.

We worked closely with locals; including Cabral, the practical FX team at Labhouse who deployed roughly 10,000 pounds of fake snow, and many of the featured extras who were cast off the street in front of their homes. We even enlisted a local, professional stunt chicken named Carlita.

A team of sleepless wizards at Blacksmith in NYC handled the VFX to supplement the practical explosions.

We blew up an Apple logo the size of a baby watermelon to achieve the end animation.

The track “Puff” rose to number two on Shazam Discovery and Bizarrap hit #1 on Spotify global charts with 947,862,426 streams.

Toronto

Jakarta

New York

London

Mexico City

Los Angeles

Beyond OOH, we also quietly hid pieces on Spotify’s social handles and on platform. This got users streaming even more of Swift’s music during their search for clues.

Once Swifties solved the puzzle, we flipped every media placement from a clue to the final reveal.

As a gift to Swifties for their hard work, we surprised them with a film that brought the puzzle to life. Our film featured 100+ Easter eggs, spanning Swift’s entire catalog and viral moments from her year. It was shared by Taylor and so embraced by Swifties they thought it came from the artist herself.

What could have been a straightforward announcement, instead became an overnight obsession for millions of Swifties. Their sudden traffic may or may not have crashed Spotify. I legally can’t confirm or deny that. But I’ll just leave this here.

Would you Die #ForTheThrone?

During the show’s yearlong hiatus, a new challenger to the throne rose to power—the Bud Knight. So, we teamed up with Bud Light and W+K to pull off the public execution of their beloved hero on the world’s biggest stage. After all, “When you play the Game of Thrones, you win or you die.”

From the director to the dragon, we tapped more than 25 crew members from the series, even the Mountain himself. All to ensure everything felt authentic to the show. And we added plenty of extra details to turn the Internet into a frenzy.

We hid the Cleagane and Martell house sigils to harken back to the Mountain vs the Viper show moment from season 4.

Would you Bleed #ForTheThrone?

When extreme winter weather caused an emergency blood shortage for the American Red Cross, a show known for its bloodshed rallied the its fans to make a blood sacrifice. Kicking off at SXSW before spreading worldwide, we saved an estimated 1 million lives and increased US blood donations by 12%.

Would you Quest #ForTheThrone?

Characters have sacrificed everything to sit on the Iron Throne. But in the real world, fans have had it far too easy. So, we turned the tables and put fans to the test—dropping 360 videos of six thrones in six secret locations all over the world. Putting the challenge out to fans to find them using only a few cryptic clues and hints within the videos: time of day, geography, weather, nature sounds and carefully planted Easter eggs.

We drove 30,000 fans from 98 countries to travel a total of 4.5 million km to make their claim to the throne like true rulers of the realm.

Would you change your name #ForTheThrone?

In the lead up to the season 8 premiere, on April 9th the Minnesota Timberwolves accepted our challenged and officially became the Minnesota Direwolves for the rest of their NBA season.

Would you speak a fictional language #ForTheThrone?

Nationwide burger chain Shake Shack created the Dragonglass Shake and Dracarys Burger for Game of Thrones fans. However, to elevate it above a standard licensing deal, the only way customers could receive them was if they ordered in Valyrian. To help them with this, we teamed up with Game of Thrones linguist and creator of the language, David J. Peterson.

Would you sacrifice your branding #ForTheThrone?

Product licensing deals are synonymous with overt branding, so we challenged Mountain Dew to strip theirs to become “a can with no name.”

The more we challenged, the more the world responded.

We partnered with brands like Etsy and Realtor.com to graph how this year’s top songs had an effect on the real world. Like a rise in streams of SZA’s “Kill Bill” led to a decline in the popularity of the name “Bill” according to Nameberry’s baby name database.

To celebrate Ice Spice’s 100M streams, we spelled out the entirety of her realest lyric of the year across 100 Meters. A random Tiktoker with only 524 followers captured it in a post that got over 5.5 million views.

We celebrated how listener data revealed what’s real. And what’s a little too real.

We created really f@%king big artist-inspired objects in cities with their biggest stream counts. The ‘Hair Clips’ in Toronto also marked the first time in a decade that Drake participated in Wrapped.

In a series of social films shot by KingShe, we celebrated the way the top songs and genres made us feel. Because after all, you can’t fake a feeling.

We took delivering receipts on the year literally and opened a mini mart that turned stream counts into real currency for artist merch.

Copy below translates to, “For everyone who has streamed for more 50,000 minutes”

After nine years, 2023 Wrapped still managed to be biggest topic on the Internet that day. Apologies to the Kissinger estate.

