● Milk Man 2027: To prove that milk hydrates better than water, we decided to quench the internet's thirst. But first, we had to make the internet thirsty.

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Enter Milk's first ever thirst trap.

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We partnered with Charles Melton to create a series of cinematic, film-inspired portraits that were posted to his social channels, inviting the internet to do what it does best: leave thirsty comments. And thirsty they were.

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But instead of letting the comment section become the end of the consumer journey, we turned it into the beginning. Every thirsty comment triggered an instant DM inviting fans to hydrate their thirst with milk. Purchase milk and receive a free 2027 Milk Man Calendar featuring Charles Melton.

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Role: Associate Creative Director