Following a Minties packaging refresh, I developed a commercial concept designed to elevate the brand’s personality through humor and unexpected storytelling. The approved script featured a live grizzly bear. This immediately raised the creative bar and excitement on the team.
Once the concept was greenlit, we moved into full production (scripting, storyboarding, casting, and location planning) which took us to Utah to film with renowned animal trainer Doug Seus, owner of Bart the Bear. The shoot required close collaboration between creative, talent, animal trainers, and safety teams.
While the final spot evolved during post-production, the project remains a defining example of ambitious brand storytelling and reinforced the value of pushing creative boundaries.