Giant Spoon / Creative Director & Writer / 2024
What do mothers and motherf&*kers have in common?
Ritual’s Trace Like a Motherf&^ker showcased the brand’s—and moms’—unapologetic obsession with ingredient transparency and quality in an irreverent, stylish campaign. Featuring a film directed by Sundance winner Kate Hollewell, along with streaming, social, and disruptive OOH elements, the campaign made Ritual’s commitment to traceability impossible to ignore.
Creative Director: Lexi Rodriguez & Olivia Fagon / Executive Creative Director: Ian Grody / Edit & Color: Cabin / Director: Kate Hollowell
We created a category-defining, subversive, integrated campaign, Trace Like A Motherfucker, shouting out Ritual’s obsessive commitment to traceability.
The campaign consisted of a hero brand film with Sundance-winning direct Kate Hollowell with cut-downs for streaming and social and OOH in key markets for Ritual’s audience to make a statement you couldn’t ignore.