Background

Using almost five years of bright and bold work for the brand, GAS was tasked with communicating a new message to build on a new consumption segment.

You are what you compete with. Our research found that trust in smoothies never left the category, it moved to the kitchen counter. The smoothie people believe in is the one they make themselves. The only thing standing in the way is the blender: the prep, the noise, and the cleanup nobody has time for on a Tuesday morning.

A hero film for a Barefoot Wine's new brand platform "Barefoot With Us" immersing the brand further in the every day moments that are sweeter with Barefoot.

To launch a wellness campaign aimed at offices, we went to Andy Buckley, Kate Flannery and Brian Baumgartner of THE Office. GAS wrote, cast and edited the launch film, turning a flu-season immunity shot into a campaign that rallied Canadians to nominate their own workplace.

One shoot, cut for the feed. Between hero setups we captured six-second lifestyle moments for each flavor, Peach and Strawberry, made for social first rather than trimmed down from a longer spot. They became the paid-social workhorses of Sweet & Spiked, a campaign that delivered 12.1M impressions.

The split-screen film shows offthe two sides in every drinker and every bottle of Fruitscato. One of the hero films from the Sweet & Spiked shoot that put a wine in the ready-to-drink aisle.

The hero film for Sweet & Spiked, the platform that took Barefoot Fruitscato up against seltzers and canned cocktails: wine, sparkling water and real fruit. Video carried engagement, with top creative clearing a 1.3% CTR, and the campaign drove Fruitscato's best-selling month on record.

From powders and shakes to chips, and candy, Protein has crept into everything. And with this sort of "protein-washing" it made everything seem healthier as long as it had the words "Protein" on tha box. But not all protein is created equal, and we kicked off a conversation about what's in your protein, besides protein with a simple icon that asked consumers to be a bit more thoughtful about their habits.

A launch video for new JawDrop tea-cocktails. We broke the news after an aggressive TEA-ser campaign.

Longshot Wine was coming to Canada and GAS was tasked with creating a story connected to a uniquely Western Canadian passion point: country music. We partnered with one of Canada’s budding country music stars, Brett Kissel, and with ample research on the star to strike the right tone, we went from brief to air in 4 weeks.

"This was the smoothest process I’ve been through, I love the script, it’s exactly what I would say."

BRETT KISSEL

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Shot in a magenta-lit room, foil fringe, glitter on a mirrored table, and sequins on the sleeve create a cold color scheme. The amber cider stands out as the only warm element. The single hard side light, deep falloff, and specular hits on glass create a sense of temperature without words. Measurements are in the negative space, and the hands act until the last sip.

RumChata gets thought of as a shot. The recipe series puts it where a shot never goes, so it reads as something you'd make rather than something you'd be dared to drink.

A hydration product earns trust when someone is actually thirsty, so we didn't make content and hope. ProSupps' ionIQ launch became a weekend instead: 24 creators and 3.855M followers pulled onto the brand's home turf, gamified challenges staged along the Katy Trail — Dallas's densest fitness corridor — and the product put in people's hands at the moment their bodies were asking for it. Around 5,000 samples poured, 3,996 customers captured, impressions up over 600%.

GAS co-founded Ovature Studios with Matthew Holleman, and needed to introduce the brand and artist to the world. A luxury launch usually keeps the young family out of frame, reading as divided attention. Matt's wasn't divided, it was balanced, and we built the brand story on that rather than around it. Written, produced and edited by GAS, with talent and crew sourced locally in Gothenburg from a desk in New York.

For a sport defined by blistering speed and gladatorial intensity, professional squash had a problem: its identity was standing still. For nearly a decade, the Professional Squash Association (PSA) relied on a static branding system: a lingering artifact of the 2015 merger between the men’s and women’s tours that depended on a binary of blue and pink to tell its story. But with the sport officially slated for the Olympic program and a new global audience on the horizon, the PSA needed a look that could keep pace with its athletes.

A launch film for Crossovers Live!, a Stellar original that sits screen actors down with theatre people. It opens by hooking audiences with what they already love: movies, TV, mini-series. Written and produced by GAS in July 2021, when a screen was the only place theatre was happening.

Greenhouse Juice put Ginger Defence into Walmart nationally, and the post had to carry that news with almost no copy. Six shots radiate from a single point, which reads as a burst, as distribution spreading out from one win, and — for a product called Defence — as a ring facing outward. Yellow product on cobalt ground sets the whole frame in Walmart's own two colours without borrowing anything but the logo.

Squash has a distinct arena no sport can match: 12mm of glass is all that stands between a fan and a world champion. For a 2019 world title that arrived in Washington largely unnoticed, the ad spotlights the unique experience for fans, breaking the headline where the glass breaks the frame and featured then-world #1 Mohamed ElShorbagy. Written, designed and delivered print-ready.