MOCK STUDIES
YSL TAN LINES SS24
WHY YOU NEED ME
MOCK STUDIES
WHY IT'S GREAT
Shot by Henrik Purienne and styled by Anthony Vaccarello, Tan Lines channeled 1990s nostalgia through golden-hour glow, slick skin, and understated glamour. The imagery was raw, cinematic, and emotionally charged—less about clothes, more about feeling. It wasn’t just a lookbook; it was a mood you wanted to live in.
YSL leaned into quiet luxury—minimal, provocative, and confident. The campaign tapped into the minimalist aesthetic. Swimwear, accessories, and even lifestyle pieces like a Wilson tennis racket told a story of effortless opulence and modern leisure. It was cohesive, sleek, and unmistakably Saint Laurent.
Tan Lines is everything a luxury campaign should be in 2024: emotionally resonant, socially native, and in with the trends. It seduced, capturing the kind of raw sensuality that doesn’t need context. In a market drowning in over-curation, Saint Laurent reminded the industry that sometimes the most powerful message is found in what’s left unsaid.
+33%
+25%
+42%
ENGAGEMENT VS. AVERAGE
CAPSULE SELL-THROUGH VS. S/S 23
SEARCH SPIKE FOR "YSL SWIMSUIT"POST LAUNCH
YSL TAN LINES SS24
MOCK STUDIES
YSL TAN LINES SS24
BUT LET'S MAKE IT GREATER
Tan Lines was visually rich — warm, nostalgic, and editorial in tone. It captured the 90s aesthetic beautifully, but stopped short of delivering on its concept. For a campaign with that name, the absence of actual tan lines felt like a missed opportunity. It whispered when it should’ve made a statement. Saint Laurent is about allure and provocation, not restraint — and this campaign, while sleek, lacked the edge to make it iconic.
The campaign needed to lean fully into its theme. Actual tan lines — from strap outlines to logo imprints left by sunblock or jewelry — would have visually grounded the concept and given it iconic status. A YSL logo faintly bronzed into the skin could’ve become the season’s most memorable fashion image.
Digitally, a hashtag like #YSLBurnedIn would’ve invited user reinterpretation, extending the campaign’s lifespan and deepening cultural relevance. Paired with a custom audio loop — whispering “Saint Laurent” over ambient summer sounds — it would have created a full sensory brand signature built for TikTok and Reels.
Releasing a tightly curated, limited-edition capsule — tan-through accessories, sheer cover-ups, monogrammed towels — as an exclusive drop would’ve amplified urgency, driven early hype, and translated the campaign’s concept into high-desirability, sell-out product.
Tan Lines had the makings of a modern classic — the mood, the aesthetic, the ambition — but it lacked the boldness to fully embody its concept. Saint Laurent is built on rebellion with elegance, not restraint. With sharper visuals, richer sensory layers, and a more daring creative direction, Tan Lines could have transcended a seasonal campaign to become the cultural fashion moment of the summer.
This is Saint Laurent. When it speaks, the world should feel it. Not just admire it.
+62%
+3X
+65%
+45%
REACH
BRAND RECALL
HIGHER ENGAGEMENT
CONVERSION BOOST
MOCK STUDIES
YSL TAN LINES SS24
EDITORIAL INSPIRATION THAT WOULD GIVE THE CAMPAIGN THE EDGE IT MISSED AND THE ENGAGEMENT IT NEEDED
MOCK STUDIES
BARILLA PLAYLIST TIMER
MOCK STUDIES
BARILLA PLAYLIST TIMER
THIS IS TASTY
Originally launched by Publicis Italy and Barilla in 2021, the Playlist Timer campaign kept its cultural grip well into 2025—proof that an idea rooted in simplicity, entertainment, and relevance can have major staying power. The concept? Spotify playlists timed to match the exact cooking duration of Barilla’s pasta shapes. It’s giving utility-meets-vibe.
What kept it fresh wasn’t just the idea—it was the way it slipped back into pop culture through social virality and pure digital nostalgia. Barilla wasn’t selling pasta. They were setting the tone for your whole cooking experience. Each playlist served up both music and mood: think "Mixtape Spaghetti" or "Boom Bap Fusilli." Cute, clever, and entirely shareable.
