Goodby Silverstein & Partners created a campaign based on AI that let consumers put themselves in the ad with the #CoolRanchDance challenge. In partnership with Sway, it let fans dance exactly like Super Bowl ad stars Sam Elliott and Lil Nas X. Users filmed themselves moving for 30 seconds and deep-learning software analyzed and created a skeleton of their body movements and mapped it onto Cool Ranch choreography. Sway was downloaded more than 100,000 times in less than one day. #CoolRanchDance trended on TikTok, picking up 5.6 billion views.
Credits: Doritos - CMO: Rachel Ferdinando SVP: Marissa Solis Senior Director: Leslie Vesper Marketing Director: Gisela Saenz Marketing Manager: Kelly Burke Goodby Silverstein & Partners - Partner: Jeff Goodby Partner: Rich Silverstein Chief Creative Officer / Partner: Margaret Johnson Creative Director: Laura Petruccelli Creative Director: Rohan Cooke Associate Creative Director: Caroline Cappelli Associate Creative Director: Ryan Tovani Art Director: Jason Gan Copywriter: Clark Chamberlin Art Director: Mike Rodriguez Copywriter: Sam Dworkin Director of Production: Leila Gage Sr Producer: Sara Ward Producer: Alexis Bley Managing Partner: Brian McPherson Group Account Director: Meredith Williams & Jenna Duboe Account Director: Chris Nilsen Account Manager: Casey O’Brien Assistant Account Manager: Jordan Lofy Communication Strategy Director: Caitlin Neelon Communication Strategist: Drew Forrest Group Brand Strategy Director: Ralph Paone Brand Strategist: Ida Persson Senior Business Affairs Manager: Judy Ybarra Business Affairs Manager: Annie Holmgren Trafficking Manager: Rowena Cuejilo Director of Production: Margaret Brett-Kearns Senior Interactive Producer: Severin Sauliere Executive Social Producer: Danielle Riccardi Senior Social Producer: Alisa Latvala Social Producer: Jackie Kelly Content Creative: Mark Sandoff Content Creative: Emilio Diaz Photographer: Quinn Gravier Assistant Photographer: Hanna Hegnell Senior Print Producer: Noah Dasho Director of Creative Technology: Troy Lumpkin Executive Producer: Tena Goy Creative Technologist: Shan Jin Company name: Park Pictures Director: Lance Acord Director of Photography: Lance Acord EP/Producer: Caroline Kousidonis Company name: Work Editorial Editor: Jono Griffith Assistant Editor: Theo Mercado Producer: Chelsea Bassler Executive Producer: Marlo Baird Company name: A52 Colorist: Gregory Reese Colorist Assistants: Corey Martinez, Aaron Flickinger, Dylan Bursick Color Producer: Jenny Bright Executive Producer, Color: Thatcher Peterson Company name: A52 VFX Supervisor: Patrick Murphy CG Supervisor: Andy Wilkoff CG Lead: Andy Wikoff Flame Artists: Matt Sousa, James Buongiorno, Michael Vaglienty, Andres Barrios, Kevin Stokes, John Valle 3D Artists: Dustin Mellum, Jade Smrz, Quinton Woodson, Jose Limon, Josh Dyer, Josh Dyer, Joe Chiechi, Michael Cardena, Joe Paniagua, Michael Bettinardi, Joel Bettinardi Producer: Serena Noorani Executive Producers: Patrick Nugent & Kim Christensen Managing Director Jennifer Sofio Hall Sound Design and Music Music: “Old Town Road” Lil Nas X Feat. Billy Ray Cyrus “Il Buono, Il Brutto, Il Cattivo” Ennio Morricone Sound Designer: Michael Anastasi & Kai Paquin Company name: Lime Studios Mixer: Joel Waters Assistant Mixer: Collin Thomas Executive Producer: Susie Boyajan Company: HUMEN Tinghui Zhou Ricky Wong Tim Omernick Melody Cao Cortis Clark Piotr Tatarcyzk Alexander Weiss Jesse Myers