Alex and Gastón are creative directors at GUT Amsterdam. They began working together 8 years ago in Buenos Aires for brands such as Stella Artois, Globant and Coca-Cola, before moving to the Netherlands. 

We spent two minutes with Alex and Gastón to learn more about their background, their creative inspirations and recent work they’ve admired.

Alex and Gastón, tell us …

Where you grew up, and where you live now.

• Alex: I grew up in Buenos Aires, which can be quite fun because there’s always something unexpected happening. Now I’m in Amsterdam, and so far it seems to work under the same premise.
• Gastón: Born and raised in Buenos Aires, one of the many cities that claims to “never sleep”—but it took a nap every few days. Moved to Amsterdam. First time living abroad!

How you first realized you were creative.

• Alex: When I failed every class in school except for the ones that were about art, reading or writing. 
• Gastón: When my schools started making dances and events and everyone kept coming to me to do flyers and communications, I started thinking that maybe there’s something to it.

A person you idolized creatively early on.

• Alex: Werner Herzog or Jake Phelps
• Gastón: I always tend to remember and praise the work more than people. I remember wanting to be like Mike Tyson when I was a kid.

A moment from high school or college that changed your life.

• Alex: I was at university about to enroll in a journalism program. When I was walking up the stairs, I ran into an advertising teacher who invited me to have coffee. I guess he changed my mind.
• Gastón: When I got out of there! Jokes aside, I think it’s actual field experience and putting what you do out there that gets you chiseled into who you are.

A visual artist or band/musician you admire.

• Alex: I’ve been into Wet Leg but, I will always admire Donald Glover as a creative. Also, I’ve been listening to Eastern European Orthodox Church choruses.
• Gastón: Justice and the whole French house era taught me how to be cool at the time. Also, I know it’s controversial now, but Kanye was inspiring as a visual artist.

A book, movie, TV show or podcast you recently found inspiring.

• Alex: Last year, I read The Devil in the Kitchen, Marco Pierre White’s autobiography. Also, I loved Aki Kaurismäkiki’s film Fallen Leaves.
• Gastón: How Do They Do It? and the whole golden age of Discovery Channel.

One of your favorite creative projects you’ve ever worked on. 

• Alex: “The Artois Probability.” It made us dive deeply into art history and have talks with historians. It forced us to learn about Flemish painters and European culture.

• Gastón: “Stuck in Consultancy” for Globant. 
   

A recent project you’re proud of.

• Alex: I’ve been helping a friend of mine with his art collective movement—an editorial publication/clothing brand.
• Gastón: I started a brand of silverware. It is interesting to see how you apply something you do every day, like building a brand, to a personal project. That applies to art direction, design and conceptualization to actual physical objects.

Someone else’s work that inspired you years ago.

• Alex: Definitely Spike Jonze’s “Girl Skateboards” videos. Each brand and skater had their own personality, built by music, editing style, photography and directing. My mind exploded along with that ladder they blew up for Mike Mo’s switch-flip.

• Gastón: Anthony Bourdain. This man gave me my love for cooking. He taught me to mix everything you see to create something new and to look for flavor in the most unknown corners of the world. The best food is often the simplest, just like the best ideas. Industry-wise, I would’ve loved working at Cliff Freeman & Partners.

Someone else’s work you admired lately. 

• Alex: Pia Riverola’s photography, Pablo Rochat, Robert Eggers—and advertising-wise, I really liked Samsung’s “iTest.”

• Gastón: Liquid Death makes me pumped to keep trying to build a brand as cool as that one. Actually, I’d love to do something with them. Also, a special mention to MSCHF, those guys are creative activists.

Your main strength as a creative person.

• Alex: I care a lot about ideas and about making them happen, so I go far to make them live.
• Gastón: I care less. I try to make ideas work without forgetting what they are: advertising ideas. If selling mayonnaise is not fun then what is? I believe that’s what makes us a good duo.

A mentorwho helped you navigate the industry.

• Alex: Ammi, Mati, Lorenzo D’Angelo, Gus, Mia, Ana, Fran and Mario, Greco and Gamba. 
• Gastón: Also our friends Don Diego Melfi, Manu Fernandez de Luca and Emi Adams.

How you’re paying it forward with the next generation of creatives.

• Alex: This might be a cliché, but I try to help creatives develop their own style rather than copying what has been done or what’s going to be approved by bosses or clients.
• Gastón: Anyone looking for an internship?

What you’d be doing if you weren’t in advertising.

• Alex: Writing and starving. Unless someone I knew owned a little place and could feed me for free.
• Gastón: I always dreamed of having a restaurant. Maybe I should start with a small coffee place.

It’s been a banner week for anthropomorphic adventures.

Readers might recall Hinge’s furry app mascots going 3-D and visiting heaven to tout the dating service.

Meanwhile, back on Earth, Mercado Libre boxes sprout feet and give cutesy cardboard performances to celebrate the online marketplace’s 25th anniversary in Latin America.