Barilla understood the assignment: meet Millennials and Gen Z where they live—on Spotify, in their kitchens, and in their feelings. No hard sell. Just a brand quietly inserting itself into an everyday ritual in a way that felt joyful, not forced.
It’s a reminder that sometimes, the most effective creative isn’t loud—it’s smart. Barilla turned the most overlooked part of cooking (waiting) into something worth remembering and sharing.
+37%
+18%
+22%
+2.5X
SOCIAL ENGAGEMENT VS. PREVIOUS BRAND POSTS
LIFT IN WEB TRAFFIC TO BARILLA RECIPE + PRODUCT PAGES
EARNED MEDIA VALUE VS. MEDIA SPEND
STREAMS ON BARILLA SPOTIFY PLAYLISTS
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MOCK STUDIES
BARILLA PLAYLIST TIMER
BUT LET'S MAKE IT YUMMY
While creatively on point, the campaign didn’t fully close the loop between hype and product. There were no direct purchase paths or strong CTAs tied to specific pasta shapes or playlists. So yeah—it was fun but didn’t exactly push conversion. The experience also lived entirely on Spotify. Gorgeous? Yes. However, it limited the campaign to only a certain number of users and also missed the chance to drive traffic to Barilla-owned platforms where they could’ve collected data, built retargeting pools, or even gamified the experience. And let’s talk localization—there wasn’t much. A global campaign could’ve been hyper-specific with music and recipe pairings tailored to regional culture. Imagine a reggaeton rigatoni moment in Miami. Missed opportunity.
So, how do we elevate an already iconic idea? Easy: more touchpoints, more personalization, and way more action.
Let’s start with tech. Picture a QR code on every Barilla box that unlocks the Playlist Timer on a microsite. Users pick their pasta shape, select their cooking vibe ("Chill Italian," "Summer Romance," "Family Dinner Frenzy") and get a playlist that’s perfectly timed and totally tailored.
Here’s where it levels up: real-time recipe cards, pairing suggestions, and exclusive product drops pop up while the playlist plays. There’s even an option to save playlists to your Spotify. Suddenly, we’re not just vibing—we’re building a relationship.
Cultural relevance? We’re turning it up. Local chefs and DJs would curate playlists for specific regions, and each experience ends with a discount code redeemable via DTC or grocery partners.
And of course, we’re calling in the pasta content king himself: @itsqcp. He’d post his signature pasta vids using Barilla and the Playlist Timer, perfectly matching the pasta to the track. His energy + our utility? Viral.
The revamped Playlist Timer becomes a full-funnel ecosystem. Still as fun, still as stylish, but now backed with strategy and impact.
Barilla won’t just soundtrack dinner. It’ll own the moment.
+72%
+3.5X
+66%
41%
IN PLAYLIST STREAMS
EARNED MEDIA VALUE VS. MEDIA SPEND
OWNED PLATFORM TRAFFIC
PRODUCT PAGE CONVERSIONS
MOCK STUDIES
PAINTED BASIC CANVAS
THIS IS STRATEGIC
The Basic Canvas Palette campaign, launched under James Charles’ brand PAINTED, proves that community-backed product drops still dominate when paired with platform fluency and personal influence. The launch wasn’t just about a product—it was a love letter to the makeup artistry community and a flex in creator-led branding.
Built on the promise of artistry over trend, the palette delivered a full spectrum of neutrals—a foundational set designed to complement any colorful creation. What made this launch especially clever was how it visually and conceptually positioned itself as the opposite of James' first palette collaboration with Morphe, which was built on vibrant color. This pivot to neutrals wasn’t just aesthetic—it was symbolic. James connected the new drop to his past with subtle nods to his most iconic moments and content, making the launch not only strategic, but deeply personal. It was a smart reinvention that leaned into legacy without repeating it. It wasn’t designed to go viral; it was designed to last.
What made it a success was James Charles’ mastery of integrated platform storytelling. The campaign spanned YouTube (with a highly produced commercial), TikTok (with raw, comedic, GRWM energy), and Instagram (where swatches and glam shots built momentum). It created conversation, not just content.
