Schmeatos

ACHIEVE SCHMEATOSIS

During the interview process for my residency with VaynerX, I was tasked with creating content for a fictional brand. Of course, I couldn’t resist creating something as ridiculous and juvenile as possible. So I created Schmeatos, the “dusty” meat chip with over 720 calories of meat-adjacent protein in every bag.

CONTENT

I was given 3 days to create a body of content that showcased my skillset and creative abilities. For my behind-the-scenes process, scroll further.

For this one, I made a point to implement each platform’s native text-to-speech feature in the opening hook.

I made this motion graphic in Adobe AfterEffects.

Unused SCHMEAT COW Mascot Concept

LEVERAGING PLATFORM NATIVE FEATURES

As previously stated, I used native features like speech-to-text in my posts. In the case of Meta/Instagram Reels which allow you to add custom thumbnails, I made these thumbnails to hook people scrolling on their home feeds.

CONCEPTING

Setting out to create a brand, I first thought about my favorite brand voices/advertising campaigns. I wanted to make something ridiculous. Something over the top, in your face, and most of all funny. So I went to my white board and jotted down some initial thoughts and parameters.

I started conceptualizing from the top down, roughly sketching out some possible aesthetics/products that I considered for the brand’s voice/messaging. For maximum juvenile effect, I leaned into an early-mid 2000s X-Games, extreme kind of a vibe.

I knew I wanted to parody a snack like Slim Jim or Doritos. I thought it would be funny to make a garish amalgamation of the two, a “meat chip” (sounded gross). The idea then was to lean heavily into the humor of the brand voice.

Here I laid out a plan of action for the kind of content I considered creating for the brand. On these boards, you can see I am also fleshing out the brand identity and outlining some general references/platforms I want to exploit.

Once I had my very juvenile joke, Schmeatos, it became about establishing the lexicon, the language of my brand that I envisioned being adopted by its fans. I wanted to create a collection of catch phrases and motifs to use as callbacks.

I quickly wrote out rough scripts for 3 pieces of content implementing the guidelines of the brand voice I’d set out up until this point.

I created a purple chip bag with Photoshop’s generative AI feature. Once I generated a bag that I liked, I moved onto generating the chip in the same way.

The prompt I used for the chip was: “triangular chips made of jerky dusted with red nacho cheese dust.” This one came out surprisingly perfect.

After the chip and the bag were complete, I made the logo and bag label design in Photoshop. Here I had some fun injecting some humor into the design.

Here was the physical prototype/prop I made for the videos. I stapled a high quality print of the label design onto the front of a Takis bag. Came out decent.