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, for which I delivered campaign write-ins that had the clients grinning and laughing for the whole presentation. They also bought another idea we presented: 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 attitude?