Painted didn’t rely on retail channels or paid media—it built a high-demand product on the back of digital loyalty. The palette sold out, but more importantly, it opened the door for James Charles to re-establish himself as a serious player in the beauty space.
It’s a reminder that creator brands, when done right, aren’t just influencer vanity projects—they’re audience-aligned, platform-native, and conversion-ready.
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+94%
+37%
+41%
#1
ENGAGEMENT RATE ON INSTAGRAM LAUNCH POSTS VS. 3 MONTH AVERAGE
TIKTOK HASHTAG VIEWS FOR #BASICCANVAS IN FIRST WEEK
TRENDING BEAUTY PRODUCT ON GOOGLE SHOPPING IN NORTH AMERICA
SELL THROUGH RATE IN THE FIRST 48 HOURS
MOCK STUDIES
PAINTED BASIC CANVAS
BUT LET'S REIMAGINE IT
Despite its success, while the launch dominated James’ core fanbase, there was minimal outreach to convert new audiences or win back skeptics. A collab with pro makeup artists or an in-store pop-up could’ve added cultural weight and third-party credibility.
The energy was there. The opportunity now is to make it last.
Let’s take what worked and build from it—not just louder, but smarter. Introducing a revitalized approach to the Basic Canvas Palette: rooted in artistry, but designed to deepen connection, spark nostalgia, and build legacy.
This time, it starts with the shade that broke the internet: Ringlight. A viral favorite from James’ previous Morphe collaboration, Ringlight became so iconic that palettes were resold years later just to get it. TikToks still reference it. Fans never stopped talking about it. That’s the emotional equity James could’ve tapped—so this reimagined drop includes a reformulated version of Ringlight as the hero shade, anchoring the entire collection.
Each Basic Canvas palette now ships with a QR code linking to exclusive tutorials, behind-the-scenes content, and James’ commentary on how every shade was developed.
And to keep momentum going, every customer gets a follow-up email funnel: thank-you messages, bonus tutorials, and a community spotlight feature opportunity. Hashtagged looks using #PaintedByMe get rotated weekly on Painted’s socials, giving everyday users a spotlight.
The campaign launches with “Back to Canvas,” a TikTok/YouTube series where pro MUAs, beauty creators, and everyday artists create looks with the same palette—but wildly different aesthetics. It turns one product into endless interpretation, building visibility and versatility.
This isn’t just a re-release. It’s a reminder: when a product is born from artistry and backed by audience memory, you don’t just launch—you continue the legacy.
+72%
+3.5X
+66%
41%
IN PLAYLIST STREAMS
EARNED MEDIA VALUE VS. MEDIA SPEND
OWNED PLATFORM TRAFFIC
PRODUCT PAGE CONVERSIONS
MOCK STUDIES
U UP? IKEA CANADA
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MOCK STUDIES
U UP? IKEA CANADA
WHY IT WORKED
IKEA didn’t just drop a campaign — it slid into your DMs. Literally. By sending cheeky “u up?” messages to Instagram users active after 10PM, IKEA Canada tapped directly into the cultural language of late-night scrolling, turning insomnia into an opportunity for connection. The campaign blended humor, digital intimacy, and sleep wellness all in one bold move. It wasn’t about selling a product — it was about being in the moment.
The genius? IKEA didn’t try to be louder — just smarter. They knew where their audience lived (Instagram), when they were online (late-night), and what they were feeling (tired, overstimulated, wide awake). From there, it was a seamless jump to mattresses. A 15% discount link dropped directly into inboxes was both unexpected and totally on-brand. Even the tone — flirty, casual, self-aware — reflected how Gen Z and Millennials communicate.
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And they didn’t stop there. Outdoor billboards mirrored the message, reinforcing the brand voice across both digital and IRL touchpoints. The campaign felt social-native, emotionally in-tune, and strategically sound. IKEA reminded the industry that sometimes the best media plan is just showing up at the right time, in the right place, with the right tone.
It’s a case study in cultural fluency. IKEA didn’t interrupt the feed — it became part of it.
