Gimme A Wedgie

We helped bring “Wedgie Weekend” to life, a playful, citrus-fueled campaign that transformed New York into a living, breathing brand moment. The objective: drive a sharp, measurable lift in lemon sales across the region by showing up in places people didn’t expect, with a tone they couldn’t ignore. The concept was bold, a little ridiculous, and intentionally unforgettable. Our challenge was to translate that energy into the real world, building a cohesive experience that could live across environments, audiences, and formats.

The campaign leaned into humor and physical interaction, inviting people to engage with the brand in unexpected ways. From the streets to service industry spaces, we created a unified visual language that could flex across placements while staying loud, clear, and full of personality. Typography, color, and tone all worked in sync to deliver a brand voice that felt slightly edgy and subversive, all at once.

Beyond look and feel, the experience was about presence, meeting people where they were and catching them just a little off guard. Every touchpoint was crafted to punch above its weight, whether it lived on a wall, a table, or somewhere in between.

The result was more than a weekend stunt. It was a joyful interruption, proof that even the most irreverent ideas can create real connection when they’re executed with precision, wit, and just the right amount of weird.

Note: This creative direction was developed and carried through the early execution phase before the campaign pivoted midway through. The location has been changed from Cleveland to New York for portfolio presentation purposes.