PICKLE'S BACK MEMORABILIA
To architect an explosive cultural moment for the relaunch of Flamin’ Hot Dill Pickle, we engineered an unexpected collision of pop culture and nostalgia, pairing Megan Thee Stallion with Nickelback for "Pickle's Back", a reimagined music video directed by Dave Meyers.
The core strategy relied on elevating the brand's most recognizable, albeit chaotic, asset: the iconic "Cheetle" dust. When the artists inevitably left orange fingerprints across the set, we capitalized on the organic byproduct, transforming set props into authenticated rock memorabilia for an exclusive auction with Goldin.
To anchor this bold activation, our design approach leveraged a meticulous, archival documentation aesthetic. By infusing the visual identity with a rigorous, highly editorial appeal, we elevated everyday, dust-stained objects into premium cultural artifacts, creating a distinctive and sophisticated visual language that perfectly contrasted the unhinged nature of the campaign. This strategic pivot from messy byproduct to curated asset proved highly effective: the authenticated, Cheetle-covered props more than doubled in value at auction, successfully cementing snack dust as literal rock ‘n’ roll gold.
Role: Design Direction, Image Craft Direction, Retouching
With: Silvana Silva, Sergio Del Hierro, Ryan Morejon, Waner Almeida, Bruno Ribeiro, Jose Ramirez, Rafael de Miranda, Justin Enderstein, Marcio Doti, Juan Javier Peña, Ricardo Casal, Anselmo Ramos, Gaston Bigio
Agency: GUT Miami
Music Video Direction: Dave Meyeres
Client: Cheetos
Recognitions: Cannes Lions
Year: 2026
With: Silvana Silva, Sergio Del Hierro, Ryan Morejon, Waner Almeida, Bruno Ribeiro, Jose Ramirez, Rafael de Miranda, Justin Enderstein, Marcio Doti, Juan Javier Peña, Ricardo Casal, Anselmo Ramos, Gaston Bigio
Agency: GUT Miami
Music Video Direction: Dave Meyeres
Client: Cheetos
Recognitions: Cannes Lions
Year: 2026
