Nutter Butter You Good?
MY ROLE
For Nutter Butter: You Good?, I animated the campaign’s case video in collaboration with my associate motion director as part of the brand’s new “Nutterverse” concept which is a surreal, offbeat world of bizarrely satisfying Nutter Butter content. My role was to bring this eccentric idea to life through motion, using absurd cuts, weird transitions, and unexpected pacing to create a spooky, out-of-this-world tone that felt uniquely “Nutter.” The project went on to receive major recognition across the industry, winning 2 Cannes Lions, a Webby Award, and The One Show’s Gold Pencil, celebrating its originality and unhinged creative approach.
For Nutter Butter: You Good?, I animated the campaign’s case video in collaboration with my associate motion director as part of the brand’s new “Nutterverse” concept which is a surreal, offbeat world of bizarrely satisfying Nutter Butter content. My role was to bring this eccentric idea to life through motion, using absurd cuts, weird transitions, and unexpected pacing to create a spooky, out-of-this-world tone that felt uniquely “Nutter.” The project went on to receive major recognition across the industry, winning 2 Cannes Lions, a Webby Award, and The One Show’s Gold Pencil, celebrating its originality and unhinged creative approach.
NUTTER BUTTER YOU GOOD?
This 56-year-old cookie’s rabbit hole of absurdist escapism consumed the internet.
Play Video
AWARDS
2x Cannes Lion
Webby's Award
One Show Gold Pencil
While some brands on TikTok follow trends and hijack culture, Nutter Butter created culture through a nutty universe entirely of its own. We built a world where nothing seemed to make sense — by design. The Nutterverse isn’t just a campaign. It's a dimension where the cookie is canon, the fans write the plot, and weird is the strategy. An innovative approach that cemented this cookie into an internet legend.
CHALLENGE
GOING VIRAL WITHOUT MEDIA SPEND
By 2023, Nutter Butter hadn’t advertised in over a decade. Sales were dwindling and retailers were dropping the product. With zero media budget, we couldn’t outspend the deep pockets of the competition. We had to outsmart them. Our mission: make a 56-year-old cookie culturally relevant to Gen Z through engaging content, without a single dollar of media spend.
APPROACH
FEED THE WEIRD
Gen Z wasn’t interested in polished ads or influencer content, so we stopped acting like a brand and started acting like a fandom. They wanted weird. Engaging lore. Easter eggs. So we built the Nutterverse: an absurd, ever-expanding world packed with surreal characters, cryptic storylines, and just enough co-created chaos to keep them coming back for more.
SOLUTION
COMMIT TO THE BIT
Every TikTok took our fans deeper down our rabbit hole. Storylines never reached conclusions. Lore constantly evolved. And while they never looked like ads, one thing was always front and center: the cookie itself. The result? Our unique strategy launched Nutter Butter into a viral phenomenon, redefining the concept of branded content while driving real world purchase and cultural relevance.
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