AFFRESH CLEAN COMEDY

While most brands fled from COVID, I did the opposite. I recruited comedians and wrote briefs for a campaign called "Clean Comedy." The client’s budget was zero. They told me that if I could make it happen for nothing, I had a green light. I didn’t need a production house. I needed a sharp script and a few people who knew how to land a joke.

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We built a low-fi, scrappy social machine while the rest of the industry was on pause. We traded corporate polish for actual relevance. It wasn't just a mood-booster; it was a high-performance engine. We hit 35.2% engagement and 6.4% click-through rate—the highest of the year. We proved that when you strip away the massive budgets, you’re left with the only thing that actually matters: the strength of the idea. Success is a lot easier to find when you're the only one willing to laugh.