Does the campaign film by GUT in Mexico City and Primo director Nico Perez Veiga deliver Malvina Reynolds’ classic but overused “Little Boxes” as the soundtrack? We all know the answer to that.

That anti-establishment ditty sure works overtime in ads.

“This film posed a significant challenge due to our unique approach,” agency CCO Ramiro Rodriguez Cohen tells Muse.

“Initially, we traveled to Montevideo to capture empty plates, which we later used as a canvas to design and insert the boxes into each shot. Our script outlined the characters we envisioned for each box: Monsters, clowns, robots and more.”

And these turned out to be prize packages, one and all. They populate fanciful frames that feel in step with the brand mission. And unlike Amazon’s smiley singin’ containers, they keep their flaps shut.

“The process spanned five months: from the green light for production to the actual shoot, followed by three months of designing, animating and integrating the small boxes into every scene,” Cohen says. “We meticulously considered their personalities, movements and sounds—essentially breathing life into them.”

The shoot proved especially challenging, as the team began without the physical boxes.

“Yet, armed with a clear plan and a precise shooting board, we—along with the director and the VFX studio Mathematic—stayed on track,” he recalls.

“While exploring the city, we captured additional footage. As a quirky touch, we even used real boxes with wooden legs as stand-ins. These peculiar props helped us gauge proportions and frame sizes for each shot.”

It’s almost like they thought outside the … something. It’ll come to me.

Which brand will take home the 2024 Super Clio for the best Super Bowl commercial? We’ll find out on Feb. 12.

Most of us take our ability to snap pics with our smartphones for granted. However, it’s no simple task for people who are blind or have low vision.

Which is why, according to Google, the Pixel 8 with integrated Guided Frame is a game-changer. The AI-powered accessibility feature detects objects, people and pets and speaks to user, advising them how to position their handsets to capture an image.

The company demonstrates in “Javier in Frame,” an endearing Super Bowl ad that airs during the 2nd quarter.

Google enlisted Smuggler’s Adam Morse, who is blind, to direct the commercial. The British-born Morse lost most of his eyesight at the age of 19 due to a mitochondrial disease called Lebers Hereditary Optic Neuropathy.

The spot follows Javier, a blind man, as he starts a family with his partner, Nikki. They chronicle the big moments of their journey through images he shoots with his Guided Frame-equipped Pixel.

Morse, Google Creative Lab and GUT developed the :60. The ad is instructive as well as heartwarming. It’s impossible not to feel the joy as Javier and Nikki’s love story unfolds.

“Google is at its best when we are able to tell human stories,” says Armando Samuels, Google creative lead, devices and services marketing, when asked about the thinking behind the commercial.

“Historically, when you look at our body of work, our goal is always to show what our intention is. It’s not just talking about our features and about ourselves,” Samuels continues. “It’s, how do our features and how do our products make the world better? How do we help people?”

As for Morse, his disability hasn’t stopped him from making a mark in filmmaking. He write and directed Lucid, a feature film starring Billy Zane released on Amazon in 2020.

“He was our dream director to work with, and we got lucky that we got him,” says Ricardo Casal, GUT chief creative officer. “He was so positive, full of energy, charismatic, always with a smile and always with a positive thought.”

Morse was also generous when it came to educating the creative team, Casal recalls, answering all questions about what it’s like to operate in the world as a blind person.

And the director dispelled stereotypes.

“People think that blindness means, I have to be with a guide dog, or I have to have glasses, or I only see pitch black,” Samuels explains. “He allowed us to understand it is a spectrum.”

That understanding was key in helping the entire team recreate what it means to experience the world as a person with low visibility. “Stories like this, you can never stop crafting them,” Samuels says.

In a “Javier in Frame” making of video released on YouTube, Morse shares his thoughts on the difference between sight and vision and explains how he works as a filmmaker who happens to be blind.

CLICK HERE to watch all of this year’s Super Bowl commercials as they’re released. 

Naturally, Globant positions itself as a knowledgeable, hype-free alternative, the true A.I. experts. The firm vows to help brands cut through the “bullshit” as they seek to navigate our brave new world.

Deployed under Globant’s “Stuck in Consultancy” banner, the work began rolling out this week. Previous spots in the series, with a similar comic tone, include “1,000 Slides” and “Copy & Paste.”)

Extremely well executed, the campaign does a fine job of casting Globant as an expert ally. In a sense, it deflates the most annoying aspects of our shared A.I. mania while hyping such innovations in entertaining ways. Our incoming machine overloads will surely approve!

“The previous commercials worked very well, so we decided to repeat the same dynamic,” agency ECDs and partners Matías Lafalla and Ramiro R. Gamallo tell Muse. “As we say in football: You don’t change a winning team. So, we called Luis Gerard again, a great director, and we flew part of the previous cast to Buenos Aires, which is where it was filmed. We hope that this saga will be a hallmark of the Globant brand.”

