Recent Work

TARGET HOLIDAY 2024

OPPORTUNITY: 

Make Target THE shopping destination for the 2024 Holiday Season. 

INSIGHT: 

The holiday season is the Super Bowl for Target’s core shopper, Millennial Moms. These moms are trying to meet HUGE expectations from their family, themselves, and yes, social media.

They are doing all of this under very real budget and time pressures and need to believe that Target could help them win the season. 

OUR ANSWER: 

We knew we needed to make something to help Target stand out and match customers’ mindsets throughout the season. So we had some fun creating a character who'd be helpful, charming, ruggedly handsome — and maybe a resident of the North Pole. We introduced Kris to the world as the newest Target team member,  and he quickly made headlines as “Hot Santa”!

THE REALREAL

OPPORTUNITY:

Recapture The RealReal’s role as the purveyor of authenticated, resale luxury goods in a world drowning in superfakes. 

INSIGHT: 

As counterfeits have evolved — being made more quickly and accurately than ever — The RealReal has continually invested in advancing their technology and training expert authenticators to ensure these fakes stay off the market.

There are real and clear benefits to this work. Unlike fast fashion, the underbelly of counterfeit culture is less discussed; counterfeits harm the environment, are often produced unethically, and undermine genuine brands. The RealReal’s commitment to authenticity goes beyond their business; it’s about protecting the planet and ethical practices. 

OUR ANSWER: 

Mythology, in collaboration with The RealReal, designed an exhibition to spark conversations about the value of The RealReal’s focus on authenticity. We strategically placed it on a street known for counterfeit merchandise in New York. 

The storefront at the corner of Broadway and Canal Street was designed to look like an upscale boutique. However, it was actually an exhibition called "Ask Yourself What’s Real," viewable only from the street.

Inside, luxury handbags were displayed on a grid of white shelves, lit like art pieces. However, all the merchandise was fake. Even the ceiling lamp was a knockoff, mimicking a Serge Mouille design. 

The interior was designed to replicate The RealReal’s e-commerce site, with a stark white grid filled with bags that appear ready for purchase. We showcased about three dozen "superfakes"— convincing counterfeit handbags that challenged viewers to reconsider the meaning of authenticity in a world filled with imitations.

Our work reaffirmed The RealReal's status as the go-to destination for authenticated resale, and the campaign outperformed against target KPIs.

SUPERNATURAL

OPPORTUNITY: 

Introduce America to a new kind of fitness. 

INSIGHT: 

Cardio Sucks, Supernatural Doesn’t. 

OUR ANSWER:  

The last time cardio got an upgrade, VHS reigned supreme and perms weren’t ironic. Today, fitness is getting its biggest fun revolution since 1982. 

Supernatural is here to unbore the world of fitness and revolutionize cardio once again. And to do it, we had to get the GOAT, the icon, Jane Fonda. 

The result is a self-knowing take on the tropes of the ‘80s commercial and a campaign that challenges the consistently serious status quo of fitness marketing — and is as much fun as Supernatural itself. 

Our work showcased Supernatural as an antidote to boring cardio and the campaign outperformed against target KPIs.

JUST EGG

OPPORTUNITY: 

Create the first global egg brand (that just happened to be from plants).

INSIGHT: 

Plant-based foods have too often tried to sell a compromise to consumers to get them to change their eating habits. The “it might not taste as good as the food it was replacing, but think of all the good you’re doing for the planet” kinda thing. The truth is, most people don’t care about the planet when they’re shopping for food. 

In fact, 87% say taste is the most important factor in trying new products, and 73% would NOT try plant-based products if they didn’t taste as good as the original animal product.

If we were to achieve JUST’s ultimate goal of fixing the global food system, we had to get our product in more mouths and stomachs. Which means we needed to appeal to a bigger audience. 

OUR ANSWER:

Really Good Eggs. The good news is that JUST Egg tastes great, so we could meet consumers where they were — in busy, layered lives…but always up for some tasty eggs.  

Our work established JUST Egg as a delicious and breakthrough product, with the campaign outperforming target KPIs.