --- ### [4/20](https://musebyclios.com/tag/4-20/) --- ### [Cannabis](https://musebyclios.com/tag/cannabis/) --- ### [FamousGrey](https://musebyclios.com/tag/famousgrey/) --- ### [Wieden+Kennedy London](https://musebyclios.com/tag/wiedenkennedy-london/) --- ### [Amazon Prime](https://musebyclios.com/tag/amazon-prime/) --- ### [Mother's Day](https://musebyclios.com/tag/mothers-day/) --- ### [Courage](https://musebyclios.com/tag/courage/) --- ### [AbelsonTaylor Group](https://musebyclios.com/tag/abelsontaylor-group/) --- ### [Eurovisions](https://musebyclios.com/tag/eurovisions/) --- ### [Tesla](https://musebyclios.com/tag/tesla/) --- ### [Elon Musk](https://musebyclios.com/tag/elon-musk/) --- ### [Instagram](https://musebyclios.com/tag/instagram/) --- ### [Travel](https://musebyclios.com/tag/travel/) --- ### [Draftkings](https://musebyclios.com/tag/draftkings/) --- ### [Terri & Sandy](https://musebyclios.com/tag/terri-sandy/) --- ### [Canada](https://musebyclios.com/tag/canada/) --- ### [Sibling Rivalry](https://musebyclios.com/tag/sibling-rivalry/) --- ### [Burger King](https://musebyclios.com/tag/burger-king/) --- ### [David](https://musebyclios.com/tag/david/) --- ### [Super Clio](https://musebyclios.com/tag/super-clio/) --- ### [Creative Endurance](https://musebyclios.com/tag/creative-endurance/) --- ### [Mike Schnaidt](https://musebyclios.com/tag/mike-schnaidt/) --- ### [Google](https://musebyclios.com/tag/google/) --- ### [Facebook](https://musebyclios.com/tag/facebook/) --- ### [TikTok](https://musebyclios.com/tag/tiktok/) --- ### [Vimeo](https://musebyclios.com/tag/vimeo/) --- ### [AT&T](https://musebyclios.com/tag/att/) --- ### [Adobe](https://musebyclios.com/tag/adobe/) --- ### [Apple](https://musebyclios.com/tag/apple/) --- ### [Terminix](https://musebyclios.com/tag/terminix/) --- ### [DDB Chicago](https://musebyclios.com/tag/ddb-chicago/) --- ### [U.S. Army](https://musebyclios.com/tag/u-s-army/) --- ### [Chicago Cubs](https://musebyclios.com/tag/chicago-cubs/) --- ### [FCB London](https://musebyclios.com/tag/fcb-london/) --- ### [Andrex](https://musebyclios.com/tag/andrex/) --- ### [Ikea](https://musebyclios.com/tag/ikea/) --- ### [Ingo](https://musebyclios.com/tag/ingo/) --- ### [Liquid Death](https://musebyclios.com/tag/liquid-death/) --- ### [Johnnie Walker](https://musebyclios.com/tag/johnnie-walker/) --- ### [Terry & Sandy](https://musebyclios.com/tag/terry-sandy/) --- ### [Samsung](https://musebyclios.com/tag/samsung/) --- ### [Quality Meats](https://musebyclios.com/tag/quality-meats/) --- ### [Tiffany's](https://musebyclios.com/tag/tiffanys/) --- ### [TBWAChiatDay LA](https://musebyclios.com/tag/tbwachiatday-la/) --- ### [We Are Social](https://musebyclios.com/tag/we-are-social/) --- ### [Ad Council](https://musebyclios.com/tag/ad-council/) --- ### [Avios](https://musebyclios.com/tag/avios/) --- ### [IAG](https://musebyclios.com/tag/iag/) --- ### [Uncommon](https://musebyclios.com/tag/uncommon/) --- ### [Cadbury](https://musebyclios.com/tag/cadbury/) --- ### [VCCP](https://musebyclios.com/tag/vccp/) --- ### [Leo