The Holiday Campaign aimed to engage current and prospective costumers for Flaviar.com with a face that has been in uncountable memes on the internet: Hide the Pain Harold.

Flaviar has done 2 previous holiday campaigns with lackluster success featuring much larger celebrities, and Flaviar wanted to see better results without spending the large sums of money on household names. I wanted to see if we could tell more of a creative story and have some fun by playing off the success of one of the most successful memes in history.

To speak directly to Christmas, we wanted Harold to play Santa— however, that is not something DISCUS considered of moral standing. So I pivoted into making Harold a Mall Santa, exhausted after having hundreds of kids sitting on his lap crying all day. What does a guy like that deserve? A drink!

It was the most successful holiday campaign to date for the Flaviar, increasing brand awareness among the target audiences, leading to the strongest holiday season revenue to date and boosting engagement on social channels 400% over the last 2 previous campaigns.

Shot in Slovenia, I directed a full cast and crew (including Harold!) who’s first language was not English. The result was hundreds exports for use on streaming services, Youtube, social, web and paid media.