Agency: TPN
Client: Marinela
Script:
Ramsay Campbell
Art Direction, editing and production:
Jesús González (ACD)
Creative Director:
Ross Weldon (GCD)
The incredible copywriter Ramsay Cambell and I helped define Marinela’s personality on social by figuring out the brand’s voice, how it should behave, what memes to jump on, and—most importantly—how it could have a little fun.
We built a playful visual language using GIFs, short vignettes, memes, and whatever else we could dream up across Marinela’s official channels. We had a huge library of photo and video assets at our disposal, but instead of simply repurposing them, we treated them like a creative playground, cutting them up, remixing them, and turning familiar footage into something new.
The fun part was keeping up with culture. When a meme, trend, or cultural moment started taking over the internet, we were ready to jump in and give it the Marinela treatment. Sometimes that meant turning around a post in a matter of hours while the moment was still alive.
The goal was never to make Marinela feel like a brand trying to be cool. We wanted it to feel like the fun friend who just happened to have a really good meme ready to go.