+27%
+19%
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EARNED MEDIA VALUE VS. MEDIA SPEND
OWNED PLATFORM TRAFFIC
PRODUCT PAGE CONVERSIONS
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MOCK STUDIES
BUT LET'S REIMAGINE IT
The “U Up?” campaign made headlines — and rightly so. IKEA Canada tapped into digital culture with one of the most refreshingly human stunts in recent memory: DM’ing late-night Instagram scrollers with a flirtatious message and a mattress discount. It was clever, cheeky, and totally in tune with how Gen Z and Millennials actually interact online. But here’s the truth: the spark was there… the follow-through wasn’t.
So let’s take what worked and give it real staying power. Because it didn’t need to go louder. It needed to go deeper.
This reimagined version keeps the DM — but turns it into a full experience. A “u up?” message now links to a personalized Sleep Kit landing page. Think of it as IKEA’s version of a bedtime ritual: a quick quiz reveals your biggest sleep struggles (too hot? too anxious? too wired?) and serves up a curated mattress, comfort items and a custom discount code that actually makes sense for your problem. It doesn’t just give you a discount — it gives you a reason.
And the campaign doesn’t stop at click. Enter Insomniac Confessions: a TikTok-first creator series where influencers and fans alike spill their most chaotic 3AM thoughts from their IKEA bedrooms. One spot ends with, “If you’re gonna spiral, do it on memory foam.” The result? UGC gold. Followers stitch, duet, and post their setups using #UUpConfessions and #UUpSetup — with IKEA reposting the best ones and even recreating them IRL as display bedrooms in stores.
Because when the internet’s up late, so is IKEA. But now it’s not just saying “u up?”
It’s saying: “Let’s help you sleep.”
+63%
+5.1x
+46%
EARNED MEDIA VALUE VS. MEDIA SPENT
CONVERSION RATE
CLICK-THROUGH RATE FROM DM
U UP? IKEA CANADA
MOCK STUDIES
HARIBO KIDS VOICE - FOOTBALL
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MOCK STUDIES
HARIBO KIDS VOICES - FOOTBALL
MOCK STUDIES
HARIBO KIDS VOICES - FOOTBALL
THIS IS GOOD
Haribo’s “Kids’ Voices” campaign has long been a masterclass in playful branding. With its 2024 “Football” installment, the brand didn't just score a touchdown—it danced in the end zone. By placing two grown-up football players on the sidelines, speaking in authentic children's voices about their love for Goldbears, Haribo seamlessly blended humor with heart. The juxtaposition of rugged athletes and innocent chatter created a memorable, shareable moment that resonated across demographics.
Strategically timed to debut during the 66th Annual Grammy Awards, the ad capitalized on a massive viewership, ensuring maximum exposure. The campaign's success was further amplified by collaborations with NFL stars Donald Driver and Marquez Valdes-Scantling, who recreated the ad's dialogue on social media, bridging the gap between traditional advertising and digital engagement. This multi-platform approach not only reinforced brand messaging but also expanded its reach to diverse audiences.
By doubling its media spend and investing in high-quality production, Haribo demonstrated a commitment to maintaining the campaign's top-tier status. The “Football” ad, like its predecessors, continued to test in the top 1% of ads, showcasing the enduring appeal of the “Kids’ Voices” concept. In a crowded advertising landscape, Haribo's ability to evoke genuine joy and nostalgia set it apart.
Haribo reminded the world that sometimes the best marketing doesn’t push product — it just brings back the feeling of being a kid again.
TOP 1%
50+
OF ADS FOR EFFECTIVENESS
UNIQUE EXECUTIONS
MOCK STUDIES
HARIBO KIDS VOICES - FOOTBALL
BUT LET'S MAKE IT AMAZING
The original “Football” ad nailed the brand tone — playful, simple, and instantly recognizable. But while it scored points for charm and memorability, it barely tapped into the full cultural power it could’ve had. The idea was gold. The opportunity? Still wide open.
So let’s go beyond the sideline gag. Let’s create a Haribo moment that lives in the stadium, the feed, the meme culture, and the candy aisle — all at once.
This reimagined version keeps the concept of kids’ voices in unexpected places but turns it into a multi-platform sports satire. We launch with a new ad: a full-blown “Haribo Halftime Show”, where an entire game recap — players, coaches, even the referees — is dubbed with chaotic, adorable kid voices. Think NFL Films, but narrated by preschoolers. “He tackled me ‘cause he’s jealous.” It ends on: “Even grown-ups sound like kids when they talk about Haribo.”
