Interview
Branding
Brand Comms
Turning Heads
(Boo!)randing
Trends
ISSUE #10
OCT 24
MOI Global creatives are often asked where we get our inspiration. The answer is always the same: anywhere and everywhere.
Take a stroll through this set of head-turning art, copy, ads, literature, culture, and trends that inspire us. And some of our original work that proves we take notice of what we see, when we look around. Features images and articles from multiple online sources, shared for inspiration purposes only, not commercial use.
As the founder of the agency Metavertising and partner at BROKEN EGG, Ely Santos combines his two biggest passions—marketing and technology - to push organizations to the forefront of immersive brand experiences, using Web3, gaming, AR, VR, and AI.
MOI: Tell us about your brand and what excites you about having your own business?
Ely: Broken Egg builds experiences using immersive tech for brands and cultural institutions. What I find the most exciting about having my own business is that it’s something I created myself and that is a result of my passions. I’ve had previous businesses that were cool, but definitely working with AR/VR/3D is something I can say I’m extremely passionate about.
MOI: What's your secret to getting attention and turning heads with your work?
Ely: I guess naturally, immersive tech is something that attracts people’s attention. But having experience with marketing helps a lot too. I make sure that I advertise all our projects, news about the space, cool stuff that’s happening, and try to position myself as an authority for those who want to hear more about immersive tech.
Link for bio: https://www.linkedin.com/in/meta-ely/
New technologies allow brands to put customers at the core and center of branded stories.
As the founder of the agency Metavertising and partner at BROKEN EGG, Ely Santos combines his two biggest passions—marketing and technology - to push organizations to the forefront of immersive brand experiences, using Web3, gaming, AR, VR, and AI.
MOI: Tell us about your brand and what excites you about having your own business?
Ely: Broken Egg builds experiences using immersive tech for brands and cultural institutions. What I find the most exciting about having my own business is that it’s something I created myself and that is a result of my passions. I’ve had previous businesses that were cool, but definitely working with AR/VR/3D is something I can say I’m extremely passionate about.
MOI: What's your secret to getting attention and turning heads with your work?
Ely: I guess naturally, immersive tech is something that attracts people’s attention. But having experience with marketing helps a lot too. I make sure that I advertise all our projects, news about the space, cool stuff that’s happening, and try to position myself as an authority for those who want to hear more about immersive tech.
Link for bio: https://www.linkedin.com/in/meta-ely/
New technologies allow brands to put customers at the core and center of branded stories.
MOI: What’s one of your favourite projects you’ve worked on?
Ely: Definitely the AR activation for Walmart. It was something extremely fun and that generated amazing results for Walmart. Their purpose was to connect their users with their Roblox world, and use AR for that.
Watch here
MOI: What recent campaign from another brand has got your attention?
Ely: I really look up to what Vans did on Roblox. They built a replica of the old Playstation game “Tony Hawk”, and did a really great job at it, but catered to their audience on Roblox. It was a massive success, they’ve done it a couple years ago and it’s still one of the most successful activations there.
MOI:Where do you see the future of brand experiences?
Ely: I believe the future will be much more interactive and immersive for brands. New technologies allow brands to put customers at the core and center of branded stories, rather than using a 30 second portrait video to try and catch their attention amongst thousands of other videos.
These new technologies are much more interactive and allow for deeper and more meaningful stories. Eventually every brand will use them in different ways - and not just brands.
The general consumer experience is about to change thanks to new tech.
MOI: What’s one of your favourite projects you’ve worked on?
Ely: Definitely the AR activation for Walmart. It was something extremely fun and that generated amazing results for Walmart. Their purpose was to connect their users with their Roblox world, and use AR for that.
Watch hereMOI: What recent campaign from another brand has got your attention?
Ely: I really look up to what Vans did on Roblox. They built a replica of the old Playstation game “Tony Hawk”, and did a really great job at it, but catered to their audience on Roblox. It was a massive success, they’ve done it a couple years ago and it’s still one of the most successful activations there.
MOI: Where do you see the future of brand experiences?