CREDITS

Agency: GUT Buenos Aires
Client: Globant

Founder: Gastón Bigio
CCO & Partner: Joaquín Cubría
ECD & Partner: Ramiro Gamallo / Matias Lafalla 
ECD: Laura Rapela / Diego Fernández Posada/Juan Pablo Lufrano
Managing Director: Paula Medina Rivero
CD: Gastón Gual 
CD: Alex Romero
Creative Copywriter: Haroldo Moreira
Art Director: Julian Amarillo 
Group Account Director: Meme Traverso Lizarraga
International Account Supervisor: Bernardita Musa
Head of Production: Florencia Albizzati
Agency Producer: Mariana Jauregui
Creative Manager: Paula Akel
Head of Design: Rosario Muñoz
CSO: Javier Quintero
Head of Digital & Data: Ezequiel Gori Nastasi 
Social Strategist: Gonzalo Paz

Production Company: Rebolucion
Director: Luis Gerard
CEO: Ezequiel Ortiz
Executive Producer: Pilar Capurro
Producer: Cecilia Cárdenes
DOP: Javier Juliá
Post Production coordinator: Mariano Olivari
Color grading: Armaleo
Editor: Jerónimo Pérez
VFX: Da8
Mix and Sound Design: Porta Estudio

Client Representatives:
Chief Brand Officer: Wanda Weigert 
EVP, Global Marketing: Todd Krugman
Global Marketing Strategy: Emiliano Horcada
Campaign Manager: Ivanna Giménez

Fun fact: Stella Artois has the oldest logo in the world. Its horns reference the Den Hoorn brewery which opened in Leuven, Belgium, in 1366. Sebastian Artois bought and renamed the business in 1708, and “Stella”—Latin for star—was added to the name in 1926, when it released its first seasonal beer, the Christmas Star.

That’s a lot of history. “This means there is a probability that the beer portrayed in historical art pieces throughout Europe could be a Stella Artois,” enthuses Haroldo Moreira, copywriter at Buenos Aires-based agency GUT, on LinkedIn.

The agency decided to have some fun with it that titillating possibility.

“We developed an algorithm that analyzed each painting, and, based on variables such as the year when it was painted, geographical location, the type of glass, and the color of the liquid, we cross-referenced that data with the brand’s extensive historical records, resulting in a percentage that indicates with a probability the presence of a Stella Artois in those paintings,” Moreira writes.

The resulting campaign, created in partnership with the Bellas Artes Museum, and dubbed “The Artois Probability,” yielded a series of print ads and outdoor billboards for the time-honored beer.

The creative? Historic art. The copy: Pure data-driven speculation, like a frothy beer mustache. It’s easygoing, inspires the imagination, and deepens the brand story. And it’s probably one of the funnest uses of algo-magic we’ve seen in advertising since everybody started freaking out about A.I. We’ll never look at a finely painted pub scene the same way again.

“All masterpieces, whether of high or low probability, are now part of our campaign,” Moreira goes on. “Hoping that you will think of Stella Artois every time you see a beer in a painting.”

See some campaign images below. Click to enlarge:

Associate creative directors Miguel Cedeño and Ricardo Chuecos—or “Michuecos” as they’re known in the halls of GUT Miami—have helped shape iconic brands across beer, telecommunication, technology, QSR and entertainment. They describe themselves as proud “ad nerds” with a passion for work that “sells with candor,” as well as for ideas that break through regardless of budget. Their work has been recognized across the industry awards circuit; in 2022, they won their first Cannes Lions Grand Prix.

We spent two minutes with Miguel and Ricardo to learn more about their background, their creative inspirations and recent work they’ve admired.

Miguel and Ricardo, tell us…

Where you grew up, and where you live now.

• Miguel Cedeño: I grew up in Guayaquil, Ecuador. During college, I got my start in advertising by working at agencies including DDB, TBWA, Grey, and Mullen Lowe. And now at GUT, I have the opportunity to work with global brands including Popeyes and Google. For Google, I worked on the Pixel 6’s “Real Tone” campaign, which won multiple awards, the biggest of which was a Grand Prix at Cannes Lions and a Black Pencil at the D&AD, which have been career highlights for me. Outside of the office I love to climb mountains, play soccer, and sometimes get injured because I don’t know the limits of my body. 
• Ricardo Chuecos: I grew up in Merida, Venezuela. It’s a small, beautiful city surrounded by mountains. Now, I live in Miami. It doesn’t have any mountains but the beach is pretty nice!

How you first realized you were creative.

• Miguel Cedeño: I knew I was a creative when I naturally started coming up with different solutions to problems. That’s the essence of creativity in all aspects.
• Ricardo Chuecos: Everyone is creative in their own way, so since I was little, I thought of myself as creative. I do remember, though, the feeling I had the first time I saw a good print ad – complete joy and awe. Looking back, that was one of the moments that led me to where I am today.