And we don’t stop at the screen. Enter “Mic’d Up by Haribo”, a TikTok-first content series where athletes re-read their most intense on-field moments… but pitched like they’re 5 years old. It’s the sports marketing version of voice-fueled cosplay, and fans eat it up. The result? A wave of UGC challenges where creators dub their gym routines, workouts, or game-day speeches with Haribo-style kid commentary.
To keep the momentum going, we launch a limited-edition Goldbears Gameday Pack, featuring gummy versions of football gear and packaging printed with real fan-submitted “kid quotes.” Each bag comes with a QR code to remix your own kid-voice audio for social.
Because if the original campaign reminded us that everyone’s a kid at heart, this one lets you play like it.
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+78%
+4.2X
+62%
EARNEDMEDIA VALUE VS. ORIGINAL "FOOTBALL" AD
RECALL
INCREASE IN UGC
MOCK STUDIES
CALVIN X BAD BUNNY
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THIS IS STRONG
Calvin Klein’s legacy of iconic underwear ads added a new chapter in 2025 when global superstar Bad Bunny stepped into the frame. This wasn’t just a Calvin Klein campaign. This was a cultural reset.
The moment Bad Bunny stepped into that signature CK frame, the internet paused — and rightfully so. The campaign was intimate but bold, edgy yet emotionally grounded — a perfect blend of classic CK minimalism and modern cultural power. Shot in Puerto Rico, the visuals stripped away everything performative and gave us Benito in his rawest form: confident, vulnerable, and unapologetically himself.
Calvin Klein didn’t just slap a face on the product. They understood the assignment. They didn’t tame his energy — they spotlighted it. The result? A campaign that merged fashion legacy with modern identity in a way that felt personal and powerful.
It’s a reminder that when the right person wears the brand, the brand becomes a mirror — not a mask.
+8.4M
+56M
MEDIA IMPACT VALUE WITHIN 48 HOURS
COMBINED VIDEO VIEWS ON TIKTOK + INSTAGRAM
This wasn’t just about underwear. It was about ownership — of self, of style, of space.
What made it brilliant was the restraint. The clean, minimal aesthetic let the storytelling breathe. Bad Bunny’s body language, his roots, his softness — it all said more than any tagline could.
The campaign lived across every feed, every group chat, and every explore page without ever needing to shout.
+3.7M
SOCIAL LIKES IN 72 HOURS
MOCK STUDIES
CALVIN X BAD BUNNY
BUT LET'S MAKE IT POWERFUL
The original campaign was already a cultural moment — Bad Bunny, stripped down in all his softness, shot in Puerto Rico, framed by the iconic Calvin Klein aesthetic. But it stopped short of becoming a cultural movement. It was raw and intimate, yes — but the narrative left so much power untapped.
For a campaign that centered someone as influential and multidimensional as Benito, it needed more than minimalism. It needed layers. It needed voice. It needed legacy.
This reimagined version leans fully into Bad Bunny’s persona — not just as a fashion icon, but as a cultural storyteller. The capsule drop? Deeper. The community impact? Real. The creative? Not just provocative — purposeful.
The campaign now centers on “Básico, Not Basic,” a capsule co-designed with Benito featuring intimate touches — lyrics printed on seams, skin-tone boxers, tattoo-threaded denim. Every piece speaks to softness as power, and basics as identity.
To elevate emotional connection, Calvin Klein launches the #MyCalvinsConfession challenge, kicked off by Benito himself. In cities like San Juan, NYC, and LA, fans step into Confessional Booths to record short videos wearing Calvin Klein and sharing what it means to be truly themselves. Online, an AR version drops with Bad Bunny’s voice leading the prompt:
“Lo más básico... puede ser lo más tuyo.” (The most basic thing… can be the most you.)
The capsule funds Latinx youth art education programs in Puerto Rico — transforming the campaign from a visual moment to a lasting contribution.
Because Calvin Klein isn’t just selling underwear. It’s platforming people. And Benito made that platform feel like home.
