PICKLE'S BACK MEMORABILIA

For the relaunch of Flamin’ Hot Dill Pickle, we engineered a calculated pop culture collision, bringing together Megan Thee Stallion and Nickelback for an unhinged music video directed by Dave Meyers. But the campaign's true strategic brilliance lay in what happened after the cameras stopped rolling.

Knowing the artists would inevitably leave spicy orange fingerprints across the set, we turned the brand's most chaotic asset, the iconic Cheetle dust, into cultural currency. We collected the stained props, authenticated them, and partnered with Goldin to auction them off as exclusive rock memorabilia.

This is where design became the engine of the idea. To sell the absurdity of the premise, the visual execution had to be incredibly grounded. We crafted a meticulous, archival documentation aesthetic to anchor the campaign. By framing messy, Cheetle-covered items through a rigorous, high-end editorial lens, the design created a striking visual irony. This sophisticated visual language acted as a strategic tool, instantly elevating everyday discarded objects into premium, coveted artifacts. The intentional design approach validated the concept and drove real impact. Framed as high-value collectibles, the authenticated props more than doubled in value at auction, successfully proving that with the right visual context, snack dust can become literal rock ‘n’ roll gold.

Role: Design Direction, Image Craft Direction, Retouching

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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

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Agency: GUT Miami

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Music Video Direction: Dave Meyeres

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Client: Cheetos

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Recognitions: Cannes Lions

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Year: 2026

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