art director + designer
In life sims like Stardew Valley, relationships are built through thoughtful gifts and time - a lot of time. It might take up to two years in-game to build a relationship.
In partnership with ConcernedApe, Kraft Mac & Cheese Big Cup becomes the most coveted in-game item—capable of maxing out friendship levels with a single bite.
Players receive a secret recipe, hunt down the cheesy ingredients, and craft this one-time-only dish to gift their favorite NPCs. By merging gaming culture with an iconic comfort food, this campaign turns Mac & Cheese into a symbol of love, both in-game and IRL. A nostalgic, heartfelt activation that blends brand storytelling with interactive gameplay to drive engagement and social buzz.
@miamiadschool
CW: Rai Rochesso
AD: Rai Rochesso and Felipe Agra
Professor: Filipe Sanches and Nayla Alana