No breadcrumbs allowed.

kraft macaroni & cheese

The Test Noodle

Kraft Macaroni & Cheese is so easy, anyone can make it in just three simple steps. However, there is one detail that doesn't have a clear answer: exactly how long should you cook your noodles? Everyone has a different preference, so it's impossible to give the exact timing, which is why anyone who's ever cooked macaroni noodles knows that you have to try a couple straight out of the pot to test if the rest are done.

But that means in every box of Kraft Macaroni & Cheese, there are a few proud, brave, and selfless noodles that will never see the cheesy goodness that awaits their box brothers. These are the selfless pioneers of noodles, testing the boundaries of doneness so we can enjoy the perfect bowl of mac & cheese. We thought it was time to recognize the bravery and sacrifice of these noble noodles.

We launched a campaign asking fans to take and share photos of their Test Noodles whenever they made Kraft Macaroni & Cheese using the hashtag #TestNoodle.
We then used those crowd sourced photos to turn every single box of Kraft Macaroni & Cheese into a memorial for those thousands of selfless noodles. Using an augmented reality app, we virtually repackaged each box with its own randomly sourced photo from the growing submissions.
Every supermarket aisle that carried Kraft Macaroni & Cheese became its own Wall of Noodles Memorial, celebrating the many Test Noodles that gave everything to ensure we could enjoy Kraft Macaroni & Cheese exactly how we like it. Shoppers lucky enough to find their own Test Noodle would get to take that box home for free.


ZQUICK: Race the City

A shoe designed for dynamic grip to enhance speed and agility is put to the test in the ultimate urban relay race.



Your Secret Side Dish

Frozen and preserved vegetables are often seen as the bland choice of an older generation. Green Giant needed to connect with younger consumers in a way that shifted their brand away from boring. We tapped into the simple truth that the most boring meals are actually ones without any sides. People need side dishes to introduce some variety to their plates, and frozen vegetables are the perfect quick and easy choice.

So we created Your Secret Side Dish, a shareable yet easily concealed phone number connected to a modified chat bot (typical of dating sites) that let users virtually cheat on their main courses with some yummy veggies on the side. We programmed it to send naughty veggie selfies, suggest sensual recipes, arrange veggie hookups at local retailers, and occasionally promote new product offerings—but most importantly it made people see Green Giant vegetables as an exciting way to satisfy their wandering palates.

or text (507) 944-2687

We promoted our secret phone number across various dating platforms, including the most infamous of them all, Ashley Madison.


Life Is Happier Outdoors

Being outdoors has a way of making any situation a bit more satisfying.


New York Lottery

Pay Me!




Fact: people are insecure and endlessly curious about how others see them.
Fact: some people, even really, really good-looking ones, do not photograph well.

Vine, the social video sharing platform, is the perfect tool to capitalize on these points.

Introducing the first ever crowd-sourced social matchmaking platform that uses 7 sec. Vine video profiles:

Here's how it works:

Any user who lands on the page can vote. The site pairs up two participants' profile videos. Users then vote on which person is out of the other's league, or if the two make for a good couple. The winner stays, the loser goes. Global stats for each pairing are shown before a new participant slides in for the next round. For even match votes, new participants slide in for both sides.

However, the real fun only starts when you become a participant.

When you sign up as a participant and submit your own video, you'll have access to a private results page. Just like your pairings, your stats are curated based on your orientation. If you're interested in women, we'll only show the results from female voters. Once a pairing between you and another participant reaches a threshold of votes from the relevant gender, stats for that pairing will become available. None of those conceptual number rankings. Just real-world comparisons between you and other participants. That's what people really want to know.


We Blow Harder



The Vow of Delicacy

The Good Shepherd

Nothing goes better with Hoegaarden than good company, but it's not always that easy to bring everyone together, especially not after you've already tossed back a few glasses. The Good Shepherd app uses Facebook integration and GPS-location tracking to create a temporary mobile network of your drinking buddies so you can keep track of where everyone is. It makes getting everyone together a lot easier--and helps you keep track of that one friend who always goes a little overboard and wanders off by themselves.


Rudy's Music



Mr. Destructoid Invasion

Destructoid's mascot, a mid-century modern green robot eponymously named Mr. Destructoid, is conspicuously displayed in several posters located around the city. The design is comprised entirely of color-overlaid binary code. Each poster's code, when translated to text, will direct to a unique URL featuring a unique binary themed puzzle-trivia game. Beating each game will reveal GPS coordinates to another secret robot outpost (poster location). The first 100 users to locate and complete all the games will be entered to win free press passes to E3, the gaming industry's largest and most popular expo.


Amy's Kitchen


Herb Tray

A 100% biodegradable dinner tray is provided with every Amy's meal. After you finish your Amy's meal, the tray can be used to grow fresh herbs with seed packets provided in every package. The tray can be placed directly into larger plots of soil, as it is 100% biodegradable. This reduces waste materials and reinforces the Amy's brand commitment to fresh, organic, vegan diets that pack lots of flavor.


Naismith Memorial Basketball Hall of Fame


Logo Designs

I like designing logos for my friends' projects.