A person you idolized creatively early on.

• Miguel Cedeño: My dad. Creativity is also about being recursive; he is the most recursive person I’ve ever known. He always finds a way to make it happen. 
• Ricardo Chuecos: I would say my dad too. He’s very witty and smart. I always find the way that he thinks and looks at things very interesting. 

A moment from high school or college that changed your life.

• Miguel Cedeño: Two of my older brothers were musicians. So I had a lot of musical influence as a child. I also love percussion. So, in high school, I was about to have my first musical performance in front of everyone. But I never did it because of stage fright. My take on that was to take risks even if you’re scared.
• Ricardo Chuecos: As a college student, I always liked the idea of working in advertising. But both my parents are programming engineers, and my sister graduated in finance, so I wasn’t really sure if my family would approve. Then, I went to study abroad in Madrid, and with my sister’s help, I landed an internship at Saatchi & Saatchi. That opportunity changed it all. When I got back to the states, I was hungrier than ever to pursue a career in advertising. 

A visual artist or band/musician you admire.

• Miguel Cedeño: I always loved the work of the cartoonist Quino with Mafalda. From a naive perspective, I love how she put us on the spot with her social and political criticism. It’s timeless satire. 
• Ricardo Chuecos: Stromae. Many of his lyrics have a lot of substance and an interesting way of talking about today’s society and problems. I also think his stage scenography is incredible. 

A book, movie, TV show, or podcast you recently found inspiring.

• Miguel Cedeño: It was released in 2015, but I discovered it six months ago: Invisibilia. I’m amazed at how they combine storytelling and science. And the book, “The Invention of Morel” by Aldofo Bioy Casares is an extraordinary love story combined with science fiction.
• Ricardo Chuecos: Rethinking with Adam Grant. He’s a great host, brings incredible talent to his podcast, and his interviews and topics are really interesting. I also like Invisibilia a lot. Lastly, I’m really enjoying the book Alchemy by Rory Sutherland. He’s got a fascinating take on how sometimes logic gets in the way of the best solutions. 

Your favorite fictional character.

• Miguel Cedeño: My favorite fictional character is Arnold from Nickelodeon’s Hey Arnold! I admire his optimism, even when everything is screwed up. What struck me most about him is how effortlessly he influences people by loyalty, kindness and just being himself. That authenticity is admirable. And obviously, I always dreamed of having a bedroom like Arnold’s.
• Ricardo Chuecos: Ted Lasso. He’s incredibly courageous and smart, though he might seem like the opposite quite often. I also think he’s the character we needed the most during the pandemic as he is always optimistic. 

Someone or something worth following on social media.

• Miguel Cedeño: I follow Hernan Casciari, an Argentinian writer who creates a lot of digital content. I’m captivated by how he narrates the simplicity of the nuances of life, his particular sense of humor, and how easy it is to relate to it. Also, a Spanish Tik-Toker Marita, a content creator of metaphysics and quantum physics for dummies like me.
• Ricardo Chuecos: I’m into architecture and homes, so I really enjoy following #InResidence. I also like Last Week Tonight with John Oliver. He’s hilarious, very smart, and keeps one up to date with global events.

How Covid-19 changed your life, personally or professionally.

• Miguel Cedeño: The struggle of covid gave me a perspective on the really important things. At one time, we were all immersed in the daily stress of work to realize how fragile life is. From then on, it was an awakening for mental health, nurturing those bonds we take for granted with our friends and family, and a quest for inner growth. Fortunately, I didn’t lose anyone close to me, but seeing that fragility up close was life-changing.
• Ricardo Chuecos: My wife and I adopted a dog, which has definitely been a life-changing experience. Her name is Catena (like the Argentinian wine) and having her around has impacted me personally and professionally. Walks with her help me deal with stressful situations, think about briefs, and, most importantly, remind me to enjoy the present.

A recent project you’re proud of, and why.

• Miguel Cedeño: It’s not every day you get the chance to work on a campaign with high social impact. That’s why Google’s Pixel 6 “Real Tone” Super Bowl campaign was so special for me. It allowed us to work on a project that was about celebrating and expressing people’s true image and identity, empowering them to be seen for who they are. Plus, it was our first Super Bowl spot.

• Ricardo Chuecos: Just like Miguel, Google Pixel 6’s “Real Tone” campaign is definitely the most special project I’ve ever worked on. We got to open the dialogue about a problem unknown to many people during the Super Bowl, all while reminding people of how important it is to be able to show their real self. 

Someone else’s work that inspired you years ago.