Burnett](https://musebyclios.com/tag/leo-burnett/) --- ### [Miller Lite](https://musebyclios.com/tag/miller-lite/) --- ### [Atlantic New York](https://musebyclios.com/tag/atlantic-new-york/) --- ### [Trailers and Posters](https://musebyclios.com/tag/trailers-and-posters/) --- ### [bighouse](https://musebyclios.com/tag/bighouse/) --- ### [dublab](https://musebyclios.com/tag/dublab/) --- ### [Institute for Art and Olfaction](https://musebyclios.com/tag/institute-for-art-and-olfaction/) --- ### [Droga5 London](https://musebyclios.com/tag/droga5-london/) --- ### [Philips](https://musebyclios.com/tag/philips/) --- ### [Klick Health](https://musebyclios.com/tag/klick-health/) --- ### [Pearlfisher](https://musebyclios.com/tag/pearlfisher/) --- ### [Party Land](https://musebyclios.com/tag/party-land/) --- ### [Every Man Jack](https://musebyclios.com/tag/every-man-jack/) --- ### [Fubo](https://musebyclios.com/tag/fubo/) --- ### [Disney+](https://musebyclios.com/tag/disney/) --- ### [NewYork-Presbyterian](https://musebyclios.com/tag/newyork-presbyterian/) --- ### [Havas New York](https://musebyclios.com/tag/havas-new-york/) --- ### [Capital One](https://musebyclios.com/tag/capital-one/) --- ### [GSD&M](https://musebyclios.com/tag/gsdm/) --- ### [Coca-Cola](https://musebyclios.com/tag/coca-cola/) --- ### [Kellogg's](https://musebyclios.com/tag/kelloggs/) --- ### [Antarctica](https://musebyclios.com/tag/antarctica/) --- ### [Publicis Toronto](https://musebyclios.com/tag/publicis-toronto/) --- ### [British Airways](https://musebyclios.com/tag/british-airways/) --- ### [Swati Bhattacharya](https://musebyclios.com/tag/swati-bhattacharya/) --- ### [FCB India](https://musebyclios.com/tag/fcb-india/) --- ### [Jack in the Box](https://musebyclios.com/tag/jack-in-the-box/) --- ### [Supply&Demand](https://musebyclios.com/tag/supplydemand/) --- ### [Jay Larson](https://musebyclios.com/tag/jay-larson/) --- ### [Blake Griffin](https://musebyclios.com/tag/blake-griffin/) --- ### [Joel McHale](https://musebyclios.com/tag/joel-mchale/) --- ### [The Martin Agency](https://musebyclios.com/tag/the-martin-agency/) --- ### [Hanes](https://musebyclios.com/tag/hanes/) --- ### [Small](https://musebyclios.com/tag/small/) --- ### [CoorDown](https://musebyclios.com/tag/coordown/) --- ### [David Miniatures](https://musebyclios.com/tag/david-miniatures/) --- ### [miniatures for TV](https://musebyclios.com/tag/miniatures-for-tv/) --- ### [film and ads](https://musebyclios.com/tag/film-and-ads/) --- ### [CultHealth](https://musebyclios.com/tag/culthealth/) --- ### [Kahlua](https://musebyclios.com/tag/kahlua/) --- ### [Ireland](https://musebyclios.com/tag/ireland/) --- ### [Guinness](https://musebyclios.com/tag/guinness/) --- ### [Goodby Silverstein & Partners](https://musebyclios.com/tag/goodby-silverstein-partners/) --- ### [Comcast](https://musebyclios.com/tag/comcast/) --- ### [BMB](https://musebyclios.com/tag/bmb/) --- ### [Breast Cancer