And read all the articles behind the film here.

The woman of the hour gave us a little shoutout.

In OOH and social, we subverted summer tropes and celebrated this uniquely sad but playful aesthetic. All of the pieces drove to a new Bummer Summer playlist featuring top sad songs of the summer.

Here’s a few behind the scene snaps from our shoot with Abdi Ibrahim and dela revolucion.

Then we partnered with D4vd, a trending artist on Spotify known for sad bops and sculpted him into a bronze statue, bursting with “tears.”

A Spoticode on the fountain in D4vd’s top streamed city of Houston drove to our Bummer Summer Playlist and even encouraged a coin toss 4 listener’s sad thotz.

The campaign was quickly picked up by influencers in music and fashion, it was parodied by @FuckJerry meme accounts, and even discussed by thought leader Scott Galloway on The Prof G Pod which got 23,000 streams.

Title translates to, “A corner of paradise.”

The campaign ran globally across 5 countries, including France, Australia, Canada, the UK, and the US.

We also created a full design system for OOH and social.

A fast-paced, sports-ad-meets-get-out-the-vote campaign, our film used playful and at times epic cinematography to portray everyday voters in a heroic, empowering light. Because while there were many questions in this election, there were many more Americans determined to make sure their vote is counted in 2020.

longform film

To help ensure that no one was counted out, Meta launched the Voting Information Center: a massive voting information initiative with the power to provide millions of users with information from election authorities.

In June, Meta set a goal to help 4 million people register to vote in the election. One week prior to the election, Meta had already helped 4.4 million people register. The campaign delivered over 1 billion impressions to remind people to register and was featured in 40 articles, had 400 hits in local broadcast, and influencers garnered 1.25 million interactions on Instagram and 25.1 million interactions on Meta.

To celebrate our users' love for hardcore and plants, we teamed up with LA streetwear brand Brain Dead to launch a limited-edition collection of gardening gear and gadgets including gloves, plant food, watering cans, pots, and even real seedlings pre-exposed to the power of hardcore music.

To connect with fans, we enlisted legit hardcore bands, SPY, GEL and Diztort across the partnership.

We invited influencers to unbox pieces of our collection at home.

The collection drove to an original playlist co-curated by horticulturist Chris Beardshaw for maximum vibe and plant efficiency. As an enhanced playlist, it featured videos from Beardshaw unpacking the science.

In markets with top hardcore listenership, we hosted a greenhouse concert series where fans could bring their plants and soak in performances by SPY, GEL and Diztort. That’s right. The real patrons of these shows were plants.

The collection and tickets for the concert series sold out almost immediately.

The vocal performances were done by Mumu Fresh and Shane Eli, who are two artists/musicians immensely talented in their own right but who also collaborate on occasion. The film is supposed to be a bit playful, and we like the idea of a duet—the duo going back and forth—almost like athletes competing.

Every line of the script was intentionally crafted as a riddle for the viewer to solve. Sure, it might fly over some heads, but to WHOOP, that's the point. This was about celebrating our audience’s unique knowledge. For that reason, we had to make sure these “riddles” weren’t easy to crack at a glance.

Without ruining the fun and giving away the full puzzle, here are a few breadcrumbs.

“98 marked the 6th’ references the year a team won their sixth title.

'6'3''' is six foot, three inches.

'Feet speak French' references the vernacular of ballet.

'See courts in 20/20' references court vision in basketball.

'One is 15 and three's 40' is scoring in tennis.

'26.2' references a major record in running recently broken.

After the film aired, we had our performing artists post our script on Genius.com and invited the Internet to decode the meanings behind every word, just like they would with any other song lyrics.

Those who truly knew the inside of everything and could crack the lyrics, competed to win a free WHOOP strap and yearlong membership. In only a few days, every riddle was solved and we had our winner.

One lucky fan took home a free membership and, importantly, embarked on a new meaningful journey of self-discovery with Whoop.

Part musical. Part live event. Part donation drive.
Our show pulled in $310,924 in only 30 minutes, that's $10,000 every minute for Broadway Cares and the New York City Mayor’s Fund. An enormous sum by Broadway standards and nearly as much money as Hamilton made in box office sales opening weekend. Nearly 5,000 people tuned in live, a total five times the seat capacity of the show's scheduled Broadway theater during a full house.

We helped the Sing Street cast maintain vital momentum that would anchor their upcoming theater debut in the future. And we secured much-needed funds that were sent to the epicenter of the pandemic in the heart of NYC.