From launching the first Super Bowl spot in the metaverse to reinventing the car launch for Cadillac, M ss ng P eces continued to show it can tap into cultural moments, take brands to new places through innovative technology and keep its finger on the pulse of the industry.
M ss ng P eces took brands into uncharted territory with its technical prowess
Ad Age’s Production Company of the Year for 2021 built on its success in 2022 with work that touched on topics as diverse as childhood mental health, gun violence, LGBTQ+ stories, the cost of health care and online privacy. Many of its best campaigns mixed virtual and real-world experiences.
Jason Zada, already well-known for his nontraditional storytelling methods, directed a metaverse Super Bowl commercial for Miller Lite that aired at the brand’s Decentraland bar. The tongue-in-cheek spot, which poked fun at the Big Game and its ads, was so successful that it led to server crashes, while the brand’s limited-edition wearables to accompany the experience sold out immediately.
Zada also helped Marshmello launch his new Coca-Cola flavor and special edition can by giving audiences the chance to control the artist through the world’s first interactive livestreamed video game on Twitch. Meanwhile, an interactive mobile experience transformed players’ emotions as they listened to Marshmello in custom artwork.
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Another ambitious project was an integrated campaign led by Mike Woods for the launch of Cadillac’s new EV, the Celestiq. Alongside a launch spot from JJ Augustavo and starring Lenny Kravitz, it included an interactive installation voiced by Regina King, which debuted at an exclusive launch event in Los Angeles for a VIP audience. Guests entered a private 20-by-20-foot space surrounded by LED walls and responded to questions posed by King's voice; their answers informed the live creation of their custom digital Celestiq and an accompanying piece of unique art.
Augustavo also directed a PSA last year for the youth-led gun control organization March for Our Lives, with a powerful guerrilla activation that spelled out “THOUGHTS AND PRAYERS” in body bags on the National Mall in Washington, D.C. The spot was then updated following the tragic Uvalde, Texas, school shooting a few weeks later.
The company's work also spanned humor. Director duo Nick & Charles directed a mockumentary film starring Rainn Wilson for the small animal-focused pet brand Kaytee. The film, “Small in Show,” comedically chronicled Wilson's failed quest to enter a pet guinea pig into the Westminster Dog Show, and his idea to start his own competition dedicated to small animals and birds.
The company also expanded its leadership, appointing Dinah Rodriguez, formerly of Park Pictures, as executive producer, and Sandra Nam as VP of Tribeca Studios, joining from Squarespace’s in-house creative team. And following its acquisition in 2021 by multiplatform entertainment company Tribeca Enterprises, M ss ng P eces also worked closely with Tribeca Studios to create work for the likes of Converse and Doordash.