The Super Mario Bros. Movie

A Super Bowl spot introduced Mario and Luigi’s plumbing business. We built it into something real. A working website, a live phone number, and service vans people could actually call.

The film’s world showed up in the real one.

Amazon Music

To launch Call Me If You Get Lost, a phone number became the entry point. Fans called in and unlocked messages, content, and live show details.

You had to dial it to get it.

Illumination

The internet decided Nikola Jokić looked like Gru. We leaned into it. From a therapy-style spot to a playoff arrival in full Gru attire, the idea moved from meme to real-world moment.

A joke the internet made first, scaled properly.

Spotify

A fictional island from a music video became something fans could explore. Clues led people through the internet and into a live performance with Harry Styles.

A rollout that behaved like a place.

Spotify

For African Giant, a Brooklyn ATM dispensed Burna Boy’s custom currency. Each bill unlocked the album. The moment led to a live performance for the people who showed up.

An album launch with physical gravity.

Park MGM Las Vegas

Six films. Each exactly 8.2 seconds long. Directed by Michel Gondry, they captured the moment people fall in love and were released across billboards, theaters, and IMDb.

Short films, treated like cinema.

War Child

For BRITs Week, Slinkachu installed miniature figures across London playgrounds. Tiny scenes sat inside real environments, reframing everyday spaces through the lens of conflict.

Work that required you to look twice.

O2

O2 gave customers 48-hour early access to the biggest shows. The campaign focused on proximity. Fans closer, earlier, and in moments most people never get.

Access made visible.

Illumination

Minions: The Rise of Gru became a cultural moment.

With subversive content, bold storytelling, and dozens of strategic partnerships, it tapped into Gen Z nostalgia, ignited the viral #gentleminions phenomenon, and delivered a record-breaking $940 million global box office.

The Super Mario Bros. Movie

A scene-stealing moment became a standalone release. “Peaches” moved beyond the film as a full track and live-action video starring Jack Black.

A character beat that didn’t stay contained.

lululemon

“This Is Yoga” expanded the practice through culture.
Artists, musicians, and athletes reinterpreted it across different disciplines and communities.

A broader definition, expressed through people.

Smirnoff

Smirnoff addressed the gender gap in electronic music with a global commitment to increase female headliners.
In partnership with THUMP, Broadly, and Spotify, the campaign combined editorial platforms, a documentary featuring The Black Madonna, and industry pledges to drive participation.

By 2022, female representation on lineups increased from 9.2% to 24.6%, showing measurable change at scale.

Spotify

On the eve of NINE, Spotify staged a small show with outsized reach.
Blink-182 played nine songs for a room of fans, while millions watched it unfold live.
An album launch that felt deliberately scaled down, then broadcast everywhere.

Theory of Style

Style is a way of doing something.
It shapes how an idea shows up and how it’s understood.
The same action can land differently depending on how it’s executed.

Amazon Originals

Amazon turned Prime Day into a piece of entertainment.
A multi-platform music special featuring Billie Eilish, H.E.R., and Kid Cudi reframed a retail event as something to watch.

Spotify

Spotify turned i,i into a living system.
Real-time streaming data drove evolving visuals, making each listen part of the output.
The album changed as people engaged with it.

O2 UK

O2’s music app became a canvas for innovation with Radio Soulwax, a groundbreaking collaboration with Belgian brothers David and Stephen Dewaele.

Dubbed “musical films based on record sleeves,” these hour-long audio-visual mixes fused genre-defying tracks with dynamic, animated cover art—turning album sleeves into living, breathing stories. These multisensory journeys reimagined how we experience music.

Spotify

Taylor Swift’s return to Spotify was a masterclass in fan connection.

Handwritten letters appeared in real-world locations, and intimate voice memos surfaced through an interactive countdown playlist, leading Lover to shatter records with 650+ million first-week streams.

Spotify

With over 8 million followers and 43 versions globally, New Music Friday is where discovery meets influence.

For artists, it’s a powerful gateway to new audiences in the streaming era. For fans, it’s the ultimate weekly playlist to uncover fresh tracks and future favorites.

The Super Mario Bros. Movie

From plumbing to turtle-stomping, Mario’s boots do it all—so Red Wing Shoes recreated them pixel for pixel from The Super Mario Bros. Movie.

Unveiled at Nintendo New York on MAR10 Day, the one-of-a-kind boots drew huge crowds of fans and press. Built with real leather, slip-resistant treads, and a mushroom-infused heel pad, they’re perfect for plumbing emergencies, high-stakes boss battles, and whatever it is Mario actually does between games.

LCD Soundsystem X Amazon Music

When Omicron canceled LCD Soundsystem’s Brooklyn residency, Amazon Music delivered the ultimate consolation: a holiday special directed by Eric Wareheim.

Part live performance, part 90s sitcom, the show followed the band prepping for their own holiday special—with Wareheim playing James Murphy and a cast that included Macaulay Culkin, Christine Ko, Aparna Nancherla, and Luenell as the rest of the band.

Eric called it “the highest form of art,” while James summed it up best: “I’m stunned someone let us do this.”

88RISING

For Asian American and Pacific Islander Heritage Month, 88RISING threw a festival where borders didn’t matter—Asia Rising Forever, a global, virtual celebration of Asian talent.

Hosted by Dumbfoundead, the lineup featured electrifying performances from Rich Brian, NIKI, Yuna, KANGDANIEL, Beabadoobee, and more.

The live stream on Twitter and YouTube pulled in over 22 million viewers, with #AsiaRisingForever trending #1 worldwide