The ask:
Make Cheez-It Crunch the ultimate Gen Z snack, connecting with a bold, multicultural audience that craves novelty, flavor, and fun.
During my internship at FCB New York, I helped shape early scripts, frames, and visual concepts for this campaign. Though the final film was completed after my time there, it carries through pieces of the ideas we explored in its earliest stages.
Paid social spots (spec work)
Channeling the typical WWE spectacle, we follow Crunch’s pre-game ritual — from jalapeño ‘makeup’ at the spa to his hype-filled walkout — as he transforms into the boldest crunch in the ring
Switching between Crunch’s battle cry and an intense snacker’s moment of bliss, we showcase Crunch’s bold, over-the-top personality.
Inside every crunch bag is a hidden world of bold energy—a universe that lives beyond what the outside ever sees, bringing the Crunch’s bold personality to life.
In-person activation and Snapchat filter
Influencer PR, @morganchomps on Tiktok
