Collaborative advertising campaign with copywriter Nick Stillitano. Conceptual Snickers campaign built around the insight that people make mistakes when they’re hungry. Executions mimicked real time tweets and breaking news graphics from major outlets and public figures, featuring subtle typos and factual slip ups that initially appeared authentic. Each piece lived within the visual language of the original platform, allowing the mistake to feel real until the reveal of the Snickers tagline, “You’re Not You When You’re Hungry.” Art direction and visual mockups were developed to seamlessly blend the campaign into the media formats audiences encounter every day.