Chips Ahoy! wanted to revamp their image with a new campaign to announce their cookies with Hershey’s milk chocolate and Reese’s Mini Pieces, as well as refresh the overall brand.

We created Chip, an animated spokes-cookie (designed to live well beyond the launch campaign) who embodies the playful, self-aware humor that defines online culture today. His personality became the connective tissue across the campaign, allowing the brand to engage audiences in a way that felt more entertaining and less ad-y.

As the creative lead behind Chip’s visual development, I helped shape his appearance and personality from concept through production, working closely with animation partners, providing creative feedback throughout the process, attending the shoot, and extending the character beyond the initial spot. I also led the Spanish-language adaptation to ensure the humor, personality and mouth movements translated authentically.

Challenge: Reintroduce a legacy brand to a younger generation while launching two new product flavors, proving that Chips Ahoy! is still culturally relevant, delicious and fun.

Insight: People don’t expect brands to act like people, but they do expect them to have a personality. The brands that earn the most attention online, entertain and interact instead of sell.

Execution: We refreshed Chips Ahoy's perception by introducing an animated mascot with an irreverent personality who became the face of the brand.

Role: Character Development • Art Direction • On-Set Creative • Animation Feedback • Spanish Campaign Adaptation