• Miguel Cedeño: Leandro Raposo with Letter to Sofia. He portrays how they pitched a campaign to Sedal with a letter from a mom to her daughter with the instructions of how to be a woman in the 21st century. Mind-blowing.
• Ricardo Chuecos: Uff! There are many people who have inspired me. Ricky and Juan have done great campaigns that have impacted me a lot, like Man Boobs for Macma and Google Home of the Whopper for Burger King. I also really like the work done by Sebastian Wilhelm, Carlos Bayala and Javier Campopiano.

Someone else’s work you admired lately.

• Miguel Cedeño: Rosalia, the Spanish singer. She created a new musical genre that is impossible to categorize at music award shows. I love how she brought Spanish folk music to the urban and pop world in a way no one has ever heard.
• Ricardo Chuecos: Kendrick Lamar’s latest album is a masterpiece. I also enjoyed the covering of the Louvre museum by JR. I admire him a lot.

Your main strength as a creative person.

• Miguel Cedeño: Teamwork. It is rewarding when things are accomplished as a team. 
• Ricardo Chuecos: Persistency. 

Your biggest weakness.

• Miguel Cedeño: Fear. Stage fright. Being introverted has some perks but also has its weaknesses.
• Ricardo Chuecos: I’m working a lot on trying to be more decisive. That’s what I’m trying to focus more on improving lately.

One thing that always makes you happy.

• Miguel Cedeño: Nature. I was not so connected to it in my childhood, but I felt that bond about 10 years ago. It’s a powerful and energetic space, and, even though it sounds very cliché, it is a place where you find yourself with your thoughts, fears, and challenges. In nature, you cannot hide your feelings or who you are.
• Ricardo Chuecos: The beach and pizza in no particular order.

One thing that always makes you sad.

• Miguel Cedeño: More than sad, I am worried about gender violence and what kind of humans we raise to eradicate it. It worries me to see governments more focused on wars and political games than on committing to stop these violations.
• Ricardo Chuecos: Agreed with Miguel.

What you’d be doing if you weren’t in advertising.

• Miguel Cedeño: I’ve always wondered about it, and I think I’d be an alpinism guide or football (soccer) player.
• Ricardo Chuecos: Probably trying to find a job in advertising

On April 19, 1967, Kathrine Switzer became the first woman to officially finish the Boston Marathon, running 26.2 miles in 4 hours and 20 minutes. That was a historic achievement, paving the way for women athletes to break barriers for years to come. But Switzer’s race hadn’t gone smoothly. And now, her story informs an initiative from Michelob Ultra to encourage women and non-binary folks to enter marathons.

On that day 55 years ago, near the five-mile mark in the suburbs west of Boston, a race manager named Jock Semple charged onto the course and physically assaulted Switzer. Her boyfriend, a world-class hammer thrower also running the marathon, knocked Semple to the ground.

Press photographers snapped images of the attack, the most famous of which ran in the Boston Record-American. That unsettling image shows Semple attempting to tear off Switzer’s race I.D. bib, number 261. The photo captured her courage and determination, branding Switzer’s tormenter as a poster-boy for gnat-brained haters out of step with the times.

A mostly black-and-white :60 from agency GUT and director Matt Hoffman faithfully recreates that harrowing episode. It also includes a glimpse of the iconic Record-American photograph. The spot touts Michelob Ultra’s Run Fund, which offers women and non-binary people road-race training, plus the chance to win a free bib and compete in the 2023 TCS New York City Marathon.

“I knew it was considered a marathon for men only, but I just wanted to run,” Switzer says in the ad. “I couldn’t imagine someone would try to push me out of the race. When I thought about quitting, something made me keep going. I realized that I was running a bigger race. If I quit, this picture would tell the world that women shouldn’t run. But if I kept going, my last step in this race would become the first step for millions.”

Actress Victoria Elder portrays Switzer, and the spot concludes with contemporary color footage and text directing viewers to a site with information about the fund.    

GUT’s offices in Los Angeles, Miami and Mexico contributed to the initiative, part of Ultra’s broader “It’s Only Worth It If You Enjoy It” platform. The commercial broke online and during TV coverage of the New York City Marathon on Nov. 6.

“The brand believes in a balanced active lifestyle,” GUT L.A. senior art director Aurélie Diaz tells Muse. “They believe the joy you feel off the track is just as important as the results of the race. They believe that winning comes from joy, not the other way around. Looking at the sports world, it’s easy to see that not everyone is able to enjoy it equally. This ranges from the disparity of investment in women sports, to the lack of representation of non-binary athletes, to the fact that only 55 years ago women were not allowed to compete in the same marathons as men.”

In 2021 and 2022, about 45 percent of finishers at the NYCM were women—up from 35 percent a decade ago. “So, the numbers have improved,” Diaz says. “Our goal is to help push it to a 50/50 split within the next few years. By inspiring more women runners to join the sport, we’ll continue helping this race and sport get closer to equal representation.”

Ultra created the fund in partnership with the N.Y. Road Runners Club, and the brand hopes to expand the program to other events nationwide.