Ely: I believe the future will be much more interactive and immersive for brands. New technologies allow brands to put customers at the core and center of branded stories, rather than using a 30 second portrait video to try and catch their attention amongst thousands of other videos.
These new technologies are much more interactive and allow for deeper and more meaningful stories. Eventually every brand will use them in different ways - and not just brands.
The general consumer experience is about to change thanks to new tech.
Twisting the Script
Piper-Heidsieck is no stranger to going against convention. This campaign sees the
champagne maker sharing the joy of disobedience, the thrill of taking sudden twists
and turns that no one saw coming. From prohibition to spacewalks, the campaign
recounts a long history of rewriting the rules.
Dr Pepper Asks Consumers
To 'Try More Weird'
Ready to show off your weird side? What's the worst that could happen? Dr Pepper is
asking consumers to embrace a ‘weird’ perspective in their lives, with three
20-second ‘Public Weird Announcement’ videos encouraging people to make break times
more interesting by seeking out strange things for entertainment.
Twisting the Script
Piper-Heidsieck is no stranger to going against convention. This campaign sees the
champagne maker sharing the joy of disobedience, the thrill of taking sudden twists
and turns that no one saw coming. From prohibition to spacewalks, the campaign
recounts a long history of rewriting the rules.
Dr Pepper Asks Consumers To 'Try More Weird'
Ready to show off your weird side? What's the worst that could happen? Dr Pepper is
asking consumers to embrace a ‘weird’ perspective in their lives, with three 20-second
‘Public Weird Announcement’ videos encouraging people to make break times more
interesting by seeking out strange things for entertainment.
Graphic design vs.
communication design
Brian Collins and Leland Maschmeyer explored the evolution of design, demonstrating
how communication design transforms graphic design into a holistic system. Using
examples like a 7UP campaign, they highlighted a shift in the profession, redefining
designers as communication, not just graphic, experts.
Beauty in every detail
Florasis, a Chinese beauty brand, appeals to millennials and Gen Z by emphasizing
Chinese cultural heritage in its designs. With retro packaging and traditional
makeup concepts, the brand differentiates itself through “Oriental Makeup,”
celebrating Eastern beauty ideals. In the competitive e-commerce market, Florasis
uses visually striking, culturally meaningful packaging to capture attention,
boosting customer retention and loyalty.
Graphic design vs. communication design
Brian Collins and Leland Maschmeyer explored the evolution of design, demonstrating how
communication design transforms graphic design into a holistic system. Using examples
like a 7UP campaign, they highlighted a shift in the profession, redefining designers as
communication, not just graphic, experts.
Beauty in every detail
Florasis, a Chinese beauty brand, appeals to millennials and Gen Z by emphasizing
Chinese cultural heritage in its designs. With retro packaging and traditional makeup
concepts, the brand differentiates itself through “Oriental Makeup,” celebrating Eastern
beauty ideals. In the competitive e-commerce market, Florasis uses visually striking,
culturally meaningful packaging to capture attention, boosting customer retention and
loyalty.
Turning Heads™
The way to get
to a better ‘what’.
(What? In this case… is brand!)
At MOI, we have our own proprietary ‘way’ that we approach creative and divergent thinking and problem solving which we call Turning Heads.
We use Turning Heads to help B2B brands rethink the role of brand—not as some fluffy, surface-level exercise, but as a critical component of growth.
Our philosophy? Brand is your biggest differentiator, especially in a space where everyone’s shouting about features and functions. With the right strategy, brand can elevate your value proposition, create emotional connections, and, yes, turn heads. It’s time to think differently about what your brand can do—because being the smartest person in the room isn’t enough if no one’s listening, but neither is being the most outrageously dressed if no-one’s taking you seriously!
(What? In this case…
is brand!)
B2B brands are often seen as the nerds of marketing—hyper-specialised, smart, and brilliant at solving complex problems. But they can struggle to communicate their expertise engagingly. And that’s okay.
B2B doesn’t need to imitate consumer brands selling lifestyle dreams. They’re offering high-value, intricate solutions like digital transformation or cybersecurity. It’s fine to be a bit geeky when that’s your strength.
