MIB IN THE CLUB | CREATIVE DIRECTOR, POST-PRODUCTION
OVERVIEW
Listerine had a new product, Ready! Tabs, and a problem. Nobody knew how to use them. They needed to introduce an entirely new behavior to a millennial audience. We put them inside Men in Black.
We used the franchise's characters, iconography, and the hype around the new film to make the tabs feel like second nature. Pop one like an agent. The campaign ran across TV, social, and e-comm, with the product integrated directly into the film itself.
A mouthwash brand inside a blockbuster franchise. Gave the launch a ton of early buzz and moved a product that didn't exist in people's routines into their pockets.
CREATIVE DIRECTOR
Dylan Russell
STUDIO
SONY Pictures
AGENCY
Universal McCann
GROUP CREATIVE DIRECTOR
Katherine Auguston
COPYWRITER
Yoni Sallemander
EXECUTIVE PRODUCER
Alicia Calderon
PRODUCTION
Mob Scene
HERO SPOT
A woman spots two MIB agents slipping through a hole in the wall at a bodega. She tries to follow but gets stopped by one of the most beloved characters in the franchise, Frank the Pug. The price of admission? A Listerine Ready! Tab. She pops one, transforms into a Woman in Black, and she's in.
FILM INTEGRATION
We integrated into the Men in Black: International film during a pivotal scene, featuring the brand creative on a giant billboard in NYC.
CREATOR & PARTNER EXTENTIONS
Through a partnership with Fandango we encouraged the audience to try the product by incentivizing them with free tickets and reached a whole new audience through a creator's feed.
SELECTED WORKS