Now](https://musebyclios.com/tag/breast-cancer-now/) --- ### [Innocean](https://musebyclios.com/tag/innocean/) --- ### [Seattle Children's](https://musebyclios.com/tag/seattle-childrens/) --- ### [teen suicide ad](https://musebyclios.com/tag/teen-suicide-ad/) --- ### [Coors Light](https://musebyclios.com/tag/coors-light/) --- ### [March Madness](https://musebyclios.com/tag/march-madness/) --- ### [Mischief](https://musebyclios.com/tag/mischief/) --- ### [The-Artery](https://musebyclios.com/tag/the-artery/) --- ### [Rob McElhenney](https://musebyclios.com/tag/rob-mcelhenney/) --- ### [Maximum Effort](https://musebyclios.com/tag/maximum-effort/) --- ### [Ally Financial](https://musebyclios.com/tag/ally-financial/) --- ### [Manscaped](https://musebyclios.com/tag/manscaped/) --- ### [Pereira O’Dell](https://musebyclios.com/tag/pereira-odell/) --- ### [Kim Kardashian](https://musebyclios.com/tag/kim-kardashian/) --- ### [Wieden+Kennedy Portland](https://musebyclios.com/tag/wiedenkennedy-portland/) --- ### [Grey London](https://musebyclios.com/tag/grey-london/) --- ### [SiriusXM](https://musebyclios.com/tag/siriusxm/) --- ### [Preacher](https://musebyclios.com/tag/preacher/) --- ### [Corona](https://musebyclios.com/tag/corona/) --- ### [MullenLowe](https://musebyclios.com/tag/mullenlowe/) --- ### [Oberland](https://musebyclios.com/tag/oberland/) --- ### [Michaels](https://musebyclios.com/tag/michaels/) --- ### [movie marketing](https://musebyclios.com/tag/movie-marketing/) --- ### [Hook](https://musebyclios.com/tag/hook/) --- ### [Crowd Surf](https://musebyclios.com/tag/crowd-surf/) --- ### [Jason Momoa](https://musebyclios.com/tag/jason-momoa/) --- ### [iPhone](https://musebyclios.com/tag/iphone/) --- ### [TBWAMedia Arts Lab](https://musebyclios.com/tag/tbwamedia-arts-lab/) --- ### [Singapore Airlines](https://musebyclios.com/tag/singapore-airlines/) --- ### [PETA](https://musebyclios.com/tag/peta/) --- ### [Prime Video](https://musebyclios.com/tag/prime-video/) --- ### [Caviar](https://musebyclios.com/tag/caviar/) --- ### [Mint Mobile](https://musebyclios.com/tag/mint-mobile/) --- ### [Ogilvy Singapore](https://musebyclios.com/tag/ogilvy-singapore/) --- ### [Dubai](https://musebyclios.com/tag/dubai/) --- ### [FP7 McCann Dubai](https://musebyclios.com/tag/fp7-mccann-dubai/) --- ### [McDonald's](https://musebyclios.com/tag/mcdonalds/) --- ### [whiteGrey](https://musebyclios.com/tag/whitegrey/) --- ### [Red Rooster](https://musebyclios.com/tag/red-rooster/) --- ### [adam&eveDDB](https://musebyclios.com/tag/adameveddb/) --- ### [Pot Noodle](https://musebyclios.com/tag/pot-noodle/) --- ### [StreetEasy](https://musebyclios.com/tag/streeteasy/) --- ### [Mother New York](https://musebyclios.com/tag/mother-new-york/) --- ### [ESPN](https://musebyclios.com/tag/espn/) --- ### [Hornbach](https://musebyclios.com/tag/hornbach/) --- ### [Heimat](https://musebyclios.com/tag/heimat/) --- ### [Veselka](https://musebyclios.com/tag/veselka/) --- ### [Veselka movie](https://musebyclios.com/tag/veselka-movie/) --- ### [Michael