The lesson? Own your geekiness.
Make intelligence and expertise the core of your brand and humanise it by being engaging and authentic. People respect genius, especially when it’s relatable.
FAIL
Take Mercedes' "So AMG" campaign—it tried too hard to be flashy and lifestyle-driven, missing what makes AMG special.
Watch hereContrast that with Audi’s iconic R8 V10 ad, which celebrated pure engineering brilliance.
Watch here
EPIC
B2B brands are often seen as the nerds of marketing—hyper-specialised, smart, and brilliant at solving complex problems. But they can struggle to communicate their expertise engagingly. And that’s okay.
B2B doesn’t need to imitate consumer brands selling lifestyle dreams. They’re offering high-value, intricate solutions like digital transformation or cybersecurity. It’s fine to be a bit geeky when that’s your strength.
FAIL
Take Mercedes' "So AMG" campaign—it tried too hard to be flashy and lifestyle-driven, missing what makes AMG special.
Watch hereEPIC
Contrast that with Audi’s iconic R8 V10 ad, which celebrated pure engineering brilliance.
Watch here
The lesson? Own your geekiness.
Make intelligence and expertise the core of your brand and humanise it by being engaging and authentic. People respect genius, especially when it’s relatable.
Woolmark’s haunting ad, inspired by zombie apocalypse films, uses eerie soundscapes and ominous swishing of synthetic fabrics to create tension. Following their earlier campaign featuring people emerging from black oil, both ads end with hopeful shots of people in wool, reinforcing the brand’s message against synthetic fabrics.
Watch here
Halloween is the greatest gift if you’re a theme park. Six Flags Theme Park, is making the most of the opportunity with a terrifying five-and-a-half minute Halloween horror film, Tick. Tick. Tick. The film, that features a malevolent clown terrorising four housemates, builds on the participating parks’ seasonal Fear is Waiting message. This time, that message – Don’t keep fear waiting – carries more urgency.
Watch here
Woolmark’s haunting ad, inspired by zombie apocalypse films, uses eerie soundscapes and ominous swishing of synthetic fabrics to create tension. Following their earlier campaign featuring people emerging from black oil, both ads end with hopeful shots of people in wool, reinforcing the brand’s message against synthetic fabrics.
Watch here
Halloween is the greatest gift if you’re a theme park. Six Flags Theme Park, is making the most of the opportunity with a terrifying five-and-a-half minute Halloween horror film, Tick. Tick. Tick. The film, that features a malevolent clown terrorising four housemates, builds on the participating parks’ seasonal Fear is Waiting message. This time, that message – Don’t keep fear waiting – carries more urgency.
Watch here
Photos can play an essential role in triggering long-term memories in people with Alzheimer's. But what if a memory doesn't have a photo? Kodak is breaking new ground in what's known as Photo Reminiscence Therapy. Memory Shots is an AI-powered tool that lets dementia patients describe a memory, to auto-generate a photo that looks like it was shot by a Kodak camera from the relevant time period. But…
Watch here
…there are still questions to be considered when it comes to how AI is monetised. As AI-generated music increasingly takes over YouTube content, for example – powered by the likes of Google Deepmind's Lyria and Suno AI – should content creators disclose when AI is involved? As we look ahead, the debates surrounding fairness, transparency, and speed in content production become ever more pressing.
Watch here
Photos can play an essential role in triggering long-term memories in people with Alzheimer's. But what if a memory doesn't have a photo? Kodak is breaking new ground in what's known as Photo Reminiscence Therapy. Memory Shots is an AI-powered tool that lets dementia patients describe a memory, to auto-generate a photo that looks like it was shot by a Kodak camera from the relevant time period. But…
Watch here
…there are still questions to be considered when it comes to how AI is monetised. As AI-generated music increasingly takes over YouTube content, for example – powered by the likes of Google Deepmind's Lyria and Suno AI – should content creators disclose when AI is involved? As we look ahead, the debates surrounding fairness, transparency, and speed in content production become ever more pressing.
Watch here
Need inspiration for your next campaign, or want to chat with our global Creative
Team?
creative@moi-global.com
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