● What Milk Can't Do: We realized we were talking too much about what milk can do, like making you stronger. So we flipped it and made a campaign about what milk can’t do.

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The result was a series of seven fast-paced, anime-inspired films packed with bold visuals, rapid reversals, and lovingly exaggerated tropes. Each spot highlights milk’s real benefits by contrasting them with absurd, over-the-top limitations, from monsters with career dreams to teens scaling buildings to dodge curfew.

 

Built for a Gen Z audience fluent in anime, authenticity was everything.

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Role: Associate Creative Director