As Title IX celebrates its 50th anniversary of reshaping the sports landscape for women and girls, we’ve seen brands working to close the gender gap. Ultra’s led the field, pledging $100 million in media time to women’s sports over the next five years. We’ve also seen notable campaigns from AT&T, Buick, Degree, Puma, Pure Leaf and many others.

CREDITS

Agency: GUT Los Angeles
Anselmo Ramos – Creative Chairman, Co-Founder
Carmen Rodriguez – Managing Director, Global Chief Client Officer, Partner
Juan Javier Peña Plaza – North America Chief Creative Officer, Partner
Ricardo Casal – North America Chief Creative Officer, Partner
Nacho Ferioli — Chief Creative Officer and Partner
Fernando Ribeiro – Global Chief Strategy Officer, Partner
Ariel Abramovici – Executive Creative Director
Bruno Acanfora – Executive Creative Director
Ramiro Rodriguez Cohen – Executive Creative Director
Guido Donadio – Creative Director
Sebastián Regiani – Creative Director
Tina Assadpour – Associate Creative Director
Aurélie Diaz – Senior Art Director
Lauren Torres –  Copywriter
Renata Neumann – Head of Production
Jack Cutler – Executive Producer
Emma Giorelli– Junior Producer
Joselyn Bickford – Head of Account
Akoma M’ba – Account Director
Manuela Castro – Management Supervisor
Laila Houser – Account Executive
Bruno Steffen – Group Strategy Director
Tierney Riccitelli – Strategist
Junia Parodi – Director of Creative Operations

Client: Michelob ULTRA
Ricardo Marques – Vice President of Marketing, Michelob ULTRA & Global
Talita Andrade – Senior Marketing Director, Michelob ULTRA
Miles Ritenour – Director of Digital Marketing, Michelob ULTRA
Alexis Unwalla – Director of Digital Marketing, Michelob ULTRA
Jessica Thorpe – PR Lead
Pedro Adamy — VP Global Marketing, Michelob ULTRA
Paige  Dawes — Global Marketing Director Michelob ULTRA
Kelsey McInerney — Global Director Michelob ULTRA

Production Company: HB Films
John Beveridge – Managing Partner
Matt Hoffman – Director
Mark Hoffman – Post Director
Bryce Hill – Head of Production
Gwyn Fletcher – Producer
Max Goldman – DOP
Javier Vargas – 1st AD
Heather Elliot – Production Manager
Robin Magnet – Production Coordinator

Editorial Company: Lost Planet
Federico Brusilovsky – Editor
Gary Ward – Executive Producer
Doug Yablun – Assistant Editor
Madi Emenheiser – Assistant Editor
Steven San Miguel – Colorist
Tim Bird – Flame Artist
Charlie Keating – Sound Design
Seyline Cuffy – Assistant Producer

Sound: Lime Studio
Ben Tomastik – Mixer
Kris Huayta – Assistant Mixer
Susie Boyajan – Executive Producer
Cassie Underwood – Producer

Music: Premier Music Group
Original Music by Matthew Hollingsworth
Music Supervision by Premier Music Group

“Satisfaction” sounds divine, but “Warmth” and “Curiosity” look yummy, too. Which do you recommend?

Diners can try them all from July 14-16, when Kraft Heinz’s Philadelphia cream cheese hosts “Feeladelphia,” a restaurant experience in New York created with chefs Jeremiah Stone and Fabián Von Hauske Valtierra.

After booking through Open Table, guests can sample from a menu of Philly-infused items inspired by happy feelings and uplifting states of mind. For example, “Satisfaction” consists of short rib beef tongue brisket, while “Warmth” and “Curiosity” feature fried crispy pasta and tofu in miso broth, respectively.

Developed with the agency GUT, the activation amplifies Philadelphia’s broader “You Don’t Just Taste It. You Feel It” positioning, and it’s designed to bring that idea to life in a novel way, the brand says.

Here’s a brief teaser to whet your appetite:

The three-hour event starts at 7 p.m. each night, and will include “captivating visuals, stimulating sounds and sensorial surprises” to help generate positive feels. It costs $35 per person, with all proceeds donated to charity.

Check out the complete multi-course tasting menu for the pop-up at 525 West 24th Street:

Yes, they spread it on thick. But this is cream cheese, after all, and the brand believes its concept will generate significant buzz.

For folks who can’t make it in person, there’s Feeladelphia Experience: An Immersive Cookbook, which, we’re told, garnishes dozens of cheesy recipes with “edible pages, interactive scents, curated sonic experiences and much more.”

