SharkNinja had an APXGP brand integration in the F1 feature film and a short window to make it count. Product demonstration was the easy answer and the forgettable one, and the audience lives on Instagram and TikTok, where anything that looks like an ad gets scrolled past.
We produced three platform-native spots that borrowed the sights, sounds and energy of the sport rather than referencing it. A FrostVault cooler gets serviced by a full pit crew. Two creators race to clean in a white-car showdown. Product storytelling, told as sport.
The work ran where the audience was, at the speed the platforms reward.
SCS was the agency of record. As a founder and its Chief Creative Officer, I led the creative across every touchpoint.
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