● Protein Hack: In a world where people were adding protein to everything from beer to breath mints, we decided to troll the trend by adding dairy milk to alt milks like oat and almond, reframing it as the ultimate protein boost.

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With Protein Boost, we partnered with Trisha Paytas and a lineup of bold, high-energy creators to turn the idea into social entertainment, using playful, hyper-relatable coffee orders to remind people that while everyone else was fortifying, enhancing, and reformulating, milk has been protein-packed all along.

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Through over-the-top humor and creator-led storytelling, we dramatized the absurdity of the protein craze and landed on a simple truth: milk is the original protein drink. No powders. No add-ons. No gimmicks.

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Role: Associate Creative Director