Below, you can feast on food porn from the menu’s pages:

CREDITS

Creative Agency: GUT Agency 
Anselmo Ramos – Creative Chairman, Founder
Carmen Rodriguez – Chief Client Officer, Partner
Ricardo Casal – North America ECD, Partner
Juan Javier Peña Plaza – North America ECD, Partner
Bruno Mazzotti – Executive Creative Director
Dean Paradise – Executive Creative Director
Wonsik Cho – Copywriter
Mati Cachiquis – Art Director
Daniel Pastor – Art Director
Guido Fusetti – Head of Art
Monique Beauchamp Estrella  – Group Account Director
Carolina Foster – Account Director 
Veronica Perez – Account Supervisor 
Diana Hernandez – Account Supervisor
Claire Golden – Account Executive
Renata Neumann – Head of Production
Sol Froment – Producer 
Fernando Ribeiro – Global Chief Strategy Officer 
Bruno Steffen – Strategy Director 
Maria Fernanda Perez – Senior Planner
Rosa Cubas – Content Strategy Director
Vanessa Rodriguez – Project Manager
Junia Massoti – Director of Creative Operations
AMP, creators of Philadelphia’s signature Sonic DNA, a first for the brand: 
Jeffrey Berman – Creative
Jason Thompson – Creative Lead
Michele Arnese – Chief Creative Officer / CEO
Alejandro Vega  – Composer
Alexander Simmance – Composer

You want some Biebs Brew with those Timbiebs? Of course you do. And Tim Hortons is only too pleased to oblige!

Last fall, amid much fanfare, Justin Bieber lent his name to three new varieties of limited-edition Timbits donut treats at Toronto-based fast-food chain Tim Hortons. Those fudge, sour cream chocolate chip, and birthday cake waffle bites of bliss return to the menu next week. (Drake’s probably calling in his order already!)

This time, Timbiebs will be joined by a French-vanilla cold-brew at Tim Hortons across the U.S. and Canada. Like we said, it’s called Biebs Brew. And the stuff’s steeped for 16 hours. That’s a slow jam. Justin knows from those.

Below, everyone’s fave Canadian pop sensation pouts his way through a cute workin’-all-night promo from GUT, which developed the campaign with Montreal agency The French Shop:

Bieber kept his shirt on, a sure sign of the dude’s commitment to crafting primo brew! (Kidding aside, his love of vanilla and preference for iced coffee inspired the item.)

“We couldn’t stop at Timbiebs, we needed a Biebs Brew, too,” Justin says in press materials. “Doing a Tim Hortons collab had always been a dream of mine. I grew up on Tim Hortons and it’s always been something close to my heart.”

On a February earnings call, Jose Cil, CEO of Tim Hortons parent Restaurant Brands International, proclaimed himself a “Belieber” and lauded Timbiebs as one of the chain’s most successful traffic drivers ever. He recently forecast another year of sales growth, and the Bieber tie-ins—including merch, like this spiffy new tumbler—represent an attempt to engage younger fans.

“It was amazing working with Justin, from the early stages of developing the product, to evolving his character on screen,” says Jay Pritchett, head of marketing at Tim Hortons U.S. “He was constantly pushing the creative bringing new lines outside the script.”

The QSR has cannily leveraged cultural sensibilities in recent years with a host of high-profile campaigns. These include efforts focused on Toronto Raptors fandom, diversity and a young Wayne Gretzky.

CREDITS

Tim Hortons
Axel Schwan – Regional President
Hope Bagozzi – Chief Marketing Officer
Solange Bernard – Sr. Director, Marketing Communications
Dibba Iran-Parasti – Director, Marketing Communications
Anthony Campos – Sr. Manager, Media
Michael Oliveira – Director, Communications
Meghan Giffin – Manager, Communications
Ashley Hum – Sr. Analyst, Marketing Communications
Jay Pritchett – Director, US Marketing
Rebecca Eidelstein – Director, US Marketing Communications
Pamela Estupinan – Sr. Manager, US Marketing Communications
Samantha Owen – Sr. Manager, US Media & CRM
Elizabeth Knox – Manager, US Marketing Communications

Justin Bieber

SB Projects
Allison Kaye – President
Jules Ferree – Executive Vice President

GUT
Accounts
Laura Cavalcanti – Account Supervisor
Ryan O’Hagan – Business Director
Ali Joyaa – Account Executive
Gurpriya Seth – Account Coordinator

Production
Kelly Mark – Senior Producer
Athena Kouverianos – Director of Production
Vivian Poon – Producer

Strategy
Dino Demopoulos – CSO
Gvantsa Dataushvili – Senior Strategist
Emily Barnes – Director of Content Strategy
Chantal Legge – Content Supervisor
Will Ramos – Social Strategy Director

Creative
Brynna Aylward – Executive Creative Director, Creative Lead
Matthew Kenney – Creative Director
Frederick Nduna – Creative Director
Sophia Kossoski – Senior Art Director
Laura De Santis – Senior Copywriter
Daniel Zhang – Art Director
Chris Vena – Copywriter
Monica Herrera – Designer
Alex Allen – Associate Creative Director
Andy Tamayo – Associate Creative Director
Beth Barnes – Creative Resource Manager
Junia Parodi – Creative Manager

