2020
Krispy Kreme: Spot Happy
Helped Krispy Kreme connect with a burned-out Gen Z by making their Original Glazed Doughnut a literal lens for finding happiness in everyday life.
Art Direction
Campaign Ideation
Know More
We turned a doughnut hole into a lens for finding happiness.
Background
When Krispy Kreme came to us, their flagship product needed a bigger reason to exist.
The Original Glazed Doughnut was iconic but it was still just a snack. The opportunity was in finding something Gen Z genuinely felt and connecting the doughnut to that. Not forcing it. Just finding where the product and the emotion actually met.
Idea
Spot Happy
The Original Glazed Doughnut became a viewfinder. Hold it up and you saw the happiness hiding inside every hard moment. A commute. A bad comment section. A long day at work. The doughnut reframed all of it.
Execution
A film, in-store campaign, and social content built around one consistent visual idea.
We selected a director known for Filipino Gen Z music videos to ensure the aesthetic felt authentic. The campaign extended from the film into every touchpoint, keeping the Spot Happy idea alive across the full customer journey.
More Works
2020
Krispy Kreme: Spot Happy
Helped Krispy Kreme connect with a burned-out Gen Z by making their Original Glazed Doughnut a literal lens for finding happiness in everyday life.
Art Direction
Campaign Ideation
Know More
We turned a doughnut hole into a lens for finding happiness.
Background
When Krispy Kreme came to us, their flagship product needed a bigger reason to exist.
The Original Glazed Doughnut was iconic but it was still just a snack. The opportunity was in finding something Gen Z genuinely felt and connecting the doughnut to that. Not forcing it. Just finding where the product and the emotion actually met.
Idea
Spot Happy
The Original Glazed Doughnut became a viewfinder. Hold it up and you saw the happiness hiding inside every hard moment. A commute. A bad comment section. A long day at work. The doughnut reframed all of it.
Execution
A film, in-store campaign, and social content built around one consistent visual idea.
We selected a director known for Filipino Gen Z music videos to ensure the aesthetic felt authentic. The campaign extended from the film into every touchpoint, keeping the Spot Happy idea alive across the full customer journey.
More Works
2020
Krispy Kreme: Spot Happy
Helped Krispy Kreme connect with a burned-out Gen Z by making their Original Glazed Doughnut a literal lens for finding happiness in everyday life.
Art Direction
Campaign Ideation
Know More
We turned a doughnut hole into a lens for finding happiness.
Background
When Krispy Kreme came to us, their flagship product needed a bigger reason to exist.
The Original Glazed Doughnut was iconic but it was still just a snack. The opportunity was in finding something Gen Z genuinely felt and connecting the doughnut to that. Not forcing it. Just finding where the product and the emotion actually met.
Idea
Spot Happy
The Original Glazed Doughnut became a viewfinder. Hold it up and you saw the happiness hiding inside every hard moment. A commute. A bad comment section. A long day at work. The doughnut reframed all of it.
Execution
A film, in-store campaign, and social content built around one consistent visual idea.
We selected a director known for Filipino Gen Z music videos to ensure the aesthetic felt authentic. The campaign extended from the film into every touchpoint, keeping the Spot Happy idea alive across the full customer journey.
More Works