Doich

THE ROLES: Creative Direction, COPYWRITING, AI ANIMATION

THE JOB: Doich wants to rewrite the rules of indulgence, and with their delicious, no-junk-ingredient snacking doughs like “WTFudge Brownie” and “Basic Batch,” they have the attitude to do it. After refreshing their logo and branding, they needed a campaign idea to begin their takeover of the snacking world.

THE RESULT: I led a team of creatives to land on Doich’s campaign idea, Big Dough Energy. We wanted the brand to lean into irreverence and bucking snackspectations—reiterating this is “not your grandma’s cookie dough recipe” but a no-guilt indulgence for adults—and my write-in for the campaign had the Doich team grinning for the next hour. Doich also bought another idea we presented: a brand mascot!

SAY WHAT? That’s right! If you want to subvert snacking expectations, why not take a certain eponymous cookie-loving puppet and employ a mascot that embodied the brand’s rebellious attitude?

We built a mascot for Doich in a lab using the latest and greatest technolo—okay, we used AI. After researching a variety of image and video generation tools, I made our prickly little ball of snacking dough, which the Doich team adopted on the spot.

Once we got to work on the integrated campaign, we used animators and a voice actor to bring our little guy to glorious life.

THE RESULT: The Doich Mascot’s CTV ad now graces screens across America, spreading the good word of snacking dough and garnering millions of impressions with a VCR of +98% in just under 2 months. Now that’s what I’d call Big Dough Energy.