TFS
Client Service
Thomas Dayon – Account Director
Gabrielle Papineau – Account Manager
Sabrina Desjardins – Account Manager

Creative Team
Joëlle Fournier – Managing Director, Adaptation
Valérie Forget – Adaptation Director
Brigitte Hébert-Carle – Adaptation Copywriter

Production
Julie Lorazo – Producer

MTL Vendors
La Majueure – Sound Recording and Mixing
Denise Charest – Casting

Media Monks
Christina Ho – Team Lead
Daisuke Kazuya – Senior Account Manager
Lajor Cole-Etti – Senior Account Manager
Gustavo Manrique – Project Lead
Luke Rocks – Account Manager
Tiffany Ko – Account Manager
Sonio Kulkarni – Associate Account Manager

Horizon
Sheri Rogers – SVP, Business Solutions
David Mear – Director, Business Solutions
Tim Harris – Associate Director, Business Solutions
Cobi Zhang – Director, Media Investment & Activation
Tanya Cross – Associate Director, Media Investment & Activation

ALISON BROD MARKETING & COMMUNICATIONS
Adrianna Lauricella – Vice President
Erika Berg Henty – Account Supervisor
Tatum Treffeisen – Senior Account Executive
Kate Beeks – Account Coordinator

Craft
Lisa Pasquin – President
Ali Azzopardi – Vice President
Brontë Wright – Account Manager
Duncan Peng – Account Manager
Kayla Mclean – Account Executive
Robert Van Horne – Account Executive
Emily Callahan – Account Coordinator
Daisy Kling – Account Coordinator

Red Apple Creative
Nik Postinger – Audio Producer
Luke McPeake – Engineer
Holly Williams – Interim Client Success Executive

Boy in the Castle
Production Crew
Colin Tilley – Director
Jamee Ranta – EP/Producer
Cora Johnson – Head of Production
Clark Jackson – Line Producer
Elias Talbot – Director of Photography
David Cho – Production Supervisor
Kevin Chang – Production Coordinator
Nike Phillipides – 1st AD
Mitchell Dillon – 2nd AD
Kyle Schifflett – 2nd 2nd AD
Colleen Smith – Improv Coach

Camera Department
Quaid Baca – 2nd Unit DoP
Travis Montgomery – CAM OP
Trevor Taylor – 1st AC – A cam
Sharla Cipicchio – 1st AC – B cam
Bryce Platz – 1st AC – C cam
Seth Craven – 2nd AC – A cam
Andy Kennedy – 2nd AC – B cam
Sam Petroc – DIT

Electric Department
Brian “Red” Hickman – Gaffer
Adam Flores – BB Electric
Matt Hall – Electric
Michael Koepke – Electric
Alfredo Rodriguez – Electric
Tomas Magana – Driver

Grip Department
Adama Shambour – Key Grip
Jay Lopez – BB Grip
Richie Warren – Grip
Marissa Castrejon – Grip
Randy Crisco – Grip
Issac Cedano – Grip

Art Department
Brandon Mendez – Production Designer
Duane Russell – Construction Coordinator
Crystal Griego – Art Coordinator
Dean Styers – Art Director
Robb Duncan – Prop Master
Benjamin Minty – Art Lead
Richard Roraback – Set Dresser
James Enrich – Set Dresser
Armando Nunez – Set Dresser
Joshua Ponce – Set Dresser
Alfonso Ariana – Art Driver
Jevon Dismuke – Art PA
Priscilla Medina – Art PA
Tim Madison – FX Operator

VTR and Audio
Rul Yacob – Boom Operator
Ignacio C. Martinez – VTR
Ignacio Martinez – Mixer

Talent
Eileen O’Connell – English Team Member
Thomas Derasp-Verge – French Team Member
Pierce Mayer – Stand-in
Mike Fishbein – Talent Solutions Rep

Grayson Music
Ryan Kondrat – Director
Chris Masson – Engineer
Brian Bernard – Engineer
Kelly McCluskey – Executive Producer
Rich Hamilton – Music Supervisor

Rooster
Paul Proulx – Editor
Jordan Giles – Editor
Mariam Fahmy – French Editor
Melissa Kahn – Executive Producer
Soch Nwakaeze – Assistant Editor
Austin Blackmore – Assistant Editor

The Vanity
Andrew Exworth – Colourist
Jordan Benegbi – Colour Assistant
Brock Cruess – Colour Assistant
Michael Medeiros – Lead VFX Artist
Adam Silcox-Vanwyk – Lead VFX Artist
Sean Cochrane – VFX Artist
Naveen Srivastava – VFX Artist
Scott Olthoff – VFX Artist
Noah Matikainen – VFX Artist
Kalem Cahill – VFX Artist
Andrew Farlow – VFX Artist
Asher DiGiuseppe – VFX Artist
Nicole Labbe – Producer
Stephanie Pennington – Executive Producer