Every motion identity needs a logic. Ours came from the ritual itself.

We explored and crafted how each of the three typographic concepts behaved in motion, considering the specific character of each action and how the type interacted with the cookie. TWIST, LICK and DUNK each carry their own distinct kinetic identity, physically convincing and genuinely playful. The motion needed to be as enticing as the ritual: a viewer had to feel the twist, the slow drag of the lick, the drop and splash of the dunk. Three words, three performances, one coherent system.

The AV commercial was a full production partnership. Working closely with Common People and Saatchi through pre-production, we provided technical creative oversight on set, ensuring every frame was captured with the post-production vision already in mind.

In post we created the VFX, placed typography at key moments and crafted the transitions that pull live action and motion language into a single coherent film. The typography was crafted to match the energy of the film and its bespoke track, with every motion beat considered against the rhythm and pace of the soundtrack. The kinetic behaviour we built for the DOOH runs through the AV, giving the campaign one consistent motion identity across every touchpoint.

The campaign launched in early 2026 across TV, DOOH and social in the UK. For British consumers, Twist, Lick, Dunk stopped being just a way to eat a biscuit. It became a cultural moment.