Crafting an epically sarcastic, over-the-top reveal of the "Ring of Comfort" for the Super Bowl Almost Champions.

For the Super Bowl LVIII and in partnership with M&M’S (Mars) and BBDO, we were given the task of shining a dazzling light on the unsung heroes of the game: the losers.

The ring was first seen in a 30” spot, starring such runners-up as Scarlett Johansson, Dan Marino, Terrell Owens and Bruce Smith. We also graced the Jumbotron in Times Square New York.

Our task: Bring bling to the ring. Studded with real diamonds made from M&M’S peanut butter. Its sides were emblazoned with a three-leaf clover and ‘2>1’, while a glittering M&M proudly flashing two fingers for second place rests in a bed of rubies on the top. Inside, wearers could find a single peanut butter M&M, sat in a mini stadium bezel.

To engineer the most hype-filled yet sarcastic atmosphere possible for film, our artists used all the tools in the toolbox: lens flares, shining sparks, diamonds refracting rainbows, embers, and smoke.

" Lens flares, sparkling diamonds, huge camera moves and
Scarlett Johannson. What's not to like? " 

Doug Bello Co-founder and Director

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