ROLE: CD
CD/Art Director: Sebastian Piacentini
AD: Ralph Vibar
CW: Josh Sax

For over a decade, people have watched Mr. M get smashed over and over in Mucinex commercials. So, harnessing the power of Gen-AI, we put Mucinex’s iconic smash moment in the hands of the people and let them pulverize Mr. M with their wildest imaginations. No 2 smashes were alike.

At the point of doing this, no brand had used gen-AI in such an ownable and purposeful way, making us pioneers of sorts in this branded gen-AI foray… and one step closer to a possible AI uprising.

PRESS: Nvidia GTC 2024 / Campaign / The Hustle / Trendhunter / PRWeek

PROMO SPOT

CITY SMASHES - We launched the digital site with some IRL guerilla smashes.