Fiore](https://musebyclios.com/tag/michael-fiore/) --- ### [Pinterest](https://musebyclios.com/tag/pinterest/) --- ### [Temu](https://musebyclios.com/tag/temu/) --- ### [Squeak E. Clean Studios](https://musebyclios.com/tag/squeak-e-clean-studios/) --- ### [Gap](https://musebyclios.com/tag/gap/) --- ### [TBWABelgium](https://musebyclios.com/tag/tbwabelgium/) --- ### [Cossette](https://musebyclios.com/tag/cossette/) --- ### [Belgium](https://musebyclios.com/tag/belgium/) --- ### [Eastpak](https://musebyclios.com/tag/eastpak/) --- ### [Mutant](https://musebyclios.com/tag/mutant/) --- ### [CindeeMindy](https://musebyclios.com/tag/cindeemindy/) --- ### [DanceTok](https://musebyclios.com/tag/dancetok/) --- ### [TikTok dance trends](https://musebyclios.com/tag/tiktok-dance-trends/) --- ### [VML](https://musebyclios.com/tag/vml/) --- ### [Lil Nas X](https://musebyclios.com/tag/lil-nas-x/) --- ### [Imma](https://musebyclios.com/tag/imma/) --- ### [Coach](https://musebyclios.com/tag/coach/) --- ### [Marcel](https://musebyclios.com/tag/marcel/) --- ### [Angry Butterfly](https://musebyclios.com/tag/angry-butterfly/) --- ### [Stok'd](https://musebyclios.com/tag/stokd/) --- ### [Zaxby's](https://musebyclios.com/tag/zaxbys/) --- ### [Tombras](https://musebyclios.com/tag/tombras/) --- ### [Reesa Teesa](https://musebyclios.com/tag/reesa-teesa/) --- ### [Who TF Did I Marry?](https://musebyclios.com/tag/who-tf-did-i-marry/) --- ### [long-form TikTok](https://musebyclios.com/tag/long-form-tiktok/) --- ### [TikTok storytelling](https://musebyclios.com/tag/tiktok-storytelling/) --- ### [WNBA](https://musebyclios.com/tag/wnba/) --- ### [Fishwife](https://musebyclios.com/tag/fishwife/) --- ### [Keystone Light](https://musebyclios.com/tag/keystone-light/) --- ### [Phaedon](https://musebyclios.com/tag/phaedon/) --- ### [Milka](https://musebyclios.com/tag/milka/) --- ### [Ogilvy Amsterdam](https://musebyclios.com/tag/ogilvy-amsterdam/) --- ### [DJ Reborn](https://musebyclios.com/tag/dj-reborn/) --- ### [Lauryn Hill tour DJ](https://musebyclios.com/tag/lauryn-hill-tour-dj/) --- ### [women in music](https://musebyclios.com/tag/women-in-music/) --- ### [Olympics](https://musebyclios.com/tag/olympics/) --- ### [UNIT9](https://musebyclios.com/tag/unit9/) --- ### [anime](https://musebyclios.com/tag/anime/) --- ### [Wieden+Kennedy](https://musebyclios.com/tag/wiedenkennedy/) --- ### [BBDO Shanghai](https://musebyclios.com/tag/bbdo-shanghai/) --- ### [Lay's](https://musebyclios.com/tag/lays/) --- ### [Slap Global](https://musebyclios.com/tag/slap-global/) --- ### [Black History Month](https://musebyclios.com/tag/black-history-month/) --- ### [LOLA MullenLowe](https://musebyclios.com/tag/lola-mullenlowe/) --- ### [Magnum Ice Cream](https://musebyclios.com/tag/magnum-ice-cream/) --- ### [Turkey](https://musebyclios.com/tag/turkey/) --- ### [U.K.](https://musebyclios.com/tag/u-k/) --- ### [Energy