Heinz Hum-Hum:
Gamer's copilot

Heinz Hum-Hum:
Gamer's copilot

Heinz
Hum-Hum:
Gamer's copilot

Client:
Heinz

Role:
After the Saudi team delivered the activation, I handled art direction for the case study and wrap-up phase.

Format:
Social-first stunt, live activation at Esports World Cup and a case study for Cannes Lions and regional awards

Meet Hum Hum — a snack-feeding robohand built for uninterrupted gameplay. It dunks your bite in Heinz and feeds you while you focus on the leaderboard.

Launched at the Esports World Cup in Riyadh — and it quickly became the most wanted co-pilot at the event. Gamers queued. Streams rolled. Snacks got dipped. And the internet noticed.

Client:
Heinz

Role:
After the Saudi team delivered the activation, I handled art direction for the case study and wrap-up phase.

Format:
Social-first stunt, live activation at Esports World Cup and a case study for Cannes Lions and regional awards

Meet Hum Hum — a snack-feeding robohand built for uninterrupted gameplay. It dunks your bite in Heinz and feeds you while you focus on the leaderboard.

Launched at the Esports World Cup in Riyadh — and it quickly became the most wanted co-pilot at the event. Gamers queued. Streams rolled. Snacks got dipped. And the internet noticed.

Client:
Heinz

Role:
After the Saudi team delivered the activation, I handled art direction for the case study and wrap-up phase.

Format:
Social-first stunt, live activation at Esports World Cup and a case study for Cannes Lions and regional awards

Meet Hum Hum — a snack-feeding robohand built for uninterrupted gameplay. It dunks your bite in Heinz and feeds you while you focus on the leaderboard.

Launched at the Esports World Cup in Riyadh — and it quickly became the most wanted co-pilot at the event. Gamers queued. Streams rolled. Snacks got dipped. And the internet noticed.

Case study