BBDO](https://musebyclios.com/tag/energy-bbdo/) --- ### [Callen](https://musebyclios.com/tag/callen/) --- ### [A.I.](https://musebyclios.com/tag/a-i/) --- ### [TBWAParis](https://musebyclios.com/tag/tbwaparis/) --- ### [France](https://musebyclios.com/tag/france/) --- ### [SAXX](https://musebyclios.com/tag/saxx/) --- ### [Niceaunties](https://musebyclios.com/tag/niceaunties/) --- ### [A.I. art](https://musebyclios.com/tag/a-i-art/) --- ### [DirecTV](https://musebyclios.com/tag/directv/) --- ### [Curiosity](https://musebyclios.com/tag/curiosity/) --- ### [NYFW](https://musebyclios.com/tag/nyfw/) --- ### [Invisible North](https://musebyclios.com/tag/invisible-north/) --- ### [Change the Ref](https://musebyclios.com/tag/change-the-ref/) --- ### [Adam Morse](https://musebyclios.com/tag/adam-morse/) --- ### [Javier in Frame](https://musebyclios.com/tag/javier-in-frame/) --- ### [Google Super Bowl ad](https://musebyclios.com/tag/google-super-bowl-ad/) --- ### [Clio Music](https://musebyclios.com/tag/clio-music/) --- ### [Valentine's Day](https://musebyclios.com/tag/valentines-day/) --- ### [McCann](https://musebyclios.com/tag/mccann/) --- ### [Amélie](https://musebyclios.com/tag/amelie/) --- ### [Jean-Pierre Jeunet](https://musebyclios.com/tag/jean-pierre-jeunet/) --- ### [Barking Owl](https://musebyclios.com/tag/barking-owl/) --- ### [Kelly Bayett](https://musebyclios.com/tag/kelly-bayett/) --- ### [Super Bowl music and sound](https://musebyclios.com/tag/super-bowl-music-and-sound/) --- ### [Super Bowl ads](https://musebyclios.com/tag/super-bowl-ads/) --- ### [Super Bowl](https://musebyclios.com/tag/super-bowl/) --- ### [Ogilvy](https://musebyclios.com/tag/ogilvy/) --- ### [CeraVe](https://musebyclios.com/tag/cerave/) --- ### [Michael Cera](https://musebyclios.com/tag/michael-cera/) --- ### [Beyoncé](https://musebyclios.com/tag/beyonc/) --- ### [Dunkin'](https://musebyclios.com/tag/dunkin/) --- ### [State Farm](https://musebyclios.com/tag/state-farm/) --- ### [Jake From State Farm](https://musebyclios.com/tag/jake-from-state-farm/) --- ### [FanDuel](https://musebyclios.com/tag/fanduel/) --- ### [Rob Gronkowski](https://musebyclios.com/tag/rob-gronkowski/) --- ### [Taylor Swift](https://musebyclios.com/tag/taylor-swift/) --- ### [He Gets Us](https://musebyclios.com/tag/he-gets-us/) --- ### [Pfizer](https://musebyclios.com/tag/pfizer/) --- ### [T-Mobile](https://musebyclios.com/tag/t-mobile/) --- ### [Opinionated](https://musebyclios.com/tag/opinionated/) --- ### [Johannes Leonardo](https://musebyclios.com/tag/johannes-leonardo/) --- ### [Volkswagen](https://musebyclios.com/tag/volkswagen/) --- ### [The Variable](https://musebyclios.com/tag/the-variable/) --- ### [Geico](https://musebyclios.com/tag/geico/) --- ### [GUT](https://musebyclios.com/tag/gut/) --- ### [Google Creative Lab](https://musebyclios.com/tag/google-creative-lab/) --- ### [Squarespace](https://musebyclios.com/tag/squarespace/) --- ### [Nerds](https://musebyclios.com/tag/nerds/) --- ### [Digitas](https://musebyclios.com/tag/digitas/) --- ### [Uber Eats](https://musebyclios.com/tag/uber-eats/) --- ### [Bud Light](https://musebyclios.com/tag/bud-light/) --- ### [Anomaly](https://musebyclios.com/tag/anomaly/) --- ### [Kawasaki](https://musebyclios.com/tag/kawasaki/) --- ### [Popeyes](https://musebyclios.com/tag/popeyes/) --- ### [McKinney](https://musebyclios.com/tag/mckinney/) --- ### [Doritos](https://musebyclios.com/tag/doritos/) --- ### [Doritos Dinamita](https://musebyclios.com/tag/doritos-dinamita/) --- ### [BMW](https://musebyclios.com/tag/bmw/) --- ### [E*Trade](https://musebyclios.com/tag/etrade/) --- ### [72andSunny](https://musebyclios.com/tag/72andsunny/) --- ### [Eric André](https://musebyclios.com/tag/eric-andr/) --- ### [Drumstick](https://musebyclios.com/tag/drumstick/) --- ### [Dr. Umstick](https://musebyclios.com/tag/dr-umstick/) --- ### [Booking.com](https://musebyclios.com/tag/booking-com/) --- ### [Zulu Alpha Kilo](https://musebyclios.com/tag/zulu-alpha-kilo/) --- ### [Tina Fey](https://musebyclios.com/tag/tina-fey/) --- ### [Etsy](https://musebyclios.com/tag/etsy/) --- ### [Orchard](https://musebyclios.com/tag/orchard/) 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Kotex](https://musebyclios.com/tag/u-by-kotex/) --- ### [Hellmann's](https://musebyclios.com/tag/hellmanns/) --- ### [MilkPEP](https://musebyclios.com/tag/milkpep/) --- ### [GALE](https://musebyclios.com/tag/gale/) --- ### [BetMGM](https://musebyclios.com/tag/betmgm/) --- ### [Highdive](https://musebyclios.com/tag/highdive/) --- ### [Tom Brady](https://musebyclios.com/tag/tom-brady/) --- ### [Wayne Gretzky](https://musebyclios.com/tag/wayne-gretzky/) --- ### [Trevanna Tracks](https://musebyclios.com/tag/trevanna-tracks/) --- ### [Wieden+Kennedy New York](https://musebyclios.com/tag/wiedenkennedy-new-york/) --- ### [Brian Monaco](https://musebyclios.com/tag/brian-monaco/) --- ### [Camille York](https://musebyclios.com/tag/camille-york/) --- ### [Peymon Maskan](https://musebyclios.com/tag/peymon-maskan/) --- ### [Pearl Jam](https://musebyclios.com/tag/pearl-jam/) --- ### [Ozzy Osbourne](https://musebyclios.com/tag/ozzy-osbourne/) --- ### [Julia 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### [Charlie's Bar](https://musebyclios.com/tag/charlies-bar/) --- ### [Toblerone](https://musebyclios.com/tag/toblerone/) --- ### [Le Pub](https://musebyclios.com/tag/le-pub/) --- ### [SNCF](https://musebyclios.com/tag/sncf/) --- ### [Rosa Paris](https://musebyclios.com/tag/rosa-paris/) --- ### [Scania](https://musebyclios.com/tag/scania/) --- ### [Åkestam Holst](https://musebyclios.com/tag/akestam-holst/) --- ### [Carrefour](https://musebyclios.com/tag/carrefour/) --- ### [Publicis](https://musebyclios.com/tag/publicis/) --- ### [Krispy Kreme](https://musebyclios.com/tag/krispy-kreme/) --- ### [Buzzman](https://musebyclios.com/tag/buzzman/) --- ### [Mimowi](https://musebyclios.com/tag/mimowi/) --- ### [Los padres de la criatura](https://musebyclios.com/tag/los-padres-de-la-criatura/) --- ### [JD Sports](https://musebyclios.com/tag/jd-sports/) --- ### [Celio](https://musebyclios.com/tag/celio/) --- ### [Taika Waititi](https://musebyclios.com/tag/taika-waititi/) --- ### 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